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1 – 10 of 150Svenja Diegelmann, Katharina Ninaus and Ralf Terlutter
The purpose of this paper is to analyze message features of fear appeals in current British road safety campaigns directed against mobile phone use while driving and to discuss…
Abstract
Purpose
The purpose of this paper is to analyze message features of fear appeals in current British road safety campaigns directed against mobile phone use while driving and to discuss barriers to explicit theory use in campaign message design.
Design/methodology/approach
This message-centred research takes a qualitative content analytical approach to analyze nine British web-based road safety campaigns directed against mobile phone use while driving based on the extended parallel process model. Message content and message structure are analyzed.
Findings
There still exists a gap between theory and road safety campaign practice. The study reveals that campaigns with fear appeals primarily use threatening messages but neglect efficacy-based contents. Severity messages emerge as the dominant content type while self-efficacy and response efficacy are hardly represented. Fear appeal content in the threat component was mainly communicated through the mention of legal, financial and physical harm, whereas efficacy messages communicated success stories and encouragement. As regards message structure, the threat component always preceded the efficacy component. Within each component, different patterns emerged.
Practical implications
To enhance efficacy in campaigns directed against distracted driving and to reduce the gap between theory and practice, social marketers should include messages that empower recipients to abstain from mobile phone use while driving. Campaigns should show recommended behaviours and highlight their usefulness and effectiveness.
Originality/value
This paper adds to limited research conducted on effect-independent message properties of fear appeals. It enhances understanding of fear appeal message features across the structure and content dimension. By discussing barriers to explicit theory use in social marketing practice and offering practical implications for social marketers, it contributes towards reducing the barriers to explicit theory use in campaign message design.
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Beatriz Casais and Aline Costa Pereira
This paper aims to analyse the prevalence of emotional and rational appeals in social advertising campaigns. There are studies about the effectiveness of these tones of appeals in…
Abstract
Purpose
This paper aims to analyse the prevalence of emotional and rational appeals in social advertising campaigns. There are studies about the effectiveness of these tones of appeals in social marketing, but there is no evidence about their prevalent use in social advertisements.
Design/methodology/approach
The authors conducted a content analysis of forty social advertisements promoting attitudes and behaviours regarding social causes. The selected ads were in video format and were extracted from the YouTube channels of Portuguese governmental and non-governmental organisations. The ads were coded according to the characteristics of each tone of appeals and classified as emotional, rational or a mix of both.
Findings
The authors classified 25 social ads as rational appeals, 8 as emotional and 7 as a mix of both appeals. The results of the research show that social marketers have preference for the use of rational tone in social advertising campaigns.
Originality/value
This study shows that there is a disruption between theory and practice in social marketing, considering the higher prevalence of rational appeals in contexts where theory recommends emotional appeals for higher effectiveness. This evidence is surprising, considering a previous study that evidenced a higher use of emotional appeals in advertising connected to social causes than in commercial advertisements. This paper focus on how practice may disrupt theory and explores possible reasons for the phenomenon.
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Chi-Chang Lin, Yenming J. Chen and Jau-Wen Wang
The attributes of services can be categorised as service quality and service preference. While studies have addressed the importance of service quality, shippers’ service…
Abstract
Purpose
The attributes of services can be categorised as service quality and service preference. While studies have addressed the importance of service quality, shippers’ service preference and its relationship to perceived value and purchase intentions remain unexplored. Therefore, the purpose of this study is to propose a causal model in the context of short sea shipping services to investigate the influence of purchase intention through the shipper’s service preference and perceived value.
Design/methodology/approach
Structural equation modelling is applied to assess the empirical strength of the relationships in the proposed model. The model is validated through empirical testing by taking samples from shippers in Taiwan.
Findings
The results show that service attributes, namely, timing related, pricing related, warehousing, sales, door-to-door, information and advertising, positively affect shippers’ service preference. Service preference significantly affects customer perceived value as well as purchase intentions. Moreover, perceived value strongly affects purchase intentions.
Originality/value
Matching between the product offered and the diversified customer need is key to the business operation’s success. This study suggests that carriers should position themselves to both self-competence and market values.
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