Pro-Social Behavior Analysis through Online Social Marketing with Three-Dimensional Credibility Model
- https://doi.org/10.2991/isclo-15.2016.52How to use a DOI?
- Pro-social Behavior; Online Social Marketing; 3DHCM
Marketers' current main concern is about how to build stakeholder' s pro-social behavior. For 2015, this phenomenon has created the nickname "year of pro-social brand." The global demand for organic personal care products were over $7.6 billion in 2012, and it is expected to reach $13.2 billion by 2018. The Body Shop (TBS) is a pioneer of organics that charts personal care products, and its main function should innovate to compete in the industry. Thus, the TBS Foundation (TBSF) was established, to inform and invite the public to change the world together. TBSF also cooperated with local campaigns in Indonesia, but this also created a need for the organization to create a credible website that can be accessed globally. TBSF need to know what factors affect these objectives; and so researchers wrote several reviews from international journals to conduct pilot tests. The statements given to the 30 respondents are based on the existing model of Cugelman (2010). This study proposed a form of measurement by modifying Cugelman' s model. Writers added two moderating variables, age and gender. The result was a measurement model with 26 items which can be used to measure pro-social behavior.
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Gliseria Jeannika Siauta AU - Indrawati PY - 2016/03 DA - 2016/03 TI - Pro-Social Behavior Analysis through Online Social Marketing with Three-Dimensional Credibility Model BT - Proceedings of the 3rd International Seminar and Conference on Learning Organization (isclo-15) PB - Atlantis Press SP - 284 EP - 286 SN - 2352-5398 UR - https://doi.org/10.2991/isclo-15.2016.52 DO - https://doi.org/10.2991/isclo-15.2016.52 ID - Siauta2016/03 ER -