Corporate social responsibility and its Influence on the reputation of digital brands

Abstract

Good reputation management drives commitment, financing and organizational resilience, differentiating companies and cushioning crises with transparency. Its objective is to analyze the impact of CSR initiatives on the positioning of digital brands, with a particular focus on young university students in Quito. The research employed a mixed approach, combining surveys of 88 students and qualitative analysis, which allowed for a broad and detailed understanding of their perceptions. The results revealed that consumers positively value brands with authentic and sustainable CSR policies, highlighting transparency as key to a favorable perception. CSR initiatives focused on community and environmental causes enhance brand reputation, while lack of commitment can damage brand image. Based on these findings, it is concluded that the integration of CSR practices is essential to strengthen the relationship with consumers and consolidate a positive image in the digital marketplace.

Keywords: Marketing, Social media, Technological innovation, Sustainable development, Environmental impact.