Market Theory Research Articles

Research on Strategies to Improve Digital Literacy of College Students to Enhance Employment Quality in the Intelligent Era

Abstract With the intensification of social employment pressure, the employment conflict of vocational college students has gradually shifted from quantitative to qualitative. The theoretical mechanism and path of the impact of digital literacy on the employment quality of vocational college students are explored through the combination of human capital and labor market theories in this study. In this paper, the digital literacy is used as an independent variable based on the employment quality as the dependent variable. The relevant control variable is set up, and the multivariate regression model is constructed. Finally, a questionnaire survey was conducted on college graduates in Jiangxi, and the influence and mechanism of digital literacy on the employment quality of college graduates were explored through a multiple regression analysis model. The results show that the regression coefficients of digital literacy of vocational college students are always positive, after all the control variables are included in the regression, the regression test coefficient of digital literacy level in the model (6) are, R2=5.15, P<0.001.

Embracing Social Media as Business Marketing Tool: Its Use, Opportunities, and Challenges for Micro Businesses

The purpose of this study was to analyze the use, opportunities, and challenges of micro-business marketing tools. A valuable marketing tool for micro businesses looking to engage clients and build their business. Social marketing theory aims to merge marketing ideas, principles, tools, strategies, and socially useful concepts to enhance communication and benefit society. This study used a descriptive quantitative research method, with 246 participants filling out survey questionnaires and sharing their thoughts on the usage of social media in micro-business. To provide an overview of impact assessments, a quantitative and subjective questionnaire created by the researcher was employed. Furthermore, the study found that micro-business owners strongly recognize Social media as a powerful tool for micro-business, recognizing its positive impact on business growth, cost reduction, and customer service improvement, and despite acknowledging persistent challenges such as competition and trust issues, the finding emphasizes the potential for Social media to create new opportunities.

Collusion Indicators in the GameStop Short Squeeze


 
 
 A new theory and model of the stock market that incorporates decision noise in the spirit of behavioral economics, collaboration in the spirit of experimental economics, and financial data and features in the spirit of econophysics is used to support a theory from 2005 that stock-market collusion should lower the level of stock-market decision noise - i.e., a quantitative way of seeing how traders influence each other in a stock market. This idea is used to find two rare indicators of the GameStop short squeeze – one of which occurred six days before the rapid price increase, which could have potentially reduced the over $19 billion in losses of short sellers by a significant amount. The relationship predicted by the model between temperature and aggregate volume has been validated by data from the GameStop short squeeze.
 
 

기업 콘텐츠 마케팅이 소비자 지각된 가치 및 브랜드 아이덴티티에 미치는 영향에 관한 연구

[Purpose]Nowadays, companies use content marketing to create awareness and attract more consumer brand interaction. Based on this, exploring the impact of enterprise content marketing on consumer psychology and behavior is important for companies to optimize their future marketing development strategies. This paper analyzes the impact of company content marketing on consumers’ perceived value and brand identity based on the impact of company content marketing on consumers’ perceived value and brand identity. It explores the factors influenced perceived value and brand identity of company content marketing. It also explores the moderating effect of product involvement. [Methodology]In this paper, the online questionnaire was used to collect data, and the data were analyzed using SPSS and AMOS software. [Findings]The results show that the company’s content marketing significant positively affects consumer perceived value and brand identity. It also proves the moderating effect of product involvement, for products with higher product involvement, corporate content marketing has a more substantial effect on consumers’ perceived value and brand identity. [Implications]This paper summarizes the relevant theories of company content marketing, consumer perceived value, brand identity, and product involvement, and provide useful references for enterprise development.

An Investigation on Consumer Behavior Concerning “Trendy Drink” in Islamic View

This study was aimed to determine drivers of consumer trust, satisfaction and recommendation to others regarding “Trendy Drink” Mixue Ice Cream Tea. Based on literature review, most of consumer behavior studies were investigated by a single method. Furthermore, research on consumer perspectives concerning food safety in Islamic were still limited. Hence, we extended this study using mixed method. Sampling used is purposive with characteristics Moslem, 17 years old or over and has purchased Mixue Ice Cream and tea in the outlet. Firslty, open-ended interviews were carried out to gather data amplified by second phase of data collection was online survey and the data of 234 participants were analyzed utilizing SEM-PLS. Study revealed that consumers perceived food as safe attributed to its appearance, taste, smell, certification and quality. Additionally, study uncobered that food safety and information credibility were prominent drivers of consumer behavior. This paper explored an underexposed concern on product safety in Islamic view. It contributes to the marketing field empirically, theoretically and practically by extending the implementation of food safety, source of credibility theory, and Maslow`s hierarchy of need theory in the Islamic marketing and food beverages context. Additionally, applying a mixed-method for data analysis broadened the research results` generalisability.

Behind The Sensation: The Marketing and Hidden Worries of Chayan Yuese

Nowadays, the milk tea market is vibrant, and the major milk tea brands compete to display their characteristics, attracting more and more young people to consume. Therefore, the application of marketing and promotion strategies has become an important factor in business competition. To seize market share and boost sales, enterprises must combine the environment and their own conditions to apply marketing and promotion strategies. Based on previous marketing theories, this paper takes the milk tea brand Chayan Yuese as an example, analyzes its marketing deficiencies in depth, and gives appropriate suggestions in light of the actual situation. It is concluded that Chayan Yuese, as a geographically limited milk tea brand, should strengthen its core competitiveness in terms of product differentiation, speed of product renewal, ways of promotion, and the balance between delicate service and simplified process to add additional value. This study is for the reference of researchers and similarly situated companies.

MARKET INFORMATION ACCESSIBILITY AND SUCCESSFUL COLLABORATION INNOVATION: MEDIATION EFFECT ON START-UPS SALES GROWTH

Several people turned or changed to entrepreneurs and established start-ups during COVID-19. Limited access allows them to use the network competence and access market information to improve sales growth. Therefore, this research aims to contribute to a conceptual model of market information accessibility and successful collaboration innovation to ensure start-ups achieve superior sales growth. The analysis results with SEM-AMOS using the normality test resulted in 192 start-ups in Indonesia from the initial data of 280. The results showed that the level of suitability (significant) meets all the requirements and supports the hypothesis. However, market information accessibility and successful collaboration innovation play an important role in mediating the relationship between network competence and sales growth. This research contributes to the body of knowledge in the development of relational marketing theory. Moreover, start-ups’ actors need fast adaptation because their business lasts longer by seeking access to information and collaboration innovation.

Marketing and marketing activities: current state of the problem

The article analyzes the modern problems of marketing and marketing activity. Relying on classic, well-known and recent scientific studies in this area, a review of literary sources, both domestic and foreign specialists in this area, was performed. It examines what strategies and approaches in marketing activities are relevant in today's market, including the use of digital technologies, personalization, environmental responsibility and other factors. The main challenges and problems faced by companies in the field of marketing are analyzed, such as increased competition, changes in consumer behavior, extraordinary circumstances arising from the pandemic, etc. It highlights what opportunities open up for marketing thanks to modern technologies and trends, and what strategies can help companies solve complex tasks. It was concluded that marketing is a discipline that largely integrates the work of economic theory and management and can be used for the development of the construction industry. The roots of marketing come from microeconomics, and the classical theory of marketing is among the main sciences about the enterprise, dealing with practical aspects of business functioning.
 The essence of marketing orientation boils down to the conduct of such activities, which, on the one hand, are able to ensure the realization of the company's goals and profit, and on the other hand, to satisfy the needs of partners and maintain good relations with them.
 Researching the current state and problems of marketing is an urgent task for practitioners and researchers focused on successful business. The research can be a theoretical basis for construction companies of various sizes and forms of ownership, as well as development enterprises when forming a system of marketing measures for the development of the company, entering new markets and choosing new tools that will contribute to further development.

Is Institutional Ownership Socially Responsible? Perspectives from Heterogeneity and Stability of Institutional Ownership

This study examines the relationship between institutional ownership and the corporate social responsibility (CSR) performance of companies in India. Referring to social market theory, the free cash flow theory of agency costs and the institutional theory of CSR, this study hypothesized a positive association between institutional ownership and CSR performance (CSP). It empirically tested the hypothesis on a sample of 814 firm-years from 2010 to 2019. The findings reveal a significantly positive association between institutional ownership persistence and CSP. The robustness of the findings is tested against the heterogeneity of institutional ownership, namely, domestic and foreign institutional ownership, with reference to the ‘hometown advantage hypothesis’ and ‘global investor hypothesis’. Domestic institutional ownership significantly impacts CSP in line with the ‘hometown advantage hypothesis’; meanwhile, the significant influence of foreign institutional ownership on CSR aligns with the ‘global investor hypothesis’.

DIGITAL BANKING STOCK PERFORMANCE: THE IMPACT OF COVID-19

The Covid-19 pandemic has catalyzed a dramatic change in entire banking operations. However, not a few banks have transformed into digital banks to continue providing top services to customers. This study aims to identify Indonesia's banking market reaction to the Covid-19 pandemic especially for digital banking industries. The market reaction is seen from the movement in stock prices and stock trading volumes. The research was conducted using qualitative research methods. The sample is PT Bank Jago Tbk. (ARTO) with observation period from January 2020 to December 2021. The results of this study indicate that the market reacts to information entering the market quickly. The speed of information entering the market also accelerates market reactions that occur. The market reacts negatively to negative events and reacts positively to positive events. In addition to confirming the efficient market theory, the results of this study also confirm the signal theory. The president's announcement of the first case of Covid-19 in Indonesia is a bad signal for investors regarding cash flow and the company's future. This study also found that stock prices and volume did not only react to Covid- 19 conditions but also corporate actions. Several corporate actions that have an impact on price movements and volume of ARTO stocks are the issuance of rights issues, changes in the company's business processes, and the entry of the new investors. Based on the results of this study, investors in the stock market can pay attention to certain events that can provide buy or sell signals.

How the Marketing Thought Evolved – A Brief Analysis of Marketing Literature

Abstract The fast-paced development and evolution of the marketing concept in the last decade has generated the need to delve into the past to understand the future. Therefore, the current paper aims to bring forth a better understanding of the evolution of the concept of marketing thought, while doing a bibliometric analysis on the papers that mention the term “marketing thought” in their title and / or abstract. The findings of the literature review as well as the results of the analysis are representing a starting point in the process of continuing the research undertaken by authors in the 20th century and, thus providing a starting point in the development of new marketing theories on the evolution of the marketing thought in a time governed by the internet, social media, artificial intelligence, or online consumer behaviour.

The Market Efficiency in the Significant Events/Global Events: A Review of Empirical Research

The efficient market hypothesis is a significant theory widely applied in modern economic and financial research about the impact of sudden global emergencies on various markets. Investigating the influence of the Efficient Market Hypothesis on public contingencies can augment the understanding of market behavior and investors decision-making processes. This could enable anticipating market trends and risks, facilitating prudent investment activities. This study examines the empirical research through the methodology chosen, application, and comparison of conclusions to summarize the effects of the crisis on financial market efficiency within a theoretical analysis framework. This study explores the different methodologies and results of research that test market efficiency in response to events impacting economic performance. As market theory evolves, increasingly refined models are being used, leading to more precise measurements of event effects on markets and better forecasting of market impact for effective decision-making.

Contemporary challenges of consumption: a Kafkaesque and critical marketing perspective

Abstract Purpose Markets are sites of collaboration as well as contestation between their various actors, including firms and consumers. In this respect, a narrative that consumers are more empowered than ever has been in vogue. Drawing from Kafka’s literature and philosophy and the paradigm of critical marketing, this paper argues for a broadened perspective. Design/methodology/approach Using a selective and exploratory-review approach, six dimensions of the state of today’s consumer emerge. These are subsequently assessed and developed as manifestations challenging the empowerment thesis. Findings The depiction of intense subjugation in Kafka’s fiction and the lack of agency his characters portray furnish narrative frames to view the paradoxical state of contemporary consumption. Specifically, consumer choice and sovereignty, service failures and recoveries, privacy concerns, the capitalist nexus, transformation in service provisioning modes, and frontline employees’ lowered stakes comprise six analytical frames of consumers’ lives that depict their paradoxical simultaneity of empowerment and entrapment. Originality/value The work contributes to critical marketing theory in particular and critical philosophy in general. Specifically, the proposed framework of consumption challenges depicted herein can serve as a mid-range theoretical taxonomy. The exemplar states highlighted reveal managerial and policy challenges.

A model of the strategic potential of an enterprise as an object of strategic marketing

Subject. The formation of enterprise’s strategic potential requires a scientific justification of its content due to the complexity of this category. At the same time, multiple approaches in determining the essence, structure of enterprise's potential, and ways of its mathematical formalization do not provide a sufficiently legitimate semantic and mathematical interpretation of the enterprise's potential model as an object of strategic marketing. Objectives. The study aims to develop a hierarchical model of enterprise’s potential, based on the definition of the object of strategic marketing in the implementation of the marketing concept of advanced development. This will form an effective strategy for enterprise development under conditions of permanent development of the market environment. Methods. The study rests on the theory of marketing and strategic management. Research methods include qualitative and functional analysis of economic categories. Results. The paper underpins the use of the category of enterprise’s strategic potential as an object of strategic marketing management. We applied a functional approach to build a hierarchical structure of strategic potential. The hierarchical model has three levels: main functional tasks (production and marketing), applied local potentials (technical, innovative, organizational, and investment), and resource potential. Conclusions. The model of enterprise’s strategic potential is essential for successful implementation of the management function of strategic marketing within the concept of marketing of advanced development, to build the strategic potential of the enterprise. Defining an interaction of local potentials of the enterprise will enable to accurately determine the object and type of managerial impact, as well as the targets of strategic development.

Research on the High-quality Development Path of Asian Tourism under the New Type of Operation: Take Global Famous Cruise Brand America Princess Cruise Company as an Example

Purpose - The purpose of this paper is to explore the existing problems of the Asian Cruise Service Quality. Based on the relationship between customer participation , customer service personal value and customer loyalty, this paper expounds on how European and American cruise companies can improve customer loyalty by enhancing “customers’ personal value perception to realize the harmony and unity of the enterprises’ profits and social benefits.
 Design/Methodology/Approach - Based on marketing, the paper studies the low service quality problems of Asian cruise companies. Based on the case analysis and the marketing theories regarding Service-dominant Logic, Customer Value Theory, Customer Loyalty Theory, taking Amercian Princess Cruise company as an example, found the main problems of Asian cruise companies: Low customer loyalty and poor customer experience. Therefore, we make three suggestions.
 Findings - This paper analyses the promotion path of Carnival Cruise Line, which includes powerful cultural values, surprise service, zero burdens etc. to promote the customer’s personal value perception, therefore obtain the loyalty of the customers. The above empirical research results uncover the relationship among customer participation, personal service value, and customer loyalty, and customers’ participation always helps to strengthen their loyalty (Dubé and Renaghan, 2000; Guo Anxi et al., 2013; Kashyap and Bojanic, 2000; Williams and Soutar, 2009).
 Research Implications - In the management of this paper, this study has significance in improving the development of Asian tourism, improving user experience and service quality which will also provide a reference for other “scholars’ follow-up research

The influence of servicescape on behavioral intentions of customers in hospitals post the COVID-19 pandemic

PurposeBased on the stimuli-organism-response model and relationship marketing theory, the effect of different dimensions of Servicescape (Ambience, Cleanliness, Functionality, Spatial Layout, Employee Service Quality) on Customer Satisfaction and Behavioral Intention in hospitals during the COVID-19 pandemic are considered.Design/methodology/approachThe study takes a quantitative approach, applying structural equation model using partial least square structural equation modeling to test the hypotheses. A total of 360 responses were collected using questionnaires distributed to different individuals who visited private hospitals in the past two months in India.FindingsContradicting previous research, this study found that among servicescape dimensions, employee service quality had the maximum influence on customer satisfaction and cleanliness does not have any significant impact on customer satisfaction as hypothesized. Mediation results show that customer satisfaction has a partial mediation effect for all servicescape dimensions except ambience, as both direct and indirect effects are significant. Importance-performance map analysis was performed on the responses collected, and it was found that employee service quality is the most important dimension affecting servicescape, followed by functionality and spatial layout. Thus, health-care institutions should focus on these factors to keep their customers satisfied.Originality/valuePast studies have focused on the roles of servicescape and customer satisfaction separately. The authors have extended the literature by examining the combined effects of both servicescape and customer satisfaction. The findings from the study, therefore, help in developing a deeper understanding of the literature on the behavior intention relationship in the context of health care, as well as in service marketing.

ACCEPTANCE OF INNOVATIVE MARKETING SOLUTIONS ON FOOD INDUSTRY ENTERPRISES

Applications of innovative marketing theory testify that all types of innovations the influence and improve the constituents of marketing complex of the enterprise. Classic concepts of “marketing” and “innovations” indissolubly connected and co-operate with each other. There is a requirement in the acceptance of self-proved and economically reasonable innovative marketing decisions of the enterprise, that assist the increase of competitiveness, providing of innovative development, increase of economic efficiency, activity effectiveness of the enterprises. It is the vital problem for the enterprises of food industry that actively carry on innovative activity, searching and realization of administrative decisions that provide competitive edges at high-competition market of food products. Food science actively develops different directions of marketing complex, namely: commodity politics (Product) ‒ is based on producing of products of the special setting: dietary curative/prophylactic food, food for sports children, elderly people, pregnant women and others like that; pricing (Price) is taken into account monitoring of prices in trade networks, analysis of modern market conditions and prices on the analogical and new products of competitors; channels of sale (Place), elimination of unnecessary chains (mediators) due to the production of goods under the own trade on the order of large retail networks; communication politics (Promotion) includes trend-setting, WOM-technology, buzz-marketing, event-marketing, product placement, life-placement, provocative marketing, entertainment marketing, flash mob, teaser and other. Distribution on traditional and innovative approaches in the system of marketing enterprises that result to introduction of new types of marketing (lateral, virtual, partisan, client-oriented, viral, neuromarketing and others like that) is presented. Examples of application of these types of marketing are made in the well-known brands of companies that assisted to the increase of incomes, and for the ground of expediency of their introduction and development on the enterprises of food industry.

The influence of economic factors on the formation and development of banking law in the Austrian monarchy (second half of the 18th - mid-19th centuries)

The article analyzes the influence of economic factors on the formation and development of banking law in the Austrian monarchy (second half of the 18th - mid-19th centuries). It is noted that at the beginning of the 18th century. Austria was an agrarian country with a typical medieval economy, unadapted to changing realities, with weak fiscal and tax systems. The lack of reforms, excessive spending on the army, low tax revenues led to a constant increase in debt. The emerging situation forced the Austrian imperial court to seek answers to complex economic issues.
 It was established that the solution to the economic problems of the state took place within the framework of scientific discussions of the Austrian economic school, the roots of which go back to the 15th century. At first, its representatives were mainly Dominicans and Jesuits, teachers of theology in universities, who were the main centers of philosophical thought of that time. They substantiated cause-and-effect relationships, discovered and explained the laws of supply and demand, the causes of inflation, the subjective nature of economic value, etc. Austrian economists were defenders of property rights and free trade, and opposed price controls and restrictions that stifled entrepreneurship. The huge number of monetary transactions carried out on the Austrian market could not be fully regulated if the money accumulated by banks through deposits was not used.
 Itis shown that one of theimportant achievements of economists of the XVII-XVIII centuries. the introduction of a dynamic concept of competition, which is understood as an entrepreneurial process of rivalry, which moves the market and accelerates the development of civilization. This idea formed the basis of the Austrian market theory. Another fundamental element of Austrian economic thought was the principle of time superiority, according to which present goods, other things being equal, are valued higher than future ones.
 It was determined that banking activity in the Austrian monarchy was determined by the economic situation and directly depended on the political situation. The numerous wars that Austria waged during the period under study had a negative impact on the country's financial condition, forcing the government to take loans both from other states and from its own rich citizens. The period of the middle of the XVIII - the beginning of the XIX centuries. in the Habsburg monarchy was characterized by the instability of the financial system and the banking sector in particular. At that time, the regulation of the legal foundations of banking activity and the creation of the National Bank of Austria, designed to promote financial stability and economic development, occurred. However, the banking legislation had a number of shortcomings, the elimination of which fell on the second half of the 19th century.

Development of a product quality improvement strategy

In modern competitive conditions, product quality is becoming one of the main indicators that users pay attention to when choosing a product. Thus, it is relevant to analyse the process of forming a high-quality production strategy. The purpose of this study is to analyse the methods of forming a strategy for improving product quality based on examples of individual companies. The main research methods used in the study were: analysis, forecasting, historical, etc. The paper examines certain methods of product quality management, namely: Lean Management, Six Sigma, Theory of Constraints, and Total Quality Management. Their features, purpose of use, and implementation stages were outlined. In particular, it was shown that the main goal of Lean Management is to reduce time and costs to ensure high quality standards, while Total Quality Management is more focused on investigating customer preferences and optimising the internal motivations of company employees. Thus, it was concluded that each of the methods can be used by different companies at different times and lead to different performance indicators. This indicates the relevance and necessity of conducting separate research by the company's managers to choose the approach that will be most effective for them. In addition, the implementation of these methods in individual enterprises was evaluated, and the problems and advantages that were obtained from them were described. The conducted research brings new knowledge to the theory of marketing, and its conclusions can be used by companies in practice, for example, during the process of creating their own competitive strategy in the market

Communication for Social and Behaviour Change: A Case Study of Puppetry Animation in Kenya.

The COVID-19 pandemic has claimed over six million lives worldwide (Ritchie, 2022). In Kenya, more than three hundred thousand lives have been lost (Ministry of Health, 2022). Prevention has been the main focus. This has necessitated behaviour change. The government, non-governmental organisations, and private agencies set out to find Social and Behaviour Change Communication (SBCC) strategies at the start of the pandemic. Different strategies received different types of feedback. One strategy that has been proven time and time again to be effective in mass communication and education while entertaining is puppetry. It was, however, only partially utilised. This research sought to explore communication for social and behaviour change communication and how it was applied to curb the spread of COVID 19 using a case study of puppetry in Kenya. It attempted to answer the following questions: What types of puppets were used in Kenya for social and behaviour change communication? Which advocacy messages were communicated for social and behaviour change using puppetry? How was puppetry used for social mobilisation for social and behaviour change communication? What factors hindered puppetry's use for social and behaviour change communication? The theoretical base of this research was informed by the health belief model, which provides a framework for designing messaging that targets perceived barriers, benefits, self-efficacy, and threats; the social learning theory, which explains how behaviour is learned through observation; and the social marketing theory, which provides a framework for how behaviour change messages are designed using marketing principles. This study used a qualitative research design. It analysed past studies to give a framework and then used interviews and observation to collect current data by observation and key informant interviews for thematic analysis. The population chosen for this study was all the puppet shows created, digitally recorded, and aired for SBCC to communicate behaviour change as a prevention measure against COVID-19. For this research, the Dr Pamoja show was purposely chosen as the sample as it met all the criteria for this study. Coding was used for thematic analysis of the collected puppetry video samples from the Dr Pamoja show produced by Project hand up to communicate SBCC against COVID-19. The codes were derived using the deductive approach, and the show analysed both the latent and the semantic. The gaps in the data were informed by Key informants, including the Dr Pamoja show’s director, an AMREF representative, sixteen (16) puppeteers, a community leader, a health representative, and ten (10) parents. After collecting and analysing the data, findings showed that the main types of puppets used are glove puppets, and puppetry remains an effective tool for social and behavioural change communication in Kenya. It was found to be efficient in communicating advocacy messages through influence, persuasion, and social marketing, and also in social mobilisation at both the community level and national level by promoting health messaging that is personalised, normative, and identity-relevant and relies on people’s connections and sense of accountability. The data also showed that episodes translated to Kiswahili and Kikuyu were more popular than the other languages. It is, however, faced with social challenges such as perception, motivation, cultural, psychological, and production challenges such as financing. The study recommends better utilisation of puppetry for SBCC and incorporation of puppetry in communication by the government, non-governmental organisations, and mainstream media. It further recommends that further research be conducted on memory retention of new behaviours learned from puppetry, gender issues in puppetry, and the use of puppetry in other areas such as therapy, play, and education.