Charity Publicity Strategy, Corporate Warmth and Consumer Response

Abstract

In recent years, corporate philanthropy activities have made important contributions to helping the socially disadvantaged, narrowing the gap between the rich and the poor, strengthening emergency rescue and disaster relief, and promoting people's livelihood. On the one hand, enterprises have the appeal of economic interests, on the other hand, they also have the obligation to assume social responsibility, through charity activities can not only assume social responsibility, but also increase consumers' positive brand attitude and purchase intention, and improve the business conditions of enterprises. However, in real life, many companies do not pay attention to publicity work, resulting in charity activities that do not achieve the expected results of the enterprise, and even create the impression that consumers are "hypocritical". Although the company has paid the cost to undertake corporate social responsibility, it has not received the expected consumer response. Developing an effective publicity strategy for philanthropy can improve the situation and make corporate philanthropy work the most effective. So, what are the publicity factors that should be included in a corporate philanthropy publicity strategy? How do the various publicityl factors affect consumer response? The mechanism of its influence deserves in-depth study. First, three dimensions of corporate philanthropic publicity strategies are explored, publicity time, publicity media, and publicity initiative. From the consumer response perspective, the effects of corporate warmth on consumers' corporate attitudes and purchase intentions are also considered. Second, the impact of charity publicity strategy on consumer response under the regulation of corporate warmth is constructed. Applying two-factor ANOVA, it is found that the effects of publicity time and publicity initiative on consumer response are moderated by corporate warmth, while the effects of publicity media on consumer response are partially moderated. Finally, an orthogonal test is applied to find out the optimal combination of the three charitable publicity methods on consumer response. Aiming to help enterprises understand the mechanism of charitable publicity strategy on consumer response, and realize the purpose of effectively guiding consumer response and promoting consumers' recognition and support of corporate charitable activities