تبلیغات اینترنتی و بازاریابی ایمیلی0 تومان
تبلیغات به عنوان یک علم جدید، عمری کمتر از یک قرن دارد. از زمانی که این دانش وارد حوزه تدریس و تحقیق دردانشگاه ها شد، تعاریف متفاوتی برای آن تدوین گردیده است. وجه مشترک همه این تعاریف، « تلاش برای شناساندن کالاو خدمت به مخاطبان و مشتریان » است که با ابزارها و از طریق روش های گوناگون انجام می شود. تبلیغات در لغت نامه وبستر به عنوان محل جلب توجه عمومی به چیزی بخصوص از طریق اعلامیه های پولی جهت برانگیختن میل به خرید یا اشاعه کالا تعریف شده است. پس تبلیغات، نوعی ارتباط از طریق رسانه های جمعی است. ارتباطاتی را می توان تبلیغات نامید که:
A B2C E-commerce Intelligent System for Re-engineering the E-Order Fulfilment Process0 تومان
In today’s world of digitization, the rise of the e-commerce business around the globe has brought a tremendous change not only in our purchasing habits, but also to the entire retail and logistics industry. Given the irregular e-commerce order arrival patterns, limited time for order processing in e-fulfilment centers, and the guaranteed delivery schedules offered by e-retailers, such as same-day or next-day delivery upon placing an order, logistics service providers (LSPs) must be extremely efficient in handling outsourced e-commerce logistics orders. Without re- engineering the order fulfilment processes, the LSPs are found to have difficulties in executing the order fulfilment process due to the tight handling requirements. This, in turn, delays the subsequent processes in the supply chain, such as last-mile delivery operations, consequently affecting customer satisfaction towards both the retailer and the LSP. In view of the need to improve the efficiency in handling e- commerce orders, this study aims at re-engineering the fulfilment process of e-commerce orders in distribution centers. The concept of warehouse postponement is embedded into a new cloud-based e-order fulfilment preprocessing system (CEPS), by incorporating the genetic algorithm (GA) approach for e-commerce order grouping decision support and a rule-based inference engine for generating operating guidelines and suggesting the use of appropriate handling equipment. Through a case study conducted in a logistics company, the CEPS provides order handling solutions for processing e-commerce logistics orders very efficiently, with a significant reduction in order processing time and traveling distance. In turn, improved operating efficiency in e-commerce order handling allows LSPs to better align strategically with online retailers, who provide customers with aggressive, guaranteed delivery dates.
A Consumer Satisfaction Model Based on the eIntegration of EDT and TAM: Comparative Study of Korean and US Consumers0 تومان
Purpose – The purpose of the research is to examine the process of consumer satisfaction formation for e-commerce. The study also predicts that the satisfaction formation model of ecommerce will differ between US and Korean consumers due to differences in cultural background. Design/methodology/approach – The study integrates the expectation disconfirmation theory (EDT) and the technology acceptance model (TAM). The hypotheses are examined by analyzing a structural equation model for consumers in the US and Korea. Findings – The results show that the model demonstrates good fit for both groups. For consumers in both countries, when purchasing fashion products on a new e-commerce site, the performance of the site’s usefulness was found to be a crucial variable in their satisfaction and intention to use the site. While there was no significant difference in the multiple group measurement model invariance test, our findings are meaningful because the slight differences in the standard coefficients of the two groups are considered.
A Fresh Look at Understanding Green Consumer Behavior among Young Urban Indian Consumers through the Lens of Theory of Planned Behavior0 تومان
Rapid economic growth and resulting overconsumption have accelerated environmental deterioration worldwide, prompting escalated consumption-related environmental concerns. This study attempts to explore the antecedents of ecologically conscious consumer behavior (ECCB) among young urban consumers in India – an emerging market experiencing rapid economic growth with increased urbanization and changes in consumption patterns that are contributing to environmental hazard. The empirical study including a literature review uses Theory of Planned Behavior integrating environmental attitudes, subjective norms, perceived consumer effectiveness, and behavioral intention in the model to investigate their influence on ECCB. The results suggest that attitudes and perceived consumer effectiveness both have a significant direct and indirect positive influence on ECCB. In addition, it would appear that the subjective norm, a measure of social demand, does not have any significant influence on behavioral intention leading to ECCB – contrary to established findings in a collective society considered in this study. This paper concludes with policy implications of the findings for marketers and policymakers, as well as potential directions for further research.
An alternative methodology for evaluating the service quality of urban taxis0 تومان
This paper proposes an alternative methodology to evaluate the service quality of urban taxis and develops a level-of-service (LOS) standard for taxi customers to monitor performance. A customer satisfaction survey was conducted from January to March 2013 in Hong Kong, with the respondents invited to give specific satisfaction ratings for ten service aspects individually and a global satisfaction rating for the overall taxi service quality, as well as to rank the important aspects that influence the given global rating. The ten service aspects related to the amount of time consumed when taking taxis, services and facilities provided for finding taxis, internal environments of taxis, and personal services provided by taxi drivers. An enhanced linear regression model was developed to identify the priority areas for improvement of urban taxi service quality. Based on the numerical score of overall taxi service quality, a six-level LOS standard, similar to academic grading, is introduced accordingly to improve the general public’s understanding of the current service level. This paper discusses the potential policy implications to enhance the taxi service quality in Hong Kong, which can be applied to other metropolitan cities that provide similar urban taxi services.
Analysing customer based airline brand equity: Perspective from Taiwan0 تومان
This research develops and examines a customer-based Airline brand equity (CBABE) model and examines the mediating effects of Airline brand reputation on the relationship among CBABE and Airline brand trust. By means of structural equation modelling (SEM) analysis, the four dimensions of CBABE– Airline flight service quality, Airline brand affect, Airline brand awareness and Airline brand association– are recognized to have positive effects on Airline brand reputation. Besides, it is established that Airline brand affect, customer self-congruence, Airline brand awareness and Airline brand reputation has a positive effect on Airline brand trust. The data collected was analysed using 7 – Likert scale instrument and this researchprovides insight into effective strategies that can be used to increase Airline brand trust and protect Airline brand reputation for an Airline. Based on the outcomes obtained from the relationship between CBABE, Airline brand reputation and Airline brand trust, the study confirms substantialdifference among the groups deliberating to the customer purpose of air travel that is associated to CBABE dimensions. The findings provide enriched understanding of intricate psychological process involved in air travel customer selection criteria for an Airline or Airline industry.
Applying sentiment analysis in social web for smart decision support marketing0 تومان
Because of the rapid development of communication and service in Taiwan, competition among telecommunication companies has become ever fercer. Diﬀerences in marketing strategy usually become the key factor in keeping existing customers while attracting new ones. Although electronic word-of-mouth (e- WOM) is one of the most important pieces of information to a consumer making a purchase decision, very few articles on opinion mining have discussed and compared the relationship between multifaceted word-of- mouth (WOM) and marketing strategy. In this paper, we use our Chinese opinion-mining system (Wu et al. in J Supercomput 73:2987–3001, 2017) not only to retrieve articles related to 4G and conduct reputation analysis but also to discuss the relation between WOM and marketing strategy. The results show that (1) e-WOM can immediately and directly reﬂect the results of marketing strategy, and (2) although users are primarily concerned with aspects of price, online speed, and signal quality, for most Taiwanese customers, price is the key in choosing a telecommunication company. Moreover, although this paper used 4G-related articles from June 2014 to June 2015 for analysis, the results are consistent with the Taiwanese telecommunication companies’ current marketing strategy of attracting customers through low pricing.
Assessment of a Business-to-Consumer (B2C) model for Telemonitoring patients with Chronic Heart Failure (CHF)0 تومان
Background: The purpose of this study is to assess the Business-to-Consumer (B2C) model for telemonitoring patients with Chronic Heart Failure (CHF) by analysing the value it creates, both for organizations or ventures that provide telemonitoring services based on it, and for society .Methods: The business model assessment was based on the following categories: caveats, venture type, six-factor alignment, strategic market assessment, financial viability, valuation analysis, sustainability, societal impact, and technology assessment. The venture valuation was performed for three jurisdictions (countries) – Singapore, the Netherlands and the United States – in order to show the opportunities in a small, medium- sized, and large country (i.e. population). Results: The business model assessment revealed that B2C telemonitoring is viable and profitable in the Innovating in Healthcare Framework. Analysis of the ecosystem revealed an average-to-excellent fit with the six factors. The structure and financing fit was average, public policy and technology alignment was good, while consumer alignment and accountability fit was deemed excellent. The financial prognosis revealed that the venture is viable and profitable in Singapore and the Netherlands but not in the United States due to relatively high salary inputs. Conclusions: The B2C model in telemonitoring CHF potentially creates value for patients, shareholders of the service provider, and society. However, the validity of the results could be improved, for instance by using a peer-reviewed framework, a systematic literature search, case-based cost/efficiency inputs, and varied scenario inputs.
Autonomic computation offloading in mobile edge for IoT applications0 تومان
Computation offloading is a protuberant elucidation for the resource-constrained mobile devices to accomplish the process demands high computation capability. The mobile cloud is the well-known existing offloading platform, which usually far-end network solution, to leverage computation of the resource- constrained mobile devices. Because of the far-end network solution, the user devices experience higher latency or network delay, which negatively affects the real-time mobile Internet of things (IoT) applications. Therefore, this paper proposed near-end network solution of computation offloading in mobile edge/fog. The mobility, heterogeneity and geographical distribution mobile devices through several challenges in computation offloading in mobile edge/fog. However, for handling the computation resource demand from the massive mobile devices, a deep Q-learning based autonomic management framework is proposed. The distributed edge/fog network controller (FNC) scavenging the available edge/fog resources i.e. processing, memory, network to enable edge/fog computation service. The randomness in the availability of resources and numerous options for allocating those resources for offloading computation fits the problem appropriate for modeling through Markov decision process (MDP) and solution through reinforcement learning. The proposed model is simulated through MATLAB considering oscillated resource demands and mobility of end user devices. The proposed autonomic deep Q-learning based method significantly improves the performance of the computation offloading through minimizing the latency of service computing. The total power consumption due to different offloading decisions is also studied for comparative study purpose which shows the proposed approach as energy efficient with respect to the state-of-the-art computation offloading solutions.
B2C Marketplace Prioritization Using Hesitant Fuzzy Linguistic AHP0 تومان
Commercial Internet rapidly developed through Business to Customer (B2C) businesses since 1990s. B2C provides free online services and discounted shopping to customers. There are lots of B2C firm alternatives in the internet for a customer who seeks for a profitable business. The selection among these B2C alternatives is a multiattribute decision-making problem with many tangible and intangible criteria under vagueness and impreciseness. In this paper, we propose a hesitant fuzzy linguistic analytic hierarchy process method for the selection among B2C firms. Hesitant fuzzy linguistic term sets are used for the assessments in the pairwise comparison matrices. An ordered weighted averaging operator is used for aggregation operator. A sensitivity analysis is also given to check the robustness of the obtained result.
Boosting sales force morale in highly dynamic, complex markets: The role of job resources0 تومان
Sales force morale constitutes an important managerial topic that is often linked to key outcomes such as sales force turnover and productivity. Unfortunately, however, scholarly work in this area is strikingly limited. Accordingly, the goal of this study is to provide a first rigorous assessment of the role of morale in a sales context. Drawing on Job Demands-Resource (JD-R) as our theoretical lens and using a unique dataset that includes responses from three sources (i.e., sales managers, salespeople, and secondary objective data) from 81 companies over two time periods, our study makes several contributions. First, we offer a conceptualization of sales force morale and thus advance this timely and managerially relevant topic in a JD-R setting. Second, we show the negative impact of market demands (i.e., customer purchase complexity and market dynamism) on sales force morale. Third, the findings highlight the positive impact of morale on sales force turnover and productivity. Fourth, results show that two job resources attenuate the negative impact of market demands on sales force morale (i.e., sales capabilities training sales unit’s cross-functional cooperation). Surprisingly, however, we find that a third job resource – that is, a firm’s product portfolio depth – actually accentuates, rather than attenuates, the negative effects of market demands on sales force morale. We conclude by discussing the theoretical and managerial implications of our work and by elaborating on exciting avenues for future research in the area.
Brand Name Fluency Influences Perceptions of Water Purity and Taste0 تومان
Extending the logic of processing fluency into the domain of food and beverage perceptions, this study explores whether the fluency of brand names can influence consumer perceptions of bottled-water attributes such as purity, taste, and mineral contents. Forty-four participants, who were presented with twelve unknown foreign brand names of bottled water, indicated their perceptions of water based solely on the brand names. The results revealed that perceptions of water purity and taste changed epending on whether the brand name was easy or difficult to process. Bottled water was more frequently perceived to be very pure when the foreign brand name was short and easy to pronounce. Bottled water was also more frequently perceived to taste “better-than-average” when the brand name was more fluent. Perceptions of mineral contents in the water were not influenced by the brand name fluency. This study expands our knowledge about various extrinsic cue effects on product perceptions by demonstrating the significant role of brand name fluency in forming consumer perceptions of bottled-water attributes.
Brand USA: A natural quasi-experiment evaluating the success of a national marketing campaign0 تومان
As national, state, and local governments implement strategic place branding and marketing plans, questions remain about how to best measure the success of such endeavors. Using a natural quasi-experimental design, we evaluate how well marketing efforts from Brand USA achieve intended tourism goals. Brand USA was created in 2009 to market the country abroad. Based on air travel data collected from the National Travel and Tourism Office, Brand USA reports, and economic indicators from the World Bank, we find Brand USA’s marketing efforts have little effect on inbound international travel to the US, thus showing a potential weakness in place marketing efforts abroad. Findings suggest the organization may decrease the effectiveness of the complex branding campaign.
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