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AuthorMohammed, Abdulalem
AuthorAl-Swidi, Abdullah
Available date2023-03-14T07:56:43Z
Publication Date2020-09-08
Publication NameJournal of Sustainable Tourism
Identifierhttp://dx.doi.org/10.1080/09669582.2020.1818086
CitationMohammed, A., & Al-Swidi, A. (2020). The mediating role of affective commitment between corporate social responsibility and eWOM in the hospitality industry. Journal of Sustainable Tourism, 29(4), 570-594.
ISSN0966-9582
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85090454269&origin=inward
URIhttp://hdl.handle.net/10576/41087
AbstractAlthough previous research establishes customer reactions to companies' corporate social responsibility (CSR) actions, little is known about the effect of CSR on customers’ affective commitment and their positive electronic word of mouth (eWOM). This study examines i) which perceptions of the three CSR activities (environment, society, and stakeholders) influence customers’ affective commitment and positive eWOM, and ii) the mediating effects of affective commitment on the relationships between CSR activities and eWOM. A self- administered survey was conducted on hotel customers in Malaysia and the data was analysed using structural equation modelling (CB-SEM). The results revealed that environment-related CSR and stakeholder related CSR have significant and direct impacts on customers’ eWOM, and demonstrated the mediating role of affective commitment between the three activities of CSR and eWOM. The findings can be interpreted using social exchange theory, and provide valuable insights regarding how CSR dimensions and affective commitment are related to customers’ positive eWOM in the hotel industry. Hoteliers shall benefit from understanding how specific CSR activities can enhance customers’ affective commitment, leading to positive eWOM.
SponsorOpen Access funding provided by the Qatar National Library.
Languageen
PublisherTaylor & Francis
Subjectaffective commitment
Corporate social responsibility
eWOM
hotel industry
TitleThe mediating role of affective commitment between corporate social responsibility and eWOM in the hospitality industry
TypeArticle
Pagination570-594
Issue Number4
Volume Number29
ESSN1747-7646
dc.accessType Open Access


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