Social media marketing across cultures: how does consumer behavior on Facebook brand pages differ between cultures

This dissertation explores the relationship between culture and social media marketing. Differences in consumer behavior on social media are analyzed. Hofstede’s cultural dimensions are employed to predict these differences between cultures. The data was organically gathered from 6750 posts from 225 different Facebook brand pages and 15 different countries. The gathered data included the engagement metrics such as the amount of likes, shares and comments and the various versions of likes such as: love, wow, funny, angry and sad. To the author’s knowledge this is the first study that uses real world organic data to analyze differences between cultures on social media. Descriptive results are displayed through charts and then the statistical significance is measured through linear regressions. Interesting differences were found that could be explained by Hofstede’s dimensions. One of these is that countries low in individualism and/or high in power distance share posts more than comment on them. Also, the use of the funny and wow emoticon responses seems to be related to higher scores on individualism. These findings have theoretical and practical implications. Some academics posit that cultures are converging, and cultural dimensions are becoming obsolete, because of new communication platforms such as social media (Sobol, Cleveland, & Laroche, 2018). Findings from this dissertation imply that Hofstede’s dimensions could still be powerful predictors of some consumer behavior patterns, even on Facebook. Managers could adopt more viral marketing campaigns in countries where posts get shared more and use invitations to tag friends in the opposite countries. Furthermore, they could become more aware of cultural differences in emoticon sentiment that might influence their success and cater to these expectations accordingly.Esta dissertação explora a relação entre cultura e marketing de redes sociais. São analisadas as diferenças entre o comportamento do consumidor nas redes sociais. As dimensões culturais de Hofstede são utilizadas para prever as diferenças entre culturas. Os dados foram recolhidos organicamente de 6750 publicações de 225 diferentes marcas de páginas de Facebook e de 15 países diferentes. Os dados recolhidos incluíram as métricas de engajamento, como número de gostos, partilhas, comentários e as várias versões dos gostos, como: adoro, wow, riso, ira, triste. Para o conhecimento do autor, este é o primeiro estudo que usa dados orgânicos do mundo real para analisar as diferenças entre culturas nas redes sociais. Resultados descritivos são exibidos através de gráficos e, em seguida, a significância estatística é medida através de regressões lineares. Foram encontradas diferenças interessantes que poderiam ser explicadas pelas dimensões de Hofstede. Uma delas é que os países com baixo individualismo e/ou alto em distância ao poder, fazem mais partilha de publicações em vez de comentários. Além disso, o uso de reações como riso e wow parecem estar relacionadas com pontuações mais altas em individualismo. Estas descobertas têm implicações teóricas e práticas. Alguns académicos postulam que as culturas estão a convergir e as dimensões culturais estão a tornarse obsoletas, graças às novas plataformas comunicação como as redes sociais (Sobol, Cleveland, & Laroche, 2018). Os resultados desta dissertação indicam que as dimensões de Hofstede ainda podem ser poderosos indicadores de alguns padrões de comportamento do consumidor, mesmo no Facebook. Os gerentes podem adotar mais campanhas de marketing virais em países onde as publicações são mais partilhadas e usar os convites para identificar amigos em países opostos. Além disso, eles podem tornar-se mais conscientes das diferenças culturais no uso das reações emocionais que podem influenciar mais o seu sucesso e atender de acordo com essas expectativas

MySpace or OurSpace: a Cross-Cultural Empirical Analysis of MySpace Comments

The goal of the current study was to compare users from two distinct cultures to examine the extent to which they communicate differently through MySpace comments and to see how such differences might relate to their cultural background and biological sex. For this purpose, Hofstede\u27s theories of individualism/collectivism and masculinity/femininity and Ting-Toomey\u27s face negotiation theory were used as frameworks. Content analysis was performed on 150 Hungarian and 150 American randomly selected MySpace comments. One-way ANOVAs and crosstabulations showed some significant differences and similarities between Hungarian and American MySpace comments. Real-life cultural differences and sex-linked differences were found to be reflected in the comments. Thus, this study found mixed evidence for the existence of a global MySpace culture that includes both global linguistic features and reflects upon elements from users\u27 own traditional cultur

Personalized sentiment classification based on latent individuality of microblog users

Sentiment expression in microblog posts often re-flects user’s specific individuality due to different language habit, personal character, opinion bias and so on. Existing sentiment classification algo-rithms largely ignore such latent personal distinc-tions among different microblog users. Meanwhile, sentiment data of microblogs are sparse for indi-vidual users, making it infeasible to learn effective personalized classifier. In this paper, we propose a novel, extensible personalized sentiment classi-fication method based on a variant of latent fac-tor model to capture personal sentiment variations by mapping users and posts into a low-dimensional factor space. We alleviate the sparsity of personal texts by decomposing the posts into words which are further represented by the weighted sentiment and topic units based on a set of syntactic units of words obtained from dependency parsing results. To strengthen the representation of users, we lever-age users following relation to consolidate the in-dividuality of a user fused from other users with similar interests. Results on real-world microblog datasets confirm that our method outperforms state-of-the-art baseline algorithms with large margins.

The real-world implications of an imaginary world: A netnography of a Harry Potter based virtual community (Hogwarts Running Club)

The rapid development, growth, and diffusion of technology throughout the world today has spurred an integration with socializing and engagement that is fast becoming a part of everyday life (Baym, 2015; Blank, 2012; Consalvo & Ess, 2011). One such manifestation of this new form of social interaction is communities formed online or virtual communities (Ridings, Gefen, & Arinze, 2002). Virtual communities have been in existence for over thirty years (Ridings, Gefen, and Arinze, 2002) and existing studies of these communities have yielded powerful insights into learning, communication, marketing, relationships, benefits of participation, and more (Hiltz & Wellman, 1997; Mamonov, Koufaris, & Benbunan-Fich, 2016; Nimrod, 2014; Welbourne, Blanchard, & Boughton, 2009; Wellman & Gulia, 1999; Winkelman & Choo, 2003). However, there are still aspects of virtual communities about which little is known. Therefore, this study utilized the qualitative research technique of Netnography (Kozinets, 2010; 2015) to explore the experiences of participation in a virtual community and the meanings participants associate with membership in this group. Specific research questions focused on motivations, potential benefits, and potential implications for participants’ offline reality. The Hogwarts Running Club (HRC), a virtual community established in 2014 (HRC, 2017), on Facebook was the study setting. This Facebook group had approximately 16,000 members who engaged in online discussions and activities that focused around the Harry Potter book series and running (HRC, 2018a). The posts within the virtual community Great Hall (named for a location that is significant in the Harry Potter book series) served as the source of study data. As the researcher was a member of the HRC, four qualitative techniques were utilized to alleviate concerns surrounding “backyard” research (Glesne & Peshkin, 1992). These four techniques were member checking (Lincoln & Guba, 1985), prolonged engagement in the study setting (Creswell & Miller, 2000; Lincoln & Guba, 1985), peer debriefing (Creswell, 2009; Lincoln & Guba, 1985), and reflexive journaling (Genoe & Liechty, 2016; Walsh, 2003). Findings of the study have been presented as three manuscripts with unique foci. Sense of Community (McMillan & Chavis, 1986), Serious Leisure (Stebbins, 2007; 2012), and benefits and motivations each serve as the focus of a manuscript where implications for research and application have been discussed

Affective automotive user interfaces

Technological progress in the fields of ubiquitous sensing and machine learning has been fueling the development of user-aware human-computer interaction in recent years. Especially natural user interfaces, like digital voice assistants, can benefit from understanding their users in order to provide a more naturalistic experience. Such systems can, for example, detect the emotional state of users and accordingly act in an empathic way. One major research field working on this topic is Affective Computing, where psycho-physiological measures, speech input, and facial expressions are used to sense human emotions. Affective data allows natural user interfaces to respond to emotions, providing promising perspectives not only for user experience design but also for safety aspects. In automotive environments, informed estimations of the driver’s state can potentially avoid dangerous errors and evoking positive emotions can improve the experience of driving. This dissertation explores Affective Automotive User Interfaces using two basic interaction paradigms: firstly, emotion regulation systems react to the current emotional state of the user based on live sensing data, allowing for quick interventions. Secondly, emotional interaction synthesizes experiences which resonate with the user on an emotional level. The constituted goals of these two interaction approaches are the promotion of safe behavior and an improvement of user experience. Promoting safe behavior through emotion regulation: Systems which detect and react to the driver’s state are expected to have great potential for improving road safety. This work presents a model and methods needed to investigate such systems and an exploration of several approaches to keep the driver in a safe state. The presented methods include techniques to induce emotions and to sample the emotional state of drivers. Three driving simulator studies investigate the impacts of emotionaware interventions in the form of implicit cues, visual mirroring and empathic speech synthesis. We envision emotion-awareness as a safety feature which can detect if a driver is unfit or in need of support, based on the propagation of robust emotion detection technology. Improving user experience with emotional interaction: Emotional perception is an essential part of user experience. This thesis entails methods to build emotional experiences derived from a variety of lab and simulator studies, expert feedback, car-storming sessions and design thinking workshops. Systems capable of adapting to the user’s preferences and traits in order to create an emotionally satisfactory user experience do not require the input of emotion detection. They rather create value through general knowledge about the user by adapting the output they generate. During this research, cultural and generational influences became evident, which have to be considered when implementing affective automotive user interfaces in future cars. We argue that the future of user-aware interaction lies in adapting not only to the driver’s preferences and settings but also to their current state. This paves the way for the regulation of safe behavior, especially in safety-critical environments like cars, and an improvement of the driving experience.Aktuelle Fortschritte in den Bereichen des Machine Learning und Ubiquitous Computing ermöglichen es heute adaptive Mensch-Maschine-Schnittstellen zu realisieren. Vor allem natürliche Interaktion, wie wir sie von Sprachassistenten kennen, profitiert von einem verbesserten Verständnis des Nutzerverhaltens. Zum Beispiel kann ein Assistent mit Informationen über den emotionalen Zustand des Nutzers natürlicher interagieren, vielleicht sogar Empathie zeigen. Affective Computing ist das damit verbundene Forschungsfeld, das sich damit beschäftigt menschliche Emotionen durch Beobachtung von physiologischen Daten, Sprache und Mimik zu erkennen. Dabei ermöglicht Emotionserkennung natürliche Interaktion auf Basis des Fahrer/innenzustands, was nicht nur vielversprechend in Bezug auf die Gestaltung des Nutzerelebnisses klingt, sondern auch Anwendungen im Bereich der Verkehrssicherheit hat. Ein Einsatz im Fahrkontext könnte so vermeidbare Unfälle verringern und gleichzeitig Fahrer durch emotionale Interaktion begeistern. Diese Dissertation beleuchtet Affective Automotive User Interfaces – zu Deutsch in etwa Emotionsadaptive Benutzerschnittstellen im Fahrzeug – auf Basis zweier inhaltlicher Säulen: erstens benutzen wir Ansätze zur Emotionsregulierung, um im Falle gefährlicher Fahrerzustände einzugreifen. Zweitens erzeugen wir emotional aufgeladene Interaktionen, um das Nutzererlebnis zu verbessern. Erhöhte Sicherheit durch Emotionsregulierung: Emotionsadaptiven Systemen wird ein großes Potenzial zur Verbesserung der Verkehrssicherheit zugeschrieben. Wir stellen ein Modell und Methoden vor, die zur Untersuchung solcher Systeme benötigt werden und erforschen Ansätze, die dazu dienen Fahrer in einer Gefühlslage zu halten, die sicheres Handeln erlaubt. Die vorgestellten Methoden beinhalten Ansätze zur Emotionsinduktion und -erkennung, sowie drei Fahrsimulatorstudien zur Beeinflussung von Fahrern durch indirekte Reize, Spiegeln von Emotionen und empathischer Sprachinteraktion. Emotionsadaptive Sicherheitssysteme können in Zukunft beeinträchtigten Fahrern Unterstützung leisten und so den Verkehr sicherer machen, vorausgesetzt die technischen Grundlagen der Emotionserkennung gewinnen an Reife. Verbesserung des Nutzererlebnisses durch emotionale Interaktion: Emotionen tragen einen großen Teil zum Nutzerlebnis bei, darum ist es nur sinnvoll den zweiten Fokuspunkt dieser Arbeit auf systeminitiierte emotionale Interaktion zu legen.Wir stellen die Ergebnisse nutzerzentrierter Ideenfindung und mehrer Evaluationsstudien der resultierenden Systeme vor. Um sich den Vorlieben und Eigenschaften von Nutzern anzupassen wird nicht zwingend Emotionserkennung benötigt. Der Mehrwert solcher Systeme besteht vielmehr darin, auf Basis verfügbarer Verhaltensdaten ein emotional anspruchsvolles Erlebnis zu ermöglichen. In unserer Arbeit stoßen wir außerdem auf kulturelle und demografische Einflüsse, die es bei der Gestaltung von emotionsadaptiven Nutzerschnittstellen zu beachten gibt. Wir sehen die Zukunft nutzeradaptiver Interaktion im Fahrzeug nicht in einer rein verhaltensbasierten Anpassung, sondern erwarten ebenso emotionsbezogene Innovationen. Dadurch können zukünftige Systeme sicherheitsrelevantes Verhalten regulieren und gleichzeitig das Fortbestehen der Freude am Fahren ermöglichen

Exploring language contact and use among globally mobile populations: a qualitative study of English-speaking short-stay academic sojourners in the Republic of Korea

This study explores the language contact and use of English speaking sojourners in the Republic of Korea who had no prior knowledge of Korean language or culture prior to arriving in the country. The study focuses on the use of mobile technology assisted l anguage use. Study participants responded to an online survey about their experiences using the Korean language when interacting with Korean speakers, their free time activities, and the types of digital and mobile technologies they used. The survey respon ses informed questions for later discussion groups, in which participants discussed challenges and solutions when encountering new linguistic and social scenarios with Korean speakers. Semi structured interviews were employed to examine the linguistic, soc ial and technological dimensions of the study participants’ brief sojourn in Korea in more depth. The interviews revealed a link between language contact, language use and a mobile instant messaging application. In the second phase of the study, online surveys focused on the language and technology link discovered in the first phase. Throughout Phase Two , the researcher observed the study participants in a series of social contexts, such as informal English practice and university events. Phase Two concluded with semi structured interviews that demonstrated language contact and use within mobile instant messaging chat rooms on participants’ handheld smart devices. The two phases revealed three key factors influencing the language contact and use between the study participants and Korean speakers. Firstly, a mutual perspicacity for mobile technologies and digital communication supported their mediated, screen to screen and blended direct and mediated face to screen interactions. Secondly, Korea’s advanced digital environment comprised handheld smart devices, smart device applications and ubiquitous, high speed Wi Fi their Korean speaking hosts to self reliance. Thirdly, language use between the study participants and Korean speakers incorporated a range of sociolinguistic resources including the exchange of symbols, small expressive images, photographs, video and audio recordings along with or in place of typed text. Using these resources also helped the study participants learn and take part in social and cultural practices, such as gifting digitally, within mobile instant messaging chat rooms. The findings of the study are drawn together in a new conceptual model which h as been called sociolinguistic digital acuity , highlighting the optimal conditions for language contact and use during a brief sojourn in a country with an unfamiliar language and culture

Male, female, and nonbinary differences in UK Twitter self-descriptions: A fine-grained systematic exploration

© 2021 The Authors. Published by De Gruyter. This is an open access article available under a Creative Commons licence. The published version can be accessed at the following link on the publisher’s website: https://doi.org/10.2478/jdis-2021-0018Purpose: Although gender identities influence how people present themselves on social media, previous studies have tested pre-specified dimensions of difference, potentially overlooking other differences and ignoring nonbinary users. Design/methodology/approach: Word association thematic analysis was used to systematically check for fine-grained statistically significant gender differences in Twitter profile descriptions between 409,487 UK-based female, male, and nonbinary users in 2020. A series of statistical tests systematically identified 1474 differences at the individual word level, and a follow up thematic analysis grouped these words into themes. Findings: The results reflect offline variations in interests and in jobs. They also show differences personal disclosures, as reflected by words, with females mentioning qualifications, relationships, pets, and illnesses much more, nonbinaries discussing sexuality more, and males declaring political and sports affiliations more. Other themes were internally imbalanced, including personal appearance (e.g., male: beardy; female: redhead), self-evaluations (e.g., male: legend; nonbinary: witch; female: feisty), and gender identity (e.g., male: dude; nonbinary: enby; female: queen). Research limitations: The methods are affected by linguistic styles and probably under-report nonbinary differences. Practical implications: The gender differences found may inform gender theory, and aid social web communicators and marketers. Originality/value: The results show a much wider range of gender expression differences than previously acknowledged for any social media site

Sentiment Analysis of Text Guided by Semantics and Structure

As moods and opinions play a pivotal role in various business and economic processes, keeping track of one's stakeholders' sentiment can be of crucial importance to decision makers. Today's abundance of user-generated content allows for the automated monitoring of the opinions of many stakeholders, like consumers. One challenge for such automated sentiment analysis systems is to identify whether pieces of natural language text are positive or negative. Typical methods of identifying this polarity involve low-level linguistic analysis. Existing systems predominantly use morphological, lexical, and syntactic cues for polarity, like a text's words, their parts-of-speech, and negation or amplification of the conveyed sentiment. This dissertation argues that the polarity of text can be analysed more accurately when additionally accounting for semantics and structure. Polarity classification performance can benefit from exploiting the interactions that emoticons have on a semantic level with words – emoticons can express, stress, or disambiguate sentiment. Furthermore, semantic relations between and within languages can help identify meaningful cues for sentiment in multi-lingual polarity classification. An even better understanding of a text's conveyed sentiment can be obtained by guiding automated sentiment analysis by the rhetorical structure of the text, or at least of its most sentiment-carrying segments. Thus, the sentiment in, e.g., conclusions can be treated differently from the sentiment in background information. The findings of this dissertation suggest that the polarity of natural language text should not be determined solely based on what is said. Instead, one should account for how this message is conveyed as well

Metafore mobilnih komunikacija ; Метафоры мобильной связи.

Mobilne komunikacije su polje informacione i komunikacione tehnologije koje karakteriše brzi razvoj i u kome se istraživanjem u analitičkim okvirima kognitivne lingvistike, zasnovanom na uzorku od 1005 odrednica, otkriva izrazito prisustvo metafore, metonimije, analogije i pojmovnog objedinjavanja. Analiza uzorka reči i izraza iz oblasti mobilnih medija, mobilnih operativnih sistema, dizajna korisničkih interfejsa, terminologije mobilnih mreža, kao i slenga i tekstizama koje upotrebljavaju korisnici mobilnih naprava ukazuje da pomenuti kognitivni mehanizmi imaju ključnu ulogu u olakšavanju interakcije između ljudi i širokog spektra mobilnih uređaja sa računarskim sposobnostima, od prenosivih računara i ličnih digitalnih asistenata (PDA), do mobilnih telefona, tableta i sprava koje se nose na telu. Ti mehanizmi predstavljaju temelj razumevanja i nalaze se u osnovi principa funkcionisanja grafičkih korisničkih interfejsa i direktne manipulacije u računarskim okruženjima. Takođe je analiziran i poseban uzorak od 660 emotikona i emođija koji pokazuju potencijal za proširenje značenja, imajući u vidu značaj piktograma za tekstualnu komunikaciju u vidu SMS poruka i razmenu tekstualnih sadržaja na društvenim mrežama kojima se redovno pristupa putem mobilnih uređaja...Mobile communications are a fast-developing field of information and communication technology whose exploration within the analytical framework of cognitive linguistics, based on a sample of 1005 entries, reveals the pervasive presence of metaphor, metonymy analogy and conceptual integration. The analysis of the sample consisting of words and phrases related to mobile media, mobile operating systems and interface design, the terminology of mobile networking, as well as the slang and textisms employed by mobile gadget users shows that the above cognitive mechanisms play a key role in facilitating interaction between people and a wide range of mobile computing devices from laptops and PDAs to mobile phones, tablets and wearables. They are the cornerstones of comprehension that are behind the principles of functioning of graphical user interfaces and direct manipulation in computing environments. A separate sample, featuring a selection of 660 emoticons and emoji, exhibiting the potential for semantic expansion was also analyzed, in view of the significance of pictograms for text-based communication in the form of text messages or exchanges on social media sites regularly accessed via mobile devices..