Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities

Artificial intelligence (AI) has captured substantial interest from a wide array of marketing scholars in recent years. Our research contributes to this emerging domain by examining AI technologies in marketing via a global lens. Specifically, our lens focuses on three levels of analysis: country, company, and consumer. Our country-level analysis emphasizes the heterogeneity in economic inequality across countries due to the considerable economic resources necessary for AI adoption. Our company-level analysis focuses on glocalization because while the hardware that underlies these technologies may be global in nature, their application necessitates adaptation to local cultures. Our consumer-level analysis examines consumer ethics and privacy concerns, as AI technologies often collect, store and process a cornucopia of personal data across our globe. Through the prism of these three lenses, we focus on two important dimensions of AI technologies in marketing: (1) human–machine interaction and (2) automated analysis of text, audio, images, and video. We then explore the interaction between these two key dimensions of AI across our three-part global lens to develop a set of research questions for future marketing scholarship in this increasingly important domain.     

Nicknames as identity badges: How self-reflective nicknames can facilitate users’ online social interactions

An Internet nickname is essential in facilitating online interpersonal interactions. It is a pivotal element of interaction that provides other users with an initial impression and affects the decisions and behaviors of users during their online interactions. Although the existing literature has found that nicknames are relevant to users’ psychology and behavior, direct research on the motivation for and the effect of choosing a particular Internet nickname has been very limited. Borrowing from relevant theories on avatars, this paper summarizes the motivations behind Internet nickname choices in terms of three aspects: virtual exploration, social navigation and contextual adaptation. Moreover, from the perspective of collective self-esteem (CSE) and group identification, this research explores the influence mechanism between the motivations underlying Internet nickname choices and users’ online social interactions. A total of 394 samples were obtained from online communities in China to test our research model. We found that virtual exploration, social navigation and contextual adaptation are three motivations for creating Internet nicknames, and they have direct effects on the online social interactions of users. CSE has a full mediating effect between virtual exploration and online social interaction and acts as a mediated variable between social navigation and online social interaction. Group identification fully mediates the relationship between social navigation and online social interaction as well as that between contextual adaptation and online social interaction. The conclusion of this paper provides not only a new perspective for the study of Internet nicknames but also a potentially feasible way to stimulate users’ online social interactions.     

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     

Problem shifts and market research: The role of networks in business relationships

This article discusses changes in approach to the study of business relationships, and sees the paradigm concept as constituting an inadequate basis for describing gradually evolving changes in the perception of business. The frequent references to paradigms appear to focus more on state aspects than on change aspects of theory building. The article attempts to trace some of the changes in the perception of markets preceding the emergence of network theories, and relates the presence of an interactional approach to business studies to the concept of problem shifts (Lakatos). The development of interactional approaches in marketing is seen as representing a shift away from theory building commonly found in economics and organizational theory. Changes in the approach to the study of business relationships are interpreted as theoretical or empirical problem shifts, and are thus related to the a priori and a posteriori relevance of the continual evolution of alternative business theories. The article explores some of the epistemological relevance of the network theories to the study of market relationships, and the potential impact on continual changes in approach to the study of markets.     

Optimising a Probabilistic Model of the Development of Play in Soccer

We present a probabilistic model based on the one developed by Hernández Mendo and Anguera (Revista de Psicologíca Social, 16(1), 71–93, 2001). Here we have tried to break down the interaction contexts that the opposing teams are able to generate and transform during the game. We are aware that a given player or team does not produce consistent behaviour in similar situations. However, a degree of uncertainty is assumed to exist regarding whether the results obtained are a specific function of the analysis used. In order to carry out this research a category system which optimized that used in the previous model was developed. This system should enable the interaction between teams to be observed within the actual play of a soccer game. A lag sequential analysis was performed on the basis of a coding of the behavioural flow. After describing the behavioural patterns obtained a probabilistic model of the development of play in soccer is proposed.     

排球普修课互动教学模式探讨

从排球普修课运用互动教学模式的必要性入手,着重探讨了运用互动教学模式的理论路径,并根据体育教学的实际情况,提出在排球普修课教学过程中应充分发挥教师对教材的能动作用;合理搭建师生互动平台;注重创造学生与学生平等交流的机会等建议。     

社区图书馆与公共图书馆的互动发展

分析了城市化后建设社区图书馆的必要性以及由公共图书馆创办或参与社区馆发展的好处，阐述了两者之间在图书馆事业发展中的相互影响、相互推动的关系。公共图书馆应该充分发挥其各方面的优势来促进社区图书馆的发展，建设特色社区图书馆网络。     

民族地区高职教育与地方经济良性互动的构建

在民族地区发展经济比其他地区面临更多的困难,在这些困难中最突出的是人才缺乏。它制约着经济的快速发展。要解决这一难题,一个重要的途径是发展高职教育。同时,只有民族地区的经济得到快速发展,民族地区的高职教育的发展才有良好的基础。因此,必须使民族地区的高职教育与当地的经济建设形成良性互动,才能实现两者的持续、稳定发展。     

Dynamic R&D competition with memory

We consider a differential game of R&D competition and explore the impact of rivalry on the firms' investment behavior over time. Using closed-loop strategies and hence allowing for strategic interactions among rival firms we show that R&D spending by the individual competitor is increased due to competition in the race for priority. This leads us to argue that competitive encounters enhance R&D activities at the same time as increasing efficiency in the race for a technological breakthrough.