TY  - JOUR 
AU  - Cordero Gutiérrez, Rebeca
AU  - Aljarah, Ahmad
AU  - López Pérez, Manuela
AU  - Lahuerta Otero, Eva
PY  - 2023
SN  - 0025-1747
UR  - http://hdl.handle.net/10366/168772
AB  - [EN]Purpose: The objective of this study is to investigate the differential impact of gain versus loss message framing on the effectiveness of corporate social responsibility (CSR) communications in eliciting online brand engagement within the...
LA  - eng
PB  - Emerald
KW  - Message framing
KW  - CSR communications
KW  - Evoked happiness
KW  - Message credibilitiy
KW  - Online brand engagement
TI  - Make me happy, make it credible – the effect of CSR message framing on online brand engagement
DO  - 10.1108/MD-01-2023-0049
T2  - Management Decision
VL  - 62
M2  - 532
ER  -