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Article
Publication date: 10 June 2014

Michele Paulin, Ronald J. Ferguson, Nina Jost and Jean-Mathieu Fallu

It has been suggested that the future success of non-profit organizations lies in ensuring the sustainable involvement of the Millennial generation through social network sites…

9206

Abstract

Purpose

It has been suggested that the future success of non-profit organizations lies in ensuring the sustainable involvement of the Millennial generation through social network sites. Facebook is a social media (SM) network that creates new research contexts and methodologies in service management. Organizations must now engage in learning how customer-with-customer interactions in SM could work best for them. The purpose of this paper is to better understand the factors influencing Millennials support for social causes through their autonomous engagement in the public environment of SM.

Design/methodology/approach

The authors conducted two studies of events for social causes (breast cancer and youth homelessness). In each, two Facebook event pages appealing to others-benefits and self-benefits were designed. Participants were randomly assigned the task of examining the appeal pages online. The dependent variables were two sets of intentions in support of the cause (online and offline). The effectiveness of an others-benefit vs a self-benefit Facebook appeal, the influence of empathetic identification with these causes and the direct and mediating effects of autonomous motivation was studied.

Findings

The studies provide consistent evidence that, to gain Millennial's support for social causes through SM, it is better to appeal mainly to the benefits others derive than to benefits to the self. Autonomous motivation is a strong predictor of supportive intentions and it also significantly mediates the positive influence of empathetic identification with a cause. Self-reported behavioral data following the youth homelessness event provided empirical evidence that the supportive intentions data were valid predictors of actual behaviors.

Originality/value

The paper used innovative experimental and correlational research methodologies to address Millennial's social behaviors within a SM context. The paper also introduced self-determination theory of motivation to this literature. From a practical standpoint, Millennials readily engage in impression management. Therefore, their supportive activities should be publicly lauded. Managers should also identify those Millennials who already empathize with the cause and facilitate their ability to influence other members in their networks. SM are changing at a fast pace and managers should employ Millennials in developing pertinent strategies and practices to keep pace. Taking advantage of marketing “with” Millennials can facilitate the development of new approaches for creating and supporting cause events.

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Book part
Publication date: 25 November 2019

Abstract

Details

Microfoundations of Institutions
Type: Book
ISBN: 978-1-78769-127-8

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Book part
Publication date: 25 November 2019

Abstract

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Microfoundations of Institutions
Type: Book
ISBN: 978-1-78769-123-0

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Book part
Publication date: 25 November 2019

Nina Eliasoph, Jade Y. Lo and Vern L. Glaser

In organizations that have to meet demands from multiple sponsors, and that mix missions from different spheres, such as “civic,” “market,” “family,” how do participants orient…

Abstract

In organizations that have to meet demands from multiple sponsors, and that mix missions from different spheres, such as “civic,” “market,” “family,” how do participants orient themselves, so they can interact appropriately? Do participants’ practical navigation techniques have unintended consequences? To address these two questions, the authors draw on an ethnography of US youth programs whose sponsors required multiple, conflicting logics, speed, and precise documentation. The authors develop a concept, navigation techniques: participants’ shared unspoken methods of orienting themselves and appearing to meet demands from multiple logics, in institutionally complex projects that require frequent documentation. These techniques’ often have unintended consequences.

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Book part
Publication date: 28 September 2022

Jacqueline Joslyn

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Conceptualizing and Modeling Relational Processes in Sociology
Type: Book
ISBN: 978-1-80382-827-5

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Article
Publication date: 15 November 2018

Nina Bürklin

Although many companies have initiated corporate social responsibility activities, only a small fraction of consumers have reacted in the same spirit. In order to increase…

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Abstract

Purpose

Although many companies have initiated corporate social responsibility activities, only a small fraction of consumers have reacted in the same spirit. In order to increase economic and social benefits, corporate and consumer interests need to be aligned through specialized marketing activities. In this context, the purpose of this paper is to complement traditional consumer research through a multi-stakeholder approach. It specifically analyzes institutional drivers to enhance consumer responsibility (ConRes) in the fashion industry.

Design/methodology/approach

An explorative study containing in-depth interviews (n=30) with three groups of experts (retailers, not-for-profit organizations (NPOs), marketing specialists) is conducted to investigate the influences of institutional agents to foster responsible consumption. Data analysis is based on qualitative content analysis.

Findings

Various institutional drivers of ConRes range from influences in the social environment to spill-over effects and triggering of emotions. Thus, agents use marketing tools such as inter-industry cooperations or social media to encourage ConRes in the fashion industry.

Research limitations/implications

Future research should compare ConRes and its potential influences within different industries and further validate the results in quantitative studies.

Practical implications

Companies and NPOs can foster ConRes by cooperating with like-minded organizations, displaying more transparency within their communications and providing relevant content to media partners.

Social implications

If institutional agents succeed in fostering ConRes, they can induce corresponding behavior leading to improved workforce welfare in the fashion industry and environmental protection.

Originality/value

The study is the first to empirically investigate three collaborating groups of institutional agents regarding their opportunities to enhance ConRes.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 1
Type: Research Article
ISSN: 1361-2026

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