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ROBERTA DE MICHELE
Docente a contratto
Dipartimento di Comunicazione ed Economia
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Pubblicazioni
2020
- On improving the engagement between viewers and TV commercials through gamification
[Articolo su rivista]
Furini, M.; De Michele, R.
abstract
TV advertisements are less and less watched as most viewers turn their attention to the smartphone during commercial breaks. Therefore, broadcasters are facing a novel challenge: how to improve the engagement between viewers and TV commercials. In this paper, we investigate whether gamification can be a winning strategy. Indeed, despite some strategies that have recently been proposed (e.g., cross-media, use of specific mobile software), an effective approach to improve the engagement between viewers and TV commercials is yet to be found. We designed a game that involves the commercial break and the smartphone: during each TV advertisement, a simple question (e.g., “What was the color of the car?”) appears on-screen and the answer must be given through a special smartphone app. A player earns points if she answers exactly, otherwise she loses points. Results obtained from two different experimental assessment (within-subjects and between-subjects) revealed that a well-designed gamification strategy improves the marketing memorability (i.e., a measure of engagement) from 44% (no game elements) to 75% (with game elements). Therefore, gamification might be exploited by broadcasters and advertisers to improve the engagement between viewers and TV commercials.
2019
- Crowd-sensing Images to Understand Citizens' Emotions, Issues and Interests
[Relazione in Atti di Convegno]
De Michele, R.; Furini, M.; Montangero, M.
abstract
Many studies are beginning to gather data with a crowd-sensing approach in order to understand citizens' opinions and thoughts, because these data are more and more crucial for the smart management of a city. So far, the focus is mainly on textual data, but recent approaches revealed the wealth of information that can be found in multimedia contents. In this paper, we propose a crowd-sensing approach that exploits the popularity and the pervasiveness of the Instagram application to understand citizens emotions, issues and interests. The idea is to map the colors of the images into a psychological emotional model and to measure the significance of the words used in the caption of the images. Results showed that the use of the visual contents might be misleading, due to the large use of image filters that alter the real contents of the images, but also disclosed that captions might give insights about citizens that can be very useful to smartly manage a city.
2019
- IoT Healthcare: Benefits, issues and challenges
[Relazione in Atti di Convegno]
De Michele, R.; Furini, M.
abstract
A sportsman's watch no longer marks the time, but it also provides information on the geographical location, on the number of steps, on the heart rate, on the blood oxygenation, on the blood pressure, etc. The bracelet of an elderly person can measure different physiological signals and can transmit them in real time to her doctor, allowing him to monitor the state of health even if the two are not in the same place. Thanks to the implementation and use of sensors, watches and bracelets have become smart objects. It is the world of the Internet of things that enters the health sector and fills the shelves of electronic stores with objects that can monitor our bodies. A market sector that is worth billions of dollars, but that has several implications along with its benefits. What happens to our data? Who has access to our data? Is it possible to cyber-attack these devices? Is our behavior influenced by reading this data? These are some of the questions that arise from the use of IoT devices in the health sector and in this paper we will address them by analyzing this scenario in detail, by highlighting threats and vulnerabilities and by proposing approaches that might mitigate issues related to the use of IoT in the health scenario.
2019
- On helping broadcasters to promote TV-shows through hashtags
[Articolo su rivista]
De Michele, Roberta; Ferretti, Stefano; Furini, Marco
abstract
Television is no longer the king of the living room: 86% of people watch TV with a second screen in the nearby and more than 30% of the attention time is given to the second device to perform social activities. Therefore, the television industry is facing a new challenge: find a way to re-catch viewers’ attention. A recent and popular approach considers the use of official hashtags to implement a cross-media strategy that will connect different contents across multiple media. Since the simple proposition of official hashtags is not sufficient to guarantee the success of a cross media strategy, in this paper, we analyze how official hashtags are used and we propose a model to write tweets effectively. The model is based on the analysis of more than 250,000 tweets that talk about TV-shows. In particular, (i) we analyze the availability and visibility of official hashtags, (ii) we study the tweets characteristics written by the most retweeted authors, and (iii) we build a network of hashtags in order to understand how users use official hashtags. The obtained results allowed us to define guidelines to help broadcasters in the promotion of TV-shows and in the engagement of viewers.
2019
- Viewer-Tailored Advertising for Video on Demand Platforms
[Relazione in Atti di Convegno]
Michele, Roberta De; Furini, Marco
abstract
Viewers consider tailored advertising more interesting and less irritating than traditional commercials, but to produce this type of advertising it is necessary to have information about the viewer and about the context where to place the advertisement. This knowledge is quite easy to get within the Web scenario, but it is not in VoD platforms. In this paper, we propose a system to produce viewer-tailored advertising in common VoD systems by using information about viewers, commercials and programs. By using closed-captions, we show that it is possible to develop a system able to provide highly personalized advertising without requiring heavy changes to current VoD systems. An evaluation of the system shows that viewers appreciate the proposal. Therefore, VoD platforms might use the proposed approach to provide viewer-tailored advertising.
2018
- Influencer identification and selection on social networking sites: An analysis on Instagram
[Articolo su rivista]
De Michele, R.; Marchi, G.
abstract
The birth and diffusion of social media has changed the way firms engage their customers and develop marketing strategies. This phenomenon has received a great deal of attention from academics and practitioners interested in inflencer marketìng. This article contributes to the subject by exploring how various influencers act on Instagram and proposing different approaches for identifying and selecting influencers. It further discusses the relationships between different types of influencers, influencers' selection variables and firms' brand strategy before concluding with insights for practitioners.
2018
- Smart City and Images: The Use of Image Hashtags to Get Insights on Citizens
[Relazione in Atti di Convegno]
DE MICHELE, Roberta; Furini, Marco
abstract
The knowledge of citizens’ interests and problems is crucial for the smart management of a city. Up to few years ago, the employment of opinion agencies was mandatory to get this knowledge, but since this process is cost and time consuming, many studies are beginning to exploit social media contents to understand citizens. In particular, the attention is usually focused on textual data, and only few studies consider multimedia contents. In this paper, we investigate whether it is possible to know citizens’ interests and problems by using images published in the Instagram platform. In particular, we propose a method that analyzes and measures the importance of hashtags associated to images. The experimental evaluation shows that images could be an important source of information to understand citizens
2018
- Social technologies for the workplace: Metrics proposal for adoption assessment
[Relazione in Atti di Convegno]
De Michele, R.; Fabbri, T.; Canali, C.
abstract
As Web 2.0 technologies are increasingly being implemented for business purpose, they offer a wide range of opportunities and potential benefits for the enterprises that internally adopt digital social platforms. However, enterprises usually are not able to correctly and effectively evaluate their investments along this direction. To fill this gap, in this paper we propose two metrics to assess adoption and performance of enterprise social platforms, namely users (Total and Active) Participation Rate and Return on Effort and apply them on data gathered from two companies that recently adopted digital platforms including social tools for collaboration and communication among employees.
2018
- The Use of Hashtags in TV-Shows: Analysis and Guidelines
[Relazione in Atti di Convegno]
DE MICHELE, Roberta; Furini, Marco
abstract
People watch TV with a second screen nearby and more than 30% of the time is used to perform social activities. This is why broadcasters are trying to exploit hashtags: they want people to talk about TV-shows in the social scenario. In this paper, we investigate how broadcasters use hashtags to promote their TV-shows. Indeed, we focus on 15 different TV-shows and we perform two different types of analyses: one investigates if broadcasters propose official hashtags and analyzes how these hashtags are promoted, the other investigates the characteristics of the Twitter conversations held around the considered TV-shows. Results show that broadcasters do not have a clear strategy in the social scenario: most of them do not exploit the synergy that can be created by linking the TV scenario to social and Web platforms. However, from the analysis of the Twitter conversations, we identified a successful case, whose analysis allowed us to outline some clear guidelines that broadcasters should employ when using hashtags to promote their TV-shows
2017
- TV commercials: Improving viewers engagement through gamification and second screen
[Relazione in Atti di Convegno]
De Michele, Roberta; Furini, Marco
abstract
More and more people watch TV with a second device in the nearby. They use it for many different reasons: to play, to search for something, to interact with other people, etc. As a result, their visual attention is often turned to the second screen, especially during commercials. This scenario scares broadcasters, as they fear losing the advertisers' investment. Therefore, it is necessary to improve the engagement between viewers and commercials. Both broadcasters and advertisers are trying to identify the right approach, but an effective solution has yet to be found. In this paper, we propose to use the gamification approach to increase the engagement between viewers and commercials. Our idea is to modify the visual layout of commercial breaks by introducing game elements (i.e., a quiz with simple questions related to some selected commercials). Through an experimental assessment, we evaluated the effectiveness of our proposal and the results show that not only the viewers enjoyed playing the quiz-based game, but also show that the engagement between viewers and commercials improved considerably (i.e., from 30% to 70%).