Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services

The launch of several movie streaming services has raised new questions about how online consumers deal with both legal and illegal options to obtain their desired products. This paper investigates the factors influencing consumers’ intentions to subscribe to online movie streaming services. These services have challenged the dramatic growth in their illegal counterpart in recent years. Taking the theory of planned behavior as a starting point, we extended existing models in the literature by incorporating factors that are specific to consumer behavior in this particular field. A quantitative survey was conducted for the Italian market, and structural equation modeling was used for data analysis. Attitudes, involvement with products, moral judgement and frequency of past behavior were found to be the most important factors in explaining the intention to pay for movie streaming services. The paper provides insights for policy makers and industry managers on the marketing communication strategies needed to minimize the risk of digital piracy

From CSR to CSI: analysing consumers' hostile responses to branding initiatives in social media-scape

Purpose - The paper analyses consumers’ hostile responses and ‘creative’ re-interpretation of a proactive Corporate Social Responsibility (CSR) brand communication campaign on social media by a leading Italian company in the energy industry that came to be perceived as a reactive Corporate Social Irresponsibility (CSI) performance. Design/methodology/approach - Taking Palazzo and Basu’s framework of scapes (2007) as a starting point, the paper explores the intersection between branding and CSR studies. After consideration of the lack of empirical studies on this subject, a content analysis of tweets generated from the campaign ‘Guerrieri’ of Enel is performed. Findings - Findings show the dialogic bottom-up approach results are ineffective due to the hijacking of original intent of the company in implementing its CSR communication initiatives. That is to say that corporate brand (CB) strategies can be easily re-interpreted in social media-scape in an opposing perspective, raising the risk of digital hijacking and boycotting initiatives. Practical implications - From a practical standpoint, the study informs managers so that they can evaluate complex problems implicated in the creation of CSR activities aimed at engaging consumers and virtual communities. Besides, the paper would like to aid managers when they face discontent or activism, suggesting they should turn the attention of their stakeholders through a re-evaluation of relevant CSR activities, potentially leveraging on a loyal public which has completely interiorised CB values and can act as brand ambassadors. Originality/value – The paper is one of the first attempts to study the nexus between CSR and CB in digitally-empowering contexts, clarifying the crucial role of social media-scape

Rethinking Bernstein communication wheel: a re-visitation of a communication tool

Purpose – The aim of this conceptual paper is to review Bernstein’s communication wheel in order to make it a tool that can be used in the selection of a corporate communication mix. Design/methodology/approach – A critical analysis of Bernstein’s communication wheel shows it to be a checklist, a starting point in the examination of corporate communication mix, but it is not as such of great help to the decision-maker. Findings – The findings of reviewing literature highlight that the principle of a clear distinction between strategic decisions and operational decisions is applicable also in the field of corporate communication. For each stakeholder relationship, our framework suggests typical combinations of activities and means to be employed. These combinations are useful to experiment with expert systems which are functional to the choices of corporate communication mix. Research limitations/implications – The analysis of communication gaps gives directions for formulating strategic decisions. In our framework tactical decisions concern the components of the communication mix architecture (or communication chain): activities, means and vehicles of communication. On the contrary, Bernstein’s communication wheel includes only generic channels (or media) and gives no indications as to the architecture of the communication mix. Originality/value – This study illustrates the hierarchy of decisions relating to corporate communication mix, the communication wheel could also be useful in communication planning. If this assumption is held to be true it then becomes possible to lay out a framework for a progressive decision-making path that means making sequential choices (first strategic, then tactical). In the stakeholder approach, the aim of strategic decisions is to choose the stakeholder groups on which a firm has to focus its corporate communication activities

From fragmentation to collaboration in tourism promotion: an analysis of the adoption of IMC in the Amalfi coast

The fragmentation in decision-making among different stakeholders severely influences the effectiveness of tourism promotion, also in well-known destinations. Through the lens of collaboration theory, the paper empirically aims at exploring how an Integrated Marketing Communications (IMC) approach may be preferred to traditional communication programs to boost collaboration of different players. Depth interviews from tourism body stakeholders, organisations and other local government associations from the Amalfi coast region of Italy are conducted to identify incentives and barriers to adopting an integrated approach of communication to tourism promotion. The findings underpin the development of an implementation model aimed at pushing local stakeholders to attain the main benefits of creating and maintaining a network of relationships, implemented as a way to overcome uncertainty in tourism. The paper thus advances IMC in a tourism context, supporting the need to help economic actors to overcome boundaries that hinder them from joining their forces

The role of physical metaphors for decision-making in integrated corporate communication

Purpose – The role of metaphors in information management has generally been acknowledged due to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The aim of this study is thus to analyse physical metaphors as tools for making sequential decisions to achieve effective Integrated Corporate Communication (ICC). Design/methodology/approach – The paper draws on critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications. Findings – A revision of two well-known physical metaphors in the communication literature (the “wheel” and “umbrella”) has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, since it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels. Research limitations/implications – The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses. Originality/value – The paper shows that while scholars have concurred that integrated corporate communication is crucial for different type of organisations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC

Threonine 67 is a key component in the coupling of the NSS amino acid transporter KAAT1

The crystallizations of the prokaryotic LeuT and of the eukaryotic DAT and SERT transporters represent important steps forward in the comprehension of the molecular physiology of Neurotransmitter: Sodium Symporters, although the molecular determinants of the coupling mechanism and of ion selectivity still remain to be fully elucidated. The insect NSS homologue KAAT1 exhibits unusual physiological features, such as the ability to use K+ as the driver ion, weak chloride dependence, and the ability of the driver ion to influence the substrate selectivity; these characteristics can help to define the molecular determinants of NSS function. Two non-conserved residues are present in the putative sodium binding sites of KAAT1: Ala 66, corresponding to Gly 20 in the Na2 site of LeuT, and Ser 68, corresponding to Ala 22 in the Nal site. Thr 67 appears also to be significant since it is not conserved among NSS members, is present as threonine only in KAAT1 and in the paralogue CAATCH1 and, according to LeuT structure, is close to the amino acid binding site. Mutants of these residues were functionally characterized in Xenopus oocytes. The T67Y mutant exhibited uptake activity comparable to that of the wild type, but fully chloride-independent and with enhanced stereoselectivity. Interestingly, although dependent on the presence of sodium, the mutant showed reduced transport-associated currents, indicating uncoupling of the driver ion and amino acid fluxes. Thr 67 therefore appears to be a key component in the coupling mechanism, participating in a network that influences the cotransport of Na+ and the amino acid