Digital Media’s Influence on Corporate Social Responsibility (CSR) and Public Perception of Brands

Abstract

This study explores the impact of digital media on Corporate Social Responsibility (CSR) and public perception of brands. With digital platforms becoming integral to corporate communications, brands increasingly rely on these channels to promote CSR initiatives. The research aims to assess how digital media influences consumer perceptions of CSR transparency, accountability, and brand trustworthiness. Data were collected from 200 social media users who engage with brands online and involve in purchasing also. A structured questionnaire using a 5-point Likert scale measured respondents' views on digital media’s role in CSR and brand perception. Reliability and validity tests confirmed high internal consistency and construct accuracy. Correlation and regression analyses revealed a significant positive relationship between digital media’s influence on CSR and its effect on brand perception, supporting both hypotheses. Confirmatory factor analysis (CFA) further validated the measurement model’s fit. Findings indicate that brands with active CSR engagement on digital platforms are perceived more favorably, aligning with prior studies that link digital presence with enhanced brand credibility. Limitations include the study’s cross-sectional design and convenience sampling, suggesting future research could utilize longitudinal methods and examine specific digital channels. The study provides practical implications for marketers, highlighting digital media’s role in building trust and loyalty through CSR communication.