Pub Date : 2023-01-31DOI: 10.1108/jsocm-03-2022-0066
Dan Wang, Sigen Song, F. Chan, Linyan Feng
Purpose Expenditures on beauty, fitness and body shaping by females have increased significantly in recent years. Most previous studies examined this from the psychological perspective of self-acceptance and self-liking. However, this phenomenon may also have social implications. This study aims to provide a profound understanding of the social environment for female professionals as well as actionable insights for the government and social institutions. Design/methodology/approach A research model was developed based on impression management and social identity theories incorporating impression management motives, impression construction consumption and social identity. A survey study of 419 Chinese female professionals was conducted to test the research model. Findings This study surveyed 419 Chinese female professionals and found that impression management motives significantly drove female professionals to spend on their faces and bodies for impression construction, which in turn contributed to the enhancement of their social identities in three dimensions: relational identity, public identity and collective identity. Originality/value In a male-dominated society, it has become a norm that females should be cautious about their facial appearance and body shape. Females are often forced to consume to attain physical attractiveness and to construct a favorable social image. This study shows that consumption for impression construction has become a frequently used strategy for impression management and identifies key areas of societal concern.
{"title":"The impact of impression construction consumption on social identity: a study on Chinese female professionals","authors":"Dan Wang, Sigen Song, F. Chan, Linyan Feng","doi":"10.1108/jsocm-03-2022-0066","DOIUrl":"https://doi.org/10.1108/jsocm-03-2022-0066","url":null,"abstract":"\u0000Purpose\u0000Expenditures on beauty, fitness and body shaping by females have increased significantly in recent years. Most previous studies examined this from the psychological perspective of self-acceptance and self-liking. However, this phenomenon may also have social implications. This study aims to provide a profound understanding of the social environment for female professionals as well as actionable insights for the government and social institutions.\u0000\u0000\u0000Design/methodology/approach\u0000A research model was developed based on impression management and social identity theories incorporating impression management motives, impression construction consumption and social identity. A survey study of 419 Chinese female professionals was conducted to test the research model.\u0000\u0000\u0000Findings\u0000This study surveyed 419 Chinese female professionals and found that impression management motives significantly drove female professionals to spend on their faces and bodies for impression construction, which in turn contributed to the enhancement of their social identities in three dimensions: relational identity, public identity and collective identity.\u0000\u0000\u0000Originality/value\u0000In a male-dominated society, it has become a norm that females should be cautious about their facial appearance and body shape. Females are often forced to consume to attain physical attractiveness and to construct a favorable social image. This study shows that consumption for impression construction has become a frequently used strategy for impression management and identifies key areas of societal concern.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42421326","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-20DOI: 10.1108/jsocm-03-2022-0047
Davood Ghorbanzadeh, M. Shabbir
Purpose This study aims to explain the factors associated with receiving a specific brand of Covid-19 vaccine within the framework of the theory of reasoned action. The study extends the theory of reasoned action with the country of origin image, brand image and electronic word of mouth (e-WOM) variables. Design/methodology/approach The study is based on a cross-sectional survey conducted among 460 people who received the Sinofarm vaccine. Participants were selected using an online convenience sampling method. The structural equation modeling (SEM) technique tests the proposed hypotheses. Findings The results showed that the essential factor associated with the intent to get the Chinese Sinopharm vaccine is the attitude toward the Signopharm vaccine. Also, WOM, subjective norms and brand image are the most critical factors that play a role in forming a favorable attitude toward the Sinopharm vaccine. Finally, the country-of-origin image does not affect attitudes toward the Sinopharm vaccine. Originality/value The area of vaccine marketing has been given limited attention in academic literature. This study addresses this area with little research and is greatly attractive to many brands targeting the consumer market. The study results can form a foundation for creating the branding strategy of this product category and assessing its demand in various markets.
{"title":"The role of country of origin image, brand image and eWOM in the intention to receive the Sinopharm vaccine","authors":"Davood Ghorbanzadeh, M. Shabbir","doi":"10.1108/jsocm-03-2022-0047","DOIUrl":"https://doi.org/10.1108/jsocm-03-2022-0047","url":null,"abstract":"\u0000Purpose\u0000This study aims to explain the factors associated with receiving a specific brand of Covid-19 vaccine within the framework of the theory of reasoned action. The study extends the theory of reasoned action with the country of origin image, brand image and electronic word of mouth (e-WOM) variables.\u0000\u0000\u0000Design/methodology/approach\u0000The study is based on a cross-sectional survey conducted among 460 people who received the Sinofarm vaccine. Participants were selected using an online convenience sampling method. The structural equation modeling (SEM) technique tests the proposed hypotheses.\u0000\u0000\u0000Findings\u0000The results showed that the essential factor associated with the intent to get the Chinese Sinopharm vaccine is the attitude toward the Signopharm vaccine. Also, WOM, subjective norms and brand image are the most critical factors that play a role in forming a favorable attitude toward the Sinopharm vaccine. Finally, the country-of-origin image does not affect attitudes toward the Sinopharm vaccine.\u0000\u0000\u0000Originality/value\u0000The area of vaccine marketing has been given limited attention in academic literature. This study addresses this area with little research and is greatly attractive to many brands targeting the consumer market. The study results can form a foundation for creating the branding strategy of this product category and assessing its demand in various markets.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47402006","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-10DOI: 10.1108/jsocm-05-2022-0111
Emi Moriuchi
Purpose This study aims to determine the perception and attitude of consumers toward the presence of cybernetic avatars (CAs) as part of a social inclusion initiative. Design/methodology/approach A mixed method was used to conduct the study using facial recognition expressions and surveys. Three studies were conducted. Study 1 examines consumers’ attitudes and perceptions of a CA and what it can do to promote social inclusivity among people who have mobility disabilities but wish to work. Study 2 tests a conceptual model to determine the factors that affect consumers’ intention to visit an establishment that uses CAs as their employees. Study 3 extends Study 2 and tests two moderators predicted to influence consumers’ attitudes toward CAs and their intention to visit an establishment that uses CAs. Findings The results show that consumers generally accept and are excited about such technological developments. Study 2 further supports this positive perception with its conceptual model. Study 3 provides insights into how the moderating factors influence a consumer’s attitude toward CAs and their intention to visit the establishment. Between consumers who have a mobility disability and those who do not, those who have mobility disabilities showed a more positive attitude and intention to patronize such an establishment. Originality/value Studies on CAs are still in the infancy stage. This study provides insight into how society can use technology to promote social inclusion, contrary to prior opposing arguments towards integrating robots into society.
{"title":"Bridging social marketing and technology in the disability field: an empirical study on the role of cybernetic avatar and social inclusion","authors":"Emi Moriuchi","doi":"10.1108/jsocm-05-2022-0111","DOIUrl":"https://doi.org/10.1108/jsocm-05-2022-0111","url":null,"abstract":"\u0000Purpose\u0000This study aims to determine the perception and attitude of consumers toward the presence of cybernetic avatars (CAs) as part of a social inclusion initiative.\u0000\u0000\u0000Design/methodology/approach\u0000A mixed method was used to conduct the study using facial recognition expressions and surveys. Three studies were conducted. Study 1 examines consumers’ attitudes and perceptions of a CA and what it can do to promote social inclusivity among people who have mobility disabilities but wish to work. Study 2 tests a conceptual model to determine the factors that affect consumers’ intention to visit an establishment that uses CAs as their employees. Study 3 extends Study 2 and tests two moderators predicted to influence consumers’ attitudes toward CAs and their intention to visit an establishment that uses CAs.\u0000\u0000\u0000Findings\u0000The results show that consumers generally accept and are excited about such technological developments. Study 2 further supports this positive perception with its conceptual model. Study 3 provides insights into how the moderating factors influence a consumer’s attitude toward CAs and their intention to visit the establishment. Between consumers who have a mobility disability and those who do not, those who have mobility disabilities showed a more positive attitude and intention to patronize such an establishment.\u0000\u0000\u0000Originality/value\u0000Studies on CAs are still in the infancy stage. This study provides insight into how society can use technology to promote social inclusion, contrary to prior opposing arguments towards integrating robots into society.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42690824","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-06DOI: 10.1108/jsocm-12-2021-0279
M. Amin, Halimin Herjanto
Purpose This study aims to investigate the secondhand clothes (SHC) donating behavior phenomenon using the cognitive-affective-conative model and examines the moderating role of COVID-19 knowledge on the relationship between the desire to donate and actual SHC donating behavior. Design/methodology/approach A total of 160 questionnaires were distributed to potential participants who donated their clothes to thrift shops during the COVID-19 pandemic in the USA. Findings A total of 145 useable surveys were collected for analysis. The study found that the desire to donate SHC plays an essential role in enhancing actual SHC donating behavior. In addition, the study found that perceived responsibility and altruistic fear positively influence the desire to donate SHC. In contrast, individuals’ COVID-19 knowledge does not moderate the relationship between the desire to donate SHC and actual SHC donating behavior. Originality/value A limited empirical study uses the cognitive–affective–conative approach to SHC donating behavior. The findings of this study enhance the body of SHC’s theoretical knowledge and enhance individuals’ participation in donation programs in support of their community and humanitarian programs.
{"title":"Should I donate secondhand clothes? Cognitive, affective, and conative model during the COVID-19 pandemic","authors":"M. Amin, Halimin Herjanto","doi":"10.1108/jsocm-12-2021-0279","DOIUrl":"https://doi.org/10.1108/jsocm-12-2021-0279","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the secondhand clothes (SHC) donating behavior phenomenon using the cognitive-affective-conative model and examines the moderating role of COVID-19 knowledge on the relationship between the desire to donate and actual SHC donating behavior.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 160 questionnaires were distributed to potential participants who donated their clothes to thrift shops during the COVID-19 pandemic in the USA.\u0000\u0000\u0000Findings\u0000A total of 145 useable surveys were collected for analysis. The study found that the desire to donate SHC plays an essential role in enhancing actual SHC donating behavior. In addition, the study found that perceived responsibility and altruistic fear positively influence the desire to donate SHC. In contrast, individuals’ COVID-19 knowledge does not moderate the relationship between the desire to donate SHC and actual SHC donating behavior.\u0000\u0000\u0000Originality/value\u0000A limited empirical study uses the cognitive–affective–conative approach to SHC donating behavior. The findings of this study enhance the body of SHC’s theoretical knowledge and enhance individuals’ participation in donation programs in support of their community and humanitarian programs.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43677992","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-09DOI: 10.1108/jsocm-04-2022-0076
Ben Charters, Troy Heffernan, M. Daly
Purpose This paper aims to examine a situation in which individual action requires collective approval – solar power adoption in strata properties – and offers a motivation-opportunity-ability theory-based model with which such a situation may be approached. Design/methodology/approach A Delphi methodology was undertaken for this study, with three iterative questionnaires administered online to a panel of strata property, renewable energy and sustainable housing experts. Findings The Delphi panel’s insights have informed a new conceptual model, the Strata Solar Champion Roadmap (SSCR), outlining the variables affecting strata-based solar power adoption. Research limitations/implications Researchers and practitioners are encouraged to test and enhance the model’s generalisability. Further case studies or quantitative analysis measuring the strength of the relationships identified in the SSCR model is particularly necessary. The SSCR could also be applied when examining other common strata governance disputes. Practical implications Policymakers and social marketers are encouraged to apply the SSCR when planning interventions to facilitate strata scheme solar power adoption. Furthermore, the SSCR offers guidance to strata property owners and strata schemes seeking to adopt solar power, thus increasing renewable energy use in a major sector of the Australian energy market. Originality/value Within this context, the SSCR’s conceptualisation of strata-based solar PV adoption provides new insights into individual behaviour change requiring collective approval.
{"title":"When individual action requires collective approval: a roadmap for solar power adoption by strata property owners","authors":"Ben Charters, Troy Heffernan, M. Daly","doi":"10.1108/jsocm-04-2022-0076","DOIUrl":"https://doi.org/10.1108/jsocm-04-2022-0076","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine a situation in which individual action requires collective approval – solar power adoption in strata properties – and offers a motivation-opportunity-ability theory-based model with which such a situation may be approached.\u0000\u0000\u0000Design/methodology/approach\u0000A Delphi methodology was undertaken for this study, with three iterative questionnaires administered online to a panel of strata property, renewable energy and sustainable housing experts.\u0000\u0000\u0000Findings\u0000The Delphi panel’s insights have informed a new conceptual model, the Strata Solar Champion Roadmap (SSCR), outlining the variables affecting strata-based solar power adoption.\u0000\u0000\u0000Research limitations/implications\u0000Researchers and practitioners are encouraged to test and enhance the model’s generalisability. Further case studies or quantitative analysis measuring the strength of the relationships identified in the SSCR model is particularly necessary. The SSCR could also be applied when examining other common strata governance disputes.\u0000\u0000\u0000Practical implications\u0000Policymakers and social marketers are encouraged to apply the SSCR when planning interventions to facilitate strata scheme solar power adoption. Furthermore, the SSCR offers guidance to strata property owners and strata schemes seeking to adopt solar power, thus increasing renewable energy use in a major sector of the Australian energy market.\u0000\u0000\u0000Originality/value\u0000Within this context, the SSCR’s conceptualisation of strata-based solar PV adoption provides new insights into individual behaviour change requiring collective approval.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47472104","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-11-03DOI: 10.1108/jsocm-05-2022-0097
T. Moshood, G. Nawanir, F. Mahmud, M. Ahmad, F. Mohamad, A. AbdulGhani
Purpose This study aims to examine the young Malaysian consumers’ switching intention from synthetic to biodegradable plastics. This research shows the factors affecting young Malaysian consumers’ switching intention towards biodegradable plastic rather than traditional plastic (synthetic plastics). In this study, there are three factors to be considered whether they influence the young consumers in Malaysia to change their intention towards biodegradable plastic. The three factors are environmental concern, knowledge and the perceived value of biodegradable plastic. However, biodegradable plastic’s switching intention is also affected by biodegradable plastic’s attitude, where the three factors influence this attitude. Thus, all variables are considered in this research to investigate the reasons for switching intention from synthetic to biodegradable plastics among young Malaysian consumers. Design/methodology/approach In line with the recent economic growth, especially in developing countries, human concern for the environment has increased over time. This paradigm shift has influenced Malaysians to pay more attention to the issues related to synthetic plastics, especially in Malaysia itself. To reduce the use of synthetic plastic in Malaysia, this research is conducted to identify the young consumer’s behaviour in Malaysia towards the use of biodegradable plastics. In this study, the theory of planned behaviour (TPB) is broadened into three additional factors that potentially enhance the young consumer’s attitude and increase switching intention towards biodegradable plastics: environmental concern, knowledge and perceived value. The data were collected using a structured questionnaire via an online survey method. The structural equation modelling with SmartPLS 3 was used to analyse the data from a total of 162 respondents. The study’s key findings confirmed that switching intention towards biodegradable plastics is significantly influenced by environmental concern, perceived value, and attitude. This study also provided empirical evidence that the attitude acts as a mediator for the relationship between environmental concern and perceived value towards the switching intention. These results could help the government establish a new policy to encourage citizens to use biodegradable plastics while reducing environmental pollution. Findings The study’s key findings confirmed that switching intention towards biodegradable plastics is significantly influenced by environmental concern, perceived value and attitude. Furthermore, this study extends the TPB to include the intention to switch from synthetic to biodegradable plastics, where attitudes towards the environment, environmental concern and perceived value all have an impact on the intention to switch from synthetic to biodegradable plastics in the first place. As an additional contribution to the existing body of knowledge, this study provides empirical data about the variables influenc
{"title":"The plastic of the future: determinants for switching intention from synthetic to biodegradable plastics among the young consumers","authors":"T. Moshood, G. Nawanir, F. Mahmud, M. Ahmad, F. Mohamad, A. AbdulGhani","doi":"10.1108/jsocm-05-2022-0097","DOIUrl":"https://doi.org/10.1108/jsocm-05-2022-0097","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine the young Malaysian consumers’ switching intention from synthetic to biodegradable plastics. This research shows the factors affecting young Malaysian consumers’ switching intention towards biodegradable plastic rather than traditional plastic (synthetic plastics). In this study, there are three factors to be considered whether they influence the young consumers in Malaysia to change their intention towards biodegradable plastic. The three factors are environmental concern, knowledge and the perceived value of biodegradable plastic. However, biodegradable plastic’s switching intention is also affected by biodegradable plastic’s attitude, where the three factors influence this attitude. Thus, all variables are considered in this research to investigate the reasons for switching intention from synthetic to biodegradable plastics among young Malaysian consumers.\u0000\u0000\u0000Design/methodology/approach\u0000In line with the recent economic growth, especially in developing countries, human concern for the environment has increased over time. This paradigm shift has influenced Malaysians to pay more attention to the issues related to synthetic plastics, especially in Malaysia itself. To reduce the use of synthetic plastic in Malaysia, this research is conducted to identify the young consumer’s behaviour in Malaysia towards the use of biodegradable plastics. In this study, the theory of planned behaviour (TPB) is broadened into three additional factors that potentially enhance the young consumer’s attitude and increase switching intention towards biodegradable plastics: environmental concern, knowledge and perceived value. The data were collected using a structured questionnaire via an online survey method. The structural equation modelling with SmartPLS 3 was used to analyse the data from a total of 162 respondents. The study’s key findings confirmed that switching intention towards biodegradable plastics is significantly influenced by environmental concern, perceived value, and attitude. This study also provided empirical evidence that the attitude acts as a mediator for the relationship between environmental concern and perceived value towards the switching intention. These results could help the government establish a new policy to encourage citizens to use biodegradable plastics while reducing environmental pollution.\u0000\u0000\u0000Findings\u0000The study’s key findings confirmed that switching intention towards biodegradable plastics is significantly influenced by environmental concern, perceived value and attitude. Furthermore, this study extends the TPB to include the intention to switch from synthetic to biodegradable plastics, where attitudes towards the environment, environmental concern and perceived value all have an impact on the intention to switch from synthetic to biodegradable plastics in the first place. As an additional contribution to the existing body of knowledge, this study provides empirical data about the variables influenc","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44867414","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-25DOI: 10.1108/jsocm-12-2021-0275
S. Arora, M. Sagar
Purpose This study aims to present a novel framework of “communication-led behavioral intention” in an effort to aid in the process of planning and coordinating social marketing campaigns on difficult subjects that go against social conventions, including the proper postnatal nutrition practices. Design/methodology/approach The study followed a quasi-experimental research design. Health communications (public service announcements) were shown to the women aged 18–65 years and responses were collected using a quantitative questionnaire. Structural equation modeling with exploratory and confirmatory factor analyses was used to investigate the linkage between the factors that influence breastfeeding outcomes. Findings A strong positive impact of contextual communication was confirmed empirically on the behavioral intention to follow and recommend exclusive breastfeeding. Three communication-specific factors – “content quality,” “message clarity” and “belief in message” – were found to play a pivotal role in inducing the “behavioral intention.” These relationships were found to be mediated by “empathy” which is an emotional state experienced out of the respondent’s ability to sense the thoughts and feelings of the characters in the communication. Originality/value This study is one of the few attempts on measuring breastfeeding outcomes using theoretical constructs. The framework suggested in the study has a lot of potential in assisting practitioners and researchers to develop effective interventions on complex topics that challenge social norms. Further, this paper offers important insights on the women with limited decision-making capacity on breastfeeding and child care.
{"title":"Health communication for behavior change: evolution of a marketing framework","authors":"S. Arora, M. Sagar","doi":"10.1108/jsocm-12-2021-0275","DOIUrl":"https://doi.org/10.1108/jsocm-12-2021-0275","url":null,"abstract":"\u0000Purpose\u0000This study aims to present a novel framework of “communication-led behavioral intention” in an effort to aid in the process of planning and coordinating social marketing campaigns on difficult subjects that go against social conventions, including the proper postnatal nutrition practices.\u0000\u0000\u0000Design/methodology/approach\u0000The study followed a quasi-experimental research design. Health communications (public service announcements) were shown to the women aged 18–65 years and responses were collected using a quantitative questionnaire. Structural equation modeling with exploratory and confirmatory factor analyses was used to investigate the linkage between the factors that influence breastfeeding outcomes.\u0000\u0000\u0000Findings\u0000A strong positive impact of contextual communication was confirmed empirically on the behavioral intention to follow and recommend exclusive breastfeeding. Three communication-specific factors – “content quality,” “message clarity” and “belief in message” – were found to play a pivotal role in inducing the “behavioral intention.” These relationships were found to be mediated by “empathy” which is an emotional state experienced out of the respondent’s ability to sense the thoughts and feelings of the characters in the communication.\u0000\u0000\u0000Originality/value\u0000This study is one of the few attempts on measuring breastfeeding outcomes using theoretical constructs. The framework suggested in the study has a lot of potential in assisting practitioners and researchers to develop effective interventions on complex topics that challenge social norms. Further, this paper offers important insights on the women with limited decision-making capacity on breastfeeding and child care.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49392346","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-19DOI: 10.1108/jsocm-07-2021-0164
Yassmeen El Maohub, N. Rangelov, L. Suggs
Purpose Islamophobia is a growing social problem that leads to the discrimination of Muslims. Using Group Conflict Theory and the Integrated Threat Theory as the theoretical frameworks, this study aims to measure the presence of Islamophobia in the hiring practices of the most southern state of Switzerland. Design/methodology/approach An experimental formative research study was conducted with employees. Based on CVs for two positions, back-office and front-office, candidates were selected for interviews and reasons were provided. Two variables were manipulated to represent the “Muslim appearance” on the CVs: the picture and the name. A content analysis of reasons was conducted in addition to descriptive statistics of survey responses. Findings A negative perception of Muslim candidates emerged from the answers with a clear difference between the two scenarios: candidates perceived to be Muslim were not rejected from the back-office position, but they were from the front-office position. Social implications Results demonstrate that hiring practices in Ticino Switzerland are, in some cases, based on a prejudicial attitude. As long as Muslims were “not seen as Muslims to the customers,” they were judged as acceptable for the job. This has implications for social marketing research and practice aimed to change this discrimination behavior. A next step could be to understand if it is fear of Muslims or fear of what the public might think of Muslims that cause the selection difference between the two jobs. Systems-wide and macro level social marketing research is well suited to investigate such problems and test solutions, in a local context, following the methodology used in this study. Originality/value A disturbing escalation of the phenomenon of Islamophobia has emerged across the globe. This paper examines a fundamental issue in equity and prosperity, which is equal opportunity for employment. Using experimental design, the authors find that discrimination exists in hiring practices, which is a problem that social marketing is well equipped to address.
{"title":"The best person for the job is the most qualified, right? An experimental study about Islamophobia in hiring practices","authors":"Yassmeen El Maohub, N. Rangelov, L. Suggs","doi":"10.1108/jsocm-07-2021-0164","DOIUrl":"https://doi.org/10.1108/jsocm-07-2021-0164","url":null,"abstract":"\u0000Purpose\u0000Islamophobia is a growing social problem that leads to the discrimination of Muslims. Using Group Conflict Theory and the Integrated Threat Theory as the theoretical frameworks, this study aims to measure the presence of Islamophobia in the hiring practices of the most southern state of Switzerland.\u0000\u0000\u0000Design/methodology/approach\u0000An experimental formative research study was conducted with employees. Based on CVs for two positions, back-office and front-office, candidates were selected for interviews and reasons were provided. Two variables were manipulated to represent the “Muslim appearance” on the CVs: the picture and the name. A content analysis of reasons was conducted in addition to descriptive statistics of survey responses.\u0000\u0000\u0000Findings\u0000A negative perception of Muslim candidates emerged from the answers with a clear difference between the two scenarios: candidates perceived to be Muslim were not rejected from the back-office position, but they were from the front-office position.\u0000\u0000\u0000Social implications\u0000Results demonstrate that hiring practices in Ticino Switzerland are, in some cases, based on a prejudicial attitude. As long as Muslims were “not seen as Muslims to the customers,” they were judged as acceptable for the job. This has implications for social marketing research and practice aimed to change this discrimination behavior. A next step could be to understand if it is fear of Muslims or fear of what the public might think of Muslims that cause the selection difference between the two jobs. Systems-wide and macro level social marketing research is well suited to investigate such problems and test solutions, in a local context, following the methodology used in this study.\u0000\u0000\u0000Originality/value\u0000A disturbing escalation of the phenomenon of Islamophobia has emerged across the globe. This paper examines a fundamental issue in equity and prosperity, which is equal opportunity for employment. Using experimental design, the authors find that discrimination exists in hiring practices, which is a problem that social marketing is well equipped to address.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44557741","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-13DOI: 10.1108/jsocm-03-2022-0059
Seongwon Choi, T. Powers
Purpose The purpose of this paper is to highlight the core tenets of social marketing communications in managing acute infectious disease outbreaks based on a historical review of two major pandemics in South Korea. Design/methodology/approach Two researchers reviewed newspapers, journal papers, archived documents and other historical materials to examine social marketing communications used in both Spanish flu and COVID-19 pandemics by South Koreans. Findings Despite two events being a century apart and the social context of two eras being starkly different, behavioral recommendations for both pandemics were nearly identical. Two major lessons arose from the review. First, a full disclosure of the pandemic-related information is important. Second, proper management of conflicting information is highly desired as an integral part of pandemic social marketing communication campaigns. Originality/value Understanding the importance of social marketing in raising public awareness, this paper provides a historical comparison between the 1918–1919 Spanish flu and COVID-19, focusing on the social communications used during these two pandemics. The paper contributes to the health marketing literature as well as to practice by drawing implications relevant to social marketing communication used in disease pandemics.
{"title":"Timeless principles of social marketing communication: a comparison of the Spanish flu and COVID-19 pandemic communication in South Korea","authors":"Seongwon Choi, T. Powers","doi":"10.1108/jsocm-03-2022-0059","DOIUrl":"https://doi.org/10.1108/jsocm-03-2022-0059","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to highlight the core tenets of social marketing communications in managing acute infectious disease outbreaks based on a historical review of two major pandemics in South Korea.\u0000\u0000\u0000Design/methodology/approach\u0000Two researchers reviewed newspapers, journal papers, archived documents and other historical materials to examine social marketing communications used in both Spanish flu and COVID-19 pandemics by South Koreans.\u0000\u0000\u0000Findings\u0000Despite two events being a century apart and the social context of two eras being starkly different, behavioral recommendations for both pandemics were nearly identical. Two major lessons arose from the review. First, a full disclosure of the pandemic-related information is important. Second, proper management of conflicting information is highly desired as an integral part of pandemic social marketing communication campaigns.\u0000\u0000\u0000Originality/value\u0000Understanding the importance of social marketing in raising public awareness, this paper provides a historical comparison between the 1918–1919 Spanish flu and COVID-19, focusing on the social communications used during these two pandemics. The paper contributes to the health marketing literature as well as to practice by drawing implications relevant to social marketing communication used in disease pandemics.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-10-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46978959","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-05DOI: 10.1108/jsocm-03-2021-0058
Natália Rohenkohl do Canto, K. Grunert, M. Dutra de Barcellos
Purpose Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the motivational determinants of such behaviours. This study aims to present and critically evaluate the theoretical and empirical basis of goal-framing theory, which asserts that pro-environmental behaviours might stem from conflicting goals. This study compares the theory to other approaches used to explain pro-environmental behaviour, reviews the empirical evidence for it and comes up with suggestions for future research. Design/methodology/approach This study compares the theory with other popular theories to explain pro-environmental behaviour and behaviour change and systematically review 25 empirical research studies that adopt the goal-framing theory. Findings Most studies rely on survey data, focus on Europe and gather self-reported behaviours or hypothetical responses. Furthermore, many studies of goal frames neglect key situational factors. Thus, the directions for further research outlined herein emphasise the need for more experimental studies of real behaviours, with consideration of situational factors, using methods that can explicate unconscious processes too. Overall, goal-framing theory provides a promising approach for analysing pro-environmental behaviours, in that it explicitly deals with goal conflicts, takes situational factors into account and encompasses conscious and unconscious processes. The authors conclude that the theory can form a useful basis for the design of social marketing behavioural interventions to promote pro-environmental behaviours. Originality/value To the best of the authors’ knowledge, as the first systematic review of empirical applications of goal-framing theory, this study provides refinement and validation. By also offering propositions and a research agenda, the authors hope to inspire researchers in social marketing to address the remaining gaps and refine the theory even further.
{"title":"Goal-framing theory in environmental behaviours: review, future research agenda and possible applications in behavioural change","authors":"Natália Rohenkohl do Canto, K. Grunert, M. Dutra de Barcellos","doi":"10.1108/jsocm-03-2021-0058","DOIUrl":"https://doi.org/10.1108/jsocm-03-2021-0058","url":null,"abstract":"\u0000Purpose\u0000Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the motivational determinants of such behaviours. This study aims to present and critically evaluate the theoretical and empirical basis of goal-framing theory, which asserts that pro-environmental behaviours might stem from conflicting goals. This study compares the theory to other approaches used to explain pro-environmental behaviour, reviews the empirical evidence for it and comes up with suggestions for future research.\u0000\u0000\u0000Design/methodology/approach\u0000This study compares the theory with other popular theories to explain pro-environmental behaviour and behaviour change and systematically review 25 empirical research studies that adopt the goal-framing theory.\u0000\u0000\u0000Findings\u0000Most studies rely on survey data, focus on Europe and gather self-reported behaviours or hypothetical responses. Furthermore, many studies of goal frames neglect key situational factors. Thus, the directions for further research outlined herein emphasise the need for more experimental studies of real behaviours, with consideration of situational factors, using methods that can explicate unconscious processes too. Overall, goal-framing theory provides a promising approach for analysing pro-environmental behaviours, in that it explicitly deals with goal conflicts, takes situational factors into account and encompasses conscious and unconscious processes. The authors conclude that the theory can form a useful basis for the design of social marketing behavioural interventions to promote pro-environmental behaviours.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, as the first systematic review of empirical applications of goal-framing theory, this study provides refinement and validation. By also offering propositions and a research agenda, the authors hope to inspire researchers in social marketing to address the remaining gaps and refine the theory even further.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2022-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46717344","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"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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