This study aims to examine how greyscale affects the screen time on smartphones and in what way it influences the user experience on the social media applications Facebook and Instagram. The use of social media applications is constantly increasing which has resulted in negative effects like difficulties with concentration and attention among individuals. Color can be used to make objects salient and draw attention to it. Color can also be used to affect the user experience through aesthetic aspects and the feelings that are connected to the interface. How greyscale affects the screen time on social media was investigated through a quantitative experiment that measured the screen time of the participants. The experiment was followed by an interview with the purpose to examine the participants’ user experience of the interface in greyscale with focus on aesthetic, emotional and functional aspects. The results show that color has importance for the way users are using social media, how long they tend to use the applications and that the screen time is reduced significantly when social media are used on a smartphone in greyscale. Further, the results also indicate that the user experience is affected by the absence of color. Aesthetic and emotional factors were the most affected by the change to greyscale. Functional factors were also affected by the removal of the colors on the interface, but not to the same extent, as the participants already knew how to use the applications.

京都大学 / 0048 / 新制・課程博士 / 博士(情報学) / 甲第18618号 / 情博第542号 / 新制||情||96(附属図書館) / 31518 / 京都大学大学院情報学研究科社会情報学専攻 / (主査)教授 矢守 克也, 教授 多々納 裕一, 准教授 永田 素彦 / 学位規則第4条第1項該当 / Doctor of Informatics / Kyoto University / DFAM

京都大学 / 0048 / 新制・課程博士 / 博士(医学) / 甲第20662号 / 医博第4272号 / 新制||医||1024(附属図書館) / 京都大学大学院医学研究科医学専攻 / (主査)教授 武藤 学, 教授 松田 道行, 教授 原田 浩 / 学位規則第4条第1項該当 / Doctor of Medical Science / Kyoto University / DFAM

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Once upon a time there was a beautiful cinema in Stockholm called Draken. This story is about her, a lost public space that once boasted many qualities and expectations. Sadly, today, she is nothing more than a large storage facility where Stockholm residents can rent a few extra square meters. The awakening of Draken highlights the importance of adapting to changing behaviors in the context of cinemas and screen watching, to update the cinema room and to revive these public spaces for future use. The proposal focuses on contemporary behaviors of interacting with moving images, such as watching movies, dancing, sing-alongs and gaming, among others. By creating a narrative around it, and a spatial dramaturgy in the interior, I aim to tell an alternative story where Draken in the future is transformed into an atmospheric and thriving place for social interaction and screen viewing

Parental control applications were introduced to regulate and avoid the negative effects of adolescents’ technology usage. However, parental control apps lack focus on promoting adolescents' autonomy and parent-adolescent collaboration. Therefore, the aim of this paper is to research how parental control apps can be designed to support adolescents’ development towards adulthood and to enhance the active participation from both parties. The research was conducted by interviewing parents (N=7) in which a provocative prototype was used to prime discussions around the topic. This study generated five design implications which are parent-adolescent collaboration, communication support for parental understanding, communication support customized for different cultures, incentivizing healthier habits, and adapting the design for different literacy levels. These implications were extracted from the results which show that parents respect their adolescent’s digital privacy and autonomy. However, there are indications that although parents value insight into their adolescent’s online activities, they are concerned about the infringement of their privacy. Our results suggest that parent-adolescent collaboration is essential for meeting the requirements of parents and adolescents. We conclude that parental control apps could be designed in alternative ways with less focus on surveillance functionality and instead strive for aspects of collaboration, communication, and autonomy.

In my dissertation, I study the strategic interplay among firm’s online communication, firm’s digital strategies and its impact on consumer decision making. I identify important strategies that firms can adopt while targeting consumers on search engine platforms, such as Google and Bing. For technology-firms interested in providing information cues to consumers, online advertising serves as an important tool to nudge consumers decision making. Through the use of diverse methodologies, including empirical, analytical, and behavioral, I attempt to answer important questions in this research space. Moreover, I investigate how firm strategies are affected by factors such as heterogeneity of consumer preferences, product quality, and competition. The research spans across disciplines, and makes contributions to Information Systems, Operations Management and Marketing. In essay 1 I investigate the novel context of “competitive poaching”, a phenomenon where firms can generate traffic from search advertising by bidding on competitors’ keywords. In this research I examine the factors that influence the effectiveness of competitive poaching, specifically the role of different ad copies and the type of competitor (poached brand) from which a brand is “poaching. ”I also examine how the presence of sponsored ads from the poached brand and its physical location affect competitive poaching. In Essay 2, I investigate a similar context but here instead of only competing against each other, firms are simultaneously competing and cooperating with each other while advertising on the search engine. Thus, we have a novel context where a firm and its third-party referral partner (often referred to as “Infomediaries”) compete and cooperate while advertising simultaneously on the search engine. In this context, how equilibrium payment and advertising strategies are affected by factors such as traffic quality, advertising effectiveness, leakage, and the nature of contract between the two firms, remains an open question. Using a game-theoretic model, I show that the novel balance between the competitive and the collaborative nature of the interaction, which itself gets affected by the choice of contract and changes in the environmental factors, alters equilibrium strategies commonly expected in existing literature. In my third essay, I study the novel yet increasingly common phenomenon of “multiscreen viewing”, a phenomenon where consumers are increasingly using additional devices (like smartphones or tablets) while watching TV. This provides an additional advertising channel for marketers, specifically the second screen. However, this is not without its complexities; as marketers must optimally time advertisements on the second screen conditional on multiple factors including consumers’ engagement level on the primary screen, consumers’ engagement level on the second screen, and the psychological involvement with the content on the primary screen. Administering multiple behavioral experiments, I investigate how factors such as users’ engagement with the primary screen (e.g., TV), users’ engagement with a second screen (e.g., Mobile), timing of the advertisement, and message congruence, affect second screen usage and ad recall. Theoretical and managerial contributions of each of these essays are discussed. / Business Administration/Management Information Systems