Write Your Own Luck Campaign: Pentel’s Successful Advertising Strategy Based on Superstitious Beliefs in Thailand

2021 ◽  
pp. 109804822110425
Author(s):  
Punjaporn Chinchanachokchai ◽  
Sydney Chinchanachokchai
Keyword(s):  
Cultural Beliefs ◽  
Target Audience ◽  
Unique Type ◽  
Advertising Campaign ◽  
Online Engagement ◽  
Beliefs And Values ◽  
Superstitious Beliefs ◽  
Significant Attention ◽  
Thai Culture

The Pentel case study exhibits a success case of a global firm’s ability to incorporate cultural-specific values into an advertising campaign. Pentel used superstitious beliefs in the Thai culture to create the Write Your Own Luck campaign. The company launched a limited pen collection designed to be carried as lucky charms. Each pen version represented a unique type of luck it brought to its user. The campaign targeted Thai teens who were heavy users of social media. The campaign was launched through offline and online channels and received significant attention and awareness from the target audience. This case study represents a campaign that incorporates cultural beliefs and values of local consumers into an effective advertising campaign. The company achieved its goal of raising brand awareness and online engagement among the target audience.

Texts: A Case Study of Joint Action

SATS ◽  
2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Nivedita Gangopadhyay ◽  
Alois Pichler
Keyword(s):  
Social Cognition ◽  
Digital Media ◽  
Philosophy Of Mind ◽  
Joint Action ◽  
Digital Humanities ◽  
Linguistic Communication ◽  
Unique Type ◽  
Joint Actions ◽  
Spatio Temporal

Abstract Our linguistic communication often takes the form of creating texts. In this paper, we propose that creating texts or ‘texting’ is a form of joint action. We examine the nature and evolution of this joint action. We argue that creating texts ushers in a special type of joint action, which, while lacking some central features of normal, everyday joint actions such as spatio-temporal collocation of agency and embodiment, nonetheless results in an authentic, strong, and unique type of joint action agency. This special type of agency is already present in creating texts in general and is further augmented in creating texts through digital media. We propose that such a unique type of joint action agency has a transformative effect on the experience of our sense of agency and subjectivity. We conclude with the implications of the proposal for social cognition and social agency. The paper combines research in philosophy of mind with the emerging fields of digital humanities and text technology.

scholarly journals Digital Civic Participation and Misinformation during the 2020 Taiwanese Presidential Election

2021 ◽  
Vol 9 (1) ◽  
pp. 144-157
Author(s):  
Ho-Chun Herbert Chang ◽  
Samar Haider ◽  
Emilio Ferrara
Keyword(s):  
New Media ◽  
Cultural History ◽  
Citizen Participation ◽  
Presidential Election ◽  
The Political ◽  
Online Engagement ◽  
Fact Checking ◽  
Critical Case Study ◽  
Emergent Coordination

From fact-checking chatbots to community-maintained misinformation databases, Taiwan has emerged as a critical case-study for citizen participation in politics online. Due to Taiwan’s geopolitical history with China, the recent 2020 Taiwanese Presidential Election brought fierce levels of online engagement led by citizens from both sides of the strait. In this article, we study misinformation and digital participation on three platforms, namely Line, Twitter, and Taiwan’s Professional Technology Temple (PTT, Taiwan’s equivalent of Reddit). Each of these platforms presents a different facet of the elections. Results reveal that the greatest level of disagreement occurs in discussion about incumbent president Tsai. Chinese users demonstrate emergent coordination and selective discussion around topics like China, Hong Kong, and President Tsai, whereas topics like Covid-19 are avoided. We discover an imbalance of the political presence of Tsai on Twitter, which suggests partisan practices in disinformation regulation. The cases of Taiwan and China point toward a growing trend where regular citizens, enabled by new media, can both exacerbate and hinder the flow of misinformation. The study highlights an overlooked aspect of misinformation studies, beyond the veracity of information itself, that is the clash of ideologies, practices, and cultural history that matter to democratic ideals.

scholarly journals Transfer of the Cultural Heritage of the Traditional Thai House: Usiri Family Houses

2016 ◽  
Vol 1 (3) ◽  
pp. 237
Author(s):  
Kundoldibya Panitchpakdi
Keyword(s):  
Cultural Heritage ◽  
Publishing House ◽  
Living Environment ◽  
Cultural Inheritance ◽  
House Construction ◽  
International Publishing ◽  
New Location ◽  
Open Access Article ◽  
Thai Culture

Traditional Thai house architecture is a significant part the Thai culture and heritage. One unique attribute of traditional Thai house construction is the modular, pre-fabricated wood components, with non-permanent connections. This allows the house to be dissembled and reassembled in a new location without damage. This is a case study of Thai-style houses built and owned by six generations of the Usiri family. Their houses have been passed down from the first to subsequent generations. From only two Thai-style houses 130 years ago, there are now eleven houses as part of an expanding cultural inheritance. © 2016. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.Keywords: Cultural Heritage; Traditional House; Preservation; Living Environment.

The Google Online Marketing Challenge

E-Marketing ◽  
2012 ◽  
pp. 1289-1308
Author(s):  
Sven Tuzovic ◽  
Lyle Wetsch ◽  
Jamie Murphy
Keyword(s):  
Graduate Students ◽  
The United States ◽  
Online Marketing ◽  
Learning Approach ◽  
Education Students ◽  
Pedagogical Tool ◽  
Advertising Campaign ◽  
Hands On ◽  
Search Engine Advertising

In 2008, a collaborative partnership between Google and academia launched the Google Online Marketing Challenge (hereinafter Google Challenge), perhaps the world’s largest in-class competition for higher education students. In just two years, almost 20,000 students from 58 countries participated in the Google Challenge. The Challenge gives undergraduate and graduate students hands-on experience with the world’s fastest growing advertising mechanism, search engine advertising. Funded by Google, students develop an advertising campaign for a small to medium sized enterprise and manage the campaign over three consecutive weeks using the Google AdWords platform. This article explores the Challenge as an innovative pedagogical tool for marketing educators. Based on the experiences of three instructors in Australia, Canada and the United States, this case study discusses the opportunities and challenges of integrating this dynamic problem-based learning approach into the classroom.

Transfer of Information Technology to the Arab World

2011 ◽  
pp. 141-172 ◽  
Author(s):  
Detmar W. Straub ◽  
Karen D. Loch ◽  
Carole E. Hill
Keyword(s):  
Information Technology ◽  
Arab World ◽  
Strong Predictor ◽  
Cultural Beliefs ◽  
Explanatory Power ◽  
Cultural Influence ◽  
Primary Data ◽  
Influence Model ◽  
Beliefs And Values ◽  
Research Questions

The complex societal beliefs and values of the Arab world provide a rich setting to examine the hypothesized influence of culture on information technology transfer (ITT). Two research questions arise in this context: (1) Do cultural beliefs and values affect the transference of information technology in the Arab world? and (2) Does contact with technologically advanced societies impact ITT and systems outcomes? The present study addresses these research questions by conceptualizing and testing a cultural influence model of ITT. In this model, cultural beliefs and values are one major construct while a counterbalancing variable is the external influence of technologically advanced societies. These constructs along with the variable “national IT development” form the conceptual basis for the model. This study is the second part of a program of research investigating ITT. The setting of the study was Arab society, which allowed us to test our “cultural influence” model in, perhaps, one of the more complex cultural and social systems in the world. The program of research took place in several phases. In the early phases, Arab-American businessmen and women as well as Arabs studying in American universities were studied. In the latter phases, the cross-disciplinary research team gathered primary data in the Arab cultures of Jordan, Egypt, Saudi Arabia, Lebanon, and the Sudan. Both quantitative and qualitative techniques were used to explore the phenomenon of ITT. This paper reports quantitative findings from the latter phase. Findings suggest that the model has explanatory power. Arab cultural beliefs were a very strong predictor of resistance to systems and thus ITT; technological culturation was also a factor. These results have implications for future theory-testing and for technology policy-setting by responsible Arab leaders. Additionally, there are implications for transnational firms and managers charged with introducing IT in foreign ports, subsidiaries, offices, and plants.

How Digitalisation Is Influencing Traditional Food Restaurants in the Management of Their Marketing Strategies

2021 ◽  
pp. 211-225
Author(s):  
Juan-Gabriel Martínez-Navalón
Keyword(s):  
Marketing Strategies ◽  
Traditional Food ◽  
Study Analysis ◽  
Advertising Campaign ◽  
Customer Needs ◽  
Case Study Analysis ◽  
Targeted Advertising ◽  
Order Management

There is no denying that digitalisation is a new revolution. At a time when technology is taking over all aspects of society in an exponential way, not introducing it into the management of companies is a clear mistake that could lead to their disappearance. But we cannot forget that the incorporation of technology is a challenge for any type of company and sector. This study analyses the importance of digitalisation in traditional restaurants and its influence on the management of marketing policies using case study analysis. Therefore, the aim of this study is to show how digitalisation for order management in these companies can also be applied to marketing policies. This is because, by monitoring and storing the customer's behaviour in the ordering process from start to finish, it is possible to know their preferences and searches in a more concrete way. Such information enables the company to maximise its resources by applying policies designed to meet customer needs, as well as to design targeted advertising to increase the chances of success of the advertising campaign.

Integrative Nursing in the Community

2014 ◽  
pp. 344-355
Author(s):  
Judith Fouladbakhsh ◽  
Susan G. Szczesny
Keyword(s):  
Community Health ◽  
Cultural Beliefs ◽  
The Body ◽  
Spiritual Needs ◽  
Community Members ◽  
Levels Of Care ◽  
Community Health Nurses ◽  
Beliefs And Values ◽  
Culturally Based ◽  
Health Nursing

This chapter discusses integrative community health nursing, providing a model to guide practitioners as they address the physical, psychosocial and spiritual needs of individuals, families, communities and society overall. Community health nurses are in a prime position to comprehensively assess needs of community members, and integrate beneficial and culturally based healing interventions. At all levels of care, integrative community health nurses establish strong caring relationships, recognize the importance of cultural beliefs and values, and incorporate therapies to nurture the body-mind-spirit, resulting in whole person/system healing. Exemplars of integrative nursing are presented to illustrate creative possibilities for community health and wellness.

scholarly journals BioKEEN: a library for learning and evaluating biological knowledge graph embeddings

2019 ◽  
Vol 35 (18) ◽  
pp. 3538-3540 ◽  
Author(s):  
Mehdi Ali ◽  
Charles Tapley Hoyt ◽  
Daniel Domingo-Fernández ◽  
Jens Lehmann ◽  
Hajira Jabeen
Keyword(s):  
Supplementary Information ◽  
Knowledge Graph ◽  
Biological Knowledge ◽  
Command Line ◽  
Graph Embeddings ◽  
Command Line Interface ◽  
Software Ecosystem ◽  
Mapping Resource ◽  
Significant Attention

Abstract Summary Knowledge graph embeddings (KGEs) have received significant attention in other domains due to their ability to predict links and create dense representations for graphs’ nodes and edges. However, the software ecosystem for their application to bioinformatics remains limited and inaccessible for users without expertise in programing and machine learning. Therefore, we developed BioKEEN (Biological KnowlEdge EmbeddiNgs) and PyKEEN (Python KnowlEdge EmbeddiNgs) to facilitate their easy use through an interactive command line interface. Finally, we present a case study in which we used a novel biological pathway mapping resource to predict links that represent pathway crosstalks and hierarchies. Availability and implementation BioKEEN and PyKEEN are open source Python packages publicly available under the MIT License at https://github.com/SmartDataAnalytics/BioKEEN and https://github.com/SmartDataAnalytics/PyKEEN Supplementary information Supplementary data are available at Bioinformatics online.

scholarly journals Record linking in the EHRI portal

2020 ◽  
Vol 30 (3) ◽  
pp. 363-378
Author(s):  
Sigal Arie Erez ◽  
Tobias Blanke ◽  
Mike Bryant ◽  
Kepa Rodriguez ◽  
Reto Speck ◽  
...  
Keyword(s):  
Design Methodology ◽  
Open Data ◽  
Controlled Vocabularies ◽  
Content Type ◽  
Domain Specific ◽  
Historical Archives ◽  
Finding Aids ◽  
Rich Data ◽  
Significant Attention

Purpose This paper aims to describe the European Holocaust Research Infrastructure (EHRI) project's ongoing efforts to virtually integrate trans-national archival sources via the reconstruction of collection provenance as it relates to copy collections (material copied from one archive to another) and the co-referencing of subject and authority terms across material held by distinct institutions. Design/methodology/approach This paper is a case study of approximately 6,000 words length. The authors describe the scope of the problem of archival fragmentation from both cultural and technical perspectives, with particular focus on Holocaust-related material, and describe, with graph-based visualisations, two ways in which EHRI seeks to better integrate information about fragmented material. Findings As a case study, the principal contributions of this paper include reports on our experience with extracting provenance-based connections between archival descriptions from encoded finding aids and the challenges of co-referencing access points in the absence of domain-specific controlled vocabularies. Originality/value Record linking in general is an important technique in computational approaches to humanities research and one that has rightly received significant attention from scholars. In the context of historical archives, however, the material itself is in most cases not digitised, meaning that computational attempts at linking must rely on finding aids which constitute much fewer rich data sources. The EHRI project’s work in this area is therefore quite pioneering and has implications for archival integration on a larger scale, where the disruptive potential of Linked Open Data is most obvious.

scholarly journals Identifying diffusion patterns of research articles on Twitter: A case study of online engagement with open access articles

2018 ◽  
Vol 28 (1) ◽  
pp. 2-18 ◽  
Author(s):  
Juan Pablo Alperin ◽  
Charles J Gomez ◽  
Stefanie Haustein
Keyword(s):  
Open Access ◽  
Science Communication ◽  
Research Evaluation ◽  
Academic Community ◽  
Public Understanding ◽  
The Public ◽  
Online Engagement ◽  
Understanding Of Science ◽  
Limited Diffusion

The growing presence of research shared on social media, coupled with the increase in freely available research, invites us to ask whether scientific articles shared on platforms like Twitter diffuse beyond the academic community. We explore a new method for answering this question by identifying 11 articles from two open access biology journals that were shared on Twitter at least 50 times and by analyzing the follower network of users who tweeted each article. We find that diffusion patterns of scientific articles can take very different forms, even when the number of times they are tweeted is similar. Our small case study suggests that most articles are shared within single-connected communities with limited diffusion to the public. The proposed approach and indicators can serve those interested in the public understanding of science, science communication, or research evaluation to identify when research diffuses beyond insular communities.

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