Alan Chin-Chien Yang

The Effect of Promotional Format, Message Framing, and Psychological Distance on Perception and Engagement of Cause-related Marketing

Yuan-Shuh Lii, May-Ching Ding & Alan Chin-Chien Yang · Asian Journal of Economics, Business and Accounting · 2022

Aims: This research provides a unique lens by offering a more comprehensive consideration of cause-related marketing (CRM) campaign effectiveness. Specifically, we propose that the relative effectiveness of contribution type (monetary vs. in-kind) may hinge upon message framing (...

Open access Research Article 10.9734/ajeba/2022/v22i2230724

CSR Engagement and Identification with the Moderating Effect of Social Capital and Construal Level

Yuan-Shuh Lii, May-Ching Ding & Alan Chin-Chien Yang · Journal of Economics, Management and Trade · 2022

Aims: Previous research has primarily focused on companies’ overall use of Facebook and message strategies on CSR-dedicated Facebook pages. The current research is developed to fill this gap in the literature. Specifically, we propose how the quantity of Facebook use (number of F...

Open access Research Article 10.9734/jemt/2022/v28i930440