Search results
1 – 10 of 306Chyi Jaw, Kuei-Ju Chi and Guan-Jia Li
In the modern increasingly competitive milieu of cause marketing activities, both profit and nonprofit organizations expect their advocation of prosocial programs to gain the…
Abstract
Purpose
In the modern increasingly competitive milieu of cause marketing activities, both profit and nonprofit organizations expect their advocation of prosocial programs to gain the support of target customers. Previous research shows the effect from adding participant's personal attributes or social influence factors. This study considers the effects of benefit incentives and cost/reward influences to enhance prosocial behaviors.
Design/methodology/approach
Three between-subject experiments were conducted and SPSS Statistics ANOVA was employed to analyze the experimental results.
Findings
Rewarding time delays and prosocial efforts have no significant impact on the relationship between other-benefit incentives and willingness to engage in prosocial behaviors, but do significantly impact the self-benefit incentives condition. However, the negative effect of self-benefit condition can be mitigated by high rewards.
Research limitations/implications
Since prosocial campaigns proposed by organizations in this study include both profit and nonprofit organizations, perhaps two category organization types should be attentively classified to evaluate the effects.
Practical implications
Under social marketing campaigns with self-benefit incentives conditions, the empirical findings of this study show that profit and nonprofit organizations can provide higher reward values to mitigate the adverse effects of high participating costs.
Social implications
Social marketing campaigns with other-benefit incentives are less affected by high participating costs and highlight the value of altruism.
Originality/value
This study provides valuable suggestions for both profit and nonprofit organizations to use self-benefit/other-benefit incentives under cost related factors influence to encourage customers' prosocial behaviors.
Details
Keywords
Ceren Ekebas-Turedi, Elika Kordrostami and Ilgım Dara Benoit
The purpose of this study is to investigate the impact of ad message framing (self-benefit vs other-benefit messages) and perceived consumer effectiveness (PCE) on green…
Abstract
Purpose
The purpose of this study is to investigate the impact of ad message framing (self-benefit vs other-benefit messages) and perceived consumer effectiveness (PCE) on green advertising effectiveness.
Design/methodology/approach
The conceptual framework was borrowed from self-congruity theory and was tested with two between-subject design experiments; PCE was measured in the first study and manipulated in the second.
Findings
The findings show that both measured and primed PCE (low vs high) moderate the impact of a green ad’s message framing on consumer responses (i.e. attitude toward the brand and purchase intention). Specifically, an other-benefit message is more effective when consumers perceive that their individual actions can positively influence environmental issues (high PCE). In contrast, a self-benefit message is more effective when consumers perceive that their individual actions might not be enough to influence environmental issues (low PCE). This research also shows that the influence of message framing on consumer responses is mediated by the perceived social responsibility of the company.
Practical implications
This paper offers an outline for designing effective ad campaigns for green products. Managers can determine or manipulate the PCE level of their target market and frame the message in their ad campaign accordingly, which will positively drive perceived social responsibility and, in turn, the ad campaign’s effectiveness.
Originality/value
This paper contributes to both the green advertising and self-congruity literature by showing the moderating effect of PCE on the effectiveness of message framing in green advertising.
Details
Keywords
When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally…
Abstract
Purpose
When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally perceived as being inconsistent with sustainable practices. Built on construal level theory (CLT), this study aims to examine how the benefit appeals that are widely used in CSR initiatives affect perceived corporate hypocrisy and the CSR performance of fast fashion brands.
Design/methodology/approach
This study designed an online experiment with a 2 (fashion brand: fast fashion vs. unknown) × 2 (benefit appeal: self-benefit vs other-benefit) stimulus, using a virtual label named “Eco Care” for experimental manipulation. A total number of 298 Chinese consumers participated in the experiment and they answered an online survey.
Findings
It was found that the brand types (fast fashion vs unknown) and benefit appeals (self-benefit vs other benefit) did not elicit perceived corporate hypocrisy nor did them directly affect perceptions of CSR performance. However, there was a significant interaction effect of them. That is, fast fashion brand’s CSR performance was judged based on how the brand framed its sustainability claims. A fast fashion brand’s CSR label significantly increased hypocrisy perceptions when the label used a self-benefit appeal and the interactive effect of the fast fashion brand and the self-benefit appeal hindered the formation of a green brand image and brand purchase intentions.
Originality/value
This study adds a body of knowledge to the literature by examining the relationship between benefit appeals and perceived corporate hypocrisy from the perspective of CLT. The findings can help fast fashion marketers better understand the critical role of benefit appeals by acknowledging that the misuse of communication strategies may result in unfavorable consequences, thus ruining their efforts to improve their brand’s image.
Details
Keywords
Young Kyu Kim, Mark Yi-Cheon Yim, Eunjin (Anna) Kim and William Reeves
Given that many consumers are skeptical about environmentally based advertising campaigns, the purpose of this study is to propose an optimized message strategy to facilitate…
Abstract
Purpose
Given that many consumers are skeptical about environmentally based advertising campaigns, the purpose of this study is to propose an optimized message strategy to facilitate consumer engagement with green messages in social media contexts.
Design/methodology/approach
Four empirical studies are conducted using self-report questionnaires to test proposed hypotheses with a focus on the interplay between claim specificity and benefit appeals in green advertising on social media.
Findings
The current study examines the interaction effects of claim specificity and benefit appeals on consumer engagement in social media. Specifically, the results reveal that when the message claim is abstract, using other-benefit appeals produces more positive consumer engagement than using self-benefit appeals. Moreover, the results illustrate that self-enhancement motivates consumers to engage with green product advertising messages when the advertising appeal is abstract and the advertising message is associated with benefits for others. Finally, it is found that consumers’ self-construal level moderates the interaction effect of claim specificity and benefit appeals type on consumer engagement on social media.
Practical implications
This paper has practical implications to both social media managers and advertisers in the green product industry: a match with advertising claim specificity and construal level (i.e. social distance: self-benefit vs other-benefit) should be ensured to increase consumer engagement on social media. In addition, self-enhancement and self-construal should be considered for a better message strategy in social media contexts.
Originality/value
The findings make important contributions to the literature in that we extend the applications of construal level theory to social media contexts as a valid theoretical tool to identify optimized green message strategies. As such, it provides future researchers and practitioners in the domain of green campaigns with useful guidelines to boost more consumption of green products.
Details
Keywords
Thomas A. Burnham, Garret Ridinger, Anne Carpenter and Laee Choi
Consumers who share their suggestions with firms contribute valuable knowledge and both exhibit and reinforce positive customer engagement. Yet, the motivational antecedents of…
Abstract
Purpose
Consumers who share their suggestions with firms contribute valuable knowledge and both exhibit and reinforce positive customer engagement. Yet, the motivational antecedents of direct-to-firm customer suggestion sharing remain understudied. This study aims to investigate how potential self, other customer and firm benefits motivate consumer suggestion sharing.
Design/methodology/approach
A critical incident pretest explores the domain and establishes ecological validity. Two scenario-based experimental studies test the proposed relationships in distinct service contexts.
Findings
Results support a prosocial (helpful) view of suggestion sharing – potential benefits to other customers motivate suggestion sharing. Potential benefits for the firm play two roles, namely, they indirectly motivate suggestion sharing by increasing consumers’ perceived outcome expectancy, illustrating a pragmatic mechanism, and they directly motivate suggestion sharing when service quality is high, illustrating a conditional, reciprocity-driven mechanism. When service quality is low, consumers are less likely to share firm-benefitting suggestions and more likely to share non-beneficial suggestions, highlighting a potential low service quality “trap” in which firms can become stuck.
Research limitations/implications
Future research is needed to study the antecedents of attitude toward suggestion sharing and the effect of relationship strength on suggestion sharing.
Practical implications
Managerially, multiple paths are identified by which firms can motivate suggestion sharing. The low-service quality “trap” indicates that low-service quality firms should not rely on, and should perhaps even ignore, customer suggestions as a tool for improving their offerings.
Originality/value
By experimentally investigating the motivational antecedents of direct-to-firm consumer suggestion sharing, this paper fills a gap in extant research and provides a foundation upon which future suggestion sharing research can build.
Details
Keywords
Michele Paulin, Ronald J. Ferguson, Nina Jost and Jean-Mathieu Fallu
It has been suggested that the future success of non-profit organizations lies in ensuring the sustainable involvement of the Millennial generation through social network sites…
Abstract
Purpose
It has been suggested that the future success of non-profit organizations lies in ensuring the sustainable involvement of the Millennial generation through social network sites. Facebook is a social media (SM) network that creates new research contexts and methodologies in service management. Organizations must now engage in learning how customer-with-customer interactions in SM could work best for them. The purpose of this paper is to better understand the factors influencing Millennials support for social causes through their autonomous engagement in the public environment of SM.
Design/methodology/approach
The authors conducted two studies of events for social causes (breast cancer and youth homelessness). In each, two Facebook event pages appealing to others-benefits and self-benefits were designed. Participants were randomly assigned the task of examining the appeal pages online. The dependent variables were two sets of intentions in support of the cause (online and offline). The effectiveness of an others-benefit vs a self-benefit Facebook appeal, the influence of empathetic identification with these causes and the direct and mediating effects of autonomous motivation was studied.
Findings
The studies provide consistent evidence that, to gain Millennial's support for social causes through SM, it is better to appeal mainly to the benefits others derive than to benefits to the self. Autonomous motivation is a strong predictor of supportive intentions and it also significantly mediates the positive influence of empathetic identification with a cause. Self-reported behavioral data following the youth homelessness event provided empirical evidence that the supportive intentions data were valid predictors of actual behaviors.
Originality/value
The paper used innovative experimental and correlational research methodologies to address Millennial's social behaviors within a SM context. The paper also introduced self-determination theory of motivation to this literature. From a practical standpoint, Millennials readily engage in impression management. Therefore, their supportive activities should be publicly lauded. Managers should also identify those Millennials who already empathize with the cause and facilitate their ability to influence other members in their networks. SM are changing at a fast pace and managers should employ Millennials in developing pertinent strategies and practices to keep pace. Taking advantage of marketing “with” Millennials can facilitate the development of new approaches for creating and supporting cause events.
Details
Keywords
Fei Zhou, Jian Mou and Jongki Kim
This study argues that to drive users' continuance use behaviors, it is necessary to satisfy their desire for a meaningful experience when using information systems (IS)…
Abstract
Purpose
This study argues that to drive users' continuance use behaviors, it is necessary to satisfy their desire for a meaningful experience when using information systems (IS). Therefore, this research explores the influencing mechanism by which gamified IS (immersive-related interaction, achievement-related interaction, and social-related interaction) impacts users' perceived benefits and continuance intention.
Design/methodology/approach
In this research, 367 users of Ant Forest are investigated in two waves through random sampling and the use of a structural equation model with SmartPLS 3.0 software.
Findings
The research results reveal the following: (1) both achievement-related interaction and social-related interaction can affect the user's continuance intention, while the direct impact of immersive-related interaction on the user's continuance intention is not supported; (2) users' perceived self-benefits fully mediate the relationships between achievement-related interaction and social-related interaction and users' continuance intention; and (3) perceived social benefits fully mediate the relationships between achievement-related interaction and social-related interaction and users' continuance intention.
Originality/value
This study supports the retention effects of gamification design on users' continuance intention by evocating users' dual perceived benefits.
Details
Keywords
Alexander Trupp, Ilisapeci Matatolu and Apisalome Movono
Indigenous entrepreneurship is not only driven by capitalistic ideas as inherent in Eurocentric microentrepreneurial thinking but also focuses on communal approaches where entire…
Abstract
Indigenous entrepreneurship is not only driven by capitalistic ideas as inherent in Eurocentric microentrepreneurial thinking but also focuses on communal approaches where entire communities can gain social and/or economic benefits. The authors, who all worked at The University of the South Pacific in Fiji, share how they work and engage with students and indigenous communities involved in tourism microenterprises. Based on the authors' research and experience in the region, this chapter discusses the following two issues and their related best practices and implications. First, the balance and sometimes tensions between entrepreneurial self-benefit and benefit-sharing; and second, female participation and the related opportunities for empowerment of indigenous communities through tourism microentrepreneurship.
Details
Keywords
Robert Folger and Steven W. Whiting
In this chapter, the authors present a theoretical model useful for analyzing people’s perceptions of what they should do, should not do, and should be allowed to do at work…
Abstract
In this chapter, the authors present a theoretical model useful for analyzing people’s perceptions of what they should do, should not do, and should be allowed to do at work. These perceptions create powerful motivational forces that shape workplace behavior. The authors describe various aspects of this model – a deonance perspective – as it relates to rights (permissible behavior) and responsibilities (behavioral prescriptions and proscriptions). The authors demonstrate how it offers new insights beyond those available from existing theoretical models, and the authors outline its implications for research and the practice of human resource management.
Joseph Siu-Lung Kong, Ron Chi-Wai Kwok, Gabriel Chun-Hei Lai and Monica Law
Research on knowledge creation within eSports learning is scarce. This study extends the understanding of competition-oriented collaborative learning in eSports by examining the…
Abstract
Purpose
Research on knowledge creation within eSports learning is scarce. This study extends the understanding of competition-oriented collaborative learning in eSports by examining the relationship between the dynamics of knowledge creation modes and the continuum of the motivational profile, along with the moderating effects of mutualistic co-presence therein.
Design/methodology/approach
Participants were recruited from the community of massively multiplayer online gamers (MMOGs). Through a quantitative survey, their motivations (i.e. self-extrinsic, self-intrinsic, peer-extrinsic and peer-intrinsic motivations), knowledge creation involvements (i.e. internalization, externalization, combination and socialization) and perception of mutualistic benefit of self and peers were captured for hypothesis testing.
Findings
Significant and positive direct relationships were observed between four motivations and four knowledge creation modes. The mutualistic co-presence positively moderated the positive relationship between the self-extrinsic, peer-extrinsic and peer-intrinsic motivations and socialization. When mutualistic self-benefit were outweighed, peer-extrinsic motivated gamers became less likely to perform internalization, whereas self-extrinsic and peer-extrinsic motivated gamers were less likely to perform combination.
Originality/value
This study is among the first to rationalize the relationship between motivational profile and the dynamics of knowledge creation in eSports learning. The conceptualization of the new construct – mutualistic co-presence – using the ecological concept of symbiosis is uncommon in prior literature. The findings also demonstrate that the four modes of knowledge creation in eSports learning are continuous and interwoven; they can be initiated at any point and do not necessarily occur in a specific sequence.
Details