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7

Project log

Malte Wattenberg
added a research item
Relevance & Research Question: Companies on the one hand face the need to constantly revise and adopt their web design in order to stay competitive. Researchers on the other hand try to find patterns, similarities and differences in design based on culture. However, are there any cultural related differences along different industries concerning design or is there a global cultural alignment and conformity? Is it possible to break down website design to comparable parameters? Methods & Data: A developed web application analyses the landing pages of user-defined websites in different countries. The application uses the python web automation framework Selenium in order to get the HTML structure as well as fonts in use and images. An initial analysis was conducted with 988 landing pages of 62 companies of the industries banking, insurance, consulting and porn as a contrasting sector. The companies cover 35 nations of different cultural spaces. Results: The applied methods reduce the design of the analysed sites to the essential parameters layout, predominant colours of the HTML-elements, and typography. The application then displays the results as colorized wireframes. The analysation furthermore includes average values regarding the length of the site, word count, text and image ratio as well as commercial and open font types. In addition, the tool enables the user to compare industries and countries.The main finding of the examined dataset shows that there is a high tendency of global cultural alignment in analysed industries when regarding companies of the western culture. Asian companies, e.g. the bank of china, highly differentiate their design regarding the target culture, e.g. using considerably more colours in Asia. Similarities in all observed industries can particularly be found in typography where Arial is still the predominant font type. Added Value: The application reveals the identity of websites and the interdependence between markets, culture and design. Hence, the reduction to rel-evant parameters easily enables companies to compare their website design within and across the industry. In summary, it makes design comprehensively and provides a profound database for design based decision-making, which is adoptable to different target industries.
Malte Wattenberg
added 7 research items
Relevance & Research Question: The sitting President of the United States Donald Trump continues to rail against the media. He repeatedly declared evidence-based reporting as misinformation and so-called »Fake News«. The media though has to find a way to deal with these accusations and this type of political behaviour.However, how does the international online media presence of Donald Trump actually look like and can trends be identified? What are the reactions of the online news landscape on Trumps highly divisive politi-cal statements and actions and how can the impact be visualized? Methods & Data: Our recently developed web based application »Donald Says« auto-matically collects 150 RSS-Feeds of chosen American and internation-al online news sites since August 2017 in a 10-minute time interval. It next uses Natural Language Processing and Part of Speech Tagging (PoS) to extract substantives. Up to the present day, the collected data-base consists of approximately 40.000 entries.Results: Firstly, the tool visualizes the increase and decrease of published RSS articles using a line chart. The impact of Donald Trump’s comments are reflected by the longevity and magnitude. Secondly, the application shows the current global buzzwords listed either in tabular form or by hovering the displayed index. Moreover, fluctuations of the index and buzzwords are expressed absolutely and as a percentage. By observing the index or numbers the visitor can now easily identify peaks, such as the fire and fury incident concerning North Korea on August 9th with an increase of the index above twice of the average. Added Value: The Trump Media Index effectively displays the international scope and media efficiency of Trumps political actions and statements. Additionally, the application provides a fast access to the latest topical background by showing relevant buzzwords and their trends. The public, journalists and companies benefit from a comparison between worldwide news portals in order to better classify political events directly linked to the U.S. president and indicate possible tendentiousness of regional head-lines more quickly. Finally, it is easily conceivable to extend the tool to analyse other controversial topics apart from Trump.
The purpose of this paper is to determine which characteristics are important for the success of a brand post on Facebook. Characteristics such as post content and style are investigated for small and medium enterprises (SME) in Germany. First, a comprehensive review is completed on the latest research regarding the impact of post content for the success of Facebook posts and user motivations to like or share a post. The results of this review indicate which drivers influence a post’s number of likes, comments and shares. Next, the impact of these drivers is examined under the conditions of German SME. For this purpose, 15 Facebook users were questioned in a 45-minute semi-structured qualitative interview to determine whether they like several posts with different styles or content. Furthermore, the respondents were asked about their personal opinion on the posts and which elements they prefer. The results show that responded preferences differ strongly, especially regarding text style and use of text markups. The respondents tend to prefer posts with informational content and not just advertisements. The use of images and videos in a post has a very positive impact on respondent perception, who appreciate the added value of these elements. With regards to the motivation of users for liking a post, the results show that altruism is a strong driver for all post types. For posts containing advertisements, promotions, or contests, the main driver for likes is personal gain, such as financial benefit. Overall, the findings of this research are similar to former studies, having identified the positive impact of images, videos, and informational content. The differences for posts of SME and German users are their preferences, especially regarding the text length or style of the post. In conclusion, the results show a broad range of Facebook user preferences, which will require further research in the field of SME brand pages to issue a clear statement on the success or failure of brand posts.
Relevance & Research Question: The intensity of use of social network sites (SNS) like facebook by a huge number of companies seems to be unbroken. However, several questions arise in this context: “What is the average behavior of facebook users?”, “Which structural elements are important for an online presence of companies at facebook?”, “Are there any content-based factors which lead to a very successful corporate-communication?” Particularly, the small and middle sized companies need easy-to-use recommendations for action for their online presence in SNS. Methods & Data: Between Nov. and Dec. 2015 a quantitative online survey consisting of 28 questions was conducted among 403 facebook users. Results: The key findings can be distinguished in the following catego-ries: “usage”, “structure”, “topics” and “interaction”. 83% of the partici-pants use facebook on a daily basis with an average of 7 logins per day. The main days of usage and time of the days can be found from Friday to Sunday, between 18:00 and 21:00 o’clock (67%). As most impor-tant structural element users identify a link to the corporate website (stated by 87%) and a brief description of the company (85%). Con-cerning reasons for liking a page users mainly expect the topics “dates and events” (61%), “news from the industry” (44%), “corporate news” (42%) and “additional information about products” (42%), whereas the postings users find most interesting are product tests. Reasons for liking a post are mostly due to informative (81%) or funny (56%) content, which has to be readily identifiable (69%) and preferably contains a picture (63%). Regarding interaction 69% of the users never contacted a company via facebook in the past but estimate a response time of under a day (55%).Added Value: The results lead to recommendations when to post an article in order reach the largest audience, which topics should be covered, writing style and interaction and thus enables companies to enhance their online presence on facebook.