1. online media and
their impact over
individual
opinion
Done by Bodoor Ghousheh/MBA student
Supervised by Dr Samer Mohammed

2. • “It’s not about technology and wanting to be online
constantly. It’s about wanting to belong and be connected
constantly.”
Johan Jervoe, Corporate VP, Global Marketing, McDonald’s Corp.
(iMediaConnection, 10/16/08)

3. What is the meaning of contemporary online media?
Digital media, which includes photos, video and music, distributed
over the Internet, which are either non-copyrighted or
copyrighted materials provided either freely or for a fee
Source:
http://www.businessdictionary.com/definition/online-media.html

4. Forms of online media

5. •
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Cost
Desktop publishing is way cheaper than printing.
Editing
There is no “final product” in online media since articles published online could be
edited writer anytime, anywhere.
Time
Articles can be published online in just a click; while offline publishing takes a while.
Audience
Online publications can reach readers from anywhere, anytime, as long as there is
internet connection. Moreover, online media is effective to get through the youths and
the large population of web users.
Sharing
You can share an online publication just by sending a link to your friend. No need to
scan, photocopy, or even hand over a paper
Advantages of online media over traditional media

6. politically
Consumer
behavior
Advertisements
and attitudes
The impact of online media over individuals opinions

7. First politically

8. Paper Title: Interaction of Media, Public Opinion and
Foreign Policy in China.
A Case Study of Nanjing-Nagoya Relation Suspension
Main idea of the paper:
This article shed the light on the relationship between
online media and government policy, the relation between
traditional media and online media, in the context of the
Japanese –Chinese relations.
General Introduction

9. This study examines the impact of Chinese online media on
foreign policy making in China by analyzing whether and
how Chinese bloggers were able to influence China’s
foreign policy decisions regarding Japan
.
Purpose/Aim of the paper

10. • This paper builds a Resultant Acceleration Model to
explain their relationship, in which there is a reaction
chain and deepening effect of the media, opinion and
policy. Public opinion serves as a good reference for
government officials and does help set the policy agenda.
Media 2inform and reflect the public and it plays an
active role in shaping information and public opinion,
which are important for foreign policy decision making.

11. Independent variable
Dependent variable
-The Date
-The Globe coverage(traditional
media)
-Top News messages(new media)
-MFA press conferences
The Variables
-the amount, the general tone
and attitudes of the posted
comments

12. Resultant
Acceleration
Model
(Note: “T”= “traditional media”; “N”= “new media”; “M”=“media”, “GP”= “government policy”;
“PO”= “public opinion”;
“LGP”= “local government policy”)

13. • RQ1: What’s the role of Chinese new media and what’s
its relationship with traditional
• media like in this case?
• RQ2: What’s the influence of public opinion on the
policy-making process and how it
• works differently or similarly on local and national
government?
• RQ3: What’s the position of the government like? Is it
active or passive?
Research Questions

14. • Content analysis
• micro blog posts and comments were analyzed, which
spanned on two days, Feb. 20th and 21st.
• Systematic sampling of the comments
Methodology

15. • The study is based on a content analysis of 190 micro
blog
• posts that were posted in the immediate aftermath of the
incident mentioned above (February 20• 22, 2012). The paper analyses how the mainstream media
and the foreign policymakers in China
• reacted to the posts during the three-day time period,
which was characterized by an emotional
• public debate, extensive media coverage, and a strong
political reaction.

16. Findings

17. First
Second
• traditional media and new
media are complimentary to
each other, with the former as
agenda setter and the latter as
agenda builder.
• public opinion pushes
government officials’ foreign
policy making process,
accelerates policy change and
helps set the policy agenda. In
addition, the influential power
of public opinion on different
governments is different: for
the local government, public
opinio nworks very quickly
and is possible to bring about
big changes; while on the
national government ,it is at a
slow pace and the changes are
also relatively small and less
noticeable
Conclusion
Third
• Third, according to the
timeline and consistency
analysis, the government is
quite passiveand responsive,
mainly reacting to the public
opinion instead of actively
channeling it for theirown
good.

18. Ignorance of
other posts
Systematic
sampling he
skipped
comments
Limitations
Not
generalizable
model
Limitations
Not cause
effect
relation

19. hopefully, this study can be beneficial to look at the
influence of public opinion, not only confined to China, but
also in other countries
Future Research

20. Second: Consumer
behavior

21. • Title of the paper: The Impact of E-Media on Customer Purchase
Intention
• Authors:. Mehmood Rehmani, Muhammad Ishfaq Khan.
Department of Management Sciences.
Mohammad Ali Jinnah University.
Islamabad Pakistan.
• Journal:(IJACSA) International Journal of Advanced Computer Science
and Applications,
Vol. 2, No.3, March 2011
• Main Idea :authors investigated the socia lmedia (e-discussion, websites,
online chat, email etc) parameters that have effect over the customers
buying decisions. There search focused on the development of research
model to test the impact of social media on the customer purchase
intention
Introduction

22. This study intends to explore the impact of social media on
purchase intention of mobile phone customers in Pakistan
Purpose of the paper

23. • STATEMENT OF THE PROBLEM
In view of the growing number of internet users, the
factors of social media that influence the purchase intention of
customers need to be explored. Social Media is being
considered playing an important role in customer buying
decisions, however little studies have explored its impact over
the customer purchase intention. This study intends to explore
the impact of social media on purchase intention of mobile phone
customers in Pakistan
Statement of the problem

24. Research Variables
1- Electronic Word of Mouth
2- Seller created online information
3- Information Acquisition
4- Perceived Quality (Combination of Product
and Service Quality)
5- Purchase Intention
Hypothesis/model

25. The Model

26. •
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
H1 Electronic word of mouth has positive impact on
purchase intention
H2 Seller created information has positive impact on
purchase intention
H3 Electronic word of mouth has positive impact on
perceived quality.
H4 Electronic word of mouth has positive impact on
information acquisition.
H5 Seller created information has positive impact on
information acquisition.
H6 Seller created information has positive impact on
perceived quality.
H7 Information acquisition positively impacts purchase
intention of customers.
H8 Perceived quality positively impacts purchase
intention of customers.
H9 Perceived quality has association with information
acquisition.
H10 Seller created information has association with
Electronic word of mouth.
Hypothesis

27. Thirdly: Ads and attitudes

28. • Title of the paper: SHUT-UP I DON’T CARE: UNDERSTANDING THE ROLE OF RELEVANCE
•
AND INTERACTIVITY ON CUSTOMER ATTITUDES TOWARDREPETITIVE ONLINE ADVERTISING>
• Authors: Damon E. Campbell1, Ryan T. Wrigh.
• Main idea of the paper: This paper focus on the new role of online media in
shaping customers attitudes and behaviors by discussing and searching the
relation between interactivity, personal relevance of ads and customers
attitudes.
• It also shed the light on the traditional method of marketing strategy which
is repetition and its relation to the customer positive attitude towards the
product.
Introduction

29. • This research paper argues that the online environment,
being far richer than traditional means of conveyance, has
a different constellation of constructs affecting attitudes
this research hopes to extend the traditional view of
advertising to the online environment by proposing two
additional constructs, other than repetition, that influence
attitudes of advertisements. These two factors are
personal relevance and interactivity
Purpose of this paper

30. • two empirical studies are undertaken to test the
relationships between interactivity, personal relevance
and attitudes. The first is a survey study (N=97), and the
second employs a laboratory experiment (N=118).
• a review of classic theory is presented that supports the
idea that repeated exposure of stimuli results in positive
attitude formation.(the Mere Exposure Theory and the
Propinquity Effect)
Study type

31. The research model

32. • H1a: For a repetitive online advertisement, a user’s attitude toward the ad is
positively affected by the level of personal relevance in the advertisement.
• H1b: For repetitive online advertisements, a user’s attitude toward the advertised
product is positively affected by the level of personal relevance in the
advertisements.
• H1c: In situations of repetitive online advertising, a user’s attitude toward a
website is positively affected by the level of personal relevance in the
advertisements.
• H2a: For repetitive online advertisements, the perceived level of interactivity in
online ads positively affects a user’s attitudes toward the ads.
• H2b: For repetitive online advertisements, the perceived level of interactivity in
online ads positively affects a user’s attitudes toward the products featured in the
ads.
• H2c: For repetitive online advertisements, the perceived level of interactivity in
online ads positively affects a user’s attitudes toward the website.
Hypothesis

33. two different studies using different methods were
conducted. In the first study, survey methods were
employed to examine the hypotheses with a generalizable
sample. The second study used a laboratory experiment,
which allowed for isolation of the effects of interest. The
analysis of these studies was
conducted using structural equation modeling (SEM) with
AMOS 4.0 to test these hypotheses and the fit of these
research models.
A snowball sampling technique was used to recruit
participants for this study
Methodology

34. • These two studies show that the effect of
• advertisement interactivity on all three dependent
variables (attitude toward the ad, website, and product
featured in the ad) was significant in both studies. Also,
the effect of personal relevance was significant in both
studies for attitude toward the advertisement. However,
there was not convergence between results in the two
studies regarding the effect of personal relevance on
attitude toward the website and attitude toward the
product.
Findings

35. • H1c and H1b are the two hypotheses that were not supported
in both studies. However, neither was rejected by both studies.
Such results suggest that there may be mediating or
moderating variables of interest between the constructs
personal relevance and the dependent variables of attitude
toward the website and attitude toward the product. Future
research should investigate other possible factors that could
explain these results (e.g., irritation, annoyance, cognitive
load).
• Studies 1 and 2 compliment each other by attesting to the
importance of the level of advertisement interactivity on
attitudes, and to the effect of personal relevance on attitudes
toward eCommerce advertisements.
Conclusion

36. • Non representative sampling method.
• these studies only used two levels of Interactivity (High
vs. Low) and one type of advertisement (popup ads).
Therefore, interpretation of these results should be
tempered with that understanding.
Limitations

37. Future research should go beyond the scope of this research
and isolate the different dimensions of Interactivity (i.e.,
speed, range, and mapping). Also, future research should
investigate these effects with different types of
advertisements, which may or may not be able to
incorporate manipulations on every dimension of
Interactivity.
Future research

38. • The perfect paper
• Clear statement of the problem and purpose of this paper
• Comprehensive with logical flow of ideas, with clear
literature review, with great usage of statics and tables
and good illustration of the variables and relations
between them, new and innovative model , it has the
limitations and recommendations for future research
• I think this paper has really added something modern and
innovative , it is really the perfect paper.
Overall Evaluation