Segmenting the audience of a cause-related marketing viral campaign
作者：
Highlights：
• Spectators of a viral marketing campaign are not homogenous.
• Sstrong-affinity segment: familiar with the sponsoring brand and the promoted cause.
• Intermediate-affinity segment: familiar with the brand/or the cause.
• Week-affinity segment: unfamiliar with brand and the cause.
• A cause-marketing viral campaign improves all the attitudes in the strong-affinity segment.
• A cause-marketing viral campaign improves brand attitudes in the week-affinity segment.
• A viral campaign does not affect attitudes in the intermediate-affinity spectators.
摘要
•Spectators of a viral marketing campaign are not homogenous.•Sstrong-affinity segment: familiar with the sponsoring brand and the promoted cause.•Intermediate-affinity segment: familiar with the brand/or the cause.•Week-affinity segment: unfamiliar with brand and the cause.•A cause-marketing viral campaign improves all the attitudes in the strong-affinity segment.•A cause-marketing viral campaign improves brand attitudes in the week-affinity segment.•A viral campaign does not affect attitudes in the intermediate-affinity spectators.
论文关键词：Cause-Related marketing,Affinity marketing,Viral video,Pet adoption advertising
论文评审过程：Received 10 October 2019, Revised 10 December 2020, Accepted 10 December 2020, Available online 11 January 2021, Version of Record 28 May 2021.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102296
