CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty

摘要: Prior literature in the field of corporate social responsibility (CSR) has largely focused on investigating its relationship with organizational-related outcomes, whereas impact CSR consumer behavior is ignored recent literature. Further, most prior studies have investigated a philanthropic viewpoint, but importance achieving marketing-related outcomes something that to date, underexplored. Hence, aim present study investigate communication through media loyalty mediating effect consumers’ brand admiration banking sector Pakistan. The was selected due reason this homogenized nature and creating character challenging. data were collected from different consumers an adapted questionnaire five-point Likert scale. A total 448 fully filled questionnaires received which included 289 male 159 female consumers. results revealed communications positive loyalty, partially mediates relationship. findings would help policymakers institutions use strategy perspective marketing undoubtedly very important for every organization current digital age.