European Journal of MarketingTable of Contents for European Journal of Marketing. List of articles from the current issue, including Just Accepted (EarlyCite)https://www.emerald.com/insight/publication/issn/0309-0566/vol/58/iss/13?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestEuropean Journal of MarketingEmerald Publishing LimitedEuropean Journal of MarketingEuropean Journal of Marketinghttps://www.emerald.com/insight/proxy/containerImg?link=/resource/publication/journal/f504fe49448b44e7e46f92eeea1dbb29/urn:emeraldgroup.com:asset:id:binary:ejm.cover.jpghttps://www.emerald.com/insight/publication/issn/0309-0566/vol/58/iss/13?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestBeyond purchase intention in sports sponsorship: an alternative approach to measuring brand equity using best-worst scalinghttps://www.emerald.com/insight/content/doi/10.1108/EJM-07-2021-0481/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share. This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma. With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale. Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories. Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement. Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.Beyond purchase intention in sports sponsorship: an alternative approach to measuring brand equity using best-worst scaling
Khaled Hamad Almaiman, Lawrence Ang, Hume Winzar
European Journal of Marketing, Vol. 58, No. 13, pp.1-29

The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

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Beyond purchase intention in sports sponsorship: an alternative approach to measuring brand equity using best-worst scaling10.1108/EJM-07-2021-0481European Journal of Marketing2023-12-22© 2023 Khaled Hamad Almaiman, Lawrence Ang and Hume Winzar.Khaled Hamad AlmaimanLawrence AngHume WinzarEuropean Journal of Marketing58132023-12-2210.1108/EJM-07-2021-0481https://www.emerald.com/insight/content/doi/10.1108/EJM-07-2021-0481/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Khaled Hamad Almaiman, Lawrence Ang and Hume Winzar.http://creativecommons.org/licences/by/4.0/legalcode
The shortcomings of equal weights estimation and the composite equivalence index in PLS-SEMhttps://www.emerald.com/insight/content/doi/10.1108/EJM-04-2023-0307/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this paper is to assess the appropriateness of equal weights estimation (sumscores) and the application of the composite equivalence index (CEI) vis-à-vis differentiated indicator weights produced by partial least squares structural equation modeling (PLS-SEM). The authors rely on prior literature as well as empirical illustrations and a simulation study to assess the efficacy of equal weights estimation and the CEI. The results show that the CEI lacks discriminatory power, and its use can lead to major differences in structural model estimates, conceals measurement model issues and almost always leads to inferior out-of-sample predictive accuracy compared to differentiated weights produced by PLS-SEM. In light of its manifold conceptual and empirical limitations, the authors advise against the use of the CEI. Its adoption and the routine use of equal weights estimation could adversely affect the validity of measurement and structural model results and understate structural model predictive accuracy. Although this study shows that the CEI is an unsuitable metric to decide between equal weights and differentiated weights, it does not propose another means for such a comparison. The results suggest that researchers and practitioners should prefer differentiated indicator weights such as those produced by PLS-SEM over equal weights. To the best of the authors’ knowledge, this study is the first to provide a comprehensive assessment of the CEI’s usefulness. The results provide guidance for researchers considering using equal indicator weights instead of PLS-SEM-based weighted indicators.The shortcomings of equal weights estimation and the composite equivalence index in PLS-SEM
Joseph F. Hair, Pratyush N. Sharma, Marko Sarstedt, Christian M. Ringle, Benjamin D. Liengaard
European Journal of Marketing, Vol. 58, No. 13, pp.30-55

The purpose of this paper is to assess the appropriateness of equal weights estimation (sumscores) and the application of the composite equivalence index (CEI) vis-à-vis differentiated indicator weights produced by partial least squares structural equation modeling (PLS-SEM).

The authors rely on prior literature as well as empirical illustrations and a simulation study to assess the efficacy of equal weights estimation and the CEI.

The results show that the CEI lacks discriminatory power, and its use can lead to major differences in structural model estimates, conceals measurement model issues and almost always leads to inferior out-of-sample predictive accuracy compared to differentiated weights produced by PLS-SEM.

In light of its manifold conceptual and empirical limitations, the authors advise against the use of the CEI. Its adoption and the routine use of equal weights estimation could adversely affect the validity of measurement and structural model results and understate structural model predictive accuracy. Although this study shows that the CEI is an unsuitable metric to decide between equal weights and differentiated weights, it does not propose another means for such a comparison.

The results suggest that researchers and practitioners should prefer differentiated indicator weights such as those produced by PLS-SEM over equal weights.

To the best of the authors’ knowledge, this study is the first to provide a comprehensive assessment of the CEI’s usefulness. The results provide guidance for researchers considering using equal indicator weights instead of PLS-SEM-based weighted indicators.

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The shortcomings of equal weights estimation and the composite equivalence index in PLS-SEM10.1108/EJM-04-2023-0307European Journal of Marketing2024-02-08© 2024 Joseph F. Hair, Pratyush N. Sharma, Marko Sarstedt, Christian M. Ringle and Benjamin D. Liengaard.Joseph F. HairPratyush N. SharmaMarko SarstedtChristian M. RingleBenjamin D. LiengaardEuropean Journal of Marketing58132024-02-0810.1108/EJM-04-2023-0307https://www.emerald.com/insight/content/doi/10.1108/EJM-04-2023-0307/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Joseph F. Hair, Pratyush N. Sharma, Marko Sarstedt, Christian M. Ringle and Benjamin D. Liengaard.http://creativecommons.org/licences/by/4.0/legalcode
Turning commitment into performance through buyer dependence: a dual pathway approachhttps://www.emerald.com/insight/content/doi/10.1108/EJM-02-2022-0084/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to investigate the interrelated role of relational commitment and dependence as drivers of key performance outcomes. Specifically, the authors provide a conceptual model of the impact of commitment on relationship value dependence and switching cost dependence. The authors further investigate how these dimensions of dependence offer differing noneconomic and economic paths to strategic and financial performance. Survey data was collected from 296 purchasing agents across multiple industries located in the USA. The conceptual model and accompanying hypotheses were tested via partial least squares structural equation modeling. The results show that the relational path is driven by affective and normative commitment, which are related to relationship value dependence. Conversely, calculative commitment is related to switching cost dependence. This economic path is related to both strategic and financial performance, whereas the relational path is more closely related to strategic as opposed to financial performance outcomes. This study extends research on Business-To-Business (B2B) relationships by leveraging social exchange theory to examine the interrelated roles played by two forms of dependence on performance outcomes. Thus, the authors answer Scheer et al.’s (2015) call for research into the two distinct types of dependence – relationship value and switching cost dependence – and their roles in determining B2B relationship outcomes. The findings contribute to the literature by integrating social exchange and relationship marketing concepts to develop a dual pathway approach to B2B partnerships. The results suggest that dependence is not necessarily negative for firms. Specifically, buyers can and do still exhibit positive performance, both strategic and financial, in relationships with suppliers even when dependent on the relationship. Regardless of whether buyers are dependent due to a relationship or economic factors, both can, in different ways, lead to positive strategic and financial outcomes. Together, the authors contribute to the understanding of B2B partnerships by offering guidelines for both buyers and suppliers in the dyad. The authors derive a comprehensive model depicting primarily relational and economic paths to performance through different types of commitment and dependence. The authors contribute to the literature by demonstrating that relational and economic paths to success are not the same, highlighting how firms could influence performance even when the relationship is not necessarily characterized by generally positive relational benefits and behaviors.Turning commitment into performance through buyer dependence: a dual pathway approach
Daniel Padgett, Christopher D. Hopkins, Colin B. Gabler
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to investigate the interrelated role of relational commitment and dependence as drivers of key performance outcomes. Specifically, the authors provide a conceptual model of the impact of commitment on relationship value dependence and switching cost dependence. The authors further investigate how these dimensions of dependence offer differing noneconomic and economic paths to strategic and financial performance.

Survey data was collected from 296 purchasing agents across multiple industries located in the USA. The conceptual model and accompanying hypotheses were tested via partial least squares structural equation modeling.

The results show that the relational path is driven by affective and normative commitment, which are related to relationship value dependence. Conversely, calculative commitment is related to switching cost dependence. This economic path is related to both strategic and financial performance, whereas the relational path is more closely related to strategic as opposed to financial performance outcomes.

This study extends research on Business-To-Business (B2B) relationships by leveraging social exchange theory to examine the interrelated roles played by two forms of dependence on performance outcomes. Thus, the authors answer Scheer et al.’s (2015) call for research into the two distinct types of dependence – relationship value and switching cost dependence – and their roles in determining B2B relationship outcomes. The findings contribute to the literature by integrating social exchange and relationship marketing concepts to develop a dual pathway approach to B2B partnerships.

The results suggest that dependence is not necessarily negative for firms. Specifically, buyers can and do still exhibit positive performance, both strategic and financial, in relationships with suppliers even when dependent on the relationship. Regardless of whether buyers are dependent due to a relationship or economic factors, both can, in different ways, lead to positive strategic and financial outcomes. Together, the authors contribute to the understanding of B2B partnerships by offering guidelines for both buyers and suppliers in the dyad.

The authors derive a comprehensive model depicting primarily relational and economic paths to performance through different types of commitment and dependence. The authors contribute to the literature by demonstrating that relational and economic paths to success are not the same, highlighting how firms could influence performance even when the relationship is not necessarily characterized by generally positive relational benefits and behaviors.

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Turning commitment into performance through buyer dependence: a dual pathway approach10.1108/EJM-02-2022-0084European Journal of Marketing2024-03-05© 2024 Emerald Publishing LimitedDaniel PadgettChristopher D. HopkinsColin B. GablerEuropean Journal of Marketingahead-of-printahead-of-print2024-03-0510.1108/EJM-02-2022-0084https://www.emerald.com/insight/content/doi/10.1108/EJM-02-2022-0084/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
The effect of sponsored video customization on video shares: the critical moderating role of influencer and brand characteristicshttps://www.emerald.com/insight/content/doi/10.1108/EJM-03-2022-0172/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert influencer) and brand characteristics (i.e. brand establishment and product involvement). This study uses a unique real-world data set that combines coded variables (e.g. customization) and objective video performance (e.g. sharing) of 365 sponsored videos to test the hypotheses. A negative binomial model is used to analyze the data set. This study finds that the effect of video customization on video shares varies across contexts. Video customization positively affects shares if they are made for well-established brands and high-involvement products but negatively influences shares if they are produced by mega and expert influencers. This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory, this study teases out different conditions under which video customization is more or less likely to foster audience engagement, which both influencers and brands care about. The chosen research setting may limit the generalizability of the findings of this study. The findings suggest that mega and expert influencers need to consider if their endorsement would backfire on a highly customized video. Brands that aim to engage customers with highly-customized videos should gauge their decision by taking into consideration their years of establishment and product involvement. For video-sharing platforms, especially those that are planning to expand their businesses to include “matching-making services” for brands and influencers, the findings provide theory-based guidance on optimizing such matches. This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.The effect of sponsored video customization on video shares: the critical moderating role of influencer and brand characteristics
Li Chen, Yiwen Chen, Yang Pan
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert influencer) and brand characteristics (i.e. brand establishment and product involvement).

This study uses a unique real-world data set that combines coded variables (e.g. customization) and objective video performance (e.g. sharing) of 365 sponsored videos to test the hypotheses. A negative binomial model is used to analyze the data set.

This study finds that the effect of video customization on video shares varies across contexts. Video customization positively affects shares if they are made for well-established brands and high-involvement products but negatively influences shares if they are produced by mega and expert influencers.

This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory, this study teases out different conditions under which video customization is more or less likely to foster audience engagement, which both influencers and brands care about. The chosen research setting may limit the generalizability of the findings of this study.

The findings suggest that mega and expert influencers need to consider if their endorsement would backfire on a highly customized video. Brands that aim to engage customers with highly-customized videos should gauge their decision by taking into consideration their years of establishment and product involvement. For video-sharing platforms, especially those that are planning to expand their businesses to include “matching-making services” for brands and influencers, the findings provide theory-based guidance on optimizing such matches.

This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.

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The effect of sponsored video customization on video shares: the critical moderating role of influencer and brand characteristics10.1108/EJM-03-2022-0172European Journal of Marketing2024-01-12© 2023 Emerald Publishing LimitedLi ChenYiwen ChenYang PanEuropean Journal of Marketingahead-of-printahead-of-print2024-01-1210.1108/EJM-03-2022-0172https://www.emerald.com/insight/content/doi/10.1108/EJM-03-2022-0172/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The double-edged sword of envy: effects of envy type and regulatory focus on consumer decision-makinghttps://www.emerald.com/insight/content/doi/10.1108/EJM-03-2022-0214/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate the fit of a promotion (prevention) focus with malicious (benign) envy and how this fit influences positive and negative behaviours, depending on the context. Four empirical studies (two laboratory and two online experiments) were used to test key hypotheses. Study 1 manipulated regulatory focus and envy in a job application setting with university students. Study 2 engaged similar manipulations in a social media setting. Studies 3 and 4 extended the regulatory focus and envy manipulations to the general population in pay-what-you-want (PWYW) and pay-it-forward (PIF) restaurant contexts. The findings showed that a promotion (prevention) focus fits with the emotion of malicious (benign) envy. In the social media context, promotion and prevention foci demonstrated negative behaviour, including unfollowing the envied person, when combined with malicious and benign envy. In the PWYW and PIF contexts, combining envy with a specific type of regulatory focus encouraged both positive and negative behaviours through influencing payments. Future research could validate and extend this study’s findings with different product/service categories, cross-cultural samples and research methods such as field experiments. The four studies’ findings will assist managers in formulating marketing strategies to enhance their positioning of target products/services, possibly leading to higher prices for PWYW and PIF businesses. The conceptual model is novel as, to the best of the authors’ knowledge, no prior research has proposed and tested the fit between envy type and regulatory foci.The double-edged sword of envy: effects of envy type and regulatory focus on consumer decision-making
Rajat Roy, Fazlul K. Rabbanee, Diana Awad, Vishal Mehrotra
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to investigate the fit of a promotion (prevention) focus with malicious (benign) envy and how this fit influences positive and negative behaviours, depending on the context.

Four empirical studies (two laboratory and two online experiments) were used to test key hypotheses. Study 1 manipulated regulatory focus and envy in a job application setting with university students. Study 2 engaged similar manipulations in a social media setting. Studies 3 and 4 extended the regulatory focus and envy manipulations to the general population in pay-what-you-want (PWYW) and pay-it-forward (PIF) restaurant contexts.

The findings showed that a promotion (prevention) focus fits with the emotion of malicious (benign) envy. In the social media context, promotion and prevention foci demonstrated negative behaviour, including unfollowing the envied person, when combined with malicious and benign envy. In the PWYW and PIF contexts, combining envy with a specific type of regulatory focus encouraged both positive and negative behaviours through influencing payments.

Future research could validate and extend this study’s findings with different product/service categories, cross-cultural samples and research methods such as field experiments.

The four studies’ findings will assist managers in formulating marketing strategies to enhance their positioning of target products/services, possibly leading to higher prices for PWYW and PIF businesses.

The conceptual model is novel as, to the best of the authors’ knowledge, no prior research has proposed and tested the fit between envy type and regulatory foci.

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The double-edged sword of envy: effects of envy type and regulatory focus on consumer decision-making10.1108/EJM-03-2022-0214European Journal of Marketing2024-03-18© 2024 Emerald Publishing LimitedRajat RoyFazlul K. RabbaneeDiana AwadVishal MehrotraEuropean Journal of Marketingahead-of-printahead-of-print2024-03-1810.1108/EJM-03-2022-0214https://www.emerald.com/insight/content/doi/10.1108/EJM-03-2022-0214/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
The influence of network understanding on value creation in business relationshipshttps://www.emerald.com/insight/content/doi/10.1108/EJM-04-2021-0268/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate how companies’ understanding of the business network influences the creation of value in business-to-business relationships. The authors do this by analysing dimensions in actors’ “network pictures” and illustrating how value perception and network understanding influence actors’ mutual effort to create value. Approaching relationship value from the point of actors’ cognitive understanding of their business network has so far been largely overlooked in relationship value research. This study applies a qualitative case study methodology whereby dyadic data from a well-established business-to-business relationship is collected from 18 company representatives through personal interviews and group interviews supplemented by participant observations and company data. The findings contribute with new insight into how companies’ understanding of their surrounding network influence (facilitates or limits) relationship value creation. The authors find that companies continuously reflect on changes in their networks and the related changes in partners’ value perceptions. Through value articulations, companies seek to explicitly express their value perception. Value reflections and value articulations create a dynamic process formed not only by the individual actor but also through their relationship and engagement in their network environment. This requires companies to develop their networking capabilities. This paper presents findings, insights and contributions limited to a case study of a particular business relationship within an industrial setting. Although the findings and contributions are valid and in line with the criteria for rigorous qualitative research, the authors advocate and call for additional studies that investigate relationships value creation and address the interplay between actors’ network understanding and their actions and behaviour. One way to approach this would be to test the four propositions derived and presented as part of the present study. The findings imply that management needs to be aware not only of the value created and delivered to a specific partner but also of how the partner’s understanding of the wider network will influence the value delivering and capturing process. This study contributes to the growing literature on relationship value creation by outlining a dynamic process where relationship partners reflect upon and articulate value. Such activities are influenced by the partners’ network understanding and form the basis of the mutual relationship value creation effort. The findings also contribute to the network pictures literature by emphasizing insights into the formation of value perceptions through actors’ understanding of their surrounding networks.The influence of network understanding on value creation in business relationships
Kristin B. Munksgaard, Morten H. Abrahamsen, Kirsten Frandsen
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to investigate how companies’ understanding of the business network influences the creation of value in business-to-business relationships. The authors do this by analysing dimensions in actors’ “network pictures” and illustrating how value perception and network understanding influence actors’ mutual effort to create value. Approaching relationship value from the point of actors’ cognitive understanding of their business network has so far been largely overlooked in relationship value research.

This study applies a qualitative case study methodology whereby dyadic data from a well-established business-to-business relationship is collected from 18 company representatives through personal interviews and group interviews supplemented by participant observations and company data.

The findings contribute with new insight into how companies’ understanding of their surrounding network influence (facilitates or limits) relationship value creation. The authors find that companies continuously reflect on changes in their networks and the related changes in partners’ value perceptions. Through value articulations, companies seek to explicitly express their value perception. Value reflections and value articulations create a dynamic process formed not only by the individual actor but also through their relationship and engagement in their network environment. This requires companies to develop their networking capabilities.

This paper presents findings, insights and contributions limited to a case study of a particular business relationship within an industrial setting. Although the findings and contributions are valid and in line with the criteria for rigorous qualitative research, the authors advocate and call for additional studies that investigate relationships value creation and address the interplay between actors’ network understanding and their actions and behaviour. One way to approach this would be to test the four propositions derived and presented as part of the present study.

The findings imply that management needs to be aware not only of the value created and delivered to a specific partner but also of how the partner’s understanding of the wider network will influence the value delivering and capturing process.

This study contributes to the growing literature on relationship value creation by outlining a dynamic process where relationship partners reflect upon and articulate value. Such activities are influenced by the partners’ network understanding and form the basis of the mutual relationship value creation effort. The findings also contribute to the network pictures literature by emphasizing insights into the formation of value perceptions through actors’ understanding of their surrounding networks.

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The influence of network understanding on value creation in business relationships10.1108/EJM-04-2021-0268European Journal of Marketing2024-03-25© 2024 Emerald Publishing LimitedKristin B. MunksgaardMorten H. AbrahamsenKirsten FrandsenEuropean Journal of Marketingahead-of-printahead-of-print2024-03-2510.1108/EJM-04-2021-0268https://www.emerald.com/insight/content/doi/10.1108/EJM-04-2021-0268/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
A social norms-based framework for understanding and predicting giver-recipient discrepancies in gift selectionhttps://www.emerald.com/insight/content/doi/10.1108/EJM-04-2022-0311/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe gift-giving literature has documented several cases in which givers and recipients do not see eye-to-eye in gift-giving decisions. To help integrate this considerable segment of the gifting literature, this paper aims to develop a social norms-based framework for understanding and predicting giver-recipient asymmetries in gift selection. Five experimental studies test the hypotheses. Participants in these studies evaluate gifts used in previous research, choose between gifts as either gift-givers or gift-recipients, and/or indicate their level of discomfort with choosing different kinds of gifts. The gifts vary in ways that allow the authors to test the social norms-based framework. Gift-giving asymmetries tend to occur when one of the gifts under consideration is less descriptively, but not less injunctively, normative than the other. This theme holds for both asymmetries recorded in the gift-giving literature and novel ones. Indeed, the authors document new asymmetries in cases where the framework would expect asymmetries to occur and, providing critical support for the framework, the absence of asymmetries in cases where the framework would not expect asymmetries to emerge. Moreover, the authors explain these asymmetries, and lack thereof, using a mechanism that is novel to the literature on gift-giving mismatches: feelings of discomfort. This research has multiple theoretical implications for the literatures studying gift-giving and social norms. A limitation of this work is that it left some (secondary) predictions of its model untested. Future research could test some of these predictions. Billions of dollars are spent on gifts each year, making gift-giving a research topic of great practical importance. In addition, the research offers suggestions to consumers giving gifts, consumers receiving gifts, as well as marketers. The research is original in that it creates a novel framework that predicts both the presence and absence of gift-giving asymmetries, introduces a psychological mechanism to the literature on giver-recipient gift choice asymmetries, and unifies many of the mismatches previously documented in this literature.A social norms-based framework for understanding and predicting giver-recipient discrepancies in gift selection
Julian Givi, Jeff Galak
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

The gift-giving literature has documented several cases in which givers and recipients do not see eye-to-eye in gift-giving decisions. To help integrate this considerable segment of the gifting literature, this paper aims to develop a social norms-based framework for understanding and predicting giver-recipient asymmetries in gift selection.

Five experimental studies test the hypotheses. Participants in these studies evaluate gifts used in previous research, choose between gifts as either gift-givers or gift-recipients, and/or indicate their level of discomfort with choosing different kinds of gifts. The gifts vary in ways that allow the authors to test the social norms-based framework.

Gift-giving asymmetries tend to occur when one of the gifts under consideration is less descriptively, but not less injunctively, normative than the other. This theme holds for both asymmetries recorded in the gift-giving literature and novel ones. Indeed, the authors document new asymmetries in cases where the framework would expect asymmetries to occur and, providing critical support for the framework, the absence of asymmetries in cases where the framework would not expect asymmetries to emerge. Moreover, the authors explain these asymmetries, and lack thereof, using a mechanism that is novel to the literature on gift-giving mismatches: feelings of discomfort.

This research has multiple theoretical implications for the literatures studying gift-giving and social norms. A limitation of this work is that it left some (secondary) predictions of its model untested. Future research could test some of these predictions.

Billions of dollars are spent on gifts each year, making gift-giving a research topic of great practical importance. In addition, the research offers suggestions to consumers giving gifts, consumers receiving gifts, as well as marketers.

The research is original in that it creates a novel framework that predicts both the presence and absence of gift-giving asymmetries, introduces a psychological mechanism to the literature on giver-recipient gift choice asymmetries, and unifies many of the mismatches previously documented in this literature.

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A social norms-based framework for understanding and predicting giver-recipient discrepancies in gift selection10.1108/EJM-04-2022-0311European Journal of Marketing2024-02-13© 2024 Emerald Publishing LimitedJulian GiviJeff GalakEuropean Journal of Marketingahead-of-printahead-of-print2024-02-1310.1108/EJM-04-2022-0311https://www.emerald.com/insight/content/doi/10.1108/EJM-04-2022-0311/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Designing an empathetic user-centric customer support organisation: practitioners’ perspectiveshttps://www.emerald.com/insight/content/doi/10.1108/EJM-05-2022-0350/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to develop an empathetic and user-centric customer support service design model. Though service design has been a critical research focus for several decades, few studies focus on customer support services. As customer support gains importance as a source of competitive advantage in the present era, this paper aims to contribute to industry and academia by exploring the service design model. The study adopted a theories-in-use approach to elucidate mental models based on the industry’s best practices. In-depth interviews with 62 professionals led to critical insights into customer service design development, supported by service-dominant logic and theory of mind principles. The ensuing insights led to a model that connects the antecedents and outcomes of empathetic and user-centric customer service design. The precursors include people, processes and technology, while the results are user experience, service trust and service advocacy. The model also emphasises the significance of the user’s journey and the user service review in the overall service design. The model developed through this study addresses the critical gap concerning the lack of service design research in customer support services. The key insights from this study contribute to the ongoing research endeavours towards transitioning customer support services from an operational unit to a strategic value-creating function. Future scholars may investigate the applicability of the empathetic user service design across cultures and industries. The new model must be customised using real-time data and analytics across user journey stages. The empathetic and user-centric design can elevate the customer service function as a significant contributor to the overall customer experience, loyalty and positive word of mouth. Practitioners can adopt the new model to provide superior customer service experiences. This original research was developed through crucial insights from interviews with senior industry professionals. This research is the original work developed through the key insights from the interview with senior industry professionals.Designing an empathetic user-centric customer support organisation: practitioners’ perspectives
Jagdish N. Sheth, Varsha Jain, Anupama Ambika
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to develop an empathetic and user-centric customer support service design model. Though service design has been a critical research focus for several decades, few studies focus on customer support services. As customer support gains importance as a source of competitive advantage in the present era, this paper aims to contribute to industry and academia by exploring the service design model.

The study adopted a theories-in-use approach to elucidate mental models based on the industry’s best practices. In-depth interviews with 62 professionals led to critical insights into customer service design development, supported by service-dominant logic and theory of mind principles.

The ensuing insights led to a model that connects the antecedents and outcomes of empathetic and user-centric customer service design. The precursors include people, processes and technology, while the results are user experience, service trust and service advocacy. The model also emphasises the significance of the user’s journey and the user service review in the overall service design.

The model developed through this study addresses the critical gap concerning the lack of service design research in customer support services. The key insights from this study contribute to the ongoing research endeavours towards transitioning customer support services from an operational unit to a strategic value-creating function. Future scholars may investigate the applicability of the empathetic user service design across cultures and industries. The new model must be customised using real-time data and analytics across user journey stages.

The empathetic and user-centric design can elevate the customer service function as a significant contributor to the overall customer experience, loyalty and positive word of mouth. Practitioners can adopt the new model to provide superior customer service experiences. This original research was developed through crucial insights from interviews with senior industry professionals.

This research is the original work developed through the key insights from the interview with senior industry professionals.

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Designing an empathetic user-centric customer support organisation: practitioners’ perspectives10.1108/EJM-05-2022-0350European Journal of Marketing2024-02-06© 2024 Emerald Publishing LimitedJagdish N. ShethVarsha JainAnupama AmbikaEuropean Journal of Marketingahead-of-printahead-of-print2024-02-0610.1108/EJM-05-2022-0350https://www.emerald.com/insight/content/doi/10.1108/EJM-05-2022-0350/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Transitioning beyond single-use plastic drinks cups: an emergent social marketing case study in Scotlandhttps://www.emerald.com/insight/content/doi/10.1108/EJM-05-2023-0395/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate whether consumers and small businesses can transition from disposable to reusable coffee cups, using a community social marketing intervention, led by a Social Purpose Organisation. An emergent case study approach using multiple sources of data developed an in-depth, multifaceted, real-world context evaluation of the intervention. The methodology draws on citizen science “messy” data collection involving multiple, fragmented sources. Moving from single-use cups to reusables requires collective commitment by retailers, consumers and policymakers, despite the many incentives and penalties applied to incentivise behaviour change. Difficult post-COVID economics, austerity and infrastructure gaps are undermining both reusable acceptance and interim solutions to our dependence upon disposables. Although the non-traditional methodology rendered gaps and omissions in the data, the citizen science was democratising and inclusive for the community. Our practical contribution evaluates a whole community intervention setting to encourage reusable cups, integrating multiple stakeholders, in a non-controllable, non-experimental environment in contrast to previous research. This paper demonstrates how small community grants can foster impactful collaborative partnerships between an SPO and researchers, facilitate knowledge-exchange beyond the initial remit and provide a catalyst for possible future impact and outcomes. To assess the impact at both the outcome and the process level of the intervention, we use Pawson and Tilley’s realist evaluation theory – the Context Mechanism Outcome framework. The methodological contribution demonstrates the process of citizen science “messy” data collection, likely to feature more frequently in future social science research addressing climate change and sustainability challenges.Transitioning beyond single-use plastic drinks cups: an emergent social marketing case study in Scotland
Marylyn Carrigan, Victoria Wells, Kerry Mackay
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to investigate whether consumers and small businesses can transition from disposable to reusable coffee cups, using a community social marketing intervention, led by a Social Purpose Organisation.

An emergent case study approach using multiple sources of data developed an in-depth, multifaceted, real-world context evaluation of the intervention. The methodology draws on citizen science “messy” data collection involving multiple, fragmented sources.

Moving from single-use cups to reusables requires collective commitment by retailers, consumers and policymakers, despite the many incentives and penalties applied to incentivise behaviour change. Difficult post-COVID economics, austerity and infrastructure gaps are undermining both reusable acceptance and interim solutions to our dependence upon disposables.

Although the non-traditional methodology rendered gaps and omissions in the data, the citizen science was democratising and inclusive for the community.

Our practical contribution evaluates a whole community intervention setting to encourage reusable cups, integrating multiple stakeholders, in a non-controllable, non-experimental environment in contrast to previous research. This paper demonstrates how small community grants can foster impactful collaborative partnerships between an SPO and researchers, facilitate knowledge-exchange beyond the initial remit and provide a catalyst for possible future impact and outcomes.

To assess the impact at both the outcome and the process level of the intervention, we use Pawson and Tilley’s realist evaluation theory – the Context Mechanism Outcome framework. The methodological contribution demonstrates the process of citizen science “messy” data collection, likely to feature more frequently in future social science research addressing climate change and sustainability challenges.

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Transitioning beyond single-use plastic drinks cups: an emergent social marketing case study in Scotland10.1108/EJM-05-2023-0395European Journal of Marketing2023-12-06© 2023 Emerald Publishing LimitedMarylyn CarriganVictoria WellsKerry MackayEuropean Journal of Marketingahead-of-printahead-of-print2023-12-0610.1108/EJM-05-2023-0395https://www.emerald.com/insight/content/doi/10.1108/EJM-05-2023-0395/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Collective impact for ocean literacy – inspiring the next generation of ocean champions using social marketinghttps://www.emerald.com/insight/content/doi/10.1108/EJM-05-2023-0414/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to describe a case between practitioners and social marketing academics to grow and scale a programme that engages with primary schools, teachers, children and the education network, inspiring students to become marine leaders and ocean champions. Over a six-year period, the authors first applied collective intelligence to work with stakeholders across society to better understand the barriers and solutions to teaching children (6–12 year olds) about the ocean in schools. Following this, a Collective Impact Assessment of the Explorers Education Programme took place to grow the impact of the programme. The Explorers Education Programme has grown its numbers higher than pre-pandemic levels. In 2022, the Explorers Education Programme had the largest number of participating children, reaching 15,237, with a growth of 21% compared to pre-pandemic levels in 2019 and 79% compared to 2021. In 2023, the programme won the “Best Education Outreach Award” category of the Education Awards in Ireland. This research stresses the importance of measuring impact. The long-term impact of the Explorers Education Programme at societal, environmental and economical levels takes a much longer time frame to measure than the six years of these research collaborations. The collaborative approach between academics and practitioners meant that this research had practical implications, whereby necessary and effective changes and learnings could be directly applied to the Explorers Education Programme in real time, as the practitioners involved were directly responsible for the management and coordination of the programme. The value of collaborations and engagement between academia and practice cannot be underestimated. The ability to collectively reflect and assess impact moves beyond “an” intervention, allowing for more meaningful behavioural, social and system changes for the collective good, inspiring the next generation of marine leaders and ocean champions.Collective impact for ocean literacy – inspiring the next generation of ocean champions using social marketing
Patricia McHugh, Cushla Dromgool-Regan, Christine T. Domegan, Noirin Burke
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to describe a case between practitioners and social marketing academics to grow and scale a programme that engages with primary schools, teachers, children and the education network, inspiring students to become marine leaders and ocean champions.

Over a six-year period, the authors first applied collective intelligence to work with stakeholders across society to better understand the barriers and solutions to teaching children (6–12 year olds) about the ocean in schools. Following this, a Collective Impact Assessment of the Explorers Education Programme took place to grow the impact of the programme.

The Explorers Education Programme has grown its numbers higher than pre-pandemic levels. In 2022, the Explorers Education Programme had the largest number of participating children, reaching 15,237, with a growth of 21% compared to pre-pandemic levels in 2019 and 79% compared to 2021. In 2023, the programme won the “Best Education Outreach Award” category of the Education Awards in Ireland.

This research stresses the importance of measuring impact. The long-term impact of the Explorers Education Programme at societal, environmental and economical levels takes a much longer time frame to measure than the six years of these research collaborations.

The collaborative approach between academics and practitioners meant that this research had practical implications, whereby necessary and effective changes and learnings could be directly applied to the Explorers Education Programme in real time, as the practitioners involved were directly responsible for the management and coordination of the programme.

The value of collaborations and engagement between academia and practice cannot be underestimated. The ability to collectively reflect and assess impact moves beyond “an” intervention, allowing for more meaningful behavioural, social and system changes for the collective good, inspiring the next generation of marine leaders and ocean champions.

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Collective impact for ocean literacy – inspiring the next generation of ocean champions using social marketing10.1108/EJM-05-2023-0414European Journal of Marketing2023-12-19© 2023 Patricia McHugh, Cushla Dromgool-Regan, Christine T. Domegan and Noirin Burke.Patricia McHughCushla Dromgool-ReganChristine T. DomeganNoirin BurkeEuropean Journal of Marketingahead-of-printahead-of-print2023-12-1910.1108/EJM-05-2023-0414https://www.emerald.com/insight/content/doi/10.1108/EJM-05-2023-0414/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Patricia McHugh, Cushla Dromgool-Regan, Christine T. Domegan and Noirin Burke.http://creativecommons.org/licences/by/4.0/legalcode
Increasing physical activity among Indonesian adolescents: a social marketing intervention reflectionhttps://www.emerald.com/insight/content/doi/10.1108/EJM-05-2023-0416/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to provide an overview of a social marketing intervention that aimed to increase physical activity (aligned to UN SDG 3) among adolescents in Bali, Indonesia. Three sequential phases were followed to deliver the social marketing intervention. Phrase 1 (formative research) gained insights that guided a subsequent social marketing intervention. Phase 2 (pilot intervention) gathered preliminary results, to support the development of the final intervention. Phase 3 (intervention) evaluated the effectiveness of the two-month social marketing intervention. The results from the intervention tested in this paper identified significant behaviour change in physical activity, demonstrating the effectiveness of the intervention. Furthermore, the paper identifies which intervention inputs contribute to behaviour change and which do not. This paper describes the outcomes from an eight-week pilot programme that aimed to increase rates of physical activity for Indonesian adolescents and provides early evidence of impact. This study found that providing adolescents with the opportunity to play team sports increases physical activity behaviour. There is a lot of ground that needs to be made in terms of designing programs capable of achieving impact in the Global South. The approach reported in this paper can serve as a best-practice model for researchers wanting to drive lasting behaviour change to overcome known inequities in the Global South.Increasing physical activity among Indonesian adolescents: a social marketing intervention reflection
David James Schmidtke, Mai Nguyen, Sharyn Rundle-Thiele
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to provide an overview of a social marketing intervention that aimed to increase physical activity (aligned to UN SDG 3) among adolescents in Bali, Indonesia.

Three sequential phases were followed to deliver the social marketing intervention. Phrase 1 (formative research) gained insights that guided a subsequent social marketing intervention. Phase 2 (pilot intervention) gathered preliminary results, to support the development of the final intervention. Phase 3 (intervention) evaluated the effectiveness of the two-month social marketing intervention.

The results from the intervention tested in this paper identified significant behaviour change in physical activity, demonstrating the effectiveness of the intervention. Furthermore, the paper identifies which intervention inputs contribute to behaviour change and which do not.

This paper describes the outcomes from an eight-week pilot programme that aimed to increase rates of physical activity for Indonesian adolescents and provides early evidence of impact.

This study found that providing adolescents with the opportunity to play team sports increases physical activity behaviour.

There is a lot of ground that needs to be made in terms of designing programs capable of achieving impact in the Global South. The approach reported in this paper can serve as a best-practice model for researchers wanting to drive lasting behaviour change to overcome known inequities in the Global South.

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Increasing physical activity among Indonesian adolescents: a social marketing intervention reflection10.1108/EJM-05-2023-0416European Journal of Marketing2024-01-23© 2024 Emerald Publishing LimitedDavid James SchmidtkeMai NguyenSharyn Rundle-ThieleEuropean Journal of Marketingahead-of-printahead-of-print2024-01-2310.1108/EJM-05-2023-0416https://www.emerald.com/insight/content/doi/10.1108/EJM-05-2023-0416/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Perfectly imperfect and muddling through for sustainable futureshttps://www.emerald.com/insight/content/doi/10.1108/EJM-05-2023-0423/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestTo combat climate change, protect biodiversity, maintain water quality, facilitate a just transition for workers and engage citizens and communities, a diversity of stakeholders across multiple levels work together and collaborate to co-create mutually beneficial solutions. This paper aims to illustrate how a 7.5-year collaboration between local communities, researchers, academics, companies, state agencies and policymakers is contributing to the reframing of industrial harvested peatlands to regenerative ecosystems and carbon sinks with impacts on ecological, economic, social and cultural systems. The European Union LIFE Integrated Project, Peatlands and People, responding to Ireland’s Climate Action Plan, represents Europe’s largest rehabilitation of industrially harvested peatlands. It makes extensive use of marketing research for reframing strategies and actions by partners, collaborators and communities in the evolving context of a just transition to a carbon-neutral future. The results highlight the ecological, economic, social and cultural reframing of peatlands from fossil fuel and waste lands to regenerative ecosystems bursting with biodiversity and climate solution opportunities. Reframing impacts requires muddling through the ebbs and flows of planned, possible and unanticipated change that can deliver benefits for peatlands and people over time. At 3 of 7.5 years into a project, the authors are muddling through how ecological reframing impacts economic and social/cultural reframing. Further impacts, planned and unplanned, can be expected. This paper shows how an impact planning canvas tool and impact taxonomy can be applied for social and systems change. The tools can be used throughout a project to understand, respond to and manage for unplanned events. There is constant learning, constantly going back to the impact planning canvas and checking where we are, what is needed. There is action and reaction to each other and to the diversity of stakeholders affected and being affected by the reframing work. This paper considers how systemic change through ecological, economic, social and cultural reframing is a perfectly imperfect process of muddling through which holds the promise of environmental, economic, technological, political, social and educational impacts to benefit nature, individuals, communities, organisations and society.Perfectly imperfect and muddling through for sustainable futures
Christine T. Domegan, Tina Flaherty, John McNamara, David Murphy, Jonathan Derham, Mark McCorry, Suzanne Nally, Maurice Eakin, Dmitry Brychkov, Rebecca Doyle, Arthur Devine , Eva Greene, Joseph McKenna, Finola OMahony, Tadgh O'Mahony
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

To combat climate change, protect biodiversity, maintain water quality, facilitate a just transition for workers and engage citizens and communities, a diversity of stakeholders across multiple levels work together and collaborate to co-create mutually beneficial solutions. This paper aims to illustrate how a 7.5-year collaboration between local communities, researchers, academics, companies, state agencies and policymakers is contributing to the reframing of industrial harvested peatlands to regenerative ecosystems and carbon sinks with impacts on ecological, economic, social and cultural systems.

The European Union LIFE Integrated Project, Peatlands and People, responding to Ireland’s Climate Action Plan, represents Europe’s largest rehabilitation of industrially harvested peatlands. It makes extensive use of marketing research for reframing strategies and actions by partners, collaborators and communities in the evolving context of a just transition to a carbon-neutral future.

The results highlight the ecological, economic, social and cultural reframing of peatlands from fossil fuel and waste lands to regenerative ecosystems bursting with biodiversity and climate solution opportunities. Reframing impacts requires muddling through the ebbs and flows of planned, possible and unanticipated change that can deliver benefits for peatlands and people over time.

At 3 of 7.5 years into a project, the authors are muddling through how ecological reframing impacts economic and social/cultural reframing. Further impacts, planned and unplanned, can be expected.

This paper shows how an impact planning canvas tool and impact taxonomy can be applied for social and systems change. The tools can be used throughout a project to understand, respond to and manage for unplanned events. There is constant learning, constantly going back to the impact planning canvas and checking where we are, what is needed. There is action and reaction to each other and to the diversity of stakeholders affected and being affected by the reframing work.

This paper considers how systemic change through ecological, economic, social and cultural reframing is a perfectly imperfect process of muddling through which holds the promise of environmental, economic, technological, political, social and educational impacts to benefit nature, individuals, communities, organisations and society.

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Perfectly imperfect and muddling through for sustainable futures10.1108/EJM-05-2023-0423European Journal of Marketing2023-12-12© 2023 Christine T. Domegan, Tina Flaherty, John McNamara, David Murphy, Jonathan Derham, Mark McCorry, Suzanne Nally, Maurice Eakin, Dmitry Brychkov, Rebecca Doyle, Arthur Devine, Eva Greene, Joseph McKenna, Finola OMahony and Tadgh O'Mahony.Christine T. DomeganTina FlahertyJohn McNamaraDavid MurphyJonathan DerhamMark McCorrySuzanne NallyMaurice EakinDmitry BrychkovRebecca DoyleArthur Devine Eva GreeneJoseph McKennaFinola OMahonyTadgh O'MahonyEuropean Journal of Marketingahead-of-printahead-of-print2023-12-1210.1108/EJM-05-2023-0423https://www.emerald.com/insight/content/doi/10.1108/EJM-05-2023-0423/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Christine T. Domegan, Tina Flaherty, John McNamara, David Murphy, Jonathan Derham, Mark McCorry, Suzanne Nally, Maurice Eakin, Dmitry Brychkov, Rebecca Doyle, Arthur Devine, Eva Greene, Joseph McKenna, Finola OMahony and Tadgh O'Mahony.http://creativecommons.org/licences/by/4.0/legalcode
A meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumptionhttps://www.emerald.com/insight/content/doi/10.1108/EJM-06-2021-0436/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature. By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis. VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status. The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed. The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses. This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.A meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumption
Charles Jebarajakirthy, Achchuthan Sivapalan, Manish Das, Haroon Iqbal Maseeh, Md Ashaduzzaman, Carolyn Strong, Deepak Sangroya
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.

VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.

The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.

The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.

This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

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A meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumption10.1108/EJM-06-2021-0436European Journal of Marketing2024-03-20© 2024 Emerald Publishing LimitedCharles JebarajakirthyAchchuthan SivapalanManish DasHaroon Iqbal MaseehMd AshaduzzamanCarolyn StrongDeepak SangroyaEuropean Journal of Marketingahead-of-printahead-of-print2024-03-2010.1108/EJM-06-2021-0436https://www.emerald.com/insight/content/doi/10.1108/EJM-06-2021-0436/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
The retail environment design (RED) scale: conceptualization and measurementhttps://www.emerald.com/insight/content/doi/10.1108/EJM-06-2022-0451/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestDesign is an important construct in the retail environment literature. Yet, the measures used for design have not followed appropriate scale development procedures. The purpose of this study is to provide a conceptual definition and then develop a scale for retail environment design (RED). Interviews with both consumers and marketing researchers are used to generate a potential list of items. Using four different studies, these items are refined, and the RED scale is offered. This study develops and validates the four-dimensional RED scale to measure the design of retail environments. The dimensions are functional, aesthetic, lighting and signage. The newly developed RED scale will allow retailing researchers to measure lighting and signage qualities as part of retail design, measure design of retail environments more accurately and allow different studies to be compared. The newly developed RED scale will allow retailers to better understand customers’ perceptions of the four dimensions of design. Retailers spend significant time and money designing and redesigning retail environments. The RED scale will enable managers to ensure these significant investments create competitive advantages and an appropriate return on investment. A scale to measure retail environment design is developed. The scale includes two dimensions (lighting and signage) that are not typically investigated.The retail environment design (RED) scale: conceptualization and measurement
Julie Steen, Brian N. Rutherford, Barry J. Babin, Joseph F. Hair, Jr.
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

Design is an important construct in the retail environment literature. Yet, the measures used for design have not followed appropriate scale development procedures. The purpose of this study is to provide a conceptual definition and then develop a scale for retail environment design (RED).

Interviews with both consumers and marketing researchers are used to generate a potential list of items. Using four different studies, these items are refined, and the RED scale is offered.

This study develops and validates the four-dimensional RED scale to measure the design of retail environments. The dimensions are functional, aesthetic, lighting and signage.

The newly developed RED scale will allow retailing researchers to measure lighting and signage qualities as part of retail design, measure design of retail environments more accurately and allow different studies to be compared.

The newly developed RED scale will allow retailers to better understand customers’ perceptions of the four dimensions of design. Retailers spend significant time and money designing and redesigning retail environments. The RED scale will enable managers to ensure these significant investments create competitive advantages and an appropriate return on investment.

A scale to measure retail environment design is developed. The scale includes two dimensions (lighting and signage) that are not typically investigated.

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The retail environment design (RED) scale: conceptualization and measurement10.1108/EJM-06-2022-0451European Journal of Marketing2024-01-26© 2024 Emerald Publishing LimitedJulie SteenBrian N. RutherfordBarry J. BabinJoseph F. Hair, Jr.European Journal of Marketingahead-of-printahead-of-print2024-01-2610.1108/EJM-06-2022-0451https://www.emerald.com/insight/content/doi/10.1108/EJM-06-2022-0451/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Application of marketing to reduce consumer food waste in restaurantshttps://www.emerald.com/insight/content/doi/10.1108/EJM-06-2023-0447/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to illustrate the application and effectiveness of a marketing programme co-designed by supply- and demand-side stakeholders to reduce consumer food waste in restaurants. This stakeholder-based marketing pilot study adopted the co-create, build and engage framework for programme design and implementation. Major stakeholders, interacting at the point-of-sale, participated in a series of focus groups, interviews and co-design. The research process informed the marketing mix, which aimed to provide value for all parties. The four-week pilot programme was delivered in a non-buffet-style commercial restaurant chain for 10 months. The amount of consumer food leftovers was measured and compared with pre-programme baseline data to evaluate programme effectiveness. The results show that the marketing mix co-designed by restaurant stakeholders and consumers effectively reduced food waste by almost half in the pilot period. The profitability of the pilot restaurant increased as food costs decreased. This research demonstrates how working with stakeholders from both the supply and demand sides can identify motivations and barriers. Insights gained in the research phase can inform the delivery of a marketing mix that reduces consumer food waste. This study demonstrates the marketing research, design, implementation and evaluation process for a marketing programme that reduced consumer food waste. To effectively reduce consumer food waste, practitioners should not only focus on changing consumers’ behaviour. Co-designing solutions with food service stakeholders to address business and operation challenges is crucial to the attainment of a positive impact at the point-of-sale. This research shows how marketing changes behaviour in individuals and business entities, contributing to positive environmental impact through waste reduction in the commercial food service sector.Application of marketing to reduce consumer food waste in restaurants
Daisy Lee, Calvin Wan, Tiffany Cheng Han Leung, Sharyn Rundle-Thiele, Gabriel Li
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to illustrate the application and effectiveness of a marketing programme co-designed by supply- and demand-side stakeholders to reduce consumer food waste in restaurants.

This stakeholder-based marketing pilot study adopted the co-create, build and engage framework for programme design and implementation. Major stakeholders, interacting at the point-of-sale, participated in a series of focus groups, interviews and co-design. The research process informed the marketing mix, which aimed to provide value for all parties. The four-week pilot programme was delivered in a non-buffet-style commercial restaurant chain for 10 months. The amount of consumer food leftovers was measured and compared with pre-programme baseline data to evaluate programme effectiveness.

The results show that the marketing mix co-designed by restaurant stakeholders and consumers effectively reduced food waste by almost half in the pilot period. The profitability of the pilot restaurant increased as food costs decreased.

This research demonstrates how working with stakeholders from both the supply and demand sides can identify motivations and barriers. Insights gained in the research phase can inform the delivery of a marketing mix that reduces consumer food waste. This study demonstrates the marketing research, design, implementation and evaluation process for a marketing programme that reduced consumer food waste.

To effectively reduce consumer food waste, practitioners should not only focus on changing consumers’ behaviour. Co-designing solutions with food service stakeholders to address business and operation challenges is crucial to the attainment of a positive impact at the point-of-sale.

This research shows how marketing changes behaviour in individuals and business entities, contributing to positive environmental impact through waste reduction in the commercial food service sector.

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Application of marketing to reduce consumer food waste in restaurants10.1108/EJM-06-2023-0447European Journal of Marketing2024-01-18© 2023 Emerald Publishing LimitedDaisy LeeCalvin WanTiffany Cheng Han LeungSharyn Rundle-ThieleGabriel LiEuropean Journal of Marketingahead-of-printahead-of-print2024-01-1810.1108/EJM-06-2023-0447https://www.emerald.com/insight/content/doi/10.1108/EJM-06-2023-0447/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The impact of communication and proximity on citizens’ sustainable disposal of e-wastehttps://www.emerald.com/insight/content/doi/10.1108/EJM-06-2023-0454/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to demonstrate how decision-makers can enhance citizens’ sustainable disposal of e-waste through bin proximity and ad hoc communication. Specifically, the authors discuss a two-year research project that took place in Northern Italy, where the authors documented the number of products disposed of sustainably in four towns. The project involved five main groups of stakeholders: i) four municipalities, ii) one social purpose organisation employing people with disabilities, (i.e. Andromeda), iii) one provider of bins (i.e. PubliCittà), iv) another social purpose organisation entity (i.e. Fondazione CRT) and v) the University of Portsmouth. After conducting three online pilot tests to confirm expectations of this study regarding how to enhance citizens’ sustainable disposal of e-waste, the authors have implemented the field pilot programme in a small municipality and successively in other three towns. Finally, the authors measured the impact of the programme on the actual recycling rate of citizens in the three target municipalities. The authors found that the positioning of drop-off bins in such a way as to reduce the distance from as many households as possible, along with the use of communication that facilitates the understanding of information related to sustainable disposal schemes, can improve the sustainable behaviour of citizens. The sustainable disposal of exhausted batteries after the intervention improved by 135% on average in the three municipalities that adopted the disposal scheme (Saluggia, San Benigno Canavese and Santhiá). The disposal rate of toners and electronics increased by 204.0% and 318.75% (San Benigno Canavese) and 138.7% and 85.4% (Santhiá), respectively. The authors believe it would be cautious to consider potential differences in terms of recycling cultures and facilities before implementing the programme in other countries. The authors’ contribution shows decision-makers how to effectively design disposal schemes to enhance citizens' sustainable behaviour. The authors demonstrate how the thoughtful and responsible use of marketing levers can affect environmental sustainability and impact social development. This paper has an actual impact on society by changing citizens’ behaviour, reducing harm to the environment and human well-being and supporting the inclusion of disadvantaged people in sustainability-oriented programmes. The structured and equitable engagement of scholars with multiple stakeholders can lead to the co-creation of societal value and knowledge and improve the well-being of multiple stakeholders. The collaboration between academics and practitioners enables the definition of effective strategies by observing the actual behaviour of individuals (i.e. citizens) and offers a direct and measurable impact on society. The involvement of social purpose organisations reinforces the shared primary aim of achieving measurable social and environmental impact.The impact of communication and proximity on citizens’ sustainable disposal of e-waste
Diletta Acuti, Linda Lemarie, Giampaolo Viglia
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study is to demonstrate how decision-makers can enhance citizens’ sustainable disposal of e-waste through bin proximity and ad hoc communication. Specifically, the authors discuss a two-year research project that took place in Northern Italy, where the authors documented the number of products disposed of sustainably in four towns.

The project involved five main groups of stakeholders: i) four municipalities, ii) one social purpose organisation employing people with disabilities, (i.e. Andromeda), iii) one provider of bins (i.e. PubliCittà), iv) another social purpose organisation entity (i.e. Fondazione CRT) and v) the University of Portsmouth. After conducting three online pilot tests to confirm expectations of this study regarding how to enhance citizens’ sustainable disposal of e-waste, the authors have implemented the field pilot programme in a small municipality and successively in other three towns. Finally, the authors measured the impact of the programme on the actual recycling rate of citizens in the three target municipalities.

The authors found that the positioning of drop-off bins in such a way as to reduce the distance from as many households as possible, along with the use of communication that facilitates the understanding of information related to sustainable disposal schemes, can improve the sustainable behaviour of citizens. The sustainable disposal of exhausted batteries after the intervention improved by 135% on average in the three municipalities that adopted the disposal scheme (Saluggia, San Benigno Canavese and Santhiá). The disposal rate of toners and electronics increased by 204.0% and 318.75% (San Benigno Canavese) and 138.7% and 85.4% (Santhiá), respectively.

The authors believe it would be cautious to consider potential differences in terms of recycling cultures and facilities before implementing the programme in other countries.

The authors’ contribution shows decision-makers how to effectively design disposal schemes to enhance citizens' sustainable behaviour. The authors demonstrate how the thoughtful and responsible use of marketing levers can affect environmental sustainability and impact social development.

This paper has an actual impact on society by changing citizens’ behaviour, reducing harm to the environment and human well-being and supporting the inclusion of disadvantaged people in sustainability-oriented programmes.

The structured and equitable engagement of scholars with multiple stakeholders can lead to the co-creation of societal value and knowledge and improve the well-being of multiple stakeholders. The collaboration between academics and practitioners enables the definition of effective strategies by observing the actual behaviour of individuals (i.e. citizens) and offers a direct and measurable impact on society. The involvement of social purpose organisations reinforces the shared primary aim of achieving measurable social and environmental impact.

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The impact of communication and proximity on citizens’ sustainable disposal of e-waste10.1108/EJM-06-2023-0454European Journal of Marketing2023-10-09© 2023 Emerald Publishing LimitedDiletta AcutiLinda LemarieGiampaolo VigliaEuropean Journal of Marketingahead-of-printahead-of-print2023-10-0910.1108/EJM-06-2023-0454https://www.emerald.com/insight/content/doi/10.1108/EJM-06-2023-0454/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Evaluating the impact of an incentive scheme to encourage pregnant people to set a quit-smoking datehttps://www.emerald.com/insight/content/doi/10.1108/EJM-06-2023-0467/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to demonstrate the evaluation of an incentive scheme to encourage pregnant people to set a quit-smoking date. The paper outlines a collaborative approach, working with pregnant people, clinicians, tobacco dependency practitioners and academics to gain insights into their perspectives and experiences. Quantitative and qualitative data were analysed. The incentive scheme and appropriate support from clinicians have been shown to encourage pregnant people to set a quit date. The tobacco dependency practitioners helped remove barriers, such as the perception of the stigmatisation of smoking when pregnant. The practitioners also helped pregnant people make informed decisions to support successful behaviour change. The impact of the scheme resulted in improved infant health indicators. The scheme’s evaluation also supported establishing stakeholder knowledge exchange and learning processes. This is a single-site study among a relatively small group of people designed to achieve a specific evaluation objective. Caution in generalising to wider settings should be exercised. This study highlights the efficacy of an incentive scheme, complemented with support from clinicians, and the significance of knowledge exchange and collaboration between stakeholders in health care with significance in similar settings. The paper details the incentive scheme input, actions, output, outcomes and impact involving a wider range of stakeholders, including the emotional consequences for participants, clinicians and academics.Evaluating the impact of an incentive scheme to encourage pregnant people to set a quit-smoking date
Seamus Allison, M. Bilal Akbar, Claire Allison, Karla Padley, Stephen Wormall
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to demonstrate the evaluation of an incentive scheme to encourage pregnant people to set a quit-smoking date.

The paper outlines a collaborative approach, working with pregnant people, clinicians, tobacco dependency practitioners and academics to gain insights into their perspectives and experiences. Quantitative and qualitative data were analysed.

The incentive scheme and appropriate support from clinicians have been shown to encourage pregnant people to set a quit date. The tobacco dependency practitioners helped remove barriers, such as the perception of the stigmatisation of smoking when pregnant. The practitioners also helped pregnant people make informed decisions to support successful behaviour change. The impact of the scheme resulted in improved infant health indicators. The scheme’s evaluation also supported establishing stakeholder knowledge exchange and learning processes.

This is a single-site study among a relatively small group of people designed to achieve a specific evaluation objective. Caution in generalising to wider settings should be exercised.

This study highlights the efficacy of an incentive scheme, complemented with support from clinicians, and the significance of knowledge exchange and collaboration between stakeholders in health care with significance in similar settings.

The paper details the incentive scheme input, actions, output, outcomes and impact involving a wider range of stakeholders, including the emotional consequences for participants, clinicians and academics.

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Evaluating the impact of an incentive scheme to encourage pregnant people to set a quit-smoking date10.1108/EJM-06-2023-0467European Journal of Marketing2024-01-15© 2023 Emerald Publishing LimitedSeamus AllisonM. Bilal AkbarClaire AllisonKarla PadleyStephen WormallEuropean Journal of Marketingahead-of-printahead-of-print2024-01-1510.1108/EJM-06-2023-0467https://www.emerald.com/insight/content/doi/10.1108/EJM-06-2023-0467/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Designing for identity: how and when brand visual aesthetics enable consumer diasporic identityhttps://www.emerald.com/insight/content/doi/10.1108/EJM-08-2022-0576/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity. This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives. This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations. Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation. The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted. While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.Designing for identity: how and when brand visual aesthetics enable consumer diasporic identity
Mark Buschgens, Bernardo Amado Figueiredo, Janneke Blijlevens
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.

This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.

This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.

Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.

The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.

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Designing for identity: how and when brand visual aesthetics enable consumer diasporic identity10.1108/EJM-08-2022-0576European Journal of Marketing2024-02-26© 2024 Emerald Publishing LimitedMark BuschgensBernardo Amado FigueiredoJanneke BlijlevensEuropean Journal of Marketingahead-of-printahead-of-print2024-02-2610.1108/EJM-08-2022-0576https://www.emerald.com/insight/content/doi/10.1108/EJM-08-2022-0576/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
How social media usage and the fear of missing out impact minimalistic consumptionhttps://www.emerald.com/insight/content/doi/10.1108/EJM-08-2022-0641/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to examine the influence of social media usage (SMU) on minimalist consumption and how the fear of missing out (FoMO) underlies this effect. Four preregistered correlational/experimental studies (n = 1,763) are used. A pilot study (n = 436) examines the correlations between SMU, FoMO and minimalism. Studies 1 (n = 409), 2 (n = 415) and 3 (n = 503) further investigate the influence of SMU on minimalist consumption intentions, including mindful purchase, forgoing free products and decluttering, and test for evidence of mediation via FoMO by measuring or manipulating FoMO. The results show that a high SMU makes consumers susceptible to FoMO, leading to impulsive purchases and careless product acquisition. However, when campaigners promote minimalism as a social media movement, they can activate FoMO, persuading consumers to practice decluttering. Future research might examine how subjective age affects FoMO and minimalist consumption tendencies. Could campaigners use young social cues to make older consumers more susceptible to FoMO appeals? Could old social cues cause younger consumers to perceive greater social responsibility and to embrace minimalist consumption? Minimalist lifestyles can promote sustainable consumption. This research provides insights into how SMU is a double-edged sword – it can cause FoMO users to disdain minimalism. However, it can promote minimalism if a minimalist campaign is strategically positioned as a social media movement using a FoMO-laden appeal. Extant consumer behavior research on minimalism has just begun to investigate the antecedents of minimalist consumption. FoMO is conceptually related to minimalism, but the relationship between FoMO and minimalist consumption has not yet been empirically tested. This research fills these gaps by examining SMU and the associated FoMO as antecedents of minimalist consumption. Empirical evidence for the impact of SMU on various minimalist consumption behaviors and the mediating role of FoMO is provided.How social media usage and the fear of missing out impact minimalistic consumption
Fang-Chi Lu, Jayati Sinha
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to examine the influence of social media usage (SMU) on minimalist consumption and how the fear of missing out (FoMO) underlies this effect.

Four preregistered correlational/experimental studies (n = 1,763) are used. A pilot study (n = 436) examines the correlations between SMU, FoMO and minimalism. Studies 1 (n = 409), 2 (n = 415) and 3 (n = 503) further investigate the influence of SMU on minimalist consumption intentions, including mindful purchase, forgoing free products and decluttering, and test for evidence of mediation via FoMO by measuring or manipulating FoMO.

The results show that a high SMU makes consumers susceptible to FoMO, leading to impulsive purchases and careless product acquisition. However, when campaigners promote minimalism as a social media movement, they can activate FoMO, persuading consumers to practice decluttering.

Future research might examine how subjective age affects FoMO and minimalist consumption tendencies. Could campaigners use young social cues to make older consumers more susceptible to FoMO appeals? Could old social cues cause younger consumers to perceive greater social responsibility and to embrace minimalist consumption?

Minimalist lifestyles can promote sustainable consumption. This research provides insights into how SMU is a double-edged sword – it can cause FoMO users to disdain minimalism. However, it can promote minimalism if a minimalist campaign is strategically positioned as a social media movement using a FoMO-laden appeal.

Extant consumer behavior research on minimalism has just begun to investigate the antecedents of minimalist consumption. FoMO is conceptually related to minimalism, but the relationship between FoMO and minimalist consumption has not yet been empirically tested. This research fills these gaps by examining SMU and the associated FoMO as antecedents of minimalist consumption. Empirical evidence for the impact of SMU on various minimalist consumption behaviors and the mediating role of FoMO is provided.

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How social media usage and the fear of missing out impact minimalistic consumption10.1108/EJM-08-2022-0641European Journal of Marketing2024-02-20© 2024 Emerald Publishing LimitedFang-Chi LuJayati SinhaEuropean Journal of Marketingahead-of-printahead-of-print2024-02-2010.1108/EJM-08-2022-0641https://www.emerald.com/insight/content/doi/10.1108/EJM-08-2022-0641/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Multichannel relational communication strategy: does one-sized strategy fit all customers?https://www.emerald.com/insight/content/doi/10.1108/EJM-10-2022-0717/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation. This study collected data from 4,934 customers of a private pension fund firm and accounted for both firm- and customer-initiated relational communication channels (RCCs) and for customer lifetime value (CLV). This study estimated a generalized linear model and then a quantile regression model was used to account for customer performance heterogeneity. This study finds that specific RCCs present different levels of association with performance for low- versus high-performance customers, where outcome customer performance is the dependent variable. For example, the relation between firm-initiated communication (FIC) and performance is stronger for low-CLV customers, whereas the relation between customer-initiated communication (CIC) and performance is increasingly stronger for high-CLV customers but not for low-CLV ones. This study also finds that combining different forms of FIC can result in a negative association with customer performance, especially for low-CLV customers. The authors tested the conceptual model in one single firm in the specific context of financial services and with cross-sectional data, so there should be caution when extrapolating this study’s findings. This study offers nuanced and precise managerial insights on recommended resource allocation along with relational communication efforts, showing how managers can benefit from adopting a differentiated-customer performance approach when designing their MRCS. This study provides an overview of the state of the art of MRCS, proposes a contingency analysis of the relationship between MRCS and performance based on customer performance heterogeneity and suggests the quantile method to perform such analysis and help reconcile past contradictory findings. This study shows how the association between RCCs and CLV varies across the conditional quantiles of the distribution of customer performance. This study also addresses a recent call for a more holistic perspective on the relationships between independent and dependent variables.Multichannel relational communication strategy: does one-sized strategy fit all customers?
Carla Ramos, Adriana Bruscato Bortoluzzo, Danny P. Claro
European Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.

This study collected data from 4,934 customers of a private pension fund firm and accounted for both firm- and customer-initiated relational communication channels (RCCs) and for customer lifetime value (CLV). This study estimated a generalized linear model and then a quantile regression model was used to account for customer performance heterogeneity.

This study finds that specific RCCs present different levels of association with performance for low- versus high-performance customers, where outcome customer performance is the dependent variable. For example, the relation between firm-initiated communication (FIC) and performance is stronger for low-CLV customers, whereas the relation between customer-initiated communication (CIC) and performance is increasingly stronger for high-CLV customers but not for low-CLV ones. This study also finds that combining different forms of FIC can result in a negative association with customer performance, especially for low-CLV customers.

The authors tested the conceptual model in one single firm in the specific context of financial services and with cross-sectional data, so there should be caution when extrapolating this study’s findings.

This study offers nuanced and precise managerial insights on recommended resource allocation along with relational communication efforts, showing how managers can benefit from adopting a differentiated-customer performance approach when designing their MRCS.

This study provides an overview of the state of the art of MRCS, proposes a contingency analysis of the relationship between MRCS and performance based on customer performance heterogeneity and suggests the quantile method to perform such analysis and help reconcile past contradictory findings. This study shows how the association between RCCs and CLV varies across the conditional quantiles of the distribution of customer performance. This study also addresses a recent call for a more holistic perspective on the relationships between independent and dependent variables.

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Multichannel relational communication strategy: does one-sized strategy fit all customers?10.1108/EJM-10-2022-0717European Journal of Marketing2024-03-13© 2024 Emerald Publishing LimitedCarla RamosAdriana Bruscato BortoluzzoDanny P. ClaroEuropean Journal of Marketingahead-of-printahead-of-print2024-03-1310.1108/EJM-10-2022-0717https://www.emerald.com/insight/content/doi/10.1108/EJM-10-2022-0717/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited