From trust to engagement: CSR attributions, brand trust and gamification in virtual CSR

Purpose Virtual corporate social responsibility (VCSR) facilitates interactive CSR communication and implementation in response to digitalization and rising consumer CSR expectations. However, skepticism towards VCSR motives limits consumer engagement, highlighting the importance of trust mechanisms in driving consumer engagement. Design/methodology/approach Drawing on attribution theory and association network theory, a between-subjects online experiment (N = 303) tested three gamification feature conditions (i.e. immersion, achievement and social interaction) using structural equation modeling and multigroup comparisons. Findings The results show that trust in VCSR campaigns significantly enhances brand trust. Additionally, trust in VCSR campaigns can only indirectly affect consumer engagement in VCSR initiatives through intrinsic CSR attribution and brand trust. The moderating effect of gamification features was observed in the relationship between intrinsic CSR motives and consumer engagement. Originality/value This study contributes to the CSR and digital marketing literature by highlighting how gamification strategies can shape consumer trust and behavioral responses in VCSR campaigns, offering actionable guidance for firms seeking to foster engagement in digital environments.