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Keywords: CSR message avoidance
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (8): 1644–1659.
Published: 23 April 2025
... message engagement and more CSR message avoidance compared to perpetual CSR messages (Instagram posts). Additionally, these relationships are mediated by customer cognitive load. Moreover, brand familiarity negatively moderates the relationship between the ephemerality effect of CSR messages and CSR...
