nep-mkt New Economics Papers
on Marketing
Issue of 2021‒11‒15
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. An Experimental Test of Cause-Related Marketing and Charitable Giving By James J. Murphy; Molly Conlin; Bryan Haugstad
  2. Modeling Facebook users' behavior towards the use of pages related to healthy diet and sport activities By Nikolaos Misirlis; Marjon Elshof; Maro Vlachopoulou

  1. By: James J. Murphy (Department of Economics, University of Alaska Anchorage); Molly Conlin (Department of Economics, University of Alaska Anchorage); Bryan Haugstad (Department of Economics, University of Alaska Anchorage)
    Abstract: We conducted a natural field experiment at a local toy store in Anchorage, Alaska to estimate the potential impact on consumer behavior and business revenues when the firm’s charitable donation is conditional on the total dollar amount of the individual transaction. Results suggest that there was a modest increase in sales revenue as a result of the donation offer, however it is unlikely that the additional profits offset the cost of the donations.
    Keywords: Experimental economics, field experiment, charitable giving, cause-related marketing, corporate social responsibility, philanthropy
    JEL: C90 C93 D64 D9 H41
    Date: 2021–09
  2. By: Nikolaos Misirlis (HAN - Hogeschool van Arnhem en Nijmegen); Marjon Elshof (HAN - Hogeschool van Arnhem en Nijmegen); Maro Vlachopoulou (UoM - University of Macedonia [Thessaloniki])
    Abstract: Purpose: In this article we aim to model social media users' behavior in relation with the use of specified Facebook pages and groups, related to eHealth, specifically to healthy diet and sport activities. The study represents to the best of our knowledge the first region-focused on a specific geographical area research. Methods: The users' personality is measured through the well-known Big Five model and the behavior is predicted with the Theory of Planned Behavior (TPB). Structural Equation Modeling is used in order to statistically control the associations among the diverse observed and latent variables. Results: The results suggest an extended theory of planned behavior in combination with personality traits, on eHealth field. Openness and Extraversion do not seem to have positive effect on Attitude. Users' attitude can be affected positively from Agreeableness and Subjective Norms, guiding to finally positive affection of users' actual behavior. Agreeableness cannot influence behavior, directly, nor through SN, since the hypothesis path A-SN is not verified, but it can through Attitude. Neuroticism was negatively correlated to PBC but this hypothesis was not, also, confirmed in the proposed model. Implications: While literature confirms all of our hypotheses, in our study only 8 in 12 are finally confirmed. The difference between the present model and literature findings can be located on the different cultural dimensions among the different studies. The present survey is focused on the Greek region with all the participants to be Greeks. This location-based limitation could be surpassed by conducting the same research on different geographical regions and then confront the outcomes.
    Keywords: Big Five Personality Model,Personality traits,Facebook,Theory of Planned Behavior
    Date: 2021

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