Understanding Online Game Players' Post-adoption Behavior: an Investigation of Social Network Games in China

Retaining players and re-attracting switching players has long been a central topic for SNG providers with regard to the post-adoption stage of playing an online game. However, there has not been much research which has explored players’ post-adoption behavior by incorporating the continuance intention and the switching intention. In addition, traditional IS continuance theories were mainly developed to investigate users’ continued use of utilitarian IS, and thus they may fall short when trying to explain the continued use of hedonic IS. Furthermore, compared to the richer literature on IS continuance, far too little attention has been paid to IS switching, leading to a dearth of knowledge on the subject, despite the increased incidence of the switching phenomenon in the IS field. By addressing the limitations of prior literature, this study seeks to examine the determinants of SNG players’ two different post-adoption behaviors, including the continuance intention and the switching intention. This study takes a positivist approach and uses survey research method to test five proposed research models based on Unified Theory of Acceptance and Use of Technology 2; Use and Gratification Theory; Push-Pull-Mooring model; Cognitive Dissonance Theory; and a self-developed model respectively with empirical data collected from the SNG players of one of the biggest SNG providers in China. A total of 3919 valid responses and 541 valid responses were used to examine the continuance intention and the switching intention, respectively. SEM is utilized as the data analysis method. The proposed research models are supported by the empirical data. The continuance intention is determined by enjoyment, fantasy, escapism, social interaction, social presence, social influence, achievement and habit. The switching intention is determined by enjoyment, satisfaction, subjective norms, descriptive norms, alternative attractiveness, the need for variety, change experience, and adaptation cost. This study contributes to IS theories in three important ways. Firstly, it shows IS switching should be included in IS post-adoption research together with IS continuance. Secondly, a modern IS is usually multi-functional and SNG players have multiple reasons for using a SNG, thus a player’s beliefs about the hedonic, social and utilitarian perceptions of their continued use of the SNG exert significant effects on the continuance intention. Thirdly, the determinants of the switch ing intention mainly exert push, pull, and mooring effects. Players’ beliefs about their current SNG and the available alternatives, as well as their individual characteristics are all significant determinants of the switching intention. SNG players combine these effects in order to formulate the switching intention. Finally, this study presents limitations and suggestions for future research.

Digital Humanities For Everyone’s Benefit?: interplay in social media with the great audience, high-esteemed researcher and self-conscious library

The National Library of Finland realizes the Digitization Project of Kindred Languages in 2012–15. The project is financially supported by the Kone Foundation. During this project the National Library of Finland has digitized and made available approximately 1200 monograph and more than 100 newspaper titles in several Uralic languages. The materials are available to both researchers and citizens in the National Library’s Fenno-Ugrica collection. The project will produce digitized materials in the Uralic languages as well as their development tools to support linguistic research and citizen science. The resulting materials will constitute the largest resource for the Uralic languages in the world. Through this project, researchers will gain access to corpora which they have not been able to study before and to which all users will have open access regardless of their place of residence. In my presentation, I will discuss 1) how we utilized the social media (Facebook, Twitter, VKontakte etc) to gain audience for our collection and 2) how the needs of researchers and laymen were met in crowdsourcing.

Storytelling as a branding tool in social media

Tutkimuksen tavoitteena on kuvailla tarinankerrontaa brändin rakennuksen välineenä, ja selvittää mitkä ovat tarinankerronnan erityispiirteet sosiaalisessa mediassa. Aikaisempien teorioiden ja julkaisujen avulla kootaan viitekehys joka osoittaa käsitteiden vaikutukset toisiinsa. Tutkimus osoittaa tarinankerronnan vaikuttavan vahvistavasti kaikkiin brändipääoman ulottuvuuksiin, lähinnä tunteita herättävien ja muistettavuutta lisäävien ominaisuuksiensa ansiosta. Empiirisessä osiossa selvitetään laadullisen sisällönanalyysin keinoin kuinka yleistä brändien tarinankerronta tällä hetkellä on, ja kuvaillaan millaisia tarinoita yritykset kertovat. Aineisto koostuu sadan suosituimman brändin Facebookissa jakamista videomuotoisista tarinoista. Tutkimus osoitti, että brändien tarinankerronta sosiaalisessa mediassa on toistaiseksi melko vähäistä. Tarinat voidaan luokitella kirjallisuudesta tuttujen tarinatyyppien mukaisesti. Suurin osa brändien esittämistä tarinoista pyrkii synnyttämään yleisössä ihailun ja nostalgian tunteita, mutta useat tarinat myös sisältävät humoristisia piirteitä.

Re-shaping the Resourcing: Recruitment in Social Media

Social media is very current topic in today’s society and organisations. In the times of economic challenges, companies are looking for efficient ways to resource workforce. In addition, there is competition of competent workforce in employment markets. Employer image plays important role in recruitment as people seek to organisations they find interesting and have a reputation as a good employer. This study concerns the discussion on utilising social media in recruitment and employer image in a corporate enterprise. I will find solutions how to utilize social media in recruitment, in which channels and methods that can be done and what these actions require from a company doing social recruitment. I bring up the discussion and challenges that relate to starting to take social media into use in an organization overall and in recruitment. The qualitative material has been gathered with interviews of eighteen persons and the material available about the topic in the enterprise intranet. According to the study, social media is seen both as an opportunity to reach large amount of people quickly and cost-efficiently, but then again it brings news aspects for controlling the employer image and communication towards the audience. Taking social media into use as part of recruiters and managers daily work requires both finding the right channels and attention to the internal communication culture and resourcing. Social recruitment requires a strategy and a proper plan to be able to work in a company. There are several social media channels that enable to reach people, but they don’t do the social recruitment alone.

Fundraising and investor relations in social enterprise: Marketing your way out of the pioneer gap in African off-grid renewable energy

Social enterprises apply the best of business for the pursuit of social or environmental mission while also generating revenues. Globally, nearly 1,3 billion people lack access to electricity, as well as another billion having access to only low quality and infrequent electricity. Off-grid renewable energy, like solar, will increasingly have a key role in the solution of the energy access issue. The pioneer gap in off-grid renewable energy consists of financing (or funding) gaps and capacity gaps, to do with both the early stage of the enterprises in question, as well as the early stage of the whole industry. The gaps are emphasised by specific characteristics of off-grid renewable energy business models and the requirements of operating in bottom-of-the-pyramid markets. The marketing perspective to fundraising is chosen to uncover the possible role enterprises themselves have in bridging the pioneer gap. The purpose of this thesis is to study how social enterprises operating in off-grid renewable energy in Africa utilise marketing activities in their investor relations in bridging the pioneer gap. This main research question is divided into the following sub-questions:  How does the pioneer gap affect fundraising for these enterprises?  How are the funding needs for these enterprises characterised?  How do these enterprises build trust in their investor relations? The theoretic framework is built on relationship marketing and investor relations, with an emphasis on creation of trust. The research is conducted as a thematical case study. Primary data is gathered via semi-structured interviews with six solar energy companies and two accelerators. According to the findings, the main components affecting trust-creation are diminished information asymmetry and perceived risk, mission alignment as well as a personal fit or relationship with the investor. Therefore, an enterprise can utilise e.g. the following marketing activities in their investor relations to bridge the pioneer gap: ensuring investor material, the enterprise story and presenting of them is clear, concise and complete to “package” the enterprise as an investment; taking investor needs and motivations into account as well as utilising existing investors as ambassadors.

eWOM communication in social media: A study of its antecedents in higher education context

The aim of this master’s thesis was to examine antecedents of eWOM communication in social media in the higher education context. In order to achieve this goal, eWOM communications of the students’ of international master’s programmes at Lappeenranta University of Technology were studied. The main research question was formulated as follows: What kind of effect do service-, brand-related antecedents, contextual antecedents and moderating factors have on LUT’s international master’s degree students’ eWOM communication in social media regarding their studies? The theory part of the master’s thesis was focused on the discussion of service- and brand related eWOM antecedents, contextual antecedents, as well as moderating relationships between them. The empirical part of the master’s thesis was based on quantitative research method. A web-based survey was carried out among current students of international master’s degree programmes at LUT. Out of 712 e-mail invitations sent, 159 responses were received in total. Thus, response rate was 22%. The results of the study showed that satisfaction, commitment, virtual brand community commitment, need for an advice, positive altruistic concerns, negative altruistic concerns, and attitude towards eWOM communications have an effect on eWOM in higher education context. Several moderating effects on eWOM were determined in the present study as well. On the other hand, it was found that dissatisfaction, loyalty, brand identification, desire to help the organization, need for positive self-enhancement, and social risk perception do not have an effect on eWOM in higher education context.

Digital content and making it viral in social media

Tutkimuksen tavoite on selvittää digitaalisen sisällön ominaisuuksia, jotka vaikuttavat ryhtyvätkö kuluttajat jakamaan, tykkäämään ja kommentoimaan sitä sosiaalisessa mediassa. Tällä pyritään auttamaan yrityksiä ymmärtämään paremmin viraalisuutta, jotta he pystyisivät tuottamaan ja julkaisemaan nettisivuillaan ja sosiaalisessa mediassa parempaa sisältöä, jota kuluttajat jakaisivat enemmän. Tutkimus toteutetaan muodostamalla hypoteeseja mahdollisista ominaisuuksista kirjallisuuden perusteella ja testaamalla niitä regressioanalyyseillä empiirisessä osiossa. Tulokset paljastavat yhdeksän piirrettä, jotka lisäävät viraalisuutta: kiinnostavuus, neutraalisuus, yllättävyys, viihdyttävyys, epäkäytännöllisyys, artikkelin ja Facebook julkaisun pituus, eri sisältö taktiikoiden käyttö (erityisesti blogit ja kuvat lisäävät viraalisuutta) sekä kun mielipidevaikuttaja tai kuuluisuus jakaa sisällön.

Social-business tensions and their management in social enterprise: evidence from Finland.

This thesis aims to provide insight into the social-business tensions the social enterprises face in their operation and how they manage them. The social-business tensions are examined from four theoretical perspectives using triangulation approach. The theoretical lenses chosen are organizational identity, stakeholder theory, paradox theory and institutional theory. The theories aim to clarify, how the tensions are formed, how they appear and how they are managed in social enterprises. One viewpoint of this thesis is to examine the competence of these theories in explaining the social-business tensions in practise. The qualitative data was collected by interviewing persons from the management of two social enterprises. The empirical evidence of this thesis suggests that the appearing of social-business tensions varies between the social enterprises and they can be seen both as an advantage and as a challenge. Most of the social-business tensions arise from the enterprise’s multiple incoherent objectives, their stakeholders’ various demands and the differing understanding of the company’s central operation among the members of the organization. According to this thesis, the theories of organizational identity, stakeholder, paradox and institution are all able to provide unique insight into the identification and management of the social-business tensions. However, the paradox theory turned out to be the most abstract of the theories and thus being the farthest from the practise.

Pinning Down Identity in Social Media: Food Cultural Transfer on Pinterest

This research has been conducted within the realm of where today’s digital media society and the timeless concept of cultural identity overlap. The aim of this thesis is to explore the nature of online cultural identity management. By focusing on the social media platform, Pinterest, this study considers the food-pinning behavior of a group of Americans living in Finland and connects their online actions with their cultural identity. Through an examination of Pinterest as a social space, and even a third place, the relative theoretical literature provides and interesting background for a contemporary discussion on the matter. Literature on food as a cultural marker is also brought into consideration. Using the methods of introspection and an adapted version of virtual ethnography, a study was conducted, and ultimately, the analysis of data obtained from the Pinterest boards of ten individuals shows that the vast majority of food-related information in this setting is US-sourced. A questionnaire provides further insight into the individuals’ Pinterest usage. I argue that pinning is an act of online identity management, whether it is a conscious act or a situational effect, and that using Pinterest maintains and even strengthens these individuals’ cultural identity as Americans. This study adds to current discussions pertaining to transnationalism, globalization, and online cultural identity, as well as opens channels for further research on this dynamic topic, which is needed to understand ourselves as cultural beings in the digital age.

Pinning Down Identity in Social Media: Food Cultural Transfer on Pinterest

This research has been conducted within the realm of where today’s digital media society and the timeless concept of cultural identity overlap. The aim of this thesis is to explore the nature of online cultural identity management. By focusing on the social media platform, Pinterest, this study considers the food-pinning behavior of a group of Americans living in Finland and connects their online actions with their cultural identity. Through an examination of Pinterest as a social space, and even a third place, the relative theoretical literature provides and interesting background for a contemporary discussion on the matter. Literature on food as a cultural marker is also brought into consideration. Using the methods of introspection and an adapted version of virtual ethnography, a study was conducted, and ultimately, the analysis of data obtained from the Pinterest boards of ten individuals shows that the vast majority of food-related information in this setting is US-sourced. A questionnaire provides further insight into the individuals’ Pinterest usage. I argue that pinning is an act of online identity management, whether it is a conscious act or a situational effect, and that using Pinterest maintains and even strengthens these individuals’ cultural identity as Americans. This study adds to current discussions pertaining to transnationalism, globalization, and online cultural identity, as well as opens channels for further research on this dynamic topic, which is needed to understand ourselves as cultural beings in the digital age.

Performance Evaluation of Six-Sectored Configuration in Hexagonal WCDMA (UMTS) Cellular Network Layout

The objective of this master's thesis is to evaluate the optimum performance of sixsectored hexagonal layout of WCDMA (UMTS) network and analyze the performance at the optimum point. The maximum coverage and the maximum capacity are the main concern of service providers and it is always a challenging task for them to achieve economically. Because the optimum configuration of a network corresponds to a configuration which minimizes the number of sites required to provide a target service probability in the planning area which in turn reduces the deployment cost. The optimum performance means the maximum cell area and themaximum cell capacity the network can provide at the maximum antenna height satisfying the target service probability. Hexagon layout has been proven as the best layout for the cell deployment. In this thesis work, two different configurations using six-sectored sites have been considered for the performance comparison. In first configuration, each antenna is directed towards each corner of hexagon, whereas in second configurationeach antenna is directed towards each side of hexagon. The net difference in the configurations is the 30 degree rotation of antenna direction. The only indoor users in a flat and smooth semi-urban environment area have been considered for the simulation purpose where the traffic distribution is 100 Erl/km2 with 12.2 kbps speech service having maximum mobile speed of 3 km/hr. The simulation results indicate that a similar performance can be achieved in both the configurations, that is, a maximum of 947 m cellrange at antenna height of 49.5 m can be achieved when the antennas are directed towards the corner of hexagon, whereas 943.3 m cell range atantenna height of 54 m can be achieved when the antennas are directed towards the side of hexagon. However, from the interference point of view the first configuration provides better results. The simulation results also show that the network is coverage limited in both the uplink and downlink direction at the optimum point.

Social Networking on Mobile Environment on top of PeerHood

Social networking and social networking sites have gained popularity among internet users during the past few years. Social networks fulfill the need of users to stay connected to friends and other people interested in the same issues. Combining social networks to the mobile environment is a growing interest of mobile device users as it allows the users to be in their online social community despite their mobility. This thesis highlights the basics of mobile environment, social networking and PeerHood and introduces a new approach of social networking on mobile environment, which is a new concept in mobile social networking. This approach is based on dynamic group discovery in accordance to some common user interests and management in the PeerHood environment. A reference implementation of a social networking application built on top of PeerHood is presented and it is tested and analyzed to understand the social networking on mobile environment and the new concept of dynamic group discovery in it.