Business Commons^™

Social Marketing And The Implementation Of The National Disability Insurance Scheme, Jodie Kleinschafer, Felicity Small, Mona Nikidehaghani

Faculty of Business - Papers (Archive)

The National Disability Insurance Scheme (NDIS) is a nation-wide government policy designed to support people living with a disability (PWD) and constitutes a significant reform in the provision of disability funding in Australia. This reform is a rapidly implemented response to the poor living conditions for PWD, as identified in the Australian Productivity Commission's report in 2011. It is founded on the social aim of empowering PWD with choice and control so they can "live an ordinary life". As such the implementation of this policy could have benefited from the application of social marketing strategy from the beginning, as the …

The Impact Of Integration Quality On Customer Equity In Data Driven Omnichannel Services Marketing, Tasnim M Taufique Hossain, Shahriar Akter, Uraiporn Kattiyapornpong, Samuel Fosso Wamba

Faculty of Business - Papers (Archive)

The plethora of digital channels has shifted multichannel services to an omnichannel environment. In the omnichannel context, the borderline of offline, online and digital channels is diminishing as consumers utilize several channels simultaneously to complete any purchases. Additionally, as more channels are introduced, the amount of customer data collected at each touch point is increasing rapidly. However, the urgent need to integrate all information with service attributes within these channels will result in increasing cost and consequently customer dissatisfaction if they are disintegrated. To address this phenomenon, this research focuses towards developing quality dimension for data driven omnichannel services marketing. …

Unlocking The Potential Of Branding In Social Marketing Services: Utilising Brand Personality And Brand Personality Appeal, Ross Gordon, Nadia Zainuddin, Christopher A. Magee

Faculty of Business - Papers (Archive)

Purpose - This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to engage with a service. Design/methodology/approach - The associations between BP and BPA and their subsequent associations with attitudes and intentions are tested in two service types, i.e. a commercial marketing service (banking) and a social marketing service (health screening). This involved a cross-sectional dual online survey administered to a sample of 395 women 50-69 …

The Characteristics Of Potential Environmental Volunteers: Implications For Marketing Communications, Melanie J. Randle, Sara Dolnicar

Faculty of Business - Papers (Archive)

Many environmental organisations rely on volunteers to provide important services that would otherwise not be provided by government. However, with the substantial growth in Australia's non-profit sector, the competition for volunteers has increased significantly. Non-profit organisations are implementing marketing strategies to convince potential volunteers that their particular cause is more worthy of an individual's valuable time than other leisure activities. Most studies of volunteers focus on individuals who are already involved; however, equally important is understanding those who have not previously volunteered but who stated their intention to do so in future. This study investigates this notion in the context …

A Qualitative Analysis Of Young Drivers' Perceptions Of Driver Distraction Social Marketing Interventions, Nathan Turnbull, Jennifer Algie

Faculty of Business - Papers (Archive)

This study gives insight into why current driver distraction social marketing interventions are not motivating the high-risk target audience of young drivers to cease using their mobile phones when driving. Three focus groups (n=30) were conducted with drivers aged 18-25 years old to explore current attitudes and behaviours in regard to mobile phone use when driving. Additionally four emergent themes were identified from the target audience’s reactions to six social marketing interventions specifically targeting mobile phone cessation. These themes are analysed through the lens of the Extended Parallel Process Model (EPPM) comprising perceived severity, perceived susceptibility, response efficacy and self-efficacy.

Tourism Marketing Communications On A Chinese Social Media Platform, Jing Ge

Faculty of Business - Papers (Archive)

Social media have become important communicative platforms for tourism marketers but it is not clear if and how the communicative language of marketerto- consumer is different from consumer-to-consumer. Given the enormous growth of both tourism and social media in China, this paper focuses on patterns in language use by the Chinese tourism marketers on Weibo. Using systemic semiotic approach, it selects and investigates two corpora of communication on Weibo - tourism to consumer and consumer to consumer. This study expects to provide the firm understanding and categorize the patterns in the language used by Chinese social media marketers so that …

Strategic Marketing Sustainability: From A Marketing Mix To A Marketing Matrix, Alan Pomering

Faculty of Business - Papers (Archive)

This paper proposes a marketing planning framework that will assist managers to address sustainability challenges in their decision making, in line with the American Marketing Association's (AMA) revised (2007) definition of marketing, which calls for a responsibility to society at large, not just individual consumers. At present, marketing's conceptual frameworks lag behind what is a fundamental and significant shift in marketing philosophy. We propose a Sustainability Marketing Model, a simple yet systematic framework that ensures sustainability cascades through the marketing planning process. In developing this, the marketing mix is replaced with a matrix that adds four critical decision fields to …

Bringing Marketing Into Nonprofit Organisations: A Managerial Nightmare!, Paul Chad, Elias Kyriazis, Judy M. Motion

Faculty of Business - Papers (Archive)

Many Boards and CEOs of nonprofit organisations face a dilemma in today's increasingly competitive market, that of introducing cultural change by forcing adoption of a market orientation to improve performance. The problem lies in that employees and managers misunderstand or have serious apprehensions towards marketing. In extreme cases, employees call it "going to the darkside". Via an in-depth case study, the tension-filled process by which management introduced market orientation into a charity is examined. The benefit of the paper is that it forewarnsmanagers of what to expect regarding potential employee resistance. We identify and provide solutions for senior managers considering …

Following The Theme: Impact Of Marketing Awareness On The Consumption Of Themed Drives, Namita Roy, Ulrike Gretzel

Faculty of Business - Papers (Archive)

This study highlights the changes in tourist behaviour on themed drives dependent on marketing awareness. It uses network analysis to empirically test the structural configuration of trips by visitors who are aware that they are driving on a themed route and those who are not using the Grand Pacific Drive in NSW as a case study. Results indicate the lack of a focussed itinerary and resultant complex travel patterns of unaware visitors.

Consumers As Value Creators: Exploring Value Self-Creation In Social Marketing, Angie Mccosker, Nadia Zainuddin, Wing Yin Leona Tam

Faculty of Business - Papers (Archive)

Value creation is an important part of social marketing, which attempts to create value for target audiences to induce behaviour change (Kotler & Lee, 2011). Social marketing is often concerned with voluntary behaviour change, and as such, requires a level of active consumer participation within the value creation process. The voluntary nature of many social marketing activities suggests that the experiential value of these behaviours is proactive. Holbrook (1994) distinguishes between passive and active value in commercial marketing, whereby passive value is experienced by consumers reactively in response to the consumption of an object or service, and active value is …

Influence Of Pharmaceutical Marketing On Prescription Practices Of Physicians, Roshni Narendran, M Narendranathan

Faculty of Business - Papers (Archive)

In India same drug molecules are sold under different brand names by different pharmaceuticals. To persuade the physicians to prescribe their brands pharmaceuticals engage in marketing techniques like giving samples, gifts, sponsoring travel etc. Many countries are striving to reduce the impact of incentives on prescription behaviour. This study explores the influence of pharmaceutical marketing on the prescription practices of doctors in India. There were 103 study subjects - 50 doctors and 53 sales personnel. Data collection was done by a self administered questionnaire. Data were collected on 36 variables which were supposed to influence prescription. The effectiveness of the …

Organization-Based Social Marketing: An Alternative Approach For Organizations Adopting Sustainable Business Practices, Mary Franks Papakosmas, Gary Noble, John Glynn

Faculty of Commerce - Papers (Archive)

This article conceptualizes a new area for social marketing practitioners by focusing on individual behavior change that might occur within organizations. Organization-Based Social Marketing (OBSM) draws from organization change theory and internal marketing theory, while maintaining social marketing’s focus on beneficial behavior modification. The article argues that as such, OBSM represents a viable approach for organizations seeking to address the increasing demand for change strategies that promote proenvironmental behavior among their employees

Attracting Volunteers In Highly Multicultural Societies: A Marketing Challenge, Melanie J. Randle, Sara Dolnicar

Faculty of Commerce - Papers (Archive)

Volunteer managers face a typical marketing problem: how to identify the right consumers (in this case, volunteers), attract them, and keep them loyal. In multicultural societies this challenge is amplified because of the different groups originating from countries that can vary significantly in terms of the extent of volunteering and reasons for being involved. The consequence of this heterogeneity is limited success of generic marketing campaigns. Using the theory of planned behavior, we investigate differences between Australian residents from different cultural backgrounds in their volunteering behavior. Groups differed in attitude, social norm, and perceived behavioral control, suggesting the need for …

Exploring The Role Of Marketing Strategy And New Product Development In Long-Term Success Of Market Acceptance: A Case Study Of A Local Product In Thailand, Pensri Jaroenwanit, Uraiporn Kattiyapornpong

Faculty of Business - Papers (Archive)

This paper aims to present the exploratory study of the role of marketing strategy and new product development in achieving long-term success of market acceptance in the context of a local product in Thailand. It is part of a large project, only qualitative study is included in this paper. The research methodology comprised documentary research, focus group discussion, and in-depth interview. Participants included local business representatives and customers who live in the regional area and have purchased and consumed the regional products in the last twelve months. The exploratory findings showed the importance of understanding the role of marketing strategy …

Bragging Rights And Destination Marketing: A Tourism Bragging Rights Model, Gregory M. Kerr, Clifford Lewis, Lois Burgess

Faculty of Commerce - Papers (Archive)

In a study seeking to understand destination choice, focus group participants consisting of travellers, mentioned the importance of ‘bragging rights’. Additionally, tourism marketers when interviewed about destination choice also referred to bragging rights. An online search of ‘travel’, ‘tourism’ and ‘bragging rights’ revealed thousands of links. Despite this, bragging rights has received limited attention in tourism research. This paper defines bragging rights, discusses its relevance to tourism and proposes a conceptual model suggesting how bragging rights can be managed by destination marketers to enhance destination image and consequently increase visitation.

The Use Of Team-Based Learning As An Approach To Increased Engagement And Learning For Marketing Students: A Case Study, Paul Chad

Faculty of Commerce - Papers (Archive)

Marketing educators are often faced with poor preclass preparation by students, declining student interest in attending classes as the semester progresses, and student complaints regarding previous bad experiences with team assessment activities. Teambased learning (TBL) is an innovative teaching strategy using semiformalized guidelines aimed to enhance student engagement and improve teamwork and, hence, overcome the typical problems faced by educators. This case study examines the firsttime use of TBL in a postgraduate marketing subject at an Australian university. The results indicate that the TBL innovation has a positive influence on student engagement and offers opportunities to assist learning. The study …

Value Creation In Social Marketing For The Continued Use Of Wellness Services, Nadia Zainuddin

Faculty of Commerce - Papers (Archive)

In social marketing, in order to incentivise individuals into performing desired social behaviours, a value proposition is required (Dann, 2008; Kotler and Lee, 2008) as consumers often act out of self-interest (Rothschild, 1999). Value propositions offer relevant and timely incentives to encourage individuals to not only voluntarily perform these behaviours, but maintain these behaviours long-term. Much of the current research in value is focussed on a goods-oriented commercial marketing context, using an economic approach, which has resulted in a lack of investigation of value in a social marketing context from an experiential perspective (Holbrook, 1994), which this paper seeks to …

Complex Modeling In Marketing Using Component Based Sem, Shahriar Akter, Umme Hani

Faculty of Commerce - Papers (Archive)

Structural equation modeling (SEM) is an important tool for marketing researchers to estimate a network of causal relationships linking two or more complex concepts. The PLS approach to SEM, also known as component based SEM, is becoming more prominent in estimating complex models due to its soft modeling assumptions. This study elucidates the use of component based SEM in estimating a complex higher order model with a small sample size. The utility of the approach is illustrated empirically by estimating a third-order, reflective, hierarchical service quality model in the context of mHealth. The findings of the study confirm the conceptual …

Privatisation And Marketisation Of Indonesian Public Universities : A Systematic Review Of Student Choice Criteria Literature, Andriani Kusumawati

Sydney Business School - Papers

The transformation of higher education from the dependency on government funding to the competitive funding market indicates that universities have to compete for students in the recruitment markets. As the result, the motivating factors for students in choosing a university have undergone change also and the role of marketing in student recruitment has increasingly important. This study approach has entailed systematically searching, collecting and reviewing of the pertinent and recent literature from relevant databases. The purpose of this systematic review is to explore the nature of the privatisation and marketisatisation of higher education especially in the student choice context. The …

Innovation In The Web Marketing Programs Of American Convention And Visitor Bureaus, Florian Zach, Ulrike Gretzel, Zheng Xiang

Faculty of Commerce - Papers (Archive)

It is generally acknowledged that innovation is an important source for competitive advantage among tourism destinations. The goal of this study was to identify and assess the nature of innovation by American convention and visitors bureaus. In particular, this study examined the extent, timeliness, and continuity of innovation in Web marketing efforts and the perceived contribution of this investment to the overall success of the bureau's Web marketing program. The findings indicate that American convention and visitor bureaus have invested substantially in their websites and continue redesigning them as new technology and Web marketing trends emerge. However, it appears that …

Using The Brand Molecule Concept To Guide The Management And Marketing Of A Professional Sports Team, Alan Pomering, Dirk Melton, Gregory Kerr

Faculty of Commerce - Papers (Archive)

The sports industry is an important one; it is estimated to be the 11th largest industry in the United States. Within this industry, individual sports, at both the amateur and professional levels, compete for talented players, supporters, government funding, and sponsorship dollars. It is therefore important for sports to manage their sports brands. We use Lederer and Hill’s (2001) brand molecule concept to explain the brand management implications for a professional, national sports team, the Bulldogs, a Sydney-based team in Australia’s National Rugby League competition. The brand molecule highlights for the brand manager the positive and negative atoms that comprise …

Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman

Faculty of Informatics - Papers (Archive)

Savvy marketers have long sought to exploit the psychological effects of color to differentiate their brands and create competitive advantage: IBM Blue, Coca- Cola Red, and BP Green. These are not new colors but well-known brand colors. While changes in international trademark law over the past decade paved the way for marketers to seek protection for a color associated with a brand, this case demonstrates some important challenges in defending such trademarks.

"Making Connections": Insights Into Relationship Marketing From The Australasian Stock And Station Agent Industry, Simon Ville

Faculty of Commerce - Papers (Archive)

Relationship marketing has received little attention from business historians who have favored the study of branding, associational advertising, market research, and the role of marketing agencies, particularly in relation to modern consumer manufacturing. Although the term relationship marketing is of recent origin, we analyze its practice under a different guise, "connections", over several centuries: we draw on the extensive archival evidence of a rural business services industry in Australia and New Zealand. Relationship marketing's emphasis upon close and enduring individual customer relationships mitigated uncertainty of performance and behaviour, on both sides of the transaction, created by a long and geographically …

Can Australian Universities Take Measures To Increase The Lecture Attendance Of Marketing Students?, Sara Dolnicar, Sebastian Kaiser, Katrina Matus, Wilma Vialle

Faculty of Commerce - Papers (Archive)

Lectures are a central element of traditional university learning, but Australian lecturers increasingly face very low levels of lecture attendance. A significant amount of research exists that investigates the drivers of lecture attendance. However, those studies typically study single factors in an isolated manner, thus overestimating the importance of individual factors. This study contributes to the understanding of lecture attendance (and nonattendance) by including a range of factors that potentially affect lecture attendance simultaneously, thus accounting for possible interactions between factors and identifying the key drivers of lecture attendance. The study uses a survey among all students of an Australian …

A Marketing Perspective On Choice Factors Considered By South African First-Year Students In Selecting A Higher Education Institution, Melanie Wiese, C H Van Heerden, Yolanda Jordaan, E North

Faculty of Commerce - Papers (Archive)

The unstable and turbulent environment in which higher education institutions all over the world currently have to operate poses many management and marketing challenges to such institutions. As non-profit organisations, the ability of higher education institutions to survive and grow would be enhanced by up-to-date knowledge and information regarding the higher education environment, and more specifically by having marketing and communication strategies that might influence students making decisions on which university to enrol at. The main goal of this study was to investigate the relevant importance of the choice factors that prospective students considered, as well as the sources of …

Enhancing Occupational Health And Safety In Young Workers: The Role Of Social Marketing, Anne M. Lavack, Sherry Magnuson, Sameer Deshpande, Debra Z. Basil, Michael D. Basil, James H. Mintz

Faculty of Commerce - Papers (Archive)

• Young workers (age 15-24) suffer work-related injury at a much higher rate than older workers, yet research on the role and effectiveness of social marketing to influence and improve workplace safety is limited.
• A review of the relevant literature reveals that significant gaps exist in terms of effectively using social marketing to reduce young worker injury rates.
• A comprehensive, multi-faceted social marketing approach is required to address young worker safety.
• Directing more attention toward the practice of social marketing can enhance the effectiveness of campaigns to reduce workplace injurie.

Formative Versus Reflective Measurement Models: Two Applications Of Formative Measurement, T. Coltman, T. M. Devinney, D. F. Midgley, S. Venaik

Faculty of Informatics - Papers (Archive)

This paper presents a framework that helps researchers to design and validate both formative and reflective measurement models. The framework draws from the existing literature and includes both theoretical and empirical considerations. Two important examples, one from international business and one from marketing, illustrate the use of the framework. Both examples concern constructs that are fundamental to theory-building in these disciplines, and constructs that most scholars measure reflectively. In contrast, applying the framework suggests that a formative measurement model may be more appropriate. These results reinforce the need for all researchers to justify, both theoretically and empirically, their choice of …

Mobile Information Services Marketing To Serve The Bop Market, Md. Shahriar Akter, Fumiyo N. Kondo

Faculty of Commerce - Papers (Archive)

Wireless technologies have created an unprecedented opportunity for direct marketing to communicate with customers in an instantaneous, interactive and customized way. At present the number of mobile customers in the world have already exceeded 3 billion and among them two third of the customers are coming from the developing countries where there is high growth of mobile penetration and mobile service consumption. Our study has focused on this developing segment to market mobile information services to the unconnected and deprived customers to solve their problems at the robust pace. The paper has recommended some basic information needs as well as …

Desalination And Recycling: Australians Raise Health, Environment And Cost Concerns, Sara Dolnicar, A. Schafer

Faculty of Commerce - Papers (Archive)

Desalination and recycling are hot topics in Australia, with considerable public opposition to both technologies in a country that is desperately short of water. The authors have done new research which show that, while the results are “very clear”, the lack of knowledge among the population makes their choices less than informed.

Student Experiences And Perceptions Of Team-Teaching In A Large Undergraduate Class, Venkata K. Yanamandram, G. Noble

Faculty of Commerce - Papers (Archive)

This paper examines student experiences and perceptions of two models of team-teaching employed at a regional Australian university to teach a large undergraduate marketing subject. The two team-teaching models adopted for use in this subject can be characterised by the large number of team members (ten and six) and the relatively low level of team involvement in the planning and administration of the team-teaching process. The paper examines students' experiences in an effort to identify the strengths and weaknesses of the team-teaching approach from the students' perspective. This paper contributes to our knowledge of teaching practice by identifying, amongst other …