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All Journal EMAS: Jurnal Ekonomi, Manajemen dan Bisnis
Carmen C. Menes
University of Negros Occidental – Recoletos
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Cause Promotion and Social Marketing in CSR: Evidence from Philippine Private Higher Education Institutions Hazel S. Osano; Anik Yuesti; Joel Arante Alve; Carmen C. Menes
EMAS: Jurnal Ekonomi, Manajemen dan Bisnis Vol. 7 No. 9 (2026): EMAS: Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36733/emas.v7i9.14826

Abstract

This study examines how cause promotion and social marketing can reposition corporate social responsibility (CSR) in Philippine private higher education from episodic giving toward behavior- and outcome-oriented community engagement. Using a qualitative multiple-case documentary design, the study analyzed publicly accessible institutional policies, strategic and sustainability reports, community engagement materials, accreditation-related documents, partnership records, and official digital communications from selected private higher education institutions. Cross-case analysis identified three patterns of CSR practice: donation-centric, hybrid, and outcome-oriented. More credible initiatives showed early listening and co-design, explicit and measurable objectives, continuity in roles and resources, formalized partnerships, and reporting that distinguished outputs from outcomes. Cause promotion strengthened mobilization and visibility, but credibility risks increased when promotional claims exceeded the available evidence. The study proposes a management framework linking social marketing, governance, partnership continuity, measurement discipline, and evidence-aware communication. The findings are limited by reliance on publicly available documentary evidence. Overall, CSR becomes more defensible when private higher education institutions manage it as a sustained institutional capability for social change.
Co-Authors Anik Yuesti Hazel S. Osano Joel Arante Alve