Background: With the emergence of new social platforms, nascent strategies of Viral Marketing utilizing User-generated Content has developed. TikTok is a new social media based on User-generated videos, where content is mainly expressed in the form of #challenges. Given its nascent nature, marketers lack clear directives of how to capitalize on #challenges by engaging the user base, in their pursuit of reaching virality. As the underlying motivations behind the participation of #challenges are unknown, further research is required. Purpose: The purpose of this study is therefore to explore what motivates Gen Z users to participate in #challenges on TikTok and how companies can utilize these motivations to structure their own #challenges’ in marketing campaigns.   Method: This is an exploratory qualitative study inspired by grounded theory where sixteen semi-structured, in-depth interviews were held with participants classified as Gen Z. Qualitative content analysis was used to develop a revised model of Uses and Gratification Theory.   Conclusion: The results suggests that the Uses and Gratification theory could be used in explaining the underlying motivation for participating in #challenges on TikTok. By drawing connections between Uses and Gratification Theory and empirical data, a revised model was found to include the six traditional forms of motivations with structure as an added seventh prevalent motivation on TikTok. The results propose the motivators factors to participate in a challenge to be intertwined but suggest Entertainment to be a superseding motivator. Suggestions of elements that marketers could implement in their campaigns were thereafter derived.

The paper consists of two essays, both associating customer sentiment with firm performance. The first essay investigates the power of User-Generated Content (UGC) in explaining firm product and financial market performances. The second essay examines how brand equity can moderate a product recall's impact on the announcing firm and its competitors in the financial market. In the first essay, we utilize a high involvement durable product category (i.e. automobiles) as our sampling framework, and our findings confirm UGC's predictive power and help resolve existing ambiguities in existing UGC research. We use a market share attraction model to investigate how UGC contribute to firms' success in the product market. We also investigate the impact that UGC communications exert on the firm's financial performance, by inspecting its influence on firm idiosyncratic stock returns, Overall, We find that UGC communications have a direct effect on firms' success in the financial market. Furthermore, we find that for both the product and financial markets, long term owner reviews influence market responses more decisively than new owners' reviews. For the second essay, we examine the role of customer-based brand equity in moderating the impact of a product recalls on the firms' short-term abnormal stock returns. We construct a sample of all (non-automobile) product recalls announced between January 2001 and December 2006 by three Government agencies, Dow Jones Newswire, and The Wall Street Journal and match these product recall events with firm-level customer-based brand equity measures from the EquiTrend© database. Supporting previous studies we find that product recalls result in sizeable short-term negative abnormal stock returns for the announcing firms. More importantly the results suggest that strong brand equity attenuates the negative impact of these recalls for these firms, while potentially benefiting their competitors. By decomposing the brand equity into brand familiarity and brand quality, the study finds that brand quality is alleviating the focal firms from negative impact of a product recall, while brand familiarity is the driving force behind the benefits of a strong brand for competitors. Overall, these two studies advance marketing knowledge and our understanding of how market intelligence impacts the firm's performance, both on the product and financial marketplaces.

The influx of new digital media technologies and platforms have made it possible for consumers of media products to more easily create and distribute their own works, which breaks away from the traditional production of culture of media by established, professional creators. Consequently, there has been a rise in the immaterial labor of digital media creators, as well as a formation of online communities of disparately connected users through commonly held interests. Within the medium of video games, this convergence between user and producer of content, the tension between control and innovation of media content and form, online communities and immaterial labor is most clearly seen in the practice of modding, here defined as using legally authorized software to modify video game content. Modding for computer games has been occurring since the early 1990s, and has grown considerably due to the expansion of the internet's capabilities for connecting people and distributing large bands of data. In 2012, Skyrim developers Bethesda Softworks released a free software development tool called the Creation Kit. The Creation Kit allowed computer users to modify the game content, at which point the user could publically release their mods through the authorized Steam Workshop Channel. The Creation Kit was distributed via Steam, an electronic digital games store operated by Valve Corporation, Inc. Because Bethesda required users to play Skyrim through Steam, the Steam Workshop Channel was intended to be the primary distribution and gathering location of the modding community for Skyrim. However, most existing modders already had many previously established third-party modding databases and websites for distribution, which meant that the Steam Workshop Channel was a new and forced entry into the modding community. Using a combination of ethnographic methods (participant observation and interviews) and textual analysis of message board data, and in research gathered between September 2013 and January 2014, this dissertation explores the community dynamics of the modders on the Steam Workshop Channel for Skyrim to help locate the identity politics of the community, as well as navigating the tension between innovation and control within the community. It also explores how a digital media producer attempts to control a space of fan-made production, and what that means for the existing community. I participated and observed conversations on modding community dynamics in specific forums on the Steam Community Workshop for Skyrim. There, I gathered textual data from a diverse sample of conversations located on discussion boards and a diverse set of mods ranging in user-defined ratings (high-rated to low-rated) to highlight the conversational dynamics and implicit and explicit structuring of the community. I gathered materials from over 403 relevant conversation threads on the Steam Community Workshop for Skyrim. I also conducted telephone, web and email interviews with a purposive sample group of 15 modders based on their ranking in the community in order to gather their personal motivations for participating in the group and perceptions of norms, rituals and values in the group. Results indicate that modding communities are hierarchized by historically locating the user within the practice, as well as through extensive technical knowledge and frequency of communication. Heavy users and mod creators separate themselves from "non-modders" or mod users through these practices, defining their identities through discourse and the values of creation. The Steam Workshop Channel was a collision between mod creators and non-modder users, sometimes with clashing ideologies that dissuaded heavier users from fully embracing the Steam Workshop. This study illustrates how Bethesda and Valve were perceived by existing modders, and suggests that companies need to pay attention to how historically located communities of users respond to the actions, policies, membership, and moderation of professional media consumers.

This thesis investigates user motivations for creating content that may or may not be added to the game Fortnite: Battle Royale, as well as the user's thoughts about the intellectual property of the content. The thesis also examines the relationship and communication between the Fortnite players and developers, according to the users. The sample was collected from the forum r/FortNiteBR on the social media platform Reddit, where users who were engaged in creating suggestions and concepts for the game were contacted and interviewed. The discussion and analysis distinguishes positive attitudes amongst the users in regards to the empowerment and engagement the participation provides, but also showcases a disappointment amongst the users when it comes to the communication between them and the developers. The data collected display an inconsistency from Epic in terms of which users receive credit or agreements for their suggestions, something that some users have reacted upon. This thesis suggests that aspects such as the crediting of players and the communication between players and developers needs to be improved in order to for the game company to maintain a good relationship with the players.

TNT (2,4,6-trinitrotoluene) readily and predominantly transforms to 2ADNT (2-amino-4,6-dinitrotoluene) and 4ADNT (4-amino-2,6-dinitrotoluene) in environmental matrixes and tissues. Solid phase microextraction (SPME) was used to extract ADNTs (amino-dinitrotoluenes) from tissue as a potential method to investigate the recalcitrance of metabolically-generated ADNTs versus absorbed ADNTs. Tubifex tubifex was allowed to metabolize TNT into ADNTs in 24-hr static non-renewal exposure test followed by 24-hr depuration in clean reconstituted hard water. Polyacrylate-coated (PA) SPME fibers were then deployed and agitated in tissue homogenates containing metabolically-generated ADNTs for 48 hr to provide a measure of available ADNTs. Extractability of ADNTs from T. tubifex tissue containing metabolically-generated ADNTs was significantly less than extractability of ADNTs from T. tubifex tissue containing absorbed ADNTs: 50-60% and 81-90% of expected extractability based on fiber-water partition ratio. The lower SPME extractability of metabolically-generated ADNTs may stem from the unavailability of metabolically-generated ADNTs sequestered in tissue or bound to tissue macromolecules during metabolism of TNT to ADNT. Tissue extractions using SPMEs may be able to estimate such bound organic residues in tissue and serve as potential indicators of toxicological bioavailability and biomagnification potential of tissue-associated organic compounds.

This master’s thesis deals with the process of biomass gasification using mixture of CO and O2 as gasification agent. First part describes the gasification process itself, used devices, gasification medium and its influence on the generated gas. Following section covers the experimental part of the work, which is focused on change properties of the generated gas using different ratios of CO2, O2, H2O and air in the gasification mixture. This part also includes processing and evaluation of the results.

There is little in the existing literature that provides practical information on the link between co-creation and the internet as well as guidance on how to facilitate cocreation in the online environment. This study sought to address these gaps and particularly the lack of guidance on the practical act of co-creation and the relationship between co-creation and the online environment. A quantitative research methodology with a descriptive design was followed. The data for the study was collected by way of an internet survey. The population for the research was defined as the users of the online cycling social network, www.thehubsa.co.za. A topic explaining the purpose of the study and inviting users to participate was posted on the website. The study revealed the existence of a new two factor solution related to the separate co-creation and Web 2.0 applications constructs. In this respect the Interact and Use components (co-creation) as well as the Creating and Sharing components (Web 2.0 applications) could provide the foundation for construct validity for more comprehensive scales.The ability of a user to Author content on a website was found to be of particular practical importance in facilitating co-creation. Providing this functionality to a customer may be the key to the missing “how to” element of online co-creation. The ability of a social networking website, such as www.thehubsa.co.za, to encourage general product/service usage appears to be the main attraction to advertisers. Advertisers looking to build their brands may not necessarily obtain the same benefits from the website. Findings regarding impact on usage were inconclusive and further research is suggested. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

For nearly sixty years, scholars have studied how information is selected, vetted, and shared by news organizations. The process, known as gatekeeping, is an enduring mass communications theory that describes the process by which news is gathered and filtered to audiences. It has been suggested, however, that in the wake of online communications the traditional function of media gatekeeping is changing. The infusion of citizen-gathered media into news programming is resulting in what some call a paradigm shift. As mainstream news outlets adopt and encourage public participation, it is important that researchers have a greater understanding of the theoretical implications related to participatory media and gatekeeping. This study will be among the first to examine the adoption of citizen journalism by a major cable news network. It will focus on CNN's citizen journalism online news community called iReport, which allows the public to share and submit "unfiltered" content. Vetted submissions that are deemed newsworthy can then be broadcasted across CNN's networks, and published on CNN.com. This journalism practice appears to follow the thoughts of Nguyen (2006), who states that, "future journalists will need to be trained to not only become critical gate-keepers but also act as listeners, discussion and forum leaders/mediators in an intimate interaction with their audiences." The goal of the paper is to lay a foundation for understanding how participatory media is utilized by a news network to help researchers possibly develop new models and hypotheses related to gatekeeping theory.

<div>Digitization has led to emergence of many platforms-based markets. In this dissertation I focus on three different design problems in these markets. The first essay relates to augmented-reality platforms. Pok\'emon Go, an augmented-reality technology-based game, garnered tremendous public interest upon release with an average of 20 million active daily users. The game combines geo-spatial elements with gamification practices to incentivize user movement in the physical world. This work examines the potential externalities that such incentives may have on associated businesses. Particularly, we study the impact of Pok\'emon Go on local restaurants using online reviews as a proxy for consumer engagement and perception. We treat the release of Pok\'emon Go as a natural experiment and study the post-release impact on the associated restaurants. We find that restaurants located near an in-game artifact do indeed observe a higher level of consumer engagement and a more positive consumer perception as compared with those that have no in-game artifacts nearby. In addition, we find that the heterogeneous characteristics of the restaurants moderate the effect significantly. To the best of our knowledge, this study is the first to examine the economic implications of augmented-reality applications. Thereby, our research lays the foundations for how augmented-reality games affect consumer economic behavior. This work also builds insights into the potential value of such associations for business owners and policymakers. </div><div><br></div><div>The second essay focuses on the platform design problem in sponsored seaerch ad-market.Recent advances in technology have reduced frictions in various markets. In this research, we specifically investigate the role of frictions in determining the efficiency and bidding behavior in a generalized second price auction (GSP) -- the most preferred mechanism for sponsored search advertisements. First, we simulate computational agents in the GSP setting and obtain predictions for the metrics of interest. Second, we test these predictions by conducting a human-subject experiment. We find that, contrary to the theoretical prediction, the lower-valued advertisers (who do not win the auction) substantially overbid. Moreover, we find that the presence of market frictions moderates this phenomenon and results in higher allocative efficiency. These results have implications for policymakers and auction platform managers in designing incentives for more efficient auctions.</div><div><br></div><div>The third essay is about user-generated content platforms. These platform utilize various gamification strategies to incentivize user contributions. One of the most popular strategy is to provide platform sponsorships like a special status. Previous literature has extensively studied the impact of having these sponsorships user contributions. We specifically focus on the impact of losing such elite status. Once their contributions to the platform reduce in volume, elite users lose status. Using a unique empirical strategy we show that users continue to contribute high quality reviews, even though they lose their status. We utilize NLP to extract various review characteristics including sentiment and topics. Using an empirical strategy, we find that losing status does not modify the topic of the reviews written by the users, on average. </div><div><br></div>

Internet has become increasingly ubiquitous and with the introduction of Web 2.0 technologies and concepts it has almost become second nature for many Internet users. This study attempts to view the “social life” of this “new” online environment through its current manifestation in the form of the popular social networking site Facebook. It argues that Facebook has become a tool for the management of one's self both online and offline and that people's reflexive relation to their self-identity is made visible through their engagement with this social media. How such a new form of social media incorporates itself into everyday life but also how the media acts as an extension of the reflexive self has been the main focus of this study.