Alberto Lopez and Ricardo Garza
Do consumers rate reviews describing other consumers' sensory experience of a product (touch, smell, sight, hear and taste) as helpful or do they rate reviews describing more…
Abstract
Purpose
Do consumers rate reviews describing other consumers' sensory experience of a product (touch, smell, sight, hear and taste) as helpful or do they rate reviews describing more practical properties (product performance and characteristics/features) as more helpful? What is the effect of review helpfulness on purchase intention? Furthermore, why do consumers perceive sensory and non-sensory reviews differently? This study answers these questions.
Design/methodology/approach
The authors analyze 447,792 Amazon reviews and perform a topic modeling analysis to extract the main topics that consumers express in their reviews. Then, the topics were used as regressors to predict the number of consumers who found the review helpful. Finally, a lab experiment was conducted to replicate the results in a more controlled environment to test the serial mediation effect.
Findings
Contrary to the overwhelming evidence supporting the positive effects of sensory elicitation in marketing, this study shows that sensory reviews are less likely to be helpful than non-sensory reviews. Moreover, a key reason why sensory reviews are less effective is that they decrease the objective perception of the review, a less objective review then decreases the level of helpfulness, which decreases purchase intention.
Originality/value
This study contributes to the interactive marketing field by investigating customer behavior and interactivity in online shopping sites and to the sensory marketing literature by identifying a boundary condition, the authors’ data suggest that sensory elicitations might not be processed positively by consumers when they are not directly experienced, but instead communicated by another consumer. Moreover, this study indicates how companies can encourage consumers to share more effective and helpful reviews.
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Alberto Antonio Agudelo Aguirre, Néstor Darío Duque Méndez and Ricardo Alfredo Rojas Medina
This study aims to determine whether, by means of the application of genetic algorithms (GA) through the traditional technical analysis (TA) using moving average…
Abstract
Purpose
This study aims to determine whether, by means of the application of genetic algorithms (GA) through the traditional technical analysis (TA) using moving average convergence/divergence (MACD), is possible to achieve higher yields than those that would be obtained using technical analysis investment strategies following a traditional approach (TA) and the buy and hold (B&H) strategy.
Design/methodology/approach
The study was carried out based on the daily price records of the NASDAQ financial asset during 2013–2017. TA approach was carried out under graphical analysis applying the standard MACD. GA approach took place by chromosome encoding, fitness evaluation and genetic operators. Traditional genetic operators (i.e. crossover and mutation) were adopted as based on the chromosome customization and fitness evaluation. The chromosome encoding stage used MACD to represent the genes of each chromosome to encode the parameters of MACD in a chromosome. For each chromosome, buy and sell indexes of the strategy were considered. Fitness evaluation served to defining the evaluation strategy of the chromosomes in the population according to the fitness function using the returns gained in each chromosome.
Findings
The paper provides empirical-theoretical insights about the effectiveness of GA to overcome the investment strategies based on MACD and B&H by achieving 5 and 11% higher returns per year, respectively. GA-based approach was additionally capable of improving the return-to-risk ratio of the investment.
Research limitations/implications
Limitations deal with the fact that the study was carried out on US markets conditions and data which hamper its application in some extend to markets with not as much development.
Practical implications
The findings suggest that not only skilled but also amateur investors may opt for investment strategies based on GA aiming at refining profitable financial signals to their advantage.
Originality/value
This paper looks at machine learning as an up-to-date tool with great potential for increasing effectiveness in profits when applied into TA investment approaches using MACD in well-developed stock markets.
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Devisson Mesquita dos Santos, Fernanda Leandra Leal Lopes, André Cristiano Silva Melo, Denilson Ricardo de Lucena Nunes, Izabela Simon Rampasso and Vitor William Batista Martins
This paper is dedicated to elaborating, proposing and validating an action plan to enhance the mitigation of risks generated by the COVID-19 pandemic in the electric sector supply…
Abstract
Purpose
This paper is dedicated to elaborating, proposing and validating an action plan to enhance the mitigation of risks generated by the COVID-19 pandemic in the electric sector supply chain, aiming to promote a more resilient supply chain.
Design/methodology/approach
For this, a systematic review of the literature was carried out to prepare an action plan that was validated by a group of experts, through the Delphi methodology.
Findings
As a result, an action plan was obtained, with 18 actions subdivided into 13 resilience elements and related to 20 main risks arising from the pandemic. The actions oriented to the development of relationships among supply chain members, promotion of a culture oriented to learning and problem solving, contingency plan, safety stock and risk management were pointed as those capable of generating resilience in the chain analyzed in the moment of crisis.
Originality/value
The results achieved can contribute to the expansion of debates in the area of resilient supply chain management, as well as contribute to supply chain managers in their elaboration and definition of actions that aim to make the supply chain more resilient. It is noteworthy that no similar study was found in the literature considering the specificities of supply chain management in the Brazilian Amazon region.
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Maria Ferrer-Estévez and Ricardo Chalmeta
Sustainable customer relationship management (SCRM) is a combination of business strategy, customer-oriented business processes and computer systems that seeks to integrate…
Abstract
Purpose
Sustainable customer relationship management (SCRM) is a combination of business strategy, customer-oriented business processes and computer systems that seeks to integrate sustainability into customer relationship management. The purpose of this paper is to contribute to the body of knowledge of marketing, business management and computer systems research domains by classifying in research categories the current state of knowledge on SCRM, by analysing the major research streams and by identifying a future research agenda in each research category.
Design/methodology/approach
To identify, select, collect, synthesise, analyse and evaluate all research published on SCRM, providing a complete insight in this research area, the PRISMA methodology, content analysis and bibliometric tools are used.
Findings
In total, 139 papers were analysed to assess the trend of the number of papers published and the number of citations of these papers; to identify the top contributing countries, authors, institutions and sources; to reveal the findings of the major research streams; to develop a classification framework composed by seven research categories (CRM as a key factor for enterprise sustainability, SCRM frameworks, SCRM computer tools and methods, case studies, SCRM and sustainable supply chain management, sustainable marketing and knowledge management) in which academics could expand SCRM research; and to establish future research challenges.
Social implications
This paper have an important positive social and environmental impact for society because it will lead to an increase in the number of green and socially conscious customers with an ethical behavior, while also transforming business processes, products and services, making them more sustainable.
Originality/value
Customer relationship management in the age of sustainable development is an increasing research area. Nevertheless, to the authors' knowledge, there are no systematic literature reviews that identify the major research streams, develop a classification framework, analyse the evolution in this research field and propose a future research agenda.
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Ricardo Roseira Cayolla, Marco Escadas, Rui Biscaia, Timothy Kellison, Joana A. Quintela and Teresa Santos
The purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a…
Abstract
Purpose
The purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a triple bottom line (TBL) approach (i.e. fans' socially, environmentally and economically favourable behaviours).
Design/methodology/approach
Data were collected in two different steps using an online self-administered questionnaire (n1 = 1,043; n2 = 2,167) distributed to fees-paying members registered in the club's database. The analysis was carried out though structural equation modelling.
Findings
The results indicate good psychometric properties of the scale used to measure fans' perceptions of a club's pro-environmental sustainability initiatives (perceptions of pro-environmental sustainability initiatives in sports; p-PESIS). Additionally, there is a positive effect of p-PESIS on fans' social behaviours as well as on their daily environmental actions. Furthermore, p-PESIS also shows a positive effect at improving fans' economic activities towards the club.
Originality/value
Extending previous research, the authors tested a scale to measure fans' responses to pro-environmental sustainability initiatives in sport and examined their links to the TBL dimensions. Pro-environmental sustainability initiatives in sport benefit not only the club itself (by reinforcing fans' activities with the club) but also society as a whole, as it can promote fans' conscientiousness and likelihood to behave in environmentally and socially favourable ways.