Matching Items (4)
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- All Subjects: Consumer Behavior
- All Subjects: Individual investors
- Creators: Gu, Bin
- Member of: ASU Electronic Theses and Dissertations
- Status: Published
Description
Social media offers a powerful platform for the independent digital content producer community to develop, disperse, and maintain their brands. In terms of information systems research, the broad majority of the work has not examined hedonic consumption on Social Media Sites (SMS). The focus has mostly been on the organizational perspectives and utilitarian gains from these services. Unlike through traditional commerce channels, including e-commerce retailers, consumption enhancing hedonic utility is experienced differently in the context of a social media site; consequently, the dynamic of the decision-making process shifts when it is made in a social context. Previous research assumed a limited influence of a small, immediate group of peers. But the rules change when the network of peers expands exponentially. The assertion is that, while there are individual differences in the level of susceptibility to influence coming from others, these are not the most important pieces of the analysis--unlike research centered completely on influence. Rather, the context of the consumption can play an important role in the way social influence factors affect consumer behavior on Social Media Sites. Over the course of three studies, this dissertation will examine factors that influence consumer decision-making and the brand personalities created and interpreted in these SMS. Study one examines the role of different types of peer influence on consumer decision-making on Facebook. Study two observes the impact of different types of producer message posts with the different types of influence on decision-making on Twitter. Study three will conclude this work with an exploratory empirical investigation of actual twitter postings of a set of musicians. These studies contribute to the body of IS literature by evaluating the specific behavioral changes related to consumption in the context of digital social media: (a) the power of social influencers in contrast to personal preferences on SMS, (b) the effect on consumers of producer message types and content on SMS at both the profile level and the individual message level.
ContributorsSopha, Matthew (Author) / Santanam, Raghu T (Thesis advisor) / Goul, Kenneth M (Committee member) / Gu, Bin (Committee member) / Arizona State University (Publisher)
Created2013
Description
Responding to the allegedly biased research reports issued by large investment banks, the Global Research Analyst Settlement and related regulations went to great lengths to weaken the conflicts of interest faced by investment bank analysts. In this paper, I investigate the effects of these changes on small and large investor confidence and on trading profitability. Specifically, I examine abnormal trading volumes generated by small and large investors in response to security analyst recommendations and the resulting abnormal market returns generated. I find an overall increase in investor confidence in the post-regulation period relative to the pre-regulation period consistent with a reduction in existing conflicts of interest. The change in confidence observed is particularly striking for small traders. I also find that small trader profitability has increased in the post-regulation period relative to the pre-regulation period whereas that for large traders has decreased. These results are consistent with the Securities and Exchange Commission's primary mission to protect small investors and maintain the integrity of the securities markets.
ContributorsDong, Xiaobo (Author) / Mikhail, Michael (Thesis advisor) / Hwang, Yuhchang (Committee member) / Hugon, Artur J (Committee member) / Arizona State University (Publisher)
Created2011
Description
This study examines the 3 key questions of media budget allocation, to find our a better invest model. Including spending share of traditional media and digital media, program selection strategy and duration mix optimization to analyse the trend of sample A (a global cosmetic brand) . Based on every test media campaign, we do research of media performance and sales volumn, add youth consumer behavior result, to develop a media investment ROI model for this brand. Create the evaluation system according to past big data and find the learnings of different length TVC usage. Of course all relavant findings and implications will be summarized after every section.
ContributorsXu, Jin (Author) / Gu, Bin (Thesis advisor) / Chen, Xinlei (Thesis advisor) / Shao, Benjamin (Committee member) / Arizona State University (Publisher)
Created2018
Description
During the past decade, the Chinese bond market has been rapidly developing. The percentage of bond to total social funding is constantly increasing. The structure and behavior of investors are crucial to the construction of China’s bond market. Due to specific credit risks, bond market regulation usually involves in rules to control investor adequancy. It is heatedly discussed among academia and regulators about whether individual investors are adequate to directly participate in bond trading. This paper focuses on the comparison between individual and institutional bond investors, especially their returns and risks. Based on the comparison, this paper provides constructive suggestions for China’s bond market development and the bond market investor structure.
ContributorsLiu, Shaotong (Author) / Gu, Bin (Thesis advisor) / Zhu, Ning (Thesis advisor) / Yan, Hong (Committee member) / Arizona State University (Publisher)
Created2016