The rapid digitalization in Indonesia has transformed consumer behavior, with Generation Z as the largest, most digitally active segment. Companies increasingly adopt Digital Social Responsibility (DSR) as a way to communicate their social responsibility through online platforms. While Corporate Social Responsibility (CSR) has been studied frequently, the digital form of CSR remains less explored, especially in service industries such as telecommunications. Therefore, this research will examine how DSR influences purchase intention within the mediating roles of consumer engagement and brand loyalty, while also testing the moderating effect of Gen Z’s attitude toward DSR. This study will be conducted for telecommunication users, and data analysis will be gathered by distributing questionnaires through social media platforms and will be analyzed using Partial Least Squares-based Structural Equation Modeling (PLS-SEM) method. This research will contribute to how DSR strengthens engagement, loyalty, and purchase intention, offering theoretical, empirical, practical, and managerial contributions for firms seeking to align digital responsibility.