Market Impact Research Articles

A comprehensive engineering design analysis of Apple Watch as a smart wearable device

This paper presents a comprehensive engineering design analysis of the Apple Watch, a pioneering smart wearable device by Apple Inc. The analysis covers the device's hardware and software components, design principles, manufacturing processes, impact on user experience, and its influence on the wearable technology market. The Apple Watch integrates advanced technologies into a sleek and functional design, enhancing user interaction through its intuitive interface and robust health monitoring capabilities. By examining its engineering intricacies and market impact, this study highlights the Apple Watch's role in shaping the future of wearable technology.

Life-Cycle Estimates of Earnings Growth by Education and Gender

Abstract This paper updates and refines the estimates of age-earnings profiles provided in William E. Even and David A. Macpherson (2018). Relative to the earlier work, the estimates provided here use more recent data, improve the controls for the impact of the labor market on earnings, and provide both sex-specific and sex-neutral estimates of age-earnings profiles by education.

Co-movement of Oil and Stock Markets During COVID-19: Evidence from the Gulf Corporation Council

This study aims to document the impact of oil price variations on generating stock returns in Gulf Cooperation Council (GCC) markets during the COVID-19 era. It documents the pandemic era results from January 2020 to October 2022 by employing cointegration, Granger causality, and time-varying coefficient-vector autoregression techniques on daily data. The findings suggest two-way causality between all stock indices and the oil market. Time-dependent relationships were observed during the review period. The findings (based on regression and variance decomposition) indicate that although the reliance of the GCC stock markets was not on oil alone, oil had a significant impact during the study period. It is recommended that investors not consider diversifying portfolios in GCC stocks and oil markets to optimize benefits. The findings are expected to enhance the understanding of academics, market players, regulators, and investors regarding relationships among GCC stocks and oil markets. This study contributes to the literature by documenting the impact of the oil market on stocks during an abnormal period of the COVID-19 pandemic, considering time-varying parameters in a net oil exporting region.

The Impact of Social Media Marketing and Brand Awareness on Purchasing Decisions on Cosmetic Products

Competition between whitening cosmetic products is increasing with the emergence of new products endorsed by artists. The first aim of this research is to find out and analyze the impact of social media marketing on purchasing decisions, the second aim is to find out and analyze the impact of brand awareness on purchasing decisions. All Scarlet cosmetics users at the Scarlet Fitriajaya Banyuwangi Outlet are the population in this study. A total of 180 respondents were sampled in this research. Validity tests and reliability tests were used in this research to test the research questionnaire. The research hypothesis developed needs to be tested using hypothesis testing. The research results show that social media marketing and brand awareness have a positive impact on purchasing decisions for scarlet cosmetic products.

Impact of digital marketing on consumer purchasing behavior in Kathmandu Valley

This study examines the impact of digital marketing on consumer buying behavior in Kathmandu Valley. Consumer buying behavior is the dependent variable. The selected independent variables are email marketing, online advertising, social media marketing, video marketing and influencer marketing. The primary source of data is used to assess the opinions of the respondents regarding impact of digital marketing on consumer buying behavior in Kathmandu Valley. The study is based on primary data with 100 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of digital marketing on consumer buying behavior in Kathmandu Valley. The study showed that online advertising has a positive impact on consumer buying behavior. It implies that better online advertising stimulates the buying behavior of the consumer. The result also reveals that social media marketing has a positive impact on consumer buying behavior. It implies that better social media marketing stimulates the buying behavior of the consumer. Moreover, video marketing has a positive impact on consumer buying behavior indicating that better video marketing, stimulates the buying behavior of the consumer. Furthermore, email marketing has a positive impact on consumer buying behavior indicating that better email marketing stimulates the buying behavior of the consumer. Similarly, the result also showed that influencer marketing has a positive impact on consumer buying behavior. It indicates that better marketing through popular influencer stimulate the buying behavior of the consumer.

Navigating the 21st century marketplace: the role of digital marketing in SME development in Nigeria

The ever-evolving digital marketing landscape has continuously adapted to technological advancement, consumer behaviour and ecosystem trends. The 21st century marketplace needs traditional marketing practices, and digital platforms to ensure the actualisation of their growth and development in the ecosystem. The study examined how different digital marketing platforms can influence SMEs' operations and performance (Online marketing, and ICT initiatives). The study employed a quantitative design with primary data collection via a questionnaire designed based on 5-Likert’s Scale to answer the research questions; if there is a significant relationship between Online Marketing and SMEs' Business Competitiveness, and if ICT initiative has a positive relationship with SMEs' Business Growth. Two (2) hypotheses were formulated and tested using a statistical package for social sciences (SPSS). To ascertain the hypotheses formulated, both descriptive and regression analyses were carried out, and the output clearly showed a significant influence of digital marketing on the performance of SMEs. The result shows a positive impact of online marketing on SME business competitiveness. However, this study concluded that in the technology-driven environment, 21st-century SMEs will always see the usefulness and relevance of digital marketing because of its role in improving their performance. This study recommends that SMEs incorporate intensive digital platforms and engage in time-to-time updates of their online marketing channels.

Heterogeneous stock market impact of Russia–Ukraine War for oil and gas companies

Purpose This paper aims to examine the short-term market impact of the beginning of the military conflict between Russia and Ukraine (24 February 2022), the world’s largest oil and gas companies. Design/methodology/approach The authors examine the world’s 100 largest listed oil and gas companies at and around the beginning of the military conflict between Russia and Ukraine using an event study methodology. Findings The authors observe a positive and statistically significant stock price reaction at and around the military conflict. These results are consistent with the asset pricing perspective. Conversely, the stock market returns of Russian oil and gas companies, as well as those companies that were “forced” to divest in Russia due to corporate activism, exhibit a negative and statistically significant impact from the conflict. These reactions are reinforced or mitigated by company-specific characteristics such as size, profitability and institutional ownership. Finally, the findings indicate that companies engaged in oil and gas exploration and production report abnormally higher returns compared to firms in the other two subsectors of the industry. Originality/value The effect of the war on stock markets has been relatively little examined in the financial theory. This study intends to fill this gap in the literature.

Impact of Gender-Specific Marketing on Consumer Purchasing Behavior in Philippines

Purpose: The aim of the study was to analyze impact of gender-specific marketing on consumer purchasing behavior in Philippines. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Recent studies on the impact of gender-specific marketing on consumer purchasing behavior in the Philippines reveal that tailoring marketing strategies to gender preferences significantly influences buying decisions. Research indicates that campaigns designed with gender-specific appeals are more effective in resonating with target audiences, thereby enhancing engagement and driving sales. For instance, marketing messages emphasizing traditional gender roles or specific lifestyle aspirations often result in higher purchase intentions among female consumers, while campaigns highlighting strength and technology tend to appeal more to male consumers. Unique Contribution to Theory, Practice and Policy: Social role theory, consumer culture theory (CCT) & theory of planned behavior (TPB) may be used to anchor future studies on the impact of gender-specific marketing on consumer purchasing behavior in Philippines. Organizations should implement mentorship programs tailored to the specific needs of women in different sectors and career stages. Policymakers and organizations should develop and enforce structured mentorship policies that include regular evaluations, clear objectives, and accountability measures.

Research on the Impact of Social Media Marketing of Films on Consumer Behaviour

Before and at the early stage of a movies release, a successful movie marketing strategy will have a great attraction and influence on the target audience. The trailer is a marketing tool used before the official release of a movie, and its main function is to market and publicize the movie to a general audience, as well as be an effective tool for the audience to understand the movie. And topic marketing is to position the content of the movie through emotional value, social topics, potential consumer experiences, and so on, to build consumer awareness of the movie. Effective marketing promotion can increase the conversion rate of the audience want to see by influencing consumer decision-making behavior. Therefore, this paper explores the impact of two social media marketing methods (trailer marketing and topic marketing) on consumer decision-making behavior on Weibo and Douyin from the perspective of the audiences want to see conversion rate. This will provide a useful reference for movie producers to carry out effective marketing promotions.

أثر التسويق الرقمي على العملاء وإدارة الأعمال في المشروعات التجارية والربحية: تطبيق على شركة زين للاتصالات في المملكة العربية السعودية

This study aimed to evaluate the impact of digital marketing on customers and business management in Zain Telecommunications Company in the Kingdom of Saudi Arabia. The study sought to achieve several objectives, most notably: determining the effect of digital marketing on customer engagement and loyalty, evaluating the effectiveness of digital marketing strategies used, measuring the impact of digital marketing on operational efficiency and profitability, and studying its effect on customer behavior and satisfaction. The study adopted a descriptive analytical approach, using two main tools for data collection: a questionnaire for employees and another for customers. The study sample consisted of 82 employees and 163 customers of Zain Telecommunications. The researcher used a five-point Likert scale in designing the questionnaires to measure the study variables. The results of the study showed a statistically significant positive effect of digital marketing on customer engagement and loyalty to Zain. It also demonstrated the effectiveness of digital marketing strategies used in achieving the company's marketing objectives. The results also indicated a positive impact of digital marketing on the company's operational efficiency and profitability. Regarding customer behavior, the study showed that digital marketing has a significant influence on purchasing decisions and customer preferences. The study also recorded high levels of customer satisfaction and loyalty to Zain's brand in light of the applied digital marketing strategies. Based on these findings, the study recommended that Zain should continue to develop and continuously improve its digital marketing strategies. It also suggested increasing investment in modern digital technologies and training employees on the latest digital marketing techniques. Finally, the study recommended conducting periodic research to understand changing customer needs and adapt marketing strategies accordingly.

The Role of Trust in Moderating the Impact of Affiliate and Social Media Marketing on Financial Service Purchase Decisions

This study aims to evaluate the impact of affiliate marketing, social media marketing, brand image, and service quality on purchasing decisions for financial services, with trust acting as a moderating variable to enhance these purchase decisions, particularly in the context of credit fund distribution. A sample of 324 respondents from across Indonesia was analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings indicate that affiliate marketing and social media marketing both have significant positive effects on purchasing decisions for financial services. Additionally, brand image also significantly and positively influences purchasing decisions. Contrary to expectations, service quality does not show a significant positive impact on purchasing decisions. Crucially, trust is identified as a key moderating factor, particularly enhancing the relationship between brand image and purchase decisions.

The Impact of Social Media Marketing and Brand Image on Purchasing Decisions at Babelmart Belitung

Currently, marketing via platforms has become important for companies to reach consumers and build a strong brand image. This research aims to analyze the impact of Social Media Marketing (SMM) and Brand Image (BI) on purchasing decisions at Babelmart Belitung using quantitative methods and collecting data through questionnaires distributed to 160 Babelmart Belitung customers. The results show that Social Media Marketing (SMM) and Brand Image (BI) simultaneously significantly influence purchasing decisions. Social Media Marketing (SMM) increases consumer engagement and interaction, while strong Brand Image (BI) increases trust and loyalty. Partially, Social Media Marketing (SMM) has a positive effect on purchasing decisions, but Brand Image does not. Babelmart Belitung is advised to continue optimizing marketing activities on social media and strengthening Brand Image (BI) to increase sales and customer satisfaction.

Analyzing the Impact of Social Media Marketing, Green Marketing, and Developer Reputation on Property Purchase Intention

Analyzing the Impact of Social Media Marketing, Green Marketing, and Developer Reputation on Property Purchase Intention

An Analysis of the Impact of Experiential Marketing in the Tourism Industry: A Bibliometric Literature Review

Introducing and implementing experiential marketing in tourism has the potential to enhance the overall tourist experience, increase its economic benefits, and foster its growth. Experiential marketing is a marketing strategy that engages the consumer and creates real-life experience that will be remembered. This type of marketing focuses on getting consumers to experience the brand. Several empirical studies have investigated the relationship between experiential marketing and tourism practices, as well as their impact on the tourism industry. Bibliometric studies that organize production in this field, however, are still scarce. The goal of the study is to identify the most recent research on experiential marketing practices in tourism industry related to marketing by examining the articles available on the SCOPUS platform and determining the state of the art, trends, and other indicators. We obtained a sample of 110 materials from the SCOPUS database, covering the period from 2004 to May 11, 2024, in the subject area. The researcher processed the data and used the VO Sviewer software to graphically illustrate the results. The study looked at how many publications appeared at the same time each year, keyword trends, co-citations, bibliographic coupling, and analysis of co-authorship, countries, and institutions. It shows that the body of literature on experiential marketing and tourism issues in the tourism industry is growing very quickly. The study results show that the USA, Spain, China, Turkey, Taiwan, Italy, and Australia are the most productive countries in the field of research output on experiential marketing and the tourism industry. The top six journals account for 1078 citations, as do several prolific authors. The investigation also reveals that the International Journal of Contemporary Hospitality Management is the top source title on the topic, and the most frequently used keyword is experiential marketing. The largest subject area is "Business, Management, and Accounting," with 89 associated articles, accounting for 43.8% of the total. On this topic, the USA is the leading country. This research study provides insight about the state of the art and research opportunities in the experiential marketing and tourism industries to academicians, researchers, and policymakers who are searching for answers to the topic.

Marketization and corporate cash holdings: Role of financial constraint alleviation

AbstractThis study examines the relationship between marketization and corporate cash holdings. Using a sample of the Chinese stock market spanning from 2007 to 2020, our empirical results show that marketization negatively affects corporate cash holdings. This effect is more pronounced for firms in the eastern and central regions of China and Chinese Growth Enterprise Market (GEM). Additionally, our study finds that investment opportunities and state‐owned features of firms play moderating roles in the effect of marketization on firms' cash holdings. State‐owned enterprises (SOEs) are less affected by marketization; however, the more investment opportunities a firm has, the greater is the negative impact of marketization on its cash holdings. Finally, we find that marketization can affect corporate cash holdings through firms' financing constraints. These results are robust to various tests and alternative explanations.

Impact of the carbon market on investment benefits of power-grid enterprises in China: A system dynamics analysis

The power grid, as the hub connecting the power supply and consumption sides, plays an important role in achieving carbon neutrality in China. In emerging carbon markets, assessing the investment benefits of power-grid enterprises is essential. Thus, studying the impact of the carbon market on the investment and operation of power- grid enterprises is key to ensuring their efficient operation. Notably, few studies have examined the interaction between the carbon and electricity markets using system dynamics models, highlighting a research gap in this area. This study investigates the impact of the carbon market on the investment of power-grid enterprises using a novel evaluation system based on a system dynamics model that considers carbon-emissions from an established carbon-emission accounting model. First, an index system for benefit evaluation was constructed from six aspects: financing ability, economic benefit, reliability, social responsibility, user satisfaction, and carbon-emissions. A system dynamics model was then developed to reflect the causal feedback relationship between the impact of the carbon market on the investment and operation of power-grid enterprises. The simulation results of a provincial power-grid enterprise analyze comprehensive investment evaluation benefits over a 10-year period and the impact of carbon emissions on the investment and operation of power-grid enterprises. This study provides guidelines for the benign development of power-grid enterprises within the context of the carbon market.

On the partial impact of uncertainties on the nexus between macroeconomic fundamentals in West Africa

We investigate the degree of interconnectedness between stock returns and exchange rate returns, and the influence of some selected global uncertainty indices on such a relationship within a time-frequency domain in West Africa through the bi and partial wavelet approaches. The analysis was based on monthly observations from February 2013 to June 2023. The results highlight a negative correlation between stock return and exchange rates. The partial wavelet analysis evidence a significant effect of the global economic policy uncertainty, the implied oil market volatility, and the United States volatility index in driving the co-movements observed in the currency and stock markets. We also find a significant impact of the stock market on the currency market, underscoring the need for robust stock market policies. It is recommended that policymakers prioritize strategies aimed at boosting stock market stability and depth which can positively affect the currency markets. The significant influence of global uncertainties or shocks should not be disregarded in the formulation of policies regarding exchange rates and stock return integration at various investment horizons.

The Impact of Digital Marketing on the Competitiveness of Sports Businesses: Through Competitive Intelligence and Entrepreneurship

The Impact of Digital Marketing on the Competitiveness of Sports Businesses: Through Competitive Intelligence and Entrepreneurship

The Impact of Digital Marketing on Consumer Behaviour

Abstract The use of communication techniques in marketing has become a fundamental component of effective marketing policy, representing an element of differentiation from the competition, which leads to obtaining, on the one hand, a competitive advantage, and on the other hand, to the consolidation of a long-term relationship with the consumer, ultimately determining their loyalty, with a notable effect on the financial outcomes of the organization. The selection of appropriate communication tools and channels, tailored to the interests of the targeted consumer segment requires a considerable effort on the part of marketers in the direction of deciphering consumer behaviour, understanding the influencing factors that shape it in the current economic and social climate, in which the use of digital technologies represents the most suitable means of initiating and conveying messages to consumers, as well as from consumers to the organization. The present study aims to emphasize the importance of using digital communication tools on the orientation of the purchase decision towards the products/services of an organization, without excluding, however, the need for an adequate use of traditional marketing communication tools. In the present article, the impact on consumer behaviour is analysed based on research from secondary data sources.

Spatial conditional convergence analysis of total factor energy efficiency based on industry transfer and technology diffusion

Measuring energy efficiency is important to achieve the goal of sustainable economic development. This paper adopts the Malmquist index to measure the trend of regional total factor energy efficiency. This paper analyses the spatial aggregation characteristics of TFEE and the impact mechanism of industrial transfer and technology diffusion on TFEE convergence from a dynamic perspective. The results of the study show that there is a large gap in TFEE between regions in China, with a spatial characteristic of “high in the south and low in the north”. In 2006–2021, the convergence rate of TFEE shows a slowing down trend. Industrial transfer has a negative effect on TFEE. The impact of technology diffusion on TFEE is different in different periods. The impact of researchers, technology market, technology introduction, and import-export on TFEE have significant differences. The convergence rate of the south is higher than that of the north. The impact of industrial transfer and technology diffusion on TFEE in the two parts is different. Policymakers should implement differentiated energy policies based on the characteristics of the industrial structure and technological development of each region. They should actively guide technological innovation, promote industrial diversification, and build a clean and efficient energy system.