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This study aims to examine the effects of risk disclosure and call to action (i.e. encouraging individuals to consult a health provider before they make any purchase decision) on young adults’ cognitive and behavioral responses to dietary supplement advertising.

A 2 (risk disclosure: absence vs presence) × 2 (call to action: absence vs presence) between-subjects online experiment was conducted with 124 college-attending young adults.

Including risk disclosure in probiotic supplement advertising increased young adults’ perceived message credibility, intentions to ask a medical doctor and sense of confidence in decision-making. The addition of call to action in probiotic supplement advertising improved perceived message credibility, trust in advertised brand, favorable attitude toward brand, intention to ask a medical doctor and purchase intention; however, a significant joint effect was not found between risk disclosure and call to action.

Although risk disclosure and call to action are significant techniques in pharmaceutical and health-care marketing, they have been overlooked by both research and practice of dietary supplement marketing. This study closes this gap by providing empirical evidence to generate a clear idea about the benefits of including risk disclosure and call to action in dietary supplement advertising.

Corporations are confronted with growing demands to take a stand on socio-political issues, i.e. corporate social advocacy (CSA), which affects their reputation in the public. Companies use different CSA message strategies, including calling the public to support and act on the issue they advocate. Using reactance theory, the authors investigate the impact of CSA messages with a call to action on corporate reputation in the case of a company's gender equality initiative.

A one-factorial (CSA message with or without a call to action) between-subjects experiment was conducted by surveying 172 individuals living in Switzerland. The CSA messages were created in the context of gender equality.

The authors' study indicates that CSA messages with a call to action compared to those without overall harmed corporate reputation due to individuals' reactance, which is higher for CSA messages with a call to action, negatively affecting corporate reputation. The impact of the CSA message strategy with a call to action on corporate reputation remains significant after controlling for issue alignment and political leaning.

Communicating about socio-political issues, especially taking a stand, is a significant challenge for corporations in an increasingly polarized society and has often led to backlash, boycotts and damage to corporate reputation. This study shows that the possible adverse effects of advocating for socio-political issues can be related to reactance. It emphasizes that companies advocating for contested issues must be more cautious about the message strategy than the issue itself.

The STOMP programme – stopping the over-medication of people with an intellectual disability, autism or both is a three-year programme supported by NHS England. Concern about the overuse of antipsychotic drugs has been a constant theme since the 1970s. However, despite a multitude of guidelines the practice continues. The report into the events at Winterbourne View not only raised concerns about the overuse of antipsychotic drugs but of antidepressants. Part 1 presented the historical background to the use of psychotropic drugs for people with an intellectual disability, autism or both. The purpose of this paper (Part 2) is to present the approach adopted to reduce over-medication (the “Call to Action”) and the progress so far at the half way stage.

The “Call to Action” methodology is described in a Manchester University report – mobilising and organising for large-scale change in healthcare “The Right Prescription: A Call to Action on the use of antipsychotic drugs for people with dementia”. Their research suggested that a social mobilising and organising approach to change operates could provide a mechanism for bringing about change where other approaches had failed.

The adoption of the “Call to Action” methodology has resulted in widespread acknowledgement across intellectual disability practice that overuse of psychotropic medication and poor review was resulting in over-medication. Many individual local programmes are underway (some are described in this paper) however to what extent the overall use of psychotropic drugs has changed is yet to be evaluated.

STOMP is part of an English national agenda – transforming care. The government and leading organisations across the health and care system are committed to transforming care for people with intellectual disabilities autism or both who have a mental illness or whose behaviour challenges services. This paper describes a new approach to stopping the over-medication of people with an intellectual disability, autism or both.

The purpose of this paper is to examine the effects gender, age, income and employment status on consumer response to short message service (SMS)‐oriented direct‐response requests or a call‐to‐action tactic in a television advertisement or program, consumer's participation in SMS sweepstakes or other competitions, and consumer uptake of mobile services such as ringtones, logos, screensavers and wallpapers ordered by SMS message.

The data used in this study were collected via an online survey. A total of 4,062 consumers responded to this survey. Cross‐tabulation and binary logistic regression were used to examine the associations between the explanatory variables and responses to mobile advertising campaigns.

The results suggest that women are more active than men in their responses to SMS call‐to‐action campaigns. In addition, the results indicate that mobile advertising is not only for teenagers. For instance, consumers in the 36‐45 age group were most likely to respond to SMS calls‐to‐action in a television program and participate in SMS sweepstakes and other competitions. However, the youngest consumers most actively ordered mobile services using SMS. In addition, it was found that employment status had a substantial impact on consumers' SMS campaign activity.

Self‐report survey data are the bases of the findings discussed in this article. Substantial evidence exists in previous research that many respondents are inaccurate in reporting their own attitudes and past behavior. Thus, additional research relying on, for instance, SMS delivery measures (e.g. number of messages sent, number of replies, and – where an identifiable offer is promoted via mobile phone – the exact purchase rates), should be executed. Such experiments go beyond consumer reports by providing useful estimations of the impact of SMS text advertising based on customer inquiry and actual behavior.

This study clearly demonstrates the prevalence of SMS advertising campaigns and provides important insights into consumers' engagement with SMS advertising activities. Basic demographics such as gender, age, income, and employment status are useful in modeling and predicting consumer behavior in relation to SMS call‐to‐action campaigns. Thus, the findings reported in this paper should help marketers to design campaigns that focus more closely on the target audience.

While building on and maintaining continuity with extant work, this paper provides results that do facilitate research efforts focused on mobile media and aid practitioners in their quest to achieve mobile advertising success.

The paper aims to explore, using an analysis of the three components of memes content, form and stance – whether and how the memes offer a broad picture of a specific society during the COVID-19 pandemic crisis.

The author collected, from the two largest Facebook groups in Israel, 25 memes with the largest number of likes in each month, beginning from the month in which awareness of COVID-19 increased significantly, between March 2020 and February 2019. A total of 597 memes were collected. The data were analyzed by a quantitative and qualitative analysis.

Findings indicate that meme culture effectively reflects a society’s situation and the challenges it faces. Memes also reflect local cultural icons and effects. Meme contents vary across groups. During a crisis, memes do not function as fertile groups for sharp criticism or calls to take action to resolve society’s social ills.

Memes may serve as a tool to understand and explore an unfamiliar, foreign culture, its state of mind and its history through meme culture.

Memes may constitute a platform for relieving stress through light-hearted humor, unaccompanied by a true call to action; that is, “slacktivism” which gives a sense of active participation without involvement in actual activities for change.

The study reveals that the Israeli meme culture is not activist and rather focuses on humor to relieve stress. Memes may be used as “bread and circuses” or a means of “slacktivism” that fails to call to genuine activism.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-07-2022-0381

The purpose of this paper is to create a movement within the service research community that aspires to help the billions of impoverished people across the world achieve better service from each other, from their communities, from corporations, from their governments, and from nongovernmental organizations. The authors believe every human being is worthy of being served properly. To achieve this purpose, understanding and learning from this huge low-income segment of society known as the base of the pyramid (BoP) is essential. There are myths about the BoP that need to be dispelled and there is a fundamental lack of service research on this important problem.

The existence of an extensive BoP literature combined with service research priorities has called attention to drafting research agendas. Human service systems are explored historically and systems theory provides a perspective for understanding and reducing poverty. Transformative service research, service design research, and community action research are presented to illustrate three research approaches that can contribute to understanding and then better serving the needs of the neglected billions of humanity.

First, the authors present a practical and meaningful call to action by making the case for the service research community to contribute to poverty alleviation with the creation of fresh ideas and research agendas. Second, the authors describe the ample opportunity for conducting service research in and with the BoP and thereby expanding service knowledge about the BoP. Third, the authors suggest a number of approaches for service researchers to join this new movement and help improve the well-being of billions of impoverished people.

Most existing service research comes from highly developed Anglo-Saxon countries and concerns the service problems of customers in affluent societies. Therefore, there is a fundamental lack of service research at the BoP. The social implications are truly global. Poverty is a global service system problem that can be reduced. Effective poverty alleviation solutions in one part of the world can be adapted to other parts of the world.

This paper is a new and very original call to action to the service research community. First, with the exception of a few previous manuscripts calling for research on the BoP, this is the first time a collaborative effort has been made to start systematically changing this knowledge gap. Second, the service research community has never worked on a project of this magnitude. The authors hope to offer a role model to other academic communities as to how to marshal their resources to have a collective, positive impact on the well-being of the world’s impoverished.

This paper aims to examine what type of messaging on Twitter is most effective for helping move social marketing beyond focusing on personal changes to find out what messages help turn members of the public into vocal advocates for these organizations’ social changes. Social marketing scholarship has regularly focused on how organizations can effectively influence changes in awareness and behaviors among their targeted audience. Communication scholarship, however, has repeatedly shown that the most influential form of persuasion happens interpersonally. As such, it is imperative that organizations learn how to engage audiences and facilitate the discussion about organizational messages between individuals. Social media provide platforms for such conversations, as organizational messaging can be shared and discussed by individuals with others in their networks.

Through a content analysis of 3,415 Twitter updates from 50 nonprofit organizations, this study identifies specific types of messages that are more likely to get stakeholders retweeting, archiving and discussing the organizations’ messaging through regression analysis.

Messages focusing on calls-to-action and community building generated the most retweets and Twitter conversation; however, they were also the least used strategies by nonprofit organizations.

Research has regularly examined the types of messages sent out by nonprofit organizations on Twitter, but they have not tested those messages against measures of engagement. This study pushes the understanding of social media communication to the next level by analyzing those message categories against metrics provided by Twitter for each tweet in the sample.

The purpose of this paper is to explore Bryan Stevenson’s (2014, 2015) call to action from within two emergent schools of thought in criminology, “cultural criminology,” and “convict criminology”, which share a special concern with the contributions that criminological research makes to a climate of social control and punishment. The author’s central aim is to explore the capacity of what the author argues is a potentially under-leveraged tool of social change – the philosophies underlying and implemented in cultural and convict criminology.

To demonstrate the potential impact of this research, the author draws upon a purposive sample of qualitative studies that exemplify the particular emotive, moral, and aesthetic goals central to Stevenson’s call to action. The impact of the production of images of crime, crime control, and criminals that emerge in the development of the paradigms central to cultural and convict criminology is finally discussed in terms of Stevenson’s four prescriptions for social and criminal justice reform.

The underlying philosophies, theoretical assumptions, and methodological approaches dictated by convict and cultural criminology are uniquely equipped to make visible the forces linked to resistance to penal and social reform.

In synthesizing cultural criminology and the emergent convict criminology as guides to doing empirical research, and identifying each as embodying Stevenson’s call to action, the author hopes – maybe not to extract those easily ignitable, invisible forces away from reform efforts entirely, but at least – to provide those who are interested with a more nuanced map of where they are not likely to live and breathe them. Stimulating and widening the criminological imagination might not satisfy our need to quickly and concretely apply a solution to injustice, but it might be what the problem demands.

Stevenson (2014) argues that the extent of injustice in the US criminal justice system is so pervasive, extraordinary, and long standing, that everyone has a role to play in the course of our everyday lives in turning the tide of indifference and cruelty that feed mass injustice and incarceration. Applying his proposals to the on-the-ground working lives of empirical criminologists holds potential for effecting change from the top-down.

This chapter, which is based on the open-ended comments from study respondents, highlights the need for workplace bullying policies on community college campuses. Twenty-five percent of respondents from this study believe policy would help minimize bullying, and 27.10% believe professional development and training would help stem workplace bullying. In turn, this conceptual essay presents descriptive statistics reporting on how respondents view a healthy workplace. This call to action offers supporting data for those on community college campuses seeking to develop campus wide policy to prevent workplace bullying.

This paper aims to examine the development of research on ageing and demography and the implications for the study of tourism. It examines the demographic time bomb created by an ageing population and the implications of complex health conditions, such as dementia, for the visitor economy. Practical measures are identified with an example of a “call to action” for small to medium-sized tourism businesses.

This review is based on existing knowledge of ageing and draws upon a historical timeline that stretches from the nineteenth century to 2100.

The impact of complex health conditions such as dementia will pose major challenges for the visitor economy and will require behavioural change within existing business practices to accommodate the needs of people with dementia and their carers.

Major changes in business practices and the development of more holistic views of accessibility will be needed to accommodate an ageing population in 2100. Some of the initial changes businesses can make are outlined in a “call to action” leaflet extract.

Businesses will need to focus more on customer care practices to ensure that they can accommodate the complex needs of people with dementia and their carers as they continue to pursue the tourism and leisure activities that they have grown accustomed to.

Businesses will need to become more fully engaged with new agendas on accessibility, inclusivity and good business practice that raise significant ethical, financial and legal issues for the way they do business in the future.

The paper sets out an overarching grand societal challenge around ageing that is now confronting many countries worldwide. As part of that agenda, this paper raises the issue of hidden conditions such as dementia. The paper seeks to stimulate a wider debate for researchers and policymakers going forward, framed around the following questions which arise from the paper: How is dementia understood as a hidden condition in the visitor economy? To what extent is there awareness and action in the visitor economy sector? What can the visitor economy sector do to address issues of inclusivity and dementia?