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

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