Fast-food advertising in social media. A case study on Facebook in Egypt

The purpose of this paper is to explore the factors that affect young Egyptian consumers' attitudes towards fast-food advertising in Facebook which is considered the most widely used social media network. 4 focus groups were conducted with young consumers from 2 Egyptian cities. Content analysis was applied for the Egyptian fast-food Facebook fan pages with the aid of the NVivo software. The findings of this exploratory study have shown that young consumers are accepting the idea of fast food advertising in Facebook. Moreover, the research provides a framework for the factors that lead to consumers' engagement with the advertisements on Facebook. With the increase in the popularity of social media websites among the young generation, fast-food marketers find it a more effective medium for advertising for their chains among that segment. The research provides insights for marketers to make their advertisements more effective on Facebook. The participants in the focus groups were young consumers in Egypt. It would be useful to expand the sample and conduct the research in other developing and developed countries with more consumers from other age groups. Consumer attitude towards advertising as a topic generates interest from academics and practitioners in looking at analysis of the effectiveness and success of advertisements in social media. Therefore this research adds value in that, so far, there is very little academic literature on this particular topic examining young Egyptian consumers' attitudes towards fast-food advertising in Facebook

A Cultural Heritage Forum Celebrating Technological Innovation at Station X

We aim to encourage and support public participation in heritage through the development of Cultural Heritage Forums, a kind of cultural web portal that enables active participation of communities of interest in a way that complements rather than replaces visits to physical cultural institutions. The cultural heritage forum described here (Station X) is concerned with promoting an understanding of technology innovation in the areas of computing and cryptography. We propose a number of scenarios concerning how the forum can be designed, drawing on our earlier work in using knowledge modelling and text analysis to support the exploration of digital resources

Promising Beginning? Evaluating Museum Mobile Phone Apps

Since 2009 museums have started introducing mobile apps in their range of interpretative media and visitor services. As mobile technology continues to develop and permeate all aspects of our life, and the capabilities of smart phones increase while they become more accessible and popular, new possibilities arise for cultural institutions to exploit these tools for communicating in new ways and promoting their exhibitions and programmes. The use of mobile apps opens up new channels of communication between the cultural institution and the user, which extent to his or her personal space and go beyond the boundaries of the museum’s walls. The paper presents a survey carried out of mobile apps designed by art or cultural historical museums and analyses the wider issues which are raised by the findings. It discusses, among others, the kind of use these apps were designed to fulfil (e.g. the majority are guided tours to the permanent collections or to temporary exhibitions), the layering of content,and the type of user interaction and involvement they support

Chatbots for learning: A review of educational chatbots for the Facebook Messenger

With the exponential growth in the mobile device market over the last decade, chatbots are becoming an increasingly popular option to interact with users, and their popularity and adoption are rapidly spreading. These mobile devices change the way we communicate and allow ever-present learning in various environments. This study examined educational chatbots for Facebook Messenger to support learning. The independent web directory was screened to assess chatbots for this study resulting in the identification of 89 unique chatbots. Each chatbot was classified by language, subject matter and developer's platform. Finally, we evaluated 47 educational chatbots using the Facebook Messenger platform based on the analytic hierarchy process against the quality attributes of teaching, humanity, affect, and accessibility. We found that educational chatbots on the Facebook Messenger platform vary from the basic level of sending personalized messages to recommending learning content. Results show that chatbots which are part of the instant messaging application are still in its early stages to become artificial intelligence teaching assistants. The findings provide tips for teachers to integrate chatbots into classroom practice and advice what types of chatbots they can try out.Web of Science151art. no. 10386

Vodcast Impact on Students\u27 Attitudes and Behavioral Intentions

Purpose: This paper uses structural equation modeling to assess the effectiveness of Vodcasts (video podcasts) as part of a university’s communication strategy with prospective students. Design/methodology/approach: Three theoretical models were tested using a structural equation model. Findings: We find that perceived informativeness, credibility, and irritation of the advertising are directly related to the value of the Vodcast advertising. However of those three factors, only the informativeness is directly related to the intent to take further action toward enrollment. In addition, while prior work has suggested that perceived entertainment of advertising positively influences its perceived value, we find that for these university Vodcasts, perceived entertainment is not a statistically significant factor. Research limitations/implications: The results suggest that for Vodcasts used for these purposes, less attention should be given to entertainment value, and more attention should be focused on providing useful information in a manner that is credible and not irritating to students. Originality/value: Vodcasts have become part of the Internet multimedia experience and have been integrated into universities’ web-based promotion strategies. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of Vodcasts on attitudes and behavioral intentions

Mobile Advertising and its Acceptance by American Consumers

Mobile advertising creates opportunities for marketers to capture the attention of consumers on a one-to-one basis. However, there is little data proving the success of mobile advertising models. This study examined the drivers that influence consumer’s acceptance of SMS-based mobile advertisements and the differences in responses between two cultures, Finland and the United States. My questionnaire and conceptual model was taken from a study done in Finland in 2007. My results indicated that utility, context and trust are positively related to the acceptance of mobile advertising while sacrifice is negatively related. Control did not have a clear relationship to acceptance because three of the four questions about control averaged more than 6.0 on a seven-point scale meaning there was no variation in the responses. However, when a separate regression was done on the remaining control question, a strong positive relationship between that question and acceptance was found

Staff edutainment on a corporate intranet‐lessons learned

This paper discusses the results from a case study of an intranet‐based staff education programme at the national Swedish telecommunications corporation. The programme attempts to convey the environmental benefits of telecommunication services, aiming at increased staff awareness and new business opportunities. A multidisciplinary production team packaged the factual content in a rich mixture of audio and video clips, text, images, animations, quizzes, games, tests and polls. A standard Web browser with downloadable plug‐ins is used to view the material. The self‐paced studies on the intranet are followed by a seminar, combining the advantages of individual and teacher‐assisted education. The impact of the programme has been studied partly through a questionnaire distributed to a number of users, and partly through interviews. The results show that intranet‐based ‘edutainment’ is a practicable and successful tool for organizational learning. Ease of use, interactivity, ease of distribution and renewal, flexibility in time and space, are just some of the benefits offered. However, a number of pedagogical, organizational and technical requirements must be met in order to succeed Context, pedagogical aims and standards, content, information structure, user characteristics, management commitment, technical platform, media types, the production team, user interface and user tests are just a few of the important factors that must be considered This paper attempts to identify some of the factors essential to successful staff education on the corporate intranet, discussing observations and lessons learned from the case study

Entertainment in the 21st Century: Is an Independent Networked Multimedia Production and Promotion Firm a Viable Business Option in the Modern Entertainment Industry?

“Artists are being stifled by the ‘major label’ stance that exclusively demands what’s ours is ours and can only be handled by us. It should be more about creative freedom” (Monstercat Manifesto). Over the past fifteen years, we have witnessed how the internet has changed how entertainment is distributed and consumed. This has led to a change in behavior from major entertainment production firms, and has given way to the surge of independent labels and production houses. Now, entertainers can lead successful careers by reaching their audience through digital platforms, successfully decreasing production and distribution costs. Consumers can find an unlimited amount of ad-supported content that they can access for free. Understanding these change is vital in finding and solving the problems these changes have produced