⭐ Pornpitakpan, C. (2025). Call for papers & editorial board members for Global Empirical Marketing Studies (GEMS). Global Empirical Marketing Studies, 1(1), Article e2025.02.06. https://doi.org/10.5281/zenodo.14882315  

⭐ Pornpitakpan, C., Yue, W., & Fu, S. F. I. (2025). Chinese composite scale of morningness: Psychometric properties of the full and the reduced versions and their relevance to business. Global Empirical Marketing Studies, 1(1), Article e2025.02.11. https://doi.org/10.5281/zenodo.14841020 

Read and Download PDF: https://doi.org/10.5281/zenodo.14841020 

Abstract

Purpose: This study translates the Composite Scale of Morningness (CSM) into Chinese and assesses its psychometric properties and cross-cultural applicability. It also proposes a reduced Chinese CSM.

Methods: Chinese students (225 females, 168 males, 393 in total) enrolled in undergraduate and graduate courses at a university in China answer the questionnaire in class. Factor analysis with the principal component extraction method is used to analyze the data.

Results: The internal consistency (Cronbach’s alpha = .837) of the full Chinese CSM (fcCSM) is comparable to that of the original English scale. The reduced Chinese CSM (rcCSM) consisting of Items 1, 2, 5, 8, 9, and 11 improves the fcCSM by deleting items that are redundant or have poor statistical properties. Its Cronbach’s alpha is .738.

Conclusions: Because the rcCSM contains little redundancy and ambiguity, it minimizes the chance of confusing and annoying respondents and thus maximizes response accuracy. The scale is short, easy to understand, easy to use, and applicable for many purposes, such as evaluating respondents’ sleep and wakefulness. Besides, a shorter scale saves a lot of time and costs in administering the questionnaires.

Keywords: Chronobiology, Circadian rhythms, Human biological rhythms, Test reliability, Psychometrics, Composite Scale of Morningness

⭐ Pornpitakpan, C., Li, Q., Sy-Changco, J., & Chen, J. (2025). Relationships between sachet-product attitudes/behaviors and consumers’ characteristics: A survey of the Chinese. Global Empirical Marketing Studies, 1(1), Article e2025.02.20. https://doi.org/10.5281/zenodo.14955809 

Read and Download PDF: https://doi.org/10.5281/zenodo.14955809 

Abstract

Purpose: This study integrates consumer behavior models to investigate the relationships between Chinese consumers’ sachet-product attitudes/behavior and personal characteristics, namely, variety seeking, frugality, value consciousness, price consciousness, personal monthly incomes, education, and household size.

Methods: A face-to-face survey is conducted with a convenience sample of 468 Chinese consumers in Shanghai and Zhuhai. The proposed relationships are analyzed by correlations and structural equation modeling.

Results: Many relationships between sachet-product attitudes/behaviors and consumer characteristics are significant as hypothesized. Variety seeking and household size positively correlate with attitudes toward products in sachets, purchase intentions of products in sachets for home use, and purchase and usage of products in sachets. Frugality, value consciousness, and price consciousness negatively correlate with attitudes toward products in sachets. Education negatively correlates with purchase intentions of products in sachets for home use. Personal monthly incomes negatively correlate with purchase intentions of products in sachets for home use and purchase/usage frequency of products in sachets. Finally, biological sex and age do not correlate with any of the dependent variables. Structural equation modeling reveals that the proposed model fits the data very well in terms of Chinese consumers’ sachet-product attitudes and behaviors. Specifically, higher variety seeking, larger household size, and lower personal monthly incomes lead to more-favorable attitudes toward products in sachets, which in turn induce higher purchase intentions of products in sachets for home use, which in turn elicit higher purchase/usage frequency of products in sachets.

Conclusions: Sachet marketing is profitable to companies and offers many benefits to consumers, yet there has been little investigation of the relationships between sachet-product attitudes/behaviors and consumers’ characteristics. Using rigorous data analyses, this research fills this gap and provides theoretical and managerial contributions. The findings confirm the sequential linkage from attitudes → intentions → behaviors in consumer behavior theory.

Keywords: China, marketing strategy, sachet marketing, package size, sustainable consumption

⭐ Pornpitakpan, C., & Wang, X. (2025). A study of the relationships between social media discussions and company stock prices via web mining. Global Empirical Marketing Studies, 1(1), Article e2025.02.25. https://doi.org/10.5281/zenodo.14965342 

Read and Download PDF: https://doi.org/10.5281/zenodo.14965342

Abstract

Purpose: Drawing on negativity biases and empirical evidence, this study infers that compared with positive publicity, negative publicity about a company is more memorable, more exciting to discuss about, and more conducive to building awareness of the company, which in turn has positive impacts on its sales and stock prices. It investigates relationships between social media discussions and stock prices using four Chinese companies.

Methods: Four publicly-traded Chinese companies including a residential developer, an e-commerce platform, a hot-pot restaurant chain, and an Internet service provider are examined. Through the event study method, the companies’ historical stock prices and Weibo discussions are collected via web mining, and correlation analyses are used to examine the relationship between them.

Results: All the expected results are supported. Positive relationships exist between stock prices and quantities of original posts on Weibo about the company’s negative events, whereas no relationships exist between stock prices and quantities of original posts on Weibo about the company’s positive events.

Conclusions: This study uses web mining to examine several publicly-traded Chinese companies and incorporates Weibo indicators. It links negativity biases with the impact on company stock prices in the short run. Public discussions about company negative events have more-favorable impacts on stock prices than do public discussions about company positive events, so managers should establish a professional public relations team to maneuver public sentiments.

Keywords: social media, Weibo platform, stock price, retailing companies, services companies, consumer behavior, investor behavior, marketing management, financial management, data analytics, negativity bias

⭐ Lin, J. (2025). Financial innovation and industrial diversification in Macao: The pandemic’s moderating role and managerial implications. Global Empirical Marketing Studies, 1(1), Article e1.2025.08.15. https://doi.org/10.5281/zenodo.16883723

Read and Download PDF: https://doi.org/10.5281/zenodo.16883723

Abstract

Macao’s economy encountered challenges during the COVID-19 pandemic, exacerbated by its heavy reliance on the gaming sector. Industrial diversification is critical for sustainable development. The financial industry demonstrated robust vitality, with value-added growth persisting despite the pandemic, supporting efforts to sustain diversification and enhance risk prevention. Financial innovation, including traditional financial innovation and financial technology innovation, is promising. This study employs seven indicators to evaluate financial innovation using principal component analysis and factor analysis, revealing significant improvement in Macao’s financial innovation levels over the pandemic years (2020–2022). It further examines the relationship between financial innovation and industrial diversification, with the pandemic period incorporated as a moderating variable. Findings indicate that financial innovation reduced industrial diversification in non-pandemic years but enhanced diversification during the pandemic, driven by a significant interaction between financial innovation and the pandemic.[A1]  The study acknowledges limitations and offers policy and managerial recommendations to guide future development.

Note: Both Macao and Macau are recognized as valid official names. Because the majority of government documents use Macao, this study uses Macao throughout, except for University of Macau, its address, and specific documents that use Macau.

Keywords: financial innovation, fintech, industrial diversification, Macao/Macau economy, COVID-19 impact, principal component analysis, factor analysis, economic policy, financial resilience

Subjects: #Finance, #EconomicDevelopment, #RegionalEconomics, #InnovationStudies, #PolicyAnalysis, #StatisticalMethods, #Sustainability, #CrisisManagement

⭐ Pornpitakpan, C. (2025). A novel CiteScore-Derived Download Index (CDDI): Luminary early-impact evidence from Global Empirical Marketing Studies (GEMS). Global Empirical Marketing Studies, 1(1), Article e1a.2025.12.02. https://doi.org/10.5281/zenodo.17791574 

Read and Download PDF: https://doi.org/10.5281/zenodo.17791574

Abstract

In its very first year, Global Empirical Marketing Studies (GEMS), launched in January 2025, has emerged as a globally recognized diamond open-access journal in marketing and related fields. Independent open-access journals routinely face skepticism about their reach and legitimacy. This study serves two purposes: (a) to document the launch and early performance of GEMS, and (b) to introduce the CiteScore-Derived Download Index (CDDI)—a simple, fully reproducible method that derives estimated monthly article downloads directly from any journal’s public Scopus CiteScore without article-level data, web crawling, or publisher cooperation. By relying solely on a single publicly available number (CiteScore) and a conservative citation-to-readership ratio, the method saves researchers and new journals months of laborious data collection while delivering a credible early-impact yardstick in under five minutes. This study uses prorated download and view metrics to compare GEMS with PLOS ONE, a multidisciplinary open‑access mega journal. Results show that articles in GEMS Volume 1 substantially surpass PLOS ONE download benchmarks. To our knowledge—confirmed by exhaustive bibliometric searches—the CDDI is the first published method that estimates expected article downloads directly and solely from a journal’s Scopus CiteScore using a transparent citation-to-readership conversion. Apart from metrics, GEMS articles have secured multiple global bibliographic rankings and a Scopus-indexed citation within three months, underscoring their scholarly recognition and legitimacy. This dual evidence positions GEMS as a rising star in independent open-access publishing while offering the scholarly community a powerful, ready-to-use tool for rapid impact assessment.

Keywords: open-access publishing, article downloads, citation impact, independent journals, PLOS ONE benchmarking, publication outlets, CiteScore-Derived Download Index (CDDI), call for paper

Subjects: #OpenAccess #ScholarlyPublishing #ResearchImpact #ArticleMetrics #BusinessResearch #AcademicInnovation #IndependentJournals #ScholarlyCommunication

⭐ Pornpitakpan, C. (2025). Compassionate choices: A poetic reflection on life’s purpose. Global Empirical Marketing Studies, 1(1), Article e5.2025.05.30. https://doi.org/10.5281/zenodo.15556668 

Read and Download PDF: https://doi.org/10.5281/zenodo.15556668

Abstract

This article presents Whispers from Swift Blooms: Let’s Make This World Boom, a five-stanza poem with twelve-syllable lines in a 6-6 rhythm, inviting reflection on life’s beauty and purpose. It embraces diverse beliefs about existence—some view it as a singular path, others as cyclical renewal—encouraging heedful living across cultures. Lines like “Each dawn we rise anew, with keen queries to weigh” and “What measures of mercy will sate their fate with flare?” inspire daily acts of kindness for loved ones and suffering beings. Transcending cultural boundaries, the poem nurtures cause-related and social marketing efforts that promote sustainability and enrich global communities.

Keywords: compassion, heedful living, kindness, reflection, poetry, sustainability, cause-related campaign, social marketing campaign 

⭐ Pornpitakpan, C. (2025). Fleeting effort, lasting effect: A poetic look at everyday ethical choices. Global Empirical Marketing Studies, 1(1), Article e5.2025.10.25. https://doi.org/10.5281/zenodo.17387849 

Read and download PDF: https://doi.org/10.5281/zenodo.17387849

Abstract

This article introduces the poem “Tiny Act, Mighty Force: Impact of a 3-Minute Deed,” which draws from my personal experience. Composed in five stanzas of twelve-syllable lines, the poem flows with a steady rhythm, echoing a gentle heartbeat that reflects the story it tells. It focuses on an instance when a PhD application, outside my research domain, arrived in my inbox. Rather than dismissing it, I took a few minutes to forward it to a colleague whose expertise aligned more closely with the applicant’s interests. My short pivot led to a mentorship that helped the student flourish—eventually publishing in ABS4* (top-tier rating by Chartered Association of Business Schools) journals and building a distinguished academic career. One line, “No neglect, hesitance—I forwarded with speed,” reflects the promptness and conscientious clarity of that choice, while the poem invites reflection on how fleeting, thoughtful initiatives, even amid packed schedules, can shape lives and foster lasting professional relationships. Future research suggests exploring poetry to investigate moral judgments and sustainability across diverse fields. 

Keywords: compassion, ethical choices, mindful decisions, mentorship effects, kindness, reflection through poetry, relational marketing, professional ethics, leadership in academia, DEIA, sustainability

Subjects: #MentorshipMatters #TinyActMightyForce #EthicalLeadership #DEIA #Sustainability #FleetingEffortLastingEffect #AcademicKindness #PoetryInMarketing #MindfulDecisionMaking #GEMS’ScholarlyJournalArticle

⭐ Pornpitakpan, C. (2025). Navigating legal rulings, language inclusivity, and job search strategies in 2025. Global Empirical Marketing Studies, 1(1), Article e6.2025.04.25. https://doi.org/10.5281/zenodo.15319956

Read and Download PDF: https://doi.org/10.5281/zenodo.15319956

Abstract

In 2025, legal rulings like the UK Supreme Court’s decision defining “sex” as biological sex and the U.S. Executive Order 14168 recognizing only two sexes are reshaping workplace policies. These changes impact all job seekers, including transgender individuals, in accessing facilities, participating in sports, and communicating professionally. They signal a resurgence of binary-sex norms in some countries, while others, like China and certain Middle Eastern and South Asian countries, maintain persistent conservative stances, creating a complex global job market. This practical advice offers five actionable steps for professionals in marketing, international business, hospitality, and academia: understand legal policies, align CV presentation with organizational expectations, adopt inclusive language (e.g., “their” over “his or her”), prepare for facility and sports challenges, and stay informed on diversity, equity, inclusion, and accessibility trends. Transgender job seekers, facing unique obstacles like higher unemployment rates, particularly benefit from this article’s suggested strategies. This article provides a citable roadmap for crafting competitive, inclusive applications in 2025’s digital-first job market.

Keywords: United Kingdom Supreme Court ruling, biological sex, transgender job seekers, workplace facilities, language inclusivity, CV presentation, pronouns, job search strategies, diversity equity inclusion and accessibility, DEIA, marketing professionals, international business, hospitality, academic jobs, career development, GEMS2025, Global Empirical Marketing Studies

⭐ Pornpitakpan, C. (2025). AI-proof & SEO-smart CVs: Tackling socio-legal contexts in 2025. Global Empirical Marketing Studies, 1(1), Article e6.2025.05.02. https://doi.org/10.5281/zenodo.15320293 

Read and download PDF: https://doi.org/10.5281/zenodo.15320293

Abstract

In the rapidly evolving job market of 2025, artificial intelligence (AI) and search engine optimization (SEO) are transforming how candidates are discovered and evaluated, while socio-legal contexts add new challenges. Applicant tracking systems (ATS) parse CVs, search engines rank online portfolios, recruiters access applications across diverse devices, and legal rulings shape workplace policies. This practical advice offers a step-by-step guide to optimize CVs for ATS compatibility, SEO visibility, cross-device adaptability, and alignment with socio-legal contexts like the United Kingdom’s 2025 Supreme Court ruling on biological sex. Job seekers in marketing, international business, hospitality, and beyond can maximize their interview prospects by following these evidence-informed best practices, bridging academic insights with real-world application in a digital-first job landscape.

Keywords: CV optimization, applicant tracking systems (ATS), search engine optimization (SEO), AI-driven recruitment, cross-device adaptability, job search strategies, digital-first job market, personal branding, keyword integration, tagged PDFs, career development, GEMS2025, Global Empirical Marketing Studies

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