Hongxia Peng

Oct 9, 2024 | mdpi.com | Hongxia Peng |Qiang Zhang |Zhiqiang Zhang

1. IntroductionWith the advancement of new technology and the wide use of social media platforms, interactive marketing has become the new normal [1]. Corporate strategies involve more consumer engagement in the value co-creation process through social activities, including social events and cause marketing [2,3]. Conversely, companies also face the challenge of value destruction due to negative corporate social events that hurt a corporation’s reputation [4]. Dong et al.