Investigation of digital social responsibility in enhancing the brand equity of bank: An analytical study of the opinions of a sample of customers of Al-Rasheed and Al-Rafidain Banks

Abstract

The main objective of the current study is to investigate the role of digital social responsibility in enhancing brand equity in the banking sector. The study was applied in Rafidain and Rasheed Banks. A total of 250 respondents from the bank's customers who adopted digital financial transactions participated in the study. Structural equation modelling (SEM) was used to test the empirical data derived from surveys with the proposed hypotheses. The results showed that digital social responsibility (DSR) initiatives have significant and positive effects on brand equity (BE). The study is one of the unique attempts to provide valuable insights into studying the impact of digital social responsibility on brand equity. The study provides a better understanding of the role of digital social responsibility in customer attitudes and brand equity in the digital space. Therefore, the study showed that banking institutions should realize that implementing digital social responsibility helps them achieve benefits in enhancing brand equity and attitudes.