Associations of Corporate Social Responsibility and Resource Access with Brand Trust in Online Consumer Communities

Abstract

The proliferation of digital communication platforms has fundamentally altered the mechanisms through which consumers interact with brands and evaluate their societal contributions. This study investigates the complex interplay between corporate social responsibility initiatives, resource access, and the formation of brand trust within the context of online consumer communities. While previous research has established a direct link between corporate social responsibility and consumer trust, the underlying processes facilitating this relationship in digital environments remain insufficiently explored. Drawing upon social capital theory and signaling theory, this research proposes a comprehensive framework where resource access acts as a pivotal mechanism translating corporate social responsibility perceptions into enduring brand trust. Through a large-scale empirical analysis of active participants in various online brand communities, this paper examines how distinct dimensions of corporate social responsibility enhance members' access to informational, emotional, and social resources. The findings indicate that perceived corporate social responsibility significantly strengthens community-based resource access, which in turn substantially elevates brand trust. Furthermore, the study identifies community engagement as a crucial boundary condition that modulates these effects. The insights derived from this investigation offer profound theoretical advancements for marketing literature and provide actionable strategies for brand managers seeking to cultivate resilient consumer trust in increasingly fragmented digital landscapes.