Harnessing Technology: analysis of emerging trends affecting the use of technology in education (September 2008)

Research to support the delivery and development of Harnessing Technology: Next Generation Learning 2008–1

University Library Websites in Kerala: An Analysis (Web Survey)

The article is an analysis of library websites or web pages of the universities in Kerala. Factors like speed, size, downloading time, facilities for information services etc. have been analyzed. The survey was conducted during the period from 14-01- 2013 to 19-01-2013. The study reveals that though the websites provide lot of useful information to the users, further improvement both in contents and management of it is needed in most of the library websites. The study also provided insight to judge the quality of the library websites and information services provided through them

Critical factors affecting consumer acceptance of online health communication: an application of service quality models

The paper examines critical factors affecting consumer behavioral intentions in accepting online health communication through social networking sites. Unlike recent research under this topic, the paper assimilates some components of service quality dimensions and consumer behavior theories. The paper employs factor analysis and structural equation modelling analysis with latent variables to identify critical factors from the survey data collected from Korean consumers. The results of the study identifies three major constructs: consumer needs for health information, the perceived value of tangible attributes of health information providers, and the perceived value of intangible attributes of health information providers. The results show that consumer needs for health information and the tangible and intangible attributes of health information providers should be considered as important antecedents of accepting online health communication through social networking sites. The findings suggest that the success of online health communication via social networking sites largely depends on the tangible and intangible attributes of health information providers

Adoption of Social Media Marketing Among Professionals

Social media marketing is the professional use of social media websites such as Facebook for marketing purposes. This thesis project examines the adoption patterns and factors behind the decision to use social media marketing among professionals. The researcher conducted in-depth interviews with business professionals from the real estate rental industry in Statesboro, Georgia, and analyzed the results and implications using thematic analysis. Everett Rogers’ diffusion of innovations theory provides the theoretical framework for the research with social media marketing being the innovation. The participants identified that observability, relative advantage and complexity/simplicity were major factors for adopting social media marketing. The findings also indicated that college educated Millennials who have previously created personal social media profiles are likely to adopt social media marketing for their organizations. Finally, results showed that social media marketing has penetrated smaller markets such as Statesboro, and even non-adopters recognize it as a productive marketing tool

Reactions of Generation Y to Luxury Hotel Twitter Promotions

Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks (Merriam-Webster, 2013). Social media marketing refers to the process of gaining website traffic or attention through social media sites (Evans, 2008). In today’s society, social media refers mainly to websites including (but not limited to) Facebook, Twitter, LinkedIn, and Google+. The most popular and fastest growing of these social media venues is Twitter. Twitter was founded in 2006 by Jack Dorsey, Evan Williams, and Biz Stone. Since 2006, almost 200 million users across the globe have joined the site; over 140 million tweets are “tweeted” daily (Picard, 2011). Twitter took advantage of a niche in the market, allowing 140 characters to express an idea or emotion. Twitter has changed the media world as a news source, tweeting real-time information from stories that arise (Picard, 2011). In the lodging industry, methods of social media to promote hotels are becoming more popular. Twitter, in particular, has emerged as a “moment of truth” for a hotel, demonstrating how instantly and tactfully hotels react to the thoughts and opinions of former, current, and potential guests. Studies have also suggested that “online social life mirrors offline relationships in many ways” (Moore, p. 440). Therefore, Twitter accounts should be viewed as an extension of the hospitality business, in particular lodging, echoing the relationship a customer would feel upon arrival to the hotel. Hotel marketing teams have reached “great success by driving demand to hotels through increased online advertising and web optimization” (Chipkin, 2013). This has increased overall customer views of the hotel without affecting the rate strategy of the property or brand. Twitter presence could, potentially, help a patron decide between two hotels, “If a promotion, experience or package is unique, it definitely works to generate bookings and helps put you first in a consumer’s mind when they are choosing between two or three hotels,” says Rachel Harrison of Hyatt Andaz (Chipkin, 2013). Hotel companies worldwide are investing in their social media networks. Certain hotels (i.e. W Barcelona) are even hiring social media and marketing managers whose responsibilities include instant Twitter feedback (Appendix 1). The purpose behind this investment is to maximize these social media accounts, creating feedback from all potential guests, allowing them to react to both positive and negative word of mouth. Social media managers have recently encountered an opportunity; Generation Y is becoming a target demographic. As Generation Y enters the workforce and begins a career, the exposure to hotel brands and types will increase. Luxury hotel stays are becoming more financially reachable to these Generation Y guests because of their career advancements (Fields, 2013). This study will serve to evaluate the added benefits from the adoption of social media channels, particularly Twitter

Assessing the appropriation of social media by academic librarians in South Africa and Zimbabwe

Research into the appropriation of social media by academic libraries in countries with growing economies is scarce. There remains an empirical and theoretical gap in the literature about how librarians, particularly those in Southern Africa, are deploying social media in their work routines and in their personal lives. Based on one of the researchers' experiences at the National University of Science and Technology (NUST) Library and both researchers' use of the University of the Western Cape (UWC) Library, the researchers aimed to examine the way librarians deploy and appropriate social media platforms as part of their service delivery. Using data derived from a questionnaire survey among librarians at UWC in South Africa and NUST in Zimbabwe, this study examined how librarians use social media for professional and personal purposes. The findings suggest that UWC librarians are more proficient social media users than NUST librarians. They further reveal that UWC librarians themselves are managing social media, while at NUST, the Information Technology department is directly responsible for managing the platforms. The study found that UWC Library utilises social media to promote its services more widely, whereas the NUST Library uses social media for reference services.DHE

An Investigation of the Barriers that Influence Extension Employees\u27 Attitudes toward Social Media Use at Mississippi State University

Many Extension organizations in the United States utilize social media to communicate with clients and deliver Extension educational programs. The purpose of this study was to investigate what social media platform Extension employees were using as a communication tool to deliver educational programs, and to examine factors influencing Extension employees’ attitude toward using social media with Mississippi State University Extension. The study followed a descriptive correlational design, using a researcher- developed questionnaire. Data were collected via Qualtrics. A total of 170 Extension faculty and agents responded to the questionnaire. Most of respondents were Extension agents, white, with an equal percentage of male and female. Their age ranged from less than 25 to over 65 years old, and 51.2% were in age range from 25 to 44 years old (f = 87). Facebook and Twitter were the most-used social media platforms by Extension faculty and agents. Based on 135 usable responses of social media users, two principle component analyses were conducted. The result of principle component analyses on organizational and social media scales revealed five components that influence social media use. These five variables were named social media characteristics, clients’ interest and skills, graphic skills, organizational support, and availability of equipment and Internet. The results revealed that Extension faculty and agents’ social media users and nonusers have a positive (in range of agree) attitude toward using social media in Extension. Social media users have positive (in range of agree) perceived usefulness of social media in Extension. Extension faculty and agents Facebook self-efficacy was in the range of agree, and their Twitter self-efficacy was in range neither agree nor disagree. Perceived usefulness, clients’ interest and skills, and social media characteristics were the significant factors that influenced Extension faculty and agents attitude toward social media with Mississippi State University Extension