Digital Content Marketing in the Business-to-Business Context. A Case Study on Marketing Communications Agencies.

Marketing has changed because of digitalization. Marketing is moving towards digital channels and more companies are transitioning from “pushing” advertising messages to “pull” marketing, that attracts audience with the content that interests and benefits the audience. This kind of marketing is called content marketing or “inbound” marketing. This study focuses on how marketing communications agencies utilize digital content marketing and what are the best practices with the selected digital content marketing channels. In this study, those channels include blogs, Facebook, Twitter, and LinkedIn. The qualitative research method was utilized in order to examine the phenomenon of digital content marketing in-depth. The chosen data collecting method was semi-structured interviewing. A total of seven marketing communications agencies, who currently utilize digital content marketing, were selected as case companies and interviewed. All the case companies are from the marketing communications industry because that industry can be assumed to be well adapted to digital content marketing techniques. There is a research gap about digital content marketing in the B2B context, which increases the novelty value of this research. The study examines what is digital content marketing, why B2B companies use digital content marketing, and how should digital content marketing be conducted through blogs and social media. The informants perceived digital marketing to be a fundamental part of their all marketing. They conduct digital content marketing for the following reasons: to increase sales, to improve their brand image and to demonstrate their own skills. Concrete results of digital content marketing for the case companies include sales leads, new clients, better brand image, and that recruiting is easier. The most important success factors with blogs and social media are the following: 1) Audience-centric thinking. All content planning should start from figuring out which themes interests the target audience. Social media channel choices should be based on where the target audience can be reached. 2) Companies should not talk only about themselves. Instead, content is made about themes that interests the target audience. On social media channels, only a fragment of all shared content is about the company. Rather, most of the shared content is industry-specific content that helps the potential client.

Promoting Healthy Lifestyles with Personalized, APOE Genotype Based Health Information: The Effects on Psychological-, Health Behavioral and Clinical Factors

There is an increasing demand for individualized, genotype-based health advice. The general population-based dietary recommendations do not always motivate people to change their life-style, and partly following this, cardiovascular diseases (CVD) are a major cause of death in worldwide. Using genotype-based nutrition and health information (e.g. nutrigenetics) in health education is a relatively new approach, although genetic variation is known to cause individual differences in response to dietary factors. Response to changes in dietary fat quality varies, for example, among different APOE genotypes. Research in this field is challenging, because several non-modifiable (genetic, age, sex) and modifiable (e.g. lifestyle, dietary, physical activity) factors together and with interaction affect the risk of life-style related diseases (e.g. CVD). The other challenge is the psychological factors (e.g. anxiety, threat, stress, motivation, attitude), which also have an effect on health behavior. The genotype-based information is always a very sensitive topic, because it can also cause some negative consequences and feelings (e.g. depression, increased anxiety). The aim of this series of studies was firstly to study how individual, genotype-based health information affects an individual’s health form three aspects, and secondly whether this could be one method in the future to prevent lifestyle-related diseases, such as CVD. The first study concentrated on the psychological effects; the focus of the second study was on health behavior effects, and the third study concentrated on clinical effects. In the fourth study of this series, the focus was on all these three aspects and their associations with each other. The genetic risk and health information was the APOE gene and its effects on CVD. To study the effect of APOE genotype-based health information in prevention of CVD, a total of 151 volunteers attended the baseline assessments (T0), of which 122 healthy adults (aged 20 – 67 y) passed the inclusion criteria and started the one-year intervention. The participants (n = 122) were randomized into a control group (n = 61) and an intervention group (n = 61). There were 21 participants in the intervention Ɛ4+ group (including APOE genotypes 3/4 and 4/4) and 40 participants in the intervention Ɛ4- group (including APOE genotypes 2/3 and 3/3). The control group included 61 participants (including APOE genotypes 3/4, 4/4, 2/3, 3/3 and 2/2). The baseline (T0) and follow-up assessments (T1, T2, T3) included detailed measurements of psychological (threat and anxiety experience, stage of change), and behavioral (dietary fat quality, consumption of vegetables, - high fat/sugar foods and –alcohol, physical activity and health and taste attitudes) and clinical factors (total-, LDL- HDL cholesterol, triglycerides, blood pressure, blood glucose (0h and 2h), body mass index, waist circumference and body fat percentage). During the intervention six different communication sessions (lectures on healthy lifestyle and nutrigenomics, health messages by mail, and personal discussion with the doctor) were arranged. The intervention groups (Ɛ4+ and Ɛ4-) received their APOE genotype information and health message at the beginning of the intervention. The control group received their APOE genotype information after the intervention. For the analyses in this dissertation, the results for 106/107 participants were analyzed. In the intervention, there were 16 participants in the high-risk (Ɛ4+) group and 35 in the low-risk (Ɛ4-) group. The control group had 55 participants in studies III-IV and 56 participants in studies I-II. The intervention had both short-term (≤ 6 months) and long-term (12 months) effects on health behavior and clinical factors. The short-term effects were found in dietary fat quality and waist circumference. Dietary fat quality improved more in the Ɛ4+ group than the Ɛ4- and the control groups as the personal, genotype-based health information and waist circumference lowered more in the Ɛ4+ group compared with the control group. Both these changes differed significantly between the Ɛ4+ and control groups (p<0.05). A long-term effect was found in triglyceride values (p<0.05), which lowered more in Ɛ4+ compared with the control group during the intervention. Short-term effects were also found in the threat experience, which increased mostly in the Ɛ4+ group after the genetic feedback (p<0.05), but it decreased after 12 months, although remaining at a higher level compared to the baseline (T0). In addition, Study IV found that changes in the psychological factors (anxiety and threat experience, motivation), health and taste attitudes, and health behaviors (dietary, alcohol consumption, and physical activity) did not directly explain the changes in triglyceride values and waist circumference. However, change caused by a threat experience may have affected the change in triglycerides through total- and HDL cholesterol. In conclusion, this dissertation study has given some indications that individual, genotypebased health information could be one potential option in the future to prevent lifestyle-related diseases in public health care. The results of this study imply that personal genetic information, based on APOE, may have positive effects on dietary fat quality and some cardiovascular risk markers (e.g., improvement in triglyceride values and waist circumference). This study also suggests that psychological factors (e.g. anxiety and threat experience) may not be an obstacle for healthy people to use genotype-based health information to promote healthy lifestyles. However, even in the case of very personal health information, in order to achieve a permanent health behavior change, it is important to include attitudes and other psychological factors (e.g. motivation), as well as intensive repetition and a longer intervention duration. This research will serve as a basis for future studies and its information can be used to develop targeted interventions, including health information based on genotyping that would aim at preventing lifestyle diseases. People’s interest in personalized health advices has increased, while also the costs of genetic screening have decreased. Therefore, generally speaking, it can be assumed that genetic screening as a part of the prevention of lifestyle-related diseases may become more common in the future. In consequence, more research is required about how to make genetic screening a practical tool in public health care, and how to efficiently achieve long-term changes.

Corporate green image communication through public disclosures and social media

Today, companies need to mind the environment in all their actions. Policies, regulations and growing pressure from environmentally conscious public are driving corporations to invest increasingly in their green images. Communication plays a key role in forming and maintaining that image. This thesis explores how six selected companies communicate about their environmental efforts and activities, and its linkage to their green images, in annual and sustainability reports and in Facebook. The companies come from the U.S. and Europe and operate in three different industries: ICT, oil and gas, and aerospace & defense. Qualitative and quantitative content analyses are conducted to examine 36 reports and 121 Facebook messages, collected from the period of 2010-2014, and from 2005 for comparison. The results show that although the quality and quantity of environmental disclosure is increasing, there is still room for improvement. Overall, disclosure in the ICT sector is on the highest level. The European companies disclose more and on average have stronger green images than the American ones. Emissions and ways to reduce them is by far the most covered topic in both continents and in all three industry sectors. The messages in Facebook are closer to advertising, and overall the platform is utilized surprisingly little.

Slackers, slashers and sticklers : Hollywood films and audience reception /

This thesis examines the processes through which identity is acquired and the processes that Hollywood :films employ to facilitate audience identification in order to determine the extent to which individuality is possible within postmodem society. Opposing views of identity formation are considered: on the one hand, that of the Frankfurt School which envisions the mass audience controlled by the culture industry and on the other, that of John Fiske which places control in the hands of the individual. The thesis takes a mediating approach, conceding that while the mass media do provide and influence identity formation, individuals can and do decode a variety of meanings from the material made available to them in accordance with the text's use-value in relation to the individual's circumstances. The analysis conducted in this thesis operates on the assumption that audiences acquire identity components in exchange for paying to see a particular film. Reality Bites (Ben Stiller 1994) and Scream (Wes Craven 1996) are analyzed as examples of mainstream 1990s films whose material circumstances encourage audience identification and whose popularity suggest that audiences did indeed identify with them. The Royal Tenenbaums (Wes Anderson 2001) is considered for its art film sensibilities and is examined in order to determine to what extent this film can be considered a counter example. The analysis consists of a combination of textual analysis and reception study in an attempt to avoid the problems associated with each approach when employed alone. My interpretation of the filmmakers' and marketers' messages will be compared with online reviews posted by film viewers to determine how audiences received and made use of the material available to them. Viewer-posted reviews, both unsolicited and unrestricted, as found online, will be consulted and will represent a segment of the popular audience for the three films to be analyzed.

Revisiting girlhood : defining a postmodern/popular feminist culture /

It has bee1l said that feminism is dead, but in fact feminism is alive in popular cultural fonlls that offer pleasure, style, fUll and advice, as well as political messages that are internalized alld continuously enacted in the lives of North American female youth. This thesis discusses popular feminism with respect to mainstream girls' cultural discourses in music alld magazine reading. Specifically this thesis examines the importance of Madonna, Gwen Stefani, and the Spice Girls, in addition to the numerous girl magazines available on the market today, such as Seventeen and YM. Focusing on the issue of the feminine versus feminist polarity and its importance to girls' culture, this thesis attempts to demonstrate how popular feminism can be used as a mode of empowerment and illustrates the mode of consumption of popular feminist texts that frames female selfimage, attitude, behaviour and speech. Through the employment of popular feminist theories and a discourse alld semiotic analysis of musical lyrics, performance and style, in addition to magazine reading and advertisements, this thesis highlights the use of active media reading and being by girls to gaill an understanding with regards to social positioning and postmodern political identity. More fundamentally, this thesis questions how popular feminism disables, questions and critiques popular ideologies ill a patriarchal society.

The effectiveness of a health versus appearance message on pregnant women's intentions to exercise postpartum : the moderating role of self-monitoring

Despite the confimied health benefits of exercise during the postpartum period, many new mothers are not sufficiently active. The present research aimed to examine the effectiveness of 2 types of messages on intention to exercise after giving birth on 2 groups of pregnant women (low and high self-monitors) using the Theory of Planned Behavior as a theoretical basis. Participants were 2 1 8 pregnant women 1 8 years of age and older (Mean age = 27.9 years, SD = 5.47), and in their second or third trimester. Women completed a demographics questionnaire, a self-monitoring (SM) scale and the Godin Leisure Time Exercise Questionnaire for current and pre-pregnancy exercise levels. They then read one of two brochures, describing either the health or appearance benefits of exercise for postpartum women. Women's attitudes, social norms, perceived behavioral control, and intentions to exercise postpartum were then assessed to determine whether one type of message (health or appearance) was more effective for each group. A MANOVA found no significant effect (p>0.05) for message type, SM, or their interaction. Possible reasons include the fact that the two messages may have been too similar, reading any message about exercise may result in intentions to exercise, or lack of attention given to the brochure. Given the lack of research in this area, more studies are necessary to confirm the present results. Two additional exploratory analyses were conducted. Pearson correlations found higher levels of pre-pregnancy exercise and current exercise to be associated with more positive attitudes, more positive subjective norms, higher perceived behavioral control, and higher intention to exercise postpartum. A hierarchical regression was conducted to determine the predictive utility of attitudes, subjective norms, and perceived behavioral control on intention for each self-monitoring group. Results of the analysis demonstrated the three independent variables significantly predicted intention (p < .001) in both groups, accounting for 58-62% of the variance in intention. For low self-monitors, attitude was the strongest predictor of intention, followed by perceived behavioral control and subjective norm. For high self-monitors, perceived behavioral control was the strongest predictors, followed by attitudes and subjective norm. The present study has practical and real world implications by contributing to our understanding of what types of messages, in a brochure format, are most effective in changing pregnant women's attitudes, subjective norm, perceived behavioral control and intention to exercise postpartum and provides ftirther support for the use of the Theory of Planned Behavior with this population.

Reality status evaluations in mediated experiences /

This paper explores the cognitive functions of the Reality Status Evaluation (RSE) system in our experiences of narrative mediated messages (NMM) (fictional, narrative, audio-visual one-way input and moving picture messages), such as fictional TV programs and films. We regard reality in mediated experiences as a special mental and emotional construction and a multi-dimensional concept. We argue that viewers' reality sense in NMM is influenced by many factors with "real - on" as the default value. Some of these factors function as primary mental processes, including the content realism factors of those messages such as Factuality (F), Social Realism (SR), Life Relevance (LR), and Perceptual Realism - involvement (PR), which would have direct impacts on reality evaluations. Other factors, such as Narrative Meaning (NM), Emotional Responses, and personality trait Absorption (AB), will influence the reality evaluations directly or through the mediations of these main dimensions. I designed a questionnaire to study this theoretical construction. I developed items to form scales and sub-scales measuring viewers' subjective experiences of reality evaluations and these factors. Pertinent statistical techniques, such as internal consistency and factorial analysis, were employed to make revisions and improve the quality of the questionnaire. In the formal experiment, after viewing two short films, which were selected as high or low narrative structure messages from previous experiments, participants were required to answer the questionnaire, Absorption questionnaire, and SAM (Self-Assessment Manikin, measuring immediate emotional responses). Results were analyzed using the EQS, structural equation modeling (SEM), and discussed in terms oflatent relations among these subjective factors in mediated experience. The present results supported most of my theoretical hypotheses. In NMM, three main jactors, or dimensions, could be extracted in viewers' subjective reality evaluations: Social Realism (combining with Factuality), Life Relevance and Perceptual Realism. I designed two ways to assess viewers' understanding of na"ative meanings in mediated messages, questionnaire (NM-Q) and rating (NM-R) measurement, and its significant influences on reality evaluations was supported in the final EQS models. Particularly in high story stnlcture messages, the effect of Narrative Meaning (NM) can rarely be explained by only these dimensions of reality evaluations. Also, Empathy seems to playa more important role in RSE of low story structure messages. Also, I focused on two other factors that were pertinent to RSE in NMM, the personality trait Absorption, and Emotional Responses (including two dimensions: Valence and Intensity). Final model results partly supported my theoretical hypotheses about the relationships among Absorption (AB), Social Realism (SR) and Life Relevance (LR); and the immediate impact of Emotional Responses on Perceptual Realism cPR).

Canada Flag Day Souvenir Book

A souvenir book from Canada Flag Day, 9 June 1973, Stoney Creek. The book includes messages from the Mayor, Norman Curry and General Chairman, Robert A. Hodgson. The lyrics to a song "Canada" by Bobby Gimby and photograph are also included. There are several local businesses advertised.

General Orders No. 61, 24 September 1918

General Orders, dated 24 September 1918, includes telegram messages received by the Corps Commander. The telegrams quoted include one from Woodrow Wilson and Major General Summerall. Both are messages of congratulations and praise.

Réflexion juridique autour de la notion de désinformation eu égard à la transmission de métavirus

Un résumé en anglais est également disponible.

Impact de la collaboration entre médecins et infirmières sur la communication entre professionnels/patient et famille

Problématique : La collaboration entre infirmières et médecins est un élément crucial lorsque la condition des patients est instable. Une bonne collaboration entre les professionnels permet d’améliorer la qualité des soins par l’identification des patients à risques et l’élaboration de priorités dans le but de travailler à un objectif commun. Selon la vision des patients et de leur famille, une bonne communication avec les professionnels de la santé est l’un des premiers critères d’évaluation de la qualité des soins. Objectif : Cette recherche qualitative a pour objectif la compréhension des mécanismes de collaboration interprofessionnelle entre médecins et infirmières aux soins intensifs. L’étude tente également de comprendre l’influence de cette collaboration sur la communication entre professionnels/ patients et famille lors d’un épisode de soins. Méthode : La collecte de données est réalisée par le biais de 18 entrevues, qui ont été enregistrées puis retranscrites. Parmi les entrevues effectuées deux gestionnaires, six médecins et infirmières, et enfin dix patients et proches ont été rencontrés. Ces entrevues ont été codifiées puis analysées à l’aide du modèle de collaboration interprofessionnelle de D’Amour (1997), afin de déterminer les tendances de collaboration. Pour terminer, l’impact des différentes dimensions de la collaboration sur la communication entre les professionnels/ patient et famille a été analysé. Résultats : Médecins et infirmières doivent travailler conjointement tant avec les autres professionnels, que les patients et leur famille afin de développer une relation de confiance et une communication efficace dans le but d’établir des objectifs communs. Les patients et les familles désirent rencontrer des professionnels ouverts qui possèdent des talents de communicateur ainsi que des qualités interpersonnelles. Les professionnels doivent faire preuve de transparence, prendre le temps de donner des explications vulgarisées, et proposer aux patients et aux familles de poser leurs questions.

Wireless privacy and personalized location-based services: the challenge of translating the legal framework into business practices

L'avancement des communications sans-fil permet l'obtention de nouveaux services bases sur l'habileté des fournisseurs de services sans-fil à déterminer avec précision, et avec l'utilisation de technologies de pistage, la localisation et position géographiquement d'appareils sans-fil Cette habileté permet d'offrir aux utilisateurs de sans-fil de nouveaux services bases sur la localisation et la position géographique de leur appareil. Le développement des services basés sur la localisation des utilisateurs de sans-fil soulevé certains problèmes relatifs à la protection de la vie privée qui doivent être considérés. En effet, l'appareil sans-fil qui suit et enregistre les mouvements de I 'utilisateur permet un système qui enregistre et entrepose tous les mouvements et activités d'un tel utilisateur ou encore qui permet l'envoi de messages non anticipes à ce dernier. Pour ce motif et afin de protéger la vie privée des utilisateurs de sans-fil, une compagnie désirant développer ou déployer une technologie permettant d'offrir ce genre de services personnalisés devra analyser l'encadrement légal touchant la protection des données personnelles--lequel est dans certains cas vague et non approprié à ce nouveau contexte--ainsi que la position de l'industrie dans ce domaine, et ce, afin d'être en mesure de traduire cet encadrement en pratiques commerciales. Cette analyse permettra d'éclairer le fournisseur de ces services sur la façon d'établir son modèle d'affaires et sur le type de technologie à développer afin d'être en mesure de remédier aux nouveaux problèmes touchant la vie privée tout en offrant ces nouveaux services aux utilisateurs de sans-fil.

Exploitation des genres de textes pour assister les pratiques textuelles dans les environnements numériques de travail : le cas du courriel chez des cadres et des secrétaires dans une municipalité et une administration fédérale canadiennes

Notre recherche a pour but de déterminer comment les genres textuels peuvent être exploités dans le design des environnements numériques de travail afin de faciliter l’accomplissement des pratiques textuelles de cadres et de secrétaires dans une municipalité et une administration fédérale canadiennes. À cet effet, le premier objectif consiste à évaluer l’aptitude des environnements numériques de travail à supporter les pratiques textuelles (lecture, écriture et manipulation des textes) de ces employés. Le deuxième objectif est de décrire les rôles des genres textuels au cours des pratiques textuelles. Avec l’exemple du courriel, le troisième objectif vise à examiner comment le genre peut être exploité dans une perspective d’assistance à la réalisation des pratiques textuelles dans les environnements numériques de travail. Cette recherche de nature qualitative comporte une méthodologie en deux étapes. La première étape consiste en un examen minutieux des pratiques textuelles, des difficultés rencontrées au cours de celles-ci, du rôle du genre dans les environnements numériques de travail, ainsi que des indices sollicités au cours de la gestion du courriel. Trois modes de collecte des données qualitatives sont utilisés auprès de 17 cadres et de 17 secrétaires issus de deux administrations publiques : l’entrevue semi-dirigée, le journal de bord et l’enquête cognitive. Les résultats sont examinés à l’aide de stratégies d’analyse de contenu qualitative. La deuxième phase comprend la mise au point d’une chaîne de traitement du courriel, visant à étayer notre réflexion sur le genre textuel et son exploitation dans la conception des environnements numériques de travail. Un corpus de 1703 messages est élaboré à partir d’un échantillon remis par deux cadres gouvernementaux. Les résultats permettent d’abord de dresser un portrait général des pratiques de lecture, d’écriture et de manipulation des textes communes et spécifiques aux cadres et aux secrétaires. L’importance du courriel, qui constitue environ 40% des systèmes notés dans les journaux de bord, est soulignée. Les difficultés rencontrées dans les environnements numériques de travail sont également décrites. Dans un deuxième temps, les rôles du genre au cours des pratiques textuelles sont examinés en fonction d’une matrice tenant à la fois compte de ses dimensions individuelles et collectives, ainsi que de ses trois principales facettes ; la forme, le contenu et la fonction. Ensuite, nous présentons un cadre d’analyse des indices affectant la gestion du courriel qui synthétise le processus d’interprétation des messages par le destinataire. Une typologie des patrons de catégorisation des cadres est également définie, puis employée dans une expérimentation statistique visant la description et la catégorisation automatique du courriel. Au terme de ce processus, on observe des comportements linguistiques marqués en fonction des catégories du courriel. Il s’avère également que la catégorisation automatique basée sur le lexique des messages est beaucoup plus performante que la catégorisation non lexicale. À l’issue de cette recherche, nous suggérons d’enrichir le paradigme traditionnel relevant de l’interaction humain-ordinateur par une sémiotique du genre dans les environnements numériques de travail. L’étude propose également une réflexion sur l’appartenance du courriel à un genre, en ayant recours aux concepts théoriques d’hypergenre, de genre et de sous-genre. Le succès de la catégorisation automatique du courriel en fonction de facettes tributaires du genre (le contenu, la forme et la fonction) offre des perspectives intéressantes sur l’application de ce concept au design des environnements numériques de travail en vue de faciliter l’accomplissement des pratiques textuelles par les employés.

The adoption and use of SMS among Chinese teenagers

Ce mémoire examine l'adoption des téléphones mobiles et l'utilisation des messages texte (SMS) par les adolescents chinois, selon la théorie des usages et gratifications et de la recherche sur la communication par ordinateur. Certains champs particuliers de l'utilisation des messages textes par les adolescents chinois, comme le contrôle parental, la circulation des chaînes de messages, la popularité des messages de salutations et l'utilisation répandue des émoticônes ont été étudiés. La fonction sociale des SMS, plus particulièrement des pratiques sociales et des relations émotionnelles des adolescents chinois, a également été explorée. Cette étude est basée sur un sondage réalisé sur le terrain auprès de 100 adolescents chinois. Elle révèle que chez les adolescents chinois, les deux principales raisons pour l'adoption du téléphone mobile sont l'influence parentale et le besoin de communication sociale. Quant à l'utilisation des messages texte, elle répond à sept usages et gratifications : la flexibilité, le coût modique, l’intimité, éviter l'embarras, le divertissement, l'engouement et l'évasion. Il a également été observé que les messages texte jouent un rôle positif dans la construction et l'entretien des relations sociales des adolescents chinois.

Le discours organisationnel et la construction de la responsabilité sociale d’entreprise : une comparaison d’entreprises chiliennes et canadiennes

Cette recherche se propose d’étudier, d’un point de vue ethnométhodologique, la manière dont des entreprises de deux pays (le Chili et le Canada) et trois secteurs productifs (Banque, télécommunications et forestier) construisent leur responsabilité sociale à partir de leur discours, c’est à dire à la manière dont elles s’auto-positionnent par rapport à cette question. Sans vouloir généraliser, la comparaison des entreprises canadiennes et chiliennes a pour objectif de savoir dans quelle mesure des entreprises établies dans des pays représentant différents degrés de développement construisent des discours différents ou similaires par rapport à la question de leur responsabilité sociale. Pour tenter de répondre à cette question, nous étudierons ce sujet à travers l’analyse du message ou de la lettre du Président Directeur Général (PDG) présentées sur leurs rapports de responsabilité sociale, ce qui nous permettra de montrer comment les entreprises construisent et s’auto-positionnent, dans leur discours officiel, par rapport à la question de leur responsabilité sociale. En nous basant sur ces analyses, nous discuterons des similitudes et des différences identifiées et nous montrerons ainsi dans quelle mesure la responsabilité sociale est construite sur des références globales plus larges, ou sur des contingences qui émergent du contexte.