http://hdl.handle.net/1903/2790 2013-05-19T08:03:49Z http://hdl.handle.net/1903/13592 Title: LEARNING MECHANSIMS AND HEALTH INFORMATION TECHNOLOGY Authors: Kothari, Anupama Kunal Abstract: Health information technology (HIT) is gaining momentum and widespread use globally in healthcare institutions through the implementation and use of HIT such as telemedicine and electronic medical records. Literature has discussed various aspects of health information technology such as increasing the accessibility of healthcare, improving the efficacy and reducing associated errors. However, the potential of HIT as a medium of learning has largely been ignored by extant literature. This dissertation seeks to understand the mechanisms of learning in the context of health information technologies, specifically- telemedicine and electronic medical records. The two essays investigate the characteristics of learning under telemedicine and under electronic records. The first essay uses a quantitative mode of investigation, while the second essay utilizes a qualitative mode of research. The first essay deals with telemedicine, a healthcare information technology that provides healthcare across geographic boundaries. The essay investigates how the telemedicine process facilitates synchronous learning in terms of a facilitator-learner theoretical model. It explores the impact of facilitator characteristics and learner characteristics on synchronous learning. Additionally, the essay also examines the impact of organizational variables such as technology on the relationship between learning and facilitator-learner mechanics. Data for this essay is drawn from surveys administered over several hospitals that use telemedicine in India. The second essay studies the role of electronic medical records in information dissemination and learning. In this essay, the role of electronic medical records in providing healthcare personnel with asynchronous learning opportunities is investigated. It explores the impact of individual and organizational factors on discovery learning through electronic medical records. The essay identifies factors such as case complexity, status, familiarity with technology and clinical specialty that influence learning through electronic medical records. The second essay draws on interviews of members of a healthcare team in a multiple specialty hospital that uses electronic medical records. Together, the essays explore various aspects of learning through health information technology, including synchronous learning, asynschronous learning, learning mechanics and motivations for learning. 2012-01-01T00:00:00Z http://hdl.handle.net/1903/13094 Title: Marketing Applications of Social Tagging Networks Authors: Nam, Hyoryung Abstract: This dissertation focuses on marketing applications of social tagging networks. Social tagging is a new way to share and categorize content, allowing users to express their perceptions and feelings with respect to concepts such as brands and firms with their own keywords, “tags.” The associative information in social tagging networks provides marketers with a rich source of information reflecting consumers’ mental representations of a brand/firm/product. The first essay presents a methodology to create “social tag maps,” brand associative networks derived from social tags. The proposed approach reflects a significant improvement towards understanding brand associations compared to conventional techniques (e.g., brand concept maps and recent text mining techniques), and helps marketers to track real-time updates in a brand’s associative network and dynamically visualize the relative competitive position of their brand. The second essay investigates how information contained in social tags acts as proxy measures of brand assets that track and predict the financial valuation of firms using the data collected from a social bookmarking website, del.icio.us, for 61 firms across 16 industries. The results suggest that brand asset metrics based on social tags explain stock return. Specifically, an increase in social attention and connectedness to competitors is shown to be positively related to stock return for less prominent brands, while for prominent brands associative uniqueness and evaluation valence is found to be more significantly related to stock return. The findings suggest to marketing practitioners a new way to proactively improve brand assets for impacting a firm’s financial performance. The third essay investigates whether the position of products on social tagging networks can predict sales dynamics. We find that (1) books in long tail can increase sales by being strongly linked to well-known keywords with high degree centrality and (2) top sellers can be better sellers by creating dense content clusters rather than connecting them to well-known keywords with high degree centrality. Our findings suggest that marketing managers better understand a user community’s perception of products and potentially influence product sales by taking into account the positioning of their products within social tagging networks. 2012-01-01T00:00:00Z http://hdl.handle.net/1903/13020 Title: Consumption and the Dynamics of Consumer Choice Authors: Arens, Zachary Glenn Abstract: This dissertation includes three essays that investigate how aspects of the choice process influence consumption, attitudes and motivation. The first essay explores how the stage of consumption of the chosen alternative influences the attractiveness of a forgone alternative. Dozens of studies over the past fifty years have consistently shown that after making a choice between two attractive alternatives the forgone alternative decreases in attractiveness. However previous research has only compared the value of the forgone alternative before and after making a choice. This essay demonstrates that this devaluation effect only lasts until the chosen alternative has been consumed, at which point it rebounds in attractiveness. We show that this devaluation provides a way to avoid distraction while pursing the chosen alternative, supporting recent views on cognitive dissonance theory. The second essay demonstrates the importance of measuring the dual processes by which consumers make consumption decisions. Although most firms measure customer satisfaction, this metric only reflects an explicit decision-making process. The implicit process can be captured by measuring the impulsiveness with which consumers make decisions. Impulsiveness metrics are just as strongly related to firm value and customer behavior as satisfaction metrics, and in combination they provide a more comprehensive prediction. The third essay explores substitution effectiveness. Consumers often consume replacement products as substitutes for an unattained product. This research investigates how the similarity between the products influences how effectively products substitute for each other. Consumers tend to believe that replacement products become more effective substitutes for an unattained product as they increase in similarity. However in contrast to this belief, this research shows that moderately similar replacements are more effective than highly similar products at satisfying the desire for the unattained product. This relationship reverses at low levels of similarity where moderate similarity replacements are more effective substitutes than low similarity replacements. 2012-01-01T00:00:00Z http://hdl.handle.net/1903/11970 Title: ESSAYS ON MARKETING MODEL APPLICATIONS FOR ONLINE AND OFFLINE COMMUNITIES Authors: Gao, Jing Abstract: Social interactions in a community influence perceptions and values of members of the community. Recently Web 2.0 technologies have stimulated rapid growth of online communities, where communications between participants are made much easier. It is important to study how participants' behaviors and preferences are affected by their communities. In my dissertation, I develop quantitative marketing models to empirically study perceptions and attitudes of participants in online and offline communities. Essay 1 examines an offline community, distributor community in multi-level marketing organizations. We propose a spatial model to understand the determinants of distributor satisfaction and simultaneously account for biases in measures in the context of cross-country marketing operations. We define an attribute-space using measures such as sales momentum and effort expended on business by distributors. The relationship between distributor satisfaction and its drivers varies within this attribute-space and across markets. Based on survey data from a large multi-national multilevel marketing firm, we empirically illustrate how marketing control variables impact distributor satisfaction scores across countries after controlling for biases. We also discuss the resource allocation implications based on the study. Essay 2 studies an online community, online bargain hunting forum. We investigate whether and how online discussions posted by active participants affect the interest and preference of the silent majority. We collect data from a major bargain hunting forum. Our analysis of the online discussions goes beyond measures of volume and valence, and delves into the specific contents of discussions posted in the forum. We classify the contents into a range of specific categories, and develop a Bayesian Poisson-Binomial model to examine how silent viewers' interest in and preference for a featured deal are influenced by the discussions, while controlling for many other factors. Our results show that the content of discussions posted by active participants indeed affects the silent viewers' interest in and preference for a featured deal, and that the effects are different across the specific categories of content. Our findings demonstrate that marketers can benefit from monitoring activities in online bargaining hunting forums, and suggest ways for them to participating in these forums. 2011-01-01T00:00:00Z