Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust

Abstract

The aim of this study is to shed a light on millennial's consumers' intentionality to participate in cause-related marketing (CrM) campaigns. Building upon the previous literature on CrM, authors outline 6 determinants of consumer's intention to purchase products involved with CrM campaigns.Taking into consideration these determinants, the conceptual model was tested using SPSS and SmartPLS software. The findings of this study based on the 229 millennials, reveal that that company's perceived motivation, brand-cause fit, consumer-cause identification, type of product and frame of donation were relevant when it came to purchasing intention of products under CrM campaigns. These results reinforce the findings from previous literature and provide more specific information on the millennial generation. The current findings are useful for companies to develop better cause-related marketing campaigns targeted at this specific group of consumers. To reach the consumer more successfully, it was proved that absolute values provided to the cause are impactful in donators/clients' perception of the campaign and purchase intention of the products associated.

Research on the Effect of Online Marketing Based on Multimodel Fusion and Artificial Intelligence in the Context of Big Data

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