How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes

Corporations have engaged in cause-related marketing (CRM) based on consumer expectations toward ethical and sustainable corporate management. However, it is equally important to understand how do so effectively. The role of cause proximity has been examined as an factor that determines the effectiveness CRM messages. Limited research, however, considered moderating variables context proximity. This study aimed investigate effect interplay between message strategy attitudes ad believability. Based experimental design, this applies construal level theory demonstrate a fit spatial distance presented ads Results show effects mattered only for global cause. Furthermore, findings mediating believability attitude ad. provides empirical evidence advantage using abstract messages maximizing reactions such when addressing causes campaigns. Specifically, offers insights impact matched condition language abstractness advertising.