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.
|Translated title of the contribution||Public or private products? The impact of cause-related marketing and product conspicuity on consumer response on social networking sites|
|Original language||Chinese (Traditional)|
|Number of pages||21|
|Journal||Journal of Global Scholars of Marketing Science: Bridging Asia and the World|
|Publication status||Published - 2018|
Bibliographical notePublisher Copyright:
© 2018 Korean Scholars of Marketing Science.
All Science Journal Classification (ASJC) codes
- Arts and Humanities (miscellaneous)
- Social Sciences (miscellaneous)