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Research Projects

Online Advertising Budget Allocation

This research models the different variables that affect digital advertising allocation and provides guidelines for companies to design more effective online advertising strategies to improve respective ROA. In particular, we investigate the effectiveness of online advertising  from the perspective of the consumer (i.e., moments of truth in consumer-brand interactions).

Specifically, the stages of the consumer’s decision-making process is determined as a key variable in allocating advertising budget and seek to understand how companies should adjust their online advertisements to improve effectiveness.

Project leader: Xiaoning Liang and Laurent Muzellec, in collaboration with HIT, China.

Evaluating and Responding to the Disruptive Impacts of Digital Business

The focus of this research is around Digital Platform businesses. The model of such businesses has tended to produce highly disruptive impacts for incumbents.
We evaluate the disruptive impacts of the new entrants and assess strategies on the part of incumbents in responding to those impacts. In particular, the question that we research is how can incumbents innovate their business model to counter the disruptive impacts of the new entrants. The research approach is case-based and drawn on secondary data. Work on a preliminary case study of the disruptive impacts of Business Models based on Internet Platforms, in the market for razors and blades, is in progress.

Project leader: Louis Brennan.

Electronic Word of Mouth and Attitudes towards Brands

Consumers regularly post and share messages on social media about products and brands. This type of content has become increasingly important as it can significantly influence customers’ attitudes (e.g. positive/negative sentiment toward a brand) and behaviour (e.g. purchasing a product or sharing a message). Therefore, electronic word-of-mouth (e-WOM) is deemed pivotal to brand success. And it is of critical importance to understand what factors may influence e-WOM and how e-WOM, in turn, can affect customers’ attitudes toward a brand and their subsequent behaviour. This understanding will help firms to design an effective social media strategy to cultivate e-WOM and enhance brand performance. Our research aims to explain the mechanisms of e-WOM based on Twitter data collected from the mobile phone industry. Specifically, we try to answer: How e-WOM can shape consumers’ attitudes towards a mobile phone brand and influence their purchase behaviour?  We aim to develop a simulation model that explains the dynamics of e-WOM (e.g. patterns in the number of retweets) based on the interactions between individuals.

Project leaders: Stephan Onggo & Xiaoning Liang, funded by the Arts and Social Sciences Benefaction Fund.

Investigating the Role of Technology in Higher Education- The Unintended Opportunities and Challenges

Utilising a range of academic led technology based interventions including an online simulation, in-class student response systems (, VLE and also student led technology, this research investigate the application and use of the technology in practice in a large undergraduate and post graduate modules. It takes a duel academic and student perspective. It provides insights into how academics can capitalize on technology to support both student learning and engagement while being cognisant of the adoption and implementation challenges. Research findings from 166 students using these technologies is shared under three headings: the distracted student, the pen is mightier than the keyboard and how in class online feedback can support student learning and engagement.

Project Leader: Mairead Brady.

Technology Enhanced Assessment: Staff Perceptions and Practices

The goal of this project is to explore Irish University academic staff perceptions and practices in relation to technology enhanced assessment (TEA). It us a follow up to an initial IRC project  which was shared with the National Forum for Teaching Learning and Assessment (the project stakeholder) on 5 December 2017. This project is part funded by Arts and Social Science Benefactory fund and  inform our understanding and develop an Irish perspective on the use of TEA in HE.  It addresses the following research questions: What are the current practices of educators in Higher Education Institutions (HEIs) in Ireland as regards TEA? Do HEI educators use TEA for Assessment Of, For and AS Learning equally or to different degrees?  What are the barriers and enablers to use of TEA by HEI educators in Ireland? What are the experiences of efficiencies and inefficiencies of TEA in Higher Education? 

Project Leaders: Mairead Brady and Ann Devitt (School of Education).

Investigation of the Effects of Exposure to Online Advertisements on Consumer Attitudes, Behaviors and Brand Perceptions

Improvements in online advertising technologies and their accessibility by brands has given rise to a proliferation of advertising in the digital ecosystem. The online display advertising market has evolved beyond traditional banner ads to include many visual and audio features that make ads more intrusive, obtrusive and invasive and thus, more difficult for consumers to avoid. New formats of advertising, notably on mobile devices, can be perceived as obtrusive if the user’s experience is interrupted, triggering ad avoidance. This study looks to build on previous research and add to the body of knowledge by examining if device specific effects are seen and if negative emotional reactions mediate consumer’s attitudes and behaviors. This study will examine in detail the emotional responses of consumers in the context of exposure to advertising on mobile devices, with special reference to the emotional bond consumers have with their mobile devices as extensions of the self and if this construct moderates the level of perceived intrusiveness and attitudes to advertising, brands and host websites.

Project Leader: Eamonn O'Raghallaigh & Laurent Muzellec.


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