Abstract
Against the backdrop of an escalating emphasis on sustainable development within the banking sector, corporate social responsibility (CSR) has garnered increasing attention as a pivotal determinant in cultivating reputational capital and attracting clientele. This study undertakes a rigorous examination of the impact of CSR enacted on social media platforms (CSR-S) on customer service utilization behavior, mediated through the dual pathways of electronic word-of-mouth (eWOM) and bank reputation (BR). Concurrently, the research investigates the moderating roles of customer engagement (CE) levels and CSR awareness (CA) in the relationships between the mediating variables and service usage intention. Empirical data, comprising 847 responses, were collected from customers across commercial banks in Northern Vietnam and subsequently analyzed employing Structural Equation Modeling (SEM). The findings reveal that: (1) CSR-S exerts a positive and significant influence on both eWOM and BR; (2) eWOM and BR positively drive attitudes towards technology adoption and service usage intention; and (3) both CA and CE attenuate the positive relationships between BR, eWOM, and customer behavior. In sum, this research furnishes practical recommendations to assist banks in optimizing their CSR-S strategies with the overarching objectives of enhancing brand prestige and fostering sustained customer service utilization.