Company Advertising with a Social Dimension: The Role of Noneconomic Criteria
作者研究了带有社会维度的企业广告活动，并将其与匹配的标准（非社会）广告活动进行比较。作者调查了管理者开展社会维度广告活动的目标，审视了创建这些活动的过程，并开发了一个解释成功因素的模型。大多数广告活动具有混合目标（经济和社会），这带来许多影响。尽管这些活动在实现传统经济目标（如增加销售）方面效果不显著，但在实现公司导向目标（如激励员工或传达公司使命核心）方面非常有效。基于组织认同的研究和理论，作者讨论了社会广告活动在公司导向目标上有效的因果机制，并提出了未来研究方向。还讨论了伦理考量和管理的启示。
The author examines company advertising campaigns with social dimensions and compares them to matched standard, or nonsocial, campaigns. The author investigates the managers’ objectives for the campaigns with social dimensions, examines the processes creating them, and develops a model for explaining success factors. Most campaigns have mixed objectives, both economic and social, which have many implications. Although these campaigns are not particularly effective in achieving traditional economic objectives, such as increasing sales, they are highly effective in achieving company-oriented objectives, such as motivating the work force or communicating the essence of the company's mission. Drawing on research and theory related to organizational identification, the author discusses causal mechanisms underlying social campaigns’ effectiveness with company-oriented objectives and presents directions for further research. Ethical considerations and managerial implications are discussed, as well.