Abstract: This study aims to investigate the impact of data leak of M&S customers on digital communities. Modern businesses are using digital communities as an important public relations tool for marketing purposes. This form of communication helps companies to build better relationship with their customers which also act as another source of information. The communication between the customers and the organizations is not regulated so users may post positive and negative comments. There are new platforms being developed on a daily basis and it is very crucial for the businesses to not only get themselves familiar with those but also know how to reach their existing and perspective consumers. The driving force of marketing and communication in modern businesses is the digital communities and these are continuously increasing and developing. This phenomenon is changing the way marketing is conducted. The current research has discussed the implications on M&S business performance since the data was exploited on digital communities; users contacted M&S and raised the security concerns. M&S closed down its website for few hours to try to resolve the issue. The next day M&S made a public apology about this incidence. This information was proliferated on various digital communities and it has impacted negatively on M&S brand name, sales and customers. The content analysis approach is being used to collect qualitative data from 100 digital bloggers including social media communities such as Facebook and Twitter. The results and finding provide useful new insights into the nature and form of security concerns of digital users. Findings have theoretical and practical implications. This research will showcase a large corporation utilizing various digital community platforms and can serve as a model for future organizations.
Abstract: Digital technologies offer many opportunities in the
design and implementation of brand communication and advertising.
Augmented reality (AR) is an innovative technology in marketing
communication that focuses on the fact that virtual interaction with a
product ad offers additional value to consumers. AR enables
consumers to obtain (almost) real product experiences by the way of
virtual information even before the purchase of a certain product.
Aim of AR applications in relation with advertising is in-depth
examination of product characteristics to enhance product knowledge
as well as brand knowledge. Interactive design of advertising
provides observers with an intense examination of a specific
advertising message and therefore leads to better brand knowledge.
The elaboration likelihood model and the central route to persuasion
strongly support this argumentation. Nevertheless, AR in brand
communication is still in an initial stage and therefore scientific
findings about the impact of AR on information processing and brand
attitude are rare. The aim of this paper is to empirically investigate
the potential of AR applications in combination with traditional print
advertising. To that effect an experimental design with different
levels of interactivity is built to measure the impact of interactivity of
an ad on different variables o advertising effectiveness.
Abstract: With the increasing number of people reviewing
products online in recent years, opinion sharing websites has become
the most important source of customers’ opinions. Unfortunately,
spammers generate and post fake reviews in order to promote or
demote brands and mislead potential customers. These are notably
destructive not only for potential customers, but also for business
holders and manufacturers. However, research in this area is not
adequate, and many critical problems related to spam detection have
not been solved to date. To provide green researchers in the domain
with a great aid, in this paper, we have attempted to create a highquality
framework to make a clear vision on review spam-detection
methods. In addition, this report contains a comprehensive collection
of detection metrics used in proposed spam-detection approaches.
These metrics are extremely applicable for developing novel
detection methods.
Abstract: This research aimed to investigate the relationship
between attitude towards marketing mix, brand image and consumer
behavior of the passengers of low-cost airlines service. This study
employed by quantitative research and the questionnaire was used to
collect the data from 400 sampled of the passengers who have ever
used the low-cost airline services based in Bangkok, Thailand. The
descriptive statistics and Pearson’s correlation analysis were used to
analyze data. The research results revealed that the attitude of the marketing mix
of the low-cost airline services including product, price, place,
promotion and process had related to the consumer behavior on the
aspects of duration of service and frequency of service. While, the
brand image of the low cost airline including the characteristics of
organization, service quality and company identity had related to the
consumer behavior on duration of service, frequency of service and
cost of service at the significant statistically acceptable levels.
Abstract: The rapid development technology and widespread
Internet make business environment changing a lot. In order to stand in
the global market and to keep subsistence, “changing” is unspoken
rule for the company’s survival. The purpose of this paper is building
up change model by using SWOT, strategy map, KPI and change
management theory. The research findings indicate that the company
needs to deal with employee’s resistance emotion firstly before
building up change model. The ways of providing performance
appraisal reward, consulting and counseling mechanisms that will
great help to achieve reducing staff negative emotions and motivate
staff’s efficiencies also. To revise strategy map, modify corporate
culture, and improve internal operational processes which is based on
change model. Through the change model, the increasing growth rate
of net income helps company to achieve the goals and be a leading
brand of precision machinery industry.
Abstract: The article includes the results and conclusions from
empirical researches that had been done. The research focuses on the
impact of investments made in small and medium-sized enterprises
financed from EU funds on the competitiveness of these companies.
The researches includes financial results in sales revenue and net
income, expenses, and many other new products/services on offer,
higher quality products and services, more modern methods of
production, innovation in management processes, increase in the
number of customers, increase in market share, increase in
profitability of production and provision of services. The main
conclusions are that, companies with direct investments under this
measure shall apply the modern methods of production. The
consequence of this is to increase the quality of our products and
services. Furthermore, both small and medium-sized enterprises have
introduced new products and services. Investments were carried out,
thus enabling better work organization in enterprises. Entrepreneurs
would guarantee higher quality of service, which would result in
better relationships with their customers, what is more, noting the rise
in number of clients. More than half of the companies indicated that
the investments contributed to the increase in market share. Same
thing as for market reach and brand recognition of particular
company. An interesting finding is that, investments in small
enterprises were more effective than medium-sized enterprises.
Abstract: Objectives: To determine the nutritional status and
risk factors associated with women practicing geophagia in QwaQwa,
South Africa. Materials and Methods: An observational epidemiological study
design was adopted which included an exposed (geophagia) and nonexposed
(control) group. A food frequency questionnaire, anthropometric measurements and blood sampling were applied to
determine nutritional status of participants. Logistic regression
analysis was performed in order to identify factors that were likely to
be associated with the practice of geophagia. Results: The mean total energy intake for the geophagia group (G)
and control group (C) were 10324.31 ± 2755.00 kJ and 10763.94 ±
2556.30 kJ respectively. Both groups fell within the overweight
category according to the mean Body Mass Index (BMI) of each
group (G= 25.59 kg/m2; C= 25.14 kg/m2). The mean serum iron
levels of the geophagia group (6.929 μmol/l) were significantly lower
than that of the control group (13.75 μmol/l) (p = 0.000). Serum
transferrin (G=3.23g/l; C=2.7054g/l) and serum transferrin saturation
(G=8.05%; C=18.74%) levels also differed significantly between
groups (p=0.00). Factors that were associated with the practice of
geophagia included haemoglobin (Odds ratio (OR):14.50), serumiron
(OR: 9.80), serum-ferritin (OR: 3.75), serum-transferrin (OR:
6.92) and transferrin saturation (OR: 14.50). A significant negative
association (p=0.014) was found between women who were wageearners
and those who were not wage-earners and the practice of
geophagia (OR: 0.143; CI: 0.027; 0.755). These findings seem to
indicate that a permanent income may decrease the likelihood of
practising geophagia. Key Findings: Geophagia was confirmed to be a risk factor for
iron deficiency in this community. The significantly strong
association between geophagia and iron deficiency emphasizes the
importance of identifying the practice of geophagia in women,
especially during their child bearing years.
Abstract: The Portuguese footwear industry had in the last five years a remarkable performance in the exportation values, the trade balance and others economic indicators. After a long period of difficulties and with a strong reduction of companies and employees since 1994 until 2009, the Portuguese footwear industry changed the strategy and is now a success case between the international players of footwear. Only the Italian industry sells footwear with a higher value than the Portuguese and the distance between them is decreasing year by year. This paper analyses how the Portuguese footwear companies innovate and make innovation, according the classification proposed by the Oslo Manual. Also, analyses the strategy follow in the innovation process and shows the linkage between the type of innovation and the strategy of innovation. The research methodology was qualitative and the strategy for data collection was the case study. The qualitative data will be analyzed with the MAXQDA software. The economic results of the footwear companies studied shows differences between all of them and these differences are related with the innovation strategy adopted. The companies focused in product and marketing innovation, oriented to their target market, have higher ratios “turnover per worker” than the companies focused in process innovation. However, all the footwear companies in this “low-tech” industry create value and contribute to a positive foreign trade of 1.310 million euros in 2013. The growth strategies implemented has the participation of the sectorial organizations in several innovative projects. And it’s obvious that cooperation between all of them is a critical element to the performance achieved by the companies and the innovation observed. The Portuguese footwear sector has in the last years an excellent performance (economic results, exportation values, trade balance, brands and international image) and his performance is strongly related with the strategy in innovation followed, the type of innovation and the networks in the cluster. A simplified model, called “Ace of Diamonds”, is proposed by the authors and explains the way how this performance was reached by the seven companies that participate in the study (two of them are the leaders in the setor), and if this model can be used in others traditional and “low-tech” industries.
Abstract: A teeming set of doctors that graduated from various
universities within and outside Nigeria with the hope of practicing in
the country, has their hope shattered because of poor financing, lack
of medical equipments and a very weak healthcare systems. Such
hydra headed challenges, allows room for quackery which
increasingly contributes to the cause of mortality in Nigeria. With a
view of reversing the challenges of healthcare delivery and financing
in Nigeria, African Health Market for Equity (AHME), a project
funded by the Bill and Melinda Gates foundation [With contribution
from Department For International Development (DFID)] and
currently implemented in three African Countries (Nigeria, Kenya
and Ghana) over a Five (5) year period supports the healthcare sector
via Medical credit fund (MCF). The study examines the impact of
credit policy and medical credit funding on Nigerian health market.
Ordinary least square analysis, correlation and granger causality tests
were employed to measure the extent to which the Nigerian
healthcare market has been influenced. Medical credit fund
significantly and positively influenced average monthly turnover of
private healthcare providers and Commercial bank’s lending rate had
a weak relationship with access to credit/approved loans (13.46%).
The programme has so far made 13.91% progress, which is very
poor, considering the minimum targeted private health care providers
(437.6) and expected number of loan approvals (180.4) for the two
years. Medical credit policy in Nigeria should be revised to include
private healthcare providers in rural area for more positive impact
and increased returns. Good brand advert and sensitization of the
programme to stakeholders and health pressure group, and an
extension of the programme beyond five years is necessary to better
address the issues raised in the study.
Abstract: Authenticity in advertising is the cornerstone of
modern marketing. Despite research advances related to the role of
authenticity in marketing, it remains unclear why customers respond to
authentic brand stories. The results show that different personality
traits will moderate the influence of different authenticity on the levels
of emotion. Whether indexically authentic or iconically authentic
advertisements were shown to extroverts, open people and agreeable
people, they will evoke more positive emotions. When neurotic people
and conscientious people see the iconically authentic advertising
rather than the indexically authentic advertising, they will produce
more negative emotions. In addition, the emotion evoked by
advertising had significant positive impact on brand attitude evoked by
advertising had significant negative impact on brand attitude. These
findings provide some managerial implications and directions for
further research.
Abstract: Rapid growth of Information Technologies (IT) has
had huge influence on enterprises, and it has contributed to its
promotion and increasingly extensive use in enterprises. Information
Technologies have to a large extent determined the processes taking
place in an enterprise; what is more, IT development has brought the
need to adopt a brand new approach to human resources management
in an enterprise. The use of IT in human resource management
(HRM) is of high importance due to the growing role of information
and information technologies. The aim of this paper is to evaluate the
use of information technologies in human resources management in
enterprises. These practices will be presented in the following areas:
recruitment and selection, development and training, employee
assessment, motivation, talent management, personnel service.
Results of conducted survey show diversity of solutions applied in
particular areas of human resource management. In the future, further
development in this area should be expected, as well as integration of
individual HRM areas, growing mobile-enabled HR processes and
their transfer into the cloud. Presented IT solutions applied in HRM
are highly innovative, which is of great significance due to their
possible implementation in other enterprises.
Abstract: The paper presents new results concerning selection of
optimal information fusion formula for ensembles of C-OTDR
channels. The goal of information fusion is to create an integral
classificator designed for effective classification of seismoacoustic
target events. The LPBoost (LP-β and LP-B variants), the Multiple
Kernel Learning, and Weighing of Inversely as Lipschitz Constants
(WILC) approaches were compared. The WILC is a brand new
approach to optimal fusion of Lipschitz Classifiers Ensembles.
Results of practical usage are presented.
Abstract: Quick adoption of e-business and emerging influence
of “Electronic Word of Mouth e-WOM” communication on guests
made leading hotel brands successful examples of electronic guest
relationship management. Main reasons behind such success are well
established procedures in collection, analysis and usage of highly
valuable data available on the Internet, generated through some form
of e-GRM programme. E-GRM is more than just a technology
solution. It’s a system which balance respective guest demands, hotel
technological capabilities and organizational culture of employees,
discharging the universal approach in guest relations “same for all”.
The purpose of this research derives from the necessity of
determining the importance of monitoring and applying e-WOM
communication as one of the methods used in managing guest
relations. This paper analyses and compares different hotelier’s
opinions on e-WOM communication.
Abstract: Structural Equation Modeling (SEM) was used to test
a hypothesized model explaining Malaysian hypermarket customers’
perceptions of brand trust (BT), customer perceived value (CPV) and
perceived service quality (PSQ) on building their brand loyalty
(CBL) and generating positive word-of-mouth communication
(WOM). Self-administered questionnaires were used to collect data
from 374 Malaysian hypermarket customers from Mydin, Tesco,
Aeon Big and Giant in Kuala Lumpur, a metropolitan city of
Malaysia. The data strongly supported the model exhibiting that BT,
CPV and PSQ are prerequisite factors in building customer brand
loyalty, while PSQ has the strongest effect on prediction of customer
brand loyalty compared to other factors. Besides, the present study
suggests the effect of the aforementioned factors via customer brand
loyalty strongly contributes to generate positive word of mouth
communication.
Abstract: Steel tubular towers serving as support structures for large wind turbines are subjected to several hundred million stress cycles caused by the turbulent nature of the wind. This causes highcycle fatigue, which could govern the design of the tower. Maintaining the support structure after the wind turbines reach its typical 20-year design life has become a common practice; however, quantifying the changes in the reliability on the tower is not usual. In this paper the effect of fatigue damage in the wind turbine structure is studied whit the use of fracture mechanics, and a method to estimate the reliability over time of the structure is proposed. A representative wind turbine located in Oaxaca, Mexico is then studied. It is found that the system reliability is significantly affected by the accumulation of fatigue damage.
Abstract: The objective of the article was to identify the impacts of gamification on customers' behaviour. The most important applications of games in marketing and mechanisms of gamification are presented in the article. A detailed analysis of the influence of gamification on customers using two brands, Foursquare and Nike, was also presented. Research studies using auditory survey methods were carried out among 176 young respondents, who are potential targets of gamification. The studies confirmed a huge participation of young people in customer loyalty programs with relatively low participation in other gamificationbased marketing activities. The research findings clearly indicate that gamification mechanisms are the most attractive.
Abstract: Employer branding is considered as a useful tool for
addressing the global-local problem facing complex organisations
that have operations scattered across the globe and face challenges of
dealing with the local environment alongside. Despite being an
established field of study within the Western developed world, there
is little empirical evidence concerning the relevance of employer
branding to global companies that operate in the under-developed
economies. This paper fills this gap by gaining rich insight into the
implementation of employer branding programs in a foreign
multinational operating in Pakistan dealing with the global-local
problem. The study is qualitative in nature and employs semistructured
and focus group interviews with senior/middle managers
and local frontline employees to deeply examine the phenomenon in
case organisation. Findings suggest that authenticity is required in
employer brands to enable them to respond to the local needs thereby
leading to the resolution of the global-local problem. However, the
role of signaling theory is key to the development of authentic
employer brands as it stresses on the need to establish an efficient and
effective signaling environment where in signals travel in both
directions (from signal designers to receivers and backwards) and
facilitate firms with the global-local problem. The paper also
identifies future avenues of research for the employer branding field.
Abstract: The aim of research was to define the relations
between volatile compounds, some parameters (pH, titratable acidity
(TA), total soluble solid (TSS), lactic acid bacteria count) and
consumer preference of commercial fermented milks. These relations
tend to be used for controlling and developing new fermented milk
product. Three leading commercial brands of fermented milks in
Thailand were evaluated by consumers (n=71) using hedonic scale
for four attributes (sweetness, sourness, flavour, and overall liking),
volatile compounds using headspace-solid phase microextraction
(HS-SPME) GC-MS, pH, TA, TSS and LAB count. Then the
relations were analyzed by principal component analysis (PCA). The
PCA data showed that all of four attributes liking scores were related
to each other. They were also related to TA, TSS and volatile
compounds. The related volatile compounds were mainly on
fermented produced compounds including acetic acid, furanmethanol,
furfural, octanoic acid and the volatiles known as artificial fruit
flavour (beta pinene, limonene, vanillin, and ethyl vanillin). These
compounds were provided the information about flavour addition in
commercial fermented milk in Thailand.
Abstract: In recent years, the hair building fiber has become
popular, in other words, it is an effective method which helps people
who suffer hair loss or sparse hair since the hair building fiber is
capable to create a natural look of simulated hair rapidly. In the
markets, there are a lot of hair fiber brands that have been designed to
formulate an intense bond with hair strands and make the hair appear
more voluminous instantly. However, those products have their own
set of properties. Thus, in this report, some measurement techniques
are proposed to identify those products. Up to five different brands of
hair fiber are tested. The electrostatic and dielectric properties of the
hair fibers are macroscopically tested using design DC and high
frequency microwave techniques. Besides, the hair fibers are
microscopically analysis by magnifying the structures of the fiber
using scanning electron microscope (SEM). From the SEM photos,
the comparison of the uniformly shaped and broken rate of the hair
fibers in the different bulk samples can be observed respectively.
Abstract: Geometric and mechanical properties all influence the
resistance of RC structures and may, in certain combination of
property values, increase the risk of a brittle failure of the whole
system.
This paper presents a statistical and probabilistic investigation on
the resistance of RC beams designed according to Eurocodes 2 and 8,
and subjected to multiple failure modes, under both the natural
variation of material properties and the uncertainty associated with
cross-section and transverse reinforcement geometry. A full
probabilistic model based on JCSS Probabilistic Model Code is
derived. Different beams are studied through material nonlinear
analysis via Monte Carlo simulations. The resistance model is
consistent with Eurocode 2. Both a multivariate statistical evaluation
and the data clustering analysis of outcomes are then performed.
Results show that the ultimate load behaviour of RC beams
subjected to flexural and shear failure modes seems to be mainly
influenced by the combination of the mechanical properties of both
longitudinal reinforcement and stirrups, and the tensile strength of
concrete, of which the latter appears to affect the overall response of
the system in a nonlinear way. The model uncertainty of the
resistance model used in the analysis plays undoubtedly an important
role in interpreting results.