أثر الدوافع الاجتماعية العقلية الجماعية و التفرد في الاستجابة لحملة التسويق المرتبط بقضية : دراسة ميدانية على زبائن شركة سيريتل، تيليكوم

Abstract EN

The customers’ responses to cause-related marketing (CRM)1 campaigns have changed.

this change has become one of the most important goals that the company seeks by implementing any similar campaign.

it is an indicator of the campaign’s success and a criterion for its efficiency, as a response to marketing campaigns in general and CRM in particular, which underlies several reasons and factors.

although the factors related to the campaign itself play a role that cannot be overlooked, the social motives of the recipients of this campaign are very interesting and motivating to study.

this research mainly aims to know the impact of social motives in response to cause-related marketing and the nature of the relationship between these two variables by adding two variables to the study : the degree of participation as a modified variable and the customer’s skepticism as intermediate variable.

the researchers reached many important results by surveying the opinions of a purposive sample of400 Syriatel telecom customers in four major cities exposed to the “ward and ghar” campaign launched by Syriatel as a CRM campaign.

the most notable results were that collectivism influences the response to cause-related marketing, skepticism mediates the relationship between individualism and response, and the degree of participation modifies the relationship between collectivism and response, and in turn mediates the relationship between individualism and response.

the researchers recommended companies wishing to implement cause-related marketing focus on people who think with a collective mentality.

also, to expand marketing campaigns related to different and varied causes and establish programs to spread and enhance awareness of the need for cooperation and individualism by helping solve societal issues and targeting customers with a unique mentality.