Margherita Pagani

The Influence of Personal and Social-Interactive Engagement in Social TV Web Sites

Traditional retail and online brands seek new ways to build a platform to enable customers to connect with one another and encourage consumer engagement. The purpose of the present work is to understand how social media is transforming consumer engagement and redefining commercial marketing strategies using video on the Web, mobile devices, and traditional TV. We develop and validate a conceptual model of how experiential personal engagement and social-interactive engagement influence active and passive behavior in the emerging form of television that supports and integrates social interaction. The paper describes how personal engagement with the content and social-interactive engagement (resulting from the perceived sense of community, intrinsic enjoyment, and participation experience) differentially influence both active and passive behavior. We test hypotheses using structural equation modeling with survey data from a sample of 814 U.S. and European social TV users. Invariance analyses show the different effect of gender and level of interaction provided (social features) by the social TV Web site. Implications for contextual advertising and social commerce are discussed.

Digital business strategy and value creation: framing the dynamic cycle of control points

Within changing value networks, the profits and competitive advantages of participation reside dynamically at control points that are the positions of greatest value and/or power. The enterprises that hold these positions have a great deal of control over how the network operates, how the benefits are redistributed, and how this influences the execution of a digital business strategy. This article is based on a field study that provides preliminary, yet promising, empirical evidence that sheds light on the dynamic cycle of value creation and value capture points in digitally enabled networks in response to triggers related to technology and business strategy. The context used is that of the European and U.S. broadcasting industry. Specifically, the paper illustrates how incremental innovations may shift value networks from static, vertically integrated networks to more loosely coupled networks, and how cross-boundary industry disruptions may then, in turn, shift those to two-sided markets. Based on the analysis, insights and implications for digital business strategy research and practice are then provided.

Determinants of adoption of high speed data services in the business market: evidence for a combined technology acceptance model with task technology fit model

This paper presents a Business-Oriented Model of Factors that affect the adoption of wireless High Speed Data Services (HSDS). We reviewed business IT acceptance literature and developed an explorative survey of a sample of twelve companies in Europe and USA. From this, a theoretical model was created and hypotheses were formulated. Data were then collected on a sample of 1545 companies in USA and Europe. Based on these results, we developed a model that combined the key ideas of both TAM and TTF and showed that both were necessary in predicting wireless High Speed Data Service adoption.

A Vicarious Innovativeness Scale for 3G Mobile Services: Integrating the Domain Specific Innovativeness Scale with Psychological and Rational Indicators

Abstract The paper aims to validate a vicarious innovativeness scale for its usefulness in understanding and predicting third generation (3G) mobile services acceptance. Illustrations are based on a survey of 150 young people, and structural equation modelling techniques were used to analyse the data. In this paper: (1) the relevant literature is reviewed; (2) a theoretical framework is built, and hypotheses proposed based on consumer innovativeness theory; (3) the results of an empirical survey designed to test these hypotheses are presented; and (4) it concludes with a general discussion and proposed directions for future research. In this study, the psychometric characteristics and criterion (predictive) validity of the scale are evaluated in order to support claims that domain specific innovativeness scale integrated with psychological and cognitive items could be used to research this domain of consumer behaviour. Evidence for a unidimensional measure of vicarious innovativeness is provided.

Interactive television: A model of analysis of business economic dynamics

The purpose of the paper is to understand from a business point of view, how the move towards interactive television is not limited exclusively to technology valence, but also has a profound impact on the whole system. From the types of offer to modalities of consumption, from technological and productive structures to business models. In order to analyse the relationships and links this study is organised around two significant dimensions of analysis. The first analytic dimension can be divided into three areas: • observation of the current state; • determining economic factors; • development guidelines The second analytic dimension is, conversely, aimed at understanding the interactions among the following categories of the survey; • technological development; • sector development; • economic implications for the business. Reference to the economic implications for the business in this paper will focus on only some strategic and management problems that broadcast management have to cope with, such as the modality of consumption, offer types, and profit types. The proposed model comes from the need for an integrated scheme of analysis that can express the business economic position as the result of interactions among interactive digital technology, the industrial structure and forms of competition.

Extraversion as a stimulus for user-generated content

Purpose – User-generated content comprises an important asset for many web sites. The purpose of this study is to show how extraversion, a basic dimension of human personality, is positively related to this activity, both directly and through its impact on social identity expressiveness. Design/methodology/approach – The data come from an online survey of 1,308 online users who actively contribute content to social media. Findings – The results support hypotheses that extraversion and social identity expressiveness are positively related to active use of social media web sites, and that extraversion is related to active use both directly and indirectly through social identity expressiveness. Research limitations/implications – The findings are limited to the selection of social media to which the participants belong and provide only a partial picture of the motives behind active use of such web sites. Despite the limitations, the findings do identity two active user motivations. Practical implications – A...

Use and Participation in Virtual Social Networks: A Theoretical Model

Managers are increasingly interested in the social web, as it provides numerous opportunities for strengthening and expanding relationships with customers, but the network processes that lead to these user-based assets are poorly understood. In this paper, the authors explore factors influencing use and participation in virtual social networks. They also discuss unusual drivers and inhibitors present with virtual social networksA¢â‚¬â€ highlighted by the presence of positive network externalities and fears that the content will be misused. The authors offer hypotheses stemming from a model of how these factors work together, test the model with a dataset collected from two different virtual social networks, and discuss the implications of this work. The findings offer managers insights on how to nurture Web 2.0 processes.