Usage of social media for cause-related marketing campaigns

Today most of the organizations are increasing their digital affiliation for marketing purposes. This study intends to develop a conceptual structure between caused-related marketing and social media marketing. Three principle objective to conduct this research are: (i) to test whether a change of perception happens in a viral cause related marketing effort (ii) to test the viability of cause related content floating on various social media sites (aim to create awareness through social media); (iii) to analyze the role of users’ age. A survey was conducted with 382 social media users and their responses were recorded after they viewed an online cause related content about education supported by a NGO (Non-Government Organization). The research outcome points out that psychological behaviour will enhance positive attitude towards: cause related content (H1) and: cause based user alliance association (H3). Additionally, psychological behaviour also enhances positive attitude towards brand associated with cause related campaigns (H2). The intention to share cause-related campaigns will increase when psychological behaviour exists for: the content (H4), the brand associated (H5) and user alliance association (H6).