VIRAL MARKETING IN THE INTERNET. CHARACTERISTICS OF AN EFFECTIVE VIRUS.

Among internet users surveyed, 63% declares a negative attitude towardsadvertisements placed in the Internet [3]. At the same time, the value of advertising market in theInternet in Poland has a colossal potential. The internet advertisement will appeal to Internauts ifthe form of its content is amusing (50 percent), creative and surprising (45 percent) or when itprovides consumers with useful information (34 percent) [3]. What is more, it is possible that usersinteract with an advertisement and pass it farther. It means that they express ââ¬Ësubconsciousacceptance’ of advertisement. Such a behaviour is known as viral marketing.marketing, viral marketing, Internet, Viral Spoof

Molecular detection and phylogenetic analysis of Peste des petits ruminants virus circulating in small ruminants in eastern Amhara region, Ethiopia

Background: Peste des Petits Ruminants (PPR) is a severe, highly infectious and fatal viral disease of small ruminants. Four lineages of PPR virus have been identified globally based on sequence analysis of the nucleoprotein (N) and fusion (F) gene. The aim of this study was to isolate and genetically characterize recently circulating PPR virus in small ruminants in the eastern Amhara region in Ethiopia. A total of 28 anti-mortem samples (gum debris, nasal and ocular swab) were collected from clinically suspicious animals and examined for the presence of PPRV by a one-step RT-PCR assay. Samples positive with RT-PCR were subjected to isolation of the virus which were subsequently genetically characterized by sequencing of the nucleoprotein (N) gene and phylogenetic analysis of PPR virus (PPRV) strains. Results: Of the 28 clinical samples examined, 46.4% were positive with RT-PCR for viral nucleic acid. The PPRV was successfully isolated on CHS-20 cell line with the ovine signaling lymphocyte activation molecule (SLAM) receptor expressed on the cell surface and confirmed with RT-PCR and IFAT assay. The nucleotide sequence and phylogenetic analysis indicated that the PPRV obtained were clustered genetically with Lineage IV isolates of the virus. Conclusion: The successful isolation of the virus and molecular findings of this study confirmed active lineage IV PPRV infections among populations of sheep and goats in eastern Amhara, suggesting risks for potential spread of the disease to currently free areas. Thus, we recommend systematic vaccination to contain outbreaks in affected districts and geographically linked surrounding districts to which the disease could potentially spread due to different epidemiological linkages

The impact of brand communication on brand equity through Facebook

Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics

Marketing in Malaysian Technology Firms

Today’s world technology recognizes Internet and World Wide Web as two of the main communication mediums in technology firms. modern technology and social networking turn out to be a part of a large number of people’s lives. technology firms are challenged with this fast-moving social network in organization that encourage viral marketing too. There has been little study about the effect of viral marketing towards technology firms. This paper aims to explore the factors that influence the effectiveness of viral marketing, determine the most influential factor and identify the impacts of onlinecontents that influence the effectiveness of viral marketing. a quantitative method was used and 384 respondents from Southern Region Malaysia participated in the survey. The results showed that all the motivational factors like playfulness, community-driven, perceived ease of use, and perceived usefulness had significant impact on the viral marketing in the Malaysian technology firms. Two other factors like critical mass and peer pressure were found to be insignificant in this study. The findings may contribute to the judgement on Malaysian technology firms about viral marketing that blend firm skills, knowledge and technical leadership roles to manage emerging technologies, develop innovative solutions and complex firm’s problems

HIV Prevention in the Era of Expanded Treatment Access

Makes recommendations on how to forge a comprehensive response to the global AIDS epidemic by integrating prevention interventions into expanding treatment programs, and on new approaches to prevention that will be required as treatment access expands

New Approaches to HIV Prevention: Accelerating Research and Ensuring Future Access

Summarizes the state of research on new HIV prevention approaches and recommends ways to accelerate research and ensure rapid access to new prevention methods

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models