Developing The Model of The Impact of Digital Social Responsibility (DSR) on Consumer Loyalty

Abstract

In Vietnam, businesses are increasingly prioritizing Digital Social Responsibility (DSR) as a strategic focus. DSR is not merely a supplementary factor but serves as a pivotal strategy in building and sustaining consumer loyalty. This study aims to identify the significance of various DSR components in influencing consumer loyalty. A combination of qualitative and quantitative research methods is employed, providing empirical data to test research hypotheses while laying a theoretical foundation for future studies on DSR. Through this study, we aim to systematize theoretical frameworks and propose a model of how DSR impacts consumer loyalty. The findings serve as a foundation for subsequent research in this domain. The results indicate that the proposed model incorporates several DSR components that affect consumer loyalty via intermediary factors such as Trust, Satisfaction, and electronic Word of Mouth (eWOM). Notably, eWOM functions as a moderating variable in the relationship between Trust and Satisfaction.