Purpose: The purpose of this study (mixed-method) was to examine the effectiveness of two types of marketing interventions on water conservation behavior and to compare behaviors to self-reported conservation claims. Design/methodology/approach: This paper consists of four phases (advertisement...

Purpose – Online communities designed to appeal to children are on the rise. The success of this marketplace phenomenon indicates that adolescents are likely candidates for brand community membership; however, the literature has yet to examine this trend. This research aims to address this gap...