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Book part
Publication date: 28 July 2014

Anastasios Theofilou and Tom Watson

This chapter offers new insights into the understanding of internal (employee) perceptions of organizational corporate social responsibility (CSR) policies and strategies.

Abstract

Purpose

This chapter offers new insights into the understanding of internal (employee) perceptions of organizational corporate social responsibility (CSR) policies and strategies.

Methodology/approach

This study explores the significance of employees’ involvement and scepticism upon CSR initiatives and focuses on the effects it may have upon word of mouth (WOM) and the development of employee–organisation relationships. Desk research introduces the research questions. Data for the research questions were gathered through a self-completion questionnaire distributed in a hardcopy form to the sample.

Findings

An individual’s level of scepticism and involvement appears to affect the development of a positive effect on employees’ WOM. Involvement with the domain of the investment may be a central factor affecting relationship building within the organization, and upon generation of positive WOM.

Practical implications

The chapter offers a conceptual framework to public relations (PR) and corporate communications practitioners, which may enrich their views and understanding of the use and value of CSR for communication strategies and practices.

Social implications

For-profit organisations are major institutions in today’s society. CSR is proffered as presenting advantages for (at macro level) society and (micro level) the organization and its employees.

Originality/value of chapter

Concepts, such as involvement and scepticism, which have not been rigorously examined in PR and corporate communication literature, are addressed. By examining employee perceptions, managers and academic researchers gain insights into the acceptance, appreciation and effectiveness of CSR policies and activities upon the employee stakeholder group. This will affect current and future CSR communication strategies. The knowledge acquired from this chapter may be transferable outside the for-profit sector.

Details

Communicating Corporate Social Responsibility: Perspectives and Practice
Type: Book
ISBN: 978-1-78350-796-2

Keywords

Book part
Publication date: 6 December 2005

Deborah Y. Cohn

Taxonomies (e.g., classification schemes) are valuable in that they clarify and create conceptual and theoretical frameworks to integrate a large variety of research (Brinkmann…

Abstract

Taxonomies (e.g., classification schemes) are valuable in that they clarify and create conceptual and theoretical frameworks to integrate a large variety of research (Brinkmann, 2002; Crié, 2003). In addition, taxonomies draw attention to the importance of a subject and provide a framework for organizing what we know and what we have yet to explore (Berenbaum, Raghavan, Le, Vernon, & Gomez, 2003). This article develops a taxonomy to explore the ethical considerations of advertising professionals. A netnographic study was conducted and the results are presented. A taxonomy is developed in which advertising practitioner concerns are classified into four categories: (1) societal impact, (2) industry norms and rules, (3) my ethical dilemmas, (4) others’ behavior, and (5) industry responses. This research supports and extends previous academic research into advertising ethics.

Details

Crisis and Opportunity in the Professions
Type: Book
ISBN: 978-1-84950-378-5

Book part
Publication date: 26 November 2020

Pinar Yuruk-Kayapinar

The main purpose of this chapter is to examine the attitudes and behaviors of digital consumers in omnichannel world. For this purpose, in order to understand the behavior of…

Abstract

The main purpose of this chapter is to examine the attitudes and behaviors of digital consumers in omnichannel world. For this purpose, in order to understand the behavior of digital consumers, literature review has been made. The transformation of traditional consumers into digital consumers has been examined within the framework of marketing periods. What are the new types of consumers and demographic and psychographic characteristics of these, and how they are segmented in the market are important issues. Another important issue is how digital environmental factors affect digital consumers when shopping online. Purchasing processes of digital consumers and their behaviors, which channels they use and how they make purchasing decisions play an important role in understanding digital consumer behaviors. After the purchasing decision, it is examined whether digital consumers will transfer their experiences to other consumers, satisfaction and loyalty experiences, and whether they will buy again in digital environmental.

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Keywords

Book part
Publication date: 22 August 2017

Anita Zatori and Meghan Beardsley

The tourist experience has matured in its body of literature, but researchers still debate the best way to measure and define the concept. The purpose of this paper is to analyze…

Abstract

The tourist experience has matured in its body of literature, but researchers still debate the best way to measure and define the concept. The purpose of this paper is to analyze and compare memorable and on-site tourist experiences from theoretical, empirical, and methodological perspectives. A review of the literature is used to identify and describe the next evolutionary research step which is the quality-of-life (QOL) aspect of tourism experiences. It is argued that the evolving focus on QOL attributes is fueled by the theories and concepts of service-dominant logic. The paper argues that value (co)created on all sides of the equation (e.g., customer or company) must be considered when carrying out research. The paper also finds that different value outcomes for the individual customer occur in both on-site and memorable experience contexts. The findings contest an earlier theoretical argument, suggesting that memorable tourist experiences provide more value than on-site tourist experience.

Abstract

Details

The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Book part
Publication date: 27 September 2021

Timothy L. Keiningham, Roland T. Rust, Bart Larivière, Lerzan Aksoy and Luke Williams

Many companies focus considerable resources on managing and enhancing positive word of mouth (WOM). WOM management, however, has become increasingly complex given the rise of…

Abstract

Many companies focus considerable resources on managing and enhancing positive word of mouth (WOM). WOM management, however, has become increasingly complex given the rise of online channels and the corresponding increasing breadth of connections giving and receiving WOM. Given the generally believed importance of WOM to business outcomes, managers seek to leverage key drivers that they believe will enhance positive and minimize negative WOM.

Implicit in these actions is the belief that leveraging key drivers to enhance positive (or minimize negative) WOM results in generally positive outcomes across channels and connections. This research investigates whether this belief is correct. We examined WOM behaviors from over 15,000 consumers from 10 different countries in eight industry categories, as well as consumer attitudes toward the various brands investigated. Our findings indicate that efforts to enhance positive WOM typically have mixed effects – enhancing positive WOM in some channels while decreasing it (or even enhancing negative WOM) in other channels. Therefore, managers need to have a greater understanding of the complexity of leveraging attitudinal key drivers when seeking to enhance WOM to minimize potential negative outcomes.

Details

Marketing Accountability for Marketing and Non-marketing Outcomes
Type: Book
ISBN: 978-1-83867-563-9

Keywords

Book part
Publication date: 11 June 2021

Yi Bu, Park Thaichon and Joy Parkinson

This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly…

Abstract

This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly introduces the background, concept, and development of e-WOM. Secondly, discuss the relationship between digital marketing and e-WOM. Finally, make recommendations for the business. In the discussion of the relationship between digital marketing and e-WOM, this chapter expounds the social impact of content-generating, one of the essential means in digital marketing. It discusses the relationship between social impact and e-WOM. This chapter can provide references and the basis for exploring the relationship between digital marketing and e-WOM.

Book part
Publication date: 9 June 2020

Sheellyana Junaedi and Jason Harjanto

This study aims to determine whether destination awareness, destination image, and tourist motivation have a direct or indirect effect on tourists’ intention to revisit, with word…

Abstract

This study aims to determine whether destination awareness, destination image, and tourist motivation have a direct or indirect effect on tourists’ intention to revisit, with word of mouth (WOM) as a mediating variable. The study conducted a self-administered questionnaire survey and its target population was the visitors who came to the Batu Secret Zoo. The sample consisted of 170 respondents, who had visited the Batu Secret Zoo in the last six months. A survey research design was used. The measures used in the questionnaire were adapted from previous scales. The research was conducted using a quantitative method.

The findings indicate that destination awareness, destination image, and tourist motivation have a significant effect on tourists’ intention to revisit. This study also analyzed the possible mediating effect of WOM on tourists’ intention to revisit. The results showed that WOM plays a significant mediating role for destination awareness and destination image on tourists’ intention to revisit. These causal relationship variables were consistent with previous findings and conceptualized related studies. Several implications of the findings are discussed later.

Details

Advanced Issues in the Economics of Emerging Markets
Type: Book
ISBN: 978-1-78973-578-9

Keywords

Book part
Publication date: 30 July 2018

Renan Tan Tavukçuoğlu

People tend to rely on the recommendations of people they know more than any other advertisement medium. Friend-recommendation and online reviews are the primary criteria…

Abstract

People tend to rely on the recommendations of people they know more than any other advertisement medium. Friend-recommendation and online reviews are the primary criteria considered before making most purchase decisions. Increase in the number of media channels, having too many product options to choose from and the massive amount of advertisement pieces lead the way to the success of word of mouth once again. With recent developments in technology and increase in the number of social media tools and users, word-of-mouth marketing (WOMM) became more important than ever. There are many ways to empower positive word of mouth on behalf of corporate brands. The present chapter aims to summarise the key points of WOMM and provide the readers with a roadmap and tools for successful WOMM applications.

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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