Covid-19 pandemic has significantly affected online advertising market. The pandemic has changed customers’ shopping behavior by decreasing customer traffic in offline businesses but increasing customers’ online activities that has led to growth of online shopping and advertising. While the outbreak of Covid-19 has sparked growth of online advertising in general, its impact on various industries may not be the same, given the differences in product characteristics and consumer behavior across different products and services. This paper aims to address this question by empirically examining how Covid-19 has affected online search advertising market. First, we examine how Covid-19 has affected the behavior of online users and advertisers, the main stakeholders in the search advertising market, in terms of user traffic and clicks and advertiser bids and payments. Second, we examine if the impacts of Covid-19 on behavior of online users and advertisers would be different in various industries.

Sponsored product reviews have emerged as an important tool in influencer marketing. In particular, non-monetary sponsorships, where brands give influencers a product as a gift for a free trial, are widely used in influencer marketing. Yet, there is little understanding of i) the impact of non-monetary sponsorship on consumers’ downstream behaviors, such as social media engagement, ii) the moderating effect of influencer type, and iii) the underlying mechanisms through consumer perceptions of the brand (i.e., brand trust) and product (i.e., perceived product quality). To fill this gap, we first empirically examined the impact of non-monetary sponsorship on customer engagement using an Instagram dataset through regression analyses. In this analysis, the propensity score matching (PSM) method was employed to match non-monetary sponsored posts with other similar posts, which controls unobserved confounding variables and resolves the endogeneity problem. The empirical analysis shows that non-monetary sponsorship increases social media engagement, and the positive impact is stronger when a micro-influencer generates a non-monetary sponsored post. Next, using a lab experiment, we provide evidence for a causal link between non-monetary sponsorship and consumers’ downstream behavior (i.e., social media engagement, purchase intention, and brand attitude) and support the mediation through higher perceived product quality and brand trust. We contribute to the literature on influencer marketing by documenting the positive impact of non-monetary sponsorship on social media engagement, examining the moderating role of influencer type, and providing novel mechanisms underlying the effect of non-monetary sponsorship. The findings also highlight the changes in consumer perception of sponsorship and offer insights into the design of influencer marketing campaigns for marketing practitioners.

In this research, we investigate how sponsored listings on an online search engine influence the consumer’s final decision choices. In an era of digital transformation where companies very often opt for sponsored advertisements, we explore how an anchoring effect (exacerbated by other factors) impacts the evaluation process and final outcome. More specifically, using a mix of secondary data from a large hotel aggregator and experiments, this work empirically validates that sponsored results (i.e., the first paid result) on a search engine results page indeed acts as an anchor. In addition, we find evidence the anchoring effect increases as a) the results are more versus less homogeneous, and b) the screen size of the search device is larger. What’s more, the anchoring effect is largely stable and does not fluctuate based on the category or decision importance. The effect also remains intact whether or not search engine results are randomized through the history of the browser. We also find the anchor influences subsequent evaluations, and options similar to the anchor are more likely to be chosen irrespective of the anchor’s attractiveness despite industry convention that consumers ignore sponsored results (see Henderson 2019) and research indicating consumers routinely select organic over sponsored search results.

Social media influencers are becoming increasingly important to the advertising world. As individuals who use their extensive following to endorse products, create trends and ultimately drive purchase intentions, influencers are often seen as role models, especially as pertains to body image. As such, we conduct experimental research to examine how influencer size (0 vs. 14) affects attractiveness perceptions, perfectionist expectations, and purchase intentions. Drawing on self-determination theory we find that perfectionism toward others is the underlying mechanism for the effects of motivation and size. Societal and managerial implications are discussed.

The rapid development of artificial intelligence technology has accelerated the promotion and application of service robot in the market. Although technology has provided service robot with increasingly autonomous functions, more research is needed on how service robot with different levels of autonomy affects customer satisfaction in the hospitality industry. Guided by affordance theory, the study examines whether service robot operational and decisional autonomy would have effects on customer satisfaction and explored explanatory mechanism. Adopting an experimental vignette method (EVM), the study reveals that direct effect of service robot operational autonomy and indirect effect of decisional autonomy on customer satisfaction, and functional affordance played a positive mediating role in the impact of service robot autonomy on customer satisfaction. This research extends and enriches the relevant literature on human-machine interaction and customer satisfaction research. Further, the study also provides marketing insights for enterprises to improve autonomous robot design and enhance customer relationships.

Social media has emerged as a prevalent tool for businesses in recent years through which brands actively engage in promotions. This development has resulted in several social media trends aimed at garnering increased consumer engagement on various social media platforms that brands utilize routinely. We investigate one such prevalent social media trend: brands sharing memes. Several popular brands, such as Netflix, regularly post memes on social media platforms. Therefore, it is important to study the brands’ use of memes and their resultant impact on consumer behavior.

Crowdfunding is an increasingly popular fundraising tool where project creators solicit capital from potential backers in return for monetary rewards or presales of products/services. Potential backers in crowdfunding are looking for potential cues to reduce uncertainty and predict new venture success when making their capital contributions. To increase their funding success, project creators strategically use project descriptions as a marketing tool to attract potential backers and funding.

In recent years, Metaverse has become one of the most popular buzzwords in digital transformation and marketing. The concept of the metaverse refers to a new paradigm for how we will use and interact with digital technologies within an immersive virtual environment (Dwivedi, et al., 2022).

This research intends to examine whether these types of data – behavioral versus social networking data – affect consumer response to personalized ads. With the advancement in technology, marketers have access to various types of personal data, including their online/offline behaviors and social networking activities, and use those data to retarget consumers. Moreover, this research examines the moderating role of SNS privacy concerns on consumer response to different types of retargeted ads. The findings of this research may offer theoretical and practical implications to understand consumers' responses to retargeted ads that use social networking information.

The hospitality industry is widely using customer data to develop successful personalized marketing communication. However, in the event of information leakage, personalized advertising may escalate customers’ privacy distress. Building on Conservation of Resources theory, this study proposes three dimensions for privacy threats that impact the relationship between personalized hospitality advertising and consumer responses. Findings from six experiments across high and low involvement hospitality products demonstrate diverging effects of personalized advertising depending on the type of privacy threat communicated. Results further indicate that customers’ psychological comfort mediates the relationship between high-personalized advertising and the customer response to the advertising when privacy threat is high. Additionally, when the perceived severity and distance of the announced privacy threat are high and low respectively, rational appeals generate higher levels of psychological comfort, while the same happens for emotional appeals when the perceived scope of the threat is high. The study concludes with value-adding theoretical and managerial implications for the hospitality industry.

This study proposes a conceptual model to investigate consumers' behavioral intention to use m-payment based on social cognitive theory and the value-based adoption model. The model compares the behaviors of two consumer cohorts in Thailand, generation X and Z.

Solar cells based on p-conjugated donor-acceptor (D-A) organic molecular systems are a promising alternative to conventional electrical energy generation. D-A molecular systems, which have a triphenylamine (TPA) moiety linked with a benzothiadiazole (BTD) moiety, open the potential development of new small molecule donors for bulk heterojunction (BHJ) solar cells. Here, a series of donor-acceptor-π-acceptor (D-A-π-A) small molecule donors (SMD) derived from triphenylamine (TPA) donor and benzothiadiazole (BTD) acceptor building blocks, were designed for BHJ organic solar cells. The small molecule donors SMD1-4 were studied using density functional theory (DFT) and time dependent-DFT (TDDFT) methods, to understand the effect of cyano and fluorine group functionalization on their properties. The effect of structure alteration by cyano and fluorine group functionalization on the optoelectronic properties, the calculated highest occupied molecular orbitals (HOMOs) and lowest unoccupied molecular orbitals (LUMOs) and the HOMO-LUMO gaps were theoretically explored. The Voc (open-circuit photovoltage) and fill factor (FF) for SMD1-4 were obtained with a PC71BM acceptor, which showed that these organic small molecules are potential small molecule donors for organic bulk heterojunction solar cells.

Expanding exports of small and medium-sized companies is crucial for the continuous growth of the Korean economy. Therefore, the government operates various support systems to enhance the export capabilities of these companies. This study aims to analyze the impact of the Korean government's flagship export support system, known as the export initiation support system, on the performance of participating domestic companies. A fixed effect model using panel data was applied to examine the characteristics of 11,099 companies that participated in the export initiation support system from 2016 to 2019. The analysis revealed that the number of exporting countries, employees, and previous export volume had a significant impact on the export amount of participating companies. However, contrary to expectations, the number of overseas marketing participation and the GCL (global competence level) test did not show a significant impact. This study is significant as it provides implications for the development of support projects tailored to the specific needs of small and medium-sized companies, with the goal of improving the export support system.

This study investigated the effects of processing three types of texts, namely expository texts, narrative texts, and a combination of both known as twin texts, on incidental vocabulary acquisition and retention in L2 learners. College freshmen (N = 109), who were lower to upper intermediate learners of English, were assigned into a control group and three experimental groups representing different reading conditions. Over a period of seven weeks, the experimental groups engaged in two reading sessions to read their assigned texts accompanied by output tasks and input enhancement. The participants’ receptive and productive vocabulary gains were measured with an immediate posttest and a delayed posttest to assess retention. Results revealed significant impacts of text genres on L2 incidental vocabulary learning and retention. Processing twin texts and expository texts yielded significantly greater vocabulary gains than processing narrative texts alone. These effects might be due to different processing mechanisms required for texts structured in distinct ways. Expository texts are informative and explanatory in nature, providing explicit and contextually rich information for word comprehension and retention.

2020년 6월부터 8월까지 일본 도쿄 남쪽 940 km 해상에 위치한 니시노시마 화산이 분화하였다. 2020년 7월 말 발생한 분화로 인한 화산재와 화산가스 일부가 우리나라에 영향을 주었을 가능성이 있는 것으로 보도되었다. 본 연구에 서는 화산재 확산 수치모의 프로그램인 Ash3D를 이용하여 현지시각 2 02 0년 7월 2 8일 0시에 화산폭발지수 3의 분화가 발생한 것으로 설정하고 수치모의를 실시하였다. 수치모의 결과, 화산재가 니시노시마 인근에서 동풍을 타고 7월 30일 새벽 오키나와에 도달한 이후 남풍을 타고 북상하여 8월 1일 제주도에 상륙하고 시계방향으로 회전하듯이 이동하면서 8월 2일에는 남부지방에 영향을 주는 것으로 나타났다. 실제 측정된 PM10 미세먼지농도는 제주도 고산기상관측소에서 8월 1일부터, 부산 구덕산기상관측소에서는 8월 2일부터 상승한 것으로 나타나 니시노시마 화산 분화가 제주도 및 남 부지방의 미세먼지 수치에 영향을 준 것으로 보인다.

Prior studies focusing on safety behavior have not given sufficient consideration to the potential impact exerted by different leadership styles. Of these various styles, my attention is specifically drawn to the influence of ethical leadership on safety behavior. In this paper, I delve into the influence of ethical leadership on safety behavior, shedding light on both the underlying mechanisms(mediators) and a significant contextual factor(moderator). I probe into the successive mediating roles of employees' trust in the organization and their commitment to it, within the context of the relationship between ethical leadership and safety behavior. Further, I posit that authentic leadership positively adjusts the connection between ethical leadership and organizational trust. My findings underscore that ethical leadership enhances employee safety behavior, facilitated by the chain mediation of trust in the organization and organizational commitment. Moreover, I discover that authentic leadership, as a positive moderator, magnifies the favorable impact of ethical leadership on organizational trust. This paper will also articulate the theoretical implications, practical applications, and limitations of the study.

본 정성적 연구는 네팔 극서부 바주라(Bajura) 지구의 부디 강가 05구역(Budhiganga-05) 중심부에서 유의추출법을 활용했 다. 본 연구에는 다양한 직업, 카스트, 문화, 언어, 식자 수준 및 배경을 가진 다양한 인구가 참여했다. 연구 지역의 총 213명의 가임기 여성 중 30명이 월경 중인 여성으로 밝혀졌다. 연구자 들은 참가자들의 경험에 대한 데이터를 수집하기 위해 설문지, 직접 심층 인터뷰, 관찰, 회의 및 대화를 사용했다. 응답자들이 제공하는 '차우파디 관습(Chhaupadi Pratha)‘에 대한 서술적 설 명은 연구에 크게 기여하여 타당성을 높일 것이다. 정성적 구 성 요소는 차우파디 관습을 겪은 여성들과 지역 사회 지도자, 종교인, 의료 제공자와의 심층 인터뷰로 구성된다. 이 인터뷰는 차우파디 파르타를 뒷받침하는 문화적, 종교적 신념을 탐구하 고 여성에 대한 사회적, 심리적 의미를 탐구한다. 또한 인터뷰 는 근절을 위한 잠재적인 전략을 포함하여 이 관습에 대한 주 요 이해 관계자의 태도와 인식에 대해 조명한다. 본 연구의 결과물을 통해 네팔 여성의 월경 건강에 대한 기 존 지식과 월경 금기 및 성 불평등에 대한 광범위한 담론에 기 여할 것으로 기대된다. 연구 결과는 차우파디 관습을 철폐하고 월경 건강 및 성평등을 촉진하기 위한 상황에 맞는 개입을 개 발하기 위해 정책 입안자, NGO 및 지역 사회 지도자에게 중요 한 통찰력을 제공할 것이다. 궁극적으로 이 연구가 차우파디 와 같은 전통적인 관습의 해로운 영향을 다루면서 네팔 여성의 월경 건강과 웰빙을 위해 보다 포용적이고 지원적인 환경을 조 성하는 데 도움이 되기를 바란다.

This study investigated the impact of 26 EFL college students’ familiarity levels with the visual information of TOEIC listening test items on test scores and test performance procedure. Data collected measured students’ degree of familiarity with the visuals via a pre-test and their listening test scores, and responses to the post-test questionnaire were analyzed. To analyze the data, one-way ANOVA was conducted to locate the interdependency between the students’ familiarity levels with visuals and their test scores. Results found that there was no statistically significant differences in test scores regardless of the students’ levels of familiarity with the visuals. Additionally, the correlations between the familiarity with the visuals and the students’ test scores were low. However, the students experienced difficulties with unfamiliar visuals while taking the test. These findings indicate that, although test-takers’ familiarity with visuals does not predict their listening test scores, there is a need to tailor the visuals when developing listening test-items.