Experiential design on cause-related marketing: lessons from the fill-the-bottle challenge

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Claire Roederer ◽  
Marc Filser
Keyword(s):  
Social Media ◽  
Structural Design ◽  
Specific Sequence ◽  
Experiential Marketing ◽  
Content Type ◽  
Cause Related Marketing ◽  
Experiential Design ◽  
Social Cause ◽  
Single Field ◽  
New Perspective

Purpose Based on a “Fill-the-Bottle” (FTB) challenge, this research explores how experiential design can help cause-related marketing. This study aims to show that experiences designed as anti-structural and anti-functional can raise awareness through action. Design/methodology/approach The authors study a corpus of 52 introspective journals and 60 pictures about the challenge, which entails filling empty bottles with cigarette butts from the streets as quickly as possible, then sharing pictures of the bottles on social media. Findings The anti-structural design of the experience activates the participants’ experiential system, and the social interactions between the participants and pedestrians construct meaning for the experience. The results further indicate that as follows: individuals’ frames of reference can explain whether they perceive the experience as liberatory or stochastic; anti-structural design can serve cause-related marketing by focusing on three stages: doing, showing and sharing; and experiential marketing can serve societal and social causes. Research limitations/implications This research involved a single field. Further research with more heterogeneous participants would be insightful. The power of experiential marketing to serve meaningful and collective causes should be encouraged. Further research should be conducted to understand and conceptualize these collective attempts to fight the dark sides of consumption. Practical implications In line with Pine and Gilmore’s (1999) advice to stage memorable experiences by working cautiously on cues, the FTB challenge analysis indicates that by focusing on material evidence and staging a specific sequence of doing something about it, showing everyone what is being done and expanding visibility by sharing artifacts of the action on social media, one can actually make people think about and remember the action. Social implications The “do-show-share” design that the FTB challenge uses can be relevant for many cause-related marketing efforts because it operates on both individual and collective levels. Originality/value This research offers a new perspective on experiential marketing by studying how experiences designed to be anti-structural can renew social, cause-related marketing tools.

The dynamics of cause-related marketing platform and interactivity on college sport fans' donations

2020 ◽  
Vol 10 (2) ◽  
pp. 227-241
Author(s):  
Geumchan Hwang ◽  
Kyu-soo Chung
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Interactive Marketing ◽  
College Sport ◽  
Content Type ◽  
Sport Fans ◽  
Cause Related Marketing ◽  
Social Cause ◽  
Donation Intention ◽  
The Impact

PurposeThis study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.Design/methodology/approachTo discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Collected data are analyzed on the analysis of variance.FindingsResults show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found.Originality/valueThe study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities.

The Networked Self

2019 ◽  
pp. 794-808
Author(s):  
Ozlem Hesapci-Sanaktekin ◽  
Yonca Aslanbay
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
Digital Networks ◽  
Self Identity ◽  
Non Profit ◽  
Civic Activism ◽  
Social Cause ◽  
New Perspective ◽  
The Individual ◽  
Day By Day

The number of digital networks established for a common social ‘cause' having passion of civic activism increase globally day by day. The purpose of this study is to provide explanations for civic engagement through social media causes. In the current study, a structured questionnaire is administered to 308 social media users in Turkey. The findings refine existing research bringing a new perspective to collectivism by explaining civic engagement in specific areas through social media causes in terms of individualistic values, self-identity (social vs. personal) and social media use. Overall findings ascertain social media's role on raising social capital while enhancing not only the individual selves but also collective performances through diverse civic cause engagements. The study has significant outcomes for both non-profit and profit organizations in building strategies of communication with their stakeholders through digital means.

Brand experience and brand attitude: examining a credibility-based mechanism

2019 ◽  
Vol 37 (7) ◽  
pp. 821-836 ◽  
Author(s):  
Tahmid Nayeem ◽  
Feisal Murshed ◽  
Abhishek Dwivedi
Keyword(s):  
Structural Equation ◽  
Underlying Mechanism ◽  
Equation Model ◽  
Brand Attitude ◽  
Brand Experience ◽  
Experiential Marketing ◽  
Content Type ◽  
Mediating Role ◽  
Brand Credibility ◽  
New Perspective

Purpose The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship will be mediated by brand credibility. Design/methodology/approach The conceptual model is tested by estimating a structural equation model with survey data from a sample of new automobile users (n=405). Findings The analysis reveals a full mediation of brand credibility; that is, brand credibility is an underlying mechanism through which the effect of brand experience on brand attitude materializes. In addition, contrary to the general expectation, there was no direct effect of brand experience on brand attitude. Originality/value This study enables a new perspective on how experiential marketing underpins a brand’s influence on certain aspects of consumer behaviour. By elucidating the mediating role of brand credibility, this study adds to the understanding of how brand experience shapes brand credibility, leading to favourable brand attitude.

Effects of managerial response on consumer eWOM and hotel performance

2016 ◽  
Vol 28 (9) ◽  
pp. 2013-2034 ◽  
Author(s):  
Karen L. Xie ◽  
Zili Zhang ◽  
Ziqiong Zhang ◽  
Amrik Singh ◽  
Seul Ki Lee
Keyword(s):  
Social Media ◽  
Practical Importance ◽  
Consumer Reviews ◽  
Content Type ◽  
Management Intervention ◽  
Hotel Performance ◽  
New Perspective ◽  
The Individual ◽  
Hotel Managers ◽  
Managerial Response

Purpose This study aims to measures the effects of managerial response on consumer electronic word-of-mouth (eWOM) and hotel performance. Design/methodology/approach A sample of 56,284 consumer reviews and 10,793 managerial responses for 1,045 hotels was retrieved from TripAdvisor, along with 30,232 performance records matched to these hotels on a quarterly basis. Findings This study finds that managerial response leads to an average increase of 0.235 stars in the TripAdvisor ratings of the sampled hotels, as well as a 17.3 per cent increase in the volume of subsequent consumer eWOM. Moreover, managerial response moderates the influence of ratings and volume of consumer eWOM on hotel performance. Practical implications This study offers a practical model that enables hotel managers to orchestrate social media marketing approaches and efforts toward an optimal social media strategy. Originality/value This study differs from extant literature that has extensively focused on consumer reviews by providing a new perspective of management intervention in the social media context. By examining the interplay of managerial response and consumer eWOM at the individual hotel level, this study provides empirical evidence of managerial response affecting hotel performance through the increased ratings and volume of consumer eWOM. This study also offers insights into the practical importance of crafting intervention opportunities to cultivate the continued engagement of consumers on social media and increased hotel performance.

scholarly journals Influential spreaders in the political Twitter sphere of the 2013 Malaysian general election

2019 ◽  
Vol 119 (1) ◽  
pp. 54-68 ◽  
Author(s):  
Hong-liang Sun ◽  
Eugene Ch’ng ◽  
Simon See
Keyword(s):  
Social Media ◽  
Political Parties ◽  
General Election ◽  
The Political ◽  
Content Type ◽  
Political Sphere ◽  
Before And After ◽  
Election Results ◽  
New Perspective ◽  
Propagation Network

Purpose The purpose of this paper is to investigate political influential spreaders in Twitter at the juncture before and after the Malaysian General Election in 2013 (MGE2013) for the purpose of understanding if the political sphere within Twitter reflects the intentions, popularity and influence of political figures in the year in which Malaysia has its first “social media election.” Design/methodology/approach A Big Data approach was used for acquiring a series of longitudinal data sets during the election period. The work differs from existing methods focusing on the general statistics of the number of followers, supporters, sentiment analysis, etc. A retweeting network has been extracted from tweets and retweets and has been mapped to a novel information flow and propagation network we developed. The authors conducted quantitative studies using k-shell decomposition, which enables the construction of a quantitative Twitter political propagation sphere where members posited at the core areas are more influential than those in the outer circles and periphery. Findings The authors conducted a comparative study of the influential members of Twitter political propagation sphere on the election day and the day after. The authors found that representatives of political parties which are located at the center of the propagation network are winners of the presidential election. This may indicate that influential power within Twitter is positively related to the final election results, at least in MGE2013. Furthermore, a number of non-politicians located at the center of the propagation network also significantly influenced the election. Research limitations/implications This research is based on a large electoral campaign in a specific election period, and within a predefined nation. While the result is significant and meaningful, more case studies are needed for generalized application for identifying potential winning candidates in future social-media fueled political elections. Practical implications The authors presented a simple yet effective model for identifying influential spreaders in the Twitter political sphere. The application of the authors’ approach yielded the conclusion that online “coreness” score has significant influence to the final offline electoral results. This presents great opportunities for applying the novel methodology in the upcoming Malaysian General Election in 2018. The discovery presented here can be used for understanding how different players of political parties engage themselves in the election game in Twitter. The approach can also be adopted as a factor of influence for offline electoral activities. The conception of a quantitative approach in electoral results greatly influenced by social media means that comparative studies could be made in future elections. Originality/value Existing works related to general elections of various nations have either bypassed or ignored the subtle links between online and offline influential propagations. The modeling of influence from social media using a longitudinal and multilayered approach is also rarely studied. This simple yet effective method provides a new perspective of practice for understanding how different players behave and mutually shape each other over time in the election game.

The effects of donation amount and ad orientation of cause-related marketing on consumers’ response

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anran Zhang ◽  
Zhengliang Xu ◽  
Xin Yu
Keyword(s):  
Interaction Effect ◽  
Attribution Theory ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Consumer Response ◽  
Corporate Image ◽  
Mediating Effect ◽  
Content Type ◽  
Cause Related Marketing ◽  
Social Cause

Purpose Cause-related marketing (CRM) is an increasing popular marketing strategy in which a firm donates a specific amount to a designed cause when customers engage in revenue-providing exchanges. Based on balance and attribution theory, this paper aims to explore the interaction effect of donation amount and ad orientation, two important factors of formulation and communication of CRM, respectively, on consumer response and the mediating effect of consumers’ perceived company motives. Design/methodology/approach Two 2 (donation amount: small vs large) × 2 (ad orientation: product- vs cause-oriented) between-subjects experimental studies were conducted in marketing course with 284 and 157 Chinese undergraduate students participating in Studies 1 and 2, respectively. ANOVA and regression were used to test the hypotheses. Findings Study 1 shows the significant interaction effects of donation amount and ad orientation on consumers’ response. When CRM has a large donation amount, cause-oriented (vs product-oriented) ad leads to consumers’ more positive company attitude and higher purchase intention. The opposite is true for the small donation amount condition. Study 2 shows that the above interaction effect is mediated by consumer-attributed company motives. The attributed motive of sincerely caring about social cause has significant positive effect on consumer response, whereas the attributed motive of increasing sales or improving corporate image does not. Originality/value This paper contributes to the literature by empirically examining the interaction effect of donation amount and ad orientation on consumer-inferred motives and behavioral response. The findings are valuable because they indicate the importance of matching between factors at formulation and communication stage. In addition, this paper found that consumers are “tolerant” of companies using CRM to promote product sales and improve brand image.

Social comparison in fashion blogging: “creative self” as the new genre in fashion communication

2020 ◽  
Vol 24 (4) ◽  
pp. 651-665
Author(s):  
Athena Choi
Keyword(s):  
Social Media ◽  
Hong Kong ◽  
Social Comparison ◽  
International Perspective ◽  
Communication Strategy ◽  
Digital Culture ◽  
Future Research ◽  
Content Type ◽  
New Perspective ◽  
Creative Self

PurposeThe purpose of this study is to draw on an inductive approach in exploring how the post-90s generation relates themselves with the others when browsing fashion images on social media. More specifically, this work explores how young fashion readers perceive the phenomenon of bloggers' self-modeling as a means of self-expression.Design/methodology/approachEight focus groups were conducted for 64 Hong Kong young fashion readers. Respondents were asked about their opinion on the fashion blogs, their preference toward bloggers' self-modeling phenomenon, and how they compare themselves with the self-modeling fashion bloggers.FindingsResults indicate that a tendency of social comparison occurred as readers indicated preference toward fashion bloggers who perform as self-modeling image producers, this supports the notion of social comparison that human nature tends to compare with others similar to themselves. This finding also suggests the critical awareness of young fashion readers, in which an ideal beauty is perceived as a successful result from a calculated visual creation, namely “the creative self”.Research limitations/implicationsThis study focus on a Hong Kong setting with Instagram as the key communication platform; future research would be benefited from a wider scope of study from an international perspective.Practical implicationsThis paper provides practical insight for fashion brands' strategic planners on how the fashion blogging works as a new genre of fashion communication. By understanding the fashion readers' preference, strategic planners could develop appropriate marketing communication strategy in response to the new trend of readers engaging in visual creative production for fashion.Originality/valueThis study reveals a new perspective in interpreting social comparison behavior for the fashion readers in the digital culture, whereas the targeted comparison attribute changed from ideal beauty to the creative self. This finding contributes to the discourse of academic theories in social media, social comparison and fashion communication.

scholarly journals Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image

2018 ◽  
Vol 30 (5) ◽  
pp. 1222-1238 ◽  
Author(s):  
Mehmet Gökerik ◽  
Ahmet Gürbüz ◽  
Ismail Erkan ◽  
Emmanuel Mogaji ◽  
Serap Sap
Keyword(s):  
Social Media ◽  
University Students ◽  
Structural Equation ◽  
Brand Image ◽  
Adoption Process ◽  
Content Type ◽  
Managerial Implications ◽  
Guerrilla Marketing ◽  
New Perspective ◽  
Acceptance Model

Purpose The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla marketing in social media on brand image. Design/methodology/approach A conceptual model was developed based on the information acceptance model (IACM). The research model was validated through structural equation modelling based on the surveys of 385 university students. Findings The results support the proposed model and confirm that guerrilla marketing in social media has a positive effect on both functional and symbolic brand image. Research limitations/implications This study was conducted with university students. This sample was deemed appropriate since the study had to be conducted with people who use social media. However, although the age group of university students constitutes the majority of social media users, they may not fully represent the whole population. Also, this study showed four guerrilla marketing examples to participants before they commenced filling in the questionnaire. Although the authors selected the most generic guerrilla advertisements during the pilot tests and eliminated the ones which were difficult to understand, this can still be considered as limitations of the study. Practical implications This study has both theoretical and managerial implications. First, most of the guerrilla marketing studies focus on consumers and neglect possible impacts on brands. In order to fulfil this gap in the literature, this study investigates the influence of guerrilla marketing in brand image. Besides, this study contributes to IACM by expanding its scope through testing its determinants on “brand image”. It proves that IACM is valid for use in different contexts. On the managerial side, this study provides marketers with a frame of reference to understand the information adoption process of guerrilla marketing on social media. Originality/value Current studies regarding the influence of guerrilla marketing mostly focus on consumers, where the possible impacts on brands have been relatively neglected. This study attempts to fill this gap by focussing on the brand image.

Exploring the effects of social media features on the publics’ responses to decreased usage CSR messages

2019 ◽  
Vol 24 (2) ◽  
pp. 287-302 ◽  
Author(s):  
Hyejin Kim ◽  
Hao Xu
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Responsibility ◽  
Social Cues ◽  
Content Type ◽  
Consumer Responses ◽  
Public Relations Practitioners ◽  
Corporate Managers ◽  
Message Source ◽  
Social Cause

Purpose The purpose of this paper is to examine the way the message source and presence of positive social cues influence the evaluations (attitude toward the corporate social responsibility (CSR) message and company, and word-of-mouth intention to support the campaign) of the decreased use CSR messages on Facebook. Design/methodology/approach In the context of Facebook, this study adopted 2 (message source: a CSR message in a sponsored ad format vs a CSR message posted by another Facebook user) × 2 (social cue: highly salient, positive social cues vs no social cues) factorial experimental design. Findings The main effects of message source types and presence of positive social cues on decreased usage CSR campaigns proved to be effective in generating better consumer responses to the company and campaign. Research limitations/implications The findings are expected to advance the CSR literature by offering a detailed understanding of CSR campaigns that discourage consumption of the company’s own product to support a social cause. It is suggested to test the effects with other CSR examples to increase the ability to generalize the results further. Practical implications The results suggest campaign strategies on social media for public relations practitioners and corporate managers who work for companies conducting social responsibility campaigns that discourage consumption of their own products. Originality/value This study contributes to the CSR literature by examining the concept of CSR campaigns that advocate decreased usage, which has received scant scholarly attention to date.

The Networked Self

2016 ◽  
pp. 262-276
Author(s):  
Ozlem Hesapci-Sanaktekin ◽  
Yonca Aslanbay
Keyword(s):  
Social Media ◽  
Civic Engagement ◽  
Digital Networks ◽  
Self Identity ◽  
Non Profit ◽  
Civic Activism ◽  
Social Cause ◽  
New Perspective ◽  
The Individual ◽  
Day By Day

The number of digital networks established for a common social ‘cause' having passion of civic activism increase globally day by day. The purpose of this study is to provide explanations for civic engagement through social media causes. In the current study, a structured questionnaire is administered to 308 social media users in Turkey. The findings refine existing research bringing a new perspective to collectivism by explaining civic engagement in specific areas through social media causes in terms of individualistic values, self-identity (social vs. personal) and social media use. Overall findings ascertain social media's role on raising social capital while enhancing not only the individual selves but also collective performances through diverse civic cause engagements. The study has significant outcomes for both non-profit and profit organizations in building strategies of communication with their stakeholders through digital means.

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