Gender and IT in the Household: Evolving Patterns of Internet Use in the United States

Information technology (IT)—computers and related technologies—is the latest technology to enter the household. Like other technologies, gender is a major factor in its adoption and use as well as its perceived usefulness. Unlike prior household technologies, the computer's entry into the household has followed a different pattern. Early statistics revealed a vast gender divide, with men using computers and related technologies much more in the household. More recent statistics show a narrowing of the divide, perhaps even a reversal, particularly in the United States, with women outnumbering men in the access to and use of the Internet. In this article, the role of gender and its relationship with Internet use in the home are reviewed. In addition to overall adoption and access, the review focuses on specific Internet applications and examines the factors that contribute to gender differences in adoption and use of computers and Internet applications in the home.     

Branding a state university: doing it right

Shrinking financial support from governments and forecast declines in the college-going population have combined to exert tremendous pressure on institutions of higher learning. Branding as a strategy has become more popular as a way of differentiating an institution from its competition, but the complexity of higher education makes branding an even more difficult task than in traditional, commercial contexts. This paper describes the process adopted by a particular state university in the USA to navigate the branding terrain. Armed with research evidence, the university defined a brand position and implemented it through creative executions that resonated with diverse stakeholders. The paper suggests that the branding process, by taking several factors into account, generated a successful branding campaign measured in terms of receptivity to communication messages, but still does not answer the difficult questions about the role of branding in higher education.     

Social behavior and brand devotion among iPhone innovators

Convergence of communication technologies and innovative product features are expanding the markets for technological products and services. Prior literature on technology acceptance and use has focused on utilitarian belief factors as predictors of rational adoption decisions and subsequent user behavior. This presupposes that consumers’ intentions to use technology are based on functional or utilitarian needs. Using netnographic evidence on iPhone usage, this study suggests that innovative consumers adopt and use new technology for not just utilitarian but also for experiential outcomes. The study presents an interpretive analysis of the consumption behavior of very early iPhone users. Apple introduced iPhone as a revolutionary mobile handset offering integrated features and converged services—a handheld computer-cum-phone with a touch-screen web browser, a music player, an organizer, a note-taker, and a camera. This revolutionary product opened up new possibilities to meld functional tasks, hedonism, and social signaling. The study suggests that even utilitarian users have hedonic and social factors present in their consumption patterns.