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An Application Of Social Media Marketing For Community Sustainable Development, Lei Huang, Amelia Clarke, Wen Tian, Natalie Heldsinger
An Application Of Social Media Marketing For Community Sustainable Development, Lei Huang, Amelia Clarke, Wen Tian, Natalie Heldsinger
Atlantic Marketing Association Proceedings
Though the social marketing approach has been developed from commercial marketing, it is a holistic approach from various social sciences disciplines like marketing, psychology, sociology, mass communication and economics. It is basically an art to explore new ways of analyzing problems and solving them effectively. For instance, social marketing influences sustainability through the use of marketing principles to increase awareness, understanding, change attitudes, and motivate the society to change, adopt, or sustain a particular behavior. This paper attempts to explore a framework of social media in light of disseminating the knowledge of a community-wide sustainability plan among various stakeholders. Policy …
The Role Of Corporate Social Responsibility Information In The Consumer-Brand Relationship, Lei Huang
The Role Of Corporate Social Responsibility Information In The Consumer-Brand Relationship, Lei Huang
Atlantic Marketing Association Proceedings
Given the increased interest and empirical research in corporate social responsibility (CSR) and irresponsibility (CSI), the interest of this paper is given to the impacts of corporate operational performance (COP) and corporate social performance (CSP) on consumer brand advocacy and brand trust. In this consumer-brand continuum, customers evaluate brand trustworthiness by two scopes: (1) the product or service the firm offers (i.e., product brand) that is usually associated with COP (Rust, Moorman, & Dickson 2002); and (2) the firm which provides the products and services (i.e., corporate brand) that is connected with CSP (Korschun, Bhattacharya, & Swain 2014). In addition, …