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Online E-Communication Channels: The Impact of CSR and Reviews on Purchase Intent
Department of Business Administration, Örebro University School of Business, Örebro, Sweden.
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation.ORCID iD: 0000-0002-7438-2764
2021 (English)In: Springer Proceedings in Business and Economics, Springer Science and Business Media B.V. , 2021, p. 161-183Conference paper, Published paper (Refereed)
Abstract [en]

The ever-growing online shopping environment provides an opportunity for companies of all sizes to reach expanding customer bases across borders. However, research on the factors influencing online purchase intent are limited, and even more from an international point of view given that geographical marketplace barriers are less evident online. This paper explores the various antecedents of online purchase intent in terms of e-communication strategies (e.g. corporate social responsibility [CSR], peer reviews and expert opinion) for international consumers. To approach this as a global phenomenon, an international dataset of 804 international online consumers is analysed. The study finds complexity in the actors and pathways that inform purchase intent in the online retail context. Particularly, it finds that a company’s CSR has no direct effect on purchase intent but is mediated by information received from online reviews by peers and experts as intermediary e-communications channels. This suggests that online retailers must consider other communication strategies, beyond the traditional buyer-seller dyad, to boost CSR perceptions and purchase intent. The study offers a first step to theorising the online retail context as an international phenomenon where traditional marketing concepts currently remain under-problematised.

Place, publisher, year, edition, pages
Springer Science and Business Media B.V. , 2021. p. 161-183
Keywords [en]
CSR, E-communication strategies, E-WOM, Influencers, Online relationship marketing
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-58811DOI: 10.1007/978-3-030-76520-0_18Scopus ID: 2-s2.0-85117145268ISBN: 9783030765194 (print)OAI: oai:DiVA.org:mdh-58811DiVA, id: diva2:1669558
Conference
2nd Digital Marketing and eCommerce Conference, DMeC 2021, 29 June 2021 through 30 June 2021
Available from: 2022-06-14 Created: 2022-06-14 Last updated: 2022-06-14Bibliographically approved

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Lindh, Cecilia

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf