Public or private products? The impact of cause-related marketing and product conspicuity on consumer response on social networking sites

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

This study examined the effectiveness of cause-related marketing (CRM) and product conspicuity on social networking sites (SNSs). In addition, the moderating roles of self-monitoring were investigated. A 2 (CRM message: presence vs. absence) × 2 (Product type: conspicuous vs. inconspicuous) experimental design was employed. Results showed that CRM messages led to more favorable responses than non-CRM messages in the context of SNSs. In addition, the more conspicuous a product, the more effective a CRM message was. The moderating effect of self-monitoring was found in term of attitude toward the ad. Implications and future research were discussed.

Original languageEnglish
Pages (from-to)337-357
Number of pages21
JournalJournal of Global Scholars of Marketing Science: Bridging Asia and the World
Volume28
Issue number4
DOIs
Publication statusPublished - 2018

Bibliographical note

Publisher Copyright:
© 2018 Korean Scholars of Marketing Science.

All Science Journal Classification (ASJC) codes

  • Arts and Humanities (miscellaneous)
  • Marketing
  • Social Sciences (miscellaneous)

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