The Effectiveness of Green Advertising: Influences of Claim Specificity, Product’s Environmental Relevance and Consumers’ Pro-environmental Orientation

This study investigates the influences of claim specificity, the product’s environmental relevance, and the respondents’ proenvironmental orientation on the effectiveness of green advertising among Turkish consumers. An experimental study is conducted using hypothetical print advertisements for two product categories (laundry machines as a high relevance product; DVD player as a low relevance product). Findings indicate that the specificity of the green claim does not exert a significant effect on consumer evaluations towards high relevance product advertisement, while specific green claims significantly improve the communication effectiveness of the low environmental relevance product advertisement. The theoretical and managerial implications of these findings are discussed.advertisement effectiveness, claim specificity, experimental design, green advertising, product environmental relevance

Employer branding dimensions: An adapted scale for Eastern Europe

We aim to identify and validate the key dimensions of the employer brand scale in Romania, based upon an online survey with 310 participants. Confirmatory factor analysis and regression analysis are used to demonstrate that the measurement of employer brand used in Western contexts needs to be adjusted in Romania. A second order construct shows that only four dimensions are relevant: development, social, economic, and interest value (not the application value). We recommend changes to the scale of employer attractiveness and demonstrate that the modified scale predicts positive work outcomes, such as job satisfaction, which further underscores its relevance for employee recruitment. The insights are important for practitioners in Romania, as they provide an appropriate tool for evaluating and designing employer branding strategies. Our results confirm the importance of employer branding strategies in the form of employer attractiveness dimension enhancements for recruitment and retention. Our research also expands knowledge on employer branding by showing that employer attractiveness is associated with positive work outcomes

How claim specificity can improve claim credibility in Green Advertising: Measures that can boost outcomes from environmental product claims

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility. The relationship between the specificity and the credibility of green claims is examined by way of a 2 × 2 online experiment, with a broad sample of consumers. The results show that being specific increased the perceived credibility of green claims across a range of products, regardless of their perceived environmental relevance. Theoretical, practical, and research implications are discussed

The Power of the Stakeholders' Voice: The Effects of Social Media Activism on Stock Markets

This is the author accepted manuscript. The final version is available fromWiley via the DOI in this record.Building on social movement theory, this study assesses the influence of social media activism on the stock market performance of targeted firms. We focus on information published on Twitter by two critical stakeholders: consumer associations and trade unions. To the extent that social media represent a valid medium to mobilize stakeholders' activism, protests on Twitter may damage firm reputation, leading to capital market reactions. Using a corpus of over 1.5 million tweets referring to Spanish listed banks, we study the impact of activism by looking at targeted firms' abnormal variations in price and trading volume. Our findings suggest that the Twitter activism of key stakeholders has a significant impact on investors' decisions. Further, our empirical analyses indicate that the mechanisms affecting investors' behavior differ depending on the characteristics of the stakeholder group. Hence, this study contributes to understanding how social movements influence corporate behavior via social media

ON SEMI-STRONG U-NUMBERS

In this paper we shall define irregular semi-strong U(m)-numbers and semi-strong U(m)-numbers and investigate some properties of such numbers

A NOTE ON SOME U-NUMBERS

In this short paper we will construct some U-numbers such that their L(m)-sequences satisfy the given conditions