Reshaping traditional marketing mix to include social media participation: evidence from Italian firms

Purpose - Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models. Methodology- A sample of 20 small and large Italian liquor producers was used and their Facebook profiles were content analyzed. Findings - Results provide evidence about the emerging shift from the use of social media for communication purposes through static advertising (characterized by pictures and slogans), to its use as an interactive channel that can influence consumers’ purchasing behaviour through multimedia tools (i.e. games and interactive applications able to solicit users’ interest), by emphasizing the extent to which a higher level of participation by a firm involves a higher level of consumer interaction. Findings also suggest that the firm’s participation should be considered as a new element of the traditional marketing mix model and as an additional tool for efficient market sizing and sensing. Originality/Value - The study offers findings on actual usage of Facebook as part of marketing mix strategies based on large and small enterprises operating in the Food and Beverage sector, where a dearth of studies is observed. The study enhances and advances the social media and marketing literatures

The linear tearing instability in three dimensional, toroidal gyrokinetic simulations

Linear gyro-kinetic simulations of the classical tearing mode in three-dimensional toroidal geometry were performed using the global gyro kinetic turbulence code, GKW . The results were benchmarked against a cylindrical ideal MHD and analytical theory calculations. The stability, growth rate and frequency of the mode were investigated by varying the current profile, collisionality and the pressure gradients. Both collision-less and semi-collisional tearing modes were found with a smooth transition between the two. A residual, finite, rotation frequency of the mode even in the absense of a pressure gradient is observed which is attributed to toroidal finite Larmor-radius effects. When a pressure gradient is present at low collisionality, the mode rotates at the expected electron diamagnetic frequency. However the island rotation reverses direction at high collisionality. The growth rate is found to follow a $\eta^{1/7}$ scaling with collisional resistivity in the semi-collisional regime, closely following the semi-collisional scaling found by Fitzpatrick. The stability of the mode closely follows the stability using resistive MHD theory, however a modification due to toroidal coupling and pressure effects is seen

Relatedness within and between Agta residential groups

Theoretical models relating to the evolution of human behaviour usually make assumptions about the kinship structure of social groups. Since humans were hunter–gatherers for most of our evolutionary history, data on the composition of contemporary hunter–gatherer groups has long been used to inform these models. Although several papers have taken a broad view of hunter–gatherer social organisation, it is also useful to explore data from single populations in more depth. Here, we describe patterns of relatedness among the Palanan Agta, hunter–gatherers from the northern Philippines. Across 271 adults, mean relatedness to adults across the population is r = 0.01 and to adult campmates is r = 0.074, estimates that are similar to those seen in other hunter–gatherers. We also report the distribution of kin across camps, relatedness and age differences between spouses, and the degree of shared reproductive interest between camp mates, a measure that incorporates affinal kinship. For both this this measure (s) and standard relatedness (r), we see no major age or sex differences in the relatedness of adults to their campmates, conditions that may reduce the potential for conflicts of interest within social groups

Sedentarization and maternal childcare networks: role of risk, gender and demography

Women cooperate over multiple domains and while research from western contexts portrays women's networks as limited in size and breadth, women receive help, particularly with childcare, from a diverse range of individuals (allomothers). Nonetheless, little exploration has occurred into why we see such diversity. Wide maternal childcare networks may be a consequence of a lack of resource accumulation in mobile hunter–gatherers—where instead households rely on risk-pooling in informal insurance networks. By contrast, when households settle and accumulate resources, they are able toretain riskby absorbing losses. Thus, the size and composition of mothers' childcare networks may depend on risk-buffering, as captured by mobile and settled households in the Agta, a Philippine foraging population with diverse lifestyles. Across 78 children, we find that childcare from grandmothers and sisters was higher in settled camps, while childcare from male kin was lower, offering little support for risk-buffering. Nonetheless, girls’ workloads were increased in settled camps while grandmothers had fewer dependent children, increasing their availability. These results point to gender-specific changes associated with shifting demographics as camps become larger and more settled. Evidently, women's social networks, rather than being constrained by biology, are responsive to the changing socioecological context.This article is part of the theme issue ‘Cooperation among women: evolutionary and cross-cultural perspectives’

Wealth, health and inequality in Agta foragers

Background and objectivesThere is significant evidence from large-scale, industrial and post-industrial societies that greater income and wealth inequality is negatively associated with both population health and increasing health inequalities. However, whether such relationships are inevitable and should be expected to impact the health of small-scale societies as they become more market-integrated is less clear.MethodologyHere, using mixed-effect models, we explore the relationship between health, wealth, wealth inequality and health inequalities in a small-scale foraging population from the Philippines, the Agta.ResultsAcross 11 camps, we find small to moderate degrees of wealth inequality (maximal Gini Coefficient 0.44) which is highest in the most permanent camps, where individuals engage more heavily in the formal market. However, in both adults (n = 161) and children (n = 215), we find little evidence that either wealth or wealth inequality associates with ill health, except for one measure of nutritional condition—red blood cell count.Conclusions and implicationsWe interpret these results in the light of high levels of cooperation among the Agta which may buffer against the detrimental effects of wealth inequality documented in industrial and post-industrial societies. We observe little intergenerational wealth transmission, highlighting the fluid nature of wealth, and thus wealth inequality, particularly in mobile communities. The deterioration of nutritional status, as indicated by red blood cell counts, requires further investigation before concluding the Agta’s extensive cooperation networks may be beginning to breakdown in the face of increasing inequality

Children are important too:juvenile playgroups and maternal childcare in a foraging population, the Agta

Non-maternal carers (allomothers) are hypothesized to lighten the mother's workload, allowing for the specialized human life history including relatively short interbirth intervals and multiple dependent offspring. Here, using in-depth observational data on childcare provided to 78 Agta children (a foraging population in the northern Philippines; aged 0-6 years), we explore whether allomaternal childcare substitutes and decreases maternal childcare. We found that allomother caregiving was associated with reduced maternal childcare, but the substitutive effect varied depending on the source and type of care. Children-only playgroups consistently predicted a decrease in maternal childcare. While grandmothers were rarely available, their presence was negatively associated with maternal presence and childcare, and grandmothers performed similar childcare activities to mothers. These results underscore the importance of allomothering in reducing maternal childcare in the Agta. Our findings suggest that flexibility in childcare sources, including children-only playgroups, may have been the key to human life-history evolution. Overall, our results reinforce the necessity of a broad conceptualization of social support in human childcare. This article is part of the theme issue 'Multidisciplinary perspectives on social support and maternal-child health'

Children are important too: juvenile playgroups and maternal childcare in a foraging population, the Agta

Non-maternal carers (allomothers) are hypothesized to lighten the mother's workload, allowing for the specialized human life history including relatively short interbirth intervals and multiple dependent offspring. Here, using in-depth observational data on childcare provided to 78 Agta children (a foraging population in the northern Philippines; aged 0–6 years), we explore whether allomaternal childcare substitutes and decreases maternal childcare. We found that allomother caregiving was associated with reduced maternal childcare, but the substitutive effect varied depending on the source and type of care. Children-only playgroups consistently predicted a decrease in maternal childcare. While grandmothers were rarely available, their presence was negatively associated with maternal presence and childcare, and grandmothers performed similar childcare activities to mothers. These results underscore the importance of allomothering in reducing maternal childcare in the Agta. Our findings suggest that flexibility in childcare sources, including children-only playgroups, may have been the key to human life-history evolution. Overall, our results reinforce the necessity of a broad conceptualization of social support in human childcare. This article is part of the theme issue ‘Multidisciplinary perspectives on social support and maternal–child health’

Hunter-gatherer health and development policy: How the promotion of sedentism worsens the Agta's health outcomes.

Many hunter-gatherer groups live on the outskirts of wider society, experiencing poor health outcomes with little access to medical care. From a development perspective, key interventions include the sedentarisation of these mobile peoples into camps nearby larger towns with sanitation infrastructure and medical care, as increased access to services is assumed to improve outcomes. However, recent research in the Agta (Philippine foragers from North-east Luzon) has demonstrated that individuals residing in more 'developed' communities suffer from increased morbidity and mortality. Here, using quantitative and ethnographic data on health collected between 2002 and 2014, we explore why this trend occurs by examining the relationship between key development initiatives with self-reported illness and the uptake of medical interventions with 415 Agta men, women and children. We demonstrate that health outcomes worsen as sedentarisation progresses, despite some increases in medical access. We argue this is because the development paradigm is not evidence-based, but rather stems from an ideological dislike of mobile hunter-gatherer lifestyles. Compounded by cultural insensitivity and daily discrimination, current interventions are ill-suited to the unique needs of hunter-gatherers, and thus ineffective. Based on our findings we offer future short and long-term policy suggestions which seek to reduce the Agta's vulnerability, rather than increase it

Why so many Agta boys? Explaining ‘extreme’ sex ratios in Philippine foragers

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Cooperation and partner choice among Agta hunter-gatherer children: An evolutionary developmental perspective

Examining development is essential for a full understanding of behaviour, including how individuals acquire traits and how adaptive evolutionary forces shape these processes. The present study explores the development of cooperative behaviour among the Agta, a Filipino hunter-gatherer population. A simple resource allocation game assessing both levels of cooperation (how much children shared) and patterns of partner choice (who they shared with) was played with 179 children between the ages of 3 and 18. Children were given five resources (candies) and for each was asked whether to keep it for themselves or share with someone else, and if so, who this was. Between-camp variation in children's cooperative behaviour was substantial, and the only strong predictor of children's cooperation was the average level of cooperation among adults in camp; that is, children were more cooperative in camps where adults were more cooperative. Neither age, sex, relatedness or parental levels of cooperation were strongly associated with the amount children shared. Children preferentially shared with close kin (especially siblings), although older children increasingly shared with less-related individuals. Findings are discussed in terms of their implications for understanding cross-cultural patterns of children's cooperation, and broader links with human cooperative childcare and life history evolution