Purpose This study examines how distinct dimensions of perceived corporate social responsibility (CSR) authenticity influence customer loyalty and, in turn, different forms of online brand advocacy (OBA) in the context of SMEs, while also investigating the moderating role of customer empowerment. Design/methodology/approach With a quantitative research, data were collected from 421 consumers of small and medium restaurants in Vietnam and analyzed with SPSS 26 and AMOS 24. Findings The results indicate that perceived reliability and benevolence of CSR initiatives foster customer loyalty, which in turn enhances four aspects of OBA. In contrast, perceived commitment and congruence of SMEs' CSR initiatives did not significantly influence customer loyalty, while perceived community link showed a negative association with loyalty. Furthermore, customer empowerment is found to strengthen the influence of customer loyalty on brand positivity or on brand defense, but does not moderate the links between customer loyalty and brand knowledge or positive virtual visual cues. Practical implications Findings of this study offer important implications for SME managers on how to design and communicate authentic CSR practices that can build customer loyalty and motivate customers' online advocacy for their brands. Originality/value This study refines and contextualizes CSR authenticity within SME and emerging-market settings. It examines the influence of separate dimensions of perceived CSR authenticity on customer loyalty rather than treating it as a unidimensional construct. It also demonstrates that authenticity cues may operate asymmetrically under resource constraints, links customer loyalty to a multidimensional conceptualization of OBA and highlights the moderating role of customer empowerment in the loyalty–OBA relationship in an emerging-market SME context.
Le et al. (Wed,) studied this question.
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