THE IMPACT OF ONLINE ADVERTISMENT PERSONALIZATION AND TRANSPARENCY ON INDIVIDUAL DEFENSIVE RESPONSES AND ENGAGMENT

This study identifies the different individual defensive responses that are triggered by ad personalization. We investigate how these responses impact user engagement behavior on social media. The study also examines the role of transparency in advertising and the perceived benefits of personalization on user engagement in Europe. To conduct our study, we are theoretically grounded in the defensive response model. A multi-step quantitative approach constituting two experiments and a survey is used. With 154 and 199 participants each, the experiments allowed us to define the theoretical model. The experiment identified paradoxical findings. We indent surveying online ads-users to examine the impact of personalization on individual defensive responses and the role transparency plays in predicting user engagement. Our research contributes to the theory by identifying defensive responses that explain the engagement behavior, and the impact of transparency on personalized advertising

Exergy balance of pulverized coal injection into blast furnaces

In thermodynamic, the exergy of a system is defined as the maximum useful work that can be obtained from the process at a given state in a specified environment. The injection of pulverized coal is a worldwide technique, because it reduces the cost of the production in the blast furnace through the reduction of coke rate or even charcoal rate. In this paper it is sought to quantify the exergy potential through the irreversibility factors related to the operation fluctuation into the blast furnaces tuyeres, so to estimate potential financial earnings, arisen from the reduction of exergy losses