Development of Trust Scores in Social Media (TSM) Algorithm and Application to Advertising Practice and Research

Trust is an important factor, particularly in viral/social advertising, and computing trust scores for individual users of a social network is crucial for several applications in the advertising research and practice. However, research on trust in the advertising field has been limited, and the application of computational trust to advertising research using big data is rare. Addressing the gap in the research literature, this study proposed and empirically tested a new social media analytics method, the Trust Scores in Social Media (TSM) algorithm, for measuring individual users' trust levels in a social network. TSM proposes the concept of negatively reinforced trust scores and introduces two complementary measures of trust, trustingness, and trustworthiness. Another unique and important element in the TSM algorithm is the incorporation of trust-decision involvement to adjust trust scores depending on the level of trust-decision involvement of different networks. Using small survey data and big data from social networks, this study demonstrated the effectiveness of the TSM algorithm. Various applications of the TSM algorithm to viral/social advertising research and practice are also discussed.     

Female,married and endorsing: integrating celebrity marital status,role congruence and credibility

In this study, we investigate the effect of marital status and perceived role congruence (RCN) of a female celebrity endorser on consumer attitudes incorporating the role of credibility in the Indian context. The research hypotheses were tested using a series of experimental designs. The main study had a 4 (Celebrity: Unmarried/Just Married/Married but Endorsing/Married and Comeback) × 2 (Product: Role Congruent/Role Incongruent) full factorial design. Non-student samples were used in this study. Major findings implied a significant effect of celebrity marital status, RCN and the interaction term on consumer attitudes. The three source credibility dimensions were found to have differential effects on consumer attitudes when they were included as moderators. This study finds evidence in support of diminishing effectiveness of female celebrities over time/marriage. In this study, we explored a new dimension of congruence (RCN) and found the same to influence consumer attitudes favourably towards the endorsed product.     

Myths about memes

Memes are conceived of as the cultural equivalents to genes. As cultural change can be modelled using theories and concepts from population genetics, a “meme’s eye view” of cultural change is arguably valid. However, such views are frequently dismissed. Whatever the merits or demerits of memetics are as a science, no prominent objections to the meme concept appear well-grounded by either evidence or logic. This paper suggests that such criticisms arise from a few key misunderstandings and fallacies concerning memes and questionable assumptions about evolution, culture and psychology on which these misunderstandings are based. These misunderstandings are described in this paper using examples of criticisms which have been made about the meme concept. These are then scrutinized using basic principles of evolutionary biology, economics, and psychology. It is hoped that future attempts to apply the meme concept are encouraged by addressing these issues here.     

The impact of fairness on trustworthiness and trust in banking

Abstract

Theorists and empirical researchers in marketing and other fields suggest that fairness is important in underpinning trust, which, in turn, is integral to developing and maintaining buyer–seller relationships. However, empirical investigation of fairness in the domain of marketing has, to date, been limited. Consequently, the relationship between fairness and trust is not well understood. Thus, the purpose of this study is to provide a fully developed social exchange model examining the differential effects of various dimensions of fairness on trustworthiness and customers’ trust. Data were collected from customers of banks and were analysed using confirmatory factor analysis and structural equation modelling. Findings of the study show that perceptions of fair treatment on the part of customers are important in driving trustworthiness and engendering trust.     

Barriers to internationalization: A study of small and medium enterprises in India

Small and medium enterprises (SMEs) play a significant role in the growth of the economy. Many SMEs have set up activities beyond their home markets, and their role is more important in contributing to future growth. They are confronted with international competition and forced to compete in international markets. In this study, authors have categorized obstacles to firm internalization as internal and external barriers. The three dimensions of external barriers include governmental and economic political/legal barriers, procedural, and currency barriers, and task and socio-cultural barriers. The internal barriers considered for the purpose of the study were informational barrier, managerial barriers, financial barriers, and marketing barriers. Authors have used adapted scale from previous researches in these domains. Database accumulated the SMEs that were involved in manufacturing activities in the state of Rajasthan, India. The measurement model is a confirmatory factor analysis. The measures used within this study were within the acceptable levels supporting the reliability of the constructs. The analysis of the data revealed that there was moderate correlation between the external and internal factors. Within the external factors, procedural and currency barriers showed the highest obstacle for SMEs in their pursuit for internationalization followed by task and socio-cultural factors. Results specified that the entrepreneurs were not able to handle and manage foreign exchange fluctuations due to their lack of knowledge in this field.     

Trade Openness,Corruption and Factor Abundance: Evidence from a Dynamic Panel

Using the Heckscher–Ohlin–Samuelson–Vanek (HOSV) framework, this paper illustrates a relationship between corruption and the pattern of international trade that depends on the factor endowments of countries. The relationship between trade openness and corruption is empirically investigated by using a panel dataset on trade openness, corruption and capital–labor ratio, and applying estimation techniques developed for dynamic panels. The regression results provide strong support to the hypothesis that the effect of corruption on trade openness depends on relative factor abundance.     

What is really common in the run-up to banking crises?

Arguing that crises are similar if they are predictable from historical experience, we employ panel logit models to examine similarities in the run-ups to the current global financial crisis and historical banking crises. Asset bubbles are the most common precursors.     

More stringent BITs, less ambiguous effects on FDI? Not a bit!

We show that the effectiveness of bilateral investment treaties in promoting FDI inflows remains elusive even when accounting for the strength of investor-state dispute settlement provisions contained in various, though far from all, BITs.     

The influence of demand factors on dynamic competitive pricing strategy: An empirical study

This empirical paper investigates the relationship between the dynamic strategic interactions among competitors in a component market and demand factors in the market for the end product. The structure of competition in the US microprocessor (MPU) industry is analyzed using data on prices and sales in both the MPU market as well as the market for personal computers. The pattern of dynamic strategic interaction between competing firms in this market on a key decision variable, price is studied. Non-nested model comparison tests based on equilibrium solutions derived for specific differential games are applied to identify the mode of competitive strategy between pairs of competing brands. The empirical fit to the longitudinal and cross-sectional data, of alternative models of competition, independent (Bertrand?CNash), Stackelberg leader?Cfollower, and Collusion, is used to determine which dynamic model best describes actual competitive behavior over the life of each MPU. Demand for the product market which is downstream from microprocessors, that for personal computers, is estimated using a generalized diffusion model with price effects. Data from the markets for desktop and laptop computers are analyzed at the level of computer vendor and internal microprocessor. Patterns are uncovered, linking downstream demand parameters with upstream competitive strategy. There is evidence to suggest that when there are strong diffusion effects driving sales of both the competing computer brands, there is a higher likelihood of Bertrand?CNash competition among MPU firms. However, when there are higher cross-price effects (substitutability) among personal computer brands there is a greater chance of Stackelberg leader?Cfollower price competition. When self-price effects are relatively high, the likelihood of Bertrand?CNash competition among MPU firms increases. Furthermore, when the potential demand for the computer product category is high, there is a higher likelihood of Bertrand?CNash pricing in the MPU market.