Exploring the resources associated with consumer vulnerability: Designing nuanced retail hardship programs

Retailers across a variety of sectors offer hardship programs to assist consumers who are experiencing vulnerability. Hardship programs are typically designed as a ‘one-size-fits-all’ approach, viewing consumer recipients as one homogenous group. To investigate the resources associated with consumer vulnerability, we thematically analyzed reports from 20 government-funded projects in Australia which directly assisted 32,498 low-income households in the energy retail sector. Our findings reveal three resource ‘bundles’: connections-resource-bundle, convenience-resource-bundle and security-resource-bundle. We then provide recommendations for retailers and service providers on what they can do to alleviate hardship for consumers within each resource-bundle.     

A conversational approach to consumer vulnerability: performativity,representations, and storytelling

ABSTRACT

This conceptual article provides a conversational analysis of consumer vulnerability, which unveils how vulnerability is made through conversations and interactions among actors holding different market power positions. Three types of conversations prove fruitful to pursue a transformative research agenda improving vulnerable consumers’ well-being: (1) performativity, which unpacks agency and finalism in conversations; (2) social representations, which reveal uneven power positions and normativity expressed by participants in a conversation; and (3) storytelling, which reveals alternative and more powerful persuasive mechanisms of conversations framed as stories. Illustration for these types of conversations comes from extensive review of the literature on consumer vulnerability and from a critical consideration of my life-as-researcher with consumers as varied as gays, homeless people, migrants, second-generation immigrants, and subcultures of consumption.     

Understanding the vulnerability of blind consumers: adaptation in the marketplace,personal traits and coping strategies

ABSTRACT

The purpose of this article is to examine the vulnerability perceived by blind consumers in the marketplace. By analysing the narratives of 16 people that have acquired blindness, we develop an understanding of the internal and external factors that affect their degree of vulnerability and identify their coping strategies. Data analysis consisted of content interpretation and a search for the meaning of the particular experiences, events and states reported by the respondents. Results show how emotional well-being, consumption-facilitating social support, acceptance, autonomy and perceptions about marketplace difficulties all relate to coping mechanisms.     

Unpacking the interplay between organisational factors and the economic environment in the creation of consumer vulnerability

ABSTRACT

Access to credit is a key enabler of modern life. Yet many consumers face factors beyond their control which sometimes render them unable to borrow from mainstream lenders. This paper documents how firm-related factors determine lending thresholds and shape who is, or is not, a creditworthy customer. The impact of the 2008 economic recession on lending decisions is explored, an aspect that has been insufficiently discussed even though recessions are cyclical events. Drawing on semiotics and using multiple case studies, the study captures not only the groups that were excluded but also the reasons for exclusion. Empirical support is offered for the notion of vulnerability as a fluid state and the role of the timing of decisions as a source of vulnerability is described.     

Industry and agency views of social media: Issues implementing dialogic communication

The technologies and culture of social media present issues for organisations implementing dialogic communication. The ubiquity of social media and the dialogic nature of communications in the digital age are raising awareness of the necessity of a total stakeholder approach to integrated communications. Yet, while the Marketing discipline argues that dialogic communication represent communication par excellence, this research finds that implementing a total stakeholder approach to dialogic communication is proving to be extremely elusive for many organisations exploring social media applications. The empirical findings of this research explore how marketing and communications professionals from a diverse range of industry and agency role contexts view social media, and presents issues that organisations face in implementing dialogic communication. It is suggested that these implementation issues inhibit the ability of organisations to move beyond ‘control’ and implement a total stakeholder approach to social media for dialogic communication that can engage with an organisation's stakeholders to gain their support.     

Partner or supplier: An examination of client/agency relationships in an IMC context

There is growing evidence from practitioners that the advertising industry is in a state of crisis. As campaigns become more integrated and multi-disciplinary, the relationship between advertising agencies and clients is being tested to its limits and is presently considered to be at an all-time low. Agencies feel less valued and are being excluded from C-suite discussion. Clients feel that agencies do not appreciate the changing landscape and how the customer experience is now key. Both sides recognise the need for more trust and collaboration. This study applies the agency theory and the social power theory to understand the pressures that the relationship is under. It looks for evidence that IMC is creating a movement away from a business alliance relationship by comparing qualitative data collected from both agencies and clients, using NVivo to identify themes. The findings identify four themes which illustrate this shift towards a supplier relationship: the client ownership of the customer journey, the lack of a strategic role of agencies, the challenges of agency collaboration and difficulties of agency specialisation.     

Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust

Retailers often face pressure from stakeholders to address social and environmental issues. The purpose of this study is to investigate the influence of retailer corporate social responsibility (CSR) on consumers' perceptions and behavior. Drawing on the theoretical foundations of social identity theory and signaling theory, this study presents and validates a unique model which examines the mediating effects of perceived consumer effectiveness and consumer trust on the relationship between retailer CSR and consumer citizenship behavior. Using a sample of 407 consumers in China, results of structural equation modeling show that retailer CSR is positively associated with consumer citizenship behavior. Additionally, perceived consumer effectiveness and consumer trust positively mediate this association. Taken together, these findings provide support for retailers to develop CSR programs that remind and reinforce consumers’ perceptions about socially responsible behaviors.     

Road bowling in Ireland: social space and the context of context

ABSTRACT

Consumer research has offered a multitude of understandings of space. While these insights have contributed both to absolute and relativistic appreciations, the discourse has tended more often towards absolute representations. Through an examination of Irish road bowling, built from a four-year ethnography, we position Henri Lefebvre’s triadic model of social space as a heuristic device that may be used to further relativistic representations of space. In doing so we expose how Irish road bowlers produce space on public roads. We find that such space and the actions of road bowlers within it are deeply influenced by both historic and contemporary socio-cultural discourses. In this way, we highlight how Lefebvre can be used to get at the context of context and offer an alternative understanding of normative and existential communitas.     

Exploring the Effect of Store Characteristics and Interpersonal Trust on Purchase Intention in the Context of Online Social Media Marketing

This article explores the effect of store characteristics and interpersonal trust on formation of attitude and intention to purchase from online stores in the context of online social media marketing. Store Brand Knowledge, Store Reputation, Perceived Store Size, and Perceived Store Risk have been considered as antecedents of trust. Based on existing literature, a conceptual model is proposed and empirically tested with a sample (n = 424) of online social media users with the help of partial least square path modeling. This study is among the very few empirical investigations done in the context of trust in online social media marketing and focuses only on consumer-perceived store-controlled factors as antecedents of trust.     

Selling trust in cyber space: social networking service (SNS) providers and social capital amongst netizens in South Korea

Abstract

Apart from excessive bonding amongst co-ethnics, social capital studies have sparsely discussed the negative effects of social capital, including excessive collective actions towards downward social mobility (e.g. imprisonment of social and political elites). As Bourdieu has noted, social capital can conflate problems of upward social mobility through various glass ceilings in the reproduction of elite power groups. However, it is also important to notice that less fortunate groups can debunk the dominant elite social network by participating excessively in social networking service (SNS) platforms, where they exchange distorted information about the elites to organize collective actions towards their downward social mobility. Gleaned from the recent cases of ferry sinking and candlelight vigilance in South Korea, SNS providers can sell trust in cyber space that can be easily transformed into social capital for collective character assassinations, political demonstrations, and economic sabotages at workplace. Based on the big data gathered from Naver, one of the leading SNS providers in South Korea, we find that Naver provides SNS users with a rare opportunity to encounter myriad opinion groups who will over time converge into one or two similar opinion groups that can be easily mobilized towards collective actions. Selling trust in cyber space on the internet and mobile devices is a unique commercial development in South Korea and its neighbouring countries, including Japan and Taiwan.     

Conceptualizing and measuring consumer social responsibility: a neglected aspect of consumer research

Despite the availability of extensive research on a wide range of consumer‐related areas, some socially sensitive consumer issues have still remained relatively unexplored. Since literature review revealed a gap in the conceptualization of consumer social responsibilities, this article conceptualized, developed and validated a measurement scale for consumer social responsibility (CnSR), using a rigorous methodology suggested in the scale development literature. The study responded to the scholarly calls for further research in this area. Using a total sample of 491 respondents (53 respondents for pilot, 207 for exploratory survey and 231 for confirmatory survey), the study proposed a six‐dimensional measurement scale for CnSR, including: (1) social impacts, (2) solidarity, (3) critical appraisal, (4) supporting business growth, (5) environmental impacts and (6) action. It is argued that with ever growing impacts of corporate social responsibility on business practices, the validated measurement scale will contribute to the advancement of research in this nascent consumer area.     

Predicting consumer behavior with two emotion appraisal dimensions: Emotion valence and agency in gift giving

Decades of emotion research have demonstrated the unique influences of many specific emotions on consumer behaviors. These countless numbers of emotion effects can make it difficult to understand the role of emotions in consumer behavior. The current research introduces a parsimonious framework that can predict the effects of emotions on the consumer behavior of gift giving with just two appraisal dimensions: valence and agency. A series of studies examining gift giving reveals that positive emotions exert positive effects on gift giving, independent of their agency. In contrast, agency does predict the effects of negative emotions on gift giving. Negative self-caused emotions increase gift giving, whereas negative other-caused emotions decrease gift giving. These findings seem to hold for inactive and active emotions, and for uncertain and certain emotions. Together, these findings make a unique theoretical and empirical contribution to the understanding of emotions in gift giving. Moreover, it provides a pragmatic framework for both academics and practitioners.     

Differentiated consumer forgiveness for different corporate social irresponsibility domains: The moderating role of corporate reputation and patriotism

The extant literature has generally overlooked the differentiated consumer forgiveness regarding corporate social irresponsibility (CSI). Motivated by this, we introduce the construct of patriotism and propose a model (applicable to domestic enterprises in China) to investigate the moderating effect of patriotism and corporate reputation on the relationship between CSI domains (must-be and attractive) and consumer forgiveness; and such effect is mediated by moral judgment. An experiment that uses 483 actual consumers in China as participants was conducted. We find that the must-be CSI has a greater negative impact on consumers than the attractive CSI, and consumers are less likely to forgive the must-be CSI. Meanwhile, moral judgment plays a mediating role in the differential effects of different CSI domains on consumer forgiveness. In addition, high corporate reputation has a buffer effect on both CSI domains for consumers with high patriotism, and has a boomerang effect on the must-be CSI and a buffer effect on the attractive CSI for consumers with low patriotism.     

Persuasive social approval cues in print advertising: Exploring visual and textual strategies and consumer self-monitoring

This study focuses on exploring the persuasion effects of social approval cues in both visual and textual formats in print advertising. It also examines the moderation role of a consumer dispositional factor – self-monitoring orientation – on the effectiveness of visual and textual cues. Through a controlled experiment involving four versions of a fictitious ad, this study demonstrates that social approval cues in either visual or textual format can significantly increase consumers' brand evaluation and purchase intention. Furthermore, it shows that the effectiveness of social approval cues can vary across different combinations of visual and textual presentations, either enhancing or diminishing the overall persuasion outcomes. These observed effects of social approval cues occur only for high self-monitors, but not for low self-monitors. Theoretical and practical implications are discussed in relation to advertising strategies and research.     

When social intrusiveness depletes customer value: A balanced perspective on the agency of simultaneous sharers in a commercial sharing experience

A major pattern of non‐ownership consumption is “simultaneous sharing,” whereby customers simultaneously share the same resource in either a virtual or physical setting. However, little research examines the actual value that consumers derive from such a group‐based commercial experience. By integrating the literature on customer value and the psychology of autonomy, this study proposes a theoretical model of the simultaneous sharing experience that balances the benefits and social intrusiveness of sharer agency. Based on data that were collected from members of a collaborative platform dedicated to flat sharing and analyzed through structural equation modeling, social intrusiveness is found to be a pervasive phenomenon that strongly impairs customer satisfaction, whereas communal benefits, as reflected by enjoyment, companionship, informational guidance, and emotional support, enhance it. As a major antecedent of both communal benefits and intrusiveness, perceived homophily nourishes satisfaction, however, customer age may reduce the buffering influence of perceived homophily on intrusiveness, whereas an additional positive effect on communal benefits is associated with the sharer social integrative motive. We discuss the implications of this study for customer experience and commercial sharing consumption research.     

Understanding drivers and outcomes of lurking vs. posting engagement behaviours in social media-based brand communities

ABSTRACT

Social media-based brand communities (SMBBC) are ideal tools to develop Consumer Engagement (CE). Yet, brands do not fully understand whether members are really loyally engaged with the brand and uncertainties remain regarding SMBBC return on investment. Therefore, our aim is to understand what drives CE within SMBBC, to relate it to different CE behaviours and to study its impact on brand loyalty. Data from 213 Facebook users was analysed using PLS-SEM. The study concludes that the drivers for passive/lurking and active/posting behaviours differ and vary according to brand type, with the former revealing a stronger positive association with brand loyalty than the latter. This study also provides valuable insights into CE literature and to brands holding SMBBC, helping them to successfully develop social media strategies.     

Measuring Corporate Social Performance in France: A Critical and Empirical Analysis of ARESE Data

This article studies the idea of Corporate Social Performance (CSP) from a critical perspective using empirical elements derived from analysis of year 2000 ARESE data. ARESE is the French first mover social rating agency providing quantified data about the Social Performance of French companies. The paper starts out by reviewing leading CSP models and discussing problems inherent to the measurement of this construct before going on to present and analyse ARESE data - whose suitability for existing models will be discussed.     

Gender in international business journals: A review and conceptualization of MNCs as gendered social spaces

The paper reviews 105 contributions published in journals pertinent to the field of International Business (IB) between 1991 and 2014 and details four main conceptualizations of gender: how women are compared against men, how gender is treated as a control variable and a cultural macro variable, and how gender is 'done' in international organizations. The review reveals that positivist epistemological assumptions dominate the IB field and that the current understanding of gender is limited. To advance the research, the paper develops the notion of MNCs as gendered social spaces and explains why the IB field would benefit from a more nuanced understanding and incorporation of gender relations into its analyses and discussions. The paper outlines theoretical and methodological advances associated with the reconceptualization of MNCs as gendered social spaces.     

Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies

Service failures, once handled quietly by customer service departments, are now played out on a highly public social media stage. These failures can result in not only the loss of a loyal consumer but also can negatively affect relationships with those watching the dialogue between disgruntled customers and organizations. The phenomenon of seeking resolution to service failures online is distinct from both traditional word-of-mouth and voice behaviors. This article introduces social voice: public complaining behavior that aims to change the behavior of the organization. A qualitative methodology defines eight dimensions of social voice and categorizes them by the strength of the relationship to the organization. Results indicate that appropriate response strategies differ based on social voice segment.     

Exploring the drivers of customer engagement behaviours in social network brand communities: towards a customer-learning model

Customer learning is regarded as a process that alters either individual cognition or the outcomes of socialisation. Understanding how the learning process works enables a brand firm to identify a customer’s latent needs. Prior studies have primarily focused on effectively positioning brand knowledge in the minds of customers, but that linear learning process does not apply to the interactive and proactive social media setting. Based on the uses and gratifications perspective, this study proposes a customer-learning model and analyses 373 online questionnaires using partial least squares structural equation modelling. The empirical results confirm that learning motivation and collaborative learning are two core components of customer learning that have positive influences on satisfaction, which in turn has a positive influence on customer engagement behaviours (CEBs) and loyalty. In addition, learning motivation is the driver of collaborative learning. Finally, CEBs also have a positive influence on loyalty. This study also concludes that the social network brand community is an informative customer-learning platform that is characterised by interactivity, collaborative learning and co-creation. Theoretical and managerial implications are also discussed.