Investigating the Efficacy of Artification in the Context of Digital Marketing for Corporate Social Responsibility: Examining the Moderating Influence of Brand Authenticity

Abstract

This research examines the moderating influence of brand authenticity on the efficacy of artification in the context of digital marketing about corporate social responsibility (CSR). This study is grounded in the resource-based view (RBV) framework and Porter's general strategies. Based on the research results, it can be observed that both independent and moderating variables exert a significant impact on the effectiveness of artification in the context of digital marketing for corporate social responsibility (CSR). The study additionally finds demographic factors, such as age, gender, educational achievement, and work position, as influential in shaping managers' judgments. This study highlights the need to consider brand authenticity as a moderating variable in the use of artification in digital marketing for corporate social responsibility (CSR). The discovery made in this study adds to the existing body of knowledge regarding the effectiveness of corporate social responsibility (CSR) programs. Additionally, it provides valuable guidance for professionals in the digital marketing sector.