Gain vs loss framing of CSR initiatives: gaining consumer trust online

Abstract

Corporate social responsibility (CSR) has become a staple in the modern business model. Firms must engage with social or environmental initiatives to market themselves as reliable and sustainable. In the article by Cordero-Gutierrez et al., the authors examine how the framing of CSR messages, either through gain or loss framing, significantly impacts that firm's brand engagement success. As platforms increasingly move their marketing primarily onto digital media, it is essential to understand how message framing online will directly affect brand engagement.