Market Theory Research Articles

A Theory of Non-Coasean Labor Markets

A Theory of Non-Coasean Labor Markets

Review of Theories Applied in Artificial Intelligence Service

This paper mainly combs the literature of core publications in the field of Artificial Intelligence Service. It summarizes customer behaviour in the context of service intelligence and discusses the changes of the traditional theory of service marketing under the background of artificial intelligence. Firstly, the connotation of artificial intelligence service in the existing literature is sorted out, and the concept of artificial intelligence service are deeply discussed. Secondly, the theoretical system of artificial intelligence service field is summarized and sorted out. This paper provides directions for future research in order to promote better application of artificial intelligence services in practice.

ЕВОЛЮЦІЯ КАТЕГОРІЇ РИНКУ ПРАЦІ В ЕКОНОМІЧНІЙ ДУМЦІ

In the history of economic studies, there were various concepts, theories and schools, the basis of which evolution was based on differences in the methodology and methods of analysis, in the knowledge of the subject and the object of research, the role of the nature of work and the functioning mechanism of the labor market. A significant contribution was made by the founders of classical political economy to the understanding of the labor market functioning mechanism, who for the first time began to consider the category of "labor market" at the scientific level. The definition of the labor market, given by K. Marx, was taken as a basis many years ago when researching the labor force category and was defined as the most complete and correct, and it remains so today. The theoretical postulates of K. Marx's theory still remain the basis of the modern views of the majority of scientists regarding the essence of work and the labor market. A significant contribution to the definition of the labor market functioning mechanism was made by J. M. Keynes and his school, who developed their own powerful concept of economic regulation, and the Keynesian model of the labor market and employment is based on the need for government intervention in the management of macroeconomic processes. Monetarists had opposite positions to Keynesians, denying the need for state intervention in macroeconomic activity due to the fact that the market economy is a self-adjusting system, a price mechanism that determines the rational level of employment, and the use of monetary policy tools is necessary to balance the labor market. The institutional sociological school proposes to solve employment problems through institutional reforms; she brought two modifications to economic thought – the "contract theory of employment" and the "theory of the flexible labor market", which are still relevant today. Among modern domestic researchers, there is still no consensus on the definition of the labor market and its main elements. The main problematic points that cause the most controversy remain the same since classical times, and the ways of overcoming unemployment and leveling its consequences have not yet been found, and the achievement of full employment in the economy is still unattainable, and the measures developed by the analyzed schools of economics remain relevant, therefore it makes sense to carefully analyze them in order to borrow effective mechanisms. Objective – сomprehensive definition of the labor market category in a retrospective section in order to increase its content. General scientific methods were used as research methods: comparison, analysis and synthesis, generalization, analytical, descriptive, typification, grouping.

BRANDING AS A SUBLIMISM OF PRODUCT POLICY REGARDING MARKETING COMMUNICATIONS

Objective. The objective of the article is the determination of the place of branding among the instruments of product policy and marketing communications, identification of key trends in the system "Commodity policy - branding - marketing communications". Methods. The theoretical and methodological basis of the study is the modern theory of marketing and management. In the course of the study, the methods of theoretical generalization (when interfering the concepts of "product policy", "branding", "marketing communications"), analysis and synthesis (to form the rule of branding as a sublimation of product policy in the framework of marketing communications), graphic (when constructing the scheme "The place of branding as a sublimation of product policy in the framework of marketing communications”), matrix (when identifying key trends in the system "Commodity policy - branding - marketing communications"). Results. In the process of interaction between the manufacturer / seller and consumers, the product policy is intertwined with other marketing tools. Each enterprise wants to attract the attention of consumers to a product / service using various means of marketing communications. Because no product, not even the best product, can sell itself, marketers must ensure that marketing is designed and implemented to convince buyers of the feasibility of purchasing the product and to offer stimulating and reinforcing services. In modern conditions of constant changes and challenges, characterized by saturation, dynamism, increased competition, an increase in the similarity of goods and services, a rapid change in the tastes and stereotypes of consumers, a business entity needed to create an excellent product / service, it is also necessary, to ensure the identification of its product /services and provide advantageous advantages over competing products, this is possible due to the formation of the brand as one of the most effective methods of communication with consumers. On the other hand, in conditions of information overload and time constraints, consumers cannot pay much attention to the search and selection of the necessary product/service, and therefore they are guided by a familiar brand when making a purchase. It is with the help of the brand that the product is introduced into the mind of the consumer through a personalized appeal to the image. The perception and understanding of branding as sublimism (in physics, sublimism is the transition of a substance from a solid state to a gaseous state, that is, bypassing the next (liquid) phase) of a product policy in relation to marketing communications should provide an understanding that a strategy that is effectively formed and implemented within the framework of a product policy branding will act as an effective way of communication for a long time, "bypassing" significant efforts and unnecessary costs by creating a long-term relationship with consumers based on the values embedded in the brand that are relevant to consumers. The effectiveness of the marketing communication policy in general and in matters of brand promotion depends on the capabilities and competencies of each enterprise and the means of communication used. In the conditions of using information technologies, there is not only an idea of consumer behaviour and his real motives, but also an impact on consumer actions and choices, which personalizes marketing communication. The rule of branding as a sublimation of product policy in the framework of marketing communications is formulated: "Create outstanding goods / services under recognizable brands, and consumers who need such goods / services will find them themselves in communication networks." The effectiveness of branding depends on the type of product / service (traditional, innovative, modified), the priorities of the company's product policy, the chosen trends in marketing communications.

Using social marketing theory as a framework for understanding barriers and facilitators of human papillomavirus screening in women: A qualitative study.

Human papillomavirus (HPV) is known as the common sexually transmitted disease and the cause of cervical cancer. The HPV test is being proposed as the primary screening tool for cervical cancer. This study aimed to identify barriers and facilitators of screening based on the social marketing model in designing interventions and planning to increase HPV screening. This qualitative directed content analysis was conducted between December 2020 to September 2021 to identify the key concepts of social marketing theory (i.e., the four P's: product, price, place, and promotion) in Mashhad, Iran. Semistructured interviews were fulfilled with 24 individuals (10 women with HPV and 14 key informants) after obtaining participants' consent, who were initially purposively sampled and snowball sampling was then used to facilitate further recruitment. Data analysis was carried out simultaneously with data collection. Following the code extraction, four main categories (themes) and 10 subcategories extracted. Subcategories included knowledge on screening, screening benefits, and motivational factors for screening (product), individual inhibitors, environmental inhibitors, and facility problems related to price, place of service delivery, and service delivery channels (place) and health promotion and education. Lack of knowledge about HPV and screening, negative attitudes toward sexually transmitted diseases, taboo about sexual issues in society, fear of the reaction of spouse and family members, lack of proper policies and information and communication challenges, high costs of screening, access barriers to facilities such as difficult transportation have been challenges of health systems. It is suggested that HPV screening as a standard method for detection of cervical cancer be considered and the barriers to access are removed.

Political Marketing: A Third Force in Political Campaign

Political Marketing is an off-shoot of traditional marketing theory. This study is on the social and democratic implications of using marketing in political campaign. Marketing strategies are used in politics by politicians to communicate with the voters and electoral community. It is evolving and the strategies, communications and campaigns rely on political marketing for success in elections. The outline of this study includes segments of political marketing which were discussed along- side with the model of political marketing and its components. Detailed in the study also are functionality of political marketing; political marketing and lobbying and its impact on election and democracy. Efforts were made to dovetail political marketing and the criticisms about it. General findings were discussed and conclusion drawn upon it.

QUANDO AS CONDIÇÕES MACROECONÔMICAS AFETAM OS INVESTIMENTOS EM MARKETING

ABSTRACT Although macroeconomic conditions are recognized as factors that influences country’s performance, little is known about how companies from different sectors absorb such impacts. Using the myopic marketing theory, the paper goal is to analyze the relationship between macroeconomic conditions and marketing investments in Brazilian companies. The sample consists of 183 Brazilian companies with quarterly financial data, obtained from Economatica, and macroeconomic data, obtained from IpeaData (2010 to 2020). First, the results indicate that GDP, interest rates and consumer confidence are positively related, and the exchange rate and unemployment showed a negative relationship with marketing investments. Second, the impact of these relationships differs across sectors. Third, the results demonstrate that the level of investments and expansion of marketing investments depend on macroeconomic conditions, indicating which contexts influence the discretionary treatment of the marketing budget.

Production Structure and Multiple Equilibria - A DSGE Perspective

This paper integrates the Austrian school’s production structure theory and financial market theory, considers the impact of heterogeneity of firms’ production cycles on economic fluctuations, constructs a DSGE model that incorporates production structure, and uses the model to analyse the existence of multiple equilibria and endogenous financial economic cycles. Compared with previous DSGE models, this paper highlights the asymmetry of firms’ responses due to the existence of different production cycles and considers emotional shocks as the main source of economic volatility, as Keynes’ “animal spirits” suggest.

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Literature Review of Reward-based Content Payment

This article mainly reviews the literature of CSSCI publications in the marketing field and summarizes customer payment behavior in the context of Reward-based Content Payment, exploring the application of traditional marketing theories in the Content Payment context. Firstly, the connotation of Reward-based Content Payment in existing literature is sorted out, and the classification of Reward-based Content Payment is explored in depth. Secondly, the influencing factors of Reward-based Content Payment are summarized and sorted out. This article provides direction for future research, aiming to promote further development of the Reward-based Content Payment industry.

Symbiotic Value: A New Probe into The Marketing Strategy of Movie Licensed Merchandise

Chinese movie licensed merchandise is highly active in the internet era and exhibits distinct internet characteristics. The value of movie merchandise is amplified by the power of the internet, but its impact remains limited. This study employs in-depth interviews to understand the current state and challenges in the development and marketing processes of movie licensed merchandise. From the perspective of symbiotic marketing theory, a sample survey and data analysis of European and American films reveal that the genre and series of a film directly influence the development of its licensed merchandise. Meanwhile, box office success and critical acclaim do not necessarily determine merchandise sales. Consequently, the paper proposes that the symbiotic marketing model for Chinese movie licensed merchandise should focus on the “symbiotic conditions” between movies and merchandise and choose products that can establish strong connections with the films to achieve value co-creation. This approach aims to maximize the value of movies and promote the prosperity of the movie market.

Effect of Gross Domestic Product and Interest Rate Changes on the Financial Performance of Banks in Kenyan: A Case of Co. Bank Limited

The study's primary objective was to determine the effect of macroeconomic variables on bank performance. Numerous studies on the effects of macroeconomic factors on the banking business in Kenya and globally have been undertaken, all with differing findings and conclusions. The purpose of this study was to add to existing information by determining the extent to which macroeconomic variables affect bank performance. The study was guided by the following objectives: To what extent has gross domestic product affected the Co. Bank of Kenya Limited’s performance, extend to which interest rate changes affect the Co. Bank of Kenya Limited’s performance. Liquidity preference theory, efficient market theory, and current portfolio theory were adopted in the study. The study used a descriptive research approach to examine the relationship between the independent variables of gross domestic product and interest rates and the dependent variable of bank performance. The study surveyed a total of 120 respondents from the Cooperative Bank of Kenya limited, including branch managers, credit managers, finance officials, accountants, staff, and consumers. The study drew conclusions about the research issue using both primary and secondary data. The study collected main data via questionnaires and secondary data via data collecting forms. Secondary data was derived from the Co-operative Bank of Kenya's annual financial reports from 2016 through the first quarter of 2022, CBK, Kenya Bureau of statistics, World Bank reports etc. The study first looks at the general information of the respondents in the fourth chapter. This information is presented using pie charts, graphs and tables. The chapter further explores the dependent variable and presents response from respondents on the extent to which independent variables affect dependent variables in for, of graphs, tables. The study also explores each independent variable. It starts with GDP and Interest rates respectively. For every independent variable the researcher used five statements to ascertain the effect of each variable on bank performance. The research also utilizes secondary data to compute trend analysis for each independent variable and to formulate multiple regression equation and regression coefficients. The study wraps up with the limitation of the study. The last part of the study entails a summary of the research findings. The summary provides an illustration of each independent variable and its effect on the dependent variable in line with the findings of the study. The study further looks at overall research conclusions, provides recommendation on what needs to be done to minimize the effects of the independent variables on the dependent variable.

공유경제에 관한 고찰 및 새로운 연구 방향

In the past decade, the emergence of two new sharing business models, C2C sharing represented by Airbnb, Uber, Lyft and TaskRabbit and B2C sharing represented by Mobike, ofo and Spinlister, has led to the rise of various studies on this topic in the marketing discipline. However, the impact of the sharing economy on marketing thought and practice is still unclear. Based on scientific quantitative research and literature analysis, this paper firstly grasps the connotation of sharing economy from the definition, essence and characteristics. Secondly, the article also studies the impact of the traditional beliefs and practice of the sharing economy on marketing. According to the Theory of Collaborative Consumption, Theory of Two-sided market and Theory of Firms Operations analytical framework, From consumers (Engagement Motivation, Satisfaction and Purchase Intent), Sharing Platforms (Dynamic Pricing, Reputation Mechanism, Search Mechanism and Matching Mechanism) and Enterprises (Operations: Supply Chain/Channel, Management: Enterprise Pricing/Product Strategy) three major perspectives, sort out the progress of the sharing economy, emphasize the current problems of participating entities of the sharing economy, and provide the future research direction to promote sharing economic marketing. Finally, a set of forward-looking guiding principles is proposed for the sharing economy market participants-consumers, sharing platforms, and business operations management. In summary, this paper aims to help guide management and governance insights into the scientific practice of the sharing economy and help marketing scholars not only keep pace with the sharing economy, but also shape its future direction.

The Myth of STEPP Model: Based on A Framework of Dyson

The Internet is leading the era of virtual economy, the traditional marketing model based on publicity and promotion is gradually showing many drawbacks, and the network marketing represented by viral marketing is gradually becoming the mainstream model, which can have a subtle impact on consumer behavior. Accordingly, this has put forward requirements for the innovation of enterprise marketing models and methods. This paper uses viral marketing theory as the basis of research, and combines a renowned business framework, Dyson Co., Ltd, and this research aims to deliver readers a fundamental view of novel marketing strategies to have products or ideas go viral even though the traditional marketing strategy is classic and wise, it does not meet temporary market demands enough.

구직자의 취업스펙이 실제취업에 미치는 영향에 대한 탐색적 연구

Purpose - The purpose of this study was to examine how job seekers’ spec influence their actual employment especially focusing on the differentiating effects of applicants’ specs depending on whether general or decent job employment.
 Design/methodology/approach - This study conducted analyses on 54,443 samples that incorporated data from the Graduates Occupational Mobility Survey for three years (2017-2019) collected by the Korea Employment Information Service. The linear probability model and logit model were used to examine the research questions.
 Findings - The results analyzed with the hierarchical regression model showed that most job seekers’ specs were statistically significant in predicting employment status. Interestingly, there is a difference between the factors predicting employment for a general job and a decent job. This study suggests academic and practical implications for future research in the selection/ recruitment field by clarifying the critical factors to influence applicants’ employment.
 Research implications or Originality The results of this study follow the screening hypothesis which explains that the applicants’ specs have significant impacts on actual employment. Also, the dual labor market theory, which explains that applicants’ specs differently affect actual employment between general and decent jobs, was reaffirmed.

Measuring Perceptions of Consumer Destination Image, Destination Familiarity, E-WOM, Destination Trust with Destination Choices

Current theory in tourism marketing lacks understanding of how businesses signal trust to consumers to make destination-based choices. The present research investigates the role of E-WOM, destination image, familiarity, and trust (as mediator) in destination choice from signaling theory perspective. The theory suggests that there is asymmetric information between the receiver and sender which can be resolved by communicating various positive signals. This study aims to test interrelationships among these variables on destination choice. A random sample of 382 consumers having experience of travelling to the northern areas of Pakistan participated in this study. Data was analyzed through SmartPLS. The research findings highlight relationship among factors which plays a significant role for destination choice. The findings further indicate that destination trust act as a positive signal for consumers which in turn influences their destination choice (consumer perceive). Furthermore, for tourists visiting northern areas of Pakistan positive E-WOM, destination image and familiarity create signals to influence destination trust. Implications of the findings for theory and practices are considered along with future research directions.

Research on the Product Marketing Strategy of Xinte Technology Co., Ltd. under the background of “Double Carbon”

Purpose - Based on the PEST analysis method and 4V marketing theory, this paper points out the problems of product marketing strategy and puts forward some optimization strategies to help Xint Technology Co. At the same time, by helping enterprises to build ESG development strategies, promote regional green economy, provide references and suggestions for other similar enterprises, and help achieve the double carbon goal early. Design/Methodology/Approach - First of all, this paper uses the method of literature investigation, searches the authoritative data related to the research object and content through the Internet, and collects the relevant documents and research data. Secondly, based on the product marketing strategy of Xint Technology Co., Ltd., the existing product marketing strategy of Xint Technology Co., Ltd. is analyzed from four aspects: product differentiation, product functionalization, and brand promotion. Finally, the article investigates the product marketing situation and collects enough valuable first-hand information to study the existing problems of Xinte Technology Co., Ltd. Findings - In this paper, we find some problems, such as a lack of product differentiation, lack of product functionalization, low added value, and lack of brand propaganda. The best solution is found according to the marketing method. Research Implications - This paper takes Xint Technology Co., Ltd. as the research object and analyzes its macro environment, development, and problems in product marketing strategy. By using PEST analysis and 4V theory to analyze the macro-environment and product marketing strategy of Xint Technology Co., Ltd.. Finally, combined with the environment and development of the enterprise, it helps the enterprise to optimize its marketing strategy. The method of optimizing product structure and marketing strategy is put forward, which can provide a reference for the research of product marketing promotion and enterprise development path.

Antecedents and consequences of consumer hope for digital payment apps services

PurposeThis study aims to examine the impact of customer brand value dimensions on relationship marketing dimensions through consumer hope in the context of digital payment applications (apps) services. The study considers the role of consumer engagement using a moderated mediation, and applies customer perceived value, affect theory of social exchange and relationship marketing theories.Design/methodology/approachThe study is based on data collected from 301 digital payment app users. Structural equation modeling results were analyzed using Smart PLS. The authors performed moderated mediation, with different levels of customer engagement as a moderating variable, using Model 8 of PROCESS. The authors considered customer perceived value dimensions, digital quality value, perceived value, hedonic value and social value as antecedents to consumer hope and explored the role of trust, commitment and continued usage as a consequence of consumer hope.FindingsThree levels of perceived consumer value, digital quality, price value and social value, positively influenced consumer hope, which has positively influenced trust, commitment and continuance usage. Using moderated mediation analysis, consumer hope influenced continuance usage through trust at different levels of engagement, but consumer hope did not influence continuance usage through commitment at different levels of engagement.Originality/valueThe study highlights the role of consumer hope in linking customer value dimensions with relationship marketing dimensions. The study can guide managers to ensure continued usage of digital payment apps, which is a strategic objective. The results are relevant for the digital setting.

Development of mutual relations between agricultural universities and business structures based on trust as a tool for increasing competitiveness

The results of the domestic and foreign scientists research on the concepts of relationship marketing for the selection of partners, the formation of ong-term partnership relations and the optimization process of making managerial decisions of the enterprise, including taking into account the specifics of higher education services, are summarized. The conditions for using the theory of relationship marketing regarding the interaction of universities and business structures are determined. The theoretical aspects of the partnership relations formation of agricultural universities and business structures based on trust were systematized and practical recommendations regarding the organizational support of their development were substantiated. A system of methods was used: systematization, logical-structural, comparative and causal analysis of scientific literature, general scientific research methods, formalization of criteria, algorithmization, method of comparative analysis. It is substantiated that the marketing of mutual relations not only allows to increase the competitiveness of the university, but also has a positive effect on the effectiveness of other partners activities on the new coordination of all participants interests of the educational and scientific environment. The features of the trust concept, the stages of development and the main forms of interaction in the system of relations between higher education institutions and business are determined. It is proposed to take into account the influence of trust on the investment attractiveness of rural areas and regions, as well as on the development of smart-specialization and digitalization projects, the success of which is determined by the scale and strength of partnerships between agricultural universities and business structures. Organizational approaches to the expansion of partnership in educational, scientific-innovative and social areas of educational organizations activity are highlighted and stimulating factors of mutual relations are determined in order of importance. The components and elements of organizational support for the development of relations between agrarian universities and business structures are proposed and determined in order to increase competitiveness by building trusting relationships between participants. It has been proven that the implementation of these elements will contribute to the transition of mutual relations to a strategic partnership and, as a result, to the creation of positive prerequisites and conditions for increasing the competitiveness of agricultural universities. Factors that prevent and promote the development of interaction between universities and agribusiness are systematized, and the effects that participants receive from the partnership are highlighted. It was established that formal and informal institutions are used to achieve the goals and priorities of activities by the participants of the interaction in the organization of mutual relations. Amendments to strategic development documents, partnership programs, and organization of interaction participants activities are proposed. Key words: agribusiness, business structure, institution of higher agricultural education, competitiveness, concepts of relationship marketing, scientific and innovative services, employers, educational services.

Analysis of Westin's marketing strategy based on sensory marketing theory

With the rapid development of the economy, the consumer needs of hotel customers also began to become diverse, how to update the hotel marketing means, stimulate the consumer enthusiasm of customers, and promote the purchase of activities, become the focus of the hotel marketing activities. Articles in Westin hotel, for example, illustrates the concept and content of sensory marketing, analyzes the present situation and problems of the hotel marketing senses, and put forward the feasibility of improving the hotel marketing strategies, to help the hotel in the face of the increasingly severe competition, stand out from so many competitors, the quality of the customer's mind become the preferred hotel.