Affording Cultural and Social Presence in E-Marketing

2011 ◽  
pp. 304-317 ◽  
Author(s):  
Robert Pennington
Keyword(s):  
Consumer Behavior ◽  
Product Design ◽  
Social Presence ◽  
Web Design ◽  
Marketing Communications ◽  
Sense Of Presence ◽  
Contextual Elements ◽  
Psychology Literature

This chapter discusses the relationships among several concepts important to Web design, marketing communications and consumer behavior. Originally from psychology literature, the concept of affordances, the result of interaction between a human and an object, has emerged in product design literature. This chapter extends the concept to design of mediated environments, stressing detailed social and cultural contextual elements and potential behaviors. Vividness and interactivity in mediated environments are requisite qualities for inducing a sense of presence, consumers’ perception on some level that a mediated environment is non-mediated. Well-designed mediated environments afford consumers online opportunities to modify relationships with their environments.

Editorial: Marketing communications and consumer behavior: Introduction to the special issue from the 2009 La Londe conference

2011 ◽  
Vol 64 (1) ◽  
pp. 1-2
Author(s):  
Virginie De Barnier ◽  
Chris A. Janiszewski ◽  
Dwight R. Merunka ◽  
Stijn M.J. van Osselaer
Keyword(s):  
Consumer Behavior ◽  
Marketing Communications ◽  
Special Issue

Ludic Learning

2013 ◽  
Vol 5 (2) ◽  
pp. 20-33 ◽  
Author(s):  
Aleshia T. Hayes ◽  
Carrie L. Straub ◽  
Lisa A. Dieker ◽  
Charlie E. Hughes ◽  
Michael C. Hynes
Keyword(s):  
Virtual Environments ◽  
User Experience ◽  
Social Presence ◽  
Mixed Reality ◽  
Emerging Technologies ◽  
Emerging Technology ◽  
Sense Of Presence ◽  
Suspension Of Disbelief

New and emerging technology in the field of virtual environments has permitted a certain malleability of learning milieus. These emerging environments allow learning and transfer through interactions that have been intentionally designed to be pleasurable experiences. TLE TeachLivE™ is just such an emerging environment that engages teachers in practice on pedagogical and content aspects of teaching in a simulator. The sense of presence, engagement, and ludus of TLE TeachLivE™ are derived from the compelling Mixed Reality that includes components of off-the shelf and emerging technologies. Some of the noted features that have been identified relevant to the ludic nature of TeachLivE include the flow, fidelity, unpredicability, suspension of disbelief, social presence, and gamelike elements. This article explores TLE TeachLivE™ in terms of the ludology, paideic user experience, the source of the ludus, and outcomes of the ludic nature of the experience.

scholarly journals ROLE OF MARKETING COMMUNICATIONS IN CONSUMER BEHAVIOR

2021 ◽  
Author(s):  
Viktoriia Bondarenko ◽  
Viktoriia Vasiuta ◽  
Kateryna Pisarenko
Keyword(s):  
Consumer Behavior ◽  
Correct Choice ◽  
Marketing Communications ◽  
Special Role ◽  
Integrated Marketing ◽  
Theoretical Substantiation ◽  
Definition Of ◽  
The Impact ◽  
Communications System

The article deals with the question of the influence of marketing communications on consumer behavior. Today, in order to increase sales, it is no longer enough for companies to just improve their product or service, improve its quality. Among all marketing tools, marketing communications play a special role. The relevance of the topic is due to the need for a theoretical substantiation of the influence of the marketing communication environment on consumer behavior. The purpose of the article is to study the role of marketing communications and their impact on consumer behavior. As a result of this study, the role of marketing communications in the formation of consumer behavior has been substantiated from the standpoint of the main theories and concepts that form the subject areas of marketing communications research. The effectiveness of marketing policy depends on the correct choice of communication tools. The tools of the communication complex are highlighted and characterized. It has been proved that marketing communications influence the formation of consumer behavior in three aspects: informational, emotional, and behavioral. The scientific approaches of scientists to the definition of the process of making a consumer’s decision to purchase are analyzed. The stages of the consumer’s decision-making process to purchase a product are highlighted. Today, integrated marketing communications are considered more effective. They represent the most complete marketing communications system that includes all elements from advertising to packaging. Special attention is paid to the issue of the effectiveness of the impact of marketing communications on consumer behavior. The sequence of determining the effectiveness of the impact of marketing communications on consumer behavior is indicated. It is noted that for effective promotion of goods, only the informational component of communications is not enough. When developing a marketing communications system, it is necessary to take into account personal values. This will increase the degree of influence on consumer behavior. The main goal of marketing communications is to motivate consumer behavior. The use of modern marketing communications through a variety of means can increase the effectiveness of influencing consumer behavior.

Bridging the Gap with Distance Education Students

2014 ◽  
pp. 294-307
Author(s):  
Alaattin Parlakkilic
Keyword(s):  
Social Presence ◽  
Teaching And Learning ◽  
Cognitive Theory ◽  
Theoretical Models ◽  
Education Students ◽  
Sense Of Presence ◽  
Emotional Aspects ◽  
Different Dimensions ◽  
Being There ◽  
Behavior And Cognition

Presence, a sense of “being there,” is critical to the success of designing, teaching, and learning at a distance using both synchronous and asynchronous (blended) technologies. Until recently, presence has been defined and discussed in terms of behavioral or cognitive theory. Emotional aspects of presence have been largely ignored. A theory of presence must incorporate emotions and take into consideration their interaction with behavior and cognition. In order to create, convey, and/or experience a sense of presence, it is necessary to become familiar with and take into consideration the types, modes, determinants, and dimensions of presence. In addition, it is important to recognize that when others sense your existence, it may enhance your individual sense of presence and your differentiation of self and experience of self. Further, continuing to experience and practice with technologies, in groups and sharing with others, a sense of presence will most likely increase. Presence will also be affected by expectations based on prior experience; as expectations rise, it refines ways in which presence can be experienced. Throughout this process, trust and support are critical. The concept of presence has been conceptualized differently across various theoretical models. Different dimensions of the presence in the literature can be grouped in three main categories as (place) presence, social presence, and co-presence. Presence is explored in this chapter.

Examining Design Pattern Strategies as a Means to Achieve Social Presence in the Online Classroom

2015 ◽  
pp. 22-49
Author(s):  
Araminta Matthews ◽  
Robert M. Kitchin Jr.
Keyword(s):  
Social Interaction ◽  
Social Presence ◽  
Design Pattern ◽  
Design Patterns ◽  
Course Design ◽  
Online Courses ◽  
Web Design ◽  
Online Course ◽  
Design Learning ◽  
Potential Benefits

Design patterns have received much attention across multiple design domains where social interaction is a central goal because they have great potential for capturing and sharing design knowledge. Design patterns, design pattern language, and design pattern libraries demonstrate potential benefits to novice and expert online course designers. Trends affecting the growth of online courses and resultant pitfalls negatively affecting students and instructors indicate the need for social presence design. A literature review addresses the importance of social interaction, differentiated design, learning-oriented social networking, and Web design structures in an effort to assuage the experience of isolation reported by the majority of online students. The authors argue that design patterns are a method of overcoming many of these apparent obstacles to quality online course design and learning engagement. Additionally, they present example design patterns to solve specific social interacting problems.

Prove You Are Not a Dog

2019 ◽  
pp. 201-216
Author(s):  
David J. Mulder
Keyword(s):  
Social Presence ◽  
Online Course ◽  
Instructional Designers ◽  
Online Classroom ◽  
Sense Of Presence ◽  
Desirable Feature ◽  
Real Person

Learning online can be isolating for students. Some students may prefer to be anonymous—on the outset, at least—until they feel comfortable participating in the course. Many instructors value interaction between students or between the student and the instructor, and without a sense of “presence” in the online classroom, some students will be reticent to participate. It is thus incumbent on instructors and instructional designers to create courses that foster interaction between users to develop this sense of being “a real person” online. This chapter examines the concept of social presence, articulates reasons high social presence is a desirable feature in an online course, and provides examples instructors and designers might draw upon for developing social presence in their own courses.

Creative Drawings as Intuitive Probes for Evaluating Interface Preferences

2013 ◽  
Vol 311 ◽  
pp. 360-365
Author(s):  
Tsen Yao Chang
Keyword(s):  
Product Design ◽  
Interaction Design ◽  
Design Research ◽  
Web Design ◽  
User Participation ◽  
Emotional Reactions ◽  
Emotional Engagement ◽  
Web Interface ◽  
Visual Aesthetics ◽  
Usability Tests

Achieving a balance between visual aesthetics and usability to enhance user experience has enjoyed an increasing popularity in Web design. This study combines creative drawings as intuitive probes to investigate users’ emotional reactions and needs. The basic purpose of these creative exercises is to inspire design researchers and practitioners into applying a strategy in practicable design research to probe real user experiences and create an enjoyable and effective user environment. Emotional engagement with design is vital in design research. Unfortunately, laboratory usability tests often involve complex technical and mechanical tools that discourage user participation, thus limiting the opportunity to receive feedback. The research exercise in this study includes a series of intuitive practices that engaged the participants as target users to sketch an imagined garden layout, a library landscape layout, and a personal home page. We hypothesized from their drawings that a connection exists among the users’ sketches, Web interface preferences, and a classification of personality types. Significant results were obtained: (1) Creative drawing is an effective tool in understanding the personality of a user; (2) Three graphic practices establish emotional connections with the users’ Web interface preferences and product design; and (3) User personality categorization reveals preferences in Web interface and product design. This study focused on the effect of visual aesthetics and user-friendly methods on usability assessments in response to the increasing emotional conciliation of human-computer interaction design. These findings are beneficial in keeping abreast with the developments in design creativity and the qualitative contributions of design inspiration.

User Model of Personalized Search Engine for Product Design Based on Machine Learning

2011 ◽  
Vol 460-461 ◽  
pp. 747-753
Author(s):  
Ying Shi Kang ◽  
Hai Ning Wang
Keyword(s):  
Machine Learning ◽  
Product Design ◽  
Search Engine ◽  
Interaction Design ◽  
Hot Spot ◽  
Rapid Development ◽  
Web Design ◽  
Internet Technology ◽  
Web Pages ◽  
Personalized Search

With the rapid development of internet technology, focusing on the product design of individual users, emphasizing the interaction design for Web and improving the user experience have become an inevitable trend of Web design, and also the hot spot of the design of personalized search engine. This paper proposed an optimized algorithm for building user models for product design websites. In order to show the design dimensions of Web pages presented by a browser, a concept of freshness is presented in this algorithm. By analyzing the user behavior of browsing Web pages, the model was updated using methods of machine learning. At last, the performance and effectiveness of this algorithm was analyzed and estimated through the simulation experiment.

Introduction to the special issue on marketing communications and consumer behavior

2005 ◽  
Vol 58 (3) ◽  
pp. 339-340
Author(s):  
Yves Evrard ◽  
Wayne D. Hoyer ◽  
Alain Strazzieri
Keyword(s):  
Consumer Behavior ◽  
Marketing Communications ◽  
Special Issue
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