Scholarly Work - Business
Permanent URI for this collectionhttps://scholarworks.montana.edu/handle/1/9306
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Item This ad’s for you: how personalized SNS advertisements affect the consumer–brand relationship(Emerald, 2023-03) Tran, Trang; Sen, Sandipan; Van Steenburg, EricPurpose. Firms can now access users’ digital histories due to advances in technology and deliver personalized recommendations through social network sites (SNS) such as Facebook that offers advanced targeting options and reliable conversion tracking. This paper aims to examine the effects of personalized advertisements on SNS on the relationship between consumers and brands, tests the impact of brand attachment and experience on brand equity through personalized SNS ads and investigates the influence of such ads on branded products and services. Design/methodology/approach. Two studies were conducted. Study 1 (n = 275) was a survey-based design that leveraged structural equation modeling to test the hypotheses, while Study 2 (n = 350) used experimental design to compare two groups who saw service brand ads versus those who saw product brand ads. Findings. Results showed that SNS ads supporting the brand had a significant positive impact on respondents’ brand attachment and brand experience. In both studies, brand experience positively impacted all the elements of brand equity, while brand attachment was found to impact brand loyalty. Originality/value. The findings illustrate how personalized ads for brands appearing on SNS can change consumer perceptions, thus affecting the consumer–brand relationship. The results bode well for brands considering leveraging SNS in their marketing mix, particularly when the strategy behind the advertising is brand building.Item The new world of philanthropy: How changing financial behavior, public policies, and COVID ‐19 affect nonprofit fundraising and marketing(Wiley, 2022-06) Van Steenburg, Eric; Anaza, Nwamaka A.; Ashhar, Ahmed; Barrios, Andres; Deutsch, Ashley R.; Gardner, Meryl P.; Priya, Preeti; Roy, Abhijit; Sivaraman, Anu; Taylor, Kimberly A.Evolving financial behavior, an unpredictable public policy atmosphere, and an unparalleled global pandemic have collaborated to disrupt nonprofit fundraising. The COVID-19 pandemic alone exacerbated consumer demands for nonprofit services while curtailing nonprofit organizations' ability to fundraise. Without fundraising, nonprofit organizations cannot achieve their mission or support their causes, leading to a precarious situation for societal well-being. Meanwhile, consumers are changing their financial behaviors, with younger generations often going cashless. At the same time, governments continue to change policies that affect nonprofit organizations. In keeping with the transformative consumer research movement, the present study provides a conceptual framework for the state of nonprofit fundraising amid the challenges associated with changes in financial behavior and public policy, coupled with the effects of the global pandemic. Marketing strategies for fundraising success are presented to aid nonprofits going forward and serve societal interests.Item How preexisting beliefs and message involvement drive charitable donations: an integrated model(Emerald, 2021-12) Van Steenburg, Eric; Spears, NancyPurpose. The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations. Design/methodology/approach. The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments. Findings. Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement. Research limitations/implications. Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients. Practical implications. The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate. Originality/value. This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.Item Political Polarization: Challenges, Opportunities, and Hope for Consumer Welfare, Marketers, and Public Policy(SAGE Publications, 2021-03) Weber, T.J.; Hydock, Chris; Ding, William; Gardner, Meryl; Jacob, Pradeep; Mandel, Naomi; Sprott, David E.; Van Steenburg, EricPolitical polarization is a marked political division in the population, characterized by multiple manifestations. The authors argue that it can affect consumer psychology, which in turn influences marketers, policy makers, and consumer welfare. The present work introduces the construct of political polarization to the marketing literature and shows how it serves as a novel challenge for various marketing stakeholders. For consumers, the authors propose that political polarization increases the salience of political identities, alters inter- and intragroup dynamics, and amplifies cognitive biases. These effects negatively affect consumer welfare, including financial welfare, relationships, mental and physical health, and societal interests. For marketers, polarization introduces a challenge to both be more sociopolitically engaged while also navigating competing political interests. Polarization also creates new opportunities and challenges for segmentation, targeting, loyalty, and product offerings. For policy makers, political polarization creates policy gaps, impedes the implementation of policy, and obstructs governance. Building from these insights, the authors consider the drawbacks and overlooked benefits of political polarization, potential remedies, and directions for future research.Item When Best Intentions Fail: Why Ads May Fall Short in Combating Islamophobia(2020-05) Van Steenburg, EricIncreasing crimes against Muslims are evidence that Muslim Americans are being targeted, while political and media rhetoric has aided the rise of Islamophobia. In response, the Council on American-Islamic Relations initiated an advertising campaign to reframe the discourse. Relying on terror management theory as a foundation, this research leverages a sequential mixed-method approach to evaluate and analyze the ads, bringing together concepts of rhetorical articulation of politics, discourse analysis of media-based rhetoric, and complicity theory related to racism to understand contemporary political framing of Islam. A quantitative study determined one’s religious fundamentalism had an effect on the viewer’s attitude toward the ads. This was followed by a qualitative analysis of the ads based on Stern’s approach to advertisement critique. Triangulated results show that the ads reinforce cultural worldviews that frame Muslims as “other” that could entrench existing attitudes toward Muslim Americans. Suggestions are made for future advertising efforts to reframe the discussion.