The Relationship between CSR Communication on Social Media, Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy

Modern businesses in the present digital age are facing different challenges for survival and growth due to stiff competitive environment that prevails almost every sector. Technology, especially technology, has changed way of doing business around globe. Marketers need develop new strategies by incorporating element technology overrun their competitors, as conventional will not produce extraordinaryresults. The rise social media, this regard, is a game-changer context marketing it provides strategic touchpoint marketers involve customers with brand. Prior research largely ignored relationship between corporate responsibility (CSR) practices brand positive customer experiences. Hence study aims test customer-related CSR activities on media behavioral consequences customers, such purchase likelihood electronic word mouth (E-WOM). data were collected from banking developing economy analyzed through structural equation modeling AMOS software. results revealed activitieson mediainfluence outcomes like E-WOM intentions. result also attitude mediates CSR, E-WOM, findings can help policymakers understand importance CSRpractices perspective marketing, which contemporary researchers.