What do managers think about the success potential of CRM campaigns?

Castanheira, Bruna Monteiro; Silvas, Susana Costa e; Martins, Carla Carvalho

Publication

What do managers think about the success potential of CRM campaigns?

2019Journal article

dc.contributor.author	Castanheira, Bruna Monteiro
dc.contributor.author	Silvas, Susana Costa e
dc.contributor.author	Martins, Carla Carvalho
dc.date.accessioned	2020-03-13T17:50:30Z
dc.date.available	2020-03-13T17:50:30Z
dc.date.issued	2019
dc.description.abstract	This research analyzes cause-related marketing (CrM) from the perspective of companies. The study aims to achieve a better understanding about what managers think about CrM by analyzing the level of acceptance and usage of this marketing tool, based on the UTAUT model. Using in-depth interviews as research method, we conclude that managers see the benefit of company partaken in initiatives as such, but not necessarily CrM. The reasons why managers choose to participate in Cause-related Marketing initiatives originate from the mix obtained through improving the firm by doing something considered socially positive. CrM was well evaluated by the participants and considered well positioned in terms of acceptance and usage, based on four factors: performance and effort expectancy, social influence, and facilitating conditions. Interviewees expressed excitement towards CrM and believe in it as a powerful tool to improve the firms’ image and consumers feeling towards it. While the literature uses several concepts (Corporate Social Responsibility or Social Marketing), the interviewees emphasize genuine caring and showing interest, time and funds to support consumers social concerns.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.citation	Castanheira, B., Silva, S., Martins, C. (2019). What do managers think about the success potential of CRM campaigns? Studia Universitatis Babes-Bolyai Oeconomica, 64(2), 33-52	pt_PT
dc.identifier.doi	10.2478/subboec-2019-0008	pt_PT
dc.identifier.issn	2065-9644
dc.identifier.uri	http://hdl.handle.net/10400.14/29930
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/4.0/	pt_PT
dc.subject	CRM	pt_PT
dc.subject	UTAUT model	pt_PT
dc.subject	Performance expectancy	pt_PT
dc.subject	Effort expectancy	pt_PT
dc.subject	Social influence	pt_PT
dc.title	What do managers think about the success potential of CRM campaigns?	pt_PT
dc.type	journal article
dspace.entity.type	Publication
oaire.citation.endPage	52	pt_PT
oaire.citation.issue	2	pt_PT
oaire.citation.startPage	33	pt_PT
oaire.citation.title	Studia Universitatis Babes-Bolyai Oeconomica	pt_PT
oaire.citation.volume	64	pt_PT
rcaap.rights	openAccess	pt_PT
rcaap.type	article	pt_PT