Forget-me-not? Using Immersive Technologies in Brand-building Communication Processes: An Exploratory Study in the Mexican Context

2021 ◽  
pp. 097325862110367
Author(s):  
Martha Rivera-Pesquera ◽  
Silvia Cacho-Elizondo ◽  
Rafael Duran-Dergal
Keyword(s):  
Exploratory Study ◽  
Exploratory Analysis ◽  
General Strategy ◽  
Brand Relationships ◽  
Interactive Technologies ◽  
Brand Building ◽  
Digital Ecosystem ◽  
Communication Processes ◽  
Ecosystem Transformation ◽  
Immersive Technologies

New immersive technologies (NITs) can be an ally or a rival when it comes to brand relationships. Given the multiplicity of options, marketers need to understand their customers also as audiences seeking experiences. However, such experiences need to exist within a company’s digital ecosystem. This study presents an analysis of six companies that have used NITs to varying degrees. We propose a framework in which more cases of NIT usage in companies can be studied. We conclude that the more the initiatives come from a company’s top-management overall ecosystem transformation, the more likely NIT adoption will fit into a general strategy for a brand-strengthening process and the more it will be effective. This exploratory analysis opens up a path for building new frameworks to measure a company’s degree of involvement with and usage of interactive technologies.

scholarly journals What people share about the COVID-19 outbreak on Twitter? An exploratory analysis

2020 ◽  
Vol 27 (3) ◽  
pp. e100133
Author(s):  
Dhivya Karmegam ◽  
Bagavandas Mapillairaju
Keyword(s):  
Health Information ◽  
Exploratory Study ◽  
Effective Communication ◽  
Respiratory Illness ◽  
General Information ◽  
Exploratory Analysis ◽  
Outbreak Management ◽  
The People ◽  
Recent Outbreak ◽  
The Right

BackgroundThe recent outbreak of respiratory illness caused by COVID-19 in Wuhan, China, has received global attention as it has infected thousands of individuals there, and later it has also been reported from other countries internationally. This study aims at performing an exploratory study on Twitter to understand the information shared among the community regarding the COVID-19 outbreak.MethodsCOVID-19 related tweets were collected from Twitter using keywords from 18 January to 25 January 2020. Top-ranking tweets were taken as samples and then categorised based on the content. Expressions or opinion tweets were analysed qualitatively to understand the mindset of the people regarding the outbreak. Theme wise reachability evaluation of the messages was also performed.ResultsBased on the content of the tweets, five themes were evolved: (1) general information; (2) health information; (3) expressions; (4) humour and (5) others. 57.42% of messages are general information followed by expressive tweets (24.12%). Humorous messages were liked the most, whereas health information tweets were retweeted the maximum. Fear was the predominant emotion expressed in the messages.ConclusionThe results of the study would be useful to focus on the dissemination of the right information and effective communication on Twitter related to health and outbreak management.

scholarly journals Viewing diaries in an age of new media: An exploratory analysis of mobile phone app diaries versus paper diaries

2019 ◽  
Vol 12 (1) ◽  
pp. 205979911984444 ◽  
Author(s):  
Azi Lev-On ◽  
Hila Lowenstein-Barkai
Keyword(s):  
New Media ◽  
Mobile Phone ◽  
Exploratory Study ◽  
Mobile App ◽  
Exploratory Analysis ◽  
Smartphone App ◽  
Validity And Reliability ◽  
Careful Planning ◽  
Paper Diary ◽  
Usage Patterns

This exploratory study inquires into the validity and reliability of dedicated mobile phone diary applications. We developed Watchy, a dedicated mobile viewing diary application, and compared users’ compliance and usage patterns with those of users of the paper viewing diaries. Participants received paper diaries or installed mobile diary apps, with or without daily reminders, to document their viewings over a 4-day period. Documentation was more extensive in the smartphone app with reminder group compared to the paper diary group. Reminders increased documentation rates. Extent of documentation decreased as the experiment progressed for mobile app users. Findings suggest that mobile viewing diaries are an important tool for viewing studies, yet their use requires careful planning.

Justice and the family: an exploratory analysis

1990 ◽  
Vol 31 (1) ◽  
pp. 174-184 ◽  
Author(s):  
Jean Kellerhals ◽  
Josette Coenen-Huther ◽  
Marianne Modak
Keyword(s):  
Socioeconomic Status ◽  
Distributive Justice ◽  
Exploratory Study ◽  
Family Cohesion ◽  
Exploratory Analysis ◽  
The Family

1. What are the norms of distributive justice to be found in contemporary families? Do they vary according to the socioeconomic status of the spouses, and according to the type of family cohesion? These are the two questions addressed in this article, in which an exploratory study of 107 families is used (Kellerhals et al. 1986) to advance some elements of response.

scholarly journals Short Term Exchange Rate Fluctuations in India: An Exploratory Study

2016 ◽  
Vol 12 (1) ◽  
pp. 36-49
Author(s):  
Chandan Singh Adhikari ◽  
J K Sachdeva
Keyword(s):  
Exchange Rate ◽  
Crude Oil ◽  
Exploratory Study ◽  
Exploratory Analysis ◽  
Foreign Reserves ◽  
Short Term ◽  
Indian Rupee ◽  
Exchange Rate Fluctuations ◽  
Long Run

This paper does an exploratory analysis of factors responsible for the volatile fluctuations in the exchage rate of Indian rupee duirng the calendar year of 2013. The series Exchange Rate (RBI Reference Rate), MIBOR Rate, Crude Oil Pirce, Foreign Reserves, Gold rate and Nifty were found to be cointegrated and long run and short relationships have been explored by VECM.

SME brand building and management: an exploratory study

2010 ◽  
Vol 44 (7/8) ◽  
pp. 1037-1054 ◽  
Author(s):  
Martine Spence ◽  
Leila Hamzaoui Essoussi
Keyword(s):  
Exploratory Study ◽  
Brand Building

Client Variables Associated with Four Key Determinants of Demand for Tax Preparer Services: An Exploratory Study

2012 ◽  
Vol 26 (3) ◽  
pp. 417-437 ◽  
Author(s):  
Gary M. Fleischman ◽  
Teresa Stephenson
Keyword(s):  
Survey Data ◽  
Exploratory Study ◽  
Exploratory Analysis ◽  
Data Availability ◽  
Legal Compliance ◽  
Client Perceptions ◽  
Client Variables ◽  
Extant Literature ◽  
Male Clients ◽  
Female Clients

SYNOPSIS There is a rich literature associated with the dichotomous decision to hire/not-hire tax preparation services. There is also some research assigning motivation to the decision to hire tax preparation services. However, no research has examined the underlying demographics and key perceptions of clients that do hire tax preparation professionals to determine which are associated with specific motivations to hire. We focus on the four most common motivations to hire a preparer found in extant literature (i.e., saving money, saving time, legal compliance, and protection from the IRS). Using survey data, we perform exploratory analysis using MANCOVA to discover what client demographics and perceptions underlie each motivation. Our most noteworthy finding is that client perceptions of tax advocacy are positively associated with all four focal motivations to hire. Our results also suggest that female clients, more than male clients, choose tax preparers with a desire to save time and to be legally compliant. In addition, taxpayers with children tend to be more concerned with legal compliance. We also find that taxpayers with relatively complex returns are less likely to hire a preparer to provide a legally compliant return and to gain protection from the IRS. Data Availability: The data are available from the authors upon request.

An Exploratory Analysis on the Contextual Factors that Influence Disruptive Innovation: The Case of Uber

2018 ◽  
Vol 15 (03) ◽  
pp. 1850024 ◽  
Author(s):  
Andrea Urbinati ◽  
Davide Chiaroni ◽  
Vittorio Chiesa ◽  
Simone Franzò ◽  
Federico Frattini
Keyword(s):  
Exploratory Study ◽  
Contextual Factors ◽  
Historical Analysis ◽  
Disruptive Innovation ◽  
Regulatory Framework ◽  
Exploratory Analysis ◽  
Taxi Industry ◽  
The Impact

In the last years, management scholars have looked into the phenomenon of disruptive innovation, mostly focusing on the characteristics that identify a disruptive innovation and on the managerial solutions that incumbent firms should adopt to respond to the threat of a disruptive innovation. However, studying the characteristics of the context in which a disruptive innovation unfolds remains an under-researched topic. To fill this gap, this exploratory study examines how the disruptive innovation phenomenon is influenced by a set of variables that shape the context in which it takes place. This is done through a historical analysis of Uber, a widely discussed example of disruptive innovation. The exploratory analysis suggests that the extant regulatory framework plays a key role in influencing the impact that Uber has had on the taxi industry. By doing so, the paper points to the importance — for future researchers — to study disruptive innovation by carefully placing it in the regulatory context in which it takes place, given the importance that this aspect plays in influencing the anatomy of the disruption phenomenon.

scholarly journals An Exploratory Study Of Intrinsic & Extrinsic Motivators And Student Performance In An Auditing Course

2011 ◽  
Vol 4 (2) ◽  
pp. 19-26 ◽  
Author(s):  
Songtao Mo
Keyword(s):  
Intrinsic Motivation ◽  
Student Performance ◽  
Exploratory Study ◽  
Exploratory Analysis ◽  
Mediation Effect ◽  
Course Performance ◽  
Extrinsic Motivators ◽  
Online Quizzes ◽  
Empirical Tests ◽  
Intrinsic Motivators

The objective of this study is to investigate the association of intrinsic and extrinsic motivators and student performance. This study performs an exploratory analysis and presents evidence to demonstrate that intrinsic motivators affect the connection between external motivators and student performance. The empirical tests follow the framework developed by Baron and Kenny (1986) and examine the mediation effect on the data collected from an undergraduate auditing course. The results indicate that there exists a partial mediation effect of voluntary online quizzes (a measure of intrinsic motivator) on the association between mandatory in-class quizzes (a measure of external motivator) and course performance. The findings offer basis for interesting implications, suggesting that mandatory external motivators (e.g., in-class quizzes) are of less value with the presence of other viable motivational techniques (e.g., online quizzes). Voluntary online quizzes help foster learner intrinsic motivation and hence bear more importance with student performance. Educators may consider using techniques that can boost intrinsic motivation in teaching practices.

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