Is native advertising effective for corporate social responsibility messaging? How advertising recognition affects consumer responses to proactive versus reactive CSR

This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).
Wu and Overton

MANAGEMENT SLANT

  • When consumers realize the paid nature of native corporate social responsibility (CSR) advertising, their responses to the advertisements do not differ by CSR motivation—genuinely doing good versus repairing a

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