The Role Of Consumer Engagement Via Social Media; The Influence Of Corporate Social Responsibility On Consumer Purchase Intention; An Empirical Study

Abstract

The study explored the dynamic relationship between consumer engagement through social media and (CSR) initiatives, with a specific focus on understanding how CSR practices impact consumer purchase intention. In the era of interconnected digital platforms, social media has emerged as a powerful tool for brands to engage with their audience. Simultaneously, consumers are increasingly valuing companies that exhibit a commitment to social and environmental responsibility. The quantitative analysis investigates the correlation between consumer engagement metrics on social media platforms and the nature of CSR activities promoted by companies. Furthermore, the study explores the moderating role of corporate transparency and authenticity in enhancing the effectiveness of CSR-related social media engagement. The qualitative component involves an in-depth examination of CSR communication strategies employed by select companies, shedding light on the nuances of messaging and the impact on consumer perceptions. By analyzing the content and tone of CSR-related social media posts, the research [1]aims to uncover patterns that contribute to heightened consumer trust and positive purchase intention. The findings of this study revealed valuable insights for businesses seeking to optimize their social media engagement strategies and leverage CSR initiatives to drive consumer loyalty and purchase behavior. As consumers become more socially conscious, understanding the intricate dynamics of how CSR is communicated and received through social media channels becomes imperative for building sustainable and ethical brand-consumer relationships.