Technology may facilitate health and wellbeing consumer engagement. When there is scant public health provision and socio-cultural norms marginalise consumers stigmatised from cancer, we reveal how a brands' corporate social media campaign can support vulnerable consumers with resource constraints. Drawing from a transformative consumer research lens, we investigate five years of computer-mediated communications facilitated by the Indian brand Dabur Vatika. Through a grounded theory and an abductive reasoning approach, we unveil how vulnerable consumers directly or indirectly affected by cancer leverage brand's social media to replenish resources. First, we identify how vulnerable consumers engage to replenish depleted emotional and social support resources. We further expand consumer engagement scholarship by offering a preliminary definition of "vulnerable consumer engagement". Second, we provide a nascent classification of vulnerable consumers in a consumer-producer role, Principal Vulnerable Consumers and Associate Vulnerable Consumers, distinguished by their proximity to the vulnerable context. Lastly, we reveal how brands may perform a transformative role, to replenish social, emotional and operant resources at micro level through the engagement of vulnerable consumers with corporate social media. This insight is informative for policymakers, advertising practitioners and transformative consumer research academics.
Purpose Knowledge is a key success factor in achieving competitive advantage. The purpose of this paper is to examine how mobile health technology facilitates knowledge management (KM) practices to enhance a public health service in an emerging economies context. Specifically, the acceptance of a knowledge-resource application by community health workers (CHWs) to deliver breast cancer health care in India, where resources are depleted, is explored. Design/methodology/approach Fieldwork activity conducted 20 semi-structured interviews with frontline CHWs, which were analysed using an interpretive inductive approach. Findings The application generates knowledge as a resource that signals quality health care and yields a positive reputation for the public health service. The CHW’s acceptance of technology enables knowledge generation and knowledge capture. The design facilitates knowledge codification and knowledge transfer of breast cancer information to standardise quality patient care. Practical implications KM insights are provided for the implementation of mobile health technology for frontline health-care professionals in an emerging economies context. The knowledge-resource application can deliver breast cancer care, in localised areas with the potential for wider contexts. The outcomes are valuable for policymakers, health service managers and KM practitioners in an emerging economies context. Social implications The legacy of the mobile heath technology is the normalisation of breast cancer discourse and the technical up-skilling of CHWs. Originality/value First, this paper contributes three propositions to KM scholarship, in a public health care, emerging economies context. Second, via an interdisciplinary theoretical lens (signalling theory and technology acceptance model), this paper offers a novel conceptualisation to illustrate how a knowledge-resource application can shape an organisation’s KM to form a resource-based competitive advantage.
Purpose – The purpose of this paper is to review live-client learning activities in higher education, highlighting a lack of multi-stakeholder evaluation of “learning by doing” pedagogies in current literature. It extends existing discussion of employability outcomes, dominated by findings from larger organisations, towards arguably, a more meaningful concept: “employagility”; whereby graduates engage in “agile” life-long skills development, through exposure to learning within small- to medium-sized enterprise (SME), enhancing potential to contribute to local and wider economies. Design/methodology/approach – Findings from in-depth, semi-structured interviews and reflective learning journals, captured from triangulated perspectives, presented as the “3Es”: employers, educators and engagers (in this case, undergraduate marketing students). Findings – Students identified involvement in “real” live-client projects, applying knowledge learned in the classroom to solve a business problem, enabled them to develop skills demanded by employers. Clients noted how student work exceeded expectations, providing tangible outputs and innovative ideas for their business, even through limited periods of interaction. Educators explained how relatively simple changes to curricula and extra-curricular activities can enable the development of SME-relevant “agile” graduates. Originality/value – With SMEs at the forefront of government programmes to lead economic recovery, it is imperative higher education institutions recognise the need for development of appropriately “agile” graduates. This paper contributes a new 3Es model illustrating mutual benefits of collaboration, proposing a “competence-employagility” continuum.
As health advertising researchers we become involved with a variety of health and well-being issues in order to advance social marketing research. Health advertising research involves mainly face-to-face encounters with participants using qualitative methodologies. This article explores the challenges a researcher of British origin faced undertaking fieldwork in India in an effort to collect qualitative data about breast cancer awareness (BCA) and prevention, a culturally taboo subject. Key obstacles included cultural barriers, research method assumptions and researcher resilience. Reflexivity has been recognized as a crucial stage in the process of generating knowledge via qualitative research processes. Thereby applying the critical lens of reflexivity, this article reflects upon the complexities of accessing Indian women (a fiercely private demographic) to participate in discussions about the sensitive topic of breast cancer. The results are discussed and recommendations from this researcher’s experience are presented as a resource to assist future qualitative health advertising inquiry
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