Search results

This paper aims to present a research outcome to an investigation towards the innovative use of electronic-learning (e-Learning) software solutions to strengthen the interactive component of mobile learning (m-Learning) in university contexts. This work was motivated by observations of interactive limitations in existing m-Learning solutions in well-intentioned software development and e-Learning efforts. The aim of the project, thus, was to interrogate hindrances to the potency of m-Learning interventions. The idea was to strengthen the interactive component, to improve the compatibility of the desktop e-Learning process – with mobile appliances such as mobile phones and, finally, to explore cost minimizing avenues of downloading learning materials over mobile phones.

The methodology of the project was twofold: that is, both literature-based and experimental. Literature background offered insight on existing efforts towards interactive m-Learning solutions. Against this background, the project was then designed to explore ways to provide presentations and interactive chats for effective m-Learning over mobile phones. The idea was to reduce the file size of presentations slides for effective display on mobile devices. Finally, the aim was also to minimize airtime costs when transmitting presentation slides and when conducting interactive chats on mobile phones. An experiment research method was, thus, used. In this method, a problem and question were articulated first. Then, a practical technological solution was conceptualized, developed, pre-tested, modified and re-tested until it complied with sought specifications, Finally, the solution was implemented, to confirm its viability and response to a research problem and, ultimately, was reported in the findings.

Slides were developed with light colour resolutions to open effortlessly on tiny mobile screens. The best quality was between 128 and 201.188 (out of 255) pixels (more visible mobile phone screens), using Open Source Software. Clear slides also had a font greater than size 32. The average data per presentation were 9,872.66 bytes, and, when seven learners were chatting, it was 3,686.63 bytes (0.03 megabytes). For airtime costs, the Vodacom rate of R0.46 per megabyte was used. This translates to 0.8 × 0.46 = R0.0368 cost per slide. The m-Chisimba platform therefore, seems to be cost-effective, quality expedient and most appropriate for interactive m-Learning.

Existing m-Learning has been inadequate, failing to align adequately the desktop e-Learning solutions with mobile phone platforms. Desktop presentation slides, for example, have been incompatible with mobile phones’ operations and screen sizes. Mostly, content could consume a lot more airtime, owing to large sizes of desktop originated material that was incompatible with mobile platforms. A solution that emerged from original experiments, leading to the enhanced interactive m-Learning solution, the m-Chisimba platform, is, therefore, presented in this paper. The thinking is that mobile applications are convenient enablers which extend access to information. Nevertheless, mobile applications (including m-Learning solutions) cannot be seen as panaceas to solve all learning concerns as literacy and affordability remain challenges in many under-developed social environments. As a newly developed innovation, the m-Chisimba platform offers an improved m-Learning solution for learning activities over mobile gadgets such as mobile phones.

The research work offers new innovative solutions in a number of practical ways. It improves the interactivity component of the m-Learning process, to empower educators and learners to effectively engage learning over m-Learning devices.

The innovation makes it easier to for learning to take place effortlessly, over mobile platforms. Implications are that more people will be able to access learning processes on the move, meaning that obstacles to access learning opportunities are minimised.

Existing m-Learning has been inadequate, failing to align adequately the desktop e-Learning solutions with mobile phone platforms. Desktop presentation slides, for example, have been incompatible with mobile phones’ operations and screen sizes. Mostly, content could consume a lot more airtime, owing to large sizes of desktop-originated material that was incompatible with mobile-platforms. A solution that emerged from original experiments, leading to the enhanced interactive m-Learning solution, the m-Chisimba platform, is, therefore, presented in this paper. The thinking is that mobile applications are convenient enablers which extend access to information. Nevertheless, mobile applications (including m-Learning solutions) cannot be seen as panaceas to solve all learning concerns as literacy and affordability remain challenges in many under-developed social environments. As a newly developed innovation, the m-Chisimba platform offers an improved m-Learning solution for learning activities over mobile gadgets such as mobile phones.

The aim of this paper is to study the impact of the questions and answers (Q&A) between investors and enterprises from the China stock exchange investor interactive platforms on the total factor productivity (TFP) of enterprises.

To show how the interaction influences the TFP of enterprises, the authors select Q&A records from the interactive platforms related to production, R&D and technology through the Latent Dirichlet Allocation (LDA) topic model and choose A-share listed companies from 2010 to 2019 in China as a sample. To treat the data and test the proposed hypothesis, the authors applied OLS regression and endogeneity testing methods, such as the entropy balance test, Heckman two-stage model and the two-stage least squares regression.

This paper finds that interaction between investors and enterprises is positively correlated with TFP, and that improvements in content length and the timeliness of response can promote TFP. Interactive behavior mainly improves the TFP of enterprises by alleviating financing constraints and encouraging enterprises to increase R&D investment. This positive effect is more pronounced in companies with higher agency costs, non-high-tech companies and companies not supported by industrial policy.

The novelty of the research stands in the application of Python's LDA topic model to screen out Q&A records that are directly related to TFP, such as production, R&D, technology, etc., and measures the degree of information interaction between investors and enterprises from multiple dimensions, such as interaction frequency, content length and the timeliness of response.

The purpose of this paper is to conceptualize the “interacted” actor and connect it with practices of managerial value creation in an interactive business world. In doing so, it accounts for the interactive agency of actors via dynamics of the creational process across increasing technological “platformization” of interactions of heterogeneous (human and non-human) sociomaterial entities.

The study discusses a foundational theoretical framework of a co-creation paradigm (CCP) while connecting it with recent industrial marketing and purchasing (IMP) literature on mixed network and system ontology. It then elaborates on conceptual research contributions and key business management implications in advancing IMP studies through CCP.

The framing of interactional flows across interactive system environments in business networks is related to both stability and developmental change in the enactment of creation via interactive agencies-structures in the ongoing pursuits of both business efficiency and innovation of value creational opportunities.

By effectively configuring platformed networked interactions of experience value creation in their business contexts, managers (and stakeholding individuals in general) can better cope with the complexity of interactivity and interdependencies.

Managerial experience value co-creation through CCP builds on the IMP tradition by explicitly recognizing actors, in addition to activities and resources as being interactively defined. Because the relational logics are applicable at varying levels of scale across system-environment boundaries, it can be applied at both the individual and company levels or more generally at any level of agglomeration.

Live streaming has become an extremely popular form of online service and allows live audiences to give virtual gifts or money to their favorite streamers. This study aims to investigate the impact of the audience's multidimensional social presence on their attitudes toward live streamers and intentions to give money or gifts to streamers, based on the interactive marketing perspective. This study considers live audiences' gift-giving intentions by integrating the theory of multidimensional social presence, which includes awareness, cognitive social presence and affective social interaction, and the theory of reasoned action (TRA).

This study invited audiences who had watched live streaming from several popular live-streaming platforms to respond to a web questionnaire. The unit of analysis was at the individual level. This study applied the purposive sampling technique for data collection. A sample of 258 eligible responses to the online survey was analyzed using SPSS software and the causal relationships between the measurement variables of this research model were verified through structural equation modeling.

The results indicate that the audiences' awareness of participating in live streaming enhanced their cognitive and affective social presence, which positively affected their attitudes toward live streamers. These attitudes had a further significant effect on their gift-giving intentions. Cognitive social presence and affective social presence were found to play significant mediating roles in the relationship between awareness and attitudes toward live streamers.

This study examines audiences' intention to give gifts to their favorite live streamers, based on the interactive marketing perspective. The interactive relationship between live streamers and online audiences is developed by audience members through the process of inner psychological transformation, which is measured through the multidimensional construct of social presence. This occurs through a mutual influence relationship in which awareness simultaneously influences cognitive social presence and affective social presence, and cognitive social presence impacts affective social presence.

The study contributes three noteworthy findings to the theory development through the integrated perspective of the TRA and the theory of social presence. (1) Exploring the influence of belief factors on internal psychological responses and intention in live streaming to expand an innovative application of the TRA. (2) Adopting the multidimensional social presence can help researchers more clearly describe various live-streaming situations and extend the research scope of the social presence theory to live-streaming interactive marketing strategies. (3) From the perspective of live-streamer marketing, this study broadens the research fields of electronic commerce and interactive marketing.

This study provides four practical implications for platform managers and live streamers. (1) To induce favorable attitudes toward live streamers, live streamers initiate various interactive activities sequentially to establish a social presence with the audience. (2) Live streamers should devote themselves to forming a joyful atmosphere for their followers, as this will trigger audiences' affective social presence to generate positive attitudes and increase followers' intentions. (3) To attract and retain young followers, live streamers must devise interesting content and provide fresh services. (4) Platform managers must create useful widgets to assist live streamers in managing their channels and followers.

Building friendly real-time interaction between the live streamer and the audience is an important task in live streaming and further influences the income of the live streamer and the platform. The study provides an effective approach to building friendly real-time interaction for the live streamer and manager of live-streaming electronic commerce through the interactive marketing perspective. The approach can help the live streamer manage nice communication with their audience and obtain virtual money and gift-giving from the audience.

There is a limited understanding of experience revelation in tourism. This study aims to fill the gap by investigating the influence of review platforms’ characteristics, i.e. time-dimension and interactivity, on this issue to generate a holistic view of customer experience.

This study analysed data from Google Reviews, TripAdvisors and Twitter, consisting of 41,914 records within a three-year span, about Komodo National Park, Indonesia. An explanatory sequential mixed method was performed, adopting quantitative sentiment analysis with a naïve algorithm, opinion lexicon and Latent Dirichlet Allocation for topic modelling, followed by a qualitative analysis.

The findings support the proposed interaction between the characteristics of the platforms and the extent of customer experience shared through the platforms. Further elaboration of the data brought up five propositions on the relationship between the time dimension and interactivity characteristics of the review platforms and experience sharing on the platforms.

This study presents an original and initial effort to gather a holistic view on customer experience. It brings valuable implications to the theory and practice of customer experience management, especially in the tourism sector.

目前文献对旅游体验启示的认识有限。 本研究通过调查评论平台的特征（即时间维度和交互性）对此问题的影响来填补空白, 以生成客户体验的整体视图。

本研究分析了来自谷歌评论、TripAdvisors 和 Twitter 的数据, 包括三年内关于印度尼西亚科莫多国家公园的 41,914 条记录。 运用了解释性顺序混合方法, 采用朴素算法、意见词典和隐含狄利克雷分布进行主题建模的定量情感分析, 然后进行定性分析。

调查结果支持所提出的平台特征与通过平台共享的客户体验程度之间的相互作用。 对数据的进一步阐述, 提出了评论平台的时间维度和交互特征与平台经验分享之间关系的五个命题。

本研究通过一项原创和初步的努力收集了关于客户体验的整体观点。 它为客户体验管理的理论和实践带来了宝贵的启示, 尤其是在旅游领域。

Conceptual and empirical research over the past 20 years has moved the social media (SM) literature beyond the embryotic stage to a well-developed academic discipline. As the lead article in the special issue in the Journal of Research in Interactive Marketing on Cutting-Edge Research in Social Media and Interactive Marketing, this review and agenda article has two key goals: (1) to review key SM and interactive marketing research over the past three years and (2) to identify the next wave of high priority challenges and research opportunities.

Given the “cutting-edge” research focus of the special issue, this review and research agenda paper focused on articles published in 25 key marketing journals between January 2021 and March 2024. Initially, the search request was for articles with “social media, social selling, social commerce” located in the article title, author-selected key words and journal-selected keywords. Later, we conducted searches based on terminology from articles presented in the final review. In total, over 1,000 articles were reviewed across the 25 journals, plus additional ones that were cited in those journals that were not on the initial list.

Our review uncovered eight key content areas: (1) data sources, methodology and scale development; (2) emergent SM technologies; (3) artificial intelligence; (4) virtual reality; (5) sales and sales management; (6) consumer welfare; (7) influencer marketing; and (8) social commerce. Table I provides a summer of key articles and research findings for each of the content areas.

As a literature review and research agenda article, this paper is one of the most extensive to date on SM marketing, and particularly with regard to emergent research over the past three years. Recommendations for future research are integrated through the paper and summarized in Figure 2.

Consumer welfare is one of the eight emergent content areas uncovered in the literature review. Specific focus is on SM privacy, misinformation, mental health and misbehavior.

Marketing and branding literature has provided important insights into the context, environment and individual factors that shape customer brand experience. However, a holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered. In addition, main focus of the previous research is on antecedent and consequence of brand experience rather strategy for enhancing brand experience. This paper aims to propose a contingency model for enhancing brand experience to provide a more holistic framework in the uncertain and complex nature of online social media network.

The proposed framework is based on previous literature that is identified and integrated to propose effectiveness of the contingent determinants on brand experience in different interactional circumstances.

The proposed framework implies that brand characteristics and interactive complexities of online social media networks cause contingency to the marketers or brands’ strategic attempt in delivering superior brand experience in online social media network context. These forces are as follows: online social media network characteristic (interactivity); brands’ co-creation characteristics (consumers’ and stakeholders’ participation); brand’s technical and operational competency (brands’ knowledge, ease of interactive platform); internal human resource characteristics (employees’ behaviour, brands culture, brands reputation); and customer interactive characteristics (customer demographic characteristics, customer motivation, customer attitude). These identified forces can be optimized to formulate strategies in the interactive medium for enhancing brand experience.

This paper proposes a contingency model as well as research propositions that need to be validated and confirmed empirically. While narrowing down the current identified gap in brand experience literature by proposing a novel perspective to the concept, this research broadens and deepens understanding of the concept of brand experiences, how it is linked to the context and contextual factors. This contingency framework elucidates the resources that marketers, practitioners can use to enhance, limit or maintain all the dimensions within brand experience.

A holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered so far. Although literature demonstrates the positive outcome of brand experience, little attention has been paid to enhancing customer brand experience, specifically in the context of online social media networks with various complex forces acting and influencing the way customers experience a brand.

Virtual worlds are a typical form of social network syndication. Although the future of the virtual world phenomenon seems bright, not all efforts have succeeded. Therefore knowing how to motivate users and keep them continually engaged and visiting is an important challenge for those who create and manage virtual world websites. This paper aims to address these issues.

The present study proposes a conceptual model from technological, entertainment and social perspectives to examine the determinants affecting users' intentions in their virtual worlds usage. Recognising that human behaviour varies according to different social roles, this study investigated four social roles (habitual, active, personal and lurker), and 729 valid data samples were collected from the Chinese virtual world, i‐Partment. Partial least square and multi‐group analysis were performed to measure the research model.

The results of this study indicate that ease of use, usefulness, social presence and enjoyment are important factors of virtual worlds usage. This study also confirms that social presence and enjoyment are influenced by platform‐based and sociability‐based interactive quality, with sociability‐based interactive quality having a much higher impact on social presence than platform‐based quality. Moreover the proposed model demonstrates different intensities of explanatory power for users' usage intentions according to four social roles, and the results of this study indicate different but insightful findings for each of the four social roles.

The virtual worlds practitioners should strive to launch creative and new recreational information or functions on a regular basis to make users' experiences enjoyable. In addition practitioners should initiate special activities or festivals to promote social interaction and devise rules to encourage users to spend more time on the virtual world websites. Moreover virtual world websites must be easy to use – with a user‐friendly interface, smooth moving lines and clear and understandable information – and provide useful functions.

This paper is one of the few studies that compares and analyses the behavioural models of different social roles, and suggests that virtual world website practitioners should make use of these findings and provide flexible services to fulfil different users' special needs.

Linking platform governance and value, the article explains how platforms manage openness, which gives users access and authority, to shape the user experience and orchestrate interactive value co-creation within their ecosystem.

We adopted an abductive approach, drawing on an embedded multiple case study of platform-based local alternative food networks. The strong symbolic dimension embedded into that context allowed for a full exploration of value in its interactive nature.

Platform openness influences value creation directly, but also through two mechanisms: one behavioural, involving interactions between users and sides, and the other cognitive, involving users’ abstraction level. Value co-creation goes beyond the online space and occurs in complex sets of interactions between users. Digital platforms can thus generate intrinsic value co-creation that enhances their utility.

We have adopted a marketing channel theory reading of openness and mobilised a broader conception of value as well as cognitive science to explain how this key element of platform governance affects value creation.

This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and moderating mechanisms.

Quasi-experiment and difference-in-differences models are used for data analysis. Propensity score matching is used to address potential unobservable endogeneity.

Real-time live streaming data reveal that LSIs’ participation significantly improves tipping frequency in live streaming rooms. Also, more users are attracted to the live streaming rooms and more users become active in participation. Additionally, the positive impact of LSIs’ participation is enhanced in the live streaming rooms with a greater number of relationship links between users.

The findings clarify the new role of influencers and reveal the mechanisms on how LSIs benefit the platforms.

The findings offer novel insights into implementing influencer marketing to interactive social media platforms, by encouraging influencer participation, user relationship building and influencer network growth.

This study highlights the value of LSIs for interactive social media platforms in terms of organic growth, revenue generation and cost reduction.