http://mediamatica.pbworks.com/f/challenges+opportunities+social+media.pdf

Users of the world, unite! The challenges and opportunities of Social Media

Discriminant validity assessment has become a generally accepted prerequisite for analyzing relationships between latent variables. For variance-based structural equation modeling, such as partial least squares, the Fornell-Larcker criterion and the examination of cross-loadings are the dominant approaches for evaluating discriminant validity. By means of a simulation study, we show that these approaches do not reliably detect the lack of discriminant validity in common research situations. We therefore propose an alternative approach, based on the multitrait-multimethod matrix, to assess discriminant validity: the heterotrait-monotrait ratio of correlations. We demonstrate its superior performance by means of a Monte Carlo simulation study, in which we compare the new approach to the Fornell-Larcker criterion and the assessment of (partial) cross-loadings. Finally, we provide guidelines on how to handle discriminant validity issues in variance-based structural equation modeling.

/pdf/a-new-criterion-for-assessing-discriminant-validity-in-4xs4c94ene.pdf

A new criterion for assessing discriminant validity in variance-based structural equation modeling

Most methodological fields undertake regular critical reflections to ensure rigorous research and publication practices, and, consequently, acceptance in their domain. Interestingly, relatively little attention has been paid to assessing the use of partial least squares structural equation modeling (PLS-SEM) in marketing research—despite its increasing popularity in recent years. To fill this gap, we conducted an extensive search in the 30 top ranked marketing journals that allowed us to identify 204 PLS-SEM applications published in a 30-year period (1981 to 2010). A critical analysis of these articles addresses, amongst others, the following key methodological issues: reasons for using PLS-SEM, data and model characteristics, outer and inner model evaluations, and reporting. We also give an overview of the interdependencies between researchers’ choices, identify potential problem areas, and discuss their implications. On the basis of our findings, we provide comprehensive guidelines to aid researchers in avoiding common pitfalls in PLS-SEM use. This study is important for researchers and practitioners, as PLS-SEM requires several critical choices that, if not made correctly, can lead to improper findings, interpretations, and conclusions.

An assessment of the use of partial least squares structural equation modeling in marketing research

Social Network Analysis

Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms – such as content sharing sites, blogs, social networking, and wikis – to create, modify, share, and discuss Internet content. This represents the social media phenomenon, which can now significantly impact a firm’s reputation, sales, and even survival. Yet, many executives eschew or ignore this form of media because they don’t understand what it is, the various forms it can take, and how to engage with it and learn. In response, we present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups. As different social media activities are defined by the extent to which they focus on some or all of these blocks, we explain the implications that each block can have for how firms should engage with social media. To conclude, we present a number of recommendations regarding how firms should develop strategies for monitoring, understanding, and responding to different social media activities.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2514472_code404914.pdf?abstractid=2514472&mirid=1

Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media

Since the introduction of covariance-based structural equation modeling (SEM) by Joreskog in 1973, this technique has been received with considerable interest among empirical researchers However, the predominance of LISREL, certainly the most well-known tool to perform this kind of analysis, has led to the fact that not all researchers are aware of alternative techniques for SEM, such as partial least squares (PLS) analysis Therefore, the objective of this article is to provide an easily comprehensible introduction to this technique, which is particularly suited to situations in which constructs are measured by a very large number of indicators and where maximum likelihood covariance-based SEM tools reach their limit Because this article is intended as a general introduction, it avoids mathematical details as far as possible and instead focuses on a presentation of PLS, which can be understood without an in-depth knowledge of SEM

/pdf/a-beginner-s-guide-to-partial-least-squares-analysis-4x2yuodki1.pdf

A Beginner's Guide to Partial Least Squares Analysis

Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence

This introduction to this special issue discusses artificial intelligence (AI), commonly defined as “a system’s ability to interpret external data correctly, to learn from such data, and to use tho...

Andreas M. Kaplan

Papers

Users of the world, unite! The challenges and opportunities of Social Media

A Beginner's Guide to Partial Least Squares Analysis

Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence

A Brief History of Artificial Intelligence: On the Past, Present, and Future of Artificial Intelligence:

Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster