To investigate relative effectiveness of the dimensions of interactivity

This thesis is about interactivity. It is about the dimensions of interactive communication which have become a major element of contemporary marketing practice. The concept of interactivity has been explored in the fields of advertising research, and communication and media studies. However, there is an overall absence of any published work concerning research into the dimensions of interactivity, in the marketing domain. This thesis seeks to correct this situation and investigates the relative effectiveness of the dimensions of interactivity, set in the context of travel weblogs. The aim is to determine how three principal dimensions of interactivity namely, active control, two-way communication, and real-time communication, affects users‟ attitudes and usage intentions. This thesis also examines the effect of motive factors, such as social interaction, information of travel weblogs, and enjoyment, upon a user‟s attitudes and usage intentions. The relationships among these variables are examined within a research framework provided by this study. Data was collected through an online questionnaire and semi-structured interviews. The findings verify that the dimensions of interactivity and motivation factors can have positive influence upon users‟ attitudes and usage intentions.EThOS - Electronic Theses Online ServiceGBUnited Kingdo

To investigate relative effectiveness of the dimensions of interactivity

This thesis is about interactivity. It is about the dimensions of interactive communication which have become a major element of contemporary marketing practice. The concept of interactivity has been explored in the fields of advertising research, and communication and media studies. However, there is an overall absence of any published work concerning research into the dimensions of interactivity, in the marketing domain. This thesis seeks to correct this situation and investigates the relative effectiveness of the dimensions of interactivity, set in the context of travel weblogs. The aim is to determine how three principal dimensions of interactivity namely, active control, two-way communication, and real-time communication, affects users‟ attitudes and usage intentions. This thesis also examines the effect of motive factors, such as social interaction, information of travel weblogs, and enjoyment, upon a user‟s attitudes and usage intentions. The relationships among these variables are examined within a research framework provided by this study. Data was collected through an online questionnaire and semi-structured interviews. The findings verify that the dimensions of interactivity and motivation factors can have positive influence upon users‟ attitudes and usage intentions.EThOS - Electronic Theses Online ServiceGBUnited Kingdo

Social media networks: Rich on-line data sources

This chapter illustrates how social media networks can be harnessed for research to highlight feelings, behaviour and opinions of customers. This is a new area of research and will include discussions on data mining and thematic analysis

An exploration of the role of bloggers and blogger characteristics, in the consumer buying process for cosmetics in the Thai market

Consumers often use online information to help them make better buying decisions (Cheung, 2014; Lu et al., 2014). Blogs and bloggers’ opinion can be one of the most important sources of information for consumers evaluating products and services, reducing a consumer’s cognitive effort and uncertainty before making a purchase (Mrazek, 2010). Employing bloggers to spread information on products has become one of the most powerful word-of-mouth strategies for marketers (Kempe, 2003; Sussman, Siegal et al., 2003; Scoble, 2006). This thesis aims to understand how bloggers and social media influence consumers’ decision-making processes and to explore the characteristics of blogs and bloggers in term of trustworthiness and credibility in the environment of the marketing practices for beauty products in the Thai market. Qualitative research methods were used, including online observations and interviews. The interviewees covered 38 Thai women who have experience in using online beauty reviews. This thesis develops the Theory of Planned Behaviour Model (TPB) to understand how beauty bloggers have influenced the consumer’s decision-making process. Moreover, the characteristics of blogs and bloggers in terms of trustworthiness and credibility are explored and explained in relation to the dual processes (central route and peripheral route) from the Elaboration Likelihood Model (ELM). The thesis contributes new knowledge in relation to the content-based factors existing in the central route and their relationship to the peripheral route (sincerity, actual use, expertise, and experience). Therefore, bloggers can show their ability and potential to use a product and criticize its quality through writing, photography, and videos. Furthermore, the analysis found that factors from the Technology Acceptance Model (TAM) could be adapted and applied to explain further the consumer perception of bloggers

Innovations and Social Media Analytics in a Digital Society

info:eu-repo/semantics/publishedVersio

Innovations and Social Media Analytics in a Digital Society

Recent advances in digitization are transforming healthcare, education, tourism, information technology, and some other sectors. Social media analytics are tools that can be used to measure innovation and the relation of the companies with the citizens. This book comprises state-ofthe-art social media analytics, and advanced innovation policies in the digitization of society. The number of applications that can be used to create and analyze social media analytics generates large amounts of data called big data, including measures of the use of the technologies to develop or to use new services to improve the quality of life of the citizens. Digitization has applications in fields from remote monitoring to smart sensors and other devices. Integration generates data that need to be analyzed and visualized in an easy and clear way, that will be some of the proposals of the researchers present in this book. This volume offers valuable insights to researchers on how to design innovative digital analytics systems and how to improve information delivery remotely.info:eu-repo/semantics/publishedVersio

Social media data analytics to improve supply chain management in food industries

© 2017 Elsevier Ltd This paper proposes a big-data analytics-based approach that considers social media (Twitter) data for the identification of supply chain management issues in food industries. In particular, the proposed approach includes text analysis using a support vector machine (SVM) and hierarchical clustering with multiscale bootstrap resampling. The result of this approach included a cluster of words which could inform supply-chain (SC) decision makers about customer feedback and issues in the flow/quality of food products. A case study in the beef supply chain was analysed using the proposed approach, where three weeks of data from Twitter were used