Charity donation is an important prosocial behaviour that is often generated/strengthened by emotional stimuli from advertising. A similar strategy is often used to trigger the purchase of cause‐related products. The two activities represent direct and indirect methods of financial support and are important topics for researchers and practitioners. Charity donation and purchase of cause‐related products are typically investigated on the basis of different theoretical backgrounds; therefore, they are almost never directly compared with each other. However, the two share some similarities from the perspectives of the donor/buyer and the donation recipient. This article aims to analyse how direct and indirect donation behaviours are influenced by the same emotional stimulus (existential guilt generated by a visual advertisement). In parallel, this article examines the possible moderation effect of similar past behaviours. The study is performed by surveying 374 respondents in Lithuania. Results confirmed that the same emotion (existential guilt) had a direct positive impact on the intention towards both studied behaviours. However, the moderation effect of experience was observed only in the relationship between existential guilt and the intention to donate to charity, signalling the difference in its influence on the two behaviours. These findings enrich the knowledge of the similarities and differences between direct (donating to charity) and indirect (purchasing cause‐related products) donation behaviours. Additionally, it fills in the knowledge gap regarding the relation between the intentions of prosocial behaviours and existential guilt as an advertising appeal.
Online learning is a powerful option for professional development in various careers, including marketing. However, massive open online courses (MOOCs) tend to face an issue of course dropouts, and this cannot only be attributed to factors like course content or value. Social interactions among students and interest-generating elements of MOOCs are equally important elements of online learning ecosystems. Therefore, this study approaches the problem from the perspective of the social exchange theory with insights into the cognitive evaluation theory to predict the effects of social interactions and gamification rewards on the process of studies. The data from an experiment and a subsequent survey of marketing course participants were used to analyze student satisfaction and dropouts through the lens of the social exchange theory and to see the effects of expected and unexpected gamification rewards. This contributes to the knowledge about factors that influence online course discontinuation, provides managerial and educational insights on dropout reduction, and specifies directions for further studies on the use of gamification elements in MOOCs.
The article analyses relation between subjective wellbeing (SWB) expressed as general satisfaction with life and its possible micro level determinants. Many studies have been published that relate macro level determinants (such as GDP or unemployment level) with aggregated national level of SWB. There is a vast amount of economic literature which analyses few or even single demographic, socioeconomic , social and attitudinal/cultural variables that influence life satisfaction at an individual level. But it is a rare case that study is done on a rich data set that includes all the aforementioned variables in a single analysis and is nationally representative. Moreover, there is no thorough analysis of micro level determinants of life satisfaction in Lithuania. The present study analyses Lithuanian data of Eurobarometer study on social capital that includes many variables that are considered by theoretical literature as likely determinants of SWB. Micro level analysis shows that most important determinants of general life satisfaction in Lithuania are satisfaction with health and financial situation. Employment status, educational level, marital status, community involvement, presence of children also tend to be significantly related to subjective wellbeing. The study also revealed that age in contrary to many previous studies should not be considered as an important determinant of SWB as its effect is explained by differences of health and financial satisfaction levels. Nevertheless, further studies are needed to reveal the nature of relations and interdependency of different variables and SWB more deeply. Further analysis of rich data sets that include many countries would also allow better understanding the influence of such variables as country development level or culture.
Multiple scales measuring a customer's, or consumer's, engagement (CE) with a brand or specific brand elements (e.g., advertising/social media content) have been proposed in the literature, offering researchers different options to gauge CE. However, the myriad proposed operationalizations can yield confusion among scholars regarding how to best capture CE, exposing a growing issue for CE research. Addressing this issue, we take stock of major scales measuring a CE with a brand or specific brand elements. To achieve this objective, we performed a systematic review of major CE scale development articles (2005 to January 2023) using the Preferred Reporting Items for Systematic reviews and Meta-Analyses (PRISMA) approach. We systematically evaluated these scales in terms of their respective CE conceptualization, dimensionality, itemization, and underlying theoretical perspective. We also identify potential scale-related risks, or pitfalls, exposing important insight for CE researchers.Overall, the results suggest the existence of theoretical contamination in specific CE measures (e.g., through the inclusion of related concepts in the proposed CE definition), compromising their theoretical rigor and raising a need for scholars to verify the theoretical underpinnings of their adopted CE scales.
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