Towards Student Engagement Analytics: Applying Machine Learning to Student Posts in Online Lecture Videos

The use of online learning environments in higher education is becoming ever more prevalent with the inception of MOOCs (Massive Open Online Courses) and the increase in online and flipped courses at universities. Although the online systems used to deliver course content make education more accessible, students often express frustration with the lack of assistance during online lecture videos. Instructors express concern that students are not engaging with the course material in online environments, and rely on affordances within these systems to figure out what students are doing. With many online learning environments storing log data about students usage of these systems, research into learning analytics, the measurement, collection, analysis, and reporting data about learning and their contexts, can help inform instructors about student learning in the online context. This thesis aims to lay the groundwork for learning analytics that provide instructors high-level student engagement data in online learning environments. Recent research has shown that instructors using these systems are concerned about their lack of awareness about student engagement, and educational psychology has shown that engagement is necessary for student success. Specifically, this thesis explores the feasibility of applying machine learning to categorize student posts by their level of engagement. These engagement categories are derived from the ICAP framework, which categorizes overt student behaviors into four tiers of engagement: Interactive, Constructive, Active, and Passive. Contributions include showing what natural language features are most indicative of engagement, exploring whether this machine learning method can be generalized to many courses, and using previous research to develop mockups of what analytics using data from this machine learning method might look like

The Social Media Influencer and Brand Switching.

The purpose of this study was to find out which type of informant the Social Media Influencer embodies when consumers voluntarily switch brands after the endorsement of a brand by a Social Media Influencer. To answer the research question, this thesis utilised a quantitative questionnaire which was created with the help of a qualitative pre-study to assess the relevance of dimensions proposed in the literature.The data results of the 190 successful questionnaires indicated that when the consumer switches out of dissatisfaction and a need for variety, the Social Media Influencer foremost embodies the role of an opinion leader. Oppositely, when the consumer switches out of a desire for social identification, the results indicated that the Social Media Influencer functions as an opinion leader, social leader and micro-celebrity. The findings of this thesis provide academics and practitioners with valuable insights into how to the Social Media Influencer can be perceived and analysed, specifically when the consumer voluntarily switches brands

Big Social Data Analytics: A Model for the Public Sector

The influence of Information and Communication Technologies (ICTs) particularly internet technology has had a fundamental impact on the way government is administered, provides services and interacts with citizens. Currently, the use of social media is no longer limited to informal environments but is an increasingly important medium of communication between citizens and governments. The extensive and increasing use of social media will continue to generate huge amounts of user-generated content known as Big Social Data (BSD). The growing body of BSD presents innumerable opportunities as well as challenges for local government planning, management and delivery of public services to citizens. However, the governments have not yet utilised the potential of BSD for better understanding the public and gaining new insights from this new way of interactions. Some of the reasons are lacking in the mechanism and guidance to analyse this new format of data. Thus, the aim of this study is to evaluate how the body of BSD can be mined, analysed and applied in the context of local government in the UK. The objective is to develop a Big Social Data Analytics (BSDA) model that can be applied in the case of local government. Data generated from social media over a year were collected, collated and analysed using a range of social media analytics and network analysis tools and techniques. The final BSDA model was applied to a local council case to evaluate its impact in real practice. This study allows to better understand the methods of analysing the BSD in the public sector and extend the literature related to e-government, social media, and social network theoryUniversiti Utara Malaysi