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This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.

This study explores audience value co-creation behaviour in influencer marketing through sponsorship disclosure and influencer type using a 3 (sponsorship disclosure: explicit vs implicit vs no disclosure) × 3 (influencer type: micro vs meso vs macro) factorial between-subjects design.

This study finds that the influence of explicit disclosure on audience value co-creation behaviour (participation behaviour and citizenship behaviour) is greater than when that information is either implied or not disclosed. Likewise, the influence of macro-influencers on audience participation behaviour is higher than that of micro-influencers and meso-influencers. The findings also show that the interaction effect between influencer type and sponsorship disclosure significantly impacts audience participation behaviour.

This study introduces value co-creation behaviour into influencer marketing and expands research on sponsorship disclosure and influencer type. The study further enriches the value co-creation behaviour antecedent research in influencer marketing.

This study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.

This study is based on data from an online survey providing 488 valid responses. These responses are used to test the research model by employing partial least squares (PLS) modeling.

Three antecedents (consumer competitive arousal, gift design aesthetics and broadcaster's image) influence the audience's purchase decisions (impulse buying and continuous buying intention). Chinese impression management (mianzi) acts as a moderator. Self-mianzi, mutual mianzi and other mianzi (i.e. three subtypes of mianzi) moderate the effects of consumer competitive arousal, gift design aesthetics and broadcaster's image on impulse buying.

The findings encourage practitioners developing marketing strategies for live video streaming platforms in the Chinese cultural context to consider peer influence, gift appearance, broadcaster's image and mianzi.

Drawing on the community gift-giving model and face-negotiation theory, this study provides an integrated research model to investigate a new type of social media (live video streaming). It offers insight into virtual gifting behaviors by confirming the effects of three antecedents on the audience's purchase decisions, with mianzi acting as a moderator.

In this paper, we explore a new leadership theory termed “Issue Leadership,” where a leader is considered to be a person who looks for critical issues in the ordinary, involves the audience (i.e. those who are directly or indirectly related to a particular issue) in an effective way, and achieves outstanding performances and desired changes through efficient implementation of a proposed issue. Specifically, an issue leader is required to exhibit three distinctive behaviors: issue-creating, audience-involving, and issue-implementing. Antecedents and moderators of issue leadership behavior are identified, and their interrelationships are proposed in a comprehensive issue leadership model. After a detailed explanation of the issue leadership theory, we researched, and tried to answer the question, “How do we apply the theory to global business settings?”

Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements.

This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis.

Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively.

The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion.

In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.

The purpose of this paper is to explore recent technological and methodological developments in the evaluation of audience behaviour at planned events and discuss the implications for researchers in this field, particularly the advantages of evaluating in real‐time. The creation and staging of the event experience – the realm of event design – is predicated on an understanding of the psychosocial domain of the audience. By understanding the motivations, the behaviours and the predispositions that the audience brings to the event, and how event design principles and techniques can be applied to influence audience behaviour in real time, the event designer is able to more successfully create and stage the event experience to meet the aims and objectives of the event.

The paper discusses international developments in the evaluation of the psychosocial domain of audiences at planned events and the range of research methodologies being used from a practitioner academic perspective. The paper will look at current research being undertaken in Sweden, Austria and Australia and identify trends internationally in this nascent field of research.

The paper argues that real time data collection of audiences provides insights into the effective design and management of planned events, particularly from the event risk management perspective.

Drawing on work being undertaken in the mass gatherings, tourism and service fields, the paper examines and synthesises these into a proposed model for the effective evaluation of the event audience.

This paper argues for an increase in – and a model for – research on audience behaviour, specifically in the real time capture and analysis of data of audiences at events as a means of developing and understanding of the effects of event design techniques applied at planned events.

This paper aims to describe the Social Branding framework, which uses lifestyle branding to change behaviour within psychographically-defined target audiences. Syke, a Social Branding programme to reduce cigarette use within the higher-risk alternative teen peer crowd in Virginia, USA, is presented as a case study with evaluation results.

Social Branding first creates an authentic lifestyle brand that appeals to a psychographically-defined audience. Once sociocultural authority is built, the lifestyle brand introduces tailored behavioural messaging using targeted messaging channels, relying on experiential marketing events and in-group influencers to align the desired behaviour with the audience’s social identity and values. The evaluation consisted of annual cross-sectional surveying (2011–2014; n = 2,266) on brand recall, liking, message comprehension and current smoking. Among those with recall, the prevalence of liking/comprehension categories (disliked and did not understand; liked or understood; liked and understood) and of smoking within categories was compared across years using chi-square tests. Multivariate logistic regression explored liking/comprehension as a predictor of smoking.

Recall, liking and comprehension were significantly higher in 2014 than in 2011, as was the proportion who both liked and understood Syke. Those who liked and understood Syke had half the odds of current smoking compared to those who disliked and did not understand it.

Syke reached, was liked by and was understood by the target audience. The Social Branding framework effectively appeals to and reaches higher-risk audiences, with learnings applicable to other behaviours and populations.

Despite entrepreneurial linguistic style gaining increased attention in entrepreneurship studies, the field for digital vlogger entrepreneurs still lacks a comprehensive understanding of how linguistic patterns enhance audiences attitude and behaviour. This study aims to propose a conceptual model of “language-mental imagery-attitude-behaviour model” that leads to the examination of rich sensory language style of food travel vlogger entrepreneurs and its persuasive effect on audiences' attitude and behavioural intention.

The present study utilises a stimulus-based survey method that involves a sensory-rich vlog script extracted from a high social media engagement authentic vlog. Data are collected through an online questionnaire distributed to a sample of 355 participants via the Amazon Turk mechanism. The study employs confirmatory factor analysis and structural equation modelling to test the proposed hypotheses, with the aim of contributing to the advancement of theories of embodied cognition in entrepreneurial language by examining the attitudes and behaviours of audiences exposed to sensory-rich language. The findings of this research provide valuable insights into the effects of sensory-rich language on audience responses and can inform future research on the role of embodied cognition in entrepreneurial communication.

The findings demonstrate that vlogger entrepreneurial sensory-rich linguistic communication style positively influence audiences' attitude, behavioural involvement with food and intention to taste. Visit intention will be enhanced via the mediating effects of attitude, behavioural involvement with food and intention to taste.

This research highlights the significance of sensory-rich language for vlogger entrepreneurs in entrepreneurial communication, digital storytelling and for destination marketing enterprises in creating a digital sensory engagement marketing strategy.

The study contributes to the literature by elucidating the theories of embodied cognition in entrepreneurial communication. By examining the relationships between vlogger communication evoked mental imagery, audiences attitude and behaviours, this study provides novel insights into the effectiveness of sensory-rich language in vlogger entrepreneurial communication and its impact on audience engagement. These findings have important implications for communication scholars and practitioners alike, shedding light on the role of embodied cognition in entrepreneurial language and the potential of sensory-rich language to enhance audience engagement.

Despite more than half a century of academic research, relatively few methods have been shown to reliably improve intergroup relations in the real world. This paper aims to use a social marketing approach to design a pro-diversity intervention in a university setting.

We conducted extensive qualitative, quantitative and observational background research to identify elements that would increase the effectiveness of the intervention. Focus groups and surveys allowed us to identify a target audience, target behaviors and the relevant barriers and benefits.

The background research suggested increasing inclusive behavior would have a greater impact than reducing discriminatory behavior. Based on this research, this paper determined an optimal target audience was students who had relatively positive attitudes toward diversity but engaged in few inclusive behaviors. This paper used relevant theories from the behavioral sciences to design an intervention that promoted a small set of inclusive behaviors and that addressed the relevant barriers and benefits. The intervention took the form of a single page of targeted messages that instructors can add to their course syllabi. The page communicates injunctive and descriptive norms, highlights the benefits of behaving inclusively and provides concrete behavioral advice.

The research applies the social marketing approach to a novel domain. This approach represents a new way to advance diversity, equity and inclusion through promoting inclusive and reducing discriminatory behavior.

The purpose of this paper is to examine the impact of experience levels on consumers' value perceptions in their use of a social marketing preventative health service. The study uses services thinking to investigate customer value in a social marketing consumption situation.

An online, self-completion survey was conducted on n=853 Australian women who were users of breastscreening services.

Experienced users derived higher levels of functional and emotional value than novice users and reported higher levels of satisfaction and behavioural intentions to use the service again. However, path analysis indicated that satisfaction was a stronger driver of behavioural intentions for novice users.

The findings highlight the need to understand and segment target audiences in more meaningful ways beyond traditional demographic segmentation. There is a need to understand the value benefits that target audiences seek and acknowledge that these value and service experience perceptions are likely to change over time as target audiences transition from novice to experienced users. This is useful in allowing health services to consider ways of providing a degree of customisation to target audiences, resulting in higher levels of satisfaction, particularly amongst novice users, leading to behavioural intentions to return.

Two novel approaches are used to understand social marketing behaviour: value theory and a services perspective. Through the examination of experience levels, this study acknowledges the enduring nature of many social marketing behaviours, allowing social marketers to examine differences in target audiences' experiences based on whether they are new to or familiar with a behaviour. This provides a fresh perspective in understanding target audiences in social marketing through an understanding of their value perceptions which influence their behaviour, and how these value perceptions are likely to change over time.

Influencing positive financial behaviors is the natural next frontier for social marketers to “get serious about”, as there are clear behaviors that, once adopted by target populations, will improve the quality of life for individuals as well as society. The purpose of this paper is to describe a study conducted on behalf of the Consultive Group to Assist the Poor (CGAP), an independent policy and research center dedicated to advancing financial access for the world's poor.

The seven best practices presented in this paper are based on original research undertaken in 2009‐2010 which examined more than 100 cases around the world where a social marketing approach was used to influence a financial behavior.

Relevant behaviors identified, including those related to establishing a bank account, increasing savings, using credit wisely, avoiding over indebtedness, applying for micro finance loans, adopting new technologies, reducing chances of fraud, choosing the right insurance, reporting abuse, and shopping around and comparing offers. Potential target audiences were broad, ranging from sex workers in India, to farmers in “self‐help” groups in Kenya, to girls aged 10‐18 in Mongolia, to the homeless in San Francisco, to households on tea estates in India.

The paper describes seven best practices essential for success when applying social marketing principles and techniques to influence desired financial behaviors. For each practice, case examples are then presented, ones that demonstrate the successful application of the highlighted best practice to influence a specific financial behavior. In total, ten cases have been chosen to provide a range of countries, behaviors, target audiences, and strategies.