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Article
Publication date: 10 January 2024

He-Boong Kwon, Jooh Lee and Ian Brennan

This study aims to explore the dynamic interplay of key resources (i.e. research and development (R&D), advertising and exports) in affecting the performance of USA manufacturing…

Abstract

Purpose

This study aims to explore the dynamic interplay of key resources (i.e. research and development (R&D), advertising and exports) in affecting the performance of USA manufacturing firms. Specifically, the authors examine the dynamic impact of joint resources and predict differential effect scales contingent on firm capabilities.

Design/methodology/approach

This study presents a combined multiple regression analysis (MRA)-multilayer perceptron (MLP) neural network modeling and investigates the complex interlinkage of capabilities, resources and performance. As an innovative approach, the MRA-MLP model investigates the effect of capabilities under the combinatory deployment of joint resources.

Findings

This study finds that the impact of joint resources and synergistic rents is not uniform but rather distinctive according to the combinatory conditions and that the pattern is further shaped by firm capabilities. Accordingly, besides signifying the contingent aspect of capabilities across a range of resource combinations, the result also shows that managerial sophistication in adaptive resource control is more than a managerial ethos.

Practical implications

The proposed analytic process provides scientific decision support tools with control mechanisms with respect to deploying multiple resources and setting actionable goals, thereby presenting pragmatic benchmarking options to industry managers.

Originality/value

Using the theoretical underpinnings of the resource-based view (RBV) and resource orchestration, this study advances knowledge about the complex interaction of key resources by presenting a salient analytic process. The empirical design, which portrays holistic interaction patterns, adds to the uniqueness of this study of the complex interlinkages between capabilities, resources and shareholder value.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 30 August 2023

Donghui Yang, Yan Wang, Zhaoyang Shi and Huimin Wang

Improving the diversity of recommendation information has become one of the latest research hotspots to solve information cocoons. Aiming to achieve both high accuracy and…

Abstract

Purpose

Improving the diversity of recommendation information has become one of the latest research hotspots to solve information cocoons. Aiming to achieve both high accuracy and diversity of recommender system, a hybrid method has been proposed in this paper. This study aims to discuss the aforementioned method.

Design/methodology/approach

This paper integrates latent Dirichlet allocation (LDA) model and locality-sensitive hashing (LSH) algorithm to design topic recommendation system. To measure the effectiveness of the method, this paper builds three-level categories of journal paper abstracts on the Web of Science platform as experimental data.

Findings

(1) The results illustrate that the diversity of recommended items has been significantly enhanced by leveraging hashing function to overcome information cocoons. (2) Integrating topic model and hashing algorithm, the diversity of recommender systems could be achieved without losing the accuracy of recommender systems in a certain degree of refined topic levels.

Originality/value

The hybrid recommendation algorithm developed in this paper can overcome the dilemma of high accuracy and low diversity. The method could ameliorate the recommendation in business and service industries to address the problems of information overload and information cocoons.

Details

Aslib Journal of Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 29 March 2024

Bingbing Qi, Lijun Xu and Xiaogang Liu

The purpose of this paper is to exploit the multiple-Toeplitz matrices reconstruction method combined with quadratic spatial smoothing processing to improve the…

Abstract

Purpose

The purpose of this paper is to exploit the multiple-Toeplitz matrices reconstruction method combined with quadratic spatial smoothing processing to improve the direction-of-arrival (DOA) estimation performance of coherent signals at low signal-to-noise ratio (SNRs).

Design/methodology/approach

An improved multiple-Toeplitz matrices reconstruction method is proposed via quadratic spatial smoothing processing. Our proposed method takes advantage of the available information contained in the auto-covariance matrices of individual Toeplitz matrices and the cross-covariance matrices of different Toeplitz matrices, which results in a higher noise suppression ability.

Findings

Theoretical analysis and simulation results show that, compared with the existing Toeplitz matrix processing methods, the proposed method improves the DOA estimation performance in cases with a low SNR. Especially for the cases with a low SNR and small snapshot number as well as with closely spaced sources, the proposed method can achieve much better performance on estimation accuracy and resolution probability.

Research limitations/implications

The study investigates the possibility of reusing pre-existing designs for the DOA estimation of the coherent signals. The proposed technique enables achieve good estimation performance at low SNRs.

Practical implications

The paper includes implications for the DOA problem at low SNRs in communication systems.

Originality/value

The proposed method proved to be useful for the DOA estimation at low SNR.

Details

Engineering Computations, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0264-4401

Keywords

Article
Publication date: 12 June 2023

Sarasadat Alavi, Ali Bozorgi-Amiri and Seyed Mohammad Seyedhosseini

Fortification-interdiction models provide system designers with a broader perspective to identify and protect vital components. Based on this concept, the authors examine how…

Abstract

Purpose

Fortification-interdiction models provide system designers with a broader perspective to identify and protect vital components. Based on this concept, the authors examine how disruptions impact critical supply systems and propose the most effective protection strategies based on three levels of decision-makers. This paper aims to investigate location and fortification decisions at the first level. Moreover, a redesign problem is presented in the third level to locate backup facilities and reallocate undisrupted facilities following the realization of the disruptive agent decisions at the second level.

Design/methodology/approach

To address this problem, the authors develop a tri-level planner-attacker-defender optimization model. The model minimizes investment and demand satisfaction costs and alleviates maximal post-disruption costs. While decisions are decentralized at different levels, the authors develop an integrated solution algorithm to solve the model using the column-and-constraint generation (CCG) method.

Findings

The model and the solution approach are tested on a real supply system consisting of several hospitals and demand areas in a region in Iran. Results indicate that incorporating redesign decisions at the third level reduces maximum disruption costs.

Originality/value

The paper makes the following contributions: presenting a novel tri-level optimization model to formulate facility location and interdiction problems simultaneously, considering corrective measures at the third level to reconfigure the system after interdiction, creating a resilient supply system that can fulfill all demands after disruptions, employing a nested CCG method to solve the model.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 2 April 2024

Yee Ming Lee and Chunhao (Victor) Wei

This study sought to understand which food allergen labeling systems (non-directive, semi-directive, and directive) were attended to and preferred by 34 participants with food…

Abstract

Purpose

This study sought to understand which food allergen labeling systems (non-directive, semi-directive, and directive) were attended to and preferred by 34 participants with food hypersensitivity and their perceived corporate social responsibility (CSR) and behavioral intention towards a restaurant that identifies food allergens on menus.

Design/methodology/approach

This study used an online survey with open-ended and ranking questions, combined with eye-tracking technology, to explore participants' visual attention and design preferences regarding four menus. This study utilized one-way repeated measures analysis of variance (RM-ANOVA) and heat maps to analyze participants' menu-reading behaviors. A content analysis of survey responses and a ranking analysis of menus were conducted to understand the reasons behind consumers' preferred menu designs.

Findings

The advisory statement was not much attended to. Participants identified food allergen information significantly quicker with the directive labeling system (icons) than the other two systems, implying they were eye-catching. Semi-directive labeling system (red text) has lower visit count and was more preferred than two other systems; each labeling system has its strengths and limitations. Participants viewed restaurants that disclosed food allergen information on menus as socially responsible, and they would revisit those restaurants in the future.

Originality/value

This study was one of the first to explore, through use of eye-tracking technology, which food allergen labeling systems were attended to by consumers with food hypersensitivity. The use of triangulation methods strengthened the credibility of the results. The study provided empirical data to restauranteurs in the US on the values of food allergen identification on restaurant menus, although it is voluntary.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 30 January 2024

Bohee So and Ki Han Kwon

This study, a narrative literature review, aims to examine the combined benefits of the active and passive use of social media (SM) for well-being (WB), physical and mental health…

Abstract

Purpose

This study, a narrative literature review, aims to examine the combined benefits of the active and passive use of social media (SM) for well-being (WB), physical and mental health during the COVID-19 pandemic.

Design/methodology/approach

A search strategy has been carried out in the databases: Riss, PubMed, Medline, Scopus and Google Scholar, including all the articles published until 19 October 2023.

Findings

SM offers various benefits, including global risk awareness, health information, social connections and support. With the natural increase in physical inactivity due to COVID-19 social restrictions, SM has been identified as an appropriate tool for promoting physical activity (PA) at home to improve health.

Research limitations/implications

It suggests that the combined use of active and passive benefits of SM could potentially play an important role in public health by increasing individuals’ health behaviours. In addition, dissemination, sharing and social interaction of information provided by YouTube can encourage healthy behaviours, contribute to WB, physical and mental health and raise public health awareness.

Originality/value

The findings presented in this study highlight the combined benefits of differentiating the features of SM use. Compared to other SM platforms, YouTube can be used as a useful tool for home-based PA that promotes health by enabling people to remain active and avoid barriers to PA due to social restrictions during the global crisis. In addition, some recommendations from the findings may help protect against potential risks and improve public health outcomes during global crises, such as the COVID-19 pandemic, among the general public using SM.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

Open Access
Article
Publication date: 26 March 2024

Elisa Garrido-Castro, Francisco-José Torres-Peña, Eva-María Murgado-Armenteros and Francisco Jose Torres-Ruiz

The purpose of this study is to critically review consumer knowledge in marketing and propose a future research agenda. Despite the many works that have examined this variable…

Abstract

Purpose

The purpose of this study is to critically review consumer knowledge in marketing and propose a future research agenda. Despite the many works that have examined this variable, given its strong influence on behaviour, it has generally been studied in association with other constructs, and no studies have focused on it in a specific way. Its definition, measurement and approaches to its role and usefulness are superficial and underdeveloped. After structuring and analysing the existing literature, the authors establish, (I) which aspects are of little use to the discipline, and (II) which research lines have the most potential and should be developed and studied in greater depth, to advance and complete the existing consumer knowledge framework.

Design/methodology/approach

A search was undertaken for documents in the main databases in which the term “consumer knowledge” appears in a marketing or consumer context, and a critical and reflexive approach was taken to analyse the main contributions and to structure them by content blocks.

Findings

Five main content blocks were identified. A set of research gaps were detected, mainly related to the lax conceptualisation of the topic, measurement problems and the scarcity of more useful works connected with business management, and several research lines are proposed that complement the existing framework to make it more complete and operational.

Originality/value

This paper offers a critical review and proposes a research agenda for one of the most used but little studied variables in the field of marketing, which may help academics and professionals in the discipline to continue developing useful theories and models.

Objetivo

El objetivo de este trabajo es revisar críticamente el conocimiento del consumidor en marketing y proponer una agenda de investigación futura. A pesar de los numerosos trabajos que han examinado esta variable, dada su fuerte influencia en el comportamiento, generalmente se ha estudiado en asociación con otros constructos, y ningún estudio se ha centrado en ella de manera específica. Su definición, medición y aproximaciones sobre su papel y utilidad son superficiales y poco desarrollados. Después de estructurar y analizar la literatura existente, establecemos (I) qué aspectos tienen poco uso para la disciplina y (II) qué líneas de investigación tienen más potencial y deben ser desarrolladas y estudiadas con mayor profundidad; para avanzar y completar el marco existente sobre conocimiento del consumidor.

Diseño/metodología/enfoque

Se realizó una búsqueda de documentos en las principales bases de datos en las que aparece el término “conocimiento del consumidor” en un contexto de marketing o consumo, y se adoptó un enfoque crítico y reflexivo para analizar las principales contribuciones y estructurarlas por bloques de contenido.

Resultados

Se identificaron cinco bloques principales de contenido. Se detectó un conjunto de huecos de investigación, principalmente relacionados con la laxa conceptualización del tema, problemas de medición y la escasez de trabajos más útiles conectados con la gestión empresarial; y se proponen varias líneas de investigación que complementan el marco existente para hacerlo más completo y operativo.

Originalidad

Este documento ofrece una revisión crítica y propone una agenda de investigación para una de las variables más utilizadas pero poco estudiadas en el campo del marketing, lo que puede ayudar a académicos y profesionales en la disciplina a continuar desarrollando teorías y modelos útiles.

目的

本文旨在对市场营销中的消费者知识进行批判性审视, 并提出未来的研究议程。虽然已有许多研究检验了该变量, 但由于其对行为产生强大影响, 通常会与其他结构变量一起研究, 而没有以特定方式专注于该变量。对其定义、测量以及其作用和用途的方法仍旧存在研究空白。通过对现有文献进行结构化分析后, 确定了以下两个方面:(I)哪些方面对该学科意义不大, (II)哪些研究方向最具研究潜力, 并且应该进一步深入发展和研究, 以推进和完善现有的消费者知识框架。

设计/方法/途径

通过主要数据库检索市场营销或消费者背景下涉及“消费者知识”一词的文献, 采取批判性和反思性方法来分析其主要贡献, 并通过内容块对其进行结构化。

发现

识别了五个主要内容块, 并发现存在一定程度的研究空白, 主要涉及该主题的概念松散化、测量问题以及与商业管理相关的有效研究的稀缺性。此外, 本文提出了几个研究线索, 这些线索为现有框架补充了信息, 使其更加完整且具备更强的操作性。

独创性

本文对市场营销领域中广泛使用但研究较少的变量进行了批判性评述, 并提出了相关研究议程。这一工作有助于学术界和专业人士继续发展实用的理论和模型。

Article
Publication date: 15 August 2023

Edgar Rogelio Ramírez-Solís, Bárbara I Mojarro-Durán and Veronica Ilian Baños-Monroy

The type of social capital among families involved in business, or family social capital, has both positive and negative effects on family firms. This paper aims to investigate…

Abstract

Purpose

The type of social capital among families involved in business, or family social capital, has both positive and negative effects on family firms. This paper aims to investigate the mediating role of social relationships of family business members between socioemotional wealth (SEW) and firms' entrepreneurial orientation.

Design/methodology/approach

The authors applied a survey conducted in the four main cities in Mexico. The sample consisted of 360 small and medium enterprise (SMEs). This study's research framework and hypothesis were tested using regression analysis and the structural equation modeling technique.

Findings

This study finds that not only does SEW strongly influence the entrepreneurial orientation of family firms, but this influence is also mediated by the capability of such families to develop their social capital.

Research limitations/implications

The results show the perspective of one person in the company. Though it is the person with the highest rank and presumably the person who thoroughly knows the company, there is always a possibility of bias, which may inflate the results presented in this paper.

Practical implications

Based on this study's results, family firms should continuously improve their entrepreneurial abilities to achieve sustainable competitive advantage. In addition, their unique family-related characteristics further enhance these strategic approaches' positive effects on relational capital development.

Originality/value

This work contributes to the academic literature on entrepreneurship and social capital. As a mediator between SEW and entrepreneurial orientation, family relational capital has been under-researched. The results of this study reveal significant implications for networking management and relational capital strategies for SMEs.

Propósito

Las relaciones y conexiones de las familias involucradas en los negocios, o capital social familiar, tienen efectos tanto positivos como negativos en las empresas familiares. Este artículo investiga el papel mediador de las relaciones sociales de los miembros de la empresa familiar entre la riqueza socioemocional y la orientación empresarial de las empresas.

Diseño/metodología/enfoque

Se aplicó una encuesta realizada en las cuatro principales ciudades de México. La muestra estuvo compuesta por 360 pymes. El marco de investigación y la hipótesis de este estudio se probaron mediante análisis de regresión y la técnica Structural Equation Modeling (SEM).

Hallazgos

Nuestro estudio encuentra que la riqueza socioemocional no solo influye fuertemente en la orientación emprendedora de las empresas familiares, sino que este factor también está mediado por la capacidad de dichas familias para desarrollar su capital social.

Originalidad/Valor

Este trabajo contribuye a la literatura académica sobre emprendimiento y capital social. Como mediador entre la riqueza socioemocional y la orientación emprendedora, el capital relacional familiar ha sido poco investigado. Nuestros resultados revelan implicaciones significativas para la gestión de redes y las estrategias de capital relacional para las Pymes.

Objetivo

As relações e conexões das famílias envolvidas nos negócios, ou capital social familiar, têm efeitos positivos e negativos nas empresas familiares. Este artigo investiga o papel mediador das relações sociais dos membros da empresa familiar entre a riqueza socioemocional e a orientação empreendedora das empresas.

Desenho/metodologia/abordagem

Foi aplicado um inquérito realizado nas quatro principais cidades do México. A amostra foi constituída por 360 PME. A estrutura de pesquisa e a hipótese deste estudo foram testadas usando análise de regressão e a técnica de Modelagem de Equações Estruturais (SEM).

Resultados

Nosso estudo conclui que a riqueza socioemocional não apenas influencia fortemente a orientação empreendedora das empresas familiares, mas que esse fator também é mediado pela capacidade dessas famílias de desenvolver seu capital social.

Originalidade/Valor

Este trabalho contribui para a literatura acadêmica sobre empreendedorismo e capital social. Como mediador entre a riqueza socioemocional e a orientação empreendedora, o capital relacional familiar tem recebido pouca pesquisa. Nossos resultados revelam implicações significativas para a gestão de rede e estratégias de capital relacional para PMEs.

Abstract

Purpose

This study aims to understand the relationship between entrepreneurial competencies (self-efficacy and social capital) and sustainable entrepreneurship and its incidence through entrepreneurial motivations (opportunity and necessity entrepreneurship).

Design/methodology/approach

The authors adopt a quantitative approach and use ordinary least squares regressions and bootstrapping analysis to test the hypotheses about the relationship between entrepreneurial competencies and sustainable entrepreneurship mediated by entrepreneurial motivations using a cross-sectional sample of 2,356 nascent entrepreneurs from the Global Entrepreneurship Monitor 2021–2022 report.

Findings

Evidence suggests that sustainable entrepreneurship is positively influenced by both opportunity- and necessity-driven entrepreneurship. Additionally, the results show that both entrepreneurial motivations positively mediate the relationship between self-efficacy and sustainable entrepreneurship.

Originality/value

The approach departs from the traditional unidimensional perspective on entrepreneurial motivations, recognizing that an entrepreneur can simultaneously embody varying degrees of both motivations. By integrating the study of entrepreneurial competencies and motivations into sustainable entrepreneurship, we can gain a holistic understanding of the dynamics at play.

Propósito

El objetivo de este estudio es comprender la relación entre las competencias emprendedoras (autoeficacia y capital social) con el emprendimiento sostenible y su incidencia a través de las motivaciones emprendedoras (emprendimiento por oportunidad y por necesidad).

Diseño/metodología/enfoque

Adoptamos un enfoque cuantitativo y utilizamos regresiones de mínimos cuadrados ordinarios (MCO) y análisis de bootstrapping para probar nuestras hipótesis sobre la relación entre las competencias emprendedoras y el emprendimiento sostenible mediado por las motivaciones emprendedoras utilizando una muestra transversal de 2.356 emprendedores nacientes del informe Global Entrepreneurship Monitor (GEM) 2021–2022.

Resultados

La evidencia sugiere que tanto el emprendimiento de oportunidad como el de necesidad tienen un impacto positivo en el emprendimiento sostenible. Además, encontramos que ambas motivaciones emprendedoras median positivamente la relación entre la autoeficacia y el emprendimiento sostenible.

Originalidad

Nuestro enfoque se aleja de la tradicional perspectiva unidimensional de las motivaciones emprendedoras, reconociendo que un emprendedor puede encarnar simultáneamente diversos grados de ambas motivaciones. Al integrar el estudio de las competencias y motivaciones emprendedoras en el emprendimiento sostenible, obtenemos una comprensión holística de la dinámica en juego.

Objetivo

Este artigo tem como objetivo compreender a relação entre as competências empreendedoras (autoeficácia e capital social), e o empreendedorismo sustentável e sua incidência por meio de motivações empreendedoras (empreendedorismo de oportunidade e necessidade).

Design/metodologia/abordagem

Adotamos uma abordagem quantitativa e usamos regressões de mínimos quadrados ordinários (OLS) e análise de bootstrapping para testar nossas hipóteses sobre a relação entre competências empresariais e empreendedorismo sustentável mediada por motivações empresariais usando uma amostra transversal de 2.356 empreendedores nascentes do relatório Global Entrepreneurship Monitor (GEM) 2021–2022.

Resultados

As evidências sugerem que o empreendedorismo sustentável é influenciado positivamente pelo empreendedorismo orientado pela oportunidade e pela necessidade. Além disso, os resultados mostram que ambas as motivações empresariais mediam positivamente a relação entre a autoeficácia e o empreendedorismo sustentável.

Originalidade

Nossa abordagem se afasta da perspectiva unidimensional tradicional sobre as motivações empresariais, reconhecendo que um empreendedor pode incorporar simultaneamente vários graus de ambos os ases motivações. Ao integrar o estudo das competências e motivações empresariais ao empreendedorismo sustentável, obtemos uma compreensão holística da dinâmica em jogo.

Open Access
Article
Publication date: 28 November 2023

Muhammad Talha, Zonaib Tahir and Iqra Mehroush

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Propósito

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.

Diseño/metodología/enfoque

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.

Conclusiones

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.

Implicaciones prácticas

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.

Originalidad/valor

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.

目的

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。

设计/方法/途径

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。

研究结果

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。

实际意义

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。

独创性/价值

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。

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