The Relationship between Consumer Sentiment towards Advertising and Ad Credibility, Ad Likeability, and Attention to Ads: The Case with Visual Metaphors

Popularity of ads with visual metaphors are on the rise. The present study examined the relationship between consumer sentiment towards advertising and ad credibility, ad likeability, and attention towards ads when ads contain visual metaphors. Specifically, this study tested ads which are “A is like B’” (comparison for similarity) and replacement type (only either source or the target is present while the other is absent) metaphors. Sixty-four students from a regional university in the mid-west completed surveys. Our study results indicate that when sentiment towards advertising is high, consumers find ads more credible and pay more attention to ads. However, sentiment towards advertising is not related to ad likeability. This paper concludes with implications for practitioners, including in social media advertising

A Conceptual Model of Determinants of Students’ Intentions to Use Electronic Textbooks

The cost of college textbooks has been increasing steadily for the last two decades. New developments in e-textbook offerings and enhanced features that have made e-textbooks more user-friendly have provided students with an attractive alternative to traditional textbooks. The purpose of this paper was to understand the purchase intentions among college students for e-textbooks. Using Bagozzi’s Appraisal Emotional Reactions Coping Responses theory as a framework, this study conceptualizes a predictive model of students intention to use e-textbooks Study model indicates that Trust, Value, attitude towards the brand and environmental attitudes are key determinants of purchase intentions. E-textbook companies should offer products of significant value to induce purchase intentions. Enhanced student trust should lead to a more positive brand attitude

Leo satellite network control and operation software architecture based on multi-agent system

103 p.The capability and performance of a low earth orbit satellite can be enhanced and augmented with an efficient ground station gateway network management system. Primary requirements for such a distributed network management system can be better techniques for managing operations, security, auditing, data processing, reconfiguration and fault tolerance.​Master of Science (Communications Engineering

Enhancing the Corrosion Resistance of Low Pressure Cold Sprayed Metal Matrix Composite Coatings on AZ31B Mg Alloy through Friction Stir Processing

To improve the corrosion resistance of Mg alloy, Al alloy/alumina metal matrix composite (MMC) coatings were formed by low pressure cold spraying (LPCS) technology followed by post friction stir processing. The phase structure, microstructure, and corrosion properties of the cold-sprayed metal matrix composite coatings before and after friction stir processing were investigated. The effect of the friction stir process (FSP) on the corrosion characteristics of MMC coatings at 3.5 weight percent of NaCl solution was explored using a Tafel polarisation plot. Microstructural studies were examined to investigate the electrochemical behaviour of the cold spray (CS) and FSPed MMC coatings. The results demonstrated that an enhancement in corrosion protection of the MMC deposits occurred at the 1st and 2nd runs of FSP, with superior corrosion performance observed at the 2nd run of FSP. The enhanced surface state is the primary enhancement mechanism of the electrochemical properties of the FSPed MMC coatings. For the higher run of FSP (3rd run), the electrochemical performance of the specimens was lower owing to the amalgamate action of the enhanced surface state with the aggravated interface of interior deposits