Journal articles on the topic 'Social responsible marketing'
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Mandal, Pratap Chandra. "Socially-Responsible Target Marketing and Marketing Communications." International Journal of Social Ecology and Sustainable Development 13, no. 1 (January 2022): 1–16. http://dx.doi.org/10.4018/ijsesd.293247.
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Companies are in business to generate revenues and profits and achieve business excellence. Now-a-days, companies are becoming sensitive towards their social responsibilities of ensuring not only consumer welfare but also the welfare of all stakeholders including the society at large. Companies do target marketing and marketing communications to communicate about their offerings to target markets. They adopt socially responsible target marketing, marketing communications, and advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices in fashion advertising and in cosmetics industry. Companies adopt advertising campaigns for social causes, socially responsible sales promotion, and personal selling. Companies should ensure consumer privacy, safety, and security. Various stakeholders want to be assured that businesses care about their welfare. Businesses should ensure consumer welfare and welfare of the society at large. This will allow them to achieve business excellence and stay ahead in the competition.
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Mandal, Pratap Chandra. "Socially-Responsible Marketing Communications." Journal of Media Management and Entrepreneurship 3, no. 1 (January 2021): 1–17. http://dx.doi.org/10.4018/jmme.290301.
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Companies require generating revenues and profits to sustain in the competition and to achieve business excellence. At the same time, companies should be aware about and acknowledge the responsibilities towards their target markets and the society at large. Companies do socially responsible target marketing and marketing communications to communicate about their offerings to target markets. They adopt and communicate socially responsible advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices in fashion advertising and in cosmetics industry. Companies adopt marketing communications for social causes which include socially responsible sales promotion and personal selling. Companies should respect consumer privacy and security and ensure consumer safety. Various stakeholders want to be assured that businesses care about their welfare and are working towards ensuring it. Businesses should also ensure welfare of the society at large. This will allow them to achieve business excellence and to stay ahead in the competition.
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Paužuolienė, Jurgita, and Daiva Viningienė. "Socially responsible marketing impact to organizations implementing socially responsibility." Management Theory and Studies for Rural Business and Infrastructure Development 36, no. 3 (October 14, 2014): 616–26. http://dx.doi.org/10.15544/mts.2014.058.
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This, article analyze the social responsible marketing, its benefits and importance of organizations implementing social responsibility. Social marketing is defined as an ethical corporate governance orientation in order to meet the needs of the public, consistent with the public interest. Research problem: what impact and how social responsible marketing makes for organizations implementing social responsibility. Aim of the research. Analyze the impact of social responsible marketing, providing examples of the organizations implementing social responsibility, benefits and importance. Research methods: literature analysis, synthesis, documents analyze. Social responsible organizations examples illustrate how organizations integrate their activities in a social responsible marketing. Emphasis, that social responsible marketing impact on social responsible organization's image, reputation, customer satisfaction with the service / product.
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Ilic, Milena, Branislav Radnovic, and Zoran D. Zivkovic. "SOCIALY RESPONSIBLE MARKETING - YESTERDAY AND TODAY." Journal of Economic Development, Environment and People 1, no. 3 (December 22, 2012): 59. http://dx.doi.org/10.26458/jedep.v1i3.28.
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Several factors direct the companies to apply a higher level of corporate social responsibility: the increasing expectations of customers, changes in expectations of employees, laws and government pressure, investor interest in the social criteria and changes in supply practicesThe basic principles of socially responsible marketing as an ethical business, respect for ecological principles and respect for the legislation. Organizations must ensure that all employees know and observe the relevant laws.Companies must adopt and make available to the written rules of ethics, to develop tradition of ethical conduct in the company and impose a responsibility to his men to follow ethical and legal guidelines.By adopting these or similar principles, companies can create opportunities to reduce current and future costs, strengthen competitiveness and market position and achieving greater profits.In contemporary business, more ecological component is present in the execution of business activities as an important prerequisite for improving competitive advantage and company image. Awareness of the issue of environmental protection in companies has evolved primarily as a result of the influence of customers and various non-governmental and non-profit organizations on marketing orientation of companies, and the requirements for the development of products and services that meet environmental standards and consumer needs.
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Bandyopadhyay, Chinmoy, and Subhasis Ray. "Responsible Marketing: Can Social Enterprises Show the Way?" Journal of Nonprofit & Public Sector Marketing 31, no. 2 (October 16, 2018): 164–83. http://dx.doi.org/10.1080/10495142.2018.1526738.
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SADCHENKO, O. V., and M. S. NICHITAILOVA. "ENVIRONMENTALLY RESPONSIBLE MARKETING IN NATURAL USE." Economic innovations 20, no. 4(69) (December 20, 2018): 148–59. http://dx.doi.org/10.31520/ei.2018.20.4(69).148-159.
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Topicality. Each year, the issue of environmental responsibility of the business is becoming more and more relevant both in Ukraine and abroad, which is connected with globalization, increasing the threat of technogenic and environmental disasters, updating healthy lifestyles, socializing labor relations, etc. In today's economic environment, environmental liability is only a component of social responsibility. However, it should not be forgotten that during the period when the concept of social responsibility emerged, it was the environmental focus that was prioritized. In the holy of this, and ecological marketing of nature, as a kind of human activity aimed at meeting needs through exchange, should be environmentally responsible towards the consumer and producer of human goods. Underestimation of natural resources and environmental damage leads to distortion of indicators of economic development and progress, accompanied by the choice of inefficient socio-economic direction. In general terms, the concept of environmentally responsible business refers to the activity of each individual citizen, business structures that benefits the environment (or reduces the negative impact on the environment). In addition, this activity is not limited to certain laws and mandatory measures. The higher the economic value of natural objects, the greater the likelihood that the economic decisions made in various projects and programs will be ecologically balanced, take into account the priorities of environmental protection and the conservation of natural resources.Aim and tasks. The purpose of the article is to identify the conceptual foundations and methodological principles of environmentally responsible marketing in environmental management. To do this, the concept and essence of the concept of environmental responsibility, the tools for practical implementation of environmental responsibility of business and the methodology for assessing environmental liability should be defined. At the same time, despite the growing widespread adoption of the principles of corporate social responsibility and the recognition of the benefits that they give to both entrepreneurs and society, the limits of social responsibility remain rather blurred. Assessment of the level of implementation of environmental liability in the practice of enterprise management is proposed on the basis of an analysis of the impact of its activities on the environment.Research results. The conceptual bases and methodical principles of conducting ecologically responsible marketing in environmental management are considered. The concept of social responsibility is used in many spheres of activity, but only in the business context, pointing to specific areas of development, it becomes clear wording. This allows researchers and professionals to split CSR into specific types. The economic component is the most controversial and complex. Its sustainability and effectiveness depends on the role that the organization assumes, as well as the methodology for defining and measuring end-points. The ecological aspect of social responsibility exists in the block of economic responsibility of the enterprise, in legal liability, in the block of ethical responsibility, and also the aspect of sustainable development in the philanthropic block was allocated, and all three main components: economic, ecological and social are in close interconnection and interdependence . Social responsibility of entrepreneurship in the field of ecology, that is, environmental responsibility, becomes a vital factor of competition, since it is the level of environmental responsibility of business in the near future will determine the position of a company in the international market and in the eyes of consumers of its products. The advantages of implementing ecological activity within the framework of socially responsible work of the enterprise are considered. The tools of practical implementation of ecological responsibility of business are offered. Environmentally responsible marketing should use the following tools to address sustainable development issues: environmental impact assessment when developing strategies and plans for economic development; environmental audit; environmental insurance; certification for compliance with environmental standards; social and environmental reporting.Conclusions. There is no single approach to assessing the level of environmental responsibility of an enterprise, no normative document contains a single methodology for its definition. In our opinion, the overall level of environmental responsibility of an enterprise should be determined taking into account the impact of various economic, environmental and organizational factors through the integrated indicator of the overall level of economic responsibility of the enterprise, based on three partial integral ratios, namely: the integral coefficient of environmental damage; integral coefficient of influence of economic factors; the integral factor of the impact of environmental and economic factors.
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George, R., and N. Frey. "Creating change in responsible tourism management through social marketing." South African Journal of Business Management 41, no. 1 (March 31, 2010): 11–23. http://dx.doi.org/10.4102/sajbm.v41i1.510.
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The global threat of climate change, diminishing natural resources and significant socio-economic inequalities is forcing companies and individuals to evaluate the impact they are having on the natural, social and economic environments. This trend has led to an increased availability and demand for socially, environmentally and economically responsible products. The tourism industry relies heavily on the sustained beauty and hospitality of the places and communities it operates in and has come under pressure to manage its negative impacts. Change in the industry has, however, been limited. This paper investigates the current attitudes and perceptions of tourism business owners in Cape Town towards responsible tourism management (RTM) practices in order to develop social marketing strategies that can influence positive behaviour change in management. Cape Town as an internationally acclaimed top tourism destination needs to urgently address its low levels of responsible tourism evidence. Survey data of 244 tourism businesses was used to statistically test what factors are causing the low levels of RTM practices in Cape Town. Findings suggest that despite general positive attitudes towards RTM, tourism businesses are not investing time and money into changing management practices. This is a common emerging market phenomenon where resource constraints negatively impact the relationship between what businesses would like to do and what actually gets done. Factors such as the perceived cost of RTM, a highly competitive environment and a perceived lack of government support are further negatively influencing this relationship. Recommendations are made as to how social marketing can be used to encourage businesses to adopt RTM practices by reducing the perceived and actual costs of implementing RTM. The paper discusses what channels should be implemented to facilitate change.
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Seretny, Marek, and Aleksandra Seretny. "Sustainable Marketing - a new Era in the Responsible Marketing Development." Foundations of Management 4, no. 2 (December 1, 2012): 63–76. http://dx.doi.org/10.2478/fman-2013-0011.
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Abstract The purpose of this paper is to draw to the attention of those involved in marketing - scientists, educators, researchers, marketers, and professionals dealing with the implementation of marketing processes - the responsibility which rests upon them in the face of rapid social change worldwide through increasing global economic turbulence, a continuously widening gap between rich and poor societies as well as the galloping degradation of the natural environment. The paper is a critical analysis and literature review of marketing covering recent studies on marketing issues in relation to the concept of sustainability. Faced with increasing criticisms of a one-dimensional profit driven approach, the marketing concept requires rebranding to address issues of sustainability. Intense strategic discussion is required concerning the need to change attitudes that promote and implement modern marketing, starting from changes in the consumption model through the creation of commercial proposals, which will positively shape the future of both market exchange and social life. Moreover, it is postulated that marketers present to consumers an attitude of active and responsible management, as well as openness and honesty in market communication. The article introduces discussion on sustainable marketing and its fundamental importance in the development of marketing theory in Poland; taking into account current debates voiced in Poland - often based on imprecise interpretation of the marketing process. There exists therefore, a need for a thorough analysis and standardisation of understanding marketing theory and consequently the introduction of new concepts and new practices into the marketing process.
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Mitchell, Alex, Judith Madill, and Samia Chreim. "Marketing and social enterprises: implications for social marketing." Journal of Social Marketing 5, no. 4 (October 12, 2015): 285–306. http://dx.doi.org/10.1108/jsocm-09-2014-0068.
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Purpose – The purpose of this paper is to build understanding of the concept of social enterprise in the social marketing community and to report on empirical research designed to develop an understanding the perceptions and practices of marketing within social enterprises. This addresses a significant gap in the current literature base and also provides insights for social marketers seeking to pursue social change initiatives through social enterprise. Design/methodology/approach – This empirical investigation uses a qualitative investigation of 15 social enterprises informed by a grounded theory approach. Researchers conducted interviews with senior decision-makers responsible for marketing activities and strategic policy, and gathered additional data regarding the organizations in the form of archival materials, including strategic planning documents, promotional materials and firm-generated online content. Findings – Strategic marketing practices used by social enterprises are shaped by moral, pragmatic and cognitive legitimacy influences stemming from imperatives to achieve congruence with institutional norms. This study exposes the challenges social enterprises face in developing strategic marketing activities that address business needs, while balancing stakeholder interests linked to the social missions of such organizations. Research limitations/implications – This qualitative study pursues depth of understanding through focused investigation of a small, regional sample of Canadian social enterprises. The findings demonstrate that social enterprises are similar to both not-for-profit and small- and medium-sized firms in terms of their marketing approaches, but face particular institutional legitimacy challenges when developing and implementing strategic marketing activities. Practical implications – This paper highlights the influences of institutional legitimacy on marketing practices and approaches in social enterprises. Understanding these influences is crucial for social marketing practitioners, as they develop strategic activities. The findings from the research provide a baseline upon which to begin to build both our theoretical and practical understanding of the potential utilization of social marketing through social enterprises. Social implications – Understanding the challenges social enterprises face in developing their strategic marketing activities provides deeper insights into social enterprises for social marketers, who might consider using social marketing in such organizations to achieve social change. Originality/value – This paper offers empirical evidence grounded in depth investigations of 15 social enterprises operating in a Canadian context. The findings help to extend our understanding of the complex institutional influences impacting marketing practices within social enterprise organizations. These institutional influences help to attune social marketers to the potential opportunities and challenges of using social enterprise as an organizational form for launching social marketing programs.
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Curley, Christina B., and Nadia Abgrab Noormohamed. "Social Media Marketing Effects On Corporate Social Responsibility." Journal of Business & Economics Research (JBER) 12, no. 1 (December 31, 2013): 61. http://dx.doi.org/10.19030/jber.v12i1.8379.
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Todays customers are marketing representatives, product designers, intimate and privileged friends of the company, and de facto managers sitting in at a corporate retreat; they are major stakeholders who bring the concept of corporate social responsibility to the forefront. Since sustainability, connection with community and serving society are expectations consumers require from companies from which they buy, work, and invest; companies must continually look for innovative methods to communicate their alignment of socially responsible policies into their strategic plan. While such concepts are rooted in a collaborative mission, social media marketing is a natural platform for cultivating and instilling such corporate messages.
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Bhattacharya, CB. "Responsible Marketing: Doing Well by Doing Good." GfK Marketing Intelligence Review 8, no. 1 (May 1, 2016): 8–17. http://dx.doi.org/10.1515/gfkmir-2016-0002.
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Abstract Business value and social or environmental values can go hand in hand. If companies not only create socio-environmental value by caring for people and our planet, but also drive business value and profit through such initiatives, then CSR or corporate social responsibility can be a source of competitive differentiation and advantage. In such companies, sustainability initiatives are close to the core businesses which leverage the competencies of the company and in line with company values and principles. While some stumbling blacks need to be mastered on the way, many companies have applied this concept successfully. The business value created by CSR initiatives ranges from employee and customer loyalty, positive word of mouth, resilience to negative information about the company and several other coveted business outcomes. To integrate CSR successfully, management should be committed to its causes, integrate all stakeholders in the initiatives and communicate about projects in an open, honest and authentic way. Much like other aspects of marketing strategy, there is a need to monitor and measure sustainability efforts to tune activities and insure overall success.
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Yefremova, N. "Marketing aspects of corporate social responsibility in the context of innovative development of business structures." Galic'kij ekonomičnij visnik 66, no. 5 (2020): 155–61. http://dx.doi.org/10.33108/galicianvisnyk_tntu2020.05.155.
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In the era of innovations business operation on the principles of socially responsible marketing is becoming more and more important. Socially responsible marketing is the responsibility for business activities to society. In Ukraine, the use of socially responsible marketing is free choice. In foreign countries, socially responsible marketing is a self-regulating norm of doing business. Most foreign companies understand this type of marketing as being honest with the company's mission, values and business principles, compliance with the law, taking into account national and cultural values, as well as socio-political events; responsibility for product consumption, prohibition to associate product consumption with personal or professional success; compliance with codes of practice, rules and norms of behavior, providing product samples. The principles of behavior in the market of large well-known companies from the standpoint of socially responsible marketing are analyzed in this paper in detail. The analysis is carried out on the basis of marketing concepts – traditional, socio-ethical, social, environmental, as well as A. Maslov’s theory of needs, M. Friedman’s theory of corporate selfishness of. There is the need to focus modern domestic management on the business structures management system based on the concept of socially responsible marketing. Its creation will bring the process of business structures management to a qualitatively new level. As an element of strategic management, social responsibility implies obtaining economic, social and environmental performance in the context of corporate sustainability. The introduction of the principles of socially responsible marketing in business entities activities should result in the improvement of its reputation, increase of its image and recognition; should contribute to brand strengthening, new markets entry, increase of innovative activity, consumer confidence, share value and investment opportunities, attraction of new consumers. In addition, it should result in the growth of economic and social efficiency, competitiveness.
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Smith, N. Craig, Guido Palazzo, and C. B. Bhattacharya. "Marketing’s Consequences: Stakeholder Marketing and Supply Chain Corporate Social Responsibility Issues." Business Ethics Quarterly 20, no. 4 (October 2010): 617–41. http://dx.doi.org/10.5840/beq201020440.
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ABSTRACT:While considerable attention has been given to the harm done to consumers by marketing, less attention has been given to the harm done by consumers as an indirect effect of marketing activities, particularly in regard to supply chains. The recent development of dramatically expanded global supply chains has resulted in social and environmental problems upstream that are attributable at least in part to downstream marketers and consumers. Marketers have responded mainly by using corporate social responsibility (CSR) communication to counter the critique of CSR practice, but these claims of ethical corporate behavior often lack credibility and can result in a backlash against brands. The article argues that more adequate attention to the harmful upstream effects of downstream marketing and consumption decisions requires greater attention to stakeholder marketing and marketer efforts to help create responsible consumers. It concludes by identifying implications for further research in this important emergent area of marketing ethics.
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Smith, Anne M., and Terry O'Sullivan. "Environmentally responsible behaviour in the workplace: An internal social marketing approach." Journal of Marketing Management 28, no. 3-4 (March 2012): 469–93. http://dx.doi.org/10.1080/0267257x.2012.658837.
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Carrigan, Marylyn, Caroline Moraes, and Sheena Leek. "Fostering Responsible Communities: A Community Social Marketing Approach to Sustainable Living." Journal of Business Ethics 100, no. 3 (December 8, 2010): 515–34. http://dx.doi.org/10.1007/s10551-010-0694-8.
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Lialiuk, Alla, Andrii Kolosok, Olena Skoruk, Liliia Hromko, and Nataliia Hrytsiuk. "Consumer packaging as a tool for social and ethical marketing." Innovative Marketing 15, no. 1 (March 23, 2019): 76–88. http://dx.doi.org/10.21511/im.15(1).2019.07.
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Producing consumer packaging, which would meet the modern requirements in a comprehensive manner, while ensuring the needs of a consumer, a manufacturer and society as a whole, is currently one of the most important issues. In the context of developing a socially responsible society, the transition from classical marketing schemes to the social and ethical marketing is important for producers. The article defines the features of consumer packaging as a marketing tool based on theoretical generalization and survey among the city of Lutsk residents. The author’s vision of the packaging strategy and the product strategy interaction in the context of socially oriented marketing is presented. The possible options of packaging recycling are outlined: use of returnable packaging; utilization of packaging and the use of appropriate materials that are subject to recycling; use of packaging for other purposes.
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Rebrova, V. V. "Social Advertising as Instrument of Social Marketing and Way of Formation of the Positive Image of the Brand." Humanities and Social Sciences. Bulletin of the Financial University 9, no. 4 (December 4, 2019): 148–52. http://dx.doi.org/10.26794/2226-7867-2019-9-4-148-152.
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The relevance of the brought-up subject consists that in this paper I considered work social marketing as a part of the global strategy of a brand, emphasised differences between social and commercial marketing, and described social advertising as the instrument of social marketing on the creation of a positive image of a brand. As the argument in favour of our statements, I attracted gave materials of research of the international network advertising agency McCann Erickson, and also gave real examples of socially responsible brands. The purpose of work is the identification of opportunities for social advertising for the formation of a positive image of a brand. My tasks consist of defining differences between social and commercial marketing, of reviewing examples of socially responsible brands, of analysing results of a research of the international advertising agency. The object in the article is social advertising as the instrument of social marketing. The practical importance of work is that materials of the article can be used by experts of social work in is information — the preventive purposes and to be useful to marketing specialists. The analysis of social advertising allowed to assume that in modern society, the new phenomenon — along with actually social advertising gained development, arose and successfully the social component of commercial develops.
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Barsova, Oksana. "EVOLUTION OF SOCIALLY RESPONSIBLE MARKETING IN RUSSIAN SERVICE SECTOR." CBU International Conference Proceedings 5 (September 22, 2017): 19–22. http://dx.doi.org/10.12955/cbup.v5.895.
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Though evidence of socially responsible behavior of companies appeared to be indisputable, the most problematic for any company is to align it with the employed marketing strategy and enhance the opportunities it can provide for creating competitive advantage and further innovation. Corporate social initiatives are often disconnected and fragmented, which causes constraints to analyze their prospects to cut expenses and increase revenues. The statistical data of a period of over four years show the continual growth in Russian service sector which can provide resources for “world-positive” business initiatives. Though authorities traditionally and usually force the ways of engaging business in financing social programs, the image of a socially responsible and environmentally friendly business provides opportunities for a sustainable upturn in Russian service sector.
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Rybina, Olena I., Nataliia E. Letunovska, and Aleksandra Kuzior. "Socially responsible marketing as a way to increase the competitiveness of business entities." Mechanism of an Economic Regulation, no. 1 (2020): 86–96. http://dx.doi.org/10.21272/mer.2020.87.07.
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With the development of a market economy, there are problems of balancing the interests of all participants in production, consumers, and society as a whole. This arouses interest in the concept of socially responsible marketing, which allows companies to focus on sustainable development and social values in solving business problems. The purpose of the article is to study the implementation of the concept of socially responsible marketing by business entities. The article considers the main aspects of the concept of socially responsible marketing, its importance for businesses. Related areas of research related to socially responsible marketing are identified based on bibliometric analysis of articles published in the Scopus database from 2010 to 2019 using VOSviewer software. It was found that the largest number of publications on the subject is available in the United States, Great Britain, Spain, and Australia. The basic principles of socially responsible marketing are grouped and its characteristic features are singled out. Particular attention is paid to the analysis of its basic tools. The tools of socially responsible marketing are broader than classical marketing and include marketing; consumer research; study of social and environmental consequences of production; consumption of manufactured goods and services. The authors noted that with traditional analytical methods in implementing the concept of socially responsible marketing, given the strategic direction of modern marketing, it is necessary to use multidimensional methods of analysis: SPACE-analysis, PEST-analysis, ETOM-analysis, QUEST-analysis, SNW-analysis, SWOT analysis, KPI analysis. The key features of the introduction of socially responsible marketing at the enterprises of Ukraine are analyzed. The paper substantiates that socially responsible marketing is a concept of marketing management, according to which the company's goal is to determine its own needs, needs and interests of target markets and meet them more effectively than competitors, ways to maintain or improve the welfare of both consumers and society in general. Keywords: marketing, principles of socially responsible marketing, socially responsible marketing, sustainable development.
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Krivokuća, Milan. "Social responsibility in the application of integrated marketing communication." Serbian Journal of Engineering Management 5, no. 2 (2020): 33–41. http://dx.doi.org/10.5937/sjem2002033k.
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Modern business entities that operate independently or are integrated within modern market-oriented systems interact with the environment in which they operate. By promoting social values and norms, companies achieve a significant competitive advantage over companies in their field, increasing their market share, which results in an increase in the total profit of a particular company. Business entities have a major role in developing and nurturing activities related to social responsibility, especially in the field of environmental protection and the provision of satisfactory quality products and services. The aim of this paper is to point out and present changes in socially responsible behavior in relation to trends in the marketing environment.
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Illiashenko, Serhii, Galina Peresadko, Olga Pidlisna, and Evgeniy Kovalenko. "Corporate social responsibility in marketing researches: Literature review." Corporate Ownership and Control 11, no. 4 (2014): 499–503. http://dx.doi.org/10.22495/cocv11i4c5p8.
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The meaning of corporate social responsibility and the rating results of the Global competitive index 2011- 2012 of the World economic forum are given in the article. The emphasizing of society responsibility and responsibility for marketing activity and its influence on the society are researched in the work. The socially responsible marketing of the company in the profile of marketing-mix elements are proposed. In the article is determined that implementation of the social responsibility must take place at three levels: primary, corporate and highest.
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Parke, Adrian, Andrew Harris, Jonathan Parke, Jane Rigbye, and Alex Blaszczynski. "RESPONSIBLE MARKETING AND ADVERTISING IN GAMBLING: A CRITICAL REVIEW." Journal of Gambling Business and Economics 8, no. 3 (April 28, 2015): 21–35. http://dx.doi.org/10.5750/jgbe.v8i3.972.
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Marketing and advertising play a significant role in the adoption of attitudes and societal norms, which have been shown to have a direct impact on behavioural intentions, ultimately leading to behavioural execution. Concurrent with other attempts to inform policy strategy with respect to harm minimisation in gambling there is a paucity of evidence pertaining to the impact that gambling advertising has on gambling behaviour, gambling-related harm, and the efficacy of advertising regulations to minimise harm. There appears to be an overwhelming portrayal of gambling as a normative, legitimate social activity, at the expense of highlighting the potential risks involved. Furthermore, new marketing techniques utilising the social media platform are able to instil emotive and positive attitudes towards gambling brands and products, as well as enabling consumers to widely share and recommend gambling products across their online community, sometimes exposing under-age and vulnerable populations to gambling. The following paper critically reviews existing research investigating the impact of current gambling advertising and marketing campaigns on both vulnerable (i.e. adolescents and problem gamblers) and normal adult populations, looking specifically at the impact of exposure, the positive framing of gambling, and the transparency of marketing techniques. It is concluded that marketing and advertising in gambling needs to facilitate more informed choice for consumers, and a more balanced approach in the framing of gambling. It is suggested that risk information is presented asynchronously to gambling promotions, as opposed to being delivered as peripheral information, and moreover future strategies need to be based on robust empirical evidence demonstrating the impact of responsible gambling advertising and marketing on behaviour.
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Sana, Shib Sankar. "Price competition between green and non green products under corporate social responsible firm." Journal of Retailing and Consumer Services 55 (July 2020): 102118. http://dx.doi.org/10.1016/j.jretconser.2020.102118.
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Asfahani, Ahmed M. "The Impact of Socially Responsible Marketing on TV Viewership and Household Conflicts: A Theoretical Descriptive Study." WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS 19 (January 18, 2022): 396–401. http://dx.doi.org/10.37394/23207.2022.19.35.
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Marketing is used by business organizations to promote the beneficial attributes of their product and services. The increased focus on promoting ethical and socially responsible business practices has contributed to the emergence of socially responsible marketing. This study explores this concept and how it promotes good/positive social and cultural norms. The research demonstrates how businesses are forced to practice socially responsible marketing though its impact on TV viewership and household conflict remains unknown. A qualitative descriptive study is carried out to examine the effect of socially responsible marketing on TV viewership and household conflict. Data was collected from a sample of 15 marketing experts using a self-administered question and analyzed through thematic analysis. The study found no significant link between socially responsible marketing and TV viewership. Additionally, this research found that socially responsible marketing reduces household conflict. These findings are supported by the Uses and Gratification Theory, Functionalist Theory, and Conflict Theory.
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Fourali, Chahid. "Developing World-Class Social Marketing Standards: A Step in the Right Direction for a More Socially Responsible Marketing Profession." Social Marketing Quarterly 15, no. 2 (May 22, 2009): 14–24. http://dx.doi.org/10.1080/15245000902957334.
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The issue of targeting best practice is a long-standing one in professional education and more particularly in marketing. It can be automatically brushed aside (because “we all know what marketing is about”), addressed in terms of general aims of marketing, or addressed systematically to identify in as much details as possible the tasks and responsibilities that marketers undertake in their daily activities. Apart from this issue of identifying what constitutes good practice, there is a relevant issue that needs addressing as a prerequisite: Whether social marketing is a separate discipline from mainstream marketing or not. How we respond to this question affects the method to be adopted for developing the benchmark of best practice standards. This article starts by addressing the latter issue, then identifies the contextual differences of social marketing, and finally presents the methodology for developing the best practice standards for social marketing, its general findings, and the way forward. It is useful to note at the outset that although the project referred to in this article was undertaken by the U.K.'s Marketing and Sales Standards Setting Body, its perspective was international and involved many contributors at international level. In the final stages of the project, the resulting best practice standards were presented for final feedback at the first international conference on social marketing held in Brighton, U.K., where several hundreds of participants from around the world took part. [Supplementary materials are available for this article. Go to the publisher's online edition of Social Marketing Quarterly for the following free supplemental resources: Appendix A: List of Social Marketing Standards of Performance; Appendix B: Example of a Unit of Performance.]
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Ajina, Ahmed Suhail, Sanjit Roy, Bang Nguyen, Arnold Japutra, and Ali Homaid Al-Hajla. "Enhancing brand value using corporate social responsibility initiatives." Qualitative Market Research: An International Journal 23, no. 4 (January 15, 2020): 575–602. http://dx.doi.org/10.1108/qmr-11-2017-0145.
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Purpose This study aims to investigate employees’ perceptions of socially responsible financial services brands in Saudi Arabia. The study also identifies the motives and challenges for Islamic banks for higher involvement in social responsibility initiatives to enhance their brand values. Design/methodology/approach An inductive approach was used in this study to identify the motives and challenges related to corporate social responsibility (CSR) activities. The research design uses a qualitative approach where in-depth interviews were carried out among the employees in the financial services sector in Saudi Arabia. Findings Findings provide insights about how CSR initiatives for financial services brands in a developing and Islamic country are perceived. Results show that the focus of CSR activities is on the attribute of CSR, the magnitude of CSR and attitude towards CSR. Results show two main motives to engage in CSR activities, which are instrumental and ethical motives. The main challenges are related to the government, business, charitable organisations and customers and society. Practical implications Implications exist for how CSR is perceived in a new context and in the financial services industry. Understanding the current perception of CSR from a financial service brand perspective helps policymakers to develop appropriate platforms for financial service providers to become more socially involved. Originality/value The major contribution of this study lies in investigating the CSR perception among the key stakeholder (i.e. the employees) from a brand management perspective in the Saudi Arabian financial services sector. Further, this study shows the main motives and challenges, which local financial service brands face to become socially responsible. The categories of attributes, magnitude and attitudes can be used to enhance brand value in one of the economically advanced countries in the Arabic world, Saudi Arabia. In the first category “attribute”, the perception of socially responsible banks are highlighted, while the elements of CSR, including its dimensions, are emphasised in the second category “magnitude”. The third category “attitude” shows two themes, including stakeholders’ issues and business-related issues.
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Su, Lujun, Songshan (Sam) Huang, and Joanna Pearce. "How does destination social responsibility contribute to environmentally responsible behaviour? A destination resident perspective." Journal of Business Research 86 (May 2018): 179–89. http://dx.doi.org/10.1016/j.jbusres.2018.02.011.
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Jahdi, Khosro. "Cause-related marketing (CaRM) and corporate social responsibility (CSR)." Social Responsibility Journal 10, no. 4 (September 30, 2014): 674–84. http://dx.doi.org/10.1108/srj-07-2012-0063.
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Purpose – The purpose of this article is to investigate the basis of conveying a socially responsible image of organisations through a cause-related marketing (CaRM) approach. Design/methodology/approach – The research was conducted mainly through the evaluation and review of material on the subject area, i.e. secondary research. Findings – The findings of the research indicate that CaRM has the potential to improve an organisation’s stance in the society and depict it as a socially responsible entity. One major finding of the research is that without an appropriate and relevant “strategic fit”, time and effort invested in CaRM might prove futile. Research limitations/implications – The limited material on the subject of CaRM in general and its relationship with CSR in particular makes the task of preparing such a paper something of a challenge. Practical implications – The results show that the quality of an organisation’s image and reputation in the eyes of its stakeholders can be influenced by its CSR-related initiatives. However, the firm should invest time and money to make this feasible. Social implications – The absence of a strategic fit between a firm and its cause could prove to be counter-productive in the society vis-à-vis its corporate image and reputation. Originality/value – This paper adds to previous CSR- and marketing-related research and publications and aims to provide an insight into the dynamics of CaRM.
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A, Vanaja, and S. Vasantha. "Influence of Social Media on Brand Trust During COVID-19 Through Corporate Social Responsibility Communication." ECS Transactions 107, no. 1 (April 24, 2022): 8819–29. http://dx.doi.org/10.1149/10701.8819ecst.
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Social media marketing has gained immense benefit in the digital world. Consumers all over the world are getting the services through this type of platform under one roof. The purpose of the research is to find out influence of social media on brand trust during COVID-19 through Corporate Social Responsibility (CSR). The term corporate communication in social media is also called content marketing. The research highlight whether, during this pandemic situation, there is any change in the brand trust and how the marketers can have an upper edge in the digital competitive market by adopting different CSR practices. For the present study, 403 respondents across India were chosen as a sample frame. The findings of the study reveal the fact that the responsible communication about CSR activities with the help of social media marketing, in particular, will likely influence brand trust among the consumers of FMCG companies in India.
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Confetto, Maria Giovanna, and Alfonso Siano. "Social Media Content: A Management Framework." International Journal of Business and Management 13, no. 6 (May 16, 2018): 84. http://dx.doi.org/10.5539/ijbm.v13n6p84.
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This paper aims to introduce a model for social media content management that is focused on both the strategic and operational levels to guide companies in setting, formulating and spreading social media marketing content and monitoring the achieved results. The framework has been realized considering different cognitive goals related to the organizational unit responsible of the development of the content marketing processes, corporate content identity, decision making elements for digital content creation, the diffusion of content through social media platforms, and the tools and parameters used to measure and evaluate performance. The model presented here is an attempt to fill in the existing gap in the recent literature regarding digital content marketing and social media content management. The framework introduces some consequential steps of a well-defined process that is composed of decisions and activities that must be carefully planned, thus preventing (from an operational level) the recurrent use of specific management tools. By adopting an integrated vision, is it possible to keep the business strategy’s objectives and all the operative tasks conducted by the content marketing team aligned.
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Fogel, Gyongyi K., and Lorinda F. Lewis. "Target Marketing and Ethics Brand Advertising and Marketing Campaigns." International Journal of Social Ecology and Sustainable Development 1, no. 4 (October 2010): 10–25. http://dx.doi.org/10.4018/jsesd.2010100102.
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Marketing to a targeted minority can provide a competitive advantage for an organization. However, there are ethical and legal concerns that must be carefully evaluated. Youth, children, and protected minorities, including women and the elderly, are a high target of advertising because of the increasing importance of these segments in making purchasing decisions. Recent population and demographic factors continue to impact marketing to address minority marketing issues with careful attention to ethics and social responsibility. This paper examines ethical concerns of advertising, the use of animated spokes-characters, marketplace discrimination, misleading practices, ethical concerns in minority marketing, and related advertising regulations. The authors conclude with recommendations for future research and implications for advertising and marketing practice. Policy implications are made for socially responsible advertising and marketing.
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Özturan, Peren, and Amir Grinstein. "Can the marketing department benefit from socially responsible marketing activities? The role of legitimacy and customers’ interest in social responsibility." European Journal of Marketing 56, no. 2 (December 14, 2021): 400–441. http://dx.doi.org/10.1108/ejm-09-2020-0670.
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Purpose In a world where corporate social responsibility (CSR) is a meaningful trend valued by firm stakeholders, it is still not clear how the marketing department integrates corporate-level social responsibility strategy into its departmental activities i.e. socially responsible marketing activities (SRMA) and whether such activities can benefit the department. Using legitimacy as the underlying theoretical explanation, this paper aims to study two instrumental returns from SRMA at the marketing department level, i.e. marketing department’s performance – impact outside the firm on multiple marketing-related outcomes and influence within the firm – the power of the marketing department compared to other departments. Design/methodology/approach Three studies were performed. Study 1 is a survey that offers a validated measure of SRMA and examines its relationship with the focal outcome variables. Study 2 is also a survey that investigates the mediating role of the marketing department’s legitimacy and the moderating role of customers’ interest in social responsibility and uses actual sales data of firms. Study 3 is an experiment that examines the main findings in a controlled setting using participants other than marketing executives i.e. chief executive officers. Findings Study 1 shows that SRMA is different than the closely related variable socially responsible business strategy and is positively related to the marketing department’s performance and influence within the firm. Study 2 complements these findings by demonstrating these impacts are mediated by the marketing department’s legitimacy and strengthened with higher customers’ interest in social responsibility. Study 3 sets the causality between the focal variables and the mediating role of legitimacy. Research limitations/implications This work extends the study of firm-level CSR to the department- and implementation-level, in the context of marketing departments. It reveals the underlying mechanism driving the positive impact of SRMA, i.e. legitimacy, and identifies a moderating condition, i.e. customers’ interest in social responsibility. It further extends research on the role of the marketing department and its contribution to firm performance. Practical implications Marketers can benefit from the reported findings by understanding when and how CSR-related, domain-specific activities that feature the traditional responsibilities of marketing, including market research, customer relationship management and the product, promotions, price and place (4Ps) may be reshaped to include a broader set of stakeholders and a socially responsible angle and thereby generate more legitimacy and impact – inside and outside the firm. Originality/value This study provides a novel perspective on how marketing departments evaluate CSR in their daily activities where such engagement vests increasing returns to the marketing department and underpins the successful implementation of CSR.
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Brunninge, Olof, and Helgi-Valur Fridriksson. "“We have always been responsible”." European Business Review 29, no. 3 (May 8, 2017): 372–83. http://dx.doi.org/10.1108/ebr-02-2016-0033.
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Purpose The aim of this study is to discuss what implications referencing to the past can have on how firms manage their supply chains and communicate about them, drawing on the social memory literature. Design/methodology/approach In a conceptual manner, the authors connect the field of responsible supply chain management to the growing literature on corporate heritage and social memory in organizations. Findings The authors develop seven propositions related to the communication of the past and its connection to responsible supply chain management. Research limitations/implications A social memory perspective can inform supply chain management research, by helping to better understand how and with what consequences the past can be used in communication about supply chains. This paper is conceptual in nature and empirical investigations would be needed to support and/or modify the literature-based findings. Practical implications Managers should be aware that both opportunities and risks are associated with communicating the past in connection to responsible supply chain management. Deployed in the right way, such communication can be valuable both in marketing and in internal management processes. Originality/value This article introduces the social memory perspective to the supply chain management field and shows what implications it can have for research on responsibility in supply chains.
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Stazyk, Edmund C., Alisa Moldavanova, and H. George Frederickson. "Sustainability, Intergenerational Social Equity, and the Socially Responsible Organization." Administration & Society 48, no. 6 (January 24, 2014): 655–82. http://dx.doi.org/10.1177/0095399713519094.
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Csapóné Riskó, Tünde, Ádám Péntek, and Troy Wiwczaroski. "Is it worth being socially responsible?" Applied Studies in Agribusiness and Commerce 10, no. 1 (March 31, 2016): 73–80. http://dx.doi.org/10.19041/apstract/2016/1/10.
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Several definitions for corporate social responsibility (CSR) exist and these vary greatly as to the activities it should cover and their motivators. Among the benefits of CSR are positive marketing/brand building, brand insurance and employee loyalty. Numerous arguments against CSR prevail, e.g. social responsibility is not a problem that belongs in the sphere of activities a corporation should be addressing or even that CSR distracts businesses from addressing the primary need to concentrate on sales. Thus, the strong economic question: is CSR worth it? In 2014, we carried out a representative survey in Hungary, in which the effects of responsible business practices on consumer purchase behaviour were studied. With our research results, we could show that there is a considerable gap between the apparent interest of consumers in CSR and the limited role of CSR in purchase behaviour.
JEL classification:M104
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Diffley, Sarah, and Patrick McCole. "The value of social networking sites in hotels." Qualitative Market Research: An International Journal 22, no. 2 (April 8, 2019): 114–32. http://dx.doi.org/10.1108/qmr-01-2017-0027.
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Purpose Despite the rapid growth of social networking sites (SNSs), research demonstrating the marketing application of these technologies is lacking. Consequently, this paper aims to explore the impact of SNSs on hotel marketing activities. Design/methodology/approach An exploratory study was used. Adopting a key informant approach, in-depth interviews were conducted with 14 respondents in the hotel industry, who use SNSs as part of their hotel marketing efforts. Findings Networked interactions facilitated by SNSs can influence the marketing activities of hotels in many ways. This extends to deeper connections and co-creating value with customers to enhance the market offerings and promotional activities of the firm. Not all interviewees capitalised upon the capabilities offered by SNSs. Practical implications SNSs act as a key knowledge resource that can be used by practitioners to create and deliver superior customer value. However, the extent to which this is achieved depends on who is responsible for implementing it. Specifically, those with a more proactive attitude and approach towards marketing on SNSs tend to reap greater benefits. Originality/value Using the service-dominant logic as a guide, this paper offers greater insight into the theory and practice of social media marketing in the hotel industry, an under-studied and fragmented research area.
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Patino, Anthony, Velitchka D. Kaltcheva, Dennis Pitta, Ven Sriram, and Robert D. Winsor. "How important are different socially responsible marketing practices? An exploratory study of gender, race, and income differences." Journal of Consumer Marketing 31, no. 1 (January 7, 2014): 2–12. http://dx.doi.org/10.1108/jcm-10-2013-0733.
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Purpose – The purpose of this paper is to examine the importance consumers place on various types of socially responsible marketing practices, and whether the level of importance varies by gender, race, and consumers' income. Design/methodology/approach – A survey was designed that asked subjects their attitudes toward the various social marketing practices that were uncovered through an analysis of recent literature from ABI-Inform, Fordham University's Center for Positive Marketing and focus groups. The survey was administered to 232 subjects and included information regarding race, gender, and income. Survey results were analyzed using latent class analysis (LCA). The results of the LCA were used to develop a correspondence analysis map. Findings – The results confirm the importance of key demographic factors (income, gender, and race) in understanding consumers' perceptions of socially responsible marketing. Research limitations/implications – One limitation is that the sample was collected in Baltimore, Maryland and not entirely representative of the population of the USA. Another limitation is that consumers’ perceptions of socially responsible marketing are only captured at one point in time rather than showing the evolution of a belief. Practical implications – Marketers need to target their messages carefully if they are promoting socially responsible marketing as a differentiating factor. Understanding how each demographic group responds to these socially responsible marketing messages can assist managers in their promotional efforts. Originality/value – Limited research has been completed that segments the market with regards to socially responsible marketing options. The research explores these segments by surveying active consumers.
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Čerkasov, Jiří, Jan Huml, Lucie Vokáčová, and Klára Margarisová. "Consumer’s Attitudes to Corporate Social Responsibility and Green Marketing." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 65, no. 6 (2017): 1865–72. http://dx.doi.org/10.11118/actaun201765061865.
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Article deals with consumer’s attitudes to Corporate Social Responsibility and Green marketing. Main goal of attitude research was to discover what consumer understands under term corporate responsibility in following areas: Economic, Social, and Environmental. Primary data collection was done via quantitative polling. Closed questions – a selection of options, and the Likert scale were used. Results show that majority of consumers understand the term corporate social responsibility. In opposite side major of respondents misunderstand the term of Green Marketing. As responsible in economic area respondents consider such a firms which are profitable for owners and via taxes bring benefit for all society. In term of social responsibility respondents reputed companies which are not uncaring to social problems and which are active in different social project through philanthropy. In term of environmental responsibility respondents mainly evaluated firms which invest to technology that produce less or non‑waste and evince energetic efficiency.
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Ali, Imran, and Saud Mandurah. "The Role of Personal Values and Perceived Social Support in Developing Socially Responsible Consumer Behavior." Asian Social Science 12, no. 10 (September 19, 2016): 180. http://dx.doi.org/10.5539/ass.v12n10p180.
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Corporate social responsibility (CSR) is a longstanding theme in marketing research. Although plenty of research have been done to examine the influence of CSR activities on consumer behavior, less attention is paid to explore the psychological factors that shape consumer’s socially responsible behavior (SRB). The current research addresses this gap by reviewing and comparing the literature from psychology and marketing streams that moves towards a degree of convergence. It examines the psychological role of personal values and external factors like perceived social support to build pro-social behavior among consumers. The personal values include; self-transcendence and self-enhancement values and perceived social support by social network in shaping consumer’s socially responsible behavior. The study proposed and tested the theoretical model using Structural Equation Model (SEM) technique. Data is collected through self-administered survey from 450 consumers in Pakistan. The study found that higher self-transcendence values leads to higher level of socially responsible behavior among consumers. Whereas self-enhancement values has negative influence on consumers in adopting socially responsible behavior. The social networks including; parents, friends/peers, teachers’ play important role in development of socially responsible behavior among consumers as individuals tend to pay focus on the recommendations of their members in their social networks. The findings of this study provide important recommendations to the corporate policy makers to ensure sustainable organizational performance in today’s competitive business environment.
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Lei, Shan, and Yafei Zhang. "The role of the media in socially responsible investing." International Journal of Bank Marketing 38, no. 4 (February 25, 2020): 823–41. http://dx.doi.org/10.1108/ijbm-09-2019-0332.
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PurposeThis study aims to understand how media content and media sentiment in corporate social responsibility (CSR) news coverage affect investment performance, as reflected in the S&P 500 Environmental and Socially Responsible Index from 2010 to 2016.Design/methodology/approachComputer-assisted content analysis and sentiment analysis are employed to analyze 818 CSR-related newspaper articles from mainstream newspapers. Autoregressive model is used to comprehend socially responsible investment (SRI) performance.FindingsThis study reveals the impact of media content and media sentiment of CSR-related news articles on SRI. The authors’ findings indicate that such topics as recognition of a company's CSR contributions in CSR-related news articles are positively associated with SRI performance, whereas topics such as tax avoidance and environmental protection show a negative relationship with SRI performance. In addition, this study contributes to the authors’ understanding of framing bias in investment by confirming a significant positive association between an uncertain or constraining media sentiment and SRI performance, as well as a negative relationship between a litigious sentiment and SRI performance.Originality/valueThere has been limited attention to examining the effect of media coverage of CSR on the financial market. Since SRI is one of the most useful financial indices for SRIs, it is meaningful to explore the relationship between media coverage of CSR and SRI. To fill the research gap, this study specifically examines how media coverage of CSR-related issues is associated with SRI performance.
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Ningrum, Sulistyo Rahayu, and Fitria Widiyani Roosinda. "IMPLEMENTASI CORPORATE SOCIAL RESPONSIBILITY PT KAI DAOP 8 SURABAYA DALAM PROGRAM RAIL CLINIC." Jurnal Riset Komunikasi 3, no. 2 (August 27, 2020): 194–209. http://dx.doi.org/10.38194/jurkom.v3i2.129.
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PT Kereta Api Indonesia (Persero) Daop 8 Surabaya melaksanakan tanggung jawab sosial terhadap lingkungan sekitarnya dalam bentuk Program Rail Clinic. Program ini merupakan implementasi corporate social responsibility perusahaan untuk mensejahterakan masyarakatnya. Program yang didedikasikan untuk masyarakat ini dalam bentuk layanan kereta kesehatan, memberikan bantuan kepada masyarakat di araea rel kereta yang jauh dari akses kesehatan. Penelitian menggunakan pendekatan kualitatif. Hasil penelitian mengungkapkan Program Rail Clinic dalam CSR PT KAI Daop 8 Surabaya menghasilkan beberapa aktivitas utama yang dijalankan yakni cause promotion, cause related marketing, corporate social marketing, corporate philanthropy, community valunteering dan socialy responsible bussines practice. Aktivitas Program Rail Clinic berhasil membantu masyarakat dari aspek pelayanan kesehatan
Kata Kunci: Rail Clinic,CSR, PT KAI Daop 8 Surabaya
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Soni, Sheetal, and Abhishek Soni. "Cause Related Marketing: An Ethical Quandary or an Altruistic Charity." Think India 17, no. 3 (November 16, 2014): 7–14. http://dx.doi.org/10.26643/think-india.v17i3.7804.
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Much consideration has been given in academic world to the concept of cause-related marketing and its success. Also, the number of companies that undertake cause-related marketing initiatives has been increasing gradually. Literature stated various benefits to these companies, acting socially responsible, such as increased customers preferences towards the brand/products marketed with some social causes, employees commitments, increased sales and profits, brand image, product recognition, and company reputation. However, most of these studies centred on one aspect of the consequences of behaving in a socially responsible manner and only few studies focus on the transparency and ethics in cause-related marketing practices. The present study aims to fill the gap with the help of quantitative analysis of hundred responses to identify consumers trust over the companies doing cause-related marketing. More purposely, the intent is to investigate cause-related marketing promotion as a tool to raise money for social cause, faith of consumers for contribution of the charitable amount for intending purpose and need for more transparency in cause-related activities of business.
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Andriianova, Marina V., and Valeriia V. Kruchinina. "The role of the concept of corporate social responsibility in promoting goods and services in the economically developed countries." SHS Web of Conferences 89 (2020): 06005. http://dx.doi.org/10.1051/shsconf/20208906005.
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As companies lost their reputation amid ethical scandals, socio- ethical marketing as well as social responsibility concept, became vital components and a fundamental difference of successful companies. This shift towards socially responsible marketing is indicative of shifting the focus from production and goods/services to the consumer and his philosophy of life, as well as to social ethics. However, with the changing environment especially in digitization encompassing all spheres of society, companies also have to improve their marketing tools including marketing communications as a key factor in the formation of the socially oriented relationships between manufacturer and consumer.
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Chakraborty, Anirban, and Ankur Jha. "Corporate social responsibility in marketing: a review of the state-of-the-art literature." Journal of Social Marketing 9, no. 4 (October 14, 2019): 418–46. http://dx.doi.org/10.1108/jsocm-01-2019-0005.
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Purpose The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing. Design/methodology/approach The top-ranked journals in the domain of marketing have been chosen for the purpose of this study, and the papers related to CSR concept published in those journals between 1930 and 2018 have been reviewed. A lucid framework has been used to structure the reviewing process. Findings The study finds that the CSR concept in marketing context has become more complex, its dimensions have evolved and increased in number, affecting diverse stakeholders leading to different outcomes. Research limitations/implications A simple model is proposed to understand the amalgamation of CSR concept in marketing literature. The study also highlights extant gaps in the literature and suggests the directions for future research. Practical implications The notion of CSR goes beyond the economic and regulatory obligation of the firm. Hence, for it to be duly implemented, practitioners must have a holistic understanding of this multi-faceted construct. This paper examines the changing role of CSR in the context of marketing over a period of almost a century. It thereby helps marketers to understand and visualize their changing responsibility toward the society at large and thereby co-create a sustainable relationship with all the stakeholders. The study provides both tactical and strategic pointers to practitioners. Social implications The study draws upon extant literature and documents the positive impact of CSR on marketing variables and thereby gives a compelling reason to the marketers to be socially responsible. Compilation of persuasive evidence would encourage the adoption of CSR concepts by the marketers. This would elicit a more socially responsible action which will have a positive impact on the society that the marketer serves. Originality/value This is an in-depth study depicting the journey of CSR construct in marketing literature and provides a holistic understanding of the construct in the context of marketing.
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Tiwari, Bindu, and Naveen Kumar. "Corporate Social Responsibility Performance in Relation with Digitalization of Marketing in India." International Journal of Emerging Research in Management and Technology 7, no. 4 (June 5, 2018): 25. http://dx.doi.org/10.23956/ijermt.v7i4.3.
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India being a developing country, companies have now realized that profit making is not only the goal of any corporation, but also trust building and gaining good social relationship is must in long run. Where going green andconcept of being responsible in every small and large industry is spreading all over, company for being conscious of CSRimplementing cost is also obvious. No company wants to merely spend over any extra business affaires which directly don’t generate any worth. So, in this context, company started looking of the way to create business values out of CSR investment.This paper tried to relate impact of digital marketing on CSR performance of the company and to find out the ways to make worth out of CSR investment by exploiting digital facility. The paper isbased over various secondary sources of information. This paper finds that CSR now can be used as a tool of marketing. It is not merely a waste of investment. It helps to gain sustainability and publicity with a positive responsible image of the company. In long term it will achieve positive word of mouth, publicity, support and goodwill and relationship development. Digitization has made it easier to initiate and promote CSR activities.
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Tsimonis, Georgios, and Sergios Dimitriadis. "Brand strategies in social media." Marketing Intelligence & Planning 32, no. 3 (April 29, 2014): 328–44. http://dx.doi.org/10.1108/mip-04-2013-0056.
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Purpose – The purpose of this paper is to: first, examine why companies create brand pages in social media, how they use them, what policies and strategies they follow, and what outcomes do they expect; and second – from firms’ point of view – how users are benefited from such pages. Design/methodology/approach – A qualitative study approach was employed for this study. Data were collected from personal interviews with 14 marketing managers responsible for the social media activity of their company, providing preliminary evidence about the actions firms take, the motivations that led them to getting involved, and the derived outcomes. Findings – The main actions of the firm are making prize competitions, announcing new products/services, interacting with fans, providing advice and useful information, and handling customer service issues. The basic motivations are the increasing popularity of social media, competitors’ presence, headquarters’ strategy, and cost reduction pressure. Interact with customers, create/enhance relationships with customers, brand awareness, customer engagement, promote products/increase of sales, and the more targeted acquisition of new customers, were referred to as the main expected outcomes for companies. Research limitations/implications – Given the qualitative nature of the study and the emerging field of research about social media, findings should be considered as preliminary and exploratory. Interviews with companies from more sectors and also with social media users will provide a more comprehensive view of the topic. Practical implications – The paper identifies several opportunities for company managers, suggesting practices for effective social media handling. Originality/value – Considering the rapid development of social media and their penetration in business marketing actions, this paper is an exploratory step toward the ways firms utilize social media channels.
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Tkaczyk, Stanisław, Joanna Kuzincow, and Grzegorz Ganczewski. "Life Cycle Assessment in Management of Socially Responsible Enterprise." Foundations of Management 6, no. 3 (December 1, 2014): 71–82. http://dx.doi.org/10.1515/fman-2015-0019.
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Abstract The following paper presents dangerous and evident phenomenon of communicational chaos in the field of environment protection and sustainable development in a turbulent external environment. It is pointed that this phenomenon gives organizations an opportunity to take pretended pro-environmental actions, such as socially critical greenwashing. As a counterbalance to those practices, a concept of Corporate Social Responsibility (CSR) is presented, underlining the possibility of developing honest environmental marketing basing on methods such as Life Cycle Assessment.
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Goolsby, Jerry R., and Shelby D. Hunt. "Cognitive Moral Development and Marketing." Journal of Marketing 56, no. 1 (January 1992): 55–68. http://dx.doi.org/10.1177/002224299205600106.
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Many academic disciplines are approaching the study of ethics from a cognitive orientation by exploring the moral reasoning processes individuals use to make ethical judgments. The authors empirically examine a rich theoretical concept with an extensive research-based literature, cognitive moral development or CMD, as it relates to professional marketing. Controlling for similar educational background, they find that (1) professional marketing practitioners compare favorably with other social groups, (2) marketers scoring high on CMD tend to be female and highly educated, and (3) marketers with advanced moral reasoning properties tend to have socially responsible attitudes and behaviors. Implications for marketing theory, education, and practice are discussed.
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Prendergast, Gerard Paul, and Alex S. L. Tsang. "Explaining socially responsible consumption." Journal of Consumer Marketing 36, no. 1 (January 14, 2019): 146–54. http://dx.doi.org/10.1108/jcm-02-2018-2568.
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PurposeConsumers are becoming increasingly socially conscious when making their purchasing decisions, which in turn is providing an incentive for firms to integrate social responsibility considerations into their product offerings. Explaining the various categories of socially responsible consumption (SRC) is therefore important. The purpose of this paper is to explain the various categories of socially responsible consumption.Design/methodology/approachGrounded in the theory of planned behavior (TPB), this paper surveyed a sample of 1,202 Hong Kong consumers.FindingsThe findings indicate that attitude towards the behavior, subjective norms and perceived behavioral control are all significant predictors of three categories of SRC (i.e. intention to purchase from firms based on their CSR performance, intention to practice recycling and intention to try to avoid or minimize their use of products based on their environmental impact). Intention to engage in SRC was then shown to be a significant predictor of SRC behavior.Research limitations/implicationsThis paper relied on only the single-factor test as a measure of socially desirable responding. Furthermore, while the quota sampling was designed for broad representativeness, it is difficult to verify if the well-controlled quota controls entirely removed the possibility of a biased selection of respondents within each cell.Practical implicationsRecommendations are made for public policy-makers and marketers to devise ways to shape consumer behavior to facilitate more responsible consumption.Originality/valuePrevious research relating to SRC has not explained the various categories of SRC and often failed to test the relationship between intention and behavior, representing a considerable gap in the literature. This paper applied the theory of planned behavior (TPB) to explain intention and behavior with regards to the various categories of SRC.
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A. Ogwo, Patrick. "Strategies in Inculcating Environmental Responsible Behaviour in Abia State, Nigeria Using Community – Based Social Marketing." IOSR Journal of Humanities and Social Science 19, no. 8 (2014): 106–9. http://dx.doi.org/10.9790/0837-1981106109.
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