313
Views
0
CrossRef citations to date
0
Altmetric
Articles

Public or private products? The impact of cause-related marketing and product conspicuity on consumer response on social networking sites

公共产品还是私人产品?善因营销与产品显效性对社交网站消费者反馈的影响

, &
Pages 337-357 | Received 15 Oct 2017, Accepted 26 Feb 2018, Published online: 14 Sep 2018

References

  • Acikalin, S., Gul, E., & Develioglu, K. (2009). Conspicuous consumption patterns of Turkish youth: Case of cellular phones. Young Consumers, 10(3), 199–209.
  • Andrews, J. C., Durvasula, S., & Akhter, S. H. (1990). A framework for conceptualizing and measuring the involvement construct in advertising research. Journal of Advertising, 19(4), 27–40.
  • Andrews, M., Luo, X., Fang, Z., & Aspara, J. (2014). Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing, 78(6), 120–142.
  • Barone, M. J., Norman, A. T., & Miyazaki, A. D. (2007). Consumer response to retailer use of cause-related marketing: Is more fit better? Journal of Retailing, 83(4), 437–445.
  • Basil, D. Z., & Weber, D. (2006). Values motivation and concern for appearances: The effect of personality traits on responses to corporate social responsibility. International Journal of Nonprofit and Voluntary Sector Marketing, 11(1), 61–72.
  • Batra, R., Homer, P. M., & Kahle, L. R. (2001). Values, susceptibility to normative influence, and attribute importance weights: A nomological analysis. Journal of Consumer Psychology, 11(2), 115–128.
  • Batson, C. D., & Coke, J. S. (1981). Empathy: A source of altruistic motivation for helping. In J. P. Rushton & R. M. Sorren (Eds.), Altruism and helping behavior: Social, personality, and developmental perspectives (pp. 169–188). Hillsdale, NJ: Erlbaum.
  • Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand pur chase decisions. Journal of Consumer Research, 9(2), 183–194.
  • Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139–168.
  • Berger, I. E., Cunningham, P. H., & Drumwright, M. E. (2006). Identity, identification, and relationship through social alliances. Journal of the Academy of Marketing Science., 34(2), 128–137.
  • Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(4), 76–88.
  • Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9–24.
  • Bhattacherjee, A, & Sanford, C. (2006). Influence processes for information technology acceptance: an elaboration likelihood model. Management Information Systems Quarterly, 30(4), 805-825.
  • Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C., & Sanz-Blas, S. (2010). Consumer behavioural intentions in cause-related marketing: The role of identification and social cause involvement. International Review on Public and Nonprofit Marketing, 7(2), 127–143.
  • Bock, G. W., & Kim, Y. G. (2002). Breaking the myths of rewards: An exploratory study of attitudes about knowledge sharing. Information Resources Management Journal, 15(2), 14–21.
  • Boenigk, S., & Schuchardt, V. (2013). Cause-related marketing campaigns with luxury firms: An experimental study of campaign characteristics, attitudes, and donations. International Journal of Nonprofit and Voluntary Sector Marketing, 18(2), 101–121.
  • Boone, J. L. (1998). The evolution of magnanimity. Human Nature, 9(1), 1–21.
  • Bourne, F. S. (1957). Group influence in marketing and public relations. In R. Likert & S. P. Hayes (Eds.), Some applications of behavioral research. Basil, Switzerland: UNESCO.
  • Brønn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: An overview. International Journal of Advertising, 20(2), 207–222.
  • Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. The Journal of Marketing, 61, 68–84.
  • Burnett, J. J., & Wood, V. R. (1988). A proposed model of the donation decision process. Research in Consumer Behavior, 3, 1–47.
  • Business Korea. (2016). Corporate social responsibility: 44% of Korean enterprises increased spending on social contributions. Retrieved from http://www.businesskorea.co.kr/english/news/features/13462-corporate-social-responsibility-44-korean-enterprises-increased-spending-social
  • CauseGood. (2017). The case for cause marketing – Statistics for businesses & nonprofits. Retrieved from https://causegood.com/blog/cause-marketing-statistics/
  • Chaffey, D. (2017). Global social media research summary 2017. Retrieved from http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
  • Chang, C. T. (2008). To donate or not to donate? Product characteristics and framing effects of cause‐related marketing on consumer purchase behavior. Psychology & Marketing, 25(12), 1089–1110.
  • Chang, Y., Yu, H., & Lu, H. (2015). Persuasive message, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68, 777–782.
  • Cho, H. O. (2000). The effect of CRM message on consumers’ purchase decisions. Kobacco, 49, 231–249.
  • Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75.
  • Cone Communications. (2017). 2017 Cone communications CSR study. Retrieved from. http://www.conecomm.com/2017-cone-communications-csr-study-pdf.
  • Cornor. (2012). How strengthening people’s altruistic values can help change behavior. Retrieved from https://www.theguardian.com/sustainable-business/strengthening-altruistic-values-change-behaviour
  • Cui, Y., Trent, E. S., Sullivan, P. M., & Matiru, G. N. (2003). Cause-related marketing: How generation Y responds. International Journal of Retail & Distribution Management, 31(6), 310–320.
  • Dasilva, A. (2004). The 2004 cone corporate citizenship study. Boston: Cone Communications.
  • DMR. (2017). 90 amazing Facebook page statistics (July 2017). Retrieved from https://expandedramblings.com/index.php/facebook-page-statistics/#.WeOWNHeGPBI
  • Dreber, A., Rand, D. G., Fudenberg, D., & Nowak, M. A. (2008). Winners don’t punish. Nature, 452(7185), 348–351.
  • Drumwright, M. E. (1996). Company advertising with a social dimension: The role of noneconomic criteria. Journal of Marketing, 60(4), 71–87.
  • Dubé, J. P., Luo, X., & Fang, Z. (2016). Self-signaling and prosocial behavior: A cause marketing experiment. Marketing Research, 36(2), 161–186.
  • Engage For Good. (2017). Social impact statistics you should know. Retrieved from http://engageforgood.com/guides/statistics-every-cause-marketer-should-know/
  • Feldman, L. P, & Armstrong, G. M. (1975). Identifying buyers of a major automotive innovation. Journal Of Marketing, 39(1), 47-53. doi:10.2307/1250802
  • Foa, E. B., & Foa, U. G. (1980). Resource theory. In K. J. Gergen, M. S. Greenberg, & R. H. Willis (Eds.), Social exchange (pp. 77–94). Boston, MA: Springer.
  • Forbes. (2018). Cause marketing: How to position your company as a value-based brand. Retrieved from https://www.forbes.com/sites/forbescommunicationscouncil/2018/01/04/cause-marketing-how-to-position-your-company-as-a-value-based-brand/#277411d8ab68
  • Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. The International Review of Retail, Distribution and Consumer Research, 18(1), 45–61.
  • Gould, S. J. (1993). Assessing self-concept discrepancy in consumer behavior: The joint effect of private self-consciousness and self-monitoring. Advances in Consumer Research, 20(1), 419–424.
  • Gould, S. J., & Barak, B. (1988). Public self-consciousness and consumption behavior. The Journal of Social Psychology, 128(3), 393–400.
  • Grau, S. L., & Folse, J. A. G. (2007). Cause-related marketing (CRM): The influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Advertising, 36(4), 19–33.
  • Griskevicius, V., Tybur, J. M., Sundie, J. M., Cialdini, R. B., Miller, G. F., & Kenrick, D. T. (2007). Blatant benevolence and conspicuous consumption: When romantic motives elicit strategic costly signals. Journal of Personality and Social Psychology, 93(1), 85–102.
  • Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392–404.
  • Gulf, G. (2014). What people share on social networks – Statistics and trends. Retrieved from https://www.go-gulf.ae/blog/what-people-share-on-social-networks/
  • Hagtvedt, H., & Patrick, V. M. (2016). Gilt and guilt: Should luxury and charity partner at the point of sale. Journal of Retailing, 92(1), 56–64.
  • Hajjat, M. M. (2003). Effect of cause-related marketing on attitudes and purchase intentions: the moderating role of cause involvement and donation size. Journal Of Nonprofit & Public Sector Marketing, 11(1), 93-109. doi:10.1300/J054v11n01_07
  • Ham, S. Y., & Cho, C. H. (2012). A study on advertising effectiveness of fair trade messages: Focusing on consumer ethics, self-monitoring, and social proof message. Journal of Korean Marketing, 25(1), 267–288.
  • Hardy, C. L., & Van Vugt, M. (2006). Nice guys finish first: The competitive altruism hypothesis. Personality and Social Psychology Bulletin, 32(10), 1402–1413.
  • Holman, R. A. (1981). Infragravity energy in the surf zone. Journal of Geophysical Research: Oceans, 86(C7), 6442–6450.
  • Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice. Journal of Marketing Research, 43(3), 259–266.
  • Krishna, A. (2011). Can supporting a cause decrease donations and happiness? The cause marketing paradox. Journal of Consumer Psycology, 21(3), 338–345.
  • Lafferty, B. A. (2007). The relevance of fit in a cause–Brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447–453.
  • Landreth, S. (2002). For a good cause: The effects of cause importance, cause proximity, congruency and participation effort on consumers’ evaluations of cause related marketing (Unpublished doctoral dissertation). Louisiana State University, Louisiana.
  • Lee, S., & Morton, C. (2017). The effect of media-bound factors on cause-related marketing (CRM) audience's attitudes and behavioral intention. In T. Reichert, Proceedings of the 2017 Conference of the American Academy of Advertising (pp. 213-225), March 23-26, Boston. Lubbock: American Academy of Advertising.
  • Lee-Won, R. J., Shim, M., Joo, Y. K., & Park, S. G. (2014). Who puts the best “face” forward on Facebook?: Positive self-presentation in online social networking and the role of self-consciousness, actual-to-total friends ratio, and culture. Computers in Human Behavior, 39, 413–423.
  • Lim, R., Sung, Y. S., & Lee, W. (2015, February). Building a socially responsible image: an analysis of the fortune global 500 companies through their websites. American Marketing Association 2015 Winter Marketing Educators’ Conference, San Antonio, TX.
  • Lin, H. F. (2007). Effects of extrinsic and intrinsic motivation on employee knowledge sharing intentions. Journal of Information Science, 33(2), 135–149.
  • Livingstone, S. (2008). Taking risky opportunities in youthful content creation: Teenagers’ use of social networking sites for intimacy, privacy and self-expression. New Media & Society, 10(3), 393–411.
  • Ma, W., & Chan, A. (2014). Knowledge sharing and social media: Altruism, perceived online attachment motivation, and perceived online relationships commitment. Computers in Human Behavior, 39, 51–58.
  • Malaquias, R. F., Malaquias, F., & Hwang, Y. (2016). Effects of information technology on corporate social responsibility: Empirical evidence from an emerging economy. Computers in Human Behavior, 59, 195–201.
  • Mano, R. S. (2014). Social media, social causes, giving behavior and money contributions. Computers in Human Behavior, 31, 287–293.
  • Marcoux, J. S., Filiatrault, P., & Cheron, E. (1997). The attitudes underlying preferences of young, urban, educated polish consumers towards products made in western countries. Journal of International Consumer Marketing, 9(4), 5–29.
  • Miller, G. (2000). Sexual selection for indicators of intelligence. In Novartis foundation symposium (pp. 260–270). Chichester, NY: John Wiley.
  • Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1), 45–72.
  • Moon, G. (2014). Why people share: The psychology of social sharing. Retrieved from https://coschedule.com/blog/why-people-share/
  • Moorman, R. H., & Blakely, G. L. (1995). Individualism‐collectivism as an individual difference predictor of organizational citizenship behavior. Journal of Organizational Behavior, 16(2), 127–142.
  • Murphy, I. P. (1997). Pillsbury proves charity, marketing begins at home. Marketing News, 31(4), 16.
  • O’Cass, A. (2000). An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing. Journal of Economic Psychology, 21(5), 545–576.
  • O’Cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour, 4(1), 25–39.
  • Pater, J. D., Gadhavi, D. D., & Shukla, Y. S. (2017). Consumers’ responses to cause related marketing: Moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 14(1), 1–18.
  • Petty, R. E., & Cacioppo, J. T. (1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 37(10), 1915–1926.
  • Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135–146.
  • Polonsky, M. J., & Wood, G. (2001). Can the overcommercialization of cause-related marketing harm society? Journal of Macromarketing, 21(1), 8–22.
  • Pracejus, J. W., & Olsen, G. D. (2004). The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57, 635–640.
  • Rifon, N., & Trimble, C. S. (2002). An update on consumer involvement with products and issues: Thirty years later. In K. R. Evans, & L. K. Scheer, 2002 American Marketing Association Winter Educators' Conference, 13 (pp. 271-278), Feb. 22-25, Chicago, IL: American Marketing Association.
  • Ross, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing Science, 20(1), 93–97.
  • Seidman, G. (2013). Self-presentation and belonging on Facebook: How personality influences social media use and motivations. Personality and Individual Differences, 54(3), 402–407.
  • Smith, E. A., & Bird, R. B. (2005). Costly signaling and cooperative behavior. In H. Gintis, S. Bowles, R. Boyd, & E. Fehr (Eds.), Moral sentiments and material interests: The foundations of cooperation in economic life (pp. 115–148). Cambridge, MA: MIT Press.
  • Snyder, M., & Gangestad, S. (1986). On the nature of self-monitoring: Matters of assessment, matters of validity. Journal of Personality and Social Psychology, 51(1), 125–139.
  • Strahilevitz, M. A. (1999). The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand. Journal of Consumer Psychology, 8(3), 215–241.
  • Sullivan, L. A., & Harnish, R. J. (1990). Body image: Differences between high and low self- monitoring males and females. Journal of Research in Personality, 24(3), 291–302.
  • Thomas, M. L., Mullen, L. G., & Fraedrich, J. (2011). Increased word-of-mouth via strategic cause-related marketing. International Journal of Nonprofit and Voluntary Sector Marketing, 16(1), 36–49.
  • Varadarajan, R., & Menon, A. (1988). Cause-related marketing: A co-alignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58–74.
  • Veblen, T. (2007). The theory of the leisure class. Oxford: Oxford University Press.
  • Webb, D. J., & Mohr, L. A. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226–238.
  • Yoder, S. V. (2003). Cause-related marketing: Embracing a cause just makes good business sense. Retrieved from https://www.accountingweb.com/aa/standards/cause-related-marketing-embracing-a-cause-just-makes-good-business-sense
  • Youn, S, & Kim, H. (2008). Antecedents of consumer attitudes toward cause-related marketing. Journal Of Advertising Research, 48(1), 123-137. doi:10.2501/S0021849908080136
  • Zahavi, A. (1975). Mate selection-a selection for a handicap. Journal of Theoretical Biology, 53(1), 205–214.
  • Zhou, L., & Wong, A. (2008). Exploring the influence of product conspicuousness and social compliance on purchasing motives of young Chinese consumers for foreign brands. Journal of Consumer Behaviour, 7(6), 470–483.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.