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This commentary presents a theoretical model with a special emphasis on developing social marketing strategies and tactics that account for industry involvement. The overall goal is to enhance social marketing effectiveness.

A planning model is presented which helps the social marketer account for industry involvement in the social or public health problem.

The paper finds that conducting an analysis of the causal influences of the social or public health problem helps to inform strategy development.

The paper presents a planning mode that can be useful in identifying industry contributions to social problems and in anticipating industry opposition to social change. The model is particularly appropriate for developing social marketing programs in which industry involvement is present.

This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects of attributions of partner motives in cause marketing advertisements.

Two experiments, one with students and the second with a more representative sample of the population were used to investigate the effects. ANOVA and structural equation modeling were used to test the relationships.

Fit and salience were found to be key moderators on the effect of type of message on consumer responses. While brands can use a buy message when they are salient, this benefits them only when fit is high. For informational messages, cause salience leads to positive outcomes, especially when fit is low. Further, consumer attributions of partner motives mediate responses to the advertisement.

Type of message is an important variable that needs to be selected with care. However, the moderating effects of fit and salience and the mediating effects of consumer attributions of partner motives may be able to overcome type of message.

Initial partner selection is critical for the brand. A second key factor is inferences due to the specific message, fit and salience. Nonprofit firms have less to worry about fit compared to brands as attitude and behavioral intentions are high under both fit conditions.

Cause marketing can be used successfully to benefit both brand and cause simultaneously.

This study examines the effects for both brands and causes and suggests ways in which both can benefit, leading to a win–win situation. This is an important contribution to the cause marketing field.

The reason for this paper is to better understand why many social marketing campaigns produce poor results and to propose a model to guide social marketing strategic planning to improve program outcomes.

This is a conceptual paper which discusses a new social marketing model to remove upstream causes of target social problems.

It appears that social marketing planning may be limited by over‐reliance on commercial marketing tactics and an over‐emphasis on individual behavior change. Finding upstream sources of social problems is a first step. However, social marketers must be willing to employ tactics to ameliorate structural, upstream causes of social problems.

The social marketing field needs to further its developmental progress by reducing its use of commercial marketing concepts and increasing its use of concepts from other fields like public health, political science, and social movements.

Practicing social marketers can improve their outcomes if they identify upstream causes of social problems and find ways to reduce their harmful effects.

There are major social implications because removing upstream sources of social problems will invoke opposition from powerful interests. A new array of complexity is involved in using activism as a tactic, which may be needed. Conflicts will have to be dealt with and responded to effectively.

The value of this paper is to enhance awareness of the self‐imposed limitations on social marketing strategies and to propose a means of removing these limitations and improving the ability to improve social well‐being.

The purpose of this paper is to investigate the relationship between perceived external prestige (PEP), the student experience, attitude, and behaviour in the context of higher education institutions.

A comparison of the relationships between prestige perception, the student experience, WOM, and loyalty is examined within a one highly prestigious institution and one mid-ranked institution. Multigroup structural equation modelling was employed to examine data obtained from 948 respondents at the two institutions.

While respondents from the top-ranked institution exhibit a significantly higher perception of university prestige than mid-ranked university respondents, no significant differences were found between the two groups of respondents in terms of the strengths of relationships between constructs. The analysis revealed that students’ perception of their university experience performed a full mediating effect on the relationship between PEP and WOM, as well as a partial mediating effect on the relationship between PEP and loyalty.

Student perceptions of the university experience is a strong indicator of attitude and behaviour. For university administrators, enhancing the student experience is just as important as managing a university’s reputation with respect to engendering loyalty and positive WOM.

This is the first study to link PEP with student attitude and behaviour. The findings provide interesting theoretical insights as well as useful managerial implications to enhance consumer experience which in turns affect their attitude and behaviour towards the organisation.

This paper explores the impact of information technology (IT) on service quality in the consumer‐banking sector. It proposes a service quality model that links customer perceived IT‐based service options to traditional service dimensions as measured by SERVQUAL in the context of customer perceived service quality and customer satisfaction. The model also incorporates several variables affecting customers’ perceptions of IT‐based services, and was tested by a structural equation modeling approach using sample data collected from retail bank customers. The results indicate that IT‐based services have a direct impact on the SERVQUAL dimensions and an indirect impact on customer perceived service quality and customer satisfaction. The analyses also show that customers’ evaluations of IT‐based services are affected by their preference towards traditional services, experiences in using IT‐based services, and perceived IT policies.

This paper aims to present a theoretical model with a special emphasis on developing social marketing strategies and tactics that account for industry involvement. The overall goal is to enhance social marketing effectiveness.

A planning model is presented which helps the social marketer account for industry involvement in the social or public health problem.

The paper finds that conducting an analysis of the causal influences of the social or public health problem helps to inform strategy development.

The paper presents a planning mode that can be useful in identifying industry contributions to social problems and in anticipating industry opposition to social change. The model is particularly appropriate for developing social marketing programs in which industry involvement is present.

This study aims to use the anger activism model as an audience segmentation tool in the context of the anti-vaccination movement.

A cross-sectional survey was conducted with a national purposive sample (N = 438).

The group with high anger, strong efficacy (i.e. “activists”) was found to be more likely to engage in information seeking and was more accurate and defense-motivated when examining information about anti-vaxxers compared to other groups. Importantly, activists were more likely to engage in both low and high commitment behaviors to change vaccine policy.

As anti-vaxxers have proven to be difficult to change attitudinally, future campaigns are more likely to succeed if they leverage pro-vaccine audiences to fight for change. However, the understanding of the various segments within the pro-vaccination audience is limited. The data are discussed regarding leveraging high anger, strong efficacy audiences as change agents in future persuasive campaigns.

This experimental study aims to examine the effectiveness of cause-related marketing messages that incorporate both text and visuals, as compared to messages comprised solely of text, on the attitudes and behavioral intentions of restaurant customers, and to see if the impact varies across four categories of social causes (health, animal welfare, human services and the environment).

This experimental study uses a 2 (type of message) × 4 (cause category) between-subjects design.

Restaurant messages that combine text and visuals are more effective than restaurant messages with only text in engendering positive attitudinal and behavioral responses. This paper also found interaction effects between advertisement type and cause category on individuals’ responses (i.e. attitudes and behavioral intentions).

The messaging strategies suggested by this research will allow the restaurant industry to capitalize on the value of cause-related marketing initiatives.

This research contributes to the hospitality literature by expanding the realm of research on effective cause-related marketing initiatives.