Özet:

Companies are increasingly taking advantage of social marketing every day to increase their sales, improve their imagery, and at the same time support a social purpose. But the effectiveness and success of social marketing depends on many factors. Therefore, this study examines whether consumer reactions in social-purpose marketing vary according to the target type, the amount of price-link and gender. The data collected from 113 academics working at the Servak University, which was selected with the help of easy sampling, was analyzed using Repeated Measurement ANOVA. The research found that gender and price-link quantity did not affect consumers’ intentions to buy. However, it has been concluded that consumers’ intentions to purchase differ significantly according to the type of social purpose and the mutual interaction of gender* price-link amount.