This article caught my eye today: https://knowledge.wharton.upenn.edu/article/how-to-increase-word-of-mouth-referrals/ because it attempts to quantify the relationship between brands and causes. Do we really purchase because we ultimately want to support “good” in this world?
Why are we compelled to focus our buying power with those with purpose over pure capitalism?
Lemme know your thoughts in the comments below.
Shouts out to:
Jaehwuen Jung Temple University - Fox School of Business and Management
Ravi Bapna University of Minnesota - Minneapolis Joseph Golden Collage.com
Tianshu Sun The University of Southern California - Marshall School of Business
Here's a link to the paper: https://papers.ssrn.com/sol3/papers.c...
Jung, Jaehwuen and Bapna, Ravi and Golden, Joseph and Sun, Tianshu, Words Matter! Towards Pro-Social Call-to-Action for Online Referral: Evidence from Two Field Experiments (May 23, 2019). Information Systems Research, Forthcoming; Fox School of Business Research Paper No. 18-032. Available at SSRN: https://ssrn.com/abstract=3177845 or http://dx.doi.org/10.2139/ssrn.3177845