| At present,consumers are increasingly taking corporate participation in charitable activities as a standard to measure their social responsibility,and judging them accordingly.For enterprises,charity marketing is a "double-edged sword".On the one hand,the philanthropy of enterprises will often have a certain impact on the financial status of enterprises in the short term.Excessive charity activities will affect the performance of enterprises,and even become a burden of enterprises to some extent.On the other hand,enterprises can improve their status in the eyes of consumers through cause-related marketing,which often plays a positive role in promoting consumers’ perception of corporate brand,corporate image and cause-related identification,thus positively affecting consumers’ purchase intention of corporate products.In view of this,enterprises must skillfully combine charity and marketing behavior,so as to achieve the dual purpose of fulfilling social responsibility and improving corporate performance.In other words,if enterprises want to carry out successful cause-related marketing,they need to find out the key elements related to enterprises,charitable organizations and consumers,and then "take appropriate medicine".Only by adopting effective and reasonable cause-related marketing,can enterprises,society,government and consumers achieve "all-win and win-win".In the context of the above reality,what methods should enterprises adopt to accurately target consumers who are willing to donate? Which consumers are the target of corporate charity marketing? How can companies design appropriate charity events to attract potential customers? What is the proper way to appeal for charity advertising in order to further improve consumers’ attitude towards and willingness to participate in charity marketing? More importantly,in the cause marketing communication,what is the internal mechanism of the impact of consumer-charity event fit and involvement on the effect of cause marketing? Especially when the company’s brand--charity event fit to a certain degree,which form of donation can help consumers see and understand the message of the enterprise more clearly,and then promote the success of the enterprise’s good cause marketing activities? Thus,the purpose of this thesis is to study good for marketing in the "consumer-charity events fit","brand-charity events fit",consumer of the product,good for marketing the donation form,consumer perception,sincerity,"companies-consumers fit" and "charity event-enterprise fit",the degree of charity organization forms of propaganda,enterprise publicity configuration factors such as form,The internal mechanism of how these configuration factors affect the marketing effect of good cause is analyzed.Specifically,this thesis mainly carries out relevant research from the following five aspects:Firstly,based on Citespace analysis method,this thesis systematically reviews the connotation,types and development history of the cause marketing,especially the time evolution of the number of published papers of the cause marketing from 2000 to 2021.The findings:(1)over the past 20 years,the global cause marketing research is about40% of papers in the United States,followed by England(9.0% of the total)and India(8.7% of the total),that is to say,most research on cause marketing is still in the United States and Europe and other western developed countries,compared with the developed countries,In emerging countries,the research on cause marketing needs to be further strengthened.(2)Scholars from the United States,the United Kingdom,Canada and other countries have a higher probability(willingness)to cooperate with scholars from other countries/regions around the world.There is still a great space for improvement in the research of good cause marketing in China,and a large number of scholars are urgently needed to conduct in-depth research in this field.(3)It can be seen from the change of keyword heat in the field of cause-related marketing research that,except for cause-related marketing itself,corporate social responsibility is the most mentioned keyword(quantity 141,centrality 0.12).Other keywords,such as "impact","fit","response","brand","behavior" and "donation",also have high frequency of occurrence,and this field has reached a high research heat.Secondly,according to the Elaboration Likelihood Model(ELM)and Social Identity Theory,the Elaboration likelihood Model will focus on the impact of "consumer-charity event fit" and involvement on good cause marketing.Then it provides a theoretical basis for better explaining the formation mechanism of consumer attitude and participation intention.In experiment 1,a single-factor(high fit,low fit)inter-group experimental design method was adopted.Data were collected through the Credamo research platform,and 107 valid questionnaires were collected in total.The results show that in the process of cause marketing,consumers and charity events fit determines consumers’ attitude and participation will cause marketing,when consumers will fit and charity events,consumers in the whole event and propaganda slogans,positioning has a certain identity,so their attitude and participation will also higher;However,when the fit between consumers and charity events is low,the good cause marketing effect is just the opposite.Experiment 2 further investigated the influence of "consumer-charity involvement" on the marketing effect of good cause,focusing on the mediating effect of "consumer-charity involvement" and its influence on consumers’ attitude and behavioral intention.The formal experiment still adopted the method of single-factor(high involvement,low involvement)inter-group experimental design.Data were collected through the Credamo research platform,and the final effective sample was 126 valid questionnaires.The results show that: when the degree of involvement is high,consumers can find the correlation between the good cause marketing activities and themselves,and this correlation leads to the improvement of their attitude and willingness to participate in marketing activities;The influence of involvement on the effect of good cause marketing is just through the effect of this correlation,and involvement plays a partial intermediary effect between fit and consumer attitude and participation intention.Thirdly,according to Mental Imagery Theory,network memory model,cue consistency and other theories,2(donation form: clear VS fuzzy)×2(brand-charity event fit: High VS low)to explore the mechanism of the influence of donation form and fit degree on consumers’ perceived sincerity and the effect of good cause marketing.According to the donation form and fit background determined in the pre-experiment,the experiment was divided into four scenarios according to fit(high or low)and donation form(clear or fuzzy).Four versions of questionnaires were designed and data were collected through the Credamo research platform.On this basis,data analysis was conducted.The results show that :(1)in the cause marketing,the brand attitude and purchase intention of consumers in the form of corporate donation in the form of clear expression is significantly greater than that in the form of vague advertising;(2)When the brand-event fit is high,consumers’ brand attitude and purchase intention are significantly higher than when the brand-event fit is low;(3)Donation form and brandcharity event fit both have an impact on consumers’ brand attitude and purchase intention,that is to say,the interaction between the two is significant.Especially when the form of donation is clear and highly fit,consumers have the highest attitude towards the brand and purchase intention;When the form of donation is vague and the degree of fit is low,consumers have the lowest attitude towards the brand and purchase intention,while in other situations,consumers have the medium level of attitude towards the brand and purchase intention.(4)Perceived sincerity plays a partial mediating role between the form and fit of donation and consumers’ brand attitude and purchase intention.Fourth,in the inductive analysis cause marketing information,on the basis of common mode of transmission,based on the model of infectious diseases,to establish a "single charity information dissemination process","similar charity information effect","charity information difference analysis" and other three models,and to evaluate,to get good for charity in marketing,the main characteristics of the information transmission.In the research process of "single charity information dissemination process" model,the microblog information of "Hongxing Erke goes to Henan" on Sina Weibo platform is mainly selected to conduct data monitoring for a period of one month(17:54on July 21,2021 to 17:54 on August 21,2021),and the relevant data are expressed and summarized.Analyze the spreading process of single charity news,explore the law and characteristics of charity news spreading.The results show that when the time range t of "Hongxing Erke galloping to aid Henan" is 0~5,the information heat rises to the highest,indicating that the charity information "Hongxing Erke galloping to aid Henan" is in the first stage of dissemination,showing the characteristics of high speed and explosive.When the range of T is from 5 to 11,with the influx of similar information,the popularity of the charity information "Hongxing Erke to Assist Henan" begins to fluctuate in a small range,but it still maintains a high popularity and spreads to a wider range,which is in line with the characteristics of the second stage with a wide range and a gradually reduced rise.However,when the range of T is between 11 and 30,the popularity of the charity information "Hongxing Erke to Assist Henan" decreases significantly,and then it also keeps low popularity and tends to the minimum value of0,which conforms to the characteristics of the final dissipation stage.In "similar charity information effects" model of study process,the main brand in2021,the 361 ° movement similar charity information released 20 38 points timing intercept type monitoring data and get the original data,using the differential equations of virtual weibo t always susceptible people,lurker,deep analysis of the number of infections and immunization rate of change.Then Matlab is used to solve the differential equations,so as to obtain the change value of the number of infected people in the model of "similar charity information influence".The results of the study found that: when 361° sports brand new information appears in the early stage,361° sports brand new information will increase rapidly,361° sports brand new information instead of the original Hongxing Erke information diffusion,the original Hongxing Erke information dissemination in a certain case by a certain rate.When 361° sports brand new information appears in the later stage,the masses have known the relevant original information,the amount of attention to the original Hongxing Erke information will be reduced,at the same time,361° sports brand new information dissemination will slowly increase,the original Hongxing Erke information dissemination into a bottleneck period.In the research process of "charity information difference analysis" model,the size distribution of forwarding number of two types of charity information(" Hongxing Erke to help Henan " enterprise charity information and " Zhang Yixing to support Henan" personal charity information)is mainly analyzed.The results show that there are significant differences between two different types of charity information reading index.Fifth,based on neural network model to study each factor(enterprises fit-consumers,consumers-charity fit,charity events-enterprise fit and consumers for the product involved in degrees,for charity events involved in degrees,the degree of charity organization forms of propaganda,the degree of enterprise forms of propaganda,consumers perceive the sincerity degrees)for good marketing effect.The complete data set was divided into 70% training set and 30% test set,and the neural network model was obtained by fitting.The training set was mainly used,and the test set was used to evaluate the performance of the model.When the training function is Trainlm and the number of hidden layers is 7,ANN has the best performance among all models.The results show that the sensitivity of "consumer perceived sincerity" index is 0.3321,greater than 0,indicating that the increase of this index will lead to the increase of marketing amount,and then has a positive impact on the effect of good cause marketing.The sensitivity of "consumer-charity event fit degree" is greater than that of "consumer perceived sincerity degree",indicating that "consumer-charity event fit degree" has a greater impact on the marketing effect of good cause than that of "consumer perceived sincerity degree".The sensitivity of "consumers’ involvement in charity events" is the highest,with a value of 3.3214,indicating that "consumers’ involvement in charity events" has the greatest positive impact on the effect of charity marketing.All in all,this thesis starts from the impact of consumer-charity event fit,involvement and donation form on the effect of good cause marketing.It uses mathematical models such as infectious disease model and neural network model to focus on the influence mechanism of various configuration factors on the effect of good cause marketing.In particular,sensitivity analysis and influence judgment are carried out on several indexes that affect the effect of the marketing of good cause,thus supplementing and perfecting the existing theoretical research of the marketing of good cause to a certain extent.Thesis research conclusion will be beneficial to help Chinese enterprises to find the inner rules of good karma to the success of marketing,from a different perspective to help enterprises,charitable organizations and consumer interests related to people,thus to improve our country cause marketing effect,can succeed for our country enterprise to implement good for marketing,good effect put forward feasible suggestions for marketing. |
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