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Keywords: Positive word of mouth
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Journal Articles
The impact of strategic CSR marketing communications on customer engagement
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2018) 36 (7): 764–777.
Published: 26 July 2018
...Rojanasak Chomvilailuk; Ken Butcher Purpose The purpose of this paper is to determine the effectiveness of strategic corporate social responsibility (CSR) initiatives that seek to enhance customer engagement, through different forms of positive word of mouth. Design/methodology/approach...
