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The Influence of Social Media Corporate Social Responsibility Communication on Consumer– Brand Identification and Electronic Word of Mouth in the Banking Sector: The Moderating Role of User-Generated Content

Rajesh Sharma

Management and Labour Studies2025https://doi.org/10.1177/0258042x241307377article
AJG 1ABDC C
Weight
0.50

What the paper says

This study contributes to both marketing and corporate social responsibility (CSR) literature by exploring consumer perceptions of CSR in the banking sector. The findings reveal that CSR efforts on social media help build consumer–brand identification (C-B identification) and promote positive electronic word of mouth (eWOM). Both perceived CSR initiatives and C-B identification have a direct, positive effect on eWOM. Additionally, user-generated content enhances the effect of CSR initiatives on eWOM. For policymakers, these findings highlight the impact of engaging CSR communication on social media. Effective CSR strategies can strengthen brand identity and build positive consumer engagement, supporting loyalty and advocacy. This study expands knowledge on CSR communication within the banking sector and offers practical insights into social media strategies.

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https://doi.org/https://doi.org/10.1177/0258042x241307377

Or copy a formatted citation

@article{rajesh2025,
  title        = {{The Influence of Social Media Corporate Social Responsibility Communication on Consumer– Brand Identification and Electronic Word of Mouth in the Banking Sector: The Moderating Role of User-Generated Content}},
  author       = {Rajesh Sharma},
  journal      = {Management and Labour Studies},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/0258042x241307377},
}

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The Influence of Social Media Corporate Social Responsibility Communication on Consumer– Brand Identification and Electronic Word of Mouth in the Banking Sector: The Moderating Role of User-Generated Content

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.