Responsible Marketing Research Articles

Examining Consumer Purchase Intentions in China Through Entrepreneurial Endorsement and Corporate Social Responsibility Marketing

This article explores the synergistic relationship between corporate social responsibility initiatives and marketing strategies within enterprises, highlighting their innovative development. Grounded in stakeholder theory, the study investigates how corporate social responsibility marketing influences consumer purchase intentions. It classifies corporate social responsibility marketing activities into three dimensions: (1) social welfare, (2) environmental protection, and (3) consumer rights advocacy. The research confirms the moderating influence of entrepreneurial endorsement on the relationship between corporate social responsibility marketing and consumer perception. Furthermore, it identifies consumer perception as a mediating factor between corporate social responsibility marketing efforts and consumer purchase intentions. This study contributes to the expansion of marketing research by addressing theoretical, practical, and methodological aspects of the impact of corporate social responsibility marketing on consumer behavior.

Responsible Email Marketing in Higher Education

In higher education, responsible email marketing emerges as a critical strategy for engaging students, alums, and potential students meaningfully and ethically. By comprehensively examining best practices and regulatory compliance, we aim to provide educational institutions with actionable insights for cultivating trust and enhancing communication effectiveness in their email marketing campaigns. This paper explores the nuanced landscape of responsible email marketing within higher education, focusing on balancing effective communication and ethical considerations. The paper aims to identify the starting points for creating a responsible email marketing campaign in higher education. Sources such as Marketing Compare, OmniUpdate, IBM Marketing Cloud and CoSchedule were used for secondary research. The results were formulated based on data published in surveys by RNL, Emma, Oberlo, LeadSquared, Full Fabric, Barnes and Noble, and WordStream. The following scientific research methods were used to create individual parts of the paper: extraction, information collection and processing, comparison, analysis, synthesis and interpretation. By examining current practices, regulatory frameworks, and case studies, we identify strategies institutions can employ to respectfully and effectively engage their audiences. Our analysis highlights the importance of transparency, consent, and personalisation in fostering trust and building long-term relationships with students, alums, and prospective learners.

Development of marketing research technologies as the basis of a socially responsible marketing strategy

The object of this study was the trends in the development of marketing research technologies as a basis for the strategy of socially responsible marketing. The study is aimed at solving the problem of increasing the effectiveness of the marketing strategy under the influence of digital marketing research technologies. It has been proven that under the conditions of increased competition and transformation of consumer needs, the strategy of socially responsible marketing acquires great relevance. It has been established that the use of digital marketing research technologies significantly increases the effectiveness of the strategy of socially responsible marketing, ensuring a high degree of transparency and openness of its directions. The main stages of the development of marketing research technologies have been detailed – market research, consumer behavior research, the beginning of digitization, and the digital revolution. Digital technologies, on the basis of which marketing research will be conducted in the future, have been identified – Big Data, blockchain, artificial intelligence, the Internet of Things, augmented and virtual reality. The relationship between digital technologies of marketing research and directions of socially responsible marketing strategy was substantiated. It has been established that the effectiveness of the socially responsible marketing strategy should be determined on the basis of key performance indicators (KPI) based on the elements of the 4P complex. Schemes for researching the effectiveness of areas of social responsibility for individual elements of the marketing complex based on digital technologies are proposed. On this basis, a model of the influence of digital technologies on the KPI strategy of socially responsible marketing was developed and its advantages were substantiated. The practical use of the proposed approach could provide an opportunity to choose a specific marketing research technology depending on the target orientations of social responsibility of marketing. This would provide maximum information content and support for the strategy development and implementation process.

Impact of Corporate Social Responsibility (CSR) initiatives on brand reputation: A study on how CSR activities enhance brand reputation and consumer loyalty in the context of sustainable marketing practices

Contemporary businesses cannot survive in today's cutthroat marketplace without engaging in Corporate Social Responsibility (CSR) initiatives. Examining how CSR initiatives cultivate consumer loyalty within the framework of environmentally conscious advertising campaigns, this study probes the link between CSR initiatives and public perception of brands. Community involvement, ethical work practices, and environmental stewardship are some of the CSR programs examined in this research, which seeks to understand how these initiatives influence brand image and consumer behaviour. Case studies and consumer surveys were the basis of this study, which found that CSR-active companies' reputations, as well as the trust and loyalty of their target audience, were positively impacted. Customers are more loyal than ever before to brands that reflect their values, and the research highlights the importance of companies that demonstrate genuine commitment to sustainability. Based on the findings, businesses may boost their image, get more customers involved in the long run, and differentiate themselves from rivals by making CSR a central part of their strategy. This study contributes to the growing body of literature on corporate social responsibility and sustainable marketing. It offers valuable insights for organizations that want to build a reputation that is both responsible and customer-centric.

Principles of socially responsible marketing

The concept of socially responsible marketing is considered in the context of modern trends in the economic policy of the Republic of Belarus and the state of business ecosystems. On the basis of complex analysis of scientific points of view and adaptation to modern conditions of management the author’s definition of socially responsible marketing is offered, its differentiation from the concepts of socially ethical marketing and relationship marketing is carried out. A system of principles of socially responsible marketing has been developed as the fundamental principles of strategic management of a Belarusian enterprise, which should be understood as internal social responsibility; external social responsibility; environmental responsibility; compliance with legal and ethical standards; receiving a profit.

Making the match: How Chinese food‐movement organizations develop consumers in the alternative market

AbstractMany social movement organizations promote their agendas in market spaces. As such they need to attract consumers to their cause. This article used longitudinal qualitative data collected between 2018 and 2023 in Chinese alternative food markets to explore their consumer recruitment and ongoing efforts to match movement ideologies with consumers' values, particularly regarding what makes “good food.” I argue that an iterative, two‐way learning process between organizations and consumers helped facilitate good matching and establish a stable consumer base. Organizations educated consumers about the production process and producers' stories, aligning their missions with consumers' pursuit of safety and taste and distinguishing them from mainstream markets. Consumers resonated with this cultural work but required responsible producers and market organizers. Some organizations fostered self‐affirming discussions to redirect consumer demands, while others interacted with and learned from the dynamic culture within consumer groups to co‐create their new definition of good food. This mutual learning motivated organizers to adjust their visions of ideal consumers to align movement ideologies with consumers' desires, creating the right amount of differentiation in alternative markets. This paper advances the literature on social movement organizations' market activities by revealing the interactive learning process and the diversity of alignment strategies.

Breaking the Spiral of Silence: Enhancing Marketing Education with DEI Certification for Greater Classroom and Societal Impact

ABSTRACT This study examines the impact of incorporating Diversity, Equity, and Inclusion (DEI) certification programs into higher education marketing curricula on students’ acceptance, competency in DEI topics, and perceived employment success. Against a societal backdrop marked by divisiveness and silencing of minority voices, known as the Spiral of Silence, this research aims to determine whether DEI certifications in marketing curricula can influence students’ perceptions and attitudes toward DEI discussions in the classroom, as facilitated by their instructors. It assesses the role of instructors’ perceived credibility in DEI discussions and how DEI certification affects students’ willingness to engage in DEI discourse both within the classroom and in broader community contexts, including social media. The findings indicate a significant increase in students’ willingness to participate in DEI classroom discussions, suggesting that certifications can enhance classroom dynamics and acceptance of DEI messages. Further, it empowers them to engage in meaningful DEI discussions on social media post-certification. This research underscores the potential of integrating DEI certifications into marketing curricula to improve student engagement with DEI issues, contributing to a more inclusive and equitable societal discourse while creating responsible marketing professionals and engaged citizens.

A Transformative Orientation Model for Encouraging Responsible Marketing Actions

This set of studies tackles a timely, important, yet often overlooked component of marketing—encouraging marketing actors to engage in a socially just and responsible orientation to improve decision-making. We build on ethical, sustainable, social justice, and social marketing pedagogy by combining transformative learning theories with stakeholder recognition to provide a model that explains how marketers can develop a transformative orientation. With five studies, including three semester-long field experiments, one natural experiment/event study on Black Lives Matter Google searches, and a lab experiment, we present captivating empirical evidence that market actors can change their orientation to be more responsible and just. The model recognizes the importance of using a balanced frame of reference for marketing, and how this is mediated by metacognition activation and perspective gathering. This paper provides initial empirical evidence demonstrating how the way marketing materials are presented can improve the degree of transformation.

The Contemporary Position of Socially Responsible Marketing – The Past and Present

Many factors drive companies to pursue higher levels of CSR, including changes in employee and customer needs, management and government pressure, business interests in relational models, and compliance with supply chain processes. The foundation of business knowledge as business ethics includes compliance with legal and ecological principles. Businesses should ensure that all employees understand and comply with applicable laws. Businesses should implement and publish a written policy to promote a culture of ethical behaviour within the organisation and to hold employees accountable for legal and ethical compliance. By using these strategies or similar strategies, companies can create opportunities to reduce current and future expenses, increase competitiveness and market performance, and improve results. In today›s business world, ecological concepts are increasingly used in the market as a necessary prerequisite for developing competitive advantage and brand awareness. Business strategies and the need to create products and services that meet customer needs have had a significant impact on the evolution of environmental awareness. This article focuses on the current state and development of the business sector.

Cannabis-infused foods: Phytonutrients, health, and safe product innovations.

Cannabis-infused foods are currently on the rise in markets all around the world. Meanwhile, there are concerns over the health implications for consumers. Studies have explored the therapeutic potential and nutritional and economic benefits of cannabis usage. Yet, the phytonutrients, processing methods, and health implications of cannabis-infused foods have not been well explored. This review evaluates existing evidence on the nutritional, processing, safety, and phytonutrient composition of cannabis-infused food products and their medicinal and functional prospects. Cannabis seeds contain the highest amount of dietary nutrients, while flowers contain the highest amount of bioactive constituents. Oils, butter, seeds, flowers, and leaf extracts are the plant forms currently incorporated into food products such as beverages, baked products, cooking ingredients, functional foods, nutraceuticals, and nootropics. Cannabis-infused foods have been found to offer therapeutic benefits for pain management, brain function, gut health, and certain cancers. Findings also show significant constraints associated with cannabis-infused foods regarding dosage guidelines, limited research, efficacy, and long-term health effects on consumers. This is further worsened by the lack of policies that regulate the industry. To realize the full potential of cannabis use in the food and health industries and in research, regulatory guidelines are needed to control dosages and improve its efficient use in these industries. This will go a long way to ensure the safety of cannabis users and enhance responsible production, marketing, and distribution.

Роль соціально відповідального маркетингу в забезпеченні стратегічного розвитку підприємства

In the contemporary business landscape, integrating socially responsible marketing into enterprise strategies is increasingly recognized as a critical factor for sustainable development. This article delves into the essential role that socially responsible marketing plays in ensuring the strategic development of an enterprise, highlighting its impact on long-term viability and competitiveness. Socially responsible marketing involves incorporating ethical, social, and environmental considerations into marketing practices, fostering a more holistic approach to business development. As consumers become more conscious of the ethical implications of their purchasing decisions, enterprises that prioritize socially responsible marketing are better positioned to build trust, customer retention, and a more substantial market presence. Furthermore, the article explores the role of SRM in driving the strategic development of enterprises. By emphasizing sustainability and social responsibility, businesses are encouraged to develop new products and processes that minimize environmental impact and address societal needs. Moreover, socially responsible marketing fosters strong relationships with stakeholders, including investors, communities, and regulatory bodies. Transparent communication and genuine efforts to address social and environmental issues help build stakeholder trust and support, which are crucial for long-term strategic sustainability. This positive stakeholder engagement also mitigates risks and enhances the enterprise’s ability to navigate complex environments. In conclusion, integrating socially responsible marketing into the strategic development of an enterprise is not merely a trend but a fundamental component of modern business practice. Socially responsible marketing supports the sustainable development of an enterprise by aligning economic, social, and environmental goals, thereby creating a competitive advantage and ensuring long-term success. As businesses continue to evolve in response to global challenges, the adoption of socially responsible marketing will be essential for maintaining relevance and achieving strategic objectives. Keywords: enterprise development, strategic development, sustainable development of an enterprise, development strategy, strategic sustainability, social responsibility, socially responsible marketing, enterprise.

Unboxing the child influencer paradoxes: a research agenda

ABSTRACT Child toy unboxers unintentionally and intentionally participate in paradoxical practices. The child influencer industry, shaped by ideological conflicts, is a foreign topic in the marketing domain despite its popularity. Drawing upon paradox theory, this conceptual article investigates three main paradoxes of child toy unboxers by addressing the following research questions: What are the paradoxical tensions that manifest in child toy unboxing industry? What research directions will prove fruitful for advancing our understanding of these paradoxical tensions and its implications for child toy unboxing marketing? Departing from the traditional perspective that positions opposite elements as separate and exclusive worlds, the disposition of these paradoxes provides new insights into the complex world of child influencers. This paper presents new research prospects and implications that promote socially responsible child influencer marketing.

Revealing the synergetic influence of pharmaceutical marketing strategies on physician prescription patterns: a moderated mediation investigation

PurposeThis study aims to investigate the combined impact of pharmaceutical marketing strategies, specifically free drug samples and interactions with medical representatives, on physicians’ attitudes and prescribing behavior in Jammu and Kashmir, India.Design/methodology/approachTo achieve this objective, data were collected from a sample comprising 425 physicians. A six-point forced-choice Likert scale was used for data collection, and cluster sampling techniques were used in the study design.FindingsThe study reveals significant insights into pharmaceutical marketing’s influence on physician behavior. Free drug samples exert a positive influence on both physician attitudes and prescribing behavior. Physicians’ attitudes, in turn, significantly affect their prescribing decisions. Mediation analysis demonstrates that free drug samples indirectly influence prescribing behavior through shifts in physician attitudes. Effective medical representatives amplify this influence, as stronger associations between free drug samples and physician attitudes are observed when representatives are more effective.Originality/valueThis research contributes by unraveling the intricate dynamics between marketing strategies, physician attitudes and prescribing behavior in Jammu and Kashmir, India. It underscores the importance of ethical pharmaceutical marketing practices, highlighting the substantial role of free drug samples and the crucial function of effective medical representatives in shaping physician behavior. Ultimately, this study sheds light on how responsible pharmaceutical marketing and adept medical representatives can improve health-care outcomes in the region.

Role of Social Media Influencers in Brand Management in Indonesia

Purpose: The aim of the study was to examine the Role of Social Media Influencers in Brand Management in Indonesia. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The role of social media influencers in brand management in Indonesia has become increasingly significant, reshaping how brands connect with their target audiences and build their market presence. Influencers, with their substantial followings and authentic engagement, have emerged as powerful intermediaries between brands and consumers, effectively amplifying brand messages and enhancing brand visibility. By leveraging the trust and relatability that influencers command, brands in Indonesia have successfully tapped into niche markets, driving higher engagement rates and fostering stronger consumer loyalty. Influencers' ability to create compelling, personalized content allows brands to convey their values and narratives in a more relatable and impactful manner, resonating deeply with diverse consumer segments. Unique Contribution to Theory, Practice and Policy: Social Influence Theory, Source Credibility Theory & the Elaboration Likelihood Model (ELM) may be used to anchor future studies on Role of Social Media Influencers in Brand Management in Indonesia. Brands should prioritize authenticity and transparency in their influencer partnerships to build trust and credibility with consumers. Encouraging influencers to disclose sponsored content and maintain genuine relationships with their followers enhances brand authenticity and fosters long-term brand-consumer relationships. While macro-influencers may have larger followings, micro-influencers often offer higher engagement rates and niche audience targeting. Brands should consider partnering with micro-influencers who align with their brand values and target demographics to maximize the impact of influencer marketing campaigns. Governments and organizations should invest in influencer education programs to equip influencers with the necessary skills and knowledge to navigate ethical and legal considerations in their content creation and brand partnerships. Providing influencers with guidance on best practices and compliance standards promotes responsible influencer marketing practices and enhances the overall integrity of the industry.

THE ROLE OF THE LEADER IN THE FORMATION OF CORPORATE CULTURE OF THE ENTERPRISE

Relevance: the role of leadership in shaping the corporate culture of an enterprise is crucial for the success and sustainable development of the organization. Purpose: the article aims to determine the importance of leadership qualities in the process of formation and development of corporate culture of enterprises. Research methods: to achieve this goal, the article uses a methodology that includes analytical review, categorization and integration of data from various sources to better understand the relationship between leadership and corporate culture, which allowed to identify effective approaches to cultivating corporate values. The study found that leaders play a key role in shaping corporate culture through their personal and professional qualities, ability to motivate and unite the team, and ability to implement corporate values in the company's daily operations. Various approaches to management, from strict control to open participation, have a significant impact on the formation of corporate culture, which requires leaders to be flexible in choosing their leadership style based on the needs of the business and its strategic vision. The effectiveness and productivity of corporate culture depend on the ability of leaders to demonstrate diverse qualities that include not only professionalism and personal characteristics, but also social responsibility, value orientations and strategic marketing thinking. Such qualities contribute not only to effective management and team spirit, but also to creating an atmosphere conducive to innovation and longterm development. Corporate culture is a key factor that affects all areas of an organization's life, with people at the center of this process with their relationships, respect and personal growth, which is the basis for creating an effective work environment. Practical significance: the results of the study can be used by managers to formulate an effective strategy for the development of corporate culture.

ФОРМИРОВАНИЕ НАЦИОНАЛЬНОЙ ПАРАДИГМЫ ЗЕЛЕНОЙ ЭКОНОМИКИ РФ В УСЛОВИЯХ ГЛОБАЛЬНОЙ ЭКОНОМИЧЕСКОЙ И ПОЛИТИЧЕСКОЙ ТУРБУЛЕНТНОСТИ

The scientific article is devoted to the study of the formation of a green economy model in Russia in the context of global economic and political turbulence. The formation of the green economy paradigm in Russia is currently facing multiple contradictions of geopolitical and economic nature, so it is not possible to determine an unambiguous course of action. Taking into account the national peculiarities of the green economy paradigm (the exclusive role of government participation in the formation of a green economy; the lack of proposals for the development of some universal principles of responsible market behavior, compiled by the business community itself; the fears of the political leadership in terms of the embargo on the supply of energy assets to the European market), the author has identified the following scenarios for the development of the green economy: freezing of work on the formation of a green economy; environmental compromise.

Navigating brand purpose in the post-pandemic era: insights from marketing agencies on supporting SDGs through strategic delineation and execution

PurposeThis study aims to investigate the role of marketing agencies in aligning brand purpose with the Sustainable Development Goals (SDGs) in the post-pandemic era. This study explores whether and how marketing agencies delineate and execute brand purpose in a way that supports sustainable consumption and marketing models.Design/methodology/approachData were gathered from semi-structured interviews with 35 senior managers at UK-based marketing agencies. The interviews were recorded, transcribed and analysed using NVivo software for inductive coding.FindingsThe study reveals that brand purpose in the post-pandemic era is increasingly aligned with the SDGs. Marketing agencies play a pivotal role in this alignment, as they not only help to delineate and execute the brand purpose but also do so in a way that amplifies perceived authenticity in the eyes of the brand stakeholders.Originality/valueThis research underscores the significance of marketing agencies in delineating and executing brand purpose that aligns with the SDGs. It enriches the literature by illustrating how agency expertise contributes to the evolution of brand purpose, guiding businesses towards responsible marketing practices and consumption patterns that support a sustainable future.

Corporate social responsibility, policy framing and strategic marketing: understanding the alcohol industry’s use of social media in Uganda

BackgroundSub-Saharan Africa is important to the future of alcohol and global health because the alcohol market there is expanding rapidly in a relatively young population. This entails a corresponding contest about whether the policy measures adopted will be shaped by scientific evidence or by industry interference in alcohol policy. This study examines how alcohol industry actors use social media.MethodsUganda was selected for study because of high levels of alcohol harm and recent alcohol policy debates. Data on the X (formerly Twitter) activity of the Ugandan companies of AB InBev and Diageo, who are the two main brewers, and the trade association including both, were collected, coded and thematically analysed.ResultsX is used overwhelmingly by alcohol industry actors in Uganda to promote corporate social responsibility (CSR) and alcohol policy framing content. There is little direct product marketing. The framing of policy problems and solutions, and of the actors involved in policymaking and CSR resembles that used elsewhere in the political strategies of the transnational alcohol corporations. Content which appears more emphasised in Uganda includes material on farmers, illicit trade and contribution to the economy. As elsewhere, it avoids giving attention to the policy measures which would make a difference to the levels of alcohol harms endured by Uganda. Rhetorically, X is thus used to create a parallel universe, in which the actual harms and what is known about how to reduce them are conspicuous by their absence.ConclusionsThe alcohol industry presents itself as indispensable to Uganda’s future and appears to have developed relationships with politicians, partnerships with government, and built a coalition with farmers. This means the alcohol industry may be well positioned to oppose public health policy measures, even though their arguments lack substance and are at odds with the evidence.

Scroll, Stop, Shop: Decoding impulsive buying in social commerce

Technological advancements within social commerce platforms, such as “action buttons” on Facebook or Instagram (e.g., the “Shop” button), have simplified how customers interact with brands, leading to greater impulse buying opportunities. Using a mixed methodology in two studies involving Instagram users in the United States (US), this research conceptualizes (Study 1) and operationalizes (Study 2) a higher-order model of consumer motivation for social commerce engagement as a hierarchical construct that drives the urge to impulse buy. Further, consumer–brand identification and perceived social risk of commenting are included in the proposed framework. Results show consumer motives of brand intimacy, shopping planning, entertainment, channel advantage, remuneration, and escapism influence impulse buying. Findings further identify consumer–brand identification as a mediating mechanism between consumer motivation and the urge for impulse buying, which also neutralizes the negative moderating effect of the perceived social risk of commenting on social platforms. This study contributes to motivation and impulse buying theory as well as social commerce practice. The findings inform content marketing activities seeking to heighten customers’ urge for impulse buying and mitigate contingency variables. This study also acknowledges related ethical considerations, including the need for brands to understand the urge to impulse buying behaviors to ensure responsible marketing practices that align with principles of consumer well-being.

Commentary on “Look up! Five research proposals for rethinking marketing in a post-growth society”: Contribution of lacanian discourse to a more responsible marketing

In this article, we comment on the reflection of Rémy et al. on marketing in a “post-growth” society, where the exchange partners encompass all the stakeholders with which the organization interacts, including its natural environment. We share the idea of Rémy et al. that marketing must radically evolve. We extend their point of view by adopting a Lacanian perspective. According to Lacan, discourse is what creates the “social bond.” We then propose, based on the Lacanian theory of discourse, to question what the discourse of a responsible marketing would be in a post-growth and therefore post-jouissance society.