Económicas CUC vol. 45 no. 1, pp. e54728. January - June, 2024

Barranquilla. ISSN 0120-3932 Impreso, ISSN 2382-3860 On line

DOI: https://doi.org/10.17981/econcuc.Org.4728

Scientic and Technological Research Article

Date of receipt: 22/01/2023

Return date: 30/08/2023

Date of acceptance: 20/03/2024

Date of publication: 02/04/2024

María Cristina Otero Gómez

Universidad de los Llanos

Villavicencio, Meta (Colombia)

motero@unillanos.edu.co

Diana Edith Sánchez Zeferino

Universidad Veracruzana

Coatzacoalcos, Veracruz (México)

disanchez@uv.mx

Wilson Giraldo Pérez

Universidad de los Llanos

Villavicencio, Meta (Colombia)

wgiraldo@unillanos.edu.co

To cite this article:

Otero Gómez, M.C., Sánchez Zeferino, D.E., & Giraldo

Pérez, W. (2024). Analysis of the relationship between

corporate social responsibility and resistance to negative

information in users of electronic wallets in Mexico and

Colombia. Económicas CUC, 45(1), e54728. https://doi.

org/10.17981/econcuc.Org.4728

JEL: M20; M31; M39.

ECONÓMICAS

CUC

Analysis of the relationship between corporate social

responsibility and resistance to negative information

in users of electronic wallets in Mexico and Colombia

Análisis de la relación entre la responsabilidad social

empresarial y la resistencia a la información negativa

en usuarios de monederos electrónicos en México y

Colombia

Abstract

Corporate social responsibility (CSR) in the business environment

is essential in promoting responsible consumption decisions.

Effective management of CSR communications prioritizes,

among other aspects, the external processes that influence

customer response behavior. For this reason, the authors aimed to

investigate the relationship between the perception of Corporate

Social Responsibility (CSR) and resistance to negative information

(RNI) among users of the leading electronic wallet services in

Mexico and Colombia. Through the development of quantitative

research, which surveyed 415 active users of electronic wallets,

it is evident that the two variables have a medium degree of

association in both Mexico and Colombia. The results indicate that

the support behavior of users of these electronic services towards

their suppliers is now largely unaffected by minor inconveniences,

as the perceived lack does not compromise trust in the company,

thanks to the organization’s accurate perception of responsibility.

Although the research is not free of limitations, which for this

work was the age disparity, it is concluded that CSR strategies can

be formulated typically for all users without going into detailed

demographic segmentation actions, since users, in general,

increase their RNI when they perceive an increase in CSR actions.

Keywords: E-wallets, consumer behavior, conative component,

segmentation, strategy.

Resumen

La responsabilidad social empresarial (RSE) en el ambiente de

los negocios es importante para promover decisiones de consumo

responsable. Un adecuado manejo de las comunicaciones de

RSE favorece, entre otros aspectos, los procesos externos de

comportamientos de respuesta de los clientes. Es por ello que,

los autores se plantean analizar la relación entre la percepción

de la RSE y la resistencia a la información negativa (RIN), en los

usuarios de los principales servicios de monederos electrónicos en

México y en Colombia. Mediante el desarrollo de una investigación

cuantitativa, que encuestó a 415 usuarios activos de los monederos

electrónicos, se evidencia que las dos variables tienen un grado

de asociación medio tanto en México como en Colombia. Los

resultados favorecen un comportamiento de respaldo de los

usuarios de estos servicios electrónicos hacia sus proveedores en

el momento de presentar algún inconveniente menor, debido a

que la falta percibida no destruye totalmente la confianza en la

empresa, gracias a que la organización goza de una percepción

acertada en temas de responsabilidad. Aunque la investigación no

se encuentra exenta de limitaciones, que para dicho trabajo fue la

disparidad etaria, se concluye que las estrategias de RSE pueden

ser formuladas de forma común para todos los usuarios sin entrar

a realizar acciones detalladas de segmentación demográfica, pues

los usuarios en general aumentan su RIN cuando perciben un

aumento en las acciones de RSE.

Palabras clave: Monederos electrónicos; comportamiento del

consumidor; componente conativo; segmentación; estrategia.

Otero Gómez et al. / Económicas CUC, vol. 45 no. 1, pp. e54728, January - June, 2024

ANALYSIS OF THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND RESISTANCE TO NEGATIVE INFORMA-

TION IN USERS OF ELECTRONIC WALLETS IN MEXICO AND COLOMBIA

INTRODUCTION

Social responsibility is a term that has grown in importance in all types of

organizations since the end of the last century. In the debate on the results of

Corporate Social Responsibility (CSR), it is recognized that the perception of these

actions affects key indicators of competitiveness, such as protability (Maury, 2022),

prots obtained through customer satisfaction (Ghanbarpour & Gustafsson, 2022),

and the value of the company (Fairhust & Greene, 2022), among others.

A trend that is gaining strength in both scientic and business research is

the perception of CSR activities among consumers. This topic is of interest in

organizations’ strategic planning due to its effect on their operational and nancial

results. This is partly explained by the fact that CSR initiatives promote responsible

consumption decisions (Marquina & Recco, 2015).

Undoubtedly, CSR actions inuence society’s positive perceptions of the company.

Therefore, communicating such actions through marketing efforts can also impact

other results, such as increased loyalty and trust among consumers (Iglesias et

al., 2020) and the creation of a favorable perception among external entities and

investors (Bloom et al., 2006).

In addition, this contributes to the company becoming an example and benchmark

in the industry, where it excels by strengthening the organization’s image, brand

credibility, and corporate reputation (Hur et al., 2014; Švermová, 2022). In this

way, it impacts issues of attraction, recruitment, and retention of human talent by

inuencing aspects such as work motivation, organizational trust, and employee

commitment (Loor et al., 2022; Lin et al., 2022).

As can be seen, the effects of CSR perception vary widely across various indicators

of interest. The relevance that consumers attach to these actions can even compensate

for aspects such as low brand strength or a limited advertising budget (Van Doorn

et al., 2017). That is, CSR efforts that the consumer perceives as compensating

for other aspects in which the organization might have weak performance. It is

through the company’s communication strategy that consumers perceive CSR, so

it is of interest to examine this in relation to the resistance to negative information

(RNI) that users of a specic service may develop.

This manuscript examines the relationship between Corporate Social

Responsibility (CSR) and Responsible Natural Investment (RNI) from the consumer’s

perspective in the context of e-wallets. This payment system has shown signicant

growth in recent years. Consumers are expected to remain attracted to the use

of these services, although adoption rates have varied across countries and are

primarily driven by utility aspects (Teng & Khong, 2021; Pham, Hoang & Do, 2021;

Shaw et al., 2022; Shetu etl a., 2022). This form of payment has been experiencing

signicant growth in emerging markets; however, research has primarily focused

Otero Gómez et al. / Económicas CUC, vol. 45 no. 1, pp. e54728, January - June, 2024

on developed economies (Kaur et al., 2020), with limited information available on

other contexts, such as Latin American countries like Mexico and Colombia.

Globally, the number of e-wallet users is steadily increasing. According to data

from Statista (2022), it is estimated that by 2022, the value of transactions made

through digital payments in Mexico will reach US$71.1 billion, representing a

15.2% growth in transaction value. For Colombia, the estimated total is 11.6 billion

for the sum of transactions, with a 12.5% growth in transaction value (Statista,

2022). The above is stimulated even by the changes that occurred in the context of

the COVID-19 pandemic, particularly in the digital transformation of payments.

This highlights the signicance of this sector for the global economy and

underscores the need to provide key elements that contribute to understanding

its performance. Thus, the relevance of the research lies in the contribution of

empirical evidence regarding the association between users’ perception of CSR

and their appreciation of the brand, specically in relation to the RNI. In Latin

American contexts, the above presents similarities in terms of the increase in this

form of payment, motivated not only by the digital transformation in the context

of the pandemic but also supported by government policies that have made this

medium an effective instrument for distributing resources to beneciaries of social

programs.

This study aimed to analyze the relationship between users’ perception of

Corporate Social Responsibility (CSR) and their resistance to negative information

among users of primary electronic wallet services in Mexico and Colombia. This

research employed a non-experimental design with a quantitative approach, an

analytical scope, and a cross-sectional design. The data were collected in January

and February 2022, using a survey technique that involved administering a

questionnaire electronically.

Data analysis was performed using Minitab18 software. The results are helpful

in understanding the importance of socializing CSR actions for service providers as

a strategy for strengthening their brand. Comparing similar contexts with providers

of similar services in terms of coverage and market segment served will analyze the

variables that inuence the denition of CSR strategies and their communication

in the markets. It will also be helpful in identifying the similarities and differences

perceived by users in different geographical locations.

The document is organized in sections: as an initial point, it contains a punctual

review of the concepts associated with the variables of interest (CSR and RNI),

as well as the identication of the background of these elements in the business

context associated with their behavior in the banking sector, to which electronic

wallet payment operations belong. Subsequently, the methodology used in the

research, the analysis of the results, and the conclusions are presented. The results

contribute to the literature on CSR and enhance understanding of the effects of

CSR about other variables of interest, specically the RNI.

ANALYSIS OF THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND RESISTANCE TO NEGATIVE INFORMA-

TION IN USERS OF ELECTRONIC WALLETS IN MEXICO AND COLOMBIA

LITERATURE REVIEW

CSR has been approached from different conceptual proposals, with a variety of

positions that ultimately converge on a common point: the recognition of companies’

role in the sustainability not only of business operations but of society as a whole.

Corporate Social Responsibility

The concept of CSR

The concept of CSR has had an outstanding evolution since the middle of the

last century, following the publication of Bowen’s work in 1953, in which he

states that CSR refers to “the obligations of businessmen to apply policies, make

decisions or follow courses of action that are desirable in terms of the goals and

values of our society” (Carroll, 1999, p.6). In 1960, Frederick indicated that CSR

refers to “a public stance toward the economic and human resources of society and a

willingness to consider that these resources are used for social purposes, not simply

for the interests of private individuals and corporations” (Duque et al., 2013, p, 60).

Friedman (1970) questions some of the proposals regarding CSR and points out

that it should combine several elements, such as the allocation of resources, prot-

making, and transparency, all within an open competition free from deception.

A review of the history of this term’s evolution reveals conceptual dynamism,

primarily during the latter half of the 20th century. In the 1970s, signicant

contributions were made to the denition of this construct, including the denition

of Corporate Social Responsibility (CSR), which differentiates social responsibility

(SR) from other forms of responsibility, such as those of non-business organizations

(Carroll, 1999). Another signicant contribution was made by Freeman (1984), who

introduced the concept of social responsibility by emphasizing the importance of

identifying the groups or interested parties associated with companies through

the term “stakeholders.” Drucker (1984) states that CSR is “converting a social

problem into economic opportunity and economic benet, into productive capacity,

into human skills, into well-paid jobs and wealth” (p.10).

In the 1980s, progress was made in the development of measuring instruments

for assessing their application in organizations. In the 1990s, contributions focused

on strengthening both CSR measurement processes and theoretical foundations.

Likewise, during the 1990s, CSR issues involved aspects such as the theory of

business ethics and corporate citizenship (Carroll, 1999).

Although there is still no consensus as to the precise denition of CSR, there

are some common conceptions regarding the meaning of its application. A

socially responsible company is one that consciously recognizes that achieving

its organizational objectives must be carried out within a framework of respect

for ethics, the people with whom it interacts (both internally and externally), the

Otero Gómez et al. / Económicas CUC, vol. 45 no. 1, pp. e54728, January - June, 2024

environment, and the community (CEMEFI, 2022). In this way, through its actions,

it demonstrates a genuine commitment to achieving the common good (Barragán

et al., 2020).

The central CSR model comprises three dimensions: economic, social, and

environmental. For each of them, actions with external and internal orientations

are required (Spiller, 2000; Mishra & Suar, 2010; Landázuri et al., 2018). The

economic dimension is internally oriented towards creating added value among

collaborators and shareholders through equity, fairness, and market conditions,

thereby generating prots and healthy nances. At the same time, externally, it

is manifested through the distribution of goods and services to the community, as

well as through contributions to public causes via tax payments.

The social dimension, internally, involves a shared responsibility between the

company and stakeholders to promote the quality of life at work and enhance

productivity. The external approach is promoted through collective actions that

contribute to social awareness programs or the expansion of the entrepreneurial

spirit. Finally, the environmental dimension internally seeks to improve

environmental performance with a sustainable approach to maximize the use of

resources and natural inputs; in its external orientation, it is aimed at promoting

the protection and restoration of the environmental heritage with actions that

generate values in stakeholders, in order to raise awareness of the importance of

this component.

Effects of Corporate Social Responsibility

The implementation of CSR actions is a crucial element for management because

it favors the creation of relationships with all stakeholders. Although studies

initially focused on analyzing the economic performance of such actions, they

now also examine the impact of CSR practices on the intangibles of organizations

(Castaño & Arias, 2021). For example, some researchers say that CSR inuences

the nancial performance of companies, their market value, and nancial risk

(Belasri et al., 2020), in addition to affecting protability indicators (Nizam et al.,

2019) and brand value (Guzmán & Davis, 2017).

In this regard, Fayad, Ayoub & Ayoub (2017); Belasri et al. (2020); and Kabir

& Chowdhury (2022) identied that CSR actions have a positive effect on banks’

performance efciency. Although Belasri et al. (2020) acknowledge that this only

occurs in developed countries where corporate culture has a strong stakeholder

orientation, in developing countries, a set of environmental characteristics affects

the favorable impact of CSR on bank efciency.

Concerning corporate performance indicators, Gaies and Jahmane (2022)

found that in the European banking sector, the results of CSR actions contribute

to improving stability, while negative results in this area have the same effect

on the protability of these institutions. The authors acknowledge that there are

differences between the CSR practices of banks in their home countries and abroad.

ANALYSIS OF THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND RESISTANCE TO NEGATIVE INFORMA-

TION IN USERS OF ELECTRONIC WALLETS IN MEXICO AND COLOMBIA

Zhou et al. (2021) found that the effect of corporate social responsibility (CSR) on

nancial performance in the banking sector in China is negative in the short term

but positive in the long term.

From another perspective, it has been demonstrated that the attributes

associated with altruism are aspects that consumers consider when assessing the

trustworthiness of a company linked to social causes (Alcañiz et al., 2010) and when

forming an intention to purchase a brand (Rangel et al., 2022). This suggests that

companies should be aware that consumers perceive the organization’s responsible

actions in a differentiated manner, as well as the actions carried out by the brand.

Therefore, it is likely that for brands owned by the same corporation, there may be

different perceptions of CSR, so the consumer’s point of view should be considered

when implementing marketing strategies (Grohmann & Bodur, 2015).

In this sense, the role of the consumer is crucial when measuring the effects of CSR

actions. According to Currás (2018), the customer builds an image of the company in

relation to its social commitment and, consequently, modies consumption decisions.

Thus, when a company undertakes activities that aim to positively impact society,

these initiatives have repercussions on its marketing performance. Specically, in

the banking sector, it has been conrmed that CSR practices have an impact on

purchase intention (Fatma & Rahman, 2016), perception of quality in service, and

customer loyalty (Goyal & Chanda, 2017).

However, this effect varies across each of the CSR dimensions, as actions

associated with internal social dimensions have a positive relationship with bank

performance. In contrast, environmental dimensions show no relationship (Moufty

et al., 2021). The latter nding is consistent with those from other business contexts,

both within different industry sectors and geographical settings (Farooq et al., 2017;

Amezcua et al., 2018).

Additionally, CSR activities serve as a means by which consumers form affective

bonds with the company or its brand. Vlachos and Vrechopoulos (2012) suggest

that when customers purchase products from a socially responsible brand, they feel

good about themselves, thereby increasing their self-denition and self-expression.

Won-Moo, Tae-Won & Kim (2020) found that CSR has a positive inuence on

consumer loyalty through emotionally charged processes, triggering strong brand

attachment.

These authors suggest that banks can foster long-term relationships with their

users by adopting moral and ethical practices, such as social responsibility and

environmental awareness (Won-Moo et al., 2020). Levy & Hino (2016) highlight

the success of companies that strive for a brand personality based on corporate

social responsibility (CSR), as the result is reected in a strong attachment from

their consumers, thereby forging a long-lasting relationship between companies

and customers.

Ultimately, existing studies suggest that the impact of CSR on bank performance

remains a matter of controversy. One school of thought suggests that banks may be

Otero Gómez et al. / Económicas CUC, vol. 45 no. 1, pp. e54728, January - June, 2024

reluctant to engage in corporate social responsibility (CSR) due to the associated

costs. Another strand highlights that CSR has a favorable inuence on nancial

performance through its positive impact on reputation (Belasri et al., 2020). As

Bhattacharya, Korschun & Sen (2009) point out, companies require a more detailed

understanding of CSR actions and the different responses to these initiatives.

Importance of communication of CSR actions

Several studies have emphasized the importance of effectively communicating

CSR actions in achieving a positive impact on the organization’s perception (Viererbl

& Koch, 2022). Evidence indicates that CSR dimensions are differently linked to

organizational trust and reputation, such that the perception of these dimensions

leads to different consumer behaviors and attitudes (Hui-Wen et al., 2022).

Also, perception of CSR performance has been found to be positively associated

with the persistence of CSR disclosure (Kamaludin et al., 2022). Therefore,

it is essential to understand this perception in order to design effective CSR

communication strategies tailored to the organization’s various audiences. Proper

CSR communication has a positive and lasting effect on consumers’ perception

of corporate reputation; however, a self-promotional tone in such communication

should be avoided, as it has an inverse effect on consumer trust and corporate

reputation (Kim, 2019).

Together with the efforts made by the company or brand in terms of CSR

communication strategies, the consumer becomes a powerful sender of information,

which, in opportunities, surpasses traditional communication tools, such as

advertising (Silva et al., 2021). The process of customer participation in relation

to the search, creation, circulation, and exchange of commercial information is

a voluntary action that impacts other consumers both positively and negatively.

For example, Silva et al. (2021) conrm that a favorable perception of CSR by

consumers leads to three types of desirable behaviors in the co-creation of value for

the company: positive word-of-mouth, feedback, and recommendations.

Similarly, Valor, Antonetti and Zasuwa (2022) analyze the counterpart of CSR,

identied as Corporate Social Irresponsibility (CSI). The study suggests that

consumers can punish the brand or develop negative emotions towards it as a result

of poor practices or crises that are not handled properly, highlighting the importance

for management to establish policies and actions for an effective response and

communication in the face of crises. This aspect is very signicant, signicantly,

when the rise of social media, including YouTube, Instagram, Twitter, Facebook,

and other online discussion spaces, increases the dissemination of information in

general and negative information in particular (Wang et al., 2022).

When customers perceive that a brand has failed to fulll its promises and

obligations, it can trigger an intense reaction of indignation, resentment, anger,

and betrayal (Coyle et al., 2019; Liu et al., 2020). These reactions are made known

ANALYSIS OF THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND RESISTANCE TO NEGATIVE INFORMA-

TION IN USERS OF ELECTRONIC WALLETS IN MEXICO AND COLOMBIA

through negative communication that affects the company’s reputation while

decreasing its sales (Chevalier & Mayzlin, 2006).

As can be seen, negative information about a company can have a disproportionate

impact on consumer attitudes and behavior. In contrast, the literature also indicates

that CSR can mitigate negative judgments, thanks to the favorable perception that

consumers have of organizations that engage in “good deeds” (Eisingerich et al.,

2011). This favorability translates into a mechanism that protects the integrity

of the brand or the company’s image, as represented by the user’s resistance to

negative information.

Resistance to negative information

Recognizing that we live in an era of ever-increasing online reviews and diverse

content, questions arise about how consumers respond to negative information.

Su et al., (2022) suggest that an individual’s positive relationships with exchange

partners may serve as a mechanism to facilitate the processing of negative

information. Particularly in marketing, consumers often consider the brand or

company a partner in the business relationship (Cristela et al., 2019).

Consequently, any negative information affecting the brand image would conict

with the affective and cognitive elements that loyal consumers value. Therefore, a

predictable response to demonstrate support for the organization is to minimize

or ignore unfavorable comments (Elbedweihy et al., 2016). This demonstration of

endorsement is referred to as resistance to negative information (RNI), dened as

the extent to which consumers do not allow destructive comments or reviews to

diminish their overall view of a company (Eisingerich et al., 2011).

Consumers may demonstrate a greater willingness to defend and support

a company in the face of potential attacks when they become aware that the

organization is socially responsible (Eisingerich et al., 2011). For example, suppose

the company effectively communicates sustainability initiatives and CSR practices.

In that case, consumers are likely to perceive these actions as exemplary behavior,

thereby neutralizing the impact of the information received about the brand’s

negative behavior (Brunk & De Boer, 2020).

However, it is not that immunity to negative information is created, but rather

that the consumer’s previous experiences have generated goodwill in him/her,

which contributes to processing information differently (Peasley et al., 2021). In

other words, the effective communication of positive practices favors a bias that

reduces the impact of negative information; however, a proactive communication

strategy must be established.

In the banking sector, CSR practices have often been integrated into the business

strategy; however, their success in dening corporate identity has been inuenced

by the communication strategies employed (Pérez & Rodríguez del Bosque, 2012).

In this sense, it is common for CSR actions to be undertaken to strengthen aspects

Otero Gómez et al. / Económicas CUC, vol. 45 no. 1, pp. e54728, January - June, 2024

such as the organization’s reputation; these practices encompass a range of aspects

that have diverse effects on the organization’s results. Consequently, there is a clear

need for further research into these practices in the relevant sector, particularly in

the context of Latin America, as information on the subject is scarce (Rojas et al.,

2022).

This is also affected by the context in which the organization operates since the

national culture affects the economic results of CSR actions (Cheung et al., 2020),

in addition to differences in the dissemination activities of CSR practices (Lu &

Wang, 2021), and in the attitude of consumers towards this communication (Naatu

et al., 2022).

METHODOLOGY

A quantitative, analytical, and cross-sectional study was designed to determine

the relationship between the perception of CSR among users of electronic wallet

services and the resistance to negative information among customers of the main

products in this category in Mexico and Colombia. Data processing was carried out

using Minitab18 software.

Description of the units of analysis

The units of analysis or subjects of study are the users of electronic wallet purses.

For Mexico, users of the E-Wallet 1 (EW1) were surveyed, and for Colombia, users

of the EW2 and EW3 were contacted. The characteristic of these subjects is that

they had a valid account in the service at the time of data collection.

In the case of Mexico, since EW1 services are offered nationwide, no geographic

delimitation was specied regarding where users should be located; therefore, it is

considered that they can be found anywhere in the country. A similar criterion was

used for Colombia.

To obtain the information, a sample size calculation was conducted based on an

innite population, as the number of people with the digital wallet service active in

the two countries at the time of the research is highly uncertain. We worked with

a 95% condence level and a maximum error of 4.8%, resulting in a sample size of

415 individuals.

A non-probabilistic sampling method by judgment was used to form the sample,

and the instrument to be answered was provided to individuals who informed the

interviewer that they had used the services referred to. The responses were obtained

during January and February 2022. A total of 500 forms were sent, with participation

from 209 subjects in Mexico and 206 in Colombia, resulting in a response rate of

83%. This response rate was sufcient to meet the number of elements required

for a representative sample. In all cases, the criteria established by the bioethics

ANALYSIS OF THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND RESISTANCE TO NEGATIVE INFORMA-

TION IN USERS OF ELECTRONIC WALLETS IN MEXICO AND COLOMBIA

committees of the universities supporting this research were met, primarily in

aspects related to data collection, information handling, and participant privacy

preservation.

Techniques and instruments

The questions are closed-ended, and the variables studied are answered using

a 5-level Likert-type scale, with denitions at the extremes, ranging from “totally

disagree” (value of 1) to “totally agree” (value of 5). The questions used to measure

the study variables were translated and adapted from the scientic literature. To

measure CSR, we utilized the work of Gatti, Caruana and Snehota (2012). Those

used to measure RNI were taken from Bhattacharya and Sen (2003).

In its application, this instrument reported adequate indicators to guarantee

convergent validity, as all the loadings of the items used were signicant and varied,

with RSE ranging from 0.721 to 0.826, and RNI ranging from 0.707 to 0.840. The

average variance extracted (AVE) was higher than 0.555. In terms of reliability

values, the instrument achieved a Cronbach’s alpha coefcient of 0.892, with each

variable exceeding the recommended threshold of 0.70 (RSE = 0.883 and RNI =

0.815).

RESULTS

The data analysis obtained made it possible to characterize the electronic wallet

users in Mexico and Colombia and identify their perception of the service providers’

CSR. We also measured the RNI of the service users, and nally, we related both

perceptions (CSR and RNI) and contrasted them according to the user’s gender,

age, and level of schooling. The participant proles are presented in Table 1.

Table 1.

Prole of the participants in the study (absolute values)

Feature Mexico Colombia

Sex Man 106 92

Woman 103 114

Age

14-21 41 42

22-29 66 81

30-37 29 46

38-45 29 25

46-53 26 8

54-61 6 2

Greater than 61 12 2

Otero Gómez et al. / Económicas CUC, vol. 45 no. 1, pp. e54728, January - June, 2024

Maximum level of

studies

No studies 4 0

Primary Basic Education 14 5

High school 105 75

University studies 85 126

n=209 n=206

ource: Authors’ elaboration.

Most Mexican participants were men, representing 51% of the sample, whereas

among Colombians, participation was greater among women, who accounted for

55% of the respondents. The average age of participants in Mexico was 33 years

and in Colombia 30 years, with a greater dispersion in the case of Mexico (σ =12.4

years). Most users in Colombia were between 14 and 45 years of age (94.2%), while

in Mexico, the range was between 18 and 53 years of age (91.4%). In the case of

schooling, the highest proportion of users in Mexico had a high school education

(50.2%), while in Colombia, the highest percentage had a university education

(61.2%).

In this analysis of the perception of CSR and RNI, the mean values for each

variable were rst identied. The results are summarized in Table 2.

Table 2.

Perception of CSR and RNI

Country Service Provider Social Responsibility Resistance to negative information

Mexico EW1 3,3 2,8

σ=0,9 σ=1,01

Colombia EW2 3,8 3,3

EW3 3,9 3,4

σ=0,71 σ=0,83

Source: Authors’ elaboration

The values obtained for both CSR and RNI were higher among users of electronic

wallets in Colombia; in both Colombian services, the average register values are

similar to each other and are higher than the mean value of the scale. The perception

of CSR among consumers of the EW1 service is the lowest of the three services,

as is the case with RNI, whose result is even lower than the mean value of the

scale, which places it in a range of disagreement. Both RSE and RNI obtained more

signicant variability in the appraisals of Mexican users. To analyze the perception

of CSR specically, the evaluation of each of its dimensions was examined, as shown

in Figure 1.

ANALYSIS OF THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND RESISTANCE TO NEGATIVE INFORMA-

TION IN USERS OF ELECTRONIC WALLETS IN MEXICO AND COLOMBIA

Figure 1. Perception of CSR by users of e-wallet services in Mexico and Colombia.

Source: Authors’ elaboration

In each of the elements that make up CSR, the valuation is higher among users

of wallet services in Colombia than in Mexico. However, in both cases, there is

consistency in terms of the elements that users value most. In both contexts,

compliance with international, national, and local regulations is highly valued by

service customers, as is ethical behavior towards customers and maintaining a

competitive position that positively impacts the country’s economic growth.

Therefore, it is considered that the elements of CSR that clients most highly

value are those that denote integrity in the provision of the service and the service

itself. It is noteworthy that, for both Colombian and Mexican users, the perception

of actions to nance social projects or activities, as well as donations to altruistic

causes, were the lowest-rated dimensions, the result being very close to the average

value on the scale.

In general terms, for users of EW1 (Mexico), the CSR actions linked to this service

are rated above average on the scale, while for users of EW2 and EW3 (Colombia),

the perception falls within the medium to high range. About the RNI, the perception

of its elements is shown in Figure 2.

Otero Gómez et al. / Económicas CUC, vol. 45 no. 1, pp. e54728, January - June, 2024

Figure 2. RNIs by users of e-wallet services in Mexico and Colombia

Source: Authors’ elaboration

Similar to the perception of CSR, the values obtained for each of the RNI elements

were higher for Colombian users than for Mexican users. In both cases, there was

a coincidence in that the highest value corresponded to the item indicating users’

willingness to give the service provider a second chance after a negative experience.

From the perspective of Colombian users, the lowest values corresponded to the

discomfort they felt when reading negative information about the organization and

to forgiving the company for its mistakes. This last element also reported a lower

score for Mexican users, together with the item indicating that the company’s defects

would not affect their trust in it. These results indicate that the RNI is lower for

those behaviors directly linked to the trust that the user perceives in the service.

In general, the perception of RNI in the Colombian services was above the average

level of the scale, while in the Mexican experience, this assessment remained below

the average value.

To analyze whether the differences found in the perception of CSR and RNI are

statistically signicant, an analysis of variance (ANOVA) was performed, with a

signicance level of α = 0.05, using Minitab software. Differences were compared

based on sex, age, and schooling of the service users; the values obtained are shown

in Table 3.

Regarding differences in perception associated with the sex of the participants, the

p-values for CSR and RNI indicate that neither characteristic differs in evaluation

between men and women. The same applies to the level of education of service

users, indicating that the perception of CSR and RNI is independent of the level of

education.

ANALYSIS OF THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND RESISTANCE TO NEGATIVE INFORMA-

TION IN USERS OF ELECTRONIC WALLETS IN MEXICO AND COLOMBIA

Table 3.

Analysis of variance of CSR and RNI concerning the sex, age, and education level of the service user

CSR Analysis of Variance

Fountain GL SS Tight HS Tight. Value F Value p

Sex_Mx 10,405 0,4052 0,50 0,482

Sex_Col 10,062 0,0620 0,12 0,727

Age_Mx 42 49,67 1,1825 1,64 *0,015

Age_Col 39 17,83 0,4572 0,89 0,664

Studies_Mx 3 2,569 0,8563 1,05 0,370

Studies_Col 20,098 0,04919 0,10 0,908

RNI Analysis of Variance

Fountain GL SS Tight. HS Tight. Value F Value p

Sex_Mx 10,308 0,3085 0,30 0,583

Sex_Col 10,049 0,04883 0,07 0,792

Age_Mx 42 58,78 1,3996 1,53 *0,033

Age_Col 39 22,69 0,5819 0,81 0,783

Studies_Mx 3 1,527 0,5091 0,50 0,684

Studies_Col 21,279 0,6397 0,92 0,400

Note: Mx = Mexico; Col= Colombia; SS Tight = Adjusted sum of squares; HS Tight = Tight Half Squares.

Source: Authors’ elaboration, analyzed with Minitab18.

The only signicant difference found is related to the age of the service user,

and is present among consumers in Mexico, as indicated by a value of p=0.015 for

CSR and p=0.033 for RNI. Since these values are below the signicance level, it is

conrmed that, for the EW1 service, the perception of the two variables differs by

age group. This is not the case for Colombian users, whose results reect similar

perceptions for the three demographic variables analyzed. The examination of the

data was complemented by correlation analysis, whose values are shown in Tables

4 and 5 for Colombia and Mexico, respectively.

Table 4.

Correlations for e-wallet users in Colombia

Age_Col Magnitude Studies_Col Magnitude CSR_Col Magnitude

CSR_Col 0,005 n.s Null -0,030 n.s Null

RNI_Col 0,013 n.s Null -0,089 n.s Null 0,435** Media

Cell Contents: Pearson’s Correlation. ***p<0,001; ** p<0,01; * p<0,05; n.s = no signicant

Source: Authors’ elaboration, analyzed with Minitab18.

It is possible to indicate that the results for Colombia show an independent

behavior between the demographic variables, age and level of studies, associated

with the study variables CSR and RNI. All correlation coefcients tend to a value

of 0.0, and their p-values are not signicant. However, a correlation of medium

magnitude and positive direction is evident between the CSR and RNI variables.

Otero Gómez et al. / Económicas CUC, vol. 45 no. 1, pp. e54728, January - June, 2024

Table 5.

Correlations for e-wallet users in Mexico

Age_Mex Magnitude Studies_ Mex Magnitude CSR_ Mex Magnitude

CSR_Mx -0,063 n.s Null 0,022 n.s Null

RNI_Mx 0,108 * Casualty 0,026 n.s Null 0,556*** Media

Cell content: Pearson’s correlation. ***p<0.001; ** p<0.01; * p<0.05; n.s not signicant.

Source: Authors’ elaboration, analyzed using Minitab 18.

The results for electronic wallet users in Mexico show a similar trend to those

obtained in Colombia when analyzing the association between demographic

variables, such as age and level of education, with CSR. However, there is evidence

of a low-magnitude positive correlation between age and RNI behavior.

Finally, the association between CSR and RNI shows a signicant strength of

association, an indicator shared by users of the EW1 (Mexico) and those of EW2 and

EW3 (Colombia), with coefcients of 0.435 and 0.556, respectively. This signicant

and positive relationship between the two variables suggests that, as the perception

of the rst variable (CSR) as an intentional action of the organization increases, the

value of RNI response behavior among consumers also increases, and this occurs in

a similar manner among users of the two countries studied.

DISCUSSION

The research among users of e-wallet services in Mexico and Colombia allowed

identifying some characteristics referred to in the scientic literature in recent

years, linked to the associations between CSR actions and general marketing

variables (Iglesias et al., 2020; Švermová, 2022). Some of these relationships have

been proven in the banking sector (Fatma & Rahman, 2016; Goyal & Chanda, 2017),

but specically, the results of the present comparative study allow increasing the

evidence for the CS,R and NIR relationship (Eisingerich et al., 2011; Elbedweihy et

al., 2016; Won-Moo et al., 2020; Brunk & De Boer, 2020; Peasley et al., 2021).

The ndings indicate that the correlation between CSR and RNI presents a greater

magnitude in users of the EW1 service compared to the EW2 and EW3 services,

with all of them exhibiting a directly proportional relationship. Thus, it is accurate

to indicate that if the users of the services consider that their e-wallets carry out

a greater number of CSR actions that benet the population, their perception and

way of processing the information related to the brand neutralizes the effect of the

information received, and increases the RNI response behavior, which is consistent

with the result of Brunk & De Boer (2020) and Peasley et al., (2021).

It is also important to note that when measuring the CSR variable, the best

evaluated item corresponds to the importance of compliance by the electronic wallet

with existing regulations for its operation. The average scores for the two countries

were close to the maximum score available for this statement, which is part of the

ANALYSIS OF THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND RESISTANCE TO NEGATIVE INFORMA-

TION IN USERS OF ELECTRONIC WALLETS IN MEXICO AND COLOMBIA

economic dimension of corporate social responsibility (CSR). On the other hand,

the lowest average score was obtained for the item on company contributions to

donations and social projects, which is part of the social dimension of CSR. This

suggests the need to implement differentiated actions for each of the dimensions

that make up this variable, as stated by Landázuri et al. (2018).

In relation to the RNI variable, the hierarchy of scores obtained can be interpreted

in light of Cristela et al.’s (2019) statement, which suggests that consumers tend to

consider the brand/company as a partner in their commercial relationship. Therefore,

Mexican and Colombian users agree that, in the event of a failure associated with

the wallet’s general performance, which does not signicantly affect the user, they

are more inclined to provide a new opportunity for its use. On the contrary, if the

wallet presents failures or errors in specic aspects of the service provision, users

will adopt a more critical stance regarding the forgiveness expected from the brand.

Finally, regarding the differences in CSR actions and RNI behaviors that may

arise from different contexts and national culture (Cheung et al., 2020), the evidence

obtained indicates that despite nding higher scores in the variables studied in

the Colombian territory, most of the tests of differences in this perception are not

statistically signicant, except for the one found for the variable age of the Mexican

user.

The evaluation in Mexico identies differences in the EW1 with reference to

its CSR actions and post-consumer behavior associated with the RNI. Give this

nding, it is worth noting that to access it is necessary to be over 18 years of age, so

that the reasoning when scoring each of the questions can be more measured and

thus evaluated with better nancial ability than that achieved by Colombian users

who have the possibility of opening the wallet from the age of 13.

CONCLUSIONS

The ndings associated with the relationship between CSR and RNI are growing

in the scientic literature. Specically, it has been indicated that companies in

the nancial sector can build lasting relationships with their consumers if they

adequately implement practices that their users value as moral and ethical. As a

result, this leads current or potential clients to modify their consumption decisions,

increasing their preference for the use of nancial products from organizations that

are well valued for their CSR actions, to the detriment of those that do not develop

or communicate them adequately.

This research builds upon previous years’ evidence of the association between

CSR and RNI variables by focusing on the analysis of user perceptions in both

Mexico and Colombia of digital wallets, a type of nancial service. The results

conrm that consumers’ resistance to negative information circulating about the

entity providing their electronic service is directly and positively associated with

Otero Gómez et al. / Económicas CUC, vol. 45 no. 1, pp. e54728, January - June, 2024

the image of corporate responsibility that they perceive. CSR, and specically its

component of ethical behavior with customers and regulations, becomes a strategic

action that must be communicated to stakeholders in a consistent and accurate

manner to improve the perception of the company as responsible, and thus, if

necessary, obtain the support of its users in times of trouble.

It is demonstrated that the association between the CSR and RNI variables does

not differ when analyzing the Mexican and Colombian samples in terms of aspects

related to the gender or educational level of the users of these electronic wallets.

Thus, it is concluded that CSR strategies can be formulated in a broad and generic

manner for all users without requiring detailed demographic segmentation, as

the RNI response is a behavior that increases among customers of digital wallet

providers who sustain a regulated, ethical, and transparent approach.

The results of the comparison of experiences between Mexican and Colombian

users conrm the similarities in perception, despite the different contexts and

service providers. Therefore, these ndings are expected to be relevant not only for

the providers considered in this research but also for all companies engaged in the

sale of intangibles in both countries.

Finally, the main limitation of this work is the age range used in the eldwork.

Due to the restriction in Mexico and the exibility in Colombia, the skills in the

interpretation of CSR actions and the behavior of RNI can be fully comparable from

the age of 18 onwards, so it is suggested that in future research similar samples

in age ranges be used, despite the requirements for opening the purse that the

companies analyzed themselves pose.

CREDIT AUTHORSHIP CONTRIBUTION STATEMENT

Otero Gómez: Writing - proofreading and editing, visualization, supervision,

project management, and fund acquisition. Sánchez Zeferino: Writing,

methodology, software, and fund acquisition. Giraldo Pérez: Writing, methodology.

FUNDING

The article is derived from the international research project entitled “Effects of

Corporate Social Responsibility on Brand Value: An Analysis of the Banking Sector

from the Consumer’s Perspective.”

ANALYSIS OF THE RELATIONSHIP BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND RESISTANCE TO NEGATIVE INFORMA-

TION IN USERS OF ELECTRONIC WALLETS IN MEXICO AND COLOMBIA

DECLARATION OF COMPETING INTEREST

This research does not represent any conict of interest with the authors, the

journal, the publishing entity, or the funding entities.

ACKNOWLEDGMENTS

The authors thank the universities that funded the comparative project, “Effects

of Corporate Social Responsibility on Brand Value: Analysis of the Banking Sector

from the Consumer’s Perspective.”

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BIODATA

María Cristina Otero Gómez is a professional in international trade, master’s

degree, and Marketing Ph.D. Leader of the research group Dinámicas de Consumo,

attached to the Faculty of Economic Sciences of the Universidad de los Llanos. Her

research interests are framed in studies on national and international consumer

Otero Gómez et al. / Económicas CUC, vol. 45 no. 1, pp. e54728, January - June, 2024

behavior and market research, both qualitative and quantitative. ORCID: https://

orcid.org/0000-0002-3241-7877

Diana Edith Sánchez Zeferino is a master’s in quality management, doctoral

candidate in Business Administration and Management. Full-time professor at

the School of Accounting and Administration of the Universidad Veracruzana,

Coatzacoalcos campus (Mexico). Responsible for the Academic corps in Consolidation

Economics of Knowledge and Innovation. Research interests: Organizational

Competitiveness and Innovation. ORCID: https://orcid.org/0000-0002-6931-4150

Wilson Giraldo Pérez is Ph.D. in Marketing. Associate Professor at the

Universidad de los Llanos (Colombia), with teaching experience since 1998.

Researcher recognized by Minciencias, and a peer evaluator of the same colombian

Ministry. Business consultant in market research, member of the research group

Dinámicas de Consumo since 2010. Research interests: Consumer behavior. ORCID:

https://orcid.org/0000-0001-8514-9805