Using message framing and the endorser to communicate corporate social advocacy (2023)
Duli Shi, Feifei Chen, Sangwon Lee
This study uses a social identity approach to explore the use of message framing and the endorser to communicate corporate social advocacy.
- Research Journal Institute for Public Relations: Endorser Effectiveness in Corporate Social Advocacy: Comparing Celebrity Versus Employee Endorsers Across Social Groups
- Blog Post Page Center Blog: How to strategically frame advocacy in a polarized landscape
- Blog Post Page Center Blog: Digital analytics and prosocial communication research grants announced