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.     

Platform selection by software developers: Theory and evidence

This paper analyzes platform selection (affiliation) by game developers in the Japanese home video game industry. We develop an elementary model of affiliation by software developers and propose the hypothesis that wider availability of game titles for a platform positively inclines game developers to affiliate with that platform when releasing new game titles. Then, using data for Japan, we estimate a multinomial logit model that includes both the attributes of game developers and the characteristics of platforms, and find evidence supporting this hypothesis. Overall, the findings suggest that game developers expect the indirect network effect to apply, and the prospect of future growth matters to them when deciding with which platform to affiliate.     

提高新闻节目制作效率的方法

文章围绕如何建立简洁实用的新闻节目采编、制作、传输的方式来展开。介绍了前方记者拍摄完新闻事件后快速剪辑素材需要用到的软件、硬件，以及如何根据需要对素材进行有效压缩，然后通过互联网传送回总部等一系列的方法。     

降低头肩视频序列编码码率的一种新方法

由于会计上遵循权责发生制,财务操纵利润有很大的余地,因而关于会计造假的丑闻屡禁不止,这样,就使基于利润为基础的企业价值评估大打折扣。本文介绍了一种源于西方并已发展成熟的价值评估指标--自由现金流量,美国企业公布的年报都要求披露这一数据。相对于国内现通行的各项指标,它有很多突出优势,对进一步了解企业价值有一定的借鉴作用。最后,根据自由现金流量在实际运用中的局限性,提出几点建议。     

观众求真心理对影视视听创作的影响

文章分析总结了一些影视作品的市场成败，从逼真性是影像的本性之一的观点以及当代受众的求真心理对当代影视作品创作的重要性角度指出在影视传播在创造过程中应充分考虑到受众心理，尤其是受众的求真心理。     

Econometric analysis of price index for home video cassette recorders in the U.S., 1978-1987

This paper conducts an empirical analysis on the U.S. VCR market using a hedonic approach. The paper finds that quality-adjusted price indices decline at 11-12% per year, with a large annual drop of about 18% from 1982-85. Estimation and data analysis reveal interesting aspects of the evolution of quality and price in the VCR market. As a result of the exclusion of the VCR category until 1986, the paper estimates a bias of 2.4% per year in the CPI electronics subindex.     

一种多媒体数据可靠传输策略

针对UDP数据报传输不可靠性这一问题，提出一种主动防止数据报丢失的策略。该策略在编码端分片传输UDP数据报，在接收端利用环形缓冲区接收并重组各数据报分片。这种策略不仅有效地避免了接收端多个数据报片冲突以及接收缓冲区溢出等现象的出现，而且减小了数据报片丢失和乱序对解码图像质量的影响，使得恢复的图像质量有明显改善。     

The formation of habit and word-of-mouth intention of over-the-top platforms

The current study examines how video content on over-the-top (OTT) platforms and the enjoyment from watching them form habits and word-of-mouth (WOM) intentions. We propose a research model that integrates elements from the Self-Determination Theory (SDT) and the concept of “habit loop” from the Interest-Driven Creator (IDC) theory. The model was analyzed using PLS-SEM on 302 responses from OTT users. The study elucidates how video content availability helps in habit formation indirectly through perceived enjoyment. The results also demonstrated that the WOM of OTT platforms is explained by perceived enjoyment, affective commitment, and the habit of using the OTT platforms. The study highlights that habit is a significant predictor of affective commitment and WOM intention of hedonic apps. This is the first study to illustrate how video content availability affects users’ enjoyment, habitual use, and WOM intentions. Habit as a significant predictor of affective commitment and WOM intention of hedonic apps, like OTT platforms, is unprecedented.     

Video mining: Measuring visual information using automatic methods

Marketers are becoming increasingly reliant on videos to market their products and services. However, there is no standard set of measures of visual information that can be applied to large datasets. This paper proposes two standard measures that can be automatically obtained from videos: visual variation and video content. The paper tests the measures on crowdfunding videos from a leading online crowdfunding website, and shows that the proposed measures have explanatory power on the funding outcomes of the projects. These measures can be effectively implemented and used for large datasets. Further, researchers can apply these measures to other sets of visual information, and marketers could use the research to guide their video design and improve their video marketing effectiveness.     

Hen housing system information effects on U.S. egg demand

The U.S. egg industry has been moving rapidly towards “cage-free” aviary housing as an alternative to conventional cages for hens. A choice experiment was used to evaluate the U.S. public’s willingness to pay (WTP) for egg attributes including housing system, color, size, and certifying agency. A significant difference in WTP for hen housing systems was found using video information treatments describing hen housing systems. When respondents were shown videos of egg production systems, they were indifferent between cage-free aviary and the alternative enriched colony hen housing system whereas with no video information the respondents clearly preferred the cage-free system. Results point towards potential public misunderstanding of the costs and benefits associated with the “cage-free” egg label designation and highlight potential discrepancies between industry commitments and informed consumer preferences.