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The roles of cause involvement and cause acts in a social marketing campaign

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  • Juran Kim

Abstract

Social marketing has received considerable attention of late, and has expanded to include a marketing strategy with a social dimension. The purpose of this study is to analyze the critical role of cause involvement and the effects of cause acts, cause fit, and cause orientations on consumers' attitude, purchase intention, and participation intention. In particular, social marketing campaign strategies demonstrate different ways in which organizations are attached to the community. In the view of community attachment, cause acts include "act local" and "act global." The current experimental study was designed to investigate the central questions concerning a social marketing campaign and to develop theoretical frameworks and implications of cause-involvement and cause-act effects on social marketing from global and local perspectives. This study offers a step forward in clarifying the moderating role of cause involvement and how consumers perceive social marketing campaigns to be affected by cause acts, cause fit, and cause orientations, illustrating the vital role of individual difference factors in such campaigns.

Suggested Citation

  • Juran Kim, 2014. "The roles of cause involvement and cause acts in a social marketing campaign," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(4), pages 426-440, September.
    • Handle: RePEc:taf:jgsmks:v:24:y:2014:i:4:p:426-440
    DOI: 10.1080/21639159.2014.949032
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    Cited by:

    1. John A. Fortunato, 2016. "Business-to-business sponsorship opportunities: Examining UPS’s functional congruence with the NCAA," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(1), pages 36-50, January.
    2. Songmi Kim & Heejung Lee, 2019. "The Effect of CSR Fit and CSR Authenticity on the Brand Attitude," Sustainability, MDPI, vol. 12(1), pages 1-10, December.
    3. Amel Chaabouni & Kaouther Jridi & Fatma Bakini, 2021. "Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 129-150, March.
    4. John A Fortunato, 2016. "How the Citi Olympic sponsorship strategy uses the knowledge of the elaboration likelihood model," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(1), pages 76-85, March.
    5. Lee, Eun-Ju, 2016. "Empathy can increase customer equity related to pro-social brands," Journal of Business Research, Elsevier, vol. 69(9), pages 3748-3754.

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