Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Guerreiro, J. & Loureiro, S. (2020). Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries. Voluntas. 31, 1330-1342
Exportar Referência (IEEE) 
J. R. Guerreiro and S. M. Loureiro,  "Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries", in Voluntas, vol. 31, pp. 1330-1342, 2020
Exportar BibTeX 
@article{guerreiro2020_1714601282669,
	author = "Guerreiro, J. and Loureiro, S.",
	title = "Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries",
	journal = "Voluntas",
	year = "2020",
	volume = "31",
	number = "",
	doi = "10.1007/s11266-020-00282-x",
	pages = "1330-1342",
	url = "http://link.springer.com/journal/11266"
}
Exportar RIS 
TY  - JOUR
TI  - Cause-related marketing in the digital era: how enterprises can deal with international campaigns in individualist versus collectivist countries
T2  - Voluntas
VL  - 31
AU  - Guerreiro, J.
AU  - Loureiro, S.
PY  - 2020
SP  - 1330-1342
SN  - 0957-8765
DO  - 10.1007/s11266-020-00282-x
UR  - http://link.springer.com/journal/11266
AB  - The purpose of the paper is to (i) analyze how different users of social media (Twitter) interact and spread cause-related communication and (ii) explore how people search for cause-related marketing campaigns online, allowing a comparison between individualist and collectivist cultures. A social network analysis was used to map the different types of networks created by online users. A second in-depth study on how online users search for cause-related marketing campaigns used a 5-year analysis. Online users in individualist countries are more engaged with a broader community than those in collectivist countries who focus their attention on a narrower set of CRM messages. These findings are useful insights for companies and charities, which should adopt different strategies depending on the culture.
ER  -