Drivers of in‐group and out‐of‐group electronic word‐of‐mouth (eWOM)

Purpose– The purpose of this study is to address a recent call for additional research on electronic word‐of‐mouth (eWOM). In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual framework of key drivers of two types of eWOM, namely in‐group and out‐of‐group. Design/methodology/approach– The proposed model, which examines the impact of usage motivations on eWOM in‐group and eWOM out‐of‐group, is tested in a sample of 302 internet users in Portugal. Findings– Results from the survey show that the different drivers (i.e. mood‐enhancement, escapism, experiential learning and social interaction) vary in terms of their impact on the two different types of eWOM. Surprisingly, while results show a positive relationship between experiential learning and eWOM out‐of‐group, no relationship is found between experiential learning and eWOM in‐group. Research limitations/implications– This is the first study investigating the drivers of both eWOM in‐group and eWOM out‐of‐group. Additional research in this area will contribute to the development of a general theory of eWOM. Practical implications– By understanding the drivers of different eWOM types, this study provides guidance to marketing managers on how to allocate resources more efficiently in order to achieve the company's strategic objectives. Originality/value– No published study has investigated the determinants of these two types of eWOM. This is the first study offering empirical considerations of how the various drivers differentially impact eWOM in‐group and eWOM out‐of‐group.

Projecting social and discursive identities through code-switching on facebook: the case of Greek Cypriots

Two varieties of Greek are spoken on the island of Cyprus: the local dialect, namely the Greek-Cypriot Dialect (GCD), and Standard Modern Greek (SMG). English is also influential, as Cyprus was an English colony until 1960. The dialect is rarely employed for everyday written purposes; however, it is now evident in computer-mediated communication (CMC). As a contribution to the field of code-switching in writing, this study examines how Greek-Cypriot internet users employ GCD, SMG, and English in their Facebook interactions. In particular, we investigate how identities (discursive and social) are performed and indexed through the linguistic choices of Greek-Cypriot internet users. The findings indicate that switches to GCD add a humorous tone and express solidarity and informality. SMG is mostly used for ‘official’ statements, and it is preferred by mature internet users, while English is used with expressions of affect and evaluative comments.

Online orthographies

The representation in online environments of non-Roman-based script languages has proved problematic. During the initial years of Computer-mediated Communication, the American Standard Code for Information Interchange character set only supported Roman-alphabeted languages. The solution for speakers of languages written in non-Roman scripts was to employ unconventional writing systems, in an effort to represent their native language in online discourse. The first aim of this chapter is to present the different ways that internet users choose to transliterate or even transcribe their native languages online, using Roman characters. With technological development, and consequently the availability of various writing scripts online, internet users now have the option to either use Roman characters or their native script. If the latter is chosen, internet users still seem to deviate from conventional ways of writing, in this case, however, with regards to spelling. The second aim, therefore, is to bring into light recent developments, by looking at the ways that internet users manipulate orthography, to achieve their communicative purposes.

Linguistic innovations in IRC: Cypriot-Greek phonological features

The Cypriot Greek variety (CG), spoken in the island of Cyprus, is relatively distinct from Standard Greek (SG) in all linguistic domains and, especially, in the area of pronunciation. Youth language, within the Greek-Cypriot context, is an area of study that has, until recently, received little attention. Tsiplakou (2004) makes reference to the emergence of a new slang among young Greek-Cypriots, influenced by new comedy series, in which the actors make extensive use of ‘exaggeratedly peasant’ CG. As these comedy series become increasingly popular, the use of marked regional features becomes evident in the speech style of young Greek-Cypriots. A preliminary study has also revealed that marked CG linguistic features are equally evident in the online interactions of young internet users (Themistocleous 2005). In this study, I examine the use of CG phonological elements in a corpus of messages collected from channel #Cyprus, of Internet Relay Chat (IRC). It is demonstrated that young Greek-Cypriots use language in creative ways, in order to represent in writing phonological features, typical of their informal speech.

Written Cypriot Greek in online chat: Usage and attitudes

This paper investigates the attitudes of Greek-Cypriot internet users towards written Cypriot Greek (CG) in online chat. CG does not have a standard official orthography and it is only used in informal oral communication. With the emergence of computer-mediated communication (CMC), a novel Romanized form of CG is used instead of Standard Greek (SG) in online environments (Themistocleous 2005). To investigate language attitudes, an online questionnaire was distributed electronically to Greek-Cypriot internet users. The results show that the majority of the informants have positive attitudes towards written CG, a practice that goes against the results of previous attitudinal surveys. In this paper, I demonstrate how the internet can influence and change the attitudes of Greek-Cypriots towards their regional variety. It is argued that the unconventional and norm-free character of CMC allows internet users to use their non-standard variety in a domain where the standard would be expected to be used.

Fan Culture as an Informal Learning Environment : Presentation of a NGL project

Fan culture is a subculture that has developed explosively on the internet over the last decades. Fans are creating their own films, translations, fiction, fan art, blogs, role play and also various forms that are all based on familiar popular culture creations like TV-series, bestsellers, anime, manga stories and games. In our project, we analyze two of these subculture genres, fan fiction and scanlation. Amateurs, and sometimes professional writers, create new stories by adapting and developing existing storylines and characters from the original. In this way, a "network" of texts occurs, and writers step into an intertextual dialogue with established writers such as JK Rowling (Harry Potter) and Stephanie Meyer (Twilight). Literary reception and creation then merge into a rich reciprocal creative activity which includes comments and feedback from the participators in the community. The critical attitude of the fans regarding quality and the frustration at waiting for the official translation of manga books led to the development of scanlation, which is an amateur translation of manga distributed on the internet.  Today, young internet users get involved in conceptual discussions of intertextuality and narrative structures through fan activity. In the case of scanlation, the scanlators practice the skills and techniques of translating in an informal environment. This phenomenon of participatory culture has been observed by scholars and it is concluded that they contribute to the development of a student’s literacy and foreign language skills. Furthermore, there is no doubt that the fandom related to Japanese cultural products such as manga, anime and videogames is one of the strong motives for foreign students to start learning Japanese. This is something to take into pedagogical consideration when we develop web-based courses. Fan fiction and fan culture make it ​​possible to have an intensive transcultural dialogue between participators throughout the world and is of great interest when studying the interaction between formal and informal learning that puts the student in focus

Protecting Your Search Privacy: A Lesson Plan

Each year search engines like Google, Bing and Yahoo, complete trillions of search queries online. Students are especially dependent on these search tools because of their popularity, convenience and accessibility. However, what students are unaware of, by choice or naiveté is the amount of personal information that is collected during each search session, how that data is used and who is interested in their online behavior profile. Privacy policies are frequently updated in favor of the search companies but are lengthy and often are perused briefly or ignored entirely with little thought about how personal web habits are being exploited for analytics and marketing. As an Information Literacy instructor, and a member of the Electronic Frontier Foundation, I believe in the importance of educating college students and web users in general that they have a right to privacy online. Class discussions on the topic of web privacy have yielded an interesting perspective on internet search usage. Students are unaware of how their online behavior is recorded and have consistently expressed their hesitancy to use tools that disguise or delete their IP address because of the stigma that it may imply they have something to hide or are engaging in illegal activity. Additionally, students fear they will have to surrender the convenience of uber connectivity in their applications to maintain their privacy. The purpose of this lightning presentation is to provide educators with a lesson plan highlighting and simplifying the privacy terms for the three major search engines, Google, Bing and Yahoo. This presentation focuses on what data these search engines collect about users, how that data is used and alternative search solutions, like DuckDuckGo, for increased privacy. Students will directly benefit from this lesson because informed internet users can protect their data, feel safer online and become more effective web searchers.

Comércio eletrônico: variáveis que influenciam a propensão à compra

Este estudo objetivou verificar a percepção do consumidor sobre a relação entre as variáveis independentes: uso de dados secundários não autorizados, percepção de invasão de privacidade, percepção de proteção de privacidade, percepção de confidencialidade, percepção de autenticação, percepção de erro, comportamento intencional de uso e a variável dependente propensão à compra on line. Realizou-se um levantamento com aplicação de questionários em uma amostra de 451 usuários de Internet, alunos de graduação e de pós-graduação das Instituições de Ensino Superior de São Luís, Maranhão. A análise estatística englobou Análise Descritiva e Regressão Múltipla. Concluiu-se que apenas uma variável, comportamento intencional de uso, está correlacionada à variável dependente. Algumas limitações, implicações e sugestões de pesquisa futura foram analisadas neste estudo.

A percepção de privacidade do internauta brasileiro à luz da tipologia de Sheehan: uma análise exploratória

O status tecnológico da sociedade contemporânea, imersa no mundo virtual, ao mesmo tempo que cria novas oportunidades para as empresas e mais comodidade aos usuários, também gera interesses conflitantes entre essas duas partes e incita ao surgimento de paradoxos na relação de ambas com a privacidade. Um dos reflexos desse cenário é a falta de confiança do consumidor em expor seus dados pessoais no ambiente on-line, o que, por sua vez, atua como um obstáculo ao pleno potencial do comércio eletrônico. Uma das possíveis saídas para o dilema, apontada por vários estudiosos, estaria na busca do chamado caminho virtuoso do meio, representado por soluções eficazes e satisfatórias para todas as instâncias envolvidas. Como parte de tal caminho, que configura um processo de conhecimento do sentido e do valor da privacidade nos dias atuais, encontram-se os estudos de tipologia, que, apesar de numericamente pequenos — sobretudo tendo a Internet como foco —, representam esforços para se chegar a uma conceituação sobre o que é a natureza do privado. Desse entendimento dependem a elaboração e a fundamentação de estratégias para o implemento de soluções em sintonia com as inúmeras demandas sociais de hoje. O objetivo do presente trabalho, portanto, é replicar um determinado modelo de tipologia de privacidade no cenário do Brasil após pesquisa do tema em nível global. A escolha recaiu sobre um estudo de Sheehan (2002), desenvolvido nos Estados Unidos junto a um público de intermautas. Na transposição do modelo para um grupo de 190 indivíduos no Brasil, verificou-se que, dentre as quatro variáveis abordadas no estudo original (gênero, idade, grau de escolaridade e renda familiar), apenas a idade teve significância para a privacidade, com pouco mais de 20% de variabilidade. Já o nível de escolaridade, que se mostrou importante no trabalho norte-americano, não apresentou qualquer relevância entre o público brasileiro. As divergências nos resultados podem ser atribuídas a diferentes fatores, com ênfase ao papel exercido pelos sistemas culturais. Considerá-las, pois, pode embasar futuros estudos que, à semelhança deste, procurem responder ao desafio da privacidade no campo virtual e beneficiem tanto indivíduos como o fortalecimento do e-commerce.

A construção compartilhada da satisfação: um estudo de caso sobre o Fiat Mio

Esta pesquisa teve como objetivo identificar e analisar a forma como a Fiat construiu compartilhadamente uma noção de satisfação com os seus consumidores através do site Fiatmio.cc, um ambiente virtual em que usuários da internet foram convidados a dar sugestões para criação de um carro protótipo do futuro. Foram analisados os conteúdos das transcrições de 16 vídeos de especialistas, exibidos no site, e de 98 comentários postados por usuários, a respeito de discussões levantadas pela Fiat. O trabalho aponta e compara os principais conceitos presentes nas mensagens divulgadas pela montadora e nos comentários dos usuários; identifica a forma como ocorreu essa interação discursiva; e analisa a forma como a empresa construiu o seu posicionamento neste projeto e a noção de satisfação desses consumidores.

Educaçãdo matemática na realidade do ciberespaço - Que aspectos ontológicos e científicos se apresentam?

The question that leads this article is What is this virtual space in the on-line mathematics education process? We focus on the question of the real and virtual as issues taken as components of cyberspace. We investigate these notions in the history of philosophy, looking to Granger to find their meaning, to enable us to understand them and fit them into the sphere of Mathematics Education. This theoretical-philosophical article, then, claims that the virtuality of cyberspace is supported by the computer screen, built by the unification of the sciences (mathematics), technology and its applications. Software and the actions taken by Internet users update the capability of these programs in a variety of characteristics and possibilities such as space-time flow interconnections as well as during the mathematics education process.

Das perspectivas ontol ógicas à natureza do internauta: contribui çã o à epistemologia em Geografia

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Estratégia de planejamento de redes de acesso de alta capilaridade baseada em tecnologia DSL: uma abordagem híbrida empírica e probabilística

A tecnologia DSL- Digital Subscriber Line permitem um acesso universal de banda larga, com redução de custo e tempo de implantação necessários, quando comparadas a outras redes de acesso. DSL pode ser considerada uma rede de banda larga de grande capilaridade, uma vez que utiliza uma combinação de infra-estrutura de telefonia existente e a tecnologia de transmissão. Não obstante, a rede DSL precisa ser amplamente compreendida, de maneira que suas principais vantagens não sejam suplantadas pela ineficiência geral do sistema. Esta tese apresenta uma abordagem baseada em estratégias que possibilitem o planejamento de redes de comunicação que a priori não foram implementadas para suportar fluxos Triple Play (pré-requisito obrigatório diante do perfil atual de usuários da Internet). Será mostrado que, a partir do uso de medidas reais e análises probabilísticas, é possível elaborar o planejamento de redes de comunicação, considerando os parâmetros físicos e lógicos, tais como: o caminho de transmissão, a influência do ruído na comunicação, os protocolos utilizados e tráfego de Triple Play (voz, vídeo e dados).

Relacionamentos humanos mediados pelo computador: as experiências de intermautas cadastros no site de comunidades UOL K

Os sites de comunidades têm atraído grande número de pessoas. Elas passam a se relacionar à distância, utilizando para isso recursos como envio de recados e mensagens e trocam informações sobre si através da auto-descrição (perfil) e do uso de imagens, ambos abertos ao público. A experiência de possuir uma página pessoal neste tipo de ambiente e se relacionar com pessoas através dela se constitui o objeto desta pesquisa a qual foi realizada com base na metodologia qualitativa. Foram entrevistados 16 usuários da rede de relacionamentos UOL K, pertencente ao UOL (Universo OnLine), considerado o principal portal de conteúdo e provedor pago de acesso à Internet do Brasil. A análise dos resultados destacou os seguintes aspectos: o site possibilita tanto fazer novos contatos quanto manter contatos feitos anteriormente, há uma tendência a fazer novos contatos, a língua escrita é utilizada tanto para se comunicar como para refletir acerca de si mesmo, o anonimato é favorecido pela comunicação à distância e causa receio de se decepcionar com o outro, as experiências são vistas como reais mesmo ocorrendo num ambiente virtual, “estar online” pode ser prazeroso e não significa desprender-se do mundo offline, a afiliação às comunidades é freqüente e tem como base objetivos comuns, o uso da foto é, graças aos recursos do site, um elo entre a comunicação sincrônica (bate-papo) e a comunicação assincrônica (UOL K), há uma ênfase na sexualidade e, por fim, os usuários se vêem na necessidade constante de rever e relativizar conceitos como próximo e distante, público e privado, estar ou não online. Conclui-se que, mesmo não tendo o hábito de marcar encontros face a face, os usuários são capazes de se relacionar virtualmente de forma genuína, trocar afetos, formar vínculos e manter uma vida online na qual o comunicar-se encontra seu sentido em si mesmo, podendo não haver outro objetivo a não ser o de estar em contato.

Eu posto, tu compartilhas, ele curte: relações Públicas para as novas redes de influência nas mídias sociais

The web has emerged as an important media. For the first time, people are highly connected, and users start to have lots of possibilities for expression and collaboration. Internet users contribute more and more to influence the preferences of your contact network. Organizations are beginning to discover that the power of influence networks is becoming more efficient than traditional marketing: people believe in what other people say, peers believe in peers. There is a new actor who builds preferences, who is constantly active in communication: the customer who narrates, on social networks, his experiences with a product, and makes his contacts become loyal customers or the most ardent critics of an organization. Transforming followers into disseminators is one of the biggest challenges of organizations in social media. Because of this, more and more companies have to plan communication strategies based in what customers think, desire, understand and discuss in these new places