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1 – 10 of over 1000
Book part
Publication date: 29 December 2016

Karine Charry and Tina Tessitore

This chapter takes a deeper look into understanding an increasingly popular advertising tool – product placement (PP) – by defining it, examining its usage and measuring its…

Abstract

Purpose

This chapter takes a deeper look into understanding an increasingly popular advertising tool – product placement (PP) – by defining it, examining its usage and measuring its consequences, both from a marketing and a consumer welfare perspective. It also tries to reconcile these contradictory perspectives to achieve a common ground and a positive outcome for all stakeholders.

Methodology/approach

A literature review of current research findings, from both a marketing and public policy perspective, is used to arrive at a more balanced viewpoint of PP.

Practical implications

Public policy makers are advised to improve the consistency of current regulations in terms of PP disclosure in the media, regardless of where a programme is produced or broadcast, to help create savvier consumers. Marketers are advised not to fight against PP regulations, but rather to develop their creativity in order to avoid consumers rejecting the disclosed placement.

Social implications

We address consumers’ ability to raise a protective shield when they encounter a PP situation. We explain how certain disclosures regarding the commercial intent of PP may be more effective than others, thereby empowering consumers to manage their behaviour and make informed decisions. We then describe how PP can be used to educate consumers about pro-social issues in an entertaining, non-patronising way.

Originality/value

This chapter proposes to go beyond the usual divide between advertisers and policy makers to arrive at a balanced view, considering the positive role that PP may play in education, while mitigating its potential negative impacts through effective consumer training.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

Article
Publication date: 11 January 2022

Anna Schorn, Friederike Vinzenz and Werner Wirth

When promoting sustainable products on Instagram, influencer marketing can be an effective tool when they are perceived as credible because consumers usually cannot verify the…

2721

Abstract

Purpose

When promoting sustainable products on Instagram, influencer marketing can be an effective tool when they are perceived as credible because consumers usually cannot verify the sustainability of products themselves. However, when they disclose their posts as an ad, their credibility might be weakened which can lead to less interest in the product. Moreover, influencer marketing strategies usually focus on personal benefits and experiences, while advertisements for sustainable products emphasize altruistic motives. The purpose of this study is to investigate if the interest in the product and the credibility might be affected by such different benefit appeals.

Design/methodology/approach

A 2 (sponsorship: no disclosure vs disclosure) × 2 (benefit: ecological vs personal) between-subjects experiment with influencer posts promoting a sustainable travel accommodation was conducted to investigate how ad disclosures and benefits appeals affect the credibility of sustainability influencers and the interest in sustainable products among young consumers.

Findings

Disclosures and benefits appeals have no direct impact on the interest in further information about the product but on the credibility of the influencer. If an Instagram post for a sustainable accommodation was labeled as sponsored, the perceived expertise and likeability of the influencer were diminished. However, highlighting personal benefits instead of ecological benefits increased the influencers’ credibility compared to appeals emphasizing benefits for the environment.

Originality/value

In addition to sponsorship disclosures, other strategies of advertising literacy might be required to show young consumers how to cope with influencer advertising. Furthermore, it seems to be more important that influencers are popular and liked by their followers than that they are trusted.

Details

Young Consumers, vol. 23 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Book part
Publication date: 29 December 2016

Liselot Hudders, Verolien Cauberghe, Tine Faseur and Katarina Panic

The current study examines the effectiveness of brand integrations in music videos by taking into account the impact of both brand placement characteristics (i.e., brand…

Abstract

Purpose

The current study examines the effectiveness of brand integrations in music videos by taking into account the impact of both brand placement characteristics (i.e., brand prominence, valence of artist–brand relationship) and audience characteristics (i.e., artist connectedness).

Methodology/approach

A 2 (prominence: prominent vs. subtle) by 2 (valence: positive vs. negative) by 2 (connectedness: high vs. low) between-subjects experimental design is used. Each respondent first watched one music video via YouTube in which one branded product was placed either prominently or subtly. To manipulate the valence of the artist–brand relationship respondents were instructed to read a magazine article that revealed either a positive or negative attitude of the artist toward the placed brand. Two hundred twenty young adults participated in this study.

Findings

This study shows that prominent placements appear to be beneficial for the attitude toward the integrated brand when an individual is strongly connected to the artist in the music video, while subtle placements are beneficial both when an individual is weakly or strongly connected to the artist. Further, negative celebrity-brand relationships do not seem to affect brand attitudes in a negative way.

Practical implications

Embedding the brand in a music video gives marketers and advertisers the chance to reach consumers in a new, creative way. But this study shows that the advertiser should pay attention to the way in which the brand is integrated. Further, negative celebrity information does not seem to affect brand attitudes in a negative way. This makes the music video a very interesting medium for advertisers.

Originality/value

The current study contributes to previous research on brand placement by investigating the effectiveness of brand placements in music videos and the role of artist connectedness. In addition, the study is original as it includes valence in the model.

Article
Publication date: 1 June 1997

S.W. Wirth

Baker Hughes INTEQ, a mid‐size manufacturing operation, has successfully developed and implemented an innovative, visual, in‐process inspection programme that can be used on any…

362

Abstract

Baker Hughes INTEQ, a mid‐size manufacturing operation, has successfully developed and implemented an innovative, visual, in‐process inspection programme that can be used on any of the firm's highly technical products. This method of logical and systematic inspection creates a reliable, cost‐effective product geared towards today's fast‐paced manufacturing market, providing an alternative to expensive automated inspection equipment. This quality system monitors and records the assembly operation while allowing for continuous improvement to an already tight process control. The first step uses the flowchart method to teach assembly/inspection personnel a logical process of 100% inspection to replace random checking of the assembly. The next step introduces self‐inspection by systematically removing conventional inspection operations over a short period; the results are faster output, improved first time acceptance rates (less rework), and a higher quality product. For companies implementing visual in‐process inspection there are a number of factors to consider: temporary vs permanent employees, employee attitude, and workmanship standards. Implementation of this programme has been highly effective, reducing rework costs by approximately $10,000 per month. This paper explains how the visual, in‐process inspection programme was developed and implemented and how it can be used on any highly technical product. The programme is designed around a manufacturing cell (work area) concept that gives ‘power to the employees’ and leaves out the ‘traditional’ quality/manufacturing process.

Details

Circuit World, vol. 23 no. 2
Type: Research Article
ISSN: 0305-6120

Keywords

Content available
Book part
Publication date: 14 December 2023

Abstract

Details

Digitisation, AI and Algorithms in African Journalism and Media Contexts
Type: Book
ISBN: 978-1-80455-135-6

Book part
Publication date: 8 October 2018

Deena A. Isom Scott

This chapter has two central goals: (1) to present a foundational argument for status dissonance theory and (2) to apply its central propositions to understanding why some White…

Abstract

Purpose

This chapter has two central goals: (1) to present a foundational argument for status dissonance theory and (2) to apply its central propositions to understanding why some White Americans perceive anti-White bias. Building upon status construction theory, status dissonance theory generally posits that one’s overall status value determined by their combined status characteristics influences the degree they internalize normative referential structures. The salience of normative referential structures frames one’s justice perceptions, which creates status dissonance that manifests as a positional lens through which individuals perceive and interact with the social world. In an application of this framework, it is hypothesized that among Whites, one’s gender and class will impact one’s perceptions of resource reallocation (i.e., racial equality), which in turn impacts the likelihood one perceives anti-White bias generally and personally.

Design

Using the Pew Research Center’s Racial Attitudes in America III Survey, this study employs logistic and ordered probit regressions on a nationally representative sample of White Americans to assess the above propositions.

Findings

Among Whites, males, those whom self-identified as lower class, and the least educated have the highest odds of perceiving resource re-allocation, and in turn all of these factors increased the odds of perceiving anti-White bias generally in society as well as perceiving personal encounters of “reverse” discrimination.

Implications

The findings and theoretical propositions provide a foundation for additional investigations into understanding the causes and consequences of within and between group variation in perceptions and responses to social inequality as well as mechanisms to counter status hierarchies.

Open Access
Article
Publication date: 28 February 2023

Boshra Ahmed Halo, Rashid Al-Yahyai, Abdullah Al-Sadi and Asma Al-Sibani

Crops are increasingly affected by drought; hence, the current study explored the potential role of three desert endophytic fungi, Aspergillus fumigatus, Aspergillus terreus and…

Abstract

Purpose

Crops are increasingly affected by drought; hence, the current study explored the potential role of three desert endophytic fungi, Aspergillus fumigatus, Aspergillus terreus and Talaromyces variabilis, in conferring drought tolerance in tomato plants.

Design/methodology/approach

Preserved endophytic fungi from a Rhazya stricta desert plant were adopted to obtain the required fungal treatment; tomatoes received fungal treatments directly in plastic trays and subsequently in pots. Drought was applied using 15% of PEG-6000 at two stages: flowering and fruiting. The following parameters were measured: pollen sterility, growth characteristics, morphological analysis and biochemical analysis, including proline, gibberellic acid (GA3) and chlorophyll measurements; thus, the data were analyzed statistically using SPSS software.

Findings

All applied endophytes significantly promoted pollen viability and tomato yield under stressed and nonstressed conditions. Interestingly, these endophytes significantly enhanced the number of trichomes under drought stress and promoted tomato fruit quality. The colonized tomato plants accumulated a high proline level under drought stress but lower than un-inoculated stressed plants. Also, a significant rise in growth characteristics was observed by A. fumigatus and A. terreus under normal conditions. Moreover, both raised GA3 levels under drought-stressed and nonstressed conditions. Also these two endophytes enhanced chlorophyll and carotenoid contents under drought stress. Fruit characteristics were enhanced by nonstressed T. variabilis and stressed A. fumigatus.

Originality/value

The present endophytic fungi provide impressive benefits to their host in normal and drought-stressed conditions. Consequently, they represent valuable sources as sustainable and environmentally friendly alternatives to mitigate drought stress.

Details

Arab Gulf Journal of Scientific Research, vol. 41 no. 4
Type: Research Article
ISSN: 1985-9899

Keywords

Article
Publication date: 1 February 2023

Hoa Pham, Huu Phuc Dang and Bang Nguyen-Viet

The call for consumption reduction behavior has been getting more attention from scholars and practitioners. However, the consumption reduction often receives backfire from…

Abstract

Purpose

The call for consumption reduction behavior has been getting more attention from scholars and practitioners. However, the consumption reduction often receives backfire from consumers because it does not follow the business philosophy of demand creation. Thus, this research dissolves this issue by using a holistic corporate social responsibility (CSR) approach regarding sustainable development.

Design/methodology/approach

A conceptual model was developed to represent the proposed relationships among the related variables. The current study employed an online survey to collect data from 341 international program students of three prominent universities in Ho Chi Minh City, Vietnam.

Findings

The findings indicate that the perception of the holistic CSR negatively impacts perceived corporate hypocrisy, triggering in turn brand credibility, resulting in brand advocacy and mindful consumption behavior.

Originality/value

This research forms a holistic CSR including economic, environmental and societal dimensions and proposes that the holistic CSR triggers brand advocacy and mindful consumption behavior representing consumption reduction behavior via the mediating roles of perceived corporate hypocrisy and brand credibility. These findings contribute to theoretical and managerial implications in CSR practices with the aim of consumption reduction.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 27 no. 5
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 February 1990

Sanda Kaufman and George T. Duncan

Recognizing fertile ground and preparing ground not yet ready is an essential skill of an effective intervenor. This sequence of diagnosis and action is studied in a theoretical…

Abstract

Recognizing fertile ground and preparing ground not yet ready is an essential skill of an effective intervenor. This sequence of diagnosis and action is studied in a theoretical framework in which mediators examine and alter four classes of disputants' perceptions. These classes are (1) the available set of actions, (2) the class of possible consequences, (3) the likelihoods of uncertain events and consequences of actions, and (4) preferences over consequences. Denver's increasing demand for water led to the Foothills environmental dispute in 1977. This dispute featured various forms of third party intervention. U.S. Representative Patricia Schroeder's failure to mediate the Foothills conflict, and U.S. Representative Timothy Wirth's success, are compared in terms of the disputants' key beliefs affected by the two self‐appointed intervenors' actions. Using the technique of counterfactual case analysis, an exploration is made of a range of possible timing and ground preparation decisions. Although the particular circumstances of any dispute play a key role in its resolution, the proposed perspective extracts features that are general and therefore transferable to other contexts, thereby enabling mediators to belter develop, transmit, and apply intervention skills.

Details

International Journal of Conflict Management, vol. 1 no. 2
Type: Research Article
ISSN: 1044-4068

Article
Publication date: 4 March 2021

Layla Branicki, Bridgette Sullivan-Taylor and Stephen Brammer

Drawing on Wendt’s (1995, 1999) thin constructivist approach to international relations this paper aims to critically examine how the measures taken by the Australian Government…

2083

Abstract

Purpose

Drawing on Wendt’s (1995, 1999) thin constructivist approach to international relations this paper aims to critically examine how the measures taken by the Australian Government to protect the country from coronavirus (COVID-19) have prompted politicians and opinion-makers to mobilize globalizing and de-globalizing discourses towards divergent conceptualizations of national resilience.

Design/methodology/approach

The paper examines 172 Australian political and media articles, which focus on both COVID-19 and globalization/de-globalization published between February and June 2020. The data were imported to NVivo to enable in-depth thematic analysis.

Findings

The paper develops the concept of crisis protectionism to explain how COVID-19 has been mobilized in discourses aimed at accelerating selective de-globalization in Australia. Selective de-globalization is inductively theorized as involving material structures (i.e. border closures), ideational structures (i.e. national identity) and intersubjectivities (i.e. pre-existing inter-country antagonisms).

Research limitations/implications

The paper relies upon publicly available data about Australian discourses that relate to a unique globally disrupting extreme event.

Practical implications

Crisis protectionism and selective de-globalization are important to multinational enterprises (MNE) that operate in essential industry sectors (e.g. medical supply firms), rely upon open borders (e.g. the university sector) and for MNEs entering/operating in a host country experiencing antagonistic relationships with their home country.

Originality/value

The paper extends Witt’s (2019) political theorization of de-globalization towards a socialized theory of de-globalization. By rejecting liberal and realist explanations of the relationship between COVID-19 and de-globalization, this study highlights the importance and endogeneity of non-market risks and non-economic logic to international business and MNE strategy.

Details

critical perspectives on international business, vol. 17 no. 2
Type: Research Article
ISSN: 1742-2043

Keywords

1 – 10 of over 1000