The Role of Anthropomorphic Messengers in Sustainable Participatory Corporate Social Responsibility: Focusing on Messenger’s Facial Expression and Participation Effort

The Role of Anthropomorphic Messengers in Sustainable Participatory Corporate Social Responsibility: Focusing on Messenger’s Facial Expression and Participation Effort

This study examines the role of participation effort, focusing on the effect of anthropomorphic messengers’ facial expression on consumers’ perception in the context of corporate social responsibility (CSR). CSR activities requiring consumer participation can elicit their positive responses. Althoug...

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Bibliographic Details
Main Authors: Yunjeong Ahn, Jieun Lee
Format: Article
Language:English
Published: MDPI AG 2021-04-01
Series:Sustainability
Subjects:
corporate social responsibility (CSR)
consumer participatory CSR
participation effort
anthropomorphic messenger expression
victim
marketing agent
Online Access:https://www.mdpi.com/2071-1050/13/8/4365

Internet

https://www.mdpi.com/2071-1050/13/8/4365

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