Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management

Jiménez-Marín, Gloria; Coronil, Araceli Galiano; Tobar-Pesántez, Luis Bayardo

doi:10.1108/cg-05-2021-0187

Cited by 9 publications

(10 citation statements)

References 46 publications

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“…The initial precondition for the effectiveness of marketing communication is clear targeting of messages (Mohr, Nevin, 1990;Duncan, Moriarty, 1998;Costello, Reczek, 2020), while the extent to which targeting should be addressed can be questionable. Targeting is the domain of modern media; as for the mass media of the twentieth century, clear targeting has a form of widespread intervention of target segments as such (Narayanan, Manchanda, 2009;Jiménez-Marín, Galiano-Coronil, Tobar-Pesántez, 2021). At this point, we would like to point out a quote by Bill Crosby, who said that that although he did not know the key to success, the guaranteed key to failure was to try to please everyone.…”

Section: Literature Reviewmentioning

confidence: 99%

Customer age as a determinant of preferences for information sources: Empirical analysis of a case from Central Europe

Pollák¹,

Markovıč²

2022

Economics &Amp; Sociology

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The issue of finding effective approaches to marketing communications has been the subject of interest for the academic community as well as marketing managers for several decades. This study presents the results of an empirical analysis concerning the preferences of more than 5,000 Central Europeans aimed at identifying the customers´ preferred way of obtaining information depending on their age. The results of the analysis suggest that younger customers prefer online media, while middle-aged and older customers tend to prefer traditional information sources. The scientific contribution of the study is mainly in the results of cluster analysis, where we discover interesting mergers of customer clusters with a combination of preferentially similar age groups of customers. These newly discovered clusters can serve as a guide for more effective targeting of marketing communication to optimize the use of corporate resources and increase the overall competitiveness of companies operating in the Central European market.

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Section: Literature Reviewmentioning

confidence: 99%

Customer age as a determinant of preferences for information sources: Empirical analysis of a case from Central Europe

Pollák¹,

Markovıč²

2022

Economics &Amp; Sociology

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“…First, many companies invest considerable capital in building dynamic and efficient internal communication models (Deepa and Baral, 2021). This variable is one of the main backbones for top management to cultivate intrapreneurship and the philosophy of happiness management (Jiménez-Marín et al. , 2021a).…”

Section: Literature Reviewmentioning

confidence: 99%

Mapping intrapreneurship through the dimensions of happiness at work and internal communication

Ripoll

Vela

Sorzano-Rodríguez

et al. 2022

CCIJ

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PurposeThis article explores how internal communication impacts happiness at work and intrapreneurship through the dimensions of communication climate and communication in meetings.Design/methodology/approachLiterature analysis and quantitative empirical data collection are used to achieve this study's purpose. The study employed a non-experimental, cross-sectional, explanatory design. A questionnaire of closed-ended questions was used, adapted from validated scales for measuring constructs, and apply to 156 employees of industrial, service and commercial companies in the Northeast of Mexico. The analysis techniques used included exploratory factor analysis and structural equation modelling.FindingsIn the descriptive analysis of the data, the authors find that 57.7% of the sample is satisfied with the communication climate, 28.85% moderately satisfied, and 13.47% dissatisfied. Regarding the levels of happiness at work, high (71.15%), medium (21.15%) and low (7.7%) levels were found. In intrapreneurship, high (67.31%), medium (26.92%) and low (5.77%) levels were found. The exploratory factorial analysis showed that the instrument was adequate for measuring the variables. Good correlations were also found between the items that make up each variable. Finally, the relationship between internal communication, measured by the dimensions of communicative climate and communication in meetings, and happiness at work was verified using the structural equation technique. The latter has a positive impact on intrapreneurship.Research limitations/implicationsThis article has some theoretical and methodological limitations like any other academic work. They would be interesting to address in future research. In this way, it is possible to empirical examine the variables of intrapreneurship, internal communication and happiness (Ravina-Ripoll et al., 2021c). The first is the study's cross-sectional design and data collection by a non-probabilistic sample, carried out in a single source. Both aspects mean that our study is not free of corresponding biases; this may result in the findings of the present work not being statistically correct. The second derives from the absence in the literature of structural equation modelling studies that analyse the constructs that make up the object of this academic work in a multidimensional way. However, although an influence I show between the variables, it is recommended to take the data with discretion. There is still a need for more empirical evidence to support these relationships before generalised results can be presumed. Despite the remarkable progress made in recent years in the literature on the three dimensions of this article, few scientific studies examine inferentially how internal communication and intra-entrepreneurship influence employees' happiness at work in today's digital society. The authors of this academic work consider it attractive for future research to address the analysis of internal communication strategic management models. It is a robust driver of intra-entrepreneurship and employee happiness in organisations (Galván-Vela et al., 2022a). In conclusion, from this heuristic perspective, companies can improve, on the one hand, their competitive position in the market. Their managers must cultivate an organisational culture that emphasises internal communication as a catalyst for innovation, employee loyalty, and productive efficiency. On the other hand, companies will be able to invigorate their corporate image to face the significant challenges in the globalised economy, thus to become sustainable, humane, ecological intra-entrepreneurial corporations (Galván-Vela et al., 2021a). It may lead to a more social, inclusive, prosperous and egalitarian ecosystem. In this way, it makes the culture of organisations around the pillars of happiness management, social marketing and the Sustainable Development Goals shine (Galván-Coronil et al., 2021).Practical implicationsThis section does not attempt to argue that internal communication and intrapreneurship constitute two intangible resources that improve organisations' productivity and collective happiness (Lee and Kim, 2022). However, it is necessary to clarify that the results achieved in this academic study show two fundamental aspects. The first is to invite managers of companies in the post-Covid-19 era to cultivate a culture based on happiness management. It makes internal communication a fast vehicle that exponentially boosts intrapreneurship, among other things (Castillo-Abdul et al., 2021). To this end, their strategic management models must carry out a diametrical shift in their innovation and internal communication actions. On the one hand, it allows for building loyalty among their creative talent. It does this by creating an organisational climate that encourages interpersonal relationships, the spirit of teamwork, collaborative participation, and disruptive thinking (Thelen and Formanchuk, 2022). On the other hand, promoting an ethical, assertive and empathetic leadership style proactively stimulates the commitment, trust and passion for the work of all members of the company (Men and Yue, 2019). The second is to emphasise implementing a constructive, friendly and positive intra-organisational language. In this way, it is dynamising the collective happiness of its human capital through the figure of the Chief Happiness (Jiménez-Marín et al., 2021b).Originality/valueIntrapreneurship, internal communication and happiness at work are topics of great interest in academic agendas in recent years. It is basically because these three dimensions, individually or jointly, have positive effects on the productivity of organisations. However, no research flow evidences our theoretical model proposed in this article. Therefore, there is a need for future studies that advance the literature in the area of business. In this way, we will have more data on how these constructs affect the life of organisations in the post-Covid 19 eras.

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“…Sustainability as a form of happiness management”, have the purpose of understanding the perception and purchase intentions of Spanish consumers toward sustainable fashion and to see if this can guide the marketing strategy for sustainable fashion. The originality of this study lies in its focus on sustainability to achieve happiness and satisfaction of people as a form of governance from a social point of view (Jiménez-Marín et al , 2021). Using and designed a mixed methodology to test the categories: knowledge, environmental concern, product-related features and social influence.…”

Section: Happiness Management: Key Factors For Sustainability and Org...mentioning

confidence: 99%

Guest editorial: Happiness management: key factors for sustainability and organizational communication in the age of Industry 4.0

Ripoll

Romero-Rodríguez

Ahumada‐Tello

2022

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Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management

Cited by 9 publications

References 46 publications

Customer age as a determinant of preferences for information sources: Empirical analysis of a case from Central Europe

Customer age as a determinant of preferences for information sources: Empirical analysis of a case from Central Europe

Mapping intrapreneurship through the dimensions of happiness at work and internal communication

Guest editorial: Happiness management: key factors for sustainability and organizational communication in the age of Industry 4.0

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