KOREASCHOLAR

“SHOWING ONLY TEXT IS NOT ENOUGH” – HOW MEDIA RICHNESS AFFECTS THE EFFECTIVENESS OF CSR ADVERTISEMENTS IN FASHION

Dae Ryun Chang, Ye Hyeon Kwon, Qurie Kim, Kun Shin Im
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/410207
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Global Fashion Management Conference
2021 Global Fashion Management Conference at Seoul (2021.11)
pp.83-86
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
corporate social responsibilitycause-related MarketingCSR communicationfashion advertisingmedia richness theory
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ABSTRACT
REFERENCE
Author
  • Dae Ryun Chang(Yonsei University)
  • Ye Hyeon Kwon(Yonsei University)
  • Qurie Kim(Ulsan National Institute of Science and Technology)
  • Kun Shin Im(Yonsei University)