Linda Brennan, Joseph Voros and Erica Brady
The purpose of this paper is to shed light on concepts of validity and validation of social marketing research (SMR) with a view to enhancing SMR design and to inform SMR practice.
Abstract
Purpose
The purpose of this paper is to shed light on concepts of validity and validation of social marketing research (SMR) with a view to enhancing SMR design and to inform SMR practice.
Design/methodology/approach
The paper defines and presents concepts of validity in a manner that sheds light on the unique issues facing SMR and sets the stage for future research.
Findings
The paper introduces an integrated model representing the variety of relationships that exist amongst a range of validity concepts that will assist methodological practice and increased rigor in future studies. The authors also introduce a matrix on research paradigms that can support the integration of a range of philosophical considerations to SMR research design.
Research limitations/implications
The “quality” of research is being determined by those at the leading edge of their own paradigm without reference to other points of view. The authors argue that these sub‐processes of determining the validity of research outcomes are a challenge to the “discipline” of SMR and that SMR is at risk of becoming too narrowly focussed. Furthermore, the authors believe this is limiting SMR's potential to contribute to the broader domain of business or social research.
Social implications
Social marketing is an interdisciplinary practice. The paradigms of research within the social marketing domain are still being argued and are the subject of much debate. The authors believe that the conceptual frameworks developed for this paper will enhance the practices of research in the field of social marketing.
Originality/value
The paper provides a new conceptual framework for those developing SMR. This framework aims to integrate others' theories and provide a simplified framework for consideration of issues of validation in SMR.
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Erica R. Fissel and Jin R. Lee
The purpose of this paper is to understand the self-protective behaviors of young adult cyberstalking victims and the factors that impact adoption of such behaviors.
Abstract
Purpose
The purpose of this paper is to understand the self-protective behaviors of young adult cyberstalking victims and the factors that impact adoption of such behaviors.
Design/methodology/approach
This study used a sample of 880 young adults (18–25 years of age) who had experienced cyberstalking victimization within the previous 12 months. Data were collected through an online self-report survey hosted on Qualtrics from Amazon’s Mechanical Turk workers.
Findings
Results revealed that three-quarters of cyberstalking victims engaged in at least one form of self-protective behavior. The most commonly adopted self-protective behavior was blocking unwanted communications only (29%), while 40% of cyberstalking victims noted engaging in multiple forms of self-protective behaviors. While results varied across models, findings revealed that incident characteristics and respondent characteristics impacted the likelihood of engaging in self-protective behaviors after a cyberstalking victimization experience.
Originality/value
This study contributes to the literature examining the self-protective behaviors adopted by cyberstalking victims, which can shed light on other forms of cyber abuse and help explain victims’ low reporting rates to official sources (e.g. law enforcement).
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How can researchers develop methods that are both child-centered and grounded in the “epistemology of racial emancipation” given the unique challenges associated with conducting…
Abstract
How can researchers develop methods that are both child-centered and grounded in the “epistemology of racial emancipation” given the unique challenges associated with conducting research with young people and white people? The purpose of this chapter is to examine the use of an innovative child-centered visual research method within the context of a larger ethnography focused on how white children come to form ideas about race in America. As part of a broader ethnographic study, white children between the ages of 10 and 13 were presented with photographs of celebrities. Children were asked questions about how to racially classify these popular culture icons, an activity that led to further discussion about race and racism in America. Drawing upon photographs of popular cultural icons and celebrities is one strategy for approaching uncomfortable topics with children in way that is less intimidating and that also brings new data to the study. Children made this aspect of the interview their own, bringing their unique perspectives to bear. This chapter discusses at length unique methodological issues, strategies, and innovations involved in research with white children about race. This chapter makes original contributions to the field of developing innovative, child-centered methods for conducting research with children and youth as well as existing scholarship on whiteness, privilege, and the social reproduction of racial ideology/racism.
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Gustav Medberg and Christian Grönroos
The definition of value adopted by the current service perspective on marketing theory is value as value-in-use. Surprisingly, however, little attention has been given to the…
Abstract
Purpose
The definition of value adopted by the current service perspective on marketing theory is value as value-in-use. Surprisingly, however, little attention has been given to the question of what constitutes value-in-use for customers in service contexts? Therefore, the aim of this study is to provide an empirical account of value-in-use from service customers' point of view.
Design/methodology/approach
To capture and analyze customers' experiences of value-in-use in the typical service context of retail banking, this study employed a narrative-based critical incident technique (CIT) and a graphical tool called the value chart.
Findings
The study identified seven empirical dimensions of positive and negative value-in-use: solution, attitude, convenience, expertise, speed of service, flexibility and monetary costs. Interestingly, these value-in-use dimensions overlap considerably with previously identified dimensions of service quality.
Research limitations/implications
The concepts of service quality and value-in-use in service contexts seem to represent the same empirical phenomenon despite their different theoretical traditions. Measuring customer-perceived service quality might therefore be a good proxy for assessing value-in-use in service contexts.
Practical implications
As the findings indicate that service quality is the way in which service customers experience value-in-use, service managers are recommended to focus on continuous quality management to facilitate the creation of value-in-use.
Originality/value
This study is the first to explicitly raise the notion that in the minds of service customers, value defined as value-in-use and service quality may represent the same empirical phenomenon.
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This paper introduces the concept of dysfunctional customer behavior toward a brand and argues that when customers perceive that a brand has failed to fulfill its promises, a…
Abstract
Purpose
This paper introduces the concept of dysfunctional customer behavior toward a brand and argues that when customers perceive that a brand has failed to fulfill its promises, a psychological brand contract breach occurs, which in turn leads to a psychological brand contract violation, which evokes dysfunctional customer behavior toward the brand. In addition, this study investigates whether the impact of a breach of this contract is dependent on brand relationship quality, brand apology and restitution.
Design/methodology/approach
Study 1 conducted the online survey and 224 respondents were used for data analysis and the moderating role of brand relationship quality was examined. Study 2 conducted an experiment with 201 participants to test the moderating role of brand apology and restitution.
Findings
This study found the moderating role of brand relationship quality, brand apology and brand restitution on the relationship between a psychological brand contract breach and dysfunctional customer behavior toward a brand (i.e. brand-negative word-of-mouth, brand retaliation and brand boycott), which is mediated by psychological brand contract violation.
Originality/value
This study contributes to the theoretical understanding of dysfunctional customer behavior toward a brand by integrating the literature on brand management with the organizational literature on psychological contracts between organizations and their employees. Furthermore, this study sheds light on the effectiveness of reparative actions by the firm after occurrence of the psychological brand contract breach.
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The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities…
Abstract
The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.
The sequence of stress, distress and somatization has occupied much of the late twentieth-century psychological research. The anatomy of stress can be viewed from interactional…
Abstract
The sequence of stress, distress and somatization has occupied much of the late twentieth-century psychological research. The anatomy of stress can be viewed from interactional and hybrid theories that suggest that the individual relates with the surroundings by buffering the harmful effects of stressors. These acts or reactions are called coping strategies and are designed as protection from the stressors and adaptation to them. Failure to successfully adapt to stressors results in psychological distress. In some individuals, elevated levels of distress and failed coping are expressed in physical symptoms, rather than through feelings, words, or actions. Such “somatization” defends against the awareness of the psychological distress, as demonstrated in the psychosocial literature. The progression of behavior resulting from somatic distress moves from a private domain into the public arena, involving an elaborate medicalization process, is however less clear in sociological discourse. The invocation of a medical diagnosis to communicate physical discomfort by way of repeated use of health care services poses a major medical, social and economic problem. The goal of this paper is to clarify this connection by investigating the relevant literature in the area of women with breast cancer. This manuscript focuses on the relationship of psychological stress, the stress response of distress, and the preoccupation with one’s body, and proposes a new theoretical construct.