The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement

Academic literature retains a dearth of empirical evidence of the cutting-edge aspect of artificial intelligence (AI)-powered digital assistance and digital multisensory cues, despite the prospect of these factors on real-life customers' luxury brand online shopping experience. Thus, the aim of this study is to examine the significant pathway and effects of AI-powered digital assistance toward customers’ luxury brand online shopping experience. Drawing on S–O-R (Stimulus, organism, and response) and TRAM (Technology Readiness and Acceptance Model) paradigm, a multi-method research design was deployed to investigate constructs. Firstly, semi-structured interviews were utilized to explore customers' online behavior under the luxury brands and information technology aspect. Secondly, survey data were collected and analyzed by using partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The PLS-based analysis of quantitative data confirmed the exploratory insights of qualitative findings, establishing the connections of AI-powered digital assistance, customer engagement, and customers' luxury brand online shopping experience. Research findings also suggest that customer engagement plays a mediation role in the relationship between AI-powered digital assistance and customers' luxury brand online shopping experience. Besides, digital multisensory cues moderate the relationship between AI-powered digital assistance and customer engagement. Further, fsQCA complements the findings of PLS-SEM that reveal the significant combination of factors that lead to the perceptions of customers' luxury brand online shopping experience.     

A model of tourism advertising effects

This study develops the AIEDA tourism advertising effects model and examines this model by tourism destination types and advertising formats in a field experiment. The AIEDA model extends the traditional AIDA model in the advertising field and additionally considers the unique features of tourism products. It includes five hierarchical stages: Attention→ Interest→Evaluation (Perceived Usefulness→ Perceived Credibility) → Desire →Action. Findings of experimental research indicate that destination type and advertising format have main effects and interaction effects on tourism advertising effects. In addition, this study discovered that, for natural and cultural destinations, video ads yielded similar or more positive advertising effects than virtual reality ads, whereas print was the least effective advertising format.     

The Use of Different Endorser Types in Advertising: A Content Analysis of Magazine Advertisements

Most of the literature assumes that endorsements, particularly by celebrities, are a frequently used advertising strategy. However, no study has yet investigated the use of the different endorser types identified by academic literature. This study seeks to close this research gap by analyzing German print advertisements. It finds that endorsement strategy in general is used much less than academic literature assumes, and that the relative significance of the different endorser types is incongruent to expectations. Moreover, the data suggest that, contrary to the literature's assumptions, credibility is not the most important underlying construct for endorsement advertisements, the endorser type used is frequently determined by the product category that is being advertised, and campaigns based on authenticity and similarity are gaining considerable importance in advertising practice.     

Advertising,Price and Quality in Self–regulating Professions: A Survey

This paper surveys the theoretical and empirical literature on the relationship between advertising, fees and quality in the self–regulating professions. Much of the literature is derived from the perspective of advertising as an information–enhancing device, helping to reduce the information asymmetry between professional and client. This is consistent with the majority of the empirical studies which suggest that advertising tends to have a downward effect on professional fees, with little if any adverse effect on quality. There are, however, important issues of method and measurement which may lessen the force of this conclusion     

肉类食品安全认知和选择行为

目前，消费者对肉类食品安全状况表示担忧，消费者对兽药残留、饲料添加剂、食品添加剂的不舍理使用，以及病畜肉问题关注程度较高。对风险程度较高的微生物污染关注程度较低。在购买肉类食品过程中。颜色、气昧等易于直接识别的特征是消费者用于判断肉类食品质量常用的质量信号，对价格、食品标簦所提供的质量信息的信任程度不高。政府应加强食品安全信息披露体系建设，为肉类食品生产者的安全生产行为提供激励。     

Advertising Bans, Monopoly, and Alcohol Demand: Testing for Substitution Effects using State Panel Data

Using a panel of 45 states for the period 1982–1997,this study analyzes the importance of severalrestrictive alcohol regulations, including advertising bans for billboards, bans of price advertising, state monopoly control of retail stores, and changes in the minimum legal drinking age. In contrast to previous research, the study allows for substitution among beverages as a response to a regulation that targets a specific beverage. A restrictive law that applies only to one beverage (or one form of advertising) can result in substitution toward other beverages (or non-banned media). Allowing for substitution means that the net effect on total alcohol consumption is uncertain, and must be determined empirically. The empirical results demonstrate that monopoly control of spirits reduces consumption of that beverage, and increases consumption of wine. The effect on beer is positive, but is not statistically significant. The net effect on total alcohol is significantly negative. Higher minimum legal drinking age laws have negative effects on beverage and total alcohol consumption. Bans of advertising do not reduce total alcohol consumption, which partly reflects substitution effects. The study thus demonstrates the possible unintended consequences of restrictive alcohol regulations.     

“融媒体”时代保险业广告预算管理问题探讨

数字技术的发展所带来的媒体形势的变化对保险业的广告预算管理模式形成了较大的冲击.本文分析了保险业广告预算管理的现状,以及在“融媒体”时代背景下保险业广告预算管理所存在的问题,并结合保险业特点及媒体传播环境的变化,预测了保险业广告预算管理的未来发展趋势.     

Exploring the Challenges of Incorporating Social Media Marketing Strategies in the Restaurant Business

The purpose of this study is to explore the adoption, challenges, and current uses of social media in small restaurants. Past research in this area is scarce, and most focuses on larger establishments. To address the research objectives, 20 small restaurants in Northeastern United States were interviewed. Literature identifies a variety of goals that social media can play in fostering interactions, engagement, relationships, and building communities online, but this study shows that few restaurants attempt to do this. Even though in most small restaurants social media significantly contributes to their marketing strategy, the majority of small restaurants use it as a low-cost advertising tool to gain exposure, generate interest, inform, and spread word of mouth. The study suggests ways in which social media could be embraced by small restaurants to help them address the challenges they face, so they can go beyond using social media as merely an advertising tool.     

Going for gold: Investigating the (non)sense of increased advertising around major sports events

Major sports events draw unsurpassed media attention. Companies are motivated to increase their advertising investments around these events to reach large audiences in a short period. Is such an advertising surge actually beneficial though, or should companies avoid advertising in these periods because of negative effects of competitive interference? This study investigates when consumer packaged goods companies should invest in advertising to increase sales: before, during, or after the event or outside these event periods. The author estimates short- and long-term own- and cross-advertising elasticities for 206 brands using four years of weekly data. Although considerable heterogeneity exists across brands, own-advertising effectiveness diminishes especially before and during major sports events, in both the short and the long run. In addition, brands benefit less from category-demand effects through competitors' advertising. Conversely, greater increases in advertising spending resulting in significant growth in share of voice around focused, single-sport events are a successful strategy to overcome this overall general negative trend.     

The capital market spillover effect of product market advertising: Evidence from stock price synchronicity

We analyze whether product market advertising has a spillover effect on stock price synchronicity by transmitting firm-specific information to the capital market and attracting more investor attention. Using a sample of Chinese listed firms from 2009 to 2017, we find that firms with greater advertising expenditures have lower stock price synchronicity. The results are robust after we address endogeneity concerns. In accord with our hypothesis that product market advertising increases the amount of firm-level information capitalized into stock prices through the information channel, we find that the impact of advertising on synchronicity is more pronounced for firms with a higher degree of information asymmetry and firms in the consumer-product industry. Further tests show that product market advertising enhances the ability of current period returns to reflect future earnings, and thus rules out that the negative relationship between advertising and synchronicity is driven by noise trading. Our results imply that product market advertising plays an informative role and improves information efficiency in a capital market.