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Journal Articles

Understanding digital social responsibility's impact on purchase intention: insights from consumer engagement, brand loyalty and Generation Y consumers

David Amankona, Kaigang Yi, Chikwanda Kampamba
Journal: Management Matters
Management Matters (2024) 21 (2): 117–142.
https://doi.org/10.1108/MANM-03-2024-0015
Published: 17 June 2024
... linkages. Findings The study reveals a strong positive relationship between corporate social responsibility (DSR) and purchase intention, mediated by consumer engagement and brand loyalty. However, it does not suggest Generation Y's attitudes towards DSR moderating this relationship. The study...
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