This study aims to explore the influence of corporate social responsibility (CSR) engagement on consumer-brand identification (C-B identification), electronic word of mouth (EWOM), and brand attitudes within the context of Indian banking. It delves into three key research problems: First, how does consumer engagement with CSR communication on social media contribute to favorable EWOM, C-B identification, and brand attitude? Second, how do C-B identification and EWOM directly impact EWOM and brand attitude, respectively? Third, what role does C-B identification play as a mediator between CSR engagement and EWOM? This study adds significant value to marketing and CSR literature by expanding our understanding of consumer CSR engagement on social media. It fills gaps in current knowledge by enhancing the applicability of findings, presenting an integrated framework, and examining multiple social media platforms. The findings in the current study will be of immense help to those banks who are keen to develop strong and long-term relationships with their consumers through CSR dialogues on social media.
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