Explorando o marketing relacionado a causas: revisão integrativa e investigação empírica acerca da intenção de boicote

Abstract

Cause-related marketing plays a relevant role in the contemporary landscape, as consumers increasingly value the social and environmental responsibility of companies. By aligning their business actions with socially relevant issues, organizations not only demonstrate their commitment to the well-being of society and the planet, but also establish emotional connections with their customers. This study aims to broaden the debate on boycott behavior in the context of cause-related marketing. It is structured in the format of articles, which fulfill the specific objectives of (i) identifying possible research gaps through an integrative review, and (ii) examining whether communication in cause-related marketing campaigns helps reduce boycott intentions. The first article conducted an integrative review to identify 10 seminal texts and the 10 most cited articles between 2017-2019 on cause-related marketing, aiming to identify research gaps and guide future investigations. The second article was developed based on the findings of the first one, focusing on the identified gap between boycott behavior and marketing communication. The objective of the research was to investigate the relationship between boycott behavior and two fundamental perspectives in the context of cause-related marketing: the cause-aligned consumer and marketing communication. Focus groups were conducted with women to allow for an in-depth analysis of the propositions developed in the article. Ultimately, the study provided insights into the implications in the academic, managerial, and social fields, aiming to foster growth and appropriation of this topic in the academic sphere, provide practical guidance for companies, and promote positive social impact.