Goodwill intended for whom? Examining factors influencing conspicuous prosocial behavior on social media

Despite the popularity of cause-related marketing (CRM), the socially-oriented drivers that influence the success of CRM have yet to be investigated empirically in the hospitality context. This study investigated the effects of three factors (status motive, guilt, and recognition) on customers' attitudes and intent to participate in CRM promotions through social media. A scenario-based 2 × 2 × 2 between-subjects experimental design was used. Results revealed that status-seeking individuals exhibited the high level of prosocial behavior when their behavior was recognized by others publicly compared to non status-seeking individuals. In addition, individuals who felt guilt with regards to a CRM promotional appeal were more likely to respond to the promotion positively than those who did not, when their goodwill was observable by others. Considering this desire of some customers to have their goodwill displayed to others (known as conspicuous prosocial behavior), this study provides important evidence for companies wishing to develop CRM strategies via social media.