Cause-related marketing: Exploring the differences between Gen Y and Gen Z in India

2020 ◽  
Vol 10 (2) ◽  
pp. 172-191
Author(s):  
Shweta Pandey ◽  
Deepak Chawla ◽  
Sandeep Puri
Keyword(s):  
Social Behaviour ◽  
Charitable Giving ◽  
Structural Equation ◽  
Social Attitudes ◽  
Gen Y ◽  
Cause Related Marketing ◽  
Intention To Participate ◽  
Social Media Platforms ◽  
Intentions To Participate

Objective<br/> There is an increasing global need to inspire pro-social behaviour, but there is a dearth of research on factors that underlie the charitable intentions of Gen Y and Gen Z. This study explores the influence of religiosity and descriptive social norms (DSN) on the attitudes and intentions of Gen Y and Gen Z to participate in cause-related marketing (CRM). The study is centred in India, which has a propensity for charitable giving and a rich demographic diversity, and therefore is an appropriate country for CRM research.<br/> Design/Methodology/Approach<br/> Survey data were collected using convenience-based sampling, with 252 valid responses (114 Gen Z; 138 Gen Y). Partial least squares structural equation modelling was utilised for analysing the conceptual model.<br/> Findings<br/> The findings indicate that religiosity influences pro-social attitudes and intentions in both generations, however, there is a differential effect of DSN on attitudes and intentions to participate in CRM for Gen Z, as compared to Gen Y.<br/> Research implications<br/> Religiosity is a significant factor in driving pro-social attitudes and intentions in both generations, however, the effect of DSN on attitudes and intentions to participate in CRM is more pronounced for Gen Z, in comparison to Gen Y.<br/> Practical implications<br/> Marketers can drive an increased intention to participate in CRM by associating CRM efforts with age-old religious teachings for both generations. DSN drive greater engagement of Gen Z with CRM, hence, visible parti cipation in CRM on social media platforms can be an effective strategy for driving pro-social behaviour among Gen Z.<br/> Originality/Value<br/> This is the first study that compares the factors that influence pro-social behaviour in Gen Y and Gen Z in India. The result provides evidence of the continued effect of religiosity on CRM for both generations, and the significant role of DSN in transforming the responses of Gen Z towards CRM.

The Motivating Role of Positive Feedback in Sport and Physical Education: Evidence for a Motivational Model

2008 ◽  
Vol 30 (2) ◽  
pp. 240-268 ◽  
Author(s):  
Athanasios Mouratidis ◽  
Maarten Vansteenkiste ◽  
Willy Lens ◽  
Georgios Sideridis
Keyword(s):  
Physical Education ◽  
Structural Equation ◽  
Autonomous Motivation ◽  
Well Being ◽  
Equation Modeling ◽  
School Students ◽  
Intention To Participate ◽  
Motivational Model ◽  
Intentions To Participate

Based on self-determination theory (Deci & Ryan, 2000), an experimental study with middle school students participating in a physical education task and a correlational study with highly talented sport students investigated the motivating role of positive competence feedback on participants’ well-being, performance, and intention to participate. In Study 1, structural equation modeling favored the hypothesized motivational model, in which, after controlling for pretask perceived competence and competence valuation, feedback positively predicted competence satisfaction, which in turn predicted higher levels of vitality and greater intentions to participate, through the mediation of autonomous motivation. No effects on performance were found. Study 2 further showed that autonomous motivation mediated the relation between competence satisfaction and well-being, whereas amotivation mediated the negative relation between competence satisfaction and ill-being and rated performance. The discussion focuses on the motivational role of competence feedback in sports and physical education settings.

scholarly journals Intentions to Participate in Carsharing: The Role of Self- and Social Identity

2021 ◽  
Vol 13 (5) ◽  
pp. 2535
Author(s):  
Loes M. Derikx ◽  
Dea van Lierop
Keyword(s):  
Structural Equation ◽  
Negative Relationship ◽  
Self Identity ◽  
Highly Educated ◽  
Confirmatory Factor ◽  
Intention To Participate ◽  
Urban Contexts ◽  
Intentions To Participate ◽  
Regional Governments

Carsharing is becoming an increasingly popular mode of transportation in many cities around the world. Previous research has revealed that users tend to be young, are highly educated, have high incomes and live in densely populated neighbourhoods. However, this does not explain why people who have similar socioeconomic characteristics do not adopt carsharing when residing in comparable urban contexts. To assess the critical differences between users and non-users of carsharing, the current research uses the theory of planned behaviour as a theoretical framework to analyse how aspects of an individual’s social and self-identity determine their intentions to participate in carsharing. In-person intercept questionnaire data were collected in the Berlin neighbourhoods Schloßstraße, Steglitz and Glasower Straße, Neukölln in the fall of 2019 (N = 216). Exploratory and confirmatory factor analysis and structural equation modelling were used to analyse the collected data. The model results suggest that having a pro-technology self-identity and negative pro-car identity are significantly associated with the intention to participate in carsharing. These associations are present in both the structural and alternative models. Moreover, both models indicate a negative relationship between individuals’ degree of environmental self-identity and the degree of their pro-car identity. The results suggest that, in order to promote carsharing, regional governments should focus on attracting new users who are currently already using mobility technology. The findings can be used by regional governments to identify potential carsharing users and to specifically target individuals who are likely to be willing to adopt and participate in carsharing.

The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes

2020 ◽  
Vol 34 (3) ◽  
pp. 201-216 ◽  
Author(s):  
Thilo Kunkel ◽  
Rui Biscaia ◽  
Akiko Arai ◽  
Kwame Agyemang
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Equation Model ◽  
Mediating Effect ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Team Commitment ◽  
Social Media Platforms ◽  
The Relationship

This research explored the role of athlete on- and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete’s sponsor, and the mediating effect of consumers’ self-brand connection on these relationships. Data were collected from fans of soccer players through a cross-sectional survey promoted on social media platforms. A partial least squares structural equation model examined the direct effects of both athlete brand dimensions on athlete commitment, team commitment, and athlete sponsor preference, and the indirect effects mediated via self-brand connection. The results indicate that an athlete’s on-field image is significantly related to athlete sponsor preference, while the off-field image influences athlete commitment and team commitment. Self-brand connection is influenced by athlete off-field image and mediates the relationship between off-field image and athlete commitment. This study contributes to a better understanding of how to manage athlete brands and linkages between fans, athletes, and associated entities.

scholarly journals The role of emotional marketing and UTAUT on donation intention through social media

2021 ◽  
Vol 10 (1) ◽  
pp. 38-46
Author(s):  
Desi Tri Kurniawati ◽  
Nadiyah Hirfiyana Rosita ◽  
Rila Anggraeni
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Real Condition ◽  
Structural Equation Analysis ◽  
Online Platforms ◽  
Equation Analysis ◽  
Social Media Platforms ◽  
Donation Intention ◽  
Willingness To Use

Donations through social media or any online platforms are becoming a new trend these days, thanks to the use of emotional marketing through narrations and visual depictions showing the real condition of people who need supports. Organizations are led to raise people’s emotions to increase their intention to make donations. This study aims to examine the effect of emotional marketing on donation intention through social media platforms and people’s willingness to use technology (UTAUT). This is explanatory research was conducted through a survey on 365 respondents of Malang city who had seen a crowdfunding commercial of Kitabisa.com. The structural equation analysis has led to findings that emotional marketing significantly influences people’s donation intention, implying that the commercial is able to affect people’s emotion into empathy and willingness to make donations through the charity campaign. Furthermore, this study also finds that UTAUT has a significant effect on the intention. The findings are useful for Kitabisa.com in their effort to increase people’s donation intention through the use of emotional marketing.

scholarly journals The Gendered Pathways Into Giving and Volunteering: Similar or Different Across Countries?

2022 ◽  
pp. 089976402110574
Author(s):  
Pamala Wiepking ◽  
Christopher J. Einolf ◽  
Yongzheng Yang
Keyword(s):  
Social Capital ◽  
Charitable Giving ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Educational Achievement ◽  
Steady Increase ◽  
Financial Security ◽  
Men And Women ◽  
Gendered Pathways

There has been a steady increase in research studying the role of gender in prosocial behavior, such as charitable giving and volunteering. We provide an extensive review of the interdisciplinary literature and derive hypotheses about three different pathways that lead men and women to differ in their display of giving and volunteering: pathways through social capital, motivations, and resources. We test these hypotheses across 19 countries by analyzing 28,410 individuals, using generalized structural equation models. Our results support previous research, conducted in single countries, that there are distinct different pathways that lead men and women to engage in giving and volunteering: Women report stronger motivations to help others, but men report more of the financial resources that make giving and volunteering possible. The gendered pathways to giving and volunteering that lead through social capital, educational achievement, and financial security vary by country.

scholarly journals The Dual Processing of Donation Size in Cause-Related Marketing (CRM): The Moderating Roles of Construal Level and Emoticons

2018 ◽  
Vol 10 (11) ◽  
pp. 4219 ◽  
Author(s):  
Dongho Yoo ◽  
Jung-Ae Kim ◽  
Sun-Jae Doh
Keyword(s):  
Construal Level ◽  
Dual Processing ◽  
Negative Effects ◽  
Consumer Responses ◽  
Size Information ◽  
Positive Effects ◽  
Cause Related Marketing ◽  
Intention To Participate ◽  
Corporate Social

Donation size is known to be one of the factors that determines the success of cause-related marketing (CRM), which is the most practical form of corporate social responsibility (CSR). Although various studies have investigated the influence of donation size on CRM, they have not shown clear results. In addition, no research has examined the mechanism of how consumers process donation-size information. In this study, we examined the effect of donation size on consumer responses, focusing on the differences in perceived benefits and perceived monetary sacrifice according to the construal level. Furthermore, we investigated the role of emoticons as a way to increase the intention to participate in CRM by lowering the consumers’ perceptions of monetary sacrifice. Study 1 showed that for consumers with a higher construal level who perceive donation size as benefits, donation size had positive effects on consumer responses, whereas for those with a lower construal level who perceive donation size as monetary sacrifice, it had negative effects on their responses. Study 2 showed that emoticons attenuated the interaction effect of donation size and construal level. Finally, the implications of this study are discussed.

scholarly journals Perceived ihsan, Islamic egalitarianism and Islamic religiosity towards charitable giving of cash waqf

2017 ◽  
Vol 8 (4) ◽  
pp. 669-685 ◽  
Author(s):  
Hamid Rizal ◽  
Hanudin Amin
Keyword(s):  
Charitable Giving ◽  
Structural Equation ◽  
Total Sample ◽  
Survey Method ◽  
Future Research ◽  
Content Type ◽  
Equation Modelling ◽  
Nomological Validity ◽  
Practical Implications

Purpose The purpose of this study is to develop a conceptual model explicating Muslims intention towards charitable giving of cash waqf. Drawing from altruism theoretical paradigm, the present study investigates the role of perceived ihsan, Islamic egalitarian and Islamic religiosity on cash waqf contribution. Design/methodology/approach The survey method using Islamic banking respondents were exploited for data collection. A total sample of 264 completed questionnaires were analysed. Findings The results of exploratory factor analysis indicate strong constructs nomological validity. The structural equation modelling using path analysis was also performed to estimate the proposed research framework. The result of model testing shows significant relationship between perceived ihsan, Islamic egalitarian and Islamic religiosity on cash waqf contribution. Practical implications The results suggest that perception of ihsan and notion of equality significantly influences Muslims’ sense of religiosity, which subsequently encourages the generosity giving behaviour of waqf. Implications of the findings and suggestions for future research are also discussed. Originality/value The study introduces two new dimensions of perceived ihsan and Islamic egalitarian. Specifically, the present study offers fresh new insights of charitable giving of cash waqf behaviours from Islamic perspective.

scholarly journals The Moderating Roles of Sensation Seeking and Worry among Nature-Based Adventure Tourists

2021 ◽  
Vol 18 (4) ◽  
pp. 2021
Author(s):  
Kiattipoom Kiatkawsin ◽  
Ngoc Anh Bui ◽  
Richard Hrankai ◽  
Kwangmin Jeong
Keyword(s):  
Sensation Seeking ◽  
Structural Equation ◽  
Equation Modeling ◽  
Coping Mechanism ◽  
Outdoor Activity ◽  
Essential Characteristic ◽  
Adventure Tourism ◽  
Intentions To Participate ◽  
Thrill Seeking

The adventure tourism subsector continues to be popular today. Both industry and academia define adventure tourism’s scope from either the physical (e.g., outdoor activity and physical activity) or psychological aspects (e.g., thrill seeking and challenges). Recent studies have pointed out that adventure tourism can be interpreted differently across cultures and markets. Still, risk has always been universally accepted as an essential characteristic of adventure tourism. Thus, most empirical research has studied the role of risk as one of the motivations. However, attempts to investigate related elements that are either a response to or a coping mechanism for the presence of risk are scarce. This present study adopted one of the most prominent frameworks in explaining behavioral intentions, the theory of planned behavior, and included involvement and knowledge variables to extend it. Furthermore, the sensation-seeking and worry constructs were tested for their moderating impact on intentions to participate in adventure tours. The results of structural equation modeling and multigroup invariance tests revealed that subjective norms were not a significant predictor of intentions, while both sensation seeking and worry significantly moderated the relationships between the study variables.

scholarly journals The Effect of Informal Gatherings on Sustainable Participation in Leisure Sport Activities: The Case of South Korea

2021 ◽  
Vol 13 (14) ◽  
pp. 7734
Author(s):  
Kyung-Yur Lee ◽  
Sang-Hyeon Park
Keyword(s):  
Structural Equation ◽  
Extrinsic Motivation ◽  
Sports Participation ◽  
Equation Modeling ◽  
Leisure Sports ◽  
Intention To Participate ◽  
Sport Activities ◽  
The Relationship ◽  
Moderating Role

Do informal gatherings with members in group leisure sports increase satisfaction and sustainable participation? The purpose of this study was to investigate the moderating role of informal gatherings with regard to self-determined motivation (SDM), leisure satisfaction (LS), and intention to participate sustainably (INPS) in the context of group leisure sports. An empirical analysis of a sample of 423 adults participating in group leisure sports was conducted. Structural equation modeling revealed that SDM exerted a statistically significant impact on LS, and, in turn, LS was conducive to INPS. The multigroup analysis indicated that informal gatherings played a significant moderating role in the relationship between non-self-determined extrinsic motivation and LS. Certain sociodemographic characteristics and sports participation behavior were ascertained as control variables. This study theoretically contributes to the expansion of self-determination theory, affirming the effect of informal gatherings as a unique variable and suggesting practical implications for sustainable leisure participation.

The moderating role of donation-related predispositions on the effectiveness of price and product quality on cause-related marketing participation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andrews Adugudaa Akolaa ◽  
John Paul Basewe Kosiba ◽  
Felix Appiah ◽  
Akua Akuffo Nyanteh
Keyword(s):  
Product Quality ◽  
Structural Equation ◽  
Price Fairness ◽  
Content Type ◽  
Cause Related Marketing ◽  
Equation Modelling ◽  
Moderating Role ◽  
Insight Into ◽  
Modelling Approach

PurposeThis study investigates the effect of product quality and price fairness on consumer cause-related marketing (CRM) participation and also the moderating role of donation-related customer predispositions (i.e. empathy and cause importance) on this relationship.Design/methodology/approachData for the study were obtained from 240 respondents. A structural equation modelling approach was used in analysing the data.FindingsResults from the analysis indicate that fair pricing and product quality affect CRM participation. The findings also provide insights into the moderation role of empathy and cause importance.Originality/valuePrior research studied the effect of promotion on CRM participation; however, this study examines the effect of product and price. The findings offer insight into issues of research and managerial interest, offering insightful implications to the academic and practitioner communities in developing countries, respectively.

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