cause involvement
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2021 ◽  
Vol 13 (23) ◽  
pp. 13458
Author(s):  
Claire Heeryung Kim ◽  
Joonkyung Kim

Social enterprises aim to achieve both social and economic goals by reaching broader consumer segments through extensive assortments, but research into how this product proliferation strategy affects consumer response is scarce. In the current research we examine how consumers judge social enterprises providing large product assortments. Three experiments show that choice overload (i.e., having a decision difficulty when faced with many options) can be reversed among target consumers of social enterprises—specifically those whose involvement in a social cause is high. Because more-involved consumers view large assortments of cause-related products as an indicator of the company’s commitment to addressing social issues, they identify with the company and thereby form communal relationships. Thus, the consumers’ focus shifts from comparing options to helping the company, leading to reduced decision difficulty. The findings contribute to existing research on assortment size and the understanding of the information consumers use to evaluate the company’s commitment to social causes.


2021 ◽  
pp. 107769902110415
Author(s):  
Yujin Heo ◽  
Chang-Won Choi ◽  
Holly Overton ◽  
Joon K. Kim ◽  
Nanlan Zhang

Despite the importance of companies’ corporate social responsibility (CSR) efforts to support the issue of empowering women, little is known about which communication strategies are effective for a successful CSR initiative. This research investigated how CSR messages influences consumer evaluations of a CSR activity supporting women’s empowerment via consumers’ cause involvement by conducting two experimental studies. In Study 1, a 2 (CSR message type: in-group vs. out-group) × 2 (gender: female vs. male) online factorial experiment ( n = 140) was employed. The results indicate that consumers evaluated the CSR activity more positively when they were exposed to an in-group message than an out-group message. To increase the validity and explain the process by which CSR message types influence consumer evaluations of a CSR activity, Study 2 was conducted. Psychological distance manipulated by CSR campaign messages increased an individual’s level of cause involvement, which in turn influenced the individuals’ response to the CSR activities. Implications are discussed.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Soojin Kim ◽  
Yongjae Kim ◽  
Seungbum Lee ◽  
Younghan Lee ◽  
Eun Yeon Kang ◽  
...  

PurposeThis paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes toward the brand and social cause behavioral intentions. Additionally, by using the persuasion knowledge model (PKM) as the guiding framework, the moderating effects of ad perception on the proposed relationship were investigated.Design/methodology/approachBy using Amazon Mechanical Turk, a total of 291 usable surveys were retained for analysis. Following the participants' exposure to the Nike commercial, they completed a survey containing questions about advertising perception and their consequent responses to the advertisement. Structural equation modeling was used to test the conceptual model. Multigroup analysis was also performed to discover any moderating effects of consumers' advertising perception in endorsement effectiveness.FindingsThis study highlights the extensive impact of social cause involvement in the domain of celebrity endorsements, while attitudes toward the endorser are not a significant antecedent of celebrity endorsement effectiveness in the sport contexts. Additionally, this study demonstrates and confirms the presence of the moderating effects of advertisement perception on the proposed relationship. This supports the general premise of the PKM that consumers' attitudes and thoughts are influenced based on consumers' judgment of persuasion attempts.Originality/valueThe current study extends the line of research on the role of advertising perception in the domain of celebrity endorsement. In particular, this study found that the PKM is a theoretically sound model that can be used to predict sports fans' attitudinal and behavioral responses.


2021 ◽  
Vol 47 (2) ◽  
pp. 102038
Author(s):  
Weiting Tao ◽  
Zongchao Cathy Li ◽  
Zifei Fay Chen ◽  
Yi Grace Ji

2019 ◽  
Vol 5 (1) ◽  
pp. 26
Author(s):  
Rana Essam Shazly ◽  
Abeer A. Mahrous

Corporate Social Responsibility (CSR) has become a matter of interest for academics and practitioners especially in the form of Cause-Related Marketing (CRM). The paper aims to revisit CRM campaign dimensions shaping consumer responses in terms of attitude toward firms and purchase intention in a less research market such as Egypt. Exploratory qualitative interviews were employed of thirteen in-depth interviews and one focus group (seven participants) with Egyptians using on-demand ride services. The current study shed the lights on the main CRM campaign factors affecting purchase intention and firm attitude. Those factors are cause involvement, consumers’ participation effort, company-cause fit, corporate credibility, altruistic attribution, campaign feedback, socio-demographic dimensions, and skepticism. Results revealed that campaign feedback has a master effect on consumers’ attitudes and purchasing behavior and wasn’t studied heavily in the literature. Also, the importance of the cause itself and how consumers are personally involved in the social issue is of great concern. Consumers’ skepticism and degree of participation effort required from consumers result in negative effects on their attitude toward firms which in turn affect their purchase intention. Yet, managers should inform consumers by how the company is using their donations, additionally; they should hamper consumers’ skepticism and enhance their trust in the socially conscious brands. People have to be updated with the campaign’s achievement and progress on a regular base. Eventually, determining the antecedents of CRM campaigns would help managers in selecting the best partners for an effective social venture.


2019 ◽  
Vol 10 (1) ◽  
pp. 16-30 ◽  
Author(s):  
Vivek Aggarwal ◽  
Vinod Kumar Singh

PurposeCause-related marketing (CrM) through social campaigns is becoming one of the main strategic marketing tools for large businesses. The purpose of this study is to find out the significance of CrM for start-ups and to evaluate the moderating role of cause involvement of consumer on the impact of CrM campaigns on purchase intention of consumers.Design/methodology/approachBoth structural equation modelling and hierarchical analysis were used to evaluate the responses of 1,425 male and female consumers in India towards CrM campaign.FindingsThe results revealed that the effect of CrM campaigns on purchase intention of consumers is significantly moderated by consumers’ cause involvement. Thus, companies must extend support to causes having high consumer involvement.Research limitations/implicationsBased on their findings, the authors suggest finding out the effects of CrM on the long-term sustainability of the start-ups in more detail, especially in developing countries like India. The scope of this study is one country-based; thus, research findings may not be generalised.Practical implicationsSmall businesses that are able to understand the needs of their own communities and recognise that through their efforts they can bring large impact on social issues and will see success through their socially responsible mindset. Society today needs businesses to support good causes. The best model of CrM, especially for start-ups, is the one in which while making a payment for a service or purchasing a product, the consumer is asked to make an additional payment for the social cause.Social implicationsSociety today needs businesses to support good causes. CrM campaigns provide consumers a chance to help the less fortunate and do so in regular and convenient ways. The study indicates the importance of both corporate citizenship and social responsibility among small businesses.Originality/valueWhile the current results show that the majority of studies were based on large business, this paper shows that the CrM can be useful for start-ups, medium and small businesses also. The suggested model can be an innovative way to implement CrM without incurring any additional cost. The conclusions confirm within a wider context the role of cause involvement as a moderator of the purchase intention and can further assist start-ups and small-scale companies in designing better targeted CrM campaigns benefiting the society at large.


First Monday ◽  
2019 ◽  
Author(s):  
Elmie Nekmat ◽  
Hong Wen Ng

This study investigates individual motivations to contribute to charitable crowdfunding campaigns from the collective action perspective. A three-group post-test with control experiment (personal source: close friends, family v. impersonal: organizational source v. control: no known source) accounting for individual predispositions (cause involvement, altruism, attitude toward crowdfunding, prior experience) was done. No significant effect of source personalness was found. Instead, a main effect on likelihood to donate to a charitable crowdfunding campaign depends on whether there was a source or not to begin with — with no known source being less influential than a personal and an impersonal source. Post-hoc analysis revealed a moderation effect of cause involvement to motivate greater donation likelihood when the source is perceived to be more personal. Theoretical implications for future research and practical suggestions for prosocial online crowdfunding for charitable purposes are discussed.


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