“Share for bargaining?”: A willingness model based on privacy computing theory

The use of mobile coupons to share for bargaining has become an important marketing method for merchants in the field of e-commerce. However, there are still some shortcomings in the existing research on consumers’ willingness to share mobile coupons. First of all, the use and sharing of mobile coupons are analyzed separately. Secondly, most of theories and models in this domain derive from the field of knowledge. Lastly, the influence of different platforms on consumers’ willingness to share are not considered. Therefore, this paper explores the influencing factors of consumers’ willingness to share mobile coupons in different platform scenarios from the perspective of privacy computing, and proposes six hypotheses to construct a structural equation model. Further analysis of 270 valid questionnaires obtained under five scenarios shows that users’ perceived economic benefits and perceived social benefits have a significant positive impact on users’ willingness to share for bargaining, users’ perceived privacy risks have no significant impact on users’ willingness to share for bargaining, and users’ perceived social risks have a significant negative impact on users’ willingness to share for bargaining. Low share for bargaining links will weaken the negative impact of perceived social risk on sharing willingness

EMPIRICAL STUDY OF INTENTION TO REDEEM MOBILE COUPONS; EVIDENCE THE INFLUENCE OF SOCIALIZING, ECONOMIC BENEFIT, AND TRUST VARIABLE

One of the effects of digital development in the business world is that digital marketing strategies are widely used by business actors. Nowadays, almost all methods of promotion is done with digital marketing. The promotion used is the distribution of coupons through smartphones or Mobile coupon known as m-coupon that are usually sent to cellphones via Short Message Service (SMS) or applications that provide promotions at discounted prices. In the previous study, the influence of an intention to redeem the mobile coupons is by considering benefits and risks. This study using quantitative research that focuses on the influence of the Indonesian population towards the intention to redeem mobile coupons in Indonesia by using variables: socializing, economic benefits, and trust. The analytical tool used in this study is multiple regression using SPSS.Keywords: Sosializing, Economic benefit, Trus

PERILAKU SHARING KONTEN ONLINE: FAKTOR MOTIVASI INDIVIDUAL DAN PENGARUH MODERASI FAKTOR SITUASIONAL

Online information sharing behavior is an activity of exchanging or sharing information quickly and widely, as well as viruses on a computer, using interactive internet networks. To comprehensively comprehend the process of social transmission and the factors that influence it, it is necessary to know the variables that affect social relations. Previous studies have still little to discuss the role of social processes that encourage individuals to decide on the affinity of online content sharing. In addition, there are still not many studies that emphasize what kind of online content causes content to be more viral than other types of content supported by individual motivational factors and some variables that can strengthen or even weaken that influence. This research uses 208 student respondents through the Moderated Regression Analysis tool to examine situational factors as moderator variables on the relationship between individual motivational factors and online content sharing behavior. The results of the analysis found that there were significant effects of individual motivational factors on online content sharing behavior but this effect became not significant in the presence of situational factors as moderator variables. This research contributes significantly to marketing strategies in a company by utilizing the type of content and individual motivational factors that cause viral content or news to be faster

Same-Sex Marriage Referendum: What Factors Cause People to Stop the Circulation of Negative Messages on Smartphones?

In 2018, Taiwan held a referendum on same-sex marriage issues. Since it was the first time the public had an opportunity to make a decision on such issues, it became a battleground for conflicting ideologies, in which false messages were employed to influence voters. The current study focuses on the factors that might help people to stop the circulation of false messages. Social capital, political efficacy, and the theory of planned behavior have been integrated to develop a theoretical framework. The current study employs a 2x2 experimental design with partial least squares structural modelling to examine the hypotheses. The results demonstrated that people rarely follow rational routes to make voting decision on such issues. Voters are not concerned with the truthfulness of the messages but their stance. However, people might conceal their stance when facing weak ties of their social relations

The Political Economy of the Revenue Deficit

A widely accepted hypothesis is that concessions demanded by and granted to vested interests are responsible for the steady decline in the government financial position. We argue that it was rather the supply-side shocks of the seventies combined with the political objective of protecting the poor that were responsible. We support our argument by examining time series of disaggregated government budget data, and the theory of incentives under imperfect information. The latter suggests that price controls in the presence of cost shocks would lead to systematic incentives to lower quality and investment. And therefore lower tax capacity and the ability to reduce poverty in the future. We illustrate these mechanisms at work in power, telecommunications, railways, roads, education, and tax collection. The analysis is hopeful, however, because if this causal mechanism were understood, a concerted attempt to rationalise user charges and improve quality would be more acceptable. The process would be helped by macroeconomic policies that keep interest rates low and prevent exchange rate volatility, while supply side policies keep inflation low.cost shocks, user charges, public goods, quality, deficits

The Influencer Experience: Identity Performance, Commodification, and Agency in YouTube Influencers

In recent years, the social media usage of young adults has seen exponential growth. This growth, both in numbers of users and time spent on various platforms, creates a greater opportunity to market lifestyles, goods, and behaviors to the masses. Corporations have taken to allocating more time and attention to reach those masses and utilize the quickest means to that end. One example of these means is the influencer, i.e., social media users who monetize their online performances through practices of self-branding, or developing a public image used for commercial and capital gain (Abidin, 2016). In this study, I focus specifically on YouTube influencer. The decision for this was in part because of a lack of relevant research which investigates the platform; current literature focuses most heavily on other social media platforms such as Instagram, Facebook, or Twitter. In addition, the use of a video-sharing platform in the research allowed the researcher to observe the actual behavior of influencers, which is important to this study. In order to explore the intersection between identity performance, commodification, and agency among YouTube influencers this study looked at agency, a person’s ability to act and make meaning in the environment which they operate. Structuration theory (Giddens, 1984) is the theory that explores the role agency plays in societal processes: It looks at structures, the rules and resources available to people to operate in society, and systems, the repeated interaction of people operating within the structure. Individuals online communicate and internalize their sense of self through interaction, and the uptake in networked communication has complicated the need for impression management. The size and variation among potential audiences online further complicates the expression of self. There exists a perceived blurring of the public and private sphere where users use public channels as if they were private (Marwick & Boyd, 2011). This results in a blurring between the front stage, a concept of the dramaturgical approach (Goffman, 1959) which relates identity performance as a stage where an actor is conscious of being observed and acts according to social conventions, and the backstage, or more private matters shared with select others. Social media complicates the interactions that take place online; this is because its text, image, and video-based representation has accelerated communication among large and differing audiences and changed the nature of interactions between users. These platforms have led to a debate about what this means for our understanding of online agency. This is because social media platforms operate through technological affordances that influence how we view agency, and the understanding that social norms and rules also inform one’s sense of agency online. This begs the question of just how one separates the rules which guide one’s behavior (the structures) from their actual behavior (the system)? Online agency, because social interaction doesn’t exist outside of the structure of platforms online, has proven to effectively collapse systems and structures. Online structures also deeply inform culture, or the shared norms, values, and expectations among people living in a society (Deuze, 2006). Digital culture is considered the democratization of online behavior because people take part in the creation of culture online, but user labor is taken up and commodified by corporations. As algorithms, or “disciplinary apparatuses that prescribe participatory norms” (Cotter, 2018, p. 896), increasingly shape user behavior their power over systems and ultimately the structure come into question. Because influencers are concerned with their visibility and the reach of their capital in the accrual of social and capital gain, they are more likely to choose to alter their identity performance as a result of algorithms constraining their behavior. Authenticity and entrepreneurship were found as core tenets among influencers in performing online (Cotter, 2018). User activity on social media sites has impacted digital culture and resulted in the performance of labor online by users who use their emotions, lives, and subjectivity in service of the platforms (Maragh, 2016). Prior to the birth of Web 2.0., the creation of culture was heavily influenced by culture industries. Horkheimer and Adorno’s (1944) concept of culture industries equates popular culture to a factory producing cultural goods that are taken up by the masses and in their popularization, people drive the consumption of those goods. The tendency to consume goods to convey different elements of one’s identity is also known as commodification, defined as a reflexive project of the self which “is intimately linked to the process of consumption” (Hearns, 2012, p. 25). This means that individuals use consumer goods as signals to convey their identity to others. Influencers thus face the question of which brands to partner with and what that means for their identity performance as influencer habits increasingly move toward the spectacle (Debord, 1984), or the idea that images replace reality and are more ‘real.’ To stand out and retain audience attention influencers must, to some extent, move toward the spectacle. This tension between performance, identity, and the need for capital gain is the focus of this research. This project explored YouTube influencer identity, commodification, and agency through a combination of in-depth, qualitative interviews and a content analysis of nine influencer YouTube videos. Social constructivism allows one to test structuration theory in reality and to render it operational; this is because it seeks to explore the role processes play in society which limit or enhances individual agency, and method. Because both work from an understanding that reality is socially constructed, they are perfectly paired. The data was analyzed from a social constructivist perspective, which privileges the co-creation of reality between researcher and participant, using grounded theory. Results indicated that identity creation online for influencers affords them varying levels of agency. Agency was most constrained with respect to social expectations and enhanced when circumventing the rules of the structure. Influencers expressed enhanced agency when using the structures to effectively “cheat the system.” Further, influencer habits like the “vlog,” video blogs which take viewers through their entire day, result in the perceived blurring between the front stage, the part of yourself you show to others, and the backstage, which consists of more private matters. The final finding highlighted the complication of identity performance online: It revealed the tendency to commodify but the awareness that this was not attractive to audiences. Influencers acknowledged the need to make money sometimes being at odds with audience expectations (Interviewee 1), or those for whom they must perform. This thesis provides a starting point for ongoing research which explores identity performance, commodification, and agency online. The key take-away from this research is that structuration theory no longer holds up in a Web 2.0 context. This research served as a case study to better explore how agency works in an online setting. The findings indicate a necessity for future research to reconsider understandings of structures as these findings highlight the ability for structures to exist outside of knowledgeability. It also highlights a need for more research which explores how influencers with varying degrees of success navigate various other platforms. This research underlines the need to continually question the democratization of online activity: One is led to believe that influencers are in control of their activity online but this study’s findings on agency reveal that this is instead multi-faceted and ever-changing

The effect of social media content marketing on engagement and conversion in sales : the case of Mercadão

Social networking services have become an essential tool that connects companies and consumers. For this reason, brands strive to enhance consumer engagement and subsequently conversion in sales. However, it is challenging to identify what type of content serves better companies’ goals. Hence, this research aims to deepen the knowledge regarding “what type of Instagram and Facebook content marketing generates more consumer engagement?” and “what social network generates more sales conversion to the website through social media content?”. To answer the questions raised, it was necessary to develop a social media strategy. For the first research question three different types of content - Informative, Entertaining and Relational - were created to analyse the level of engagement. To answer the second research question, two posts were developed for both platforms, appealing customers to use the coupon, which was valid for 24 hours. Findings suggest that it is relevant to create more relational content to obtain more consumer engagement, and that Instagram may be a good social network to bet on, when it comes to conversion. In short, for future research, after collecting the engagement data, it becomes crucial to develop a conversion post, based on the content that had the most interaction, in order to ascertain whether conversion would increase. In general, future research should continue to explore the relationship between media content in social networks, engagement and conversion.Os serviços de redes sociais tornaram-se numa ferramenta essencial que conecta empresas e consumidores. Dessa forma, as marcas esforçam-se para aumentar a interação do consumidor e, posteriormente, a conversão em vendas. No entanto, é um desafio identificar qual o tipo de conteúdo que melhor corresponde aos objetivos das empresas. Assim, este estudo visa aprofundar o conhecimento sobre “que tipo de conteúdo de marketing no Instagram e Facebook gera mais interação do consumidor?” e “qual a rede social que gera mais conversão de vendas para o site por meio do conteúdo das mesmas?”. De forma a responder a estas questões, foi necessário desenvolver uma estratégia de redes sociais. Em relação à primeira questão de investigação, foram criados três tipos diferentes de conteúdos - Informativo, Entretenimento e Relacional - com o intuito de analisar a performance da interação. Relativamente à segunda questão de investigação, foram desenvolvidos dois posts para ambas as plataformas, apelando aos clientes para a utilização de um código promocional, válido por 24 horas. Os resultados sugerem não só ser relevante criar mais conteúdos do tipo relacional para obter mais interações dos usuários, como também a necessidade de apostar no Instagram quando se trata de conversão. Em suma, para futuras pesquisas, após recolher os dados referentes à interação, torna-se fundamental desenvolver um post de conversão, baseado no conteúdo que teve mais interação, com a finalidade de verificar se a conversão aumentaria. Em termos gerais, futura investigação deve continuar a explorar a relação entre conteúdo mediático nas redes sociais, engagement e conversão

Impact of Gamification on Consumers’ Online Impulse Purchase: The Mediating Effect of Affect Reaction and Social Interaction

Drawing upon the stimulus-organism-response (S-O-R)framework, this study developeda theoretical model to examine the impact mechanismof two gamification features on individuals’ impulse purchase in the context of Double Eleven. An empirical survey was conducted and 716 valid questionnaires were collected from consumers using Taobao and Tmall platforms in China.Structural equation modelling method was used to examine the research model. The empirical results suggestedthat rewards giving and badges upgradinggamification features werepositivelyassociated with perceived enjoyment and social interaction reactions, which in turn hadstrong influenceson consumers’ impulse purchase. This study providesnew insights in understandingonline impulsive buyingbehaviorsby incorporatingthe mechanism of gamificationin the new research context of Double Eleven

Location-based Social Network for Cities & Neighbourhood Sustainable Development

Online Social Network (OSN) is categorized as Web 2.0 which is defined by O'Reilly in 2004, is the idea of mutually maximizing collective intelligence and added value for each participant by dynamic information sharing and creation. Current trend sbows that the next big thing in OSN is Location-based Social Networking (LBSN) which is the composite of OSN and Location-based Service (LBS). The goal of this paper is to study on Malaysian online social behaviour and to explore what are the key technologies of LBSN to support the development of neighbourhoods where residents feel a sense of connection to their local community and ability to engage in that community. Problems and opportunities identified are: I) Lack of research has been done to nnderstand Malaysian online social behavior in the context of cities & neighbourhood development, 2) Modem societies are said to lives in a condition of individualism and 3) Malaysia has strong networked community and there are a number of social Application Programming Interface (API) which provide a great opportunities for developers to create an application which can support the idea of smart, liveable and sustainable cities. The objectives of the research are: 1) To study on Malaysian social behavior in using Location-based Social Network (LBSN) , motivation for participation and pattern of use, 2) To identifY and understand key technologies of LBSN, and 3) To design an engaging LBSN which leverage on key technologies for neighbourhood and cities' sustainable development. Survey instrument is used as data collection tool to investigate the Malaysian online social behaviour and gauge their views on civil issues such as crime in their residential. Interview also is carried out to the owner of existing crime mapping system to identifY the gaps and opportunities for improvements. This research discovers that Malaysians are socially active in online community network and have strong civic conscious to make our neighbourhood works better. Govermnent shonld look forward into open data for beneficial of public. With proper neighbourhood planning, it will contribute to sustainable community which can help country's development