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.
| 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) |
| Pages (from-to) | 337-357 |
| Number of pages | 21 |
| Journal | Journal of Global Scholars of Marketing Science: Bridging Asia and the World |
| Volume | 28 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2018 |
Bibliographical note
Publisher Copyright:© 2018 Korean Scholars of Marketing Science.
All Science Journal Classification (ASJC) codes
- Marketing
- Arts and Humanities (miscellaneous)
- Social Sciences (miscellaneous)