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EXPLORING STORYTELLING ELEMENTS IN MARKETING
Yun-Chia Tang,Li-Wei Wu 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
The present research is seeking to enhance their customers’ brand attitudes, especially in terms of which type of products should be their focus for customers with varying storytelling elements. Storytelling in marketing is critical for business, because it is a cornerstone for building strong relationship in the modern world. Storytelling elements also influence consumers’ emotional responses to brand. Besides, organization of information in an advertising narrative might influence the consumer's choice of an appropriate information-processing strategy (Mattila 2000), the narrative message of a story will affect consumer’s preference for a brand, thereby affects consumer’s purchase intention. However, despite some elements have been discussed in previous studies related to narratives (Chatman 1978; Papadatos 2006), we do not understand exactly why or when customers respond to stories. Therefore, to examine the storytelling effectives of different types of reversal factors, this research investigates the influence of different types of stories on brand attitudes in marketing. In sum, by studying the elements of reversal stories, this expected outcomes of this research intends to provide researchers and practitioners implications: 1. design a successful brand story can enhance corporate image and attract more consumers. 2. In practice, marketers need to combine storytelling factors with different products, and manipulate them with different weights to design the optimal advertisements or marketing campaign. 3. This study would be aroused the interesting to investigate other story elements and how these elements to affect brand attitudes.
Chia-Yun Chien,Huei-Ting Tsai 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
With the rapid growth of Podcast listening volume in the past two years (SoundOn, 2021), more and more research is also devoted to podcasts. Previous literature investigating podcasts mainly focused on the motivation of podcast listeners. This study aims to find out the voice characteristics of the producer and the psychological needs of the listener that affect listening intention, including speech rate, voice pitch, voice gender, and especially the mediating effect of affiliation needs and epistemic curiosity between proximity and listening intention. This study collects data from 3 experiments. We construct our stimuli from a script for a book introduction.
A Variable Neighbourhood Descent Algorithm for the Redundancy Allocation Problem
Liang, Yun-Chia,Wu, Chia-Chuan Korean Institute of Industrial Engineers 2005 Industrial Engineeering & Management Systems Vol.4 No.1
This paper presents the first known application of a meta-heuristic algorithm, variable neighbourhood descent (VND), to the redundancy allocation problem (RAP). The RAP, a well-known NP-hard problem, has been the subject of much prior work, generally in a restricted form where each subsystem must consist of identical components. The newer meta-heuristic methods overcome this limitation and offer a practical way to solve large instances of the relaxed RAP where different components can be used in parallel. The variable neighbourhood descent method has not yet been used in reliability design, yet it is a method that fits perfectly in those combinatorial problems with potential neighbourhood structures, as in the case of the RAP. A variable neighbourhood descent algorithm for the RAP is developed and tested on a set of well-known benchmark problems from the literature. Results on 33 test problems ranging from less to severely constrained conditions show that the variable neighbourhood descent method provides comparable solution quality at a very moderate computational cost in comparison with the best-known heuristics. Results also indicate that the VND method performs with little variability over random number seeds.
Removal of ozone from air by absorption in a rotating packed bed
Chia-Chang Lin,Cheng-Yu Chao,Mei-Yun Liu 한국공업화학회 2010 Journal of Industrial and Engineering Chemistry Vol.16 No.1
This work investigated the feasibility of ozone (O3) absorption by H2O2 solution in a rotating packed bed (RPB). The overall volumetric gas-phase mass transfer coefficients (KGa) were determined as functions of pH of H2O2 solution, O3 concentration, H2O2 concentration, RPB speed, gas flowrate, liquid flow rate, and RPB type. The KGa values were highly dependent on the pH of H2O2 solution. Also, the KGa values increased with O3 concentration and H2O2 concentration. As expected, the RPB speed positively affected the KGa values for all RPBs. Furthermore, the obtained results indicated that the KGa values increased as the inner radius of the bed was increased and the outer radius of the bed was decreased. Moreover, the KGa values increased with an increasing liquid flow rate and an increasing gas flow rate for all RPBs. The dependences of KGa on the gas flow rate and the liquid flow rate indicated that the resistance to mass transfer in the gas-phase for O3 absorption was higher than that in the liquid phase in the RPB.
Antenna Selection for MIMO-OFDM Systems in Correlated Channels
Chia-Chang Hu,Hao-Yun Yang 대한전자공학회 2009 ITC-CSCC :International Technical Conference on Ci Vol.2009 No.7
In the paper, the joint transceiver antenna selection schemes for multiple-input multiple-output orthogonal frequency division multiplexing (MIMO-OFDM) systems are addressed in the broadband correlated channels. Modified antenna selection methods for frequency-selective fading channel are proposed and analyzed in this paper. Consequently, the use of the proposed modified antenna selection algorithms achieve a substantial saving in system-hardware complexity of the multiple radio frequency (RF) chains associated with multiple antennas without compromising overall system-capacity performance.