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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
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
@article{guerreiro2020_1724525242862, 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" }
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 -