Abstract

SITHOLE, Nyiko Sibusiso  and  HATTINGH, Roela. Gen Z and Cause Marketing - A Q-Methodology perspective. Communitas (Bloemfontein. Online) [online]. 2024, vol.29, pp.19-45. ISSN 2415-0525.  https://doi.org/10.38140/com.v49i.8590.

South African brands use different strategies such as cause marketing (CM) to establish connections with their stakeholders. In CM, a for-profit organisation supports a non-profit organisation (NPO) through consumers' participation in transactional or non-monetary activities to achieve organisational goals. Q-methodology (Q) was used to study how campaign structural elements on Instagram influence Generation Z's attitudes towards CM in South Africa. A concourse comprising 100 fictitious Instagram posts was developed, drawing inspiration from current global campaigns. The Q-set of 24 (piloted) cards obtained from the concourse were selected using Fisher's (1960) balanced block design. The population sample (P-set) included 12 heterogeneous Gen Z participants. One of the researchers also participated in the study for self-reference purposes. Ken-Q Analysis version (2.0.1) evaluated this study's findings, and a Q factor analysis was conducted using Centroid extraction accompanied by Varimax rotation, producing three viewpoints. Viewpoint 1: Keep it practical had six participants who enjoyed trustworthy campaigns that were easy to engage in. Viewpoint 2: Stop tokenising causes had three participants who detested brands that inappropriately use charity-linked campaigning to appeal to their consumers for profit-driven reasons. Viewpoint 3: Aesthetics and accessibility are crucial had four participants who focused on CM campaigns' visual appeal.

Keywords : marketing communication; brand communication; cause marketing; Q-methodology; Instagram; Generation Z; campaign structural elements.

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