Engaging customers through user-and company-generated content on CSR

  1. Alberto Badenes-Rocha 1
  2. Carla Ruiz-Mafé 1
  3. Enrique Bigné 1
  1. 1 Facultad de Económicas. Universidad de Valencia
Journal:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Year of publication: 2019

Volume: 23

Issue: 3

Pages: 339-371

Type: Article

DOI: 10.1108/SJME-09-2018-0043 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Spanish journal of marketing-ESIC

Abstract

Proposito – Este estudio analiza el papel de las percepciones de RSC, la identificacion cliente-empresa (CCI) y la confianza en el engagement del cliente (CE), prestando especial atencion al efecto moderador de dos tipos de comunicacion en redes sociales: Contenido Generado por la Empresa (FGC) y Contenido Generado por el Usuario (UGC). Diseño/metodología/enfoque – Se emplean métodos mixtos: un experimento de un factor usando publicaciones de Twitter como estímulo con 227 huéspedes del hotel, cuyo modelo estructural se analizo con SmartPLS 3.2.7., y 3 entrevistas en profundidad con expertos de la industria hotelera. Hallazgos – Los resultados muestran que, cuando un cliente confía en el hotel y se identifica con sus valores corporativos, los tweets de RSC generan engagement. La comunicacion de RSC emitida por usuarios refuerza el impacto de los tweets de RSC en la confianza del cliente más que los tweets publicados por hoteles. Los expertos de la industria hotelera aportan nociones para explicar estos resultados en diferentes tipos de hoteles. Implicaciones prácticas – La comunicacion de RSC realizada a través de Twitter afecta las percepciones del cliente sobre las actividades de RSC del hotel y la confianza en el mismo, especialmente si proceden de una fuente externa a la empresa. Este resultado puede ser útil para gerentes de hoteles que no se benefician de la comunicacion activa de RSC o la interactividad de las redes sociales. Originalidad/valor – Se valida el efecto moderador del UGC en la relacion entre las percepciones de RSC y la confianza de los clientes, contribuyendo así a la investigacion sobre la efectividad de las redes sociales. Se emplea un diseño mixto para incrementar la validez de los resultados

Bibliographic References

  • Aghakhani, N., Karimi, J., Salehan, M. (2018), “A unified model for the adoption of electronic word of mouth on social network sites: Facebook as the exemplar”, International Journal of Electronic Commerce, Vol. 22 No. 2, pp. 202-231.
  • Ahearne, M., Bhattacharya, C.B., Gruen, T. (2005), “Antecedents and consequences of customercompany identification: expanding the role of relationship marketing”, Journal of Applied Psychology, Vol. 90 No. 3, pp. 574-585.
  • Alexander, M., Jaakkola, E. (2016), “Customer engagement behaviors and value cocreation”, in Brodie, R.J., Hollebeek L.D. and Conduit, J. (Eds). Customer Engagement. Contemporary Issues and Challenges, Routledge, London, pp. 3-20.
  • Alvarado-Herrera, A., Bigné, E., Aldas-Manzano, J., Currás-Pérez, R. (2017), “A scale for measuring consumer perceptions of corporate social responsibility following the sustainable development paradigm”, Journal of Business Ethics, Vol. 140 No. 2, pp. 243-262.
  • Bagozzi, R.P., Yi, Y. (1988), “On the evaluation of structural equation models”, Journal of the Academy of Marketing Science, Vol. 16 No. 1, pp. 74-94.
  • Ballantyne, D., Varey, R.J. (2006), “Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing”, Marketing Theory, Vol. 6 No. 3, pp. 335-348.
  • Bhattacharya, C.B., Sen, S. (2003), “Consumer-company identification: A framework for understanding consumers’ relationships with companies”, Journal of Marketing, Vol. 67 No. 2, pp. 76-88.
  • Bigné, E., Chumpitaz, R., Currás, R. (2010), “Alliances between brands and social causes: the influence of company credibility on social responsibility image”, Journal of Business Ethics, Vol. 96 No. 2, pp. 169-186.
  • Bigné, E., Oltra, E., Andreu, L. (2019), “Harnessing stakeholder input on Twitter: a case study of short breaks in Spanish tourist cities”, Tourism Management, Vol. 71, pp. 490-503.
  • Bokunewicz, J.F., Shulman, J. (2017), “Influencer identification in Twitter networks of destination marketing organizations”, Journal of Hospitality and Tourism Technology, Vol. 8 No. 2, pp. 205-219.
  • Brakus, J.J., Schmitt, B.H., Zarantonello, L. (2009), “Brand experience: What is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, Vol. 73 No. 3, pp. 52-68.
  • Brown, T.J., Barry, T.E., Dacin, P.A., Gunst, R.F. (2005), “Spreading the word: investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context”, Journal of the Academy of Marketing Science, Vol. 33 No. 2, pp. 123-138.
  • Casidy, R., Wymer, W., O’Cass, A. (2018),“Enhancing hotel brand performance through fostering brand relationship orientation in the minds of consumers”, Tourism Management, Vol. 66, pp. 72-84.
  • Cepeda, G., Nitzl, C., Roldán, J.L. (2017), “Mediation analyses in partial least squares structural equation modeling: Guidelines and empirical examples”, in Latan H. and Noonan R. (Eds), Partial Least Squares Path Modeling: basic Concepts, Methodological Issues and Applications, Springer, Cham, pp. 173-195.
  • Chathoth, P., Altinay, L., Harrington, R.J., Okumus, F., Chan, E.S. (2013), “Co-production versus cocreation: a process based continuum in the hotel service context”, International Journal of Hospitality Management, Vol. 32, pp. 11-20.
  • Christensen, L.T., Morsing, M., Thyssen, O. (2013), “CSR as aspirational talk”, Organization, Vol. 20 No. 3, pp. 372-393.
  • Chu, S.C., Lien, C.H., Cao, Y. (2018), “Electronic word-of-mouth (eWOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, and consumer engagement on chinese travellers’ eWOM”, International Journal of Advertising, Vol. 37 No. 1, pp. 1-24.
  • Chumpitaz, R.C., Paparoidamis, N.G. (2005), “Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty”, European Journal of Marketing, Vol. 4 Nos 7/8, pp. 836-869.
  • Colicev, A., Malshe, A., Pauwels, K., O’Connor, P. (2018), “Improving consumer mindset metrics and shareholder value through social media: the different roles of owned and earned media”, Journal of Marketing, Vol. 82 No. 1, pp. 37-56.
  • Cropanzano, R., Mitchell, M.S. (2005), “Social exchange theory: an interdisciplinary review”, Journal of Management, Vol. 31 No. 6, pp. 874-900.
  • Currás, R., Bigné, E., Alvarado, A. (2009), “The role of self-definitional principles in consumer identification with a socially responsible company”, Journal of Business Ethics, Vol. 89 No. 4, pp. 547-564.
  • Deng, X., Xu, Y. (2017),“Consumers’responses to corporate social responsibility initiatives: the mediating role of consumer–company identification”, Journal of Business Ethics, Vol. 142 No. 3, pp. 515-526.
  • Dickinger, A. (2011), “The trustworthiness of online channels for experience-and goal-directed search tasks”, Journal of Travel Research, Vol. 50 No. 4, pp. 378-391.
  • Dijkstra, T.K., Henseler, J. (2015), “Consistent partial least squares path modeling”, MIS Quarterly, Vol. 39 No. 2, pp. 297-316.
  • Du, S., Vieira, E.T. (2012), “Striving for legitimacy through corporate social responsibility: Insights from oil companies”, Journal of Business Ethics, Vol. 110 No. 4, pp. 413-427.
  • 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, Vol. 12 No. 1, pp. 8-19.
  • Eberle, D., Berens, G., Li, T. (2013), “The impact of interactive corporate social responsibility communication on corporate reputation”, Journal of Business Ethics, Vol. 118 No. 4, pp. 731-746.
  • Etter, M. (2013), “Reasons for low levels of interactivity: (non-) interactive CSR communication in twitter”, Public Relations Review, Vol. 39 No. 5, pp. 606-608.
  • Etter, M. (2014), “Broadcasting, reacting, engaging–three strategies for CSR communication in twitter”, Journal of Communication Management, Vol. 18 No. 4, pp. 322-342.
  • Ettinger, A., Grabner-Kraeuter, S.,Terlutter, R. (2018), “Online CSR communication in the hotel industry: evidence from small hotels”, International Journal of Hospitality Management, Vol. 68, pp. 94-104.
  • Falk, R.F., Miller, N.B. (1992), A Primer for Soft Modelling, University of Akron Press, Akron, OH.
  • Farrington, T., Curran, R., Gori, K., O’Gorman, K.D., Queenan, C.J. (2017), “Corporate social responsibility: reviewed, rated, revised”, International Journal of Contemporary Hospitality Management, Vol. 29 No. 1, pp. 30-47.
  • Fatma, M., Khan, I., Rahman, Z. (2018), “CSR and consumer behavioral responses: the role of customer-company identification”, Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 2, pp. 460-477.
  • Filieri, R., Alguezaui, S., McLeay, F. (2015), “Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth”, Tourism Management, Vol. 51, pp. 174-185.
  • Filieri, R., Hofacker, C.F., Alguezaui, S. (2018), “What makes information in online consumer reviews diagnostic over time? The role of review relevancy, factuality, currency, source credibility and ranking score”, Computers in Human Behavior, Vol. 80, pp. 122-131.
  • Flavián, C., Guinaliu, M. (2006),“La confianza y el compromiso en las relaciones a través de internet, dos pilares básicos del marketing estratégico en la red”, Cuadernos de Economía y Dirección de Empresas, Vol. 29, pp. 133-160.
  • Flavián, C., Guinalíu, M., Gurrea, R. (2006), “The role played by perceived usability, satisfaction and consumer trust on website loyalty”, Information and Management, Vol. 43 No. 1, pp. 1-14.
  • Fornell, C., Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
  • Funkhouser, G.R., Parker, R. (1999), “An action-based theory of persuasion in marketing”, Journal of Marketing Theory and Practice, Vol. 7 No. 3, pp. 27-40.
  • Gao, Y.L., Mattila, A.S., Lee, S. (2016), “A Meta-analysis of behavioral intentions for environmentfriendly initiatives in hospitality research”, International Journal of Hospitality Management, Vol. 54, pp. 107-115.
  • García de Leaniz, P.M., Rodríguez del Bosque, I. (2015), “Exploring the antecedents of hotel customer loyalty: a social identity perspective”, Journal of Hospitality Marketing and Management, Vol. 24 No. 1, pp. 1-23.
  • Goldsmith, R.E., Lafferty, B.A., Newell, S.J. (2000), “The influence of corporate credibility on consumer attitudes and purchase intent”, Corporate Reputation Review, Vol. 3 No. 4, pp. 304-318.
  • Gupta, S., Lehmann, D.R., Stuart, J.A. (2004), “Valuing customers”, Journal of Marketing Research, Vol. 41 No. 1, pp. 7-18.
  • Hair, J.F., Ringle, C.M., Sarstedt, M. (2011), “PLS-SEM: indeed a silver bullet”, Journal of Marketing Theory and Practice, Vol. 19 No. 2, pp. 139-152.
  • Hair, J.F., Sarstedt, M., Ringle, C.M., Gudergan, S.P. (2018), “Advanced Issues in Partial Least Squares Structural Equation Modeling (PLS-SEM)”, Sage, Thousand Oaks, CA.
  • Hammedi, W., Kandampully, J., Zhang, T.T., Bouquiaux, L. (2015), “Online customer engagement: creating social environments through brand community constellations”, Journal of Service Management, Vol. 26 No. 5, pp. 777-806.
  • Harmeling, C.M., Moffett, J.W., Arnold, M.J., Carlson, B.D. (2017), “Toward a theory of customer engagement marketing”, Journal of the Academy of Marketing Science, Vol. 45 No. 3, pp. 312-335.
  • Harris, L.C., Goode, M.M. (2004), “The four levels of loyalty and the pivotal role of trust: a study of online service dynamics”, Journal of Retailing, Vol. 80 No. 2, pp. 139-158.
  • Hazra, S.G., Srivastava, K.B.L. (2009), “Impact of service quality on customer loyalty, commitment and trust in the Indian banking sector”, Journal of Marketing Management, Vol. 8 No. 3, pp. 74-95.
  • Henseler, J., Ringle, C.M., Sinkovics, R.R. (2009), “The use of partial least squares path modelling in international marketing”, in Sinkovics, R.R. and Ghauri, P.N. (Eds), New Challenges to International Marketing (Advances in International Marketing, Volume 20), Emerald Group Publishing, pp. 277-319.
  • Hernández-Ortega, B., Franco, J.L. (2019), “Developing a new conceptual framework for experience and value creation”, Service Business, Vol. 3 No. 2, pp. 225-248.
  • Hollebeek, L.D. (2011), “Demystifying customer brand engagement: exploring the loyalty nexus”, Journal of Marketing Management, Vol. 27 Nos 7/8, pp. 785-807.
  • Homburg, C., Wieseke, J., Hoyer, W.D. (2009), “Social identity and the service–profit chain”, Journal of Marketing, Vol. 73 No. 2, pp. 38-54.
  • Hu, Y., Kim, H.J. (2018), “Positive and negative eWOM motivations and hotel customers’ eWOM behavior: does personality matter?”, International Journal of Hospitality Management, Vol. 75, pp. 27-37.
  • Huang, M.H., Cheng, Z.H., Chen, I.C. (2017), “The importance of CSR in forming customer–company identification and long-term loyalty”, Journal of Services Marketing, Vol. 31 No. 1, pp. 63-72.
  • Hur, K., Kim, T.T., Karatepe, O.M., Lee, G. (2017), “An exploration of the factors influencing social media continuance usage and information sharing intentions among Korean travelers”, Tourism Management, Vol. 63, pp. 170-178.
  • Iglesias, O. Markovic, S. Bagherzadeh, M., Singh, J.J. (2018), “Co-creation: a key link between corporate social responsibility, customer trust, and customer loyalty”, Journal of Business Ethics, available at: https://doi.org/10.1007/s10551-018-4015-y
  • Jaakkola, E., Alexander, M. (2014), “The role of customer engagement behavior in value co-creation: a service system perspective”, Journal of Service Research, Vol. 17 No. 3, pp. 247-261.
  • Jalilvand, M.R., Vosta, L.N., Mahyari, H.K., Pool, J.K. (2017), “Social responsibility influence on customer trust in hotels: mediating effects of reputation and word-of-mouth”, Tourism Review, Vol. 72 No. 1, pp. 1-14.
  • Jarvenpaa, S., Tractinsky, N., Vitale, M. (2000), “Consumer trust in an internet store”, Information Technology and Management, Vol. 1 Nos 1/2, pp. 45-71.
  • Keh, H.T., Xie, Y. (2009), “Corporate reputation and customer behavioral intentions: the roles of trust, identification and commitment”, Industrial Marketing Management, Vol. 38 No. 7, pp. 732-742.
  • Kim, S. (2017), “The process model of corporate social responsibility (CSR) communication: CSR communication and its relationship with consumers’ CSR knowledge, trust, and corporate reputation perception”, Journal of Business Ethics, available at: https://doi.org/10.1007/s10551-017-3433-6
  • Kim, S.B., Kim, D.Y. (2014), “The effects of message framing and source credibility on green messages in hotels”, Cornell Hospitality Quarterly, Vol. 55 No. 1, pp. 64-75.
  • Kim, H., Hur, W.M., Yeo, J. (2015), “Corporate Brand trust as a mediator in the relationship between consumer perception of CSR, corporate hypocrisy, and corporate reputation”, Sustainability, Vol. 7 No. 4, pp. 3683-3694.
  • Korschun, D., Bhattacharya, C.B., Swain, S.D. (2014), “Corporate social responsibility, customer orientation, and the job performance of frontline employees”, Journal of Marketing, Vol. 78 No. 3, pp. 20-37.
  • Kumar, V. (2013), Profitable Customer Engagement: Concept, Metrics and Strategies, SAGE Publications, New York, NY.
  • Kumar, V. , Bhagwat, Y. (2010), “Listen to the customer”, Marketing Research, Vol. 22 No. 2, pp. 14-19.
  • Kumar, V., Pansari, A. (2016), “Competitive advantage through engagement”, Journal of Marketing Research, Vol. 53 No. 4, pp. 497-514.
  • Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., Kannan, P.K. (2016), “From social to sale: the effects of firm-generated content in social media on customer behaviour”, Journal of Marketing, Vol. 80 No. 1, pp. 7-25.
  • Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., Tillmanns, S. (2010), “Undervalued or overvalued customers: capturing total customer engagement value”, Journal of Service Research, Vol. 13 No. 3, pp. 297-310.
  • Lee, E.M., Yoon, S.J. (2018), “The effect of customer citizenship in corporate social responsibility (CSR) activities on purchase intention: the important role of the CSR image”, Social Responsibility Journal, Vol. 14 No. 4, pp. 753-763.
  • Lichtenstein, D.R., Drumwright, M.E., Braig, B.M. (2004), “The effect of corporate social responsibility on customer donations to corporate-supported nonprofits”, Journal of Marketing, Vol. 68 No. 4, pp. 16-32.
  • Liu, L., Lee, M.K., Liu, R., Chen, J. (2018),“Trust transfer in social media brand communities: the role of consumer engagement”, International Journal of Information Management, Vol. 41, pp. 1-13.
  • López-Davis, S.L., Marín-Rives, L.M. and Ruíz de Maya, S.R. (2017), “Introducing personal social responsibility as a key element to upgrade CSR”, Spanish Journal of Marketing-ESIC, Vol. 21 No. 2, pp. 146-163.
  • Luu, T.T. (2017), “CSR and customer value co-creation behavior: the moderation mechanisms of servant leadership and relationship marketing orientation”, Journal of Business Ethics, Vol. 155 No. 2, pp. 379-398.
  • McGinnies, E., Ward, C.D. (1980), “Better liked than right: trustworthiness and expertise as factors in credibility”, Personality and Social Psychology Bulletin, Vol. 6 No. 3, pp. 467-472.
  • Mael, F., Ashforth, B.E. (1992), “Alumni and their alma mater: a partial test of the reformulated model of organizational identification”, Journal of Organizational Behavior, Vol. 13 No. 2, pp. 103-123.
  • Marín, L., Ruiz, S., Rubio, A. (2009), “The role of identity salience in the effects of corporate social responsibility on consumer behavior”, Journal of Business Ethics, Vol. 84 No. 1, pp. 65-78.
  • Marketing Science Institute (MSI) (2018), Research Priorities 2018-2020, Marketing Science Institute, Cambridge, MA.
  • 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, Vol. 35, pp. 89-99.
  • Martínez-López, F.J., Anaya-Sánchez, R., Molinillo, S., Aguilar-Illescas, R. and Esteban-Millat, I. (2017), “Consumer engagement in an online brand community”, Electronic Commerce Research and Applications, Vol. 23, pp. 24-37.
  • Mauri, A.G., Minazzi, R. (2013), “Web reviews influence on expectations and purchasing intentions of hotel potential customers”, International Journal of Hospitality Management, Vol. 34, pp. 99-107.
  • Molina-Azorín, J.F. (2016), “Mixed methods research: an opportunity to improve our studies and our research skills”, European Journal of Management and Business Economics, Vol. 25 No. 2, pp. 37-38.
  • Morgan, R.M., Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58 No. 3, pp. 20-38.
  • Navío-Marco, J., Ruiz-Gómez, L.M., Sevilla-Sevilla, C. (2018), “Progress in information technology and tourism management: 30 years on and 20 years after the internet – revisiting buhalis and law’s landmark study about eTourism”, Tourism Management, Vol. 69,pp. 460-470.
  • Nunnally, J.C., Bernstein, I.H. (1994), Psychometric Theory, McGraw-Hill, New York, NY.
  • Palacios-Florencio, B., García del Junco, J., Castellanos-Verdugo, M., Rosa-Díaz, I.M. (2018), “Trust as mediator of corporate social responsibility, image and loyalty in the hotel sector”, Journal of Sustainable Tourism, Vol. 26 No. 7, pp. 1273-1289.
  • Pansari, A., Kumar, V. (2017), “Customer engagement: the construct, antecedents, and consequences”, Journal of the Academy of Marketing Science, Vol. 45 No. 3, pp. 294-311.
  • Park, E., Kim, K.J., Kwon, S.J. (2017), “Corporate social responsibility as a determinant of consumer loyalty: an examination of ethical standard, satisfaction, and trust”, Journal of Business Research, Vol. 76, pp. 8-13.
  • Pérez, A., Rodríguez del Bosque, I. (2012), “The role of CSR in the corporate identity of banking service providers”, Journal of Business Ethics, Vol. 108 No. 2, pp. 145-166.
  • Pérez, A., Rodríguez del Bosque, I. (2013), “Measuring CSR image: three studies to develop and to validate a reliable measurement tool”, Journal of Business Ethics, Vol. 118 No. 2, pp. 265-286.
  • Pérez, A., Rodríguez del Bosque, I. (2015), “Corporate social responsibility and customer loyalty: exploring the role of identification, satisfaction and type of company”, Journal of Services Marketing, Vol. 29 No. 1, pp. 15-25.
  • Pérez, A., García de los Salmones, M.M., Rodríguez del Bosque, I. (2013), “The effect of corporate associations on consumer behavior”, European Journal of Marketing, Vol. 47 Nos 1/2, pp. 218-238.
  • Petty, R.E., Cacioppo, J.T. (1986), “The elaboration likelihood model of persuasion”, in Petty, RE. and Cacioppo, JT (Eds), Communication and Persuasion, Springer, New York, NY, pp. 1-24.
  • Phua, J., Jin, S.V., Kim, J.J. (2017), “Gratifications of using Facebook, Twitter, Instagram, or snapchat to follow brands: the moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention”, Telematics and Informatics, Vol. 34 No. 1, pp. 412-424.
  • Porcu, L., Del Barrio-García, S., Kitchen, P.J. (2017), “Measuring integrated marketing communication by taking a broad organisational approach: the firm-wide IMC scale”, European Journal of Marketing, Vol. 51 No. 3, pp. 692-718.
  • Porter, C.E., Donthu, N. (2008), “Cultivating trust and harvesting value in virtual communities”, Management Science, Vol. 54 No. 1, pp. 113-128.
  • Rather, R.A. (2018), “Investigating the impact of customer brand identification on hospitality brand loyalty: a social identity perspective”, Journal of Hospitality Marketing and Management, Vol. 27 No. 5, pp. 487-513.
  • Riera, M., Iborra, M. (2017), “Corporate social irresponsibility: review and conceptual boundaries”, European Journal of Management and Business Economics, Vol. 26 No. 2, pp. 146-162.
  • Ringle, C.M., Sarstedt, M., Straub, D.W. (2012), “Editor’s comments: a critical look at the use of PLSSEM in MIS quarterly”, MIS Quarterly, Vol. 36 No. 1, pp. 3-14.
  • Romero, J. (2018), “Exploring customer engagement in tourism: construct proposal and antecedents”, Journal of Vacation Marketing, Vol. 24 No. 4, pp. 293-306.
  • Ruiz-Mafé, C., Martí-Parreño, J., Sanz-Blas, S. (2014), “Key drivers of consumer loyalty to facebook fan pages”, Online Information Review, Vol. 38 No. 3, pp. 362-380.
  • Ryu, G., Feick, L. (2007), “A penny for your thoughts: referral reward programs and referral likelihood”, Journal of Marketing, Vol. 71 No. 1, pp. 84-94.
  • Sanz-Blas, S., Ruiz-Mafé, C., Pérez-Pérez, I. (2014), “Key drivers of services website loyalty”, The Service Industries Journal, Vol. 34 No. 5, pp. 455-475.
  • Sarstedt, M., Henseler, J., Ringle, C.M. (2011), “Multi-Group analysis in partial least squares (PLS) path modeling: alternative methods and empirical results”, Advances in International Marketing, Vol. 22, pp. 195-218.
  • Scherer, A.G., Palazzo, G. (2007), “Toward a political conception of corporate responsibility: business and society seen from a Habermasian perspective”, Academy of Management Review, Vol. 32 No. 4, pp. 1096-1120.
  • Schmeltz, L. (2012), “Consumer-oriented CSR communication: focusing on ability or morality?”, Corporate Communications: An International Journal, Vol. 17 No. 1, pp. 29-49.
  • Seele, P., Lock, I. (2015), “Instrumental and/or deliberative? A typology of CSR communication tools”, Journal of Business Ethics, Vol. 131 No. 2, pp. 401-414.
  • Serra-Cantallops, A., Salvi, F. (2014), “New consumer behavior: a review of research on eWOM and hotels”, International Journal of Hospitality Management, Vol. 36, pp. 41-51.
  • Serra-Cantallops, A., Peña-Miranda, D.D., Ramón-Cardona, J., Martorell-Cunill, O. (2018), “Progress in research on CSR and the hotel industry (2006-2015)”, Cornell Hospitality Quarterly, Vol. 59 No. 1, pp. 15-38.
  • Singh, J., García de los Salmones, M., Rodríguez del Bosque, I. (2008), “Understanding corporate social responsibility and product perceptions in consumer markets: a cross-cultural evaluation”, Journal of Business Ethics, Vol. 80 No. 3, pp. 597-611.
  • Skard, S., Thorbjørnsen, H. (2014), “Is publicity always better than advertising? The role of Brand reputation in communicating corporate social responsibility”, Journal of Business Ethics, Vol. 124 No. 1, pp. 149-160.
  • So, K.K.F., King, C., Hudson, S., Meng, F. (2017), “The missing link in building customer brand identification: the role of Brand attractiveness”, Tourism Management, Vol. 59, pp. 640-651.
  • So, K.K.F., King, C., Sparks, B.A., Wang, Y. (2013), “The influence of customer brand identification on hotel brand evaluation and loyalty development”, International Journal of Hospitality Management, Vol. 34, pp. 31-41.
  • Sparks, B.A., Perkins, H.E., Buckley, R. (2013), “Online travel reviews as persuasive communication: the effects of content type, source, and certification logos on consumer behavior”, Tourism Management, Vol. 39, pp. 1-9.
  • Su, L., Swanson, S.R., Hsu, M., Chen, X. (2017), “How does perceived corporate social responsibility contribute to green consumer behavior of Chinese tourists: a hotel context”, International Journal of Contemporary Hospitality Management, Vol. 29 No. 12, pp. 3157-3176.
  • Swimberghe, K.R., Wooldridge, B.R. (2014), “Drivers of customer relationships in quick-service restaurants: the role of corporate social responsibility”, Cornell Hospitality Quarterly, Vol. 55 No. 4, pp. 354-364.
  • Teo, T.S.H., Srivastava, S.C., Jiang, L. (2008), “Trust and electronic government success: an empirical study”, Journal of Management Information Systems, Vol. 25 No. 3, pp. 99-132.
  • Ukpabi, D.C., Karjaluoto, H. (2018), “What drives travelers’ adoption of user-generated content? A literature review”, Tourism Management Perspectives, Vol. 28available at https://doi.org/10.1016/j.tmp.2018.03.006
  • Van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P., Verhoef, P.C. (2010), “Customer engagement behavior: theoretical foundations and research directions”, Journal of Service Research, Vol. 13 No. 3, pp. 253-266.
  • Van Noort, G., Willemsen, L.M. (2012), “Online damage control: the effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms”, Journal of Interactive Marketing, Vol. 26 No. 3, pp. 131-140.
  • Van Rekom, J., Go, F.M., Calter, D.M. (2014), “Communicating a company’s positive impact on society – can plausible explanations secure authenticity?”, Journal of Business Research, Vol. 67 No. 9, pp. 1831-1838.
  • Van Riel, A.C., Henseler, J., Kemény, I., Sasovova, Z. (2017), “Estimating hierarchical constructs using consistent partial least squares: the case of second-order composites of common factors”, Industrial Management and Data Systems, Vol. 117 No. 3, pp. 459-477.
  • Van Zoonen, W., Van der Meer, T. (2015), “The importance of source and credibility perception in times of crisis: crisis communication in a socially mediated era”, Journal of Public Relations Research, Vol. 27 No. 5, pp. 371-388.
  • Vargo, S.L., Lusch, R.F. (2017), “Service-dominant logic 2025”, International Journal of Research in Marketing, Vol. 34 No. 1, pp. 46-67.
  • Verhoef, P.C., Reinartz, W.J., Krafft, M. (2010), “Customer engagement as a new perspective in customer management”, Journal of Service Research, Vol. 13 No. 3, pp. 247-252.
  • Verleye, K., Gemmel, P., Rangarajan, D. (2014), “Managing engagement behaviors in a network of customers and stakeholders: evidence from the nursing home sector”, Journal of Service Research, Vol. 17 No. 1, pp. 68-84.
  • Vivek, S.D., Beatty, S.E., Morgan, R.M. (2012), “Customer engagement: exploring customer relationships beyond purchase”, Journal of Marketing Theory and Practice, Vol. 20 No. 2, pp. 122-146.
  • Wang, R., Huang, Y. (2018), “Communicating corporate social responsibility (CSR) on social media: how do message source and types of CSR messages influence stakeholders’ perceptions?”, Corporate Communications: An International Journal, Vol. 23 No. 3, pp. 326-341.
  • Westerman, D., Spence, P.R., Van Der Heide, B. (2014), “Social media as information source: recency of updates and credibility of information”, Journal of Computer-Mediated Communication, Vol. 19 No. 2, pp. 171-183.
  • Yang, W., Mattila, A.S. (2017), “The impact of status seeking on consumers’ word of mouth and product preference – a comparison between luxury hospitality services and luxury goods”, Journal of Hospitality and Tourism Research, Vol. 41 No. 1, pp. 3-22.
  • Yang, S.B., Shin, S.H., Joun, Y., Koo, C. (2017), “Exploring the comparative importance of online hotel reviews’ heuristic attributes in review helpfulness: a conjoint analysis approach”, Journal of Travel and Tourism Marketing, Vol. 34 No. 7, pp. 963-985.
  • Yen, C.L.A., Tang, C.H.H. (2015), “Hotel attribute performance, eWOM motivations, and media choice”, International Journal of Hospitality Management, Vol. 46, pp. 79-88.
  • Zeng, B., Gerritsen, R. (2014), “What do we know about social media in tourism? A review”, Tourism Management Perspectives, Vol. 10, pp. 27-36.
  • Inman, J.J., Campbell, M.C., Kirmani, A. and Price, L.L. (2018), “Our vision for the journal of consumer research: it’s all about the consumer”, Journal of Consumer Research, Vol. 44 No. 5, pp. 955-959.
  • Inman, J.J., Campbell, M.C., Kirmani, A, Price, L.L. (2018), “Our vision for the journal of consumer research: it’s all about the consumer”, Journal of Consumer Research, Vol. 44 No. 5, pp. 955-959.
Data source: Dialnet