Use of social media by university accounting students and its impact on learning outcomes

The proliferation in the use of social media, such as Facebook and Twitter, among university students is well documented. With many universities providing student resources in formats suitable for iPad, laptop, and mobile phone use, the use of social media for university activities has become easier. This study explores the use of social media by university accounting degree students to support their academic activities in an informal setting. It explores the impact these media have on learning outcomes. Our findings suggest that university accounting degree students use social media for a number of academic-related purposes. Students establish and maintain fluid mentor/mentee relationships around academic activities related interactions through the social media. We have found that the use of Social Media is significantly associated with students’ grades.     

基于Logit模型的视频流媒体用户付费意愿及其影响因素研究——以爱奇艺为例

爱奇艺作为国内头部视频流媒体之一,面临用户付费意愿薄弱的困境。基于整合型技术接受模型(UTAUT)和感知价值理论(CPV)的相关变量提出假设,构建研究模型。通过Logit模型展开实证研究,结果显示感知有用性、感知成本、社会影响、个人付费意识对爱奇艺用户的付费意愿有显著影响。对此,提出深耕优质内容IP、丰富价格体系、打造口碑营销、聚焦年轻人的情绪价值四点建议,为爱奇艺探索新的战略提供有针对性的对策建议。     

The sway of influencer marketing: Evidence from a restaurant group

Influencer marketing has become a powerful channel for brand promotion and market expansion in the hospitality industry. However, those responsible for implementing influencer marketing campaigns are susceptible to the “myth of viewability” and rely on the Cost Per View (CPV) evaluation metric, rather than the more appropriate Cost Per Action (CPA). The current research explores the aforementioned myth from a hospitality management perspective by identifying the types of image (or photo) which attract more audience commentary or liking. A qualitative research approach is adopted involving two experiments with influencer pairs across the restaurant context in Taipei, Taiwan. We selected influencers Q and S as our manipulated group. In sharing images on their social media platform, it was found that they make greater use of personal than of food related images. The opposite was the case for the controlled group - influencers X and A – who shared more food than personal images. The researchers tracked viewer responses and then actions towards influencer postings to determine (a) which influencer approach draws more views and (b) the costs that are attributable to views and/or actions. They drew upon the findings to formulate an Owner-Influencer Matrix, a strategic planning tool and framework that helps owners and influencers to optimize influencer marketing. It is concluded that interactions between influencers and business owners should be beneficial to both parties. This empirical study may provide business owners and social media influencers with insights about communicating the respective brand values of their counterparts and designing sponsorship collaborations with a capacity to generate the desired consumer responses.     

新媒体背景下特色农产品的营销模式与优化策略

随着时代的发展和技术的革新,新媒体给产品营销带来了巨大红利,如今不少农产品也在新媒体渠道的助力下开拓出新的营销模式,利用自身优势和市场占比打出品牌效应,使农产品更具影响力.基于此,本文对新媒体背景下特色产品的营销模式进行了分析,并总结其营销模式中的不足之处,探讨了新媒体背景下优化其营销模式的策略.     

Social isolation and social anxiety as drivers of generation Z's willingness to share personal information on social media

Generation Z's (gen z) sharing of personal information on social media is a growing phenomenon with significant ramifications. Existing research, however, focuses on examining the role of social and/or psychological factors and fails to consider how and when social, psychological, and organizational factors affect gen z's willingness to share personal information on social media. To fill this gap, we propose a conceptual model based on the tenets of sociometer theory, to understand the dynamics of gen z's willingness to share personal information while considering its process and boundary conditions. Using a sequential multi-study design, we conducted an experiment followed by a survey to test our hypotheses using data collected from gen z in India. Our findings show that when gen z feels socially isolated/anxious, they are more likely to share personal information on social media. The effect of social isolation on sharing of personal information increases when gen z fear that they are missing out on the rewarding experiences others are having, are engaged in repetitive negative thoughts and perceive their firm's privacy policy as transparent and ethical. Our findings provide a better understanding of why, how, and when gen z's are willing to share personal information on social media. We extend existing limited research on the psychological aspects of digital natives' interaction with modern technologies. Our results equip social media marketing and brand managers with the knowledge they need to increase gen z's willingness to share personal information.     

Social media adoption: A process-based approach

This research conceptualizes and measures social media adoption (SMA) of companies with a process-based approach and explains its antecedents of micro- and macro-environment, size, and ownership, as well as its consequence of intention to increase resources dedicated to social media. Based on data from 310 Turkish small and medium enterprises, the study first develops a conceptual framework on the pillars of internal and external stakeholder focus as well as relationship and information oriented implementation. Based on these two dimensions, it discusses the novel concepts of social customer relations, social stakeholder communication, social intelligence, and social responsiveness related to SMA. The study further indicates that ownership type and micro environment play a role in SMA and that path dependence exists in the interplay of current adoption and future intentions.     

Media effects on sustainable food consumption. How newspaper coverage relates to supermarket expenditures

Information provision is often considered to have an important role to play in changing consumers' choices. However, there is still no consensus on the mechanisms by which information might influence specific consumer expenditures, especially in relation to environmentally friendly food products. This paper explores whether the public debate on sustainable consumption in UK broadsheets and tabloids relates to observed consumers' expenditures. It does so by relating the number of published articles on selected sustainability topics to consumers' food expenditure in a leading UK supermarket from May 2009 to May 2011, using regression analysis. We selected only regular supermarket's shoppers who frequently buy the Sunday editions of the analyzed newspapers. Results indicate very sparse and inconsistent correlations suggesting that the impact of information is only minimally effective. The number of newspaper articles relates mainly to expenditures on organic, wholegrain and low salt products, possibly indicating a preference for healthy food. No consistent effects are observed when media target a change in more general food categories (e.g. a reduction in food of animal origin), although we observed some influence on purchases of fish. Finally, results indicate some correlations with purchases of meat for the readers of the Telegraph. In order to contextualize some of the results, we applied content analysis to a subsample of published articles on organic food. The qualitative approach shows that the framing of the news is important: change is positively related to information proposed uncritically; and negatively to information contextualized as a highly structured debate.     

The role of customer gratitude in relationship marketing: moderation and model validation

Relationship marketing (RM) theories often emphasize on the role of trust and commitment in affecting seller performance outcomes. We test a recently developed model in a field experiment that demonstrates that RM investments (RMI) generate feelings of gratitude depending on the different types of gratitude leveraging acts and affects purchase intentions. The results confirm the presence of previously untested relationship between trust and purchase intention. The existing model is extended by including the moderating effects of the nature of the medium of communication for the seller–customer interaction (i.e. face-to-face vs. telephonic communication), and the varying intangibility of the purchase context (i.e. product vs. service) on the above relationship. Third, evidence of the moderating influence of certain individual-level cultural value orientations (i.e. good vs. evil, changeable vs. unchangeable and doing vs. being) is found. It is also endeavoured to extend and validate the model to a new culture.     

结算货币选择理论研究评述

国际交易媒介职能的发展关乎一国货币的国际化进展程度,该职能的微观市场表现即为国际贸易中企业结算货币的选择。基于此,本文对20世纪70年代发展至今的结算货币选择理论的研究进行了仔细梳理和阐释。伴随着欧元的发展,对该理论的研究经历了从纯理论到理论和实证相结合、从微观和宏观层面的独立研究到宏微观相结合的发展历程。在新开放经济宏观经济学视角下,企业结算货币选择模型将企业结算货币的选择从微观经济学层面转变为宏观经济领域的重要研究变量。文章最后,本文依托于相关理论并结合大量贸易数据,提出制约人民币国际交易媒介职能发展的重要因素即是我国出口产品差异化程度过低,企业缺乏竞争力。     

Media richness and internet exploration

Previous research found that media richness is associated with positive evaluation of a web site. An experiment was carried out where participants were instructed to explore a web site presenting a popular town: Venice. According to a random distribution, participants were exposed (or not) to street‐sounds when exploring the web site and had the possibility to control (or not) the photography (using a 360° navigation with their mouse) displayed on the web site. Results shown that higher evaluation were associated with sounds and mouse‐control. Theory of media richness was used to explain our results and the managerial application for tourism was discussed. Copyright © 2010 John Wiley & Sons, Ltd.