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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Bibliographic Details
Published in:Heliyon 2021-10, Vol.7 (10), p.e08150-e08150, Article e08150
Main Authors: 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
Format: Article
Language:English
Subjects:
Advertising message
Branding
Millennials
Social marketing
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Summary: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. Branding; Millennials; Social marketing; Advertising message.
ISSN:2405-8440
2405-8440
DOI:10.1016/j.heliyon.2021.e08150