1,720,966 research outputs found
A study on the effectiveness of promotional tools practiced by Mercedes-Benz Malaysia’s merchandising / Muhammad Faizal Samat
Get PDFPromotion is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision. Promotional tools contain five elements which are sales promotion, personal selling, advertising, direct marketing, and public relation. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. The research title “A Study on The Effectiveness of Promotional Tools Practice by Mercedes- Benz Malaysia’s merchandising” had been conducted to obtain the results at Mercedes-Benz Malaysia (MBM). This research has been answered by 92 respondents through questionnaire. Instead of it, the Statistical Package for the Social Science (SPSS) version 14.0 has been used to summarize the data. Based on this research, the result indicates public relation is the elements that contribute most in promotional tools. Besides that, results shows there are significant relationship between all the elements in the promotional tools which include sales promotion, personal selling, advertising, direct marketing and public relation. As a conclusion, the results of the findings that include the analysis of the demographic profile, general information on promotional tools and elements that most contribute in promotional tools. For the recommendation of this study made based on several logical factors and impact of current situation to the promotional tools practiced
Influence of endorser credibility on attitude and purchase intention among social networking sites (SNSs) users
Get PDFAdvertising has always been an important marketing tool for companies to promote their products to potential customers. The rapid evolution of technology has encouraged many companies to shift from traditional advertising medium to the new medium such as the Internet as their advertising channel. In this context, social networking site (SNS) advertising has become one of the most popular online advertising platforms on the Internet due to the large number of users or potential consumers in Malaysia present in the SNS. Marketers have so long devised various advertising strategies in order to penetrate the advertisement clutter and get consumers to notice them. Past studies have proven that using endorser in an advertisement effectively influenced the formation of a positive attitude among consumers and led to purchase intention in traditional medium. However, these studies tend to examine on the effectiveness of endorser on the traditional advertising medium. The focused of these studies was also on the interactivity and effectiveness of the new media as the new medium of advertising. Studies on effectiveness of the endorser and its influence on purchase intention and attitudes on online advertisements is very limited. Hence, this study attempts to address this gap by examining the influence of endorser credibility on attitude and purchase intention among social networking sites (SNSs) users. In addition, it also sought to determine the role of attitude towards SNS advertising and attitude towards the brand as mediator on the relationship between endorser credibility and online purchase intention. The role of gender as moderator was also examined. The theoretical framework of this study has been supported by two different theories which are Endorser Credibility Model and Affect Transfer Hypothesis (ATH). A total of 300 questionnaires were distributed in the Klang Valley, West Malaysia, but only 274 questionnaires were useable for further analysis. The data were analyzed using SPSS version 20.0 (Reliability, Validity, Descriptive, Normality, Multiple Regression, and Hierarchical Regression). Findings showed that a credible endorser leads the consumers to have an online purchase intention. In terms of attitude towards SNS advertising, consumers that perceive the endorser as credible develop a positive attitude towards the brand. In addition it was found that the higher the attitude towards the brand advertised, the higher their intention to purchase online. In terms of demographic factors, in Malaysia, gender does not play a moderating role. It signifies that, the effect of attitude towards brand and online purchase intention is not affected by gender of the online consumers. Men or women have the same interest in online shopping when they like the brand they are exposed to. However, to get a better understanding, further study can be done that covers the rural and urban area as the sample size. This study offered several implications for both academia and industry
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
Determinants Affecting the Acceptance of Cashless Payment Among SMEs in Malaysia: Proposal of A Conceptual Framework
Get PDFThere is little uncertainty regarding the driving forces behind the adoption of cashless payment by Small and Medium Enterprises (SMEs), a trend expected to persist and exert a significant impact on SMEs in Malaysia. Such developments are facilitated by collaborative efforts, trust, and a societal inclination towards practicality. Despite the growing body of scholarly and practical research on cashless payment, existing guidelines for its adoption, implementation, and integration into business strategies in Malaysia lack comprehensive research support. This study seeks to propose a new acceptance framework to explore the utilization of cashless payment solutions among small business owners in Malaysia to maximize the benefits of the sustainability of their businesses. 100 respondents of SMEs from four regions in Peninsular Malaysia were involved in the interview to collect the data. The findings of this study are instrumental in enhancing the understanding of e-payment adoption within the SME payment system landscape and its effects on business performance. Additionally, the proposed conceptual framework can be used for future research to determine the relationship between factors of cashless payment adoption and SME performance
Examining Scale Internal Consistency: An Empirical Exploration of Social Media's Impact on SMEs Performance
Get PDFSmall and Medium Enterprises (SMEs) in Malaysia play a vital role in economic development by creating job opportunities and lowering unemployment rates. Numerous studies have been undertaken to improve business performance, with an emphasis on areas such as finance, SME characteristics, and knowledge management. However, in today's technological context, the importance of social media in business, particularly for Malaysian SMEs, should not be underestimated. As a result, the major goal of this study is to assess the internal consistency of the acquired data, facilitating subsequent systematic analysis. In this study, Cronbach's Alpha is used to validate the customized questionnaire. Data were collected from 141 respondents to investigate the effects of compatibility, cost-effectiveness, interaction, and trust on social media usage, as well as its implications for organizational performance. The questionnaire had 36 items and used a 5-point Likert scale to assess internal consistency. Preliminary reliability analysis revealed strong relationships for all variables, demonstrating the instrument's reliability in improving research quality. Furthermore, the study discovered that social media usage had a significant positive influence on SMEs' non-financial performance, notably in terms of cost saving or cost reduction in marketing, enhanced customer service, better customer interactions, and more convenient access to information. Furthermore, compatibility, trust, cost-effectiveness, and interactivity were identified as the main factors influencing social media adoption among SMEs
- …
