Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR

Given the challenges facing companies in communicating corporate social responsibility (CSR) initiatives amid the pandemic, this study focuses on the effects of CSR appeals in COVID-19 advertising. Using the Ordered Protection Motivation model and CSR literature as the foundation, this study examine...

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Detalles Bibliográficos
Autores principales: Xie, Quan, Wang, Tianjiao (Grace)
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier Inc. 2022
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9754694/
https://www.ncbi.nlm.nih.gov/pubmed/36540903
http://dx.doi.org/10.1016/j.jbusres.2022.04.073

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9754694/
https://www.ncbi.nlm.nih.gov/pubmed/36540903
http://dx.doi.org/10.1016/j.jbusres.2022.04.073

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