Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
980510 | Procedia Economics and Finance | 2016 | 7 Pages |
Abstract
The main aim of this article is to develop a new approach to Cause Related Marketing (CRM) that shows the use of the innovative potential of prosumption through crowdsourcing practices to contribute to CRM campaigns. The article focuses on consumers’ attitudes towards CRM and aspects of their involvement in the CRM creation. Research results show that young consumers in the Polish market connote CRM positively, but they are bored with existing CRM programs and assess them as uninteresting. The test results showed the desire of consumers to share knowledge with companies but, as it comes about the involvement, young people do not show much interest.
Keywords
Related Topics
Social Sciences and Humanities
Economics, Econometrics and Finance
Economics and Econometrics
Authors
Witek Lucyna, Hall Hanna,