online media and
their impact over
Done by Bodoor Ghousheh/MBA student
Supervised by Dr Samer Mohammed
• “It’s not about technology and wanting to be online
constantly. It’s about wanting to belong and be connected
Johan Jervoe, Corporate VP, Global Marketing, McDonald’s Corp.
What is the meaning of contemporary online media?
Digital media, which includes photos, video and music, distributed
over the Internet, which are either non-copyrighted or
copyrighted materials provided either freely or for a fee
Desktop publishing is way cheaper than printing.
There is no “final product” in online media since articles published online could be
edited writer anytime, anywhere.
Articles can be published online in just a click; while offline publishing takes a while.
Online publications can reach readers from anywhere, anytime, as long as there is
internet connection. Moreover, online media is effective to get through the youths and
the large population of web users.
You can share an online publication just by sending a link to your friend. No need to
scan, photocopy, or even hand over a paper
Advantages of online media over traditional media
The impact of online media over individuals opinions
Paper Title: Interaction of Media, Public Opinion and
Foreign Policy in China.
A Case Study of Nanjing-Nagoya Relation Suspension
Main idea of the paper:
This article shed the light on the relationship between
online media and government policy, the relation between
traditional media and online media, in the context of the
Japanese –Chinese relations.
This study examines the impact of Chinese online media on
foreign policy making in China by analyzing whether and
how Chinese bloggers were able to influence China’s
foreign policy decisions regarding Japan
Purpose/Aim of the paper
• This paper builds a Resultant Acceleration Model to
explain their relationship, in which there is a reaction
chain and deepening effect of the media, opinion and
policy. Public opinion serves as a good reference for
government officials and does help set the policy agenda.
Media 2inform and reflect the public and it plays an
active role in shaping information and public opinion,
which are important for foreign policy decision making.
-The Globe coverage(traditional
-Top News messages(new media)
-MFA press conferences
-the amount, the general tone
and attitudes of the posted
• RQ1: What’s the role of Chinese new media and what’s
its relationship with traditional
• media like in this case?
• RQ2: What’s the influence of public opinion on the
policy-making process and how it
• works differently or similarly on local and national
• RQ3: What’s the position of the government like? Is it
active or passive?
• Content analysis
• micro blog posts and comments were analyzed, which
spanned on two days, Feb. 20th and 21st.
• Systematic sampling of the comments
• The study is based on a content analysis of 190 micro
• posts that were posted in the immediate aftermath of the
incident mentioned above (February 20• 22, 2012). The paper analyses how the mainstream media
and the foreign policymakers in China
• reacted to the posts during the three-day time period,
which was characterized by an emotional
• public debate, extensive media coverage, and a strong
• traditional media and new
media are complimentary to
each other, with the former as
agenda setter and the latter as
• public opinion pushes
government officials’ foreign
policy making process,
accelerates policy change and
helps set the policy agenda. In
addition, the influential power
of public opinion on different
governments is different: for
the local government, public
opinio nworks very quickly
and is possible to bring about
big changes; while on the
national government ,it is at a
slow pace and the changes are
also relatively small and less
• Third, according to the
timeline and consistency
analysis, the government is
quite passiveand responsive,
mainly reacting to the public
opinion instead of actively
channeling it for theirown
hopefully, this study can be beneficial to look at the
influence of public opinion, not only confined to China, but
also in other countries
• Title of the paper: The Impact of E-Media on Customer Purchase
• Authors:. Mehmood Rehmani, Muhammad Ishfaq Khan.
Department of Management Sciences.
Mohammad Ali Jinnah University.
• Journal:(IJACSA) International Journal of Advanced Computer Science
Vol. 2, No.3, March 2011
• Main Idea :authors investigated the socia lmedia (e-discussion, websites,
online chat, email etc) parameters that have effect over the customers
buying decisions. There search focused on the development of research
model to test the impact of social media on the customer purchase
This study intends to explore the impact of social media on
purchase intention of mobile phone customers in Pakistan
Purpose of the paper
• STATEMENT OF THE PROBLEM
In view of the growing number of internet users, the
factors of social media that influence the purchase intention of
customers need to be explored. Social Media is being
considered playing an important role in customer buying
decisions, however little studies have explored its impact over
the customer purchase intention. This study intends to explore
the impact of social media on purchase intention of mobile phone
customers in Pakistan
Statement of the problem
1- Electronic Word of Mouth
2- Seller created online information
3- Information Acquisition
4- Perceived Quality (Combination of Product
and Service Quality)
5- Purchase Intention
H1 Electronic word of mouth has positive impact on
H2 Seller created information has positive impact on
H3 Electronic word of mouth has positive impact on
H4 Electronic word of mouth has positive impact on
H5 Seller created information has positive impact on
H6 Seller created information has positive impact on
H7 Information acquisition positively impacts purchase
intention of customers.
H8 Perceived quality positively impacts purchase
intention of customers.
H9 Perceived quality has association with information
H10 Seller created information has association with
Electronic word of mouth.
• Title of the paper: SHUT-UP I DON’T CARE: UNDERSTANDING THE ROLE OF RELEVANCE
AND INTERACTIVITY ON CUSTOMER ATTITUDES TOWARDREPETITIVE ONLINE ADVERTISING>
• Authors: Damon E. Campbell1, Ryan T. Wrigh.
• Main idea of the paper: This paper focus on the new role of online media in
shaping customers attitudes and behaviors by discussing and searching the
relation between interactivity, personal relevance of ads and customers
• It also shed the light on the traditional method of marketing strategy which
is repetition and its relation to the customer positive attitude towards the
• This research paper argues that the online environment,
being far richer than traditional means of conveyance, has
a different constellation of constructs affecting attitudes
this research hopes to extend the traditional view of
advertising to the online environment by proposing two
additional constructs, other than repetition, that influence
attitudes of advertisements. These two factors are
personal relevance and interactivity
Purpose of this paper
• two empirical studies are undertaken to test the
relationships between interactivity, personal relevance
and attitudes. The first is a survey study (N=97), and the
second employs a laboratory experiment (N=118).
• a review of classic theory is presented that supports the
idea that repeated exposure of stimuli results in positive
attitude formation.(the Mere Exposure Theory and the
• H1a: For a repetitive online advertisement, a user’s attitude toward the ad is
positively affected by the level of personal relevance in the advertisement.
• H1b: For repetitive online advertisements, a user’s attitude toward the advertised
product is positively affected by the level of personal relevance in the
• H1c: In situations of repetitive online advertising, a user’s attitude toward a
website is positively affected by the level of personal relevance in the
• H2a: For repetitive online advertisements, the perceived level of interactivity in
online ads positively affects a user’s attitudes toward the ads.
• H2b: For repetitive online advertisements, the perceived level of interactivity in
online ads positively affects a user’s attitudes toward the products featured in the
• H2c: For repetitive online advertisements, the perceived level of interactivity in
online ads positively affects a user’s attitudes toward the website.
two different studies using different methods were
conducted. In the first study, survey methods were
employed to examine the hypotheses with a generalizable
sample. The second study used a laboratory experiment,
which allowed for isolation of the effects of interest. The
analysis of these studies was
conducted using structural equation modeling (SEM) with
AMOS 4.0 to test these hypotheses and the fit of these
A snowball sampling technique was used to recruit
participants for this study
• These two studies show that the effect of
• advertisement interactivity on all three dependent
variables (attitude toward the ad, website, and product
featured in the ad) was significant in both studies. Also,
the effect of personal relevance was significant in both
studies for attitude toward the advertisement. However,
there was not convergence between results in the two
studies regarding the effect of personal relevance on
attitude toward the website and attitude toward the
• H1c and H1b are the two hypotheses that were not supported
in both studies. However, neither was rejected by both studies.
Such results suggest that there may be mediating or
moderating variables of interest between the constructs
personal relevance and the dependent variables of attitude
toward the website and attitude toward the product. Future
research should investigate other possible factors that could
explain these results (e.g., irritation, annoyance, cognitive
• Studies 1 and 2 compliment each other by attesting to the
importance of the level of advertisement interactivity on
attitudes, and to the effect of personal relevance on attitudes
toward eCommerce advertisements.
• Non representative sampling method.
• these studies only used two levels of Interactivity (High
vs. Low) and one type of advertisement (popup ads).
Therefore, interpretation of these results should be
tempered with that understanding.
Future research should go beyond the scope of this research
and isolate the different dimensions of Interactivity (i.e.,
speed, range, and mapping). Also, future research should
investigate these effects with different types of
advertisements, which may or may not be able to
incorporate manipulations on every dimension of
• The perfect paper
• Clear statement of the problem and purpose of this paper
• Comprehensive with logical flow of ideas, with clear
literature review, with great usage of statics and tables
and good illustration of the variables and relations
between them, new and innovative model , it has the
limitations and recommendations for future research
• I think this paper has really added something modern and
innovative , it is really the perfect paper.