Contemporary Journal on Business and Accounting

Audience Responses to Advertisements Using Artificial Intelligence: A Case Study on Film Promotion

Ana Rimbasari — 2026-04-28

Purpose – This study examines audience responses to advertisements utilizing artificial intelligence (AI) in film promotion campaigns conducted via social media platforms. The advertisements employ AI technology to create interactive content for promotional purposes.

Design/methodology/approach – The research adopts a qualitative descriptive approach through a case study method, data were gathered via in-depth interviews and analyzed using triangulation techniques.

Findings – The findings indicate that the majority of audiences responded positively, perceiving the advertisements as innovative, engaging, and relevant to contemporary issues. AI-driven advertisements were considered effective in clearly conveying the intended message. However, some audiences faced difficulties in understanding the technical aspects of AI, with certain individuals unaware of its application in the advertisements. The campaign successfully enhanced audience engagement and reinforced the brand’s image as an innovative entity.

Originality – This study offers insights into the effectiveness of AI in marketing communication strategies within the entertainment industry.

The Influence of Family Ownership and Working Capital Strategy on Corporate Risk Taking and Its Impact on Corporate Innovation

Eunice Eunice — 2026-04-29

Purpose – This study aims to examine the effect of family ownership and working capital strategy on corporate risk-taking and its impact on corporate innovation in family firms in Indonesia.

Design/methodology/approach – This research employs a quantitative method using secondary data obtained from the financial statements of family firms in Indonesia. Data analysis is conducted to measure the relationships among family ownership, working capital strategy, corporate risk-taking, and corporate innovation.

Findings – The results are expected to show that family ownership and working capital strategy have a significant effect on the level of corporate risk-taking. Furthermore, corporate risk-taking is predicted to have a positive impact on corporate innovation. These findings indicate that family firms with good working capital management and a long-term orientation tend to be more prepared to take strategic risks to foster innovation.

Originality – This study provides an empirical contribution by integrating the roles of family ownership and working capital strategy into a single analytical framework to explain corporate risk-taking and its implications for corporate innovation. This research enriches the literature on family firm governance and financial management in the context of developing countries.

Sustainable Financial Decisions and Firm Value: Empirical Evidence on the Role of Green Investment in Manufacturing Companies

Sitti Murniati — 2026-04-28

Purpose – This study aims to analyze the effect of sustainable financial decisions on firm value in manufacturing companies and to examine the mediating role of green investment in the relationship. The study is motivated by the growing importance of sustainable finance practices that integrate financial performance with environmental responsibility to support long-term corporate sustainability and the achievement of sustainable development goals.

Design/methodology/approach – This research employs a quantitative approach using panel data analysis. The population consists of manufacturing companies listed on the Indonesia Stock Exchange during the observation period. The sample is determined using purposive sampling based on the availability of financial and sustainability reports. Data analysis includes descriptive statistics, classical assumption tests, and panel regression analysis. Furthermore, the mediating effect of green investment is tested using mediation analysis to evaluate whether green investment strengthens the relationship between sustainable financial decisions and firm value.

Findings – The results indicate that sustainable financial decisions have a positive and significant effect on firm value. Additionally, sustainable financial decisions positively influence green investment, suggesting that companies integrating sustainability principles into financial strategies tend to allocate more resources to environmentally friendly investments. The findings also reveal that green investment positively affects firm value and acts as a mediating variable in the relationship between sustainable financial decisions and firm value. This implies that companies that actively invest in environmentally sustainable projects can enhance their market valuation and long-term competitiveness.

Originality – This study contributes to the literature on sustainable finance and corporate value creation by integrating the concept of sustainable financial decision-making with green investment in explaining firm value within the manufacturing sector. The research highlights the strategic role of green investment as a mechanism that links financial sustainability practices to value creation, providing practical implications for corporate managers and policymakers in promoting environmentally responsible financial strategies.

The Effect Of Accounting Conservatism On Earnings Quality With Ownership Structure As A Moderating Variable

Lukman Tuwo — 2026-04-28

Purpose – This study investigates the effect of accounting conservatism on improving earnings quality, moderated by ownership structure. Agency theory and signaling theory are used to explain the relationship between the variables.

Design/methodology/approach – The study population consisted of manufacturing companies listed on the Indonesia Stock Exchange (IDX) from 2021 to 2023. Secondary data sources included financial statements and annual reports obtained from the Indonesia Stock Exchange and the companies' official websites. A sample of 97 companies spanning three years was selected using a purposive sampling method.

Findings – The results indicate that accounting conservatism has a positive and significant effect on earnings quality, institutional ownership has a positive and significant effect on earnings quality, and managerial ownership has a negative and significant effect on earnings quality.

Originality – This study also indicate that institutional ownership does not moderate the relationship between accounting conservatism and earnings quality. Finally, the study found that managerial ownership moderates the relationship between accounting conservatism and earnings quality.

Analysis of Relative Marketing Spending Efficiency Based on the Marketing-to-Revenue Ratio in Indonesian Retail Companies for the 2023-2025 Period

Lisa Polimpung — 2026-04-28

Purpose – This study aims to analyze the marketing-to-revenue ratio as an indicator of relative marketing expenditure efficiency in three retail companies in Indonesia and compare it across companies based on differences in business models.

Design/methodology/approach – This research uses a comparative case study approach with secondary data from annual financial reports of PT Sumber Alfaria Trijaya Tbk (AMRT), PT Midi Utama Indonesia Tbk (MIDI), and PT Ramayana Lestari Sentosa Tbk (RALS) for the 2023-2025 period. The marketing-to-revenue ratio is calculated using the formula selling expense divided by net revenue multiplied by 100%. The analysis was conducted descriptively and comparatively by comparing ratios across companies and global benchmarks.

Findings – The results show differences in the marketing-to-revenue ratio among the three companies. AMRT has an average ratio of 17.05% with an increasing trend and positive revenue growth. MIDI has an average ratio of 20.90% with a fluctuating trend and positive revenue growth. RALS has an average ratio of 4.15% with a decreasing trend accompanied by a decline in absolute revenue. Compared to the global retail industry benchmark (7.1%), AMRT and MIDI are far above it, while RALS is below it. However, being above or below the benchmark cannot be directly stated as efficient or inefficient without considering absolute revenue trends.

Originality – This study contributes by showing that the interpretation of the marketing-to-revenue ratio cannot be separated from absolute revenue trends in a comparative case study of three retail companies with different business models in Indonesia.

The Effectiveness of Fundraising Strategies at BAZNAS Bulukumba

Syamsidar Nur — 2026-04-29

Purpose – This research investigates the effect of effectiveness on the fundraising strategies implemented by the national Zakat Amil agency of Bulukumba Regency during the 2020-2022 period.

Design/methodology/approach – This research uses a mixed methods approach, which combines qualitative and quantitative methods in a single study. The data sources used in this research consist of two types, namely primary data obtained from interviews or questionnaire completion and secondary data, which are data obtained in a finished form and collected from existing documents.

Findings – The research results indicate that the effectiveness of fundraising strategies at the National Amil Zakat Agency (BAZNAS) of Bulukumba Regency experienced a significant increase during the 2020–2022 period, as evidenced by the rise in the number of donors, the amount of funds received, and the enhancement of the institution's image in the eyes of the public. This increase is inseparable from the implementation of strategies based on SWOT analysis, which placed the organization in an aggressive position (growth-oriented strategy), enabling it to optimally utilize internal strengths and external opportunities.

Originality – The findings of the research also indicate that the effectiveness of fundraising strategies is not only measured by the amount of funds raised, but also by the institution's ability to build long-term relationships with donors, increase public trust, and maintain program sustainability. This aligns with the view that effective fundraising must be able to integrate financial and non-financial aspects in its management.