Leveraging Cause-Marketing as an Organizational Strategy: Exploring the Impact on Job Seekers—An Abstract

Abstract

Managers face increasing pressure to engage their firms in socially responsible behaviors such as cause marketing. As they seek to become more socially responsible for both philanthropic and economic reasons, their efforts are affecting not only consumers and society, but the employees who work for them and the potential employees they may attract. The majority of research on cause marketing, a type of marketing involving the cooperative efforts of a for-profit business and a nonprofit organization for mutual benefit, has focused on the impact on consumers; therefore, little is known about the effects of social initiatives on employees.