Hung, K., Tse, D. K., & Chan, T. H. (2022). E-Commerce Influencers in China: Dual-Route
Model on Likes, Shares, and Sales. Journal of Advertising, 51(4), 486–501.
This article discusses the effectiveness and quality use of influencer marketing. Describing in theory that the use of effective influencers in connection to certain media properties can increase customer engagement. In discussion the theory is said to imply that with strong relation to entertainment value and visual appeal. That the influencer may have a positive effect on which platform or brand that they may be in connection to. With some tools being in use like commentary or live feedback the overall attraction to some brands or products may or may not have a correlating effect. May not because there was a term used called “Negative identification” or purchaser concern. “Which states that the negative identification with the video will dampen the effects of audience acknowledgement or video effectiveness” (Model on Likes, Shares, and Sales. Journal of Advertising)
Audience acknowledgement can be viewed as number of views or likes ad commentaries
While most of the article describes the use of influencers in a positive sense. It is noted the negative impact of “quick stardom” or freelancers who may miscommunicate information about some products. Highlights of this article can be shown as the description of influencer stature or the concept of appeal strategies. This article also shows depth of understanding in relation to Macro and Micro views of influencers design or approach to the markets or platforms. Other key notes of this article is the level of research with the use of quantitative data and not just the use of Qualitative research. The article was a part of a scholarly journal and the research is up to date having been published on August 1, 2022. Submitted to Taylor & Francis online.
This paper follows reference guides to my knowledge and appears to be written in APA format. This article supports my interest and my overall degree. It also has given me some insight into the industry and given me another reference for my own Dissertation which may cover a similar topic.
Li, J., Luo, X., Lu, X., & Moriguchi, T. (2021). The Double-Edged Effects of E-Commerce Cart Retargeting: Does Retargeting Too Early Backfire? Journal of Marketing, 85(4), 123–140.
The information within delivers a study of online shoppers and a theory involving the use of marketing ads. The article uses e-commerce cart retargeting system also referred to as (ECR). The idea is that through an ad appearance it may lead to more revisits to the website and possibly less abandoned carts. (ECR) is defined as digital behavior targeting that is meant to remind shoppers. A key point of their study says that too early of a retargeted cart or (ECR) can have a worse impact than no ad at all. Through this research it has shown (ECR) itself may become a part of the sales industry but the topic was not directly covered in this article. The article itself was a multi-study about the impact of retargeting users of a online store and the timing of such efforts. The data itself seems to be driven from quantitative figures including some qualitative research. The authors look to be a part of the American Marketing Association which is a non-profit/for-profit organization and the journal of Marketing is Scholarly journal.
The topic strengthens my understanding of Market targeting or segmentation and my research in that area. In my own words the study was broad and I find that the pure amount of those said to have participated in the study almost makes this to unbelievable. From what I read there seemed to be no Cognitive bias however. I suppose that the data was correlative to the hypothesis. Sample sizes may have been well enough to adjust to any untested popluations.
Katrodia, A. (2022). A Comparative Study of Social Media Marketing and Conventional Marketing – A Case
Study. African Journal of Business & Economic Research, 17(3), 171–190.
The journal describes the use of social media in relation to Marketing when used with platforms such as (Facebook) or in contrast to any conventional means a advertiser may use to reach potential consumers with. The article states that there are very valuable feedbacks available to organizations when using social Medias. Also the article describes the indefinites of Marketing using social media as “as a gap of knowledge when it comes to social media and the extent of its usefulness as a marketing tool.” Having described the unknown limitations as a gap in knowledge, displays that the variety in which influencers may reach audiences has not been peaked. When speaking on how the associated brand or platform may perform in some scenarios based on engagement levels describes the idea of feedback. From influencers to audience and vice versa this description is what I call a feedback loop and in the journal it will be labeled content.
So a highlight of this article is the description of user generated content. Which is based on marketing activities that come along with online use, and the use of this user generated content has allowed for better forecasting. The section that describes social media versus conventional marketing in greater details is also a highlight. The journal supports my study of Collaborative efforts in relation to supply and retail marketing. I am interested in retail so to engage with larger audiences and have interested buyers’ makes feedback as represented in the journal very important. Their study used qualitative methods giving a descriptive statistic making this a scientific research.
Global-Financial Technology Market {Fintech}. (2022, September). Marketline. Retrieved
February 1, 2023, from https://advantage-marketline-
com.eu1.proxy.openathens.net/Analysis/ViewasPDF/global-financial-technology-
market(fintech)-164564
With this financial analysis it is discussed through reports using graphs and correlating data that the rise in this sector was due to a saturated market in 2018, which was made that way by start-ups in the sector. This market which at one point showed promising numbers has seen many declines. Not just from the upstarts that are now crowding the market but overall quality due to environmental factors. Factors such as the pandemic and reduced Mergers and Acquisitions. This source shows strong data in the way it is presented but my personal opinion however is that although the data looks strong. The cryptocurrency and similar markets are and will be at a decline. Not just from what this financial analysis clearly shows but in most current news reports.
{Fintech} is a company that deals in capital investment in technology, platforms and related services. One very key point of this financial analysis is on page 16 section 5.2, which discusses the financial forecast. From 2021 showing the growth of 50% through to a predicted 2026 a year that has nowhere near the same type of growth at somewhere around 1% or 2%. A very steep decline that may not just be from no new entrants into the market. The analysis was true in displaying that the market was declining based on over-saturated markets. From what I read there was not much trade activity to offset the poor numbers in the future forecast and it was not just from a lack of no new acquisitions. Does this financial analysis display this? Yes, by showing the erosion of this sector with its financial forecast.
The next section that has important data will be section 6.1 page 17, a page that illustrates the five powers; buying power, supplier power, Degree of rivalry, substitutes, and new entrants. This section is key for being able to describe a strong market evaluating term “the five forces”. I value this financial analysis because of my interest in the financial sectors and my desire to better blend it into my current studies creating a strong connection to finance and marketing.
Dolfen, P., Einav, L., Klenow, P. J., Klopack, B., Levin, J. D., & Levin, L. (2023). Assessing the Gains
from E-Commerce. American Economic Journal: Macroeconomics, 15(1), 342–370.
This peer-reviewed journal is a study that compares the gains of e-commerce against traditional stores. This journal uses pre-recorded data that highlights a ten-year span, covering the years “2007 to 2017”. With a mixture of recorded data the comparison or study uses methods that describe the consumers’ types of purchase from not just the amount of purchase but the date of the transactions. The data is stipulated to see where the traditional stores are located when consumers may have chosen to buy from a online store. This journal entry was publicized in January 2023 making it fairly recent. The types of studies being used within the journal seemed broad there were some variables used to cross reference and check the data. So, the study seems to be comprehensive and yielded results measuring shopper attractiveness to the use of credit or non-credit buys. Which was not the point of the article but had deviations that effected the matter of topic.
Most of the paper seems to have explanations of how or why certain scientific research was used to find results. Highlighting one key section titled “Estimates of variety and quality gains” in connection to consumers’ problem of having to spend across a variety of merchants. In a sense measuring what the consumer feels is a quality buy.
This study solidifies the need of understanding E-commerce and logistics. Should shoppers be prepared to have to travel to reach certain items? The answer can vary which the study shows, but in reality this is another way to speak about a economic term called “opportunity cost”. Which does not make this study useless it only strengthens the need for actual data. Most will agree that the individual item of rarity makes shoppers have a
“unique” feel that is very important in business. So this study is a helpful in understanding the marketing mix
Internet of Things: The IoT market will surpass the $1 trillion mark by 2024. (2022). Marketline
Case Study, ML00026-054. https://advantage-marketline-
com.eu1.proxy.openathens.net/Analysis/details/internet-of-things
This journal article from Marketline describes a internet market. A market that uses e-commerce and says that the “Internet of things” is everyday physical items. Describing in some detail the source of the research done in the article which covers the five market segments of the “internet of things” (IoT). These are automated home, connected car, wearable tech, smart cities, and industrial internet. Which is displayed using a diagram to show how each of these segments are connected to an adjoining component. With a deeper explanation of the articles sections using simple and easy to understand diagrams that are not all represented with complicated formulas. This article displays all of the necessary components to illustrate the given material and was publicated in 2022 on June 14. The display of trends that effect the (IoT) market is a very important section it also displays a diagram that shows how or why (IoT) was effected by the pandemic. Another highlight is the analysis of the industry and that section describes its activities and changes that happened during 2020 or the pandemic.
This is a important journal article for me because it talks about defining itself in a lucrative sector. Having identified needs for itself and identifiers of consumers wants. This journal article has created a knowledge area for a market that has been in existence. By redefining the term as “internet of things” instead of having no classification for the market sector. By doing this it has segmented and isolated part of industry by focusing on those types of sales or Defined a niche in other words.
Zhang, D., Chen, X. H., Lau, C. K. M., & Cai, Y. (2023). The causal relationship between green
Finance and geopolitical risk: Implications for environmental management. Journal of
Environmental Management, 327, 116949.
This peer-reviewed paper has researched the connections between finance, green energy and “Geopolitical factors”. The paper has evidenced that the correlating issues stemming from differences in Geopolitical views has effected the use of “Green” energy or “renewable” energy. Noting that” Geopolitical risk has a more prolonged impact on the volatility of the green bonds and renewable energy than their return”, which was a highlight. Another highlight that was noted from the peer-reviewed paper was “The return of clean energy is influenced more persistently by geopolitical risk than volatility.” This paper displays charts and graphs and describes the use of scientific research to ascertain the data that is discussed. The paper describes some of the Geopolitical factors that may have made the use of “Green” energy more volatile such as the pandemic and the correlating data from that casual relationship. The author has described the charts within and has references for use of the research methods.
This is an interesting article if you can understand risk and return. Risk being a chance that your bond or stock will not yield sufficient funds or returns. Why is this interesting? Well it is as stated in the journal, political factors have created risk. The concern is not from the loss of money in the venture but from the government. Making the return less valuable at times but not in every case. Why should “renewable” energy be less efficient? Is it the same as “Green energy? This has created volalitality, some may describe it as market risk. But as it stands this was a very hard journal to take in.
I feel this paper shows how or what markets may be changed based on “renewable” energy or “Green” and energy. This paper may also depict some of the effects of “Green” and “Renewable “in relation to finances. Will companies all have strong supportive revenues if and when they choose to invest in “Green” or what I call “Smart” energy? This will at some point become an issue for ISO 14000 standards and CSR. As more organizations look to off load streams of cash into initiatives.