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Exploring Naming Behavior in Personal Digital Image Collections: the Iconology and Language Games of Pinterest

Description: As non-institutional digital image collections expand into social media, independent non-professional image curators are emerging, actively constructing alternative naming conventions to suit their needs in a social collecting environment. This project considers how independent user-curators are developing particular sense-making behaviors as they actively contribute names to large, unstructured social image collections. In order to capture and explore this evolving language adaptation, Pinterest names are analyzed using a matrix composed of Panofsky’s three strata of subject matter, Rosch’s levels of categorical abstraction, Shatford Layne’s image attributes and Wittgenstein’s language game constructions. Analyzing Pinterest image names illuminates previously unnoticed behaviors by independent user-curators as they create shared collections. Exploring the various language choices which user-curators select as they apply this new curating vocabulary helps identify underlying user needs not apparent in traditionally curated collections restricted to traditional naming conventions.
Date: December 2014
Creator: Sutcliffe, Tami
Partner: UNT Libraries

Evaluating Semantic Internalization Among Users of an Online Review Platform

Description: The present study draws on recent sociological literature that argues that the study of cognition and culture can benefit from theories of embodied cognition. The concept of semantic internalization is introduced, which is conceptualized as the ability to perceive and articulate the topics that are of most concern to a community as they are manifested in social discourse. Semantic internalization is partly an application of emotional intelligence in the context of community-level discourse. Semantic internalization is measured through the application of Latent Semantic Analysis. Furthermore, it is investigated whether this ability is related to an individual’s social capital and habitus. The analysis is based on data collected from the online review platform yelp.com.
Date: August 2015
Creator: Zaras, Dimitrios
Partner: UNT Libraries

"I Speak, Therefore I Am:" Identity and Self-Construction as Motivation to Engage in Electronic Word of Mouth

Description: To paraphrase an old bromide, "you are what you consume." Consumers derive their sense of self through products, brands, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized possessions as an extension of the self-concept. Although hundreds of studies have examined the linkage between consumption and the self, surprisingly few have examined a related phenomenon - the relationship between the self-concept and word of mouth (WOM). A handful of studies have demonstrated the use of WOM to enhance the consumer's self-image, but most extant research focuses on how the act of engaging in WOM is used to build the self-concept. To date there has not been an extensive examination of the process by which WOM transfers the meaning of a product, brand, advertisement or narrative from one consumer to another as part of identity construction. This dissertation attempts to answer the following research questions: 1. Do self-concept and identity motivate consumers to engage in electronic word-of-mouth (eWOM)? 2. Is there a conceptual model to represent the effects of message characteristics, product/brand characteristics and individual personality differences on the self-enhancement value of eWOM and resulting eWOM behaviors? A conceptual model was proposed and, using an experimental research design, hypotheses were tested using structural equation modeling (SEM). The results suggest that self-concept and identity indeed motivate consumers to engage in eWOM, and a number of brand and message traits comprise eWOM's self-enhancement value. This dissertation both contributes to the theoretical understanding of eWOM and assists managers in developing marketing strategy. The use of WOM for identity construction remains an understudied area in marketing when compared to the consumption of products as self-expression. This research provides suggestions for practitioners in harnessing the potential of eWOM as a marketing strategy through message development and targeting of ...
Date: August 2010
Creator: Taylor, David George
Partner: UNT Libraries