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118 results on '"Chu, Junhong"'

14. The Relationship Between Online Referral Marketing and Price Promotion: Evidence from a Large E-Commerce Platform.

Author

Cao, Zike, Chu, Junhong, Hui, Kai-Lung, and Xu, Hong

Subjects
MARKET prices, INTERNET marketing, MARKET pricing, ELECTRONIC commerce
Abstract

We empirically examine the effectiveness of referral marketing and price promotion in generating sales in a large e-commerce platform. Our results show that although referral marketing increases sales, its effect is attenuated by price promotion. We argue that price promotion arouses quality concerns and undermines the credibility of online paid referrals in a weak-tie environment. This finding implies diminishing marginal returns for referral marketing and price promotion spending. We conduct a battery of validation tests to support our argument. Our research highlights the importance of scrutinizing the complementarity of marketing promotions in the unique context of the Internet. Depending on the persuasiveness of the brand and the promotional channel, promotional strategies may conflict in addressing consumers' quality concerns. Our findings suggest that marketing managers should use discretion in combining online referral marketing and price promotion. We advise sellers against using both marketing tactics if they lack a strong brand image. [ABSTRACT FROM AUTHOR]

Published
2021
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40. Non-Labor Income and the Age of Marriage: Evidence from China's Heating Policy

Author

Chu, Junhong, Liu, Haoming, and Png, I. P. L.

Subjects
China, age at marriage, regression discontinuity, J12, ddc:330, non-labor income
Abstract

We exploit China's heating policy to investigate how non-labor income affects marriage. From the mid-1950s, the policy gave substantial subsidies to urban residents north of the Huai River. Applying geographic regression discontinuity, we find that, with the policy, urban men in the north married 15 months earlier than southerners. The difference is substantial compared with the average age of first marriage of 24.9 years for urban men in the south. The effect is larger for later birth cohorts, which is consistent with the progressive implementation of the policy. The effect is smaller among women, consistent with women having less power in the household than men. There is no effect among rural people, who did not benefit from the heating policy.

Published
2018

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