This article provides an agenda for future research on brand communication in social media.
Based on an overview of the current state of research, a discussion of the theoretical and …

This paper reviews and analyzes the relevant literature concerning corporate social
responsibility (CSR). Different aspects are examined in terms of CSR and a firm's …

In this current study, we compared two contemporary CSR communication strategies
(engagement vs. responsiveness), along with communication channels, in achieving CSR …

In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …

As content marketing becomes a viable approach to build brands and connect with
consumers, this study assessed top brands' content marketing strategy on branded YouTube …

Purpose Over the past two decades, technology-facilitated communication between brand
and consumer has become common. One way in which technology can be used to build …

Social media allow companies to engage with their interest groups, thus enabling them to
solidify corporate social responsibility (CSR) policies. The concept of CSR is now well …

This study attempts to understand how green practices and green brand image affect trust,
affective commitment, and active participation in social network sites (SNS). Using social …

This study aims to empirically investigate the influence of a green brand story strategy on
perceived brand authenticity (PBA) and brand trust. The theory of narrative rhetoric is …

What do we know about CSR authenticity? A systematic review from 2007 to 2021 |
Emerald Insight Books and journals Case studies Expert Briefings Open Access Advanced …