The aim of this paper is to generate a streamlined, transparent and effective instrument to fairly measure the contribution made by each student to a group project within a higher…
Abstract
Purpose
The aim of this paper is to generate a streamlined, transparent and effective instrument to fairly measure the contribution made by each student to a group project within a higher education context. The primary aim is to moderate the grades of underperforming students at the end of the project. There is a secondary benefit in alerting underperforming students to raise their contribution mid-task or face a potentially reduced grade at the final stage.
Design/methodology/approach
The development of this multi-dimensional instrument is guided by findings from previous research. The quest is to minimise the instructor's administrative work load in applying a moderation-only instrument that is open-source and available at no cost. Based on the literature, the survey instrument seeks to apply a peer-based, equitable and transparent evaluation of each member's contribution to a group task. The survey is applied at mid-task and again at end-task in order to afford underperformers the opportunity to address contribution deficits during the final phase of the project.
Findings
The instrument, called TANDEM©, offers a transparent, streamlined, equitable, confidential and practical measure of each student's contribution to a graded group task. Students whose end-task contribution falls below the group average rating receive a proportional reduction in their personal grade. Additionally, the end-task moderation instrument captures a single-item holistic measure of relative contribution that may, in the future, serve as a surrogate for the multi-dimensional measures currently in place.
Research limitations/implications
TANDEM© was developed with group sizes of four or five members in mind. There is no evidence to support its application to three-person groups. Moreover, the application was applied only amongst under-graduate students. It is yet to be applied across post-graduate groups and within online learning environments. Future research into diverse cultural settings would serve to advance understanding of how moderation is perceived across borders.
Practical implications
Several existing group grade moderation methods propose complex algorithms that are “black box” solutions from a student's perspective. In establishing a fair, streamlined, confidential and transparent process for peer-rated moderation, TANDEM© deploys a concise instrument with a relatively small administrative load. TANDEM © may be applied to all groups or can selectively be applied to groups that report moderate, strong or extreme levels of conflict.
Social implications
Students will appreciate the opportunity to rate peer contributions to group projects. This will dissipate the negative social sentiment that may arise when fellow students benefit from the work of others. Those students seeking conflict resolution within the group will value the transparent and equitable moderation of grades as well as the positive social implications that follow.
Originality/value
This research forms part of an ongoing quest to present a moderation instrument that fairly identifies student contribution to a group project. Whilst the solution proposed is one of many existing alternatives, its focus is on a practical moderation-only instrument that can immediately be applied to a course or major. The benefits lie in the ease of application and minimal administrative workload. This constitutes an original contribution to the individual (course or major) coordinator who seeks to apply a moderation-only instrument without having to commit to an extensive, broad-based group optimisation programme.
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Steve Dix, Kyle Jamieson and Anwar Sadat Shimul
This paper examines the drivers of the acceptance of SMS advertising and how it is still relevant and active in South Korea.
Abstract
Purpose
This paper examines the drivers of the acceptance of SMS advertising and how it is still relevant and active in South Korea.
Design/methodology/approach
An exploratory approach was applied with convenience sample of 206 valid responses. Existing scales were used to measure consumer’s acceptance of SMS advertising, intention to receive SMS advertising and responses to SMS advertising.
Findings
The findings of this study show that the utility and context of the SMS advertising as well as consumers’ trust and attitude toward the advertising are the key drivers of consumers’ acceptance of SMS advertising in South Korea. Moreover, acceptance of SMS advertising is positively associated with intention to receive the message and further behavioural responses.
Research limitations/implications
The outcomes of this study would be critical for practitioners to build strategies and conduct effective and creative SMS advertising campaigns in future. Mobile marketers should emphasize on the utility and context of the message that match with the consumers’ taste and preferences. Furthermore, consumers’ personal information needs to keep private and confidential which will create trust toward the SMS advertiser and in turn generate acceptance of SMS advertising.
Originality/value
This study focuses on the consumer’s willingness to receive SMS advertising and behavioural responses to SMS advertising in South Korea which has not been explored by earlier studies.
The purpose of this paper is to describe the development of a scale (SITUZAP) to measure the situational factors that trigger channel switching, specifically within the television…
Abstract
Purpose
The purpose of this paper is to describe the development of a scale (SITUZAP) to measure the situational factors that trigger channel switching, specifically within the television environment.
Design/methodology/approach
The domain construct is defined and 14 potential scale items were drawn from the literature and qualitative research. The scale was purified during the pilot phase and three scale items removed. The scale was re‐tested during the main study via an independent sample, confirming the two‐dimensional nature of the scale.
Findings
Reliability analysis indicates that the scale is internally consistent with co‐efficient alpha high across both pilot and main studies. Moreover, confirmatory factor analysis supports the two‐factor measurement model – “advertising triggers” and “RCD empowerment”. The test‐retest result (r=0.662) further provides evidence of stability within the scale. The scale has also been verified for content, criterion, discriminant, and nomological validity. All other indicators are within the acceptable range of statistics.
Originality/value
This is the first scale that measures the effect of situational factors on channel switching.
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Ian Phau, Marishka Sequeira and Steve Dix
The purpose of this paper is to examine the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands.
Abstract
Purpose
The purpose of this paper is to examine the influence of personality factors and attitudes toward consumers' willingness to knowingly purchase counterfeit luxury brands.
Design/methodology/approach
Convenience sampling method is to be employed and a self‐administered questionnaire distributed to students in a large Australian University. A commonly counterfeited luxury branded product will be used as the stimulus of the study. In total, 202 useable responses have been retained for analysis.
Findings
The findings are that attitudes do not influence consumers' willingness to purchase counterfeit luxury brands. Integrity is noted to be a strong influencer of both attitudes and consumer willingness to purchase consistently. Both buyers and non‐buyers are tested for their attitudinal differences. Status consumption and materialism does not play a role in influencing attitudes or willingness to purchase.
Research limitations/implications
Only one product category is looked at. Other sampling methods can be looked into such as mall intercept. Culture and nationality may also have influences on moral and ethical issues which can be tested in future studies.
Practical implications
Advertisers and strategists should consider putting a more “human face” on the damaging effects of counterfeiting and look into the possible demographic factors. Consumers should be educated on the negative consequences of counterfeiting and effects on economy.
Originality/value
While past studies have delved into examining consumer attitudes towards counterfeit products, a low involvement luxury brand item was not utilized as a stimulus. An Australian context has not been looked into.
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Kelty Logan, Laura F. Bright and Harsha Gangadharbatla
The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television…
Abstract
Purpose
The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising.
Design/methodology/approach
An online questionnaire was fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and Twitter). The final sample (n=259) was comprised of female students who had used social media and television during the past month. The authors developed two structural equation models using Amos 18 statistical software.
Findings
The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing advertising value in social media or television. While Irritation was a factor in assessing Attitude toward advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and Informativeness (higher for television).
Research limitations/implications
In examining the relative importance of each component of Ducoffe's model, it is clear that Entertainment and Informativeness play key roles in assessing advertising value for both traditional (television) and non‐traditional media (SNSs). While Irritation did not play a significant role in value assessment, it was found to directly impact attitude towards advertising, a critical juncture in the consumer purchase cycle.
Practical implications
If practitioners seek to interact via SNSs with young female consumers they should focus on providing entertaining content in a format that makes brand engagement seamless while not impeding goals.
Originality/value
This initial investigation provides the impetus for future research about consumers' perceptions of advertising value across all SNSs, in comparison to their traditional counterparts.
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Hyunjoo Im and Young Ha
Mobile coupons are a new form of marketing that is expected to grow in the near future. The purpose of this paper is to understand mobile coupon adoptions among US consumers. The…
Abstract
Purpose
Mobile coupons are a new form of marketing that is expected to grow in the near future. The purpose of this paper is to understand mobile coupon adoptions among US consumers. The study identifies adopter categories based on personal innovativeness and further investigates the characteristics that distinguish identified adopter categories.
Design/methodology/approach
Based on innovation diffusion theory and technology acceptance model, consumers are clustered to adopter categories. The distinctiveness of adopter categories in terms of perceived usefulness, perceived ease of use, attitude, behavioral intention, and actual use of mobile coupons were investigated. Determinants of adoption decision were compared among adopter categories. A cluster analysis, Kruskal‐Wallis tests, and regression analyses were performed.
Findings
An online survey of 611 US consumers confirmed the viability of consumer adopter categories. Perceived usefulness, attitudes and behavioral intentions were significantly different across adopter categories while perceived ease of use was not. Adopter categories have different antecedents that determine mobile coupon adoption.
Research limitations/implications
The current study contributes to the literature of diffusion of innovation and consumer segmentation by identifying four consumer adopter groups with PIIT (Personal Innovativeness in the domain of Information Technology).
Practical implications
The study presented a snapshot of mobile coupon usage in the USA. By distinguishing the adopter categories and their characteristics, the study provides important practical implications for mobile marketers to tailor mobile marketing strategies to different adopter categories.
Originality/value
The current study fill the gap in the literature by investigating the current status of mobile coupon adoption in the USA, identifying adopter categories, and comparing the behaviors, beliefs, and attitudes related to mobile coupon adoption across the adopter categories.
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Ian Phau, Marishka Sequeira and Steve Dix
The purpose of this paper is to examine the effect of personality factors on consumers' attitudes toward counterfeits and their willingness to knowingly purchase counterfeit…
Abstract
Purpose
The purpose of this paper is to examine the effect of personality factors on consumers' attitudes toward counterfeits and their willingness to knowingly purchase counterfeit luxury brands. Product performance and useful life are included to investigate their influence on consumers' willingness to purchase counterfeit luxury brands.
Design/methodology/approach
A self‐administered questionnaire is designed using established scales. Data are collected using a convenience sampling method from a large Australian university. Regression analyses are conducted using Statistical Package for the Social Sciences (SPSS).
Findings
Integrity is found to be the only factor influencing attitudes toward counterfeits. The useful life of a counterfeit luxury brand showed significant influence on consumers' willingness to purchase. Attitudinal factors and personality factors do not influence consumers' willingness to purchase counterfeit luxury brands.
Research limitations/implications
The findings are limited to an Australian context. Mall intercept method can be implemented for future studies. The paper has only examined a high involvement luxury brand. Other product categories or low involvement products can be further investigated.
Practical implications
It is recommended for government to implement educational programs that are not only limited to schools, but also to multinational companies and domestic businesses. Luxury brand owners are also encouraged to distinguish their products through emphasis on product attributes, such as their product's useful life.
Originality/value
A specific high‐involvement luxury brand is studied as opposed to previous studies only examining counterfeit luxury brands as a whole. Furthermore, this paper has also examined both personality factors and product attributes.
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Syagnik (Sy) Banerjee and Ruby Roy Dholakia
The purpose of this paper is to examine the differential effects of location‐based mobile advertisements on men and women in work leisure situations.
Abstract
Purpose
The purpose of this paper is to examine the differential effects of location‐based mobile advertisements on men and women in work leisure situations.
Design/methodology/approach
The study conducted was in a scenario based experimental design in the 2×2×2 ANOVA format. Independent variables included: Type of locations (private/public); Situations (work/leisure); and Gender (male/female). Dependent variables included Perceptions and Behavioural intentions.
Findings
Recent findings often indicate that men are more receptive to location‐based ads (LBA) than women. However, in this paper the authors show that in some circumstances women are more favourable to the same mobile LBAs than men because both women's and men's reactions depend on specific location and task situations.
Practical implications
Based on these findings, managers will be able to better target ads to specific genders in different locations and situations, thus maximizing the relevance of the ads, click through rates and affect cost per thousand impressions.
Originality/value
There has been little research on how men versus women react to LBAs based on their orientation towards different situations at hand. This research illustrates what differences exist in their perceptions of LBA and why.
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The purpose of this paper is to compare the perceptions of agencies, advertisers, and media consumers on the blurring practices commonly used to confuse editorial and advertising.
Abstract
Purpose
The purpose of this paper is to compare the perceptions of agencies, advertisers, and media consumers on the blurring practices commonly used to confuse editorial and advertising.
Design/methodology/approach
A self‐administered questionnaire was mailed out to three sample groups, namely advertisers, agencies, and media consumers: 100 questionnaires were mailed to advertisers, 400 to agencies and 1,000 to media consumers. The response rate by group was 10, 11.75, and 24.5 percent, respectively.
Findings
The findings did not substantiate the concerns that blurring practices are misleading to stakeholders in the industry. Advertisers in particular showed positive attitudes towards blurring practices. It is also revealed that there are few significant differences in the attitudes towards regulation of blurring practices among the three sample groups. However, there are differences in perception across sample groups towards the various types of blurring practices.
Research limitations/implications
Limitations to the paper include the differences in time frame, market size, as well as location from which the samples were drawn. Future research could investigate media executives. Furthermore, the paper is only a snapshot across different blurring practices. Potentially, a specific blurring practice could be monitored over time to provide deeper insights.
Practical implications
The results of this paper offer both advertisers and agencies a guide to shifts in the perceived role of advertising blurring practices across a 15 year period. Moreover, it also provides advertising stakeholders with a consumers' view of such blurring practices, highlighting the extent and direction to which consumers deviate from the industry perspective. Such insights offer a useful yardstick to assist advertising decision makers on the relevance of using a blurred advertising approach as a strategic or tactical advertising initiative.
Originality/value
With its replication and extension focus, the restricted originality in this paper is compensated by its comparative insights into advertising blurring practices among advertising stakeholders.