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Full-Text Articles in Business
Leveraging Market-Based Assets To De-Risk The Firm's Operations, Rajendra Kumar Srivastava
Leveraging Market-Based Assets To De-Risk The Firm's Operations, Rajendra Kumar Srivastava
Asian Management Insights
In times of uncertainty and volatility,the active management of marketbasedassets, such as brands andchannel relationships, take on a newsignificance in managing risk.
Branding Your Company, Singapore Management University
Branding Your Company, Singapore Management University
Perspectives@SMU
You need to understand what your brand stands for before building it
Exploring The Relationship Between Online Search And Offline Sales For Better "Nowcasting", Sandeep R. Chandukala, Jeffrey P. Dotson, Qing Liu, Stephan Conrady
Exploring The Relationship Between Online Search And Offline Sales For Better "Nowcasting", Sandeep R. Chandukala, Jeffrey P. Dotson, Qing Liu, Stephan Conrady
Research Collection Lee Kong Chian School Of Business
Although the conditions that motivate individuals to buy, sell, search, and post on the Internet are diverse, the information generated as a byproduct of these activities has the potential to help marketers develop a better understanding of consumer and firm behavior. In this paper, we utilize online product search data to build a model that links sales to marketing mix activity. The objectives of this research are threefold: first, to incorporate secondary data collected from online sources into a model of demand, thus improving our ability to forecast sales; second, to develop a better understanding of the role of marketing …
Finding Answers In Digital Media Research, Singapore Management University
Finding Answers In Digital Media Research, Singapore Management University
Perspectives@SMU
It is a different ball game altogether when measuring the effectiveness of an online advertisement than that of print and broadcast
Parasocial Relationship Via Reality Tv And Social Media: Its Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho
Parasocial Relationship Via Reality Tv And Social Media: Its 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 ways in which audiences build parasocial relationships with media characters via reality TV and social media, and its implications for celebrity endorsement and purchase intentions. Using an online survey, this study collected 401 responses from the Korean Wave fans in Singapore. The results showed that reality TV viewing and SNS use to interact with media characters were positively associated with parasocial relationships between media characters and viewers. Parasocial relationships, in turn, were positively associated with the viewers’ perception of endorser and brand credibility, and purchase intention of the brand endorsed by …
Managing Innovation Risk, Madhabi Puri Buch
Managing Innovation Risk, Madhabi Puri Buch
Asian Management Insights
Risk in banks is nearly always considered a dirty word. Yet a handful of simple ideas can help manage innovation risk effectively.
Handling Location Uncertainty In Event Driven Experimentation, Kartik Muralidharan, Srinivasan Seshan, Narayan Ramasubbu, Rajesh Krishna Balan
Handling Location Uncertainty In Event Driven Experimentation, Kartik Muralidharan, Srinivasan Seshan, Narayan Ramasubbu, Rajesh Krishna Balan
Research Collection School Of Computing and Information Systems
The wide spread use of smart phones has ushered in a wave of context-based advertising services that operate on pre-defined user events. A prime example is Location Based Advertising. What is missing though, is the ability to experiment with these services under varying event conditions with real users using their regular phones in real-world environments. Such experiments provide greater insight into user needs for and responsiveness towards context-based advertising applications. However, these event-driven experiments rely on data that arrive from sources such as mobile sensors which have inherent uncertainties associated with them. This effects the interpretation of the outcome of …
Signaling The Green Sell: The Influence Of Eco-Label Source, Argument Specificity, And Product Involvement On Consumer Trust, Lucy Atkinson, Sonny Rosenthal
Signaling The Green Sell: The Influence Of Eco-Label Source, Argument Specificity, And Product Involvement On Consumer Trust, Lucy Atkinson, Sonny Rosenthal
Research Collection College of Integrative Studies
Consumers cannot verify green attributes directly and must rely on such signals as eco-labels to authenticate claims. Using signaling theory, this study explored which aspects of eco-label design yield more positive effects. The study uses a 2 (argument specificity: specific versus general) × 2 (label source: government versus corporate) × 2 (product involvement: low versus high) experimental design (n = 233). Specific arguments consistently yield greater eco-label trust and positive attitudes toward the product and label source, but only with low-involvement products is source important, with corporate labels yielding more positive attitudes. Findings are discussed in terms of theoretical and …
Detecting Click Fraud In Online Advertising: A Data Mining Approach, Richard Oentaryo, Ee Peng Lim, Michael Finegold, David Lo, Feida Zhu, Clifton Phua, Eng-Yeow Cheu, Ghim-Eng Yap, Kelvin Sim, Kasun Perera, Bijay Neupane, Mustafa Faisal, Zeyar Aung, Wei Lee Woon, Wei Chen, Dhaval Patel, Daniel Berrar
Detecting Click Fraud In Online Advertising: A Data Mining Approach, Richard Oentaryo, Ee Peng Lim, Michael Finegold, David Lo, Feida Zhu, Clifton Phua, Eng-Yeow Cheu, Ghim-Eng Yap, Kelvin Sim, Kasun Perera, Bijay Neupane, Mustafa Faisal, Zeyar Aung, Wei Lee Woon, Wei Chen, Dhaval Patel, Daniel Berrar
Research Collection School Of Computing and Information Systems
Click fraud - the deliberate clicking on advertisements with no real interest on the product or service offered - is one of the most daunting problems in online advertising. Building an elective fraud detection method is thus pivotal for online advertising businesses. We organized a Fraud Detection in Mobile Advertising (FDMA) 2012 Competition, opening the opportunity for participants to work on real-world fraud data from BuzzCity Pte. Ltd., a global mobile advertising company based in Singapore. In particular, the task is to identify fraudulent publishers who generate illegitimate clicks, and distinguish them from normal publishers. The competition was held from …