Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/21400
Registo completo
Campo DC | Valor | Idioma |
---|---|---|
dc.contributor.author | Guerreiro, J. | - |
dc.contributor.author | Loureiro, S. | - |
dc.date.accessioned | 2021-01-20T14:46:00Z | - |
dc.date.issued | 2020 | - |
dc.identifier.issn | 0957-8765 | - |
dc.identifier.uri | http://hdl.handle.net/10071/21400 | - |
dc.description.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. | eng |
dc.language.iso | eng | - |
dc.publisher | Springer | - |
dc.relation | UIDB/00315/2020 | - |
dc.rights | openAccess | - |
dc.subject | Cause-related marketing | eng |
dc.subject | Social network | eng |
dc.subject | Brand management | eng |
dc.subject | Cultural differences | eng |
dc.subject | Digital era | eng |
dc.title | Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries | eng |
dc.type | article | - |
dc.pagination | 1330 - 1342 | - |
dc.peerreviewed | yes | - |
dc.journal | Voluntas | - |
dc.volume | 31 | - |
degois.publication.firstPage | 1330 | - |
degois.publication.lastPage | 1342 | - |
degois.publication.title | Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries | eng |
dc.date.updated | 2021-01-20T14:41:56Z | - |
dc.description.version | info:eu-repo/semantics/acceptedVersion | - |
dc.identifier.doi | 10.1007/s11266-020-00282-x | - |
dc.subject.fos | Domínio/Área Científica::Ciências Sociais::Economia e Gestão | por |
dc.subject.fos | Domínio/Área Científica::Ciências Sociais::Sociologia | por |
dc.subject.fos | Domínio/Área Científica::Ciências Sociais::Ciências Políticas | por |
dc.subject.fos | Domínio/Área Científica::Ciências Sociais::Geografia Económica e Social | por |
dc.date.embargo | 2021-10-13 | - |
iscte.subject.ods | Erradicar a pobreza | por |
iscte.subject.ods | Erradicar a fome | por |
iscte.subject.ods | Reduzir as desigualdades | por |
iscte.identifier.ciencia | https://ciencia.iscte-iul.pt/id/ci-pub-75304 | - |
iscte.alternateIdentifiers.wos | WOS:000578104700001 | - |
iscte.alternateIdentifiers.scopus | 2-s2.0-85092449358 | - |
Aparece nas coleções: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
---|---|---|---|---|
CAUSE-RELATED MARKETING PAPER_versao aceite.pdf | Versão Aceite | 712,41 kB | Adobe PDF | Ver/Abrir |
Todos os registos no repositório estão protegidos por leis de copyright, com todos os direitos reservados.