Understanding influences on the critical-to-success factors in online brand communities

In an internationally competitive market a company’s brand is its most valuable asset, and increasing and retaining loyal customers is key to long-term success. Forging binding relationships between consumers and their brand is therefore of critical importance to most organisations (Lhotáková, 2012). Previous studies indicate that online brand communities (OBCs) effectively facilitate such relationships (Backhaus, Steiner & Lugger, 2011; Madupu & Cooley, 2010) and provide companies with reliable marketing intelligence to potentially gain a competitive advantage. OBCs are online forums dedicated to a specific brand, where consumers gather and exchange information and socialise. Today they are more prevalent than ever before, yet research in this area is still limited. From a marketing perspective, research indicates that creating bonds between the consumer and the brand offers stability to the brand, and consumers who involve themselves with brand communities’ exhibit higher levels of brand loyalty (Brodie et al, 2013; Thomas & Veloutsou, 2013). Therefore it is essential that marketers understand the culture of OBC’s, in order to retain existing members, and to develop strategies to encourage new members to join. The objective of this study was to identify and examine both individual and community level attributes that influence members’ participative behaviour and sense of belonging (SOB) to OBCs, as these factors are critical for retaining members and sustaining the community. In addition, the strength of each relationship was measured, based on whether members were socialisers or information seekers, as this has been the subject of significant discourse in the online community literature. The investigation employed a mixed methods approach and two-stage process. The first stage involved netnography and focus groups (qualitative research) in order to provide depth and clarity to the study and structure to the questionnaire (quantitative research) used in stage two. The sample for this study consisted of 659 OBC members from around the world; however the majority of respondents (455) were from one specific community with an affiliation to the LEGO® brand. Exploratory factor analysis (EFA) was conducted to determine if items loaded on their respective constructs, Cronbach’s alpha was performed to check the internal consistency of the items for reliability, and confirmatory factor analysis (CFA) was used to determine the convergent and discriminant validity of the model. Finally, structural equation modelling (SEM), in the form of path analysis, was used to test the hypotheses. Key findings from the research indicate that the strongest individual level influence on participative behaviour in an OBC is the network ties that develop between members in the community. This suggests that friendships between community members have the capacity to increase the time they spend in the community and the number of posts they contribute. The level of perceived anonymity is another individual level factor found to have a significantly negative effect on participative behaviour, and a sense of belonging, therefore as members become more recognisable in the community the more they actively participate, and the greater attachment they develop to the community. From a community perspective social capital represented by a shared language, shared vision, social trust and reciprocity has the most significant influence on the sense of belonging members develop in the community. This suggests that the quality and structure of the relationships in an OBC, and the culture of the environment has a strong effect on the strength of the connection members cultivate with an OBC. Interestingly when the data is separated between subgroups of information seekers and socialisers network ties only increase participative behaviour for information seekers, and perceived anonymity only has an influence on participative behaviour for socialisers. The results of this study support the proposed conceptual model and offer insights into the different influences on consumer behaviour in OBCs, and how the purpose for participation affects the composition and strength of those influences. Iimplications for marketers, organisations and OBC administrators include a greater understanding of the factors that encourage and support participative behaviour and sense of belonging to the community. Consequently, stakeholders can use this information to develop strategies that will ensure the ongoing success of their OBCs. Theoretical contributions include bridging the gap between the literature related to online communities in general and the unique characteristics of OBC’s, developing a valid measurement scale for social capital in an OBC context, and establishing a structural framework of consumer behaviour specific to OBC’s

Doctor of Philosophy

dissertationThe activation of CD4+ T cells is controlled via three distinct signals: TCR recognition of the peptide:MHCII complex, coactivation via ligands and receptors expressed on antigen-presenting cells and the T cell, and Signal 3 cytokine signaling. It is this third signal that leads to initial differentiation into the multiple T helper subsets such as Th1, Th2, Th17, and Treg. While the role of Signal 3 cytokines is well-defined in programming differentiation after activation of naïve T cells, their effects on memory CD4+ T cell responses have not been extensively studied. Here we show that interruption of cytokine signaling during secondary CD4+ T cell responses alters their effector function. These effects are independent of TCR affinity for antigen, demonstrating a critical role for appropriate cytokine signaling in the successful production of robust secondary CD4+ T cell responses. During secondary challenge with Listeria monocytogenes, CD4+ T cell responses are differentially regulated by Type I IFN (IFN-I) and IL-12. Effector function is depressed in the presence of IFN-I signaling, while IL-12 promotes the differentiation of highly functional secondary effector cells. Additionally, the mechanisms of regulation by both cytokines may intersect, as IFN-I inhibits the production of IL-12 as well as IFNγ, a critical cytokine for Th1 responses and bacterial clearance. Expansion kinetics are also controlled via these cytokines, with IL-12 promoting robust initial expansion and IFN-I inhibiting expansion but required for limiting contraction during memory formation. Importantly, memory CD4+ T cells alone are able to mediate significant protection from heterologous secondary challenge with Listeria. This protection is entirely dependent upon TNF, as neutralization of this cytokine results in complete loss of CD4+ memory T cell-mediated protection. Surprisingly, IFNγ is not required for protection mediated by secondary effector CD4+ T cells in this setting, though it is required for protection from primary challenge with Listeria. Rather, TNF-dependent differentiation of secondary effector Th1 cells drives increased classical macrophage activation, leading to more rapid bacterial clearance. Together, we demonstrate an important role for cytokine signaling in determining the strength of the secondary response of CD4+ T cells, which can directly influence the protective capacity of these memory cells depending on the type of infection

The Antecedents and Outcomes of Identifiability in Online Brand Communities

User generated content is a fundamental aspect of an online brand community (OBC), therefore facilitating the continuance of knowledge sharing and social interaction is imperative to the success of the community. The purpose of this study is to investigate the influence of perceived identifiability on the factors that encourage ongoing participation in OBCs. Results indicate that perceived identifiability has a significant positive influence on an OBC members’ participative behaviour and sense of belonging. Whilst network ties have a significant positive influence on perceived identifiability and a sense of belonging all of which are factors shown to be critical to the ongoing success and sustainability of OBCs

A big data exploration of the informational and normative influences on the helpfulness of online restaurant reviews

© 2020 Edith Cowan University With the proliferation of user generated online reviews, uncovering helpful restaurant reviews is increasingly challenging for potential consumers. Heuristics (such as “Likes”) not only facilitate this process but also enhance the social impact of a review on an Online Opinion Platform. Based on Dual Process Theory and Social Impact Theory, this study explores which contextual and descriptive attributes of restaurant reviews influence the reviewee to accept a review as helpful and thus, “Like” the review. Utilising both qualitative and quantitative methodologies, a big data sample of 58,468 restaurant reviews on Zomato were analysed. Results revealed the informational factor of positive recommendation framing and the normative factors of strong argument quality and moderate recommendation ratings, influence the generation of a reviewee “Like”. This study highlights the important filtering function a heuristic can offer prospective customers which can also result in greater social impact for the Online Opinion Platform

Enantio- and Diastereoselective 1,2-Additions to α-Ketoesters with Diborylmethane and Substituted 1,1-Diborylalkanes

The catalytic enantioselective synthesis of boronate-substituted tertiary alcohols through additions of diborylmethane and substituted 1,1-diborylalkanes to α-ketoesters is reported. The reactions are catalyzed by readily available chiral phosphine/copper(I) complexes and produce β-hydroxyboronates containing up to two contiguous stereogenic centers in up to 99:1 e.r. and greater than 20:1 d.r. The utility of the organoboron products is demonstrated through several chemoselective functionalizations. Evidence indicates the reactions occur via an enantioenriched α-boryl-copper-alkyl intermediate

Nationwide tracing of two top freshwater fish invaders in Greece using environmental DNA sampling

Alien fish invasions are causing devastating impacts on native freshwater fauna; thus, rigorous, non-invasive and cost-effective biomonitoring of lotic and lentic freshwaters to design and implement appropriate prevention and control measures is now a priority. In this study, we used a species-specific qPCR eDNA assay to monitor two of the most invasive fish species (Gambusia holbrooki and Pseudorasbora parva) in 15 river basins of Greece and validated these results with conventional fish sampling as well as existing field sampling data. Our monitoring provided new records of invasive species indicating basins for rigorous future monitoring and possible eradication attempts. The eDNA proved more sensitive as a detection tool (56% detection rate) compared to conventional electrofishing (50% detection rate) for G. holbrooki. In contrast, it proved less sensitive for detecting P. parva (38% accuracy) compared to electrofishing (44% accuracy), as evident by the two locations where the eDNA failed to detect the target species. Our study illustrates the potential of the eDNA method for regular, standardised monitoring of riverine habitats for invasive fish species by local managers for early detection. Finally, we discuss the application of eDNA in management interventions for identifying invasive species’ hotspots for management prioritisation, for early detection of invaders and for the monitoring of eradication/control actions

New boundaries: Redefining the geographical range of a threatened fish through environmental DNA survey

Accurate data on the distribution and population status of threatened fish species are fundamental for effective conservation planning and management. In this work, in order to reassess the distribution of the globally threatened Evia barbel, Barbus euboicus, we undertook an environmental DNA (eDNA) survey coupled with conventional electrofishing, focusing on major river basins in Evia Island in proximity to its known occurrence in a single Evian basin (Manikiatiko stream). For comparison purposes, we conducted eDNA sampling in several locations in the geographically closest continental river basin, the Sperchios basin (Central Greece) which hosts the closely related Barbus sperchiensis. Our results expand the known range of the Evia barbel on Evia adding four new river basins, apart from its type locality (Manikiatiko stream (EV3)). In a single Evian River, where the species had never been located before, there was also a positive eDNA signal for Barbus sperchiensis within the same basin. The research confirms the occurrence of Evia barbel in a wider geographical area, highlighting however the sensitive conservation status of the species due to its still very narrow geographical distribution. The biogeographical implications of our study, as well as potential conservation interventions, are discussed

GDF15 Provides an Endocrine Signal of Nutritional Stress in Mice and Humans.

GDF15 is an established biomarker of cellular stress. The fact that it signals via a specific hindbrain receptor, GFRAL, and that mice lacking GDF15 manifest diet-induced obesity suggest that GDF15 may play a physiological role in energy balance. We performed experiments in humans, mice, and cells to determine if and how nutritional perturbations modify GDF15 expression. Circulating GDF15 levels manifest very modest changes in response to moderate caloric surpluses or deficits in mice or humans, differentiating it from classical intestinally derived satiety hormones and leptin. However, GDF15 levels do increase following sustained high-fat feeding or dietary amino acid imbalance in mice. We demonstrate that GDF15 expression is regulated by the integrated stress response and is induced in selected tissues in mice in these settings. Finally, we show that pharmacological GDF15 administration to mice can trigger conditioned taste aversion, suggesting that GDF15 may induce an aversive response to nutritional stress.This work and authors were funded by the NIHR Cambridge Biomedical Research Centre; NIHR Rare Disease Translational Research Collaboration; Medical Research Council [MC_UU_12012/2 and MRC_MC_UU_12012/3]; MRC Metabolic Diseases Unit [MRC_MC_UU_12012/5 and MRC_MC_UU_12012.1]; Wellcome Trust Strategic Award [100574/Z/12/Z and 100140]; Wellcome Trust [107064 , 095515/Z/11/Z , 098497/Z/12/Z, 106262/Z/14/Z and 106263/Z/14/Z]; British Heart Foundation [RG/12/13/29853]; Addenbrooke’s Charitable Trust / Evelyn Trust Cambridge Clinical Research Fellowship [16-69] US Department of Agriculture: 2010-34323-21052; EFSD project grant and a Royal College of Surgeons Research Fellowship, Diabetes UK Harry Keen intermediate clinical fellowship (17/0005712). European Research Council, Bernard Wolfe Health Neuroscience Endowment, Experimental Medicine Training Initiative/AstraZeneca and Medimmune

Sports-based intervention and the problem of youth offending: a diverse enough tool for a diverse society?

This paper discusses sports-based interventions (SBIs) and the problem of youth crime. It notes the positive role sport can play in changing to better the lives of young people. However, there is a lack of robust evidence to support the argument that participation in sporting activity can lead to a reduction in anti-social and offending behaviour. The paper discusses how through focusing on ‘individual needs’ and ‘pathways to work’, SBIs can become overly reductionist and mask broader structural class-, gender- and race-based inequalities that permeate through neoliberal nation-states and western criminal justice systems. It concludes that SBI advocates must seek to promote a less homogeneous idea of what an SBI is, as well as be more sensitive to the diverse needs of young people, particularly if they are to tackle the underlying structural inequalities that arguably create the social problem, that is youth crime in the first place

Contextualising social capital in online brand communities

Online brand communities (OBC) are growing in number and becoming an increasingly important interface where marketers can effectively facilitate the relationship between their brand and consumers. A qualitative study using a four-month netnography over three OBCs followed by focus groups with OBC members explored the dynamics of social capital in these communities. Findings indicate that social capital is an important driver in the success of OBCs, and all the elements of social capital including a shared language, shared vision, social trust and reciprocity are evident. Moreover, results from this study indicate that these elements are crucial in developing the network ties that are integral to building loyalty and brand equity