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Article
Publication date: 1 October 2004

William Drago and Jimmy Peltier

This study sought to determine the effect of class size on the evaluation of teaching effectiveness for on‐line courses using a standard student evaluation survey…

Abstract

This study sought to determine the effect of class size on the evaluation of teaching effectiveness for on‐line courses using a standard student evaluation survey instrument. The data set consists of all MBA courses taught online during an academic year at a large, regional Midwestern university in the U.S. Several simple regression analyses are performed with class size as the independent variable. Dependent variables analysed were global course effectiveness and summated indices representing “building blocks” of online effectiveness. These include course content, instructor support, course structure, student‐to‐student interaction and instructor to‐student interaction. Results indicate no significant relationship between class size and global course effectiveness. In addition, class size showed some significance in predicting instructor support and course structure. Unexpectedly the direction of this association was positive suggesting that larger classes lead to higher levels of instructor support and greater perceived course structure. A comparison to traditional courses is also provided.

Details

Management Research News, vol. 27 no. 10
Type: Research Article
ISSN: 0140-9174

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Article
Publication date: 1 June 2002

William Drago, Jimmy Peltier and Donald Sorensen

Explores the impact and relative importance of course content and the role of the instructor on measures of effectiveness for online courses. Uses items from a standard…

Abstract

Explores the impact and relative importance of course content and the role of the instructor on measures of effectiveness for online courses. Uses items from a standard questionnaire to form measures of the quality of course content, the instructor’s role in facilitating the course and a number of global effectiveness measures. Suggests that the results vary depending on the global effectiveness measure being assessed, and identifies the questions which are of greatest importance.

Details

Management Research News, vol. 25 no. 6/7
Type: Research Article
ISSN: 0140-9174

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Article
Publication date: 31 May 2013

Don E. Schultz and James (Jimmy) Peltier

Academics and the business community are interested in learning how social media can benefit (or harm) consumer‐brand engagement. As more branding activity goes social…

Abstract

Purpose

Academics and the business community are interested in learning how social media can benefit (or harm) consumer‐brand engagement. As more branding activity goes social, marketers are not always welcome in all social media spaces. In this invited commentary, the authors aim to lay out the challenges that social media faces for enhancing consumer‐brand engagement. In doing so, they seek to turn social media challenges into future research directions.

Design/methodology/approach

The paper reviews prior literature on social media and brand engagement.

Findings

The majority of social media marketing initiatives take the form of communicating sales promotions to already engaged consumers.

Practical implications

Marketers need to find ways to use social media to create lasting brand engagement rather than to merely utilize this communication technology to enhance short‐term revenue.

Originality/value

This critical review provides marketing academics and practitioners avenues for future research and applied considerations. It is an adaptation and extension of Schultz's 2013 paper.

Details

Journal of Research in Interactive Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 11 July 2016

Karla Straker and Cara Wrigley

– The purpose of this paper is to investigate how companies can design digital channels to evoke desired emotions.

Abstract

Purpose

The purpose of this paper is to investigate how companies can design digital channels to evoke desired emotions.

Design/methodology/approach

The successful business case of retailer Burberry has been examined to understand the strategy and customer engagement of digital channels implemented by decoding the emotional intensions.

Findings

Results illustrate that the ability to create engaging interactions via digital channels with customers has a significant impact on growth, revenue and brand advocacy. Findings from this study provide a new empirical support for the proposition that emotions can be utilised to guide company digital strategy for building digital channel relationships with customers.

Originality/value

This is the first study to examine the relationship between digital channels, emotion and customer responses to digital engagements. The inclusion of an emerging theory model is outlined to explain the successful process of reformulating business strategy through a dynamic and creative process of intersecting emotion, strategy and digital channels.

Details

Journal of Fashion Marketing and Management, vol. 20 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 8 June 2015

Karla Straker, Cara Wrigley and Michael Rosemann

This study aims to gain a clearer understanding of digital channel design. The emergence of new technologies has revolutionised the way companies interact and engage with…

Abstract

Purpose

This study aims to gain a clearer understanding of digital channel design. The emergence of new technologies has revolutionised the way companies interact and engage with customers. The driver for this research was the suggestion that practitioners feel they do not possess the skills to understand and exploit new digital channel opportunities. To gain a clearer understanding of digital channel design, this paper addresses the research question: What digital channels do companies from a wide range of industries and sectors use?

Design/methodology/approach

A content analysis of 100 international companies was conducted with multiple data sources to form a typology of digital “touchpoints”. The appropriateness of a digital channel typology for this study was for developing rigorous and useful concepts for clarifying and refining the meaning of digital channels.

Findings

This study identifies what digital channels companies globally currently employ and explores the related needs across industries. A total of 34 digital touchpoints and 4 typologies of digital channels were identified across 16 industries. This research helps to identify the relationship between digital channels and enabling the connections with industry.

Research limitations/implications

The findings contribute to the growing research area of digital channels. The typology of digital channels is a useful starting point for developing a systematic, theory-based study for enabling the development of broader, comprehensive theories of digital channels.

Practical implications

Typologies and touchpoints are outlined in relation to industry, company objectives and customer needs to allow businesses to seize opportunities and optimise performance through individual touchpoints. A digital channel model as a key outcome of this research guides practitioners on what touchpoint to implement through an interrelated understanding of industry, company and customer needs.

Originality/value

This is the first paper to explore a range of industries in relation to their use of digital channels using a unique content analysis. Contributions include clarifying and refining digital channel meaning; identifying and refining the hierarchical relations among digital channels (typologies); and establishing typology and industry relationship model.

Details

Journal of Research in Interactive Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 20 May 2020

Stephen Nettelhorst, Laura Brannon, Angela Rose and Whitney Whitaker

The purpose of this study is to investigate online viewers’ preferences concerning the number and duration of video advertisements to watch during commercial breaks. The…

Abstract

Purpose

The purpose of this study is to investigate online viewers’ preferences concerning the number and duration of video advertisements to watch during commercial breaks. The goal of the investigations was to assess whether online viewers preferred watching a fewer number of advertisements with longer durations or a greater number of advertisements with shorter durations.

Design/methodology/approach

Two studies used experimental research designs to assess viewers’ preferences regarding advertisements. These designs used two independent variables and one dependent variable. The first independent variable manipulated the type of choice options given to online viewers (e.g. one 60 s or two 30 s advertisements). The second independent variable manipulated when the choice was given to online viewers (i.e. at the beginning of the viewing experience or in the middle of the experience). The dependent variable measured viewers’ choices concerning their preferred advertisement option.

Findings

The results across both studies found that participants made choices that minimized total advertisement exposure time when possible. When minimizing total exposure time was not possible, participants made choices that minimized the number of exposures instead.

Originality/value

These investigations extend the literature on advertisement choice by examining online viewers’ preferences about the format of their advertising experience rather than the content of the persuasive messages themselves. In addition, these investigations provide value by investigating viewers’ responses to stimuli within realistic online simulations rather than abstract hypotheticals.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

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