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A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior

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Abstract

This theoretical paper develops a conceptual framework that explains how companies can influence consumer behavior in terms of both social and business benefits through their corporate social marketing (CSM) initiatives. Drawing from the source credibility literature, the article asserts that the effectiveness of CSM depends largely on the corporate credibility of a company in supporting a social cause (“CSM credibility”). Based on this assertion, the framework identifies ten different antecedents of CSM credibility, which are organized into (1) attributes of the company, (2) attributes of the CSM initiative, and (3) attributes of the cause. Furthermore, this framework shows that CSM credibility affects the two examined consequences, intended prosocial behavior and consumer loyalty. Several research and managerial implications are developed based on the propositions specified in the framework.

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Authors and Affiliations

  1. Department of Health and Sport Sciences, The University of Memphis, 208 Elma Roane Fieldhouse, Memphis, TN, 38152, USA

    Yuhei Inoue

  2. School of Tourism & Hospitality Management, Temple University, 349A Speakman Hall, 1810 N. 13th St., Philadelphia, PA, 19122, USA

    Aubrey Kent

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  1. Yuhei Inoue
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Correspondence to Yuhei Inoue.

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Inoue, Y., Kent, A. A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior. J Bus Ethics 121, 621–633 (2014). https://doi.org/10.1007/s10551-013-1742-y

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