Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR
(2019)
Journal Article
Dunn, K., & Harness, D. (2019). Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR. Journal of marketing management, 35(9-10), 886-915. https://doi.org/10.1080/0267257X.2019.1605401
© 2019, © 2019 Westburn Publishers Ltd. Social media is increasingly used to communicate corporate social responsibility (CSR). Stakeholders respond to CSR messages with user-generated content (UGC), signalling approval or disapproval, potentially sh... Read More about Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR.