Data Mining Practical Machine Learning Tools and Techniques

http://library.um.ac.id/free-contents/downloadpdf.php/buku/focus-groups-as-qualitative-research-by-morgan-david-l-11476.pdf

Focus groups as qualitative research / by Morgan, David L.

As more and more marketers incorporate social media as an integral part of the promotional mix, rigorous investigation of the determinants that impact consumers’ engagement in eWOM via social networks is becoming critical. Given the social and communal characteristics of social networking sites (SNSs) such as Facebook, MySpace and Friendster, this study examines how social relationship factors relate to eWOM transmitted via online social websites. Specifically, a conceptual model that identifies tie strength, homophily, trust, normative and informational interpersonal influence as an important antecedent to eWOM behaviour in SNSs was developed and tested. The results confirm that tie strength, trust, normative and informational influence are positively associated with users’ overall eWOM behaviour, whereas a negative relationship was found with regard to homophily. This study suggests that product-focused eWOM in SNSs is a unique phenomenon with important social implications. The implications for research...

Determinants of consumer engagement in electronic word-of-mouth in social networking sites

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Qualitative Research in Information Systems

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Multivariate Data Analysis With Readings

The escalation and convergence of distributed networks and wireless telecommunications has created a tremendous potential platform for providing business services. In consumer markets, mobile marketing is expected to be a key growth area. The immediacy, interactivity and mobility of wireless devices provide a novel platform for marketing. The personal and ubiquitous nature of devices means that interactivity can be provided anytime and anywhere. However, as experience has shown, it is important to keep the consumer in mind. Mobile marketing permission and acceptance are core issues that marketers have yet to fully explain or resolve. This paper provides direction in this area. After briefly discussing some background on mobile marketing, the paper conceptualises key characteristics for mobile marketing permission and acceptance. The paper concludes with predictions on the future of mobile marketing and some core areas of further research.

Mobile marketing: the role of permission and acceptance

The increased availability of electronically mediated self-service technologies in the banking industry has changed the way banks service their customers. Banking customers today can access, through a variety of different channels, sets of powerful tools which allow them to conduct analyses, make decisions and enact financial transactions via working from their home, office or elsewhere. Following practice, research into the adoption and use of electronic banking channels has grown substantially over the last three decades. However, banks seek further growth in consumer electronic banking. Prior research may not have identified all the issues involved in adoption and use and may be limited in other ways. Scholars face challenges researching this area due to fragmented findings and methods over three decades of study. The aim of this paper, therefore, is to empirically determine the 'state-of-play' of research in this field. Using a systematic and comprehensive review of 247 peer-reviewed articles from key research outlets, this paper reveals theories and methods used to study adoption of electronic banking channel at the individual level. Among other things, the findings indicate domains and issues which have been well- or under-researched, conceptual frameworks and principles which have been lightly- or substantially-drawn upon, as well as research methods which have been heavily- or under-utilized. In order to advance research in electronic banking, future researchers should consider diversifying their theoretical and methodological approaches using the opportunities uncovered in our findings.

Three decades of research on consumer adoption and utilization of electronic banking channels: A literature analysis

Advertising creatives are often characterised in terms of stereotypes such as genius or maverick. Relatively few studies have focused on the complexities and contradictions that face creatives in their professional role. In this paper we draw on depth interviews conducted with a small sample of senior-level creatives working in a cross-section of New York agency settings to explore the ways in which they negotiate and resolve their senses of personal and professional identity. We find that ad agencies are a site of conflict and insecurity for these creatives, yet also of potential fulfilment. We suggest that these creatives may be complicit in the conflict because their sense of professional identity has a substantial investment in it. We suggest that the advertising industry has not evolved working practices that fully assimilate those creatives who experience such dilemmas of identity.

Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand

Classroom interaCtivity has a number of significant benefits: it promotes an active learning environment, provides valuable feedback for lecturers, increases student motivation, and enables a learning community. 6 On the other hand, interactive activities for large classes (over 100 students) have proven to be quite difficult and, often, inefficient. 3 During the past six years the rapid proliferation of mobile devices, particularly cellular phones, has presented an opportunity to develop new interactive classroom systems which have the potential to enhance students' learning experience. The present challenge for researchers is to go beyond anecdotal perceptions and obtain empirical evidence about the impact of these technologies in the classroom. This paper describes a novel application of short-message-services (SMS) for large-class interactivity, and assesses its impact on the learning experiences of 1200 students in a large undergraduate class. The traditional lecture theatre environment has provided universities with a cost effective and scaleable means of teaching students. However, this has come at the price of making interaction difficult and inefficient, leading to reduced student engagement, motivation and learning. 3 Classroom Feedback Systems (CFS) provide one possible technological mechanism that can efficiently enable interaction in large classes. Known by various names (e.g., " clickers ") and produced commercially by a range of vendors , CFS technologies have been used since the sixties to allow students to respond to questions and have the results processed and displayed for use by the lecturer and the class as a whole. The more sophisticated CFSs provide the ability to answer a range of question types, from simple yes/no through to detailed responses, free-form questions and role-playing. Current platforms range from small infra-red units, through radio units, to the use of Web systems accessed by wireless personal digital assistants (PDAs) or laptops. These systems are generally well regarded by students when they are used. Numerous case studies have described the use of CFS technologies in disciplines ranging from the physical sciences through mathematics, accountancy and literature. A variety of positive outcomes from the use of CFS technologies have been reported including improved understanding of important concepts, 6, 7 increased student engagement and participation, 3, 7 improved quality of discussion in the classroom 7 and improved teacher awareness of student difficulties. 7 A clearer perception of their students' current level of understanding allows instructors to adjust their teaching appropriately. However, CFSs are not a panacea. Using CFS technology without specific pedagogical …

Eusebio Scornavacca

Papers

Mobile marketing: the role of permission and acceptance

Three decades of research on consumer adoption and utilization of electronic banking channels: A literature analysis

Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand

Mobile phones in the classroom: if you can't beat them, join them

Mobile Ubiquity: Understanding the Relationship between Cognitive Absorption, Smartphone Addiction and Social Network Services