Advertising Effectiveness by Social Media Influencer Type: The Moderating Role of Consumer Social Comparison Orientation

An influencer is an individual who can impact the potential customers of a brand/product by assisting marketing activities (Brown & Hayes, 2008). As social media provides a network to reach a large population of consumers in a short time, influencer marketing has become prominent (Evans, Phua, Lim, & Jun, 2017). Thus, it is imperative for brand managers to relay their marketing messages to right influencers for their brands/products. This study attempts to understand the effect of social media influencer type on advertising effectiveness. In so doing, this study examines the moderating role of consumer social comparison orientation

Interoperable Summary Description Model Using Dublin Core

This paper proposes an interoperable metadata model generating summary description for multimedia content using Dublin Core (DC). The motive is based on the fundamental concepts such as (1) Description information about the multimedia content is essential in multimedia content access, search and retrieval process (2) the existing metadata are too complicated to use in applications such as e-cataloguing and browsing of e-commerce. As an approach to solve the problem, summary description that may be optimally minimal descriptive elements set derived from existing metadata schemes (full descriptions) is described in this paper. The proposed summary description generator model is achieved using thesaurus approach built on the basis of DC and any existing various metadata schemes

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Cryogenic machining uses liquid nitrogen (LN2) as a coolant. This machining process can reduce the cutting temperature and increase tool life. Titanium alloys have been widely used in the aerospace and automobile industries because of their high strength-to-weight ratio. However, they are difficult to machine because of their poor thermal properties, which reduce tool life. In this study, we applied cryogenic machining to titanium alloys. Orthogonal cutting experiments were performed at a low cutting speed (1.2 - 2.1 m/min) in three cooling conditions: dry, cryogenic, and cryogenic plus heat. Cutting force and friction coefficients were observed to evaluate the machining characteristics for each cooling condition. For the cryogenic condition, cutting force and friction coefficients increased, but decreased for the cryogenic plus heat condition

Spherically-symmetric solutions in general relativity using a tetrad-based approach

We present a tetrad-based method for solving the Einstein field equations for spherically-symmetric systems and compare it with the widely-used Lemaître– Tolman–Bondi (LTB) model. In particular, we focus on the issues of gauge ambiguity and the use of comoving versus ‘physical’ coordinate systems. We also clarify the correspondences between the two approaches, and illustrate their differences by applying them to the classic examples of the Schwarzschild and Friedmann–Lemaître– Robertson–Walker spacetimes. We demonstrate that the tetrad-based method does not suffer from the gauge freedoms inherent to the LTB model, naturally accommodates non-uniform pressure and has a more transparent physical interpretation. We further apply our tetrad-based method to a generalised form of ‘Swiss cheese’ model, which consists of an interior spherical region surrounded by a spherical shell of vacuum that is embedded in an exterior background universe. In general, we allow the fluid in the interior and exterior regions to support pressure, and do not demand that the interior region be compensated. We pay particular attention to the form of the solution in the intervening vacuum region and illustrate the validity of Birkhoff’s theorem at both the metric and tetrad level. We then reconsider critically the original theoretical arguments underlying the so-called Rh = ct cosmological model, which has recently received considerable attention. These considerations in turn illustrate the interesting behaviour of a number of ‘horizons’ in general cosmological models