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Digital cause-related marketing campaigns
Journal of Indian Business Research Pub Date : 2020-02-10 , DOI: 10.1108/jibr-09-2019-0285
Meenakshi Handa , Shruti Gupta

With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions.,Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling.,The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign.,In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand.,The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.

中文翻译:

与数字事业相关的营销活动

随着人们日益关注三重底线的地球和人员规模,越来越多的公司正在使用因果相关营销(CRM)为所有利益相关者创造双赢局面。随着互联网和社交媒体访问的增长,印度消费者被邀请通过数字平台参加此类活动。本研究的目的是根据品牌与所宣传原因之间的契合度以及该活动所需的参与努力程度,检查消费者对精选数字CRM活动的看法,并进一步调查这两个变量之间的关系。消费者参与广告活动的意图,对其进行积极的口碑宣传以及他们的品牌购买意图。研究了消费产品领域的六个在线CRM活动。通过在线结构化问卷收集主要数据,该问卷提供了广告快照和每个CRM活动的简要说明。从现有文献改编了用于检查变量的项目。创建了三个版本的问卷,每个版本涉及六个运动中的两个。因此,每个受访者仅对与两个广告系列有关的项目做出响应。使用非概率抽样,总共收集了242个响应。该研究表明,对本研究中所包括的数字CRM活动的总体积极响应。它发现,对于接受审查的在线CRM活动,受访者认为品牌因果关系很高。要推广的原因与品牌活动范围之间的契合度是一个因素,需要考虑这一因素对消费者参与该广告活动的意愿以及参与该活动的积极口碑的意图的影响。该研究并未表明在线活动的参与努力与消费者行为意图之间存在显着关系。发现消费者的参与意愿和口口相传的意向与购买与该活动相关的品牌的意愿正相关。在设计有效的CRM活动的过程中,营销人员应利用创造力寻找共同点,以建立联系他们的业务或品牌,并推动事业发展。消费者倾向于感知原因和品牌之间的一致性,这会影响他们的行为反应。消费者不需要进行购买而是被邀请通过执行基于非交易的活动来支持某个原因的事实,也可能是消费者对这种CRM活动类型的积极反应的基础。这项研究提供了对有助于非购买型在线CRM活动获得消费者与该活动和品牌互动的有效性的因素的理解。结果为基于非交易的数字CRM活动及其之间的关系提供了重要的见解。品牌因果关系,感知的参与努力以及消费者行为意图的针对性变化。涉及消费者以品牌购买以外的其他形式参与的在线CRM活动是努力吸引客户参与的新兴领域,因此有必要进行进一步调查。
更新日期:2020-02-10
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