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dc.contributor.authorŞabahat, Peren Özturan
dc.contributor.authorGrinstein, A.
dc.date.accessioned2023-02-20T12:44:21Z
dc.date.available2023-02-20T12:44:21Z
dc.date.issued2022-02-02
dc.identifier.issn0309-0566en_US
dc.identifier.urihttp://hdl.handle.net/10679/8082
dc.identifier.urihttps://www.emerald.com/insight/content/doi/10.1108/EJM-09-2020-0670/full/html
dc.description.abstractPurpose: In a world where corporate social responsibility (CSR) is a meaningful trend valued by firm stakeholders, it is still not clear how the marketing department integrates corporate-level social responsibility strategy into its departmental activities i.e. socially responsible marketing activities (SRMA) and whether such activities can benefit the department. Using legitimacy as the underlying theoretical explanation, this paper aims to study two instrumental returns from SRMA at the marketing department level, i.e. marketing department’s performance – impact outside the firm on multiple marketing-related outcomes and influence within the firm – the power of the marketing department compared to other departments. Design/methodology/approach: Three studies were performed. Study 1 is a survey that offers a validated measure of SRMA and examines its relationship with the focal outcome variables. Study 2 is also a survey that investigates the mediating role of the marketing department’s legitimacy and the moderating role of customers’ interest in social responsibility and uses actual sales data of firms. Study 3 is an experiment that examines the main findings in a controlled setting using participants other than marketing executives i.e. chief executive officers. Findings: Study 1 shows that SRMA is different than the closely related variable socially responsible business strategy and is positively related to the marketing department’s performance and influence within the firm. Study 2 complements these findings by demonstrating these impacts are mediated by the marketing department’s legitimacy and strengthened with higher customers’ interest in social responsibility. Study 3 sets the causality between the focal variables and the mediating role of legitimacy. Research limitations/implications: This work extends the study of firm-level CSR to the department- and implementation-level, in the context of marketing departments. It reveals the underlying mechanism driving the positive impact of SRMA, i.e. legitimacy, and identifies a moderating condition, i.e. customers’ interest in social responsibility. It further extends research on the role of the marketing department and its contribution to firm performance. Practical implications: Marketers can benefit from the reported findings by understanding when and how CSR-related, domain-specific activities that feature the traditional responsibilities of marketing, including market research, customer relationship management and the product, promotions, price and place (4Ps) may be reshaped to include a broader set of stakeholders and a socially responsible angle and thereby generate more legitimacy and impact – inside and outside the firm. Originality/value: This study provides a novel perspective on how marketing departments evaluate CSR in their daily activities where such engagement vests increasing returns to the marketing department and underpins the successful implementation of CSR. © 2021, Emerald Publishing Limited.
dc.description.sponsorshipMarketing Science Institute ; D'Amore-McKim School of Business, Northeastern University
dc.language.isoengen_US
dc.publisherEmeralden_US
dc.relation.ispartofEuropean Journal of Marketing
dc.rightsrestrictedAccess
dc.titleCan the marketing department benefit from socially responsible marketing activities? The role of legitimacy and customers’ interest in social responsibilityen_US
dc.typeArticleen_US
dc.peerreviewedyesen_US
dc.publicationstatusPublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID 0000-0002-3633-6361 & YÖK ID 315012) Özturan, Peren
dc.contributor.ozuauthorŞabahat, Peren Özturan
dc.identifier.volume56en_US
dc.identifier.issue2en_US
dc.identifier.startpage400en_US
dc.identifier.endpage441en_US
dc.identifier.wosWOS:000730403000001
dc.identifier.doi10.1108/EJM-09-2020-0670en_US
dc.subject.keywordsCSRen_US
dc.subject.keywordsLegitimacyen_US
dc.subject.keywordsMarketing departmenten_US
dc.subject.keywordsMarketing department’s influenceen_US
dc.subject.keywordsMarketing performanceen_US
dc.subject.keywordsSocially responsible marketingen_US
dc.subject.keywordsSocially responsible marketing activitiesen_US
dc.identifier.scopusSCOPUS:2-s2.0-85121096874
dc.relation.publicationcategoryArticle - International Refereed Journal - Institutional Academic Staff


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