Competing Voices: Marketing and Counter-Marketing Alcohol on Twitter

Excessive alcohol consumption constitutes a global health problem, and despite increasing efforts to promote safe drinking, spending on alcohol advertising far outweighs spending on safe-drinking messages. Twitter represents a new channel for social marketing, but its use to promote safe drinking has not been examined. In this study, six Twitter accounts maintained by advocates of safe drinking and/or abstinence were compared with six accounts maintained by alcohol companies using a mixed-method design. The Twitter accounts of alcohol companies were followed by more people, and their tweets were more likely to use interactive features such as hashtags, to be forwarded to others, and to be associated with positive stimuli, suggesting greater interactivity and influence than prohealth Twitter messages. The results suggest social marketers may benefit from adopting the practices of for-profit marketers to increase the visibility of, engagement with, and influence of their tweets.     

‘Retweet for a Chance to…’: an analysis of what triggers consumers to engage in seeded eWOM on Twitter

Twitter provides an important channel for brands to seed electronic word of mouth (eWOM) by followers retweeting brand messages, but prior research has not established a theoretical framework for how brands can maximise eWOM. This study presents and tests a theoretical model incorporating interactive, textual and visual tweet features to predict eWOM, using tweets by leading brands from three industries. Industry was found to be an important moderator of the effect of tweet features; after controlling for the reach and frequency of tweets, hashtags, retweet requests and photos were consistently associated with a higher retweet rate across industries, but the effect of URL links, non-initial mentions and video varied across industries, in some cases decreasing the retweet rate. Implications for research and practice are discussed.     

Estimating the incidence of wrongdoing and whistle-blowing: Results of a study using randomized response technique

Student cheating and reporting of that cheating represents one form of organizational wrong-doing and subsequent whistle-blowing, in the context of an academic organization. Previous research has been hampered by a lack of information concerning the validity of survey responses estimating the incidence of organizational wrongdoing and whistle-blowing. An innovative method, the Randomized Response Technique (RRT), was used here to assess the validity of reported incidences of wrongdoing and whistle-blowing. Surprisingly, our findings show that estimates of these incidences did not vary significantly when RRT questionnaire results were compared to those obtained from standard surveys. In fact, a large number of business undergraduates admitted cheating while only a small percentage reported peers' cheating when they observed it. These results should be sobering for managers and their implications are considered in some detail.Brian K. Burton is a doctoral student in strategic management as well as managing editor ofBusiness Horizons, the interdisciplinary business journal published by Indiana University. His research interests include business ethics, stakeholder analysis, corporate political activity, and nontraditional approaches to management.Janet P. Near is Professor and Chairperson, Management Dept., and Adjunct Professor, Sociology Dept., Indiana University. Her research interests include: (a) whistle-blowing in organizations and (b) the relationship between work and non-work domains of life, focusing especially on the correlation between job satisfaction and life satisfaction. She has published several articles on these topics and, with Marcia Miceli, a book on whistle-blowing.     

Devaluation,long-term contracts and rational expectations

This paper considers the effects of devaluation and expected devaluation on output, prices and foreign exchange reserves in a small open economy with overlapping two period wage contracts and rational expectations. A devaluation has an expansionary effect on output provided it is unanticipated by at least some contracts when it occurs. Expected devaluations, however, have no effect on prices until they take place. If a devaluation is expected, but fails to take place, output is reduced. Reserves increase in response to all devaluations; but the expectation of a devaluation causes a loss of reserves prior to its expected date.     

CONSUMERS‘ DECISIONS WHETHER OR NOT TO PURCHASE MEAT: A DOUBLE HURDLE ANALYSIS OF SINGLE ADULT HOUSEHOLDS

Limited dependent variable models are employed to determine factors influencing UK household meat purchase behaviour. The standard Tobit approach is rejected. “Double hurdle” models, specifically the Cragg and Complete Dominance versions, provide a better representation of the factors that influence the separate decisions of participation and expenditure levels. Key results show that employment class and adult gender are significant determinants of participation but not expenditure; income affects both decisions but in opposite directions; education affects expenditure alone.     

Expert judgements and community values: preference heterogeneity for protecting river ecology in Western Australia

Western Australia's Swan River is a complex asset providing environmental, recreational and commercial benefits. Agencies responsible for its management rely extensively on advice from experts, whose preferences may or may not align with those of the community. Using a choice experiment, we compared public and expert preferences for managing the river's ecology and tested the application of budget‐reallocation and personal‐cost payment vehicles. The results indicate that the budget‐reallocation method is a suitable payment vehicle for public and expert samples, although there are some differences to the more traditional personal‐cost vehicles because of different trade‐offs involved. Modelling revealed heterogeneity in preferences. Expert and public preferences were statistically different from one another at the mean, but a significant amount of heterogeneity existed in the populations sampled. The differences in preferences across both public and expert groups suggest that the measurement of public values for the environment is still an important part of the management process, even when experts are providing advice.     

Sustainable agricultural intensification practices and cost efficiency in smallholder maize farms: Evidence from Ethiopia

Sustainable agricultural intensification (SAI) practices have been promoted in developing countries to improve farm productivity and environmental services. However, it is still unclear whether use of a combination of SAI practices has a significant influence on the cost efficiency of smallholder farms. This study investigates whether the cost efficiency of smallholder maize producers in Ethiopia depends on use of input-augmenting and agronomic SAI practices. Stochastic cost frontier models that account for heterogeneity across farms are used for estimation. We find that the use of individual SAI practices increases cost while the combined use of the practices reduces it. The marginal effect on cost reduction is substantial when SAI practices are set at their sample maximum levels. Overall, the results demonstrate the benefit of using a combination of SAI practices in minimizing production cost while addressing the adverse effects of soil degradation and climate variability. To enhance food security, smallholder farm incomes and the sustainability of production in developing countries, policy programs should focus on promoting packages of input-augmenting and agronomic SAI practices.     

Economic valuation of recreational fishing in Western Australia: statewide random utility modelling of fishing site choice behaviour

Allocation of fish resources is a controversial subject. This is partly because of our limited understanding of the values of fishing opportunities. This study investigates fishing site choices in Western Australia using national survey data covering eight major fishing regions and forty‐eight fishing sites. We estimate a random utility model (RUM) of site choice with a supporting negative binomial model of angler‐specific expected catch rates. Value estimates for fish types, fishing site attribute changes and access values are presented and discussed.