This document discusses a study on interactive media usage among millennial consumers. The study uses decision tree analysis to generate models comparing millennial usage to Generation X and Baby Boomers across 21 technology applications. The models found that millennials use interactive technologies more than older generations, for both utilitarian purposes like information gathering as well as entertainment. However, millennials are less likely to purchase online than older groups. The findings suggest opportunities for multi-channel marketers given millennials' preference to research online but purchase in stores.
Interactive media usage among millennial consumerAsliza Hamzah
This article analyzes interactive media usage patterns among millennial consumers compared to Generation X and Baby Boomer cohorts. The study uses decision tree analysis of survey data from over 3,000 US consumers to generate models of usage across 21 technology applications. The models show that millennials use interactive media significantly more than older cohorts for 14 applications. Millennials employ interactive technologies for both utilitarian purposes like information gathering as well as entertainment. However, they are less likely to purchase online compared to older groups, presenting opportunities for multi-channel retailers and challenges for online-only retailers.
Impacts of online word-of-mouth and personalities on intention to choose a de...Nghiên Cứu Định Lượng
This study aimed to assess the link between electronic word-of-mouth (eWOM) on social media and personalities on intention to choose a tourism destination. The researchers developed a model combining the Information Adoption Model and the Big Five personality model. They surveyed 647 participants in Vietnam and found that the Information Adoption Model can predict behavioral intention to select tourism destinations. Additionally, certain personality traits like agreeableness, extraversion, and openness influenced how people adopt travel information from eWOM. However, personality's impact on behavioral intention was only partly explained by the model, suggesting other variables are also involved. The findings provide insights for targeting customers and improving eWOM advertising content.
Children's experience of retailers' mobile applicationsLaurent Muzellec
The purpose of this paper is to describe the nature of a branded mobile application experience for children, and analyse how these experiences affect the children’s and parents’ brand perceptions.
Design/methodology/approach – The authors use a qualitative approach focussing on the consumer perspective. Children were asked to use two selected applications from an I-Pad
tablet (“La Grande Récré” – A1 and “MonkiMi” – A2). Children and parents were subsequently interviewed.
Findings – Children primarily valued the emotional experience of the application (app).The parents appreciated their children’s cognitive experience of the mobile app. Parents are
much more responsive to mobile application communication, as they perceive to have more control over this new media and value the cognitive and emotional dimension of their children experience of the app.
Research limitations/implications – The study shows that branded apps can be an extremely effective way in delivering valuable brand content which positively impact brand erceptions.
This initial and exploratory study calls for further extensive research in this area.
Practical implications – This research demonstrates the untapped potential of sponsored apps as a communication medium.
Originality/value – The paper indicates that mobile applications constitute a new communication
channel for retailers and brand owners to interact at an emotional level with their existing or prospective customers.
Keywords Retailing, Experiential marketing, Child behaviour, Mobile applications
Factor Analysis of Students’ Exposure to Social Media for Food and Beveragesajjalp
Food and beverage marketing on social media is
a powerful factor to influence students’
exposure to social media and application for
food and beverage. It is a well-known fact that
most of the food and beverage business target
young people on the social media. The objective
of the study is to identify the factors associated
to the students’ exposure in the social media
platforms for food and beverage. The young
students between the ages 20 to 26 years
completed a self-administered questionnaire
survey on their media use for food and
beverages. The questionnaire was prepared
using Likert scale with five options from
strongly agree to strongly disagree. The data set
was described with descriptive statistics such as
mean and standard deviation. The exploratory
factor analysis with varimax rotation method
was used to extract the factors. The most
popular social media among the respondents
were Facebook, Instagram, and You Tube.
73.3% of the students were exposed to food and
beverage application in their mobile device and
76% of them followed the popular food and
beverage pages in social media. The result
revealed that social media posts, promotional
offer, and hygienic concept have positively
influenced majority of the students’ exposure to
social media for food and beverage.
Keywords: Factor analysis, Social Media, Food
and Beverage, Student, Promotional Offer
Goffman (1959) as (cited in Schulz 2012), used theatric allegory to define how a consumer behaves in his “impression management theory”, as a consumer is a social scientist who behaves in public, the way an actor performs on stage in front of an audience .
Schulz 2012 also elaborates; another useful measure of a consumer’s behavioral traits is “reflexivity” by which a customer’s response and reaction can be analyzed by his past experience.
Tapanainen et al-2018-the_electronic_journal_of_information_systems_in_develo...Nghiên Cứu Định Lượng
This research article investigates factors that affect the adoption of 3G mobile services in Vietnam by analyzing survey data using structural equation modeling. The study found that perceived usefulness has the strongest influence on intention and attitude to adopt 3G services. Social influence does not impact 3G adoption. The results also support including attitude as a variable in technology acceptance models. The findings suggest 3G providers should focus on enhancing perceived usefulness by developing useful applications in collaboration with content developers, and better understand customer needs rather than relying on social advertising to promote 3G services. Future research could examine the effects of different combinations of perceived enjoyment, usefulness and ease of use, and the relationship between perceived cost, social influence and intention on 3G adoption.
3: Reliability analysis of variables
Variables No. of Items Cronbach's Alpha
Use of social media 7 0.872
Trust 4 0.849
Retention 3 0.791
1) The study examined relationships between use of social media, trust, and customer retention in the hotel industry.
2) A survey found positive correlations between the three variables, suggesting that greater use of social media builds customer trust and retention.
3) Limitations included a focus on metropolitan Malaysia and reliance on self-reported experiences rather than measured behaviors. Future research could address limitations and further analyze relationships.
Consumers’ Information Source Horizon in a Decision-Making Process – A Europe...inventionjournals
The aim of this paper is to compare the information source horizon of consumers looking for products in a decision-making process in select countries of the European Union. An additional purpose is to verify the role of word of mouth (WOM) and e-WOM in the process of obtaining information about the product. The article is a reinterpretation of the results of the Consumer Barometer survey, which was carried out by research agency TNS on behalf of Google in 56 countries, including the EU countries, for three years, for a sample of at least 1,000 consumers 16 years of age and older randomly selected from each country.The majority of consumers from EU countries behave quite similarly. The largest difference in behaviour can be observed in the case of advertising. Although WOM is the most reliable source of information [Nielsen, 2015], it is not a primary chosen source in the EU. Considering only informal communication (WOM) in the process of finding information, consumers prefer personal contact. The value of the study is in the fact, that the answers to research questions can help marketers to better planning of marketing communications activities, particularly aimed at EU markets
Interactive media usage among millennial consumerAsliza Hamzah
This article analyzes interactive media usage patterns among millennial consumers compared to Generation X and Baby Boomer cohorts. The study uses decision tree analysis of survey data from over 3,000 US consumers to generate models of usage across 21 technology applications. The models show that millennials use interactive media significantly more than older cohorts for 14 applications. Millennials employ interactive technologies for both utilitarian purposes like information gathering as well as entertainment. However, they are less likely to purchase online compared to older groups, presenting opportunities for multi-channel retailers and challenges for online-only retailers.
Impacts of online word-of-mouth and personalities on intention to choose a de...Nghiên Cứu Định Lượng
This study aimed to assess the link between electronic word-of-mouth (eWOM) on social media and personalities on intention to choose a tourism destination. The researchers developed a model combining the Information Adoption Model and the Big Five personality model. They surveyed 647 participants in Vietnam and found that the Information Adoption Model can predict behavioral intention to select tourism destinations. Additionally, certain personality traits like agreeableness, extraversion, and openness influenced how people adopt travel information from eWOM. However, personality's impact on behavioral intention was only partly explained by the model, suggesting other variables are also involved. The findings provide insights for targeting customers and improving eWOM advertising content.
Children's experience of retailers' mobile applicationsLaurent Muzellec
The purpose of this paper is to describe the nature of a branded mobile application experience for children, and analyse how these experiences affect the children’s and parents’ brand perceptions.
Design/methodology/approach – The authors use a qualitative approach focussing on the consumer perspective. Children were asked to use two selected applications from an I-Pad
tablet (“La Grande Récré” – A1 and “MonkiMi” – A2). Children and parents were subsequently interviewed.
Findings – Children primarily valued the emotional experience of the application (app).The parents appreciated their children’s cognitive experience of the mobile app. Parents are
much more responsive to mobile application communication, as they perceive to have more control over this new media and value the cognitive and emotional dimension of their children experience of the app.
Research limitations/implications – The study shows that branded apps can be an extremely effective way in delivering valuable brand content which positively impact brand erceptions.
This initial and exploratory study calls for further extensive research in this area.
Practical implications – This research demonstrates the untapped potential of sponsored apps as a communication medium.
Originality/value – The paper indicates that mobile applications constitute a new communication
channel for retailers and brand owners to interact at an emotional level with their existing or prospective customers.
Keywords Retailing, Experiential marketing, Child behaviour, Mobile applications
Factor Analysis of Students’ Exposure to Social Media for Food and Beveragesajjalp
Food and beverage marketing on social media is
a powerful factor to influence students’
exposure to social media and application for
food and beverage. It is a well-known fact that
most of the food and beverage business target
young people on the social media. The objective
of the study is to identify the factors associated
to the students’ exposure in the social media
platforms for food and beverage. The young
students between the ages 20 to 26 years
completed a self-administered questionnaire
survey on their media use for food and
beverages. The questionnaire was prepared
using Likert scale with five options from
strongly agree to strongly disagree. The data set
was described with descriptive statistics such as
mean and standard deviation. The exploratory
factor analysis with varimax rotation method
was used to extract the factors. The most
popular social media among the respondents
were Facebook, Instagram, and You Tube.
73.3% of the students were exposed to food and
beverage application in their mobile device and
76% of them followed the popular food and
beverage pages in social media. The result
revealed that social media posts, promotional
offer, and hygienic concept have positively
influenced majority of the students’ exposure to
social media for food and beverage.
Keywords: Factor analysis, Social Media, Food
and Beverage, Student, Promotional Offer
Goffman (1959) as (cited in Schulz 2012), used theatric allegory to define how a consumer behaves in his “impression management theory”, as a consumer is a social scientist who behaves in public, the way an actor performs on stage in front of an audience .
Schulz 2012 also elaborates; another useful measure of a consumer’s behavioral traits is “reflexivity” by which a customer’s response and reaction can be analyzed by his past experience.
Tapanainen et al-2018-the_electronic_journal_of_information_systems_in_develo...Nghiên Cứu Định Lượng
This research article investigates factors that affect the adoption of 3G mobile services in Vietnam by analyzing survey data using structural equation modeling. The study found that perceived usefulness has the strongest influence on intention and attitude to adopt 3G services. Social influence does not impact 3G adoption. The results also support including attitude as a variable in technology acceptance models. The findings suggest 3G providers should focus on enhancing perceived usefulness by developing useful applications in collaboration with content developers, and better understand customer needs rather than relying on social advertising to promote 3G services. Future research could examine the effects of different combinations of perceived enjoyment, usefulness and ease of use, and the relationship between perceived cost, social influence and intention on 3G adoption.
3: Reliability analysis of variables
Variables No. of Items Cronbach's Alpha
Use of social media 7 0.872
Trust 4 0.849
Retention 3 0.791
1) The study examined relationships between use of social media, trust, and customer retention in the hotel industry.
2) A survey found positive correlations between the three variables, suggesting that greater use of social media builds customer trust and retention.
3) Limitations included a focus on metropolitan Malaysia and reliance on self-reported experiences rather than measured behaviors. Future research could address limitations and further analyze relationships.
Consumers’ Information Source Horizon in a Decision-Making Process – A Europe...inventionjournals
The aim of this paper is to compare the information source horizon of consumers looking for products in a decision-making process in select countries of the European Union. An additional purpose is to verify the role of word of mouth (WOM) and e-WOM in the process of obtaining information about the product. The article is a reinterpretation of the results of the Consumer Barometer survey, which was carried out by research agency TNS on behalf of Google in 56 countries, including the EU countries, for three years, for a sample of at least 1,000 consumers 16 years of age and older randomly selected from each country.The majority of consumers from EU countries behave quite similarly. The largest difference in behaviour can be observed in the case of advertising. Although WOM is the most reliable source of information [Nielsen, 2015], it is not a primary chosen source in the EU. Considering only informal communication (WOM) in the process of finding information, consumers prefer personal contact. The value of the study is in the fact, that the answers to research questions can help marketers to better planning of marketing communications activities, particularly aimed at EU markets
This document discusses research on intercultural competences and social media. It covers several topics:
1. Social media monitoring tools can be used to analyze online discussions about intercultural topics like the Erasmus program and gain insights into public attitudes.
2. A "third culture" model suggests that social media may be developing its own universal communication styles that bridge different cultures. Memetic communication uses multimedia to make comments more attractive and understandable globally.
3. Cultural differences can still be observed in online behaviors, like what types of content people from individualistic versus collective cultures prefer to share.
4. Overall, while social media may be developing some shared communication norms, it also enables the externalization
In China, a mobile education app is one of the top-three most popular apps, and its market size is
continually growing. As the age of the largest group of mobile app users in China is between 26 and 30 years
old, college students will become the largest potential group to use mobile education apps in the future.
Therefore, understanding the Chinese potential consumers’ attitude and behavior intention to use mobile
education apps is a good way for marketers to set up competitive strategies during promotions. Based on the
TAM model, this study used perceived usefulness, perceived ease of use, and perceived enjoyment to measure
students’ attitude and behavior intention to use mobile education apps in China. Based on the research of 125
Chinese college students, the result indicated that perceived usefulness and perceived enjoyment were positively
influencing users’ attitude and intention to use mobile education apps. However, the perceived ease of use didn’t
affect participants’ behavior intention to use education apps. It confirms that the perceptions of usefulness and
enjoyment are indicators of attitude and intention to use mobile education apps among Chinese college students.
Moreover, the perceived ease of use has a positive impact on the Chinese college students’ attitude toward
education apps but not the individual intention to use the apps. Therefore, in order to target Chinese college
students, marketers can focus on the usefulness and enjoyment of using education apps.
The study was undertaken with a purpose to study the attitude of students towards T.V advertisements on economic and social aspects. The sample comprised of 100 students selected by random sampling technique from Panjab University, Chandigarh. The findings revealed that advertisement helps to raise our standard of living whereas in social aspect an advertisement produces potentially negative side effects. Apart from that, the research serves as a good baseline for future research.
This document summarizes a research paper that examined how electronic word-of-mouth (eWOM) influences online consumers' purchasing decisions. It developed an information adoption model to understand what factors encourage consumers to accept and adopt online consumer reviews. The model was tested using data from users of the online customer community Openrice.com. The research found that comprehensiveness and relevance of the information were the most influential components of argument quality, making them key drivers of information adoption. Only 46% of variance in adoption was explained however, indicating there may be additional motivational factors beyond information usefulness alone.
Assessing the costs of public higher education in the commonwealth of virgini...Robert M. Davis, MPA
It has been identified that market failures can result from lack of information between individuals engaged in a transaction in a given market. The market being discussed in the context of this research has been the public higher education market. The analysis thus far has focused on asymmetry of information creating market failures in general.
Uses and gratification theory and the optimization of the media in the privat...Alexander Decker
This document summarizes a journal article that examines how the Bureau of Public Enterprises (BPE) in Nigeria utilizes media and the uses and gratification theory during privatization efforts. The study aims to determine how BPE applies uses and gratification concepts in its public relations practices, how messages are crafted, what factors influence media selection, and how audiences make media choices. The document provides background on BPE and privatization in Nigeria. It also reviews literature on uses and gratification theory and discusses how BPE's audiences and messaging may limit which audiences are reached. The review suggests BPE could better understand its audiences' motivations for media exposure when developing communication strategies.
Understanding online brand communities the role of NVivo and NCaptureQSR International
Want to understand what drives brand communities and their behavior? Interested in discussing Netnography, a qualitative research methodology that adapts ethnographic research techniques to the study of culture and communities emerging through computer-mediated communications?
See how you can gather and work with social media data using NCapture from within NVivo and then automatically code social media data quickly and easily in order to visualize the results.
This thesis examines differences in Twitter usage between college student season ticket buyers and non-buyers. Specifically, it investigates the role of social media and marketing in students' decisions to purchase ticket memberships and any constraints that may prevent attendance. The results show that students who purchased ticket memberships are more likely to follow the athletic organization on Twitter. However, no significant difference was found in overall Twitter usage between ticket buyers and non-buyers. The thesis contains 54 pages and examines this topic through analyzing students' social media behaviors and survey responses regarding sports ticket purchasing.
Digital Media Education for Korean YouthHafidzah Aziz
This document examines digital media education policies for youth in Korea. It provides an overview of trends in digital media education in English-speaking countries to frame the analysis. Digital media education aims to both empower youth and protect them, and can be categorized into awareness, access to hardware/software, and digital skills. The document then reviews digital media usage statistics for Korean youth and Korean government policies related to digital media education. It finds that while Korea has attempted a sophisticated framework, a formally established media education curriculum is still lacking.
Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle...University of Kelaniya
According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in
Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka.
This research article focuses mainly on determining the links between customer’s environmental attitudes,
subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations
of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires
were developed to get information for each and every aspect mentioned in the objectives. To go deep in to
the study areas researcher referred secondary data sources such as other research studies that were done in
Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well
as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By
using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken
in to this research. All the responses were collected online and taken them to one data base for the purpose
of analyzing. For this study, respondents who were identified as “being in the market” and other potential
respondents who intended to purchase cars in the near future. After the analysis has been done researcher
has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka.
As per the results, researcher has also come up with the managerial implications of the study and
recommendations.
This document is a dissertation exploring factors that influence consumer purchase decision making within the UK fashion retail industry. It begins with an abstract and introduction providing context and rationale for the study. The literature review then covers topics like fashion in society, cultural symbols, consumer decision making, and self-image perception. The methodology section outlines the research questions, approach, data collection from 102 questionnaires, sample, and ethics. Findings are discussed related to motivational factors, in-store factors, and responses to cultural symbols. The conclusion reflects on limitations and recommendations. In under 3 sentences, this document presents a study investigating what factors influence fashion purchase decisions, reviews relevant literature, and discusses findings from questionnaires related to motivational drivers, retail environment, and
- 83.2% of respondents said that COVID-19 was a heavily discussed topic in their work.
- Around 70% felt their organizations did a satisfactory job in managing communication about COVID-19.
- Common roles for communicators included providing updates on safety protocols, transitioning employees to remote work, and addressing misinformation internally and externally.
- The most trusted sources of information about COVID-19 were national health authorities, followed by local health authorities and employers.
This study analyzed the relationship between social media engagement on Facebook and drivers of the problem recognition stage of the consumer purchase process. A survey found that high Facebook users were more influenced by their desired state when recognizing a problem, while low Facebook users were more influenced by their actual state. The authors conclude that social media engagement can impact how individuals' perceived states activate the problem recognition stage of the purchase process and e-commerce companies could personalize marketing based on levels of social media use.
The Driving Factors of Instagram Utilization for Marketing Efforts in Promoti...cutirna
This research aims to reveal factors that drive online shops owned by the student of the university in Bandung which utilizes Instagram for marketing efforts. This research uses three theories stated by Morissan (2010), Joseph (2011) and Strauss and Frost (2009) then synthesis those factors and uses 21 factors to analyze with Factor Analysis methodology. The samples of respondents are online shops owned by students. The total sample is 101 respondents. From the Rotated Component Matrix, this research indicates 7 factors and purposes of the new driver factors through the labeling process. As the result, this research creates 7 new driver factors motivated and driven online shops owned by students to utilize Instagram for marketing efforts, consist of: Learning and Responsive Feedback factor, Limitless Shopping Benefits factor, Cash-less factor, Efficient Communication factor, Easy Customization, Relation and Distribution factor, and Extensive Market Target factor. For future research, the authors suggest conducting empirical research.
Diversity, client work, public relations education, self-reflection, student perceptions
Katie R. Place, Quinnipiac University
Antoaneta M. Vanc, Quinnipiac University
Journal of Public Relations Education - JPRE Vol 2 Issue 2 2016
The document outlines research objectives and findings for understanding consumers' desktop monitor usage and perceptions. Quantitative research with 153 respondents aged 18-24 found that most own smartphones and use them daily for communication, social media, and streaming. Brand familiarity is highest for Apple, Dell, and HP. Qualitative focus groups explored mobile device usage, tech purchase drivers, and perceptions of HP. Respondents were familiar with Apple and Dell brands from personal ownership and reported brand loyalty influenced purchases. HP brand perception was less positive until respondents experienced expanding mobile device capabilities onto a desktop monitor.
This document discusses the role of mass media in higher education. It argues that mass media can help address issues of massification and lack of access to higher education in India. Specifically, it notes that mass media technologies like television, radio, computers and the internet can be harnessed for open and distance learning programs to provide cost-effective education to more people. The document outlines how India's National Policy on Education from 1986 emphasized using educational technology, and discusses how universities and institutions are now utilizing technologies and mass media channels to broadcast educational content and make higher education accessible to remote areas.
The document summarizes research using a digital pen that records the stroke-by-stroke process of drawing to better understand and teach drawing skills. Key findings include:
1) Reviewing digital drawings with the pen's interactive timeline allows examination of drawings in new ways and more efficient review of drawing processes.
2) The pen is well-suited for teaching descriptive drawing techniques but less so for diagramming or complex design drawings.
3) Initial classroom use showed benefits but also challenges in engaging students due to the public nature of critiquing drawings. Refinements are being tested to improve social aspects of classroom use.
Freehand Drawing VS Transformed Digital DrawingMohd Syahmi
This document presents a preliminary study comparing freehand drawings to digitally transformed drawings. The author conducted a study using Photoshop to transform scanned freehand sketches into digital drawings with realistic materials.
The study involved three main steps: 1) Creating freehand line drawings through sketching, 2) Scanning drawings and finding material images online, 3) Using Photoshop to edit scans by adding materials with layers and effects.
Results showed transformed drawings maintained characteristics of freehand sketches while looking polished. A comparison found freehand drawings conveyed a sense of human imperfection while transformed drawings maintained this while adding realistic materials. The study provided a process for representing characteristics of freehand sketches in digital form.
This document discusses research on intercultural competences and social media. It covers several topics:
1. Social media monitoring tools can be used to analyze online discussions about intercultural topics like the Erasmus program and gain insights into public attitudes.
2. A "third culture" model suggests that social media may be developing its own universal communication styles that bridge different cultures. Memetic communication uses multimedia to make comments more attractive and understandable globally.
3. Cultural differences can still be observed in online behaviors, like what types of content people from individualistic versus collective cultures prefer to share.
4. Overall, while social media may be developing some shared communication norms, it also enables the externalization
In China, a mobile education app is one of the top-three most popular apps, and its market size is
continually growing. As the age of the largest group of mobile app users in China is between 26 and 30 years
old, college students will become the largest potential group to use mobile education apps in the future.
Therefore, understanding the Chinese potential consumers’ attitude and behavior intention to use mobile
education apps is a good way for marketers to set up competitive strategies during promotions. Based on the
TAM model, this study used perceived usefulness, perceived ease of use, and perceived enjoyment to measure
students’ attitude and behavior intention to use mobile education apps in China. Based on the research of 125
Chinese college students, the result indicated that perceived usefulness and perceived enjoyment were positively
influencing users’ attitude and intention to use mobile education apps. However, the perceived ease of use didn’t
affect participants’ behavior intention to use education apps. It confirms that the perceptions of usefulness and
enjoyment are indicators of attitude and intention to use mobile education apps among Chinese college students.
Moreover, the perceived ease of use has a positive impact on the Chinese college students’ attitude toward
education apps but not the individual intention to use the apps. Therefore, in order to target Chinese college
students, marketers can focus on the usefulness and enjoyment of using education apps.
The study was undertaken with a purpose to study the attitude of students towards T.V advertisements on economic and social aspects. The sample comprised of 100 students selected by random sampling technique from Panjab University, Chandigarh. The findings revealed that advertisement helps to raise our standard of living whereas in social aspect an advertisement produces potentially negative side effects. Apart from that, the research serves as a good baseline for future research.
This document summarizes a research paper that examined how electronic word-of-mouth (eWOM) influences online consumers' purchasing decisions. It developed an information adoption model to understand what factors encourage consumers to accept and adopt online consumer reviews. The model was tested using data from users of the online customer community Openrice.com. The research found that comprehensiveness and relevance of the information were the most influential components of argument quality, making them key drivers of information adoption. Only 46% of variance in adoption was explained however, indicating there may be additional motivational factors beyond information usefulness alone.
Assessing the costs of public higher education in the commonwealth of virgini...Robert M. Davis, MPA
It has been identified that market failures can result from lack of information between individuals engaged in a transaction in a given market. The market being discussed in the context of this research has been the public higher education market. The analysis thus far has focused on asymmetry of information creating market failures in general.
Uses and gratification theory and the optimization of the media in the privat...Alexander Decker
This document summarizes a journal article that examines how the Bureau of Public Enterprises (BPE) in Nigeria utilizes media and the uses and gratification theory during privatization efforts. The study aims to determine how BPE applies uses and gratification concepts in its public relations practices, how messages are crafted, what factors influence media selection, and how audiences make media choices. The document provides background on BPE and privatization in Nigeria. It also reviews literature on uses and gratification theory and discusses how BPE's audiences and messaging may limit which audiences are reached. The review suggests BPE could better understand its audiences' motivations for media exposure when developing communication strategies.
Understanding online brand communities the role of NVivo and NCaptureQSR International
Want to understand what drives brand communities and their behavior? Interested in discussing Netnography, a qualitative research methodology that adapts ethnographic research techniques to the study of culture and communities emerging through computer-mediated communications?
See how you can gather and work with social media data using NCapture from within NVivo and then automatically code social media data quickly and easily in order to visualize the results.
This thesis examines differences in Twitter usage between college student season ticket buyers and non-buyers. Specifically, it investigates the role of social media and marketing in students' decisions to purchase ticket memberships and any constraints that may prevent attendance. The results show that students who purchased ticket memberships are more likely to follow the athletic organization on Twitter. However, no significant difference was found in overall Twitter usage between ticket buyers and non-buyers. The thesis contains 54 pages and examines this topic through analyzing students' social media behaviors and survey responses regarding sports ticket purchasing.
Digital Media Education for Korean YouthHafidzah Aziz
This document examines digital media education policies for youth in Korea. It provides an overview of trends in digital media education in English-speaking countries to frame the analysis. Digital media education aims to both empower youth and protect them, and can be categorized into awareness, access to hardware/software, and digital skills. The document then reviews digital media usage statistics for Korean youth and Korean government policies related to digital media education. It finds that while Korea has attempted a sophisticated framework, a formally established media education curriculum is still lacking.
Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle...University of Kelaniya
According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in
Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka.
This research article focuses mainly on determining the links between customer’s environmental attitudes,
subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations
of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires
were developed to get information for each and every aspect mentioned in the objectives. To go deep in to
the study areas researcher referred secondary data sources such as other research studies that were done in
Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well
as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By
using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken
in to this research. All the responses were collected online and taken them to one data base for the purpose
of analyzing. For this study, respondents who were identified as “being in the market” and other potential
respondents who intended to purchase cars in the near future. After the analysis has been done researcher
has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka.
As per the results, researcher has also come up with the managerial implications of the study and
recommendations.
This document is a dissertation exploring factors that influence consumer purchase decision making within the UK fashion retail industry. It begins with an abstract and introduction providing context and rationale for the study. The literature review then covers topics like fashion in society, cultural symbols, consumer decision making, and self-image perception. The methodology section outlines the research questions, approach, data collection from 102 questionnaires, sample, and ethics. Findings are discussed related to motivational factors, in-store factors, and responses to cultural symbols. The conclusion reflects on limitations and recommendations. In under 3 sentences, this document presents a study investigating what factors influence fashion purchase decisions, reviews relevant literature, and discusses findings from questionnaires related to motivational drivers, retail environment, and
- 83.2% of respondents said that COVID-19 was a heavily discussed topic in their work.
- Around 70% felt their organizations did a satisfactory job in managing communication about COVID-19.
- Common roles for communicators included providing updates on safety protocols, transitioning employees to remote work, and addressing misinformation internally and externally.
- The most trusted sources of information about COVID-19 were national health authorities, followed by local health authorities and employers.
This study analyzed the relationship between social media engagement on Facebook and drivers of the problem recognition stage of the consumer purchase process. A survey found that high Facebook users were more influenced by their desired state when recognizing a problem, while low Facebook users were more influenced by their actual state. The authors conclude that social media engagement can impact how individuals' perceived states activate the problem recognition stage of the purchase process and e-commerce companies could personalize marketing based on levels of social media use.
The Driving Factors of Instagram Utilization for Marketing Efforts in Promoti...cutirna
This research aims to reveal factors that drive online shops owned by the student of the university in Bandung which utilizes Instagram for marketing efforts. This research uses three theories stated by Morissan (2010), Joseph (2011) and Strauss and Frost (2009) then synthesis those factors and uses 21 factors to analyze with Factor Analysis methodology. The samples of respondents are online shops owned by students. The total sample is 101 respondents. From the Rotated Component Matrix, this research indicates 7 factors and purposes of the new driver factors through the labeling process. As the result, this research creates 7 new driver factors motivated and driven online shops owned by students to utilize Instagram for marketing efforts, consist of: Learning and Responsive Feedback factor, Limitless Shopping Benefits factor, Cash-less factor, Efficient Communication factor, Easy Customization, Relation and Distribution factor, and Extensive Market Target factor. For future research, the authors suggest conducting empirical research.
Diversity, client work, public relations education, self-reflection, student perceptions
Katie R. Place, Quinnipiac University
Antoaneta M. Vanc, Quinnipiac University
Journal of Public Relations Education - JPRE Vol 2 Issue 2 2016
The document outlines research objectives and findings for understanding consumers' desktop monitor usage and perceptions. Quantitative research with 153 respondents aged 18-24 found that most own smartphones and use them daily for communication, social media, and streaming. Brand familiarity is highest for Apple, Dell, and HP. Qualitative focus groups explored mobile device usage, tech purchase drivers, and perceptions of HP. Respondents were familiar with Apple and Dell brands from personal ownership and reported brand loyalty influenced purchases. HP brand perception was less positive until respondents experienced expanding mobile device capabilities onto a desktop monitor.
This document discusses the role of mass media in higher education. It argues that mass media can help address issues of massification and lack of access to higher education in India. Specifically, it notes that mass media technologies like television, radio, computers and the internet can be harnessed for open and distance learning programs to provide cost-effective education to more people. The document outlines how India's National Policy on Education from 1986 emphasized using educational technology, and discusses how universities and institutions are now utilizing technologies and mass media channels to broadcast educational content and make higher education accessible to remote areas.
The document summarizes research using a digital pen that records the stroke-by-stroke process of drawing to better understand and teach drawing skills. Key findings include:
1) Reviewing digital drawings with the pen's interactive timeline allows examination of drawings in new ways and more efficient review of drawing processes.
2) The pen is well-suited for teaching descriptive drawing techniques but less so for diagramming or complex design drawings.
3) Initial classroom use showed benefits but also challenges in engaging students due to the public nature of critiquing drawings. Refinements are being tested to improve social aspects of classroom use.
Freehand Drawing VS Transformed Digital DrawingMohd Syahmi
This document presents a preliminary study comparing freehand drawings to digitally transformed drawings. The author conducted a study using Photoshop to transform scanned freehand sketches into digital drawings with realistic materials.
The study involved three main steps: 1) Creating freehand line drawings through sketching, 2) Scanning drawings and finding material images online, 3) Using Photoshop to edit scans by adding materials with layers and effects.
Results showed transformed drawings maintained characteristics of freehand sketches while looking polished. A comparison found freehand drawings conveyed a sense of human imperfection while transformed drawings maintained this while adding realistic materials. The study provided a process for representing characteristics of freehand sketches in digital form.
The Drawing Board VS Computer GenerationMohd Syahmi
This document discusses the use of thumbnail sketches in the graphic design process. It explores the traditional role of thumbnail sketches in idea development versus approaches using computers and existing online images. The document reports on a survey of graphic design students that found they now rely more on computer-generated ideas than traditional thumbnail sketches in their design process. It calls for graphic design education, especially in developing countries, to review pedagogy around idea development to reflect emerging trends from increased use of information and communication technologies.
This study examined the longitudinal relationship between childhood exposure to TV violence ages 6-10 and aggressive behavior in young adulthood about 15 years later. The study found that for a sample growing up in the 1970s-1980s, childhood exposure to media violence predicts increased aggressive behavior in young adulthood for both males and females, even after controlling for socioeconomic status, intelligence, and parenting factors. The results provide additional evidence that the effects of exposure to media violence in childhood can persist into adulthood.
This study examined the effectiveness of different multimedia elements in computer-supported learning environments. Researchers analyzed how the inclusion of graphics, audio, video or animation impacted student learning and satisfaction. They found that graphics were the most effective multimedia element for improving learning outcomes. While other elements like video held student interest better, graphics provided essential information most efficiently without distractions.
This document proposes research on students' preferences for using computer software or hand drawing in design works. The research would use quantitative methods like experiments, tests, and questionnaires to identify students' interests and determine if there are differences between preferences for computer software versus hand drawing. It would also investigate which tools are most important for meeting real industry needs based on factors like productivity, quality of work, and time management. The literature review will examine the history and roles of hand drawing and computer-aided design in art education and industry.
This document summarizes research on children gifted in realistic drawing. It finds that some children, called "precocious realists," are able to draw in a highly realistic style from a very young age, even without formal art training. These children use techniques like contour lines, differentiated shapes, and an illusion of depth that are atypical for their age. The document also compares drawings by children with autism spectrum disorder, finding they can produce even hyper-realistic drawings. Studies presented found that both typically developing precocious realists and children with ASD excel at tasks involving local visual processing and mentally segmenting complex images.
The Role of Hand Drawing in Basic Design Education in the Digital AgeMohd Syahmi
This document discusses the role of hand drawing in basic design education in the digital age. It argues that while computers have increasingly been used as design tools, hand drawing remains important. Research in drawing and cognitive sciences shows the fundamental role of hand drawing in problem solving and visual thinking. The document proposes that hand drawing should be fully integrated with digital techniques and across design curricula to be effective. It concludes that hand drawing has multiple functions in design teaching, including helping students learn to see and think visually.
Quantitative Analysis of Infant’s Computer-supported Sketch and Design of Dra...Mohd Syahmi
This study analyzed infants' computer-supported drawing behavior quantitatively and compared it to traditional paper and crayon drawing. Researchers conducted experiments where infants drew their favorite animals using different tools: paper and crayon, and drawing software with varying levels of features. The infants' drawing actions were recorded on video and analyzed using time and event sampling observation methods. The results showed that drawing software with small color palettes made color selection difficult for infants and limited creative stimulation. The study proposes that drawing software for infants should have large color palettes and easily movable coloring tools to reduce mental load and promote creativity.
the relationship of multiple intelligenceMaira Jaffri
This study investigated the relationship between multiple intelligence, effective study skills, and academic achievement among university students. 250 students from 4 universities participated. The study assessed students' multiple intelligences using Gardner's inventory, study skills using Congos' inventory, and academic achievement via prior semester grades. Results found a positive relationship between multiple intelligence, study skills, and academic achievement. Students at private universities had stronger study skills and achievement than public university students. The research suggests university environments should support developing students' intelligence and skills to enhance learning and performance.
This document discusses a study that investigated the relationship between multiple intelligences, self-efficacy, and academic achievement in gifted and regular Saudi female intermediate students. The study used three instruments to assess students' multiple intelligences, self-efficacy, and English language achievement. Results showed that interpersonal intelligence was the most preferred among both gifted and regular students, while musical intelligence was the least preferred. Differences were found in the order of other intelligence preferences between the two groups. Certain multiple intelligences correlated with achievement in specific English language skills and aspects for both groups. However, self-efficacy did not correlate with overall language achievement, though it was found to be a predictor of success. The study recommends that teachers support students' varied
This study examined the relationship between 101 pre-service education majors' multiple intelligence learning styles and their level of digital literacy. The results showed that only verbal-linguistic intelligence significantly correlated with digital literacy. When analyzed individually, each of the eight multiple intelligences showed a weak correlation. And together, the eight intelligences were a poor predictor of digital literacy. So the study found that multiple intelligences should not be used to accurately predict pre-service education majors' digital literacy levels.
This document outlines a study on artistic child prodigy phenomenon and whether natural talent or continuous practice is the cause. It begins with background on child prodigies exhibiting extraordinary skills before age 10. The study aims to identify characteristics of artistic child prodigies, factors that increase their likelihood, and whether their skills develop naturally or through practice. It reviews theories that skills could develop individually through natural talent or require a supportive system through learning and practice. The document presents research objectives and questions to understand artistic child prodigies and how their talents emerge.
This document discusses implementing multiple intelligences theory to improve academic achievement among Hmong English language learners. It begins by introducing the traditional teaching approach and need for strategies that support diverse learning styles. It then provides background on Hmong students as English learners who often struggle due to cultural differences like preference for cooperative learning. The purpose is to examine whether incorporating multiple intelligences increases achievement for Hmong ELs by engaging their varied strengths. While research has studied these topics separately, no work has looked specifically at their intersection.
“Behaviorism as a behaviorist views it” original writing by j.b watsonFarah Diana
This article provides a critical analysis of John B. Watson's 1913 paper that introduced behaviorism as a new school of thought in psychology. It outlines the history of behaviorism and Watson's key contributions, such as advocating for objective study of behavior and rejection of introspection. The article also discusses criticisms of Watson's paper for not offering solutions and failing to acknowledge value in studying mental processes. Overall, the article analyzes Watson's impact on establishing behaviorism and its influence on fields like applied psychology, social psychology, and understanding psychopathology.
Quantitative comparing design processes in digital and traditional sketchingMohd Syahmi
The document compares the design processes of designers working in digital and traditional sketching environments. A study was conducted using protocol analysis and the Function-Behavior-Structure coding scheme to analyze design process data from both environments. The results of the analysis found no statistically significant differences between the distributions and transitions of cognitive activities in the two environments. This suggests that the higher-level design thinking was not affected by the change in medium from traditional pen and paper to a digital sketching environment that emulated the traditional environment.
Interactive media usage among millennial consumerAsliza Hamzah
The document summarizes a study that uses decision tree analysis to generate models comparing interactive media usage among Millennial, Generation X, and Baby Boomer consumers. The study finds:
1) Millennial respondents indicate significantly higher usage of interactive media (such as social media and online reviews) compared to older generations for most activities.
2) Models show Millennials use interactive technologies for both utilitarian purposes like information gathering as well as entertainment, though they are less likely to purchase online than older groups.
3) Findings provide both empirical support and extensions to previous research on motivations for interactive media usage from a "uses and gratifications" perspective, and suggest directions for understanding economic versus emotional uses of technologies
How do students use smartphone in intercultural communication for group workJulie Tan
This report summarizes a group assignment that studied how university students use smartphones for intercultural communication in group work. The group conducted interviews and a thematic analysis of the data. Key findings included that students perceive smartphones positively but also as a distraction, that smartphones help build relationships and support academic work, and that personality and cultural differences can pose challenges to intercultural communication via smartphone. The report concluded by discussing limitations, connections to prior literature, and potential extensions of the research.
A study on Gen y consumer attitude toward social media marketing in TrichyAnup Mohan
This document summarizes a study on Generation Y consumers' attitudes toward social media marketing in Trichy, India. The study surveyed 150 students ages 18-33 on their internet, YouTube, and Facebook usage and attitudes toward social media marketing. It was found that more frequent use of these platforms correlated with more positive attitudes toward social media marketing. The study concluded that familiarity with social media influences consumer attitudes, and marketers should engage consumers on these platforms through entertaining, informative content to promote their brands.
The document discusses utilizing weight allocation in a term frequency-inverse document frequency (TF-IDF) environment to identify and remove noisy data from social media for improved customer segmentation and targeted advertising. Specifically, it aims to recognize keywords that can help cluster social media users based on demographics and behaviors while eliminating uninfluential data. The approach assigns higher weight to words that frequently appear in a document but rarely in the entire collection compared to common words.
This study examined the use of social networks among 1,487 adolescents in Andalusia, Spain. The results showed that most young people consistently used social networks, with the average age of joining being 12.5 years old. Two main motivations for using social networks were identified: social and psychological. No significant gender differences existed in frequency of use, but motivations did differ - boys tended to be motivated by emotional factors while girls were more relationally motivated. The findings provide insights into how social networks can impact social integration, citizenship, and education among youth.
Usage of YouTube Content among Chennai Urban Women.pdfPugalendhiR
Abstract: The majority of YouTube users are college students, therefore it's critical to understand their usage patterns,
goals, and any potential psychological and behavioural effects. In order to determine the current trends in YouTube usage
among female undergraduate students in Chennai City, this study will examine the devices used, memberships subscribed
to, purposes used, and identity formation time spent networking, negative impacts experienced, and educational usage.
Data from a survey were analysed with SPSS-Statistic 19.0 software, and the findings were compared to the examined
literature. According to the survey, students' YouTube networking habits will eventually win out over parents' and
teachers' attitudes, and although while cell phones are currently prohibited in many college buildings, they will
undoubtedly be utilised in classrooms in the near future. The discoveries provide the current study in this area more depth.
Psychological Factors of Mobile Phone Users and Social Media Networks on Indi...journal ijrtem
Abstract : Mobile devices in this modern generation such as cell phones has become the most used instrument in the people’s daily activities including browsing Internet and sending e-mails. In this work, the mobile technology is suggested to help the higher educational students, studies, check their emails, self-testing themselves, following news, search for jobs, the help of new learning environment to learn course subjects easily, collaborative learning opportunity, and remaindering the learning activities automatically (Homework and announcement, exam, self-test, chat, etc.). This application will also have the ability to send a voice call to their teachers and attend conferences through internet, even by video calls. Basically, some methods have been suggested to settle this application according to the available new technology. The preliminary outcomes of the conducted experiment demonstrated the possibility of applying mobile devices within the various help of the students at Girne American University and for the young people and scientific. In this work, survey is prepared as two forms, one for personnel information and the second for the use and benefits of using smart phones in higher education. Keywords: Psychology, Smart Phone, higher education, Internet Addiction, Positive Media
A Study on the Impact of Social Media Marketing on Consumer Behaviorijtsrd
The fastest and developed, adoption of social media on consumer behavior provides different new things of new marketing on a new product. Todays the internet, social media has been taken the status of high growth of every firm growth and these technology changes ways of doing business in their business world. Social media marketing for every organization, firms can adopt their own technology to advertising their products. In this research, we can assess the impact of social media marketing on consumer behavior towards buying a product or marketing a decision to buy a new product. While social media marketing also assess the impact a promotion marketing and door to door marketing. In this study totally 250 questionnaires were distributed among the colleges students and got back responses from 200questionnaire only. The research used convenient simple random sampling method. Researcher were used statistical tools such as Multiple regression analysis, ANOVA, Chi Square test, and Simple Percentage Analysis and interpret the analysis finally results shows that the positive impact on the social media marketing on consumer behavior. Mr. S. Ganesan | Mr. M. Suresh "A Study on the Impact of Social Media Marketing on Consumer Behavior" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-3 , April 2020, URL: https://www.ijtsrd.com/papers/ijtsrd30487.pdf Paper Url :https://www.ijtsrd.com/management/marketing/30487/a-study-on-the-impact-of-social-media-marketing-on-consumer-behavior/mr-s-ganesan
Personal factors as predictors of content specific use of the internet by aja...Alexander Decker
This document summarizes a study that examined how personal factors predict the content that university students access online. A survey was conducted of 200 students at Ajayi Crowther University in Nigeria. The study found that 40.5% of students used the internet for social networking, 32.8% for news and information, and 18.5% for entertainment. While all personal factors considered accounted for 67% of the variation in content choice, only academic level, religion, and socioeconomic status significantly influenced what content students accessed. The personal factors examined were age, gender, religion, socioeconomic status, and academic level.
RESEARCH PAPERRESEARCH PAPER1Bruce W. .docxeleanorg1
RESEARCH PAPER
RESEARCH PAPER
1
Bruce W. Norcise
Excelsior College
LA 298 CAPSTONE
How has social Media affected today’s Youth?
Social Media is a prominent part of today's life, especially among young people. Unfortunately, the users of social media do not stop to think about the effects it has on their lives. For instance, people are becoming anti-social while they are at the same time desperate to make more friends on Facebook or get more followers on Twitter. People need to know the impact of social media, both negative and positive, rather than just engage blindly. While there are many positive aspects of social media, the negative aspects are equally many. To help make the right choices, this paper will be an analysis of the effects of social media on youths, and how the negative effects can be handled.
This paper will help youths and parents understand the dangers of social media and know the boundaries they should use as they use it. Failure to do so will cause them to fall to varying traps and dangers that will have negative consequences. Social media is one sector of the internet that is greatly used by criminals. On this site, youths get exposed to cyberbullying, online predators and sexting. These dangers should be discussed to let people know their damaging effects and how they can be avoided. Other than the above-mentioned dangers of using social media, there are effects that are rarely discussed. For instance, teens are not aware of the dangers of exposing their address on public platforms. This paper will expose these dangers and many more as well as provide the most appropriate solutions.
References
Agosto, D., & Abbas, J. (2010). High school seniors' social network and other ict use preferences and concerns. Proceedings of the American Society for Information Science and Technology, 47(1),
Christakis, D. (2006). Media as a public health issue. Editorial. Archives ofPediatric and Adolescent Medicine
Donath, J. (2007). Signals in social supernets. Journal of Computer‐Mediated Communication, 13(1), article
21
Journal of College & Character
The Impact of Social Media on College Students
Jeanna Mastrodicasa, University of Florida
Paul Metellus, University of Florida1
Abstract
There are numerous ways, positive and negative, in which social media impact college students.
Understanding sheer volume of time and the type of activities for which college students use social
networking sites is crucial for higher education administrators. Researchers have begun to empiri-
cally examine impacts on students’ well-being and have found some preliminary results that call for
more research. They find that social media are not the problem—the problem is the specific use and
purpose of social media activities that make the difference.
1 Jeanna Mastrodicasa is assistant vice president for student affairs at the University of Florida. E-mail: [email protected] Paul
Metellus is an undergraduate at.
This document summarizes a literature review on the use of social media as a marketing tool. It begins by defining key terms related to social media and marketing, such as social media marketing, virtual brand communities, and factors that influence consumer attitudes. It then examines four main themes in current research: virtual brand communities and how they can influence consumer behavior; how consumer attitudes and motives are affected by social media use; the role of user-generated content; and the use of viral advertising. The review notes gaps in research, such as a lack of studies on the long-term promotional benefits of social media marketing for retailers.
This document discusses electronic word-of-mouth (eWOM) and its management by small firms. It provides context on how the internet has changed communication and opportunities for small businesses. The study explored how firms in Europe manage eWOM. Key findings include: firms rely on social interaction with consumers as part of their business model; firms across countries use similar eWOM strategies but neglect consumer motivation; firms are unsure how to initiate and maintain interactions; and firms do not measure eWOM outcomes or appreciate its potential impact. The document proposes a conceptual framework analyzing actors, their motivations to share content, and the role of "community knowledge".
INSTRUCTIONSDiscussion 1 Contextualizing Quantitative Data .docxcarliotwaycave
INSTRUCTIONS
Discussion 1: Contextualizing Quantitative Data in the Workplace- CORPORATE BANK FACILITATOR
What role does quantitative research play in your current (Corporate Bank Facilitator) professional role?
Share 1-2 specific examples of ways in which you have, or might, use quantitative data.
Include projects where you would like to do some analysis (quantitative, qualitative or mixed methods) but have not.
Describe the project and ask your classmates for their feedback!
· Your initial post (approximately 200-250 words) should address each question in the discussion
Running head: RESEARCH PROPOSAL 1
RESEARCH PROPOSAL 5
Topic: “The Effect of Social Media Marketing On Business Growth and Prosperity”
Introduction
Since early 2000s, businesses have seen the need of utilizing social media as a convenient platform to reach and engage their potential customers (Pourkhani et al., 2019). Social media has revolutionized the way businesses connect with consumers for the purpose of growing their brand. Notably, social media offers cheaper and highly accessible tools of marketing used by businesses to advance their promotional activities (Fan & Gordon, 2014). In United States, social media has highly transformed the world of business –allowing firms to innovate and improve their business plans in order to attain maximum growth and prosperity (As' ad & Alhadid, 2014). Therefore, this study explores the impact, benefit, and importance of social media to the growth and performance of businesses.
Purpose of the Study
According to Kane (2015), a researcher should have a tangible reason (s) for undertaking a particular study in any filed. Marketing is very crucial to each and every business. Marketing entails the need for companies to access the target markets and engage their potential customers. This is aimed at understanding customer needs and wants –something that is crucial in developing a product (s) which offer maximum satisfaction to consumers. Until late 90s, businesses relied on traditional mode of marketing which included radio, TV, newspaper, billboards, field-marketing, among others. Notably, these marketing channels were very expensive. However, the introduction of social media platforms in early 2000s availed cheap, accessible, and reliable means of reaching the target audiences. Consequently, there is need to explore the element of social media in order to establish its superiority and contribution in helping organizations to attain maximum growth and performance. Thus, this study seeks to establish the impact and benefit of social media platforms to organizations as far as elements of building brand awareness, increasing sales, and expanding markets are concerned.
Study Rationale
Before conducting a research, a researcher is supposed to explain clearly the importance of the study he or she is carrying out. This involves providing specific, valid, and ideally arguments in support of the research topic. The rationale of th ...
Running head TECHNOLOGICAL IMPACT RESEARCH STUDYTECHNOLOGIC.docxagnesdcarey33086
Running head: TECHNOLOGICAL IMPACT RESEARCH STUDY
TECHNOLOGICAL IMPACT RESEARCH STUDY
2
Technological impact research study
Gilberto Rodriguez
November 22, 2014
“WRTG 101S”
Introduction
Over the recent past, there has been an enormous revolution in the technological industry in terms of computing and communications. This has been due to a reduction
the costs of communication because of the technological advances and increased competition in the technological sector that has in turn reduced the cost of communication
. Moore’s
states that the production of microchips is on the double rise
every one and half years. In the current society, innovations made in the technological industry are bringing about a full range
and the policy makers are actually working on the ways of resolving the effects to do with economic productivity (Berque, Prey, Reed & WIPTE, 2006).
Technology can there be seen as a discrete power with a significant influence, and the impacts of technology are a metaphor. It is there seen as a dynamic force that causes collisions and impacts on the society. Mechanically, technology can be viewed as to be having an impact on the society as it reinforces that technological systems have an independent existence and appears to be having a mass, velocity and a momentum of its own, which drives technology to influence on the society (Karacapilidis, & Raisinghani, 2012).
Thesis Statement
The focus of this study is to establish and interpret the principles of technology and the effects of the technological advancements on the society socially, economically, and politically. The study will take a course of an extensive consultation and seeking data through questionnaires and face-to-face interviews with the respondents. In an attempt to extract a reliable data, the study will use direct interviews more often to establish the level of reality in the responses of the interviewed individuals as this will help in obtaining a more accurate data. Whereas some countries have not fully embrace the use of technology, the dynamism of the world has been driven by technology. In this study, two perspectives have been contrasted, and these are; the impacts caused by technology education in teaching and about the technology on the society (Johnston & Barker, 2002).
Background to the study
Science, technology, and the society are three elements that have been expanding over an extended period and this development started in the year 1960. In the technological view, they history of technology tries to examine technology in its social context. Starting in the early 1960s, some historians questioned the technological determinism, and some of them started developing contextual approaches to the history of the medicine. In the late 1960s, the student and faculty social movements and the European universities starting working for change rather than dispassionate and in the mid 1980 suit was now a decisive moment in the development of the STS .
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This document discusses a group research project on social media. The agenda includes conducting background research, a literature review, and developing individual research proposals. One proposal focuses on determining factors that influence young consumers' adoption of electronic word-of-mouth (e-WOM) via social media. While prior studies have examined motivations for generating e-WOM, little research has looked at what drives people to adopt or listen to e-WOM. The proposed study will use mixed methods to develop and test a model of the relationships between various information characteristics and the perceived usefulness and adoption of e-WOM among youth in New Zealand. The results could provide implications for how marketers promote brands via social media.
Article 5 A STUDY ON MARKETING OF ORGANIC PRODUCTS THROUGH SOCIAL MEDIA PLATF...Dr UMA K
The document discusses marketing organic products through social media platforms. It begins with an abstract that outlines the rise of organic products and niche markets. It then discusses how social media can serve as a powerful marketing tool for organic producers due to the "Long tail" theory. The introduction provides background on how social media has become an important part of marketing strategies. The literature review summarizes several studies on topics like social media marketing strategies and the use of platforms like Facebook and Twitter by organic food companies. The objectives are to understand traditional vs social media marketing and analyze social media channel use by the organic industry.
World Civilization I Professor Cieglo Spring 2019 .docxdunnramage
World Civilization I
Professor Cieglo
Spring 2019
“Cracking the Maya Code” Assignment (15 Points)
DUE Thursday, March 7th by 11:59pm on Blackboard
Link to Documentary: https://www.youtube.com/watch?v=OQLG0RF5UZY
Link to Transcript: http://www.pbs.org/wgbh/nova/ancient/cracking-maya-code.html
Answer each of the three questions below with a minimum of 75 words per question (although you may
need more to fully answer one or more of the questions.) THIS ASSIGNMENT MUST BE SUBMITTED AS A
.WORD OR PDF attachment on Blackboard, or I will not accept it and you will receive a “0.” You can
number your answers 1, 2, and 3.
1) What was the common historical view of the Maya before their writing was deciphered?
2) How did the events of a) World War I and b) the Cold War influence J. Eric Thompson’s study of the
Maya? Be sure to explain the influence of BOTH World War I and the Cold War.
3) How did the decipherment of the Maya writing system change scholars’ understanding of the Maya
Civilization?
https://www.youtube.com/watch?v=OQLG0RF5UZY
http://www.pbs.org/wgbh/nova/ancient/cracking-maya-code.html
MK390 Marketing across Cultures – Individual Assignment 2 – 2018/19 – subject to external examiner approval
Tutors: Dr Keith Perks and Dr Carmen Lopez
Aims of the Assignment
· To enable students to learn about a new culture of their choice
· To explore the effects of a different culture on consumer attitudes and behaviour and how exporting firms can use this knowledge effectively
· To identify and review appropriate literature on culture and social media to apply relevant theories and concepts on consumer and exporting firms use of social media.
Assignment Brief
Select an overseas country of interest (but it cannot be the UK, your home country, or the main one selected for assignment 1). You should then address the following 4 points:
1. Based on the theories and concepts from the literature, describe, discuss and interpret what is known, in general, about consumers, customers and managers motivations and behaviour in the social media environment.
2. Using your research of what is known from the literature about social media discussed in point 1, critically evaluate and apply appropriate cultural theories and concepts to explain how and why they might affect motivations and behaviour in social media in your selected country.
3. From your findings discuss the implications of this knowledge of culture and social media for SME exporters.
4. Identify any future avenues for further research.
5. Conclusion
Marking Scheme
Marking criteria
Proportion of Marks
Secondary research
Use of relevant secondary data and research literature from a suitably wide range of sources, appropriately integrated, summarized and referenced (Harvard system).
25%
Relevant discussion, application and integration of knowledge and theories in the areas of culture and social media
Demonstration of a sound understanding of cultural .
Similar to Interactive media usage among millennial consumer (20)
The document discusses data communication strategies of the Department of Statistics Malaysia (DOSM). It outlines DOSM's initiatives to strengthen its role as the official producer of statistics through effective data dissemination. This includes identifying customer needs and implementing programs to disseminate data through various channels. The document also reviews literature on best practices in data communication adopted by other statistical organizations to improve user satisfaction.
This document outlines a study on the impact of multimedia technology on traditional games among Generation Y in Malaysia. It discusses how Generation Y's lifestyle has been influenced by trends like globalization and technology. The study aims to understand Generation Y's perceptions of traditional games versus multimedia tools, investigate the effects of multimedia technology usage, and illustrate how technology evolution influences Generation Y's activities. The document describes the research methodology, which uses a mixed methods approach including surveys and interviews to address the problem statement and research questions.
The impact of Multimedia technology in influencing the extinction of traditio...Asliza Hamzah
This document outlines a study on the impact of multimedia technology on traditional games among Generation Y in Malaysia. It discusses how Generation Y's lifestyle has been influenced by trends like globalization and technology. The study aims to understand Generation Y's perceptions of traditional games versus multimedia tools, investigate the effects of multimedia technology usage, and illustrate how technology evolution influences Generation Y's activities. The document describes the research methodology, which uses a mixed methods approach including surveys and interviews to address the problem statement and research questions.
Graphic literacies for a digital age the survival of layoutAsliza Hamzah
This document discusses page layout and its importance in communication. It argues that while layout is often overlooked, especially in digital formats which prioritize linear text, layout provides important benefits to readers. Specifically, layout helps organize information on a page through visual cues like headings, images and columns. This allows readers to more easily understand relationships between different parts of a text. The document also notes that readers engaged in strategic reading, like when studying, benefit particularly from the navigational aids that layout provides. While new technologies sometimes do not support layout, the author argues it will continue to be important for readers.
Connected charts explicit visualization of relationship between data graphicsAsliza Hamzah
This document describes ConnectedCharts, a technique for displaying relationships between multiple data graphics/charts. ConnectedCharts allows hybrid combinations of charts like bar charts, scatterplots and parallel coordinates, with curves drawn between corresponding data tuples or axes. This helps show relationships clearer and can document a user's analytical process, with potential applications in visual analytics and dashboards.
Developments in measuring the “creative” workforceAsliza Hamzah
Author By :
Stuart Cunningham
ARC Centre of Excellence for Creative Industries and Innovation, Queensland University of Technology,
Brisbane, Australia
ARTIST AND ART DEALER AS A MARKETING CHANNEL Asliza Hamzah
This document discusses modeling the relationship between artists and art dealers as a marketing channel. It begins by reviewing literature on marketing channels and cultural economics. A basic model is then presented where an artist chooses an artistic effort level and an art dealer chooses a promotional effort level. The final sales depend on both efforts. The artist and dealer's payoffs depend on the sales and their costs of effort. Three different institutional frameworks are analyzed: simultaneous moves, sequential moves, and joint profit maximization. The results show the efforts and payoffs can differ under the different frameworks due to strategic interdependence between the artist and dealer.
VISUAL ARTISTS RIGHTS ACT (“VARA”) AND THE PROTECTION OF DIGITAL WORKS OF “PH...Asliza Hamzah
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1. Interactive media usage among millennial
consumers
Marguerite Moore
College of Textiles, North Carolina State University, Raleigh, North Carolina, USA
Abstract
Purpose – The purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing
environment based upon actual behavior.
Design/methodology/approach – A data mining approach using decision tree analysis (DTA) generates two comparative models (i.e. millennial
versus generation X and millennial versus baby boomers) of interactive media usage across 21 technology applications. A large national sample
(n ¼ 3,289) sourced from the Kantar Retail IQ constitutes the data for the models.
Findings – Millennial respondents indicate significantly higher usage of interactive media compared to both generation X and boomers across 14
applications. Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment.
However, they are less likely to purchase online compared to their older counterparts.
Research limitations/implications – Models provide evidence that both supports and extends previous research into interactive media from a uses
and gratifications perspective. Findings suggest theoretical directions for research for economic versus emotional uses of interactive media.
Practical implications – Findings suggest that while millennials are adept at using technology for research and interactive purposes they tend to buy
in stores, presenting opportunities for multiple channel marketers and challenges for those who market online exclusively.
Originality/value – The paper provides a realistic, comprehensive empirical model of interactive consumer behaviors across three prominent US
cohorts within the current generational cycle.
Keywords Millennial generation, Cohort analysis, Interactive marketing, Decision trees, User studies, Individual behaviour, Marketing starategy
Paper type Research paper
An executive summary for managers and executive
readers can be found at the end of this article.
Introduction
The accelerated pace of technological change in markets over
the past 20 years is unprecedented. The generation of
consumers that is coming of age along with the proliferation
of technology into nearly every facet of daily life is commonly
referred to as The Millennial Generation including members
of the US population born between 1982 and 2000. In
addition, technology drives global homogeneity among
worldwide population within the Millennial age group,
generating cross-border cohorts who exhibit similar attitudes
and behaviors. Members of the Millennial Cohort pose
challenges for their Baby Boomer and Generation X
predecessors in terms of education, management and
marketing (Reisenwitz and Iyer, 2009). Though academics
and practitioners recognize the importance of technology in
the daily function of Millennial consumers (e.g. Kavounis,
2008; Tsao and Steffes-Hansen, 2008), and have made
progress into understanding the motivations for using these
technologies (e.g. Grant and O’Donohoe, 2007), empirical
investigation of interactive technology usage in today’s
dynamic marketing environment is lagging behind the rapid
adoption of these technologies.
The purpose of this research is to determine a
comprehensive empirical model of interactive media usage
specifically among US Millennial consumers, to contribute to
an increasingly important knowledge base related to
technology driven marketing media. To achieve this end, an
inductive approach is employed that compares actual
interactive media usage among Millennial consumers to
their older counterparts: Generation X and Baby Boomers.
The research establishes a realistic model of interactive media
usage in the consumer decision process that provides direct
implications for practitioners who seek knowledge specific to
Millennial behaviors. Further, the research provides
important theoretical direction for understanding adoption
behaviors of interactive marketing technologies among the
three prominent cohorts currently driving US markets:
Millennial, Generation X and the Baby Boomers.
Literature
Consumer interactive media usage
A stream of marketing and more specifically, advertising
literature is evolving along with dissemination of the internet
as a tool for communication and commerce. Among this body
of work, a number of researchers focus upon various aspects
of interactive media and the young consumer’s acceptance or
avoidance of these media over the past five to ten years. This
stream of research focuses primarily upon the motivations and
outcomes of interactive media usage with the majority of
empirical investigation performed within the US using survey
designs with high-school and college student convenience
samples. With the exception of a single study (Reisenwitz and
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0736-3761.htm
Journal of Consumer Marketing
29/6 (2012) 436–444
q Emerald Group Publishing Limited [ISSN 0736-3761]
[DOI 10.1108/07363761211259241]
436
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2. Iyer, 2009) intergenerational research designs are absent from
this literature. The research can be broadly classified into two
areas: application of uses and gratifications theory, and the
role(s) of involvement, persuasion and information search in
motivating interactive behaviors. Across both of these areas,
consumer attitudes, intentions and behaviors in the context of
interactive media or marketing channels are integrated into
research designs, with limited evidence related to actual
behaviors.
Uses and gratifications theory (UGT) represents the
predominant approach to understanding interactive media
usage, particularly among young consumers. UGT assumes
that individuals select and use media in a goal-directed
manner to achieve a level of desired gratification, therefore
different types of media are perceived as unique by individuals
and must compete for their attention (Katz et al., 1974).
UGT is popular among interactive media researchers due to
its guidance in examining goal-directed behaviors which are
inherent in these dynamic technologies (Ruggiero, 2000).
Grant (2005) and Grant and O’Donahoe (2007) investigate
young consumer’s behavior with online marketing practices
and mobile marketing communications, respectively. Both
studies, performed on Scottish student samples, underscore
the potential negative impact of interactive marketing efforts
on the younger consumer’s market perspective. The former
study finds that young consumers most often use the internet
for “mood enhancement” and “experiential learning”.
Qualitative data from the same study indicates that students
find online advertising to be mundane and boring compared
to television advertising. The latter study, also performed on a
sample of 13-17 year olds, indicates further evidence that
young consumers use interactive media (i.e. mobile phones)
for entertainment and social stimulation as opposed to
marketing research to inform their purchases. More recently,
Tsao and Steffes-Hansen (2008) using a UGT approach find
that US high school and middle school also tend to use the
internet for entertainment and technology exploration.
The literature also indicates that consumer involvement and
the role of persuasion impact adoption of interactive
technologies. Leug et al. (2006) find that involvement,
accessibility and time spent in a given channel positively
impact ultimate channel choice in their comparative study of
traditional versus online channels among US teens. Sullivan
and Heitmeyer (2008) also report that retailer preference
positively impacts Generation Y patronage intentions in their
study of traditional (i.e. non-interactive) retail channels. From
a marketing communications perspective, Tsao and Steffes-
Hansen (2008) report that teens who exhibit a preference for
“cyber-communication” spend more time surfing the internet
than those who prefer human communication.
Consistent with the tone of Grant (2005) and Grant and
O’Donohoe (2007), Henrie and Taylor (2009) report that
Millennial consumers (i.e. US college student sample) who
recognize that they are targets of persuasion tend to develop
negative attitudes towards the persuader. Related research
also suggests that “teen internet mavens”, or teens with
extensive internet experience and knowledge tend to influence
family information search using marketing media sourced
from the Internet (Belch et al., 2005).
In summary, the academic literature offers insights into
young consumers’ motivations for using interactive media,
particularly the Internet medium. In addition to UGT driven
research, evidence that consumer involvement plays a positive
role in interactive media usage for information search is also
demonstrated. The research also underscores the skepticism
with which young consumers perceive persuasive marketing
efforts from both traditional and technology driven
environments.
Generational cohort theory
Generational cohort theory (GCT) asserts that populations
can be grouped into generations based upon placement in the
historical cycle which includes specific events that shape the
attitudes and behaviors of members within each cohort.
Though GCT is most commonly applied within the US
context, global homogenization supported by technology
drives the development of cross border cohorts (Schewe and
Meredith, 2004). GCT is commonly applied to market
analysis, given its efficiency and effectiveness in targeting
markets. The cohort analysis methodological approach has
been present in the literature for over thirty years (Reynolds
and Rentz, 1981; Reynolds and Rentz, 1981) and continues
to be strategically relevant in today’s data intensive market
environment. Different terminology and timeframes are used
to define and describe the generational cohorts. The
comprehensive framework of US generations purported by
Howe and Strauss (1991) informs the design for this research.
The Millennial Generation includes population born
between 1982 and 2004 and includes approximately 78
million members. Due to its size and growing market power,
the Millennial Generation is currently the primary focus of
popular media and marketers. The preceding group,
Generation X includes population born between 1961 and
1981 and is proportionately smaller than the Millennial
Generation and the older Baby Boomer Generation. For this
reason, Generation X is characterized as forgotten or ignored
by marketers. Howe and Strauss (1991) refer to Generation X
as the 13th generation. The Baby Boomer generation includes
population born between 1943 and 1960. The Baby Boom
generation includes approximately 80 million members and is
so large that it youngest members are referred to as Generation
Jones. Boomers are known for being values driven and seek
instant gratification. In recent years, Boomers have been
challenged with decreasing real estate values and losses in
portfolio value forcing a new frugality among this group.
The empirical research into interactive media usage
presented in the previous section primarily offers insight into
young consumers’ motivations for adopting these technologies.
Indeed, researchers and marketers tend to assume that young
consumers will aggressively integrate technology into their daily
lives, yet the manner that they use the numerous tools available
to them remains underexplored and potentially misunderstood.
The research reported in this study, directly addresses this
knowledge gap using a comparative cohort analysis on a multi-
generational US sample.
Methods
The research employs a reductionist data mining approach to
construct realistic models of interactive media usage among
Millennial consumers using a large national sample. Decision
tree analysis (DTA) is used to generate comparative models
between Millennials and Generation X and Baby Boomers,
respectively, to determine behaviors unique to the
generational cohorts. Data for the study (n ¼ 3,289) are
provided by the Kantar Retail IQ database.
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
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3. Decision tree analysis
Decision tree analysis provides a powerful tool for
investigating numerous relationships among quantitative
data in a simultaneous manner. DTA produces a
hierarchical model of effects that predict a single dependent
variable referred to as the target variable. Compared to
traditional statistical linear and discrete approaches, DTA is
useful for exploring relationships among diverse data due to
fewer operational constraints and thus greater modeling
flexibility. The primary requirement of DTA is the availability
of very large datasets.
Chi-square automatic interaction detector (CHAID) is
used to model interactive marketing usage among Millennial
consumers. The CHAID algorithm is required to model the
effects of binomial predictor variables on a single binomial
target variable. CHAID uses chi-squares to systematically
compare variables and split them in groups, referred to as
nodes, based on significance testing. Tree configuration
indicates hierarchical effects, with more significant effects
commonly occurring in earlier tree splits. Further, CHAID
allows variable to split in multiple nodes within the tree
configuration. A priori model settings include: a maximum of
five levels for each tree, a minimum 25 cases per parent note
and ten cases per child node. Pearson chi-squares are used to
detect differences in the cases with alpha designated at 0.01
for both splitting and merging. A Bonferroni adjustment is
also used in the model to further reduce the likelihood of
Type I error occurrence.
CHAID facilitates cross-validation by performing both
training and testing models. The training model is first
generated to establish tree structure followed by the testing
model which is generated to ensure that the training model
structure holds among the sample data. In cases that sample
sizes are limited, a larger portion of the data is used to
generate the initial training model and a smaller portion is
used to generate the subsequent testing model (SPSS, 2002).
For both models, 70 percent of the respective samples are
used to generate the training models while the remaining 30
percent of respondents are used to generate the testing
models. Given adequate structure consistency between the
initial and testing models, effects from the training model are
interpreted.
Measures
For both the Millennial versus Generation X model and the
Millennial versus Baby Boomer model the predictor variables
include 21 items which probe interactive marketing usage in
the context of clothing, shoes and accessories purchases and
recent interactive marketing usage not related to a specific
purchasing context (i.e. over the past six months) (Appendix).
All predictor variables are measured binomially, indicating
engagement or no engagement in the 21 focal interactive
marketing activities. The binomial target (i.e. dependent)
variable for each model is depicted by generational cohort
membership. Therefore, the 21 interactive marketing
behaviors are used to predict the target variable for cohort
membership, thereby profiling the unique behaviors of these
groups in terms of the measured independent variables.
Sample data
Total sample size consists of 3,289 respondents including:
616 Millennial cases, 1,552 Generation X cases and 1,121
Baby Boomer cases. Data are accessed from the Kantar Retail
IQ database which uses a nationwide online consumer panel
as the sample frame. The Kantar panel includes
approximately one million households across the US,
recruited through different channels including web portals,
web communities, web aggregators and Internet advertising
firms. All respondents designate themselves as the primary
household shopper. The data for this study were collected
during June 2010 and focused upon consumers’ use of
interactive technologies in their everyday shopping behaviors
for clothing, shoes and accessories as well as their specific
behaviors over the past six months (Appendix).
Findings
Sample characteristics
Sample characteristics are evaluated for each cohort
including: gender, income, marital status, ethnicity,
household size, and home ownership. Frequencies are used
to analyze sample demographics. In cases that response rates
vary for the observed demographic variables, actual
percentages based upon the full sub-sample sizes are used
to calculate population proportions.
Millennial respondents are predominantly female (85
percent) and report the highest frequency of annual
household incomes between $35K-$49,999K (16 percent)
and $50K-$79,999K (20 percent). The majority of
Millennials report that they are single (58 percent), followed
by married (39 percent). Though the Millennial sub-sample is
predominantly Caucasian (75 percent), the cohort sample is
the most ethnically diverse among the study with Hispanic
and Asian/Pacific Islander representing 11 percent each and
African Americans representing 6 percent of the group. The
majority household sizes for Millennial respondents include
one to two members (54 percent) with most Millennials
reporting that they rent (46 percent) or own (34 percent) their
home.
Generation X respondents are also predominantly female
(82 percent) and report the highest incomes among the
cohorts: $50K-$79,999K (20 percent) and above $100K (23
percent). The Generation X subsample is also predominantly
Caucasian (84 percent) followed by African-American (6
percent), Hispanic (5 percent) and Asian (4 percent).
Generation X respondents report the highest incidence of
marriage among the cohorts (63 percent). The majority
household size among Generation X is the largest among the
cohorts with 47 percent reporting households with two or
three members. Generation X respondents report the second
highest level of home ownership (65 percent) behind
Boomers.
Again, female respondents (81 percent) represent the
majority of the Baby Boomer sub-sample. Baby Boomers
report the second highest incomes, slightly behind Generation
X with 19 percent reporting household incomes between
$50K-$79,999K and 19 percent reporting incomes above
$100K. The Boomer sub-sample is the least ethnically diverse
among the sample with 89 percent of respondents reporting
that they are Caucasian, followed by African American (5
percent), Hispanic (4 percent) and Asian (1 percent).
Boomers report household sizes larger than Millennials, but
smaller than Generation X with 67 percent including two or
less members. Among the cohorts, Boomers indicate the
highest level of home ownership with 77 percent.
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
438
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4. Decision trees
CHAID generated two distinct models that compare and
classify interactive marketing usage among Millennial
consumers with Generation X and Baby Boomers. Both
models indicate identical structure and similar risk estimates
between respective training and testing versions which
suggests the models generalize well across the data. Based
upon the consistency between the training and testing models,
interpretation of the decision trees proceeded.
Millennials versus Generation X
The CHAID model comparing Millennial behaviors to those of
Generation X indicated a four level structure with twelve total
nodes and six significant variable splits (Figure 1 and Table I).
The initial split is indicated by the variable “accessed social
network from my mobile device in the past six months”
(x2
¼ 17.35, p , 0.000), followed by the second most
significant split “download retailer widget” (x2
¼ 13.00,
p , 0.000) and the third most significant split “follow retailer
or brand on Twitter” (x2
¼ 7.85, p , 0.005). The remaining
three splits in order of significance include: “purchased a
product online in the past six months” (x2
¼ 7.71, p , 0.005),
“like a retailer or brand on Facebook” (x2
¼ 7.19, p , 0.007)
and “spent time on a social networking over the past six
months” (x2 ¼ 6.92, p , 0.008).
Interpretation of the chi-square statistics indicates that
Millennials were proportionately more likely to have accessed
a social networking site from their mobile device in the past
six months compared to Generation X. Among the sample
Figure 1 Comparative model of interactive marketing usage: Millennial versus Generation X
Table I Decision tree effects Millennial versus Generation X marketing usage
Split Variable Chi-square p-value Effect order
1 Accessed social networking site from mobile device in past six months 17.3579 0.0000 1
2 Follow retailer or brand on Twitter 7.8354 0.0051 3
3 Download retailer widget 13.0095 0.0003 2
4 Purchased a product online in past six months 7.7190 0.0055 4
5 “Like” a retailer/brand on Facebook 7.1914 0.0073 5
6 Spent time on a social networking site (e.g. Facebook, Twitter, blog, etc.) in past six months 6.9257 0.0085 6
Note: *Effects presented for training model (n ¼ 2,168)
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
439
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5. respondents who accessed a social network in the past six
months, Millennials were also more likely to report that they
regularly follow brands on Twitter. However, out of both
Millennial and Generation X respondents who follow Twitter,
Millennial consumers were less likely to have purchased a
product online in the past six months. Interestingly,
Millennial consumers who report that they did not purchase
online also indicate that they did not spend time on social
networking sites over the past six months.
Among respondents who indicate (i.e. split one) that they
do not use a mobile device to engage in social networking, the
Millennials reported that they were more likely to download a
retailer widget compared to Generation X. Among the
respondents who downloaded a widget to connect to retailers,
Millennials were more likely to have “liked a retailer or brand
on Facebook”.
Millennials versus Baby Boomers
The decision tree that compares Millennials’ interactive
marketing behaviors with those of Baby Boomers indicated a
five level structure, with 16 total nodes and eight significant
predictors (Figure 2 and Table II). Overall model effects
indicate more pronounced differences between the Millennial
Generation and the Baby Boomers compared to the differences
indicated in the Millennial versus Generation X model. The
initial split for the model is indicated by “downloaded utility
‘app’ in the past six months” (x2
¼ 60.12, p , 0.000) followed
by “sign-up or receive e-mail or text” (x2
¼ 40.30, p , 0.000).
The third most significant predictor for the model is
“downloaded game or entertainment app to mobile device in
past six months” (x2
¼ 17.56, p , 0.000), followed by “read or
post on retailer blog” (x2
¼ 15.98, p , 0.000) and “purchased
a product online in past six months” (x2
¼ 15.64, p , 0.000).
The last three significant predictors include: “accessed retailer
website from mobile device in past six months” (x2
¼ 10.35,
p , 0.001), “downloaded and used coupons for an online
purchase in the past six months” (x2
¼ 8.36, p , 0.003) and
“purchased a product online in past six months” (x2
¼ 8.23,
p , 0.004).
The initial split that differentiates Millennial and Boomer
interactive behaviors is whether respondents downloaded a
utility application to their mobile device over the past six
months. Millennials were highly more likely to have
downloaded a utility application compared to the older
Boomers. Among all respondents who downloaded a utility
Figure 2 Comparative model of interactive marketing usage: Millennial versus Boomers
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
440
DownloadedbyUniversitiTeknologiMARAAt06:2424October2014(PT)
6. application, Millennials were also more likely to have signed
up for retailer e-mail over the past six months. Among those
who signed up for retailer e-mail, the Millennial respondents
were less likely to purchase a product online compared to the
Boomers. Further, among the respondents who did not
purchase online, Millennials were far more likely to have read
or posted on a retailer blog in the past six months.
Respondents who indicate that they did not sign-up for
retailer e-mail in the past six months, further split into three
additional levels. The Millennials among this group indicate
that they downloaded gaming or entertainment applications at
a significantly higher rate than Boomers. Among those who did
not download gaming applications, the Boomers were more
likely to have purchased a product online in the past six months
(i.e. split seven). However, among those who purchased online,
the Millennial respondents were more likely to have used an
online coupon for their purchases (i.e. split eight).
Respondents who indicate that they did not download a
utility application in the initial model split indicated a second
significant level (i.e. split three). Among this group,
Millennials indicated a higher incidence of accessing retailer
websites from their mobile device in the past six months. This
variable represented the terminal node for this portion of the
decision tree.
Conclusions and discussion
The DTA suggests several patterns of behavior among
Millennial consumer use of interactive media that
underscores the cohorts’ distinct manner with which they
appear to integrate these tools into their daily lives. Not
unexpectedly, the model that contrasts usage between
Millennials and Boomers indicates more marked differences
in both the variety of significant variables as well as in the
magnitude of effect sizes. The differences between Millennial
behaviors and Generation X were less pronounced compared
to the former contrast.
Compared to Generation X, Millennials are more active at
integrating technologies into their daily lives for marketing
purposes. Millennials use their mobile device and traditional
internet means to connect to retailers or brands. They engage
in social networking using their mobile device, but do not
report regular social networking to the degree that Generation
X respondents report. The model also suggests a clear
indication that Millennials do not use the Internet to purchase
products compared to Generation X, despite their noted
frequent use of interactive technologies to connect with
retailers and brands.
According to the DTA model that contrasts usage between
Millennials and Boomers, the differences are more distinct
(i.e. stronger effects) and more extensive (i.e. more significant
variables or tree depth). The two groups are significantly
different across seven different variables, with the “purchased
product online in past six months” variable splitting twice
within the DTA hierarchy. For all significant variables, with
the exception of purchasing online, Millennial respondents
demonstrate significantly higher integration of interactive
media. Using both mobile devices and traditional internet
tools, Millennials accessed online resources for both
utilitarian and entertainment purposes. They also indicate
significantly higher interactive connections with retailers or
brands through their blogging activities and couponing
behaviors. Again, Millennials were less likely to purchase a
product online compared to the Boomer respondents.
From a general perspective, both models indicate significant
usage of interactive media among Millennials for a variety of
reasons: information seeking, entertainment focused, increased
utility and deal focused. However, despite this activity
Millennial consumers do not purchase products online to a
comparable degree of the older generations considered in the
study. The findings suggest implications for both practice and
future research (for practical implications see managerial
implications and applications). The study’s design is grounded
in actual behavioral data and is exploratory in this sense.
However, interpretation of the findings through the uses and
gratifications perspective indicates partial agreement with past
research using this approach. Consistent with Grant (2005)
and Tsao and Steffes-Hansen (2008), the models suggest that
US Millennials actively use interactive technology for
entertainment as well as technology exploration (i.e.
downloading applications). Contrary to Grant’s study of
young Scots (Grant, 2005) the results suggest that US
Millennials actively engage in marketing research over using a
variety of means: blogs, e-mail, mobile connections, utilities
and various applications.
The findings also suggest that as expected Millennials are
superiorly adept at using these technologies in their daily life
compared to the older generations. The comparison between
Millennials and Generation X indicates that members of the
older cohort are more likely to engage in social networking
from a non-mobile connection while Milllennials are more
likely to access social networks from their mobile phone.
Given the variety and speed with which Millennials use the
potential portfolio of interactive tools, this generation appears
to control the technology in a manner that is integrated into
their daily lives from both utilitarian and entertainment
Table II Decision tree effects Millennial versus Boomers interactive marketing usage
Split Variable Chi-square p-value Effect order
1 Downloaded utility “app” in past six months 60.1298 0.0000 1
2 Sign-up or receive e-mail from retailer in past six months 40.3015 0.0000 2
3 Accessed retailer website from mobile device in past six months 10.3520 0.0013 6
4 Purchased a product online in past six months 15.6454 0.0001 5
5 Downloaded game or entertainment app to mobile device in past six months 17.5625 0.0000 3
6 Read or post on retailer blog 15.9833 0.0001 4
7 Purchased a product online in past six months 8.2361 0.0041 8
8 Downloaded and used coupons for an online purchase in past six months 8.3660 0.0038 7
Note: *Effects presented for training model (n ¼ 1,737)
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
441
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7. perspectives. However, a substantial question remains
regarding the Millennial consumer’s resistance to online
purchasing. Potential limitations related to this finding are
noted in the Limitations and Future Research section.
Managerial implications and applications
Results suggest that older Millennials (i.e. born between 1982
and 1992) use interactive technologies for multiple purposes: to
connect with retailers or brands online, to download coupons
online, to source entertainment and utility applications, etc.
Further, Millennial consumers also report active usage of
mobile devices to carry out these behaviors. However, these
consumers do not buy products online at rates comparable to
the older generations. The lack of willingness to purchase online
does not appear to have arisen from accessibility or income
limitations given the sample data characteristics.
A major distinction among Millennials is the propensity to
download applications particularly “utility apps” to connect
to retailers or brands. Marketers including retailers and
manufacturers should incorporate practical uses of technology
into their interactive marketing media when targeting
Millennials. Firms who undertake these efforts must also
ensure that they deliver value in terms of information and
time to the dubious Millennial consumer. This approach may
not prove as useful for the older cohorts, particularly the
Boomer Generation who does not use these technologies as
efficiently as the younger cohort.
Millennial consumers in the study do not purchase
products online compared to the older cohorts. They use
interactive media to gather information on the go (i.e. using
their mobile device) including promotional media. This
finding suggests an opportunity for brands who market in
multiple channels to connect with Millennials and stimulate
retail patronage using interactive promotional tactics. Based
on previous research, marketers should be cognizant of the
potential to irritate the Millennial consumer with too much
contact or potentially inflated promotional promises (Henrie
and Taylor, 2009). The same principles apply to firms who
market online exclusively, however this model is further
challenged to convert Millennials to online purchasers.
Analysts and academics commonly assume that Millennials
inter-mix function and entertainment using interactive
technology. The models suggest that Millennials use their
technology in directed, brief sessions. The research indicates a
higher incidence of social networking on a home computer
among Generation X respondents, with Millennials preferring
to use their mobile device for this purpose. Therefore, efforts
to integrate business with pleasure may actually irritate rather
than attract the Millennial consumer. When approaching this
consumer, marketers must have clear messages, effective
technology and follow through on their claims.
Limitations and future research
The purpose of this study is to determine the actual
interactive behaviors of Millennial consumers in a
comparative multi-generational format grounded in robust
national data. Research tradeoffs were consciously undertaken
to pursue the study’s purpose. Limitations are primarily
related the study’s design including use of secondary data and
the DTA method. Though the sample data are accessed from
a reputable and reliable source, the questionnaire design was
not determined by the researcher and as such covered only
those questions important to the firm. Fortunately, the
interactive technology questions were extensive in the scope of
applications that they covered. Further, the six items that
evaluated general interactive behaviors (Appendix), as
opposed to actions taken in the past six weeks, were
anchored to the context of clothing, shoes and accessories
purchasing. Findings could be markedly different for different
product categories such as consumer electronics or services.
The age range of the Millennial Cohort within the sample
includes respondents born between 1982 and 1992 due to a
minimum age requirement of eighteen for participating in the
survey. Therefore, younger Millennials are not included in the
analysis and may use interactive technologies differently from
older Millennials. Previous generational analyses note
intergenerational differences between younger and older
portions of large cohorts such as the Boomers with
Generation Jones. As rapid diffusion of these technologies
continues, marketing research will be critical to understand
the nuances with which this large consumer group adopts and
uses these tools.
The sample data are heavier in female and Caucasian
respondents. Potential gender differences may affect use of
interactive technologies and thus the outcomes of the study’s
usage models. This sample characteristic should be
considered when interpreting the results, particularly from a
practical perspective. Brands that market exclusively to males
should carefully interpret the study’s results for their
respective business contexts. Additionally gender differences
may also impact future theoretical work in this area.
When using decision tree analysis (DTA), replication of tree
structure over multiple samples bolster the ability to
generalize findings. Though cross-validation analyses suggest
stable model structure for both comparisons among the
sample data, replication of the tree structure using new
datasets would be ideal. Likewise, though the sample size is
considerably larger than those used for traditional statistical
models, extremely large sample sizes provide additional power
for CHAID which considers each case in its algorithm.
Though the data are recent (i.e. June 2010), given the rapid
pace of change in interactive capabilities, the applicability of
the research directly to markets is potentially short-lived.
Therefore, research should continue to evolve along with this
phenomenon from practical and theoretical standpoints.
Consumer integration of interactive technology will
continue to be an important focus for academic and
marketing researchers in the foreseeable future. From an
academic perspective, the study suggests further work from
the uses and gratifications perspective by examining media
use through economic/utilitarian versus social/entertainment
purposes. From a practical perspective, actionable research in
this particular area is promising due to the availability of rich
secondary data sets that reflect a range of actual behavior.
Therefore, replication studies for interactive technology and
usage are needed to build direct practical knowledge which
can also lead to theoretical knowledge through identification
of behavioral patterns.
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Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
442
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Appendix
Measure items *
Thinking specifically about specifically about clothing, shoes
and accessories retailers which of the following ways do you
shop?
.
Sign-up for e-mail or text.
.
Follow a retailer or brand on Twitter.
.
Like a retailer or brand on Facebook.
.
Read or post on retailer blog.
.
Download retailer widget.
.
Searched for coupons or promotional codes online.
Which of the following activities, if any, have you engaged in
the past six months?
.
Downloaded a retailer or shopping “app” to my mobile
device.
.
Downloaded a game or entertainment “app” to my mobile
device.
.
Downloaded a utility “app” to by mobile device.
.
Downloaded a social networking “app” to my mobile
device.
.
Downloaded coupons to my mobile device.
.
Researched product from my mobile device while
shopping in store.
.
Researched product online before making a purchase in
store.
.
Signed-up to receive e-mails from a retailer.
.
Purchased a product online.
.
Downloaded and used coupons for an in store purchase.
.
Downloaded and used coupons for an online purchase.
.
Spent time on a social networking site (Facebook, Twitter,
blog, etc.).
.
Engaged in social networking conversations online
(posting, chatting, etc.).
.
Accessed social networking site on my mobile device.
.
Accessed retailer website on my mobile device.
*Response categories for all items: yes/no.
Corresponding author
Marguerite Moore can be contacted at: Marguerite_moore@
ncsu.edu
Executive summary and implications for
managers and executives
This summary has been provided to allow managers and executives
a rapid appreciation of the content of this article. Those with a
particular interest in the topic covered may then read the article in
toto to take advantage of the more comprehensive description of the
research undertaken and its results to get the full benefits of the
material present.
Over the last two decades or so, technology has continued to
advance at an unparalleled rate. This means that consumers
in the US born between 1982 and 2000 are surrounded by
technology in most aspects of their everyday lives.
Furthermore, the ubiquitous nature of technology has
produced “global homogeneity” for this so-called Millenial
Generation. One significant consequence is the emergence of
cross-national cohorts of individuals whose attitudes and
behaviors are comparable.
The pervasive role of technology in the lives of Millenial
consumers is widely acknowledged in academic circles. Some
understanding of what factors motivate usage of these
technologies has also occurred. However, empirical research
into the use of interactive technologies among this consumer
cohort remains limited considering the rate of adoption.
Interactive media and its significance among younger
consumers has attracted the attention of researchers
exploring the internet’s use for communication and business
purposes. But the approaches adopted thus far have
concentrated more on attitudes and intentions rather than
actual usage behavior.
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
443
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9. It is the opinion of several scholars that users and gratification
theory (UGT) provides an established framework for
understanding how young consumers use interactive media.
That selection and usage of media is goal-driven is a key
premise of UGT, which also purports that a level of gratification
is the desired end-result. Individuals regard different media
types as unique and thus rivals for their attention.
Previous work involving Scottish students indicated that
“entertainment and social stimulation” motivated their use of
mobile phones. By comparison, information seeking to inform
buying decisions inspired minimal interest. A conclusion of
this and other studies was that marketing appeals using
interactive media may not prove effective.
Adoption of interactive technologies is also influenced by
consumer involvement and persuasion, the literature reports.
For instance, evidence shows that internet surfing occurs more
frequently among adolescents who prefer “cyber
communication” than those who mainly interact face-face-face.
There is also evidence that internet-savvy teens strongly
influence family use of marketing media accessed online. Such
consumers are also seemingly unresponsive to persuasion
attempts and are negative towards those responsible for them.
A typical marketing strategy is to group consumers into
different age cohorts. It is widely accepted that the attitudes
and behaviors of members within each generation are shaped
by significant events which they experience as they grow up.
Generational cohort theory (GCT) thus incorporates
knowledge of these unique characteristics to target
consumer groups more effectively.
The population born between around 1982 and 2004 are
labeled as Millenials, a generation which interests marketers
due to its size and growing market influence. Generation X
consumers represent the preceding era and this cohort is
much smaller then Millenials or Baby Boomers, identified as
those born between 1943 and 1960. This generation is
renowned for being “values driven” and enticed by instant
gratification. But harsh economic realities have necessitated a
more frugal attitude among these consumers in recent years.
In the present study, Moore aims to acquire knowledge of
ways in which younger consumers use the interactive
technologies available to them. Her analysis involves
comparing Millenial consumers with both Generation X and
Baby Boomers. Various factors are considered to explore
interactive marketing usage in relation to the purchase of
clothing, shoes and accessories. Recent usage not linked to a
particular marketing context is likewise addressed.
A nationwide consumer panel was used to obtain secondary
data pertaining to 3,289 of US consumers, all identifying
themselves as the main shopper for their household. The total
sample consisted of 616 Millenials, 1,552 Generation X and
1,121 Baby Boomers. Demographic information was
recorded for each cohort and data examination showed that:
.
females accounted for at least 80 percent in all three
cohorts;
.
ethnic diversity was greatest in the Millenial sample and
least among Baby Boomers;
.
Generation X consumers generally reported the highest
incomes, with Baby Boomers second largest; and
.
home ownership was most evident among Baby Boomers,
followed by Generation X then Millenials.
Moore uses decision tree analysis (DTA) as it is a proven
means of scrutinizing relationships in diverse data. It reveals
distinct ways in which Millenial consumers routinely engage
with interactive media. When measured against the other
generational cohorts, analysis exposed more pronounced
differences to Baby Boomers than with Generation X
consumers.
In comparison with the Generation X population,
Millenials are more inclined to:
.
habitually use interactive technologies for marketing
purposes;
.
connect with retailers and brands using both mobile
devices and conventional internet methods; and
. use their mobile device for social networking but engage in
the activity less.
Millenials indicate a markedly greater integration of
interactive media than Baby Boomers in all but one aspect:
.
deploying mobile device and traditional online tools;
.
using internet resources for functional and entertainment
reasons; and
.
interactive links with brands or retailers via blogs and
couponing activities.
Despite their considerably greater engagement with
interactive media, Millenials indicated a much lower
inclination to make online purchases than either or the two
older cohorts.
The author believes that scope thus exists for brands to use
“interactive promotional tactics” as a means to gain their
custom. Marketing which cover multiple channels will have a
greater chance of success since the current work indicates that
Millenial consumers prefer to access interactive media via
their mobiles phones. In contrast, non-mobile connections to
social networking sites are more favored by older consumers.
Evidence shows that both functional and entertainment
reasons prompt Millenials to use of interactive technology. It
is crucial that marketers who target this cohort recognize this
and integrate “practical uses of technology” into the
interactive media used. Providing value in respect of
information and time could help lessen the skepticism that
currently prevails. Moore additionally advises against overkill,
pointing to other research showing how too much contact and
exaggerated promises can alienate the Millenial consumer.
Clear communication, efficient technology and delivering on
promises are therefore imperative.
Minimum age requirements meant that Millenials aged below
18 were not included in this study. Future research might
therefore investigate potential differences in usage between such
consumers and older members of their generational cohort.
The author also acknowledges the sample bias towards female
and Caucasian subjects and warns against generalizing results to
a wider population without further study. And although data
used was recent, marketers and practitioners are made aware
that the applicability of findings could be transient due to the
ongoing rapid evolvement of interactive media.
(A pre´cis of the article “Interactive media usage among millennial
consumers”. Supplied by Marketing Consultants for Emerald.)
Interactive media usage among millennial consumers
Marguerite Moore
Journal of Consumer Marketing
Volume 29 · Number 6 · 2012 · 436–444
444
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