Instagram Stories versus Facebook Wall: an advertising effectiveness analysis

Purpose – This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign. Design/methodology/approach – The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators. Findings – The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories. Practical implications – Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men. Originality/value – This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall. Proposito de la investigacion – Esta investigacion compara la efectividad publicitaria en Instagram yFacebook en funcion del público objetivo. Metodología y diseño – La investigacion analiza las diferencias entre cada formato de red social en términosde actitud hacia el anuncio, intrusividad percibida y lealtad hacia el producto o marca anunciado. Mediante unaencuesta online a 303 consumidores, se proponen efectos directos y efectos moderacion de la edad y el género. Recomendaciones – Los resultados indican que Instagram Stories mejora la actitud hacía el anuncio, peroaumenta también la intrusividad en comparacion con Facebook Wall. La publicidad en Facebook Wall es másintrusiva para los millennials que para los no-millennials. Instagram Stories incrementa la lealtad entre losusuarios millennial de ambos sexos y las mujeres no-millennial; en cambio, los hombres no-millennial son másleales a la publicidad en Facebook Wall. Implicaciones prácticas – Los anunciantes deben aprovechar los nuevos formatos y las posibilidades desegmentacion que les brindan las redes sociales para llegar a su público objetivo de manera más efectiva. Concretamente, los hallazgos de la investigacion sugieren que deberían centrarse en Instagram Stories paradirigirse a un público millennial y a mujeres no-millennial; y en Facebook Wall, cuando su público objetivosean los hombres no-millennial. Originalidad – Este estudio es uno de los primeros que aborda el uso de Instagram Stories como soportepublicitario y lo compara con formatos publicitarios consolidados como Facebook Wal

Video design adaptation to youtube advertising formats

Este trabajo en curso analiza cómo diferentes diseños publicitarios en términos de arousal (intensidad emocional) pueden contribuir a mejorar la efectividad de la video publicidad online. La literatura previa sugiere que un final con alto arousal puede incrementar la efectividad publicitaria. Para comprobar esta proposición, nuestra investigación combina diferentes metodologías: neurociencia aplicada al comportamiento del consumidor; un estudio de campo basado en una campaña publicitaria en YouTube y un estudio final. Los primeros resultados sugieren que el diseño publicitario ha de adaptarse a los nuevos formatos de video publicidad interactiva en función de los objetivos de los anunciantes.This work in progress analyzes how different arousal advertising design may enhance online video advertising effectiveness. Previous research suggests that arousing ending designs could increase ad effectiveness. To test this proposition, our research combines different methodologies: a consumer neuroscience pretest is used to identify high and low arousal sequences; a field study based on a YouTube ad campaign is used as an exploratory study which helps to determine the experimental scenarios to be used in the final study with a large sample size. Preliminary results suggest that ad design need to be adapted to new formats of interactive advertising depending on the advertisers’ goals

Intention to use analytical Artificial Intelligence in services. The effect of technology readiness and awareness

Purpose: The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will become increasingly popular. This study examines how customers’ technology readiness and service awareness affect their intention to use analytical-AI investment services. Design/methodology/approach: Hypotheses were tested with a data set of 404 North American-based potential customers of robo-advisors. In addition to technology readiness dimensions, the potential customers’ characteristics were included in the framework as moderating factors (age, gender and previous experience with financial investment services). A post-hoc analysis examined the roles of service awareness and the financial advisor’s name (i.e., robo-advisor vs. AI-advisor). Findings: The results indicated that customers’ technological optimism increases, and insecurity decreases, their intention to use robo-advisors. Surprisingly, feelings of technological discomfort positively influenced robo-advisor adoption. This interesting finding challenges previous insights into technology adoption and value co-creation, as analytical-AI puts customers into a very passive role and reduces barriers to technology adoption. The research also analyzes how consumers become aware of robo-advisors, and how this influences their acceptance. Originality: This is the first study to analyze the role of customers’ technology readiness in the adoption of analytical-AI. We link our findings to previous technology adoption and automated services’ literature and provide specific managerial implications and avenues for further research

El teletrabajo tras la pandemia del COVID- 19 y afección psicosocial.

El avance de las nuevas tecnologías y de la información ha permitido que el teletrabajo sea cada vez un método más factible y utilizado en las empresas. Implica comodidad y versatilidad al evitar el desplazamiento a un entorno común de trabajo y desempeñar las mismas funciones que pueden realizarse desde casa o desde un tercer espacio, es decir, utilizar un espacio efectivo para ello. Este proyecto analiza la nueva normativa y regularización que se adopta tras la pandemia del COVID-19, los cambios que se han producido y comprenderemos por qué ha aumentado significativamente el porcentaje de empresas que han decidido seguir con este sistema de trabajo.Además, se profundiza en los riesgos psicosociales que pueden desarrollarse a causa del teletrabajo y analizaremos cuáles son los que más comunes. Todo ello lo realizaremos por medio de una encuesta que será contestada por personas de diferente edad, sexo, estado civil, situación familiar y laboral, para poder contrastar información y llegar a una conclusión.<br /

Good vibrations: impacto del clima en el aula y de las habilidades sociales en experiencias de aprendizaje colaborativo

Un buen clima en el aula resulta fundamental para el aprendizaje del estudiante, afectando a los resultados de las actividades allí planteadas. Esta variable, junto con las habilidades sociales del estudiante, puede ser especialmente relevante en contextos de aprendizaje colaborativo, fomentando la creación de entornos más cooperativos que competitivos. Este trabajo analiza la influencia del clima en el aula sobre la interactividad y satisfacción resultantes de una actividad de aprendizaje colaborativo, consistente en la introducción de relatores como dinamizadores del debate en el aula. Por otro lado, se propone que las habilidades de interacción social y aprendizaje colaborativo del estudiante afectan directamente al clima en el aula, y moderan la relación entre éste y las evaluaciones de la actividad. Los resultados del estudio empírico realizado con una muestra de 161 estudiantes validan las hipótesis planteadas, y ofrecen recomendaciones para la correcta ejecución y gestión de actividades de aprendizaje colaborativo.A good climate is paramount for the students’ learning and affects the outcomes of the teaching activities in the classroom. This variable, together with the student’s social skills, can be especially relevant in collaborative learning contexts, fostering the creation of cooperative, rather than competitive, environments. This research analyzes the influence of classroom climate on the interactivity and satisfaction derived from a collaborative learning activity, consisting of the introduction of discussants to revitalize the debate in the classroom. Furthermore, we propose that the student’s social interaction and collaborative learning skills have a direct influence on the classroom climate, and also moderate the relationship between climate and the evaluations of the activity. The results of an empirical study with a sample of 161 students validate the proposed hypotheses, and offer recommendations for correctly executing and managing collaborative learning activities

Consecuencias utilitarias y emocionales de la creación de vídeos como instrumento de aprendizaje universitario

Este trabajo en curso investiga las consecuencias utilitarias, emocionales, evaluativas y conativas derivadas de la participación en un proyecto de creación de contenidos audiovisuales en el aula universitaria. El proyecto se desarrolla dentro de una asignatura introductoria de marketing y utiliza la red social YouTube como soporte. Concretamente, analiza el valor utilitario y hedónico (emociones positivas y negativas vinculadas a la participación) de participar en la actividad, su relación con la satisfacción con la misma, y la influencia de ésta sobre la intención de continuar generando contenidos docentes. El modelo plantea que la personalidad del estudiante puede moderar la relación entre los aspectos utilitarios y hedónicos y la satisfacción con la actividad. Los resultados permitirán comprender qué elementos determinan en mayor medida el éxito de innovaciones docentes basadas en el papel activo del estudiante y el uso de nuevas tecnologías y redes sociales, teniendo en cuenta las características del estudiante.This work in progress investigates the utilitarian, emotional, evaluative, and conative consequences derived from the students’ participation in a project consisting of the creation of audiovisual contents. The project is embedded in an introductory course of marketing and uses the social network YouTube as the context for its development. Specifically, this work analyzes the students’ utilitarian and hedonic value (positive and negative emotions) derived from participating in the activity, their relationship with students’ satisfaction with the activity, and the influence of satisfaction on the intention to continue generating teaching contents. Also, the model proposes that the student’s personality can moderate the relationships between the utilitarian-hedonic aspects and the satisfaction with the activity. The results will offer better understand which elements affect the success of teaching innovations based on the student’s active role and the use of new technologies and social networks, taking into account the student’s characteristics

Above-threshold ionization driven by few-cycle spatially bounded inhomogeneous laser fields

In this work, we study the main features of the photoelectrons generated when noble gas atoms are driven by spatially bounded inhomogeneous strong laser fields. These spatial inhomogeneous oscillating fields, employed to ionize and accelerate the electrons, result from the interaction between a pulsed low intensity laser and bow-tie shaped gold nanostructures. Under this excitation scheme, energy-resolved above-threshold ionization (ATI) photoelectron spectra have been simulated by solving the one-dimensional (1D) time-dependent Schrödinger equation (TDSE) within the single active electron (SAE) approximation. These quantum mechanical results are supported by their classical counterparts, obtained by the numerical integration of the Newton-Lorentz equation. By using near-infrared wavelengths (0.8-3 μm) sources, our results show that very high energetic electrons (with kinetic energies in the keV domain) can be generated, far exceeding the limits obtained by using conventional, spatially homogeneous fields. This new characteristic can be supported considering the non-recombining electrons trajectories, already reported by Neyra and coworkers (Neyra E, et al 2018 J. Opt. 20, 034002). In order to build a real representation of the spatial dependence of the plasmonic-enhanced field in an analytic function, we fit the generated 'actual' field using two Gaussian functions. We have further analyzed and explored this plasmonic-modified ATI phenomenon in a model argon atom by using several driven wavelengths at intensities in the order of 1014 W cm-2. Throughout our contribution we carefully scrutinize the differences between the ATI obtained using spatially homogeneous and inhomogeneous laser fields. We present the various physical origins, or correspondingly distinct physical mechanisms, for the ATI generation driven by spatially bounded inhomogeneous fields.Fil: Rueda Suescun, Pedro Enrique. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - La Plata. Centro de Investigaciones Ópticas. Provincia de Buenos Aires. Gobernación. Comisión de Investigaciones Científicas. Centro de Investigaciones Ópticas. Universidad Nacional de La Plata. Centro de Investigaciones Ópticas; ArgentinaFil: Videla, Fabian Alfredo. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - La Plata. Centro de Investigaciones Ópticas. Provincia de Buenos Aires. Gobernación. Comisión de Investigaciones Científicas. Centro de Investigaciones Ópticas. Universidad Nacional de La Plata. Centro de Investigaciones Ópticas; Argentina. Universidad Nacional de La Plata. Facultad de Ingeniería. Departamento de Ciencias Básicas; ArgentinaFil: Neyra, Enrique Gustavo. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - La Plata. Centro de Investigaciones Ópticas. Provincia de Buenos Aires. Gobernación. Comisión de Investigaciones Científicas. Centro de Investigaciones Ópticas. Universidad Nacional de La Plata. Centro de Investigaciones Ópticas; ArgentinaFil: Pérez Hernández, Jorge. Parque Científico. Centro de Láseres Pulsados; EspañaFil: Ciappina, Marcelo Fabián. Institute of Physics of The Ascr, Eli-beamlines; República ChecaFil: Torchia, Gustavo Adrian. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - La Plata. Centro de Investigaciones Ópticas. Provincia de Buenos Aires. Gobernación. Comisión de Investigaciones Científicas. Centro de Investigaciones Ópticas. Universidad Nacional de La Plata. Centro de Investigaciones Ópticas; Argentin

Simulation and Optimization Models of Steady-state Gas Transmission Networks

Managing a gas transport network is a complex problem because of the number of possibilities of routing the gas through the pipes. The most important aim in this kind of systems is to fulfill the demand within the pressure bounds, independently of its associated costs. However, in the present work some cost drivers are also taken into account by means of different objective functions in order to manage the network in an efficient way. This work deals with mathematical modeling and optimization of gas transport networks, where a two-stage procedure is proposed. In the first stage, optimization algorithms based on mathematical programming are applied to make some decisions (whether to activate compressor stations, control valves and other control elements) and gives an initial solution to the second stage. This last stage, which is based on control theory techniques, refines the solution to obtain more accurate results. Due to the reduced complexity in each stage, both can be solved within reasonable runtimes for relatively large gas networks. Based on the mathematical methods involved, a software called GANESOTM has been developedThe authors would like to acknowledge the support of Reganosa LNG Company and also Ministerio de Economía y Competitividad (Spain) under research project MTM2008-02483 and Xunta de Galicia (Spanish region) under research project EM2012/111S

Estimación del grado básico de calidad en canales bovinas conforme a madurez ósea, marmoleo y predominancia fenotípica Bos indicus

In order to estimate the Basic Quality Grade of beef carcasses according to bone maturity, marbling and Bos indicus racial predominance, data from 1,417 carcasses processed in four Federal Inspection Type establishments were analyzed. The following variables were recorded: cavitary fat, rib eye area, dorsal fat thickness, hump length and height, marbling, and bone maturity. Using the variables marbling and bone maturity, the Basic Grade of Quality was estimated in accordance with the norm NOM-004-SAGARPA-2018. The hump height was used as a criterion to determine racial predominance, and four groups were generated from this information. Based on the recorded values, descriptive statistics, analysis of variance, comparison of means, and Tukey's test were determined. The hump height in each group was 7.19, 10.54, 14.38, and 20.11 cm (P<0.01), respectively. 82 % of the carcasses were predominantly Bos indicus. The hot carcass weight was 310.05 kg for group 1 vs 326.99 kg for group 4 (P<0.01). The rib eye area was 85.59 cm2 for group 1 vs 89.14 cm2 for group 2 (P<0.05). Of the total number of carcasses evaluated, 60 were classified as Supreme quality  (4.23 %),  655 as Select  quality  (46.22 %),  621 as  Standard  quality (43.82 %), and 81 as Commercial quality (5.72 %). The beef carcasses in this study have mainly a Bos indicus breed component, and their Basic Quality Grade corresponded primarily to a greater number of carcasses with grade A bone maturity, but with less marbling.Para estimar el Grado Básico de Calidad de canales bovinas conforme a madurez ósea, marmoleo y predominancia racial Bos indicus, se analizaron los datos de 1,417 canales procesadas en cuatro establecimientos Tipo Inspección Federal. Se registraron las variables: grasa cavitaria, área del ojo de costilla, espesor de la grasa dorsal, largo y altura de la giba, marmoleo y madurez ósea. Mediante las variables marmoleo y madurez ósea se estimó el Grado Básico de Calidad con base en la NOM-004-SAGARPA-2018. La altura de la giba se utilizó como criterio para determinar la predominancia racial y mediante esta información se generaron cuatro grupos. Con base en los valores registrados, se determinaron las estadísticas descriptivas, análisis de la varianza comparación de medias, análisis de frecuencias y prueba de Tukey. La altura de la giba en cada grupo fue de 7.19, 10.54, 14.38 y 20.11 cm (P<0.01), respectivamente. El 82 % de las canales mostraron predominancia racial Bos indicus. El peso de la canal caliente fue 310.05 kg para el grupo 1 vs 326.99 kg para el grupo 4 (P<0.01). El área del ojo de la costilla fue de 85.59 cm2 para el grupo 1 vs 89.14 cm2 para el 2 (P<0.05). Del total de canales evaluadas, 60 clasificaron de calidad Suprema (4.23 %), 655 de calidad Selecta (46.22 %), 621 de calidad Estándar (43.82 %) y 81 Comerciales (5.72 %). Las canales de bovino objeto del presente estudio, presentan mayormente un componente racial Bos indicus y su Grado Básico de Calidad primordialmente correspondió a la mayor cantidad de canales con madurez ósea grado A, pero con menor marmoleo

Differential clinicopathological and molecular features within late-onset colorectal cancer according to tumor location

Background: Since there is a predilection of some clinical and molecular features for a given tumor location, we assessed whether this can be confirmed in late-onset colorectal cancer (LOCRC). Results: Right colon cancers showed features associated with sporadic Microsatellite Instability: predominance of female cases and BRAF mutations, and an important mucinous component. Left colon cancers developed a higher number of polyps and multiple primary CRCs, showed the strongest familial component, and had better prognosis. Rectal cancers showed a predominantly sporadic phenotype, with worse prognosis and a CpG Island Methylator Phenotype (CIMP)-High. No copy number alterations (CNAs) greater than or equal to 50% were observed in this LOCRC group, and the most recurrent alterations were losses at 5q13 and 14q11, and gains at 7q11, 7q21-q22, 19p13-p12, 19q13 and 20p11-q11. KRAS and PIK3CA were the only mutated genes showing differences according to the tumor location, mainly for right colon cancers. Materials and Methods: We analyzed clinical and molecular characteristics of LOCRC at different tumor locations in order to determine if there are differential phenotypes related with the location in the colon. Conclusions: Categorizing LOCRC according to tumor location appears to be an adequate first step to resolving the heterogeneity of this subset of CRCThis work was funded by Projects PI10/0683, PI13/01741, PI13/0127 and PI14/00459 from the Spanish Ministry of Health and Consumer Affairs and FEDER, and was approved by the Ethics Committee of our Institutio