Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/21400
Autoria: | Guerreiro, J. Loureiro, S. |
Data: | 2020 |
Título próprio: | Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries |
Volume: | 31 |
Paginação: | 1330 - 1342 |
ISSN: | 0957-8765 |
DOI (Digital Object Identifier): | 10.1007/s11266-020-00282-x |
Palavras-chave: | Cause-related marketing Social network Brand management Cultural differences Digital era |
Resumo: | 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. |
Arbitragem científica: | yes |
Acesso: | Acesso Aberto |
Aparece nas coleções: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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CAUSE-RELATED MARKETING PAPER_versao aceite.pdf | Versão Aceite | 712,41 kB | Adobe PDF | Ver/Abrir |
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