Enhancing Consumer Trust in Corporate-NGO Partnerships

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This lecture will explore communication strategies within CSR-NGO partnerships, emphasizing the purpose and importance of this study. Delving into the background, it will contrast public-serving versus firm-serving motives and assess CSR fit and framing techniques. The study uses an online experiment with 298 participants to uncover insights moderated by skepticism and trust. We'll discuss effective communication strategies, their impact on consumer eWOM intentions, and their significance for...