Marketing Communication Intensity Across Industries

Marketing communication intensity (i.e., the ratio of advertising and promotional expenditures to sales) has been an important topic for both business managers and academics. Here, we investigate cross-sectional and time-series variation of communication intensity due to: type of offering (product versus service) and type of market (consumer versus industrial). Overall, we find that both of these factors affect variation of communication intensity across industries and over time. However, the effect of market type is much more dramatic than the effect of offering type. Such knowledge about patterns in communication intensity levels helps managers make decisions about how much to spend on advertising and promotion.     

A Stochastic Goal Program for Employee Scheduling*

Deterministic goal programs for employee scheduling decisions attempt to minimize expected operating costs by assigning the ideal number of employees to each feasible schedule. For each period in the planning horizon, managers must first determine the amount of labor that should be scheduled for duty. These requirements are often established with marginal analysis techniques, which use estimates for incremental labor costs and shortage expenses. Typically, each period in the planning horizon is evaluated as an independent epoch. An implicit assumption is that individual employees can be assigned to schedules with as little as a single period of work. If this assumption violates local work rules, the labor requirements parameters for the deterministic goal program may be suboptimal. As we show in this research, this well-known limitation can lead to costly staffing and scheduling errors. We propose an employee scheduling model that overcomes this limitation by integrating the labor requirements and scheduling decisions. Instead of a single, externally determined staffing goal for each period, the model uses a probability distribution for the quantity of labor required. The model is free to choose an appropriate staffing level for each period, eliminating the need for a separate goal-setting procedure. In most cases this results in better, less costly decisions. In addition, the proposed model easily accommodates both linear and nonlinear under- and overstaffing penalties. We use simple examples to demonstrate many of these advantages and to illustrate the key techniques necessary to implement our model. We also assess its performance in a study of more than 1,700 simulated stochastic employee scheduling problems.     

Life Satisfaction of Rural Migrant Workers in Urban China: The Roles of Community Service Participation and Identity Integration

Abstract

China is home to approximately 245 million rural-to-urban migrant workers. The influx of migrants into urban areas has posed various challenges for local social service systems. Recently, increasing number of community services have been developed to meet the growing service demands from the migrant population. However, whether increase in community service use results in improved wellbeing among migrant workers remains critically unexplored. As such, this study examines the role of community service use in migrant workers’ life satisfaction and the potential mediating effect of identity integration in Shenzhen, China. Bootstrapped models were adopted to examine relationship among variables. Drawing from a sample of 1,087 rural-to-urban migrant workers, we found that community service use is positively correlated with both identity integration and migrant workers’ life satisfaction. Moreover, identity integration served as a partial mediator between community service use and life satisfaction. The mediating effect of identity integration was found to increase with age. This study highlights that diverse services should be implemented to address divergent needs of migrants in different age groups. Community service can also serve as a vehicle to foster integration among migrant workers in host communities, especially for older age groups. Future studies may further investigate the relationships between community social capital, community social support, quality of community-based organization and frequency of service use so as to optimize the life satisfaction of migrant workers.     

An evaluation of alternative fiscal adjustment plans: The case of Italy

What advice can be given to the policymaker to reduce the burden of public debt after a crisis? In this situation, the debt consolidation calls for fiscal surplus based on increases in taxes and/or reductions in public spending. This paper aims at answering to the above question. Specifically, it evaluates different policy options on the table using the estimated model of the Italian dynamic General Equilibrium Model (IGEM). Our main message is that plans aimed at reducing the public debt based on tax increases rather than expenditure reductions are more effective. Therefore, consolidation should be designed on the former.     

Developing a multi-level organization-public dialogic communication framework to assess social media-mediated disaster communication and engagement outcomes

Dialogic communication has long been viewed as vital for effective organization-public relations. Yet, it is under-theorized whether and how organizations’ disaster communication messages may embody dialogic communication principles, and how various dialogic features are associated with different public engagement outcomes on social media. Extending the Organization-Public Dialogic Communication (OPDC) framework to the context of social media-mediated disaster communication, we propose a multi-level framework to assess the dialogic capacity of Facebook messages sent by disaster management organizations during a natural disaster. Three levels of dialogic communication characteristics (i.e., message structure-level, topic-level, and linguistic level) are examined using content analysis and Linguistic Inquiry and Word Count (LIWC). Results identified media richness, correcting, and confirming topics as three consistent predictors of public engagement of all types. Meanwhile, there exhibit greater variations regarding how other topical features and linguistic characteristics are related to public’s cognitive, emotional, and behavioral engagement during a disaster.     

Best practices for online Canadian prenatal health promotion: A public health approach

Background

Prenatal health promotion provides information regarding pregnancy risks, protective behaviours and clinical and community resources. Typically, women obtain prenatal health information from health care providers, prenatal classes, peers/family, media and increasingly, Internet sites and mobile apps. Barriers to prenatal health promotion and related services include language, rural/remote location, citizenship and disability. Online public health platforms represent the capacity to reach underserved women and can be customised to address the needs of a heterogeneous population of pregnant women.

从“四化同步”到“六化协调”:县域产业升级发展新思路

随着“绿色化”理念的不断深入人心以及在中国经济发展过程中经济服务化在我国GDP产值中所占比值越来越大,把“四化同步”适时调整为“六化协调”已是大势所趋。“六化协调”发展与县域产业升级的密切关系为河北省县域产业升级振兴带来新思路,如何做?首先要找差距,抓重点,提升县域“六化协调”整体发展水平;其次要加强“六化”各系统之间互动,提升县域“六化”各系统发展水平;最后要制定区域化的“六化”发展战略,优化河北省“六化”协调发展的空间格局。     

One does not simply meme about organizations: Exploring the content creation strategies of user-generated memes on Imgur

This study explores how online publics are engaging with organizations by creating and sharing brand-related content online, outside corporate-controlled communication environments. This research employs a quantitative content analysis of memes shared on the social networking site Imgur to reveal how user-generated content conveys meaning about organizations. The analysis reveals brand-centric memes are generally classified as orphan memes, or memes that have distinct textual and visual characteristics separating them from established or emerging meme families. Memes about organizations are neither an overwhelming reflection of biting criticism or support, but rather a reflection of online public engagement with organizations that primarily use humor and textual brand features (or quiddities) to convey their commitment and satisfaction with the organization and unite meme families.     

Revisiting gendered assumptions of practitioner power: An exploratory study examining the role of social media expertise

The purpose of this exploratory study was to expand upon previous literatures in public relations power, and fill the need for more scholarship regarding practitioners’ perceptions of social media work, power, and gender. Findings from a survey of PRSA members showed that there is a gendered difference in power perception between males and females regardless of their PR roles or level of experience, but social media expertise was perceived equally between both genders. We argue that while social media expertise may serve to reduce a gendered power divide in public relations, continued critical exploration of social media and gender inequality is necessary.