Social Media Marketing: Gaining a Competitive Advantage by Reaching the Masses

Social media marketing involves the use of online social media tools—such as Facebook, Twitter, and LinkedIn—to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers. However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social media marketing strategy that will prove successful in the long run? Instead of simply focusing on popular social media applications, companies need a set of guidelines with which they can effectively utilize various forms of social media as strategic marketing tools. Therefore, this thesis presents the principles of social media marketing by explaining the social media phenomenon, detailing how to create and capture value with social media, and discussing the process of formulating a social media marketing strategy

Evaluation of on-board hydrogen storage methods for hypersonic vehicles

Hydrogen is the foremost candidate as a fuel for use in high speed transport. Since any aircraft moving at hypersonic speeds must have a very slender body, means of decreasing the storage volume requirements below that for liquid hydrogen are needed. The total performance of the hypersonic plane needs to be considered for the evaluation of candidate fuel and storage systems. To accomplish this, a simple model for the performance of a hypersonic plane is presented. To allow for the use of different engines and fuels during different phases of flight, the total trajectory is divided into three phases: subsonic-supersonic, hypersonic and rocket propulsion phase. The fuel fraction for the first phase is found be a simple energy balance using an average thrust to drag ratio for this phase. The hypersonic flight phase is investigated in more detail by taking small altitude increments. This approach allowed the use of flight profiles other than the constant dynamic pressure flight. The effect of fuel volume on drag, structural mass and tankage mass was introduced through simplified equations involving the characteristic dimension of the plane. The propellant requirement for the last phase is found by employing the basic rocket equations. The candidate fuel systems such as the cryogenic fuel combinations and solid and liquid endothermic hydrogen generators are first screened thermodynamically with respect to their energy densities and cooling capacities and then evaluated using the above model

The Relationship between Event-Based Prospective Memory and Ongoing Task Performance in Chimpanzees (Pan troglodytes)

Prospective memory is remembering to do something at a future time. A growing body of research supports that prospective memory may exist in nonhuman animals, but the methods used to test nonhuman prospective memory differ from those used with humans. The current work tests prospective memory in chimpanzees using a method that closely approximates a typical human paradigm. In these experiments, the prospective memory cue was embedded within an ongoing task. Tokens representing food items could be used in one of two ways: in a matching task with pictures of items (the ongoing task) or to request a food item hidden in a different location at the beginning of the trial. Chimpanzees had to disengage from the ongoing task in order to use the appropriate token to obtain a higher preference food item. In Experiment 1, chimpanzees effectively matched tokens to pictures, when appropriate, and disengaged from the ongoing task when the token matched the hidden item. In Experiment 2, performance did not differ when the target item was either hidden or visible. This suggested no effect of cognitive load on either the prospective memory task or the ongoing task, but performance was near ceiling, which may have contributed to this outcome. In Experiment 3, we created a more challenging version of the task. More errors on the matching task occurred before the prospective memory had been carried out, and this difference seemed to be limited to the hidden condition. This finding parallels results from human studies and suggests that working memory load and prospective memory may have a similar relationship in nonhuman primates

Pilot Investigation of Consumer Preferences for Beef

Agricultural Economic

Comparative Cognition: Past, Present, and Future

Comparative cognition is the field of inquiry concerned with understanding the cognitive abilities and mechanisms that are evident in nonhuman species. Assessments of animal cognition have a long history, but in recent years there has been an explosion of new research topics, and a general broadening of the phylogenetic map of animal cognition. To review the past of comparative cognition, we describe the historical trends. In regards to the present state, we examine current “hot topics” in comparative cognition. Finally, we offer our unique and combined thoughts on the future of the field

Foxp3+ regulatory T cells maintain immune homeostasis in the skin

Cutaneous immune responses must be tightly controlled to prevent unwanted inflammation in response to innocuous antigens, while maintaining the ability to combat skin-tropic pathogens. Foxp3+ regulatory T (T reg) cells are potent immune regulators and are found at high frequency in both human and mouse skin. Although T reg cells migrate to the skin and can dampen immune responses during experimentally induced inflammation or infection, the importance of cutaneous T reg cells for maintaining normal immune homeostasis in the skin has not been addressed. To selectively block T reg cell function in the skin, we restored the T reg cell compartment in Foxp3-deficient scurfy mice with cells whose ability to migrate to the skin was impaired because of targeted mutation of α-1,3-fucosyltransferase VII (Fut7). Although Fut7-deficient T reg cells were present at normal frequency and could function in all other tissues examined, these animals rapidly developed severe cutaneous inflammation. Thus, skin-resident T reg cell are essential for maintaining normal immune homeostasis at this site

Do Social Conditions Affect Capuchin Monkeys’ (Cebus apella) Choices in a Quantity Judgment Task?

Beran et al. (2012) reported that capuchin monkeys closely matched the performance of humans in a quantity judgment test in which information was incomplete but a judgment still had to be made. In each test session, subjects first made quantity judgments between two known options. Then, they made choices where only one option was visible. Both humans and capuchin monkeyswere guided by past outcomes, as they shifted from selecting a known option to selecting an unknown option at the point at which the known option went from being more than the average rate of return to less than the average rate of return from earlier choices in the test session. Here, we expanded this assessment of what guides quantity judgment choice behavior in the face of incomplete information to include manipulations to the unselected quantity.We manipulated the unchosen set in two ways: first, we showed the monkeys what they did not get (the unchosen set), anticipating that “losses” would weigh heavily on subsequent trials in which the same known quantity was presented. Second, we sometimes gave the unchosen set to another monkey, anticipating that this social manipulation might influence the risk-taking responses of the focal monkey when faced with incomplete information. However, neither manipulation caused difficulty for the monkeys who instead continued to use the rational strategy of choosing known sets when they were as large as or larger than the average rate of return in the session, and choosing the unknown (riskier) set when the known set was not sufficiently large. As in past experiments, this was true across a variety of daily ranges of quantities, indicating that monkeys were not using some absolute quantity as a threshold for selecting (or not) the known set, but instead continued to use the daily average rate of return to determine when to choose the known versus the unknown quantity