Search results

1 – 10 of over 12000
Article
Publication date: 2 May 2022

Young Kim and Myoung-Gi Chon

The purpose of this study was to shed light on how effective environmental corporate social responsibility (CSR) communication can be achieved through persuasive…

153

Abstract

Purpose

The purpose of this study was to shed light on how effective environmental corporate social responsibility (CSR) communication can be achieved through persuasive communication strategies using message framing.

Design/methodology/approach

This study conducted an online experimental study with a 2 (narrative: narrative or non-narrative) × 2 (framing: gain or loss) between-subjects design.

Findings

The findings showed that environmental CSR communication using narrative framing messages is most effective in creating strong CSR associations between a company and the environmental CSR domain and sharing the company's CSR information on supportive communication and advocating for the environmental campaign.

Originality/value

This study highlights the importance of a company's environmental CSR communication efforts using the right message format (narrative style) to increase its persuasive sequence from CSR evaluation to supportive behaviors, contributing to theoretical development in the research of environmental CSR communication. This study suggests that environmental CSR campaign managers should first formalize the company's environmental responsiveness by clearly establishing policies and practicing CSR performance that could result in a strong CSR association before asking their target publics to engage in pro-environmental activities.

Details

Corporate Communications: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 5 July 2018

Ran Huang, Sejin Ha and Sun-Hwa Kim

This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are…

4096

Abstract

Purpose

This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are to examine how characteristics of a message giver (i.e. comprehension fluency, imagery fluency) and message receiver (i.e. transportability, need for affect) influence the narrative persuasion process which further affects consumers’ subsequent responses (i.e. positive affect, brand social networking services [SNS] attitudes and intentions) within the luxury hotel industry.

Design/methodology/approach

An online survey was performed via Amazon MTurk. A total of 193 usable responses from SNS users were obtained. The structural equation modeling approach was used to test the proposed model.

Findings

Results show that comprehension fluency and imagery fluency as message-giver factors and transportability as a message-receiver factor positively affect narrative transportation. In addition, narrative transportation leads to positive affect, brand SNS attitudes and visit intentions, while positive affect also influences brand SNS attitudes and visit intentions. Furthermore, additional analyses indicate that narrative transportation mediates the effects of comprehension fluency on affect and brand SNS as well as the effects of transportability on positive affect, brand SNS attitude and visit intention.

Originality/value

Characteristics of a message giver and message receiver altogether are not well understood in the current literature. Empirical evidence in this study contributes to the social media marketing and brand advertising research fields.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 7 December 2020

Xiaoting Xu, Mengqing Yang, Yuxiang Chris Zhao and Qinghua Zhu

Based on the examination of the roles of message framing and evidence type, this study made an analysis of the promotion methods of intention and information need towards…

Abstract

Purpose

Based on the examination of the roles of message framing and evidence type, this study made an analysis of the promotion methods of intention and information need towards HPV vaccination.

Design/methodology/approach

The study conducted a 2 (gain-framed messages vs loss-framed messages) × 2 (statistical evidence vs narrative evidence) quasi-experimental design built upon theories of message framing and evidence type. This experiment recruited college students who were not vaccinated against HPV as participants. The analysis of variance (ANOVA), the analysis of covariance (ANCOVA), and the independent sample T-test were used to test the hypotheses.

Findings

The results (N = 300) indicate that (1) Loss-framed messages will lead to a more favorable intention towards HPV vaccination than gain-framed messages. (2) Statistical evidence will lead to a more explicit information need than narrative evidence. (3) Message framing and evidence type will interact and (a) for statistical evidence, loss-framed messages will lead to a more favorable intention towards HPV vaccination than gain-framed messages and (b) for narrative evidence, gain-framed messages will lead to a more favorable intention towards HPV vaccination than loss-framed messages. (4) Message framing and evidence type will interact and (a) for loss-framed messages, statistical evidence will stimulate more explicit information need of HPV vaccination than narrative evidence and (b) for gain-framed messages, narrative evidence will stimulate more explicit information need of HPV vaccination than statistical evidence.

Originality/value

This paper can help to further understand the important roles of message framing and evidence type in health behavior promotion. The study contributes to the literature on how health information can be well organized to serve the public health communication and further enhance the health information service.

Details

Aslib Journal of Information Management, vol. 73 no. 1
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 26 August 2014

Jeanette Carlsson Hauff, Anders Carlander, Amelie Gamble, Tommy Gärling and Martin Holmen

The purpose of this paper is to investigate whether a narrative compared to a traditional fact-related format of financial information elicits more involved processing of…

1548

Abstract

Purpose

The purpose of this paper is to investigate whether a narrative compared to a traditional fact-related format of financial information elicits more involved processing of such information by consumers and therefore more informed choices of retirement savings.

Design/methodology/approach

A total of 394 undergraduates were recruited to three experiments. In Experiments 1 and 2 participants presented with information about a mutual fund were randomly assigned to one of four conditions (narrative format vs fact-related format crossed with optimistic vs pessimistic financial forecast). In both experiments dependent variables were positive affect, emotive response and purchase intention, and in Experiment 2 also scepticism about the information. Involvement and financial knowledge were furthermore measured in Experiment 2. In Experiment 3 information was presented about a savings account. Participants were randomly assigned to either a condition with a narrative or a fact-related information format. The dependent variables were the same as in Experiment 2.

Findings

The research finds support for that information about a financial message in a narrative format results in stronger positive affect, emotive response and purchase intention. No effect of scepticism toward the message is observed. Involvement and financial knowledge tend to interact with format. Mediation analyses support that positive affect induced by the narrative format impacts on emotive response which jointly with positive affect impacts on purchase intention.

Practical implications

The research suggests that a narrative message format may be used in marketing financial products to increase passive consumerś involvement.

Originality/value

The first demonstration of that a narrative format has an effect on processing of financial information.

Details

International Journal of Bank Marketing, vol. 32 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 3 April 2018

Zexin Ma, Xiaoli Nan, Yan Qin and Peiyuan Zhou

China and the USA are among the countries where depression is most prevalent. However, the treatment rate of depression is relatively low in these two countries. Negative…

Abstract

Purpose

China and the USA are among the countries where depression is most prevalent. However, the treatment rate of depression is relatively low in these two countries. Negative attitudes toward depression is one of the major contributor to the low-treatment rate. The purpose of this paper is to examine the use of narratives to promote positive attitudes toward depression in China and the USA. In addition, it examines that the psychological mechanisms underlying narrative persuasion in these two different cultural contexts.

Design/methodology/approach

An online survey was conducted in both China (n=84) and the USA (n=174). Participants were first asked to complete a short questionnaire about their demographic information and depressive symptoms. They were then asked to read a story featuring a college student with depression. After reading the message, participants completed another questionnaire measuring their attitudes toward depression, transportation (i.e. readers’ involvement with the story), and counterarguing (i.e. the generation of thoughts that dispute the persuasive argument).

Findings

Results from a multi-group analysis suggested that although narrative messages had similar persuasive effects for readers from different cultures, the relation between narrative transportation and counterarguing was different. For the US participants, the more they were transported to the story world, the less counter arguments they generated. However, transportation was not negatively associated with counterarguing for Chinese readers.

Practical implications

Findings provide implications for strategically using narrative persuasion to promote positive attitudes toward depression in different cultural contexts.

Originality/value

This study is the first to test the use of narratives to promote positive attitudes toward depression in different cultural contexts.

Details

Health Education, vol. 118 no. 3
Type: Research Article
ISSN: 0965-4283

Keywords

Article
Publication date: 20 September 2021

Hyun Hee Park

This study investigates the effect of consumers' brand attitude changes according to the fashion film type. Furthermore, it examines the psychological mechanism by…

Abstract

Purpose

This study investigates the effect of consumers' brand attitude changes according to the fashion film type. Furthermore, it examines the psychological mechanism by engagement and consumer fantasy proneness. This study is meaningful because it provides a more in-depth understanding of the use of fashion film as a means of consumer-oriented persuasion communication.

Design/methodology/approach

This research uses a 2(fashion film type: narrative vs non-narrative) × 2(consumer fantasy proneness: high vs low) mixed factorial design to test the hypotheses. ANOVA and the PROCESS macro mounted on SPSS was used to test hypotheses.

Findings

The group with high consumer fantasy proneness showed more changes in brand attitude when exposed to non-narrative than narrative fashion films, but the group with low consumer fantasy proneness showed no significant difference in brand attitude change according to the fashion film type. In addition, when consumer fantasy proneness is high, media and brand engagement for non-narrative fashion films increase sequentially, resulting in a greater change in brand attitude, whereas these psychological mechanisms do not work in groups with low consumer fantasy proneness.

Practical implications

Fashion brands should identify their respective target group when producing fashion films and choose differentiated narrative forms. In the case of pursuing a fantastic aesthetic value, the non-narrative type induces more attention and curiosity from consumers than the narrative type, which affects the feeling of a special bond or relevance with the brand.

Originality/value

This study has value in that it demonstrates the rationale for why a fashion brand needs to select a differentiated content structure according to the aesthetic value pursued when making a fashion film in branding work.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 4 September 2017

Abdolreza Eshghi, Juhi Gahlot Sarkar and Abhigyan Sarkar

The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent…

1947

Abstract

Purpose

The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type and individual task orientation on brand attitude is examined through the mediating role of AMI among a sample of adolescents in India. Moderating role of product’s technology intensiveness is also examined.

Design/methodology/approach

Experimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions.

Findings

The results show that the effect of ad copy type and individual task orientation on brand attitude is mediated by AMI. While both narrative and factual ad copies are found to increase AMI among the respondents, narrative ad copies generate greater AMI when compared with factual ad copies, irrespective of respondents’ task orientation or technology intensiveness of the product. Managerial insights regarding the type of online advertising that would generate a greater AMI and more favorable brand attitude among adolescent consumers are discussed.

Originality/value

The contribution of this research lies in providing the empirical evidence regarding the type of online advertising that can help marketers generate a greater AMI and cultivate more favorable brand attitude among the adolescent consumers.

Details

Marketing Intelligence & Planning, vol. 35 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 30 August 2022

Raul P. Lejano, Ahmadul Haque, Laila Kabir, Muhammad Saidur Rahman, Miah Maye Pormon and Eulito Casas

The intent of the work is to go beyond the conventional model of disaster risk prevention, where community residents are objects of risk communication initiatives, and…

Abstract

Purpose

The intent of the work is to go beyond the conventional model of disaster risk prevention, where community residents are objects of risk communication initiatives, and develop and implement a relational model of risk communication wherein they are active agents of knowledge transfer.

Design/methodology/approach

The relational model of risk communication translates risk knowledge into narrative forms that community members can share. The article discusses the conceptual basis of the model and, then, describes how it has been pilot tested and implemented in the field. Evaluation of the pilot tests consist of pre- and post-surveys comparing control and test groups.

Findings

Encouraging results have been seen among vulnerable communities, such as residents in a refugee camp and schoolchildren in a storm surge vulnerable town. These outcomes support the idea that the relational approach can empower residents to be active agents of risk communication.

Originality/value

The relational model taps into the knowledge and agency of community.

Details

Disaster Prevention and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0965-3562

Keywords

Open Access
Book part
Publication date: 29 March 2022

Iben Sandal Stjerne, Matthias Wenzel and Silviya Svejenova

Organization and management scholars are increasingly interested in understanding how “fluid” forms of organizing contribute to the tackling of grand challenges. These

Abstract

Organization and management scholars are increasingly interested in understanding how “fluid” forms of organizing contribute to the tackling of grand challenges. These forms are fluid in that they bring together a dynamic range of actors with diverse purposes, expertise, and interests in a temporary and nonbinding way. Fluid forms of organizing enable flexible participation. Yet, they struggle to gain and sustain commitment. In this case study of the SDG2 Advocacy Hub, which supports the achievement of zero hunger by 2030, we explore how the temporality of narratives contributes to actors’ commitment to tackling grand challenges in fluid forms of organizing. In our analysis, we identify three types of narratives – universal, situated, and bridging – and discern their different temporal horizons and temporal directions. In doing so, our study sheds light on the contributions by the temporality of narratives to fostering commitment to tackling grand challenges in fluid forms of organizing. It suggests the importance of considering “multitemporality,” i.e., the plurality of connected temporalities, rather than foregrounding either the present or the future.

Details

Organizing for Societal Grand Challenges
Type: Book
ISBN: 978-1-83909-829-1

Keywords

Open Access
Article
Publication date: 9 July 2021

Emad Rahmanian

Considering the central role of narratives in the articulation of the self, processing experiences and conveying meaning, many scholars in marketing and consumer…

Abstract

Purpose

Considering the central role of narratives in the articulation of the self, processing experiences and conveying meaning, many scholars in marketing and consumer behaviours have tried to study the subject. This pool of multi-disciplinary studies has yielded fragmented literature resulting in ambiguity. Therefore there is a need for an article, which studies the extant literature comprehensively. Hence, this paper aims to pursue two objectives, to summarize prominent research studies in consumption narratives and to suggest directions for future research.

Design/methodology/approach

The paper reviews 25 key studies on consumption narratives and highlights their most important contributions, methods and findings.

Findings

As in consumer narrative research, the concept almost always has been borrowed from different domains, the findings suggest a concise definition to fill this gap. Also, to enrich the findings, three-level of consumption narratives are discussed.

Originality/value

This paper serves as a basis to comprehend the essence of consumption narratives in the consumption context, to understand the research gaps and provides directions for future research.

Propósito

Considerando el papel central de las narrativas en la formulación de uno mismo, el procesamiento de las experiencias y la transmisión de significados, muchos académicos en marketing y comportamiento del consumidor han tratado de estudiar este tópico. Este conjunto de estudios de carácter multidisciplinar ha dado lugar a una literatura muy fragmentada y ambigua. Por tanto, se hace necesario un trabajo de investigación que estudie de menara exhaustiva la extensa literatura existente. En definitiva, este artículo persigue dos objetivos, resumir las investigaciones más destacadas sobre narrativas de consumo existentes en la literatura y sugerir orientaciones para futuras investigaciones.

Diseño/metodología/enfoque

Este artículo revisa 25 estudios clave sobre narrativas de consumo y resalta sus contribuciones, métodos y hallazgos más relevantes.

Resultados

Teniendo en cuenta que en la investigación sobre narrativas de consumo el concepto ha sido casi siempre tomado de diferentes ámbitos, los hallazgos sugieren una delimitación conceptual más concisa para cubrir este vacío. Asimismo, para enriquecer los resultados se analizan tres niveles de narrativas de consumo.

Originalidad

Este artículo sirve de base para comprender la esencia de las narrativas de consumo en el contexto del consumo, entender las brechas de investigación que aún existen en este ámbito y proporcionar guías para futuras investigaciones.

目的

考虑到叙事在自我表达、处理体验感受和传达意义方面的中心作用, 许多营销学者和消费者行为学者都试图对这一主题进行研究。由于研究成果横跨多个学科, 而导致文献支离破碎, 造成了歧义。因此, 有必要对现存文献进行综合研究。因此, 本文的研究目标有二, 一是总结当前消费叙事研究的主要成果, 二是为今后的研究指明方向。

设计/方法/方法

本文回顾了关于消费叙事的25个主要研究, 并强调了它们最重要的贡献、方法和发现。

研究结果

由于之前的消费者叙事研究中, 消费者叙事的概念几乎总是从不同的领域借用, 研究结果提出了一个简明的定义来填补这一空白。此外, 为了丰富研究结果, 本文还讨论了三个层次的消费叙事。

本文独创性

本文作为理解消费语境中消费叙事本质的基础, 来理解研究的差距, 为今后的研究指明方向。

1 – 10 of over 12000