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Article
Publication date: 19 April 2024

Frank Gregory Cabano, Mengge Li and Fernando R. Jiménez

This paper aims to examine how and why consumers respond to chief executive officer (CEO) activism on social media. The authors developed a conceptual model that proposes…

380

Abstract

Purpose

This paper aims to examine how and why consumers respond to chief executive officer (CEO) activism on social media. The authors developed a conceptual model that proposes impression management as a mechanism for consumer response to CEO activism.

Design/methodology/approach

In Study 1a, the authors examined 83,259 tweets from 90 CEOs and compared consumer responses between controversial and noncontroversial tweets. In Study 1b, the authors replicated the analysis, using a machine-learning topic modeling approach. In Studies 2 and 3, the authors used experimental designs to test the theoretical mechanism.

Findings

On average, consumers tend to respond more to CEO posts dealing with noncontroversial issues. Consumers’ relative reluctance to like and share controversial posts is motivated by fear of rejection. However, CEO fame reverses this effect. Consumers are more likely to engage in controversial activist threads by popular CEOs. This effect holds for consumers high (vs low) in public self-consciousness. CEO fame serves as a “shield” behind which consumers protect their online image.

Research limitations/implications

The study focused on Twitter (aka “X”) in the USA. Future research may replicate the study in other social media platforms and countries. The authors introduce “shielding” – liking and sharing content authored by a recognizable source – as a tactic for impression management on social media.

Practical implications

Famous CEOs should speak up about controversial issues on social media because their voice helps consumers engage more in such conversations.

Originality/value

This paper offers a theoretical framework to understand consumer reactions to CEO activism.

Details

European Journal of Marketing, vol. 58 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 8 December 2022

Frank Gregory Cabano and Elizabeth A. Minton

This research aims to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals.

945

Abstract

Purpose

This research aims to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals.

Design/methodology/approach

Four experiments were conducted that examined how religiosity affected consumers’ responses (attitude toward the product, purchase intentions and brand trust) to rational versus emotional ad appeals, and how perceived fit between the ad appeal type and consumers’ information processing style mediated the effects.

Findings

The results show that consumers low in religiosity respond more favorably to rational (vs emotional) appeals because of these types of appeals being more congruent with their rational information processing style. In addition, there is no difference in consumer responses toward rational and emotional appeals for individuals high in religiosity.

Research limitations/implications

In this research, the authors only used surveys and measured behavioral intentions rather than actual behaviors. Thus, future research should measure actual behaviors in the field to enhance the external validity of the observed effects. In addition, this research samples one primary culture that is more representative of Judeo-Christian religious beliefs. Therefore, future research should sample from other cultures and religious groups.

Practical implications

The results suggest that marketers should use rational rather than emotional appeals in their marketing communications to low religiosity consumers (identifiable through such means as demographic data for geographic regions or self-identified classifications on social media). Marketers can also prime low religiosity in their messages (e.g. using words such as “evolution”) and, when doing so, should couple that prime with a rational (vs emotional) appeal.

Originality/value

This research is novel in that it is the first, to the best of the authors’ knowledge, to examine how religiosity influences consumers’ responses to rational versus emotional ad appeals.

Details

European Journal of Marketing, vol. 57 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 3 July 2024

Elizabeth A. Minton and Frank Gregory Cabano

Prior research has investigated the benefit of companies that engage in cause-related marketing initiatives. However, this prior research has not adequately examined cause-related…

571

Abstract

Purpose

Prior research has investigated the benefit of companies that engage in cause-related marketing initiatives. However, this prior research has not adequately examined cause-related marketing situations when brands raise awareness for a cause without contribution of tangible resources to the cause (i.e. awareness marketing); thus, the purpose of this paper is to introduce and test awareness marketing as a new type of cause-related marketing.

Design/methodology/approach

Through four experimental studies with different sample sources, the authors introduce and examine a new type of cause-related marketing (awareness marketing) as well as identify mediating explanatory mechanisms.

Findings

Awareness marketing produces similarly heightened purchase intentions to other types of cause-related marketing (e.g. financial donation) when compared to situations where cause-related marketing is not used. Awareness marketing can also lead to higher brand authenticity and brand originality perceptions in some situations when compared to cause-related marketing incorporating a financial donation component or when no cause-related marketing is used. Brand perceptions and consumers’ perceived self-brand connection mediate the relationship from cause-related marketing to purchase intentions.

Research limitations/implications

This research is limited by conducting studies in only experimental conditions and in one culture. Theoretical implications are provided to the literature on brand authenticity and self-brand connection. In doing so, the authors explain why awareness marketing is evaluated differently than other types of cause-related marketing or marketing without any cause reference.

Practical implications

Marketers would benefit from using awareness marketing (i.e. raising awareness for a cause without direct contribution to the cause) as a lower investment alternative to traditional cause-related marketing efforts.

Originality/value

To the best of the authors’ knowledge, this is the first research to introduce awareness marketing as a new type of cause-related marketing and compare it to traditional types of cause-related marketing, thereby providing novel contributions as to how cause-related marketing can effectively increase purchase intentions without making a financial, product or other tangible contribution to a cause.

Details

European Journal of Marketing, vol. 58 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 10 January 2022

Frank Gregory Cabano, Amin Attari and Elizabeth A. Minton

Given the growing prevalence of gun control policies in service settings, this study aims to investigate how the adoption of a gun control policy by a service business influences…

686

Abstract

Purpose

Given the growing prevalence of gun control policies in service settings, this study aims to investigate how the adoption of a gun control policy by a service business influences consumers’ evaluations of the service business.

Design/methodology/approach

Three experiments were conducted to examine how the adoption of a gun control policy by a service business influences consumers’ brand favorability of that service business and how value congruence (i.e. the alignment between a consumer’s own personal values and perceptions of the brand’s values) is the underlying mechanism.

Findings

This study documents several major findings. First, the authors find that the adoption of a gun control policy by a service business increases consumers’ brand favorability. Second, the authors highlight a boundary condition to this effect, such that a gun control policy actually decreases consumers’ brand favorability for people high (vs low) in support for gun rights. Third, the authors show that value congruence is the psychological process underlying these effects. Fourth, the authors generalize the focal effects to a real-world brand and demonstrate that the adoption of a gun control policy increases brand favorability for consumers low (vs high) in patronage behavior of the brand. Finally, the authors find that a pioneer brand strategy in the adoption of a gun control policy significantly increases brand favorability, whereas a follower brand strategy in the adoption of such a policy is less effective.

Originality/value

To the best of the authors’ knowledge, this research is the first to provide critical insight to service businesses as to how their position regarding guns influences consumers’ evaluations of the service business.

Details

Journal of Services Marketing, vol. 36 no. 8
Type: Research Article
ISSN: 0887-6045

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