The Sharing Willingness Of The Cause-related Marketing Advertising In Social Media

The cause-related marketing is an important way for enterprises to fulfill their social responsibilities,carry out brand promotion and product sales.In recent years,with the development of social media rapidly,some foreign companies have begun to use the social platform to carry out the activities related to cause-related marketing and achieved certain results.In the future,the use of social media for corporate cause-related marketing activities will become a trend.The effect of cause-related marketing online has been widely verified by scholars,but there are relatively few studies related to cause-related marketing based on social media environment.In the past,scholars' research on good cause marketing mainly focused on the influence of different cause factors on the effect of activities,but less closely matched the fit and cause proximity for related research.The online and offline effects of causal marketing have been widely verified by scholars,but there are relatively few studies on causal marketing based on social media environment.In the past,scholars mainly focused on the influence of different factors on the effect of activities,but seldom combined the degree of fit and cause proximity to conduct related research.Relevant studies in the offline environment confirm that there is interaction between different factors of the cause-related marketing.Whether this interaction still exists in the social media environment needs to be verified by the research.Therefore,based on the review of relevant literature and the social media environment,this paper identifies the following three research questions based on the marketing fit and cause proximity.(1)In the social media environment,different fit degrees have an impact on users' willingness to share cause-related marketing advertisements.(2)In the social media environment,the proximity of different causes to the user's goodwill due to the willingness to share cause-related marketing advertising.(3)In the social media environment,Whether there is interaction between fit degree and cause proximity.In this paper,three groups of experiments are designed on the basis of reviewing the relevant literature by using situational experiment method.The first group of experiments verifies the impact of matching degree on users 'willingness to share causal marketing advertisements;the second group verifies the impact of event proximity on users' willingness to share causal marketing advertisements;and the third group verifies whether there is interaction between matching degree and event proximity.The results show that:(1)In the social media environment,the degree of fit has a significant impact on the user's willingness to share cause-related marketing advertisement.The higher degree of the fit,the stronger of user's willingness to share the cause-related marketing advertisement.(2)In the social media environment,the cause proximity has a significant impact on users' willingness to share cause-related marketing advertisement.For foreign public welfare cause,the combination of enterprises and domestic public welfare cause can stimulate users' willingness to share cause-related marketing advertisement.(3)In the social media environment,there is an interactive effect between fit degree and cause proximity.When the fit degree is low,the cause proximity will significantly affect the user's willingness to share advertising;when the matching degree is high,the event proximity has no significant difference on the user's willingness to share advertising.In this paper,the research on the willingness to share cause-related marketing advertisement in the social media environment will help enterprises to provide guidance for selecting suitable public welfare causes when the social media platform conducts cause-related marketing advertising activities,thereby improving the advertising effect of enterprises and enhancing users' participation of the cause-related marketing advertisement activities.