Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns

A era digital viu a ascensão da empresa focada no consumidor. Todos os dias, marcas e produtos são objeto de milhões de conversas em que os consumidores trocam pontos de vista, opiniões e informações antes de tomar a decisão de compra. Os profissionais de marketing entenderam a importância do boca a boca como um novo canal de comunicação estratégica e começaram a ancorar técnicas de boca a boca à estratégia de marketing global. A propaganda tornou-se um negócio de conversa: o novo desafio do marketing é criar um conteúdo envolvente e compartilhável que possa expandir e ressoar dentro de redes de sociais de consumidores. Quanto mais as pessoas falam sobre a sua marca, mais a probabilidade de ganhar a competição dura e aumentar as vendas. Mas como o boca a boca funciona? O que faz uma campanha de marketing um sucesso viral? Este trabalho tem como objetivo fornecer uma análise abrangente da teoria de marketing de boca a boca e usa um modelo descritivo para investigar as variáveis-chave de campanhas bem-sucedidas de marketing viral, a fim de proporcionar insights e sugestões para as práticas de marketing viral.

Factors affecting nucleolytic efficiency of some ternary metal complexes with DNA binding and recognition domains. Crystal and molecular structure of Zn(phen)(edda)

The binding selectivity of the M(phen)(edda) (M = Cu, Co, Ni, Zn; phen = 1,10-phenanthroline, edda = ethylenediaminediacetic acid) complexes towards ds(CG)(6), ds(AT)(6) and ds(CGCGAATTCGCG) B-form oligonucleotide duplexes were studied by CD spectroscopy and molecular modeling. The binding mode is intercalation and there is selectivity towards AT-sequence and stacking preference for A/A parallel or diagonal adjacent base steps in their intercalation. The nucleolytic properties of these complexes were investigated and the factors affecting the extent of cleavage were determined to be: concentration of complex, the nature of metal(11) ion, type of buffer, pH of buffer, incubation time, incubation temperature, and the presence of hydrogen peroxide or ascorbic acid as exogenous reagents. The fluorescence property of these complexes and its origin were also investigated. The crystal structure of the Zn(phen)(edda) complex is reported in which the zinc atom displays a distorted trans-N4O2 octahedral geometry; the crystal packing features double layers of complex molecules held together by extensive hydrogen bonding that inter-digitate with adjacent double layers via pi...pi interactions between 1,10-phenanthroline residues. The structure is compared with that of the recently described copper(II) analogue and, with the latter, included in molecular modeling. (C) 2008 Elsevier B.V. All rights reserved.

Synthesis and characterization of mono and polymeric cyclopalladated compounds: Crystal and molecular structure of [{Pd(dmba)(ONO2)}(2)(mu-pz)] center dot H2O (pz = pyrazine)

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Synthesis, electrochemical behavior and X-ray crystal and molecular structures of [Fe(diene)(CO)(2)PPh3] (diene = chalcone, sorbic acid)

The compounds [Fe(ch)(CO)(2)PP3] (1) (ch = chalcone) and [Fe(sba)(CO)(2)PPh3] (2) (sba = sorbic acid) were prepared by irradiating the tetracarbonyltriphenylphosphineiron(0) complex in benzene in the presence of ch or sba. The compounds were characterized by infrared and P-31 NMR spectroscopies. Their electrochemical behavior was investigated by cyclic voltammetry and the results suggest that their oxidations occur by more than one electrochemical step, producing free ch and sba, free PPh3 and solvated Fe(III). It was observed that sba ligand contributes more effectively to the stabilization of metal center in these complexes, the X-ray crystal and molecular structures of 1 and 2 were determined; it was shown that the Fe atom adopts a distorted octahedral coordinated geometry in which three of the sites are occupied by the ch or sba ligand. The [Fe(ch)(CO)(2)PPh3] complex is a monomer and the unit cell of complex 2 contains exist two identical and crystallographically independent molecules of [Fe(sba)(CO)(2)PPh3] which are linked by short hydrogen bonds O-H . . .O (C) 2001 Published by Elsevier B.V. Ltd.

REACTIONS OF MERCURIC ACETATE WITH PENTACARBONYLIRON IN ALCOHOLS - CRYSTAL AND MOLECULAR-STRUCTURES OF HG[FE(COOR)(CO)(4)](2) (R=CH3, C2H5)

Reactions of Hg(CH3COO)(2) with [Fe(CO)(5)] in MeOH and EtOH lead to the compounds Hg[Fe(COOR)(CO)(4)](2) (I for R = CH3 and II for R = C2H5). Crystals of I are triclinic, P (1) over bar, with a = 6.272(2), b = 6.441(3), c = 11.703(4) Angstrom, a = 92.94(3)degrees, beta = 103.77(3)degrees, gamma = 96.10(2)degrees, and Z = 1. Crystals of II are tetragonal, I4(1)/a, with a = 17.906(3) Angstrom, c = 12.756(2) Angstrom, and Z = 8. The geometry around Hg is linear for compound I and approximately linear for compound II. The Hg-Fe distances are 2.5716(8) and 2.575(4) Angstrom for compounds I and II, respectively. The geometry around the Fe in both compounds is approximately octahedral. The carboalkoxy group is cis to Hg in both compounds with Fe-C distances equal to 2.034(6) and 2.05(4) Angstrom for compounds I and II, respectively.

Mono- and dinuclear palladium(II) compounds containing nitrogen ligands. Crystal and molecular structure of [Pd(N,C-dmba)(NCO)(2,3-lut)] and [Pd(H2CCOMe)Cl(2,2 '-bipy)]

The cyanate-bridged cyclopalladated compound [Pd(N,C-dmba)(mu-NCO)](2) (1) (dmba = PhCH2NMe2) reacts in CH2Cl2 with 2,3-lutidine (2,3- lut), 3,4-lutidine (3,4-lut), 2,2'-bipyridine (2,2'-bipy) and 4,4'-bipyridine (4,4'-bipy), to give [Pd(N, C-dmba)(NCO)(2,3-lut)] (2), [Pd(N,C-dmba)(NCO)(3,4-lut)] (3), [{Pd(N,C-dmba)(NCO)}(2)(mu-2,2'-bipy)] .CH2Cl2 (4) and [{Pd(N,C-dmba)(NCO)}(2)(mu-4,4'-bipy)] . CH2Cl2 (5), respectively. The compounds were characterized by elemental analysis, i.r. and n. m. r. spectroscopy and also by t.g.a. The i.r. spectra of (2 - 5) display typical bands of monodentate N-bonded cyanate groups, whereas the n. m. r. data of (4) are consistent with the presence of a bridging 2,2'-bipyridine ligand. Complex (4) decomposes slowly in acetone. One of the products formed, [Pd(H2CCOMe) Cl(2,2'-bipy)] (6), was characterized by X-ray diffraction. As inferred from the t.g.a., the thermal stability decreases in the order: [{Pd(N,C-dmba)(NCO)}(2) (mu-4,4'-bipy)]. CH2Cl2 (5) > [Pd(N,C-dmba)(2,3-lut)( NCO)] (2) = [Pd(N, C-dmba)(3,4-lut)(NCO)] (3) > [{Pd(N,C-dmba)(NCO)}(2)(mu- 2,2'-bipy)] .CH2Cl2 (4). According to thermal analysis and X-ray diffraction patterns compounds (2 - 3) decompose into metallic palladium Pd(0), whereas (4 - 5) decompose with the formation of PdO. The X-ray crystal and molecular structure of [Pd(N, C-dmba)( NCO)(2,3-lut)] (2) was determined. The lutidine unit is perpendicular to the coordination plane.

Mixed pseudohalide complexes of copper(II). Crystal and molecular structure of [Cu(N-3)(NCS)(tmen)](n) and of [Cu(N-3)(NCO)(tmen)]2 (tmen = N,N,N ',N '-tetramethylethylenediamine)

The compounds [Cu(N-3)(NSC)(tmen)](n) (1), [Cu(N-3)(NCO)(tmen)](n) (2) and [Cu(N-3)(NCO)(tmen)](2) (3) (tmen = N,N,N',N'-tetramethylethylenediamine) were synthesized and studied by i.r. spectroscopy. Single crystals of compounds (1) and (3) were obtained and characterized by X-ray diffraction. The structure of compound (1) consists of neutral chains of copper(II) ions bridged by a single azido ligand showing the asymmetric end-to-end coordination fashion. Each copper ion is also surrounded by the other three nitrogen atoms: two from one N,N,N',N'-tetramethylethylenediamine and one from a terminal bonded thiocyanate group. Compound (2) decomposes slowly in acetone and the product formed [Cu(N-3)(NCO)(tmen)](2) (3) crystallizes in the monoclinic system (P2(1)). The structure of (3) consists of dimeric units in which the Cu atoms are penta-coordinated and connected by p(1,3) bridging azido and cyanate ligands. In both cases the five coordinated atoms give rise to a slightly distorted square-based pyramid coordination geometry at each copper ion. The thermal behavior of [Cu(N-3)(NSC)(tmen)](n) (1) and [Cu(N-3)(NCO)(tmen)](n) (2) were investigated and the final decomposition products were identified by X-ray powder diagrams.

The use of somatosensory information during the acquisition of independent upright stance

This study investigated developmental changes in the use of a contact surface during the acquisition of upright posture. Standing infants were longitudinally examined at four developmental epochs: pulling to stand (PS); standing alone (SA); walking onset (WO); and 1.5 months post-walking (PW). The results revealed that as standing experience increased the force applied to the contact surface by the hand and the body sway decreased. Applied force and body sway were consistently related in the anterior-posterior direction (r approximate to 0.65). Temporally, body sway led applied force (approximate to 45 ms) at the PS, SA, and WO developmental periods. However, at PW, the temporal relationship reversed and applied force led body sway (approximate to 140 ms). These results indicate that initially infants use surface contact for mechanical purposes but later for orientation information that affords prospective control of posture.

Effect of the chronological age and sexual maturation on the time to exhaustion at maximal aerobic speed

The purposes of this study were: a) to verify the effect of chronological age and sexual maturation on the time to exhaustion at VO(2)max (t(lim)) and; b) to examine the reproducibility of t(lim) in boys aged 10-15 years. Forty boys, divided into 4 groups, in accordance to the chronological age (G10-12 and G13-15) and sexual maturation (P1-P3 and P4-P5 levels for pubic hair), performed the following tests: 1) incremental test for determination of VO(2)max and; 2) all-out exercise bout performed at VO(2)max to determine the t(lim). There was no difference of t(lim) (sec) between G10-12 and G13-15 (181.5 +/- 96.3 vs. 199 105.5). While the two measures of t(lim) were moderately related (r = 0.78), t(lim) from the second test (226.6 +/- 96.1 s) was higher than that of the first (191.3 +/- 79.2 s). We can conclude that the t(lim) is not influenced by chronological age and sexual maturation. Besides, t(lim) presents a lower reproducibility in children and adolescents.

Crystal and molecular structures of 4-substituted 3,4-dihydropyrimidin-2(1H)-ones studied by X-ray and AM1 and B3LYP calculations

(1) C13H13N3O5, Mr = 291.26, P (1) over bar, a = 7.4629(9), b = 7.9203(9), c = 12.126(2) angstrom, alpha = 86.804(5), beta = 78.471(7), gamma = 69.401(8)degrees, V = 657.3(2)angstrom(3), Z = 2, R-1 = 0.0454; (2) C11H12N2O4, Mr=236.23, Pbca, a=7.2713(9), b=14.234(1), c=20.848(3)angstrom, V= 2157.8(4) angstrom(3), Z=8, R-1=0.0504; (3) C13H13N2O3Cl, Mr = 280.70, P2/n, a = 17.344(2), b = 9.237(1), c = 18.398(2) angstrom; beta = 92.61(2)degrees, V = 2944.4(6) angstrom(3), Z = 8, R-1 = 0.0714. The conformational features of three 4-substituted-3-4-dihydropyrimidin-2(1H)-ones were investigated by computational and single crystal X-ray crystallographic studies. The geometries were optimized using semiempirical (AM1) and first principle calculations (B3LYP/6-31G**) methods, the rotational barriers for important functional groups were studied. In all structures the pyrimidinone rings are in a more or less distorted boat conformation. The phenyl and the furane rings are almost perpendicular to the best least-squares plane through the dihydropyrimidinone ring.

Birth of a closed universe of negative spatial curvature

We propose a modified form of the spontaneous birth of the universe by quantum tunneling. It proceeds through topology change and inflation, to eventually become a universe with closed spatial sections of negative spatial curvature and nontrivial global topology.

Crystal and supramolecular structures of dysprosium(III) 2-methoxybenzoate tetrahydrate

The compound dysprosium(III) 2-metoxybenzoate, {[Dy(2-MeO-Bz)2μ-(2-MeO-Bz)(H2O)2]2·4H2O}n (2-MeO-Bz = 2- methoxybenzoate), was synthesized from a reaction mixture containing DyCl3 and Na(2-MeO-Bz), and characterized by single-crystal X-ray diffraction. The molecular structure showed dinuclear units in which each Dy(III) ion is coordinated by nine oxygen atoms. The carboxylato groups are bound to the dysprosium centers in two modes: bidentate chelating and tridentate chelating-bridging. Besides this, the occurrence of hydrogen bonds involving a coordinated water molecule and carboxylato groups leads to the formation of helicoidal chains along the crystal lattice, resulting in a supramolecular one-dimensional polymer. 2008 © The Japan Society for Analytical Chemistry.

Crystal and molecular structure of dinuclear palladium(II) complex containing nitrogen and phosphorus donor ligands, [Pd2(N3)4(PPh3)2(μ-ted)]

The dinuclear azido-palladium(II) complex [Pd2(N3)4(PPh3)2(μ-ted)], where PPh3 = triphenylphosphine and ted = triethylenediamine, was synthesized and characterized by single-crystal X-ray diffraction. The title compound was crystallized in a triclinic system, space group P1 with a = 11.5875(2)Å, b = 13.0817(3)Å, c = 15.2618(3)Å, α = 93.306(2)°, β =110.040(1)°, γ = 98.486(1)°, V = 2134.95(8)Å3, Z = 2. Each Pd(II) center displays a distorted squareplanar coordination environment formed by two N atoms from two trans terminally coordinated azido groups, one P atom from the phosphine and one N atom from the bridging ted ligand. 2008 © The Japan Society for Analytical Chemistry.

Monitoring of the Plan of Action eLAC2010: Advances and challenges of the information society in Latin America and the Caribbean

Includes bibliography

Benchmarking the plan of action of the World Summit on the Information Society (WSIS) in Latin America and the Caribbean (version 3.0)

Includes bibliography