Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (i) social influence, (ii) search for information, (iii) entertainment, (iv) trust and (v) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (i) ‘brand detached’, (ii) ‘brand profiteers’, (iii) ‘brand companions’ and (iv) ‘brand reliants’. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.

Analysis of Dyscalculia Evidences through Artificial Intelligence Systems

Dyscalculia is usually perceived of as a specific learning difficulty for mathematics or, more appropriately, arithmetic. Because definitions and diagnoses of dyscalculia are in their infancy and sometimes are contradictory. However, mathematical learning difficulties are certainly not in their infancy and are very prevalent and often devastating in their impact. Co-occurrence of learning disorders appears to be the rule rather than the exception. Co-occurrence is generally assumed to be a consequence of risk factors that are shared between disorders, for example, working memory. However, it should not be assumed that all dyslexics have problems with mathematics, although the percentage may be very high, or that all dyscalculics have problems with reading and writing. Because mathematics is very developmental, any insecurity or uncertainty in early topics will impact on later topics, hence to need to take intervention back to basics. However, it may be worked out in order to decrease its degree of severity. For example, disMAT, an app developed for android may help children to apply mathematical concepts, without much effort, that is turning in itself, a promising tool to dyscalculia treatment. Thus, this work will focus on the development of a Decision Support System to estimate children evidences of dyscalculia, based on data obtained on-the-fly with disMAT. The computational framework is built on top of a Logic Programming approach to Knowledge Representation and Reasoning, grounded on a Case-based approach to computing, that allows for the handling of incomplete, unknown, or even self-contradictory information.

Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz (1959) to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (1) social influence, (2) search for information, (3) entertainment, (4) trust and (5) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (1) “brand detached”, (2) “brand profiteers”, (3) “brand companions” and (4) “brand reliants”. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.