当前位置: X-MOL 学术Psychology & Marketing › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Impact of cause-related marketing on consumer advocacy and cause participation: A causal model based on self-reports and eye-tracking measures
Psychology and Marketing ( IF 5.507 ) Pub Date : 2021-09-02 , DOI: 10.1002/mar.21590
Alberto Badenes‐Rocha 1 , Enrique Bigne 1 , Carla Ruiz 1
Affiliation  

Cause-related marketing improves corporate image and consumer attitudes toward brands. An important research gap is how the visual attention paid to cause-related cues in social media affect consumer attitudes and behaviors. In the present study, we analyze the moderating role of the visual attention paid to Instagram-based, cause-related posts on the impact of consumer perceptions (i.e., corporate image), beliefs (trust), and attitudes (i.e., corporate social responsibility [CSR] support) on behavioral intentions (i.e., cause participation, consumer advocacy, and intention to share posts) for fast-food restaurants. Data for the study were collected in a between-subjects experiment with 123 participants. Visual attention was measured using eye-tracking technology, and consumer attitudes and behavioral intentions through an online survey. The results show that the greater the attention paid to images (amount and duration of fixations) and the more revisits made lead to more positive attitudes and behaviors toward the cause and the company. On the other hand, the more time spent looking at the company's responses to negative user-generated content weakens the relationship between trust and consumer advocacy toward the company. These results can help practitioners design appropriate cause-related marketing strategies in social media.

中文翻译:

公益营销对消费者倡导和公益参与的影响:基于自我报告和眼动追踪测量的因果模型

公益营销改善了企业形象和消费者对品牌的态度。一个重要的研究空白是对社交媒体中原因相关线索的视觉关注如何影响消费者的态度和行为。在本研究中,我们分析了基于 Instagram 的、与事业相关的帖子的视觉关注对消费者认知(即企业形象)、信念(信任)和态度(即企业社会责任)的影响的调节作用[CSR] 支持)对快餐店的行为意图(即事业参与、消费者倡导和分享帖子的意图)。该研究的数据是在一项有 123 名参与者的受试者间实验中收集的。视觉注意力是使用眼动追踪技术、消费者态度和行为意图通过在线调查来衡量的。结果表明,对图像的关注越多(固定的数量和持续时间)和重访次数越多,对事业和公司的态度和行为就越积极。另一方面,花更多时间查看公司对负面用户生成内容的反应会削弱信任与消费者对公司的拥护之间的关系。这些结果可以帮助从业者在社交媒体中设计适当的因果相关营销策略。对负面用户生成内容的回应削弱了信任与消费者对公司的拥护之间的关系。这些结果可以帮助从业者在社交媒体中设计适当的因果相关营销策略。对负面用户生成内容的回应削弱了信任与消费者对公司的拥护之间的关系。这些结果可以帮助从业者在社交媒体中设计适当的因果相关营销策略。
更新日期:2021-09-02
down
wechat
bug