AI-induced corporate social responsibility (AICSR) and e-retailing: a game-changing strategy or a gimmick to attain customer loyalty

Purpose This study examines the direct and mediated effects of AI-induced corporate social responsibility (AICSR) initiatives on customer loyalty in e-retailing, grounded in an integrated theoretical framework of stakeholder theory and signaling theory. It clarifies whether AICSR fosters customer loyalty directly or indirectly via a series of intervening pathways. Design/methodology/approach We tested the framework using cross-sectional survey data collected from 234 active Chinese online retail consumers, and analyzed the dataset via partial least squares structural equation modeling (PLS-SEM) using SmartPLS 4. Findings Results reveal that AICSR exerts a significant positive direct effect on customer loyalty. Meanwhile, its influence is transmitted through six constructs – retailer service quality, customer satisfaction, electronic word-of-mouth (e-WOM), retailer image, retailer reputation and customer trust – through both individual mediation pathways and a sequential pathway involving all six mediators. These mediators exhibit significant positive relationships, highlighting their interconnected roles in explaining customer loyalty. Originality/value This study extends extant literature by unpacking the paradox of legitimate distinctiveness amid AICSR in the e-commerce industry. It demonstrates that the effectiveness of AICSR initiatives extends beyond their direct contribution to customer loyalty, revealing the interconnected mechanisms through which AI-induced CSR can generate broader customer value.