This study investigates the effect of promotion strategies, altruism, and egoism on consumers' digital participation, attitudinal loyalty, and behavioral loyalty within the context of omnichannel cause-related marketing. A scenario simulation method with a 3 × 2 × 2 factorial design is used to investigate the impact of the three promotion strategy types (celebrity endorsement, expert endorsement, and co-branding), two altruism types (social donation and economic donation), and two egoism types (social incentives and economic incentives). The moderating effect of brand identification on the influence of strategies, altruism, and egoism on consumer digital participation, attitudinal loyalty, and behavioral loyalty is also tested.

中文翻译：

---

全渠道公益营销背景下促销策略、利他主义和利己主义的传播效果：实验研究

本研究调查了全渠道因果营销背景下促销策略、利他主义和利己主义对消费者数字参与、态度忠诚和行为忠诚的影响。采用3×2×2因子设计的情景模拟方法，研究了三种促销策略类型（名人代言、专家代言和联合品牌）、两种利他类型（社会捐赠和经济捐赠）和两种利己主义类型（社会激励和经济激励）。品牌识别对策略、利他主义和利己主义对消费者数字参与、态度忠诚和行为忠诚影响的调节作用也得到了检验。