Abstract
Marketers’ current main concern is building stakeholder’s pro-social behavior. This phenomenon has created 2015 year as the “year of pro-social brand.” The Body Shop (TBS) is a company which really concerns with pro-social behavior program. The TBS Foundation (TBSF) was established, to inform and invite the public to change the world together. TBSF has cooperated with local campaigns in Indonesia, and created a need for the organization to create a credible website that can be accessed globally. TBSF needs to know what factors that affect these objectives. To find the factors, this study reviewed several papers published in international journals and found a model of Cugelman in 2010 that was considered to be fit with the objective of this study. To test if the Cugelman model can be used in this study, a modified questionnaire based on Cugelman was tested to 30 respondents. The result revealed that the modified questionnaire with 26 items was valid and reliable and ready to be used for further study. Keywords— Pro-social Behavior; Online Social Marketing; 3DHCM(key words)
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