Final BowTie Cause White Paper

MARK311 Final White Paper Deliverable Neier
BowTie Cause Marketing Research 1 Cho, Garton, Khosa, Milord, Martini
Market Research
for
Bowtie Cause
Final White Paper
Team Members: Monica Khosa, RaShelle Garton,
Hyejin Cho, Sami Martini, Ryan Milord

TABLE OF CONTENTS
Executive Summary………….………………………………………………………………….3
Background & Opportunities…………………………………………………………………...4
Solution…………………………………………………………………………………………...6
Conclusion………………………………………………………………………………………14
Works Cited……………………………………………………………………………………..20
Appendix………………………………………………………………………………………...21
Survey……………………………………………………………………………………21
Frequencies……………………………………………………………………………...28
Frequency Charts……………………………………………………………………….46
Other Question Responses……………………………………………………………..56
Demographic/Geographical Data……………………………………………………...57
Cross-tabulations…………………………………………………………………….....58
In-depth Interviews……………………...…………………….……………….……...102
Resumes………………………………………………………………………..………119

Executive Summary
BowTie cause is an online retailer that sells cause apparel, and is looking to grow their
business. This study was conducted in order to gain insights regarding the phenomena of cause
marketing. According to the Mintel Academic report, cause related marketing is: “a marketing
tactic that combines selling a brand with doing good for the world”.
This study was conducted by collecting qualitative data in the form of in depth
interviews, as well as qualitative data in the form of surveys administered via Qualtrics. The
overarching theme of the study was examining how cause related marketing affects consumer
purchasing behavior. 5 research objectives were explored in order to gain a holistic
understanding of cause marketing. They were as follows: (1) To understand the role in which
social media plays in brand development, (2) To assess the different factors that influence
consumer purchases in relation to philanthropic causes, (3) To investigate purchasing trends of a
socially aware consumer, (4) to research geographical locations where there is higher demand for
cause related products, and (5) To find out the influence celebrity endorsements have on
consumer behavior.
To pursue these research objectives, data was collected and analyzed from both the
surveys and the interviews. One of the findings, for example, suggest that health related causes
are the most popular causes to purchase from, as 28.8% of respondents stated that healthcare
related causes are their most preferred cause. 41.6% of people suggested that their #1
consideration when purchasing goods related to a cause is what type of cause is being supported.
The in-depth interviews assisted with contextualizing the numerical results. For instance, one
respondent suggested that the biggest motivator for purchasing cause related products was
altruism.
The data findings were complex and nuanced, and therefore subject to interpretation. It is
hoped that the conclusions that can be drawn from this study will prove to be useful to BowTie
cause. If there are any questions, please contact the authors.
The 19 question survey based on cause-related marketing yielded a total of 89 responses
with 49 completed surveys.

Background & Opportunities
The following includes a background description of what initiated the need for market
research. The research was done in an effort to properly understand the needs of the client and
their marketing efforts in hopes to better equip BowTie Cause with data and analysis to reach its
target market.
BowTie Cause is an organization that designs and sells signature bowties that directly
relate to a specific social cause. Categorized as a social-enterprise BowTie Cause dances on a
fine line between operating as a for-profit business while still trying to achieve social change.
The idea behind BowTie Cause began with retired football player Dhani Jones. The goal of the
organization is to make a profit while helping to raise awareness of causes. Currently, BowTie
cause offers 144 bow ties and has 109 organizational partners. BowTie Cause seeks to grow its
business, and thus is currently looking for growth opportunities.
It was imperative to present a promising case for BowTie Cause in order to satisfy their
needs. In order to do so, it was key to abide by the RFI implications by following the proper
research design. The research team decided to follow the exploratory research design that
included focus groups, a key informant interview, secondary data literature search, and
observational methods 1
. Through these exploratory design subsections, the appropriate
knowledge was obtained in an effort to fully satisfy BowTie Causes wants and needs.
The first step to the problem formation process is to meet with the client in order to
define the problem/opportunity correctly2
. The research team met with the client, Amanda
Williams, BowTie Cause CEO. Based on this key informant interview, it became apparent that
the main concerns and goals included developing a consistent recognizable brand, maintaining
an online presence with their website and with social media and exploring potential growth
opportunities. Bowtie Cause has reached a crossroads, a stage in which their company’s
advancement has directional strategy for future opportunities but is limited without additional
research. So with this framework in mind, this lead to the Managerial Decision Opportunity
(MDO) as follows:
The research team was in agreement that this MDO was consistent with the client’s needs
relating to the major concerns listed above. In order to expand on the MDO, the research team
came up with five research objectives. Each research objective directly relates to a specific
theme that is meant to help answer the MDO.
1 (Churchill 37)
2 (Churchill 50)
In what ways can cause marketing influence the way in
which consumers purchase?

● To understand the role in which social media plays in brand development.
● To investigate purchasing trends of a socially aware consumer.
● To assess the different factors that influence consumer purchases in relation to
philanthropic causes.
● Research geographical locations where there is higher demand for cause-related products.
● To find out the influence celebrity endorsements have on consumer purchase behavior.
The first objective relates to online presence and brand development. Brand development
is key for any company to be successful, and since BowTie Cause is still in the process of
developing a consistent brand, it is important to learn more about how online presence through
social media can play a role in this process.
The second objective was developed in a way to identify growth opportunities by
pinpointing purchasing trends of socially aware consumers. Once these trends are identified,
BowTie Cause can then use the information collected in order to take advantage of any growth
opportunities that should arise. This leads directly into the next objective which is intended to
help BowTie Cause identify the different factors that influence consumer purchases in relation to
philanthropic causes such as theirs.
The intent behind the fourth objective was to discover geographical locations with a
higher demand for cause related products in order for BowTie Cause to know where to focus
their marketing efforts. Finally, the fifth objective focuses on the influence of celebrity
endorsements in relation to consumer purchase behavior and how that can increase both brand
development and growth. In order to become a business partner that acted on behalf of BowTie
Cause, it was imperative to listen to their concerns and base the research around what they
needed.
Through literature search, quantitative and qualitative data was obtained on cause-related
marketing, purchase behavior, and social media effectiveness. Data from quantitative, descriptive,
and exploratory data on the cause marketing could be achieved through literature Search. It
supported the background of information about the influence of social media, purchasing trends
for bowties, impact of celebrity endorsements, purchasing tendency of cause-related product,
motivation factors for purchasing decision. A significant data based on 2,000 internet users aged
over 18 shows that 51% of people do prefer buying from cause-related company3
.
Initially, while drafting the RFI, the research team had developed all 5 objectives as
follows:
● To understand the role in which social media plays in brand development.
● To investigate purchasing trends of a socially aware consumer.
● Research geographical locations where there is a higher demand for bow ties.
● To find out what type of cause marketing consumers are most receptive to.
● To assess the different factors that influence consumer purchases in relation to
philanthropic causes.
3 Mintel

Upon reflection, the fourth objective proved to be too broad and non-specific to the established
MDO. This objective was then changed to the following:
● To find out the influence celebrity endorsements have on consumer purchase behavior.
The new objective was a better fit for the client and the research teams’ MDO. Since BowTie
Cause has already incorporated celebrities in with their brand, the research team felt that this new
objective would be more beneficial to the client’s needs. There was a second alteration that was
made to the 5 initial objectives as well, this was made to the third objective. The research team
felt that this objective was too narrow by only including demand for bow ties. In order to create a
less bias research objective, ‘bow ties’ was changed to ‘cause related products.’
Solution
The following delineates the processes taken in the collection of data. This includes the
research methods undertaken including a focus group moderator guide to conduct in depth
interviews and the creation of an interactive, online survey.
A focus group moderator guide4
was developed as a guideline to initiate a dialogue
between the interviewer and the interviewee. It assisted with the direction and flow of the
conversation while initiating the interviewee to expand on certain thoughts. The in-depth
interviews were meant to provide the research team with qualitative data. This included a series
of questions which prompted the participant to reflect on their insights on each of the mentioned
research objectives. A total of five in-depth interviews were conducted.
These in-depth interviews featured a total of 10 questions, with 3 engagement questions,
5 exploration questions, and 2 exit questions. It’s important to note that these questions merely
served as conversation starters. Our team adopted a funnel approach to questioning, with broad
questions being asked first to prompt the respondent to speak as much as possible, followed by
more specific follow-up questions. The follow-up questions varied from interview to interview,
as they were meant to prompt the respondent to elaborate and expand upon certain points that
they already shared. In that sense, the interviews were of a conversational nature, therefore
creating a comfortable environment for respondents to answer candidly.
The in-depth interviews were meant to enhance the understanding of the big picture of
cause marketing and its impact on consumer purchasing behavior. The questions were broad
enough so that they aren’t directly relatable to any single research objective, but many of the
questions overlapped with research objectives 1, 2 and 55
. In general, the in-depth interviews
served the purpose of providing insights that survey questions cannot produce and
contextualizing our quantitative data.
As previously mentioned, the first 3 questions were engagement questions that served as
a starting point for the conversations with interviewees. They included questions such as: “Are
you involved with any philanthropic causes?” and “What do you think cause-related marketing
4 See appendix for in-depth interviews
5 See appendix for list of questions

is?” These questions were chosen to serve as starting points for the conversation because they are
questions that anybody can answer. Additionally, they served as a way to understand the
respondent’s background and underlying viewpoints going into the survey. The engagement
questions were the broadest questions that were asked because they made no assumptions about
the person being interviewed.
The next 5 questions were exploratory questions, such as “How often do causes influence
your purchase decisions?” and “What do you believe motivates people from purchasing a cause-
related brand?” These questions were less open-ended than the engagement questions asked
directly before. Exploratory questions are meant to get at the heart of the matter, which is the
respondent’s opinion, thoughts, and sentiments regarding cause-related marketing.
The last 2 questions were exit questions, which gave the respondent the opportunity to
share whatever they felt was relevant at the end of the interview. Exit questions are meant to
allow the interviewee to summarize their thoughts and to add things that they weren’t asked
about that they feel like sharing. For example, the last question of the interview was “Does
cause-related marketing affect your purchasing behavior?” This question is designed to prompt
the interviewee to revisit all that they have said and to summarize it. Many respondents have
added on to their previous statements while answering this question. The exit questions were
fairly broad in order to allow the respondents to describe their answers as much as possible.
Additionally, an online software tool, Qualtrics, was used in the collection of quantitative
data. Qualtrics was used to design, pretest, and distribute surveys. There were a total of 89
surveys administered, of which 49 were completed. The reason for this low completion rate was
due to technical difficulties while completing surveys on mobile devices. The video clip proved
to be the primary source to these barriers. Regardless of any issues, this was determined to be an
adequate sample size that can minimize the effect that random errors have on the accuracy of the
data.
The Qualtrics survey featured 19 questions that related to each one of the research
objectives. In order to produce valuable data, a diverse array of questions were included. The
survey had 7 nominal questions, 5 ordinal questions, 2 ratio questions, and 4 interval questions.
It was important to have multiple questions under each measurement scale in order to minimize
non-sampling, systematic, and random error. Additionally, interactive features of Qualtrics, such
as videos, sliding scale questions, and ranking questions were utilized to create a visually
appealing, engaging survey. The color scheme was set to match that of BowTie Cause in order to
familiarize the respondent with the BTC brand. The survey was tested extensively in order to
enhance usability and accuracy.
In order to attain the highest quality data, a survey was created from scratch in order to
tailor its questions specifically to the MDO. No questions from the Qualtrics question bank were
included in the survey. The questions were asked in a neutral, objective manner so that the
respondent would not feel inclined to choose one option over the other. The research team
worked diligently to create a survey that was free of leading questions and any other biases.
Additionally, the answers to the questions were designed to be exhaustive, giving the respondent
a full range of possible answers to select.
Additionally, the survey was extensively tested, over 700 times, to offer the respondents a

seamless survey experience, and to offer BowTie Cause accurate data. As such, questions were
carefully selected and phrased in order to make the questions easy to understand and easy to
respond to, a total of 28 questions were discarded in the process. The types of erroneous
questions that were removed were questions that were too vague, questions that offered mutually
inclusive choices as answers, and redundant questions. Pre-testing was performed over the
course of several weeks. The survey was administered to various individuals and was changed in
response to the feedback given. Additionally, the survey was administered to a graduate assistant,
who gave a final critique.
The initial sampling frame consisted of socially aware individuals that were actively engaged
in some kind of philanthropic cause. The amount of activity can vary from small donations made
to being actively participating in fundraising events. Younger individuals between the ages of
19-27 were the primary target as the team felt that this demographics would be more relatable to
the sampling frame. From this the surveys were mainly distributed on social media websites. The
two primary websites include Facebook and Twitter. Each team member posted the link to the
survey on his or her personal Facebook profiles. This allowed for everyone on the friends list to
be able to view the link in addition to having the option to take the survey. Each team member
has approximately 700 Facebook friends. Multiplying this by five for each team member the
survey was exposed to at least 3,500 potential participants on Facebook alone. This did, however,
limit the geographical locations as it is based on each individual of the research team.
The survey was designed so that no respondent would be led to respond in a way that
they normally wouldn’t. Objectivity was the main point of the survey. By distributing the survey
online, a wide range of people had access to it. Everyone was given the opportunity to answer
the survey anonymously. This was all done to ensure getting accurate, quality data.
The survey size of 40 was statistically sufficient, and the questions were phrased
objectively. Both of these factors served to insure internal validity. Internal validity is the extent
to which there is confidence that the measured dependent variables are being affected by the
independent variables.
Although the survey at a satisfactory size, it did emphasize certain demographics more
than others. Because of this, the survey may or may not have much external validity. The extent
to which this survey is applicable to the general population, or other segments of the population
is unknown. The demographics that were clearly overrepresented were millennials, students, and
young professionals. All but 2 responses occurred in the state of Illinois. Middle aged working
people, as well as senior citizens, were both underrepresented in the survey.
The research in this study was carried out in full compliance with the ICC/ESOMAR
international code on marketing research. The research was carried out transparently and
honestly. Respondents were given the incentives they were promised when they completed the
survey. They were told exactly what the survey contained, how their information will be handled,
and for what it will be used. They were given the option to remain anonymous. These practices
are standard in the area of marketing research.
One ethical issue that was encountered throughout the course of this study was the issue
of data representation. The completion rates for the survey are at 50%, and for a while the cause

was unknown. It was unclear how to represent the data ethically, as some surveys were
incomplete, while others were complete. Later on, it became clear that the problem stemmed
from mobile use of the survey. Mobile phones used an external app to play the video in the
survey, and this caused mobile respondents to inadvertently leave the survey. This issue likely
did not affect the validity of any answers, but it was still an ethical responsibility to disclose the
problems that were encountered. Regarding this issue, the ESOMAR code specifically says in
article 11c: “Researchers should always make available the technical information necessary to
assess the validity of any published findings”6
Once the survey was completed and closed via Qualtrics, the research team converted the
Qualtrics data into SPSS. Once logged into Qualtrics, from the home page, click on the “View
Results” tab, then click “Download Data”. There are many formats to choose from, click on the
second link under SPSS that says “Download SPSS .sav File”. Once the file is downloaded and
opened in SPSS, there is no need to go back into Qualtrics.
The downloaded SPSS file includes some irrelevant information that was deleted in order
to clean the file up and increase efficiency. This information is under the “Data View” tab and
includes: the survey introduction, transition questions, the survey conclusion, and other columns
that SPSS automatically creates with every new file. Also under this tab were some variables that
SPSS was unable to code properly which resulted in a “system-missing” value. The research
team had to recode these values in order to receive the accurate data when running frequencies
and cross-tabulations. Under the “Variable View” tab, the research team then renamed each
question with keywords for easier analysis and made sure every question had a set of values
paired with it in order to receive accurate frequencies and cross-tabulations.
One of the first things the research team did after correctly renaming and labeling the file
was analyze the results of each individual variables. In order to accurately do this, the
frequencies must be done for each individual variable. This is done by clicking on the ‘Analyze’
tab toward the top of the page, then scrolling down and clicking on ‘Descriptive Statistics,’ from
6 ICC/ESOMAR international code on market and social research, Article 11(c).

there clicking on the drop down tab ‘Frequencies.’ Select all variables that need frequencies run
then click the arrow so everything selected moves under the ‘Variables’ section. Click ‘Statistics’,
in the top right hand corner check the boxes ‘mean, median, and mode,’ then click continue.
Click ‘charts’ to add bar charts or pie charts into the frequencies.
There are two objectives that the research team designed to work together in this process.
Both the second and third research objectives are geared toward consumer purchases. The second
objective focuses on socially aware consumers while the third objective focuses on philanthropic
causes. Throughout the data analysis process, the research team noticed a few variables that
came up more than others, with most of the variables being related to the two objectives
mentioned above. These survey questions turned out to be the most valuable to the MDO
because they could be used to help the team analyze multiple research objectives. Cross-
tabulations are run by clicking the ‘Analyze’ tab toward the top of the page, scrolling down and
clicking ‘Descriptive Statistics,’ from there then clicking on the drop down tab ‘Crosstabs.’ Once
both variables have been decided upon, select the first variable and insert it under the ‘columns’
section and insert the second variable under the ‘rows’ section. Click ‘statistics’ and check the
‘Chi-square’ box, then click continue. Click ‘cells’ and check the ‘column’ box under the
percentages section, click continue, then okay.
Research Objective 1
To understand the role in which social media plays in brand development.
Applicable survey questions:
● Please order the following social media sites according to the frequency in which you use
them. (1 being the most frequent and 5 being the least frequent)
● If you saw someone promoting a brand on the following social media sites, how likely or
unlikely are you to investigate the brand further?
● In the last 6 months, how many times have you purchased a product and/or service after
seeing it on one of the following social media sites?
Some beneficial cross-tabulations to run can include:
● “Please order the following social media sites according to the frequency in which you
use them - Facebook” and “In the past 6 months, how many times have you purchased a
product and/or service after seeing it on one of the following social media sites? -
Facebook”
use them - Twitter” and “In the past 6 months, how many times have you purchased a
product and/or service after seeing it on one of the following social media sites? - Twitter”
By running cross-tabulations with the two sets of questions listed above, the results indicate the
association between the consumer’s most frequently visited social media site and the purchases
made directly from those sites. Through relevant survey answers, further investigation in cross-
tabulation will be deeply delved into the research objective. Further cross-tabulations will be run
based on relevant survey answers.

To investigate purchasing trends of socially aware consumers.
● Have you purchased products related to a cause within the last year? (e.g. Livestrong
bracelet, breast cancer awareness t-shirt, GO Green recyclable tote bag)
● Please select the following reasons as to why you have not purchased from a cause.
Select all that apply.
● On a scale from 1-10, please indicate your likeliness to go out of your way to purchase
from a company well-known for its social responsibility. (e.g. Whole Foods, Starbucks,
Chipotle)
● How many cause-related products do you own? (e.g. Livestrong bracelet, breast cancer
awareness t-shirt, GO Green recyclable tote bag)
● Which kind of apparel are you more likely to purchase for a cause? (e.g. Livestrong
bracelet, breast cancer awareness t-shirt, GO Green recyclable tote bag)
● Where are you more likely to purchase the previously mentioned apparel?
● Please rank the following in order of importance when purchasing a product that supports
a cause. 1 being the most important and 4 being the least important. (Drag and Drop)
● “Have you purchased products related to a cause within the last year - Yes” and “Where
are you more likely to purchase the previously mentioned apparel”
● “Which kind of apparel are you more likely to purchase for a cause?” and “Where are
you more likely to purchase the previously mentioned apparel?”
● “Please rank the following in order of importance when purchasing a product that
supports a cause (how much of the proceeds go to the cause, the type of cause being
supported, the reputation of the company supporting the cause, and influence by friends)”
and “On a scale from 1 to 10, please indicate your likeliness to go out of your way to
purchase from a company well-known for its social responsibility.”
These three sets of questions are examples of the cross-tabulations the research team will run. In
regards to the second bullet point, the findings would indicate whether there is an association
between the type of apparel consumers are more likely to purchase for a cause and where they
are more likely to purchase that apparel. If there is in fact an association between these two
questions, BowTie Cause can use the information to their advantage.
To assess the different factors that influence consumer purchases in relation
to philanthropic causes.
● Have you purchased products related to a cause within the last year?
● Do you go to Philanthropic or fundraising events?

● On a scale of 1-10, please indicate your likeliness to go out of your way to purchase a
product for a cause.
● Please indicate which of the following types of causes are you more likely to purchase
apparel from?
● “Do you go to Philanthropic/Fundraising events - Yes” and “When you go to
philanthropic events, on average how far do you/are you willing to travel from your home
- 20+ miles?”
● “Please rank the following in order of importance when purchasing a product that
supports a cause (how much of the proceeds go to the cause, the type of cause being
supported, the reputation of the company supporting the cause, and influence by friends)”
and “Please indicate which of the following types of causes you are more likely to
purchase apparel from (health, education, animal rights, environment, etc.)”
If, for the first set of questions, the cross-tabulations resulted in an association between
consumers that attend philanthropic/fundraising events and traveling 20+ miles from home to
attend such events, BowTie Cause would benefit from this knowledge. On the other hand, the
cross-tabulations could also indicate that consumers who do attend such events are only willing
to travel up to 10 miles. Running these tests will either affirm or disprove any assumptions made.
Research geographical locations where there is higher demand for cause
related products.
● Please select the following reasons as to why you have not purchased from a cause.
● On a scale from 1 to 10, please indicate your likeliness to go out of your way to purchase
from a company well-known for its social responsibility.
● Do you go to Philanthropic/Fundraising events?
● When you go to philanthropic events, on average how far do you/are you willing to travel
from your home?
● “Please enter your zip code” and “Have you purchased products related to a cause within
the last year - Yes”
● “Please indicate your zip code” and “Please select the following reasons as to why you
have not purchased from a cause”
Although, in the second set of questions, reasons for not purchasing from a cause does not
directly relate to this objective, it may be beneficial to look into this cross-tabulation anyway.
The results may show an association between certain geographical locations and the reasons why
consumers do not purchase from causes in those areas.

To find out the influence celebrity endorsements have on consumer purchase
behavior.
● To what extent do you agree with the following statements? This video (BowTie Cause at
SuperBowl XLVII) made me motivated... (Options - to purchase a bow tie, to learn more
about BowTie Cause, to become more open to the idea of wearing a bow tie, to want to
purchase directly from BowTie Cause)
● Please rank the following groups of people in terms of who you think is most influential
when endorsing an organization and what they stand for. 1 being the most influential and
6 being the least influential. (Options – Athletes, Business Leaders, Politicians, Actors,
Singers, Reality TV Stars and Hosts)
● “Please rank the following groups of people in terms of who you think is most influential
when endorsing an organization and what they stand for - Athletes” and “Please watch
this short video. To what extent do you agree with the following statements? This video
made me motivated… - to learn more about BowTie Cause”
● “Please rank the following groups of people in terms of who you think is most influential
when endorsing an organization and what they stand for - Actors” and “Please watch this
short video. To what extent do you agree with the following statements? This video made
me motivated… - to learn more about BowTie Cause.”
Running cross-tabulations between the different answers to both of these questions can be very
insightful. The findings may indicate that participants who chose athletes as their number one
most influential endorsers are more willing to purchase directly from BowTie Cause after
watching the video rather than those participants who chose business leaders as the most
influential.

Conclusion
To understand the role in which social media plays in brand development.
Frequencies:
● 80% of participants use Facebook the most frequently.
● 34% of participants that see the promotion of a brand on Twitter are likely/very likely to
investigate further while 55% of participants are unlikely/very unlikely to investigate
further.
● 39% of participants that see the promotion of a brand through Email are likely/very likely
to investigate further while 44% of participants are unlikely/very unlikely to investigate
further.
Associated cross-tabulations:
use them. - Twitter” and “In the last 6 months, how many times have you purchased a
product and/or service after seeing it on one of the following social media sites? - Twitter”
○ The results of this cross-tabulation indicate that there is an association between
these two variables, with a Chi-Square value of .000. Of the participants that
ranked Twitter as their most frequented site, 60% have made multiple purchases
after seeing the products on Twitter.
use them. - Facebook” and “If you saw someone promoting a brand on the following
social media sites, how likely or unlikely are you to investigate the brand further? -
Facebook”
○ Although the results of this cross-tabulation has a Chi-Square value of .006,
which indicates that it is in fact associated, the research team was surprised with
the results. Supporting the predictions, 75% of the participants that frequent
Facebook the most are likely/very likely to investigate the brand further when
seeing it promoted through Facebook. As well as that, 74.6% of the participants
that frequent Facebook the least are also likely/very likely to investigate the brand
further when seeing it promoted through Facebook.
○ Based on these surprising findings, it seems that the frequency in which Facebook
is used is irrelevant to the likeliness of participants investigating a promotion
further when seen on Facebook. (Facebook seems to be a good social media site
for promoting a brand, but does not necessarily lead to purchases)
Un-Associated cross-tabulations:
use them. - Facebook” and “In the last 6 months, how many times have you purchased a

product and/or service after seeing it on one of the following social media sites? -
Facebook”
○ Based on the results, there is no associated between the frequency in which
Facebook is used and purchases from Facebook. The Chi-Square value for this
cross-tabulation is .962.
Additional relevant results:
● Qualitative data was received from the in-depth interviews. According to one respondent,
Twitter is an unreliable social media site in regards to believing or trusting any
promotional advertisements seen on the website.
To investigate purchasing trends of socially aware consumers.
Frequencies:
● 49% of participants are more willing to purchase from a socially-aware company
● 41.6% of participants feel that the type of cause being supported is the most important
factor when deciding to purchase.
● The top three items participants are more like to purchase for a cause include sweatshirts
(39.3%), t-shirts (38.2%), and necklaces (24.7%).
● “Please indicate which of the following types of causes you are more likely to purchase
apparel from – animal rights” and “Please indicate your gender.”
o The two are associate with a chi square of 0.001. This indicates that they are very
closely associated. According to the results found, females are more like to support
animal rights compared to men. 37.9% of female participants ranked animal rights as
their top philanthropic choice while only 4.2% of male participants ranked it as their top
choice.
● “Where are you more likely to purchase the previously mentioned apparel? and “Which
kind of apparel are you more likely to purchase for a cause - bow ties.”
○ The two cross-tabulations listed were unassociated as the Chi-Square value
was .06. While they are not directly associated, it was found that of those
participants that are likely to purchase a bow tie for a cause, they prefer to buy
them online compared to a retail store or fundraising event. 18.8% of participants
would rather purchase a bow tie online.
● “Do you go to Philanthropic/Fundraising events?” and “On a scale from 1 to 10, please
indicate your likeliness to go out of your way to purchase from a company well-known
for its social responsibility.”
○ The two cross-tabulations listed were unassociated as the Chi-Square value came
out to .627. This was surprising because one would think that an individual who

goes to philanthropic events would be more likely to purchase from socially-
responsible companies. However, according to the results this is not the case.
who care health and environment for his first cause, he would like to buy if those kinds of
causes are behind the products. However, he pointed out how much money and how the
process go in that socially-aware company in terms of transparency.
● The participant acknowledges that cause-marketing does work and that if companies
were to market the products more and explain the cause he/she would be more inclined to
purchase.
● The participant is more inclined to purchase products advertised on twitter rather than
Facebook. Twitter has more credibility.
To assess the different factors that influence consumer purchases in relation
to philanthropic causes.
Frequencies:
● The results show that, of the people asked “Do you go to philanthropic events?” 66.6%
answered ‘yes’ whereas 33.3% answered ‘no’.
● 28% of those asked “Which type of cause are you most likely to purchase apparel from”
listed Health-related causes as their #1 choice, 22.6% listed animals rights, and 16.4%
listed the environment.
● “Have you purchased products related to a cause within the last year? - Yes” and “Do you
go to Philanthropic or Fundraising events? - Yes”
○ These variables were shown to be statistically associated with a Chi-Square value
of .015. 42% of respondents claimed that they both regularly go to philanthropic
events and that they have purchased products related to a cause within the last
year. The results of the survey imply that the majority of the population (as
reflected by the sample) goes to philanthropic events. The study indicates that
going to philanthropic events is associated with purchasing cause-related items.
This means that BowTie Cause can possibly grow its customer base by becoming
more visible in philanthropic/fundraising events. If they do so, it is likely that they
may be able to attract additional customers who purchase products related to
causes.
● “Have you purchased a product related to a cause within the last year?” and “On a scale
of 1-10, please indicate your likeliness to go out of your way to purchase from a cause”
○ With a Chi-Square value of 11.07, these two variables are not associated.

● “Do you go to philanthropic/Fundraising events?” and “Please indicate which of the
following types of causes you’re most likely to purchase apparel from?”
○ This cross-tabulation yielded no association on all kinds of cause apparel. All
Chi-Square values were well above .05, however it’s worth noting that the
‘Educational’ apparel Chi-Square had the least value, indicating that it may be
more associated than others.
● The In-Depth Interview revealed a lot about how philanthropic causes influence
consumer purchasing behavior. One respondent indicated that the product itself was the
most important aspect of his decision of whether or not to purchase a product. The cause
was a ‘secondary’ factor that was less important. Additionally, the respondent indicated
that the trustworthiness and transparency of the cause that is being marketed is something
really important to him. If a company is very transparent with how much of the proceeds
go towards a cause, and if the cause is a transparent one, then to him, this is trustworthy.
● He also mentioned that, if a cause means a lot to him, then he would buy a product for the
sole purpose of supporting that cause. But this is only true in cases where he feels
strongly about the cause he is supporting. Otherwise, the cause is simply a secondary
aspect that he doesn’t factor in too much during purchasing decisions.
● The relative frequencies of the types of causes people are most likely to purchase apparel
from are interesting. The most popular type of cause for apparel is health. A close second
is Animals rights, and Environment is third. BowTie Cause can benefit from this insight
by focusing on the causes that people are most likely to purchase from, such as health and
education.
● A more nuanced view of the aforementioned frequencies are the rankings of the causes in
relation to one another. For example, health related causes are ranked first 28.8% of the
time, ranked second 14% of the time, and ranked third 19% of the time. It can be
concluded that health related causes are most frequently either first priority or third
priority. Similarly, Education was only listed as the top cause for cause related purchases
only 7% of the time. It was ranked number two, however, 37% of the time. This means
that although education is not a top priority for most respondents, it is a close second for
many. If BowTie Cause was to focus on only two causes for cause-related products, this
study would suggest that they should choose two: Health-related causes and Education-
related causes.
“I think people are a lot more savvy now about where they’re putting their money and
companies that are not-for-profit and bigger companies know that so they have to make it
very appealing and market it in a way that really spells things out for the consumer so
that they don’t feel that they’re being ripped off.” This response shows how important it
is to establish credibility as a philanthropic cause. Otherwise, people may be reluctant to
donate to the cause.
Research geographical locations where there is higher demand for cause

related products.
Frequencies:
 22.2% of respondents rated their likeliness to ‘go out of their way’ to purchase a cause
related product as an 8 on a 10 point scale. 17.5% rated 7. Overall, a total of 49.3% of
respondents rated their willingness to go out of their way to purchase a cause related
product a 7/10 and above.
o This means that most people are willing to take extra steps in order to purchase a
product for a worthy cause that they believe in. The cause in itself makes products
more attractive to consumers, and so they are willing to inconvenience themselves
to get it.
● There were no associated cross-tabulations that produced a Chi-Square value of .05 and
under.
● “On a scale from 1 to 10, please indicate your likeliness to go out of your way to
purchase from a company well-known for its social responsibility.” and “When you go to
philanthropic events, on average how far do you/are you willing to travel from your
home?”
○ The data was deemed significant through running the crosstabs on SPSS. The
initial assumption was that there might be a significantly high association between
consumers purchasing preference and their willingness to go to philanthropic
events. It was because people, who are likely to purchase cause-related products
rather than non-cause-related products, would be more interested in the
philanthropic events. However, the data showed that the association between
consumers purchasing decisions and their geographical location was quite low.
Even if people are willing to purchase philanthropic products, they are less likely
to travel to go to philanthropic events.
he would be willing to travel 10-15 minutes out of his way in order to purchase a product
that supports a cause that he likes.
To find out the influence celebrity endorsements have on consumer purchase
behavior.
Frequencies:
● 38.2% of the respondents said that watching the BowTie Cause Video made them want to
learn more about BowTie Cause.
● 27.6% of respondents ranked athletes as either the first or second most influential type of
organizational celebrity endorser.

● “To what extent do you agree with the following statements? This video (BowTie Cause
at SuperBowl XLVII) made me motivated… - to learn more about BowTie Cause” and
“Please rank the following groups of people in terms of who you think is most influential
when endorsing an organization and what they stand for. - Reality TV Stars and Hosts”
○ This cross-tabulation was deemed significant because it had a Chi-Square
association of .010. This data will provide useful insights into who BowTie Cause
should use to endorse their products to get viewers to want to learn more about
the organization. Of the people that ranked Reality TV Stars and Hosts as the
most influential, 34.1% of them either agreed or strongly agreed that that video
made them want to learn more about BowTie Cause.
● “To what extent do you agree with the following statements? This video (BowTie Cause
at SuperBowl XLVII) made me motivated… - to become more open to the idea of
wearing a bow tie” and “Please rank the following groups of people in terms of who you
think is most influential when endorsing an organization and what they stand for. -
Athletes”
○ This cross-tabulation resulted in a Chi-Square value of .138. Although this is
above .05, it can still provide useful insights for the client. BowTie Cause used a
combination of athletes and reality TV stars and hosts for their video, with an
emphasis on athletes. It seems that their video motivates the viewer to be more
open to the idea of wearing a bow tie. But, according to the cross-tabulation
results, it may be beneficial to put more focus on using endorsements from
Reality TV Stars and Hosts like the ones in the video: Adam Richman, Andrew
Zimmern, Guy Fieri, etc. Celebrity endorsements such as these seem to have
impacted the viewer far more than that of professional athletes.
the specific celebrity or type of celebrity endorsing a product related to a cause does not
make a difference, but he has “to believe in them as a person and know that they are
genuine” in order to be influenced by their endorsement.7
7 See Appendix page 111

Works Cited
Bonetto, Lauren. Executive Summary. Rep. N.p.: Mintel Group, 2014. Print.
Bonetto, Lauren. Infographic Overview. Rep. N.p.: Mintel Group, 2014. Print.
Churchill, Gilbert A., Jr., and Tom J. Brown. Basic Marketing Research. 6th ed. Ohio: Thomson
South-Western, 2007. Print.
O'Donnell, Fiona. Cause Marketing. Rep. N.p.: Mintel Group, 2011. Print.
Social Media and Retailing. Rep. no. ML00017-019. London: MarketLine, 2014. Print.

Appendix
Survey
The primary goal of this survey is to better understand the underlying reasons that influence
consumers to purchase products related to a cause. The data collected will be used solely for
research purposes and will be kept private.
Please answer as truthfully as possible. We appreciate your participation. As a thank you for
your time we are offering a 10% off coupon code for BowTieCause.com at the end of our
survey.
Thank you!
1.) Have you purchased products related to a cause within the last year? (e.g. Livestrong bracelet,
breast cancer awareness t-shirt, GO Green recyclable tote bag)
 Yes (1)
 No (2)
If Yes Is Selected, Then Skip To On a scale from 1 to 10, please indic...
2.) Please select the following reasons as to why you have not purchased from a cause. Select all
that apply:
 Unaffordable (1)
 Inconvenient (2)
 Uninterested (3)
 Other (4) ____________________

3.) On a scale from 1 to 10, please indicate your likeliness to go out of your way to purchase
from a company well-known for its social responsibility. (e.g. Whole Foods, Starbucks,
Chipotle)
4.) How many cause related products do you own? (e.g. Livestrong bracelet, breast cancer
awareness t-shirt, GO Green recyclable tote bag)
5.) Which kind of apparel are you more likely to purchase for a cause?
(e.g. Marriage Equality, ALS Association, Stand up to Cancer)
Very
Unlikely (1)
Unlikely (2) Undecided
(3)
Likely (4) Very Likely
(5)
Necklace (1)     
Tie (2)     
Scarf (3)     
Bow tie (4)     
Shirt (5)     
Sweatshirt (6)     

6.) Where are you more likely to purchase the previously mentioned apparel?
 Online (1)
 In Store (2)
 Fundraising Event (3)
7.) Do you go to Philanthropic/Fundraising events?
 Yes (1)
 No (2)
If No Is Selected, Then Skip To End of Block
8.) When you go to philanthropic events, on average how far do you/are you willing to travel
from your home?
 0-5 miles (17)
 6-10 miles (18)
 11-15 miles (19)
 16-20 miles (20)
 20+ miles (21)

9.) Please order the following social media sites according to the frequency in which you use
them.
1 being the most frequent and 5 being the least frequent. (Drag and drop)
______ Facebook (1)
______ Twitter (2)
______ Instagram (3)
______ Pinterest (5)
______ YouTube (6)
10.) If you saw someone promoting a brand on the following social media sites, how likely or
unlikely are you to investigate the brand further?
Very
Unlikely (1)
Unlikely (2) Neither (3) Likely (7) Very Likely
(4)
Blogs (1)     
Twitter (2)     
Facebook (4)     
Email (5)     
Youtube (6)     
Pinterest (3)     
Instagram (7)     
Google + (8)     
11.) In the last 6 months, how many times have you purchased a product and/or service after
______ Facebook (1)
______ Twitter (2)
______ Blogs (3)
______ Pinterest (4)
______ Other (5)
12.) Please rank the following in order of importance when purchasing a product that supports a
cause.
1 being the most important and 4 being the least important. (Drag and Drop)
______ How much of the proceeds go to the cause (1)
______ The type of cause being supported (2)
______ Reputation of the company supporting the cause (3)
______ Influence by friends (6)
13.) Please watch this short video.

To what extent do you agree with the following statements? This video made me motivated...
Strongly
Disagree (1)
Disagree (2) Neither Agree
nor Disagree
(3)
Agree (4) Strongly
Agree (5)
to purchase a
bow tie (1)
    
to learn more
about
BowTie
Cause (2)
    
to become
more open to
the idea of
wearing a
bow tie (3)
    
to want to
purchase
directly from
BowTie
Cause (4)
    

14.) Please rank the following groups of people in terms of who you think is most influential
when endorsing an organization and what they stand for. 1 being the most influential and 6 being
the least influential.
______ Althetes (1)
______ Business Leaders (2)
______ Politicians (3)
______ Actors (4)
______ Singers (5)
______ Reality TV Stars and Hosts (6)
15.) Please indicate which of the following types of causes you are more likely to purchase
apparel from. 1 being the most likely and 6 being the least likely.
______ Health (1)
______ Education (2)
______ Animal rights (3)
______ Environment (4)
______ Arts, culture, and humanities (5)
______ International (6)
16.) Please indicate your gender:
17.) What year were you born in?
18.) Please enter your zip code.
Thank you again! For 10% off at BowTieCause please enter “thankyou” at checkout. Please
note, this code is only available until December 24, 2014.
If you would like any information regarding BowTie Cause, please enter your information
below.

First Name (4)
Last Name (5)
Email (6)

Frequencies
Statistics
Have you purchased
products related to a
cause within the last
year? (e.g.
Livestrong bracelet,
b...
Please select the
following reasons as
to why you have not
purchased from a
cause. Select all
tha...-Unaffordable
Please select the
to why you have not
purchased from a
cause. Select all
tha...-Inconvenient
Please select the
to why you have not
purchased from a
cause. Select all
tha...-Uninterested
Please select the
to why you have not
purchased from a
cause. Select all
tha...-Other
N Valid 87 89 89 89 89
Missing 2 0 0 0 0
Mean 1.46 1.93 1.93 1.76 1.89
Median 1.00 2.00 2.00 2.00 2.00
Mode 1 2 2 2 2
Statistics
On a scale from 1 to
10, please indicate
your likeliness to go
out of your way to
purchase from a...-
How many cause
related products do
you own? (e.g.
Livestrong bracelet,
breast cancer
awareness t-...-
Which kind of
apparel are you more
likely to purchase for
a cause? (e.g.
Marriage Equality,
A...-Necklace
Which kind of
a cause? (e.g.
Marriage Equality,
A...-Tie
Which kind of
a cause? (e.g.
Marriage Equality,
A...-Scarf
N Valid 63 66 76 74 77
Missing 26 23 13 15 12
Mean 6.0635 5.4394 2.71 1.72 2.49
Median 6.0000 5.0000 3.00 1.00 2.00
Mode 8.00 5.00 1a
1 1
Statistics
Which kind of
a cause? (e.g.
Marriage Equality,
A...-Bow tie
Which kind of
a cause? (e.g.
Marriage Equality,
A...-Shirt
Which kind of
a cause? (e.g.
Marriage Equality,
A...-Sweatshirt
Where are you more
likely to purchase the
previously
mentioned apparel?
Do you go to
Philanthropic/Fundra
ising events?
N Valid 75 77 75 78 79
Missing 14 12 14 11 10
Mean 1.73 3.57 3.44 2.28 1.37
Median 1.00 4.00 4.00 2.50 1.00
Mode 1 4 4 3 1
Statistics
When you go to
philanthropic events,
on average how far
do you/are you
willing to travel from
you...
Please order the
following social
media sites
according to the
frequency in which
you use them. ...-
Facebook
Please order the
following social
media sites
according to the
frequency in which
you use them. ...-
Twitter
Please order the
following social
media sites
according to the
frequency in which
you use them. ...-
Instagram
Please order the
following social
media sites
according to the
frequency in which
you use them. ...-
Pinterest
N Valid 50 76 76 76 76
Missing 39 13 13 13 13
Mean 18.88 1.3026 3.4737 2.9474 4.1711
Median 18.00 1.0000 4.0000 3.0000 5.0000
Mode 18 1.00 4.00 2.00 5.00
Statistics

Please order the
following social
media sites
according to the
frequency in which
you use them. ...-
YouTube
If you saw someone
promoting a brand on
the following social
media sites, how
likely or unlikely...-
Blogs
If you saw someone
media sites, how
Twitter
If you saw someone
media sites, how
Pinterest
If you saw someone
promoting a brand
on the following
social media sites,
how likely or
unlikely...-Facebook
N Valid 76 76 76 76 77
Missing 13 13 13 13 12
Mean 3.1053 2.67 2.46 2.34 3.58
Median 3.0000 3.00 2.00 2.00 4.00
Mode 3.00 1a
1 1 4
Statistics
If you saw someone
promoting a brand
on the following
social media sites,
how likely or
unlikely...-Email
If you saw someone
media sites, how
Youtube
If you saw someone
media sites, how
Instagram
If you saw someone
media sites, how
Google +
In the last 6 months,
how many times
have you purchased
a product and/or
service after seeing
it...-Facebook
N Valid 77 76 75 75 78
Missing 12 13 14 14 11
Mean 2.83 3.01 2.77 2.11 .8462
Median 3.00 3.00 3.00 2.00 .0000
Mode 4 4 4 1 .00
Statistics
how many times
have you purchased
a product and/or
it...-Twitter
how many times
have you purchased a
product and/or
it...-Blogs
how many times
product and/or
it...-Pinterest
how many times
product and/or
it...-Other
Please rank the
following in order of
importance when
purchasing a product
that supports a
cause....-How much
of the proceeds go to
the cause
N Valid 78 78 78 78 70
Missing 11 11 11 11 19
Mean .1538 .3846 .2436 .1410 2.2429
Median .0000 .0000 .0000 .0000 2.0000
Mode .00 .00 .00 .00 2.00
Statistics
Please rank the
importance when
that supports a
cause....-The type of
cause being
supported
Please rank the
importance when
that supports a
cause....-Reputation
of the company
supporting the cause
Please rank the
importance when
that supports a
cause....-Influence by
friends
Please watch this
short video. To
what extent do you
agree with the
following
statements? T...-to
purchase a bow tie
Please watch this
short video. To
what extent do you
agree with the
following
statements? T...-to
learn more about
BowTie Cause
N Valid 70 70 70 56 56
Missing 19 19 19 33 33
Mean 1.7571 2.7286 3.2714 2.82 3.73
Median 1.0000 3.0000 4.0000 3.00 4.00
Mode 1.00 3.00 4.00 3 4
Statistics

Please watch this
short video. To
what extent do you
agree with the
following
statements? T...-to
become more open
to the idea of
wearing a bow tie
Please watch this
short video. To
what extent do you
agree with the
following
statements? T...-to
want to purchase
directly from
BowTie Cause
Please rank the
following groups of
people in terms of
who you think is
most influential
when en...-Althetes
Please rank the
following groups of
people in terms of
who you think is
most influential
when en...-Business
Leaders
Please rank the
following groups of
people in terms of
who you think is
most influential
when en...-
Politicians
N Valid 56 56 51 53 54
Missing 33 33 38 36 35
Mean 2.89 2.93 3.0588 3.3208 3.7963
Median 3.00 3.00 3.0000 3.0000 4.0000
Mode 3a
3 2.00 5.00 6.00
Statistics
Please rank the
following groups of
people in terms of
who you think is
most influential
when en...-Actors
Please rank the
following groups of
people in terms of
who you think is
most influential
when en...-Singers
Please rank the
following groups of
people in terms of
who you think is
most influential
when en...-Reality
TV Stars and Hosts
Please indicate
which of the
following types of
causes you are more
likely to purchase
apparel fr...-Health
Please indicate
which of the
following types of
causes you are more
likely to purchase
apparel fr...-
Education
N Valid 51 55 55 52 54
Missing 38 34 34 37 35
Mean 3.1765 3.6182 3.9818 3.0577 3.3148
Median 3.0000 3.0000 4.0000 3.0000 3.0000
Mode 1.00a
5.00 6.00 1.00 2.00
Statistics
Please indicate
which of the
following types of
causes you are more
likely to purchase
apparel fr...-Animal
rights
Please indicate
which of the
following types of
causes you are more
likely to purchase
apparel fr...-
Environment
Please indicate
which of the
following types of
causes you are more
likely to purchase
apparel fr...-Arts,
culture, and
humanities
Please indicate
which of the
following types of
causes you are more
likely to purchase
apparel fr...-
International
Please indicate your
gender:
N Valid 53 55 54 55 58
Missing
36 34 35 34 31
Mean 3.3208 3.6909 4.0556 3.6182 1.55
Median 3.0000 4.0000 4.5000 3.0000 2.00
Mode 1.00 4.00a
5.00 6.00 2
a. Multiple modes exist. The smallest value is shown

Frequency Table
Have you purchased products related to a cause within the last year? (e.g. Livestrong bracelet, b...
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 47 52.8 54.0 54.0
No 40 44.9 46.0 100.0
Total 87 97.8 100.0
Missing System 2 2.2
Total 89 100.0
Please select the following reasons as to why you have not purchased from a cause. Select all tha...-Unaffordable
Valid Yes 6 6.7 6.7 6.7
No 83 93.3 93.3 100.0
Total 89 100.0 100.0
Please select the following reasons as to why you have not purchased from a cause. Select all tha...-Inconvenient
Valid Yes 6 6.7 6.7 6.7
No 83 93.3 93.3 100.0
Total 89 100.0 100.0
Please select the following reasons as to why you have not purchased from a cause. Select all tha...-Uninterested
Valid Yes 21 23.6 23.6 23.6
No 68 76.4 76.4 100.0
Total 89 100.0 100.0
Please select the following reasons as to why you have not purchased from a cause. Select all tha...-Other
Valid Yes 10 11.2 11.2 11.2
No 79 88.8 88.8 100.0
Total 89 100.0 100.0

On a scale from 1 to 10, please indicate your likeliness to go out of your way to purchase from a...-
Valid .00 1 1.1 1.6 1.6
1 1 1.1 1.6 3.2
2 1 1.1 1.6 4.8
3 8 9.0 12.7 17.5
4 4 4.5 6.3 23.8
5 9 10.1 14.3 38.1
6 8 9.0 12.7 50.8
7 11 12.4 17.5 68.3
8 14 15.7 22.2 90.5
9 3 3.4 4.8 95.2
10 3 3.4 4.8 100.0
Total 63 70.8 100.0
Total 89 100.0
How many cause related products do you own? (e.g. Livestrong bracelet, breast cancer awareness t-...-
Valid 1.00 4 4.5 6.1 6.1
2.00 11 12.4 16.7 22.7
3.00 6 6.7 9.1 31.8
4.00 9 10.1 13.6 45.5
5.00 17 19.1 25.8 71.2
6.00 1 1.1 1.5 72.7
7.00 4 4.5 6.1 78.8
8.00 1 1.1 1.5 80.3
10.00 4 4.5 6.1 86.4
11.00 3 3.4 4.5 90.9
12.00 3 3.4 4.5 95.5
13.00 1 1.1 1.5 97.0
15.00 2 2.2 3.0 100.0
Total 66 74.2 100.0
Total 89 100.0

Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Necklace
Valid Very Unlikely 22 24.7 28.9 28.9
Unlikely 14 15.7 18.4 47.4
Undecided 11 12.4 14.5 61.8
Likely 22 24.7 28.9 90.8
Very Likely 7 7.9 9.2 100.0
Total 76 85.4 100.0
Total 89 100.0
Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Tie
Unlikely 19 21.3 25.7 82.4
Undecided 5 5.6 6.8 89.2
Likely 8 9.0 10.8 100.0
Total 74 83.1 100.0
Total 89 100.0
Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Scarf
Unlikely 17 19.1 22.1 53.2
Undecided 14 15.7 18.2 71.4
Likely 18 20.2 23.4 94.8
Very Likely 4 4.5 5.2 100.0
Total 77 86.5 100.0
Total 89 100.0
Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Bow tie
Unlikely 19 21.3 25.3 81.3
Undecided 6 6.7 8.0 89.3
Likely 8 9.0 10.7 100.0
Total 75 84.3 100.0
Total 89 100.0

Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Shirt
Unlikely 8 9.0 10.4 22.1
Undecided 8 9.0 10.4 32.5
Likely 34 38.2 44.2 76.6
Very Likely 18 20.2 23.4 100.0
Total 77 86.5 100.0
Total 89 100.0
Which kind of apparel are you more likely to purchase for a cause? (e.g. Marriage Equality, A...-Sweatshirt
Unlikely 4 4.5 5.3 20.0
Undecided 13 14.6 17.3 37.3
Likely 35 39.3 46.7 84.0
Very Likely 12 13.5 16.0 100.0
Total 75 84.3 100.0
Total 89 100.0
Where are you more likely to purchase the previously mentioned apparel?
Valid Online 17 19.1 21.8 21.8
In Store 22 24.7 28.2 50.0
Fundraising Event 39 43.8 50.0 100.0
Total 78 87.6 100.0
Total 89 100.0
Do you go to Philanthropic/Fundraising events?
Valid Yes 50 56.2 63.3 63.3
No 29 32.6 36.7 100.0
Total 79 88.8 100.0
Total 89 100.0

When you go to philanthropic events, on average how far do you/are you willing to travel from you...
Valid 17 6 6.7 12.0 12.0
18 20 22.5 40.0 52.0
19 8 9.0 16.0 68.0
20 6 6.7 12.0 80.0
21 10 11.2 20.0 100.0
Total 50 56.2 100.0
Total 89 100.0
Please order the following social media sites according to the frequency in which you use them. ...-Facebook
Valid 1 61 68.5 80.3 80.3
2 9 10.1 11.8 92.1
3 4 4.5 5.3 97.4
4 2 2.2 2.6 100.0
Total 76 85.4 100.0
Total 89 100.0
Please order the following social media sites according to the frequency in which you use them. ...-Twitter
Valid 1 5 5.6 6.6 6.6
2 14 15.7 18.4 25.0
3 14 15.7 18.4 43.4
4 26 29.2 34.2 77.6
5 17 19.1 22.4 100.0
Total 76 85.4 100.0
Total 89 100.0
Please order the following social media sites according to the frequency in which you use them. ...-Instagram
Valid 1 5 5.6 6.6 6.6
2 27 30.3 35.5 42.1
3 19 21.3 25.0 67.1
4 17 19.1 22.4 89.5
5 8 9.0 10.5 100.0
Total 76 85.4 100.0
Total 89 100.0

Please order the following social media sites according to the frequency in which you use them. ...-Pinterest
Valid 1 1 1.1 1.3 1.3
2 6 6.7 7.9 9.2
3 12 13.5 15.8 25.0
4 17 19.1 22.4 47.4
5 40 44.9 52.6 100.0
Total 76 85.4 100.0
Total 89 100.0
Please order the following social media sites according to the frequency in which you use them. ...-YouTube
Valid 1 4 4.5 5.3 5.3
2 20 22.5 26.3 31.6
3 27 30.3 35.5 67.1
4 14 15.7 18.4 85.5
5 11 12.4 14.5 100.0
Total 76 85.4 100.0
Total 89 100.0
If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Blogs
Unlikely 11 12.4 14.5 46.1
Neither 12 13.5 15.8 61.8
Likely 24 27.0 31.6 93.4
Very Likely 5 5.6 6.6 100.0
Total 76 85.4 100.0
Total 89 100.0
If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Twitter
Unlikely 14 15.7 18.4 55.3
Neither 8 9.0 10.5 65.8
Likely 23 25.8 30.3 96.1
Very Likely 3 3.4 3.9 100.0
Total 76 85.4 100.0
Total 89 100.0

If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Pinterest
Unlikely 16 18.0 21.1 56.6
Neither 16 18.0 21.1 77.6
Likely 14 15.7 18.4 96.1
Very Likely 3 3.4 3.9 100.0
Total 76 85.4 100.0
Total 89 100.0
If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Facebook
Unlikely 6 6.7 7.8 18.2
Neither 6 6.7 7.8 26.0
Likely 47 52.8 61.0 87.0
Very Likely 10 11.2 13.0 100.0
Total 77 86.5 100.0
Total 89 100.0
If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Email
Unlikely 19 21.3 24.7 44.2
Neither 13 14.6 16.9 61.0
Likely 24 27.0 31.2 92.2
Very Likely 6 6.7 7.8 100.0
Total 77 86.5 100.0
Total 89 100.0
If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Youtube
Unlikely 15 16.9 19.7 34.2
Neither 20 22.5 26.3 60.5
Likely 22 24.7 28.9 89.5
Very Likely 8 9.0 10.5 100.0
Total 76 85.4 100.0
Total 89 100.0

If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Instagram
Unlikely 10 11.2 13.3 42.7
Neither 12 13.5 16.0 58.7
Likely 25 28.1 33.3 92.0
Very Likely 6 6.7 8.0 100.0
Total 75 84.3 100.0
Total 89 100.0
If you saw someone promoting a brand on the following social media sites, how likely or unlikely...-Google +
Unlikely 12 13.5 16.0 61.3
Neither 19 21.3 25.3 86.7
Likely 7 7.9 9.3 96.0
Very Likely 3 3.4 4.0 100.0
Total 75 84.3 100.0
Total 89 100.0
In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Facebook
Valid .00 53 59.6 67.9 67.9
1 12 13.5 15.4 83.3
2 7 7.9 9.0 92.3
3 2 2.2 2.6 94.9
5 1 1.1 1.3 96.2
7 1 1.1 1.3 97.4
10 1 1.1 1.3 98.7
12 1 1.1 1.3 100.0
Total 78 87.6 100.0
Total 89 100.0
In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Twitter
Valid .00 74 83.1 94.9 94.9
2 2 2.2 2.6 97.4
3 1 1.1 1.3 98.7
5 1 1.1 1.3 100.0
Total 78 87.6 100.0
Total 89 100.0

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Blogs
Valid .00 68 76.4 87.2 87.2
1 2 2.2 2.6 89.7
2 4 4.5 5.1 94.9
4 1 1.1 1.3 96.2
5 2 2.2 2.6 98.7
6 1 1.1 1.3 100.0
Total 78 87.6 100.0
Total 89 100.0
In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Pinterest
Valid .00 71 79.8 91.0 91.0
1 1 1.1 1.3 92.3
2 1 1.1 1.3 93.6
3 4 4.5 5.1 98.7
4 1 1.1 1.3 100.0
Total 78 87.6 100.0
Total 89 100.0
In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Other
Valid .00 73 82.0 93.6 93.6
1 2 2.2 2.6 96.2
2 1 1.1 1.3 97.4
3 1 1.1 1.3 98.7
4 1 1.1 1.3 100.0
Total 78 87.6 100.0
Total 89 100.0
Please rank the following in order of importance when purchasing a product that supports a cause....-How much of the proceeds go to the cause
Valid 1 16 18.0 22.9 22.9
2 30 33.7 42.9 65.7
3 15 16.9 21.4 87.1
4 9 10.1 12.9 100.0
Total 70 78.7 100.0
Total 89 100.0

Please rank the following in order of importance when purchasing a product that supports a cause....-The type of cause being supported
Valid 1 37 41.6 52.9 52.9
2 19 21.3 27.1 80.0
3 8 9.0 11.4 91.4
4 6 6.7 8.6 100.0
Total 70 78.7 100.0
Total 89 100.0
Please rank the following in order of importance when purchasing a product that supports a cause....-Reputation of the company supporting the cause
Valid 1 8 9.0 11.4 11.4
2 17 19.1 24.3 35.7
3 31 34.8 44.3 80.0
4 14 15.7 20.0 100.0
Total 70 78.7 100.0
Total 89 100.0
Please rank the following in order of importance when purchasing a product that supports a cause....-Influence by friends
Valid 1 9 10.1 12.9 12.9
2 4 4.5 5.7 18.6
3 16 18.0 22.9 41.4
4 41 46.1 58.6 100.0
Total 70 78.7 100.0
Total 89 100.0
Please watch this short video. To what extent do you agree with the following statements? T...-to purchase a bow tie
Valid Strongly Disagree 10 11.2 17.9 17.9
Disagree 10 11.2 17.9 35.7
Neither Agree nor Disagree 19 21.3 33.9 69.6
Agree 14 15.7 25.0 94.6
Strongly Agree 3 3.4 5.4 100.0
Total 56 62.9 100.0
Total 89 100.0

Please watch this short video. To what extent do you agree with the following statements? T...-to learn more about BowTie Cause
Disagree 3 3.4 5.4 10.7
Agree 34 38.2 60.7 85.7
Total 56 62.9 100.0
Total 89 100.0
Please watch this short video. To what extent do you agree with the following statements? T...-to become more open to the idea of
wearing a bow tie
Disagree 10 11.2 17.9 35.7
Agree 16 18.0 28.6 92.9
Total 56 62.9 100.0
Total 89 100.0
Please watch this short video. To what extent do you agree with the following statements? T...-to want to purchase directly from
BowTie Cause
Disagree 10 11.2 17.9 30.4
Agree 8 9.0 14.3 89.3
Total 56 62.9 100.0
Total 89 100.0
Please rank the following groups of people in terms of who you think is most influential when en...-Althetes
Valid 1 12 13.5 23.5 23.5
2 13 14.6 25.5 49.0
3 6 6.7 11.8 60.8
4 7 7.9 13.7 74.5
5 6 6.7 11.8 86.3
6 7 7.9 13.7 100.0
Total 51 57.3 100.0
Total 89 100.0

Please rank the following groups of people in terms of who you think is most influential when en...-Business Leaders
Valid 1 10 11.2 18.9 18.9
2 9 10.1 17.0 35.8
3 10 11.2 18.9 54.7
4 7 7.9 13.2 67.9
5 12 13.5 22.6 90.6
6 5 5.6 9.4 100.0
Total 53 59.6 100.0
Total 89 100.0
Please rank the following groups of people in terms of who you think is most influential when en...-Politicians
Valid 1 7 7.9 13.0 13.0
2 8 9.0 14.8 27.8
3 9 10.1 16.7 44.4
4 10 11.2 18.5 63.0
5 5 5.6 9.3 72.2
6 15 16.9 27.8 100.0
Total 54 60.7 100.0
Total 89 100.0
Please rank the following groups of people in terms of who you think is most influential when en...-Actors
Valid 1 10 11.2 19.6 19.6
2 10 11.2 19.6 39.2
3 9 10.1 17.6 56.9
4 10 11.2 19.6 76.5
5 7 7.9 13.7 90.2
6 5 5.6 9.8 100.0
Total 51 57.3 100.0
Total 89 100.0
Please rank the following groups of people in terms of who you think is most influential when en...-Singers
Valid 1 4 4.5 7.3 7.3
2 9 10.1 16.4 23.6
3 15 16.9 27.3 50.9
4 7 7.9 12.7 63.6
5 16 18.0 29.1 92.7
6 4 4.5 7.3 100.0
Total 55 61.8 100.0
Total 89 100.0

Please rank the following groups of people in terms of who you think is most influential when en...-Reality TV Stars and Hosts
Valid 1 8 9.0 14.5 14.5
2 7 7.9 12.7 27.3
3 5 5.6 9.1 36.4
4 10 11.2 18.2 54.5
5 8 9.0 14.5 69.1
6 17 19.1 30.9 100.0
Total 55 61.8 100.0
Total 89 100.0
Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Health
Valid 1 15 16.9 28.8 28.8
2 7 7.9 13.5 42.3
3 10 11.2 19.2 61.5
4 7 7.9 13.5 75.0
5 6 6.7 11.5 86.5
6 7 7.9 13.5 100.0
Total 52 58.4 100.0
Total 89 100.0
Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Education
Valid 1 4 4.5 7.4 7.4
2 17 19.1 31.5 38.9
3 11 12.4 20.4 59.3
4 8 9.0 14.8 74.1
5 8 9.0 14.8 88.9
6 6 6.7 11.1 100.0
Total 54 60.7 100.0
Total 89 100.0

Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Animal rights
Valid 1 12 13.5 22.6 22.6
2 5 5.6 9.4 32.1
3 11 12.4 20.8 52.8
4 11 12.4 20.8 73.6
5 7 7.9 13.2 86.8
6 7 7.9 13.2 100.0
Total 53 59.6 100.0
Total 89 100.0
Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Environment
Valid 1 9 10.1 16.4 16.4
2 7 7.9 12.7 29.1
3 4 4.5 7.3 36.4
4 14 15.7 25.5 61.8
5 14 15.7 25.5 87.3
6 7 7.9 12.7 100.0
Total 55 61.8 100.0
Total 89 100.0
Please indicate which of the following types of causes you are more likely to purchase apparel fr...-Arts, culture, and humanities
Valid 1 4 4.5 7.4 7.4
2 9 10.1 16.7 24.1
3 6 6.7 11.1 35.2
4 8 9.0 14.8 50.0
5 15 16.9 27.8 77.8
6 12 13.5 22.2 100.0
Total 54 60.7 100.0
Total 89 100.0
Please indicate which of the following types of causes you are more likely to purchase apparel fr...-International
Valid 1 10 11.2 18.2 18.2
2 9 10.1 16.4 34.5
3 9 10.1 16.4 50.9
4 7 7.9 12.7 63.6
5 4 4.5 7.3 70.9
6 16 18.0 29.1 100.0
Total 55 61.8 100.0
Total 89 100.0

Please indicate your gender:
Valid Male 26 29.2 44.8 44.8
Female 32 36.0 55.2 100.0
Total 58 65.2 100.0
Total 89 100.0

Frequency Charts

Other Question Responses
2. Please select the following reasons as to why you have not purchased from a cause. Select all
that apply:
Other:
 IM only 12
 Have donated to causes in other ways
 Didn't think to
 Haven't come across anything
 Not easily available or advertised
 Not as easily available
11. In the last 6 months, how many times have you purchased a product and/or service after
Other:
 YouTube
 Instagram
 TV Show, Friends
 Instagram

Demographic/Geographical Data
Ages of Respondents
26.55357 Mean
22 Median
21 Mode

Cross-tabulations
Crosstabs
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
In the last 6 months, how many times
have you purchased a product and/or
service after seeing it...-Twitter * Please
order the following social media sites
according to the frequency in which you
use them. ...-Twitter
76 85.4% 13 14.6% 89 100.0%
In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Twitter * Please order the following
social media sites according to the frequency in which you use them. ...-Twitter Crosstabulation

Please order the following social media sites
according to the frequency in which you use
them. ...-Twitter
1 2
service after seeing it...-Twitter
.00 Count 2 13
% within Please order the following
social media sites according to the
frequency in which you use them. ...-
Twitter 40.0% 92.9%
2 Count
1 1
Twitter 20.0% 7.1%
3 Count
1 0
Twitter 20.0% 0.0%
5 Count
1 0
Twitter
20.0% 0.0%
Total Count 5 14
Twitter 100.0% 100.0%

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Twitter * Please order the following
social media sites according to the frequency in which you use them. ...-Twitter Crosstabulation
them. ...-Twitter
3 4
service after seeing it...-Twitter
.00 Count 14 26
Twitter 100.0% 100.0%
2 Count
0 0
Twitter 0.0% 0.0%
3 Count
0 0
Twitter 0.0% 0.0%
5 Count
0 0
Twitter 0.0% 0.0%
Total Count
14 26
Twitter
100.0% 100.0%

In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Twitter * Please order the following social
media sites according to the frequency in which you use them. ...-Twitter Crosstabulation
Please order the
following social media
sites according to the
frequency in which you
use them. ...-Twitter
Total5
In the last 6 months, how many times have
you purchased a product and/or service
after seeing it...-Twitter
.00 Count 17 72
% within Please order the following social
media sites according to the frequency in
which you use them. ...-Twitter
100.0% 94.7%
2 Count
0 2
0.0% 2.6%
3 Count
0 1
0.0% 1.3%
5 Count
0 1
0.0% 1.3%
Total Count 17 76
100.0% 100.0%
Chi-Square Tests

Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 38.467a
12 .000
Likelihood Ratio 19.132 12 .085
Linear-by-Linear Association 12.918 1 .000
N of Valid Cases 76
a. 16 cells (80.0%) have expected count less than 5. The minimum expected count is .07.
Crosstabs
Cases
Valid Missing Total
In the last 6 months, how many
times have you purchased a product
and/or service after seeing it...-
Pinterest * Please order the
following social media sites
according to the frequency in which
you use them. ...-Pinterest
76 85.4% 13 14.6% 89 100.0%
In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Pinterest * Please order the
following social media sites according to the frequency in which you use them. ...-Pinterest Crosstabulation

them. ...-Pinterest
1 2
service after seeing it...-Pinterest
.00 Count 0 3
Pinterest
0.0% 50.0%
1 Count 0 0
Pinterest
0.0% 0.0%
2 Count 0 1
Pinterest
0.0% 16.7%
3 Count 1 2
Pinterest
100.0% 33.3%
4 Count 0 0
Pinterest
0.0% 0.0%
Total Count 1 6
Pinterest 100.0% 100.0%

them. ...-Pinterest
3 4
.00 Count 10 16
Pinterest
83.3% 94.1%
1 Count 0 1
Pinterest
0.0% 5.9%
2 Count 0 0
Pinterest
0.0% 0.0%
3 Count 1 0
Pinterest
8.3% 0.0%
4 Count 1 0
Pinterest
8.3% 0.0%
Total Count 12 17
Pinterest
100.0% 100.0%

Please order the
use them. ...-Pinterest
Total5
.00 Count 40 69
Pinterest
100.0% 90.8%
1 Count 0 1
Pinterest
0.0% 1.3%
2 Count 0 1
Pinterest
0.0% 1.3%
3 Count 0 4
Pinterest
0.0% 5.3%
4 Count 0 1
Pinterest
0.0% 1.3%
Total Count 40 76
Pinterest
100.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 52.196a
16 .000
Likelihood Ratio 29.545 16 .021
Linear-by-Linear Association 21.547 1 .000
N of Valid Cases 76
a. 21 cells (84.0%) have expected count less than 5. The minimum expected count is .01.

Crosstabs
Cases
Valid Missing Total
service after seeing it...-Facebook *
Please order the following social
media sites according to the frequency
in which you use them. ...-Facebook
76 85.4% 13 14.6% 89 100.0%
In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Facebook * Please order the
following social media sites according to the frequency in which you use them. ...-Facebook Crosstabulation

Please order the following social media sites according to the
frequency in which you use them. ...-Facebook
Total1 2 3 4
In the last 6 months, how
many times have you
purchased a product
and/or service after seeing
it...-Facebook
.00 Count 42 5 2 2 51
% within Please order the
use them. ...-Facebook
68.9% 55.6% 50.0% 100.0% 67.1%
1 Count 10 1 1 0 12
16.4% 11.1% 25.0% 0.0% 15.8%
2 Count 3 3 1 0 7
4.9% 33.3% 25.0% 0.0% 9.2%
3 Count 2 0 0 0 2
3.3% 0.0% 0.0% 0.0% 2.6%
5 Count 1 0 0 0 1
1.6% 0.0% 0.0% 0.0% 1.3%
7 Count 1 0 0 0 1
1.6% 0.0% 0.0% 0.0% 1.3%
10 Count 1 0 0 0 1
1.6% 0.0% 0.0% 0.0% 1.3%
12 Count 1 0 0 0 1
In the last 6 months, how many times have you purchased a product and/or service after seeing it...-Facebook * Please order the
following social media sites according to the frequency in which you use them. ...-Facebook Crosstabulation

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