Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement

This study aimed to examine the effects of awareness of paid endorsements by social media influencers on followers’ cognitive persuasion knowledge (ad recognition), attitudinal persuasion knowledge (relationships with the influencer), and behavioral intentions, specifically eWOM intention and purchase intention. Employing an online survey (N = 269), this study found that awareness of paid endorsement relates to ad recognition, which is correlated with purchase and eWOM intentions. We also found that awareness of paid endorsement is correlated with influencer-follower relationship, which is associated with purchase and eWOM intentions. However, ad recognition does not affect influencer-follower relationship. Implications for public relations theory, practice, and policy are discussed.     

网红直播带货的伦理审视

随着网络直播的兴起和网红经济的发展,"网红直播带货"成为一种新的重要营销方式,它不仅能满足人们个性化的物质需求,而且能满足个体的社交化情感诉求,但其中所潜藏的诚信缺失和个体消费成瘾等伦理失范问题较为突出。加强个人义利观教育、完善社会诚信监督机制,丰盈个体精神生活、净化社会消费风气,则是解决这些伦理问题的可行性路径。     

No Mind Reading Necessary: Conducting Evidence-Based Electronic Resource Marketing and Outreach Using Marketing Research Assessment

Abstract

In her presentation entitled “No Mind Reading Necessary: Conducting Evidence-Based Electronic Resource Marketing and Outreach” at the North Carolina Serials Conference April 2019, Kate Hill discussed marketing research strategies and outreach tools used to increase online users’ access to electronic resources and primary resources. In an effort to connect users to seldom-used resources, Jackson Library collaborated with university partners to develop surveys to identify the information-seeking behavior of its users and apply the gathered marketing research to strategically plan outreach activities.     

浅谈玉柴重工的精益营销模式

广西玉柴重工有限公司是中国最大的中小型工程机械生产基地、出口基地,全球工程机械50强,排名43位。玉柴重工近年来高速发展,并在精益营销、公司管控、产品扩张等方面取得了令人瞩目的成绩。特别是在2010年,玉柴重工分别在常州、泸州建立了生产基地,在天津设立了全球营销结算中心、全球服务中心。天津玉柴重工的成立,标志着玉柴重工对营销资源进行了合理而有限的配置,迈出了精益营销的步伐。本文探讨进行精益营销的前因后果及必要性。     

Back to Brit: retired British migrants returning from Spain

Since the seminal research of O'Reilly, Karen [2000. The British on the Costa del Sol. London: Routledge] and King, Russell, Anthony Warnes, Allan Williams [2000. Sunset Lives: British Retirement Migration to the Mediterranean. New York: Berg Publishers] about British citizens on the Costa del Sol there has been a surge in the publication of lifestyle migration papers, books and research. Nonetheless, there is a part of the lifestyle migration process that has been rarely explored: a return move to the country of origin following retirement migration. Research has indicated a broad increase in the number of older British returnees, yet there has been no substantive research on the topic. This paper therefore attempts to fill this gap by using Spanish registry data to examine the number of British retirees since 2009 who have returned to the UK. In addition, the results of an electronic survey to older British people in Spain are presented which suggest that considerable numbers of British citizens aged over 55 living in the Northern Costa Blanca are likely to return in the next few years. These data therefore indicate the relevance of return migration from Spain to the UK as a significant issue to the academic community as well as to British and Spanish policy-makers.     

‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign

In explicit persuasion, the communicator states explicitly a desire to persuade the consumer. By referring to an attributional approach, social engagement was simultaneously explored as a beneficial communicator attribute, while cause-related marketing (CRM) was addressed as a boundary condition. In an experiment, we varied the persuasion strategy (explicit vs. implicit), the communicator’s prior experience with social engagement (yes vs. no), and the specific marketing strategy (CRM vs. non-charity marketing). As expected, in the non-charity marketing condition, explicit (vs. implicit) persuasion was more effective when the communicator had prior experience in social engagement. In the CRM condition, explicit (vs. implicit) persuasion was less effective when the communicator had prior experience in social engagement; when no prior experience was reported, persuasiveness increased.     

电视频道专业化的困境与策略

频道专业化是世界电视发展的潮流。我国在电视频道专业化的进程中存在一些问题。在此，从盈利模式、受众细分、频道定位等方面深层次剖析限制我国频道专业化发展的瓶颈，并借鉴国际上成熟的专业化频道的运作经验，有针对性地提出了一系列频道专业化的建设思路和营销策略，以求能对电视业务界有借鉴、指导意义。     

Adolescents,Online Marketing and Privacy: Predicting Adolescents’ Willingness to Disclose Personal Information for Marketing Purposes

The present study aims at exploring which factors predict the willingness of adolescents to disclose personal information in response to online marketing requests. Our analyses show that especially privacy concerns and perceived benefits explain a considerable portion of variance in both willingness to disclose profile data (e.g. age, hobbies, favourite products) and contact data (e.g. phone number, e‐mail address, home address). An interesting interrelationship was found between profile data and contact data disclosure. Contrary to our expectations, parental mediation strategies were only a weak predictor of teenagers’ willingness to disclose contact information. Policy implications that emerge from the central findings of this study are discussed.     

多媒体案例教学在市场营销学教学中的应用

从科学分组、具体应用、如何合理评价学生三方面进行研究突破，提出与以往完全不同的多媒体案例教学模式。这种方法不仅能使学生充分掌握市场营销理论知识，而且对目前很多高校应用型人才的培养起到了非常重要的作用。     

不同权力结构下制造商双渠道供应链的博弈分析

在单个拥有线下传统批发及线上直销双渠道的制造商和单个零售商组成的供应链中,基于供应链成员博弈权力的差异,构建制造商占优或零售商占优的两类Stackelberg博弈及双方同等权力的Nash博弈模型,分析了三种博弈权力结构对供应链成员价格,需求和利润的影响。研究发现：当制造商线下传统批发渠道所占市场份额较小时,（1）渠道交叉价格弹性系数为0时和不为0时,三种博弈权力结构对制造商双渠道供应链均衡解的影响具有一定的鲁棒性;（2）三种博弈权力结构下,制造商线上直销渠道价格相同;两类Stackelberg博弈权力结构下,线下传统批发渠道价格相同且大于Nash博弈下的传统渠道价格;制造商批发价格随其博弈主导地位下降逐渐降低;（3）当渠道交叉价格弹性系数为0时,三种博弈权力结构对线上直销渠道需求的影响是无差异的;当渠道间交叉价格弹性系数不为0时,两类Stackelberg博弈权力结构下的线下传统批发渠道需求相同且小于Nash博弈下的传统渠道需求,线上直销渠道需求相同且大于Nash博弈下的线上直销渠道需求;（4）三种博弈策略下,制造商收益及零售商收益随其博弈主导地位下降逐渐降低;Nash博弈下,供应链总利润最大。