JournalTOCs

International Review on Public and Nonprofit Marketing
Journal Prestige (SJR): 0.191

Citation Impact (citeScore): 1
Number of Followers: 3

Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1865-1992 - ISSN (Online) 1865-1984
Published by Springer-Verlag

[2469 journals]

The determinants of supporting crowdfunding sites: Understanding internal
and external factors from public relations’ perspectives
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  Abstract: Abstract This study examines the internal and external factors affecting behavioral intention of online donation and word-of-mouth via crowdfunding sites. The conflicting findings from the literature provided rationales and several key variables for this study. To investigate the key variables, the authors conducted an online survey. The result confirmed that social identification, involvement, credibility of platforms, and attitudes toward online donation positively predict intention to donate online. In addition, social identification, involvement, and crowdfunding site features had predictive power on the intention of word-of-mouth. Theoretical and practical implications for public relations and communication practitioners are provided in the discussion.
  PubDate: 2022-05-16
Using norm activation theory to understand intentions for collaborative
consumption
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  Abstract: Abstract The paper aims to investigate the impact of motivators and hinderers of collaborative consumption on intentions to use carpooling applications through using Norm Activation Theory. The motivators and hinderers are economic benefits, trust, environmental consciousness, Internet capability. It is a conclusive descriptive research. To verify the research model, a survey was conducted gathering results from 300 respondents within the millennials generation in Egypt. Results revealed that trust, economic benefits, personal norms and environmental consciousness significantly impact intentions to use carpooling applications, unlike Internet capability, awareness of consequences and ascription of responsibility. Full mediation effect of personal norms on the relationship between awareness of consequences, ascription of responsibility and intentions to use carpooling applications was found. The present study extends the Norm Activation Theory to include five predictors of collaborative consumption in an emerging market. It provides insights about the role of personal norms accompanied with the predictors of carpooling applications.
  PubDate: 2022-04-27
Examining the impact of mindsets on donation intentions to homelessness
charities via parallel serial mediation
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  Abstract: Abstract This research investigates the impact of peoples’ chronic personality mindsets on charitable giving behaviors (donation intentions) and the process by which it occurs. We expand upon the literature by examining the relationship between mindsets and charitable giving for a social cause (homelessness), the controllability of which may be ambiguous to potential donors. In addition, we show how mindsets influence donation intentions via multiple mediation pathways, which consist of a combination of cognitive and affective mediators. Across two studies that surveyed 791 individuals age 24 + living in the U.S.A. via online questionnaires, we find that a more fixed (vs. growth) personality mindset is significantly associated with lower donation intentions to homelessness charities. A parallel serial mediation model reveals this relationship is mediated by perceived controllability and perceived donation efficacy on one pathway, and attribution and both positive (sympathy) and negative (blame) affect on the other pathways. The results have practical implications for nonprofits and raise awareness of the need to understand the mindsets of potential donors as they devise marketing strategies, programs, and messages. The findings also suggest that nonprofits should consider donors’ perceived controllability of the cause, perceived donation efficacy, and emotions felt towards those in need.
  PubDate: 2022-04-20
The influence of cause-related marketing campaign structural elements on
consumers’ cognitive and affective attitudes and purchase intention
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  Abstract: Abstract This study explored middle- to high income consumers’ awareness and opinions of cause-related marketing and the influences of selected campaign structural elements on consumers’ responses. The study was conducted using qualitative focus groups and a quantitative 2 × 2 × 2 × 2 factorial experiment. A communications approach was adopted to investigate consumer responses to the cause-related marketing communicated campaign itself with education as the beneficiary. The qualitative research revealed that South African consumers are positively disposed toward cause-related marketing in an educational context and that they prefer positive, prosocial campaign messaging. The experiment confirmed that campaign structural elements exert significant independent and interactive influences on consumer intentions, attitudes, and perceptions. A low-involvement product, a specific donation recipient, and a high magnitude actual amount donation were found to have the most significant impact on consumer responses.
  PubDate: 2022-04-07
Motives for attending cardiovascular health promotion events: An
explorative analysis of the austrian “Heart Health Day”
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  Abstract: Abstract Cardiovascular disease is the leading cause of mortality. In Austria, the disease is responsible for nearly 36% of the total deaths in 2020. Continuous cardiovascular health promotion and disease prevention become increasingly important. Events might offer an effective way to foster such cardiovascular health promotion towards the entire family. However, this form of health promotion, including the motivation to participate in such health events, has not yet been the focus of literature. This study aims to provide first explorative insights into the attendance motivation of participants of cardiovascular health promotion events. Numerous authors state that the motivation to attend events is influenced by the demographic characteristics of the visitors. Therefore, the potential impact of attendees’ demographic characteristics is explicitly included in the methodological design of this study. A survey was distributed at the Austrian ‘Heart Health Day’ and completed by 117 attendees. Results reveal that for health promotion events the dimensions of topic and individual interest in the issue of heart health were the key motivations to attend the event. Social aspects were less important for this specific health event. The study confirmed a relation between the demographic factors age and marital status towards the motivational dimensions to attend the health promotion event. By providing first explorative empirical evidence on attendance motivation in a health care setting, this study contributes to a more profound understanding of cardiovascular health promotion. Findings may help managers of healthcare events to better understand attendance motivation and more strategically plan and manage this kind of events.
  PubDate: 2022-03-10
  DOI: 10.1007/s12208-022-00335-5
The role of communication in consumer behavior in social and nonprofit
marketing: the case of psp in Portugal
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  Abstract: Abstract The present study aims at establishing a relationship between communication strategies and consumer behavior in social and nonprofit specific contexts of marketing (e.g. Public Security Police (PSP) in Portugal). The actions of raising awareness among the schools about the themes of “animal mistreatment” and "preventing dating violence" among the young are examples of interpersonal communication established with the population and materializing along with social networking policing. Based on a qualitative approach, it also aims at analyzing the good digital marketing and communication practices in social networks. Two in-depth interviews (police subcommittee and marketing coordinator) and a focus group (11 residents / participants) were conducted. The results show that the digital communication strategy can be advantageous to bring police forces closer to the local community and, therefore, promote a sense of belonging and commitment for the benefit of global well-being.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00294-3
Analysis of the personal factors of the volunteers as mediators between
the satisfaction and the permanence in employee volunteering
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  Abstract: Abstract Numerous studies have shown that there is a relationship between volunteers’ satisfaction and their permanence in volunteer activities over time. However, there is less knowledge about whether this relationship is mediated by personal factors of the volunteers. This document analyzes the potential mediating role of nine of these factors: gender, age, marital status, childbearing, educational level, adherence to a religion, position within the company, year in which they began to participate, and participation in other volunteer activities outside the company framework. The information provided by a non-probabilistic sample of 184 volunteers that participate in corporate volunteering activities implemented by 13 companies in Uruguay is considered. A structured questionnaire was used, which included 25 indicators on satisfaction and a general indicator on permanence. It was found that, with the exception of adherence to a religion, all the other factors considered mediate, to a greater or lesser extent, in the relationship between satisfaction and permanence. This relationship is stronger among men, youngsters, single people, less educated people, people with children, those who have a lower hierarchical position in the company, those who have participated in CV for less time, and those who carry out other volunteer activities outside the company. These results contribute to the theoretical discussion on the relationship between satisfaction and permanence in employee volunteering, while contributing to improve the management of this type of volunteering, since they constitute useful information for the design of segmented strategies for recruitment and retention of volunteers.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00299-y
Organizational commitment and professionalism to determine public
satisfaction through good governance, public service quality, and public
empowerment
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  Abstract: Abstract This study aims to investigate factors related to the State Civil Apparatus that influence Public Empowerment and Public Satisfaction in Central Kalimantan Province. The variables involved in this study are Organizational Commitment, Entrepreneurship, Professionalism, Good Governance, Public Service Quality, Public Empowerment, and Public Satisfaction. This research was conducted in the Organizational Structure of the Regional Apparatus that provides direct services to the public in the area of Central Kalimantan Province, as many as 14 districts and cities. The sample unit used was The Regional Organizational Structure (ROS) as much 430. Samples were taken by purposive sampling technique. The results of this study indicate that organizational commitment, entrepreneurship and professionalism are the driving factors for good governance and public service quality. Central Kalimantan provincial government should pay attention to the organizational commitment, entrepreneurship and professionalism of the state civil apparatus to improve good governance, public service quality, public empowerment and public satisfaction. The novelty of this research is involving the behavior of the State Civil Apparatus (organizational commitment, entrepreneurship and profesionalism) to drive Public Empowerment and Public Satisfaction. Besides that, this study implicates Good Governance and Public Quality Service as mediation.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00297-0
Role of motivation in the return of blood donors: mediating roles of the
socio-cognitive variables of the theory of planned behavior
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  Abstract: Abstract The starting point of this study is based on a ground observation in Tunisia: The unsustainable blood donations and the shortage of clinical blood in some periods of the year (i.e. holidays; covid-19). This observation is also avowed in over the world. The present study extends the theory of planned behavior (TPB) by incorporating relevant variables from Self-determination Theory (SDT). The latter suggests that individuals persist with a behavior when they are internally motivated than externally motivated. Online survey was administrated to assess TPB constructs (attitudes, social norms, perceived behavioral control (PBC), personal moral) and two of SDT factors (autonomous and controlled). 321 donors responded to the questionnaire. Results revealed that effects of autonomous and controlled motivation on behavioral intention were mediated by attitude, PBC as well as moral norms. This paper proposes practical recommendations to social marketing designers to better retain blood donors.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00295-2
Customer-perceived service wellbeing in a transformative framework:
Research propositions in the area of health services
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  Abstract: Abstract Customer-perceived service wellbeing (CPSW) refers to a positive response resulting from the experiential, relational, processual, and interactive character of a service or service situation that contributes to individual customer wellbeing and broader societal wellbeing. This paper aims to offer a conceptual model of the relationships between the wellbeing-focused dimensions of a firm’s activities and CPSW. Building on scholarly insights from the marketing logic and transformative service research (TSR) literature, the paper develops a series of research propositions to articulate the relationships in the conceptual framework. On the basis of the literature review, five wellbeing-focused dimensions of a firm’s activities have been identified as antecedents to CPSW and five customer factors have been identified as potential moderators of the relationship between the wellbeing-focused dimensions and CPSW. This paper reveals arguments in the existing literature to promote a deeper understanding of the impact of the firm’s wellbeing-focused activities on CPSW in light of moderating effects of customers’ psychological and behavioral characteristics. The managerial implication resulting from the framework and the propositions presented here is that managers and service providers need to identify and understand both the wellbeing-focused dimensions of their business and the psychological and behavioral characteristics of their customers; in healthcare services, specifically, both are necessary in order to improve CPSW. This paper highlights a new perspective to better understand the mechanisms of transformative service design that firms should pursue to influence CPSW. This paper offers a theoretical framework depicting how CPSW is generated through the effective unification of the roles of businesses and customers in the context of healthcare services and provides researchers with a new outlook for the development of a multidisciplinary societal wellbeing model.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00302-6
Political leadership, a quasi-experimental study of Peruvian voters’
emotional reaction and visual attention to political humor
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  Abstract: Abstract Political humor is a wise communicative strategy for politicians to use. However, previous research has not linked politicians’ use of political humor with voter’s emotional reaction and visual attention. Two experiments were conducted using facial expression analysis and eye-tracking technology to record the emotional reaction and visual attention of participants while watching one of the two presidential debates broadcast during the second round of the 2016 presidential election campaign in Peru. Results showed that voters’ educational level, candidates’ facial expressions while expressing the political humor, the type of camera shot displayed and the debate’s audience laughs influence voter’s positive emotional reaction and visual attention to instances of political humor.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00293-4
Message framing, non-conscious perception and effectiveness in non-profit
advertising. Contribution by neuromarketing research
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  Abstract: Abstract Advertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to increase the effectiveness whilst having the possibility to verify the results by measuring the benefits in terms of calls from contributors. The purpose of this research is to empirically prove the impact in calls thanks to changes in the message framing strategy in non-profit advertising suggested and measured by neuromarketing techniques. Particularly we measured the cerebral activity through an electroencephalogram to obtain an Approach-Withdrawal Index (AW); the heart rate and galvanic skin response through different sensors in the palm of one hand, to obtain an Emotional Index (EI), and finally, eye fixations through an eye tracker device to obtain the visual attention on key visual areas of the ads. After these indicators’ recordings on a sample of subjects, some suggestions to modify the advertising were made to create a more effective campaign. The results compared, those elicited by the first version of the spot (LVE) and those by the second version (HVE), confirmed that (1) the number of sellable and legacy calls increased with the message framing strategy modified in the second spot (HVE), (2) a lower cognitive and emotional reactions have been obtained in the final section of HVE, (3) the visual attention on the key information of the phone number to call, in the final call to action frames(CTA), was higher in HVE than in the first version of the spot (LVE), (4) the cognitive approach increased during the same CTA frames in HVE.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00289-0
Competitive marketing strategies of churches in Ghana: a theoretical
development
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  Abstract: Abstract The age-long controversy on the application of marketing in religious and church organisations has made some strides after almost a decade ago when Bruce Wrenn wrote: “religious marketing is different”. However, this has focused on the application of marketing mix tactics without a clear understanding of the competitive marketing strategies underpinning them. This study, thus, set out to explore and develop a theoretical understanding of the competitive marketing strategies adopted by churches in Ghana. This study used a focus group study consisting of active church members from the different denominational groups in Ghana who have relevant knowledge in marketing and the marketing tactics used by their church. Using a deductive thematic analysis approach, this paper identified marketing as a necessary tool for churches and several competitive marketing strategies adopted by churches in attaining competitive advantage were identified and discussed. Finally, the implications of the findings for church growth and survival as well as directions for future empirical research were also discussed.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00296-1
Social media capital and civic engagement: Does type of connection
matter'
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  Abstract: Abstract This study examines the relationship between a person’s social media capital and civic engagement, focusing on the networks formed via two social network sites (SNSs) of Facebook and Twitter. The analysis of the survey data on young people’s social media use and civic engagement in the U.S. shows that, although all three types of online social ties (Facebook Friends, Twitter followers, and people one follows on Twitter) are positively associated with civic engagement, there are differences across the different types of connections. The findings reveal that Twitter social capital is more strongly associated with participation in political organizations while Facebook social capital is more strongly associated with participation in non-political charitable organizations. Between Twitter followers and following, the number of people one follows is more strongly associated with participation in both types of organizations than the number of one’s followers. These findings suggest that nonprofit managers take a platform-specific approach when using social media for marketing and stakeholder involvement.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00300-8
Applying regulatory fit theory and cultural values orientation to predict
effectiveness of public service advertising appeals
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  Abstract: Abstract While there is support for regulatory fit theory in predicting the communication effectiveness of promotion-framed and prevention-framed messages in advertisements, it is not certain if the theory can be extended to predict the effectiveness of promotion-oriented and prevention-oriented advertising appeals. This study examines the interplay of regulatory focus as well as the endorsement of collectivism and individualism among adolescents in predicting the perceived effectiveness of promotion-oriented and prevention-oriented public service advertising appeals. Data was collected from a convenience sample of 407 Chinese secondary school students aged 12 to 19 in Hong Kong. Results support the regulatory fit theory. Among the respondents, vertical collectivism was not a significant predictor for the perceived effectiveness of either promotion- or prevention-oriented appeals. Horizontal individualism was a significant predictor for the perceived effectiveness of the loss avoidance PSA appeal. Respondents’ horizontal collectivism scores were positive predictors for the perceived effectiveness of both promotion and prevention-oriented appeals.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00291-6
The influence of PSA's likeability on children’s intentions to eat
healthy food
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  Abstract: Abstract This paper suggests a model that considers the effects of the children’s attitude toward Public Service Announcements—PSAs (measured through the likeability of PSAs) on their behavioural intention to eat fruits and vegetables. The suggested model was tested through an empirical analysis conducted with children aged 8 to 11 and the data were analysed through partial least squares – structural equation modeling (PLS-SEM) multigroup analysis. The findings indicate that the positive emotions PSAs generate and PSA credibility mediate the effects of the children’s perceived likeability of PSAs on their behavioural intention to eat fruits and vegetables. Overall, understanding the connections between PSA likeability, positive emotions, PSA credibility and behavioural intentions can facilitate the development of further social advertisements aimed at children covering healthy eating. Therefore, the findings of this study are relevant for non-profit organizations, government institutions and advertisers interested in creating effective social messages aimed at children.
  PubDate: 2022-03-01
  DOI: 10.1007/s12208-021-00287-2
An online research approach for a dual perspective analysis of brand
associations in art museums
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  Abstract: Abstract The paper develops a research approach that combines digital ethnography with text mining to explore consumers’ perception of a brand and the degree of alignment between brand identity and image. In particular, the paper investigates the alignment between the art museum’s brand identity and the brand image emerging from visitors’ narratives of their experience. The study adopts a mixed methodology based on netnography and text mining techniques. The analysis concerns an art museum’s brand, with the case of the “Opera del Duomo Museum” in Florence. The methodological approach enables a combined investigation of user-generated content in online communities and the company’s online brand communication, contributing to identifying branding actions that can be taken to increase the brand alignment. It also enables the measurement of the degree of alignment between museums and visitors among common brand themes. Specific indicators of alignment are provided. A key point is the replicability of the model in other contexts of analysis in which the content produced by consumers in online contexts are relevant and readily available, such as fashion or food.
  PubDate: 2022-02-17
  DOI: 10.1007/s12208-022-00332-8
The current state of research of word-of-mouth in the health care sector
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  Abstract: Abstract Health information plays a significant role in the health behavior of individuals. Word-of-mouth (WOM) is essential in this context. In recent years, new forms of online communication have greatly expanded the possibilities for seeking information and, in consequence, significantly changed communication behavior. Similarly, the doctor-patient relationship has gradually evolved and the traditional asymmetry of medical knowledge is increasingly being corrected as today’s health care consumers are becoming more well-informed. A key source of information is either in-person or online WOM. A research gap exists in terms of analyzing the current state of research of WOM in health care. Although various studies highlight the influence of WOM on health behavior, to the best of our knowledge there exists no systematic literature review that summarizes the current state of research on WOM in health care. Therefore, this paper presents a comprehensive systematic literature review on WOM in health care. The literature review investigates existing WOM studies in the health care sector based on a systematic search for articles in a twenty-year timeframe from January 2000 to December 2019. The resulting total of 34 articles constitutes the basis of this paper. These studies are analyzed using a model of WOM in health care and – based on the theory of cognitive dissonance, the theory of the strength of weak ties, and the theory of perceived risk – clustered into the creation, spread, and impact of WOM. The investigated studies emphasize the importance of the staff in the service process. Furthermore, negative reviews have a stronger impact than positive ones, with service quality representing the main reason for negative WOM. In addition, the importance of electronic word-of-mouth (eWOM) is underlined, as online reviews are gaining popularity for patient decision-making processes. Although some studies have addressed WOM in health care, research gaps remain. For example, there are few studies on eWOM and some medical disciplines in private practice are neglected in WOM research. By systematically presenting and analyzing the literature on WOM in health care, this paper represents an important starting point for future research and also provides insights into the role of WOM in health care practice.
  PubDate: 2022-02-08
  DOI: 10.1007/s12208-022-00334-6
Elements that compose the non-profit BRAND orientation in an emerging
country
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  Abstract: Abstract This study grouped and systematized the elements that make up non-profit brand orientation (NBO) in an emerging country, as well as the elements that precede non-profit brand orientation, and the consequences of, and barriers to, the implementation of this strategy. The country studied was Brazil. We carried out an exploratory quantitative study based on the theoretical concept of brand orientation, with data collected from a questionnaire with statements generated in qualitative initial research. We collected 223 valid questionnaires and submitted them to exploratory factor analysis (EFA). We found that NBO in an emerging country is a higher-order reflective construct composed of two lower-order reflective constructs (communication and cause). The antecedents of NBO resulted in a set of reflective constructs of the first order (organizational factors, market factors, and action). We also found four first-order reflective constructs as a consequence of NBO (fundraising, partnerships, staff relationships, and social influence). The barriers to NBO constitute a higher-order reflective construct, composed of four lower-order reflective constructs (communication challenges, commercial aversion, barriers to donation, and economic context). We conclude that, in the presence of the antecedents of NBO in an emerging country, a non-profit organization tends to develop NBO and thus achieves several benefits. However, barriers to NBO hinder both the implementation of NBO and the achievement of the benefits resulting from this strategic orientation.
  PubDate: 2022-02-05
  DOI: 10.1007/s12208-022-00333-7
Can implementation intentions increase fibre intake' An examination of
the effect of planning and educational information
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  Abstract: Abstract Healthy eating is a main concern to public policy. Despite the public attention that overweight and obesity has received in recent years, research is still short of evidence about fiber consumption, even though fiber intake represents the third pillar of a healthy diet. This study assesses whether a volitional intervention based on goal planning and educational information raises fiber intake among healthy individuals. We test the effectiveness of implementation intentions accompanied by educational information on fiber intake in a 2x2x2 experiment with 205 university students. The results show that fiber intake did not significantly increase. However, the groups that had made plans for goal attainment narrowed their intention-behavior gap, and those receiving educational information had more knowledge about fiber-rich food. These results are puzzling as fiber intake meets the conditions where implementation intentions would work best. The authors suggest that to raise fiber intake, a combined strategy that involves manufacturers, public authorities and health professionals is needed to create a supportive environment so that individuals can successfully implement their plans.
  PubDate: 2022-01-14
  DOI: 10.1007/s12208-021-00329-9