Artificial Intelligence in Communication with Music Fans: An Example from South Korea

According to Kotler, Kartajaya, and Setiawan, there are five components of marketing 5.0: it is data-driven, predictive, contextual, augmented, and agile. This paper uses the case study method to investigate the presence of the 5.0 marketing components in promotional strategies employed by the South Korean popular music industry. The paper explores promotional strategies used by the BTS music group in particular. The group uses the 5.0 marketing method in its promotional strategies, especially in communication with the fans, and such communication thus enters the field of public relations. The case study analysis also indicates the use of data-driven marketing and predictive analytics, which are achieved using artificial intelligence. Additionally, elements of contextual marketing were used to improve the consumer experience, and augmented marketing was utilized to facilitate business, especially for front office staff. Finally, the analysis of BTS\u27s promotional strategies shows a focus on innovation and flexibility, which are elements of agile marketing

An Overview of the Structure and Determinants of Executive Compensations

U radu se daje pregled strukture i čimbenika menadžerskih kompenzacija, pri čemu se želi utvrditi način na koji bi trebala biti definirana strategija menadžerskih kompenzacija koja podupire dugoročna strateška usmjerenja poduzeća. Analizira se odnos kratkoročnih i dugoročnih kompenzacija te daje naglasak na dugoročne poticaje koje menadžera vežu za poduzeće, s ciljem donošenja dugoročnih odluka od važnosti za opstanak poduzeća. U radu se analizira učinak veličine poduzeća, mogućnosti njegova rasta i rizika, strukture vlasništva i kapitala te dobi menadžera na visinu menadžerskih kompenzacija. Osnovna menadžerska plaća trebala bi rasti s veličinom poduzeća, a na visinu osnovne plaće utječu i iznadprosječne formalne kvalifikacije i dokazana poduzetnička sposobnost. Osnovna plaća trebala bi biti konkurentna, odnosno “zlatna sredina” između najbolje i najlošije osnovne plaće konkurentskih poduzeća.The paper gives an overview of the structure and determinants of executive compensations and aims at defining the strategy of allocating these compensations while taking into account long-term strategic implications for the firm. The relationship between short-term and long-term compensations is analyzed with an emphasis on long-term incentives that serve as a way to keep the executive in the firm and with the aim of coming to long-term decisions vital for the firm’s survival. The paper also analyzes how the firm’s size, its growth, risk-taking opportunities, ownership, assets structure, and executives’ age affect the amount of executive compensations. The basic managerial salaries should grow with the size of the company, outstanding formal qualifications and proven entrepreneurial ability. The basic salary should be competitive, or a “golden mean” between the highest and lowest basic salary of competing companies

White paper on the future of plasma science and technology in plastics and textiles

International audienceThis white paper considers the future of plasma science and technology related to the manufacturing and modifications of plastics and textiles, summarizing existing efforts and the current state-of-art for major topics related to plasma processing techniques. It draws on the frontier of plasma technologies in order to see beyond and identify the grand challenges which we face in the following 5–10 years. To progress and move the frontier forward, the paper highlights the major enabling technologies and topics related to the design of surfaces, coatings and materials with nonequilibrium plasmas. The aim is to progress the field of plastics and textile production using advanced plasma processing as the key enabling technology which is environmentally friendly, cost-efficient, and offers high-speed processing

Innovative Strategies of Promotion on Social Media: An Example from a High-Tech Society (South Korea)

Ovaj rad istražuje inovativne strategije promocije na društvenim mrežama na primjeru jednogvisokotehnološkog društva kao što je Južna Koreja.Konkretnije rad analizira inovativnost promotivnih strategija na društvenim mrežama južnokorejske industrije popularne glazbe, točnije na društvenim mrežama glazbene skupine BTS. Istraživanje uključuje analizu radakompanije Hybe koja stoji iza promotivnih kampanja BTS-a na društvenim mrežama. Naime, Južna je Koreja inovativni i visokotehnološki lider na globalnoj razini, a Hybe je peta najinovativnija kompanija 2020. godine, također na globalnoj razini. BTS su trenutno globalno najpopularnija glazbena grupa K-popa i predstavnici Korejskog vala,fenomen čiji se utjecaj ispituje zadnjih 20 godina. Istraživanje je obuhvatilo promotivne kampanje za singleove i evente BTS-a tijekom 2021. na društvenim platformama Twitter i Weverse te rad korporacije Hybe kroz analizu press konferencija i intervjua. Istraživačka je metoda mješovita radi cjelovitog prikaza inovativnih strategija promocije u glazbenoj industriji. Korištena je kvalitativna i kvantitativna analiza sadržaja objava na društvenim mrežama BTS-a te analiza slučaja za rad Hybe korporacije. Dobiveni rezultati ukazuju na inovativnost i korištenje novih tehnologija poput umjetne inteligencije i proširivanje korištenja intelektualnog vlasništva umjetnika u svrhe izrade kreativnog sadržaja koji nadilazi granice jezika, zemalja te online i offline.This paper searches for innovative strategies in the promotion on social media through the example of a High-Tech society such as South Korea. The Thesis analyses the inventiveness of promotional strategies on social networks of the South Korean entertainment industry, more precisely on the social media from the pop group BTS. The research also includes an analysis of Hybe Corporation, which stands behind BTS' social media campaign. South Korea is globally an innovative High-Tech leader, and Hybe is the fifth most innovative company in 2020, also on global scale. Along with that, BTS is currently the most popular K-pop group worldwide and they are, at the moment, the main representatives of the Korean Wave; a phenomenon whose influence has been examined for the past 20 years. The research covered promotional campaigns for BTS' singles and events during 2021 on social platforms Twitter and Weverse. It also included Hybe Corporation's work and investments through the analysis of press conferences and interviews. The research method is mixed to provide a comprehensive overview of innovative promotional strategies in the music industry. Qualitative and quantitative content analysis was used for BTS' social networks posts and a case study for Hybe Corporation. The results indicate the innovation and use of new technologies such as artificial intelligence and the expansion of artists' intellectual property for the purpose of creating creative content that transcends the boundaries of languages, countries, online and offline

Innovative Strategies of Promotion on Social Media: An Example from a High-Tech Society (South Korea)

Ovaj rad istražuje inovativne strategije promocije na društvenim mrežama na primjeru jednogvisokotehnološkog društva kao što je Južna Koreja.Konkretnije rad analizira inovativnost promotivnih strategija na društvenim mrežama južnokorejske industrije popularne glazbe, točnije na društvenim mrežama glazbene skupine BTS. Istraživanje uključuje analizu radakompanije Hybe koja stoji iza promotivnih kampanja BTS-a na društvenim mrežama. Naime, Južna je Koreja inovativni i visokotehnološki lider na globalnoj razini, a Hybe je peta najinovativnija kompanija 2020. godine, također na globalnoj razini. BTS su trenutno globalno najpopularnija glazbena grupa K-popa i predstavnici Korejskog vala,fenomen čiji se utjecaj ispituje zadnjih 20 godina. Istraživanje je obuhvatilo promotivne kampanje za singleove i evente BTS-a tijekom 2021. na društvenim platformama Twitter i Weverse te rad korporacije Hybe kroz analizu press konferencija i intervjua. Istraživačka je metoda mješovita radi cjelovitog prikaza inovativnih strategija promocije u glazbenoj industriji. Korištena je kvalitativna i kvantitativna analiza sadržaja objava na društvenim mrežama BTS-a te analiza slučaja za rad Hybe korporacije. Dobiveni rezultati ukazuju na inovativnost i korištenje novih tehnologija poput umjetne inteligencije i proširivanje korištenja intelektualnog vlasništva umjetnika u svrhe izrade kreativnog sadržaja koji nadilazi granice jezika, zemalja te online i offline.This paper searches for innovative strategies in the promotion on social media through the example of a High-Tech society such as South Korea. The Thesis analyses the inventiveness of promotional strategies on social networks of the South Korean entertainment industry, more precisely on the social media from the pop group BTS. The research also includes an analysis of Hybe Corporation, which stands behind BTS' social media campaign. South Korea is globally an innovative High-Tech leader, and Hybe is the fifth most innovative company in 2020, also on global scale. Along with that, BTS is currently the most popular K-pop group worldwide and they are, at the moment, the main representatives of the Korean Wave; a phenomenon whose influence has been examined for the past 20 years. The research covered promotional campaigns for BTS' singles and events during 2021 on social platforms Twitter and Weverse. It also included Hybe Corporation's work and investments through the analysis of press conferences and interviews. The research method is mixed to provide a comprehensive overview of innovative promotional strategies in the music industry. Qualitative and quantitative content analysis was used for BTS' social networks posts and a case study for Hybe Corporation. The results indicate the innovation and use of new technologies such as artificial intelligence and the expansion of artists' intellectual property for the purpose of creating creative content that transcends the boundaries of languages, countries, online and offline

The mitotic spindle is chiral due to torques within microtubule bundles

Mitosis relies on forces generated in the spindle, a micro- machine composed of microtubules and associated proteins. Forces are required for the congression of chromosomes to the metaphase plate and their separation in anaphase. However, besides forces, torques may exist in the spindle, yet they have not been investigated. Here we show that the spindle is chiral. Chirality is evident from the finding that microtubule bundles in human spindles follow a left-handed helical path, which cannot be explained by forces but rather by torques. Kinesin-5 (Kif11/Eg5) inactivation abolishes spindle chirality. Our theoretical model predicts that bending and twisting moments may generate curved shapes of bundles. We found that bundles turn by about −2 deg µm−1 around the spindle axis, which we explain by a twisting moment of roughly −10 pNµm. We conclude that torques, in addition to forces, exist in the spindle and determine its chiral architecture

Trans fatty acids in frequently consumed products from Serbian and Slovenian market

Objectives: Industrially produced trans fatty acid (iTFA) have adverse health effects and thus their consumption should be limited. The aim of this study was to determine and compare the iTFA content in frequently consumed food products by young adults from the Serbian and Slovenian market with supposedly elevated iTFA content in 2015. At the time of this study, there was no recommended limit of iTFA in both countries, and reduction of iTFA in foods was on voluntary basis.Methods: We determined iTFA content in food products, 19 from the Serbian and 22 from the Slovenian market, blinded and analysed in the same analytical run. Contents of fatty acids (FA) methyl esters were analysed by capillary gas chromatography with a flame ionisation detector. Heptadecanoic acid was used as internal standard. Individual FA along with TFA were expressed as percentages of total measured FA. The amount of each FA in the sample was then calculated from the response factor and the transformation factor of the FA from the FA methyl ester content.Results: Elaidic acid (C18:1t) was found as the most abundant TFA in analysed products, ranging from 0.52 g/100 g of total FA in chocolate candy up to 60.4 g/100 g in a salami from Serbian market. In Slovenian products, the values for elaidic acid were lower, 0.04-3.95 g/100 g of total FA, except in one type of wafers (24.3 g/100 g).Conclusions: The majority of analysed products from the Serbian and three from Slovenian market exceeded the recommended WHO and EU limit of 2% iTFA of total fat in foods. Samples of frequently consumed salami, wafers, tea biscuits, and snacks were identified as products with potentially higher burden of iTFA in diets of young adults in Serbia