bluuebunny/crossref_metadata_2025 huggingface dataset:
Citizen Marketing
Authors: Brown Ruth E.
Published: May 2010

This chapter explores citizen marketing, which refers to consumers voluntarily posting product information based on their knowledge and experience. The product information may take the form of opinions, reviews, videos, ads, or entire websites; it is persuasive in that it meets a consumer need for credible peer review of products. Research into information spread by word-of-mouth provides the theoretical foundation for citizen marketing. Because it is found on the Internet where word spreads quickly, citizen marketing empowers individuals to bring change in the form of product design or price. The chapter examines how mainstream marketers are trying to channel citizen marketing through various means, including unfiltered peer-to-peer interaction on product websites.
The Past, Present, and Future of Podcasting
Authors: Burns Joseph E.
Published: May 2010

Thanks to the friendship of an XML programmer and an ex-MTV video jock, the first podcast took place in July of 2003 by automatically streaming a single audio file half way around the world. Four months later Apple Computer, Inc. proved that its personal listening device, the iPod, could synch with a new program called iTunes and download files using the same technology. Since then podcasting has grown at a remarkable rate. In 2007, over 65 million people had used an RSS feed to download a podcast. Literally, millions of podcasts are currently available covering every topic imaginable. The broadcast media have begun to use podcasting as a method of time shifting programming. Educators are using podcasting for reaching out to students. Businesses are using podcasting as a marketing tool. Music artists are using the format to promote themselves and sell their records. The commercial future of podcasting appears to be in the area of advertising and broadcasting.
The Rise of the Chinese Blogosphere
Authors: Tai Zixue
Published: May 2010

In comparison with the USA and Europe, the Chinese blogosphere was off to a later start; however, it has experienced phenomenal growth since its formal birth in 2002. Now China boasts by far the largest blogging community in the world, surpassing the blogger population in the United States and Europe combined. Chinese bloggers are among the first globally to both actively engage in blog writing and reading. Although the Chinese blogosphere has closely followed the global path of technological innovation and ingenuity, it has taken many of its own unique twists and turns in terms of its creative uses and impact on the social, political and cultural contexts of Chinese society. Focusing on the popularization of blogs, mainstreaming, and commercialization of the global cyber culture in China, this chapter paints a portrait of a Chinese blogger. Due to the omnipresent state control of cyberspace and heavy-handed state censoring of online information, most Chinese bloggers have shied away from politically sensitive and subversive issues and topics. The most popular blogging topics include the documentation of personal experiences and the expression of individual viewpoints on a wide range of topics; these topics are followed by hobbies, entertainment, and amusement.
A Social Capital Perspective on Collaboration and Web 2.0
Authors: Widén-Wulff Gunilla , Tötterman Anna-Karin
Published: May 2010

Social interaction technologies can successfully employ the previously untapped power of the web to utilize the collaborative creation of information and user-driven content. In this chapter, the social capital framework is applied to illustrate how Web 2.0 tools and techniques can support effective information and knowledge management in organizations. Interactions within and between organizations generate important practices that underscore the role of social capital. Managing social capital for effective knowledge sharing is a complex process, and Web 2.0 lends some support for organizations by creating a new culture of voluntary, contributive, and collaborative participation. The argument is made that Web 2.0 technologies can be seen as important tools that can bridge the creation and sharing of knowledge in diverse organizational contexts.
Social Capital, Social Networks, and the Social Web
Authors: Mukherjee Dhrubodhi
Published: May 2010

Social interaction technologies create communicative possibilities that go beyond dyadic interactions and across physical boundaries, bringing a qualitative shift in the functioning of the Internet. The present chapter employs social capital and social networks perspectives to identify the social determinants of virtual volunteering in the age of Web 2.0, explores the social motivation of volunteers who perform tasks using the Social Web in the context of online volunteering, and addresses the dynamic interplay of social capital, social networks, and the Social Web with implications for virtual volunteering. The argument furthered is that active participation in social networks generates social capital and facilitates the development of the Social Web.
Using Notification Systems to Create Social Places for Online Learning
Authors: Laffey James M. , Amelung Christopher J.
Published: May 2010

Context-aware activity notification systems have potential to improve and support the social experience of online learning. The authors of this chapter have developed a Context-aware Activity Notification System (CANS) that monitors online learning activities and represents relevant contextual information by providing notification and making the learning activity salient to other participants. The chapter describes previous efforts to develop and support online learning context awareness systems; it also defines the critical components and features of such a system. It is argued that notification systems can provide methods for using the context of activity to support members’ understanding of the meaning of activity. When designed and implemented effectively, CANS can turn course management systems (CMS) into technologies of social interaction to support the social requirements of learning.
Educational Podcasting
Authors: McLoughlin Catherine , Lee Mark J.W.
Published: May 2010

The proliferation of Web 2.0 technologies generates a new wave of online behavior, distributed collaboration, and social interaction. They are already having a transformative effect on education, triggering changes in how teachers and students communicate and learn. The chapter illustrates the new forms of learning, communication, and participation enabled by podcasting and the pedagogical innovations that are possible with this audio-based Web 2.0 technology. Beyond having access to a wider range of content, learners can engage in creative authorship by producing and manipulating digital audio content and making it available for consumption and critique by classmates, teachers, and a wider audience on the web. A range of podcasting activities are described in contemporary learning environments. The emphasis is on tertiary education settings where students are engaged in content creation, self-directed learning, and metacognitive skill development. These examples are discussed in terms of how they are indicative of the pedagogical choices now available to teachers and learners.
Commerce and Gender
Authors: Sadowska Noemi Maria
Published: May 2010

Internet technology presented the women’s magazine industry with new prospects for publishing and user interaction. The case of BEME.com, the UK online commercial portal targeting female users, exemplifies the tendency for a commercial context to trade in and on gender stereotypes instead of pursuing opportunities for novel conceptions of interaction with users. Contemporary design practices together with a feminist framework are drawn on to explore these issues. It is argued that although design managers and producers might have been aware of the Internet potential to foster new forms of interactive spaces for female users, these advances did not fit within the existing business models of commercial portals. The notions of “becoming” and “user interaction” are suggested as alternative approaches to the development of female oriented Internet portals.
Online Participation
Authors: Donelan Helen , Herman Clem , Kear Karen , Kirkup Gill
Published: May 2010

Social interaction technologies present women with powerful tools to extend their network of professional contacts. This chapter considers the use of online networks by professional women, specifically those working in science, engineering, and technology, who may face particular barriers in advancing their careers; it explores the potential offered by online participation and interaction for overcoming these difficulties. Recent discussions about women’s networks and networking strategies are extended, and the authors investigate how these strategies are being affected by the growth and evolution of online social networking. Different approaches to online networking for career development are discussed, together with an examination of associated Internet and Web 2.0 technologies and the potential these approaches and tools present to women working in science, engineering, and technology.
Women Bloggers Seeking Validation and Financial Recompense in the Blogosphere
Authors: Pedersen Sarah
Published: May 2010

Previous researchers investigating motivations for blogging have suggested mainly intangible benefits; for instance, documenting the author’s life, providing commentary and opinions, expressing deeply felt emotions, working out ideas through writing, and forming and maintaining communities and forums. The research detailed in this chapter focuses on the materialistic motivations of women bloggers in the U.K. and U.S. The author suggests that a need for validation and a strong financial stimulus should be added to this list of incentives.
Personal Blogging
Authors: Guadagno Rosanna E. , Eno Cassie A. , Okdie Bradley M.
Published: May 2010

The present chapter examines current research of blogging practices; it focuses on the personal blog, a blog created and maintained by an individual and not used for financial or occupational gain. The authors maintain that individual difference factors, such as personality and gender, may contribute to differences in likelihood to blog, motivation to blog, and blog content. The authors argue that the same factors that allow for differentiation of individuals in more classic self-expressive communication modalities (e.g., journaling) may also delineate individuals in new modes of online communication and self-expression. However, these factors may manifest themselves differently over more contemporary methods of self-expression and communication. The authors conclude that bloggers and blog readership appear to be steadily growing, making this area of online self-expression increasingly deserving of scientific inquiry.
Audience Replies to Character Blogs as Parasocial Relationships
Authors: Robinson James D. , Agne Robert
Published: May 2010

News anchors, talk show hosts, and soap opera characters often become objects of parasocial affection because of the nature of these program genres. This chapter explores the concept of parasocial interaction by focusing on audience replies to blog posts made on behalf of a TV character, Jessica Buchanan of ABC Television Network’s One Life to Live show. The authors employ communication accommodation theory to illuminate the concept and to identify specific communicative behaviors that occur during parasocial interaction. The chapter presents evidence of parasocial interaction within the blog replies and audience accommodation to the blog posts. Analysis suggests that parasocial interaction is the mediated manifestation of the relationship dimension inherent in television messages and used by audience members in much the same way it is used during face-to-face interaction.
Situating Social Identity through Language Convergence in Online Groups
Authors: Crabill Scott L.
Published: May 2010

According to social identity theory, individuals create and maintain their social identity through group membership. During face-to-face interactions within a group, people assess various verbal and nonverbal cues to influence the perceptions of themselves by others. However, in the context of online communication these cues are not as readily available. A screen name can be viewed as part of an individual’s “social identity creation”; a message that members of online discussion boards interpret and react to while trying to situate themselves within the group. This chapter explores how language convergence can function as a cue that facilitates situating social identity within online in-groups. Results of a content analysis of 400 screen names suggest that the screen names of discussion board members serve as an organizing variable for participants to situate themselves socially within the context of online interaction.
Blogs and Forums in a Presidential Election Process in Turkey
Authors: Uluç Güliz , Yilmaz Mehmet , Isikdag Umit
Published: May 2010

Internet forums and weblogs have been institutionalized as an integral part of the political communication system. Political candidates, interest groups, and other political actors increasingly employ the Internet as a communication tool. Weblogs and online discussion forums are recognized as new democratic meeting places. This chapter investigates the role of political blogs and forums in the 2007 presidential election in Turkey and focuses on the interaction between political actors and the citizens. The content of 270 top-rated blogs and 15 discussion forums posted between April and September of 2007 was analyzed. The findings indicate that blogs and forums function as enablers of political dialogue and facilitate political participation and civic interaction. The conclusion is drawn that blogs and forums have emerged as innovative modes of political communication in Turkey resulting in a broad interchange of diverse political opinions in the political arena.
Wiki Journalism
Authors: Burns Joseph E.
Published: May 2010

Wiki journalism is a format of participatory journalism in which citizens are encouraged to add to, or modify, a wiki-based news story. Although the process is relatively new and the mainstream media still seem wary to accept the concept, the public has begun to recognize the potential of wiki journalism as a form of reporting. Wiki journalism has claimed success in the primary coverage of large news stories (for example, Hurricane Katrina in 2005 and the Virginia Tech shooting in 2007) and in being the first source to provide images, sound, and first-hand accounts. The technology is already in place for citizenbased journalism to become a true new branch of media. However, critics of wiki journalism point out that this type of journalism is often based more on opinion than fact. Another concern is that when it comes to journalistic ethics and the law, participatory media do not function under the same set of rules as the traditional media. The author maintains that the future of wiki journalism depends on whether or not this novel news format can stand on its own.
Public Intimacy and the New Face (Book) of Surveillance
Authors: Baruh Lemi , Soysal Levent
Published: May 2010

In recent years, social media have become an important avenue for self-expression. At the same time, the ease with which individuals disclose their private information has added to an already heated debate about the privacy implications of interactive media. This chapter investigates the relationship between disclosure of personal information in social media and two related trends; the increasing value of subjective or private experience as a social currency and the evolving nature of automated dataveillance. The author argues that the results of the extended ability of individuals to negotiate their identity through social media are contradictory. The information revealed to communicate the complexity of one’s identity becomes an extensive source of data about individuals, thereby contributing to the functioning of a new regime of surveillance.
Emerging Online Democracy
Authors: Kelshaw Todd , Lemesianou Christine A.
Published: May 2010

The emergence and development of Web 2.0 has enabled new modes of social interaction that are potentially democratic, both within and across digitally mediated venues. Web-based interaction offers unlimited opportunities for organizing across geographic, demographic, and contextual boundaries, with ramifications in professional networking, political action, friendships, romances, learning, recreation, and entertainment. The wrangling between formal and informal modes of discursive control ensures perpetual dynamism and innovation; the wrangling also offers the promise that diverse voices are not only welcome but also potentially responsive and responsible. The conclusion advocated is the importance of paying attention to these tendencies since they demonstrate that the web’s proclivities for decentralization and pluralism do not necessarily lead to relativistic and nihilistic hypertextuality but to potentially novel forms of shared social control.
Neogeography
Authors: Gelernter Judith
Published: May 2010

Neogeography refers to geography in the Web 2.0 style. The practice of neogeography shares the characteristics of other social interactive technologies as it represents a collaborative effort by the general public rather than professionals. Volunteer-supplied geographic tags may assume informational value beyond entertainment. Their potential is tempered by problems stemming from its novelty. For instance, neogeography-related websites provide different ways for people to contribute tags, photographs, locations, and commentary. More serious concerns are whether data and commentary are accurate and whether photographs can be an invasion of privacy. Assuming we come to terms with these concerns and there is a future for neogeography, the next generation of applications might change in appearance, mode of access, and the sorts of layered geographical information that might be added above a map.
Representing and Sharing Tagging Data Using the Social Semantic Cloud of Tags
Authors: Kim Hak-Lae , Breslin John G. , Decker Stefan , Kim Hong-Gee
Published: May 2010

Social tagging has become an essential element for Web 2.0 and the emerging Semantic Web applications. With the rise of Web 2.0, websites that provide content creation and sharing features have become extremely popular. These sites allow users to categorize and browse content using tags (i.e., free-text keyword topics). However, the tagging structures or folksonomies created by users and communities are often interlocked with a particular site and cannot be reused in a different system or by a different client. This chapter presents a model for expressing the structure, features, and relations among tags in different Web 2.0 sites. The model, termed the Social Semantic Cloud of Tags (SCOT), allows for the exchange of semantic tag metadata and reuse of tags in various social software applications.
The Usability of Social Software
Authors: Uden Lorna , Eardley Alan
Published: May 2010

Emergent Web 2.0 technologies and applications (such as blogs, wikis, podcasts, mashups, and folksonomies) present a range of opportunities and benefits and are increasingly used by people to interact with each other. Despite the growing popularity of social software, there is a lack of research on the usability of these tools. This chapter focuses on how users interact with Web 2.0 technology, discusses a conceptual framework for a usability evaluation of social software, describes the different types of social software applications, and offers guidelines for their usability evaluation. The argument advanced is that social software usability should be viewed as a set of principles and practices aimed to deliver more service-orientated Web 2.0-based applications.
Social Technologies and the Digital Commons
Authors: da Rimini Francesca
Published: May 2010

This chapter investigates the premise that software is culture. It explores this proposition through the lens of peer production, of knowledge-based goods circulating in the electronic space of a digital commons, and the material space of free media labs. Computing history reveals that technological development has typically been influenced by external sociopolitical forces. However, with the advent of the Internet and the free software movement, such development is no longer solely shaped by an elite class. Dyne; bolic, Streamtime and the Container Project are three autonomously-managed projects that combine social technologies and cooperative labour with cultural activism. Innovative digital staging platforms enable creative expression by marginalised communities, and assist movements for social change. The author flags new social relations and shared social imaginaries generated in the nexus between open code and democratic media. In so doing the author aims to contribute tangible, inspiring examples to the emerging interdisciplinary field of software studies.
Instructional Technology Theory for Online Teaching/Learning System
Authors: Lee Chao
Published: May 2010

In Chapter I, a brief introduction to open source tools is presented. The discussion indicates that open source tools are necessary for an online teaching/learning system. As mentioned in Chapter I, this book will use the ADDIE model as a guideline for the development of an online teaching/learning system and online course materials. Along with the development process, the open source tools will be introduced to accomplish the tasks in each phase of the development. Chapter I points out that it is possible to use open source tools to develop an entire online teaching/learning system. However, the development process is complicated and involves various technologies. Therefore, before an online teaching/ learning system can be implemented, it is necessary to carefully design such a system and the development process should be thoroughly planned. The theory of instructional technology provides a guideline for developing a successful online teaching/learning system. It will be beneficial for the development of an online teaching/learning system if the developers of the system know how to apply the instructional technology theory to the development process.
Technology Requirements of Online Teaching / Learning Systems
Authors: Lee Chao
Published: May 2010

The previous chapter introduced the general instructional technology theory and went through the application of the ADDIE model for the development of an online teaching/learning system and online course materials. It also analyzed the requirements of an online teaching/learning system and provided the procedures to collect the requirement related information. The requirement analysis is covered by the first phase of the ADDIE model. This chapter translates the requirement related information into technical terms.
Server Development and Management
Authors: Lee Chao
Published: May 2010

In the previous chapter, we discussed the topics related to networks to construct the infrastructure of an online teaching/learning system. A network consists of servers, clients, and network devices. In this chapter, we will investigate how the open source tools are used in the server development for the online teaching/learning system. Servers are computer systems used to host and manage the resources that can be accessed by users with proper permissions through the network. In the online teaching/learning system, servers are used to manage networks, databases, application software, security, and so on. To manage a large number of services needed by the online teaching/learning management system, a server is often run by an enterprise-level server operating system. Many of the open source operating systems, especially Linux, can handle the job. In this chapter, we will discuss server computer systems and enterprise-level open source server operating systems.
Design and Development of Online Course Materials
Authors: Lee Chao
Published: May 2010

In the previous chapter, we discussed client computers, desktop operating systems and desktop environments. A desktop environment is the platform where most of the online course materials will be developed. This chapter will focus on course material development with open source technologies. The first part of this chapter is a brief introduction of instructional design and instructional technology theories. We will discuss the development cycle of technology based course materials. The theories of instructional design and instructional technology will be used to guide the development process. After the introduction, we will look at some of the open source tools that can be used to develop online course materials. We will have some detailed discussion on the open source Web authoring, multimedia, and collaboration tools. We will explore the options we may have and the functionalities provided by these open source tools.
Constructing a Model of the Adoption of New Technologies of U-Commerce
Authors: Hung Humphry , Cho Vincent , Wong Y.H.
Published: May 2010

The rapid growth of u-commerce, the new generation of e-commerce, together with the need for the adoption of new technologies, has necessitated the need for effective organizational changes to this challenging and eminent trend. The authors posit that firms should explore the consumers’ perception of u-commerce and further exploit the strategic advantages of u-commerce with reference to their adoption of new u-commerce technologies. They propose a conceptual reference framework for helping organizations deal with this dynamic situation.
Planning for the Introduction of Mobile Applications to Support the Sales Force
Authors: BenMoussa Chihab
Published: May 2010

Performance gains from SFA investments have often been obstructed by the sales force’s unwillingness to accept and use available systems. Studies show that a strong reason for resistance by the sales force to the technology is the failure to convince salespeople of the advantages and benefits of the new technology. Consequently firms face the challenge of selecting SFA technologies that their sales force will perceive as valuable and accept to use to enhance its performance. This issue becomes more challenging when it comes to introducing emerging technologies such as mobile technologies, where there is a risk of falling into the trap of overestimating/underestimating their potential value. The present study proposes a value-based approach for planning the introduction of Mobile applications to support the sales force. The approach suggested provides guidelines on how to determine whether or not mobile technologies would add value to the sales force before those technologies actually get selected and implemented. Good planning of SFA investment would help firms avoid resistance of the sales force towards the implemented systems, rather than having to treat it at the post-implementation stage.
U-Commerce in the Financial Marketspace
Authors: Yap Alexander Y.
Published: May 2010

The mission of this chapter is to investigate (1) how u-commerce is made available by online brokerage agents and the different interfaces they provide via mobile phone transactions, computer transactions, and/or land-line telephone transactions (either thru broker assisted transactions or interactive voiceresponse phone systems), (2) how the anytime anywhere demand and supply of financial knowledge and availability or non-availability of ubiquitous trading tools and systems affect the behavior of traders and investors in the financial market, and (3) to what extent ubiquity of information and systems tools are regulated in relation to stock trading, stock manipulation, and global volatility of financial markets.
Developing a Software Agent for Establishing a Convenient Customer-Driven Group-Buying Mechanism
Authors: Chen Toly , Wang Yi-Chi , Tsai Horng-Ren , Lin Yu-Cheng
Published: May 2010

Group-buying (or volume discount) is a promising field in electronic commerce for applying software agent technologies. In a traditional group-buying mechanism, either a customer or the supplier calls up a sufficient number of buyers for a target item, and then coordinates the actions of all participants during the whole process. Most participants involved in a group-buying project are passive. Studies in this field were therefore focused on developing an effective mechanism so as to enhance the utility of every participant in a fair way. However, the utility of a customer can only be maximized if the customer can buy the item he/she personally needs at a possibly lowest price, not just an item recommended by another customer or the supplier that he/she is supposed to like. In other words, it would be more flexible if every customer can initiate a group-buying project of his/her own for the item he/she personally needs in a convenient way. As a result, there will be multiple group-buying projects for multiple target items at the same time. To this end, a software agent is developed in this study to make every customer easily reach the web page he/she browses for a target item for group-buying. The data of the item will be automatically extracted and uploaded onto a website which then informs every registered user of the group-buying project of this item. Requests for the same item will be combined, and there are always multiple target items on the website for group-buying at the same time. As a result, cross group-buying becomes possible. An experimental system is constructed in this study to demonstrate the applicability of the software agent. Its advantages and/or disadvantages are also discussed.
Trust Models for Ubiquitous Mobile Systems
Authors: Burmester Mike
Published: May 2010

This chapter introduces the notion of trust as a means to establish security in ubiquitous mobile network systems. It argues that trust is an essential requirement to enable security in any open network environments, and in particular, in wireless ad hoc environments where there is no network topology. In such environments, communication can only be achieved via routes that have to be trusted. In general it may be hard, or even impossible, to establish, recall, and maintain trust relationships. It is therefore important to understand the limitations of such environments and to find mechanisms that may support trust either explicitly or implicitly. We consider several models that can be used to enable trust in such environments, based on economic, insurance, information flow, and evolutionary paradigms.
Evolving Information Ecologies
Authors: Westh Nicolajsen Hanne , Bansler Jorgen P.
Published: May 2010

This chapter examines how people in organizations appropriate new computer-based media, that is, how they adopt, reconfigure, and integrate advanced communication technologies such as groupware or desktop conferencing systems into their work practice. The chapter presents and analyzes findings from an in-depth field study of the adoption and use of a Web-based groupware application—a “virtual workspace”—in a large multinational firm. The analysis focuses, in particular, on the fact that people in modern organizations have plenty of media at their disposal and often combine old and new media to accomplish their work tasks. Furthermore, it highlights the crucial role of organizational communication genres in shaping how people adopt and use new media. The authors argue that understanding and facilitating the process of appropriation is the key to the successful introduction of new media in organizations.
Assessing Teaching and Students' Meaningful Learning Processes in an E-Learning Course
Authors: Hakkarainen Päivi , Saarelainen Tarja , Ruokamo Heli
Published: May 2010

In this chapter the authors report on the assessment framework and practices that they applied to the e-learning version of the Network Management course at the University of Lapland’s Faculty of Social Sciences. The objective of the assessment was to examine students’ perspective regarding how a digital video-supported, case-based teaching approach supported students’ meaningful learning. The model for teaching and meaningful learning (TML) was used as the theoretical assessment framework. To answer the research questions, the authors gathered data through questionnaires completed by the students. The assessment provided them with evidence concerning the student perspective on teaching and learning processes during the e-learning course. The authors will describe and discuss this evidence in this chapter. In addition, they discuss the strengths and limitations of the assessment framework, and practices that they applied to the Network Management course.
Learning and Assessment with Virtual Worlds
Authors: Hobbs Mike , Brown Elaine , Gordon Marie
Published: May 2010

This chapter provides an introduction to learning and teaching in the virtual world Second Life (SL). It focuses on the nature of the environment and the constructivist cognitive approach to learning that it supports. The authors present detailed accounts of two case studies and provide preliminary analysis of the way in which the environment helps students to achieve both explicit and implicit learning outcomes. The formal assessment for these studies allowed the content, style, narrative and working pattern to be decided by the students. They believe that this approach provides a useful stepping stone between content driven and problem-based teaching techniques. Initial results seem to indicate that students have brought in learning from other areas with a mature approach that enhances their transferable skills in group work, project management and problem based learning. The authors suggest that loosely specified assessments with suitable scaffolding, within the rich environment of Second Life, can be used to help students develop independent, self motivated learning. To support this they map criteria from problembased learning literature and link the learning experience to types of learner.
A Faculty Approach to Implementing Advanced, E-Learning Dependent, Formative and Summative Assessment Practices
Authors: White Paul , Duncan Greg
Published: May 2010

This chapter describes innovative approaches to E-Learning and related assessment, driven by a Faculty Teaching and Learning Technologies Committee within the Faculty of Pharmacy, Monash University, Australia. Using this group as a driver, we have caused institutional change in a Faculty that was previously quite traditional in its approach to teaching and assessment. The authors implemented a strategy for the pilot testing and broad adoption of innovative technologies, using a purpose-driven approach. They have used a range of technologies to increase the level of formative assessment that occurs during lectures to large student cohorts. They have used an audience response system to allow students to test and improve a range of cognitive skills in an “active” lecture environment; they will present an evaluation of this tool. The authors found that student perceptions of the level of feedback rose with the use of the audience response system, as did their perceived use of critical thinking skills. They further discuss the benefits and limitations of the use of audience response systems within the chapter and discuss our use of E-Learning technologies for summative assessment purposes.
Issues in Peer Assessment and E-Learning
Authors: Benson Robyn
Published: May 2010

This chapter addresses some issues relating to the use of e-learning tools and environments for implementing peer assessment. It aims to weigh up the opportunities and the challenges that are offered by considering peer assessment for learning and peer assessment of learning. In doing this, reference is made to some of the general issues that arise in implementing peer assessment in higher education, as well as to the functionalities of e-learning tools and environments, and the characteristics of those who use them in this context (teachers and students). Discussion of opportunities focuses on strategies for peer assessment available from tools and environments that are categorized as pre-Web 2.0 (and continuing) technologies, Web 2.0 technologies, and ‘other tools’. Consideration of challenges focuses on the characteristics and requirements of teachers and students as users. It is concluded that opportunities outweigh challenges, particularly in relation to peer assessment for learning, but that peer assessment of learning is more challenging and likely to be more limited in uptake because of the expectations that are placed on users. It is also noted that the capacities offered by Web 2.0 technologies for peer-based relationships and interaction with content present both an opportunity and a challenge which may have future implications for the role of the teacher and for supporting a reconceptualization of how evidence used for peer assessment of learning is presented and judged.
Designing, Implementing and Evaluating a Self-and-Peer Assessment Tool for E-Learning Environments
Authors: Tucker Richard , Fermelis Jan , Palmer Stuart
Published: May 2010

There is considerable evidence of student scepticism regarding the purpose of team assignments and high levels of concern for the fairness of assessment when all team members receive the same grade. This chapter considers online self-and-peer assessment (SAPA) as a fair, valid and reliable method of assessing team processes and individualising grades. A pilot study is detailed that evaluated an online self-and-peer continuous assessment (SAPCA–a particular form of SAPA) tool originally developed for small classes of architecture students. The tool was adapted for large classes of up to 1,000 business communication students in a semester. The student sample trialling SAPCA studied on three dispersed campuses, as well as in off-campus and off-shore modes. The chapter proceeds from a literature review of SAPA, to a description of findings from four years of research, testing and development, and finally to a case study of SAPCA implementation with a total of 1,800 students enrolled in a business communication program.
Is Learning as Effective When Studying Using a Mobile Device Compared to Other Methods?
Authors: Armatas Christine , Saliba Anthony
Published: May 2010

A concern with E-Learning environments is whether students achieve superior or equivalent learning outcomes to those obtained through traditional methods. In this chapter the authors present the results of a research study comparing students’ learning outcomes with four different delivery methods - printed study material, lecture format, computers and “smart” mobile phones. The results of our study show that learning outcomes are similar when students study by using a computer, mobile phone, or lecture format, while studying with print material yields slightly superior test results. These findings are discussed in the context of the type of learning used in the study and the factors that impact on the effectiveness of using mobile phones for learning purposes, such as learning styles and attitudes to computers. The authors conclude the chapter by briefly discussing developments in mobile technologies and the opportunities they present for mobile learning.
Service Quality of E-Commerce for Global Consumers
Authors: Shareef Mahmud Akhter , Dwivedi Yogesh K. , Williams Michael D. , Singh Nitish
Published: May 2010

Customers’ perception and expectation of service quality dimensions for any field, whereas it is traditional commerce or EC, has a close relation with adoption of that system, and is significantly depend on cultural diversity of the customers. Service quality of a business, in the present competitive market, plays a very sensitive role in positive perception of that business and thus acceptance, use, and adoption. Since EC is inherently global, global consumers’ perception of service quality, grounded on cultural and social diversity, is a potential criterion to be addressed and analyzed. This chapter of the book is designed to conceptualize some general idea about expectation and performance of different service quality attributes for B2C EC as revealed by different researchers.
Global Quality Management Practice for E-Commerce
Authors: Shareef Mahmud Akhter , Dwivedi Yogesh K. , Williams Michael D. , Singh Nitish
Published: May 2010

Since Internet is the primary driving force of E-Commerce (EC), it has global phenomena. Consequently, Internet market is diffusing from the west to the east. Nevertheless, cultural, political, economical, technological, social, and overall attitudinal diversity create irresistible barriers for free movement of EC. In this aspect, quality standardization for EC is utmost important. Because quality experts believe that only quality improvement and standardization can provide EC acceptance by global consumers. Expansion of EC from developed countries to developing countries creates an opportunity to redefine the paradigms of quality management practice (QMP) appropriate for global diffusion of EC. This chapter illustrates some related concepts of quality, quality improvement, and different aspects of quality for EC to shed light on QMP.
Globalization and Relevant Strategy for E-Commerce
Authors: Shareef Mahmud Akhter , Dwivedi Yogesh K. , Williams Michael D. , Singh Nitish
Published: May 2010

This current conceptual study reviews the literature of globalization and EC, and reveals three independent variables that help to determine, initially, whether a regionalization or globalization approach is most compliant with B2C EC. These variables are customer adoption of B2C EC across countries, the external environment, and customer perception of EC quality. If globalization is currently complying with the EC operation, then this study suggests a sequential adoption of a globalization strategy. It should begin with customization for segmented markets, then modify the marketing mix for integrated segmented markets, and end with a standardized globalization approach for a homogenous market.
Culturally Customizing International Web Sites
Authors: Shareef Mahmud Akhter , Dwivedi Yogesh K. , Williams Michael D. , Singh Nitish
Published: May 2010

As global e-commerce is expanding and the global online marketplace is becoming more lucrative for marketers, there is a surge in proliferation of international Web sites. However, most marketers equate their ability to tap the global online market by simply creating multilingual international Web sites. This chapter shows that effective international Web presence is not just about translating a Web site into local language. A truly localized Web site is one that is linguistically, technically and most importantly culturally customized to locale-specific requirements. This chapter provides insights into the importance and impact of Web site cultural customization on consumer perceptions of international Web sites.
A Cultural Perspective on Web Site Localization
Authors: Shareef Mahmud Akhter , Dwivedi Yogesh K. , Williams Michael D. , Singh Nitish
Published: May 2010

For the last two decades, companies have been increasingly operating in many foreign markets. Serving local consumers effectively and thus achieving success in individual foreign markets require both a solid understanding of local values and a reflection of this understanding on business activities in foreign markets that will facilitate serving local markets. Today, as the size of global E-Commerce is expanding, a Web site is an important medium of multinational companies in communicating with stakeholders. In this chapter, we will discuss from a cultural perspective how to create and manage Web sites that will enable multinational companies to successfully localize in their target markets. The localization model, a useful and comprehensive tool in Web site localization, indicates that effective Web sites must adopt the specific cultural characteristics for the local market beyond the simple content and the product/service localization. However, an analysis of some international (local) Web sites of the largest multinationals shows that although some multinationals localize their international Web sites well, many others are weak in reflecting even some key localization features let alone full localization in their local Web sites. Managers are advised to utilize the Web sites localization model to increase the effectiveness of their international Web sites.
Conclusion, Implications, and Future Trends
Authors: Shareef Mahmud Akhter , Dwivedi Yogesh K. , Williams Michael D. , Singh Nitish
Published: May 2010

The explosive proliferation of Internet users has led to dramatic shifts in the methodology of conducting business and the business paradigms. Currently, business organizations can reach anywhere in the world quite substantially within virtually no time. Consequently, supply chain management among partners including customers is so dynamic that business organizations are considering their customers and partners just attached with them. This changed paradigm has left an innumerable scope for exploring global markets, especially for the Internet economy, for example., EC. EC presents enormous opportunities for businesses, consumers, and governments. Since the Internet is the main driving force of EC, and the proliferation of the Internet across countries is terrific, it is quite understandable that Internet economy might have an uncertain future.
E-Readiness and Its Assessment
Authors: Mutula Stephen M.
Published: May 2010

The level of e-readiness of the digital economy is expected to vary across different jurisdictions. The e-readiness ranking of nations, which has been a regular undertaking by various agencies since 2000, demonstrates that the world is, indeed, moving steadily into a new digital era, and that by extension, businesses are increasingly operating in the digital economy. The 2008 e-readiness ranking of nations and similar previous rankings suggest that collectively, the world is steadily moving up the e-readiness charts; for example, average e-readiness rose by 0.15 to 6.39 in the 2008 rankings, up from 6.24 in the previous year, with the United States being the 2008 global ereadiness leader (with 8.95), followed closely by Hong Kong, which advanced up by two places (The EIU/IBM Business Institute for Business Value, 2008).
E-Readiness Assessment Methods and Tools
Authors: Mutula Stephen M.
Published: May 2010

E-readiness assessments are largely investigated at country-level across a number of sectors, and tend to adopt quantitative approaches that assign to countries’ numerical scores depending on how well they have performed on specific components of e-readiness measures. A weighted average is calculated based on the relative importance accorded to these components in order to determine the level of e-readiness of countries (Rizk, 2004). The results of e-readiness rankings of countries are regularly published annually by some agencies. For example, the Economist Intelligence Unit (Economist Intelligence Unit, 2001) annually publishes a comprehensive list of countries on the basis of their measured e-readiness. The ranking categorises countries on the basis of their overall e-readiness, as calculated from 89 indicators across six weighted dimensions, namely connectivity, the business environment, consumer and business adoption, the legal and regulatory environment, supporting services, and social and cultural infrastructure. The result of the calculations is the classification of the world’s largest economies on the basis of their perceived adopter category.