European Journal of Marketing最新文献

{"title":"Evaluating the impact of an incentive scheme to encourage pregnant people to set a quit-smoking date","authors":"Seamus Allison, M. Bilal Akbar, Claire Allison, Karla Padley, Stephen Wormall","doi":"10.1108/ejm-06-2023-0467","DOIUrl":"https://doi.org/10.1108/ejm-06-2023-0467","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to demonstrate the evaluation of an incentive scheme to encourage pregnant people to set a quit-smoking date.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>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.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"16 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139461229","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The effect of sponsored video customization on video shares: the critical moderating role of influencer and brand characteristics","authors":"Li Chen, Yiwen Chen, Yang Pan","doi":"10.1108/ejm-03-2022-0172","DOIUrl":"https://doi.org/10.1108/ejm-03-2022-0172","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"86 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139423595","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The value of psychological ownership: how buy-online-and-pick-up-in-store enhances consumer loyalty","authors":"You Li, Yaping Chang, Zhen Li, Lixiao Geng","doi":"10.1108/ejm-05-2022-0378","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0378","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Although buy-online-and-pick-up-in-store (BOPS) has been widely implemented by companies, scant attention has been paid to its effect on consumer experience and the concomitant outcomes. Using the psychological ownership theory, this study aims to examine whether and how the BOPS experience (vs online experience) can enhance consumer loyalty.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Study 1 investigated the consumer loyalty of shopping experience (self-pickup vs delivery) on actual consumer behavior through secondary data. Studies 2, 3 and 4 were controlled experiments to further investigate the mediating effect of product psychological ownership, and the moderating effects of product type and postdecision experience valence.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors found that BOPS shopping led to higher consumer loyalty (i.e. repeat purchase and repeat purchase frequency) compared with online shopping. Furthermore, the authors examined that this effect was mediated by product psychological ownership and moderated by product type and postdecision experience valence.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Theoretical speculations about how BOPS shopping affects consumer experience should be probed in future research.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Retailers with physical stores can offer in-store pickup options for their online consumers to increase their product psychological ownership and consumer loyalty. And the positive effects of the BOPS strategy relied on product type and postdecision experience valence.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research offers theoretical contributions to research on the BOPS strategy, psychological ownership theory and consumer loyalty.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"15 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139057249","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Thinking fast and slow: a revised SOR model for an empirical examination of impulse buying at a luxury fashion outlet","authors":"Dongmei Cao, Maureen Meadows, Xiao Ma","doi":"10.1108/ejm-01-2022-0046","DOIUrl":"https://doi.org/10.1108/ejm-01-2022-0046","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Despite the extensive stimulus–organism–response (SOR) literature, little attention has been paid to the role of marketing activity as a key environmental stimulus, and there is a dearth of research examining the interplay between emotions and cognition on consumer behaviour, as well as the sequential effects of emotions on cognition. To address these gaps, this study aims to develop a revised SOR model by incorporating Kahneman’s fast and slow thinking theory to investigate the impulse buying of affordable luxury fashion (ALF).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors use outlet stores at Bicester village (BV) in England as the research context for ALF shopping. Partial least squares structural equation modelling was used to analyse a survey sample of 633 consumers with a BV shopping experience.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors find that impulse buying of ALF arises from the interplay of emotional and cognitive factors, as well as a sequential and dual process involving in-store stimuli affecting on-site emotion and in-store browsing.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study reveals that brand connection has a significant and negative influence on the relationship between on-site emotion and in-store browsing, advancing the SOR paradigm and reflecting the interactive effect of human emotion and reasoning on the impulse buying of ALF items.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Insights into consumers’ impulse buying offer practical implications for luxury brand management, specifically for ALF outlet retailers and store managers.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The results suggest a robust sequential effect of on-site emotion towards in-store browsing on impulse buying, providing updated empirical support for Kahneman’s theory of System 1 and System 2 thinking.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"15 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139029805","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Salesperson motivation, compensation, training and deployment within the sales ecosystem","authors":"Matthew M. Lastner, David A. Locander, Michael Pimentel, Andrew Pueschel, Wyatt A. Schrock, George D. Deitz, Adam Rapp","doi":"10.1108/ejm-04-2023-0233","DOIUrl":"https://doi.org/10.1108/ejm-04-2023-0233","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the applicability of Hartmann <em>et al.</em>’s (2018) service ecosystem framework to the day-to-day management of the modern sales force. The authors provide a review of the framework, acknowledging its strengths, while also indicating areas for advancement. The authors conclude with recommendations to the framework and indicate opportunities where future research could advance sales theory.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A review of the theoretical underpinnings of the service ecosystem framework is weighed against the established roles and responsibilities of the modern sales force in the literature.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The ability of the framework to capture the multi-level, multi-actor and dynamic aspects of sales represents an improvement in the conceptualization of selling is critical. Suggestions around the refinement for meso-level sales interactions and a more pliant application of service dominant-logic are offered.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The suggested extensions of the framework continue the advancement of novel theorization for the field of sales. Priorities for future research include consideration of ethical implications of the framework and formulations of new management strategies reflective of the broad and dynamic properties of the ecosystem conceptualization.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This paper provides managerial guidelines and implications tied specifically to the thick and thin crossing points and how they may impact employee decision-making.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this study is the first to pointedly examine the service ecosystem framework with respect to established principles of managing a modern sales force.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"10 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139057245","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Time to imagine an escape: investigating the consumer timework at play in augmented reality","authors":"Chloe Preece, Alexandros Skandalis","doi":"10.1108/ejm-09-2021-0695","DOIUrl":"https://doi.org/10.1108/ejm-09-2021-0695","url":null,"abstract":"\u0000Purpose\u0000While the spatial dimensions of augmented reality (AR) have received significant attention in the marketing literature, to date, there has been less consideration of its temporal dimensions. This paper aims to theorise digital timework through AR to understand a new form of consumption experience that offers short-lived, immersive forms of mundane, marketer-led escape from everyday life.\u0000\u0000\u0000Design/methodology/approach\u0000The authors draw upon Casey’s phenomenological work to explore the emergence of new dynamics of temporalisation through digitised play. An illustrative case study using AR shows how consumers use this temporalisation to find stability and comfort through projecting backwards (remembering) and forwards (imagining) in their lives.\u0000\u0000\u0000Findings\u0000The proliferation of novel digital technologies and platforms has radically transformed consumption experiences as the boundaries between the physical and the virtual, fantasy and reality and play and work have become increasingly blurred. The findings show how temporary escape is carved out within digital space and time, where controlled imaginings provide consumers with an illusion of control over their lives as they re-establish cohesion in a ruptured sense of time.\u0000\u0000\u0000Research limitations/implications\u0000The authors consider the more critical implications of the offloading capacity of AR, which they show does not prevent cognitive processes such as imagination and remembering but rather puts limits on them. The authors show that these more short-lived, everyday types of digitised escape do not allow for an escape from the structures of everyday life within the market, as much of the previous literature suggests.\u0000\u0000\u0000Practical implications\u0000The authors argue that corporations need to reflect upon the potential threats of immersive technologies such as AR in harming consumer escapism and take these into serious consideration as part of their strategic experiential design strategies to avoid leading to detrimental effects upon consumer well-being. More nuanced conceptualisations are required to unpack the antecedents of limiting people’s imagination and potentially limiting the fully fledged escape that consumers might desire.\u0000\u0000\u0000Originality/value\u0000Prior work has conceptualised AR as offloading the need for imagination by making the absent present. The authors critically unpack the implications of this for a more fluid understanding of the temporal logics and limits of consumer escapism.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"45 4","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138943547","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Beyond purchase intention in sports sponsorship: an alternative approach to measuring brand equity using best-worst scaling","authors":"Khaled Hamad Almaiman, Lawrence Ang, Hume Winzar","doi":"10.1108/ejm-07-2021-0481","DOIUrl":"https://doi.org/10.1108/ejm-07-2021-0481","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>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.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"70 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138824718","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Social media and nonprofit fundraising: the influence of Facebook likes","authors":"Ernan E. Haruvy, Peter T.L. Popkowski Leszczyc","doi":"10.1108/ejm-05-2022-0364","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0364","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to demonstrate that Facebook likes affect outcomes in nonprofit settings. Specifically, Facebook likes influence affinity to nonprofits, which, in turn, affects fundraising outcomes.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors report three studies that establish that relationship. To examine social contagion, Study 1 – an auction field study – relies on selling artwork created by underprivileged youth. To isolate signaling, Study 2 manipulates the number of total Facebook likes on a page. To isolate commitment escalation, Study 3 manipulates whether a participant clicks a Facebook like.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that Facebook likes increase willingness to contribute in nonprofit settings and that the process goes through affinity, as well as through Facebook impressions and bidding intensity. The total number of Facebook likes has a direct signaling effect and an indirect social contagion effect.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The effectiveness of the proposed mechanisms is limited to nonprofit settings and only applies to short-term effects.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Facebook likes serve as both a quality signal and a commitment mechanism. The magnitude of commitment escalation is larger, and the relationship is moderated by familiarity with the organization. Managers should target Facebook likes at those less familiar with the organization and should prioritize getting a potential donor to leave a like as a step leading to donation, in essence mapping a donor journey from prospective to active, where Facebook likes play an essential role in the journey. In a charity auction setting, the donor journey involves an additional step of bidder intensity.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>The approach the authors study is shown effective in nonprofit settings but does not appear to extend to corporate social responsibility more broadly.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this study is the first investigation to map Facebook likes to a seller’s journey through signals and commitment, as well as the only investigation to map Facebook likes to charity auctions and show the effectiveness of this in the field.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"116 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138716538","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"COVID-19 and the decline of active social media engagement","authors":"Maxwell Poole, Ethan Pancer, Matthew Philp, Theodore J. Noseworthy","doi":"10.1108/ejm-12-2022-0927","DOIUrl":"https://doi.org/10.1108/ejm-12-2022-0927","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The COVID-19 pandemic triggered an increase in online traffic, with many assuming that this technology would facilitate coping through active social connections. This study aims to interrogate the nature of this traffic-engagement relationship by distinguishing between passive (e.g. browsing) and active (e.g. reacting, commenting and sharing) engagement, and examining behavioral shifts across platforms.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three field studies assessed changes in social media engagement during the COVID-19 pandemic. These studies included social media engagement with the most followed accounts (Twitter), discussion board commenting (Reddit) and news content sharing (Facebook).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Even though people spent more time online during the pandemic, the current research finds people were actively engaging less. Users were reacting less to popular social media accounts, commenting less on discussion boards and even sharing less news content.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>While the current work provides a systematic observation of engagement during a global crisis, it does not claim causality based on its correlational nature. Future research should test potential mechanisms (e.g. anxiety, threat and privacy) to draw causal inference and identify possible interventions.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The pandemic shed light on a complex systemic issue: the misunderstanding and oversimplification of how online platforms facilitate social cohesion. It encourages thoughtful consideration of online social dynamics, emphasizing that not all engagement is equal and that the benefits of connection may not always be realized as expected.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research provides a postmortem on the traffic-engagement relationship, highlighting that increased online presence does not necessarily translate to active social connection, which might help explain the rise in mental health issues that emerged from the pandemic.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"141 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138743208","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Collective impact for ocean literacy – inspiring the next generation of ocean champions using social marketing","authors":"Patricia McHugh, Cushla Dromgool-Regan, Christine T. Domegan, Noirin Burke","doi":"10.1108/ejm-05-2023-0414","DOIUrl":"https://doi.org/10.1108/ejm-05-2023-0414","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>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.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"40 36 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138679757","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}