Banking with purpose: the impact of CSR-S on customer behavior during the COVID-19
Attia Abdelkader Ali,
Fernando Campayo-Sanchez,
Felipe Ruiz-Moreno
Abstract:PurposeThis article examines the impact of banks’ corporate social responsibility communication through social media (CSR-S), electronic word of mouth (eWOM), and brand reputation on consumer behavior during the COVID-19 crisis, with a focus on purchase intention.Design/methodology/approachThe study employed a quantitative approach to analyze data from a survey of 621 Egyptian bank customers who followed the banks’ social media pages and interacted with CSR-S initiatives. A genetic algorithm selected the most … Show more
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