Abstract
Growing numbers of companies are developing CSR activities and communicating them to their consumers. However, CSR communication often triggers consumers’ skepticism, and finding ways to reduce consumers’ skepticism is therefore critical for companies wishing to reap the benefits of their CSR efforts. While prior research has investigated the role of content-specific and channel-specific factors in enhancing the credibility of CSR communication, the influence of the communication format has been overlooked.
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© 2017 Academy of Marketing Science
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Janssen, C., Swaen, V., Munten, P. (2017). Using Infomercials to Communicate About CSR: A Way to Enhance Credibility? An Abstract. In: Rossi, P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_54
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DOI: https://doi.org/10.1007/978-3-319-47331-4_54
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