Consumers’ Active Reaction to Brands Taking Stands on Public Issues on Twitter

With the growing interest in sustainability, brands increasingly use social media not simply to advertise their products but also to share their positions on ongoing public issues. This study investigates the effect of public-issue posts on consumers’ active reactions and provides comparisons between two samples—public-issue posts and all Twitter posts. After collecting data from Twitter based on tweets from official sportswear brand pages, we find that public-issue posts have a positive influence on consumers’ active reaction (i.e., number of retweets, number of quotes, number of replies, and post-social search behavior). Moreover, the effect of brand activeness, which is brand social activity on Twitter, and media type (photo or video presence in a tweet) are included in the analysis. With user engagement in the public-issue post sample, the effect of the media type is not significant, whereas the effect of brand activeness is significant. This study aggregates literature on brand activism and environmental, social, and governance (ESG) criteria to propose a measurement for a public issue in a single post rather than at the corporate level. The results of this study are useful for brands of all scales taking sustainable marketing strategies and aiming to improve interactions with consumers on Twitter.

Monocytes and pyrophosphate promote mesenchymal stem cell viability and early osteogenic differentiation

Pyrophosphate-containing calcium phosphate implants promote osteoinduction and bone regeneration. The role of pyrophosphate for inflammatory cell-mesenchymal stem cell (MSC) cross-talk during osteogenesis is not known. In the present work, the effects of lipopolysaccharide (LPS) and pyrophosphate (PPi) on primary human monocytes and on osteogenic gene expression in human adipose-derived MSCs were evaluated in vitro, using conditioned media transfer as well as direct effect systems. Direct exposure to pyrophosphate increased nonadherent monocyte survival (by 120% without LPS and 235% with LPS) and MSC viability (LDH) (by 16–19% with and without LPS). Conditioned media from LPS-primed monocytes significantly upregulated osteogenic genes (ALP and RUNX2) and downregulated adipogenic (PPAR-γ) and chondrogenic (SOX9) genes in recipient MSCs. Moreover, the inclusion of PPi (250 μM) resulted in a 1.2- to 2-fold significant downregulation of SOX9 in the recipient MSCs, irrespective of LPS stimulation or culture media type. These results indicate that conditioned media from LPS-stimulated inflammatory monocytes potentiates the early MSCs commitment towards the osteogenic lineage and that direct pyrophosphate exposure to MSCs can promote their viability and reduce their chondrogenic gene expression. These results are the first to show that pyrophosphate can act as a survival factor for both human MSCs and primary monocytes and can influence the early MSC gene expression.

Gender Differences in the Perception of Selected Aspectsof Social Media as Part of Ecommerce Activities during a Pandemic

Objective - In the current time of pandemic crisis, social media is one of the most effective tools for ecommerce to keep in touch with customers. One of the most affected segments worldwide is undoubtedly the tourist segment. Our goal was to examine the perception of selected aspects of social media in the light of gender differences during a pandemic in the tourist segment, when these can convince or discourage the customer to buy. Methodology/Technique - Data collection took place from the beginning of 2021 and lasted 3 months. It was an online questionnaire and focused on customers of travel agencies. A total of 723 valid responses were collected. These were analyzed for statistical significance of gender differences using SPSS software. Findings - The results identified significant differences in perceptions between men and women in some of the areas examined. The best forms of content that work best on these platforms have been identified. Attitudes towards communication through social media for marketing purposes were also identified. These were perceived positively in order to support purchasing decisions. We also identified a great need for personalization in communication via social media in a given tourist segment. Novelty - All findings show great implication potential for both theory and practice. The pandemic situation has changed market conditions and many of these changes will persist beyond. There is therefore a need to examine these contexts in the future. Managers in the tourism segment are able to incorporate the identified results into the way they manage their online activities and manage their social media. Type of Paper - Empirical Keywords: Social Media; Ecommerce; Tourism; Pandemic; Differences; Analysis. JEL Classification: M31, M39.

Student Emotion in Mediated Learning: Comparing a Text, Video, and Video Game

Although serious games are generally praised by scholars for their potential to enhance teaching and e-learning practices, more empirical evidence is needed to support these accolades. Existing research in this area tends to show that gamified teaching experiences do contribute to significant effects to improve student cognitive, motivational, and behavioural learning outcomes, but these effects are usually small. In addition, less research examines how different types of mediated learning tools compare to one another in influencing student outcomes associated with learning and motivation. As such, a question can be asked in this area: how do video games compare to other types of mediated tools, such as videos or texts, in influencing student emotion outcomes? This study used an experimental design (N = 153) to examine the influence of different types of mass media modalities (text, video, and video game) on college students’ emotions in a mediated learning context. Research examining the impact of video games on instruction has begun to grow, but few studies appropriately acknowledge the nuanced differences between media tools in comparison to one another. Using a media-attributes approach as a lens, this study first compared these mediated tools along the attributional dimensions of textuality, channel, interactivity, and control. This study next tested the impact of each media type on thirteen emotion outcomes. Results showed that six emotion outcomes did not indicate differences between groups (fear, guilt, sadness, shyness, serenity, and general negative emotions). However, six of the tested emotion outcomes did indicate differences between groups with students experiencing higher levels of emotional arousal in both the text and video game conditions (in comparison to the video condition) for the emotions of joviality, self-assurance, attentiveness, surprise, hostility, and general positive emotions. Lastly, students also felt less fatigue in the video game condition. Overall, implications for e-learning suggest that when a message’s content is held constant, both video games and texts may be better in inducing emotional intensity and reducing fatigue than videos alone, which could enhance motivation to learn when teaching is mediated by technology.

Natural Fractures Characteristics of the Carboniferous Volcanic Reservoir in Northwestern Margin of Junggar Basin

Research on the regional fracture’s development is important for reservoir fracturing. This paper takes the Carboniferous volcanic reservoir in the northwestern margin of Junggar Basin as the research object. Based on understanding the regional tectonic faults and geological characteristics, the parameter characteristics of natural fractures are analyzed using imaging logging data, and natural fractures distribution characteristics are compared with regional faults and in-situ stresses, as well as the pattern of natural fractures formation is revealed. The results indicated that: (1) The Carboniferous in the northwestern margin of Junggar Basin area mainly develops 3 NE-trending reverse faults. The reservoir type is pore-fracture dual media type, with an average porosity of 7.64% and an average permeability of 1.16mD, which belongs to the medium-porosity and ultra-low permeability reservoir; (2) Reservoir fractures are generally well developed. High-conductivity fractures and high-resistance fractures coexist, but high-conductivity fractures are the main ones. The fracture width is between 0.053 and 0.23 mm, and the fracture density is between 0.5 and 1.68 strips/m. The length is between 0.54-1.88m, the fracture porosity is between 3.4×10-5-41×10-5, and the dominant fracture trend is mainly NE50°-NE80°; (3) The direction of the maximum horizontal in-situ stress of the reservoir is mainly NE30°-NE60°, in the direction of NEE, it differs from fracture strike by 10°-50°, and roughly the same as the strike of the three reverse faults.

O impacto dos media no medo de contrair COVID-19

Objective: The current study sought out to assess the mass media impact on the fear of contracting COVID-19. We focused on people's trust in information associated with media type, worry regarding daily reports of statistics, concerns about prevention measures and warnings in the media, news consumption frequency, evaluation of the media in explaining and informing about the pandemic, and the fear of contracting the disease. Methods: The sample comprised 349 participants who completed online a Sociodemographic Questionnaire, a Mass Media Opinion Questionnaire, and the Fear of Contracting Covid-19 Scale (FCCS). Results: Fear of contracting COVID-19 was higher in women compared to men. Participants with higher fear of contracting the disease trusted more in the information provided by television, newspapers, and radio, but not social media. Higher scores on the FCCS were associated with higher scores on clarification, awareness, and information conveyed by media. Trust in newspapers, feelings regarding daily reports of COVID-19, news frequency consumption, and media evaluation in explaining and informing about the pandemic were predictors of fear of contracting COVID-19. Conclusions: Mass media proved to be fundamental in raising awareness and sensitization of the population.

EFFECT OF STEM DIAMETER, MEDIA TYPE AND LIGHT INTENSITY ON THE GROWTH OF MEDICINAL PLANT OF SCREW TREE/KAYU ULES (Helicteres isora Linn.)

Screw tree (Helicteres isora) is a shrub species (Fam: Malvaceae) with 1.5–4 m in height and with multi-main trunks up to 9–12. In Indonesia, kayu ules has been used as a traditional medicine, known as jamu, and has been commercialized. In order to cultivate this species, vegetative propagation is likely promising compared to the generative propagation since seed viability is low and cannot be stored for longterm. Nevertheless, there is a lack of information on which diameter classes, media types and light intensities would give the best result for vegetative propagation. This research aimed to obtain information on which diameter classes and media that were suitable for kayu ules stem cutting propagation and to what degree the light intensity would be best for the growth of the seedlings of kayu ules. Three diameter classes and four media types were employed in a complete random design under the greenhouse environment. Three months old good quality vegetatively-propagated seedlings were transplanted under two light intensities (under transparent canopy and shading net). The result showed that considering the factor of diameter classes and media in kayu ules stem cutting propagation, it had improved the survival of the stem cutting. Diameter class I was best grown in media type 3 with 46.67 ± 12.2 % of survival rate, diameter class II was best grown in media type 2 with 38.67 ± 11.6 % of survival rate, whereas diameter class III was best grown in media type 4 with 52 ± 6.9 % of survival rate. The transplanted seedlings also grew significantly better under transparent canopy with higher light intensity. The distinctive features of screw tree under shading net were wider leaf area, higher specific leaf area and relative water content but it was lower in above ground dry biomass compared to the kayu ules under transparent canopy.

Communicating the Implementation of Open Notes to Health Care Professionals: Mixed Methods Study

Background The literature on how to communicate reform in organizations has mainly focused on levels of hierarchy and has largely ignored the variety of professions that may be found within an organization. In this study, we focus on the relationship between media type and professional responses. Objective The objective of this study was to investigate whether and how belonging to a profession influences the choice of communication media and the perception of information when a technical innovation is implemented in a health care setting. Methods This study followed a mixed methods design based on observations and participant studies, as well as a survey of professionals in psychiatric health care in Sweden. The χ2 test was used to detect differences in perceptions between professional groups. Results The use of available communication media differed among professions. These differences seem to be related to the status attached to each profession. The sense-making of the information appears to be similar among the professions, but is based on their traditional professional norms rather than on reflection on the reform at hand. Conclusions When communicating about the implementation of a new technology, the choice of media and the message need to be attuned to the employees in both hierarchical and professional terms. This also applies to situations where professional employees are only indirectly affected by the implementation. A differentiated communication strategy is preferred over a downward cascade of information.