Social Network Analysis

行銷硏究 : Marketing research

The authors examine the implications of electronic shopping for consumers, retailers, and manufacturers. They assume that near-term technological developments will offer consumers unparalleled opportunities to locate and compare product offerings. They examine these advantages as a function of typical consumer goals and the types of products and services being sought and offer conclusions regarding consumer incentives and disincentives to purchase through interactive home shopping vis-à-vis traditional retail formats. The authors discuss implications for industry structure as they pertain to competition among retailers, competition among manufacturers, and retailer-manufacturer relationships.

Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in

What is Twitter

Digital Divide: Civic Engagement, Information Poverty, and the Internet Worldwide. Pippa Norris. New York: Cambridge University Press, 2002. 303 pp. $60 hbk., $20 pbk. Forecasts that the Internet heralds a world of more democracy and less poverty seem as inflated as dot.com stocks. This rosy view has electronic voting, political chat rooms, and email access re-engaging apathetic publics in politics. Digital technologies redress economic disparities, and the benefits of the Internet percolate down to transform poor societies. Equally exaggerated is the gloom of naysayers. The Internet Age has done little to narrow the gap between rich and poor countries, the information haves and havenots, cyber-skeptics contend. Indeed, digital technologies could create new inequalities and reinforce the dominance of power elites. In her new book, Digital Divide, Pippa Norris, associate director of the Joan Shorenstein Center on the Press, Politics and Public Policy at Harvard University, steps into this fusillade of cyber-hyperbole, lowers the decibel with a well-written and thoughtful examination of Internet use and access in 179 countries and dissects the claims and counter-claims. Her research and findings place her on middle ground, somewhere between current reality and optimism. The Internet era seems to be changing "politics as usual" in a number of countries, expanding and loosening information about governments and politics, allowing the entrance of new political players, and fostering international movements on the environment, women's rights, and other issues across borders. The disappointment is that digital technologies are activating the already politically active and passing up the disengaged and uninterested. A major challenge to digital democracy is the gulf between the United States, Scandinavia, and other early Internet adopters and the rest of the world. That gap is now so wide that at the turn of the century, more than three-quarters of the online community lived in the developed world. Internet use tracks the path of economic and technological development. But that situation could begin to change, Norris says. The Internet is in its technological adolescence. Costs of access are falling. And governments can make a difference if policymakers take the initiative. We have the historical patterns of other communication technologies to study. Norris examines theories of technological diffusion and points out that the American response to the Internet is more akin to the rapid spread of televisions and VCRs than the slower adoption of telephones and radios. American dominance could recede as Internet access grows worldwide. Contrary to what officials of the Bush Administration contend, Norris finds that the digital divide between rich and poor within the United States remains substantial. Europe mirrors that trend. In the long run, the Internet could become more accessible to the excluded: lower income families, minorities, and women. …

Digital Divide: Civic Engagement, Information Poverty, and the Internet Worldwide

This study examines how consumers’ engagement with social media platforms drives engagement with advertising embedded in these platforms and, subsequently, evaluations of this advertising. Our survey (N = 1,346, aged 13 and older) maps social media users’ engagement experiences with Facebook, YouTube, LinkedIn, Twitter, Google+, Instagram, Pinterest, and Snapchat and their experiences with and evaluations of advertising on these platforms. Our findings show that engagement is highly context specific; it comprises various types of experiences on each social media platform such that each is experienced in a unique way. Moreover, on each platform, a different set of experiences is related to advertising evaluations. It is further shown that engagement with social media advertising itself is key in explaining how social media engagement is related to advertising evaluations. The general conclusion is that there is no such thing as “social media.”

/pdf/engagement-with-social-media-and-social-media-advertising-31hcg0ri2z.pdf

Engagement with social media and social media advertising: the differentiating role of platform type

Online damage control: the effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms

https://isiarticles.com/bundles/Article/pre/pdf/2009.pdf

Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers’ online flow experience

Understanding online behavioural advertising

Political parties and politicians increasingly use the possibilities of the Internet to communicate interactively with citizens and vice versa. The Internet also offers opportunities for individual politicians to profile themselves. These developments are often said to bring politics closer to citizens, increasing their political engagement in politics. Empirical evidence for such claims is, however, scarce. In a scenario experiment and a laboratory experiment using real-world websites, the authors examine whether more personalized online communication (a focus on individual politicians) and the use of interactive features increase political involvement among citizens. The results from both studies demonstrate that both highly interactive and personalized online communication do increase citizens’ political involvement. Moreover, it was also found that political personalization positively moderates the effect of interactivity on political involvement, meaning that the effects of interactivity are even str...

Guda van Noort

Papers

Engagement with social media and social media advertising: the differentiating role of platform type

Online damage control: the effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms

Interactivity in brand web sites: cognitive, affective, and behavioral responses explained by consumers’ online flow experience

Understanding online behavioural advertising

Getting closer: The effects of personalized and interactive online political communication