Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective
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...
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| Format: | Article |
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Emerald Group Holdings Ltd.
2022
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| author | Tjandra, Nathalia Christiani Garavan, Thomas N. Aroean, Lukman Prabandari, Yayi Suryo |
| author_facet | Tjandra, Nathalia Christiani Garavan, Thomas N. Aroean, Lukman Prabandari, Yayi Suryo |
| author_sort | Tjandra, Nathalia Christiani |
| collection | UGM |
| description | 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. © 2022, Emerald Publishing Limited. |
| first_indexed | 2024-03-14T00:08:53Z |
| format | Article |
| id | oai:generic.eprints.org:283908 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-14T00:08:53Z |
| publishDate | 2022 |
| publisher | Emerald Group Holdings Ltd. |
| record_format | dspace |
| spelling | oai:generic.eprints.org:2839082023-11-24T02:38:10Z https://repository.ugm.ac.id/283908/ 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, Nathalia Christiani Garavan, Thomas N. Aroean, Lukman Prabandari, Yayi Suryo Community Child Health Environmental and Occupational Health and Safety Health and Community Services 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. © 2022, Emerald Publishing Limited. Emerald Group Holdings Ltd. 2022 Article PeerReviewed Tjandra, Nathalia Christiani and Garavan, Thomas N. and Aroean, Lukman and Prabandari, Yayi Suryo (2022) Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective. European Journal of Marketing, 56 (4). 1042 -1064. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85128803175&doi=10.1108%2fEJM-06-2019-0512&partnerID=40&md5=dd9fb2b739d2d8e8a5805160c4005e78 10.1108/EJM-06-2019-0512 |
| spellingShingle | Community Child Health Environmental and Occupational Health and Safety Health and Community Services Tjandra, Nathalia Christiani Garavan, Thomas N. Aroean, Lukman Prabandari, Yayi Suryo Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective |
| title | Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective |
| title_full | Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective |
| title_fullStr | Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective |
| title_full_unstemmed | Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective |
| title_short | Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective |
| title_sort | understanding the ethical legitimacy of tobacco advertising promotion and sponsorship in indonesia in the context of increased government regulation a legitimacy as perception perspective |
| topic | Community Child Health Environmental and Occupational Health and Safety Health and Community Services |
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