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OWNED MEDIA IN TWITTER OF MULTINATIONAL FIRMS: TO CENTRALIZE OR TO DECENTRALIZE?
Nora Lado,Manuel Ceballos,Angel Garcia-Crespo 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
There is scarcity of studies on social media strategy, and their appropriate implementation, applied to the case multinational corporations. In particular; there is a lack of studies adopting a cross-cultural approach (Okazaki and Taylor, 2013). Behind this fact is the assumption that, in general, multinational corporations adopt a global strategy that does not fit well with the personalized nature of social media. From the perspective of social media management, there are a kind of dilemma between the adoption of a centralized and standardized content generation and diffusion approach vis ? vis adopting a decentralization orientation at country level or even a more local level. Berthon, Pitt, Plangger, and Shapiro (2012) signal the challenge of standardizing corporate content in social media and point out the advantage of take into consideration the specificities of different cultures and countries. We found a tension between two trends, for one hand social media implies co-creation and the sharing the power between the firm and their customer, while global integrated marketing communications follow precisely the opposite route. This research was conducted to examine the influence of centralization degree of social media communication towards online customer. We develop an empirical study applied to more than 160 corporate Twitter accounts from Iberoamerican countries. These accounts are the universe of Spanish corporates accounts of a set of the most important global automobile brands over a two-month study period. We use post-level engagement metric as measure of consumers’ attitudinal responses to corporate tweets. The results indicate that online customer engagement is affected by the type of the social media account of the brand (global, country, distributor, event specific). A strategy of issuing tweets from more general and global account result in a greater impact on customer engagement. In general, it seems that a centralized strategy obtains more effect in the number of obtained retweets even controlling by content topic, sender and post characteristic. This research has important implications for Digital Managers of corporations in terms of better understanding and improving corporates’ strategy in the social media communication channels.
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Isabel Hidalgo,Alicia Ortiz,Marı´a Sanchez-Pardo,Leticia Gardun˜o-Siciliano,Marcela Herna´ndez-Ortega,Francisco Villarreal,Eduardo Meaney,Nayelli Najera,Guillermo Manuel Ceballos 한국식품영양과학회 2019 Journal of medicinal food Vol.22 No.6
In the production of chocolate, only cocoa seeds are used, generating by-products that are generally discarded, increasing the risk of environmental contamination. Given fiber, carbohydrates, proteins, and flavonoid content the use of cacao pod husks can generate nutraceutical products for human consumption. In contrast, obesity represents a major public health problem worldwide. Cacao derivatives are able to modulate overweight and lipid disorders. The objective of present work was to prepare and characterize products using cacao by-products and analyze their effects on altered cardiometabolic risk markers in an obesity model induced by high fat diet and fructose ingestion in rats. The effects of a pellet and extracts made with outer pod husk and kernel husk for 5 weeks were analyzed in an obesity rat model. The treatments significantly decreased body weight by 39%, systolic blood pressure by 27%, triglycerides by 55%, total cholesterol by 24%, low-density lipoprotein cholesterol by 37%, and the triglycerides/high-density lipoprotein ratio by 54%. Cacao by-products improved the metabolic function of obese animals, without causing secondary effects
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