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(Download PDF) Digital Economy Emerging Technologies and Business Innovation Mohamed Anis Bach Tobji Online Ebook All Chapter PDF
(Download PDF) Digital Economy Emerging Technologies and Business Innovation Mohamed Anis Bach Tobji Online Ebook All Chapter PDF
(Download PDF) Digital Economy Emerging Technologies and Business Innovation Mohamed Anis Bach Tobji Online Ebook All Chapter PDF
Emerging
Technologies and Business Innovation
Mohamed Anis Bach Tobji
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Mohamed Anis Bach Tobji · Rim Jallouli
Yamen Koubaa · Anton Nijholt (Eds.)
Digital Economy
LNBIP 325
Emerging Technologies
and Business Innovation
Third International Conference, ICDEc 2018
Brest, France, May 3–5, 2018
Proceedings
123
Lecture Notes
in Business Information Processing 325
Series Editors
Wil van der Aalst
RWTH Aachen University, Aachen, Germany
John Mylopoulos
University of Trento, Trento, Italy
Michael Rosemann
Queensland University of Technology, Brisbane, QLD, Australia
Michael J. Shaw
University of Illinois, Urbana-Champaign, IL, USA
Clemens Szyperski
Microsoft Research, Redmond, WA, USA
More information about this series at http://www.springer.com/series/7911
Mohamed Anis Bach Tobji Rim Jallouli
•
Digital Economy
Emerging Technologies
and Business Innovation
Third International Conference, ICDEc 2018
Brest, France, May 3–5, 2018
Proceedings
123
Editors
Mohamed Anis Bach Tobji Yamen Koubaa
University of Manouba Brest Business School
Manouba Brest
Tunisia France
Rim Jallouli Anton Nijholt
University of Manouba University of Twente
Manouba Enschede
Tunisia The Netherlands
This Springer imprint is published by the registered company Springer Nature Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
The Digital Economy also called the New Economy or the Internet Economy has
grown fast in the past decade. Although a precise and universal definition that clarifies
the boundaries and the measurement scales of the Digital Economy is lacking, many
reports and scientific papers are published in several fields to highlight the role of
digital enabling infrastructure over which organizations and people interact, commu-
nicate, and create value.
The International Conference on Digital Economy, ICDEc, was founded in 2016 to
discuss innovative research and projects related to the supporting role of information
system technologies in the digital transformation process, business innovation, and
e-commerce.
ICDEc is a unique opportunity for researchers and experts to attend international
networking sessions and reinforce collaborations to explore ideas, exchange thoughts,
and implement joint research projects related to the use of digital platforms to com-
municate, collaborate, and transact business.
The third edition of the conference took place at the Brest Business School, France,
during May 3–5, 2018. The theme of ICDEc 2018 was “Digital Economy: Emerging
Technologies and Business Innovation.” This edition offered a number of sessions
discussing digital transformation, cloud education, smart and playable cities, digital
marketing, e-banking, e-government, information system technologies, security, and
competitive intelligence.
The 41 papers submitted to the ICDEc competitive sessions were reviewed using a
double-blind peer- review process. Each paper received between three and six reviews;
the average was 4.13 reviews per paper. The rate of acceptance was 36% and only 15
papers were selected with the help of PhD researchers and distinguished professors in
the fields of emerging technologies and business innovation. The Program Committee
members were from about 40 universities around the world. We express our appreci-
ation for their contribution to the reviewing process.
All participants to ICDEc 2018 were invited to benefit from the insightful keynote
speeches, the scientific sessions, as well as the cultural program in the beautiful castle
“Chateau de Kerjean” and the social events (the banquet and the gala dinner).
We express our deepest gratitude to the country chairs, the Organizing and Finance
Committees, as well as the Scientific and Program Committees for their support in
making this conference successful. Special thanks go to the sponsors and scientific
partners of the conference, mainly Brest Business School for hosting ICDEc 2018 and
the International University of Beirut, BIU, for supporting the organization of this
edition.
VI Preface
The intended audience of this book consists of researchers, research students, and
practitioners in the fields of information system technologies, digital marketing,
e-learning, e-government, e-health, e-banking, and competitive intelligence.
General Co-chairs
Rim Jallouli University of Manouba, Tunisia
Yamen Koubaa Brest Business School, France
Organizing Committee
Mickaël Cabon ISEN Bretagne, France
Jihène El Ouakdi University of Manouba, Tunisia
Fidel Ettien Brest Business School, France
Bernard Gourvennec IMT Atlantique, France
Philippe Lenca IMT Atlantique, France
Mohammad Makki Beyrouth International University, Lebanon
Ines Mezghani ISET’COM, Tunisia
Jean Moussavou Brest Business School, France
Finance Co-chairs
Dorra Guermazi University of Manouba, Tunisia
Afef Herelli University of Manouba, Tunisia
Karim Kamoun University of Manouba, Tunisia
IT Chair
Nassim Bahri One Way IT, Tunisia
Junior Committee
Chayma Maatougui Ysatis Consulting, Tunisia
Rihab Melki IHG Group, Tunisia
Country Chairs
Ana Pires Federal University of Bahia, Brazil
Chiheb El Ouakdi Laval University, Canada
VIII Organization
Program Committee
Chakor Abdellatif Mohammed Fifth University, Morocco
Hana Abou Jreiche Al Lebanese University, Lebanon
Haddad
Ali Afshar Eqbal Lahoori Institute of Higher Education, Iran
Abdullah Alqahtani University of Dammam, Saudi Arabia
Md Atiqur Rahman Ahad University of Dhaka, Bangladesh
Mohamed Karim Azib University of Tunis El Manar, Tunisia
Afef Belghith University of Manouba, Tunisia
Mariem Belkhir University of Sfax, Tunisia
Montassar Ben Messaoud University of Tunis, Tunisia
Hanen Borchani SimCorp A/S, Denmark
Imen Boukhris University of Manouba, Tunisia
Zaki Brahmi Taibah University, KSA
Yousra Chabchoub ISEP, France
Ismahène Chahbi University of Manouba, Tunisia
Mouna Chebbah University of Jendouba, Tunisia
Soumaya Cheikhrouhou Université de Sherbrooke, Canada
Zaineb Chelly Dagdia Aberystwyth University, UK
Houda Chihi Innov’COM, Tunisia
Thouraya Daouas University of Carthage, Tunisia
Ikbel Daly University of Manouba, Tunisia
Belisle Deny Université de Sherbrooke, Canada
Amine Dhraief University of Manouba, Tunisia
Nabila El Jed University of Manouba, Tunisia
Organization IX
Additional Reviewers
Amna Abidi University of Tunis, Tunisia
Rabie Beji University of Tunis-El Manar, Tunisia
Khitem Ben Ali University of Sfax, Tunisia
Oussama Ben Rhouma University of Tunis-El Manar, Tunisia
Fatma Ezzahra Bousnina University of Tunis, Tunisia
Sayda Elmi University of Technology and Education, South Korea
Prabha Kiran Jain University, India
Johannes Köstler Institute of IT-Security and Security Law, Germany
Marwa Saidi University of Tunis-El Manar, Tunisia
Gongxing Guo Shantou University, China
Huan Liu University of Groningen, The Netherlands
Jean-Michel Sahut Idrac Business School, France
Hassene Seddik University of Tunis, Tunisia
Organizers
Sponsors
Connect Data
Wess E-Commerce
Minerva Consulting
Digital Marketing
1 Introduction
Traffic generation remain a top priority for brands that post content on social media
platforms, with 63% of marketers saying that generating traffic is on top of their
company’s marketing challenges (HubSpot 2017), and 73% of B2C content creators
saying that creating more engaging content is their first and most challenging objective
in their content marketing strategy (Pulizzi and Handley 2016). To address this chal-
lenge, a large number of companies employ some forms of content marketing, but the
majority of them are still struggling with creating content that truly engages their
customers and delivers results for the company (Pullizi 2012). To develop and curate
appropriate content it is necessary to understand the target audience (Taylor et al. 2011)
in order to address their needs and motivations.
Prior studies about content marketing strategies, consumer motivations, and traffic
generation have been conducted separately. On one hand, a brand can create traffic for
its content by including the characteristics of a popular brand content in their strategy
like informational and entertaining content (Berger and Milkman 2012; De Vries et al.
2012; Chauhan and Pillai 2013; Sabate et al. 2014; Tafesse 2015). On the other hand,
some other research suggested that identifying consumers’ motivation to interact with
the brand post on social media is the way to create more traffic. (Ho and Dempsey
2010; Jahn and Kunz 2012; Rohm et al. 2013; Azar et al. 2016). However, the cause-
effect relationship between content marketing strategies and traffic generation is still
lacking. Indeed, although marketers receive advice regarding the execution of content
delivery in social media (Ashley and Tuten 2015), they receive little guidance on how
to create content including those characteristics and which content will stimulate which
consumer’s motivation to interact with it. So how the content marketing strategy can
enhance online traffic?
The aim of this article is to develop a conceptual model of content marketing
strategies for online traffic generation. Based on the S-O-R (stimulus-organism-
response) model, we suggest that the best way to create traffic is through the mecha-
nisms of stimulating the consumers’ motivations to interact with the brand by two
content marketing strategies: brand-oriented content strategy and social-oriented con-
tent strategy. This conceptual model proposal provides a new way of thinking to the
development of an e-advertisement plan and to achieve an efficient differentiation not
only in the marketplace, but in consumers’ mind.
In this article, we first present the different definitions and meaning of content
marketing strategy, and offer a review of past studies around traffic generation, moti-
vations to interact and the S-O-R approach. Based on this literature review, we develop
a model that establishes the relationship between content marketing strategies and
traffic generation using the S-O-R model as a theoretical background in order to explore
the potential role of consumer’s online interaction motivations as a mediating
mechanism.
2 Literature Review
Inga Fischer(B)
1 Introduction
Although professional blogging is a widely spread and well-known activity that
became a source of income for many popular individual bloggers, there is very lit-
tle research on personal experiences of reading such blogs. This research intends
to begin to fill the gap in existing knowledge by exploring the experiences of blog
readers and their perception of the aspects that define blogging as a professional
activity.
Originally, blogs appeared as online diaries. People shared information about
their private lives, hobbies, interests and knowledge with the online world. Some
authors started growing their audience. The readers reached out for authentic
content, shared the same opinion, or had the same problems as the authors. Com-
munities of like-minded people emerged around many popular blogs. Koltsova
et al. [10] explore the differences of such blog celebrities compared to regular
unpopular bloggers. Hendrick [6] investigates a few communities that emerged
around popular blogs and topics. Popular bloggers soon had an opportunity to
monetise their blogs (or better said to monetise their audience?).
There are different ways to monetise a blog [4]. The most recently emerged
monetisation measures are discussed in [8,18]. Different bloggers employ different
c Springer Nature Switzerland AG 2018
M. A. Bach Tobji et al. (Eds.): ICDEc 2018, LNBIP 325, pp. 16–27, 2018.
https://doi.org/10.1007/978-3-319-97749-2_2
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The Project Gutenberg eBook of Kalevala
Suomen kansan hengentuotteena
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Language: Finnish
Kansantajuisia esityksiä
Toimittanut
SISÄLLYS:
*****
*****
Mutta ihmistä ei vielä ole. Veden emonen, ilman impi ei ole vielä
synnyttänyt sitä, jonka tähden hän sangen pitkät ajat on
synnytystuskia kärsinyt. Väinämöinen on yhä äitinsä kohdussa.
Kolmekymmentä kesää ja saman verran talvia hän siellä jo on ollut.
Tämä käy hänelle itselleenkin tukalaksi, ja hän rukoilee aurinkoa,
kuuta ja Otavaa päästämään häntä pimeästä piilostansa. Mutta kun
näiltä ei apua lähde, niin hän ryhtyy omin voimin ilmoille pyrkimään.
Hän onnistuukin pääsemään, mutta syöksyy suin päin mereen. Siellä
hän sitten viruu useita vuosia, kunnes ajautuu erään niemen rantaan
ja nousee mantereelle aurinkoa, kuuta ja tähtiä tähystelemään.
*****
Esittänyt F. A. Hästesko