A study on the impact of cause-related content marketing on social networks: A case study of Vietnamese young consumers
Published: July 22, 2026
Abstract
Cause-related marketing is gradually becoming more popular in Vietnam, bringing great benefits to companies and communities as it helps humanitarian organizations get more donations. Social networks are playing an increasingly important role in our modern life. This study is to present practical knowledge about the impact of cause-related content marketing on the behavior of young consumers. The study finds out that the cause-related content receives more positive reviews, especially from women, than that of the commercial content. The study also provides empirical evidence to the extending attribution theory to the social network environment.
Amawate, V., & Deb, M. (2021). Antecedents and consequences of consumer skepticism toward cause-related marketing: Gender as moderator and attitude as mediator. Journal of Marketing Communications, 27(1), 31–52.
2.
Bernritter, S. F., Verlegh, P. W. J., & Smit, E. G. (2016). Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism. Journal of Interactive Marketing, 33(1), 27–42.
3.
Lafferty, B. A. (2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447–453.
4.
Lafferty, B. A., Lueth, A. K., & McCafferty, R. (2016). An Evolutionary Process Model of Cause-Related Marketing and Systematic Review of the Empirical Literature. Psychology & Marketing, 33(11), 951–970.
5.
Mora, E., & Vila, N. (2020). Developing successful cause-related marketing campaigns through social-networks the moderating role of users age. Total Quality Management & Business Excellence, 31(3), 373–388.
6.
Samu, S., & Wymer, W. (2014). Cause marketing communications: Consumer inference on attitudes towards brand and cause. European Journal of Marketing, 48(7), 1333–1353.
7.
Vanhamme, J., Lindgreen, A., Reast, J., & Van Popering, N. (2012). To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing. Journal of Business Ethics, 109(3), 259–274.
8.
Varadarajan, P. R., & Menon, A. (1988). Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 52(3), 58–74.
9.
Weiner, B. (2012). An attribution theory of motivation. In Handbook of theories of social psychology, Vol. 1, pp. 135–155. USA: Sage Publications Ltd.
10.
Youn, S., & Kim, H. (2008). Antecedents of Consumer Attitudes toward Cause-Related Marketing. Journal of Advertising Research, 48(1), 123–137.
