Engaging customers through user-and company-generated content on CSR

Volume: 23, Issue: 3, Pages: 339 - 372
Published: Dec 2, 2019
Abstract
Purpose This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content. Design/methodology/approach The study uses a mixed-methods’ approach. First, a single-factor experiment using...
Paper Details
Title
Engaging customers through user-and company-generated content on CSR
Published Date
Dec 2, 2019
Volume
23
Issue
3
Pages
339 - 372
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