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|Title:||Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries|
|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.|
|Access type:||Open Access|
|Appears in Collections:||BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica|
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|CAUSE-RELATED MARKETING PAPER_versao aceite.pdf||Versão Aceite||712,41 kB||Adobe PDF||View/Open|
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