Social ripple: Unraveling the impact of customer relationship management via social media on consumer emotions and behavior

Traditional customer relationship management models are ineffective for creating long-term relationships, but social media offers a more interactive approach. Despite the growing use of social media for corporate social responsibility (CSR), understanding of its link with the advocacy behavior of cu...

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Bibliographic Details
Published in:Social behavior and personality 2023-10, Vol.51 (10), p.1-12
Main Authors: Zhou, Xuan, Ahmad, Naveed, Lho, Linda Heejung, Han, Heesup
Format: Article
Language:English
Subjects:
Analysis
Banking Industry
Banks (Finance)
Consumer Advocacy Behavior
Consumer behavior
Corporate Social Responsibility
Customer Emotions
Customer relations
Customer relationship management
Human acts
Human Behavior
Influence
Marketing research
Social aspects
Social Media
Social networks
Technology application
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Summary:Traditional customer relationship management models are ineffective for creating long-term relationships, but social media offers a more interactive approach. Despite the growing use of social media for corporate social responsibility (CSR), understanding of its link with the advocacy behavior of customers in banking contexts is limited. Our study bridges this gap, examining this relationship with the customer emotions of gratitude and warm glow considered as mediators. Data from bank customers revealed there was a significant correlation between CSR-related information and the advocacy behavior of customers, with gratitude and warm glow mediating this relationship. From a social behavior and personality perspective, our research illuminates the significant role of human emotions in the interaction between banking organizations and customers. Our findings will help banks seeking to foster a competitive advantage by improving the advocacy behavior of customers in the context of CSR.
ISSN:0301-2212
DOI:10.2224/sbp.12716