Journal of Marketing Analytics最新文献_第4页

Social relationships as strategic variable in the sharing economy: an empirical analysis of accommodation-sharing market 共享经济中作为战略变量的社会关系：对住宿共享市场的实证分析

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Journal of Marketing Analytics Pub Date : 2024-04-20 DOI: 10.1057/s41270-024-00299-x

Prashanth Ravula

{"title":"Social relationships as strategic variable in the sharing economy: an empirical analysis of accommodation-sharing market","authors":"Prashanth Ravula","doi":"10.1057/s41270-024-00299-x","DOIUrl":"https://doi.org/10.1057/s41270-024-00299-x","url":null,"abstract":"Accommodation services are perceived by consumers as possessing a greater purchase risk compared to goods, especially in first-purchase situations and during international travel. To mitigate this risk, consumer prospects look for cues that indicate the quality of service they can expect. This research investigates the role of social relationships in consumer purchase decision-making within rapidly growing accommodation sector of the sharing economy. Utilizing Airbnb’s social connection feature, consumers can see how they are socially connected with Airbnb hosts worldwide. We employ a censored proportional hazard model on a sample of 4,316 consumer prospects who have used social connection feature at least once. Additionally, we re-estimate the model using a propensity score matched sample of 8,632 consumers. The study reveals a positive association between the use of social connection feature and the hazard rate. Specifically, findings indicate that the using social connection feature for searching for accommodation reduces the time to make a first purchase. The article discusses the managerial implications of these findings.","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":"118 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140624492","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

Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation 可持续实践和关系创新对价值共创和品牌资产的助推效应：酒店规模调节的结果

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Journal of Marketing Analytics Pub Date : 2024-04-17 DOI: 10.1057/s41270-024-00309-y

Mariia Bordian, Irene Gil-Saura, Gloria Berenguer-Contri, María-Eugenia Ruiz-Molina, Antonio Marín-García

引用次数: 0

Environment vs. sports vs. art: effects of CSR activities on the perceived value of products and advertising in the food industry 环境 vs. 体育 vs. 艺术：企业社会责任活动对食品行业产品和广告认知价值的影响

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Journal of Marketing Analytics Pub Date : 2024-04-15 DOI: 10.1057/s41270-024-00307-0

Toshifumi Matsuda, Takumi Kato

{"title":"Environment vs. sports vs. art: effects of CSR activities on the perceived value of products and advertising in the food industry","authors":"Toshifumi Matsuda, Takumi Kato","doi":"10.1057/s41270-024-00307-0","DOIUrl":"https://doi.org/10.1057/s41270-024-00307-0","url":null,"abstract":"Companies engage in philanthropic corporate social responsibility (CSR) activities not only to genuinely support certain organizations and people but also to promote and improve brand recognition and image. CSR activities target the environment, sports, and arts and culture. However, surprisingly, few studies have explored all of these and demonstrate their effectiveness in core businesses. This study investigated the impact of CSR activities on the perceived value of products and advertising in the Japanese and American markets. The target brands were Coca-Cola, McDonald’s, Nestle, and Starbucks. We collected online surveys from 754 people in the two countries and applied structural equation modeling. Environmental and sports activities positively affected core business factors, whereas arts and cultural activities had a negative effect. Increasing environmental awareness and sports interest could lead to the observed positive effects. Companies make art-related investments to receive tax breaks, and art and cultural activities are limited to society’s elite, which could have led to the negative effects observed. This study provides valuable insight for the food industry to formulate strategies for allocating limited internal financial and human resources to CSR activities.","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":"32 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140597587","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

Double-weighted kNN: a simple and efficient variant with embedded feature selection 双加权 kNN：带有嵌入式特征选择的简单高效变体

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Journal of Marketing Analytics Pub Date : 2024-04-06 DOI: 10.1057/s41270-024-00302-5

Almudena Moreno-Ribera, Aida Calviño

{"title":"Double-weighted kNN: a simple and efficient variant with embedded feature selection","authors":"Almudena Moreno-Ribera, Aida Calviño","doi":"10.1057/s41270-024-00302-5","DOIUrl":"https://doi.org/10.1057/s41270-024-00302-5","url":null,"abstract":"Predictive modeling aims at providing estimates of an unknown variable, the target, from a set of known ones, the input. The k Nearest Neighbors (kNN) is one of the best-known predictive algorithms due to its simplicity and well behavior. However, this class of models has some drawbacks, such as the non-robustness to the existence of irrelevant input features or the need to transform qualitative variables into dummies, with the corresponding loss of information for ordinal ones. In this work, a kNN regression variant, easily adaptable for classification purposes, is suggested. The proposal allows dealing with all types of input variables while embedding feature selection in a simple and efficient manner, reducing the tuning phase. More precisely, making use of the weighted Gower distance, we develop a powerful tool to cope with these inconveniences. Finally, to boost the tool predictive power, a second weighting scheme is added to the neighbors. The proposed method is applied to a collection of 20 data sets, different in size, data type, and distribution of the target variable. Moreover, the results are compared with the previously proposed kNN variants, showing its supremacy, particularly when the weighting scheme is based on non-linear association measures.","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":"52 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140597552","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

Mapping the marketing analytics landscape: unveiling the diverse proficiencies in marketing and technical know-how among practitioners 绘制营销分析图：揭示从业人员在营销和技术诀窍方面的不同能力

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Journal of Marketing Analytics Pub Date : 2024-04-05 DOI: 10.1057/s41270-024-00305-2

Matti Haverila, Kai Haverila

{"title":"Mapping the marketing analytics landscape: unveiling the diverse proficiencies in marketing and technical know-how among practitioners","authors":"Matti Haverila, Kai Haverila","doi":"10.1057/s41270-024-00305-2","DOIUrl":"https://doi.org/10.1057/s41270-024-00305-2","url":null,"abstract":"Against the backdrop of the resource-based theory (RBT), this research paper aims to analyze if different types of analytics personnel exist in the context of Big Data Marketing Analytics (BDMA) and to profile the discovered personnel clusters. The study adopted the survey method to collect data in Canada and the United States among the marketing personnel working in firms with at least limited experience in the deployment of BD. The collected data were analyzed with ANOVA and a two-step cluster analysis procedure. The cluster variate included technical, technology management, business/marketing, and relational knowledge constructs with their relevant indicator variables. The profiling of the clusters was also completed. The findings indicate the existence of two sufficiently large clusters among the marketing personnel. They had very different profiles regarding their gender, decision-making role, BD deployment level in their respective firms, and experience level. This research sheds light on the types of marketing analytics personnel required to implement BDMA successfully. The personnel active in BDMA deployment must have relevant experience in technical, technology management, business/marketing, and relational knowledge and possess higher decision-making abilities, which enables their firms to proceed successfully to more advanced levels of BDMA deployment.","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":"13 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140597558","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

Rethinking the role of educators in the 21st century: navigating globalization, technology, and pandemics 反思教育工作者在 21 世纪的作用：驾驭全球化、技术和流行病

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Journal of Marketing Analytics Pub Date : 2024-04-02 DOI: 10.1057/s41270-024-00303-4

{"title":"Rethinking the role of educators in the 21st century: navigating globalization, technology, and pandemics","authors":"","doi":"10.1057/s41270-024-00303-4","DOIUrl":"https://doi.org/10.1057/s41270-024-00303-4","url":null,"abstract":"<h3>Abstract</h3> This concise review delves into the dynamic intersection of globalization and information and communication technology (ICT) in education, where economic, technological, and cultural forces converge with the widespread adoption of digital tools. Globalization standardizes education worldwide, emphasizing preparation for the global economy and fostering an interconnectedness of educational systems. Simultaneously, ICT revolutionizes education, enhancing student engagement, motivation, and performance while necessitating adaptability from educators. Identified gaps in the literature underscore the need for emphasis on educators' perspectives, in-depth exploration of pedagogical changes, attention to training and professional development, comparative studies, examination of equity and inclusion, exploration of counseling, and guidance for educators. Proposed recommendations advocate for active engagement in continuous professional development (CPD), seamless ICT integration, addressing the digital divide, nurturing twenty-first century skills, prioritizing student-centered learning, fostering mental health, and embracing learning analytics. Future research directions advocate for investigating the impact of emerging technologies, addressing digital equity, assessing the effectiveness of online and blended learning, exploring teacher training, evaluating student outcomes through learning analytics, and investigating global perspectives and parental involvement. These endeavors aim to provide evidence-based insights, shaping the future of education in an increasingly digital world, with a specific emphasis on the transformative potential of learning analytics.","PeriodicalId":43041,"journal":{"name":"Journal of Marketing Analytics","volume":"19 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140597388","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

Integrating the customer equity and brand equity approaches to the financial value of marketing 整合客户资产和品牌资产方法，实现营销的财务价值

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Journal of Marketing Analytics Pub Date : 2024-03-16 DOI: 10.1057/s41270-024-00298-y

引用次数: 0

A new approach to understanding involvement: linking involvement to the memorability of experience 理解参与的新方法：将参与与经验的可记忆性联系起来

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Journal of Marketing Analytics Pub Date : 2024-03-11 DOI: 10.1057/s41270-024-00295-1

Arman Akhoondnejad, Christopher Rosin, Charles Brennan

引用次数: 0

Value perceptions of first-party content on multi-sided platforms: Findings from the Amazon Marketplace 多方平台上第一方内容的价值认知：亚马逊市场的研究结果

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Journal of Marketing Analytics Pub Date : 2024-03-11 DOI: 10.1057/s41270-024-00296-0

Jørgen Veisdal

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Expanding data literacy to include data preparation: building a sound marketing analytics foundation 将数据素养扩展到数据准备：建立健全的营销分析基础

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Journal of Marketing Analytics Pub Date : 2024-03-09 DOI: 10.1057/s41270-024-00293-3

Sidney Anderson

引用次数: 0