Title: The power of communication in driving cause-related marketing in India's quick commerce

Authors: Sneh Gupta; Vikas Sharma

Addresses: University School of Business, Chandigarh University, Mohali, Punjab, India ' University School of Business, Chandigarh University, Mohali, Punjab, India

Abstract: In a dynamic context of quick commerce business in India, the communication systems significantly contribute to the cause related marketing efforts. The present study aims to investigate the significance of certain communication dimensions on the purchase intentions of consumers while using the theoretical framework of signalling theory. The data was gathered from 431 consumers in Delhi, Bangalore, and Mumbai by snowball sampling. SEM-PLS and ANN were used in this study not only to confirm the theoretical model but also to determine the order of relevance of factors that affect the consumer purchase intentions. Some of the gaps that this research responds to include: Lack of research on CRM strategies in India's quick commerce industries and the difficulty that firms experience in communicating CRM messages in digital contexts. Thus, offers invaluable tips to marketers interested in achieving the best results when adopting CRM by closeness in communication.

Keywords: cause-related marketing; CRM; communication; purchase intentions; signalling theory; PLS-ANN; quick commerce; India.

DOI: 10.1504/MEJM.2026.153684

Middle East Journal of Management, 2026 Vol.13 No.3, pp.282 - 307

Received: 11 Dec 2024
Accepted: 15 Mar 2025
Published online: 21 May 2026 *

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