Model explaining the predisposition to donate blood from the social marketing perspective

• The purpose of this research is to develop a model of the explanatory factors that determine the predisposition to donate blood in order to improve the effectiveness of donor recruitment and retention programs. A personal survey was conducted on a sample of 303 potential donors between 18 and 60 years old and from both sexes, who are resident in Las Palmas de Gran Canaria (Spain) and have either never donated blood or not donated in the last 3 years. The findings lead us to say that the predisposition to donate blood is positively influenced by the information that the potential donor has about the requirements to become a donor, and by the motivations to donate blood. It is negatively influenced by the inhibiting factor of fear of the extraction procedure and its after‐effects. However, prior experience as a donor and links with reference groups who are donors do not have any direct influence on the predisposition. These findings suggest that it is necessary (1) to design communication campaigns in which information and education are the goals, and which aim to make donation a habit; (2) to clarify to society the need for blood donation and to describe the process of donation in order to eliminate those inhibitors linked to fear and the perception of risks; (3) to design advertising campaigns focused on rational messages since information exercises a greater influence on the predisposition to donate than motivations linked to altruism; (4) to recommend that no great efforts be made to recapture previous donors, since experience is not a direct antecedent of the predisposition to donate but an indirect antecedent via information and (5) to stimulate word‐of‐mouth among reference groups using member‐get‐member programs whereby current donors bring new donors to the system.

Copyright © 2008 John Wiley & Sons, Ltd.     

Organ donation in India—A social marketing perspective

Organ donation is a social issue, and marketers face challenges promoting it. If factors aiding and inhibiting it are identified, it becomes easier to enhance intention of donating organs. The objective of this research is to establish the role of perceived awareness, family support, perceived individual value, and religiosity on organ donation intention (ODI). A sample of 247 respondents answered a structured questionnaire. Proposed model is mediated by organ donation attitude (ODA) and moderated by perceived risk. Findings from the study show that all the predictors are positively related with ODI mediated through ODA and perceived risk moderates the influence of ODA on ODI.     

Artists' attitudes to marketing: a cross-cultural perspective

• Although the music industry is dominated by a few global players, the vast majority of musical performances are by nonprofit organisations, self-employed musicians or small and medium enterprises (SMEs). But, while a great deal has been written about the marketing of music—distribution, branding, audience development, etc.—comparatively little is known about the attitudes of musicians themselves to marketing, despite the fact their role as both product and producer is so central to the musical experience.
• The research sets out to gain an understanding of this neglected topic by undertaking a cross-cultural analysis of musicians from two different cultures: it compares the attitudes of artists in a mature, post-industrial economy (UK) with those in a post-communist, emerging democracy (Poland). The research finds that society, culture and the economic environment appear to shape attitudes far less than art itself. Across both cultures the research discovers at best an ambivalence towards marketing, and at worst a general antipathy towards the whole notion of art-as-business.
• The implications of these findings, if replicated across other countries, other musical genres and across the arts as a whole, could be worrying. Historically, the arts have been dominated by nonprofit organisations funded at least in part by public and private subsidies, funds which are being substantially eroded in both mature economies and in developing nations. The challenge for nonprofits and SMEs in the arts, then, is about achieving some sort of engagement with business and marketing, without losing their artistic integrity in the process.

Copyright © 2006 John Wiley & Sons, Ltd.     

地区营销理论视角中的澳门未来形象

运用地区营销理论和定性研究方法,构建了澳门形象分析的基本框架,探讨了澳门未来形象的定位,认为娱乐旅游和文化旅游可作为澳门未来形象的核心概念.     

Refugee-entrepreneurship: a social capital perspective

Abstract

This paper seeks to identify the characteristics of refugee-entrepreneurial startups, which distinguish them from other immigrant entrepreneurial ventures. The author employed a single case analysis as a means of qualitative research into the phenomenon under study, from the perspective of social capital theory. A typical case of a refugee entrepreneur was selected based on his propensity to tell his story in a way that transparently reveals the various peculiarities of his entrepreneurial behavior. The case study involved the use of interviews with key individuals, the review of printed materials, and member checking. The findings revealed five distinctive attributes that characterized that startup and which corresponded to the three dimensions of social capital. Those attributes were: a ‘one-way-ahead’ attitude, a pseudo family business perception, collective bootstrapping, a distinct network structure, and opportunity-seizing proliferation, thereby depicting how social capital is used by refugee-entrepreneurs to maximize the pool of opportunities in their host nations.     

A short note on entrepreneurship as method: a social enterprise perspective

Recent work by Sarasvathy and Venkataraman (Entrepreneurship Theory and Practice, 113–135, 2011) suggest that entrepreneurship may offer an alternative to the scientific method in solving some of the increasingly complex problems facing modern society. This paper adopts an entrepreneurial method framework to explore how social enterprises (SEs) can more efficiently and effectively provide goods and services to the needy. SEs have the potential to improve efficiency and effectiveness by innovating new products, processes, strategies, and/or business models to better meet their beneficiaries’ needs. Three case studies of SEs are used to explore the process and the outcomes of the entrepreneurial method. In addition, propositions are developed to illustrate the social and economic performance advantages of SEs and offer managerial implications for enhanced practice.     

TV viewing and physical activity: a segment analysis for social marketing

• Elevated television viewing and physical inactivity promote sedentary behavior, leading to obesity. Yet, modifying the behavior has received a limited academic investigation. Thus, the purpose of this exploratory study is to develop segments relating to such behavior, and propose TV viewing‐reduction and physical activity‐enhancing strategies for the various segments.
• Using data from a mall, the multiple regression and analysis of variance (ANOVA) led to the identification of four segments: alert, inactive, action, and ideal. Results indicate that those engaged in physical activity appear to watch less TV, and that age and gender do not have a significant impact on TV viewing. The managers can use the findings, segments, and strategies to create appeals for target social marketing.

Copyright © 2007 John Wiley & Sons, Ltd.     

Staffing marketing positions during global hyper-competitiveness: a market-based perspective

As organizations globalize their operations, there appears to be an imperceptible shift in focus from internal tangible resources to those of external intangible relational resources; in other words, economies of scale appear to being replaced by economies of global scope. The strategic implications of this swing in the importance of resource bases can also have a significant impact on the international human resource management area. Identifying managers with local market knowledge and contacts becomes a critical consideration in the selection process. Maintaining on-going personal relations in foreign markets also helps to cement inter-organizational relationships such as strategic alliances. In the ‘think global, act local’ relational networks of global business, inpatriate managers appear to have the necessary characteristics of both organizational trust and local tacit knowledge to be effective global managers.     

Threat appeals in social marketing: death as a ‘special case’

Death is commonly used as a threat, both by fear-appeal researchers and by social marketing and health promotion practitioners (eg ‘Quit smoking or you'll die’). Fear (or threat) appeal researchers have frequently used death to arouse fear, and particularly in the ‘high’ fear condition. It is argued here that death is a ‘special case’ threat, and that the introduction of death in high fear conditions is a confounder in that death is a qualitatively different negative outcome from the non-death negative outcomes used in low fear conditions. The use of death in threat appeals requires attention in its own right for a number of reasons. First, death will occur eventually regardless of the message recipient's behaviour. Hence, messages that threaten death may arouse defensive responses in the target audience (eg ‘you've got to go sometime’), and unresolvable anxiety in the general population. Secondly, death can vary on a number of attributes (eg age at death, sudden versus prolonged, etc), and, while most threat appeals imply premature death, few studies have made this point explicit. Thirdly, the fear of death is multidimensional and some dimensions are more readily acknowledged as fearful than others. For example, a threat specifying the effect of one's death on loved ones might have more impact than a threat of death to oneself. Fourthly, people may fear death differently, or, for religious or other reasons, may not fear death at all. Furthermore, there may be age and gender differences in response to threat appeals using death. It is concluded that systematic research is required to determine whether and for whom death threats are effective. Copyright © 1999 Henry Stewart Publications     

中小企业的两种营销战略

长期以来,我国中小企业在推动国民经济发展,保持市场繁荣、增加财政收入,促进劳动就业和维护社会稳定等方面发挥着非常重要的作用,是国民经济必不可少的重要组成部分.由于中小企业经济效益差,技术力量不足,水平较低,难以和大企业进行正面的直接竞争和抗衡,否则无异于"以卵击石".     

Infotorials as a charity marketing weapon

A feature of the development of charity marketing over the last decade has been the increasing use for promotional purposes of human interest press stories prepared by charity employees and published in newspapers and magazines. These ‘infotorials’ follow the editorial style and layout of the host publication and present information about a social or medical problem in a readable and entertaining way. They are read in the same frame of mind as surrounding items, but their source is not revealed (as would be necessary for an orthodox commercial advertorial). This paper outlines the results of a survey of 45 charities known to employ infotorials for marketing communications, focusing on placement policies, management and evaluation, and respondents' perceptions of the benefits involved. Three clusters of charities engaging in the practice became apparent, differing mainly in the degree to which infotorials were seen as a means for gaining competitive advantage over rivals rather than for disseminating information about a charity and its work.     

Linking environmental management practices and organizational citizenship behaviour for the environment: a social exchange perspective

This paper reports a field study on the relationship between environmental management practices and organizational citizenship behaviour for the environment via exchange process (i.e. perceived superior support, perceived organizational support and employee commitment). Results from a survey conducted with 407 employees from several organizations suggest that employee is more likely to make extra environmental efforts if he/she perceives that the organization supports his/her supervisor by granting him/her the decision-making latitude and necessary resources to engage in pro-environmental behaviour.     

The Flemish customer contact centre for public information from a marketing and management perspective

This paper describes the Flemish customer contact centre for government information (‘the Flemish Infoline’) as an example of marketing in the public sector. First it defines the term ‘customer contact centre’ and describes the objectives and main characteristics of the Flemish Infoline. It then identifies the three reasons for setting up the Flemish Infoline in 1999: the complicated Belgian institutional landscape; the unprofessional telephone traffic handling and service; and the lack of knowledge about citizens' information needs. Finally, the paper applies Kotler's 4 Ps concept to the case, and puts the relevant stages from Lees‐Marsh‐ment's political marketing orientations into one integrated scheme in order to understand the functioning of the Flemish Infoline. Based on the literature and on an in‐depth interview with the project head of the Flemish Infoline, the authors demonstrate that marketing techniques can be used in contact centres for public information, but they also illustrate some important differences from those in the forprofit sector, such as the available amount of customers' personal data, the level of call operators' skills and the degree of heterogeneity of the questions. Further research on information needs and contact centres, and providing one ‘umbrella’ contact centre for government information in Belgium are recommended. Copyright © 2003 Henry Stewart Publications     

The nature and influence of motivation within the MOA framework: implications for social marketing

• Social marketers acknowledge that to achieve optimum programme outcomes, identification and targeting of the non-conforming cohort is paramount. This article discusses the application of the social marketing framework, motivation, opportunity and ability (MOA) with a particular focus on the motivation aspect of the model. Motivation is considered from the perspectives of intrinsic and extrinsic motivation.
• Previously, the degree or level of motivation has been used in the operationalisation of the motivation construct, while in this paper the type of motivation is used as the basis for the construct. The construct is then applied to an environmental land management study, namely a rabbit control programme.
• Specifically, the aims of this paper were to further develop the MOA constructs, with a particular focus on motivation, including intrinsic and extrinsic motivation, to develop an understanding of the factors that are associated with ineffective behaviour and to develop a model to predict effective/ineffective control behaviour.
• Scales were developed to enable a study of the relationship between the MOA constructs, including intrinsic and extrinsic motivation, and the respondents control behaviour. Data were collected from a random sample of 566 respondents who were involved in the control programme. Using ANOVA and MANOVA techniques, significant differences were found between those landholders that exhibited effective control and ineffective control with regard to all MOA constructs.
• A multinomial logit (MNL) regression model was then developed to predict behaviour. This model showed that ability and intrinsic motivation were significant predictors of behaviour. The estimated model was able to predict recalcitrant landholders with 98% accuracy. The results of this study therefore provide a significant contribution to social marketing as it is the recalcitrant cohort that social marketers wish to understand and whose behaviour they frequently attempt to rectify in order to achieve stated social and/or environmental objectives. The implications for related social market theory, policy development and environmental management programmes are discussed.

Copyright © 2006 John Wiley & Sons, Ltd.     

Knowledge-sharing in R&D departments: a social power and social exchange theory perspective

Sharing knowledge in an R&D team is one of the crucial ways of sustaining a competitive advantage. According to the social power theory, managers have five types of power to influence subordinates' behavior (French and Raven 1959 French, J. and Raven, B.H. 1959. The Bases of Social Power. Studies in Social Power, Ann Arbor, MI: Institute for Social Research.  [Google Scholar]). This study examines managers' social power influencing R&D employees' knowledge-sharing behavior. The empirical model formed two nested models, one to assess the direct effect of managers' social power on employees' knowledge-sharing behavior, and the other to examine the indirect effect of using the mediated variable of trust.

Data gathered from 105 R&D employees were employed to examine the relationship. The results indicate that manager's reward power and expert power have direct effects, while reference power and expert power have indirect effects.     

The school as a social system: Indicators for change

In systems analysis, the school may be viewed as a functionally differentiated subsystem of the broader social system in which it is embedded. To maintain a viable relationship with that social system, the school is subject to continual changes to meet the shifting social, economic, political, and technological forces in its environment. However, the more successful the school organization is in assessing accurately changing environmental forces, and in making appropriate adjustments to those forces, the more successful will it be in resisting temporary pressures and transitory movements and in controlling its own directions.

A major research problem is to identify those organizational properties that enable the school to assess accurately new demands and to adjust appropriately to those demands. Theoretically, those properties might be expected to include: (1) operationalized statements of instrumental goals; (2) a work structure that involves interdependence in task performance; (3) participation in decision making; (4) an incentive system that utilizes performance criteria rather than expressive relationships; (5) personnel practices that encourage a cosmopolitan orientation; and (6) institutionalized provisions for change advocacy.

The specification of the relationships among these properties, or variables, and the determination of means for assessing them quantitatively, are tasks that remain to be accomplished.     

Leveraging the employee voice: a multi-level social learning perspective of ethical leadership

Extending social learning theory to a multi-level perspective, this study proposes a theoretical model that investigates both individual and team-level mechanisms that mediate the effect of ethical leadership on employee voice. Specifically, in terms of an individual-level social learning perspective, we suggest that an ethical leader acts as a prototype of a moral person (i.e. an ethical role model). From a team-level social learning perspective, we propose that, as a moral manager, team ethical leadership will foster an ethical climate within the team which will create a moral context that impacts employees’ behaviors. In both instances, employee voice behaviors will be enhanced through these mechanisms. Evidencing the importance of the interaction between leader behaviors and context for leader effectiveness, we also show that employees are more likely to regard their ethical leaders as ethical role models in a team that highly values ethical conduct (i.e. high in ethical climate). Results obtained from 47 managers and 211 subordinates in China support our theoretical model. The theoretical and practical implications of our findings are also discussed.     

HRM implementation by multiple HRM actors: a social exchange perspective

Abstract

In this study, we understand HRM implementation as a social process that depends on the social exchange relationships between line managers and both HRM professionals and employees. As such, we offer a fresh approach to understanding HRM implementation by concentrating on the social exchange among HRM actors. We do so by investigating to what extent these exchange relationships influence HRM implementation, as reflected in employees’ perceptions of the presence of HRM practices and their affective commitment. We collected multilevel data from two sources (line managers and employees) and in two phases in a Dutch engineering firm, and obtained fully matched manager – employee information from 75 employees and 20 line managers. Our results show that employees perceive a larger number of HRM practices when they have a good relationship with their line managers and when their line managers are motivated to implement HRM practices. Line managers, in turn, reciprocate perceived support from the HRM department with greater motivation to implement these practices. We conclude that because HRM actors engage in social interactions, HRM practices will be implemented at the organizational level because employees perceive the presence of HRM practices and then reciprocate this with affective commitment.     

Motivation for alumni donations: a social identity perspective on the role of branding in higher education

• As a result of decreasing government funds and increasing competition, institutions of higher education have propelled themselves into business practices such as branding. Despite the growing literature on branding in higher education, there is little research on the relationship between alumni donor motivations and the university brand. This study explores donor motivations from social identity and self‐congruity theoretical perspectives. The authors used zero‐inflated negative binomial regression to assess the relationship between identification and count of donations. The results showed that if the level of identification with the university increased, the expected number of donations would also increase. The study further assessing the “zeros” (non‐donors), the results suggested that if an alumnus were to identify with the university, he would be 43% less likely to be “certain zero” (definitive non‐donor) and would find a way to give money. Additionally, the authors analyzed responses about why alumni donate and why they choose not to donate. The authors offered observations on the basis of respondent commentary and also raised the question of what happens when university branding efforts conflict with the perceptions of a large stakeholder group such as alumni.

Copyright © 2014 John Wiley & Sons, Ltd.