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10: Demographic Profile -Income

10: Demographic Profile -Income

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The rise of Social Media around the turn of the century has had an impact on almost all aspects of life; be it social, political or economic. The Social Media has the unique characteristic of being bi-directional, enabling online public conversation to take place. Social Media allows the creation and exchange of user generated content (UGC). In fac...

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This paper intends to examine the role of CSR communication on social media in building consumer company identification (C–C identification) and electronic word of mouth (EWOM) in Indian banking context. Specifically, this study addresses the following three research questions: First, how does consumer perceived CSR orientation of Indian public sec...