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Research Themes

Digital Business Ecosystems

This theme forms the backbone of all other themes since digital business ecosystem provides the infrastructure upon which digital business thrives. Within this theme, we focus both on the entrepreneurial ecosystem that supports establishment of digital businesses as well as the platform ecosystem that enables operations of digital businesses. We are investigating the factors influencing the digital business ecosystems and in-turn their disruptive impact on the businesses, government, and on the wider society.

Prime Focus:

  • Digital Entrepreneurship
  • Multi-sided Digital Platforms

People:

  • Louis Brennan
  • Giulio Buciuni
  • Andrew Burke
  • Laurent Muzellec
  • Deepak Saxena

Partners:

Sharing Economy Ireland

Projects:

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.

Principle Investigator:

Louis Brennan

Managing Stakeholders in Multi-sided Digital Platform Ecosystem
Recent years are marked by the proliferation of digital platform ecosystems. While Apple’s and Google’s platform have dominated across services and products since years, companies like Airbnb and Uber have disrupted their respective markets. While existing research on digital platform ecosystem treats all platforms alike and mostly focusses on the platform per se, our focus in this project in in opening the black box and investigating diverse configurations of multi-sided platform ecosystem that includes multiple stakeholders. How the platform service provider configure these relationships and manage the trade-off is the focus of this project.
Principle Investigators: Laurent Muzellec, Deepak Saxena

Publications:

2019
P. Lyons and L. Brennan, Assessing Value from Business to Business Services Relationships: Tangibility, Temperament, Temporality and Tradeoffs, Journal of Service Research (in Press)

2018
Browne, S., Sharkey Scott, P., Mangematin, V., & Gibbons, P. (2018). Shaking up business models with creative strategies: when tried and true stops working. Journal of Business Strategy, 39(4), 19-27.
Kgoroeadira, R., Burke, A., & van Stel, A. (2018). Small business online loan crowdfunding: who gets funded and what determines the rate of interest?. Small Business Economics, 1-21.

2015
Muzellec, L., Ronteau, S., & Lambkin, M. (2015). Two-sided Internet platforms: A business model lifecycle perspective. Industrial Marketing Management, 45, 139-150.

Digital Marketing and Consumer Behaviour

This theme focuses on digital design and user experience as well as the digitalisation of interactions between paying customers, free users and business to understand how corporations do business in a digital world. This theme covers the whole span from the digital marketing strategy, to online advertising, to consumer behaviour in the digital context.

Prime Focus:

  • Digital Marketing Strategy
  • Online Advertising
  • Consumer Behaviour in the Digital World

People:

  • Xiaoning Liang
  • Laurent Muzellec
  • Eamonn O'Raghallaigh

Partners:

  • Arts and Social Sciences Benefaction Fund
  • HIT, China

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.
Principle Investigators: Xiaoning Liang and Laurent Muzellec, in collaboration with HIT, China.

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.
Principle Investigators: Stephan Onggo and Xiaoning Liang, funded by the Arts and Social Sciences Benefaction Fund.

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.
Principle Investigators: Eamonn O'Raghallaigh and Laurent Muzellec

Publications:

2018
Muzellec, L., & O'Raghallaigh, E. (2018). Mobile technology and its impact on the consumer decision-making journey: how brands can capture the mobile-driven “Ubiquitous” moment of truth. Journal of Advertising Research, 58(1), 12-15.

2017
Gourinovitch, A., Liang, X., Rosati, P., & Lynn, T. (2017). Communicating Complex Services using Electronic Word-of-Mouth on Twitter: An Exploratory Study, American Marketing Association Conference, San Francisco, 4th -6th August, 2017.
Liang, X., Lynn, T., & Gannon, M. (2017). Ryanair Takes Off on Twitter: A Pre- and Post-Decision Analysis of Twitter Brand Sentiment, Irish Academy of Management Conference, Belfast, 30th Aug-1st Sept, 2017
Lynn, T., Muzellec, L., Caemmerer, B., & Turley, D. (2017). Social network sites: early adopters’ personality and influence. Journal of Product & Brand Management, 26(1), 42-51.
Moran, G., & Muzellec, L. (2017). eWOM credibility on social networking sites: A framework. Journal of Marketing Communications, 23(2), 149-161.

2016
Muzellec, L., Feenstra, F., de Faultrier, B., & Boulay, J. (2016). Children’s experiences and parents’ perceptions of retailers’ mobile applications. International Journal of Retail & Distribution Management, 44(11), 1118-1131.

2015
Feenstra, F., Muzellec, L., de Faultrier, B., & Boulay, J. (2015). Edutainment experiences for children in retail stores, from a child’s perspective. Journal of Retailing and Consumer Services, 26, 47-56.

Digital Finance and Blockchain

Like other areas of business, digitalisation has had a huge impact on the financial aspect of business. Financial technologies, more commonly known as FinTech, have not only helped in expanding the reach and flexibility of financial services, it has made it more secure through Blockchain technology. At the same time, proliferation of cryptocurrencies and its use for capital generation poses a serious challenge to traditional financial models and taxation methods. In this theme, researchers are investigating market influence of Blockchain and cryptocurrencies, and providing though-leadership in the area of digital taxation.

Prime Focus:

  • Blockchain and Cryptocurrencies
  • Fintech
  • Digital Taxation

People:

  • Ranadeva Jayasekera
  • Brian Lucey
  • James Stuart

Partners:

Blockchain Ireland

Publications:

2018
Bouri, E., Lau, C. K. M., Lucey, B., & Roubaud, D. (2018). Trading volume and the predictability of return and volatility in the cryptocurrency market. Finance Research Letters.
Corbet, S., Lucey, B., & Yarovaya, L. (2018). Datestamping the Bitcoin and Ethereum bubbles. Finance Research Letters, 26, 81-88.
Corbet, S., Lucey, B., Peat, M., & Vigne, S. (2018). Bitcoin Futures—What use are they?. Economics Letters, 172, 23-27.

2017
Corbet, S., Larkin, C., Lucey, B., Meegan, A., & Yarovaya, L. (2017). Cryptocurrency reaction to fomc announcements: Evidence of heterogeneity based on blockchain stack position. Available at SSRN: https://ssrn.com/abstract=3073727  

Digital Workplace and Transformation

This research theme focusses on researching the impact of digital transformation on workplace relations and business processes. This theme is perhaps most broad-based in the centre with the researchers are exploring digital transformation across business functions from human resource management to supply chain management, and across business domains from higher education to public service. More recently, our researchers are focusing on the advent of Big Data and its impact on digital business.

Prime Focus:

  • Transformation of Supply Chain
  • Digital Transformation of Government
  • HRM in the Digital World
  • Technology in Higher Education

People:

  • Mairead Brady
  • Na Fu
  • Joe McDonagh
  • Eva Perez
  • Sinead Roden
  • Deepak Saxena

Partners:

  • Arts and Social Science Benefactory fund
  • Department of Public Expenditure and Reforms, Ireland
  • School of Education, Trinity College Dublin

Projects:

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 (www.socrative.com), 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.
Principle Investigators: 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?

Principle Investigators:

Mairead Brady and Ann Devitt (School of Education).

Publications:

2018
Burke, A. & McDonagh, J. (2018). A Phased Model of Information Systems Strategic Alignment in Public Sector Organisations, Irish Academy of Management Annual Conference , Cork University Business School, University College Cork, 3-5 September, 2018.
Holohan, J. & McDonagh, J. (2018). Aligning Business and Information Systems Strategies in Ireland's Institute of Technologies: A Practice-based Study on the Role of the Corporate Parent, 17th International Conference on Perspectives in Business Informatics Research, Stockholm, Sweden.
Kiersey, R., Devitt, A., & Brady, M. (2018). Staff Use of Technology-Enhanced Assessment in Higher Education: A Systematic Review, Dublin, National Forum for the Enhancement of Teaching and Learning in Higher Education, October, 2018, p1 – 48.
Lamest M., & Brady, M. (2018). An Exploration of Data Focused Managerial Challenges within the Hotel Sector: How top performers utilise data and dashboards, Tourism Review, 1, (2), 2018, p1 – 17.
Perez, E., & Brady, M. (2018). A systematic review of the application of social media as an educational tool within higher education: an academics' adoption challenges perspective, EduLearn18 - 10th annual International Conference on Education and New Learning Technologies, Spain, July 2018, 2018, pp1-6
Perez, E., & Brady, M. (2018). Is social media adoption to be encouraged? An academic perspective, Round Table - Social Net(work)s in Education and Language Sciences", University of Heidelberg, June 14th ,
Saxena, D., & Lamest, M. (2018). Information overload and coping strategies in the big data context: Evidence from the hospitality sector. Journal of Information Science, 44(3), 287-297.
Saxena, D. & McDonagh, J. (2018). Factors Influencing Enterprise Systems Procurement in Public Service Organisations: A Socio-Technical Case Study. European Conference on Information Systems 2018, University of Portsmouth, Portsmouth, UK.

2017
Burke, A. & McDonagh, J. (2017). Impediments to the Alignment of Business and Information Systems Strategies in Public Service Organisations: A Processual View, 17th European Academy of Management Conference, University of Strathclyde, Glasgow, Scotland, 21-24 June, 2017
Claffey E., & Brady, M. (2017). The need to view social media as a consumer engagement platform: Challenges and Opportunites, The 5th Naples Forum on Services, Sorrento Italy, June 16th to June 18, 2017, pp1-6
Claffey E., & Brady, M. (2017). Examining Consumers' Motivations to Engage in Firm-hosted Virtual Communities, Psychology & Marketing, Volume 34, , (Issue 4), 2017, p356 – 375.
Holohan, J. & McDonagh, J. (2017). How Information System Managers Align Business and Information Systems Strategies in Public Service Organisations: A Practice-Based Taxonomy, 17th European Academy of Management Conference, University of Strathclyde, Glasgow, Scotland, 21-24 June, 2017.
Roden, S., Nucciarelli, A., Li, F., & Graham, G. (2017). Big data and the transformation of operations models: a framework and a new research agenda, Production Planning & Control, 28, (11-12), 2017, p929--944
Zamani F., & Brady, M. (2017) How social media data is used in companies. Exploration of role of social media chatter in internal marketing discourse, EMAC European Marketing Academy Conference, University of Groningen, The Netherlands,, May 23rd to May 26, edited by Bijmolt, T van Ittersum, K., Verhoef, P. and Wieringa J., (2017) , 2017, pp1 - 8

2016
Jameson, E., Brady, M., & Devitt, A. (2016). Towards A Framework For The Evaluation Of Digital Game-based Learning At The Third Level, Irish Game based Learning Conference, Trinity College Dublin, 1st and 2nd Sept, 2016, pp1-3.
Li, F., Nucciarelli, A., Roden, S., Graham, G. (2016). How smart cities transform operations models: a new research agenda for operations management in the digital economy, Production Planning & Control, 27, (6), 2016, p514—528.
Zamani, F. & Brady, M. (2016). The Reality of Social Media Data Use in Companies, Marco Marketing Conference, Trinity College Dublin, 2016, pp1 - 3

Digital Privacy and Ethics

New technology has made it easier for the companies to collect and analyse vast amount of consumer data for companies. Digital platforms like Google, Facebook or Apple have virtually all information on their users’ online and offline (e.g. physical movement) behaviour. New technologies such as Internet of Things (IoT) and ubiquitous computing at one end, and advanced analytics using machine learning and artificial intelligence at the other, make it almost impossible to disassociate ourselves with our data. This raises concerns on the user’s privacy and at the same time, on business ethics. While the EU has put General Data Protection Regulations (GDPR) in place to protect individual privacy, organisations are yet to put ethical frameworks. In collaboration with the ADAPT centre, we are conducting research on user’s perception on privacy in the digital age, and based on the learnings gained, plan to develop an ethical framework for the digital age.

Prime Focus:

  • Privacy in the Digital Age
  • Business Ethics in the Digital Age

People:

  • Sarah Browne
  • Julian Friedland
  • Laurent Muzellec
  • Deepak Saxena

Partners:

  • The ADAPT Centre

Projects:

Evolution of Facebook Privacy

Principal Investigators:

Laurent Muzellec and Sarah Browne

Users’ perception of privacy in the Digital Age
Privacy, Trust, Personalisation, Control, and Transparency have been identified four key factors in enhancing users’ feelings toward privacy online. The four factors are interconnected, as personalisation, control, and transparency all influence user trust in organisations. For example, research suggests that providing users with privacy controls helps foster a sense of trust, making them more likely to interact with the business. As the knowledge of the use of their data tends to increase users’ sense of vulnerability in digital interactions, organisations struggle to find ways to mitigate the negative impact of user concerns regarding data privacy. In this project, we are investigating the relationship the key data governance variables (e.g. personalisation, control, and transparency) and user behaviour and attitudes towards privacy.
Principal Investigators: Laurent Muzellec and Deepak Saxena

Towards an Internet of Ethically Intelligent Things

Principal Investigator:

Julian Friedland

Publications:

Friedland, F. (2018). International Technology Machine's No-Tolerance Sexual Harassment Policy. Sage Business Cases.
Friedland, F. (2018). The Next Step in Social Media Marketing?. Sage Business Cases
Friedland, J., & Cole, B. M. (2018). From Homo-economicus to Homo-virtus: A System-Theoretic Model for Raising Moral Self-Awareness. Journal of Business Ethics, 1-15.

 

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