Building CSR Communication in the Banking Business in Thailand: The Mediating Effects of Social Media Influencers and Consumer Skepticism
Keywords:
Social Media Influencers, Consumer Skepticism, CSR Communication, Customer Value Co-creationAbstract
Corporate social responsibility (CSR) communication is an essential program for each organization's ethical approach to corporate practices, long-term commercial success, and influence on societal well-being. CSR communication plays a primary role in enhancing relationships with customers. This study investigates the impact of CSR communication on social media influencers (SMIs), consumer skepticism, and customer value co-creation (CVCC) in the Thai banking business. This study used quantitative and stratified sampling of 400 samples using a mailed questionnaire method from customers who had purchased products from, and recognized the CSR of the Thai banking business. Confirmatory factor analysis (CFA) and structural equation model (SEM) were applied to analyze the questionnaire results. It was found that the outcomes of CSR communication and each construct considerably affect Thai banking business performance in exploring CSR communication, and that SMIs have a positive impact on CSR communication. Correspondingly, consumer skepticism has a positive impact on CSR communication, and CSR communication has a positive impact on customer value co-creation. The study's findings indicate that the increasing number of investigations related to CSR could help improve the banking industry's competitive advantage and financial performance.
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