Market Audience Research Articles

Sociopragmatic Underpinnings of Language Use in the Advertisement of Okrika in Nigerian Markets

Within the purview of sociolinguistics and pragmatics, language use is investigated to reveal its dimensions and motivations. The use of language in any kind of advertisement is fascinating, as it is immersed in the advertiser’s illocutionary goal(s). Different products are advertised in Nigerian markets, including okirika which is the focus of this study. In human communication, language use is informed by speaker-meanings with regard to “hearer-ends”. An analysis of “why” and “how” language is deployed in the advertisement of okirika essentially elucidates the performance of discrete speech acts from the advertiser’s end. This study hinges on two theoretical frameworks because of the unique function of each of the frameworks in the data analysis: Bach and Harnish (1979) Speech Act Theory as well as the Stance and Engagement Theory by Hyland Finnegan (1989) and Finnegan (2005). The study concludes that in the advertisement of okirika, the advertiser essentially persuades the market audience to buy the okirika by using discrete communicative strategies which include: using skillfully selected speech acts, exploring speaker-hearer shared knowledge, use of attributive adjectives, inducing panic-buying, accusation and fixing false price.

Classical music recommendation algorithm on art market audience expansion under deep learning

Abstract The purpose of the study is to help users know about their favorite music and expand art market audiences. First, the personalized recommendation data of classical music are obtained based on the deep learning recommendation algorithm technology, artificial intelligence, and music playback software of users. Second, a systematic experiment is conducted on the improved recommendation algorithm, and a classical music dataset is established and used for model training and user testing. Then, the network model of the classical music recommendation algorithm is constructed through the typical convolutional neural network model, and the optimal parameters suitable for the model are found. The experimental results show that the optimal value of the dimension in the hidden layer is 192, and 24,000 training rounds can converge to the global optimum when the learning rate is 0.001. The personalized recommendation is provided for target users by calculating the similarity between user preference and potential features of classical music, relieving the auditory fatigue of art market audiences, improving user experience, and expanding the art market audience through the classical music recommendation system.

Solutions for Young Entrepreneurs in the Socially-Based Fourth Industrial Revolution Era

A startup is a venture or business within a social organization that leverages information technology to conduct its business, targeting a wide market audience and establishing numerous relationships to support its operations. A digital startup is a business within an organization that primarily operates its business through computers and is managed by various partners handling aspects of marketing, sales, and payments. Essentially, this digital startup serves as an intermediary for marketing or ongoing business activities. The strategy of a digital startup revolves around maximizing marketing efforts through technology, staying updated with current trends, and maintaining courteous and measured communication to provide comprehensive and inseparable customer service, using this approach to fulfill their needs. Social entrepreneurship during the era of the Fourth Industrial Revolution involves combining creativity with rapidly advancing technology for sociallybased entrepreneurial activities.

Digital Domination: How LPP TVRI Bali Can Leverage Digital TV to Skyrocket Audience Engagement

The development of information technology is changing the way consumers consume media content. Online-based services can be a threat and opportunity for conventional media players, including television media. To attract the attention of viewers, television broadcast media needs to have a marketing communications strategy that suits the needs of viewers. TVRI Bali as a public broadcasting institution focuses on local cultural broadcast programs and educational information programs, as well as being neutral amidst the speed of information dissemination. This research aims to identify the strategies carried out by TVRI Bali to increase its audience on digital television. This research uses Integrated Marketing Communication (IMC) theory and the concept of segmentation. Researchers use qualitative methods. Data was obtained through observation, interviews and documentation studies. The results of this research, TVRI Bali carries out integrated marketing communications activities to promote its event programs by implementing advertising, direct marketing, internet marketing. sales promotion, public relations, and personal selling to capture and maintain the audience market. TVRI Bali audience segmentation is carried out based on demographic, geographic and psychographic segmentation.

Take Shanghai Disney as an Example to Explore the IP Development and Marketing Ideas

In today's market, IP in the Chinese context deviates from "Intellectual Property" in its original sense, and the IP we call now adds to the new cultural connotation in the context of pan-entertainment. The so-called IP is not a traditional intellectual property right, but a concept extended from the Internet ecosystem in the Internet era. For example, literary or cultural works like games, animation, and games with high attention and traffic can be called IP. In addition, IP is not a commodity that be directly purchased by consumers, but IP content is first acquired by major companies, followed by the secondary creation and industrial chain development of IP individuals, and finally, consumers can purchase and experience the material or non-material carrier formed by IP. In recent years, thanks to the in-depth integration of media development, different media platforms have been fully utilized and effectively integrated, so that better communication channels and a broader audience market are being steadily formed. The IP industry in China is developing rapidly in literature, television, games, film, and other fields. This paper with IP industry giant - Disney group, for example, shows that by observing the development path of Disney IP, and conducting in-depth analysis and research, one can understand the current domestic IP need to enrich their original story, attach great importance to the production of high quality content, not lose Chinese unique style, also want to diversify their development vitality. At present, domestic IP should pay attention to increasing the vitality of content innovation and production, and pay attention to media integration and promotion. While creating high-quality original content, we should pay attention to the audience experience, accurately locate the audience, help people establish an emotional connection, and thus form a long-term transmission and receiving relationship. At the same time, actively improve the IP operation industry chain (online and offline), expand the realization channels, and promote the domestic IP to glow with new vitality.

The Natural Emergence of Category Effects on Rugged Landscapes

Category theory finds that markets partition producers into categories and producers who do not fit one specific category—or who span multiple categories—perform worse than their single-category peers. The dominant thread of this work argues that this miscategorization penalty arises when cognitive limits of categorization cause individual members of the market’s audience to exclude or denigrate ill-fitting producers. I present a null model of markets in which a miscategorization penalty appears without being caused by a market audience: drawing on cognitive science and research on rugged landscapes, the model shows that producer herding behavior generates a spurious correlation between market outcomes and miscategorizations. The model further predicts the dynamics of categorical emergence and change over time. I establish these results in a simulation and discuss strategies by which this landscape model can be empirically distinguished or integrated with the standard account of an audience-driven penalty. Supplemental Material: The online appendix is available at https://doi.org/10.1287/orsc.2020.13770 .

A Study on the Influence of Sign Shaping on Consumption Intention Take Mixue Ice Cream & Tea for Example

With the arrival of new consumption era, the consumption of a commodity at this time is not limited to its own use value and exchange value. Symbol consumption has become a trend. In this case, enterprises shape their identity through precisely targeting the audience market to stimulate consumers to consume. Based on the phenomenon that Mixue Ice Cream & Tea, which is a tea drinking company, achieves its success in the Chinese market, this study explores the marketing logic behind it. The paper takes the sign value perception as the foundation connecting the self-concept with the product consistency to explain the change of consumers' consumption intention through the symbol value and value of the enterprise symbol shaped by it. In summary, it can be drawn from the research that the more matching between the shaped sign and the corporate image, the higher the consumer's consumption intention is. The main purpose of this paper is to explore the marketing strategy of Mixue Ice Cream & Tea, so as to provide suggestions for other local enterprises to enter the sinking market and improve the market share.

Analysis of the Development Characteristics of Hebei TV - Taking the Program Arrangement from 6:00 to 24:00 on April 29, 2023 as an Example

In the era of new media, the development trend of television programs is characterized by fragmentation and mobile platform, and the national television media is facing the challenge of homogenization. Hebei TV, facing the pressure from CCTV, the impact from other provincial TV stations, and the competition for the audience market of urban TV media, fully utilizes its own resources and market opportunities to cope with fierce competition. This article takes the program arrangement from 6:00 to 24:00 on April 29, 2023 of Hebei TV as the research object, uses text analysis and content analysis methods, and combines case studies to analyze the development strategy, content production, and communication strategy of Hebei TV. It summarizes its positioning upgrade and path guarantee from aspects such as establishing program clusters, innovating expression forms, improving institutional mechanisms, and avoiding strategic blind spots, aiming to provide strategic support for Hebei TV's transformation and upgrading.

The role of marketing agility and risk propensity in resilience and survival of eastern European immigrant entrepreneurs in Denmark

PurposeWhile extant research has increasingly examined minority entrepreneurs, less attention has been paid to Eastern European immigrant entrepreneurs and the role that marketing agility and risk propensity play in their resilience and survival in Nordic countries. This paper aims to highlight the importance of these factors for Eastern European immigrant entrepreneurs in the developed Nordic economy of Denmark.Design/methodology/approachThis paper adopts the dynamic capabilities view as a theoretical framework and uses a qualitative research approach with interviews as the main data collection method. The empirical sample comprises 12 entrepreneurs originating from Hungary, Slovakia, Latvia, Lithuania and Romania, who operate in Denmark.FindingsThe findings show that contrary to prior studies that have highlighted a reliance among the migrant entrepreneurial community on ethnic networks as their dominant target market, Eastern European immigrant entrepreneurs located in Denmark, in contrast, focused on attracting Danish consumers as their target market audience. Leveraging multiple networks was therefore found to be critical to the survival of these immigrant ventures. Additionally, the entrepreneurs' marketing agility, underpinned by their optimistic approach, growth ambitions and passion for entrepreneurship, was found to play a pivotal role in their survival. Finally, despite the stable institutional environment in Denmark and the ease of doing business (both of which are influential factors in shaping the risk propensity and risk perception of entrepreneurs), the authors found immigrant entrepreneurs' risk propensity to be rather low, which was contrary to the expectations.Originality/valueThe current paper is one of the first studies that explicitly analyzes the roles of marketing agility and risk propensity in the resilience and survival of the ventures of relatively skilled immigrant entrepreneurs from Eastern Europe in a developed Nordic economy (Denmark). The paper's findings also challenge the notion associated with immigrant entrepreneurial ventures being primarily focused on ethnic customers or enclaves. The paper also specifies the peculiarities of marketing agility in immigrant entrepreneurial contexts and solidifies the importance of diverse networks in immigrant business survival and development.

Research on the brand image design of Netflix tea drink

With the development of the economy and society, people's demand for entertainment is realized through the Internet platform, and the Netflix economy has started to develop rapidly, promoting the birth of Netflix brands. Netflix tea brand refers to the brand that uses the Internet and social platforms to gather a large number of fans and turn them into a market audience so as to quickly explode. It is different from the traditional sense of the brand, but how to make the net popularity brand reap dividends at the same time, but also to make the brand sustainable growth, this is a problem that cannot be ignored. In this paper, through the study of the tea brand "Cha Yan Yuet Si", the purpose is to explore the development status of the brand tea in the context of the Netflix economy, and summarize the methods of Netflix brand image design. Therefore, in the design of the brand logo, the core concept of the brand should be analyzed, and the core concept should be carried through in the whole image design of the brand, so as to continuously strengthen the penetration of its dissemination in the public, and achieve the purpose of cultural export and brand heritage, which is the trend of brand design.

COVID-19 AND DATA: CRISIS MITIGATION TOOLS

The cultural and creative sector (CCS) is one of the hardest-hit sectors due to COVID-19. The rapid decline in audience and revenues makes it impossible to create and offer financially demanding cultural products and services. This will be a long- term effect – it will affect the supply and demand of cultural services for at least two to three years to come. A realistic forecast suggests that this period will be characterized by a narrowed audience market, a decline in the purchasing power of the population and reduced leverage of funding. Decisions about performances, productions and investments in new content can no longer rely on traditional audience behavioural patterns, historical demand data, or an organization’s institutional memory. Cultural institutions need to make decisions about the future without being able to predict it even two weeks ahead. The article examines the open data arrays available in Latvia on and the potential of their use in the cultural and creative sector to alleviate the crisis.

The Use of a Marketing Communication Strategy By English Cafe Semarang in Building Brand Awareness

The business world has overgrown, creating fierce competition among English course institutions in Indonesia. The marketing communication strategy becomes vital for these institutions in informing about the products and the brands to form market perceptions of the services offered and to build brand awareness. The success of a marketing communication strategy of a business can be measured by its brand awareness among the market audiences. English Café is an English course institution in Semarang City that has the concept of making a café a supporting tool and a convenient place for studying and practicing English. Our research aims to explore its marketing communication strategy and measure its brand awareness among the samples taken from Semarang citizens, including its students and others. The qualitative method is used in the analysis with a descriptive data presentation. The tools include observations, interviews, questionnaires, and documentation. The researcher found the data result, there were 43 respondents; 12 respondents recognized English Café as an English course institution in Semarang. It was called Top of Mind which had a percentage of 27.91%. They had built the Top of Mind level of brand awareness for English Café Semarang. The researcher found 22 respondents who recalled the English Café brand without the aid of recall when they needed the English Café course program. It was called Brand Recall which had a percentage of 51.17%. In the last finding, the researcher got 9 respondents who were unaware of the English Café brand as an English course institution in Semarang. It was called Unaware of Brand which had a percentage of 20.93%.

Research on the characteristics of the animation industry and the innovation of marketing and communication strategies in the data era

The transformation of the animation industry in the context of the data era is characterized by the virtualization of the market, the nationalization of brands, and the linking of industries. The animation industry has entered a new data-driven era, and while the data-driven animation marketing model is empowered for the new era, the marketing model is facing difficulties such as unclear development direction, changes and impacts of mainstream media terminals, and unpredictable audience market, etc. The solution lies in the innovation of the animation marketing and communication model under the data-driven environment, i.e. creating issues in terms of topics, reasonably using the " The solution lies in the data-driven innovation of the animation marketing communication model, i.e. creating issues on topics, using the "halo effect" on the packaging, applying data to drive audience guidance, and relying on secondary communication to complete audience purchase.

Poszukiwanie determinantów jakości programu jako elementów strategii w mediach publicznych. Model trójkąta sił jakości

Exploring Determinants of Program Quality in Public Media As Elements of Strategy. The Quality Power Triangle Model The purpose of the article is to present the importance, the function of program quality in public media, as well as the influence of “quality” on the creation of strategy and success of stations. The first part of the paper is devoted to the analysis of the literature on the subject, thanks to which the significant meaning of quality in this measure was shown. The second part presents the application of the media quality forces triangle model to the research. Consequently, the analysis of the results of the surveys conducted with this method in 2015 and 2021 is presented. This research shows the differential influence of the factors that were introduced in the survey on the basis of quality descriptors. The respondents came from two groups: media professionals and students. In their opinion, qualified staff and station creators have the greatest influence on the two-seeing quality, in second place is the knowledge of the audience market, and in third place were the factors that create the station’s financing. Moreover, the results of the study show interesting differences in opinions among the surveyed groups over several years.

Being True and Good: Categorical Ambiguity and Experts as Authenticators

This study aims at joining the literatures on categories and on social evaluations to study the consequences of ambiguity in both meaning (“what one is”) and valence (“what one is worth”) on market audiences’ valuations. It offers a conceptual framework in which authenticity mediates the effects of meaning and valence ambiguities on valuation. Importantly, the paper argues that the demand for authenticity – and thus the sanction of meaning and valence ambiguities – varies with audience members’ expertise. We then explore the cognitive and social determinants of the experts’ judgments of ambiguity and authenticity. In doing so, this study offers contributions by combining the literatures of categorical ambiguity, authenticity and expertise.

Should Firms Accelerate Product Development During Market Emergence?

This study challenges the notion that speeding products to market is beneficial by examining conditions under which accelerating product development as a strategy can be suboptimal. I argue that the extent to which acceleration enhances market evaluation is contingent upon (a) whether the product aligns with or deviates from market convention, and (b) the average market intensity on product development; both contingencies should be especially salient for new entrants during market emergence. Using a uniquely detailed dataset on the EnergyStar program of LED lightbulbs from 2010 to 2017, I find that although incumbent firms benefit from frequent product adaptation, new entrants may suffer from adopting such a strategy. To avoid being discounted by market audience, new entrants should (a) decelerate when introducing unconventional products, and (b) resist the temptation to rush when peer pressure for speed is strong. By presenting an alternative view on the implication of product development frequency, this study enriches understanding on winning strategies for firms competing in nascent market.

The Effect of Firm Expansion in Sustainable Business on Incumbent Product Evaluation

Despite a rising number of firms expanding into market categories with sustainable benefits, we know little about how it affects incumbent market audience. In this study, I explore the extent to which firm expansion in sustainable business may improve consumer evaluation on incumbent products. In particular, I highlight the enhancement effect of prosocial signaling through which firms emphasize their prosocial intention during such expansion. I argue that prosocial signaling has a stronger effect on well-known firms compared to their less-known counterparts, especially when quality perception on incumbent products is low. Using empirical context of the US lightbulb market, I find strong support that salient prosocial signals improve rating on traditional lightbulbs when firms expand their business into energy-saving lightbulbs; this is especially true for brick-or-mortar retailors and when prior product ratings are poor. This study provides one of the first evidence that indicates the benefits of sustainable market expansion on incumbent products. I contribute to research in corporate prosocial engagement, as well as nascent scholarship on the value-laden nature of market category.

A Study of the Effectiveness of Hydroponic Growing Variables on Lactuca sativa var. capitata

Hydroponic growing in controlled environment horticulture has been an increasingly used method of produce production around the world. Its many methods integrate sustainability and growth efficiency through the control of climatic and system variables. This study investigated control variables that would produce and market a more effective lettuce (lactuca sativa. var capitata) crop. Three objectives determined: The comparison between the dimensions of deep water culture systems and the lettuce harvesting length, Consumer and ICP spectrometry recognition of different post-harvest hydroponic nutrient concentration, and the preference of lettuce grown in different hydroponic nutrient concentrations. Through growing trials and consumer tests, it was found that the 14 gallon (102 x 50.8 x 66cm) size deep water culture system also produced lettuce with larger harvest-length; spectrometry recognition of lettuce crops grown in different nutrient levels was effective with 7 of the 12 nutrients elements showing sufficient results of concentration in concentrated lettuce. Consumer identification recognition wasn’t successful with 40% of consumers unable to recognize any nutrient concentration level compared to two other varieties. Representing a diverse market audience, of consumers determined that variety 127 (50% regular concentration) was preferred as significant market influence of purchase. This research will impact future studies in effective small scale hydroponic growing and growers looking to expand knowledge of beneficial growth.

Viral Marketing for Public Health Campaigns in Social Networks

Viral marketing for public health campaigns aims at identifying a group of seed users to maximize the message of public health information in a target social network. Different from traditional viral marketing problems, public health campaigns try to expand social influence in the target network, meanwhile it also focus on their target audience, who are difficult to discover. Meanwhile, besides the target network, users nowadays can also participate many other social networks. Discovering target audience and viral marketing in these networks, referred to as the source networks, can be relatively easier, and the shared users can act as intermediate nodes transmitting information from these networks to the target one. In this paper, we propose to carry viral marketing for public health campaign in the target network in a roundabout way, by selecting seed users from the target and other external networks and influence users through intra- and inter-network information diffusion. To achieve such an objective, a new inter-network information diffusion model IPADH is introduced in this paper. Based on IPADH, cross-network viral marketing framework IMDP is proposed to solve the problem. Extensive experiments are conducted on anti-smoking campaign datasets, and results demonstrate that IMDP can outperform traditional intra-network viral marketing methods with significant advantages.

The Price for Market Embeddedness is Declining Adaptive Capabilities: Model, Measurement and Illustration

AbstractThis paper deals with a central challenge in organization and management research: to predict the evolution of an organization's adaptive capability. We address both theoretical and methodological gaps in existing research. First, focusing on the largely overlooked external constraints on adaptive capability, we model how ties between an organization and its market audiences curtail adaptive capability as market tenure increases. Second, we address the methodological weakness of conceptualizing the content of organizational change in prior research with a novel approach. Our distance‐based approach sees adaptation as change in an organization's position in a cognitive market space. With position defined, one can measure the speed of movement in that space. An analysis of the UK motorcycle market serves as an empirical illustration for our theoretical prediction and proposed measure.