Corporate sustainability efforts and e-WOM intentions in social platforms

Chang Suk Choi, Yoon Na Cho, Eunju Ko, Sang Jin Kim, Kyung Hoon Kim, Matthew E. Sarkees

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)1224-1239
Number of pages16
JournalInternational Journal of Advertising
Volume38
Issue number8
DOIs
Publication statusPublished - 2019 Nov 17

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Sustainable development
sustainability
evaluation
Corporate sustainability
Service-dominant logic

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

Cite this

Choi, Chang Suk ; Cho, Yoon Na ; Ko, Eunju ; Kim, Sang Jin ; Kim, Kyung Hoon ; Sarkees, Matthew E. / Corporate sustainability efforts and e-WOM intentions in social platforms. In: International Journal of Advertising. 2019 ; Vol. 38, No. 8. pp. 1224-1239.
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Corporate sustainability efforts and e-WOM intentions in social platforms. / Choi, Chang Suk; Cho, Yoon Na; Ko, Eunju; Kim, Sang Jin; Kim, Kyung Hoon; Sarkees, Matthew E.

In: International Journal of Advertising, Vol. 38, No. 8, 17.11.2019, p. 1224-1239.

Research output: Contribution to journalArticle

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