Gambling, Legitimacy, and the Limits of Community

Vaz, Matthew

doi:10.1177/0096144215601657

Cited by 1 publication

(1 citation statement)

References 2 publications

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“…Furthermore, our findings suggest that organisations can apply the legitimacy-as-perception theory in conjunction with metaphors to a variety of marketing practices and that it is not limited to our setting. In the context of marketing activities, the theory is applicable to activities such as the marketing of online gambling (Miller and Michelson, 2013; Vaz, 2015), alcohol (Sama and Hiilamo, 2019; Vaz, 2015) and fast-fashion products (Miotto and Vilajoana-Alejandre, 2019; Miotto and Youn, 2020). We used it in a situation in which members of the public choose to disclose their priority beliefs in a direct way; however, this may not be possible in the context of other countries.…”

Section: Discussionmentioning

confidence: 99%

Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective

Tjandra

Garavan

Aroean

et al. 2022

EJM

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Purpose The authors explore the metaphors people from Indonesia use to describe their propriety beliefs about the ethical legitimacy of tobacco advertising, promotion and sponsorship (TAPS). This paper aims to understand why there is a consensus of propriety beliefs about the ethical legitimacy of TAPS in the face of increased government regulations and international criticism of such marketing practices. Design/methodology/approach The data were collected from 71 study participants using both focus groups and in-depth photo-elicitation interviews. Findings The participants use three sets of metaphors to describe propriety beliefs. First, participants used metaphors that described the centrality of TAPS and smoking in Indonesian society. Second, they used metaphors that described TAPS regulations and regulators and third, they used metaphors that described the activities of tobacco firms. Participants’ photographs revealed strong collective validity of TAPS within Indonesia and strong propriety beliefs consensus. Research limitations/implications This study is one of the first to integrate legitimacy-as-perception theory and the ecological systems framework to gain a multilevel insight into the TAPS activities are perceived as legitimate and, therefore, not unethical. Practical implications The findings have important implications for tobacco control regulators who wish to curtail TAPS in a country where all levels of the ecological system reinforce their collective validity. Policy and regulative initiatives must, therefore, be used in a systemic way to change this collective validity. Originality/value To the best of the authors’ knowledge, this study is one of the first to use a legitimacy perspective to understand the ethical legitimacy of TAPS in marketing literature. It is also the first, to the best of the authors’ knowledge, to use the three legitimacy-as-perception constructs: propriety beliefs, collective validity and consensus of propriety beliefs. The authors show that despite increased government regulations and international disapproval, TAPS continues to be considered ethically legitimate in Indonesia.

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