ENTER2018 eTourism Conference, PhD workshop presentation

1. ENTER 2018 PhD Workshop Slide Number 1
The Effectiveness of Online
Cause-Related Marketing Message Framing
on Hotel Brand Evaluation
Hyerhim Kim
University of Surrey, UK
hyerhim.kim@surrey.ac.uk

2. ENTER 2018 PhD Workshop Slide Number 2
Background
Corporate
Social
Responsibility
(CSR)
Cause-Related
Marketing
(CRM)
Brand
Reputation
Regulatory
Focus
Message
Framing
Initiative
Focused
Advertising
Messages
Hotel
Profit
Motivation

3. ENTER 2018 PhD Workshop Slide Number 3
Investigate the effectiveness of difference
types of message appeals of social causes,
especially in online charity advertising by hotel.
Research Objective

4. ENTER 2018 PhD Workshop Slide Number 4
Framework
• Promotion-Framed
• Prevention-Framed
CRM Message Framing
Consumer-Related Factors
Processing FluencyProcessing Fluency
Social Cause AttitudeSocial Cause Attitude
Perceived ‘Company-Cause’ fitPerceived ‘Company-Cause’ fit
Brand
Reputation
• Brand Attitude
• Positive WOM communication
• Purchase intention
Brand Evaluation
H1 There is an interaction effect between
message framing (promotion-framed message vs. prevention-framed
message)
and brand reputation (good vs. bad) on consumers’ brand evaluation.
H2 Processing fluency mediates the interaction
effect
postulated in H1.
H3 Social cause attitude mediates the interactive
effect
postulated in H1.
H4 Perceived fit mediates the interactive effect
postulated in H1.

5. ENTER 2018 PhD Workshop Slide Number 5
Method
• Study I
Scenario based 2 (message framing: promotion-framed vs. prevention-
framed) x 2 (brand reputation: good vs. bad) between-subjects factorial
design.
• Study II
Testing the psychophysiological
measurements of automatic
emotional reactions to ad collected
using biosensor equipment.

6. ENTER 2018 PhD Workshop Slide Number 6
Expected Outcome
• Theoretical
 What is the effective way to communicate CRM.
 How companies can mitigate the potential negative implications of CRM by
choosing the right advertising message.
• Managerial
 How to control advertising environment.
 What is the best way to minimize consumers’ scepticism towards company’s
pro-social activities.

7. ENTER 2018 PhD Workshop Slide Number 7
Thank you!