Search Results (221)

This study explores the application of spiking neural networks (SNNs) for click-through rate (CTR) prediction in personalized online advertising systems, introducing a novel hybrid model, the Temporal Rate Spike with Attention Neural Network (TRA–SNN). By leveraging the biological plausibility and energy efficiency of SNNs, combined with attention-based mechanisms, the TRA–SNN model captures temporal dynamics and rate-based patterns to achieve performance comparable to state-of-the-art Artificial Neural Network (ANN)-based models, such as Deep & Cross Network v2 (DCN-V2) and FinalMLP. The models were trained and evaluated on the Avazu and Digix datasets, using standard metrics like AUC-ROC and accuracy. Through rigorous hyperparameter tuning and standardized preprocessing, this study ensures fair comparisons across models, highlighting SNNs’ potential for scalable, sustainable deployment in resource-constrained environments like mobile devices and large-scale ad platforms. This work is the first to apply SNNs to CTR prediction, setting a new benchmark for energy-efficient predictive modeling and opening avenues for future research in hybrid SNN–ANN architectures across domains like finance, healthcare, and autonomous systems. Full article

In the context of accelerating digitalization, this study investigates how electronic commerce performance is influenced by Web 2.0 instruments in the 27 EU member states. Analyzing literature reviews and performing our own bibliometric review, we identified a gap related to the measurable economic results of e-commerce. The scope of this study was to analyze the relationship between Web 2.0 tools and the level of turnover generated by e-commerce, applying robust econometric models based on panel data regression with random effects and fixed effects (Arellano–Bond). The results highlight that the online paid advertisement and social media usage variables have significant, positive effects on e-commerce performance, confirming the first and second hypotheses. “Use the enterprise’s blog or microblogs” and “use of multimedia content sharing websites” do not influence enterprises’ total turnover from e-commerce sales to a valid and statistically significant extent. Thus, the third and fourth hypotheses are not confirmed by the results of the research conducted, possibly due to limited innovation and platform ownership in Europe. This study makes a notable empirical and methodological contribution, embedding digital sustainability in the analysis, which implies that the findings can be used for updating e-commerce policies. Full article

This paper addresses the challenges of multicasting in Mobile Ad Hoc Networks (MANETs), where communication relies exclusively on direct interactions between mobile nodes without the support of fixed infrastructure. In such networks, efficient information dissemination is critical, particularly in scenarios where an event detected by one node must be reliably communicated to a designated subset of nodes. The highly dynamic nature of MANET, characterized by frequent topology changes and unpredictable connectivity, poses significant challenges to stable and efficient multicasting. To address these issues, we adopt a Publish/Subscribe (Pub/Sub) model that utilizes brokers as intermediaries for information dissemination. However, ensuring the robustness of broker-based multicasting in a highly mobile environment requires novel strategies to mitigate the effects of frequent disconnections and mobility-induced disruptions. To this end, we propose a framework based on three key principles: (1) leveraging the Disruption-Tolerant Networking Implementations of the Bundle Protocol 7 (DTN7) at the network layer to sustain message delivery even in the presence of intermittent connectivity and high node mobility; (2) dynamically generating broker replicas to ensure that broker functionality persists despite sudden node failures or disconnections; and (3) enabling brokers and their replicas to periodically broadcast advertisement packets to maintain communication paths and facilitate efficient data forwarding, drawing inspiration from Named Data Networking (NDN) techniques. To evaluate the effectiveness of our approach, we conduct extensive simulations using ns-3, examining its impact on message delivery reliability, latency, and overall network throughput. The results demonstrate that our method significantly reduces message delivery delays while improving delivery rates, particularly in high-mobility scenarios. Additionally, the integration of DTN7 at the bundle layer proves effective in mitigating performance degradation in environments where nodes frequently change their positions. Our findings highlight the potential of our approach in enhancing the resilience and efficiency of broker-assisted multicasting in MANET, making it a promising solution for real-world applications such as disaster response, military operations, and decentralized IoT networks. Full article

Green advertising messages often face challenges of abstraction and outcome ambiguity. To address this, we apply the framing effect theory to explore how concrete versus abstract expressions in green advertising interact with consumer perceptions. Drawing on the Stereotype Content Model (SCM), we propose a congruence framework: concrete messages align with competence appeals, while abstract messages align with warmth appeals. Through two experiments, we demonstrate that such congruence significantly enhances green purchase intention. Experiment 1 establishes the interaction effect between message framing (concrete vs. abstract) and appeal type (competence vs. warmth), revealing that concrete–competence and abstract–warmth pairings outperform mismatched conditions. Experiment 2 further validates advertising attitudes as a mediator and product involvement as a moderator, clarifying boundary conditions. These findings advance the theoretical understanding of framing effects in sustainability communication and offer actionable strategies for marketers: aligning message specificity (concrete/abstract) with appeal dimensions (competence/warmth) can amplify consumer engagement, particularly when tailored to product contexts. Full article

Although the benefits of regular physical activity are widely recognized, many university students fail to sustain consistent exercise behaviors. This phenomenon may be attributed to cognitive and motivational barriers, particularly perceptions of goal attainability and attribution styles, which are believed to significantly influence students’ health beliefs and intentions to engage in physical activity. This research aimed to examine the independent and combined effects of goal attainability and attribution style on Chinese university students’ health beliefs and willingness to exercise. The study also investigated how shifts in attribution style may influence these outcomes under different levels of goal attainability. Two between-subjects experiments were conducted. In Experiment 1 (N = 146), a 2 (goal attainability: high vs. low) × 2 (attribution style: internal vs. external) design was used. Participants were exposed to tailored exercise advertisements and completed standardized questionnaires measuring health beliefs and exercise intentions. Experiment 2 (N = 130) adopted a 2 (goal attainability: high vs. low) × 2 (attributional shift: external-to-internal vs. internal-to-external) design, utilizing visual priming and short video interventions to manipulate attributional orientation. In Experiment 1, both high goal attainability and internal attribution independently enhanced participants’ health beliefs and exercise willingness. A significant interaction effect was observed only for exercise willingness, with the highest intentions found in the high attainability × internal attribution group. In Experiment 2, shifting attribution from external to internal significantly increased both health beliefs and exercise willingness, while shifting from internal to external resulted in substantial decreases. An interaction effect was again found only for exercise willingness, suggesting that the effectiveness of attributional shift depended on goal attainability. By integrating the Health Belief Model with Attribution Theory, this study offers a deeper understanding of how cognitive and motivational factors influence exercise behavior, and provides a theoretical foundation for developing adaptive interventions. Full article

This research aims to investigate, using the C-A-B theory, the buying decision-making processes of Gen Z consumers in the United States when exposed to fast fashion brand advertising messages including greenwashing elements. Responses of 345 valid participants from the Amazon Mturk platform were analyzed through Mplus 8.11 and SPSS 29. Two-step, structural equation modeling was implemented to test the hypothesis. Additionally, 5000 bootstrapping iterations were used to examine the indirect effects. Study findings indicated that Gen Z consumers responded positively and negatively to fast fashion brands’ product promotional messages. Despite feeling skeptical and betrayed over the greenwashing assertion, they intend to purchase the goods. A contributing factor to this unforeseen purchasing intention may be their indifference towards environmental concerns. Moreover, when greenwashing assertions are infused with product advantages through strategic ingenuity and aligned with the specific demands of certain generations, the perception of positive emotional reaction supersedes the negative, hence facilitating the purchase of the green product. Furthermore, there is evidence of optimism biases, a cognitive bias where they exaggerate their capacity to identify instances of greenwashing, prioritize more on their certain needs, and underestimate the associated environmental risk for others. This clarifies the paradoxical buying patterns of Gen Z consumers. Although Gen Z is the youngest demographic, their tastes for fast fashion apparel may alter as they develop and their lifestyles adapt, influenced by both positive and negative emotional reactions to fast fashion brands. Consequently, the fast fashion business must retain this customer by utilizing sustainability messaging instead of misleading greenwashing assertions in the future. Full article

This study explores the potential of using eye-tracking technology as a marketing tool to enhance domestic tourism. By examining the visual preferences of users, this research aims to improve the informational resources and visual components of advertising campaigns for tourism destinations. An experiment was conducted to determine which of three image categories—architecture (Ia), nature (In), and people (Ip)—captures more user attention. Participants’ eye movements were tracked to collect data on fixation time, first glance, and the order of image exploration. The findings indicate that images of people (Ip) attract more attention than images of architecture or nature, irrespective of pose, angle, or clothing. Within the Ip category, dynamic images of people in authentic clothing (Ip3–Ip5) held viewers’ attention longer, averaging 3.3 s compared to 1.3 s for static portrait photos (Ip6–Ip8). This study concludes that eye-tracking technology can effectively identify visual elements that interest potential tourists, facilitating the creation of compelling advertising content. This approach can support the development of a cohesive and engaging visual identity for tourism destinations, thereby enhancing marketing strategies and promoting sustainable tourism. Full article

Cause-related marketing is one of the corporate social responsibility strategies that helps build corporate reputation, brand, and image. To understand the influencing factors before purchase actions in cause-related marketing, this study investigates whether consumers’ purchase intention is affected by brand and personal emotions. The “questionnaire survey method” was adopted for data collection, with a total of 379 valid samples retrieved for hypothesis testing. The partial least squares (PLS) analysis tool was used for verification. The results indicate that cause-related marketing activities have a positive impact on brand impression, and brands influence purchase intention. Additionally, emotions play a mediating role between cause-related marketing activities and purchase intention. This research contributes to understanding the relationship between cause-related marketing, brands, and purchase intention. This research also contributes to understanding the corporate comprehension of cause-related marketing strategies and provides reference for sustainable development research. Full article

The limited endowment of initial traffic creates fierce competition among merchants for securing scarce resources in e-commerce platforms. Optimal pricing mechanisms are imperative to maximize transaction volumes and attract sustained traffic support from platforms. This study investigates merchant pricing mechanisms under two advertising strategies—broadband advertising and targeted advertising—by constructing differentiated pricing models that account for consumer preference heterogeneity. The findings reveal that, in most cases where merchants prioritize profit maximization, targeted advertising-driven pricing mechanisms outperform broadband advertising strategies. However, when merchants prioritize early-stage sales volume, broadband advertising proves to be more advantageous. Furthermore, the study shows that merchant pricing strategies evolve over their lifecycle, transitioning from offering lower prices to high-type consumers toward progressively higher prices, thus validating the underlying mechanism of “big data price discrimination” (the phenomenon of “killing loyal customers”). Additionally, this research emphasizes the importance of accurately understanding consumer preferences, as the sensitivity differential between price and advertising responses plays a crucial moderating role. When the sensitivity gap becomes excessively large, the price differential in differentiated pricing mechanisms should be proportionally reduced to maintain effectiveness. In conclusion, by integrating consumer utility, merchant profit, and platform incentives, pricing mechanisms based on targeted advertising exhibit superior capabilities in screening consumer information. When combined with advertising effectiveness and consumer preference heterogeneity, these mechanisms represent a relatively optimal strategy. However, this conclusion holds only when the proportion of high-type consumers in the market is moderate, not excessively low. This study contributes to the literature by providing a comprehensive framework for merchants to select appropriate pricing strategies under varying advertising environments and consumer structures. Full article

With growing awareness of health and sustainability benefits, organic food has surged in popularity, highlighting the critical need for effective communication strategies in product promotion. While extant research extensively examines the effects of textual content in organic food advertising, little attention has been paid to the persuasive power of typeface design on consumers’ responses. Grounded in cue utilization theory and message consistency framework, this study investigates how handwritten typefaces and narrative perspectives influence consumer responses in organic food advertising. Two experiments were conducted. Study 1 (N = 139) shows their positive effects on consumer attitudes and purchase intentions than machine-typed fonts; Study 2 (N = 206) extends these findings by revealing a significant interaction between typeface and narrative perspective, where first-person narratives amplify the positive effects of handwritten fonts. Moreover, a moderated mediation model shows that the influence of handwritten typefaces on consumer responses is sequentially mediated by perceived congruence and perceived sincerity, with the indirect effects being stronger for first-person narratives than third-person ones. The findings advance marketing theory by demonstrating how visual–semantic alignment enhances communication efficacy, especially in organic product contexts. Practically, this study proposes the strategic implementation of handwritten typography combined with the use of first-person narratives for organic food promotion. These insights hold significant implications for fostering organic consumption patterns, potentially driving environmentally conscious agriculture practices and supporting environmental sustainability efforts. Full article

In Taiwan, large advertising billboards on commercial buildings consume significant energy, exacerbating environmental challenges and straining sustainability efforts. This study explores the potential of rooftop solar photovoltaic systems (SPVS) to power these billboards, offering a dual solution for energy reduction and financial viability. Using a fuzzy nonlinear multi-objective programming approach, the research demonstrates that SPVS investments become profitable by the ninth year (0.7232% return), rising to 5.4463% by the twentieth year, while a 26-day reduction in construction time cuts carbon emissions by 223.11 kg. The innovative Revenue–Time–Cost–Quality–Carbon Emissions (RTCQCE) framework balances economic gains with environmental benefits, leveraging advertising revenue to fund SPVS. This model bridges a research gap by integrating financial and ecological factors, providing a practical tool for sustainable urban development in Taiwan. Full article

This paper aims to analyze the influence of digital marketing in Kosovo’s tourism industry from three key perspectives: consumers, businesses, and industry experts (IEs). The research explores how digital marketing influences the identification of tourist destinations, the promotion of tourism businesses, and sustainable tourism development. The study used semi-structured interviews to collect primary data from twenty-five participants, selected through non-probability and purposive heterogeneous sampling techniques. The data were analyzed qualitatively using a thematic analysis approach, encompassing a multi-step coding process involving data categorization, reduction, and display techniques. The findings reveal that digital marketing significantly impacts Kosovo’s tourism industry. A qualitative analysis of the interviews confirms that digital media is crucial for consumers in identifying tourist destinations. Tourism businesses utilize digital marketing channels to advertise destinations, while IEs recognize digital marketing’s pivotal role in fostering tourism sustainable growth. This study sheds light on how digital marketing not only supports the promotion and identification of tourist destinations but also contributes to long-term tourism development. The study offers practical implications, providing valuable insights for tourists seeking destination information, for businesses in enhancing digital engagement with tourists, and for policymakers aiming to develop targeted, sustainable tourism strategies that leverage digital marketing trends. Full article

Objectives: This longitudinal study measured changes in adherence to sustainable healthy diets in 698 Chilean children (aged 3–6 years at baseline) over the period that Chile’s Food Labelling and Advertising Law was implemented. Methods: Dietary data were collected annually from 2016 to 2019 applying single multiple-pass 24 h dietary recalls to children’s primary caretakers. The Planetary Health Diet Index for Children and Adolescents (PHDI-C) was used to quantify adherence to sustainable healthy diets where higher scores indicate better adherence. Linear mixed models were fitted to estimate the change in PHDI-C total and individual component scores from 2016 to 2019. Results: Mean total PHDI-C score decreased from 50.1 points in 2016 to 46.3 and 46.1 in 2018 and 2019, respectively (p-value < 0.001), suggesting that children’s overall adherence to sustainable healthy diets was low and decreased over time. Intake of legumes, fruits, dark green vegetables, red and orange vegetables, and vegetable oils decreased, while intake of palm oil, red meats, and animal fats increased, resulting in small but significant declines in eight PHDI-C component scores. Whole cereal intake increased, while the consumption of dairy products and added sugars decreased, resulting in improvements in three PHDI-C component scores. Conclusions: Aside from the decrease in added sugar intake, all dietary changes observed in this study were consistent with trends described among children transitioning from pre-school age to school age. The Law might have contributed to reducing children’s added sugar intake, but further research is required to establish causality. Full article

Social sustainability, particularly in the form of inclusive cities, is high on the global agenda. One local manifestation working towards these goals in Qatar is Qatar Foundation for Education, Science, and Community Development’s Education City: a large campus with multiple schools, universities, communities, and cultural institutions, as well as home to one of the major stadiums of the FIFA World Cup Qatar 2022 tournament, hitherto the most accessible World Cup in history. This study is based on a survey that explores the experiences of people with and without disabilities in their interactions with Education City’s infrastructure, facilities, and services, as well as the legacy of hosting FIFA. It found that people’s experiences of social inclusion and belonging were positive given the multiple inclusive programs hosted by Education City and that hosting FIFA accelerated this shift. Yet, there is still significant room for improvement in the availability and quality of facilities, services with trained staff, clear communication, and advertisement and raising awareness of institutionalizing policies that reduce discrimination and stigma. Designing disability-inclusive cities is a complex grand societal challenge that requires intentional integration and constant monitoring and evaluation in an increasingly urbanized world. This is one of the first studies on Qatar and post-tournament legacy after a World Cup that prioritized accessibility. Full article

In the evolving landscape of fandom economics, fan-driven crowdfunding has emerged as a powerful force, transforming audiences from passive consumers into active participants in celebrity branding. This study examines the roles of trust, loyalty, and perceived value in shaping crowdfunding participation within Chinese Weibo K-pop communities, where fans collectively finance large-scale public advertisements for their idols. Using structural equation modeling (SEM) on survey data from 260 participants, our findings reveal that trust and loyalty within fan communities significantly enhance engagement in crowdfunding activities, reinforcing perceived idol value and financial commitment to promotional campaigns. These insights position fan crowdfunding as a key driver of digital-era consumer culture, illustrating its impact on idol branding, online community dynamics, and the monetization of fandom engagement. By bridging fandom studies, digital marketing, and behavioral economics, this research provides theoretical advancements and practical strategies for entertainment agencies and celebrity managers seeking to harness the economic power of fan-driven marketing. As fandoms continue to reshape traditional advertising models, understanding the mechanisms behind community-based crowdfunding offers new avenues for brand engagement, audience monetization, and sustainable fan participation in the global entertainment industry. Full article