This study explores how consumer’s attitudes towards consumer-generated advertising (CGA) have changed over time. The study measures consumer attitude changes of the winning contributions from Doritos Crash the Super bowl between the years 2007-2014 on YouTube. The study conducted in total 995 comments that was analysed with Leximancer Software, a research tool for making content analysis to determining the presence of words or concepts in collections of textual documents. Findings didn’t show a distinct change of consumer’s attitudes towards CGA over time. The study gave extended knowledge about consumers attitudes towards CGA and what factors that contribute to positive attitudes towards CGA. Were three main factors was notice, first, the fact that they managed to do an ad on a very low budget seemed to impress other consumers. Second, consumers had a tendency to defend CGA when the ad was criticized. Third, the fact that a company did not make the ad was impressive for many of the viewers.

Background: To understand the consumers’ motivation to write online reviews is of importance, especially for companies since a large number of reviews have a positive influence on sales. Previous research has been done regarding what motivate consumers to provide user generated content, online word of mouth and also, to some extent, online reviews. However, these studies have primarily been adopted in a quantitative manner. To explore, from customers’ own perspective, the motivation to write online reviews is therefore valuable to add depth to the existing literature. Purpose: The purpose of this study is to explore customers’ motivation to write online reviews. Research question: What factors motivate customers to write online reviews? Methodology: The design of the research is a case study where the data collection method was conducted by semi-structured interviews. Conclusion: The result of this study shows that customers’ motivation to write online reviews is due to a variety of situations. The customers are motivated to write to enhance their selfimage, helping both customers and companies, and in some situations to even harm companies. Also, customers were motivated to write to obtain economical incentives. The features of the platform are important, where easiness and the opportunity to be anonymous were preferred.

The Two-Step Flow of Communication suggests that opinion leaders have a greater impact on consumers' product choices and decisions than marketers. With the advent of the Internet and e-commerce, many consumer researchers expanded the study of opinion leadership to incorporate electronic Word-of-Mouth behavior (eWOM) into the Two-Step Flow of Communication. Yet, with the recent and increasing prominence of social media, there appears to be a gap within the opinion leadership literature. Several studies have examined how the Internet and social media empower opinion leaders to instantaneously influence large crowds with eWOM. Marginally few studies, however, have considered how the production of user-generated content (UGC) among opinion leaders can further expand their peer influence. Furthermore, emergent research illustrates that social media is transforming into an enclave for celebrity culture, wherein celebrities use social media to invoke gossip and fantasy in consumers. These technological and cultural shifts within the Internet and social media necessitate an understanding of how UGC, social media and celebrity culture fit within the Two-Step Flow of Communication. In order to address these gaps, the current study probed the relationships amongst parasocial interaction, opinion leadership and willingness to participate in UGC and eWOM. Specifically, parasocial interaction is a history of interactions between a consumer and celebrity that manifest into a fantasized, personal relationship. Relevant hypotheses were developed and used to construct a theoretical model. Data were collected from a nationally representative sample (n = 555) and a Structural Equation Model was subsequently run to test the hypotheses. The findings suggest that social values, knowledge and parasocial interaction are positively related to opinion leadership. In turn, opinion leadership is positively related to willingness to participate in UGC and eWOM. Parasocial interaction, too, is positively related to willingness to participate in UGC and eWOM. A mediation effect was supported whereby opinion leadership significantly mediates the relationship between parasocial interaction and UGC, but not eWOM. The production of UGC is shown to be dependent upon parasocial interaction and opinion leadership. Nonetheless, eWOM does not seem to necessitate opinion leadership and can be produced directly from parasocial interactions.

E-commerce distribution channel experiences a dramatic development nowadays. France witnessed a rapid growth rate of online sales in recent years and now ranks as the second largest market in Europe in terms of turnover. On E-commerce websites, customer review system is considered as an efficient tool of E-Word of Mouth, enabling users to write recommendations which will influence potential purchasers. This paper discusses the crucial factors of customer review system. Also, a tool to evaluate review system is elaborated with five criteria such as accessibility, quality, design, interaction and control. Ten case studies of French E-commerce firms are presented according to those criteria in qualitative study. Opinions from French customers are collected through online questionnaires in quantitative study. Researches made from supply (firms) and demand (customers) sides show that accessibility and quality are the main concerns for users and often weaknesses in current review systems. Also, the credibility of reviews is questioned by customers. Focusing on these aspects, the paper aims to give suggestions for designing an ideal customer review system to firms in French e-commerce industry.

Social endorsements are user-generated endorsements of products or services, such as “likes” and personal collections, in an online social platform. We examine the effect of prior social endorsements on subsequent users’ tendency to endorse or examine a product in a social shopping context, where a social platform connect consumers and enable a collaborative shopping experience. This research consists of two parts. In part I, we identify two ways prior social endorsements can affect subsequent user behavior: as a crowd endorsement, which is an aggregate number of endorsements a product receives for anyone who comes across the product, and as a friend endorsement, which is an endorsement with the endorser’s identity delivered only to the endorser’s friends or followers. Using a panel data of 1656 products on a leading social shopping platform, we quantify the relationship between crowd and friend endorsements and subsequent examination (“click”) and endorsement (“like”) of the products, noting that examination is a private behavior while endorsement is a public behavior. Our results are consistent with the identity signaling theory where identity-conscious consumers converge with the aspiration group (the followers) in their public behavior (e.g. endorsement) and diverge from the avoidance groups (the crowd). We also find differences between public and private behaviors. Moreover, the symbolic nature of social shopping platform trumps the traditional dichotomy of symbolic/functional product attributes. Part II of this study seeks to clarify the underlying mechanism through lab experiments. We hypothesize that consumers’ evaluative attitude, specifically the value-expressive type, moderates the relationship between crowd and friend endorsements and a focal user’s product choice. Our initial results of the second study show support for this idea in the cases when the product choice is not obvious.

Thesis (M.S.)--Kent State University, 2007. / Title from PDF t.p. (viewed July 2, 2007). Advisor: David B. Robins. Keywords: information retrieval, search engine, social bookmarking, tagging, folksonomy, Internet, World Wide Web. Includes survey instrument. Includes bibliographical references (p. 137-141).

Εκατομμύρια ανθρώπων επιλέγουν καθημερινά να χρησιμοποιήσουν τον Παγκόσμιο Ιστό για ένα ευρύ σύνολο δραστηριοτήτων. Ο αριθμός των χρηστών του διαδικτύου αυξάνεται συνεχώς, όπως επίσης και το σύνολο των διαφορετικών δραστηριοτήτων που μπορούν να εκτελεστούν μέσω ιστοσελίδων και υπηρεσιών του διαδικτύου. Οι χρήστες του Παγκόσμιου Ιστού καθημερινά συμμετέχουν σε διάφορες ψηφιακές δραστηριότητες, οριοθετώντας με αυτόν τον τρόπο τη ψηφιακή τους «ζωή». Κάθε χρήστης μπορεί να στείλει μήνυμα με το ηλεκτρονικό ταχυδρομείο, να επικοινωνήσει και να δημιουργήσει σχέσεις με άλλους χρήστες του Παγκόσμιου Ιστού, να επισκεφτεί ιστότοπους για να ικανοποιήσει τις ενημερωτικές του ανάγκες ή να διατηρεί ένα προσωπικό προφίλ σε έναν ή περισσότερους ιστότοπους κοινωνικής δικτύωσης. Παράλληλα, όλο και περισσότεροι χρήστες του Παγκόσμιου Ιστού χρησιμοποιούν τα ηλεκτρονικά καταστήματα για τις αγορές τους, επιτυγχάνοντας την απευθείας σύνδεση της έρευνας αγοράς με την αγορά προϊόντων ή υπηρεσιών, ενώ ο σχολιασμός και οι απόψεις άλλων χρηστών για προϊόντα και υπηρεσίες αποτελεί άλλο ένα αναμφισβήτητο πλεονέκτημα των ηλεκτρονικών καταστημάτων. Αποτέλεσμα της αυξανόμενης δραστηριοποίησης των χρηστών είναι η συνεχής αύξηση του όγκου των κειμενικών δεδομένων που έχουν παραχθεί από χρήστες (user generated text content - UGTC) στις ιστοσελίδες του Παγκόσμιου Ιστού. Οι δικτυακές κοινότητες αυξάνονται συνεχώς σε μέγεθος και αριθμό, ενώ ταυτόχρονα οι ιστότοποι και οι υπηρεσίες του Παγκόσμιου Ιστού προσφέρουν όλο και περισσότερες δυνατότητες στους χρήστες τους για να δημιουργήσουν, να συντηρήσουν και να δημοσιοποιήσουν περιεχόμενο κειμένου που έχει παραχθεί από τους ίδιους. Αποτέλεσμα της αλληλεπίδρασης των χρηστών αλλά και χρηστών και ιστοσελίδων, είναι ότι ένα αρκετά μεγάλο μέρος της διαδικτυακής πληροφορίας με το οποίο έρχεται σε επαφή ο μέσος χρήστης καθημερινά, έχει παραχθεί από άλλους χρήστες και όχι από τους δημιουργούς του ιστοτόπου. Η μελέτη των χαρακτηριστικών του περιεχομένου που έχει παραχθεί από χρήστες είναι κομβικό σημείο σε μια σειρά ερευνητικών πεδίων. Χαρακτηριστικό παράδειγμα αποτελούν οι μελέτες στα πλαίσια του πεδίου της εξόρυξης άποψης (opinion mining), οι οποίες βασίζονται στο περιεχόμενο των χρηστών για να αλιεύσουν τις απόψεις για ένα θέμα ή ένα προϊόν. Μελέτες, όπως οι παραπάνω, είναι ιδιαίτερα χρήσιμες στην ανάπτυξη σύγχρονων εμπορικών εφαρμογών, που θα προσφέρουν στον καταναλωτή δυνατότητα πληρέστερης ενημέρωσης για τις συναλλαγές που πρόκειται να πραγματοποιήσει. Άλλες περιπτώσεις αφορούν στην ανάλυση των γλωσσολογικών χαρακτηριστικών των κειμενικών δεδομένων που έχουν συνταχθεί από χρήστες. Επίσης, η μελέτη των χαρακτηριστικών του περιεχομένου που έχει παραχθεί από χρήστες του Παγκόσμιου Ιστού είναι ιδιαίτερα σημαντική στη μελέτη του social web, καθώς είναι δυνατόν να προκύψουν χρήσιμα συμπεράσματα τόσο για την εξέλιξή του στο χώρο και στο χρόνο, όσο και για την περαιτέρω εξέλιξη του, προσφέροντας στους χρήστες νέες δυνατότητες μέσα από σύγχρονες εφαρμογές που θα αναπτυχθούν. Σε κάθε περίπτωση, το περιεχόμενο των ιστοσελίδων του Παγκόσμιου Ιστού μπορεί θεωρητικά να κατηγοριοποιηθεί σε δυο κατηγορίες: στα δεδομένα των δημιουργών των ιστοσελίδων και στα δεδομένα που προέκυψαν από τους χρήστες των ιστοσελίδων κατά την αλληλεπίδρασή τους με αυτές. Στόχος της παρούσας μελέτης είναι να μελετήσει το κατά πόσο είναι εφικτή και με ποιόν τρόπο η αυτόματη αναγνώριση ύπαρξης ή μη περιεχομένου κειμένου του Παγκόσμιου Ιστού που έχει παραχθεί από χρήστες. Στα πλαίσια της παρούσας μεταπτυχιακής εργασίας θα εντοπιστούν χαρακτηριστικά, τα οποία θα επιτρέψουν τον αυτόματο εντοπισμό των κειμενικών δεδομένων χρηστών σε μια ιστοσελίδα. Γενικά σε μια ιστοσελίδα υπάρχουν τρεις πηγές πληροφοριών, οι οποίες μπορούν να χρησιμοποιηθούν κατά τη διαδικασία προσδιορσμού του user generated content (UGC): το περιεχόμενο της ιστοσελίδας, το περιβάλλον εμφάνισής της (συνδεσιμότητα με άλλες σελίδες και anchor text) και η δομή της, η οποία περιγράφεται από τα html tags (πχ ο τίτλος της σελίδας, οι λέξεις που παρουσιάζονται με bold κλπ). Η προτεινόμενη μεθοδολογία συνίσταται στην εφαρμογή τεχνικών ανάλυσης της ιστοσελίδας που σκοπό έχουν τον καθορισμό ενός συνόλου χαρακτηριστικών γνωρισμάτων της (features). Το σύνολο των γνωρισμάτων αυτών αποτελείται από τρία επιμέρους είδη χαρακτηριστικών γνωρισμάτων, τα γλωσσολογικά χαρακτηριστικά γνωρίσματα (textual features), τα χαρακτηριστικά γνωρίσματα δομής της ιστοσελίδας (Html tags), και τα χαρακτηριστικά γνωρίσματα απεικόνισης ή εμφάνισης της ιστοσελίδας (Visual and Visually Central Features). Από τα καθορισμένα χαρακτηριστικά θα επιλεγούν πειραματικά εκείνα, τα οποία θα συμμετάσχουν αποδοτικότερα στον αλγόριθμο προσδιορισμού για την ύπαρξη user generated text content σε μια ιστοσελίδα. Η αξιολόγηση των αποτελεσμάτων της προτεινόμενης μεθόδου θα πραγματοποιηθεί βάσει ενός συνόλου δεδομένων ελέγχου. Τα δεδομένα ελέγχου αποτελούνται από μια συλλογή ιστοσελίδων, για τις οποίες έχει γίνει έλεγχος για το αν περιέχουν user generated text content. Η διαδικασία αξιολόγησης συνίσταται στην σύγκριση των αποτελεσμάτων του αλγορίθμου που προτείνουμε με τα αποτελέσματα που έχουν παραχθεί από την επεξεργασία του συνόλου δεδομένων ελέγχου. Τα συμπεράσματα που θα προκύψουν μπορούν να χρησιμοποιηθούν για την περεταίρω βελτίωση του αλγορίθμου προσδιορισμού ύπαρξης user generated text content, καθώς και για την αξιοποίηση τους σε τεχνικές ανάλυσης και επεξεργασίας του user generated text content από ιστοσελίδες του Παγκόσμιου Ιστού. / Millions of people every day use the Web for a wide range of activities. The number of Internet users is continuously growing, as well as all the different activities that can be performed through websites and Internet services. Web users daily participate in various digital activities, delimiting in this way their digital "life." Each user can send an e-mail, communicate and establish relationships with other web users, visit websites in order to satisfy his information needs, or keep a personal profile in one or more social networking sites. At the same time, more and more web users use online shopping for their purchases, achieving direct connection of the market research by buying products or services, while the commentations and the views of other users for goods and services is another undoubted advantage of online shops. The users’ increasing activity has as result the continuous raising of the volume data, generated by users (user generated content - UGTC) in Web pages. On-line communities are growing in size and number, while simultaneously websites and web services offer users more and more options, in order to create, preserve and publish text produced by them. Result of the interaction between users and the website users and websites, is that a large part of the online information, in which the user come daily in contact, is produced by others and not by the creators of the website. The study of the characteristics of the content obtained by users is a key point in a series of searching fields. Typical examples are the studies within the field of mining opinion (opinion mining), which are based on the content of users to catch their opinions on a topic or product. Studies such as the above, are particularly useful in the development of modern commercial applications that can offer the consumer better information for his transactions. Other cases concern the analysis of the linguistic characteristics of textual data compiled by users. Also, the study of the content characteristics generated by users of the World Wide Web is particularly important in the study of the social web, as well as it can yield useful results for both the evolution in space and time, and further development providing users with new capabilities through new applications, which are developed. In any case, the Web content could theoretically be categorized in two categories: data of Web pages creators and the data generated by web users when interacting with them. The aim of this study is to examine whether it is feasible and with which way the automatic recognition of the text content on the Web produced by users. In this thesis, it will be identified characteristics that allow the automatic detection of textual data of users to a website and its separation from the content that has been produced by the creators of the website. During the planning and design of the proposed method it will initially be studied the inherent characteristics of different types of websites, which are indicative of the presence of these text content users. It will also be studied the usefulness of linguistic and visual features for recognition textual data users at the site, in order to separate it from the official content, that is from content creators. Generally in a website there are three sources of information that can be used during the process of identifying user generated content (UGC): website content, setting of development (connectivity with other pages and anchor text) and its structure, which is described by the html tags (eg page title, words presented in bold, etc). The proposed methodology is recommended in applying technical analysis website aimed at defining a part of attributes (features). All these attributes consist of three kinds of features, textual features, features of the site structure (Html tags), and imaging features or appearance of the website (Visual and Visually Central Features). From the defined features it will experimentally be selected those, which will efficiently participate in the identification algorithm for the existence user generated text content on a website. The evaluation results of the proposed method will be held considering specific audit data. The audit data consist of a collection of web pages, which have already been checked whether they contain user generated text content. The process evaluation reccommends comparing the results of the proposed algorithm with the results obtained from processing all audit data. The conclusions can be used to further improvement of the identification algorithm existence of user generated text content, as well as to exploit them in technical analysis and processing of user generated text content from Web pages.

This thesis proposes a critical study of the techniques and motives behind modern commodity feminist advertising, focusing on the appropriation of the “young girl” as a symbol of the feminist cause. This evolving trend in advertising, building upon new movements of empowerment and the recent proliferation of the online feminist space, is shifting the logics of consumption by marketing feminist ideology and activism through consumer purchasing power. By prompting consumers to believe that their purchases can make a significant change, companies are developing brand loyalty in their key marketing demographics by using the image and rhetoric of the “young girl” to tap into a term I call “anti-nostalgia,” a nostalgia whereby women leverage the inherent sentimentality of childhood with a constructive understanding and rejection of the destructively sexist climate they experienced to combat these sociocultural conditions for future generations. Joining theoretical research on branding, user-generated content, and the neoliberal ideology of the consumer-citizen, I argue that these advertising campaigns, coupled with online spaces for public interaction and participation, effectively create channels for their target consumers to contribute to this commodified form of activism. In reality, however, these “feminist” purchases are simply forms of consumer self-therapy in a modern political climate of systemic gender discrimination.

Background: The modern day era of the Internet gave birth to the growing phenomenon of Internet memes (IM), a type of online user generated content (UGC) (Gangadharbatla, 2008). Now marketers have begun researching the relationship between UGC and consumer based brand equity (CBBE) (Christodoulides et.al, 2012; Rachna and Khajuria, 2017). The problem discussion presents the issue of the diminishing control of brand equity due to the rise of UGC and lack of research on how to manage its influence (Morrison et al., 2013). Leading to the purpose of this thesis, which is to determine the impact Internet memes have on consumer based brand equity. Literature: The review presents two leading contributors to the field, Aaker’s (1991) framework on the different dimensions of CBBE and Keller’s (1993) definition of the concept. In addition recent studies on UGC and brand equity provided the basis for hypothesis development. Method: This thesis assumed a deductive research approach, developing the hypothesis from current literature in the field. A quantitative study, that utilized an explanatory research approach, because it best suited the experimental design. As for the data collection method, surveys were considered (Saunders et al., 2016), which the authors designed as a self-completion questionnaire and pre-tested (Bryman and Bell, 2015). Convenience sampling was chosen to select participants (Hernon, 2004). Construct and content validity was used along with homogeneity and stability to control reliability and measure the quality of research instruments (Bryman and Bell, 2015). SPSS version 25 was used to conduct all statistical analyses. Results: Four hypotheses were developed, to measure the effect of the independent variable IM on each of the four CBBE dimensions. To summarize, three of the hypothesis (H1, H3 and H4) were rejected as the difference in the means are not significant enough and can be explained by chance. The effect on brand association (H2) was however found to be significant therefore H2 was accepted.

O sucesso da mineração de opiniões para processar automaticamente grandes quantidades de conteúdo opinativo disponíveis na Internet tem sido demonstrado como uma solução de baixa latência e mais barata para a análise de opinião pública. No presente trabalho foi investigado se é possível prever variações de intenção de voto com base em séries temporais de sentimento extraídas de comentários de notícias, utilizando três eleições brasileiras como estudo de caso. As contribuições deste estudo de caso são: a) a comparação de duas abordagens para a mineração de opiniões em conteúdo gerado por usuários em português do Brasil; b) a proposta de dois tipos de atributos discriminantes para representar o sentimento em relação a candidatos políticos a serem usados para a previsão, c) uma abordagem para prever variações de intenção de voto que é adequada para cenários de dados esparsos. Foram desenvolvidos experimentos para avaliar a influência dos atributos discriminantes propostos em relação a acurácia da previsão, e suas respectivas preparações. Os resultados mostraram uma acurácia de 70% na previsão de variações de intenção de voto positivas e negativas. Estas contribuições são importantes passos em direção a um framework que é capaz de combinar opiniões de diversas fontes para encontrar a representatividade de uma população alvo, de modo que se possa obter previsões mais confiáveis. / The success of opinion mining for automatically processing vast amounts of opinionated content available on the Internet has been demonstrated as a less expensive and lower latency solution for gathering public opinion. In this work, we investigate whether it is possible to predict variations in vote intention based on sentiment time series extracted from news comments, using three Brazilian elections as case study. The contributions of this case study are: a) the comparison of two approaches for opinion mining in user-generated content in Brazilian Portuguese; b) the proposition of two types of features to represent sentiment behavior towards political candidates that can be used for prediction, c) an approach to predict polls vote intention variations that is adequate for scenarios of sparse data. We developed experiments to assess the influence on the forecasting accuracy of the proposed features, and their respective preparation. Our results display an accuracy of 70% in predicting positive and negative variations. These are important contributions towards a more general framework that is able to blend opinions from several different sources to find representativeness of the target population, and make more reliable predictions.