Digital Commons Network^™

Harnessing The Power Of Video Ads, Linyi Li

Asian Management Insights

In digital advertising, video ads as a top-of-funnel function have a longer-lasting efect than display and search ads on a consumer's consciousness.

Boosting Persuasion: The Attention Benefits Of Multiple Narrating Voices, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

The "Voice Numerosity Effect”: When hearing different voices narrating a marketing video facilitates persuasion. In a forthcoming paper in the Journal of Marketing Research, we investigate the role of voice (narrator) numerosity in marketing videos (Chang, Mukherjee, and Chattopadhyay 2022). For example, consider the following two real-life examples: a product video introducing Apple’s AirPods Max had two narrating voices while a product video introducing Apple’s new Macbook Pro had a single narrating voice. Does the difference in the number of narrating voices influence consumers’ attention and subsequent behaviour?

“No More Uncle” And Gender-Neutral Marketing, Singapore Management University

Perspectives@SMU

How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing

Reaching For Rigor And Relevance: Better Marketing Research For A Better World, Shilpa Madan, Et. Al.

Research Collection Lee Kong Chian School Of Business

Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relevance and rigor of research in marketing that not only contributes new knowledge to science, but also makes a positive difference in the world. To that end, we urge authors and reviewers to foster cross-fertilization from different theoretical and methodological silos, bolster robustness through multiple methods, and expand the domain of research to …

China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan

Perspectives@SMU

A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates

Describing Rosé: An Embedding-Based Method For Measuring Preferences, Anirban Mukherjee, Hannah H. Chang

Research Collection Lee Kong Chian School Of Business

In this paper, we present a novel preference-measurement method for experiential products and develop a novel embedding-based utility model to value product attributes and attribute-levels from participant choices between products described in (unstructured) prose.

The Global Chinese Consumer, Rane Xue, Xiaolei Gu

Asian Management Insights

At the forefront of growth in the luxury goods market.

Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya

Asian Management Insights

In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.

5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.

Crowdfunding Platforms: Ecosystem And Evolution, Yee Heng Tan, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Crowdfunding is the practice of seeking support from a large number of backers, each funding a small amount, in order to reach a specific funding goal. This monograph examines: (1) the field of crowdfunding, (2) how it has evolved, (3) the impact crowdfunding has on the fields of innovation, marketing and finance and (4) the factors that can affect crowdfunding outcomes. We view crowdfunding as complementary and transformative, increasing the efficiency of several existing processes such as idea generation and testing, fund raising and collection. We combine practitioner perspectives and research findings to provide insights on this subject. We explore …

Starbucks In China: An Undisputed Leader?, Nirmalya Kumar, Sheetal Bhardwaj, Stephen Eryung Chu

Asian Management Insights

How Starbucks faces the emergence of ‘new retail’, or the seamless integration of offline and online retail.

Artificial Intelligence-Enhanced Predictive Insights For Advancing Financial Inclusion: A Human-Centric Ai-Thinking Approach, Meng Leong How, Sin Mei Cheah, Aik Cheow Khor, Yong Jiet Chan

Research Collection Lee Kong Chian School Of Business

According to the World Bank, a key factor to poverty reduction and improving prosperity is financial inclusion. Financial service providers (FSPs) offering financially-inclusive solutions need to understand how to approach the underserved successfully. The application of artificial intelligence (AI) on legacy data can help FSPs to anticipate how prospective customers may respond when they are approached. However, it remains challenging for FSPs who are not well-versed in computer programming to implement AI projects. This paper proffers a no-coding human-centric AI-based approach to simulate the possible dynamics between the financial profiles of prospective customers collected from 45,211 contact encounters and predict …

Service For Millenials, Joan Chang

Research Collection Institute of Service Excellence

Joan Chang of Lloyd’s Inn relates the importance of branding for a younger audience and the changing landscape of service in boutique hospitality.

Customer Segmentation Using Online Platforms: Isolating Behavioral And Demographic Segments For Persona Creation Via Aggregated User Data, Jisun An, Haewoon Kwak, Soon‑Gyo Jung, Joni Salminen, Bernard J. Jansen

Research Collection School Of Computing and Information Systems

We propose a novel approach for isolating customer segments using online customer data for products that are distributed via online social media platforms. We use non-negative matrix factorization to first identify behavioral customer segments and then to identify demographic customer segments. We employ a methodology for linking the two segments to present integrated and holistic customer segments, also known as personas. Behavioral segments are generated from customer interactions with online content. Demographic segments are generated using the gender, age, and location of these customers. In addition to evaluating our approach, we demonstrate its practicality via a system leveraging these customer …

Fostering Parasocial Relationships With Celebrities On Social Media: Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho

Research Collection Lee Kong Chian School of Business

The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships,self-disclosure, and celebrity endorsement, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 400 Korean Wave fans in Singapore. The results showed that consumers’ parasocial interactions with celebrities though social media have a positive impact on celebrity endorsement. Specifically, we found that: (1) parasocial relationships mediated the relationships between social media interactions and source trustworthiness, (2) social media interactions influenced parasocial relationships via self-disclosure;and …

Validating Social Media Data For Automatic Persona Generation, Jisun An, Haewoon Kwak, Bernard J Jansen

Research Collection School Of Computing and Information Systems

Using personas during interactive design has considerable potential for product and content development. Unfortunately, personas have typically been a fairly static technique. In this research, we validate an approach for creating personas in real time, based on analysis of actual social media data in an effort to automate the generation of personas. We validate that social media data can be implemented as an approach for automating generating personas in real time using actual YouTube social media data from a global media corporation that produces online digital content. Using the organization's YouTube channel, we collect demographic data, customer interactions, and topical …

Ueber-Brands: How To Make Your Brand Priceless?, J. P. Kuehlwein, Wolf Schaefer

Asian Management Insights

Ueber-Brands—brands that are valued beyond their price and esteemed beyond their size. These brands are unique in that they have captured not just the wallet but also the hearts of a huge, loyal and growing customer base.

Building Community: Synergy And Empowerment Through Staff Development And Marketing In A Small Rural Academic Library, Bethany Anne Wilkes

Research Collection Library

This paper presents two collaborative programs at a small academic library that leverage the insights, engagement, and interests of our most important asset: our staff. Two new library committees, the Staff Training Advisory Group and the Marketing Team, extended planning, accountability, and partnerships to paraprofessional staff members. The onset and associated activities of these two committees yielded not only direct results in terms of staff training programs and marketing initiatives, but also resulted in creating a more collaborative culture and shared purpose in our library. This paper examines how the overlap of these two committees created a convergence that fostered …

Using Online Controlled Experiments To Examine Authority Effects On User Behavior In Email Campaigns, Lim Kwan Hui, Ee-Peng Lim, Binyan Jiang, Achananuparp Palakorn

Research Collection School Of Computing and Information Systems

Authority users often play important roles in a social system. They are expected to write good reviews at product review sites; provide high quality answers in question answering systems; and share interesting content in social networks. In the context of marketing and advertising, knowing how users react to (quails and messages from authority senders is important, given the prevalence of email in our everyday life. Using a real-life academic event, we designed and conducted an online controlled experiment to determine how email senders of different types of authority (department head, event organizer and a general email account) affect the range …

Oral History Interview With Rajendra Srivastava: Growing Smu, Rajendra K. Srivastava

Oral History Collection

The interview covered: role of provost, AACSB accreditation, evolution of SMU undergraduate program, development of postgraduate program, executive development program, faculty recruitment, development of research effort, research centres and institutes, areas of excellence, start of case writing initiative, India Desk.

Biography:

LKCSB Chair in Marketing Strategy and International Business, SMU, 2015 - Present

Provost and Deputy-President (Academic Affairs), SMU, 2009 - 2015

Rajendra Srivastava was Provost and Deputy President at Singapore Management University (SMU) from 2008 to 2015. Prior to joining SMU he was the Roberto C. Goizueta Chair in Marketing and Digital Commerce, Goizueta Business School, Emory University where …

Using Support Vector Machine Ensembles For Target Audience Classification On Twitter, Siaw Ling Lo, Raymond Chiong, David Cornforth

Research Collection School Of Computing and Information Systems

The vast amount and diversity of the content shared on social media can pose a challenge for any business wanting to use it to identify potential customers. In this paper, our aim is to investigate the use of both unsupervised and supervised learning methods for target audience classification on Twitter with minimal annotation efforts. Topic domains were automatically discovered from contents shared by followers of an account owner using Twitter Latent Dirichlet Allocation (LDA). A Support Vector Machine (SVM) ensemble was then trained using contents from different account owners of the various topic domains identified by Twitter LDA. Experimental results …

The Image Of Psychology Programs: The Value Of The Instrumental-Symbolic Framework, Greet Van Hoye, Filip Lievens, Britt De Soete, Nele Libbrecht, Eveline Schollaert, Dimphna Baligant

Research Collection Lee Kong Chian School Of Business

As competition for funding and students intensifies, it becomes increasingly important for psychology programs to have an image that is attractive and makes them stand out from other programs. The current study uses the instrumental-symbolic framework from the marketing domain to determine the image of different master's programs in psychology and examines how these image dimensions relate to student attraction and competitor differentiation. The samples consist of both potential students (N = 114) and current students (N = 68) of three psychology programs at a Belgian university: industrial and organizational psychology, clinical psychology, and experimental psychology. The results demonstrate that …

An Oreo With Chinese Characteristics, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it."

Comments On The Setting Up And The Growth Of Smu By Mr Heng Swee Keat, Minister For Education At Smu Commencement Ceremony 2013, Swee Keat Heng

Oral History Collection

Transcript of speech by Mr Heng Swee Keat, Minister for Education at SMU Commencement Ceremony on Wednesday, 25 July 2013, 9am at Resorts World Sentosa. He was involved in the setting up of SMU and talked about the growth, the daring, and the sharing by SMU and its students.

Implementation Of Slowly Changing Dimension To Data Warehouse To Manage Marketing Campaigns In Banks, Lihui Wang, Junyu Choy, Michelle L. F. Cheong

Research Collection School Of Computing and Information Systems

Management of updating and recording campaign leads in data warehouse of any banking environment is complex especially with multiple campaigns are active simultaneously. As a way to avoid overly contacting customers for sales-based marketing contacts, the concept of Recency Frame is introduced to “lock” the customers who are targeted in Sales-based campaign for a specified time period. During this Recency Frame, the customer cannot be targeted by other Sales-based campaign under the same channel. This approach increased the difficulties of managing the customers’ data with proper data updating and storing and procedures have to be placed and made sufficiently robust …

Sustainability In Clothing Supply Chains: Implications For Marketing, Sudhindra Seshadri

Research Collection Lee Kong Chian School Of Business

Recommendations for sustainability strategies for business have predominantly taken an individual firm level perspective. Yet, sustainability efforts are by essence collaborative and span firm level boundaries. Multiple stakeholders espousing often divergent goals need to work together over long periods on sustainability collaborations. Well recognized externalities in the firm’s economic existence need to be addressed by multiple stakeholder skill sets and are fraught with high risks and uncertainties. These are conditions ripe for syndication, as financial and corporate syndicates have demonstrated.The rules of syndication cover the structure of membership, setting of goals and objectives, governance, incentives and sharing of rewards and …

Oral History Interview With Ronald Frank: Conceptualising Smu, Ronald Frank

Oral History Collection

The interview covered: first involvement with SMU, President of SMU, Bukit Timah campus, roles and responsibilities, faculty recruitment, advertising campaigns, student feedback, autonomous universities, strategy, law school, higher education landscape, impact.

Biography:

President, SMU, 2001–2004

Board of Trustees, SMU, 2000–2001

Professor Ronald E Frank, or Ron as he affectionately known, joined SMU’s board of trustees in 2000 and assumed his role as SMU’s second president in September 2001. His presidency was a time of rapid growth for the young university. SMU had just admitted its second cohort of undergraduate students in August 2001. During his time as president two schools …

Oral History Interview With David Montgomery: Conceptualising Smu, David Montgomery

Oral History Collection

The interview covered: first involvement with SMU, business school dean, school re-organisation, faculty recruitment, Wharton School, balanced excellence, Centre for Teaching Excellence, first SMU graduates, conferences, future of tertiary education.

Biography:

Dean, Lee Kong Chian School of Business, SMU, 2003–2005

Professor David Montgomery served as the second dean of the Lee Kong Chian School of Business from 2003 to 2005. It was a period of rapid growth for the school—hiring faculty, building a research atmosphere, developing professional degrees, and continuing to make SMU better known in the academic community. Professor Montgomery is known for his use of the phrase 'balanced …

Oral History Interview With Howard Hunter: Conceptualising Smu, Howard Hunter

Oral History Collection

The interview covered: first involvement with SMU, roles and responsibilities, tuition fees, autonomous university, law school, Juris Doctor program, undergraduate education, marketing, SMU pedagogy, curriculum, university library,

Biography:

Professor of Law, SMU, 2004–present
President, SMU, 2004–2010

Described as a passionate educator who truly believes in multidisciplinary education, Professor Howard Hunter served as SMU’s third president from September 2004 to August 2010. During the course of his presidency the university continued its rapid growth—moving to the city campus, opening the law school, expanding postgraduate programmes, building the endowment, and doubling the number of students and faculty. While at SMU he emphasized …

Oral History Interview With Tony Tan Keng Yam: Conceptualising Smu, Tony Keng Yam Tan

Oral History Collection

The interview covered: higher education landscape, setting up SMU, naming a new university, different university, admission criteria, student interaction, first graduation ceremony, future of university education.

Biography:

Patron, SMU, 2011–present
Visionary and architect of SMU

Dr Tony Tan Keng Yam steered the development of university education in Singapore and was instrumental in the creation of Singapore Management University. Involved in higher education in Singapore for over three decades, he served as education minister (1980–1981 and 1985–1991), vice-chancellor of the National University of Singapore (1980–1981), and was appointed deputy prime minister of Singapore (1995–2005). He is credited with restructuring Singapore’s educational …