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

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 w...

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Autores principales: Jiménez Correa, Erika Alejandra, Palacio-López, Sandra Milena, Sánchez-Torres, Javier A., Gaviria Martínez, Luisa Fernanda, Arrubla Zapata, Juan Pablo, Hernández Fernández, Yuri Lorene, Lopera, Carolina Perlaza
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8551541/
https://www.ncbi.nlm.nih.gov/pubmed/34746459
http://dx.doi.org/10.1016/j.heliyon.2021.e08150
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author Jiménez Correa, Erika Alejandra
Palacio-López, Sandra Milena
Sánchez-Torres, Javier A.
Gaviria Martínez, Luisa Fernanda
Arrubla Zapata, Juan Pablo
Hernández Fernández, Yuri Lorene
Lopera, Carolina Perlaza
author_facet Jiménez Correa, Erika Alejandra
Palacio-López, Sandra Milena
Sánchez-Torres, Javier A.
Gaviria Martínez, Luisa Fernanda
Arrubla Zapata, Juan Pablo
Hernández Fernández, Yuri Lorene
Lopera, Carolina Perlaza
author_sort Jiménez Correa, Erika Alejandra
collection PubMed
description 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.
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spelling pubmed-85515412021-11-04 Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning Jiménez Correa, Erika Alejandra Palacio-López, Sandra Milena Sánchez-Torres, Javier A. Gaviria Martínez, Luisa Fernanda Arrubla Zapata, Juan Pablo Hernández Fernández, Yuri Lorene Lopera, Carolina Perlaza Heliyon Research Article 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. Elsevier 2021-10-09 /pmc/articles/PMC8551541/ /pubmed/34746459 http://dx.doi.org/10.1016/j.heliyon.2021.e08150 Text en © 2021 The Author(s) https://creativecommons.org/licenses/by-nc-nd/4.0/This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
spellingShingle Research Article
Jiménez Correa, Erika Alejandra
Palacio-López, Sandra Milena
Sánchez-Torres, Javier A.
Gaviria Martínez, Luisa Fernanda
Arrubla Zapata, Juan Pablo
Hernández Fernández, Yuri Lorene
Lopera, Carolina Perlaza
Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning
title Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning
title_full Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning
title_fullStr Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning
title_full_unstemmed Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning
title_short Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning
title_sort effectiveness of social responsibility marketing in young millennials - generation y: analysis of three cases for brand positioning
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8551541/
https://www.ncbi.nlm.nih.gov/pubmed/34746459
http://dx.doi.org/10.1016/j.heliyon.2021.e08150
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