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Article
Publication date: 10 February 2020

Meenakshi Handa and Shruti Gupta

With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a…

Abstract

Purpose

With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions.

Design/methodology/approach

Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling.

Findings

The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign.

Practical implications

In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand.

Originality/value

The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.

Details

Journal of Indian Business Research, vol. 12 no. 1
Type: Research Article
ISSN: 1755-4195

Keywords

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Article
Publication date: 10 June 2021

Muhammad Arshad, Sharjeel Saleem, Rabeeya Raoof and Naheed Sultana

Unlike the previous studies that examined the direct relationship between media attention on entrepreneurship (MAE) and entrepreneurship participation, this paper aims to…

Abstract

Purpose

Unlike the previous studies that examined the direct relationship between media attention on entrepreneurship (MAE) and entrepreneurship participation, this paper aims to examine the mediated link through entrepreneurial intention.

Design/methodology/approach

The cognitive theory of media provides the foundation for predictions that primary outcome of MAE is the entrepreneurial intention which in turn affects the different types of entrepreneurship participation (early-stage startup activities, new product development [NPD] activities and informal investment activities). The test of the hypothesized model relies on panel data for 2010–2015 on 40 developing and developed countries taken from the Global Entrepreneurship Monitor report of 2015.

Findings

MAE has an indirect effect on two types of entrepreneurship participation (early-stage startup activities and informal investment activities) via entrepreneurial intention, whereas there is no direct or indirect effect of MAE on NPD activities. The findings also suggest when the entrepreneurial intention is added as a mediator in the model; the direct effect of MAE on early-stage entrepreneurial activities becomes insignificant.

Originality/value

To the best of the authors’ knowledge, this is the first study in its nature which established the relationship between MAE and entrepreneurial intention. In addition, this study also explained the mediation mechanism between the relationship of MAE and entrepreneurship participation by using the panel data.

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Article
Publication date: 8 February 2016

Maizaitulaidawati Md Husin and Asmak Ab Rahman

The purpose of this paper is to apply theory of planned behaviour (TPB) in predicting consumer intention to participate in takaful. One area of concern for takaful…

Abstract

Purpose

The purpose of this paper is to apply theory of planned behaviour (TPB) in predicting consumer intention to participate in takaful. One area of concern for takaful operators is the untapped Islamic insurance (takaful) market and lower market share compared to conventional insurance counterparts. It is possible that the application of the TPB could shed some light on the problem and possibly offer some assistance to the takaful operators.

Design/methodology/approach

Interrelationships among attitudes, subjective norm, perceived behavioural control and purchase intentions in regard to takaful products participation were examined within a framework of the theory of planned behaviour. A model and series of propositions are developed. The propositions are open to empirical verification and can form the basis for a research stream on takaful participation.

Findings

In identifying factors influencing takaful participation, TPB is used and the model incorporates certain individual factors that are likely to influence intentions towards takaful participation. The model proposes that individual factors such as awareness, knowledge and exposure have impacts on takaful participation.

Originality/value

This study provides insights for a previously unaddressed takaful participation among potential consumers. Prior work on determining participation of takaful has not applied TPB in an effort to understand the phenomenon.

Details

Journal of Islamic Accounting and Business Research, vol. 7 no. 1
Type: Research Article
ISSN: 1759-0817

Keywords

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Article
Publication date: 6 April 2020

Luke R. Potwarka, Ryan Snelgrove, Laura Wood, Georgia Teare and Daniel Wigfield

The purpose of this study was to examine whether watching a live track cycling event could increase youths' intention to participate in the sport, and to identify…

Abstract

Purpose

The purpose of this study was to examine whether watching a live track cycling event could increase youths' intention to participate in the sport, and to identify cognitive and affective mechanisms associated with post-event intentions.

Design/methodology/approach

A sample of youth spectators (n = 362) who experienced the 2016 Milton International Track Cycling Challenge completed pre- and post-event questionnaires to assess intention to participate and cognitive and affective components of their spectator experience.

Findings

Respondents' intentions to participate post-event were significantly higher than pre-event. Results also indicated that state inspiration mediated relationships between three cognitive dimensions of sport spectator experiences (i.e. fantasy, flow, evaluation) and intention to participate.

Practical implications

Sport managers should design youth day events to engage with youth prior to the event to increase their knowledge of the sport. This prior engagement may help youth to evaluate performances effectively. Moreover, event experience should be designed to incorporate vicarious and immersive experiences tailored to youth spectators.

Originality/value

The present study is one of the first to assess intentions to participate among youth spectators at multiple time points (i.e. before and after an event) and identifies specific mechanism within the spectator experience that may lead to a demonstration effect.

Details

Sport, Business and Management: An International Journal, vol. 10 no. 2
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 17 January 2020

Fan Jun, Juanni Jiao and Philip Lin

The purpose of this paper is to investigate the effect of gamification design elements of virtual corporate social responsibility (CSR) game on customers’ continuance…

Abstract

Purpose

The purpose of this paper is to investigate the effect of gamification design elements of virtual corporate social responsibility (CSR) game on customers’ continuance intention to participate in social value co-creation and the mediation effect of psychological benefit.

Design/methodology/approach

Three scenario simulation experiments of the between-subjects design were conducted to examine the influencing mechanism of reward mechanism of virtual CSR game on customers’ continuance intention to participate in social value co-creation.

Findings

The findings indicated that: there are significant differences between the effect of behavior-based reward and result-based reward on customers’ continuance intention to participate in social value co-creation; the psychological benefit plays a moderating role between game reward mechanism and customers’ intention to continuously participate in social value co-creation; the game narrative mode plays a moderating role in the influence of game reward mechanism on customers’ intention to continuously participate in social value co-creation; the background for game placement moderates the interactions of game narrative mode and game reward mechanism on customers’ continuance intention to participate in social value co-creation, namely there is significant interaction of gamification design elements on psychological benefit and customers’ continuance intention to participate in social value co-creation.

Research limitations/implications

This research has the following limitations. First, restricted by research conditions, the game scene, as the experiment material, can only be exposed to the participants in the form of text, thus customers’ psychological benefit (especially the entertainment experience) may be affected. Second, theoretical argument and literature support were not enough when the authors put forward the research hypotheses, due to the lack of research on the application of gamification in the CSR field. Third, considering the complexity, the authors took the psychological benefit as a unidimensional variable, in this research; it may be funnier to divide it into three variables. Finally, because the game design elements form into a virtual customer environment that jointly influences customers’ psychological benefit, the method of qualitative comparative analysis can be considered in future research.

Practical implications

It provides insights for marketers on the planning and design of a CSR strategy. The conclusions of this research have a certain guiding significance to the formulation of CSR strategy and the practice of social value co-creation. First, enterprises can apply gamification to the design of virtual CSR projects to promote customers’ continuance intention to participate in social value co-creation. Second, on the consideration of customers’ psychological benefit, enterprises should reasonably match such game design elements as game placement background, game narrative mode and game reward mechanism, when designing a virtual CSR game, so as to promote customers continuously participating in a virtual CSR project.

Social implications

Virtual CSR projects are in fact the activities that enterprise co-create social value with their stakeholders. So, the research on customers’ continuous participation in virtual CSR projects is helpful for increasing social welfare.

Originality/value

This study confirms the effect of reward mechanism of a virtual CSR game on customers’ continuance intention to participate in social value co-creation from the perspective of customer psychological benefit. It also provides insights for marketers on the planning and design of a CSR strategy.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 4 May 2020

Beomjoon Choi and Hyun Sik Kim

This study aims to investigate the impact of three types of online customer-to-customer interaction qualities on customers' participation intention through customer–firm…

Abstract

Purpose

This study aims to investigate the impact of three types of online customer-to-customer interaction qualities on customers' participation intention through customer–firm affection in online mass service contexts to address the influence of several types of intercustomer interactions.

Design/methodology/approach

The data were amassed using retrospective experience sampling. The hypothesized relationships were examined utilizing structural equation modeling.

Findings

The results demonstrate that the perceived quality of the friend-interaction (e.g. [non-]verbal online interaction with friends), neighboring customer-interaction (e.g. [non-]verbal online interaction with stranger users) and the audience-interaction (crowding) has a significant impact upon customer participation intention, mediated by customer–firm affection.

Research limitations/implications

This research was performed in the situation of online mass services (e.g. massively multiplayer online role-playing games). Future studies could extend the findings by conducting further studies across various types of services and by comparing results across different categories of mass services (e.g. hedonic vs utilitarian).

Practical implications

Online mass service marketers should focus on facilitating all three types of online customer-to-customer interactions (i.e. friend-, neighboring customer-, and audience-interaction). For example, online game developers may need to require users to communicate and collaborate with not only friends but also stranger users to progress and succeed in online multiplayer games.

Originality/value

The current study differs from prior research by addressing the influences of not only online intercustomer interaction qualities but also customer–firm affection on customer participation intention.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 8
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 2 October 2017

Jaime Ortiz, Wen-Hai Chih and Hsiu-Chen Teng

The purpose of this paper is to explore the relationships among cognitive-based trust, affect-based trust, sense of belonging, self-image congruity, perceived…

Abstract

Purpose

The purpose of this paper is to explore the relationships among cognitive-based trust, affect-based trust, sense of belonging, self-image congruity, perceived community-brand similarity, and information intention by applying the uses and gratification (U&G) theory and the dual mediating hypothesis in the context of Taiwanese social networking brand sites.

Design/methodology/approach

This study uses specific metrics to measure construct items. The respondents have used or currently use the Facebook Apple fan page for more than three months. This study conducts the online survey of mySurvey through the website and provides respondents with convenience store coupon rewards to increase the response rate. This study collects 500 samples with 381 valid samples and uses a structural equation modeling to test the research hypotheses.

Findings

The effects of cognitive-based trust on psychological factors are higher than the effects of affect-based trust on psychological factors. In addition, cognitive-based trust has the largest effect on perceived community-brand similarity as well as on self-image congruity. Hence, cognitive-based trust is far a more important factor than affect-based trust for the effects on psychological factors. Self-image congruity has significant and positive effects on the intention to give, obtain, and pass information. Self-image congruity has the largest effect on the intention to pass information as well as on the intention to obtain information, but sense of belonging has the largest effect on the intention to give information. The effects of perceived community-brand similarity on the intention to give information and the intention to obtain information are significant yet mild.

Practical implications

SNS members are eager to participate in e-word-of-mouth (e-WOM) activities via affection and social interaction, care for each other, and a feeling of concern. SNS managers should focus on members’ interaction content and processes to foster long-term relationships and create value propositions. Managers should use innovative online platforms to maintain communication and interaction in order to: provide cognitive trust among members; acquire members’ trust; retain members; and enhance members’ connectivity. SNS managers must increase members’ psychological connection, utilize cognitive-/affect-based trust, and attract brand devotion for common interests.

Social implications

In terms of the SNS members’ interaction and participation in interpersonal relationships, psychological perspectives can generate long-term reliance and sense of belonging. The willingness to exchange information and the involvement of continuous participation can affect the e-WOM behavior of giving and passing information. Brand fan page members are more willing to engage in e-WOM intentions when they have a higher self-image congruity and sense of belonging.

Originality/value

This study adopts the tricomponent attitude model to examine the relationship among cognition, affection, and behavioral intentions of community members between individuals and groups.

Details

Internet Research, vol. 27 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 20 September 2013

Rhonda Maria Young, Garry Raymond Prentice and Christopher George McLaughlin

There is a need to address the implications of offender electronic monitoring (EM) within Ireland. Thus this research examined prisoner EM participation intentions through…

Abstract

Purpose

There is a need to address the implications of offender electronic monitoring (EM) within Ireland. Thus this research examined prisoner EM participation intentions through an application of the Theory of Planned Behaviour (TPB) (Ajzen, 1991).

Design/methodology/approach

A male sample (n=101) from two Dublin prisons completed a TPB survey anonymously.

Findings

The moderately favourable prisoner attitudes suggested positive orientations towards participation in EM but did suggest some perceived difficulties. Subjective norms had a strong positive influence on intentions.

Research limitations/implications

Prisoner intentions were generally positive towards EM participation. This bodes well for future EM schemes in Ireland. It is also essential to gather other perspectives relevant to the prison system, when implementing EM.

Originality/value

The TPB offers an effective approach to understanding prisoner's EM intentions. More specifically, the TPB pinpointed the prisoners’ favourable intentions towards participating in an EM scheme by highlighting the influence of positive attitudes towards EM and their strong belief that significant others shared these positive attitudes.

Details

Journal of Criminal Psychology, vol. 3 no. 2
Type: Research Article
ISSN: 2009-3829

Keywords

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Article
Publication date: 24 August 2018

Shijiu Yin, Ying Li, Yusheng Chen, Linhai Wu and Jiang Yan

The purpose of this paper is to analyse the factors that influence food safety reporting intention and behaviour of the public.

Abstract

Purpose

The purpose of this paper is to analyse the factors that influence food safety reporting intention and behaviour of the public.

Design/methodology/approach

Data used in this study came from a questionnaire survey conducted in Shandong Province, China. The 642 qualified samples were analysed through structural equation model based on the expanded theory of planned behaviour to study public food safety reporting behaviour and its influencing factors.

Findings

Results indicated that participation attitude, subjective norm, perceived behavioural control (PBC) and moral norm had significantly positive effects on public reporting intention, which had a direct effect on behaviour. Among subjective norm, descriptive norm had a more significant influence on the intention to report than injunctive norm. PBC indirectly affected reporting behaviour through participation intention, and directly affected participation behaviour. Socio-demographic variables had significant influence on participation attitude, injunctive norm and PBC, whereas these variables had no influence on descriptive norm and moral norm.

Originality/value

This research is of academic value and of value to policy makers. To promote public participation in food safety reporting, the government should consider influencing factors of food safety reporting.

Details

British Food Journal, vol. 120 no. 11
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 8 August 2018

Ran Zhou, Kyriaki Kaplanidou, Dimitra Papadimitriou, Nicholas D. Theodorakis and Kostantinos Alexandris

The purpose of this paper is to explore the sources of inspiration for active participants in sport events, and the link between inspiration sources and event-related…

Abstract

Purpose

The purpose of this paper is to explore the sources of inspiration for active participants in sport events, and the link between inspiration sources and event-related outcomes (i.e. life satisfaction and behavioral intentions).

Design/methodology/approach

Research questions were examined using a Greek (n=264) and a US (n=103) sample of participants of two small-scale running events. Content analysis was used to identify and code the themes of inspiration, while a multivariate analyses of variance was performed to test the inspiration group differences on life satisfaction and behavioral intentions.

Findings

The qualitative findings revealed three categories of inspiration source identified in each sample. The quantitative results showed that the interaction between inspiration source and event type had an overall effect on participants’ life satisfaction and future participation intention. Specifically, findings highlighted the different roles of inspiration on influencing life satisfaction and participation intention of short-distance (i.e. 5 and 10k) event participants than those of long-distance (i.e. marathon) runners.

Research limitations/implications

This study identifies the sources of inspiration in small-scale sport events and provides preliminary empirical evidence where inspiration source and event type jointly influence participants’ life satisfaction and behavioral intentions.

Practical implications

Understanding the sources of inspiration provides event leveraging opportunities to inspire citizens to become more active in sports. Given that the sources of inspiration vary among different segments of event participants, event managers need to adopt differential communication and promotional activities geared to the needs of these targets.

Originality/value

The study provides the first empirical work exploring the sources of inspiration among active participants in small-scale sport events.

Details

International Journal of Event and Festival Management, vol. 9 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

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