European Journal of Marketing最新文献

{"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}

{"title":"Should luxury brands display their logos prominently? Implications for brand authenticity, coolness and behavioral intentions","authors":"Paurav Shukla, N. M. Cakici, Dina Khalifa","doi":"10.1108/ejm-01-2022-0038","DOIUrl":"https://doi.org/10.1108/ejm-01-2022-0038","url":null,"abstract":"Purpose Extant research captures the signaling and attitudinal effects of luxury brand prominence strategy; however, little is known about the underlying mechanisms that drive this effect. This study aims to uncover brand authenticity and brand coolness as parallel mediators driving the effects of brand prominence on luxury purchase intentions and explores the moderating role of consumers’ self-brand connection. Design/methodology/approach The research consisted of three experiments. Study 1 (n = 121) explored the direct effects of brand prominence among Chinese consumers. Using a sample of Turkish consumers (n = 115), Study 2, measured the mediation effects of brand authenticity and brand coolness. Study 3 (n = 211) examined how self-brand connection moderated the mediation effects among British customers. Findings A luxury brand prominence strategy leads to negative perceptions of coolness and authenticity and, in turn, reduces purchase intentions. The negative effect of brand prominence is even more pronounced among consumers with high self-brand connection. Research limitations/implications The study elaborates on how brand prominence informs consumers’ perceptions of authenticity and coolness. In examining the role of self-brand connection, the study reveals a theoretically and managerially relevant boundary condition of this focal effect. Practical implications The research highlights how luxury brands can use differing brand prominence strategies. This research informs brand managers on how to enhance brand authenticity and coolness while managing self-brand connection. Originality/value The study extends the luxury branding literature by explaining the brand prominence effect through the parallel mediators of brand authenticity and brand coolness. In contrast to extant research, the findings show that the negative effect of brand prominence is particularly strong among consumers with high self-brand connection.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"56 ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139175900","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":"Selling hope versus hate: the impact of partisan social media messaging on social distancing during the COVID-19 pandemic","authors":"Rahul Govind, Nitika Garg, Lemuria Carter","doi":"10.1108/ejm-12-2022-0911","DOIUrl":"https://doi.org/10.1108/ejm-12-2022-0911","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the role of hope and hate in political leaders’ messages in influencing liberals versus conservatives’ social-distancing behavior during the COVID-19 pandemic. Given the increasing political partisanship across the world today, using the appropriate message framing has important implications for social and public policy.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors use two Natural Language Processing (NLP) methods – a pretrained package (HateSonar) and a classifier built to implement our supervised neural network-based model architecture using RoBERTa – to analyze 61,466 tweets by each US state’s governor and two senators with the goal of examining the association between message factors invoking hate and hope and increased or decreased social distancing from March to May 2020. The authors examine individuals’ social-distancing behaviors (the amount of nonessential driving undertaken) using data from 3,047 US counties between March 13 and May 31, 2020, as reported by Google COVID-19 Community Mobility Reports and the <em>New York Times</em> repository of COVID-19 data.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that for conservative state leaders, the use of hate increases nonessential driving of state residents. However, when these leaders use hope in their speech, nonessential driving of state residents decreases. For liberal state leaders, the use of hate displays a directionally different result as compared to their conservative counterparts.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Amid the emergence of new analytic techniques and novel data sources, the findings demonstrate that the use of global positioning systems data and social media analysis can provide valuable and precise insights into individual behavior. They also contribute to the literature on political ideology and emotion by demonstrating the use of specific emotion appeals in targeting specific consumer segments based on their political ideology.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings have significant implications for policymakers and public health officials regarding the importance of considering partisanship when developing and implementing public health policies. As partisanship continues to increase, applying the appropriate emotion appeal in messages will become increasingly crucial. The findings can help marketers and policymakers develop more effective social marketing campaigns by tailoring specific appeals given the political identity of the consumer.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Using Neural NLP methods, this study identifies the specific factors linking social media messaging from political leaders and increased compliance with health directives in a partisan population.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"26 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138578976","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":"“Converging on a new theoretical foundation for selling” five years later: emerging priorities, new applications, & directions for ongoing research","authors":"Christopher R. Plouffe, Nathaniel Hartmann, Bryan W. Hochstein","doi":"10.1108/ejm-10-2023-0799","DOIUrl":"https://doi.org/10.1108/ejm-10-2023-0799","url":null,"abstract":"&lt;h3&gt;Purpose&lt;/h3&gt;\u0000&lt;p&gt;Not that long ago, half of all sales research was demonstrably if not unequivocally “atheoretical” (Williams and Plouffe, 2007). The foundational argument of this paper is that stronger theoretical development and application of theory in sales research is critical for the sales field to retain its relevancy. The purpose of this paper is to underscore that deliberate and cogent application of HWV (2018) is scant in the recent sales literature (over five years after publication in Journal of Marketing) for one or both of two reasons: scholars either do not understand the paper and/or are fearful of (mis)applying it.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;\u0000&lt;p&gt;More than simply introducing the articles to this special issue of the &lt;em&gt;European Journal of Marketing&lt;/em&gt; (&lt;em&gt;EJM&lt;/em&gt;), this paper also makes a number of important, overdue contributions. Although Hartmann, Wieland and Vargo’s &lt;em&gt;JM&lt;/em&gt; (HWV, 2018) theoretical and conceptual paper has been well-received by the sales community, it has seen limited meaningful integration or application in sales research since its publication. This paper thus clarifies key misunderstandings and misperceptions with HWV (2018) so that sales researchers can more impactfully apply it to future sales research.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Findings&lt;/h3&gt;\u0000&lt;p&gt;This paper identifies and then explains key aspects of service-dominant logic (S-D logic) and commonly misapplied and/or misunderstood aspects of HWV (2018) to guide future sales research. Ultimately, the overarching goal of this special issue of &lt;em&gt;EJM&lt;/em&gt; is to focus a “spotlight” on sales theory development, while simultaneously demonstrating – through the five articles the special issue reports – that with purposeful effort, rich theoretical insights can effectively be applied to both “classic” and more current and emergent sales research topics.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Research limitations/implications&lt;/h3&gt;\u0000&lt;p&gt;Because HWV (2018) draw heavily upon S-D logic, it follows that some aspects of their article have been misinterpreted or misapplied by sales scholars. In particular, the critical concept of “crossing points” (both of the “thick” and “thin” variety) are explicated and detailed further, so as to afford sales researchers with better knowledge and insight on how to apply these key tools within HWV (2018).&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Practical implications&lt;/h3&gt;\u0000&lt;p&gt;The practical implications of this paper primarily revolve around further educating and clarifying for sales researchers “how” to better apply HWV (2018) to sales research, rather than simply citing it in passing. The paper also concludes by providing a summary and introduction to each of the five &lt;em&gt;EJM&lt;/em&gt; special issue articles.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Originality/value&lt;/h3&gt;\u0000&lt;p&gt;The originality and value of this paper and this special issue of the &lt;em&gt;EJM&lt;/em&gt; is twofold. First, both this paper and the entire speci","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"19 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138561242","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":"Perfectly imperfect and muddling through for sustainable futures","authors":"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","doi":"10.1108/ejm-05-2023-0423","DOIUrl":"https://doi.org/10.1108/ejm-05-2023-0423","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>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.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"76 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138561727","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":"Interactive effects of organizational resources on sustainable product design practices: a resource orchestration perspective","authors":"Babu John-Mariadoss, Nadia Pomirleanu, Pavan R. Chennamaneni, Rajani Ganesh Pillai, Suhaiza Zailani","doi":"10.1108/ejm-04-2022-0253","DOIUrl":"https://doi.org/10.1108/ejm-04-2022-0253","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to investigate the interactive effects of a firm’s strategic sustainability orientation (SSO) and customer relationship capital (CRC) on sustainable product design practices (SPDP).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors examine the interactive effects of two firm resources, namely, SSO and CRC, as they relate to SPDP, using survey data from 132 manufacturers in Malaysia.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings show that the effect of SSO on SPDP is stronger when CRC is low, than otherwise. The authors also find that the interactive effects of the firm-level resources stated above are stronger when customer pressures (CPs) are higher than when they are low.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The authors contribute to the literature by studying the effects of firm-level strategic resources and their interactions as they relate to SPDP. An important limitation of this research is the usage of single-source data and single-period data.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Managerially, this research provides new insights into how organizations should respond to CPs while understanding the counterintuitive but disabling effects of customer relationship assets.</p><!--/ Abstract__block -->\u0000<h3>Social implications</h3>\u0000<p>The findings are important to society because most of the environmental impact arising from the production, consumption and disposal of products is a direct consequence of decisions made at the product design stage and an unintended consequence of the marketing decision-making processes that underlie marketing strategy formulation that fails to recognize ecosystems impact as a standard decision influence.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this research is the first to study the effects of firm-level strategic resources and their interactions as they relate to SPDP.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"38 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138561510","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":"Coincidental brand origins influence persuasion based on need for cognition","authors":"Yimin Cheng, Davide Christian Orazi","doi":"10.1108/ejm-09-2022-0681","DOIUrl":"https://doi.org/10.1108/ejm-09-2022-0681","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Many brands claim they were born by coincidence, yet the effects and contingencies of this communication strategy are little understood by extant marketing research on unexpected events. This study aims to investigate how consumers react to brand communications portraying a coincidental vs planned origin.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This research presents five experimental studies embedding coincidental brand origins into different types of marketing communications (i.e. crowdfunding campaigns, visual ads and brand biographies).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This research finds that coincidental brand origins increase persuasion (measured as money pledged to a crowdfunding campaign, overall brand equity and purchase intention) but only for consumers high in need for cognition (NFC). This effect is mediated by processing enjoyment, as the intrinsic need for thinking that characterizes high NFC consumers is satisfied by the opportunity to process the coincidence. Further to process, the authors show that explicitly providing an explanation for the coincidence makes the effect disappear, as this deprives high-NFC consumers of the opportunity to autonomously engage in and enjoy the cognitive process.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Brand managers able to leverage coincidences in their storytelling efforts should target high-NFC consumers and should not provide an explanation for the coincidences.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research advances the limited literature on how consumers react to coincidences in a marketing context, the understanding of how brand communication strategies persuade consumers through information processing and the NFC literature.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"153 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138545214","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":"Communicating about sustainability in fashion: a construal level theory approach","authors":"Zoe Lee, Sianne Gordon-Wilson, Iain Davies, Cara Pring","doi":"10.1108/ejm-09-2021-0701","DOIUrl":"https://doi.org/10.1108/ejm-09-2021-0701","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Communication about sustainability in fashion is complex. While fashion businesses have increasingly sought to manage their sustainability practices, their understanding of how to communicate about sustainability persuasively remains limited. The authors argue that a key problem with a firm’s efforts in communicating about sustainability is that it is a psychologically distant issue for both businesses and stakeholders. This paper aims to apply construal level theory to explore managers’ construal level in shaping communication about sustainability.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The paper used a two-phase qualitative methodology. Phase one involved undertaking interviews with ten managers in fashion firms to address communications about sustainability in the UK. In phase two, 16 consumers interpreted and reflected on the persuasiveness of communications about sustainability encompassing both concrete and abstract forms of messaging.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors identify the factors driving different approaches to communication (concrete and abstract) depending on the construal levels of managers, managers’ perceptions of the construal level of target stakeholders and the perceived authenticity of the sustainability claim. The paper highlights the conditions under which the (mis)match with the brands’ sustainable practices works in crafting communication. The authors also highlight three main communication strategies in responding to the complexity of sustainability in fashion ecosystems: amplification, quiet activist and populist coupling.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>As an in-depth qualitative study, the authors seek to expose an under-researched phenomenon, yet generalisations both within the fashion industry and beyond are limited by this focus.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Fashion managers need to be flexible and evaluate how their communications about sustainability affect stakeholders’ evaluations of their brands. As sustainability in fashion brands grows, concrete and specific sustainability messaging may be necessary to improve sustainable behaviours.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The prevailing literature encourages symbiosis between sustainability practices and communications; such relationships are rare, and studies outside the consumer perspective are also rare. To the best of the authors’ knowledge, this exploratory study is the first to understand how managers’ construal level influences decisions around communications about sustainability in fashion and how these messages are perceived by consumers.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"83 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138545172","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}