Abstract

In the context of robust digital transformation, corporate social responsibility is extending its scope to the online environment, giving rise to the critical concept of digital social responsibility. This research addresses a contemporary gap by assessing the influence of digital social responsibility on brand equity among beverage companies in Ho Chi Minh City. Furthermore, the study meticulously investigates the sequential mediating roles of customer trust, brand reputation, and customer participation, as well as the simultaneous moderating role of customer participation in the relationship between digital social responsibility and brand equity. Employing a rigorous quantitative research design, data were gathered from 315 valid consumer responses through an online survey instrument. The data analysis utilized a sophisticated suite of statistical techniques, including Cronbach’s Alpha, EFA, CFA, SEM, Bootstrap, and the PROCESS macro, implemented in SPSS 20.0 and AMOS 24.0. The empirical findings yield several crucial insights. The results unequivocally demonstrate that digital social responsibility exerts a positive and statistically significant effect on brand equity, which is manifested both directly and indirectly through the significant mediating variables of customer trust, brand reputation, and customer participation. Critically, the study also establishes that customer participation acts as a significant moderator, amplifying the beneficial impact of digital social responsibility initiatives on brand equity. These compelling findings underscore the necessity for corporations to strategically implement and effectively communicate their social responsibility endeavors on digital platforms to boost overall brand value. Based on these outcomes, the research culminates in proposing actionable managerial implications that guide businesses in seamlessly integrating digital social responsibility into their core marketing strategies, actively cultivating customer participation, and substantially strengthening their brand reputation within the dynamic digital landscape.