When brands show a human side, hearts open a wide! Enhancing prosocial behavior through anthropomorphized brand messaging in cause related marketing
This paper discusses the influence mechanism of prosocial behavior through anthropomorphized brand messaging in cause related marketing among young adults, based on heuristic systematic model, the study assesses how different modes of information processing shapes consumers’ prosocial behavior, with...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2024-12-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2024.1495247/full |
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