Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

Social media has emerged as a flexible and interactive communication medium in the present digital era. Contemporary businesses use social to achieve different objectives. However, using for corporate responsibility (CSR) with stakeholders like, consumers is not well-explored existing literature. Furthermore, prior studies have also failed consider blend of CSR consumer-related outcomes, example, their loyalty purchase likelihood. To this end, objective study examine relationship bank through consumer intention. The current proposes brand admiration potential mediator between relationship. data were collected from banking self-administered questionnaire developing economy. analyzed structural equation modeling (SEM) technique AMOS software. results survey confirmed that on direct indirect, via admiration, relations loyalty, intentions. outcomes will be helpful policymakers understand importance enhance intention consumers.