Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media?

Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media?

Purpose – The purpose of this paper is to investigate how to optimise corporate social responsibility (CSR) when communicating via social media. In particular, the communication type, cause proximity and CSR motives are addressed facing the increased demand for transparency and the grown consumers&#...

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Bibliographic Details
Main Authors: Svetlana Bialkova, Stephanie Te Paske
Format: Article
Language:English
Published: Emerald Publishing 2021-02-01
Series:European Journal of Management and Business Economics
Subjects:
Corporate social responsibility
Cause proximity
Attitudes
Purchase intention
e-WOM
Credibility
Online Access:https://www.emerald.com/insight/content/doi/10.1108/EJMBE-08-2020-0244/full/pdf

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https://www.emerald.com/insight/content/doi/10.1108/EJMBE-08-2020-0244/full/pdf

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