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The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction

The importance of CSR in today's business environment cannot be ignored, especially more and more enterprises realize that when consumers perceive CSR, it will affect consumer behavior and then affect corporate efficiency and reputation. With the widespread application of social media, corporat...

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Main Authors: Hua, Xiangzhou, Mohd Hasan, Nurul Ain, De Costa, Feroz, Qiao, Weihua
Format: Article
Language:English
Published: Elsevier 2024
Online Access:http://psasir.upm.edu.my/id/eprint/113746/1/113746.pdf
http://psasir.upm.edu.my/id/eprint/113746/
https://linkinghub.elsevier.com/retrieve/pii/S2405844024110584
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spelling my.upm.eprints.1137462025-01-15T01:59:44Z http://psasir.upm.edu.my/id/eprint/113746/ The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction Hua, Xiangzhou Mohd Hasan, Nurul Ain De Costa, Feroz Qiao, Weihua The importance of CSR in today's business environment cannot be ignored, especially more and more enterprises realize that when consumers perceive CSR, it will affect consumer behavior and then affect corporate efficiency and reputation. With the widespread application of social media, corporate social responsibility behaviors are easy to be participated and discussed by consumers on the Internet, forming electronic word-of-mouth. Therefore, this paper discusses the influence of electronic word-of-mouth between CSR and consumer satisfaction, taking China's largest Internet enterprise Tencent and its consumers and users as the research object. The overall purpose of this study is to explore the mediating role of electronic word-of-mouth in CSR and consumer satisfaction. This study uses Stimulus-Organism-Response (SOR) theory as the theoretical framework to explain the relationship between CSR initiatives, eWOM and consumer satisfaction. Using the quantitative method of questionnaire survey, taking China's enterprise Tencent as an example, a total of 490 valid questionnaires from Tencent WeChat users from four different levels of cities were received. The PLS-SEM model was used to deeply study the impact of CSR on consumer satisfaction and electronic word-of-mouth. The study found that philanthropic responsibility has a significant impact on consumer satisfaction, but environmental responsibility has no significant impact on satisfaction. At the same time, electronic word-of-mouth plays a key mediating role between the dimension of charitable responsibility and consumer satisfaction, but there is no mediating relationship between the dimension of environmental responsibility and consumer satisfaction. This study is beneficial to other enterprises in the formulation and planning of social responsibility, helps enterprises better understand consumer demands under different CSR dimensions, and provides a useful reference for the formulation of more accurate CSR strategies. © 2024 The Author(s) Elsevier 2024 Article PeerReviewed text en cc_by_nc_4 http://psasir.upm.edu.my/id/eprint/113746/1/113746.pdf Hua, Xiangzhou and Mohd Hasan, Nurul Ain and De Costa, Feroz and Qiao, Weihua (2024) The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction. Heliyon, 10 (15). art. no. e35027. pp. 1-18. ISSN 2405-8440; eISSN: 2405-8440 https://linkinghub.elsevier.com/retrieve/pii/S2405844024110584 10.1016/j.heliyon.2024.e35027
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description The importance of CSR in today's business environment cannot be ignored, especially more and more enterprises realize that when consumers perceive CSR, it will affect consumer behavior and then affect corporate efficiency and reputation. With the widespread application of social media, corporate social responsibility behaviors are easy to be participated and discussed by consumers on the Internet, forming electronic word-of-mouth. Therefore, this paper discusses the influence of electronic word-of-mouth between CSR and consumer satisfaction, taking China's largest Internet enterprise Tencent and its consumers and users as the research object. The overall purpose of this study is to explore the mediating role of electronic word-of-mouth in CSR and consumer satisfaction. This study uses Stimulus-Organism-Response (SOR) theory as the theoretical framework to explain the relationship between CSR initiatives, eWOM and consumer satisfaction. Using the quantitative method of questionnaire survey, taking China's enterprise Tencent as an example, a total of 490 valid questionnaires from Tencent WeChat users from four different levels of cities were received. The PLS-SEM model was used to deeply study the impact of CSR on consumer satisfaction and electronic word-of-mouth. The study found that philanthropic responsibility has a significant impact on consumer satisfaction, but environmental responsibility has no significant impact on satisfaction. At the same time, electronic word-of-mouth plays a key mediating role between the dimension of charitable responsibility and consumer satisfaction, but there is no mediating relationship between the dimension of environmental responsibility and consumer satisfaction. This study is beneficial to other enterprises in the formulation and planning of social responsibility, helps enterprises better understand consumer demands under different CSR dimensions, and provides a useful reference for the formulation of more accurate CSR strategies. © 2024 The Author(s)
format Article
author Hua, Xiangzhou
Mohd Hasan, Nurul Ain
De Costa, Feroz
Qiao, Weihua
spellingShingle Hua, Xiangzhou
Mohd Hasan, Nurul Ain
De Costa, Feroz
Qiao, Weihua
The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction
author_facet Hua, Xiangzhou
Mohd Hasan, Nurul Ain
De Costa, Feroz
Qiao, Weihua
author_sort Hua, Xiangzhou
title The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction
title_short The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction
title_full The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction
title_fullStr The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction
title_full_unstemmed The mediating role of electronic word-of-mouth in the relationship between CSR initiative and consumer satisfaction
title_sort mediating role of electronic word-of-mouth in the relationship between csr initiative and consumer satisfaction
publisher Elsevier
publishDate 2024
url http://psasir.upm.edu.my/id/eprint/113746/1/113746.pdf
http://psasir.upm.edu.my/id/eprint/113746/
https://linkinghub.elsevier.com/retrieve/pii/S2405844024110584
_version_ 1823093072939974656
score 13.244413

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