The communication effect of promotion strategies, altruism, and egoism in the context of omnichannel cause‐related marketing: An experimental study
Hsin‐Hui Lin,
Jia‐Yun Chen,
Jih‐Hua Yang
Abstract:This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause‐related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co‐branding), two altruism types (social donation and economic donation), and two egoism types (social incentiv… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.