Investigating the Efficacy of Artification in the Context of Digital Marketing for Corporate Social Responsibility: Examining the Moderating Influence of Brand Authenticity
Zahid Hussain,
Norizan Mat Saad
Abstract:This research examines the moderating influence of brand authenticity on the efficacy of artification in the context of digital marketing about corporate social responsibility (CSR). This study is grounded in the resource-based view (RBV) framework and Porter's general strategies. Based on the research results, it can be observed that both independent and moderating variables exert a significant impact on the effectiveness of artification in the context of digital marketing for corporate social responsibility … Show more
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