Early evaluation of Unistats: user experiences

This paper sets out the findings of the user evaluation of Unistats.UK Higher Education Funding Bodie

The 4s web-marketing mix model

This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model. Next to identifying the critical factors of the Web marketing, the paper argues that the basis for successful E-Commerce is the full integration of the virtual activities into the company’s physical strategy, marketing plan and organisational processes. The four S elements of the Web-Marketing Mix framework present a sound and functional conceptual basis for designing, developing and commercialising Business-to-Consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of field projects; two of them are presented as case studies in the paper.\ud \u

You had me at hello: How phrasing affects memorability

Understanding the ways in which information achieves widespread public awareness is a research question of significant interest. We consider whether, and how, the way in which the information is phrased --- the choice of words and sentence structure --- can affect this process. To this end, we develop an analysis framework and build a corpus of movie quotes, annotated with memorability information, in which we are able to control for both the speaker and the setting of the quotes. We find that there are significant differences between memorable and non-memorable quotes in several key dimensions, even after controlling for situational and contextual factors. One is lexical distinctiveness: in aggregate, memorable quotes use less common word choices, but at the same time are built upon a scaffolding of common syntactic patterns. Another is that memorable quotes tend to be more general in ways that make them easy to apply in new contexts --- that is, more portable. We also show how the concept of "memorable language" can be extended across domains.Comment: Final version of paper to appear at ACL 2012. 10pp, 1 fig. Data, demo memorability test and other info available at http://www.cs.cornell.edu/~cristian/memorability.htm

A comparison of social media marketing between B2B, B2C and mixed business models

This paper explores the implicit assumption in the growing body of literature that social media usage is fundamentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) literature. Sashi’s (2012) customer engagement cycle is utilized to compare B2B, B2C, Mixed B2B/B2C and B2B2C business model organizational practices in relation to social media usage, importance, and its perceived effectiveness as a communication channel. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media marketing usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models

The relationship of (perceived) epistemic cognition to interaction with resources on the internet

Information seeking and processing are key literacy practices. However, they are activities that students, across a range of ages, struggle with. These information seeking processes can be viewed through the lens of epistemic cognition: beliefs regarding the source, justification, complexity, and certainty of knowledge. In the research reported in this article we build on established research in this area, which has typically used self-report psychometric and behavior data, and information seeking tasks involving closed-document sets. We take a novel approach in applying established self-report measures to a large-scale, naturalistic, study environment, pointing to the potential of analysis of dialogue, web-navigation – including sites visited – and other trace data, to support more traditional self-report mechanisms. Our analysis suggests that prior work demonstrating relationships between self-report indicators is not paralleled in investigation of the hypothesized relationships between self-report and trace-indicators. However, there are clear epistemic features of this trace data. The article thus demonstrates the potential of behavioral learning analytic data in understanding how epistemic cognition is brought to bear in rich information seeking and processing tasks

The Effect of Brand on the Evaluation of IT System Performance

In this research, we investigate the branding effect of an information technology system on the evaluation of system performance. Using Web search engines, we conducted a laboratory experiment measuring the effect of four search engine brands while controlling for the quality and presentation of search engine results. There was a 25 percent difference between the most highly and the lowest rated search engines based on average relevance ratings by users among the four search engines presenting identical results in both content and presentation. A positive brand is worth approximately fifteen percent in user perception of performance. Users place a high degree of trust in major search engines, but they are more engaged in the searching process when using lesser known search engines. It appears that branding affects overall Web search from various perspectives. We discuss implications for search engine marketing and the design of empirical studies measuring search engine performance

Users' trust in information resources in the Web environment: a status report

This study has three aims; to provide an overview of the ways in which trust is either assessed or asserted in relation to the use and provision of resources in the Web environment for research and learning; to assess what solutions might be worth further investigation and whether establishing ways to assert trust in academic information resources could assist the development of information literacy; to help increase understanding of how perceptions of trust influence the behaviour of information users

User experiences of TORPEDO: TOoltip-poweRed Phishing Email DetectiOn

We propose a concept called TORPEDO to improve phish detection by providing just-in-time and just-in-place trustworthy tooltips. These help people to identify phish links embedded in emails. TORPEDO's tooltips contain the actual URL with the domain highlighted. Link activation is delayed for a short period, giving the person time to inspect the URL before they click on a link. Furthermore, TORPEDO provides an information diagram to explain phish detection. We evaluated TORPEDO's effectiveness, as compared to the worst case “status bar” as provided by other Web email interfaces. People using TORPEDO performed significantly better in detecting phishes and identifying legitimate emails (85.17% versus 43.31% correct answers for phish). We then carried out a field study with a number of TORPEDO users to explore actual user experiences of TORPEDO. We conclude the paper by reporting on the outcome of this field study and suggest improvements based on the feedback from the field study participants

From physical marketing to web marketing

Reviews the criticism of the 4P marketing mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular marketing mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the marketing mix when applied in online environments namely the role of the Ps in a virtual commercial setting and the lack of any strategic elements in the model. Identifies the critical factors of the Web marketing and argues that the basis for successful e-commerce is the full integration of virtual activities into the company's physical strategy, marketing plan and organisational processes. The 4S elements of the Web marketing mix framework offer the basis for developing and commercialising business to consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of three case studies