تحليل تأثير مسئوليت ديجيتال شركتي و بازاريابي كارآفرينانه بر خلق مشترك ارزش و تاب آوري برند با نقش ميانجي آسيب پذيري مصرف كننده (مطالعه موردي: مشتريان بانك تجارت استان اصفهان)

This research examines how companies can enhance their ability to co-create value by leveraging digital technologies and entrepreneurial marketing strategies while increasing their resilience to crises and challenging conditions. Given that the digital space is accompanied by numerous threats that can undermine companiesʹ credibility and hinder their growth, the concept of corporate digital responsibility has emerged as an innovative approach alongside entrepreneurial marketing. This concept helps companies move away from traditional models and adopt modern strategies. Meanwhile, consumer vulnerability, as a psychological factor, can influence the relationships between the research variables and alter the way consumers interact with brands. For this research, a non-random convenience sampling method was used, and at least 200 customers of Bank Tejarat in Isfahan Province, who had experience using digital media and online services, were selected as the statistical sample. The data collection tool was a questionnaire based on a five-point Likert scale, whose validity was assessed using face validity and reliability was eva‎luated using Cronbach’s alpha. To test the hypotheses, inferential multivariate statistical methods, particularly structural equation modeling, were employed, and the data were analyzed using Smart PLS 3 software. The results of this research showed that corporate digital responsibility and entrepreneurial marketing play a significant role in enhancing brand resilience and co-creation of value. Additionally, it was found that entrepreneurial companies, by identifying the latent needs of customers and leveraging their creativity, can not only create a sense of value for customers but also strengthen their purchase intention. This research aimed to provide strategies to ensure that, even in times of crisis, consumers maintain a positive perception of brands and regain lost trust, thereby preventing negative behaviors and a decline in purchase intention.

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