Resumo

MARTINEZ ESCARENO, Irma Marcela et al. Influence of Social Marketing and CSR Practices of csr in the Millennials Purchase. rev.univ.empresa [online]. 2018, vol.20, n.35, pp.251-280. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.6034.

Corporate Social Responsibility (CSR) is considered to be a functionalist practice that generates competitive advantages for companies. Social marketing is a program that lays under this perspective and has as a main objective to minimize or eliminate any destructive effect and to maximize any benefit for society through purchase behavior. Millennials have been influenced by this kind of programs being led to have behaviors or purchase intents directed to CSR and social marketing. It is within this context that this research identifies the knowledge level of Mexican millennials about CSR in determined companies, as well as the way they are influenced by social marketing in their purchase intent. The methodology applied was semi-experimental and had five phases, in which the purchase intent of participants and its causes were identified. Through focal groups we were able to identify three kinds of millennial costumers, in which two showed to be sensitive towards CSR and social marketing, proving the potential that it has as a competitive advantage.

Palavras-chave : Social marketing; corporate social responsibility; consumer behavior; millennial; semi-experimental.

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