Search results for " marketing"

showing 10 items of 1527 documents

Celebrity endorsements and congratulatory messages: Jordan v. Jewel Food Stores: A case of right to publicity versus commercial speech

2016

Product endorsements by athletes are common brand-building tactics. The brand receives additional consumer attention and goodwill created by the athlete. The athlete receives compensation that may exceed their player salary. However, local sport heroes create community pride for their accomplishments. Fans show their pride by congratulating the sport star. Is a local, non-endorsing company allowed to offer similar congratulations? In 2012, a US appellate court was asked to decide a case where Michael Jordan claimed that a Chicago grocery store chain's congratulatory message violated his right to publicity. Through an analysis of this legal case, this paper will discuss the following issues:…

image advertisingsport marketingright to publicitycommercial speechlegal
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Accuracy of Computer-Aided Dynamic Navigation Compared to Computer-Aided Static Navigation for Dental Implant Placement: An In Vitro Study

2019

Aim: To analyze the accuracy capability of two computer-aided navigation procedures for dental implant placement. Materials and Methods: A total of 40 dental implants were selected, which were randomly distributed into two study groups, namely, group A, consisting of those implants that were placed using a computer-aided static navigation system (n = 20) (guided implant (GI)) and group B, consisting of those implants that were placed using a computer-aided dynamic navigation system (n = 20) (navigation implant (NI)). The placement of the implants from group A was performed using surgical templates that were designed using 3D implant-planning software based on preoperative cone-beam computed…

image-guided surgerymedicine.medical_treatmentArticle03 medical and health sciences0302 clinical medicineSoftware0502 economics and businessimplantologymedicineHardware_INTEGRATEDCIRCUITSComputerSystemsOrganization_SPECIAL-PURPOSEANDAPPLICATION-BASEDSYSTEMSDental implantOrthodonticsComputer-assisted surgeryreal-time trackingbusiness.industry05 social sciencesNavigation system030206 dentistryGeneral Medicinecomputer-assisted surgeryImage-guided surgeryCoronal planeComputer-aidednavigation system050211 marketingImplantbusinessJournal of Clinical Medicine
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Possibilities of using chatbots in digital marketing strategy of Latvian companies

2021

: Companies are willing to retain the gained consumers' attention, and the ways to achieve it include, for example, improving consumers' experience and increasing their engagement. In a competitive environment, the companies need to think about how to effectively develop a digital marketing strategy that meets the requirements of a digital consumer. A chatbot is a computer program that can be created with artificial intelligence and gives organizations the opportunity to create new points of contact with the audience, keep their attention, and promote sales. The objective of the research is to study the possibilities of using chatbots in digital marketing strategy of Latvian companies. In o…

improvement of digital marketing strategydigital marketing strategydigital marketingchatbots:SOCIAL SCIENCES [Research Subject Categories]
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Building composite indicators in tourism studies: Measurements and applications in tourism destination competitiveness

2017

Abstract Composite indicators are useful tools to synthesize and monitor multidimensional phenomena. The aim of this paper is twofold: to offer the methodological foundations to build composite indicators in tourism and to evaluate a set of currently available composite indicators. Tourism destination competitiveness indicators constitute the object of this contribution. Their definitions, concepts and measures are analyzed and their evaluation is performed through the application of an original protocol. The results highlight that several methodological issues still surround the measurement of destinations competitiveness indicators. This paper provides tourism scholars and practitioners w…

indexProtocol (science)tourism competitiveneIndex (economics)Process managementComputer scienceStrategy and Management05 social sciencesTransportationDevelopmentDestinationsTourism Leisure and Hospitality Management0502 economics and business050211 marketingSettore SECS-S/05 - Statistica SocialeMarketingSettore SECS-P/08 - Economia E Gestione Delle ImpreseSynthetic indicator050212 sport leisure & tourismTourismstatistical guidelineTourism Management
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The Analysis of the Digital Economy and Society Index in the EU

2019

Abstract The paper analyzes the Digital Economy and Society Index (DESI), which characterizes the development of digital economy. Based on the data of 28 European countries for 2013–2018, using the panel regression, we studied the influence of the consumption index growth by the purchasing power parity and unemployment among the active population on the structural units of DESI. It is shown that a 1% increase in the consumption index results in about 0.2 increase in the DESI, and an increase in unemployment by 1% leads to about 0.2 DESI decline. It is also shown that the 98% value of DESI is actually determined by its previous trends, and therefore it is impossible to increase this index ra…

indexunemploymentHistoryIndex (economics)Sociology and Political Sciencemedia_common.quotation_subjectPopulation0502 economics and business050602 political science & public administrationconsumptionDigital economyeducationPolitical sciencemedia_commonConsumption (economics)desieducation.field_of_study05 social sciencespanel regressionJZ2-6530J0506 political sciencePurchasing power parityPolitical Science and International RelationsUnemploymentValue (economics)050211 marketingDemographic economicsInternational relationsPanel dataBaltic Journal of European Studies
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Efectos de las consultas boca a boca en redes sociales en la compra de cosméticos en Ecuador.

2022

Las redes sociales han reestructurado el paradigma de la comunicación en el marketing. Investigaciones recientes demuestran que la conducta de consultar reseñas está adquiriendo un rol fundamental en la decisión de compra de los consumidores. En este contexto, el presente estudio desarrolló un marco de investigación para determinar la cadena de relación entre influencia social, credibilidad percibida del boca a boca, adopción del boca a boca e intención de compra aplicada a la industria cosmética del Ecuador. A través de una muestra de 406 consumidores y la aplicación del método de análisis de ecuaciones estructurales, los resultados evidencian el vínculo existente entre las variables plant…

influencia socialadopción del eWOMStrategy and ManagementConsumidoresPublicidad boca a boca//vocabularies.unesco.org/thesaurus/concept1545 [http]IntentionCosmeticsMercadeo en Internet//id.loc.gov/authorities/subjects/sh85067189 [http]Social mediaSocial influencePreferencias de los consumidoresWord-of-mouth advertising//id.loc.gov/authorities/subjects/sh91001924 [http]AdvertisingManagement of Technology and InnovationConsumidor//vocabularies.unesco.org/thesaurus/concept5657 [http]Influencia socialMarketingCosmeticosintención de compraM31 MarketingConsumer behaviourCredibilidad percibida del eWOMComercio electrónico//id.loc.gov/authorities/subjects/sh85033139 [http]eWOM en redes socialesAdopción del eWOMIntenciónIntención de compraPersuasion (Psychology)//id.loc.gov/authorities/subjects/sh96008434 [http]Internet marketingRelaciones socialesInternet personalitiesEconomics and EconometricsPersuasión (Psicología)Medios socialesElectronic commerceComportamiento del consumidorOnline social networks in businessPublicidad//vocabularies.unesco.org/thesaurus/concept6377 [http]//vocabularies.unesco.org/thesaurus/concept1532 [http]ShoppingRedes de informaciónMercadeo//id.loc.gov/authorities/subjects/sh87006429 [http]Information networksComercializaciónBusiness and International ManagementCompraCompras//id.loc.gov/authorities/subjects/sh85100175 [http]Redes sociales en línea en los negociosCosméticos//id.loc.gov/authorities/subjects/sh85121778 [http]//id.loc.gov/authorities/subjects/sh2015001935 [http]//vocabularies.unesco.org/thesaurus/concept12431 [http]UNESCO::CIENCIAS ECONÓMICAS//id.loc.gov/authorities/subjects/sh95005028 [http]//vocabularies.unesco.org/thesaurus/concept17089 [http]Consumer behavior//id.loc.gov/authorities/subjects/sh2015001634 [http]Purchasingcredibilidad percibida del eWOMConsumers' preferences//id.loc.gov/authorities/subjects/sh85031496 [http]Social relationshipsConsumersInfluenciadoresFinance//id.loc.gov/authorities/subjects/sh94006574 [http]
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L’innovation-valeur comme dynamique stratégique. Le cas du Pentathlon Moderne

2018

Cette recherche s’intéresse à l’existence d’une dynamique d’innovations stratégiques. Elle est étudiée au travers de l’innovation-valeur (Kim et Mauborgne, 2005) dans le cas de la fédération internationale de pentathlon moderne (UIPM). Cette instance doit innover pour assurer sa survie face à ses principales parties prenantes, le Comité International Olympique (CIO) et ses clients, les pratiquants. L’étude de cas permettra de tester l’existence d’une dynamique d’innovations stratégiques.

innovación-valorSocial Sciences and HumanitiesPentathlon moderne05 social sciencesModern PentathlonInnovation-valueGeneral MedicineStrategic Innovationinnovación estratégica0502 economics and businessSciences Humaines et Sociales050211 marketingInnovation stratégiquePentatlón moderno050203 business & managementInnovation-valeurManagement international
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New Challenges of Economic and Business Development – 2017: Digital Economy : Abstracts of Reports (9th International Scientific Conference; May 18-2…

2017

innovationscohesionhuman developmentcontemporary managementbusiness innovationsfinance:SOCIAL SCIENCES::Business and economics [Research Subject Categories]digital marketingmodelling economics and businessregional developmentbanking and accountingdigital economyglobal economy
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New Challenges of Economic and Business Development – 2017: Digital Economy : PROCEEDINGS ( (9th International Scientific Conference; 18-20/05/2017, …

2017

innovationscohesionhuman developmentcontemporary managementfinance:SOCIAL SCIENCES::Business and economics [Research Subject Categories]digital marketingmodelling economics and businessregional developmentbanking and accountingdigital economyglobal economy
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Institutional logics and social enterprises: Entry mode choices of foreign hospitals in China

2020

When social enterprises, being defined by their social mission and profitability, internationalize, they need to\ud respond to institutional logics in the host country. By juxtaposing institutional logic and entry mode choice\ud literature, this paper shows how social enterprises accommodate different institutional logics when they enter\ud foreign markets. We collected data on Chinese healthcare reform, governmental policies and their changes, and\ud conducted 36 in-depth interviews and three expert group meetings. By analyzing five non-Chinese hospitals\ud entering China, we show how social enterprises, as hybrid organizations, respond to governmental, commercial,\ud and social institutio…

institutional logichybrid organizationMarketingChinabusiness.industryentry mode05 social sciencesSocial missionMode (statistics)social enterpriseExpert groupInstitutional logicMarket economy0502 economics and businessHealth care050211 marketingProfitability indexBusinessBusiness and International ManagementMode choiceChinaforeign hospital050203 business & managementFinanceJournal of World Business
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