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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...

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Autores principales: Liu, Yang, Naveed, Rana Tahir, Kanwal, Sara, Tahir Khan, Muhammad, Dalain, Ali F., Lan, Wei
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2023
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.
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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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