How to Turn Corporate Prospects Into Corporate Sponsors

This chapter dives deeply into the subculture of hackathons as a paradigmatic event of the new economy. Using ethnographic observations and interviews with participants at seven public hackathons sponsored by companies in New York, the account shows how the weekend-long competition to write computer code socializes highly skilled, young tech workers to produce “innovation” on demand. Corporate sponsors appeal to participants’ love of coding and “building things” as well as their desire to build their résumés, promising jobs, networking, and glory to winners who can produce marketable products and ideas. Participants willingly engage in both self-exploitation and self-promotion, aware that corporate sponsors have the upper hand but enjoying the sense of play, mutual learning, and collaboration-with-competition that hackathons foster. The combination of self-exploitation and self-promotion, amid both emotional and rational appeals, represents the culture of the new economy and sets a new, permeable boundary between personal life, workspace, and worktime.

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HIV/Aids fear appeal advertisements directed at different market segments: Some considerations for corporate sponsors and NPO’s

South African Journal of Business Management ◽

10.4102/sajbm.v44i4.169 ◽

2013 ◽

Vol 44 (4) ◽

pp. 65-76 ◽

Cited By ~ 2

Author(s):

M. Terblanche-Smit ◽

N. S. Terblanche

Keyword(s):

Structural Equation ◽

Fear Appeals ◽

Fear Appeal ◽

Market Segments ◽

Societal Benefit ◽

Aids Pandemic ◽

Social Cause ◽

Social Advertising ◽

Corporate Sponsors ◽

Hiv Aids

The purpose of social advertising is to influence human behaviour for societal benefit. Given concern about the Aids pandemic in South Africa, this study used structural equation modelling and partial least squares to investigate whetherthe use of fear in social advertising increases the likelihood of adopting appropriate behaviour pertaining to HIV/Aids prevention. Fear, attitude towards the advertisements, severity, susceptibility, response efficacy and self-efficacy were examined for their effect on behavioural intent of young adults within specific market segments. Relationships were found among susceptibility, fear, attitude, and behavioural intent, and different relationship paths were identified for segments based on gender and culture/racial groupings. These differences show the value in tailoring fear appeals to different segments when addressing social cause advertisements.

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