Do you feel like you’re always thinking in 140 characters?
Microblogging platforms have skyrocketed in popularity in the last decade. As of August 2018, Twitter had over 335 million active monthly users, while Weibo, the Chinese social media giant, had over 431 million users. What makes these platforms so enticing to billions of people?
Xue Bai, associate professor with dual appointments in the Departments of Marketing and Supply Chain Management and Management Information Systems, investigated why these short-form social media platforms can be so addictive, together with researchers from Renmin University and Tsinghua University, in her recently published paper.
Bai and her colleagues analyzed the habits, uses and desires of 520 microblogging users. They found that users often used the platform for three distinction purposes: communication, information gathering and entertainment. Then, the researchers took the study deeper by distinguishing the levels of gratification, or the reasons why users feel satisfied when using the platform. Bai classified gratification into three categories: when people are satisfied due to the content they consume or share, the process of using the platform and the social needs they look to fulfill.
“Before, the commonly accepted understanding was that use leads to addiction,” says Bai. “But it turns out in our study, it is how you use it and how you feel from the use of it that leads to addiction.” For example, Person A might use Twitter more than Person B, but if Person B feels more satisfied when using it due to her particular purpose, she may be more likely to become addicted, regardless of time spent on the platform.
The theory behind the study, called “uses and gratifications,” is a common approach to analyzing mass media. However, by distinguishing between the “uses” and “gratifications,” Bai and her colleagues extended the theory to study the causal relations between use, gratification and addiction, opening up new possibilities for media research.
The researchers hypothesized that users with higher gratification levels have a great possibility of becoming addicted. “This constant feeling [of satisfaction] leads to psychological reinforcement and then eventually to dependence,” says Bai. The researchers then linked gratification to four dimensions of addiction—diminished impulse control, loneliness or depression, social comfort and distraction—to determine the path from use to gratification to addiction tendency.
The study found that the different types of purposes led to varying levels of gratification. “For example, if a user is using the microblogging platform mostly for information, information leads to content gratification and social gratification,” says Bai. Using microblogging for entertainment purposes led to satisfaction with social interactions and their experience of the process. The purpose for social communication, surprisingly, yields the least satisfaction among the three types of use.
“Social gratification, however, was the most impactful to addiction,” says Bai. Users who were satisfied from the social aspects of the platforms were more susceptible to loneliness, diminished impulse control and distraction, and were the most likely to be addicted. “Users who felt satisfied with content were the least likely to become addicted,” said Bai.
With the pervasiveness of microblogging tools, these insights are practically important to both consumers and platform designers. Bai hopes her research will help address the issue of social media addiction by understanding more about how these tendencies are formed. “We hope this will guide platform designers to better construct microblogging platforms to enhance the positive effects and avoid the negative impacts,” says Bai. “The research can inform the design of a platform to satisfy users’ needs at an optimal level, not to the point of being addicted.” For example, companies could use this research to emphasize content gratification, which has the least impact on addiction tendency.
Certainly, microblogging will not be going away, says Bai. “It is changing the way people, especially teenagers, communicate with each other and socially interact with the rest of the world.”
Temple University’s Institute for Business and Information Technology (IBIT) and Lockheed Martin (NYSE: LMT) are joining forces to help solve the cyber talent crisis that faces the country. This fall they will host a National Cyber Analyst Challenge designed to encourage and support the best students currently pursuing cyber related degrees in the top cyber programs in the nation.
Between seven and 10 schools with appropriate programs will select and field a team of top students (undergraduate or master’s studying information systems, computer science or engineering) to participate in the three-phase competition. First, each team will analyze and propose solutions to a cyber case. The second phase is a full day of virtual training. The finals, a real-time practical challenge, will be held in Washington, D.C. in October.
Each school that joins the contest will receive $15,000 to support students, faculty and travel. The winning team will be awarded up to $25,000.
The Cyber Analyst Challenge was created to respond to strong needs in the industry.
According to SimplyHired.com, in April 2015 there were 26,980 open cyber-security related positions. The need in these positions is less for operators and more for analysts. As threats multiply and diversify, intelligence analysis and identification is becoming critical, rather than secondary to the ability to configure or code secure servers. Yet, the job seekers in the talent pipeline find it difficult to integrate operational skills with strategic threat and cyber analysis.
“Our programs and our customers have a significant need for students to enter the workforce with not only the technical cyber skills but the analysis mindset that a competition like this will foster,” explained Chris Kearns, Lockheed Martin vice president of Enterprise IT Solutions. “We are thrilled to partner with our nation’s top universities to invest in the future workforce.”
The competition will not only enhance the skills of the future workforce and inspire students to pursue careers in cyber-security. Students will receive fast-paced, real world practical experience, scholarships, recognition and the opportunity to engage with others who share their interests, nationwide.
“This competition is unique because it focuses on student development from the start and will serve as a role model for how to develop talent by engaging with industry in systematic and sustained manner,” said Dr. Munir Mandviwalla, Associate Professor and Chair of the Fox School of Business’ Management Information Systems department, and IBIT Executive Director.
Fox School’s Institute for Business and Information Technology (IBIT), at Temple University, provides cutting-edge knowledge and valuable connections to sustain excellence in information technology. IBIT integrates industry perspectives with academic research expertise to create forums for generating and exchanging best practices.
IBIT is affiliated with the Fox School’s nationally ranked Department of Management Information Systems. IBIT draws participating faculty and students from MIS as well as the expertise of the entire Fox and Temple University community.
For more information please visit http://cyberanalystchallenge.org
About Lockheed Martin
Headquartered in Bethesda, Maryland, Lockheed Martin is a global security and aerospace company that employs approximately 112,000 people worldwide and is principally engaged in the research, design, development, manufacture, integration and sustainment of advanced technology systems, products and services. The Corporation’s net sales for 2014 were $45.6 billion.
Two Philadelphia high school students temporarily put their summer plans on hold for a unique afternoon activity: The students, from Temple University’s Urban Apps & Maps Studios, delivered a technology prototype presentation to a leading executive from Samsung.
Sharing conference-room space with Young-jun Kim, Senior Vice President of Design of Samsung Electronics and President of Samsung’s Art and Design Institute, the students unveiled Samsung Self, a platform they developed to incentivize youth to have an active lifestyle and reduce the health risks associated with obesity. Using an avatar that reflects the user’s current condition and activity level, a user’s every movement is tracked, including staircase climbing, walking, watching movies in front of a TV and listening to music. Self connects various aspects of a busy youth’s life that can affect their health through digital rewards that could be applied to music downloads, for example.
The students’ mission was to create a digital platform that would appeal to fitness junkies and novice exercisers, alike.
“A student’s life is very well-structured, and doesn’t leave much time for activities like exercise,” said Dr. Youngjin Yoo, the Harry A. Cochran Professor of Management Information Systems and the founder of Temple’s Apps & Maps Studio. “Self was designed with the student in mind. It’s a fully synchronous application that would cater to their busy schedules in order to maintain healthy lifestyles.”
Samsung, a project sponsor, had supplied Urban Apps & Maps students with the company’s smart phones and existing fitness wearables, so that they might provide research findings and feedback from one of the world’s most-coveted marketing demographics – teenagers. What the students found, in a thorough five-tiered research methodology, was that while high-school-age students were prone to using wearables, these devices had the most impact “on people who didn’t need them,” said Sylvia Lin, a senior at Philadelphia’s Central High School.
The group’s research rendered startling statistics, as well. More than 61 percent of the students they polled do not consider portion size, and fewer than 42 percent packed their lunches each school day. According to the Center for Disease Control’s Youth Risk Behavior Survey, released in 2013, more than 14 million American high school students are classified as obese.
That’s how the student group arrived at Self. Lin and Jeff Cook, a senior at George Washington Carver High School for Engineering & Science, detailed its features, primarily SSENERGY, which issues points for users’ healthy eating and exercise habits. SSENERGY points act as a currency in the system, for online purchases or downloads.
“We propose that motivation for fitness and exercise can be achieved through unorthodox methods,” Lin said during the presentation. “Teenagers are already using their phones to complete so many functions. An interface like Self is one way technology can curb the trend of teenage obesity.”
“Samsung is a global company and our products are available everywhere,” Kim said. “However, our products and services must reflect local culture and context. Working with high school students through Temple University gives us great insights that we cannot buy even if we hire the top design agencies”.
Added Yoo: “We see our area’s high school students as cultural researchers who are experts in tomorrow’s high tech culture.”
Lin and Cook developed Samsung Self with the assistance of a half-dozen high-school-age peers, as well as student and professor mentors from Temple, including: Yoo; Dr. Karl Morris, Professor of Computer Science at the College of Science and Technology; Tyler School of Art graduate Bill Pierce; Fox School of Business MBA student Vivienne Dobbs; and more.
Urban Apps & Maps Studio is Temple’s university-wide, interdisciplinary program geared toward the encouragement, development, and founding of start-ups to transform urban challenges into products and services.
Apps & Maps, which receives funding from the John S. and James L. Knight Foundation, offers hundreds of high school students from Philadelphia access to a six-week program, through which they learn digital design and business skills from Temple student and professor mentors. From that larger group, a few are handpicked to remain as year-round fellows.
Innovation in the United States is not lacking. It’s just that patents are being registered in less-likely locales, according to researchers from Temple University’s Fox School of Business.
The findings are part of an ongoing research initiative spearheaded by Dr. Ram Mudambi, the Frank M. Speakman Professor of Strategic Management.
The umbrella project is dubbed iBEGIN, or International Business, Economic Geography and Innovation. A segment of the project explores innovation hubs in the United States, undertaking detailed analyses of more than 900 metropolitan areas in the U.S. In one of the first published outcomes of this research effort, Mudambi and his team examined the evolution of Detroit, a mainstay of the global automotive industry for over a century. While Detroit, a downtrodden city, continues to experience manufacturing decline, it is doing well as an innovation center, he said.
“The beauty of innovation is that it never stops,” Mudambi said. “In 1960, the U.S. was the richest country in the world, and Detroit was its richest city. And while the city has been in a continuous state of decline, we found that Detroit’s innovation numbers are very healthy.”
iBEGIN researchers define innovation through patent output, and they say Detroit’s patent output since 1975 has grown at a rate of almost twice the U.S. average. Detroit’s innovative resilience, Mudambi said, is due to its continuing centrality in global innovation networks in the automotive industry. It has maintained this centrality through connectedness to other worldwide centers of excellence in this industry, such as Germany and Japan. Its innovative links to Germany have been rising steadily over the last three decades, while its association with Japan began more recently, but also shows a steep upward trajectory.
Their research also unearthed a clearer picture of the shifting lines of American innovation. Today, Mudambi said, the Sun Belt features the country’s leading innovation hubs like San Francisco; Seattle; Portland, Ore.; Raleigh, N.C.; and Austin, Texas. Though the more traditional centers of innovation excellence in the Rust Belt cities have generally maintained healthy rates of innovation output, they have seen their shares of national innovative output decline. These include cities like New York, Philadelphia, Baltimore, and Chicago.
“In the 19th century and for most of the 20th century, the innovation hotspots were co-located with centers of manufacturing mass production,” Mudambi said. “These were concentrated in the Northeast, the Mid-Atlantic and the Midwest. That’s not the case anymore. We’re seeing the lion’s share of patents being registered in regions dominated by high-knowledge industries. These industries create mainly white-collar positions for people with a bachelor’s degree, at minimum.
“However, what Detroit’s innovative success says about economies everywhere is that the roots of innovation are very deep. Policymakers spend a lot of time worrying about manufacturing. But manufacturing can be very ephemeral and firms often relocate manufacturing plants with very little notice. Innovation is more deeply rooted and, once an innovation center roots itself in an area, it’s much more likely to stick.”
Mudambi said the ongoing iBEGIN research initiative is a collaborative effort, with professionals in centers around the world, including: Denmark’s Copenhagen Business School, Italy’s Politecnico di Milano and University of Venice Ca Foscari, the Indian School of Business, and many others.
In addition to studying innovation in American cities, iBEGIN has ongoing research exploring other contexts. These include country contexts like China, India, Brazil, Portugal, Greece and Korea as well as specialized industry contexts like automobiles, renewable energy and pharmaceuticals.
Overlooking the Center City from the top floor of Alter Hall, marketing doctoral students and faculty from colleges and universities in the Mid-Atlantic region gathered as part of the Fox School of Business’ third-annual Mid-Atlantic Doctoral Symposium (MADS).
PhD students from Rutgers University, New York University, the University of Pennsylvania, University of North Carolina at Chapel Hill, and the Fox School joined distinguished faculty from the region to discuss burgeoning research on big data analytics, marketing communications, consumer behavior and more at the day-long event, held March 27.
“It’s great for faculty and doctoral students to come together and learn,” said Andy Reinaker, a fourth-year doctoral candidate at the Fox School, who helped co-coordinate the event.
The impetus of former Fox PhD student Mike Obal, now a marketing professor at the University of Massachusetts at Lowell, helped spur the event’s creation three years ago. The Mid-Atlantic Doctoral Symposium has seen a steady rise in attendance, as researchers have shown an interest in networking with others in their field.
To expose the attendees to the diverse interests in the room, students from myriad universities presented their latest research throughout the day to the larger group. Trading places with the student researchers, the faculty members in attendance also hosted panels on transitioning from doctoral studies to professorships, as well as lessons they had learned from years of research.
In addition to the presentations, students and faculty were invited to network with one another. Going beyond discovering common interests, students and faculty were encouraged to consider chances for collaboration and foster relationships that cross state and university lines.
“Because it’s such a small group, it’s a great place to have these types of conversations. We build the day for that to happen,” said Lindsay Clark, Assistant Director of Special Projects in the Office of Research, Doctoral Programs, and Strategic Initiatives at the Fox School.
In his opening remarks, Fox School Dean M. Moshe Porat reflected upon the opportunities the Mid-Atlantic Doctoral Symposium presents to students from colleges and universities located from Connecticut to North Carolina.
“Beyond our distinguished guest speakers, this symposium affords everyone here a chance to develop both research and social relationships that will foster the success of your future projects,” Porat said in his address.
Echoing Porat’s sentiments was Dr. Paul A. Pavlou, Associate Dean of Doctoral Programs and Chief Research Officer for the Fox School.
“It is my pleasure to continue to support this event,” Pavlou said. “We pride ourselves on the successes and achievements of all of our students in their academics and future careers.”
Tyrha Lindsey-Warren, a PhD candidate from Rutgers University interested in marketing communications, who has attended the symposium since in its inaugural year, said she returns to the event annually “because of the intimacy and the environment created. It’s not stuffy, and you feel comfortable.”
Keynote speaker Dr. David Griffith, of Lehigh University, agreed that the experience at the Mid-Atlantic Doctoral Symposium is unique.
“This is a fantastic opportunity for doctoral students to learn about what it takes to be successful,” Griffith said. “It’s becoming a very premier event.”