Examining Consumer Purchase Intentions in China Through Entrepreneurial Endorsement and Corporate Social Responsibility Marketing: A Stakeholder Theory Perspective

Juan Du and Fei Huang
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Juan Du: Editorial Department of Qilu Realm of Arts, Shandong University of Arts, Ji Nan, China & Seoul School of Integrated Sciences and Technologies, Seoul, Korea
Fei Huang: The Seoul School of Integrated Sciences and Technologies, South Korea

International Journal of Asian Business and Information Management (IJABIM), 2024, vol. 15, issue 1, 1-20

Abstract: This article explores the synergistic relationship between corporate social responsibility initiatives and marketing strategies within enterprises, highlighting their innovative development. Grounded in stakeholder theory, the study investigates how corporate social responsibility marketing influences consumer purchase intentions. It classifies corporate social responsibility marketing activities into three dimensions: (1) social welfare, (2) environmental protection, and (3) consumer rights advocacy. The research confirms the moderating influence of entrepreneurial endorsement on the relationship between corporate social responsibility marketing and consumer perception. Furthermore, it identifies consumer perception as a mediating factor between corporate social responsibility marketing efforts and consumer purchase intentions. This study contributes to the expansion of marketing research by addressing theoretical, practical, and methodological aspects of the impact of corporate social responsibility marketing on consumer behavior.

Date: 2024
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