Are We All in This Together? CSR as a Marketing Strategy in Times of COVID-19 Crisis

How can we help? This study is to propose how companies provide help through corporate social responsibility (CSR) marketing strategies in the time of COVID-19 crisis. More specifically, purpose this research explore relative effects three common types CSR initiatives (philanthropic donation, purchase-triggered and sponsorship-linked marketing) on consumer attitudes (CSR image identification) responses (e-WOM purchase intention) different stages pandemic. also proposes moderating related cause type (health human service), contribution (money in-kind donations), perceived severity effectiveness each initiative. In doing so, implies possible practical directions for determine their strategy as well fills gap, especially or environmental turbulences.