With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

中文翻译：

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社交媒体上的CSR沟通与消费者购买意愿和品牌钦佩的关系

随着互联网和其他数字技术的出现，各行各业的当代企业都在使用社交媒体与消费者进行交流，以使他们与品牌进行有意义的互动。但是，对于现有文献而言，使用社交媒体进行公司社会责任（CSR）交流相对较新。同样，迄今为止，还没有充分探索通过社交媒体（CSR-S）进行的CSR交流对消费者情绪和行为的影响。为了解决这个问题，本研究旨在测试CSR-S在品牌钦佩度和消费者购买意愿上的关系。该研究提出了CSR-S与购买意愿之间的直接关系，并具有品牌钦佩的中介作用。数据是通过自我管理的问卷调查从巴基斯坦的银行消费者那里收集的。作者分发了800份问卷，收到了463份可用于数据分析的问卷，因此本研究的研究答复率约为59％。使用AMOS中的结构方程模型（SEM）技术分析数据。结果表明，CSR-S与购买意愿呈正相关（β = 0.233）。结果进一步表明，品牌钦佩部分地介导了这种关系（β = 0.079）。接受调查的受访者证实，他们银行的CSR沟通有助于提高他们购买银行的可能性和对银行的钦佩之感。这些发现将帮助银行机构的决策者更好地了解在不同社交媒体平台上进行CSR交流以实现与消费者相关的成果的重要性。