Show simple item record

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
dc.relation.referencesAggarwal, V., Singh, V.K., Cause-related marketing and start-ups: moderating role of cause involvement (2019) J. Glob. Responsibil, 10 (1), pp. 16-30
dc.relation.referencesAlcaniz, E.B., Caceres, R.C., Perez, R.C., Alliances between brands and social causes: the influence of company credibility on social responsibility image (2010) J. Bus. Ethics, 96 (2), pp. 169-186
dc.relation.referencesAllende, E., Jovenes y habitos de consumo en turismo, 119 (2018) Revista De Estudios De Juventud, pp. 47-61. , http://www.injuve.es/sites/default/files/2018/41/publicaciones/3.-_jovenes_y_habitos_de_consumo_en_turismo.pdf, Marzo
dc.relation.referencesBecker-Olsen, K.L., A cross-cultural examination of global brands (2011) J. Int. Market, 19 (2), pp. 30-44
dc.relation.referencesBrand, P., Governing Inequality in the South through the Barcelona Model (2013) Interrogating Urban Crisis: Governance, Contestation, Critique, pp. 1-17. , www.bartlett.ucl.ac.uk/dpu/metrocables, September
dc.relation.referencesBuil, I., Martinez, E., Montaner, T., La influencia de las acciones de marketing con causa en la actitud hacia la marca (2012) Cuadernos de Economia y Direccion de la Empresa. ACEDE, 15 (2), pp. 84-93
dc.relation.referencesCalder, B.J., Burnkrant, R.E., Interpersonal influence on consumer behavior: an attribution theory approach (1977) J. Consum. Res, 4 (1), p. 29
dc.relation.referencesCampbell, M.C., Keller, K.L., Brand familiarity and advertising repetition effects (2003) J. Consum. Res, 30 (2), pp. 292-304
dc.relation.referencesCasalo, L.V., Flavian, C., Ibanez-Sanchez, S., Influencers on Instagram: antecedents and consequences of opinion leadership (2018) J. Bus. Res, , (October 2017)
dc.relation.referencesChilds, M., Woo, H., Kim, S., Sincerity or ploy? An investigation of corporate social responsibility campaigns (2019) J. Prod. Brand Manag, 28 (4), pp. 489-501
dc.relation.referencesCui, Y., Cause-related marketing: how generation Y responds (2003) Int. J. Retail Distrib. Manag, 31 (6), pp. 310-320
dc.relation.referencesDalziel, R., Bevan-Dye, A., Influence of product innovativeness and subjective norms on female generation Y students' attitudes towards beauty products (2019) Int. J. Innov. Creativ. Change, 5 (2), pp. 533-550
dc.relation.referencesDawn, V., Thomas, P., Generation Y values and lifestyle segments (2013) J. Consum. Market, 30 (7), pp. 597-606
dc.relation.referencesDiniso, C., Duh, H.I., Explaining generation Y South Africans' love and satisfaction with samsung phone brand using consumption value theory (2020) J. Afr. Business Routledg, pp. 1-14. , 00
dc.relation.referencesDuarte, P.A., Silva, S.C.e., The role of consumer-cause identification and attitude in the intention to purchase cause-related products (2018) Int. Market. Rev, 37 (4), pp. 603-620. , de O
dc.relation.referencesEastman, J.K., Smalley, K.B., Warren, J.C., The impact of cause-related marketing on millennials' product attitudes and purchase intentions (2019) J. Promot. Manag. Routledg, 25 (6), pp. 799-826
dc.relation.referencesFornell, C., Larcker, D.F., Evaluating structural equation models with unobservable variables and measurement error (1981) J. Market. Res, 18 (1), pp. 39-50
dc.relation.referencesGonzales-Miranda, D.R., Mitos y realidades de los millennials colombianos (2019) JSR Funlam J. Stud. Res, (4), pp. 16-19
dc.relation.referencesHair, J.F., When to use and how to report the results of PLS-SEM (2019) Eur. Bus. Rev, 31 (1), pp. 2-24
dc.relation.referencesHair, J.F., Howard, M.C., Nitzl, C., Assessing measurement model quality in PLS-SEM using confirmatory composite analysis (2020) J. Busi. Res. Elsevier, 109, pp. 101-110. , (December 2019)
dc.relation.referencesHair, J.F.J., (2014) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Long Range Planning, , Sage, Thousand Oaks, CA
dc.relation.referencesHenseler, J., Ringle, C.M., Sarstedt, M., A new criterion for assessing discriminant validity in variance-based structural equation modeling (2014) J. Acad. Market. Sci, 43 (1), pp. 115-135
dc.relation.referencesHensley, C., Diddi, S., Hyllegard, K., Millennial consumers' responses to cause-related marketing in support of LGBTQ homeless youth (2019) Soc. Sci, 8 (8), pp. 0-20
dc.relation.referencesHerrando, C., Jimenez-Martinez, J., Martin-De Hoyos, M.J., Tell me your age and I tell you what you trust: the moderating effect of generations (2019) Internet Res, 29 (4), pp. 799-817
dc.relation.referencesJamie, C., Engaging gen Y customers in online brand communities: a crossnational assessment (2021) Int. J. Inform. Manag. Elsevier Ltd, 56, p. 102252. , August 2020
dc.relation.referencesKa€rna€, J., Hansen, E., Juslin, H., Social responsibility in environmental marketing planning (2003) Eur. J. Market, 37 (5), pp. 848-871. , (/6)
dc.relation.referencesKaur, H., Anand, S., Segmenting Generation Y using the Big Five personality traits: understanding differences in fashion consciousness, status consumption and materialism (2018) Young Consum, 19 (4), pp. 382-401
dc.relation.referencesKelley, H.H., Attribution theory in social psychology (1967) Nebraska Symposium on Motivation, , U. of N. (Ed), Nebraska in Press
dc.relation.referencesKim, H.J., Kim, J.-I., Han, W.H., The effects ofcause-related marketing on company and brand attitudes (2005) Seoul J. Busi, 11 (2), pp. 83-117
dc.relation.referencesLee, J.Y., Johnson, K.K.P., Cause-related marketing strategy types: assessing their relative effectiveness (2019) J. Fash. Mark. Manag, 23 (2), pp. 239-256
dc.relation.referencesLerro, M., Cause related marketing among Millennial consumers: the role of trust and loyalty in the food industry (2019) Sustainability (Switzerland), 11 (2)
dc.relation.referencesOtzen, T., Manterola, C., Tecnicas de Muestreo sobre una Poblacion a Estudio (2017) Int. J. Morphol, 35 (1), pp. 227-232
dc.relation.referencesOzer, S., Oyman, M., Ugurhan, Y.Z.C., The surprise effect ofambientad on the path leading to purchase: testing the role of attitude toward the brand (2020) J. Market. Commun. Routledge, 26 (6), pp. 615-635
dc.relation.referencesPartouche, J., Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials: a regulatory focus approach (2020) Int. Market. Rev, 37 (5), pp. 923-943
dc.relation.referencesPauliene, R., Sedneva, K., The influence of recommendations in social media on purchase intentions of generations Y and Z (2019) Organizat. Market. Emerg. Econ, 10 (2), pp. 227-256
dc.relation.referencesSanchez Torres, J.A., Impact of gender on the acceptance of electronic word-of-mouth (eWOM) information in Spain (2018) Contadutia Adm, 63 (4), pp. 1-19
dc.relation.referencesSung, J., Yan, R.N., Predicting Clothing Behaviors of Generation Y Men through Self-Esteem and Body Dissatisfaction (2020) Fash. Text. Springer Singapore, 7 (1)
dc.relation.referencesSzykman, L.R., Bloom, P.N., Blazing, J., Does corporate sponsorship of a socially-oriented message make a difference? An investigation of the effects of sponsorship identity on responses to an anti-drinking and driving message (2004) J. Consum. Psychol, 14 (1-2), pp. 13-20
dc.relation.referencesThomas, S., Kureshi, S., Vatavwala, S., Cause-related marketing research (1988-2016): an academic review and classification (2020) J. Nonprofit Publ. Sect. Market. Routledge, 32 (5), pp. 488-516
dc.relation.referencesUrwin, R.S., Joao, E.A.S., Generation Y's perceived preference for green hotels (2020) Afric. J. Hospital. Tour. Leisure, 9 (2), pp. 1-20
dc.relation.referencesVelasco, J.C., Millennials as digital natives: examining the social media activities of the Philippine Y-generation (2020) Pertanika J. Soc. Sci. Humanit, 28 (3), pp. 1939-1957
dc.relation.referencesVan De Ven, B., An ethical framework for the marketing of corporate social responsibility (2008) J. Bus. Ethics, 82 (2), pp. 339-352
dc.relation.referencesWeiner, B., Attribution theory (2010) Int. Encycloped. Educ, 6 (1), pp. 558-563
dc.relation.referencesZdravkovic, S., Magnusson, P., Stanley, S.M., Dimensions of fit between a brand and a social cause and their influence on attitudes Intern. J. of Research in Marketing Dimensions of fi t between a brand and a social cause and their influence on attitudes (2010) Int. J. Res. Market. Elsevier B.V, 27 (2), pp. 151-160
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


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record