Reigniting the fire : a contemporary research agenda for social, political and nonprofit marketing

The paper reports on the core challenges faced by the nonprofit, political and social marketing disciplinary areas and suggests a series of research agendas to develop theory and practice to meet these challenges.

*

Social marketing's research agenda involves the continued adaptation of the new developments in commercial marketing, whilst building a base of social marketing theory and best practice benchmarks that can be used to identify, clarify and classify the boundaries of social marketing against social change techniques.
*

Nonprofit marketing is pursuing the dual research agenda of developing the theory and practice of social entrepreneurship whilst seeking deeper consumer-based research to understand motivations for charitable behaviour and gift giving.
*

Political Marketing's research agenda looks for an increase in the level of background research, core data and market research to use as a basis for developing more advanced theoretical and practical models. In addition, as political marketing is being transferred internationally between a range of political and electoral systems, there is a need for comparative research into both the relevance and effectiveness of these techniques to isolate nation independent and nation dependent political marketing strategies and campaigns.

Can qualitative content analysis be adapted for use by social informaticians to study social media discourse? A position paper

IS research on social media (e.g. Facebook, Twitter, blogs) has so far used user surveys or quantitative content analysis (QuantCA) research methods almost exclusively. There is considerable potential for social informatics research to use qualitative content analysis (QualCA) to explore social media discourse and its appropriation by people “in situ”. This paper presents the position that QualCA offers researchers the flexibility to identify emergent research questions and units of analysis which they may not have preconceived. This is likely to be important for IS research because of the infancy and evolving nature of social media discourse. The paper puts forward suggestions on how the QualCA research method can be adapted for this type of research.

Blogs bother me : social media, journalism and the curriculum

This paper grew out of the authors’ interest in updating the journalism curriculum at AUT (Aukland University of Technology) to better reflect the impact of online media, including social media, on the work of journalists. The challenge for journalism educators is to remain relevant in rapidly changing news and education environments. Our study suggests that while the vast majority of students have some engagement with social media, particularly social networking, and are aware that it can be a powerful tool for journalists, they are still not entirely comfortable with its techniques and they are not experimenting with social media as a production platform as much as we first thought. In short, it appears that they do not have command of professional fluency with social media tools. In response to these findings we have begun to introduce some social media tools and processes directly into the units we teach, in particular: digital story-telling techniques; the use of Twitter and location-based applications; encouraging the ethical use of Facebook etc. for sourcing stories and talent for interviews; podcasting, soundslides and video for the Web, Dreamweaver, InDesign and PHP-based content management systems. We do not see the work to date as the end-point of the changes that we know are necessary, but we are acutely aware of the limitations (structural, institutional and financial) that suggest we should continue with this small-steps approach for the foreseeable future.

Integrating knowledge systems in local coastal management; the case of an estuary entrance management support system (EEMSS) in Australia

The management of social, economic, and ecological assets in coastal zones is fundamental to the maintenance and sustainability of coastal resources. A significant issue in this discussion is the role of governance structures. In Australia the governance of the coastal zone includes a range of institutional authorities, processes, and procedures that set the context for decision making about coastal management. As well as the formal institutional arrangements there is also a maze of other interests such as development commissions, NGOs, Indigenous Native Title holders and other stakeholders including recreational interests. A major issue for governance arrangements is the considerable gap that often exists between how those interests interpret and develop their positions especially when the knowledge is derived from different systems – scientific, managerial, lay and indigenous. This paper will explore the development of an Estuary Entrance Management Support System (EEMSS) in south west Victoria Australia. The EEMSS is a decision support tool to assist estuary managers in determining whether to artificially open a river mouth. A significant part of the process adopted was community participation which involved a ‘steps’ approach to engage local community groups and landholders. It is the process of engaging different knowledge systems in a meaningful conversation that has led to a system that now gains support from all of the stakeholders in the management of different estuaries. The paper will discuss the processes that surround the EEMSS and outline some lessons that arise in context of the ‘project state’.

A social network analysis model for analysing stakeholder-associated safety risks in infrastructure projects

An important strategy in the long-term blueprint for making Australia's 18 capital and major regional cities more productive, sustainable and liveable is to develop high quality public infrastructure systems to improve civic quality of life. Because of the unique features of construction activities, such as long period, complicated processes, and dynamic organizational structures, infrastructure projects normally involve multiple stakeholders and are subject to various risks, especially safety issues. Any negligence or mismanagement of critical safety risks will have huge impact on achieving project objectives and success. Although many previous studies have identified and assessed various safety risks in construction industry, a main research gap is that these studies ignored a fact that most risks are interrelated and associated with internal and external stakeholders of the projects. The lack of a theoretical foundation and appropriate methods for analysing stakeholder-associated safety risks and their interdependencies in infrastructure projects hinders effective risk management processes and the formulations of decision strategies. This research aims at enabling higher performance in strategic safety risk management in infrastructure projects through the development of a holistic risk analysis model using Stakeholder and Social Network Theories. The outcomes can broaden project managers' awareness of emerging influential safety risks and enhance their ability to perceive, understand, assess, and mitigate safety risks in an effective and efficient way; thereby higher performance in strategic risk management could be achieved in infrastructure projects.

Nonnegative shared subspace learning and its application to social media retrieval

Although tagging has become increasingly popular in online image and video sharing systems, tags are known to be noisy, ambiguous, incomplete and subjective. These factors can seriously affect the precision of a social tag-based web retrieval system. Therefore improving the precision performance of these social tag-based web retrieval systems has become an increasingly important research topic. To this end, we propose a shared subspace learning framework to leverage a secondary source to improve retrieval performance from a primary dataset. This is achieved by learning a shared subspace between the two sources under a joint Nonnegative Matrix Factorization in which the level of subspace sharing can be explicitly controlled. We derive an efficient algorithm for learning the factorization, analyze its complexity, and provide proof of convergence. We validate the framework on image and video retrieval tasks in which tags from the LabelMe dataset are used to improve image retrieval performance from a Flickr dataset and video retrieval performance from a YouTube dataset. This has implications for how to exploit and transfer knowledge from readily available auxiliary tagging resources to improve another social web retrieval system. Our shared subspace learning framework is applicable to a range of problems where one needs to exploit the strengths existing among multiple and heterogeneous datasets.

The challenges and risks of measuring performance in a social learning system

This submission draws attention to the challenges of modelling and measuring teacher performance and the risks associated with the measurement of student and teacher performance. The first premise of this submission is that all such performances are strongly contextual, and that therefore valid modelling and measurement must take the effective dimensions of this context into account. The second premise of this submission is that this performance-context nexus operates as a system and that one of the properties of such systems is continuous feedback looping. The submission draws attention as well to an important entailment of this argument, which is that invalid modelling and measurement may lead to a distortion of the productive functioning of learning systems. This submission accordingly urges the Commission to commit to developing an econometric model which reckons with the contextual determinants of student and teacher performance, and the pursuit of system-wide productivity increases on the basis of the school learning system as the basic unit of analysis. The Commission is also urged to investigate the suggestion that performance measurement regimes which take the basic units of measurement as individual student and teacher performance rather than the school pose a risk to the productivity of schools as learning systems and innovation in the Australian economy as a whole in the longer term.

Health system reform and social capital

Jim Hyde suggests that the research on building the capacity of communities and the accumulation of social capital shows that how we organize our health systems - in both micro and macro contexts - is important. He argues that collaboration, flexibility and community participation must become central in health structures.

Supporting emotion communication in information systems

Society is becoming increasingly reliant on Information Systems to meet its everyday communication requirements, yet many current implementations lack support for important conversational cues. One such cue is emotion communication. Emotion communication carries with it many signals that affect our behaviour, the interpretation of the message and provide a catalyst to other forms of communication such as empathy and the formation of social ties. Emotion itself can affect the very decision to communicate, or the way in which one may respond to a given communication. To explore the ways in which systems may better support emotion communication between members of a social group, a cloud-based information system was developed and trialled which both large and small groups. This paper presents results on how Information Systems can best support emotion communication in social groups.

Twitter tsunami early warning network : a social network analysis of Twitter information flows

In the aftermath of earthquakes, tsunamis, such as the 2011 Great East Japan Tsunami, caused enormous damage around the world. With the extreme disaster events of the past, nations improved disaster preparedness and response through sensors and tsunami early warning systems. Even with system usage, however, governments still need to warn the targeted citizens – who may be anywhere within the vulnerable areas – of predicted tsunami and ordered mass evacuations within a very limited lead time. While social media research is on the rise outside the domain of social networking, very little is written about Twitter use for tsunami early warning. In this research, therefore, we examined the utility of Twitter as a tsunami early warning network, which engages citizens and disaster management agencies in diffusing disaster information. We conducted a social network analysis of Twitter information flows among the central disaster warning agency’s Twitter followers during the 2012 Indonesia Earthquake.

Predicting the acceptance of unit guide information systems

Information Systems can play an important role in ensuring and improving the quality of education provided. However, lack of acceptance of these information systems and resistance of technology innovations by the end users limit the expected benefits of the system. This research attempts to identify the key determinants for the acceptance of the Unit Guide Information Systems (UGIS) in the Australian higher education sector. The technology acceptance model (TAM), social cognitive theory (SCT) and model of PC utilization (MPCU) are combined to provide a new framework for this analysis. Results of the study are consistent with the technology acceptance factors for explaining the behavioural intention of the academics. The study also shows the effects of application specific self-efficacy, application specific anxiety and social influence on the acceptance of UGIS. Implications of the results are discussed within the context of unit guides and curriculum mapping.

Energy efficiency rating systems for housing : an Australian perspective

Purpose – The purpose of this paper is to examine current trends in energy efficiency ratings and consider their likely impact on the Australian housing market.

Design/methodology/approach – The research is yet to be conducted; however a mixed method is proposed which is grounded on the theoretical model of consumer behaviour within housing markets. This model has been tested and demonstrated to be useful in predicting buyer behaviour.

Findings – Established theories of buyer perception indicate the introduction of energy efficiency rating systems will have an effect on the level of house prices.

Research limitations/implications – This research is focussed on housing in Australia but also has implications for other global housing markets which are addressing sustainability.

Practical implications – Outputs of this research have implications for policy makers, real estate agents and valuers.

Social implications – Increasing energy costs is likely to restructure the way housing markets operate with regard to sustainability and energy efficiency rating systems and also how they are understood.

Originality/value – This research will be in the Australian context utilising international modeling. As mandatory energy efficiency ratings have not been introduced, this research will be original.

Towards an improved understanding of knowledge dynamics in integrated coastal zone management: a knowledge systems framework

Integrated coastal zone management (ICZM) is a complex undertaking that draws on a range of biophysical and social science disciplines, and involves a wide range of stakeholders operating through multiple processes, and crossing various levels  Conceptually, this means that ICZM represents a significant challenge in terms of improving the way in which different disciplinary ‘knowledges’ and different forms of knowledge (scientific, managerial, lay, and indigenous) inform decision making. Depending upon the circumstances, ICZM may be constrained by different knowledge deficits, including: uncertainty; science - policy gaps; and the ‘filtering’ of particular forms of knowledge relative to others. As a means for making sense of these knowledge dynamics, this paper considers the concept of knowledge systems and its potential for improving understanding of coastal management processes. The potential insights that can be gained from four analytical approaches (stakeholder, institutional, network, and discourse analysis) are then discussed, and used to develop an analytical framework for investigating coastal knowledge dynamics, which is based upon a generic coastal knowledge system and associated research questions. Finally, the utility of this framework is illustrated using a case study that examines the knowledge dynamics associated with debates about the establishment of marine protected areas in Victoria, Australia.

Using social network analysis to identify key child care center staff for obesity prevention interventions: a pilot study

Introduction. Interest has grown in how systems thinking could be used in obesity prevention. Relationships between key actors, represented by social networks, are an important focus for considering intervention in systems. Method. Two long day care centers were selected in which previous obesity prevention programs had been implemented. Measures showed ways in which physical activity and dietary policy are conversations and actions transacted through social networks (interrelationships) within centers, via an eight item closed-ended social network questionnaire. Questionnaire data were collected from (17/20; response rate 85%) long day care center staff. Social network density and centrality statistics were calculated, using UCINET social network software, to examine the role of networks in obesity prevention. Results. “Degree” (influence) and “betweeness” (gatekeeper) centrality measures of staff inter-relationships about physical activity, dietary, and policy information identified key players in each center. Network density was similar and high on some relationship networks in both centers but markedly different in others, suggesting that the network tool identified unique center social dynamics. These differences could potentially be the focus of future team capacity building. Conclusion. Social network analysis is a feasible and useful method to identify existing obesity prevention networks and key personnel in long day care centers.

Can social dancing prevent falls in older adults? a protocol of the Dance, Aging, Cognition,Economics (DAnCE) fall prevention randomised controlled trial

Background:  Falls are one of the most common health problems among older people and pose a major economic burden on health care systems. Exercise is an accepted stand-alone fall prevention strategy particularly if it is balance training or regular participation in Tai chi. Dance shares the ‘holistic’ approach of practices such as Tai chi. It is a complex sensorimotor rhythmic activity integrating multiple physical, cognitive and social elements. Small-scale randomised controlled trials have indicated that diverse dance styles can improve measures of balance and mobility in older people, but none of these studies has examined the effect of dance on falls or cognition. This study aims to determine whether participation in social dancing: i) reduces the number of falls; and ii) improves cognitive functions associated with fall risk in older people.

Methods/design: A single-blind, cluster randomised controlled trial of 12 months duration will be conducted. Approximately 450 participants will be recruited from 24 self-care retirement villages that house at least 60 residents each in Sydney, Australia. Village residents without cognitive impairment and obtain medical clearance will be eligible. After comprehensive baseline measurements including physiological and cognitive tests and self-completed questionnaires, villages will be randomised to intervention sites (ballroom or folk dance) or to a wait-listed control using a computer randomisation method that minimises imbalances between villages based on two baseline fall risk measures. Main outcome measures are falls, prospectively measured, and the Trail Making cognitive function test. Cost-effectiveness and cost-utility analyses will be performed.

Discussion: This study offers a novel approach to balance training for older people. As a community-based approach to fall prevention, dance offers older people an opportunity for greater social engagement, thereby making a major contribution to healthy ageing. Providing diversity in exercise programs targeting seniors recognises the heterogeneity of multicultural populations and may further increase the number of taking part in exercise.