@article{ART003201775},
author={Dong-ki La and Young Wook Seo},
title={Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude},
journal={Industry Promotion Research},
issn={2466-1139},
year={2025},
volume={10},
number={2},
pages={1-15},
doi={10.21186/IPR.2025.10.2.001}
TY - JOUR
AU - Dong-ki La
AU - Young Wook Seo
TI - Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude
JO - Industry Promotion Research
PY - 2025
VL - 10
IS - 2
PB - Industrial Promotion Institute
SP - 1
EP - 15
SN - 2466-1139
AB - This study verified the influence of corporate ESG activities and digital transformation on consumers' intention to recommend, using corporate image, corporate trust, and brand attitude as mediating factors. The survey subjects were domestic consumers who were aware of corporate ESG activities and digital transformation. A total of 300 questionnaires were conducted for 7 days from September 7 to September 13, 2023, and the collected data were analyzed using Smart PLS 4.0. The results of the analysis showed that, first, ESG activities had a significant effect on corporate image, and digital transformation had a significant effect on corporate trust and brand attitude. Second, corporate image according to corporate ESG activities had a significant effect on recommendation intention, and corporate trust and brand attitude according to digital transformation also had a significant effect on recommendation intention. ESG activities, corporate trust according to digital transformation, and brand attitude were confirmed to have a mediating effect on customer recommendation intention. The results of this study confirmed that corporate ESG activities and digital transformation can play a major role in customers' selection of companies and brands. This provides implications that confirm that a company's ESG activities and stable digital transformation in the future will be very important factors in customer loyalty.
KW - ESG activities;digital transformation;corporate image;corporate trust;brand attitude;recommendation intention
DO - 10.21186/IPR.2025.10.2.001
ER -
Dong-ki La and Young Wook Seo. (2025). Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude. Industry Promotion Research, 10(2), 1-15.
Dong-ki La and Young Wook Seo. 2025, "Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude", Industry Promotion Research, vol.10, no.2 pp.1-15. Available from: doi:10.21186/IPR.2025.10.2.001
Dong-ki La, Young Wook Seo "Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude" Industry Promotion Research 10.2 pp.1-15 (2025) : 1.
Dong-ki La, Young Wook Seo. Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude. 2025; 10(2), 1-15. Available from: doi:10.21186/IPR.2025.10.2.001
Dong-ki La and Young Wook Seo. "Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude" Industry Promotion Research 10, no.2 (2025) : 1-15.doi: 10.21186/IPR.2025.10.2.001
Dong-ki La; Young Wook Seo. Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude. Industry Promotion Research, 10(2), 1-15. doi: 10.21186/IPR.2025.10.2.001
Dong-ki La; Young Wook Seo. Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude. Industry Promotion Research. 2025; 10(2) 1-15. doi: 10.21186/IPR.2025.10.2.001
Dong-ki La, Young Wook Seo. Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude. 2025; 10(2), 1-15. Available from: doi:10.21186/IPR.2025.10.2.001
Dong-ki La and Young Wook Seo. "Study on the Impact of Corporate ESG Activities and Digital Transformation on Consumer Recommendation Intention: Mediating Effects of Corporate Image, Corporate Trust, and Brand Attitude" Industry Promotion Research 10, no.2 (2025) : 1-15.doi: 10.21186/IPR.2025.10.2.001
