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.     

Semiparametric time series regression modeling with a diverging number of parameters

Variable selection and error structure determination of a partially linear model with time series errors are important issues. In this paper, we investigate the regression coefficient and autoregressive order shrinkage and selection via the smoothly clipped absolute deviation penalty for a partially linear model with a divergent number of covariates and finite order autoregressive time series errors. Both consistency and asymptotic normality of the proposed penalized estimators are derived. The oracle property of the resultant estimators is proved. Simulation studies are carried out to assess the finite‐sample performance of the proposed procedure. A real data analysis is made to illustrate the usefulness of the proposed procedure as well.     

Central bank disclosure as a macroprudential tool for financial stability

The Basel Capital Accord (pillar 3) states that disclosure of information (transparency) is essential to financial stability. This study analyzes, through inflation reports, the disclosure of information from the Central Bank of Brazil concerning the credit market. We consider credit risk and capital buffers as measures of financial stability in this analysis. Furthermore, in order to measure the perception of the monetary authority on the credit market, we built two indices based on the central bank’s communication on credit development. We performed a panel data analysis based on a sample of 125 banks for the period from June 1999 to September 2014 (7000 observations). The findings suggest that central bank communication regarding expectations concerning the credit market contributes to financial stability. Therefore, this kind of communication of central banks (about credit development) may constitute an important macroprudential tool to improve financial stability.     

Hotel school alumni’s intentions to use communication channels – a cross-generational comparison study

ABSTRACT

Alumni communication is vital in sustaining the relationship between alumni and their alma maters. This research investigated four cohorts of alumni, and their intentions to use a range of traditional and digital communication channels, including social media. An online questionnaire was sent to 8060 alumni and resulted in 595 usable responses, yielding a 7% response rate. The research results showed that alumni have the highest intentions to use the alumni e-newsletter and the alumni Website and the lowest intentions to use social media, e.g., Twitter, Instagram, and YouTube. Among alumni cohorts, significant statistical differences in their intentions to use these communication channels were identified. Given our findings, alumni communication staff are encouraged to leverage different communication channels targeting alumni in different age groups.     

On Targeting Frameworks And Optimal Monetary Policy

We show that speed limit policy, a monetary policy strategy that focuses on stabilizing inflation and the change in the output gap, consistently outperforms flexible inflation targeting and flexible price level targeting in empirical medium‐scale DSGE models under discretionary policymaking. In contrast to small‐scale New Keynesian models, this welfare ranking of the targeting frameworks is not overturned when inflation dynamics are mostly backward‐looking. Importantly, the performance of the speed limit policy shows less sensitivity to its parameterization than other frameworks that target the inflation rate or the price level.     

黑色叙事对旅游目的地引致形象的影响机制

"讲好故事"已成为塑造和传播国家和地方形象的重要手段。以"讲故事"为手段打造旅游目的地形象是一种国际通行的旅游目的地营销方式。现有旅游目的地叙事研究开展还很不充分,关注的叙事偏重于正面叙事材料,对负面叙事的关注还很不够。文章着眼于黑色叙事对旅游目的地引致形象的影响机制,以德国首都柏林作为研究案例,以著名历史游记《柏林:一座城市的肖像》(Berlin:Imagine a City)中关于柏林的系列黑色叙事和柏林旅游局在微信公众号发布的图片作为实验材料,通过招募志愿者参与包括4个阶段的混合研究设计,验证黑色叙事对柏林旅游目的地形象(认知、情感及意动)的复杂影响。研究的主要理论贡献在于:首先,验证了黑色叙事对旅游目的地形象具有显著影响,实证该影响主要透过"叙事主角-游客-自我形象一致性"这一主线发挥作用,明确了黑色叙事主角形象对黑色叙事引致旅游目的地形象的影响机理,丰富了叙事传输理论相关结论。其次,验证了黑色叙事引致情感形象在黑色叙事影响旅游目的地形象过程中的影响效应,发现黑色叙事引致情感形象(而非认知形象)是黑色叙事最终能够影响游客动机的关键。最后,在黑色叙事这一特定研究情境中,验证了目的地认知形象对"情感形象影响意动形象"具有"增强调节效应",丰富了现有旅游目的地形象"认知-情感-意动"三联结构理论。文章在此基础上提供了相应的管理和营销建议。     

Microfoundations of companies' dynamic capabilities for environmentally sustainable innovation: Case study insights from high‐tech innovation in science‐based companies

To achieve sustainable development, companies are increasingly putting an emphasis on the creation and the promotion of environmentally sustainable innovations. Environmentally sustainable innovation often involves a significant shift in a new strategic direction. This paper studies this shift from a dynamic capabilities perspective and aims to identify the microfoundations of science‐based companies' dynamic capabilities for high‐tech environmentally sustainable innovations. It investigates the development of high‐tech environmentally sustainable innovations in two distinctive science‐based companies. To scholars, this study provides an in‐depth process analysis, over time, of how and why microfoundations of dynamic capabilities influence the development of a science‐based company's high‐tech environmentally sustainable innovations. To practitioners in science‐based firms, this process study can function as a frame of reference, enabling the tailoring of a strategy for high‐tech environmentally sustainable innovation.     

X频段高频谱纯度频率合成器设计

针对高灵敏度接收机对频率合成器的高技术指标要求，构建了一种融合了直接模拟、直接数字以及间接数字的频率合成技术方案，根据该方案，成功实现了频率合成器的工程研制。通过测试，频率合成器相位噪声达-112 dBc/Hz@5 kHz，杂散抑制优于-75 dBc，频率分辨率小于1 kHz，10 MHz跳频时间约为13 μs，满足了高灵敏度接收机对频率合成器的高技术指标要求，为高纯度频率合成器的实现提供了一条新途径。     

基于AD9361的掌上型LTE RRU设计与开发

当前小体积远端射频单元（Remote Radio Unit,RRU）主要是皮站级别的Pico-RRU，其重量和体积仍然难以满足掌上型的要求。为此，采用高集成度的AD9361芯片来实现长期演进（Long Term Evolution，LTE）宽带收发信机功能，配合时钟同步模块、放大器模块和控制接口电路等一起构建低成本的掌上型RRU。主要解决了基于AD9516的时钟同步、低相位噪声设计和高灵敏度接收机设计三个技术难点，成功实现了掌上型、高性能、低成本的设计目标。整个RRU样机尺寸为18 cm×10 cm×2 cm，质量约500 g，量产成本千元以内。测试表明，该RRU下行误差向量幅度（Error Vector Magnitude，EVM）小于3%，优于3GPP要求的8%；10 MHz带宽时上行接收机灵敏度优于3GPP要求的-93.5 dBm。