Cause Proximity and Community Bonding Driven Social Business Marketing Involvement
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Abstract
In this research investigation, the researcher examines 1) the level of consumer perception of cause proximity driven social business marketing involvement, community bonding, self-awareness, shared responsibility, and social business marketing involvement, and investigates 2) the model of antecedents of consumer perception in the aspect of cause proximity and community bonding transmitting through consumer perception in the aspects of self-awareness, as well as shared responsibility, leading to social business marketing involvement. Findings showed that the level of consumer perception in the aspect of cause proximity of environment problems exhibited a total influence on self-involvement in solving problems as high as 0.693. Consumer perception in the aspect of the factor of community bonding only exhibited the total influence at 0.066. This showed that the members of the sample population exhibited self-involvement in the solving of environment problems individually rather than using the factor of community bonding as a drive for problem solving. Mediator variables which were the level of consumer perception in the aspect of self-awareness and the factor of shared responsibility exhibited an influence on the factor of self-involvement in problem solving. It was found that the factor of self-awareness exhibited an influence as high as 0.668. The factor of shared responsibility exhibited the influence weight of 0.343. Both mediator variables affected self-involvement in solving the environment problems at a statistically significant level.
Article Details
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง ซึ่งกองบรรณาธิการไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นลิขสิทธิ์ของวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง หากบุคคลหรือหน่วยงานใดต้องการนำบทความทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อ หรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ก่อนเท่านั้น
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