How preexisting beliefs and message involvement drive charitable donations: an integrated model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Eric Van Steenburg ◽  
Nancy Spears
Keyword(s):  
Message Processing ◽  
Attitudes And Beliefs ◽  
Injunctive Norm ◽  
Content Type ◽  
Nonprofit Organisations ◽  
Likelihood Model ◽  
Ad Agency ◽  
Targeted Messages ◽  
Message Involvement ◽  
Highly Involved

Purpose The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations. Design/methodology/approach The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments. Findings Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement. Research limitations/implications Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients. Practical implications The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate. Originality/value This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.

The effects of high-tech cameras on sports consumers' viewing experiences: the moderating role of sports involvement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wonseok (Eric) Jang ◽  
Young Jun Kim ◽  
Kyungro Chang ◽  
Taehee Kim
Keyword(s):  
Social Media ◽  
High Tech ◽  
Message Processing ◽  
Content Type ◽  
Positive Effects ◽  
Sports Involvement ◽  
Capacity Model ◽  
Media Channels ◽  
Highly Involved

PurposeBased on the limited-capacity model of motivated mediated message processing (LC4MP), this study aims to examine the effects of different camera types on the viewing experiences of sports consumers and their intention to follow social media channels, depending on their level of sports involvement.Design/methodology/approachThe design for this experiment utilized 2 (highly involved vs less involved sports consumers) × 2 (high-tech vs non-high-tech cameras) between-subjects design. Overall, 289 US-based sports consumers participated in this experiment.FindingsThe results indicate that sports videos recorded by high-tech cameras lead to greater perceived novelty than those recorded by non-high-tech cameras, thus enhancing sports consumers' intention to follow social media channels, especially when consumers are highly involved with the target sports. However, sports consumers who are less involved with particular sports become distracted during their viewing experiences when high-tech cameras are used to broadcast games; these consumers' intentions to follow social media channels are not strengthened.Originality/valuePrevious studies have focused mainly on the positive effects of high-tech cameras on the viewing experiences of sports consumers. Based on the LC4MP, the authors extend the existing literature not only by examining the mechanism that underpins the positive effects of high-tech cameras, but also by identifying a situation where the use of high-tech cameras results in a negative viewing experience for sports consumers.

Using a social marketing approach to develop a pro-diversity intervention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Markus Brauer ◽  
Anissa Dumesnil ◽  
Mitchell Robert Campbell
Keyword(s):  
Social Marketing ◽  
Academic Research ◽  
Target Audience ◽  
Content Type ◽  
Target Behaviors ◽  
Positive Attitudes ◽  
Discriminatory Behavior ◽  
Small Set ◽  
Targeted Messages ◽  
Marketing Approach

Purpose Despite more than half a century of academic research, relatively few methods have been shown to reliably improve intergroup relations in the real world. This paper aims to use a social marketing approach to design a pro-diversity intervention in a university setting. Design/methodology/approach We conducted extensive qualitative, quantitative and observational background research to identify elements that would increase the effectiveness of the intervention. Focus groups and surveys allowed us to identify a target audience, target behaviors and the relevant barriers and benefits. Findings The background research suggested increasing inclusive behavior would have a greater impact than reducing discriminatory behavior. Based on this research, this paper determined an optimal target audience was students who had relatively positive attitudes toward diversity but engaged in few inclusive behaviors. This paper used relevant theories from the behavioral sciences to design an intervention that promoted a small set of inclusive behaviors and that addressed the relevant barriers and benefits. The intervention took the form of a single page of targeted messages that instructors can add to their course syllabi. The page communicates injunctive and descriptive norms, highlights the benefits of behaving inclusively and provides concrete behavioral advice. Originality/value The research applies the social marketing approach to a novel domain. This approach represents a new way to advance diversity, equity and inclusion through promoting inclusive and reducing discriminatory behavior.

Understanding online health community users' information adoption intention: an elaboration likelihood model perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tao Zhou
Keyword(s):  
User Behavior ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Adoption Intention ◽  
Information Adoption ◽  
Central Cues

PurposeThe purpose of this research is to draw on the elaboration likelihood model (ELM) to examine users' information adoption intention in online health communities (OHC).Design/methodology/approachThe authors collected 350 valid responses using a survey and conducted the moderated regression analysis to examine the research model.FindingsThe results indicated that users' information adoption intention is influenced by both central cues (argument quality) and peripheral cues (source credibility and emotional support). In addition, self-efficacy moderates the effect of both central cues and peripheral cues on information adoption intention.Originality/valuePrevious research has focused on the effect of individual motivations such as reciprocity and benefits on user behavior, and has seldom disclosed the influencing process of external factors on OHC users' behavioral decision. This research tries to fill the gap by adopting ELM to uncover the mechanism underlying OHC users' information adoption.

Cameroonian perspectives on entrepreneurship: discovering subcultural heterogeneity

2018 ◽  
Vol 12 (3) ◽  
pp. 258-277
Author(s):  
Dave Valliere
Keyword(s):  
National Culture ◽  
Design Methodology ◽  
Q Methodology ◽  
Public Policies ◽  
Attitudes And Beliefs ◽  
Cultural Attitudes ◽  
Content Type ◽  
Regional Effects ◽  
Entrepreneurial Activities ◽  
Practical Implications

Purpose This paper aims to explore cultural attitudes and beliefs about entrepreneurship in the southwestern region of Cameroon. This study also identifies the existence of subcultural variations with important implications for the development of entrepreneurial activities in Cameroon. Design/methodology/approach The paper uses the hybrid qualitative/quantitative Q methodology to survey and analyze a purposively diverse sample of individuals and thereby discover subcultural structures and patterns to the attitudes and beliefs that exist in Cameroonian culture. Findings This study discovers three distinct subcultures that differ significantly in their attitudes and beliefs about entrepreneurship. These subcultures can neither be predicted from commonly used national measures of cultures, such as those of Hofstede, nor are they directly attributable to regional effects. Research limitations/implications The author calls into question the continuing use of national culture as a construct in explaining and predicting entrepreneurial activities, through discovery of subcultures at odds with national measures. Further research should be undertaken to assess the prevalence within Cameroonian society of the three widely different subcultures identified here. Practical implications This paper highlights the importance of incorporating subcultural variations in attitudes and beliefs (whether regional, tribal or other) in the development and implementation of public policies to affect national entrepreneurship. Originality/value The paper applies a novel methodology to qualitatively explore the subjective variations in the meaning and value of entrepreneurship in Cameroonian society, and to quantitatively develop a structure or typology to these variations.

scholarly journals Actions, attitudes and beliefs of occupants in managing dampness in buildings

2019 ◽  
Vol 37 (1) ◽  
pp. 42-53 ◽  
Author(s):  
Karen Blay ◽  
Kofi Agyekum ◽  
Alex Opoku
Keyword(s):  
Driving Force ◽  
Design Methodology ◽  
Residential Buildings ◽  
Health Effect ◽  
Construction Materials ◽  
Health Impact ◽  
Attitudes And Beliefs ◽  
Moisture Movement ◽  
Content Type ◽  
Proof Construction

PurposeDampness in buildings affects the health of occupants, structural stability and energy efficiency of buildings. Solutions to managing dampness focus on promoting the use of damp-proof construction materials, enhancing methods to avoid the introduction of moisture during construction and creating the awareness on the health effect of dampness. These solutions are incomplete without the identification of behaviours that occupants require to manage dampness. Given that dampness is characterised by the availability of a source, a route for the moisture to travel and driving force for moisture movement, the occupants can be said to play a significant role in contributing to dampness. The paper aims to discuss these issues.Design/methodology/approachAs a result, this study seeks to examine the behaviours of occupants manifested to manage dampness in residential buildings. To achieve the aim, a qualitative research method was employed, under which interviews were carried out. Occupants in households in the northern and southern parts of England were interviewed to identify the actions, attitudes and beliefs in managing dampness.FindingsThe findings revealed actions such as aeration and the use of anti-damp sprays. From the findings, dampness instilled attitudes such as anger, moodiness and unhappiness. In addition, dampness instilled cleaning habits in occupants due to the lack of comfort moulds create and the awareness of its health impact.Research limitations/implicationsThis research also contributes to existing debates on dampness reduction specifically in residential buildings.Originality/valueThe identification of these behaviours creates the awareness for occupants on their roles in managing dampness and how dampness affects their behaviours in addition to the health impact.

Exploring online and offline shopping motivational values in Malaysia

2018 ◽  
Vol 30 (2) ◽  
pp. 352-379 ◽  
Author(s):  
Rachel Mei Ming Wong ◽  
Shiet Ching Wong ◽  
Guek Nee Ke
Keyword(s):  
Factor Analysis ◽  
Factor Model ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Age Group ◽  
Content Type ◽  
Societal Values ◽  
Gender And Age ◽  
Likelihood Model ◽  
Motivational Values

Purpose The purpose of this paper is to combine the elaboration likelihood model and hedonic/utilitarian values into a coherent model of shopping motivational values for online and offline Malaysian shoppers. Once these values were identified, they were compared to one another based on shopping channel, gender, and age group. Design/methodology/approach The Shopping Motivational Value Questionnaire was developed by the researcher after extensive literature review and measured the respondent’s perception toward shopping motivational values in both shopping channels. Data were collected from 306 Malaysians above the age of 21, and analyzed using exploratory factor analysis and pairwise t-test techniques. Findings The factor analysis revealed a three-factor model of shopping motivational values. Gratification Values were the most important to shoppers, followed by Essential and Societal Values. Shoppers perceived all these motivational values as important when shopping offline as compared to online, regardless of gender and age group. Research limitations/implications The results of the factor analysis revealed a three-factor model of shopping motivational values: Gratification Values which were the most important to shoppers, followed by Essential and Societal Values. These values were then compared to one another based on shopping channel, gender, and age group. Results indicate that shoppers perceived all these motivational values as important when shopping offline rather than online, regardless of gender and age group. Moreover, the perception of shoppers toward specific product categories and other shopping channels were not taken into account. Originality/value This study attempted to combine the elaboration likelihood model and hedonic and utilitarian values into a coherent model. A questionnaire was developed by the researcher with these two theoretical models as its foundation. Additionally, the shopping motivational values of this study have been formulated to be compatible to both shopping channels.

Public reporting on food safety incidents in China: intention and its determinants

2018 ◽  
Vol 120 (11) ◽  
pp. 2615-2630 ◽  
Author(s):  
Shijiu Yin ◽  
Ying Li ◽  
Yusheng Chen ◽  
Linhai Wu ◽  
Jiang Yan
Keyword(s):  
Food Safety ◽  
Influencing Factors ◽  
Significant Influence ◽  
Subjective Norm ◽  
Moral Norm ◽  
Descriptive Norm ◽  
Injunctive Norm ◽  
Content Type ◽  
Safety Reporting ◽  
Reporting Behaviour

Purpose The purpose of this paper is to analyse the factors that influence food safety reporting intention and behaviour of the public. Design/methodology/approach Data used in this study came from a questionnaire survey conducted in Shandong Province, China. The 642 qualified samples were analysed through structural equation model based on the expanded theory of planned behaviour to study public food safety reporting behaviour and its influencing factors. Findings Results indicated that participation attitude, subjective norm, perceived behavioural control (PBC) and moral norm had significantly positive effects on public reporting intention, which had a direct effect on behaviour. Among subjective norm, descriptive norm had a more significant influence on the intention to report than injunctive norm. PBC indirectly affected reporting behaviour through participation intention, and directly affected participation behaviour. Socio-demographic variables had significant influence on participation attitude, injunctive norm and PBC, whereas these variables had no influence on descriptive norm and moral norm. Originality/value This research is of academic value and of value to policy makers. To promote public participation in food safety reporting, the government should consider influencing factors of food safety reporting.

Demystifying continuous participation in game applications at social networking sites

2018 ◽  
Vol 28 (2) ◽  
pp. 374-392 ◽  
Author(s):  
Yi Wu ◽  
Tingru Cui ◽  
Na Liu ◽  
Yimeng Deng ◽  
Junpeng Guo
Keyword(s):  
Gender Differences ◽  
Social Networking Sites ◽  
Game Design ◽  
Research Model ◽  
Content Type ◽  
Actual Use ◽  
Likelihood Model ◽  
Practical Guidelines ◽  
Perceived Enjoyment ◽  
Use Behavior

Purpose Drawn from the social playfulness literature and the elaboration likelihood model, the purpose of this paper is to propose and test a research model to examine users’ continuous participation in SNS game applications. Design/methodology/approach A field survey with 133 subjects was conducted to test the research model. Findings Two identified design features, symbolic physicality and inherent sociability, are found to influence users’ perceived curiosity and perceived enjoyment toward playing SNS game applications. Perceived enjoyment is significantly associated with perceived curiosity and predicts users’ continuous participation of SNS game applications. The authors also observed a gender difference of social playfulness design on perceived curiosity. Research limitations/implications Use intention was used as a proxy for actual use behavior, since objective data on continuance behavior was not available. Additionally, the contributions of this study may be constrained by one single sample. Practical implications The findings of the study suggest practical guidelines for designing game applications in SNS through socialization design and symbolic physicality. Further, based on the findings of gender differences, a personalization game design strategy is provided. Originality/value The study contributes to the post-adoption IS literature and sheds light on the interesting area of social media participation. Additionally, this study enriches the online gaming research by demonstrating gender differences.

Developing a predictive model of construction industry-university research collaboration

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Monty Sutrisna ◽  
Dewi Tjia ◽  
Peng Wu
Keyword(s):  
Data Collection ◽  
Predictive Model ◽  
Construction Industry ◽  
Research Collaboration ◽  
Ann Model ◽  
Data Set ◽  
Content Type ◽  
Construction Companies ◽  
Likelihood Model ◽  
Artificial Neural Network Ann

Purpose This paper aims to identify and examine the factors that influence construction industry-university (IU) collaboration and develop the likelihood model of a potential industry partner within the construction industry to collaborate with universities. Design/methodology/approach Mix method data collection including questionnaire survey and focus groups were used for data collection. The collected data were analysed using descriptive and inferential statistical methods to identify and examine factors. These findings were then used to develop the likelihood predictive model of IU collaboration. A well-known artificial neural network (ANN) model, was trained and cross-validated to develop the predictive model. Findings The study identified company size (number of employees and approximate annual turnover), the length of experience in the construction industry, previous IU collaboration, the importance of innovation and motivation of innovation for short term showed statistically significant influence on the likelihood of collaboration. The study also revealed there was an increase in interest amongst companies to engage the university in collaborative research. The ANN model successfully predicted the likelihood of a potential construction partner to collaborate with universities at the accuracy of 85.5%, which was considered as a reasonably good model. Originality/value The study investigated the nature of collaboration and the factors that can have an impact on the potential IU collaborations and based on that, introduced the implementation of machine learning approach to examine the likelihood of IU collaboration. While the developed model was derived from analysing data set from Western Australian construction industry, the methodology proposed here can be used as the basis of predictive developing models for construction industry elsewhere to help universities in assessing the likelihood for collaborating and partnering with the targeted construction companies.

Mediating role of attitude in halal cosmetics purchase intention: an ELM perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anubha  
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Muslim Women ◽  
Final Analysis ◽  
Mediation Effect ◽  
Content Type ◽  
Purchasing Intention ◽  
Likelihood Model ◽  
New Perspective

Purpose The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration likelihood model (ELM). Design/methodology/approach The positivist paradigm approach has been used to test the proposed mediation model using structural equation modelling. Responses of 313 Indian Muslim women who read reviews shared on various social media platforms before making any halal cosmetics purchase intention have been used for the final analysis. Mediation was tested using bootstrapping. Findings The findings of the study revealed that attitude towards halal cosmetics mediates the relationships of various drivers of eWOM with halal cosmetics purchase intention. However, it was observed that this mediation was partial in the context of eWOM quality, eWOM valence and eWOM consistency. Furthermore, for eWOM quantity, the mediation effect was full as the direct impact of eWOM quality on halal cosmetics purchase intention was not significant but its indirect impact on the latter via attitude was found to be significant. Research limitations/implications This study adds to the marketing communication literature, especially in the context of eWOM. The study also validates ELM theory in explaining the attitude that shapes the halal cosmetics purchase intention, thus the current study enriches the ELM literature. Practical implications The current study offers several implications for halal cosmetics marketers. It offers various suggestions to them on how to capitalize on eWOM as it influences Indian Muslim women’s purchasing intention for halal cosmetics by shaping their attitude towards such cosmetics favourably. Originality/value With reference to halal cosmetics, the current study offers a new perspective by examining the purchasing intention for such cosmetics based on various drivers of eWOM. The attitude towards halal cosmetics as a mediator has helped in better explaining the purchase intention for halal cosmetics.

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