UNDERSTANDING THE INFORMATIONAL SOCIAL INFLUENCE OF ONLINE REVIEW PLATFORMS

Online review platforms have become a basis for many consumers to make informed decisions. This type of platforms is rich in review messages and review contributors. For marketers, the platforms’ practical importance is its influence on business outcomes. In the individual level, however, little research has investigated the impacts of a platform on consumer decision-making process. In this research, we use the heuristic-systematic model to explain how consumers establish their decision based on processing review messages on the platform. We build a research model and propose impacts of different constructs established from the systematic and heuristic processing of review messages. Survey data from a Chinese online review platform generally supports our hypotheses, except that the heuristic cue, source credibility, fails to affect consumers’ behavioral intention. Based on the findings, we discuss implications for both researchers and practitioners. We further point out limitations and suggest opportunities for future research

Internet Utopianism and the Practical Inevitability of Law

Writing at the dawn of the digital era, John Perry Barlow proclaimed cyberspace to be a new domain of pure freedom. Addressing the nations of the world, he cautioned that their laws, which were “based on matter,” simply did not speak to conduct in the new virtual realm. As both Barlow and the cyberlaw scholars who took up his call recognized, that was not so much a statement of fact as it was an exercise in deliberate utopianism. But it has proved prescient in a way that they certainly did not intend. The “laws” that increasingly have no meaning in online environments include not only the mandates of market regulators but also the guarantees that supposedly protect the fundamental rights of internet users, including the expressive and associational freedoms whose supremacy Barlow asserted. More generally, in the networked information era, protections for fundamental human rights — both on- and offline — have begun to fail comprehensively. Cyberlaw scholarship in the Barlowian mold isn’t to blame for the worldwide erosion of protections for fundamental rights, but it also hasn’t helped as much as it might have. In this essay, adapted from a forthcoming book on the evolution of legal institutions in the information era, I identify and briefly examine three intersecting flavors of internet utopianism in cyberlegal thought that are worth reexamining. It has become increasingly apparent that functioning legal institutions have indispensable roles to play in protecting and advancing human freedom. It has also become increasingly apparent, however, that the legal institutions we need are different than the ones we have

Designing Scalable Business Models

Digital business models are often designed for rapid growth, and some relatively young companies have indeed achieved global scale. However despite the visibility and importance of this phenomenon, analysis of scale and scalability remains underdeveloped in management literature. When it is addressed, analysis of this phenomenon is often over-influenced by arguments about economies of scale in production and distribution. To redress this omission, this paper draws on economic, organization and technology management literature to provide a detailed examination of the sources of scaling in digital businesses. We propose three mechanisms by which digital business models attempt to gain scale: engaging both non- paying users and paying customers; organizing customer engagement to allow self- customization; and orchestrating networked value chains, such as platforms or multi-sided business models. Scaling conditions are discussed, and propositions developed and illustrated with examples of big data entrepreneurial firms

Electronic word of mouth in social media: The common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.Abdulaziz Elwalda and Mohammed Alsagga

"The dearest of our possessions": applying Floridi's information privacy concept in models of information behavior and information literacy

This conceptual paper argues for the value of an approach to privacy in the digital information environment informed by Luciano Floridi's philosophy of information and information ethics. This approach involves achieving informational privacy, through the features of anonymity and obscurity, through an optimal balance of ontological frictions. This approach may be used to modify models for information behavior and for information literacy, giving them a fuller and more effective coverage of privacy issues in the infosphere. For information behavior, the Information Seeking and Communication Model, and the Information Grounds conception, are most appropriate for this purpose. For information literacy, the metaliteracy model, using a modification a privacy literacy framework, is most suitable

Attention on Weak Ties in Social and Communication Networks

Granovetter's weak tie theory of social networks is built around two central hypotheses. The first states that strong social ties carry the large majority of interaction events; the second maintains that weak social ties, although less active, are often relevant for the exchange of especially important information (e.g., about potential new jobs in Granovetter's work). While several empirical studies have provided support for the first hypothesis, the second has been the object of far less scrutiny. A possible reason is that it involves notions relative to the nature and importance of the information that are hard to quantify and measure, especially in large scale studies. Here, we search for empirical validation of both Granovetter's hypotheses. We find clear empirical support for the first. We also provide empirical evidence and a quantitative interpretation for the second. We show that attention, measured as the fraction of interactions devoted to a particular social connection, is high on weak ties --- possibly reflecting the postulated informational purposes of such ties --- but also on very strong ties. Data from online social media and mobile communication reveal network-dependent mixtures of these two effects on the basis of a platform's typical usage. Our results establish a clear relationships between attention, importance, and strength of social links, and could lead to improved algorithms to prioritize social media content

MEPs online: Understanding communication strategies for remote representatives

This article explores the use of the Internet by Members of the European Parliament (MEPs), assessing the adoption of online communication as well as its strategic uses. In particular we analysed the websites, weblogs and social networking site profiles of all MEPs who linked to an online presence from the European parliament homepage, a total of 440 MEPs representing all 27 member nations. Through a thorough analysis of the content using a scheme designed to record the presence and functionality of 103 specific features and tools and recency of updates, we assess how MEPs use the Internet to connect with a range of audiences; from journalists to loyal supporters. We find MEPs embracing a range of features which would be appealing to a wide range of different visitors. There is a minor generational divide among MEPs based both on their age and the length of time their country has been a member of the European Union. However overall we suggest there is an ebb and flow of innovation within the online political communication of these parliamentarians

The Usage of Personal Data as Content in Integrated Marketing Communications

Personal user data has proven extremely valuable for firms in the digital age. The wealth of data available to firms has provided unprecedented access into the world of the consumer. Companies hoping to capitalize on their user's data have turned to several interesting outlets. This research addresses the repurposing of user data as content in marketing. By analyzing four cases of data presented as marketing communications across two companies, this research provides new insights into the public release of private user data for marketing purposes. Four cases of personal data used in marketing communications were chosen specifically for their time proximity, characteristics of the sending firms, and their disparate outcomes. These instances of marketing communications, two by Spotify and two by Netflix, were released during November and December of 2017 and each resulted in a diverse range of public opinion. An analysis of these cases was conducted using the comprehensive framework of integrated marketing communications (Tafesse & Kitchen, 2017). There is a significant difference in the perceptual outcomes of integrated marketing communication campaigns which display user data as content. This analysis provides insights into the characteristics of marketing communications and how their outcomes fit into broader marketing strategies. These case studies provide opportunities for marketers to improve their campaigns in line with their desired audience outcome. Patterns of scope, strategy, mode, and outcome do not suggest success or failure in the context of marketing communications, but rather a set of insights marketers should keep in mind when pursuing communication strategies which harness personal user data.No embargoAcademic Major: Marketin