Digital marketing and young consumers: A framework for effective digital marketing communications

Children in contemporary society are an important and lucrative consumer segment (Haryanto, Moutinho, & Coelho, 2016). They have both individual spending power, and significant influence over the purchase decisions of their parents and carers (Calvert, 2008). Brands have recognised the business benefits of engaging with consumers at an early age in order to develop profitable lifelong consumer relationships (Hamelin, Gbadamosi, & Peters, 2018) Developments in online communications, especially since the emergence of Web 2.0, has enabled businesses to build a presence in an interactive and co-creative online environment (Ryan, 2014). In the UK, consumer use of interactive technologies is pervasive. Smartphone penetration in the UK in 2016 was 81 per cent (Deloitte, 2016). The Consumerisation of ICT is particularly visible in children, born since 2000 who have grown up in the interactive era of Web 2.0 (Carter, Bennett Thatcher, Applefield, & McAlpine, 2011). 99 per cent of UK families have internet access in their home (ONS, 2016) and 83 per cent of 5 to 15 year olds have access to a mobile ICT device in their household. It is estimated that one third of all online users are below the age of 18 (Livingstone, Carr, & Byrne, 2016). Young consumers therefore have access multiple channels for communication and engagement with peers, family, and businesses. At a time when children have become proficient navigators of the online marketplace there is a real importance for marketers to understand how to communicate effectively with this segment (Thiachon, 2017). Children have been recognised as a distinguishable consumer segment since the mid-twentieth century. The study of children’s consumer socialisation emerged during the 1970s (Roedder John, 1999). In the years following, academic understanding of consumer socialisation has influenced government policy in areas of public health and child welfare, as well as influencing the self-regulation of marketing and advertising practice (Jordan, 2008). The body of existing research is predominantly focused on these areas rather than how marketers can effectively communicate with young consumers. Studies that do focus on marketing communications have done so by examining practices in relation to brand loyalty and trust (Haryanto, Manuela, & Moutinho, 2015 ; Haryanto, Moutinho, & Arnaldo, 2016). Although they provide recommendations that highlight the importance of these concepts in developing communications with young consumers, they do not identify the types of approaches to employ in order to achieve these relationships with consumers. As public policy concerns provided the impetus for research in this area, it is unsurprising that there is a concentration of research investigating the influence of marketing communications on young consumers within the context of public health. Children in this context are positioned passive and vulnerable members of society (Haefner, 1975; Roedder John, 1999; Calvert, 2008; Sramová & Pavelka, 2017). Although this approach is valid and provides valuable insights, academic understanding of young consumers would be limited if research was generated only from this perspective. This study will aim to address this gap in understanding, acknowledging that children have expanded their roles within the family as purchase influencers and independent purchase decision makers. The research will examine current Digital Marketing Communication (DMC) practices employed by brands whose products are aimed at young consumers. For the purposes of providing research focus, children are defined as individuals aged 17 and under

Characterisation of glioblastoma sub-populations using mathematical modelling and inference

Glioblastomas (GBMs) are the most aggressive primary brain tumours and have no known cure. Each individual tumour comprises multiple sub-populations of genetically-distinct cells that may respond differently to targeted therapies and may contribute to disappointing clinical trial results. Image-localized biopsy techniques allow multiple biopsies to be taken during surgery and provide information that identifies regions where particular sub-populations occur within an individual GBM, thus providing insight into their regional genetic variability. These sub-populations may also interact with one another in some way; it is important to ascertain the nature of these interactions, as they may have implications for responses to targeted therapies. In this work, we combine genetic information from image-localised biopsies with a mechanistic model of interacting GBM sub-populations to characterise the nature of interactions between two commonly occurring GBM sub-populations, those with EGFR and PDGFRA genes amplified. Firstly, we develop a mathematical model using a PDE-based formalism and explore the dynamics of our model under a variety of interaction types (Chapter 2). Following on from this, we study population levels found across image-localized biopsy data from an initial cohort of patients and compare this to model outputs under competitive, cooperative and neutral interaction assumptions (Chapter 3). We explore other factors affecting the observed simulated sub-populations, such as selection advantages and phylogenetic ordering of mutations, and conduct a sensitivity analysis, as these factors may also contribute to the levels of EGFR and PDGFRA amplified populations observed in biopsy data. The patient dataset is then expanded to include image-localised biopsies from additional patients and we examine the intra- and inter-tumoural heterogeneity in EGFR and PDGFRA amplification observed in this data (Chapter 4). We then proceed to explore the inferability of the model parameters using synthetic datasets. Finally, we perform inference for the patient dataset, where we are able to gain some insights into the dynamics of and nature of interactions between these amplified sub-populations

Characterisation of glioblastoma sub-populations using mathematical modelling and inference

Glioblastomas (GBMs) are the most aggressive primary brain tumours and have no known cure. Each individual tumour comprises multiple sub-populations of genetically-distinct cells that may respond differently to targeted therapies and may contribute to disappointing clinical trial results. Image-localized biopsy techniques allow multiple biopsies to be taken during surgery and provide information that identifies regions where particular sub-populations occur within an individual GBM, thus providing insight into their regional genetic variability. These sub-populations may also interact with one another in some way; it is important to ascertain the nature of these interactions, as they may have implications for responses to targeted therapies. In this work, we combine genetic information from image-localised biopsies with a mechanistic model of interacting GBM sub-populations to characterise the nature of interactions between two commonly occurring GBM sub-populations, those with EGFR and PDGFRA genes amplified. Firstly, we develop a mathematical model using a PDE-based formalism and explore the dynamics of our model under a variety of interaction types (Chapter 2). Following on from this, we study population levels found across image-localized biopsy data from an initial cohort of patients and compare this to model outputs under competitive, cooperative and neutral interaction assumptions (Chapter 3). We explore other factors affecting the observed simulated sub-populations, such as selection advantages and phylogenetic ordering of mutations, and conduct a sensitivity analysis, as these factors may also contribute to the levels of EGFR and PDGFRA amplified populations observed in biopsy data. The patient dataset is then expanded to include image-localised biopsies from additional patients and we examine the intra- and inter-tumoural heterogeneity in EGFR and PDGFRA amplification observed in this data (Chapter 4). We then proceed to explore the inferability of the model parameters using synthetic datasets. Finally, we perform inference for the patient dataset, where we are able to gain some insights into the dynamics of and nature of interactions between these amplified sub-populations

Rheumatoid leptomeningitis presenting with an acute neuropsychiatric disorder

Leptomeningitis is a rare central nervous system manifestation of rheumatoid arthritis, generally in patients with established chronic rheumatoid disease. We report a 41-year-old man without previous rheumatoid arthritis or psychiatric disorder who presented with an acute neuropsychiatric disturbance and polyarthralgia. His MR scan of brain showed asymmetric bifrontal leptomeningitis, confirmed on (18F)-fluoro-D-glucose-positron emission tomography. Other investigations showed highly positive serum and cerebrospinal fluid anti-cyclic citrullinated peptide. A leptomeningeal biopsy showed necrotising leptomeningeal inflammation with ill-defined granulomas and lymphoplasmacytic infiltrate without organisms. Prolonged high-dose corticosteroids and then rituximab resulted in recovery. Chronic leptomeningitis can present with an acute neuropsychiatric disorder. We highlight that early rheumatoid disease can, rarely, cause a chronic leptomeningitis, reversible with immunotherapy

First large-scale study of antimicrobial susceptibility data, and genetic resistance determinants, in Fusobacterium necrophorum highlighting the importance of continuing focused susceptibility trend surveillance

Objectives: The objective of the study was to explore antimicrobial resistance gene determinant, and phenotypic antibiotic susceptibility, data for Fusobacterium necrophorum from a collection of UK strains. In addition, antimicrobial resistance genes detected in publicly available assembled whole genome sequences were investigated for comparison.Methods: Three hundred and eighty five F. necrophorum strains (1982-2019) were revived from cryovials (Prolab). Subsequent to sequencing (Illumina) and quality checking, 374 whole genomes were available for analysis. These genomes, in addition to publicly available assembled F. necrophorum genetic data, were interrogated using BioNumerics (bioMérieux; v 8.1), for the presence of known antimicrobial resistance genes (ARGs). Agar dilution susceptibility results for 313 F. necrophorum isolates (2016-2021) were also examined.Results: The phenotypic antibiotic test data for the 313 contemporary strains demonstrated potential resistance to penicillin, without increased dosing, in only three isolates. Otherwise, all strains were susceptible to ceftriaxone, clindamycin, co-amoxiclav, meropenem, metronidazole, penicillin and piperacillin/tazobactam, using EUCAST (v 11.0) interpretive guidance. The tet(O), tet(M), tet(40), aph(3’)-III, ant(6)-la and blaOXA-85 ARGs were present in publicly available assembled genomes. tet(M), tet(32), erm(A) and erm(B) were found within the UK strains, with correspondingly raised clindamycin and tetracycline minimum inhibitory concentrations.Conclusions: Current antibiotics recommended for the treatment of infections caused by F. necrophorum, including Lemierre’s disease, are likely to be effective in most cases. However, with evidence of potential ARG transmission from oral bacteria, and the detection of a transposon-mediated beta-lactamase resistance determinant in F. necrophorum, surveillance of both phenotypic and genotypic antimicrobial susceptibility trends must continue, and increase.<br/

Corpus to curriculum: Developing word lists for adult learners of Welsh

The launch of a language's first comprehensive general corpus promises a sea-change in teaching and learning resources. Effective transition from corpus to classroom is not necessarily straightforward, though; expert and end-user input is essential for the potential of the corpus resource to be realised. This paper outlines the process by which fit-for-purpose vocabulary lists were derived from the new National Corpus of Contemporary Welsh (Corpws Cenedlaethol Cymraeg Cyfoes – CorCenCC). The immediate purpose in this case was to inform the revision of A1 and A2 level course materials for adult learners. A longer-term aim was to put in place a method by which vocabulary lists for more advanced level learners and learners of different ages could be extracted and developed from the corpus. The new corpus means that for the first time, the Welsh language curriculum is able to use word frequency information; teaching and assessment materials in major languages have been informed by word frequencies for several decades. Raw frequency lists, though, include troublesome content, and can exclude items with high relevance to learners. This paper demonstrates how, by working in partnership, Welsh language curriculum writers, assessors, language experts and corpus linguists can effectively manipulate corpus data into curriculum content. The methods and approaches reported here are replicable for use in other language contexts

Predictors of the timing of initiation of antenatal care in an ethnically diverse urban cohort

Abstract Background: In the UK, women are recommended to engage with maternity services and establish a plan of care prior to the 12th completed week of pregnancy. The aim of this study was to identify predictors for late initiation of antenatal care within an ethnically diverse cohort in East London

Views and experience of breastfeeding in public: A qualitative systematic review

Breastfeeding rates in many Global North countries are low. Qualitative research highlights that breastfeeding in public is a particular challenge, despite mothers often having the legal right to do so. To identify barriers and facilitators, we systematically searched the qualitative research from Organisation for Economic Co‐operation and Development countries relating to breastfeeding in public spaces from 2007 to 2021. Data were analysed using the Thematic Synthesis technique. The review was registered with PROSPERO (registration number: CRD42017081504). Database searching identified 3570 unique records. In total, 74 papers, theses, or book chapters, relating to 71 studies, were included, accounting for over 17,000 mothers. Overall, data quality was high. Our analysis identified that five core factors influenced mothers' thought processes and their breastfeeding in public behaviour: legal system; structural (in)equality; knowledge; beliefs and the social environment. Macro‐level factors relating to legislation and inequality urgently require redress if breastfeeding rates are to be increased. Widespread culture change is also required to enhance knowledge, change hostile beliefs and thus the social environment in which mother/infant dyads exist. In particular, the sexualisation of breasts, disgust narratives and lack of exposure among observers to baby‐led infant feeding patterns resulted in beliefs which created a stigmatising environment. In this context, many mothers felt unable to breastfeed in public; those who breastfed outside the home were usually highly self‐aware, attempting to reduce their exposure to conflict. Evidence‐based theoretically informed interventions to remove barriers to breastfeeding in public are urgently required

Understanding the landscape of policing when responding to vulnerability: interviews with frontline officers across Wales

The National Adverse Childhood Experiences Approach to Policing Vulnerability: Early Action Together (E.A.T) programme is a unique collaboration between Public Health Wales and the four Welsh Police Forces and Police and Crime Commissioners, in partnership with Criminal Justice, Youth Justice and third sector organisations, funded by the Home Office to deliver a national programme of change across Wales. Whilst public safety, welfare and vulnerability is the highest demand for UK police forces, frontline officers and staff face many challenges responding to vulnerable individuals. The E.A.T. programme sets out to address these challenges and transform how police and partner agencies work together to respond to vulnerability beyond statutory safeguarding. Recognising the importance of early intervention and preventative action, this programme will develop a whole systems response to vulnerability to ensure pathways for support are available for the police when vulnerability falls below thresholds for statutory support. Building into current systems, this work will utilise existing community assets to develop a bank of resources for police and partners to draw upon when supporting people in their communities. This report is the first in a series of reports that has sought to understand the landscape in policing vulnerability across Wales, which in turn will support the E.A.T programme approach. It outlines the reality of responding to vulnerable individuals for frontline officers, the enablers and blockers in current service delivery and examines the introduction of the Adverse Childhood Experience Trauma-Informed Multi-agency Early Action Together training (ACE TIME training). This report provides the individual, situational and organisational context within which to view post ACE TIME training findings and provide key recommendations when preparing to deliver a National transformational and cultural change programme within policing. To capture the rich, complex picture of policing vulnerability 152 semi-structured interviews with a range of different policing roles across Wales were conducted. A review of the literature provided an understanding of the nature of vulnerability demand, examined key aspects that influence responses to incidents of vulnerability and explored potential factors that may affect engagement with the transformational change the E.A.T programme attempts to achieve. A number of key areas emerged from the literature that informed interviews with frontline staff: (1) Previous knowledge and understanding of vulnerability through training, systems, policy and guidance; (2) Understanding and attitudes towards ‘trauma-informed’ approaches and ACEs, in a police context; (3) Experiences and views on multi-agency working and collaborative working; (4) Workforce wellbeing, with a strong evidential link between the importance of wellbeing, organisational support and organisational belonging; (5) Attitudes and perceptions of transformational and organisational change programmes within policing

Identifying the spatial and temporal dynamics of molecularly-distinct glioblastoma sub-populations

Glioblastomas (GBMs) are the most aggressive primary brain tumours and have no known cure. Each individual tumour comprises multiple sub-populations of genetically-distinct cells that may respond differently to targeted therapies and may contribute to disappointing clinical trial results. Image-localized biopsy techniques allow multiple biopsies to be taken during surgery and provide information that identifies regions where particular sub-populations occur within an individual GBM, thus providing insight into their regional genetic variability. These sub-populations may also interact with one another in a competitive or cooperative manner; it is important to ascertain the nature of these interactions, as they may have implications for responses to targeted therapies