Evaluating Social Marketing Campaigns

[We’re pleased to welcome author Diogo Veríssimo of Johns Hopkins University. He recently published an article in Social Marketing Quarterly entitled “Does It Work for Biodiversity? Experiences and Challenges in the Evaluation of Social Marketing Campaigns,” which is currently free to read for a limited time. Below, Dr. Veríssimo provides insight on impact evaluation and behaviour change:]

SMQ_20_2_C1 & C5.indd

Measuring change is hard. But it is also critical to programs hoping to influence human behaviour towards more positive societal outcomes. In a newly published paper, Does It Work for Biodiversity? Experiences and Challenges in the Evaluation of Social Marketing Campaigns, we tackle the challenge of evaluating social marketing campaigns targeting fishing communities in the Philippines with the goal of driving the adoption of more sustainable fishing practices at the community level.

Research on impact evaluation is vital to improve implementation, particularly in high uncertainty high complexity environment such as those in which social marketing operates. By measuring our impact we can first ensure we do no harm and then learn what works, to improve with each iteration. This is even more pressing in the environmental context, as we have lagged far behind sectors such as public health or international development in impact evaluation. Therefore, our goal with this paper was to showcase how we can raise the bar on the evaluation of behaviour change efforts, in this case social marketing, in a particularly changing subject, that of fisheries management in the tropics.

Our work focused on the evaluation of three social marketing campaigns in the Philippines, using a quasi-experiments design of match campaign and control sites. We measured both social indicators through surveys and biological indicators using underwater ecological surveys. We found limited evidence of behaviour change amongst fisherman and no evidence of change in fish biomass as a result of the campaigns. Yet, we also discussed the fact that this last result is fully expected, given how long fisheries take to recover, a timeline often measured in decades, not years. This has implications not only for the way that we plan and implement social marketing campaigns but also for donors who should be aware that expecting biological change in the often short project cycles may just be unrealistic.

Moreover, our research hopes to highlight the difficulties of carrying out competent impact evaluations in a context where both social and biological indicators need to be measured and where both terrestrial and in-water data is needed. This has obvious implications in terms of cost, not only in terms of money, time and staff but also in terms of required technical expertise. Project budgets need to reflect this reality if we are to be truly evidence-based and take responsibility for the interventions we implement. After all it is not about success and failure, it should most of all be about learning.

Global Banks or Global Investors? The Case of European Debt Flows

euro-1974711_1920[We’re pleased to welcome author Robert Sweeney of the University of Leeds. He recently published an article in Competition and Change entitledGlobal banks or global investors? The case of European debt flows,” which is currently free to read for a limited time. Below, Sweeney reflects on the inspiration for conducting this research:]

ccha_21_3.coverWhat motivated you to pursue this research?

It was part of my PhD. Initially I was examining capital flows in Europe from conventional perspectives and critiquing those approaches. This included a focus on unit labour costs, fiscal imbalances, and so on. I found there was already a quite large body of existing research that critically examined those accounts. That led me to consider more finanical-based explanations of capital flows. Having examined the data I felt that the emphasis on banks was unwarranted. Upon further investigation I became convinced that institutional investors are the driving force in capital markets in general, and debt-based capital flows in Europe in particular.

What has been the most challenging aspect of conducting your research? Were there any surprising findings?

The most challenging part of the research was finding the data. The paper relies on a variety of sources, many of which are pieced together by sifting through consultancy and industry reports. The most surprising thing about the paper was that the centrality of institutional investors in European debt flows had not been established previously. As the article is being published almost 10 years have passed since the crisis broke. A lot has been written on capital flows in Europe and much of existing research has built on or is some variant of previous work. Of course my work doesn’t reinvent the wheel, but I was surprised that nobody had taken my approach before.

What advice would you give to new scholars and incoming researchers in this particular field of study?

Be open minded. Don´t get too wedded to any particular theoretical framework whether you´re part of the consensus or a dissenting voice. Look at the data and see if a certain analytical framework is appropriate. Don´t try to shoehorn a theoretical approach in a context where it is not empircally supported. It can be difficult to realise that you were wrong about something. Rather than trying to defend your position to the hilt, see flaws in your argument as opportunities to learn something new. State your argument as clearly as possible. That sounds simple but all too often in social science research arguments are couched in unnecessary complexity. Economics rightly gets a hard time for mathematical rigour over substance, but the problem generalises across the social sciences. Rather than using complex mathematical constructions, research in other fields too often clouds its arguements in obscurantist language. So if you are reading an article and find it difficult to unpack, it´s probably not your fault.

Stay up-to-date with the latest research from CCH and sign up for email alerts today through the homepage!

Euro photo attributed to NikolayFrolochkin. (CC)

The Internationalization of Commercial Real Estate Markets in France and Germany

[We’re pleased to welcome authors Gertjan Wijburg and Manuel B. Aalbers of KU Leuven/University of Leuven, Belgium. They recently published an article in Competition and Change entitledThe internationalization of commercial real estate markets in France and Germany,” which is currently free to read for a limited time. Below, Wijburg and Aalbers reflect on the inspiration for conducting this research:]

ccha_21_3.coverPolitical economists rarely look at real estate markets. Our research group at the KU Leuven, named “The Real Estate/Financial Complex” and funded by the European Research Council, studies the relationships between finance, real estate and the state in a range of countries, including France and Germany, the two typical examples of Continental European capitalist countries. In this paper, we look into the commercial investment markets of these countries. Fieldwork and data collection have been conducted during two extended research stays in Frankfurt am Main and Paris.

Our work is deeply informed by our empirical research and interactions with real estate and finance professionals. The challenging aspect of our work was to get wider access to real estate and finance professionals in Frankfurt am Main and Paris, two global financial centres, and interviewing these specialists, often in prime real estate locations. Commercial real estate investors have their own account of processes of internationalization in their daily work experiences, which are central to our article.

Our results show how the French state perceived the arrival of foreign investors in the 1990s as a potential threat to the French property companies and implemented a new tax regime that allowed these companies to launch publicly listed real estate vehicles known as a Société d’Investissement Immobilier Cotée (SIIC). As such, the French property sector could attract foreign capital and increase liquidity, while enjoying new tax advantages. The rise of the SIICs was a major driver of the French investment boom of 2003–2007. In 2007, another major reform followed: the new tax regime of Organisme de Placement en Immobilier (OPCI) would gradually replace the old one of SCPI and transform French investment funds into ‘hybrids’ that could invest both in listed and non-listed real estate, with investments from not only institutional investors but also the general public.

Due to the shocks of German reunification, the momentum for internationalization of commercial real estate arrived relatively late. Major reforms in the German property sector were not implemented in the 2000s. Between 2003 and 2007, American private equity and hedge funds entered the market and invested unprecedented amounts of capital in the German property sector. However, the traditionally dominant non-listed investment funds in Germany also responded. The German Spezialfonds were able to invest heavily because they collected capital from pension funds and insurance companies. In the aftermath of the GFC, the German state has introduced a new Investment Code to make the non-listed real estate sector stronger. Contrary to France, the introduction of the G-REIT in 2007 has so far made little difference; the German preference for non-listed real estate remains strong.

We hope that our work inspires other researchers to conduct similar projects. We recommend researchers working in related fields to participate in real estate fairs and congresses to meet and encounter potential interviewees.

 

Stay up-to-date with the latest research from CCH and sign up for email alerts today through the homepage!

Special Issue Call for Papers: Social Marketing Quarterly

SMQ_Bio

Social Marketing Quarterly is currently seeking manuscripts to fit the special issue on Social Marketing for Biodiversity Conservation. All submissions are due by June 30, 2018.

Click here to view the full submission guidelines; in order to properly submit online, you much login through the manuscript submission portal here.

SMQ publishes original work and fosters a cooperative exploration of ideas and practices in order to build bridges among various disciplines so that innovative change strategies and alliances are created. Manuscripts are submitted to a double-blind peer-review process. Sections include Applications, Theory and Review, Training Initiatives, Book Reviews, Notes from the Field, Resources, and Looking Ahead.

Be sure to visit the journal homepage to sign up for email alerts!

Are We Teaching What Employers Want?

[We’re pleased to welcome author Ellen McArthur of Griffith University, who recently published an article in the Journal of Marketing Education entitled, “The Employers’ View of “Work-Ready” Graduates: A Study of Advertisements for Marketing Jobs in Australia.” The article is co-authored by Krzysztof Kubacki, Bo Pang, and Celeste Alcaraz, also of Griffith University. Below, McArthur discusses key findings of the study:]

Innovative research by Griffith University into graduate job advertisements in Australia shows employers value the personal traits of job candidates more highly than degree qualifications. The study, which is the largest of its kind into graduate jobs in marketing, raises questions about the purpose of a degree, and whether universities are preparing students to be “work-ready”.

While the study focussed on marketing jobs, the findings have relevance for all academic disciplines. The most frequently required attributes were “soft skills” that are not specific to marketing, including motivation, time management, attention to detail, and teamwork. Superior communication skill, particularly writing talent, was also highly demanded, and it was only after the calls for these generic abilities that occupation-specific skills began to rank.

1

2

Among occupation-specific abilities, digital marketing was the most needed, including search engine optimisation, Google Analytics, AdWords, and creating and curating social media content for a range of platforms. Other demanded skills included project management, marketing communications, sales, and customer service and customer relationship management (CRM).

3

Some 48.5% of ads called for applicants with experience. This significant figure suggests the need for far greater integration of undergraduate study with initiatives that deliver hands-on practice, including internships, work integrated learning, and practice-based assessments.

General IT skills and a high level of computer literacy are important pre-requisites for applying for marketing positions. Experience in MS Office, including Word, Excel, and PowerPoint, was specified in almost one in three ads, followed by Adobe Suite, InDesign, Illustrator, and Photoshop. Though students may use these programs ad hoc, such strong demand suggests the need to embed this software use into courses as explicit learning outcomes.

A marketing degree specifically was required in only half the sample of advertisements, with communication, psychology, science, technology, engineering, and mathematics also providing pathways into marketing roles. This reflects the cross-disciplinary nature of marketing careers in the twenty-first century.

4

The Employers’ View of “Work-Ready” Graduates: A Study of Advertisements for Marketing Jobs in Australia’, content analysed 359 graduate advertisements (83,000 words) for careers in marketing posted on Australia’s top jobs website in a six-month period in 2016. Full time employment rates for Australian graduates have dropped to new lows, and the research aimed to identify the specific skills and attributes demanded by employers for graduate level jobs in marketing.

The study won a Best Paper Award at ANZMAC in 2016. Click here to read the full article for a limited time.

Griffith University is based in South-east Queensland, Australia, and ranks in the top 3% of universities globally, with more than 50,000 students across five campuses.

Dr. Ellen McArthur, who led the research project, said “large samples of job advertisements are perhaps the most valid way to study employers’ needs, but they are rarely used for employability research.”

Sign up for email alerts through the journal homepage so you never miss the latest articles like this one!

Introducing the New Incoming Editor for the Journal of Service Research

We are excited to announce the new incoming editor for the Journal of Service Research, Dr. Michael Brady. Dr. Brady graciously provided some information regarding his education, career, and experience in the management field:

Mike_BradyDr. Michael (“Mike”) Brady is the Carl DeSantis Professor and chair, Department of Marketing, at Florida State University. Mike’s primary research interest lies at the intersection of customers and employees in frontline service transactions.  He has published articles in many top scholarly journals, including Journal of Service Research, Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, and many other outlets.  His research articles have been cited over 15,000 times to date, his 2000 article in the Journal of Retailing is one of the most downloaded articles of all time in Science Direct, and his 2001 article in the Journal of Marketing was ranked the fifth most influential article for future research in services marketing.

Mike’s work has also been covered in the popular press, such as MSNBC, U.S. News, the Chicago Tribune, and Tampa Bay Times.  He has won numerous awards, including the Christopher Lovelock Career Contributions to the Service Discipline Award, the SERVSIG best article award, the Academy of Marketing Science and University outstanding teacher awards, the inaugural College of Business Distinguished Teacher award,  the University graduate studentJSR_16.2_72ppiRGB_powerpoint.jpg mentoring award, and the William R. Jones award for mentoring minority doctoral students.  Mike is a past president of the American Marketing Association’s Academic Council and an Associate Editor for the Journal of Service Research and Journal of the Academy of Marketing Science.  He is currently co-editing a special issue of Journal of the Academy of Marketing Science and he just finished co-editing a special issue of Journal of Service Research.

Mike currently lives with his wife of twenty
years and two children in Florida. Before earning his PhD, Mike played baseball at Florida State and was then drafted by the Los Angeles Dodgers, playing professionally for four years. Baseball runs in the Brady family, as Mike’s father also played professionally for the Detroit Tigers before assuming the university provost and president roles at Jacksonville University. Mike’s academic year consists of teaching large online sections of principles of marketing and will take on the role of Editor-in-Chief of the Journal of Service Research later this year.

Please be sure to sign up for email alerts through the homepage so you never miss the latest research from the Journal of Service Research.

Does using clickers in class help students engage and succeed?

With the growing technology advances and integration of new technology into classrooms, professors across the nation have adopted clickers as a means of participation in lectures. Of course, with new engagement strategies comes pros and cons, including how students must remember to bring the clickers, and if lost, will have to pay to replace the unit. The clickers can also prompt students to pay more attention in class, sinJME(D)_72ppiRGB_powerpoint.jpgce clickers can be used to take quizzes, and in turn, keep an online record of attendance.

A recent article in the Journal of Marketing Education entitled “Using Clickers in a Large Business Class: Examining Use Behavior and Satisfaction,” analyzes the use of clickers in the classroom which yields overall positive responses in content engagement. Authors Nripendra P. Rana and Yogesh K. Dwivedi also provide data on the behavioral intentions of the students in their study. The abstract for their article is below:

As more and more institutions are integrating new technologies (e.g., audience response systems such as clickers) into their teaching and learning systems, it is becoming increasingly necessary to have a detailed understanding of the underlying mechanisms of these advanced technologies and their outcomes on student learning perceptions. We proposed a conceptual model based on the technology acceptance model to understand students’ use behavior and satisfaction with clickers. The valid response from 138 second-year business students of Digital Marketing module taught in a British university, where clickers are extensively used in the teaching and learning process, made the basis for data analysis. The results provided a strong support for the proposed model with a reasonably adequate variance (i.e., adjusted R2) of 67% on behavioral intentions and sufficiently high variance on use behavior (i.e., 86%) and user satisfaction (i.e., 89%).

The article is free to read for a limited time, and don’t forget to sign up for email alerts through the homepage so you never miss a new issue.