The effect of resource expertise, message strategies, and type of social responsibility in social responsibility campaigns on brand trustworthiness, brand loyalty development, and purchase intention: A mixed-methods research

Today, consumers don't just focus on the price and quality of a product or service when purchasing a product or service; they also pay attention to what organizations do for society; they prefer brands that are sensitive to social issues. Therefore, social responsibility plays a crucial role in effectively promoting their products and services in their target markets and building a strong brand. Social responsibility campaigns implemented by organizations enhance the company's image in the eyes of consumers, fostering a sense of community and fostering positive relationships with the organization. As a result, a bond is formed between consumers and the brand. The purpose of the research is to examine the impact of source expertise, message strategy, and type of social responsibility in social responsibility campaigns on brand credibility, brand bond development, and purchase intention. Today, brands not only operate with socially conscious communication strategies but also express their goal of creating social value. In this context, the study also explored how social responsibility campaigns foster a bond, trust, and behavioral intentions in consumer perception. The research was structured in two stages using a mixed-methods design. While source expertise, message strategy, and social responsibility type alone do not impact brand credibility, brand bond development, or purchase intention, the combined effects of source expertise and message strategy, as well as source expertise and social responsibility type, are found.The research employed an exploratory sequential mixed methods design, a mixed methods design combining quantitative and qualitative methods. Thematic analysis of focus group interview data yielded five themes: responsibility, environmental awareness, trust, emotional commitment, and persuasion. The research highlights the importance of social responsibility communication in both practical and theoretical aspects of consumer and brand credibility, consumer and brand bonding, and consumer and purchase intentions. Keywords: social responsibility, brand bond, purchase intention