<p><span>Las campañas de mercadotecnia alineadas a prácticas de Responsabilidad Social Empresarial (RSE) son cada vez más comunes como una estrategia para lograr la diferenciación de marca y la preferencia de los consumidores. Sin embargo, el reto para muchas empresas está en entender como impactan las campañas sociales y ambientales patrocinadas por una marca en la decisión de compra del consumidor y cómo estas campañas generan beneficio económico y social. Considerando el hecho de que los consumidores toman decisiones de compra basándose en varios atributos, utilizamos el análisis conjunto para determinar el impacto de tres atributos: campaña de RSE, marca, y precio en las decisiones de compra. Se recolectó información de una muestra de consumidores mediante una encuesta electrónica y se analizó utilizando un modelo de regresión con datos panel. Con base a esta muestra, se determinaron los efectos directos e indirectos de las campañas de RSE en la preferencia del consumidor y se desarrolló un método para mapear el incremento en las preferencias en su equivalente monetario. Los resultados arrojan que el consumidor está dispuesto a pagar un sobreprecio aproximado de 22% por productos líderes en la categoría estudiada asociados a campañas con causa social, en comparación a un 10% en productos menos posicionados. Este efecto no está presente en campañas ambientales. De esta forma, se demuestra que las campañas sociales crean beneficios económicos para la empresa mientras que la sociedad se beneficia de la participación del consumidor en este tipo de campañas.</span></p>
Nowadays, it is common practice for corporations to communicate with consumers through social network sites (SNSs), such as YouTube, which allow consumers to share and comment on companies' sponsored videos communicating their marketing campaigns. The authors conducted a qualitative assessment of posts written on the official YouTube site of Coca Cola, where the brand asks consumers to join in a brigade against obesity. Results extend the current knowledge about consumers' negative electronic word of mouth (eWOM), identifying three forms of cynical consumer communication styles in response to corporate campaigns on SNSs: skeptical, passiveaggressive and warrior eWOM. Managerial implications, limitations and some avenues for future research are indicated.
Smartphones have transformed how individuals engage with each other, their leisure time, their work, and even the way they take care of their health. With a qualitative study, we explore how Smartphone apps and social network sites (SNSs) are being used by individuals who want to take care of their health. Findings suggest that individuals are taking advantage of digital technologies to improve their wellbeing in several manners: they use wearable devices to monitor their health and track their physical activity, keep in touch with doctors and health coaches using instant mobile messaging applications, and join virtual communities seeking for advice and support. Being a member of these communities provides certain advantages and rewards that motivate individuals to act on their good intentions toward their health. Given the high rates of adoption of digital technologies, speciic social marketing campaigns can be designed to inluence health behavior, including health promotion and interventions to help individuals achieve personal goals and improve the quality of their life.
Young millennials (i.e., 18 to 24 years old) are not a primary market for the traditional banking system, especially in emerging economies. Despite the fact that almost 30% of college students have partial jobs, economic resources are limited and access to finance seems utopic. Banking services throughout the world but especially in growing economies do not fully serve students because of their lack of resources. Whether to pay for college studies or clothing, dinner or a weekend vacation, young millennials do not expect to receive banking credit from the big bank brands. In fact, this market segment is served by the retail industry with their own credit programs and financial services. In this chapter, the authors explore how young millennials have access to savings and credit, their spending behavior, their attitudes towards traditional sources of finance, and their financial inclusion and literacy. They also conducted an empirical exploratory study among college students in Mexico to hear firsthand how they managed their finances.
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