ORCID Profile
0000-0001-8614-2840
Current Organisations
Universidad de Zaragoza
,
Queensland University of Technology
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Publisher: Elsevier BV
Date: 2022
Publisher: SAGE Publications
Date: 03-12-2022
DOI: 10.1177/18393349211062269
Abstract: The fair treatment of women in the workplace, where they experience both opportunities and constraints, has been on and off higher education agendas for decades. Yet, institutionalised gendered constraints still shape the careers of female academics, including those in the marketing academy, resulting in disrupted or obstacle-heavy career journeys and the underrepresentation of women in senior positions. Furthermore, progress towards gender equity is h ered by institutional resistance to change, favouring performative rather than genuine and transformational institutional allyship. We draw upon personal experiences, recollections and anecdotes garnered over the years – synthesised with literature – to examine systemic gendered constraints within our collective career span. We propose institutional allyship as the intentional efforts needed by the marketing academy to address systemic and structural gender inequities and achieve second-order change by integrating gender equity outcomes throughout organisational decision-making. Specifically, we suggest nominated actions within a Gender Equity and Inclusion Charter for the Australian and New Zealand Marketing Academy (ANZMAC) and its member universities as a first step.
Publisher: Informa UK Limited
Date: 27-09-2023
Publisher: SAGE Publications
Date: 06-2022
DOI: 10.1177/10946705211018860
Abstract: Unintended consequences of service are important yet infrequently examined in transformative service research. This research examines an online service community that transformed into an online third place, with consumers socializing and forming lasting relationships. Using practice-informed theory-building and an abductive reasoning approach, findings are presented from both manual and automated coding of three qualitative data sets that form the basis of a case study examining an online weight management service forum. Extending beyond current conceptualizations of the third place, this study is the first to propose a framework delineating online third place characteristics and their impact on consumers’ eudaimonic (the capacity for self-realization) and hedonic (attainment of pleasure and avoidance of pain) well-being. Findings show that in the absence of a physical or virtual servicescape, social factors including social density, equity, and personalization are key to constructing an online third place that supports well-being through building social connections and enjoyment. The new framework provides guidance for service managers to transform their online service communities into online third places to support consumer well-being and to identify and manage potential unintended consequences, for ex le, by ensuring segmentation of the community based on consumer groups’ shared interests and consumer empowerment through participation.
Publisher: Informa UK Limited
Date: 11-04-2023
Publisher: Springer International Publishing
Date: 2016
Publisher: Emerald
Date: 10-10-2016
DOI: 10.1108/JSOCM-10-2015-0071
Abstract: This paper aims to integrate existing thinking and provide new insights into the complexity of behaviours to improve understanding of the nature of these behaviours. This paper expands social marketing theory by introducing the Motivation–Opportunity–Ability–Behaviour (MOAB) framework to assist in understanding the nature of social marketing behaviours by extending the Motivation–Opportunity–Ability (MOA) framework. This is a conceptual paper that proposes the MOAB framework to understand the complexity of behaviours. This new tool will provide social marketers with an improved understanding of the differences between behaviours targeted by social marketers. Specifically, it provides a definition and application of complexity in social marketing that will facilitate the development of consumer insights and subsequent social marketing programs that more sufficiently account for the complexity of target behaviours. This proposed MOAB framework offers a foundation for future research to expand upon. Further research is recommended to empirically test the proposed framework. This paper seeks to advance the theoretical base of social marketing by providing new insights to understand the nature of the behaviour in social marketing to assist social marketers to move beyond attempts to treat all behaviours as if they are the same.
Publisher: Emerald
Date: 14-02-2023
Abstract: Emerging transformative service research (TSR) studies adopt a service system lens to conceptualise well-being across the micro, meso and macro levels of aggregation, typically within an organisation. No TSR has yet examined well-being across multiple interconnected organisations at the highest level of aggregation, the meta or service ecosystem level. This study aims to explore how value co-creation and, critically, co-destruction among different actors across interacting organisations enhances or destroys multiple levels of well-being. This study uses semi-structured, in-depth interviews to collect data from five types of key actors ( n = 35): players, team owners, tournament operations managers, casters and viewers, across 29 interconnected organisations in the oceanic esports industry. The interviews were coded using NVivo 12 and thematically analysed. Resource integration on each level of aggregation within a service ecosystem (micro, meso, macro and meta) can co-create and co-destroy value, which leads to the enhancement and destruction of multiple levels of well-being (in idual, collective, service system and service ecosystem). Value co-creation and co-destruction, as well as the resultant well-being outcomes, were interconnected across the different levels within the service ecosystem. To the best of the authors’ knowledge, this research is the first to incorporate a multi-actor perspective on the well-being consequences of value co-creation and value co-destruction within a service ecosystem as opposed to service system. Thus, this research also contributes to the minimal research which examines the outcomes of value co-destruction, rather than value co-creation, at multiple levels of aggregation.
Publisher: Emerald
Date: 11-04-2016
DOI: 10.1108/JSOCM-06-2015-0036
Abstract: This paper aims to investigate whether application of a community-based social marketing (CBSM) principle, namely, increasing the visibility of a target behaviour in the community, can change social norms surrounding the behaviour. A repeated measures quasi-experimental design was used to evaluate the Victorian Health Promotion Foundation’s Walk to School 2013 programme. The target population for the survey were caregivers of primary school children aged between 5-12 years old. The final s le size across the three online surveys administered was 102 respondents. The results suggest that the programme increased caregivers’ perceptions that children in their community walked to and from school and that walking to and from school is socially acceptable. The study contributes to addressing the recent call for research examining the relationship between CBSM principles and programme outcomes. Further, the results provide insight for enhancing the social norms approach, which has traditionally relied on changing social norms exclusively through media c aigns.
Publisher: Informa UK Limited
Date: 03-04-2017
Publisher: Elsevier BV
Date: 10-2015
Publisher: Emerald
Date: 04-01-2016
Abstract: – Social marketing benchmark criteria were used to understand the extent to which single-substance alcohol education programmes targeting adolescents in middle and high school settings sought to change behaviour, utilised theory, included audience research and applied the market segmentation process. The paper aims to discuss these issues. – A systematic literature review retrieved a total of 1,495 identified articles 565 duplicates were removed. The remaining 930 articles were then screened. Articles detailing formative research or programmes targeting multiple substances, parents, families and/or communities, as well as elementary schools and universities were excluded. A total of 31 articles, encompassing 16 qualifying programmes, were selected for detailed evaluation. – The majority of alcohol education programmes were developed on the basis of theory and achieved short- and medium-term behavioural effects. Importantly, most programmes were universal and did not apply the full market segmentation process. Limited audience research in the form of student involvement in programme design was identified. – This systematic literature review focused on single-substance alcohol education programmes targeted at middle and high school student populations, retrieving studies back to the year 2000. – The results of this systematic literature review indicate that application of the social marketing benchmark criteria of market segmentation and audience research may represent an avenue for further extending alcohol education programme effectiveness in middle and high school settings.
Publisher: Informa UK Limited
Date: 10-2016
DOI: 10.1080/07359683.2016.1240521
Abstract: Increases in childhood obesity have coincided with declines in active transportation to school. This research builds on largely atheoretical extant literature examining factors that influence walk-to-school behavior through application of the theory of planned behavior (TPB). Understanding caregivers' decision for their child to walk to/from school is key to developing interventions to promote this cost-effective and accessible health behavior. The results from an online survey of 512 caregivers provide support for the TPB, highlighting the important role of subjective norms. This suggests marketers should nurture caregivers' perception that important others approve of walking to school.
Publisher: Emerald
Date: 14-09-2015
Abstract: – This paper aims to use the Model of Goal-Directed Behavior (MGB) to examine the factors affecting consumers’ continued use of emerging technology-based self-services (TBSSs) with credence qualities. Professional services, which traditionally require specialized knowledge and high levels of interpersonal interaction to produce owing to their credence qualities, are increasingly delivered via self-service technologies. Health services delivered via mobile devices, for ex le, facilitate self-care without direct involvement from health professionals. – A mental health service delivered via the Internet and mobile phone, myCompass, was selected as the research context. Twenty interviews were conducted with users of myCompass and the data were thematically analyzed. – The findings of the study showcase the unique determinants of consumers’ continued use of TBSSs with credence qualities relative to the more routine services which have been the focus of extant research. The findings further provide support for the utility of the MGB in explaining service continuance, although the importance of distinguishing between extrinsic and intrinsic motivational components of behavioral desire and capturing the impact of social influence beyond subjective norms is also highlighted. – This study contributes to recent research examining differences in consumer responses across TBSSs and behavioral loyalty to these services. It also provides empirical evidence for broadening and deepening the MGB within this behavioral domain.
Publisher: Public Library of Science (PLoS)
Date: 16-01-2020
Publisher: MDPI AG
Date: 26-12-2023
DOI: 10.3390/SU15010335
Abstract: Effective communication strategies are vital to educating consumers about sustainable behaviors given that environmental problems such as climate change are a result of excessive human activities. This study examined the suitability of using anthropomorphic characters (i.e., spokescharacters) in environmental communication and investigated traits that make them persuasive communicators in promoting sustainable behaviors. Using the Source Credibility Model and Matchup Hypothesis as theoretical lenses, this study explored spokescharacter traits that can enhance their persuasiveness, particularly their ability to influence consumers’ recycling attitudes and behavioral intentions. An online questionnaire was administered to 314 U.S consumers recruited through Amazon’s MTurk platform. Research hypotheses were tested using Structural Equation Modelling. The results show that spokescharacter traits such as likability, expertise, and relevance positively influence spokescharacter trustworthiness, which in turn enhances the recycling attitudes and recycling intentions of consumers. Overall, the results suggest that spokescharacters can be effective communicators to promote sustainable behaviors like recycling. Theoretical and practical implications are offered, and future research directions are outlined.
Publisher: Elsevier BV
Date: 2020
Publisher: Springer International Publishing
Date: 2015
Publisher: Emerald
Date: 10-07-2017
Publisher: Emerald
Date: 08-05-2017
DOI: 10.1108/JSTP-02-2016-0036
Abstract: The purpose of this paper is to investigate how vulnerable consumers can be involved in transformative service design and how this approach may enhance the design of such services. The study also analyzes how co-design with vulnerable consumers differs from existing user involvement processes with the purpose of developing a co-design framework. A case study approach was employed, with six high schools in Australia identified as sites to conduct co-design sessions for a school-based alcohol education program. Adolescents were invited to review and (re)design an existing alcohol education program. The study indicates that co-design with vulnerable consumers cannot be approached in the same way as conventional user involvement processes. Based on the insights generated from six co-design sessions as well as the examination of user involvement and co-design literature, the authors propose a six-step co-design framework. The six steps comprise resourcing, planning, recruiting, sensitizing, facilitation and evaluation. The co-design framework illustrates important differences to conventional user involvement processes. However, the generalizability of the research findings is limited to a specific study setting and a narrowly defined s le. Future research in a different setting is needed to further validate the presented findings. For service design practice, this study provides guidelines on how co-design activities with vulnerable consumers can be effectively resourced, planned, recruited, sensitized, facilitated and evaluated. The framework outlines how co-design may be applied so that vulnerable consumers can become empowered participants during the design process. This research contributes to the knowledge in transformative service research – a priority in service research – and service design by extending the boundaries of our understanding of processes and tools for the involvement of vulnerable consumers in transformative service design.
Publisher: Informa UK Limited
Date: 14-10-2015
Publisher: Elsevier BV
Date: 06-2017
Publisher: Emerald
Date: 20-09-2013
Abstract: – This study aims to employ the Model of Goal-Directed Behaviour (MGB) to examine the consumer acceptance of technology-based self-service (TBSS) for a credence service instrumental to a social goal. Credence services are increasingly delivered via self-service technology and in social marketing, the achievement of social goals can be contingent on consumer acceptance of these services. However, little is known about the determinants of acceptance and extant marketing literature fails to account for emotional and goal influences which are likely to be important. – The authors interviewed 30 young adults with self-reported stress, anxiety or depression as potential users of a self-help mental health service delivered via mobile phone. The data were analysed deductively and inductively with the assistance of NVivo. – The findings generally support using the MGB to enhance understanding of consumers' acceptance of TBSS. The paper also found evidence of the importance of maintenance self-efficacy, the self-evaluation of the ability to continue using the service, and a previously ignored element of consumer level competition that arises between alternatives that achieve the same goal. – This study is the first to examine factors that influence consumers' acceptance of TBSS for credence services aimed at achieving a social goal. It builds on understanding of consumer decision making in social marketing, particularly the influence of self-efficacy and competition. It also contributes to attitudinal research by providing initial evidence for deepening and broadening the MGB in the context of TBSSs.
Publisher: Informa UK Limited
Date: 03-03-2015
Publisher: Emerald
Date: 04-01-2016
DOI: 10.1108/JSOCM-01-2015-0004
Abstract: – Most alcohol education programs are designed by experts, with the target audience largely excluded from this process. Theoretically, application of co-creation which comprises co-design and co-production offers an opportunity to better orient programs to meet audience needs and wants and thereby enhance program outcomes. To date, research has centered on value co-creation, with content co-design receiving limited research attention. This study aims to understand how a target audience would design an intervention and continues by contrasting an audience-designed program with the earlier implemented expert-designed program. – Six co-design sessions were conducted with 58 Year 10 adolescents, aged between 14-16 years old, who had participated in Game On: Know Alcohol, a program developed by experts to address binge drinking. The data were content analyzed. – Analysis revealed that a co-designed program would differ substantially from the expert-driven Game On: Know Alcohol program recently trialed. The results indicate that adolescents prefer interactive activities that engage and challenge. Three alternative program solutions, catering to identified segments in the target audience, are suggested for future implementation and evaluation. – This s le is limited to adolescents from Catholic schools in one state of Australia, and future research is recommended to extend findings beyond this group. This study is limited to establishment of audience (adolescent) preferences, and future experimental field research is needed to develop, implement and evaluate a co-designed program. – This study details a co-design process highlighting differences between expert-designed and audience-designed programs. Future research investigating whether a co-designed program will deliver superior outcomes to an expert-designed program is recommended.
Publisher: Oxford University Press (OUP)
Date: 10-2014
Publisher: Emerald
Date: 15-06-2015
Abstract: – This paper aims to extend research applying the principle of market segmentation to gain insight into changing the physical activity behaviour of children, particularly their walk to/from school behaviour. It further examined the utility of employing theory, specifically the theory of planned behaviour (TPB), for this purpose. Childhood obesity is a leading public health concern globally. – An online survey was conducted with 512 caregivers of primary school children. Caregivers were targeted given their control over children’s walk to/from school behaviour. Two-step cluster analysis, based on 14 geographic, demographic, psychographic and behavioural variables, was used to investigate groupings within the data set. – The analysis revealed three distinct segments of caregivers, each with unique beliefs about their children walking to/from school: short-distance frequent walkers, middle-distance sporadic walkers and long-distance non-walkers. Four variables were found to be highly important in distinguishing these segments: distance to school, current walk to/from school behaviour, subjective norms and intentions to increase their child’s walk to school behaviour. – The paper demonstrates the usefulness of behavioural, geographic and psychographic variables, as measured by the TPB, in distinguishing segments, offering an important contrast to prior segmentation studies emphasising demographic variables. This result provides empirical evidence of the value of using the four segmentation bases, extending beyond a demographic focus, and the importance of incorporating behavioural theory in market segmentation. In so doing, this research provides key insights into changing children’s walking behaviour.
Publisher: Emerald
Date: 12-10-2010
DOI: 10.1108/02652321011085194
Abstract: This paper aims to identify and test the key motivators and inhibitors for consumer acceptance of mobile phone banking (M‐banking), particularly those that affect the consumer's attitude towards, and intention to use, this self‐service banking technology. A web‐based survey was undertaken where respondents completed a questionnaire about their perceptions of M‐banking's ease of use, usefulness, cost, risk, compatibility with their lifestyle, and their need for interaction with personnel. Correlation and hierarchical multiple regression analysis, with Sobel tests, were used to determine whether these factors influenced consumers' attitude and intention to use M‐banking. Perceived usefulness, perceived risk, cost and compatibility were found to affect consumer acceptance of M‐banking. The results also support a mediation model, whereby attitude transfers the affects of the consumers' perceptions to their intention to use M‐banking. The s le used in this study contained a skew toward younger male consumers, affecting the generalisability of the results. Developing marketing programs that focus on creating a positive attitude toward M‐banking should attract consumers to this emerging electronic banking channel. Specifically, marketers should emphasise M‐banking's usefulness and compatibility with consumers' lifestyle, in addition to designing M‐banking systems that minimise risk and cost to the consumer. This paper validates and further develops an existing attitudinal model in the M‐banking context, answering the call for additional research to generalise and improve the explanatory power of self‐service technology acceptance models to other groups and countries.
Publisher: Elsevier BV
Date: 10-0003
DOI: 10.1016/J.ADDBEH.2015.05.010
Abstract: This study seeks to establish whether meaningful subgroups exist within a 14-16 year old adolescent population and if these segments respond differently to the Game On: Know Alcohol (GOKA) intervention, a school-based alcohol social marketing program. This study is part of a larger cluster randomized controlled evaluation of the GOKA program implemented in 14 schools in 2013/2014. TwoStep cluster analysis was conducted to segment 2,114 high school adolescents (14-16 years old) on the basis of 22 demographic, behavioral, and psychographic variables. Program effects on knowledge, attitudes, behavioral intentions, social norms, alcohol expectancies, and drinking refusal self-efficacy of identified segments were subsequently examined. Three segments were identified: (1) Abstainers, (2) Bingers, and (3) Moderate Drinkers. Program effects varied significantly across segments. The strongest positive change effects post-participation were observed for Bingers, while mixed effects were evident for Moderate Drinkers and Abstainers. These findings provide preliminary empirical evidence supporting the application of social marketing segmentation in alcohol education programs. Development of targeted programs that meet the unique needs of each of the three identified segments will extend the social marketing footprint in alcohol education.
Publisher: SAGE Publications
Date: 02-2017
DOI: 10.1016/J.AUSMJ.2016.12.001
Abstract: In Australia and many other nations the prevalence of overweight and obesity is increasing, while physical activity declines. This paper investigates the effect of gamification on consumers’ motivation and behaviour to engage in physical activity over time from a social marketing perspective. An experimental design was used to determine the effect of a popular gamified fitness application (app) on both intrinsic motivation and walking behaviour over four weeks. While the study found that gamification supported behaviour change and maintenance, there was no significant change to intrinsic motivation as a result of using the app. This finding suggests there may be an alternative mechanism underlying how gamification achieves behavioural outcomes. Future research is recommended to further explore the manner in which gamification influences behaviours. This paper addresses the call for longitudinal studies of gamification and for studies examining both the motivational and behavioural outcomes of gamification.
Publisher: Elsevier BV
Date: 10-2020
Publisher: Emerald
Date: 22-11-2022
DOI: 10.1108/JSTP-11-2020-0245
Abstract: mHealth services are effective and cost efficient, yet wide-scale adoption of these services by consumers has yet to be achieved, constraining their public health benefit. Further investigation of non-technological determinants of mHealth adoption is needed specifically, the role of consumers' goals has received scant attention and forms the research focus. Study 1 comprised 20 interviews with participants who possess a health goal, with the data analysed using an abductive reasoning approach. Study 2 was a 15-min online survey ( n = 653), with the data analysed using multi-group structural equation modelling. Study 1 identified several antecedents to the desirability and feasibility of consumers' health goals, which influence their desire to use mHealth services. Study 2 shows significant differences in the determinants of mHealth service acceptance depending on whether consumers set concrete as opposed to abstract goals, but social acceptance of mHealth services of these services is important for both groups. The findings suggest emphasising the importance of health goals to achieving other consumer goals (e.g. work or travel goals), the efficacy of mHealth services relative to other service alternatives for achieving those health goals, and the social acceptance of mHealth services to increase their uptake. This study is the first to use construal-level theory to improve understanding of the role of consumers' goals in the adoption of mHealth services. By identifying the antecedents to goal desirability and feasibility, it also broadens the model of goal-directed behaviour.
No related grants have been discovered for Lisa Schuster.