Control Variables Research Articles

What matters most to the perception of community resilience in Romania?

We aim to measure and explain the perception of community resilience in Romania. We use survey data from a country-representative sample of 1500 respondents. We rely on factor-based partial least squares path modeling to measure five reflective latent constructs from a CCRAM-type questionnaire. We use these constructs to extract a second-order formative latent construct representing an overall measure of community resilience. Next, we use three sub-dimensions of family resilience, along with individual resilience and several control variables to explain community resilience. Among the five sub-dimensions of the overall measure of community resilience, social trust exerts the highest contribution, followed by place attachment. The predictors of community resilience with the largest effect sizes are the three sub-dimensions of family resilience. The policies geared towards increasing community resilience might not be able to address the most important factors, at least in the case of Romania, because they pertain to informal group interaction, and lie outside the reach of formal administrative authority.

Enterprise digital transformation, accounting information comparability and corporate innovation

In the evolving digital landscape, the digital shift within corporations is pivotal for fostering innovation and elevating competitiveness. This study investigates the impact of digital transformation on enterprise innovation, utilizing a dataset of A-share listed firms from 2010 to 2020. To address sample self-selection, the Propensity Score Matching (PSM) method is employed, dividing enterprises into experimental and control groups based on their level of digital transformation. Additionally, to mitigate endogeneity concerns, all explanatory variables are lagged by one period. The study employs benchmark regression analysis, considering control variables and fixed effects for year and industry, to examine the relationship between digital transformation and innovation. The study constructs models to evaluate the mediating role of accounting information comparability in the relationship between digital transformation and innovation. Notably, a strong positive link is observed between a company’s digital evolution and its innovation capacities, suggesting that this evolution substantially augments innovation. Moreover, the consistency of accounting data further amplifies this effect. Such insights offer strategic guidance for companies aiming to bolster innovation amid their digital journey and underscore the necessity for consistent accounting data.

Assessing Technical Inefficiency in Ecosystem Service Provision from an Input Perspective in the Cross Timbers region, United States.

We modeled the efficiency of ecosystem service provision-specifically timber production, carbon sequestration, and water yield-in the Cross Timbers region of the United States using stochastic frontier analysis from an input perspective. Inputs considered included natural capital and control variables such as temperature, precipitation, soil moisture, and natural disturbances, among others, that impact ecosystem service production. Inefficiency was modeled as a function of factors such as ownership, forest productivity, and natural disturbances. We utilized forest plot-level data obtained from the Forest Inventory and Analysis (FIA) program between 2008 and 2019. Our results indicated that ecosystem service production increased with higher levels of natural capital, higher temperatures, mesic soils, the presence of oaks, and damage caused by abiotic factors. We found evidence of technical inefficiency in the simultaneous provision of ecosystem services. From an input perspective, our findings revealed that, on average, 15.9% more input is used due to technical inefficiency in the Cross Timbers region. Specifically, private ownership and damage caused by abiotic factors resulted in excess input use of 16.4% and 14.3%, respectively, due to technical inefficiency. Managing the encroachment of invasive species like eastern redcedar can enhance ecosystem service production in the region, despite the high implementation costs. Collaboration among multidisciplinary extension professionals can help create comprehensive land management plans for the Cross Timbers, while landowners can also utilize cost-share programs to lower management expenses.

IMPACT OF VOCATIONAL EDUCATION ON ECONOMIC GROWTH: AN ANALYSIS OF THE INDIAN ECONOMY

Vocational education can be seen as an important tool in leveraging India’s demographic dividend. Given the labor surplus in terms of the young population, it is important to examine how vocational education and training can serve as a critical driver of economic growth. This study aims at examining the impact of vocational education and training on economic growth in India, using the framework of the augmented Solow growth model by decomposing human capital into vocational education, along with primary, secondary and higher education. Using an ARDL model based on the annual data from 1990 to 1991 and 2019 to 2020, the study analyzes the short-run and long-run impact of vocational education. The results indicate that in the case of India, the impact of vocational education on economic growth is both a short-run and long-run phenomenon exhibiting a stable positive relation. Other control variables used in this study, such as Investment, Population, Openness and Inflation are found with a significant impact on economic growth. The study suggests that it is necessary to upgrade vocational education programs to create high-quality workers with a view to improving productivity and macroeconomic outcomes in India.

Survey response rates in European comparative surveys: a 20-year decline irrespective of sampling frames or survey modes

AbstractThis paper assesses trends in three survey outcome rates within four prominent crossnationalcomparative surveys conducted in European countries in the 21st century: theEuropean Quality of Life Survey, the European Social Survey, the European ValuesStudy, and the International Social Survey Programme. These projects are recognisedfor their high-quality sampling and fieldwork procedures, extensive track records, andcommitment to rigorous methodological standards. The analysis is based on 753national surveys conducted on probability samples of the general population in 36European countries from 1999 to 2018. We investigated whether two essential surveycharacteristics, namely sampling frames and data collection modes, moderated thedecrease of survey outcome rates over time. To analyse these relationships, thesurvey year was included as the explanatory variable, and we applied multi-level linearregressions with surveys nested within countries. Additionally, the project name wasincorporated as a fixed factor, and the sampling frame and mode of data collectionwere control variables for the effect of time. Our study provides valuable insights intothe challenges of conducting high-quality Pan-European cross-national comparativesurveys over nearly two decades. We observed a consistent decline in survey outcomerates, irrespective of country or project. Neither the sampling frame nor the datacollection mode moderated this decline. Hence, even though personal register samplesand Face-to-Face interviews are often regarded as enhancements to overall surveyquality, their application does not effectively counter the factors causing a decline insurvey outcome rates.

Bifurcation in a single-species logistic model with addition Allee effect and fear effect-type feedback control

In this paper, a single-species logistic model with both fear effect-type feedback control and additive Allee effect is developed and investigated using the new coronavirus as a feedback control variable. When the system introduces additive Allee effect and fear effect-type feedback control, more complicated dynamical behavior is obtained. The system can undergo transcritical bifurcation, saddle-node bifurcation, degenerate Hopf bifurcation and Bogdanov–Takens bifurcation. By numerical simulations, the system exhibits homoclinic bifurcation and saddle-node bifurcation of limit cycles as parameters are altered. Remarkably, it is the first time that two limit cycles have been discovered in a single-species logistic model with the Allee effect. Further, stronger Allee effect or stronger fear effect can lead to the extinction of the species population.

The Clash of the Policies: The Joint Effect of EU Cohesion Policy and Common Agricultural Policy on the Public Support for European Integration

AbstractA vital element of the European Union (EU) political system is the idea of further European integration. Whilst most existing works investigate the effects of the Cohesion Policy (CP), only a handful of studies consider the effects of the Common Agricultural Policy (CAP) on citizens' support for European integration. In this contribution, I argue that these two largest EU redistribution policies neutralise each other in their effects on the citizens' support for European integration: the CP improves public support due to its positively perceived redistributive nature and positive externalities, whilst the CAP decreases public support due to due to a limited target audience, somewhat elitarian distribution of resources and bureaucratic complexities. Using regional‐level CP and CAP data for 2017 and Eurobarometer surveys for 2018 and 2019, the empirical findings of multilevel regressions show that the CAP counteracts the positive effects of the CP on citizens' support for further European integration. The findings are robust to including a wide range of control variables, sample size change and alternative specifications of key independent variables. These findings also hint that policy evaluations should not disregard the differences between various policy instruments.

Spatial-Temporal Structure Features of Muscle Synergies During Profiling Elements Implementation in Rhythmic Gymnastics

The article presents an analysis of the muscle synergies involved in making ball throws in different directions and from different starting positions. The study involved 6 highly qualified athletes engaged in rhythmic gymnastics. Electromyograms of the superficial muscles of the upper extremities and trunk were recorded synchronously during the movements, as well as video capture of the movements of body segments. Synergy parameters were extracted from the recorded signals using factor analysis using the principal component method. It has been established that individuals who have mastered a complex motor skill can demonstrate similar motor control strategies. This is manifested in the structuring of intermuscular interaction in the form of two general modules, the degree of involvement of muscles in which is highly similar in the implementation of different motor tasks. The first muscle module implements active movement of the upper limb by jointly activating the muscles of the forearm, shoulder and upper shoulder girdle, and also provides stabilization of the position of the trunk by synchronizing the activity of the muscles of the back and abdomen. The second muscle module is specific and is mainly associated with high involvement in the synergy of the muscles of the upper shoulder girdle and forearm for the implementation of exercises performed without visual control, or from starting positions that limit the mobility of certain parts of the body. Thus, the solution to the problem of coordination of many elements of the motor system may consist not only in reducing the number of executive organs – muscles involved in control, but also in organizing control variables in the form of modules at the kinematic level and their stabilization through muscle synergies.

Interoception mediates the association between social support and sociability in patients with major depressive disorder.

Interoception dysfunction has an important impact on the onset and development of major depressive disorder (MDD). Social support serves as a protective factor against MDD, and sociability also plays a significant role in this condition. These interconnected constructs-social support and sociability-play pivotal roles in MDD. However, no research on the mechanisms underlying the associations between social support and sociability, particularly the potential role of interoception, have been reported. To investigate the mediating effect of interoception between social support and social ability and to explore the independent role of social support in sociability. The participants included 292 patients with MDD and 257 healthy controls (HCs). The patient health questionnaire 9, the multidimensional assessment of interoception awareness, version 2 (MAIA-2), the social support rating scale (SSRS), and the Texas social behavior inventory (TSBI) were used to assess depression, interoception, social support, and sociability, respectively. A mediation analysis model for the eight dimensions of interoception (noticing, not distracting, not worrying, attention regulation, emotional awareness, self-regulation, body listening, and trust), social support, and sociability were established to evaluate the mediating effects. A partial correlation analysis of eight dimensions of the MAIA-2, SSRS, and TSBI scores, with demographic data as control variables, revealed pairwise correlations between the SSRS score and both the MAIA-2 score and TSBI score. In the major depression (MD) group, the SSRS score had a positive direct effect on the TSBI score, while the scores for body listening, emotional awareness, self-regulation, and trust in the MAIA-2C had indirect effects on the TSBI score. In the HC group, the SSRS score had a positive direct effect on the TSBI score, and the scores for attention regulation, emotional awareness, self-regulation, and trust in the MAIA-2C had indirect effects on the TSBI score. The proportion of mediators in the MD group was lower than that in the HC group. Interoceptive awareness is a mediating factor in the association between social support and sociability in both HCs and depressed patients. Training in interoceptive awareness might not only help improve emotional regulation in depressed patients but also enhance their social skills and support networks.

An integrated approach for multi-objective differential algorithm based event constrained optimal power flow for power system resiliency enhancement

ABSTRACT Due to climatic changes, the probability of occurrence and the intensity of extreme weather events increase day by day which leads to power outages. The probability of failure events is calculated using Monte Carlo simulation technique which is used to identify the most frequent failure events. The least eigenvalues of the inverse reduced Jacobian matrix decide the sensitive buses for load shedding using V-Q sensitivity analysis. This work presents the multi-objective differential evolution (MODE) algorithm for solving resilient constrained optimal power flow (RCOPF) in a deregulated power system. The control variables namely the real power of generators in a base case and under event, generator bus voltage magnitude, the real and reactive power demand of the selected load buses, tap settings and capacitor bank ratings. This algorithm is validated in IEEE 30 bus test system and the Indian 62 bus utility test system to show the effectiveness in four different cases including tie lines and distributed generation.

ARE INTELLECTUAL CAPITAL AND ITS COMPONENTS AFFECTIVE ON FINANCIAL PERFORMANCE?

The factors that affect intellectual capital creation at firms and how these factors influence the financial performance of firms have been core questions of extant work in the channels of finance for many years. In this period, therefore, the efforts that firms make to increase their intellectual capital to create value and studies that examine the impact of the increased intellectual capital on the firm’s financial performance are notable. Thus, this study aims to explore the influence of intellectual capital and its components on the financial performance of the BIST Sustainability Index companies for the period between 2018:Q4-2024:Q1. A set of Intellectual Value Added Coefficient (VAIC) and its components Human Capital Efficiency (HCE), Structural Capital Efficiency (SCE), and Capital Employed Efficiency (CEE) are employed as indicators of intellectual capital. The financial performance is measured through Return on Assets (ROA) and Return on Capital Employed (ROCE). Control variables included in each model are Market to Book Value (MV/BV), Logarithm of Total Assets (SIZE), and Asset Turnover (ATR). The fixed effects regression results show that an increase in the intellectual capital of the companies listed in the BIST Sustainability Index has a positive effect on their financial performance.

Understanding human-obstacle interaction dynamics on staircases: Implications for emergency evacuation and fire safety in high-rise buildings

Interactions between system components, including human-obstacle, human-building, human-robot, and human-human, significantly impact public safety, system efficiency, and functionality. A deeper understanding of these systems is essential to enhance their resilience and effectiveness. Despite the significance of these interactions, empirical research is limited, particularly regarding behavioral mechanisms when interacting with obstacles on stairways. Our study examines the evacuation behavior of 90 evacuees on the staircase of a high-rise building under different temporary obstacle conditions to understand how key factors affect decision-making and motion behavior during stairway descent. The experiments considered obstacle shapes as control variables and analyzed evacuation time, inner and outer stair route choices, regional speed fluctuations, velocity-relative displacement, evacuation efficiency, and biomechanical analysis of occupants’ comfort. Results show that larger obstacle shapes, increased evacuation urgency time, and closer proximity to the wall lead to a higher proportion of the splitting to merging state before and after obstacle interaction. A strong inner stair route preference emerges in no-obstacle conditions, with significant mean speed differences in downward movements when encountering temporary obstacle. Three phases of average speed variations are observed: deceleration, acceleration, and continued deceleration for the outer route; and deceleration followed by uniform speed for the inner route. A method was developed to calculate regional speed fluctuation using average speeds from trajectories. Comfort analysis revealed that temporary obstacle on building stairways significantly impact safe evacuation. Overall, these findings enhance the understanding of crowd dynamics in high-rise building emergency evacuations, with implications for model development, architectural design, building operations, emergency preparedness, behavioral cognition, and fire safety.

Cultural Industry Agglomeration and Carbon Emission Performance: Empirical Analysis Based on 276 Cities in China

This study investigated the influence of cultural industry agglomeration on the energy carbon emission performance (CEP). Based on panel data from 276 cities in China, we used the Super-SBM model to measure the CEP. We then used the Tobit regression model to calculate the influence coefficient of cultural industry agglomeration and eight control variables on the CEP and analyzed the complex effects of cultural industry agglomeration on the CEP. The results showed that there is the phenomenon of “diseconomies of agglomeration” in cultural industry agglomeration, which cannot improve the CEP. For each unit of cultural industry agglomeration increase, the CEP decreases by 0.055; however, this phenomenon is not linear. Further research showed that the effects of cultural industry agglomeration showed a trend from good to inferior in the order of east, central, and west and did not improve with time. Finally, we used the panel quantile regression model and found that as the CEP levels rise, the negative impact of cultural industry agglomeration improves. Our research results show that strengthening the technical level to promote the upgrading of the cultural industry is the best way to achieve sustainable development. Governments at all levels should pay attention to the emission reduction potential of cultural industry agglomeration under high CEP levels and strengthen the benign agglomeration of the cultural industry.

Urbanization as a catalyst for structural transformation in developing countries: The mediating impact of foreign direct investment

This article analyzes the link between urbanization and the process of structural transformation (ST) in developing countries, taking into account the mediating role that FDI can play. We use secondary data from 2000 to 2023 to determine if FDI positively or negatively influences the ST process in these countries, thereby, altering urbanization patterns. By estimating the Generalized Method of Moments (GMM), the study explores the relationship between urbanization, the ST process, and the mediating role played by FDI. In addition, it takes into account control variables such as gross fixed capital formation (GFCF), gross domestic product per capita (GDPPC), and diversification of production structure (DPS) to analyze their effect on urbanization and, more specifically, on the ST process. The econometric results showed a negative correlation between FDI flows and urbanization, demonstrating that FDI could hinder the success of the ST process in developing countries. On the contrary, econometric results showed that the control variables, GFCF, GDPPC, and DPS, positively influence urbanization in developing countries, indicating that these variables are more conducive to a successful ST process than FDI. Based on the econometric results, policymakers in developing countries are called upon to strengthen urbanization in these countries, by encouraging local investment and the diversification and sophistication of production and export structures, rather than relying solely on FDI. Over the period studied, FDI has not contributed as expected to advancing the urbanization process, a crucial element in the ST process in developing countries.

Never bring a knife to a gunfight? Lethality of weapon use in Dutch homicides

Firearm violence is a serious issue in Europe, yet the validity of existing theoretical approaches to weapon use in violent encounters have not been explicitly tested in the European context. This study tested existing hypotheses on weapon use and lethality – the Adversary Effects Hypothesis, the Physical Strength Hypothesis, and the Social Distance Hypothesis – using homicide data from the Netherlands, where detailed data on weapon use in homicide are available. Based on these hypotheses, we expected victim characteristics and the social distance between the victim and perpetrator to affect the modus operandi. However, our results do not align with these expectations when situational control variables are included. We conclude that existing studies on weapon lethality have a limited generalizability due to their assumption of free weapon choice. This is only met in contexts in which legal availability of firearms is high, which is not the case in the Netherlands. In addition, the hypotheses focus too narrowly on victim characteristics, without accounting for the situational factors influencing violent encounters. Based on these insights, we provide suggestions for theoretical and empirical improvements on firearm violence research.

Fundamental VS Makro Ekonomi on Stock Price : Indonesian Stock Exchange (IDX)

Geopolitical tensions especially those occurring in the Middle East, have significantly impacted the world economy. This impact was also felt by the Indonesian state, which impacted company share prices which experienced a decline due to geopolitical tensions, including the banking sector. Apart from geopolitical tensions, several other factors, such as the company's fundamental factors, also influenced the decline in share prices. Fundamental factors play an important role in determining a company's share price. These factors refer to various elements and variables that reflect the company's financial condition, operations, and prospects. So quite a few investors use fundamental analysis to assess whether current share prices reflect the company's true intrinsic value. This study seeks to reassess the elements affecting banking share prices by incorporating macroeconomic control variables related to these concerns to enhance the robustness of the findings. Utilizing a quantitative approach through panel data regression, the research focuses on banks listed on the Indonesia Stock Exchange from 2019 to 2023, with a sample of 16 companies meeting the selection criteria. The results reveal that Debt Equity Ratio (DER), Return On Assets (ROA), Return On Equity (ROE), GDP, inflation, and exchange rates collectively have a positive and significant impact on stock prices. However, when analyzed individually, only ROE and exchange rates show a significant effect, while DER, ROA, GDP, and inflation do not.

Climate emotions, thoughts, and plans among US adolescents and young adults: a cross-sectional descriptive survey and analysis by political party identification and self-reported exposure to severe weather events

Climate change has adverse effects on youth mental health and wellbeing, but limited large-scale data exist globally or in the USA. Understanding the patterns and consequences of climate-related distress among US youth can inform necessary responses at the individual, community, and policy level. A cross-sectional descriptive online survey was done of US youth aged 16-25 years from all 50 states and Washington, DC, between July 20 and Nov 7, 2023, via the Cint digital survey marketplace. The survey assessed: climate-related emotions and thoughts, including indicators of mental health; relational aspects of climate-related emotions; beliefs about who or what has responsibility for causing and responding to climate change; desired and planned actions in response to climate change; and emotions and thoughts about the US Government response to climate change. Respondents were asked whether they had been affected by various severe weather events linked to climate change and for their political party identification. Sample percentages were weighted according to 2022 US census age, sex, and race estimates. To test the effects of political party identification and self-reported exposure to severe weather events on climate-related thoughts and beliefs we used linear and logistic regression models, which included terms for political party identification, the number of self-reported severe weather event types in respondents' area of residence in the past year, and demographic control variables. We evaluated survey responses from 15 793 individuals (weighted proportions: 80·5% aged 18-25 years and 19·5% aged 16-17 years; 48·8% female and 51·2% male). Overall, 85·0% of respondents endorsed being at least moderately worried, and 57·9% very or extremely worried, about climate change and its impacts on people and the planet. 42·8% indicated an impact of climate change on self-reported mental health, and 38·3% indicated that their feelings about climate change negatively affect their daily life. Respondents reported negative thoughts about the future due to climate change and actions planned in response, including being likely to vote for political candidates who support aggressive climate policy (72·8%). In regression models, self-reported exposure to more types of severe weather events was significantly associated with stronger endorsement of climate-related distress and desire and plans for action. Political party identification as Democrat or as Independent or Other (vs Republican) was also significantly associated with stronger endorsement of distress and desire and plans for action, although a majority of self-identified Republicans reported at least moderate distress. For all survey outcomes assessed in the models, the effect of experiencing more types of severe weather events did not significantly differ by political party identification. Climate change is causing widespread distress among US youth and affecting their beliefs and plans for the future. These effects may intensify, across the political spectrum, as exposure to climate-related severe weather events increases. Avaaz Foundation.

Clinic personnel attitudes and baseline implementation outcomes of a lupus decision aid

ABSTRACT To examine the association between clinical personnel’s general attitudes towards new interventions and implementation outcomes related to an evidence-based individualized, culturally tailored, computerized decision aid (DA) for the management of lupus. To assess attitudes, the validated Evidence-Based Practice Attitudes Scale (EBPAS) survey was emailed to personnel in 15 rheumatology clinics across the U.S. The survey also included questions related to three validated implementation outcomes: lupus DA acceptability, appropriateness and feasibility. The baseline round of the survey was fielded from August 2019 to January 2020 and yielded a 56.8% response rate (n = 76 respondents). We also collected organizational characteristics from each clinic and personnel-level control variables. Overall, respondents reported modest levels of lupus DA acceptability, appropriateness and feasibility (3.54, 3.45 and 3.40, respectively, on a scale of 1–5). Multilevel regression analyses demonstrated statistically significant positive relationships between a respondent’s openness to new practices/interventions and perceived lupus DA acceptability (β = 0.31, p < .01) and feasibility (β = 0.28, p < .05). Divergence (a respondent’s perceived difference between current and new practices) was not associated with clinic personnel perceptions of the DA. These findings suggest that understanding clinic personnel general attitudes toward new interventions is an important precursor to implementing evidence-based practices and may provide important diagnostic information about places to intervene in preparation for implementation and improving shared decision-making with patients.

Income inequality: The effects of public education expenditure and information and communications technology in sub-Saharan Africa

Background: As nations globally strive to meet the United Nations Sustainable Development Goal (SDG) 10, which underscores the reduction of inequality, there is an increasing need to harness the power of education and information and communications technology (ICT) to achieve this aim. Therefore, this study is motivated by this rationale.Aim: The synergistic effect of government spending on education and ICT on income inequality in sub-Saharan Africa (SSA) in the long run.Setting: Panel data for 30 SSA countries from 1990 to 2022 are used.Method: This research used the Fully Modified Ordinary Least Square (FMOLS) technique, which provides long-run estimates, to achieve the aim of the article.Results: The FMOLS results reveal that public education expenditure increases income inequality while its squared expenditure reduces it in the long run. However, over time, ICT diminishes inequality. Notably, the combined effect of public education spending and ICT strengthens the effect of public education expenditure on income inequality in SSA in the long term.Conclusion: In summary, with the incorporation of additional control variables in the analyses, it suggests that SSA’s governments, along with policymakers, have the opportunity to achieve income inequality reduction by strategically making use of public education spending and ICT.Contribution: This article adds significant value to the literature by demonstrating the effect of public education spending and ICT on income inequality in SSA (characterised by higher level of income inequality). To mitigate concerns regarding endogeneity, this article uses FMOLS.

Emotional Marketing, Customer Retention, and Brand Loyalty in Vietnam’s Retail Sector: Unveiling the Moderating Impact of Digital Innovativeness

This study investigates the relationship between emotional marketing, brand loyalty, and customer retention in Vietnam’s retail sector, while examining the moderating role of digital innovativeness, comprising personal and brand innovativeness. A conceptual model is developed and empirically tested using a sample of 533 Vietnamese retail consumers. The model incorporates emotional marketing as the main predictor, brand loyalty as the mediator, customer retention as the outcome, and digital innovativeness as the moderator. Relevant determinants of brand loyalty, such as customer satisfaction, perceived value, emotional attachment, and brand identity, are included as control variables. The data is analyzed using structural equation modeling. The results reveal that emotional marketing has a significant positive impact on brand loyalty, which in turn leads to higher customer retention. Digital innovativeness is found to positively moderate the relationship between emotional marketing and brand loyalty. The study highlights the importance of leveraging emotional marketing strategies and fostering digital innovativeness to build strong emotional connections, brand loyalty, and long-term customer retention in the Vietnamese retail market. This research contributes to the understanding of emotional marketing’s impact on brand loyalty and customer retention in the context of Vietnam’s retail sector, while uniquely exploring the moderating effect of digital innovativeness. The findings provide valuable insights for retailers seeking to optimize their marketing strategies and adapt to the evolving needs of Vietnamese consumers in the digital age.