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 journalArticlepeer-review

3 Citations (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

Bibliographical note

Funding Information:
This work was supported by the National Research Foundation of Korea (NRF) grant funded by the Korea government (MSIP) (No.2015R1A2A2A04005218).

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

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