The roles of cause involvement and cause acts in a social marketing campaign

Social marketing has received considerable attention of late, and has expanded to include a marketing strategy with a social dimension. The purpose of this study is to analyze the critical role of cause involvement and the effects of cause acts, cause fit, and cause orientations on consumers' attitude, purchase intention, and participation intention. In particular, social marketing campaign strategies demonstrate different ways in which organizations are attached to the community. In the view of community attachment, cause acts include "act local" and "act global." The current experimental study was designed to investigate the central questions concerning a social marketing campaign and to develop theoretical frameworks and implications of cause-involvement and cause-act effects on social marketing from global and local perspectives. This study offers a step forward in clarifying the moderating role of cause involvement and how consumers perceive social marketing campaigns to be affected by cause acts, cause fit, and cause orientations, illustrating the vital role of individual difference factors in such campaigns.