The impact of digital social responsibility on customer trust and brand equity : an evidence from social commerce in Thailand

Abstract

Purpose: The purpose of this study is to investigate the impact of digital social responsibility (DSR) on customer trust and brand equity in the context of social commerce. A total of 324 respondents who have experienced in shopping through social commerce participated in this study through an online survey. Design/Methodology/Approach: Structural equation modeling (SEM) was used to test the empirical data derived from surveys with the proposed hypotheses. Findings: The results showed that digital social responsibility (DSR) initiatives have significantly and positively effects on customer trust (CT) and brand equity (BE). DSR also has an indirect and positive influence on BE via CT as mediating in social commerce context. Practical Implications: The research is one of first attempts to provide valuable insight for studying the relationship between DSR, CT and BE in the context of social commerce. Companies should be aware that implementing DSR helps them to gain benefits in enhancing customer trust and brand equity. Originality/Value: The study provides a better understanding of the role of digital social responsibility in customers’ attitudes and brand equity in a social commerce platform.