Investigating the Influence of Interactivity and Involvement Strategies in CSR Communication on Social Media Users’ Trust, Identification, and Behavioral Intentions: Evidence from China's Automotive Industry

He Dong; Sing Bik Cindy Ngai; Rui Jiang

Investigating the Influence of Interactivity and Involvement Strategies in CSR Communication on Social Media Users’ Trust, Identification, and Behavioral Intentions: Evidence from China's Automotive Industry

Research output: Unpublished conference presentation (presented paper, abstract, poster) › Conference presentation (not published in journal/proceeding/book) › Academic research › peer-review

Original language	English
Publication status	Not published / presented only - 25 Sept 2025
Event	26th Annual EUPRERA Congress - Lund, Sweden Duration: 24 Sept 2025 → 27 Sept 2025

Congress

Congress	26th Annual EUPRERA Congress
Country/Territory	Sweden
City	Lund
Period	24/09/25 → 27/09/25

Cite this

@conference{4e22591b14784ac094b54ba859d2764b,

title = "Investigating the Influence of Interactivity and Involvement Strategies in CSR Communication on Social Media Users{\textquoteright} Trust, Identification, and Behavioral Intentions: Evidence from China's Automotive Industry",

author = "He Dong and Ngai, \{Sing Bik Cindy\} and Rui Jiang",

year = "2025",

month = sep,

day = "25",

language = "English",

note = "26th Annual EUPRERA Congress ; Conference date: 24-09-2025 Through 27-09-2025",

}

Investigating the Influence of Interactivity and Involvement Strategies in CSR Communication on Social Media Users’ Trust, Identification, and Behavioral Intentions: Evidence from China's Automotive Industry. / Dong, He ; Ngai, Sing Bik Cindy; Jiang, Rui.
2025. Paper presented at 26th Annual EUPRERA Congress, Lund, Sweden.

Research output: Unpublished conference presentation (presented paper, abstract, poster) › Conference presentation (not published in journal/proceeding/book) › Academic research › peer-review

TY - CONF

T1 - Investigating the Influence of Interactivity and Involvement Strategies in CSR Communication on Social Media Users’ Trust, Identification, and Behavioral Intentions: Evidence from China's Automotive Industry

AU - Dong, He

AU - Ngai, Sing Bik Cindy

AU - Jiang, Rui

PY - 2025/9/25

Y1 - 2025/9/25

M3 - Conference presentation (not published in journal/proceeding/book)

T2 - 26th Annual EUPRERA Congress

Y2 - 24 September 2025 through 27 September 2025

ER -