Investigating the Effectiveness of Cause-Related Marketing Campaigns in Promoting Corporate Social Responsibility

Abstract

Purpose: This review research paper aims to examine the effectiveness of cause-related marketing campaigns in promoting corporate social responsibility (CSR). It investigates the impact of such campaigns on consumers' perceptions, attitudes, and behaviors towards socially responsible companies.

Theoretical framework: The study is grounded in the theoretical frameworks of corporate social responsibility, consumer behavior, and marketing communication. It explores the concepts of cause-related marketing, CSR communication, and the persuasive mechanisms that underpin these campaigns.

Design/Methodology/Approach: A comprehensive literature review is conducted, analyzing empirical studies, case studies, and theoretical articles that explore the impact of cause-related marketing on CSR. The research identifies common themes, methodologies, and gaps in the existing literature.

Findings: The findings reveal that cause-related marketing campaigns can positively influence consumers' perceptions of companies' CSR efforts, leading to increased purchase intentions, brand loyalty, and positive word-of-mouth. However, certain factors such as campaign authenticity, congruence between the cause and the brand, and consumers' skepticism can moderate the effectiveness of these campaigns.

Research, Practical & Social implications: This research contributes to both academic and managerial understanding of cause-related marketing and its impact on CSR. The findings highlight the importance of strategic planning and implementation of cause-related marketing campaigns to effectively communicate CSR initiatives to consumers. Moreover, the study emphasizes the need for transparency and authenticity in these campaigns to build trust and credibility among consumers.

Originality/value: This research paper provides a comprehensive review of the literature on cause-related marketing campaigns and their impact on corporate social responsibility. It synthesizes existing knowledge, identifies research gaps, and proposes future directions for research. The findings offer valuable insights for marketers and policymakers seeking to design and implement effective cause-related marketing campaigns.