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

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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Bibliographic Details
Main Authors: David Amankona, Kaigang Yi, Chikwanda Kampamba
Format: Article
Language:English
Published: Emerald Publishing 2024-11-01
Series:Management Matters
Subjects:
DSR
Consumer engagement
Brand loyalty
Purchase intention
Generation Y consumers
Online Access:https://www.emerald.com/insight/content/doi/10.1108/MANM-03-2024-0015/full/pdf
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