Understanding the variation in engagement levels in cause based marketing campaigns with respect to different type of advertisements

Abstract

In today’s competitive market, it is becoming increasingly important for the firms to devise new ways of marketing to capture the attention of the customers and further the objectives of the company. However, creation of effective marketing strategies has been extremely difficult. Occasionally, one is developed that not only succeeds for the company tactically and strategically, but also endures and develops into an even more effective method for achieving marketing's goals. Cause related marketing (CRM) is one such marketing strategy where the firms associate with a social cause to further its objectives. Our study explores CRM in Indian context through the fashion brand – BIBA. The study uses data based on eye movement. The stimulus for the study is #ChangeTheQuestion video ad of the BIBA. The study explores where should the brand logo be positioned – before the ad, during the ad, or after the ad. The study concludes that viewers do not look at the corners of the screen and the brand logo placed at the end of the ad is likely to capture the attention of the viewer for longer duration. Our study explores how the personality of the customer can be one of the factors that firms should consider while designing their CRM campaign. People with “agreeableness” trait are more likely to react positively to the CRM campaigns.