Decoding Perceived Value of Cause-Related Advertisements on Social Media
Authors
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Neha Parveen Haider Ali
Research Scholar (Corresponding Author), Department of Commerce, Sant Sohirobanath Ambiye Government College & Research Centre, Virnoda, Pernem, Goa - 403 512 (Affiliated to Goa University, Taleigao, Goa)
https://orcid.org/0009-0002-7465-1773
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Filipe Rodrigues e Melo
Vice-Principal and Professor, Department of Commerce, St. Xavier’s College, Mapusa, Bardez, Goa - 403 507
https://orcid.org/0000-0002-6837-3343
DOI:
https://doi.org/10.17010/ijom/2026/v56/i8/176077Keywords:
cause-related marketing, perceived ad value, advertising value model, ad authenticity, consumer attitude, social media advertising.Publishing Chronology: Paper Submission Date : October 30, 2025 ; Paper sent back for Revision : June 19, 2026 ; Paper Acceptance Date : July 10, 2026 ; Paper Published Online : August 17, 2026.
Abstract
Purpose : This study aimed to examine the key drivers of consumer perceived ad value and attitude toward cause-related advertisements on social media by adapting a modified version of the advertising value model.
Design : A one-group post-test-only experimental design was employed, followed by a survey to obtain data from the sample. Using a convenience sampling technique, 280 valid responses were received.
Methodology : Respondents were asked to watch cause-related marketing advertisement campaigns available on the social media channels of a popular brand in India and then complete the survey. Data were analyzed using SmartPLS 4.1.
Findings : The findings revealed that brand essence, informativeness, message credibility, realistic plot, and entertainment significantly influenced perceived ad value of cause-related marketing advertisements on social media. High perceived ad value then influenced a positive consumer attitude toward such advertisements.
Practical Implications : Marketers using digital platforms to communicate their cause-related marketing efforts should prioritize reflecting their core values in advertisements, furnishing relevant information, and entertaining with truthful and credible messages and realistic situations to which people can relate.
Originality/Value : To the best of our understanding, this is the first study to apply the advertising value model in the context of cause-related marketing research. We also measured ad authenticity using three dimensions rarely examined in this field, thereby providing new parameters for assessing the authenticity of such socially driven advertisements.
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