Formation and Operation of a Blogging Community: A Structurational Perspective

Blogging is popular. It has emerged as a formidable phenomenon that not only draws massive daily following but also shifts the paradigm of human interaction. As a new communication genre, blogging has no specific governing bodies to manage the entity. This raises interesting questions on how is a blogging community being formed and how does it function. Founded on Structuration Theory, this paper applies the concepts of structure and agency as well as signification, legitimation, and domination to explain the formation and operation of a blogging community. The framework is valuable in serving as the basis for understanding how rules and practices are produced and reproduced to govern smooth functioning and operation of a virtual blogging community

Spillover Effects of Management Companies in the Vtuber Market

학위논문(석사) -- 서울대학교대학원 : 경영대학 경영학과, 2021.8. 윤혜리.Increasing usage of social media has given subsequent birth to micro-celebrities, or social media influencers (SMIs). Despite the fact that SMIs function as key opinion-leaders in society and the market, little is known about what traits make an SMI popular in the first place. While SMIs are generally considered to gain popularity from rock-bottom through individual endeavors alone, we find an exceptional media sector consisting of virtual YouTubers (vtubers). A vtuber, unlike the usual human YouTuber, is an artificially created figure strictly managed by sponsoring companies from the beginning of his/her debut. Finding a similarity between sponsor-vtuber relationships and parent-child relationships within brand extensions, we ran a random effects model against 560 company-owned vtubers to check whether similar spillover effects can be observed in a social media context as well. Our research yielded positive results, suggesting the existence of persistent spillover effects based on parent-brand popularity. An additional time series analysis was conducted against the weekly changes in the size of management agency influence on their affiliated vtubers. An ARIMA(1,2,0) model demonstrates a high fit with our data, and we find that the model confirms a constantly decreasing size of influence along with the passage of time.소셜미디어의 확산은 마이크로셀레브리티와 소셜미디어 인플루언서(SMI)의 등장을 초래했다. 이미 사회적, 경제적으로 SMI들이 오피니언 리더로서 큰 영향력을 행사하고 있음에도 불구하고 이들이 정확히 어떤 근본적 요인으로 인해 대중적 인기를 얻게 되었는지에 대해 알려진 바는 많지 않다. 많은 경우에 SMI들이 순수하게 자력으로만 팬덤을 구축하는 것으로 간주되는 것에 반해, 필자들은 버츄얼 유튜버(vtuber) 업계로부터 예외적인 상황을 목격했다. 일반적인 인간 유튜버와 달리, vtuber는 데뷔 이전부터 소속사로부터 엄격하게 관리당하고 통제 받는 가상의 디지털 캐릭터들이다. 본 연구에서는 소속사 대 vtuber의 관계가 브랜드 확장 상태의 모브랜드 대 신규 브랜드의 관계와 유사하다는 점에 착안하여, 후자의 경우에 관찰되는 스필오버 효과가 전자에서도 발현되는지 검증하기 위해 소속사와 계약을 맺고 있는 총 560 명의 vtuber에 대해 임의효과 모형을 적용시킨다. 그 결과, 소속사의 영향력이 vtuber의 인기에 대해 긍정적 스필오버 효과가 있음이 확인되었다. 또, 주차별 스필오버 효과 크기의 변화에 대한 시계열 분석을 통해 추세를 예측하는 데 적합한 모형으로 ARIMA(1,2,0) 모델을 특정해내어 시간이 지남에 따라 스필오버 효과가 감소하는 경향성을 지님을 검증했다.Chapter 1. Introduction 1 Chapter 2. Literature Review 3 Chapter 3. Research Model and Hypotheses 14 Chapter 4. Data Analysis and Methodology 18 Chapter 5. Results 21 Chapter 6. Discussion and Conclusion 29 Bibliography 32 Abstract in Korean 41 Appendices 42석

Conceptualizing the Electronic Word-of-Mouth Process: What We Know and Need to Know About eWOM Creation, Exposure, and Evaluation

Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and propose a research agenda based on a multidisciplinary systematic review of 1050 academic publications on eWOM published between 1996 and 2019. We conclude with a discussion of the future of eWOM research and practice

Examining the dissemination of innovations in the sporting goods industry.

US consumers spend $87 million annually on sporting goods and services (National Sporting Goods Association, 2008). Each year sporting goods manufacturers also spend millions of dollars creating innovative products for consumers looking to improve their playing performances and enjoyment of the sport (Reisinger, 2002). Manufacturers want to receive adequate returns on their research and development investments and create innovations consumers support and want to buy (Berman & McLaughlin, 1973). To facilitate the dissemination of innovations, manufacturers provide information about their innovations to increase product awareness and help consumers make informed purchasing decisions (Rogers, 2003). The purpose of the current study was to examine the role of communication in the dissemination of innovations. The study focused on linkages as the vehicles through which information about innovations is spread. A series of two-way factorial ANOVAs was used to examine three linkage types--relational, operational, and technological--and their individual and combined effects on the dissemination of innovations, operationalized as product involvement and purchase intentions. The study also explored innovation type, whether an innovation as a good or service had an effect on an individual\u27s decision to learn more about or purchase an innovation. Finally, the study examined the roles of sport commitment and club commitment, assessing the effects of an individual\u27s commitment to a sport or to a sports club on the dissemination process. The results revealed (a) linkage type alone did not influence product involvement or purchase intentions, (b) innovation type influenced purchase intentions, (c) commitment affected which linkage type was most effective in influencing purchase intentions, and (d) commitment alone influenced product involvement and purchase intentions. Sport commitment and club commitment proved critical to the dissemination of innovations. Club members with higher levels of both commitment types expressed greater interest in learning about and purchasing innovations. Innovation type had an effect as club members expressed greater interest in purchasing the good versus the service

Uuden median kameleontit – Bloggaajien roolit markkinoinnissa

Yksityishenkilöiden ylläpitämiä blogeja hyödynnetään jo laajalti yritysten markkinointiviestinnässä, mikä asettaa itse blogien kirjoittajat tasapainoilemaan eriskummalliseen kaksoisrooliin kuluttaja-markkinoijina. Tässä tutkielmassa perehdytään muotiin ja tyyliin keskittyvien blogien kirjoittajien asemaan tarkoituksena tunnistaa millaisia rooleja heillä on tämän päivän markkinointiviestinnässä. Tutkielman ensimmäisenä tavoitteena on selvittää, miten blogit asettuvat markkinointiviestinnän kenttään. Teoreettisessa viitekehyksessä tarkastellaan tämän tavoitteen ohjaamana blogia sosiaalisen median tyyppisovelluksena sekä kartoitetaan blogeissa esiintyviä viestintämalleja ja markkinointimuotoja. Näiden perusteella bloggaajille muodostuvat teoreettiset roolipositiot viestin välittäjänä, myyjänä sekä virtuaalisena tuttavana. Tutkielman empiirisen osion rakentumista ohjaava tavoite on perehtyä siihen, millaiseksi blogien kirjoittajat itse kokevat oman asemansa yritysten ja kuluttajien vuoropuhelussa. Empiriassa aineistona ovat keskustelut blogien kirjoittajien kanssa sekä heidän varsinaiset blogitekstinsä. Diskurssianalyysin perusteella muodostetaan bloggaajien aseman kokemusta heijastavat yhteisö- ja itsenäisyysdiskurssi sekä diskurssi blogin takaa. Lisäksi analyysissä tunnistetaan diskursseissa kuvastuvat empiiriset lukijoiden palvelijan, itsensä herran sekä välittäjän roolipositiot. Lopuksi luodaan tutkielman kolmannen tavoitteen mukaisesti empirian sekä teoreettisen viitekehyksen pohjalta blogien kirjoittajien asemaan perustuva tyypittely heidän rooleistaan modernissa markkinoinnissa. Tyypittelyssä havainnollistuvat sekä teoreettiset että empiiriset roolipositiot ja niitä yhdistävät alaroolit, jotka kutovat teorian ja empirian yhteen.fi=Opinnäytetyö kokotekstinä PDF-muodossa.|en=Thesis fulltext in PDF format.|sv=Lärdomsprov tillgängligt som fulltext i PDF-format

Communicating Climate Change In Internet Discussion Fora: Processes and Implications

Communicating climate change issues in the Internet era requires new strategies that incorporate online communication. The rapid growth of new media and widespread use of the internet has marked everyday lifestyles in modern society. Information on a wide range of social issues, including climate change, is disseminated and debated through online discussions in internet fora. In this research, communication on internet fora and other potential forms of online social interaction are explored, to identify ways to enhance climate change communication on the Internet. The thesis raises three research questions to explore the communication context of internet fora discussion, namely: what are characteristics of the communication process on internet fora? Who is involved in the communication process? What influences do these online communication activities have on users’ everyday activities? The research applies a mixed-methods approach of analysing the usage of Internet fora and the contents of fora communication activities to explore these questions. This includes qualitative reviews of topic-thread discussions to reveal users’ roles in discussions, as well as surveys of fora users. It is argued that with increasing levels of interaction among communicators (people who post or reply to articles in order to express or respond ideas) on internet fora, these communicators are mobilised to join the online discussion process, competing for opinion leadership. The online discussions further contribute to the formation of opinions on climate change, as climate change and related issues are discussed The thesis thereby aims to contribute to the development of effective approaches for opinion formation and climate change communication online, and to encourage individuals to discuss changing behaviour patterns and public engagement of greenhouse gas reduction actions

A comunicação como fator homeostático na exploração de TI em contexto empresarial : o caso EDP Distribuição : Direção de Organização e Desenvolvimento

A sociedade atual está em progressivo desenvolvimento sobre pilares tecnológicos, estando ao dispor das pessoas e das organizações Tecnologias de Informação (TI) que podem facilitar e melhorar diversos aspetos do seu quotidiano. Contudo, a introdução de TI em organizações é um processo complexo que pode representar uma ameaça às pessoas, à sua segurança laboral, e que se não for bem gerida pode ter resultados negativos. Este trabalho surge da necessidade da EDP Distribuição em melhorar a eficácia na adoção de novas TI de forma a otimizar processos de trabalho. A revisão de literatura sobre a temática e a sua comparação com a realidade vivida na EDP Distribuição permitiu identificar a comunicação organizacional como uma ferramenta chave para a introdução eficaz de TI. Sendo necessária uma boa comunicação organizacional não só para o bom funcionamento de uma organização como para a introdução de novas TI tornou-se clara a necessidade de um estudo aprofundado acerca da construção da comunicação organizacional para que fosse possível auxiliar a EDP Distribuição nessa tarefa. O resultado do estudo propõe duas componentes: um modelo de comunicação genérico e um plano de comunicação específico para uma nova TI que irá ser implementada na EDP Distribuição. Tendo o estudo sido realizado com base na metodologia Soft Sistems Methodology (SSM), que é inspirada na metodologia de investigação-ação, não é possível generalizar as suas conclusões, mas é claramente viável encontrar dimensões de alguma verosimilhança que facilitem a inovação, pela adoção de TI, noutros contextos e organizações.The technology progresses we have been experiencing have shaped our entire society who nowadays has a wide variety of Information Technologies (IT) at its reach which can improve both people and enterprise’s life. Despite the potential benefits of IT, the technology adoption process is both complex and considered a threat to enterprises human resources, for example to their job security, and if it is not well managed can bring forth catastrophic results to enterprises. This study arises from the necessity of EDP Distribution in making their IT adoption process more efficient in order to optimize work processes. The review of literature of this theme and its comparison with the reality of EDP Distribution has made possible to identify organizational communication as a key element to IT success adoption. Given the importance organizational communication has not only on the proper functioning of an enterprise but also on the IT adoption, it was clear the necessity of a profound study about its construction in order to be possible to help EDP Distribution on that task. From this paper two major results are proposed: a generic communication model and a communication plan, drawn specifically to the adoption of an IT which will be introduced in a near future on EPD Distribution. This study’s conclusions should not be generalized to different organizational contexts as it is based on a Soft Systems Methodology (SSM), which is inspired on action-research methodology. However, it is feasible to find some dimensions which will facilitate IT adoption on other organizational contexts

Investigating the factors affecting business-to-consumer e-commerce adoption in Egypt

Through the application of the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model, this study investigates the key factors affecting the adoption of business-to-consumer (B2C) e-commerce in Egypt. This study has adopted a quantitative methodology to answer the research questions and test the proposed sixteen hypotheses. The research sample of this study included 600 Egyptian respondents. Regression Analysis has been conducted as a major evaluation of the research model and associated hypotheses. The constructs that have been empirically tested in the extended UTAUT2 model are: Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Hedonic Motivation (HM), Habit (HI) and Facilitating Conditions (FC). Age, gender and experience moderate the relationship for the six independent variables and the dependent variable except for Performance Expectancy (PE) construct that was only moderated by age and gender. The proposed additional constructs for this model are on-line satisfaction (OS), on-line interactivity (OI), on-line trust (OT) and on-line security (OSY).The major findings of this study show that there is an effect of the established factors: Effort Expectancy, Hedonic Motivation and Facilitating Conditions, Social Influence, on-line Trust, on-line Satisfaction and on-line Interactivity on Egyptian consumers’ intention to adopt B2C e-commerce. In addition, the effect of moderator’s factors: age, gender, and experience have been absent in this study. Accordingly, seven hypotheses have been proven, while nine have been rejected. The study further discusses significant implications for marketers, on-line vendors and the Egyptian Government. In addition to presenting the important theoretical and practical contributions, this study also recommends directions for future related research. By specifically examining the Egyptian consumer, this study is the first of its kind to empirically examine B2C adoption in Egypt. Thus, it expands the body of knowledge in the field of B2C adoption and usage, which the existing literature has failed to provide an extensive understanding of B2C in the Arab World’s most populous country. This study is also the first of its kind to provide a comprehensive understanding of the factors affecting B2C by Egyptian consumers and to develop the (UTAUT3) model