Opinion maximization is a kind of optimization method, which leverages a subset of influential nodes in social networks to spread user opinions towards the target product and eventually obtains the ...largest opinion propagation. The current propagation models on the opinion maximization mainly focus on the activated nodes and the static opinion formation process. However, they neglect the combination between the activated nodes and the dynamic opinion formation process. Moreover, previous studies are more attentive to the positive relationships among users. In the real scenario, negative relationships among users may damage the product reputation. Therefore, in this paper, we study positive opinion maximization by using an Activated Opinion Maximization Framework (AOMF) in signed social networks. The proposed AOMF is composed of three phases: i) the selection of candidate seed nodes, ii) the activated opinion formation process and iii) the determination of seed nodes. We first use an effective heuristic rule to select candidate seed nodes. To model the activation and dynamic opinion formation process of network nodes, we devise the activated opinion formation model based on the multi-stage linear threshold model and the Degroot model. Then, we calculate the opinion propagation of each candidate seed node by using the activated opinion formation model. Based on the candidate seed nodes and the activated opinion formation process, seed nodes are further determined. Finally, experimental results on six social network datasets demonstrate that the proposed method has superior potential opinions and positive ratio than the chosen benchmarks.
With the rise of modern technologies and the implementation of new businesses and brands, the urge for publicity has generated a demand for advertisements. As the key factor for spreading awareness ...and attracting new consumers, advertising has gained power by employing the written word as the best means of communication. Social media platforms (Facebook, Instagram, Twitter, Pinterest and many others) are chosen more and more often as they are used by a profuse number of potential customers. A lot of companies have acknowledged that thoughtfully chosen linguistic tools might enhance the popularity of the promoted product or service. Thus, the article aims to unveil the effectiveness of phonetic and semantic devices in advertisement slogans, analyse linguistic peculiarities that boost public interest and curiosity, specify which linguistic techniques evoke most of the emotions and make the advertisement both gripping and memorable. The research was based on the application of theoretical and descriptive comparative linguistic analysis methods. Having analysed a great many advertisement slogans, the number of samples carefully elucidated and presented in this article was 13, as they contained the required linguistic segments set in the objectives of this research, i.e., onomatopoeia, alliteration, rhyme, and rhythm, as well as denotative and connotative elements of the lexical meaning. The article reveals that the proper use of linguistic devices benefits to attract and manipulate the target audience; phonetic devices enable to reach the effect of memorability, whereas semantic devices play a crucial role in the domain of emotions.
•Impacts of risk aversion on retailer's advertising and manufacturer's encroachment.•CVaR method is employed to measure the retailer's risk-averse behavior.•Without cost sharing, retailer is always ...worse off under manufacturer encroachment.•With cost sharing, pareto improvement is achieved under manufacturer encroachment.
This paper considers a supply chain in which a manufacturer produces green products and distributes through a physical retailer. The retailer would like to make promotional investments to boost the market and the manufacturer determines whether to encroach the market directly. In the face of the channel competition and cannibalization, coupled with demand uncertainty, the retailer is considered to be risk averse and this attitude is measured by the CVaR method. In particular, the impacts of manufacturer encroachment and cooperative advertising on supply chain participants’ performance are explored. The results show that without cost-sharing contract, the manufacturer and the entire supply chain can benefit from the manufacturer's encroachment whereas the retailer always suffers. However, the retailer's risk-averse behavior can alleviate the profit loss. Furthermore, we find that under the cost-sharing contract, both of the chain members can achieve pareto improvement when the manufacturer encroaches the market.
Green marketing is a marketing concept that carries the green concept, considering the environment in terms of green products, green prices, green places, and green promotional activities carried ...out. This service activity was carried out in Sawahan Hamlet, Pandowoharjo village, Sleman district, with the target participants being KWT Karya Manunggal members. This activity aims to increase participants' understanding and apply green marketing from environmentally friendly vegetables produced by KWT activities. Implementing FGD activities is face-to-face, accompanied by questions and answers, and assistance until the product is ready to be marketed. The participants enthusiastically followed the service activities, and KWT Karya Manunggal succeeded in having a logo used as a brand in marketing products. In addition, the team succeeded in obtaining the copyright for environmentally friendly vegetable packaging from DJKI under the Ministry of Law and Human Rights. To expand the market, social media is used to reach a broader range of consumers by presenting images of dancing products, thereby reducing physical contact with consumers.
The prevalence of online health communities (OHCs) motivates health product companies to manipulate persuasion-based marketing strategies, including fear appeals and coping appeals, to promote health ...products. However, whether such a practice is effective remains unclear. Respondents may either impulsively purchase the recommended health products or simply distance themselves psychologically from the information. Building on protection motivation theory (PMT), this study uncovers the mechanisms behind these two coping responses to persuasive messages, namely, the impulsive purchasing and psychological distancing of OHC users. Correspondingly, we evaluated 366 valid questionnaires, and the results reveal that (1) when encountering fear appeals, perceived health threat can evoke cyberchondria, leading to psychological distancing; and (2) when encountering coping appeals, perceived response efficacy leads to product affection, fostering impulsive purchasing. This study provides new insights into the effects of persuasive messages for health product promotion in social commerce. Marketers should design appropriate persuasive messages to foster impulsive purchasing by generating individuals’ product affection and avoiding cyberchondria.
Since its foundation in 2005, YouTube, which is considered to be the largest video sharing site, has undergone substantial changes. Over the last decade, the platform developed into a leading ...marketing tool used for product promotion by social media influencers. Past research indicates that these influencers are regarded as opinion leaders and cooperate with brands to market products on YouTube through electronic-word-of-mouth mechanisms. However, surprisingly little is known about the magnitude of this phenomenon. In our article, we make a first attempt to quantify product promotion and use an original dataset of 139,475 videos created by German YouTube channels between 2009 and 2017. Applying methods for automated content analysis, we find that YouTube users indeed are confronted with an ever-growing share of product promotion, particularly in the beauty and fashion sector. Our findings fuel concerns regarding the social and economic impact of influencers, especially on younger target groups.
The article presents an argument for participation of federative units in the formation of the territories’ export potential and determines the main directions of organizing support for exporters on ...regional level.
Article studies the variety of approaches described in the scientific literature to the forming of infrastructure for export development, implementation and ensuring the effectiveness of measures to support exporters, building up export potential, assimilation of modern technologies for sales organization. The export promotion activities of the Republic of Tatarstan are classified according to the main trends identified in the work. There are described practices of the Republic of Tatarstan on the formation and implementation of export potential, which are of interest for study and implementation by other constituent entities of the Russian Federations.
Topical areas of further work include the implementation of a program-targeted approach for supporting the export of small and medium-sized businesses, improving the forms of online sailing and promoting goods, enhancing interaction with trade missions of the Russian Federation and foreign missions of the Russian Export Center.
This study aims to know the impact of using the Instagram application on enhancing customer loyalty,also demonstrates the importance of this application on promoting informations about products,To ...achieve this study,we used a random sample of 50 respondents, and we found that there is a statistically significant relationship between using Instagram and customer loyalty
The advancement in digital technologies has led to an explosive information phenomenon, particularly in Internet shopping. This paper attempts to examine the trust element in the current pervasive ...use of the recommendation system for product promotion effectiveness. Owing to the nature of high-volume online consumers and the nonexistence of the online consumer sampling frame, sampling weight adjustment approach was utilised for ensuring sample representativeness. Additionally, the responses collected were further analysed according to gender for a holistic understanding of the trust element. A cross-sectional quantitative research approach was adopted. Specifically, snowball sampling method was used to collect responses from online consumers. The findings revealed that benevolence, integrity, and competence trust are found to be positively associated with product promotion effectiveness. Competence trust recorded a large effect size followed by benevolence and integrity trust. Both male and female consumers shown different degrees of trust level. The findings provide practical implications for online merchants. They were suggested to focus on enhancing online consumers’ trust level and capitalize on competence trust for effective product promotion. They should also recognize the gender differences in the trust level for product promotion effectiveness when they are promoting gender-based products and services.
PDF
