Pub Date : 2023-01-06DOI: 10.1080/0267257X.2022.2157864
Kyle Kubler
ABSTRACT The attention economy is often used to describe the market conditions of influencers on social media platforms. It suggests new economic logics and marketing strategies governed through accumulating attention. Critically examining this concept, this paper asks: how do influencers understand and manage attention on Instagram? Through 41 in-depth interviews with fitness influencers, this paper found that attention is not always desirable, nor the basis of new forms of economic logics. Further, as participants moved from working part-time to full-time in the online fitness industry, attention-mitigating strategies often replaced attention-seeking ones. This paper critically extends the concept of the attention economy and refocuses influencer marketing efforts on the contextual, rather than universal, use of attention.
{"title":"Influencers and the attention economy: the meaning and management of attention on Instagram","authors":"Kyle Kubler","doi":"10.1080/0267257X.2022.2157864","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2157864","url":null,"abstract":"ABSTRACT The attention economy is often used to describe the market conditions of influencers on social media platforms. It suggests new economic logics and marketing strategies governed through accumulating attention. Critically examining this concept, this paper asks: how do influencers understand and manage attention on Instagram? Through 41 in-depth interviews with fitness influencers, this paper found that attention is not always desirable, nor the basis of new forms of economic logics. Further, as participants moved from working part-time to full-time in the online fitness industry, attention-mitigating strategies often replaced attention-seeking ones. This paper critically extends the concept of the attention economy and refocuses influencer marketing efforts on the contextual, rather than universal, use of attention.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"39 1","pages":"965 - 981"},"PeriodicalIF":4.4,"publicationDate":"2023-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46544395","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-05DOI: 10.1080/0267257X.2022.2157038
Kendra Fowler, Veronica L. Thomas
ABSTRACT The interdisciplinary nature and rapidly expanding literature stream devoted to influencer marketing makes it difficult to stay abreast of the current research while simultaneously moving the field of knowledge forward. The goal of this article, then, is to take a look back, reviewing the disparate literature, in order to look ahead, guiding future research towards fruitful underexplored avenues of discovery. Using a framework-based scoping review, a retrospective examination of 150 articles is provided with emphasis on identifying publication trends, theories, contexts, constructs/concepts, and methodological approaches. These findings allow for a thorough discussion of gaps in extant knowledge, emerging themes and trends, and directions for future research. As such, this review provides a sound theoretical and practical basis for continued development within the field.
{"title":"Influencer marketing: a scoping review and a look ahead","authors":"Kendra Fowler, Veronica L. Thomas","doi":"10.1080/0267257X.2022.2157038","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2157038","url":null,"abstract":"ABSTRACT The interdisciplinary nature and rapidly expanding literature stream devoted to influencer marketing makes it difficult to stay abreast of the current research while simultaneously moving the field of knowledge forward. The goal of this article, then, is to take a look back, reviewing the disparate literature, in order to look ahead, guiding future research towards fruitful underexplored avenues of discovery. Using a framework-based scoping review, a retrospective examination of 150 articles is provided with emphasis on identifying publication trends, theories, contexts, constructs/concepts, and methodological approaches. These findings allow for a thorough discussion of gaps in extant knowledge, emerging themes and trends, and directions for future research. As such, this review provides a sound theoretical and practical basis for continued development within the field.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"39 1","pages":"933 - 964"},"PeriodicalIF":4.4,"publicationDate":"2023-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42039000","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/0267257X.2023.2174165
Chloe Preece, Laryssa Whittaker
ABSTRACT Borrowing from computing via media art, we introduce the concept of ‘glitch’ pedagogy to insert unexpected tension into the marketing curriculum, offering learners a glimpse into the underlying ideological structures of neoliberal higher education and opening up spaces of resistance and affirmation. We draw on neoliberal, marketised educational discourses and the bureaucratic systems they engender to illustrate glitches within the employability agenda, providing students conceptual space to leverage the contradictions and inequalities implicit in this agenda. As a genre of post-critical pedagogy, we argue that glitch pedagogy can move us beyond some of the noted dualisms of critical pedagogy to recognise the complexity of students’ emotional investments, in particular socio-cultural and political positions by way of affective relations.
{"title":"Towards glitch pedagogy","authors":"Chloe Preece, Laryssa Whittaker","doi":"10.1080/0267257X.2023.2174165","DOIUrl":"https://doi.org/10.1080/0267257X.2023.2174165","url":null,"abstract":"ABSTRACT Borrowing from computing via media art, we introduce the concept of ‘glitch’ pedagogy to insert unexpected tension into the marketing curriculum, offering learners a glimpse into the underlying ideological structures of neoliberal higher education and opening up spaces of resistance and affirmation. We draw on neoliberal, marketised educational discourses and the bureaucratic systems they engender to illustrate glitches within the employability agenda, providing students conceptual space to leverage the contradictions and inequalities implicit in this agenda. As a genre of post-critical pedagogy, we argue that glitch pedagogy can move us beyond some of the noted dualisms of critical pedagogy to recognise the complexity of students’ emotional investments, in particular socio-cultural and political positions by way of affective relations.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"39 1","pages":"68 - 91"},"PeriodicalIF":4.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45546061","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/0267257X.2022.2157461
L. Gurrieri, Fiona Finn
ABSTRACT We introduce a feminist pedagogical approach to marketing education through designing gender transformative advertising pedagogy, to promote diversity, ethics and gender justice in the classroom towards developing more inclusive industry practice and cultures. We detail how this was implemented through feminist praxis and a problem-based learning assessment task. Our analysis highlights that the feminist classroom raises consciousness of sexist advertising which can awaken students to unconscious gender biases. Further, we demonstrate how gender transformative advertising pedagogy encourages students to confront representational conventions of gender, with students aiming to portray diverse subjectivities yet struggling to transform femininity and relying on more ‘palatable’ forms of masculinity. Finally, we make the case for the marketing classroom as a site for gender justice, where through incremental action students come to link gendered structures with marketing practices and become equipped to act as agents of feminist change in and beyond the classroom.
{"title":"Gender transformative advertising pedagogy: promoting gender justice through marketing education","authors":"L. Gurrieri, Fiona Finn","doi":"10.1080/0267257X.2022.2157461","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2157461","url":null,"abstract":"ABSTRACT We introduce a feminist pedagogical approach to marketing education through designing gender transformative advertising pedagogy, to promote diversity, ethics and gender justice in the classroom towards developing more inclusive industry practice and cultures. We detail how this was implemented through feminist praxis and a problem-based learning assessment task. Our analysis highlights that the feminist classroom raises consciousness of sexist advertising which can awaken students to unconscious gender biases. Further, we demonstrate how gender transformative advertising pedagogy encourages students to confront representational conventions of gender, with students aiming to portray diverse subjectivities yet struggling to transform femininity and relying on more ‘palatable’ forms of masculinity. Finally, we make the case for the marketing classroom as a site for gender justice, where through incremental action students come to link gendered structures with marketing practices and become equipped to act as agents of feminist change in and beyond the classroom.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"39 1","pages":"108 - 133"},"PeriodicalIF":4.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44830047","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/0267257X.2023.2174166
Mona Moufahim, T. Heath, L. O’Malley, K. Casey, J. Denegri-Knott, A. Kuruoglu, I. Pavlopoulou, Anuja Pradhan
ABSTRACT Through five empirical accounts of critical teaching practices, this note addresses how we can teach and seeks to understand the strategies and approaches employed by marketing scholars to incorporate critical and moral reflection into the marketing curriculum, and be more critical and imaginative in reshaping marketing practices in the face of current challenges. The pedagogic examples offered acknowledge the powerful potential of the marketing classroom in developing critical and creative mindsets of future leaders and practitioners. These illustrations of the passion and creativity of marketing teachers can inspire colleagues to experiment with and develop their ideas in the classroom, and offer a model for sharing experiences that we hope may encourage more colleagues to do likewise.
{"title":"Teaching note – Critical pedagogies: practical examples from the marketing classroom","authors":"Mona Moufahim, T. Heath, L. O’Malley, K. Casey, J. Denegri-Knott, A. Kuruoglu, I. Pavlopoulou, Anuja Pradhan","doi":"10.1080/0267257X.2023.2174166","DOIUrl":"https://doi.org/10.1080/0267257X.2023.2174166","url":null,"abstract":"ABSTRACT Through five empirical accounts of critical teaching practices, this note addresses how we can teach and seeks to understand the strategies and approaches employed by marketing scholars to incorporate critical and moral reflection into the marketing curriculum, and be more critical and imaginative in reshaping marketing practices in the face of current challenges. The pedagogic examples offered acknowledge the powerful potential of the marketing classroom in developing critical and creative mindsets of future leaders and practitioners. These illustrations of the passion and creativity of marketing teachers can inspire colleagues to experiment with and develop their ideas in the classroom, and offer a model for sharing experiences that we hope may encourage more colleagues to do likewise.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"39 1","pages":"149 - 165"},"PeriodicalIF":4.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48527108","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/0267257X.2023.2187539
T. Heath, Mona Moufahim, L. O’Malley
This special issue shines a light on critical scholarship in marketing education by curating both theorisations and innovative practices. Frustrated with the prevalence of standardised and self-serving representations of marketing, our intention is to amplify voices that problematise accepted wisdom in the field. Importantly, we move away from a critique of the marketing logic per se to celebrate novel approaches in its pedagogy built upon a broad understanding of our role as educators and of the transformative potential that this role holds. The manuscripts published here showcase impressive efforts to denaturalise (Fournier & Grey, 2000) marketing in the classroom, and bring attention to the fortitude and creativity that they evince. Creativity and critique are, at first glance, opposites. The first spins stories; the second picks them apart. In creating, we let our imaginations take flight. In critique we demand explanations for every step. When looked at more closely, however, the two processes are joined at the hip. Oft-repeated advice on writing, such as ‘write drunk; edit sober’ and ‘kill your darlings’ (attributed to Ernest Hemingway and William Faulkner respectively, in each case apparently wrongly), speaks to the need to balance the creative imagination with a clear-headed and sometimes harsh critique of one’s own work. Likewise, creative vision in business, if uncoupled from a critical analysis of that vision’s weaknesses, can yield the harms inflicted by Elizabeth Holmes and Sam Bankman-Fried in desperately trying to bend reality to fit their dreams. Reflexivity, a form of self-directed critique, is fundamental in the process of knowledge creation. Conversely, critique can barely get started without a significant amount of imaginative, and creative thought. To ask ‘Why is it this way?’ is always, in part, to imagine it could be different. Furthermore, explicitly telling a different story about the phenomenon under study can elevate criticism above merely complaining into something capable of creating transformation. Hence, the production of new understandings requires a dialectical relationship between creativity and criticality (as well as observation and existing knowledge). We move forward by critiquing what we see in the world, creating imaginative new possibilities and then critiquing those creations. This is equally true for researchers, teachers and learners. We believe that there are admirable examples of these elements in the projects presented in this special issue and are delighted to share these with the reader.
{"title":"Critical and creative marketing pedagogies: confronting rhetoric, addressing inequality, inspiring change","authors":"T. Heath, Mona Moufahim, L. O’Malley","doi":"10.1080/0267257X.2023.2187539","DOIUrl":"https://doi.org/10.1080/0267257X.2023.2187539","url":null,"abstract":"This special issue shines a light on critical scholarship in marketing education by curating both theorisations and innovative practices. Frustrated with the prevalence of standardised and self-serving representations of marketing, our intention is to amplify voices that problematise accepted wisdom in the field. Importantly, we move away from a critique of the marketing logic per se to celebrate novel approaches in its pedagogy built upon a broad understanding of our role as educators and of the transformative potential that this role holds. The manuscripts published here showcase impressive efforts to denaturalise (Fournier & Grey, 2000) marketing in the classroom, and bring attention to the fortitude and creativity that they evince. Creativity and critique are, at first glance, opposites. The first spins stories; the second picks them apart. In creating, we let our imaginations take flight. In critique we demand explanations for every step. When looked at more closely, however, the two processes are joined at the hip. Oft-repeated advice on writing, such as ‘write drunk; edit sober’ and ‘kill your darlings’ (attributed to Ernest Hemingway and William Faulkner respectively, in each case apparently wrongly), speaks to the need to balance the creative imagination with a clear-headed and sometimes harsh critique of one’s own work. Likewise, creative vision in business, if uncoupled from a critical analysis of that vision’s weaknesses, can yield the harms inflicted by Elizabeth Holmes and Sam Bankman-Fried in desperately trying to bend reality to fit their dreams. Reflexivity, a form of self-directed critique, is fundamental in the process of knowledge creation. Conversely, critique can barely get started without a significant amount of imaginative, and creative thought. To ask ‘Why is it this way?’ is always, in part, to imagine it could be different. Furthermore, explicitly telling a different story about the phenomenon under study can elevate criticism above merely complaining into something capable of creating transformation. Hence, the production of new understandings requires a dialectical relationship between creativity and criticality (as well as observation and existing knowledge). We move forward by critiquing what we see in the world, creating imaginative new possibilities and then critiquing those creations. This is equally true for researchers, teachers and learners. We believe that there are admirable examples of these elements in the projects presented in this special issue and are delighted to share these with the reader.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"39 1","pages":"1 - 7"},"PeriodicalIF":4.4,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43668735","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-28DOI: 10.1080/0267257X.2022.2144418
J. Södergren, Niklas Vallström
ABSTRACT Disability is one of the largest minority groups, with a spending power of approximately £273bn every year. Consequently, many advertisers are now weaving people with disabilities into brand narratives. These narratives often evoke feelings of pity or portray people with disabilities as inspiring, solely or in part on the basis of their disability. Meanwhile, social media has emerged as a vessel for social change. Through the netnographic study of twelve influencers with visible impairments, complex personhood is proposed as a social ontology by which disabled lives are acknowledged in less confined terms. Our findings illustrate how social media influencers with disabilities may draw on narratives based on empowerment, playfulness, resistance, and responsibility to present themselves as neither victims nor superhuman agents but as complex human beings. We thus bring forward a complex model in market-mediated representations of disability, beyond the misrepresentational narratives based on pity and ‘inspiration porn’.
{"title":"Disability in influencer marketing: a complex model of disability representation","authors":"J. Södergren, Niklas Vallström","doi":"10.1080/0267257X.2022.2144418","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2144418","url":null,"abstract":"ABSTRACT Disability is one of the largest minority groups, with a spending power of approximately £273bn every year. Consequently, many advertisers are now weaving people with disabilities into brand narratives. These narratives often evoke feelings of pity or portray people with disabilities as inspiring, solely or in part on the basis of their disability. Meanwhile, social media has emerged as a vessel for social change. Through the netnographic study of twelve influencers with visible impairments, complex personhood is proposed as a social ontology by which disabled lives are acknowledged in less confined terms. Our findings illustrate how social media influencers with disabilities may draw on narratives based on empowerment, playfulness, resistance, and responsibility to present themselves as neither victims nor superhuman agents but as complex human beings. We thus bring forward a complex model in market-mediated representations of disability, beyond the misrepresentational narratives based on pity and ‘inspiration porn’.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"39 1","pages":"1012 - 1042"},"PeriodicalIF":4.4,"publicationDate":"2022-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42525714","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-22DOI: 10.1080/0267257X.2022.2065334
Mehmet Özer, Alper Özer, Akın Koçak
ABSTRACT Consumers use different strategies to lead companies to behave environmentally. While boycotts are the most common ones, buycotts are relatively novel and more research is needed to understand this new phenomenon. This study aimed to comparatively investigate the antecedents (self-enhancement, moral obligation, expected efficacy) and consequences (self-esteem, subjective well-being) of participation in boycotts and buycotts. Besides, self-esteem is expected to be both a predictor of subjective well-being and also a mediator between participation intention and subjective well-being. The study also investigates the moderating effects of materialism on the impacts of participation motivations. According to the results, all hypotheses related to direct and indirect effects were supported, and the relationships were observed differently for boycotts and buycotts. Also, we found some significant moderator effects of materialism.
{"title":"Comparing the antecedents of boycotts and buycotts: mediating role of self-esteem on subjective well-being and the moderating effects of materialism","authors":"Mehmet Özer, Alper Özer, Akın Koçak","doi":"10.1080/0267257X.2022.2065334","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2065334","url":null,"abstract":"ABSTRACT Consumers use different strategies to lead companies to behave environmentally. While boycotts are the most common ones, buycotts are relatively novel and more research is needed to understand this new phenomenon. This study aimed to comparatively investigate the antecedents (self-enhancement, moral obligation, expected efficacy) and consequences (self-esteem, subjective well-being) of participation in boycotts and buycotts. Besides, self-esteem is expected to be both a predictor of subjective well-being and also a mediator between participation intention and subjective well-being. The study also investigates the moderating effects of materialism on the impacts of participation motivations. According to the results, all hypotheses related to direct and indirect effects were supported, and the relationships were observed differently for boycotts and buycotts. Also, we found some significant moderator effects of materialism.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"38 1","pages":"1873 - 1906"},"PeriodicalIF":4.4,"publicationDate":"2022-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46808086","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-22DOI: 10.1080/0267257X.2022.2078861
Carolyn Wilson-Nash
ABSTRACT Focusing on the government-led health service in the UK, this paper explores the experiences of family caregivers, responsible for co-ordinating the healthcare of older adults experiencing vulnerability during the pandemic. Data were collected through a 6-month covert netnography, culminating in 322 relevant forum topics and 2607 posts. The findings reveal that both ageing consumers and their carers experience service captivity, which leads to vulnerability. Furthermore, older adults experience vulnerability most when service cessation occurs, involving premature discharge from hospital, eviction from care homes and in-home caregivers withdrawing services, leaving the consumer without an essential health service. Recommendations are made to health service organisations to aid in preventing service captivity and cessation in government-led health services, especially during times of crisis.
{"title":"Locked-in: the dangers of health service captivity and cessation for older adults and their carers during COVID-19","authors":"Carolyn Wilson-Nash","doi":"10.1080/0267257X.2022.2078861","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2078861","url":null,"abstract":"ABSTRACT Focusing on the government-led health service in the UK, this paper explores the experiences of family caregivers, responsible for co-ordinating the healthcare of older adults experiencing vulnerability during the pandemic. Data were collected through a 6-month covert netnography, culminating in 322 relevant forum topics and 2607 posts. The findings reveal that both ageing consumers and their carers experience service captivity, which leads to vulnerability. Furthermore, older adults experience vulnerability most when service cessation occurs, involving premature discharge from hospital, eviction from care homes and in-home caregivers withdrawing services, leaving the consumer without an essential health service. Recommendations are made to health service organisations to aid in preventing service captivity and cessation in government-led health services, especially during times of crisis.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"38 1","pages":"1958 - 1982"},"PeriodicalIF":4.4,"publicationDate":"2022-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47597415","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-10DOI: 10.1080/0267257X.2022.2141298
L. Huang, K. Harrison
ABSTRACT This research examines what roles authenticity plays in consumers’ perception of a firm’s Corporate Social Responsibility (CSR). We expect that consumers have high expectations when perceiving the genuine intent of CSR – their perceptions are formed by what the firm signals it will do through certain types of CSR activities and how much it will benefit from them. When these genuine intentions are found to be false, or disconfirmed, firms will be worse off than if they had not signalled ‘genuine’ intent to begin with. Our results suggest that the expected CSR payoffs moderate the moderation of the indirect effect of CSR fraud perceptions on the purchase intention through ethical CSR beliefs by the CSR activity types, especially when the CSR actions are dominated by social activities with low expected firm benefits.
{"title":"To thine own self be true: a moderated moderated mediation of corporation social responsibility model","authors":"L. Huang, K. Harrison","doi":"10.1080/0267257X.2022.2141298","DOIUrl":"https://doi.org/10.1080/0267257X.2022.2141298","url":null,"abstract":"ABSTRACT This research examines what roles authenticity plays in consumers’ perception of a firm’s Corporate Social Responsibility (CSR). We expect that consumers have high expectations when perceiving the genuine intent of CSR – their perceptions are formed by what the firm signals it will do through certain types of CSR activities and how much it will benefit from them. When these genuine intentions are found to be false, or disconfirmed, firms will be worse off than if they had not signalled ‘genuine’ intent to begin with. Our results suggest that the expected CSR payoffs moderate the moderation of the indirect effect of CSR fraud perceptions on the purchase intention through ethical CSR beliefs by the CSR activity types, especially when the CSR actions are dominated by social activities with low expected firm benefits.","PeriodicalId":51383,"journal":{"name":"Journal of Marketing Management","volume":"39 1","pages":"615 - 647"},"PeriodicalIF":4.4,"publicationDate":"2022-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48094164","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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