Word of mouth marketing in the digital age: a case study analysis of viral marketing campaigns

A era digital viu a ascensão da empresa focada no consumidor. Todos os dias, marcas e produtos são objeto de milhões de conversas em que os consumidores trocam pontos de vista, opiniões e informações antes de tomar a decisão de compra. Os profissionais de marketing entenderam a importância do boca a boca como um novo canal de comunicação estratégica e começaram a ancorar técnicas de boca a boca à estratégia de marketing global. A propaganda tornou-se um negócio de conversa: o novo desafio do marketing é criar um conteúdo envolvente e compartilhável que possa expandir e ressoar dentro de redes de sociais de consumidores. Quanto mais as pessoas falam sobre a sua marca, mais a probabilidade de ganhar a competição dura e aumentar as vendas. Mas como o boca a boca funciona? O que faz uma campanha de marketing um sucesso viral? Este trabalho tem como objetivo fornecer uma análise abrangente da teoria de marketing de boca a boca e usa um modelo descritivo para investigar as variáveis-chave de campanhas bem-sucedidas de marketing viral, a fim de proporcionar insights e sugestões para as práticas de marketing viral.

A percepção de valor de uma biblioteca médica digital para o embasamento das condutos assistenciais adotadas em um hospital privado no Rio de Janeiro

Este estudo foi desenvolvido em um hospital privado, no Rio de Janeiro, com o intuito de demonstrar o valor de uma biblioteca médica digital, como ferramenta de suporte para fundamentação científica das condutas assistenciais adotadas pela equipe médica, que resultaram em glosas técnicas e perda de faturamento para a instituição. Para isso, por meio do método revisão integrativa, foi coletada a literatura clínica referente às glosas, ocorridas durante o período de janeiro a setembro de 2014, e analisada sob a perspectiva do modelo conceitual apresentado pela Cochrane (LEFEBVRE et al., 2011) que identifica o nível da evidência científica e estabelece o seu grau de recomendação para a prática clínica. Durante a análise de conteúdo, considerando as técnicas propostas por Bardin (1977), foram identificadas as evidências científicas que conferem valor à prática assistencial, conforme proposto pelo modelo conceitual. Além disso, o valor dos itens glosados foi incluído na análise dos resultados, reforçando a tendência do estudo para a validação do modelo conceitual que recomenda a prática clínica baseada em evidências científicas para geração de resultados mais efetivos e de melhor custo/benefício na saúde. Com base nos achados, são discutidas as implicações teóricas e práticas, assim como sugestões para futuros estudos sobre o tema.

Depleting the curriculum: teaching digital platforms and curricular impoverishment

The paper aims at showing how curricular complexity tends to be depleted by the use of digital platforms based on the SCORM (Sharable Content Object Reference Model) standard, which was created with the main purpose of recycling content as it is supposed to be independent both from the context of learning and the supporting technology also deemed to be neutral, all surrounded by a rhetoric of innovation and “pedagogical” innovation. The starting point of the discussion is García Perez’s model of Traditional Didactics as a simple tool to show almost graphically that any ancient didactic model is far richer in terms of complexity than the linearity, in disguise most of the times but still visible under a not so sophisticated critical lens, of the interaction human-(reusable) content that is the basis of the SCORM standard. The paper also addresses some of the more common deliberate mix-ups related to those digital platforms, such as learning and teaching, content and learning object, systems of automatic teaching and learning management systems.

Mudança dos processos de negócios e adequação da TI nas empresas em decorrência da implantação do sistema público de escrituração digital SPED: um estudo de casos múltiplos

Companies have always been organized by processes, often imperceptible to its employees. With the advancement of technology, organizational processes currently run an organization through computers, and thus generate immediate information that is available to each sector. With the objective of seeking business information in real time, the government created the SPED - Public System of Digital, which involves three subsystems, which are the Electronic Invoice, Digital Accounting Bookkeeping and Digital Tax Bookkeeping. This system is revolutionizing the business structures when gathering, in an innovative way, all information and interlinked business processes. For the implementation of SPED, a revision in the organizational processes is required, since the information is generated and is sent online to the government, without mistakes. Thus the study aimed to analyze the change brought about by the implementation of the Public System of Digital SPED in the main business processes. In order to do so, we have performed a multiple case study involving three companies in the state of Para, two operate in wholesale and one explores agribusiness. The Data collection was performed by accounting professionals, IT and managers. According to the results obtained, it was found that in two companies, the IT infrastructure was capable of deploying the new system without major problems, while one company had more difficulties to cope with the new system. However, all companies had to examine its processes to make the customizations needed to fit. It was also observed that there is no IT Governance in two companies. Therefore, we recommend the use of an appropriate model, not only for the implementation of SPED, but as a way to manage and extract better results from investment in information technology

Formação de professores, saberes, reflexividade e apropriação da cultura digital no Projeto Um Computador por Aluno (UCA)

This study investigates teacher training and cognitive practice of teachers in a Basic Education school that adopted the Project One Computer per Student (OCS) in their school routine. Its relevance consists in provide directions for the continuation of training activities on the Project and guide the teachers with their pedagogical practices using the laptop model one to one. The thesis defended is that the educator formation for social using of digital media (specially the laptops from the Project UCA) gives space to establish new sociotechnical relationships, of new social and professionals practices, new identitary components and a process of reflexivity and knowledge reconstruction to teach. We reaffirm the importance of reflexivity and appropriation of digital culture for the better development of teaching practice using the Information and Communication Technologies (ICTs), giving focus to the aspects of social and professional use of the technology. The study is part of the qualitative aspect and is a procedural tracking based on principles of ethnographic research. As procedures and methodological tools, were used: intensive observation of school environments, documental analysis, focal group, semi-structured questionnaires and semi-structured individual interviews. The research was held in a public school in the city of Parnamirim - RN. The subject sample relates to 17 teachers, coming from the elementary school I and II, Youth and Adult Education and High School, who went through the process of training UCA and having entered the laptops in their teaching. The research corpus is structured based on the messages built into the process of data collection and is analyzed based on principles of Content Analysis, specified by Laurence Bardin (2011). Was taken as theoretical reference studies by Tardif (2000; 2011), Pimenta (2009), Gorz (2004, 2005), Giddens (1991), Dewey, J. (1916), Boudieu (1994; 1999), Freire (1996; 2005), among others. The analysis indicates a process of reconstruction / revision of knowledge to teach and work in digital culture, being these knowledges guided by the experience of the subjects investigated. The reconstructed knowledges will be revealed from a categorization process. The following groups of knowledges: "technical knowledges", "didactic-methodological knowledges and knowledges of professionalization" were built on the assumption of ownership of digital culture in the educational context. The analysis confirms the appearance of new ways of sociability when acquiring other forms of acting and thinking ICTs, despite the environment adverse to the reflexivity shared among the teachers. Also reveals, based on the ownership concept present on the data analysis, the construction of meanings of belonging and transformation of individuals into social routes from the interweaving of the teaching practice with the digital culture. Emphasizes, finally, the importance of a training for use of ICTs that exceeds the instrumentation, in other words, what we call "technical knowledges", but taking on its structural basis the shared reflection, the opening for the ressignificance (new meaning) and reconstruction of new knowledges and practices and that really allows, to the teacher, the living of an experience capable of providing socio-technical transformations of their relationships

Qualidade do serviço de informação digital :um estudo exploratório em web sites de Programas de Pós-Graduação

This dissertation of Mestrado investigated the performance and quality of web sites. The target of the research is the proposal of an integrated model of evaluation of services of digital information in web educational sites. The universe of the research was constituted by eighteen Brazilian Universities that offer after-graduation courses, in the levels of mestrado and doutorado in the area of Engineering of Production. The adopted methodology was a descriptive and exploratory research, using the technique of systematic comment and focus group, for the collection of the data, using itself changeable independent dependents and, through the application of two instruments of research. The analysis protocol was the instrument adopted for evaluation and attainment of qualitative results. E the analysis grating was applied for evaluation and attainment of the quantitative results. The qualitative results had identified to the lack of standardization of web sites, under the attributes of content, hierarchy of information, design of the colors and letters. It of accessibility for carriers of auditory and visual special necessities was observed inexistence, as well as the lack of convergence of medias and assistivas technologies. The language of the sites also was evaluated and all present Portuguese only language. The general result demonstrated in grafico and tables with classification of the Universities, predominating the Good note As for the quantitative results, analysis method ed was estatistico, in order to get the descriptive and inferencial result between the dependent and independent variaveis. How much a category of analysis of the services of the evaluated sites, was found it props up and the index generality weighed. These results had served of base for ranking of existence or inexistence the Universities, how much of the information of services in its web sites. In analysis inferencial the result of the test of correlation or association of the independent variaveis (level, concept of the CAPES and period of existence of the program) with the caracteristicas, called was gotten categories of services. For this analysis the estatisticos methods had been used: coefficient of Spearman and the Test of Fisher. But the category you discipline of the Program of Mestrado presented significance with variavel independent and concept of the CAPES. Main conclusion of this study it was ausencia of satandardization o how much to the subjective aspects, design, hierarchy of information navigability and content precision and the accessibility inexistence and convergence. How much to the quantitative aspects, the information services offered by web sites of the evaluated Universities, still they do not present a satisfactory and including quality. Absence of strategies, adoption of tools web, techniques of institucional marketing and services that become them more interactive, navigable is perceived and with aggregate value

Arquitetura para aplicações interativas imersivas de televisão digital

In this work, we propose a new approach to Interactive Digital Television (IDTV), aimed to explore the concepts of immersivity. Several architectures have been proposed to IDTV, but they did not explore coherently questions related to immersion. The goal of this thesis consists in defining formally what is immersion and interactivity for digital TV and how they may be used to improve user experience in this new televisive model. The approach raises questions such as the appropriate choice of equipment to assist in the sense of immersion, which forms of interaction between users can be exploited in the interaction-immersion context, if the environment where an immersive and interactive application is used can influence the user experience, and which new forms of interactivity between users, and interactivity among users and interactive applications can be explored with the use of immersion. As one of the goals of this proposal, we point out new solutions to these issues that require further studies. We intend to formalize the concepts that embrace interactivity in the brazilian system of digital TV. In an initial study, this definition is organized into categories or levels of interactivity. From this point are made analisis and specifications to achieve immersion using DTV. We pretend to make some case studies of immersive interactive applications for digital television in order to validate the proposed architecture. We also approach the use of remote devices anda proposal of middleware architecture that allows its use in conjunction with immersive interactive applications

Análise da imagem digital para estimativa da área foliar em plantas de laranja Pêra

Objetivou-se, com o trabalho, avaliar dois métodos de estimativa da área foliar, em plantas de laranja Pêra, pela análise da imagem digital obtida com scanner e câmera fotográfica digital. Para determinar a área das folhas, um grupo de discos foi colocado sobre um leitor de scanner, sendo que a imagem obtida foi armazenada. Os mesmos grupos de discos foram fixados sobre cartolina branca e fotografados com câmera fotográfica digital. As imagens obtidas da câmera fotográfica e do scanner foram processadas utilizando ferramentas de um editor de imagem que permite a contagem de pixels de determinada cor, no caso verde. Para a comparação dos métodos, os discos foram submetidos a integrador óptico de área foliar modelo LICOR-3100, utilizando os mesmos agrupamentos. Foram coletadas 20 folhas (cinco em cada quadrante da planta) por parcela de um experimento para comparação de fertilizantes comerciais e doses de zinco, aplicados via foliar, em plantas de sete anos de idade. O experimento foi composto de sete tratamentos e quatro repetições, num total de 28 parcelas. Os dois métodos apresentaram alta correlação com a área estimada pelo integrador óptico de área, considerado como método de referência. O método da análise da imagem obtida com câmera fotográfica, na resolução de 5.0 megapixel, foi mais precisa quando comparada à área estimada pelo integrador óptico de área.

Improving the GNSS positioning stochastic model in the presence of ionospheric scintillation

Ionospheric scintillations are caused by time-varying electron density irregularities in the ionosphere, occurring more often at equatorial and high latitudes. This paper focuses exclusively on experiments undertaken in Europe, at geographic latitudes between similar to 50 degrees N and similar to 80 degrees N, where a network of GPS receivers capable of monitoring Total Electron Content and ionospheric scintillation parameters was deployed. The widely used ionospheric scintillation indices S4 and sigma(phi) represent a practical measure of the intensity of amplitude and phase scintillation affecting GNSS receivers. However, they do not provide sufficient information regarding the actual tracking errors that degrade GNSS receiver performance. Suitable receiver tracking models, sensitive to ionospheric scintillation, allow the computation of the variance of the output error of the receiver PLL (Phase Locked Loop) and DLL (Delay Locked Loop), which expresses the quality of the range measurements used by the receiver to calculate user position. The ability of such models of incorporating phase and amplitude scintillation effects into the variance of these tracking errors underpins our proposed method of applying relative weights to measurements from different satellites. That gives the least squares stochastic model used for position computation a more realistic representation, vis-a-vis the otherwise 'equal weights' model. For pseudorange processing, relative weights were computed, so that a 'scintillation-mitigated' solution could be performed and compared to the (non-mitigated) 'equal weights' solution. An improvement between 17 and 38% in height accuracy was achieved when an epoch by epoch differential solution was computed over baselines ranging from 1 to 750 km. The method was then compared with alternative approaches that can be used to improve the least squares stochastic model such as weighting according to satellite elevation angle and by the inverse of the square of the standard deviation of the code/carrier divergence (sigma CCDiv). The influence of multipath effects on the proposed mitigation approach is also discussed. With the use of high rate scintillation data in addition to the scintillation indices a carrier phase based mitigated solution was also implemented and compared with the conventional solution. During a period of occurrence of high phase scintillation it was observed that problems related to ambiguity resolution can be reduced by the use of the proposed mitigated solution.

Quantitative fractography by digital image processing: NIH Image macro tools for stereo pair analysis and 3-D reconstruction

A set of NIH Image macro programs was developed to make qualitative and quantitative analyses from digital stereo pictures produced by scanning electron microscopes. These tools were designed for image alignment, anaglyph representation, animation, reconstruction of true elevation surfaces, reconstruction of elevation profiles, true-scale elevation mapping and, for the quantitative approach, surface area and roughness calculations. Limitations on time processing, scanning techniques and programming concepts are also discussed.

Boundary identification criteria and geometry analysis of Al 7050 stretch zone from elevation profiles

This article describes the development of a method for analysis of the shape of the stretch zone surface based on parallax measurement theory and using digital image processing techniques. Accurate criteria for the definition of the boundaries of the stretch zone are established from profiles of fracture surfaces obtained from crack tip opening displacement tests on Al-7050 alloy samples. The elevation profiles behavior analysis is based on stretch zone width and height parameters. It is concluded that the geometry of the stretch zone profiles under plane strain conditions can be described by a semi-parabolic relationship. (C) Elsevier B.V., 1999. All rights reserved.

Quantitative fractography under light microscopy: A digital image processing approach

This work is an example of the improvement on quantitative fractography by means of digital image processing and light microscopy. Two techniques are presented to investigate the quantitative fracture behavior of Ti-4Al-4V heat-treated alloy specimens, under Charpy impact testing. The first technique is the Minkowski method for fractal dimension measurement from surface profiles, revealing the multifractal character of Ti-4Al-4V fracture. It was not observed a clear positive correlation of fractal values against Charpy energies for Ti-4Al-4V alloy specimens, due to their ductility, microstructural heterogeneities and the dynamic loading characteristics at region near the V-notch. The second technique provides an entire elevation map of fracture surface by extracting in-focus regions for each picture from a stack of images acquired at successive focus positions, then computing the surface roughness. Extended-focus reconstruction has been used to explain the behavior along fracture surface. Since these techniques are based on light microscopy, their inherent low cost is very interesting for failure investigations.

Extended depth from focus reconstruction using NIH ImageJ plugins: Quality and resolution of elevation maps

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

Generating VHDL-AMS models of digital-to-analogue converters from MATLAB (R)/SIMULINK (R)

Today, the trend within the electronics industry is for the use of rapid and advanced simulation methodologies in association with synthesis toolsets. This paper presents an approach developed to support mixed-signal circuit design and analysis. The methodology proposed shows a novel approach to the problem of developing behvioural model descriptions of mixed-signal circuit topologies, by construction of a set of subsystems, that supports the automated mapping of MATLAB (R)/SINIULINK (R) models to structural VHDL-AMS descriptions. The tool developed, named (MSSV)-S-2, reads a SIMULINK (R) model file and translates it to a structural VHDL-AMS code. It also creates the file structure required to simulate the translated model in the SystemVision (TM). To validate the methodology and the developed program, the DAC08, AD7524 and AD5450 data converters were studied and initially modelled in MATLAB (R)/SIMULINK (R). The VHDL-AMS code generated automatically by (MSSV)-S-2, (MATLAB (R)/SIMULINK (R) to SystemVision (TM)), was then simulated in the SystemVision (TM). The simulation results show that the proposed approach, which is based on VHDL-AMS descriptions of the original model library elements, allows for the behavioural level simulation of complex mixed-signal circuits.

Mapeamento digital de análogos a reservatórios petrolíferos: exemplos para depósitos fluviais da Unidade Açu-3 - Bacia Potiguar

In the current work are presented the results about the study of digital mapping of analogs referents the fluvial oil reservoirs in the Açu Formation. With the regional recognizing in the south corner of Potiguar Basin was selected a area of 150 Km square in the west of Assu city. In this area was chosen the outcrops for the digital mapping and from the data fields and remote sensors were done the depositional architectural for the fluvial deposits, which it was named coarse meandering fluvial systems. In the deposits were individualized 3 (three) fluvial cycles, which they was separated by bounding surface of fifth order. Such cycles are preferentially sandy, with fining-upward sequence finished in flood plain deposits. Inner of the sandy levels of the filling channels were characterized least cycles, normaly incomplete, constituted by braided sandy bodies and bounding surfaces of fourth order. In the mapped area was chosen a outcrop with great exposition, where it was possible to see tipical deposits of filling channel and was in this outcrop that was done the digital mapping. In this outcrop was used diverse technics and tools, which they integrated sedimentological, altimetric (GPS, Total Station), LIDAR (Light Detection and Ranging), digital photomosaic of high resolution and of the inner geometries (Ground Penetration Radar) data sets. For the integrating, interpretation and visualization of data was used software GoCAD®. The final product of the outcrop digital mapping was the photorealistic model of part of the cliff (or slope) because the observed reflectors in the radargrams were absents. A part of bar oblique accretion was modeled according to GPR gride of 200x200 meters in the alluvial Assu river probable recent analog. With the data of inner geometries was developed the three-dimentional sedimentary architectural, where it was possible characterize sand sheet deposits and many hierarchy of braided channels. At last, simulations of sedimentary geometries and architectures of the Potiguar Basin Fluvial Reservoirs were done with PetBool software, in order to understand the capacity of this program in simulations with a lot of numbers of conditioning wells. In total, 45 simulations was acquired, where the time and the channel numbers increase in relation of the conditioning wells quantity. The deformation of the meanders was detected from the change of simulated dominion dimensions. The presence of this problem was because the relationship between the simulated dominion and the width of the meander