...Yezi Hu; Yanni Ma; Di Mu Purpose This study aims to examine how Generation Z (Gen Z) consumers respond to internal and external corporate social responsibility ( CSR ) posts on social media. By exploring the mediating role of perceived altruism and the moderating role of cultural ideology...

... contribute to corporate social responsibility ( CSR ) and corporate reputation theory and provide practical guidance. Tailoring strategies to demographic differences – such as Generation Z’s preference for participatory and digital engagement – can strengthen credibility, enhance reputation and foster long...