Modelling Online Customers' Responses to E-tailers' Affiliate and Cause-Related Marketing Communications

Wilson, Ndasi, Gosh, Sid and Aroean, Lukman (2014) Modelling Online Customers' Responses to E-tailers' Affiliate and Cause-Related Marketing Communications. In: Academy of Marketing, 2014-07-08 - 2014-07-10, Bournemouth University.

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Abstract

The use of cause-related marketing (CrM) to gain customers goodwill, improve brand image and increase sales is of eminent traction as a marketing tool. The operationalisation of CrM on the Internet coincides with affiliate marketing mechanism in creating a win win win experience for the E-tailer, the partner charity/cause and to even to the customer respectively. How to effectively deploy these marketing techniques by online retailers remains nebulous. This conceptual paper introduces the construct of affiliate cause marketing (ACM) and taps on key variables used in previous studies to determine consumer attitudes towards affiliate banners ads and cause-related marketing, to propose a consumer response model for ACM advertising. The model helps to uncover consumers' expectations and show how online retailers (E-tailers) can deploy Internet advertising whilst demonstrating socially responsible business practice in tandem.

Item Type: Conference or Workshop Item (Paper)
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Depositing User: LivePure Connector
Date Deposited: 27 Nov 2019 01:24
Last Modified: 10 Jul 2020 23:29
URI: https://ueaeprints.uea.ac.uk/id/eprint/73027
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