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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
... manufacturing firms, the views of Generation Y consumers regarding digital social responsibility (DSR), and how it moderates the relationship between brand loyalty and purchase intention. Design/methodology/approach This study takes a quantitative approach, using information gathered via a survey...
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