scholarly journals CAUSE-RELATED MARKETING AND CAUSE SPONSORSHIP’S COMPANY-CAUSE FIT AND eWOM: SPREADING CSR ON FACEBOOK

2021 ◽  
Vol 3 (8) ◽  
pp. 22-40
Author(s):  
Ronnie Pangan ◽  
Jaehak Shim
Keyword(s):  
Corporate Social Responsibility ◽  
Word Of Mouth ◽  
The Philippines ◽  
Consumer Response ◽  
The Other ◽  
Marketing Communications ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Within Subjects ◽  
Corporate Social

Businesses should utilize Corporate Social Responsibility (CSR) marketing communications to show genuine support for stakeholders affected by the Covid19 pandemic. This study focuses on two forms of CSR marketing communications: cause-related marketing (CRM) and cause sponsorship (CS). This research would look into how CRM and CS’s company cause fit will affect eWOM (electronic word-of-mouth), a type of consumer response. A survey-based within-subjects trial of CRM and CS x 2 company-cause fit will be conducted on active Facebook users aged 18 to 64 years old. Ten (10) pre-selected firms from the Philippines' Top 30 Businesses were selected. These companies posted both CRM and CS Facebook messages. The CRM posts will be shown to half of the sample size (N=272), while the CS posts will be shown to the other half (N=272) and graded via a questionnaire. The research concluded that there were positive relationships between CRM and CS’s company-cause fit and eWOM. Between the two, CRM had a greater effect on eWOM as compared to CS. This was also evident in the models. The higher the company-cause fit, the higher the eWOM response. The suggestion to companies was to concentrate on CRM FB posts with the high company-cause fit so that the occurrence of eWOM would be higher especially during periods of crisis like the Covid19 pandemic. For future researchers, other forms of CSR marketing communications and consumer responses may be studied to further increase the effectiveness of Facebook CSR posts.

scholarly journals PROPOSED MODELS FOR CSR MARKETING COMMUNICATIONS ON FACEBOOK BASED ON COMPANY-CAUSE FIT AND CONSUMER RESPONSES

2021 ◽  
Vol 3 (8) ◽  
pp. 98-118
Author(s):  
Ronnie Pangan ◽  
Jaehak Shim
Keyword(s):  
Regression Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
The Philippines ◽  
The Other ◽  
Marketing Communications ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Within Subjects ◽  
Corporate Social

Businesses should use Corporate Social Responsibility (CSR) marketing communications to show genuine support for stakeholders affected by the Covid19 pandemic. Two forms of CSR marketing communications were focused on: cause-related marketing (CRM) and cause sponsorship (CS). This research looked into how CRM and CS impact customer responses to: a) like/join the company's Facebook page, b) exchange CSR activities through eWOM (electronic word-of-mouth), and c) intention to buy the company's products and services (purchase intention). The company-cause fit was the dependent variable that was tested against the three responses. A survey-based within-subjects experiment of CRM and CS x 2 (good fit / bad fit) was conducted on active Facebook users aged 18 to 64 years old. Ten (10) pre-selected firms from the Philippines' Top 30 Businesses were listed, These companies released both CRM and CS Facebook posts. The CRM posts were shown to half of the sample size (n=136), while the CS posts were shown to the other half (n=136) and rated by a questionnaire. This research suggested models based on regression analysis and modeling that would advise companies how to better conduct CRM and CS online operations in order to maximize investments, especially during periods of crisis like the Covid19 pandemic.

Firm-Determined or Consumer-Determined Corporate Social Responsibility (CSR)? Examining the Effects of Choice-of-Cause in Cause-Related Marketing

2020 ◽  
pp. 232948842091839
Author(s):  
Weiting Tao ◽  
Yi Grace Ji
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Self Determination ◽  
Reputation Management ◽  
Relative Advantage ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Corporate Social ◽  
Social Causes ◽  
Choice Program

As a widely practiced form of corporate social responsibility (CSR), cause-related marketing (CRM) programs have been considered effective in generating reputational, relational, and financial returns for companies. This study examines a new form of CRM: choice-of-cause programs, in which companies empower consumers to determine which social causes to support. Based on self-determination theory, reputation management literature, and CSR research, this study proposes a conceptual framework that theorizes the effectiveness of the choice program, mapping out consumers’ psychological experiences and consequential attitudinal and behavioral intention responses toward companies and their nonprofit partners. Results of an online experiment offer partial support to the framework. They showed the relative advantage of the choice program over traditional cause-without-choice practice and highlighted the importance of creating an autonomy-supportive CSR program environment where consumers can exercise self-determination. Furthermore, results demonstrated the crucial role of corporate reputation in influencing consumer responses in CSR programs.

Consumer empowerment in corporate social responsibility: the effect of participatory CSR on company admiration and word-of-mouth communications

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyojung Park ◽  
Soo-Yeon Kim
Keyword(s):  
Corporate Social Responsibility ◽  
Public Relations ◽  
Social Responsibility ◽  
Word Of Mouth ◽  
Amazon Mechanical Turk ◽  
Consumer Empowerment ◽  
Content Type ◽  
Consumer Responses ◽  
Csr Communication ◽  
Corporate Social

PurposeThis study conceptualizes participatory corporate social responsibility (CSR) as a consumer empowerment strategy and examines the effect of participatory CSR on consumer responses in a social media setting.Design/methodology/approachThis study uses a 2 (type of CSR campaign) × 4 (tone of consumer comments) between-subjects experimental design. The sample comprises college students and nonstudent participants recruited from Amazon Mechanical Turk.FindingsData indicate that the participatory CSR program leads to higher levels of perceived self-efficacy and social worth, which subsequently results in stronger intentions to spread positive word of mouth about the company’s CSR efforts. The findings suggest that participatory CSR has the power to boost a company’s reputation as an “admired” company through consumer empowerment.Originality/valueThis study advances the scholarship of CSR by explicating participatory CSR communication as a consumer empowerment strategy and providing empirical evidence for the effect of participatory CSR on public responses. The overall findings support the notion that CSR communication as an important function of public relations can generate public engagement with the organization and further co-create meaning with publics for mutual benefit.

Does CSR Contribute to Sustainable Development? What a Régulation Approach Can Tell Us

2016 ◽  
Vol 50 (1) ◽  
pp. 154-172 ◽  
Author(s):  
Thomas Lamarche ◽  
Catherine Bodet
Keyword(s):  
Sustainable Development ◽  
Corporate Social Responsibility ◽  
Jel Classification ◽  
The Other ◽  
Csr Strategies ◽  
Development Regime ◽  
Institutional Csr ◽  
Strategic Csr ◽  
Corporate Social ◽  
Regulation Approach

We argue that corporate social responsibility depends on two distinct stylized facts concerning régulation and power. The first—institutional CSR—is institutional in nature, the other—strategic CSR—is economic and productive. The former permits and stabilizes the latter, which in turn gives rise to political compromises structuring institutional mechanisms. CSR strategies and institutions correspond to a private, oligopolistic régulation which shows no signs of being able to pursue a sustainable development regime. JEL classification: B52, D02, L15, M14, P17

Consumer responses to environmental corporate social responsibility and luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marie Schill ◽  
Delphine Godefroit-Winkel
Keyword(s):  
Corporate Social Responsibility ◽  
Service Quality ◽  
Consumer Attitudes ◽  
Shopping Mall ◽  
Content Type ◽  
Consumer Responses ◽  
Consumer Emotions ◽  
Quality Dimensions ◽  
Service Quality Dimensions ◽  
Corporate Social

Purpose Drawing on the stimulus–organism–response (S-O-R) framework, this study presents an original model examining the influence of environmental corporate social responsibility (CSR), luxury and service quality dimensions on consumer emotions that in turn influence consumer attitudes towards the shopping mall. Design/methodology/approach Structural equation modeling is applied to data from a sample of 706 French consumers to test the hypotheses. Findings The results highlight the importance of environmental CSR, luxury and service quality dimensions as stimuli influencing positively consumer emotions, which in turn positively influence consumer attitudes. Research limitations/implications This study extends prior work in the field of services marketing and the S-O-R framework while considering environmental CSR, luxury and service quality dimensions as relevant stimuli. It further contributes to the literature of the shopping mall while examining relevant and unexplored antecedents to consumer emotions. Practical implications This paper provides tailored recommendations for shopping mall managers. It details how managers can use environmental CSR and luxury dimensions besides service quality as relevant stimuli in their positioning strategies to enhance consumer emotions and attitudes. Originality/value This study provides novel insights into shopping mall dimensions, i.e. environmental CSR, luxury and service quality, influencing consumer responses.

scholarly journals IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY PT KAI DAOP 8 SURABAYA DALAM PROGRAM RAIL CLINIC

2020 ◽  
Vol 3 (2) ◽  
pp. 194-209
Author(s):  
Sulistyo Rahayu Ningrum ◽  
Fitria Widiyani Roosinda
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Marketing ◽  
Corporate Philanthropy ◽  
Cause Related Marketing ◽  
Corporate Social Marketing ◽  
Corporate Social ◽  
Clinic Program

PT Kereta Api Indonesia (Persero) Daop 8 Surabaya melaksanakan tanggung jawab sosial terhadap lingkungan sekitarnya dalam bentuk Program Rail Clinic. Program ini merupakan implementasi corporate social responsibility perusahaan untuk  mensejahterakan masyarakatnya. Program yang didedikasikan untuk masyarakat ini dalam bentuk layanan kereta kesehatan, memberikan bantuan kepada masyarakat di araea rel kereta yang jauh dari akses kesehatan. Penelitian menggunakan  pendekatan kualitatif. Hasil penelitian mengungkapkan Program Rail Clinic dalam CSR PT KAI Daop 8 Surabaya menghasilkan beberapa aktivitas utama yang dijalankan yakni cause promotion, cause related marketing, corporate social marketing, corporate philanthropy, community valunteering dan socialy responsible bussines practice. Aktivitas Program Rail Clinic berhasil membantu masyarakat dari aspek pelayanan kesehatan Kata Kunci: Rail Clinic,CSR, PT KAI Daop 8 Surabaya

scholarly journals ANALISIS TERHADAP KETERBUKAAN INFORMASI PUBLIK PADA PERSEROAN TERBATAS YANG MELAKUKAN PENGUMPULAN DANA DONASI YANG DIDUGA DIGUNAKAN UNTUK PELAKSANAAN CORPORATE SOCIAL RESPONSIBILITY

2019 ◽  
Vol 2 (2) ◽  
pp. 366
Author(s):  
Muhammad Rizqi ◽  
Chandra Yusuf
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Public Information ◽  
The Other ◽  
Public Institution ◽  
Legal Person ◽  
Private Company ◽  
Public Funds ◽  
State Income ◽  
Corporate Social

Public Institution is a legal person under the Indonesian act number 14 year of 2008 about Public Information Openness. Under that act, Public Institution have an obligation to publish all the information on that regulation. Public Institution, under the Indonesian act of Public Information Openness means legislative, executive, judicative and any other institution who obtain operational funds from state income (ABPN) or regional income (APBD), public funds or foreign income. There’s an issue among Private Company and Public Information Commission, where the Private Company appointed as a Public Institution by the Judge from Indonesian Information Public Commission. There’s a gap on that dispute, because Private Company obeyed under the Indonesian act of Private Company number 40 year of 2007. The judge had consideration when decided Private Company to become a Public Institution, it’s because of that Private Company managed public donation and distribute that donation into several foundation. The other problem is the private company refused to be named as a Public Institution, so there’s no obligation for the private company to publish any information about the corporation.

Unfortunately, Ambiguities Still Abound in How We Conceptualize Corporate Social Responsibility

2013 ◽  
Vol 6 (4) ◽  
pp. 379-383 ◽  
Author(s):  
Paresh Mishra ◽  
Gordon B. Schmidt
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
The Other ◽  
Organizational Success ◽  
Positive Outcomes ◽  
Corporate Social ◽  
Product Strategies ◽  
A Company

The idea of embedded versus peripheral corporate social responsibility (CSR) proposed by Aguinis and Glavas (2013) appears to be very intuitive and functional. After all, who can on face deny the argument that CSR will have the maximum positive outcomes when it is not just an add-on but is thoroughly integrated into the strategies, routines, and operations of the business? However, on closer inspection, there appear to be several problems with the embedded–peripheral dichotomy. Three major ambiguities of the embedded–peripheral dichotomy are focused on in this commentary. The first lies in the potential for significant ambiguity in whether a company falls in one category or the other based on how the totality of the organization's operations and functions are categorized. A company can have CSR built into their operations and strategies for part of their business (embedded) while have them not be built into their operations for different aspects of the operations or product strategies. The second ambiguity area is how CSR actions get defined as peripheral or embedded that does fit well with the actual importance level of the action to the organization. We look at an organization example (TOM Shoes) where peripheral CSR actions have significant impact on organizational success.

Effects of CSR Messages on Apparel Consumers’ Word-of-Mouth: Perceived Corporate Hypocrisy as a Mediator

2021 ◽  
pp. 0887302X2110559
Author(s):  
Gargi Bhaduri ◽  
Sojin Jung ◽  
Jung E. Ha-Brookshire
Keyword(s):  
Experimental Study ◽  
Corporate Social Responsibility ◽  
Word Of Mouth ◽  
Corporate Sustainability ◽  
Negative Word ◽  
Injunctive Norm ◽  
The Difference ◽  
Corporate Social ◽  
The Impact ◽  
The Relationship

This study focused on understanding how (mis)match between a company's corporate social responsibility claims as indicated in their mission and the activities it actually undertakes to meet its CSR goals leads to consumers’ corporate hypocrisy and how consumers’ CSR-CA beliefs moderate the relationship between the two. Using the Moral Responsibility Theory of Corporate Sustainability as a framework, this research analyzed the difference in corporate hypocrisy between consumers with high versus low CSR-CA tradeoff beliefs. In addition, we examined the impact of consumers’ corporate hypocrisy on their negative word-of-mouth intention and how participants’ injunctive norm impacts the relationship between the two. A sample of 538 adult US consumers were recruited for an online experimental study. The study extends the findings of MCRS and also provides implications for apparel businesses.

Sign in / Sign up

Export Citation Format

Share Document