Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need to develop new strategies by incorporating the element of digital technology to overrun their competitors, as conventional competitive strategies will not produce extraordinaryresults. The rise of social media, in this regard, is a game-changer in the context of marketing as it provides a strategic touchpoint to the marketers to involve the customers with a brand. Prior research has largely ignored the relationship between corporate social responsibility (CSR) practices of a brand and positive customer experiences. Hence the present study aims to test the relationship of customer-related CSR activities on social media on behavioral consequences of customers, such as their purchase likelihood and electronic word of mouth (E-WOM). The data were collected from the banking customers of a developing economy and were analyzed through structural equation modeling in AMOS software. The results revealed that customer-related CSR activitieson social mediainfluence customer behavioral outcomes like E-WOM and purchase intentions. The result also revealed that brand attitude mediates the relationship between customer-related CSR, E-WOM, and purchase intentions. The findings of the present study can help policymakers to understand the importance of CSRpractices from the perspective of marketing, which is largely ignored by contemporary CSR researchers.

中文翻译：

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新兴经济体银行业中社交媒体上的CSR沟通，购买意向和E-WOM之间的关系

由于几乎在每个部门中都存在着激烈的竞争环境，当今数字时代的现代企业在生存和增长方面面临着不同的挑战。技术，尤其是数字技术，已经改变了全球开展业务的方式。营销人员需要通过结合数字技术的要素来开发新策略，以超越竞争对手，因为传统的竞争策略不会产生异常的结果。在这方面，社交媒体的兴起是营销领域的游戏规则改变者，因为它为营销者提供了战略接触点，以使客户参与品牌。先前的研究在很大程度上忽略了品牌的企业社会责任（CSR）实践与积极的客户体验之间的关系。因此，本研究旨在测试社交媒体上与客户相关的CSR活动对客户行为后果的关系，例如客户的购买可能性和电子口碑（E-WOM）。这些数据是从发展中经济体的银行客户那里收集的，并通过AMOS软件中的结构方程模型进行了分析。结果表明，与客户相关的CSR活动对社交媒体的影响会影响客户的行为结果，例如E-WOM和购买意愿。结果还表明，品牌态度介导了与客户相关的CSR，E-WOM和购买意愿之间的关系。本研究的发现可以帮助决策者从市场营销的角度理解企业社会责任实践的重要性，而当代企业社会责任研究人员却忽略了这一点。