Volume 19, No. 2, 2022

Sustainable Corporate Social Responsibility Through Social Media In Relation To Electronic Word Of Mouth (E-WOM) And Consumer Loyalty: An Applied Study Of A Sample Of Banking Sector Customers In The Kingdom Of Bahrain


Dr. Naglaa Elgammal

Abstract

Most studies related to corporate social responsibility (CSR) through social media (SCSR) focus on CSR initiatives and their types. The current study is interested in the recent perspective of integrating the two concepts of sustainability and CSR. This approach seeks to ensure the continuity of all CSR Communication so that it becomes an inseparable part of integrated marketing communication that seeks to influence consumer purchasing decisions. The study proceeds from the assumption that sustainable S-CSR can develop positive emotions among consumers, in the form of their brand admiration, which in turn affects their loyalty and their involvement in electronic word-of-mouth (E-WOM) marketing. The most significant results of this study reveal that the sustainable S-CSR initiatives of a sample of Bahraini banks have already affected consumers’ loyalty and E-WOM. In addition, both brand admiration and EWOM mediate the relationship between sustainable S-CSR and customer loyalty.


Pages: 9059-9080

Keywords: Corporate social responsibility through social media (S–CSR) - Sustainability - Consumer loyalty - Brand admiration - Electronic word-of-mouth (E-WOM) - Kingdom of Bahrain.

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