How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification

PurposeLimited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.Design/methodology/approachData were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.FindingsThe three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.Practical implicationsThe findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.Originality/valueThis study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.

Food hygiene, public health education and citizenship in Britain, 1948–1967

This article examines food hygiene campaigns in Britain between 1948 and 1967, using these as a way to explore the making of health citizenship and the relationship between state and citizen. The projection of hygienic citizenship amalgamated old concerns around morality, modernity and cleanliness, as well as new issues surrounding the changing position of women, the home and the rise of consumerism. Other ways of thinking about citizenship, such as social citizenship and consumer citizenship, were incorporated within food hygiene campaigns. The success or otherwise of such efforts points to a complex re-working of the connections between public health and its publics.

CONSUMER WELL-BEING: PERAN BRAND AUTHENTICITY DAN DAMPAKNYA TERHADAP CONSUMER CITIZENSHIP BEHAVIOR

This article aims to deepen knowledge about the importance of the concept of consumer well-being in marketing research, as well as to build propositions related to the potential for consumer well-being and its consequences for marketing outcomes. Through an in-depth study of the existing literature, it can be revealed that CWB is an important construct in marketing research and consumer behavior. CWB measurement can be done by measuring consumer satisfaction which contributes to several positive states of consumers in the form of positive emotions, attachments, relationships, meaning, and achievement (PERMA). In addition, this article succeeded in building a proposition that brand authenticity can have a significant effect on CWB and marketing outcomes in the form of consumer citizenship behavior. The relationship between these variables is based on self-determination theory.