Digital marketing communication in global marketplaces: A review of extant research,future directions,and potential approaches

Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000–2021 in these dyads along four major components: goals; channels, media, and platforms; content; and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts.     

Trust in online recommendations: an evolutionary psychology perspective

Electronic word-of-mouth (eWOM) is playing an increasingly important role in influencing consumer behavior, and it represents another opportunity for marketers to build support for their brands. This study explores how the gender of the reader influences how eWOM is perceived. An experiment grounded in evolutionary psychology examines how males and females differ in their perceived trust of eWOM of positive, negative, or mixed valence. The results indicate that females place greater trust than males in eWOM messages. But both genders find eWOM of mixed valence more trustworthy than entirely positive or negative eWOM. A follow-up phenomenological study of male and female consumers who had experienced eWOM shed more light on the experimental findings and offers additional support for their evolutionary basis. Theoretical and practical implications are discussed as well as recommendations for further research.     

中国改革开放40年经济发展态势与新时代转型升级展望

中国改革开放40年来，创造了世界经济发展的奇迹。这是中国对世界作出的贡献。经过40年的高速增长，党的十九大作出了重要论断，指出中国经济已经进入新时代。在这一现实背景下，准确把握中国未来发展态势尤其重要。改革开放以后的中国能够实现长达39年的平均9.5%的增长，并高出“常态化增长”的2倍水平，其根源在于，作为发展中国家，中国拥有“后来者优势”。在中国经济的总体发展态势下，作为一个中等发达的经济体，新时代中国经济发展的关键在于发展实体经济。设立直辖市以后，重庆的发展即使有各种波折，仍然是领先于全国。重庆应继续抓住这个发展机遇，继续领跑全国，对中华民族的伟大复兴作出贡献。     

新时代耕地占补平衡的逻辑根源、模式探索与管理创新——基于“新时代耕地占补平衡方式改进与管理创新研讨会”的思考

研究目的:对耕地占补平衡的发展阶段与政策绩效、存在问题与逻辑根源进行分析,对改进方式进行探讨,进而提出管理创新建议,为新时代耕地占补平衡政策实施提供科学依据,为促进城乡融合、扶贫攻坚和乡村振兴提供参考。研究方法:综合分析与系统推理。研究结果:(1)耕地占补平衡存在实质性不平衡、时空性不平衡、政策性弱化等微观、中观及宏观层面问题;(2)在数量方面,通过盘活宅基地增量、存量和完善易地调剂方式,统筹城乡和区域平衡来实现数量占补平衡。(3)在质量方面,通过优化建设用地约束指标、完善耕地质量评价、规范耕作层保护与再利用等促进耕地质量占补平衡。(4)在生态方面,通过完善指标调剂的价格内涵、扩大耕地补偿标准范围、转变耕地补充途径等实现耕地生态占补平衡。研究结论:建议做好顶层设计,抓好规划引领,构建耕地占补平衡与城乡要素流动的平衡机制,建立耕地占补平衡后续生态管护长效机制,提升软硬实力等。     

The Internet's impact on trademark applications

This article assesses empirically the impact of Internet access on the number of trademark applications submitted by countries' residents. The analysis suggests that promotion of access to the Internet influences positively the submission of trademark applications by residents. Greater access to the Internet exerts a stronger positive effect on trademark submissions in developed countries than in developing ones. This positive effect is enhanced when countries further liberalise their trade regimes.     

Understanding the trend to mobile-only internet connections:A decomposition analysis

A growing portion of internet users rely solely on mobile devices such as smartphones for their online access. The percentage of “mobile-only” households increased from 9% in 2011 to 20% in 2015, more than doubling in only four years. As this shift continues, it leads to the question of what factors are driving the rise in mobile-only adoption. Using nationally representative data, this study uses logistic regressions and a decomposition technique to understand the trend. The decomposition reveals that a significant portion (65%) of the growth was due to an increase in the download speeds of mobile networks. An increased acceptance of mobile-only access by households aged 55 and older was also partly responsible. Understanding (and developing a response to) the trend towards mobile-only adoption will be important as organizations and governments continue to work to close the digital divide.     

Diagnosing a healthcare cybersecurity crisis: The impact of IoMT advancements and 5G

Internet of Medical Things (IoMT) technology remains in early stages of adoption, but advancements and breakthroughs are quickly moving this process forward. There is a critical need for cybersecurity to be a priority in the development of these new tools, alongside design and utility. Given the rapid pace and potential magnitude of the coming advancements in IoMT, if privacy and security risks are neglected, a significant crisis could emerge in the form of more frequent cybersecurity breaches. This article examines the market opportunities and risks associated with IoMT and outlines a plan for proactively mitigating concerns and providing a platform to foster growth, to modify attitudes and behaviors, and to continue to build consumer confidence in the overall health system without sacrificing security.     

互联网对企业协同创新中知识增值的影响——软创新资源的作用

互联网环境下协同创新中的知识增值运行机制发生重大改变。从知识流视角出发，整合资源基础观与知识基础观，在完善软创新资源概念的基础上，通过对4个案例的深入探索，分析软创新资源各维度对协同创新知识增值的影响。结果表明，互联网的群智性、泛在性等特点可以孕育出软创新资源，进而影响协同创新中的知识增值。其中，软创新资源包括开放型信息资源、协同型关系资源、创新型文化资源以及技术型能力资源4个维度，并分别作用于知识获取、知识转移、知识创造和应用，从而实现知识增值。最后，针对如何最大程度地发挥互联网在促进知识增值方面的作用，提出相关建议。     

期望落差与互联网新创企业狙击型国际化——基于资源条件与市场环境二元情境视角

互联网新创企业国际化战略目标及实施路径独具特色，逐渐成为研究热点。以北京小桔科技有限公司为案例对象，基于业绩反馈理论和前景理论，构建“期望落差-二元情境-狙击型国际化”的研究框架，系统揭示互联网新创企业狙击型国际化行为及实现机制。研究发现：期望落差促使互联网新创企业实施狙击型国际化战略，资源条件与市场环境二元情境在其中具有调节作用，即在资源劣势-市场壁垒高情境下采取“组合拳”模式的狙击型国际化，在资源劣势-市场壁垒低情境下采取界内合作模式的狙击型国际化，在资源优势-市场壁垒高情境下采取跨界协作模式的狙击型国际化，在资源优势-市场壁垒低情境下采取市场控制模式的狙击型国际化。     

The mechanism of credit risk contagion among internet P2P lending platforms based on a SEIR model with time-lag

The credit risk contagion of Internet peer-to-peer (P2P) lending platforms is an important part of Internet financial risk management and supervision. This study analyzes the contagion path of credit risk in Internet P2P lending. Based on complex network theory and the theory of infectious disease dynamics, the characteristics of Internet P2P lending development are combined to construct a SEIR model of credit risk transmission among Internet P2P lending platforms with time lag, and the robustness of the model is analyzed and proven. The influence of platform correlations, the susceptible immune rate, the platform elimination rate, contagion latency, the saturation coefficient, and the susceptibility input rate on credit risk contagion behavior among Internet P2P lending platforms is analyzed, using the equilibrium point and threshold value. The impact of each variable is analyzed by simulation. Corresponding countermeasures and suggestions are proposed to prevent and control credit risk contagion among these platforms.