Work

Using CSR Communication through Social Media for Developing Long-Term Customer Relationships. The Case of Romanian Consumers

Year: 2022

Type: article

Abstract: The digital technology evolution and the pandemic context has altered the way people do business across the world.Marketers must use the new methods that include digital technology to surpass their competition, as traditional competitive techniques will not yield spectacular outcomes.In this situation, using social media as a marketing tool gives a strategic touchpoint for marketers to develop long-term relationships with their customers.In this context, our study highlights the way CSR communication through social media platforms can generate long-term relationships as it influences the customer, corporate reputation, customer satisfaction, and customer trust.For our research, the data were collected with the help of an online self-administered questionnaire filled in by 658 customers.The results emphasize that CSR communication through social media platforms strongly and positively influences corporate reputation, customer satisfaction, customer trust, and customer loyalty.The research results emphasize that communicating CSR initiatives through social media platforms must be part of

Source: ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH

DOI: 10.24818/18423264/56.2.22.17

Authors: TOPOR DAN IOAN, MAICAN SILVIA STEFANIA, PASTIU CARMEN ADINA, PUGNA IRINA BOGDANA, SOLOVASTRU MIRCEA STEFAN

Institutions: 1 Decembrie 1918 University, Bucharest University of Economic Studies

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4283171663

FWCI: 2.632

Cites: 29

Cited by: 24

Related to: 10