Az on-line szájreklám (electronic word-of-mouth) jellemzői a marketingkommunikáció szempontjából

Az on-line térben a vállalatok elveszítik a hagyományos tömegkommunikációban gyakorolt kontrollt, ugyanakkor kommunikációs szerepükből fakadóan megmarad egy ráhatási képességük. Ahhoz azonban, hogy e ráhatási képességet ki tudják használni, megfelelő eszközöket kell alkalmazniuk, amelyek közül az egyik lehetőség az on-line szájreklám (electronic word-of-mouth, e-WOM). A cikk egy szakirodalmi összefoglalót nyújt az e-WOM-ról, kitérve arra, hogy milyen új kommunikációs kihívásokkal és lehetőségekkel néznek szembe a fogyasztók és a vállalatok az on-line térben. Továbbá hogyan értelmezhető az e-WOM, milyen alapvető tulajdonságokkal és a fogyasztókra, valamint a vállalatokra gyakorolt hatásokkal rendelkezik. Ezen ismeretekre építve pedig a szerző bemutatja azt is, hogy a fogyasztók között zajló on-line kommunikáció (vagyis az e-WOM) hogyan integrálható a marketingkommunikációs tevékenységbe.

Adolescent readers' self-perceptions of affective factors related to performance on standardized tests

The purpose of this study was to investigate which affective factors of adolescent high school readers were related to high-level readers, middle-level readers and low-level readers. The research problem was to determine the relationship between adolescent high school students' self-perceived reading self-efficacy factors and the students' reading performance on a standardized reading assessment considering demographic factors of age, gender and socio-economic status as covariates. The research design was ex post facto making inferences without direct intervention. The sample was obtained from one large, diverse, urban high school, consisting of 9th and 10th grade adolescent students (N = 176). Students voluntarily completed a self-report, reading self-efficacy survey. School records were used to obtain standardized reading level scores, age, gender, and socio-economic status data. An exploratory factor analysis of the self-efficacy survey responses resulted in the identification of 7 underlying factors. The striving (low-level) readers had significantly lower self-perceptions on 5 of the 7 affective factors than the middle-level readers, and strong (high-level) readers, p < .05. The 5 affective factors on which the striving readers had significantly lower self-perceptions were: (a) Observational Comparison, (b) Progress, (c) Lack of Progress, (d) Lack of Anxiety, and (e) Positive Social Feedback. The 2 affective factors which were not significantly different for reader level were Anxiety and Negative Social Feedback. Girls had significantly less anxiety than boys for both of the factors in the Anxiety category. Statistical results showed that none of the demographic covariates tested; age, gender, or socio-economic status, moderated the relationship between affective reader self-efficacy factors and reader level. This study concluded that there were distinguishable differences for striving, middle, and strong readers' self-efficacy factors. Determining affective factors related to reading can be used to create better instructional environments and instruction for adolescent students.

Performance on WAIS-III relates to the Ability to Derive Relations

Experimental evidence suggests that derived relational responding (DRR) may provide a behavioral model of complex language phenomena. This study assigned 72 students to groups based upon their performance on a complex relational task. It was found that performance on DRR relates to scores on the WAIS-III.

Off-line and on-line affective recognition of a computer user through a biosignal processing approach

Physiological signals, which are controlled by the autonomic nervous system (ANS), could be used to detect the affective state of computer users and therefore find applications in medicine and engineering. The Pupil Diameter (PD) seems to provide a strong indication of the affective state, as found by previous research, but it has not been investigated fully yet. ^ In this study, new approaches based on monitoring and processing the PD signal for off-line and on-line affective assessment ("relaxation" vs. "stress") are proposed. Wavelet denoising and Kalman filtering methods are first used to remove abrupt changes in the raw Pupil Diameter (PD) signal. Then three features (PDmean, PDmax and PDWalsh) are extracted from the preprocessed PD signal for the affective state classification. In order to select more relevant and reliable physiological data for further analysis, two types of data selection methods are applied, which are based on the paired t-test and subject self-evaluation, respectively. In addition, five different kinds of the classifiers are implemented on the selected data, which achieve average accuracies up to 86.43% and 87.20%, respectively. Finally, the receiver operating characteristic (ROC) curve is utilized to investigate the discriminating potential of each individual feature by evaluation of the area under the ROC curve, which reaches values above 0.90. ^ For the on-line affective assessment, a hard threshold is implemented first in order to remove the eye blinks from the PD signal and then a moving average window is utilized to obtain the representative value PDr for every one-second time interval of PD. There are three main steps for the on-line affective assessment algorithm, which are preparation, feature-based decision voting and affective determination. The final results show that the accuracies are 72.30% and 73.55% for the data subsets, which were respectively chosen using two types of data selection methods (paired t-test and subject self-evaluation). ^ In order to further analyze the efficiency of affective recognition through the PD signal, the Galvanic Skin Response (GSR) was also monitored and processed. The highest affective assessment classification rate obtained from GSR processing is only 63.57% (based on the off-line processing algorithm). The overall results confirm that the PD signal should be considered as one of the most powerful physiological signals to involve in future automated real-time affective recognition systems, especially for detecting the "relaxation" vs. "stress" states.^

The effectiveness of direct -instruction and student -centered teaching methods on students' functional understanding of plagiarism

In an attempt to improve students' functional understanding of plagiarism a variety of approaches were tried within the context of a more comprehensive information literacy program. Sessions were taught as a one hour "module" inside a required communications skills class at a small private university. Approaches taken included control sessions (a straightforward PowerPoint presentation of the material), direct instruction sessions (featuring mostly direct lecture but with some seatwork as well), and student-centered sessions (utilizing role playing and group exercises). Students were taught basic content and definitions regarding plagiarism, what circumstances or instances constitute plagiarism, where to go for help in avoiding plagiarism, and what constitutes appropriate paraphrasing and citation. Pre-test and post-test scores determined students' functional understanding primarily by their ability to recognize properly and improperly paraphrased text, content understanding by their combined total score on a multiple choice quiz, and their attitude and conceptual understanding by their ability to recognize circumstances which would constitute plagiarism. While students improved across all methods the study was unable to identify one that performed significantly better than the others. The results supported the need for more education with regard to plagiarism and suggested a need for perhaps more time on task and/or a mixed approach towards conveying the content.

The relationship of aptitude, course grades, and program length, to performance on a standards based test (NCLEX -RN)

The purpose of this study was threefold: first, to investigate variables associated with learning, and performance as measured by the National Council Licensure Examination for Registered Nurses (NCLEX-RN). The second purpose was to validate the predictive value of the Assessment Technologies Institute (ATI) achievement exit exam, and lastly, to provide a model that could be used to predict performance on the NCLEX-RN, with implications for admission and curriculum development. The study was based on school learning theory, which implies that acquisition in school learning is a function of aptitude (pre-admission measures), opportunity to learn, and quality of instruction (program measures). Data utilized were from 298 graduates of an associate degree nursing program in the Southeastern United States. Of the 298 graduates, 142 were Hispanic, 87 were Black, non-Hispanic, 54 White, non-Hispanic, and 15 reported as Others. The graduates took the NCLEX-RN for the first time during the years 2003–2005. This study was a predictive, correlational design that relied upon retrospective data. Point biserial correlations, and chi-square analyses were used to investigate relationships between 19 selected predictor variables and the dichotomous criterion variable, NCLEX-RN. The correlation and chi square findings indicated that men did better on the NCLEX-RN than women; Blacks had the highest failure rates, followed by Hispanics; older students were more likely to pass the exam than younger students; and students who passed the exam started and completed the nursing program with a higher grade point average, than those who failed the exam. Using logistic regression, five statistical models that used variables associated with learning and student performance on the NCLEX-RN were tested with a model adapted from Bloom's (1976) and Carroll's (1963) school learning theories. The derived model included: NCLEX-RNsuccess = f (Nurse Entrance Test and advanced medical-surgical nursing course grade achieved). The model demonstrates that student performance on the NCLEX-RN can be predicted by one pre-admission measure, and a program measure. The Assessment Technologies Institute achievement exit exam (an outcome measure) had no predictive value for student performance on the NCLEX-RN. The model developed accurately predicted 94% of the student's successful performance on the NCLEX-RN.

On-Line Real-Time Service-Oriented Task Scheduling Using TUF

We present our approach to real-time service-oriented scheduling problems with the objective of maximizing the total system utility. Different from the traditional utility accrual scheduling problems that each task is associated with only a single time utility function (TUF), we associate two different TUFs—a profit TUF and a penalty TUF—with each task, to model the real-time services that not only need to reward the early completions but also need to penalize the abortions or deadline misses. The scheduling heuristics we proposed in this paper judiciously accept, schedule, and abort real-time services when necessary to maximize the accrued utility. Our extensive experimental results show that our proposed algorithms can significantly outperform the traditional scheduling algorithms such as the Earliest Deadline First (EDF), the traditional utility accrual (UA) scheduling algorithms, and an earlier scheduling approach based on a similar model.

A democracia em rede: um estudo das manifestações recentes e o uso das redes sociais on-line

This thesis analyzes the global and Brazilian manifestations occurred since 2011, taking as a unifying and organizational element the social networks Facebook. The study was conducted through a literature survey about the protests in the streets and the Internet, in books, magazines, articles and academic papers, as well as comments on Facebook during the protests in Brazil.

Antecedentes da intenção de uso de comentários de viagem on-line na escolha de um meio de hospedagem

The Internet is present in each step of a trip planning. The constant technological advances has made major changes in the tourism industry. This is noticeable by the growing number of people who share their travel experiences on the Internet. This study has aimed to analyze the factors that influence the use of the Online Travel Reviews (OTR) in choosing an accommodation. It was done an investigation into the comments available on the internet about information on touristic products and services, specifically about accommodations. The research proposed to understand the influencing factors of OTR, in the Brazilian context, through the Technology Acceptance Model, Motivational Theory, Similarity, and Trustworthiness. The methodology used was a descriptive-exploratory study, with a quantitative approach, and bibliographic research. The study used a Structural Equation Modeling technique called Partial Least Squares (PLS), to test and evaluate the proposed research model. Data collection was performed with 308 guests hosted in five hotels in Ponta Negra (Natal/RN), who have used the OTRs in choosing an accommodation. The research tested fifteen hypotheses, where nine were confirmed, and six were rejected. The results showed that guests have attitude and intention to use the OTRs to choose an accommodation.

Marketingmérés – két eset az on-line marketing világából

A marketing mérhetőségével kapcsolatos igény nem új keletű jelenség, de elmondhatjuk: napjainkban mind erőteljesebb követelményként jelenik meg a gyakorló szakemberek előtt. Az on-line világ megjelenésével korábban többen a metrikák gyors fejlődését és a fogalmi kérdéskörben meglevő, számos homályos pont tisztázását várták. Bár az elmúlt években valóban sikerült tényszerű előrehaladást elkönyvelni, a várt áttörés - egyelőre - továbbra is csak várat magára. A szerző kutatásában - a kapcsolódó elméleti háttér áttekintését követően - két részterületet igyekszik megvilágítani, két rövid eset keretében. Egy B2B piacon mozgó vállalkozás keresőmarketing-költéseit elsősorban nyelvi-szemantikai elemzésnek vetette alá. Napjaink másik fontos és gyakran emlegetett területe a közösségi média. Itt egy nonprofit szervezet tevékenységét vizsgálta meg, a kutatási fókusz a törzsközönség attitűdje és a közzétett üzenetek hatékonysága közötti kapcsolat feltárása volt.

O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

O PLANEJAMENTO DA COMUNICAÇÃO ON-LINE: Como a velocidade no fluxo da informação altera a forma de planejar

O advento da internet causou uma revolução na forma como a sociedade se relaciona. A consolidação das mídias sociais na ambiência digital acentuou o poder das mudanças e forçou a comunicação a rever paradigmas. O imediatismo e a velocidade com que a informação se propaga num processo simétrico de mão dupla – emissor e receptor – mudou a forma de trabalhar, pensar e planejar. O presente trabalho traz uma pesquisa com profissionais de comunicação e analisa como o fator prazo tem impactado no processo do planejamento de longo prazo – tradicionalmente anual – das ações voltadas para o ambiente digital. A pesquisa baseou-se em amplo referencial teórico das áreas de comunicação, marketing, redes e mídias sociais, tecnologia, administração, além de institutos de pesquisas e empresas. A fim de descrever as experiências vividas pelos profissionais, empreendemos ainda uma pesquisa qualitativa com entrevistas em profundidade, com amostra não probabilística, com foco nas disciplinas de marketing e propaganda e relações públicas. Os resultados apontam para um aprendizado ainda sendo conquistado, dia após dia, a partir de tentativas e erros, onde a preocupação dos profissionais fica dividida entre o prazo de antecedência com que é feito um planejamento e a obrigatoriedade de sua revisão contínua.

As práticas comunicacionais do pós-venda: o SAC na era das redes sociais on-line

Estudo sobre as práticas comunicacionais da área de pós-vendas nas redes sociais on-line, com relação ao atendimento das empresas e os canais por elas disponibilizados para interação com o consumidor. Dentre as etapas, realizou-se uma análise sobre os hábitos dos consumidores de realizar buscas nas redes socais on-line; com o intuito de chamar a atenção das empresas sobre problemas de pós-venda nestes canais (reclamações, dúvidas técnicas, sugestões etc.). O objetivo principal foi elaborar de forma cronológica e estruturada a práticas de comunicação no pós-venda por meio dos diversos canais do SAC; resgatando as fases evolutivas do SAC, a lei de proteção do consumidor, desde a era analógica (sem acesso à internet e espontânea), até a chegada das redes sociais on-line. Para tal estudo foram realizados: levantamento bibliográfico, exploratório e documental sobre a área de pós-venda, marketing de relacionamento e de resultados de pesquisas sobre os hábitos dos consumidores conectados à internet; apresentação de casos que exemplificam as práticas comunicacionais do mercado; entrevista aplicada com oito especialistas do mercado; e formulário eletrônico aplicado com gestores das centrais de atendimento. Com todas essas análises, foi possível traçar um diagnóstico sobre a realidade atual da área de atendimento ao cliente das empresas selecionadas, nas redes sociais on-line, além de reforçar sensivelmente a ideia do consumidor produtor de conteúdo (prosumer) e a mudança no fluxo comunicacional consumidor versus empresa.

As unidades de alojamento de 5 estrelas no concelho de lisboa - a evolução e comparação dos preços on-line em duas épocas distintas

A utilização da internet para efetuar reservas on-line de alojamento no setor hoteleiro, tem um peso cada vez maior no conjunto das reservas efetuadas. É por isso, necessário que sejam elaborados estudos que permitam perceber a evolução dos preços oferecidos ao cliente, ao longo do tempo, nos diversos sites de reserva on-line e no site do próprio hotel, para que quer os clientes quer os gestores possuam informação rigorosa que lhes permita tomar decisões e elaborar estratégias eficazes. Nesta investigação, apresentar-se-á a evolução dos preços médios dos hotéis em estudo, obtida a partir da consulta de um conjunto de sites de reserva on-line que previamente se definiram e do site institucional, consulta efetuada ao longo dos dois períodos de doze dias que antecederam a época festiva da Páscoa e uma época não festiva. A investigação empírica efetuada, neste trabalho, foi realizada com base num estudo de caso exploratório, tendo como objeto de estudo os hotéis de 5 estrelas do concelho de Lisboa, tendo em conta os dados secundários disponíveis. O recurso ao estudo de caso permitiu delimitar de modo preciso o contexto desta investigação. A opção pelo tipo de pesquisa exploratória teve em conta o facto de se conhecer pouca bibliografia científica disponível sobre a temática em estudo. Os resultados obtidos permitiram perceber qual foi a evolução dos preços ao longo do período de consulta para a época festiva da Páscoa e para a época não festiva, possibilitando depois fazer a comparação da evolução dos preços entre as duas épocas. Da análise dos dados pôde ainda perceber-se se havia concertação entre os vários meios de reserva consultados, ou seja, entre os sites de reserve on-line considerados e o site institucional. Tomando por base os hotéis que durante os períodos de consulta foram esgotando pode, ainda, observar-se o comportamento dos preços médios em relação à variação da oferta disponível.