The Relationship between Corporate Social Responsibility on Social Media and Brand Advocacy Behavior of Customers in the Banking Context

This research study aims to investigate the relationship between corporate social responsibility (CSR)-related communication on social media and brand advocacy behavior of retail banking customers in a developing country. This study also proposes a dual mediating mechanism of customer engagement and...

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Detalles Bibliográficos
Autores principales: Huang, Shijiao, Hai, Xu, Adam, Nawal Abdalla, Fu, Qinghua, Ahmad, Aqeel, Zapodeanu, Daniela, Badulescu, Daniel
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9854506/
https://www.ncbi.nlm.nih.gov/pubmed/36661604
http://dx.doi.org/10.3390/bs13010032

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