Consumer perceived corporate social responsibility and electronic word of mouth in social media: mediating role of consumer–company identification and moderating role of user-generated content

This paper intends to examine the role of CSR communication on social media in building consumer company identification (C–C identification) and electronic word mouth (EWOM) Indian banking context. Specifically, this study addresses following three research questions: First, how does perceived orientation public sector banks (CPBCSRSM) help spreading positive EWOM C–C identification? Second, what are mediating effects between CPBCSRSM EWOM? Third, user-generated content (UGC) moderate influence The author analyzed data obtained from 648 banks’ consumers who evaluated consumers’ initiatives those which have presence media, by using CFA SEM techniques through SPSS AMOS. findings indicate that direct EWOM. also moderating UGC Our significantly contributes marketing literature, adding limited knowledge its media. enriches extant literature filling gaps such as improving generalizability findings, providing an integrated framework multiple platforms emerging economy. will provide a significant forward step professionals regarding factors influencing highlights policymakers they need focus for better engagement, identification, encouraging favorable