Current study sought to explore the moderating influence of corporate social responsibility (CSR) on the relationship between digital citizenship (DC) (transparency, data privacy, authenticity, responsible advertising practices, engagement) and consumer trust (CT). Quantitative methodology was adopted, and a questionnaire was self-administered by (241) marketing managers in packaging, paper, cardboard and office supplies organizations sector in Jordan. SPSS was employed to deal with collected primary data. Results of analysis indicated the achievement of study goals which confirmed that “There is a mediating effect of corporate social responsibility on the relationship between digital citizenship and consumer trust”. Regarding adopted sub-variable, results indicated that transparency was the most influential among all adopted sub-variables as it scored the highest Pearson correlation. Study recommended that advertisers are advised to focus on readable and commensurate disclosures in order to have their target listeners informed about the type of ad. Current study might be significant in terms of how digital citizenship and CSR affect consumer trust in the virtual world. Consequently, the research expanded the arena of knowledge where the CSR is seen as a filter perception between digital citizenship and the trust in consumers.

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Role of Digital Citizenship in Consumer Trust Through the Moderating Role of Corporate Social Responsibility in Digital Marketing

  • Tareq N. Hashem,
  • Mohammad Ali Al Qudah

摘要

Current study sought to explore the moderating influence of corporate social responsibility (CSR) on the relationship between digital citizenship (DC) (transparency, data privacy, authenticity, responsible advertising practices, engagement) and consumer trust (CT). Quantitative methodology was adopted, and a questionnaire was self-administered by (241) marketing managers in packaging, paper, cardboard and office supplies organizations sector in Jordan. SPSS was employed to deal with collected primary data. Results of analysis indicated the achievement of study goals which confirmed that “There is a mediating effect of corporate social responsibility on the relationship between digital citizenship and consumer trust”. Regarding adopted sub-variable, results indicated that transparency was the most influential among all adopted sub-variables as it scored the highest Pearson correlation. Study recommended that advertisers are advised to focus on readable and commensurate disclosures in order to have their target listeners informed about the type of ad. Current study might be significant in terms of how digital citizenship and CSR affect consumer trust in the virtual world. Consequently, the research expanded the arena of knowledge where the CSR is seen as a filter perception between digital citizenship and the trust in consumers.