{"title":"Promoting dietary self-efficacy through social support: An application to online weight-loss communities","authors":"Steffie Gallin, Laurie Balbo, Marie‐Christine Lichtlé","doi":"10.1177/20515707231207708","DOIUrl":"https://doi.org/10.1177/20515707231207708","url":null,"abstract":"An increase in the number of individuals trying to lose weight has enabled the development of online weight-loss support communities (Weight Watchers, Dukan, etc.). This research aims to study whether and how social support in these communities affects dietary self-efficacy to improve individuals’ food well-being. After an initial qualitative study with 25 community users, we formulated hypotheses and tested them in a quantitative study involving 335 users. The results show that social support contributes to dietary self-efficacy through two sequential mediators: identification with community members and motivation to comply with group norms. Our analyses also show that nutritional knowledge moderates the relationship between motivation to comply and dietary self-efficacy. The results of these two studies enrich the literature on online communities and allow us to suggest managerial recommendations for administrators of these communities and health professionals.","PeriodicalId":509922,"journal":{"name":"Recherche et Applications en Marketing (English Edition)","volume":"25 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139182697","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Variety and variation in lived worlds: Defining and exploring a new marketing research agenda based on an ethnography of complementary and alternative medicine consumption","authors":"P. Robert-Demontrond","doi":"10.1177/20515707231209130","DOIUrl":"https://doi.org/10.1177/20515707231209130","url":null,"abstract":"The ontological turn in anthropology renews the questioning of otherness by being attentive to the diversity of conceptions of the world and phenomenological relations to the world. Descola’s model has become an essential part of this theoretical movement. It distinguishes three ontologies other than the one currently dominant in the West. While he admits the possibility of their expression in the ordinary lives of Westerners, it is only in a fleeting mode. Drawing on the model of cognitive polyphasia, extended here to ontologies, and using alternative and complementary medicine as its ethnographic terrain, this research shows that these other ontologies can profoundly organize experiences. Consumers can inhabit worlds other than the dominant one. They may inhabit several worlds (e.g. animist and naturalist) hybridizing them or not. They may draw highly variable boundaries between humans and nonhumans (both interpersonal and intrapersonal). Various theoretical and operational implications for marketing are outlined.","PeriodicalId":509922,"journal":{"name":"Recherche et Applications en Marketing (English Edition)","volume":"70 ","pages":"35 - 64"},"PeriodicalIF":0.0,"publicationDate":"2023-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139247166","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}