Content marketing and brand engagement on social media: a study of Facebook´s posts in the ecommerce industry in Brazil

Content marketing refers to marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. It is focused not on selling, but on communicating with customers and prospects. In today world´s, a trend has been seen in brands becoming publishers in order to keep up with their competition and more importantly to keep their base of fans and followers. Content Marketing is making companies to engage consumers by publishing engaging and value-filled content. This study aims to investigate if there is a link between brand engagement and Facebook Content Marketing practices in the e-commerce industry in Brazil. Based on the literature review, this study defines brand engagement on Facebook as the numbers of "likes" "comments" and "shares" that a company receives from its fans. These actions reflect the popularity of the brand post and leads to engagement. The author defines a scale where levels of Content Marketing practices are developed in order to analyze brand posts on Facebook of an ecommerce company in Brazil. The findings reveal that the most important criterion for the company is the one regarding the picture of the post, where it examines whether the photo content is appealing to the audience. Moreover, it was perceived that the higher the level of these criterion in a post, the greater the number of likes, comments and shares the post receives. The time when a post is published does not present a significant role in determining customer engagement and the most important factor within a publication is to reach the maximum level in the Content Marketing Scale.

Comparison of Brucella agar, CITA and Farrel media for selective isolation of Brucella abortus from semen of bovine bulls

Brucellosis remains as a public health concern worldwide. In domestic animals, the disease is characterized by reproductive disorders in male and female. Besides extensive use of serological tests and recent development of molecular biology techniques, microbiological culture of Brucella species is yet considered a “gold standard” method for diagnosis. Here, semen of 335 bovine bulls was subjected simultaneously to microbiological culture in Brucella agar, Farrell media, and CITA media to evaluate comparatively the best selective media for isolation of Brucella sp. Among all 335 samples, B. abortus B19 strain was isolated from semen of five (1.49%) bulls using the three selective media. However, Farrell media was considered the best selective media for microbiological diagnosis, because of allowed isolation of B. abortus B19 strain from bull semen without bacterial commensal or fungal contamination of plates.

Special Issue: Interactive Educational Media for the Neural and Cognitive Sciences

Understanding the functioning of brains is an extremely challenging endeavour - both for researches as well as for students. Interactive media and tools, like simulations, databases and visualizations or virtual laboratories proved to be not only indispensable in research but also in education to help understanding brain function. Accordingly, a wide range of such media and tools are now available and it is getting increasingly difficult to see an overall picture. Written by researchers, tool developers and experienced academic teachers, this special issue of Brains, Minds & Media covers a broad range of interactive research media and tools with a strong emphasis on their use in neural and cognitive sciences education. The focus lies not only on the tools themselves, but also on the question of how research tools can significantly enhance learning and teaching and how a curricular integration can be achieved. This collection gives a comprehensive overview of existing tools and their usage as well as the underlying educational ideas and thus provides an orientation guide not only for teaching researchers but also for interested teachers and students.

The critical linkage between online and offline media - An approach to researching the conditions of issue spill-over

In this article we argue that it is pressing to study the “hybrid media system” at the intersection of online and offl ine communication and its potential for agenda building. The topic is relevant because it is argued that the internet off ers new opportunities of public infl uence for challengers without access to political decision making. Except for single case studies, little is known about the conditions under which these actors succeed. Informed by the research on agenda building we tackle with the mechanisms of online-offline media agenda building and the conditions under which challengers succeed to produce issue spill-over into conventional mass media. We develop a theoretical framework for investigating the linkage between online communication and traditional mass media and discuss how our model translates into empirical research. We conclude that the nature of online networks is critical for spill-over, but also the issue itself and the structure of the political system.

Governance of Digital Game Environments and Cultural Diversity. Preface

Conventional legal models have proven unable to cater for the novel issues created by the advancing digital game media, resulting in a fragmentation of national, regional and international regulations, which impact societies, economies and culture. The governance of this media and its affect on cultural diversity are introduced herein.

Contemplating a ‘public service navigator’: In search of new (and better) functioning public service media

This is a paper contemplating a tool of public editorial intelligence, so that key media policy objectives can be attained in the complex and multi-faceted environment of digital media. The paper is meant to be an article of a special issue of the International Journal of Communication on "Public Media and Exposure Diversity", co-edited by Natali Helberger and Mira Burri.

Prevention of vascular dysfunction and arterial hypertension in mice generated by assisted reproductive technologies by addition of melatonin to culture media.

Assisted reproductive technologies (ART) induce vascular dysfunction in humans and mice. In mice, ART-induced vascular dysfunction is related to epigenetic alteration of the endothelial nitric oxide synthase (eNOS) gene, resulting in decreased vascular eNOS expression and nitrite/nitrate synthesis. Melatonin is involved in epigenetic regulation, and its administration to sterile women improves the success rate of ART. We hypothesized that addition of melatonin to culture media may prevent ART-induced epigenetic and cardiovascular alterations in mice. We, therefore, assessed mesenteric-artery responses to acetylcholine and arterial blood pressure, together with DNA methylation of the eNOS gene promoter in vascular tissue and nitric oxide plasma concentration in 12-wk-old ART mice generated with and without addition of melatonin to culture media and in control mice. As expected, acetylcholine-induced mesenteric-artery dilation was impaired (P = 0.008 vs. control) and mean arterial blood pressure increased (109.5 ± 3.8 vs. 104.0 ± 4.7 mmHg, P = 0.002, ART vs. control) in ART compared with control mice. These alterations were associated with altered DNA methylation of the eNOS gene promoter (P < 0.001 vs. control) and decreased plasma nitric oxide concentration (10.1 ± 11.1 vs. 29.5 ± 8.0 μM) (P < 0.001 ART vs. control). Addition of melatonin (10(-6) M) to culture media prevented eNOS dysmethylation (P = 0.005, vs. ART + vehicle), normalized nitric oxide plasma concentration (23.1 ± 14.6 μM, P = 0.002 vs. ART + vehicle) and mesentery-artery responsiveness to acetylcholine (P < 0.008 vs. ART + vehicle), and prevented arterial hypertension (104.6 ± 3.4 mmHg, P < 0.003 vs. ART + vehicle). These findings provide proof of principle that modification of culture media prevents ART-induced vascular dysfunction. We speculate that this approach will also allow preventing ART-induced premature atherosclerosis in humans.

Improving pregnancy prevention in the Austin Independent School District: Student participation in the development of social marketing media

Pregnancy prevention is an important goal of the Austin Independent School District (AISD), but present activity is limited to utilizing a single curriculum. To effectively prevent pregnancy, a diverse range of programs and activities is needed—including media and social marketing. This project (1) reviews literature to identify best practices and characteristics of effective pregnancy prevention programs for AISD, (2) reports on the results of meetings that gathered recommendations for effective channels and media messages for pregnancy prevention among high school students in Central Texas, and (3) presents samples of social marketing media products developed for pregnancy prevention that can be used by AISD.^

Estudio del Fenómeno Social Media en las grandes corporaciones del sector TIC

Este trabajo trata el estudio de la implementación y desarrollo de las diversas plataformas del social media: redes sociales y del conocimiento, blogs y herramientas colaborativas en el ámbito corporativo de la empresa. El estudio recopila información de consultoras tecnológicas, de artículos y de diversas plataformas social media y se realiza una investigación sobre el tema planteado. Se incluye el análisis de 42 encuestas a profesionales de dos grandes empresas de las telecomunicaciones en España. Estas dos empresas cuentan una con cerca de 28000 empleados y la otra con más 300 empleados en sus filiales españolas. Ambas tienen una importante presencia internacional. Estas dos empresa se diferencian de otras empresas del sector de las telecomunicaciones en que están apostando en la implementación del social media en sus procesos internos. Además se incluye el estudio y análisis de las estadísticas de uso y de una series de encuestas realizadas en el muro de la red social corporativa de una multinacional de las telecomunicaciones durante tres meses. Se presenta una nueva cultura social de empresa innovadora en áreas como la gestión del conocimiento, comunicación interna, formación e innovación. Y se ofrece una visión cuantitativa y de la implantación del social media en los procesos de una empresa. Se desarrolla una exposición donde se detalla el proceso de estudio de las diferentes plataformas social media y áreas de aplicación en la empresa, el estudio de los aspectos legales de su aplicación y uso y la implementación y desarrollo. Asimismo se expone un análisis teórico-práctico del cálculo del retorno de la inversión (ROI) y por último un análisis de la información recopilada en las encuestas y en el estudio estadístico de la red social corporativa. Los datos de las encuestas fueron analizados mediante estadística descriptiva basada en gráficos y tablas de contingencia donde se calculan residuos y porcentajes totales para analizar la dependencia entre el social media, eficiencia, productividad y cuenta de resultados, además del análisis de la aportación del social media a la misión, comunicación interna y gestión del conocimiento en la empresa. También se realizan cálculos de distribuciones Chi-cuadrado para demostrar la dependencia del social media-productividad y del GAP que relaciona la importancia y el nivel de satisfacción del social media. En el análisis teórico-práctico se toman como parámetros los beneficios, costes, flexibilidad y riesgo. Los beneficios van ligados a la productividad, gestión del conocimiento, capital humano y procesos internos. Los costes a las licencias de software, administración, implementación y formación. A partir de estos parámetros se realizó el estudio de un modelo de empresa que representa a una gran empresa de las TIC en España. Los datos para el estudio son estimativos dentro de la realidad, debido a que la intención no es saber estos valores reales sino el estudio teórico-práctico del método y su aplicación para el calculo del ROI. El estudio estadístico del la red social se realizo durante tres meses y se obtuvo el progreso de uso de la red social en eventos tales como: número de participantes activos, mensajes publicados, archivos subidos, grupos activos y tipos y plataformas de acceso. Del estudio de los datos estadísticos de estos eventos se obtuvieron indicadores de participación, actividad y conocimiento de la red social que son útiles par el calculo del ROI. En conclusión, se demuestran las mejoras que ofrece el social media en campos como la comunicación interna, gestión del conocimiento, formación e innovación. Y gracias a estas mejoras el aumento de la productividad y eficiencia del profesional y asimismo un potencial retorno de la inversión (ROI). ABSTRACT. This paper deals with the study of the implementation and development of the different platforms of social media: social networks and knowledge, blogs and collaborative tools in the corporate enterprise level. The study collects information technology consulting, articles and several social media platforms and an investigation into the question raised is performed. Analysis of 42 surveys of professionals from two big companies telecommunications in Spain are included. These two companies have one about 28000 employees and another with more than 300 employees at its Spanish subsidiaries. Both have a strong international presence. These two companies differ from other companies in the telecommunications sector they are betting in the implementation of social media in their internal processes. Furthermore, the study and analysis of usage statistics and a series of surveys on the wall of the corporate social network of a multinational telecommunications is included for three months. A new social culture enterprise is presented innovative in areas such as knowledge management, internal communications, training and innovation. And a quantitative vision into implementation of social media in the processes of a company is offered. They develops an exhibition where shown the process of studying the different social media platforms and application areas in the company, the study of the legal aspects of your application and use and implementation and development. A theoretical and practical analysis also exposed of calculation of return on investment (ROI) and finally an analysis of the information collected in surveys and statistical study of corporate social network. The survey data were analyzed using descriptive statistics based on graphs and contingency tables where waste and total percentages are calculated for analyze the dependence between the social media, efficiency, productivity and income statement, plus analysis of the contribution of social media on the mission, internal communication and knowledge management in the company. Also Calculations of chi-square distributions are conducted to demonstrate the dependence between of productivity and social media and the GAP that relates the importance and satisfaction level in social media. The theoretical and practical analysis parameters are the benefits, costs, flexibility and risk. The benefits are linked to productivity, knowledge management, human capital and internal processes. The costs are linked the software licensing, management, implementation and training. Based on these parameters was performed the study of a business model that represents a large ICT company in Spain. The data for the study are estimates within the reality, because the intention is not to know these real values but the theoretical and practical study and application of the method for calculating the ROI. Statistical analysis of the social network was made during or three months and was obtained the progress of social network use at events such as: number of active participants, messages posted, files uploaded, active groups and types and access platforms. Into study of statistical data of these events were obtained indicators of participation, activity and knowledge of the social network that are useful for calculating the ROI. In conclusion, the improvements offered by the social media in areas such as internal communication, knowledge management, training and innovation are shown. And thanks to these improvements increase the productivity and efficiency of professional and also a potential return on investment (ROI).

Estudio del fenómeno Social Media en la pequeña empresa del sector TIC español

En un mundo en el que cada vez son más las personas que utilizan Internet para llevar a cabo sus comunicaciones y relaciones, tanto a nivel personal como profesional, las Redes Sociales se han convertido en una herramienta, para muchos imprescindible, de interacción social. A lo largo de este proyecto se realizará un análisis exhaustivo de las características del ya conocido como Fenómeno Social Media, para posteriormente centrar toda la atención en las ventajas y desventajas de dicha actividad en el ámbito empresarial. Dado que hasta el momento no se ha encontrado ningún otro estudio que trate el Fenómeno Social Media en la Pequeña Empresa del sector TIC español, el objetivo principal del proyecto se centra en conocer la influencia que las Redes Sociales están generando en la estrategia empresarial de dicho sector de empresas, cuyas características y particularidades hacen de ellas un modelo de negocio único y diferente y cuyo número se ha visto incrementado en los últimos años, debido quizás, a la situación de crisis que atraviesa el país. Para ello, se analizarán las ventajas e inconvenientes que se derivan de su uso, como afecta a la creación de valor, y, finalmente, cual es el nivel de implicación y/o inversión que la Pequeña Empresa ha adoptado al respecto. Dentro de este marco, se pretende realizar un énfasis especial en el concepto de cocreación de valor y sus variantes (Crowdsourcing, Open Innovation e Innovación Orientada por las Personas), que permita determinar el grado de importancia del usuario como generador de valor. Posteriormente, en la parte práctica, se llevará a cabo un amplio estudio de mercado, a partir de una encuesta online realizada a un conjunto de empresas, cuidadosamente seleccionadas de entre más de 100.000 compañías, según su sector de actividad, número de empleados y volumen de negocios anual, y cuyos resultados serán analizados con la intención de obtener una visión clara del comportamiento global de las empresas seleccionadas. Por último, tomaremos de referencia las dos últimas publicaciones anuales del “Observatorio sobre el uso de las Redes Sociales en las Pymes españolas” (2011 y 2013), estudios dedicados íntegramente a Redes Sociales y Pymes, y cuya información, junto con los resultados obtenidos de nuestro estudio, nos permitirán determinar la tendencia actual y futura, y en consecuencia, obtener las conclusiones oportunas que nos permitan dar respuesta a las cuestiones planteadas durante la realización del proyecto, y determinar si nos encontramos o no ante una verdadera fuente de éxito empresarial. ABSTRACT. In a world where more and more people are using the Internet to perform their communications and relationships, both personally and professionally, Social Networks have become a social interaction tool, indispensable for many people. Throughout this project we will perform a thorough analysis of the characteristics of the Social Media Phenomenon, focusing on the advantages and disadvantages of such activity in a business scope. Given that we have not found no study on the Social Media Phenomenon in Small Business of the Spanish ICT sector, the main objective of this project is to establish the influence that Social Networks are generating in the business strategy of this business sector, the characteristics and peculiarities that make them a unique and different business model and whose number has increased in recent years, perhaps due to the crisis the country is facing. To do this, we will discuss the advantages and disadvantages derived from its use, how it affects value creation, and finally, what is the level of involvement and / or investment that the Small Business has taken in this regard. In this context, we intend to make a special emphasis on the concept of value co-creation and its variants (Crowdsourcing, Open Innovation and People Oriented Innovation), to determine the degree of importance of the user to value generator. Subsequently, on the practical section, out a comprehensive market study will be carried, based on an online test to a group of enterprises, carefully selected from more than 100,000 companies, according to their sector of activity, number of employees and annual turnover, and the results will be analyzed with the intention to get a clear view of the selected company's overall performance. Finally, we will take as reference the last two annual publications of the "Observatory on the use of Social Networks in Spanish SMEs" (2011 and 2013), entirely dedicated to Social Media and SMEs studies, and whose information, together with the results obtained in our study will allow us to determine the current and future trends, and consequently, obtain the appropriate conclusions to respond to the raised questions throughout the project, and determine whether or not they are a real source of business success.

An introduction to flow and transport in fractal models of porous media: Part I

This special issue gathers together a number of recent papers on fractal geometry and its applications to the modeling of flow and transport in porous media. The aim is to provide a systematic approach for analyzing the statics and dynamics of fluids in fractal porous media by means of theory, modeling and experimentation. The topics covered include lacunarity analyses of multifractal and natural grayscale patterns, random packing's of self-similar pore/particle size distributions, Darcian and non-Darcian hydraulic flows, diffusion within fractals, models for the permeability and thermal conductivity of fractal porous media and hydrophobicity and surface erosion properties of fractal structures.

Cooperative ITS communications architecture: the FOTsis project approach and beyond

With the continuous development in the fields of sensors, advanced data processing and communications, road transport oriented intelligent applications and services have reached a significant maturity and complexity. Cooperative ITS services, based on the idea of sharing accurate information among road entities, are currently being tested on a large scale by different initiatives. The field operational test (FOTsis) project contributes to the deployment environment with services that involve a significant number of entities out of the vehicle. This made necessary the specification of an architecture which, based on the ISO ITS station reference architecture for communications, could support the requirements of the services proposed in the project. During the project, internal implementation tests and external interoperability tests have resulted in the validation of the proposed architecture. At the same time, these tests have had as a result the awareness of areas in which the FOTsis architecture could be completed, mainly to take full advantage of all the emerging and foreseeable data sources which may be relevant in the road environment. In this study, the authors will outline an approach that, based on the current cooperative ITS architecture and the SmartCities and Internet Of Things (IoT) architectures, can provide a common convergence platform to maximise the information available for ITS purposes.

Methods and Techniques for Segmentation of Consumers in Social Media

Los medios sociales han revolucionado la manera en la que los consumidores se relacionan entre sí y con las marcas. Las opiniones publicadas en dichos medios tienen un poder de influencia en las decisiones de compra tan importante como las campañas de publicidad. En consecuencia, los profesionales del marketing cada vez dedican mayores esfuerzos e inversión a la obtención de indicadores que permitan medir el estado de salud de las marcas a partir de los contenidos digitales generados por sus consumidores. Dada la naturaleza no estructurada de los contenidos publicados en los medios sociales, la tecnología usada para procesar dichos contenidos ha menudo implementa técnicas de Inteligencia Artificial, tales como algoritmos de procesamiento de lenguaje natural, aprendizaje automático y análisis semántico. Esta tesis, contribuye al estado de la cuestión, con un modelo que permite estructurar e integrar la información publicada en medios sociales, y una serie de técnicas cuyos objetivos son la identificación de consumidores, así como la segmentación psicográfica y sociodemográfica de los mismos. La técnica de identificación de consumidores se basa en la huella digital de los dispositivos que utilizan para navegar por la Web y es tolerante a los cambios que se producen con frecuencia en dicha huella digital. Las técnicas de segmentación psicográfica descritas obtienen la posición en el embudo de compra de los consumidores y permiten clasificar las opiniones en función de una serie de atributos de marketing. Finalmente, las técnicas de segmentación sociodemográfica permiten obtener el lugar de residencia y el género de los consumidores. ABSTRACT Social media has revolutionised the way in which consumers relate to each other and with brands. The opinions published in social media have a power of influencing purchase decisions as important as advertising campaigns. Consequently, marketers are increasing efforts and investments for obtaining indicators to measure brand health from the digital content generated by consumers. Given the unstructured nature of social media contents, the technology used for processing such contents often implements Artificial Intelligence techniques, such as natural language processing, machine learning and semantic analysis algorithms. This thesis contributes to the State of the Art, with a model for structuring and integrating the information posted on social media, and a number of techniques whose objectives are the identification of consumers, as well as their socio-demographic and psychographic segmentation. The consumer identification technique is based on the fingerprint of the devices they use to surf the Web and is tolerant to the changes that occur frequently in such fingerprint. The psychographic profiling techniques described infer the position of consumer in the purchase funnel, and allow to classify the opinions based on a series of marketing attributes. Finally, the socio-demographic profiling techniques allow to obtain the residence and gender of consumers.

Brackish groundwater desalination by reverse osmosis in southeastern Spain. Presence of emerging contaminants and potential impacts on soil-aquifer media

Desalinated brackish groundwater is becoming a new source of water supply to comply with growing water demands, especially in (semi-) arid countries. Recent publications show that some chemical compounds may persist in an unaltered form after the desalination processes and that there is an associated risk of mixing waters with different salinity for irrigation. At the university of Alicante campus (Spain), a mix of desalinated brackish groundwater and water from the existing aquifer is currently applied for landscape irrigation. The presence of 209 emerging compounds, surfactants, priority substances according to the 2008/105/EC Directive, 11 heavy metals and microbiological organisms in blended water and aquifer samples was investigated. Thirty-five compounds were detected (pesticides, pharmaceuticals and surfactants) among them two priority substances α-endosulfan and Ni were found above the permitted maximum concentration. Blended water used for landscape irrigation during the summer period is supersaturated with respect to carbonates, which may ultimately lead to mineral precipitation in the soil-aquifer media and changes in hydraulic parameters.

A review on political analysis and social media

En los países democráticos, conocer la intención de voto de los ciudadanos y las valoraciones de los principales partidos y líderes políticos es de gran interés tanto para los propios partidos como para los medios de comunicación y el público en general. Para ello se han utilizado tradicionalmente costosas encuestas personales. El auge de las redes sociales, principalmente Twitter, permite pensar en ellas como una alternativa barata a las encuestas. En este trabajo, revisamos la bibliografía científica más relevante en este ámbito, poniendo especial énfasis en el caso español.