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How to say it to earn better online reviews? The Effect of Firm’s Communication Language on Word-of-Mouth: The Case of Mobile Applications

How to say it to earn better online reviews? The Effect of Firm’s Communication Language on Word-of-Mouth: The Case of Mobile Applications

Primary author: Seyednasir Haghighibardineh
Co-author(s): Chadwick Miller
Faculty sponsor: Chadwick Miller

Primary college/unit: Carson College of Business
Campus: Pullman

Abstract:

The importance and impact of online reviews continues to increase in both online and brick-and-mortar businesses. Based on the annual survey conducted by BrightLocal (2018)—a search agency focused on Local Search Engine Optimization tools—86% of consumers read reviews for their desired local businesses (this number further increases to 95% for ages 18-34). Additionally, the content of these reviews makes a difference in consumption decisions. For instance, consumers read 10 online reviews, on average, before putting their trust in a local business and 57% of consumers will only use a business if it has at least 4 stars. In this study, we suggest that how a firm describes its products—in terms of the level of analytical language used in the description—affects the valence of online word-of-mouth (WOM) as represented in consumer reviews. Further, we explore how the product’s price moderates this relationship. Applying text analysis tools, we test our hypotheses using data from the mobile applications industry. We analyze the sample of 2,396 mobile games and apps with more than 6 million online reviews in total. We find that using a description with analytical language has a negative impact on WOM—operationalized as star rating. Also, we find that price strengthens this relationship. These findings contribute to the marketing literature by expanding our knowledge about the drivers of WOM. Specifically, this study enables marketers to design and implement marketing actions-in terms of product descriptions and pricing strategies to improve consumers’ reviews of the products.

The Impact of Formal Communication on Employees’ Responses to New Information Technology

The Impact of Formal Communication on Employees’ Responses to New Information Technology

Primary author: Deborah Compeau

Primary college/unit: Carson College of Business
Campus: Pullman

Abstract:

Changes in information technology (IT) in the workplace are frequent, driven by opportunities to create value from ever-developing technologies. Yet such changes are challenging for employees who must cope with disruptions in their work and continually update their skills. Research in information systems has provided robust insights into how individuals’ feelings and beliefs about themselves, the IT, and their environment influence IT implementation success. The managerial mechanisms that facilitate success, however, remain less studied.

This paper investigates one particular mechanism, formal communication, which has been found to be important in organizational change. Building on an earlier qualitative study, we extend the organizational change literature by examining the specific characteristics of formal communication that influence employees’ responses.

We tested our theoretical model with a survey of 303 individuals who were anticipating IT-based changes at work. The results show the importance of four content categories of communication: information about WHAT the IT is, WHY it is being implemented, WHEN change will occur and HOW the individual’s work will be affected. We show that high quality formal communication positively influences beliefs about the usefulness and ease of use of the new IT. These in turn promote enthusiasm and reduce anxiety and thus motivate engagement in further social interaction to prepare for the new IT. We contribute to the literature by articulating an improved conceptualization of formal communication, and investigating the role of formal communication in cultivating employees’ readiness for IT change.

Evaluating the NPR effect of computer-aided 3D auxetic structure

Evaluating the NPR effect of computer-aided 3D auxetic structure

Primary author: Zihui Zhao
Faculty sponsor: Hang Liu

Primary college/unit: Agricultural, Human and Natural Resource Sciences
Campus: Pullman

Abstract:

Most materials exhibit positive Poisson’s ratios, which means they become narrower in the transverse direction and longer in the direction of stretching under tension. Materials fabricated with auxetic structures have negative Poisson’s ratios (NPRs) which behave contrarily to conventional materials. Auxetic structures have a number of enhanced properties, such as increased shear modulus, indentation resistance, fracture toughness, and energy absorption among others. This research studied utilizing 3D printing technique to create 3D auxetic structures with elastomers. Various spatial configurations of the 3D structure, printing parameters, and elastomer composition were investigated for their influence on the properties of printed auxetic structures, including energy absorption, auxetic ratio, and compression stress/strain. Experimental results showed that overall these developed 3D auxetic structures were able to present sufficient NPR effect under compressive loading. The various parameters studied all affected the auxetic ratio, energy absorption, and compression stress and strain. The resultant 3D structures have great potential for various applications, including protective gears for sports (e.g., helmet and knee padding).

Design and Synthesis of Porous Smart Materials

Design and Synthesis of Porous Smart Materials

Primary author: Qiang Zhang
Co-author(s): Matthew Hurlock

Primary college/unit: Arts and Sciences
Campus: Pullman

Abstract:

Zirconium Metal-Organic Frameworks (Zr-MOFs) have recently emerged as a distinct family of porous materials. Generally, Zr-MOFs are formed from Zr clusters made of six Zr atoms bonded together by oxygen atoms forming secondary building units (SBUs). Though many Zr-MOFs have been synthesized over the last decade none have shown a cluster coordination of more than 12 ligands. Coordination through only one oxygen atom of the carboxylic acid suggests that a coordination of up to 24 ligands could be achieved greatly increasing the number of structures Zr-MOFs can form. Current investigations have shown steps toward reaching this goal.
The new Zr-MOF WSU-5 (Washington State University-5) was synthesized through solvothermal methods from ZrCl4 and the tetracarboxylate linker H4ETTC. Utilizing post-synthetic modification, WSU-5 was transformed into WSU-6 and WSU-7 through the insertion of 1,4-benzenedicarboxylic acid (BDC) and 2,6-napthalenedicarboxylic acid (NDC), respectively. Crystallographic analysis show that WSU-5 is comprised of 8-connected Zr6-SBUs and the 4-connected ligands H4ETTC. Therefore, WSU-5 possesses the uncommon (4,8)-connected interpenetrated scu-c topology. The insertion of BDC into WSU-5 coordinated four BDC ligands into each SBU. This formed the (4,12)-connected WSU-6 with the new mjh topology. Interestingly, when NDC was inserted into WSU-5, six NDC ligands coordinated to the Zr6-SBUs. Two through bidentate coordination and four though monodentate coordination. The (4,14)-connected WSU-7 was generated, which exhibits a new topology, jkz. The Zr6-SBUs of WSU-7 is the first Zr-MOF to contain 14-connected Zr6-SBUs. The insertion alters the luminescent properties which can be used as sensors.