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The Travel Trend in The Age of TikTok: How Older Chinese Tourists Choose Their Travel Destination – an Empirical Study Using the UTAUT2 Model
Full text linkThis study explores the influence of the short video platform TikTok on the travel decision-making process of older Chinese tourists, particularly in destination selection. With the widespread popularity of social media and short video content, the older population has gradually become an important segment in the tourism market. Grounded in the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), this study investigates the extent to which TikTok shapes and facilitates travel decisions among this population. Through a questionnaire survey and structural equation modeling analysis, the results show that TikTok's performance expectancy, effort expectancy, and hedonic motivation significantly affect the travel decisions of older tourists. At the same time, older tourists are influenced by social influence and habit. However, the study also reveals that facilitating convenience has no significant impact on the behavioral intentions of older tourists, indicating that for older tourists accustomed to using technology, facilitating convenience are not decisive factors. This study enriches the application of short video platforms in the travel decision-making of the older, especially the marketing potential of the emerging TikTok platform. The findings provide practical guidance for tourism marketers to better utilize short video platforms to attract older tourists and influence their travel decisions
A Semiotic Analysis of Marketing Communication in Advertising Film: The Case of Riri Riza’s Work for OPPO Indonesia
Full text linkThis research examines the advertising film produced for OPPO Indonesia's marketing communication, focusing on the OPPO Find X3 Pro 5G smartphone. The study aims to explore the relationship between semiotic signs, their meanings, and the success of OPPO's marketing strategies. Using Roland Barthes' semiotic analysis, the research analyzes denotative, connotative, and myth-ideology signs represented in the advertising film. The findings reveal denotative signs such as the pillow, a photo of a depressed woman, the gate (ivory arch), a red kebaya (traditional women's dress), a washing machine, a blue wall, a man at the south gate, and a painting of a woman. These signs reflect the role and position of women in the domestic sphere of Javanese households. The gate, specifically the plengkung gading (ivory arch), is legitimized as the back gate of the Ngayogyakarta (Jogjakarta) palace. Connotatively, these signs represent the struggles and inner turmoil of Javanese women as they navigate their roles in domestic spaces and seek freedom in the public sphere. This includes their opportunities to reinterpret leadership within the social structure of Javanese society. The director's strategy, combined with OPPO Indonesia's marketing efforts, successfully reinterprets the role of Javanese women in both the social system and marketing objectives, particularly targeting women as a homogeneous audience. This is achieved by dismantling the myth of women as dependent individuals within their cultural and environmental contexts
Reviewer Acknowledgements for Applied Economics and Finance, Vol. 12, No. 1
No full textApplied Economics and Finance (AEF) would like to acknowledge the following reviewers for their assistance with peer review of manuscripts for this issue. Many authors, regardless of whether AEF publishes their work, appreciate the helpful feedback provided by the reviewers. Their comments and suggestions were of great help to the authors in improving the quality of their papers. Each of the reviewers listed below returned at least one review for this issue.Reviewers for Volume 12, Number 1 Ali Darub Al-Hiyali, University of Anbar, IraqFahri ÖZSUNGUR, Adana Science and Technology University, TurkeyGetamesay Bekele Meshesha, Ethiopian Civil Service University, EthiopiaKeffala Mohamed Rochdi, University of Manouba, TunisiaKenneth Ozoemenam, University of Nigeria, NigeriaLiao Zhu, Cornell University, USAMarco Muscettola, Independent Researcher-Credit Risk Manager, ItalyMohammad Farajnezhad, Inti International University, MalaysiaRajeev Rana, APB Govt. P.G. College, IndiaRamona Orastean, Lucian Blaga University of Sibiu, RomaniaShaoshu LI, Cornell University, USAY. Saidi, M’sila University, Algeria Nikki GibbsEditorial AssistantOn behalf of,The Editorial Board of Applied Economics and FinanceRedfame Publishing9450 SW Gemini Dr. #99416Beaverton, OR 97008, USAURL: http://aef.redfame.co
The Hidden Cost of Warmth: Examining the Compensation Effect in a Cluttered Advertising Context
Full text linkThis study investigates the negative consequences of warmth appeal in advertising, particularly in competitive cluttered contexts where consumers encounter multiple advertisements with varying warmth levels. Drawing upon the Stereotype Content Model (SCM), which suggests an inverse relationship between perceptions of warmth and competence, the study explores the "compensation effect", where increased perceptions of warmth lead to reduced perceptions of competence. Specifically, this study explores how advertisement exposure conditions (single advertisement vs. competitive clutter) with varying warmth levels affect consumer perceptions and purchase intention. The findings reveal that advertisements with high warmth appeal, when presented alongside advertisements with low warmth appeal, result in lower purchase intention owing to reduced perceptions of brand competence. Additionally, consumers’ self-monitoring was found to moderate these effects, with high self-monitoring exhibiting more pronounced negative reactions in a cluttered advertising context. These findings highlight the importance of strategically using warmth appeal, especially in competitive settings, and considering individual differences in consumer behavior, such as self-monitoring. This study offers valuable insights for advertisers and marketers to optimize warmth-based strategies in cluttered advertising environments
Towards Examining the Effects of Cultural and Contextual Factors on Ethical Signaling in Digital Public Relations (PR)
Full text linkThe transition of Public Relations (PR) practices from conventional to digital resources can be observed. Despite these platforms catering to the primary needs of Communication, they also necessitate a need for ethical practices to avail maximum benefit from them. This research also focused on the effect of cultural and contextual factors on how ethical behavior is considered in digital public relations practices in Kuwait. Data was gathered from 267 Public Relations (PR) practitioners through Qualitrics.com and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). Results revealed that Cultural Factors significantly affect Digital Signaling in Public Relations Practices, indicating respondents practice communication relying on their perceptions about Public Relations (PR) practices, privacy disclosure, and the guidelines provided by their organizations. Further, the effect of Contextual Factors also remained significant, showing the impact of organizational social media policy, guidelines, and training on the Public Relations (PR) practices among them. Besides, ethical approaches regarding socially responsible behavior, client-centred approaches, and organizational monitoring of PR practices also remained prominent. It is concluded that digital signaling holds a growing significance in Public Relations practices. It is important to skillfully navigate the factors affecting these practices to uphold ethical standards and ensure meaningful engagement with stakeholders. Hence, skillfully cultivating cultural and contextual facets remains crucial for sustaining ethics and driving effective stakeholder involvement as the digital sphere evolves within contemporary Public Relations
The Risks and Opportunities of Use of Social Media: Youth Perceptions
Full text linkThe use of social media is increasing day by day in Georgia. Although Facebook has millions of users, the sites TikTok and Instagram are particularly popular with young people. Because their audience is mostly young, this study aims to explore the attitudes of young people, what are the risks and opportunities related to using social media platforms. This study was carried out in 2 stages. At the first step qualitative approach for preliminary research – focus groups and in-depth interviews methods were used and at the second stage online survey Google forms e-questionnaire was used. This paper analyzes young peoples’ perceptions toward social media usage
Impact of Digital Inclusive Finance on common prosperity in China’s Social Media Era
Full text linkAchieving common prosperity (CP) is a pivotal goal in China’s modernization, particularly as social media increasingly shapes public awareness and policy discourse. In China’s social media era, digital inclusive finance (DIF) has emerged as a key financial model impacting this goal. This study, drawing on data from Guangdong Province from 2011 to 2021 as an example, uses the entropy method to calculate the CP index and assesses the impact of DIF on it. Results indicate significant regional variations in CP levels and highlight the positive effects of DIF on it in Guangdong. The theoretical contribution of this study lies in understanding how financial inclusion interacts with social equity. In practical significance, the findings may provide some suggestions and decision-making basis for policy makers, promoting the coverage of DIF and driving sustainable socio-economic development
An Exploration of Instructional Leadership and Distributed Leadership on Teacher Self-Efficacy and Job Satisfaction Towards School Improvement in an American Curriculum School in Dubai
Full text linkMany teachers do not find teaching to be a desirable profession due to various reasons such as low salaries, an overwhelming workload, lack of resources, cooperation between teachers and educational leaders, little prospects for professional growth, and insufficient gratitude for their efforts. The research paper has a dual interest; first, to investigate whether there is a relationship between instructional leadership, distributed leadership and teachers’ self-efficacy and job satisfaction. Second, whether there is a correlation between instructional leadership, distributed leadership, and a supportive school culture and teachers’ collaboration in an American school in Dubai. The study employed a mixed methods design, including two surveys (one for teachers and one for educational leaders) and semi-structured interviews with educational leaders to address the research questions. The study’s key findings suggest that teacher self-efficacy and job satisfaction are positively linked to instructional and distributed leadership. Also, the study indicates that instructional and distributed leadership have a positive association with supportive school culture and teacher collaboration. The study may inform about the importance of creating a supportive school culture and promoting teachers’ collaboration to produce better results. The study has some limitations; one of the limitations is the lack of sample size due to the time constraints that I faced; hence, this research may not represent the entire population. Future research should examine multiple schools in the United Arab Emirates to obtain accurate findings and ensure that the results are representative of the population
Preservice Teachers’ Readiness for Integrating AI in Elementary Classrooms
Full text linkThis study investigates the readiness of elementary education preservice teachers to integrate Artificial Intelligence (AI) into classroom practices, focusing on their attitudes, perceptions, and the challenges they face. Using survey data, the research examines participants' familiarity with AI, beliefs about its educational impact, and views on the evolving role of teachers in AI-enhanced learning environments. Findings indicate generally positive attitudes toward AI adoption, with participants recognizing its potential to improve teaching and learning. However, concerns about limited resources and professional support highlight barriers to effective AI integration. These results underscore the need for teacher education programs to address preservice teachers' concerns and build their confidence in using AI, ultimately shaping future educators prepared for an AI-driven educational landscape
A Comparative Study of Student Achievement Between Four-Day School Week and Five-day School Week in Montana
Full text linkThe ability for school districts in Montana to move to a four-day school week (4dsw) schedule began following the 2005 legislative session when the annual attendance requirement was changed from 180 days to 1080 hours. While movement to the four-day week was slow at first, since that time, as of 2023, 141 school districts in Montana were utilizing the 4dsw schedule. This comprehensive study of student achievement in the 4dsw schedule as compared to the five-day school week (5dsw) schedule involved a census of all Montana student achievement data from 2008-2023. The results indicated that student achievement suffered in the 4dsw schedule