How social media's cause-related marketing activity enhances consumer citizenship behavior : the mediating role of community identification
Nianqi Deng and Xinyu Jiang and Xiaojun Fan
| Year of publication: |
2023
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|---|---|
| Authors: | Deng, Nianqi ; Jiang, Xinyu ; Fan, Xiaojun |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 17.2023, 1, p. 38-60
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| Subject: | Community identification | Consumer citizenship behavior | Perceived fit | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Arbeitsverhalten | Work behaviour | Cause-Related Marketing | Cause-related marketing | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-01-2020-0014 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013536279