Influence of social marketing in corporate image

Sonia Francisca Monken, Aléssio Bessa Sarquis, Vilmar Antonio Gonçalves Tondolo, Maurício Andrade de Lima


Companies are investing to demonstrate an empathy with consumers interested in social issues. There was an increase in corporate social responsibility and some studies support that corporate attitude affects consumer purchasing. This paper aims to analyze to what extent social marketing campaigns influence the corporate image, also to identify the main factors that influence the corporate image of companies investing in social marketing and the correlation between the different factors that influence the corporate image. This is an exploratory study, quantitative, through a survey, with self-administered questionnaire to a sample of 220 college students. Data were analyzed using statistical tests of Spearman Correlation, Mann-Whitney and Wilcoxon W. The results infer significant linear correlation between social marketing campaigns and factors that influence the corporate image, however there is not a significant linear correlation between the factors that influence the corporate image, investment in social marketing and the frequency of use of the products. The study found that social marketing campaigns is a factor influencing the corporate image with low relevance, and that the most important influence factors are the quality and price of products.


Marketing Social. Marketing Relacionado a Causas. Imagem Corporativa. Campanha Social.



  • There are currently no refbacks.

Copyright (c) 2015 Iberoamerican Journal of Strategic Management

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Revista Iberoamericana de Gestão Estratégica (IJSM)
Revista Ibero-Americana de Estratégia (RIAE)
e-ISSN: 2176-0756

Revista Iberoamericana de Gestão Estratégica (IJSM) © 2022 Todos os direitos reservados.

Esta obra está licenciada com Licença
Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0 Internacional