scholarly journals Emotional appeals in UK business-to-business financial services advertisements

2018 ◽  
Vol 36 (1) ◽  
pp. 208-227 ◽  
Author(s):  
Emmanuel Mogaji ◽  
Barbara Czarnecka ◽  
Annie Danbury
Keyword(s):  
Financial Services ◽  
Business Owners ◽  
Structured Interviews ◽  
Content Type ◽  
Print Advertisements ◽  
Emotional Appeal ◽  
Emotional Appeals ◽  
Business Customers ◽  
Business To Business

Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out. Findings Emotional appeals are embedded in B2B financial services advertisements, and business owners acknowledge the presence of emotional appeals; however, the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process. Research limitations/implications Accurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners. Practical implications Emotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally appealing advertisements. Customers must feel appreciated and loyalty should be rewarded. Originality/value The paper responds to numerous calls for more research into the role of emotional influences on the relationships in a B2B context and on the behaviour of business customers.

scholarly journals Business to business digital content marketing: marketers’ perceptions of best practice

2014 ◽  
Vol 8 (4) ◽  
pp. 269-293 ◽  
Author(s):  
Geraint Holliman ◽  
Jennifer Rowley
Keyword(s):  
Information Needs ◽  
Good Practice ◽  
Digital Content ◽  
Structured Interviews ◽  
Theoretical Understanding ◽  
Content Type ◽  
Inbound Marketing ◽  
Business To Business ◽  
Content Marketing

Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges. Originality/value – As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.

Enhancing service innovation in a business-to-business context

2014 ◽  
Vol 6 (4) ◽  
pp. 290-308 ◽  
Author(s):  
Maaria Nuutinen ◽  
Katri Ojasalo
Keyword(s):  
Service Innovation ◽  
Research Process ◽  
Structured Interviews ◽  
Content Type ◽  
Business Context ◽  
Service Logic ◽  
Interdisciplinary Framework ◽  
Business Customers ◽  
Reciprocal Value ◽  
Business To Business

Purpose – The purpose of this article is to develop a theoretically and empirically grounded interdisciplinary framework for understanding service innovation in a business-to-business (b-to-b) context, particularly from the perspective of the small- and medium-sized enterprise (SME). Design/methodology/approach – This study used an abductive research process, supported by theoretical insights from a literature review, and empirical evidence from a multiple-case study. Six SME case companies were all transforming towards service logic. The empirical data consists of semi-structured interviews with the case companies and their business customers, workshops and business documents. Findings – The study identified four critical service logic-related perspectives in service innovation in a b-to-b context, and related key questions: How is potential for new service business recognised? How is freedom of action perceived? What kinds of strategies are plausible? What are the reasons, objectives and support for the change? The shared interpretation of these questions within an organisation seemed to be related to the company’s success in doing business in new ways, enhancing service innovations and in their transformation to service logic. Originality/value – This article offers a new interdisciplinary and empirically grounded perspective on innovation in the b-to-b and SME context framing the phenomenon in service logic. Tackling the questions is a precondition for SMEs in enhancing service orientation in strategy, mutual value orientation in organisational culture, their role in others’ business and collaborative business development, thus enhancing service innovations producing reciprocal value-in-use over time.

A smile – the key to everybody’s heart?

2019 ◽  
Vol 54 (2) ◽  
pp. 261-281 ◽  
Author(s):  
Chi Pham ◽  
Felix Septianto
Keyword(s):  
Message Framing ◽  
Content Type ◽  
Non Profit ◽  
Mediating Role ◽  
Emotional Appeal ◽  
Request Message ◽  
Emotional Appeals ◽  
Positive Perspective ◽  
Practical Implications

Purpose This paper aims to investigate how to improve the effectiveness of charitable advertising by matching emotional appeal (happy-faced vs sad-faced beneficiary) and message framing (recognition vs request) within advertising messages. Design/methodology/approach Two experiments examining real donation allocations were conducted. Study 1 established the “match-up” effect between advertising image and message. Study 2 replicated the findings of Study 1 as well as testing the mediating role of hope and sympathy. Findings The authors provide empirical evidence that consumers allocate a greater donation amount to a charity when they see an image of a sad-faced child combined with a request message (e.g. “please donate”), or an image of a happy-faced child combined with a recognition message (e.g. “thank you”). Notably, these effects are mediated by the emotions of hope and sympathy, respectively. Research limitations/implications This research highlights the importance of matching images of beneficiaries with the appropriate advertising copy. Depending on whether a charity seeks to position itself in a positive perspective to evoke hope, or alternatively, portray itself in relation to a sadder landscape that elicits sympathy, the respective choice of recognition or request messages can help boost donation outcomes. Practical implications Charities and non-profit organizations can develop more effective charitable advertising by purposively matching specific emotional appeals and message framings when designing advertisements. Originality/value The research illustrates a novel mechanism that shows when and how combining image and message can influence the effectiveness of charitable advertising.

An entrepreneurial relationship marketing approach to B2B selling

2017 ◽  
Vol 19 (1) ◽  
pp. 2-25 ◽  
Author(s):  
Donald P. Addison ◽  
Tony Lingham ◽  
Can Uslay ◽  
Olivia F. Lee
Keyword(s):  
Organizational Performance ◽  
Financial Services ◽  
Relationship Building ◽  
Theory Approach ◽  
Subject Matter Experts ◽  
Structured Interviews ◽  
Content Type ◽  
Traditional Marketing ◽  
Business To Business ◽  
Grounded Theory Approach

Purpose The purpose of this paper is to examine the entrepreneurial practice of intellectual capital sharing (ICS) with client organizations and assess its potential for collaborative business-to-business (B2B) relationship building. B2B collaborations within the traditional marketing paradigm are restricted due to perceived opportunism. Design/methodology/approach The research is based on the grounded theory approach and involves 22 semi-structured interviews with the employees of a focal organization and its five client organizations regarding 36 implemented projects. Interviews were transcribed, coded and analyzed via constant comparison to surface codes, categories, concepts and themes from which the authors developed propositions based on the particular context of this study. Findings ICS approach helps customers to reconstruct sellers’ identity from one characterized by opportunism and arm’s length relationships to one defined by openness and collaboration. Identified benefits of ICS include higher trust, commitment, social bonding, value co-creation, individual and organizational performance and learning. Eight propositions and a model of ICS consequences are presented. Research limitations/implications The context of the study is limited to a single industry – financial services – however, the findings should be highly relevant for other sales contexts characterized by low buyer trust. Practical implications Entrepreneurial marketers can engage in ICS approach quickly at minimal cost, as the capabilities and talent are typically already internal to the organization. Originality/value This paper examines a unique relational approach to serving clients called ICS that de-emphasizes the sale. Subject matter experts help buyers overcome challenges outside the scope of the traditional marketing paradigm.

Managerial framework for bank advertising

2019 ◽  
Vol 37 (7) ◽  
pp. 1547-1565 ◽  
Author(s):  
Mónika Anetta Alt ◽  
Zsuzsa Săplăcan ◽  
József Berács
Keyword(s):  
Financial Services ◽  
Financial Service ◽  
Target Market ◽  
Savings And Loans ◽  
Banking Services ◽  
Content Type ◽  
Print Advertisements ◽  
Creative Strategy ◽  
Emotional Appeals ◽  
Practical Implications

Purpose The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were classified based on the FCB grid: high/low involvement and think/feel decision. Design/methodology/approach The data were collected from 62 banks with content analysis based on 1,514 unique print advertisements, published between 2006 and 2014 in national newspapers in Romania and Hungary. The ads were coded, based on Pollay’s appeals, and then a cluster analysis was performed to identify appeal and financial service clusters. Findings The results revealed ten bank-specific appeals which can be used for advertising four different banking services categories. All type of savings and loans for B2B are advertised with quality appeals (safety, productivity); current account and card, personal/home loans are advertised with financial value appeals (convenient, cheap); corporate branding with emotional appeals (affiliation, distinctive, enjoyment); and services with mixed appeals. Research limitations/implications The study could be extended for different target market, creative strategy, other media and more countries. Practical implications The paper provides guidelines on how the FCB grid could be extended for bank services to recommend specific appeals for each category. Originality/value The financial service literature proposes guidelines regarding bank advertisements. However, the recommended advertisement appeals were not linked to different bank services. This paper creates a comprehensive managerial framework in order to match the bank’s specific appeals with different bank services.

scholarly journals Power, the Pacific Islands, and the Prestige Press: A Case Study of How Climate Reporting is Influenced by UN Framework Convention on Climate Change Summits

2021 ◽  
pp. 194016122110180
Author(s):  
Meghan M. Shea ◽  
James Painter ◽  
Shannon Osaka
Keyword(s):  
Climate Change ◽  
Media Coverage ◽  
Pacific Islands ◽  
Structured Interviews ◽  
The Pacific ◽  
Emotional Appeals ◽  
Issue Attention ◽  
Quantitative Results

While studies have investigated UN Framework Convention on Climate Change (UNFCCC) meetings as drivers of climate change reporting as well as the geopolitical role of Pacific Islands in these international forums, little research examines the intersection: how media coverage of Pacific Islands and climate change (PICC) may be influenced by, or may influence, UNFCCC meetings. We analyze two decades of reporting on PICC in American, British, and Australian newspapers—looking at both volume and content of coverage—and expand the quantitative results with semi-structured interviews with journalists and Pacific stakeholders. Issue attention on PICC increases and the content changes significantly in the periods around UNFCCC meetings, with shifts from language about vulnerability outside of UNFCCC periods to language about agency and solutions. We explore the implications of these differences in coverage for both agenda setting and the amplification of emotional appeals in UNFCCC contexts.

scholarly journals Sinabung volcano: how culture shapes community resilience

2019 ◽  
Vol 28 (3) ◽  
pp. 290-303
Author(s):  
Marta Mori ◽  
Ronan McDermott ◽  
Saut Sagala ◽  
Yasmina Wulandari
Keyword(s):  
Structured Interviews ◽  
Content Type ◽  
Aid Dependency ◽  
Relief Operations ◽  
Long Term Impact ◽  
Cultural Experts ◽  
Practical Implications

Purpose The purpose of this paper is to explore how culture, including traditions and social structures, can influence resilience and how culturally sensitive relief operations can put affected people and their context at the core of any interventions. Design/methodology/approach A case study of the Mt Sinabung volcano area in Indonesia was undertaken. As part of the case study, an analysis of interventions was conducted, which was complemented by semi-structured interviews with Karo cultural experts and humanitarian organisations. Findings Culture influences the manner in which the Karo people react to volcano eruptions with varying implications for recovery. In addition, relief organisations which understand people’s actions through a cultural lens have better managed to tailor programs with long-term impact, thereby avoiding aid dependency. Practical implications Practical examples of disaster management activities that adequately account for the beneficiaries’ way of living prior to the eruptions are provided. Aid actors are provided with guidance concerning how to better tailor their activities in line with a cultural lens. Originality/value The study provides empirical grounding for claims concerning the role of culture in planning interventions in Indonesia and other similar contexts.

Beyond social capital: a capability approach to understanding Refugee Community Organisations and other providers for “hard to reach” groups

2014 ◽  
Vol 10 (2) ◽  
pp. 61-72 ◽  
Author(s):  
Jennifer Clarke
Keyword(s):  
Capability Approach ◽  
Service Providers ◽  
Structured Interviews ◽  
Content Type ◽  
Refugee Community ◽  
Community Organisations ◽  
Purposive Sample ◽  
The Capability Approach

Purpose – The purpose of this paper is to explore the value of the “capability approach” as an alternative framework for understanding and conceptualising the role of Refugee Community Organisations (RCOs) and other providers for groups conventionally considered “hard to reach”. Design/methodology/approach – A study of the education services of RCOs, drawing primarily on semi-structured interviews with 71 users, is put forward as a case study for how the capability approach can be operationalised. Findings – The capability approach is found to offer various valuable insights, relating to its appreciation of the multi-dimensional nature of human wellbeing, the significance of individual diversity, and the importance of human agency. Research limitations/implications – The case study is based on a relatively small purposive sample, and may have limited external validity. As the research design proved strong for exploring how RCOs develop their users’ capabilities but weak for exploring if and how they may also constrict them, further research in this area is required. Practical implications – A number of valuable attributes of the capability approach are highlighted for broadening the understanding, the role of RCOs and other service providers. Social implications – The paper outlines the potential of the capability approach to contribute to policymaking related to RCOs and other providers, and to debates relating to social exclusion, cohesion and integration. Originality/value – The paper draws attention to the value of the capability approach within the field of migration research.

scholarly journals Adaptations in traditional courtyard houses in Baghdad, Iraq

2017 ◽  
Vol 35 (4) ◽  
pp. 348-363 ◽  
Author(s):  
Rand H.M. Agha ◽  
John M. Kamara
Keyword(s):  
Design Methodology ◽  
Full Range ◽  
Physical Structure ◽  
Structured Interviews ◽  
Content Type ◽  
Case Study Analysis ◽  
Physical Spaces ◽  
Adaptation Model

Purpose The purpose of this paper is to investigate the adaptations that have been made to traditional courtyard houses (TCHs) in Baghdad, Iraq. The aim is to develop an understanding of various factors in the adaptation of these buildings to suit contemporary lifestyles, which will contribute to the wider field of building adaptability. Design/methodology/approach Empirical evidence was collected through case studies of 12 TCHs in the Al-Kadhimiya area of Baghdad, which involved a physical survey of buildings and semi-structured interviews with 24 occupants. Findings Case study analysis show that building adaptability involves both a change to physical spaces and also to lifestyles; with the latter being more likely when there are limitations in how much change can be made to the physical structure. Research limitations/implications The focus of this research is mainly on users’ adaptation of spaces and therefore does not consider the full range of stakeholders involved in the adaptation process. The findings also only apply to the cases considered and may not be applicable to other house types or locations. Originality/value Studies on building adaptability mostly focus on the ease of change to the building fabric, although the role of users is acknowledged. This study provides insights into the complexity and variety of changes that users can make, which are influenced by lifestyles and driven by the need for comfort. These insights are represented in an adaptation model, which can serve as a basis for further research.

Re-conceptualising call-centres as sites of control: the insider perspective

2014 ◽  
Vol 48 (1/2) ◽  
pp. 25-46 ◽  
Author(s):  
Edward Kasabov ◽  
Anna C.C.C. da Cunha
Keyword(s):  
Design Methodology ◽  
Customer Orientation ◽  
Practical Importance ◽  
Call Centre ◽  
Structured Interviews ◽  
Content Type ◽  
Call Centres ◽  
Customer Dissatisfaction ◽  
Customer Centricity

Purpose – The role of call-centres during service recovery has attracted much attention in research. However, marketers know less about controlling customers during recovery interactions and consequences of such control. In order to address this gap and empirically ascertain whether service interactions are marked by customer centricity or by employees exerting control over customers, the aim of the authors was to organise an empirical research in two Brazilian call-centres. Design/methodology/approach – The research consisted of direct, open observation and 33 semi-structured interviews with insiders (call-centre managers, supervisors and operatives). Findings – Four key findings emerged during interviews with insiders. First, control over customers may be more widely practiced than assumed in certain sections of marketing academe. Second, such control is viewed positively by call-centre insiders and is sanctioned by management. Third, control does not disempower and demoralise call-centre staff but protects operatives. Finally, control does not seem to unavoidably generate lasting customer dissatisfaction. These findings are incorporated in a framework of call-centre management which incorporates control through scripting. Research limitations/implications – The discussion calls for the revisit of certain marketing concepts and philosophies, including customer orientation, by demonstrating that control over customers is practised and should not be viewed negatively or avoided altogether in practice and as a topic of analysis. A re-conceptualisation of call-centres as sites of control over customers is proposed. Originality/value – Control and power are rarely analysed in services marketing. This is one of a few studies that makes sense of providers' (insiders') viewpoints and argues that control may play a constructive role and should be seen as a legitimate topic of services and call-centre analysis. As such it addresses a question of intellectual and practical importance which is rarely discussed and may be viewed as incongruous with an age when customers are assumed to have rights.

Sign in / Sign up

Export Citation Format

Share Document