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.

Object modeling for user-centered development and user interface design: the wisdom approach

João Bernardo de Sena Esteves Falcão e Cunha

Graphical constraints: a graphical user interface for constraint problems

A constraint satisfaction problem is a classical artificial intelligence paradigm characterized by a set of variables (each variable with an associated domain of possible values), and a set of constraints that specify relations among subsets of these variables. Solutions are assignments of values to all variables that satisfy all the constraints. Many real world problems may be modelled by means of constraints. The range of problems that can use this representation is very diverse and embraces areas like resource allocation, scheduling, timetabling or vehicle routing. Constraint programming is a form of declarative programming in the sense that instead of specifying a sequence of steps to execute, it relies on properties of the solutions to be found, which are explicitly defined by constraints. The idea of constraint programming is to solve problems by stating constraints which must be satisfied by the solutions. Constraint programming is based on specialized constraint solvers that take advantage of constraints to search for solutions. The success and popularity of complex problem solving tools can be greatly enhanced by the availability of friendly user interfaces. User interfaces cover two fundamental areas: receiving information from the user and communicating it to the system; and getting information from the system and deliver it to the user. Despite its potential impact, adequate user interfaces are uncommon in constraint programming in general. The main goal of this project is to develop a graphical user interface that allows to, intuitively, represent constraint satisfaction problems. The idea is to visually represent the variables of the problem, their domains and the problem constraints and enable the user to interact with an adequate constraint solver to process the constraints and compute the solutions. Moreover, the graphical interface should be capable of configure the solver’s parameters and present solutions in an appealing interactive way. As a proof of concept, the developed application – GraphicalConstraints – focus on continuous constraint programming, which deals with real valued variables and numerical constraints (equations and inequalities). RealPaver, a state-of-the-art solver in continuous domains, was used in the application. The graphical interface supports all stages of constraint processing, from the design of the constraint network to the presentation of the end feasible space solutions as 2D or 3D boxes.

O discurso humorístico nas charges da Tribuna do Norte

In this dissertation, we analyze the constitution and functioning of the humorous discourse in discursive genre cartoon from the recognition and analysis of the techniques of humor used to get the desired effects of meaning. We used the theoretical and methodological assumptions of French Discourse Analysis henceforth (AD) for the research. Specifically on the techniques of humor, we rely on authors like Possenti (1998) and Propp (1992) to see how these procedures are present in the cartoons and make the discourse of humor. To achieve this goal, ten (10) cartoons were analyzed dealing with episodes relating to the management of the mayor Micarla de Souza in the city of Natal, RN. These cartoons were published in the newspaper Tribuna do Norte during the year 2012. The research falls within the field of study of Applied Linguistics and is qualitative, interpretive nature. In the first part, we did a rescue of the foundations of discourse analysis, discussing the concept of interdiscourse, then we carry on about the notion of gender discourse from the perspective of AD, and the genre itself cartoon as we work with the cartoon as a discourse genre, and finally, we deal with this humor discourse in cartoons. We then developed some analyzes to illustrate the postulate that all text is founded upon certain conditions of enunciation; that the relationship between the cartoons and interdiscourse is a constitutive relationship that brings out certain cartoons/ discourses and not others, and especially what humor techniques are used strategically by the cartoonist, whose discursive decisions cause certain effects of meaning. The results of this paper find that discursive relations are relations of subjects and meanings, that the discourse of cartoon is built from other sayings and discourses, and that certain textual and discursive procedures/techniques, as parody, irony, lowering the other, the ambiguity and displacement are mobilized in the text to generate the possible effect of the comic, thus building the humor discourse of the cartoons analyzed

Power flow for primary distribution networks considering uncertainty in demand and user connection

This paper presents a method for calculating the power flow in distribution networks considering uncertainties in the distribution system. Active and reactive power are used as uncertain variables and probabilistically modeled through probability distribution functions. Uncertainty about the connection of the users with the different feeders is also considered. A Monte Carlo simulation is used to generate the possible load scenarios of the users. The results of the power flow considering uncertainty are the mean values and standard deviations of the variables of interest (voltages in all nodes, active and reactive power flows, etc.), giving the user valuable information about how the network will behave under uncertainty rather than the traditional fixed values at one point in time. The method is tested using real data from a primary feeder system, and results are presented considering uncertainty in demand and also in the connection. To demonstrate the usefulness of the approach, the results are then used in a probabilistic risk analysis to identify potential problems of undervoltage in distribution systems. (C) 2012 Elsevier Ltd. All rights reserved.

Charges and fluxes in Maxwell theory on compact manifolds with boundary

We investigate the charges and fluxes that can occur in higher-order Abelian gauge theories defined on compact space-time manifolds with boundary. The boundary is necessary to supply a destination to the electric lines of force emanating from brane sources, thus allowing non-zero net electric charges, but it also introduces new types of electric and magnetic flux. The resulting structure of currents, charges, and fluxes is studied and expressed in the language of relative homology and de Rham cohomology and the corresponding abelian groups. These can be organised in terms of a pair of exact sequences related by the Poincare-Lefschetz isomorphism and by a weaker flip symmetry exchanging the ends of the sequences. It is shown how all this structure is brought into play by the imposition of the appropriately generalised Maxwell's equations. The requirement that these equations be integrable restricts the world-volume of a permitted brane (assumed closed) to be homologous to a cycle on the boundary of space-time. All electric charges and magnetic fluxes are quantised and satisfy the Dirac quantisation condition. But through some boundary cycles there may be unquantised electric fluxes associated with quantised magnetic fluxes and so dyonic in nature.

Nonlocal charges for bonus yangian symmetries of Super-Yang-Mills

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Basicities of primary arylamines and calculated amine nitrogen electronic charges

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

THE CONSERVED CHARGES AND INTEGRABILITY OF THE CONFORMAL AFFINE TODA MODELS

We construct infinite sets of local conserved charges for the conformal affine Toda model. The technique involves the abelianization of the two-dimensional gauge potentials satisfying the zero-curvature form of the equations of motion. We find two infinite sets of chiral charges and apart from two lowest spin charges, all the remaining ones do not possess chiral densities. Charges of different chiralities Poisson commute among themselves. We discuss the algebraic properties of these charges and use the fundamental Poisson bracket relation to show that the charges conserved in time are in involution. Connections to other Toda models are established by taking particular limits.

Magnetic field release of trapped charges in poly(fluorenylenevinylene)s

We have measured the effect of an applied magnetic field on the current through thin films of two different organic conjugated polymers that have previously shown to exhibit magnetoresistance, poly(9,9-dioctyl-1,4-fluorenylenevinylene) and poly(9,9-dioctyl-2,7-fluorenylenevinylene). The results show that the magnetic field releases trapped charges from inside the material and enhances the current. We have also performed optical absorption experiments on these polymer films under applied voltage and magnetic field. The results show that the magnetic field produces a change in the optical absorption in the low-energy range associated with deep traps and only under conditions when these traps are likely charged. These two results provide a strong case for the release of trapped charges caused by the magnetic field as being the cause of the magneto resistance in these polymers and possibly in other organic materials where magnetoresistance was recently observed. (c) 2007 Elsevier B.V. All rights reserved.

DO INERTIAL ELECTRIC CHARGES RADIATE WITH RESPECT TO UNIFORMLY ACCELERATED OBSERVERS

We revisit the long standing problem of analyzing an inertial electric charge from the point of view of uniformly accelerated observers in the context of semi-classical gravity. We Choose a suitable set of accelerated observers with respect to which there is no photon emission coming from the inertial charge. We discuss this result against previous claims.

An extended query-the-user tool for expert systems

An extended version of HIER, a query-the-user facility for expert systems is presented. HIER was developed to run over Prolog programs, and has been incorporated to systems that support the design of large and complex applications. The framework of the extended version is described,; as well as the major features of the implementation. An example is included to illustrate the use of the tool, involving the design of a specific database application.

THE ALGEBRA OF NONLOCAL CHARGES IN NONLINEAR SIGMA-MODELS

We obtain the exact classical algebra obeyed by the conserved non-local charges in bosonic non-linear sigma models. Part of the computation is specialized for a symmetry group O(N). As it turns out the algebra corresponds to a cubic deformation of the Kac-Moody algebra. We generalize the results for the presence of a Wess-Zumino term. The algebra is very similar to the previous one, now containing a calculable correction of order one unit lower. The relation with Yangians and the role of the results in the context of Lie-Poisson algebras are also discussed.