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Black Friday and corporate philanthropy: Word-of-Mouth, consumer perception and attitude toward promotions

Doyen, Charline
(2021)

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DOYEN_07411900_2021.pdf
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Details

Supervisors
Luis Martinez
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
Black Friday has become one of the biggest shopping days worldwide and is considered by some as the emblem of consumerism. Various actors of the economy are trying to fight this phenomenon using several means. This paper aims to test to what extent do corporate philanthropy and environmental concern in the context of Black Friday impact consumer behavior. To do so, all the data were collected using an online survey and a sample of 211 responses was used. The results highlight that people who are concerned about the environment show a more negative attitude toward massive Black Friday promotions. Limitations of this paper could be the representativeness of the population and a potential brand effect. The results of this paper imply that as environmental concern is growing among the population, marketers and managers should be aware of this concern and adapt their strategies during Black Friday. Implementing massive promotions may no longer be to the taste of consumers and other alternatives must be explored in order to meet the needs of consumers in the best possible way.