Prosocial ads in enhancing effective conversations, customer loyalty and brand attachment

Abstract

With the unstoppable growing society, customers are now more demanding when purchasing products. They may care about corporates' ethics policy, staff welfare and so on. As of this, there is a surge in corporates' advertising about their sustainability, which is called prosocial ads in our study. We implement the research to provide worthy information about prosocial ads' indirect impacts on customer loyalty and attachment. Besides, we also observe other factors, rather than prosocial ads itself, may have a direct effect on customer behavioral decisions. 261 respondents, by watching 3 types of prosocial advertising, will answer variables' questions on seven-point likert scales. Prosocial advertising, hence, affects conversations between the brand and its customers. The research is built on the following theories: Human brand theory, Self-consciousness, and Brand attachment theory showing the influence of the variables: customers' empathy, shared values, and brand authenticity, therefore, influence their decisions, and at the same time our study also observes side factors whether having celebrities may influence customers' decision. The result showed that our proposed structural modal is reliable. Of this, we strongly believe that managers can better make appropriate strategies in prosocial campaigns. Theoretical and practical implications for researchers are discussed in this study.