Unobservable characteristics of board directors and the performance of financial services firms in Nigeria

The evolving needs of the consumers in the luxury cosmetic segment require the firms to pique consumer interest. This forces the firms to keep their focus on providing superior quality products and, at the same time, creating a memorable experience. The study is undertaken to provide a better understanding of experience through emotions. This study aims to investigate the strategies of experiential marketing used by luxury cosmetics companies for influencing consumer perception. Thus, the current study examines empirical studies selected using PRISMA guidelines to formulate a critical review of prevailing literature to arrive at the findings of the study. The results show that strategies such as free samples and exclusive distribution influence the probability of usage of products and cater to consumer expectations of exclusive approaches. In addition, the strategies of the online community, gift promotion, flagship stores, service from experts, and showbiz marketing can be used to create a meaningful brand experience. The brand image creation, stories associated with design, innovativeness, and product exclusivity enable the impactful contribution of experiential marketing. Thus, companies using immersive experience through technology should implement strategies like virtual shopping or event marketing for targeting consumers. In conclusion, the strategy of e-word of mouth using various social media platforms, event marketing, and storytelling have been identified to shape the feeling and experience of a consumer to influence attitude towards online shopping and maintain their engagement after a purchase.

This study examined the response of stock prices on the Indonesia Stock Exchange (IDX) to COVID-19 using an event study approach and the GARCH model. The research sample is the closing price of the Composite Stock Price Index (JCI) and companies that are members of LQ-45 in the 40-day period before the COVID-19 incident, 1 day during the COVID-19 incident (March 2, 2020) and 10 days after, January 6, 2020 – March 16, 2020. Empirical findings prove that abnormal returns react negatively to COVID-19, JCI volatility fluctuates widely during the COVID-19 event, and the GARCH(1,2) model can be used to assess volatility and predict stock abnormal returns in IDX in market conditions infected with COVID-19. The practical implication of the study’s findings for investors is that the COVID-19 event caused stock price volatility, which affects abnormal returns. Therefore, to face the conditions of uncertainty and increased volatility in the future, several lines of risk management are needed in managing a stock portfolio. In addition, it also opens up opportunities for speculators to profit in an inefficient market environment. This study is based on the empirical literature currently being developed to investigate the phenomenon of stock price volatility behavior during COVID-19 on the IDX. The GARCH model used proves that during the COVID-19 pandemic, stock price volatility increases and leads to a decrease in abnormal returns. The empirical findings also validate the efficient market hypothesis theory related to the study of events and the theory of financial behavior related to uncertainty.

This study applied Altman Z-score model to assess the bankruptcy risk of a set of multidisciplinary enterprises of various types, mainly small and medium enterprises, with data taken from official financial reports of 180 enterprises in Soc Trang province. The binary logistic regression was employed to assess the impact of non-financial and financial factors on the bankruptcy risk of enterprises. The research findings showed that both the non-financial factors such as business area, types and size of the business, the educational level of managers and executors and other characteristics, and the financial factors (indicators) such as earnings before tax, net profit/equity ratio, earnings before interest and tax/total assets ratio, equity/total debt ratio, affect the bankruptcy risk of enterprises. Predicting the bankruptcy risk and measuring its determinants play an important role not only as an effective managing tool of the business, but also as evidence for policymakers to support the sustainable development of business.