Effects of Consumer's Donation Motives on Corporate-Leading Social Donation Intention and the Moderating Effects of Corporate Familiarity on Social Media

Yi-xin, Gao; Park, Man‐Seok; SeongDo, Cho

doi:10.21191/jms.24.2.03

JMS

2016

DOI: 10.21191/jms.24.2.03

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Effects of Consumer's Donation Motives on Corporate-Leading Social Donation Intention and the Moderating Effects of Corporate Familiarity on Social Media

Gao Yi-xin¹,

Man‐Seok Park²,

Cho SeongDo³

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Effects of Consumer's Donation Motives on Corporate-Leading Social Donation Intention and the Moderating Effects of Corporate Familiarity on Social Media

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