Research On The Impact Of Cause Marketing On Corporate Image With Public Participation

With the development of new social media and the arrival of the era of personalized consumption,the public’s consumption concept is also changing,which has also greatly affected the business philosophy and marketing strategy of enterprises,making enterprises more and more associate their social reputation with charity.In this case,cause marketing combines corporate social responsibility goals with corporate marketing goals,and becomes an important marketing strategic tool for enterprises to build an image and achieve business goals.In this context,it is necessary to discuss the effect of cause marketing and its impact on corporate image from the perspective of public participation.Based on the "Ant Forest" public welfare activity of Alipay,this study applies the theory of social exchange from the perspective of public participation and introduces it into the antecedent study of corporate image.Then,public participation is taken as an intermediary variable to sort out the four dimensions of public participation: value co-creation,emotional resonance,behavioral support and self-identity.A research model is built to study the mechanism of improving corporate image,so as to provide theoretical support for the long-term development of enterprises.At first,the paper combs the concepts of cause marketing,public participation,corporate image,and other related basic theories,and further clarifies the topics that need to be studied.Secondly,research hypotheses are proposed according to the logical relationship between the core variables and the theory,and an appropriate relationship model is constructed.Thirdly,the sample data of 481 valid questionnaires were used for empirical test with the help of statistical software such as SPSS.Finally,the empirical results show that :(1)cause marketing has a significantly positive effect on public participation,among which cause marketing has a significantly positive effect on value co-creation,emotional resonance,behavioral support and self-identity;(2)In the dimension of public participation,value co-creation,emotional resonance and self-identity have a significant positive impact on corporate image;(3)Value co-creation,emotional resonance,behavioral support and self-identity of the dimensions of public participation play a mediating role in the process of cause marketing’s influence on corporate image.Finally,based on the empirical results,this study points out the contributions and deficiencies of this research,in order to expand and supplement the empirical research on the theory of public participation in cause marketing activities,and provide new ideas for the management practice of domestic enterprises.