The Impact of CSR (Corporate Social Responsibility) Advertisement on Costumer Awareness
Corporate Social Responsibility (CSR) is a global trend, also in the advertising industry. The purpose of this paper is to show what consumers think about CSR-related advertising and if it changes their buying behavior. An online survey was sent to the target group. It included questions about susta...
| Authors: | ; |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
David Publishing Company
2013
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| In: |
Cultural and religious studies
Year: 2013, Volume: 1, Issue: 1, Pages: 1-7 |
| Online Access: |
Presumably Free Access Volltext (lizenzpflichtig) Volltext (lizenzpflichtig) |
| Summary: | Corporate Social Responsibility (CSR) is a global trend, also in the advertising industry. The purpose of this paper is to show what consumers think about CSR-related advertising and if it changes their buying behavior. An online survey was sent to the target group. It included questions about sustainability in general and questions concerning five different commercials of Coca Cola, Procter & Gamble, Vodafone, Volkswagen and Suzuki. Some questions had their focus on CSR activities and some on the product. The findings of this study indicate that credibility is most important for a good CSR media campaign. Another result is that the majority of the respondents don´t trust a company more because of a special advertisement, but that they want to find out more about the company and it’s social commitment on the internet, if the commercial is touching in this way. |
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| ISSN: | 2328-2177 |
| Contains: | Enthalten in: Cultural and religious studies
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| Persistent identifiers: | DOI: 10.17265/2328-2177/2013.01.001 |