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Publication
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| Research Title |
ENHANCING THE ROLE OF SOCIAL MEDIA INFLUENCERS AND EWOM THROUGH
CORPORATE SOCIAL RESPONSIBILITY COMMUNICATION IN THE CONSUMER GOODS |
| Date of Distribution |
17 November 2023 |
| Conference |
| Title of the Conference |
The Gadjah Mada International Conference on Economics and Business |
| Organiser |
Faculty of Economics and Business, Universitas Gadjah Mada |
| Conference Place |
Yogyakarta |
| Province/State |
Yogyakarta |
| Conference Date |
26 September 2023 |
| To |
27 September 2023 |
| Proceeding Paper |
| Volume |
11 |
| Issue |
1 |
| Page |
41 |
| Editors/edition/publisher |
Faculty of Economics and Business, Universitas Gadjah Mada |
| Abstract |
Introduction/Main Objectives: Fast-moving consumer goods firms must address corporate social
responsibility (CSR) because it might impact their competitiveness and financial success. CSR
communication improves customer connections, Social Media Influencers, and eWOM. This study
examines how CSR communication affects Social Media Influencers, eWOM, and the performance of an
Indonesian consumer goods company. Background Issues: CSR communication is essential for ethical
business and social well-being. In the Indonesian consumer products industry, CSR communication's
impact on customer, SMI, and eWOM interactions needs further study. Novelty: This study examines how
CSR communication affects an Indonesian consumer products company. CSR communication, Social
Media Influencers, and eWOM are examined innovatively. Methods: This quantitative study uses stratified
sampling to acquire data from Indonesian consumer goods company customers who have purchased items
and recognize its CSR initiatives. Data was collected via a mailed questionnaire. Survey results were
analyzed using CFA and SEM. The study indicated that CSR communication significantly affects
Indonesian consumer goods companies' CSR actions. Finding/Results: The study found that CSR
communication significantly impacts the performance of the Indonesian consumer goods company in
exploring CSR practices. The study found that CSR communication positively impacts Social Media
Influencers, which positively impacts eWOM. CSR communication also has a positive effect on eWOM.
These findings indicate that focusing on CSR communication can improve Indonesia's consumer goods
industry's competitive advantage and financial performance. Conclusion: The results of this study suggest
that CSR communication is a critical aspect of the business strategy for Indonesian consumer goods
companies. Enhancing relationships with customers and Social Media Influencers through CSR
communication can create customer value and improve a company's financial performance. Therefore, it is
recommended that Indonesian consumer goods companies prioritize CSR communication as an essential
part of their business strategy to enhance relationships with customers and Social Media Influencers and
create value for customers.
Keywords: CSR communication, social media influencers, eWOM |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Abstract |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
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