IDEAS home Printed from https://ideas.repec.org/a/rfa/smcjnl/v13y2025i3p184-197.html

The Impact of Digital Corporate Social Responsibility on Brand Awareness and Brand Image

Author

Listed:
  • Ä°brahim ÇataldaÅŸ
  • Mehmet Yalçınkaya

Abstract

Digitalization has transformed brands' corporate social responsibility (CSR) initiatives into a strategic communication tool by transitioning them to an online environment. This study examines the effects of digital corporate social responsibility (DCSR) dimensions on brand awareness and image. The study involved 822 participants, specifically students from Mersin and Ordu Universities, all of whom are social media users and customers in the banking sector. The data collected were analyzed using IBM SPSS and AMOS statistical software. The results indicate that aspects of DCSR, including digital ethical and legal responsibility, digital social responsibility, and digital philanthropy, influence brand awareness and image. Effective use of digital platforms enables brands to communicate their social responsibility initiatives to a wider audience, potentially increasing brand awareness and image by positively influencing consumer perception. Thus, brands' engagement in corporate social responsibility initiatives in the digital realm, along with their alignment to similar communication strategies, can influence their brand awareness and image.

Suggested Citation

  • Ä°brahim ÇataldaÅŸ & Mehmet Yalçınkaya, 2025. "The Impact of Digital Corporate Social Responsibility on Brand Awareness and Brand Image," Studies in Media and Communication, Redfame publishing, vol. 13(3), pages 184-197, September.
    • Handle: RePEc:rfa:smcjnl:v:13:y:2025:i:3:p:184-197
    as

    Download full text from publisher

    File URL: https://redfame.com/journal/index.php/smc/article/download/7603/6900
    Download Restriction: no
    File URL: https://redfame.com/journal/index.php/smc/article/view/7603
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lobschat, Lara & Mueller, Benjamin & Eggers, Felix & Brandimarte, Laura & Diefenbach, Sarah & Kroschke, Mirja & Wirtz, Jochen, 2021. "Corporate digital responsibility," Journal of Business Research, Elsevier, vol. 122(C), pages 875-888.
    2. Shuili Du & Edward Vieira, 2012. "Striving for Legitimacy Through Corporate Social Responsibility: Insights from Oil Companies," Journal of Business Ethics, Springer, vol. 110(4), pages 413-427, November.
    3. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yajing Duan & Lingzhi Brian Fang, 2025. "How Do Firms Manage Their Long-term Customer Relationship? The Role of Customer Experience and Constructive Mechanism on Customer Commitment from Utilitarian and Hedonic Perspectives," SAGE Open, , vol. 15(1), pages 21582440251, March.
    2. Girardone, Claudia & Kokas, Sotirios & Wood, Geoffrey, 2021. "Diversity and women in finance: Challenges and future perspectives," Journal of Corporate Finance, Elsevier, vol. 71(C).
    3. Anselmsson, Johan & Burt, Steve & Tunca, Burak, 2017. "An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 194-203.
    4. Cortez, Maria Céu & Andrade, Nuno & Silva, Florinda, 2022. "The environmental and financial performance of green energy investments: European evidence," Ecological Economics, Elsevier, vol. 197(C).
    5. Li, Xiaobo & Huang, Min & Shao, Jinan & Li, Mengyao & Shangguan, Wuyue, 2025. "Are firms with hometown CEOs better citizens? Evidence from the corporate poverty alleviation participation in China," China Economic Review, Elsevier, vol. 90(C).
    6. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    7. Vishwas Maheshwari & George Lodorfos & Siril Jacobsen, 2014. "Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 5(6), pages 13-23, November.
    8. Chan Choi, S., 2017. "Defensive strategy against a private label: Building brand premium for retailer cooperation," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 335-339.
    9. Zaki Ahmad & Mohammad Helmi Bin Hidthiir & Md Mahfujur Rahman & Mohd Zukime Mat Junoh & Mohd Faizal Bin Yusof, 2025. "Impact of TBL-Based CSR Disclosure on Financial Performance in Halal Food Companies: A System GMM Analysis," SAGE Open, , vol. 15(1), pages 21582440241, February.
    10. Samia Moumade & Aurélie Hemonnet-Goujot & Pierre Valette-Florence, 2023. "Speaking up in Brand Activism : The Impact of Perceived Brand Legitimacy on Consumer Behavior," Post-Print hal-04160966, HAL.
    11. Cloarec, Julien, 2022. "Privacy controls as an information source to reduce data poisoning in artificial intelligence-powered personalization," Journal of Business Research, Elsevier, vol. 152(C), pages 144-153.
    12. Müllner, Jakob & Puck, Jonas, 2018. "Towards a holistic framework of MNE–state bargaining: A formal model and case-based analysis," Journal of World Business, Elsevier, vol. 53(1), pages 15-26.
    13. Kirsti Iivonen, 2018. "Defensive Responses to Strategic Sustainability Paradoxes: Have Your Coke and Drink It Too!," Journal of Business Ethics, Springer, vol. 148(2), pages 309-327, March.
    14. Affifa Sardar & Amir Manzoor & Khurram Adeel Shaikh & Liaqat Ali, 2021. "An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption," SAGE Open, , vol. 11(4), pages 21582440211, October.
    15. Veronica Devenin & Constanza Bianchi, 2018. "Soccer fields? What for? Effectiveness of corporate social responsibility initiatives in the mining industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 866-879, September.
    16. Zelong Wei & Hao Shen & Kevin Zheng Zhou & Julie Juan Li, 2017. "How Does Environmental Corporate Social Responsibility Matter in a Dysfunctional Institutional Environment? Evidence from China," Journal of Business Ethics, Springer, vol. 140(2), pages 209-223, January.
    17. Yuan-Shuh Lii & May-Ching Ding & Chih-Huang Lin, 2018. "Fair or Unfair: The Moderating Effect of Sustainable CSR Practices on Anticipatory Justice Following Service Failure Recovery," Sustainability, MDPI, vol. 10(12), pages 1-21, December.
    18. Dolores Gallardo-Vázquez & Luis Enrique Valdez-Juárez & José Luis Lizcano-Álvarez, 2019. "Corporate Social Responsibility and Intellectual Capital: Sources of Competitiveness and Legitimacy in Organizations’ Management Practices," Sustainability, MDPI, vol. 11(20), pages 1-29, October.
    19. Jon Reast & François Maon & Adam Lindgreen & Joëlle Vanhamme, 2013. "Legitimacy-Seeking Organizational Strategies in Controversial Industries: A Case Study Analysis and a Bidimensional Model," Journal of Business Ethics, Springer, vol. 118(1), pages 139-153, November.
    20. Antonio Farías & Christian A. Cancino, 2021. "Digital Transformation in the Chilean Lodging Sector: Opportunities for Sustainable Businesses," Sustainability, MDPI, vol. 13(14), pages 1-17, July.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfa:smcjnl:v:13:y:2025:i:3:p:184-197. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Redfame publishing (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.