Abstract
Although previous research establishes customer reactions to companies' corporate social responsibility (CSR) actions, little is known about the effect of CSR on customers' affective commitment and their positive electronic word of mouth (eWOM). This study examines i) which perceptions of the three CSR activities (environment, society, and stakeholders) influence customers' affective commitment and positive eWOM, and ii) the mediating effects of affective commitment on the relationships between CSR activities and eWOM. A self- administered survey was conducted on hotel customers in Malaysia and the data was analysed using structural equation modelling (CB-SEM). The results revealed that environment-related CSR and stakeholder related CSR have significant and direct impacts on customers' eWOM, and demonstrated the mediating role of affective commitment between the three activities of CSR and eWOM. The findings can be interpreted using social exchange theory, and provide valuable insights regarding how CSR dimensions and affective commitment are related to customers' positive eWOM in the hotel industry. Hoteliers shall benefit from understanding how specific CSR activities can enhance customers' affective commitment, leading to positive eWOM.