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Artificial intelligence (AI) offers many benefits to improve predictive marketing practice. It raises ethical concerns regarding customer prioritization, market share concentration and consumer manipulation. This paper explores these ethical concerns from a contemporary perspective, drawing on the experiences and perspectives of AI and predictive marketing professionals. This study aims to contribute to the field by providing a modern perspective on the ethical concerns of AI usage in predictive marketing, drawing on the experiences and perspectives of professionals in the area.

The study conducted semistructured interviews for 6 weeks with 14 participants experienced in AI-enabled systems for marketing, using purposive and snowball sampling techniques. Thematic analysis was used to explore themes emerging from the data.

Results reveal that using AI in marketing could lead to unintended consequences, such as perpetuating existing biases, violating customer privacy, limiting competition and manipulating consumer behavior.

The authors identify seven unique themes and benchmark them with Ashok’s model to provide a structured lens for interpreting the results. The framework presented by this research is unique and can be used to support ethical research spanning social, technological and economic aspects within the predictive marketing domain.

La Inteligencia Artificial (IA) ofrece muchos beneficios para mejorar la práctica del marketing predictivo. Sin embargo, plantea preocupaciones éticas relacionadas con la priorización de clientes, la concentración de cuota de mercado y la manipulación del consumidor. Este artículo explora estas preocupaciones éticas desde una perspectiva contemporánea, basándose en las experiencias y perspectivas de profesionales en IA y marketing predictivo. El estudio tiene como objetivo contribuir a la literatura de este ámbito al proporcionar una perspectiva moderna sobre las preocupaciones éticas del uso de la IA en el marketing predictivo, basándose en las experiencias y perspectivas de profesionales en el área.

Para realizar el estudio se realizaron entrevistas semiestructuradas durante seis semanas con 14 participantes con experiencia en sistemas habilitados para IA en marketing, utilizando técnicas de muestreo intencional y de bola de nieve. Se utilizó un análisis temático para explorar los temas que surgieron de los datos.

Los resultados revelan que el uso de la IA en marketing podría tener consecuencias no deseadas, como perpetuar sesgos existentes, violar la privacidad del cliente, limitar la competencia y manipular el comportamiento del consumidor.

El estudio identifica siete temas y los comparan con el modelo de Ashok para proporcionar una perspectiva estructurada para interpretar los resultados. El marco presentado por esta investigación es único y puede utilizarse para respaldar investigaciones éticas que abarquen aspectos sociales, tecnológicos y económicos dentro del ámbito del marketing predictivo.

人工智能（AI）为改进预测营销实践带来了诸多益处。然而, 这也引发了与客户优先级、市场份额集中和消费者操纵等伦理问题相关的观点。本文从当代角度深入探讨了这些伦理观点, 充分借鉴了人工智能和预测营销领域专业人士的经验和观点。旨在通过现代视角提供关于在预测营销中应用人工智能时所涉及的伦理观点, 为该领域做出有益贡献。

本研究采用了目的性和雪球抽样技术, 与14位在人工智能营销系统领域具有丰富经验的参与者进行为期六周的半结构化访谈。研究采用主题分析方法, 旨在深入挖掘数据中显现的主要主题。

研究结果表明, 在营销领域使用人工智能可能引发一系列意外后果, 包括但不限于加强现有偏见、侵犯客户隐私、限制竞争以及操纵消费者行为。

本研究通过明确定义七个独特的主题, 并采用阿肖克模型进行基准比较, 为读者提供了一个结构化的视角, 以解释研究结果。所提出的框架具有独特之处, 可有效支持在跨足社会、技术和经济领域的预测营销中展开的伦理研究。

The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement.

This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire.

The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE.

The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism.

Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.

El objetivo general de esta investigación es evaluar el efecto mediador de la apariencia de la fuente (SA) y la congruencia del auto-influencer (SIC) en la relación entre el contenido visual (CV) y el compromiso del cliente (CE) hacia la publicidad móvil.

Este estudio utiliza un enfoque cuantitativo para probar el modelo propuesto basado en la teoría estímulo-organismo-respuesta (SOR). Se utilizó la técnica de muestreo intencional no probabilístico para recoger datos de usuarios de móviles paquistaníes mediante un cuestionario autoadministrado.

Nuestros resultados demuestran que el contenido visual por sí solo no puede generar el compromiso de los usuarios de móviles. La apariencia de la fuente es la clave a este respecto, que tiene una importancia relativamente mayor en comparación con la congruencia del auto-influencer. Además, el efecto de mediación en serie de SA y SIC en CE muestra que es probable que las fuentes atractivas induzcan un mayor SIC y el consiguiente compromiso del cliente.

Los resultados revelan que sin una SA agradable y una SIC positiva, los usuarios de móviles omiten los anuncios al percibirlos como irritantes o interruptores. Los anuncios para móviles pueden costar relativamente menos, pero los anunciantes deben comprender la importancia de la apariencia de la fuente para minimizar el escepticismo de la publicidad móvil.

Los anunciantes pueden mejorar la participación del usuario en los dispositivos móviles abordando tanto la AS como el SIC en sus contenidos visuales. Hasta ahora no se había evaluado el efecto combinado de la AS y el SIC en el CE. Además, este estudio ha utilizado el mecanismo del SOR para examinar el engagement del cliente.

本研究的总体目标是评估源外观（SA）和自我影响者一致性（SIC）对移动广告视觉内容（VC）和客户参与（CE）之间关系的中介效应。

本研究采用定量方法来检验基于刺激-有机体-反应（SOR）理论提出的模型。研究采用了非概率目的性抽样技术, 通过自填问卷的方式向巴基斯坦移动用户收集数据。

我们的研究结果证明, 仅靠视觉内容并不能引起移动用户的参与。在这方面, 源外观是关键, 与自我影响者一致性相比, 源外观的重要性相对更高。此外, SA 和 SIC 对 CE 的串联中介效应表明, 有吸引力的信息源可能会诱发更高的 SIC 和随后的客户参与。

研究结果表明, 如果没有令人愉悦的SA和积极的SIC, 移动用户就会认为广告具有刺激性或干扰性, 从而跳过广告。移动广告的成本可能相对较低, 但广告商应了解广告源外观对减少移动广告怀疑的重要性。

广告商可以通过在视觉内容中同时考虑广告联盟和广告投放中心这两个因素, 提高用户在移动设备上的参与度。之前从未有人评估过 “SA “和 “SIC “对消费者参与度的综合影响。此外, 本研究还使用了 SOR 机制来考察客户参与度。

Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior.

The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis.

Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement.

Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors.

This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior.

Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.

Basado en la teoría del valor de marca y la teoría del comportamiento de patrocinio, este estudio investiga el efecto moderador de la implicación del consumidor y las situaciones de compra en la relación entre el valor del minorista basado en el consumidor (CBRE) y el comportamiento de patrocinio minorista.

Los datos se recogen mediante una encuesta autoadministrada a 338 compradores en los tres mayores centros comerciales de Pakistán. Además, los datos se analizan mediante regresión multinominal (múltiple) y análisis de interacciones.

Los resultados revelaron un efecto significativo del CBRE en el comportamiento de patrocinio y confirmaron el propósito de compra como una condición límite en la relación CBRE-comportamiento de patrocinio minorista. Sin embargo, el estudio informó sorprendentemente de que esta relación no está moderada por la implicación de los consumidores.

Teniendo en cuenta que nos centramos en el comportamiento de patrocinio minorista basado en el CBRE, contribuimos a la literatura existente sobre marketing/minoristas que también ofrece amplias posibilidades para futuras investigaciones. El estudio ofrece valiosas implicaciones para los minoristas, especialmente para evaluar los comportamientos de los consumidores.

El presente estudio ayuda a los gestores de marcas minoristas a comprender mejor el comportamiento de patrocinio basado en la CBRE y allana el camino para que los gestores aumenten el comportamiento de patrocinio minorista.

A pesar de la creciente comprensión de la equidad de marca basada en el consumidor y el comportamiento de patrocinio en marketing, es necesario reconocer más sobre la relación entre el comportamiento de patrocinio basado en la CBRE y las variables relacionadas, como se examinó en esta investigación.

本研究以品牌资产理论和顾客行为理论为基础, 探讨了消费者参与和购物情境在基于消费者的零售商资产（CBRE）与零售顾客行为之间关系中的调节作用。

数据是通过对巴基斯坦三大购物中心的 338 名购物者进行自填式调查收集的。此外, 还通过多项式（多元）回归和交互分析对数据进行了分析。

结果表明, CBRE 对顾客光顾行为有显著影响, 并证实购物目的是 CBRE 与零售顾客光顾行为关系的边界条件。然而, 令人惊讶的是, 研究报告称这种关系并没有受到消费者参与度的调节。

考虑到我们对基于 CBRE 的零售顾客行为的关注, 我们为现有的市场营销/零售文献做出了贡献, 同时也为进一步研究提供了广阔的空间。本研究为零售商提供了宝贵的启示, 尤其是在评估消费者行为方面。

本研究有助于零售品牌管理者更好地理解基于 CBRE 的顾客行为, 为管理者提高零售顾客行为铺平了道路。

尽管市场营销中对基于消费者的品牌资产和顾客行为的理解不断加深, 但仍需进一步认识 CBRE/零售顾客行为与相关变量之间的关系, 正如本研究中所探讨的那样。

The main objective of the present research is to investigate the benefits of using geogrid reinforcement in minimizing the rate of deterioration of ballasted rail track geometry resting on soft clay and to explore the effect of load amplitude, load frequency, presence of geogrid layer in ballast layer and ballast layer thickness on the behavior of track system. These variables are studied both experimentally and numerically. This paper examines the effect of geogrid reinforced ballast laying on a layer of clayey soil as a subgrade layer, where a half full scale railway tests are conducted as well as a theoretical analysis is performed.

The experimental tests work consists of laboratory model tests to investigate the reduction in the compressibility and stress distribution induced in soft clay under a ballast railway reinforced by geogrid reinforcement subjected to dynamic load. Experimental model based on an approximate half scale for general rail track engineering practice is adopted in this study which is used in Iraqi railways. The investigated parameters are load amplitude, load frequency and presence of geogrid reinforcement layer. A half full-scale railway was constructed for carrying out the tests, which consists of two rails 800 mm in length with three wooden sleepers (900 mm × 90 mm × 90 mm). The ballast was overlying 500 mm thick clay layer. The tests were carried out with and without geogrid reinforcement, the tests were carried out in a well tied steel box of 1.5 m length × 1 m width × 1 m height. A series of laboratory tests were conducted to investigate the response of the ballast and the clay layers where the ballast was reinforced by a geogrid. Settlement in ballast and clay, was measured in reinforced and unreinforced ballast cases. In addition to the laboratory tests, the application of numerical analysis was made by using the finite element program PLAXIS 3D 2013.

It was concluded that the settlement increased with increasing the simulated train load amplitude, there is a sharp increase in settlement up to the cycle 500 and after that, there is a gradual increase to level out between, 2,500 and 4,500 cycles depending on the load frequency. There is a little increase in the induced settlement when the load amplitude increased from 0.5 to 1 ton, but it is higher when the load amplitude increased to 2 ton, the increase in settlement depends on the geogrid existence and the other studied parameters. Both experimental and numerical results showed the same behavior. The effect of load frequency on the settlement ratio is almost constant after 500 cycles. In general, for reinforced cases, the effect of load frequency on the settlement ratio is very small ranging between 0.5 and 2% compared with the unreinforced case.

Increasing the ballast layer thickness from 20 cm to 30 cm leads to decrease the settlement by about 50%. This ascertains the efficiency of ballast in spreading the waves induced by the track.

Global climate change characterized by an increase in temperature has become the focus of attention all over the world. China is a sensitive and significant area of global climate change. This paper specifically aims to examine the association between agricultural productivity and the climate change by using China’s provincial agricultural input–output data from 2000 to 2019 and the climatic data of the ground meteorological stations.

The authors used the three-stage spatial Durbin model (SDM) model and entropy method for analysis of collected data; further, the authors also empirically tested the climate change marginal effect on agricultural productivity by using ordinary least square and SDM approaches.

The results revealed that climate change has a significant negative effect on agricultural productivity, which showed significance in robustness tests, including index replacement, quantile regression and tail reduction. The results of this study also indicated that by subdividing the climatic factors, annual precipitation had no significant impact on the growth of agricultural productivity; further, other climatic variables, including wind speed and temperature, had a substantial adverse effect on agricultural productivity. The heterogeneity test showed that climatic changes ominously hinder agricultural productivity growth only in the western region of China, and in the eastern and central regions, climate change had no effect.

The findings of this study highlight the importance of various social connections of farm households in designing policies to improve their responses to climate change and expand land productivity in different regions. The study also provides a hypothetical approach to prioritize developing regions that need proper attention to improve crop productivity.

The paper explores the impact of climate change on agricultural productivity by using the climatic data of China. Empirical evidence previously missing in the body of knowledge will support governments and researchers to establish a mechanism to improve climate change mitigation tools in China.

This paper aims to design an active shock absorber scheme for use in conjunction with a passive shock absorber to suppress the horizontal vibration of elevator cars in a smaller range and shorter time. The developed active shock absorber will also improve the safety and comfort of passengers driving in ultra-high-speed elevators.

A six-degree of freedom dynamic model is established according to the position and condition of the car. Then the active shock absorber and disturbance compensation-based adaptive control scheme are designed and simulated in MATLAB/Simulink. The results are analysed and compared with the traditional shock absorber.

The results show that, compared with traditional spring-based passive damping systems, the designed active shock absorber can reduce vibration displacement by 60%, peak acceleration by 50% and oscillation time by 2/3 and is more robust to different spring stiffness, damping coefficient and load.

The developed active shock absorber and its control algorithm can significantly reduce vibration amplitude and converged time. It can also adjust the damping strength according to the actual load of the elevator car, which is more suitable for high-speed elevators.

In this study, the authors propose a novel digital twinning approach specifically designed for controlling transient thermal systems. The purpose of this study is to harness the combined power of deep learning (DL) and physics-based methods (PBM) to create an active virtual replica of the physical system.

To achieve this goal, we introduce a deep neural network (DNN) as the digital twin and a Finite Element (FE) model as the physical system. This integrated approach is used to address the challenges of controlling an unsteady heat transfer problem with an integrated feedback loop.

The results of our study demonstrate the effectiveness of the proposed digital twinning approach in regulating the maximum temperature within the system under varying and unsteady heat flux conditions. The DNN, trained on stationary data, plays a crucial role in determining the heat transfer coefficients necessary to maintain temperatures below a defined threshold value, such as the material’s melting point. The system is successfully controlled in 1D, 2D and 3D case studies. However, careful evaluations should be conducted if such a training approach, based on steady-state data, is applied to completely different transient heat transfer problems.

The present work represents one of the first examples of a comprehensive digital twinning approach to transient thermal systems, driven by data. One of the noteworthy features of this approach is its robustness. Adopting a training based on dimensionless data, the approach can seamlessly accommodate changes in thermal capacity and thermal conductivity without the need for retraining.

This study explores the mediating role of marketing management in the relationship between online presence and product innovation among Small and Medium Enterprises (SMEs).

The sample comprises 205 Costa Rican SMEs collected by the Global Competitiveness Project during the first half of 2019. The data were analyzed using a two-stage modeling strategy for ordinary regression models to analyze mediation effects.

Marketing management as a strategic resource or capability accounts for the relationship between online presence and product innovation performance in SMEs, meaning that online presence resources require complementary organizational capabilities in marketing management to enhance product innovation.

This study, grounded in the resource-based view theory, contributes to the innovation field by identifying marketing management capabilities as an intermediate strategic interaction between online presence and product innovation performance in SMEs. Thus, managers should recognize the advantages of integrating marketing management principles and tactics into online presence tools to realize the value of their products by tailoring them to their client’s needs.

The purpose of the study is an in-depth exploration of the processes through which a leader develops their leader identity in strength, meaning and integration, with resulting enrichment outcomes.

Using multi-domain leader identity theory, this study provides an in-depth exploration of the processes through which a leader develops their leader identity. Set in a healthcare context, 26 participants took part in an 18-month multi-domain leadership development program.

Findings indicate a typology of leader identities, capturing the dynamic nature of leader identity based on combinations of strength and meaning. Our research also suggests that as the leader develops, their leader identity can change from a differentiated identity as a leader to a more integrated leader identity, with resulting enrichment outcomes.

The results suggested value in inherently multi-domain focus using event-based reflection and, as such, are useful in leader identity development programs. We recommend future research generalize to other settings and a larger population.

By taking a multi-domain approach to leader identity development, the leader has the opportunity to learn and develop in a more holistic way. They are encouraged to reflect on and learn from leadership experiences throughout their entire lives, adding breadth and depth that are often overlooked in development programs.

Developing leaders who understand who they are and are capable of critical self-reflection and learning is a fundamental requirement for the positive advancement of society.

The value of the study lies in the first longitudinal, work-based empirical study taking an explicitly multi-domain approach to leader identity development.

This paper aims to investigate the impact of the COVID-19 pandemic on university students' employability skills and give insights into preparation for future crises that may happen.

Employing an interpretative phenomenological approach with the frame of social cognitive theory, the current study examined the changes in environmental, behavioral and personal elements of human functioning for employability skills being affected by the conditions during the pandemic.

Findings based on ten in-depth semi-structured interviews with students at universities in Vietnam highlighted that the global pandemic performed as both challenge and an opportunity for employability skills development, yet the extent to which the students can benefit from the new studying conditions attributed to each individual's initiatives in taking advantages of resources and acting against difficulties.

Whether the pandemic became a hindrance or a motivation for students' employability skills to develop and whether students effectively utilized an agency to overcome challenges and improved their skills after the pandemic have not yet been investigated. This study added to the body of literature regarding self-regulated learners by demonstrating agency in the learning process as well as how to manage careers and improve employability skills by making use of resources in disconnected settings.