The Significance of the Handkerchief in Othello by...

The handkerchief is significant to the plot, mainly to Iagos manipulation of Othello and his convincing the latter of Desdemonas infidelity. Moreover, it sheds light over Iago, Desdemona, Othello and Emilias characters, and is thus important to characterisation. The symbolic significance attached to the handkerchief reveals Othellos social background, his treatment of Desdemona and the latters feelings towards her husband. Interestingly, Othello provides two sides of the story of how he got the handkerchief. In his second account he says that his father gave the handkerchief to his mother as a sign of love when beforehand he states that it was actually an Egyptian woman who provided it to his mother. This interpretation reveals†¦show more content†¦The red strawberries , which Othello states were hand stitched, symbolises the blood of loss of virginity, so Othello perceives that Desdemona is chaste if she is in possession of the handkerchief. Once she loses it, she loses her chastity. With regards to plot, the handkerchief provides the sole ocular proof of Desdemonas unfaithfulnes, which infact triggers Othellos madness. The fact that Othello insists on gathering proof suggests that he is somewhat hopeful, Ill have some proof. It is worth noticing Desdemonas mistake in Act 3 Scene 4 when Othello demands to see the handkerchief, as she lies and says, It is not lost. This further convinces Othello of her infidelity. Moreover, it makes Emilia aware of Othellos jealous nature and she tries, unsuccessfully to warn Desdmona about her husbands insecurity, They are never jealous for the cause,/ But jealous for theyre jealous.; Iago further drives Othello into his raging madness by continously mentioning the handkerchief. The impact this leaves on him is evident in his repition of handkercief when Othello falls in a trance, Handkerchief-confessions-handkerchief? When Bianca walks in on Cassio and Iagos conversation, which Othello is spying on, she is holding t he handkerchief, which thus causes Othellos ravenous thirst for revenge. Thus, it plays an important part in leading to the tragedy of the Moor and to Desdemona;s death. In Act 5 Emilia revelas that she stole theShow MoreRelatedThe Symbolism Of Othello By William Shakespeare958 Words   |  4 Pagestreasure it as long as I live. In William Shakespeare’s play, Othello, the symbolism of Desdemona’s handkerchief is central to the play’s tragic dà ©nouement. The handkerchief serves a very important role in shaping the story to the way it is, it ultimately becomes the reason for Othello’s brutal murder of his wife, Desdemona. In addition, the handkerchief is shown as a symbol of â€Å"different things from various events in this play† (Othello). In the first, it is shown as a symbol of Othello’s token ofRead MoreOthello-Whose Fault Is It?973 Words   |  4 Pagesâ€Å"Whose fault is it?† Whose fault was it then? (Pause) Othello, the heroic Moore, yet he was way too jealous and over-trusting. Was it Desdemona? Sweet Desdemona of intelligence and innocence but also a deceiving and naà ¯ve woman who cannot adjust to the role of a 17th century woman. Or was it Iago; Malicious and sneaky Iago? We can go on about whose fault it is but I think it was both equally Othello and Desdemona’s fault. Together as a couple they lacked the understanding of marriage. They weren’tRead MoreAnalysis Of William Shakespeare s Othello1603 Words   |  7 PagesMAJOR WORKS REVIEW GENERAL 1. Title - Othello 2. Author - William Shakespeare 3. Date of Original Publication - 1622 4. Novel Type - Play STRUCTURE 1. Point of View - Iago 2. Relationship to meaning: The reader sees things the way that Iago sees them. This gives the reader an inside look on Iago’s evil plans, which also leads to a better understanding of all of the other characters, but Iago especially. The reader sees how Iago manipulates so many of the characters, like Roderigo and MontanoRead MoreOthello, By William Shakespeare Essay1444 Words   |  6 Pagesmanipulative, cruel, or too faced towards you, they could be a villain. Although villains have poor qualities, they are very important to have in stories and movies. In most stories, if there isn’t a villain, the plot wouldn’t have meaning. In Othello by William Shakespeare, Iago is the villian present in the drama. He manipulates people into thinking things that aren t true. The way the author lets the reader know the plan behind Iago’s actions, but not the other characters, the irony that s present inRead MoreEssay about The Tragic Treatment of Women in Othello1 662 Words   |  7 PagesThe Tragic Treatment of Women in Othello In Shakespeares drama, Othello, there are many different relationships among the main characters. The way that Shakespeare portrays these relationships sets the stage for the pain and deceit that unfolds within the play. Relations between the men of the play, Othello, Roderigo, Iago, and Cassio, undoubtedly form the main theme. Furthermore, each of the men, except Roderigo, also has woman that stands behind and cares for him. But the manor in whichRead MoreDesdemona’s Handkerchief in Othello Essay891 Words   |  4 PagesIn Shakespeare’s play Othello, one of the main character’s Desdemona possesses the most essential symbol and object in the play, a handkerchief. The handkerchief appears in Act III of the play and is a particularly important part in the plot of the play. It helps weave the entire story together. The handkerchief symbolizes Othello’s love and trust to Desdemona and Desdemona’s marital fidelity to Othello. The first symbol of the handkerchief is Desdemona’s marital fidelity. In the play, Iago givesRead MoreOthello Character Analysis1076 Words   |  5 Pagesof Jealousy Harriet Williams delves into the waters of jealousy and deceit in Oliver Parker’s Othello. Adapting Shakespeare for the screen can be problematic, as Oliver Parker discovered with his 1995 directing debut, Othello. I sat down with Oliver Parker, to discuss the challenge of portraying the actions of a noble Moor who brutally sacrifices his beloved wife over a strategically placed handkerchief. The characterisation of Iago, whose evil maneuverings create an irrevocable wreckage out ofRead MoreAnalysis Of Shakespeare s Othello 1131 Words   |  5 PagesAn Analysis of Othello by Shakespeare Shakespeare is known for his use of recurring themes throughout his work, including love, death and betrayal. These themes are present in his work of Othello. However, the most fundamental issue is jealousy. The lives of the characthers in Othello are ruined by jealousy from the beginning to the end of the play. The telling of the story is carried out by passion, jealousy, and death. Shakespeare’s Othello reveals devastating tragic inevitability, stunning psychologicalRead MoreTheme Of Jealousy In Othello1102 Words   |  5 PagesThe Mediterranean Sea of Jealousy Harriet Williams delves into the waters of jealousy and deceit in Oliver Parker’s Othello.Adapting Shakespeare for the screen can be problematic, as Oliver Parker discovered with his 1995 directing debut, Othello. Portraying the actions of a noble Moor who brutally sacrifices his beloved wife over a strategically placed handkerchief, or Justifying Iago, whose evil manoeuvrings create an irrevocable wreckage out of the lives of at least six people, all because he wasRead MoreThe Significance of the Handkerchief in Othello823 Words   |  4 Pagesfabric manifest so much havoc? In William Shakespeare’s Othello, there is great significance of a powerful symbol that completely alters the fate of the story. â€Å"In the case of the handkerchief, it stands for several things, things that cannot be seen† (Hacht 663). This symbol, the handkerchief, is given to Desdemona by Othello, as a token of his love, and to their new beginnings as husband and wife. However, the mean ing of the handkerchief is viewed differently in various characters perspectives

Key Success Factors for Online Advertising Free Essays

Social Advertising Catherine Tucker? February 15, 2012 Abstract In social advertising, ads are targeted based on underlying social networks and their content is tailored with information that pertains to the social relationship. This paper explores the e? ectiveness of social advertising using data from ? eld tests of di? erent ads on Facebook. We ? nd evidence that social advertising is e? ective, and that this e? cacy seems to stem mainly from the ability of targeting based on social networks to uncover similarly responsive consumers. We will write a custom essay sample on Key Success Factors for Online Advertising or any similar topic only for you Order Now However, social advertising is less e? ective if the advertiser explicitly states they are trying to promote social in? uence in the text of their ad. This suggests that advertisers must avoid being overt in their attempts to exploit social networks in their advertising. Catherine Tucker is Associate Professor of Marketing at MIT Sloan School of Management, Cambridge, MA. and Faculty Research Fellow at the NBER. Thank-you to Google for ? nancial support and to an anonymous non-pro? t for their cooperation. Thank-you to Jon Baker, Ann Kronrod, Preston Mcafee, and seminar participants at the George Mason University Roundtable on the Law and Economics of Internet Search, the University of Rochester, UCLA and Wharton for valuable comments. All errors are my own. ? 1 Electronic copy available at: http://ssrn. com/abstract=1975897 1 Introduction Recent advances on the internet have allowed consumers to interact across digital social networks. This is taking place at unprecedented levels: Facebook was the most visited website in the US in 2010, accounting for 20% of all time spent on the internet, a higher proportion than Google or Yahoo! ComScore, 2011). However, it is striking that traditional marketing communications have been at the periphery of this explosion of social data despite the documented power of social in? uence on purchasing behavior. Much of the emphasis on marketing in social media, so far, has been on the achievement of ‘earned reach,’ whereby a brand builds it s subscriber base organically and also hopes that this will in? uence others organically through sharing links with their social networks (Corcoran, 2009). However, recent research by Bakshy et al. 2011) has emphasized that this kind of organic sharing is far rarer than previously supposed, and that there are very few examples of a commercial message being consistently transmitted across social networks. Further, Tucker (2011a) shows that in order to achieve virality, an advertiser may have to sacri? ce the commercial e? ectiveness of their message. This means that advertisers may need to use paid advertising to facilitate the sharing of their commercial message through social networks. Both Facebook and LinkedIn have recently introduced a new form of advertising called ‘social advertising. A social ad is an online ad that ‘incorporates user interactions that the consumer has agreed to display and be shared. The resulting ad displays these interactions along with the use r’s persona (picture and/or name) within the ad content’ (IAB, 2009). This represents a radical technological development for advertisers, because it means that potentially they can co-opt the power of an individual’s social network to target advertising and engage their audience. This paper asks whether social advertising is e? ective, and what active steps advertisers themselves should take in their ads to promote social in? ence. 2 Electronic copy available at: http://ssrn. com/abstract=1975897 We explore the e? ectiveness of social ads using data from a ? eld experiment conducted on Facebook by a non-pro? t. This ? eld experiment compared the performance of social ads with conventionally targeted and untargeted ads. The social ads were targeted to the friends of ‘fans’ of the charity on Facebook. The ads featured that fan’s name and the fact that they had become a fan of this charity. We ? nd that on average these social ads were more e? ective than demographically targeted or untargeted ads. Further, this technique is useful for improving both the performance of demographically targeted and untargeted campaigns. Comparing the performance of these ads that contained the name of the fan and were targeted towards the fan’s friends with those that were simply targeted to that fan’s friends suggests that their e? ectiveness stems predominantly from the ability of social targeting to uncover similarly responsive consumers. We present results that suggest that as well as being more e? ective at gathering clicks, social advertising is also more e? ective at promoting actual subscriptions to the newsfeed and is more cost-e? ctive. We then turn to investigate how advertisers should word their social advertising. Through randomized ? eld tests, we investigate the e? ectiveness of advertisers deliberately promoting social in? uence in their advertising copy through including a statement that encourages the viewer to, for example, ‘be like their friend. ’ W e ? nd that consumers reject attempts by advertisers to explicitly harness or refer to a friend’s actions in their ad copy. This result contrasts with previous empirical research that ? nds consistent bene? ts to ? rms from highlighting previous consumer actions to positively in? ence the consumers’ response (Algesheimer et al. , 2010; Tucker and Zhang, 2011). This rejection is reasonably uniform across di? erent wording, though slightly less severe for ads that make a less explicit reference to friendship. We then present additional evidence to rule out two potential explanations for our ? ndings. First, we rule out that the overt mention of social in? uence simply made people aware they were seeing an ad rather than something organic to the site. We do this by comparing an ad that states it is an ad with an ad that does not, and ? nding no di? rence. 3 Second, to investigate whether it was simply bad advertising copy, we examined how the ads perform for a group of Fa cebook users who have shown a visible propensity for social in? uence. We identify such users by whether or not they have a stated attachment to a ‘Fashion Brand’ on their Facebook pro? le. These users, in contrast to our earlier results, react more positively to the advertiser explicitly co-opting social in? uence than to a message that did not. This suggests that it was not simply that the message was badly communicated, but instead re? cts a taste (or more accurately distaste) for explicit references to social in? uence among most, though not all, consumers. This research builds on a literature that has studied the interplay between social networks and word of mouth. Zubcsek and Sarvary (2011) present a theoretical model that examines the e? ects of advertising to a social network, but assume that a ? rm cannot directly use the social network for marketing purposes. Instead, ? rms have to rely on consumers to organically pass their advertising message within the soci al networks. There has been little work on advertising in social networks. Previous studies in marketing about social network sites have questioned how such sites can use advertising to obtain members (Trusov et al. , 2009), and also how makers of applications designed to be used on social network sites can best advertise their products (Aral and Walker, 2011) through viral marketing. Hill et al. (2006) show that phone communications data can be used to predict who is more likely to adopt a service, Bagherjeiran et al. (2010) present a practical application where they use data from instant messaging logs at Yahoo! to improve online advertising targeting, and similarly Provost et al. 2009) show how to use browsing data to match groups of users who are socially similar. Tucker (2011b) explores how privacy controls mediate the e? ectiveness of advertising on Facebook. However, to our knowledge this is the ? rst academic study of the e? ectiveness of social advertising. Managerially, our results have important implications. Social advertising and the use of onl ine social networks is e? ective. However, when advertisers attempt to reinforce this social 4 in? uence in ad copy, consumers appear less likely to respond positively to the ad. This is, to our knowledge, the ? st piece of empirical support for emerging managerial theories that emphasize the need for ? rms to not appear too obviously commercial when exploiting social media (Gossieaux and Moran, 2010). 5 2 Field Experiment The ? eld experiment was run by a small non-pro? t that provides educational scholarships for girls to attend high school in East Africa. Without the intervention of this non-pro? t, and other non-pro? ts like them, girls do not attend secondary school because their families prioritize the education of sons. Though the non-pro? t’s main mission is funding these educational scholarships, the non-pro? has a secondary mission which is to inform young people in the US about the state of education for African girls. It was in aid of this secondary mission that t he non-pro? t set up a Facebook page. This page serves as a repository of interviews with girls where they describe the challenges they have faced. To launch the ? eld experiment, the non-pro? t followed the procedure described in ‘A/B Testing your Facebook Ads: Getting better results through experimentation’ (Facebook, 2010) which involved setting up multiple competing campaigns. These ad campaigns was targeted to three di? erent groups as shown in Table 1. The ? st group was a broad untargeted campaign for all Facebook users aged 18 and older in the US. The second group were people who had already expressed interest in other charities. These people were identi? ed using Facebook’s ‘broad category targeting’ of ‘Charity + Causes. ’ The third group were people who had already expressed an interest in ‘Education + Teaching. ’ Previously, the charity had tried such reasonably broad targeting with little success and was hopeful that social advertising would improve the ads’ performance (Tucker, 2011b). In all cases, the charity explicitly excluded current fans from seeing its ads. For each of these groups of Facebook users, the non-pro? t launched a socially targeted variant. These ads employed the Facebook ad option that meant that they were targeted only to users who were friends of existing fans of the charity. This also meant that when the fan had not opted-out on Facebook, the ad also displayed a ‘social endorsement’ where the name of the friend was shown at the bottom of the ad as shown in Figure 1. 6 Table 1: Di? erent Groups Targeted Condition Untargeted Baseline: Only Shown Baseline text All people in US over age of 18 who are not fans of the non-pro? t already. All people in US over age of 18 who state a? nity with charities on their Facebook pro? le who are not fans of the non-pro? t already. All people in US over age of 18 who state a? nity with education on their Facebook pro? le who are not fans of the non-pro? t already. Social Variant: Shown all 5 texts from Table 2 All people in US over age of 18 who are friends of the non-pro? t’s supporters who are not fans of the non-pro? t already. All people in US over age of 18 who state a? nity with charities on their Facebook pro? le who are friends of the non-pro? t’s supporters who are not fans of the nonpro? already. All people in US over age of 18 who state a? nity with education on their Facebook pro? le who are friends of the non-pro? t’s supporters who are not fans of the nonpro? t already. Charity Education The non-pro? t varied whether the campaign was demographically targeted and whether the campaign was socially targeted, and also explored di? erent ad-text con ditions. Table 2 describes the di? erent ad-copy for each condition. Each di? erent type of ad-copy was accompanied by the same picture of an appealing secondary-school student who had bene? ted from their program. The socially targeted ads displayed all ? ve variants of the advertising message depicted in Table 2. For each of the non-socially-targeted campaigns, we ran the baseline variant of the ad text which, as shown in Table 2, simply says ‘Help girls in East Africa change their lives through education. ’ The non-pro? t could not run the other four conditions that refer to others’ actions, because federal regulations require ads to be truthful and they did not want to mislead potential supporters. The di? erent ad conditions were broadly designed to cover the kinds of normative and informational social in? ence described by Deutsch and Gerard (1955); Burnkrant and Cousineau (1975). 1 We want to be clear that we do not argue that these advertising measures 1 Other forms of social in? uence studied in the literature involve network externalities where there is a performance bene? t to multiple people adopting (Tucker, 2008). However, that does not seem to be relevant 7 Ta ble 2: Di? erent Ad-Text Conditions Condition Baseline Be like your friend Ad-Text Help girls in East Africa change their lives through education. Be like your friend. Help girls in East Africa change their lives through education. Don’t be left out. Help girls in East Africa change their lives through education. Your friend knows this is a good cause. Help girls in East Africa change their lives through education. Learn from your friend. Help girls in East Africa change their lives through education. Don’t be left out. Your friend knows Learn from your friend. capture all types of social in? uence or are necessarily successful at distinguishing between the di? erent types of social in? uence that are possible. The literature on social in? ence has emphasized that the underlying mechanism is nuanced and complex. Obviously, di? erent types of social in? uence relate and interact in ways that cannot be teased apart simply with di? erent wording. However, the variation in messages does allow us to study whether explicit advertising messages that attempt to use di? erent types of wording to evoke social in? uence are e? ective in general. Figure 1: Sample Ad Figure 1 displays an anonymized sample ad for a social ad in the ‘be like your friend’ condition. The blacked-out top of the ad contained the non-pro? t’s name. The grayedhere. out bottom of the ad contained a supporter’s name, who had ‘liked’ the charity and was a Facebook friend of the person who was being advertised to. It is only with developments in technology and the development of automated algorithms that such individualized display of the friend’s name when pertinent is possible. Table 3 describes the demographics of the roughly 1,500 fans at the beginning of the campaign. Though the initial fans were reasonably spread out across di? erent age cohorts, they were more female than the average population, which makes sense given the nature of the charity. At the end of the experiment, the fans were slightly more likely to be male than before. The way that Facebook reports data means that we have access to the demographics only of the fans of the charity, not of those who were advertised to. Table 3: Demographics of the non-pro? t’s fans before and after the ? eld experiment Age 18-24 25-34 35-44 45-54 55+ Total Before Male 5 5 6 3 3 22 Experiment After Experiment Female Male Female 13 8 14 14 6 14 17 6 16 13 3 13 10 4 10 67 27 67 The ‘Total’ row does not add up to 100% because fans who are below 18 years of age are omitted. 9 3 Data The data that Facebook shares with advertisers is both anonymous and aggregate. This means that we cannot trace the e? ects of social advertising on the friends of any one individual. It also means that we cannot examine heterogeneity in the degrees of in? uence across individuals, as is studied, for example, by Godes and Mayzlin (2009) in their study of o? ine ? rm-sponsored communications. However, given that the central research question of the study is whether, on average, di? erent types of social advertising are more e? ective, the aggregate nature of the data is su? cient. Table 4 reports daily summary statistics for the campaigns in our data. Over a 5-week period, there were 630 observations. There were 18 campaigns in total that consisted of a) The three baseline conditions that were demographically targeted to everyone, charity-lovers and education-supporters and used the baseline text, and b) The ? fteen social ad conditions that had all the ? ve di? erent types of text, and socially targeted separately to everyone, charity-lovers and education-supporters. Table A2 in the appendix provides a summary of these campaigns. Table 4: Summary Statistics Mean Std Dev Min Max Average Impressions 13815. 13898. 6 1 98037 Average Clicks 5. 06 5. 17 0 37 Connections 2. 70 3. 52 0 24 Unique Clicks 5. 04 5. 14 0 36 Daily Click Rate 0. 11 0. 10 0 1. 27 Impression Click Rate 0. 045 0. 047 0 0. 50 Cost Per Click (USD) 0. 98 0. 40 0. 31 3. 90 Cost Per 1000 views (USD) 0. 52 1. 37 0 24. 5 Ad-Reach 6165. 7 6185. 0 1 60981 Frequency 2. 32 0. 82 1 9. 70 18 ad variants at the daily level for 5 weeks (630 observations) There are two click-through rates reported in Table 4. The ? rst click-through rate is the proportion of people who clicked on an ad that day. The denominator here is the 10 Ad-Reach measure that captures the number of people exposed to an ad each day. The second click-through rate is per ad impression. We focus on the former in our econometric analysis, because impressions can be a function of person refreshing their page or using the back button on the browser or other actions which do not necessarily lead to increased exposure to the ad. We show robustness subsequently to using this click-through rate per impression measure. Due to the relatively small number of clicks, these click through rates are expressed as percentage points or sometimes as fractions of a percentage point. In our regression analysis we also use this scaling in order to make our coe? cients more easily readable. 2 The data also contains an alternative means of measuring advertising success. The connection rate measures the number of people who liked a Facebook page within 24 hours of seeing a sponsored ad, where the denominator is the ad’s reach that day. We compare this measure to clicks in subsequent analysis to check that the click-through rate is capturing something meaningful. We also use the cost data about how much the advertiser paid for each of these ads in a robustness check. The data reassuringly suggests that there were only ? ve occasions where someone clicked twice on the ads. Therefore, 99. 8% of the click-through rate we measure captures a single individual clicking on the ad. 2 11 Figure 2: Social advertising is e? ective 4 4. 1 Results Does Social Advertising Work? First, we present some simple evidence about whether social advertising is more e? ective than regular display advertising. Figure 2 displays the basic comparison of aggregate (that is, across the whole ? ve-week period) click-through rates between non-socially-targeted ads and ads that were socially targeted. Since these are aggregate click-through rates they di? er from the daily click-through rates reported in Table 4. These are expressed as fractions of a percentage point. It is clear that social advertising earned far larger click-through rates. The di? erence between the two bars is quite striking. To check the robustness and statistical signi? cance of this relationship, we turn to econometrics. The econometric analysis is relatively straightforward because of the randomization induced by the ? eld tests. We model the click-through rate of campaign j on day t targeted to demographic group k as: 2 ClickRatejt = ? SocialT argeting Endorsementj + ? k + ? t + j (1) SocialT argeting Endorsementj is an indicator for whether or not this campaign variance was socially targeted and displayed the endorsement. Since Facebook does not allow the testing of these di? erent features separately, this is a combined (rather than separable) indicator. ?k is a ? xed e? ect that captures whether this wa s the untargeted variant of the ad. This controls for underlying systematic di? erences in how likely people within that target and untargeted segment were to respond to this charity. We include a vector of date dummies ? t . Because the ads are randomized, ? t and ? k should primarily improve e? ciency. We estimate the speci? cation using ordinary least squares. Though we recognize that theoretically a click-through rate is bounded at one hundred since it is measured in percentage points, click-through rates in our data are never close to this upper bound or lower bound. 3 Table 5 reports our initial results. Column (1) presents results for the simple speci? cation implied by equation (1) but without the date and demographic controls. The point estimates suggest that social targeting and a friend’s endorsement increased the average daily clickthrough rate by around half. Column (2) repeats the analysis with the controls for date. It suggests that after controlling for date, the result holds. This is reassuring and suggests that any unevenness in how ads were served across days does not drive our results. It also suggests that our result is not an artifact of a failure of randomization. Column (3) adds an extra coe? cient that indicates whether that campaign was untargeted rather than being targeted to one of the customer groups identi? d as being likely ‘targets’ by the non-pro? t We also tried alternative speci? cations where we use the unbounded clicks measure (rather than a rate) as the dependent variable and show that our results are robust to such a speci? cation in Table A1, in the appendix. 3 13 – Educational and Charity supporters. It suggests that indeed, as expected, an untarge ted campaign was weakly ine? ective, though the estimate is not signi? cant at conventional levels. We speculate that the apparent weakness of demographic targeting may be because target markets of charity and educational supporters is reasonably broad, and consequently may have ontained many individuals who would not support an international charity. An obvious question is what explains the success of social advertising. One explanation is that the endorsement of a friend is informative. Another explanation is that social targeting uncovers people who will be more likely to be interested in their charity as they are similar, in unobserved ways, to their friends who are already fans of the charity. Manski (1993) pointed out that this particular issue of distinguishing homophily (unobserved characteristics that make friends behave in a similar way) from the explicit in? ence of friends on each other is empirically problematic. Ideally, to address this we would simply randomize whethe r users saw the endorsement or not. However, Facebook’s advertiser interface does not allow that. What we can do is take advantage of the fact that sometimes ads are shown to people without the endorsement if that fan has selected a privacy setting which restricts the use of their image and name. The interface which users use to do this is displayed in Figure A1; all users do is simply select the ‘No One’ rather than the ‘Only my friends’ option. Of course, this will not represent perfect randomization. It is likely that the fans who select stricter privacy settings di? er in unobserved ways from those who do not, and that therefore their social networks may di? er as well. However, despite this potential for bias, this does represent a useful opportunity to try to disentangle the power of social targeting to enable homophily and the power of personal endorsements. Column (4) displays the results of a speci? cation for equation (1) where the dependent variable is the conversion rate for these socially targeted but not socially endorsed ads. Here for ads that were being shown to friends, the click-through rate was only calculated for occasions when the endorsement was not shown. A comparison of Column 14 (3) and Column (4) in Table 5 makes it clear the ads that were displayed to friends of fans but lacked a clear endorsement were less e? ective than those that had a clear endorsement. However, they were still measurably more e? ective than non-socially-targeted ads. It appears that, roughly, the endorsement accounted for less than half of the persuasive e? ect and the ability to use social networks to target the ad accounted for slightly more than half of such ads’ e? acy. Columns (5) and (6) of Table 5 estimate the speci? cation separately by whether the campaign was targeted or untargeted. Though the point estimate for the targeted campaigns is higher, it is notable that social advertising improved the performance of both targeted and untargeted campaigns. Given the widely reported lack of e? cacy of untargeted campaigns (Reiley and Lewis, 2009), the increase in e? ectiveness allowed by social advertising appears large for untargeted campaigns. 15 Table 5: Social Targeting and Endorsement is E? ective (4) No Endorsement Click Rate SocialTargeting Endorsement All (1) Click Rate 0. 0386 (0. 0123) (2) Click Rate 0. 0385 (0. 0108) 0. 0287 (0. 0143) -0. 000275 (0. 0122) 0. 0794 (0. 0116) 0. 0132 (0. 0166) (3) Click Rate 0. 0386 (0. 0125) Untargeted (5) Click Rate 0. 0297 (0. 00755) Targeted (6) Click Rate 0. 0376 (0. 00927) SocialTargeting Untargeted Constant 16 Date Controls No Yes Yes Yes Yes Yes Observations 630 630 630 630 210 420 Log-Likelihood 542. 1 610. 3 610. 3 427. 8 187. 7 452. 3 R-Squared 0. 0221 0. 212 0. 212 0. 119 0. 317 0. 228 OLS Estimates. Dependent variable is the percentage point of people who click on the ad. Dependent variable in Columns (4) for social ads is the percentage point daily click-through rate of ads that did not display the endorsement. Robust standard errors. * p 0. 10, ** p 0. 05, *** p 0. 01 4. 2 Robustness Table 6 checks the robustness of the ? nding that social targeting and endorsement are effective, to di? erent de? nitions of the dependent variable. Column (1) reports the results of using a dependent measure which is the percentage click-through per impression. Again, we ? nd that social advertising is more e? ective, though the e? ectiveness is less pronounced and less precisely estimated than before. This suggests that the appeal of social advertising is not necessarily enhanced by multiple exposure. It could also, of course, merely re? ect noise introduced into the process by someone refreshing their browser multiple times. The results so far suggest that consumer privacy concerns or the intrusiveness of such ads do not seem to outweigh the appeal of social advertising for consumers. 4 There is always the possibility of course that people clicked on the ads because they were annoyed or wanted to understand more the extent of privacy intrusion rather than because the ads were actually e? ective. To explore this, we estimate a speci? cation where the dependent measure was the proportion of clicks that became subscribers of the newsfeed. The results are reported in Column (2). We see that again social advertising appears to be more e? ective at encouraging Facebook users to take the intended action as well as simply clicking. This is evidence that people are not clicking on social ads due to annoyance at their intrusiveness but instead are clicking on them and taking the action the ads intend to encourage them to take. Untargeted ads are less likely to lead to conversions than those targeted at appropriate demographics. This makes sense – these people are being targeted precisely because they are the kind of people who have signed up for such news feeds in the past. A ? nal question is whether ads that are socially targeted and display endorsements are more expensive for advertisers, thereby wiping out their relative e? ectiveness in terms of return on advertising investment. We explore this in Column (3) of Table 6. There are This may be because Facebook users ? nd it reassuring that these ads, though narrowly targeted, are not overly visually intrusive (Goldfarb and Tucker, 2011). 4 17 everal missing observations where there were no clicks that day and consequently there was no price recorded. In Column (3), we report the results of a speci? cation where our explanatory variables is the relative price per click. The results suggest that advertisers pay less for these clicks that are socially targeted. This suggests that Facebook is not charging a premium for this kind of advertising. Though Facebook shrouds in secrecy the precise pricing and auction mechanism underlying their advertising pricing, this result would be consistent with a mechanism whereby advertisers pay less for clicks if they have higher clickthrough rates. In other words, prices paid bene? t from an improved ‘quality-score’ (Athey and Nekipelov, 2011). The results also suggest that advertisers pay less for demographically untargeted clicks which is in line with previous studies such as Beales (2010). Table 6: Social Advertising is E? ective: Checking robustness to di? erent dependent variables SocialTargeting Endorsement (1) Click Rate (Multiple) 0. 0108 (0. 00501) 0. 00526 (0. 00582) Yes 630 1086. 5 0. 150 (2) Clicks to Connections Rate 0. 433 (0. 0997) -0. 321 (0. 0768) Yes 554 -467. 5 0. 163 (3) Cost Per Click (USD) -0. 95 (0. 0480) -0. 177 (0. 0520) Yes 559 -129. 0 0. 426 Untargeted Date Controls Observations Log-Likelihood R-Squared OLS Estimates. Dependent variable is the click-through rate (expressed as a fraction of a percentage point) for impressions in Column (1). Dependent variable in Column (2) is the clicks to conversions rate. Dependent variable in Column (3) is cost per click. Robust standard errors. * p 0. 10, ** p 0. 05, *** p 0. 01 4. 3 What Kind of Social Advertising Messages Work? We then go on to explore what kind of advertising message works in social ads. We distinguish between ads that rely simply on the Facebook algorithm to promote social in? uence by featuring the automated endorsement at the bottom of their ad, and ads that explicitly refer to this endorsement in their ad copy. 18 Table 7: Social Advertising is Less E? ective if an Advertiser is Too Explicit (3) No Endorsement Click Rate SocialTargeting Endorsement All (1) Click Rate 0. 0577 (0. 0139) (2) Click Rate 0. 0571 (0. 0113) 0. 0333 (0. 0168) -0. 0287 (0. 00886) -0. 000463 (0. 0122) -0. 0136 (0. 0115) -0. 0189? (0. 01000) -0. 0378 (0. 0115) -0. 0429 (0. 0144) -0. 101 (0. 0124) Yes 630 615. 4 0. 225 Yes 630 618. 1 0. 232 Yes 630 429. 5 0. 124 Yes 210 189. 6 0. 329 Yes 420 461. 0 0. 260 -0. 000281 (0. 0177) 0. 0161 (0. 0169) -0. 0303? (0. 0167) -0. 0284 (0. 0124) Untargeted (4) Click Rate 0. 0498 (0. 0245) Targeted (5) Click Rate 0. 0527 (0. 0130) SocialTargeting SocialTargeting Endorsement ? Explicit Untargeted SocialTargeting Endorsement ? Don’t be left out Social Targeting Endorsement ? Be like your friend SocialTargeting Endorsement ? Learn from your friend 19 SocialTargeting Endorsement ? Your friend knows SocialTargeting ? Explicit Date Controls Observations Log-Likelihood R-Squared OLS Estimates. Dependent variable is the percentage points of people who click on the ad. Dependent variable in Columns (3) adjusted for social ads so that is the percentage point daily click-through rate of ads that did not display the endorsement. Robust standard errors. * p 0. 10, ** p 0. 05, *** p 0. 01 We use the additional binary indicator variable Explicitj to indicate when the advertiser uses a message that evokes social in? uence explicitly in their ad copy, in addition to the social endorsement automated by the Facebook algorithm. This covers all the non-baseline conditions described in Table 2. We interact this with the SocialT argeting Endorsementj , meaning that SocialT argeting Endorsementj now measures the e? ect of the baseline effect, and the interacted variable measures the incremental advantage or disadvantage of mentioning the friend or the potential for social in? uence in the ad. Column (1) of Table 7 reports the results. The negative coe? cient on the interaction between Explicit and SocialT argeting Endorsementj suggests that explicit reference to a social in? uence mechanism in the ad a? ected the performance of the ad negatively. That is, when the advertiser themselves were explicit about their intention to harness social in? uence, it back? res. Further, the large point estimate for SocialT argeting Endorsementj suggests that the baseline message is even more e? ective than the estimates of Table 5 suggested. Column (2) in Table 7 reports the results of a speci? cation where we break up Explicit by the di? erent types of ‘social in? uence’-focused advertising messages featured in Table 2. It is striking that all measures are negative. It is also suggestive that the one message that was not statistically signi? ant and had a smaller point estimate than the others did not refer to the friend explicitly but instead referred obliquely to the friend’s action. This is speculative, since the point estimate here is not statistically di? erent from the others due to its large standard error. Column (3) repeats the exercise for the click-through rate for the ads that did not display an endorsement that we investigated in Table 5. Since these ads did not display the friend’s name at the bottom, it should not be so obvious to a viewer that the ? rm is explicitly trying to harness the social in? uence that results from the friend being a fan of the charity. We recognize that there may of course be some confusion at the mention of a friend when no name is displayed, but this confusion should work against us rather than for us. In this case, 20 we do not see a negative and signi? cant e? ect of the ‘Explicit’ advertising message which referred to a friend. This suggests that it was the combination of the friend’s name and the mention of social in? uence which was particularly o? -putting. The results in Column (3) suggest that what is damaging is the combination of an advertiser making it explicit they are trying to harness social in? ence and the algorithmic social advertising message. We next explored whether this ? nding that attempts by advertisers to explicitly harness social in? uence in their ad text damaged the e? ectiveness of social advertising di? ered by the target group selected. Column (4) presents the results for the campaign that was targeted at friends of fans who were simply over 18 years old and base d in the US. Column (5) presents the results for the group of users whom the charity selected as being in the target ‘demographic’ groups for the campaign – that is users whose Facebook pro? e revealed their support for other educational and charitable causes. What is striking is the similarity of the estimates for the e? cacy of social advertising and the damage done by the advertiser being overly explicit about social in? uence across Columns (4) and (5). Again, similar to the results reported in Table 5 social advertising appears to be able to o? er as nearly as large a lift to ad e? cacy for an untargeted population as a targeted one. 4. 4 Behavioral Mechanism We then collected additional data to help rule out alternative explanations of our ? nding that the explicit mention of social in? ence was undesirable in social ads. One obvious potential explanation is that what we are measuring is simply that people are unaware that what they are seeing is actually a n ad, rather than part of Facebook. When a non-pro? t uses a message such as ‘Be like your friend’ then it becomes obvious that this is an ad, and people respond di? erently. To test this, we persuaded the non-pro? t to run a subsequent experiment that allowed us to explicitly tease this apart. In this experiment we compared the performance of ads that said ‘Please read this ad. Help girls in East Africa 21 change their lives through education. , and ads that simply said ‘Help girls in East Africa change their lives through education. ’5 If it is was the case that Facebook users were simply mistaking socially targeted ads for regular content and the explicit appeals to social in? uence stopped them making this mistake, we would expect to also see a negative e? ect of wording that made it clear that the message was an ad. However, it appears that adding ‘Please read this ad’ if anything helped ad performance, which suggests that it was not the case that Facebook users were simply mistaking socially targeted ads for content if there is no explicit message. Obviously, though, the sample size here is very small, making more de? nitive pronouncements unwise. Table 8: Not Driven by Lack of Awareness of Advertising or Universally Unappealing Ad Copy Knowledge (1) Click Rate 0. 0312? (0. 0160) 0. 0114 (0. 0288) Fashion (2) Click Rate 0. 0194 (0. 0208) 0. 0376? (0. 0221) 0. 0449? (0. 0254) -0. 00448 (0. 0218) 0. 0172 (0. 0254) 0. 127 (0. 0584) (3) Click Rate 0. 0182 (0. 0208) SocialTargeting Endorsement SocialTargeting Endorsement ? Explicit SocialTargeting Endorsement ? Don’t be left out SocialTargeting Endorsement Be like your friend SocialTargeting Endorsement ? Learn from your friend SocialTargeting Endorsement ? Your friend knows Date Controls Yes Yes Yes Observations 20 60 60 Log-Likelihood 55. 43 91. 77 103. 7 R-Squared 0. 916 0. 267 0. 508 OLS Estimates. Dependent variable is the percentage point of people who click on ad that day. Robust standard errors. * p 0. 10, ** p 0. 05, *** p 0. 01 Recent research has questioned the use of the imperative in advertising copy, which is why we used ‘please’ (Kronrod et al. , 2012) 5 22 Another alternative explanation for our ? dings is that the messages referring to the friend were poorly-written or unappealing. To test whether this was the case, we selected an alternative set of users whom might be expected to react in an opposite way to potential presumptions of social in? uence. Speci? cally, the charity agreed to run test conditions identical to those in Table 2 for the people who expressed a? nity with ‘Fashion’ goods on their Facebook pro? les. The Fashion category of users were chosen because typical models of social in? uence have focused on fashion cycles (Bikhchandani et al. , 1992). These models emphasize the extent to which people who participate in Fashion cycles receive explicit utility from conformity, even when this conformity is provoked by a ? rm. In other words, they may ? nd advertiser-endorsed social in? uence more persuasive and advertiser attempts at emphasizing the power of social in? uence more acceptable than the general population does. This group of users exhibits a very di? erent pattern to that exhibited by the general population. They appear to respond somewhat positively to social advertising, though this estimate is imprecise and the point estimate is smaller than for the other conditions. However, strikingly, they reacted particularly positively to advertising messages that emphasized social in? uence and the actions of the friend in the ad copy. In other words, social advertising for this group worked even when the advertiser explicitly embraced the potential for social in? uence. This result suggests that there may be heterogeneity in consumer responses to the wording of social advertising messages depending on their previous consumption patterns. This is evidence against an alternative explanation for our results in Table 7 based on these advertising messages which explicitly refer to the potential for social in? ence being confusing or overly wordy, since they were e? ective for this group of Fashion fans. In general, the results of Tables 7 and 8 suggest that there is heterogeneity in distaste for advertiser attempts to harness social in? uence given previous consumption patterns, but that for the average person the e? ects are negative. 23 5 Implications How hel pful is data on social relationships when it comes to targeting and delivering advertising content? This paper answers this question using ? eld test data of di? erent ads on the large social network site Facebook. We ? nd evidence that social advertising is indeed very e? ctive. This is important, as for the past few years social network websites have often been dismissed by advertisers as venues for ‘paid media’, that is, paid advertising. Instead, the emphasis was on ‘earned’ or organic media whereby social networks were venues for organic word of mouth. This dismissal of paid advertisements was echoed in the popular and marketing press with headlines such as ‘Online Social Network and Advertising Don’t Mix’ and ‘Facebook Ad Click-Through Rates Are Really Pitiful’ (Joel, 2008; Barefoot and Szabo, 2008). Our results suggest, however, that as social advertising develops this will change swiftly. In particular, social networks will be able to exploit their considerable inherent network e? ects to enlarge their share of advertising dollars. Strikingly, we ? nd that the average Facebook user appears to ? nd social advertising as done by the standard Facebook algorithm appealing. However, when advertisers attempt to emulate or reinforce this social in? uence, consumers appear less likely to respond positively to the ad. Speculatively, the results suggest that intrusive or highly personal advertising is more acceptable if done algorithmically by a faceless entity uch as a computer than when it is the result of evident human agency. Very speculatively, there is perhaps a parallel with users of web-based email programs accepting an algorithm scanning their emails to serve them relevant ads when the interception of emails by a human agent would not be acceptable. Our results suggest that social advertising works well for both targeted and untargeted populations, which may mean that social advertising is a particularly useful technique when 24 advertising to consumers outside the product’s natural or obvious market segment since their are less obvious ways of targeting in these settings. The majority of this e? cacy appears to be because social targeting uncovers unobserved homophily between users of a website and their underlying receptiveness to an advertising message. There are of course limitations to our study. First, the non-pro? t setting may bias our results in ways that we cannot predict. Second, the aims of the non-pro? t also means the outcome measure we study is whether or not people sign up to hear more about the nonpro? t, rather than studying the direct e? ect of advertising on for-pro? t outcomes such as customers making purchases. Third, we studied this advertising at a time when Facebook was just launching and promoting its social advertising features. It is not clear whether the results will be as strong if the advertising market becomes saturated with social ads. Notwithstanding these limitations, we believe that this paper makes a useful contribution in terms of documenting when social advertising is useful and when it is not. 25 References Algesheimer, R. , S. Borle, U. M. Dholakia, and S. S. Singh (July/August 2010). The impact of customer community participation on customer behaviors: An empirical investigation. Marketing Science 29 (4), 756–769. Aral, S. and D. Walker (September 2011). Creating social contagion through viral product design: A randomized trial of peer in? uence in networks. Management Science 57 (9), 1623–1639. Athey, S. and D. Nekipelov (2011). A structural model of sponsored search advertising auctions. Mimeo, Berkeley. Bagherjeiran, A. , R. P. Bhatt, R. Parekh, and V. Chaoji (2010). Online advertising in social networks. In B. Furht (Ed. ), Handbook of Social Network Technologies and Applications, pp. 651–689. Springer US. Bakshy, E. , J. M. Hofman, W. A. Mason, and D. J. Watts (2011). Everyone’s an in? encer: quantifying in? uence on Twitter. In Proceedings of the fourth ACM international conference on Web search and data mining, WSDM ’11, New York, NY, USA, pp. 65–74. ACM. Barefoot, D. and J. Szabo (2008, April). Facebook ad click-through rates are really pitiful. Friends with Bene? ts: A social media handbook blog. Beales, H. ( 2010). The value of behavioral targeting. Mimeo, George Washington University. Bikhchandani, S. , D. Hirshleifer, and I. Welch (1992, October). A theory of fads, fashion, custom, and cultural change in informational cascades. Journal of Political Economy 100 (5), 992–1026. 6 Burnkrant, R. E. and A. Cousineau (1975, December). Informational and normative social in? uence in buyer behavior. Journal of Consumer Research 2 (3), 206–15. ComScore (2011). ComScore’s 2011 social report: Facebook leading, microblogging growing, world connecting. White Paper . Corcoran, S. (2009, December 16). De? ning earned, owned and paid media. Forrester Research. Deutsch, M. and H. B. Gerard (1955). A study of normative and informational social in? uences upon individual judgment. The Journal of Abnormal and Social Psychology 51 (3), 629–636. Facebook (2010, September). A/B testing your Facebook ads: Getting better results through experimentation’. Technical Report. Godes, D. and D. Mayzlin (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science 28 (4), 721–739. Goldfarb, A. and C. Tucker (2011, May). Online display advertising: Targeting and obtrusiveness. Marketing Science 30, 389–404. Gossieaux, F. and E. Moran (2010). The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media. McGraw-Hill. Hill, S. , F. Provest, and C. Volinksky (2006). Network-based marketing: Identifying likely adopters via consumer networks. Statistical Science 21 (2), 256276. IAB (2009). IAB social advertising best practices. Interactive Advertising Bureau. Joel, M. (2008, February 8). Online social networks and advertising don’t mix. Six Pixels of Separation, Twist Image. 27 Kronrod, A. , A. Grinstein, and L. Wathieu (2012, January). Go green! Should environmental messages be so assertive? Journal of Marketing 76, 95–102. Manski, C. F. (1993, July). Identi? cation of endogenous social e? ects: The re? ection problem. Review of Economic Studies 60 (3), 531–42. Provost, F. , B. Dalessandro, R. Hook, X. Zhang, and A. Murray (2009). Audience selection for on-line brand advertising: privacy-friendly social network targeting. In Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining, KDD ’09, New York, NY, USA, pp. 707–716. ACM. Reiley, D. and R. Lewis (2009). Retail advertising works! measuring the e? ects of advertising on sales via a controlled experiment on Yahoo! †. Working Paper, Yahoo! Research. Trusov, M. , R. E. Bucklin, and K. Pauwels (2009, September). E? ects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing 73, 90–102. Tucker, C. (2008). Identifying formal and informal in? uence in technology adoption with network externalities. Management Science 54 (12), 2024–2038. Tucker, C. (2011a). Ad virality and ad persuasiveness. Mimeo, MIT . Tucker, C. (2011b). Mimeo, MIT . Tucker, C. and J. Zhang (2011). How does popularity information a? ect choices? A ? eld experiment. Management Science 57 (5), 828–842. Zubcsek, P. and M. Sarvary (2011). Advertising to a social network. Quantitative Marketing and Economics 9, 71–107. Social Networks, Personalized Advertising, and Privacy Controls. 28 Figure A1: Control interface for switching o? Endorsement A-1 Table A1: Robustness of Table 5 to using number of clicks as dependent variable OLS (1) Average Clicks SocialTargeting Endorsement 1. 991 (0. 394) -0. 0385 (0. 422) 0. 000405 (0. 0000443) Poisson (2) Average Clicks 0. 258 (0. 0746) 0. 134 (0. 0817) 0. 0000327 (0. 00000638) Negative Binomial (3) Average Clicks 0. 230 (0. 0922) 0. 187 (0. 123) 0. 0000455 (0. 0000135) Untargeted Ad-Reach Date Controls Yes Yes Yes Observations 630 630 630 Log-Likelihood -1484. 8 -1417. 6 -1394. 7 R-Squared 0. 755 OLS Estimates in Columns (1)-(2). Dependent variable is the Number of clicks on the ad in Columns (3)-(4). Robust standard errors. * p 0. 10, ** p 0. 05, *** p 0. 01 A-2 Table A2: Summary of 18 Campaigns Campaign 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Social Ad? Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Social Advertising Non-Social Advertising Non-Social Advertising Non-Social Advertising Demo Targeting? Demo 1 Targeted Demo 1 Targeted Demo 1 Targeted Demo 1 Targeted Demo 1 Targeted Demo 2 Targeted Demo 2 Targeted Demo 2 Targeted Demo 2 Targeted Demo 2 Targeted Untargeted Untargeted Untargeted Untargeted Untargeted Demo 1 Targeted Demo 2 Targeted Untargeted Message Baseline Message 1 Message 2 Message 3 Message 4 Baseline Message 1 Message 2 Message 3 Message 4 Baseline Message 1 Message 2 Message 3 Message 4 Baseline Baseline Baseline A-3 How to cite Key Success Factors for Online Advertising, Essay examples

Principles of Governance System Distinguish

Question: Discuss about the Principles of Governance System Distinguish. Answer: Introduction: In deciding on the form of government, consideration needs to be given on the aim of the government and the relevant system in existence at the time. As the British government was the most well-known system, hence, essentially government systems have been described in relation of the same. The aim of the current paper is to describe the government that was envisaged by Paine and Adams for the thirteen colonies or the United States As per Thomas Paine, the end purpose of the government is to offer freedom and security to the inhabitants. Further, he draws inspiration from nature and highlights that the government structure should be simple as the more simple a thing is, the more likely it would be ordered. This is possible since it is easier to diagnose issues and rectify the same at the earliest. He offers the example of an absolute government which despite having other shortcomings ensures that government is simple since one person is at the helm of affairs and this makes it easier to identify and rectify potential issues. However, the government highlighted by the British Constitution is exceedingly complex as a result of which it becomes exceedingly difficult to understand the source of a given problem. Hence, Paine recommended a new form of government which should not be too complex like the British system. It should draw only limited inspiration from the British Constitution due to inherent contradictions . It should not be based on the rule of the hereditary king. For Adams, the foundation of the new government should not be fear but virtues. This is because any government based on sound societal virtues would ensure maximum happiness for maximum people of the society. The law making mechanism is critical for the new government. It is imperative that the power to make laws should be vested in some representatives. This representative assembly should be to the extent possible a miniature version of the society and must reflect the core beliefs. This could be brought about by an election system which is fair and impartial. However, all the powers (legislative, judiciary and executive) should not be yielded to a single representative assembly. This is because the assembly needs to be controlled or it may grow ambitious and corrupt. Besides, it may lack the requisite abilities to act as the executive and judiciary also besides carrying on with the legislative powers. Also, such an assembly may be self-serving and thus in course of time would stop serving the society as a whole. Conclusion: The executive and legislative powers should be vested in different arms and there needs to be a separate assembly (called council) with some executive powers which can serve as a mediator between the two. This should be chosen from amongst the elected members but should function independently. Further, the legislature as a whole must elect a governor to head the council through joint ballot system. Also, the elections of representatives and counsellors should be carried out on an annual basis. This is imperative to ensure that the accountability remains. The legislature should be provided with the requisite flexibility to fix the tenure of the governor as it deems necessary for the welfare of the society. Also, a privy council should be constituted consisting of five to seven members belonging to the legislature so as to provide advice to the governor. Additionally, rotation of offices should also be encouraged if feasible. The governor would be the supreme commander of all armed for ces and would have the pardoning power. Further, the various officers belonging to civil, military or judicial sphere have to be appointed and nominated by governor acting with the consent of the council. Further, the judiciary should be independent of the other two arms i.e. legislature and executive. Besides, the judges could be impeached for inappropriate conduct by the House of Representatives. Hence, based on the above, it is fair to conclude that current model of governance prevalent in the US owes strongly to the principles outlined by Adams and Paine and hence led to the paving of a governance system distinguish from the British governance system.

Luis Armstrong Essays - Music, Jazz, American Music, Louis Armstrong

Luis Armstrong Louis Armstrong Louis Armstrong was the most influential person in jazzs history. He contributed greatly to the growth of jazz and was able to play in a variety of ways. His amazing and interesting life came from his straight talent for the music. He deserved every bit of fame he got simply because he was an incredible musician. Louis Armstrong was born in 1900 and raised by a poor New Orleans family. At twelve he was sent to reform school for firing a gun in the air on New Years Eve. There he learned to play the cornet, which was his introduction to music. After he was released he worked small jobs and, although he did not own an instrument, he enjoyed listening to the Hot Style jazz of the time. Joe King Oliver was one of his favorites. The man acted as Armstrongs father and teacher for a large portion of his life, giving him his first cornet and a job to play at some of his gigs. From there he joined semi-successful groups playing trumpet, until 1922 when he was asked to join King Olivers Creole Jazz Band located in Chicago. This was a dream come true to Armstrong. As soon as he arrived in Chicago Olivers band became a huge success. King Olivers Creole Jazz Band helped bring New Orleans style jazz to Chicago. During this time Armstrong met Lil Hardin, the pianist for the Creole Jazz band. The two were married in 1924. Hardin, being an ambitious woman, convinced Armstrong to leave his mentors band and not get stuck playing next to Oliver. As well as his amazing instrumental ability, Armstrong also did a lot of singing, including scat improvising. He had a deep raspy voice like no other. In 1924 Armstrong moved to New York where he played with Fletcher Henderson for a year and recorded with many other jazz and blues musicians. He recorded his first Hot 5 record that year as well. Armstrongs recordings with the Hot 5and Hot Seven groups, are considered jazz classics. They recorded until 1927. At this time he was becoming a true star and was playing with numerous popular bands. In 1931, Armstrong went back to Chicago to form his own touring band. That same year he went back to New Orleans for the first time in more than ten years, except this time he was greeted as a star. In 1931 Lil Hardin and he separated. Armstrong went to California before heading out for a large tour in Europe. He returned to the states and hired Joe Glaser to be his manager. Glaser took care of everything, leaving Armstrong to focus on his music. He also hired the Louis Russel Orchestra that was largely made up of people that he had played with in King Olivers Band. The band was re-named Louis Armstrong and his Orchestra. They became very popular in the swing era. He married his second wife, Alpha, but after a year they were divorced. Armstrong quickly married Lucille whom he stayed with for the rest of his life. In 1947 Glaser fired the band and replaced it with a smaller group that is known today as one of the greatest bands in jazz history. The band stayed together for more than 20 years despite the many changes it went through. In the 1960s Louis became known as Americas Ambassador because he had toured so much of the world. He came out with an international hit, Hello Dolly, which topped the charts in 1963, years after jazz was no longer popular. Armstrongs health began to fail soon after he recorded What a Wonderful World. He died in New York in1971. Music Essays

Durkheim and Social Fact Essay Example

Durkheim and Social Fact Essay Example Durkheim and Social Fact Essay Durkheim and Social Fact Essay Emile Durkheim’s The Rules of Sociological Method posits the being of assorted social facts’ which. harmonizing to him. should be the range of all sociological survey and discourse. Durkheim’s discourse defines societal facts as. †¦a class of facts with really typical features: it consists of ways of moving. thought and feeling. external to the person. and endowed with a power of coercion. by ground of which they control him. ( Durkheim 3 ) Therefore the three chief characteristics of societal facts are surfaced ; as being external to the person. emanating from a general and higher degree than the person and that these coerce or force an person to move in conformity to them for the intent of control. These facts. harmonizing to Durkheim. must be considered things. which he defines as worlds that may be observed and classified. These things are posited to be on the degree of society. wholly outside the kingdom of the person and are used to command a person’s ideas. actions and experiencing from being otherwise. Should a individual garbage to subject to this coercion. he would happen himself the object of negative reactions runing from ridicule. isolation or even concrete penalty or countenance. The deductions of this definition ab initio cast sociology’s field of survey as all-encompassing. mentioning to all worlds and procedures of human life and behaviour. therefore Durkheim seeks to clear up and set up the significance of the form social’ as opposed to other adjectives such as biological’ . psychological’ and philosophical’ . Each single drinks. slumbers. chows. grounds ; and it is society’s involvement that these maps be exercised in an orderly mode. If so. all these facts are counted as social facts. sociology would hold no capable affair entirely its ain. and its sphere would be confused with biological science and psychological science. ( Durkheim 1 ) As mentioned above. Durkheim perceives the societal fact as the range of sociological survey. and uses other Fieldss of survey to demo what sociology should underline. Biological facts and survey trade with features of the physical organic structure of a individual and are hence non societal. since the demand to follow these facts ( such as kiping. feeding and external respiration ) emanate from the physiological demands of an being to last. Psychological survey trades with thought procedures and phenomena that occur within an individual’s consciousness. Durkheim posits that social’ facts emanate non from one person’s consciousness nor from a person’s physiological demands. but from the degree of society itself. †¦ this term [ societal ] fits them rather good. for it is clear that. since their beginning is non the person. their substrate can be no other than society. ( Durkheim 3 ) Another deduction of his definition is that societal facts exist merely with the presence of societal establishments which enforce them and make them. For Durkheim. it is imperative to clear up that in most instances a societal establishment exists with the societal fact. but it must non be thought that for a societal fact to be. a societal establishment must be present to hold created it. Rather. the contrary of the causing is in topographic point. Social facts create societal establishments which enforce and perpetuate them. but there are besides other societal facts which do non necessitate the presence of an establishment to approve them. Durkheim defines such deinstitutionalized societal facts as social currents’ . They come to each one of us from without and carry us off in malice of ourselves. ( 4 ) He uses the illustration of crowd euphory and feeling to exemplify these. Social facts are farther classified into the normal’ and the pathological’ . Durkheim classifies societal facts under these two classs in order to exemplify the coercive nature of societal facts and how society has been shaped to perpetuate and implement them. Normal societal facts refer to those which conform to given standards while pathological societal facts refer to those which ought’ to be different ( Durkheim 47 ) . Normal societal facts are those most widely happening in the society in inquiry and map in such a manner that their presence maintains societal order and accepted societal life. Durkheim farther posited that for a societal fact to be considered normal. it would lend to the wellness of a society. as mentioned earlier. it maintains accepted societal procedures. it promotes and is of course consistent with recognized societal norms. The obscure nature of this definition and its subjectiveness was borne from Durkheim’s end of seeking to contextualize and take into consideration the diverseness of societal life across different civilizations and societies. This implies the being of facts that are produced to command people to move in conformity to accepted norms and values. and the being of facts whose intent is to exemplify what is a divergence from the previously-mentioned recognized norms and values. The feature of societal facts that posits a force that coerces people to adhere to them is what required Durkheim to do this classification. He defined societal facts as things. as worlds. and therefore he would seek to specify the normal and the unnatural things and worlds that are placed under the sphere of what are considered social’ . If societal facts exist outside the person and are imposed upon him. what of the phenomenon that occur which are divergences from the norm. how are these to be explained as sociological when they do non adhere to society? Pathological societal facts are therefore things or worlds that occur in less instances than the normal societal facts to demo that these things are what are considered abnormal’ or have some signifier of morbidity’ that characterizes them as divergences. Durkheim compared this analogy with physiological surveies. which first trade with a healthy. normal’ human organic structure and so would analyze the abnormalities’ of the organic structure. the possible symptoms and causes of illness or morbidity’ . As the physiologist surveies diseases within the human organic structure. so does a sociologist survey the pathological or morbid’ phenomenon that occurs outside the individual’s consciousness. Another statement that Durkheim presents in specifying the normal societal fact is that normal’ phenomena are frequently present non because of societal norms and values but because of logical necessity. He argues that normal facts differ across species. but these facts are present largely because the species has to accommodate to its environment and are necessary ( Durkheim 60 ) Rejecting other definitions of normal facts. Durkheim posited that normal facts are comparative to the specific species in inquiry during a specific clip in its evolutional stage. Normal facts are hence non lasting nor are they cosmopolitan. He emphasizes this because of his old statements that because of the normality and frequence of these facts they are attributed to be superior in nature. Durkheim decides what constitutes normal’ societal facts by measuring the causal conditions that govern a certain fact. If. at a certain point in the society’s development. the societal fact is acceptable. so the fact is normal. An illustration would be the pattern of a miss inquiring a male child to prosecute in a societal. romantic relationship with her. In these modern times. this is considered a normal fact because of the rise of female authorization and liberalism. However. if this societal fact was to be classified during the Renaissance period. it would hold been classified as unnatural. because adult females did non bask authorization or the same power they enjoy today. A societal fact’s nature is intrinsic to society’s norms and causal maps that create it at a certain point in clip. and non with the broadness of happening or moral acceptableness. Durkheim takes into history how societal facts may alter their nature as normal and pathological over clip. particularly through the procedure of development. After holding established by observation that a peculiar fact is general. he will travel back to the conditions which determined this generalization in the yesteryear and will so look into whether these conditions are still given in the present or if. on contrary they have changed. ( Durkheim 61 ) Contention between the two types of societal fact and the unsmooth definition that Durkheim posited may be seen in the presence of offense within a society. Crime. at first glimpse would be characterized as a pathological societal fact. as it would have morbidity and abnormalcy. This is a common perceptual experience that all criminologists would adhere to. However. offense is posited by Durkheim as a normal societal fact. Durkheim showed that offense is present in all societies but in different signifiers. as normal and pathological facts differ across societies and evolutionary stages ( 65 ) . He farther stated that even in societies where offense rate is high and incidences rampant. a alteration may happen depending on the future province of the society which will decrease the rate of normality of offense ( 66 ) . Crime for Durkheim is separate and different from condemnable behaviour and condemnable Acts of the Apostless. since these are able to be explained on degrees other than on the societal. Therefore Durkheim posited that the act of making a condemnable title is non what is normal. but the presence of offense within society which is normal ( 67 ) . The presence of divergences from the norm may be seen in all societies. but since the act in itself is brought about by psychological grounds and other factors that may be evident on the single degree. condemnable behaviour may be portion sociological and portion psychological. Crime is posited to be variant and subjective across civilizations and societies. and is ever present no affair how stiff the norms in a society are. Crime is defined in a society based on the norms and values it holds in importance. Durkheim’s collective conscience’ that governs society is what is held responsible for specifying the condemnable act. Again. in an attempt to take into history the diverseness of societies. Durkheim posits offense as subjective and dependent on societal norms. with the degree of tolerance of the society in inquiry ordering what is considered offense and what is considered deviant or funny behaviour worthy or mere ridicule and oddness. Crime is ever present in any society no affair how ordered and stiff it is. but with the higher control nowadays in a society. the degree of the edification of offense and the elaborateness and attempt used in perpetrating a condemnable act additions every bit good. in relation to the trouble in offense committee. Statisticss may so be inferred by the pupil to be one concrete manifestation of a societal fact because of its nature of depicting tendencies and societal phenomenon. but Durkheim posited otherwise. He posited that statistics is used to stand for the collective mind’ which is the amount of the single instances that adhere to societal facts. whether normal or pathological. Statistics is used to insulate these specific tendencies. Though single instances no uncertainty have other extenuating biological and psychological factors for happening. statistics provides a manner to neutralize or extinguish the individualistic factors that may represent the instances as non within the kingdom of sociology. Durkheim justifies the normality of offense in a given society by mentioning that there is non society where offense is non present. Condemnable Acts of the Apostless are ever regarded with negative sentiments in any society ( Durkheim 66 ) . However. Durkheim showed that the presence of offense affirms the normal societal facts. that it enforces the normal by bing as a beginning of penalty for its ain committee. In a society that has the strictest and most stiff construction of regulations and normal fact that must be adhered to at all times. offense is non wholly eliminated but really more evident. more frowned-upon and more to a great extent sanctioned. Therefore. the presence of offense is considered normal and the committee of condemnable Acts of the Apostless is pathological. With all this said about the societal fact. the thought of a social system’ would make some contentions. Social facts are thought to emanate from the social degree through a corporate consciousness. where the person is forced to conform and adhere to. A societal system would connote that the relationship between persons and society would non be so additive and nonreversible. A societal system would connote that as society exerts a force on the person. so does an single upon society. Durkheim’s collective consciousness’ would so be debunked as an semblance which is perpetuated in society. A systems model for sociological survey would so take into consideration the consequence of persons in society as societal establishments and constructions that are composed of persons. Durkheim’s theory on societal fact would so be debunked as emanating from an semblance and would lose its objectiveness and its feature of being grounded on world. Durkheim. Emile. The Rules of Sociological Method. New York: The Free Press. 1938.

A Study on Employee Attitude and Leadership Behaviour

ABSTRACT The Research titled namely â€Å"A Study on Employee attitude Leadership Style† is a research study conducted among various managers in different functional areas in Sify Software Limited Everonn Education Limited. In this research study, the researcher has made an attempt to identify the various styles followed by leaders due to different behavior among employees. The study mainly focus on the various attitudes of employee’s in different groups and its impact of the performance if individual, group or team organization. Further, the study also focuses on finding out the significant relationship between the attitude of employees and its impact of completion of module, work, deadlines, and target. This study is limited to the managers working at Sify Software Limited Everonn Education Limited. The Researcher has proposed to use descriptive type of research Analytical type of result. The Researcher has proposed to use descriptive type research, in order to collect the real facts from the respondent’s regarding the attitude of the employees. The Researcher has also proposed to use Analytical type of result to analyze the behavior of employees and its impact of deadline productivity. Once the data has been collected from the respondents (Managers), the Researcher has proposed to use various statistical tools like Percentage Analysis, Weighted Average Method, Chi-Square Method, One-Sample Run Test, etc. , and in order to analysis the various types of behaviors, the researcher has also planned to use cause and effect of diagram. CHAPTER 1 INTRODUCTION 1. 1INTRODUCTION Employee values, attitudes, and leadership behavior play a very important role in enhancing employee work motivation and performance. Employee work values, attitudes and leadership behavior can carefully be adjusted to produce a strong impact on employee work motivation. It would, therefore, be interesting to examine the precise nature of their roles in influencing the intrinsic versus extrinsic motivation of employees. Individuals vary in their value systems. For example, achievement is a concern for the advancement of one’s career while concern for others may reflect caring, compassionate. Supervisory behavior may vary considerably in the same job situation. Behaviors such as encouraging other employees or helping others work on difficult tasks. A supervisory behavior may adopt democratic orientation or punishment when interacting with employees and thus may affect the work behavior. Though research on leadership styles, work values, and attitudes is concerned with finding the conclusions as to what specific leader behavior, work values and attitudes would produce a strong impact on employee work motivation and performance, no clear-cut conclusions have yet been rendered. It is, therefore, necessary to examine these issues, on a relative basis, which characteristics may act as more effective motivators in employee motivation and work performance. With such an understanding, management would better be able to use available motivational tools for their maximum impact on employee work performance. Thus the objective of this study is to examine the importance of values, attitudes and leadership behaviors in employee work motivation and performance. To gain a deeper insight into the exact nature of such influence, the roles of employee values, attitudes and leadership behavior in influencing intrinsic versus extrinsic motivation and performance are examined. Finally, the study explores the managerial implications of the findings and discusses the actions that might lead to improvements in employee motivation. VALUES, ATTITUDES AND EMPLOYEE WORK MOTIVATION The following description relates to values, attitudes, and employee motivation. VALUES Values are enduring beliefs that a specific mode of conduct or end state of existence is personally or socially preferable to an opposite or converse mode of conduct or end state of existence (Rokeach, M 1973). Some basic values, which are expected to affect the attitude and work motivation of an employee, would logically include: Family: The extent to which the job offers family well-being to the employees Recreation: The extent to which the job offers recreational facilities to the employees A sense of accomplishment: The degree to which the person feels the job gives the person a sense of accomplishment after the job is done. Advancing at the company: The degree to which the person feels the job will create opportunities for advancement. Financial security: The extent to which the job offers financial security to person. Integrity: The extent to which the job provides information accurately and emphasizes impartiality and recognizes different points of view ATTITUDES Attitudes are not the same as values. Attitudes are evaluative statements –either favorable or unfavorable—concerning objects people, or events. It has been treated both as a general attitude and as satisfaction with five specific dimensions of job: pay, the work itself, promotion, opportunities, supervision and co-workers (Smith, Kendall, and Hulin, 1969; Balzer and Smith et al, 1990). The combined effects of these factors produce for the individual some measure of satisfaction and dissatisfaction (Herzberg, Mausner, and Snyderman, 1959). Definitions of these five dimensions of the job are given as under: Definitions of key Job Dimensions Job DimensionsDefinition Work SatisfactionThe extent to which an employee is satisfied with work, including opportunities for creativity and task variety, allowing an individual to increase his or her knowledge, changes in responsibility, amount of work, security, and job enrichment (Balzer and Smith et al, 1990; Smith et al, 1969) Pay SatisfactionThe extent to which an employee forms an attitude toward pay based on perceived difference between actual pay and the expected pay. Expected pay is based on the value of perceived inputs and outputs of the job and the pay of other employees holding similar jobs or possessing similar qualifications (Balzer and Smith et al, 1990) Supervision SatisfactionThe extent to which an employee is satisfied with his or supervision, as measured by consideration and employee-centered actions of the supervisor and the perceived competency of the supervisor by the subordinate (Balzer and Smith et al, 1990, Herzberg et al, 1957) Satisfaction with promotionsThe degree to which an employee is satisfied with the Company’s promotion policy, including frequency of promotions, and the desirability of promotions (Balzer and Smith et al, 1990, Herzberg et al 1957) Co-workers’ SatisfactionThe work-related interaction and the mutual liking or admiration of fellow employees (Bazler and Smith et al, 1990, Smith et al, 1969, Alderfer, 1969) Overall Job SatisfactionThe extent to which an individual’s desires, expectations and needs are fulfilled by employment (Szilagi, Sims, and Terrill, 1977) 1. 2INDUSTRY PROFILE As the study is applicable only for e-Learning industry let us have a brief introduction about the software industry below. The current e-learning boom in India has added to the existing woes. Standards apart, the industry hangs on the edge where processes and players are dubious. Much of this blame can be put on the Indian government’s inability to put together a regulatory body. Unregulated and unstructured, the e-learning industry in India is likely to wreck havoc for the global e-learning industry as small vendors pile up huge learning garbage for clients worldwide. E-learning in India has come of age. Two decades and the nation already cherish several global e-learning players on its soil. This can be attributed to some basic reasons like cheap human resources, a large pool of English-speaking workforce and ‘business discounts’ offered by the central and state governments. Although exact figures of the size of the industry is not available, a conservative estimate shows the offshore e-learning industry at about $150 million in 2004-05, up almost by 200 percent in the last two years. In spite such impressive figures, the e-learning industry in India remains mired with a plethora of issues. Some of these issues include lack of uniform e-learning standards and workplace practices, and the lack of adequate human resources to power the spiraling upward growth. These concerns apart, government apathy has also bolstered fly-by-night e-learning entrepreneurs who eye quick bucks and increasingly deliver ‘learning garbage’ to a global clientele. Smaller vendors in India have setup e-learning business houses with paltry investments of a few thousand dollars – in the hope of getting a sizeable pie of the global e-learning business. Most of these short-term vendors run their shows from North India – from places in and around the National Capital Region of Delhi. The modus operandi for these vendors is simple. They rent in a couple of rooms in an urban area and advertise for resources in job websites and newspapers. Writers, designers and technology professionals – mostly unskilled – are hired by the dozens. The average salary of the employees ranges anything between $100 to $400 and the working hours stretch well over 72 hours per week. Next, these companies setup small sales calling teams to call up international clients asking for work. The sales pitch is often exaggerated and boasts of a few â€Å"big names†. To show their experience, these vendors cull-out a few odd CBT’s from other companies or ‘steal’ courses through their contacts. The basic quality that behooves a standard e-learning company is absent in these companies. Proprietors remain ignorant of even the most basic information that is essential to run the show. A Java programmer, for example, is asked to hone his skills in C++ or any other program since he is responsible for all ‘programming’ needs. Almost anyone who walks in for the position of writers is employed as an ‘instructional designer’, primarily because they can be asked to work for lesser salaries on the pretext that they lack instructional designing experience. Vendors also rely on these writers to validate the learning content for authenticity even when content validation remains the domain of the expert, the Subject Matter Expert (SME). The writers and designers are instructed to download content from Internet websites and ‘rewrite’ them before using it. A basic ignorance of the Internet medium on the part of the owners means that the writers are often confused with the content because no single idea or information on the Internet appears consistent. E-learning processes are virtually absent in these companies. All that offers a direct benefit to the proprietor becomes part of the practiced processes. A Project Manager, for example, may be required to recruit people, review e-learning courses, undertake marketing activities, and do just anything that catches the fancy of the owner. In some companies, it was observed that programmers were asked to work as typists. The motto: no resource should sit idle. Employees who work for more than 9 hours a day are neither paid additional remuneration nor are given facilities like cabs and food for their late stay and long hours of work. As an e-learning professional once remarked, â€Å"employees in these fly-by-night ventures reminds one of the rampant practice of human slavery in Africa and Arabian countries a few centuries back. Professional torture apart, these employees are also subjected to extremely inhuman conditions of work – congested workplace, outdated computers, stinking toilets, and the same paltry salary year after year. Employees in these companies too appear to have resigned to their fates – partly because their poor education that doesn’t stand them in good stead for jobs in big e-learning MNCs and also because most do not have a professional competence in English language. This phenomenon is rarely reported by any section of the Indian media, perhaps due to ignorance or for fear of antagonizing the international fraternity. The abysmal condition and the unplanned e-learning sector, however, have both a positive and a negative side to it. The positive side is that these e-learning ventures help to reinforce the fact that there is no alternate to quality, and quality comes from the big guys, not the fly-by-night operators. The flipside is that the employees in tiny Indian -learning ventures rarely get the exposure to standard work processes and world-class e-learning products thereby subjecting themselves to professional impairment. Unfortunate for the Indian e-learning industry, at a n era of globalization and information revolution, Indian laws too have failed to contain these IT hawks. While the existing labour laws do have provisions against inhuman practices in the private workplace, in practice they remain a mirage. Most of the employees neither have the financial resources to chase litigation nor are they willing to ‘waste’ their time. The Southern part of India presents a striking contrast to the North. Recent years have seen a rapid and strategic development of global e-learning companies in the South, in places like Bangalore and Chennai. Several global players have also setup their centers in Pune, Mumbai and Hyderabad. Not surprising, the South has become a favorite e-learning destinations for serious e-learning players because of the absence of the mayhem so rampant in the Northern part of the country. Although the same Indian laws apply to all states across India, security and infrastructure is usually better in the Southern states than in the North. Consequently, most of these global giants are reluctant to setup their operations in the North for obvious reasons: lax security, incompetent e-learning resources, and rampant corruption. However of all the paraphernalia, one primary reason that dissuades the big names in e-learning from setting bases in North India is the abysmally poor skill-sets of the workforce here. In an era of cut-throat competition, generalized skills fetch little or paltry returns. In the past companies like Tata Interactive Services, Brainvisa, Sify e-learning and Accenture have all failed to locate substantial trained workforce from the North for its setups in the South. Amidst all the rigmarole, smaller global clients seeking ‘cheap’ e-learning courses remain unconcerned about the operatives of these vile businessmen. The only thing that seemingly matters for them is ‘cheaper products’, even if it comes in poor quality or if the employees who developed them are subjected to inhuman practices. Its time that global clients shed their ignorance and act responsibly by seeking detailed credentials from smaller e-learning vendors in India on their HR processes, employee welfare schemes and workforce competence. Failing to do this will not result in the development of shabby e-learning courses. The state of e-learning in India, particularly the frenzy in North India, remains a serious concern for the industry. Either the law of the land has to haul-up the desperados or wait till the hawks eat up the industry for the worse. A regulatory authority is essential now, if the industry is to survive and prosper. Money-eyed hawks can’t be allowed to have a field day. If they hang around for long, the death of the industry in India is imminent. 1. 3 COMPANY HISTORY 1. 3. 1 SIFY SOFTWARE LIMITED Sify eLearning was formed in December 2000. With over 8 years of experience in the training domain and our speciality in Instructional Design and Interactive Multimedia Content Development, we have developed over 5000 hours of learning content comprising Web based training (WBT), Computer based training (CBT), and Instructor Led training (ILT) courses. We have close to 300 employees located in our offices in India, the US, UK, and the Middle East. In India, Sifys offices are located in Chennai, Delhi, Mumbai, and Bangalore. Sify eLearning, which ranks among the top three eLearning Services providers in India, is a part of Sify Technologies Ltd. (NASDAQ:SIFY), with a revenue of US$150 million in 2008. Sify Technologies (www. sifycorp. com) is a pioneer and leader in the Internet, networking, and e-Commerce services in India and serves more than 1500 corporate and 600,000 retail consumers. We are proud to be the preferred eLearning vendor to many Fortune 100 companies. 1. 3. 2EVERONN EDUCATION LIMITED Everonn is one of the leading educational companies in India. Everonn today is the largest VSAT education network in the World. Everonn is listed in both the NSE and BSE. With a firm belief that technology-enabled learning can truly nullify social and economic boundaries, Everonn’s achievements have helped millions of students achieve their dreams. From its pioneering VSAT-enabled virtual and interactive classrooms to its emphasis on offering only the highest-quality content to students, Everonn’s quest for excellence has enabled the company to repeatedly break new grounds in the Indian education industry. Everonn’s commitment to a better standard of education is the guiding principle behind all its activities, from making Pre-school toddlers school ready to enhancing the employability of college students and providing the best entrance exam guidance in the nation. 1. 4PROBLEMS IDENTIFIED The Research titled namely â€Å"A Study on Employee attitude Leadership Style† is a research study conducted among various managers in different functional areas in Sify Software Limited Everonn Education Limited. In this research study, the researcher has made an attempt to identify the various styles followed by leaders due to different behavior among employees. The study mainly focus on the various attitudes of employee’s in different groups and its impact of the performance if individual, group or team organization. Further, the study also focuses on finding out the significant relationship between the attitude of employees and its impact of completion of module, work, deadlines, and target. This study is limited to the managers working at Sify Software Limited Everonn Education Limited. 1. 5NEED FOR THE STUDY The need for the study is to bring out the various attitude of employee in different groups and its impact on the performance of individual, group or team organization. This research study is restricted to employees working in Sify Software limited Everonn Education Limited. Generally employees working in any software companies are from different background in the sense they are from different regions, different culture, language, belief, Qualification, religion, communities etc. , which generally varies from the employees working in other sectors. This difference in attitude of employees is a very big challenge for software companies since it leads to many conflicts among the employees that affect the conducive working environment of the organization. In this study the researcher mainly focuses on changes in attitude of employees and the level of impact on their performance. Further the researcher has made an attempt to analyze the change in leadership behavior due to changes in employee attitude. In addition, the study will also be helpful in finding out the significant relationship between the attitude of employees and its impact on completion of module, work, deadlines, and target. 1. 6OBJECTIVE OF THE STUDY 1. 6. 1PRIMARY OBJECTIVE 1. To study the changes in attitude of employees and the behavioral changes of leadership at Sify software limited Everonn Education Limited. 1. 6. 2SECONDARY OBJECTIVES 1. To identify and analyze the relationship between employee attitude and leadership behavior in Sify Software Limited Everonn Education Limited. 2. To analyze the level of impact of leadership behavior on the team and performance of team. 3. To find out various ways to improve the attitude of people towards organizational commitments. 4. To identify the relationship between the attitude of employees and their performance towards their job. 1. 7SCOPE OF THE STUDY The study may help to find out the style to be adapted by leadership that may help them to effectively control the attitude of employees and also it helps to influence the workers and to extract work from them. This study may show the various characteristics of employees and its impact on the performance. Generally employees working in any software companies are from different background in the sense they are from different regions, different culture, language, belief, Qualification, religion, communities etc. , which generally varies from the employees working in other sectors. This difference in attitude of employees is a very big challenge for software companies since it leads to many conflicts among the employees that affect the conducive working environment of the organization. In this study the researcher mainly focuses on changes in attitude of employees and the level of impact on their performance. CHAPTER 2 LITERATURE SURVEY 2. 1REVIEW OF LITERATURE ?Attitudes are not the same as values. Attitudes are evaluative statements –either favorable or unfavorable concerning objects people, or events. Employee values, attitudes, and leadership behavior play a very important role in enhancing employee work motivation and performance. Employee work values, attitudes and leadership behavior can carefully be adjusted to produce a strong impact on employee work motivation. It would, therefore, be interesting to examine the precise nature of their roles in influencing the intrinsic versus extrinsic motivation of employees. ?Leadership Theory Leadership Styles: Leaders and followers each have different traits, values and levels of motivation. Theories that explain leadership effectiveness in terms of situational moderator variables are called contingency theories of leadership (Yukl 2006). Fiedler’s (1964) contingency model of leadership effectiveness is contingent upon the interaction of leadership style and situational favorableness (Liu et al. 2003). Thus, leader effectiveness is the product of many variables related to the followers, the task, and the organization (Tatum, et. al. , 2003). Transformational leadership theory emphasizes longer-term and vision-based motivational processes (Bass Avolio, 1997; Liu et al, 2003) and attempts to capture the emotional and symbolic aspects of leadership, helping researchers understand how leaders influence followers and motivate them to make self-sacrifices, putting the needs of the mission or organization above materialistic self-interests (Yukl, 2006). Researchers have found that most managers believe there is no single universal style of leadership applicable in all situations (Yun, Cox, and Sims, Jr. , 2006; Lord et al. , 2001). For example, a task-oriented leadership style may be most appropriate where a job involves psychologically immature or inexperienced workers; whereas, a relations-oriented leadership style may be most appropriate where workers are highly experienced and can be trusted to work autonomously (Tatum, et. al. , 2003). ?Group Types: Yukl (2006) defines several types of teams that can be found within an organization; two such teams include: Functional and Cross-Functional. Yukl (2006) provides the following about each team: â€Å"Functional teams are characterized by members of an organization with specialized jobs but are all part of the same basic function (e. g. maintenance, quality, etc. ). These teams operate for a long duration of time with membership that is relatively stable. Cross-Functional teams are characterized by members from a combination of functional subunits (e. g. quality, production, sales, and maintenance) working together on projects that require joint problem-solving skills. These teams operate until their task is completed. Membership may be stable over the life of the team or it may change as some functions increase/decrease in importance†. Leadership Credibility: Credibility is the foundation of leadership, and employees want their leaders to be honest, inspiring, competent, and forward looking (Kouzes and Posner, 2000). The credible leader must be seen as well informed and worthy of belief (Stoner, 1989). Credibility n urtures collaborative, cooperative relationships where employees assume responsibility for accomplishing work-related objectives voluntarily (Gabris Ihrke, 1996). For credibility to exist there must be trust between leader and follower (Kouzes Posner, 2000). Leadership credibility deals with perceived believability toward the leader-supervisor as someone an employee can trust in a supervisor-subordinate relationship (Gabris Ihrke, 1996). Organizational Justice: Organizational justice theory is intimately tied to leadership and decision processes (Tatum, et. al, 2003) and is based on the idea that a set of justice rules is used by individuals to evaluate fair treatment; and the extent to which those rules are satisfied or violated determines perceptions of justice or injustice (Mayer, et al. , 2007). Procedural justice refers to the perceived fairness of the methods used to make organizational decisions (Tepper, et. al. , 2006; Bauer, et al, 2001). In procedural justice, employees are concerned about whether the decision process is fair and the process used to determine the outcome was just (Fernandes Awamleh, 2006). Perceptions of fair procedures enhance employee acceptance of organizational outcomes (Latham Pinder, 2005), lead to organizational commitment (Lind Tyler, 1988) and satisfaction at the individual level (De Cremer, 2007). Shared perceptions of justice at the group level are positively related to satisfaction and commitment to the organization (Mayer, et al. , 2007). Just outcomes signal to employees that they are valued by the organization (Tyler Lind, 1992). Individuals experience procedural injustice when they are denied voice and decision control (Tepper, et. al. , 2006). Interactional justice is defined as the interpersonal treatment people receive as procedures are enacted (Bies Moag, 1986; Colquitt, 2001). Interactional justice is concerned with how information is communicated and whether individuals affected by a decision are treated with respect and dignity (Fernandes Awamleh, 2006). ?Group Commitment: Commitment is believed to affect organizational performance (Fiorito, et al. , 2007) and outcomes such as job satisfaction (Williams Hazer, 1986). Commitment is strongly influenced by leadership (Kouzes Posner, 2000). When employees feel unfairly treated, they may respond affectively with low commitment (Latham Pinder, 2005). The effect of leadership style on group interaction depends on both the consistency of the leadership style and the attitude group members have toward the leadership style (Kahai, Sosik, Avolio, 1997). Describing the task in a way that links it to member values and ideals, explaining why a project or task is important, involving members in planning strategies for attaining the objectives, and empowering members to find creative solutions to problems (Yukl, 2006). If members see leadership as legitimate, they should remain more attached to the team and exert more effort to benefit it (Colquitt, Noe, Jackson, 2002). ?It is readily accepted that organizational change impacts employees in a variety of ways (French, Bell, Zawacki, 2000). Consequently, the impact of organizational change on employee attitudes has received considerable research attention (e. g. Gardner, Dunham, Cummings, Pierce, 1987; Griffin, 1997; Lines, 2004; Saari Judge, 2004; Schweiger DeNisi, 1991). Research indicates that employee attitudes are related to how individuals perceive or react to change (Mossholder, Settoon, Armenakis, Harris, 2000). This is important since positive perceptions of change can enhan ce the implementation of these organizational initiatives (Lines, 2004; Armenakis, Harris, Feild, 1999). In this study, employee attitudes are investigated when organizational change is caused by the introduction of new technology. As depicted in Figure 1, salient attitudes of interest include job satisfaction, organizational commitment, intent to turnover, and job stress. The most-used research definition of job satisfaction is by Locke (1976), who defined it as â€Å". . . a pleasurable or positive emotional state resulting from the appraisal of one’s job or job experiences† (p. 1304). Implicit in Locke’s definition is the importance of both affect, or feeling, and cognition, or thinking. When we think, we have feelings about what we think. Conversely, when we have feelings, we think about what we feel. Cognition and affect are thus inextricably linked, in our psy-chology and even in our biology. Thus, when evaluating our jobs, as when we assess most anything important to us, both thinking and feeling are involved. Continuing this theoretical development, Judge and his colleagues (Judge Bono, 2001; Judge, Locke, Durham, Kluger, 1998) found that a key personality trait, core self-evaluation, correlates with (is statistically related to) employee job satisfaction. They also found that one of the primary causes of the relationship was through the perception of the job itself. Thus, it appears that the most important situational effect on job satisfaction—the job itself—is linked to what may be the most important personality trait to predict job satisfaction—core self-evaluation. Evidence also indicates that some other personality traits, such as extra-version and conscientiousness, can also influence job satisfaction (Judge, Heller, Mount, 2002) In the research literature, the two most extensively validated employee attitude survey measures are the Job Descriptive Index (JDI; Smith, Kendall, Hulin, 1969) and the Mi nnesota Satisfaction Questionnaire (MSQ; Weiss, Dawis, England, Lofquist, 1967). The JDI assesses satisfaction with five different job areas: pay, promotion, coworkers, supervision, and the work itself. The JDI is reliable and has an impressive array of validation evidence. The MSQ has the advantage of versatility—long and short forms are available, as well as faceted and overall measures. Another measure used in job satisfaction research (e. g. , Judge, Erez, Bono, Thoresen, in press) is an updated and reliable five-item version of an earlier scale by Brayfield and Rothe (1951). All of these measures have led to greater scientific understanding of employee attitudes, and their greatest value may be for research purposes, yet these measures may be useful for practitioners as well. In practice, organizations often wish to obtain a more detailed assessment of employee attitudes and/or customize their surveys to assess issues unique to their firm. ?Job satisfaction is one of the most extensively researched work-related attitudes (Loscocco Roschelle, 1991). Saari and Judge (2004), however, observed that HR practitioners lack thorough knowledge of job satisfaction and related antecedents. Job satisfaction is operationally defined as an individuals assessment of the degree to which their work-related values have been achieved (Locke, 1969; Locke, 1976). Research suggests that organizational change has a discernable impact on job satisfaction (see, for example, Ferguson Cheyne, 1995) which is associated with organizational citizenship behaviors that are beneficial to organizational effectiveness (Organ, 1990). ?Organizational commitment is also a frequently studied job attitude (Lines, 2004; Loscocco Roschelle, 1991). Definitions and conceptualizations of the organizational commitment construct are numerous and diverse. Morrow (1983) observed at least 25 different conceptualizations of organizational commitment. Despite this diversity, OReilly and Chatman (1986), among others, suggest that psychological attachment to an organization is a theme underlying most conceptualizations of organizational commitment. Of particular interest in this study is the relationship between affective organizational commitment and reactions to the organizational changes since individuals with high levels of affective commitment tend to exert extraordinary effort on behalf of an organization (Porter, Steers, Mowday, Boulian, 1974). In addition, individuals with high levels of affective commitment are likely to remain with an organization because they want to remain with the organization (Porter et al. , 1974), not because they have no other alternatives or because of social pressure. CHAPTER 3 RESEARCH METHODOLOGY 3. 1PROPOSED METHODOLOGY 3. 1. 1FOR EMPLOYEES The Researcher has proposed to use Qualitative and Analytical type of research. The Researcher has proposed to use Qualitative type of research, to assess the behavior of various employees in different teams which has an impact on overall performance of the team. The Researcher has also proposed to use Analytical type of result to analyze the effect of behavior on their individual performance towards their relationship with peers etc. 3. 1. 2FOR MANAGERS To assess the changes in leadership behavior due to changes in employee attitude, the Researcher has used the same Qualitative and Analytical type of research design. 3. 2RESEARCH DESIGN The research design is the blue print for fulfilling objectives and answering questions of specific research problem. A research design is purely and simply the framework a plan for a study that guides the collection and analysis of the data. The research designs used in this project are listed below. 3. 2. 1 DESCRIPTIVE RESEARCH To describe the characteristics of certain groups e. g. users of a product with different age, sex etc. , to determine whether certain variables are associated e. g. , age and usage of a product. 3. 2. 2 ANALYTICAL RESEARCH To analyze the behavior of employees and its impact of deadline productivity. 3. 3DATA COLLECTION METHOD In this study the researcher has proposed to use both Primary and secondary data. 3. 3. 1PRIMARY DATA Primary data will be collected through a structured Questionnaire from the target respondents.