Min Hou, Chunmei Gu, Jiakai Wang and Ping Hou
A large number of competitors springing up at the same time is a unique phenomenon to emerging markets. How to promote product sales and improve platform performance through…
Abstract
Purpose
A large number of competitors springing up at the same time is a unique phenomenon to emerging markets. How to promote product sales and improve platform performance through appropriate advertising communication strategies is not only an actual problem for the P2P platforms that are committed to long-term and stable operations but also an academic problem in marketing.
Design/methodology/approach
This study collected a total of 1960 pieces of panel data of the P2P platforms and constructed a panel data analysis model after filtering.
Findings
The empirical analysis reveals the following: the prevention-focus advertising has a greater impact on platform trading volume, compared with the promotion-focus advertising, and the impact is positively significant; the platform which has a third-party cooperation should use promotion-focus advertising, while prevention-focus advertising is a better choice for the platform without a third-party cooperation. Furthermore, the effects of prevention-focus advertising and promotion-focus advertising on the platforms using individual projects and platforms using organization projects differ.
Originality/value
The results of this study have some reference to the selection of advertising communication strategies for the high-risk financial products.
Details
Keywords
Suisui Chen and Jiakai Li
The study aims to assess marine biodiversity security, which is closely linked to a healthy planet and societal well-being. It defines marine biodiversity security, identifies…
Abstract
Purpose
The study aims to assess marine biodiversity security, which is closely linked to a healthy planet and societal well-being. It defines marine biodiversity security, identifies threats such as climate change, marine debris and invasive species and explores mechanisms impacting this security to aid in achieving Aichi Targets and enhancing ecological sustainability.
Design/methodology/approach
Using spatial statistical methods, the research analyzes the temporal and spatial distribution of marine biodiversity. It provides a comprehensive multi-layered perspective on the current state of global marine biodiversity, facilitating the identification of threats and the understanding of their mechanisms.
Findings
The findings indicate significant threats to marine biodiversity, with an emphasis on climate change, marine debris and invasive species. The report reveals the spatial distribution of endangered species and underscores the need for urgent actions to address these threats and improve marine biodiversity security globally.
Originality/value
This report serves as a critical reference for promoting healthy, productive marine biodiversity that supports societal welfare. It underscores the importance of establishing a protective framework for marine biodiversity, contributing to the realization of the United Nations Sustainable Development Goals, particularly SDG 14.