Marketer behaviour: a case for making this socially real

Woodall, T; Hiller, Alex

doi:10.1080/0267257x.2021.2019088

Cited by 2 publications

(2 citation statements)

References 145 publications

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“…They state it is “in businesses’ interest to find new solutions that enable sustainable consumption and production patterns,” while consumers are encouraged to help by “(1) [r]educing your waste and (2) [b]eing thoughtful about what you buy and choosing a sustainable option whenever possible” (United Nations Sustainable Development Goals, n.d.). However, much of what happens in businesses and how decisions get made are a function of marketers’ own individual belief and value systems (Woodall & Hiller, 2022), which for marketing students considering their future roles in the field, is rarely related to sustainability (Woodall et al, 2022). For SDG 12 to succeed, a paradigmatic shift is needed for marketers as much as it is for consumers.…”

Section: Discussionmentioning

confidence: 99%

RESCUER: Combining Passive and Active Learning Techniques to Teach Food Sustainability

Banu,

Darmody,

Neilson

2024

Journal of Marketing Education

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This paper discusses the creation and implementation of an experiential learning assignment focused on the United Nation’s Sustainable Development Goal (SDG) 12, which aims to ensure sustainable consumption and production patterns. Using a grounded theory approach that combines analyzing 90 senior-level marketing students’ reflective essays alongside 63 pre- and post-assignment survey responses, we develop the “RESCUER” framework which combines active and passive learning elements. We demonstrate how active learning layered on top of passive methods can be an effective means to generate more responsible consumer behaviors within a complex food supply system. Students begin with passive learning components in the form of readings and lectures (labeled Resources), before Engaging with mindfulness in an active learning activity that involves the selection, purchase, and preparation of perishable food for a salad. The framework also includes the important effects of Social influence and its role in how Cognizance and Underlying problem salience are generated. Finally included are factors that Expedite the process of generating cognizance and problem salience such as the ready availability of relevant facilities (e.g., the existence of a garbage sorting system), which can enable more Responsible consumer behaviors.

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Section: Discussionmentioning

confidence: 99%

RESCUER: Combining Passive and Active Learning Techniques to Teach Food Sustainability

Banu,

Darmody,

Neilson

2024

Journal of Marketing Education

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“…Based on the American Marketing Association's definition (Woodall & Hiller, 2022), "Marketing is a 'activity,' a 'set of institutions,' and a 'set of processes,' whereas for the CIM it is a 'management process." A significant aspect of marketing is forward-looking, customer-centric, and focused on the future.…”

Section: Marketing Managementmentioning

confidence: 99%

The Influence of Instagram Social Media Marketing and Technology Readiness to Increase Purchase Intention Through Social Media Brand Engagement Mediation on X Instant Mortar Brand

Lestari

Kurniasari

Susanto

2023

Economics and Finance

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The Covid-19 has disrupted several businesses marketing strategies. This also has an effect on the building materials industry, they have to adapting its marketing to the B2C market via social media. Social Media Marketing can increase a customer's interest in making purchase, according to the findings of prior study and theory; yet, the company's data reveals various outcomes. There was a strong response to the social media marketing campaign, however the number of sales was not related to the number of sales the company made. Consequently, this study will assess the impact of Social Media Marketing on Purchase Intention as mediated by Social Media Brand Engagement, and considering the Technology Readiness. 150 Instagram followers of Mortar Instant X were surveyed using a quantitative way to acquire data for this study. According to the findings, Social Media Marketing has a positive direct and indirect influence (mediated by Social Media Brand Engagement) on Purchase Intention. Meanwhile, Technology Readiness has a positive direct and indirect effect (mediated by Social Media Brand Engagement) on Purchase Intention. It is anticipated that Instant Mortar X and the construction materials industry would use the findings of this study to develop and implement social media marketing strategies.

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Marketer behaviour: a case for making this socially real

Cited by 2 publications

References 145 publications

RESCUER: Combining Passive and Active Learning Techniques to Teach Food Sustainability

RESCUER: Combining Passive and Active Learning Techniques to Teach Food Sustainability

The Influence of Instagram Social Media Marketing and Technology Readiness to Increase Purchase Intention Through Social Media Brand Engagement Mediation on X Instant Mortar Brand

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