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While the value of stakeholder involvement in destination marketing and branding has been emphasized, little research has been conducted on the inner workings of collaborative initiatives. Based on the case of the Athens Tourism Partnership, Greece, this study aims to map the value co-creation process as it unfolds in joint destination marketing and branding initiatives.

To capture the way partners collaborated to create the brand of the city, this study collected data through participant observation and analyzed it using Classical Grounded Theory principles.

The study reveals the different types of relationships and their characteristics that develop when an airline-airport-destination authority partnership is established to enhance destination brand and the potential dynamics of the collaborative initiatives.

The FiNE framework has been developed and can guide stakeholders who wish to collaborate to co-create the destination brand. This study offers theoretical and practical implications for destination authorities and tourism stakeholders to initiate, manage and implement collaborative initiatives that may empower the destination brand and deliver win-win outcomes.

Customer engagement (customers’ behavioral manifestations going beyond customer-firm purchase transactions) has been regarded as strategic imperatives for generating enhanced corporate performance. The plethora of new media has provided customers with different options to interact with firms and other customers. However, the primacy of value-laden interactive customer relationships and value co-creation raises challenges for firms and customers, especially in the context of broader business ecosystems such as brand partnership for extending value co-creation. This study aims to explore how customer engagement with well-designed choreograph of various new media’s channels can increase the value co-creation extent in the context of broader business ecosystems, resulting in higher levels service offerings, experiences and innovation.

This exploratory study presents a new framework of customer engagement that holistically integrates the elements of multiple new media and broader business ecosystem, stimulating a virtuous circle of realizing customer engagement toward superior results or innovations. The framework considers new media’s different information service and technologies (e.g. search engine, social recommender, social media) that can be properly choreographed to achieve a virtuous customer engagement circle.

This paper uses an exemplar framework's instantiation – an information technology enabled engagement platform (called iEngagement) – that can demonstrate how to empower the central companies together with their eco-stakeholders to holistically perform customer engagement utilizing new media toward fruitful customer engagement.

This exploratory study is among the first that addresses the theory and practice of customer engagement within multiple new media and broader business ecosystem. This paper presents a customer engagement framework and an exemplified engagement platform that holistically integrate the elements of multiple new media and broader business ecosystem, for stimulating a virtuous circle of realizing customer engagement toward superior results or innovations.

The purpose of this paper is to describe in-depth a community-based social partnership, emerged in response to the financial crisis in Greece, with members from the private, public and civic sectors, using a case example of a grass-root self-organised national network.

Formal and informal interviews as well as written communication with members of the partnership mainly formed the basis for the analysis. Topics covered formation and implementation activities, outcomes, relationship issues, such as trust and links to social capital.

A shared community risk and a national media campaign to increase public awareness of the issue were catalysts for individuals’ sensitisation and participation in the partnership. The shared risk was the loss of community’s social cohesion, through poverty aggravated by the financial crisis. Self-organisation led to innovative relationships, whereas trust, collective action and collaboration show social capital attributes in the partnership enabling resilience development.

The research contributes in the fields of community-based partnerships and engagement in building community and crisis resilience. The findings are based on a case example. More evidence is needed in order to derive generalised statements about the partnership’s contribution to crisis resilience.

The partnership has shown impact on community engagement, health and well-being.

This paper presents a partnership type for building community and crisis resilience with the case example of one such partnership in Greece, formed to alleviate community distress caused by the crisis.

Social ventures have been reported to have a hard time obtaining funding. A growing number of social ventures have used crowdfunding as a viable alternative fundraising tool. This paper aims to investigate among social ventures, what makes some more successful than others in crowdfunding.

Theoretically, this study builds upon three streams of literature: nonprofit fundraising literature, crowdfunding literature and social entrepreneurship literature. Empirically, it obtains data with a novel Web-crawling approach from the Indiegogo crowdfunding platform and analyzes them with a variety of statistical modeling.

This study finds that social ventures that have greater internal resources including team size and venture age, stronger partnerships with other entities and more frequent communications with backers via social media and updates have a higher tendency to successfully raise funds from the crowd than those social ventures that do not.

This study seeks to understand social ventures’ crowdfunding performance and identify the specific factors that have led some social ventures to be more successful than other social ventures. It builds a novel data set and uses different statistical models to explore the intersection of social entrepreneurship and digital crowdfunding. In addition, this study provides actionable strategies for social ventures to improve their crowdfunding performance while providing practical implications for increasing people’s knowledge of and participation in social entrepreneurship through education and public policy. Overall, this study contributes to both social entrepreneurship and crowdfunding literature while offering practical implications.

The purpose of this paper is to report on research designed to assess the impact of sponsorship financing of social marketing initiatives on the evaluation of those social marketing programs.

The research utilizes an in-depth, multi-method case study of the Canadian Mental Health Association Calgary Region (CMHA-CR) who carried out a social marketing campaign concerning mental health behaviors that was largely financed by sponsors.

The sponsorship of the CMHA-CR social marketing program was complex with a total of 15 stakeholders involved as sponsors, partners and grantors. The research reveals that while there is considerable sharing of objectives among the stakeholders in this sponsorship, not all objectives are shared between sponsors and sponsees, and not all objectives are shared between the public and private sector sponsors of the program.

The research showed that because sponsors and sponsees share in many of the objectives of the social marketing campaign, the evaluation of the social marketing campaign, particularly its ability to achieve the social marketing-specific objectives, is of interest to all the stakeholder parties, and effective social marketing evaluation must also incorporate evaluation of the non-shared objectives of all sponsorship stakeholders.

Increasing social needs, accompanied by reduced government funding and increased competition amongst not-for-profit (NFP) organizations for that funding, are driving NFPs to seek innovative approaches to financing their social programs. The research reports initial findings critical in this environment, as well as raises issues and questions related to future research.

A network of partners helps and assists a crowdfunding platform (CFP) in scouting, assessing and selecting projects. This cooperation increases the number of successful projects by attracting a sizable number of investors, proponents and attracting marginal investors when a campaign falls short of the threshold for success. This study examines the role of partner networks in a platform ecosystem, specifically in terms of number of different partners and their diversity in the performance of the crowdfunding campaign.

Using logistic and linear regressions, we analyze a sample of 233 projects, both funded and not funded, launched by 10 Italian equity CFPs between 2014 and 2018.

Our findings indicate that the variety of partners in a platform's network influence the probability of campaign success and how much capital the proponent company raises. CFPs are resource-constrained new ventures, and a network with a wider variety of partners ensures the strategic resources and competencies that are required in an early stage market, thus facilitating campaign funding.

The variety of partner networks could help CFPs to offer unique and strategic value propositions and define the competitive positioning of platforms.

This study provides a deeper understanding of the determinants of equity crowdfunding campaign performance by emphasizing the role of CFP's network of partners on the entire crowdfunding ecosystem and its underlying organizational elements.

The purpose of this paper is to test a predictive model for organizational factors on the extent to which organizations involved in non‐governmental organizations (NGO) or bilateral partnerships conduct campaign planning research.

In‐depth interviews with 120 heads of organizations running AIDS campaigns in Uganda were conducted. The interviewers queried the participants regarding characteristics of their organization and the extent to which they conducted campaign planning research during their last campaign. The information was assigned to quantitative categories, so that the predictive model could be tested using path modeling software.

The results of the path analysis indicated that the model fits the data well. An emergent finding from the path analysis involved the relationship between the number of trained staff workers and the tendency to solicit outreach worker feedback. Organizations with a greater number of trained staff workers sought outreach worker feedback to a greater extent during the campaign. The model also clarified that none of the tested variables predicted the organization's frequency of pretesting campaign messages.

Limitations of the current study include its single‐issue and single‐country focus. Organizational factors were excluded in this study that may be relevant and should be considered in future research (e.g. size of the organization, management style, public versus private). The factors included in this study, however, are commonly studied characteristics of organizations. Regardless of location, organizations differ in terms of financial resources, formalization, and focus, and engage in formative research to varying extents. Research is also an important part of the campaign process, regardless of the issue or organization type.

NGOs that involve community outreach workers for assistance in crafting campaign messages and test early messaging strategies with audience members are likely to see improved campaign effectiveness and improved cultural competencies.

By identifying the characteristics of local organizations that may facilitate formative research activities, this study makes a significant contribution to the literature on HIV/AIDs and health communication campaigns. As the context surrounding HIV/AIDS campaigns continues to evolve, NGOs and bi‐lateral organizations are in continued demand to develop new and more effective campaign messages to address emerging issues.

Act‐Belong‐Commit is a community‐based positive mental health promotion campaign that targets individuals to engage in activities that enhance their mental health while targeting community organisations that provide such activities to promote their activities under the banner of the Act‐Belong‐Commit message. This paper aims to detail key findings from a population impact evaluation of the campaign conducted in 2010.

Computer‐assisted telephone interviews (CATI) were conducted on a randomly selected adult sample (n=1,113) using quotas to obtain equal representation by age and gender. The questionnaire contained items gauging campaign reach, the impact of the campaign on individual beliefs and behaviours, and perceived societal impact of the campaign on mental illness stigma and openness to mental health issues.

The campaign reached 75 per cent of the population. Amongst those exposed to the campaign, 25 per cent reported changing the way they thought about mental health and mental illness, and 20 per cent reported some behaviour change. The campaign was perceived to be effective in making people more open about mental health issues (77 per cent of reached respondents) and reducing stigma surrounding mental illness (68 per cent of reached respondents).

The campaign provides a framework for increasing mental health literacy on a population scale.

With its focus on the positive aspects of mental health, the paper shows that the campaign is unique in promoting behaviours that people can and should do to build and maintain good mental health, while also encouraging community organisations and groups that provide mentally healthy activities to partner with the campaign to make mental health “everybody's business”.

The purpose of this paper is to investigate the overall campaign reach and impact of the ABCs of Mental Health in Denmark; a secondary objective is to investigate how mental health-promoting beliefs and actions are associated with good mental health.

A questionnaire was administered to two representative cross-sectional samples of the Danish population (1,508 respondents in 2019; 1,507 respondents in 2021) via an online survey. The data were subsequently pooled together into one sample consisting of 3,015 respondents. In addition to questions pertaining to campaign reach and impact, the questionnaire also included a validated scale for mental well-being and questions about beliefs and actions in regard to enhancing mental health.

About 7.6% had been reached by the campaign (familiar with ABC name or messages), or 11.9% when also counting familiarity with campaign slogans. Among these, respondents reported (proportions in parentheses) that the campaign had 1) made them reflect on their mental health (74.2%), talk to friends and family about mental health (35.5%), given them new knowledge about what they can do to enhance mental health (78.4%), or take action to enhance their own mental health (16.2%). An internal well-being locus of control and proactive behaviours towards enhancing mental health are shown to be associated with higher mean scores on mental well-being, lower odds of low mental well-being and higher odds of higher mental well-being.

An internal well-being locus of control and proactive behaviours towards enhancing mental health are suggested to both prevent low levels of mental well-being and promoting high levels of mental well-being. The results indicate that the ABCs of Mental Health campaign may be implemented to promote such beliefs and actions universally throughout the population.