Responsible Marketing and Its Impact on Business Performance: A Longitudinal Study

This research article explores, analyzes, and justifies the requirement of socially responsible activities of the corporation in the light of alternative approach to marketing promotion. In fact, this research claims for more societal activity-based promotion (responsible marketing) in place of product driven advertisement-based marketing (traditional) only. Thus, this research refutes the combined impact of societal activities (donation and employee expenditure) and advertisement (Advertisement Expenditure) on business performance (Profit/Sales). This has been analyzed with longitudinal (time series) data for 15 year period of the available 9 companies in capitaline database. Appropriate methodologies in regards to time series data have been performed. The findings are thought-provoking since the evidence of combined effect is not that much visible, though its impact in comparison with marginal effect is quite more. Finally, to conclude this research refutes the utility of advertising as a means of promotion, but at the same time, it indicates the changing direction of advertisement content from product feature-based to more societal activity-based.