scholarly journals Cause-Related Marketing: Do Managers Understand and Use This Tool?

2020 ◽  
Vol 15 (4) ◽  
pp. 587-604
Author(s):  
Mafalda M. Miranda ◽  
Susana Costa e Silva ◽  
Paulo Duarte ◽  
Daniel Glaser-Segura
Keyword(s):  
Marketing Strategy ◽  
Socially Responsible ◽  
Utaut Model ◽  
Cause Related Marketing ◽  
Social Nature ◽  
The Social ◽  
Competitive Factor ◽  
Depth Interviews

AbstractDesign - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes the benefits of these campaigns for charities and donors. The purpose of this study is to decode what managers think about CrM campaigns and try to discern and understand the principal motivations, benefits, and inherent risks to implement these campaigns. Findings - Managers recognize CrM benefits mainly relating them with an increase in reputation and image of the company, making it possible to differentiate and increase its notoriety. However, the social nature of this tool is what weights in the most on the decision of managers, since they recognize that being socially responsible is a competitive factor. The greatest constraints identified have to do with the effort on the implementation of the campaign and with the consumer’s scepticism, especially in transactional campaigns. Originality - With this research we were able to realize that there is a misunderstanding between the CrM concept and purely philanthropic marketing, which can somehow inhibit managers from recognizing the potential of this tool. Regarding CrM use, the position of managers shows a clear concern about the importance of harmonizing values between the company and the cause, betting on long-term campaigns with transparent communication and investing in the process of planning, implementing, and monitoring campaigns to improve their performance. This needs to be taken into account in future assessments of CrM campaigns.

scholarly journals Fresh contact: Youth, migration, and atmospheres in India

2018 ◽  
Vol 37 (2) ◽  
pp. 313-330 ◽  
Author(s):  
Jane Dyson
Keyword(s):  
Young People ◽  
Word Meaning ◽  
Local Environment ◽  
Social Nature ◽  
Environmental Setting ◽  
The Social ◽  
Youth Agency ◽  
Indian Village ◽  
High Degree

This paper uses long-term research in an Indian village to develop Karl Mannheim’s notion of each generation’s ‘fresh contact’ with their inherited social and environmental setting. I examine how a generation of young people re-apprehend their local environment following a period of migration. I argue that young people aged between 25 and 34 who have lived outside their locality re-appraise their village economically and spiritually when they return home. I point to the social nature of this ‘fresh contact’, its spatial character, and the high degree of reflexivity that young men display in discussing their own agency as a generation – a point that emerged especially clearly in their discussion of the term ‘ mahaul,’ a Hindi word meaning ‘atmosphere’. The paper contributes to geographical and anthropological work on youth agency by highlighting the utility of notions of fresh contact in specific social conjunctures, such as the migration of a particular cohort. At the same time, it suggests the importance of placing alongside Mannheim’s work an explicit focus on the spatial nature of fresh contact, the sociality that constitutes cohorts as generations, and young people’s reflexive capacity to theorise their generational agency.

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

scholarly journals A Migration Project in Retrospect: The Case of the Ageing Zero Generation in Emirdağ

2018 ◽  
Vol 6 (3) ◽  
pp. 260-269
Author(s):  
Christiane Timmerman ◽  
Meia Walravens ◽  
Joris Michielsen ◽  
Nevriye Acar ◽  
Lore Van Praag
Keyword(s):  
Elderly People ◽  
Social Inclusion ◽  
Future Research ◽  
Long Term Effects ◽  
Family Culture ◽  
The Social ◽  
Zero Generation ◽  
Family Elders ◽  
Depth Interviews

In the twentieth century, Emirdağ (Turkey) witnessed extensive emigration and is now home to the ‘zero generation’: a group of elderly people who stayed behind when their children moved abroad. We investigate how these elderly people, with at least one child who left the country, evaluate their situation as they have grown older. Using fieldwork observations and in-depth interviews, we found that this group mainly associated the migration of their offspring with loneliness and exclusion from society, due to separation from their children and changes in the traditional family culture. The respondents clearly note a shift in the social position of family elders in Turkish culture, from highly respected to being ignored and looked down upon. While this change in status might be experienced by all elderly inhabitants of the region, feelings of distress were reinforced by an emerging discourse which suggests the migration project is a failed enterprise. The constraints their children experience in the immigrant country have led the zero generation to rely less on them and become more dependent on their own resources. Future research on ageing, migration and transnational care should focus on the different ways in which migration systems evolve, and the long-term effects on social inclusion of all generations.

scholarly journals What Do Managers Think About the Success Potential of CRM Campaigns?

2019 ◽  
Vol 64 (2) ◽  
pp. 33-52
Author(s):  
Bruna Monteiro Castanheira ◽  
Susana Costa E Silva ◽  
Carla Carvalho Martins
Keyword(s):  
Corporate Social Responsibility ◽  
Research Method ◽  
Utaut Model ◽  
Cause Related Marketing ◽  
Effort Expectancy ◽  
Social Concerns ◽  
Marketing Tool ◽  
Facilitating Conditions ◽  
Corporate Social ◽  
Depth Interviews

Abstract This research analyzes cause-related marketing (CrM) from the perspective of companies. The study aims to achieve a better understanding about what managers think about CrM by analyzing the level of acceptance and usage of this marketing tool, based on the UTAUT model. Using in-depth interviews as research method, we conclude that managers see the benefit of company partaken in initiatives as such, but not necessarily CrM. The reasons why managers choose to participate in Cause-related Marketing initiatives originate from the mix obtained through improving the firm by doing something considered socially positive. CrM was well evaluated by the participants and considered well positioned in terms of acceptance and usage, based on four factors: performance and effort expectancy, social influence, and facilitating conditions. Interviewees expressed excitement towards CrM and believe in it as a powerful tool to improve the firms’ image and consumers feeling towards it. While the literature uses several concepts (Corporate Social Responsibility or Social Marketing), the interviewees emphasize genuine caring and showing interest, time and funds to support consumers social concerns.

“Chocolate City, Rest in Peace”: White Space–Claiming and the Exclusion of Black People in Washington, DC

2019 ◽  
Vol 18 (3) ◽  
pp. 746-769 ◽  
Author(s):  
Allison Suppan Helmuth
Keyword(s):  
Historically Black ◽  
Public Space ◽  
Low Income ◽  
Black People ◽  
Washington Dc ◽  
The Social ◽  
Black Residents ◽  
Micro Level ◽  
Depth Interviews

Urban sociologists and gentrification scholars have long been interested in examining the combination of structural and micro–level forces that result in the displacement and exclusion of low–income residents from changing neighborhoods. However, the types of everyday activities and the social and spatial practices that exclude residents who remain in these neighborhoods are an understudied part of the gentrification story. How are exclusive spaces created? What are the specific social processes that lead to exclusive space? I draw on in–depth interviews and ethnographic fieldwork to examine how white residents in a historically black neighborhood claim space through their everyday actions and interactions. These space–claiming practices are at times subtle and at times overt, but often draw on a repertoire of physical, mental, and social practices that combine to create spaces that exclude black people—including long–term black residents, black gentrifiers, and black visitors to the neighborhood—from public space.

scholarly journals Cohabitation and Commitment: Partnership Plans of Young Men and Women

2002 ◽  
Vol 50 (3) ◽  
pp. 356-377 ◽  
Author(s):  
Lynn Jamieson ◽  
Michael Anderson ◽  
David McCrone ◽  
Frank Bechhofer ◽  
Robert Stewart ◽  
...  
Keyword(s):  
Married Couples ◽  
Added Value ◽  
Heterosexual Couples ◽  
Social Significance ◽  
The Social ◽  
The Family ◽  
Cohabiting Couples ◽  
Living Together ◽  
Depth Interviews

Popular commentators on marriage and the family often interpret the increase in heterosexual couples living together without marrying as reduced willingness to create and honour life-long partnerships. Survey and in-depth interviews with samples of 20–29 year olds living in an urban area of Scotland finds little support for the postulated link between growing cohabitation and a weakened sense of commitment to long-term arrangements. Most of the cohabiting couples strongly stressed their ‘commitment’. Socially acceptable vocabularies of motive undoubtedly influenced answers but interviews helped to explore deeper meanings. Many respondents' views were consistent with previous research predictions of a weakening sense of any added value of marriage. At the same time, some respondents continued to stress the social significance of the distinction between marriage and cohabitation, consistent with research interpreting cohabitation as a ‘try and see’ strategy part-way to the perceived full commitment of marriage. The notion that ‘marriage is better for children’ continued to have support among respondents. While, on average, cohabiting couples had lower incomes and poorer employment situations than married couples, only very extreme adverse circumstances were presented as making marriage ‘too risky’. Pregnancy-provoked cohabitation was not always in this category. Cohabitation was maintained because marriage would ‘make no difference’ or because they ‘had not yet got round to’ marriage. Most respondents were more wary of attempting to schedule or plan in their personal life than in other domains and cohabitees' attitudes to partnership, including their generally ‘committed’ approach, do not explain the known greater vulnerability of this group to dissolution.

scholarly journals MANAJEMEN STRATEGIK PEMASARAN PENDIDIKAN BERBASIS MEDIA SOSIAL DI MADRASAH ALIYAH YAYASAN PONDOK PESANTREN BABAKAN JAMANIS PARIGI PANGANDARAN

2020 ◽  
Vol 3 (2) ◽  
pp. 120-128
Author(s):  
Neneng Nurmalasari ◽  
Imas Masitoh
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Industrial Revolution ◽  
Strategy Management ◽  
Educational Marketing ◽  
The Social ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
The Right ◽  
Depth Interviews

This study describes an overview of the use of social media as a management marketing strategy at Madrasah Aliyah Yayasan Pondok Pesantren Babakan Jamanis. The benefits of social media as a marketing tool in the world of education in the era of the 4.0 industrial revolution are the right choice because it is increasingly accessible to various groups. This research is qualitative research with data collection methods through observation, in-depth interviews, and documentation. The results show that the social media-based educational marketing strategy management is used, namely: Facebook, Instagram, and Youtube by first identifying in the community which then becomes an educational marketing strategy by highlighting the achievements of these institutions. The management of private education, supported by stakeholders and adequate facilities has provided a distinctive feature and strength in the management of educational marketing strategies at Madrasah Aliyah Yayasan Pondok Pesantren Babakan Jamanis.

scholarly journals Bližšia košeľa ako kabát? Sociálne siete rodiny a komunity seniorov v slovenských mestách

Český lid ◽  
2021 ◽  
Vol 108 (3) ◽  
pp. 289-321
Author(s):  
Marcela Káčerová ◽  
Juraj Majo ◽  
Ľubica Voľanská
Keyword(s):  
Social Networks ◽  
Friendship Networks ◽  
Intergenerational Relationship ◽  
Family Structures ◽  
Family Networks ◽  
Kinship Networks ◽  
The Social ◽  
Depth Interviews

The quality of social networks influences the quality of life in old age because the absence of them leads to social exclusion and loneliness, which are, according to the literature, the most serious concerns perceived by seniors. We focused on the social networks of seniors and loneliness in the urban environment. We were interested in how seniors reflect their social networks. Do they place emphasis on family or community networks? The paper was based on a mixed-method with a questionnaire on a sample of 1,026 seniors living in cities in Slovakia in combination with in-depth interviews. In connection to the assumption of the influence of long-term patterns of family structures on intergenerational relationship and relationships with friends, it was found that there is a preference for family networks. Friendship networks are long-lasting, transforming and, unlike kinship networks, do not extend geographically beyond city boundaries.

Reinforcement of brands of faith with the paradox of cultural divergence in Indian perspective

2020 ◽  
Vol 32 (3) ◽  
pp. 513-530
Author(s):  
Baba Gnanakumar
Keyword(s):  
Cultural Values ◽  
Social Group ◽  
Roc Curves ◽  
Marketing Strategies ◽  
Content Type ◽  
Cause Related Marketing ◽  
The Social ◽  
Spiritual Foundations ◽  
Marketing Activities

Purpose Self-esteem values, with the new art of living, in the minds of Indians, lead to establish faith among the spiritual organization. Later on, the spiritual organizations brand their names and market the products in their branded name. These brands, which are inspired by faith and created by Indian spiritual gurus, have even disrupted the fast-moving consumer goods (FMCG) market by being customer-centric instead of being geared by lucrative returns. It is in this context that this paper aims to find the cultural divergence factors that lead to change the consumption pattern of FMCG and how such brands of faith have been segmented in the Indian perspective by spiritual gurus. The research concludes that cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation influence the brands that are inspired by faith. Spiritual gurus in India are using sociocultural marketing activities such as social endorsement and cause-related marketing strategies for segmenting the markets. Design/methodology/approach The primary data were collected from the 1,678 customers of the Isha products. The respondents were selected based on the snowball sampling. The responses were collected from the followers who visited the foundation at least three times during the period of two years in Coimbatore and purchased Isha products worth more than Rs 500. The data were collected between the period August 2016 and April 2018. Of 1,678 responses, 1,465 responses were validated after coding. Of 1,465 responses that were validated, 1,126 responses were found reliable. Findings “Cause-related marketing” and “social group endorsement” activities of the firms tend to create a brand image. To find out which of the above activities highly influence the brands of faith, realistic-operating characteristic (ROC) analysis was carried out. ROC curves were drawn to assess the brands of faith centroid values with social group endorsement and cause-related marketing variables. ROC curves explored the precision of diagnostic tests and were used to find the best “cut-off” value for impressive and unimpressive cluster test results. Research limitations/implications Cultural divergence variables such as power distance, collectivism, uncertainty avoidance and long-term orientation are influencing the brands of faith. The followers of the spiritual foundation have their own distinct culture, and their social affinity values increase the brands of faith. Social group endorsement and cause-related marketing are the marketing strategies suitable for spiritual foundation (to market their product/ service). Age, education and occupation are demographic values that influence the brands of faith. The spiritual foundations are segmenting their customers based on the occupational values, and they use the cause-related marketing strategies to increase the values of brands of faith. Practical implications As the cultural values related to the art of living have been recognized by society as the measure of social well-being, the spiritual leaders can enhance their brands of faith. The social media communication about cause-related marketing can create trust in society. On the other hand, societal marketing activities cannot target the entire society. Hence, it is to be stratified. While stratifying, the players of diversity markets have to target a group based on the values generated by the stakeholders in the foundation. The diversified markets created by the Indian spiritual gurus are providing cultural diversity. Social implications The business value created by spiritual foundations is increasing the social values which are essential to uplift society. The author concludes that if business values and societal values are integrated by any group of people, it improves economic value to that society and they can use the social currency in the form of “brands of faith”. Originality/value The cultural values of a society are measured and compared with national and global index. The enumerate method is an original one.

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