Sandra Diehl

• Professor
• Head of Department at Alpen-Adria-Universität Klagenfurt

Conditioned by ongoing trends, such as a shortage in healthcare personnel and increasing self-care rates, non-prescription or over-the-counter (OTC) drugs are steadily gaining in importance. These developments are expressive of the fact that healthcare has experienced a commercialization, which has also resulted in changed notions of patients. No l...

The contribution discusses current trends and future developments in Media and Change Management. After a definition and description of Media and Change Management, important current trends will be presented, including managerial trends (cross-border management, business models), trends in work (new work, mediatized work, workplace health promotion...

Objective Fitness influencers have become important digital health communicators with regard to influencing consumer health behaviours, such as physical activity. We investigate how working (out) with these new communicators can generate benefits for the fitness influencer, user health, and endorsed brands. Based on the source credibility, social i...

This study reviews the extant literature about corporate social responsibility (CSR) activities of companies operating in controversial industries. We analyze 88 articles guided by the overall question of how such companies integrate CSR into their business practices, which topics are addressed, and what the effects of these engagements are on vari...

We studied employees' responses to the Corporate Social Responsibility (CSR) program implemented within the Canadian headquarters of a global consumer goods company. Our study is timely since recent studies indicate that employees place more importance on CSR activities when evaluating current or prospective employers. A novel theoretical contribut...

Sustainable development is the pressing issue of our time. One of many goals within sustainable development is to transform lifestyles and the economy with sustainable production and consumption patterns. Social enterprises are seen as an organizational form with transformational potential for such sustainable patterns. In this paper, we analyzed s...

As social media continues to penetrate users' daily lives, concerns about its negative impact on body image issues and eating disorders are becoming focuses of research. It remains unclear whether social media should be held responsible for promoting orthorexia nervosa-a problematic and extreme fixation on healthy eating. The present study draws on...

Food-related social media posts, often with branded content, distributed by popular social media influencers, have started to catch the attention of many social media users. The impacts of these posts and marketing efforts on users, not only on purchase behaviour, but especially on healthy eating intentions and orthorectic eating tendencies are sti...

Das Hauptziel des Werkes von Martin Fishbein und Icek Ajzen kann als Versuch beschrieben werden, verschiedene bereits bestehende Einstellungs-Konzepte und -Theorien zu organisieren und miteinander zu verbinden sowie einen kohärenten Rahmen zu schaffen, der eine systematische theoretische Analyse ermöglicht. Als eines der ersten Multiattributmodelle...

This special issue celebrates the 40th anniversary of the International Journal of Advertising. Nineteen articles from prominent authors cover advertising topics and look at the past, present and most importantly, the future of advertising research, offering extensive suggestions for future research. The issue covers four themes: Looking back at th...

Since the onset of the COVID-19 pandemic, many corporations have employed a new form of corporate social responsibility (CSR) advertising that incorporates COVID-19-related health behavior recommendations. This type of CSR advertising seeks to increase both business-oriented responses and health-oriented responses. As such, these ads are thought to...

Objective: Social media fitness influencers are evolving into a new digital form of health communicators whom consumers might turn to for assistance with more physical activity and exercise at home, especially in the current COVID-19 crisis. Drawing from source credibility theory, social cognitive theory, protection motivation theory and literature...

Purpose. Transformative value is a central tenet of transformative service research (TSR) because it affects individual and community well-being, quality of life, and sustainability. Although transformative value plays a significant role in well-being, the literature suffers from a lack of sound interdisciplinary conceptual frameworks that delineat...

Organizational health refers to an enterprise’s ability to operate effectively, grow sustainably, and adapt smoothly to change and can also represent a competitive advantage. Hence, organizations that want to be healthy (and successful) are called upon to allocate resources to increase both employee engagement and employee well-being. By putting mo...

The various authors who contributed to this book shed light on a wide variety of facets of change. There is a consensus in the contributions that change affects every organization and needs to be dealt with pro-actively. The pace at which change is taking place has accelerated considerably over the past decades, driven by developments like converge...

The brand communication landscape is changing rapidly due to changing market, communication, and social and demographic parameters. Many companies aim at creating strong holistic brand worlds in order to anchor the brand as an important element in consumers’ lives. From the companies’ point of view, successful brand worlds promise a clear, distinct...

The increasing flexibility to choose between media devices, the growing availability of multiple digital platforms, as well as different converged devices and services are just some of the most prevalent examples reflecting current changes in the media industry. At the same time, these changes are not without implications for consumers. Media multi...

In recent years, the Internet of Medical Things (IoMT) has gained momentum. This development has only been intensified by the current COVID-19 crisis, which promotes the development of applications that can help stop the virus from spreading by monitoring people’s movements and their social contacts. At the same time, it has become increasingly dif...

This volume offers a wide range of insights into current media reception and effects research on the topic of ‘sustainability’. The contributions it contains deal with how this topic is communicated and negotiated on (social) media, how various message and context features affect sustainable behaviour, and what role established and ‘new’ actors—suc...

Information and communication technologies (ICTs) evolve rapidly, and employees perceive ICTs as both resources and demands. Based on the job-demands-resources model, we develop an ICT demands-resources model to analyze how employees’ perceptions of ICTs impact burnout, work-family balance and job satisfaction. Three surveys of employees were condu...

In recent years, the concept of Corporate Social Responsibility (CSR) has begun to resonate with consumers throughout the world. Stemming from growing consumer pressure.

(1) Background: Increasing stress levels at the workplace constitute a concerning organizational trend, challenging not only employees but also organizations alike, as it is in most instances associated with increasing workloads. In consequence, employees have started to demand that organizations begin to accept responsibility for their health and...

Based on culture identity theory and schema theory, we investigate how model ethnicity influences the perception and effectiveness of potentially offensive nudity advertising in Asia and Western Europe. Study 1 with 5,193 ad evaluations by 1,731 subjects from two countries shows that the overall perceived offensiveness in nudity advertising was hig...

As part of the United Nations’ Sustainable Development Goals (SDGs), the topic of health has been put on the global agenda. Out of the 17 SDGs, the UN introduced goal number 3 with the purpose to “ensure healthy lives and promote well-being for all at all ages”. As a consequence, health is perceived as an essential part of sustainable development....

The third goal of the United Nations Sustainable Development Agenda aims to ensure individual's wellbeing and a long and healthy life. As such, health is perceived as an essential part of sustainable development. While progress has been made over the past decades, far too little attention has been paid to misdiagnosed and rare diseases. In the cont...

This study uses evolutionary psychology to examine how the use of disease appeals affects unhealthy behavioural intentions among consumers with different life-history strategies (LHS). Do they invest more resources in survival (slow strategists) or more resources in reproduction (fast strategists)? The results of two experimental studies indicate t...

In the network society, the topic of gender has received considerable attention on behalf of researchers. Even though technology is claimed to be gender‐neutral, reality is different as women and men have been found to fundamentally differ from one another on a very basic level, for example, as far as their communication patterns are concerned. Hen...

The topic of gender‐role portrayals in advertising has received considerable academic interest and has been subject to much debate—increasingly also from a cross‐cultural perspective. An aspect that has repeatedly been taken up concerns gender stereotyping, stressing certain beliefs that are found to be attributable especially to men or women. Aspe...

Worldwide, companies should give due care to managing stakeholders’ perceptions and reactions to business practices pertaining to Corporate Social Responsibility (CSR). A basic belief underlying this sea change in corporate action and thinking is that if done right, CSR can generate “win–win opportunities” for companies, the environment, and stakeh...

The third goal of the United Nations Sustainable Development Agenda aims to ensure individual's wellbeing and a long and healthy life. As such, health is perceived as an essential part of sustainable development. While progress has been made over the past decades, far too little attention has been paid to misdiagnosed and rare diseases. In the cont...

Digital health technologies are driving change toward a more individually centered, self-responsible, and empowered healthcare (Banos et al., 2016). With a mHealth market share of 6.7%, mHealth offers a vast array of applicability, e.g., remote monitoring, diagnosing symptoms, consulting doctors, and complying with treatment regimes (Statista, 2017...

Based on persuasion knowledge theory, attribution theory, and a qualitative investigation of authenticity, this study investigates employees' CSR authenticity evaluation in four CSR domains (customer-, employee-, environment-, and philanthropy-oriented). Four antecedents of employees' CSR authenticity evaluation are examined: the evaluation of CSR...

We examine how gender of social media fitness influencers impacts males’ versus females’ intentions to perform the promoted physical activity. Drawing from source effects research, social cognitive theory, and literature on gender, we develop a conceptual model that analyzes the impact of social media fitness influencers’ trustworthiness, expertise...

Der Aufbau von erfolgreichen Marken-Erlebniswelten wird vor dem Hintergrund der heutigen Markt- und Kommunikationsbedingungen immer wichtiger, um die Marke eindeutig und nachhaltig in der Gefühls- und Erfahrungswelt der KonsumentInnen zu positionieren. Zuerst erfolgt eine Beschreibung der Bestandteile, Funktionen und Wirkungen von Erlebniswelten. I...

Drawing on signaling and social identity theories, we analyze how liking of the company’s CSR advertisements, message credibility, and cause-company fit influence employees’ evaluation of their organization’s CSR engagement and how this relates to employees’ job satisfaction, organizational pride, and word-of-mouth about CSR. CSR is analyzed in fou...

In this paper, we rely on evolutionary psychology to examine how the use of lethal (threatening survival) versus reproductive (threatening reproduction) disease appeals affects smoking intention among consumers with different life history strategies. The results of two experimental studies indicate that smoking intention varies as a function of the...

We explored the use of different advertising appeals in breast cancer detection messages. We analyzed the extent to which emotional appeals were applied in advertisements that promoted two forms of breast cancer detection behaviors: breast self-examination (BSE) and mammographic screening. Findings of a content analysis of 456 breast cancer-related...

This investigation seeks to explore the role of Humane Orientation (HO) – one of the cultural dimensions outlined in the GLOBE framework – in responses to advertisements containing corporate social responsibility (CSR) messages among consumers in Japan and the U.S. The academic literature examining Japanese consumer responses to CSR messages in mar...

Concerns for social and environmental engagements on behalf of businesses are on the rise globally; as a result, the concept of Corporate Social Responsibility (CSR) has evolved from an obligation (‘doing good to look good’) to a strategy (‘doing well and doing good’) (Nussbaum 2009). Moreover, CSR communication has to be made part of companies’ st...

Given the increasing relevance of over-the-counter (OTC) drugs to individuals’ health and well-being, this study explores whether selected health variables, as well as consumers’ attitudes and skepticism towards advertising in general, influence their attitudes and skepticism towards pharmaceutical advertising. It extends previous research by build...

According to the IMS Institute for Health, the global pharmaceutical market is expected to increase to USD 1.2 trillion in 2017 due to an aging population, unhealthy eating habits and lifestyles, as well as the increasing incidence of chronic diseases across the entire global population (Business Wire, 2013). The majority of investigations conducte...

Um nachhaltige kommunikative Erlebnisse in der Marketingkommunikation zu erzeugen, bietet sich der Aufbau einer Markenerlebniswelt an. Der Aufbau von erfolgreichen Erlebniswelten mit dem Ziel, Marken langfristig in der Gefühls- und Erfahrungswelt der Konsumenten zu verankern und einen signifikanten Beitrag zur Lebensqualität der Konsumenten zu leis...

Based on signaling and social identity theory, we analyze the impact of CSR communication, especially the liking of the company’s CSR advertisements, their message credibility, as well as their cause-company-fit, on employees´ evaluation of the perceived organizational CSR engagement and how this relates to employees´ word-of-mouth about CSR. Emplo...

This study develops a conceptual model based on communicator research (trustworthiness, expertise, attractiveness, and homophily) and empirically examines if social media fitness influencers have a positive impact on users’ attitudes and behavioral intentions towards fitness workouts. Two stimuli, with a female and a male social media fitness influ...

Over the past several decades, the pharmaceutical industry has risen in importance globally (IMS Health, 2013) and pharmaceutical marketers spend a significant proportion of their budgets on marketing their products (BBC, 2015; VOX, 2015). While the promotion of prescription drugs to consumers is limited to two countries (New Zealand and the US), a...

Health communication has experienced a revival in the twenty-first century, which has been labeled the “health communication renaissance”. At the same time, public concern regarding social causes is on the rise. In response, pharmaceutical marketers have begun to publicly proclaim their support for social and environmental causes. Due to declining...

Given the pharmaceutical industry's immense global importance, drug manufacturers are currently spending approximately one third of sales revenues on marketing their products. A neglected area of inquiry is pharmaceutical marketing's contribution to consumer empowerment. The present investigation proposes an Advertising-Empowerment-Model which was...

This study investigates if listicles are an effective way to communicate health topics. Listicles have become popular in online media. By using two listicles and one article with different health topics, we show that especially a listicle with a soft health topic leads to better attitude, credibility, behavioral intention and memory than a listicle...

This investigation set out to uncover whether CSR appeals socially and/or environmentally oriented efforts promoted as part of a corporation's advertising campaign present a fruitful strategy for pharmaceutical manufacturers. This study investigates whether consumers in the two countries are similar with regards to (1) attitudes toward CSR engageme...

Due to the increased life expectancy and the adoption of unhealthy lifestyles in developed countries, cancer incidences are on the rise. Breast cancer is the most common cancer in women. Breast cancer mortality can be reduced if the disease is detected and treated early.

We analyze recall and recognition of subtle and prominent brand placements that are placed in 2D, 3D, and 4D movie clips. In the 4D movie clip, the 3D film is enhanced with a product related ambient scent that is dispensed synchronized with the appearance of a prominent brand placement. Based on two cognitive theoretical approaches (limited cogniti...

Der Aufbau von erfolgreichen Marken-Erlebniswelten wird vor dem Hintergrund der heutigen Markt- und Kommunikationsbedingungen immer wichtiger, um die Marke eindeutig und nachhaltig in der Gefühls- und Erfahrungswelt der KonsumentInnen zu positionieren. Zuerst erfolgt eine Beschreibung der Bestandteile, Funktionen und Wirkungen von Erlebniswelten. I...

Concerns regarding health dominate the 21st century (Krisberg, 2004). Recent years have been characterized by a “health communication renaissance” (Bernhardt, 2004: 2051). Health communication refers to “any type of communication whose content is concerned with health” (Rogers, 1996: 15), addressing individuals and organizations with the goal of pr...

This handbook pursues an integrated communication approach. Drawing on the various fields of organizational communication and their relevance for CSR, it addresses innovative topics such as big data, social media, and the convergence of communication channels, as well as the roles they play in a successfully integrated CSR communication program. Fu...

Corporate Social Responsibility (CSR) is becoming ever more important in today’s business world. For consumers, the knowledge that a company engages in CSR is increasingly a crucial factor in their decision-making. However, for consumers to know about CSR activities, it requires that companies communicate about their engagement to their stakeholder...

The Internet has extended consumers’ possibilities for gathering information about products and services; for which online reviews serve as a valuable information source (Henning-Thurau et al., 2004; Cheung and Thadani, 2012; Lee et al., 2008). This is particularly true of the hospitality and tourism industries wherein products and services are int...

Convergence is a trend that has gained an enormous amount of attention within the last years, especially within the media industry. The term is used to describe the growing together of formerly distinct functions, markets and fields of application, further changing the way companies operate. Due to those extensive changes, proven business models an...

Um nachhaltige kommunikative Erlebnisse in der Marketingkommunikation zu erzeugen, bietet sich der Aufbau einer Markenerlebniswelt an. Der Aufbau von erfolgreichen, attraktiven Erlebniswelten mit dem Ziel, Marken langfristig in der Gefühls- und Erfahrungswelt der Konsumenten und Konsumentinnen zu verankern und einen signifikanten Beitrag zur Lebens...

Brand placements in movies are common throughout the world. Within the last few years, 3D movie technology has experienced substantial growth in both cinemas and home entertainment. Furthermore, advanced cinemas also offer 4D experiences by adding scent, airflow or tactile stimuli to the 3D film. Based on the limited capacity model of information p...

Fiske and Taylor (1991, p. 21) note that sex ranks alongside age as a “universal dimension for differentiating people.” Differentiation of the sexes occurs by assigning differing and non-overlapping traits and roles to the two genders. Perhaps nothing has transformed women’s lives in the last century more than the gender revolution. The empowerment...

From A (Absolute Vodka) to V (Visa), marketers are increasingly launching global campaigns to promote their products and services to consumers in every corner of the planet (PR Newswire, 2007; corporate.visa.com, 2009). There appears to be ample evidence that standardized advertising is more feasible than ever before (Mueller and Taylor, 2011). The...

Stress has become a mass phenomenon in the modern workplace. The use of information and communication technologies is beginning to receive greater attention in the context of occupational stress. An exploratory qualitative study was conducted to examine both stressors and benefits resulting from technologies among practitioners in the advertising,...

This article directly compares the effects of emotional print advertisements and emotional Internet advertisements on consumers. In particular it analyses whether Internet advertising is able to convey emotions to the same degree as print ads. The study was carried out for two different perfume brands in Germany and France. The study shows that the...

The authors develop a behavioral model for both virtual stores on the Internet and real stores. Through an empirical analysis, the effects of real and virtual store design are directly compared. A three-dimensional virtual store was specifically designed for this test and is based on the concept of one of the real stores. The behavioral model for b...

The paper intends to investigate current university degree programs in numerous European countries and compare them with offerings in the United States with regard to their suitability to contemporary workplace requirements in the age of convergence. Recent trends in convergence, defined as the merging and growing together of previously distinct in...