When brands show a human side, hearts open a wide! Enhancing prosocial behavior through anthropomorphized brand messaging in cause related marketing DOI Creative Commons
Lakshmi A. Devi, Thangaraja Arumugam

Frontiers in Communication, Journal Year: 2024, Volume and Issue: 9

Published: Dec. 9, 2024

This paper discusses the influence mechanism of prosocial behavior through anthropomorphized brand messaging in cause related marketing among young adults, based on heuristic systematic model, study assesses how different modes information processing shapes consumers’ behavior, with moderating effect execution style. An online survey was conducted 299 adults Chennai, Tamil Nadu, India, utilizing a purposive sampling technique. Structural Equation Modeling applied using Smart-PLS. The findings indicate that message significantly behavior. Systematic is positively associated anthropomorphism, while shows negative association. style moderates relationship between anthropomorphism and cause-focused enhancing effectiveness initiatives. suggests brands can enhance by adopting messaging, which fosters deeper emotional connectionsand encourages processing. implications are significant for marketers aiming to design effective strategies resonate socially conscious adults.

Language: Английский

How multiplayer online games can yield positive effects on individual gamers, gaming companies, and society as a whole DOI Creative Commons

Cocuhen Wu,

Chun‐Yen Chang

Humanities and Social Sciences Communications, Journal Year: 2025, Volume and Issue: 12(1)

Published: March 24, 2025

Language: Английский

Citations

0
Rolling in Fun, Paying the Price: A Thematic Analysis on Purchase and Play in Tabletop Games DOI
Joseph Tu, D. Wang, Lydia Choong

et al.

Games Research and Practice, Journal Year: 2024, Volume and Issue: unknown

Published: Oct. 17, 2024

The tabletop games industry has experienced remarkable growth in recent years. A deeper exploration of the factors motivating players to invest time and money these would help game companies better cater their target audience increase profits. We conducted a reflexive thematic analysis 20 semi-structured interviews with players. Our revealed five themes concerning purchasing decision influences: (1) childhood past experiences cultural norms, (2) representation inclusivity, (3) social connections shared fun, (4) overcoming gameplay hindrances digital assistance, (5) economic constraints. These findings suggest that should focus on presenting easily understandable information, minimizing idle time, exploring opportunities for inclusivity interactions effectively engage drive sales. Based our valuable insights into player motivations, we offer actionable recommendations industry.

Language: Английский

Citations

1
How gaming team participation fosters consumers’ social networks, communication and commitment DOI
Thi Tuan Linh Pham, Gen‐Yih Liao, Sheng-Pao Shih

et al.

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 81, P. 103962 - 103962

Published: June 15, 2024

Language: Английский

Citations

0
When brands show a human side, hearts open a wide! Enhancing prosocial behavior through anthropomorphized brand messaging in cause related marketing DOI Creative Commons
Lakshmi A. Devi, Thangaraja Arumugam

Frontiers in Communication, Journal Year: 2024, Volume and Issue: 9

Published: Dec. 9, 2024

This paper discusses the influence mechanism of prosocial behavior through anthropomorphized brand messaging in cause related marketing among young adults, based on heuristic systematic model, study assesses how different modes information processing shapes consumers’ behavior, with moderating effect execution style. An online survey was conducted 299 adults Chennai, Tamil Nadu, India, utilizing a purposive sampling technique. Structural Equation Modeling applied using Smart-PLS. The findings indicate that message significantly behavior. Systematic is positively associated anthropomorphism, while shows negative association. style moderates relationship between anthropomorphism and cause-focused enhancing effectiveness initiatives. suggests brands can enhance by adopting messaging, which fosters deeper emotional connectionsand encourages processing. implications are significant for marketers aiming to design effective strategies resonate socially conscious adults.

Language: Английский

Citations

0