Level and growth policy rules and actual Fed policy since 1979

The good macroeconomic performance of the US economy since the early 1980s has sparked interest in determining how the Fed has conducted the monetary policy. One widely shared view is that actual policy has broadly been consistent empirically with Taylor-type policy rules in which the funds rate responds to actual or expected inflation and the level of the output gap. In particular, as shown in Mehra (2001), a policy rule in which the funds rate responds to expected inflation, the bond rate, and the level of the output gap predicts actual policy well. It is shown here that the growth version of this rule in which the funds rate responds to the growth rate of the output gap instead of its level predicts actual policy almost as well. Hence, uncertainty that exists in measuring the current level of the output gap may not have mattered much in the conduct of policy, in contrast to the view focused on level policy rules.     

Emojis to conversion on social media

Emojis have become popular in online marketing communications. Marketers use emojis to humanize brand voice and elicit an emotional response from target audiences. However, little is known about how emojis are perceived and what kind of reactions they evoke. Therefore, this study aims to verify whether exposure to emojis leads to an increased intention to purchase and whether the use of emojis impacts campaign effectiveness in a real-life environment. In a theory build-up process, we draw upon the Dual Coding Theory and emotional contagion concept and develop seven hypotheses. We performed two data collection studies to test the hypothesized relations. The first study is based on a questionnaire (N = 318), while the second is based on experimental design in a real-life business environment. Surprisingly, we found that using emojis had a negative effect on purchase intention, while the effect was positive when mediated by positive affect. Emojis increased the effectiveness of marketing campaigns for hedonic products and strongly impacted the return on advertising spent. The findings of this study have both theoretical and practical implications in the observed domains, particularly about the type of products emojis are most effective in promoting, gender differences, and real-life consumer behaviour. This is the first study to use an experimental design in a real-life scenario to capture the role of emojis on campaign effectiveness and decipher the differences between genders and their perceptions of emojis. Theoretical and practical implications together with future prospects are discussed.     

Benchmarking sustainable E-commerce enterprises based on evolving customer expectations amidst COVID-19 pandemic

The 2019 coronavirus disease (COVID-19) pandemic has seriously impacted the performance of all types of businesses. It has given a tremendous structural boost to e-commerce enterprises by forcing customers to online shopping over visiting physical stores. Moreover, customer expectations of the digital and operational capabilities of e-commerce firms are also increasing globally. Thus, it has become crucial for an e-commerce enterprise to reassess and realign its business practices to meet evolving customer needs and remain sustainable. This paper presents a comprehensive performance evaluation framework for e-commerce enterprises based on evolving customer expectations due to the COVID-19 pandemic. The framework comprises seven primary criteria, which are further divided into 25 sub-criteria, including two sustainability factors, namely, environmental sustainability and carbon emissions. The evaluation approach is then practically demonstrated by analyzing the case of three Indian e-commerce firms. The results are obtained using a multi-criteria decision-making (MCDM) method, namely, Fuzzy VIKOR, to capture the fuzziness of the inherent decision-making problem. Further, numerical analysis is conducted to evaluate and rank various e-commerce enterprises based on customer expectations and satisfaction benchmarks. The findings explain the most important criteria and sub-criteria for e-commerce businesses to ensure customer expectations along with their economic and environmental sustainability.     

Household savings and present bias among Chinese couples: A household bargaining approach

Family savings is crucial to long-term wellbeing for all members in a household, particularly in a Chinese context where costs of living increasingly shift from government to individuals. Savings are typically examined as a balance of financial behaviors and spending preferences; however, this study highlights how savings in a family context is also a function of relationship status. Drawing on intra-household bargaining models, we analyze data from the 2014 China Family Panel Studies to examine the extent to which men's and women's relative power in the household explain variation in savings levels across families. Our findings indicate that women's greater bargaining positions (e.g., income and assets) correspond with greater savings for the family. However, such bargaining power constitutes a net negative for family savings when women have both greater relational power and higher spending preferences. We suggest that family savings can and should be understood as an outcome of dynamic bargaining conditions in addition to income factors.