This article considers the role of the four Ps marketing mix model in social marketing, arguing that given reconfiguration of the marketing mix in the mainstream marketing discipline, and the characteristics of social marketing, a re-thought and re-tooled social marketing mix is required. A brief review of the four Ps marketing mix model in the mainstreammarketing and social marketing fields is...

Based on the communication literature, telepresence is defined as “a mediated experience that creates for the user a strong sense of presence and entails an illusion of non-mediation”. The main body of previous studies serves industrial communication where technology is of vital concern. However, in the context of e-commerce, the appropriate focus of telepresence should be the human experience ...

Whereas practitioners in advertising and marketing clearly appreciate the importance of affect and emotion, traditional academic approaches to the analysis of persuasion tend to stress rational ‘‘central route’’ or ‘‘systematic’’ processing. However, the notion of two sorts of cognitive process—one rational, the other affective—has gained increasing support. This paper presents a view of the co...

Social psychologists conceptualize trust in a manner that differs from conceptualizations used by marketing researchers to date. Building from the social psychology literature, we posit that interpersonal trust in consumer-level service relationships has cognitive and affective dimensions. We examine the relative impact of service provider expertise, product performance, firm reputation, satisf...

In the last decade, researchers in the social sciences have increasingly adopted neuroscientific techniques, with the consequent rise of research inspired by neuroscience in disciplines such as economics, marketing, decision sciences, and leadership. In 2007, we introduced the term organizational cognitive neuroscience (OCN), in an attempt to clearly demarcate research carried out in these many...

Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influencer marketing, product placement, cobranding, and human branding—build strong relationships between brands contribute to the equity of two or more brands. Brand equity, since inception, has been concerned with value a brand, how this is built measured, marketplace responds it. Based on previous work in respons...