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Articles 1 - 30 of 75
Full-Text Articles in Business
Increasing The Acceptance Of Cultivated Meat, Mark Chong
Increasing The Acceptance Of Cultivated Meat, Mark Chong
Asian Management Insights
Factors to consider when designing communication strategies for diverse nations.
More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Research Collection Lee Kong Chian School Of Business
The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the message, thereby facilitating persuasion; this is referred to as “the voice numerosity effect.” Across four studies (plus validation and replication studies)—including two large-scale, real-world datasets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more …
Does Disclosure Of Advertising Spending Help Investors And Analysts?, Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee
Does Disclosure Of Advertising Spending Help Investors And Analysts?, Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee
Research Collection Lee Kong Chian School Of Business
Publicly listed firms have the discretion to disclose (or not) advertising spending in their annual (10-K) reports. The disclosure of advertising spending can provide valuable information because advertising is a leading indicator of future performance. However, estimates of advertising spending are available from data providers, arguably mitigating the need for its formal disclosure. This study argues that firms’ disclosure of advertising spending provides more complete and public information and therefore lowers investor uncertainty about future firm performance (idiosyncratic risk). Empirical analyses show this effect is largely driven by the negative effect of disclosure of advertising spending on analyst uncertainty. Consistent …
Social Acceptance Vital To Success Of Novel Food Technologies, Mark Chong, Mark Chong
Social Acceptance Vital To Success Of Novel Food Technologies, Mark Chong, Mark Chong
Research Collection Lee Kong Chian School Of Business
In a joint commentary, SMU Associate Professor of Communication Management (Practice) Mark Chong and Andrew Powell , CEO of Asia BioBusiness Pte Ltd, discussed how social acceptance is vital to the success of novel food technologies. They also explained how companies should be guided by the science of risk perception and behavioural science, and why a risk communication and engagement strategy is an essential component of risk management.
Social Media: Enabling Touchpoints Beyond Advertising, Kapil R. Tuli, Sheetal Bhardwaj
Social Media: Enabling Touchpoints Beyond Advertising, Kapil R. Tuli, Sheetal Bhardwaj
Asian Management Insights
An effective customer service platform and a strategic communication channel.
Harnessing The Power Of Video Ads, Linyi Li
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.
Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran
Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran
Research Collection Lee Kong Chian School Of Business
In today's marketplace, users (e.g., purchasers, influencers) are increasingly the “face” of brands to potential consumers, increasing the risk for brands should these users act poorly. Across seven studies, we document that political orientation moderates the desire for punishment toward users of ethical (vs. conventional) brands who commit moral transgressions. In response to identical marketplace transgressions, we observe that liberals punish ethical brand users less than conventional brand users. In contrast, conservatives punish the same users of ethical brands more than conventional brand users. We document that this bias stems from how people interpret the inconsistency between the ethical branding …
Digital Red Packets And The Power Of Sharing Online, Singapore Management University
Digital Red Packets And The Power Of Sharing Online, Singapore Management University
Perspectives@SMU
Research study finds that digital red packets are most useful as a tool for companies to gain new and retain existing customers when they are allowed to be shared on social media
Go Ueber: Start With Ideals, Jp Kuehlwein, Wolf Schaefer
Go Ueber: Start With Ideals, Jp Kuehlwein, Wolf Schaefer
Asian Management Insights
The Great Recession of 2008 was a time of foreclosures, insolvencies, and investment catastrophes across the globe.
Lokotopia: Expansion To China Doesn’T Have To Be A Gamble, Yiqing Pin Cai
Lokotopia: Expansion To China Doesn’T Have To Be A Gamble, Yiqing Pin Cai
MSc in Innovation Capstone Projects
Addressed the problem of Southeast Asian brands to enter the China market, reviewed existing market solutions, presented their solution which was tested through global Chinese consumers. Introduced LOKOTOPIA services, with some cases for market validation.
Negative Reviews, Positive Impact: Consumer Empathetic Responding To Unfair Word Of Mouth, Thomas Allard, Lea H. Dunn, Katherine White
Negative Reviews, Positive Impact: Consumer Empathetic Responding To Unfair Word Of Mouth, Thomas Allard, Lea H. Dunn, Katherine White
Research Collection Lee Kong Chian School Of Business
This research documents how negative reviews, when perceived as unfair, can activate feelings of empathy toward firms that have been wronged. Six studies and four supplemental experiments provide converging evidence that this experienced empathy for the firm motivates supportive consumer responses such as paying higher purchase prices and reporting increased patronage intentions. Importantly, this research highlights factors that can increase or decrease empathy toward a firm. For instance, adopting the reviewer's perspective when evaluating an unfair negative review can reduce positive consumer responses to a firm, whereas conditions that enhance the ability to experience empathy-such as when reviews are highly …
Luxuriously Succeeding In China, Singapore Management University
Luxuriously Succeeding In China, Singapore Management University
Perspectives@SMU
To succeed, luxury brands in China must speak to the aspirations and yearnings of young Chinese and help them become a “better me"
Platform As Brands: The Inbuilt Potential And Perils, Jp Kuehlwein
Platform As Brands: The Inbuilt Potential And Perils, Jp Kuehlwein
Asian Management Insights
Rethink brand building through the concept of platform brands. Their key tenets—participation, personalisation and shared purpose—lay the foundation for transforming a brand.
Gender And Racial Diversity In Commercial Brands’ Advertising Images On Social Media, Jisun An, Haewoon Kwak
Gender And Racial Diversity In Commercial Brands’ Advertising Images On Social Media, Jisun An, Haewoon Kwak
Research Collection School Of Computing and Information Systems
Gender and racial diversity in the mediated images from the media shape our perception of different demographic groups. In this work, we investigate gender and racial diversity of 85,957 advertising images shared by the 73 top international brands on Instagram and Facebook. We hope that our analyses give guidelines on how to build a fully automated watchdog for gender and racial diversity in online advertisements.
Optimizing Impression Counts For Outdoor Advertising, Yipeng Zhang, Yuchen Li, Zhifeng Bao, Songsong Mo, Ping Zhang
Optimizing Impression Counts For Outdoor Advertising, Yipeng Zhang, Yuchen Li, Zhifeng Bao, Songsong Mo, Ping Zhang
Research Collection School Of Computing and Information Systems
In this paper we propose and study the problem of optimizing theinfluence of outdoor advertising (ad) when impression counts aretaken into consideration. Given a database U of billboards, each ofwhich has a location and a non-uniform cost, a trajectory databaseT and a budget B, it aims to find a set of billboards that has themaximum influence under the budget. In line with the advertisingconsumer behavior studies, we adopt the logistic function to takeinto account the impression counts of an ad (placed at differentbillboards) to a user trajectory when defining the influence measurement. However, this poses two challenges: (1) our problemis …
Crazy Rich Asians: Bringing Americans To Singapore, Singapore Management University
Crazy Rich Asians: Bringing Americans To Singapore, Singapore Management University
Perspectives@SMU
The Singapore Tourism Board hit jackpot with the film, but is Hollywood's depiction of the island accurate?
Building The Green Movement, Singapore Management University
Building The Green Movement, Singapore Management University
Perspectives@SMU
Changing hearts and minds on plastics is key to a green future. Businesses can take the lead
“Woke” Advertising And The Best Men Can Be, Singapore Management University
“Woke” Advertising And The Best Men Can Be, Singapore Management University
Perspectives@SMU
Gillette’s latest ad has generated lots of conversation. But has the world’s largest shaving products brand lost more than it has gained?
Men’S Cosmetics: Challenging Conventional Marketing Wisdom, Dae Ryun Chang
Men’S Cosmetics: Challenging Conventional Marketing Wisdom, Dae Ryun Chang
Asian Management Insights
The marketing of men’s cosmetics is challenging conventional wisdom in Asia.
Men and beauty seem to be two contradictory domains because we often rely on an outdated assumption that men only want to appear manly and nothing more. The reality for modern men, however, is significantly different from that perception.
It’S All About The Commercial Experience, Singapore Management University
It’S All About The Commercial Experience, Singapore Management University
Perspectives@SMU
Making the buying experience enjoyable is key to success in the smartphone era
Hard Discounters: Underestimate At Your Own Peril, Singapore Management University
Hard Discounters: Underestimate At Your Own Peril, Singapore Management University
Perspectives@SMU
A combination of high quality products and low prices have beaten Walmart twice; hard discounters are coming for Asia
Bling And Breakfast At Tiffany’S: Refreshing A 181-Year-Old Brand, Singapore Management University
Bling And Breakfast At Tiffany’S: Refreshing A 181-Year-Old Brand, Singapore Management University
Perspectives@SMU
‘Everyday luxury’ brings the venerable American luxury brand to a younger audience. Embracing digital marketing and social media is key to cultivating a new generation of lifelong customers
Trajectory-Driven Influential Billboard Placement, Ping Zhang, Zhifeng Bao, Yuchen Li, Guoliang Li, Yipeng Zhang, Zhiyong Peng
Trajectory-Driven Influential Billboard Placement, Ping Zhang, Zhifeng Bao, Yuchen Li, Guoliang Li, Yipeng Zhang, Zhiyong Peng
Research Collection School Of Computing and Information Systems
In this paper we propose and study the problem of trajectory-driven influential billboard placement: given a set of billboards U (each with a location and a cost), a database of trajectories T and a budget L, find a set of billboards within the budget to influence the largest number of trajectories. One core challenge is to identify and reduce the overlap of the influence from different billboards to the same trajectories, while keeping the budget constraint into consideration. We show that this problem is NP-hard and present an enumeration based algorithm with (1−1/e) approximation ratio. However, the enumeration should be …
How A Blender Smashed The Secret Of Going Viral, Singapore Management University
How A Blender Smashed The Secret Of Going Viral, Singapore Management University
Perspectives@SMU
A $50 campaign gained six million YouTube views in five days.
What Happens Online Stays Online? Segment-Specific Online And Offline Effects Of Banner Advertisements, Lara Lobschat, Ernst C. Osinga, Werner J. Reinartz
What Happens Online Stays Online? Segment-Specific Online And Offline Effects Of Banner Advertisements, Lara Lobschat, Ernst C. Osinga, Werner J. Reinartz
Research Collection Lee Kong Chian School Of Business
Many firms allocate increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers' online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who had not visited the focal firm's website in the previous four weeks (non-recent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales …
The Importance Of Search Engine Optimisation, Singapore Management University
The Importance Of Search Engine Optimisation, Singapore Management University
Perspectives@SMU
Good SEO is a business necessity in the Digital Age but not everyone needs in-house SEO expertise; sometimes it makes more sense to hire an agency
When Hippo Used Twitter To Manage Its Supply Chain, Singapore Management University
When Hippo Used Twitter To Manage Its Supply Chain, Singapore Management University
Perspectives@SMU
The Indian snack brand inspired its customers to be advocates
Advertising, Jose C. Yong, Norman P. Li
Advertising, Jose C. Yong, Norman P. Li
Research Collection School of Social Sciences
Advertisements, which are widely available, can provide insights into the evolved preferences of target audiences and serve as a useful supplement to other methods in evolutionary psychology research. This chapter discusses how advertisers create content that strategically exploits consumers’ values and preferences and how advertising content can provide insights into various aspects of our evolved psychology.
Spot(Ify) On: Streaming Music And Revenue, Singapore Management University
Spot(Ify) On: Streaming Music And Revenue, Singapore Management University
Perspectives@SMU
The Swedish music service is accumulating technical know-how and gaining customers at the forefront of the streaming revolution
Ueber-Brands: How To Make Your Brand Priceless?, J. P. Kuehlwein, Wolf Schaefer
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.