Effective Marketing Research Articles

The Application of Digital Media in Sports Event Marketing

The Application of Digital Media in Sports Event Marketing

Social Media Communication Strategy and User Behavior Analysis of Film IP from a Cross-cultural Perspective

This paper uses the live-action film "Barbie" as an example to explore the strategies and analysis of user behavior in the social media communication of film intellectual property (IP) from a cross-cultural perspective. First, it introduces the concept and characteristics of social media marketing, including establishing marketing points and trust, sharing content with readers, and building interactive relationships with customers. Next, it analyzes the current situation and characteristics of film marketing and summarizes the development stages of film marketing. Then, it proposes social media marketing strategies based on the film's content, the audience, and the business model, including topic marketing, event marketing, word-of-mouth marketing, and emotional marketing. In addition, it explores the problems faced by film social media marketing. It puts forward corresponding countermeasures, such as innovation in marketing models, integration of online resources, and rational planning of market schedules. Finally, it summarizes this research's primary results, innovations, and prospects for future research directions. This study is significant for film IP's social media communication strategies and user behavior analysis, providing valuable references for the film industry.

Market Consequences of Sovereign Accounting Errors

This paper investigates the market consequences of sovereign accounting errors, opening a new area of research on sovereign accounting quality in the accounting literature. Eurostat, a division of the European Commission, provides semiannual assessments of financial reports produced by the member states of the European Union (EU) and issues reservations that detail financial reporting errors. Using a sample of Eurostat reservation issuances across 28 EU countries from 2004 to 2018, we find that sovereign bond yields abnormally increase during a reservation announcement window, especially when a reservation explicitly mentions deficit or debt, when it quantifies the extent of the errors’ financial impact, or when the errors relate to recent fiscal data. Consistent with a home bias after the release of negative news, we find that domestic holdings of sovereign debt increase after the issuance of a reservation. Overall, our evidence suggests that sovereign accounting errors have significant market consequences and raises further questions for future research in sovereign accounting quality. This paper was accepted by Ranjani Krishnan, accounting. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2023.00724 .

Audience selection for maximizing social influence

AbstractViral marketing campaigns target primarily those individuals who are central in social networks and hence have social influence. Marketing events, however, may attract diverse audience. Despite the importance of event marketing, the influence of heterogeneous target groups is not well understood yet. In this paper, we define the Audience Selection (AS) problem in which different sets of agents need to be evaluated and compared based on their social influence. A typical application of Audience selection is choosing locations for a series of marketing events. The Audience selection problem is different from the well-known Influence Maximization (IM) problem in two aspects. Firstly, it deals with sets rather than nodes. Secondly, the sets are diverse, composed by a mixture of influential and ordinary agents. Thus, Audience selection needs to assess the contribution of ordinary agents too, while IM only aims to find top spreaders. We provide a systemic test for ranking influence measures in the Audience Selection problem based on node sampling and on a novel statistical method, the Sum of Ranking Differences. Using a Linear Threshold diffusion model on two online social networks, we evaluate eight network measures of social influence. We demonstrate that the statistical assessment of these influence measures is remarkably different in the Audience Selection problem, when low-ranked individuals are present, from the IM problem, when we focus on the algorithm’s top choices exclusively.

Properties of the reconciled distributions for Gaussian and count forecasts

Reconciliation enforces coherence between hierarchical forecasts, in order to satisfy a set of linear constraints. While most works focus on the reconciliation of point forecasts, we consider probabilistic reconciliation and we analyze the properties of distributions reconciled via conditioning. We provide a formal analysis of the variance of the reconciled distribution, treating the case of Gaussian and count forecasts separately. We also study the reconciled upper mean in the case of one-level hierarchies, again treating Gaussian and count forecasts separately. We then show experiments on the reconciliation of intermittent time series related to the count of extreme market events. The experiments confirm our theoretical results and show that reconciliation largely improves the performance of probabilistic forecasting.

Valorisation of Forest and Agriculture Residual Biomass—The Application of Life Cycle Assessment to Analyse Composting, Mulching, and Energetic Valorisation Strategies

The treatment of agricultural and forest residues (AFRs) has become an important issue nowadays, both to avoid improper management and for their enhancement. In the study area of Viseu (Portugal), the AFRs are taken to a Residual Biomass Collection Centre. These are valorised in a Biomass Power Plant to produce electricity. Two further processes could be implemented to valorise this biomass: mulching and composting. This study aims to understand the best strategy to enhance this type of biomass residual considering their environmental performance. The Life Cycle Assessment (LCA) was applied considering a cradle-to-grave approach. Different processes of all the technologies were analysed, and the data collected enabled a comparison of 11 environmental impact categories. The results show that composting is the best alternative, except for global warming and ozone layer depletion, and energy valorisation has the greatest impact on five of the considered categories. In the three processes, impacts are mainly associated with the production and shredding phases of the residual biomass, rather than the transportation stages, due to the short distances covered. In all cases, the value of the final product generates market consequences in terms of electricity and fertiliser production. In line with the aim of the study, its outcomes may provide scientific support to local decision makers in defining best practices in the management of the AFRs.

Demand and Supply: A Case Study of Meat Price Fluctuations at Pasar Baru-Jayapura Ahead of Hari Raya

December marks the end of the month with a vivid array of bustling activities and market events that significantly stand out. This market activity is influenced by the Christmas and New Year's moments, leading to a surge in demand for chicken and pork in Jayapura, Papua. The purpose of this research is to analyze the fluctuation patterns of chicken and pork prices and their contributing factors. The applied method in this study is a qualitative descriptive method using data collection techniques through interviews and document analysis of the ledger books of chicken and pork traders in Pasar Baru, Jayapura, Papua. The interview technique involves in-depth interviews with a sample of 3 chicken traders and 2 pork traders, accompanied by recording techniques. The interview results are then recorded or transcribed by converting oral text into written form. The transcribed results are further processed using the reduction technique, eliminating irrelevant text and grouping selected text for presentation as presentation data to be analyzed using domain analysis. Meanwhile, document analysis is conducted to categorize three income or debit sections based on the time of sale classification, namely early December, approaching Christmas and New Year, and post-New Year. The research results indicate that factors influencing price fluctuations are production factors and the quality of chicken and pork products, local cultural intervention factors, marketing strategy and management factors, consumer purchasing power or consumer behavior, and market nature or demand factors. Document analysis shows a significant increase in demand leading up to Christmas and New Year's Day, adhering to the law of supply and demand in direct proportion.

ВПЛИВ БРЕНД-МАРКЕТИНГУ НА СПОЖИВАЧІВ

Brand marketing is a key element of a modern business strategy that is constantly being improved. It is aimed at increasing brand awareness and influencing the company's potential customers, their choice and their perception of a product or service. The presented topic is relevant because during the active competition in the market, companies, thanks to brand marketing, and, accordingly, business strategies, are looking for new successful ways to attract potential customers who will become permanent in the future. The purpose of this study is to study, analyze and determine the effectiveness of brand marketing on potential customers in a competitive environment. The research method uses the analysis and comparison of the presented business strategies of brand marketing, which uses the collection and processing of feedback, impressions and reactions of customers to the marketing campaigns of the enterprise, namely: popular social networks, e-mail, websites, etc. The results of our marketing research indicate a significant impact of brand marketing on potential customers. Increased customer loyalty, sales growth, and a significant increase in the company's profitability are all signs of a premium, distinctive, high-quality brand and its positioning in the market. The practical value of this article is that it provides all available and important information on the proper application of brand marketing for the successful achievement of the company's marketing goals to find and retain potential customers. Marketing research notes and draws attention to brand awareness, enhancing its image and credibility, which is trusted by potential buyers. An additional aspect is that the company regularly participates in various marketing events and competitions that are also aimed at increasing brand awareness. It is worth emphasizing that brand marketing is an important part of a modern business strategy aimed at increasing the company's brand awareness and influence on potential consumers through marketing campaigns. Also, it is worth noting that the practical value lies in understanding the importance of investing in the development and continuous improvement of the company, improving and maintaining it for greater brand awareness, to capture market leadership positions. Marketing research recognizes and pays attention to brand awareness, enhancing its image and credibility, which is trusted by potential buyers. An additional aspect is that the company regularly participates in various marketing events and competitions that are also aimed at increasing brand awareness. Thus, it is worth emphasizing that brand marketing is an important part of a modern business strategy aimed at increasing the company's brand awareness and influence on potential consumers through marketing campaigns.

Small audit firms’ public market exits, business model changes, and market consequences

Small audit firms’ public market exits, business model changes, and market consequences

Labor Market Consequences of Pay Transparency: Evidence from the Initial Pay Ratio Disclosure

Labor Market Consequences of Pay Transparency: Evidence from the Initial Pay Ratio Disclosure

Labor Market Consequences of Grandparenthood

Labor Market Consequences of Grandparenthood

The Labor Market Consequences of Student Loan Forbearance

The Labor Market Consequences of Student Loan Forbearance

ФИНАНСИРОВАНИЕ СОБЫТИЙНОЙ ДЕЯТЕЛЬНОСТИ НА РЕГИОНАЛЬНОМ УРОВНЕ: ФОРМЫ И МЕХАНИЗМЫ ПОДДЕРЖКИ

The author examines the state of the event market in Russia in the post-pandemic period; describes the groups of sources of funding for event events that exist in the country; systematizes forms of support for event activities from the state; provides a systematic list of public and private projects to finance event activities in the socio-cultural sphere. In the article, the author proposes and describes a new model of interaction between executive authorities and business in the field of supporting event events at the regional level.

PESTLE Analysis and Sustainable Event Marketing - Evidences from Mount Kinabalu International Climbathon Destination, Borneo

As an industry practitioner, this research strives to explore and engage in intellectual discourse on the current theoretical paradigm practice of sustainable marketing efficiency strategy design for tourism, hospitality establishments, and event staging from the viewpoints of Destination management organisations (DMOs). Critically, this industry-academic writing is committed to contributing to a better interpretation and, possibly, an assessment of the current marketing principle application by highlighting a potential gap between theory (academic) and practice (industry), accompanied by recommendations on holistic marketing, thereby bridging between conventional and sustainable marketing. A systematic qualitative review using explorative content analysis combined with PESTLE feasibility studies of the destination. Approximately 60 journals, book chapters, and relevant newspaper topics, including pertinent literatures, were screened for analysis. The PESTLE approach to DMOs marketing covers direction, product, service, positioning, branding, and niche segmentation. It also explores Muslim-friendly marketing ideas and their role in compelling destination and event hospitality management. The findings provide analytical perspectives of future hallmarks events for developing countries. Furthermore, it presents a distinct and explicit sustainable marketing policy for event marketers, event organisers, DMOs, and relevant bodies to embed sustainable marketing strategy execution in the event hospitality segment. Additionally, it includes an illustration of a sustainable framework for the future Mount Kinabalu International Climbathon (MKIC) event, recommended to the respective DMOs and event organisers.Keywords: Sustainable Marketing Plan; Marketing Design; Destination Management Organisations DMOs; Mount Kinabalu International Climbathon Event (MKIC); PESTLE analysis.

Конкуренция на рынке продуктов индустрии спорта

The global sports industry is today a large sector of the global economy, which is dynamically developing in the face of competition from numerous sports organizations, as well as various business representatives and popular media. The article analyzes the main products of the sports industry (a sports event and a sports and wellness service), gives a general real picture of the sports industry market, taking into account both various manufacturers and consumers of these products. Each product of the sports industry has its own characteristics, taking into account the development of various segments of the industry (professional and mass sports, youth sports and fitness industries). Within the framework of the conducted research, specific elements of the competitive strategy of various manufacturers of the sports industry have been identified, taking into account the characteristics of the products of this industry. The authors note the emergence of digital sports (e-sports, sports programming, fidgital sports, etc.), which significantly affects the competition of the sports events market. Competition in the sports and wellness services market is associated with the development of entrepreneurial activity in mass and youth sports, as well as in the fitness industry. The article shows how competition in the sports industry is developing today, how the competitive environment is being formed and for which products consumers of the industry are competing. The presented article shows the level of development of the competitive environment in the sports industry.

Utilizing event marketing techniques in banking activities

clientele. Banking marketing, with its unique attributes, stands as a distinctive domain within the broader spectrum of marketing. In an era where banks primarily offer uniform services, competition among them has intensified substantially, necessitating a shift towards maximum customer-centricity and the application of marketing concepts. This research aims to investigate the theoretical and methodological underpinnings and formulate practical recommendations for enhancing the marketing support of banks, facilitating effective functioning, and establishing a diagnostic framework for assessing the utilization of marketing tools. The core tasks include a comprehensive examination and synthesis of the theoretical foundations of event marketing as a banking marketing instrument in the context of globalization and an analysis of the marketing activities of PJSC "PrivatBank" with subsequent recommendations for refining the management of its event marketing endeavors.
 In the current landscape, banks face multifarious challenges, including the repercussions of financial crises eroding client trust. The imperative lies in resuscitating the image of Ukrainian banks and enhancing marketing strategies that encompass a significant portion of the domestic banking sector's activities. These imperatives are increasingly pertinent due to factors such as limitations on price competition, internationalization of economic processes, adoption of foreign banks' products in Ukraine, and the proliferation of information technologies, expanding the purview of banking institutions' operations. To address emerging challenges, banks intensify their marketing efforts, focusing on refining products and services, developing new products, expanding customer relationship programs, monitoring competitors' activities, and fostering a marketing culture.
 Banking marketing risks are systemic functional threats linked to a bank's positioning in the market environment, and the efficacy of banking systems' functioning hinges on the ability to proactively respond to potential threats. The collection, processing, and analysis of information regarding prior experiences in marketing support of banking activities, as well as monitoring and forecasting threats and indicators affecting banking security, fall within the methods employed to safeguard operations.
 In summary, the utilization of event marketing techniques in banking activities assumes paramount significance in contemporary times, addressing heightened competition and customer trust as pivotal concerns. This endeavor offers the opportunity to refine marketing strategies, capture customer attention, and enhance the efficiency of banking operations.

Reaching the Consumers: Pampers Integrated Marketing Communication Strategies

With the continuous enhancement of the standard of living, customers are more and more selective in baby care products. To stand out from other brands and maintain long-term connections with consumers, many companies have taken advantage of various marketing tools. This paper mainly focuses on the brand Pampers and the integrated marketing communication tools used by it. The goal is to analyze and evaluate IMCs effectiveness in helping Pampers achieve a close relationship with its customers. This paper employs thematic analysis to study the cases of Pampers marketing campaigns in three dimensions: digital content marketing, cause marketing, and event marketing. The qualitative data mainly comes from research journal articles from diverse databases including Google Scholar and ProQuest One Business. The result of this paper shows that as a consequence of integrating the three main marketing strategies IMC can efficiently build tight connections between brands and customers through increasing interactive engagement, appealing emotional resonance, and delivering shared values.

Impact of Social Media Marketing on Purchase Intention: The Moderating Role of Perceived Enjoyment

The purpose of this study is to the effect of social media marketing on the purchase intention as the mediating role of perceive enjoyment. This study used the Theory of Planned Behavior (TPB) to examine the variables that influenced participants’ decisions about whether or not to buy tickets to events using social networking sites. This study presented an online survey disseminated through social media based on TPB, using a quantitative research approach. Controllers of events pages on Facebook, Twitter, and Instagram formed the sample population of the study. Convenience sampling technique use for this study and select ample of N= 125. The review showed that all research protocols were accepted. Among all the independent variables of event fans intention, event fans behavior EWOM and brand loyalty had a significant positive effect on the dependent variable of intention to purchase event tickets. This study provided statistical support for the performance of the TPB when it comes to event marketing and social media activities. This suggests a deeper understanding of rational decision-making and social influences in the formation of behavioral intentions and intentions. The model also included a component of subjective pleasure. While there was perceived interest, the event’s social media pages were well received. This emphasizes the importance of presenting information and content in an engaging and simple way. When it comes to promoting events, perceived enjoyment seems to be an important influence. This highlights the need to create a great user experience for the product page, emphasizing customer feedback, information sharing through their engaging product-related stories and experiences between social media, for customers connect, communicate, share with their friends and help, that’s a brand new marketing strategy. Event marketers should use social media to help create, promote and organize events. If the marketing goal is to spark broad interest in the event, social media is a great way to reach a core group of customers, members and donors.

ABOUT THE IMPORTANCE AND BENEFITS OF EVENT MARKETING

In today's environment, where consumers have a wide range of information available to them, it is important for companies to use more effective and flexible approaches to the market. Modern information technology helps the marketer to be closer to the buyer than in the past and to understand the customer's needs and desires well. In addition, marketers need to have a good understanding of the capabilities and benefits of different marketing communication tools and media channels. In today's competitive environment, it is becoming increasingly important for companies to use incentives that are better suited to today's targeted strategies. Effective marketing communications play an important role in a company's success in the marketplace. It is important in creating an impression of the company and its brands. Events help companies to achieve this goal. The purpose of this paper is to summarise and present the main benefits that companies can achieve through the intelligent use of events. Events are used by many companies to impress other people. And companies can gain their favour by making a great impression on the public. Thus, event marketing influences consumer attitudes towards different brands, consumer behaviour and stimulates purchases. An important question is when and how special events will be implemented. Their proper planning, organisation and execution will bring the company high recognition and economic benefits. Methodology. Secondary data was used in the course of writing this article. Modern scientific works of scientists and researchers were studied, and information was searched for using Internet sources. The paper examines modern forms of event marketing, individual approaches to work in this area and aspects of its development. Research results. Based on various reliable sources of information, a clear picture of the current situation in Georgia in this area was created. It has been found that companies do not use measures with the frequency that would bring them high results. They use only certain approaches. The paper examines the conceptual aspects of event marketing, analyses the definitions and opinions of various scientists and specialists in this area. Practical implications. The article discusses the risks and problems associated with the implementation of events, and presents a number of conclusions and recommendations to improve the efficiency of the use of events.

Minority shareholder activism and its ex-ante monitoring role in corporate M&A decisions: Evidence from China

Minority shareholder protection is especially important in countries with weak institutions. Prior studies indicate that social media facilitates minority shareholder activism by connecting otherwise isolated individual shareholders and increasing their bargaining power against the controlling shareholders. Whereas prior studies focus on the ex-post monitoring role of social media in corporate governance, we investigate whether and how minority shareholder social media engagement could deter insiders' entrenchment incentives in an ex-ante fashion. Specifically, using high merger premiums and private placement financing as proxies for activities that reflect insider entrenchment incentives in M&As, we find that greater social media engagement lowers M&A premiums and the likelihood of using private placement to benefit the controlling shareholders. This result holds after we control for the governance role of conventional media or analyst coverage, and institutional investors. Our mechanism analysis reveals that the effectiveness of social media in curbing entrenchment incentives in M&A is conditional on the perceived capital market consequences and the perceived likelihood of proposal vetoes. Further analysis shows that minority shareholder activism plays a greater role in curbing entrenchment in M&As when the minority shareholder sentiment expressed on social media is more negative and is more M&A-specific, as well as when social media facilitates higher quality discussions following an exogenous regulatory shock. We also find that minority shareholder activism is associated with better M&A performance. Our study highlights the ex-ante governance role of minority shareholder activism in weak institutions and informs regulators on the critical need to provide a platform for minority shareholders to effectively voice their concerns.