| Title of Article |
Building CSR Communication in Banking Business Thailand: The Mediating Effects of Social Media Influencers and Consumer Skepticism |
| Date of Acceptance |
16 January 2023 |
| Journal |
| Title of Journal |
Creative Business and Sustainability Journal |
| Standard |
TCI |
| Institute of Journal |
Chulalongkorn Business School at Chulalongkorn University in Thailand |
| ISBN/ISSN |
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| Volume |
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| Issue |
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| Month |
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| Year of Publication |
2023 |
| Page |
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| Abstract |
Corporate social responsibility communication (CSRC) is an essential program for each organization's ethical approaches to corporate practices, long-term commercial success, and influence on societal well-being. CSRC is the primary role in relationship-enhancing with customers. This study investigates CSRC on social media influencers (SMIs), consumer skepticism, and customer value co-creation (CVCC) in the Thai banking business. The research method of this study used quantitative and stratified sampling obtained through the 400 samples using a mailed questionnaire method from customers who have purchased and recognized the CSR of the Thai banking business. The statistics applied confirmatory factor analysis (CFA) and structural equation model (SEM). The outcomes of CSRC and each construct considerably affect Thai banking business performance in exploring CSRC. SMIs have a positive impact on CSRC. Correspondingly, consumer skepticism has a positive impact on CSRC. CSRC has a positive impact on customer value co-creation. The study's findings revealed that the increasing number of investigations related to CSR could help improve the banking industry's competitive advantage and financial performance. |
| Keyword |
Social Media Influencers, Consumer Skepticism, CSRC, Customer Value Co-creation |
| Author |
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| Reviewing Status |
มีผู้ประเมินอิสระ |
| Status |
ได้รับการตอบรับให้ตีพิมพ์ |
| Level of Publication |
นานาชาติ |
| citation |
false |
| Part of thesis |
true |
| Attach file |
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| Citation |
0
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Publication
Journal Publication
ไทย