OMG!: characterizing the role of emotions in the sharing of online commercial videos

"Se tornar viral" é visto pelos comerciantes como o novo Graal para alcançar grandes comunidades online. Neste contexto viral, vídeos têm um papel especial dada a forte capacidade deles de se espalhar exponencialmente pela internet através do compartilhamento social. Cada ano se vê a quebra de novos recordes através deste tipo de viralidade. Em março de 2012, o vídeo "Kony 2012" envolvendo a ação unida contra o líder de milícia Africano epônimo, atingiu mais de 34 milhões de visualizações em seu primeiro dia de lançamento. Em dezembro de 2012, o vídeo-clipe da música "Gangnam Style" tornou-se o primeiro vídeo do YouTube a alcançar mais de um bilhão de visualizações, totalizando mais de 1,4 bilhões de visualizações em março de 2013. Tais ilustrações mostram claramente a nova escala que a internet deu ao fenômeno do boca-a-boca. Os comerciantes entenderam o potencial fantástico dos vídeos virais e tentaram aproveitar o fenômeno de modo a reproduzi-lo para fins comerciais. Esta pesquisa oferece para os acadêmicos e os profissionais de marketing uma análise dos determinantes do compartilhamento de vídeos comerciais online. Mais especificamente, o foco da dissertação foi definido sobre o papel das emoções no compartilhamento, para identificar quais delas levam e como levam à partilha de vídeos comerciais online. A pesquisa foi realizada a partir de dois métodos científicos: uma pesquisa e uma análise de texto sobre a atribuição de emoções para comentários dos vídeos mais compartilhados do YouTube. A pesquisa confirma, com novos métodos, hipóteses previamente testadas e validadas por acadêmicos. Ela mostra que a positividade e a força das emoções são determinantes de compartilhamento maiores do que a negatividade e a fraqueza (Lindgreen and Vanhamme, 2005; Dobele et al., 2007). A dissertação também argumenta que o conteúdo do vídeo, bem como o contexto são determinantes significativos de compartilhamento de vídeo (Laskey et al., 1989; Taylor, 1999). Além de validar teorias existentes, a pesquisa trouxe novos conceitos para a discussão, especialmente o papel da dimensão força / fraqueza de emoções para analisar o fenômeno viral, e a importância de uma clara "chamada à ação" incluída no vídeo para aumentar a sua partilha. Estes novos conceitos enriquecem a literatura do tema – que evolui muito rapidamente – e preparam o caminho para futuras pesquisas.

Luxury brands and online consumer-generated content: dealing with the new lead of customers in brand perception

User-generated content – conteúdo gerado por usuários – cresceu consideravelmente na Internet nos cinco últimos anos, levando a grandes mudanças nas práticas de marketing. A força do e-word-of mouth, está aumentando e tem uma influência muito forte na percepção da marca pelos consumidores (Allsop, Basset & Hoskins, 2007). Todos os novos instrumentos fornecidos pela Internet permitiram a criação de comunidades de marca online, impactando o compromisso e a lealdade dos consumidores para com a marca (De Valk, Van Bruggen, Wierenga 2009). Todas essas interações criadas entre os consumidores e a marca são relativamente novas e incomuns para as empresas que devem adaptar suas práticas de marketing a essas mudanças. Dadas as especificidades que aplicam as marcas de luxo nas suas políticas de marketing (Kapferer and Bastien, 2009), a questão da adaptação das suas estratégias ao fenômeno de user-generated content é particularmente complicada. As marcas de luxo costumam ter habitualmente uma relação muito reservada com os seus consumidores, baseada em princípios de exclusividade e raridade (Kapferer, 1997). Esta dissertação busca proporcionar algumas pistas de entendimento sobre como as marcas de cosméticos de luxo podem adaptar suas estratégias de marketing em relação à expansão do conteúdo gerado por usuários na Internet. Esta pesquisa qualitativa sugere meios de controlar o conteúdo gerado por usuários, como o incentivar positivamente com certas práticas de marketing e como tirar proveito dele. A seguinte análise mostra que o conteúdo gerado por usuários tem duas facetas: pode atuar como um mídia digital para as empresas de luxo e como uma fonte de informação, inspiração e criação para o desenho dos novos produtos. Sendo um meio de comunicação, as empresas de cosméticos de luxo podem contar com a nova potência do “e-word-of-mouth” a fim de promover sua imagem de marca e seus produtos através do conteúdo gerado por usuários. Sendo uma fonte de inspiração, o conteúdo gerado por usuários pode conduzir a ótimos processos de co-criação e cooperação entre as marcas de cosméticos de luxo e seus consumidores com o objetivo de projetar produtos perfeitamente ajustados ao pedido dos consumidores.

Co-creation in hospitality industry: a case study on the drivers of traveler-generated content

User-generated content in travel industry is the phenomenon studied in this research, which aims to fill the literature gap on the drivers to write reviews on TripAdvisor. The object of study is relevant from a managerial standpoint since the motivators that drive users to co-create can shape strategies and be turned into external leverages that generate value for brands through content production. From an academic perspective, the goal is to enhance literature on the field, and fill a gap on adherence of local culture to UGC given industry structure specificities. The business’ impact of UGC is supported by the fact that it increases e-commerce conversion rates since research undertaken by Ye, Law, Gu and Chen (2009) states each 10% in traveler review ratings boosts online booking in more than 5%. The literature review builds a theoretical framework on required concepts to support the TripAdvisor case study methodology. Quantitative and qualitative data compound the methodological approach through literature review, desk research, executive interview, and user survey which are analyzed under factor and cluster analysis to group users with similar drivers towards UGC. Additionally, cultural and country-specific aspects impact user behavior. Since hospitality industry in Brazil is concentrated on long tail – 92% of hotels in Brazil are independent ones (Jones Lang LaSalle, 2015, p. 7) – and lesser known hotels take better advantage of reviews – according to Luca (2011) each one Yelp-star increase in rating, increases in 9% independent restaurant revenue whereas in chain restaurants the reviews have no effect – , this dissertation sought to understand UGC in the context of travelers from São Paulo (Brazil) and adopted the case of TripAdvisor to describe what are the incentives that drives user’s co-creation among targeted travelers. It has an outcome of 4 different clusters with different drivers for UGC that enables to design marketing strategies, and it also concludes there’s a big potential to convert current content consumers into producers, the remaining importance of friends and family referrals and the role played by incentives. Among the conclusions, this study lead us to an exploration of positive feedback and network effect concepts, a reinforcement of the UGC relevance for long tail hotels, the interdependence across content production, consumption and participation; and the role played by technology allied with behavioral analysis to take effective decisions. The adherence of UGC to hospitality industry, also outlines the formulation of the concept present in the dissertation title of “Traveler-Generated Content”.

Effect of Mouth Rinses with Fluoride and Trimetaphosphate on Enamel Erosion: An in vitro Study

The effect of mouth rinses containing fluoride (100 mu g/ml) and sodium trimetaphosphate (TMP) on enamel erosion was evaluated in vitro. Bovine enamel blocks were subjected to erosive challenges 4 times per day for 5 min, followed by treatment with placebo, 225 mu g F/ml, 100 mu g F/ml, 100 mu g F/ml and TMP (0.2, 0.4 and 0.6%) solutions (30 s) and storage in artificial saliva, over a duration of 5 days. TMP groups showed lower enamel wear than fluoride-only and placebo groups (p < 0.05). Addition of TMP at a TMP:NaF molar proportion between 1.24:1 and 3.72:1 to a solution containing 100 mu g F/ml presented a greater protective effect under erosive conditions than a solution containing 225 mu g F/ml, in the absence of TMP. Copyright (C) 2011 S. Karger AG, Basel

Brachytherapy using gold-198 foils in treatment of mouth tumors: case report

The authors presents a clinical case treated with brachytherapy performed with special mold of gold-198 disc, with the purpose of evaluating the distribution of radiation dose, the viability of manufacturing the radioactivity prosthesis and its operational cost. In despite of being only one case, we can conclude that the prosthesis with gold-198 foils can be manufactured in acrylic with thickness thinner than those ones with cylinder of cesium-137, resulting lower operational costs, besides permitting better distribution of radiation dose on the lesion. (C) 1999 Elsevier B.V. Ltd. All rights reserved.

Efficacy of mouth rinses and toothpaste on tooth whitening.

People increasingly desire tooth whitening. Considering the wide range of whitening products on the market, this study evaluated the efficacy of whitening toothpastes and mouth rinses compared with the 10% carbamide peroxide (CP) whitening gel. We obtained 120 cylindrical specimens from bovine teeth, which were darkened for 24 hours in a coffee solution. The color measurement was performed by a spectrophotometer using the CIE L*a*b* system, and specimens were divided into six groups according to the use of the following agents: group 1, conventional fluoridated toothpaste; group 2, Close Up White Now; group 3, Listerine Whitening; group 4, Colgate Plax Whitening; group 5, experimental mouth rinse with Plasdone; and group 6, 10% CP Whiteness Perfect. After the simulation of 12 weeks of treatment for groups 1 to 5 and 14 days of treatment for group 6, the specimens were subjected to a new color reading. Data were subjected to one-way analysis of variance (α=0.05), which showed significant differences among groups after 12 weeks for ΔE (p=0.001). Results of the Tukey test revealed that groups 3, 4, and 6 presented significantly higher color alteration than groups 1, 2, and 5. The whitening toothpaste Close Up White Now and the experimental mouth rinse with Plasdone showed similar color alteration as conventional toothpaste after a 12-week treatment simulation. These groups presented significantly lower color alteration compared with whitening mouth rinses Listerine and Colgate Plax Whitening, which showed similar results to those observed after 14 days of bleaching with 10% CP treatment.

In vitro evaluation of the effect of mouth rinse with trimetaphosphate on enamel demineralization

Objective: The aim of this study was to investigate the effectiveness of sodium trimetaphosphate (TMP) addition to mouth rinses to inhibit enamel demineralization. Design: Bovine enamel blocks (n = 88) were selected by surface hardness and divided into eight treatment groups (n = 11 per group): placebo, 100 or 225 μg F/ml; the rinses with 100 μg F/ml had differing TMP concentrations (range 0-0.6%). The blocks were subjected to pH cycling for 5 days and treated twice a day with mouth rinses. After that, surface and cross-sectional hardness as well as fluoride in enamel were measured. Results: The groups containing both 100 μg F/ml and 0.4% TMP inhibited demineralization most effectively (p < 0.001). This formulation yielded lower values of lesion areas than the formulations containing 100 or 225 μg F/ml but no TMP. The addition of 0.4% TMP increased the fluoride in enamel. Conclusion: It is possible to improve the effectiveness of a mouth rinse with 100 μg F/ml by addition of TMP, this being superior in inhibiting enamel demineralization compared with mouth rinses containing 225 μg F/ml. © 2013 S. Karger AG, Basel.

The education of the body for an "integral soldier", "physically strong, intelligent and soul superior"

This study examines the paramilitary training carried out by the Integralist Militia (Militia Integralista), unit of the Brazilian Integralist Action (Acao Integralista Brasileira, AIB) of the extreme right wing political party in Brazil in the 1930s. The training was aimed to create the "integral soldier", a "physically strong, intelligent and soul superior" one. The study analyzes issues of the newspaper "Monitor Integralista", a prescriptive and dogmatic journal of the movement, found in the Public and History Archives of the city of Rio Claro, State of Sao Paulo, and in the "A Offensiva" newspaper, microfilmed an archived at the National Library of Rio de Janeiro. It concludes that Plinio Salgado's goal, the National Head of the AIB, was to train, by using verbal persuasion, speeches, word of mouth and by vote, by force and physical combat, the integralists to defend the causes of the movement.

Antecedents of the Intent to Recommend: a problem with fast food restaurants

The fast and strong social and economic transformations in the economies of many countries has raised the competition for consumers. One of the elements required to adapt to such scenario is knowing customers and their perceptions about products or services, mainly regarding word of mouth recommendations. This study adapts, to the fast food business, a model originally designed to analyze the antecedents of the intent to recommend by clients of formal restaurants. Three constructs were considered: service quality, satisfaction, and social well-being, the latter comprised of positive and negative affections. Six hypotheses were considered, three of which relating to social well-being (that it influences satisfaction, service quality, and the intent to recommend), two relating to service quality (that in influences the intent to recommend and satisfaction), and one relating to the influence of satisfaction on the intent to recommend. None was rejected, indicating adherence and adjustment of the simplication and adaptation of the consolidated model. Through a successful empirical application, the main contribution made by this research is the simplification of a model through its application in a similar context, but with a different scope.

Aortic neck dilatation after endovascular abdominal aortic aneurysm repair: a word of caution

Continuing aortic neck dilatation, most probably an expression of ongoing aneurysmal wall degeneration of the infrarenal aortic segment, has been shown to seriously impair clinical results after endovascular abdominal aortic aneurysm repair. However, conflicting data on the extent and clinical relevance on this observation have recently been published. This article reviews the recent literature, summarizing our current understanding of the role of aortic neck dilatation after open surgical and endovascular abdominal aortic aneurysm repair. In addition, differences in methodology of studies on aortic neck dilatation are highlighted.

The exhaustive concordance of the Bible : showing every word of the text of the common English version : together with a comparative concordance of the Authorized and Revised versions : also brief dictionaries of the Hebrew and Greek words of the original, with references to the English words /

Mode of access: Internet.

Testimonies of the life, character, revelations and doctrines of Mother Ann Lee, and the elders with her, through whom the word of eternal life was opened in this day of Christ's second appearing,

First edition published, Hancock, 1816.

The word of life; a living ministry; and a living church : a sermon preached in Meadville, Pa., before the graduating class of the Meadville theological school, June 30, 1853 /

Mode of access: Internet.