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Article
Publication date: 9 August 2024

Jing (Daisy) Lyu, Yan Danni Liang and Durga Vellore Nagarajan

Live Streaming Marketing has emerged as a transformative medium, facilitating real-time product promotion and brand messaging and reshaping consumer engagement. However, knowledge…

521

Abstract

Purpose

Live Streaming Marketing has emerged as a transformative medium, facilitating real-time product promotion and brand messaging and reshaping consumer engagement. However, knowledge of the impact of Store Atmospheric cues within live streaming contexts remains scarce. This research delves into the dynamic interplay between streamers and viewers across diverse live streaming platforms, with a focus on the impact of distinct atmospheric cues. It also seeks to explore prosocial behavior and integrate elements of social comparison theory.

Design/methodology/approach

We conducted semi-structured interviews with 14 streamers and 26 viewers. Participants who were active on streaming platforms and had experience of multiple live streaming sessions were purposively identified. The thematic coding approach and NVivo 12 software were employed to gain a nuanced understanding of live streaming dynamics.

Findings

Our findings highlight the significant role of emerging atmospheric cues in shaping immersive streaming experiences and fostering prosocial behavior. Additionally, we observed three formats of upward social comparisons between streamers and viewers, wherein viewers compared themselves with streamers and peers, and streamers engaged in comparisons with more experienced counterparts. This finding contributes to a sense of digital community and positive interactions because of live streaming adoptions.

Originality/value

By extending the application of social comparison theory, this study provides valuable insights for practitioners and scholars, enriching the understanding of both streamers’ and viewers’ psychological behavior and the dynamics of virtual retail settings.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 3 August 2021

Kuppulakshmi V, Sugapriya C and Nagarajan Deivanayagam Pillai

This research formulated to obtain the optimum ordered quantity and optimum inventory range of fish products under the conditions: (1) fully back ordered (lockdown) and (2…

488

Abstract

Purpose

This research formulated to obtain the optimum ordered quantity and optimum inventory range of fish products under the conditions: (1) fully back ordered (lockdown) and (2) partial back ordered (normal geographical market). In both the cases, due to the deterioration nature and in quarantine situation some vendors are not able to satisfy the customers (retailers). So in this model, the cost of penalty is introduced in quarantine time to obtain the optimal total cost.

Design/methodology/approach

To find the total cost, holding cost, shortage cost and deterioration cost have to be considered. There are so many disadvantages in holding the deteriorating food products. Due to the demand and deterioration, the holding cost of the fish products is determined. The supply chain of fish marketing process to find the optimum total cost and optimum back ordered quantity in the two situations, namely, (1) normal backordering and (2) Quarantine period is explained.

Findings

The conclusion of this research is exhibited for the uncertain lockdown situation and the normal geographical markets. But in both the cases, the demand function is dependent on the backorder quantity. The expected total cost of the retailers of fish products increased at the least possible range with the increase in the shortage parameter, cost of penalty and variance. But the change in mean value leads to decreasing in the back ordered quantity, inventory level and the annual total cost of the retailers. This analysis contributes to the service of supply chain from wholesaler to retailer in high level.

Research limitations/implications

Fish products are very essential for nourishment and economic spread in India. This study has spotlight the efficient method for reducing the total cost of the retailers of fish marketing. The cost of deterioration of fish is high because of its perishable nature. Due to lockdown situation, the holding cost of the fish products depends upon the backordered quantity of geographical market of fish.

Practical implications

This research formulated to obtain the optimum ordered quantity and optimum inventory range of fish products under the conditions: (1) fully back ordered (lockdown) and (2) partial back ordered (normal geographical market).

Social implications

Due to lockdown situation, the holding cost of the fish products depends upon the backordered quantity of geographical market of fish. This research formulated to obtain the optimum ordered quantity and optimum inventory range of fish products.

Originality/value

This research formulated to obtain the optimum ordered quantity and optimum inventory range of fish products under the conditions: (1) fully back ordered (lockdown) and (2) partial back ordered (normal geographical market). In both the cases, due to the deterioration nature and in quarantine situation some vendors are not able to satisfy the customers (retailers). So in this model, the cost of penalty is introduced in quarantine time to obtain the optimal total cost. A few number of sensitivity analysis are carried out for deterioration rate, shortage parameter and cost of penalty to indicate the existence of total cost in the least possible range.

Details

Journal of Advances in Management Research, vol. 19 no. 2
Type: Research Article
ISSN: 0972-7981

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Article
Publication date: 14 May 2019

Latha Nagarajan, Anwar Naseem and Carl Pray

Since the start of seed and other market reforms in the 1990s, the annual number of improved varietal releases for maize in Kenya has increased substantially. Prior to the…

227

Abstract

Purpose

Since the start of seed and other market reforms in the 1990s, the annual number of improved varietal releases for maize in Kenya has increased substantially. Prior to the reforms, private firms were restricted in introducing new varieties, could not protect their intellectual property and farmers had to rely exclusively on improved seeds developed and marketed by the public sector. Reforms have resulted in not only private firms entering the market and releasing improved varieties, but also an increase in varietal releases by the public sector. The purpose of this paper is to review some of the key policy reforms related to maize in Kenya, and their impacts on varietal development and yields.

Design/methodology/approach

The authors estimate a yield model that relates national maize yields to a number of input policy variables. The authors employ a two-stage least square regression, as one of the explanatory variables – the number of varietal releases – is likely endogenous with yield. The authors use policy variables such as public R&D, the number of plant breeder’s rights issued, and the years since private varieties have been introduced as instrument variables to estimate their influence new varietal releases directly, and then new varieties, inputs and other policies to measure their impact on yields.

Findings

The results show that policy changes such as the introduction of intellectual property rights had an important impact on the number of improved maize varieties released. However, the outcomes of the policy change such as the number of varieties and the share of area under improved varieties has no impact on increasing maize yields. The authors argue that this is because farmers continue to use older improved varieties because of the dominance of a parastatal in the maize, seed market and that newer improved varieties may not have the assumed yield advantage. Future policy and programs should be directed toward increasing the adoption of improved varieties rather than simply releasing them.

Originality/value

This paper provides evidence that while policy change may lead to new varietal development and release, its aggregate productivity impacts may be limited without additional reforms and intervention.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 9 no. 1
Type: Research Article
ISSN: 2044-0839

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Article
Publication date: 8 March 2022

Constantinos-Vasilios Priporas, Durga Vellore-Nagarajan and Irene (Eirini) Kamenidou

This study aims to delineate the phenomenon of stressful eating within generation Z due to the times they are living in and to extract propositions which elucidate phases of…

1550

Abstract

Purpose

This study aims to delineate the phenomenon of stressful eating within generation Z due to the times they are living in and to extract propositions which elucidate phases of stressful eating within Zers.

Design/methodology/approach

Based on relevant literature on consumer obesity, theories of pure impulse buying and reasoned action, cognitive constructs eminent for reasoned conditioned behaviour are extracted. Followed by extraction of the reasoned conditioned behaviour and its cognitive constructs within Zers. Thereafter, a conceptual framework is developed with propositions of stressful eating within Zers.

Findings

Zers indulge in reasoned conditioned behaviour initially owing to their healthy understanding insights, and the activations of cognitive capacities within them due to the law of effect. The law of effect is cyclical after the first reasoned consumption among Zers, leading to obesity and constricting self-controlling behaviour.

Originality/value

To the best of the authors’ knowledge, this is the first study that provides a deep understanding of the cognitive mechanism orienting generation Z’s stressful eating indulgence even though they have higher healthy lifestyle understandings.

Details

European Journal of Marketing, vol. 56 no. 11
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 20 April 2022

Xiang Zhou, Yankun Yin, Zhiyu Huang, Lu Fu, Luoxin Wang, Shaohua Chen and Hua Wang

In this study, an eco-friendly cotton fabric (CF) treatment method was proposed to induce anti-ultraviolet and flame retardant properties, and a new application of tannic acid…

356

Abstract

Purpose

In this study, an eco-friendly cotton fabric (CF) treatment method was proposed to induce anti-ultraviolet and flame retardant properties, and a new application of tannic acid (TA) and phytic acid (PA) in ultraviolet protection and flame retardant fabric was put forward.

Design/methodology/approach

By combining diethylenetriamine, PA and TA on CF, a chemical reaction intumescent flame retardant CF with anti-ultraviolet and anti-flame retardance was developed.

Findings

The flame retardant and ultraviolet resistance of CF were characterized by LOI, vertical combustion, cone calorimetry and ultraviolet resistance testing. SEM, XPS, FTIR and other tests were used to analyze the chemical composition, surface morphology and residual carbon after combustion of the CF, and it was confirmed that the modified CF has good ultraviolet resistance and flame retardant performance.

Originality/value

In this study, an eco-friendly CF treatment method was proposed to induce anti-ultraviolet and flame retardant properties, and a new application of TA and PA in ultraviolet protection and flame retardant fabric was put forward.

Details

International Journal of Clothing Science and Technology, vol. 34 no. 5
Type: Research Article
ISSN: 0955-6222

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Article
Publication date: 3 April 2007

R.V. Nambiar, K.H. Lee and D. Nagarajan

The purpose of this work is to extend the life of plastic injection molds made by stereolithography through the use of gas‐assist technology.

721

Abstract

Purpose

The purpose of this work is to extend the life of plastic injection molds made by stereolithography through the use of gas‐assist technology.

Design/methodology/approach

Polypropylene parts were made by injection molding in stereolithography molds with and without gas‐assist technology. The mold life was evaluated by observing the number of parts produced before the breakage of each of small core pins and the ejection force was measured.

Findings

When using gas‐assisted injection molding (GAIM), the core pin life was approximately doubled, the average cavity pressure and the average mold temperature were reduced, and there was a three‐fold increase in ejection force. Also, the core pin location had a very dramatic effect on the life.

Research limitations/implications

This study suggests research into understanding the relationship between ejection force and mold failure, testing the mechanical properties of the parts and identifying reliable design rules for parts produced by GAIM. Research into other low pressure injection techniques and the viability of using a wider set of polymer materials also appears promising.

Practical implications

The result of this research encourages molders who have abandoned the use of stereolithography tools after a few unsuccessful attempts to consider using GAIM with stereolithography molds.

Originality/value

This is a novel use of GAIM technology to extend the lives of molds fabricated by stereolithography.

Details

Rapid Prototyping Journal, vol. 13 no. 2
Type: Research Article
ISSN: 1355-2546

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Book part
Publication date: 28 November 2024

Subhabrata Ghosh and Krishna Singh

Sustainability promotes specific and balanced circumstances which favours the survival of human population with the surrounding Mother Nature with proper synchronization. This…

Abstract

Sustainability promotes specific and balanced circumstances which favours the survival of human population with the surrounding Mother Nature with proper synchronization. This practice ensures the use of all available natural resources in an equilibrated manner to satisfy the present needs along with the requirements of the succeeding generations. Agricultural sustainability reckons the role of healthy environment; society and economy in an integrated manner to promote food security and socio-economic development of the rural individuals. Normal agricultural practices have an unfathomed burden on the environment. This leads to various forms of environmental degradation like air and water pollution, soil depletion, climate change and loss of biodiversity. The sustainable agricultural practices aim to protect the environment, expand the Earth’s natural resource base and preserve or improve fertility of soil. Sustainable agriculture comprises with environmentally friendly farming methods that allow crops to be produced without harming natural systems. This prevents adverse impacts on soil, water, biodiversity as well as surrounding or downstream resources. In this present article we will analyse all issues related to mitigating environmental degradation through agricultural sustainability. Along with the proper assessment for agricultural sustainability is very crucial to understand the real scenario. This helps to take necessary measures for designing and its actual execution. The study constructed a composite index of agricultural sustainability by applying the principal component analysis method. Significant differences in agricultural sustainability were found among the states in India. It is important to mention that agricultural sustainability improved for all states in 2019 compared to 2016.

Details

Sustainable Agricultural Practices: Economic and Environmental Implications
Type: Book
ISBN: 978-1-83608-337-5

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Article
Publication date: 6 November 2023

Zhiying Wang and Hongmei Jia

Forecasting demand of emergency supplies under major epidemics plays a vital role in improving rescue efficiency. Few studies have combined intuitionistic fuzzy set with…

165

Abstract

Purpose

Forecasting demand of emergency supplies under major epidemics plays a vital role in improving rescue efficiency. Few studies have combined intuitionistic fuzzy set with grey-Markov method and applied it to the prediction of emergency supplies demand. Therefore, this article aims to establish a novel method for emergency supplies demand forecasting under major epidemics.

Design/methodology/approach

Emergency supplies demand is correlated with the number of infected cases in need of relief services. First, a novel method called the Intuitionistic Fuzzy TPGM(1,1)-Markov Method (IFTPGMM) is proposed, and it is utilized for the purpose of forecasting the number of people. Then, the prediction of demand for emergency supplies is calculated using a method based on the safety inventory theory, according to numbers predicted by IFTPGMM. Finally, to demonstrate the effectiveness of the proposed method, a comparative analysis is conducted between IFTPGMM and four other methods.

Findings

The results show that IFTPGMM demonstrates superior predictive performance compared to four other methods. The integration of the grey method and intuitionistic fuzzy set has been shown to effectively handle uncertain information and enhance the accuracy of predictions.

Originality/value

The main contribution of this article is to propose a novel method for emergency supplies demand forecasting under major epidemics. The benefits of utilizing the grey method for handling small sample sizes and intuitionistic fuzzy set for handling uncertain information are considered in this proposed method. This method not only enhances existing grey method but also expands the methodologies used for forecasting demand for emergency supplies.

Highlights (for review)

  1. An intuitionistic fuzzy TPGM(1,1)-Markov method (IFTPGMM) is proposed.

  2. The safety inventory theory is combined with IFTPGMM to construct a prediction method.

  3. Asymptomatic infected cases are taken to forecast the demand for emergency supplies.

An intuitionistic fuzzy TPGM(1,1)-Markov method (IFTPGMM) is proposed.

The safety inventory theory is combined with IFTPGMM to construct a prediction method.

Asymptomatic infected cases are taken to forecast the demand for emergency supplies.

Details

Grey Systems: Theory and Application, vol. 14 no. 1
Type: Research Article
ISSN: 2043-9377

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Article
Publication date: 6 July 2012

Laura Darabant, Mihaela Cretu, Radu V. Ciupa, Dan D. Micu and Denisa Stet

The purpose of this paper is to estimate the electrical field induced in the spinal cord and nearby area during lumbar magnetic stimulation.

142

Abstract

Purpose

The purpose of this paper is to estimate the electrical field induced in the spinal cord and nearby area during lumbar magnetic stimulation.

Design/methodology/approach

The spinal cord is modelled as a continuous cylinder, while the vertebral column is also represented by a concentric interrupted cylinder. The coil used for magnetic stimulation is a figure of eight, whose centre is placed above T12‐L1 vertebras. The electrical field is induced and its derivative is computed using the finite difference method.

Findings

Preliminary results suggest that magnetic stimulation may be able to induce a sufficiently intense electric field inside the spinal cord, leading to the direct activation of spinal nerve roots.

Practical implications

If the spinal cord can be stimulated directly by magnetic stimulation, this technique can facilitate functional motor activities, including standing and stepping in paralyzed people, in a non‐invasive way.

Originality/value

The authors revealed the fact that functional magnetic stimulation can be applied to the spinal cord, and should be further investigated as an alternative to invasive techniques such as electrical stimulation.

Details

COMPEL - The international journal for computation and mathematics in electrical and electronic engineering, vol. 31 no. 4
Type: Research Article
ISSN: 0332-1649

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Article
Publication date: 6 July 2015

Mihaela Cretu and Dan Doru Micu

– The purpose of this paper is to evaluate the response of the spinal cord, the transmembrane potential, during lumbar magnetic stimulation, using a figure of eight coil.

178

Abstract

Purpose

The purpose of this paper is to evaluate the response of the spinal cord, the transmembrane potential, during lumbar magnetic stimulation, using a figure of eight coil.

Design/methodology/approach

In order to obtain a precise stimulation of the spinal cord and not the nearby nervous fibres, the coil from the electric circuit of the magnetic stimulator is optimized. The new proposed design is based on the turns’ placement inside the coil, the number of turns required to produce activation. Once the coil configuration is established, the paper addresses other issues that need to be solved: reducing power consumption (the low efficiency of power transfer from the coil to the tissue is a major drawback) and reducing coil heating.

Findings

The traditional commercial coils, used for magnetic stimulation in some preliminary experiments, had proved their inability to specifically stimulate the target tissue, without activating the surrounding areas and the low efficiency of power transfer from the coil to the nervous tissue. A more realistic modelling of the stimulating coil, based on the distribution of turns inside the coil can lead to directly stimulation of the spinal cord, during lumbar magnetic stimulation.

Practical implications

If the electrical circuit of the magnetic stimulator is improved, the direct stimulation of the spinal cord is obtained; so, this technique could facilitate functional motor activities, including standing and stepping in paralyzed people, without requiring implantation of electrodes like in electrical stimulation.

Originality/value

The authors underlined that the spinal cord stimulation can be achieved by magnetic stimulation, only if the parameters of the stimulator circuit are optimized. Therefore an original and realistic modelling of the inductive coil was proposed based on number and turns’ distribution within the coil. The coil is designed so that reducing the excessive heating makes it difficult in obtaining a more frequent repetition of stimulus.

Details

COMPEL: The International Journal for Computation and Mathematics in Electrical and Electronic Engineering, vol. 34 no. 4
Type: Research Article
ISSN: 0332-1649

Keywords

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