Effect of Corporate Social Responsibility and e-wom on Corporate E-reputation: Application on Banking Sector in in Saudi Arabia

Research background and purpose This study explores the impact of corporate social responsibility (CSR) communication via social media, particularly electronic word-of-mouth (e-WOM), on customers' perceptions of bank reputation Design/methodology/approach Data will be gathered through a questionnaire administered to bank customers. A theoretical model will be developed to link the proposed hypotheses, and a quantitative approach will be employed to test these relationships. The survey method will be used with a sample of 237 bank customers, and the data will be analyzed using SPSS and AMOS software. Findings The findings of this research will provide valuable insights for the banking industry, emphasizing the critical role of CSR communication on social media in shaping customer perceptions of reputation. Moreover, these results will assist bank managers in designing more effective CSR communication strategies to enhance marketing outcomes. Value added and limitations These results will assist bank managers in designing more effective CSR communication strategies to enhance marketing outcomes. This study has some limitations that offer avenues for future research. First, the focus on the Saudi Arabian banking sector limits the generalizability of the results. The cross-sectional design also prevents the establishment of causal relationships among CSR, e-WOM, bank reputation, and customer loyalty.