Sustainability | Free Full-Text | Social Representations of “Rounding Up” as a Cause-Related Marketing Practice: A Study of Mexican Millennials


These days, firms are relying increasingly more on cause-related advertising (CRM) as an efficient company social accountability apply to attain advertising goals by shoppers’ participation in donations. Particularly, the present examine is concentrated on exploring millennials’ (born between 1980 and 2000) beliefs and understandings of a CRM apply that has acquired scant consideration from advertising students regardless of its effectiveness in elevating cash: rounding up. For methodological functions, a structural strategy to the speculation of social representations is adopted because it facilitates the evaluation of interpretations and shared meanings held by a social group a couple of particular social phenomenon. Thus, drawing on this theoretical strategy, the tactic of free-word associations was chosen and utilized to 300 Mexican millennials. Findings point out that millennials perceive the aim and nature of rounding up and, therefore, they’re keen to donate cash via this apply. Nonetheless, the distrust of firms’ practices and intentions by millennials (e.g., tax evasion and misuse of cash) have an effect on the credibility of rounding up. Subsequently, firms should implement practices to reinforce consciousness, transparency, and belief of their rounding-up practices.
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