Download or read book Essays on Internet and Network Mediated Marketing Interactions written by Liye Ma and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Essays on Social Influence Network Effects and Use of Social Media in Impacting Consumer Behavior written by Kamer Toker Yildiz and published by . This book was released on 2014 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: The wide adoption of the Internet and social media has changed how consumers communicate amongst themselves and how companies communicate with their customers. Therefore, investigating the role of social interactions is important in understanding how consumers influence each other through online as well as offline channels for both marketing researchers, and companies that wish to leverage social media more effectively. This dissertation consists of two essays focusing on social influence, network effects and their marketing implications in today's socially engaged world. The first essay focuses on peer influence and studies the differential impact of online and offline social interactions on consumer's repeat usage behavior, and the effectiveness of monetary incentives in the presence of these social interactions. For this purpose, we develop a modeling framework that parses out the impacts of these individual effects and investigates their relative impact on behavior using a unique data set from a wellness program. We find that the effect of online interactions does indeed vary significantly in the presence of offline interactions and that ignoring the latter may well bias the estimates of the former. Furthermore, our results show that monetary incentives relative to social interactions have a significant, though lesser impact on repeat usage behavior. We finally offer several strategic implications by exploring a variety of scenarios through simulation analysis based on the model estimates. The second essay introduces anonymous others ("non-peer") influence in addition to peer influence and compares the relative influence of these two sources on consumers' product evaluations in an experimental setting. We show that contrary to the existing intuition, peers are not always more influential than non-peers and that the influence of these two sources depends on the proportion of people who endorse the product (i.e. , endorsement status: majority/minority endorsement). Interestingly, we find that peers have more positive influence than non-peers only under minority (but not majority) endorsement (experiment 1). We further show that peer influence manifests under minority endorsement because of consumers' endorsement and product fit perceptions (experiment 2). However, this effect diminishes if the endorsement is framed negatively (experiment 3) and gets stronger when the numeric size of the source is large (experiment 4). We discuss these findings in light of prevailing source influence theories and offer suggestions for marketing actions and firm strategy. We believe that this dissertation contributes not only to the marketing literature but also to other disciplines including social psychology, economics and operations research while offering useful implications for companies leveraging social media for both internal and external purposes.
Download or read book Essays on the Role of Social Interactions and Networks in Marketing written by Hema Yoganarasimhan and published by . This book was released on 2000 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Three Essays on Internet Marketing written by Michael S. Trusov and published by . This book was released on 2007 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book The Next Digital Decade written by Berin Szoka and published by TechFreedom. This book was released on 2011-06-10 with total page 578 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Media and Modernity written by John B. Thompson and published by John Wiley & Sons. This book was released on 2013-07-03 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: This wide-ranging and innovative book develops an original theory of the media and their impact on the modern world, from the emergence of printing to the most recent developments in the media industries.
Download or read book The Oxford Handbook of Networked Communication written by Brooke Foucault Welles and published by Oxford University Press. This book was released on 2020-01-24 with total page 676 pages. Available in PDF, EPUB and Kindle. Book excerpt: Communication technologies, including the internet, social media, and countless online applications create the infrastructure and interface through which many of our interactions take place today. This form of networked communication creates new questions about how we establish relationships, engage in public, build a sense of identity, and delimit the private domain. The ubiquitous adoption of new technologies has also produced, as a byproduct, new ways of observing the world: many of our interactions now leave a digital trail that, if followed, can help us unravel the rhythms of social life and the complexity of the world we inhabit--and thus help us reconstruct the logic of social order and change. The analysis of digital data requires partnerships across disciplinary boundaries that--although on the rise--are still uncommon. Social scientists and computer scientists have never been closer in their goals of trying to understand communication dynamics, but there are not many venues where they can engage in an open exchange of methods and theoretical insights. This handbook brings together scholars across the social and technological sciences to lay the foundations of communication research in the networked age, and to provide a canon of how research should be conducted in the digital era. The contributors highlight the main theories currently guiding their research in digital communication, and discuss state-of-the-art methodological tools, including automated text analysis, the analysis of networks, and the use of natural experiments in virtual environments. Following a general introduction, the handbook covers network and information flow, communication and organizational dynamics, interactions and social capital, mobility and space, political communication and behavior, and the ethics of digital research.
Download or read book Computer mediated Communication in Personal Relationships written by Kevin B. Wright and published by Peter Lang. This book was released on 2011 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: Lynne M. Webb (Ph. D., University of Oregon) is Professor in Communication at the University of Arkansas. She previously served as a tenured faculty member at the Universities of Florida and Memphis. Her research examines young adults' interpersonal communication in romantic and family contexts. Her research appears in over 50 essays published in scholarly journals and edited volumes, including computers in Human Behavior, Communication Education, Health Communication, and Journal of Family Communication. --Book Jacket.
Download or read book Information Management written by and published by . This book was released on 1999 with total page 934 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Cyberpragmatics written by Francisco Yus and published by John Benjamins Publishing. This book was released on 2011-08-22 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cyberpragmatics is an analysis of Internet-mediated communication from the perspective of cognitive pragmatics. It addresses a whole range of interactions that can be found on the Net: the web page, chat rooms, instant messaging, social networking sites, 3D virtual worlds, blogs, videoconference, e-mail, Twitter, etc. Of special interest is the role of intentions and the quality of interpretations when these Internet-mediated interactions take place, which is often affected by the textual properties of the medium. The book also analyses the pragmatic implications of transferring offline discourses (e.g. printed paper, advertisements) to the screen-framed space of the Net. And although the main framework is cognitive pragmatics, the book also draws from other theories and models in order to build up a better picture of what really happens when people communicate on the Net. This book will interest analysts doing research on computer-mediated communication, university students and researchers undergoing post-graduate courses or writing a PhD thesis. Now Open Access as part of the Knowledge Unlatched 2017 Backlist Collection.
Download or read book Computer Mediated Marketing Strategies Social Media and Online Brand Communities written by Bowen, Gordon and published by IGI Global. This book was released on 2014-10-31 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt: For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in todays business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.
Download or read book Digital Marketing written by Dave Chaffey and published by Pearson UK. This book was released on 2019-02-05 with total page 614 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.
Download or read book The Attention Merchants written by Tim Wu and published by Vintage. This book was released on 2017-09-19 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the author of the award-winning The Master Switch, who coined the term "net neutrality”—a revelatory, ambitious and urgent account of how the capture and re-sale of human attention became the defining industry of our time. "Dazzling." —Financial Times Ours is often called an information economy, but at a moment when access to information is virtually unlimited, our attention has become the ultimate commodity. In nearly every moment of our waking lives, we face a barrage of efforts to harvest our attention. This condition is not simply the byproduct of recent technological innovations but the result of more than a century's growth and expansion in the industries that feed on human attention. Wu’s narrative begins in the nineteenth century, when Benjamin Day discovered he could get rich selling newspapers for a penny. Since then, every new medium—from radio to television to Internet companies such as Google and Facebook—has attained commercial viability and immense riches by turning itself into an advertising platform. Since the early days, the basic business model of “attention merchants” has never changed: free diversion in exchange for a moment of your time, sold in turn to the highest-bidding advertiser. Full of lively, unexpected storytelling and piercing insight, The Attention Merchants lays bare the true nature of a ubiquitous reality we can no longer afford to accept at face value.
Download or read book Social Theory after the Internet written by Ralph Schroeder and published by UCL Press. This book was released on 2018-01-04 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: The internet has fundamentally transformed society in the past 25 years, yet existing theories of mass or interpersonal communication do not work well in understanding a digital world. Nor has this understanding been helped by disciplinary specialization and a continual focus on the latest innovations. Ralph Schroeder takes a longer-term view, synthesizing perspectives and findings from various social science disciplines in four countries: the United States, Sweden, India and China. His comparison highlights, among other observations, that smartphones are in many respects more important than PC-based internet uses. Social Theory after the Internet focuses on everyday uses and effects of the internet, including information seeking and big data, and explains how the internet has gone beyond traditional media in, for example, enabling Donald Trump and Narendra Modi to come to power. Schroeder puts forward a sophisticated theory of the role of the internet, and how both technological and social forces shape its significance. He provides a sweeping and penetrating study, theoretically ambitious and at the same time always empirically grounded.The book will be of great interest to students and scholars of digital media and society, the internet and politics, and the social implications of big data.
Download or read book The Wealth of Networks written by Yochai Benkler and published by Yale University Press. This book was released on 2006-01-01 with total page 532 pages. Available in PDF, EPUB and Kindle. Book excerpt: Describes how patterns of information, knowledge, and cultural production are changing. The author shows that the way information and knowledge are made available can either limit or enlarge the ways people create and express themselves. He describes the range of legal and policy choices that confront.
Download or read book It s Complicated written by Danah Boyd and published by Yale University Press. This book was released on 2014-02-25 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Surveys the online social habits of American teens and analyzes the role technology and social media plays in their lives, examining common misconceptions about such topics as identity, privacy, danger, and bullying.
