The moderating role of perceived CSR messages on the relationship between e-WOM and online customer trust
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Từ khóa:
Word of Mouth
CSR
CSR message
marketing
E-Commerce
Tóm tắt
Electronic word of mouth (e-WOM) studies have been popular as a result of the rise of social networks and e-commerce. Nonetheless, there has been very little research on CSR communication associated with e-WOM. The purpose of this study is to see how e-WOM, as a means of sharing information about CSR activities, affects Vietnamese B2C e-commerce customers’ trust. With the help of 349 online consumers in Hanoi, data was gathered through online and direct survey methods. As a result of the findings, we can conclude that the relationship between e-WOM and customer’s trust is moderated by CSR messages. The authors provide a variety of solutions based on the research findings to assist B2C organizations in improving their communicating information about CSR activities to achieve the optimum marketing effectiveness
Tài liệu tham khảo
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Jun 30, 2022
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Cách trích dẫn
Nguyen Hong Quan, Pham Lan Huong, Pham Thai Ha, Tran Hong Ha, Ha Minh Ngoc, Le Thi Hong Loan. “The Moderating Role of Perceived CSR Messages on the Relationship Between E-WOM and Online Customer Trust”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 20, số p.h 6.1, Tháng Sáu 2022, tr 113-9, doi:10.31130/ud-jst.2022.099.
