The current study adopts service dominant logic to examine how consumers react to social platforms that communicate corporate sustainability efforts. The results suggest a positive connection between corporate sustainability efforts and evaluation of e-service quality as well as between corporate sustainability efforts and e-WOM. We also find that corporate sustainability efforts encourage consumers to spread positive e-WOM on a platform that provides useful information and that is well-designed. This study extends our understanding of corporate sustainability efforts by applying service dominant logic toward an explanation of consumer evaluation and e-WOM.
|Number of pages||16|
|Journal||International Journal of Advertising|
|Publication status||Published - 2019 Nov 17|
Bibliographical noteFunding Information:
This work was supported by the National Research Foundation of Korea (NRF) grant funded by the Korea government (MSIP) (No.2015R1A2A2A04005218).
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