The Impact of Corporate Social Responsibility Decisions on Brand Value

Corporate social responsibility (CSR) has become a strategic element in the digital economy, especially for platform enterprises where brand value depends heavily on public trust. Most existing studies, however, focus on manufacturing or consumer goods, leaving limited evidence for platforms such as Alibaba. To address this gap, the study employs three methods: a partial least squares structural equation model to test mediation through brand strength, a threshold regression model to examine how governance conditions shape CSR effectiveness, and a difference-in-differences design to capture the impact of major CSR events. Data are drawn from brand finance; Interbrand; CSMAR; Alibaba's environmental, social, and governance (ESG) reports; and CSI-ESG ratings. Results indicate that about 45% of CSR's total effect on brand value is mediated through brand strength. Threshold patterns also appear: smaller boards amplify CSR's influence, and concentrated ownership strengthens its alignment with long-term reputation.