The Impact of Digital Social Responsibility on Customer Trust and Brand Equity: An Evidence from Social Commerce in Thailand

Abstract

Purpose:The purpose of this study is to investigate the impact of digital social responsibility (DSR) on customer trust and brand equity in the context of social commerce. A total of 324 respondents who have experienced in shopping through social commerce participated in this study through an online survey. Design/Methodology/Approach: Structural equation modeling (SEM) was used to test the empirical data derived from surveys with the proposed hypotheses. Findings: The results showed that digital social responsibility (DSR) initiatives have significantly and positively effects on customer trust (CT) and brand equity (BE). DSR also has an indirect and positive influence on BE via CT as mediating in social commerce context. Practical Implications: The research is one of first attempts to provide valuable insight for studying the relationship between DSR, CT and BE in the context of social commerce. Companies should be aware that implementing DSR helps them to gain benefits in enhancing customer trust and brand equity. Originality/Value:The study provides a better understanding of the role of digital social responsibility in customers' attitudes and brand equity in a social commerce platform.

The effect of perceived corporate social responsibility on purchase intention in mobile commerce: mediating roles of trusting beliefs and satisfaction

“…For example, in their study with South Korean consumers, Park et al (2014) verified that CSR initiatives of a company were positively related to all three dimensions of trusting beliefs. Consistent with this finding, a study by Puwirat and Tripopsakul (2019) found that corporate social responsibility significantly and positively predicted consumer trust in the domain of social commerce.…”

Investment Challenges Faced By Working Women In Kerala: A Structural Equation Modelling Analysis

“…Furthermore, a highly significant p-value(<0.001) was obtained from Bartlett's test of sphericity, suggesting a suitable factor analysis and a strong correlation between the variables. (Puwirat & Tripopsakul, 2019). From Table no 4:We can see that all 17 investment problem items are considered for further analysis because they all have a factor loading above 0.05 (Table no.4).…”

Digital Social Responsibility towards Corporate Social Responsibility and Strategic Performance of Hi-Tech SMEs: Customer Engagement as a Mediator

“…DSR programs of an organization attract their customers in various ways. When customers have the opportunity to observe DSR initiatives undertaken by the firm, they are able to participate in DSR activities through dialogs using social media [40]. Given easy access and participation in the DSR programs, customers feel that the business organization is performing according to their perceptions, and they are more likely to become attached to these firms [11].…”

“…Customer engagement with DSR also provides an opportunity for the firm to develop those programs that are associated with the demands of relevant customers [41]. Customer engagement with DSR has attained valuable attention of researchers in the current decade, being considered as the most important and critical factor for the improvement of the overall CSR performance of an organization [40]. In the current study, we argued that, when organizations develop their social responsibilities initiatives according to the demands of stakeholders, these CSR initiatives boost the trust and confidence of stakeholders, which enhances the CSR performance of these organizations.…”

“…Organizations carefully formulate strategies for achieving performance and consider customer engagement with DSR [38]. Customer engagement with DSR has attained valuable attention in the current decade of digitalization, being considered as the most important and critical factor for the improvement of the overall performance of an organization [40].…”