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Articles 1 - 6 of 6
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.
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.
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.