Assessing the effect of mobile word-of-mouth on consumers : the physical, psychological and social influences

Mobile technologies enable users to discover and research products anytime, anywhere. Mobile devices allow consumers to create and share content based on physical location, facilitate seamless interactions, and provide context-relevant information that can better satisfy users’ needs and enhance their shopping experience. As consumers increasingly rely on mobile devices to search information and purchase products, they need immediate, updated, informative and credible opinions in concise forms. Meanwhile, marketers face unprecedented opportunities for mobile marketing, making ever important for them to understand the mobile word-of-mouth and its effect on the purchase behaviors of consumers on the mobile platform vs. those on other devices. Drawing from the media richness theory and the principle of compensatory adaptation, study one performs sentiment analysis of online product reviews from both mobile and desktop devices by analyzing over one million customer reviews from Dianping.com. We find that mobile reviews are naturally shorter, contain more adverbs and adjectives, and have smaller readership and less votes of helpfulness. The product ratings from mobile reviews are more polarized yet the average valence of mobile reviews is higher. By comparison, desktop reviews contain more pictures and are rated more helpful. Lastly, pricy products receive more desktop reviews than mobile ones. Study two draws from the construal level theory and posit that WOM from mobile devices reflects closer psychological distances (temporal and social), thus constitutes a lower construal level than that from desktop computers. Using a dataset of over one million product reviews from Dianping.com, we assess the value of online product reviews from mobile devices in comparison with those from the desktop computers. Our findings show that WOM is more helpful when it is socially and temporally closer to the users and this effect is amplified when using mobile devices, which bring the mental construal to a low level and make others’ opinions more relevant. Further, we show that product type moderates the effect of online reviews in that m-WOM is more influential for hedonic products and its value for the utilitarian consumption is the lowest. Study three deploys the observational learning theory to examine the effect of WOM across the mobile and desktop devices on the purchase behavior of online promotional offers. The findings suggest that the effect of WOM on the purchase of promotion offers varies significantly across the platforms, product categories, and discount rates. These findings help better understand the strengths, limitations and the effect of m-WOM as marketers attempt to offer consumers context-sensitive and time-critical promotions through mobile devices and make a significant contribution to the literature on interactive marketing. These studies render meaningful implications for theory development about the role of mobile technologies in marketing and can assist practitioners formulating effective promotional strategies through the electronic channels via mobile and desktop devices

Technology in the 21st Century: New Challenges and Opportunities

Although big data, big data analytics (BDA) and business intelligence have attracted growing attention of both academics and practitioners, a lack of clarity persists about how BDA has been applied in business and management domains. In reflecting on Professor Ayre's contributions, we want to extend his ideas on technological change by incorporating the discourses around big data, BDA and business intelligence. With this in mind, we integrate the burgeoning but disjointed streams of research on big data, BDA and business intelligence to develop unified frameworks. Our review takes on both technical and managerial perspectives to explore the complex nature of big data, techniques in big data analytics and utilisation of big data in business and management community. The advanced analytics techniques appear pivotal in bridging big data and business intelligence. The study of advanced analytics techniques and their applications in big data analytics led to identification of promising avenues for future research

Building Brand Reputation in the Digital Age: Identifying effective brand communication to win the moment of truth online

Thesis purpose: The central purpose is to deliver a theoretical and practical contribution to existing literature in the fields of brand identity as well as brand reputation and particularly brand communication as a connecting link, lying in between. Further, the authors attempt to provide thorough understanding of the influence of online brand communication on consumers’ decision-making process respectively the critical moment of truth online. In this context, a newly created brand management model is introduced. Theoretical perspective: The literature review covers the interconnectedness between brand identity and brand reputation and theoretically examines the consumer decision-making journey in an online context. It creates the basis for the subsequent empirical research. Thereby existing brand identity frameworks have been reviewed in detail. Methodology: The authors apply a grounded theory strategy. Thereby a mixed method approach is used by combining both qualitative and quantitative data collection. Empirical Data: Empirical data is gathered through in-depth interviews with twelve technology affine consumers. Subsequently, quantitative data is collected through an online survey in order to further evaluate the qualitative findings. Conclusion: The authors conclude that multiple online communication channels have an impact on the creation of positive brand reputation and consequently a consumer’s decision making process. Thereby valuable guidance to the management process of online brand communication in order to establish positive brand reputation is provided. This is presented through a newly created model- The Brand Identity Communication Reputation Matrix (BICRM), which builds upon existing theory in the fields of brand reputation

Establishment of business presence on the Internet and online social media

The paper Establishment of business presence on the internet and online social media presents the new reality in which customers are more important than ever. As 58% of consumers actively search for products and services on the internet, businesses must take active steps in order to capture the area of market that is still not fully understood. The report cites relevant studies, most of them published last year, on the topics of online marketing, e-commerce and social networks – with special focus on two most popular communities, Twitter and Facebook. The researched data is accompanied by comments from experts on new internet technologies and documented cases of successful and failed online social interactions from global brands like Levi’s, BP and Starbucks

How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach.

The previous literature has almost ignored the interaction of user-generated content (UGC) and advertising content embedded in social media platforms. Visual attention is an important factor for tourist services in analyzing the value of online ads inserted close to UGC. Drawing on cognitive load theory, congruence research and dual processing models, the purpose of this study is to determine the effectiveness of online advertising on social media. A first study based on eye-tracking and EEG analysis was conducted to assess if there was a difference in visual attention and engagement when an ad was embedded in TripAdvisor content. Our findings showed that synergies between social media content and advertising content positively affect users’ visual attention. A second study, using an online survey, was carried out to assess the impact of congruent/incongruent ads on ad recall (2a) and, using eye-tracking, on visual attention (2b). Appropriate managerial implications are provided

PROFILING SOCIAL MEDIA TOURISTS USING LITERATURE DURING 2015-2019: CRIMINAL PROFILING METHOD

With the continuous development of mobile commerce and the Internet, social media has deeply penetrated people’s lives and fundamentally changed the way of searching, reading and using travel-related information. With this backdrop, this research studied social media tourists (SMTs) who share or acquire information related to the hospitality and tourism on social media platforms. Based on 271 empirical articles retrieved from major databases and top hospitality and tourism journals in the recent five years from 2015 to 2019, this research developed a profiling framework about SMTs using criminal profiling method. The findings showed the possibility of using the criminal profiling method to analyze SMTs and provided a holistic personal, social-psychological, and behavioral profile of SMTs. Theoretical and practical implications were discussed

Digital Discrimination in the Sharing Economy: Evidence, Policy, and Feature Analysis

Applications (apps) of the Digital Sharing Economy (DSE), such as Uber, Airbnb, and TaskRabbit, have become a main facilitator of economic growth and shared prosperity in modern-day societies. However, recent research has revealed that the participation of minority groups in DSE activities is often hindered by different forms of bias and discrimination. Evidence of such behavior has been documented across almost all domains of DSE, including ridesharing, lodging, and freelancing. However, little is known about the under- lying design decisions of DSE systems which allow certain demographics of the market to gain unfair advantage over others. To bridge this knowledge gap, in this dissertation, we investigate the problem of digital discrimination from a software engineering point of view. To develop an in-depth understanding of the problem, we first synthesize existing evidence on digital discrimination from interdisciplinary literature. We then analyze online user feedback, available on social media channels, to assess end-users’ awareness of discrimination issues affecting their DSE apps. We then introduce a novel protocol for drafting and evaluating nondiscrimination policies (NDPs) in the DSE market. Our objective is to assist DSE developers with drafting high quality and less ambiguous NDPs. Finally, we propose and evaluate a modeling framework for representing discrimination concerns affecting popular DSE apps along with their relations (synergies and tradeoffs) to other system features and user goals. Our objective is to visualize such complex domain knowledge using formal notations that software developers can easily understand, communicate, and utilize as an integral part of their app design process. The impact of the proposed research will extend to the entire population of DSE workers, targeting the deep racial and regional disparities in the DSE market and helping people in resource-constrained communities to overcome key barriers to participation and adaptation in one of the fastest growing software ecosystems in the world