• Asia Marketing Journal
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• v.19 no.2
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• pp.25-43
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• 2017

This paper addresses the central issue of whether it is effective for a firm to discourage the purchase of its own product in order to support a social cause. The objectives of this study were: a) to examine whether a cause-related self-prevention ad would stimulate more positive evaluations compared to promotional ad, particularly when the product category is more negatively socially accepted; and 2) to determine if a negative attitude toward the product could induce a boomerang effect of a selfprevention ad. Results from three experiments revealed that socially responsible prevention campaigns against firm's own product may be more effective for the product category negatively associated with social concerns or welfare. If products are more limited in the social context, communications of product prevention are beneficial to improve the public image of the brand. However, the self-hurting approach may be inappropriate for potential customers who currently possess a strong negative attitude toward the product.

• Asia-Pacific Journal of Business
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• v.15 no.1
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• pp.131-143
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• 2024

Purpose - The purpose of this study was to analyze cases of big data-driven business in the financial industry, focusing on organizational structure and business processes using big data in banking industry. Design/methodology/approach - This study used a case study approach. To this end, cases of two banks implementing big data-driven business were collected and analyzed. Findings - There are two things in common between the two cases. One is that the central tasks for big data-driven business are performed by a centralized organization. The other is that the role distribution and work collaboration between the headquarters and business departments are well established. On the other hand, there are two differences between the two banks. One marketing campaign is led by the headquarters and the other marketing campaign is led by the business departments. The two banks differ in how they carry out marketing campaigns and how they carry out big data-related tasks. Research implications or Originality - When banks plan and implement big data-driven business, the common aspects of the two banks analyzed through this case study can be fully referenced when creating an organization and process. In addition, it will be necessary to create an organizational structure and work process that best fit the special situation considering the company's environment or capabilities.

• Journal of Digital Convergence
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• v.11 no.8
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• pp.65-73
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• 2013

Outcome of election depends on which candidate of politics uses more original and creative idea for Ads and PR of election in election campaign strategy of political campaign. Especially, since political Ads and PR are the ways of capturing voters' sensitivities with one line of copy(slogan) and one image, Ads and PR are very important. This research analyzes unique and creative trend of political campaigns which are used in each unit election which is held four times(2010. 6 2 local election, 2011. 10 26 by-election, 2012. 4 11 general election, 2012. 12 19 presidential election) during 2010~2012. For analysis, search analysis of text and image used in video, internet, booklet type of Ads and PR material for election, and election campaign. Video is used in election campaign during election period. Unique and creative political campaign is customized micro-marketing election strategy trend which tries to fit for tendency of backing including gender, age group, social atmosphere, etc. This research excludes the degree of success of this election strategy from subject of analysis.

• The Journal of Industrial Distribution & Business
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• v.10 no.7
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• pp.49-58
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• 2019

Purpose - Previous studies on the influence of appeal types of advertising messages on pro-social behavior have shown inconsistent results. The purpose of this study is to examine whether the appeal type of advertising affects consumer's prosocial behavior. In particular, the authors investigated whether the social exclusion moderates the relationship between the appeal type of advertising and prosocial behavior. Research design, data and Methodology - To verify the hypothesis, two experimental study were conducted. The experimental study was 2(appeal type : self-benefit vs. other-benefit) by 2(social exclusion : being ignored vs. being rejected) between-subject design. Participants were randomly assigned to one of four conditions. The experiment was conducted using a computer. First, the participants was exposed to the advertising image used in the social campaign, and then responded to questions about social behavior. The participants completed the experiment after further responding to the item for manipulation check and demographic measure. The experiment took about 10 minutes in total. Results - In Study 1, a global warming campaign with participation intention variable, other-benefit ads rather than self-benefit ads drive consumers who feel socially rejected to be more willing and likely to participate, but consumers who feel socially ignored are more likely to participate the campaign in self-benefit ad than other-benefit ad. Study 2 replicates the findings, a child poverty relief campaign with an amount-to-donate variable: consumers who feel explicitly rejected allocate more dollars to the charity in response to other-benefit rather than self-benefit ads, but consumers who being ignored are willing to donate more money. Conclusion - This study has theoretical contribution in that it expands existing theories by explaining the existing inconsistent results of the message appeal influence on pro-social behavior through new control variables. In addition, the results have important managerial implications, suggesting marketers should tailor their marketing message to match the consumer situation.

• Journal of the Economic Geographical Society of Korea
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• v.22 no.2
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• pp.141-159
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• 2019

Giving behavior promotes social solidarity and lessens social deprivations by voluntary practices to make better communities. Despite the increasing trend of giving in terms of participation and amount in Korean society, the giving culture has deeply rooted in charitable emotion based on compassion, still far from social solidarity. This paper attempts to identify giving behavior by investigating its characteristics and changes in its motives from the compassion-based social welfare to social responsibility and community solidarity, centering around 'Yellow envelope campaign' started in 2014 to support the living expenses and cost of litigation for the fired workers of Ssangyong Motors. By employing questionnaire survey and in-depth interview, it analyzes the horizontal relationships, reciprocal responsibility, social capital, and pursuit for conflict solution. Even though the campaign didn't change our society as a whole, but it cast the social questions on the birth of social empathy and solidarity.

• The Journal of Industrial Distribution & Business
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• v.10 no.3
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• pp.35-44
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• 2019

Purpose - The purpose of this study is to empirically investigate the effect of choice of cause on the purchase intention by dividing it into the situation selected by the consumer and the company. This study also examines the moderating effect of cause options diversity and company-cause fit on the relationship between choice of cause and purchase intention. This will provide the theoretical information necessary to gain an in-depth understanding of the consumer's intention to purchase the cause-related marketing campaign, and in practice, it is expected that companies will be able to obtain useful information for effective planning and execution of the cause-related marketing campaign. Research design, date, and methodology - This study's survey was carried out on the college students of university located in Shandong, China. It was from November 4-11, 2018, and a total of 440 questionnaires were distributed, with 424 collected. Of them, effective questionnaires used in the final study were a total of 400 except 24 that couldn't be used. In this study, empirical analysis was done with frequency analysis, reliability analysis, analysis of variance and simple effect analysis by using Statistics Package SPSS 20.0. Results - The results are reported below: first of all, in the cause-related campaign consumers are more willing to buy the products when they are allowed to choice the focal cause of charity than when the company selects the cause of charity. Furthermore, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater for high cause diversity to select. Finally, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater when perceived fit between the company and the cause charity is low. Conclusions - This study extends the scope of the consumer perspective from consumer purchase intention research to the choice of cause in the cause-related marketing. When consumers select the cause, it would be better to provide the cause charity in diversifying selection and provide options for low fit between company and cause charity.

• Journal of Distribution Science
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• v.18 no.11
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• pp.23-30
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• 2020

Purpose: Increased awareness of the environment is essential, since the general health of people and the global economy is largely dependent on the health of the environment. The purpose of this study is to increase customer awareness and also to ensure that businesses enlighten their customers on how to act in an environmentally friendly manner, which can be done, for instance, through associations. Research design, data and methodology: Scant research is available regarding what elements of marketing strategy should be applied in an environmental plan to increase customer awareness. For this reason, this study suggests a specific marketing policy that conveys several strategies for practitioners who focus on successful environmental plans for their organizations. Results: The prior literature suggests that public education, mass media, campaign publications, and electronic networking, which are becoming more common today, can be used as platforms for conveying environmental messages that will increase environmental awareness among customers. Conclusions: Organizations can use health and safety training to ensure that customers are aware of the environment. Training programs by companies that point more to the environment can make customers aware of the environment and help them adopt activities that show respect to the environment.

• Asian Journal for Public Opinion Research
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• v.8 no.2
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• pp.160-177
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• 2020

In Indonesia, concern about environmental protection is increasing. Thus, companies not only adjust their products but also create promotion strategies with environmentally friendly messages, called green marketing. This study identifies the effect of green marketing on purchase intentions. A quantitative method with an explanatory design was conducted. Data was gathered online. In this study, the population was @InnisfreeIndonesia Instagram followers. Thus, a direct message with the survey invitation was sent to randomly selected Instagram followers. Additional followers were invited daily for about a month until 100 responses were collected. The majority of respondents were Indonesian females, age 21-25. The results show that green products partially influence purchase intentions. Once consumers consider environmental friendly issues before buying a skin care product, they may identify whether the product is toxic-free, environmentally friendly, and holds a certification that identifies it as such. Thus, potential consumers tend to seek information to set expectations about the product they want to buy, prioritize them over other products, and to refer the product to others.

• Journal of Digital Convergence
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• v.19 no.5
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• pp.415-421
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• 2021

Femvertising is an advertising campaign for women's rights, and has recently been used as a marketing strategy for various brands along with feminism, an important social discussion. This study analyzed the effect of consumer's factors such as gender, age, and attitude to feminism on advertising attitudes. As a result, the factor of 'gender' showed statistically significant differences about attitudes toward femvertising. but 'gender' factor was not. And 'attitudes to feminism' factors have proven to have a significant influence on attitudes toward femvertising. This study will serve as a platform for femvertising to be discussed as an important social agenda, not just a marketing tool.

• Journal of Distribution Science
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• v.20 no.4
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• pp.9-19
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• 2022

Purpose: Mothers determines all household requirements and decides almost all their related things. The purpose of this study was to examine several independent variables on customer loyalty among mothers in The Asian Parents Indonesia community. The independent variables include advertising on Instagram, brand image, word-of-mouth, community cohesiveness, while the dependent variable is purchasing decisions. Research design, data, and methodology: This quantitative study uses a survey method for the Asian Parents Indonesia community members, listed on its website. The population of this community was recorded at 1,310, with a sample of 135 respondents. Data processing is done by using Structural Equation Model using Smart-PLS software. Results: Variables that significantly affect purchasing decisions and customer loyalty are word-of-mouth,summarized in a testimony, advertising on Instagram, and brand image. However, community cohesiveness does not affect customer loyalty to a brand. Conclusion: The results of this test propose significant implications for developing the relationship between baby toiletries producers and customers through word-of-mouth testimonials and advertisements on Instagram while community cohesiveness in maintaining customer loyalty using a brand is not influential, but interactions that occur within the community become a reference for mothers to choose a baby toiletries product.