The Impact of Digital Social Responsibility on Preference and Purchase Intentions: The Implication for Open Innovation

By • on January 12, 2021

The MDPI website posted a study which investigated the impact of Digital Social Responsibility (DSR) on brand preference and consumers’ purchase intention comparing between high and low involvement product categories. Previous studies revealed that successes of businesses rely on the extent to which firms attempt to move towards open innovation and firms’ sustainability can be enhanced through social open innovation implications . By adopting DSR approaches which can be realized as one of modern social open innovation strategies will enhance businesses’ competitive advantages and achieve their sustainability. This study’s results show that DSR significantly influences brand preference and consumer’s purchase intention. The effect of DSR on brand preference is stronger in low involvement product groups than in high involvement product groups.

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