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.     

Forecasting turning points in tourism growth

Tourism demand exhibits growth cycles, and it is important to forecast turning points in these growth cycles to minimise risks to destination management. This study estimates logistic models of Hong Kong tourism demand, which are then used to generate both short- and long-term forecasts of tourism growth. The performance of the models is evaluated using the quadratic probability score and hit rates. The results show that the ways in which this information is used are crucial to the models’ predictive power. Further, we investigate whether combining probability forecasts can improve predictive accuracy, and find that combination approaches, especially nonlinear combination approaches, are sensitive to the quality of forecasts in the pool. In addition, model screening can improve forecasting performance.     

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.     

An investigation of the corporate identity construct in China: Managerial evidence from the high technology industry

The study develops and extends existing frameworks of corporate identity and investigates what organisations in China perceive as essential components of the corporate identity concept including their dimensions and contents. The study adopted a qualitative approach and the method of research was a case study. Using the soft-laddering approach, and a multidisciplinary categorisation of analyses of corporate literature and websites, a systematic analysis of the corporate identity was carried out. Different from previous studies, the study reveals new dimensions on the basis of the industry practitioners’ views. The context of China has shown to influence a different focus, more significantly around the ‘impression’ that corporate identity can contribute with commercially. It is suggested that new high-tech firms in China may not have enough experience and capacity to engage in a more holistic corporate identity concept provided. The lack of such experience is particularly likely for new firms, which are still in their early stage of development. Implications for management of corporate identity in China are presented along with directions for further research in the marketing communications literature.     

一种改进的电力线通信系统脉冲噪声抑制方法

为了抑制脉冲噪声对电力线正交频分复用（OFDM）通信系统的影响，最常用的方法之一是在接收端OFDM解调器之前前置一个置零非线性单元，即传统置零法。然而，由于引入了非线性失真，其性能并不理想。针对传统置零法引起的非线性失真问题，提出了一种基于迭代消除非线性失真的改进置零法。首先，对接收到的时域OFDM信号进行脉冲噪声检测和置零处理；然后，在频域利用已检测的符号来重构时域置零处理引入的非线性失真，并通过迭代提高重构的准确性；最后，从频域接收信号中减去重构的非线性失真。仿真结果表明，所提改进算法与传统置零法相比，有非常大的性能提升，增强了电力线OFDM通信系统对脉冲噪声的抵抗能力。     

一款小型化S频段高谐波抑制功率放大器的设计

为了确保卫星系统电磁兼容性满足要求，设计了一款应用于卫星测控通信系统的小型化S频段高谐波抑制功率放大器。通过在功放输出端设置谐波抑制网络改善了电路的谐波抑制性能。采用集总与分布参数元件相结合匹配形式，实现了电路的小型化设计。电路尺寸38.5 mm×28.2 mm。通过对功放腔体结构进行细化建模仿真，确保了功放电路的稳定性。实测结果表明，当工作频率为2.52 GHz时，功放1 dB压缩点大于31 dBm，谐波抑制度大于61 dBc，功率附加效率高于35%，1 dB带宽大于320 MHz。与国内外同类产品相比，该功放在谐波抑制性能等方面具有明显优势。     

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.     

Conditional Effects of Touch on Purchase Behavior

Interpersonal touch has been shown to affect consumer behaviors such as compliance with a request, impulse buying, and tipping behavior. In this study, we examine if the impact of touch on purchase behavior is gender specific, and if it depends on how much the individual likes the product. Findings indicate male consumers are more likely to purchase a product at low to moderate levels of perceived tastiness when they are touched by a female server, whereas females are less likely to purchase. However, the touch encounter doesn’t matter for either gender when a consumer really likes the product.     

Road safety determinants in low and middle income countries

The objective of this article is to summarize and review the literature on the determinants of road traffic injuries and fatalities, to identify the relevant research gaps in particular for low and middle income countries. We also present a cross-country analysis of the determinants of road traffic injuries and fatalities that take into account a wide range of potential environmental, economic and social factors. The present study focused on differences based on the level of development. The goal was to identify relevant commonalities that may assist in the creation of road safety policies common to countries at a similar level of development. The countries were divided according to the level of gross national income per capita, and these income-level groups were the primary units of interest. The results presented here focus on the differences by income level.