The scope of “marketing” research in the nonprofit sector: Lessons from the last 20 years literature

Over the last several decades, the field of nonprofit marketing has produced a growing number of publications; however, little attention has been paid to examine what research topics have been studied by nonprofit scholars from the marketing perspectives. This knowledge production research contributes to the literature by reviewing trends in research themes and methodologies over the last 20 years among the articles for which authors use the terminology “marketing.” Employing a thematic review using text network analysis, and an in-depth methodology review, this study finds that nonprofit marketing studies have been shifting to become more subdivided and diversified in terms of research themes and methodologies. However, we also find that there is still room for further development, which we provided recommendations based on the findings. With its findings, this paper provides critical guidance for future studies.     

Cross-national consumer research using structural topic modelling: Consumers' approach-avoidance behaviours

This study introduces structural topic modelling (STM), a sophisticated unsupervised machine-learning algorithm for text analysis, to compare Indonesian and Malaysian Muslim consumers' approach-avoidance behaviours toward Korean beauty products using social media data. The STM results revealed 16 topics for each country, including new common themes belonging to K-beauty culture and wannabe Korean skin. Intriguing differences were also observed between these countries. Korea-related constructs, such as Korea's image and wannabe Korean skin, were approach factors for only Indonesians. Korean cosmetic brand-specific topics were extracted for only Malaysians and were significantly associated with their behavioural responses. Unsuitable Korean beauty products and domestic product preferences were avoidance factors for Indonesians, but new product risks and conflicts between Muslim and Korean cultures for Malaysians. We demonstrate that STM is a helpful tool in cross-national research for corroborating and extending the existing theoretical frameworks. The practical implications are also provided for global marketers.     

Trade patterns and institutional change in East Asia

We investigate how trade patterns – institutionally intensive exports (IIX) – affect institutional quality in East Asia compared to the rest of the world, and whether the effect changed due to the Asian financial crisis. To examine this, we use panel data of 117 countries for the period 1988–2007. Our fixed effect model estimation reveals that the effect of IIX on institutional quality is negative and significant for East Asia, while the effect is insignificant for the rest of the world. The negative effect in East Asia is more pronounced for the five East Asian countries that were strongly affected by the crisis – South Korea, Indonesia, Malaysia, the Philippines and Thailand – than for other East Asian countries. Furthermore, our results reveal that the negative effect for East Asia does not change significantly after the crisis, both in the short and long term, and that improvement in institutional quality after the crisis is not different from that of the rest of the world. This suggests that the crisis had no significant impact on East Asia's institutional quality or on the effects of IIX on institutional quality.     

Gender wage penalty in parenthood: A comparative study of South Korea and Japan

Both South Korea and Japan attach significant importance to women′s marriage and their role in the family. Based on this fact, the present study analyzed gender wage penalty in parenthood in both the countries and compared the size and characteristics. We used conditional quantile regression models with counterfactual decomposition, and panel data from South Korea and Japan for 2007–2014. Results suggest that the gender wage penalty in parenthood of Japan was greater than in South Korea, indicating that discrimination against mother-workers in Japan is more serious than in South Korea. Analysis by wage distribution showed that the gender wage penalty in parenthood was high in the low-wage group in South Korea, whereas it was high for the high-wage group in Japan. This finding indicates that South Korea needs to give fair treatment to the low-wage group and mother-workers of small and medium enterprises, while Japan needs to alleviate discrimination against high-wage mother-workers.     

Two sides of the same coin: The simultaneous effects of spending and saving needs on budget estimation

This research explores how consumers plan for their personal finances, focusing on the simultaneous effects of spending and saving needs in budget-setting. The current research proposes that the number of budget categories and salient savings goals interactively influence consumers’ budget estimation. In two lab studies, we showed that participants with a salient savings goal tend to experience conflicts when they have the same (vs. different) number of budget categories for spending and saving needs, thereby perceiving the increased savings goal importance, which leads to the increased money allocation to saving. Our results further suggest that a detailed financial plan may not always help consumers to pursue financial success. This research contributes to the body of work on budgeting and consumer finance. We conclude by discussing the theoretical and practical implications of our findings.

     

INTERNATIONAL CAPITAL FLOWS: PRIVATE VERSUS PUBLIC FLOWS IN DEVELOPING AND DEVELOPED COUNTRIES

Empirically, net capital inflows are procyclical in developed countries and countercyclical in developing countries. Private inflows are procyclical and public inflows are countercyclical in both groups of countries. The dominance of private (public) inflows in developed (developing) countries drives the difference in net inflows. We rationalize these patterns using a two-sector model of a small open economy facing borrowing constraints. Private agents overborrow because of the pecuniary externality arising from these constraints. The government saves to reduce aggregate debt, making the economy resilient to adverse shocks. Differences in borrowing constraints and shock processes across countries explain the empirical patterns of capital inflows.     

An empirical study of firm productivity growth based on the dynamic selection model: Effects on the recent decline in Korean exports

Export and productivity growth in the Korean manufacturing sector have both been slow since 2011. To understand this relationship, we examine the productivity distributions of manufacturing firms in Korea by applying the dynamic selection model developed by Sampson (2016). The fitness of the dynamic selection model suggests that a slowdown in the market selection mechanism may be a crucial contributor to the stagnant growth in the productivity. In addition, we find that the productivity difference between exporting firms and non-exporting firms has decreased and the low productivity growth of firms exporting to non-foreign affiliates has contributed to this trend.     

An analysis of the evolution of global financial network of the coordinated portfolio investment survey

In this study, we construct a directional global financial network using portfolio investment data from more than 200 countries during the first two decades of the 21st century and analyze the properties of the network. Through macroscopic analysis, we show that the network became denser and could be divided into central and peripheral groups. Microscopic analysis shows that, in addition to well-known financial-central countries, relatively less well-known countries played important roles in the global financial network. Further, each country's per capita GDP is positively correlated with its centrality in the network, and the correlation is stronger when measured with inbound investments than when measured with outbound investments.     

How does social trust affect corporate financial performance? The mediating role of corporate social responsibility

Prior studies assert that social trust may positively influence the economic performance of countries and firms (within those countries). This paper proposes a more nuanced mechanism whereby corporate social responsibility (CSR) mediates the relationship between country-level social trust and firm-level financial performance. Anchored in neo-institutional theory, we theorize that social trust instills norms of trustworthiness and willingness to trust others guiding individual and corporate behaviors. In order to comply with such norms and gain legitimacy, firms in high-trust society are more likely to commit to CSR activities that serve the interests of stakeholders. CSR activities, in turn, can positively influence financial performance by enabling firms to access stakeholders' resources and capabilities and to decrease transactions costs in the stakeholder relationships. We tested our theory by analyzing 9818 firm-year observations across 34 countries, during the 2006 to 2015 period. Our analysis shows the expected CSR mediation in the relationship between social trust and firm-level financial performance. Our findings are robust across different models addressing the concerns of endogeneity, alternative measures, and potential moderators.