Understanding Digital Social Responsibility in the Social Media Context: Evidence from Thailand

• Autores: Wilert Puriwat, Suchart Tripopsakul
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 7, Nº. 1, 2022
• Idioma: inglés
• DOI: 10.26668/businessreview/2022.v7i1.257
• Títulos paralelos:
  • Comprensión de la responsabilidad social digital en el contexto de las redes sociales: Evidencia de Tailandia
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Propósito: Las organizaciones de todo el mundo consideran que la responsabilidad social es una de sus obligaciones estratégicas más importantes. En la era digital como en la actualidad, las empresas han transformado los programas de responsabilidad social en plataformas digitales: responsabilidad social digital (DSR). El propósito de este estudio es ver cómo DSR afecta el boca a boca en línea (Online WOM) y la intención de compra (PI) en el entorno de las redes sociales.

    Metodología: Los datos se recopilaron mediante una encuesta en línea entre una muestra de 157 estudiantes de instituciones de educación superior en Tailandia. Las hipótesis propuestas fueron analizadas y evaluadas utilizando modelos de ecuaciones estructurales (SEM) en este estudio.

    Hallazgos: Los hallazgos revelaron que las percepciones de los clientes (CPN) y el WOM en línea están muy influenciados por la percepción de DSR. CPN mediaba ligeramente el vínculo entre DSR y WOM en línea, y mediaba totalmente la relación entre DSR y PI, según el análisis de mediación.

    Investigación, implicaciones prácticas y sociales: Nuestro análisis verifica la influencia de DSR en las percepciones de los clientes y WOM en línea, a pesar de que pocos estudios previos han analizado el impacto de DSR en WOM y PI en línea. Este estudio empírico puede ayudar a los gerentes a comprender mejor los efectos de DSR en las percepciones de los consumidores y WOM en línea a través de las redes sociales.

  • English

    Purpose: Organizations across the world consider social responsibility to be one of their most important strategic obligations. In the digital era like nowadays, firms have transformed social responsibility programs into digital platforms - digital social responsibility (DSR). The purpose of this study is to see how DSR affects online word of mouth (Online WOM) and purchasing intent (PI) in the setting of social media.

    Methodology: Data were collected via an online survey among a sample of 157 students from higher education institutions in Thailand. The proposed hypotheses were analyzed and evaluated using structural equation modelling (SEM) in this study.

    Findings: The findings revealed that customers' perceptions (CPN) and online WOM are highly influenced by perceived DSR. CPN slightly mediated the link between DSR and online WOM, and totally mediated the relationship between DSR and PI, according to the mediation analysis.

    Research, Practical & Social implications: Our analysis verifies the influence of DSR on customers' perceptions and online WOM, despite the fact that few previous studies have looked into the impact of DSR on online WOM and PI. This empirical study can help managers better grasp the effects of DSR on consumer perceptions and online WOM via social media.

    Originality: This study is a pioneering attempt to test the applicability of the DSR activities in social media context on customer’s perception and behavior. The findings should also motivate businesses to conduct DSR activities in order to improve favorable consumer perceptions and spread positive word of mouth about their businesses.

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