Dr Hye Rhim Kim

While companies make endeavour in different ways to the Cause-Related Marketing (CRM) campaigns they support, little is known about the effects of varying message appeals of CRM especially in online charity advertising by hotels.

My research focuses on the interaction effect between online CRM advertisement and brand reputation on consumers’ brand evaluation in the hotel industry, and how this relationship can be explained by consumer-related factors (process fluency, social cause attitude, perceived fit). As emotional arousal or engagement with advertisements has been proven to be an effective tool for social initiatives, a laboratory experiment using psychophysiological measurements of emotional reactions that additionally examines the impact of consumers’ emotional responses to CRM advertisements. Outcomes of this research can suggest an appropriate theoretical framing to understand this barely investigated area, but also provide meaningful findings to depict different viewpoint for enhancing the effectiveness of advertising especially message framing in hotel’s pro-social initiatives.