Public or private products? The impact of cause-related marketing and product conspicuity on consumer response on social networking sites

ABSTRACTThis study examined the effectiveness of cause-related marketing (CRM) and product conspicuity on social networking sites (SNSs). In addition, the moderating roles of self-monitoring were investigated. A 2 (CRM message: presence vs. absence) × 2 (Product type: conspicuous vs. inconspicuous) experimental design was employed. Results showed that CRM messages led to more favorable responses than non-CRM messages in the context of SNSs. In addition, the more conspicuous a product, the more effective a CRM message was. The moderating effect of self-monitoring was found in term of attitude toward the ad. Implications and future research were discussed.