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This paper aims to examine motivations for young consumers' internet use, how these motivations relate to children's privacy concerns and, subsequently, children's willingness to disclose personally identifiable information.

The strengths of three common internet usage motives (information seeking, entertainment, and socializing) in predicting disclosure behavior are examined via survey research with a sample of children aged 10‐12.

Two of the motives – information seeking and socializing – are found to influence privacy concerns, which in turn, are shown to affect willingness to disclose information. Information‐seeking motivations were positively related to privacy concerns, while socializing motivations were negatively related to privacy concerns. Direct incentives are also found to increase disclosure.

The findings suggest that the uses and gratifications theory is useful for understanding children's privacy behaviors relating to information seeking and socializing motivations. Combining this with the varying levels of interactivity of websites that might satisfy various motives helps researchers begin to understand how particular motives may lead to increases or decreases in risky behavior; in this case, preteen disclosure of personal information.

The purpose of this paper is to investigate how the business communication-related variables of reputation, communication quality and information sensitivity are mediated by trust and privacy concern to influence the privacy dyad (i.e. promotion- and prevention-focused privacy behaviors).

Regulatory focus theory (RFT) is used to build a framework to examine antecedents of promotion- and prevention-focused privacy behaviors as well as mediators of these relationships. Hypotheses were tested using a 2 (firm reputation: strong/weak)×3 (communication quality: high/neutral/low)×2 (data sensitivity: high/low) between-subjects factorial design.

The findings support the proposed model. Specifically, high reputation and communication quality increased promotion-focused behaviors and were mediated by trust. In contrast, low communication quality and high data sensitivity increased prevention-focused behaviors and were mediated by privacy concern. Consistent with RFT, higher trust led to promotion-focused behaviors such as willingness to invest in the relationship (e.g., by providing information to the service provider and investing time and energy) and loyalty behaviors. Furthermore, higher privacy concerns led to prevention-focused behaviors such as deflective (e.g., using privacy protection measures such as disguising one’s IP address and disabling cookies) and defensive behaviors (e.g., taking action to have one’s name removed from mailing lists).

This study contributes to the literature on customer relationship management, RFT and trust and privacy in an online context.

The excessive consumption of alcohol in numerous countries in the world, combined with the progressively younger age of the consumers, made it necessary for companies to use instruments of communication aimed at the development of consumption responsibility, so as to prevent reckless behaviour and the health risks thereto associated. The purpose of this paper is to assess the visibility and effectiveness of responsible consumption messages used for the sale of the product “beer” (on packaging and in advertisements); the study used a sample audience made up of teenagers and young adults from southern Italy.

The methodology used was that of the focus group. Three interview sessions were conducted, one dedicated to teenagers, age 16–17 years, and two dedicated to young adult panels, age 20–24 years. A ten-question questionnaire was designed prior to the conduction of the focus groups, and it was used in all the sessions.

The study shows the weak efficacy of the “drink responsibly” communication campaigns carried out by beer manufacturers. The totality of the interviewees failed to remember the existence of the “drink responsibly” messages and, even after supplementary visual stimulation, they were mostly disinterested, defining the fact that companies from the alcoholic drinks industry carry out consumption awareness campaigns as an out-and-out nonsensical contradiction.

The survey draws attention to the perception by young audiences of the more recent “drink responsibly” communication campaigns carried out by beer manufacturers, aiming at encouraging a more responsible attitude to alcohol consumption. There still are not many such inquests aimed at determining the response of young people to the use of slogans and commercials connected to responsible drinking in the literature; therefore, this study aimed at filling this gap. In fact, the authors believe this study is important for assessing the effectiveness of such instruments for achieving greater responsibility in the use of alcoholic drinks, so as to develop better awareness in the ranks of youths. Among the new communication strategies that were proposed to the participants, there were video commercials containing responsible consumption messages and the new prohibition marks placed directly on the product labels.

The purpose of this paper is to apply a thoroughly tested model to the study of how corporate social responsibility (CSR) perceptions impact customers’ affective and behavioural responses in the banking industry. As a contribution to the previous literature, the moderating role of the type of company (savings banks vs. commercial banks) in the conceptual model is explored.

A structural equation model is tested with information collected from 648 customers of savings banks and 476 customers of commercial banks.

The findings demonstrate that CSR perceptions positively impact customer identification with the banking company, emotions, satisfaction, recommendation and repurchase behaviours in both samples. However, CSR is perceived differently by customers depending on the type of banking company that implements it. Thus, its effects on customers’ affective and behavioural responses are different.

Practitioners should not try to promote the best CSR approach for a standardised organisation, regardless of its special industry characteristics. They should be aware of the differences customers perceive in companies to adapt their CSR initiatives to the expectations of their targets.

The contributions of the paper are two-fold. On the one hand, the banking industry has been scarcely explored by previous scholars. On the other hand, the authors explain the role that the type of banking company plays in the conceptual model proposed in the paper because significant differences are observed among savings bank customers and commercial bank customers concerning their affective and behavioural responses to CSR perceptions.

The purpose of this paper is to first, propose a causal model to understand the process of corporate social responsibility (CSR) perception formation among customers; and second, identify differences among innovative and conservative customers in that process.

A structural equation model is tested in a sample of 1,124 banking services customers in Spain. Also, a multisampling analysis is implemented in order to determine how novelty seeking moderates the process of CSR perception formation among customers.

Results confirm that customer CSR perceptions are directly and positively influenced by: the congruence between CSR initiatives and corporate profile; customer attributions of corporate motivations to engage in CSR; and corporate credibility in developing CSR initiatives. Nonetheless, while innovative customers pay greater attention to corporate credibility than conservative customers when evaluating CSR initiatives, conservative customers evaluate the congruence of CSR initiatives and their attribution of altruistic motivations to a larger extent than innovative customers.

These findings suggest that companies should take into account customer novelty seeking when planning their CSR and communication strategies because highlighting different qualities of their CSR initiatives can have diverse effects for the success of corporate investments.

The greatest contribution of the paper is the study of the moderating role of novelty seeking in the process of customer CSR perception formation; previous scholars had long ignored this variable when evaluating customer perceptions.

The internet has gained enormous importance as an advertising medium. At the same time, the question of marketing accountability has become one of the top areas of research for researchers and practitioners who aim at optimal marketing budget allocations. This paper aims to show that national culture has an impact on how consumer behavior is influenced by online advertising.

The paper compares the effectiveness of internet advertising in the USA and France by analyzing a real data sample with more than 1.2 million transactions using partial least squares and structural equation modeling.

It is found that on‐demand channels have a stronger effect on short‐term success than push‐channels and that this effect is strongly moderated by the culture. It is recommended that spending and efforts in the various advertising channels be adjusted to reflect the product offered and the customers to whom it is offered, as customers in both countries should be targeted by advertising in different ways. The channel effectiveness of affiliate price comparison sites and search engines has significantly different impacts on customer behavior in the USA and France.

Until now, most companies have utilized a suboptimal allocation of resources to advertising channels because of missing and misleading data. Focusing on this problem, the paper suggests that advertisers apply the methodology to identify the total effect of clicks in each advertising channel. Combining these total effects with the associated costs allows practitioners to optimize their online advertising spending.