Search results

1 – 10 of over 175000
Article
Publication date: 11 July 2016

Pitsamorn Kilenthong, Claes M. Hultman and Gerald E. Hills

The purpose of this paper is to empirically test whether a systematic relationship exists between firms’ level of entrepreneurial marketing (EM) behaviours and firms’…

2131

Abstract

Purpose

The purpose of this paper is to empirically test whether a systematic relationship exists between firms’ level of entrepreneurial marketing (EM) behaviours and firms’ characteristics, including firm age, firm size and firm’s founder.

Design/methodology/approach

This paper quantitatively investigates EM behaviours from data collected from 752 business owners through structured interviews. The data analysis applied was multi-group confirmatory factor analysis (multi-group CFA).

Findings

Results from the analysis show that not all of the firms’ characteristics determine firms’ level of EM practice. The level of EM behaviours has a systematic relationship with firms’ age but not with the founding status of the firms’ manager. The impact of firm size on the level of EM behaviours is evident only when the firms’ age is taken into account.

Research limitations/implications

This paper concludes that relationships between EM behaviours and firm characteristics are more complicated than anticipated. Firms’ characteristics alone may not be a good measure for identifying the level of a firm’s EM. EM cannot be conceptualized solely in relation to the activities of small firms, young firms or founder-operated firms.

Originality/value

This paper examines EM behaviours in a large survey and uses multi-group CFA to examine firms’ EM practice through latent variables, instead of observed variables. The findings should complement knowledge regarding the EM concept generated from existing literature.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 18 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 23 October 2007

Robert D. Tamilia

The purpose of this paper is to present the contributions of Wroe Alderson to the buyer behavior literature from an historical perspective. His views of the consumer in the 1950s…

2740

Abstract

Purpose

The purpose of this paper is to present the contributions of Wroe Alderson to the buyer behavior literature from an historical perspective. His views of the consumer in the 1950s revolutionized the way we now teach and do research in this domain of marketing.

Design/methodology/approach

This research relied heavily on Alderson's own published work and the work of others familiar with his work. The historical research tradition of document interpretation was employed and personal interviews were conducted.

Findings

The findings revealed that Alderson contributed much to buyer behavior thought than is generally believed. This eminent theorist – practitioner was ahead of his time in his conceptualization of the consumer/household purchasing agent as an information processor and a problem solver in the behavioral process of buying and consuming.

Originality/value

A detailed account of Alderson's contributions to the then emerging science of consumer behavior is unique especially in the context of thought contributions originating from other sciences.

Details

European Business Review, vol. 19 no. 6
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 16 August 2023

Barış Armutcu, Rasim Zuferi and Ahmet Tan

The purpose of the current study is to help remove the obstacles to sustainable production and consumption by revealing the determinants of green consumption behaviour, which is…

Abstract

Purpose

The purpose of the current study is to help remove the obstacles to sustainable production and consumption by revealing the determinants of green consumption behaviour, which is one of the precursors of sustainable economic growth. This study aims to expand the theory of planned behaviour (TPB) model and contribute to the relevant literature by investigating the factors of social media usage, social media marketing and digital marketing interactions that have not been investigated before in relation to green product purchasing behaviour.

Design/methodology/approach

This study examines the effect of the extended TPB model on consumers’ intention to buy green products in Turkey, which has a Middle Eastern culture and is a developing economy. In the study, data collected from 409 participants with the questionnaire method were analysed using SmartPLS 4.0 and IBM SPSS 26 statistical programs.

Findings

The study findings revealed that all the structural elements of TPB (attitude, subjective norms, personal behaviour controls) and social media marketing and digital marketing interactions contribute to consumers’ green product purchasing behaviour. The study findings also demonstrated that the use of social media is not effective in the purchasing of green products.

Originality/value

Understanding consumers’ perspective on purchasing green products is crucial for policymakers, businesses and marketers, as it helps formulate appropriate strategies to support sustainable economic growth. In this respect, this study has important implications for sustainable consumption and production. In addition, to the best of the authors’ knowledge, the study is the first to examine consumers’ green product purchasing behaviour in the context of sustainable economy.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6204

Keywords

Article
Publication date: 12 February 2018

Fabio Lotti Oliva and Peter Kelle

The corporate ethical behavior is a subject that instigates the reflection and practice of researchers and managers in general. Companies dedicate efforts to offer something…

1299

Abstract

Purpose

The corporate ethical behavior is a subject that instigates the reflection and practice of researchers and managers in general. Companies dedicate efforts to offer something valuable to society, making profits and usually doing it in compliance with the current legal system. Specifically in marketing activities, there is a higher potential for conflict between the business conduct and the expectations of society. The purpose of this paper is to analyze the ethical gap of the marketing activities of companies in the Brazilian and French markets.

Design/methodology/approach

As a conceptual framework, the authors adopted the main theories on marketing activities, ethical behavior in marketing and business conduct. The field research was divided into three stages: qualitative research with experts, quantitative research with business managers and validation of results with experts. The analysis of results of the quantitative research with business managers was supported by multivariate analysis techniques, namely, descriptive analysis, cluster analysis and regression analysis.

Findings

In the analysis of results of this study, the authors present the main marketing behaviors in the perception of business ethics in the Brazilian and French markets. In addition, as the main result of the research studies, the authors propose a model for the analysis of ethical gaps in marketing.

Practical implications

The paper proposes a model of analysis of ethical gaps in marketing that relates the omissive and comissive behaviors according to the pressure that society imposes on markets.

Social implications

The paper presents the main marketing behaviors in the perception of business ethics in the Brazilian and French markets. Thus, understanding what are the main marketing behaviors associated with the perception of business ethics allows the organization to leverage its marketing behaviors that are more positive and further develop less positive marketing behaviors.

Originality/value

As the main contribution, this paper proposes a model of analysis of ethical gaps in marketing that relates the omissive and comissive behaviors according to the pressure that society imposes on markets. The model allows the identification of the negative marketing behaviors in the four quadrants designated as opportunism, negligence, recklessness and incompetence. By mapping the problems, it is possible to minimize or eliminate the differences between the marketing behaviors of the company and the expectations of society.

Details

Journal of Organizational Change Management, vol. 31 no. 1
Type: Research Article
ISSN: 0953-4814

Keywords

Article
Publication date: 14 February 2022

Ann-Marie Kennedy, Ekant Veer and Joya Ananda Kemper

This study aims to share the use of social marketing as pedagogy and provide a transformative social marketing pedagogy for social marketing educators. By this, the authors mean…

Abstract

Purpose

This study aims to share the use of social marketing as pedagogy and provide a transformative social marketing pedagogy for social marketing educators. By this, the authors mean the same principles used by social marketers to improve the well-being of a person or group are used as a pedagogic tool to bolster students’ learning and understanding of social marketing. In the described course, students are asked to choose one area of their lives to try and change using concepts taught to them in class. They are then asked to reflect on their personal change journey and apply it to others in the form of a social marketing plan.

Design/methodology/approach

The authors share a conceptual journey using social marketing as pedagogy following the evolution of a marketing for behavioural change undergraduate course. Benchmark criteria for social marketing are used to discuss and conceptualise a transformative social marketing pedagogy. The authors take a reflexive approach to explore course development, motivations, assumptions and activities to expand on their approach.

Findings

Social marketing as pedagogy suggests that behaviour change is not just taught through course content but also embedded throughout the course as a learning tool and outcome. A social marketing course can encourage individual behaviour change by asking students to critically reflect on their own behaviour change journey to fully experience and understand the underpinnings and implications for social marketing. In this way, the authors adopt transformative learning as the outcome of social marketing AS pedagogy. The authors suggest through experiential learning, including active learning and reflexivity, students are able to change their frame of reference or how they interpret the world around them, in regard to complex social issues, which may encourage behaviour change.

Originality/value

As social marketers, the authors must reflect not only on what they teach students (Kelly, 2013) but also on how they teach them. Previous literature has not provided any unique pedagogy for how to teach social marketing. This article provides the first pedagogy for social marketing education – the Transformative social marketing pedagogy which views social marketing AS pedagogy. The authors present the value of experiential learning as a three-pronged approach incorporating Interpretive Experiences, Transformative Experiences and developing Praxis, which includes elements of feeding forward and authentic assessment. This approach provides a unique contribution to the area by providing a pedagogical approach that goes beyond mere knowledge acquisition to transformative learning.

Article
Publication date: 1 March 2019

Wendy Ritz, Marco Wolf and Shaun McQuitty

This paper aims to examine small business’ participation in digital marketing and to integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) so as…

23172

Abstract

Purpose

This paper aims to examine small business’ participation in digital marketing and to integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) so as to explore the motivations and expected outcomes of such participation.

Design/methodology/approach

Data from 250 small business owners/managers who do their own digital promotion are collected through an online survey. Structural equation modeling is used to analyze the relationships between the models.

Findings

The results contribute to the understanding of small business’ digital marketing behavior by finding support for the idea that the technological benefits may not be the only motivators for small business owner/managers who undertake digital marketing. Moreover, and perhaps more importantly, the authors find that the DIY behavior model applies to small business owner/managers who must perform tasks that require specialized knowledge.

Research limitations/implications

The limitations of this research are that the motivations to undertake digital marketing are limited to those contained in the DIY and TAM models, and the sample may not be representative of all owners and managers who perform digital marketing for their small businesses. Therefore, future research is needed to determine if further motivations to conduct digital marketing exist and whether other samples produce the same interpretations.

Originality/value

This study presents empirical evidence supporting the application of the DIY model to a context outside of home-repair and extends the understanding of digital footprint differences between large and small businesses.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 1 December 2001

Marylyn Carrigan and Ahmad Attalla

Marketing ethics and social responsibility are inherently controversial, and years of research continue to present conflicts and challenges for marketers on the value of a…

185939

Abstract

Marketing ethics and social responsibility are inherently controversial, and years of research continue to present conflicts and challenges for marketers on the value of a socially responsible approach to marketing activities. This article examines whether or not consumers care about ethical behaviour, and investigates the effect of good and bad ethical conduct on consumer purchase behaviour. Through focus group discussions it becomes clear that although we are more sophisticated as consumers today, this does not necessarily translate into behaviour which favours ethical companies and punishes unethical firms. The article concludes by some thoughts on how marketers might encourage consumers to engage in positive purchase behaviour in favour of ethical marketing.

Details

Journal of Consumer Marketing, vol. 18 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 25 July 2019

Stephen Graham Saunders and V. Dao Truong

The purpose of this paper is to explore the dynamic nature of behaviour change over time and to gain insights into the effectiveness of social marketing efforts at three different…

Abstract

Purpose

The purpose of this paper is to explore the dynamic nature of behaviour change over time and to gain insights into the effectiveness of social marketing efforts at three different intervention points under three different delay time conditions.

Design/methodology/approach

A system dynamics simulation modelling approach was used.

Findings

The findings showed that the effectiveness of social marketing interventions at different points of intervention and delay times is dependent on complex dynamic system interactions and feedback loops.

Research limitations/implications

As the dynamic simulation model was an abstraction or simplified representation, it was only useful to gain insights into generalised patterns of behaviour over time.

Practical implications

The paper provided practical guidance to social marketers’ intent on gaining insights into “where to do” and “when to do” social marketing rather than “how to do” social marketing.

Originality/value

The paper provided theoretical and practical insights into the temporal nature of behaviour change and the effectiveness of social marketing interventions in influencing behaviour over time.

Details

Journal of Social Marketing, vol. 9 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 6 January 2012

Hongwei “Chris” Yang, Hui Liu and Liuning Zhou

The purpose of this paper is to integrate the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Palka et al.'s model to predict young Chinese consumers'…

4596

Abstract

Purpose

The purpose of this paper is to integrate the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Palka et al.'s model to predict young Chinese consumers' mobile viral attitudes, intents and behavior.

Design/methodology/approach

A paper survey was administered to 835 college students in Beijing, Shanghai, Kunming, and Liuzhou in summer and fall, 2010. The data were subject to statistic analyses including Pearson correlation, structural equation modeling, and backward regression with SPSS and AMOS.

Findings

The SEM model testing results confirmed the chain of young Chinese consumers' viral attitudes to intents to actual behavior. Subjective norm, perceived cost and pleasure were significant predictors of their viral attitudes. Their viral attitudes, perceived utility and subjective norm predicted their intent to pass along entertaining electronic messages. Their intent to forward useful electronic messages was determined by their viral attitudes, perceived utility and market mavenism. Their viral attitudes, intents and market mavenism predicted their mobile viral behavior.

Practical implications

It pays to foster Chinese consumers' favorable attitudes toward mobile viral marketing. It is advisable to know both target consumers and their associates very well. It is recommended to convince Chinese consumers that their friends and relatives can benefit greatly from viral content forwarding. Mobile messages with entertaining, useful, relevant and self‐involved values can go viral more easily.

Originality/value

The paper is probably the first study the integration of the TPB, TAM and Palka et al.'s model to predict Chinese consumers' mobile viral attitudes, intents and behavior.

Article
Publication date: 11 April 2016

Katherine Butler, Ross Gordon, Kate Roggeveen, Gordon Waitt and Paul Cooper

Drawing on value theory, this study aims to explore the perceived value of using energy efficiently amongst a low-income older population group. It aims to provide an empirical…

2206

Abstract

Purpose

Drawing on value theory, this study aims to explore the perceived value of using energy efficiently amongst a low-income older population group. It aims to provide an empirical exploration of the concept of value-in-behaviour, and, in doing so, identify that it is a logical addition to the extant concepts of value-in-exchange and value-in-use.

Design/methodology/approach

Exploratory focus group research was conducted to explore older, low-income people’s perceived value towards using energy efficiently in the contexts of their everyday lives. The research was conducted in regional New South Wales, Australia, with 11 focus groups of 59 people (40 females, 19 males) aged over 60 with a personal disposable income below $26,104 per annum.

Findings

Using this framework, functional, economic and ecological value appeared to be the most pertinent value dimensions for using energy efficiently, while social or emotional value was less relevant. Attention is drawn to how value in using energy efficiently emerges within the everyday contingencies and constraints configured by individual households’ financial, social, material and cultural contexts. These findings suggest that programmes in this area and with similar target groups would benefit from trying to promote and co-create such value.

Originality/value

The present study provides empirical evidence that consumers in a social marketing context appear to perceive value-in-behaviour in relation to using energy efficiently. This approach inspires social marketers to foster individual behaviour change through a better understanding of how value is created in everyday practices. This builds upon existing work on value in social marketing and suggests that value is an important concept that warrants continued theoretical, empirical and practical exploration.

Details

Journal of Social Marketing, vol. 6 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

1 – 10 of over 175000