Opening the black boxes of consumer misbehaviors: insights from studying online trolling

Online consumer misbehaviors, such as trolling, are widespread and poorly understood. Using actor-network theory, we explore the assemblages of human and non-human entities participating in trolling, showing that rather than managing misbehaving consumers, marketing practitioners should manage the socio-technical networks that allow and fuel these misbehaviors

Photographic data privacy: sharing sexually explicit imagery online

This research takes an exploratory examination of the creation and dissemination (both planned and unplanned) of sexually intimate imagery via digital technology. We take an interpretive approach to understand the impact that sharing private imagery with an unintended audience has on the creator

Social marketing AS pedagogy

Purpose: This study aims to share the use of social marketing as pedagogy and provide a transformative social marketing pedagogy for social marketing educators. By this, the authors mean the same principles used by social marketers to improve the well-being of a person or group are used as a pedagogic tool to bolster students’ learning and understanding of social marketing. In the described course, students are asked to choose one area of their lives to try and change using concepts taught to them in class. They are then asked to reflect on their personal change journey and apply it to others in the form of a social marketing plan. Design/methodology/approach: The authors share a conceptual journey using social marketing as pedagogy following the evolution of a marketing for behavioural change undergraduate course. Benchmark criteria for social marketing are used to discuss and conceptualise a transformative social marketing pedagogy. The authors take a reflexive approach to explore course development, motivations, assumptions and activities to expand on their approach. Findings: Social marketing as pedagogy suggests that behaviour change is not just taught through course content but also embedded throughout the course as a learning tool and outcome. A social marketing course can encourage individual behaviour change by asking students to critically reflect on their own behaviour change journey to fully experience and understand the underpinnings and implications for social marketing. In this way, the authors adopt transformative learning as the outcome of social marketing AS pedagogy. The authors suggest through experiential learning, including active learning and reflexivity, students are able to change their frame of reference or how they interpret the world around them, in regard to complex social issues, which may encourage behaviour change. Originality/value: As social marketers, the authors must reflect not only on what they teach students (Kelly, 2013) but also on how they teach them. Previous literature has not provided any unique pedagogy for how to teach social marketing. This article provides the first pedagogy for social marketing education – the Transformative social marketing pedagogy which views social marketing AS pedagogy. The authors present the value of experiential learning as a three-pronged approach incorporating Interpretive Experiences, Transformative Experiences and developing Praxis, which includes elements of feeding forward and authentic assessment. This approach provides a unique contribution to the area by providing a pedagogical approach that goes beyond mere knowledge acquisition to transformative learning

Assessing the Societal Impact of Research: The Relational Engagement Approach

Marketing and policy researchers aiming to increase the societal impact of their scholarship should engage directly with relevant stakeholders. For maximum societal effect, this engagement needs to occur both within the research process and throughout the complex process of knowledge transfer. The authors propose that a relational engagement approach to research impact complements and builds on traditional approaches. Traditional approaches to impact employ bibliometric measures and focus on the creation and use of journal articles by scholarly audiences, an important but incomplete part of the academic process. The authors recommend expanding the strategies and measures of impact to include process assessments for specific stakeholders across the entire course of impact, from the creation, awareness, and use of knowledge to societal impact. This relational engagement approach involves the cocreation of research with audiences beyond academia. The authors hope to begin a dialogue on the strategies researchers can use to increase the potential societal benefits of their research

Living With the Obesity Stigma: Perceptions of Being Obese From Three Cultures

Ekant Veer, University of Bath, UK One defining antecedent of marginalized consumer groups is their status as being stigmatized. Although much research has investigated the perceptions of onlookers of a stigmatized person or group, little research has been conducted regarding the stigmatized person themselves and what impact the stigma has on his or her behavior. Using qualitative methods, this paper investigates the way in which an understanding of the obesity stigma develops within the individual, the impact that the obesity stigma has on consumers' perceptions of themselves and finally, their ability to internalize and act upon social marketing interventions. [to cite]: Ekant Veer 348 Advances in Consumer Research Volume 36, © 2009 Living with the Obesity Stigma: Perceptions of Being Obese from Three Cultures Ekant Veer, University of Bath, UK ABSTRACT One defining antecedent of marginalized consumer groups is their status as being stigmatized. Although much research has investigated the perceptions of onlookers of a stigmatized person or group, little research has been conducted regarding the stigmatized person themselves and what impact the stigma has on his or her behavior. Using qualitative methods, this paper investigates the way in which an understanding of the obesity stigma develops within the individual, the impact that the obesity stigma has on consumers' perceptions of themselves and finally, their ability to internalize and act upon social marketing interventions

If Kate voted conservative would you? The role of celebrity endorsements in political party advertising

Purpose – This research has been conducted with the aim of determining if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of celebrity endorsements is commonplace in the USA, but little is known about its effects in the UK. This research also aims to incorporate the use of celebrity endorsements in political party advertising with the political salience construct. Political salience represents how prominent politics and political issues are in the minds of the eligible voter. Design/methodology/approach – A 2 (endorser: celebrity; non-celebrity) £ 2 (political salience: high; low) between-subjects factorial design experiment was used. The results show that celebrity endorsements do play a significant role in attitudes towards the political advert, attitudes towards the endorser and voter intention. However, this effect is significantly moderated by political salience. Findings – The results show that low political salience respondents were significantly more likely to vote for the political party when a celebrity endorser is used. However, the inverse effect is found for high political salience respondents. Practical implications – The results offer significant insights into the effect that celebrity endorsers could have in future elections and the importance that political salience plays in the effectiveness of celebrity endorsement. If political parties are to target those citizens that do not actively engage with politics then the use of celebrity endorsements would make a significant impact, given the results of this research. Originality/value – This research would be of particular interest to political party campaigners as well as academics studying the effects of advertising and identity salience

Disassembling online trolling: towards better understanding and managing of online mischief-making consumer misbehaviours

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