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This research aims to analyze the digital marketing communication strategies carried out by influencers via TikTok Live Streaming. The basic concept used in this research is the SOSTAC Model of Digital Marketing Theory from PR Smith. This type of qualitative descriptive research uses as many as five informants who own TikTok accounts. Data collection techniques were conducted through in-depth interviews and observations of each informant's TikTok Live Streaming. Data analysis uses the Miles and Huberman interactive model. The research results showed that TikTok Live Streaming was used as a digital marketing communication medium. This feature makes it easier for consumers to get product information. Influencers play an important role in TikTok Live Streaming regarding consumer behavior, purchasing decisions, and purchase intentions. Influencers can build relationships with consumers, especially for businesses targeting millennial customers, while social media is used to encourage product engagement and brand loyalty. Influencers have credibility and understanding regarding the products of the brand they are communicating with. When doing live streaming, influencers need a strategy, tactics, action, and control to reach the target market more quickly. Digital marketing communication strategies can increase communication messages' effectiveness and help achieve communication goals. [ABSTRACT FROM AUTHOR]

The present paper aims to empirically examine the effect of promoters' holdings and institutional holdings on dividend payout ratio and the firm value. Most importantly, this paper explores the age and size of the firm as the moderators in the relationships. Data collected from 23 companies from India and 253 data points were analyzed to test the hypothesized relationships. The results indicate that promoters' holdings and institutional holdings are positively associated with dividend payout ratio and firm value. Further, moderator hypotheses suggest that (i) firm age moderates the relationship between promoters' holdings and dividend payout ratio, (ii) firm size moderates the relationship between institutional holdings and dividend payout ratio, (iii) firm age moderates the relationship between promoters' holdings and firm value, and (iv) firm size moderates the relationship between institutional holdings and firm value. The implications for theory and practice are discussed. The conceptual model developed and tested in this research contributes to both the literature on dividend payout ratio and firm value and to the needs of institutional investors interested in increasing the firm value. [ABSTRACT FROM AUTHOR]

The aim of this study was to evaluate whether trading experience reduces exposure to heuristic-driven biases, namely availability bias, anchoring and adjustments bias, representativeness bias, and confirmation biases of individual investors operating in the Indian stock market, through the moderating role of the Big Five personality traits. To achieve these research objectives, primary data were collected through a structured questionnaire. The sample consisted of 408 individual investors trading on the Indian stock market, who were selected on a convenient basis. Confirmatory factor analysis and Cronbach's alpha were used to measure the validity and reliability of the data. Further analysis was conducted using Pearson's correlation and multiple regression. The results of this study prove that increased trading experience does not always reduce the susceptibility to heuristic biases. Increased trading experience reduces the susceptibility to availability, and anchoring and adjustment heuristics of individual investors operating on the Indian stock market. The present study has some relevant implications for investors, portfolio managers, financial advisors, and other interested persons in the stock market. [ABSTRACT FROM AUTHOR]

Using a unique sample constructed by 600 investors' responses to a structured questionnaire, we investigate the impact of behavioral biases on the investors' investment decision making in the Pakistani equity market, as well as the roles that market anomalies and financial literacy play in the decision making process. We first document the empirical evidence to support that the behavioral biases and market anomalies are closely associated and that these two factors significantly influence the investors' investment decision making. The additional analyses confirm the mediating roles of certain market anomalies in the association between the investors' behavioral biases and their investment decision making. Furthermore, empirical evidence reveals that financial literacy moderates the association between behavioral biases and market anomalies, and eventually influences the investors' investment decision making. Overall, although the results are inconclusive for the relationships between certain variables, our results highlight the importance of financial literacy in terms of optimal investment decision making of individuals and the stability of the overall stock market. [ABSTRACT FROM AUTHOR]

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