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How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification

How social media's cause-related marketing activity enhances consumer citizenship behavior: the... Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.Design/methodology/approachData were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.FindingsThe three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.Practical implicationsThe findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.Originality/valueThis study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Interactive Marketing Emerald Publishing

How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification

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References (63)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2040-7122
DOI
10.1108/jrim-01-2020-0014
Publisher site
See Article on Publisher Site

Abstract

Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.Design/methodology/approachData were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.FindingsThe three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.Practical implicationsThe findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.Originality/valueThis study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.

Journal

Journal of Research in Interactive MarketingEmerald Publishing

Published: Jan 25, 2023

Keywords: Perceived fit; Community identification; Consumer citizenship behavior

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