Social Media and e-Business Transformation

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    Gauge the Effects of Targeted Advertising along the Consumer Funnel
    ( 2019-01-08) Zhang, Ran ; Zantedeschi, Daniel ; Shivendu, Shivendu
    Targeted display advertising for individual consumers has become pervasive on social media platform and other online websites (traditional platform). Yet, the effectiveness of targeted advertising across online platforms is not well understood. Moreover, such advertising effect may be different for different types of consumers, i.e. consumers in the early stage and those in the late stage, relative to the final purchase stage. This paper aims at assessing the effectiveness of targeted advertising across online platforms on consumers' final conversion (purchase). In addition, we measure the complementarity and substitutability of online platforms for targeted advertising for upper funnel (early-stage) consumers and lower funnel (late-stage) consumers. We use machine learning techniques to form case-control designs analyzed employing regularized discrete choice models to select relevant features explaining the final conversion. The empirical analysis shows that (1) targeting across platforms is positively associated with the final conversion for the lower funnel consumers, but there is no measurable synergistic effect for the upper funnel consumers; (2) the main effect of targeting on social media is positively related to the final conversion for consumers in the upper funnel but has no significant impact for lower funnel consumers. We leverage upon these findings to discuss actionable managerial prescriptions.
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    Impact of Interactivity on Guanxi Network Building in the Wechat Moments: A Social Capital Perspective
    ( 2019-01-08) Shao, Zhen ; Pan, Zhengyuan
    Mobile social platform such as Wechat Moments has gained great popularity in China in the past few years. However, there are still a lack of studies that focus on Guanxi network building in the virtual social community. Drawing upon interactivity and social capital theory, this study develops a research model to examine the influence of perceived interactivity on users' social capital and Guanxi network in the Wechat Moments. An empirical survey was conducted in China and 287 valid data were collected from Wechat users. Structural equation modelling analysis was used to test the research model. The empirical results suggest that interactivity has a strong influence on social interaction and shared understanding, which in turn promote users' Guanxi network in the Wechat Moments. A post-hoc analysis further suggests that the influence of interactivity on Guanxi network is contingent upon network size. Theoretical and practical implications are illustrated in the final section.
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    The Impact of Self-awareness of Being Observed on Patient Content Generation: An Empirical Examination from a Quasi Experiment
    ( 2019-01-08) Hu, Mingye ; Liu, Xiaoxiao ; Xiao, Bo Sophia ; Shao, Jingbo
    Though recent research demonstrates the impact of patient generated content on patient outcomes and doctor performance, we still have a limited understanding about how patient content is generated in the first place. In this research, we examine how patients’ self-awareness of being observed by their own doctors in online healthcare platform influences patient generated content, including how much they generate and what they generate. Focusing on a leading online healthcare platform, we construct a panel dataset of patient generated content for a matched set of doctors. We find that patients’ self-awareness of being observed can increase the quantity of patient generated content. Specially, “being observed” leads to more subjective content, while it has no relationship with objective content. Our results also demonstrate that the mechanism of “being observed” benefits the review quantity at the cost of review quality. We also discuss contributions to user generated content and online healthcare.
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    Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media
    ( 2019-01-08) Mattke, Jens ; Müller, Lea ; Maier, Christian
    This paper examines how companies can use paid media (referring to sponsored posts), owned media (company posts) and earned media (influencer post) to create a positive brand attitude. Based on the advertising value model, this paper takes a configurational approach and uses fuzzy set qualitative comparative analysis (fsQCA). The analysis reveals a typology of five types of media, which influence consumers’ brand attitude positively. We contribute to research by providing a typology of paid, owned and earned media, which can guide companies to create a positive brand attitude.