Ontology-based approach for identifying the credibility domain in social Big Data

ABSTRACT

The challenge of managing and extracting useful knowledge from social media data sources has attracted much attention from academics and industry. To address this challenge, semantic analysis of textual data is focused on in this paper. We propose an ontology-based approach to extract semantics of textual data and define the domain of data. In other words, we semantically analyze the social data at two levels: the entity level and the domain level. We have chosen Twitter as a social channel for the purpose of concept proof. Ontologies are used to capture domain knowledge and to enrich the semantics of tweets, by providing specific conceptual representation of entities that appear in the tweets. Case studies are used to demonstrate this approach. We experiment and evaluate our proposed approach with a public dataset collected from Twitter and from the politics domain. The ontology-based approach leverages entity extraction and concept mappings in terms of quantity and accuracy of concept identification.     

Genderless Fashion: A (Still) Binary Market

Gender is commonly associated with two distinct and opposing sexes. Over time, such binarity has engendered stereotypes commonly observed in the fashion market. However, something called genderless fashion has recently gained prominence in the media. This research first posits that discourse in specialized media can influence the issues of power; we then seek to understand how the business and factual media discourse in Brazil describe the genderless fashion market through a critical discourse analysis. The results revealed essentially that the genderless fashion market still reproduces the stereotypes and gender patterns of the binary perspective.     

The impact of media fragmentation on audience targeting: An empirical generalisation approach

With increasing fragmentation, advertisers are choosing media based upon their ability to deliver specific target markets to maximise return on media expenditure. In doing so, they rely upon the claims of media providers (whether in part or in full) about how their audiences differ from those of competing offerings. In this paper we consider just how successful media have been at attracting specialist audiences. We seek empirical generalisation by including a very broad range of audience member characteristics, multiple media types, two countries and three years of data in our analysis. We find that while there are some differences in the audiences that competing media deliver, these differences are largely inconsequential when (a) considered in light of the audience differentiation claims made by the media themselves and (b) that implicit in the audience targeting concept is the notion that media audiences are highly segmented. This research will challenge advertisers' entrenched assumptions about audience targeting and provide useful benchmarks for advertisers who place any credence on media selling propositions.     

New opportunities in social media for ad-restricted alcohol products: The case of ‘Yeni Rakı’

The rapid diffusion and technological evolution experienced in the new format of the Internet, particularly social media, have forced many brands to keep pace with this ongoing process in order to engage with their customers. Social media utilize multiple Internet-based communication platforms, including, but not limited to, blogs and social networking sites. This paper aims to examine how social media can be used to interact with consumers in the case of ad-restricted alcohol products, providing a case study from Turkey. The explored case provides an example of a well-planned, creative campaign that successfully exploits the opportunities provided by interactivity. The analysis of an alcohol product is critical due to the fact that such products face many restrictions, thus calling for a more creative and efficient approach to the design and implementation of social media practices, and their integration into integrated marketing communication (IMC) campaigns. This case will contribute to the articulation of the best ways to shape both business-to-consumer and consumer-to-consumer dialogue and fruitful applications of this new IMC tool.     

Economic analysis of the use of contrast media during percutaneous coronary interventions in France and Spain

Summary

The iso-osmolar contrast medium iodixanol (Visipaque?; GE Healthcare, UK) has been reported to reduce the risk of major adverse cardiac events and to have a higher success rate when used during percutaneous coronary intervention (PCI) compared with the ionic low-osmolar contrast medium ioxaglate (Hexabrix; Guerbet, France) for patients at risk of complications. This study assessed to what extent these clinical benefits translate into economic benefits for patients undergoing PCI in France and Spain using a decision tree model. Clinical data were derived from the COURT and VIP trials. Medical resource use data were obtained from panels of French and Spanish interventional cardiologists. Resource use was converted to costs using country-specific tariffs. The study results suggest that using iodixanol rather than ioxaglate confers an economic benefit in addition to the reported clinical benefit in high-risk patients undergoing PCI in both countries. For low-risk patients, iodixanol may be regarded as cost-effective when relating the extra cost to the small reported increase in angiographic success.     

Narratives,identity and community in esports

ABSTRACT

The commercial and social ascendance of esports has become a source of considerable organisational, industrial, experiential and identity-based concern for those inside and outside the digital gaming field. Indeed, one major concern for self-identifying ‘gamers’ around the world is the extent to which the logics of professionalisation, spectacularisation and rationalisation that pervade contemporary esports will unsettle existing identities within the gaming community. In this study, we draw upon the theories of Paul Ricoeur to provide a narratological analysis of the stories gamers tell themselves about themselves on the social media platform Reddit—and in so doing explicate the politics of inclusion and exclusion imbedded in these stories. We investigate how story-narrative is utilised to mark boundaries in rhythm with, or in opposition to, the commercial, cultural and identity politics which gamers perceive are infiltrating the online gaming field. Based on our analysis, it becomes clear that Reddit users actively use the medium to promote a dominant politics of gender- and investment-based inclusion/exclusion. We conclude with a discussion on the complexities of digital community identity and the challenges seemingly democratic media technologies such as Reddit present for those seeking to promote egalitarian and inclusive spaces of digital play.     

Analysis of Blogs and Microblogs: A Case Study of Chinese Bloggers Sharing Their Hong Kong Travel Experiences

Blogs and microblogs became popular in recent years among people who would like to share their travel experiences online. This is a phenomenon which marketers are interested in but know very little about. This exploratory study analyzes blog and microblog contents created by mainland Chinese visitors sharing their Hong Kong experiences, with the objective of gaining insights into how bloggers communicate their travel experiences and how this could help market a destination. Three hundred blog posts and 300 microblog posts are analyzed. Research results indicate a generally positive image of Hong Kong as a destination among the mainland Chinese bloggers. The study also profiles the bloggers by their usage pattern and identifies opportunities for using the social media for destination marketing purpose. While the case study is about Hong Kong, the research method and blogging patterns identified would also apply in other destination situations.     

The Potential Impact of Mega Sport Media on the Travel Decision‐Making Process and Destination Choice—The Case of Portugal and Euro 2004

The paper is concerned with exploring how the media coverage of mega sport events influences the travel decision‐making process and destination choice of potential travellers. The decision was made to use Euro 2004 and Portugal as a case study in order to discover the conceptual factors relevant to this phenomenon. The methodology consisted of a comprehensive literature review and in‐depth interviews with potential travellers. The data suggest that Euro 2004 did not do much to induce travel to Portugal among the informants, and this raised questions regarding the effectiveness of this type of promotion for destination marketing. It suggests that most destinations using this technique may have to employ strategic leveraging techniques if any tourism benefits are to be derived. If this is not done, the tourism marketing potential may fail miserably and result in a loss of the investment made by the government and public bodies that invest in these events for tourism purposes.     

Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?

ABSTRACT

Social media offer brands new opportunities to interact with their customers. This paper focuses on consumer brand engagement (CBE) and its social facet in the context of brand-hosted social media. It highlights that CBE (consumer–brand interactions encompassing cognitive, affective and behavioural dimensions) and brand-based consumer–consumer interactions (social brand engagement (SBE)) lead to brand loyalty intentions. Brand customers were surveyed about their favourite brands on Facebook. Results indicate that self-brand connections and SBE are two drivers of CBE, and that CBE is the key element in inducing brand loyalty. In addition, configural analysis shows that high brand loyalty can be achieved through several combinations of social and CBE with various levels of cognitive, affective and behavioural engagement.     

Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR

ABSTRACT

Social media is increasingly used to communicate corporate social responsibility (CSR). Stakeholders respond to CSR messages with user-generated content (UGC), signalling approval or disapproval, potentially shaping consumers’ perceived legitimacy and scepticism towards CSR. Few studies have explored how UGC shapes these consumer responses. In the context of the UK food retail industry, this study explored what makes UGC more or less believed than company-generated CSR communication on social media. Through qualitative inquiry, the study identified that unique characteristics of social media, such as system-generated cues, lead UGC to be more believed than company-generated content, shaping perceived legitimacy. The study indicates the risks of communicating CSR through social media may be greater than previously suggested. It identifies recipient-related conditions under which these risks can be minimised.