Exploring online community participation

Firm-hosted online brand communities, in which consumers interact regarding brand-centric topics, represent a fascinating context to study the motives of participation within the community. Theories of social capital and collective action are extended to begin understanding why individuals contribute, as they receive no immediate benefit, and “lurkers” have the same access to that contributed knowledge as everyone else. Building on the concept of means-end chain, that is we seek out certain attributes as a means to achieve a desired end state, the linkage between online brand community attributes, individual need, and personal values is ethnographically examined. By way of in-depth laddering interviews, why individuals participate will be answered through understanding how that participation fulfils individual need and enhances personal value. The main study comprises two approaches – participant observation in the community, and individual in-depth interviews with 32 community members. Over 2222 data points and 750 ladders were discovered and analysed using the laddering technique. Seven themes emerged as to why individuals actively participate in an online brand community – belonging, recognition, helping others, knowledge, professional advancement, personal development, and entertainment

Studies of Ylides and of Two Synthetic Intermediates by X-Ray Analysis

In this thesis the techniques of crystal structure analysis are applied to the study of bonding and molecular conformation. The contents are divided into three parts, and in PART I various theoretical aspects of the methods of structure determination are discussed, with special emphasis being placed on the Direct Methods of structure elucidation which are used extensively in this research. PART II is concerned with the study, by X-ray analysis, of five Ylide-type compounds. In an attempt to rationalise the little-studied bonding systems and conformations exhibited by such molecules, the crystal structures of the three first-row ylides N-trimethylamraonio-benzamidate, N-trimethyl-ammonio-nitramidate and (+)-3-diazocamphor, and of the two second-row ylides N-(p-toluenesulphonyl)-iminodimethyl-sulphur(IV) and N-(p-toluenesulphonyl)-iminotriphenyl-phosphorane have been determined. The results of these analyses allow trends in the stability of this class of compound to be examined in relation to the bonding interactions involved, and in the case of second-row ylides, the possible involvement in the bonding of d-orbitals of the second-row element can be examined. The final section of PART II is devoted to comparisons with the structures of other relevant molecules, in an effort to further investigate bonding and conformational trends in this class of chemical compound. Moreover, an interesting correlation is suggested between the bonding interactions involved in ylides and the conformations adopted by these molecules. Accounts of the structure analyses of two terpenoid synthetic intermediates are contained in PART III. A knowledge of the relative stereochemistries of the diol systems in both 2beta-carbomethoxy-5alpha,6alpha-dihydroxy-7,7-dimethyl-tricyclo[6.2 1.01,6] undecane and also the unsubstituted derivative of 2a-carbomethoxy-5beta-chloroacetoxy-7,7-dimethyl-tricyclo[6.2.1.0 1,6] undecan-6beta-ol is essential to a better understanding, in mechanistic terms, of the novel rearrangements of these compounds. The overall similarity of both systems, but yet differing relative stereochemistries, provide an opportunity to study in detail the changes which may result from alterations in the relative stereochemistries of substituents and ring fusions. Interesting features reproduced in both molecules are the long C(sp3)-C(sp3) bonds (ca. 1.59 A) connecting completely substituted, eclipsed sp3 centres, probably the result of the strain inherent in these bonds. Finally, the thesis contains several published papers by the author, two of which are not otherwise included in the contents. Both describe the crystal structure analysis of 5-methoxycarbonylmethylene-2-piperidino-2-thiazolin-4-one, the addition product of N-thiocarbamoylpiperidine and Dimethylacetylenedicarboxylate, a reaction which has caused considerable speculation

From Banners to YouTube: Using the Rear-View Mirror to Look at the Future of Internet Advertising

In twelve short years, Internet advertising has evolved from banners to experiential promotions. In the beginning advertisers viewed the Internet in similar ways as they considered traditional media (television, newspaper, magazines). The idea of using a new medium like an older one, was described by McLuhan\u27s concept of the rear view mirror. This article describes the history of Internet advertising from 1994 to 2006 by looking back to understand the future direction of Internet advertising

Exploring perceptions of consumer experience online

This paper explores consumers\u27 perceptions of their online experience beyond website interface issues. Using Personal Construct Theory (Kelly 1955) this research identified twelve themes including; aesthetics, customer orientation, customization, dependability, entertainment, functionality, identification, informative, innovative, price, product/service offer, and social. These findings build upon those reported in existing literatures on Web site quality. Specifically, this study captured identification and social aspects of online experience as important issues

Teaching professional selling: A Relationship building process

Professional selling is a relationship building process and teaching the subject as a relationship building process has proved to be effective. This paper will detail the approach used to convey the tools, concepts, skills, and attitude required to enter a marketing sales career through the use of creative teaching methods. This paper is organized as follows: Laying the Foundation: Class One, Knowing and Respecting Each other, Interpersonal Skills, Attitude Assignments, Setting Goals, I Love You, Listen, Say Something Nice, Daily Self Assessment, Sales Presentation, A Day with a Sales Representative, Critique of Classmates Sales Presentations, Oral Final Exam, and Wrapping Up: Last Class

Marketing professionals\u27 perceptions of personally branded wesites

Marketing professionals are increasingly recognizing the internet as a channel for branding themselves and their expertise in an increasingly competitive landscape. In this context, the study of personal branding in the online arena has become more relevant than ever before. This in-depth study observes the perceptions of 20 marketing professionals to websites set up by experts and consultants attempting to brand themselves online. Using personal construct theory the study identifies ten themes and 35 sub categories. These include the ability of the site to relate personally to the visitor, design and aesthetics, site presence and updatedness and sales pressure amongst others

Exploring the optimal customer experience online

Customer experience research is widely considered to be cutting edge. Despite this very little research has been conducted on the optimal online customer experience. Whilst some research has been conducted on the Business to Consumer Sector (B2C) there appears to be very little on Business to Business (B2B). Work conducted on behalf of the Henley Centre for Customer Management explored the perceptions of both B2B and B2C customers with online experience in both Europe and the United States. 132 people were interviewed in depth using a qualitative version of Repertory Grid. Over 100 hours of interview were analyzed. The research also adopted a cross industry approach as an aid to generalizability. We found 13 themes and 109 factors for the optimum B2C experience. Themes include; interactivity, security, informative, trustworthy, personal, community, emotional engagement, aesthetics, usability, quality of content, commercialization customer orientation, fulfilment. We found 13 themes and 97 factors for the optimum B2B experience. Themes; usability, aesthetics, subject relevance, hedonic experience, information processing, trustworthy, relational, learning, contemporary, customer oriented, community, commercialization, fulfilment. The report also contains a checklist of factors members should consider when crafting the optimum experience for their online customers

Digital entrepreneurship

As more companies start doing digital business - whether by selling their products online, by selling digital wares, or both - the question of how starting a digital venture differs from starting a traditional venture grows more important. We present a framework of digital entrepreneurship that includes a topology of new digital ventures, the characteristics of each type of new digital venture, and a discussion of how those characteristics shape the critical success factors of each type of venture. Specific issues addressed include digital or virtual products and services, digital or virtual workplaces and the effects of relying on computer-mediated communication, the changing role of market orientation across the different types of new ventures, and the instant globalization effect

The philosophical and methodological guidelines for ethical online ethnography

Ethical considerations are increasingly important because new online techniques of research such as online ethnography often have novel ethical challenges. Our research aims to help online ethnographers by providing a moral/philosophical framework to be used in making ethical decisions and guiding them to reflect on how these decisions affect and justify their methodological choices. We draw upon prior research on ethics and online ethnography, and utilize five key dimensions of moral and philosophical principles (autonomy, non-maleficence, beneficence, justice and trust, explicability) for our framework. Our research highlights essential ethical questions such as selecting a philosophical basis as your ethical frame and coming to terms with ambiguity, and related methodological guidelines such as avoiding personal prejudice, assumptions and bias, research site entry strategy, researcher’s communication with the participants, protection of data, research site exit strategy and communicating online research findings. This paper contributes to the existing literature by identifying how moral and philosophical guidelines impact our ethical and methodological choices when engaging in online ethnography and what this means in terms of research practice