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Article
Publication date: 16 February 2024

Janina Seutter, Michelle Müller, Stefanie Müller and Dennis Kundisch

Whenever social injustice tackled by social movements receives heightened media attention, charitable crowdfunding platforms offer an opportunity to proactively advocate for…

Abstract

Purpose

Whenever social injustice tackled by social movements receives heightened media attention, charitable crowdfunding platforms offer an opportunity to proactively advocate for equality by donating money to affected people. This research examines how the Black Lives Matter movement and the associated social protest cycle after the death of George Floyd have influenced donation behavior for campaigns with a personal goal and those with a societal goal supporting the black community.

Design/methodology/approach

This paper follows a quantitative research approach by applying a quasi-experimental research design on a GoFundMe dataset. In total, 67,905 campaigns and 1,362,499 individual donations were analyzed.

Findings

We uncover a rise in donations for campaigns supporting the black community, which lasts substantially longer for campaigns with a societal than with a personal funding goal. Informed by construal level theory, we attribute this heterogeneity to changes in the level of abstractness of the problems that social movements aim to tackle.

Originality/value

This research advances the knowledge of individual donation behavior in charitable crowdfunding. Our results highlight the important role that charitable crowdfunding campaigns play in promoting social justice and anti-discrimination as part of social protest cycles.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 29 February 2024

Rashed Alhaimer

This study aims to examine the perceptions of political figures and campaign strategists in Kuwait regarding the adoption of virtual political campaigns during the COVID-19…

Abstract

Purpose

This study aims to examine the perceptions of political figures and campaign strategists in Kuwait regarding the adoption of virtual political campaigns during the COVID-19 pandemic. By using an enhanced version of the technology acceptance model (TAM), it seeks to understand and quantify their attitudes toward these digital campaign methods. This study can be considered as a bold contribution to the discussion on digital transformation of virtual channels for the promotion of bold innovation and social impact in Kuwait.

Design/methodology/approach

Data was gathered from 82 participants, comprising 47 politicians and 35 campaign managers in Kuwait. A comprehensive method involving both questionnaires and face-to-face interactions was implemented to ensure a thorough collection of relevant data, aiming to support the research’s objectives effectively.

Findings

The results underscore the significant influence of perceived ease of use, perceived usefulness and the newly integrated factor of perceived convenience on the attitudes toward virtual political campaigns. These factors collectively shape the willingness and approach of political entities in embracing digital campaigning avenues. The findings also indicate that digital transformation in the design and implementation of virtual campaigns can be grounded on positive attitudes and perceptions.

Originality/value

The research fills a critical gap in existing literature by examining large-scale attitudes toward virtual political campaigns in Kuwait’s unique context. It offers novel understandings of how political figures and campaign managers perceive and adapt to technological advancements in campaign strategies, mainly during unprecedented crisis times like the COVID-19 pandemic. This study contributes to academic discourse and has practical implications for the evolution of political campaigning strategies in a digital age. A direct implication of our study is also the need to promote further future research on the capacity of digitally transformed channels for political campaigns to be venues of bold innovation. It also highlights the need to provide citizens with training and awareness for this new era of prompt responses to their requirements toward sustainable development and innovation.

Details

Journal of Science and Technology Policy Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2053-4620

Keywords

Article
Publication date: 29 February 2024

Parthesh R. Shanbhag, Yogesh Pai P., Murugan Pattusamy, Gururaj Kidiyoor and Nandan Prabhu

This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether…

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Abstract

Purpose

This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether consumers respond positively when a CRM campaign promises to deliver proof of the espoused cause.

Design/methodology/approach

This study adopted the grounded theory approach to conceptualize the promised impact evidence construct. A promised impact evidence scale was developed and validated using robust qualitative and quantitative methods, including item response theory estimates.

Findings

The study provides evidence for promised impact evidence as a reflective second-order latent construct. The promised impact evidence scale demonstrates strong internal consistency, reliability and validity. In addition, this study posits that promised impact evidence is an antecedent of advertising trust, purchase intention, advertising credibility and persuasive and selling intent.

Originality/value

This study positioned the promised impact evidence scale against the theoretical underpinnings of the persuasion knowledge model. Specifically, this scale contributes to existing knowledge because it applies the persuasion knowledge model in CRM campaigns by adopting an acceptance focus, as opposed to the rejection focus used in developing persuasion knowledge model scales.

Details

Journal of Consumer Marketing, vol. 41 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 28 February 2024

Robert J. Donovan, Geoffrey Jalleh and Catherine Drane

Source credibility is a key influencing factor across both commercial and social marketing. It is perhaps even more important for the latter given that the issues under…

Abstract

Purpose

Source credibility is a key influencing factor across both commercial and social marketing. It is perhaps even more important for the latter given that the issues under consideration generally have substantial implications for both individual and societal health and well-being. The Act-Belong-Commit campaign is a world-first population-wide application of social marketing in the area of positive mental health promotion. This study aims to focus on the perceived credibility of the Act-Belong-Commit campaign as a source of information about mental health as a predictor of three types of behavioural responses to the campaign: adopting mental health enhancing behaviours; seeking information about mental health and mental health problems; and seeking help for a mental health problem.

Design/methodology/approach

A state-wide survey was undertaken of the adult population in an Australian state where the Act-Belong-Commit campaign originated. The survey included measures of the above three behavioural responses to the campaign and measures of respondents’ perceptions of Act-Belong-Commit’s source credibility. Logistic regression analyses were performed to determine whether the three behavioural responses can be predicted based on perceived source credibility. The predictive performance of the model was examined by receiver operating characteristic curve analysis.

Findings

Greater perceived source credibility was significantly associated with having done something for their mental health and for having sought information, and an increased likelihood, but not significantly so, of having sought help for a mental health problem.

Originality/value

Despite the acknowledged importance of source credibility, there has been little published research that the authors are aware of that has looked at the impact of such on the effectiveness of social marketing campaigns. To the best of the authors’ knowledge, this is the first published study of the association between source credibility and behavioural response to a social marketing campaign.

Details

Journal of Social Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 1 February 2005

Ben J. Smith, Adrian E. Bauman, Jeanie McKenzie and Margaret Thomas

To examine whether awareness of the source of sun protection campaigns in New South Wales, Australia was associated with message recall and sun protection knowledge and behaviours.

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Abstract

Purpose

To examine whether awareness of the source of sun protection campaigns in New South Wales, Australia was associated with message recall and sun protection knowledge and behaviours.

Design/methodology/approach

Telephone surveys of random samples (n=800) of parents and other carers of children under 12 years of age were conducted before and after the first two campaigns and after the third campaign.

Findings

Recognition of the NSW Cancer Council (NSWCC) as the message source increased after each campaign. Cross‐sectional analyses revealed that after the first and third campaigns those who could identify the NSWCC were 1.4‐1.7 times more likely than those who could not to demonstrate knowledge about child sun protection practices (p<0.05). After the first campaign those with accurate message source awareness were 1.4 times more likely to report using sunscreen or clothing to protect their children, while after campaign three this awareness was associated with a greater likelihood (OR 1.6, p<0.05) of using hats, sunscreen and protective clothing.

Research limitations/implications

While causality cannot be determined using a cross‐sectional design, the use of serial population surveys to analyse the relationship between message source awareness and sun protection knowledge and behaviours strengthens the basis for examining the role of this factor.

Practical implications

Presenting a readily identifiable and credible message source is likely to enhance the impact of health campaigns and this factor should be given attention in the pre‐testing of communications.

Originality/value

The importance of a credible communication source has been postulated by various theorists, but this one of few studies to examine the role played this factor in a population‐wide, health promotion campaign.

Details

Health Education, vol. 105 no. 1
Type: Research Article
ISSN: 0965-4283

Keywords

Article
Publication date: 1 September 2001

Elisa Juholin

This study examined reasons why Elisabeth Rehn – labelled by the media as the queen of the polls – lost her lead position a month before the presidential election. Rehn’s campaign…

1157

Abstract

This study examined reasons why Elisabeth Rehn – labelled by the media as the queen of the polls – lost her lead position a month before the presidential election. Rehn’s campaign had two approaches – traditional and marketing oriented. On one hand it represented a voter‐driven campaign with various non‐political and political professionals at its disposal but on the other hand the candidate was closer to the traditional party‐driven or ideology‐driven concept holding to traditional political themes. The main internal weaknesses of Rehn’s campaign were four factors: the weakness of the (civic) organisation, the lack of resources, the candidate’s credibility problems and the wrong themes. The relevant external factors were: the line‐up of the candidates with two strong right‐wing female candidates and overwhelming resources of the competitive organisations. The study provides evidence that most of the theoretical factors based on previous research to be relevant also in this campaign and emphasises the meaning of the candidate’s credibility. The indicators of the credibility were her competence and appearance (external credibility), and personality and commitment (internal credibility) even though in the very beginning the candidate was evaluated by the campaign workers as the most competent and experienced candidate. The polls and the media were considered to be factors that strengthened the result more than created it.

Details

Corporate Communications: An International Journal, vol. 6 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 5 October 2012

Greg Kerr, Kate Dombkins and Sarah Jelley

A number of places have used the “I love” or “we love” tagline or slogan to promote their place, with the “I love New York” (using the heart symbol) possibly being the most…

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Abstract

Purpose

A number of places have used the “I love” or “we love” tagline or slogan to promote their place, with the “I love New York” (using the heart symbol) possibly being the most familiar. Other places have used similar campaigns which can often be observed by the sale of merchandise from souvenir shops. The purpose of this paper is to investigate the “We love the Gong” campaign relative to the city of Wollongong, Australia.

Design/methodology/approach

After providing a background to the city of Wollongong and a brief explanation as to the meaning and use of slogans, an investigation of the campaign was undertaken by interviewing the person responsible for the campaign. Where appropriate, the explanations provided are supported by reference to local media reports and relevant literature.

Findings

It was found that the Wollongong campaign was more than a merchandising exercise. The campaign was a reaction to place identity and place image problems and was underpinned by research and a consequent marketing plan. The campaign was adequately resourced, professionally implemented, and research to monitor its effectiveness was undertaken.

Originality/value

The paper contributes to the application of management and marketing principles to places by providing details of the campaign and lessons learnt from a review of its implementation.

Details

Journal of Place Management and Development, vol. 5 no. 3
Type: Research Article
ISSN: 1753-8335

Keywords

Book part
Publication date: 31 December 2010

Amy L. Stone

This study theorizes about the development of dominant tactics within social movements, as certain tactics within a tactical repertoire are used frequently and imbued with…

Abstract

This study theorizes about the development of dominant tactics within social movements, as certain tactics within a tactical repertoire are used frequently and imbued with ideological significance. Little research has been done on hierarchies within tactical repertoires, assuming that all tactics within a repertoire are equal. Between 1974 and 2008, the US Religious Right attempted over 200 anti-gay referendums and initiatives to retract or prevent gay rights laws. This research examines how the lesbian, gay, bisexual, and transgender (LGBT) movement developed campaign tactics to fight these direct democracy measures. This research expands the existing literature on tactical repertoires by theorizing about the mechanisms by which tactics become dominant, namely, their affirmation by victories, responsiveness to countermovement escalation, and involvement of institutionalized social movement organizations to disseminate tactics. This research contradicts existing movement–countermovement literature that suggests that movements do not develop dominant tactics when mobilizing in opposition to a countermovement.

Details

Research in Social Movements, Conflicts and Change
Type: Book
ISBN: 978-0-85724-609-7

Book part
Publication date: 3 May 2016

David P. Baron

This paper provides a perspective on the field of nonmarket strategy. It does not attempt to survey the literature but instead focuses on the substantive content of research in…

Abstract

This paper provides a perspective on the field of nonmarket strategy. It does not attempt to survey the literature but instead focuses on the substantive content of research in the field. The paper discusses the origins of the field and the roles of nonmarket strategy. The political economy framework is used and contrasted with the current form of the resource-based theory. The paper argues that research should focus on the firm level and argues that the strategy of self-regulation can be useful in reducing the likelihood of challenges from private and public politics. The political economy perspective is illustrated using three examples: (1) public politics: Uber, (2) private politics: Rainforest Action Network and Citigroup, and (3) integrated strategy and private and public politics: The Fast Food Campaign. The paper concludes with a discussion of research issues in theory, empirics, and normative assessment.

Details

Strategy Beyond Markets
Type: Book
ISBN: 978-1-78635-019-0

Keywords

Book part
Publication date: 3 May 2016

Dominik Breitinger and Jean-Philippe Bonardi

Private politics refers to situations in which activists or NGOs try to push firms to conform to social standards (regarding, for instance, human rights and environmental…

Abstract

Private politics refers to situations in which activists or NGOs try to push firms to conform to social standards (regarding, for instance, human rights and environmental protection) without public policy intervention. The existing literature on private politics has focused on large campaigns such as consumer boycotts, and looked at the impact of those boycotts on firms’ financial performance and on the likelihood that firms comply with activist demands. Even though these large campaigns are important, focusing on them leads to neglecting the fact that a large portion of the time and resources that activists consecrate to private politics is used to monitor firms and criticize them through Internet posting and media statements, rather than to launch high profile campaigns. Little is known, however, about what drives these activists when they criticize companies, why they target certain companies and not others, and whether this criticism should be considered as a primary step in the production of full-fledged campaigns. In this paper, we fill this gap by exploring a unique international database of CSR-based criticisms against Fortune 500 companies for the 2006–2009 period. This database allows us to look at the impact of a broad range of factors including industry differences, country/institutional differences and firm-specific dimensions, on the likelihood that a certain firm will be targeted by activist critique. Results indicate that criticism is driven by strategic intents. Similar to previous literature, large and visible firms in certain industries are more targeted than others. In addition, these firms also tend to come from countries with strong institutions and high standards of living.

Details

Strategy Beyond Markets
Type: Book
ISBN: 978-1-78635-019-0

Keywords

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