Wymer, Walter

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    Addressing complex social problems with a multi-environmental stakeholder coalition
    (Springer, 2021) Wymer, Walter
    Individuals exist within an environmental context that strongly influences their overall health and welfare. Environmental context refers to the context in which a person lives, works, and socializes. This paper presents a social marketing strategic planning model which begins by analyzing the micro, meso, and macro environments to identify causes or influences of a target social issue or problem. Contributors to the social problem are prioritized with respect to the degree to which they exert influence or causality. Next, stakeholders (those who have some interest in the social problem) are identified. Stakeholder perceptions and values are examined in order to develop an effective coalition of stakeholders who can work collaboratively at the various environmental levels to ameliorate the target social problem. As social marketing has evolved in order to develop more effective solutions to complex social problems, integrating a systems approach is useful to understand the dynamics influencing the social problem. Individuals are not targeted myopically but placed into an environmental context to understand and respond to influences on unhealthy behaviors and living conditions. Engaging a coalition of stakeholders who are motivated to alleviate the causes of the social problem must be skillfully managed by social marketers but offers promise in addressing complex social problems.
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    The antecedents of charity trust and its influence on charity supportive behavior
    (Wiley, 2020) Wymer, Walter; Becker, Annika; Boenigk, Silke
    This study develops and tests a model that evaluates eight antecedents of charity trust and its influence on volunteering and donating. Secondary data from a national Australian survey (N = 1,377) was collected and data was analyzed using partial least square path analysis. Key findings include identifying individual and organizational antecedents of charity trust and its influence on charity supportive behavior. Results show that organizational transparency is a very strong antecedent, followed by the individual awareness level of an individual towards the organization. We also examined the effect of gender as a moderating influence but did not find a significant effect. We conclude with managerial implications and areas for future research
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    Charity advertising: a literature of review and research agenda
    (Wiley, 2021) Wymer, Walter; Gross, Hellen
    The authors present an overview of the academic literature on charity advertising. Through systematically reviewing 63 empirical studies on charity advertising, a synthesis of the body of work is framed in a general model. Predominant antecedents in the charity advertising literature include various appeal tactics and victim portrayals. Research streams on moderators and mediators include various ad characteristics and audience characteristics. The audience’s intentions to donate was the most used outcome variable. Recommendations for continuing theoretical advancement in the field are presented. Managerial implications are also presented. This literature review contributes a knowledge base to guide future charity advertising research.
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    Gender differences and volunteering
    (2021) Wymer, Walter
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    How humor and fear in social advertising affect drivers' intention to change behavior? The case analysis
    (Centre of Sociological Research, 2021) Agota, Giedre Raišiene; Wymer, Walter; Dirginciene, Valda
    The article aims to add to knowledge of how to more effectively attain favourable marketing outcomes with respect to social marketing communications. This research sought to determine if the type of appeal had a differential influence on changing audience beliefs, audience behavioural change intentions, and audience word-of-mouth intentions. The social marketing problem in this study was unsafe driving practices, specially speeding and driving while tired or sleepy. Using a sample of 365 survey respondents in a repeated measures design, we examined the influence of appeal type on our outcome variables. We then examined the moderation effects of age and gender on the relationship between appeal type and our outcome variables. We also examined the influence of attitude toward the social marketing ad, the respondent’s unsafe driving history, and the respondent’s attention to the social marketing ad. With respect to the moderation effects of age and gender on the relationship between appeal type and our outcome variables, the results were not significant for audience belief change, but they were significant for audience behaviour change intentions; gender (but not age) was significant for audience WOM intentions. Theresearch contributed to the social marketing communication research by examining the influence of appeal type on important and under-researched outcome variables. Ad execution variables were included, such as the audience’s attention to the ad and their attitudes toward the ad. Finally, the effects of various audience characteristics were included in our model, specially age and gender and; most importantly for social marketers, the degree to which audience members engaged in the targeted antisocial behaviour of the research.
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    The influence of marketing scholarship's legacy on nonprofit marketing
    (M D P I A G, 2013) Wymer, Walter
    This inquiry contributes to the literature on the development of “nonprofit marketing thought” by describing how the field’s early period established a legacy effect on nonprofit marketing scholarship to the present day. This qualitative work uses a wide variety of sources from a protracted historical period in order to more fully inform a perspective on the relevant issues that have influenced the development of nonprofit marketing scholarship. The investigation suggests that, although the debate on whether or not marketing is a science was nominally resolved years ago, the origins of marketing scholarships as an applied business discipline remain influential. The effects on this influence is a body of research that is fragmented, conflicted, sometimes invalid, and has produced few general theories indicative of a social science. Recommendations are offered for improving the quality of nonprofit marketing scholarship.
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    The influence of university brand image, satisfaction, and university identification on alumni WOM intentions
    (Springer, 2021) Schlesinger, Walesska; Cervera-Taulet, Amparo
    This study investigates the influence of university brand image, satisfaction, and alumni’s university identification on positive word-of-mouth (WOM) intentions. The model is tested using data collected from a sample of 1000 university alumni, an important and under-researched stakeholder group. A contribution is provided by enhancing our understanding of key under-researched relationships. University brand image was found to be a key driver of alumni positive WOM intentions, due to its direct and indirect influences. The study also identified the mediating roles of alumni’s university identification and satisfaction. The influence of university brand image on alumi WOM is partially accounted for through its influence on alumni satisfaction and alumni’s university identification.
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    A macromarketing analysis of prescription drugs in the U.S.
    (Journal of Research for Consumers, 2008) Wymer, Walter
    The U.S. prescription drug macromarketing system is examined. Over time, this system has become unbalanced. The system has evolved into one in which market competition has been restricted. This market system now has substantial entry barriers, producer collusion, and extensive linkages between producers and government resulting in government protection of producers. Suggested reforms are offered which aim to bring into greater harmony the interests of both producers and society, while acknowledging the importance of prescription drugs to society and maintaining producer incentives to invest in research and development of innovative new drugs.
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    Nonprofit brand strength's moderational role
    (Ekonomski fakultet u Osijeku, 2014) Wymer, Walter
    The nature and characteristics of the nonprofit brand strength construct are conceptualized. Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude. Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary. In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents) and marketing outcomes (consequents). Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.
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    Nonprofit marketing research: developing ideas for new studies
    (Springer, 2021) Wymer, Walter
    The field of nonprofit marketing has progressed considerably. However, the field has often been discordant and fragmented. Progressive streams of research in nonprofit marketing, in which connected incremental increases in our knowledge have been lacking. To provide a unifying framework which researchers can use when planning a research program, this paper presents a holistic model of research knowledge development. The purpose of this paper is to help researchers find useful research topics and to develop research programs that will make meaningful contributions to the field. Developing a nomological net is presented as a foundational means of establishing the proposed study’s contribution to the extant literature. It is key in depicting the inter-construct influences acting on the focal outcome variables. The goal is to develop research that has greater theoretical significance and practical implications.
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    Online social network fundraising: threats and potentialities
    (Wiley, 2023) Wymer, Walter; Najev Cacija, Ljiljana
    There has been a growth in online fundraising from crowdfunding apps, like GoFundMe, that propagate fundraising appeals on social networking sites. In the online space, these crowdfunding apps pose a potential threat to the traditional intermediation role of charities. The disintermediation threat is that donors choose crowdfunding intermediaries instead of charities to channel their giving. In this article, we discuss what makes crowdsourced fundraising effective and how charities can adapt to this new dynamic for more effective online fundraising emphasizing two key success factors: brand strength/reputation and managing the donor experience. In addition, we explain the advantages and disadvantages of social media fundraising and giving and propose ways charities can leverage their good reputations and public trust to stimulate reintermediation. Finally, we propose a landscape for future research based on model that emphases the fundraising campaign's ability to stimulate viral sharing within and between online social networks.
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    A review of scale development practices in nonprofit management and marketing
    (Centre of Sociological Research, 2012) Wymer, Walter; Alves, Helena Maria Baptista
    We describe a set of recommended practices for scale development research in nonprofit management and marketing. General process issues are described followed by recommendations for EFA and CFA components of scaling research. Implications for researchers, journal editors and reviewers are discussed.
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    Volunteer retention research report: nonprofit professionals' version
    (2024) Wymer, Walter; Najev Cacija, Ljiljana
    We developed this study to add to the stream of scholarly research literature on volunteer retention. We asked many Canadian nonprofit organizations to participate in this study. We tried to include a variety of different types of nonprofit organizations, from across the country, to have an inclusive and representative sample. While we were primarily interested in influences on volunteer retention, we understood that committed volunteers also support their organizations in addition to volunteering. Therefore, in additional to investigating influences on volunteer retention, we also examined how these factors might influence other types of support intentions like donations, bequests, positive word-of-mouth referrals, an helping the organization recruit additional volunteers. We developed and tested two models. One model examined organizational influences on volunteer behavioral intentions. The second model examined experiential influences, meaning factors pertaining to the volunteering experience. With respect to organizational influences on volunteer retention and other support intentions, we found that brand strength had an important and broad effect on our outcome variables. Organizational transparency was also influential with respect to donation and bequest intentions. Other influences are presented later in this report. With respect to experiential influences on volunteer retention and other support intentions, we found that feeling valued was particularly important. Feeling valued not only had a direct effect on our outcome variables but also exerted an indirect effect through its influence on volunteer satisfaction. Perceived usefulness had a positive influence on feeling valued. We also found that social connectedness and value congruence were positive influencers. In this report, we present our methods and procedures. We present our variable definitions and how they were measured in our questionnaire. We present our significant findings and discuss managerial implications of our findings.