Purpose The purpose of this paper is to determine the auditory-sensory characteristics of the digital pop music that is particularly successful on the YouTube website by measuring young listeners’ brain responses to highly successful pop music noninvasively. Design/methodology/approach The authors conducted a functional near-infrared spectroscopy (fNIRS) experiment with 56 young adults (23 females; mean age 24 years) with normal vision and hearing and no record of neurological disease. The authors calculated total blood flow (TBF) and hemodynamic randomness and examined their relationships with online popularity. Findings The authors found that TBF to the right medial prefrontal cortex increased more when the young adults heard music that presented acoustic stimulation well above previously defined optimal sensory level. The hemodynamic randomness decreased significantly when the participants listened to music that provided near- or above-OSL stimulation. Research limitations/implications Online popularity, recorded as the number of daily hits, was significantly positively related with the TBF and negatively related with hemodynamic randomness. Practical implications These findings suggest that a new media marketing strategy may be required that can provide a sufficient level of sensory stimulation to Millennials in order to increase their engagements in various use cases including entertainment, advertising and retail environments. Social implications Digital technology has so drastically reduced the costs of sharing and disseminating information, including music, that consumers can now easily use digital platforms to access a wide selection of music at minimal cost. The structure of the current music market reflects the decentralized nature of the online distribution network such that artists from all over the world now have equal access to billions of members of the global music audience. Originality/value This study confirms the importance of understanding target customer’s sensory experiences would grow in determining the success of digital contents and marketing.
Marketing scholars have expended much effort in developing quantitative models that forecast box office results, but performance has been below their expectations because of the failure to notice behavioral factors, such as herd behavior. Prior studies also have relied on weekly box office data, not daily data, and thus have failed to provide marketers with sufficient insights necessary for making key decisions. This paper offers a box office forecasting model that overcomes these weaknesses: a generalized Bass model (GBM) that reflects both daily seasonality and herd behavior. The daily box office data of 40 movies released in Korea are used for the analysis. In all, three models are compared: a GBM that takes into consideration both herd behavior and seasonality, a GBM considering seasonality only, and an exponential model as a benchmark model. The estimation results show that the proposed model performs better than the others in terms of model fitness and predictability. Keywords: demand forecast; box office; movie marketing; seasonality; herd behavior 市场营销学者在发展定量模型预测票房结果上做了很大的努力, 但是表现低于他们的预期, 因为 没有注意到从众的行为因素。之前的研究也是依靠周票房数据而不是日票房数据, 因此对于制 定关键的市场决策不能提供足够的洞察力。 本文的目的是提供一个克服先前局限性的票房预测模型--通用的 Bass 模型反映了日常 的季节性以及从众行为。此模型利用电影发行首日的票房数据。当然, 这将是在电影上映前很 理想的预测准确需求。然而, 为了更好地预测票房结果, 利用早期有效的数据是很有必要的。考 虑到电影平均放映期会超过六周, 如果在电影放映数周后可以预测较为准确的销售模式是有益 的。在目前的研究中, 使用了40 部韩国电影的日票房数据。三个模型进行了比较:GBM(通 用的 Bass 模型)同时考虑到从众行为和季节性, GBM是一个指数模型只考虑季节性。电影发 行后14天内的销售数据被用作模型的校准, 预测35天的票房销售情况。预测结果显示, 在适度 分析和预测性方面, 此模型的表现要好于其他模型。 所有三个模型显示了较好的模型拟合。在 Adjusted-R2 项中, GBM-SH 是最高值为 0.963, 紧随其后的是GBM-S (0.958), 其次是 EXP-S (0.907)。为了比较模型的适合度, 经行类似然比 检测。GBM-S比 EXP-S 更为显著, GBM-SH 要强于 GBM-S。通过衡量平均绝对误差百分比的 ISSN 2163-9159 print/ISSN 2163-9167 online q 2012 Korean Scholars of Marketing Science http://dx.
Although the cruise sector is considered an ‘unreplaceable’ form of tourism, with the cruise industry recording steady growth over the years, there is a lack of research and analysis on cruise ships themselves. Accordingly, this study sought to determine whether service quality differences among ships operating in the Asian market could suggest broader implications for the sustainability of the cruise industry. We chose the SERVQUAL framework for the analysis; we also employed the multiple case study method and topic synthesis to compare the service quality of three ships. Of the ships investigated—the Costa Victoria, Diamond Princess, and Superstar Virgo—the Diamond Princess had the highest service quality. Based on the results, we outlined suggestions for improving the quality of cruise services, including introducing the latest large ships and high-tech facilities, complying with the departure and arrival times of sailing schedules, improving the ratio of crew members per passenger, establishing a cruise personnel training system, and expanding membership program operations.
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