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Dissertation
The influence of social media video marketing on consumers purchase intentions: the role of video length
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Year: 2022 Publisher: Liège Université de Liège (ULiège)

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Abstract

Video marketing is a practice increasingly used in recent years, especially on social media, which allows to capture the attention of the audience in a foolproof way. Understanding the role that the length of a video has on the attitudes of that same audience as well as on their purchase intentions has therefore become a key challenge for any business. Through a literature review and an experiment with 105 participants, this study aims to highlight and compare the effect of a 15-second video from TikTok and a 2-minute video from Youtube on consumers' purchase intentions. In addition, the effect of the two videos is also studied on the parameters of perceived informativeness, emotional appeal, entertainment and advertising value. For this purpose, a model using the Theory of Reasoned Action as well as the Uses and Gratifications theory has been created. First of all, this study revealed that a longer video has more impact on informativeness, entertainment, emotional appeal and advertising value. Similarly, a 2-minute video also leads to a more favorable attitude towards it as well as a stronger purchase intention towards the promoted product or service. Finally, this research found that entertainment, emotional appeal, and advertising value were variables that had a positive impact on attitude towards video, but informativeness had no significant relationship with it in the context of this study. This thesis then concludes with a discussion of its theoretical and managerial implications, as well as the enumeration of its limitations in order to provide guidance for future research.


Book
Management Accountants' Business Orientation and Involvement in Incentive Compensation : Empirical Results from a Cross-Sectional Survey
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ISBN: 363175146X 3631606877 Year: 2018 Publisher: Frankfurt a.M. PH02

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Changing roles of management accountants have been intensively discussed in business practice and academic research. The objective of this empirical study is to gain a deeper understanding of management accountants' business orientation and extended tasks. Based on data collected from the top 1,500 companies in Germany, results reveal that especially subjective norms have a strong impact on the practice of management accountants acting business-oriented. Furthermore, the results reinforce the frequently postulated positive effect of management accountants' business orientation. The analyses also show positive associations between the involvement of management accountants in incentive compensation, the effort effects of incentive schemes, and firm performance.


Book
Moral leadership : a transformative model for tomorrow's leaders
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ISBN: 1283895072 1606492543 Year: 2012 Publisher: [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press,

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Abstract

Trust in leaders has reached its low point in recent years as employees, peers, and the public-at-large voice their disapproval of decisions made by those who head corporations, government, churches, and public institutions in virtually every country throughout the world. In a society that Princeton scholar David Callahan has labeled "the cheating culture," people of every class, culture, and country yearn for leaders whom they can believe, respect, and follow.


Book
New Research Trends for Textiles
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ISBN: 3036560815 3036560823 Year: 2022 Publisher: Basel MDPI - Multidisciplinary Digital Publishing Institute

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PART 1. Functional Textiles: Photochromic Textiles Based upon Aqueous Blends of Oxygen-Deficient WO3-x and TiO2 Nanocrystals. 50/60 Hz Power Grid Noise as a Skin Contact Measure of Textile ECG Electrodes. Characterizing Steam Penetration through Thermal Protective Fabric Materials. Stretchable Textile Yarn Based on UHF RFID Helical Tag. Fibers and Textiles for Personal Protective Equipment. Textile-Based Sound Sensors (TSS). High-Performance and Functional Fiber Materials. Geotextiles—A Versatile Tool for Environmental Sensitive Applications in Geotechnical Engineering. Review of Fiber- or Yarn-Based Wearable Resistive Strain Sensors. Wearable Actuators: An Overview. Bacterial Secondary Metabolites as Biopigments for Textile Dyeing. PART 2: Process and Modelling. Loop Order Analysis of Weft-Knitted Textiles. New Geometrical Modelling for 2D Fabric and 2.5D Interlock Composites. Meso-Macro Simulations of the Forming of 3D Non-Crimp Woven Fabrics. Continuous Yarn Electrospinning. A Review on Tough Soft Composites at Different Length Scales. Textile Branch and Main Breakthroughs of the Czech Republic in the Field of Textile Machinery. Recent Efforts in Modeling and Simulation of Textiles. PART 3: Control. A Comparison of Two Different Light Booths for Measuring Color Difference of Metameric Pairs. Effect of Textile Characteristics on the AR-Glass Fabric Efficiency. Dielectric Properties of Textile Materials. PART 4: Consumers and Behavior. Development of a Consumer-Based Quality Scale for Artisan Textiles. Organic Cotton Clothing Purchase Behavior. A Review on Textile Recycling Practices and Challenges.

Keywords

Business strategy --- Manufacturing industries --- smart textiles --- wearable --- fiber actuators --- soft exoskeleton --- haptic action --- textile modeling --- homogenization --- beam-based model --- buckling --- folding --- spacer fabrics --- organic cotton --- clothing --- consumer behavior --- Theory of Reasoned Action --- alkali-resistant glass textile --- weaving --- epoxy coating --- filament diameters --- roving fineness --- fabric efficiency --- textile-reinforced concrete --- TRC --- fabric-reinforced cementitious matrix --- FRCM --- textile development --- human and civilization factors --- clothing and technical textiles --- open end spinning --- jet looms --- perpendicularly layered nonwovens --- needleless electrospinning --- textiles --- quality --- artisan --- fabrics --- women in textiles --- soft composite --- mechanical property --- toughness --- toughening mechanism --- fabrication --- application --- helical RFID tag --- helical antenna --- RFID --- textile yarn --- light booth --- metameric pairs --- visual assessment --- gray scale --- standard deviation --- CAM02-UCS --- color difference formula --- thermal protective fabrics --- steam exposure --- fabric properties --- heat and mass transfer --- burn injuries --- textile materials --- complex relative permittivity --- effective medium approximation --- dielectric mixture theory --- electromagnetics --- dielectric characterization --- resistive strain sensor --- fiber-based sensor --- yarn-based sensor --- interconnection --- forming simulation --- multi-scale analyses --- RVE --- hyperelasticity --- thick reinforcements --- nanofibers --- PAN --- cellulose acetate --- biopolymers --- spider silk --- silk fibroin --- 2D fabric --- 2.5D --- interlock composite --- compliance matrix --- textile waste --- reuse and recycling --- municipal solid waste --- composting --- sustainability --- geotextiles --- natural fibers --- synthetic fibers --- geo-engineering --- environmental applications --- high-performance fibers --- functional textiles --- metallized textiles --- inorganic fibers --- Scanning Electron Microscopy (SEM) --- Electron Dispersive Spectroscopy (EDS) --- microbial pigments --- bacterial pigments --- textile --- fibers --- dyeing --- electrocardiogram (ECG) --- Arduino --- electrodes --- conductive coating --- conductive yarn --- sensor --- knitted textiles --- topological modeling --- contact neighborhood --- loop order analysis --- precedence rule --- visualization --- e-textiles --- textile-based sound sensors --- sound monitoring --- smart building --- personal protective equipment --- protective clothing --- special textile structures --- smart textile --- photochromism --- inorganic nanoparticles --- n/a

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