Studying web 2.0 interactivity: a research framework and two case studies

With more than one third of the world’s population being online, the Internet has increasingly become part of modern living, giving rise to popular literature that often takes a teleological and celebratory perspective, heralding the Internet and Web 2.0 specifically, as an enabler of participation, democracy, and interactivity. However, one should not take these technological affordances of Web 2.0 for granted. This article applies an interaction framework to the analysis of two Web 2.0 websites viewed as spaces where interaction goes beyond the mere consultation and selection of content, i.e., as spaces supporting the (co)creation of content and value. The authors’ approach to interactivity seeks to describe websites in objective, structural terms as spaces of user, document, and website affordances. The framework also makes it possible to talk about the websites in subjective, functional terms, considering them as spaces of perceived inter-action, intra-action and outer-action affordances. Analysis finds that both websites provide numerous user, document, and website affordances that can serve as inter-action or social affordances

A Relational Hyperlink Analysis of an Online Social Movement

In this paper we propose relational hyperlink analysis (RHA) as a distinct approach for empirical social science research into hyperlink networks on the World Wide Web. We demonstrate this approach, which employs the ideas and techniques of social network analysis (in particular, exponential random graph modeling), in a study of the hyperlinking behaviors of Australian asylum advocacy groups. We show that compared with the commonly-used hyperlink counts regression approach, relational hyperlink analysis can lead to fundamentally different conclusions about the social processes underpinning hyperlinking behavior. In particular, in trying to understand why social ties are formed, counts regressions may over-estimate the role of actor attributes in the formation of hyperlinks when endogenous, purely structural network effects are not taken into account. Our analysis involves an innovative joint use of two software programs: VOSON, for the automated retrieval and processing of considerable quantities of hyperlink data, and LPNet, for the statistical modeling of social network data. Together, VOSON and LPNet enable new and unique research into social networks in the online world, and our paper highlights the importance of complementary research tools for social science research into the web

Using 3D product visualisation to tap consumers’ experience with online retailers: From telepresence to authenticity

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiment. The first stage uses two-way repeated measures ANOVA to determine the effects of the progressive levels of control and animated colours on 3D authenticity (the dependent variable). In a second stage, we use structural equation modelling to test the proposed hypothesis. This research uses a U.K. sample to investigate the effects of 3D authenticity and 3D telepresence on willingness to purchase and reveals significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. The proposed conceptual model achieves acceptable fit and the hypothesised paths are all valid

Using authentic 3D product visualisation for an electrical online retailer

This study investigates the effects of authentic three dimensional (3D) product visualisation versus 3D telepresence on consumers’ virtual experience. A hypothetical electrical retailer Web site presents a variety of laptops using 3D product visualisations for the within-subjects laboratory experiments. The first experiment uses two-way repeated measures ANOVA to determine the effects of the antecedents on 3D authenticity. In a second experiment, a one-way ANOVA compares telepresence and authenticity scores. This research uses a U.K. sample to investigate the effects of control and animated colours on 3D authenticity and the effects of 3D authenticity on experiential and instrumental values. The results reveal significant differences between telepresence and authenticity constructs. Authenticity is more significant in simulating an online retailer’s products, and control and animated colours represent the main antecedents of authenticity. Moreover, experiential and instrumental values represent the main consequences of 3D authenticity

Does social media usage matter? An analysis of online practices and digital media perceptions of communication practitioners in Europe

A key aspect for understanding and explaining online communication is the micro level of communication practitioners’ social media usage and their general attitudes towards digital platforms. This paper investigates how public relations practitioner's personal and professional use of social media is related to their perceptions of social media. A quantitative methodology was applied to perform this research. A population of 2710 professionals from 43 European countries working on different hierarchical levels both in communication departments and agencies across Europe were surveyed as part of a larger transnational online survey. Results show that practitioners with a high level of usage of social media give more importance to social media channels, influence of social media on internal and external stakeholders and relevance of key gatekeepers and stakeholders along with a better self-estimation of competences. Issues about diverse levels of overestimation of social media use, application and importance in the professional arena are also debated

Alter ego, state of the art on user profiling: an overview of the most relevant organisational and behavioural aspects regarding User Profiling.

This report gives an overview of the most relevant organisational and\ud behavioural aspects regarding user profiling. It discusses not only the\ud most important aims of user profiling from both an organisation’s as\ud well as a user’s perspective, it will also discuss organisational motives\ud and barriers for user profiling and the most important conditions for\ud the success of user profiling. Finally recommendations are made and\ud suggestions for further research are given

Vodcast Impact on Students\u27 Attitudes and Behavioral Intentions

Purpose: This paper uses structural equation modeling to assess the effectiveness of Vodcasts (video podcasts) as part of a university’s communication strategy with prospective students. Design/methodology/approach: Three theoretical models were tested using a structural equation model. Findings: We find that perceived informativeness, credibility, and irritation of the advertising are directly related to the value of the Vodcast advertising. However of those three factors, only the informativeness is directly related to the intent to take further action toward enrollment. In addition, while prior work has suggested that perceived entertainment of advertising positively influences its perceived value, we find that for these university Vodcasts, perceived entertainment is not a statistically significant factor. Research limitations/implications: The results suggest that for Vodcasts used for these purposes, less attention should be given to entertainment value, and more attention should be focused on providing useful information in a manner that is credible and not irritating to students. Originality/value: Vodcasts have become part of the Internet multimedia experience and have been integrated into universities’ web-based promotion strategies. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of Vodcasts on attitudes and behavioral intentions