Corporate sustainability efforts and e-WOM intentions in social platforms. Issue 8 (17th November 2019)

• Record Type: Journal Article
• Authors: Choi, Chang Suk; Cho, Yoon-Na; Ko, Eunju; Kim, Sang Jin; Kim, Kyung Hoon; Sarkees, Matthew E.
• Is Part Of: International journal of advertising. Volume 38:Issue 8(2019)
• Page Start: 1224
• Page End: 1239
• Publication Date: 2019-11-17
• Subjects: Corporate sustainability efforts -- e-service quality -- e-WOM -- social platforms; Advertising -- Periodicals; 659.105
• DOI: 10.1080/02650487.2019.1613858
• Languages: English
• ISSNs: 1759-3948

Abstract

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.