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The Impact of Social Media on Cause-Related Marketing Campaigns

Abstract : Traditional offline media channels have always served as a reliable backbone for all kinds of marketing campaigns. But with the emergence of new digitally-driven ways of communication, other contenders arise. Very prominent and fostered by ongoing technological advantage are social media services. In this empirical study, we analyze the interplay between two traditional offline channels, print and point-of-sale (PoS) advertising, and two leading social media services, Facebook and YouTube. These channels were used by the brand Volvic during a recent cause-related marketing (CRM) campaign. It supports local supply of drinking water in Ethiopia, and serves as the basis for our investigations. We developed an online survey and asked 114 participants for their perception of four alternating campaign displays. Based on the communication model of Te’Eni, we then calculate an ordinal logistic regression and results reveal that Facebook and YouTube can add significant value to CRM campaigns.
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Julian Bühler, Natalia Cwierz, Markus Bick. The Impact of Social Media on Cause-Related Marketing Campaigns. 15th Conference on e-Business, e-Services and e-Society (I3E), Sep 2016, Swansea, United Kingdom. pp.105-119, ⟨10.1007/978-3-319-45234-0_10⟩. ⟨hal-01702191⟩

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