Effective corporate social responsibility tools in sustainable digital marketing

Abstract

The aim of the article. The study aims to systematise and comparatively evaluate the effectiveness of corporate social responsibility (CSR) instruments within the strategic framework of sustainable digital marketing. It seeks to conceptualise sustainable digital marketing by integrating environmental, social, and governance (ESG) criteria into digital communication channels, while empirically verifying the mediating roles of consumer trust and emotional engagement in generating brand loyalty and purchasing intentions. Analysis results. Methodologically, the research implements a mixed design, combining an online consumer survey (n = 160) with semi-structured qualitative interviews, structural equation modelling (SEM), and K-means cluster analysis. The empirical results demonstrate that personalized digital CSR content significantly outperforms traditional advertising channels. Personalized digital communications achieved the highest mean evaluation metrics for consumer trust (4.4 out of 5) and integration of emotional engagement (4.6 out of 5). Furthermore, a strong positive Pearson correlation coefficient was established between trust in digital CSR tools and purchase intentions (r = 0.73). In contrast, traditional formats like television and print CSR advertising exhibited lower trust values (2.5–2.8) and a weak behavioral association (r = 0.27–0.33). Structural equation modelling confirmed that consumer trust and emotional engagement act as critical full mediators linking digital CSR exposure to behavioral loyalty. Market segmentation identified three distinct consumer clusters, led by a dominant segment of "digital enthusiasts" (primarily aged 18–35) who display maximum responsiveness to interactive online CSR initiatives. Age-related cohorts reveal an inverse relationship between digital channel efficiency and respondent age, while gender analysis indicates a heightened emotional responsiveness among female consumers toward tailored digital data. Conclusions and directions for further research. The study concludes that contemporary corporate marketing must transition toward integrated communication models where personalized digital CSR instruments play a priority role. Defining sustainable digital marketing as an ethical, low-digital-footprint framework ensures long-term corporate viability. Future research should deepen the analytical assessment of long-term algorithm-driven CSR recommendations, address cross-country comparative studies, and model behavioral effects on actual purchasing decisions.