Mobile polling is gradually replacing clicker technology as the student response system (SRS) of choice largely because students prefer to use their own devices to participate in class. Only recently have researchers begun to examine the advantages and disadvantages of mobile polling systems, mostly investigating Poll Everywhere (www.polleverywhere.com). This study introduces a new polling software, Socrative (www.socrative.com), that is comparable to Poll Everywhere but provides instructors with additional features. An exploratory study was conducted to assess students’ perceived benefits, drawbacks, and level of satisfaction from using this software in an upper level marketing course. The study identified four key categories using a thematic analysis of qualitative data: (a) student learning, (b) course delivery and assessment, (c) use of technology, and (d) satisfaction and adoption. Eighteen strengths and four weaknesses are presented. Some of the main strengths are as follows: anonymity, knowledge acquisition, interactivity, immediate feedback, usefulness, and ease of use, and it motivates students to participate. Weaknesses include non-participation, distraction, and software reliability, and it can motivate students to cheat. In addition, students provided suggestions for improvement, while urging other instructors to adopt this technology in their courses. Discussion and implications are provided at the end of the paper.

Despite the growing popularity of digital photos in a number computer-mediated platforms, various pertinent issues remain less researched. Exploring and identifying relevant issues can help the researchers and designers understand "how and why SNS users interact with photos" on these platforms. In addition to this, the proposed investigations can be useful in refining the existing photos related features and solutions as well as developing new ones. The present dissertation focuses largely on photo-sharing and photo-tagging activities, which constitute integral elements of digital-photo interaction in numerous computer-mediated platforms. This dissertation is based on five empirical research articles investigating the different latent factors that motivate and hinder the process of digital-photo interaction in computer-mediated platforms. Study I examine the current practices surrounding digital photos in the context of personal photo repositories (N=15). Study II investigates the gratifications and impeding factors associated with photo-tagging activity on Facebook (N=67). Study III develops and tests an instrument for understanding the gratifications of Facebook photo-sharing (N=368). Study IV examines the impact of various aspects of privacy in relation to photo-sharing intentions on Facebook (N=378). Finally, study V investigates the age and gender differences regarding various aspects of privacy and trust in the context of photo-sharing activity on Facebook (N=378). The dissertation reveals the following findings: First, lack of "social features" is one of the essential reasons for non-acceptance of tagging feature in standalone photo management applications (Study I). Second, photo-sharing and photo-tagging adoption and popularity can be attributed to various factors such as affection, attention, communication, disclosure, habit, information sharing, self-expression, socialization, and social influence (Study II, III). Third, age, gender, and activity influence photo-sharing and photo-tagging gratifications (Study II, III). Fourth, in the context of Facebook photo-sharing, various aspects of privacy significantly impact users trust and activity and consequently photo-sharing intentions (Study IV). Fifth, women and young Facebook users are significantly more concerned about the privacy of their shared photos (Study V). Sixth, privacy-protective measures are significantly exercised more by young Facebook users, yet they exhibit more trust and a higher level of activity on Facebook (Study V). Overall, this dissertation work contributes to the existing theoretical and practical knowledge on activities associated with digital photos in computer-mediated platforms. Dissertation findings can be utilized by scholars engaged in researching computer-mediated communication, new media, privacy, and SNS behaviors.

Vodcasts (video podcasts) have become part of the Internet multimedia experience and have been integrated into universities’ direct and interactive promotion strategies, but, more importantly, their integrated marketing communication (IMC) plans. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of vodcasts on student attitudes and behavioral intentions. This paper uses structural equation modeling to assess the effectiveness of vodcasts as an enhancer of a university’s existing integrated marketing communication strategy to recruit prospective students. Three theoretical models were tested, and our findings indicate that perceived informativeness, credibility, and irritation of the vodcasts are directly related to their perceived value to viewers. However, of those three factors, only the informativeness is directly related to students’ intent to take further action toward enrollment in a way that can utilize other universities communication resources (e.g., asking additional questions on the phone or via email). In addition, while prior work has suggested that perceived entertainment of a web site positively influences its perceived value, we find that for university-specific vodcasts, perceived entertainment is not a statistically significant factor. The results suggest that when creating vodcasts to portray campus life and activities, less attention should be given to entertainment value, and more attention should be devoted to providing useful information in a manner that is credible and not irritating to students. Implications for researchers and practitioners are provided based on these results.

The paper examines motivations for social networking sites (SNS) among young adult users. Two studies were conducted to examine the study objectives. In the qualitative phase, the various motivations for use of SNS were identified. In the quantitative phase, responses collected from 308 young users of social networking sites were analysed using factor analysis and cluster analysis. Cluster analysis on the six motivations revealed four distinct clusters namely socialisers, self-presenters, passive observers and info-seekers. The implications of the study results are presented.

Purpose: This paper uses structural equation modeling to assess the effectiveness of Vodcasts (video podcasts) as part of a university’s communication strategy with prospective students. Design/methodology/approach: Three theoretical models were tested using a structural equation model. Findings: We find that perceived informativeness, credibility, and irritation of the advertising are directly related to the value of the Vodcast advertising. However of those three factors, only the informativeness is directly related to the intent to take further action toward enrollment. In addition, while prior work has suggested that perceived entertainment of advertising positively influences its perceived value, we find that for these university Vodcasts, perceived entertainment is not a statistically significant factor. Research limitations/implications: The results suggest that for Vodcasts used for these purposes, less attention should be given to entertainment value, and more attention should be focused on providing useful information in a manner that is credible and not irritating to students. Originality/value: Vodcasts have become part of the Internet multimedia experience and have been integrated into universities’ web-based promotion strategies. While prior work has examined general advertising on the web, few studies have considered the impact of the interactive medium of Vodcasts on attitudes and behavioral intentions.