International Review on Public and Nonprofit Marketing
Papers 359
1 page of 36 pages (359 results)
#1M Bilal Akbar (NTU: Nottingham Trent University)H-Index: 1
#2Liz Foote (Antioch University New England)
Last. Nancy R. LeeH-Index: 13
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This paper contributes to emerging discourse about the ongoing challenges and opportunities of social marketing as a discipline. The paper presents a qualitative perspective on existing challenges faced by social marketing and offers suggestions for addressing these challenges. Nine semi-structured interviews with social marketing academics and practitioners from six different countries were conducted. Thematic analysis was used to analyse and interpret the qualitative data. The study provides i...
Generation Z (Gen Z), consisting of individuals born between 1995 and 2010, is an important target for nonprofits due to the cohort’s high degree of social consciousness. However, Gen Z consumers are challenging to impact via advertising appeals due to their short attention spans. Our research investigates the relative impact of advertising appeals based on reactive guilt, anticipatory guilt, and existential guilt on Gen Z students at a West Coast private university. The study fills a research g...
Target groups’ identification and segmentation are critical to achieving an optimum programme outcome in social marketing. In this sense, this paper expands on the conceptual discussion of behaviour change from a social marketing perspective and theories or models about stakeholders. It aims to deepen the analysis of behaviour from the perspective of social marketing, integrating the following theories and models: The Stakeholder Theory, the Five Publics Model based on knowledge and involvement,...
#1Shahidul Islam (UBD: Universiti Brunei Darussalam)H-Index: 1
#2Nazlida Muhamad (UBD: Universiti Brunei Darussalam)H-Index: 6
Last. Wardah Hakimah Sumardi (UBD: Universiti Brunei Darussalam)H-Index: 2
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Customer-perceived service wellbeing (CPSW) refers to a positive response resulting from the experiential, relational, processual, and interactive character of a service or service situation that contributes to individual customer wellbeing and broader societal wellbeing. This paper aims to offer a conceptual model of the relationships between the wellbeing-focused dimensions of a firm’s activities and CPSW. Building on scholarly insights from the marketing logic and transformative service resea...
#1Rojikin Nor (UB: University of Brawijaya)
#2A. Juli Andi Gani (UB: University of Brawijaya)
Last. Fadillah Amin (UB: University of Brawijaya)H-Index: 1
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This study aims to investigate factors related to the State Civil Apparatus that influence Public Empowerment and Public Satisfaction in Central Kalimantan Province. The variables involved in this study are Organizational Commitment, Entrepreneurship, Professionalism, Good Governance, Public Service Quality, Public Empowerment, and Public Satisfaction. This research was conducted in the Organizational Structure of the Regional Apparatus that provides direct services to the public in the area of ...
This study examines the relationship between a person’s social media capital and civic engagement, focusing on the networks formed via two social network sites (SNSs) of Facebook and Twitter. The analysis of the survey data on young people’s social media use and civic engagement in the U.S. shows that, although all three types of online social ties (Facebook Friends, Twitter followers, and people one follows on Twitter) are positively associated with civic engagement, there are differences acros...
Top fields of study
Higher education
Social marketing
Public relations
Social psychology