Researcher on online media consumer behavior. I am interested in understanding media engagement and potential marketing implications. Supervisors: Steve Lacy, Robert LaRose, Cliff Lampe, and Joe Walther
This study focuses on two dimensions of market orientation and the corresponding dimensions of ma... more This study focuses on two dimensions of market orientation and the corresponding dimensions of market knowledge competence: i.e., the customer and competitor dimensions. We examine whether customer and competitor orientations are transmuted into market-based innovation either directly, or through customer and competitor knowledge competencies indirectly. The findings support that knowledge competencies are indeed mediators of the positive relationships between orientations and market-based innovation. Also, market-based innovation mediates the positive relationships between customer and competitor knowledge competencies and overall firm performance. A cross-country comparison reveals that, in the U.S. as compared to Chinese firms, customer (or competitor) orientation leads to both higher customer (or competitor) knowledge competence and enhanced market-based innovations; in other words, the model’s relationship strengths are greater in U.S. firms, indicating that they are better abl...
Abstract One of the biggest challenges faced by social media sites like Wikipedia is how to motiv... more Abstract One of the biggest challenges faced by social media sites like Wikipedia is how to motivate users to contribute content. Research continues to demonstrate that only a small percentage of users contribute to user-generated content sites. In this study we assess the results of a Wikimedia Foundation initiative, which had graduate and undergraduate students from 22 US universities contribute content to Wikipedia articles as part of their coursework. 185 students were asked about their participation in the initiative and their ...
Abstract One of the biggest challenges faced by social media sites like Wikipedia is how to motiv... more Abstract One of the biggest challenges faced by social media sites like Wikipedia is how to motivate users to contribute content. Research continues to demonstrate that only a small percentage of users contribute to user-generated content sites. In this study we assess the results of a Wikimedia Foundation initiative, which had graduate and undergraduate students from 22 US universities contribute content to Wikipedia articles as part of their coursework.
This study focuses on two dimensions of market orientation and the corresponding dimensions of ma... more This study focuses on two dimensions of market orientation and the corresponding dimensions of market knowledge competence: i.e., the customer and competitor dimensions. We examine whether customer and competitor orientations are transmuted into market-based innovation either directly, or through customer and competitor knowledge competencies indirectly. The findings support that knowledge competencies are indeed mediators of the positive relationships between orientations and market-based innovation. Also, market-based innovation mediates the positive relationships between customer and competitor knowledge competencies and overall firm performance. A cross-country comparison reveals that, in the U.S. as compared to Chinese firms, customer (or competitor) orientation leads to both higher customer (or competitor) knowledge competence and enhanced market-based innovations; in other words, the model’s relationship strengths are greater in U.S. firms, indicating that they are better abl...
Abstract One of the biggest challenges faced by social media sites like Wikipedia is how to motiv... more Abstract One of the biggest challenges faced by social media sites like Wikipedia is how to motivate users to contribute content. Research continues to demonstrate that only a small percentage of users contribute to user-generated content sites. In this study we assess the results of a Wikimedia Foundation initiative, which had graduate and undergraduate students from 22 US universities contribute content to Wikipedia articles as part of their coursework. 185 students were asked about their participation in the initiative and their ...
Abstract One of the biggest challenges faced by social media sites like Wikipedia is how to motiv... more Abstract One of the biggest challenges faced by social media sites like Wikipedia is how to motivate users to contribute content. Research continues to demonstrate that only a small percentage of users contribute to user-generated content sites. In this study we assess the results of a Wikimedia Foundation initiative, which had graduate and undergraduate students from 22 US universities contribute content to Wikipedia articles as part of their coursework.
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