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1 Ravi Vatrapu vatrapu@cbs.dk Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012http://www.facebook.com/group.php?gid=133258548012 Etherpad: http://ietherpad.com/7y3drhMCnqhttp://ietherpad.com/7y3drhMCnq Thursday, 10-Feb-2011 EB22: Online Marketing: Lecture 05 Auditorium 4, ITU, Copenhagen, Denmark Online Communities: Discussion Boards B OUSH, D. & K AHLE, L.(2005). What, and How, We Can Learn From Online Consumer Discussion Groups? Chapter 04 of Online Consumer Psychology.
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Online Discussions-1 Time-shifting (asynchronous, synchronous) Place-shifting (collocated, distributed) Anonymity (none, pseudo, real) Scale (small, medium, large) Research Access (low, moderate, high) Archive Threaded Discussion Boards Asynchronous & Distributed Hierarchical tree structures 2
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Online Discussions-2 Word-of-Mouth (WoM) & Word-on-Line (WoL) Example: Movies Newspapers—Radio/TV—IMDB/Rotten Tomatoes Twitter Effect? http://tinyurl.com/mua3tt 3
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Three Marketing Perspectives Online Discussion Boards as: 1.Communities 2.Conversation 3.Text 4
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Descriptive Framework Levels of Analysis Community Characteristics Participant Characteristics Message Characteristics Media Characteristics 5
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Community Characteristics Purpose Organization and Structure Membership Rules Norms Cohesion Continuity Context 6
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Participant Characteristics Demographics Attitudes & Values Knowledge & Expertise Personal Disclosure Motivation Role 7
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Message Characteristics Structure Tone Formality Conflict Politeness Emotion Content 8
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Media Characteristics Copresence Visibility Audibility Contemporality Simultaneity Sequentiality Reviewability Revisability 9 Clark, H. H., & Brennan, S. E. (1991). Grounding in communication. In L. B. Resnick, J. M. Levine & S. D. Teasley (Eds.), Perspectives on Socially Shared Cognition (pp. 127-149): American Psychological Association.
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Discussion Sentiment Analysis http://tinyurl.com/q3thyf Digital Positivism Civic Panoptican 10
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