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This paper explores the effects of land education on the practice of a White social studies teacher educator who wanted to teach about the ecological crisis.

The teacher educator used self-study methodology to analyze her experiences with local Indigenous leaders when she was a high school social studies teacher and currently as a social studies methods professor. Data sources included journals, field notes, course-related materials, and formal writings.

Through experiences, Indigenous leaders helped the teacher educator identify contrasting cultural paradigms to broaden her understanding of where she lives. This learning enabled the teacher educator to use the two paradigms in her teaching about place and the ecological crisis.

This research shows inner work that can position teacher educators to understand the value of Indigenous wisdom regarding place when teaching about the ecological crisis.

After completing this case study, students will be able to understand the issues firms, brands and influencers face due to sponsorship disclosure regulation and the impact of self-regulation on firms engaging in influencer marketing, explain the challenges regulators face in ensuring compliance in an emerging market, explain Advertising Standard Council of India (ASCI)’s challenges in adopting influencer guidelines from emerged markets and recommend ethical theory (or theories) and strategies to firms engaged in influencer marketing.

This case study centers on Mr Manish Chowdhary, co-founder of WOW Skin Science, who started the beauty and personal care business with his brother Karan Chowdhary in 2015 in Bangalore, India. The company successfully built its brand through influencer marketing but faced challenges after the ASCI implemented new influencer guidelines. On May 31, 2021, he expressed disagreement with ASCI guidelines during an interview with Akansha Nagar from Buzz in Content, particularly the requirement to label every product or service received by influencers as an advertisement. He expressed concern about certain rules, fearing they might harm organic content and reduce viewership and followers. Subsequently, ASCI registered noncompliance cases against the company and communicated with them about complaints regarding influencer guideline violations. In this situation, Manish needed to evaluate his decision on noncompliance with regulation and required an action plan to strategically manage its influencer marketing campaign by incorporating ASCI’s guidelines. Overall, this case study highlights the journey of WOW Skin Science and its challenges with self-regulatory authorities over its influencer marketing strategy in an emerging market. Additionally, students can gain insight into the marketing communication ethics of a startup operating in an emerging market by embodying the protagonist’s role.

This case study is suitable for postgraduate level students pursuing a Master of Business Administration program. The difficulty level ranges from moderate to complex. It fits well into integrated marketing communication and marketing strategy courses. This case study discusses marketing ethics, advertising and promotion regulation.

Teaching notes are available for educators only.

CSS 8: Marketing.

This chapter examines the ICC Advertising and Marketing Communications Code of 2018. The primary themes of this Code are advertising and marketing communications. This is a lengthy Code – in addition to an Introduction, it has been developed over four chapters and two annexes. The ‘technologically enhanced’ marketing communications seem to have prompted the International Chamber of Commerce to draft this Code of Conduct.

This Code emphasised the self-regulatory Codes of Conduct in the hope that self-regulatory codes of conduct should convince customers of their social responsibility. This Code also believes that high sense of social responsibility will achieve the principal purpose of it. This Code should be more useful if the member States take it seriously and implement its provisions in their own interests.

This study aims to investigate the impact of customers’ delight on the likelihood of frontline employees (FLEs) receiving expressions of gratitude from customers, as well as the subsequent effects on their customer-focused and coworker-focused behaviors. Additionally, it examines how customer orientation moderates the relationship between FLE’s likelihood of receiving customer gratitude expressions and their performance behaviors.

The study used a sample from a Canadian retailer specializing in the sale of artistic and creative materials for artists, crafters and hobbyists. Longitudinal data was collected through a survey administered to frontline employees, unit managers and customers, spanning 7 assessment waves over a 12-month period. In total, the data set comprised 1,609 individual observations and 3,533 customers nested within 35 business units. The hypotheses were tested by using a multilevel longitudinal modeling approach.

This research has yielded important insights. First, significant relationships emerged between enhanced customers’ delight and an increased likelihood of FLEs receiving expressions of gratitude from customers. Second, gratitude expressions received from customers were found to be positively associated with prosocial behaviors toward both customers and coworkers. Third, the findings indicate that the impact of receiving customer gratitude expressions on FLEs’ performance behaviors is more pronounced for employees with a high level of customer orientation.

This study highlights the importance of investing in relationship-building strategies aimed at enhancing customers’ delight. This can motivate customers to express their gratitude toward service employees and to elicit higher prosocial behaviors from employees.

This study offers theoretical insights into gratitude, customer behaviors and employee performance in the retail industry. A pivotal contribution of this study to marketing literature lies in its paradigm shift, redirecting attention from the traditional examination of firm-customer relationships to a nuanced exploration of customer–employee relationships.

The aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver of negative consumer behavioural intentions.

This study takes a quantitative approach, using a sample of 300 Spain-based users of snow-sports brands. After validating the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth.

The results showed that collective and individual consumer-brand relationships (negative brand experience, consumer-based brand equity and symbolic incongruence) impact inward negative emotions towards snow-sports brands. Inward negative emotions directly influence brand hate, which in turn affects consumers’ intention to avoid brands, switch brands and engage in negative word-of-mouth.

This research provides novel insights into how individual and collective brand-centric relationships evoke inward negative emotions towards extreme sports’ brands, which in turn increases brand hate, and expands knowledge of how brand hate might increase the consumer’s intentions to avoid the brand, intention to switch brands and intention to engage in negative word-of-mouth.

Drawing upon extended-self theory, this research aims to understand how different access modes of consumption and product type influence consumers' perceptions of self-product connection and sense of individual and collective ownership.

Two experiments assessed the impact of access modes (temporary vs permanent) and product types (tangible vs intangible) on individual and collective psychological ownership (IPO and CPO) as well as the mediating role of self-product connection in these relationships.

Temporary access reduces IPO compared to permanent access. Moreover, self-product connection mediates the relationship between access modes and both IPO and CPO. Product type significantly moderates the degree of psychological ownership, with intangible products having a notable influence on the impacts of access modes on IPO and CPO.

Understanding the nuances of access-based consumption and its effects on psychological ownership can inform marketers and businesses in designing more effective strategies for product offerings and access modes. Highlighting self-product connection can aid in cultivating stronger consumer relationships and loyalty in access-based consumption contexts.

This study contributes to the existing literature on consumer access-based consumption by shedding light on the changing dynamics of material possessions and the psychological mechanisms underlying ownership perceptions in access-based models.

The purpose of this paper is to critically assess the function of the media during the COVID-19 pandemic. It tries to understand how media corporations selectively polish a certain narrative against the other. It will also take into consideration the role of fact-checking agencies and its reliability in determining what is right and wrong.

This study uses qualitative methods and relies on secondary data available in academic domains. In this paper, a specific case related with the COVID-19 pandemic is taken up. Conflicting accounts of health professionals both in academic and industry are compared and analysed. Professional integrity of fact-checking agencies as well goes through scrutiny.

After conducting a critical analysis, it is observed that media houses have violated certain ethics while presenting news and opinions during the COVID-19 pandemic. Without any consideration of fair presentation, the mainstream media resorted to presenting vaccine hesitancy as conspiracy and deplatformed such voice from the media. This violates one’s freedom to free speech and expression.

It is a viewpoint from the side of a free speech abolitionist.

Press will realize that it failed in a number of occasions to uphold and protect its ethical values.

A study questioning the role of media during the COVID-9 pandemic is rare. In this regard, adequate literature is always a difficulty considering the amount of censorship imposed by health agencies, academic institutions and the media. This particular study is built of limited yet reliable information made available by academicians and independent health professionals. As such, the value of work which focuses on the alternative perspectives is believed to add value to health professionals, policymakers, media professionals and the general population.

The model of pay-for-knowledge incentivizes individuals with financial rewards for sharing their expertise, facilitating a transactional exchange between knowledge providers (sellers) and seekers (buyers). While this model is effective in promoting paid contributions, its influence on free knowledge exchanges remains ambiguous, creating uncertainty about its overall impact on platform knowledge ecosystems. This study aims to explore the mechanim of how knowledge payment influences free knowledge contribution. Based on relational signaling theory, this study posits that a buyer’s payment for knowledge acts as a positive relational signal in the buyer–seller relationship and examines how the signaling effect varies across different social contexts through attribution theory.

This paper empirically tests the hypotheses by analyzing a data set comprising 630 instances from 359 unique knowledge sellers on Zhihu, a prominent knowledge-sharing platform in China. This paper use zero-inflated negative binomial models to conduct this analysis.

The findings reveal that when buyers pay for knowledge, this action positively influences sellers to contribute knowledge for free. However, the strength of this influence is moderated by the platform’s social functions: appreciation feedback tends to weaken this effect, while social network ties enhance it.

Prior research has predominantly focused on the financial incentives of pay-for-knowledge and its spillover effects on unpaid users’ activities. This study shifts the focus to the social dimensions of pay-for-knowledge, arguing that buyer-initiated knowledge payments signal buyers’ commitment to foster reciprocal relationships with sellers. It expands the literature on the relationship between knowledge payment and contribution, moving beyond financial incentives to include social factors, thus enriching our understanding of the interplay between paid and free knowledge activities. Additionally, the empirical evidence supports the efficacy of pay-for-knowledge in promoting both free and paid contributions within knowledge-sharing platforms.

Hedonic shopping is a growing phenomenon designed to enhance gamers’ virtual content shopping experience with increasing economic significance, yet limited attention has been dedicated to this area. Our study explores key hedonic motivations of virtual content shopping and how hedonic shopping value builds trust (trust in virtual content and trust in virtual retailers) that enhances the intention to pay for premium.

This research adopts a mixed-methods approach. Study 1 is qualitative; 19 semi-structured interviews were conducted with virtual game retail platform users. Study 2, based on the literature review and qualitative inquiry findings (obtained from Study 1), proposes a research model empirically validated by analyzing survey data administered to 437 online gamers from gaming zones, cybercafés and e-sports centers.

The results show that in-game shopping-related adventure-, gratification-, role- and idea-seeking motivations significantly influence gamers' perceived hedonic shopping value. In turn, perceived shopping value has a significant indirect effect through trust on gamers’ intention to pay for premium.

This research contributes to gaming literature by offering a comprehensive model that elucidates the role of hedonic shopping in increasing gamers’ trust, which explains purchase behavior in the virtual game retail context. The findings deepen the understanding of the game retailing landscape and offer strategies to build gamers’ trust, increase premium usage and retain existing spenders.