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Advances in information technology have constantly impacted upon the global marketing strategies of firms. This paper assesses the implications that an Internet presence can bring to organisations’ global marketing strategies and evaluates the difficulties the Internet can pose to the global marketing strategies of firms, a topic often overlooked in published material. Providing real life examples of online corporate activism this article illustrates how the Internet facilitates an individual’s ability to hold corporations accountable for their actions and proposes strategies which marketers should consider when facing this other side of the Internet.

This paper aims to present exploratory research on how people in Aotearoa New Zealand experience and learn about fire, and how they think and feel about fire as adults.

A qualitative survey with a sample of 40 young adults aged 18–23 years in Aotearoa New Zealand were recruited through Prolific Academic. Reflexive thematic analysis was used to construct themes across participants experiences.

Four themes were constructed that described participants’ learning about fire and were named influence of context and internal responses to fire, development of normative beliefs about fire, learning how and when fire can be used and learning about fire safety. Two themes were developed that described participants thoughts and feelings about fire as an adult. These were named knowledge is power and emotional congruence with fire. Results highlight the significant role of parental modelling, reinforcement and sensory experiences in the way individuals experience and learn about fire.

Understanding fire learning is important for establishing which experiences may lead to appropriate and inappropriate fire use which in turn can inform fire prevention initiatives.

To the best of the authors’ knowledge, this research represents one of the first studies to directly examine fire learning in the general population.

The purpose of this paper is to challenge service researchers to design for service inclusion, with an overall goal of achieving inclusion by 2050. The authors present service inclusion as an egalitarian system that provides customers with fair access to a service, fair treatment during a service and fair opportunity to exit a service.

Building on transformative service research, a transformative, human-centered approach to service design is proposed to foster service inclusion and to provide a platform for managerial action. This conceptual study explores the history of service exclusion and examines contemporary demographic trends that suggest the possibility of worsening service exclusion for consumers worldwide.

Service inclusion represents a paradigm shift to higher levels of understanding of service systems and their fundamental role in human well-being. The authors argue that focused design for service inclusion is necessary to make service systems more egalitarian.

The authors propose four pillars of service inclusion: enabling opportunity, offering choice, relieving suffering and fostering happiness.

Service organizations are encouraged to design their offerings in a manner that promotes inclusion and permits customers to realize value.

This comprehensive research agenda challenges service scholars to use design to create inclusive service systems worldwide by the year 2050. The authors establish the moral imperative of design for service inclusion.

This study aims to test the efficacy of the awareness of a transformative health service communication intervention targeted to African refugees in Australia, designed to increase their intentions to participate in blood donation and reduce any identified barriers.

Following the intervention launch, a survey was administered to African refugees. The data were analysed with structural equation modelling.

Intervention awareness increases refugees’ blood donation knowledge and intentions. Although it has no direct effect on refugees’ medical mistrust or perceived discrimination, intervention awareness indirectly reduces medical mistrust. The findings, thus, suggest that the intervention was transformative: it directly and indirectly reduced barriers to refugee participation in blood donation services.

Limitations include a relatively small sample size, single-country context and measures that address blood donation intentions versus behaviours.

Addressing health service inequities through intervention awareness, via the mere exposure effect, can facilitate refugees’ health service participation and inclusion.

This study contributes to transformative service research and responds to calls to improve individual and community well-being by testing a transformative intervention targeted towards vulnerable consumers. Not all targeted refugees donated blood, but being encouraged to participate in this health service within the host society can foster their greater inclusion.

This paper aims to present two updated typologies of service failures and recoveries in the omni-channel context. These typologies are based on customer complaints and recoveries collected from the corporate Facebook pages of four omni-channel department stores, two operating in Australia and two in the UK.

A document review is used of 400 customer complaints and recoveries. Content analysis is used to condense the Facebook data into categories of failures and recoveries.

Customer complaints on Facebook were triggered by a multitude of varying failures in the omni-channel context, given that it is the service brand that customers are experiencing, not just retail channels. The most prevalent failures were “bricks and mortar” shopping, delivery, marketing activities including communications and pricing, quality of goods and customer service. For service recoveries on Facebook, the four-dimensional justice framework appears valid.

Study limitations include potentially missing details about the nature of the service failures and recoveries, including customer satisfaction with service recovery.

The typologies offer guidance to omni-channel retailers by showing the range of online and offline situations, including those unrelated to actual transactions that trigger customer complaints on Facebook and the tactics of recovering.

The authors contribute to the service domain by updating failure and recovery typologies to reflect the emerging omni-channel context, jointly exploring failures and recoveries on Facebook and applying a four-dimensional justice framework for recoveries on Facebook.

This paper aims to develop and empirically test a theoretical framework of consumer engagement with brands on Twitter.

Depth interviews were conducted to gain initial insights into consumer engagement on Twitter. Using a blend of the extant literature and interview findings, a theoretical framework, including antecedents, outcomes and moderators, was developed and empirically tested using cross-sectional survey data.

Brand customer service and brand intimacy positively influence consumer engagement on Twitter, and consumer engagement mediates the relationship between these antecedents and consumer co-promotion intentions. Consumer perceptions of a brand account’s popularity on Twitter and their likelihood of adding value to a brand are found to be moderators within the conceptual framework.

Caution needs to be exercised in generalising these findings beyond the Twitter context, and the use of a cross-sectional survey means causality cannot be inferred.

Brands need to be perceived as providing excellent customer service and intimate brand knowledge on Twitter to drive consumer engagement and co-promotion. Brands are recommended to develop strategies to increase their Twitter following, including rewarding consumers for their contributions on the brand’s Twitter account to signal that they are valued.

The authors add to the emerging literature on consumer engagement on social media in two key ways, by developing and testing a theoretical framework of consumer engagement in the Twitter context and by identifying moderators in the consumer engagement process on Twitter.

Transformative service research (TSR) and social marketing share a common goal, which is to institute social change that improves individual and societal well-being. However, the mechanism via which such improved well-being results or so-called “transformation” occurs, is not well understood. The purpose of this paper is to examine the claims made in the TSR literature to identity the themes and scholarly meaning of “transformative” service exchange; ascertain the mechanisms used in service contexts to realize transformation, including to motivate long-term, sustainable societal change; and develop a transformative service exchange continuum to guide research and managerial approaches that aim to create uplifting social change. The authors recommend their continuum as a framework to inform how social marketing and service scholars design service solutions to address wicked social problems.

This paper presents a qualitative study where Leximancer, a text-mining tool, is used to visualize the structure of themes and concepts that define transformative service exchanges as explained and applied in the literature. Additionally, a profiling analysis of transformation as it is discussed in the TSR literature is used to identify the mechanisms that service marketers have developed to establish current theorization of service thinking for social change. These qualitative phases of analysis then inform the development of the transformative service exchange continuum.

A scoping review identified 51 articles across 12 journals, based on this study’s selection criteria for identifying transformative service exchanges. The Leximancer analysis systematically and efficiently guided the authors’ interpretation of the large data corpus and was used in the identification of service themes. The use of text-mining software afforded a detailed lens to enrich the authors’ interpretation and clarification of six high-level concepts for inclusion on a transformative service exchange continuum.

This paper aims to unpack the meaning of transformative service exchange by highlighting the mechanism(s) used by researchers when designing social change outcomes. It contributes to TSR via the development of the continuum across micro, meso and macro levels. The temporal nature of transformative service exchanges is also elucidated. This continuum integrates current TSR studies and can guide future service studies in the TSR and social marketing domains.

Draws on excerpts from interviews with six women teacher/leaders in Taranaki, New Zealand to explore arguments that in Western cultures men maintain power and control of the sexual division of labour in the home, which is allied to a sexual division of labour at work. Uncovers some of the links between the women’s home and school experiences in their accounts of their negotiations of what have commonly been seen as contradictory subject positions of leader/wife; mother/career woman. Shows from the women’s stories about their personal lives and aspirations, however, that for reasons that were quite complex, some of them were themselves maintaining gendered divisions of labour. Suggests some implications for further research.

The purpose of this paper is to highlight the use of small river ferries as an under-researched but novel mode of travel which enhances and brings new dimensions to tourist experiences of travelling landscapes.

The study used a mixed methods approach including participant observation, a survey and interviews with ferry users and staff at one river crossing in South West England.

The ferry attracts tourists as a different and practical mode of transport. The river crossing provides an experience of being on water, and the material structure of the ferry significantly shapes on-board interactions whilst providing new perspectives of place.

This article draws on data collected for a study of ferry crossings conducted at three sites in Devon and Cornwall, England, using multiple methods. The material presented in this article focuses on one site and draws on four interviews, twelve reflection cards and observations.

The research highlighted the extent to which the ferry is dependent on tourist use. At the same time, it reveals the extent to which the crossing enriches the tourist experience and celebrates a ferry’s contribution to local place-making.

The majority of research on ferry crossings focuses on commuter experiences, marine crossings and larger passenger vessels. This article makes an original contribution to literature on ferries, as it offers a perspective on tourist experiences of river ferry crossings, reveals how the ferry structure influences interrelations on-board and provides distinctive insights into place through a focus on movement across water.

Clinical placements within healthcare are fundamental to student development and higher education institutions need to ensure that students’ learning within practice is supported. There is an increasing evidence base to suggest that simulation may help to bridge this gap. The purpose of this paper is to describe how a cohort of 85 first‐year mental health students undertook a simulation project, in which they followed the admission of a virtual patient (in the form of an avatar) called Mohammed, to an acute inpatient ward. This simulation project was a two‐week experience for student nurses, whereby they engaged with a virtual service user and worked in teams and as individuals to support his recovery. This project allowed students to practice their clinical skills and communication skills within a safe and supportive environment.

This paper is an evaluation of a two‐week experience for student nurses where they were supported to engage with a virtual service user. It was designed to provide students with exposure to decision making, critical thinking and the application of clinical reasoning in a simulated working environment. Students were able to practice their clinical and communication skills within a safe and supportive environment. Student understanding was measured before the project began, on completion to measure any changes and again when the student had had returned to practice to see if they had maintained their skills.

Several emergent themes were identified: first, students acknowledged a greater level of learning during activities which they considered most challenging and in some cases the least enjoyable. This raises questions about the management of emotions in unfamiliar learning situations and of student expectations around the “Gamification” of learning. Students wanted increased interaction with the avatar and there is potential to continue to develop this project in terms of measuring application of knowledge and student performance by using innovative assessment and engagement strategies.

This project provides a platform for the active contribution of service users, carers and specialist teams. It allows educational input to closely align to practice needs, for lecturers to support and feedback on practice experiences and it opens up flexible and remote working for students. With an understanding of the principles and practice behind it, this project could be adapted for other practice and managerial learning events. Some examples include: multi‐disciplinary team‐building activities, to form part of an assessment or interview process, or integrated within a provider's own polices and opportunities for practice learning, such as preceptorship.

This paper explores opportunities for creative engagement in learning with service users, practice teams and students and it highlights the need for an evidence base around simulation for mental health nurse education.