International Review on Public and Nonprofit Marketing最新文献

In light of the critical need for businesses to cultivate enduring customer relationships, this study investigates the role of customer gratitude (CG). Research has demonstrated that gratitude plays a transformative role in interpersonal relationships. Despite significant research growth in CG in recent years, there is a notable lack of comprehensive reviews in this field. This study conducts a systematic review of the extensive literature on CG and introduces a unified framework that identifies potential avenues for future research. The thorough review encompasses 44 articles spanning the period from 2005 to 2023, offering an in-depth exploration of the CG concept. The study synthesizes diverse literature on CG, by employing theories, contexts, characteristics, and methodologies (TCCM) framework as outlined by Paul and Rosado-Serrano (2019). The framework-based approach effectively provides a comprehensive analysis of the evolutionary trajectory of CG research over time. Findings of the study indicate that research on CG has been conducted in 16 countries, with a significant focus on the United States, where it has been featured in 19 studies. The majority of research in this area employed survey-based designs, followed by experimental and mixed-method approaches. Among the 25 theories used in CG studies, Social Exchange Theory is the most frequently employed. Based on the synthesis, a conceptual framework is proposed, outlining the antecedents, mediators, and consequences of CG. Additionally, the TCCM framework is utilized to structure potential trajectories for future research. This study makes various forms of contributions, including incremental, revelatory, and consolidatory contributions. Furthermore, marketers can capitalize on the insights gathered from this study to cultivate a nuanced understanding of CG across diverse industries and countries. The current study presents a thorough analysis of CG that has rarely been explored in depth previously.

This study explores the influence of frugality on donation intentions and examines how the number of beneficiaries moderates this relationship. Across two quantitative studies, the research reveals that frugal individuals show a higher willingness to donate to charity campaigns featuring multiple beneficiaries rather than just one. The perceived impact of donations serves as a crucial intermediary factor, further enhancing donation intent among frugal individuals. These findings suggest that charitable organizations can effectively engage frugal donors by emphasizing the impact of their donations, and secure financial support. This research contributes to the understanding of the psychological mechanisms driving philanthropic decisions among frugal individuals. It highlights the significance of perceived impact and beneficiary number in shaping donation behaviors.

While visual cues have been pervasively employed in online charitable appeals to increase donors’ positive responses, the contrast of the recipient’s imagery at different time nodes has received little attention in philantrophic marketing. This research explored the effect of recipients’ imagery contrast on donation willingness and distinguished two contrast effects in visual imagery of online charitable appeals: pre-middle contrast that depicts the past health and current state and post-middle contrast that portrays the future health and current state. We conducted three scenario-based experimental studies based on Credamo participants (total N = 910). Study 1 (N = 198) using a one factor (pre-middle contrast vs. post-middle contrast vs. no contrast) between -subjects design demonstrated that charitable appeals with imagery contrast (vs. no contrast) led to higher donation intentions. Study 2 (N = 145) compared two different contrast effects (pre-middle contrast vs. post-middle contrast), with findings showing that guilt mediated the effect of pre-middle contrast while hope mediated the effect of post-middle contrast on willingness to donate; guilt and hope had opposing mediating roles, resulting in no significant difference in donation willingness between the two contrast effect types. Study 2 also examined the moderating effect of individuals’ optimism tendencies. Study 3 (N = 567) showed the spatial position of imagery photos had on significant influence on donation willingness. These findings shed light on the research on visual imagery in charitable appeals as well as its effective adoption in online charity advertising.

Despite the significant growth in consumer boycotts, research has devoted insufficient attention to the institutional factors that may motivate consumers to engage in such behaviour. This article aims to address this research gap. The main objective is to analyse the factors that affect consumer boycotts from an institutional sustainability perspective, by focusing on a specific dimension of institutional sustainability: institutional trust. Information and data came from the 2023 round of the European Social Survey, a cross-national survey covering 25 Countries. The article applies a binomial univariable logit model to test the influence of institutional trust and other potential drivers on boycott decisions and a multivariable binomial logistic regression to explore possible interrelationship between independent variables. The results confirm that boycotts are affected by institutional trust and other factors including demographic and socio-economic characteristics of the consumers, consumers’ perception of ICT, satisfaction with public institutions, and consumers’ evaluation of personal well-being. This article contributes to political consumerism literature by focusing on the impact of institutional trust in boycotting behaviour. This relationship is underexplored in existing literature, since most literature researches consumer boycotts from a triple-bottom perspective and neglects the effects of the institutional dimension of sustainability in consumer behaviour. The article brings new insights into the motivations of consumers at the political and institutional levels and opens new directions for future research to explore institutional sustainability related to the good practices of governance.

Under the Theory of Self-Determination, this paper determines the moderating role of volunteers’ engagement in their motivation and retention. A study with 761 volunteers from different types of NGOs and SEM methodology shows that (1) higher levels of psychological need to feel competent are associated with higher intrinsic motivation, and (2) higher volunteer satisfaction leads to higher intention to recommend the NGO to others; more in higher engaged volunteers. This study proposes that NGO managers should allow volunteers to choose the tasks that best meet their needs and even design their volunteer opportunities with motivating and meaningful tasks tailored to their preferences. The paper contributes as follows: (1) although the volunteer’s motivation has been studied, little research has focused on why a person wishes to volunteer and remain a volunteer; (2) the study of engagement applied to the field of volunteering is relative novel; and (3) there is a weakness in the literature related to the measures used to study volunteering motivations and engagement.

In least developed countries (LDCs), a multitude of social challenges persists, including child abuse, HIV/AIDS, and female genital mutilation. The taboo nature of these issues complicates efforts to address them, as it hinders open dialogue and communication, thereby preventing the necessary changes in behavior that can lead to meaningful progress. This article examines the impact of different types of communication appeals on behavioral intentions when addressing strong versus moderate taboos. Using a between-subjects experimental design (taboo level: strong/moderate × appeal type: humor/rational), this study contributes to the scarce research on this topic by showing that the effectiveness of different communication appeals is contingent on the level of taboo surrounding the issue. Specifically, our findings indicate that humor-based appeals outperform rational appeals when addressing strong taboo topics, whereas for moderate taboo issues, both humor and rational appeals are equally effective. These findings contribute to existing marketing literature and suggest that social marketers in LDCs may benefit from adapting their communication strategies to the level of taboo surrounding social issues in order to effectively deal with socially sensitive issues. Hence, this study offers valuable insights for both scholars and practitioners.

This study investigates the co-creation or co-destruction of value in the urban mobility ecosystem, focusing on the adoption of cycling in 25 European cities as a response to the escalating issue of urban traffic and the need for sustainable mobility. The purpose of this research is to explore how political interventions and their interactions influence bicycle adoption. Employing a macro-social marketing, service-dominant logic and public service logic, we analyzed these interventions and interactions during the year 2022. Methodologically, we combined Generalized Analytic Induction and Necessary Condition Analysis using data from the Global Bicycle Cities Index 2022 and the Pan-European City Rating and Ranking on Urban Mobility (secondary data). This approach allowed us to assess the effectiveness of various urban mobility management measures in promoting daily bicycle use. Our findings indicate that the high proportion of cycling infrastructure and a significant number of bicycle parking stations are necessary conditions for bicycle adoption. Additionally, we underscore the importance of integrating pull policies (such as shared bicycles, bike lanes, and bicycle parking) with push policies (like traffic management regulations). The implications of this study highlight the importance of holistic approaches in urban planning and mobility management. This work contributes to the literature on sustainable urban mobility by providing empirical evidence on the critical role of bike lanes and other infrastructure measures, offering a new perspective on value co-creation and absence of creation in the urban mobility ecosystem and its implications for policy and practice.

Although the chief executive officers (CEOs) are the primary figures in nonprofit organizations (NPOs), there is limited literature on the impact of their characteristics and roles on NPOs’ performance, particularly the influence of CEO duality and its outcomes. This study investigates the correlation between CEO duality and NPO performance, with a specific focus on the moderating role of organizational sub-sectors. Organizational sub-sectors in this context refer to two types of NPOs: those operating in multiple sub-sectors and those operating in a single sub-sector. A total of 296 CEOs participated in the survey, resulting in a response rate of 67.51%. Using multiple regression analysis within SPSS, the study demonstrates that CEO duality enhances NPO performance and provides support for the proposed moderating role. Specifically, the study suggests that CEO duality has a more pronounced positive effect on NPOs operating in multiple sub-sectors compared to those with a single sub-sector. These findings are consistent with stewardship theory and hold both theoretical and practical implications for governance policies and strategic decision-making.

Nowadays, society faces complex social, economic, and environmental problems which the traditional sectors of activity (public, private and third sector) are not able to solve alone. To respond to these challenges, their missions and strategies have been converging, leading to a phenomenon known as the blurring of boundaries between sectors. Together, they give rise to a new and promising sector in society: the fourth sector. The literature on this new sector is still scarce, even though its impact is already being felt all over the world. The concept of the fourth sector is in itself broad and clearly lacking defined borders. In addition, there are three currents in the literature that use this term with different meanings.

This paper aims to contribute to the theoretical knowledge on the fourth sector by clarifying its definition and framing its activity. A qualitative methodology was carried out by using the papers featuring the topic “fourth sector”, indexed to the Web of Science, to generate a textual corpus that led to a similarity analysis. Subsequently, written interviews were conducted with seven academic specialists on the fourth sector topic, selected through the snowball sampling method, to complete the data obtained through the literature review. These data were added to the initial textual corpus, and a new similarity analysis was generated. It is concluded that the fourth sector as a spectrum of hybrid organizations is currently the most accepted approach, and the existence of an activity that combines a business framework with a social purpose seems to be its main characteristic. So, the main implication is related with significant opportunities that have yet to be fully explored, considering the extensive rise of the fourth sector.

Social movements are gaining increasing popularity, especially those related to environmental protection, partly due to their usage of online social media to disclosure information. Tools like hashtags, which help tag and categorize posts, as well as make them more accessible to other users, are also responsible for their popularity. Therefore, this study aims to analyze how hashtags contribute to information disclosure through online social media, focusing on the social movement Fridays for Future and in the social media platform Twitter. Based on 647 tweets containing the hashtag #fridaysforfuture and 503 comments of these tweets, this research delves into examining the content and format of tweets and their associated comments, aiming to identify those that generate more reactions from users, and more exactly during the lockdown produced by COVID-19. Results indicate that most tweets include contents related to interaction and dialogue with other users, and the most used format is textual. With respect to the analysis of comments (of these tweets), the majority express support for the movement in textual format. Tweets that generate more reactions are those that combine content about action, mobilization, digital strike, and COVID-19 in textual format, along with other hashtags related to sustainability/digital strike and images. Regarding the replies to the comments (of these tweets), only the video format generates a greater number of responses. These results describe how to design a message by a famous social movement, offering valuable insights to empower other social movements in shaping their effective social media strategies.