He, Yi; Gou, Qinglong; Liang, Liang; Huang, Zhimin; … - In: Applications of management science, (pp. 89-107). 2012
In today's world, all firms’ corporate social responsibility (CSR) actions are coming under increasing public scrutiny. This is especially true for large companies whose decisions can and do have impact on society. Public service advertisements (PSAs), a mass-media approach, are advertisements...