3,199 research outputs found
Recommended from our members
Similarities, challenges and opportunities of wikipedia content and open source projects
Copyright @ 2012 John Wiley & Sons, Ltd.Several years of research and evidence have demonstrated that Open Source Software (OSS) portals often contain a large amount of software projects that simply do not evolve, developed by relatively small communities, struggling to attract a sustained number of contributors. These portals have started to
increasingly act as a storage for abandoned projects, and researchers and practitioners should try and point out how to take advantage of such content. Similarly, other online content portals (like Wikipedia) could be harvested for valuable content. In this paper we argue that, even with differences in the requested expertise, many projects reliant on content and contributions by users undergo a similar evolution, and follow similar patterns: when a project fails to attract contributors, it appears to be not evolving, or abandoned. Far from a negative finding, even those projects could provide valuable content that should be harvested and identified based on common characteristics: by using the attributes of âusefulnessâ and âmodularityâ we isolate valuable content in both Wikipedia pages and OSS projects
The effect of social media communication on consumer perceptions of brands
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models
Word of Mouth, the Importance of Reviews and Ratings in Tourism Marketing
The Internet and social media have given place to what is commonly known as the democratization of content and this phenomenon is changing the way that consumers and companies interact. Business strategies are shifting from influencing consumers directly and induce sales to mediating the influence that Internet users have on each other. A consumer review is âa mixture of fact and opinion, impression and sentiment, found and unfound tidbits, experiences, and even rumorâ (Blackshaw & Nazarro, 2006). Consumers' comments are seen as honest and transparent, but it is their subjective perception what shapes the behavior of other potential consumers. With the emergence of the Internet, tourists search for information and reviews of destinations, hotels or services. Several studies have highlighted the great influence of online reputation through reviews and ratings and how it affects purchasing decisions by others (Schuckert, Liu, & Law, 2015). These reviews are seen as unbiased and trustworthy, and considered to reduce uncertainty and perceived risks (Gretzel & Yoo, 2008; Park & Nicolau, 2015). Before choosing a destination, tourists are likely to spend a significant amount of time searching for information including reviews of other tourists posted on the Internet. The average traveler browses 38 websites prior to purchasing vacation packages (Schaal, 2013), which may include tourism forums, online reviews in booking sites and other generic social media websites such as Facebook and Twitter.Peer reviewedFinal Accepted Versio
The impact of brand communication on brand equity through Facebook
Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumersâ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics
Fake View Analytics in Online Video Services
Online video-on-demand(VoD) services invariably maintain a view count for
each video they serve, and it has become an important currency for various
stakeholders, from viewers, to content owners, advertizers, and the online
service providers themselves. There is often significant financial incentive to
use a robot (or a botnet) to artificially create fake views. How can we detect
the fake views? Can we detect them (and stop them) using online algorithms as
they occur? What is the extent of fake views with current VoD service
providers? These are the questions we study in the paper. We develop some
algorithms and show that they are quite effective for this problem.Comment: 25 pages, 15 figure
Measuring consumers' engagement with brand-related social-media content: development and validation of a scale that identifies levels of social-media engagement with brands
The main purpose of this study is to develop a scale to measure consumer's
engagement with social media brand-related content. The reported scale (CESBC)
comprises three dimensions: consumption, contribution, and creation. Qualitative
techniques were used to generate an initial pool of items that capture different levels of
consumer engagement with social media brand-related content. Quantitative data from
a consumer survey (=2252) was then collected in two phases to calibrate and validate
the ensuing scale. Results confirmed the structure and psychometric properties of the
CESBC. As expected, each subscale is significantly correlated with nomological
network constructs, i.e., brand equity and brand attitudes
Content and Feedback Analysis of YouTube Videos: Football Clubs and Fans as Brand Communities
The use of Web 2.0 tools has been transforming the interaction between companies and their clients, especially for those that are selling emotional products. Consumers are generating and sharing contents concerning their favourite products on the web. Even if this process has been widely acknowledged, only a few studies have been specifically devoted to the analysis of both the contents and the feedback the consumers receive from other users.
This article analyzes the online presence of sport brands through contents that are generated by sport clubs (official contents) and their fans (User Generated Content, UGC) on YouTube. After a description and classification of video contents, it examines the factors that influence the performance of the videos in terms of passive (videos views) and active behaviour (any kinds of interaction with videos) among the viewers.
In order to carry out this analysis, 125 YouTube channels were considered thereby accounting for a total of 375 videos.
Results show that official contents are those preferred by the users/consumers and that if the video displays a passive/purely informative content, the chance of getting an active behaviour from the users tends to decrease.
These findings may help companies manage their online presence, creating awareness about contents and information that should be spread and shared on the web
- âŠ