Effective Marketing Research Articles

The chronically ill in the labour market – are they hierarchically sorted by education?

BackgroundThe chronically ill as a group has on average lower probability of employment compared to the general population, a situation that has persisted over time in many countries. Previous studies have shown that the prevalence of chronic diseases is higher among those with lower levels of education. We aim to quantify the double burden of low education and chronic illness comparing the differential probabilities of employment between the chronically ill with lower, medium, and high levels of education and how their employment rates develop over time.MethodsUsing merged Norwegian administrative data over a 11-year period (2008–2018), our estimations are based on multivariable regression with labour market and time fixed effects. To reduce bias due to patients’ heterogeneity, we included a series of covariates that may influence the association between labour market participation and level of education. To explicitly explore the ‘shielding effect’ of education over time, the models include the interaction effects between chronic illness and level of education and year.ResultsThe employment probabilities are highest for the high educated and lowest for chronically ill individuals with lower education, as expected. The differences between educational groups are changing over time, though, driven by a revealing development among the lower-educated chronically ill. That group has a significant reduction in employment probabilities both in absolute terms and relative to the other groups. The mean predicted employment probabilities for the high educated chronic patient is not changing over time indicating that the high educated as a group is able to maintain labour market participation over time. Additionally, we find remarkable differences in employment probabilities depending on diagnoses.ConclusionFor the chronically ill as a group, a high level of education seems to “shield” against labour market consequences. The magnitude of the shielding effect is increasing over time leaving chronically ill individuals with lower education behind. However, the shielding effect varies in size between types of chronic diseases. While musculoskeletal, cardiovascular and partly cancer patients are “sorted” hierarchically according to level of education, diabetes, respiratory and mental patients are not.

Cryptocurrency assets valuation prediction based on LSTM, neural network, and deep learning hybrid model

Cryptocurrency, a digital currency managed by decentralized networks, has gained immense popularity since the inception of Bitcoin. These digital assets, often characterized by extreme price volatility, have generated substantial interest from investors. Traditional financial models struggle to account for the unique dynamics and complexities of cryptocurrencies, prompting the adoption of deep learning techniques. This study investigates the use of Long Short-Term Memory (LSTM), Neural Networks, and Deep Learning (CNN) in predicting cryptocurrency prices. These deep learning models leverage various data sources, such as technical indicators and sentiment analysis, to gain a comprehensive understanding of cryptocurrency markets. The research evaluates the performance of these models using Root Mean Squared Error (RMSE) as the primary metric. The results demonstrate that the hybrid model, combining LSTM, Neural Networks, and Deep Learning, exhibits the highest predictive accuracy across multiple cryptocurrencies, including Bitcoin (BTC), Ethereum (ETH), and Binance Coin (BNB). However, challenges persist, such as model adaptability to unforeseen market events and data noise. Future developments may involve incorporating external factors and interdisciplinary collaboration to create more holistic valuation models. Despite these challenges, the study underscores the potential of hybrid deep learning models in enhancing cryptocurrency valuation accuracy and their relevance in risk management strategies for investors and traders.

A Comprehensive Analysis of the Impact of Viral Marketing on Goods and Services and Its Correlation with Product Cannibalization

When COVID-19 spread across the globe, people everywhere are learning to cope up with a new way of living. Meanwhile, people are spending way more time online in their mobile phone/laptop/pc etc., than ever before, which still exists even after the downfall of COVID-19. Digital means has become a solution, a means to satisfy an individual’s basic needs such as food delivery from restaurant, buying products via e-commerce online shopping etc. but also to be in contact with friends and family, entertainment and acquisition of information, goods and services normally accessed physically and in person are now possessed by digitalized ways. However, the advent of lockdown has dramatically increased the size, availability, and profile of the digital audience, now bringing in those people more traditionally accessed offline. Not only that, it has also changed their buying behaviours, expectations, their consumption of content and the way they expect to be interacted with as customers. As more businesses enter the online marketplace, the competition for traffic becomes even greater. For this reason, digital marketing is critical in building brand recognition and increasing traffic to business websites a comprehensive digital marketing strategy starts with creating a search-optimized website and includes an active social media presence. The pandemic and lockdown of 2020 has strong-armed even diehard traditionalists into embracing digital, simply to remain connected to the outside world. The phenomenon of “Product cannibalization” also enters into the scenario secretly in order to exist and develop due to these strong digitalized usage of people across the globe. To “cannibalize” means to “eat its own flesh” but in the context of marketing it refers to the tremendous change in the goods/service on its own for its survivability, growth and to excellent profit.
 In the contemporary business landscape, characterized by the omnipresence of digital technologies and the aftermath of global disruptions, this research delves into the intricate dynamics between viral marketing strategies and the phenomenon of product cannibalization within the framework of the "New Normal." As organizations increasingly adopt viral marketing techniques to amplify their reach and engage with diverse consumer segments, understanding the nuanced implications on the product lifecycle becomes imperative.
 This study employs a multidimensional approach, combining qualitative and quantitative methodologies to scrutinize the intricate interplay between viral marketing campaigns and product cannibalization.
 The research aims to provide a comprehensive understanding of the evolving consumer preferences and purchasing behaviours in the digital era, with a focus on the unintended consequences of viral marketing, such as product cannibalization. By examining case studies, conducting surveys, and utilizing data analytics, the study seeks to unearth patterns and trends that can inform strategic decision-making for businesses navigating the complexities of the modern marketplace.
 Key findings are anticipated to contribute not only to academic literature but also offer actionable insights for practitioners in marketing, branding, and product management. The implications of this research extend beyond immediate business concerns, touching upon societal changes, technological advancements, and the ongoing transformations in consumer expectations, thereby providing a holistic perspective on the evolving dynamics of commerce in the New Normal

Herding behaviour and monetary policy: Evidence from the ZAR market

We investigated the presence of herding and its interactions with monetary policy in the ZAR market. We achieved this using both the standard herding tests and Sim and Zhou’s (2015) quantile-on-quantiles regressions. Similar to previous results in other markets, we found that extreme market events mainly drove herding behaviour in the ZAR market. This result was also significant in the presence of monetary policy announcements. However, herding in the ZAR markets was not related to market fads. It, therefore, was, in the main, a rational response to public information, indicating central bank credibility. This credibility gives scope to the central bank to improve communication in periods of market crisis to dampen potential volatility. Further studies on the herding of specific ZAR market participants can be invaluable.

EVENT MARKETING AND FAN SATISFACTION IN WIN2DAY ICE HOCKEY LEAGUE USING AN EXAMPLE OF EC IDM WÄRMEPUMPEN VSV

The author associates the development of recommendations for improving event marketing and fan satisfaction with significant opportunities for the development of the league and clubs and for bringing the results in these areas closer to those of the leading hockey leagues in Europe. The study will also identify gaps and opportunities in current marketing practices. Ultimately, the goal is to develop actionable recommendations for clubs in the win2day ICE Hockey League (ICEHL), particularly EC iDM Wärmepumpen VSV (EC VSV), to optimize their event marketing strategies, thereby improving fan satisfaction, increasing match attendance, and enhancing the league's overall appeal to fans and sponsors. Average attendance is one of the main indexes determining the success and profitability of the league and the teams participating in it.
 The research focuses on professional men's ice hockey and the point of view of event marketing and fan satisfaction in the ICEHL, focusing mainly on one of the league teams – EC VSV. The purpose of the research is to explore the league's functioning in terms of event marketing and fan satisfaction and to analyze the operations of the clubs within the league's framework.

Enhancing Channel Performance: The Moderating Effect of Soft Skills Training Programs in the Relationship Marketing Context for MLM Sales Leaders in Malaysia

Multi-level Marketing (MLM) business revolves largely around people due to its business concept connecting large groups of downlines' network business activities. In MLM industry, people costs are much higher than capital costs. This people-based business requires the influence of relationship marketing, which requires the initiative of showing trust and commitment between MLM sales leaders and their downlines to ensure long-term cooperation. This study intends to understand the consequences of relationship marketing amongst MLM sales leaders towards channel performance. The achievement of channel performance depends on the loyalty and retention between MLM sales leaders and downlines. The study also employs a soft skills training program as a moderator to examine the intensity between relationship marketing and channel performance. Cluster sampling is employed, and 64 Multi-level Marketing Organizations (MLMOs) are selected as the study sample. 320 sets of questionnaires were mailed out to the targeted downlines, and 210 duly answered the questionnaires (65% response rate). The study reveals that trust and commitment positively influence channel performance. Soft skill training is also found to moderate the relationship between trust, commitment and channel performance.

Mechanisms of revenue manipulation under ASC 606

AbstractThe implementation of ASC 606 significantly changed revenue recognition practices for many firms in the capital market by increasing the level of discretion required to record revenue amounts. I examine the impact of this increase in discretion on revenue manipulation around external targets. I find that firms near analyst revenue targets have increased levels of discretionary revenues under ASC 606 relative to their peers, indicating increased revenue manipulation. Further analysis reveals that these increased levels of discretionary revenues are concentrated in firms characterized as having increased opportunity or incentive to use ASC 606 opportunistically to manipulate revenues upwards. Specifically, firms with more complex revenue operations and firms in earlier life cycles are associated with increased discretionary revenues under ASC 606. I also provide preliminary evidence of revenue manipulation varying systematically with industry characteristics. This paper is one of the first to provide evidence of capital market consequences stemming from ASC 606, while also highlighting the impact of firm characteristics on the choice to manage revenues.

Interlinkage of Johannesburg Stock Exchange Super Sectors During Extreme Market Events

Interlinkage of Johannesburg Stock Exchange Super Sectors During Extreme Market Events

Analysis Of Tandamata Saving Event Marketing in Increasing The Number Of Customers At Bank Bjb Bandung Head Office

In today's competitive era of inter-bank competition, companies must be able to adjust the right marketing strategy, because everything is done to maintain the company's existence. Banks are financial institutions that collect funds from the public and then channel them back through credit. To attract consumers or prospective customers, Bank bjb's head office conducts event marketing promotions through concerts by inviting various top artists. It is hoped that this will become an attraction for prospective Bank bjb customers. The purpose of this study was to determine the success of the event marketing of the Tandamata savings and the DIGI Cash Application, in increasing the number of customers at Bank bjb's head office. The research method used is qualitative, with a descriptive approach through interviews and direct observation. The results of the study show that the strategy used by Bank bjb has been effective, as evidenced by the increasing number of Tandamata savings customers, the procedure for opening Tandamata savings can run well, reflected in the convenience provided by Bank bjb to customers. However, for a good marketing event, it must be able to influence the number of customers who open bjb Tandamata savings at bank bjb.

Employment regulation as the warm house for neoliberalism? Comparing higher education in France and the UK

In this article we consider the assumption that representative institutions within the workplace, like such as those existing in France, allow for a sustainable opposition to the employer. The article draws on data from a comparative employment relations project exploring variants of the institutionalisation of labour and the space for alternative forms of engagement with capital. We draw on data and casework in higher education institutions in France and the UK (2017–22). The article elaborates Ross and Savage’s (2021) thesis regarding the formation and trajectory of the neoliberal university, while adding to their prognosis reflections on the consequences of marketisation, especially with regard to social partner institutions and the scope and potential of collective forms of action in a neoliberal environment. Of particular note is Ross and Savage’s argument that the neoliberal university is characterised by varying patterns of work fragmentation, labour intensification and actor-internalised pressure to conform. Ironically, what seems possible is that the closer regulatory employment relations environment in the French context provides a warmer, less unstable, environment for neoliberal educational practices than is the case in the UK. In a story that also addresses labour domination and opposition, we frame the experience of labour in France as inclusionary-subordination/exclusionary-incorporation and in the UK, exclusionary-subordination/inclusionary-incorporation.

The Scarlett Brand Social Media Marketing Communications on Purchasing Decisions

Marketing communications is a form of communication that has the aim of strengthening marketing strategies and applying marketing communications to a company. Apart from that, marketing communications can also be used to introduce, establish and create interactions between companies or partners and consumers who are not part of the company, such as suppliers and consumers. The theories used in this research are communication processes, strategies, SOSTAC model marketing communication strategies by combining IMC, forms of marketing or promotional communications. The research method used is a case study research method with a qualitative approach. This research seeks to find empirical evidence from the research object, how to reveal marketing communication strategies in marketing activities for skin care products on the Scarlet brand and build meaning in the implementation of marketing communication activities. The research results show a correspondence between conceptual patterns predicted based on relevant theories and patterns of empirical findings from case studies. Based on the analysis carried out, the conclusion is that the marketing communication strategy for the Scarlett brand uses a promotional mix in the form of advertising, sales promotion, personal selling and event marketing. Many marketing communication activities are supported by brand holding companies or principals.

Social Media Marketing's Effect on Small and Medium-Sized Businesses' Performance

Social media is increasingly being included into the marketing plans of many micro and small enterprises as a useful tool for connecting with a sizable collection of prospective buyers in ways that enable individuals to impart knowledge in a natural conversation. Despite the fact that historically, marketers have put all of their efforts into getting the best possible placement in the market. The best chance for micro and small enterprises may arise in this area as individuals may begin to view social media platforms as their primary source of all information over time. The purpose of this paper is to comprehend how well internet media works to promote shopping websites that have an impact on consumer purchasing decisions. With the rise in popularity of Websites like ‘Twitter’, ‘Facebook’, ‘LinkedIn’, and ‘YouTube’, Social Media Marketing has grown increasingly widespread. Marketing carried out on social media platforms or online social networking sites is referred to as social media marketing. The majority of businesses and organisations have their own websites; however, it might be challenging to reach individuals who are unaware of the organisation. As a result, many businesses have found it beneficial to have online profiles on sites. The goal of this study is to develop practical recommendations and offer strategic insights to help consumer brands use social media more effectively. In addition, it was discovered that social media platforms and the businesses themselves played a significant role in affecting engagement levels, suggesting that there is no single recipe for successful social media management.

INNOVATIVE MARKETING SOLUTIONS AND VALUE CREATION IN AGRIBUSINESS: THE CASE OF SLOVAK WINERY

The creation of added value in the agro-sector is an essential part of the strategy of any business entity interested in a competitive position in the food market in a local, national, and international context. In the framework of the European Green Deal, the European food system known as the „Farm to Fork“ strategy, must bring the benefits to the climate, biodiversity, and health of population. One way how to achieve is the way of innovations in terms of technological or marketing progress or value added. The value created in the product creation process can be supported by appropriate innovative practices, with the effective involvement of modern marketing tools and the application of market segmentation. Each market segment and each level of the food system need different added value and innovations are perceived differently. Consumer perception we consider as an important aspect in successful implementation of the „Farm to Fork“ strategy at the level of consumer. Using the example of a Slovak wine producer, we point out the possibilities of using innovative marketing approaches to increase the value of a locally produced product (segmentation, marketing communication, event marketing and using social media). We used Google analytics to evaluate the quality of marketing communication. We chose the period from 01/04/2022 to 31/10/2022 as the monitored period because it is the period when the winery is most active from marketing point of view due to many wine tours and wine tasting that take place in observed period Moreover, the observed winery, Frtus Winery, is trying to reach a very specific target group (searching for luxury products) within in market segmentation process, so marketing communication and social media must consider this aspect. To increase the value of using social media for marketing communication, we recommend to create a content plan, use of storytelling and story selling, and to create video content. Using video as a marketing tool can be significant to the marketing strategy. Email marketing is not very new, but still interesting tool of digital marketing. The goal of email marketing is to increase customer loyalty to the brand and encourage repeated purchases. The key is keeping emails relevant and interesting. Last, but not least, we mention the marketing position of ambassador as a person who represents company/brand and cooperates with brand continuously. Ambassador can be an expert in certain field or influential figure. They have significant impact on brand reputation and sales. Keywords: innovative practices, food market, market segmentation, marketing communication, social media JEL: O13, M31, Q01

The Influence Of Event Marketing, Influencer And E-Wom On Purchase Intention Skin Mobile Legends In Malang Town

Based on Moonton's data, the monthly active players of Mobile Legends in Indonesia, totaling 34 million, are predominantly from Java and Sumatra. About 52 percent of Mobile Legends players come from Java Island, while 29.38 percent come from Sumatra Island. The distribution on other islands includes Kalimantan (7.41 percent), Sulawesi (6.29 percent), Bali (3.73 percent), and Papua (0.54 percent). The purpose of this research is to determine and analyze the influence of event marketing, influencer marketing, and electronic word-of-mouth (e-wom) on the purchase intention of Mobile Legends skins in Malang City. The research method employed in this study is quantitative. The population in this research consists of all Mobile Legends players in Malang City. The sample for this research consists of 100 individuals selected through accidental sampling technique. Data collection in this research is done using a questionnaire. Data analysis techniques in this research include Multiple Linear Regression Analysis, Hypothesis Testing (t-test & f-test), and the Coefficient of Determination. Data processing in this research is conducted using SPSS (Statistical Package for the Social Sciences) version 25 software. The results of this research prove that Event Marketing, Influencer Marketing, and E-WOM collectively influence the Purchase Intention of Mobile Legends skins.

Attitudes toward automation and the demand for policies addressing job loss: the effects of information about trade-offs

Abstract Does providing information about the costs and benefits of automation affect the perceived fairness of a firm's decision to automate or support for government policies addressing automation's labor market consequences? To answer these questions, we use data from vignette and conjoint experiments across four advanced economies (Australia, Canada, the UK, and the US). Our results show that despite people's relatively fixed policy preferences, their evaluation of the fairness of automation—and therefore potentially the issue's political salience—is sensitive to information about its trade-offs, especially information about price changes attributable to automated labor. This suggests that the political impact of automation may depend on how it is framed by the media and political actors.

Regional coordinated development and green transformation: Evidence from major national strategic zones

Major National Strategic Zones (MNSZ) play a crucial role in China's Regional coordinated development (RCD), and achieving a win-win situation between RCD and comprehensive green transformation is essential for promoting high-quality economic growth. This paper empirically investigates the green transformation effect and its underlying mechanism in MNSZ, utilizing data from Chinese industrial enterprises and pollution records, along with key variables from government work reports (GWR). The findings reveal an “inverted U” curve relationship between RCD and comprehensive green transformation, suggesting that green transformation is a phased outcome of the RCD strategy, with a less significant long-term effect in MNSZ. These results hold strong under various endogeneity, robustness, and externality tests. The mechanism analysis highlights that local governments can enhance the effectiveness of green transformation in MNSZ through human capital investment, financial market improvement, and policy adjustment. However, the time lag effect of policy adjustment after crossing the inflection point and the market's self-selection effect hinder comprehensive green transformation. To address these challenges, improving human resources and the capital market while reducing the welfare loss of policy adjustments will strengthen the long-term facilitation effect of green transformation. This study offers valuable empirical evidence for the optimal implementation of regional development strategies in China and other developing countries.

THE INFLUENCE OF THE KOREAN WAVE AND EVENT MARKETING ON PURCHASING DECISIONS SEVENTEEN MERCHANDISE (STUDY ON FOLLOWERS OF THE X ACCOUNT @CARATSTALK)

This research aims to determine the influence of Korea Wave/Hallyu (Korean Wave) and Event Marketing (Marketing Events) on Purchase Decisions for Seventeen merchandise among followers of the X @caratstalk account. The method used is quantitative. A total of 96 people were used as respondents in the research. Data analysis uses regression with SPSS 25.0 as an analysis tool. The results of this research show that the Korean Wave has a significant influence on purchasing decisions. The t hypothesis test proves this, obtained count> table or (3.067 > 1.985). And Event Marketing influences purchasing decisions. The value of count proves this> table (5.650 > 1.985). Korea Wave and Event Marketing have a significant influence on Purchasing Decisions. This is proven by Fcount > Ftable or (58.432 > 3.09)

Event marketing as an effective tool for the advertising campaign of the social network "VKontakte"

The subject of this article is event marketing as a tool for the advertising campaign of the social network "VKontakte." It provides an analytical perspective on current trends in advertising and offers specific recommendations for the effective use of marketing tools in the evolving advertising environment. The main focus is on the importance of the social network's interaction with its audience through the organization and sponsorship of various events, as well as the optimization of feedback analysis and the effectiveness of advertising campaigns in the context of digital technologies and social media. The article proposes a theoretical and practical justification for the feasibility of conducting not only online events and activities (forums, discussions, educational courses) but also offline events (concerts in clubs and open venues), as well as organizing events in collaboration with cultural and educational centers in the country. An example of the advertising campaign of the social network "VKontakte" serves as illustrative material to confirm the effectiveness of the proposed approaches. The scientific relevance and novelty of this article are manifested in several key aspects. Firstly, the work considers event marketing as an innovative tool aimed at creating "viral messages" and improving the interaction of the promoted social network with its audience, opening new perspectives in brand promotion and consumer interaction. The second aspect is related to the reverse effect in this case - the influence of social networks on the effectiveness of event marketing. Given the complexity of the nature of social networks, as they simultaneously act as service providers to their users and media channels, the combination of these two functions in the activities of such market participants allows them to leverage many advantages associated with the complexity of their nature, which increases the importance of analyzing the theoretical foundations and possibilities of advertising campaigns.

Is more always better? Information acquisition and stock price crash risk

We posit that high search intensity on a firm's SEC filings creates capital market pressure on managers to withhold bad news. Using the count of non-robot EDGAR downloads of SEC filings as a proxy for search intensity, we find that high search intensity is related to higher future crash risk. The result is cross-sectionally stronger for firms with higher transient institutional holdings, overconfident CEOs, and more intangibles. Our findings are robust to different measures of crash risk and bad news hoarding. Overall, we highlight one unintended capital market consequence associated with the high intensity of information acquisition.

Salience theory value spillovers between China’s systemically important banks: evidence from quantile connectedness

Analyzing the interdependencies among financial institutions is critical for designing systemic risk monitoring mechanisms; however, most existing research focuses on the first moment of the return distribution, which falls into the conventional models of choice under risk. Previous literature has observed the scarcity of investors’ attention and processing power, which makes the traditional theory of choice under risk more vulnerable and brings the salience theory that accommodates investors’ cognitive limitations to our attention. Motivated by evidence of salience theory value (STV) containing unique information not captured by traditional higher-order moments, we employ a quantile connectedness approach to examine the STV interconnectedness of China’s systemically important banks (C-SIBs). The quantile approach allows us to uncover the dynamic STV interconnectedness of C-SIBs under normal, bearish, and bullish market conditions and is well-suited to extreme risk problems. Our results show that the C-SIBs system is asymmetrically interconnected across quantiles and at higher levels under bullish than bearish market conditions. Principally, a bank’s performance in the C-SIBs system depends on its systemic importance and market conditions. Furthermore, the comparative analysis indicates that STV could provide more information than higher-order moments in capturing the dynamic change in the C-SIBs system and detecting some market events more precisely. These results have important implications for policymakers and market participants to formulate regulatory policy and design risk management strategies.