Customer citizenship behaviour (CCB) is discretionary activity by a customer, over and above the normal requirements of an exchange, which benefit the firm. In this study, a review is conducted of the range of activity positioned as customer citizenship behaviour and a call is made to broaden the boundary conditions within which this activity falls. A four by three framework is developed in terms of exchange focus and time of exchange. Through this lens, new behaviours are identified, including marketing hype and consumption rituals. Qualitative research is presented on consumption rituals in a major sporting event: premiership rugby. Findings suggest that managers need to understand the time, space and practices within which their brands can have relevance. This will enable firms to position their brands to both benefit from CCB activity as well as form part of CCB activity.
One communication approach that lately has become more common is astroturfing, which has been more prominent since the proliferation of social media platforms. In this context, astroturfing is a fake grass-roots political campaign that aims to manipulate a certain audience. This exploratory research examined how effective astroturfing is in mitigating citizens’ natural defenses against politically persuasive messages. An experimental method was used to examine the persuasiveness of social media messages related to coal energy in their ability to persuade citizens’, and increase their level of nationalism. The results suggest that citizens are more likely to be persuaded by an astroturfed message than people who are exposed to a non-astroturfed message, regardless of their political leanings. However, the messages were not successful in altering an individual’s nationalistic views at the moment of exposure. The authors discuss these findings and propose how in a long-term context, astroturfing is a dangerous addition to persuasive communication.
Effective science communication is challenging when scientific messages are informed by a continually updating evidence base and must often compete against misinformation. We argue that we need a new program of science communication as collective intelligence—a collaborative approach, supported by technology. This would have four key advantages over the typical model where scientists communicate as individuals: scientific messages would be informed by (a) a wider base of aggregated knowledge, (b) contributions from a diverse scientific community, (c) participatory input from stakeholders, and (d) better responsiveness to ongoing changes in the state of knowledge.
Effective science communication is challenging when scientific messages are informed by a continually updating evidence base and must often compete against misinformation. We argue for the need for a new programme of science communication as collective intelligence—a collaborative approach, supported by technology. This would have four key advantages over the typical model where scientists communicate as individuals: scientific messages would be informed by (1) a wider base of aggregated knowledge, (2) contributions from a diverse scientific community, (3) participatory input from stakeholders, and (4) better responsiveness to ongoing changes in the state of knowledge.
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