The Influence of Digital Social Responsibility via Social Media on Online Word of Mouth and Purchase Intent: A Case of Startups in the Cambodian Context

Abstract

Social responsibility is one of the most essential strategic requirements for organizations around the world. Firms have changed social responsibility programs into digital platforms - digital social responsibility (DISR). The goal of this study is to determine how DISR influences online word of mouth (ONWM) and purchase intent (PUIN) in a social media scenario among Cambodian startup bossiness. An online survey was used to obtain data from 150 students from higher education institutions in Cambodia. In this work, structural equation modeling (SEM) was used to assess and evaluate the hypotheses offered. The results demonstrated that perceived DISR has a significant influence on consumers’ perceptions (CUPE) and ONWM. According to the mediation analysis, CUPE partially mediated the link between DISR and online ONWM and completely mediated the association between DISR and PUIN. Despite the fact that few previous studies have investigated the impact of DISR on online ONWM and PUIN, these results confirm its influence on CUPE and ONWM. This empirical study can help managers understand the impact of DISR on consumer perceptions and online ONWM via social media. This study is a first attempt in Cambodia to examine the applicability of DISR activities in a social media context on CUPE and behavior. The results should also encourage firms to engage in DISR initiatives in order to increase favorable consumer views and spread positive word of mouth about their operations.

Keywords: Digital Social Responsibility, Social Media, Online Word of Mouth, Purchase Intent, Startup, Cambodia

DOI: 10.7176/EJBM/18-3-02

Publication date: March 28^th 2026