Market Context Research Articles

Awareness advertising influence on consumers buying intention: Exploring attitude as a mediating factor

This study investigates the intricate relationship between awareness advertising and buying intention among Iraqi grocery shoppers, exploring the mediating role of consumer attitude. Employing a quantitative approach, the authors surveyed 300 shoppers. Using a random sampling technique. To ensure rigor and validity, the authors rigorously analyzed the relationships using partial least squares structural equation modelling (PLS-SEM) based on 288 valid responses. The findings reveal that awareness advertising significantly impacts buying intention, mediated by consumer attitude. These insights offer valuable management implications for product marketers. Sufficient brand awareness attracts consumer attention, shapes positive attitudes, and ultimately drives purchase decisions. This study further validates the theoretical model of consumer response by empirically establishing consumer attitude as a central intermediary between awareness advertising and buying intention within the Iraqi market context.

Vividness, narrative transportation, and sense of presence in destination marketing: empirical evidence from augmented reality tourism

ABSTRACT The rise of augmented reality (AR) technology offers potential opportunities for the tourism industry and academia. Drawing upon narrative transportation and presence theory, this paper investigates the relationship between vividness, narrative transportation, sense of presence, and visiting other AR destination. The empirical findings indicate that vividness enhances narrative transportation and sense of presence in the AR-presented heritage tourism. In addition, narrative transportation nurtures sense of presence and triggers intention to visit other AR destinations. This paper contributes to narrative transportation theory and presence theory in an AR tourism marketing context and provides managerial insights for incorporating AR into effective destination marketing.

Manager sentiment, policy uncertainty, ESG disclosure and firm performance: a large language model in corporate landscape

Purpose This study aims to examine the impact of manager sentiment on the firm performance (FP) of Indian-listed nonfinancial firms. Further, it endeavors to investigate the moderating role of economic policy uncertainty (EPU) and environment, social and governance (ESG) transparency in this relationship. Design/methodology/approach A noble manager sentiment is introduced using FinBERT, a bidirectional encoder representation from a transformers (BERT)-type large language model. Using this deep learning-based natural language processing approach implemented through a Python-generated algorithm, this study constructs a manager sentiment for each firm and year based on the management discussions and analysis (MD&A) report. This research uses the system GMM to examine how manager sentiment affects FP. Findings The empirical results suggest that managers’ optimistic outlook in MD&A corporate disclosure sections tends to present higher performance. This positive association remains consistent after several robustness checks – using propensity score matching and instrumental variable approach to address further endogeneity, using alternative proxies of manager sentiment and FP and conducting subsample analysis based on financial constraints. Furthermore, the authors observe that the relationship is more pronounced for ESG-disclosed firms and during the low EPU. Practical implications The results demonstrate that the manager sentiment strongly predicts FP. Thus, this study may provide valuable insight for academics, practitioners, investors, corporates and policymakers. Originality/value To the best of the authors’ knowledge, this is the first study to predict FP by using FinBERT-based managerial sentiment, particularly in an emerging market context.

Demand and supply shocks derived from COVID-19 on the freight transportation system in Mexico

PurposeThis paper's purpose is twofold. First, based on a case study, it aims to comprehend the consequences of COVID-19 on the demand and supply shocks of the freight transportation system in Mexico. Second, it seeks to provide an integrated perspective of four transportation modes, which would help prepare public policies for future global pandemics.Design/methodology/approachAnalyzing the impact of the COVID-19 pandemic on the freight transportation system, which affects national and global economies, is essential to drawing valuable insights for the future. To facilitate international comparative analysis, conducting case studies at a country level was deemed necessary. As a result, a case study was conducted in Mexico using an integrated approach involving four transportation modes.FindingsTo manage disruptions in freight flow during uncertain conditions, a comprehensive perspective on the four modes of transportation and data-driven decision-making is crucial. Under this context, three initiatives can be identified: 1) establishing a National Center for Intelligence in Logistics to improve data-driven governance; 2) appointing the “Integrated Transportation Corridor Management Manager” (ITCMM) function to coordinate multiple authorities with different acting in critical freight transport corridors, and 3) creation of a digital tool based on millions of GPS data to monitor freight flows, allowing for collective intelligence among logistics actors.Research limitations/implicationsThis research's limitations are related to using non-standardized databases to gather information on four transportation modes. However, this limitation is also an interesting discovery. Mexico is becoming a strategic logistics hub between North America and Latin America, especially under the “Nearshoring” trend. Unfortunately, the lack of an integrated public policy in logistics and transportation reduces Mexico's capacity to deal with disruptions and its economic competitiveness.Practical implicationsThis research has identified practices that could be crucial in improving public policies to optimize shipping routes and reduce wait times while minimizing disruptions caused by unforeseen events. A concrete example is the digital platform called “eraclitux,” a computer tool similar to an Enterprise Resource Planning (ERP) system companies use. This tool can enable a “Control Tower” that monitors freight flow in transportation corridors under the supervision of “Integrated Transportation Corridor Management Managers.” The tool can make reactive and predictive decisions that help to enhance the logistics value provided by transportation infrastructure.Social implicationsThe importance of a well-coordinated and integrated public policy for freight transportation was identified to ensure better performance during disruptions. Delays in the flow of goods can significantly impact the supply of essential items such as food and medicine, ultimately affecting the population's quality of life.Originality/valueNumerous studies have been conducted to determine the extent of vulnerability and the impact of COVID-19 on freight transportation. However, most of these studies assume a developed market context or a single-mode transportation approach, which only applies to some situations. To gain a comprehensive understanding of how pandemics-induced demand and supply shocks affected freight transportation in developing countries such as Mexico, this paper offers insights from a four-transportation mode perspective. Mexico is facing a challenging Nearshoring trend in manufacturing, making it a significant logistics node between North and South America.

Exploring How Sustainability Development Goals (SDGs) Influence Market Returns for Malaysian Listed Firms

The significance of SDGs lies in their ability to offer a comprehensive structure for tackling worldwide issues and advancing sustainable development in the realms of economy, society, and the environment. This study aims to investigate the relationship between SDGs and market returns. The final data sample of 74 firms was collected from the firm website and Eikon database from 2021-2022. The research reveals that although SDGs and market returns have no statistically significant relationship, a positive impact indicates potential appeal to investors. Moreover, adhering to SDGs demonstrates social responsibility and can yield regulatory advantages, potentially shaping frameworks and offering investors a sense of assurance in the face of environmental apprehensions. Conducting comparative studies in various geographical and market contexts, as well as longitudinal studies that monitor SDG initiatives and market returns, has the potential to deepen our comprehension of how regional disparities and economic cycles impact the connection between SDGs and market performance. Additionally, examining sector-specific intricacies may reveal industry-specific obstacles and prospects in aligning with SDGs to enhance financial performance.

Impressive insults: How do consumers respond to self‐deprecating advertisements?

AbstractMost advertisements highlight a product's positive attributes to attract consumers. Yet, some brands deliberately criticize themselves by employing self‐deprecation within their communications, such as Carlsberg's “Probably not the best beer in the world” campaign. This research examines whether, when, and why consumers react more favorably to self‐deprecating advertisements. In six experiments, we demonstrate that when the self‐deprecated attribute holds less importance to consumers, self‐deprecating (vs. self‐promoting) advertisements enhance brand trust by elevating the brand's social attractiveness and diminishing consumer skepticism. Importantly, self‐deprecation in advertisements also lowers consumers' tendency to avoid them. We empirically rule out several alternative explanations (i.e., consumer engagement, sentiment, nonconformity, and novelty) for these effects. Our research builds on prior studies in impression management and social psychology, contributing to the literature on advertising, self‐deprecation, and consumer skepticism by promoting the strategic use of self‐deprecating advertisements to bolster brand trust and reduce advertising avoidance. We offer actionable insights for managers and practitioners, highlighting how self‐deprecation can effectively address the challenges of building trust in diverse consumer‐facing marketing contexts.

On the determinants of derivatives disclosure – an emerging markets perspective

Purpose To ascertain how JSE-listed companies use derivatives to hedge. Aim Determine whether JSE-listed companies apply established rationales for corporate hedging practices. Design/Methodology/Approach This empirical study uses data from the Johannesburg Stock Exchange (JSE), South Africa, as a proxy for emerging markets. Main findings Binomial logistic regression, applied to the 200 largest non-financial firms (by market capitalization) on the JSE from 2005 to 2017, indicates that larger firms, higher leveraged firms, ones with better growth prospects, and less information asymmetry between directors and management are more likely to use derivatives to hedge. Practical implications The findings suggest that some traditional determinants for corporate hedging practices apply in an emerging market context, but local conditions still remain an important consideration. Novelty/Contribution By confirming the applicability of traditional hedging theories in an emerging market context, the study extends the theoretical understanding of corporate risk management. It supports the notion that established hedging rationales, such as reducing financial distress costs and addressing information asymmetry, are relevant across different economic contexts.

Superstitious beliefs and marketing appeals

In recent years, superstitions and their characteristics have become a tool for brands to attract consumers to buy their products. This research aims to analyze how brands use astrological content in their digital media. Adopting a qualitative method, we conducted a content analysis on four Brazilian brands’ websites and Instagram pages (Risquè, Farm, Imaginarium, Skol Beats). Five categories guided the analysis, within which subcategories were found, presented in the results section: (1) Type of language: “humorous” or “mystical”; (2) Approach to astrology: “prognostic” or/and “personality”; (3) Knowledge of astrology: requires or does not require consumer’s knowledge of astrology; (4) Integration brand-product-content: astrological content “associated” or “not” with the products; (5) Partnerships: “presence” or “not” of partnerships with other brands concerning the astrology theme. In general, the type of content produced by these brands regarding astrology is interactional, and uninformative. Therefore, this research answers the question: Are superstitious beliefs important for marketing appeals? Yes, they are, especially in the current market context. This research contributes to the literature on superstition, by exploring astrology in the context of the market, and to the marketing literature, by studying how brands use astrology in their media. For managerial implications, it is important for brands to work on astrology with content of the interactional type, that does not need to be very informative, as consumers interested in this topic seem to already have prior knowledge about it. Additionally, we highlight a range of ways in which brands can work with astrology as a theme.

Investor demand in syndicated EFSF/ESM bond issuances

The European Financial Stability Facility (EFSF) and the European Stability Mechanism (ESM) were set up at the peak of the European sovereign debt crisis to issue bonds and lend to countries under current funding stress. This study analyses investor demand in syndicated bond issuances of EFSF and ESM from 2014 to 2020 on an unprecedented granularity level using a dataset of individual orders with statistical inference. Particularly, we investigate orderbook dynamics for three main aspects: first, we determine the main factors segmenting investor demand. Second, we analyse price dynamics in the transactions and their relation to investor demand. Third, we investigate whether any indications of orderbook inflation might explain the increased volatility in orderbook volume. We identify issuance tranche and tenor as the main determinants of investor demand that are largely anticipated in the notional. Further, we note that ESM is doing economical pricing, where the new issue premium tends to be lower in a market context with larger demand. Lastly, we find a mixture of an increasing number and an increasing volume of orders as drivers of large order books. This confirms that there are no indications of orderbook inflation tendencies in the analysed time period.

What drives women to adopt menstrual cups? The integration of consumer values and theory of planned behaviour

PurposeThis study aims to investigate the influence of consumer value on women’s attitudes towards their intention to adopt menstrual cups. Drawing on consumer value theory, the research seeks to provide an empirical investigation of value-attitude-behaviour, an extant exploration of value concept in behaviour.Design/methodology/approachData for this study was collected through survey questionnaires administered to 304 Indian women and analysed using partial least squares structural equation modelling.FindingsThe study’s finding indicate that emotional values (EVs) significantly predict women’s attitudes towards their intention to use menstrual cups. In addition, the desire for knowledge, price and quality considerations and awareness of the environmental impact were also found to influence women’s attitudes towards their behavioural intention to adopt menstrual cups.Social implicationsThis study contributes valuable empirical evidence supporting the importance of consumer values in shaping attitudes and behavioural intentions towards menstrual cups in a social marketing context. By understanding the role of EVs, social marketers can design more effective campaigns to encourage the adoption of menstrual cups. Promoting the sustainable aspects of menstrual cups, such as reduced environmental wastage, can further facilitate behaviour change among women.Originality/valueThis study demonstrates the value-attitude-behaviour framework, which has been a subject of very little research in the context of menstrual cup adoption in a developing country.

The luxury goods market: Understanding the psychology of Chinese consumers

The objective of this research is to construct a multifactorial model facilitating the assessment of the interrelation between aspects of Chinese consumers' attitudes towards luxury items and their psychological intent to acquire such goods. The paper presents a factorial model of the evaluation system, which encompasses factors such as luxury brand awareness, materialism, social comparison with peers, fashion novelty, and consumer engagement with fashion. The research findings indicate that: (1) there exists a positive correlation between the attitudes of Chinese consumers towards luxury items and their intention to acquire them; (2) Chinese consumers, overall, tend to disregard fashion innovations as a significant factor in luxury item purchasing decisions; (3) however, materialism as a motivation for conspicuous consumption and status has become a pivotal stimulating factor; (4) substantial influence is also exerted by the impact of luxury item acquisition on the owner's social status; (5) individuals possessing knowledge of fashion trends demonstrate a higher propensity to acquire luxury items. Theoretically, this study contributes to the broadening of the understanding of luxury goods consumption within the context of the Chinese market. This contribution holds value for researchers of this market, as well as those examining other regional markets, facilitating a comparative analysis of consumer behavior factors. From a practical perspective, the model is oriented towards expanding the toolkit available to managers and marketers. It enables an understanding of the psychological motives attracting Chinese consumers to the luxury goods market. This understanding, in turn, facilitates the formulation of an effective strategy for introducing new items into this market.

Individual perceptions of leadership emergence in the B2B sector and its impact on perceived team sales performance

Self-managed teams are becoming more prevalent in sales. In such teams, leadership emergence plays a key role, as leaders are often not explicitly appointed but take on leadership implicitly. Previous research has focused primarily on antecedents that predict leadership emergence, paying less attention to conditions under which leadership emergence positively or negatively affects outcomes. Given the high demands placed on sales teams, understanding leadership emergence and its outcomes in the team selling context is of great importance. Using data from 185 sales team members of a business-to-business company, the authors present a conceptual framework that draws on the job demands-resources model. Results show a direct positive effect of salespeople’s individual perceptions of leadership emergence on perceived team sales performance. This effect depends heavily on perceived customer demandingness and competitive intensity. The strong practical relevance of leadership emergence in sales teams has important managerial implications.

Quiet sellers: When introversion drives salesperson performance

Introversion is commonly assumed to be disadvantageous for salespeople. This research challenges that assumption, identifying when introversion may be advantageous. We propose that when salespeople have closer relationships with other sales team members, the association between introversion and salesperson performance becomes more positive. We argue that this is because introverts in strategic network positions receive higher-quality advice and are better at listening. We further suggest that this interaction effect is strengthened when information quantity is higher, which is the case in larger teams. Network analyses of more than 260 salespeople in a direct selling context and a brick-and-mortar store context support our central assertion that introversion can be advantageous, given certain conditions. Altogether, our work extends the literature by underscoring the importance of the interplay between introversion, social networks, and network characteristics to job-related outcomes. For sales and retailing practice, our study highlights unique advantages introverted salespeople have, which have meaningful implications for firms’ hiring and personnel development practices.

Study Social Media Interconnectedness To Strategy Marketing with Internal Language Dimensions Smart Heritage Market Context : A Study Badung Market Case

Study This aim For investigate connection between strategy marketing and dimensions Language in legacy market context smart (Smart Heritage Market), with focus on the Badung Market Case . In context globalization , legacy markets like Badung Market face challenge For still relevant and competitive in the digital era. One of aspect important from legacy market transformation being “smart” is use strategy effective marketing that leverages riches culture and history of the market . Beside that , language also holds role key in build market identity , communicating values legacy , and interesting interest consumer . Studies This use approach qualitative with interview depth and observation to practice marketing and use language at Badung Market . Analysis results show that strategy successful marketing in legacy markets must consider context culture and history local , as well utilise digital technology with wise . Use proper language , fine in promotion nor interaction direct with customers , too factor important in build connection emotional and empowering market image . Study This give contribute to understanding about How strategy marketing and dimensions Language each other influence in legacy market context clever . Implications practically including recommendation for holder heritage market interests For develop strategy more marketing effective and language - based , as well utilise potency technology For increase experience consumers and promote inheritance culture in a way sustainable . Keywords : Language Dimensions , Strategy Marketing , Smart Heritage Market, Badung Market

Does Regime-Dependent Volatility Drive Dynamism in Investor Herding?

The existing literature on herding often uses the static model to test herd behaviour in the Indian market context. Hence, the objective of this paper is to investigate the dynamic herd behaviour for S&P BSE 500 from 2009-2023 using the Markov Regime Switching model. Results exhibit the occurrence of three regimes, namely, high, low, and extremely volatile regimes. Findings suggest that the Indian market moves into the order of low, high, and extreme volatility (LHC), similar to other developed countries. This has implications for investors to either exit from the market or reframe their portfolio through hedging techniques before the market enters into extreme volatility. Moreover, the results exhibit anti-herding in high and low-volatile regimes. Our study discloses the presence of herding in crashes or extremely volatile regimes, showing that Indian investors start following each other during crash-like situations. This research is significant for individual investors, portfolio managers, and stock market regulators.

The Search for Sources of Conflicts: Supply and Demand in the Labor Market

Classical approaches towards categorizing conflict within the field of social sciences may not be applicable to the labor market context because they are beyond economic theories. To the best of our knowledge, currently, neither national nor foreign literature contains any conceptual systematization of conflicts that occur during the hiring process. Such systematization would combine conflict factors at the intersection of economic, sociological, and conflict theories. The article proposes a categorization that is based on the prominent conflict theories while taking into consideration potential employment conflicts within the labor market. The proposed categorization groups market participants (supply and demand sides) and sorts conflicts by type (systemic and non-systemic conflicts). Four primary sources of conflict are identified, including market mechanisms and salary expectations (systemic conflicts), company values and human capital (non-systemic conflicts). Systemic factors of conflicts such as supply/ demand matching and wage expectations are determined by market mechanisms. These economic factors are determined by objective and predictable processes, but sociological theories of conflict are typically excluded from the aforementioned context, which can result in a biased portrayal of macroeconomic processes. In addition, the policy of a particular company and a job seeker’s expectations for a specific job position are nonsystemic, they depend on such types of factors as company values and human capital.This categorization enables early identification of the source of conflict and potential reduction of its destructive effects.

Green innovation and competitiveness: empirical evidence from Ecuadorian manufacturing

ObjetivoO objetivo desta pesquisa é explorar a inovação verde e seu papel na promoção da competitividade nas empresas manufatureiras equatorianas, com foco nas PMEs, que representam mais de 90% das unidades produtivas e da renda nacional. O sector manufatureiro no Equador regista um crescimento variável desde o início da pandemia da COVID, atraindo mais atenção tanto de profissionais, reguladores como académicos, devido à sua pegada distinta nas pessoas, nos lucros e no planeta, particularmente no contexto das economias em desenvolvimento.Desenho/metodologia/abordagemUm modelo com dois construtos de segunda ordem é desenvolvido e testado em uma amostra de 325 gestores de empresas industriais no Equador, utilizando métodos quantitativos e transversais.ResultadosApós a obtenção de métricas ajustadas e validadas, é apresentado um modelo de equações estruturais, onde é confirmada a hipótese principal, apoiando o impacto positivo da inovação verde na competitividade.Implicações práticas e sociaisA nossa investigação fornece evidências sobre como as empresas industriais que favorecem iniciativas ecologicamente inovadoras no seu planeamento a longo prazo, podem aumentar e sustentar a competitividade. Os decisores políticos poderiam então oferecer incentivos às empresas para incorporar práticas sustentáveis, com potenciais efeitos em cascata ao longo da cadeia de abastecimento, agregando competitividade aos níveis industrial e nacional.Originalidade/valorO nosso estudo visa colmatar a lacuna de conhecimento existente sobre a interação entre inovação verde e competitividade, alegando que a primeira influencia significativamente a última, num contexto de mercado emergente, com ganhos incrementais para todas as partes interessadas, conforme postulado pela teoria dos stakeholders.

AN ANALYSIS ON THE ROLE OF STOCK BROKERAGE HOUSES IN COMMUNITY DEVELOPMENT

This study investigates the role of stock brokerage houses in community development within the context of Bangladesh's capital market. Data and information are sourced from a variety of secondary sources, encompassing financial platforms like the Dhaka Stock Exchange (DSE) and Chittagong Stock Exchange (CSE), credible news websites such as Investing.com, published literature, and official reports from regulatory authorities such as the Bangladesh Bank and the Bangladesh Securities and Exchange Commission (BSEC). Quantitative data spanning the period from 2010 to 2019 are meticulously extracted from stock exchange databases as well as the IMF World Economic Outlook database. These datasets are meticulously structured and analyzed using tables, charts, and graphs. Amidst challenges such as market collapses and the COVID-19 pandemic, the resilience and growth of Bangladesh's capital market are evaluated. The results reveal that brokerage houses have a significant impact on community development in Bangladesh. For instance, the total traded volume reached Tk. 2,169,597 million in 2017, marking an 82.08% increase from the previous year. Sector-wise turnover data showed consistent investment trends, particularly in manufacturing, financials, and pharmaceuticals. These investments have led to job creation and infrastructure development, highlighting the role of brokerage houses in fostering employment and socioeconomic advancement. Additionally, the adoption of online trading platforms has driven technological advancement and financial inclusion. The findings of this study suggest that brokerage houses are crucial intermediaries in the capital market, contributing to economic growth, financial inclusion, and community development through their investment activities and corporate social responsibility initiatives.

Artificial Intelligence (AI) in Public Relations: Corporate Practices in Indonesia

The advancement of Artificial Intelligence (AI) has brought about significant changes in various industries, including public relations (PR) practices in companies. This research aims to explore the implementation of AI in corporate PR activities in Indonesia. Using a case study approach with in-depth interviews with PR practitioners from three major companies, this research reveals how AI is being used to optimise PR functions. The findings show that AI is primarily used to accelerate media and sentiment analysis, facilitate social media content management, and enhance personalisation and automation in marketing communications. However, there are still limitations to the implementation of AI due to resource constraints and regulatory factors. This research contributes to a better understanding of AI adoption in corporate PR practices in Indonesia and its future development potential. By examining real-world cases, it provides valuable insights into the opportunities and challenges associated with using AI for strategic communication efforts in an emerging market context.

Designing A Marketing Model for Pharmaceutical Products in Iraq

At the present time The Marketing in pharmaceutical products is considered as one of the important issues in marketing management; considering the importance of this issue, this research seeks to find a marketing model for pharmaceutical products in iraq. The research is in terms of the fundamental goal and in terms of the descriptive method, the analysis is obtained by using the model experts' interviews. In this research, firstly, the issue has been examined by using expert interviews, and finally, the final model of the research has been drawn. In this research, the analysis of the market context was first examined and analyzed. In fact, this problem is one of the basic concepts in the field of the final model, which includes four dimensions of customer analysis, industry analysis, environmental analysis, and analysis of colleagues. It shows the needs of the customers and the characteristics of the industry, and the environment actually shows the necessary environment for the marketing model. On the other hand, the analysis of colleagues makes the situation of the competitors to be considered, and this helps in improving marketing.