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Article
Publication date: 12 February 2020

Agostino Vollero, Maria Palazzo, Alfonso Siano and Pantea Foroudi

The purpose of this paper is to analyses consumers’ hostile responses and “creative” re-interpretation of a proactive corporate social responsibility (CSR) brand…

Abstract

Purpose

The purpose of this paper is to analyses consumers’ hostile responses and “creative” re-interpretation of a proactive corporate social responsibility (CSR) brand communication campaign on social media by a leading Italian company in the energy industry that came to be perceived as a reactive corporate social irresponsibility performance.

Design/methodology/approach

Taking Palazzo and Basu’s framework of scapes (2007) as a starting point, the paper explores the intersection between branding and CSR studies. After consideration of the lack of empirical studies on this subject, a content analysis of tweets generated from the campaign “Guerrieri” of Enel is performed.

Findings

Findings show the dialogic bottom-up approach results are ineffective because of the hijacking of original intent of the company in implementing its CSR communication initiatives. That is to say that corporate brand (CB) strategies can be easily re-interpreted in social media-scape from an opposing perspective, raising the risk of digital hijacking and boycotting initiatives.

Practical implications

From a practical standpoint, the study informs managers so that they can evaluate complex problems implicated in the creation of CSR activities aimed at engaging consumers and virtual communities. Besides, the paper would like to aid managers when they face discontent or activism, suggesting they should turn the attention of their stakeholders through a re-evaluation of relevant CSR activities, potentially leveraging on a loyal public, which has completely interiorised CB values and can act as brand ambassadors.

Originality/value

The paper is one of the first attempts to study the nexus between CSR and CB in digitally empowering contexts, clarifying the crucial role of social media-scape.

Details

Qualitative Market Research: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

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Book part
Publication date: 1 March 2021

Lindsey Drylie Carey, Mary Irwin and Jennifer Anne Yule

This chapter explores food culture in social media. It focuses in particular on the affordances offered by social media platforms to create, develop and negotiate…

Abstract

This chapter explores food culture in social media. It focuses in particular on the affordances offered by social media platforms to create, develop and negotiate individual digital identities, which mediate personal, social and professional relationships with and investment in food, nurture and wellbeing. It examines the adoption of specific social media platforms for commercial and societal use, as well as the significant impact that the digitally curated food culture identities of influential others such as celebrity chefs, food bloggers, lifestyle gurus and self-styled ‘experts’ can have on their followers. There is, for example, Twitter’s role as a monitor of food choice decisions and a data source for food-related consumer behaviour research, and the use of Instagram by brands and companies in contrast to Facebook’s deployment as a community‑building social media tool where interest groups can share information, views and mutual support. The photogenic, young female lifestyle guru is the object of special scrutiny in which the apparent effortlessness with which they have achieved the self they present and their legitimacy to pronounce on health and nutrition is called into question. Finally, the chapter does not offer comprehensive nor conclusive findings on the experiences and exchanges depicted here which develop an overview of social media food cultures. Rather, it presents a flavour of the complex nexus of issues surrounding engagement with the topic in terms of reflections on society itself and on the role such interactions play in the creation of self-identity.

Details

New Perspectives on Critical Marketing and Consumer Society
Type: Book
ISBN: 978-1-83909-554-2

Keywords

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Article
Publication date: 7 May 2021

Alfonso Siano, Maria Giovanna Confetto, Agostino Vollero and Claudia Covucci

In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking…

Abstract

Purpose

In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been treated in different and sometimes conflicting ways in the academic and professional literature. The aim of this paper is to clarify the meaning of brand hijacking and to shed light on the various motivations and intentions underpinning the phenomenon.

Design/methodology/approach

A Delphi-based survey among both academic and professional experts was conducted to explore the key features of brand hijacking and expand existing theories.

Findings

The results of the Delphi survey enable the main brand hijacking actions to be mapped, based on two motivational axes (utilitarian–idealistic and destructive–constructive) and on the various intentions that guide the hijackers. The results help re-define the key elements of brand hijacking, through the lens of non-collaborative brand co-creation.

Practical implications

Managerial implications are presented in terms of the corporate response to the two main effects of hijacking, namely, brand reputational damage and brand repositioning.

Originality/value

The paper helps to shed light on the main components of brand hijacking, thus gaining expert consensus in refining the existent conceptualization in relation to a rapidly changing brand management scenario because of the gradual loss by brand managers of their traditional control.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 29 April 2021

Ana Marina Lima and Beatriz Casais

This paper identifies consumer reactions towards female empowerment in advertising in order to explore the supporting arguments for criticisms of lack of authenticity and…

Abstract

Purpose

This paper identifies consumer reactions towards female empowerment in advertising in order to explore the supporting arguments for criticisms of lack of authenticity and the figuring of sexist stereotypes.

Design/methodology/approach

The authors conducted a multi-case study research with content analysis of 905 coded online comments in a video hosting website towards four femvertising campaigns.

Findings

Results indicate that femvertising plays an important role in the emotional connection between women and brands, but consumers may react negatively to femvertising when brands do not show knowledge about the real feminist values, maintaining sexist stereotypes. Consumers also blame companies of hypocrite and exploitation to sell products if there is not authenticity and brand-cause fit.

Originality/value

Femvertising appears as a consequence of cultural changes and corporate social responsibility in order to engage women consumers. This paper contributes with explanations to sustain the dichotomic reactions towards femvertising, showing evidence of why some people react favourably and other people react negatively.

Details

Corporate Communications: An International Journal, vol. 26 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

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Article
Publication date: 14 July 2020

Javad Izadi Z.D., Sayabek Ziyadin, Maria Palazzo and Mendip Sidhu

The purpose of this study is to investigate the impact of innovation management capability on organisational performance. Based on the resource-advantage theory, this…

Abstract

Purpose

The purpose of this study is to investigate the impact of innovation management capability on organisational performance. Based on the resource-advantage theory, this study addresses: “To what extent do intellectual and emotional assets influence marketing management capability which loads to the organisation’s performance?”

Design/methodology/approach

To understand the research objectives, the data was collected via 35 in-depth interviews with managers and academics from various multi-national companies and new empirical insights were offered.

Findings

This study recognised three components of intellectual and emotional assets (knowledge and competence; digital technology; and reputation) and their influences on business performance.

Research limitations/implications

The focus on small- and medium-sized enterprises (SMEs) limits the generalisation of this study. To scrutinise the relations documented in this study, future research should be conducted in other country settings and different sector.

Originality/value

This study contributes to the sustainability literature by developing a conceptual model that explains the development and role of innovation management in a market context with its associated sustainability management outcomes. The results are of importance to both SMEs and policymakers. Clear need to investigate further how organisations can benefit from such capabilities for greater growth is identified.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

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Book part
Publication date: 1 March 2021

Abstract

Details

New Perspectives on Critical Marketing and Consumer Society
Type: Book
ISBN: 978-1-83909-554-2

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Book part
Publication date: 1 March 2021

Julie McColl and Elaine L. Ritch

Abstract

Details

New Perspectives on Critical Marketing and Consumer Society
Type: Book
ISBN: 978-1-83909-554-2

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Article
Publication date: 8 June 2015

Marianne Foley and Katherine Bertel

The purpose of this paper is to describe how librarians at the State University of New York College at Buffalo used iPads during one class session of a semester-long…

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Abstract

Purpose

The purpose of this paper is to describe how librarians at the State University of New York College at Buffalo used iPads during one class session of a semester-long library instruction course to increase student engagement, energize the traditional library tour, build collaboration and give students experience using tablet technology in an educational setting.

Design/methodology/approach

Librarians provided iPads to groups of students and sent them to photograph different areas of the library during one class session of a semester-long course. Students then uploaded the photographs to a common Web site for class discussion.

Findings

Formal and informal student feedback was positive. Students connected with the instructors and with each other, enjoyed discovering library spaces and services and became more comfortable with tablet technology. The project also increased student enthusiasm for the class.

Originality/value

This paper is the first to systematically describe a simple activity that can be used by instruction librarians to incorporate tablets into the curriculum. The method requires minimal time to set up and implement, involves a very short learning curve and is easily adaptable to various mobile devices.

Details

Reference Services Review, vol. 43 no. 2
Type: Research Article
ISSN: 0090-7324

Keywords

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Book part
Publication date: 1 March 2021

Abstract

Details

New Perspectives on Critical Marketing and Consumer Society
Type: Book
ISBN: 978-1-83909-554-2

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Article
Publication date: 1 December 1999

Dwayne Winseck

Studies media convergence in Canada, arguing it has always been a possibility as change is not a consequence of new technologies but a shift from efforts to prevent…

Abstract

Studies media convergence in Canada, arguing it has always been a possibility as change is not a consequence of new technologies but a shift from efforts to prevent cross‐media combinations, to initiatives that promote this aim. Sums up that media reconvergence and the information highway are at the top of the communications policy agenda, but how it will involve is unclear.

Details

info, vol. 1 no. 6
Type: Research Article
ISSN: 1463-6697

Keywords

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