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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Prif Awduron:	David Amankona, Kaigang Yi, Chikwanda Kampamba
Fformat:	Artigo
Iaith:	Inglês
Cyhoeddwyd:	Emerald Publishing 2024-11-01
Cyfres:	Management Matters
Pynciau:	DSR Consumer engagement Brand loyalty Purchase intention Generation Y consumers
Mynediad Ar-lein:	https://www.emerald.com/insight/content/doi/10.1108/MANM-03-2024-0015/full/pdf
Tagiau:	Ychwanegu Tag Dim Tagiau, Byddwch y cyntaf i dagio'r cofnod hwn!