A Influência do endosso de blogueiras no comportamento das consumidoras de moda no Brasil

The study about the celebrity endorsement has relevance for both the academia and businesses seeking to retain and attract customers through marketing communications. However, most researches conducted analyzes celebrities from the artistic or sports, and study the endorsement in print media or on TV. Few studies analyze the endorsement of influencers in social media. Observing this gap, the aim of this study is to verify if the endorsement of fashion bloggers influence on purchase intention of Brazilian consumers. In addition, other factors were analyzed for better understanding of the fashion consumer behavior: evaluation of the product, brand awareness, brand loyalty, product quality, involvement with fashion, and credibility of the endorser. Therefore, it held two studies. The first consisted of a qualitative exploratory research, which used focus groups to identify and understand how social media affect the behavior of consumers of fashion products. Among the main results of this study, we highlight the Instagram appointed unanimously as the main social media used by respondents for information on fashion, and the mention of blogger Thássia Naves as the main source of fashion reference in social media. In the second study was undertaken an experiment in which half of the sample had access to the image of a dress used by the blogger Thássia Naves on her Instagram, while the other half had access to dress image disclosed at the online store website of the product brand. The number of valid responses considered for the study was 465. To test the hypotheses of the study, we applied the t test for independent samples and ANOVA test for more than two groups. The survey results supported 5 of 8 hypotheses proposed. which were: The endorsement of the fashion blogger has a positive effect on purchase intention of the endorsed product (H1); The endorsement of the fashion blogger has a positive effect on the evaluation of the endorsed product (H2); The credibility of the fashion blogger has a positive effect on purchase intention of the endorsed product (H3); The credibility of the fashion blogger has a positive effect on the evaluation of the endorsed product (H4); and the credibility of the fashion blogger has a positive effect on brand awareness (H5). The other hypotheses have been disproved: The credibility of the fashion blogger has a positive effect on brand loyalty (H6); The credibility of the fashion blogger has a positive effect on the perception of quality (H7); and the credibility of the fashion blogger has a positive effect on involvement with fashion (H8).Within the scope of further analysis, it was found that involvement with fashion positively interfere in purchase intent, the evaluation of the product, brand awareness, loyalty to the brand, the pursuit of product quality and credibility of the endorser. Moreover, it was found that the frequency of access to Instagram for fashion information positively affects the purchase intention, in evaluating the product, the brand awareness in brand loyalty, involvement with fashion, and credibility endorser.

Modulation of CYP1A1 by PKC Inhibitors and TPA Pre-Treatments in MH1C1 Rat Hepatoma Cells Exposed to 3 -Methylcholanthrene

Cytochrome P4501A1 (CYP1A1), an enzyme known to metabolize polycyclic aromatic hydrocarbons, is regulated by the aryl hydrocarbon receptor (AhR). The involvement of protein kinase C (PKC) in the regulation of AhR signal transduction pathway, has been widely studied but the role of specific PKC isoform(s) involved in this process it is not well clarified. To study which PKC isoform(s) is implicated in the regulation of CYP1A1, in the poorly tumorigenic MH1C1 rat hepatoma cells, we examined the effects of some PKC pharmacological inhibitors, Calphostin C (CAL), Staurosporine (STA) and H7, and of 12-0-tetradecanoyl phorbol 13-acetate (TPA), a PKC activator, on basal and 3- methylcholanthrene (MC)-induced CYP1A1 protein expression and mediated ethoxyresorufin O-deethylation (EROD) activity. In parallel, the activities of PKC-α, -βI, -δ and -ε isoforms, the most expressed in MH1C1 cells, were monitored. After pre-treatment with CAL, STA and H7, the MC-induced CYP1A1 protein and EROD activity were rapidly reduced with temporal profile similar to the profile of the activity of α and β1 PKC isoforms. Moreover, TPA pre-treatment induced a biphasic effect on EROD activity, and a decline of PKC -βI and -α, in first instance, and -δ and -ε activities later on. These findings clearly show that, in MH1C1 cells, PKC is involved in CYP1A1 regulation and that α and βI classic PKC isoforms play an active role in modulating this process.

Enteropathogenic Escherichia coli O125:H6 triggers attaching and effacing lesions on human intestinal biopsy specimens independently of Nck and TccP/TccP2

Typical enteropathogenic Escherichia coli (EPEC) and enterohemorrhagic E. coli (EHEC) employ either Nck, TccP/TccP2, or Nck and TccP/TccP2 pathways to activate the neuronal Wiskott-Aldrich syndrome protein (N-WASP) and to trigger actin polymerization in cultured cells. This phenotype is used as a marker for the pathogenic potential of EPEC and EHEC strains. In this paper we report that EPEC O125:H6, which represents a large category of strains, lacks the ability to utilize either Nck or TccP/TccP2 and hence triggers actin polymerization in vitro only inefficiently. However, we show that infection of human intestinal biopsies with EPEC O125:H6 results in formation of typical attaching and effacing lesions. Expression of TccP in EPEC O125:H6, which harbors an EHEC O157-like Tir, resulted in efficient actin polymerization in vitro and enhanced colonization of human intestinal in vitro organ cultures with detectable N-WASP and electron-dense material at the site of bacterial adhesion. These results show the existence of a natural category of EPEC that colonizes the gut mucosa using Nck- and TccP-independent mechanisms. Importantly, the results highlight yet again the fact that conclusions made on the basis of in vitro cell culture models cannot be extrapolated wholesale to infection of mucosal surfaces and that the ability to induce actin polymerization on cultured cells should not be used as a definitive marker for EPEC and EHEC virulence.

A Loop-mediated Isothermal Amplification Method for Rapid Direct Detection and Differentiation of Non-pathogenic and Verocytotoxigenic Escherichia coli in Beef and Bovine Faeces

The aim of this study was to develop a multiplex loop-mediated isothermal amplification (LAMP) method capable of detecting Escherichia coli generally and verocytotoxigenic E. coli (VTEC) specifically in beef and bovine faeces. The LAMP assay developed was highly specific (100%) and able to distinguish between E. coli and VTEC based on the amplification of the phoA, and stx1 and/or stx2 genes, respectively. In the absence of an enrichment step, the limit of detection 50% (LOD50) of the LAMP assay was determined to be 2.83, 3.17 and 2.83-3.17 log CFU/g for E. coli with phoA, stx1 and stx2 genes, respectively, when artificially inoculated minced beef and bovine faeces were tested. The LAMP calibration curves generated with pure cultures, and spiked beef and faeces, suggested that the assay had good quantification capability. Validation of the assay, performed using retail beef and bovine faeces samples, demonstrated good correlation between counts obtained by the LAMP assay and by a conventional culture method, but suggested the possibility of false negative LAMP results for 12.5-14.7% of samples tested. The multiplex LAMP assay developed potentially represents a rapid alternative to culture for monitoring E.coli levels in beef or faeces and it would provide additional information on the presence of VTEC. However, some further optimisation is needed to improve detection sensitivity.

Escherichia coli productor de toxina Shiga en alimentos : antecedentes y situación actual de la legislación alimentaria en Argentina

Escherichia coli productor de toxina Shiga (STEC) es un grupo bacteriano asociado a enfermedades transmitidas por alimentos. Algunos serotipos de STEC representan un grave problema para la Salud Pública, causando diarrea, colitis hemorrágica y síndrome urémico hemolítico (SUH). En Argentina el SUH es endémico y constituye la primera causa de insuficiencia renal aguda en niños menores de 5 años. Los recientes brotes en el mundo de enfermedades causadas por E. coli no-O157, han resultado fuertemente impactantes no solo a nivel de la salud pública sino también a nivel comercial. Estos eventos han puesto en evidencia la necesidad de contar con un nuevo marco legislativo en materia alimentaria. En Argentina la reciente aprobación por parte dela Comisión Nacional de Alimentos (CONAL) respecto de la incorporación al Código Alimentario Argentino (CAA) de criterios microbiológicos que incluyen la ausencia de STEC no-O157 favorece la prevención de aquellos serogrupos prevalentes en el país. Estos criterios microbiológicos fueron establecidos para carne picada fresca, alimentos listos para consumir, chacinados, frutas, verduras y hortalizas mínimamente procesadas. Es fundamental destacar que los serogrupos (O145, O121, O26, O111 y O103) propuestos para la modificación del CAA son aquellos que exige la normativa actual de Estados Unidos, y los que indica la Norma ISO 13136, hoy por hoy, la utilizada en la Unión Europea (UE) como referencia en el tema. Esto conlleva beneficios futuros, ya que, al homologar las mismas exigencias técnicas microbiológicas se facilitara el intercambio de alimentos entre países. Teniendo en cuenta que la falta de criterios uniformes regulatorios a nivel internacional, generan discrepancias que traen aparejados, obstáculos técnicos al comercio (OTC), pudiendo llegar a ser barreras paraarancelarias encubiertas, con consiguientes perjuicios económicos que pueden ser transferidos a las naciones exportadoras de alimento.

Avian influenza in Australia: a summary of 5 years of wild bird surveillance

BackgroundAvian influenza viruses (AIVs) are found worldwide in numerous bird species, causing significant disease in gallinaceous poultry and occasionally other species. Surveillance of wild bird reservoirs provides an opportunity to add to the understanding of the epidemiology of AIVs. MethodsThis study examined key findings from the National Avian Influenza Wild Bird Surveillance Program over a 5-year period (July 2007-June 2012), the main source of information on AIVs circulating in Australia. ResultsThe overall proportion of birds that tested positive for influenza A via PCR was 1.90.1%, with evidence of widespread exposure of Australian wild birds to most low pathogenic avian influenza (LPAI) subtypes (H1-13, H16). LPAI H5 subtypes were found to be dominant and widespread during this 5-year period. ConclusionGiven Australia's isolation, both geographically and ecologically, it is important for Australia not to assume that the epidemiology of AIV from other geographic regions applies here. Despite all previous highly pathogenic avian influenza outbreaks in Australian poultry being attributed to H7 subtypes, widespread detection of H5 subtypes in wild birds may represent an ongoing risk to the Australian poultry industry.

Qualidade da biomassa em híbridos de capim-elefante para fins energéticos.

Além do uso como forrageira, o capim-elefante vem sendo utilizado como fonte de energia alternativa. Isso se deve pela sua alta capacidade de produção de biomassa. É desejável que essa biomassa tenha alto teor de fibras e baixo de cinzas, por isso há necessidade de se obter materiais genéticos com essas características. Com isso, o objetivo deste trabalho foi avaliar as características químicas dos híbridos de capim-elefante e dos seus genitores para produção de biomassa energética. O experimento foi conduzido na Empresa de Pesquisa Agropecuária do Estado do Rio de Janeiro, localizada em Campos dos Goytacazes, nos anos de 2011 e 2012. Foram efetuados dois cortes onde foram avaliadas: Porcentagem de cinzas (%CIN); fibra de detergente neutro (%FDN) e ácido (%FDA); celulose (%CEL); hemicelulose (%HEM); e lignina (%LIG). O delineamento foi em blocos ao acaso, com três repetições. Os tratamentos foram quatro genitores femininos, quatro genitores masculinos, 16 híbridos obtidos em esquema de cruzamento em dialelo parcial e uma testemunha. As médias foram comparadas pelo teste de Tukey (P < 0,05). Em relação às características avaliadas no presente estudo, as combinações híbridas H1, H3, H5, H7, H9 e os genitores P4 e P6 possuem boas qualidades de biomassa e, com isso, apresentam potencial para uso para fins energéticos.