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Driving positive engagement through purpose

Author

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  • Kline, Laura

Abstract

This paper addresses the rise of purpose-focused companies — those that develop strategies to deliver sustainable growth and drive positive social impact. It considers the environment in which purposeful business strategies have ascended — one of complexity, uncertainty and polarisation — as well as changing consumer demands and a willingness by corporate leaders to take a stand on essential issues. Lastly, the paper offers practical tips for marketers to engage more deeply with external audiences on purpose, whether approaching purpose for the first time or communicating about longstanding initiatives.

Suggested Citation

  • Kline, Laura, 2018. "Driving positive engagement through purpose," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 6(3), pages 241-248, October.
    • Handle: RePEc:aza:jdsmm0:y:2018:v:6:i:3:p:241-248
    as

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    More about this item

    Keywords

    purpose; sustainability; engagement; consumer activism; storytelling; CEO activism;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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