The Effect of Digital Social Responsibility on Consumer Behaviour in the Mobile Telecom Industry

The Effect of Digital Social Responsibility on Consumer Behaviour in the Mobile Telecom Industry

This research aims to examine the relationship between perceived digital social responsibility (DSR) and consumer selection by mobile telecom companies in Saudi Arabia, considering purchase intention (PI) and consumer loyalty (CL), with the mediating role of brand preference (BP). This study found d...

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Bibliographic Details
Format:	Article
Language:	English
Published:	Sumy State University 2024-07-01
Series:	Marketing i Menedžment Innovacij
Subjects:	brand preference;consumer loyalty;digital social responsibility;corporate social responsibility;purchase intent. ;
Online Access:	https://mmi.sumdu.edu.ua/wp-content/uploads/2024/07/12_A779-2024_Alaa-et-al.pdf
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