How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification

Purpose Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media. Design/methodology/approach Data were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0. Findings The three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors. Practical implications The findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media. Originality/value This study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.