The Impact of Perceived Corporate Social Responsibility on Brand Advocacy: The Mediating Role of Brand Love

The aim of this paper is to examine the influence of customer perceptions of corporate social responsibility (CSR) on online brand advocacy (OBA) through the mediating role of brand love. Using survey, a total valid response of 311 were collected and subject to further data analysis. Partial least square structural equation modeling (PLS-SEM), v3.3 was used to analyse the data, perceived CSR was used as second-order constructs reflecting three dimensions: social equity, environmental protection and economic development. The relative importance of each dimension and differential impact on brand love and OBA were examined. The findings support the direct and indirect effect of perceived CSR on OBA. Moreover, brand love fully mediates the relationship between the two dimensions of perceived CSR (social equity and environmental protection) on OBA. However, brand love has insignificant mediating impact in the relationship between economic development and OBA. Useful theoretical and managerial insights can be drawn from the results. It highlights the significance of brand love in creating brand advocates who are willing to defend and advocate the brand on social media channels. Moreover, it contributes to the importance of communicating CSR by stimulating customer positive emotional attitude toward the brand.