Corporate Social Responsibility Shaping Electronic Word of Mouth & Attitude toward Brand

Abstract

The aim of this study was to identify the impact of corporate social responsibility on electronic word of mouth (eWOM) and attitude towards brand. Quantitative research design was adopted, sample size consisted of 221 questionnaires. Data was collected with the help of snowball sampling.Analysis of the data was conducted with the help of SPSS (Statistical Packages for Social Science). This study shows that corporate social responsibility(CSR) has a positive impact on electronic word of mouth and attitude towards brand. Electronic word of mouth also positively and significantly mediates the relationship of CSR and attitude towards brand. Organizations must understand the importance of corporate social responsibility, electronic word of mouth and other significant factors and try to manage customer’s attitude towards brand to influence their perception.In future this kind of researches will be conducted on the customers of Pepsi Cola and Gourmet Cola and compare the results. This study has strived to identify the relationship between CSR, eWOM and consumers attitude towards brand through survey analysis. Present study can also serve as a base for future researches. Further research can use similar framework on other constructs to test their interrelationships and predict best possible effects.