83 resultados para Online Marketing, Online Advertising, Non-Coercive Influence Tactics, Consumer Online Behaviour

em Consorci de Serveis Universitaris de Catalunya (CSUC), Spain


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The globalization of work within organizations has generated a greater need for all type of workers to exert interpersonal influence through technology-mediated communication tools. This paper contributes to the analysis of interpersonal relations in virtual environments from a specific perspective: the choice of upward influence tactics. We propose that virtualwork settings may impact the upward influence tactic selected, as well as thecommunication medium used to enact it. In particular, we study whether the types of upward influence strategies found in presence environments, are relevant in a virtual work context. This research also analyzes the link between communication media and influence tactics used. Preliminary results suggest that there is an influence tactic that is specific of virtual work relations, which may be called intermediation and consists of finding an intermediary that is well connected with the target and can help in defining the best approach by the agent.

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Export activities are a major source of economic growth and are considered important both at the national level and for individual businesses. Moreover, in the case of SMEs, they gain particular relevance, exporting being the most common foreign market entry mode for these firms. The decision maker’s role in the export activity is crucial, particularly in the case of SMEs. However, the extant literature on internationalization is characterized by a lack of consensus among scholars as to what constitutes the managerial factor in determining exporting. Therefore, this study focuses on the following issue: Which are the decision maker’s characteristics and perceptions that may influence the export behaviour of Catalan SMEs? To address this question a multiple case study method is applied across four Catalan exporting SMEs. The methodology chosen for analysing the empirical data is relying on the proposition testing approach while the investigation is conducted including both within and cross-case analysis. The findings show that high educational level, language skills, high risk tolerance, innovativeness as well as strongly perceived export stimuli as compared to low and easy to overcome export barriers positively influence the export involvement and development of SMEs. The study provides further insights into the research topic by jointly studying managerial characteristics and perceptions. Additionally, the majority of research on exporting topics has been carried out in the USA, so there is a clear need of investigation in the field in other countries, moreover in Spain where the exporting activities have not been as widely studied.

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This paper investigates the link between brand performance and cultural primes in high-risk,innovation-based sectors. In theory section, we propose that the level of cultural uncertaintyavoidance embedded in a firm determine its marketing creativity by increasing the complexityand the broadness of a brand. It determines also the rate of firm product innovations.Marketing creativity and product innovation influence finally the firm marketingperformance. Empirically, we study trademarked promotion in the Software Security Industry(SSI). Our sample consists of 87 firms that are active in SSI from 11 countries in the period1993-2000. We use the data coming from SSI-related trademarks registered by these firms,ending up with 2,911 SSI-related trademarks and a panel of 18,213 observations. We estimatea two stage model in which first we predict the complexity and the broadness of a trademarkas a measure of marketing creativity and the rate of product innovations. Among severalcontrol variables, our variable of theoretical interest is the Hofstede s uncertainty avoidancecultural index. Then, we estimate the trademark duration with a hazard model using thepredicted complexity and broadness as well as the rate of product innovations, along with thesame control variables. Our evidence confirms that the cultural avoidance affects the durationof the trademarks through the firm marketing creativity and product innovation.

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El éxito del comercio electrónico, el manejo de nuevas plataformas para llevar a cabo campañas de marketing online, la aparición de influenciadores como los blogs y las redes sociales o los nuevos formatos de publicidad de moda en la red son algunos de los puntos que se analizarán en esta disertación.

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Este artículo analiza diferentes elementos que influyen en el comportamiento de compra del cliente de un supermercado online. Estos elementos están relacionados tanto con aspectos estéticos del sitio web, como con los procesos que tienen lugar en el momento de realizar la compra. A partir de este análisis, se estudian los distintos grupos de consumidores con comportamientos homogéneos y se posicionan en función de sus actitudes. El análisis también permite definir la calidad del servicio prestado por este tipo de establecimientos, así como las principales dimensiones en que se despliega. En las conclusiones se citan aspectos en los que el gestor de un supermercado online debe incidir para mejorar la calidad de su servicio.

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L'objectiu del projecte es basa principalment en la realització d'una aplicació fent servir els coneixements adquirits al llarg de la carrera, emmarcats dins l'àmbit de les tecnologies oferides per la plataforma Microsoft .NET. Més concretament i d'acord amb l'àrea escollida, l'objectiu funcional es centra en una aplicació web per a un casino virtual, que permeti el registre, l'autenticació i el manteniment d'usuaris, i ofereixi a aquests un àrea de jocs.Com a objectius no funcionals, es planteja la utilització de la tecnologia ASP.NET, la plataforma Silverlight, i AJAX com a tècnica de desenvolupament web.

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The principal focus of the PhD thesis lies in the Social Software area and the appropriation of technology in "non-Western" societies taking the example of Bulgaria. The term "non-Western" is used to explain places considered technologically underdeveloped. The aims have been to capture how Bulgarian users creatively interpret and appropriate Internet identifying the sociocultural, political and subjective conditions in which that appropriation occurs, to identify emerging practices based on the interpretation and use of Internet and the impact they had on society and what conditions could influence the technological interpretation and the meaning these practices had for both users and social configuration of Internet as media in Bulgaria. An ethnographic approach has been used simultaneously in different online and offline contexts. On the one hand, this study is based on exploration of the Bulgarian Internet Space through online participant observation in forums and websites reviews and on the other hand, on semi-structured interviews with different types of users of the virtual platforms found, made both face to face and online and finally online participant observation at the same platforms. It is based on some contributions of the ethnographic work of Christine Hine in virtual environments and the notions of time and space of Barbara Czarniawska contextualized in the modern form of organization that occurs in a network of multiple and fragmented contexts across many movements.

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There are many online communities with membergenerated and openly available multimedia content. Their successdepends on having active contributing users and on producing useful content. With this criterion, the community of sound practitioners that has emerged in Freesound is a successful case of interest to be studied. But to understand it and support it further we need an appropriate analysis methodology. In this paper we propose some qualitative and quantitative approaches for its characterization, focusing on the analysis of organizational structure, shared goals, user interactions and vocabulary sharing. We think that the proposed approach can be applied to otheronline communities with similar characteristics.

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Cuando una empresa se decide a realizar una iniciativa comercial en Internet, al igual que en el mundo físico, es necesario definir un diseño adecuado del sitio web que se ajuste a su idea de negocio y a su público objetivo. El presente trabajo trata de analizar como influye el diseño del establecimiento virtual en el desarrollo de la gestión comercial, incidiendo en los siguientes aspectos: diseño gráfico, usabilidad y accesibilidad. A partir de este análisis, se estudian los distintos grupos de consumidores con comportamientos homogéneos y se posicionan en función de sus actitudes. El análisis también permite definir la calidad del servicio prestado por este tipo de establecimientos, así como las principales dimensiones en que se despliega. En las conclusiones se citan aspectos en los que el gestor de una tienda online debe incidir para mejorar la calidad de su servicio.

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Objectives: Publication bias may affect the validity of evidence based medical decisions. The aim of this study is to assess whether research outcomes affect the dissemination of clinical trial findings, in terms of rate, time to publication, and impact factor of journal publications. Methods and Findings: All drug-evaluating clinical trials submitted to and approved by a general hospital ethics committee between 1997 and 2004 were prospectively followed to analyze their fate and publication. Published articles were identified by searching Pubmed and other electronic databases. Clinical study final reports submitted to the ethics committee, final reports synopses available online and meeting abstracts were also considered as sources of study results. Study outcomes were classified as positive (when statistical significance favoring experimental drug was achieved), negative (when no statistical significance was achieved or it favored control drug) and descriptive (for non-controlled studies). Time to publication was defined as time from study closure to publication. A survival analysis was performed using a Cox regression model to analyze time to publication. Journal impact factors of identified publications were recorded. Publication rate was 48·4% (380/785). Study results were identified for 68·9% of all completed clinical trials (541/785). Publication rate was 84·9% (180/212) for studies with results classified as positive and 68·9% (128/186) for studies with results classified as negative (p<0·001). Median time to publication was 2·09 years (IC95 1·61-2·56) for studies with results classified as positive and 3·21 years (IC95 2·69-3·70) for studies with results classified as negative (hazard ratio 1·99 (IC95 1·55-2·55). No differences were found in publication impact factor between positive (median 6·308, interquartile range: 3·141-28·409) and negative result studies (median 8·266, interquartile range: 4·135-17·157). Conclusions: Clinical trials with positive outcomes have significantly higher rates and shorter times to publication than those with negative results. However, no differences have been found in terms of impact factor.

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In this paper we present experimental results comparing on-line drawings for control population (left and right hand) as well as Alzheimer disease patients. The drawings have been acquired by means of a digitizing tablet, which acquires time information angles and pressures. Experimental measures based on pressure and in-air movements appear to be significantly different for both groups, even when control population performs the tasks with the non-dominant hand.

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Peer-reviewed

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This paper presents a first analysis on local electronic participatory experiences in Catalonia. The analysis is based on a database constructed and collected by the authors. The paper carries out an explanatory analysis of local initiatives in eparticipationand off line participation taking into account political variables (usually not considered in this kind of analysis) but also classical socio-economic variables that characterise municipalities. Hence, we add a quantitative analysis to the numerous case studies on local e-participation experiences. We have chosen Catalonia because is one of the European regions with more initiatives and one that has enjoyed considerable local governmental support to citizen participation initiatives since the 80s. The paper offers a characterisation of these experiences and a first explanatory analysis, considering: i) the institutional context in which these experiences are embedded, ii) the characteristics of the citizen participation processes and mechanisms on-line, and iii) a set of explanatory variables composed by the population size, thepolitical adscription of the mayor, the electoral abstention rate, age, income and level ofeducation in the municipality. The model that we present is explanatory for the municipalities with more than 20,000 inhabitants but it is not for the fewer than 20,000inhabitants. Actually, the number of participatory activities developed by these last municipalities is very low. Among all the variables, population size becomes the mostinfluential variable. Political variables such as political party of the mayor and the localabstention rate have a certain influence but that have to be controlled by population size.