Tóm tắt:
Nghiên cứu xem xét vai trò của niềm tin với thương hiệu (NTVTH) trên mạng xã hội Facebook dưới ảnh hưởng tiền đề là nhận thức về trách nhiệm xã hội kỹ thuật số (DSR) của khách hàng và hệ quả là hành vi truyền miệng điện tử và lòng trung thành. Nghiên cứu này sử dụng lý thuyết Kích thích phản ứng (SOR) và lý thuyết Trao đổi xã hội (SET) để giải thích mối quan hệ giữa DSR, NTVTH, truyền miệng điện tử và lòng trung thành. Thông qua khảo sát 314 người dùng mạng xã hội Facebook tại Thành phố Hồ Chí Minh (TP.HCM) có tham gia tương tác trực tuyến với các hoạt động trách nhiệm xã hội của doanh nghiệp, kết quả phân tích PLS-SEM cho thấy nhận thức về DSR có ảnh hưởng tích cực đáng kể đến NTVTH, truyền miệng điện tử và lòng trung thành trên mạng xã hội Facebook.
Tài liệu tham khảo:
- Abd-El-Salam, E. M. (2020). Investigating loyalty through CSR: The mediating role of brand image and brand trust. Journal of Customer Behaviour, 19(3), 252-279.
- Ahn, J. (2020). Understanding the role of perceived satisfaction with autonomy, competence, and relatedness in the CSR context. Journal of Sustainable Tourism, 28(12), 2027-2043.
- Alan, A. K., & Kabadayı, E. T. (2014). Quality antecedents of brand trust and behavioral intention. Procedia-Social and Behavioral Sciences, 150, 619-627.
- Bigné, E., Currás‐Pérez, R., & Aldás‐Manzano, J. (2012). Dual nature of cause‐brand fit: Influence on corporate social responsibility consumer perception, European Journal of Marketing, 46 (3/4), 575-594.
- Blau, P. M. (1964). 1964 Exchange and power in social life. New York: Wiley.
- Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business horizons, 34(4), 39-48.
- Casaló, L., Flavián, C. and Guinalíu, M. (2007. The impact of participation in virtual brand communities on consumer trust and loyalty: The case of free software. Online Information Review, 31(6), 775-792.
- Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
- Chinomona, R. (2016. Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.
- Chung, K. C. (2012). Antecedents of brand trust in online tertiary education: a tri-nation study. Journal of Global Scholars of Marketing Science, 22(1), 24-44.
- Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3(3), 96-107.
- De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of marketing science, 36(4), 578-596.
- Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International journal of management reviews, 12(1), 8-19.
- Eberle, D., Berens, G., & Li, T. (2013). The impact of interactive corporate social responsibility communication on corporate reputation. Journal of business ethics, 118(4), 731-746.
- Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
- Fatma, M., Ruiz, A. P., Khan, I., & Rahman, Z. (2020). The effect of CSR engagement on eWOM on social media. International Journal of Organizational Analysis, 28(4), 941-956.
- Fernández, P., Hartmann, P., & Apaolaza, V. (2022). What drives CSR communication effectiveness on social media? A process-based theoretical framework and research agenda. International Journal of Advertising, 41(3), 385-413.
- Foreh, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of consumer psychology, 13(3), 349-356.
- Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
- Fredrickson, B. L. (2004). The broaden-and-build theory of positive emotions. Philosophical transactions of the royal society of London. Series B: Biological Sciences, 359(1449), 1367-1377.
- Gergen, K. J. (1969). The psychology of behavior exchange.
- Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
- Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (277-319). Emerald Group Publishing Limited.
- Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of marketing, 75(6), 55-71.
- Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (2009). Structural Equation Modeling-Chapter 11. Multivariate Data Analysis. 5th Ed., New Jersey: Prentice Hall.
- Jones, D. (1997). Good works, good business. USA today, 25, 1B-2B.
- Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of marketing research, 29(1), 35-50.
- Khan, Z., Ferguson, D., & Pérez, A. (2015). Customer responses to CSR in the Pakistani banking industry. International Journal of Bank Marketing, 33(4), 471-493.
- Kim, W. G., & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International journal of hospitality management, 28(1), 144-156.
- Law, K. S., Wong, C. S., & Song, L. J. (2004). The construct and criterion validity of emotional intelligence and its potential utility for management studies. Journal of applied Psychology, 89(3), 483.
- Lee, Y.-J., Yoon, H. J., & O’Donnell, N. H. (2018). The effects of information cues on perceived legitimacy of companies that promote corporate social responsibility initiatives on social networking sites. Journal of Business Research, 83, 202-214.
- Maignan, I., & Ferrell, O. C. (2001). Corporate citizenship as a marketing instrument‐Concepts, evidence and research directions. European journal of marketing, 35(3/4), 457-484.
- Martínez, P., & Rodríguez del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89-99.
- Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
- Melo, T., & Galan, J. I. (2011). Effects of corporate social responsibility on brand value. Journal of brand management, 18(6), 423-437.
- Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the academy of marketing science, 37(3), 328-344.
- Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
- NapoleonCat (2021). Facebook user in Viet Nam, Truy cập tại https://napoleoncat.com/stats/facebook-users-in-viet_nam/2021/03/ ngày truy cập 08/07/2022.
- Okazaki, S., Plangger, K., West, D., & Menéndez, H. D. (2020). Exploring digital corporate social responsibility communications on Twitter. Journal of Business Research, 117, 675-682.
- Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4_suppl1), 33-44.
- Osakwe, C. N., & Yusuf, T. O. (2021). CSR: A roadmap towards customer loyalty. Total Quality Management & Business Excellence, 32(13-14), 1424-1440.
- Pervan, S. J., Bove, L. L., & Johnson, L. W. (2009). Reciprocity as a key stabilizing norm of interpersonal marketing relationships: Scale development and validation. Industrial Marketing Management, 38(1), 60-70.
- Pivato, S., Misani, N., & Tencati, A. (2008). The impact of corporate social responsibility on consumer trust: the case of organic food. Business ethics: A European review, 17(1), 3-12.
- Puriwat, W., & Tripopsakul, S. (2021). Customer engagement with digital social responsibility in social media: A case study of COVID-19 situation in Thailand. The Journal of Asian Finance, Economics and Business, 8(2), 475-483.
- Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing Research, 38(2), 225-243.
- Sijoria, C., Mukherjee, S. and Datta, B. (2018. Impact of the antecedents of eWOM on CBBE. Marketing Intelligence and Planning, 36 (5), 528-542.
- Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66(1), 15-37.
- Tao, W., & Wilson, C. (2015). Fortune 1000 communication strategies on Facebook and Twitter. Journal of Communication Management, 19(3), 208-223.
- Torres, A., Bijmolt, T. H., Tribó, J. A., & Verhoef, P. (2012). Generating global brand equity through corporate social responsibility to key stakeholders. International journal of research in marketing, 29(1), 13-24.
- Tran, N. T. (2022). Impact of corporate social responsibility on customer loyalty: Evidence from the Vietnamese jewellery industry. Cogent Business & Management, 9(1), 2025675.
- Tsao, W. C., & Hsieh, M. T. (2012). Exploring how relationship quality influences positive eWOM: the importance of customer commitment. Total Quality Management & Business Excellence, 23(7-8), 821-835.
- Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., & Avramidis, P. K. (2009). Corporate social responsibility: attributions, loyalty, and the mediating role of trust. Journal of the academy of marketing science, 37(2), 170-180.
- Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195.
- Whitener, E. M., Brodt, S. E., Korsgaard, M. A., & Werner, J. M. (1998). Managers as initiators of trust: An exchange relationship framework for understanding managerial trustworthy behavior. Academy of management review, 23(3), 513-530.
- Wilk, V., Soutar, G. N., & Harrigan, P. (2020). Online brand advocacy (OBA): the development of a multiple item scale. Journal of Product & Brand Management, 29(4), 415-429.
- Wong, A. (2004). The role of emotional satisfaction in service encounters. Managing Service Quality: An International Journal, 14(5), 365-376.
- YouGo (2019). Người Việt dành 1/6 thời gian trong ngày cho mạng xã hội, Truy cập tại https://vn.yougov.com/news/2019/05/23/ngi-vit-nam-danh-16-thi-gian-trong-ngay-cho-mng-xa/, ngày truy cập 12/08/2022.
Abstract:
This study considered the role of the brand trust on Facebook under the influence of the antecedents of customers' perception of digital social responsibility. The consequences are electronic word of mouth (eWOM) and loyalty. This study uses the theory of reaction stimulation (SOR) and social exchange theory (SET) to explain the relationship between digital social responsibility, trust with brands, electronic word-of-mouth (eWOM), and loyalty. Through the survey of 314 Facebook users in Ho Chi Minh City participating in online interaction with the brand’s social responsibility programmes, the results of the PLS-SEM analysis show that the awareness of digital social responsibility has a significant positive influence on the brand trust, eWOM, and loyalty on Facebook.