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

dc.contributor.authorTjandra, Nathalia Christiani
dc.contributor.authorGaravan, Thomas N.
dc.contributor.authorAroean, Lukman
dc.contributor.authorPrabandari, Yayi Suryo
dc.contributor.funderCarnegie Trust for the Universities of Scotlanden
dc.contributor.funderEdinburgh Napier Universityen
dc.date.accessioned2022-07-11T14:03:04Z
dc.date.available2022-07-11T14:03:04Z
dc.date.issued2022-04-07
dc.date.updated2022-07-11T13:56:00Z
dc.description.abstractPurpose: 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.en
dc.description.statusPeer revieweden
dc.description.versionAccepted Versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.citationTjandra, N. C., Garavan, T. N., Aroean, L. and Prabandari, Y. S. (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), pp. 1042-1064. doi: 10.1108/EJM-06-2019-0512en
dc.identifier.doi10.1108/EJM-06-2019-0512en
dc.identifier.endpage1064en
dc.identifier.issn0309-0566
dc.identifier.issued4en
dc.identifier.journaltitleEuropean Journal of Marketingen
dc.identifier.startpage1042en
dc.identifier.urihttps://hdl.handle.net/10468/13356
dc.identifier.volume56en
dc.language.isoenen
dc.publisherEmerald Publishing Limiteden
dc.rights© 2022, Emerald Publishing Limited. All rights reserved.en
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/en
dc.subjectEthical legitimacyen
dc.subjectEthical perceptionen
dc.subjectIndonesiaen
dc.subjectLegitimacyen
dc.subjectLegitimacy-as-perception theoryen
dc.subjectPromotion and sponsorshipen
dc.subjectQualitative researchen
dc.subjectTAPSen
dc.subjectTobacco advertisingen
dc.subjectTobacco marketingen
dc.titleUnderstanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspectiveen
dc.typeArticle (peer-reviewed)en
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