Applying a causal ambush marketing framework to social media: The 'Pleasure is Diverse' campaign and the Australian marriage amendment. Issue 3 (August 2019)

• Record Type: Journal Article
• Authors: Small, Felicity; Mehmet, Michael; Miles, Morgan P.
• Is Part Of: Australasian marketing journal. Volume 27:Issue 3(2019)
• Page Start: 149
• Page End: 157
• Publication Date: 2019-08
• Subjects: Cause ambush marketing -- Value-washing -- Sentiment analysis -- Cause-related marketing; Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1016/j.ausmj.2019.06.001
• Languages: English
• ISSNs: 1441-3582

Abstract

Highlights: Causal ambush marketing is a marketing tactic that has cost advantages over cause-related marketing. Social media as a communication platform facilities a marketer's use of causal ambush marketing as a promotional tactic. Our study operationalized Pope and Wæraas' (2016) washing framework. We found that the identified conditions of the framework were supported with evidence at a strong level, except condition 3, the degree of separating the CSR statement from practice. Abstract: The present study appliesPope and Wæraas' (2016) CSR-washing conceptual framework in a social media context using the recent case involving Streets 'Pleasure is Diverse' campaign and the Australian marriage amendment. Sentiment analysis examined the posts to Unilever's Magnum ice-cream campaign. We applied the framework's five conditions, and the findings indicated support for the operationalisation ofPope and Wæraas' (2016) washing framework. The findings suggest that consumer sentiments in this case of causal ambush marketing had four general themes: (1) Supportive Advocates; (2) Anti-Advocates; (3) Moral Detractors; (4) Sceptics. Chinese Abstract: 本研究将 Pope 和 Wæraa (2016) 的企业社会责任洗脑概念框架 (CSR-washing conceptual framework) 应用于社交媒体环境中的一个近期案例: "快乐是多样化的" 运动和澳大利亚婚姻修正案; 利用情感分析方法 (sentiment analysis) 研究了联合利华旗下梦龙冰淇淋公司 (Magnum ice-cream) 广告活动的帖子. 我们应用了该框架的五个条件, 结果表明支持 Pope 和 Wæraa (2016) 洗脑框架. 研究结果表明, 在因果偷袭营销的案例中, 消费者情绪有四个普遍的主题: (1) 支持倡导者; (2) 反倡导者; (3) 道德诋毁者; (4) 怀疑论者.