Find us on Facebook: How Cause Marketing has Embraced Social Media

It is no secret that integrated marketing communication has embraced social media; most notably this is true with organizations involved in cause marketing. Evidence shows that consumers, especially women and teens, are willing to pay more for products that have a social benefit. This is particularly true with "Millennials" born between 1985 through 2005. In light of the social awareness of this group, it would only make sense that social media has become a major component of current cause marketing campaigns. This paper examines three campaigns that have effectively reached their target audience through social media.

Publication: 
Journal of Marketing Development and Competitiveness
Author: 
Furlow, Nancy Engelhardt
Document Type: 
Research
Paywall: 
Free

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