Corporate Social Responsibility and Word of Mouth Intentions
Bohyeon Kang
Corporate Social Responsibility and Word of Mouth Intentions - 2018-04-16 - 7 - 4 48 .
"Companies have invested substantial resources in corporate social responsibility (CSR) initiatives in part to accomplish various strategic objectives. However, firms may utilize CSR to not merely benefit the environment and society, but also to accomplish various strategic objectives. However, firms may utilize CSR to not merely benefit the environment and society, but also to accomplish various firm level strategic objectives and gain competitive advantages. This paper examined the effectiveness of CSR in generating word of mouth and integrated the literature in CSR with the literature on WOM and demonstrated the linkages between the two. The results suggested that CSR image influenced trust and loyalty, and that trust and loyalty had a positive influence on WOM intentions."
Marketing
CSR
Loayalty
Trust
WOM
Corporate Social Responsibility and Word of Mouth Intentions - 2018-04-16 - 7 - 4 48 .
"Companies have invested substantial resources in corporate social responsibility (CSR) initiatives in part to accomplish various strategic objectives. However, firms may utilize CSR to not merely benefit the environment and society, but also to accomplish various strategic objectives. However, firms may utilize CSR to not merely benefit the environment and society, but also to accomplish various firm level strategic objectives and gain competitive advantages. This paper examined the effectiveness of CSR in generating word of mouth and integrated the literature in CSR with the literature on WOM and demonstrated the linkages between the two. The results suggested that CSR image influenced trust and loyalty, and that trust and loyalty had a positive influence on WOM intentions."
Marketing
CSR
Loayalty
Trust
WOM