Park, Hyojung; Kim, Soo-Yeon - In: Corporate Communications: An International Journal 27 (2021) 2, pp. 346-367
Purpose: This study conceptualizes participatory corporate social responsibility (CSR) as a consumer empowerment strategy and examines the effect of participatory CSR on consumer responses in a social media setting. Design/methodology/approach: This study uses a 2 (type of CSR campaign) × 4...