Efecto de la confianza en la lealtad y el eWOM en las comunidades virtuales de marca.

La confianza en la marca y en la Comunidad Virtual de Marca (CVM) pueden contribuir a la generación de lealtad a la marca y eWOM positivo. Sin embargo, no han sido muchos los estudios empíricos que han incluido ambos tipos de confianza en la evaluación de los resultados de las CVM. Por lo tanto, este trabajo tiene como objetivo explorar cómo la confianza en la marca y la confianza en la comunidad influyen en la lealtad y en el eWOM. Para ello se emplearon datos procedentes de una encuesta realizada a usuarios de CVM que fueron analizados mediante la técnica PLS. Los resultados confirman que la confianza en la marca influye en la lealtad y en el eWOM tanto directamente, como indirectamente a través de la confianza en la CVM. Además, la lealtad favorece la generación de eWOM. Las implicaciones para la práctica de marketing son comentadas.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Análisis de la intención de realizar comercio social en webs con herramientas sociales

El comercio social, o comercio a través de los medios sociales (también conocido como social commerce) es una de las modalidades de comercio electrónico con mayor potencial de crecimiento. Sin embargo, su estudio aún es limitado, por lo que las dinámicas y elementos que afectan a la intención de realizar comercio social requieren de una mayor investigación. La bibliografía existente principalmente analiza la intención de los usuarios de practicar comercio social en una red social, pero no en una web de comercio electrónico que tenga sus propias herramientas sociales (p. ej. foros, valoraciones de productos, etc.). Por lo tanto, la presente investigación tiene como objetivo identificar los antecedentes de la intención de comercio social en webs de comercio electrónico en las que se emplean herramientas sociales. A partir de la revisión de la literatura, se desarrolla un modelo para analizar la influencia de cinco posibles antecedentes de la intención de comercio social: calidad de la web, apoyo social emocional, apoyo social informativo, presencia social e inmersión o flow. Para ello, se realizó un estudio empírico entre los usuarios de una web de comercio electrónico que cuenta con un sistema de valoración, comentarios de productos y foros. Los datos se obtuvieron a partir de una encuesta realizada a 200 compradores, y fueron analizados mediante la técnica PLS. Los resultados indican que los elementos más racionales y emocionales de la experiencia del usuario, como son la calidad del sitio web, flow y el apoyo social emocional, son los que motivan la compra; mientras que la presencia social y el apoyo social informativo, no son significativos. Este estudio contribuye a la teoría del comportamiento del consumidor al aplicar variables predictivas de la intención de comercio social a webs con herramientas sociales. Además, los resultados ayudan a los profesionales del comercio electrónico a mejorar el uso que hacen de las herramientas sociales.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Health Benefits of Urban Agriculture

Health professionals increasingly recognize the value of farm-and garden-scale urban agriculture. Growing food and non-food crops in and near cities contributes to healthy communities by engaging residents in work and recreation that improves individual and public well-being. This article outlines the benefits of urban agriculture with regard to nutrition, food security, exercise, mental health, and social and physical urban environments. Potential risks are reviewed. Practical recommendations for health professionals to increase the positive benefits of urban agriculture are provided

D7.2 1st experiment planning and community management

The present deliverable, outlines the overall strategy for approaching the tasks of (a) developing and sustaining an engaged school-based community of ProsocialLearn users; and (b)planning and facilitating small-scale and large-scale school-based evaluation studies of the Prosocial Learn technological solution. It also presents the preliminary work undertaken so far, and details the activities planned for M9-15 with respect to community development and small-scale studies

Participating in open innovation of services in social media

Services are becoming more information and knowledge intensive. The ability to utilize and manage customer information and knowledge effectively can create competitive advantage for companies. On the other hand, the explosive growth of social media users has created a revolutionary new trend which offers companies new unique opportunities to utilize the information and knowledge capital of social media. Companies started to realize the huge potential of social media as a source of R&D service innovations and as a long-term customer relationships generator. The objective of this research in progress paper is to focus on the factors, which explain brand community members\u27 participation in open innovation of services in social media environments. It is important from both the research and business viewpoint to identify the factors, which motivate users to participate in open innovation activities of brand communities and in generating value for the company. According to preliminary results, the suggested constructs explain preceding factors for participation in open innovation of services

Multimedia-based Medicinal Plants Sustainability Management System

Medicinal plants are increasingly recognized worldwide as an alternative source of efficacious and inexpensive medications to synthetic chemo-therapeutic compound. Rapid declining wild stocks of medicinal plants accompanied by adulteration and species substitutions reduce their efficacy, quality and safety. Consequently, the low accessibility to and non-affordability of orthodox medicine costs by rural dwellers to be healthy and economically productive further threaten their life expectancy. Finding comprehensive information on medicinal plants of conservation concern at a global level has been difficult. This has created a gap between computing technologies’ promises and expectations in the healing process under complementary and alternative medicine. This paper presents the design and implementation of a Multimedia-based Medicinal Plants Sustainability Management System addressing these concerns. Medicinal plants’ details for designing the system were collected through semi-structured interviews and databases. Unified Modelling Language, Microsoft-Visual-Studio.Net, C#3.0, Microsoft-Jet-Engine4.0, MySQL, Loquendo Multilingual Text-to-Speech Software, YouTube, and VLC Media Player were used. Keywords: Complementary and Alternative Medicine, conservation, extinction, medicinal plant, multimedia, phytoconstituents, rural dweller

Bridging, linking, and bonding social capital in collective action: The case of Kalahan Forest Reserve in the Philippines

"This paper seeks to identify the factors which are responsible for successful management of natural resources when communities are given opportunities to manage those resources. Applying the social capital framework, it analyzes empirical data from the well known case of Kalahan Educational Foundation, the Philippines. The study confirms previous findings, which have emphasized the high level of cohesion and traditional norms among a homogeneous community of indigenous peoples (bonding social capital) as a success factor. This study further identifies that for effective management of collective action, mobilization of bridging and linking social capital are equally important as they do not only help mobilize external resources but, at times, also promote bonding social capital." authors' abstractKalahan, People's Organization (PO), Bonding, Bridging, Linking social capital, Governance, Collective action, Environmental risk,

Cultivating Camden: The City's Food Economy Strategy

The food system is an important part of the economy; food manufacturing can provide much needed low- and moderate-skill jobs; local food production, preparation, and distribution offer entrepreneurial opportunities; and agricultural products are among the nation's strongest and largest exports. This publication analyzes Camden's current food economy and makes a number of recommendations to improve food access and increase economic opportunities for Camden City residents through food-related economic development. The strategy combines current innovative projects with recommendations for future investments, programs, and policies. It is structured around four broad groups of implementers: Institutions, Government, Community Organizations, and Economic Development Organizations

EXPLANATORY STUDY: THE IMPACT OF TRUST IN KASKUS ON KASKUSERS PURCHASE INTENTION

Big potential market in Virtual Communities (VCs) make Consumer to Consumer (C2C) websites focusing on increasing their customer bases by converting members of their VCs into C2C buyers and sellers. This phenomenon is called e-commerce based on social network (ESN). One of Indonesia’s website which apply ESN is Kaskus. The objective of this study is to propose a framework on the understanding of how trust in Kaskuser and trust in www.kaskus.co.id or vendors in Kaskus affect purchase intention. A questionnaire was adopted from Lu et al. (2010) for online survey. Non probability sampling method is used for collecting data. The sample consisted of 210 registered member of Kaskus. Data were analiyzed through descriptive statistics, SPSS, and LISREL. Result of the study finds the positive impact of trust in Kaskus on Kaskuser’s purchase intention. All antecedents of trust are proved have postive impact on both trust in members and trust in website/vendor’s which lead to intention to get information, and purchase intention thereafter. However, trust in Kaskuser shows negative impact on www.kaskus.co.id or trust in vendors. In addition, from all antecedents of trust, structural assurances has the greatest impact into Kaskuser’s purchase intention