Search results for " Marketing."
showing 10 items of 1502 documents
Multimodal data as a means to understand the learning experience
2019
Most work in the design of learning technology uses click-streams as their primary data source for modelling & predicting learning behaviour. In this paper we set out to quantify what, if any, advantages do physiological sensing techniques provide for the design of learning technologies. We conducted a lab study with 251 game sessions and 17 users focusing on skill development (i.e., user's ability to master complex tasks). We collected click-stream data, as well as eye-tracking, electroencephalography (EEG), video, and wristband data during the experiment. Our analysis shows that traditional click-stream models achieve 39% error rate in predicting learning performance (and 18% when we perf…
Fuzzy-set Qualitative Comparative Analysis (fsQCA): Guidelines for research practice in Information Systems and marketing
2021
Abstract The increasing interest in fuzzy-set Qualitative Comparative Analysis (fsQCA) in Information Systems and marketing raises the need for a tutorial paper that discusses the basic concepts and principles of the method, provide answers to typical questions that editors, reviewers, and authors would have when dealing with a new tool of analysis, and practically guide researchers on how to employ fsQCA. This article helps the reader to gain richer information from their data and understand the importance of avoiding shallow information‐from‐data reporting. To this end, it proposes a different research paradigm that includes asymmetric, configurational‐focused case‐outcome theory construc…
Identifying relevant segments of AI applications adopters : Expanding the UTAUT2’s variables
2021
Artificial intelligence (AI) is a future-defining technology, and AI applications are becoming mainstream in the developed world. Many consumers are adopting and using AI-based apps, devices, and services in their everyday lives. However, research examining consumer behavior in using AI apps is scant. We examine critical factors in AI app adoption by extending and validating a well-established unified theory of adoption and use of technology, UTAUT2. We also explore the possibility of unobserved heterogeneity in consumers’ behavior, including potentially relevant segments of AI app adopters. To augment the knowledge of end users’ engagement and relevant segments, we have added two new antec…
Identifying the combinations of motivations and emotions for creating satisfied users in SNSs: An fsQCA approach
2020
Social Networking Sites (SNSs) play an important role in our daily lives and the number of their users increases regularly. To understand how users can be satisfied in the complex digital environment of SNSs, this study examines how motivations and emotions combine with each other to explain high satisfaction. Users’ motivations comprise four attributes, entertainment, information, social-psychological, and convenience. Emotions are divided into their two main categories, that is positive and negative emotions. We draw on complexity and configuration theories, present a conceptual model along with propositions and perform a fuzzy-set qualitative comparative analysis (fsQCA). Through an empi…
Segmenting the audience of a cause-related marketing viral campaign
2021
Abstract This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfect…
User behaviours after critical mobile application incidents: the relationship with situational context
2015
Users occasionally have critical incidents with information systems IS. A critical IS incident is an IS product or service experience that a user considers to be unusually positive or negative. Critical IS incidents are highly influential in terms of users' overall perceptions and customer relationships; thus, they are crucial for IS product and service providers. Therefore, it is important to study user behaviours after such incidents. Within IS, the relationships between the situational context and user behaviours after critical incidents have not been addressed at all. Prior studies on general mobile use as a related research area have recognized the influence of the situational context,…
The Impact of Forced Answering and Reactance on Answering Behavior in Online Surveys
2020
Forced answering (FA) is a frequent answer format in online surveys that forces respondents to answer each question in order to proceed through the questionnaire. The underlying rationale is to decrease the amount of missing data. Despite its popularity, empirical research on the impact of FA on respondents’ answering behavior is scarce and has generated mixed findings. In fact, some quasi-experimental studies showed that FA has detrimental consequences such as increased survey dropout rates and faking behavior. Notably, a theoretical psychological process driving these effects has hitherto not been identified. Therefore, the aim of the present study was twofold: First, we sought to experi…
Shopping with virtual hands
2020
Retailers can use virtual reality as a new touchpoint for their customers: within an existent channel or as a new sales channel. Thus, it is crucial to understand the differences and similarities between the physical and the virtual shopping environment. Shopping simulations make it possible to test, observe, and collect data in a controlled, low-cost, and fast way compared to field experiments. However, past studies might have provided biased results due to the characteristics of the sample used. This study analyzes how consumers behave in two virtual shopping tasks. The exploratory, experimental research uses an immersive VR shopping environment and a sample of participants balanced acros…
Bag-of-word based brand recognition using Markov Clustering Algorithm for codebook generation
2015
International audience; In order to address the issue of counterfeiting online, it is necessary to use automatic tools that analyze the large amount of information available over the Internet. Analysis methods that extract information about the content of the images are very promising for this purpose. In this paper, a method that automatically extract the brand of objects in images is proposed. The method does not explicitly search for text or logos. This information is implicitly included in the Bag-of-Words representation. In the Bag-of-Words paradigm, visual features are clustered to create the visual words. Despite its shortcomings, k-means is the most widely used algorithm. With k-mea…
MDP-based Resource Allocation for Uplink Grant-free Transmissions in 5G New Radio
2020
The diversity of application scenarios in 5G mobile communication networks calls for innovative initial access schemes beyond traditional grant-based approaches. As a novel concept for facilitating small packet transmission and achieving ultra-low latency, grant-free communication is attracting lots of interests in the research community and standardization bodies. However, when a network consists of both grant based and grant-free based end devices, how to allocate slot resources properly between these two categories of devices remains as an unanswered question. In this paper, we propose a Markov decision process based scheme which dynamically allocates grant-free resources based on a spec…