Differences in Online Social Media Mavens: the Gender Gap

Consumer Behavior experts have acknowledged the significant impact market mavens play in the dissemination and acceptance of new products in the market place. The emergence of online social media mavens has only recently been recognized. Based on traditional patterns of behavior and Internet usage it could be assumed the predictable demographics of the social media maven would be male, young, educated and with an above average income. This study investigated these traditional assumptions and discovered unique differences in online social media mavens. In order to determine potential Social Media Mavens, this research looked beyond usage of social media and instead at who was communicating with others about social media both in the form of recommending and encouraging the usage of social media. Results indicate the gender dominance of males is leveling, signaling the potential of females to drive social media acceptance and usage to ultimately reign as Online Social Media Mavens

Digital Word-of-Mouth and the Gender Implications

Consumers can now easily access data and exchange sentiments regarding products and services on an unprecedented scale, and often in real time, through digital connections. The Internet and mobile technologies have made sharing of information and opinions among consumers easier than ever. The capacity of online participants to inspire and transform perspectives has been touted to surpass the radical potency of television when it entered the consumer’s province during the 50’s. Men and women use social media sites to learn about new products, to become smarter shoppers and to feel good about a purchase they might have already made. College students are so driven to continuously connect that they chain themselves to the technology 24/7. As digital natives, they are so thoroughly immersed in the process that they possess an indigenous aptitude to operate and fully function within the techno world. Marketers have long recognized the prominent role that word-of-mouth communication (WOM) played in the consumer decision-making process. However, in recent years, interest has grown with the expansion in the number and types of communication channels offered by new technologies. Online WOM has established itself as a central element in the lives of consumers. In the view of many, the power of social media and online digital WOM communications outstrips the ability of companies to shape their own messages through either traditional communication means or by way of their own social media initiatives. Common wisdom now holds that companies that ignore consumer-to-consumer information posted about their business and products do so at their own peril. This study explored the implication of gender on the use of digital WOM along with specific online behavior characteristics and purchase variances of male and female digital activities. Research findings suggest the identification of primary digital WOM leaders as revealed through purchase behavior, shopping experience, purchase confidence and innovative online conduct. The concept that “tie-strength” is an indicator of the importance of a moderator’s impact on consumer purchase decisions (Brown & Reingen 1987) may be shifting in regard to online digital WOM. This study indicates that respondents were neutral in regard to the usefulness of online digital WOM compared to friends and family. While online was not deemed as more useful, the neutrality indicates that more research needs to be done on the concept of tie-strength as well as outside indicators of online digital WOM credibility

Sexuality and Disability in Rehabilitation Counseling Curricula: Rehabilitation Counselor Educators’ Attitudes, Comfort, and Knowledge

Purpose: To examine the attitudes, knowledge, and comfort levels of rehabilitation counselor educators towards sexuality and disability, and to determine if significant differences exist within variables. Method: Data was collected from a sample of rehabilitation counselor educators (N=27) via an internet-based survey. The Knowledge, Comfort, Approach and Attitudes towards Sexuality Scale (KCAASS) and demographic questionnaire was disseminated to collect data. A MANOVA was conducted to examine if there was a relationship among the variables of attitudes, knowledge, comfort, age, gender, and ethnicity. Results: Results indicates educators having high comfort levels and positive attitudes towards sexuality and disability. The mean for knowledge was low indicating a lower level of knowledge of sexuality and disability. Results indicate that there was no variance among the means of the categorical variables. The only variation that existed within the categorical variables was the gender of the participant. Conclusion: Further research is warranted to examine the specific needs of educators, students, and graduate programs, as well as exploring differences based upon institutional settings. Future qualitative research in sexuality and disability may also generate testimonials and theories from the perspective of students and educators in expressing their needs. The inclusion of human sexuality within various academic levels of rehabilitation education is warranted to increase competence of both students and educators. Keywords: Sexuality, Rehabilitation, and Counselor Educatio

Accurate quantitation of standard peptides used for quantitative proteomics

MS-based proteomics has become an indispensable tool in system biology generating a need for accurate and precise quantitation of peptide standards. The presented method utilizes ultra performance LC-MS/MS (UPLC-MS/MS) to accurately quantify peptide standards at concentrations of 0.1-10 microM. The ability for accurate quantitation of micro-molar concentrations has the advantages that quantitation can be performed routinely with high precision and the high sensitivity of the method minimizes the amounts required

A Large-Scale Zebrafish Gene Knockout Resource for the Genome-Wide Study of Gene Function

With the completion of the zebrafish genome sequencing project, it becomes possible to analyze the function of zebrafish genes in a systematic way. The first step in such an analysis is to inactivate each protein-coding gene by targeted or random mutation. Here we describe a streamlined pipeline using proviral insertions coupled with high-throughput sequencing and mapping technologies to widely mutagenize genes in the zebrafish genome. We also report the first 6144 mutagenized and archived F1’s predicted to carry up to 3776 mutations in annotated genes. Using in vitro fertilization, we have rescued and characterized ~0.5% of the predicted mutations, showing mutation efficacy and a variety of phenotypes relevant to both developmental processes and human genetic diseases. Mutagenized fish lines are being made freely available to the public through the Zebrafish International Resource Center. These fish lines establish an important milestone for zebrafish genetics research and should greatly facilitate systematic functional studies of the vertebrate genome