Digital Corporate Social Responsibility (CSR) communication
could effectively influence stakeholders’ decisions. Purpose: This study explores
how the expectations of millennials as brand evangelists towards digital CSR
communication contribute to purchasing behavior. Methods: Using a qualitative
approach, this study examines Indonesian millennials’ perceptions and attitudes
toward CSR activities communicated by Indonesian unicorn companies on
Instagram. The data were collected through interviews with 15 Indonesian
millennials who actively use Instagram and follow the official account(s) of at least
one Indonesian unicorn company. Results: The findings reveal that millennials
share positive experiences and support CSR initiatives through Instagram, with
communication conveyed transparently and effectively. This demographic’s
digital savviness improves expectations for CSR initiatives, which, in turn,
influence consumption choices through partnerships with Micro, Small, and
Medium Enterprises (MSMEs) and through content that promotes their business
sustainability. Conclusion: Indonesian unicorn companies adopt strategic digital
CSR communications to meet the heightened expectations of Indonesian
millennial consumers, who serve as brand evangelists, supporting, inspiring, and
recommending their products. Implications: By aligning CSR initiatives with
their brand and sharing them through digital channels, Indonesian unicorn
companies can build consumer awareness, trust, engagement, and loyalty,
ultimately promoting positive consumption decisions through rational and ethical
actions that contribute to societal progress.