Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.
Data were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.
The three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.
The findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.
This study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.
This research was supported by the National Natural Science Foundation of China (71772115).
Conflicts of interest: The authors declare no conflict of interest.
Deng, N., Jiang, X. and Fan, X. (2023), "How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification", Journal of Research in Interactive Marketing, Vol. 17 No. 1, pp. 38-60. https://doi.org/10.1108/JRIM-01-2020-0014
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