Corporate Social Marketing Research Articles

Corporate social marketing in tourism: to sleep or not to sleep with the enemy?

ABSTRACT Social marketing is regarded as an effective consumer-oriented approach to promoting behavioural change and improved well-being for individuals, communities and society. However, its potential for tourism, especially sustainable tourism, remains under-researched. This article examines the utilisation of social marketing by tourism businesses. A search strategy identified 14 behavioural change programmes that involved tourism businesses. Half of these programmes label themselves social marketing; the others tend to be part of corporate social responsibility efforts, using a form of corporate social marketing (CSM). Most programmes seek to encourage pro-environmental behaviours in tourists, tourism businesses and other stakeholders including suppliers. Although tourism businesses can develop social marketing programmes alone, typically they collaborate with public and non-profit agencies as partners and sponsors. The strength of the tie between the promoted behaviour and the sale of a company's product varies considerably. It is suggested that social marketing can make significant contributions to environmentally sustainable tourism. However, this research also suggests that social marketing is not a substitute for, but rather an essential complement to, technological and regulatory approaches to climate change. Changing behaviour is a long process: without a long-term commitment from private sector companies, CSM programmes will fail to achieve behavioural change goals.

Corporate Social Marketing

The author discusses his views on the corporate social marketing (CSM) mentioning the role of corporate social responsibility and cause related marketing. He also proposes questions on CSM, a framework for analysing CSM, and mentions the professional service company KPMG international Cooperative.

Corporate Social Marketing

Corporate Social Marketing

Defining and Measuring Corporate Reputations

Corporate reputation is a construct that has gained widespread recognition in the disciplines of strategy, corporate social responsibility, management and marketing because a good reputation is thought to be more commercially valuable than a bad reputation. However, recent reviews of the scholarly literature suggest that because the construct of corporate reputation has been defined in a wide variety of ways it is difficult to understand the antecedents and consequences of the construct. To illustrate this problem 50 different definitions of corporate reputations are reviewed. This analysis suggests that some of the most prominent measures are not grounded in the definitions that are thought to underpin them. This phenomena presents a challenge to anybody wanting to meta‐analyze findings and to build new theories of corporate reputation. To help advance the field a framework is presented to guide the refinement of scholarly definitions so that they are well constructed and thus capable of guiding the development of valid measures of the construct. To illustrate this framework a new definition and some new measures are provided.

Smokescreens and Beer Goggles

Corporate social marketing (CSM) is one of several initiatives companies can undertake to demonstrate their corporate social responsibility (CSR). While there are many motivations for CSR and CSM, all are linked to profit in some way, including promoting the reputation of the organization. While CSM is often seen as evidence of organizations making a contribution to their community, there are some industries whose CSM campaigns have drawn considerable controversy and criticism. This article discusses the role of the alcohol industry in developing and disseminating “responsible drinking” CSM activities. It discusses some of the problems identified with alcohol industry CSM campaigns—including evidence that industry education campaigns communicate ambiguous messages; improve public perceptions of the industry but do not discourage harmful or underage drinking; and divert attention from more effective approaches, such as controls on price and availability. The paper also addresses the issue of other CSM/CRM activities undertaken by the alcohol industry, such as encouraging consumers to purchase a brand by donating a proportion of the profits to health and social causes (including those that are exacerbated by alcohol consumption). It discusses the value of these activities for the industry and their potential negative impact on the health of the community. In summary, the evidence suggests that industry CSM and CRM activities protect the industry (from restrictive policies and declining sales) but may in fact be detrimental to the community.

Examining Public Response to Corporate Social Initiative Types

Corporate social initiatives (CSIs) are increasingly important in boosting public acceptance for companies, and emerging research suggests corporate social marketing (CSM) could be the most effective type of CSI. However, scholars caution that CSM is not a one-size-fits-all. Through a content analysis of Coca-Cola’s social media posts on potentially controversial topics related to sustainability, health, and social change, this study explores how CSI type and message content influence public response to an organization’s social media corporate social responsibility posts. Posts emphasizing socially responsible business practices generally received the most favorable public response, while posts focused on cause promotion were received the most negatively. Findings also suggest that CSM is less effective when the issue and advocated behavior change appears to be acting against the company’s interests.

CSR

Corporate social responsibility (CSR), with its subdisciplines of corporate social marketing (CSM) and cause-related marketing (CRM), has an axiomatically attractive ring. The idea of publicly traded corporations doing good deeds and behaving well seems self-evidently desirable, and any addition to humankind’s pool of social responsibility is surely to be welcomed. So when a multinational offers to provide books for British school children, support indigenous rights in the Americas, or fund child literacy programs in Malawi, the temptation is simply to say “thank you kind sir and more power to your elbow.” However, all that glisters is not gold and good deeds are not always what they seem; a kiss can be a mark of love or an act of betrayal. So we need to look further, beyond the immediate act, and examine motives, repercussions, and morality before we decide. We marketers, of all people, should look carefully at the price tag before we make the purchase. And when we do so with CSR, CSM, and CRM, it becomes clear that the costs are simply unaffordable. In this article, I adopt an uncompromisingly critical stance. I do so because helping those in need, who have fallen on hard times or are less fortunate than ourselves, and to do so without expectation of return or advantage, is the defining quality of our humanity. When we allow this to be co-opted and distorted for commercial advantage, we create a profound moral hazard.

Entering the base of the pyramid market in India

Purpose– The purpose of this paper is to shed light on the international market expansion of multinational corporations (MNCs) to the base of the pyramid (BoP). The authors employ the corporate social entrepreneurship (CSE) perspective to reveal how MNCs can enter this market, the key enabling factors and the benefits they can gain. CSE is related to entrepreneurial and marketing strategies that are inspired by social responsibility.Design/methodology/approach– An exploratory, qualitative multiple-case study has been employed. In-depth interviews were conducted with managers from three MNCs that have entered the BoP market in India.Findings– The findings of this research confirm that successful entry into the BoP requires the pursuit of social responsibility and the adaptation of marketing strategies. In addition, MNCs should identify the key environmental factors (demand conditions and socio-political actors’ expectations) and develop organisational characteristics (management support, network orientation towards non-governmental organisations and availability of financial resources) to match. The findings of this research show that engagement in CSE in countries with considerable BoP populations can bring firms legitimacy and sustainable profitability.Research limitations/implications– This research is based on interviews with a limited number of MNCs in India. Future studies could generalise the findings of this research to a larger number of corporations in other countries.Originality/value– This research brings new insights to the field of international marketing by integrating the corporate social responsibility, marketing and entrepreneurship disciplines. The findings of this research offer empirical support for CSE and its role in international marketing strategies.

<b>A influência do marketing social corporativo na identidade corporativa: um estudo nas indústrias de alimentos do Paraná

Marketing social corporativo (MSC) é um conceito que reúne atuação social e ferramentas de marketing. Implica que corporações compartilhem valor com seus públicos por meio da divulgação de programas sociais que desenvolvem, em um processo que gera benefícios para as causas sociais e para as próprias empresas. Este artigo aborda a influência do MSC na identidade corporativa das grandes indústrias do setor alimentício do estado do Paraná. Para tanto, foi realizada pesquisa qualitativa, utilizando-se entrevistas com gestores de marketing e de responsabilidade social, e pesquisa documental em veículos de comunicação. Os dados apontam que a comunicação das indústrias é direcionada aos stakeholders e são utilizados veículos específicos para esse fim, principalmente impressos. Os gestores acreditam terem obtido resultados, como fortalecimento na marca corporativa e maior abertura de mercado, porém ainda não possuem isso de forma mensurada.

Green Marketing : Solving Dual Purpose of Marketing and Corporate Social Responsibility

Corporate and social responsibility are continuously competing to share a common platform to address a new form of green consumerism that the eco-educated millennial generation can appreciate. Green marketing acts as bridge connecting the corporate, environment and consumers. Business organizations have begun to respond to social expectations of consumers by opting for holistic environmental stewardship. The conceptual paper aims at highlighting the manner in which green marketing is observed as a vital instrument for fulfilling corporate social responsibility and marketing interventions at the same time. At a time when firms are looking for innovative ways to fulfill their corporate social commitments, the concept of green marketing is imparting not just a social competitive edge but also assisting brand building. An exploratory cum descriptive research design is used to qualitatively substantiate the way in which green marketing is empowering the implementation of corporate social responsibility among firms. The paper holds promise for policy makers, environmental activists, consumers, marketers and HR professionals who should work in orchestration to help corporate and society fulfill their environmental duties.

Corporate Social Responsibility as a Marketing Strategy for Enhanced Performance in the Nigerian Banking Industry: A Granger Causality Approach

This research study takes a look at corporate social responsibility as a marketing strategy for organizational performance. The study makes use of both primary and secondary data and granger causality test was adopted as the estimation techniques. However, the objective of the study is to examine the impact of corporate social responsibility on marketing strategy in an organization. The primary data make use of questionnaire that was distributed to 120 staff of Zenith bank of Nigeria plc and the raw data from the questionnaire were coded to become a grouped data. With the secondary data the study makes use of a simple regression model formulated to take care of the topic of the research study and granger causality test was used to analyse the issue and the result revealed that there is causality that run from corporate social responsibility and marketing strategy. The study concludes and recommends that there exist some inherent pitfalls in CSR regarding marketing operations of corporate organizations, which tend to negate the interest of consumers. It is concluded that firms should endeavour to apply best practices of CSR in their marketing activities to protect the interest of consumers and the society.

Marketing Social Corporativo: estado da arte e proposição de um esquema conceitual

A discussão sobre o desenvolvimento de ações sociais por parte de empresas, em regra, tem estado vinculada à concepção de marketing social. Originariamente vinculada à ação do Estado para a resolução de problemas sociais e para incentivar mudança de comportamento da população, essa concepção é reducionista e trata a iniciativa empresarial de marketing no campo social como sinônimo de filantropia, responsabilidade social ou marketing de causa social. O artigo enfoca essa questão, ainda não resolvida teoricamente no âmbito da disciplina, e propõe uma nova concepção para o desenvolvimento de ações sociais por parte das empresas, a qual é sintetizada em um esquema conceitual de marketing social com caráter corporativo. Para tanto, faz-se um balanço do estado da arte e são assinalados antecedentes, questões gerenciais, marcos teóricos, nomenclatura e categorias de análise de marketing social corporativo. Ao término, são apresentados pressupostos, taxonomia, proposições básicas e a aplicação do esquema conceitual.

Changing behaviour through business-nonprofit collaboration?

Purpose – The purpose of this paper is to explore consumers' responses to social alliances, a specific type of corporate social marketing in which companies cooperate with non-profit organizations. This paper extends previous studies that suggested that a social marketing effort may be a “double-edged sword” with regard to companies' marketing objectives. Design/methodology/approach – This study uses a 2 (social value orientation: prosocials/ proselfs) × 3 (company-cause fit: high/low fit/control group) between-subjects experimental design. Findings – The findings suggest that while prosocials reward companies for social marketing alliances with high fit, proselfs punish the company. This effect can be explained by differences in prosocials' and proselfs' perceptions of the company's corporate abilities, which are influenced by the level of fit. Research limitations/implications – Future research could give more attention to low-fit alliances, and whether specific fit dimensions play a role. It could also identify ways to overcome negative responses by proselfs in case of high fit. Practical implications – Companies should be cautious in selecting a social marketing alliance partner as high fit is received favourably by some consumers, but unfavourably by others. While high fit has other benefits for companies, increasing consumers' awareness of strong corporate abilities is important. Originality/value – Previous studies suggested that different consumer types and a link between the company and the cause may impact the effectiveness of social marketing initiatives. Unlike extant studies, this paper explores the combined and hence moderating influence of both factors, and adds perceived corporate abilities as a mediating factor.

A note on ‘Corporate Social Responsibility and Marketing Channel Coordination’

Goering (2012) works on a bilateral monopoly with perfect marketing channel coordination to analyze the effects of corporate social responsibility. He starts the analysis of a bilateral monopoly with socially concerned firms where either the manufacturer or the retailer is additionally to its profit interested in a share of consumer surplus. In this short note, we extend this analysis and study the case where both firms are socially concerned. As a result, we enlarge the analysis started by Goering (2012) and get further interesting insights into a bilateral monopoly with corporate social responsibility. First, we are able to summarize ‘Proposition 1’ and ‘Proposition 4’ into a common one and figure out the circumstances when the wholesale price fixed by the manufacturer is below marginal costs. Second, we explain analytically the findings from ‘Proposition 3’ and ‘Proposition 6’. We point out the model's key assumption – the perfectly coordinated marketing channel – as the driver of the results and the reason for the equilibrium results' independence from retailer's social concern.

A Note on 'Corporate Social Responsibility and Marketing Channel Coordination'

Goering (2012) works on a bilateral monopoly with perfect marketing channel coordination to analyze the effects of corporate social responsibility. In contrast to him we solve the general framework of the model and get further interesting insights into a bilateral monopoly where firms are socially concerned. Therefore, we are able to summarize 'Proposition 1' and 'Proposition 4' defined by Goering (2012) into a common one. Moreover, in this short note we point out the key assumption, which is one driver of the results. In detail, we show the reason for the equilibrium results' independence from retailer's social concern.

A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior

This theoretical paper develops a conceptual framework that explains how companies can influence consumer behavior in terms of both social and business benefits through their corporate social marketing (CSM) initiatives. Drawing from the source credibility literature, the article asserts that the effectiveness of CSM depends largely on the corporate credibility of a company in supporting a social cause (“CSM credibility”). Based on this assertion, the framework identifies ten different antecedents of CSM credibility, which are organized into (1) attributes of the company, (2) attributes of the CSM initiative, and (3) attributes of the cause. Furthermore, this framework shows that CSM credibility affects the two examined consequences, intended prosocial behavior and consumer loyalty. Several research and managerial implications are developed based on the propositions specified in the framework.

Success Factors of Cause-Related Marketing – What Developing Countries Can Learn from a German Sweets Campaign

The case examines the role of corporate social responsibility (CSR) and cause-related marketing (CM) in current business. The analysis shows that CSR in developing countries is not yet as widely practiced as in developed countries. Because of the popularity and rise of CSR campaigns, companies in developed countries have difficulties to differentiate themselves through ordinary CSR activities and some have moved to CM instead. CM campaigns have been found to increase consumer participation and loyalty. Based on an accompanied shopping study that was conducted in Germany and previously published research, a national German CM campaign of the company HARIBO is discussed. Consumers who bought a bag of gummy bears supported the campaign with 1 cent per consumed bag. Once € 1mio was collected, HARIBO doubled the donation sum to support 16 social projects targeting children in need. Five success indicators are introduced to evaluate the HARIBO campaign and the lessons learnt for developing countries.

Corporate Ethical and Social Responsibility and Relationship Marketing: A Content Analysis of the Websites of Moroccan Commercial Banks

The purpose of this work is to determine the role of relationship marketing in the success of the corporate ethical and social responsibility (CESR) by taking the case of Moroccan commercial banks. For this, we were used, as working methodology, the content analysis of the information published on the websites of Moroccan banks and the multiple regression model. The main results of this work is that ethics is used by banks to manage its relationships with internal stakeholders, while CSR support the actions of ethics internally and acts externally through the management of the bank relations with the environment, society and customers. This approach is reinforced by relationship marketing, which through its tools and dimensions (communication, commitment, trust and satisfaction) participates in the effective management of the relationships between banks and their internal and external stakeholders

Strategi Komunikasi Corporate Social Responsibility di PT Pertamina (Persero) Region IV Wilayah Jawa Tengah dan DIY

<p><em>Corporate social responsibility has become a global issue in the community and the company. CSR programs implemented by PT Pertamina (Persero) Region IV Regional Central Java and Yogyakarta in the areas of Education, Health, Environmental Conservation, Community Empowerment has been right on target. Corporate Social Responsibility program targeted, among others, so that more people know and use products - products Pertamina, as well as for good imaging Pertamina eyes of society. The communication strategy to the public (external strategies) used in the dissemination using print media such as newspapers and magazines nationally and locally. Electronic media using television and radio in Central Java and Yogyakarta as well as nationally. Communication strategies used in the dissemination to all employees of Pertamina, the media used in the form of intranet Pertamina, Energia magazine and TV Display. Theoretical basis used in this study is adopted from (Kottler, 2005) which states social initiatives of companies that can be taken for the implementation of CSR there are six forms of Cause Promotion, Cause Related Marketing, Corporate Social Marketing, Corporate Philanthropy, Community Volunteering and Socially Responsible Business Practices. The question in this research is how the Communication Strategy Corporate Social Responsibility (CSR) to PT Pertamina (Persero) Region IV Regional Central Java and Yogyakarta.</em><em></em></p>

Corporate social responsibility and Islamic marketing: some basic lessons

The purpose of this study is to examine the concept of corporate social responsibility (CSR) and how it can inform research agenda in Islamic marketing using the tenets of the Qur’an. The study conducts an extensive review of the literature on corporate social responsibility, published works on the Qur’an and other Islamic teachings and suggests a means to enrich scholarship in Islamic marketing. The study finds a significant overlap between the principles of CSR and the teachings of Islam and suggests a means through which Islamic marketing could leverage this commonality. Even though this is a purely theoretical paper, it nonetheless makes a valid contribution. The study seeks to contribute to the theoretical foundation of Islamic marketing.