Voices that Matter: Effects of CSR and CSA on Word-of-Mouth in Indian Start-ups- A quantitative approach

In an era where society increasingly expects brands to play a meaningful role in not only social issues but also political matters, Indian start-ups are exploring CSR-related initiatives from the very beginning. Corporate social advocacy (CSA), a term that is both new and familiar in the West, is also making its way to Indian brands, which are vocally taking a stance on political issues in the country to build authentic relationships with their audience. This study investigates how start-ups' involvement in social issues influences electronic word-of-mouth (eWOM) among consumers. Specifically, it examines whether the perceived authenticity and perceived agility of an Indian start-up mediate this relationship based on the social issues being pursued through electronic word-of-mouth. Drawing on significant theories and existing literature regarding consumer-brand relationships, the study proposes and tests a conceptual model where start-ups' CSA/CSR involvement predicts eWOM through two mediators: perceived authenticity and agility. This research was conducted through a quantitative method with an experimental survey and further discusses the major impacts by testing and analyzing key variables such as perceived authenticity, perceived agility, and positive eWOM across three levels of engagement with social issues. A conceptual framework was developed based on the existing literature on consumer-brand relationships and stakeholder theory. This research hypothesizes that higher levels of CSA/CSR engagement by start-ups lead to more positive eWOM, mediated by consumers' perceptions of the brand's authenticity and agility. A between-subjects experimental design was used, employing quantitative methodology. A total of 155 participants were randomly assigned to one of the three levels of engagement. They were then presented with a fictional start-up brand named Noorani, followed by a structured questionnaire measuring the main variables. Results for this study were obtained from statistical analyses, including mediation analysis using the PROCESS macro for SPSS, which indicated that perceived authenticity and agility significantly mediated the relationship between CSA/CSR engagement and eWOM. Specifically, the start-up Noorani, which was measured, showed marginally significant results for the CSR-related level of engagement. The findings of the study indicate and offer valuable insights for Indian brands navigating relevant social and political issues and meeting the needs of a socially aware market. The study also contributes to the growing discourse on social issues in India, suggesting that opportunistic involvement may backfire if not aligned with core brand values.