Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning

Heliyon

Carolina Perlaza Lopera¹  Sandra Milena Palacio-López²  Yuri Lorene Hernández Fernández²  Luisa Fernanda Gaviria Martínez²  Javier A. Sánchez-Torres³  Erika Alejandra Jiménez Correa³  Juan Pablo Arrubla Zapata³ 

[1] Corresponding author.;Grupo de Investigación Tetrix Marketing, Cra. 87 30-65, Medellín, Antioquia, Colombia;Facultad de Ciencias Económicas y Administrativas, Universidad de Medellín, Colombia;

关键词: Branding;    Millennials;    Social marketing;    Advertising message;   

DOI  :  

来源: DOAJ

【 摘 要 】

The aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data were analysed through the structural equation methodology using PLS data technical analysis. The results showed that, for millennials, marketing actions with a cause are effective in positioning the brands that carry them out favourably as long as requirements such as the alignment of their objectives with the social ideals and their closeness to millennials are met. Likewise, all the communication elements of the message will influence its effectiveness. This study provides new evidence on the attitudes of young millennials towards brands’ social marketing actions.

【 授权许可】

Unknown