Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions

in pressThe use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts' perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.Peer reviewe

Re-examining and re-conceptualising enterprise search and discovery capability: towards a model for the factors and generative mechanisms for search task outcomes.

Many organizations are trying to re-create the Google experience, to find and exploit their own corporate information. However, there is evidence that finding information in the workplace using search engine technology has remained difficult, with socio-technical elements largely neglected in the literature. Explication of the factors and generative mechanisms (ultimate causes) to effective search task outcomes (user satisfaction, search task performance and serendipitous encountering) may provide a first step in making improvements. A transdisciplinary (holistic) lens was applied to Enterprise Search and Discovery capability, combining critical realism and activity theory with complexity theories to one of the worlds largest corporations. Data collection included an in-situ exploratory search experiment with 26 participants, focus groups with 53 participants and interviews with 87 business professionals. Thousands of user feedback comments and search transactions were analysed. Transferability of findings was assessed through interviews with eight industry informants and ten organizations from a range of industries. A wide range of informational needs were identified for search filters, including a need to be intrigued. Search term word co-occurrence algorithms facilitated serendipity to a greater extent than existing methods deployed in the organization surveyed. No association was found between user satisfaction (or self assessed search expertise) with search task performance and overall performance was poor, although most participants had been satisfied with their performance. Eighteen factors were identified that influence search task outcomes ranging from user and task factors, informational and technological artefacts, through to a wide range of organizational norms. Modality Theory (Cybersearch culture, Simplicity and Loss Aversion bias) was developed to explain the study observations. This proposes that at all organizational levels there are tendencies for reductionist (unimodal) mind-sets towards search capability leading to fixes that fail. The factors and mechanisms were identified in other industry organizations suggesting some theory generalizability. This is the first socio-technical analysis of Enterprise Search and Discovery capability. The findings challenge existing orthodoxy, such as the criticality of search literacy (agency) which has been neglected in the practitioner literature in favour of structure. The resulting multifactorial causal model and strategic framework for improvement present opportunities to update existing academic models in the IR, LIS and IS literature, such as the DeLone and McLean model for information system success. There are encouraging signs that Modality Theory may enable a reconfiguration of organizational mind-sets that could transform search task outcomes and ultimately business performance

Education for Sustainable Development in Foreign Language Learning

This unique volume utilizes the UNESCO Education for Sustainable Development (ESD) framework to illustrate successful integration of sustainability education in post-secondary foreign language (FL) learning. Showcasing a variety of approaches to using content-based instruction (CBI) in college-level courses, this text valuably demonstrates how topics relating to environmental, social, and cultural dimensions of sustainability can be integrated in FL curricula. Chapters draw on case studies from colleges throughout the US and consider theoretical and practical concerns relating to models of sustainability-based teaching and learning. Chapters present examples of project-, problem-, and task-based approaches, as well as field work, debate, and reflective pedagogies to enhance students’ awareness and engagement with sustainable development issues as they acquire a foreign language. Insights and recommendations apply across languages and highlight the potential contribution of FL learning to promote sustainability literacy amongst learners. This text will benefit researchers, academics, and educators in higher education with an interest in Modern Foreign Languages, sustainability education, training, and leadership more broadly

Envisaging AR travel revolution for visiting heritage sites:A mixed-method approach

Augmented Reality (AR) offers transformative potential for augmenting and replacing realities within a wide range of business and social applications. Within this, this study explores antecedents of behavioral adoption of AR mobile travel apps to visit a heritage site by substituting in-person and corporeal tourism experiences through a visualization technique that overlays 3D simulated architecture in front of a user. This research specifically investigates the collective impact of perceived app attributes of the AR service model, and critical characteristics of users in terms of their underlying psychological predispositions impacting their behavioral intention to use AR travel apps for heritage tourism in an emerging nation. In pursuance of this, we adopt a unique mixed-method research methodology where industry experts and travel enthusiasts are invited to delve into the phenomenon and identify facilitators of AR mobile app adoption for heritage tourism in India. Empirical findings find that experiential authenticity, service quality, and user innovativeness are the significant underlying factors expediting the use of AR mobile apps. Additionally, with a focus on the sustainability aspect of AR tourism, this study considers sustainability within travel. This construct is critical since it discerns how it affects the boundary conditions in the light of consumers' personality characteristics for determining intention to use AR apps, thereby providing insightful inferences for the tourism industry and research.</p

Improving Hybrid Brainstorming Outcomes with Scripting and Group Awareness Support

Previous research has shown that hybrid brainstorming, which combines individual and group methods, generates more ideas than either approach alone. However, the quality of these ideas remains similar across different methods. This study, guided by the dual-pathway to creativity model, tested two computer-supported scaffolds – scripting and group awareness support – for enhancing idea quality in hybrid brainstorming. 94 higher education students,grouped into triads, were tasked with generating ideas in three conditions. The Control condition used standard hybrid brainstorming without extra support. In the Experimental 1 condition, students received scripting support during individual brainstorming, and students in the Experimental 2 condition were provided with group awareness support during the group phase in addition. While the quantity of ideas was similar across all conditions, the Experimental 2 condition produced ideas of higher quality, and the Experimental 1 condition also showed improved idea quality in the individual phase compared to the Control condition

Reproducing the Status Quo in the Middle School English Classroom: A Critical Examination of Literacy Learning Via Personalized Learning Technology

Personalized learning technology (PL Tech) is a growing educational reform movement supported by federal grant dollars. As a bourgeoning educational movement, no research has been conducted to explore the potential effects of such structures in supporting student literacy learning. Additionally, current education reform research often lacks the perspective of the students experiencing the reform. Therefore, this study sought to examine the lived experiences of middle school students using PL Tech to understand what structural and cultural arrangements influenced students’ literacy learning. Portraiture, a qualitative methodology, was employed to conduct the study at a charter school in Fresno, California implementing PL Tech for all students grades 5-8. Over 4 months, various documents and artifacts were analyzed, observations logged, individual unstructured and semi-structured interviews with 4 middle school students and school personnel conducted, and 2 student focus group interviews conducted. All data were coded and analyzed using the Zoom Model through the lens of Race Critical Code studies and Culturally Historic Responsive Literacy Framework. Findings from this study suggest that PL Tech impacts the relationship students create with learning and literacy. Challenges were found in relying upon a platform to deliver learning experiences rather than relying upon highly trained educators. Students reported becoming efficient readers but experiencing stress associated with literacy and learning due to constant assessments and pacing. Learning was viewed as a set of disparate skills and situated within coded inequities. Marketed for student learning, PL Tech was found to be personalized for the site rather than the students. The implications from the study suggest that state-level education policy for bilingual education, teacher evaluation processes, and the desire for equitable learning contexts for all students is at odds with the PL Tech platform implemented in this study. More research is needed on PL technology to better understand the learning science informing the development of the PL tech systems and on how PL technology impacts literacy learning beyond high school

Education for Sustainable Development in Foreign Language Learning

This unique volume utilizes the UNESCO Education for Sustainable Development (ESD) framework to illustrate successful integration of sustainability education in post-secondary foreign language (FL) learning. Showcasing a variety of approaches to using content-based instruction (CBI) in college-level courses, this text valuably demonstrates how topics relating to environmental, social, and cultural dimensions of sustainability can be integrated in FL curricula. Chapters draw on case studies from colleges throughout the US and consider theoretical and practical concerns relating to models of sustainability-based teaching and learning. Chapters present examples of project-, problem-, and task-based approaches, as well as field work, debate, and reflective pedagogies to enhance students’ awareness and engagement with sustainable development issues as they acquire a foreign language. Insights and recommendations apply across languages and highlight the potential contribution of FL learning to promote sustainability literacy amongst learners. This text will benefit researchers, academics, and educators in higher education with an interest in Modern Foreign Languages, sustainability education, training, and leadership more broadly