In the mood for [the right kind of] social marketing communication

2014 ◽  
Vol 4 (1) ◽  
pp. 38-57 ◽  
Author(s):  
George Anghelcev ◽  
Sela Sar
Keyword(s):  
Social Marketing ◽  
Negative Mood ◽  
Environmental Communication ◽  
Similar Response ◽  
Marketing Communication ◽  
Response Patterns ◽  
Negative Consequences ◽  
Content Type ◽  
Recycle Paper ◽  
The Right

Purpose – The effectiveness of social marketing communication should depend both on message features and on the psychological characteristics of message recipients. This premise was tested in an experiment focused on why consumers may respond differently to different types of pro-recycling advertisements. The message feature was the way in which the advertisements were framed. The psychological characteristic of the message recipient was the respondent's mood. The paper aims to discuss these issues. Design/methodology/approach – Hypotheses were tested in the context of an experiment focused on paper recycling. Findings – It was hypothesized that congruity between mood and the frame of the message would result in more favorable message evaluations and higher intentions to recycle than incongruity. Supporting the study's hypotheses, the data showed that participants in a negative mood had higher intentions to recycle paper and evaluated pro-recycling advertisements more favorably when the ads emphasized avoiding negative consequences as opposed to attaining desired benefits. Among participants in a positive mood, desired benefit advertisements induced higher intentions to recycle paper and were evaluated more favorably than advertisements framed in terms of avoiding negative consequences. Practical implications – A clear message placement strategy is suggested to increase the effectiveness of social marketing communication campaigns. Originality/value – This mood congruity effect has not been reported before in the context of pro-environmental communication. Furthermore, the study provides empirical evidence of the underlying psychological mechanisms that cause the observed interaction. The evidence suggests the data could be predictive of similar response patterns in other social marketing communication domains (e.g. in response to health messages, volunteering, charity, etc.).

Eliciting positive social change: marketing’s capacity to drive prosocial behaviours

2015 ◽  
Vol 33 (5) ◽  
pp. 826-843 ◽  
Author(s):  
Aron O'Cass ◽  
Deborah Griffin
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Social Issues ◽  
Future Research ◽  
Prosocial Behaviour ◽  
Negative Consequences ◽  
Content Type ◽  
Positive Feelings ◽  
Prosocial Behaviours ◽  
Practical Implications

Purpose – While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose of this paper is to explore the determinants and outcomes of prosocial behaviours. Design/methodology/approach – A web-based self-administered survey was used to collect data from a convenience sample of largely university staff and students. Data obtained were analysed using SEM-based partial least squares methodology. Findings – The results show that individuals who are future oriented and issue involved are more likely to engage in prosocial behaviour. Also, these individuals are more likely to assess fewer negative consequences and experience more positive feelings as a result of their prosocial behaviour. Research limitations/implications – While the study focuses on two social issues, it does provide some explanation of self-reported behaviour, rather than intention to behave. However, future research could pay attention to a wider array of social issues and undertake post hoc testing to measure the characteristics of the chosen social issues. This may enhance findings, and provide greater support for the generalisability of the model. Also, future research could be directed towards the examining the role of perceived risk and feelings as an outcome of behaviour. Practical implications – A better understanding of the prosocial individual can assist in designing more effective social marketing campaigns. In particular, focusing on positive feelings as a result of engaging in prosocial behaviour has practical implications. Originality/value – Little attention has been given in the marketing and consumer behaviour literature to understanding the prosocial individual. To this end, this research empirically tests a model of prosocial behaviour for two social issues that integrates determinants (social responsibility, time orientation and issue involvement) and outcomes (assessment of negative consequences and feelings). Moreover, the results highlight that positive feelings are a significant outcome of prosocial behaviour.

Problem recognition: integrating help-seeking theory in social marketing

2017 ◽  
Vol 7 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Rachel Akiko Sato ◽  
Judy Drennan ◽  
Ian Lings
Keyword(s):  
Social Marketing ◽  
Stages Of Change ◽  
Critical Incident ◽  
Help Seeking ◽  
Young Male ◽  
Online Gaming ◽  
Negative Consequences ◽  
Problem Recognition ◽  
Content Type ◽  
Problematic Online Gaming

Purpose Online gaming is a global phenomenon that can lead to behavioural addiction and affect players’ mental and physical health. This paper aims to integrate the concepts of help-seeking and stages of change to investigate triggers for problem recognition for problematic online gaming that lead to help-seeking behaviour. Design/methodology/approach Critical Incident Technique method was used to collect a total of 78 critical incidents from a sample of 12 male online gamers who self-identified as having experienced problematic online gaming behaviour. Findings Six classifications of problem recognition triggers for young male problematic online gamers were identified: self-realisation, negative consequences, negative emotions, social influence, competing priorities and impact on social skills. Results indicate that both positive and negative triggers are important for problem recognition. Originality/value Valuable contributions were made to the social marketing literature by presenting an integrated model of help-seeking and stages of change theories, providing new insights into SOC and expanding the understanding of the processes involved in the transition between pre-contemplation and contemplation.

Kick Andy, The Oprah Winfrey TV Show of Indonesia

2014 ◽  
Vol 4 (1) ◽  
pp. 1-13
Author(s):  
Amalia E. Maulana ◽  
Lexi Z. Hikmah
Keyword(s):  
Social Marketing ◽  
Subject Area ◽  
Oprah Winfrey ◽  
Entertainment Education ◽  
Content Type ◽  
The Usa ◽  
Tv Shows ◽  
The Many ◽  
The Right ◽  
Tv Show

Subject area Social Marketing, Entertainment Education Program. Study level/applicability Postgraduate program. Master in Strategic Marketing and Master in Business Administration. Case overview In the midst of the many TV shows that do not provide enlightenment, Kick Andy TV Show appeared to provide answers to the public unrest. In the spirit of “Watch with Heart” Kick Andy serves Entertainment-Education and Social rarely glimpsed by the television station. Success of Kick Andy TV Show made this brand doing brand extension such as Kick Andy Foundation, Kick Andy Magazine, Kick Andy Enterprise and others. Challenge for this program is to maintain the right balance between social, entertainment and education. Expected learning outcomes This Case Study illustrates that Kick Andy TV Show filled the value gap that viewers experienced from existing TV show. This show is similar to the offer of Oprah Winfrey Show in the USA. Student is expected to understand social marketing primarily related to entertainment-education TV show. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

scholarly journals Rebels with a cause: the spiritual dimension of social marketing

2017 ◽  
Vol 7 (2) ◽  
pp. 223-232 ◽  
Author(s):  
Gerard Hastings
Keyword(s):  
Social Marketing ◽  
Collective Identity ◽  
Personal Growth ◽  
Moral Agency ◽  
Social Progress ◽  
Past Century ◽  
Conceptual Approach ◽  
Content Type ◽  
Spiritual Dimension ◽  
The Right

Purpose This paper aims to explore the spiritual dimension of social marketing. Design/methodology/approach The paper adopts a conceptual approach. Findings The greatest problems humankind faces, from non-communicable diseases epidemics to global warming, are self-inflicted. Humans are voluntarily drinking sugar-sweetened beverages and driving SUVs which threaten our health and our planet. It need not be so. Historical experience and two millennia of thinking show we are capable of better. We all have within us the moral agency to make the right choice even when it is the difficult one; we just have to reconnect with it. Indeed, it is this capacity and desire “to follow after wisdom and virtue”, to rebel against injustice and malignancy, that make us human and cements our collective identity. In the past century, this realisation was focused by the terrible events of Second World War and resulted in the formation of the United Nations and the Universal Declaration of Human Rights. Originality/value This paper argues that these ideas of agency, morality and rights have fundamental implications for social marketing. We have to move beyond mere behaviour change and start thinking about people in the round – body, mind and spirit. Our job involves more than giving diets a healthy nudge or making the ecological option easy, fun and popular; we have to foster and encourage the innate human drive to think critically and act accordingly. We are not here to edit choice but to facilitate personal growth and social progress.

Social marketing communication messages

2015 ◽  
Vol 5 (1) ◽  
pp. 40-55 ◽  
Author(s):  
Jane McKay-Nesbitt ◽  
Sukki Yoon
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Marketing Communication ◽  
Message Content ◽  
Health Organizations ◽  
Content Type ◽  
Message Effectiveness ◽  
Source Effects ◽  
Message Source ◽  
Health Organization

Purpose – This paper examines how social marketing communication messages influence physical activity attitudes when a health organization is revealed as the message source. Design/methodology/approach – This paper examines how social marketing communication messages influence physical activity attitudes when a health organization is revealed as the message source. Findings – Results from three studies using experimentally manipulated messages (Studies 1 and 3) and real TV commercials (Study 2) suggest that work-framed social marketing communication messages may be more effective than fun-framed messages when the sponsoring health organization is disclosed, versus not disclosed in the ad. Research limitations/implications – This research extends the literature on source-effects on message effectiveness by suggesting that the type of message sponsor (i.e. a health organization) may influence attitudes toward the physical activity promoted in the message content. Practical implications – The results suggest that health organizations may be able to maximize communication effectiveness by employing work – rather than fun-framed messages, when it is evident that the message source is a health organization. When individuals are unaware that a health organization is the message source or when a non-health organization is the message source, fun-framed messages may be as effective for encouraging physical activity. Social implications – This research may assist health organizations to make the best use of their limited resources by providing guidance for the development of social marketing communication messages that encourage people to be physically active. Originality/value – Although source effects on marketing message effectiveness have been well established in the marketing literature, this study is the first to suggest that a health-organization message source interacts with work- versus fun-framed message content to impact the persuasiveness of messages designed to encourage physical activity.

Tourism as a Tool for the Fulfilment of the Rights to Rest and Leisure Enshrined in Article No. 24 of the Universal Declaration of Human Rights

2019 ◽  
Vol 76 (3-4) ◽  
pp. 180-188
Author(s):  
Bianca Nicla Romano
Keyword(s):  
Human Rights ◽  
Legal System ◽  
Universal Declaration ◽  
Title V ◽  
Negative Consequences ◽  
Real Right ◽  
Right To Work ◽  
The Individual ◽  
The Right ◽  
Italian Constitution

Art. 24 of the 1948 Declaration of Human Rights recognises and protects the right of the individual to rest and leisure. This right has to be fully exercised without negative consequences on the right to work and the remuneration. Tourism can be considered one of the best ways of rest and leisure because it allows to enrich the personality of the individual. Even after the reform of the Title V this area is no longer covered by the Italian Constitution, the Italian legal system protects and guarantees it as a real right, so as to get to recognize its existence and the consequent compensation of the so-called “ruined holiday damage”. This kind of damage has not a patrimonial nature, but a moral one, and the Tourist-Traveler can claim for it when he has not been able to fully enjoy his holiday - the essential fulcrum of tourism - intended as an opportunity for leisure and/or rest, essential rights of the individual.

PEMILIHAN MEDIA KOMUNIKASI DARI MAHASISWA UNIVERSITAS BUNDA MULIA ANGKATAN 2010/2011 JURUSAN MANAJEMEN

2017 ◽  
Vol 6 (2) ◽  
Author(s):  
Lelly Christin
Keyword(s):  
Market Share ◽  
Direct Mail ◽  
Communication Media ◽  
Marketing Communication ◽  
University Management ◽  
Integrated Marketing ◽  
Information Need ◽  
Integrated Marketing Communication ◽  
The Right ◽  
The University

<p>Lately competition becomes really tough, because of that each University has to choose the right strategy in order to increase their market share. Some of the strategies than can be done are by choosing the right communication media for each promotion that the university wants to do. For the reason, this research wants to know which communication media that really attracts students at Bunda Mulia University, Management Major in year 2010/2011. In this research, the writers used incidental sampling. The writers also use questionnaire for gathering the data or information need. To analyze the data, the writes use SPSS ver. 15.0 for windows. The conclusion of this research about the highest percentage to the lowest percentage of the most attractive communication media are television, internet, direct mail, magazines, radio, newspapers, outdor advertising, and the last one is telemarketing. According to result, the highest percentage of an attractive communication media is television, so writer suggest that the best media to do the promotion is television media.</p><p>Keyword :</p><p>Communication media, markeing communication, integrated marketing communication</p>

Islamic hedging for pilgrimage funds: case of Indonesia

2019 ◽  
Vol 11 (3) ◽  
pp. 328-341
Author(s):  
Rifki Ismal ◽  
Nurul Izzati Septiana
Keyword(s):  
Exchange Rate ◽  
The Other ◽  
Exchange Rate Risk ◽  
Content Type ◽  
Other Hand ◽  
Rate Risk ◽  
Risk Identify ◽  
Hajj Season ◽  
The Right ◽  
Very High

Purpose The demand for Saudi Arabian real (SAR) is very high in the pilgrimage (hajj) season while the authority, unfortunately, does not hedge the hajj funds. As such, the hajj funds are potentially exposed to exchange rate risk, which can impact the value of hajj funds and generate extra cost to the pilgrims. The purpose of this paper is to conduct simulations of Islamic hedging for pilgrimage funds to: mitigate and minimize exchange rate risk, identify and recommend the ideal time, amount and tenors of Islamic hedging for hajj funds, estimate cost saving by pursuing Islamic hedging and propose technical and general recommendations for the authority. Design/methodology/approach Forward transaction mechanism is adopted to compute Islamic forward between SAR and Rupiah (Indonesian currency) or IDR. Findings – based on simulations, the paper finds that: the longer the Islamic hedging tenors, the better is the result of Islamic hedging, the decreasing of IDR/USD is the right time to hedge the hajj funds and, on the other hand, the IDR/SAR appreciation is not the right time to hedge the hajj funds. Findings Based on simulations, the paper finds that: the longer the Islamic hedging tenors, the better is the result of Islamic hedging, the decreasing of IDR/USD is the right time to hedge the hajj funds and, on the other hand, the IDR/SAR appreciation is not the right time to hedge the hajj funds. Research limitations/implications The research suggests the authority to (and not to) hedge the hajj fund, depending on economic conditions and market indicators. Even though the assessment is for the Indonesian case, other countries maintaining hajj funds might also learn from this paper. Originality/value To the best of author’s knowledge, this is the first paper in Indonesia that attempts to simulate the optimal hedging of hajj funds.

Family-supportive organizational environment and turnover intention

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fatemeh Taheri
Keyword(s):  
Job Satisfaction ◽  
Turnover Intention ◽  
Work Life ◽  
Organizational Environment ◽  
Staff Retention ◽  
Negative Consequences ◽  
Content Type ◽  
Work Family ◽  
Work Family Enrichment ◽  
Family Enrichment

PurposeThe purpose of this paper is to test a model in which family-supportive organizational environment is associated with lower levels of turnover intention through higher levels of work-family enrichment and job satisfaction.Design/methodology/approachBased on a sample of 300 employees, the bootstrap procedure for estimating indirect correlations in multiple mediator models was used to test the research hypotheses.FindingsThe results suggest that employees experiencing high levels of family-supportive organizational environment are likely to report lower intention to leave their profession by virtue of their higher levels of job satisfaction and work-life enrichment.Research limitations/implicationsThe study is limited to public organization and sample size. Further research is needed to make comparison between large/state-owned and small/private organizations.Practical implicationsIn the Iran context, work-family enrichment and job satisfaction are effective in reducing the employees' turnover intention. Organizations should show concerns for the employees' work-life enrichment and job satisfaction to reduce their turnover intention.Social implicationsTurnover is one of the problems of organizations in many countries throughout the world including Iran, which has negative consequences through increasing the cost of organizations. The results of this study suggest ways in which staff retention could be improved.Originality/valueThe present study contributes to supportive organizational environment literature by addressing the relationship between family-supportive organizational environment and employee-related outcomes. Given some commonalities between Iran and other developing countries, the findings might be of potential interest in comparative studies dealing with the employees' turnover issue.

scholarly journals OP0162 ETANERCEPT RESPONSE CLUSTERS IN JUVENILE IDIOPATHIC ARTHRITIS

2021 ◽  
Vol 80 (Suppl 1) ◽  
pp. 97.1-98
Author(s):  
S. Shoop-Worrall ◽  
K. Hyrich ◽  
L. Wedderburn ◽  
W. Thomson ◽  
N. Geifman
Keyword(s):  
Young People ◽  
Disease Activity ◽  
Treatment Response ◽  
Similar Response ◽  
Response Patterns ◽  
Active Joint ◽  
Research Support ◽  
Similar Treatment ◽  
Children And Young People ◽  
Multiple Drugs

Background:In children and young people (CYP) with JIA, we have previously identified clusters with different patterns of disease impact following methotrexate (MTX) initiation. It is unclear whether clusters of treatment response following etanercept (ETN) therapy exist and whether, in a group of CYP who have responded inadequately to or had adverse events on methotrexate, similar treatment response patterns exist. Novel response patterns would aid stratified treatment approaches through better understanding and potential forecasting of more specific response patterns across multiple domains of disease.Objectives:To identify and characterise trajectories of juvenile arthritis disease activity score (JADAS) components following ETN initiation for JIA.Methods:ETN-naïve CYP with non-systemic JIA were selected if enrolled prior to January 2019 in at least one of four CLUSTER consortium studies: BSPAR-ETN, BCRD, CAPS and CHARMS, at point of starting ETN as their first biological therapy. JADAS components (active joint count, physician’s global assessment (0-10cm), parental global evaluation (0-10cm) and standardised ESR (0-10) were collected at ETN initiation and during the following year.Multivariate group-based trajectory models, that identify clusters of CYP with similar patterns of change over time, were used to explore ETN response clusters across the different JADAS components. Censored-normal (global scores, ESR) and zero-inflated Poisson (active joint count) models were used, adjusting for year of ETN initiation. Optimal models were selected based on a combination of model fit (BIC), parsimony, and clinical plausibility.Results:Of the 1003 CYP included, the majority were female (70%) and of white ethnicity (90%), with rheumatoid factor-negative JIA the most common disease category (39%).The optimal model identified five trajectory clusters of disease activity following initiation of ETN (Figure 1). Clusters following ETN were similar and covered similar proportions of CYP to those previously identified following MTX: Fast (Group 1: 13%) and Slow (Group 2: 10%) response, active joint count improves but either physician (Group 3: 6%) or parent global scores (Group 4: 34%) remain persistently raised and a group with persistent raised scores across all JADAS components (Group 5: 36%). Compared to the persistent disease cluster, those with greater improvement had lower age and higher functional ability at ETN initiation and those with persistent raised parent global scores had lower ESR levels and were less likely to be RF-positive at ETN initiation.Figure 1.Clusters identified following ETN initiation in children and young people recruited to the UK BSPAR-ETN, BCRD, CAPS and CHARMS studies.Conclusion:This study has identified that within CYP initiating ETN, similar response clusters are evident to those previously identified following MTX. This commonality suggests a new framework for understanding treatment response, beyond a simple responder/non-responder analysis at a set point, which applies across multiple drugs despite different mechanisms of action and previous unfavourable treatment outcomes. Understanding both clinical factors associated with, and biological mechanisms underpinning, these clusters would aid stratified medicine in JIA.Acknowledgements:We thank the children, young people and families involved in CLUSTER, as well as clinical staff, administrators and data management teams. Funding for CLUSTER has been provided by generous grants from the MRC, Versus Arthritis, GOSH children’s charity, Olivia’s vision and the NIHR Manchester and GOSH BRC schemes.Disclosure of Interests:Stephanie Shoop-Worrall: None declared, Kimme Hyrich Speakers bureau: Abbvie, Grant/research support from: BMS, UCB, Pfizer, Lucy Wedderburn Speakers bureau: Pfizer, Grant/research support from: Abbvie, Sobi, Wendy Thomson Grant/research support from: Abbvie, Sobi, Nophar Geifman Grant/research support from: Abbvie, Sobi

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