Black friday and corporate philanthropy: word-of-mouth, consumer perception and attitude toward promotions

• Autor(a) principal: Doyen, Charline Anne Lucie
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/137999
• topic: Sustainability; Black friday; Corporate social responsibility; Consumer behavior; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Black Friday has become one of the biggest shoppingdaysworldwideand isconsidered by some as the emblem of consumerism. Variousactorsof the economy are trying to fightthis phenomenon using several means. This paper aims to test to what extent do corporate philanthropy and environmental concern in the context of Black Friday impact consumer behavior. To do so,all the data were collected using an online survey and asample of 211 responses was used.The results highlight that people who are concerned about the environment show a more negative attitude toward massive Black Friday promotions. Limitations of this paper could be the representativeness of the population and a potential brand effect. The results of this paper imply that as environmental concern is growing among the population, marketers and managers should be aware of this concern and adapt their strategies during Black Friday. Implementing massive promotions may no longer be to the taste of consumers and other alternatives must be explored in order to meet the needs of consumers in the best possible way.