9 research outputs found
Optimal user esperience in social commerce: the role of emotions, flow and user-generated information
This doctoral dissertation aims to understand how to optimize online customer experience in the highly interactive environment of social commerce. In an attempt to go beyond online commercial transactions and to support a consumer-centered and social-oriented perspective, social commerce offers users the necessary tools (e.g., recommendations, referrals, ratings and forums) for fostering social interactions during the online purchasing process. User-generated content, the fruit of these social interactions, can affect and help users in their decision-making process. Hence, the main objective of this dissertation aims to understand online consumer behavior to optimize the customer experience in social commerce. This doctoral dissertation is organized into four studies.Study 1 aims to investigate the customer engagement behavior literature in depth, analyzing the cognitive, affective and behavioral dimensions of the engagement generation process in social commerce and the role of emotions within that process. This study proposes a model of the cognitive, affective and behavioral dimensions of the engagement generation process. The model analyzes how interactivity, social presence and enjoyment affect sPassion and result in positive sWOM. The results confirm empirically that cognitive experience and emotional feelings derived from the process boost user participation. At the core of the process, sPassion positively affects the spread of sWOM. Study 2 has the objective of reaching a wider understanding of optimal user experience in social commerce and its mediating effect between emotions and behavior. Accordingly, the study is divided into two parts: first, to analyze the dimensionality, structure and measurement of the state of flow; and second, to test how websites can improve user experience to boost positive sWOM while avoiding negative sWOM. The empirical results confirm the three-dimensional nature of the concept and support its second-order reflective structure, thereby helping to establish the basis for measuring state of flow, its structure and factors; and it confirms that passionate users are likely to experience a state of flow and, as a consequence, to share positive sWOM. Study 3 investigates how user-generated versus company-generated information contributes to trust in the social commerce site, at the same time analyzing how user-generational cohorts behave (Generations X, Y and Z). Social commerce websites offer content created by the company itself and by its users, and this content is accessible without time and space constraints; therefore, everyone, regardless of age, can access social commerce information. The mission of social commerce is to boost tradeoffs while offering users the chance to share their own experiences and to obtain information from the experiences of others. Hence, trust transferred in this part of the purchasing decision process will be influenced by trust in the type of information available. Thus, Study 3 analyzes how user-generated and company-generated information contribute to trust in social commerce. The younger the generation, the more trust in social commerce is transferred from trust in user-generated information; the older the generation, the more trust in social commerce is transferred from trust in company-generated information. Study 3 confirms that users cannot be considered as a single group and must be segmented into generational cohorts.Study 4 investigates user experience across cultures, analyzing the effect of hedonic and utilitarian antecedents on optimal user experience and its consequences on user intention. Taking into account the salience of emotions within experiences of digital technologies, this study has a twofold purpose. First, it analyzes how emotions such as sPassion compared with flow state affected by usability, resulting in a positive impact on emotional and behavioral loyalty. Second, as the main focus of the study, cultural background is tested as a moderating effect.This dissertation allows us to draw a number of main conclusions regarding the study of online consumer experience in social commerce. First, on the basis of the importance of emotion in customer experience, this dissertation supports the primary role of emotions in shaping optimal user experience in social commerce. Second, once users are engaged and have reached an optimal experience (state of flow), this situation drives positive changes in their behavior, positively affecting their decision-making process. Third, it is necessary to take into account the fact that generational cohorts behave differently, since they trust information in different ways. Last, but not least, despite the fact that culture influences decision-making processes, the internationalization of markets and multiculturalism is making users more and more similar.<br /
InvestigaciĂłn para la toma de decisiones: diferenciaciĂłn en atenciĂłn al cliente.
El comportamiento del consumidor ha cambiado en los Ășltimos años. Ha pasado de buscar la satisfacciĂłn de una necesidad a basar su decisiĂłn de compra en la oportunidad de vivir una experiencia. Para que una empresa pueda enfocar su proceso de ventas a esto es necesario tener una excelente atenciĂłn al cliente. Se investiga que decisiones tiene que tomar un gerente para diferenciarse en esta ĂĄrea y conseguir una ventaja competitiva, a travĂ©s de entrevistas en profundidad con el equipo y el acceso a datos especĂficos de un centro representante de una marca de vehĂculos de lujo en Zaragoza. Se escoge este centro porque sigue una estrategia de diferenciaciĂłn al cliente y ha sido galardonada gracias a su Ă©xito por la marca. Los puntos clave para su desarrollo son los perfiles de cada una de las personas que compone el equipo, la comunicaciĂłn entre estos, las herramientas utilizadas para obtener informaciĂłn sobre los clientes y el correcto anĂĄlisis de dicha informaciĂłn
AnĂĄlisis del efecto de las promociones en redes sociales.
Las redes sociales han evolucionado y se han ido transformando hasta convertirse en una herramienta fundamental de nuestro dĂa a dĂa. Actualmente, no solo las usamos como mĂ©todo de comunicaciĂłn, sino tambiĂ©n como pĂĄginas web en las que poder vender y realizar promociones sobre diversos productos. Esta oportunidad tambiĂ©n la han sabido aprovechar las empresas, usando las promociones como herramientas para darse a conocer. Han potenciado la figura del influencer en el mundo de Internet, siendo ahora los referentes para realizar promociones en redes sociales.Este Trabajo de Fin de Grado aporta informaciĂłn sobre los diferentes tipos de promociones usadas en las redes, teniendo como objetivo principal el anĂĄlisis del uso de las promociones en las redes sociales como estimulador de la demanda.Para poder desarrollar estudio se han llevado a cabo dos tĂ©cnicas. Por un lado, una basada en el mĂ©todo de observaciĂłn del impacto de las promociones en las redes sociales y, por otro lado, una encuesta sobre la opiniĂłn de los usuarios sobre el uso de las redes sociales para las promociones y el papel de los influencers.Con este estudio se ha podido comprobar que las promociones mĂĄs efectivas y con mayor participaciĂłn en las redes sociales son el sorteo y el concurso, estĂĄn presentes, principalmente a travĂ©s de Instagram y Facebook. Los resultados de este estudio permiten concluir el efecto positivo de las promociones para incentivar la compra, ya que animan a los usuarios a comprar productos que no tenĂan pensados antes, siendo los artĂculos de ropa los mĂĄs demandados.<br /
Herramientas para el anĂĄlisis del Marketing Influyente en Instagram
El marco laboral y empresarial es cada vez mĂĄs complejo con un contexto mĂĄs exigente, las empresas deben usar los recursos que proporciona la digitalizaciĂłn para mantener o mejorar su posiciĂłn. Por ello, la incorporaciĂłn de las redes sociales al mundo laboral tiene gran importancia en la sociedad actual. En este trabajo se analizan diversas herramientas Ăștiles para el anĂĄlisis del marketing de influencers en Instagram. AsĂ mismo, se estudian las principales clasificaciones de los influencers junto con sus aspectos positivos y negativos.<br /
La era del prosumidor: un nuevo enfoque en el paradigma de la comunicaciĂłn empresarial. El caso Pinterest.
En este estudio se analiza la influencia que la bidireccionalidad de las Web 2.0 puede ejercer en las herramientas de comunicaciĂłn de la empresa. En particular se examina en una nueva red social basada en fotografĂas, Pinterest (2010), a travĂ©s de una investigaciĂłn cualitativa, en la que se ha observado la percepciĂłn de los usuarios acerca de la vinculaciĂłn de esta red social con el comercio electrĂłnico. Por medio de la observaciĂłn online y de entrevistas semi-estructuradas, bajo el mĂ©todo de la comparaciĂłn constante de la teorĂa fundamentada, los datos resultantes muestran a Pinterest como un nodo de la Red adecuado para redireccionar flujos de usuarios hacia pĂĄginas de ecommerce
Herramientas interactivas de Social Commerce: Tipos y Efectos en el consumidor.
La revoluciĂłn digital, junto con los continuos avances en las tecnologĂas web, han modificado el comportamiento de las personas y de las empresas, incorporando a nuestras vidas herramientas como los ratings de 5 estrellas o las reseñas, que nos resultan mucho mĂĄs cercanos que el concepto de social commerce al que pertenecen. El social commerce se caracteriza por su contenido social y orientado el cliente, el enfoque participativo y colaborativo, la bĂșsqueda de nuevos valores comerciales que permitan a los clientes expresarse y compartir su informaciĂłn con otros clientes o con la propia empresa que vende el producto. El propĂłsito general de este Trabajo de Fin de Grado es estudiar el efecto que sobre los consumidores generan las opiniones vertidas en las pĂĄginas de social commerce, tanto negativas como positivas, en funciĂłn del tipo de producto. Para su consecuciĂłn se llevarĂĄ a cabo un estudio basado en la metodologĂa de la experimentaciĂłn, a travĂ©s de una encuesta online compartida por medio de las redes sociales que perseguirĂĄ diferentes objetivos. Analizados los resultados se elaborarĂĄn las correspondientes conclusiones, que a su vez servirĂĄn para proponer recomendaciones a los empresarios y plantear nuevas lĂneas de investigaciĂłn para futuros trabajos en este campo. Anticipamos en este resumen que las valoraciones positivas junto con los ratings de estrellas se han revelado como las herramientas mĂĄs efectivas en este campo
Social media marketing as a branding strategy in extraordinary times: Lessons from the covidâ19 pandemic
This review expands our insight into the ways the required adaptation to digital channels caused by COVIDâ19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual framework that answers the fol-lowing research question: How can businesses, amidst and after the COVIDâ19 pandemic, adapt their social media marketing strategy to create positive brand equity? The conceptual framework describes four components as the basis for a potential social media marketing strategy. First, (1) businesses need to develop a clear perspective on their current social media marketing activities, and (2) evaluate current branding elements. Based on this, (3) the timeline of marketing activities must be postponed or adapted to the needs of consumers. Lastly, (4) businesses must adapt their messaging to show empathy and deliver relevant information. Within this process, governmental parties, financial institutions, influencers, and consumers are identified as stakeholders who influence and assist businesses in optimizing their social media marketing strategy. These findings are relevant for academics and businesses to further understand the longâterm effects of COVIDâ19 on social media marketing. Additionally, they highlight that the roles of online channels and the consumer are expanding in the future
Social media y comercio electrĂłnico. Pinterest como nueva herramienta comunicacional
Internet ha puesto al alcance de la sociedad las herramientas necesarias para convertir al individuo en un usuario activo. La tecnologĂa ha transformado la forma lineal y rĂgida en la que se recibĂa la informaciĂłn, para dar paso a un flujo de contenidos hipertextual y bidireccional. Esta investigaciĂłn cualitativa pretende vislumbrar si la red social Pinterest podrĂa actuar como una herramienta comunicacional para fomentar el comercio electrĂłnico. Hemos estudiado la percepciĂłn de los internautas sobre esta red social. De esta manera, a travĂ©s de la observaciĂłn online y de la entrevista en profundidad virtual, bajo el mĂ©todo de comparaciĂłn constante de la teorĂa fundamentada, concluimos que los internautas perciben a Pinterest mĂĄs como herramienta comunicacional que de e-commerce
Evaluation of a quality improvement intervention to reduce anastomotic leak following right colectomy (EAGLE): pragmatic, batched stepped-wedge, cluster-randomized trial in 64 countries
Background
Anastomotic leak affects 8 per cent of patients after right colectomy with a 10-fold increased risk of postoperative death. The EAGLE study aimed to develop and test whether an international, standardized quality improvement intervention could reduce anastomotic leaks.
Methods
The internationally intended protocol, iteratively co-developed by a multistage Delphi process, comprised an online educational module introducing risk stratification, an intraoperative checklist, and harmonized surgical techniques. Clusters (hospital teams) were randomized to one of three arms with varied sequences of intervention/data collection by a derived stepped-wedge batch design (at least 18 hospital teams per batch). Patients were blinded to the study allocation. Low- and middle-income country enrolment was encouraged. The primary outcome (assessed by intention to treat) was anastomotic leak rate, and subgroup analyses by module completion (at least 80 per cent of surgeons, high engagement; less than 50 per cent, low engagement) were preplanned.
Results
A total 355 hospital teams registered, with 332 from 64 countries (39.2 per cent low and middle income) included in the final analysis. The online modules were completed by half of the surgeons (2143 of 4411). The primary analysis included 3039 of the 3268 patients recruited (206 patients had no anastomosis and 23 were lost to follow-up), with anastomotic leaks arising before and after the intervention in 10.1 and 9.6 per cent respectively (adjusted OR 0.87, 95 per cent c.i. 0.59 to 1.30; P = 0.498). The proportion of surgeons completing the educational modules was an influence: the leak rate decreased from 12.2 per cent (61 of 500) before intervention to 5.1 per cent (24 of 473) after intervention in high-engagement centres (adjusted OR 0.36, 0.20 to 0.64; P < 0.001), but this was not observed in low-engagement hospitals (8.3 per cent (59 of 714) and 13.8 per cent (61 of 443) respectively; adjusted OR 2.09, 1.31 to 3.31).
Conclusion
Completion of globally available digital training by engaged teams can alter anastomotic leak rates. Registration number: NCT04270721 (http://www.clinicaltrials.gov)