The quest for consumer engagement via cause-related marketing: A mixed method study in an emerging economy

Akansha Singh and Govind Swaroop Pathak

Journal of Retailing and Consumer Services, 2020, vol. 55, issue C

Abstract: The present study attempts to understand the concept of consumer engagement (CE) in Cause-related Marketing (CRM) context. Utilizing a simultaneous qual + qual mixed method research approach; the authors have attempted to consider two research questions: (1) how online retail organizations operating in India are framing CRM campaigns for enhancing consumer engagement, and (2) what are the factors that motivate consumers to engage with CRM initiatives of online retailers. Integrating the findings of the study with the ‘Hierarchy of Engagement Model’ provided by Grewal et al. (2017b), the authors have proposed a conceptual model of CE in CRM context. Further, the study provides implications for both academics and marketing practitioners.

Keywords: Consumer engagement (CE); Cause-related marketing (CRM); Simultaneous mixed method study; Emerging economy India (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:55:y:2020:i:c:s096969891930671x

DOI: 10.1016/j.jretconser.2020.102128

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