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...

ver descrição completa

Detalhes bibliográficos

Principais autores:	David Amankona, Kaigang Yi, Chikwanda Kampamba
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Emerald Publishing 2024-11-01
coleção:	Management Matters
Assuntos:	DSR Consumer engagement Brand loyalty Purchase intention Generation Y consumers
Acesso em linha:	https://www.emerald.com/insight/content/doi/10.1108/MANM-03-2024-0015/full/pdf
Tags:	Adicionar Tag Sem tags, seja o primeiro a adicionar uma tag!