Social ripple: Unraveling the impact of customer relationship management via social media on consumer emotions and behavior

• Xuan Zhou

  School of Theater Film and Television, Communication University of China

• Naveed Ahmad

  Faculty of Management, Department of Management Sciences, Virtual University of Pakistan, and Faculty of Management Sciences, University of Central Punjab

• Linda Heejung Lho

  College of Business Division of Tourism and Hotel Management, Cheongju University

• Heesup Han

  College of Hospitality and Tourism Management, Sejong University

Traditional customer relationship management models are ineffective for creating long-term relationships, but social media offers a more interactive approach. Despite the growing use of social media for corporate social responsibility (CSR), understanding of its link with the advocacy behavior of customers in banking contexts is limited. Our study bridges this gap, examining this relationship with the customer emotions of gratitude and warm glow considered as mediators. Data from bank customers revealed there was a significant correlation between CSR-related information and the advocacy behavior of customers, with gratitude and warm glow mediating this relationship. From a social behavior and personality perspective, our research illuminates the significant role of human emotions in the interaction between banking organizations and customers. Our findings will help banks seeking to foster a competitive advantage by improving the advocacy behavior of customers in the context of CSR.

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