Early Access

Make ads skippable or not: The impact of ad type on brand recall, salience and conversion rate

Radka Bauerova, Veronika Koprivova

In today’s world, people are using digital platforms more than ever to communicate with friends, network, shop, learn and more. The average time spent on these platforms is increasing. Companies are naturally reflecting this fact in order to reach as many people as possible through these platforms and their advertising messages. However, users are constantly bombarded with advertising messages that fragment their attention. It is, therefore, important to study the effects of different types of…

DOI (& full text): doi.org/10.15240/tul/001/2025-5-009

Section: Marketing and Trade

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How can co-institutional investors enhance the core competitiveness of enterprises? Evidence from China

Xinyong Lu, Meinong Xi

As of 2023, institutional investors hold approximately 44.1% of the total market capitalization of China’s outstanding stocks. By simultaneously investing in multiple firms within the same industry, common institutional investors gain access to broader information channels and proprietary market insights at lower search costs. As shareholder linkages become increasingly common in the capital market, understanding their impact on firm behavior is of considerable practical relevance. This study…

DOI (& full text): doi.org/10.15240/tul/001/2025-5-017

Section: Business Administration and Management

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Environmental innovation and green low-carbon transitions: The moderating role of green regulatory pressure

Tingqian Pu

Environmental innovation is widely recognized as a key driver of sustainability, reducing greenhouse gas emissions and enhancing resource efficiency. However, the mechanisms through which it contributes to green low-carbon transitions remain underexplored, particularly in the context of varying regulatory environments. This study examines the relationship between environmental innovation and green low-carbon transitions, focusing on the moderating role of green regulátory pressure. Using panel…

DOI (& full text): doi.org/10.15240/tul/001/2025-5-021

Section: Economics

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