Inclusivity and corporate social responsibility in marketing

dc.contributor.authorCarvalho, João M. S.
dc.contributor.authorNogueira, Sónia
dc.contributor.authorMartins, Nayra
dc.date.accessioned2023-01-20T11:27:16Z
dc.date.available2023-01-20T11:27:16Z
dc.date.issued2023-01-06
dc.description.abstractInclusivity and corporate social responsibility (CSR) in a community where ethnic diversity and conflict are very low compared to other countries still need to be researched more. This study aims to analyze university students’ awareness of inclusivity and CSR in marketing teaching using a pretest-posttest control group design. Both experimental (n = 138) and control (n = 140) groups are homogeneous regarding nationality, ethnicity, and age. The experimental group was subject to specific training on inclusive products, marketing communication, and CSR, which allowed testing of their perceptions and the training’s effectiveness. The first trial showed that the change in the experimental group was 8%, against 2.5% in the control group. The second trial demonstrated that the change in the experimental group was 30.4%, noting inclusive reasons, and, in the control group, only 6.4%. The third trial found a positive evolution in the experimental group, with more than 8.3% of students choosing the CSR company, and a negative evolution in the control group of –5.6%. These differences were not statistically significant within both groups but significant when comparing the two groups. The results of this study highlight that this homogeneous population does not think about those issues when analyzing businesses, products, or marketing communication. However, when people are submitted to specific training, they become aware and change their perceptions accordingly to what was expected. Thus, one concludes that education for inclusivity and CSR should be part of students’ training, independently of the homogeneity of the social and human environment.pt_PT
dc.identifier.citationCarvalho, J. M. S., Nogueira, S., & Martins, N. (2023). Inclusivity and corporate social responsibility in marketing. Innovative Marketing, 19(1), 1-12. http://dx.doi.org/10.21511/im.19(1).2023.01. Repositório Institucional UPT. http://hdl.handle.net/11328/4645pt_PT
dc.identifier.doihttp://dx.doi.org/10.21511/im.19(1).2023.01pt_PT
dc.identifier.issn1814-2427 (Print)
dc.identifier.issn1816-6326 (Electronic)
dc.identifier.urihttp://hdl.handle.net/11328/4645
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherBusiness Perspectivespt_PT
dc.relation.publisherversionhttps://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/17608/IM_2023_01_Carvalho.pdfpt_PT
dc.rightsopen accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectInclusionpt_PT
dc.subjectDiversitypt_PT
dc.subjectDiscriminationpt_PT
dc.subjectAdvertisingpt_PT
dc.subjectEducationpt_PT
dc.subjectExperiencept_PT
dc.subjectTrialspt_PT
dc.subjectPortugalpt_PT
dc.titleInclusivity and corporate social responsibility in marketingpt_PT
dc.typejournal articlept_PT
degois.publication.firstPage1pt_PT
degois.publication.issue1pt_PT
degois.publication.lastPage12pt_PT
degois.publication.titleInnovative Marketingpt_PT
degois.publication.volume19pt_PT
dspace.entity.typePublicationen
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