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.

WHY DO CONSUMERS FORGIVE OR BLAME CELEBRITY DOMESTIC VIOLENCE? THE ROLES OF CELEBRITY HISTORIES, INDIVIDUAL TRAIT, AND ONLINE MEDIA USE

Nora J. Rifon,Mengtian Jiang,Sookyong Kim,Alisa P. Lertpratchya 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Consumers have been exposed to instances of celebrity domestic violence stories through the news, social media and online gossip media. Past studies showed that consumers have a tendency to overlook or even forgive the male celebrity’s violence behavior, and the celebrity appears to continue success in his career. Guided by attribution theory, this study investigates consumers' attribution and their consequent forgiveness or blame of the male celebrity’s violence behavior on his intimate partner. This study also takes into account celebrity past violent histories and philanthropy histories, as well as consumer individual differences (online media use and individual traits). The study employed a 2 (violence history: high vs. low) x 2 (Philanthropy history: high vs. low) between-subject, posttest-only design. 200 men and 200 women who lived in the US were recruited via Amazon Mechanic Turk to take part in the online study. The results support the proposed theoretical explanation. That is, consumers use a celebrity’s past histories as a cue to assign dispositional or situational attribution to the violent behavior and then blame or forgive the celebrity. The results also demonstrate that Facebook use and gossip site visits facilitate situational attribution, which has a significant positive influence on forgiveness. Implications for future research and suggestions for practice in public policy and marketing are discussed.

An Algorithm and a Tool for Comparing Ontology Versions

Nora Taleb 보안공학연구지원센터 2013 International Journal of Software Engineering and Vol.7 No.3

Development of new immunosensors for determination of contaminants in food

Nora Adanyi,Maria Varadi,김남수,Istvan Szendro 한국물리학회 2006 Current Applied Physics Vol.6 No.2

This article compares two dierent immunosensors developed for important food analytical and environmental problems. Thelightmode spectroscopy (OWLS).Immobilizing anti-Escherichia coliIgG onto the gold electrode of QCM,E. colibacterial cells were measured. Resonant fre-quency responses of the sensor system were determined at various concentrations ofE. coli(1.7· 1058.7· 107 CFU/ml). The sameantibody was immobilized onto the amino silanized sensor of OWLS by glutaraldehyde covalent coupling. The measuring range wasbetween 3· 104 and 3 · 107 CFU/ml.Chloramphenicol (CAP) antibiotic was measured in standard solutions with immunosensor based on label-free techniques tostudy the possibility of direct sensing of molecules with low molecular weight. Anti-chloramphenicol antibody immobilization havebeen performed onto the gold surface of the crystal by using 3-mercaptopropionic acid (MPA) and dimethylaminopropyl-ethylcar-bodiimidehydroxysuccinimide ester (EDC-NHS) chemistry. The linear measuring range was found between 5· 10. 6 and5 · 10. 2 M chloramphenicol. Experiments were performed for measuring chloramphenicol with the same method with OWLSdetection. After glutaraldehyde cross-linker immobilized the antibody, the signal measured was proportional to the analyte contentin the range of 10. 710. 3 M.

A Robust Interval Type-2 TSK Fuzzy Logic System Design based on Chebyshev Fitting

Nora Boumella,Karim Djouani,Mohammed Boulemden 제어·로봇·시스템학회 2012 International Journal of Control, Automation, and Vol.10 No.4

This paper presents two approaches for the design of an interval Type-2 TSK Fuzzy Logic System (FLS), taking into account the uncertainties about the consequent parameters. While the first approach deals with the tuning of the consequent parameters used for the system output computation, the second one, based on a linear Chebyshev fitting, shows more robustness as it considers the consequent sets instead of only the consequent crisp values. This approach deals with all parameters at the consequent level, by taking into account the upper and lower bounds of the consequent set instead of the mean value. The effectiveness of both approaches in terms of robustness to noise is evaluated through the design of IT2 TSK FLS A1-C1 forecasters for the Mackey-Glass time-series.

Poster Session : PS 0308 ; Geriatrics : HIP Fracture Prognosis in Patients with and Without Hyponatremia

( Nora Angelica Fuentes ),( Diego Hernan Giunta ),( Cristina Maria Elizondo ),( Fernan Gonzalez Bernaldo De Quiros ),( Gabriel Dario Waisman ),( Juan Carlos Ayus ) 대한내과학회 2014 대한내과학회 추계학술대회 Vol.2014 No.1

Background: Hip Fracture (HF) is a leading cause of morbidity and mortality in elderly. Related complications are cardiovascular (CVD), sepsis and venous thromboembolism (VTE), deep venous thrombosis (DVT) and pulmonary embolism (PE). In recent studies, chronic hyponatremia was observed to be an independent risk factor for hip fracture, nevertheless there is no evidence on prognosis of these patients compared to patients without hyponatremia. Objective: To compare the prognosis and complications of HF in normonatremic patients (N) and hyponatremic patients (H). Methods: Retrospective cohort of hospitalized patients with HF, followed up to 30 days after diagnosis, at Hospital Italiano of Buenos Aires. Presence of complications (sepsis, DVT, PE, and CVD), hospital length of stay, mortality and readmission were evaluated. Results: 1571 patients were included, 76, 7% (1205) for N and 23, 3% (366) for H. Most patients were female, 82. 5% and 79. 8% for H and N respectively. H were older, 85 vs. 82 years (p<0. 001). Sepsis was the most frequent complication for H (OR 1. 7, 95% CI: 1. 13-2. 6). Length of stay was 7 days vs. 8 days (p=0. 053) for N and H. Readmissions were 12. 9% for N vs. 15. 8% for H (p=0. 14). Hospital mortality was minor for N than for H (14. 7% vs. 19. 9%; p=0. 016), crude OR was 1. 45 (1. 07-1. 96) and adjusted OR was 1. 15 (0. 84-1. 6). Survival was higher for N than for H (p<0. 001). Crude hazard ratio (HR) of death for H compared to N was 1. 8 (1. 4-2. 35) and adjusted HR was 1. 45 (1. 1-1. 9). Conclusions: Hyponatremic patients have higher risk of sepsis, hospital length of stay and mortality. Thus hyponatremia could represent a marker of severity of underlying diseases or be a consequence of treatments during the surgical procedures, it could serve as alert for potential risk on outcome of these patients.

Modulatory Effects of Resveratrol, Citroflavan-3-ol, and Plant-Derived Extracts on Oxidative Stress in U937 Cells

Nora M. O'Brien,Rosemary Carpenter,Yvonne C. O'Callaghan,Michael N. O'Grady,Joseph P. Kerry 한국식품영양과학회 2006 Journal of medicinal food Vol.9 No.2

Phytochemicals and plant extracts, present in fruit, vegetables, plants, herbs, and beverages, have been shownto have antioxidant potential that may modulate the etiology of certain chronic diseases. The objective of the present studywas to determine the concentration of compound that inhibited cell growth by 50% (IC50) of a range of phytochemicals andplant extracts and to investigate their antioxidant and genoprotective effects under conditions of oxidative stress in U937 cells.Two phytochemicalsresveratrol and citroflavan-3-oland four plant extractsgrapeseed polyphenols, olive leaf extract,bearberry, and Echinacea purpureawere examined. Viability was assessed by the fluorescein diacetate/ethidium bromideassay. The IC50 was calculated. To examine their antioxidant and genoprotective effects, U937 cells were pretreated with thetest compounds at levels below the IC50 and then exposed to oxidants: 0.5 .M etoposide or 100 .M hydrogen peroxide (H2O2)or 400 .M tert-butylhydroperoxide (tBOOH). Cellular reduced glutathione levels were measured as an indicator of oxidativestress. DNA damage was assessed by the alkaline single-cell gel electrophoresis assay or comet assay. Resveratrol demon-strated the highest IC50 value of 13.7 .g/mL, with Echinaceathe lowest at 9,400 .g/mL. Etoposide-induced oxidative stresswas strongly reduced by olive leaf extract and bearberry. Grapeseed polyphenols and bearberry strongly protected againstH2O2- and tBOOH-induced DNA damage. In conclusion, these results provide evidence that non-nutrient dietary constituentsmay act as significant bioactive compounds and that plant extracts, such as bearberry, grapeseed polyphenols, and olive leafextract, strongly protect against oxidative stress.

A pathogen of New Zealand Pyropia plicata (Bangiales, Rhodophyta), Pythium porphyrae (Oomycota)

Nora Diehl,김광훈,Giuseppe C. Zuccarello 한국조류학회I 2017 ALGAE Vol.32 No.1

Geographic distributions of pathogens are affected by dynamic processes involving host susceptibility, availability and abundance. An oomycete, Pythium porphyrae, is the causative agent of red rot disease, which plagues Pyropia farms in Korea and Japan almost every year and causes serious economic damage. We isolated an oomycete pathogen infecting Pyropia plicata from a natural population in Wellington, New Zealand. The pathogen was identified as Pythium porphyrae using cytochrome oxidase subunit 1 and internal transcribed spacer of the rDNA cistron molecular markers. Susceptibility test showed that this Pythium from New Zealand was able to infect several different species and genera of Bangiales including Pyropia but is not able to infect their sporophytic (conchocelis) phases. The sequences of the isolated New Zealand strain were also identical to Pythium chondricola from Korea and the type strain from the Netherlands. Genetic species delimitation analyses found no support for separating P. porphyrae from P. chondricola, nor do we find morphological characters to distinguish them. We propose that Pythium chondricola be placed in synonymy with P. porphyrae. It appears that the pathogen of Pyropia, both in aquaculture in the northern hemisphere and in natural populations in the southern hemisphere is one species.

Software protection via generalized nets

Nora Angelova,Magdalina Todorova,Daniela Orozova,Krassimir Atanassov 장전수학회 2019 Advanced Studies in Contemporary Mathematics Vol.29 No.2

In the paper is described a new method of software protection by means of Generalized Net (GN). More specifically, the paper presents a novel application of a GNs concept which is a powerful tool for the representation and handling of dynamic discrete event problems and systems. The article describes a method of software protection which combines anti-debugging and registration number protection techniques. Instead of blocking the debugging tools, the fragment that realizes registration number comparison gets more complicated and integrates a GN into the code in a uniques way. The complex mathematical apparatus of GNs is unknown and difficult to understand by crackers, which increases the reliability of the method. The reliability of the proposed method is also increased by the use of two-factor authentication. The description of the protection method is preceded by a brief introduction to the field of study and to the used apparatus of the GNs theory. The report ends with short notes on the reliability of the method.

Dynamic Elasticities Between Financial Performance and Determinants of Mining and Extractive Companies in Jordan

Nora Yusma Yusop,Jad Alkareem Alhyari,Hussain Ali Bekhet 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.7

This study aims to identify the elasticities and casualties of financial performance and determinants of the mining and extractive companies listed in Jordan’s stock market over the 2005–2018 period. The conceptual framework is based on the Resource-Based View theory and Arbitrage Pricing theory is used to describe the relationship between the external environment and the financial performance of the companies. Profitability ratio (return on assets) is utilized as a proxy of financial performance measurement. Meantime, the company’s characteristics, macroeconomic variables, and non-economic factors are utilized as independent factors. Data sources are panel data set for mining and extractive companies over the above period. Fully Modified Ordinary Least Square (FMOLS), Dynamic Ordinary Least Squares (DOLS), and Pooled Mean Group (PMG) methods are applied. The empirical findings indicated that company size, sales growth, financial leverage, liquidity, and GDP growth were the critical determinants of mining and extractive companies’ financial performance in the Amman Stock Exchange. Thus, the findings conclude that company characteristics and GDP growth mainly drive financial performance. Moreover, the findings reveal that a bidirectional causal elasticity exists between GDP and financial leverage and return on assets (ROA). Sound financial performance can be obtained by paying more attention to GDP growth and firms’ characteristics.