A theoretical framework for the online consumer response process The article is based on Janette Hanekom's Master's dissertation entitled A theoretical framework for the online consumer response process,Department of Communication Science,Unisa, April 2007.

Abstract

This article describes the foundation and development of a theoretical framework for the online consumer response process. It is based on theoretical criteria for web-based commercial communication and the online consumer response process. Central to this article is the development of the concept of web-based commercial communication. This includes all advertising, marketing communication, public relations and promotional messages on the World Wide Web which are intended to move the consumer through certain response phases to the point of purchasing or proceeding to any other type of action; the identification of the marketing communication paradigm shift from offline to online; and the comparison between online and traditional mass media audience characteristics. A theoretical conceptualisation of the online consumer response process is undertaken and an analysis of consumer response models and the theory of the general consumer response process is performed. This article is a theoretical exploration of the phenomenon of ‘online consumer response’ and the proposed theoretical framework is intended to address the dearth of literature on the topic.     

Theoretical criteria for online consumer behaviour: web-based communication exposure and internal psychological behavioural processes approaches

Various theories, theoretical viewpoints and models on consumer behaviour stipulate consumers’ offline and online behaviour when purchasing a product or using a service. This article deviates from the purchasing perspective and instead proposes an information and web-based communication message ‘seeking and consumption¹ perspective. This new perspective is theoretically grounded in two new approaches to online consumer behaviour: the web-based communication exposure and internal psychological behavioural processes approaches; as well as the integration of various theoretical perspectives, approaches, theories and models that address fragments of offline and online consumer behaviour. The research problem is to address the existing limited and fragmented approaches, because existing purchasing perspectives arguably do not provide adequate theoretical criteria to explain online consumer behaviour during interactive information-seeking and consumption activities. Hence, the main aim of this article is to propose new theoretical criteria for online consumer behaviour to address these shortcomings.     

Marketing communication budget practices in South Africa

Abstract

International experience shows that the correct composition of a marketing communication budget is essential in building long-term brands. Trends in the United States of America (USA), for example, show that the composition of the marketing communication budget is positively skewed towards promotional spend (e.g. direct marketing, promotions, sponsorship and pubic relations). However, experience shows that high promotional spend at the cost of advertising spend (television, radio, magazine, outdoor and cinema advertising) might put long-term sales volumes and branding at risk. With evidence mounting that the marketing communication spend in South Africa is gradually showing a preference for promotional spend at the cost of advertising, fears of marketing communication practitioners that South African firms are buying short-term sales and market share at the expense of long-term brand equity, have increased. To investigate the validity of such fears a primary research study was conducted amongst 250 marketing/brand managers to profile current marketing communication budget practices in South Africa. Resolving the research problem at hand was largely dependent on the validity of the hypothesis which stated that promotional spending in South Africa has reached levels of more than half of the total marketing communication spend in South Africa. The survey results revealed that, on average, a 59/41 ratio currently prevails between advertising and promotional spend in South Africa. This finding contradicts the stated hypothesis and for now, at least, allays the previously mentioned fears of marketing practitioners. However, with the tendency of brand companies to increase promotional spend, budgeters are warned against the long-term risk of promotional spending at the cost of advertising. Because the study also features the most prominent marketing communication tools used and integrated to market products and services in South Africa over the long term, the findings serve as a benchmark for marketing and brand managers when constructing annual marketing communication budgets.     

Decoding Western Festive Season Symbols and Rituals in Marketing Messages: A Bottom of the Pyramid Consumer Study in South Africa

Abstract

This study explored the communication of marketing messages containing traditional, Western festive season symbols and rituals. Specifically, the research sought to understand the decoding of such messages portraying festive season symbols (like Santa Claus and Christmas trees) and rituals, by Afrocentric bottom of the pyramid (BOP) consumers. This qualitative study involved interviews with thirty-one participants in two metropolitan areas in South Africa. The study used a combination of semi-structured interview questions and treatments of two South African television advertisements and two newspaper advertisements depicting Western festive season symbols and rituals. The study revealed a broadly positive sentiment towards the festive season, where festive season activities allow participants to implement their Afrocentric cultural values of unity and collective responsibility. Findings also show that Afrocentric cultural values do affect the decoding of these marketing messages. There was also a variety of responses to marketing messages displaying the symbols of Christmas trees and Santa Claus, which were not common in BOP consumer households. The key recommendation highlighted by this study is that marketing messages communicated to South African BOP consumers should also consider Afrocentric values of unity and collective responsibility.     

Food safety and consumer trust in post-Fukushima Japan

Abstract

The contamination of food with radionuclides has posed serious problems to consumers, producers and policy makers in Japan since the Fukushima nuclear disaster of March 2011. Many Japanese consumers were and still are worried about the safety of domestic food products. How did the nuclear catastrophe in Fukushima affect consumer trust in food safety regulation, and how did the Japanese government try to (re)establish consumer trust in its food governance system? Drawing on empirical data from a consumer survey, expert interviews and documents issued by the Japanese government and public authorities, this paper argues that existing institutions had difficulty handling the situation and rebuilding consumer trust. I will argue that consumers in Japan lack trust in government institutions and the food industry and that the government's risk communication was not suitable for rebuilding trust. This specific situation saw the emergence of new actors from civil society, such as citizens’ radioactivity monitoring stations (CRMS). These actors took over some of the functions of public authorities by providing information and monitoring food. I argue that they have the potential to build trust by fostering the participation of lay people and encouraging a more democratic discourse on food safety. Nevertheless there are some limitations.     

An Integrated Model for Communicating Within and About Corporate Social Responsibility

Corporate social responsibility (CSR) initiatives have two main objectives, namely, contributing to sustainable development; and adding strategic value for organisations. These objectives imply that organisations should communicate about CSR initiatives with stakeholders to add strategic value, whilst also communicating within CSR with the beneficiaries of these initiatives to contribute to sustainable development. In the field of CSR communication, however, the majority of the literature focuses on communication about CSR, while communication with the beneficiaries within CSR is often overlooked. This article presents an integrated model for communication both within and about CSR initiatives. The constructs of such integrated communication are analysed in order to identify similarities and point out differences. The ultimate aim is to present a holistic model for CSR communication that covers the content, nature and aims of such communication. The model is based on a literature study involving the two-way symmetrical approach, the reflective paradigm, strategic communication management and the participatory approach to communication for social change. Integrating communication within and about CSR in a single model is a complex undertaking, which entails incorporating constructs of communication from diverse theoretical fields flowing from different meta-theoretical assumptions. To date, this model is the first attempt to integrate communication within and about CSR on a theoretical level.     

The case for ‘face-time’ in a computer-mediated global economy

Abstract

The structuring of marketing and communication management within key organisations in South Africa is changing. These changes are affecting the relationship between marketing and communication practitioners, as well as the key tasks they are responsible for within the organisation. Globally, companies are downsizing, restructuring and eliminating hierarchy. This article investigates how key South African companies have responded to these changes, by looking at how the marketing and communication functions are structured within the organisation. Marketing and communication managers from top South African companies were interviewed telephonically. Findings from the study indicate that the two functions are progressively moving towards an integrated approach. However, a commonly agreed organisational structure is still not pervasive. Each organisation structured the marketing and communication functions differently, and various perspectives existed on the key tasks of both marketing and communication managers. From these findings, it is evident that the relationship between marketing and communication, as well as the role and tasks of marketing and communication managers, is still very diverse in the South African context.     

Building brands through alternative brand contact communications

Abstract

For many customers and consumers, the brand ‘is the product’. Managers and marketing specialists therefore consider branding as a key strategic tool used to create awareness, reputation and build the organisation's image. The brand image results from contacts that stem from both the marketing and communications domains. To develop a synergistic brand identity all levels of consumer interaction or contact with the brand must be addressed and not only those delivered through planned marketing communications efforts. The purpose of this article is to provide an overview of the theory underlying the perceived nature and role of alternative brand communication contacts, within the context of the outside-in integrated brand contact approach in the South African marketing and communications industry. Certain propositions will be formulated to serve as stimuli that can be used to critically assess the inclusion of alternative brand communications techniques as an extra function of Integrated Marketing Communications (IMC). Suggestions for future research will be offered.

Vir baie verbruikers en kliënte is die handelsmerk die ‘produk’. Bestuurders en spesialiste in bemarking beskou die handelsmerk dus as 'n kern strategiese wapen wat aangewend word om bewuswording en reputasie te bou en die organisasie se beeld te vestig. Die handelsmerkbeeld het sy oorsprong in kontak wat uit beide die bemarkings- en kommunikasiedomeine voortvloei. Die ontwikkeling van die handelsmerkidentiteit op 'n sinergistiese wyse vereis dat alle vlakke van kontak en interaksie met die handelsmerk aangespreek word. Die doel van hierdie artikel is om 'n oorsig te gee van die teorie wat die aard en rol van alternatiewe handelsmerk kommunikasie-kontakte, in die konteks van die uitwaartse-in, geïntegreerde handelsmerk kommunikasie in die Suid Afrikaanse bemarkings- en kommunikasie-industrie, onderlê.     

Web-based communication: the need for more valuable on-line information

Abstract

Numerous studies about the Internet have already been conducted or are in the process of being conducted. However, after several years there still is no clear understanding of what form Web-based or on-line communication should take to make it really valuable to the consumer.

The contribution of this article is its attempt to address the current contents of Web-based communication and to provide some ideas with regard to the shortcomings in this regard. It addresses the impact of the Internet on the South African society, the Internet as a new communication medium as well as its effect on organisational communication. It also argues that an on-line presence is no longer enough and that online customers want more value in terms of their online experience.

Although Web-based communication has become an integral part of many organisational practices, traditional communication channels or media will not necessarily become obsolete. The Internet is a new communication medium with much potential and can eliminate problems associated with traditional media and channels.

Web-based communication has become a powerful new means of communication in South Africa. Information has become more accessible, more affordable as well as more manageable to both individuals and organisations and has in the process also empowered South African society with more knowledge. However, new technologies are not only concerned with the availability of new communication channels, but also with the development of new credible communication messages for successful communication.

Web-based communication is a more complex task and requires a much more skillful approach to be successful than is the general belief among communication practitioners. After the initial rush to obtain an on-line organisational presence, organisations are currently concerned with the effective integration of the Internet into their traditional marketing communication mix. Marketers, public relations practitioners and advertisers today benefit from the advantages of Web-based communication in conjunction with traditional media. However, even though it is clear that the Internet has an impact on organisational communication (integration), it is less obvious what form on-line information should take to make it really valuable to the consumer.     

Theoretical Perspectives on Post-Migration Adaptation and Psychological Well-Being among Refugees: Towards a Resource-Based Model

Research on the psychological well-being of refugees has focusedon deficiencies within individuals either in terms of psychiatricsymptoms or feelings of distress. To achieve a more holisticview of the life experiences of refugees, we need to look atthe limitations of our current theoretical models. This articlecritically examines some of the major theoretical approachesthat have guided research on the psychological well-being ofrefugees: the medical model, the psychosocial stress model andBerry's (1997) ‘acculturation framework’. It goeson to examine Hobfoll's (2001) Conservation of Resources stresstheory, a model which has important implications for refugeeresearch. Drawing upon the models reviewed, the last sectionoutlines a conceptual framework for adaptation among refugees.At the heart of it lies the concept of resources. However, resourcesmust be understood in terms of the individual's needs, personalgoals and the demands he or she encounters. Each of these conceptsmust be examined in the context of the pre-migration, flightand post-migration phases. The additional concept of constraintson the use of or access to resources is particularly relevantto the post-migration phase. Such a conceptual toolkit couldprove especially useful in going beyond quantitative data topresent the human stories of refugees. It could also sensitizeresearchers to the impact of host societies on the well-beingof refugees.     

Optimal transfers and participation decisions in international environmental agreements

The literature on international environmental agreements has recognized the role transfers play in encouraging participation in international environmental agreements. However, the results achieved so far are overly specific. Therefore, we develop a more general framework that enables us to study the role of transfers in a systematic way. We propose transfers using both internal and external financial resources for making “welfare optimal agreements” self-enforcing. To illustrate the relevance of our transfer scheme, we use a stylized integrated assessment simulation model of climate change to show how appropriate transfers may induce almost all countries into signing a self-enforcing climate treaty.      

Diplomacy in the media age: Three models of uses and effects

This study offers three conceptual models to promote systematic research into uses of the media as a major instrument of foreign policy and international negotiations: public diplomacy, where state and nonstate actors use the media and other channels of communication to influence public opinion in foreign societies; media diplomacy, where officials use the media to communicate with actors and to promote conflict resolution; and media-broker diplomacy, where journalists temporarily assume the role of diplomats and serve as mediators in international negotiations. The first two models, while previously defined, undergo serious revision in this study. The third model is new. This article demonstrates the analytical usefulness of the models through applications to various examples and case studies of significant contemporary diplomatic processes.     

A new conceptual framework to strengthen internal corporate image: A stakeholder-inclusive perspective

The potential influence that internal stakeholders’ image of the organisation could have on external stakeholders’ image of the organisation, is strongly supported in the literature. This research project attempted to address the need for an approach that facilitates employee engagement, coupled with a leadership approach that allows collaboration, inclusion and cooperation within the organisation, to strengthen internal corporate image. This article reports on the results of the second phase of this research project, where a proposed stakeholder-inclusive conceptual framework for strengthening the internal corporate image, built from a stakeholder-inclusive perspective as depicted in the King III report on corporate governance, was explored in practice. A quantitative, self-administered web-based survey was conducted with the 2014 winners of the Deloitte Best Company to Work For (BCTWF) survey. The results not only indicated that these organisations’ practices resonate with the proposed stakeholder-inclusive framework, but also that the principles of the framework, namely stakeholder theory; integrated internal communication; peace arena; stakeholder engagement by means of the AA1000 Stakeholder Engagement Standard (AA1000SES) and responsible leadership and stewardship correlate with one another. The stakeholder-inclusive conceptual framework expands on the body of knowledge on corporate image and provides corporate communication professionals with a guide for strengthening their organisation’s internal corporate image, which could serve as starting point for strengthening the external corporate image and eventual corporate reputation.     

Convention Plus as a Norm-Setting Exercise

This article reflects upon UNHCR's Convention Plus initiative,a multi-lateral process established in order to contribute tothe development of a normative framework for global burden-sharing.Although the substantive achievements of the initiative havebeen limited, the article argues that Convention Plus has helpedto develop significant new ideas relating to UNHCR's potentialrole in norm-creation within the refugee regime. Based on aregime theoretical perspective, and drawing on the wider literaturerelating to the role of norms in the refugee regime, the paperexamines the procedural and conceptual innovations of ConventionPlus, and how these might be adapted in future in light of theinitiative's shortcomings. In particular, the article sets outtwo models for UNHCR's role in facilitating norm-creation, bothdeveloped in the context of the Convention Plus experience:firstly, a ‘top-down’ institutional bargaining modeland, secondly, a ‘bottom-up’ good practice model.The former model emerges from the interests–linkages–normsapproach implicit to the so-called ‘generic’ workof the initiative; the latter, from the situational work ofthe initiative, developed through the revival of ‘comprehensiveplans of action’ and the use of pilot projects. The modelsare argued to be mutually supportive. The paper suggests thatadapting these ideal-type models in light of the ConventionPlus experience has implications for UNHCR's role in norm-creation,with regard both to developing a normative framework for globalburden-sharing and also to developing other norms in responseto other emerging challenges.     

A classification framework for out-of-home advertising media in South Africa

Abstract

Out-of-home (OOH) advertising media have expanded worldwide and the shape and format of these media globally, as well as in South Africa, have changed considerably. Until recently, the OOH advertising media landscape consisted primarily of outdoor advertising or billboards reaching vehicular traffic, but now has expanded to include a wide range of OOH advertising media types which aim to reach a mobile audience wherever they live, work, play, drive, shop or commute. Currently there is no coherent contemporary framework to compare and select the most effective media options to reach a selected target market in a specific OOH audience environment. This article draws from academic and practitioner sources to propose a classification framework for OOH advertising media in South Africa comprising four major platforms: outdoor advertising, transit media advertising, street-and-retail furniture advertising, and digital and ambient OOH media channels. The framework serves to inform marketers of viable and cost-effective traditional and contemporary OOH advertising media options. It also indicates what platforms are appropriate to reach specific audiences effectively in a variety of environments outside their homes. This is the first framework of its kind for the South African context that offers an orderly, integrated basis for future research.     

Commercial graffiti: self-expression,the allure of danger,or graffiti made “pretty”?

The visual stylistic elements of graffiti are increasingly being used in the commercial world of advertising and marketing, as backdrops for music videos, and in merchandise and packaging. This market-oriented graffiti constitutes the mainstreaming of a subculture, that is, selling the stylistic subcultural elements as a new fad. Subsequently, commercial graffiti has been criticised for undermining the essence of real graffiti as the very aspect it seeks to oppose is now served, and in the process graffiti is robbed of its resistance identity. This article engages critically with this view by enquiring how Johannesburg commercial graffiti writers make sense of their commercial graffiti work. In a qualitative study, 11 commercial graffiti writers, who are engaged in small commercial contracts or who are freelancing for well-established consumer brands, and full-time graphic designers, were interviewed. Reoccurring themes that arose included self-expression and simplifying graffiti styles to be more accessible and “pretty” for general public consumption. Albeit in a different way, the recognition the graffiti writers gained from the public through their commercial work echoes some elements of the recognition gained through graffiti crews. Probably the most astounding finding of the study is that they felt that the commerciality of graffiti is simply a temporary phase that will eventually fade.     

The Japanese consumer finance market and its institutional changes since the 1980s

Abstract

We assert, in this article, that the joint transformation of public perception about households’ over-indebtedness and financial deregulation had important implications on the government decision to reform overall consumer credit between 2005 and 2010. On the one hand, the development of collective actions by groups of lawyers to defend borrowers from moneylenders’ abusive practices represents a source of change in the public opinion about over-indebted individuals in the context of long economic stagnation. A systematic press article analysis from 1977 to 2006 shows that the rising number of these collective actions since the early 1990s may have gradually increased the political salience of social issues related to the unsecure loan market. On the other hand, financial deregulation has been a source of change by allowing banks to enter the consumer finance market since the early 2000s. Banks entry into this market transformed the logic of complementarity among traditional consumer credit actors (Shinpan, credit card companies and sarakin) in a general context of legal consumers’ protection reinforcement. Thus, evolution of Japanese consumer finance's regulation is particularly relevant to illustrate the forces of institutional change and its consequences.     

Strategic integrated communication: An alternative perspective of integrated marketing communication?

Abstract

In spite of the increased emphasis being placed on integrated marketing communication (IMC), limited attempts have been made to critically analyse existing viewpoints, the evolution of the concept and its application. The research problem of this article is based on this limited mindset, which has arguably created a problem in understanding IMC as a process and in the integration of actions, which appear to be superficial in most cases. The main objective here is to contribute to these viewpoints by addressing the problem through an analysis of existing literature, to stimulate much-needed necessary debate on this phenomenon and advance IMC thinking, which is increasingly being challenged from the perspective of the emerging paradigm of strategic communication. This is done through a combined categorical, theoretical and integrated communicative perspective. The author highlights the need to approach IMC thinking from a strategic and corporate brand perspective, which could help engender dramatically changing expectations and demands across organisations, for a clear understanding of IMC practice and theory. Subsequently, taking an alternative re-orientated strategic perspective, based on all current approaches, is proposed into what is termed ‘strategic integrated communication’ (SIC). The focus in SIC is on the strategic intent of the organisation to enhance strategic, integrated communication and knowledge management of information through creative media strategies and environmental scanning. All of this should be based on trust, loyalty, integrity and credibility, to maintain valuable long-term stakeholder relationships.     

Employees’ Acceptance of E-Newsletters for Organisational Information Transfer

ABSTRACT

Internal marketing and internal communication collectively strive to build relationships with, empower, and motivate employees to foster an organisational culture of support for organisational goals and objectives to be met and organisational success achieved. Electronic newsletters support internal marketing and internal communication endeavours as they serve the purpose of transferring organisational information to employees. E-newsletters can be tested to determine whether employees willingly utilise them for their intended purposes. By means of a quantitative research approach, utilising regression to analyse the empirical data, a study was conducted to determine employees’ acceptance of e-newsletters. This was conducted by means of an adapted technology acceptance model (TAM), and a self-administered e-mail survey was disseminated to employees of a higher education institution. Based on the research results, employees perceive TAM differently to what is put forward in literature, which results in the acceptance of e-newsletters for the purpose of transferring organisational information. Results show that respondents perceived two of the factors of TAM as one factor. In addition, the results provide insight into how academic employees perceive e-newsletters and what practical changes can be made to e-newsletters in order to cater to employees’ preferences.     

Why We Need to ‘Unpack’ Regions to Compare Them More Effectively

States are finding it increasingly difficult to provide good governance in response to today's problems in a globalised world, as they are often either too small or too big to cope with current crises. One of the strategies of states to remedy this situation is to construct regional levels of governance at the supranational or national level. This has led to the creation of diverse forms of regional governance worldwide, thereby ushering in a neo-Westphalian world of states and regions. In order to advance the research agenda of comparative regionalism, scholars need to ‘unpack’ regions along several conceptual dimensions. This includes seeing regions as economic areas, public goods spaces as well as actors in the international arena. In addition, a distinction needs to be made in studying the projects, processes and products of region building. Moreover, studying regions needs to take into account the discursive context of ‘regionalism speak’. Finally, more attention needs to be dedicated to the internal complexity of regionalisms. In sum, comparing regions is not a straightforward exercise, and in some case regions should not be compared with other regions, but with states.