Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries

Detalhes bibliográficos
Autor(a) principal: Guerreiro, J.
Data de Publicação: 2020
Outros Autores: Loureiro, S.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/21400
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.
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spelling Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countriesCause-related marketingSocial networkBrand managementCultural differencesDigital eraThe 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.Springer2021-10-13T00:00:00Z2020-01-01T00:00:00Z20202021-01-20T14:41:56Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/21400eng0957-876510.1007/s11266-020-00282-xGuerreiro, J.Loureiro, S.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:50:23Zoai:repositorio.iscte-iul.pt:10071/21400Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:24:50.074760Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries
title Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries
spellingShingle Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries
Guerreiro, J.
Cause-related marketing
Social network
Brand management
Cultural differences
Digital era
title_short Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries
title_full Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries
title_fullStr Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries
title_full_unstemmed Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries
title_sort Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries
author Guerreiro, J.
author_facet Guerreiro, J.
Loureiro, S.
author_role author
author2 Loureiro, S.
author2_role author
dc.contributor.author.fl_str_mv Guerreiro, J.
Loureiro, S.
dc.subject.por.fl_str_mv Cause-related marketing
Social network
Brand management
Cultural differences
Digital era
topic Cause-related marketing
Social network
Brand management
Cultural differences
Digital era
description 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.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-01T00:00:00Z
2020
2021-10-13T00:00:00Z
2021-01-20T14:41:56Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/21400
url http://hdl.handle.net/10071/21400
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 0957-8765
10.1007/s11266-020-00282-x
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Springer
publisher.none.fl_str_mv Springer
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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