DOCSLIB.ORG

A to Z: Social Media Marketing

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
A to Z: Social Media Marketing 0 Copyright © 2012 by Jordan Kasteler All rights reserved. No part of this book shall be produced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording or otherwise, without written permission from the author. No patent liability is assumed with respect to the use of the information contained herein. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts of preparing this book, they make no representations of warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate neither the publisher nor authors shall be liable for any loss or profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. 1 Author: Jordan Kasteler Jordan Kasteler is an Online Marketing Strategist for People for the Ethical Treatment of Animals (PETA), a non-profit organization. He has a history of entrepreneurship co-founding and serving positions in such companies as BlueGlass Interactive, an Internet marketing agency and SteelCast, a tech incubator housing several other self-started companies. His work experience ranges from in-house SEO at Overstock.com to agency-level SEO. In addition to consulting, he’s experienced hosting BlueGlass Internet marketing events and co-owning one of the search engine industry’s leading publishing sites, Search Engine Journal. His education includes a Bachelor’s in Multimedia Communication Technology (graduating Magna Cum Laude) and a Master’s in Professional Communications (graduating Cum Laude). Other Accolades include: • Frequent speaker at: Search Marketing Expo • Frequent speaker at: Pubcon • Frequent speaker at: Search Engine Strategies • Spoken at: IMC, BlueGlass Conferences, Scary SEO, Affiliate Convention, Searchfest, Podcamp, Social Commerce Exchange, Infopress, and various others. • Frequent Columnist for: Search Engine Land • Written for various other publications like: Search Engine Journal, Search Engine People, Website Magazine, JordanKasteler.com, etc • Board member for Social Commerce Exchange • SEMMY board member and nominee • Mentioned in various books such as: o Accelerate! by Arnie Kuenn o Mobile Marketing by Cindy Krumm o Killer Facebook Ads by Marty Weintraub o Pay-Per-Click Search Engine Marketing: An Hour a Day by David Szetela • Contributor to Local Search Ranking Factors • Contributed to Mobile Presence on WebmasterRadio.FM • Social Media Club: Utah Social Media Awards – Best Social Content Guru • Interviewed by: Jounce, AimClear, WebmasterRadio, SEO.com, WebProNews, and various others. 2 Chapter One: Introduction: Facets of Social Media…...……….…..……….. 5 Social Networking Social Bookmarking Geo-Location Apps Media Sharing Social Question and Answers Chapter Two: Setting Realistic Goals and Expectations …………..…….. 14 Marketing From a Social Connection Perspective Setting up Policies Chapter Three: Setting up Key Performance Indicators (KPIs)......…..….. 18 ROI: Return on Investment Traffic and Detailed Analytics Metrics Chapter Four: Content Types & Development ……………………..…….. 24 Content Development Scheduling Chapter Five: Getting the Team Involved ………………………….…….. 28 Delegation & Team Structuring Assigning Responsibilities Publishing Calendars Chapter Six: Account Management ………………………….……….….. 32 Account Organization Syncing Across Platforms Posting and Scheduling Tools Chapter Seven: Community Engagement …………………..…….…….. 38 Engagement Tactics Posting Strategy Drive Community Engagement with Linkbait 3 Chapter Eight: Getting Started With Analytics & SEO …………………….. 45 SEO for Social Media Social Media Analytics Chapter Nine: Content Review ………………………………..…………… 51 Content Approval: What to Post, What to Avoid Deadlines and Check Off Lists Editing Before Posting Link Validity Chapter Ten: Submission Execution …………………….………………… 57 Website Structure Blog Guest Posting Social Media Submission Social Media Publishing Chapter Eleven: Social Voting & Crowd-Sourcing ………….…………….. 64 Voting on New Products and Content Freelancers and Bloggers Chapter Twelve: Social Tools ………………………………….………….. 70 Auto-Publishing & Scheduling Auto-Reply & Auto-Follow Reputation Monitoring Chapter Thirteen: Measuring Your Success ……………..……………….. 73 Google Analytics Reporting Link Shortener Analytics Conclusion ………………………………………………..……………….. 79 Bibliography ……………………………………………...……………….. 80 Resource List ………………….……..………………..………………….. 86 4 Five years ago, social media was a new and emerging technology, one of which few people had extensive knowledge. Now there are over 500 million active Facebook accounts1 and over 110 million tweets are sent every day2. Social media has become a part of life for the majority of the United States and other countries around the world. It is not just a passing fad, but a vital communication medium that is updated instantly with news, opinions, photos, videos, and other content. It makes almost any information available at any moment. How did social media rise so fast and how can businesses rise to use it as a communication and marketing medium? To answer this question, one must first understand what each type of social media is and how their respective features can be utilized effectively. While a wealth of blog posts, e-books, and websites have devoted time and attention to showing both small and big businesses how to use social media, the following pages strive to provide a comprehensive guide that social media beginners and experts can both use to make sure their social media strategy is on target and able to achieve the results and goals for which it was intended. Social Networking Mashable3 and Freebase have defined Social Networking as the following: A social network service is an online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, e.g., who share interests and/or activities. A social network service essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. Most social network services are web based and provide means for users to interact over the internet, such as e-mail and instant messaging. Although online community services are sometimes considered as a social network service. In a broader sense, social network service usually means an individual-centered service whereas online community services are group- centered. Social networking sites allow users to share ideas, activities, events, and interests within their individual networks.4 Facebook and Twitter are considered the bigwigs in social networking, but the two networks are used in vastly different ways. Facebook allows users to have a profile where they can add applications, connect with friends, and create status updates. 5 Twitter is a micro-blogging platform that allows users to post messages, called “Tweets,” to their profile in 140 characters or less. Here are the main differences and features of the two sites: Feature Facebook Twitter Different Presence for Yes. Individuals have No; but some business Individuals and profiles; businesses, and celebrity accounts Businesses celebrities and can be verified by Twitter organizations have pages. so users know they are Can also create groups genuine. and events that profiles can join or RSVP to, respectively. Businesses who have a profile violate Facebook’s TOS. Types of Advertising Pay-per-click campaigns Trending topics can be Available that appear according to sponsored and therefore target demographics, promoted to the top of the including age, education, Trending list; companies location, and interests. can pay some celebrity or popular Tweeters to tweet about their products. Ways to Communicate Users who have “liked” a Users can “@” mention with Users Page can see Page another user in a tweet, updates on their which hyperlinks that newsfeed (on the user’s name and lists the Facebook.com tweet in their Mentions homepage), Pages can view. Tweeters also also send “likers” event frequently “RT” or Re- invitations and updates. Tweet another person’s tweet. If a person follows you, you can also send them a Direct (Private) Message. Promoting and Pages can showcase their Tweeters can create lists Categorizing Other Users “Favorite Pages” in the of Twitter profiles and left-hand side of the page. name them. The list view will show recent tweets from added users. Recommended Update Every other day for Several times a day, 6 Rate Pages.5 average is 3-4 for most accounts.6 Management Availability One Facebook profile can Must log in to each manage multiple pages; individual Twitter account pages can have multiple using the username or administrators. All email address and administrators have the password. same access. Analytics Pages have insights, No public analytics from which measures daily Twitter yet; announced traffic, likes, impressions that it will be coming in of updates on newsfeeds, 20107, but was not fully and feedback percentage released as of March (how many users 2011. Will measure comment or ‘like’ a status replies, re-tweets and update). Insights can be faves (which saves a exported to Excel. tweet for a user’s
Load more

Recommended publications
  • THE TRUTH CAN CATCH the LIE: the FLAWED UNDERSTANDING of ONLINE SPEECH in INRE Anonymous ONLINE SPEAKERS Musetta Durkeet
    THE TRUTH CAN CATCH THE LIE: THE FLAWED UNDERSTANDING OF ONLINE SPEECH IN INRE ANoNYMous ONLINE SPEAKERS Musetta Durkeet In the early years of the Internet, many cases seeking disclosure of anonymous online speakers involved large companies seeking to unveil identities of anonymous posters criticizing the companies on online financial message boards.' In such situations, Internet service providers (ISPs)-or, less often, online service providers (OSPs)2-- disclosed individually- identifying information, often without providing defendants notice of this disclosure,' and judges showed hostility towards defendants' motions to quash.4 Often these subpoenas were issued by parties alleging various civil causes of action, including defamation and tortious interference with business contracts.s These cases occurred in a time when courts and the general public alike pictured the Internet as a wild west-like "frontier society,"' devoid of governing norms, where anonymous personalities ran C 2011 Musetta Durkee. t J.D. Candidate, 2012, University of California, Berkeley School of Law. 1. Lyrissa Barnett Lidsky, Anonymity in Cyberspace: What Can We LearnfromJohn Doe?, 50 B.C. L. REv. 1373, 1373-74 (2009). 2. As will be discussed below, there has been some conflation of two separate services that allow users to access the Internet, on the one hand, and engage in various activities, speech, and communication, on the other. Most basically, this Note distinguishes between Internet Service Providers (JSPs) and Online Service Providers (OSPs) in order to separate those services and companies involved with providing subscribers access to the infrastructure of the Internet (ISPs, and their subscribers) and those services and companies involved with providing users with online applications, services, platforms, and spaces on the Internet (OSPs and their users).
    [Show full text]
  • Social Media Why You Should Care What Is Social Media? Social Network
    Social Media Why You Should Care IST 331 - Olivier Georgeon, Frank Ritter 31 oct 15 • eMarketer (2007) estimated by 2011 one-half Examples of all Internet users will use social networking • Facebook regulary. • YouTube • By 2015, 75% use • Myspace • Twitter • Del.icio.us • Digg • Etc… 2 What is Social Media? Social Network • Social Network • Online communities of people who share • User Generated Content (UGC) interests and activities, • Social Bookmarking • … or who are interested in exploring the interests and activities of others. • Examples: Facebook, MySpace, LinkedIn, Orkut • Falls to analysis with tools in Ch. 9 3 4 User Generated Content (UGC) Social Bookmarking • A method for Internet users to store, organize, search, • or Consumer Generated Media (CGM) and manage bookmarks of web pages on the Internet with the help of metadata. • Based on communities; • Defined: Media content that is publicly – The more people who bookmark a piece of content, the more available and produced by end-users (user). value it is determined to have. • Examples: Digg, Del.icio.us, StumbleUpon, and reddit….and now combinations • Usually supported by a social network • Examples: Blogs, Micro-blogs, YouTube video, Flickr photos, Wiki content, Facebook wall posts, reddit, Second Life… 5 6 Social Media Principles Generate an activity stream • Automatic • Who you are – Google History, Google Analytics – Personalization • Blog • Who you know • Micro-blog – Browse network – Twitter, yammer, identi.ca • What you do • Mailing groups – Generate an activity stream
    [Show full text]
  • Comércio Eletrônico
    Comércio Eletrônico Aula 1 - Overview of Electronic Commerce Learning Objectives 1. Define electronic commerce (EC) and describe its various categories. 2. Describe and discuss the content and framework of EC. 3. Describe the major types of EC transactions. 4. Describe the drivers of EC. 5. Discuss the benefits of EC to individuals, organizations, and society. 6. Discuss social computing. 7. Describe social commerce and social software. 8. Understand the elements of the digital world. 9. Describe some EC business models. 10. List and describe the major limitations of EC. Case: Starbucks Electronic Commerce (EC) EC refers to using the Internet and other networks (e.g., intranets) to purchase, sell, transport, or trade data, goods, or services. e-Business • Narrow definition of EC: buying and selling transactions between business partners. • e-Business refers to a broader definition of EC: – buying and selling of goods and services – Servicing customers – collaborating with business partners, – delivering e-learning, – conducting electronic transactions within organizations. – Among others e-Business Note: some view e-business only as comprising those activities that do not involve buying or selling over the Internet, i.e., a complement of the narrowly defined EC. Major EC Concepts: Non-EC vs. Pure EC vs. Partial EC • EC three major activities: – ordering and payments, – order fulfilment, and – delivery to customers. • pure EC: all activities are digital, • non-EC: none are digital, • otherwise, we have partial EC. Major EC Concepts: Pure
    [Show full text]
  • Network Overlap and Content Sharing on Social Media Platforms
    Network Overlap and Content Sharing on Social Media Platforms Jing Peng1, Ashish Agarwal2, Kartik Hosanagar3, Raghuram Iyengar3 1School of Business, University of Connecticut 2McCombs School of Business, University of Texas at Austin 3The Wharton School, University of Pennsylvania [email protected] [email protected] {kartikh, riyengar}@wharton.upenn.edu February 15, 2017 Acknowledgments. We benefited from feedback from session participants at 2013 Symposium on Statistical Challenges in eCommerce Research, 2014 International Conference on Information Systems, 2015 Workshop on Information in Networks, 2015 INFORMS Annual Meeting, and 2015 Workshop on Information Systems and Economics. The authors would like to thank Professors Christophe Van den Bulte, Paul Shaman, and Dylan Small for helpful discussions. This project was made possible by financial support extended to the first author through Mack Institute Research Fellowship, President Gutmann's Leadership Award, and Baker Retailing Center PhD Research Grant. 1 Network Overlap and Content Sharing on Social Media Platforms ABSTRACT We study the impact of network overlap – the overlap in network connections between two users – on content sharing in directed social media platforms. We propose a hazards model that flexibly captures the impact of three different measures of network overlap (i.e., common followees, common followers and common mutual followers) on content sharing. Our results indicate a receiver is more likely to share content from a sender with whom they share more common followees, common followers or common mutual followers after accounting for other measures. Additionally, the effect of common followers and common mutual followers is positive when the content is novel but decreases, and may even become negative, when many others in the network have already adopted it.
    [Show full text]
  • Social Commerce
    SOCIAL COMMERCE AND YOUR E-COMMERCE STRATEGY T HE DIGITAL GRAND BAZAAR Imagine yourself standing in the middle of Istanbul’s Grand Bazaar—the world’s oldest and largest covered market. There are 61 covered streets. Over 3,000 shops. The bazaar attracts nearly half a million shoppers on a daily basis. Imagine the smell of spices and leather goods. Imagine the vibrant colors of the fabrics and glittering jewelry, picture the ornateness of handmade ceramics. All around you, people are looking at the wares, haggling with the vendors, talking about this shop or that one. The noise is steady and unrelenting and the sheer amount of humanity is exhilarating/overwhelming. The Grand Bazaar today is not much different than it was in the 16th century. Shops still sell similar items. Goods are still bargained for—no one pays what a seller is asking (you’re expected to haggle and deal with the vendor face-to-face). It’s been described as one of the best ways to “recapture the romantic atmosphere of old Istanbul.”1 And it represents the archetypical driver of commerce: social interaction; word of mouth. Commerce has always been a social event. Word of mouth, for example, was one of the first and most powerful forms of advertising. And it still remains so today. According to global management consulting firm McKinsey & Company, word of mouth “is the primary factor behind 20 to 50 percent of all purchasing decisions.”2 In the digital era, e-commerce has become the Grand Bazaar for the world. Social media is the modern word of mouth where instead of sharing opinions with just a small and close-knit group, people connect and share across the globe.
    [Show full text]
  • D1.1 Somedi Vision
    D1.1 SoMeDi Vision D1.1 SoMeDi Vision WP1 Vision, architecture and data integration – T1.1 SoMeDi Vision and context Delivery Date: Project Number: Responsible partner: M3 - 28/02/2017 ITEA3 Call2 15011 1 D1.1 SoMeDi Vision DOCUMENT CONTRIBUTORS Name Company Email Elena Muelas HIB [email protected] Inmaculada Luengo HIB [email protected] Carlos A Iglesias UPM George Suciu BEIA [email protected] Cristina Ivan Siveco ROMANIA [email protected] Mirela Ardelean Siveco ROMANIA [email protected] Dragos Papatoiu Siveco ROMANIA [email protected] Emilio Madueño Innovati [email protected] DOCUMENT HISTORY Version Date Author Description 0.1 16.12.2016 HIB First ToC distribution requesting contributions 0.2 30.12.2016 BEIA Romanian contributions to SotA 0.3 04.01.2016 Innovati Contributions to architecture 0.4 10.01.2017 HIB New version with restructuration of the sections, integration of the different contributions. Also added Beyond SotA contribution to sentiment analysis, Manifesto section and Marketing use case description. 0.5 17.01.2017 UPM Contribution to Dashboards for social media 0.6 18.01.2017 SIVECO, BEIA Romanian contribution 0.7 18.01.2017 HIB Improvement on use cases and SOMEDI Manifesto 0.8 19.01.2017 INNOVATI Contributions to section 2 and 5 0.9 02.02.2017 BEIA, SIVECO Review of contributions 0.10 06.02.2017 Taiger, HIB Contribution to machine learning and big data technologies/Contribution to sentiment 2 D1.1 SoMeDi Vision analysis 0.11 20.02.2017 BEIA, SIVECO Small contribution on section 2 and 6, add references for section 3 AI 1.0 22.02.2017 HIB Final version distributed for review 3 D1.1 SoMeDi Vision TABLE OF CONTENTS 1.
    [Show full text]
  • Globalwebindex's Flagship Report on the Latest Trends in Social Media
    Social GlobalWebIndex’s flagship report on the latest trends in social media FLAGSHIP REPORT 2020 globalwebindex.com What's inside? 03 Introduction 04 Key insights 05 Social media engagement 11 The social media landscape 13 Social media behaviors 15 Social entertainment 21 Notes on methodology 23 More from GlobalWebIndex SOCIAL Introduction METHODOLOGY GlobalWebIndex Social Media flagship report provides All figures in this report are drawn from GlobalWebIndex’s version of this survey via mobile, hence the sample sizes the most important insights on the world of social media, online research among internet users aged 16-64. We only presented in the charts throughout this report may differ as from the very latest figures for social media engagement interview respondents aged 16-64 and our figures are some will include all respondents and others will include only to the key trends within the social space and a representative of the online populations of each market, not its respondents who completed GlobalWebIndex’s Core survey via comprehensive view of which social platforms are most total population. Note that in many markets in Latin America, PC/laptop/tablet. popular. Among others, this report covers the following the Middle East and Africa, and the Asia Pacific region, low topics in detail: internet penetration rates can mean online populations are Throughout this report we refer to indexes. Indexes are used more young, urban, affluent and educated than the total to compare any given group against the average (1.00), which How much time per day are digital consumers population. unless otherwise stated refers to the global average.
    [Show full text]
  • 48 Free Social Media Monitoring Tools | Dreamgrow Social Media
    DreamGrow Social Media Your Source of Social Media Marketing Information Free Facebook Page Evaluation Our Clients Social Media Marketing Services Speaking & Training About DreamGrow Facebook Account Avail Great Discounts on All Brands Register Free to get 80% Off Now! FashionandYou.com/Register-Now JomSocial Get Your Own Social Network with 4000+ of Joomla Extensions www.JomSocial.com Jet Airways Airfare Deals World-Class Service At Affordable Price. Book Jet Airways Konnect! www.JetAirways.com/Konnect_Service 48 Free Social Media Monitoring Tools Author: Priit Kallas | Filed under: Facebook , Social media , Tools , Twitter | Tags: Buzz Monitoring , Digg , Facebook , facebook monitoring tool , facebook monitoring tools , forum monitoring , free social media monitoring , free social media monitoring tools , free social media tracking , Google alerts , message board tracking , social media Monitoring , social media monitoring tools , social media tools , social media trends , Social Web Analytics , Twitter monitoring , twitter tools | 23 Comments » If you want to know what’s happening in the social web you need monitoring tools. Before you get out your credit card and start to spend money try out some of the free social 412 109 media monitoring services . This way you get a taste of what is available and if you need Like paid services. I have collected 48 free social media monitoring tools. In the Group A are the services that I use regularly or seem interesting to check out immediately. The Group B is an alphabetical list of tools for you to play with. Here we go: Group A Seesmic Twitter account: seesmic Seesmic is a suite of social media management and collaboration tools that provide everything to build their brands online.
    [Show full text]
  • Perlstein2010social Networking.Pdf (1.828Mb)
    The Application of Social Networks to the Marketing of Industrial Products ________________________ A Master’s Thesis Presented to School of Information Design Technology State University of New York Institute of Technology Utica, New York _____________________ In Partial Fulfillment of the Requirements for the Master of Science Degree ________________________ by Roger Perlstein December 2010 Roger C. Perlstein 2010 SUNYIT DEPARTMENT OF INFORMATION DESIGN AND TECHNOLOGY Approved and recommended for acceptance as a thesis in partial fulfillment of the requirements for the degree of Master of Science in Information Design and Technology _____________________________________ DATE ____________________________________________________ Stephen Schneider Thesis Advisor ____________________________________________________ Russell Kahn ____________________________________________________ Kathryn Stam ii Abstract Social networking changes the way people share ideas and communicate. Advantages in portability, reach, and access contribute to acceptance of social networks and the likelihood that they will continue to grow. While these systems were initially used by individuals, they were not as widely employed by businesses. Some firms however are leveraging these tools and integrating social networking into their marketing. Where social networks are used by businesses, they are primarily focused on consumer goods, home and family, electronics and entertainment. Business-to-business applications are not as widely used and some question whether such tools offer significant benefits in such settings. This thesis studies social network marketing for a vehicle lift manufacturer. It addresses viability, strategy and practices for a vehicle maintenance equipment manufacturer. It analyzes data collected from other similar companies to identify best practices for the use of such tools and details the current state of the industry for this market. iii TABLE OF CONTENTS PAGE LIST OF TABLES s, , vi LIST OF FIGURES vi Chapter 1.
    [Show full text]
  • Facebook Timeline
    Facebook Timeline 2003 October • Mark Zuckerberg releases Facemash, the predecessor to Facebook. It was described as a Harvard University version of Hot or Not. 2004 January • Zuckerberg begins writing Facebook. • Zuckerberg registers thefacebook.com domain. February • Zuckerberg launches Facebook on February 4. 650 Harvard students joined thefacebook.com in the first week of launch. March • Facebook expands to MIT, Boston University, Boston College, Northeastern University, Stanford University, Dartmouth College, Columbia University, and Yale University. April • Zuckerberg, Dustin Moskovitz, and Eduardo Saverin form Thefacebook.com LLC, a partnership. June • Facebook receives its first investment from PayPal co-founder Peter Thiel for US$500,000. • Facebook incorporates into a new company, and Napster co-founder Sean Parker becomes its president. • Facebook moves its base of operations to Palo Alto, California. N. Lee, Facebook Nation, DOI: 10.1007/978-1-4614-5308-6, 211 Ó Springer Science+Business Media New York 2013 212 Facebook Timeline August • To compete with growing campus-only service i2hub, Zuckerberg launches Wirehog. It is a precursor to Facebook Platform applications. September • ConnectU files a lawsuit against Zuckerberg and other Facebook founders, resulting in a $65 million settlement. October • Maurice Werdegar of WTI Partner provides Facebook a $300,000 three-year credit line. December • Facebook achieves its one millionth registered user. 2005 February • Maurice Werdegar of WTI Partner provides Facebook a second $300,000 credit line and a $25,000 equity investment. April • Venture capital firm Accel Partners invests $12.7 million into Facebook. Accel’s partner and President Jim Breyer also puts up $1 million of his own money.
    [Show full text]
  • Westminsterresearch the Role of Knowledge Share, Satisfaction
    WestminsterResearch http://www.westminster.ac.uk/westminsterresearch The Role of Knowledge Share, Satisfaction, Social Commerce Usage Experience on Smart Mobile Device User’s Purchase Intentions: Evidence from South Korean Consumers Kwon, K. This is an electronic version of a PhD thesis awarded by the University of Westminster. © Mr Kyung Kwon, 2018. The WestminsterResearch online digital archive at the University of Westminster aims to make the research output of the University available to a wider audience. Copyright and Moral Rights remain with the authors and/or copyright owners. Whilst further distribution of specific materials from within this archive is forbidden, you may freely distribute the URL of WestminsterResearch: ((http://westminsterresearch.wmin.ac.uk/). In case of abuse or copyright appearing without permission e-mail [email protected] The Role of Knowledge Share, Satisfaction, Social Commerce Usage Experience on Smart Mobile Device User’s Purchase Intentions: Evidence from South Korean Consumers Kyung-Joon Kwon A Thesis submitted in partial fulfilment of the requirements of the University of Westminster for the degree of Doctor of Philosophy March 2018 Abstract This thesis analyses the factors that contribute to consumers’ intention to make online purchases via smart mobile devices. To examine consumers’ purchase intentions, frameworks described in the marketing and information system literatures were integrated, and a theoretical framework was then proposed. In total, 498 Korean consumers were recruited to
    [Show full text]
  • A Case Study of the Reddit Community
    An Exploration of Discussion Threads in Social News Sites: A Case Study of the Reddit Community Tim Weninger Xihao Avi Zhu Jiawei Han Department of Computer Science University of Illinois Urbana-Champaign Urbana, Illinois 61801 Email: fweninge1, zhu40, [email protected] Abstract—Social news and content aggregation Web sites have submission. These comment threads provide a user-generated become massive repositories of valuable knowledge on a diverse and user-curated commentary on the topic at hand. Unlike range of topics. Millions of Web-users are able to leverage these message board or Facebook-style comments that list comments platforms to submit, view and discuss nearly anything. The users in a flat, chronological order, or Twitter discussions that are themselves exclusively curate the content with an intricate system person-to-person and oftentimes difficult to discern, comment of submissions, voting and discussion. Furthermore, the data on threads in the social news paradigm are permanent (although social news Web sites is extremely well organized by its user-base, which opens the door for opportunities to leverage this data for editable), well-formed and hierarchical. The hierarchical nature other purposes just like Wikipedia data has been used for many of comment threads, where the discussion structure resembles other purposes. In this paper we study a popular social news a tree, is especially important because this allows divergent Web site called Reddit. Our investigation looks at the dynamics sub-topics resulting in a more robust overall discussion. of its discussion threads, and asks two main questions: (1) to In this paper we explore the social news site Reddit in order what extent do discussion threads resemble a topical hierarchy? and (2) Can discussion threads be used to enhance Web search? to gain a deeper understanding on the social, temporal, and We show interesting results for these questions on a very large topical methods that allow these types of user-powered Web snapshot several sub-communities of the Reddit Web site.
    [Show full text]