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Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning

dc.contributor.authorCorrea E.A.J
dc.contributor.authorPalacio-López S.M
dc.contributor.authorSánchez-Torres J.A
dc.contributor.authorMartínez L.F.G
dc.contributor.authorZapata J.P.A
dc.contributor.authorFernández Y.L.H
dc.contributor.authorLopera C.P.
dc.date.accessioned2022-09-14T14:33:43Z
dc.date.available2022-09-14T14:33:43Z
dc.date.created2021
dc.identifier.issn24058440
dc.identifier.urihttp://hdl.handle.net/11407/7443
dc.descriptionThe aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data were analysed through the structural equation methodology using PLS data technical analysis. The results showed that, for millennials, marketing actions with a cause are effective in positioning the brands that carry them out favourably as long as requirements such as the alignment of their objectives with the social ideals and their closeness to millennials are met. Likewise, all the communication elements of the message will influence its effectiveness. This study provides new evidence on the attitudes of young millennials towards brands’ social marketing actions © 2021 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/bync-nd/4.0/)eng
dc.language.isoeng
dc.publisherElsevier Ltd
dc.relation.isversionofhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85120859354&doi=10.1016%2fj.heliyon.2021.e08150&partnerID=40&md5=fa4f5345ef4579b8d76883edfa077f60
dc.sourceHeliyon
dc.titleEffectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning
dc.typeArticle
dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.publisher.programMercadeo
dc.type.spaArtículo
dc.identifier.doi10.1016/j.heliyon.2021.e08150
dc.subject.keywordAdvertising messageeng
dc.subject.keywordBrandingeng
dc.subject.keywordMillennialseng
dc.subject.keywordSocial marketingeng
dc.relation.citationvolume7
dc.relation.citationissue10
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativas
dc.affiliationCorrea, E.A.J., Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Colombia, Grupo de Investigación Tetrix Marketing, Cra. 87 #30-65, Medellín,Antioquia, Colombia
dc.affiliationPalacio-López, S.M., Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Colombia, Grupo de Investigación Tetrix Marketing, Cra. 87 #30-65, Medellín,Antioquia, Colombia
dc.affiliationSánchez-Torres, J.A., Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Colombia, Grupo de Investigación Tetrix Marketing, Cra. 87 #30-65, Medellín,Antioquia, Colombia
dc.affiliationMartínez, L.F.G., Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Colombia, Grupo de Investigación Tetrix Marketing, Cra. 87 #30-65, Medellín,Antioquia, Colombia
dc.affiliationZapata, J.P.A., Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Colombia, Grupo de Investigación Tetrix Marketing, Cra. 87 #30-65, Medellín,Antioquia, Colombia
dc.affiliationFernández, Y.L.H., Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Colombia
dc.affiliationLopera, C.P., Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Colombia
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dc.type.coarhttp://purl.org/coar/resource_type/c_6501
dc.type.versioninfo:eu-repo/semantics/publishedVersion
dc.type.driverinfo:eu-repo/semantics/article
dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellín
dc.identifier.repourlrepourl:https://repository.udem.edu.co/
dc.identifier.instnameinstname:Universidad de Medellín


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