Social Media Marketing Management: A Conceptual Framework

Managers today face many challenges when using social media in their marketing strategies. Drawing from social media literature, this study introduces a new framework to assist managers in developing and using social media as a marketing tool. This framework has four dimensions related to the actions managers perform when implementing and engaging with social media: messaging/projecting, monitoring, assessing, and responding. Each dimension of the framework may be applied differently based on the firm’s strategic direction or focus. The framework provides an opportunity for a firm to examine the entire scope of social media marketing from a broad strategic perspective as well as a more tactical perspective. Propositions formulated by the authors suggest how organizations with different strategic characteristics may manage social media differently. The study provides an understanding for managers of the variety of issues related to the specific aspects of maintaining a firm’s online presence based on a firm’s scope, culture, structure, and governance.     

An Ethical Framework for the Marketing of Corporate Social Responsibility

Purpose The purpose of this paper is to develop an ethical framework for the marketing of corporate social responsibility. Methods The approach is a conceptual one based on virtue ethics and on the corporate identity literature. Furthermore, empirical research results are used to describe the opportunities and pitfalls of using marketing communication tools in the strategy of building a virtuous corporate brand. Results/conclusions An ethical framework that addresses the paradoxical relation between the consequentialist perspective many proponents of the marketing of CSR adopt, and ethical perspectives which criticize an exclusive profit-oriented approach to CSR. Furthermore, three CSR strategies in relation to the marketing of CSR are discussed. For each CSR strategy it is explored how a corporation could avoid falling into the promise/performance gap.     

Strategy Development: Conceptual Framework on Corporate Social Responsibility

Corporate social responsibility (CSR) and its action-oriented offspring Corporate Citizenship (CC) currently trigger an intensifying debate on ethics, role and behavior of companies within civil society. For companies, CSR raises the question of what may be the “good reason(s)” for acting responsible towards its members, customers or society. In order to answer this question, we face the debate on CSR and its strategic engagement drivers on the levels of corporate culture, social innovation, and civil society. In this article, we provide a conceptual framework based on the analytic distinction of legitimation and sensemaking. The conceptual framework developed in this article can serve as a basis to develop a company’s CSR strategy. It provides measures and instruments to make complex CSR processes more visible and manageable.     

The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior

Based on the assumption that consumers will reward firms for their support of social programs, many organizations have adopted corporate social responsibility (CSR) practices. Drawing on social identity theory, a model of influence of CSR on loyalty is developed and tested using a sample of real consumers. Results demonstrate that CSR initiatives are linked to stronger loyalty both because the consumer develops a more positive company evaluation, and because one identifies more strongly with the company. Moreover, identity salience is shown to play a crucial role in the influence of CSR initiatives on consumer loyalty when this influence occurs through consumer-company identification. A strong identifier is not necessarily in a constant state of salience, but activating identity salience of a particular consumer social identity (a company) will affect consumer reactions to product stimuli, increasing consumer loyalty.     

The Potential Secondary Effects of Consumer Legislation: A Conceptual Framework

In recent years, numerous pieces of consumer-oriented legislation have been passed at both the federal and state levels. Although such laws are usually assumed to have a beneficial impact on consumers, situations may occur when either (a) the law fails to accomplish its primary objectives because of poor design and implementation, weak enforcement, and/or illegal action on the part of business firms that allow them to circum vent the law, or (b) the law leads to unforeseen strategy change by business firms that tend to minimize or nullify the expected benefits of the legislation. These unforeseen reactions or secondary effects frequently serve to weaken the law's potential benefit for the consumer. This paper focuses on the secondary effects problem by examining the kinds of strategy changes that business firms might make in response to consumer legislation and the factors affecting these changes. An analytical framework is developed for evaluating the potential costs to the consumer of these secondary effects and comparing these costs with the expected benefits to be derived from consumer protection laws.     

A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study

Corporate Social Responsibility (CSR) programs are increasingly popular corporate marketing strategies. This paper argues that CSR programs can fall along a continuum between two endpoints: Institutionalized programs and Promotional programs. This classification is based on an exploratory study examining the variance of four responses from the consumer stakeholder group toward these two categories of CSR. Institutionalized CSR programs are argued to be most effective at increasing customer loyalty, enhancing attitude toward the company, and decreasing consumer skepticism. Promotional CSR programs are argued to be more effective at generating purchase intent. Ethical and managerial implications of these preliminary findings are discussed. Julie Pirsch, Ph.D., is an Assistant Professor of Marketing at Villanova University. She researches in the areas of cause-related marketing, corporate social responsibility, and new product development. Shruti Gupta, Ph.D., is an Assistant Professor of Management at The Pennsylvania State University at Abington, in Abington, Pennsylvania. Dr. Gupta’s research interests lie in the area of corporate social responsibility, cause-related marketing, environmental consumerism, and social marketing issues. Stacy Landreth, Ph.D., is an Assistant Professor of Marketing at the University of North Texas. She researches in the areas of cause-related marketing and social marketing alliances, as well as advertising source effects.     

Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-cultural Evaluation

The concept of corporate social responsibility is becoming integral to effective corporate brand management. This study adopts a multidimensional and cross-country perspective of the concept and analyses consumer perceptions of behaviour of four leading consumer products manufacturers. Data was collected from consumers in two countries – Spain and the UK. The study analyses consumers’ degree of interest in corporate responsibility and its impact on their perception about the company. The findings here suggest a weak impact of company-specific communication on consumers’ perception. The implications of this study are relevant to companies for strengthening their social responsibility associations with the consumers. Dr. Jaywant Singh is Senior Lecturer at Kingston University, London where he teaches consumer behaviour and international marketing. His research interests include customer loyalty, product variants, new brands, corporate social responsibility, and consumer panel data. He received his PhD in marketing in 2004. Dr. Maria de Mar Garcia de los Salmones is Lecturer at University of Cantabria (Spain). Her current research interests include corporate social responsibility, brand image and consumer behaviour. She received her PhD in business administration in 2002. Dr. Ignacio Rodriguez de Bosque is Professor of Marketing at the University of Cantabria (Spain). His current research interests include Business Communication, relationship marketing and distribution channels. He has published in several international journals such as Tourism, Management, Journal of Retailing and Consumer Services and Industrial Marketing Management.     

Consumer Reactions to Corporate Tax Strategies: Effects on Corporate Reputation and Purchasing Behavior

On the basis of an interdisciplinary approach linking taxation, marketing, and corporate social responsibility, the present research investigates the effects of media reports on aggressive and responsible corporate tax strategies (CTSs) on corporate success with consumers. By means of two laboratory experiments (N = 150, 360), we analyze the effects of the CTSs on corporate reputation, consumer purchase intention, and the consumer’s willingness to pay. Our results suggest that aggressive CTSs diminish corporate success with consumers, whereas responsible CTSs enhance it. Nevertheless, consumers are not willing to pay a price premium for products sold by responsible tax-planning companies, but rather punish aggressive tax-planning companies through a slightly lower willingness to pay. Finally, consumers’ tax morale and their attitude toward tax avoidance are important moderating variables. Given the growing level of media interest in taxation, our findings are crucial for assessing consumer-related non-tax costs and the benefits of different CTSs.     

基于消费者运动的社会营销学研究综述

20世纪美国消费者运动风起云涌。推动了政府的立法活动和营销学研究。本文回顾美国消费者运动的进程，评述基于消费者运动的社会营销学研究，并对中国的消费者权益保护及其社会营销学研究提出建议。     

Overcoming Consumer Skepticism in Cause-Related Marketing: The Effects of Corporate Social Responsibility and Donation Size Claim Objectivity

Even though cause-related marketing has become an increasingly popular marketing tool, consumers have become skeptical about this strategy. Consumer skepticism is likely to lower the acceptance of advertising claims. The current study investigates how marketers might minimize consumer skepticism by varying the level of perceived corporate social responsibility and the level of claim objectivity regarding donation size. The results indicated that consumers were more likely to disbelieve the ad claim when the advertiser was perceived to be socially irresponsible than responsible. In addition, consumers were more likely to disbelieve the ad claim when the donation size was stated subjectively than objectively.     

The Effects of Cause-Related Marketing Appeals on Consumer Purchase and Donation Behavior

Donors to the U.S. Special Olympics were surveyed to determine which buyer considerations in a cause-related market- ing scenario (product, cause and/or price) are most important. Donors are most likely to participate in a CRM promotion for a brand they regularly use, for a cause they are familiar with, and when the CRM brand costs the same or less than the competing brands. In general, younger, more educated adults and women were more likely to participate in CRM promotions. Organizations may be more suc- cessful with CRM programs aimed at these demographic segments.     

公司治理、企业社会责任与消费者权益保护问题研究

按照近年兴起的利益相关者治理理论,企业社会责任是公司治理结构的核心特征,公司治理结构的设置必须认同和适当保护消费者等利益相关者的合法权益,以履行社会责任为公司治理的基本目标.本文提出我国当前完善外部法律制度环境是企业履行对消费者的社会责任的前提和基础,完善消费者参与的公司治理的内部和外部机制是建立健全企业社会责任,强化消费者权益保护的重要保障.     

Transport Behavior: A Role for Social Marketing

SUMMARY

This article discusses travel behavior widely acknowledged to be a significant source of pollution: the use of private transport commonly referred to as the automobile. While this behavior can be tackled in a number of ways, this article presents an overview of key issues inhibiting a voluntary change in behavior among automobile users. These topics were identified based upon qualitative research data that was gathered from a number of UK households. The research methodology adopted different social marketing collateral in each of the households during the period of research. While weaknesses are identified in the marketing collateral, the research concludes that social marketing in itself cannot persuade people to make significant changes in their travel behavior. There are deeper issues at work for commuters that need to be more fully understood by the transport research community. The value of social marketing instead may lie as an effective channel of communication that can be utilized by designated authorities in delivering important transport messages to commuters and private transport users at large.     

Consumer Interests and the Ethical Implications of Marketing: A Contingency Framework

The increasing efforts by marketers to target diverse groups of consumers call for a closer examination of the ethical implications of market segmentation and differentiated marketing. Previous research suggests that marketers and consumers often differ in their perceptions of marketing ethics. Based on contingency theory, this research proposes an integrated framework—which includes the nature of the product, consumer characteristics, and market selection—to analyze the ethical complexities of the marketing exchange. Interactions among these factors lead to various contingencies with different ethical implications for marketing managers and public policy makers. Marketers should assess consumer interests and the ethics of marketing programs before their implementation     

A Conceptual Framework for Investigating ‘Capture’ in Corporate Sustainability Reporting Assurance

The assurance of corporate sustainability reporting has long been a controversial field. Corporate management and assurance providers are routinely accused of ‘capturing’ what should be an exercise in public accountability. This article responds to recent calls for an analysis of the process by which ‘capture’ takes place. Integrating elements of neo-institutional theory and the arena concept, the article sets out a fresh conceptual framework for investigating the dynamics of the interactions between the various bodies active in the assurance field in the UK.     

Social Commerce: A Contingency Framework for Assessing Marketing Potential

A key issue for marketers resulting from the dramatic rise of social media is how it can be leveraged to generate value for firms. Whereas the importance of social media for brand management and customer relationship management is widely recognized, it is unclear whether social media can also help companies market and sell products. Extant discussions of social commerce present a variety of perspectives, but the core issue remains unresolved. This paper aims to make two contributions. First, to address the lack of clarity in the literature regarding the meaning and domain of social commerce, the paper offers a definition stemming from important research streams in marketing. This definition allows for both a broad (covering all steps of the consumer decision process) and a narrow (focusing on the purchase act itself) construal of social commerce. Second, we build on this definition and develop a contingency framework for assessing the marketing potential that social commerce has to offer to firms. Implications for researchers and managers, based on the proposed definition and framework, are also discussed.     

Sustainable Consumption Behavior in Sub-Saharan Africa: A Conceptual Framework

This paper develops a conceptual framework for investigating the adoption patterns, inhibitors, and facilitators (PIF) of sustainable consumption in sub-Sahara African (SSA) settings. Literature evidence shows paucity of empirical studies on sustainable consumption from SSA, which partly explains lack of suitable conceptual framework to guide research in this area. Also, the existing frameworks, which were developed outside SSA may not be suitable for constructing sustainable consumption behavior in SSA because of its peculiarities. The key significance of this article is the potential of providing future researchers in this area with a framework to guide and manage their studies. As a conceptual article, insight was drawn from a plethora of scholarly articles in the domain of sustainable consumption and related areas. The framework is built on four key constructs—adoption patterns, inhibitors, facilitators (PIF), and intention. As a guide for studies from the SSA, the article includes an empirical section, which provides preliminary empirical validation for the proposed PIF conceptual framework based on a pilot test. The result from the pilot study, using structural equation modeling (SEM), led to positing the PIF Sustainable Consumption model, thus giving support for the PIF Conceptual Framework, which this article puts forward. In addition, the proposed PIF conceptual framework is capable of providing insight for crafting sustainability-related policies. © 2016 Wiley Periodicals, Inc.     

Consumer and Corporate Values: Yet Another View on Global Marketing

The author examines the issue of multinational marketing first from the point of view of the consumer. He argues that consumers make very personal decisions about the brands which they purchase. These decisions are based on each individual's own value system and on the values he or she sees in the brand. Independent research undertaken by the J. Walter Thompson Company indicates that successful multinational marketers understand this process. The entire debate on global marketing really concerns the management, development, manufacture, distribution and sales of brands around the world. The important link between consumers and marketers is the link of values. Because successful marketers understand both consumer values and brand values, they are capable of developing brands that work effectively across borders.