Transnational Marketing Journal最新文献_第4页

The Threat of Disreputable Behaviour for Esports Sponsors 电子竞技赞助商的不良行为威胁

Transnational Marketing Journal Pub Date : 2021-09-13 DOI: 10.33182/tmj.v9i2.1542

Bruno Duarte Abreu Freitas, R. S. Contreras-Espinosa, Pedro Álvaro Pereira Correia

引用次数: 1

Management Skills and Growth Strategies in a Post-Pandemic World 疫情后世界的管理技能和增长策略

Transnational Marketing Journal Pub Date : 2021-09-13 DOI: 10.33182/tmj.v9i2.1588

B. Rajan, U. Salunkhe

引用次数: 0

A Study on Decision Paralysis in Customers with Special Reference to Placing Order in Restaurant 顾客决策瘫痪的研究——特别是对餐馆下订单的参考

Transnational Marketing Journal Pub Date : 2021-09-13 DOI: 10.33182/tmj.v9i2.1560

Viknesh R, K. Gowda, Jayanta Banerjee

{"title":"A Study on Decision Paralysis in Customers with Special Reference to Placing Order in Restaurant","authors":"Viknesh R, K. Gowda, Jayanta Banerjee","doi":"10.33182/tmj.v9i2.1560","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1560","url":null,"abstract":"Owing to the vast number of choices open to customers, they can often feel paralysed in their decision-making. Offering a wide range of options can activate the effect of Decision Paralysis, which delays the client's final decision. The impact of Decision Paralysis can prevail in restaurants. This study reveals the existence of decision paralysis among customers in restaurants when placing an order. The aim is to investigate the prevalence of Decision Paralysis among customers, with particular reference to placing an order in a restaurant and the influence on consumers’ purchase decisions. A survey questionnaire was rolled out using Google forms to customers who have experienced dining in a restaurant. A total of 416 survey responses were collected for data analysis through the convenience sampling method. It was found that, customer purchase decision has been affected by the decision paralysis effect. It was also found that customers experience a dilemma due to tremendous options or choices in the food sector by the service providers. This study was limited to restaurants and in terms of cuisine, with hotels not being considered. Hence, the main limitation is not being able to generalise the findings of this study to the whole of the food catering sector. The study will benefit both scholars and marketing practitioners in understanding the difficulty a customer faces during purchase decision-making.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46077811","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Workforce Analytics: A Data-Driven Machine Learning Approach to Predict Job Change of Data Scientists 劳动力分析：预测数据科学家工作变动的数据驱动机器学习方法

Transnational Marketing Journal Pub Date : 2021-09-13 DOI: 10.33182/tmj.v9i2.1574

Sohini Sengupta, S. Mugde, R. Deshpande, Kimaya Potdar

{"title":"Workforce Analytics: A Data-Driven Machine Learning Approach to Predict Job Change of Data Scientists","authors":"Sohini Sengupta, S. Mugde, R. Deshpande, Kimaya Potdar","doi":"10.33182/tmj.v9i2.1574","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1574","url":null,"abstract":"Today the total amount of data created, captured, and consumed in the world is increasing at a rapid rate, as digitally driven organizations continue to contribute to the ever- growing global data sphere. (Holst, Statista Report 2020). This data brings with it a plethora of opportunities for organizations across different sectors. Hence, their hiring outlook is shifting towards candidates who possess the abilities to decode data and generate actionable insights to gain a competitive advantage. A career in data science offers great scope and the demand for such candidates is expected to rise steeply. When companies hire for big data and data science roles, they often provide training. From an HR perspective, it is important to understand how many of them would work for the company in the future or how many look at the training with an upskilling perspective for new jobs. HR has the aim of reducing costs and time required to conduct trainings by designing courses aligning to the candidate’s interest and needs. In this paper, we explored the data based on features including demographics, education and prior experience of the candidates. We made use of machine learning algorithms, viz. Logistic Regression, Naive Bayes, K Nearest-Neighbours Classifier, Decision Trees, Random Forest, Support Vector Machine, Gradient Descent Boosting, and XGBoost to predict whether a candidate will look for a new job or will stay and work for the company. ","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43725787","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Cultural Exportation, Digital Distribution, and Penetration of K-Dramas in Turkey 土耳其韩剧的文化输出、数字发行与渗透

Transnational Marketing Journal Pub Date : 2021-09-13 DOI: 10.33182/tmj.v9i2.1054

Musa Khan, Yong-jin Won, Nilüfer Pembecioğlu

{"title":"Cultural Exportation, Digital Distribution, and Penetration of K-Dramas in Turkey","authors":"Musa Khan, Yong-jin Won, Nilüfer Pembecioğlu","doi":"10.33182/tmj.v9i2.1054","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1054","url":null,"abstract":"South Korea has pursued a multidimensional public diplomacy strategy in which Korean television exports and capitalization have emerged as a public and commercial cultural diplomacy tool over the last two decades. This article examines the widespread influence of Korean television content, including digital serial delivery, cultural exportation, cultural interactions, and capitalization—that is, content sales, indirect advertising, and media-induced tourism. Empirical data was obtained from Turkey’s audience members using the online survey tool. As a result of the social and cultural impact, the respondents’ opinions on Korean serials are both animated and rational. The creation of audience members’ social, psychological, and cultural experiences with K-Dramas clarifies their intimacy and activeness. Unlike local or other international content, a significant number of respondents claim that Korean TV serials are not only a source of entertainment but also have profound edifying aspects. According to the results, “Cultural Proximity” and “Content Availability” are two of the most important factors in choosing Korean TV serials over foreign content. The “content availability” is based on the emergence and expansion of Streaming TV; however, in cultural proximity, similarities in family norms and values in both nations are notable.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49167040","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

The Impact of Brand Image and Brand Conscious on Perceived Price and Purchase Intention 品牌形象和品牌意识对感知价格和购买意愿的影响

Transnational Marketing Journal Pub Date : 2021-09-13 DOI: 10.33182/tmj.v9i2.1133

S. Çavuşoğlu, Bülent Demirağ, Yakup Durmaz, Gül Çıkmaz

引用次数: 1

Digital Payment and Its Growth in the Time of COVID – 19 数字支付及其在COVID - 19时代的增长

Transnational Marketing Journal Pub Date : 2021-09-13 DOI: 10.33182/tmj.v9i2.1599

Dr. S. Manoharan, Saravanan M P, Paneerselvam S

{"title":"Digital Payment and Its Growth in the Time of COVID – 19","authors":"Dr. S. Manoharan, Saravanan M P, Paneerselvam S","doi":"10.33182/tmj.v9i2.1599","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1599","url":null,"abstract":"The Indian payments landscape has undergone a makeover in the recent past with the decision to demonetise leading to a shortage of physical currency. The current COVID-19 pandemic created a contamination fear while exchanging and using currency. Hence, the customers started adopting digital payments. Research was conducted in this context to investigate the behaviour intentions of the customers regarding digital payment usage through application of the Unified Theory of Acceptance and Use of the Technology-2 (UTAUT2) model. This paper explores the behaviour intentions of using digital payments during the pandemic. A survey questionnaire was designed to collect the required information from 271 respondents through the judgemental sampling technique. The data were analysed using SPSS and AMOS. The results revealed that, among the seven constructs examined, effort expectancy and habit had a positive effect on behaviour intentions. No association was elicited between social influence, facilitating condition and price value on behaviour intentions. The findings also uncovered a moderately significant negative relationship between performance expectancy and hedonic motivation on behaviour intentions. Compared to prior studies, the findings regarding a few constructs from our study were in line with earlier work, whilst others were found to be not so. Also, the timing of the study might have played a role in influencing the results as most of the customers felt it was convenient to use digital payments compared to physical currency during the pandemic.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47903944","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Deceptive Tactics Used in Online Shopping 网上购物中的欺骗策略

Transnational Marketing Journal Pub Date : 2021-09-13 DOI: 10.33182/tmj.v9i2.1255

Seçil Toros

引用次数: 2

“Asymmetric Export Volatility Shock Behaviour” of Lower Middle Income (LMI) Countries in South East Asia During COVID-19 Pandemic 新冠肺炎大流行期间东南亚中低收入国家的“不对称出口波动性冲击行为”

Transnational Marketing Journal Pub Date : 2021-09-13 DOI: 10.33182/tmj.v9i2.1559

Rohit Malhotra

{"title":"“Asymmetric Export Volatility Shock Behaviour” of Lower Middle Income (LMI) Countries in South East Asia During COVID-19 Pandemic","authors":"Rohit Malhotra","doi":"10.33182/tmj.v9i2.1559","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1559","url":null,"abstract":"COVID-19 Pandemic still affecting all countries. South Asian economies and that particularly India is no exception. Because of this “uncertainty shock”, India’s GDP has contracted by 3.1percent in the last quarter of 2020. The present empirical work covers broadly the “asymmetric spillover and related noisy shocks” surrounded with trade (export) volatility about LMI nations in “two phases” i.e. in terms of considering the During pandemic phase (DC) the period from April 2019 till June 2020 and Pre-pandemic phase (PC) from April 2013 till November 2020. A comparative trade volatility asymmetries analysis were applied using a nonlinear volatility function i.e. exponential weighted moving average (EWMA), and identification of noisy behaviour after the initial post-recovery for empirical evidence. The empirical findings discovered that there were “extended” non-smooth and noisy “shock propagation” post initial recovery across two phases by the use of VAR and VECM outcomes. Bangladesh and Pakistan were stronger “Noisy shock contributors” while Nepal and Sri Lanka were turned out to be the strongest “Noisy shock receivers”. This “noisy” behaviour implies “uncertainty” and chaos on the international trade front resulting in higherthan expected volatility in trade figures and in-built destabilized momentum in the impulses. The results also relate to the possible opportunities of intra-regional trade convergence as a policy imperative.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45046595","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Digital Marketing Adoption: Determinants, Level of Adoption and Its Impact on Business Performance 数字营销采用:决定因素、采用水平及其对企业绩效的影响

Transnational Marketing Journal Pub Date : 2021-09-13 DOI: 10.33182/tmj.v9i2.1576

Reema Bhagat, Soundara Rajan. R

{"title":"Digital Marketing Adoption: Determinants, Level of Adoption and Its Impact on Business Performance","authors":"Reema Bhagat, Soundara Rajan. R","doi":"10.33182/tmj.v9i2.1576","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1576","url":null,"abstract":"The purpose of this research is to investigate how women entrepreneurs are utilising digital marketing media for business marketing and what their perceptions are about digitalisation and the adoption of digital marketing. The aim is to identify the most influential determinants of digital marketing adoption amongst women entrepreneurs, their level of adoption of DM tools, and how their adoption behaviour impacts on the sales of the enterprise and, hence business performance. The findings are drawn based on primary data collected from 136 women entrepreneurs from the state of Karnataka. Hierarchical regression analysis, Somer’s D correlation Test and other descriptive statistics were used to make valid inferences to achieve the objectives of the study. Six factors (perceived expertise, enterprise readiness, perceived industry and regulatory pressure, size of the enterprise, perceived consumer pressure and perceived benefits) were revealed, strongly influencing the digital marketing adoption behaviour among women entrepreneurs. It was also found that the majority of women entrepreneurs exhibited a a low level of adoption, thus indicating that digital marketing adoption is still in its infancy. The results indicated that there was a positive impact of DM adoption level on sales and thus, it also enhanced the business performance of the enterprise.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42742045","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3