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Article
Publication date: 7 October 2021

Xia Cao, Zhi Yang, Feng Wang, Chongyu Lu and Yueyan Wu

This study investigates the effect of keyword portfolio characteristics on sales in paid search advertising. The authors propose two keyword portfolio characteristics (variety and…

359

Abstract

Purpose

This study investigates the effect of keyword portfolio characteristics on sales in paid search advertising. The authors propose two keyword portfolio characteristics (variety and disparity) and examine the effects of portfolio variety and portfolio disparity on direct and indirect sales in both PC and mobile environment.

Design/methodology/approach

By conducting a field study at a large e-commerce platform, the authors use a negative binomial model to develop empirical findings that provide insights into paid search advertising strategies.

Findings

For main effect, (1) portfolio variety has a negative effect on direct sales. However, (2) portfolio disparity has positive effects on both direct and indirect sales. Advertising channels influence the contribution of keyword portfolio to sales. (3) On mobile devices, portfolio variety positively affects both direct and indirect sales. However, portfolio disparity negatively affects both direct and indirect sales. (4) On PCs, portfolio variety negatively affects both direct and indirect sales. However, portfolio disparity positively affects both direct and indirect sales on PC.

Practical implications

The findings provide advertisers with insights into how to manage keyword portfolio between mobile devices and PCs.

Originality/value

The current study shifts the attention from keyword to keywords (keyword portfolio), which extends the paid search literature. Moreover, it also contributes to the literature by comparing the relative effectiveness of mobile and PC search advertising.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 6
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 31 December 2024

Ting Xiao, Zhi Yang, Yanhui Jiang, Shitong Huang and Chongyu Lu

Research generally believes that both corporate venture capital (CVC) and independent venture capital (IVC) promote the innovation value of entrepreneurial ventures, but their…

20

Abstract

Purpose

Research generally believes that both corporate venture capital (CVC) and independent venture capital (IVC) promote the innovation value of entrepreneurial ventures, but their roles in innovation risk remain unclear. To reveal the bright and dark sides of CVC and IVC, we compare their influence on innovation performance and performance variability of entrepreneurial ventures as well as their interaction effects with innovation assets through physical and intellectual assets.

Design/methodology/approach

This study uses a panel dataset consisting of 630 high-tech ventures and the Heckman selection model to test the hypotheses and correct the endogenous problems.

Findings

We find that CVC improves the innovation performance of entrepreneurial ventures but at the cost of increasing their performance variability, whereas IVC is the opposite. We also find the combination effect of external and internal capital of entrepreneurial ventures. CVC and IVC complement intellectual assets to enhance innovation performance and dance with physical assets to reduce variability.

Originality/value

We use a value-risk dyadic perspective to reveal the bright side and dark side of CVC and IVC. We unveil the interplay mechanism between internal and external capital of entrepreneurial ventures and develop some kinds of capital configuration strategies to balance innovation value and risk.

Details

Business Process Management Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-7154

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Article
Publication date: 10 June 2020

Jianhui Yan, Yu Zheng, Jiaxin Bao, Chongyu Lu, Yanhui Jiang, Zhi Yang and Chulan Feng

This paper aims to investigate how to improve new product performance in turbulent circumstances of emerging economies.

1518

Abstract

Purpose

This paper aims to investigate how to improve new product performance in turbulent circumstances of emerging economies.

Design/methodology/approach

This paper used regression analysis to examine the performance impact of customer relationship management (CRM) and product development management (PDM) concentration strategy in new product development (NPD). A detailed contingent analysis of the market and institutional environments in emerging economies is also conducted based on a survey of 114 Chinese high-tech manufacturers.

Findings

The research findings show that PDM has a stronger positive effect on new product performance than CRM in emerging economies and that the contingent effects of the market and institutional environment vary. More specifically, technological turbulence and enforcement inefficiency can positively moderate the relationship between CRM and new product performance, whereas the moderating effect of market turbulence on CRM is negative. Meanwhile, enforcement inefficiency negatively moderates the effect of PDM on new product performance, while the moderating effect of market turbulence on PDM is positive.

Research limitations/implications

This paper is limited to a survey of high-tech manufacturing enterprises in China. Further research should continues to explore and document the strategic issue about NPD in emerging economies by longitudinal study.

Originality/value

This paper contributed to theoretical and practical initiatives on the strategic issue of NPD and provided firms a further understanding of how to select the right NPD strategy in emerging economies to improve new product performance.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 9 January 2023

Zhi Yang, Cai Yang, Chongyu Lu, Feng Wang and Wei Zhou

The purpose of this paper is to introduce and investigate social brokers who belong to and connect multiple groups in a social network. This paper also reveals the differential…

401

Abstract

Purpose

The purpose of this paper is to introduce and investigate social brokers who belong to and connect multiple groups in a social network. This paper also reveals the differential effects of innovative and following social brokers on content diffusion in terms of adoption timing, speed and size.

Design/methodology/approach

The paper collected field data related to 69,086 users on the largest social network platform in China and analysed their adoption behaviours of 2,492 pieces of content.

Findings

The analysis reveals that social brokers encourage content diffusion and accelerate the speed of content adoption in a social network. Specifically, following social brokers play a greater role than innovative social brokers in accelerating the speed of content adoption and expanding the size of content adoption. However, in the early stage of content diffusion within the social network, innovative social brokers could predict the success of content adoption more effectively than following social brokers.

Research limitations/implications

This research extends the current diffusion literature by introducing the social broker and examining the effect of social brokers on the process of content adoption.

Practical implications

The findings provide suggestions to marketing managers on how to improve the diffusion of marketing-related content, such as by seeding specific people – that is, social brokers – with content, so they can serve as content transmitters in marketing campaigns. In addition, the findings suggest that to optimise content adoption in a social network, managers should strategically target innovative social brokers or following social brokers at various stages of content seeding-based marketing campaigns.

Originality/value

To the best of the authors’ knowledge, this research is the first to test the effects of social brokers on content adoption and identify innovative and following social brokers. The findings enrich the literature on content marketing by providing new perspectives on social structures in social networks.

Details

European Journal of Marketing, vol. 57 no. 4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 7 March 2023

Siru Lu, Chongyu Wang, Siu Kei Wong and Shuai Shi

This paper aims to examine the housing market responses to two outbreaks of respiratory diseases in Hong Kong during the Information Era – the 2003 SARS and COVID-19 outbreaks.

363

Abstract

Purpose

This paper aims to examine the housing market responses to two outbreaks of respiratory diseases in Hong Kong during the Information Era – the 2003 SARS and COVID-19 outbreaks.

Design/methodology/approach

The authors first investigate the aggregate housing price changes during SARS and COVID-19. Next, the authors conduct a battery of univariate analyses pertaining to the relationship between district-level housing price movements and geographic and demographic patterns during the pandemic periods. Finally, to shed light on the housing price dynamics at the micro level, the authors conduct an estate-level analysis with the data of 234 residential estates from 2003 to 2020, focusing on the impacts of SARS and COVID-19 on the idiosyncratic volatility of residential estates.

Findings

Overall, SARS and COVID-19 outbreaks are negatively associated with housing prices. However, unlike SARS, the impact of COVID-19 on housing prices was moderate and transient. The geographic imbalances of the epidemic-induced underperformance are observed at the district and estate levels. Finally, the estate-level analysis presented in this paper indicates that the average idiosyncratic volatility of residential estates is 1.5% higher during the SARS period but 3.7% lower during the COVID-19 period. Lower volatility during COVID-19 is likely explained by household learning from the SARS period.

Practical implications

Regulators and investors could resort to efficient information disclosure to attenuate idiosyncratic volatility's adverse impact on housing market returns.

Originality/value

To the best of the authors’ knowledge, the authors are among the first to examine housing market responses to the 2003 SARS and COVID-19 outbreaks using the Hong Kong housing market as a laboratory.

Details

International Journal of Housing Markets and Analysis, vol. 16 no. 3
Type: Research Article
ISSN: 1753-8270

Keywords

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