Purpose : This study aimed to examine the key drivers of consumer perceived ad value and attitude toward cause-related advertisements on social media by adapting a modified version of the advertising value model.

Design : A one-group post-test-only experimental design was employed, followed by a survey to obtain data from the sample. Using a convenience sampling technique, 280 valid responses were received.

Methodology : Respondents were asked to watch cause-related marketing advertisement campaigns available on the social media channels of a popular brand in India and then complete the survey. Data were analyzed using SmartPLS 4.1.

Findings : The findings revealed that brand essence, informativeness, message credibility, realistic plot, and entertainment significantly influenced perceived ad value of cause-related marketing advertisements on social media. High perceived ad value then influenced a positive consumer attitude toward such advertisements.

Practical Implications : Marketers using digital platforms to communicate their cause-related marketing efforts should prioritize reflecting their core values in advertisements, furnishing relevant information, and entertaining with truthful and credible messages and realistic situations to which people can relate.

Originality/Value : To the best of our understanding, this is the first study to apply the advertising value model in the context of cause-related marketing research. We also measured ad authenticity using three dimensions rarely examined in this field, thereby providing new parameters for assessing the authenticity of such socially driven advertisements.

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