A Wave of Change: Socially Responsible Advertising influence on the buying Behavior and Social Development in Pakistan (original) (raw)
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Corporate social responsibility (CSR) is one of the marketing strategies that are widely used in the industrial field for the purposes of creating customer awareness, enhancing product penetration into the market and boosting firm‟s profitability. The study mainly examined the extent to which CSR affect consumer buying behaviour in organizations. The study was in CSR because it is so rich, current, ongoing and challenging. In one way or another, organizations are involved in the CSR as they continue to do business. Many at times, marketers and CSR practitioners in general of various companies have been looking at CSR as just a mere tool for „social concern ‟ that is, doing it to be seen as “a good neighbour”. This perception needs to be erased off from the marketers ‟ minds and a different approach on in handling the CSR must enter the stage with the resolve of strengthening their firms ‟ brand equity.
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Business corporations need to realize that in order to achieve their primary objective, they need to consider their responsibility towards society and environment. However, there are still a lot of unethical businesses that ignore their stakeholder’s interest. Therefore, business need to aware that their involvement of CSR practices in certain extent does affect the consumer buying behavior. This paper examines the relationship between CSR practices and consumer buying behavior. Quantitative approach was employed and 241questionnaires were collected and valid to be used. It was found that positive relationship existed between all the CSR practices (economic, legal, ethical, and philanthropic) and the consumer buying behavior. However, based on the students in Selangor perspective, the main element of CSR practices that influence the consumer buying behavior is economic. Therefore, business corporations need to strive to maximize their shareholder’s wealth as the consumers expect the...
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The Impact of Corporate Social Responsibility on Consumer Behavior
Corporate Social Responsibility (CSR) emerges as an important concept to boost corporate values. CSR is defined as a concept through which companies integrate voluntarily social and environmental concerns in their business and in the interactions with their stakeholders. This means that the company should achieve its social responsibility in a broader sense rather than only on its simple goal of profit. This process should also comply with business ethics and regulations, as well with the demands of investors and consumers. Thus, the goal of CSR activities is to minimizing negative social, environmental and economic impacts of a company on its surroundings. In this context, the aim of this study was to explore how CSR activities influence consumer behavior, by gathering relevant scientific publications in the literature over the last 15 years. The present analysis was based on three conceptual pillars: corporate responsibilities, corporate approaches to CSR, and consumer behavior. As an observational research approach, this study presents a brief content analysis of central issues handled by researchers working on this field. A total of 12 selected publications have been analyzed and, for a better understanding and a more comprehensive picture, the available information has been summarized. The analysis showed that a number of different approaches have been used by researchers and, as a consequence, the results are at some extension controversial, making it difficult to make comparisons and validations. Some results are inconclusive, as the responses of consumers are very variable. Nevertheless, there is consensus that there is a link between CSR and consumer behavior, but the degree and variations are highly debatable. Regarding differences between promotional and institutional CSR initiatives, the analysis allowed the conclusion that a more positive impact is observed when companies institutionalized their CSR initiatives, as it is more effective at increasing customer loyalty, enhancing attitude toward the company, and decreasing consumer skepticism. On the other hand, promotional CSR initiatives produce weaker consumer responses, although it still produced positive results. This shows that consumers do place value on even the most basic forms of CSR, and is an opportunity for companies to benefit from these programs. Another conclusion was that environmental and labor conditions constitute a bigger concern in developed economies than in emerging economies. Consumers from emerging markets place greater emphasis on brand than consumers from the developed markets. Prior knowledge of the social attributes tends to be a stronger predictor of their influence on purchase intentions than the other intangible attributes. Each of the three corporate CSR approaches (value creation, risk management and corporate philanthropy) has its own benefits and limitations. Therefore, it is up to the company to choose one of them to implement corporate social responsibility, as there is no absolutely a correct approach for all companies since every company operates differently.
2017
Abstract The aim of the research is to highlight the responsibilities of the corporate sector towards society, along with the responsibility of every individual, the purpose of the research is to create awareness for better utilization of resources, both environmental friendly products and production should be developed, societal work should be carried by the companies and consumers pay heed towards a responsible brand of a responsible corporate citizen, a shift towards neo-marketing acting in an ethical and philanthropic way, curtailing huge marketing and advertising budgets. For a company to act in a socially responsible way the needs of all its stakeholders should be addressed without which it makes difficult to act in a socially responsible way (Zambon and Del Bello, 2005). The literature reveals that even though a lot has been done in the field of corporate social responsibility (CSR), yet it is just the tip of the iceberg. A lot is criticized on a regular basis but no concrete resolution to the problems has been observed. The target groups were respondents 18 years and above, the respondents were randomly selected from the shopping malls for the feedback, the data was collected quantitatively on a likert scale and hypothesis was tested empirically, regression was applied to test the data, structural regression model was used on IBM Amos. The study is restricted to Karachi only, due to lack of financial resources to the researcher. Keywords: corporate social responsibility, sustainable development, consumer buying behavior, corporate governance. JEL classification: M140, L21, G3, M39