Influence of Digital CSR Messages on Gen Z Brand Engagement

Abstract

The growing significance of Corporate Social Responsibility (CSR) within the digital domain has influenced and brought about changes concerning the engagement approach being adopted by brands and socially conscious consumers, particularly Gen Z. Gen Z consumers, as online natives, scrutinize brands based on their ideologically driven values and commitments articulated on online platforms. The impact of online CSR messages toward Gen Z engagement with brands is explored in this research study specifically related to emotional engagement, trust, value concordance, and interactivity. This study on CSR messages and Gen Z engagement applies a qualitative research approach using help from eight semi structured interviews conducted on Gen Z students across different universities in Pakistan to examine and explore the personal constructs and perceptions related to Gen Z consumers about online CSR message interpretation and meanings derived through this study based on its dataset. The data collected through research has been explored using thematic data analysis to extract key dimensions and determining drivers related to Gen Z engagement as revealed through findings presented below. Emotional engagement was identified as an important mechanism by which CSR communication helps to humanize brands and create positive brand attitudes. Trust was indicated to vary from being dependent on consistency, credibility, and congruence between espoused values and brand performance. Also, interactive and richly visual CSR communication, including short video messages, voting universals, and campaigns led by influencers, was indicated to enhance cognitive, emotional and behavioral engagement among Gen Z. The symbolic CSR communication type was shown to create distrust and disengage Gen Z. The study makes an original contribution to both CSR communication and brand engagement literature by introducing a consumer and qualitative perspective on Gen Z response behaviors toward online CSR communication.