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Impact of cause-related marketing on consumer advocacy and cause participation: a causal model based on self-reports and eye-tracking measures

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Impact of cause-related marketing on consumer advocacy and cause participation: a causal model based on self-reports and eye-tracking measures

dc.contributor.author	Badenes Rocha, Alberto
dc.contributor.author	Bigné Alcañiz, José Enrique
dc.contributor.author	Ruiz Mafé, Carla
dc.date.accessioned	2023-11-13T12:03:45Z
dc.date.available	2023-11-14T05:45:06Z
dc.date.issued	2021	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/91073
dc.description.abstract	Cause-related marketing improves corporate image and consumer attitudes toward brands. An important research gap is how the visual attention paid to cause-related cues in social media affect consumer attitudes and behaviors. In the present study, we analyze the moderating role of the visual attention paid to Instagram-based, cause-related posts on the impact of consumer perceptions (i.e., corporate image), beliefs (trust), and attitudes (i.e., corporate social responsibility [CSR] support) on behavioral intentions (i.e., cause participation, consumer advocacy, and intention to share posts) for fast-food restaurants. Data for the study were collected in a between-subjects experiment with 123 participants. Visual attention was measured using eye-tracking technology, and consumer attitudes and behavioral intentions through an online survey. The results show that the greater the attention paid to images (amount and duration of fixations) and the more revisits made lead to more positive attitudes and behaviors toward the cause and the company. On the other hand, the more time spent looking at the company's responses to negative user-generated content weakens the relationship between trust and consumer advocacy toward the company. These results can help practitioners design appropriate cause-related marketing strategies in social media.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Wiley	es_ES
dc.source	Badenes-Rocha, A., Bigne, E., & Ruiz, C. (2022). Impact of cause-related marketing on consumer advocacy and cause participation: A causal model based on self-reports and eye-tracking measures. Psychol Mark, 39, 214–226.	es_ES
dc.subject	cause participation	es_ES
dc.subject	cause‐related marketing	es_ES
dc.subject	consumer advocacy	es_ES
dc.subject	eye‐tracking	es_ES
dc.subject	fast‐food restaurants	es_ES
dc.subject	social media	es_ES
dc.title	Impact of cause-related marketing on consumer advocacy and cause participation: a causal model based on self-reports and eye-tracking measures	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.1002/mar.21590	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES