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.     

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.     

How do telecommunications reforms affect labour market arrangements? Evidence from Central and Western Europe

This paper exploits variations in the timing of telecommunications reforms across Europe to investigate the relationship between the rise of alternative work arrangements and the emergence of the Internet. We evaluate whether sectors that are technologically more dependent on information and communication technologies (ICT) experienced disproportionately larger changes in their employment outcomes after telecommunications reforms were introduced. Our main results point to a disproportionate increase in total employment, part‐time work and home‐based work among ICT‐dependent sectors after the implementation of telecommunications reforms. These results suggest that telecommunications reforms affected labour market arrangements by fostering the adoption of ICT. The results are robust to several specifications.     

The rise of smart consumers: role of smart servicescape and smart consumer experience co-creation

ABSTRACT

Rapid technological advancements have led to the emergence of smart services and smart consumers. This study focuses on smart consumers who voluntarily engage in value creation activities, in order to conceptualise smart experience co-creation (SEC) and the smart servicescape. Drawing on the Stimulus-Organism-Response (SOR) framework, a model is proposed and tested around the impacts of smart servicescape dimensions (aesthetics, superior functionality, social presence, perceived interactivity and perceived personalisation) on smart consumer experience co-creation. SEC is conceptualised as a second-order construct consisting of cognitive, hedonic, social/personal, and pragmatic/economic first-order dimensions. Results show that the technological environmental cues of the smart servicescape (S) collectively influence smart experience co-creation (O), and this co-created experience eventually influences consumers’ service brand equity and word-of-mouth (WOM) intentions (R). A major novelty of this study lies in uncovering the relationship between experience co-creation and service brand equity. Findings have theoretical and managerial implications for smart services.     

A gossip based information fusion protocol for distributed frequent itemset mining

The computational complexity, huge memory space requirement, and time-consuming nature of frequent pattern mining process are the most important motivations for distribution and parallelization of this mining process. On the other hand, the emergence of distributed computational and operational environments, which causes the production and maintenance of data on different distributed data sources, makes the parallelization and distribution of the knowledge discovery process inevitable. In this paper, a gossip based distributed itemset mining (GDIM) algorithm is proposed to extract frequent itemsets, which are special types of frequent patterns, in a wireless sensor network environment. In this algorithm, local frequent itemsets of each sensor are extracted using a bit-wise horizontal approach (LHPM) from the nodes which are clustered using a leach-based protocol. Heads of clusters exploit a gossip based protocol in order to communicate each other to find the patterns which their global support is equal to or more than the specified support threshold. Experimental results show that the proposed algorithm outperforms the best existing gossip based algorithm in term of execution time.