ANSWER KEY

Unit 2
Writing an Annotated Bibliography

Part 1 Connecting with the Theme

Activity 1 – Post-viewing Discussion 

1. Briefly describe the origin of the word “freelancer”.

The earliest written evidence for 'freelance' comes from Sir Walter Scott's Ivanhoe, in which a lord
refers to his paid army of 'free lances'. When freelance first came into English in the early 1800s,
it was used to refer to a medieval mercenary who would fight for whichever nation or person paid
them the most (Merriam-Webster Dictionary).
2. According to the video, what “hidden costs” are involved with being a freelancer?
Life may not be as very flexible; It is hard to estimate the exact income; Digital gig platforms come
with drawbacks and there is a lot of variability in working conditions.
3. Do you know anything about working for food delivery platforms like foodpanda or Deliveroo?
Answers may vary.
4. In general, does the platform economy (e.g., Taobao, Uber, foodpanda) positively impact society?
Answers may vary.
5. Would you prefer to work for a company or be self-employed?
Answers may vary.

Part 2 Academic Reading

Activity 2 - Previewing the Source Text 

Download the journal article titled ‘Applying importance-satisfaction model to evaluate customer
satisfaction: An empirical study of foodpanda’ by Liu et al. (2021) in Sustainability, 13(19) via this link:
https://library.hkbu.edu.hk/record/?ID=TN_cdi_doaj_primary_oai_doaj_org_article_dd9ac71f01534801
916588739640a405&T=PC
Apply the skills of previewing and skimming a text and answer the following questions as you read the
article by Liu et al. (2021). You should spend a maximum of 5 minutes on this task. Discuss your answers
with a partner.

1. What is this journal article about?

The study adapts an Importance-Satisfaction Model to evaluate foodpanda customer

satisfaction (in Taiwan) in 12 aspects.

2. What is the purpose of this journal article?

Inform readers about potential applications and results of customer satisfaction assessment
methods in foodpanda.

3. What are the main sections in this journal article?

Introduction, Materials and Methods, Methodology, Data Analysis and Results, Conclusions
and Suggestions

4. Which three aspects of foodpanda service fell into the ‘Careless’ category in the total I-S Model
according to this research?
 Appearance of the staff, Popularity of the vendor, Celebrity endorsement

5. According to the researchers, what are the limitations of this research?

1) The study only examined customer satisfaction among customers using foodpanda
through social media.
2) The sample group was biased toward women and young people.

Activity 3 - Annotating a Text and Notetaking 

Now read and annotate two other paragraphs taken from the article by Liu et al. (2021). Compare your
annotations with a partner.

Annotations will vary Taiwanese vendors and restaurants are not tech-savvy, and payments

are either in cash or by credit card, which made Foodpanda struggle for

quite a while. However, repeated communication and explanation

made a lot of vendors realise that online customers can also increase

sales and generate new customers. Foodpanda has successfully signed

contracts with more than 7000 vendors or restaurants. According to a

January 2019 announcement, the number of daily orders has increased

1000 times since the beginning, making Foodpanda first in the delivery

platform industry and giving it a 55% market share (Tech News, 2020).

Annotations will vary Finally, this study can be used to evaluate the factors affecting

customer satisfaction and loyalty. The online food delivery service

developer needs to provide believable, detailed, and structured

information in an appropriate format so that customers have less

hesitation in using it (Prasetyo et al., 2021). Social media have also

gradually become one of the main marketing tools not only for product
 quality but also for service quality in the Business to Customer (B2C) e-

commerce market. Customers experience each element of the service

from ordering to the delivery staff standing on the doorsteps long

before they consume the product. A customer’s emotional reaction to

the intangible service quality affects satisfaction and motivation for a

repurchase (Wang et al., 2015).

Activity 4 - Identifying Main Ideas 

Read the following two paragraphs taken from Le Brocq et al. (2023). Identify and highlight the main
ideas of each paragraph.

Le Brocq, S., Hughes, E., & Donnelly, R. (2023). Sharing in the gig economy: From equitable work relations
to exploitative HRM. Personnel Review, 52(3), 454-469.
https://livrepository.liverpool.ac.uk/3166592/1/PR%20accepted.pdf

The following paragraph is taken from Le Brocq et al. (2023)’s article:

Some platforms do offer greater transparency and enable greater peer-to-peer sharing due to their more
collaborative business models. For example, BlaBlaCar permits individuals who are traveling to a
particular destination to advertise a free seat in their car (Aversa et al., 2021). The platform
recommends a fee to charge riders. Drivers have some discretion to advertise a different fee, but the fee
must be classed by the platform as not-for-profit, thus only covering the cost of the journey. For pre-
booked seats, riders must pay an additional service fee, enabling BlaBlaCar to generate unearned
income. Other more collaborative gig enterprises include freelancer-run Loconomics, which provides a
range of different services from acupuncture to bookkeeping, and Up and Go, which connects customers
to professional cleaner cooperatives (Meijernik & Keegan, 2019).

The following paragraph is adapted from Le Brocq et al. (2023)’s article:

Hidden inequalities within the gig economy can manifest in various ways. For example, Moisander et
al. (2018) studied CloudNine, a gig firm where business partners sell products and try to recruit their
own distributors. The firm’s promotional materials state, “if you’re willing to put in the time, effort, and
hard work, the CloudNine experience can lead to more financial opportunity, flexibility, and freedom
to determine your own path” (Moisander et al., 2018, p. 386). However, the researchers found that most
of the gig workers they sampled did not break even, because they incurred additional costs, for instance,
travelling to recruitment talks and purchasing business support materials. The study found that many
 business partners left within the first year due to the quantitative contributive injustices they perceived,
and the HR promises they perceived to be unmet.

Activity 5 - Locating Supporting Details 

Highlight the supporting details used in each of the following paragraphs. Which type(s) of supporting
details is/are used? Compare your answers with a partner.

1. This paragraph is taken from the article titled ‘Serfing the Web; The creator economy’ (2021) in
the Economist, 26, p.20:

Newer types of media are joining in. Douyu and Huya, China’s largest game­ streaming platforms, each
paid out ¥ 7.1bn ($1.1bn) to streamers last year, 31% more than in 2019. Spotify and Apple, the two
biggest podcast platforms, are wooing am-ateur broadcasters.

Type(s) of support: statistics + examples

2. This paragraph is taken from the article by Wohn et al. (2019), p.100:

Patronage was one of the dominant social processes of pre-industrial Europe that was closely tied to the
system of transactions, which was the fabric of interaction between social classes at that time (Werner,
1981). During the European Renaissance, patronage was the basis of the production of all material high
culture, which ranged from art to science, and even philosophy (Werner, 1981). The advent of the
printing press and other technologies for mass production of information shifted creative practices to
make these commodities more commercial.

Type(s) of support: facts + research findings

3. This paragraph is taken from the article by Liu et al. (2021), p.15:

The study proposed that customers of an online delivery service be fully informed about the restaurant,
menu, location, food price, and delivery price before making a purchase, especially the food price
(Prasetyo et al., 2021). Vasic´et al. (2019) proposed that security, information availability, shipping, quality,
pricing and delivery time influence customers’ satisfaction. The most critical factor for fulfilling the customer
expectations timely and reliable delivery, which encourages repurchases (Vasic´et al., 2019). Through the
market survey of Foodpanda, consumers were highly satisfied with delivery speed, food freshness, convenience
in the use of the app, delivery price and promotional activities. These high-satisfaction service elements are the
same as those for previous research results (Ganapathi & Abu-shanab, 2020; Kamilah et al., 2020; Vasic´et
al., 2019).

Type(s) of support: research findings + example (Foodpanda)

 Part 3 Academic Vocabulary

 Activity 6 - Predicting the Meaning from Context Clues

Try to approximate the meaning (not identify the actual meaning) of the bolded words using the context
clues surrounding the word:

This digital patron economy facilitates interactions between creators, consumers, systems, and content
that require new theoretical frameworks to explain complex sociotechnical exchanges.

Crowdfunding projects tend to be either charitable in nature or a means of early investment in receiving
a potential artifact or product. Supporters of digital patronage, however, may or may not receive a
tangible product in return, and their support is continuous, which begs understanding of what
contributes to that loyalty.

The ‘perks’ that one receives through a subscription depend on what the streamer chooses to offer– by default,
the system enables people who subscribe access to unique emoticons (emotes) specific to the streamer.

Viewers have dedicated their money and time to see the streamer grow and become more popular, so
they feel that they were a contributing factor to that success. Witnessing this sensation of growth and
seeing the streamer happy is gratifying for the viewers.

This dichotomy between desire to be loyal to the streamer and to reap the benefits of their financial input was
also apparent in understanding how participants differentiated subscriptions from donations.

The above examples are taken from:

Wohn, D. Y., Jough, P., Eskander, P., Siri, J. S., Shimobayashi, M., & Desai, P. (2019, October). Understanding digital
patronage: why do people subscribe to streamers on twitch?. In Proceedings of the Annual Symposium on
Computer-Human Interaction in Play (pp. 99-110).

Lexical item Approximate meaning (guess) Context clues

sociotechnical Social + related to technology (online) Prefix - socio (relating to social
matters) + sentence subject
(digital patron economy) reveals
connection with internet
interaction
tangible Something significant/something with Previous sentence’s noun
substance phrase “a potential artifact or
product” can be identified as a
parallel meaning to tangible
(however…may or may not…)
perks Something desirable/positive given in Positive verb phrase “enable
 repayment access” and transactional verbs
“receive” “offer”
gratifying Causing a positive feeling in response to Generally positive language
someone’s happiness/success describing the causal
relationships between the
streamer’s success and viewers
feelings
dichotomy The difference between two contrasting Prefix ‘di-’ (two) and the
ideas preposition ‘between’ (requires
two entities)

 Speaking Activity 1 – Three-level Summary

The following activity helps you develop skills for verbally summarising and organising main ideas in
academic texts. These skills will be assessed in the Speaking Assessment.

Step 1: Form a group of 3-4 students.

Step 2: Individually read the entire extract below.
Step 3: Assign one section (indicated by different colours) to each group member to summarise in one to
two sentences (while paraphrasing). You may want to use the expressions provided in the table below.
Step 4: Group members will then discuss their respective section summaries within the group.
Step 5: A representative from each group will then present a one-minute summary of the extract, while
other groups will use the Peer Evaluation Form to evaluate the quality of each summary.

Note: A sample Speaking Assessment paper can be found at the end of this Unit.

Examples of expressions for summarising ideas in the text:

The extract is about the issue of… The authors examine/explore the issue of…
The authors argue that… There are a few aspects/several issues
identified/discussed…
The authors mainly focus on… A few different issues are pointed out…
Different stakeholders’ perspectives are The authors first explain the reasons for….
discussed. Then, they argue that…
The authors compare…with…and Having analysed the situations, the authors
suggest/argue that… conclude that…

Examples of expressions for making transitions between ideas

In addition to…, the authors also… After explaining…, the authors compare…
 There are three main aspects of the issue Another issue pointed out by the authors is
covered in the extract. First, … Second, … that…
The third aspect is…
Despite…, the authors conclude that… Apart from discussing…, the authors also…

Extract:

Is the gig economy fair for employers and employees?

While platforms such as foodpanda and Uber incorporate many of the features of prior economic
structures—markets, hierarchies, and networks (Powell, 1990) — they do so selectively, establishing a
type of governance mechanism that is significantly different from previous forms (Aneesh, 2009;
Kornberger et al., 2017). Just as Powell (1990) stressed the emergence of networks as providing a novel
basis for the coordination of economic activity, we argue that platforms constitute a new type of
governance mechanism with which employers can conduct economic transactions. In contrast to
hierarchies (which centralize power), markets (which disperse it), or networks (which parcel it out to
trusted collaborators), platforms exercise power over economic transactions by delegating control
among the participants. They do so by establishing a digital infrastructure with which to govern the
service triangle that links employers, workers, and customers (Leidner, 1993).

We argue that platforms govern economic transactions not by expanding their control over participants
but by outsourcing important dimensions of control to the other two parties to the exchange — hence
the term permissive. The platform firm retains authority over important functions — the allocation of
tasks, collection of data, pricing of services, and of course collection of income — but it does not retain
control over others, such as the specification of work methods, control over work schedules, and the
labor of performance evaluation. This is why few platform earners are required to follow workplace
procedures, a common feature of customer-service based work (Leidner, 1993). In effect, the labor
process acquires a new model, in which “control is radically distributed, while power remains
centralized” (Kornberger et al., 2017, p. 79).

Adapted from:
Vallas, S., & Schor, J. B. (2020). What do platforms do? Understanding the gig economy. Annual Review of
Sociology, 46, 273-294.
 Part 4 Academic Writing

Annotated Bibliography

Activity 7 – Analysing a Sample Annotated Bibliography 

Read the sample annotated bibliography below and answer the questions. Discuss your answers with a
partner.

A Le Brocq, S., Hughes, E., & Donnelly, R. (2023). Sharing in the gig economy: From equitable
work relations to exploitative HRM. Personnel Review, 52(3), 454-469.

Le Brocq et al. (2023) explore the use of HRM practices in the gig economy from a moral
B economy perspective. The authors investigate how the sharing and ownership structures of gig
firms influence the ethical use of HRM practices and worker treatment.

According to Le Brocq et al. (2023), the ownership structure of gig firms shapes the nature and
degree of sharing. The authors argue that the majority of investor-owned platforms tend to be more
exploitative of workers as they prioritize sharing with investors, while platforms built on
collaborative ownership engage in greater peer-to-peer sharing, leading to higher quality work
relations and more equitable HRM practices.

The authors aim to investigate how the sharing and ownership structures of gig firms influence the
ethical use of HRM practices and worker treatment. The study employs a systematic literature
review of contemporary HRM literature, synthesizing both conceptual and empirical insights. The
authors develop an integrated conceptual spectrum of sharing and HRM practice that ranges from
worker equity to exploitation.

Furthermore, based on their integrated conceptual spectrum of sharing and HRM practice that
ranges from worker equity to exploitation, Le Brocq et al. (2023) suggest that the closer an
organization aligns with the more equitable/relational end of the gig economy spectrum, the better
the work relations and HRM practices. They assert that this is particularly relevant for managers
in the gig economy who seek to create more ethical and equitable HRM practices.

C In conclusion, this paper provides a contribution to the literature on HRM practices in the gig
economy and highlights the importance of ownership structures in shaping the sharing
practices and HRM treatment of workers.
1. What information does (A) provide?

Bibliographic information (specific information regarding the source text according to APA
guidelines)

2. What are the respective functions that (B) and (C) serve?

They function as the AB’s introductory and concluding paragraphs, respectively. The former
introduces the general topic background and provides a thesis statement summarising the main
ideas in the body paragraphs, while the latter offers a summative comment on the author’s
overall message.

3. Why are phrases such as “According to Le Brocq et al. (2023)” and “Le Brocq et al. (2023) suggest”
needed in an annotated bibliography?

These in-text citations clearly indicate to the reader the original source of the idea or opinion.
At its essence, the annotated bibliography represents an objective summary of a given source
text, so it is imperative to signal clearly when introducing or transitioning among the author’s
original ideas.

4. What is the purpose of this annotated bibliography?

Inform readers about the ‘gig economy’ and summarise Le Brocq et al.’s (2023) views on the
subject.

5. What is the tense of the underlined verbs? Why?

The tense of the underlined verbs is simple present tense to show the currency (i.e. proximity
in abstract space) of the views. Simple present tense should be used in the annotated
bibliography in connection with ideas/beliefs/opinions, whereas simple past tense should be
used with events that objectively occurred in reality (‘the researchers conducted an
experiment’).

6. What is the degree of objectivity and formality?

The text is formal and exhibits a high degree of objectivity.

 7. Are personal opinions included? Why are they included/not included?

Personal opinions are not included. The purpose of a summative annotated bibliography is to
inform in the form of a summary of the source text author’s ideas (not the annotated
bibliography author’s ideas).

█║ Guided Practice of Writing an Annotated Bibliography

Pattern 1 - An empirical research paper

Journal article: ‘Applying importance-satisfaction model to evaluate customer satisfaction:

An empirical study of foodpanda’ by Liu, Chen and Zhang (2021) in Sustainability, 13(19), 10985-
11002.
https://library.hkbu.edu.hk/record/?ID=TN_cdi_doaj_primary_oai_doaj_org_article_dd9ac71f01534
801916588739640a405&T=PC

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Activity 8 – Organising and Categorising the Main Ideas 

Work in pairs. Put the main ideas you identified in Step 1 in the appropriate categories below:

What is the thesis Liu et al. (2021) propose an adapted model to examine foodpanda
statement of this article? customer satisfaction by identifying potential areas for improvement,
as well as offer new insight into relevant demographic factors.

Main ideas: With the recent growth of the stay-at-home economy due to the
pandemic, a corresponding increase has been observed in the online
Introduction: food delivery industry. In order for companies to excel in this industry,
● What is the research customer satisfaction is a key factor as satisfied customers will spread
topic? the word about positive food delivery experiences with a particular
● Why is it important? company. The purpose of this research is to use the model to analyze
● What questions will
customer satisfaction. The study will examine customer satisfaction in
the study answer?
terms of service quality to identify areas which customers from
different demographic groups value relatively more or less than other
aspects.

Methodology: Based on Martilla and James’ Importance-Performance Analysis (IPA)

● What did the (1977, as cited in Liu et al., 2021), the researchers designed an
 researchers do? Importance-Satisfaction Model (ISM) to assess the perceived quality of
● How did the things service and satisfaction of foodpanda customers in Taiwan. Data were
researchers did help collected in the form of 256 responses to a 12-item questionnaire
them answer their regarding 12 service elements that was distributed on various social
research questions? media platforms.

Results: Liu et al. (2021) identified several findings in relation to the connection
● What are the major between demographic factors and customer satisfaction. In terms of
findings? gender, it was found that men were likely to focus more on delivery
price, whereas women tended to attach more significance to the price
of the food and convenience of the app.

Liu et al. (2021) also observed several correlations regarding marital

status, age, occupation, and educational background. Satisfaction with
the user-friendliness of the app seemed to negatively correlate with
age: Younger users tended to be more satisfied with the app’s
functions, whereas older users were more apathetic about its usability.
While service-industry employees and students both valued rapid
delivery, they often selected items in contrasting price ranges, with
students opting for less expensive items than their working
counterparts. Similarly, it was found that education correlated with
customer satisfaction, with more highly educated customers expressing
a higher degree of satisfaction than those with less education.

Discussion: In general, it was found that most customers prioritize food price as the
● What do those most important factor, while superficial elements such as
findings mean? endorsements from celebrities or the appearance of the staff were of
little concern (Liu et al., 2021).

The findings show that service providers can gain customer loyalty by
identifying their requirements and offer services and products that
address the customers’ needs. This can strengthen the connection with
the customers and thus attract more new customers.

Conclusion: The authors recommend that delivery platforms expand the age group
● Are there any of consumers and target specific demographic groups in their future
suggestions or marketing strategies. Also, less pricey restaurants can be added to serve
recommendations a wider range of customers.
given by the
researchers?
Pattern 2 - A theoretical/conceptual paper

Journal article: ‘The future of social media in marketing.’ by Appel et al. (2020) in Journal of the
Academy of Marketing Science, 48(1), 79-95.
https://library.hkbu.edu.hk/record/?ID=cdi_pubmedcentral_primary_oai_pubmedcentral_ni
h_gov_7222052&T=PC

Step 1: Identifying the Thesis and Main Ideas

A. Previewing the source text (homework)
B. Annotating the source text (homework)
C. Identifying the thesis and main ideas (homework)

Step 2: Organising & Categorising the Main Ideas

A. List the thesis and the main ideas extracted from the source
B. Organise (re-arrange) the information by grouping similar ideas together into appropriate sub-
themes/categories (see next page)
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 Activity 9 - Organising and Categorising the Main Ideas 
Complete the items within the boxes below according to the information in Appel et al. (2020).
What is the thesis statement?

The current state of

social media marketing
1. omni-presence:
_________________________________
_________________________________
_________________________________
2. social influencers:
_________________________________
_________________________________
_________________________________
Immediate
future 3. privacy:
_________________________________
_________________________________
_________________________________

1. loneliness and isolation: Future research and

_________________________________ conclusion:
_________________________________ 1.
_________________________________ _____________________
2. customer care: _____________________
_____________________
_________________________________
Near future _____________________
_________________________________
_____________________
_________________________________
3. politics:
2.
_________________________________ _____________________
_________________________________ _____________________
_________________________________ _____________________
_____________________
_____________________
1. sensory experience:
_________________________________
_________________________________
_________________________________
2. offline/online merging:
_________________________________
Far future _________________________________
_________________________________
3. AI and social media:

 _________________________________
_________________________________
 _________________________________
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Thesis: Appel et al. (2019) identify nine themes in their examination of the future of social
media marketing within the context three timeframes, namely the immediate, near, and far
futures.

Immediate future
1. omni-presence
Social media now permeates almost all aspects of people’s lives, and thus all purchase
decisions can be influenced by different social media platforms
2. social influencers
Companies are increasingly aware of the profitability of leveraging influencers to market
their products
3. privacy
Consumer fears about data and privacy can impact their trust of brands; therefore, brands
need to be more transparent and hold social media accountable for their data collection
practices.

Near future
1. Loneliness and isolation
It is important for companies to understand more clearly the role that social media may
play in contributing to people’s sense of loneliness
2. Customer care
Customer care via social media is becoming increasingly streamlined and personalized to
simplify the shopping experience for customers
3. Politics
The potential use of social media to form and maintain echo chambers, as well as
disseminate fake news and misinformation represent areas of concern for many
stakeholders

Far future
1. sensory experience
Both AR and VR are expected to significantly alter the social media landscape by
increasing the sensory richness of user experience
2. offline/online merging
It is expected that there will be a merging of the online and offline worlds which further
integrates one’s digital self into consumers’ lives.
3. AI and social media
The influence of the interaction between people and AI on social media will increase as
the presence of bots becomes normalized.
Conclusion:
1. Examining social media consumption behavior through a cross-cultural perspective
represent a promising direction for future research.

2. While social media presents seemingly endless possibilities for consumers and companies
alike, the future remains uncertain as the social media landscape is constantly shifting.

 Speaking Activity 2 – Think-Pair-Share

Note to Teachers: Teachers should remind students to annotate the text while reading. They should
also summarise the main ideas in the text using the paraphrasing skills introduced earlier in this Unit.

The following activity helps you develop skills for verbally summarising and organising main
ideas in academic texts. These skills will be assessed in the Speaking Assessment.

Step 1: Read and annotate the extract to identify the main ideas.
Step 2: Discuss with a partner and come to a consensus about the article’s main ideas.
Step 3: Selected pairs will give a 1-minute summary of the main ideas with the class. Remember to
paraphrase the ideas in your own words.

Extract:

Is blockchain technology the solution to online security issues?

System security concerns within the Internet have sparked debate on the security and privacy of online
transactions, which the emergence of Blockchain technology development has solved. Gupta and
Dubey (2016) explain that privacy, security, and trust are key issues for electronic technologies in the
present day and that e-commerce security is critical to the components that influence e-commerce,
such as data security, integrity, privacy, and other wider areas of the information security context
(Nakamoto, 2008). A primary reason why banks exist is to intervene as a reliable and trustworthy third
party in financial transactions (Fanning & Centers, 2016). For instance, an economy lacking banks and
centers its commerce on peer-to-peer trading as a dynamic factor would make it difficult for both
parties in the trade ventures to be trusted.

Buying a product online does not guarantee that the buyer would get genuine items, which could be
caused by fraud or fake product deliveries. The solution to this stalemate is the adoption of Blockchain
technology (Casino et al., 2019), which has been proposed in this article. With the help of Blockchain,
people currently have an alternative, trusted third party to facilitate these online transactions.
 Exploring Blockchain technology subjects is critical as it fosters trust between peer-to-peer networks
due to its considerations regarding security and privacy concerns within the Internet environment for
business-oriented personalities and organizations.

Adapted from:
Gad, A. G., Mosa, D. T., Abualigah, L., & Abohany, A. A. (2022). Emerging trends in blockchain
technology and applications: A review and outlook. Journal of King Saud University –
Computer and Information Sciences, 34(9), 6719-6742.
https://doi.org/10.1016/j.jksuci.2022.03.007
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 Activity 10 - Common Errors in Citations 

Each of the sentences below contains one error in terms of the use of APA in-text citations.
Identify and correct the errors.

1. According to Wohn et al. (2021), they claim that people who frequently donate to streamers
regard their donations as both an emotional and transactional exchange.
2. As reported in Wohn et al.’s (2021) study, argue half of the participants stated that they are
attracted to certain streamers based on content, popularity, and form of interaction with viewers.
3. Wohn et al. (2021) identify three tiers of streamer fans, which are categorized according to the
perceived degree of connection with the streamer.
4. Loyalty was identified as yet another significant criterion by which the viewer-streamer
connection can be evaluated. (Wohn et al., 2021).
5. Wohn et al. (2021) prove suggest that future studies should explore the role of digital patronage
in other forms of new media.
6. As Wohn et al. (2021) note that the extent and nature of the patronage is closely correlated with
the viewer’s perception of the streamer and their relationship with that individual.

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 Activity 11 - Paraphrasing and Citation Practice

Paraphrase the following extracts. Remember to include a citation in proper APA in-text format.

Original Paraphrased version

According to Wohn et al. (2019), streamers

A streamer can do many things in order to maintain a long term audience using different
entertain their audience and indirectly convince forms of entertainment, one which is humor. If
them to come back for future streams and streamers can make the viewers laugh, they are
additional content. One of the methods of more likely to come back for more.
entertainment that participants talked about was
humor and the streamer’s ability to make them
laugh.

(Wohn et al., 2019)

People treat this recurring financial support as a Wohn et al. (2019) note that donations are often
means to stabilize income for people to make regarded as a way to offer financial support for
their living and provide for themselves. Even streamers to improve their quality of life.
Regardless of the popularity of the streamer, the
when a streamer has a bigger audience and was
feeling of contributing to the streamer’s
fairly popular, the thought that they are development is a strong motivation for audience
contributing to the streamer's growth and members to donate.
financial stability pushed people to continue
donating.

(Wohn et al., 2019)

The deeper the relationship that a viewer has for Subscriptions to streamers on Twitch are a means
their streamer, the more emotionally invested by which subscribers who feel a particularly deep
they are and Twitch subscriptions are an avenue emotional connection with a streamer can express
their gratitude to someone, who they regard as a
of showing their appreciation for how much that
friend in many ways, for the satisfaction and
streamer means to their life as having another emotional support they gain from following that
friend means more happiness and having streamer’s content (Wohn et al., 2019).
someone that they can emotionally lean on.

(Wohn et al., 2019)

 The above extracts are taken from the following article:

Wohn, D. Y., Jough, P., Eskander, P., Siri, J. S., Shimobayashi, M., & Desai, P. (2019). Understanding digital patronage: Why do
people subscribe to streamers on Twitch?. Proceedings of the Annual Symposium on Computer-Human Interaction in
Play, 99–110. https://doi.org/10.1145/3311350.3347160

Activity 12 - Practice Writing an Annotated Bibliography

You have learned all the skills for writing an annotated bibliography. In pairs, write the introductory
paragraph and one body paragraph of an annotated bibliography of each of the following two journal
articles. Include the reference information at the top of your annotation. Sample annotated bibliographies
for the two articles will be available on Moodle at a later time.

Pattern 1 Pattern 2
For research papers that involve first-hand data For papers that are not experimental-based (a
collection or discuss an experiment (an conceptual/theoretical paper)
empirical research paper)

● The author’s last name, the publication ● The author’s last name, the publication
year and the thesis statement year and the thesis statement
● The hypothesis and methodology ● Major issues/problems presented in the
● A brief description of the experiment(s) source
● Major findings ● Analysis of the issues/problems
● Major implications and conclusion ● Major suggestions/solutions (if discussed)
● Major implications (if discussed) and
conclusion

Pattern 1 - An empirical research paper

Journal article: ‘Applying importance-satisfaction model to evaluate customer satisfaction:

An empirical study of foodpanda’ by Liu et al. (2021) in Sustainability, 13(19), 10985-11002.
https://library.hkbu.edu.hk/record/?ID=TN_cdi_doaj_primary_oai_doaj_org_article_dd9ac71f01534
801916588739640a405&T=PC

Pattern 2 - A theoretical/conceptual paper

Journal article: ‘The future of social media in marketing’ by Appel et al. (2016) in Journal of the
Academy of Marketing Science, 48(1), 79-95.
https://library.hkbu.edu.hk/record/?ID=cdi_pubmedcentral_primary_oai_pubmedcentral_nih_gov_7
222052&T=PC
Practice writing an annotated bibliography:

Pattern 1 - An empirical research paper

‘Applying importance-satisfaction model to evaluate customer satisfaction: An empirical

study of foodpanda’ by Liu et al. (2021) in Sustainability, 13(19), 10985-11002.

Reference information:

Liu, Y. Y., Chen, S. H., & Zhang, J. X. (2021). Applying importance–satisfaction model to evaluate
customer satisfaction: An empirical study of foodpanda. Sustainability, 13(19), 10985-11002.

Introductory paragraph:

With the recent growth of the stay-at-home economy due to the pandemic, a corresponding
increase has been observed in the online food delivery industry. Liu et al. (2021) thus propose
a new model to examine customer satisfaction by identifying potential areas for improvement,
as well as offer insight into relevant demographic factors.

Based on Martilla and James’ Importance-Performance Analysis (IPA) (1977, as cited in Liu
et al., 2021), the researchers designed an Importance-Satisfaction Model (ISM) to assess the
perceived quality of service and satisfaction of Foodpanda customers in Taiwan. Data were
collected in the form of 256 responses to a 12-item questionnaire regarding 12 service
elements that was distributed on various social media platforms.

Liu et al. (2021) identified several findings in relation to the connection between demographic
factors and customer satisfaction. In terms of gender, it was found that men were likely to
focus more on delivery price, whereas women tended to attach more significance to the price
of the food and convenience of the app.

Liu et al. (2021) also observed several correlations regarding marital status, age, occupation,
and educational background. Satisfaction with the user-friendliness of the app seemed to
negatively correlate with age: Younger users tended to be more satisfied with the app’s
functions, whereas older users were more apathetic about its usability. While service-industry
employees and students both valued rapid delivery, they often selected items in contrasting
price ranges, with students opting for less expensive items than their working counterparts.
Similarly, it was found that education correlated with customer satisfaction, with more highly
educated customers expressing a higher degree of satisfaction than those with less education.

In general, it was found that most customers prioritize food price as the most important factor,
while superficial elements such as endorsements from celebrities or the appearance of the
staff were of little concern (Liu et al., 2021). Nonetheless, the authors recommend that
delivery platforms expand the age group of consumers and target specific demographic
groups in their future marketing strategies.
Pattern 2 - A conceptual/theoretical paper

‘The future of social media in marketing’ by Appel et al. (2016) in Journal of the Academy of
Marketing Science, 48(1), 79-95.

Reference information:

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2016). The future of social media in marketing.
Journal of the Academy of Marketing Science, 48(1), 79-95.

Sample AB:

This article presents an in-depth exploration of the future of social media in relation to
marketing, identifying nine themes that the authors believe will shape this future. Appel et al.
(2020) outline the potential impact of these themes on consumers, the industry, and public
policy within the context of three future timeframes, namely the immediate, near, and far
future.
Appel et al. (2020) identify social media presence, influencers, and privacy as the three most
salient areas of concern at present. As social media becomes increasingly ubiquitous in the
lives of consumers, online influencers have become correspondingly important in terms of
their impact on consumer behavior. The authors note that while companies should make effort
to leverage influencers as a resource, they must also address consumer fears regarding
privacy.
There are also several concerns regarding the near future of social media. Specifically, Appel
et al. (2020) point to the weaponization of politics and a growing sense of loneliness
associated with social media as two major trends which pose significant ramifications for its
future. Yet despite these growing threats, it is noted that companies continue to optimize the
customer experience through simplification and personalization of the shopping experience
(Appel et al., 2020).
The general online experience is expected to be even further optimized in the far future.
According to Appel et al. (2020), the popularization of AR and VR is expected to spur the
melding of the online and offline worlds. This merger is predicted to run parallel with the
growing presence of bots online.
Overall, the article emphasizes the increasing relevance of social media in society, as well as
its changing role and significance in marketing. The authors conclude that the future of social
media in marketing is dynamic and uncertain, and thus encourage ongoing research to better
understand and navigate this evolving landscape.
 Speaking Activity 3 – Evaluating a Sample Response

The following activity helps you understand the assessment criteria of the Speaking
Assessment.

Step 1: Form a group of 3-4 students.

Step 2: Read the sample Speaking Assessment paper.
Step 3: Listen to a student sample response.
Step 4: Each group assigns scores and provides at least two examples for each of the rubric
categories to justify their score using the evaluation form provided.

Evaluation Form
Criteria (Total: 50 marks) Scores Comments and Examples
Summary coverage and accuracy (10
marks)
• Accurate understanding of the original
text
• Comprehensive yet concise summary of
the main ideas of the original text

Relevance and criticality (20 marks) You will learn about this category in Unit 3.
• A focused response which is highly
relevant to the information/viewpoint
provided in the extract
• Student’s own viewpoint is clearly and
critically stated and is supported by
reasons and/or examples

Organisation (10 marks)

• A coherent response with clear logical
reasoning
• Appropriate and natural use of
signaling phrases
• Appropriate time management

Clarity (10 marks)

• Clear and accurate pronunciation
• Effective use of pauses, stress and
intonation
• Preciseness of word choices
• Grammatical accuracy
• Fluency
 UEI Sample Speaking Assessment ‘Critical Response to
Academic Arguments’ (20%)

Instructions:
You will be given 7 minutes to read an extract taken from an academic journal article. After 7
minutes, you will be instructed to stop reading.

Next, you will be given 3 minutes to i). summarise the viewpoint presented in the extract in your
own words AND ii). respond with your own viewpoint. It is recommended that you spend
approximately 1 minute to summarise and 2 minutes to express your own viewpoint supported by
examples.

Your response will be recorded for assessment purposes. Please state your name and the section
number before you start your response.

Guiding questions:
1. What is the issue discussed in the extract?
2. Who are the stakeholders involved?
3. What is the current situation regarding the issue?
4. What is the author’s opinion?
5. Do you agree with the author’s opinion? Why?
6. What do you suggest or recommend to address the issue?

Extract:

Is the gig economy fair for employers and employees?

While platforms such as foodpanda and Uber incorporate many of the features of prior
economic structures—markets, hierarchies, and networks (Powell, 1990) — they do so
selectively, establishing a type of governance mechanism that is significantly different from
previous forms (Aneesh, 2009; Kornberger et al., 2017). Just as Powell (1990) stressed the
emergence of networks as providing a novel basis for the coordination of economic activity,
we argue that platforms constitute a new type of governance mechanism with which
employers can conduct economic transactions. In contrast to hierarchies (which centralize
power), markets (which disperse it), or networks (which parcel it out to trusted collaborators),
 platforms exercise power over economic transactions by delegating control among the
participants. They do so by establishing a digital infrastructure with which to govern the
service triangle that links employers, workers, and customers (Leidner, 1993).

We argue that platforms govern economic transactions not by expanding their control over
participants but by outsourcing important dimensions of control to the other two parties to the
exchange — hence the term permissive. The platform firm retains authority over important
functions — the allocation of tasks, collection of data, pricing of services, and of course
collection of income — but it does not retain control over others, such as the specification of
work methods, control over work schedules, and the labor of performance evaluation. This is
why few platform earners are required to follow workplace procedures, a common feature of
customer-service based work (Leidner, 1993). In effect, the labor process acquires a new
model, in which “control is radically distributed, while power remains centralized” (Kornberger
et al., 2017, p. 79).

Adapted from:
Vallas, S., & Schor, J. B. (2020). What do platforms do? Understanding the gig economy. Annual Review of Sociology, 46, 273-
294.

Transcript of the sample student response:

So the issue discussed in the extract is the gig economy. The extract introduces the different parts of the
gig economy, such as hierarchies, markets, or networks. The stakeholders are also introduced in here,
which are namely the employers, workers, and customers.
The author discusses whether platforms should take full control or partial control. And the central focus is
whether work methods, control over work schedules, and the labour of performance evaluation can be
outsourced or not.
So, my first thought, my first view point, is that employers, employees and employers should have some
degree of freedom, and the platform shouldn't take full control. And instead, it should spread out its power.
Since people may not like an authoritative system and won't want to join the platform or let the platform
benefit from them at all, like for example, if I were a video editor, I would want to edit videos for people
that I like instead of random people that I don't know or might not even treat me well or pay me well.
My second thought is that since the platform is just a middleman, the employees and employers should be
the ones to decide instead of the platform. Since freedom, flexibility, and variety of choices is a main selling
point in the gig economy, these should not be taken away or it would not be appealing at all. Employees
and employers should both have free access to the global talent pool.
However, the gig economy might have some potential exploitation as the employers aren't required by the
law to pay for any benefits, and desperate employees might ignore these problems as they need money
and might take up some very problematic jobs. Instead, the government should implement protection laws
for the gig workers in order to protect all stakeholders involved in this situation, namely the employees,
employers, and the platform.

Comments:

Evaluation Form
Criteria (Total: 50 marks) Scores Comments and Examples
Summary coverage and accuracy (10
marks)
• Accurate understanding of the original
text 6.5
• Comprehensive yet concise summary of
the main ideas of the original text

Relevance and criticality (20 marks) You will learn about this category in Unit 3.
• A focused response which is highly
relevant to the information/viewpoint
provided in the extract
• Student’s own viewpoint is clearly and
critically stated and is supported by
reasons and/or examples

Organisation (10 marks)

• A coherent response with clear logical
reasoning 7.5
• Appropriate and natural use of
signaling phrases
• Appropriate time management

Clarity (10 marks)

• Clear and accurate pronunciation
• Effective use of pauses, stress and
intonation 8
• Preciseness of word choices
• Grammatical accuracy
• Fluency

- This is a B/B+ example.

- The summary is rather brief. It does not clearly summarise the main points which are 1) the new
governance system of the gig economy, 2) delegation of control among participants via a digital
platform which links employers, workers and customers, and 2) the authors’ main argument regarding
how platforms outsource control to the other stakeholders while retaining authority over important
functions.
- Individual viewpoints are introduced, but the student’s overall viewpoint is not presented at a general
level with different themes (e.g. “I support the gig model in terms of its power distribution.” / “I also
feel it offers a great deal of freedom.”)
- An example was used to support the first viewpoint. The other viewpoints are also elaborated well.
(This aspect will be discussed in greater depth in Unit 3.)
- Overall speaking, the speech is well-organised. Transitional phrases are used fairly appropriately to link
ideas.
- The speech is clear and fluent; pronunciation is accurate; stress, intonation and pauses could have
been used more effectively to convey meaning. Language use is mostly accurate.