Search results for " MARKETING"
showing 10 items of 1527 documents
The Role of Social Capital in Shaping Consumer Engagement within Online Brand Communities
2018
Jana Lay-Hwa Bowden, Jodie Conduit, Linda D. Hollebeek, Vilma Luoma-aho, and Birgit Andrine Apenes Solem
An Experiment with Facebook as an Advertising Channel for Books and Audiobooks
2016
The paper addresses the problem of using social media to promote innovative products available in online stores. Motivated by the fast development of the audiobook market, on the one hand, and the efficiency of social media marketing, on the other hand, we conducted an experiment with a marketing campaign of books and audiobooks on the most popular social networking site, Facebook, and discussed it in the paper. The goal of the experiment was exploring possible differences in FB users’ reaction to FB advertisements of traditional books and audiobooks. The experiment was implemented by using a real Facebook fanpage of a Polish publishing house having its own online bookstore. Results show so…
Student agency analytics: learning analytics as a tool for analysing student agency in higher education
2020
This paper presents a novel approach and a method of learning analytics to study student agency in higher education. Agency is a concept that holistically depicts important constituents of intentional, purposeful, and meaningful learning. Within workplace learning research, agency is seen at the core of expertise. However, in the higher education field, agency is an empirically less studied phenomenon with also lacking coherent conceptual base. Furthermore, tools for students and teachers need to be developed to support learners in their agency construction. We study student agency as a multidimensional phenomenon centring on student-experienced resources of their agency. We call the analyt…
Mathematics and Art Connections Expressed in Artworks by South African Students
2022
In this chapter, we examine a collection of drawings, and paintings from South African students between the ages of 10 to 17, that provide fresh and original perceptions to some already known topics, but also several unexpected connections between mathematics and art. These works reference classic math-art connections such as: golden ratio, spirals, infinity, and geometric figures; they also contain several personal reflections, unique discoveries and references to ethnomathematical connections within the African cultural heritage. To introduce their pieces and themselves, students shared their own interpretations of their artworks. These commentaries make possible the identification of cog…
Editorial: New Forms of Media Work and Its Organizational and Institutional Conditions
2022
This thematic issue explores the widening scope of media work and the institutional and organizational conditions that support new forms of media work. The media industry has undergone significant economic, structural, and technological changes during the past few decades, including changing patterns of ownership and digitalization of media production, distribution, and consumption. Simultaneously, practices of media work are adopted also in other industries. The 10 articles in the issue not only focus on the new professional roles and responsibilities emerging in the news media industry but also study the practices of media work in organizations in other fields, such as the music industry …
Expectations and Experiences of Implementing a Mobile Secure Communication Application
2020
The privacy and security of communication in corporations and governmental organizations has increased enormously over the years. At the same time, a growing amount of technological solutions to support this have emerged. This study examines user expectations before and use experiences during the implementation phase of a mobile secure communication application. These are investigated from the expectation–confirmation perspective and its influence on continued adoption. The study has an exploratory approach for this investigation. To guide the investigation, the study draws from the expectation–confirmation theory (ECT) and the unified theory of acceptance and use of technology (UTAUT). Emp…
Primed Authenticity: How Priming Impacts Authenticity Perception of Social Media Influencers
2019
Though organizations increasingly collaborate with social media influencers, such as bloggers and videobloggers, little is known as to how the contextual cues related to sponsored content affect the authenticity perception of the social media influencers among audience members. This study explores how positive and negative priming of sponsored content shapes the authenticity perception of the vlogger among its audience members. Four different manipulation conditions were constructed to study a U.S. based travel vlog on Qualtrics, with data collected via Amazon’s Mechanical Turk. A theory-guided content analysis of 211 open viewer responses was conducted to compare perceptions of authenticit…
Understanding Big Data and its application in the digital marketing landscape
2021
This chapter outlines the increasing prominence of Big Data and its application to marketing practice. The 8Ps of the Expanded Marketing Mix: Product, Price, Place, Promotion, Process, Physical evidence, Partnerships and People are applied as the lens in explaining the application of Big Data in contemporary marketing practice. Big Data is already guiding marketing decision-making at multiple levels, from analysing consumer buying behaviour to Internet-of-Things (IoT)-enabled devices that report on product use conditions, service requirements or processing data from manufacturing. In the future, Artificial Intelligence will become important in handling Big Data. In preparation for this, the…
Measuring the perceived value of rural tourism: a field survey in the western Sicilian agritourism sector
2016
Rural tourism constitutes a valuable tool for the sustainable development of many rural areas. This paper examines the concept of perceived value in rural tourism. A quantitative field survey was carried out in some main Western Sicilian holiday farms (agritourisms) during the Spring 2014. A theoretical model of the tourists’ perceived value in this specific context was developed and validated, using a 22-item scale. Using Partial Least Squares Path Modelling a theoretical structural model of the multidimensional structure of the RTPV was tested, assessing intensity and direction of the causal relationships among RTPV and its dimensions. Five dimensions were identified as forming the constr…
WEB 2.0 ET MUSÉES Les nouveaux visages du visiteur
2012
WEB 2.0AND MUSEUMS: THE NEW EACES OF THE VISITOR The increasing integration of techniques from Web 2.0 by the museums illustrates the profound changes that these structures have realized in building their relationship with the audience. The use of these devices, based on a logic of participation, leads to involve the visitor, traditionally rather kept at a distance, on all stages of the implemeritation of the mUseum offered on Internet. Through a careful examinât icin of sites arid features offered by the museal structures, different roles now devolved to the public have been identified. The emergence of these new "faces" of the visitor comes to question, in the longer-term, about the ident…