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Psychology in action: Social media communication, CSR, and consumer behavior management in banking
In today’s digitally interconnected world, social media emerges as a powerful tool, offering different opportunities for modern businesses. Not only do organizations use social media for marketing purposes, but they also endeavor to influence consumer psychology and behavior. Although prior studies...
Autores principales: | , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Public Library of Science
2023
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10434941/ https://www.ncbi.nlm.nih.gov/pubmed/37590276 http://dx.doi.org/10.1371/journal.pone.0289281 |
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author | Liu, Yang Naveed, Rana Tahir Kanwal, Sara Tahir Khan, Muhammad Dalain, Ali F. Lan, Wei |
author_facet | Liu, Yang Naveed, Rana Tahir Kanwal, Sara Tahir Khan, Muhammad Dalain, Ali F. Lan, Wei |
author_sort | Liu, Yang |
collection | PubMed |
description | In today’s digitally interconnected world, social media emerges as a powerful tool, offering different opportunities for modern businesses. Not only do organizations use social media for marketing purposes, but they also endeavor to influence consumer psychology and behavior. Although prior studies indicate social media’s efficacy in disseminating corporate social responsibility (CSR) communications, there remains a dearth of research addressing the impact of CSR-related messaging from banks on consumers’ brand advocacy behavior (CBAB). Our study seeks to bridge this gap, exploring the CSR-CBAB relationship within the banking sector of an emerging economy. Additionally, we investigate the roles of consumers’ emotions and values in mediating and moderating their CBAB, introducing two mediating factors, consumer happiness (HP) and admiration (BRAD), and moderating variable altruistic values (ATVL). Data collection involved an adapted questionnaire targeting banking consumers. The structural analysis revealed a positive correlation between a bank’s CSR-related social media communications and CBAB. HP and BRAD were identified as mediators in this relationship, while ATVL emerged as a moderator. These findings hold significant theoretical and practical implications. For instance, our research highlights the indispensable role of social media in effectively conveying CSR-related information to banking consumers, subsequently enhancing their advocacy intentions. |
format | Online Article Text |
id | pubmed-10434941 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | Public Library of Science |
record_format | MEDLINE/PubMed |
spelling | pubmed-104349412023-08-18 Psychology in action: Social media communication, CSR, and consumer behavior management in banking Liu, Yang Naveed, Rana Tahir Kanwal, Sara Tahir Khan, Muhammad Dalain, Ali F. Lan, Wei PLoS One Research Article In today’s digitally interconnected world, social media emerges as a powerful tool, offering different opportunities for modern businesses. Not only do organizations use social media for marketing purposes, but they also endeavor to influence consumer psychology and behavior. Although prior studies indicate social media’s efficacy in disseminating corporate social responsibility (CSR) communications, there remains a dearth of research addressing the impact of CSR-related messaging from banks on consumers’ brand advocacy behavior (CBAB). Our study seeks to bridge this gap, exploring the CSR-CBAB relationship within the banking sector of an emerging economy. Additionally, we investigate the roles of consumers’ emotions and values in mediating and moderating their CBAB, introducing two mediating factors, consumer happiness (HP) and admiration (BRAD), and moderating variable altruistic values (ATVL). Data collection involved an adapted questionnaire targeting banking consumers. The structural analysis revealed a positive correlation between a bank’s CSR-related social media communications and CBAB. HP and BRAD were identified as mediators in this relationship, while ATVL emerged as a moderator. These findings hold significant theoretical and practical implications. For instance, our research highlights the indispensable role of social media in effectively conveying CSR-related information to banking consumers, subsequently enhancing their advocacy intentions. Public Library of Science 2023-08-17 /pmc/articles/PMC10434941/ /pubmed/37590276 http://dx.doi.org/10.1371/journal.pone.0289281 Text en © 2023 Liu et al https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. |
spellingShingle | Research Article Liu, Yang Naveed, Rana Tahir Kanwal, Sara Tahir Khan, Muhammad Dalain, Ali F. Lan, Wei Psychology in action: Social media communication, CSR, and consumer behavior management in banking |
title | Psychology in action: Social media communication, CSR, and consumer behavior management in banking |
title_full | Psychology in action: Social media communication, CSR, and consumer behavior management in banking |
title_fullStr | Psychology in action: Social media communication, CSR, and consumer behavior management in banking |
title_full_unstemmed | Psychology in action: Social media communication, CSR, and consumer behavior management in banking |
title_short | Psychology in action: Social media communication, CSR, and consumer behavior management in banking |
title_sort | psychology in action: social media communication, csr, and consumer behavior management in banking |
topic | Research Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10434941/ https://www.ncbi.nlm.nih.gov/pubmed/37590276 http://dx.doi.org/10.1371/journal.pone.0289281 |
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