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Full-Text Articles in Business
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Honors Projects in Marketing
Cause related marketing efforts by multiple brands have grown over the past few years. With the growth of social media and even more awareness for multiple causes, consumers are pickier when it comes to brands that supports them. While many studies have been done when it comes to “greenwashing” (the tactics of brands to show their green initiatives), there are still more that needs to be done to understand the impact of “rainbowashing” marketing methods on consumer purchase intention. The importance of this study and how it can affect businesses are discussed. To get a feel for the potential effect …
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
Honors Projects in Communication
Companies are increasingly taking action on societal issues and are aware of the impact that their corporate voice has on impressionable publics. Existing research focuses greatly on corporate social responsibility and the moral standards that set up companies to market themselves authentically to the values they build themselves on. The current study explores how three companies utilize their platform to share their values in relation to ethical issues arising in the modern world. Through the Twitter accounts of Ben & Jerry's, Patagonia, and Starbucks, a content analysis was conducted on their use of language related to their ethical standpoints on …