Make me happy, make it credible : the effect of CSR message framing on online brand engagement

Rebeca Cordero-Gutiérrez, Ahmad Aljarah, Manuela López and Eva Lahuerta-Otero

Year of publication:	2024
Authors:	Cordero-Gutiérrez, Rebeca ; Aljarah, Ahmad ; López, Manuela ; Lahuerta-Otero, Eva
Subject:	CSR communications \| Evoked happiness \| Message credibilitiy \| Message framing \| Online brand engagement \| Corporate Social Responsibility \| Corporate social responsibility \| Werbewirkung \| Advertising effects \| Online-Marketing \| Internet marketing \| Konsumentenverhalten \| Consumer behaviour \| Öffentlichkeitsarbeit \| Public relations \| Zufriedenheit \| Satisfaction \| Markenimage \| Brand image \| Experiment \| Social Web \| Social web \| Prospect Theory \| Prospect theory \| Markenführung \| Brand management \| Marketingmanagement \| Marketing management \| Firmenimage \| Corporate reputation \| Online-Handel \| Online retailing \| Virales Marketing \| Viral marketing

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Type of publication:	Article
Type of publication (narrower categories):	Aufsatz in Zeitschrift ; Article in journal
Language:	English
Other identifiers:	10.1108/MD-01-2023-0049 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

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