Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing     

《International Journal of Information Management》2019

The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile applications (apps) in order to understand the relationship between consumers and their attachment to branded apps. We develop a model grounded in the purchaser-brand relationship theory of remarketing in order to develop the consumer-brand relationship through mediator brand experience (BE) and moderator digital footprint. A survey was conducted with 421 participants from different regions in India. AMOS 21.0 and SPSS plugin called “Process Analysis System” proposed by Hayes (2013) were used to analyze the hypotheses. The results corroborate the proposed research model. It approves brand association with brand connection for those brands that are easily identifiable. The result also confirms that the comprehensive consumption values are the major influencing factors in the adoption of branded apps. The study enhances the comprehension of the impact of brand connotation on consumer behavior in terms of the usage of various branded apps and the practical and non-useful esteem attached to them.  相似文献   

On activities and affordances for mobile learning     

《Contemporary educational psychology》2020

Across the articles in this special issue, there is a clear and important focus on how people learn through mobility, which allows them to move across contexts as they learn. This commentary considers ways mobile technologies can support learning with a focus on understanding the affordances to of the mobile technologies develop new learning practices that could not be accomplished without this technology. With this in mind, we return to the definition of mobile learning that suggests mobile learning is learning across multiple contexts, through social interaction, using personal electronic devices that can immediately capture information about, or provide information to the user. To explore how to implement this definition in truly powerful ways, we suggest explicitly unpacking this into its four component parts, so that we can explore and discuss the unique affordances of mobile learning: (1) multiple contexts, (2) social interactions, (3) content interactions, and (4), capturing information and providing information to users in real-time. We further suggest a 5th element, which is the synergies among these different dimensions. We conclude with the challenges in doing research in mobile learning environments and the need to understand both how and what people learn in such environments.  相似文献   

Setting the future of digital and social media marketing research: Perspectives and research propositions     

《International Journal of Information Management》2021

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.  相似文献   

When digitalized customers meet digitalized services: A digitalized social cognitive perspective of omnichannel service usage     

《International Journal of Information Management》2020

With the prevalence of digital technologies, various services have grown digitalized. Specific to the marketing section, multichannel has been gradually replaced by omnichannel, which aims to integrate all the physical and digital channels tightly. Although omnichannel has received considerable attention, there is still a dearth of research that theorizes the multi-faceted impacts of digitalization on omnichannel. This study thus extends social cognitive theory (SCT) to the digitalized context and contextualizes the digitalized customer and digitalized environment as mobile identity and channel integration quality, respectively. Moreover, based on the self-regulation process of human agency, we incorporate omnichannel self-efficacy, satisfaction, and habit as the agentic factors to interpret a customer’s conscious (ability and expectancy beliefs) and unconscious (automatic behavioral tendency) decision-making under the omnichannel setting. Through an online survey of 401 omnichannel customers, we find support for all the proposed hypotheses. Implications and limitations of this study are further discussed.  相似文献   

Are quiz-games an effective revision tool in Anatomical Sciences for Higher Education and what do students think of them?     

Kate Wilkinson  George Dafoulas  Hemda Garelick  Christian Huyck 《British journal of educational technology : journal of the Council for Educational Technology》2020,51(3):761-777

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无线互联时代的新商业模式—移动电子商务     

何绍华  林翔 《情报科学》2001,19(5):505-508

代表着无线互联时代的新商业模式－基于无线互联的电子商务正迅速成为业界的关注焦点。本文对移动电子商务的实现问题、服务内容以及运作模式进行详细阐述。  相似文献   

指尖流转的文学新宠--手机文学     

黄玉娇 《宜宾学院学报》2006,6(4):79-81

手机文学亦称“短信文学”或“拇指文学”,是创作者为手机量身定做、给手机用户提供可阅读文本的文学样式。受手机平台的限制,手机文学作品篇幅短小。手机文学具有语言精炼含蓄、内蕴深厚、哲理性强的特点。它的出现,大大拓宽了文学的表现对象,也给更多的文学青年开辟出一块新的发表园地。  相似文献   

A review of using partial least square structural equation modeling in e-learning research     

Hung-Ming Lin  Min-Hsien Lee  Jyh-Chong Liang  Hsin-Yi Chang  Pinchi Huang  Chin-Chung Tsai 《British journal of educational technology : journal of the Council for Educational Technology》2020,51(4):1354-1372

Partial least squares structural equation modeling (PLS-SEM) has become a key multivariate statistical modeling technique that educational researchers frequently use. This paper reviews the uses of PLS-SEM in 16 major e-learning journals, and provides guidelines for improving the use of PLS-SEM as well as recommendations for future applications in e-learning research. A total of 53 articles using PLS-SEM published in January 2009–August 2019 are reviewed. We assess these published applications in terms of the following key criteria: reasons for using PLS-SEM, model characteristics, sample characteristics, model evaluations and reporting. Our results reveal that small sample size and nonnormal data are the first two major reasons for using PLS-SEM. Moreover, we have identified how to extend the applications of PLS-SEM in the e-learning research field.  相似文献   

Learning design and learning analytics in mobile and ubiquitous learning: A systematic review     

Gerti Pishtari  María J. Rodríguez-Triana  Edna M. Sarmiento-Márquez  Mar Pérez-Sanagustín  Adolfo Ruiz-Calleja  Patricia Santos  Luis P. Prieto  Sergio Serrano-Iglesias  Terje Väljataga 《British journal of educational technology : journal of the Council for Educational Technology》2020,51(4):1078-1100

Mobile and Ubiquitous Learning (m/u-learning) are finding an increasing adoption in education. They are often distinguished by hybrid learning environments that encompass elements of formal and informal learning, in activities that happen in distributed settings (indoors and outdoors), across physical and virtual spaces. Despite their purported benefits, these environments imply additional complexity in the design, monitoring and evaluation of learning activities. The research literature on learning design (LD) and learning analytics (LA) has started to deal with these issues. This paper presents a systematic literature review of LD and LA, in m/u-learning. Apart from providing an overview of the current research in the field, this review elicits elements of common ground between both communities, as shown by the similar learning contexts and complementary research contributions, and based on the research gaps, proposes to: address m/u-learning beyond higher education settings, reinforce the connection between physical and virtual learning spaces, and more systematically align LD and LA processes.  相似文献   

移动学习平台用户使用意愿影响因素研究——基于移动情境和心流体验的技术接受模型     

许雪琦  张娅雯 《电化教育研究》2020,(3):69-75,84

移动计算技术与各类信息终端的进步,极大促进了基于“互联网+”的移动学习平台的发展。当前,纷繁的在线学习平台面临着用户不易接受、满意度和使用率低等诸多问题。基于信息系统技术接受和使用统一整合理论(UTUAT),结合移动情境和心流体验理论,针对当前用户群较为广泛的英语在线学习平台,通过问卷调查数据,对用户在线学习的情境和技术接受感知行为进行深入研究,构建了移动学习平台的用户使用行为模型。数据分析显示,心流体验、感知移动性和服务质量对学习用户的持续使用意愿均有显著影响,在线学习的内容质量通过心流体验对用户行为产生间接影响;感知成本因素方面,付费的移动学习平台对用户行为的影响比免费平台相对显著,但均未通过显著性检验。上述研究方法和结论,对各类移动学习平台的用户行为研究具有一定的参考价值。  相似文献