Segmenting the audience of a cause-related marketing viral campaign

This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfectly for the strong-affinity segment and adequately for the week affinity segment. On the contrary, this viral campaign leaves the intermediate-affinity segment indifferent.     

中国大陆侨资与外资发展比较研究——基于2005——2008数据分析

对近年来中国FDI数据与国侨办侨资企业数据库进行全面比较和深入研究发现,近年来的中国侨资企业发展大大超过外资成长:新批侨资企业数量连续大幅度增加且大大超过外资成长;新增侨资在全国FDI中的比重逐年提高;侨资企业平均投资额大增,并且在制造业中比重下降;新批侨资企业主要来源地分布较广,位次变化显著.这一转变根本的原因在于,大多数侨资企业在一二十年的中国经济高速快车上不断壮大,经营规模与产业层次得到提升,与世界企业的差距大大缩小,国际竞争力日益增强。这一重大转变在这次研究中首次被揭示,应引起有关部门的重视。政策取向必须随着新的形势变化应适时调整,高度重视侨资企业的发展。     

面向新生的“微视频+代入式体验”信息素养教育研究

[目的/意义]基于建构主义学习理论，借鉴翻转课堂先进理念，以提高个人信息素养能力的初学者为主要教育研究对象，调研分析其个性特征、信息行为和教育方式偏好。[方法/过程]通过调研分析，总结教育方式与学生需求之间的矛盾成因，提出面向新生的"微视频+代入式体验"信息素养教育创新模式，着重分析模式特点、构建策略和实施方案，并提出可行性组织策略。[结果/结论]"微视频+代入式体验"信息素养教育新模式，综合运用微视频所特有的视觉冲击力，克服教师语言抽象化的不足，同时通过代入式情境体验，完成知识吸收内化、高层次思维认知，有效提升学生的信息素养综合能力。     

鲁迅与塞万提斯小说的现代性建构

塞万提斯和鲁迅都在不同意义上开创了现代文学，他们的小说创作在内容和形式上实现了双重现代性建构。本文对塞万提斯和鲁迅在现代小说创作中独特的开创意义与内在源泉进行比较，试图凸现他们在世界文学史上的独特价值，认识文学创作的本质内蕴。     

有符号数的补码速算方法研究

在计算补码的传统方法基础上,提出了一种快速准确的速算方法,并对其原理进行分析,给出了相应的例子说明,最后给出了该速算方法实现补码直接转换成原码的应用。     

Advantages and Limitations of Open Source Software for Library Management System Functions: The Experience of Libraries in India

The explosion of availability of information on the Internet requires that libraries evolve into value-added information providers, rather than mere curators of collections. Modern libraries need to stay relevant to a diverse, technologically savvy patron base and to facilitate and add value to the research community, while facing significant resource constraints. To face these challenges, libraries need to embrace digital technologies and library management systems (LMS) in order to work smart and achieve more with less. While LMS systems have been around for decades, libraries can explore the new frontier by embracing open source solutions, like open source software (OSS) library systems, which are free to acquire. They need to collaborate with computer experts and become technologically savvy to harness the full power of OSS solutions to meet the specific needs of the library and patron base. This article provides an overview of the availability, benefits, and drawbacks of various LMS systems and OSS variants, drawing from experiences in the present Indian context.     

A coach’s political use of video-based feedback: a case study in elite-level academy soccer

This paper examines the video-based pedagogical practices of Terry (pseudonym), a head coach of a professional junior academy squad. Data were collected through 6 in-depth, semi-structured interviews and 10 field observations of Terry’s video-based coaching in situ. Three embracing categories were generated from the data. These demonstrated that Terry’s video-based coaching was far from apolitical. Rather, Terry strategically used performance analysis technologies to help fulfil various objectives and outcomes that he understood to be expected of him within the club environment. Kelchtermans’ micropolitical perspective, Callero’s work addressing role and Groom et al.’s grounded theory were primarily utilised to make sense of Terry’s perceptions and actions. The findings point to the value of developing contextually grounded understandings of coaches’ uses of video-based performance analysis technology. Doing so could better prepare coaches for this aspect of their coaching practice.     

青少年体力活动干预新方式——体感游戏对青少年身体活动的影响分析

体感游戏作为体育运动与电子科技的结合产品,对其在青少年体力活动干预方面的研究有重要意义。研究从体力活动的促进、能量消耗、运动康复、社会价值以及心理效应等方面对体感游戏进行分析,发现体感游戏对青少年体力活动有明显促进作用,能满足其锻炼的需求,且对青少年心理健康具有积极地影响,能作为青少年体力活动干预的有效手段之一。     

对支农资金来源和使用的几点思考

“三农”问题是我国现阶段亟待解决的重要问题,这一问题的解决需要大量的资金投入。在支农资金十分有限的情况下,应该扩大支农资金的来源渠道和提高支农资金的使用效率。