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.

Social fabrics

Existing wearable computing research and indeed commercial products, have explored how to control phones and music players in pockets. They have typically relied on interaction via simple flexible button sensors. This thesis proposes, design and develops new ways of interacting which explore the potential of clothes, such as pulling or stretching. Its aim to present and demonstrate the value of embodied and intuitive inputs based on standard clothing elements such as zips, fasteners, beads, Velcro and magnets. Individual interactions for each are described and discussed before a final combination application, the MusicHoodie, which is developed to control an MP3 player. A simple usability test on this system reveals a range of interesting and promising results about which were the most acceptable and understandable inputs. This thesis closes with a discussion of the implications and contributions of the work it presents.

A vestimenta e a moda: uma análise da revista estilo

This research addresses the consumption of women's fashion, through an analysis of the contents of the Estilo magazine. This magazine is an licensing of American Instyle, directed at the female, published by Editora Abril in Brazil since 2002. To guide this research, in relation of the fashionable field, some relevants concepts and authors were worked, like Pierre Bourdieu, Gilda de Souza Melo, Georg Simmel, Gilles Lipovetsky among other fundamental to understanding both the consumption and fashion. Still in search of understanding the discourses that permeated the fashion world were done semi-structured interviews with two costume designers who work in two different shops specializing in fabrics in the Natal's city. Were analyzed Estilo magazines published from June 2008 to June 2009, relating to the data collected in interviews in order to understand how discourses are constructed and disseminated, becoming so efficient in the seduction of women's groups which is directed to achieve and consolidate the production of appropriate and acceptable form to wear

Efeitos do período e volume de aplicação na segurança dos tratoristas aplicando herbicidas na cultura de cana-de-açúcar (Saccharum spp.)

O objetivo deste trabalho foi avaliar os efeitos do período e volume de aplicação na segurança da atividade de tratoristas aplicando herbicidas na cultura de cana-de-açúcar com o pulverizador de barra montado em trator e a eficiência de equipamentos de proteção individual (EPIs) e de uma cabina acoplada ao trator. As exposições dérmicas de 13 condições de trabalho foram avaliadas e analisadas estatisticamente por meio do delineamento inteiramente ao acaso e do esquema fatorial 3 x 2 x 2 + 1. O fator A foi a condição de exposição: 1) exposição dérmica potencial (EDP) - sem nenhuma medida de segurança; 2) exposição com cabina no trator (Cabina); e 3) exposição com as vestimentas (EPI). O fator B foi o volume de aplicação: 1) 200 L ha-1 e 2) 100 L ha-1; e o fator C foi o período de aplicação: 1) diurno e 2) noturno. Como testemunha foi avaliada a EDP do tratorista aplicando na atividade usual de 300 L de calda ha-1, no período diurno. As exposições dérmicas (EDs) aos herbicidas considerados nessas condições de trabalho foram estimadas por meio de dados substitutos das EDs avaliadas ao cátion Cu+2 adicionado como traçador nas caldas aplicadas. O pulverizador utilizado foi do modelo PJ 600, com barra de 12 m de comprimento e 24 bicos de jato plano TT 110 04 ou TT 110 02. As 13 condições de trabalho avaliadas foram classificadas como seguras (MS>1) para o tratorista aplicando os herbicidas glyphosate (48% i.a.), MSMA (48%), diuron (46,8%) + hexazinone (13,2%), clomazone (50%), sulfentrazone (50%), ametryne (50%), diuron (50%), isoxaflutole (75%), metribuzin (48%), 2,4-D (80,6%), ametryne (30%) + clomazone (20%), ametryne (73,25%) + trifloxysulfuron (1,85%) e tebuthiuron (80 %) e inseguras para o herbicida atrazine (50%), nos dois períodos e nos três volumes de aplicação, e ametryne (50%), na aplicação diurna e 100 L de calda ha-1. As aplicações noturnas e os volumes de aplicação reduzidos tornaram as condições de trabalho mais seguras, exceto para o atrazine. A eficiência dos EPIs para a aplicação de 300 L ha-1 variou de 69,5 a 89,3%, e a da cabina do trator variou entre 76,4 e 83,3%, em relação aos volumes reduzidos de 100 e 200 L ha-1.

Efeito da técnica de curtimento e do método utilizado para remoção da pele da tilápia-do-nilo sobre as características de resistência do couro

Um estudo foi realizado com o objetivo de avaliar os efeitos do método de remoção da pele do filé (com alicate e com máquina) e da técnica de curtimento (com ou sem sais de cromo, bioleather) sobre a resistência da pele de tilápia-do-nilo (Oreochromis niloticus). Foram retiradas as peles de 40 tilápias (450 g), 20 com uso de alicates e 20 com auxílio de máquina. Após o curtimento e a retirada dos corpos-de-prova, as peles foram encaminhadas a um laboratório aclimatizado (23ºC e 50% de umidade relativa do ar) para realização dos testes de resistência em dinamômetro EMIC, com velocidade de afastamento entre cargas de 100 ± 20 mm/mm. O método de retirada da pele do filé não afetou os resultados dos testes de tração e rasgamento progressivo. A pele retirada com a máquina apresentou elongação superior (88,48%) à removida com alicate (71,09%). Peles curtidas com sais de cromo (25,54 N/mm; 12,18 N/mm²) foram mais resistentes que as curtidas sem sais de cromo (bioleather) (13,11 N/mm; 9,89 N/mm²). Peles curtidas por estas técnicas (com cromo e bioleather) podem ser utilizadas na confecção de vestuários, pois as médias dos testes de tração, alongamento e rasgamento progressivo foram superiores a 9,80 N/mm², 60% e 14,72 N/mm, respectivamente, valores mínimos recomendados para couros curtidos ao cromo.

Úlceras de pressão: um estudo com pacientes de unidade de terapia intensiva

To characterize patients according to gender, age category, internment time, diagnostical hypothesis and location of the pressure ulcer; to identify the susceptibility conditions, intrinsical and extrinsical factors present on ICU patients and to verify on the existence of association between the susceptibility conditions and the intrinsecal and extrinsecal factors on the occurrence of PU. Methods: It is a descriptive study, of longitudinal design of the panel type, with quantitative approach, performed on two ICU s of a private hospital located in Natal/RN, with 40 patients interned at these units. The data collection was performed on all three shifts through a structured observation and physical exam of the patients' skin form seeking to identify the presence of PU. Results: The greatest occurence of PU was on individuals of the male gender (70%) when compared to the female gender (30%), that difference being statistically significant (p=0,0267), with the male gender presenting 4,3 times greater chance of developing PU than the female; the predominant age category was from 60 years of age on (85%), 60,0% presented 1 to 2 PU s after 7 (seven) days of permanence in the ICU s, the predominant diagnostical hypothesis on the patients with PU were the respiratory diseases (42,3%) and the most frequent locations of PU were the sacral region (40,0%) and heels (36,0%). 25 PU s of stage I were diagnosed on 50,0% of the followed patients, with general incidence of 50,0% on both ICUs. from the 88 variables researched, 75 were identified on the patients from the study, being the predominant conditions (anemia, hypotension, leukocytosis, other diseases hypertension blood pressure, cardiac insuffience, pneumonia - and ansiolythic), the intrinsecal factors (diminished muscular strenght and/or mass, discrete edema, totally compromised mobile coordination and total inability for movement on the bed) and the extrinsecal factors (inadequate mattress type, permanence on a single position for >2 hours, shearing/friction force, bed clothes with folds that leave marks on the body, pressure force) predominated on patients with PU. The male gender variables (p=0,0267,OR=4,3), sedation (p=0,0006,OR=4,1), psychomotive agitation (p=0,0375,OR=5,8) and leukocytosis (p=0,0285,OR=5,0) presented a significant statistical diference when analyzed independently. We verified an association of 17,3%, statistically significant (p=0,0384), between the susceptibility conditions (anemia, leukocytosis and hypotension), the intrinsecal factors (age equal or above 60 years, diminished/absent pain sensibility and smooth, fine or delicate skin) and the extrinsecal factors (inadequate mattress, pressure forces, shearing/friction force, permanence on a single position for more than 2 hours, elevation between 30 to 45 degrees and inadequate bed clothes' conditions), with a chance ratio of 4,6 times the risk of occurrence of PU on the patients that presented the referred association. Conclusion: The incidence of PU detected on the ICU-interned patients was high and we made evident the existence of association between the susceptibility conditions, the intrinsecal and extrinsecal factors on the occurrence of PU s on the ICUinterned patients, and thus we accept the alternative hypothesis proposed on the study

A engenharia simultânea e o perfil da indústria de confecção da grande Natal/RN utilizando as ferramentas CAD/PDM e ERP

This work presents the research carried through in the industrial segment of confection of clothes of the Great Natal whose objective is to show the profile, enterprise and technological management as also the use of simultaneous engineering in the development of products. The research approaches two studies. The first one presents the current picture of the companies, synthesized through twelve variable. As, through fifteen variable it shows to the level of use of Simultaneous Engineering in the Development of Products and its amplitude in relation to the Integrated Management using tools CAD, PDM and ERP (Computer Aided Design, Product Management Date, Enterprise Resource Planning). The integration of these systems acts aiming the reduction of the cost and the development time of products. The reached results indicate that simultaneous engineering is a competitive advantage and becomes possible: to reduce the life cycle of the product, to rationalize the resources, to incorporate one high standard of the quality to the process and product as well as to personalize the product to take care of the global market. It is important to note that this work also is considered to contribute for the better understanding of the real companies situation of confection located at the Great Natal and its role in the economy of the State of the Rio Grande do Norte

Otimização do fresamento de roscas internas com a técnica de interpolação helicoidal

In machining of internal threads, dedicated tools, known as taps, are needed for each profile type, diameter, and low cutting speed values are used when compared to main machining processes. This restriction in the cutting speed is associated with the difficulty of synchronizing the tool s rotation speed and feed velocity in the process. This fact restricts the flexibility and makes machining lead times longer when manufacturing of components with threads is required. An alternative to the constraints imposed by the tap is the thread milling with helical interpolation technique. The technique is the fusion of two movements: rotation and helical interpolation. The tools may have different configurations: a single edge or multiple edges (axial, radial or both). However, thread milling with helical interpolation technique is relatively new and there are limited studies on the subject, a fact which promotes challenges to its wide application in the manufacturing shop floor. The objective of this research is determine the performance of different types of tools in the thread milling with helical interpolation technique using hardened steel workpieces. In this sense, four tool configurations were used for threading milling in AISI 4340 quenched and tempered steel (40 HRC). The results showed that climb cut promoted a greater number of machined threads, regardless of tool configuration. The upcut milling causes chippings in cutting edge, while the climb cutting promotes abrasive wear. Another important point is that increase in hole diameter by tool diameter ratio increases tool lifetime

A framework for monitoring and runtime recovery of web service-based applications

Service provisioning is a challenging research area for the design and implementation of autonomic service-oriented software systems. It includes automated QoS management for such systems and their applications. Monitoring, Diagnosis and Repair are three key features of QoS management. This work presents a self-healing Web service-based framework that manages QoS degradation at runtime. Our approach is based on proxies. Proxies act on meta-level communications and extend the HTTP envelope of the exchanged messages with QoS-related parameter values. QoS Data are filtered over time and analysed using statistical functions and the Hidden Markov Model. Detected QoS degradations are handled with proxies. We experienced our framework using an orchestrated electronic shop application (FoodShop).

Knowledge-based integrated production management model

Purpose - This paper aims to propose a model of production management that integrates knowledge management, as a third dimension, to the production and work dimensions and to identify factors that promote a favorable context for knowledge sharing and results achievement in the production operations shop floor environment.Design/methodology/approach - The model proposed is built from opportunities identified in the literature review.Findings - The factors in the model integrate its three main components: knowledge management, production organization and work organization, providing a representation of the dynamics of the workplace and shop floor environment.Practical implications - The proposed model and its factors allow managers to better understand and to improve the organization activities, because it integrates knowledge management with the production organization and work organization components of traditional models.Originality/value - Literature acknowledges the role of knowledge as competitive advantage, but it is still dealt in an implicit way within the traditional models of production management. This paper proposes a model and factors that provide a favorable context for tacit knowledge sharing and results achievement in the production operations shop floor environment. The model explicitly integrates knowledge management with traditional models' components.

Elegância e atitude: diferenças sociais e de gênero no mundo da moda

As distinções mais óbvias que podem ser observadas no mercado de moda são aquelas que dizem respeito às diferenças de gênero, independente da classe ou do grupo social a que se faça referência. Dentro desse universo podem ser encontradas duas noções, elegância e atitude, que condensam, a um só tempo, marcas de gênero, sociais e individuais. No caso da noção de elegância, o discurso, tanto quanto a roupa ou o próprio indivíduo, traduz sempre um ato de remissão a uma determinada concepção de ordem social, entendida como natural. As diferenças de gênero são relevantes, nesse contexto, porque demarcam posições sociais entendidas como naturais. Já a noção de atitude não cobra, necessariamente, uma ordem social e natural, mas uma ordem pessoal. O discurso e a roupa traduzem um caráter individualista, supondo ser o indivíduo quem imprime um sentido a sua inserção social, ainda que eventual ou momentânea. Nesse contexto, na maior parte das vezes, o individualismo ganha expressão através de uma linguagem estruturada como se não tivesse gênero.

Processos sócio-ambientais relacionados às situações de degradação na região do Rio Doce, Natal/RN

Natal is a medium-sized coastal city (800.000 inhabitants), capital of the State of Rio Grande do Norte, in the Northeast of Brazil. According to statistics published by the IBGE (2000), the area of Natal that stretches from Redinha to Lagoa Azul holds about 12% of the municipal population. Part of this area is bordered by a watercourse, the Rio Doce, which has been afflicted by a range of socio-environmental problems over the years. This study was carried out with the aims of 1) identifying the socio-environmental processes related to urban expansion, with an emphasis on those causing environmental degradation in this region; b) analysing the perception of the target population in relation to the environment it occupies; and c) determining the socioeconomic profile of the local residents and the sanitary facilities available to them. A survey was carried out by conducting interviews and completing questionnaires with the residents to assess the situation both qualitatively and quantitatively in the communities of Caiana, Pajussara Sítio, Gramoré Povoado and Gramoré Sítio, as well as by conducting bibliographical and documentary research. It was discovered that the sanitary conditions of the riverside dwellers are precarious and only 1% of the houses in the suburbs mentioned are connected to the public sewers. It was established that the Rio Doce is intensively exploited through the extraction of sand for the building trade, irrigation of riverside vegetable plots and use of the water for bathing, washing of clothes and leisure. It was also found that about 40% of the population resident in this area has migrated from the rural zone, which is one of the factors rendering it difficult for them to adapt to the urban setting. Such information can be of use to the authorities in the environmental planning of these districts and their sustainable development

Dimensão educativa do trabalho: estudo de caso da associação de bordadeiras do Seridó ABS- Caicó/ Rio Grande do Norte

This current work s contains issues about the educative dimension of work and its organization s process and managing for it own professionals. It aims to understand how the skills and pedagogic process, in a educative praxis perspective. Are based in a new culture of work of education process an work managing by workers in Handcraft Association of Serido/ Caicó/ RN. It uses as a methodologic-theoric reference cases s study approach, selecting the procedures of part extructure interview. It was done with six embroidereses from the Handcraft Association. The research shows that the educative process of learning and knowledges construction, in the work and by the work. Those processes develop in exchange experiences net in a friendly economic environment and raise elements of a work culture personal that work there. The embroidereses learn how to embroid doing the job and this learning, a lot of times, is influenced by the life conditions, residence local and infantile work in the country area and the living to the urban area, particularly to Caicó. The knowledge relation between them is the matter fact in the embroider learning process that means a social relation based on the knowledge differences between their position in its structure involving the work division, that each handcraft maker knows every part of the embroider, type of work or machine type, step by step until the work is done. It involves decision, execution and machine movements repetition, the focus are the categories that fit in current flexible financial issue. They schedule the work at home so they have time to do other stuff. Most part of the production currently is done to obey de a certain request that aims as production target, being a homework. Another important issue is the embroider work time: time and experience that is within in the professional life and its knowledge representation of job/profession. This time is got as a acquisition process of certain a work dominion and self knowing; time added to changes that were being there practicing from the new characteristics in the furniture, clothes and towels that are in the introduction communicative and its effect. In this way this work include articulations process among skills, educative process and handcraft work organization that allowed the interpretation and finish, that are related to the case study and its developments: handcraft embroidered considered as a profession, money source not conventional where is not work available and a temporary activity while studyng, homework and flexible work

Effect of melatonin on the oxidative metabolism of colostrum phagocytes of diabetic women

Aim: the aim of this study was verified the ability of melatonin hormone to modulate the oxidative metabolism of colostral phagocytes from diabetic mothers. Methods: based on 100g-OGTT and glucose profile analysis subjects were allocated into two groups: Non-diabetic (ND-10) and Diabetic (DM-8). Cells were separated by a Ficoll-Paque gradient and the oxidative metabolism was available thought superoxide release by colostrum phagocytes using the cytochrome C method. Results: melatonin hormone increased superoxide release by colostrum phagocytes of ND and decreased these release in colostrum phagocytes of DM mothers. Conclusion: the results suggest that the melatonin hormone can modulate the oxidative metabolism of phagocytes and an existence of relationship between control of glucose metabolism and melatonin action in colostrum phagocytes.

Occurrence of freshwater stingrays (Chondrichthyes: Potamotrygonidae) in the Uruguay River and its tributaries, Uruguay, South America.

Four records of potamotrygonids in the Uruguay River and its tributaries in Paysandu, Uruguay are reported in this paper. The first one was a specimen caught in 1934, of undetermined sex and weighing 120 kg and with a disc width of ca 150 cm. The second specimen, caught in 1998, was also of undetermined sex; it weighed 50 kg total weight and its disc width measured 103 cm. The third specimen was caught in 2001; it was an adult male, weighed 114 kg total weight and its disc width measured ca 110 cm. The fourth one, caught in 2004, was a female, 11 kg in total weight and with a disc width of 80 cm. According to the size and general description, specimens were identified as Potamotrygon brachyura, to date the only potamotrygonid confirmed for Uruguay.