bluuebunny/crossref_metadata_2025 huggingface dataset:
Breaking the Frame of Digital, Dream, and Waking Realities
Authors: Gackenbach Jayne I. , Hakopdjanian Sarkis
Published: February 2018

Just as our dreaming reality is constructed, our waking reality may also be constructed. While our waking reality influences our lives the most, other constructed realities also have impact. Yet, never before has such a large part of the population been so widely affected by another constructed reality beyond dreaming; specifically, our technologically constructed digital reality through video game play. One potential consequence of video game play is breaking the illusion or ‘frame' of our dreams as reality through various dream experiences. Many of the world's wisdom traditions believe that waking reality is an illusion, and now this idea is supported by modern digital physics. While being aware of the illusory nature of waking reality is difficult, it may be easier to break the framework of perception or ‘wake up' to the true nature of reality in alternative realities, such as digital and dreaming. This chapter will review the evidence collected in the video game and dream laboratory to explore how video game play is breaking the frame within dreaming realities.
Healthy Avatars, Healthy People
Authors: Triberti Stefano , Chirico Alice
Published: February 2018

Recent literature shows that new technologies can be used to promote patient engagement. The present contribution focuses on Virtual Worlds (VWs), namely virtual environments that multiple users can experience together thanks to the use of avatars. Indeed, VWs offer interesting opportunities for patient engagement interventions on two levels. On the individual level, customized avatars are known to have relationships with users' inner experience and Self-conception, so that they may constitute a peculiar additional tool for psychological assessment. Moreover, they are able to promote healthy behaviors thanks to a strong vicarious reinforcement (Proteus effect). On the collective level, VWs constitute an ideal platform to support the emergence of collective flow states (Networked Flow) which are related to the patients' creative activity and well-being. The present contribution deepens these phenomena, presenting VWs as an innovative and interesting tool for the patient engagement interventions of the future.
Get in the GROOVE
Authors: Clennan Mary Kate , Carucci Daniella S. , Chiles Shannon E. , Alert Marissa D. , LaRoche Alyssa , Leeder Maria Isabel , Saab Patrice G.
Published: February 2018

Over the last few decades, there has been a rise in the prevalence of overweight and obesity in American youths. This chapter describes the rationale for the virtual world features of an ongoing obesity prevention project that engages middle school aged girls in a 3-week summer science enrichment program. The Get in the GROOVE! program is designed to promote self-efficacy for healthy behavior change, increase health knowledge, facilitate healthy behaviors related to physical activity and nutrition, encourage a healthy body image, and promote the development and consolidation of a health self-identity. The virtual world component supplements experiences and reinforces curriculum and concepts learned in the physical world component of the program. Preliminary findings suggest that The Get in the GROOVE! program is a promising social environment to motivate healthy habits.
Augmented Reality as a New Media for Supporting Mobile-Learning
Authors: Figueiredo Mauro , Gomes José , Gomes Cristina Maria Cardoso , Gaspar Rui , Lopes João Madeira
Published: February 2018

Combining mobile technologies with Augmented Reality (AR) has recently enabled the ubiquity of AR technologies in our everyday life. We believe that the use of augmented reality will change significantly the teaching activities by enabling the addition of supplementary information that is seen on a mobile device. This chapter presents the most popular augmented reality applications and we select AR eco-systems to be used in daily teaching activities which are user friendly, do not require programming skills and are free. Different augmented reality technologies are explored in this chapter. It is presented the creation of two novel augmented reality books. One developed with teachers and students. Another book that was developed for increasing the interest of reading for children that is being used by storytellers. Several examples are also presented that are used in educational activities, from kindergarten, elementary, secondary schools and university, to improve reading, comprehension, learning of music and better understand the drawing of orthographic views.
The Impact of Augmented Reality and Virtual Reality Study Material in the Future of Learning
Authors: Guazzaroni Giuliana
Published: February 2018

Mobile augmented reality offers important opportunities for learning. Moreover, it may represent new challenges for teachers and researchers. Implementing an augmented reality (AR) or a virtual reality (VR) learning experience involves the exploration of unusual pedagogical and technological boundaries. According to recent studies, it would be more productive to consider the augmented reality as a concept rather than an educational technology (Guazzaroni, 2015; Wu et al., 2013). This chapter is devoted to analyze a high school class of 23 students invited to use AR and VR tools to create their own study material. They are about 16-year-old attending Istituto Tecnico Tecnologico “Eustachio Divini” in San Severino Marche, Italy. The basic idea of the trial is to create a short printed document augmented with the technologies of AR and VR. The experience is evaluated using tests and direct observation. The aim is to observe the impact of augmented mobile learning and to demonstrate that AR and VR study material may represent a new communication object adequate to teach future students.
Augmented Reality as an Emerging Application in Tourism Marketing Education
Authors: Hassan Azizul , Jung Timothy
Published: February 2018

Augmented Reality (AR) as an advanced format of Virtual Reality (VR) becomes widely available in numerous appliances, mainly in mobile devices like Smartphones or wearable devices. As the prospective benefits of this technology are said to be immense, tourism marketing education is believed to experience a comprehensive application of AR in coming years. At present, AR technologies are in use in many academic disciplines including medicine, geography, information technology, computer aided entertainment and many more. Out of all of the recently developed technological advancements, those can be termed as ‘Innovations', augmented reality can be considered as a key innovation. As coined, due to easier operational capacities, AR is becoming more popular and better fitting in tourism marketing education systems. This chapter outlines the use of AR, termed as an ‘Innovation' as per the ‘Diffusion of Innovations' theory of Rogers (1962), to meet tourism marketing education demands. The chapter critically examines relevant cross-country cases to support the arguments made above.
New Technologies and Neuropsychological Evaluation of Older Adults
Authors: Zygouris Stelios , Tsolaki Magda
Published: February 2018

In this chapter the history of computerized cognitive testing for older adults is reviewed critically, challenges are being highlighted and solutions and emerging trends are discussed. Issues such as lack of validation, insufficiently documented psychometric properties and the high cost of computerized instruments are analyzed. At the same time a discussion concerning the lack of integration of computerized testing in healthcare highlights management issues and the need for a paradigm shift. Possible solutions to the issues presented and new avenues of research are identified. Emerging technologies such as adaptive testing, virtual reality (VR) environments, and reliable speech recognition software are presented and their potential is highlighted. At the same time social and scientific trends such as the shift to early detection and the increasing familiarity of older adults with technology are analyzed. The chapter concludes with an outline of the expected future of computerized testing.
Trends of Blended Learning in K-12 Schools
Authors: Kumi-Yeboah Alex , Smith Patriann
Published: February 2018

Blended learning is a well-known and successful instructional model used in higher education and K-12 schools (International Association for K-12 Online Learning, 2012; Watson, 2012). It is estimated that about 37 percent of school districts in the United States had students enrolled in technology-supported distance education courses during the 2004/2005 school year (Zandberg & Lewis, 2008). An increased student population, coupled with the need to reduce educational costs, has led to a high demand for virtual instruction (Watson, 2010). Blended learning is a hybrid of traditional face-to-face and online learning in which instruction occurs through both classroom and online formats, with the online component being a natural extension of traditional classroom learning (Colis & Moonen, 2001). As such, the process may involve a combination of instructional technology formats (e.g., videotape, CD-ROM, Web-based training, film) and face-to-face instructor-led instruction (Driscoll, 2002). Despite its hybrid nature and the potential it holds for transforming classroom instruction, to date, little research exists that examines trends in blended learning and the challenges and possibilities of utilizing this method of instructional delivery at the K-12 level. Further, even less is known about best practices in K-12 blended learning and instruction (Ferdig et al., 2009). Given these considerations, in this chapter, the authors first explore trends in blended learning in K-12 schools. Subsequently, they examine the benefits and challenges of K-12 blended learning. In the final phases of the chapter, the authors highlight possible solutions to the challenges, discuss recommendation, and identify directions for future research.
Evaluating Learning Experience Through Educational Social Network Support in Blended Learning
Authors: Mirabolghasemi Marva , Iahad Noorminshah A.
Published: February 2018

The Community of Inquiry (CoI) model has been used for exploring various aspects of blended learning courses using technology such as Course Management Systems (CMSs). However, there is a lack of research literature evaluating CoI in environments where students use an educational social network in addition to a CMS and face to face teaching and learning. This study investigates a learning experience in blended learning that combines the usage of a CMS, Edmodo, which is an educational Social Network Site (SNS) and face to face teaching and learning. The results have shown a significant relationship and prediction of overall learning experience in relation to teaching, cognitive and social presence in blended learning. Moreover, social presence is the most significant factor to predict the overall learning experience of students.
The Role of Social Constructivist Instructional Approaches in Facilitating Cross-Cultural Online Learning in Higher Education
Authors: Melius Janella
Published: February 2018

The role of the university is rapidly changing in this new information age, as many courses and programs are using on-line modalities (i.e. live, interactive audio or video or video conferencing, pre-recorded instructional videos, Webcasts, CD-ROMs, DVDs, or computer-based systems accessed over the Internet) as part of their instructional delivery. Online learning education has closed the gap for many learners who would have been unable to attend an institution of higher learning due to family and career obligations; it has also been instrumental with facilitating collaborative learning and teamwork among students in cross-cultural and cross-national settings. However, due to these geographic variations among online learners from culturally diverse backgrounds, instructors may be faced with challenges hindering their facilitation of online courses and the overall learning outcomes among cross-cultural students. The purpose of this chapter is to discuss aspects of these challenges, provide educators across all discipline with an understanding of the role social constructivist instructional strategies have on facilitating an inclusive online cross-cultural learning environment, and provide recommendations for developing strategies to accommodate these diverse students.
Tracing Online Lecturer Orchestration of Multiple Roles and Scaffolds Over Time
Authors: Cowie Bronwen , Khoo Elaine
Published: February 2018

The chapter focuses on how time and the temporal aspects of the affordances and constraints of the online environment can be leveraged as a resource in online learning community development. It provides an analytical case study account of the experiences of a lecturer and his students in a fully online research methods Masters level graduate course in a tertiary institution in New Zealand. Although very experienced in teaching the course in face-to-face contexts, the lecturer was a novice with regards to teaching online. Over the period of the course, the lecturer came to realise how the structure or strict linearity of interactions over time, as they are experienced in face-to-face settings, can be disrupted in online settings. The chapter illustrates how the lecturer used time as a resource through the orchestration of multiple roles (pedagogical, managerial, social, and technological) and the introduction and fading of scaffolds focused on nurturing a learning community integral to fostering student learning. Course curriculum and assessment redesign coupled with the lecturer's orchestration of roles supported students to take more responsibility for their own and the group's learning as part of deepening their understanding of education research methods.
Communication and Collaboration Strategies for an Effective Online Professor
Authors: Miller Heather , Cavanagh Tom , Furr Annissa
Published: February 2018

Online classes in higher education bring unique challenges to faculty. This chapter identifies best practices for effectively communicating and collaborating with students online. The information presented was gained via “crowd science” qualitative methodology, in which online faculty responded via email and a blog post requesting best practices for effectively communicating and collaborating with peers and students online. Faculty were from diverse backgrounds and teaching experiences. Data are presented in concert with recent research in the field of effective online learning and communication with students. The current literature in tandem with the data provides an effective collection of practices to provide online instructors with a guide to successfully facilitate online classes.
Self-Management Strategies in a Student-Driven Learning Environment
Authors: Hoon Teoh Sian , Kee Kor Liew , Kamalu Nur Shaminah Mustafa
Published: February 2018

Self-management in learning is vital. An individual's self being is an agent who acts upon his or her environment required for him or her to achieve academically. Blended learning has been extensively propagated as a means for learners to self direct and drive their learning. However, many students in blended learning courses are facing difficulties in managing their learning time. Many studies have highlighted the importance of self-management strategies in blended learning, but studies about how to manage well one's learning time is much required. This chapter reported a quantitative study that was designed explore the above issue. A questionnaire was constructed to obtain information on self-management strategies of learning (planning, monitoring, and evaluation) as well as time management. The target population was distance learning students who were taking a mathematics course conducted in blended learning environment at the Faculty of Education in a public university. A total of 224 students were randomly selected to participate in this study. The finding showed that the three dimensions (planning, monitoring, and evaluating) named as independent variables significantly contributed to the time management. Besides, the highest coefficient of the contributed factor towards time management is evaluating. Hence, evaluation has played a major role in effective time management. On the other hand, planning and monitoring are significantly contributing to evaluating.
The i2Flex Instructional Methodology Implemented in Middle School Classes for Young EFL and Foreign Language Learners
Authors: Grigoropoulos Jenny Eugenia , Arnold Heike
Published: February 2018

Teachers engaging in the i2Flex teaching methodology employ constructivism-based media in order to update their practices according to the students' changing needs with reference to their education. As a result, students are more eager to learn in a positive environment, and more likely to reach their potential which leads to higher academic performance levels. The authors present and discuss the i2Flex instructional methodology as they implemented it in Middle School Classes for young EFL and Foreign Language learners. Students are active participants of the process. The teacher changes hats from being the instructor in the limited sense of the direct instructor in a teacher centered classroom environment, to being an effective facilitator of the process of education, eventually. The lesson plans change, the media through which they will be delivered also change to be adding to, or even omitting at times, the traditional textbook.
QR Codes and Mobile Technology Used in the Blended Learning Approach
Authors: Soulimane Ghizlene , Kouninef Belkacem , Senouci Mohamed , Djelti Mohamed
Published: February 2018

The purpose of this article is to explore the teaching processes that use Quick Response (QR) codes and mobile devices to support blended learning at the National Institute of Telecommunications and ICT (INTTIC). The satisfactory results of our previous research show that the use of mobile technology could enhance accessibility and communication in a blended learning course. In Algeria, the mobile penetration rate stands at over 111% and 21% with 3G. Since most of our students have access to mobile technology, three in five were smartphones. Using this technology would encourage students to use their phones to send questions to their teachers, listen to a podcast and snip the quick response (QR) codes. This paper introduces the implementations of QR codes, vcard and QR voice as a new tool in the Moodle platform in our institute. The QR code contains the URL of the page of one particular Moodle course and quiz are added to the bottom of Moodle. The students' satisfaction had been acknowledged as an important factor in order to estimate the effectiveness of a blended learning course.
“We Had a Blast!”
Authors: Asunka Stephen
Published: February 2018

As many important issues pertaining to blended learning within the Sub-Saharan African context remain unexplored, this study implemented a blended learning approach in a graduate level course at a private university in Ghana, with the objective of exploring adult learners' attitudes, experiences and behaviors towards this learning approach, as well as their perceptions towards blended learning in general. Forty-eight graduate students participated in the study as they engaged in a six-week long blended learning course. Qualitative research methods were used to gather data which were analysed using grounded theory coding techniques, descriptive statistics and content analysis. Findings reveal high levels of student engagement and satisfaction with the learning processes, and an overwhelming endorsement of blended learning as a preferred mode of learning. Implications of these findings for further research and practice are discussed within the context of technology adoption and use in the Ghanaian and Sub-Saharan African higher education contexts.
Characterizing Online Learners' Time Regulation
Authors: Romero Margarida , Gentil Christophe
Published: February 2018

The importance of the time factor in online learning is starting to be recognized as one of the main factors in the learners' achievements and drop outs (Barbera, Gros, & Kirshner, 2012; Park & Choi, 2009; Romero, 2010). Despite the recognition of the time factor importance, there is still the need for theorizing temporality in the context of online education. In this chapter, the authors contribute to the advancement of the evaluation of time factors in online learning by adapting the theoretical framework of the Academic Learning Times (Caldwell, Huitt, & Graeber, 1982; Berliner, 1984) for evaluating the online learners' time regulation. For this purpose, they compare two case studies based on the Academic Learning Times framework. The case studies characterize online learner regulation based on an analysis of online learners at the Universitat Oberta de Catalunya (UOC), Spain, and the initiatives taken by the instructional team of the Virtual Campus at the University of Limoges (CVTIC) to support online learner time regulation on this virtual campus in France. After comparing the two case studies, the chapter provides guidelines for improving online learners' individual and collaborative time regulation and reflects about the need to advance in the theorization of the time factor frameworks in online education.
From “Sage on the Stage” to Facilitator of Learning
Authors: Passmore Denise
Published: February 2018

This chapter explores through phenomenological methodology the experiences of nursing faculty who transitioned from live to online teaching. These experiences are further examined through the theory of transformative learning to determine whether participants were able to transform their teaching identity from traditional classroom teacher (sage on the stage) to facilitators of learning. One-on-one interviews were conducted with 16 full-time nursing faculty at 4 state universities. Findings revealed that most faculty were originally hesitant to teach online and had multiple misconceptions regarding teaching methods and online student communication. With one exception, professional development for online teaching was limited. Most participants described transforming their teaching methods and philosophies as they gained more experience. Results implicate that faculty development should focus not only on educational principles and technology but also ways to connect with students and develop course content that helps maintain faculty identities.
Profiling and Supporting Adult Learners
Authors: Zhang Chi , Zheng Guangzhi
Published: February 2018

Adult learners are a large group for higher education. Adult learning is different from children's learning in that adult learners are more self-directed, having prior experience, and are internally motivated to learn subjects that are more relevant to life and can be applied immediately. Understanding adult learners' characteristics can help institutions and instructors support adult students' learning and success. This chapter reviews the adult learning theories and methodologies and how they can be applied in adult learning. The chapter also discusses adult learners' characteristics and what teaching strategies and practice may facilitate adult learners' needs. Distance learning technologies and integration of the technologies are discussed. Different levels of support and recent initiatives for supporting adult learners are investigated.
Generation of Authentic Learning and Learners
Authors: Fitzsimmons Phil , Kilgour Peter
Published: February 2018

A study of 100 pre-service teacher's attitudes to self-managed online forums on pastoral care of students in schools was undertaken. This assessment activity involved the students in contributing to forums under the leadership of one of their group, whose responsibility it was to guide the discussion and then mark the members of their online group. After an initial reticence to engage in the task, students reported their satisfaction at managing their own learning and having input into the actual assessment process. This paper recommends that more possibilities for self-managed learning be made available to tertiary learners.
EMxC3 = e&mLearning Cultivating Connected Communities
Authors: Mentor Dominic
Published: February 2018

This chapter covers the building of an ecological system to convert a workforce development organization to adopt blended electronic and mobile learning (e&mLearning) as part of its processes and practices. The chapter describes the organic approach to diffuse the technological innovation to cultivating supportive teaching and learning communities. Starting with the process of establishing and implementing an academic vision and strategy, the building of a blended, electronic, and mobile learning criteria taxonomy, as well as a technology integrated educational framework. The results and findings of the implementation of an LMS as the foundation of the e&mLearning vision is also shared followed by recommendations from current successes and organizational needs.
Materials Design and Pedagogy for Technology-Enhanced Language Learning
Authors: Chiu Hazel L.W.
Published: February 2018

Advancement in technology has facilitated the transmission and access to learning resources, and communication among participants in the teaching and learning process. However, a technology-enhanced learning environment does not automatically produced high quality learning outcomes. It needs to be supported by suitable learning materials and strategies for blended learning which suit the learning needs of students in the present educational context. With reference to theories and research in materials design and pedagogy within a blended educational environment, this study examines the experience of implementing web-work requirements for a language course in a university in Hong Kong. These web-based activities include objective web exercises, as well as activities making use of social networking tools such as blogs, wikis and discussion forums for students to share ideas. Based on the findings, suggestions are made to improve pedagogy and materials design in mediated learning environments, in areas regarding integration, engagement, and autonomy.
The Use of Reusable Learning Objects to Enhance the Delivery of Veterinary Education
Authors: Chapman-Waterhouse Emily , Silva-Fletcher Ayona , Whittlestone Kim
Published: February 2018

The increased demand from learners in higher education to access resources flexibly has resulted in considerable development in the use of Reusable Learning Objects (RLO) via a blended learning format across the sector. This critical review sets out to identify what is currently known about RLO and how those concepts can be applied to veterinary-related degree courses. The review provides an insight into an aspect of blended learning which is currently limited in terms of published research. The effect of computer confidence, students' choice to use and the impact on student performance are some of the variables which have been measured to date. The approach to RLO by students from different courses may vary, but prior experience of technology, alignment of content and availability of technical support are some of the key drivers for usage and reuse. A positive effect is likely to occur following RLO use because those students have adopted a process of active engagement, which the authors know can bring about a deeper approach to learning.
Adoptability of E-Textbooks Featuring Educational Online Games
Authors: Kim Do Kyun , Dinu Lucian F. , Kim Chang Geun
Published: February 2018

Currently, the South Korean government is in the process of transforming school textbooks from a paper-based platform to a computer-based digital platform. Along with this effort, interactive online educational games (edu-games) have been examined as a potential component of the digital textbooks. Based on the theory of diffusion of innovations, this study examined how 4th, 5th, and 6th grade students perceive an interactive online edu-game and whether or not their communication attributes predict their willingness to diffuse the game. A hierarchical regression analysis revealed that four perceptions of the innovation – relevant advantage, complexity, compatibility, and observability – were statistically significant predictors of students' willingness to diffuse an online edu-game as indicated by the theory of diffusion of innovations, while only trialability was not. Based on these results, this study provides some implications for the diffusion of interactive online educational games as a potential component of the digital textbook.
Affordances in Digital Textbook Use and Development
Authors: Railean Elena
Published: February 2018

The affordances of digital textbooks go beyond using textbooks in the four walls of a traditional classroom. With digital textbooks, users can swipe the text to scroll; increase/decrease size of text and images and change brightness options; view and read downloaded information; interact with 3D models and images; make notes, search topics, follow hyperlinks, take quizzes, self-regulate learning and “synthesize” own textbooks and library, etc. However, there are some constraints such as overload of working memory, depending on digital devices' functionality, etc. The correlation between affordances and constraints is analyzed through identification and description of eight didactic systems with platforms maintaining learner-centered environment, interactive feedback, social media, user interface design, and desired results. In this chapter, the concept of “affordances” as a way of strengthening eight possible models explored, called “didactic systems”. The used methods are “thematic evaluation” and “comparative analysis”. The conclusion and future research is provided at the end.
Digital Marketing
Authors: Pereira da Mota Cesar , Isaías Pedro
Published: February 2018

Despite the fact that the branding of football is not a new phenomenon, the emergence of new media has provided the means and the opportunity for the widespread promotion of football club's brands. At the same time, the growing popularity of social media among football fan has empowered them to express their opinions and has granted them unlimited resources for information search and exchange. This chapter aims to examine the relationship that exists between Real Madrid's digital marketing actions and its promotion as a brand and the loyalty of its supporters. An online questionnaire was distributed among sports and football fans in order to identify their profile, their preferred communication channels, their use of social media and their knowledge about Real Madrid.
Strategic Use of Facebook to Build Brand Awareness
Authors: Pegoraro Ann , Scott Olan , Burch Lauren M.
Published: February 2018

Social media provides a strategic means for non-profit organizations to build and maintain strong relationships with consumers. The purpose of this study was to apply branding theory and frameworks to the use of Facebook by National Olympic Committees in two countries, Australia and Canada over specific time periods related to three Olympics Games. These Facebook pages were examined to determine the types of brand-related post content and communication style utilized as well as the consumer response to these posts. The two organizations generally used Facebook to broadcast product related brand attributes such as information about athletes and teams. There was also a significant difference in Facebook post use and focus by two organizations indicating some international differences in using Facebook for branding a sport organization. The results also provide practical implications for non-profit sport organizations using Facebook to build positive brand images, promote fan engagement and ultimately create brand ambassadors.
The Marketing Implications of International Sports Rating Systems
Authors: Stefani Raymond T
Published: February 2018

Recognized world sports federations appear to have chosen their official rating systems with marketing in mind. 87% of the 105 official rating systems involve the simple accumulation of points, which encourages top competitors to enter as many tournaments as possible. Most of those systems recognize a seasonal champion. A marketer can exploit the importance of the end-of-season events and the appearance of top athletes. To be successful in a combat sport like wrestling, boxing, and judo, physically overcoming the opponent is intensely personal. Top competitors can be advertised in personal terms to encourage the awaiting audience to buy into the upcoming contest on an equally personal level. In other sports such as running, swimming, and rowing, each competitor performs unimpeded by the opponent. Often the best performance for a season is used to crown a yearly champion. A rating in seconds and meters is more tangible than one in points. A marketer can illustrate the small gap between top competitors making every stride important to potential ticket buyers. Some of the object-control sports like basketball, cricket, ice hockey, rugby, soccer, and tennis are rated by point accumulators and some are rated by more sophisticated systems that self adjust, based on the relative strengths of the opponents. Mind sports such as chess and bridge are included because these competitions are recognized by the International Olympic Committee and by SportAccord. The specifics of those rating systems are provided in this chapter as are suggested marketing opportunities.
Social Media and Marketing
Authors: Cohen Ivan K.
Published: February 2018

Tottenham Hotspur (“Spurs”) Football Club were once the most entrepreneurial of English football teams, including being the first to obtain a stock market flotation and to attempt to diversify into other areas beyond their core. However, like many football clubs, they were slow to embrace the Internet including more recently the use of social media for marketing. This chapter investigates the history of Spurs' embrace of the Internet and social media and asks why a club traditionally renowned for its flair and enterprise on the pitch has been so slow to embrace modernity in the digital world.
Branding Through Sponsorship-Linked Marketing
Authors: Mao Luke Lunhua , Zhang James J.
Published: February 2018

The essence of sponsorship is reciprocity. Whereas sport organizations and event promoters have increasingly relied on sponsors' resources and financial support to stage their events, many companies have also been vigorously seeking sponsorship opportunities to actualize their marketing goals, such as enhancing brand equity. This research examines the impacts of sponsorship-linked marketing activities on perceived consumer-based brand equity elements (i.e., brand loyalty, perceived quality, and brand awareness/associations) of the sponsor. This was done through a case study of how sponsorship-linked marketing strategy has shaped the development of Li Ning Company Limited, a Chinese sports apparel and equipment company. Results show that the branding effectiveness of sponsorship directly depends on event quality, perceived event-brand congruency, and brand experience, but not level of sports involvement.
Predicting the Attentional Effect of Sport Sponsorship Information as an Innovative Evaluation Approach
Authors: Rumpf Christopher , Breuer Christoph
Published: February 2018

Most major sports events can no longer exist without the investments of sponsors. However, financially strong companies are increasingly adopting a critical attitude towards sponsorship since their strategic investments in a sports event cannot be evaluated sufficiently. Against this backdrop, the current approaches to the evaluation of sponsorship are discussed critically in this chapter before a more innovative approach is suggested. The new evaluation approach directs sports viewers' attention to sponsorship information, the central valuation object. At the core, it involves measuring the visual and cognitive attention in standardized experiments and using the identified patterns to predict sponsorship effectiveness. In this regard, the theoretical and methodological fundamentals of the new approach are introduced in the main part of the chapter before their applicability is illustrated based on three typical phases in sponsorship management. To close this chapter, the authors suggest topics for future research.
Perceived Importance and Extent of Implementation of Volunteer Management Practices
Authors: Huang Huijing , Chew Wai Cheong Eugene , Koh Koon Teck
Published: February 2018

Effective volunteer management practices have been shown to be linked to performance, commitment, satisfaction, and retention of volunteers. In addition, it has been shown that organisational contexts are crucial to successful implementation of such practices. Using a volunteer management framework comprising four main stages of management practices (concept, planning, implementation, review), the volunteer management practices of non-profit national sports associations are examined against those of for-profit event management companies. Findings reveal some differences in the level of perceived importance, and the extent of implementation between non-profit national sports associations and for-profit event management companies. Themes that emerged from the content analysis of the interviews conducted with key management staff in the organisations support the notion that the reasons underlying the perceived importance of volunteer management practices are associated with volunteer retention, and with support organisations' objectives. Implications for decision-makers are discussed.
Exploring Factors That Lead to People Watching Professional Soccer on Television
Authors: Smith Alan D. , Clinton Steve R.
Published: February 2018

The purpose of this study is to examine and determine factors that lead to increased television ratings for soccer in the U.S. The study primarily focuses on fantasy soccer participation, involvement in soccer, presence of a local professional team, and social media interaction. After providing a brief history of soccer television ratings in the U.S., a conceptual model based on these factors is developed and explained. The factors of this conceptual model are tested through statistical analysis. Based on these results, the model provides recommendations and conclusions for soccer decision makers to increase television ratings in the future, which ultimately will drive and increase the bottom line of all parties involved.
Development and Evaluation of Neuroscience Computer-Based Modules for Medical Students
Authors: Lovell Kathryn L.
Published: February 2018

Interactive neuropathology computer-based teaching modules and other neuroscience computer-based resources were developed to provide individualized self-paced content information accompanied by images and self-assessment questions with feedback, along with problem-solving cases to facilitate application of neuroanatomy, neurology, and neuropathology concepts to patient cases. Initial implementation occurred in three curricula for second-year medical students. Evaluation of the modules was conducted using quantitative and qualitative methods to determine features of the modules that were important for students. This chapter will describe the instructional design principles that evaluation results identified as important and effective for student learning, and compare those to current principles for effective multimedia instructional design identified in a variety of research. Especially important principles applied in the neuroscience modules included cognitive load theory, retrieval practice and self-assessment, feedback, and learner control.
A Neuromarketing Perspective on Measuring Marketing Influence at the Unconsciousness Level
Authors: Iancu Ioana
Published: February 2018

In a context characterized by an inflation of marketing messages, it is imperious to understand how consumers succeed in making the buying decision. Starting by briefly describing the structure and the role of the brain and the differences between consciousness and unconsciousness, the paper aims to investigate the way neuromarketing can help in comprehending the feelings of the consumers, the way products or services match the consumers' needs, and the way companies can discover the insights of decision-making process. This paper can be perceived either as a guide for the companies that aim to find more on the way people manage information and make decisions or as a comprehensive description on human being marketing behavior that can serve both business, academic environments and consumers.
Upgrading Marketing Research
Authors: Gorgiev Anka , Dimitriadis Nikolaos
Published: February 2018

The following chapter focuses on the recent developments in the marketing industry resulting from the rise of neuromarketing. It offers analysis of the problems initiated by the traditional marketing research approaches and how these problems are being resolved by implementation of neuromarketing techniques. Moreover, both physiological and neurological measures are explained, providing advantages and disadvantages of all available neuromarketing tools that may be used in overcoming previously mentioned problems. Finally, the authors provide initial insights from a small scale qualitative research conducted among representatives from all segments of marketing industry.
Measuring Cognitive and Emotional Processes in Retail
Authors: Cherubino Patrizia , Maglione Anton Giulio , Graziani Ilenia , Trettel Arianna , Vecchiato Giovanni , Babiloni Fabio
Published: February 2018

The purpose of this chapter is to share scientific methods for the quantitative measurement of emotion through the recording of physiologic and cerebral variables of consumers in relation to advertising stimuli and during the purchase in the store. For this reason, the authors describe the way to estimate the emotion along the visit of a shop by using the approach-withdrawal index. It demonstrates how it is possible to describe the variation of the appreciation of a shop visit by two groups of persons. The specific contribution to the scientific literature is the use of such approach-withdrawal index and the estimation of the emotion linked with the visit of a large point of sale (e.g. a supermarket). The proper use of these methodologies can provide information related to cognitive and emotional aspects of persons involved in the appreciation of products in retail points of sale.
Economic Decision Making, Emotion, and Prefrontal Cortex
Authors: Lahmiri Salim
Published: February 2018

How diverse regions of the brain are coordinated to produce objective-directed decision is the essence of neuroeconomics. Indeed, the latter is a formal framework to describe the involvement of numerous brain regions including frontal, cingulate, parietal cortex, and striatum in economic and financial decision-making process. The purpose of this chapter is to explain the relationship between economic decision making and emotion on one hand, and the relationship between economic decision making and prefrontal cortex on the other hand.
Evaluating Public Organizations Using Open Data
Authors: Styrin Evgeny , Dmitrieva Natalya
Published: February 2018

Information openness and stakeholder involvement through ICT become the driving factors of public organization change. In this article, an ecosystem approach is embraced to study the social sphere organizations (SSOs), such as hospitals, schools, and libraries. SSOs report on their activities by publishing information on the Web which can be used to evaluate the effectiveness and efficiency of these organizations by the public. The opening of data transforms the relationship between SSOs and other stakeholders. In this article, the institutionalization of SSO evaluation system in Russia is studied. The critical role of open data is demonstrated and the inclusion of stakeholders was found to be a key factor to make the evaluation system truly effective. Their study reveals that an ecosystem approach ensures that stakeholder demands are included in SSO evaluation and assessment process. Finally, by summarizing Russian experiences, the authors conclude with problem-oriented recommendations for open government tool application to institutionalize government practices targeted at open government principle implementation.
An Evidence-Based Model of Virtual Team Training and Development
Authors: Galli Brian J.
Published: February 2018

The purpose of this article is to outline a training regimen for virtual team members and leaders, based on prior literature on the particular issues and unique skills necessary for individuals who work in this type of environment. The training program proposes four main modules, beginning with introductory training via a kickoff meeting, followed by subsequent modules that delve into factors that have been shown to be crucial for virtual team success. The study's approach provides guidance on the design and execution of various in-person and virtual training sessions, including content, potential delivery modes, timing, and assessment of learning objectives. In total, the proposed training program is designed to be flexible in terms of project types (e.g., engineering, information technology, product development) but is well-suited for virtual teams and employees who work extensively in a virtual environment.
Test Case Selection Using Feature Extraction and Clustering
Authors: Gladston Angelin , Nehemiah H. Khanna , Narayanasamy P. , Kannan A.
Published: February 2018

This article explains the selection of important parameters from an execution pattern which brings out the details of the application of test cases. Hence, execution profiles are captured and a new execution profile-based clustering approach is chosen for test case selection, which uses three new features. These are Function frequency, Branches taken and Block percentage. The test cases are clustered using the extracted features. The experiments show that the proposed FBB selects smaller size of more relevant test cases which are more fault revealing compared to the existing Function Call Profile approach.