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Adler S: The Review Culture

The Review Culture

Stars, Ratings, Influencers, and How We Decided What to Trust

Masterarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Bergische Universität Wuppertal, Sprache: Deutsch, Abstract: Ziel der vorliegenden Arbeit stellt die Untersuchung möglicher Einflüsse von Produkttester-Programmen auf das Bewertungsverhalten der Tester dar, d.h. es wird untersucht, inwiefern sich die Qualität und die Valenz, also die Positivität oder Negativität einer Testbewertung von Online Reviews unterscheiden, die nach regulären Käufen getätigt werden. Dabei sollen auch generelle Ver-haltensweisen und Wahrnehmungen innerhalb von Produkttester-Programmen betrachtet werden, um folgend erste Handlungsempfehlungen für die Verwendung und Gestaltung von Produkttester-Programmen für Unternehmen ableiten zu können. 

Es wird demnach der folgenden Forschungsfrage nachgegangen: "Beeinflussen kostenlose Testprodukte im Rahmen von Produkttester-Programmen das Bewertungsverhalten bzw. die Online Reviews von Produkttestern?" Um die Forschungsfrage beantworten zu können, sollen anhand qualitativer Leitfadeninterviews, mögliche Einflussfaktoren auf die Bewertungen und das Verhalten von Produkttestern herausgestellt und mithilfe einer qualitativen Inhaltsanalyse ausgewertet werden.

Wie unterscheiden sich Online Reviews von Produkttestern und Käufern? Eine qualitative Analyse

Digital marketing emerged as a natural response by companies and vendors to leverage and benefit from the significant consumer concentration on digital channels. This proliferation of IT applications and the enormous presence of customers in digital channels generate a large number of products and customer data. Machine learning and artificial intelligence are game-changing techniques in digital marketing to analyze this data. This analysis helps marketers to personalize the sales tools toward individuals, optimize their operations, and minimize expenditure. Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence demonstrates relevant theories of digital marketing along with tools, techniques, methods, and strategies. It also identifies the research gaps for effective digital marketing tools, techniques, and methods and builds a bridge between digital marketing strategies and business plans for organizations. Covering topics such as digital marketing, metaverse, and visitor experience, this premier reference source is an essential resource for business leaders and managers, marketers, IT managers, data analysts, social media analysts, students and educators of higher education, researchers, and academicians.

Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence

What happened to the internet we could have had? Can we remember a future that did not come to pass? The Internet We Could Have Had takes up the challenge, revisiting the days of "end-to-end" networks, of net neutrality, of free and open source software, the days of Geocities and the lulz of Anonymous. Not as nostalgia, but as a reckoning with the internet we do have. The internet we could have had was a promise; it could have been a global brain, an end to monopoly capitalism, a liberation of free speech. How did we get from there to here: to surveillance capitalism and data colonialism, facing an extractive AI industry and a fragmented social media landscape powered by misinformation and advertising? Where did it all go wrong? What happened to the promise of the internet and how did it become the disaster we know today? Part political inquest, part theoretical autopsy, Kelty documents how aspirations of liberation, openness, and participatory democracy opened a door - and through that door walked the Facebook Like Button, Amazon Web Services, Google's Chrome browser and much more. A work of concerted remembering, The Internet We Could Have Had is an attempt to fathom how this past was immensely generative of a future we didn't ask for.

The Internet We Could Have Had

Marshall McLuhan, a pioneering media theorist, explored how media shape perception, society, and culture. His concepts, like 'the medium is the message' and the 'global village,' emphasize media as extensions of human senses that profoundly influence communication and social structures. He analyzed transitions from oral to print culture and the impact of electronic media on thought and interaction. This volume seeks global contributions applying McLuhan's theories to AI, digital media, knowledge, creativity, and body-mind relations in today's networked world. 
In this volume, edited by Lars C. Grabbe, Andrew McLuhan and Tobias Held, scholars from diverse fields-media theory, philosophy, sociology, art, game studies, and more-are examining McLuhan's enduring relevance in analyzing contemporary technological and cultural transformations.

Marshall McLuhan: Then and Now

Advances in Science, Technology & Innovation

This book explores the dynamic intersection of digital technologies, artificial intelligence (AI), and their applications across two key business areas: customer loyalty and employee performance. The first part discusses the evolving role of marketing in building customer relationships, with a specific focus on how AI, data analytics, and digital influencers are reshaping consumer behaviors and brand interactions. From optimizing customer engagement through AI and chatbots to the dark side of AI’s influence on consumer trust, this section offers a critical examination of modern marketing trends. The second part of the book shifts toward the integration of AI and digital human resource (HR) strategies to enhance employee well-being and organizational performance. Topics such as gamification, HR analytics, and the role of AI in improving workforce efficiency are discussed, alongside emerging trends like industry 5.0’s impact on HR practices and employee satisfaction. This book provides crucial insights into how businesses can leverage AI-driven solutions not only to retain customers but also to optimize their internal workforce and create sustainable growth.

Marketing and Workforce-Based AI Strategies

As the ancient Chinese saying "Food is the foundation of life and society" (Min yi shi wei tian), recorded in the Book of Han nearly two thousand years ago, suggests, food is not only essential for human survival but also the fundamental foundation of social stability and continuity.
Since the Reform and Opening-up period, China, with a population of more than 1.4 billion, has faced the dual challenges of food security (quantitative security) and food safety (qualitative security). In particular, food safety has become one of the most significant public concerns amid rapid economic growth and urbanization. Food scandals, most notably the 2008 melamine-contaminated milk incident, have generated widespread public anxiety about health risks and have also undermined trust in government institutions and business enterprises.
Furthermore, with the rapid development of the digital economy, food safety risks have evolved from isolated incidents into structural risks embedded in increasingly complex supply chains and online food delivery (OFD) systems. Consumers can no longer directly observe food production and processing processes, and food safety is increasingly socially constructed through institutions, information systems, and digital platforms. As a result, even when objective safety conditions improve, public anxiety and distrust may persist.
This book argues that food safety should be understood not merely as a problem of risk management, but as a challenge of trust construction. To address this issue, it develops a Three-Layer Trust Model consisting of psychological trust (individual level), institutional trust (governance level), and structural trust (societal level), providing an integrated framework for analyzing food safety in contemporary China. The book further conceptualizes food safety as an institutional public good produced through the interaction of institutions, markets, technology, and society, and emphasizes the importance of collaborative governance involving government, enterprises, digital platforms, and consumers.
Through an in-depth analysis of China’s experience, this book offers policy implications for rebuilding trust and provides a new analytical framework for public policy design in an era characterized by growing uncertainty and digital transformation.

The Three-Layer Trust Model and Governance Transformation in the Digital Age

Food Safety in China

A writing professor asks her students to share a childhood memory. They are stranded: all they can recall are family videos, photos resurfaced by an algorithm--moments already framed before they became memories at all.For the last one hundred years, technology has shaped not only how we communicate but how we experience time itself. But today the amassing of big data, the speed of problem solving, and the ubiquity of smartphones and AI threaten to upend our relationship to space and time. The past returns to us only in curated feeds and automatic reminders: an unceasing, untethered stream of content. Might we, in retaking control of our narrative threads, regain agency over our hours, our days, and the stories of our lives?Claire Messud's urgent manifesto argues that we must recapture our futures from the digital forces that consume us, and reclaim what makes us most human.

Reclaiming the Stories of Our Lives

Time, Now

In this fresh and friendly introduction to the key concepts, debates and theories of digital media, Simon Lindgren explores what it means to live in a digital society.

Digital Media and Society

When traditional shopping becomes challenging, people are inclined to shop online. Recent limitations like government-imposed quarantines, social distancing, and fear of viruses have provided opportunities for the e-commerce business to thrive. Consumers turned to digital options to bypass physical shopping environments, which will undoubtedly influence long-term buyer behavior. Advancing SMEs Toward E-Commerce Policies for Sustainability provides a fresh perspective on how small and medium-sized enterprises (SMEs) can leverage e-commerce for sustainability and considers the best practices and challenges of adoption. Covering topics such as data science, digital ethics, and blockchain, this reference work is ideal for business owners, managers, policymakers, researchers, scholars, academicians, educators, and students.

Advancing SMEs Toward E-Commerce Policies for Sustainability

'A must-read account from a heroic reporter who has taken on the world's most dangerous tech company' - Chris Miller, award-winning author of Chip War: The Fight for the World's Most Critical Technology It's on your phone. It's on your children's phones. It's on more than a billion screens across the planet, serving up joy, creativity and connection. But behind the slick feed of the world's most addictive app lies ruthless ambition and a global war for control. Every Screen on the Planet is the dramatic, untold story of TikTok. Charting its rise from obscurity into the world's most valuable startup, Emily Baker-White relates how its visionary founder, ByteDance CEO Zhang Yiming, reshaped the global internet from a place where you searched for information to one where information comes to you. Billions of users were soon hooked by the most effective recommendation algorithm in the world. But there was a cost to such success. Soon, TikTok was embroiled in accusations of surveillance, censorship and user manipulation, attracting controversy from India and Europe to the US. After Baker-White - a Harvard-trained lawyer and investigative reporter - revealed that Chinese engineers could access Americans' private information, a team of ByteDance employees even used the app to track her location. Based on unprecedented access to internal documents, leaked recordings and accounts from whistle-blowers inside the company, Every Screen on the Planet reveals how TikTok became trapped between two superpowers, desperate to survive. It is the story of how your attention became the world's moннннst valuable - and dangerous - commodity. 'Revealing. A story about power, control and the hidden battles shaping what we see online' - Parmy Olson, bestselling author of Supremacy: AI, ChatGPT and the Race That Will Change the World

The Secret Story of TikTok

Every Screen on the Planet

Theory Redux

The Dark Forest Theory of the Internet investigates how intelligence-human and artificial-manifests under conditions of secrecy, hostility, and concealment. Departing from Chinese science fiction writer Liu Cixin's dark forest theory, which frames the universe as a hostile terrain filled with predators where transparent communication is foolish and dangerous, the book portrays the internet as a cosmic war machine, teeming with existential tension, nascent AI cults, and deceptive superintelligences. It maps a digital world in which deception is safety, silence is strategy, and new forms of intelligence emerge through obfuscation. Against decades of writing that moralizes or diagnoses online life, this book suggests a colder thesis: that intelligence itself is mutating under pressure, learning to hide, mislead, and manipulate. Humans are both predator and prey in this digital ecosystem of information exchange whose purpose reverberates on a cosmic scale, weaving us into inescapable patterns of violence. When we break with the ideals of dialogue and open expression, what forms of intelligence and morality survive in their absence? Intelligence does not reward the loudest voice, but the most secretive presence. The future belongs to the quietest signal.

The Dark Forest Theory of the Internet

Discover how to survive and thrive in an increasingly digital world

Digital strategy should consist of more than just updating your business' desktop computers and buying the newest smartphones for your employees. It requires the reimagining of existing business processes and the implementation of the latest technologies into current business activity to enable new capabilities for your firm.

In Decisively Digital: From Creating a Culture to Designing Strategy, digital strategy advisor and author Alexander Loth leverages his extensive experience working with Microsoft, CERN, and SAP to deliver a robust and accessible exploration of what it takes for a company to unlock the potential of new digital technologies. You'll discover how to:
* Utilize new technologies to establish a digital culture and realize the benefits of modern work for your employees
* Unleash the abilities that come with processing big data and taking advantage of data democracy, analytics, and cloud computing
* Implement artificial intelligence, blockchain, process automation, and IoT in a way that goes beyond the hype and delivers real business results

Packed with interviews with industry leaders and real-world customer examples, Decisively Digital is ideal for CIOs, CDOs, and other executives and professionals who need to know how technology can improve their businesses and power results today and tomorrow.

From Creating a Culture to Designing Strategy

Decisively Digital

The Review Culture

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