Artikel
The impact of digital social responsibility on preference and purchase intentions: The implication for open innovation
The COVID-19 pandemic has dramatically changed people's life and the ways businesses implement their social responsibility initiatives. During the COVID-19 pandemic, online and digital platforms have been increasingly realized as important mechanisms for businesses undertaking and implementing socially responsible activities-digital social responsibility (DSR). The purpose of this study was to investigate the impact of DSR on brand preference and consumers' purchase intention comparing between high and low involvement product categories. The quantitative empirical research was conducted by using an online questionnaire instrument, and a Structural Equation Modelling (SEM) technique was used to test the proposed model. Based on 194 samples of Thai respondents collected in November to December 2020, the findings demonstrate that DSR initiatives are significantly and positively associated with brand preference and with consumers' purchase intention. The moderating result reveals that product involvement plays a significant role in strengthening the association between DSR initiatives and brand preference. The effect of DSR on brand preference is stronger for low product involvement respondents than for high product involvement respondents. The research highlights the significance of DSR and extends the current knowledge about DSR and its potential impact on customers' perception.
- Language
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Englisch
- Bibliographic citation
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Journal: Journal of Open Innovation: Technology, Market, and Complexity ; ISSN: 2199-8531 ; Volume: 7 ; Year: 2021 ; Issue: 1 ; Pages: 1-11 ; Basel: MDPI
- Classification
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Management
Business Administration: General
Corporate Culture; Diversity; Social Responsibility
Marketing
Advertising
- Subject
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brand preference
digital social responsibility
product involvement
purchase intention
Thailand
- Event
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Geistige Schöpfung
- (who)
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Wilert Puriwat
Suchart Tripopsakul
- Event
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Veröffentlichung
- (who)
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MDPI
- (where)
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Basel
- (when)
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2021
- DOI
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doi:10.3390/joitmc7010024
- Handle
- Last update
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10.03.2025, 11:45 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Wilert Puriwat
- Suchart Tripopsakul
- MDPI
Time of origin
- 2021
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