List of Figures

Chapter I: Social Oracles as Advertising Tools in Programmable Businesses

Figure 1-1: Screen shots: Topic list (left) and topic/opinion display (right)

Figure 1-2: Oracle 1: Compatibility Game

Figure 1-3: Oracle 2: Love Detective

Figure 1-4: Database entry for the Compatibility Game

Figure 1-5: Specific information activity map for the Compatibility Game

Figure 1-6: General information activity map for the Compatibility Game

Figure 1-7: What the customer believes is happening (asseti, vs: asseti')

Figure 1-8: Customer conveying the social asset 'offline'

Figure 1-9: Superimposing the maps for Figure 7 (lightgray) and Figure 8 at C

Figure 1-10: Information activity map generalized across media

Figure 1-11: Compatibility game as gossiping process

Figure 1-12: 1st generation game user ( suspects that responded are italicized)

Figure 1-13: Information activity map for a 1st generation user of the Love Detective (suspects that responded are bolded)

Figure 1-14: Activity from one of the suspects (correct guess in bold)

Figure 1-15: Information activity for a suspect (correct guess in bold)

Figure 1-16: General information activity map for a person playing the Love Detective

Figure 1-17: Information activity map for Janis and John

Figure 1-18: Information activity map with player, suspect and information generalized

Figure 1-19: Information activity map with a friend substituted for YNM

Figure 1-20: Descriptions of various social processes for finding out if a suspect likes a person

Figure 1-21: Information activity maps for conventional advertising

Figure 1-22: Simple form for e-mailing the 'gossip' (center of screen)

Figure 1-23: Key elements of a direct-response advertisement

Figure 1-24: Compatibility Game e-mail

Figure 1-25: Love Detective e-mail

Figure 1-26: Example of viral marketing

Figure 1-27: Information activity map depicting how the partial assets sent by the social oracles lure customers to YNM (W)

Figure 1-28: General information activity map for both social and product oracles based on partial asset delivery

Figure 1-29: YNM's home page

Figure 1-30: Compatibility report

Figure 1-31: E-mail received by the user's friend or associate

Figure 1-32: YNM's home page

Figure 1-33: Love Detective: Prior to entering a suspect's e-mail

Figure 1-34: Love Detective: After entering a suspect's e-mail

Figure 1-35: E-mail received by the suspect

Figure 1-36: Love Detective (recipient): Prior to submitting the wrong guess

Figure 1-37: Love Detective (recipient): After submitting the wrong guess

Figure 1-38: Love Detective (recipient): Prior to submitting the correct guess

Figure 1-39: Love Detective (recipient): After submitting the correct guess

Figure 1-40: Love Detective: What the sender sees after the recipient guesses correctly

Figure 1-41: E-mail sent as a result of the recipient's wrong guess

Figure 1-42: An information activity map

Figure 1-43: Information activity map: E-mailing 'happy birthday' over the Internet

Figure 1-44: Abbreviation for e-mailing 'happy birthday' over the Internet

Figure 1-45: Bot automating the e-mailing of 'happy birthday' over the Internet

Chapter II: Economic Issues in Advertising via E-Mail: Role for a Trusted Third Party?

Figure 2-1: Framework for AdMediation

Chapter III: Web Personalization for E-Marketing Intelligence

Figure 3-1: Personalization process

Figure 3-2: Clustering

Figure 3-3: Classification

Figure 3-4: Associations rules

Figure 3-5: Examples of personalization output

Chapter IV: E-Commerce as Knowledge Management: Managing Consumer Knowledge

Figure 4-1: epinions.com

Figure 4-2: DooYoo reviews

Figure 4-3: Socially constructed model of knowledge management

Figure 4-4: Fish and Fly message board posting

Figure 4-5: Fish and Fly message board responses

Chapter V: MSQ-Model: An Exploratory Study of the Determinants of Mobile Service Quality

Figure 5-1: MSQ-model

Chapter VI: Experiencing Quality: The Impact of Practice on Customers' Preferences for and Perceptions of Electronic Interfaces

Figure 6-1: Sample interface screen shots

Figure 6-2: Task completion times (six trial condition)

Figure 6-3: Standard deviations of the task completion times (six trial condition)

Figure 6-4: Incumbent choice share by the number of incumbent trials

Figure 6-5: Distribution of graded pair comparison (preference) ratings

Figure 6-6: Incumbent and competitor ratings of interface quality by trials

Chapter VII: The Impact of eBay Ratings and Item Description on Auction Prices: A Comparison of Designer Watches and DVDs

Figure 7-1: eBay feedback form

Figure 7-2: eBay rating levels

Figure 7-3: eBay feedback rating

Figure 7-4: Impact of description quality on winning bid prices

Figure 7-5: Example of high quality designer watch description (reformatted to fit page)

Figure 7-6: Example of high quality DVD description (reformatted to fit page)

Chapter X: Online Privacy: Consumer Concerns and Technological Competence

Figure 10-1: Impact of self perceived technological competence on online privacy concerns

Chapter XI: Using Server Log Files and Online Experiments to Enhance Internet Marketing

Figure 11-1: Sample log file entry

Figure 11-2: Frequency distribution of site depths for a regional hospitality site

Figure 11-3: Distribution of time on site for a regional hospitality site

Figure 11-4: Hourly page views for a hospitality site (top) and for a content site (bottom)

Figure 11-5: Click-through probability as a function of item position within a menu

Chapter XII: CRM, KDD and Relationship Marketing: Requisite Trio for Sustainable E-Marketing

Figure 12-1: Enhancing e-marketing through CRM and KDD

Chapter XIII: An Interactive Marketing Communication Model in New Product Diffusion

Figure 13-1: Interactive marketing communication model in new-product diffusion

Figure 13-2: US DVD player annual sales (1997-2003)

Figure 13-3: Internet diffusion in the US (1997-2003)

Chapter XV: How Innovativeness Influences Internet Shopping

Figure 15-1: A theoretical model of the relationships among the four types of innovativeness

Figure 15-2: A model of the relationships between global and domain specific innovativeness with online buying