Marketing via smart speakers: what should Alexa say?

ABSTRACT

A smart speaker is a wireless device with artificial intelligence that can be activated through voice command. The artificial intelligence interacts in the form of a virtual personal assistant, such as Amazon’s “Alexa”. Companies are currently creating voice applications for smart speakers that allow consumers to use the personal assistant to perform tasks, such as acquiring information and ordering products. This is the dawn of a new type of interaction between brands and consumers, a new touchpoint. Brands need to catch the vision and create content for this new technology, content that is useful in the buying process. The purpose of this study is to determine what types of marketing messages people find acceptable on smart speakers. Based on the findings, a cognitive message strategy is effective with smart speakers. The paper presents three types of executional frameworks that are best suited for the design of a cognitive message: authoritative, testimonial, and slice-of-life. The overriding requirement for marketing on smart speakers is that the message must provide value to the listener.     

Advertising and Cultural Values: Reflections in the Distorted Mirror

This paper reviews the regrets and fears expressed by North American scholars about the commercialization of culture and presents a method for measuring the cultural character of advertising. This content analysis of manifest values yields a value profile of advertising and shows high consistency over time and across media. There is, however, a low correlation between this value profile and that of either the population at large or of heavy media users. This seriously challenges the conventional notion that advertising merely mirrors social values.     

Out‐of‐sample stock return predictability in emerging markets

This article builds on the widely debated issue of stock return predictability by applying a broad range of predictor variables and comprehensively considering the in‐sample and out‐of‐sample stock return predictability of ten advanced emerging markets. It compares forecasts from models with a single predictor variable, multiple predictor variables and a combination forecast approach. The results confirm the findings of Welch and Goyal (2008) for US data that only a limited number of individual predictor variables are able to deliver significant out‐of‐sample forecasts. However, a combination forecast approach provides statistically and economically significant out‐of‐sample forecast results.     

Give Them Something to Smile About: A Marketing Strategy for Recruiting and Retaining Volunteers

Using a marketing perspective, this study investigates whether the issue of “fun at work” would appeal to volunteers as a part of an effort to enhance recruitment and retention. Specifically, we examined volunteers' attitudes toward fun, their perceptions of what kinds of activities are fun and what are not, and the relative importance of workplace fun in what they perceive as an ideal volunteer position. In general, we found that volunteers had positive attitudes towards fun and experiencing fun at work was associated with higher job satisfaction and lower turnover intentions. Although “a fun workplace” was ranked relatively low in importance relative to other reasons why they volunteer, creating such an environment could enhance retention. Some age and gender differences were found in the perceptions of whether certain activities are fun or not. The implications of these results and directions for future research are discussed.     

城市重建双城记 伦敦＆广州

九年时光飞逝,感谢读者一路上的支持与厚爱,成就导刊辉煌。房导俱乐部除了诚意为会员提供备种优惠活动和贴心服务之外,更致力于把会员推上舞台,成为主角,或者对行业指点江山,或者分享旅途胜事,或者展现对生活的别致体悟,尽情挥洒迷人风采。