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Article

The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory

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Economics and Management School, Wuhan University, Wuhan 430072, China
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College of Business, Abu Dhabi University, Abu Dhabi P.O. Box 59911, United Arab Emirates
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Department of Business Administration, National Central University, 300, Jhongda Rd., Jhongli District, Taoyuan 32001, Taiwan
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Department of Management Sciences, COMSATS University Islamabad (CUI), Islamabad 44000, Pakistan
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School of Entrepreneurship, Wuhan University of Technology, Wuhan 430072, China
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Department of Business Administration, Faculty of Economics and Business, University of Oviedo, 33003 Oviedo, Spain
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Author to whom correspondence should be addressed.
Academic Editor: Andrea Pérez
Sustainability 2021, 13(9), 4700; https://0-doi-org.brum.beds.ac.uk/10.3390/su13094700
Received: 9 April 2021 / Revised: 19 April 2021 / Accepted: 19 April 2021 / Published: 22 April 2021
(This article belongs to the Special Issue Corporate Social Responsibility (CSR) and CSR Implementation)
The concept of corporate social responsibility (CSR) is an ever-evolving concept in the field of business management. Even in 2021, its boundaries are evolving and researchers are linking the concept of CSR to different variables to achieve different outcomes. However, the concept of CSR in the healthcare sector is not well-explored in prior literature. The current study is an application of social identity theory to induce electronic word-of-mouth (eWOM) from consumers for a specific brand, through its CSR engagement on social media (CSRS) and consumer-company identification (CCI) in the healthcare sector of an emerging economy. The data of the current survey were collected from different patients of four large hospitals in a large city through a self-administered questionnaire (paper-pencil technique). To validate different hypotheses of the current study, the authors employed the structural-equation-modeling (SEM) technique using AMOS software. The output of SEM analysis confirmed that CSRS positively influences eWOM, and CCI mediates this relationship. The findings of the current study will be helpful for policymakers in the healthcare industry to improve their understanding of CSRS and CCI, inducing eWOM through the lens of social identity theory. View Full-Text
Keywords: digital platforms; CSR; eWOM; consumer-company identification; healthcare sector digital platforms; CSR; eWOM; consumer-company identification; healthcare sector
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MDPI and ACS Style

Ma, R.; Cherian, J.; Tsai, W.-H.; Sial, M.S.; Hou, L.; Álvarez-Otero, S. The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory. Sustainability 2021, 13, 4700. https://0-doi-org.brum.beds.ac.uk/10.3390/su13094700

AMA Style

Ma R, Cherian J, Tsai W-H, Sial MS, Hou L, Álvarez-Otero S. The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory. Sustainability. 2021; 13(9):4700. https://0-doi-org.brum.beds.ac.uk/10.3390/su13094700

Chicago/Turabian Style

Ma, Rui, Jacob Cherian, Wen-Hsien Tsai, Muhammad S. Sial, Li Hou, and Susana Álvarez-Otero. 2021. "The Relationship of Corporate Social Responsibility on Digital Platforms, Electronic Word-of-Mouth, and Consumer-Company Identification: An Application of Social Identity Theory" Sustainability 13, no. 9: 4700. https://0-doi-org.brum.beds.ac.uk/10.3390/su13094700

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