Segmenting the audience of a cause-related marketing viral campaign |
| |
| Institution: | 1. School of Food, Agricultural and Environmental Sciences, Miyagi University, 2-2-1 Hatatate, Taihaku, Sendai 982-0215, Japan;2. Brain, Mind & Markets Laboratory, Department of Finance, Faculty of Business and Economics, The University of Melbourne, 12.036, The Spot, 198 Berkeley Street, Carlton, Australia;3. Department of Functional Brain Imaging, Tohoku University, 2F SAIRC Building Institute of Development, Aging and Cancer (IDAC), Tohoku University, 4-1 Seiryocho, Aobaku, Sendai 980-8575, Japan;4. Department of Human Brain Science, Tohoku University, International Center for Smart Ageing Research 3F Seiryo-cho 4-1, Aoba-ku, Sendai 980-8575, Japan |
| |
| Abstract: | This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfectly for the strong-affinity segment and adequately for the week affinity segment. On the contrary, this viral campaign leaves the intermediate-affinity segment indifferent. |
| |
| Keywords: | Cause-Related marketing Affinity marketing Viral video Pet adoption advertising |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
