Social Marketing and Privately Held Companies: The Impact of Corporate Social Responsibility Activities on Romanian Consumers

The notion of corporate social responsibility has evolved into a fairly complex concept that can influence the very world we live in. Today's society is interested not only in companies' financial results but also in the way they conduct their businesses. Corporations everywhere try to respond to new environmental challenges by actively engaging in the life of the community and by developing relationships based on mutual trust with consumers. This article introduces the corporate social responsibility domain by underlining the importance of this concept to the later development of a company. The article denounces the results of research conducted on Romanian consumers regarding corporate social responsibility campaigns undergone by firms in Romania. Its purpose is to bring insight into Romanian consumers' perceptions of recent social campaigns, reviewing the extent to which these consumers are willing to become involved in society's well-being. The survey conducted here attempts to provide answers to issues that concern the companies' involvement type, their purview, the reasons for participating in society's welfare, as well as the social campaigns' most common action areas. The results gathered show that corporate social responsibility is not only a promotion method, but a method that implies the effective involvement in the life of the community and in its subsequent issues, therefore representing a real means of support for the economic development of the community in question. In conclusion, companies must put their social conscience into use when dealing with their clients and stakeholders, by offering solutions to environmental concerns, resource management, mutual aid, and welfare rising from corporate support.     

Assessing shared understanding of economic exchange among children and adults

Research into children's understanding of economic exchanges has been conducted within two major purviews. Psychologists and sociologists have examined children's understanding via age‐related developmental theories, and economists have focused upon measures of economic literacy. Anthropologists and sociologists have included noneconomic factors in examining the economic‐exchange practices of adults, but the role of such social or moral influences has not been examined within the context of children as consumers. With the use of this research foundation, the current research is one of the first reported attempts to include children and adults in the same study to determine if there is a shared understanding of economic exchanges. As such, the role of noneconomic factors as a part of the everyday economic‐exchange behavior of children was also examined. Study findings suggest that past research has underestimated children's understanding of the economic world, as the current research found that children, ages 7–12 years, exhibited many of the same facets of intuitive economic understanding as adults from their own community group. The findings also suggested that the influence of noneconomic variables becomes greater as children grow into adulthood. © 2005 Wiley Periodicals, Inc.     

The influence of entrepreneurial marketing processes and entrepreneurial self-efficacy on community vulnerability,risk, and resilience

This paper uses the 2010/2011 Christchurch earthquake and re-development efforts as an exemplar to explore how entrepreneurial marketing processes combined with entrepreneurial self-efficacy can be leveraged to help a community reduce its vulnerability to natural disasters and enhance its resilience. Manyena's (Manyena, S. B. (2006). The concept of resilience revisited. Disasters, 30, 433–450; Manyena, S. B. (2012). Disaster and development paradigms: Too close for comfort? Development Policy Review, 30, 327–345) vulnerability–resilience theory is used as the conceptual framework to delineate the prophylactic benefits of building a community's entrepreneurial marketing process capabilities and the notion of entrepreneurial self-efficacy as defensive mechanisms to mitigate the effect of disasters. This work has resulted in an augmented disaster risk equation that considers: (1) the risk that a natural disaster poses on a community (as a function of the vulnerability of the community's tangible assets); (2) the hazard potential of the disaster; and (3) the resilience of its social and economic systems. This paper develops a measure of the symbiotic interrelationship of a community's entrepreneurial marketing process capabilities and community-level entrepreneurial self-efficacy to illustrate how leveraging the entrepreneurial, marketing, social, and engineering educational resources of a community can create a less vulnerable and more resilient community. In doing so, the paper develops a set of research propositions to guide future research and policy.     

Moving (Euro American) consumers in mysterious ways with African-American social dance in commercials

Dance is an integral part of culture, as is consumption. However, there is a paucity of published research regarding the effect of dance on consumption. In particular, studies on how black social dance in commercials depicts culturally defining racial tensions and stereotypes, and its effect on Euro American consumption are scant. Consequently, qualitative research was employed to survey and interview a small group of Euro American respondents. A Diet Pepsi commercial served as the research text. A consuming value system reinforced the association of the dance with consumption of individual identity as cool; fractured conformity away from the defining macro social structure; and provided for resistive self and community identities. Three contributions result from the research. First, an alternative way of seeking knowledge through dance theory demonstrated dance's value for consumer's lives. Second, Holt's 2004 work was built upon. The dance demonstrated cultural myth recreation in a “macro dance” performed in the “micro dance” of everyday life. Third, ethnographic dance premises were extended and served as the research framework.     

The Effect of Media Involvement on Print Advertising Effectiveness

Abstract

There is less than full agreement in the advertising research community over the relationship between involvement and advertising effectiveness. The purpose of this research is to extend that investigation into print. In a pre-post between-subjects design, 926 adults were exposed to test advertisements “tipped” (i.e., inserted) into a publication that they read regularly. Readers' attitudes and purchase intentions for the advertised products were collected before and after exposure to the ads. The results indicated that higher involvement with a publication leads to more favorable perceptions of embedded ads, and higher levels of advertising persuasion, while not impacting recall. Analyses of specialized effects indicated that, for the most part, main-effects results were robust across two types of advertisements, two print publication types, and two classes of products studied. The research has implications for how publishers set, and media planners evaluate, advertising rates, which are calculated predominantly according to the size of a publication's reader base. Based on our results, they should consider involvement when making these decisions.     

The Effects Of Program Involvement On Commercial Exposure And Recall In A Naturalistic Setting

Although program involvement is often found to be an important determinant of commercial recall, studies have produced mixed results. The authors contend that inconsistent findings are, in large part, a result of the degree to which respondents are free to determine their exposure to commercials. It is hypothesized that in studies where exposure is not forced, program involvement has a positive effect on commercial recall. This proposition was examined during the broadcast of four matches of the 2000 European Soccer Championship (N = 344). Results show that viewers who saw a highly involving match recalled commercials significantly better than those who saw matches that scored lower on program involvement. This effect was, in large part, mediated by respondents' exposure to the commercials.     

Impact of public involvement in research on quality of life and society: a case study of research career trajectories

This case study illustrates the research career trajectory of two lay researchers after they joined a Big Lottery funded study to explore loneliness and isolation among older people living in a town in the north of England, UK. The two lay researchers were of pensionable age themselves and engaged in all aspects of the research process as full members of the research team. Following research methods training and their substantive input into study design, they engaged fully in an approach of peer‐interviewing of other older adults as the main study method. Following this initial exposure to undertaking research, these exemplars of public involvement in research went on to be involved in other research as co‐researchers at a local and national level. Initially the paper sets out the lay researchers' personal backgrounds and expectations from involvement in research. The impact of their involvement in research on their quality of life and that of their community is presented. Latterly, the societal impact of the lay researcher's involvement is examined. The difference they made to the initial study design and conduct is described first followed by their development as substantial research resources for other studies and community initiatives. Overall the impact of these lay researchers has been significant and the paper provides an example of how involvement in research can impact on individuals and communities to great effect.     

Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising

Drawing from the affect–reason–involvement model, we examine how misleading advertising about the environmental features of products, or greenwashing, affects how consumers perceive ads and brands. Using data from two experimental studies with quota-based samples in the United States (N = 486) and Germany (N = 300), we compare nondeceptive claims with two types of claims often used in greenwashing: vague claims and false claims. We also identify the presence of pleasant nature-evoking images and test for interaction effects with two types of environmental involvement: environmental concern and environmental knowledge. Results indicate that while vague claims do not enhance consumers' perceived greenwashing regardless of their environmental knowledge or concern, false claims do, which consequently harms consumers' attitudes toward those ads and brands. In the United States, consumers' environmental knowledge moderates that effect, whereas all consumers in Germany could identify false claims as attempts at greenwashing. Moreover, associating greenwashing claims with nature-evoking images activates an affective persuasive mechanism that appeals to consumers' affinity for nature, which not only positively influences their evaluations of ads and brands but also influences their attitudes toward ads and brands more strongly than perceived greenwashing. In closing, we discuss the theoretical and practical implications of these findings.     

“Managing” Corporate Community Involvement

In academic research, many attempts have been undertaken to legitimize corporate community involvement by showing a business case for it. However, much less attention has been devoted to building understanding about the actual dynamics and challenges of managing CCI in the business context. As an alternative to existing predominantly static and top-down approaches, this paper introduces a social movement framework for analyzing CCI management. Based on the analysis of qualitative case study data, we argue that the active role of employees pressuring for CCI policies and practices, as well as the organization audience responses to their efforts, are at the core of the challenges involved in managing CCI. These challenges also pose limits to how far CCI can be extended to a “business as usual” activity.     

Community Social Responsibility and Its Consequences for Family Business Performance*

Family‐centered businesses may have unique perspectives of socially responsible behavior due to family involvement and ties to the community. This research explored the antecedents and consequences of community social responsibility (CSR) for family firms operating in small and rural markets. Using a national sample from the 2000 wave of the National Family Business Survey (NFBS), researchers profiled family business operators' (n = 221) to determine if their CSR orientation contributed to family business performance. Enlightened self interest and social capital perspectives provide a framework for elaborating the role of CSR in sustaining family businesses in changing small communities. Results indicate that three dimensions, commitment to the community, community support, and sense of community, account for 43 percent of the variation in family business operators' CSR. Size of the business was significantly related to family firms' ability to give and receive community support. Further, commitment to the community was found to significantly explain perceived family business performance while community support explained financial performance. Findings suggest that socially responsible business behaviors can indeed contribute to the sustainability of family businesses in small rural communities.     

Rhetoric versus Reality: the Privatisation of Telekom Malaysia

Telekonl Malaysia (TM) was floated as a private enterprise in 1990 as part of the country's overall privatisation programme. The programme included the usual privatisation goals of competition, reduced state involvement, growth and efficiency, but also a redistributional goal to enhance the Bumiputra community. This paper discusses whether the Malaysian government has been able to reconcile all its stated objectives, and suggests that the Bumiputra redistributional goal has been favoured at the expense of the other objectives. It is concluded that the privatisation of TM was cosmetic and that the government has used TM to implement its strategy, mainly through internal control of its corporate affairs, which runs contrary to the most widely accepted views of privatisation.     

The Bulgari Connection

Abstract

Product placement is the business process that seamlessly inserts an advertiser's commercial message into various entertainment and informational media vehicles (movies, videos, television programs, radio shows, newsletters, books, etc.) as an indigenous part of the story line. This paper presents an analysis of the controversy surrounding British novelist Fay Weldon's decision to accept financing from the famed Italian jewelry company Bulgari to prominently mention the firm and its products in her 2001 book, a fast-paced social comedy. The contract specified at least 12 mentions. However, in an interesting twist, Weldon decided to feature Bulgari prominently in the plot and incorporate the company name in the title. The Bulgari Connection(U.S. distributor, Grove/Atlantic) is believed by many to be “the first major novel containing paid product placement,” although other books with commercial tie-ins predate it.     

An evaluation of consumer participation in hospital breast services

Community expectations and research demonstrate that consumers play an important role in shaping services for women with breast cancer. Consumer contribution has been mandated recently in Victoria, Australia, to ensure the inclusion of consumer involvement in the planning and decision‐making processes within health organizations. As part of the redevelopment of breast services in Victoria, Southern Health has been funded to plan local improvements to care co‐ordination for women diagnosed with breast cancer in the southern metropolitan area of Melbourne. The establishment of effective consumer participation in breast services is an integral aspect of this project and a range of initiatives has been undertaken to achieve meaningful consumer involvement including the appointment of a consumer advisor; appointment of staff with extensive knowledge in women's health and community development to the project; establishment of a consumer reference group; and plans made to improve the receptivity of health service systems to consumer input. A preliminary evaluation of this ongoing project has indicated that a productive role for consumers in service practice review and policy and planning activities has been established and some change and engagement of staff has occurred. There is still work to be done to promote the involvement of a wider range of health professionals and to increase the level of trust between consumers and staff.     

Impact of the Community Reinvestment Act on New Business Start‐Ups and Economic Growth in Local Markets*

Economic growth in the United States has historically bypassed many minorities and low‐income communities. Some researchers and community advocates assert that the deterioration of these communities is in part caused by financial institutions' redlining and neglect. To rectify the situation, the government introduced the Community Reinvestment Act (CRA) for the purpose of encouraging banks and saving institutions to become more socially responsible and help meet the credit needs of communities in which they are located. The CRA was the government's response to bank lending discrimination. However, when passing the Act, Congress was equally concerned with reversing or at least halting disinvestment from inner‐city communities and in turn revitalizing local economies. Many believe that the availability of credit to establish, refinance, and improve small businesses is critical to the well‐being of local communities. Therefore, through the provision of small business loans, the CRA could be envisioned as a catalyst toward achieving that goal. Thus the aim of this paper is to investigate potential relationship between banks' CRA lending activities, and new business start‐ups and economic growth in local markets. The paper proposes that new start‐ups will have spillover effects that will consequently contribute to community development. After controlling for several potential variables that could have an impact on business start‐ups and community developments, the study found a strong positive effect. Beside its social and economic implications, the study also considered policy implications associated with the CRA regulation as a welfare improving initiative in low‐income communities. It offers ground for certain government intervention in the loan market.     

A social identity perspective of social media's impact on satisfaction with life

Social media platforms have become an (almost) obligatory part of our lives and activities. However, many disadvantages have emerged such as an increase in dependency on social media owing to addictions known as the dark side of social media. The current research seeks to understand the impact of specific aspects of this dark side, viz. social media addiction, fear of missing out, and narcissism, on self-esteem, and their links with an individual's satisfaction with life (SwL). The results of a quantitative survey (n = 260) show the salient impact of these aspects on self-esteem as well as the preponderant role of collective self-esteem in SwL. Academic and managerial implications are discussed.     

Pre‐purchase and post‐purchase satisfaction and fashion involvement of female tennis wear consumers

This study examined the relationship among pre‐purchase and post‐purchase satisfaction and fashion involvement of women who participated in tennis. As women's activities in sports, including tennis, are growing, it is necessary to investigate their clothing needs in order to meet consumers’ needs. A final sample consisted of 124 women who attended a Cortec United States Tennis Association Women's Pro Tournament. The questionnaires were personally distributed and collected during the tournament. The theoretical base for this study was the Engel, Blackwell, and Miniard model on consumer decision making. There was a positive significant relationship between pre‐purchase satisfaction and post‐purchase satisfaction (P < 0.01). There was a positive significant relationship between pre‐purchase satisfaction and fashion involvement (P < 0.001). Also, there was a positive significant relationship between post‐purchase satisfaction and fashion involvement (P < 0.001). Comfort was identified as the most important clothing attribute and fit the second most important for women to achieve satisfaction before and after purchasing tennis apparel. Seventy‐two percent of the women indicated the need for improved fit of tennis wear. Women of all ages reported garment length as a problem for each garment type. Two major reasons for not purchasing tennis clothing were high prices and inappropriate sizes.     

Managing the reputation of the banking industry after the global financial crisis: Implications of public anger,processing depth and retroactive memory interference for public recall of events

The global financial crisis of 2007/2008 devastated the reputation of the UK banking industry. This paper examines possible connections between the depth of an individual's cognitive processing of information about the banking industry's role in the onset of the crisis obtained from UK media (and elsewhere) and the subsequent extent and accuracy of the person's memory of events. Depth of processing was posited to depend on the level of an individual's feelings of anger at the banks' reported behaviour before and during the crisis and on the degree to which a person had suffered financially as a consequence of the crisis. A number of hypotheses were developed on the basis of Nabi's (1999) cognitive functional model and were tested via a survey of 413 members of the public in Greater London. It was further hypothesised that, because media coverage of the banks' involvement in the crisis was largely hostile, many members of the public attributed blame for the crisis mainly to the banks, resulting in extensive feelings of anger and hence deeper cognitive processing.     

Exploring the Importance of Gay‐friendliness and its Socialization Influences

Gay men and lesbian consumers are increasingly representing a desired target audience for brands seeking to build brand loyalty in an under‐tapped market. The existing literature on marketing to gay men and lesbians suggests that brands targeting this market should position themselves as gay‐friendly. Nevertheless, little is known about consumer perceptions of gay‐friendliness, its antecedents or the socialization processes relevant to establishing a brand's gay‐friendly claim. This paper attempts to fill this void by reporting the results of a survey of gay men and lesbian consumers. The survey assessed the factors involved in perceptions of gay‐friendliness, socialization sources and the relationship between gay‐friendly brand claims and attitudes towards the brand.     

Entrepreneurial Marketing in the Public Sector: The Lessons of Headteachers as Entrepreneurs

This article argues that headteachers of primary schools have been at the forefront of the marketing/entrepreneurship interface since attempts to introduce competitive market forces into the maintained education system. It examines primary school headteachers' marketing strategies and compares them to those of owner managers of small firms. Case studies of ten schools illustrative of a variety of provision and market conditions provided the empirical data over a five year period. The headteachers shared many of the marketing problems of owner-managers of small firms. Headteachers found that the most effective marketing strategies consisted of: i) marketing to improve relationships with existing parents, staff and governors as an essential precursor to any external marketing effort; ii) parental involvement in the school which improved the likelihood of word of mouth recommendations; and iii) influencing such recommendations by marketing to improve parental and other involvement in the school. As word of mouth is also the most important source of new business for small firms, there are opportunities for lessons from the public to the private sector.