The Bi-Directional Relationship Between Digital Social Responsibility And Brand Image With A Mediating Role Of Consumer Trust And Moderating Role Of Consumer Awareness

Abstract

The current study aimed to investigate the bi-directional connection between digital social responsibility and brand image with the mediating and moderating effect of consumer trust and consumer awareness with dependent and independent variables. However, for this purpose the collected sample comprised 300 participants, and the conducted analyses were descriptive analysis, Cronbach alpha reliability analysis, Pearson’s correlation analysis, regression analysis t-test analysis, One-way ANOVA analysis as well as Sobel test. The analysis suggested that all the variable's reliabilities lay in an acceptable range and the data was positively skewed. The obtained results indicated a positive correlation between the independent variable digital social responsibility and brand image. Whereas, positive relationships between other variables were also observed. Consumer trust positively mediates the relationship between digital social responsibility and brand image besides this consumer awareness also played a positive moderation effect between independent variable digital social responsibility and brand image