Are We All in This Together? CSR as a Marketing Strategy in Times of COVID-19 Crisis

Abstract

How can we help? This study is to propose how companies can provide help through corporate social responsibility (CSR) marketing strategies in the time of COVID-19 crisis. More specifically, the purpose of this research is to explore the relative effects of three common types of CSR initiatives (philanthropic donation, purchase-triggered donation, and sponsorship-linked marketing) on consumer attitudes (CSR image and consumer identification) and responses (e-WOM and purchase intention) in different stages of COVID-19 pandemic. This research also proposes the moderating effects of COVID-19 related cause type (health and human service), contribution type (money and in-kind donations), and perceived severity of COVID-19 on the relative effectiveness of each CSR initiative. In doing so, this research implies possible practical directions for companies to determine their CSR marketing strategy as well as fills the research gap, especially in the time of COVID-19 or environmental turbulences.