The Marketing of Cause-Related Events: A Study of Participants as Consumers

Abstract

ABSTRACT The research explores the benefits that participants consume in a cause-related fitness event. Employing a hermeneutical framework for interpreting consumers' stories, the researchers analyzed the findings from a preliminary participant observation of and in-depth interviews with Race for the Cure® participants. This was done in order to enable social marketers to better understand the lived experience of those who consume the social benefits derived from cause-related fitness event participation. Findings show that the mode of participation and level of personal involvement with the cause impact the story told and the marketing implications. The social marketer not only needs to pay attention to the benefits to the sponsor and the charity but also the participants.