Venkateswarlu Nalluri, Yi-Yun Wang, Wu-Der Jeng
et al.
The growth of electronic word-of-mouth (eWOM) on digital platforms has heightened the need to distinguish authentic user-generated content from covert promotional material. This study proposes an integrated framework combining Natural Language Processing (NLP), machine learning, and Latent Dirichlet Allocation (LDA) to classify sentiment and detect advertising features in online game reviews. Reviews from the Steam platform were analyzed using Support Vector Machine (SVM), Decision Tree, and Naïve Bayes classifiers, with class imbalance addressed through SMOTE and SMOTE–Tomek techniques. The SMOTE-augmented SVM achieved the highest performance, with 98.18% overall accuracy and 97.52% negative sentiment detection. LDA and Quality Function Deployment (QFD) further uncovered latent promotional themes, providing insights into how advertising elements manifest in positive reviews and how negative feedback reflects genuine user concerns. The framework assists platform managers in enhancing eWOM credibility and supports marketers in designing data-driven advertising strategies. By bridging sentiment analysis with covert marketing detection, this research contributes a novel methodological approach for assessing review trustworthiness, improving transparency, and fostering consumer trust in digital information environments.
Shantanu S. Bhat, Sreenatha G. Anavatti, Matthew Garratt
et al.
Autonomous blimps have potential applications in surveillance, monitoring, and advertising. Due to their lower payload capacities and possible unstable flight profile, small blimps have been mostly used in indoor applications. However, recent advancements in their design and control have increased the prospects of deploying them for outdoor applications. This study presents a literature review of various aspects that encompass the unique elements of blimps’ design and operations followed by a discussion on the modern applications. The review focuses on advancements made in the fundamental attributes of blimps, including design, propulsion, navigation, and control. The review reveals that recent successes in using blimps for various missions, where heavier-than-air platforms have been usually used, highlight the potential for blimps to offer a lightweight and low-risk alternative. The relatively stable operation of blimps in low winds and longer-duration hovering capability can make them a preferred platform for rescue, source localization, and space applications. However, their stability in extreme environments is a challenge, in addition to their lower mobility and problems in accurately predicting control parameters. Thus, this review concludes with an overview of blimps’ futuristic applications of miniature blimps and recommendations to address the challenges in using them in real-world missions.
Hossein aghajannezhad, Mehdi Rouholamini, Shahrbanoo Gholipour
Abstract
The purpose of this research is to provide a model of the factors influencing consumers' purchase decisions at the point of purchase using data-based theory. The research method is applicable in terms of purpose, and exploratory in terms of nature. The statistical population of the research includes 10 experts and PhD professors of marketing management in the universities of Mazandaran province, and the sampling was done in the form of a snowball, and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the foundation's data theory research strategy was used. For data analysis, MAXQDA 2020 software was used to code the interviews. The findings indicate that the causal factors affecting customers' purchase decisions at the point of purchase include customers' personality characteristics, customers' individual characteristics, and customers' psychological characteristics. Background factors include product characteristics and store characteristics. Also, intervening factors include cultural values and economic conditions. Based on the findings, the main strategies include advertising programs, sales promotion programs, the possibility of product testing, in-store promotions, price leadership strategy, credit purchase, and promotion at the point of instantaneous purchase; and the consequences that are the final result of causal factors, strategies, background factors and the intervening conditions include commitment to the store, word of mouth, repeat purchase, behavioral loyalty, attitudinal loyalty, profitability, and increasing market share.
Extended Abstract
Introduction
Increasing product sales is the main goal in the retail world. Increasing sales requires not only the quality of the product sold, but also the way the product is packaged and displayed. In a retail space, the layout of a product can make or break a sale. The product display in a short period of time should attract the attention of the passer-by consumers. Using point-of-purchase displays is one of the ways that a brand uses to advertise its new product type (Hendrassukma & Hartanti, 2023).
Nowadays, because the competition in the markets has intensified, all the efforts of marketing science are to influence the way of consumer behavior. In order to achieve this goal, companies must be able to formulate effective promotional and advertising policies. In order to succeed in formulating marketing policies, managers need correct and reliable data and information that can correctly identify and categorize the factors making consumers buy. Therefore, the analysis of the factors affecting the decision of consumers to buy at the point of purchase is a step beyond a science and is actually considered a kind of art (Malekzadeh et al, 2019). Marketing researchers have stated that the decision to buy at the point of purchase is the result of excessive and unpredictable persuasion and interest of the buyers, which emotionally overwhelms the buyer and leads to the momentary loss of control. In fact, finding different knowledge about consumers' purchase decisions at the point of purchase and purchase intentions help marketers and retailers as an effective tool to identify consumers with specific characteristics by which they can determine specific method of retail sales or determine the retail strategy to address people who are willing to buy (Behboodi et al, 2023).
Based on this, the current research is looking for an answer to this question: What is the model of the factors influencing the decision of consumers to buy at the point of purchase using data-based theory?
Theoretical Framework
Buying decision
The purchase decision is a mental process that guides the consumer from identifying the need, creating options and choosing a specific product and brand, and the behavior of the buyer, because the customers are the king of the market and their expectations, needs and behavior are very high and important for the efficiency of the store (Kansal et al, 2021; Dhanabalan et al, 2018).
Point of purchase
The point of purchase is an area where marketers and retailers plan promotional activities around consumer products. Point of purchase is a kind of product promotion or product display in an attractive way. Therefore, the influence of the customer to purchase the product is at the point of purchase (Bialkova et al, 2020). Hendrassukma & Hartanti (2023) in a research entitled "Analysis of the application of design principles in the point of purchase display as an effort to attract the attention of consumers in the retail space" stated that increasing product sales is a main goal in the retail world. Increasing sales requires not only the quality of the product sold, but also the way the product is packaged and displayed. In a retail space, the layout of a product can make or break a sale.
Hoseini Kiya & Mirabi (2023) in a research entitled "Identification and ranking of the influence of variables and behavioral indicators of lifestyles on purchase decisions and mental conflicts" stated that the following factors have respectively the greatest impact on women make purchasing decisions: Behavioral styles of self-deception (1), successful people (2), herd or mass-like behavior (3), halo effect (4), sophistry (5), behavioral gap (6), idealism (7), realism (8) ), anchoring (9), projection (10). The results show that the decisions made based on behavioral variables have more satisfaction and less cognitive perceptual inconsistency, mental conflict and psychological tension after purchase.
Research methodology
The research method is applicable in terms of purpose, and exploratory in terms of nature. The statistical population of the research includes 10 experts and PhD professors of marketing management in the universities of Mazandaran province, and the sampling was done in the form of a snowball, and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the data-based theory research strategy was used.
Research findings
For data analysis, MAXQDA 2020 software was used to code the interviews. The findings indicate that the causal factors affecting customers' purchase decisions at the point of purchase include customers' personality characteristics, customers' individual characteristics, and customers' psychological characteristics. Background factors include product characteristics and store characteristics. Also, intervening factors include cultural values and economic conditions. Based on the findings, the main strategies include advertising programs, sales promotion programs, the possibility of product testing, in-store promotions, price leadership strategy, credit purchase and promotion at the point of immediate purchase; and the consequences that are the final result of causal factors, strategies, background factors and the intervening conditions include commitment to the store, word of mouth, repeat purchase, behavioral loyalty, attitudinal loyalty, profitability and increasing market share.
Conclusion
The current research was conducted with the aim of providing a model of the factors affecting the decision of consumers to buy at the point of purchase using the data-based theory. Based on the findings of the research, the causal factors influencing the decision of customers to buy at the point of purchase include the personality characteristics of the customers, the individual characteristics of the customers, and the psychological characteristics of the customers, which are in accordance with the researches of Hoseini Kiya & Mirabi (2023), and Torabi et al., (2019), who concluded that decisions made based on behavioral variables have more satisfaction and less cognitive perceptual inconsistency, mental conflict and psychological tension after purchase. The results of the research indicate the impact of the personality, individual and psychological characteristics of customers on the purchase, which is in accordance with the research of Zheng et al, (2019), Zafar et al, (2019), and Bellini et al, (2017), who concluded in a research that there is a positive and significant relationship between the desire to buy and shopping behavior, and there is an inverse relationship between the desire to buy and self-control, and also the desire to purchase has a positive relationship with the five personality dimensions of extraversion; and a negative relationship with conscientiousness, and other personality dimensions do not have a relationship with the desire to buy. The results of the research indicate the impact of the demographic characteristics of customers on the purchase, which is in accordance with the research of Hayat et al, (2020), and Iqbal (2020) who, concluded that shopping behavior has a positive and significant relationship with age, temperament, materialism, the pleasure of shopping, and the desire to buy.
According to the research results, the following suggestions were made:
It is suggested to provide services according to the personality of the customers and their shopping behavior habits; because the goal of chain stores should be, by influencing the perception and attitude of their customers, to create the attitude that their brand offers better services compared to other brands. Also, consider the financial ability of the customers, the education of the customers, the gender of the customers and the age of the customers. Finally, the product offers in chain stores should match the mood of the customers.
Based on the background factors; the specificity of the product brand, product design, product color, product attractiveness, product packaging, product price and product type, as well as the size of the store, the arrangement of shelves and store decoration, the appropriate behavior of store personnel, aroma and music suitable for the store, and suitable clothing for the store personnel is recommended.
The study investigates the construction characteristics and evaluates the advertising distribution model by utilizing the case of beauty products as an example.
Experimenting with different ads and keywords is usual practice in search marketing. Advertisers pause underperforming keywords and ads of a search campaign, and replace them with better alternatives. Therefore, new ads and keywords need to be produced easily for effective campaign management. We built GeNN for generating campaign ads and keywords programmatically. GeNN is based on language modeling. Using the existing keywords of a campaign as input, our GPT-2 based generator created novel keywords of good quality with a high number of expected clicks and conversions according to the forecast data provided by Google’s keyword planner. Using the product landing page and sample ad copies as input, our GPT-2 based summarizer was able to generate production-ready ads. One of the ads that was tested for two weeks in a real search campaign had a CTR of 6% and converted real users. Finally, we compared GeNN’s ad performance with a recent method based on two encoder-decoder RNNs being used in parallel; GeNN outperformed this method.
Los límites entre el fenómeno y el contexto pueden no ser evidentes. Por este motivo, se realiza un estudio de la literatura científica sobre documentación publicitaria, dado que se considera importante hacerlo en profundidad, se contrasta ese estudio con un contexto real para conocer la situación de la documentación publicitaria de una empresa española, Balay, seleccionada por tener más de setenta años de antigüedad y seguir vigente en la actualidad. Tiene también gran cantidad de documentos que muestran el avance de la compañía, y son reflejo del contexto social, cultural y económico en el que se desenvolvió a lo largo de su existencia, además de formar parte del patrimonio documental como se ha reivindicado a través de otros estudios. Por tanto, una vez adquirido el conocimiento de los estudios en documentación publicitaria se aúnan desde la perspectiva de la gestión de la información y documentación para comprobar esta teoría en un entorno real y conocer su situación. De esta forma se intenta responder también a preguntas como: saber si en las empresas hay equipos profesionales especializados, los documentalistas, para aplicar técnicas que hagan posible la recuperación de la documentación publicitaria. Se finaliza el estudio con el apartado de conclusiones y recomendaciones = The boundaries between the phenomenon and the context may not be obvious. For this reason, a study of the scientific literature on advertising documentation is carried out, which is considered important to be a deep one, so it is contrasted with a real context to know the situation of the advertising documentation of a Spanish company, Balay, selected for being more than seventy years old and still in force today. It also has a large amount of advertising documentation that reflects the progress of the company and is a reflection of the social, cultural and economic context, in addition to being part of the documentary heritage as has been claimed through other studies. Therefore, once the knowledge of the studies in advertising documentation has been acquired, it is combined from the perspective of information and documentation management to contrast this theory in a real context and to understand the situation, in order to also be able to answer several questions, such as how to know if companies have specialized professional teams, documentalists, in order to apply techniques that make it possible to recover advertising documentation. The study ends with the conclusions and recommendations section.
Bibliography. Library science. Information resources
The current research is concerned with studying the variables in the promotion process which influence the advertisement design structure, as the accomplished design and construction process is subject to many variables, whether they were intellectual or technological, internal or external variables. These variables may overlap in order to get a comprehensive system for the artistic configuration, that any design in its content reaches the highest levels of perfection is connected to the extent of its compliance with and approximation to these variables, that is why we find their reflections deeply rooted in the individual's mind, especially the designer artist who is influenced by everything surrounding him forming knowledge systems responsive and harmonious with these variables, thus reflected on his cognition and consequently his performance so he affects and gets affected by the rest of the design modes. That was a motivation for the researcher to address the research problem and conduct the current study through the following question: what is the role of the design technologies in promoting the advertisement for the national product?
The researcher, in the theoretical framework, reviewed in the first section: the concept of design technology. In the second: promotion and marketing advertising. The third: typographic elements in advertisement design.
The analysis unit, in the research procedures, has been determined. That is represented by considering every advertisement an analytical unit as it carries an integrated communication idea that ideas can be derived from through the analysis. Thus, in the analysis process the researcher not only aims at extracting the ideas conveyed by the advertisements (the samples) but also to get benefit through revealing the variables and the extent of their influence in the design structure.
Programmatic advertising operates one of the most sophisticated and efficient service platforms on the Internet. However, the complexity of this ecosystem is a direct cause of one of the most important problems in online advertising, the lack of transparency. This lack of transparency enables subsequent problems such as advertising fraud, which causes billions of dollars in losses. In this paper we propose Ads.chain, a technological solution to the lack-of-transparency problem in programmatic advertising. Ads.chain extends the current effort of the Internet Advertising Bureau (IAB) in providing traceability in online advertising through the Ads.txt and Ads.cert solutions, addressing the limitations of these techniques. Ads.chain is (to the best of the authors' knowledge) the first solution that provides end-to-end cryptographic traceability at the ad transaction level. It is a communication protocol that can be seamlessly embedded into ad-tags and the OpenRTB protocol, the de-facto standards for communications in online advertising, allowing an incremental adoption by the industry. We have implemented Ads.chain and made the code publicly available. We assess the performance of Ads.chain through a thorough analysis in a lab environment that emulates a real ad delivery process at real-life throughputs. The obtained results show that Ads.chain can be implemented with limited impact on the hardware resources and marginal delay increments at the publishers lower than 0.20 milliseconds per ad space on webpages and 2.6 milliseconds at the programmatic advertising platforms. These results confirm that Ads.chain's impact on the user experience and the overall operation of the programmatic ad delivery process can be considered negligible.
The influence maximization problem over social networks has become a popular research problem, since it has many important practical applications such as online advertising, virtual market, and so on. General influence maximization problem is defined over the whole network, whose intuitive aim is to find a seed node set with size at most k in order to affect as many as nodes in the network. However, in real applications, it is commonly required that only special nodes (target) in the network are expected to be influenced, which can use the same cost of placing seed nodes but influence more targeted nodes really needed. Some research efforts have provided solutions for the corresponding targeted influence maximization problem (TIM for short). However, there are two main drawbacks of previous works focusing on the TIM problem. First, some works focusing on the case the targets are given arbitrarily make it hard to achieve efficient performance guarantee required by real applications. Second, some previous works studying the TIM problems by specifying the target set in a probabilistic way is not proper for the case that only exact target set is required. In this paper, we study the Multidimensional Selection based Targeted Influence Maximization problem, MSTIM for short. First, the formal definition of the problem is given based on a brief and expressive fragment of general multi-dimensional queries. Then, a formal theoretical analysis about the computational hardness of the MSTIM problem shows that even for a very simple case that the target set specified is 1 larger than the seed node set, the MSTIM problem is still NP-hard. Then, the basic framework of RIS (short for Reverse Influence Sampling) is extended and shown to have a 1 − 1/e − ϵ approximation ratio when a sampling size is satisfied. To satisfy the efficiency requirements, an index-based method for the MSTIM problem is proposed, which utilizes the ideas of reusing previous results, exploits the covering relationship between queries and achieves an efficient solution for MSTIM. Finally, the experimental results on real datasets show that the proposed method is indeed rather efficient.
Purpose – This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach – A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses. Findings – Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude. Practical implications – Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration. Originality/value – From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.
Ehsan Abolfathi, Abbas Toloie Eshlaghy, Mohammad Reza Hamidi Zadeh
The purpose of this study is to introduce a method to improve innovation diffusion by using agent-based modeling. In this regard, an operational analysis to create agent-based modeling is investigated. agent-based model of this research is carried out in combination with the bass model. in this model, inputs include advertising effects and word-of-mouth effects estimated using the bass diffusion model. output of the model is also the total number of innovation adopters at each time step in the potential market that has been validated after the model has been correspond to real data (diffusion of television in Iran). to be more correspondent to real-world, the agent-based model is developed by preferential attachment-based network. after creating the model, the validation and verification were carried out by experiments and the operational analysis of the agent-based modeling. after model validation, we examine our method (using artificial innovators) for improving the diffusion of innovation. after validating the model, the proposed method for improving innovation diffusion through ten scenarios is investigated. in addition, a proposed criterion for analyzing the output of the innovation diffusion is presented, which is used to analyze the outputs. after the analysis, the method of artificial innovators was effective.
Sports organizations (clubs) often use a fine (financial penalty) in order to discipline
athletes. However, since the relations between clubs and athletes are currently regulated
by labour law and the parties themselves conclude an employment contract,
the use of such sanctions, according to the author, is wrongful. Nevertheless, they are
widely used by employers and are not disputed by athletes who prefer not to confront
the leaders of their sports organization and pay a fine, which is usually a negligible
part of their wages. In fact, there is a violation of law accompanied by the connivance
of both parties to the legal relationship. Given that the agreement between clubs and
athletes includes lots of provisions that do not fit into the subject of labour law (on the
relations concerning image rights, on the participation of an athlete in advertising of
the employer’s sponsors, on the redemption right, etc.), it may be concluded that the
relations between athletes and sports clubs are not labour in their pure form, and the
employment contract is not capable to settle all specific relations between the parties.
The way out of this situation is the introduction of a new concept – «sports contract» –
into the legislation within the framework of the sports contracting institute
The aim of this experiment is to classify surprises in audiovisual narratives, and to measure the efficacy of surprise in audiovisual stories in terms of liking, long-term recall and comprehension in television commercials. The theoretical analysis leads to distinguish 3 types of audiovisual narrative surprises: non-diegetic, diegetic implausible and diegetic plausible. In order to test these types of surprises with complete and homogeneous stories in terms of duration, and to show many of these types of surprises to each participant, 16 narrative television commercials (M=40,68 seconds) were used as stimuli in this study. The experimental design was a 4 groups (3 groups of surprise, and 1 non-surprise group, 4 stories each) fully randomised experiment (N=120, Age: 18-24). The results showed that surprise had a significant enhancing effect on liking, on the day of the viewing (c² (3,N=480)=5.83, p=0.12), and one month after (c² (3,N=480)=10.38, p=.016); an ANOVA test showed a significant relation between surprise and the degree of comprehension (F(1,480)=12.14), p
Previous researchers have documented that priming inconsistent stereotypic information boosts creativity. The current study further examined the moderating role of creativity connectivity—which is the degree to which people perceive a social group or professional role to be relevant to creativity—in the priming of information related to the boosting effects of creativity. Study 1 adopted a 2 (stereotypically inconsistent target gender: male vs. female) × 2 [priming types: stereotypically consistent information (SCI) priming vs. stereotypically inconsistent information (SICI) priming] group design in which 89 college students from Wuhan were enrolled to complete a priming paradigm and a poster-advertising-design task. As a result, we found that the activation of inconsistent stereotypic information boosted creativity compared with that of consistent stereotypic information, which replicated previous findings. Study 2 also adopted a 2 (creativity-domain connectivity: high vs. low) × 2 (priming types: SCI priming vs. SICI priming) group design in which 85 college students from Wuhan were enrolled to complete the same tasks as in Study 1. The results of Study 2 indicated that when information with low relevance to creativity such as “a nurse” was primed, creativity was then significantly boosted by inconsistent stereotypic information such as “a male nurse” compared with the stereotypic one such as “a female nurse.” Conversely, when information with high relevance to creativity such as “a poet” was primed, there were no significant creativity-boosting effects between inconsistent stereotypic information such as “a dull poet” and the consistent one such as “an eccentric poet.” In sum, this study (i) replicated the previous findings in Chinese culture and (ii) further explored the moderating role of creativity connectivity of the inconsistent stereotypic information.
Ana Paula Ferreira Jordão, Moacyr Salles Ramos, Tatiane Valéria Cardoso dos Santos
The current stage of capital development has brought significant transformations to the lives of workers, some of them being expressions of precariousness, flexibilization, intensification of the forms of exploitation of the labor force, and deep regression in the field of social rights. Thus, the present text aims to discuss the ongoing transformations in the “world of work”, presenting a synthesis of the doctoral research in progress: “The Experience of Precarious Work of the hawkers in the trains of the Metropolitan Region of Rio de Janeiro”, “Outsourcing and Contracting by Bidding/advertising work of Social Workers” and “The Brazilian Unemployment Insurance Program: Restricted and Conditional Security”.
Political science, Political institutions and public administration (General)
Abstract In 1988, a joint conference of academics and industry professionals sponsored by the Marketing Science Institute considered the topic, “Evaluating the Effects of Consumer Advertising on Market Position Over Time: How to Tell Whether Advertising Ever Works.” One of the questions raised at this conference was whether there is any benefit at all to advertising. This is indicative of the pessimism that currently exists with regard to the value of advertising. At least one factor that has contributed to this pessimism is the ambiguity in the literature with regard to the value of advertising repetition. The objective of this paper is to critically review this literature so as to resolve much of the ambiguity that surrounds it. It is the thesis of this paper that many of the empirical findings regarding advertising repetition that appear to be contradictory actually are complementary. Generally, where findings appear to be contradictory, the reason is that there are fundamental differences among the st...