The purpose of this paper is to propose and test an integrated model of mobile advertising taking into consideration the unique characteristics of Asian consumers.
Abstract
Purpose
The purpose of this paper is to propose and test an integrated model of mobile advertising taking into consideration the unique characteristics of Asian consumers.
Design/methodology/approach
The survey research method has been used to collect data among young mobile users in China and South Korea. A structural equation model (SEM) technique is employed to analyze the data.
Findings
The results show that Chinese and South Korean consumers share similar beliefs and attitudes toward mobile advertising. Perceived informational usefulness, perceived entertainment usefulness, perceived ease of ease and credibility emerge as significant belief factors positively influencing attitude in both countries. Irritation, on the other hand, negatively predicts attitude. Attitude toward mobile advertising and subjective norm emerge as the strong predictors of consumers’ intention to use mobile advertising in both countries. The effects of perceived social usefulness on attitude and incentive on intention to use demonstrate different patterns between the Chinese and South Korean samples.
Practical implications
The findings are particularly relevant to international marketing managers. To effectively reach Asian consumers through mobile, increasing credibility and entertainment values are the keys. Meanwhile, providing relevant information in easy to use format is also an important issue.
Originality/value
Based on the established advertising theories, this study proposes an integrated model to examine how beliefs, attitude and other influencing factors affect mobile advertising effectiveness among Chinese and South Korean consumers. This research provides insights into the uniqueness and effectiveness of the new mobile medium as opposed to traditional media. Furthermore, this study deepens the understanding of advertising hierarchy effects in an international setting by examining similarities and differences between China and South Korea. Most of existing cross-cultural studies choose cultures that are sharply contrast to gain significant findings and to support established cross-cultural theories. It is also very important for researchers to examine cultures that are relatively similar to gain a better understanding of the impact of culture. The study answers such a call.
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The purpose of this paper is to investigate the impact of R&D sourcing strategies and their governance modes on basic and developmental R&D. Following the concept of cognitive…
Abstract
Purpose
The purpose of this paper is to investigate the impact of R&D sourcing strategies and their governance modes on basic and developmental R&D. Following the concept of cognitive distance, this research proposes that there are trade-offs between basic and developmental R&D when emerging economy firms engage in different R&D sourcing strategies. R&D sourcing can enable emerging economy firms to access different level of heterogeneity of knowledge inputs depending on the cognitive distance between the firm and its suppliers. Distance in cognition increases when firms obtain knowledge from abroad and independent suppliers in comparison to the acquisition of knowledge from home boundaries and affiliates.
Design/methodology/approach
Tobit maximum likelihood estimation approach is used.
Findings
Using data from Turkish firms, this study finds out that offshore R&D with an outsourcing governance mode affects basic R&D. In contrast, domestic R&D with an insourcing mode influences developmental R&D.
Originality/value
This research extends recent efforts to better understand the determinants of different R&D types by examining offshore and domestic R&D together and by taking into account different governance modes of each R&D sourcing strategy. This study becomes important because it investigates this issue from the perspective of emerging economy firms.
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Ebru Akçay, Aslı Şahinkaya Ermiş and G. Senem Gençtürk Hızal
As media texts, advertisements use representation practices to construct ideological meanings. This study traced the representation of the worker in advertisements with the help…
Abstract
As media texts, advertisements use representation practices to construct ideological meanings. This study traced the representation of the worker in advertisements with the help of content and thematic analysis. The study aimed to reveal the representation of the worker in the advertisements and to make the representations of the worker built through advertisements visible. The study was limited to ads that received an Effie Award in Turkey in 2020 and 2021. In the 2020 Effie Awards, 73 awards were given in 41 categories and in the 2021 Effie Awards, 68 awards were given in 42 categories. Content analysis was applied to 24 advertisements in 2020 and 31 advertisements in 2021. The quantitative data helped to determine the themes in the thematic analysis. Thematic analysis was carried out by regarding the worker as the (in)visible, the (un)voiced, and the bypassed. This study, which reveals that the worker is represented in advertisements through being invisible, unvoiced, and bypassed, claims that the labor of the worker in the production process is ignored through representation practices. In this context, it can be said that the worker is erased and omitted in TV ads on a symbolic level.
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Ebru Ulaş Sariaydin and Hicran Hanım Halaç
This study examines the adaptation to future climate conditions of energy retrofitting measures, the performance of which is considered to be effective today. It is aimed to…
Abstract
Purpose
This study examines the adaptation to future climate conditions of energy retrofitting measures, the performance of which is considered to be effective today. It is aimed to analyse the energy performance of retrofit interventions that respond positively to today's climate conditions in future climate conditions.
Design/methodology/approach
In the methodology of the study, the diversity of energy retrofit interventions in the literature is constructed within the framework of three different conceptualised intervention packages. Each conceptual intervention package is evaluated under three different climatic conditions for the years 2023, 2050 and 2080 and 9 different energy improvement scenario models are created. The base model in the study represents a cultural heritage building and the study presents a case study.
Findings
According to the findings, the most effective energy retrofit package in the climatic conditions of all years analysed is the intervention package created with renewable energy sources. The second package in energy optimisation is the package with an innovative concept using aerogel materials. Although the base model improves the energy performance, the poorest performance in the comparison of the three packages belongs to the package that includes interventions that are frequently used in the current literature.
Originality/value
This study presents original research to the literature in terms of addressing the role of current and future climate conditions in energy retrofit. The study findings provide quantitative data on the revision requirements for new studies of energy retrofit interventions that are frequently used today.