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How does gender equity fare in the digital public sphere(s)? To understand the mechanism of the gender gap, this study analyzes the interaction of gender with class, age, and parenthood. With American national survey data, this research compares different types of online content production practices in this blurred digital public sphere(s). Findings show differences between men and women in five of six digital content creation activities. Women are more likely to consume online content; men are more likely to produce it. From more public blogging to more private chatting, inequality persists. Interactions with gender show (1) women from higher educational levels face more inequality compared to their male counterparts than do women from lower educational levels; (2) age is not a factor in the gender gap; and (3) generally, parental status fails to explain the production divide. Understanding the gender gap and its mechanisms can help ameliorate inequalities. Some argue that the Internet is a more egalitarian public platform for women while others find gender inequality. But neither body of research has attended to the blurring of the public and private spheres on the Internet.

This chapter is about online hate speech propagated via platforms operated by social media companies (SMCs). It examines the options open to states in forcing SMCs to take responsibility for the hateful content that appears on their sites. It examines the technological and legal context for imposing legal obligations on SMCs, and analyses initiatives in Germany, the United Kingdom, the European Union and elsewhere. It argues that while SMCs can play a role in controlling online hate speech, there are limitations to what they can achieve.

In the Web 2.0 era, more and more digital immigrants actively participate in blogging, video sharing, online rating, and micro blogging, etc. However, some may be more skilled in producing and generating online content while others still meet some barriers in doing so. Thus, it is interesting to investigate the online generative capability of digital immigrants in Web 2.0 context. This paper seeks to address this issue.

The authors selected Shanghai as their target province in this study for its large scale of internet users. An in-depth semi-structured interview was used as their research method. They selected several community clubs as the interview settings. In addition, age was adopted as a threshold to define the Chinese digital immigrants for its convenience in sampling.

Chinese digital immigrants are playing an important role in content generating, and have a great potential in the future contribution, and a number of digital immigrants regard the content generating as a pretty easy work while some others felt difficulties, even frustrated and exhausted when generating content. About the content type, digital immigrants prefer to generate that content with low granularity. About the motivation, the intrinsic motivation and the extrinsic motivation with an internalized focus play a dominant role. About the generating mode, digital immigrants prefer to generate content individually or collectively.

This paper develops the concept of online generative capability by adapting the notion of generativity from other disciplines to the characteristics of Web 2.0. Then an integrated conceptual framework is built and evaluated. Practically, the paper puts forward some implications for the designers, managers, and information service staff from different perspectives to facilitate the digital immigrant's online generative capability.

The purpose of this paper is to examine the impact of word-of-mouth (WOM) types, WOM valence, content types and discussion topics of user posts on online engagement in two channels of a consumption community. The posts are composed by users on the discussion forum and shared to the Facebook channel of the consumption community by the administrators.

The data for this study were obtained from a popular car consumption community in Vietnam. A total of 505 user posts on the discussion forum were manually coded and assigned to WOM types, valence and content characteristics. The online engagement metrics were measured by the number of views and replies on the discussion forum, and the number of likes, comments and shares on Facebook.

The results indicate that the WOM types and valence have a significant impact on online engagement and the popularity of posts on Facebook is associated with the number of views on a discussion forum. The content type and discussion topic partially influence some factors of the online engagement metrics.

The findings are helpful for consumption community administrators to understand and manage their users’ engagement. Moreover, it indirectly supports brands and companies, since the consumption communities also include sub-communities of particular brands and marketers cooperate with consumption communities for their social media marketing strategies.

This research contributes to the literature of online engagement in two aspects. First, this study examines the impact of WOM types and valence. Second, this is the first study investigating the effects of posts by users within an information flow from a discussion forum to Facebook.

Consumers’ engagement with brands online is increasingly important for marketers for both promotion of their brand’s message and sales. The purpose of this paper is to examine if consumers’ brand schematicity, a generalized consumer disposition to process information using brand schema, influenced their proclivity to engage with brands online through consuming and co-creating brand-related content, and the influence of online brand engagement on actual purchase of brands.

Two experiments were conducted to test the hypotheses.

Study 1 shows that brand schematicity increases online brand consumption and online brand co-creation and Study 2 shows that this online brand engagement is not always beneficial to brands in terms of sales. Specifically, because of resource depletion, consumers who co-create brand content online may purchase brands less while those that consume online brand content purchase more brands.

There is a lack of previous research addressing individual differences in consumers’ online brand engagement that this paper investigates. Further, a generalized, dispositional variable such as brand schematicity has not been hitherto investigated in the context of consumers’ online behavior. Finally, this paper shows counter-intuitive effects of online brand engagement on brand purchase.

This study aims to examine how information and social gratifications sought by Internet users affect their affinity for the Internet or for particular types of online content.

A survey was administered in Singapore to collect data. A correlation analysis, a paired‐sample t test, and hierarchical regression analyses are conducted to address the research questions and hypotheses.

Affinity for the Internet and affinity for particular types of online content are correlated and distinct. Both relate positively to social gratifications. The passive social gratification of Internet access and the active pursuit of interactions exert similar impact on both types of affinity. Information affects neither after social gratifications are controlled.

Constant access to online contacts or quality online interaction may facilitate social gratifications, thereby boosting user affinity for the Internet or for particular types of online content. Online information should be presented interactively to attract and retain users. The selection of online content and applications should also be made easier to cultivate a loyal user market.

This study contributes to U&G theory by adapting a television‐based proposition to cyberspace, and examining the attitudinal effect of online social gratifications involving different levels of user activity.

With the prevalence of user-generated content on the internet, this study aims to propose a cognitive-affective-conative model to examine how users create and share their content online. The moderating role of gender differences is also tested in the model.

This study collects a representative sample of 873 internet users via a nation-wide survey in Taiwan.

The results show that hedonic value has a positive impact on internet satisfaction, and social value affects life satisfaction and internet satisfaction positively. Both life satisfaction and internet satisfaction are positively related to content sharing on the internet. In particular, the positive effect of life satisfaction on online content sharing is greater for male users than for female users.

This study contributes to the existing literature by investigating online content sharing behavior from the cognitive-affective-conative perspective. This study also provides a better understanding of this behavior by simultaneously examining life satisfaction and internet satisfaction as two underlying mechanisms. Furthermore, gender differences play an important role in determining content sharing on the internet.

For digital marketing practitioners, this study suggests several online editing and social mechanisms for encouraging users' engagement in content sharing behavior on the internet.

This study is one of the first that examines a cognitive-affective-conative framework of content sharing behavior on the internet. This study also demonstrates boundary conditions of this framework by testing the moderating role of gender differences.

Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).

Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.

According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.

This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Based on theories related to metaphors in advertisements, cognitive comprehension by children, promotional appeals, and presentation techniques, the research for this study comprised a content analysis of 1,980 online banner advertisements with reference to use of metaphors, promotional appeals, creative content, and selling techniques.

The research study concludes that online advertising to children, in contrast to traditional advertising vehicles, is characterized by (a) a vibrant visual metaphor, (b) surfeit of animated content, (c) interactive features, (d) myriad product types, and (e) creative content for a mixed audience of adults and children.

This study argues that the impact and content of the Internet as a new advertising medium are distinctly different from traditional characteristics of television and print.

The purpose of this chapter is to explore the Occupational Course of Study (OCS) program through blended learning courses offered through the North Carolina Virtual Public School. In this program, students take classes online with a virtual content area teacher and meet in a face-to-face setting with a certified special education teacher.

This chapter offers a practical exploration of the OCS program. Its intention is to offer insight into the perspectives of virtual teachers and face-to-face teachers and provide an understanding of how this type of blended learning has the potential to deliver high quality academic coursework targeted to meet individual learning needs.

This blended environment format is a viable method for helping highly qualified content area teachers and teachers with disabilities work together to meet the individual learning needs of students with disabilities.

The OCS program is able to support large numbers of students who need transition services. Evaluation on this program reveals that collaboration between various educational professionals supports learning outcomes for students.

Many K12 districts offer alternative diplomas for students with exceptionalities, with a goal of preparing students for their transition to postsecondary employment and independent living. This chapter offers a practical description of this program for the benefit of other systems that may want to consider this model.