Netnography on wine researching : consumer attitudes towards wine consumption on social media

The purpose of this dissertation is to uncover digital consumer insights within the wine community in regards of what motivates them to drink wine and to join an online wine community. The study uses a qualitative approach called Netnography to study online behaviours and has selected the online wine community “Wine Folly” to examine its digital content. The current research on online behaviour in regards of wine consumption is quite limited. Therefore, the aim of this study is to examine feelings expressed towards wine consumption, motivations to join Wine Folly and perceptions members reveal towards the online wine community and wine. Results of the research indicate that there a level of confusion that distorts people’s choices when purchasing wine. Those who are less knowledgeable on the subject have expressed their interest in joining online wine communities for intellectual satisfaction. While some are interested in sharing information, others are more interested in developing relationships or seek social support from the community. These members wish to share their frustrations and challenges faced but also their experiences with the others, creating bonds along the way. Moreover, results show that members of the group had different perceptions in regards to wine consumption as they have developed different meanings and attitudes. For example, a perception of wine being a healthier lifestyle choice. Furthermore, the study highlights the implications and draws conclusions from the findings, offering strategic managerial recommendations. In addition, the research acknowledges its own limitations.O objetivo desta dissertação é descobrir as percepções digitais dos consumidores na comunidade vinícola em relação ao que os motiva a beber vinho e a ingressar em uma comunidade vinícola on-line. O estudo usa uma abordagem qualitativa chamada Netnography para estudar comportamentos online e selecionou a comunidade vinícola online "Wine Folly" para examinar seu conteúdo digital. A pesquisa atual sobre o comportamento on-line em relação ao consumo de vinho é bastante limitada. Portanto, o objetivo deste estudo é examinar os sentimentos expressos em relação ao consumo de vinho, as motivações para ingressar no Wine Folly e as percepções que os membros revelam em relação à comunidade e ao vinho online. Os resultados da pesquisa indicam que existe um nível de confusão que distorce as escolhas das pessoas ao comprar vinho. Aqueles com menos conhecimento sobre o assunto manifestaram interesse em ingressar em comunidades de vinho on-line para satisfação intelectual. Enquanto alguns estão interessados em compartilhar informações, outros estão mais interessados em desenvolver relacionamentos ou buscar apoio social. Esses membros desejam compartilhar suas frustrações e desafios enfrentados, mas também suas experiências com os outros, criando laços ao longo do caminho. Além disso, os resultados mostram que os membros do grupo tiveram percepções diferentes em relação ao consumo de vinho, pois desenvolveram significados e atitudes diferentes. Por exemplo, a percepção de que o vinho é uma opção de estilo de vida mais saudável. Além disso, o estudo destaca as implicações e tira conclusões dos temas identificados, oferecendo recomendações gerenciais estratégicas

Spaces for interactive engagement or technology for differential academic participation? Google Groups for collaborative learning at a South African University

Published ArticleThe rhetoric on the potential of Web 2.0 technologies to democratize online engagement of students often overlooks the discomforting, differential participation and asymmetrical engagement that accompanies student adoption of emerging technologies. This paper, therefore, constitutes a critical reality check for student adoption of technology to the extent that it explores the potential of Google Groups (i.e. self-organised online groups) to leverage collaborative engagement and balanced participation of students with minimal educator support. Community of Inquiry and a case study approach involving in-depth interviews with racially mixed students and Google Group artifacts were drawn upon as theoretical and methodological lenses for examining the equality of participation, academic rigor and complexity of engagement in Google Groups. Study findings were mixed: a semblance of authentic peer-based engagements, emergent academic networking, and inter-racial communication in Google Groups was juxtaposed with gender asymmetries in participation, dominance of group administrators’ postings and shallow collaborative engagements. The study, therefore, recommends actively engaged Group leaders who steer gender and racially balanced engagements, scaffold peer on-task behavior; including a sound pedagogical strategy anchored in collaborative problem-solving; authentic construction of knowledge; effective completion of collaborative tasks by students; and constructive assessments by the educator and peers

Factors Underlying Farmers’ Decisions to Participate in Networks

The objective of this elicitation study is to provide insights into farmers’ beliefs which influence their participation in knowledge exchange and innovation networks to enable the enhancement of network participation. A set of facilitating and impeding factors was obtained. Participants identified (a) 13 categories of behavioural beliefs (e.g. ‘You learn something’ and ‘Low perceived return on investment’), (b) 4 groups of normative beliefs (influence of colleagues, spouses, network coordinators and chain partners) and (c) 11 control beliefs (facilitators or barriers related to, for example, ‘Network skills’, ‘No time’ and ‘Perceived restraint by farmers in communicating openly and honestly’)

Factors Underlying Farmers’ Decisions to Participate in Networks

The objective of this elicitation study is to provide insights into farmers’ beliefs which influence their participation in knowledge exchange and innovation networks to enable the enhancement of network participation. A set of facilitating and impeding factors was obtained. Participants identified (a) 13 categories of behavioural beliefs (e.g. ‘You learn something’ and ‘Low perceived return on investment’), (b) 4 groups of normative beliefs (influence of colleagues, spouses, network coordinators and chain partners) and (c) 11 control beliefs (facilitators or barriers related to, for example, ‘Network skills’, ‘No time’ and ‘Perceived restraint by farmers in communicating openly and honestly’)

An audience perspective on the second screen phenomenon

Second screen applications are among the latest of the TV industry’s innovations to retain the TV viewer’s attention in a challenging multi-screen environment. These applications can be regarded as an extension of TV content consumed on a TV set towards lightweight portable devices such as tablets. While numerous commercial instances are available internationally and the existing literature on the topic from a technical perspective is extensive, the audience side of this phenomenon has been paid far less attention to. Moreover, in the case of Flanders, the successful commercial implementation of second screen applications remains limited. In this research, we aim to elicit what TV viewers’ expectations and preferences are regarding second screen functionalities. By applying means-end theory and a laddering approach we were able to discern how these preferences subsequently relate to the TV show itself, the consequences for the viewing experience, as well as how second screen applications and usages are expected to fit in the viewer’s everyday life

An Investigation of Microenterprise Capability-building via Access and Use of Technology

Micro-enterprises (businesses with one to five employees) lie at the heart of the American economy but are not well-researched. It is believed that technology adoption has the potential to spark strong growth among micro-enterprises, but current technology adoption models are tailored for large businesses and do not consider the human, social, and economic inputs peculiar to micro-enterprises. This research investigates how access to, and use of technology may lead micro enterprises to build capabilities that will help them increase their net income and hire more employees. Framed as a specification of Amartya Sen’s capability perspective, this research seeks, through a qualitative inductive multiple case study methodology, to generate concepts and theory tied to both the IS and the IT for Development literature. The contribution of this research is a carefully structured analysis of micro-enterprise IT Adoption that has implications for understanding micro-enterprise needs, how micro-enterprises function, and how micro-enterprises access and use technology to grow

Teenage Mutual Understanding: BRIDGING THE CULTURAL GAP

The present project seeks to put into practice the instruments and programmes that the national system of education in Uruguay has been developing upon the three pillars of the global context of the XXI Century: • an increased access to Information Technology, • the emergence of New Pedagogies, • and the Democratization of Education

Foreign language teachers living and learning in affinity spaces

This qualitative case study delves into the dynamics of three English language teachers living and learning within affinity spaces (AS). To capture comprehensive insights, the research used in-depth interviews and video recorded observations of interactions in AS. The analysis was conducted using Nvivo software for coding and categorizing the collected information. The findings of this study unveil the participants’ active involvement in various AS, with social networks and video games emerging as the most prevalent ones. While individual passions played a role in shaping the content shared, the teachers’ professional interests also significantly influenced the nature of their contributions. Within these affinity spaces, teachers engaged using new literacies, which enabled them to foster social interactions on topics of personal or professional interest, facilitating communication and collaboration, and even assuming different roles. In conclusion, the findings highlight a consistent and enthusiastic engagement of teachers within AS, emphasizing the potential these spaces hold for the evolving nature of education in the learners continue to navigate this landscape, the outcomes offer a valuable roadmap for harnessing the power of AS to foster meaningful learning experiences, authentic communication, and innovative teaching practices among English language teachers.Este estudio de caso cualitativo exploró la dinámica de participación en espacios afines (EA) de tres profesores de inglés para vivir y aprender. Para obtener una visión completa, la investigación empleó entrevistas a profundidad y observaciones video grabadas de interacciones en estos espacios. Los datos recopilados se analizaron utilizando el software Nvivo, codificando y categorizando la información. Los hallazgos de este estudio revelan la participación activa de los participantes en varios espacios afines, siendo las redes sociales y los videojuegos los más predominantes, donde las pasiones individuales, así como los intereses profesionales de los profesores influyeron significativamente en la naturaleza de sus contribuciones. Dentro de estos espacios afines, los profesores se involucraron usando nuevas literacidades, las cuales les permitieron fomentar interacciones sociales sobre temas de interés personal o profesional, facilitando la comunicación y la colaboración, e incluso asumiendo diferentes roles. En conclusión, los hallazgos resaltan un compromiso constante y entusiasta de los profesores dentro de los EA, enfatizando el potencial que estos tienen para la naturaleza en evolución de la educación en la era digital, donde los intereses personales, el crecimiento profesional y la adquisición de idiomas convergen dentro de comunidades digitales dinámicas. A medida que los educadores y los estudiantes continúan navegando en este panorama, los resultados ofrecen un valioso mapa para aprovechar el poder de los EA para fomentar experiencias de aprendizaje significativas, la comunicación auténtica y las prácticas innovadoras de enseñanza entre los profesores de inglés

Online Social Networking and International Students\u27 Adjustment

This research explored the phenomenon of social media in international students’ lives. It depicted how international students use social media during their stay in a host university. It asks, “How do international students develop their personal networks in the host country? What social media applications are used by international students during their stay in the U.S.? The study incorporated qualitative methods to interpret the experiences of 12 participants from 9 different countries studying in an American rural school of southern area of the U.S. Participants were interviewed individually for 30-45 minutes. The study findings were divided into 4 themes based on the major themes that emerged from the research questions. These themes were, Arrival Experiences, Online Support, Expanding Personal Networks, and finally, Social Media Usage and Popular Platforms. Findings suggest that international students do not depend on social media to address academic issues but rather prefer in person interaction with lab mates and faculty members for those problems. International students do, however, depend extensively on social media to help them adjust socially and culturally in their new environment. They use social media to maintain and develop ties to the host community by bridging friendships and establishing bonds. The results suggest that WhatsApp is a favorite app followed by Facebook. Interestingly, international students did not rely on apps that are popular in the U.S. Their reasons for this are related to their social capital needs and are discussed in Chapter 5