The Role of CSR Engagement in Customer-Company Identification and Behavioral Intention During the COVID-19 Pandemic.
Front Psychol
; 12: 721410, 2021.
Article
en En
| MEDLINE
| ID: mdl-34475843
ABSTRACT
The global coronavirus pandemic has reignited a strategic debate among the business community of the necessity for corporate social responsibility (CSR) engagement in the ever-dynamic social media. Considering the global economic downturn introduced by the COVID-19 pandemic, the present research is devoted to investigating whether CSR engagement in social media can help DiDi (a Chinese shared brand) at stake survive this overwhelming crisis. A theoretical model proposed to describe the hypothesized relationships was tested by a Structural Equation Modeling technique through the empirical online questionnaire. Through findings, we demonstrated that there was a positive relationship between CSR engagement of DiDi on WeChat, customer-company identification (C-C identification), and behavioral intention [purchase intention, brand loyalty, and e-word-of-mouth (eWOM)] of customers. With attention to psychological influence, our empirical statistics also evidenced the mediating role of C-C identification between CSR engagement and behavioral intention of customers. This study highlights the significant role of CSR engagement in a critical period theoretically and offers businesses more open innovation strategies to compete against the COVID-19 pandemic-induced market downturn.
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MEDLINE
Tipo de estudio:
Diagnostic_studies
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Prognostic_studies
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En
Revista:
Front Psychol
Año:
2021
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Article