How social media marketing moderating the relationship of corporate social responsibility on sustainable social performance: Evidence from Vietnam's banking sector

Abstract

This study aims to measure the impact of corporate social responsibility activities on sustainable social performance, through the regulation of social media marketing in the banking sector in Vietnam. The data used in the research paper were collected by online and direct surveys of customers of commercial banks in Vietnam using questionnaires, the questions were developed based on a 5-point Likert scale (1 is "completely disagree" and 5 is "completely agree"). 604 votes were collected, after screening, 537 valid samples were obtained. The data were measured and determined through descriptive statistics, Cronbach's Alpha coefficient testing, factor analysis probes (EFA), and linear regression analysis. The results of the study show that CSR has a positive impact on SSP in the same direction. In addition, the SMM authors increase the link between CSR and SSP. This implies that corporate social responsibility activities play an important role in improving sustainable social performance. In addition, when social media marketing activities are increased, it contributes to strengthening the relationship between corporate social responsibility and sustainable social performance. Based on the research results, the authors proposed a number of recommendations to help strengthen the bank's CSR activities to improve sustainable social performance