浅谈移动互联时代的微商创业

移动互联网的快速发展带动了移动社交的蓬勃,孕育了微商的巨大发展机会。本文从微商创业者目前遇到的问题入手,分析了微商创业的发展方向,并对微商创业者给出了一些创业技巧的建议。     

The Double‐Edged Sword: The Effects of Journalists' Social Media Activities on Audience Perceptions of Journalists and Their News Products

As social media become popular news platforms, journalists and news organizations have been keen to capitalize on their potential to build and maintain audiences. However, little is known about the extent to which these efforts may have adverse implications. Based on normative theories, the present study investigates the influence of journalists' social media activities (specifically, self‐disclosure and interaction with other users) on audience perceptions of journalists. An experiment (N = 267) revealed that: Although both journalists' self‐disclosure and interaction positively influenced audience perceptions of the journalists in the personal dimension, interaction negatively influenced audience perceptions in the professional dimension; and the perceptions transferred to perceptions of news products, thereby mediating the relationship between journalists' social media activities and audience news perceptions.     

Emerging From the Cocoon? Revisiting the Tele‐Cocooning Hypothesis in the Smartphone Era

The tele‐cocooning hypothesis posits that mobile communication increases interaction with communication rich ties, while simultaneously weakening interaction with communication weak ties. In this study, we demonstrate how smartphones can be used to mitigate tele‐cocooning behavior by stimulating interaction with communication weak ties. Using a smartphone application to collect non‐identifying mobile communication log data, we conducted a field experiment with 193 Japanese participants. The treatment consisted of onscreen reminders designed to stimulate interaction with communication weak ties. The results indicate that the treatment promoted the activation of communication weak ties and the acquisition of information through those ties, suggesting that smartphones can be utilized to promote access to social capital.     

Gaming Social Capital: Exploring Civic Value in Multiplayer Video Games

Recent research suggests that social interactions in video games may lead to the development of community bonding and prosocial attitudes. Building on this line of research, a national survey of U.S. adults finds that gamers who develop ties with a community of fellow gamers possess gaming social capital, a new gaming‐related community construct that is shown to be a positive antecedent in predicting both face‐to‐face social capital and civic participation.     

Evaluating the Wisdom of Strangers: The Perceived Credibility of Online Consumer Reviews on Yelp

This study examined the effects of review valence, the reviewer profile, and the receiver's familiarity with the platform (user/nonuser) on the perceived credibility of a review on Yelp.com and on the receiver's attitude toward the reviewed object. The results demonstrated a difference in cue‐taking between users and nonusers. For users, there was an interaction effect of 2 profile cues (number of friends and number of reviews) on competence. Users interpreted the cues in combination, whereas non‐users were not influenced by them. The friends × reviews × platform familiarity interaction indirectly affected attitude through competence. Further, review valence was positively associated with perceived credibility and attitude. The findings support and extend the social information processing theory and cue combination literature.     

The Rise of Twitter in the Political Campaign: Searching for Intermedia Agenda‐Setting Effects in the Presidential Primary

Questions exist over the extent to which social media content may bypass, follow, or attract the attention of traditional media. This study sheds light on such dynamics by examining intermedia agenda‐setting effects among the Twitter feeds of the 2012 presidential primary candidates, Twitter feeds of the Republican and Democratic parties, and articles published in the nation's top newspapers. Daily issue frequencies within media were analyzed using time series analysis. A symbiotic relationship was found between agendas in Twitter posts and traditional news, with varying levels of intensity and differential time lags by issue. While traditional media follow candidates on certain topics, on others they are able to predict the political agenda on Twitter.     

Exploring the Relationship Between Green Consumption Value,Satisfaction, and Loyalty to Hybrid Car in Elderly Consumers

The study aimed to examine the relationship between green consumption value, satisfaction, and loyalty of driving hybrid cars among elderly consumers. Data were collected from a cross‐sectional survey of 314 elderly consumers who purchased hybrid cars in the United States. A partial least squares analysis revealed that elderly consumers’ social, price, and quality values positively influenced the satisfaction of their hybrid car experience, and their satisfaction significantly influenced their loyalty of hybrid car. The relationship between green consumption value, satisfaction, and loyalty toward driving hybrid cars among elderly consumers revealed insight into their value orientations toward the hybrid car. Special efforts are suggested in promoting hybrid car use to elderly consumer groups. Marketers should pay attention to changing beliefs and increasing perceived values of driving a hybrid car for consumers to encourage them to use green products.     

TSS （Tourism Support System） as a New Competitive Tourism Marketing Instrument

The recent trend in tourism marketing is focus on customer relationship management. Tourism industry today is one of the highest revenue generating industry and strategic approach for sustainable development of this industry hosts benefits not only for the tourism related stakeholders but also the community and economy on the whole. Oman is one of the most preferred destinations for the tourists especially after the declaration of Muscat, Arab tourism Capital for 2012. Thus to materialize this honor and position, the scientific study and analysis of tourist behavior will help to predict the future trend of tourism and will give direction for effort investment. This work presents a novel strategy to identify, analyze and highlights the main tourist behavioral factors that could increase tourists＇ loyalty to a specific destination or agency. The analytical TSS （tourism support system） will also classify customers into two categories--first category will be classified as ＂LT （loyal tourists）＂ and second category as ＂NLT （non-loyal tourists）＂. Dataset is collected from a tourism business organization. Twenty-four attributes and 545 instances were collected and were analyzed by algorithms like logistics, forest of random trees, naive Bayes, J48 and Id3. The explanatory variables were defined, and some transformations were done to identify the response variable. Entropy was used and adapted in order to find the response variable from the explanatory variables. The results obtained from this work confirm that the generated rules can be used for future prediction and tourism business can be improved and efforts can be directed in right place for the right consumer resulting in high return on investment.     

A Review of “What They Don’t Teach You in Library School”

SUMMARY

Distance learning students may not think of the “campus” library as the first place to fulfill their information needs and may not even be aware of the services available to them. One way to reach these students is to adopt and adapt marketing techniques from the business world. This article examines the findings of a survey conducted at Emporia State University concerning the awareness of distance learning services. It will also examine marketing techniques and illustrate how they can be applied to increase awareness of reference support services for distance learners.     

Moving from the Consortium to the Reference Desk: Keeping Chat and Improving Reference at the MSU Libraries

The experience of the Mississippi State University (MSU) Libraries illustrates the challenges presented by moving from consortial to local chat, as well as an evaluation of the advantages of chat reference in an academic setting. Countering the consortial, instant-messaging model prevalent in virtual reference today, the MSU Libraries have found chat offers advantages in an academic community. Moving to a local setting, it was possible for the MSU Libraries to maintain quality control over chat transactions while building relationships with faculty and students across campus.