Understanding digital social responsibility's impact on purchase intention: insights from consumer engagement, brand loyalty and Generation Y consumers
Purpose – The study specifically seeks to comprehend the impact of online corporate social responsibility (CSR) initiatives on consumer behaviour, with a focus on Generation Y consumers. It also aims to examine how, particularly within Ghanaian manufacturing firms, the views of Generation Y consumer...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2024-11-01
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| Series: | Management Matters |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/MANM-03-2024-0015/full/pdf |
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