Measuring Effectiveness of Cause-Related Advertising across Multiple Media Channels

Abstract

This study examines the viability of cause-related marketing across various media channels and levels of product connection. This study specifically looks at whether extensive exposure to cause-related promotions across multiple channels increases purchase intentions and has a significant impact on perceptions of Corporate Social Responsibility Image (CSRI), Altruistic Firm Motives (AFM), Customer Company Identification (CCI), and Perceived Company Cause Fit (PCCF) when compared to exposure through a single channel. The study uses a 3×2 mixed factorial design to examine the impact of repetitive cause-related advertising in print, internet, and television. When different levels of product engagement are considered, the results indicate that using several channels increases the impact of cause-related marketing initiatives. This is accomplished via eliciting stronger responses in terms of consumer social responsibility involvement, affective feelings toward marketing, cognitive processing of the campaign, consumer-company identification, attitude toward advertising, and intent to purchase. This study looks into how to improve communication strategies to boost support for social causes while also fostering good consumer attitudes and involvement. It also helps us understand how different media might work together to have a greater impact on cause-related marketing. It identifies prospective topics of research in this field and emphasizes the importance of broadening media platforms to improve the effectiveness of cause-related advertising.