• Dr. Moulali salla

This study investigates the mediating role of Corporate Social Responsibility (CSR) in the relationship between social media campaigns, brand perception, and consumer trust. Using mediation analysis, the research examines how CSR initiatives, when communicated through social media platforms, influence consumers’ perceptions of brands and their resulting trust levels. The results reveal a partial mediation effect, indicating that CSR serves as a significant but not exclusive pathway linking brand perception and social media campaigns to consumer trust. Specifically, the total effect (0.235**), direct effect (0.183**), and indirect effect (0.052**) suggest that while social media campaigns and brand perception directly enhance consumer trust, CSR-related activities further strengthen this relationship. These findings highlight the strategic importance of integrating authentic CSR messaging into social media marketing to foster trust and enhance brand reputation. The study contributes to the growing body of literature on digital CSR communication by empirically demonstrating CSR’s mediating role in consumer-brand relationships within the social media context.

Corporate Social Responsibility (CSR), Social Media Campaigns, Brand Perception, Consumer Trust, Mediation Analysis

"The Influence of Corporate Social Responsibility (CSR) Communication: Exploring the Mediating Role of Corporate Social Responsibility Between Social Media Campaigns, Brand Perception, and Consumer Trust", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 10, page no.d336-d345, October-2025, Available :http://www.jetir.org/papers/JETIR2510346.pdf

"The Influence of Corporate Social Responsibility (CSR) Communication: Exploring the Mediating Role of Corporate Social Responsibility Between Social Media Campaigns, Brand Perception, and Consumer Trust", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 10, page no. ppd336-d345, October-2025, Available at : http://www.jetir.org/papers/JETIR2510346.pdf