AbstractThis research investigates the influence of perceived corporate social responsibility (CSR) on employee environmental stewardship actions (ESA) by drawing upon social exchange theory (SET) and social identity theory (SIT). The mediating role of environmental consciousness (ECS) and commitment (ECM) within this relationship is also examined. The empirical research builds on a sample survey involving 392 participants from various mechanical manufacturing firms in Hanoi, Vietnam. The proposed model was analyzed using a Partial Least Squares Structural Equation Modeling (PLS‐SEM) approach. We find that (i) perceived CSR positively impacts employees' ESA, and (ii) both ECS and ECM mediate the relationship between perceived CSR and ESA. These results suggest that CSR fosters ESA through direct and indirect pathways (via ECS or ECM). This research offers valuable insights for businesses in the manufacturing industry, informing the development of effective CSR strategies that promote environmental sustainability among employees.
Purpose Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context. Furthermore, the impulse buying tendency of consumers on social media in the context of celebrity posts has yet to be validated. This paper aims to assess the influence of consumer awareness, consumer trust and observational learning on the latent state-trait (LST) theory regarding celebrity posts on impulse buying tendencies.
Design/methodology/approach The empirical research builds on a sample survey involving 750 students from the "Big Four" economics universities in Hanoi. The proposed model was analysed using a partial least squares structural equation modelling technique.
Findings The authors find that consumer trust and observational learning from celebrity' posts positively affect impulse buying tendency. Yet celebrity influence awareness directly impacts trust in celebrity' posts rather than directly impacting impulse buying tendency. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers' purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.
Practical implications Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers' purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.
Originality/value From a theoretical perspective, this expands the applicability of the LST theory in social commerce to promote impulse buying tendencies. Second, this contributes to the literature on the emerging phenomenon of social media celebrities, as existing literature does not clarify their influence on impulse buying behaviour. Third, this research applies the concept of observational learning in online shopping through key features of social media platforms, namely, likes, shares and comments, to investigate their influence on the impulse buying tendency of consumers. Concerning managerial implications, the authors propose practical recommendations for practitioners, particularly those involved or interested in the commercial services industry and social media marketing (namely, celebrities and partner companies).
