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Open Access
Article
Publication date: 15 June 2020

Tomi Oinas, Petri Ruuskanen, Mari Hakala and Timo Anttila

In this study, the authors examine whether social capital embedded in individuals' social networks is connected to employees' long-term income development in Finland.

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Abstract

Purpose

In this study, the authors examine whether social capital embedded in individuals' social networks is connected to employees' long-term income development in Finland.

Design/methodology/approach

Analyses are based on 25–35-year-old employees from the Finnish Living Conditions Survey of 1994 combined with register data on earned incomes from 1995 to 2016. The authors used questions addressing the frequency of meeting parents or siblings, spending free time with co-workers and participation in associational, civic or other societal activities as measures of the extent of network capital. Ordered logistic model was used to examine whether the size and composition of social networks differ by gender and socio-economic status. Linear growth curve models were employed to estimate the effect of social capital on long-term income development.

Findings

Results indicate minor differences in network composition according to gender, but large differences between socio-economic groups. The authors found that income development was faster for those who participated in civic activities occasionally or who met their relatives or co-workers on a monthly basis, that is, for the “middle group”.

Research limitations/implications

Results are generalizable only to Finnish or Nordic welfare state context. The authors’ measures of social capital come from cross-sectional survey. Thus, the authors are not able to address the stability or accumulation of social capital during life course. This restriction will probably cause the authors’ analysis to underestimate the true effect of social capital on earned incomes.

Practical implications

Moderate-level investments to network capital seem to be the most beneficial with regard to the long-term income development.

Social implications

The study results give support to the idea that social capital can be transformed into economic capital. The results also imply that in economic terms it is important to balance diverse forms of social capital. At the policy level, a special emphasis should be directed to employees with low-socio-economic position. These people are especially vulnerable as their low level of income is combined with network composition that hinders their further income development.

Originality/value

The combined survey and register data give unique insight on how the social capital embedded in individuals' social networks is connected with long-term income development.

Details

International Journal of Sociology and Social Policy, vol. 40 no. 11/12
Type: Research Article
ISSN: 0144-333X

Keywords

Open Access
Article
Publication date: 2 December 2021

Mari Hartemo

The purpose of the study is to examine how utilizing volunteered data influences the response and unsubscribe rates of e-mail marketing to consumers.

3165

Abstract

Purpose

The purpose of the study is to examine how utilizing volunteered data influences the response and unsubscribe rates of e-mail marketing to consumers.

Design/methodology/approach

In three longitudinal field experiments conducted among 1,864 applicants of a higher education institution, the study compares customized marketing e-mails based on volunteered consumer data to e-mails that are personalized based on observed consumer data and to control e-mails that are not tailored by the marketer at all.

Findings

The results indicate that marketers should make consumers active participants in the communication process, as response rates are higher in those e-mails where volunteered data are utilized. However, the unsubscribe rate is the highest in customized e-mails.

Research limitations/implications

The authors demonstrate that e-mails displaying empowering aspects influence consumers' behaviors and lead to outcomes that mostly outperform non-empowered e-mails.

Practical implications

Compared to other forms of interactive marketing, e-mail has lagged behind in both popularity and customer-friendly implementation. However, it has the potential to succeed if marketers pay more attention to consumer empowerment. As over 306 billion e-mails are sent worldwide daily and 75% of marketers use e-mail when contacting customers, the increase in response rates can have a significant influence on their returns.

Originality/value

Unlike prior research the focus was on the process of tailoring, this perspective supports customer advocacy and emphasizes consumers' important role in creating engaging, empowering e-mail marketing communication.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

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