Научный журнал «Вестник науки и образования»
Kalinina E.E.
Kalinina Elena Evgenievna– independent researcher,
MOSCOW
Abstract: Marketing effectiveness research has historically privileged the campaign as the primary unit of analysis, resulting in measurement practices that are tactical, channel-bound, and oriented toward short-term performance metrics. Yet evidence from market dynamics research demonstrates that many markets display long-run equilibrium properties in relative competitive positions even as absolute sales and marketing expenditures evolve, suggesting that campaign-level perturbations may be transient and that durable competitive advantage depends on system-level capabilities (Dekimpe & Hanssens, 1995). This article advances a systems perspective on marketing effectiveness that reframes measurement as an ongoing governance problem encompassing data architecture, model validation, experimental calibration, and adaptive decision rules rather than as episodic evaluation of isolated initiatives. The synthesis
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- Категория: 08.00.00 ЭКОНОМИЧЕСКИЕ НАУКИ
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Khakimova A.I., Wang J.Y.
Khakimova Alfina Ildusovna – undegraduate,
MANAGEMENT DEPARTMENT,
Wang Ju Ying – PhD in Management, Associate Professor
OCEAN UNIVERSITY OF CHINA,
QINGDAO, CHINA
Abstract: this article systematically analyzes how anthropomorphic traits, professionalism, hedonic appeal, and empathic responsiveness of AI hosts in live streams shape purchase intention. Using a dual-channel trust-value model, it is found that emotional trust and cognitive value simultaneously mediate the influence of each dimension of virtual streamer characteristics on purchase decisions. The study integrates theories such as the Technology Acceptance Model, the Theory of Planned Behavior, Social Presence Theory, the Elaboration Likelihood Model, and the S-O-R model, employing a three-stage design (literature review, model building, and PLS-SEM experiment) and demonstrates that customer engagement, the number of products in the stream, and skill in using smart tools
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- Категория: 08.00.00 ЭКОНОМИЧЕСКИЕ НАУКИ
- Просмотров: 289
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