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Corporate Blogs: A New Reality for Developing Consumer-Brand Centricity (Experimental Approach) 企业博客:发展消费者品牌中心性的新现实(实验方法)
Pub Date : 2014-04-01 DOI: 10.4018/ijvcsn.2014040103
N. Sinha
As economic challenges and pressures for businesses mount, marketing teams are faced with major decisions. While widespread consumer anxiety results in dwindling businesses, marketing budget allocations are hit by cutbacks and marketers face the challenge of better market performance in a restrained economy. Investments and organizational objectives have been reframed. While retention of market share appears the biggest thought, equally important is to continue to build the product or service's customer base and avoid losing brand value during constrained times. The need is to reorganize brand portfolios, rethink spending approaches, generate more fine-grained customer insights, overhaul pricing and segment management and restructure sales, service, and channel strategies. Better brand positioning and appropriate use of technological tools enables shrinking the budgets for marketing resource allocation. In this context, brand positioning gains importance as a strategic marketing function. It further becomes vital for organizations to recognize the consumer as a significant dimension in evaluating and positioning organizational brands. This can be achieved through adoption of appropriate brand management strategies. In this paper, the authors explore the use of organizational blogs for increasing consumer brand knowledge. Blogging is shaping into a useful organizational tool for brand propagation and interaction with consumers with several corporates having effectively launched Corporate Blogs, thereby shaping consumer perception, by adding to consumer knowledge about organizations, brands and products. In this paper the researcher analyses the improvement in Consumer brand knowledge by exposure of the consumer to a corporate blog. A simulated lab environment is created where a set of consumers are exposed to a brand blog for a period of ten minutes. The variation in levels of consumer brand knowledge is calculated. Future scope of work is outlined in measuring the variation in consumer sentiment pertaining to a brand before and after increase in a consumer's knowledge pertaining to a brand. Subsequently Brand knowledge maps will be developed to measure the results empirically. In the era of consumer empowerment, the average consumer is faced with numerous product and brand choices. In a fiercely competitive environment, organizations who want to retain their consumers and increase consumer-brand loyalty need to focus on increasing the consumer's knowledge about the brand.
随着经济挑战和企业压力的增加,营销团队面临着重大决策。虽然消费者普遍的焦虑情绪导致企业萎缩,但营销预算拨款受到削减的打击,营销人员面临着在经济受限的情况下提高市场表现的挑战。投资和组织目标已经重新规划。虽然保持市场份额似乎是最重要的考虑,但同样重要的是继续建立产品或服务的客户群,避免在有限的时间内失去品牌价值。需要重组品牌组合,重新思考消费方式,产生更细致的客户洞察,全面调整定价和细分管理,重组销售、服务和渠道战略。更好的品牌定位和适当使用技术工具可以减少营销资源分配的预算。在此背景下,品牌定位作为一种战略营销功能显得尤为重要。组织进一步认识到消费者是评估和定位组织品牌的重要因素,这一点变得至关重要。这可以通过采用适当的品牌管理策略来实现。在本文中,作者探讨了使用组织博客来增加消费者品牌知识。博客正在成为品牌传播和与消费者互动的有用组织工具,一些公司已经有效地推出了企业博客,从而通过增加消费者对组织、品牌和产品的了解来塑造消费者的看法。在本文中,研究人员分析了消费者接触企业博客对消费者品牌知识的提高。在一个模拟的实验室环境中,一组消费者在十分钟的时间里接触一个品牌的博客。计算了消费者品牌知识水平的变化。未来的工作范围概述了在消费者对品牌的知识增加之前和之后测量与品牌有关的消费者情绪的变化。随后,将开发品牌知识地图,以实证方式衡量结果。在消费者赋权时代,普通消费者面临着众多的产品和品牌选择。在竞争激烈的环境中,想要留住消费者并提高消费者对品牌的忠诚度的组织需要专注于增加消费者对品牌的了解。
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引用次数: 1
Interactive Storytelling: Approaches, Applications, and Aspirations 互动故事叙述:方法、应用和愿望
Pub Date : 2014-01-01 DOI: 10.4018/ijvcsn.2014010102
J. Smed
Interactive digital storytelling (IDS) aims at generating dramatically compelling stories based on the user's input. During a quarter of a century of research, IDS has promised to change the way computer games and other interactive applications tell stories. This paper reviews the theory behind IDS as well as the current state of IDS research, and studies whether — and how — IDS can improve interactive applications in general and computer games in particular.
交互式数字叙事(IDS)旨在根据用户的输入生成引人注目的故事。经过四分之一个世纪的研究,IDS已经承诺要改变电脑游戏和其他互动应用程序讲故事的方式。本文回顾了入侵防御背后的理论以及入侵防御研究的现状,并研究了入侵防御是否以及如何改善一般的交互式应用,特别是电脑游戏。
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引用次数: 9
Incentivizing High-Quality Reviews in Peer-to-Peer Settings: A Feasibility Study with Student Assignments 在点对点环境中激励高质量评论:学生作业的可行性研究
Pub Date : 2014-01-01 DOI: 10.4018/ijvcsn.2014010101
J. Yue, Klemens Böhm, S. V. Stackelberg
Peer reviewing has been touted as a popular instrument to identify good contributions in communities. A problem of peer reviewing is that reviewers have little incentive to make significant effort. To address this problem, the authors introduce a new variant of peer reviewing. It differs from conventional peer reviewing in two ways: First, peers who have made a contribution must also review the contributions made by others. Second, each contributor issues ratings regarding the reviews he has received. To incentivize reviewing, they design an assessment scheme which does not only assess the quality of the contribution made by a peer, but also the quality of the reviews he has submitted. The scheme ranks peers by overall performance, and the ranks determine their payoff. Such a setting gives way to competition among peers. A core challenge however is to elicit objective reviews and ratings. The authors consider two issues which are in the way of this objectiveness: First, they expect preference bias in ratings, i.e., peers tend to prefer reviews with high scores, but dislike reviews with low scores. Second, strategic peers might defame others in their reviews or ratings. This is because they perceive others as competitors. In this paper, they propose a heuristic to address these issues. Further, they carry out a user study in a lecture scenario to evaluate their scheme. It shows that students are incentivized to submit high-quality reviews and that their scheme is effective to evaluate the performance of students.
同行评议被吹捧为一种流行的工具,可以识别社区中的优秀贡献。同行评议的一个问题是,评议者很少有动机做出重大努力。为了解决这个问题,作者引入了一种新的同行评审方法。它与传统的同行评议有两个不同之处:首先,做出贡献的同行也必须审查其他人的贡献。其次,每个贡献者根据他收到的评论发布评级。为了激励审稿,他们设计了一种评估方案,不仅评估同行的贡献质量,还评估他提交的审稿质量。该方案根据整体表现对同行进行排名,排名决定了他们的收益。这样的环境让位于同伴之间的竞争。然而,一个核心挑战是获得客观的评论和评级。作者考虑了妨碍这种客观性的两个问题:首先,他们期望评分存在偏好偏见,即同伴倾向于喜欢高分的评论,而不喜欢低分的评论。其次,战略同行可能会在评论或评级中诋毁他人。这是因为他们将他人视为竞争对手。在本文中,他们提出了一种启发式方法来解决这些问题。此外,他们在讲座场景中进行用户研究以评估他们的方案。这表明学生被激励提交高质量的评论,他们的计划是有效的评估学生的表现。
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引用次数: 7
Community Detection Approaches in Real World Networks: A Survey and Classification 现实世界网络中的社区检测方法:综述与分类
Pub Date : 2014-01-01 DOI: 10.4018/ijvcsn.2014010103
P. Wadhwa, M. Bhatia
Online social networks have been continuously evolving and one of their prominent features is the evolution of communities which can be characterized as a group of people who share a common relationship among themselves. Earlier studies on social network analysis focused on static network structures rather than dynamic processes, however, with the passage of time, the networks have also evolved and the researchers have started to focus on the aspect of studying dynamic behavior of networks. This paper aims to present an overview of community detection approaches graduating from static community detection methods towards the methods to identify dynamic communities in networks. The authors also present a classification of the existing dynamic community detection algorithms along the dimension of studying the evolution as either a two-step approach comprising of community detection via static methods and then applying temporal dynamics or a unified approach which comprises of dynamic detection of communities along with their evolutionary characteristics.
在线社交网络一直在不断发展,其突出特征之一是社区的发展,社区可以被描述为一群彼此之间拥有共同关系的人。早期对社会网络分析的研究侧重于静态网络结构,而不是动态过程,但随着时间的推移,网络也在不断发展,研究者开始关注网络动态行为的研究。本文旨在概述社区检测方法,从静态社区检测方法到识别网络中动态社区的方法。作者还根据研究进化的维度对现有的动态群落检测算法进行了分类,分为两步方法,其中包括通过静态方法进行群落检测然后应用时间动态方法,或者包括动态检测群落及其进化特征的统一方法。
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引用次数: 19
Digital Businesses: Creation of a Research Framework for Organizational Readiness for Enterprise 2.0 数字商业:企业2.0组织准备研究框架的创建
Pub Date : 2014-01-01 DOI: 10.4018/ijvcsn.2014010104
A. Wahi, Y. Medury
Customers are no longer at the receiving end in the new digital economies. They have a say in everything and are co-creating products and services. Their connection with other customers is stronger and the influence they exert collectively on businesses is phenomenal. All this has been made possible by the technologies that the collaborative internet has made possible. Businesses have discarded hierarchies and functional pyramid structures in favor of flat empowered structures to improve decision responsiveness in the new age. Competency is fast replacing compatibility amongst successful employees. Geography is dead and interactions take place across boundaries of distance, time, language and culture. This transformation of the business enterprise to Enterprise 2.0 has become possible due to the use of Web 2.0 tools becoming common place and has had far reaching implications. The question that it raises is that are all organizations equally well equipped to take advantage of these changes or is it going to change the relative power equation amongst them to make some small forward looking technology savvy organizations suddenly more powerful than the erstwhile successful large giants who had built themselves on the strength of their products and markets over time. This paper aims at creating a framework that can help evaluate this emerging equation and assess the state of readiness of all organizations to meet this onslaught of business change. The framework addresses these technologies, the way they are impacting business strategy and spells out all that organizations need to do to be able to gear up to face the changing fabric of the new age enterprise.
在新的数字经济中,客户不再是接收方。他们在所有事情上都有发言权,共同创造产品和服务。他们与其他客户的联系更紧密,他们共同对企业施加的影响是惊人的。所有这一切都是通过协同互联网技术实现的。企业已经抛弃了等级制度和功能金字塔结构,转而支持扁平化的授权结构,以提高新时代的决策响应能力。在成功的员工中,能力正迅速取代兼容性。地理已经消亡,相互作用跨越了距离、时间、语言和文化的界限。由于Web 2.0工具的使用变得越来越普遍,并且产生了深远的影响,因此企业向enterprise 2.0的这种转换已经成为可能。它提出的问题是,是否所有组织都同样具备利用这些变化的能力,或者它是否会改变它们之间的相对权力平衡,使一些具有前瞻性的技术头脑的小型组织突然变得比过去那些凭借产品和市场实力建立起来的成功的大型巨头更强大。本文旨在创建一个框架,该框架可以帮助评估这个新出现的等式,并评估所有组织的准备状态,以满足业务变化的冲击。该框架阐述了这些技术,以及它们影响业务战略的方式,并阐明了组织需要做的所有事情,以便能够准备好面对新时代企业不断变化的结构。
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引用次数: 1
Automated Data Extraction from Online Social Network Profiles: Unique Ethical Challenges for Researchers 从在线社交网络档案中自动提取数据:对研究人员的独特伦理挑战
Pub Date : 2013-10-01 DOI: 10.4018/IJVCSN.2013100102
Sophia Alim
As the use of online social networking (OSN) sites is increasing, data extraction from OSN profiles is providing researchers with a rich source of data. Data extraction is divided into non-automated and automated approaches. However, researchers face a variety of ethical challenges especially using automated data extraction approaches. In social networking, there has been a lack of research that looks into the unique ethical challenges of using automated data extraction compared to non-automated extraction. This article explores the history of social research ethics and the unique ethical challenges associated with using automated data extraction, as well as how these impact the researcher. The author's review has highlighted that researchers face challenges when designing an experiment involving automated extraction from OSN profiles due to issues such as extraction methods, the speed at which the field of social media is moving and a lack of information on how to deal with ethical challenges.
随着在线社交网络(OSN)站点使用的增加,从OSN配置文件中提取数据为研究人员提供了丰富的数据来源。数据提取分为非自动化和自动化两种方法。然而,研究人员面临着各种各样的伦理挑战,特别是使用自动数据提取方法。在社交网络中,一直缺乏对使用自动数据提取与非自动数据提取的独特伦理挑战的研究。本文探讨了社会研究伦理的历史和与使用自动数据提取相关的独特伦理挑战,以及这些挑战如何影响研究人员。作者的评论强调,由于提取方法、社交媒体领域的发展速度以及缺乏有关如何应对道德挑战的信息等问题,研究人员在设计涉及从OSN配置文件中自动提取的实验时面临挑战。
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引用次数: 6
Children's Social Participation in Virtual Worlds 儿童在虚拟世界中的社会参与
Pub Date : 2013-10-01 DOI: 10.4018/IJVCSN.2013100104
Terhi Tuukkanen, Terhi‐Anna Wilska, A. Iqbal, M. Kankaanranta
Virtual worlds provide an arena for children to express themselves and to interact with others. They are a natural and frequent part of children's life today. However, there is not much research on what actually happens in the online worlds and what kind of opportunities those worlds could offer to children and thereby enhance their social participation. The aim in this study is to explore the potential of virtual worlds for children's social participation. The empirical part of the study consists of interviews with 21 Finnish children, aged 11-15 years. By interviewing children, the authors examined their social practices in virtual worlds. In the study, the authors found seven types of social practice that make it possible for children to socialize with others, learn new things and skills, express themselves publicly and play in virtual worlds. Virtual worlds provide an arena for children to overcome the limitations of the real world. However, the freedom also has side effects: misbehavior.
虚拟世界为孩子们提供了一个表达自己和与他人互动的舞台。它们是当今儿童生活中自然而频繁的一部分。然而,关于网络世界到底发生了什么,以及这些世界能给孩子们提供什么样的机会,从而提高他们的社会参与度,并没有太多的研究。本研究的目的是探索虚拟世界对儿童社会参与的潜力。研究的实证部分包括对21名11-15岁的芬兰儿童的访谈。通过采访儿童,作者研究了他们在虚拟世界中的社交行为。在这项研究中,作者发现了七种类型的社会实践,这些实践使孩子们有可能与他人交往,学习新事物和技能,公开表达自己,并在虚拟世界中玩耍。虚拟世界为孩子们提供了一个克服现实世界限制的舞台。然而,这种自由也有副作用:行为不端。
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引用次数: 9
Profile, Gaming Usage and Purposes of Gaming of Internet Café Users in Manila: An Exploratory Study 马尼拉网吧用户的个人资料、游戏使用和游戏目的:一项探索性研究
Pub Date : 2013-10-01 DOI: 10.4018/ijvcsn.2013100103
Ana Clariza Natanauan, Jenmart Bonifacio, Mikael Manuel, R. Bringula, John Benedic R. Enriquez
This descriptive-exploratory study attempted to give the readers a portrait of cyber cafA© gamers in Manila. It determined the profile of gamers, their gaming usage, and their purposes of cyber cafA© gaming. Descriptive statistics revealed that most of the respondents were Manila settlers, students, pursuing or had obtained college degrees, male, young, Roman Catholic, single, belonged to middle-income class, and played games in cyber cafA©s in the afternoon once to twice a week. One-way chi-square showed that frequency of gaming was not equally distributed in a week and gamers showed tendency to play games in a cyber in a particular time of the day. Real-time strategy games were the most frequently played games in cyber cafA©s. To recreate, to relieve boredom, and to have fun were the top three reasons in playing games in cyber cafA©s. Conclusions and directions for future research were also presented.
这个描述性的探索性研究试图给读者一个在马尼拉的网络cafA©玩家的肖像。它决定了玩家的概况,他们的游戏使用情况,以及他们的网络cafA©gaming的目的。描述性统计显示,受访者多为马尼拉移民、在校学生、在读或已获得大学学位、男性、年轻、罗马天主教、单身、中等收入阶层,每周下午在网吧玩1 - 2次游戏。单向卡方分析显示,玩家在一周内玩游戏的频率并不是均匀分布的,他们倾向于在一天中的特定时间玩网络游戏。即时策略游戏是网吧最常玩的游戏©s。在网吧玩游戏的前三大原因是消遣、解闷和娱乐©s。最后提出了结论和今后的研究方向。
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引用次数: 5
Unveiling the Continuum of Intended and Unintended Consequences: Exploring Social Media's Impact on the Connections Made by Individuals who Self-Identify as Lesbian, Gay, Bisexual and/or Queer (LGBQ) 揭示有意和无意后果的连续性:探索社交媒体对自我认同为女同性恋、男同性恋、双性恋和/或酷儿(LGBQ)的个人建立联系的影响
Pub Date : 2013-07-01 DOI: 10.4018/IJVCSN.2013070101
Connie S. Barber, S. Bettez
Social media has become synonymous with every day communication in our technologically advanced society. Individuals use it to share information, make plans with friends and keep up with folks geographically dispersed from them. Lesbian, gay, bisexual, and queer (LGBQ) individuals often use social media to find other individuals with whom they can share about their sexual orientation. In this study, we use qualitative methods to explore the impact of social media on the connections made by individuals who self-identify as LGBQ.
在我们这个科技发达的社会,社交媒体已经成为日常交流的代名词。人们用它来分享信息,与朋友制定计划,并与地理上分散的人保持联系。女同性恋、男同性恋、双性恋和酷儿(LGBQ)群体经常使用社交媒体寻找其他可以分享他们性取向的人。在本研究中,我们使用定性方法来探讨社交媒体对LGBQ自我认同个体建立联系的影响。
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引用次数: 2
Cyber-Synchronicity: A Theoretical Model for Bridging the Virtual and the Material 网络同步性:连接虚拟与物质的理论模型
Pub Date : 2013-07-01 DOI: 10.4018/ijvcsn.2013070104
Jeffrey Smith
Communication affects us as human beings, whether via virtual worlds or the material one, and involves a variety of issues. Some are issues both worlds have in common, while others are unique, depending on the individuals involved, the communities inhabited, and the mediums utilized. Prior research has demonstrated that, for inhabitants who reside both in the virtual and the material, there is significant effect on the experience of both worlds stemming from both worlds. This study combines Gergen's Saturated Self theory, Hamman's Virtual Community theory, and Van Manen's four phenomenological existentials to posit both an additional four existentials unique to virtual communication and a theoretical model that can be used to chart the impact of each world upon the other. The Cyber-Synchronicity model will aid in a deeper understanding of the meaning and impact of synchronous and synonymous participation in a virtual community.
无论是通过虚拟世界还是物质世界,交流都影响着我们人类,并涉及各种各样的问题。有些问题是两个世界共有的,而另一些则是独特的,这取决于所涉及的个人、居住的社区和使用的媒介。先前的研究表明,对于同时生活在虚拟世界和物质世界中的居民来说,两个世界对两个世界的体验都有显著的影响。本研究结合了格根的饱和自我理论、哈曼的虚拟社区理论和范·马南的四种现象学存在主义,提出了虚拟交流特有的另外四种存在主义,并建立了一个理论模型,可以用来描绘每个世界对另一个世界的影响。网络同步性模型将有助于更深入地理解同步和同义参与虚拟社区的意义和影响。
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引用次数: 0
期刊
International journal of virtual communities and social networking
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