Market Appeal Research Articles

Can Social Technologies Drive Purchases in E-Commerce Live Streaming? An Empirical Study of Broadcasters’ Cognitive and Affective Social Call-to-Actions

As an emerging social technology, live streaming has facilitated a synchronous and interactive selling setting for e-commerce sellers and consumers. Despite growing operations management (OM) in e-commerce live streaming (ELS), the prior literature has largely neglected the directive social operations of ELS broadcasters, which are crucial to a company's business operations and marketing strategies. To mitigate this gap, we investigated the effects of social call-to-actions (SCTAs), an ELS-specific directive social operation, on consumer purchase outcomes in ELS. To explicate the mechanisms driving the purchase effect of SCTAs, we draw upon the notions of cognitive and affective marketing appeals to categorize SCTAs into two types: cognitive and affective SCTAs. We measure broadcasters’ SCTAs from ELS speech-to-text data using text-mining techniques and adopt econometric model estimations via an instrumental variables identification approach to quantify the relationships between ELS broadcasters’ SCTAs and consumer purchases. Our results uncover a significant positive purchase effect of affective SCTAs but an insignificant effect of cognitive SCTAs on product-level purchase orders in ELS. Specifically, a one-unit increase in affective SCTA-related words per minute is related to increased purchase orders of a product by 0.43%, i.e., averaging a 1.10% growth in demand per minute. Additionally, we find that the effects of cognitive and affective SCTAs are contingent on product and broadcaster types. Our session-level mediation effect analysis verifies the underlying mechanisms that drive the purchase effects of broadcasters’ SCTAs. Specifically, we find that cognitive SCTAs impede social engagements and thereby purchases, whereas affective SCTAs can boost social engagements, leading to increased session traffic and ultimately product sales in ELS. Our study provides novel empirical findings and important practical implications for ELS platforms and broadcasters.

Exploring digital art's role in cultural product innovation in northeast China’s industrial base

This research investigates the impact of digital art on the innovation of cultural and creative products, particularly in Northeast China's historical industrial regions. It explores how digital art enhances product design and functionality, ultimately improving market competitiveness. Data was collected via a questionnaire survey targeting employees in these regions, with SEM used to analyze the relationships between digital art, product innovation, and market competitiveness, focusing on the mediating role of product innovation. The results reveal that integrating digital art significantly enhances market competitiveness by advancing technology, enriching design aesthetics, and aligning products with market demands. Product innovation is identified as a key mediator in this process, underscoring digital art's essential role in the development of cultural and creative products. The study concludes that digital art not only boosts the artistic quality and market appeal of these products but also drives continuous innovation, positioning it as a vital force in the cultural industry's growth. As technology advances, digital art is expected to become increasingly influential in shaping the future of cultural and creative sectors.

LiDAR and CAD Reconstruction of Queen's University Ontario Hall

The emergence of highly accurate LiDAR (Light Detection and Ranging) technology has opened new avenues for engaging with and understanding cultural heritage sites. How do we convert buildings like Ontario Hall into editable 3D models to engage various stakeholders in a campus setting? This initiative developed from the goal of MobArch (Queen's Mobile Laboratory for the study of Architecture and the Built Environment) to use non-invasive visualization technologies to understand the social, developmental, and environmental impacts upon our built environment and architectural past. Current initiatives involving LiDAR for heritage conservation investigate hidden aspects of sites or address structural disrepair. The Ontario Hall project uniquely documents the state of a heritage building before structural concerns arise. This project creates an accurate digital record of Ontario Hall for future infrastructure initiatives and cultural preservation. In addition, this project tests the limits of LiDAR with 3D reconstruction in CAD (Computer Aided Design) software. This project used the Leica RTC360 3D Laser Scanner to create over 300 scans with a point cloud density of 6mm. The resulting cloud was optimized using Leica Cyclone Register 360 Plus software and was imported to Sketch Up where a 3D model was manually reconstructed based on the cloud data. The result of this project is a SKP file containing the 3D model, and the point cloud. The cloud is a highly accurate resource for future infrastructure projects. The 3D model contains room volumes, windows, staircases, and external architectural elements in a more edit-friendly software environment allowing diverse stakeholders to creatively reimagine Ontario Hall. The model can be integrated into archives, websites, games, and VR. Heritage architecture can contribute to the marketing appeal and visual identity of Queen’s. Moreover, awareness of community heritage improves social wellbeing and addresses the need to connect with our built history.

PLASTIC WASTE, WOOD WASTE, ECONOMICALLY VALUABLE PRODUCTS

This community service program aims to develop creative products with economic value from processed plastic waste and wood waste by students in the school environment. This initiative was implemented to overcome environmental problems due to the increase in plastic waste and wood waste as well as to hone students' skills and creativity in the field of handicrafts. This activity involves collecting, sorting and processing plastic and wood waste available around the school. Plastic waste is transformed into various products, namely various models of decorative flowers and plant pots, while wood waste is processed into functional items such as pen racks and aesthetic baskets. Product evaluation is carried out to ensure quality and market appeal. The results of this activity show that students are able to produce quality products that have marketability for consumers. This program not only provides economic benefits for schools and students, but also increases environmental awareness, waste management skills and student creativity. Apart from that, this program succeeded in fostering a sense of social responsibility and concern for the environment among students. Thus, this community service activity in the school environment succeeded in utilizing plastic and wood waste into creative products with economic value, supporting waste reduction efforts, and making a real contribution to sustainable education that focuses on practical skills and environmental awareness.

Exploring Microbial Dynamics: The Interaction between Yeasts and Acetic Acid Bacteria in Port Wine Vinegar and Its Implications on Chemical Composition and Sensory Acceptance

Port wine vinegar, a product of the esteemed Port wine, is renowned for its intricate blend of flavors and aromas, a result of complex microbial interactions. This study delves into the fascinating world of yeast and acetic acid bacteria (AAB) interactions during fermentation, which significantly influence the vinegar’s chemical composition and sensory properties. We specifically investigate the role of yeasts in fermenting sugars into ethanol, a process that AAB then converts into acetic acid. The impact of these interactions on the production of secondary metabolites, such as gluconic acid, ketones, aldehydes, and esters, which contribute to the vinegar’s unique sensory profile, is thoroughly examined. Advanced analytical techniques, including GC-MS and e-nose technology, alongside sensory evaluation, are employed to assess these effects. The research underscores the significance of ethanol tolerance in AAB and other production challenges in determining vinegar quality and underscores the importance of optimizing fermentation conditions and sustainable practices. The findings of this study underscore the importance of strain interactions and production techniques, which can significantly enhance the quality and market appeal of Port wine vinegar, providing valuable insights for the industry. This review also identifies exciting and critical areas for future research, inspiring further exploration and proposing strategies for advancing production and application in culinary, health, and industrial contexts.

Competitive Strategies and Market Positions of Global Automotive Giants: Toyota, Tesla, and BMW

This article analyzes the competitive strategies and market positions of three global automotive giants—Toyota, Tesla, and BMW. Using Porter’s Five Forces Model, it delves into the strategies these companies employ in brand development, product innovation, and global market expansion. BMW maintains its competitiveness in the luxury car market through strong brand equity and premium positioning. Toyota achieves economies of scale and a robust global presence through operational efficiency and broad market appeal. Tesla leverages its innovative capabilities and early mover advantage in the electric vehicle (EV) market to solidify its market position. Additionally, the article explores how each company addresses buyer bargaining power, supplier bargaining power, threat of substitutes, and threat of new entrants.

A multiple criteria decision analysis approach for assessing the quality of hardwood species used by Greek timber industries

Abstract Timber industries make an essential contribution to economies worldwide, while the sustainable supply of timber generates revenue, supports employment, and contributes to economic activity. The strategic choice of wood species using specific criteria can have substantial economic outcomes for the timber industry in Greece. This study assessed the suitability of hardwood species most commonly used by Greek timber industries. The assessment was conducted with the use of a Multiple-Criteria Decision Analysis approach, taking into consideration specific criteria that affect the quality of timber. According to the findings, walnut was the optimal alternative that outranked the other examined species. Chestnut, oak, beech, ash, and hornbeam also achieved positive scores, and therefore, they are also acceptable alternatives as broadleaved species suitable for furniture manufacturing and sawn timber production. Greek timber industries can enhance their products’ value and market appeal by focusing on species that meet high-quality standards and consumer preferences.

Empowering economic independence: POKDAKAN modernization and market integration in Tanjung Rhu Village, Pekanbaru City

The "Mina Sari Jaya" Fish Cultivation Group (POKDAKAN) in Tanjung Rhu Village, Limapuluh District, Pekanbaru City, is undergoing an economic empowerment program aiming for group financial independence within RT 05 RW 06. This initiative combines legal and fisheries expertise to create a comprehensive community economic development strategy. The program offers training in digital marketing, fisheries business management, and legal aspects of running a business. As a result, the group has successfully developed and packaged processed catfish products like snacks and nuggets in standardized, attractive packaging, increasing market appeal. Additionally, these products are now available on online marketplaces like Shopee and Tiktok Shop, generating potential income for POKDAKAN members. Furthermore, the program facilitated the establishment of a formalized business entity for the farmer group, complete with a notarial deed and a deed of establishment.

An Economic Analysis of Market Acceptance and Performance of Rice Varieties Grown in Northern Telangana Zone

This study aims to conduct an economic analysis of market acceptance and performance of rice varieties grown in the Northern Telangana Zone, where diverse rice cultivars face cultivation and marketing challenges. The objectives are to identify and document rice cultivars released by PJTSAU, study technological attributes preferred by stakeholders, and document constraints faced by stakeholders. A purposive sampling technique was used to select 90 farmers, 30 traders, and 30 consumers, totaling 150 participants. Data were collected using well-developed schedules and analyzed using tabular analysis, Rice Preference Index (RPI), Garrett ranking technique, and other suitable methods. The results showed that Telangana Sona (RNR 15048) is highly favored for its long grain size, high head rice recovery, and strong market demand, despite its susceptibility to stem borer and higher fertilizer requirements. Pranahitha (JGL 11727) is appreciated for its good rice quality but faces significant challenges, including high susceptibility to lodging, pests, and diseases, and lower germination rates. Kunaram Rice-1 (KNM 733) showed acceptable profitability but struggled with low market demand, poor grain quality, and higher water requirements. The study concludes that while Telangana Sona excels in market appeal and profitability, Pranahitha and Kunaram Rice-1 need targeted interventions to overcome their specific constraints. Enhancing pest resistance, improving grain quality, and reducing input requirements are essential for optimizing the potential of these varieties. Addressing these challenges through improved management practices and technology adoption can significantly benefit farmers and boost the marketability of these paddy varieties.

Health and fitness marketing appeals to older consumers

ABSTRACT Global aging means that establishing methods to promote physical activity in older consumers has positive health outcomes. Four studies were conducted that investigated the role of support in encouraging physical activity in older consumers. Study 1 qualitatively showed that external social and technological support alongside internal motivational goals was responsible for driving physical activity in older consumers. Studies 2 and 3 established if cognitive ageing theory on environmental support could encourage imagery appeals and increase motivation for physical exercise. Physical exercise was easier to visualize and was more appealing when promoted to older consumers who were standing up compared to sitting down. Study 4 showed that older consumers were least confident at completing vigorous physical activity, which should be a focus for industry and policymakers. Overall, support that reduces cognitive demands may be an effective method of encouraging physical activity by improving visualization and raising motivation and confidence in older consumers.

Unveiling the Rich Tapestry of Minor Fruit Crops: Cultivation Practices, Market Strategies, and Contributions to Agricultural Diversity and Sustainability

Cultivating minor fruit crops constitutes a vital component of diversified agriculture, contributing to local economies, dietary variety, and niche markets. This explores the intricacies of minor fruit crop production, emphasizing the importance of suitable variety selection, meticulous cultivation practices, and effective pest management. Key considerations include water and nutrient management, pruning techniques, and post-harvest handling. Market strategies such as exploring local markets and value addition are discussed, highlighting growth opportunities. The cultivation of minor fruit crops not only enhances agricultural biodiversity but also fosters resilient and sustainable food systems. This encapsulates the essence of cultivating minor fruit crops, highlighting their significance in the broader agricultural landscape. Value addition through processing, such as making jams, jellies, or juices, is discussed as a means of enhancing market appeal and economic viability for growers. The role of minor fruit crops in promoting agricultural sustainability and resilience. By fostering biodiversity and offering alternatives to globally dominant fruit varieties, these crops contribute to the creation of dynamic and resilient food systems.

The Power of Diversity and Inclusion in the Indian Tourism Industry: A Narrative-based Approach

This research examines the transformative power of diversity and inclusion (D&I) in shaping the future of the Indian tourism industry. As India’s rich array of cultures, religions, and ethnicities continues to attract global travelers, ensuring inclusive representation becomes the utmost. The industry’s growth centers on reflecting this lively diversity, moving beyond stereotypical portrayals, and embracing an assembly of narratives. This research proposes a new model for Indian tourism that celebrates these diverse experiences, developing a sense of connection among all visitors. By showcasing the many-sided beauty of India, this inclusive approach not only broadens market appeal but also promotes responsible and sustainable tourism practices. Furthermore, D&I holds significant economic potential by attracting a wider audience, fostering loyalty amongst domestic and international travelers, and ensuring the industry’s relevance in the global market. Eventually, this research stresses the necessity to shift towards a tourism model that celebrates the innate diversity of India, supporting inclusivity and contributing to a more equitable and prosperous future for the industry.

Enhancing Tourist Experience in Butuan City: Integrating Balangay Heritage as an Ancillary Service in Accommodation Facilities

In the competitive landscape of the global hospitality industry, differentiating accommodation services through innovative offerings is essential. This study explores the integration of Balangay heritage into the guest experience at accommodation facilities in Butuan City, aiming to enrich the tourist experience. Employing the H.du Cros model, the research evaluates the market attractiveness and robustness of Balangay heritage as a potential ancillary service. Surveys conducted with guests at various accommodations in Butuan City and interviews with hotel management and city tourism officials serve as the primary data sources. Results reveal that Balangay heritage exhibits moderate robustness and high market appeal, with 70.3% of respondents endorsing its integration as an ancillary service. Despite its promise, challenges related to the management and organization of the heritage attraction are identified. To address these issues, the study proposes a strategic framework for stakeholders, aiming to streamline the effective integration of Balangay heritage and thus enhance the tourist experience in Butuan City. This approach offers valuable insights into the synergy between heritage preservation and hospitality innovation, underscoring the potential for cultural heritage to enrich the tourism offering.

The Innovations Driving Tesla's Success: Disruptions, Competition, Business Model, Customer Transformation, and Entrepreneurial Strategies

The article critically examines Tesla's monumental influence on the electric vehicle (EV) market, portraying a landscape radically transformed by innovation and strategic foresight. It outlines the journey from the nascent stages of EV development, marked by modest advancements and limited market appeal, to Tesla's emergence as a market disruptor. Highlighting Tesla's breakthroughs in battery technology and infrastructure, alongside its pioneering direct-sales model, the narrative underscores how these innovations dismantled barriers to EV adoption. The discussion extends to the competitive dynamics within the industry, emphasizing the imperative for continuous innovation amidst growing rivalry. This exploration celebrates Tesla's role in propelling the EV industry forward and contemplates future challenges and strategies vital for sustaining market leadership. Through a detailed analysis, the article encapsulates the essence of visionary leadership and cultivating an innovative culture as essential for any startup aspiring to redefine market norms.

Nano Silver and melatonin effectively delay the senescence of cut carnation flowers under simulated vibrational stress

ABSTRACT Carnation (Dianthus caryophyllus L.) holds great significance as a cut flower, and its vase life plays a crucial role in determining its quality and market appeal. However, the extended transportation distances from the production location to consumer markets can have an unfavourable impact on the vase life and overall quality of cut flowers. The first experiment demonstrated that exposing cut carnation flowers to simulated vibrational stress (SVS) led to a decline in vase life and overall quality. Notably, the application of Nano Silver (NS; 25 and 50 μM) and melatonin (MT; 100 and 200 μM) into the holding solution proved effective in counteracting these negative effects, and extended the vase life by promoting cut flower water relations. In the second experiment, the optimal concentrations of NS and MT into the holding solution (25 and 100 μM, respectively) effectively reduced chlorophyll degradation, electrolyte leakage, and lipid peroxidation by enhancing the activity of catalase and peroxidase enzymes. As a result, it appears that the application of NS and MT in the holding solution has successfully prolonged vase life by both improving water balance and boosting antioxidant activity, while mitigating the negative effects of SVS.

The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation

PurposeThis study explores how businesses can effectively market functional and emotional benefits through virtual corporate social responsibility co-creation (VCSRC) initiatives. The aim is to enhance customer engagement through these initiatives.Design/methodology/approachThe initial phase of this study involved recruiting 185 Chinese university students as participants. These individuals were randomly distributed into four distinct experimental groups, each designed to investigate the influence of varied marketing appeals and common in-group identity (CIGI) on consumer engagement willingness. This phase also sought to elucidate the mediating role of CSR associations in these dynamics. Following this, the second study engaged 570 individuals, recruited through “Credamo,” for a group-based experiment. This subsequent phase was intended to validate the findings of the preliminary study and explore the varying intensities of interaction between different marketing appeals and CIGI, with a particular focus on the dichotomy of independent and interdependent self-construals.FindingsThe study delineates a detailed relationship between consumers' willingness to participate in VCSRC, marketing appeals, and common in-group identity, revealing that strong common in-group identity correlates with a preference for functional appeals, while a weaker in-group identity inclines towards emotional appeals. Notably, interdependent self-construal significantly influences consumer responses, intensifying the interaction between in-group identity and marketing appeal and thereby influencing participation willingness. Moreover, CSR associations emerge as key mediators in this interaction, underscoring their role in enhancing the effectiveness of VCSRC strategies. These insights provide a new understanding of the crucial impact of consumer identity traits on marketing strategy efficacy.Originality/valueThis research stands as a trailblazing endeavor in evaluating the effects of varied advertising appeals under the VCSR paradigm. It probes into the foundational mechanisms, leveraging insights from interaction alignment theory and persuasion theory to elucidate the processes involved.

International market selection for livestock producers: hierarchical modeling for prioritizing economic stability, logistics, and culture

This study presents a decision-making framework for Brazilian livestock producers seeking to expand into European or Asian markets, aligning with EU and Islamic regulations. Key Performance Indicators (KPIs) were collected for the top five pre-selected markets, namely Germany, Belgium, France, Emirates, and Turkey. The data was collected from the World Bank and OECD from 2020 to 2023. The Analytic Hierarchy Process (AHP) was used to determine a set of weights for criteria including economic stability, logistics, culture, and market appeal reflecting a large producer's priorities. Results highlight the relevance of economic stability and GDP growth for International Market Selection (IMS), while logistics and cultural similarity received relatively lower importance. This study demonstrates the practicality of the AHP method in assisting decision-making for international market selection in the livestock industry, offering valuable insights to producers seeking expansion opportunities.

Sustainability marketing strategies for the energy sector: Trends, challenges, and future directions

This study delves into the complex dynamics of sustainable marketing within the energy sector, aiming to unravel the intersection of sustainability principles and marketing strategies that promote environmental stewardship, economic viability, and social equity. Through exploratory qualitative research, the study uncovers critical trends in sustainable marketing, addressing the challenge of aligning strategies with environmental, economic, and social goals. A strategic shift is observed in integrating renewable energy sources, emphasizing environmental benefits and global alignment with sustainability goals. Transparent communication and ethical practices are pivotal, fostering consumer trust and authentic storytelling and establishing a foundation for a trustworthy energy sector. The emphasis on energy efficiency solutions and digital marketing platforms contribute to an informed and empowered consumer base. Customizable energy solutions, incentive programs, collaborative campaigns, and sustainable branding enhance market appeal, reinforcing economic benefits and positioning companies as leaders in transitioning to a sustainable energy future. The critical findings highlight integrating renewable energy sources, a shift towards transparency and ethical marketing practices, promoting energy efficiency solutions, leveraging digital platforms, offering customizable solutions, and engaging in collaborative campaigns with sustainable branding. Synthesizing these findings, the study provides a holistic perspective on strategies contributing to a resilient and eco-conscious future in the energy sector. Energy companies can leverage these insights to refine marketing strategies, align with global sustainability goals, foster consumer trust, and position themselves as leaders in transitioning to a sustainable energy future.

Laying Performance of Native Chicken (Gallus gallus L.) Fed with Natural Egg Enhancers

Native chickens, inherent to sustainable agriculture, play a crucial role in diverse ecosystems and local economies. Recognizing their significance, this study, conducted at Lagangilang, Abra aimed to evaluate the impact of annatto seed, turmeric, and red-hot pepper as additives on the egg performance of native chickens over four months laid out in a Completely Randomized Design (CRD). Focusing on laying performance in terms of average monthly egg laid, hen house egg production (HDEP), egg mass, egg weight, and mortality and morbidity rate. The research revealed no significant differences in various egg performance parameters, nevertheless, the T3 annatto seed had the highest mean among the treatments next with the commercial egg booster in terms of laid eggs, while unexpectedly contributing to a reduction in mortality and morbidity rates among native chickens. The study suggests that while these additives may not serve as direct egg promoters, they hold promise for improving specific aspects of native chicken eggs, warranting further investigation into their potential health benefits and optimization for market appeal. In terms of return above the feed, stock, and additive costs, utilizing annatto seed and turmeric as additives is 4-13%. Hence, a comprehensive understanding of these implications is vital for informed decision-making when considering additives and enhancers in native chicken production. Though all egg enhancers are acceptable, the prevailing price of the additives to be used should be considered.

A Study on Corporate Greenwashing on Manufacturing of Lithium Batteries of Electric Vehicle (EV)

The emergence of electric vehicles (EVs) as a promising solution to environmental concerns has coincided with a troubling phenomenon—greenwashing. This paper explores the deceptive practices employed by some entities in the EV industry to exaggerate their environmental credentials. The primary objective is to shed light on the subtle manipulations and misleading marketing strategies that obscure the true ecological impact of EVs.
 Examining case studies and industry trends, the paper delves into instances where companies emphasize the zero-emission aspect of EVs while overlooking the entire lifecycle's environmental toll, from raw material extraction to production and disposal. The allure of a greener alternative has led to a competitive landscape where distinguishing between authentic sustainability and superficial marketing becomes challenging for consumers.
 Furthermore, the paper delves into the motivations behind greenwashing in the EV sector. It investigates how these practices serve as a market appeal strategy, attracting environmentally conscious consumers, and how they contribute to gaining a competitive edge in an increasingly saturated market. By identifying greenwashing, the paper advocates for consumer protection and encourages corporate accountability, emphasizing the importance of transparent and genuine commitment to sustainability in the rapidly evolving landscape of electric vehicles.