The impact of content marketing on attitudes and purchase intentions of online shoppers : the case videos & tutorials and user-generated content

This thesis was written as part of a Double-Degree Masters program in Management, with focus in Marketing. Aligned with the nature of the degree, this study aims to be a useful tool for managers and marketers, which conduct business online. This thesis is a study of Content Marketing in the content of online commercial product pages. Its aim is to understand how to use content marketing to drive conversion, by understanding consumer attitudes and purchase intention towards content. A in-depth study of existing theories and exploratory primary research was developed in other to attain these objectives. Business-to-consumer electronic commerce (B2C e-commerce) has provided consumers and online retailers with a more effective medium to perform online transactions through commercial websites. Although consumers have realized that the benefits of online shopping; such as time saving, minimizing effort, convenience, broader selection, and wider access to information, they are still greatly unwilling to shop online. Consumers shop essentially for two motives, to meet experiential (fun) or goal-oriented (efficiency) needs (Wolfinbarger & Gilly, 2001). The information provided by content marketing seeks to focus on consumers need for information and entertainment, instead of focusing on the brand. Thus, it is expected that the type of content format will have different effects on the attitudes and purchase intention on the online shopper, depending on the online shopping purpose. Concretely, a goal-oriented shopper should find user generated content (UGC) to be more valuable content formats, since they decrease the amount of search effort. While on the other hand, videos & tutorials (VT) might be perceived as more valuable for a consumer looking to spend time and being entertained through online shopping. The exploratory research was characterized by a survey experiment with online consumers. Participants were exposed to stimuli of content marketing tested according to their attitudes and purchase intention. The focus was to understand the impact of two different content marketing tactics—User-generated content and Videos & Tutorials—on attitudes and purchase intentions and how they interact with content complexity. The results indicate that content marketing in commercial product pages is relevant in driving consumer attitudes and purchase intentions. Consumers are not motivated by a specific content marketing tactic, unless that content has a certain level of complexity. In that case, Ur-Generated Content becomes a relevant tactic in product pages, however VT is not.

Teamwork in academia: an empirical study

The Bologna Process introduced some changes in the curriculum of higher education institutions (HEIs) and defined that academic learning should consider the needs of the labour market. HEIs and employers agree that personal skills are the most important set of competence of graduates (Pavlin, Akkuyunlu, Kovacic, & Svetlik, 2009). The goals of this work were to explore how the work experienced by teams of students in HEIs might help them improve their personal skills, namely empirically explore the perception of teamwork and personality into two groups of students. The study was based on the theoretical model of Team Evolution and Maturation (TEAM, Fransen, 2012). The sample consisted of 99 students of the 3rd year of the degree (1st cycle) in Computer Science (49 students) and the 2nd year of the Bachelor's Degree (1st cycle) in Psychology (50 students), from the University of Madeira, Portugal. Areas of personality and team collaboration were evaluated with a Pre- and Post-test. Findings show that the perception of the teamwork collaboration of students in Computer Science and Psychology majors seems to be influenced by their scientific area, by gender, by the selection method of the time-organiser, the self-perceived personality of the time-organiser, the self perceived personality of the non-time-organiser, and the size of the team. It is expected that this data will contribute to further theoretical and practical reflection on the teamwork among college students and their performance in the labour market.

Práticas etnomatemáticas no Liceu do Paracuri :a propósito dos ornamentos geométricos da cerâmica

The present study analyzes the ethnomatematics practices presents in the creation of the geometric ornaments of the icoaraciense ceramic, originated and still practiced in the neighborhood of Paracuri, District of Icoaraci, belonging to Belém, capital of the State of Pará/Brasil. The object of our study was centered at the workshops supplied by the artisans master of the School of Arts and Occupations, Master Raimundo Cardoso. Referred school provides to its students, formation at fundamental level as well professional formation, through vocational workshops that help to maintain alive the practice of the icoaraciense ceramic. Our interest of researching that cultural and vocational practice appeared when we got in touch with that School, during the development of activities of a discipline of the degree course of mathematics. In order to reach our objective, we accomplished, initially, a research about the icoaraciense ceramic historic, since the first works with the clay until to the main characteristics of that ceramic. Soon afterwards, we discussed on ethnomatematics, culture, knowledge, cognition and mathematical education. At the end, we analyzed the creation of the geometric ornaments of the icoaraciense ceramic, considering the proportion concepts, symmetry and some geometry notions, that are used by the artisans when they are ornamenting the pieces of that ceramic. We verified that, in spite of the artisans, usually, do not demonstrate to possess a bit of domain on the mathematical concepts that they are working with, for instance, the ones of translaction symmetry, rotation and reflection, they demonstrate full safety in the use of those concepts, as well as the capacity to recognize them, even if in a singular specific and very peculiar way, what opens the possibility of a partnership among mathematics teachers and master-artisans of the archeological ceramic and icoaraciense workshops

O Uso de operações linguístico-discursivas da crítica genética na reescritura de textos

As a professor in Curso de Licenciatura em Letras, from Campus Avançado Profa Maria Eliza Albuquerque Maia (CAMEAM),do Estado do Estado do Rio Grande do Norte (UERN), in the town of Pau do Ferros, in the state of Rio Grande do Norte, we had the chance to carry out several writing activities , as well as guiding re-writing activities for the texts produced. From this experience, we started looking at the need of reflecting upon the writing process in higher education. Thus, we aim at analyzing, in this research, the methodology used in the moment of carrying out the writing practices activities in higher education, investigating, in particular, the rewriting practices, concerning the operations used for carrying out such activities, as well as the sense effects produced from the alterations which were made in the texts. Our theoretical foundation is grounded on a conception of text as a verbal action , what reveals a socio-interactional view of the language (MARCUSCHI, 2008; SAUTCHUK, 2003). As the production of written texts, our research focus, we assume that, for this activity, we deal with distinct figures (active writer and internal reader), so that we can, apart from writing, reflecting upon our writing and, this way, deciding about operations which are carried out to make the alterations which are necessary to the rewriting of our texts (SAUTCHUK, 2003). Still about the theoretical foundations used in this research, we made use of the theories from the Textual Analysis of Discourse (TAD) which discusses the belief on the evidence on the existence of the texts, which is opposite to the fixist view of textuality which believes that the texts exist by themselves. (ADAM, 2008; [2005]2010). Under this perspective, we have also adopted, the concepts which come from genetics criticism which is concerned about the relation between text and genesis, using as objects documents which bring traits of the text in progress, on the ground that the text is the result of work in progress, and the writing practice, on the other hand, as an activity in a continuous movement (HAY, [1975]2002; DE BIASI, [2000]2010; GRÉSILLON, 1989; [1990]2008; [1992]2002; SALLES, 2008a). The methodology in this research is an ethnography-based one, an approach which focuses on the process, as well as is meaning-based. To understand the objectives proposed in our research, we made use of different procedures of collecting data which include an ethnographic study, such as: observation, note-taking, document analysis. The data which were analyzed were collected during the semester of 2008.2, in a first term classroom of Curso de Letras from CAMEAM, when we were able to collect twenty-one written texts and all of them were rewritten based on rewriting activities, what provides a corpus of forty-two texts which will be analyzed based on the linguistics operations identified by Generative Grammar and adopted by Lebrave and Grésillon (2009). From these analyses, we were able to confirm that writing is a process, and rewriting has become an extremely important activity for this process. Still due to these data, we observed that substitution was the most used operation by text authors. We believe that this result is justified by the fact that the substitution, according to what proposes the Genetic Criticism, constitutes the source of all erasure, from which one can easily make a change in writing. Regarding the operations of addition and deletion, we found that they were used in quantitative terms, almost equivalently, which can be explained when we see that the two operations require, by the author of the text, different strategies from those used for the replacement, what includes , respectively, adding or removing a segment. Finally, we found out that the shift operation was the least used, since it works with a segment that will not be replaced, added or deleted, but transferred to another place of text, which requires a greater ability of the author to perform this operation and not compromising the meaning of his/her writing. As a result, we hope to contribute to the reflection on the teaching of writing, considering, in a particular way, those with a Bachelor in Arts. Our analysis will contribute to the teaching of Portuguese language, specifically for activities that guide the production of texts in order to explore with students the ability to rewrite their own text

Setting time and thermal expansion of two endodontic cements

The purpose of this study was to evaluate the setting time and the thermal expansion coefficient of 2 endodontic cements, MTA-Angelus and a novel cement called CER. The setting time was determined in accordance to ANSI/ADA specifications no. 57. Three samples of 10 mm diameter and 2 mm thickness were prepared for each cement. The thermal expansion measurements were performed by strain gauge technique. Four samples of each cement were prepared using silicone rings of 5 mm diameter and 2 mm thickness. The data were analyzed statistically using the Student t test. The setting time obtained for the MTA-Angelus and CER cements was 15 (SD 1) min and 7 (SD 1) min, respectively. The linear coefficient of thermal expansion was 8.86 (SD 0.28) mu strain/degrees C for MTA-Angelus and 11.76 (SD 1.20) mu strain/degrees C for CER. The statistical analysis showed significant difference (P < .05) in the setting time and linear coefficient of thermal expansion between the 2 cements. The CER cement has a coefficient of expansion similar to dentin, which could contribute to a decrease of microleakage degree.

Ensino superior em Turismo: uma análise da relação dos cursos acadêmicos de Turismo da cidade do Natal-RN e o mercado de trabalho na percepção dos egressos dos anos de 2009 e 2010

The process of development of any area is closely linked to teaching and research, and in Tourism it is not different. Thus, in this area in which service is one of the factors intrinsically related to its success , it is observed the need for people with deep and critical training in the various aspects of this activity acting in this sector. However, we can see the existence of some differences between what is offered by the academy from what is required by the market. Therefore, the objective of this research is to verify the relationship between higher education in Tourism and labor market through the perception of the bachelor in this area, graduated in Natal-RN, since it is the tourismologist who makes the link between this two fields. To know the perception of these tourismologists, it was necessary to apply a questionnaire to those ones graduated in the years 2009 and 2010. In accordance with the aim of this study, this research was exploratory-descriptive. Related to the technical procedures, it was a documentary, literature and field research. To have it analyzed, some qualitative and quantitative techniques were applied according to our specific objectives and the types of data collected, such as: content analysis, factorial analysis to synthesize the information and identify the basic dimensions that represent the different variables studied, the standard deviation to verify the variation of the responses in some items and the correlation technique that allows the analysis of the relationship between two variables. In response to the objectives proposed here, we could finally conclude that: the syllabuses of these courses are too general and the graduates themselves consider them so. It was diagnosed that the graduates 1) are mostly female, 2) a very small part of them is working in the area that they are graduated in, and 3) not all of them receive satisfactory wages which contributes to having a negative view of their degree course. Moreover, the educational institution where they studied was not a decisive factor to get a job. It was still diagnosed that most part of them do not have positive perceptions when thinking about the future of their careers as bachelors in Tourism. Many of them, including, if it was possible to change something in their careers so far, they could have chosen another college degree. It was found that, although there is a negative perception about their professional future, almost half of them believe that the course met the needs of the market. However, those ones that are not working have a more positive point of view related to the applicability of higher education. On the other hand, the other ones who already worked in this area have a more negative perception about it and do not believe that the course meets the market's needs. In summary, this study allowed the understanding of the existence of some gaps that exist between higher education in Tourism and the market needs, professionally speaking, thus contributing to the spreading of ideas on that subject for teachers, researchers and the current and future students of the area.

Activity pattern of Cuniculus paca (Rodentia: Cuniculidae) in relation to lunar illumination and other abiotic variables in the southern Brazilian Amazon

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Interfacial concentrations of chloride and bromide in zwitterionic micelles with opposite dipoles: Experimental determination by chemical trapping and a theoretical description

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Effects of Chamomilla recutita (L.) on oral wound healing in rats

Objectives. The purpose of this study was to evaluate the effect of Chamomilla recutita on the healing of ulcers in rats.Study Design. A 5-mm wound was inflicted on the tongue of 36 rats. Treatment group animals were treated topically with 0.04 mL/day of chamomile ointment, whereas control group animals were not treated. Animals were sacrificed after 3, 7 or 10 days. Semi-quantitative analysis of the degree of inflammation, fibroblast count and wound size was performed, as well as histometric analysis of re-epithelialization and percentage of collagen fibers of the lesion.Results. Animals treated with chamomile showed the best results regarding epithelialization and percentage of collagen fibers after 10 days. As expected, time had a statistically significant effect (p<0.05) on fibroblast count, epithelialization, inflammation and wound size; animals sacrificed at 3 days showed the worst results.Conclusions. Chamomile stimulated re-epithelialization and the formation of collagen fibers after 10 days of treatment; it did not, however, influence inflammation or fibroblast count.

Epidemiology of fluorosis and dental caries according to different types of water supplies

O objetivo do presente artigo é investigar a relação fluorose/cáries em escolas, de acordo com o nível de fluoreto no abastecimento público de água. A amostra consistiu em 360 alunos de doze anos de idade, de ambos os sexos, que frequentam as escolas próximas da região em que nasceram. As escolas foram classificadas em três grupos de acordo com a presença de fluoreto no abastecimento de água: 1) fluoretação na Estação de Tratamento de Água (ETA); 2) fluoretação direta em poços; e 3) áreas não fluoretadas (ANF). Os testes deχe de Goodman (significância = 5%) foram utilizados para avaliar a associação entre a origem da água e o grau de fluorose. Os resultados mais predominantes foram presença de cáries em toda a amostra (P<0,05); ausência de fluorose em ambos gêneros, para indivíduos brancos e aqueles vivendo em áreas abastecidas com água fluoretada diretamente de poços e não fluoretadas (P<0,05). Não houve diferença no grau de severidade da fluorose entre as fontes de abastecimento de água (P>0,05). As cáries ainda são uma importante questão nessa população, apesar do estabelecimento de medida preventiva. A observação da fluorose em alunos vivendo em áreas não fluoretadas confirma a presença de outras fontes de fluorose.

Influence of used frying oil quality and natural tocopherol content on oxidative stability of fried potatoes

Sunflower oil (SO) and high-oleic sunflower oil (HOSO) were used to prepare fried potatoes by either discontinuous or continuous laboratory frying. Fried potatoes that had been fried in oils of differing quality were stored at 60 degrees C for up to 30 d and evaluated for polar compounds, polymers, peroxide value, oil stability index, and alpha-tocopherol content. Results obtained through the various methods applied were consistent and indicated that the length of the induction period could not be explained only on the basis of the degree of unsaturation or polar compound levels in fried potatoes before storage. alpha-Tocopherol content also had a significant influence as potatoes fried in HOSO, with 16% polar compounds and only 10 mg/kg alpha-tocopherol at the starting point of storage, were oxidized more rapidly than potatoes fried in SO with a comparatively higher degradation level, 19% polar compounds, and 100 mg/kg alpha-tocopherol.

A laser-induced fluorescence spectroscopic study of organic matter in a Brazilian Oxisol under different tillage systems

Laser-induced fluorescence (LIF) spectroscopy has been proposed as new method for determining the degree of humification of organic matter (OM) in whole soils. It can be also used to analyze the OM in whole soils containing large amounts of paramagnetic materials, and which are neither feasible to Electron Paramagnetic Resonance (EPR) nor to C-13 Nuclear Magnetic Resonance (NMR) spectroscopy. In the present study, 3 LIF spectroscopy was used to investigate the OM in a Brazilian Oxisol containing high concentration of Fe+3. Soil samples were collected from two areas under conventional tillage (CT), two areas under no-till management (NT) and from a non-cultivated (NC) area under natural vegetation. The results of LIF spectroscopic analysis of the top layer (0-5 cm) of whole soils showed a less aromatic OM in the non-cultivated than in the cultivated soils. This is consistent with data corresponding to HA samples extracted from the same soils and analyzed by EPR, NMR and conventional fluorescence spectroscopy. The OM of whole soils at 5-10 and 10-20 cm depth was also characterized by LIF spectroscopy.Analysis of samples of NT and NC soils showed a higher OM aromatic content at depth. This is a consequence of the accumulation of plant residues at the soil surface in quantities that are too large for microorganisms to metabolize fully, thus, resulting in less aromatic or less hurnified humic substances. In deeper soil layers, the input of residues was lower and further decomposition of humic substances by microorganisms continued, and the aromaticity and degree of humification increased with soil depth. This data indicates that the gradient of humification of OM in the NT soil was similar to those observed in natural soils. Nevertheless, the degree of humification of the OM in the soils under no-till management varied less than that corresponding to non-cultivated soils. This may be because the former have been managed under these practices for only 5 years, in contrast to the continuous humification process occurring in the natural soils. on the other band, LIF spectroscopic analysis of the CT soils showed less pronounced changes or no change in the degree of humification with depth. This indicates that the ploughing and harrowing involved in CT lead to homogenization of the soil and thereby also of the degree of humification of OM throughout the profile. (c) 2006 Elsevier B.V. All rights reserved.

IDENTIFICATION OF A PUTATIVE MEMBRANE-INSERTED SEGMENT IN THE ALPHA-TOXIN OF STAPHYLOCOCCUS-AUREUS

To gain a fuller understanding of the regions of the Staphylococcus aureus alpha-toxin important in pore formation, we have used Forster dipole-dipole energy transfer to demonstrate that a central glycine-rich region of alpha-toxin (the so-called ''hinge'' region) inserts deeply into the bilayer on association of toxin with liposomes. Mutant alpha-toxins with unique cysteine (C) residues at positions 69 and 130 [Palmer, M., et al. (1993) J. Biol. Chem. 268, 11959) were reacted with the C-specific fluorophore acrylodan, which acted as an energy donor. The chosen acceptor was N-(7-nitrobenz-2-oxa-13-diazol-4-yl)-1,2-bis(hexadecanoyl) -sn-glycero-3-phosphoethanolamine (NBD-PE). Measurement of the degree of donor quenching with increasing NBD-PE in the inner bilayer leaflet enables the distance of closest approach between donor and acceptor to be estimated. For toxin labeled with acrylodan at position 130 (in the hinge region), this distance is approximately 5 +/- 2 Angstrom, showing that the probe is close to the inner surface of the liposomes. A second probe labeled at position 69 (in the N-terminal domain) shows negligible energy transfer, indicating a distance of closest approach >40 Angstrom. This implies that this N-terminal region remains ''outside'' the liposome. We propose a model in which the central region of the alpha-toxin inserts into the membrane and possibly participates in forming the wall of the pore.

Integration of polyharmonic functions

The results in this paper are motivated by two analogies. First, m-harmonic functions in R(n) are extensions of the univariate algebraic polynomials of odd degree 2m-1. Second, Gauss' and Pizzetti's mean value formulae are natural multivariate analogues of the rectangular and Taylor's quadrature formulae, respectively. This point of view suggests that some theorems concerning quadrature rules could be generalized to results about integration of polyharmonic functions. This is done for the Tchakaloff-Obrechkoff quadrature formula and for the Gaussian quadrature with two nodes.

Effects of Incubation Temperature and Relative Humidity on Embryonic Development in Eggs of Red-Winged Tinamou (Rhynchotus rufescens).

This study was conducted to assess the effects of incubation temperature (34 C, 36[degree]C and 38[degree]C) and relative humidity (RH, 50% and 60%) on egg weight loss, embryo mortality, hatchability, incubation time and chick weight in eggs from red-winged tinamou. The eggs were placed in incubators that were operated at 34[degree]C, 36[degree]C, or 38[degree]C and 50% or 60% RH (mean wet bulb temperatures of 28[degree]C and 30[degree]C, respectively) from day 1 to hatching. Each treatment had two replicate groups of 30 eggs each. Hatchability varied with incubation temperature and RH and was highest for eggs incubated at 36[degree]C and 60% RH and lowest for eggs incubated at 38[degree]C. Early, intermediate and late embryo mortality were highest at 38[degree]C, 38[degree]C/50% RH, and 50% RH, respectively. Incubation period was longest at 34[degree]C and shortest at 38[degree]C/50% RH. Present results show the highest hatchability of red-winged tinamou eggs after incubation at 36[degree]C and 60% RH; highest embryo sensitivity to high temperature in the early period of incubation (1 to 7 days), to high temperature and low RH in the second period of incubation (8-14 days) and to low RH in the late period of incubation (after 15 days) and shortest incubation period with increasing temperature and RH.