Evaluating cause‐marketing campaigns in the Indian corporate landscape: The role of consumer skepticism and consumer attributions of firm's motive

2019 ◽  
Vol 24 (3) ◽  
Author(s):  
Sunitha T. Ratnakaran ◽  
Manoj Edward
Keyword(s):  
Cause Marketing ◽  
Consumer Skepticism ◽  
Consumer Attributions

scholarly journals “When” Does It Pay to Be Good? Attributions Mediate the Way CSR Elements Impact on Consumer Responses, and Are Controllable

2021 ◽  
Vol 13 (11) ◽  
pp. 5869
Author(s):  
Athanasios Krystallis ◽  
Vlad Zaharia ◽  
Antonis Zairis
Keyword(s):  
Past Research ◽  
Consumer Response ◽  
Multiple Mediation ◽  
Consumer Responses ◽  
Mediating Role ◽  
Consumer Attributions ◽  
The Right ◽  
The Relationship ◽  
Experimental Survey

Responding to the appeal for more research on the contingencies that shape the relationship between CSR and corporate performance, this paper incorporates environmental CSR, sets up an experimental survey and employs multiple mediation analysis with the aim to test the mediating role of consumer attributions on the CSR elements–consumer responses relationship; and further to examine the degree to which attributions are controllable, i.e., specific CSR elements activate specific type of attributions. Results support that attributions have a strong predicting power on consumer outcomes. The right time of appearance and the appropriate amount of resources committed to a CSR campaign, through the dual type of attributions they activate (more positive, i.e., values-driven and less negative, i.e., egoistic), impact positively on consumer reactions. In this respect, the study adds to past research showing that attributions are controllable, i.e., specific CSR initiative characteristics of a impact on the dimensionality of attributions and, through that, on specific target-types of consumer responses. This study thus shows that the activation of a dual-level attributions’ system is ambivalent, dependent on the character of the CSR campaign. The fact that specific CSR elements (i.e., CSR Timing) activate dual-level CSR motives that act complementarily indicates that managers should be clear about the capabilities of the elements of their CSR initiatives and how much impact they expect those elements to have on consumer response.

Study of Consumer Brand Following Intention on Instagram

2021 ◽  
Vol 11 (2) ◽  
pp. 32-51
Author(s):  
Simran Kaur Madan ◽  
Payal S. Kapoor
Keyword(s):  
Social Media ◽  
Consumer Motivation ◽  
Media Usage ◽  
Consumer Skepticism ◽  
Consumption Decisions ◽  
The Social ◽  
Media Platform ◽  
Relationship Of ◽  
The Relationship

The research, based on uses and gratifications theory, identifies consumer motivation and factors that influence consumers' intention to follow brands on the social media platform of Instagram. Accordingly, this study empirically examines the role of need for self-enhancement, the need for entertainment, and deal-seeking behaviour on the intention to follow brands on Instagram. Further, the study investigates the mediation of social media usage behaviour for consumption decisions on eliciting brand following behaviour. Moderation of consumer skepticism on the relationship of deal-seeking behaviour, and intention to follow brands is also investigated. Findings reveal a significant direct effect of need for self-enhancement, need for entertainment, and deal-seeking behaviour on intention to follow brands. Indirect effect of social media usage behaviour for consumption decisions was also significant; however, moderation of consumer skepticism was not found to be significant. The study will help marketers create engaging content that enables consumer-brand interactions.

Zakah as tool for social cause marketing and corporate charity: a conceptual study

2019 ◽  
Vol 10 (1) ◽  
pp. 191-207 ◽  
Author(s):  
Shafiu Ibrahim Abdullahi
Keyword(s):  
Social Marketing ◽  
Corporate Image ◽  
Primary Data ◽  
Mathematical Economics ◽  
Content Type ◽  
Cause Marketing ◽  
Secondary Sources ◽  
Social Cause ◽  
Marketing Tool

Purpose This paper explores the role of Zakah in social cause marketing. Academic literature on Islamic economics, finance and management mostly deals with the links that exists between Zakah and consumption, neglecting important and strategic links with social cause marketing. This paper emanated from need to outline social cause and the charitable role of Zakah in promoting Halal businesses, poverty alleviation and sustainable development. Most works in the field of Zakah did not foresee the role of marketing. This is a misjudgement, as this work showed that Zakah yields large and measurable social gains to help the society and a firm. Design/methodology/approach Secondary sources were used in writing this paper. Available literature in the form of journals, books, manuals and reports was referred to. As a conceptual work, the paper does not test hypothesis or pretends to provide empirical evidences. It uses mathematical economics in arriving at some of the conclusions. Findings were derived through deductions and critical discourses, not through crunching of primary data. Findings The paper shows how Zakah, Halal consumption and corporate social responsibility are connected and highlights the role of Zakah as a social marketing tool. It shows how Zakah affects consumption through marginal propensity of Zakah recipients who spend Zakah money on basic needs. Research limitations/implications The paper looks at the broad aspects of Zakah and social marketing. How to make Zakah a pillar of Islamic firms’ social cause programs shall be the focus of future academic works in this area. Originality/value The paper is unique in drawing attention of Islamic firms to the effectiveness of Zakah in building a corporate image. It draws the attention of firms, activists, academics and governments to functions of Zakah that have not been studied in depth.

The Role of Severity in Consumer Attributions of Blame

2005 ◽  
Vol 17 (2-3) ◽  
pp. 33-50 ◽  
Author(s):  
Daniel Laufer ◽  
Kate Gillespie ◽  
Brad McBride ◽  
Silvia Gonzalez
Keyword(s):  
Consumer Attributions ◽  
Attributions Of Blame

Social Responsibility and the Olympic Games: The Mediating Role of Consumer Attributions

2010 ◽  
Vol 95 (4) ◽  
pp. 659-680 ◽  
Author(s):  
Matthew Walker ◽  
Bob Heere ◽  
Milena M. Parent ◽  
Dan Drane
Keyword(s):  
Social Responsibility ◽  
Olympic Games ◽  
Mediating Role ◽  
Consumer Attributions ◽  
The Olympic Games

scholarly journals Cause Marketing Effectiveness and the Moderating Role of Price Discounts

2014 ◽  
Vol 78 (6) ◽  
pp. 120-142 ◽  
Author(s):  
Michelle Andrews ◽  
Xueming Luo ◽  
Zheng Fang ◽  
Jaakko Aspara
Keyword(s):  
Cause Marketing ◽  
Price Discounts ◽  
Marketing Effectiveness ◽  
Moderating Role

CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive

2004 ◽  
Vol 33 (1) ◽  
pp. 30-42 ◽  
Author(s):  
Nora J. Rifon ◽  
Sejung Marina Choi ◽  
Carrie S. Trimble ◽  
Hairong Li
Keyword(s):  
Mediating Role ◽  
Consumer Attributions
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