Cause-Related Marketing in the Digital Era: How Enterprises Can Deal with International Campaigns in Individualist Versu
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RESEARCH PAPERS
Cause-Related Marketing in the Digital Era: How Enterprises Can Deal with International Campaigns in Individualist Versus Collectivist Countries Joa˜o Guerreiro1,2
•
Sandra Loureiro1
Accepted: 26 September 2020 Ó International Society for Third-Sector Research 2020
Abstract The purpose of the paper is to (i) analyze how different users of social media (Twitter) interact and spread cause-related communication and (ii) explore how people search for cause-related marketing campaigns online, allowing a comparison between individualist and collectivist cultures. A social network analysis was used to map the different types of networks created by online users. A second in-depth study on how online users search for cause-related marketing campaigns used a 5-year analysis. Online users in individualist countries are more engaged with a broader community than those in collectivist countries who focus their attention on a narrower set of CRM messages. These findings are useful insights for companies and charities, which should adopt different strategies depending on the culture. Keywords Cause-related marketing Social network Brand management Cultural differences Digital era
& Joa˜o Guerreiro [email protected] Sandra Loureiro [email protected] 1
Instituto Universita´rio de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Av. das Forc¸as Armadas, 1649-026 Lisbon, Portugal
2
Instituto Universita´rio de Lisboa (ISCTE-IUL), ISTAR-IUL, Lisbon, Portugal
Introduction Cause-related marketing (CRM) emerged in the late 1970s as a form of corporate philanthropy based on the rationale of profit-motivated giving (Bergkvist and Zhou 2018). CRM can stimulate businesses to fund charities that encourage health and human services support, environmental protection and other causes by donating part of their profits (Grolleau et al. 2016). Past research within this field has been dedicated to analyzing the behavior of consumers toward CRM initiatives, the performance of CRM, or the perspective of CRM as viewed from non-profit organizations (e.g., Andrews et al. 2014; Chen and Huang 2016; Grolleau et al. 2016; Koschate-Fischer et al. 2016; Nelson and Vilela 2017). However, research exploring CRM’s broader relationships in different countries or regarding different consumer behaviors among different cultures in the digital context has been scarce (Kull and Heath 2016; Eteokleous et al. 2016; Mora and Vila 2018). Indeed, in this international business and market context cultural differences play an important role (Bent et al. 2007; Choi et al. 2016; Laroche 2017; Chebbi et al. 2017). Drawing from the dimensions of Hofstede et al. (2010), individualism versus collectivism (IDV) represents the degree to which people in a society are integrated into groups. In individualistic nations, the ties between individuals are loose and so people are expected to look after themselves and their immediate family. In collectivist countries, we find cultures in which people are integrated into strong, cohesi
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