市场营销中的包容性和企业社会责任

IF 1.2 Q4 BUSINESS
João M. S. Carvalho, Sónia Nogueira, N. Martins
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引用次数: 0

摘要

与其他国家相比,在一个种族多样性和冲突非常低的社区,包容性和企业社会责任(CSR)仍然需要更多的研究。本研究旨在运用前测后测控制组设计,分析大学生在市场营销教学中的包容性意识与社会责任意识。实验组(n = 138)和对照组(n = 140)在国籍、种族和年龄方面都是同质的。实验组接受了关于包容性产品、营销传播和企业社会责任的具体培训,从而可以测试他们的认知和培训的有效性。第一次试验表明,实验组的变化为8%,而对照组的变化为2.5%。第二次试验表明,实验组的变化为30.4%,注意到包容性的原因,而对照组的变化仅为6.4%。第三次实验发现,实验组出现了积极的演变,超过8.3%的学生选择了CSR公司,而对照组出现了消极的演变,为-5.6%。两组间差异无统计学意义,但两组间比较差异显著。这项研究的结果强调,这些同质人群在分析企业、产品或营销传播时不会考虑这些问题。然而,当人们接受特定的培训时,他们就会意识到,并根据预期改变自己的看法。因此,我们可以得出结论,包容性和企业社会责任教育应该成为学生培训的一部分,而与社会和人类环境的同质性无关。作者要感谢他们在葡萄牙大学的学生接受他们的学校测试用于设计和发表这篇论文。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Inclusivity and corporate social responsibility in marketing
Inclusivity and corporate social responsibility (CSR) in a community where ethnic diversity and conflict are very low compared to other countries still need to be researched more. This study aims to analyze university students’ awareness of inclusivity and CSR in marketing teaching using a pretest-posttest control group design. Both experimental (n = 138) and control (n = 140) groups are homogeneous regarding nationality, ethnicity, and age. The experimental group was subject to specific training on inclusive products, marketing communication, and CSR, which allowed testing of their perceptions and the training’s effectiveness. The first trial showed that the change in the experimental group was 8%, against 2.5% in the control group. The second trial demonstrated that the change in the experimental group was 30.4%, noting inclusive reasons, and, in the control group, only 6.4%. The third trial found a positive evolution in the experimental group, with more than 8.3% of students choosing the CSR company, and a negative evolution in the control group of –5.6%. These differences were not statistically significant within both groups but significant when comparing the two groups. The results of this study highlight that this homogeneous population does not think about those issues when analyzing businesses, products, or marketing communication. However, when people are submitted to specific training, they become aware and change their perceptions accordingly to what was expected. Thus, one concludes that education for inclusivity and CSR should be part of students’ training, independently of the homogeneity of the social and human environment. AcknowledgmentThe authors would like to thank their students at Universidade Portucalense for accepting that their school tests were used to design and publish this paper.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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