Sun Young Lee
University of Maryland, College Park
2 Papers
Sun Young Lee is an academic researcher from University of Maryland, College Park. The author has contributed to research in topics: Corporate social responsibility & Interactivity. The author has an hindex of 2, co-authored 2 publications.
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Papers
Engaging consumers with corporate social responsibility campaigns: The roles of interactivity, psychological empowerment, and identification
TL;DR: In this paper, the authors explored the mechanisms through which corporate social responsibility campaigns that solicit consumer participation benefit companies more than do non-participatory campaigns and found that consumers who were asked to actively participate in CSR campaigns were more likely to consider the company's motives public-serving rather than self-serving, evaluated the company more favorably, and had higher purchase intentions regarding the company products.
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The co-creation of social value: what matters for public participation in corporate social responsibility campaigns
TL;DR: The authors explored the impact of organization-public relationships (OPRs) and issue-related situational factors on publics' intention to participate in CSR campaigns, based on relationship managem...
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