In two developing nations, technology enhanced marketing communication education in the classroom, both during and after the COVID-19 pandemic. However, in what ways did enhancement occur, and to what ends? This research examines the reasons for and impacts of digitalisation on academic delivery of marketing communication education across two BRICS nations: South Africa and India. We use a comparative, narrative-based approach that challenges the ways that marketing communication educators often describe the significant teaching and learning agencies and incidents involving the place of technology in classroom learning. We show how the concepts of technological augmentation and paradox, the `TikTok effect, and symbiotic pedagogies explain and help present a post-pandemic theory of marketing communication education in developing nations. We highlight the active learning and student-centred learning styles as symbiotic pedagogies that were regarded as best practice. Our findings show that educators were able to skilfully move across both styles depending on student need and skills required. We discuss how educators' flexibility across contexts allowed them to maintain best practice technology-mediated teaching and learning strategies during the pandemic.

BACKGROUND:Regular physical activity is important for arthritis self-management and could be promoted through tailoring community leisure and fitness centers' customer-relationship management (CRM) strategies.OBJECTIVES:This study investigates the influence of two CRM strategies on individuals with arthritis reaching or maintaining two moderate-to-vigorous physical activity (MVPA) thresholds (≥150 and ≥45 minutes/week) from baseline-to-12 months and 12-to-24 months as well as mean changes in total minutes/week of MVPA. It also explores time-dependent variations in the influence of socio-cognitive variables on MVPA outcomes.METHODS:Survey data from 374 participants with arthritis in a two-year randomized controlled trial (control versus two CRM strategies: IncentiveOnly and Incentive+Support) were used. Participants reported measures of physical activity participation, socio-cognitive decision-making, mental and physical wellbeing, friendship, community connectedness, sense of trust in others, and demographics.FINDINGS/DISCUSSION:Receiving the Incentive+Support CRM strategy (versus control) increased participants' likelihood of reaching/maintaining both physical activity thresholds from 12-to-24 months (≥150 MVPA minutes/week, p < .001; ≥45 MVPA minutes/week, p < .032) but not from baseline-to-12 months. However, receiving the IncentiveOnly CRM strategy (versus control) did not predict reaching/maintaining these thresholds. Importantly, socio-cognitive decision-making variables' influence on reaching/maintaining these MVPA thresholds varied over time, suggesting CRM strategies may require further tailoring based on time-specific profiles. Perhaps because of new facility induced excitement, the mean change in total MVPA minutes/week for the control group significantly increased (26.8 minute/week, p = .014, 95% CI [5.5, 48.0]) from baseline-to-12 months, but subsequently declined by 11.4 minute/week from 12-to-24 months (p = .296, 95% CI [-32.7, 9.9]). Mean changes in total MVPA minutes/week were non-significant for those receiving IncentiveOnly content but significant for those receiving Incentive+Support content: baseline-to-12 months (38.2 minute/week increase, p = .023, 95% CI [4.9, 71.4]) and baseline-to-24-months (45.9 minute/week increase, p = .007, 95% CI [12.7, 79.1]).

Research QuestionAlthough scholarship focussed upon professional athletes has grown considerably, their perspective remains underrepresented within the sport management literature. Accordingly, this study gives voice to such athletes by exploring their perspectives with regard to the demands, opportunities, and tensions arising from a new sport product innovation that has significantly impacted their profession.Research MethodsSemi-structured in-depth interviews were conducted with 25 professional male cricketers competing in two of the world's most prominent professional T20 cricket leagues. Interviews were thematically coded to reveal central athlete perspectives, and representative quotes were used to support the analysis.Results and FindingsTwo central insights emerged. First, professional athletes internalised a consumer demand for entertainment arising from the advent of T20 cricket, resulting in modifications to their individual frontstage self-presentation. Whilst not a conscious branding exercise, these modifications demonstrated a tension between pursuing athletic performance on the one hand and entertainment on the other. Second, despite the significant financial opportunities that T20 cricket affords, athletes emphasised the intrinsic interpersonal benefits of the product innovation. This included experiential elements around cultural immersion and personal development as well as newfound opportunities to form relationships within an otherwise fiercely competitive work setting.ImplicationsThis study contributes to a small body of work exploring professional athlete perspectives, revealing candid backstage insights surrounding lived experiences within the profession. The findings are particularly significant to athlete branding work in that they illustrate how professional athlete self-presentation can be influenced by performative pressures emerging from consumer-driven product innovation.

Brands become relevant to consumers via storytelling, and archetypal myths in popular culture inform this effect. The hero is an archetype of enduring interest, yet as the marketing literature is replete with heroic undertones, the scope of empirical research is limited and dominated by North American perspectives. To address this shortcoming, this study explores Australian consumer relationships with hero archetypes to provide a contemporary view of how consumers enact brand myths. An in-depth case study of R.M. Williams, an iconic Australian brand, shows the relevance of iconic heroes and reveals how historical archetypes can evolve to address emergent consumer-brand storytelling needs. The study identifies several novel archetypal patterns which contribute to a deeper understanding of how consumers enact brand myths. These archetypes influence consumers in their consumption quests, reconciling social needs and facilitating their immersion in the brand’s story. To improve consumer-brand engagement, marketers must focus on engaging consumers with the brand’s narrative through the strategic use of archetypal myths.

Advances in the availability and sophistication of software to facilitate the analysis of secondary data have contributed toward the growth of textual analysis. 10-K reports are a particularly salient source of insight into an array of issues in accounting and finance research yet remain underutilized in marketing. Therefore, the purpose of this article is to offer a rationale for such analysis and a method that can be applied in B2B marketing. We draw on a strong tradition of textual analysis in finance to outline a method of text mining 10-K reports. We then discuss the downloading of raw texts, parsing raw text files and linking 10-Ks to various dependent measures. We provide links for downloading parsed 10-K files and suggest software for textual analysis. The framework offers B2B marketers a rich alternative to primary data and proprietary datasets. Ongoing advances in AI-enabled NLP text analysis further increase the future value of the approach for B2B marketers.

Artificial Intelligence is poised to transform all facets of marketing. In this study, we examine the link between firms’ focus on AI in their 10-K reports and their gross and net operating efficiency. 10-K reports are a salient source of insight into an array of issues in accounting and finance research, yet remain relatively overlooked in marketing. Drawing upon economic and marketing theory, we develop a guiding framework to show how firms’ AI focus could be related to gross and net operating efficiency. We then use a system of simultaneous equations to empirically test the relationship between AI focus and operating efficiency. Our findings confirm that US-listed firms are in a state of impending transformation with regards to AI. We show how AI focus is associated with improvements in net profitability, net operating efficiency and return on marketing-related investment while reducing adspend and creating jobs.

Most western countries face either existing or looming teacher shortages. No doubt there are many and varied reasons for this and no simple remedy. Contemporaneously, film and television can have profound, often unintended attitudinal and behavioural consequences. As reflectors and creators of societal values, axiomatically, they provide insight into the construction and management of both personal and professional identities. The portrayal of various occupations on screen is therefore of perennial importance. Indeed, several professions have struggled with the implications of their representation in popular culture. Teachers have been variously portrayed on screen. However, a consistent and significant negative shift has taken place this century. Consequently, a descriptive analysis is undertaken of teacher characters streaming on Netflix in 2019. Pattern coding reveals three equally disturbing themes: incompetence/character flaws; promiscuity; and substance abuse. Conclusions are drawn and future research directions outlined.

Season ticket holders are a vital source of revenue for professional teams, but retention remains a perennial issue. Prior research has focused on broad variables, such as relationship tenure, game attendance frequency, and renewal intention, and has generally been limited to survey data with its attenuate problems. To advance this important research agenda, the present study analyzes team-supplied behavioral data to investigate and predict retention as a loyalty outcome for a single professional team over a 3-year period. Specifically, the authors embrace a broad range of loyalty measures and team performance to predict retention and employ novel data mining techniques to improve predictive accuracy.

Recreational physical activity (PA) facilities have the potential to deliver health benefits for surrounding communities, however little is known about the impact of marketing strategies to encourage their use. This study aimed to assess the effectiveness of two low intensity interventions aimed at promoting usage of a new multipurpose recreation facility. A community-based randomized controlled trial with a 24-month follow up period was conducted with 1320 inactive adult residents of the City of Frankston, Victoria, Australia. Participants were randomized to a control, intervention 1 (information and attendance incentive) or intervention 2 (information, attendance incentives, personalized support) group. Primary outcomes were recreation facility attendance, purchase of facility membership and PA participation. Eight hundred and fifty-four (65%) participants completed 24-months follow up. Provision of incentives with personalized support was associated with greater attendance at the facility, as well as higher rates of membership. Those receiving incentives without additional support reported increases in stage of readiness to attend the facility. The interventions did not contribute to higher levels of PA, however those who became regular users of the facility were more likely to improve PA and meet the target of ≥150 min per week. Increased frequency and duration of promotion led to more regular attendance at the recreation facility, while those who attended regularly showed significant increases in PA. Incorporating recreation facilities within broader PA strategies, by engaging community members in a way that promotes more regular use of recreation facilities, will contribute to improvements in PA at a population level.

This study considers the efficacy of ‘general’ discount coupons: i.e. those whose discounts apply storewide. We decompose purchase behavior into three effects: spending, basket size, and inter-purchase time. The effects of dollar-off vs. percentage-off coupons are examined for 3,827 customers who had redeemed both types of coupon framings in an Australian online fast-moving consumer goods (FMCG) retail context. Results from Bayesian simultaneous equation modelling confirm that compared to dollar-off coupons, percentage-off general coupons induce customers to both spend more and shop more items. Moreover, by capturing consumer heterogeneity the customer base can be segmented into several clusters based on their reaction to coupons.

Substantial cross-sectional evidence and limited longitudinal research indicates that the availability of recreational facilities (e.g., parks, fitness centres) is associated with physical activity participation. However, few intervention trials have investigated how recreational infrastructure can be used to reduce inactivity levels in communities. The MOVE Frankston study aimed to assess the impact of low intensity strategies to promote use of a multi-purpose leisure and aquatic centre in a socioeconomically diverse, metropolitan community. This randomised controlled trial of two years' duration compared public awareness raising (control condition) with two interventions: mailed information about the centre and a free entry pass (I-O); and this minimal intervention supplemented by customer relations management support through telephone contact, mailed promotional materials and additional incentives (I+S). Participants (n = 1320) were inactive adults living in the City of Frankston, Melbourne Australia. There were 928 people (70.3%) followed up at 12 months (61.2% female, 52% ≥55 yrs). Compared with controls, attendance at the Centre once or more was higher in both the I-O (OR 1.79, 95% CI 1.28-2.50) and I+S groups (OR 1.46, 95% CI 1.03-2.07). The proportion of people using the centre weekly did not differ by group. The odds of being in contemplation or preparation to use the Centre were higher in both the I-O (OR 1.76, 95% CI 1.28-2.42) and I+S groups (OR 1.48, 95% CI 1.07-2.06). Total physical activity and related social and cognitive factors did not differ between the groups. The findings show that the low intensity promotional strategies prompted occasional attendance and increased readiness to use this recreational facility, a level of behaviour change unlikely to reduce non-communicable disease risk. It is recommended that more frequent customer relations contact, and involvement of healthcare providers, be tested as strategies to encourage inactive adults to take up physical activity opportunities at recreational facilities of this type.

The advertising-sales relationship remains paramount. This study-believed to be the largest that focuses on automotive sales and advertising-investigates ceilings and thresholds by optimizing budget allocations among media. The study considered 12 vehicle brands in South Africa, spanning 8 years of sales, reflecting sales and media expenditure. It also considers the effect of competitors' advertising expenditure and familiarity on the ceilings and thresholds of each medium, as well as the decay rate of advertising goodwill. Findings suggest that the allocation of expenditure among media types is subject to threshold phenomena. The findings also establish the impact of clutter and familiarity on market share, advertising efficacy, and ceilings and thresholds. Results highlight the interaction between current market share and advertising efficacy.

Purpose This study aims to present an extended service-profit chain (SPC) framework for assessing service performance. This framework is then used to investigate non-linear and asymmetric links between service delivery investments and customer satisfaction, as well as time lags in organisational performance outcomes. Design/methodology/approach The study draws on panel data with repeated measures from a sample of automotive after sales service departments. Data collected comprises both objective and survey-based data, including operational inputs, productivity, service quality, service experience, behavioural intentions, customer retention and organisational performance. Findings Non-linear and asymmetric effects are identified, suggesting that customers' evaluations of service performance are more sensitive to negative performance (dissatisfaction) than positive performance (satisfaction). Accordingly, focusing on attributes for which customers are experiencing negative performance first, and then allocating resources to attributes for which customers are experiencing positive performance, can be far more consequential for improving customer satisfaction. Practical implications From a practical perspective, the findings deepen current understanding of the relationships between service performance metrics. They also provide guidance for managers seeking to better deploy service resources to enhance service quality, customer satisfaction and customer retention to improve profitability over time. Originality/value Drawing on a unique and rich data set, this study provides a significant improvement on previous SPC frameworks by adding new dimensions identified in recent meta-analyses and addresses calls for more research into non-linear, asymmetric and longitudinal effects within the SPC.

Pro-environmental behaviour is a salient concern in contemporary society. However, consumers often overstate their intention to purchase pro-environment products. Prior research has focused on intentions as a predictor of actual behaviour. This study directly compares two distinct predictors of behaviour, behavioural expectation (BE) and behavioural intention (BI), to explain whether differences in the way in which consumers’ mental judgments are measured act as a barrier to understanding pro-environmental behaviour change. Findings confirm that BE has a higher temporal stability than BI, potentially accounting for the greater predictive ability of the former. One key reason for this finding is that subjects may overestimate their likelihood to act when responding to BI questions. Thus, this paper confirms that BE has a higher temporal stability than BI, and therefore, superior predictive ability. TRA/TPB researchers in particular should consider BE ahead of BI as an immediate predictor of pro-environmental and other behaviours.

While interest in international advertising campaigns continues to attract considerable research interest, the management of advertising agencies internationally has been largely overlooked. In response, the current research examines the interaction between creativity and performance measurement systems in an international advertising agency network (China, Hong Kong, Japan and Australia). The notion of a `performance carousel´, where different performance measurement systems are favoured across location and time, represents a significant contribution, explaining how a unified culture of creativity could emerge despite regional variations in performance measurement. The performance carousel enhances Kaplan and Norton's more static Balanced Scorecard, in favour of an equifinal approach in which different performance measures (profit, creative awards, staff and client satisfaction) can be emphasised and yet still reflect the same underlying organisational logic and culture of creativity.

BackgroundThe built environment is reported to influence physical activity in populations, but longitudinal evidence about the impact of building new physical activity infrastructure is limited. This study aimed to prospectively investigate the uptake and usage of the newly established Peninsula Aquatic and Recreation Centre (PARC), a large multi-purpose recreation facility in Melbourne, Australia.MethodsPhysically inactive adults (n=549) from the City of Frankston were recruited before the opening of PARC and followed up 12months later to measure frequency of attendance at the Centre, and the purposes and barriers to use. Multivariable methods were used to identity the demographic, cognitive and social predictors of attendance, and the relationship between PARC use and improvements in leisure-time physical activity.ResultsOver 12months 8.7% of the sampled residents used PARC once per month or more, 17.5% attended less than once per month, and 73.8% did not use the Centre. Lap swimming was the dominant purpose for attendance, and the major barriers were cost of transport and cost of entry. Independent predictors of usage were being female, having children, living within 5km of the Centre, and expressing strong intentions for use prior to its opening. Use of PARC was not associated with progression to a higher level of total leisure-time physical activity.ConclusionsWhile installation of multi-purpose aquatic and recreation facilities may be considered an investment towards physical activity in populations, regular use by inactive people is likely to be low. Strategies to reduce barriers, including cost and transport, and to motivate use should be trialled in order to improve the public health impacts of this form of infrastructure.

The recent proliferation of new technologies and impediments to their adoption has made predicting new technology adoption/use complex and challenging. This paper aims to compare the predictive ability of behavioural expectation (BE) and behavioural intention (BI) given such impediments. BE predicts an attempt to perform a targeted behaviour, whereas BI predicts the likelihood of actually performing a targeted behaviour. An online longitudinal experiment was designed to examine the effects of two contrasting sources of impediments to new technology adoption: experience (internal) and facilitating conditions (external). The results confirm the tendency of subjects, who responded to BI measures, to make overestimations when they think they have more control over the (internal) impediments, and to make exaggerated underestimations when they think they have less control over the (external) impediments. Moreover, it is found that subjects who responded to BE measures have a stronger adoption-use correlation compared to subjects who responded to BI measures regardless of the type of impediments encountered. This study offers a basis for marketers to increase the rate of consumers' adoption/use of new technology such as mobile applications. The research identifies boundary conditions to the predictive ability of BE and BI in the context of mobile applications adoption/use.

Behavioral intentions (BI) are considered the key to understanding and predicting the trial/adoption of new technology. When choices of new technology adoption increases (and time compresses), it becomes correspondingly more difficult to predict consumers’ trial/adoption. Due to its greater temporal stability and potentially superior predictive ability, this article encourages researchers to consider behavioral expectations (BE) ahead of BI. However, this ultimately depends on the antecedents germane to the particular new technology adoption process under examination. Thus, researchers are encouraged to consider the key determinants of BE: experience, perceived behavioral control, facilitating conditions, self-efficacy, attitudes, subjective norms, and availability of information.

Using text-based analysis, we search for evidence of articulated customer value propositions (CVP), in annual reports of US B2B firms, and then demonstrate that B2B firms that explicitly emphasize a CVP invest more in their brands, have higher future sales and sales per customer. We also find that CVP has a negative effect on the size of their customer base, perhaps because firms who care about a CVP appear to attract more long-term, loyal customers. Firms that pay more attention to CVP also tend to spend less on advertising and promotion. Future performance, particularly among small to mid-size firms, is positively affected when these firms emphasize CVP, and this also holds especially in less competitive markets. Our findings are based on a large dataset of around 12,000 firm year observations for a 14-year period from 2004 to 2017.

Traditional approaches to managing customer churn have typically concentrated on those customers most likely to defect. While accurately predicting customer churn probability is important, this metric alone does not sufficiently empower managers to make optimal decisions. Hence, the current study focuses on the relationship between retention incentives and profit maximisation. Specifically, we improve existing churn management practices by: (1) allowing for customer heterogeneity in incentive redemption behaviour, (2) introducing the dependence of the probability of accepting an incentive on its monetary value, and (3) offering an improved model for developing retention campaigns. We support our conclusions with empirical data and simulations and make tangible managerial recommendations.