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Article
Publication date: 10 July 2017

Sarah Maree Duffy, Gavin Northey and Patrick van Esch

The purpose of this paper is to extend the macro-social marketing approach by detailing a framework to better understand the driving forces of wicked problems.

Abstract

Purpose

The purpose of this paper is to extend the macro-social marketing approach by detailing a framework to better understand the driving forces of wicked problems.

Design/methodology/approach

This is a conceptual paper that uses the financial crisis in Iceland as a demonstrative example to show how social mechanism theory can help social marketers and policy makers overcome complexity and strive for the social transformation they seek.

Findings

This paper suggests the utility of social mechanism theory for understanding wicked problems, how they came to be and how social marketing practices can be applied to resolve market complexities.

Research limitations/implications

Social marketers need to identify what is driving what, to plan and implement interventions that will lead to the social change desired. This paper presents a framework that guides the analyst through this social change process.

Originality/value

This work provides social marketers with the means to understand the “moving parts” of a wicked problem to identify where an intervention is required to achieve the social change sought.

Details

Journal of Social Marketing, vol. 7 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 5 April 2022

Aimee Riedel, Rory Mulcahy and Gavin Northey

This paper aims, first, to examine artificial intelligence (AI) vs human delivery of financial advice; second, to examine the serial mediating roles of emotion and trust…

Abstract

Purpose

This paper aims, first, to examine artificial intelligence (AI) vs human delivery of financial advice; second, to examine the serial mediating roles of emotion and trust between AI use in the financial service industry and their impact upon marketing outcomes including word of mouth (WOM) and brand attitude; and third, to examine how political ideology moderates' consumers' reactions to AI financial service delivery.

Design/methodology/approach

A review of the extant literature is conducted, yielding seven hypotheses underpinned by affect-as-information theory. The hypotheses are tested via three online scenario-based experiments (n = 801) using Process Macro.

Findings

The results of the three experiments reveal consumers experience lower levels of positive emotions, specifically, affection, when financial advice is provided by AI in comparison to human employees. Secondly, across the three experiments, conservative consumers are shown to perceive somewhat similar levels of affection in financial advice provided by AI and human employees. Whereas liberal consumers perceive significantly lower levels of affection when serviced by AI in comparison to conservatives and human employee financial advice. Thirdly, results reveal affection and trust to be serial mediators which explain consumers' WOM and brand attitudes when financial services are provided by AI. Fourthly, the investment type plays an important role in consumers’ reactions to the use of AI.

Originality/value

To the best of the authors’ knowledge, this research is one of the first to study political ideology as a potential moderator of consumers’ responses to AI in financial services, providing novel contributions to the literature. It further contributes unique insights by examining emotional responses to AI and human financial advice for different amounts and types of investments using a comprehensive approach of examining both valence and discrete emotions to identify affection as a key explanatory emotion. The study further sheds insights relating to how emotions (affection) and trust mediate the relationship between AI and WOM, and brand attitudes, demonstrating an affect-attitude psychological sequence that explains consumers’ reactions to AI in financial services.

Details

International Journal of Bank Marketing, vol. 40 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 26 October 2018

Thi Nguyet Que Nguyen, Liem Viet Ngo, Gavin Northey and Christopher Agyapong Siaw

Drawing upon the resource-based view of the firm, this paper aims to develop and empirically validate a model that examines the relationships between technical knowledge…

Abstract

Purpose

Drawing upon the resource-based view of the firm, this paper aims to develop and empirically validate a model that examines the relationships between technical knowledge management infrastructure (TKMI), social KM infrastructure (SKMI) and competitive advantage provided by KM (CAPKM). The authors argue that KM process capabilities account for the direct effects of TKMI and SKMI on CAPKM.

Design/methodology/approach

The study used partial least squares —structural equating modelling (SEM) to empirically test the hypotheses using a sample of 251 firms from an emerging economy. The results were then confirmed using the bias-corrected bootstrap procedure. The study also conducted two robustness checks including examining a competing moderation model and performing fuzzy-set qualitative comparative analysis (fsQCA), a set–theoretic method that examines how causal conditions combine into all possible configurations of binary states to explain the desired outcome.

Findings

The findings show that TKMI and SKMI have positive effects on CAPKM. In addition, KM process capabilities mediate the direct effects of TKMI and SKMI on CAPKM.

Originality/value

This paper complements and advances previous research in several ways. Firstly, the paper develops a conceptual model that depicts the interrelationships between TKMI, SKMI, KM process capabilities and CAPKM. Secondly, this paper suggests the critical role of the “action” component (i.e. KM process capabilities) that capitalises on the KM resources in the creation of CAPKM.

Article
Publication date: 17 May 2022

Gavin Northey, Vanessa Hunter, Rory Mulcahy, Kelly Choong and Michael Mehmet

This research set out to examine how financial advice provided by a human advisor (vs robo-advisor) influences investment intentions in a retail banking context.

Abstract

Purpose

This research set out to examine how financial advice provided by a human advisor (vs robo-advisor) influences investment intentions in a retail banking context.

Design/methodology/approach

In two experiments, between-subjects experimental designs were employed to test the primary hypothesis and identify the underlying causal mechanisms that influence consumer investment decisions.

Findings

The results from two experiments indicate consumers have more belief in financial advice provided by a human financial advisor (vs robo-advisor), when the level of involvement is high. The authors also identify customer belief in the information and the customer's perception of the bank's “customer focus” as the causal mechanisms that have downstream effects on investment intentions.

Originality/value

This research is the first to examine how financial advice received from a human advisor (vs robo-advisor) influences investment intentions in a retail banking context. Furthermore, this research identifies high involvement as a key boundary condition moderating the effects on investment intention and identifies consumer belief in the advice, as well as the bank's perceived level of customer focus as the causal mechanisms influencing investment intentions.

Details

International Journal of Bank Marketing, vol. 40 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 30 August 2021

Bodo Lang, Joya Kemper, Rebecca Dolan and Gavin Northey

The purpose of this paper is to explore why and how sharing economy users switch from consumer (e.g. Airbnb guest) to provider (e.g. Airbnb host), and how this helps…

Abstract

Purpose

The purpose of this paper is to explore why and how sharing economy users switch from consumer (e.g. Airbnb guest) to provider (e.g. Airbnb host), and how this helps enrich self-determination theory.

Design/methodology/approach

The authors conducted an exploratory study with users who had been consumers (i.e. Airbnb guests) and had switched to being providers (i.e. Airbnb hosts).

Findings

Consumers switch to being providers across four phases: “catalysts”, “enablers”, “drivers” and “glue”. The authors identify various extrinsic and intrinsic motivations unique to the switch and map these against motivators postulated by self-determination theory.

Research limitations/implications

The authors propose a four-phase process through which consumers become providers. The present study enriches self-determination theory by showing how users' psychosocial needs are addressed through a variety of intrinsic and extrinsic factors that are unique to the role switch. The authors further show how the importance of the three key psychosocial self-determination needs varies through the switch process, thus providing a more nuanced understanding of users' drive for self-determination.

Practical implications

This study offers several recommendations to help sharing economy platforms improve their processes and communication to encourage a greater number of consumers to switch roles and become providers. These recommendations address two aspects: (1) encouraging consumers to switch roles and become providers (i.e. acquisition) and following this (2) encouraging providers to continue to perform that role (i.e. retention).

Originality/value

Much research has investigated why users become consumers (e.g. Airbnb guests) or providers (e.g. Airbnb hosts) in the sharing economy. However, research to date has not fully embraced the two-sided nature of the sharing economy. Therefore, this is the first paper to explore why and how consumers switch roles and become providers in the sharing economy, and how this helps enrich self-determination theory.

Details

Journal of Service Theory and Practice, vol. 32 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 9 July 2021

Felix Septianto, Gavin Northey and Scott Weaven

This paperaims to investigate a novel expectation by examining how framing a company as its constituent members (members frame) versus an organization (organization frame…

Abstract

Purpose

This paperaims to investigate a novel expectation by examining how framing a company as its constituent members (members frame) versus an organization (organization frame) can influence consumer evaluations of a product or service from this company.

Design/methodology/approach

Four studies were conducted examining the effectiveness of an organization (vs members) frame in a between-subjects experimental design (a pilot study, Studies 1a, 1b and 2). Study 2 also tested the moderating role of donation strategies (amount-focused vs frequency-focused).

Findings

Results show a members (vs organization) frame leads to a higher purchase likelihood of a product from a company engaging in corporate donations. Further, this framing effect is mediated by increased levels of consumers’ perceptions about how committed the company is to the cause and the emotion of moral elevation in response to the company’s corporate donations. Moreover, this effect is moderated when the company uses a frequency-based (vs amount-based) donation strategy.

Research limitations/implications

This research contributes to the literature on message framing by demonstrating how the same information about a company may lead to differential effects on consumer evaluations, depending on whether the company is framed as its constituent members versus an organization.

Practical implications

This paper presents significant managerial implications for small companies, in which the owner is the company, about how they can effectively communicate corporate donations to the consumers.

Originality/value

This research provides a novel perspective on how the same information about a company may lead to differential effects on consumer evaluations, particularly in the context of corporate donations.

Details

European Journal of Marketing, vol. 55 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 April 2020

Charmant Ndereyimana Sengabira, Felix Septianto and Gavin Northey

While luxury brands have increasingly pursued CSR activities such as corporate donations, this strategy may not be effective because there is an inherent mismatch between…

Abstract

Purpose

While luxury brands have increasingly pursued CSR activities such as corporate donations, this strategy may not be effective because there is an inherent mismatch between the concepts of “luxury” and CSR. The present research examines the effects of different types of donation strategies (frequency-focused vs. amount-focused).

Design/methodology/approach

Two experimental studies were conducted. Study 1 provides initial evidence to our prediction that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. Study 2 further replicates this using a different brand and establishes the underlying mechanism.

Findings

Findings show that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. This is because a frequency-focused strategy makes consumers perceive the luxury brand's commitment to help, which in turn reduces consumers’ skepticism toward their CSR activities.

Originality/value

The study illustrates a novel mechanism that shows when and how different corporate donations influence luxury brand evaluations.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 6 June 2019

Patrick van Esch, Sarah Maree Duffy, James Teufel, Gavin Northey, Edward Elder, Catherine Frethey-Bentham, Thomas B. Cook and Jonas Heller

The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55…

Abstract

Purpose

The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55 with particular attention to the ROI and the efficiency of the program.

Design/methodology/approach

Within subjects quasi-experimental design.

Findings

The ExerStart program is cost-efficient and effective delivering an ROI of 33 per cent. The participants of the ExerStart social marketing program significantly improved functional fitness. Further, this program demonstrates that this result may be achieved with just four exercises rather than six.

Practical implications

A successful, cost-effective, high-retention social marketing program is outlined for social marketers who aim to increase the functional fitness and independence of adults over 55 years.

Social implications

Two societal benefits, the first is that it provides direction about how to efficiently prolong the independence of adults over 55 years, and the second is that it decreases pressure and costs on the healthcare system. This may be useful for policy makers and social marketers alike.

Originality/value

The authors contribute to the literature in two important ways. First, this paper details a cost-effective intervention that improves the physical fitness of a significant and growing portion of the community and suggests additional considerations for future ROI calculations. Second, this paper contributes methodologically by introducing the senior fitness test (a new criterion-referenced clinically relevant physical fitness standard specifically developed for seniors).

Details

Journal of Social Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 26 July 2018

Patrick van Esch, Denni Arli, Jenny Castner, Nabanita Talukdar and Gavin Northey

Reports show that 6.77m people published blogs on blogging websites and more than 12m people write blogs using their social network. However, few studies have explored…

3601

Abstract

Purpose

Reports show that 6.77m people published blogs on blogging websites and more than 12m people write blogs using their social network. However, few studies have explored consumer attitudes toward bloggers and their advertising. Therefore, an effort to discover how paid blog advertisements influence consumer attitudes toward bloggers and the products they advertise will help marketers gain an understanding of how to use bloggers as paid sponsors to influence consumer purchase intent. Using online survey approach, a study recruited participants (n=210) through an online survey platform (MTurk). The results indicated that the similarity between the consumer and the ad creator is an important psychological reason why consumers are more likely to perceive advertisements as more authentic, more affective, less deceptive and more credible, and they are thus more likely to trust the blogger. On the other hand, the importance of ad attribute (authenticity) does not significantly influence consumers’ intention to purchase products advertised by a blogger. As consumers are becoming more skeptical of advertisements, blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting, the design, flow and clarity of the blogs must also be considered important factors. In addition, advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement; hence, promoting companies’ products and services through blogs can be an effective strategy to lower consumer skepticism barriers. The paper aims to discuss these issues.

Design/methodology/approach

Participants answered questions about their attitudes toward bloggers and their advertising when purchasing products in an online retail environment. Furthermore, participants also answered questions about their perceived trust in the bloggers themselves as well as the authenticity and credibility of the brand-related communication received from bloggers. Moreover, they reported on their attitudes toward how deceptive they considered bloggers and their advertising to be. Finally, participants reported how paid blog advertisements influence their purchase intent.

Findings

Similarity toward the ad creator is an important psychological reason behind consumers’ attitude toward blogs. Consumers who follow a blog often have the same interests and are thus more likely to support bloggers. This idea can be used as a segmentation strategy to reach particular consumers. Consumers who perceive similarity with the ad creator are more likely to recognize the ads as more authentic, affective, credible and trustworthy as well as less deceptive, regarding the blogger. Blogs need to be entertaining and a pleasure to view. Not only does the content need to be interesting but the design, flow and clarity of the blog are also important factors. Blog advertising needs to be believable, credible and honest. In the online world, trust and credibility are still paramount in attracting consumers’ engagement with the website, bloggers or social media.

Originality/value

Trust in the blogger did not influence consumers’ purchase intent; however, it did influence their attitude toward how similar they are with the blogger. In an online shopping environment, the human touch and personal contact between consumers and retailers has been lost. Consumers often leave the online transaction due to a lack of trust. Therefore, bloggers can be replacements for the missing “salesperson” in online interactions. Companies can use bloggers as the mediating person to reach their intended audiences, bridging the gap between the company and consumers.

Details

Marketing Intelligence & Planning, vol. 36 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 25 July 2019

Denni Arli, Patrick van Esch, Gavin Northey, Michael S.W. Lee and Radu Dimitriu

The purpose of this paper is to examine the effect of corporate hypocrisy and consumer skepticism on perceived corporate reputation. In addition, the effect of perceived…

1632

Abstract

Purpose

The purpose of this paper is to examine the effect of corporate hypocrisy and consumer skepticism on perceived corporate reputation. In addition, the effect of perceived corporate social responsibility (CSR) in mediating the relationship between corporate hypocrisy and consumer skepticism toward perceived corporate reputation.

Design/methodology/approach

An experimental design was employed to test the effects of corporate hypocrisy and consumer skepticism on consumers’ perception of a firm’s corporate reputation, as well as the role of perceived CSR as a causal mechanism. Analysis involved structural equation modeling (AMOS) to test hypotheses. A convenience sample (n=837) was recruited from the USA and Australia to allow for any national biases or brand familiarity effects and to ensure the results were robust and generalizable.

Findings

Corporate hypocrisy and consumers’ skepticism significantly influences perceived CSR and corporate reputation. Furthermore, a consumer’s level of perceived CSR acts as a causal mechanism, mediating the relationship between corporate hypocrisy and skepticism on perceived corporate reputation.

Practical implications

The importance of being transparent and honest toward consumers. When companies are inconsistent in their CSR activities, it increases consumers’ skepticism toward the brand. Nonetheless, CSR has a positive influence on the consumers’ perception of corporate reputation and this, in turn, will positively influences consumers’ support for the firm.

Originality/value

The first empirical evidence that companies producing vices (such as beer) generate lower expectations in the minds of the consumers, meaning there is less impact on brand reputation when consumers feel the CSR does not fit with the brand image.

Details

Marketing Intelligence & Planning, vol. 37 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

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