Examining the Causality Loop between Online Reviews and Consumer Acquisition – a Granger Causality Study from YouTube

A Granger Causality study is conducted to understand the causality loop between online reviews and consumer acquisition in YouTube. This paper aims to refute the long-lasting assumption that online reviews are exogenous to sales. By doing so, this paper posts a challenge in understanding the impact of online reviews on sales. By tracking 75 videos for 64 days, this paper found that negative online reviews drive and reflect on consumer acquisition, but positive online reviews only drive sales. These findings not only suggest caution to scholars that treat online reviews exogenous, but also provide specific implications to practitioners regarding positive and negative online review valence

Unconsciously Influential. Understanding sociotechnical Influence on social media

Over the last two decades, the rise of social media platforms such as Instagram, YouTube, and TikTok has sparked a global shift in commercial practices worldwide. People are exposed to and influenced by massive amounts of commercial content carefully and strategically integrated into these platforms’ social content. In addition, due to network structures, people’s engagement in the form of likes, comments, and simply viewing content results in the influence of people within and outside their network. In this study, we adopt a sociotechnical perspective and study the interplay between social and technical components in how influence is exercised on social media. Specifically, we identify the actors involved in the influence of commercial content and analyse how they exercise their influence for commercial purposes. Based on our findings and analysis, we present three contributions to Information systems literature: (1) how people have become unconsciously influential in spreading commercial content, which is the premise for social media commercial success, (2) how people’s social and commercial lives and contents are increasingly intertwined and (3) how this interweaving effect removes peoples’ ability to reflect on the content they engage with critically. Our study draws attention to the societal outcomes caused by technologies in practice

The Dynamic Effects of Perceptions of Dread Risk and Unknown Risk on SNS Sharing Behavior During Emerging Infectious Disease Events: Do Crisis Stages Matter?

In response to the increasing prevalence of emerging infectious disease (EID) threats, individuals are turning to social media platforms to share relevant information in ever greater numbers. In this study, we examine whether risk perceptions related to user-generated content have dynamic impacts on social networking site (SNS) sharing behavior in different crisis stages. To answer this question, we applied psychometric analysis to evaluate how dread risk and unknown risk can characterize EID threats. Drawing broadly on the literature of risk perceptions, self-perception theory, and crisis stages, we relied on microblogs collected from Sina Weibo, utilizing the vector autoregression model to analyze dynamic relationships. We found that perceptions of dread risk have a dominant and immediate impact on SNS sharing behavior in the buildup, breakout, and termination stages of EID events. Perceptions of unknown risk have a dominant and persistent impact on sharing behavior in the abatement stage. The joint effect of these two types of risk perception reveal an antagonism impact on SNS sharing behavior, and perceptions of dread- and unknown risk have interaction effects from the buildup to termination stages of EID events. To check robustness, we analyzed keywords related to perceptions of dread- and unknown risk. The results of this study support the empirical application of Slovic’s risk perception framework for understanding the characteristics of EID threats and provide a picture of how perceptions of dread- and unknown risk exert differential time-varying effects on SNS sharing behavior during EID events. We also discuss theoretical and practical implications for the crisis management of EID threats. This study is among the first that uses user-generated content in social media to investigate dynamic risk perceptions and their relationship to SNS sharing behavior, which may help provide a basis for timely and efficient risk communication

Global Trade in the Emerging Business Environment

Global Trade in the Emerging Business Environment explores global trade dynamics in the emerging business environment. Globalization, technological advancements, Industry 4.0, China’s Belt and Road Initiative, and the COVID-19 pandemic are changing the global trade ecosystem. Companies and countries need to evaluate these rapid changes and adjust their respective business strategies and policy formulations. This book discusses such strategies and how firms and countries can reposition themselves within the current environment

The Effect of Mobile Gamification on Brand Loyalty

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The entangled cyberspace: an integrated approach for predicting cyber-attacks

This thesis was submitted for the award of Doctor of Philosophy and was awarded by Brunel University LondonSignificant studies in cyber defence analysis have predominantly revolved around a single linear analysis of information from a single source of evidence (The Network). These studies were limited in their ability to understand the dynamics of entanglements related to cyber-incidents. This research integrates evidence beyond the network in an attempt to understand and predict phases of the kill-chain across the information space. This research provides a multi-dimensional phased analysis of the traditional kill-chain model using structural vector autoregressive models. In the ‘Entangled Cyberspace Framework’, each phase of the kill-chain corresponds to a single dimension of the information space based on time observations of certain events. Events are represented as time signals, where each phase is characterised by multiple time signals representing multiple events on that phase. Multiple time signals are analysed using structural models for multiple time series analysis (Vector Auto-Regressive models). At each phase of the kill-chain, we perform a lagged co-integration analysis of events across the information space. This nature of analysis detects hidden entanglements that characterise events in the kill-chain beyond the network. The measured prediction accuracy and error measured at each stage of the experiment represents the usefulness of selected events in characterising the defined stage of the kill-chain. The entangled cyberspace, in theory, is the fusion of three conceptual foundations: a) A multi-dimensional characterisation of cyberspace, b) A sequential phased model for perpetrating cyber-attacks and c) A structural model for integrating and simultaneously analysing multiple sources of evidence. It starts with the characterisation of the information space into different dimensions of interest. The framework goes further to identify evidence sources across these characterised dimensions and integrates them in the analytical context under consideration (e.g. Malware Injection). The concrete findings show that our approach and analytical methodology are capable of detecting entanglements when applied to a set of entangled activities across the information space. The findings also prove that activities beyond the network have significant effects on the nature of the unfolding cyber-attack vector. The predictive features of events across the kill-chain were also presented in this research as opinion and emotion drivers on the social dimension, packet data details and social and cultural events on the economic layer. Finally, co-integration detected between events across and within dimensions of the information space proves the existence of both inter-dimensional and intra-dimensional entanglements that affect the nature of events unfolding during the kill-chain (from the adversary’s point of view). The novelty of this research rests in the ability to hop across the information space for detecting evidential clues of activities that are related-to cyber-incidents. This research also expands the standard multi-dimensional information space to include SPEC factors as indicators of cyber-incidents. This research improves the current information security management model, specifically in the monitoring, analysis and detection phases. This research provides a methodology that accommodates a robust evidence base for understanding the attack surface. Practically, this research provides a basis for creating applications and tools for protecting critical national infrastructure by integrating data from social platforms, real-world political, cultural and economic events and the cyber-physical

Experiential marketing: bridging the gap between value creation to customers and value capture by firms

An already voluminous literature addressing the value of marketing to the firm has, until now, fallen short of expectations. In a context in which marketers have increasingly been challenged to prove their worth, the scholarly attempts to demonstrate the value of marketing to the firm have stumbled to reach unquestionable results. Part of the problem may lie in the lengthy and twisted chain of effects from marketing actions to marketing performance outcomes. Between inputs and outputs lie numerous uncontrollable and often confounding external factors, such as the actions of customers, competitors, and other market agents. The problematic operationalization of such complex market structures impelled researchers to analyze fractions of this web of effects rather than attempting to study overarching conceptual models in full. Prior empirical research has typically considered either the impact of marketing actions in the marketplace or the consequences to the firm of the behaviors of customers and rivals. There is still a gap in the literature of an all-encompassing end-to-end demonstration of how specific marketing inputs can drive specific marketing outputs unequivocally contributing to organizational performance. This thesis addresses the issue of marketing as a value-capturing corporate function through its determinant role in managing value-creating exchanges with customers in the marketplace while hindering competitors from appropriating it. Our research suggests that experiential marketing may bridge the gap between value creation to the customer and value capture by the firm. In particular, our findings show that marketing-crafted valuecreating online shopping experiences may predict value-capturing marketing performance outcomes with the mediation of superior customer-level marketing performance. Thus, our results suggest that experiential marketing may offer an opportunity to bridge the gap between "give and take," value creation and value capture, and demonstrate how relevant the contribution of marketing to the firm's value rising can be.Uma já volumosa literatura abordando o valor do marketing para a empresa tem até agora ficado aquém das expectativas. As tentativas para demonstrar a valia do marketing para a empresa não têm conseguido alcançar inequívocas demonstrações de como o marketing pode ter uma contribuição relevante para a apropriação de valor pela empresa. Parte do problema reside na longa e sinuosa cadeia de efeitos ligando os estímulos de marketing aos resultados do desempenho. Entre uns e outros existem inúmeros fatores externos, incontroláveis e perturbadores, tais como as ações de outros participantes no mercado. A investigação empírica anterior tem tipicamente estudado ou os efeitos the ações de marketing no mercado, sobretudo nos clientes, mas também nos concorrentes, ou então as consequências para a empresa dos comportamentos dos clientes e rivais. Consequentemente, há uma lacuna na literatura de uma demonstração abrangente de como determinados estímulos de marketing podem conduzir a efeitos específicos precursores do desempenho da organização. Esta tese equaciona o marketing como função de captura de valor para a empresa através do seu papel determinante na gestão de trocas de valor com clientes, em paralelo com o impedimento aos concorrentes de se apropriarem do valor criado. A nossa investigação sugere que o marketing experiencial pode estabelecer a ligação entre criação de valor para o cliente e captura de valor para a empresa. Em particular, os nossos resultados mostram que experiências de compra criadoras de valor para os clientes em ambientes digitais podem conduzir à captura de valor para a empresa através da mediação de desempenho de marketing a nível de cliente. Portanto, os nossos resultados sugerem que o marketing experiencial pode ser uma grande oportunidade para preencher a lacuna entre “dar e receber”, criação e captura de valor, e mostram quão relevante pode ser a contribuição do marketing para o valor da empresa

Negative vaccine voices in Swedish social media

Vaccinations are one of the most significant interventions to public health, but vaccine hesitancy creates concerns for a portion of the population in many countries, including Sweden. Since discussions on vaccine hesitancy are often taken on social networking sites, data from Swedish social media are used to study and quantify the sentiment among the discussants on the vaccination-or-not topic during phases of the COVID-19 pandemic. Out of all the posts analyzed a majority showed a stronger negative sentiment, prevailing throughout the whole of the examined period, with some spikes or jumps due to the occurrence of certain vaccine-related events distinguishable in the results. Sentiment analysis can be a valuable tool to track public opinions regarding the use, efficacy, safety, and importance of vaccination

Sustainability, Digital Transformation and Fintech: The New Challenges of the Banking Industry

In the current competitive scenario, the banking industry must contend with multiple challenges tied to regulations, legacy systems, disruptive models/technologies, new competitors, and a restive customer base, while simultaneously pursuing new strategies for sustainable growth. Banking institutions that can address these emerging challenges and opportunities to effectively balance long-term goals with short-term performance pressures could be aptly rewarded. This book comprises a selection of papers addressing some of these relevant issues concerning the current challenges and opportunities for international banking institutions. Papers in this collection focus on the digital transformation of the banking industry and its effect on sustainability, the emergence of new competitors such as FinTech companies, the role of mobile banking in the industry, the connections between sustainability and financial performance, and other general sustainability and corporate social responsibility (CSR) topics related to the banking industry. The book is a Special Issue of the MDPI journal Sustainability, which has been sponsored by the Santander Financial Institute (SANFI), a Spanish research and training institution created as a collaboration between Santander Bank and the University of Cantabria. SANFI works to identify, develop, support, and promote knowledge, study, talent, and innovation in the financial sector