Social-marketing is commonly known as community partnering is a practice of strategic philanthropy as it operate as a unique and powerful tool to mix company’s marketing goals with well-being of society. It is gainingtoo much attention by corporate firms seeking both social and economic benefit simultaneously. The major objective of this study is to measure the relationship between Social-related marketing campaign and customer ShoppingIntention with mediating role of brand Responsiveness. Preliminary conceptual framework was developed by previous literature and validated through empirical survey. Survey was conducted by collecting 250 sample from Bilaspur city of Chhattisgarh. Data were analyzed with the help of mediation analysis. The finding of the study revealed that Social-related marketing influence the consumers shoppingIntention and brand responsiveness partially mediate the impact of Social-related campaign and ShoppingIntention. This study add literature in Social-marketing and define a mediating role of brand Responsiveness in Social related campaign and ShoppingIntention which is quietly absent in previous literature of Social- marketing.

Social-related marketing, ShoppingIntention, Brand Responsiveness.