JournalTOCs

Italian Journal of Marketing
Number of Followers: 0

Hybrid journal (It can contain Open Access articles)
ISSN (Print) 2662-3323 - ISSN (Online) 2662-3331
Published by Springer-Verlag

[2469 journals]

Being best in the world or best for the world' Fostering CSR
cooperative behaviors through communication
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  Abstract: Abstract Communication contributes to fostering environmentally friendly decisions in organizations. Yet, we know little about which message strategy influences a manager who is confronted with a Corporate Social Responsibility (CSR) dilemma between prioritizing the environment or the bottom line. In order to understand this, we conducted a computer simulation with real participants, where we observed the extent to which persuasive vs rational messages vs absence of message influences individuals’ decisions to cooperate with competitors in order to maintain a clean natural resource in spite of privileging corporate gains. Results indicate that a persuasive message has the most significant effect on participants’ long-term cooperative behaviour and may positively influence the way individuals perceive altruistic cooperative behaviours. These findings contribute to studies on CSR and strategic communication, as they suggest that communication plays an important role in solving a CSR dilemma depending on the type of message strategy that is enacted. Also, they contribute to studies on performance indicators as they suggest which indicators to use to build a balanced scorecard that explicitly incorporates sustainability-related strategic objectives into the business.
  PubDate: 2022-04-29
Measuring and evaluating CSR information and involvement strategies on
corporate Facebook pages
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  Abstract: Abstract Organizations are increasingly involving stakeholders in their CSR activities through social networks. Despite the growing interest by academics and practitioners in this field of research, empirical studies are still limited, highlighting a gap in the identification and the use of effective measurement tools for evaluating sustainable marketing performances on social networks. The study aims to develop a framework to measure and assess stakeholder engagement strategies, in terms of CSR information and involvement, on Facebook pages of sustainable organizations. The framework is based on a set of dimensions (macro-item, item and micro-item) and adopts different types of variables (dichotomous and indices) and techniques (manual detection, Facebook developers tools, content analysis through the NooJ, and Likealyzer). A pilot study on firms classified by the Dow Jones Sustainability World Index (2015) confirms the applicability of the framework, showing that organizations prefer a “one-way” communication approach (CSR information strategies), rather than a “two-way” communication approach (CSR involvement strategies). The framework constitutes a tool aimed at analyzing and measuring the CSR communication strategies on corporate Facebook pages. It provides managers and consultants of digital communication useful indications to improve sustainable marketing activities and stakeholder engagement strategies on Facebook.
  PubDate: 2022-04-19
Ex ante assessment of sustainable marketing investments
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  Abstract: Abstract The sustainability revolution, and the positive effects of sustainable marketing on business performance, should lead companies and research to focus more on issues related to assessment of sustainable marketing investments. This conceptual paper is an attempt to provide a contribution on this interdisciplinary topic not yet considered in the literature. We focus on how companies can assess ex ante this type of investment. We propose an adaptation of the risk-return ratio as a tool for ex ante assessment of sustainable marketing investments. We also provide considerations about the risks and rewards of Starbucks’ “Greneer Stores” project. We conclude the study by discussing the implications for managers of sustainable companies.
  PubDate: 2022-04-04
A text mining approach for CSR communication: an explorative analysis of
energy firms on Twitter in the post-pandemic era
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  Abstract: Abstract The rapid diffusion of the Covid-19 worldwide has accelerated the need for companies to address the sustainability issue at different levels, as nowadays the attention of stakeholders with respect to this theme has grown considerably. As a result, companies had to set up CSR communication strategies to build and strengthen their legitimacy and reputation. Among the communication channels to convey messages of firms’ CSR initiatives, social media are becoming increasingly important and, particularly, Twitter is the social media platform where more CSR-related content is generated. By adopting the theoretical lens of constitutive communication of organization, the aim of this paper is to investigate with a textual approach how the CSR communication in the energy sector has evolved in the post Covid-19 scenario. Specifically, our attention will be focus on: (1) the exploratory analysis based on the hashtags; (2) the identification of CSR communication topics and (3) the proposal of topics network in order to discover subgroups of topics. Findings of this research show that the CSR communication on Twitter has undergone changes compared to the pre Covid-19 era. Particularly, we identified 11 CSR related-topics which, as the proposed topic network demonstrates, are interconnected. On the one hand, our results corroborate previous research regarding some CSR-related issues; on the other hand, we identified some topics such as safety, people and work which have exploded in Twitter conversations in the post Covid-19 scenario. Finally, this study provides managerial implications for professionals dealing with CSR communication, digital communication and social media marketing activities.
  PubDate: 2022-03-14
The Italian contribution to the marketing literature
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  Abstract: Abstract The purpose of this study is to describe the contribution of Italian scholars to the international literature of marketing, and to identify the intellectual structure of Italian scholars’ production, by mapping the co-authorships network and the main researched themes. Results highlight that Italian marketing scholars significantly intensified their productivity in the last ten years from different viewpoints. There has been a growing process of internationalization, a grownup of articles published by multiple co-authors in journals with higher impact factor, and a better performance in terms of citations of Italian papers compared to the international average. These results are all positive signals of a dynamic and developing community.
  PubDate: 2022-02-21
  DOI: 10.1007/s43039-022-00051-2
How new sustainability typologies will reshape traditional approaches to
loyalty
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  Abstract: Abstract The benefits of segmentation and loyalty programmes are well established however Business-As-Usual (BAU) models, whether online or traditional, only focus on customers' contributions to the 'bottom line'. Sustainable Development (SD) is inextricably linked to consumers and whilst some studies allude to 'green' segmentation, there are no loyalty ladders or frameworks predicated on Elkington's Triple Bottom Line (TBL). This study aligns with those who think the TBL should be the thread that runs through sustainability research. It looks beyond the question of why firms adopt sustainability and instead consider how they do so by investigating the changes needed for loyalty models and frameworks. The paper is positioned in the overlap between the SD and marketing domains. It facilitates conceptualisation by addressing some of the terminological confusion inherent in sustainability studies. It provides a working definition of SD and a rationale for (and definition of) the preferred term Sustainable Marketing (SM). Assuming marketers want to work in a more sustainable fashion, they need to adapt existing models or adopt new versions. With adaptation representing a smaller change to marketers' modus operandi, it is deemed more likely to be adopted than a radical change. This is conceptualised using two schools of thought, namely the Developmental and Critical schools. This study is positioned in the critical school as it posits that the traditional models are no longer fit for purpose and need adapting or replacing. This approach provides better understanding of why sustainability models (or frameworks) are needed and the need to shape practice, thus going beyond academic theory. Then the paper is in two main sections; first it critiques the BAU building blocks needed for loyalty ladders, namely a marketing orientation and segmentation frameworks. This paper advocates improving loyalty by adopting sustainable building blocks. Hence the second section uses existing adaptations, namely a sustainable market orientation, a sustainable stakeholder typology and a TBL-based segmentation framework (APPROVES), to create a new TBL-based SM loyalty ladder. This will provide a platform for discussion and future research.
  PubDate: 2022-02-21
  DOI: 10.1007/s43039-022-00047-y
The COVID-19 emergency as an opportunity to co-produce an innovative
approach to health services provision: the women's antenatal classes move
on the web
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  Abstract: Abstract The COVID-19 pandemic has strongly affected healthcare organizations, leading to the need for reorganizing also maternal care services during pregnancy. The Regional Health Authorities in Tuscany (Italy) promoted the creation of online antenatal classes (ACs). This study illustrates the innovative approach to deliver ACs online and discusses how the collaborative approach in co-producing this innovative solution co-creates value in healthcare. The action research design was based, on one hand, on the indirect involvement of users by analyzing qualitative data collected through a continuous survey to pregnant women and, on the other one, on the direct involvement of managers and health professionals in meetings and workshops. The authors encompassed all necessary changes in organizational practices and facilitated the collaborative process implementation and analysis. The main findings are that moving ACs online has been a relevant choice, since the need of pregnant women to share information and receive emotional support increased in times of crisis. Additionally, in the perspective of health professionals, the new online ACs model emerged as a valuable solution not only for the contingent situation, but also in a long-term perspective to reach more women during pregnancy and to early support them throughout the maternal care pathway. This study shows that the collaborative approach to co-innovate healthcare services provision, such as with ACs online, facilitates the creation of, long-lasting, and integrated solutions in healthcare, to be used also after pandemic period. Finally, despite this action-research is context-specific, the findings presented in this paper may help other healthcare organizations innovate their own strategies in ACs’ provision.
  PubDate: 2022-02-05
  DOI: 10.1007/s43039-021-00045-6
An analysis of the relationships between human, technological and physical
factors in the retail banking sector
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  Abstract: Abstract In the light of the increasingly massive implementation of technology in retail settings, the present research aims at exploring the relationships between interacting factors of the retail servicescape: human interaction, automated service, and atmosphere, and their impact on customer satisfaction regarding the service. We develop a theoretical framework to understand the relationships between the single components of the servicescape and we empirically test our framework within the context of retail banking services. We develop a moderated mediation model on a sample of 1346 retail banking customers. We find that the human factor mediates the relationship between self-service technologies and satisfaction, and that this mediation is negatively moderated by a favourable perception of the banking service atmosphere. Theoretical and managerial implications are discussed.
  PubDate: 2022-01-31
  DOI: 10.1007/s43039-022-00048-x
Increasing vaccination intention in pandemic times: a social marketing
perspective
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  Abstract: Abstract With the release of several COVID-19 vaccines, hopes for ending the pandemic have emerged. However, the uptake of the vaccines is largely voluntary and depends on the intentions of the public. From a social marketing perspective, this study takes the case of Italy to identify and test factors that are likely to increase COVID-19-vaccine intention. A sample of 3893 respondents was collected throughout Italy and a model empirically tested by structural equation modeling. The findings suggest that a social marketing campaign for undertaking COVID-19 vaccines should educate the public, going beyond just safety and efficacy, and create positive social norms by combatting misinformation on various platforms, including social media. Furthermore, it was found that economic hardship from COVID-19 does not automatically translate to vaccination intention and that social marketing campaigns should particularly target economically vulnerable and important segments. Also, instilling a craving for travel could potentially stimulate citizens to undertake COVID-19 inoculation. Finally, contributions and implications for social marketing COVID-19 vaccines in Italy and elsewhere are addressed.
  PubDate: 2022-01-31
  DOI: 10.1007/s43039-022-00049-w
What basic human values influence impulse buying and status consumption
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  Abstract: Abstract Values serve as a guide of people's choices and behaviours, including consumer behaviour. The present study aims to identify whose basic human values predict impulse buying and status consumption. 613 Portuguese adults (382 females, 225 males, and six defined as "other") participated in the study, with a mean age of 25.09 years (SD = 8.45). We used three scales: (1) Basic Values Survey, (2) Impulsiveness Buying Scale (short version), and (3) Status Consumption Scale. Data collection was done through an online survey distributed on social media between September 2018 and February 2019. The data analysis was done on the Statistical Package for the Social Sciences (SPSS), version 25. We carried out Pearson's r Correlations and Multiple Linear Regressions. The survey included the informant consent where we presented the aim of the study. The results from Pearson's r Correlations show that the subfunction Promotion is positively correlated with impulse buying, and the subfunction Interactive is negatively correlated. The Excitement, Promotion, and Existence subfunctions are positively correlated with status consumption. The results from regressions show that the subfunctions Promotion and Interactive predict impulse buying and the subfunctions Promotion and Suprapersonal predict status consumption. The study strengthens that the values which people prioritize have an influence on their consumer behaviour.
  PubDate: 2022-01-27
  DOI: 10.1007/s43039-022-00046-z
The propagation of error: retracted articles in marketing and their
citations
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  Abstract: Abstract A retraction is the removal of an article from the scientific record at any time after its publication. This study investigates the characteristics of retracted articles in marketing. A total of 30 retracted articles published in 18 marketing journals were identified using Google Scholar and then analyzed. The analysis shows that the main reason for retracting marketing articles is duplication, followed by errors in data and data fabrication. On average, it took 2.371 years for each of these articles to be retracted. Using Clarivate Analytics’ Web of Science, it has been found that these retracted articles received 421 citations, 196 of which are post-retraction citations. More specifically, 22 of the 30 retracted marketing articles continue to be cited several years after their retraction. The most cited retracted marketing article gathered 67 citations of which 30 are post-retraction citations with all of them being positive citations referencing it as valid and legitimate work. The citation pollution caused by that retracted article transcends marketing to cover such disciplines as information science, psychology, and health nutrition.
  PubDate: 2022-01-11
  DOI: 10.1007/s43039-021-00044-7
Changes in the post-covid-19 consumers’ behaviors and lifestyle in
italy. A disaster management perspective
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  Abstract: Abstract The changes in consumption habits brought about from the covid-19 pandemic is completely reshaping the consumer profiles examined by different organizations. The purpose of this paper is to contribute to the consumer behavior studies by analyzing changes post-disasters. Our paper aims at understanding Italians’ lifestyle and behaviours during and post crisis in order to explore what behaviours people would keep after the disaster and to identify possible megatrends. Through a mixed method approach, we propose a trendy avatar which summarizes in its representation the four categories emerged from our explorative study: (1) digital, (2) homescape lovers, (3) responsible and (4) self-care oriented. Drawing on the new behavioural consumer profile proposed, some research avenues and managerial implications are advanced.
  PubDate: 2021-12-07
  DOI: 10.1007/s43039-021-00043-8
Linguistic drivers of misinformation diffusion on social media during the
COVID-19 pandemic
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  Abstract: Abstract In the wake of the COVID-19 pandemic, unprecedent amounts of fake news and hoax spread on social media. In particular, conspiracy theories argued on the effect of specific new technologies like 5G and misinformation tarnished the reputation of brands like Huawei. Language plays a crucial role in understanding the motivational determinants of social media users in sharing misinformation, as people extract meaning from information based on their discursive resources and their skillset. In this paper, we analyze textual and non-textual cues from a panel of 4923 tweets containing the hashtags #5G and #Huawei during the first week of May 2020, when several countries were still adopting lockdown measures, to determine whether or not a tweet is retweeted and, if so, how much it is retweeted. Overall, through traditional logistic regression and machine learning, we found different effects of the textual and non-textual cues on the retweeting of a tweet and on its ability to accumulate retweets. In particular, the presence of misinformation plays an interesting role in spreading the tweet on the network. More importantly, the relative influence of the cues suggests that Twitter users actually read a tweet but not necessarily they understand or critically evaluate it before deciding to share it on the social media platform.
  PubDate: 2021-12-01
  DOI: 10.1007/s43039-021-00026-9
Sales and marketing automation in the post-Covid-19 scenario: value
drivers in B2B relationships
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  Abstract: Abstract Digital technologies automating marketing and sales activities are rapidly spreading. The adoption of Sales & Marketing Automation (S&MA) systems allows companies to improve their marketing campaigns, track their customers’ journey and generate real-time insights to respond to customers more efficiently and effectively. The Covid-19 pandemic has further increased the importance of S&MA as customers have massively shifted towards digital channels to interact with businesses and purchase products and services. In this paper, we investigate how S&MA generates value for companies in the post-Covid-19 scenario, adopting the perspective of the buyer organization. Based on insights generated through a qualitative and quantitative research, we propose a conceptual model explaining the value drivers of S&MA in terms of benefits and sacrifices. Our research highlights that a mere focus on the technological side of these platforms limits the assessment of value generation as it is crucial to also consider customer-centric, operational and integration-based value drivers. By segmenting the S&MA value perceptions of different companies, this research also provides guidelines to develop, promote and implement S&MA solutions for buyers and vendors operating in B2B.
  PubDate: 2021-12-01
  DOI: 10.1007/s43039-021-00024-x
The long Covid effect in marketing and consumer research
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  PubDate: 2021-12-01
  DOI: 10.1007/s43039-021-00041-w
Investigating preferences in art collecting: the case of the François
Pinault Collection
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  Abstract: Abstract This article focuses on private art collections that play a relevant role on the art market while reducing its information asymmetry. Knowledge of how art consumers such as private art collectors show preferences for specific artworks may allow to identify collecting patterns based on the preference of some artworks’ signs. Understanding these patterns is essential for evaluating the impact of art collectors on the art market. The evolution of the art market shows complex consumption systems that shape the cognition and behavior of actors such as private art collectors. Consequently, to be a key art collector and to progress as such in today’s art world implies a constant reinterpretation about what it means to consume and to collect art. This paper explores the collection of one of the most important art collectors in the world, the French tycoon François Pinault. More precisely, his background as a key collector was examined, and a number of preferences toward particular signs which connote his collected artworks were identified. All the collected artworks were observed through a descriptive data analysis of the Pinault Collection’s exhibition catalogues, published from 2006 to 2015, enforced by the statistical decision tree classifier. Results show how the Pinault Collection is shaped by collecting preferences that can be described as collecting patterns. As a preeminent collector and owner of one of the two major auction houses in the world, Pinault’s consumption preferences and decisions may impact the art market, for instance through signals and by influencing other art market players or the artists’ careers.
  PubDate: 2021-09-23
  DOI: 10.1007/s43039-021-00040-x
Getting the most from E-commerce in the context of omnichannel strategies
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  Abstract: Abstract E-commerce in the context of sales and distribution strategy has become a heavily used channel and companies need to manage it correctly and integrate it with a variety of other online and offline channels. Based on the literature, two factors are recognized as relevant for the elaboration of a conceptual framework able to explain the actions undertaken by leading companies to effectively get the most from an e-commerce strategy integrated within the overall omnichannel strategy. The two factors are: main distribution channel (direct/indirect) and product value density (high/low). Through the analysis of four case studies (Luxottica, Henkel, Ikea, and Ferragamo), we show that these factors produce different benefits and challenges that companies face when embracing e-commerce. We analyze these benefits and challenges from the viewpoint of both Marketing and Supply Chain Management.
  PubDate: 2021-09-08
  DOI: 10.1007/s43039-021-00037-6
Uncovering knowledge on travel behaviour during COVID-19: a convergent
parallel mixed-methods study in the context of Italy
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  Abstract: Abstract Against the background of uncertainty and crisis generated by COVID-19, academics and practitioners have struggled to envision how travelling behaviour will be transformed by the pandemic and when it will resume. Despite its relevance to both theory and practice, current research devoted to this research strand is still in its early stages. This study, reliant on Protection Motivation Theory, was conducted in order to assess the ways in which travellers’ preferences are changing as a result of the coping strategies they adopt to protect themselves from the health crisis. To do this, a convergent parallel mixed method approach (data validation variant) was applied to a sample of 4,539 completed questionnaires, collected in Italy, which included 1,577 usable qualitative answers. A factor-cluster analysis was carried out on the quantitative data. Two factors driving destination choice emerged, namely: “Personal protective equipment, sanitation, and physical distancing” and “Outdoor and under-crowded tourism attractions and destinations”. The cluster analysis divided individuals into three groups: “All-round concerned tourists”, “Middle-concerned tourists”, and “Outdoor-driven tourists”. Finally, a series of chi-square and F-tests revealed that significant differences existed between the clusters, based on socio-demographics and travel-related characteristics (i.e., preferred accommodation facilities and means of transport, geographical scale of travelling, and travel companions). Quantitative results were then merged with qualitative results, allowing us to further deepen our understanding of travel behaviours during the pandemic and the related coping strategies. Contributions to this body of knowledge and managerial implications are discussed and suggestions for further research are given.
  PubDate: 2021-08-18
  DOI: 10.1007/s43039-021-00036-7
Reacting to the COVID-19 pandemic through digital connectivity with
customers: the Italian experience
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  Abstract: Abstract The COVID-19 has deeply impacted the firm’s competitiveness because of the restrictions that limited the relationships with existing and new customers. The pandemic has pushed firms to rely on digital technologies to redefine business processes as well as customer relationships and marketing strategies. The digital technological portfolio firms may rely on to face the COVID-19 related challenges spanning from the established web-based technologies to the more recent Industry 4.0 tools related to the fourth industrial revolution. In this regard, the paper aims at exploring which digital technologies allowed firms to positively react to the pandemic to overcome their constraints in managing the market relationships. Based on an original qualitative analysis on 26 Italian SMEs carried out during the first Italian lockdown in 2020, the paper identifies three strategies in the use of digital technologies to support customer relationship management and market expansion. It emerges specifically the strategic importance of web-based technologies (videoconferencing, CRM and e-commerce) to support firm competition and performance through customer interactions and digital experience, advancing the literature on firms’ reaction strategies during turbulent and crisis times.
  PubDate: 2021-06-06
  DOI: 10.1007/s43039-021-00031-y
How social innovations spread globally through the process of reverse
innovation: a case-study from the South Korea
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  Abstract: Abstract Nowadays, innovation is no longer a peculiarity of developed economies. Indeed, more frequently, it occurs that innovations born in the so called "emerging countries" spread in the advanced ones. This phenomenon is well known as Reverse innovation (RI), and within the global innovation literature about RI, some authors refer to these reversed innovations as developed in order to solve social or economic issues, specific of emerging contexts. However, scholars use to connect innovation with social goal as primary benefit to another phenomenon: i.e., Social innovation (SI). Within the Social innovation literature, there is a lack concerning how it should be undertaken to spread globally. Thus, we applied the Reverse innovation process to Social innovations: through a case-study analysis, we link the two phenomena which have never been explored together in previous studies. The paper aims at understanding how Social innovations spread from emerging to more advanced markets, while implementing this inversion of the flow. Further, we want to explore which is the potential that a Social innovation has in the host market: in other words, if SI could lose, hold, reduce, or increase their original social connotation.
  PubDate: 2021-06-05
  DOI: 10.1007/s43039-021-00027-8