The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

The main purpose of this study is to evaluate education supported corporate social responsibility campaigns from customers’ point of view. Within this scope, corporate social responsibility notion has been explained and especially education based social responsibility campaigns have been...

Do consumers change their payment behaviour after being exposed to a public campaign that encourages them to use their debit cards more often? We analyse the impact of such a campaign that started in 2007, using weekly debit card transaction data between 2005 and 2013. The overall results show...

The volume contains the papers presented during the 9th International Congress of the International Association on Public and Nonprofit Marketing (IAPNM) entitled "Regulation and Best Practices in Public and Nonprofit Marketing", organised by the Faculty of Public Administratiom of National...

The paper aims to identify the role of Universities in fostering public policies, through the promotion of social responsibility, and the implementation of social marketing initiatives. This innovative approach is particularly interesting since the literature does not cover, until now, the...

Quality of life (QoL) can be defined as the individual’s subjective perception on objective conditions related to welfare and standard of living. This perception is at the base of most decisions that individuals make regarding consumption and purchase, therefore marketing specialists should...

Nowadays, the Internet has become the fastest and the most efficient global communication medium. For social marketing practitioners it represents a valuable tool in promoting social behavior, encouraging consumer involvement in areas such as education, health or environment. This article aims...

This dissertation falls within the scope of social marketing. The aim is to analyze the effects of guilt induction in fundraising campaigns. After a literature review on charitable giving and guilt in marketing, psychology and social sciences, we focus on guilt triggering, on stimulus intensity...

Guilt is a common emotion used by charities in their fundraising mailings. But is it effective to trigger guilt at the receiver in order to support a cause? This communication aims to identify what are the emotionnal, cognitive and behavioral responses of the receivers of guilt messages. To this...