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The purpose of this paper is to examine the nature of strategic corporate communication (SCC) activities and its impact in Indian service sector organizations.

A descriptive research design was used with data obtained from 227 executives from service sector organizations. A research instrument was constructed and measures of SCC and its impact were derived through factor analysis.

Multiple regression analysis led to formulation of new relationships among the variables (messages, medium and stakeholders) involved in SCC and its impact. For example, in crisis situations, messages related to identity and image were associated with greater communication impact than were other types of messages. Similarly communicating with primary stakeholders like employees and customers was more important than with other stakeholders. Among the different types of medium used in SCC, virtual medium and disclosures led to greater communication impact.

Communication impact due to SCC was a multi-dimensional construct comprising of three kinds of impacts: communication synergy; value representation; and organizational reliability. The relationships of messages, mediums and stakeholders with different types of SCC Impact can help practitioners design and implement effective strategies of corporate communication.

Green financial technology (FinTech) has received attention for promoting green finance investment and sustainable development. However, how consumer social responsibility and long-term orientation influence the continuance intention of green FinTech users remains unknown in the literature. To fill this gap, consumer social responsibility and long-term orientation are combined with the unified theory of acceptance and use of technology to develop a research model to investigate their moderating effects on the continuance intention of green FinTech users.

A random probability sampling method was adopted, and 377 valid responses were collected to verify the proposed model. Partial least squares structural equation modeling was employed for the data analysis.

Performance expectancy, effort expectancy, social influence and facilitating conditions have significant positive impacts on the continuance intentions of green FinTech users. Surprisingly, consumer social responsibility enhances the effects of performance expectancy and social influence on continuance intention but negatively moderates the effect of facilitating conditions on continuance intention. Moreover, a long-term orientation can increase the impact of facilitating conditions on continuance intention but decrease the impact of performance expectancy on continuance intention.

This paper proposes a research model that reveals how consumer social responsibility and long-term orientation moderate the relationship between the unified theory of acceptance and use of technology (UTAUT) and the continuance intention of green FinTech users to fill a gap in the literature.