Influence of Social Marketing and CSR Practices of CSR in the Millennials Purchase

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.6034

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Published: May 16, 2018
Issue: Vol. 20 No. 35 (2018): (julio-diciembre)
Section Articles


Keywords: Social marketing , corporate social responsibility , consumer behavior , millennial , semi-experimental Marketing social , Responsabilidad social corporativa , Millennials , Cuasi-experimental , intención de compra Marketing social , responsabilidade social corporativa , comportamento do consumidor , millennials , quase-experimental

Main Article Content

Authors

Irma Marcela Martínez Escareño
Universidad de Monterrey
María Fernanda Casillas Rancurello
Universidad de Monterrey
Carlos Manuel Núñez Alfaro
Universidad de Monterrey
Angélica Dayana González Galindo
Universidad de Monterrey
Andrea Elizabeth Aguilera Valdez
Universidad de Monterrey
  Luis Portales
Universidad de Monterrey

Abstract

Corporate Social Responsibility (csr) is considered to be a functionalist practice that generatescompetitive advantages for companies. Social marketing is a program that lays under this perspective and has as a main objective to minimize or eliminate any destructive effect and to maximize any benefit for society through purchase behavior. Millennials have been influenced by this kind of programs being led to have behaviors or purchase intents directed to csr and social marketing. It is within this context that this research identifies the knowledge level of Mexican millennials about csr in determined companies, as well as the way they are influenced by social marketing in their purchase intent. The methodology
applied was semi-experimental and had five phases, in which the purchase intent of participants and its causes were identified. Through focal groups we were able to identify three kinds of millennial costumers, in which two showed to be sensitive towards csr and social marketing, proving the potential that it has as a competitive advantage.

Author Biographies

Irma Marcela Martínez Escareño, Universidad de Monterrey

Título académico: Licenciada en Mercadotecnia Internacional. Universidad de Monterrey, San Pedro Garza García, Nuevo León, México. Filiación institucional: Universidad de Monterrey, Centro de Estudios para el Bienestar. Cargo: Asistente de Investigación. Ciudad de residencia: Santa Catarina, N.L., México. Email: marce.mtzes@gmail.com. Dirección postal: Av. Ignacio Morones Prieto 4500 Pte., 66238, San Pedro Garza García, N.L. México.

María Fernanda Casillas Rancurello, Universidad de Monterrey

Título académico: Licenciada en Mercadotecnia Internacional. Universidad de Monterrey, San Pedro Garza García, Nuevo León, México. Filiación institucional: Universidad de Monterrey, Centro de Estudios para el Bienestar. Cargo: Asistente de Investigación. Ciudad de residencia: Monterrey, N.L., México. Email: mafer.c93@gmail.com.

Carlos Manuel Núñez Alfaro, Universidad de Monterrey

Títulos académicos: Licenciado en Mercadotecnia Internacional. Universidad de Monterrey, San Pedro Garza García, Nuevo León, México; Especialidad en Marketing Internacional, Instituto de Estudios Bursátiles de Madrid, C/Alfonso XI, 6, 28014 Madrid. Filiación institucional: Universidad de Monterrey, Centro de Estudios para el Bienestar. Cargo: Asistente de Investigación. Ciudad de residencia: Monterrey, N.L., México. Email: carlosnzo66@gmail.com.

Angélica Dayana González Galindo, Universidad de Monterrey

Título académico: Licenciada en Mercadotecnia Internacional. Universidad de Monterrey, San Pedro Garza García, Nuevo León, México. Filiación institucional: Universidad de Monterrey, Centro de Estudios para el Bienestar. Cargo: Asistente de Investigación. Ciudad de residencia: Monterrey, N.L., México. Email: andy_aguilerav@hotmail.com.

Andrea Elizabeth Aguilera Valdez, Universidad de Monterrey

Título académico: Licenciada en Mercadotecnia Internacional. Universidad de Monterrey, San Pedro Garza García, Nuevo León, México. Filiación institucional: Universidad de Monterrey, Centro de Estudios para el Bienestar. Cargo: Asistente de Investigación. Ciudad de residencia: Monterrey, N.L., México. Email: dayannagonnzalez@gmail.com
How to Cite
Martínez Escareño, I. M., Casillas Rancurello, M. F., Núñez Alfaro, C. M., González Galindo, A. D., Aguilera Valdez, A. E., & Portales, L. (2018). Influence of Social Marketing and CSR Practices of CSR in the Millennials Purchase. Revista Universidad Y Empresa, 20(35), 251–280. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.6034
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