VOX POPULI: THREE ESSAYS ON THE USE OF SOCIAL MEDIA FOR VALUE CREATION IN SERVICES

Prior research shows that electronic word of mouth (eWOM) wields considerable influence over consumer behavior. However, as the volume and variety of eWOM grows, firms are faced with challenges in analyzing and responding to this information. In this dissertation, I argue that to meet the new challenges and opportunities posed by the expansion of eWOM and to more accurately measure its impacts on firms and consumers, we need to revisit our methodologies for extracting insights from eWOM. This dissertation consists of three essays that further our understanding of the value of social media analytics, especially with respect to eWOM. In the first essay, I use machine learning techniques to extract semantic structure from online reviews. These semantic dimensions describe the experiences of consumers in the service industry more accurately than traditional numerical variables. To demonstrate the value of these dimensions, I show that they can be used to substantially improve the accuracy of econometric models of firm survival. In the second essay, I explore the effects on eWOM of online deals, such as those offered by Groupon, the value of which to both consumers and merchants is controversial. Through a combination of Bayesian econometric models and controlled lab experiments, I examine the conditions under which online deals affect online reviews and provide strategies to mitigate the potential negative eWOM effects resulting from online deals. In the third essay, I focus on how eWOM can be incorporated into efforts to reduce foodborne illness, a major public health concern. I demonstrate how machine learning techniques can be used to monitor hygiene in restaurants through crowd-sourced online reviews. I am able to identify instances of moral hazard within the hygiene inspection scheme used in New York City by leveraging a dictionary specifically crafted for this purpose. To the extent that online reviews provide some visibility into the hygiene practices of restaurants, I show how losses from information asymmetry may be partially mitigated in this context. Taken together, this dissertation contributes by revisiting and refining the use of eWOM in the service sector through a combination of machine learning and econometric methodologies.

LARGE MOTION VISUALIZATION AND ESTIMATION FOR FLAPPING WING SYSTEMS

Studies of fluid-structure interactions associated with flexible structures such as flapping wings require the capture and quantification of large motions of bodies that may be opaque. Motion capture of a free flying insect is considered by using three synchronized high-speed cameras. A solid finite element representation is used as a reference body and successive snapshots in time of the displacement fields are reconstructed via an optimization procedure. An objective function is formulated, and various shape difference definitions are considered. The proposed methodology is first studied for a synthetic case of a flexible cantilever structure undergoing large deformations, and then applied to a Manduca Sexta (hawkmoth) in free flight. The three-dimensional motions of this flapping system are reconstructed from image date collected by using three cameras. The complete deformation geometry of this system is analyzed. Finally, a computational investigation is carried out to understand the flow physics and aerodynamic performance by prescribing the body and wing motions in a fluid-body code. This thesis work contains one of the first set of such motion visualization and deformation analyses carried out for a hawkmoth in free flight. The tools and procedures used in this work are widely applicable to the studies of other flying animals with flexible wings as well as synthetic systems with flexible body elements.

CONSTRAINTS ON THE LITHOSPHERIC STRUCTURE OF MID OCEAN RIDGES FROM OCEANIC CORE COMPLEX MORPHOLOGY

The Mid-oceanic ridge system is a feature unique to Earth. It is one of the fundamental components of plate tectonics and reflects interior processes of mantle convection within the Earth. The thermal structure beneath the mid-ocean ridges has been the subject of several modeling studies. It is expected that the elastic thickness of the lithosphere is larger near the transform faults that bound mid-ocean ridge segments. Oceanic core complexes (OCCs), which are generally thought to result from long-lived fault slip and elastic flexure, have a shape that is sensitive to elastic thickness. By modeling the shape of OCCs emplaced along a ridge segment, it is possible to constraint elastic thickness and therefore the thermal structure of the plate and how it varies along-axis. This thesis builds upon previous studies that utilize thin plate flexure to reproduce the shape of OCCs. I compare OCC shape to a suite of models in which elastic thickness, fault dip, fault heave, crustal thickness, and axial infill are systematically varied. Using a grid search, I constrain the parameters that best reproduce the bathymetry and/or the slope of ten candidate OCCs identified along the 12°—15°N segment of the Mid-Atlantic Ridge. The lithospheric elastic thicknesses that explains these OCCs is thinner than previous investigators suggested and the fault planes dip more shallowly in the subsurface, although at an angle compatible with Anderson’s theory of faulting. No relationships between model parameters and an oceanic core complexes location within a segment are identified with the exception that the OCCs located less than 20km from a transform fault have slightly larger elastic thickness than OCCs in the middle of the ridge segment.

Changes in the community structure of urban and rural forest patches in Baltimore from 1998 to 2015

Urban forests are often highly fragmented with many exotic species. Altered disturbance regimes and environmental pollutants influence urban forest vegetation. One of the best ways to understand the impacts of land-use on forest composition is through long-term research. In 1998, the Baltimore Ecosystem Study established eight forest plots to investigate the impacts of urbanization on natural ecosystems. Four plots were located in urban forest patches and four were located in rural forests. In 2015, I revisited these plots to measure abundances and quantify change in forest composition, diversity, and structure. Sapling, shrub, and seedling abundance were reduced in the rural plots. Alpha diversity and turnover was lower in the rural plots. Beta diversity was reduced in the rural plots. The structure of the urban plots was mostly unchanged, except for a highly reduced sapling layer. Beta diversity in the urban plots was consistent across surveys due to high species turnover.

FREQUENCY DOMAIN CHARACTERIZATION OF OPTIC FLOW AND VISION-BASED OCELLAR SENSING FOR ROTATIONAL MOTION

The structure of an animal’s eye is determined by the tasks it must perform. While vertebrates rely on their two eyes for all visual functions, insects have evolved a wide range of specialized visual organs to support behaviors such as prey capture, predator evasion, mate pursuit, flight stabilization, and navigation. Compound eyes and ocelli constitute the vision forming and sensing mechanisms of some flying insects. They provide signals useful for flight stabilization and navigation. In contrast to the well-studied compound eye, the ocelli, seen as the second visual system, sense fast luminance changes and allows for fast visual processing. Using a luminance-based sensor that mimics the insect ocelli and a camera-based motion detection system, a frequency-domain characterization of an ocellar sensor and optic flow (due to rotational motion) are analyzed. Inspired by the insect neurons that make use of signals from both vision sensing mechanisms, advantages, disadvantages and complementary properties of ocellar and optic flow estimates are discussed.