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1 – 10 of 106Omid Rafieian and Hema Yoganarasimhan
This chapter reviews the recent developments at the intersection of personalization and AI in marketing and related fields. We provide a formal definition of personalized policy…
Abstract
This chapter reviews the recent developments at the intersection of personalization and AI in marketing and related fields. We provide a formal definition of personalized policy and review the methodological approaches available for personalization. We discuss scalability, generalizability, and counterfactual validity issues and briefly touch upon advanced methods for online/interactive/dynamic settings. We then summarize the three evaluation approaches for static policies – the Direct method, the Inverse Propensity Score (IPS) estimator, and the Doubly Robust (DR) method. Next, we present a summary of the evaluation approaches for special cases such as continuous actions and dynamic settings. We then summarize the findings on the returns to personalization across various domains, including content recommendation, advertising, and promotions. Next, we discuss the work on the intersection between personalization and welfare. We focus on four of these welfare notions that have been studied in the literature: (1) search costs, (2) privacy, (3) fairness, and (4) polarization. We conclude with a discussion of the remaining challenges and some directions for future research.
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Dipanjan Goswami, Sakun Boon-Itt, Neera Jain and D.R. Agarwal
The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring successful…
Abstract
Purpose
The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring successful investments by multinational pharmaceutical firms. This paper predicts doctors’ prescribing intentions based on communication relationship among factors for late entrant branded drugs, compared with pioneering brand choice, for treating chronic diseases such as hypertension.
Design/methodology/approach
The constructs were validated with structural equation model for a sample set of 151 doctors from private hospitals in the National Capital Region of India.
Findings
This research reveals communication drivers and draws on theory to suggest that the doctor’s behavioural prescription intentions, subject to social influence from their colleagues, leads to lower adoption responses.
Research limitations/implications
Given that limitations on sample size are often unavoidable, this study reveals that, due to the availability of substituting brands, alternate therapeutic routes and lack of availability of a practical guide for prescription, a communication model needs to be developed and validated.
Practical implications
Furthermore, managers of pharmaceutical firms should differentiate between the effects of direct and indirect communication–integration efforts for minimizing uncertainty in drug adoption in the context of the fragmented and unpredictable Indian market.
Originality/value
A late entrant may lose its dominant market share to alternate brands from other suppliers due to communication gaps in an unstructured market, leading to low adoption intentions. The study provides business theorists, drug marketers and health-care professionals with unique insights into specific communication drivers of prescribing decisions, aimed at ensuring reliable and appropriate drug adoption in Indian markets.
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The purpose of this paper is to explore the issues and potential in using the participatory approach to help sustain the fairs and festivals of small and medium towns and tap into…
Abstract
Purpose
The purpose of this paper is to explore the issues and potential in using the participatory approach to help sustain the fairs and festivals of small and medium towns and tap into their tourism potential.
Design/methodology/approach
An annual fair held in Sohna, a small town of Haryana, part of the District Gurgaon that has shown an exponential decadal urban growth rate, has been taken as a case to reflect on the context of small towns in India.
Findings
Due to out-migration and weakening of local indigenous population and change in occupation patterns, there is threat to continuity of the fairs and festivals. The processes revolving around the urban fairs and festivals are driven though participation of various local stakeholders and mechanisms; hence, any attempts at strengthening or sustaining these need to stem from understanding of the various participants and their roles.
Practical implications
An understanding of the possibilities and issues in organising the fairs and festivals through stakeholder engagement can help develop solutions to sustain these, enabling cultural continuity and positive economic impact on the various stakeholders.
Originality/value
This paper creates a discussion on sustaining the little known cultural wealth of small and medium towns in Haryana among all local and external stakeholders with focus on fairs and festivals.
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Hashem Alshurafat, Omar Arabiat and Maha Shehadeh
This paper aims to explore the intention to adopt the Metaverse in Islamic banks, with a particular focus on evaluating perceived usefulness, ease of use, user satisfaction and…
Abstract
Purpose
This paper aims to explore the intention to adopt the Metaverse in Islamic banks, with a particular focus on evaluating perceived usefulness, ease of use, user satisfaction and the influence of religiosity. Integrating the technology adoption model (TAM) and religiosity intention model, this study will dissect the multidimensional aspects influencing the acceptance of Metaverse technologies.
Design/methodology/approach
Surveying Islamic bank professionals in Jordan, this study used a structured questionnaire and data augmentation to analyze Metaverse adoption factors. Using partial least squares-structural equation modeling, the relationships between ease of use, usefulness, religiosity and satisfaction were explored.
Findings
The study identifies pivotal relationships among perceived usefulness, ease of use, user satisfaction and religiosity in the context of adopting metaverse technologies in Islamic banks in Jordan. Evidence highlights the dominant role of perceived usefulness and ease in influencing both intention to use and satisfaction levels. Religiosity, while not a direct influencer, plays a collaborative role, underscoring a balanced mix of technological and religious elements that will potentially shape the adoption trajectory of metaverse technologies within this specific banking sector.
Practical implications
Integrating metaverse technologies in Islamic banks necessitates balancing technological advances with Sharia compliance. The study underscores the importance of aligning user experience with religious values and fostering innovation within Islamic ethical guidelines.
Originality/value
This study uniquely integrates the TAM and religiosity-intention model to explore metaverse adoption in Islamic banks, unveiling a nuanced interplay between technology and religious values. It offers practical insights for tailoring innovations in the Islamic financial ecosystem.
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The purpose of this paper is to provide an update on various methodological issues and statistical techniques pertinent to the conflict management literature. First, issues…
Abstract
The purpose of this paper is to provide an update on various methodological issues and statistical techniques pertinent to the conflict management literature. First, issues related to use of laboratory studies, college students, and the study situation are reviewed. Second, two recent innovative statistical techniques, meta‐analysis and confirmatory modeling are described and potential applications in the conflict management field are given.