Philippine Television Network Companies’ Corporate Social Responsibility Engagements and Electronic Word-of-Mouth: The Intervening Role of Consumer-Company Identification

Q3 Business, Management and Accounting

Journal of Asia-Pacific Business Pub Date : 2022-01-02 DOI:10.1080/10599231.2022.2025643

Shaira Castro, J. P. Lacap, Trisha Mae Garbosa, Estrelita Jimenez, Seranne Finelle Mallari

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引用次数: 7

Abstract

ABSTRACT This study aims to identify the interrelationships among the three variables – corporate social responsibility (CSR) engagement, consumer-company identification (C-C identification), and electronic word-of-mouth (eWOM) in the Philippine television network industry. This study also investigates whether C-C identification can act as a mediator between CSR and eWOM. The participants were viewers and supporters of two leading television networks (ABS-CBN and GMA) in the Philippines (sample size = 433). Quantitative research and a causal predictive approach were utilized in this study. The survey-based data were analyzed through partial least squares-structural equation modeling (PLS-SEM) to estimate the parameters of the structural model. The results showed that CSR engagement has a significant and positive effect on consumer company identification (C-C identification). A significant relationship between CSR engagement and positive eWOM is also supported. Moreover, C-C identification also positively influences eWOM. The mediation analysis also revealed that C-C identification mediates the relationship between CSR engagement and eWOM.

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菲律宾电视网络公司的企业社会责任参与与电子口碑:消费者-公司认同的中介作用

摘要本研究旨在确定菲律宾电视网络行业中三个变量——企业社会责任（CSR）参与度、消费者公司识别（C-C识别）和电子口碑（eWOM）之间的相互关系。本研究还调查了C-C识别是否可以作为CSR和eWOM之间的中介。参与者是菲律宾两个领先电视网（ABS-CBN和GMA）的观众和支持者（样本量=433）。本研究采用了定量研究和因果预测方法。通过偏最小二乘结构方程建模（PLS-SEM）对基于调查的数据进行分析，以估计结构模型的参数。结果表明，企业社会责任参与对消费者企业识别（C-C识别）具有显著的正向影响。CSR参与和积极的eWOM之间的重要关系也得到了支持。此外，C-C识别也对eWOM产生积极影响。中介分析还表明，C-C识别在企业社会责任参与和eWOM之间起中介作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Asia-Pacific Business Business, Management and Accounting-Business and International Management

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.