Abstract
This research explores the effectiveness of corporate socially responsible
initiatives of fast moving consumer goods (FMCG) and Services firms on
consumer buying behavior in the Holy month of Ramadan in Pakistan.
Through a sample of 203 consumers and used triangulation method from
different parts of Lahore. The findings indicate the importance of corporate
socially responsible initiatives positive impacts on the development of
consumer buying behavior and social development. In particular, this study
shows that consumer effectively responded to firm corporate social
responsibility and also spread the socially responsible advertisement message
with other people in society. The findings of the study suggest that firms with
socially responsible initiatives are likely to influence people social
development behavior. We argue that socially responsible initiatives are most
important for both manufacturing and services firms. The nature of the firms
socially responsible is important determinant influencing on buying behavior
and social development.
Moneeba Iftikhar, Usama Awan, Shehla Hameed. (2019) A Wave of Change: Socially Responsible Advertising influence on the buying Behavior and Social Development in Pakistan, Journal of Arts and Social sciences, Volume 6, Issue 1.
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