{"id":324718,"date":"2022-11-16T16:47:20","date_gmt":"2022-11-16T21:47:20","guid":{"rendered":"https:\/\/yfile.news.yorku.ca\/?p=324718"},"modified":"2025-04-02T12:22:57","modified_gmt":"2025-04-02T16:22:57","slug":"schulich-research-shows-companies-how-to-gain-positive-audience-attention","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/yfile\/2022\/11\/16\/schulich-research-shows-companies-how-to-gain-positive-audience-attention\/","title":{"rendered":"Schulich research shows companies how to gain positive audience attention"},"content":{"rendered":"\n

New research from York University\u2019s Schulich School of Business reveals how organizations can garner more favourable evaluations or ratings from external audiences.  <\/h3>\n\n\n\n
\"Majid
Majid Majzoubi<\/figcaption><\/figure><\/div>\n\n\n\n

The findings are contained in the paper \u201cGoing Beyond Optimal Distinctiveness: Strategic Positioning for Gaining an Audience Composition Premium<\/a>,\u201d which was published in the Strategic Management<\/em> Journal. <\/em>The paper was co-authored by Majid Majzoubi<\/strong><\/a>, assistant professor in the strategic management area at the Schulich School of Business, and Eric Yanfei Zhao, associate professor of strategy and entrepreneurship at the Kelley School of Business, Indiana University.<\/p>\n\n\n\n

The study looked at how companies can strategically position themselves to gain more attention from audiences with positive predispositions toward them \u2013 what the researchers call an \u201caudience composition premium.\u201d<\/p>\n\n\n\n

The researchers state that \u201crecommender systems\u201d \u2013 a family of machine learning algorithms \u2013 can be used to discern an audience member's idiosyncratic predisposition toward a firm, even before they have evaluated it. The insights and predictions gained from these machine learning models can then be used to optimize a firm\u2019s positioning strategy.<\/p>\n\n\n\n

\u201cThe study's predictions are tested in the context of security analysts\u2019 investment recommendations of publicly listed U.S. firms,\u201d said Majzoubi. <\/p>\n\n\n\n

The study examines 152,312 investment recommendations issued by security analysts for public U.S. firms between 1997 and 2018, and uses topic modelling to analyze the textual content of firms\u2019 10-K filings and 297,931 earnings call transcripts. \u201cThe empirical analysis we conducted strongly supports the study's predictions,\u201d said Majzoubi. <\/p>\n\n\n\n

The researchers have publicly shared the code for their models and empirical analysis here<\/a>.<\/p>\n\n\n\n

Adds Majzoubi: \u201cTo gain higher aggregate evaluations, a firm should influence its audience composition so that it is evaluated primarily by audiences with favourable predispositions toward it \u2013 and evaluated less by those with unfavorable predispositions.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

New research from York University\u2019s Schulich School of Business reveals\u00a0how organizations can garner more favourable evaluations or ratings from external audiences.\u00a0\u00a0<\/p>\n","protected":false},"author":5,"featured_media":278258,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[11,22],"tags":[6,21,46,4],"yfileauthor":[],"qualifier":[],"yfile-author":[],"tags-to-show":[147,154,165],"workflow":[],"class_list":["post-324718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news","category-research-innovation","tag-faculty","tag-research","tag-schulich","tag-yfile","tags-to-show-faculty","tags-to-show-research","tags-to-show-schulich"],"acf":{"internal_publish_date":null,"original_image":null},"yoast_head":"\nSchulich research shows companies how to gain positive audience attention - YFile<\/title>\n<meta name=\"robots\" content=\"index, follow, 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