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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: 3 April 2018

Yangjun Tu, Chaoqun Ma, Yueyan Wu and Zhi Yang

Active touch experienced by the hand and mouth can influence the evaluation of the taste of food. The purpose of this paper is to examine the effect of a passive body touch…

243

Abstract

Purpose

Active touch experienced by the hand and mouth can influence the evaluation of the taste of food. The purpose of this paper is to examine the effect of a passive body touch experience on the perceived intensity of spiciness.

Design/methodology/approach

This study includes three experiments. In Experiment 1, 32 college students tasted half of one piece of spicy bean curd while sitting on either a hard wooden chair or a soft padded chair. Experiment 2 was conducted using the blindfold method to avoid the influence of visual cues on taste, keeping the other details the same as in Experiment 1. Experiment 3 was performed with two changes from Experiment 2: the participants were blindfolded immediately before entering the lab from the waiting room to completely block all visual cues for the experimental materials, and armless stools were used to eliminate the passive touch on the participants’ backs.

Findings

All three experiments consistently found that the participants sitting on the soft padded chair or the soft armless stool perceived the spicy bean curd as significantly spicier than those sitting on the hard wooden chair or the hard armless stool.

Originality/value

These results preliminarily support the hypothesis that a crossmodal correspondence exists between passive body touch and sense of taste (especially spiciness, as in this study), demonstrating the importance of passive body touch and, more generally, of the touchable features in places where food is consumed, such as hotels, restaurants and bars.

Details

British Food Journal, vol. 120 no. 4
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 15 December 2023

Yuhong Peng, Jianwei Ding and Yueyan Zhang

This study examines the relationship between streamers' product descriptions, customer comments and online sales and focuses on the moderating effect of streamer–viewer…

599

Abstract

Purpose

This study examines the relationship between streamers' product descriptions, customer comments and online sales and focuses on the moderating effect of streamer–viewer relationship strength.

Design/methodology/approach

Between June 2021 and April 2022, the structured data of 965 livestreaming and unstructured text data of 42,956,147 characters from two major live-streaming platforms were collected for the study. Text analysis and regression analysis methods were employed for data analysis.

Findings

First, the authors' analysis reveals an inverted U-shaped relationship between comment length and product sales. Notably, comment volume and comment emotion positively influence product sales. Furthermore, the semantic richness, emotion and readability of streamers' product descriptions also positively influence product sales. Secondly, the authors find that the strength of streamer–viewer relationship weakens the positive effects of comment volume and comment emotion without moderating the inverted U-shaped effect of comment length. Lastly, the strength of streamer–viewer relationship also diminishes the positive effects of emotion, semantics and readability of streamers' product descriptions on product sales.

Originality/value

This study is the first to concurrently examine the direct and interactive effects of user-generated content (UGC) and marketer-generated content (MGC) on consumer purchase behaviors in livestreaming e-commerce, offering a novel perspective on individual decision-making and cue utilization in the social retail context.

Details

Marketing Intelligence & Planning, vol. 42 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 26 January 2022

Ziming Zeng, Shouqiang Sun, Tingting Li, Jie Yin and Yueyan Shen

The purpose of this paper is to build a mobile visual search service system for the protection of Dunhuang cultural heritage in the smart library. A novel mobile visual search…

611

Abstract

Purpose

The purpose of this paper is to build a mobile visual search service system for the protection of Dunhuang cultural heritage in the smart library. A novel mobile visual search model for Dunhuang murals is proposed to help users acquire rich knowledge and services conveniently.

Design/methodology/approach

First, local and global features of images are extracted, and the visual dictionary is generated by the k-means clustering. Second, the mobile visual search model based on the bag-of-words (BOW) and multiple semantic associations is constructed. Third, the mobile visual search service system of the smart library is designed in the cloud environment. Furthermore, Dunhuang mural images are collected to verify this model.

Findings

The findings reveal that the BOW_SIFT_HSV_MSA model has better search performance for Dunhuang mural images when the scale-invariant feature transform (SIFT) and the hue, saturation and value (HSV) are used to extract local and global features of the images. Compared with different methods, this model is the most effective way to search images with the semantic association in the topic, time and space dimensions.

Research limitations/implications

Dunhuang mural image set is a part of the vast resources stored in the smart library, and the fine-grained semantic labels could be applied to meet diverse search needs.

Originality/value

The mobile visual search service system is constructed to provide users with Dunhuang cultural services in the smart library. A novel mobile visual search model based on BOW and multiple semantic associations is proposed. This study can also provide references for the protection and utilization of other cultural heritages.

Details

Library Hi Tech, vol. 40 no. 6
Type: Research Article
ISSN: 0737-8831

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Article
Publication date: 24 November 2021

Junru Wang, Quandai Wang, Yueyan Li, Meiling Guo, Pengyang Li and Yan Li

The purpose of this paper is to investigate the effects of surface texture with roughness orientation considered on tribological properties under a mixed lubrication state…

184

Abstract

Purpose

The purpose of this paper is to investigate the effects of surface texture with roughness orientation considered on tribological properties under a mixed lubrication state numerically and experimentally.

Design/methodology/approach

Based on the average Reynolds equation and asperity contact model, the impacts of surface texture parameters and roughness orientation on lubrication properties have been calculated using finite difference method. Tin–bronze samples with various prescribed surface texture geometric parameters and roughness orientation were fabricated by laser surface texturing technique, and the tribology performance of the textured surface was studied experimentally.

Findings

The effects of surface geometric parameters and roughness orientation parameters have been discerned. The experimental observations are in good agreement with the numerical prediction, which suggests that the numerical scheme adopted in this work is suitable in capturing the surface texture and roughness effect under mixed lubrication state.

Originality/value

By meticulously controlling the surface roughness and surface texture geometric characteristics based on the laser surface texturing process, samples with prescribed surface texture parameters and roughness orientation consistent with that in theoretical studies were fabricated and the theoretical model and results were verified experimentally.

Details

Industrial Lubrication and Tribology, vol. 73 no. 10
Type: Research Article
ISSN: 0036-8792

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Article
Publication date: 16 February 2022

Ziming Zeng, Shouqiang Sun, Jingjing Sun, Jie Yin and Yueyan Shen

Dunhuang murals are rich in cultural and artistic value. The purpose of this paper is to construct a novel mobile visual search (MVS) framework for Dunhuang murals, enabling users…

292

Abstract

Purpose

Dunhuang murals are rich in cultural and artistic value. The purpose of this paper is to construct a novel mobile visual search (MVS) framework for Dunhuang murals, enabling users to efficiently search for similar, relevant and diversified images.

Design/methodology/approach

The convolutional neural network (CNN) model is fine-tuned in the data set of Dunhuang murals. Image features are extracted through the fine-tuned CNN model, and the similarities between different candidate images and the query image are calculated by the dot product. Then, the candidate images are sorted by similarity, and semantic labels are extracted from the most similar image. Ontology semantic distance (OSD) is proposed to match relevant images using semantic labels. Furthermore, the improved DivScore is introduced to diversify search results.

Findings

The results illustrate that the fine-tuned ResNet152 is the best choice to search for similar images at the visual feature level, and OSD is the effective method to search for the relevant images at the semantic level. After re-ranking based on DivScore, the diversification of search results is improved.

Originality/value

This study collects and builds the Dunhuang mural data set and proposes an effective MVS framework for Dunhuang murals to protect and inherit Dunhuang cultural heritage. Similar, relevant and diversified Dunhuang murals are searched to meet different demands.

Details

The Electronic Library , vol. 40 no. 3
Type: Research Article
ISSN: 0264-0473

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