Although social commerce has emerged as a prominent form of e-commerce, it remains unclear how businesses can effectively foster and cultivate strong relationships with consumers in this realm. Hence, this study examines the relationship and impact of social interactions and technical elements on consumer purchasing intentions within the Thai market. The study investigates how factors such as social support, platform quality, interpersonal interactions, and relationship quality influence purchase intentions. The objective is to address the knowledge gap in the literature related to social commerce. Data were obtained from 1,815 Thai participants through an online questionnaire. Partial least squares structural equation modeling was utilized to test the research hypotheses. The collective findings indicate that interpersonal interactions and platform quality positively influence purchase intentions, with relationship quality serving as a mediator. However, neither emotional nor informational support significantly affected relationship quality or purchase intentions, highlighting a preference for trust in close-knit relationships over online reviews. Overall, this study offers empirical evidence and managerial implications that can help businesses develop strategies for engaging with social commerce.
{"title":"Relationship Quality as a Mediator of the Effects of Social Commerce on Purchase Intentions","authors":"Chanin Taeratanachai, Phusit Wonglorsaichon, Charoenchai Agmapisarn","doi":"10.59865/abacj.2024.20","DOIUrl":"https://doi.org/10.59865/abacj.2024.20","url":null,"abstract":"Although social commerce has emerged as a prominent form of e-commerce, it remains unclear how businesses can effectively foster and cultivate strong relationships with consumers in this realm. Hence, this study examines the relationship and impact of social interactions and technical elements on consumer purchasing intentions within the Thai market. The study investigates how factors such as social support, platform quality, interpersonal interactions, and relationship quality influence purchase intentions. The objective is to address the knowledge gap in the literature related to social commerce. Data were obtained from 1,815 Thai participants through an online questionnaire. Partial least squares structural equation modeling was utilized to test the research hypotheses. The collective findings indicate that interpersonal interactions and platform quality positively influence purchase intentions, with relationship quality serving as a mediator. However, neither emotional nor informational support significantly affected relationship quality or purchase intentions, highlighting a preference for trust in close-knit relationships over online reviews. Overall, this study offers empirical evidence and managerial implications that can help businesses develop strategies for engaging with social commerce.","PeriodicalId":52152,"journal":{"name":"ABAC Journal","volume":"117 37","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140678263","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Traditional “physical events” would often come to mind immediately when people think of modes of event. Apart from the aforementioned event type, “virtual events” extensively took place during the COVID-19 pandemic. “Hybrid events” combine the advantages of actual and virtual events, thereby providing attendees with immersive experiences (Piccioni, 2023). At present, virtual and hybrid events appeal to professional global marketers. These innovative event experiences possibly attract global event audiences with lower costs and without the limitations of geography (Lekgau and Tichaawa, 2022), as well as being greener and markedly more sustainable based on the environmental, social, and governance (ESG) framework. These characteristics enable stakeholders to comprehend how organizations manage risks and opportunities in the presence of sustainability-related issues (Corporate Finance Institute, 2022). This book provides explanations on organizing virtual and hybrid events and analyzes the myths related to event issues that people hear, hold, or believe in but which are not based on facts. Moreover, the book presents extensive and innovative guidance for private and public institutions in addressing existing issues in tourism and event management. The book likewise aims to turn unforeseen difficulties into new opportunities in the post-COVID-19 pandemic period by using numerous actual case studies with practical recommendations.
{"title":"Book Review - Transitioning to Virtual and Hybrid Events: How to Create, Adapt, and Market an Engaging Online Experience","authors":"Joseph Lok-Man Lee","doi":"10.59865/abacj.2024.21","DOIUrl":"https://doi.org/10.59865/abacj.2024.21","url":null,"abstract":"Traditional “physical events” would often come to mind immediately when people think of modes of event. Apart from the aforementioned event type, “virtual events” extensively took place during the COVID-19 pandemic. “Hybrid events” combine the advantages of actual and virtual events, thereby providing attendees with immersive experiences (Piccioni, 2023). At present, virtual and hybrid events appeal to professional global marketers. These innovative event experiences possibly attract global event audiences with lower costs and without the limitations of geography (Lekgau and Tichaawa, 2022), as well as being greener and markedly more sustainable based on the environmental, social, and governance (ESG) framework. These characteristics enable stakeholders to comprehend how organizations manage risks and opportunities in the presence of sustainability-related issues (Corporate Finance Institute, 2022). This book provides explanations on organizing virtual and hybrid events and analyzes the myths related to event issues that people hear, hold, or believe in but which are not based on facts. Moreover, the book presents extensive and innovative guidance for private and public institutions in addressing existing issues in tourism and event management. The book likewise aims to turn unforeseen difficulties into new opportunities in the post-COVID-19 pandemic period by using numerous actual case studies with practical recommendations. \u0000 ","PeriodicalId":52152,"journal":{"name":"ABAC Journal","volume":"122 10","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140679225","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Particulate matter 2.5 (PM2.5) is considered the most dangerous air-polluting particle, causing premature death and inducing severe mental and physical diseases worldwide. PM2.5 affects stock market returns directly via the fundamental channel and indirectly via the behavioral channel. This study examines the effects of Bangkok’s PM2.5 pollution on the return on the Market for Alternative Investment index portfolio using a multivariate mediation analysis. Attention, awareness, mood, sentiment, and stress, the mediating variables known to influence investors’ behavior, were considered jointly and explicitly in the model. This study is the first to introduce stress as a behavioral mediator. The roles and effects of the behavioral mediators were identified, measured, and compared. Using daily data from August 1, 2016, to November 30, 2023, this study found that the total, direct, and indirect effects were not significant. Stress was the only behavioral mediator that significantly and positively contributed to the indirect effects. This result remains unchanged for different estimation techniques, sample periods, representative stock returns, and PM2.5 occurrence times.
{"title":"A Multivariate Mediation Analysis of PM2.5 Pollution and Stock Market Returns","authors":"A. Khanthavit","doi":"10.59865/abacj.2024.18","DOIUrl":"https://doi.org/10.59865/abacj.2024.18","url":null,"abstract":"Particulate matter 2.5 (PM2.5) is considered the most dangerous air-polluting particle, causing premature death and inducing severe mental and physical diseases worldwide. PM2.5 affects stock market returns directly via the fundamental channel and indirectly via the behavioral channel. This study examines the effects of Bangkok’s PM2.5 pollution on the return on the Market for Alternative Investment index portfolio using a multivariate mediation analysis. Attention, awareness, mood, sentiment, and stress, the mediating variables known to influence investors’ behavior, were considered jointly and explicitly in the model. This study is the first to introduce stress as a behavioral mediator. The roles and effects of the behavioral mediators were identified, measured, and compared. Using daily data from August 1, 2016, to November 30, 2023, this study found that the total, direct, and indirect effects were not significant. Stress was the only behavioral mediator that significantly and positively contributed to the indirect effects. This result remains unchanged for different estimation techniques, sample periods, representative stock returns, and PM2.5 occurrence times.","PeriodicalId":52152,"journal":{"name":"ABAC Journal","volume":"5 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140714451","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Despite experiencing persistent income inequality, the Thai economy has continued to grow with a developing financial system. This study examines the relationship between financial development and income inequality in Thailand from 1980 to 2020. It is identified that a cointegration between financial development and income inequality follows a U-shape hypothesis. This result implies that income inequality reduced to a certain threshold in the early stage of financial development but subsequently increased as the financial system progressed. It is consequently recommended that policymakers prioritize creating an inclusive financial environment that promotes equitable access to financial services across all financial institutions, particularly for lower- and middle-income groups.
尽管泰国长期存在收入不平等现象，但随着金融体系的发展，泰国经济持续增长。本研究探讨了 1980 年至 2020 年泰国金融发展与收入不平等之间的关系。研究发现，金融发展与收入不平等之间的协整关系遵循 U 型假说。这一结果表明，在金融发展的早期阶段，收入不平等程度降低到一定临界点，但随着金融体系的发展，收入不平等程度随之上升。因此，建议决策者优先创建一个包容性的金融环境，促进所有金融机构，特别是中低收入群体公平地获得金融服务。
{"title":"Financial Development and Income Inequality: Evidence from Thailand","authors":"Pitipat Nittayakamolphun, Norachit Jirasatthumb, Panjamapon Pholkerd","doi":"10.59865/abacj.2024.19","DOIUrl":"https://doi.org/10.59865/abacj.2024.19","url":null,"abstract":"Despite experiencing persistent income inequality, the Thai economy has continued to grow with a developing financial system. This study examines the relationship between financial development and income inequality in Thailand from 1980 to 2020. It is identified that a cointegration between financial development and income inequality follows a U-shape hypothesis. This result implies that income inequality reduced to a certain threshold in the early stage of financial development but subsequently increased as the financial system progressed. It is consequently recommended that policymakers prioritize creating an inclusive financial environment that promotes equitable access to financial services across all financial institutions, particularly for lower- and middle-income groups. ","PeriodicalId":52152,"journal":{"name":"ABAC Journal","volume":"2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140712842","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The Geopolitical risk (GPR) generated by the Russian invasion of Ukraine has triggered various impacts and responses in terms of financial markets and investors’ sentiments regarding sensible actions. The purpose of this study was to focus on GPR and responses to financial assets and commodities using a vector autoregressive (VAR) model. The results uncovered differences in the various responses of financial assets and commodities in different durations. It was found that under increasing GPR, gold is a safe haven for energy commodities, while bitcoin is safe haven for the capital market, and treasury bonds and US dollars are a safe haven for other various financial assets as well as commodities such as energy. Since gold’s behavior is determined by itself, investment in gold can help reduce risk in portfolios when there is an increase in geopolitical risk and at times of a bearish market.
{"title":"Geopolitical Risk And Responses To Financial Markets","authors":"Pitipat Nittayakamolphun, Thanchanok Bejrananda, Panjamapon Pholkerd","doi":"10.59865/abacj.2024.12","DOIUrl":"https://doi.org/10.59865/abacj.2024.12","url":null,"abstract":"The Geopolitical risk (GPR) generated by the Russian invasion of Ukraine has triggered various impacts and responses in terms of financial markets and investors’ sentiments regarding sensible actions. The purpose of this study was to focus on GPR and responses to financial assets and commodities using a vector autoregressive (VAR) model. The results uncovered differences in the various responses of financial assets and commodities in different durations. It was found that under increasing GPR, gold is a safe haven for energy commodities, while bitcoin is safe haven for the capital market, and treasury bonds and US dollars are a safe haven for other various financial assets as well as commodities such as energy. Since gold’s behavior is determined by itself, investment in gold can help reduce risk in portfolios when there is an increase in geopolitical risk and at times of a bearish market.","PeriodicalId":52152,"journal":{"name":"ABAC Journal","volume":"71 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140225237","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
According to Chang and Li (2022), the COVID-19 pandemic may have had an impact on the European and American capital markets’ dependence on crude oil. However, no studies have assessed the returns and impacts of crude oil and gold prices on Southeast Asian stock markets in conjunction with the COVID-19 pandemic. To address this gap, a quantile regression model was used to analyze data of Southeast Asia stock prices from 2016 to 2023, alongside the daily closing prices of Dubai crude oil and world gold. The findings suggest that crude oil has a large trickle-down impact on the Southeast Asian market returns. This highlights the importance of dynamic linkages over time by reporting dynamic spillover to be statistically significant in Southeast Asian stock returns. Most stock returns show that volatility shocks are enduring. In Singapore and Thailand, the gold returns significantly and favorably affect the stock returns at all quantiles. At various quantiles, the impact of gold returns is notably favorable in the remaining scenarios.
{"title":"Impact of Oil and Gold Prices on Southeast Asian Stock Markets: Empirical Evidence from Quantile Regression Analysis","authors":"Parichat Sinlapates, Surachai Chancharat","doi":"10.59865/abacj.2024.17","DOIUrl":"https://doi.org/10.59865/abacj.2024.17","url":null,"abstract":"According to Chang and Li (2022), the COVID-19 pandemic may have had an impact on the European and American capital markets’ dependence on crude oil. However, no studies have assessed the returns and impacts of crude oil and gold prices on Southeast Asian stock markets in conjunction with the COVID-19 pandemic. To address this gap, a quantile regression model was used to analyze data of Southeast Asia stock prices from 2016 to 2023, alongside the daily closing prices of Dubai crude oil and world gold. The findings suggest that crude oil has a large trickle-down impact on the Southeast Asian market returns. This highlights the importance of dynamic linkages over time by reporting dynamic spillover to be statistically significant in Southeast Asian stock returns. Most stock returns show that volatility shocks are enduring. In Singapore and Thailand, the gold returns significantly and favorably affect the stock returns at all quantiles. At various quantiles, the impact of gold returns is notably favorable in the remaining scenarios.","PeriodicalId":52152,"journal":{"name":"ABAC Journal","volume":"453 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140246858","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study investigates and measures factors related to the involvement of spectators in e-sports events using a Structural Equation Model (SEM) coupled with a Necessary Condition Analysis (NCA). The researchers conducted the study within a framework of push and pull factors. The findings indicate that both push and pull factors impact commitment, and that commitment has an impact on engagement. The practical implication of this is that management should emphasize pull factors, such as improving the quality of events, strategies for enhancing event attractiveness at the community level, managing event rewards, considering pricing strategies, utilizing promotions, and selecting suitable venues. Regarding the theoretical implications, the significance of three factors, push, pull, and commitment, are underscored as necessary conditions for engagement in this context. This research provides valuable in-depth insights for e-sports event managers to develop strategies which increase interest and participation among spectators, thereby enhancing the overall experience and growth of the industry.
{"title":"Enhancing Spectator Engagement in E-sports Events","authors":"Manit Satitsamitpong, Kittipong Napontun, Prarawan Senachai, Samkhumpha Tovara, Supaporn Daengmeesee","doi":"10.59865/abacj.2024.13","DOIUrl":"https://doi.org/10.59865/abacj.2024.13","url":null,"abstract":"This study investigates and measures factors related to the involvement of spectators in e-sports events using a Structural Equation Model (SEM) coupled with a Necessary Condition Analysis (NCA). The researchers conducted the study within a framework of push and pull factors. The findings indicate that both push and pull factors impact commitment, and that commitment has an impact on engagement. The practical implication of this is that management should emphasize pull factors, such as improving the quality of events, strategies for enhancing event attractiveness at the community level, managing event rewards, considering pricing strategies, utilizing promotions, and selecting suitable venues. Regarding the theoretical implications, the significance of three factors, push, pull, and commitment, are underscored as necessary conditions for engagement in this context. This research provides valuable in-depth insights for e-sports event managers to develop strategies which increase interest and participation among spectators, thereby enhancing the overall experience and growth of the industry.","PeriodicalId":52152,"journal":{"name":"ABAC Journal","volume":"43 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140076970","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This research aimed to identify and validate the influential factors driving the attitudes of craft beer event attendees toward attending the craft beer event. The influential factors in the research model were derived from three conceptual frameworks, namely event service quality, Eventscape, and craft beer consumption. The data were collected from 254 attendees of Chiang Mai Craft Fest arranged in Chiang Mai province, Thailand, and were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that three factors (i.e., quality of entertainment activities, quality of venue environment, and quality of craft beer selection) significantly heighten attendees’ attitudes, increasing behavioral intentions toward the craft beer event, and thus, should be strongly emphasized and highly prioritized by concerned practitioners with the provision of sufficient resources. This research also contributes to the body of theoretical knowledge, proposing a holistic and relevant set of influential factors stimulating attendees’ attitudes in the understudied area of craft beer events.
{"title":"What Makes People Attend a Craft Beer Event? Investigating Influential Factors Driving Attitude and Behavioral Intention","authors":"Arinya Pongwat, S. Talawanich","doi":"10.59865/abacj.2024.11","DOIUrl":"https://doi.org/10.59865/abacj.2024.11","url":null,"abstract":"This research aimed to identify and validate the influential factors driving the attitudes of craft beer event attendees toward attending the craft beer event. The influential factors in the research model were derived from three conceptual frameworks, namely event service quality, Eventscape, and craft beer consumption. The data were collected from 254 attendees of Chiang Mai Craft Fest arranged in Chiang Mai province, Thailand, and were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that three factors (i.e., quality of entertainment activities, quality of venue environment, and quality of craft beer selection) significantly heighten attendees’ attitudes, increasing behavioral intentions toward the craft beer event, and thus, should be strongly emphasized and highly prioritized by concerned practitioners with the provision of sufficient resources. This research also contributes to the body of theoretical knowledge, proposing a holistic and relevant set of influential factors stimulating attendees’ attitudes in the understudied area of craft beer events.","PeriodicalId":52152,"journal":{"name":"ABAC Journal","volume":"79 12","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139860839","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This research aimed to identify and validate the influential factors driving the attitudes of craft beer event attendees toward attending the craft beer event. The influential factors in the research model were derived from three conceptual frameworks, namely event service quality, Eventscape, and craft beer consumption. The data were collected from 254 attendees of Chiang Mai Craft Fest arranged in Chiang Mai province, Thailand, and were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that three factors (i.e., quality of entertainment activities, quality of venue environment, and quality of craft beer selection) significantly heighten attendees’ attitudes, increasing behavioral intentions toward the craft beer event, and thus, should be strongly emphasized and highly prioritized by concerned practitioners with the provision of sufficient resources. This research also contributes to the body of theoretical knowledge, proposing a holistic and relevant set of influential factors stimulating attendees’ attitudes in the understudied area of craft beer events.
{"title":"What Makes People Attend a Craft Beer Event? Investigating Influential Factors Driving Attitude and Behavioral Intention","authors":"Arinya Pongwat, S. Talawanich","doi":"10.59865/abacj.2024.11","DOIUrl":"https://doi.org/10.59865/abacj.2024.11","url":null,"abstract":"This research aimed to identify and validate the influential factors driving the attitudes of craft beer event attendees toward attending the craft beer event. The influential factors in the research model were derived from three conceptual frameworks, namely event service quality, Eventscape, and craft beer consumption. The data were collected from 254 attendees of Chiang Mai Craft Fest arranged in Chiang Mai province, Thailand, and were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that three factors (i.e., quality of entertainment activities, quality of venue environment, and quality of craft beer selection) significantly heighten attendees’ attitudes, increasing behavioral intentions toward the craft beer event, and thus, should be strongly emphasized and highly prioritized by concerned practitioners with the provision of sufficient resources. This research also contributes to the body of theoretical knowledge, proposing a holistic and relevant set of influential factors stimulating attendees’ attitudes in the understudied area of craft beer events.","PeriodicalId":52152,"journal":{"name":"ABAC Journal","volume":"16 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139801002","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Culture is the most powerful tool to influence consumer behavior, so if a brand or company wants to be successful, it is essential to understand the culture and the elements contained in culture- this is what Marcus Collins firmly believes in. In his new book, "For The Culture: The Power Behind the World’s Most Successful Brands, from Apple to Beyoncé", Marcus Collins shares his valuable insights and experience, highlighting how the most successful brands such as Apple, Reddit, and McDonald's use the power of culture to achieve business success. What’s more interesting is that he also provides us with more than 10 cases of the successes and failures of differing brands such as Supreme, Patagonia, Beats, IBM, Meta, Coca-Cola, De Beers, Pepsi, and Koda to help readers better understand that a correct understanding of culture and cultural differences allows brands and companies innovate and adjust their strategies according to the needs of their target markets and target groups, ultimately winning the market.Dr. Marcus Collins is globally recognized for his strategic, creative, and academic contributions (American Advertising Federation’s Advertising Hall of Achievement inductee, Thinkers50 Radar Distinguished Achievement Award, Cannes Lion Creative Strategy juror, Ad Age's 40 Under 40 recipient, and Crain’s Business 40 Under 40 recipient) having launched several successful campaigns such as “Cliff Paul” for State Farm, the Made In America Music Festival, and Google’s “Real Tone” technology—among others. He also led iTunes + Nike sports music initiatives at Apple before running a digital strategy for Beyoncé. Besides this, he is the author of the best-selling book For The Culture, which reveals the connection between culture and human behavior (http://marctothec.com/info).
文化是影响消费者行为的最有力工具，因此，如果一个品牌或公司想要获得成功，就必须了解文化以及文化中所包含的元素--这正是马库斯-柯林斯所坚信的。在他的新书《为了文化：从苹果到碧昂斯》一书中，马库斯-柯林斯分享了他的宝贵见解和经验，重点介绍了苹果、Reddit 和麦当劳等最成功的品牌如何利用文化的力量取得商业成功。更有趣的是，他还为我们提供了 Supreme、Patagonia、Beats、IBM、Meta、可口可乐、De Beers、百事可乐、科达等十多个不同品牌的成败案例，帮助读者更好地理解，正确认识文化和文化差异，可以让品牌和企业根据目标市场和目标群体的需求创新和调整战略，最终赢得市场。马库斯-柯林斯因其在战略、创意和学术方面的贡献而享誉全球（曾入选美国广告联合会广告成就殿堂、荣获 Thinkers50 Radar 杰出成就奖、戛纳创意战略狮奖评委、《广告时代》40 Under 40 获奖者、《克莱恩商业》40 Under 40 获奖者），曾发起过多项成功的营销活动，如州立农场的 "Cliff Paul"、美国制造音乐节和谷歌的 "Real Tone "技术等。他还在苹果公司领导了 iTunes + Nike 运动音乐计划，之后又为碧昂斯制定了数字战略。此外，他还是畅销书《For The Culture》的作者，该书揭示了文化与人类行为之间的联系 (http://marctothec.com/info)。
{"title":"Book Review – For the Culture: The Power Behind the World’s Most Successful Brands, from Apple to Beyoncé","authors":"Bing Zhu","doi":"10.59865/abacj.2024.9","DOIUrl":"https://doi.org/10.59865/abacj.2024.9","url":null,"abstract":"Culture is the most powerful tool to influence consumer behavior, so if a brand or company wants to be successful, it is essential to understand the culture and the elements contained in culture- this is what Marcus Collins firmly believes in. In his new book, \"For The Culture: The Power Behind the World’s Most Successful Brands, from Apple to Beyoncé\", Marcus Collins shares his valuable insights and experience, highlighting how the most successful brands such as Apple, Reddit, and McDonald's use the power of culture to achieve business success. What’s more interesting is that he also provides us with more than 10 cases of the successes and failures of differing brands such as Supreme, Patagonia, Beats, IBM, Meta, Coca-Cola, De Beers, Pepsi, and Koda to help readers better understand that a correct understanding of culture and cultural differences allows brands and companies innovate and adjust their strategies according to the needs of their target markets and target groups, ultimately winning the market.Dr. Marcus Collins is globally recognized for his strategic, creative, and academic contributions (American Advertising Federation’s Advertising Hall of Achievement inductee, Thinkers50 Radar Distinguished Achievement Award, Cannes Lion Creative Strategy juror, Ad Age's 40 Under 40 recipient, and Crain’s Business 40 Under 40 recipient) having launched several successful campaigns such as “Cliff Paul” for State Farm, the Made In America Music Festival, and Google’s “Real Tone” technology—among others. He also led iTunes + Nike sports music initiatives at Apple before running a digital strategy for Beyoncé. Besides this, he is the author of the best-selling book For The Culture, which reveals the connection between culture and human behavior (http://marctothec.com/info).","PeriodicalId":52152,"journal":{"name":"ABAC Journal","volume":"25 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139388461","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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