The Influence of Benefit Appeals in CSR Communication on Consumers' Willingness to Co-creation

Authors

Xiaoping Liu, College of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, 404100, ChinaFollow
Yingqian Liang, College of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, 404100, China
Shiyu Wang, College of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, 404100, China

Recommended Citation

Liu, Xiaoping; Liang, Yingqian; and Wang, Shiyu, "The Influence of Benefit Appeals in CSR Communication on Consumers' Willingness to Co-creation" (2023). WHICEB 2023 Proceedings. 49.
https://aisel.aisnet.org/whiceb2023/49