{"id":{"repo_id":"uwo","oai_identifier":"oai:uwo.scholaris.ca:20.500.14721/28331"},"canonical_url":"https://search.dev.ndltd.org/etd/uwo/oai:uwo.scholaris.ca:20.500.14721/28331","repository":{"repo_id":"uwo","name":"Western University","base_url":"https://uwo.scholaris.ca/server/oai/request"},"display":{"title":"Online Content Design with Unstructured Data","abstract":"Studying the design and management of digital content is imperative for individuals and organizations that aim to thrive in the digital age. This dissertation investigates the design of digital content in three aspects: (1) consumer reviews for e-commerce, (2) online news headlines, and (3) multimedia content. By applying diverse methodologies, this dissertation makes a substantial contribution to the understanding of online word-of-mouth and digital content creation. Three essays form the core of this dissertation. In Essay 1, I investigate how the differential impact of image content in online reviews affects review helpfulness and consumer purchase intentions. I find that images featuring focal products (consumption contexts) are more helpful for hedonic (utilitarian) products. In Essay 2, I examine the effects of opinion- vs. fact-based news headlines on user engagement and discovered a trade-off between volume-based engagement (e.g., intention to read, number of comments) and valence-based engagement (e.g., the ratio of upvote vs. downvote). In Essay 3, I apply machine learning techniques to create a novel metric to quantify the extent of emotional fit between the image and audio content of NFTs. The results show that emotional similarity between image and audio is positively associated with NFT prices, and this effect is moderated by product rarity. In summary, this dissertation provides insights for businesses to assist them in crafting and managing online digital content.","abstract_html":"Studying the design and management of digital content is imperative for individuals and organizations that aim to thrive in the digital age. This dissertation investigates the design of digital content in three aspects: (1) consumer reviews for e-commerce, (2) online news headlines, and (3) multimedia content. By applying diverse methodologies, this dissertation makes a substantial contribution to the understanding of online word-of-mouth and digital content creation. Three essays form the core of this dissertation. In Essay 1, I investigate how the differential impact of image content in online reviews affects review helpfulness and consumer purchase intentions. I find that images featuring focal products (consumption contexts) are more helpful for hedonic (utilitarian) products. In Essay 2, I examine the effects of opinion- vs. fact-based news headlines on user engagement and discovered a trade-off between volume-based engagement (e.g., intention to read, number of comments) and valence-based engagement (e.g., the ratio of upvote vs. downvote). In Essay 3, I apply machine learning techniques to create a novel metric to quantify the extent of emotional fit between the image and audio content of NFTs. The results show that emotional similarity between image and audio is positively associated with NFT prices, and this effect is moderated by product rarity. In summary, this dissertation provides insights for businesses to assist them in crafting and managing online digital content.","abstract_has_math":false,"creators":["Ding, Meng Qi"],"institution":"The University of Western Ontario","degree_name":"Ph D","degree_level":null,"degree_discipline":"Business","degree_department":null,"school":null,"contributors":[],"advisors":["Wang, Xin (Shane)"],"committee_chairs":[],"committee_members":[],"year":2024,"date_issued":"2024-04-17","date_published":"2024-04-17","updated_at":"2026-07-27T21:56:13Z","subjects":["content creation","multimedia content","machine learning","online word-of-mouth"],"languages":["en_ca"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://hdl.handle.net/20.500.14721/28331","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Wang, Xin (Shane)"]},{"key":"dc:creator","label":"Author","values":["Ding, Meng Qi"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2025-07-10T16:10:06Z"]},{"key":"dc:date.issued","label":"Date","values":["2024-04-17"]},{"key":"dc:publisher","label":"Institution","values":["The University of Western Ontario"]},{"key":"dc:type","label":"Dc Type","values":["thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Business"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Ph D"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["content creation","multimedia content","machine learning","online word-of-mouth"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["en_ca"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["https://hdl.handle.net/20.500.14721/28331"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["The thesis cover page in the PDF document includes references to Western University’s previous institutional repository platform, known as Scholarship@Western, and links to that platform (beginning with ir.lib.uwo.ca). In citing or referring to this thesis, use the DOI or handle from this page instead. Sample citation: Author name, \"Thesis title.\" (Year). Western University Open Repository. https://doi.org/10.71858/123456."]},{"key":"dc:description.abstract","label":"Abstract","values":["Studying the design and management of digital content is imperative for individuals and organizations that aim to thrive in the digital age. This dissertation investigates the design of digital content in three aspects: (1) consumer reviews for e-commerce, (2) online news headlines, and (3) multimedia content. By applying diverse methodologies, this dissertation makes a substantial contribution to the understanding of online word-of-mouth and digital content creation. Three essays form the core of this dissertation. In Essay 1, I investigate how the differential impact of image content in online reviews affects review helpfulness and consumer purchase intentions. I find that images featuring focal products (consumption contexts) are more helpful for hedonic (utilitarian) products. In Essay 2, I examine the effects of opinion- vs. fact-based news headlines on user engagement and discovered a trade-off between volume-based engagement (e.g., intention to read, number of comments) and valence-based engagement (e.g., the ratio of upvote vs. downvote). In Essay 3, I apply machine learning techniques to create a novel metric to quantify the extent of emotional fit between the image and audio content of NFTs. The results show that emotional similarity between image and audio is positively associated with NFT prices, and this effect is moderated by product rarity. In summary, this dissertation provides insights for businesses to assist them in crafting and managing online digital content."]},{"key":"dc:title","label":"Title","values":["Online Content Design with Unstructured Data"]}]}],"canonical_facts":{"dc:contributor.advisor":["Wang, Xin (Shane)"],"dc:creator":["Ding, Meng Qi"],"dc:date.accessioned":["2025-07-10T16:10:06Z"],"dc:date.issued":["2024-04-17"],"dc:description":["The thesis cover page in the PDF document includes references to Western University’s previous institutional repository platform, known as Scholarship@Western, and links to that platform (beginning with ir.lib.uwo.ca). In citing or referring to this thesis, use the DOI or handle from this page instead. Sample citation: Author name, \"Thesis title.\" (Year). Western University Open Repository. https://doi.org/10.71858/123456."],"dc:description.abstract":["Studying the design and management of digital content is imperative for individuals and organizations that aim to thrive in the digital age. This dissertation investigates the design of digital content in three aspects: (1) consumer reviews for e-commerce, (2) online news headlines, and (3) multimedia content. By applying diverse methodologies, this dissertation makes a substantial contribution to the understanding of online word-of-mouth and digital content creation. Three essays form the core of this dissertation. In Essay 1, I investigate how the differential impact of image content in online reviews affects review helpfulness and consumer purchase intentions. I find that images featuring focal products (consumption contexts) are more helpful for hedonic (utilitarian) products. In Essay 2, I examine the effects of opinion- vs. fact-based news headlines on user engagement and discovered a trade-off between volume-based engagement (e.g., intention to read, number of comments) and valence-based engagement (e.g., the ratio of upvote vs. downvote). In Essay 3, I apply machine learning techniques to create a novel metric to quantify the extent of emotional fit between the image and audio content of NFTs. The results show that emotional similarity between image and audio is positively associated with NFT prices, and this effect is moderated by product rarity. In summary, this dissertation provides insights for businesses to assist them in crafting and managing online digital content."],"dc:identifier.uri":["https://hdl.handle.net/20.500.14721/28331"],"dc:language.iso":["en_ca"],"dc:publisher":["The University of Western Ontario"],"dc:subject":["content creation","multimedia content","machine learning","online word-of-mouth"],"dc:title":["Online Content Design with Unstructured Data"],"dc:type":["thesis"],"thesis:degree_discipline":["Business"],"thesis:degree_name":["Ph D"]},"updated_at":"2026-07-27T21:56:13Z"}