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Articles

Vol. 6 No. 1 (2018)

A Comparative Study of Social Marketing and Social Cause-Related Marketing in Emerging Markets

Submitted
November 22, 2017
Published
2018-04-20

Abstract

This paper compares the effectiveness of social or cause related marketing by empirically investigating, from a consumer perspective, the nature of social and cause related marketing and its influence on purchase decisions at the individual level. Total 425 participated who are users of soap and oil in FMCG sector. These segment usages social and cause related marketing in emerging markets like India. Advertisements of three per brands are taken up for study.  The study shows that between two products of same cost and quality, people prefer to purchase the one promoting through social marketing not cause related marketing. People like watching advertisements incorporating social marketing more compared to cause related marketing. Both social/cause related   marketing motivates the consumer to purchase products from the same company and also recommend to others. The paper adds insight into how social or cause related marketing differ on brand alliance and subsequent effect on brand image, brand recommendation, brand loyalty, consumer perceptions, and purchase behaviour. A comparative study of two approaches has been done in emerging markets, which is destined for many global brands..It also extends our understanding of theoretical mechanisms of congruity theory and theory of planned behaviour in emerging markets like India.Key words: Social marketing; Cause related marketing; brand alliance; purchase intentions; comparative study

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