Social capital in digital transformation: from stakeholder engagement to purchase intention through cognitive trust and enjoyment under digital multisensory cues

Abstract

Stakeholder engagement is seen as an essential component for businesses to establish and maintain ties with the people and groups who are most important to them such as customers. In the same way, social capital, which refers to both the resources and connections that are embedded within a social network, has been seen as an important asset for the purpose of enhancing the performance of an organization. The goal of this study was to investigate the role of Stakeholder Engagement (SH) & Social Capital on purchase intention, as well as the role that cognitive factors (CF) play as mediators in this relationship. The individuals of Millennials & Gen Z served as the specific context for this study. Students in the universities & individuals from offices and families were asked to fill out a questionnaire to collect the necessary data. Nonprobability convenient sampling is the method that was utilized for the data collection process. SPSS and Smart PLS were used to perform a correlation analysis & SEM on the collected data. The expected findings of the study demonstrated the role of Stakeholder Engagement (SH) & Social Capital on purchase intention. The organizations should be aware of the significance of the cognitive factors which also can contribute to improving the overall performance by increasing purchases.