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Article
Publication date: 30 September 2019

Marco Cioppi, Ilaria Curina, Fabio Forlani and Tonino Pencarelli

The purpose of this 22-year paper is to synthetize business and management literature in the context of online presence, online visibility and online reputation concepts…

Abstract

Purpose

The purpose of this 22-year paper is to synthetize business and management literature in the context of online presence, online visibility and online reputation concepts. In particular, this paper aims to generalize the analysis by investigating the level of interest of the Internet, digital and interactive marketing-focused literature, as well as the more general business and management one towards these topics.

Design/methodology/approach

To identify the existence or otherwise of an online presence, visibility and reputation definition, as well as an index for measuring them, a systematic review and a content analysis process were performed on 199 articles categorized over 1997-2018.

Findings

The findings highlight the absence of clear and shared online presence, visibility and reputation definitions; the absence of unanimously accepted indexes for measuring them; and the identification of a sequence relationship between the three investigated constructs.

Research limitations/implications

The paper underlines the need for both theoretical and empirical contributions to reduce the complexity characterizing the business and management literature focused on these topics.

Originality/value

The current study brings out interesting directions for future research studies by systematizing all the articles devoted to the online presence, visibility and reputation concepts from a business and management perspective.

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Book part
Publication date: 12 November 2020

Alex Rockey, Lorna Gonzalez, Megan Eberhardt-Alstot and Margaret Merrill

Connectedness is essential for student success in online learning. By projecting themselves as real people through video, instructors support connectedness. In this…

Abstract

Connectedness is essential for student success in online learning. By projecting themselves as real people through video, instructors support connectedness. In this chapter, researchers apply the theory of social presence (Garrison, Anderson, & Archer, 2000) to case studies from two public higher education institutions: a four-year university and a large research university. Analysis identifies video as a humanizing element of online courses. Findings suggest video could be used in a variety of ways (e.g., video lectures, synchronous office hours, weekly overview videos), and no single use of video was perceived to be more or less effective in developing social presence and humanizing the learning experience. However, participants especially perceived connectedness when video was used in a variety of ways. Students from the second case study validated a perception of connectedness to the instructor that faculty in our first case study hoped to achieve. However, one instructor’s perception of disconnect illustrates that video is just one of several pedagogical practices necessary to create a satisfying learning experience for both students and instructors. While video is not the only way to establish social presence, findings suggest video is an effective practice toward creating a humanized and connected online learning community.

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Article
Publication date: 11 February 2021

Beatrix Lányi, Miklós Hornyák and Ferenc Kruzslicz

The purpose of this paper is to examine the importance of websites and social media platforms to find out how they contribute to the improvement of business performance. A…

Abstract

Purpose

The purpose of this paper is to examine the importance of websites and social media platforms to find out how they contribute to the improvement of business performance. A new automated data collection method is developed to determine the technology maturity level of websites. These website quality indicators are linked to and compared against small and medium enterprise (SME) competitiveness data set to find competency pillars having significant impacts on the online presence, and to identify most important factors for online digital transformation. In this way, periodic analysis of websites can signal early warnings if competitiveness data of an SME is worth to refresh. Continuous maturity monitoring of competitors’ websites provides useful benchmark information for an enterprise as well.

Design/methodology/approach

A conceptual model was developed for the examination of the online presence and its effect on the competitiveness of small- and medium-sized businesses. An innovative, automatically generated WebIX indicator was developed through technical and content analysis of websites of 958 SMEs’ included in the Global Competitiveness Project (GCP) network data set. A series of ANOVA analysis was used for both data sources to determine the relationships between Web quality and competitiveness levels to define the online presence maturity categories.

Findings

Both the existence and the quality of the websites proved to have positive impact on the SME’s competitiveness. Different online presence maturity categories contribute to different competitiveness pillars; therefore, key factors of online digital transformation were identified. According to the findings, company websites are more related to marketing functions than information technology from the point of competitiveness.

Originality/value

Competency relationships were identified between online activity and competitiveness. The foundations of automated competitiveness measures were developed. The traditional survey based subjective data collection was combined with objective data collection methodology in a reproducible way.

Details

Competitiveness Review: An International Business Journal , vol. 31 no. 3
Type: Research Article
ISSN: 1059-5422

Keywords

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Book part
Publication date: 30 November 2018

Inma Rodríguez-Ardura and Antoni Meseguer-Artola

Recent research on immersive experiences in online environments for higher education has attributed a fundamental role to two distinct yet connected psychological…

Abstract

Recent research on immersive experiences in online environments for higher education has attributed a fundamental role to two distinct yet connected psychological phenomena: the feelings of being virtually present in the education environment, often simply called presence, and peak episodes of flow. The authors conceptually delimitate these two psychological facets of e-learners’ experiences and examine their interplay. The authors show how flow episodes are elicited by students’ sense of control over the online education environment, their attention being focussed on the learning tasks, and their feelings of being physically placed in the online education setting. Also, the interactivity created by the online education environment evokes an e-learner’s imagery, which in turn triggers presence feelings and episodes of flow. The authors further show that, although presence and flow are triggered by some common antecedents, they differ in the object of the individual’s immersion, and that presence feelings facilitate flow. Moreover, the authors provide practical recommendations for higher education institutions, policy makers and the academic and information and communication technology community involved in e-learning, to make sure e-learner experiences reach their fullest potential.

Details

The Future of Innovation and Technology in Education: Policies and Practices for Teaching and Learning Excellence
Type: Book
ISBN: 978-1-78756-555-5

Keywords

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Article
Publication date: 3 June 2020

Linlin Zhu, He Li, Feng-Kwei Wang, Wu He and Zejin Tian

The relationship between online reviews and purchase intention has been studied in previous research. However, there was little knowledge about the effect of information…

Abstract

Purpose

The relationship between online reviews and purchase intention has been studied in previous research. However, there was little knowledge about the effect of information quality and the social presence of online reviews on purchase intention based on the stimulus-organism-response (S-O-R) framework. The purpose of this study is to explore the intrinsic relationship between the stimulus (perceived information quality and social presence) generated from online reviews and the response (purchase intention).

Design/methodology/approach

This study developed a research model by applying the S-O-R framework to test the proposed hypotheses. A combination of a web-based experiment and an online survey was employed to collect data. Hypotheses were empirically tested using Smart PLS.

Findings

The PLS analysis shows that both perceived information quality and the social presence of online reviews positively affect trust. Moreover, satisfaction with online reviews affects purchase intention, whereas trust has a positive impact on satisfaction, playing a mediating role between two stimuli and satisfaction. Besides, perceived information quality of positive online reviews is found to have a more significant impact on trust, satisfaction and purchase intention.

Originality/value

The results of this study are of great value for expanding both theoretical research and practical applications of online reviews in relation to purchase intention. This study with a new research model reveals the understanding of how the purchase intention will be motivated by online reviews. Meanwhile, the moderating effects and the mediating effects are also discussed.

Details

Aslib Journal of Information Management, vol. 72 no. 4
Type: Research Article
ISSN: 2050-3806

Keywords

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Article
Publication date: 20 November 2009

Allan H.K. Yuen, Liping Deng and Robert Fox

The purpose of this paper is to compare the use of WebCT in support of online and blended learning in the Faculty of Architecture of a Hong Kong university.

Abstract

Purpose

The purpose of this paper is to compare the use of WebCT in support of online and blended learning in the Faculty of Architecture of a Hong Kong university.

Design/methodology/approach

Paper questionnaires are used to collect students' experiences, perceptions and attitudes towards the online course they have undertaken. Focus group interviews are conducted with two groups of students at the end of the semester. In addition, both formal and informal interviews are conducted with the instructor to understand his perceptions and perspectives.

Findings

In general, students prefer to have course management systems (CMS) as a supplement to face‐to‐face lectures rather than as its replacement. They perceive WebCT as mainly a platform for downloading materials and submitting assignments rather than a platform for teaching and learning. Learning fully online is perceived as self‐learning. The traditional lecture is considered more effective and efficient by many students to grasp concepts and principles.

Research limitations/implications

This is an exploratory study at a Hong Kong university. However, it provides initial evidence to shed light on issues concerning the use of CMS in support of online and blended learning.

Practical implications

In order to ensure a more engaging and rewarding online learning experience, teacher's online presence should be strengthened. Other than teacher presence, the cognitive presence could be fostered through engineering the student‐to‐student interaction in co‐located settings.

Originality/value

The paper usefully demonstrates how the blended mode of learning that combines face‐to‐face and online learning has become increasingly popular, while the courses conducted entirely online are comparatively rare at universities in Hong Kong.

Details

Interactive Technology and Smart Education, vol. 6 no. 4
Type: Research Article
ISSN: 1741-5659

Keywords

Abstract

Details

Leading with Presence: Fundamental Tools and Insights for Impactful, Engaging Leadership
Type: Book
ISBN: 978-1-78714-599-3

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Article
Publication date: 12 September 2016

Carla Ruiz-Mafe, Jose Tronch and Silvia Sanz-Blas

The purpose of this paper is to analyse the role of emotions and social influences on loyalty formation towards online travel communities.

Abstract

Purpose

The purpose of this paper is to analyse the role of emotions and social influences on loyalty formation towards online travel communities.

Design/methodology/approach

The individual (perceived risk) and social (subjective norm and social presence) antecedents of emotions as well as the impact of emotions on attitude and loyalty towards online travel communities are tested through structural equation modelling techniques. The sample consists of 385 active users of online travel communities in Spain.

Findings

Data analysis shows that perceived privacy and security risk elicit negative emotions such as stress, frustration and fear towards the online travel community. Normative influences (subjective norm) and feeling the presence of other community members (social presence) boost positive emotions towards the online travel community. Interpersonal influences have a positive effect on subjective norm but not external influences. Positive and negative emotions affect preferences towards the online travel community (attitudes) as proposed by social impact theory. Subjective norm and attitude have a direct influence on loyalty towards an online travel community, confirming previous research grounded on theory of reasoned action models.

Originality/value

Despite the crucial impact of consumers’ affective states on loyalty formation, research on social media is mainly focused on the technological nature of consumer information exchanges, neglecting other drivers of consumer behaviour beyond the technology employed. This paper develops a model that integrates the relationships between consumer emotions and their individual (perceived risk) and social (social presence and subjective norm) antecedents and outcome variables (attitude and loyalty). The role of social influences is analysed, assessing the conjoint impact of one-way communication (interpersonal influences and mass media) and Web 2.0 communications (social presence) on positive emotions and loyalty formation towards the online travel community.

Details

Journal of Service Theory and Practice, vol. 26 no. 5
Type: Research Article
ISSN: 2055-6225

Keywords

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Article
Publication date: 5 June 2009

Jennifer Rowley

The purpose of this paper is to report on exploratory research that aims to contribute to knowledge on online branding, and the way in which the online channel is being…

Abstract

Purpose

The purpose of this paper is to report on exploratory research that aims to contribute to knowledge on online branding, and the way in which the online channel is being used to support brands. The focus of this research is the top multi‐channel UK fashion retailers.

Design/methodology/approach

Content analyses were performed on the web sites of a number of top fashion and clothing retailers, plus three supermarket chains with a strong presence in clothes retailing. An analysis of the extent to which the retailers were using their web site to provide online services and information provided a context for a more detailed analysis of online branding strategies, including communicating brand identity and presence, and building brand relationships.

Findings

Most top “non‐value” fashion retailers offer transactions through their web site, offering extended opportunities for brand engagement and experience. While all fashion retailers achieve consistency of visual identity between the online and other channels, their use of the online channel to communicate brand values, and to promote brand relationships is underdeveloped. There is evidence of some innovative practice, but also scope for considerable further development of the notion of online branding. Research into online and multi‐channel branding has a role to play in supporting this process.

Originality/value

This study makes an important contribution to the under‐researched area of online branding, through a study of the online branding activities of top multi‐channel UK fashion retailers.

Details

Internet Research, vol. 19 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 27 May 2021

Chin-Ching Yin, Yi-Ching Hsieh, Hung-Chang Chiu and Jhih-Ling Yu

The purpose of this paper is twofold. First, this study applies social presence theory to explore the influences of public self-awareness on consumers’ choice…

Abstract

Purpose

The purpose of this paper is twofold. First, this study applies social presence theory to explore the influences of public self-awareness on consumers’ choice inconsistency and post-choice satisfaction. Second, the authors investigate how time pressure moderates the effects of self-awareness on choice inconsistency and post-choice satisfaction so that online sellers can better align their marketing strategies.

Design/methodology/approach

This research consists of two studies. Study 1 conducted a 3 (self-awareness: public/private/control) × 2 (time pressure: high/none) experiment, and 311 online participants were recruited to explore the influence of public self-awareness and time pressure. Study 2 used a 3 (self-awareness: public/private/control) × 2 (time pressure: high/no) × 2 (self-consciousness: high/low) quasi-experiments, and the authors used 652 online participants to examine the effect of self-awareness, time pressure and public self-consciousness on choice inconsistency and post-choice satisfaction.

Findings

The results indicate that publicly self-aware consumers under high time pressure show greater inconsistency than those under no time pressure. Also, people with higher public self-consciousness exhibited higher choice inconsistency and post-choice satisfaction in public self-awareness situations than those in private self-awareness and control conditions.

Research limitations/implications

To generalize the results, this study should be replicated using more heterogeneous populations in diverse regions and cultures, as well as other product categories.

Practical implications

This study explores the implications of evoking self-awareness during online consumption and the online purchase process by observing the moderating effect of self-consciousness and time pressure. The findings provide insights to marketing practitioners who seek to increase their companies’ competitive advantage and profits through effective online manipulations of consumers’ self-awareness.

Originality/value

Extant research does not address how time pressure affects the relationships among public self-awareness, choice inconsistency and post-choice satisfaction. In addition, prior research only focused on public self-awareness in customer consumption. This study bridges these gaps and has implications for e-commerce, consumer behavior and relationship marketing research fields.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

Keywords

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