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Title: Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries
Authors: Guerreiro, J.
Loureiro, S.
Keywords: Cause-related marketing
Social network
Brand management
Cultural differences
Digital era
Issue Date: 2020
Publisher: Springer
Abstract: The purpose of the paper is to (i) analyze how different users of social media (Twitter) interact and spread cause-related communication and (ii) explore how people search for cause-related marketing campaigns online, allowing a comparison between individualist and collectivist cultures. A social network analysis was used to map the different types of networks created by online users. A second in-depth study on how online users search for cause-related marketing campaigns used a 5-year analysis. Online users in individualist countries are more engaged with a broader community than those in collectivist countries who focus their attention on a narrower set of CRM messages. These findings are useful insights for companies and charities, which should adopt different strategies depending on the culture.
Peer reviewed: yes
DOI: 10.1007/s11266-020-00282-x
ISSN: 0957-8765
Accession number: WOS:000578104700001
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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