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...

Purpose: This study aims to explore consumers' perceptions of stealing thunder and to investigate significant factors for maximizing its effect. Design/methodology/approach: This study used a mixed-methods approach. First, qualitative responses from 286 Korean participants were collected and...