Corporate Social Responsibility (CSR) program has become one of the primary concerns of companies worldwide. For many companies, treating the environment and the community well is important to business practice and reputation, and this is reflected in their CSR programs. CSR is a company's obligation to consider the interests of its employees, customers, shareholders, communities, and the environment and to consider the social and environmental consequences of their business activities. CSR plays an important role in relationship building with customers. Thus, the main purpose of this study is to analyze the relationship between customer perception of CSR and customer trust. The model of this study considers two mediating variables, i.e., company reputation and word of mouth to link CSR to customer trust. This study employs a causal survey design. The respondents were 160 consumers who have purchased products and knew about CSR programs of a global food company. Data analysis was using structural equation modeling (SEM) to test the hypotheses. The results of this study revealed that CSR negatively impacts customer trust. Furthermore, CSR positively impacts corporate reputation and word of mouth. Besides, this study found corporate reputation positively impacts word of mouth and customer trust. While the mediating effect of reputation and word of mouth also positively impacts the relationship between CSR and consumer trust. A good reputation and word of mouth could be connecting buyers and enhances the power of suppliers.

Research Background – Environment concern and environmental attitude on purchase intention towards green products chosen Ades Mineral Water as an object research. Research Problem – The paper aims to analyze The Influence of Environmental Concern and Environmental Attitude on Purchase Intention towards Green Products: A Case Study of Students college in Universitas Muhammadiyah Yogyakarta. Literature Review – Green purchase intention could be safe environment, the customers would have been environment concern and environmental attitude. Data and Methodology – The sampling method used in this study is random sampling with total 150 respondents who are consumers from Universitas Muhammadiyah Yogyakarta students, the data was collected by using questionnaire and was analyzed using SPSS 22 with research method used is descriptive survey method and the method of explanatory survey. Conclusions – The concept of Environment Concern on environmental Attitude is one of the most significant variable to directly impact purchase intention and green product.

This research focuses on integrating digital platforms in small and medium-sized enterprises (SMEs), emphasizing the importance of efficient stakeholder communication for their success. Additional scholarly investigation is required to examine the correlation between SME success and social media adoption, with a focus on emerging countries. This study examines how technology-organizational-environmental (TOE) factors affect digital social communication and SME success in developing nations. Through employing the TOE framework, this study attempts to explain the determinants of social media adoption and its subsequent effect on the performance of SMEs. Data will be gathered through the utilization of a well-organized questionnaire disseminated online to a randomly selected group of participants from SMEs in Indonesia. Partial-leastsquares- structural-equation-modeling will be employed to conduct the route analysis, with the involvement of SME owners, executives, and managers. Furthermore, the study will evaluate how social media influences the connection between TOE qualities and SME performance. The findings will demonstrate a clear and favorable correlation between the TOE components, and the interaction between SME performance and social media adoption. This research will enhance the existing body of knowledge in this domain by offering valuable insights for professionals and scholars interested in the use of social media in SMEs. Keywords: digital social communication, SME, TOE

Nowadays, corporate social responsibility (CSR) is essential for each consumer goods company. The company needs to improve environmental concerns to the society and enhance the corporate reputation. CSR is a crucial program to the interests of its customers, shareholders, and the ecological consequences of the business activities. CSR can play an essential role in relationships, enhancing customers' trust. This study analyzes customer perception of CSR and trust. The conceptual framework in this study has two mediating variables, including corporate reputation and word of mouth on CSR on customer trust. A causal survey design and by using quantitative method. The respondents were 160 consumers who knew the CSR programs of a consumer goods company. Then, data analysis used structural equation modeling to test the hypotheses. CSR negatively affects customer trust. Then, CSR positively influences corporate reputation and word of mouth. Moreover, this research found that reputation has a positive impact on word of mouth and trust. On behalf, the mediating effect of importance and word of mouth also positively impacts CSR and consumer trust. Thus, reputation and word of mouth could enhance suppliers' power and connect buyers.

Objective: The purpose of this article is to investigate brand advocacy reviews and conduct a systematic analysis utilizing bibliometric analysis to investigate the evolving research in the marketing sector, specifically consumer behavior.   Method: Based on a bibliometric examination of 736 research publications from the Scopus data-based index from 2010 to 2023, this study employed citation, co-citation, and co-occurrence of authors' keyword analysis.   Results and conclusion: This current study elucidates the development of brand advocacy research during the past decade. The research on brand loyalty for service marketing among young clients reveals three areas of particular significance. In addition to studies on brand advocacy and the potential future direction of this research subject, no other topics are covered.   Implications of the research: This study is limited by its reliance on a single database and its inability to provide contextual information regarding the citation structure of the publications discovered throughout the review process.   Originality/value: This study aims to identify the philosophical framework of brand advocacy literature and to trace the sector's historical development.

Purpose: In the face of competition, hospitals must attract and retain the best talent, such as millennial doctors. This study seeks to assess the dimensions of employer branding that influence recruiting and retaining millennial doctors. Theoretical Framework: This study is grounded in the theoretical concepts of employer branding and generational work values. It specifically examines the influence of employer branding on job choice and retention among millennials, integrating theories from marketing, human resource management, and generational studies. Design/Methodology/Approach: The research adopts a quantitative methodology, surveying 265 millennial-generation doctors across several hospitals in Bandung, Indonesia. Data were collected through structured questionnaires focusing on various dimensions of value-based employer branding. Statistical analysis was used to evaluate the data and draw conclusions. Findings: The research found that Indonesian hospitals are generally perceived as having good value-based employer branding. Key dimensions that emerged as most critical for attracting and retaining millennial doctors include social, development, and application values. These findings suggest a distinct set of priorities and preferences among millennial medical professionals. Research, Practical & Social Implications: The study's results have implications for hospital management and policymakers. It highlights the importance of aligning employer branding strategies with the values and expectations of millennial doctors. Practically, it guides hospital leadership in policy formulation and establishing work practices that resonate with this demographic, potentially improving recruitment and retention rates. Originality/Value: This research contributes to the existing literature on employer branding and generational work values, specifically within the healthcare sector in Indonesia. Its novel focus on millennial doctors in Bandung hospitals provides fresh insights, enhancing an understanding of how digital media and value-based branding can be leveraged in human resource strategies.