bluuebunny/crossref_metadata_2025 huggingface dataset:
A Metaheuristic Algorithm for OCR Baseline Detection of Arabic Languages
Authors: Daneshfar F. , Fathy W. , Alaqeband B.
Published: February 2015

Preprocessing is a very important part of cursive languages Optical Character Recognition (OCR) systems. Thus, baseline detection, which is one of the main parts of the preprocessing operation, plays a basic role on OCR systems; improvement on baseline detection could be absolutely useful for decreasing errors in recognition words. In this chapter, a metaheuristic- and mathematical-based algorithm is recommended, which has improved the baseline detection process in relation to the well-known baseline detection algorithms. The most important advantages of the proposed method are simplicity, high speed processing, and reliability. To test this novel solution, IFN/ENIT database, which is a well-known and attending database, is utilized. However, the proposed solution is reliable to any standard database of cursive language's OCR.
Green Marketing Strategy
Authors: Ahmad A. F. Wazir , Panni Mohammad Fateh Ali Khan
Published: February 2015

Within the campus of business ethics and social responsibility, green marketing strategy has become a much discussed issue in today's academic world as well as in the profession. Though corporate greening has gained a widespread recognition, different studies have found the concept still facing much confusion especially on norms of ideal green marketing practices. As a consequence, many organizations which are professing green marketing are not profound about it. Among those firms some are partially involved while some are not yet convinced to adopt the green marketing strategy mostly because they do not find it worthwhile regarding revenue and profit. In academia, there are considerable amount of literature providing scattered individual insights from different perspectives. A chapter synthesizing these literatures can be helpful for both academics and marketing practitioners. This chapter attempts to review the literature to understand the origin and evolution of green marketing and green marketing strategy with all its major fundamental dimensions. Based on the existing mainstream literature, the chapter also reveals the green marketing strategy from the strategic consumer behavioral perspective. Furthermore, it summarizes the key success factors behind green marketing, its impact on the organizational performance as well as recommendations for successful implementations. The chapter is a synthesis of the green marketing philosophy and green marketing strategy that might serve as an extensive reference material to both the researchers and marketing practitioners in conducting interesting future research in the field as well as in formulating and adopting appropriate green marketing strategies.
Marketing Meets Social Media
Authors: Ayanso Anteneh , Lertwachara Kaveepan , Mokaya Brian
Published: February 2015

In Internet marketing, organizations leverage the Internet and related technologies to promote themselves, their products, their services, and their brands. In virtually all sectors, recent advances in Web technologies have dramatically changed the nature and volume of Internet marketing. Competition in online advertising is currently very intense as organizations have shifted their focus from print and other traditional advertising media to emails, search engines, and social media outlets for most of their promotional activities. However, due to the growing convergence of digital technologies, distinguishing one form of online marketing from another is becoming increasingly difficult. The current practice shows that there is a significant overlap of technologies as well as activities in most of the online marketing and advertising outlets. This chapter attempts to provide a classification of the major forms of Internet marketing (or online advertising) available, and discuss the key technological trends, practices, and academic research in each area. In particular, the chapter highlights the changing trends in Internet marketing due to recent developments in Web 2.0 and social media technologies.
Customer Centric Marketing Strategies
Authors: Serpico Elsa , Aquilani Barbara , Ruggieri Alessandro , Silvestri Cecilia
Published: February 2015

Building strong relationships with customers has become strategic for firms wishing to sustain their competitive advantage. In order to reach this goal, it is fundamental to continuously work towards an even higher experienced customer satisfaction. Thus, the aim of this chapter is: (a) to review customer satisfaction studies in both offline and online environments, (b) to analyze tools and methods already used to measure it, and (c) to propose a new, comprehensive, and complete theoretical framework that helps evaluate e-customer satisfaction. The last point represents a prerequisite to reach a best and exhaustive understanding of e-customer satisfaction, able to take into account the joint effects of its different antecedents and clearly suggest how to design and shape a website in order to generate an even higher overall customer satisfaction online.
How to Develop WOM Marketing
Authors: López Manuela , Sicilia María
Published: February 2015

Word of Mouth (WOM) is the most influential and credible information source for consumers. The development of the Internet has enabled consumers to share information easier and easier. Information can be watched by consumers around the world. Companies are increasingly interested in using WOM as a new marketing tool. They are encouraging consumers to spread the word about their products. This intentional influencing of consumer-to-consumer communications via professional marketing techniques is called WOM Marketing (WOMM). Companies are currently in the process of learning how to develop WOMM campaigns. In addition, although more and more studies are analyzing WOMM, the topic is still very recent. Thus, the aim of this chapter is twofold. First, it tries to provide a clearer picture of and existing doubts regarding conceptualization of this new communication tool. Second, the chapter compiles and presents the main gaps found in the literature that future research should investigate for establishing guidelines that could be useful for companies when developing WOMM activities.
Impact of 2.0 on Contemporary Marketing
Authors: Simões Dora , Filipe Sandra
Published: February 2015

Contemporary marketing recognizes the scope and complexities of marketing activities. It is a multidimensional and a dynamic concept, known as holistic marketing, that asks and allows for the support systems in order to permanently connect to the parties, to create value and long-term relationships among all. In this context, this chapter presents a wide review about conceptualization of relationship marketing and its evolution and integration within the broader concept of contemporary marketing. It highlights that the development of a program for implementing and managing a successful Customer Relationship Management (CRM) system is an essential part of a strategic contemporary marketing plan. Additionally, it is imperative to assess it to better demonstrate its success or failure. The metrics to do this are also revisited in this chapter. Still, the emerging capabilities of CRM systems using Internet technologies are putting tremendous challenges on organizations and their human resources. Reference is made to some social media tools that can be a cheap and useful support in marketing strategies.
Customer Relationship Management and Data Mining
Authors: Gordini Niccolò , Veglio Valerio
Published: February 2015

In the global market of today, Customer Relationship Management (CRM) plays a fundamental role in market-oriented companies to understand customer behaviors, achieve and maintain a long-term relationship with them, and maximize the customer value. Moreover, the digital revolution has made information easy and fairly inexpensive to capture. Thus, companies have stored a large amount of data about their current and potential customers. However, this data is often raw and meaningless. Within the CRM framework, Data Mining (DM) is a very popular tool for extracting useful information from this data and for predicting customer behaviors in order to make profitable marketing decisions. This research aims to demonstrate the classification decision tree as one of the main computational data mining models able to forecast accurate marketing performance within global organizations. Particular attention is paid to the identification of the best marketing activities to which firms should concentrate their future marketing investments. The criteria is based on the loss functions that confirm the accuracy of this model.
A Comparative Analysis of Functionalities of Salesforce.com, mySAP.com, and SiebelCRM
Authors: Ahuja Vandana
Published: February 2015

Customer Relationship Management or CRM is an enterprise-wide initiative which belongs to all areas of an organization. It reflects the comprehensive strategy and process of acquiring, retaining, and partnering with selective customers to create superior value for the company and the customer. In the era of IT-enabled relationship management, organisations have a host of CRM software products from which they can choose. These products come with different functionalities and support the different functions of a firm, thereby changing the face of global business today. In the era of so-called Cloud computing, support for web-based functionalities is the prime requisite for any CRM Software. This chapter attempts to compare functionalities of three well-established CRM Tools for Organisations: Salesforce.com, mySAPCRM and Siebel CRM.
Unveiling Culturally Diverse Markets
Authors: Koeman Joyce
Published: February 2015

Although culture is often recognized as a multi-leveled construct, it is mostly examined at the macro (national) level, for instance, by cross-national comparisons on specific cultural dimensions. Consequently, the heterogeneity within culturally diverse societies such as that found in Flanders is often overlooked. Therefore, this study examines cultural variability among ethnic minority and majority youngsters in Flanders at the personal level by mapping their personal values and self-construal. By doing so, a typology of a culturally diverse youth market is formed based on the similarities and differences in the personal values and self-construal among ethnic minority and majority youngsters. This typology is used to examine the advertising beliefs and attitudes of distinct subgroups and to assess the relevance of values and self-construal for both advertising research and the emerging practices of ethnic and diversity marketing.
Competitive Advantage in Market Space
Authors: Shams S. M. Riad
Published: February 2015

The Internet has been playing a key role to prolifically reach the target market. Simultaneously, the implications of Relationship Marketing (RM) to establish, maintain and enhance competitive advantage in the traditional marketplace are widely recognized. However, because of the online, ongoing, and on time communication approach of the Internet (the market space), the application of RM in the market space evolves as more sensitive than the traditional marketplace. From this context, this chapter attempts to recognize the RM perspectives that are standardized as RM indicators of five grown organizations and have been playing a key role to influence their competitive advantage in the market space. Fifteen RM indicators are attributed from the Internet marketing practices of these organizations that could be utilized to sustainably nurture competitive advantage in the market space. The application of these RM indicators emerges as viable across industries and markets.
Shopping in Cyberspace
Authors: Niu Han-Jen
Published: February 2015

Researchers have explored adolescents' online buying habits as the internet has developed and teenagers' incomes have increased. In this study, that tries to understand adolescent buying behavior, and adolescent decision-making styles as input variable and online shopping behavior as output variable. The Technology Acceptance Model (TAM) is included as a moderating variable. A total of 1,614 adolescents aged 16 to 30 in Taiwan were participants. Correlation, regression, and covariance analyses were used. Results show a positive correlation between adolescents' consumer decision-making styles and purchasing behavior (including planned and unplanned purchases). In addition, compulsive purchases under unplanned purchases showed a positive moderating effect. Recognition of ease of use in TAM had a positive moderating effect on compulsive purchases categorized under unplanned purchases. This research examined the moderating effect of variables in TAM, verifying their effects.
Application of TOPSIS for Solving Optimal Brand Communication Effect on the Portal
Authors: Lee Yueh-Hua , Wu Feng-Yi , Chuang Chung-Chu
Published: February 2015

Based on the cognitive psychology of selective attention and priming effect, and visual display effect, this research aims to explore how banner advertisements in the portal sites affect brand communication after end user enter the web. This study uses online SSI Web questionnaire and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. The prime age group selection considers the brand communication effect simultaneously from involvement, advertising attitude, purchase intention and attractiveness of advertisement content. Finally, TOPSIS are presented as an empirical example in brand communication effect on the web portal. The result indicates that the advertising through portal site has optimal brand communication effect on age between 20 to 29 years. The results can help business to make efficient decision. Managerial issues and future work of this paper are discussed.
Impact Evaluation of Customer Knowledge Process on Customer Knowledge Acquisition
Authors: Alhawari Samer
Published: February 2015

This paper examines how Jordanian banks use the Customer Knowledge process to support Customer Knowledge Acquisition (CKA) and how they foster it. The empirical study is based on a sample of the data collected from 165 respondents, drawn randomly from six banks. The results showed that the six selected factors (Need for Customer Knowledge, Identify Source of Customer Knowledge, Verify Source of Customer Knowledge, Capture of Customer Knowledge, Apply of Knowledge about Customer, and Verify of Knowledge about Customer) have a significant impact on customer knowledge acquisition. On the other hand, the (Analysis of Customer Knowledge) is not a significant impact on customer knowledge acquisition in Jordanian banks. For this reason, the purpose of this paper is to study how Jordanian Banks use the Customer Knowledge process to support Customer Knowledge Acquisition. The empirical findings will certainly help both researchers and practitioners in future customer knowledge process, and Customer Knowledge Acquisition research.
Viral Advertising and the Implications of Social Media
Authors: Petrescu Maria
Published: February 2015

Given the estimated online advertising market in the United States of around 4 billion dollars and the current proliferation of social media Websites, this study focuses on reviewing the key theoretical and practical aspects related to viral advertising. It includes an overview of different aspects related to the nature, characteristics, and evaluation of viral advertising, especially focusing on what makes advertisements viral. After a review of the term viral advertising, the author discusses the key characteristics of viral ads, including the most used viral advertising appeals—humor and sexual—and also including a section regarding the importance of the message source on consumers' reaction towards an advertisement. The study also provides a discussion about consumer-generated advertising, a modern online advertising feature that leads to increased interaction and involvement from consumers. The last part of this chapter focuses on the monitoring and evaluating viral ads outcomes by using both traditional and social media specific advertising measures. The author also presents a few ideas related to future research directions and information that might prove useful for advertising research and practice.
Behavioral Branding as a Customer-Centric Strategy
Authors: Slavova Milanka , Yalman Neva
Published: February 2015

Behavioral branding is an integral part of contemporary business strategy. It aims to align external brand promise with employees' brand building. Two-way branding strategy reinforces the brand and increases customer satisfaction because people are the ones who convey the message regardless of their hierarchical level or job description. The purpose of this chapter is to provide conceptual discussion on the major issues of behavioral branding, to summarize the existing models so far developed in various conceptual and empirical studies, and to present the two-way branding strategy construct. It reviews the critical success factors of behavioral branding, and based on the arguments from the existing body of knowledge, presents strategy, internal communication, leadership, and the organizational culture as the most important and effective ones. Finally, the influence of behavioral branding strategy on the marketing and financial performance of the company is discussed.
Consumer–Retail Structure Interrelations as Seen in the Young Consumers' Photographs of Retail Environments
Authors: Laaksonen Pirjo , Huuhka Ari , Laaksonen Martti
Published: February 2015

This article seeks to understand the multidimensionality of urban consumption and the nature and the levels of consumer – retail structure interrelations. A holistic conceptual framework of urban consumption is proposed. It views the needs, wants, and desires as the motivating forces for consumer behavior, and conceptualizes the dimensions of consumption space and the forms that consumption takes within these dimensions (the platforms of consumption). Qualitative data (respondent-generated photographs and written explanations) is used to exemplify the forms of consumption within the proposed platforms.
CKM and Its Influence on Organizational Marketing Performance
Authors: Panni Mohammad Fateh Ali Khan
Published: February 2015

In recent years, customer centric marketing strategies have gained momentum in the academic world as well as in the professional field. The focus of marketing has shifted towards long run customer relationship. Marketing concept is becoming the most important concept in almost every sphere of business discipline. As a result, much attention is given by the academics and marketing practitioners on the customer driven or oriented concepts. With the gradual development of CRM, RM, and most recently, KM, Customer Knowledge Management (CKM) is becoming a buzzword in the marketing discipline. This chapter suggests a different approach to assess the variables of CKM in terms of marketing performance. Based on thoroughly researched secondary data, this conceptual chapter suggests a framework integrating the so far incoherent frameworks as proposed by previous authors. Emanating from this eclectic and chronological literature review, the chapter has also proposed further missing links that need to be included in the proposed integrated framework. Based on this holistic framework, the future researchers may conduct an empirical study to validate this conceptual framework. In fact, from this proposed integrated conceptual framework, it is expected to find that in total 7 vital aspects/factors (3 from CRM layer and 4 from KM layer) are likely to have significant impact on the marketing performance of the organizations. It is also expected to have interaction effect between (a) CRM components towards marketing performance, (b) KM components towards marketing performance, and (c) CRM and KM components (the model as a whole) towards marketing performance of the organization.
How Marketing Capabilities Create Competitive Advantage in Turkey
Authors: Kamasak Rifat
Published: February 2015

Marketing capabilities have been identified as major determinants of firm performance because they address the so-called VRIN (Valuable, Rare, Imitable, Non-substitutable) criteria of strategic assets. However, considerably less attention has been paid to marketing capabilities and their effects on the creation of competitive advantage in the literature of strategic marketing. This study investigates the effects of marketing capabilities on firm performance through an empirical study conducted in the large emerging market of Turkey. The relative effects of Specialized Marketing Capabilities (SMC), Architectural Marketing Capabilities (AMC), and Market Information Processing Capabilities (MIPC) on sales turnover, market share, and profitability are explored on a sample of 198 Turkish firms operating in different industries. The findings reveal that all capabilities have positive and significant effects on firm performance, although SMC is seen as the most influential capability. The other capabilities of MIPC and AMC follow it, respectively. Therefore, the study suggests that with respect to resource allocation and investment decisions, priority should be given to specialized marketing capabilities such as innovativeness, brand reputation, corporate image, and creative advertising, which are positively and significantly associated with firm performance in the study.
Inside the Small Island Economies
Authors: Ozuem Wilson , Thomas Tara
Published: February 2015

The extant literature presents antecedents of loyalty into four groups: characteristics of the environment, characteristics of the dyadic relationship, characteristics of the consumer, and consumer perceptions of the relationship with the marketing firm. However, it pays little to no attention to the antecedents of loyalty in small island economies. Prior research on small island economies is heavily focused on cultural, environmental, and macro-economic issues. Thus, the focus of this chapter is to capture antecedents that are cognizant of the distinct market conditions that potentially impact customer loyalty within the telecommunications sector. It seeks to advance understanding of loyalty in Business-to-Business (B2B) relationships in the context of a small island economy and identify triggers and determinants to convert passively loyal customers into actively loyal customers.
Evaluating Mobile Application Development Firms
Authors: Hsu Pi-Fang , Lu Tien-Chun , Tsai Chia-Wen
Published: February 2015

The purpose of the present paper is to propose a decision model for both advertisers and advertising agencies to evaluate and select mobile application development firms. The researchers first refer to related literature and apply the Modified Delphi Method to postulate the most suitable selection criteria. Then, Analytic Hierarchy Process (AHP) is utilized to derive the relative weight and ranking of each decision criteria, which can be used for evaluating and selecting the most suitable mobile application development firm. Then a company, which serves as a case example, is selected for applying this model. The data analysis finds that when selecting mobile application development firms, both advertisers and advertising agencies hold mastery of mobile marketing skill as their top concern. Business marketing division also stress experience in mobile marketing operation, especially ability in innovative layout and execution. In contrast, advertising agencies are able to provide their clients with creative ideas and designs. Therefore, they do not care so much whether marketing application development firms have ability in innovative layout and execution. They are more concerned about ability in customer service, especially team communication and arbitration ability.
The Impact of Marketing Strategy in Small Family Businesses
Authors: Ntanos Anastasios , Ntanos Stamatios
Published: February 2015

This chapter refers to small family businesses in Greece and examines the impact of their marketing strategy during an economic crisis period. The research took place in the broad area of Athens between December 2011 and March 2012. Data were collected to form a database of Greek independent private family companies (n=380) using personal interviews (structured questionnaire) with owners/managers of first- and second-generation family businesses. The chapter shows how small family businesses indicate marketing strategy using Carson's model. Limitations of expertise outline the marketing background, which can be described as “self-assisted.” The research offers a verification of a previous model so that problems that arise from companies not putting into practice any marketing concepts can be examined. The significance of the chapter is that there have not formerly been any reviews made about Carson's model in Greece during the economic crisis period emphasizing family businesses.
International Diversity Management Approaches for Marketing to Create Innovation
Authors: Garib Geetha
Published: February 2015

This chapter provides an overview of several approaches to International Diversity Management (IDM) for marketing departments striving for innovation. Approaches to IDM are explained and distinguished in two groups: four process and three structure approaches. Process approaches are IDM approaches that explain how diversity is considered in a model or perspective. Structure approaches are IDM approaches on how to act in an organization to deal with diversity. The four discussed process approaches to IDM are the following: the relational framework (Syed & Özbilgin, 2009), the diversity typology (Harrison & Klein, 2007), the Categorization-Elaboration Model (CEM) (Van knippenberg, De dreu, & Homans, 2004), and the social categorization versus the information-decision-making perspective (Williams & O'Reilly, 1998). The following three structure approaches to IDM are discussed: a conceptual IDM framework, the perspective approach, and the multicultural approach. Then, two sections are dedicated to the suitability and relevance of the approaches to marketing. Finally, a retrospective view is given to the link between marketing, IDM, and innovation. The approaches, guidelines, and factors mentioned in this chapter provide insight into how IDM can be implemented to achieve innovation in the marketing field.
Virtual Marketing
Authors: Mazurek Grzegorz
Published: February 2015

For the last two decades, virtuality and virtualization processes have been considered as developing phenomena in management studies, particularly within the context of the creation of inter- and intra-organizational networks, establishing strong relationships with customers and the appreciation of intangible assets in marketing. The purpose of this chapter is to identify the main directions of virtualized marketing and present the detailed changes that occur in marketing due to extensive and intensive Internet usage and the directions of network technology development and its impact on prospective marketing activities. The proposed analyses help to understand the multifaceted impact of the Internet on marketing—its concept, activities, and organization—going much beyond simple “e-marketing” perspective. The presented conclusions can be of significant value for both researchers and marketers. It can particularly influence further research on the relationship between the marketing virtualization and the company's performance, showing the real impact of such processes on the effectiveness and efficiency of a company. The final conclusions will be interesting to marketing managers, who in the cybermarketing era have to deal with new challenges of collaboration, customers' engagement, and value network creation.
Mobile Advertising in Small Retailer Firms
Authors: Johnston Wesley J. , Komulainen Hanna , Ristola Annu , Ulkuniemi Pauliina
Published: February 2015

The mobile service landscape is changing quickly as a result of innovations in technology. Due to the emergent nature of the mobile business field, it is still unclear what kind of services will succeed and what will be the driving forces behind their success. In this study the authors identify the critical value elements of mobile advertising, in particular, and mobile services, in general. Moreover, the focus is on small retail firms that find the benefits of mobile advertising highly enticing, at the same time finding the full exploitation of this new communication medium challenging for many reasons. In line with the current understanding of value creation as a cooperative process between the service provider and the customer, the study highlights the perspectives of both advertisers and consumers. Unless both service provider (advertiser in the case of m-advertising) and customer actively engage in the co-creation of the mobile service, value creation will not reach its potential. These results also carry important implications for those managers dealing with mobile advertising and mobile services in general.
Depth Cameras in AAL Environments
Authors: Gasparrini Samuele , Cippitelli Enea , Spinsante Susanna , Gambi Ennio
Published: February 2015

Automatic and privacy-preserving systems to monitor elderly people in their home environment are one of the basic targets addressed by the wide research area of Ambient Assisted Living. Thanks to the low-cost Microsoft Kinect® device, high-resolution depth and visual sensing is now not limited to experimental and prototype implementations and is ready to address marketable solutions. This chapter emphasizes the advantages provided by Kinect in the field of automatic monitoring, discussing its performance in human subject detection and tracking. Two sample use cases are discussed in detail: the former deals with generating a numerical representation of the Get Up and Go Test outcome, the latter implements an automatic fall detection algorithm based on depth frames analysis, with the sensor in a top configuration. The chapter ends suggesting issues that need to be addressed to further extend the range of applications for the Kinect device and enhance the obtainable performance.
Supporting Communication between People with Social Orientation Impairments Using Affective Computing Technologies
Authors: Bishop Jonathan
Published: February 2015

A disability is a physical or mental impairment that has an adverse long-term impact on someone's ability to carry out normal day-to-day activities. This is often thought of in terms of medical conditions with clearly defined symptoms. This chapter, however, argues that it is these symptoms that can be considered to be the impairments and that in the right environment can in fact be advantageous. Someone may be have a medical diagnosis but not be symptomatic due to medication, for instance. In this chapter, a set of symptoms is made up from a number of different scales, called Social-Behavioural Traits (SBTs), which are affected by a person's Serotonergic-Dopamagenic Asynchronicity (SDA). This chapter discusses the role of affective computing in achieving harmony between people with various personality differences, including a model for explaining how technology can influence SDA and SBTs for the better.
Robotics for Assisting Children with Physical and Cognitive Disabilities
Authors: Tsun Mark Tee Kit , Theng Lau Bee , Siswoyo Jo Hudyjaya , Hui Patrick Then Hang
Published: February 2015

This chapter summarizes the findings of a study on robotics research and application for assisting children with disabilities between the years 2009 and 2013. The said disabilities include impairment of motor skills, locomotion, and social interaction that is commonly attributed to children suffering from Autistic Spectrum Disorders (ASD) and Cerebral Palsy (CP). As opposed to assistive technologies for disabilities that largely account for restoration of physical capabilities, disabled children also require dedicated rehabilitation for social interaction and mental health. As such, the breadth of this study covers existing efforts in rehabilitation of both physical and socio-psychological domains, which involve Human-Robot Interaction. Overviewed topics include assisted locomotion training, passive stretching and active movement rehabilitation, upper-extremity motor function, social interactivity, therapist-mediators, active play encouragement, as well as several life-long assistive robotics in current use. This chapter concludes by drawing attention to ethical and adoption issues that may obstruct the field's effectiveness.
A Mobile Navigation System Based on Visual Cues for Pedestrians with Cognitive Disabilities
Authors: Gómez Javier , Ojala Timo
Published: February 2015

The authors present a prototype of a mobile navigation system designed for pedestrians with cognitive disabilities. The system first determines the shortest route from current location to a desired predefined destination from a set of candidate routes obtained from Bing Maps and Google Maps. Then the system extracts intermediate targets (decision points) from the route according to street crossings. The guidance to the next intermediate target is provided in the form of atomic textual and auditory instructions, together with visual cues extracted automatically from Google Street View. The experimental evaluation of the application is carried out via a field study with two subjects with Down syndrome in authentic urban setting. The chapter concludes with a reflection on the design of the system and the findings of the field study.
Persuasive Subtleties of Social Networking Sites
Authors: Langrial Sitwat
Published: February 2015

The key objective of this chapter is to improve deeper understanding of SNSs' usage, acceptance, and users' actual behaviors. The authors propose that understanding the phenomenal success of Facebook could provide valuable information for developing health behavior change interventions. Using structured questionnaires, the authors collect qualitative data to understand SNSs users' online behaviors with an explicit focus on enjoyment and entertainment, desire to be connected, reciprocation, information quality, need for admiration, and influence of task obtrusiveness. The authors perform quantitative analyses with a special focus on value-based constructs because values are motivational constructs and could help predict users' behaviors. Results indicate that enjoyment and entertainment, reciprocation, and admiration have the strongest influence on individuals' behaviors. Although it is still early for people to use SNSs for health purposes, the results could pave the way for future research into this interesting area.
Heterogeneous CD3 Expression Levels in Differing T Cell Subsets Correlate with the In Vivo Anti-CD3–Mediated T Cell Modulation
Authors: Valle Andrea , Barbagiovanni Giulia , Jofra Tatiana , Stabilini Angela , Perol Louis , Baeyens Audrey , Anand Santosh , Cagnard Nicolas , Gagliani Nicola , Piaggio Eliane , Battaglia Manuela
Published: February 2015

The tolerogenic anti-CD3ε monoclonal Abs (anti-CD3) are promising compounds for the treatment of type 1 diabetes. Anti-CD3 administration induces transient T cell depletion both in preclinical and in clinical studies. Notably, the said depletion mainly affects CD4+ but not CD8+ T cells. Moreover, type 1 diabetes reversal in preclinical models is accompanied by the selective expansion of CD4+Foxp3+ T regulatory (Treg) cells, which are fundamental for the long-term maintenance of anti-CD3–mediated tolerance. The mechanisms that lead to this immune-shaping by affecting mainly CD4+ T effector cells while sparing CD4+Foxp3+ Treg cells have still to be fully elucidated. This study shows that CD3 expression levels differ from one T cell subset to another. CD4+Foxp3− T cells contain higher amounts of CD3 molecules than do CD4+Foxp3+ and CD8+ T cells in both mice and humans. The said differences correlate with the anti-CD3–mediated immune resetting that occurs in vivo after anti-CD3 administration in diabetic NOD mice. Additionally, transcriptome analysis demonstrates that CD4+Foxp3+ Treg cells are significantly less responsive than are CD4+Foxp3− T cells to anti-CD3 treatment at a molecular level. Thus, heterogeneity in CD3 expression seems to confer to the various T cell subsets differing susceptibility to the in vivo tolerogenic anti-CD3–mediated modulation. These data shed new light on the molecular mechanism that underlies anti-CD3–mediated immune resetting and thus may open new opportunities to improve this promising treatment.
IFN Regulatory Factor 8 Represses GM-CSF Expression in T Cells To Affect Myeloid Cell Lineage Differentiation
Authors: Paschall Amy V. , Zhang Ruihua , Qi Chen-Feng , Bardhan Kankana , Peng Liang , Lu Geming , Yang Jianjun , Merad Miriam , McGaha Tracy , Zhou Gang , Mellor Andrew , Abrams Scott I. , Morse Herbert C. , Ozato Keiko , Xiong Huabao , Liu Kebin
Published: February 2015

During hematopoiesis, hematopoietic stem cells constantly differentiate into granulocytes and macrophages via a distinct differentiation program that is tightly controlled by myeloid lineage-specific transcription factors. Mice with a null mutation of IFN regulatory factor 8 (IRF8) accumulate CD11b+Gr1+ myeloid cells that phenotypically and functionally resemble tumor-induced myeloid-derived suppressor cells (MDSCs), indicating an essential role of IRF8 in myeloid cell lineage differentiation. However, IRF8 is expressed in various types of immune cells, and whether IRF8 functions intrinsically or extrinsically in regulation of myeloid cell lineage differentiation is not fully understood. In this study, we report an intriguing finding that, although IRF8-deficient mice exhibit deregulated myeloid cell differentiation and resultant accumulation of CD11b+Gr1+ MDSCs, surprisingly, mice with IRF8 deficiency only in myeloid cells exhibit no abnormal myeloid cell lineage differentiation. Instead, mice with IRF8 deficiency only in T cells exhibited deregulated myeloid cell differentiation and MDSC accumulation. We further demonstrated that IRF8-deficient T cells exhibit elevated GM-CSF expression and secretion. Treatment of mice with GM-CSF increased MDSC accumulation, and adoptive transfer of IRF8-deficient T cells, but not GM-CSF–deficient T cells, increased MDSC accumulation in the recipient chimeric mice. Moreover, overexpression of IRF8 decreased GM-CSF expression in T cells. Our data determine that, in addition to its intrinsic function as an apoptosis regulator in myeloid cells, IRF8 also acts extrinsically to repress GM-CSF expression in T cells to control myeloid cell lineage differentiation, revealing a novel mechanism that the adaptive immune component of the immune system regulates the innate immune cell myelopoiesis in vivo.
A synthesis of knowledge of the Milk River Transboundary Aquifer (Alberta, Canada - Montana, USA)
Authors: Pétré M -A , Rivera A
Published: February 2015

This report is part of the Milk River Transboundary Aquifer Project (MiRTAP) initiated by the Geological Survey of Canada in 2009.
The objective of this report is to integrate information from previous geological, hydrogeological and geochemical studies of the Milk River Aquifer with data from the current study in order to develop an integrated dataset for study of the aquifer. The present report constitutes a comprehensive
review of previous and current studies of the Milk River aquifer on both sides of the Canada/US border. It is a synthesis of knowledge on the aquifer as per 2015.
A transboundary extent of the aquifer has been defined, and an integrated stratigraphic study has been carried out in order to correlate differently named but chrono-stratigraphically and depositionally equivalent Formations and members on both sides of the international border.
The transboundary integration and development of unified stratigraphic model allows a better understanding of the aquifer. It will be used to generating a conceptual hydrogeological model to support development of a three-dimensional numeric hydrogeological model. It is anticipated that the
transboundary numeric groundwater model will aid in improved water management and contribute to improved understanding of the sustainability of the groundwater resource.
Focal intestinal lymphangiectasia: An unusual cause of acute overt obscure gastrointestinal bleeding
Authors: Jha Ashish Kumar , Thandassery Ragesh Babu , Goenka Mahesh Kumar
Published: February 2015

Detection of bleeding lesion in a patient of acute overt obscure gastrointestinal bleeding is a real challenge. Recently, authors have showed superiority of urgent capsule endoscopy (CE) over angiography in patients with acute overt obscure gastrointestinal bleeding. Focal type of intestinal lymphangiectasia is a rare cause of acute gastrointestinal bleeding. Here, we describe a case of focal lymphangiectasia who presented to us with acute overt obscure gastrointestinal bleeding and diagnosed by urgent CE.
A case of cutaneous scleroderma with primary sclerosing cholangitis
Authors: P. Nandeesh H. , R. Jeevan H. , Suvarna Deepak , D. Chandra Babu , Suresh Indrajit , J. Subashchandra B. , C. Savitha T.
Published: February 2015

Sclerosing cholangitis comprises of a spectrum of cholestatic conditions that are characterized by patchy fibrosis, inflammation and destruction of intra hepatic and extrahepatic ducts. We report a case of a 42 year old woman who presented with darkening of skin with yellowish discolouration of the eyes. Clinical examination revealed icterus, taut skin with hepatosplenomegaly. Liver function tests showed a cholestatic picture. Skin biopsy showed features of cutaneous scleroderma. MRCP and Liver biopsy was suggestive of sclerosing cholangitis.
Identifying Driver Genes in Cancer by Triangulating Gene Expression, Gene Location, and Survival Data
Authors: Rouam Sigrid , Miller Lance D. , Karuturi R. Krishna Murthy
Published: February 2015

Driver genes are directly responsible for oncogenesis and identifying them is essential in order to fully understand the mechanisms of cancer. However, it is difficult to delineate them from the larger pool of genes that are deregulated in cancer (ie, passenger genes). In order to address this problem, we developed an approach called TRIAngulating Gene Expression (TRIAGE through clinico-genomic intersects). Here, we present a refinement of this approach incorporating a new scoring methodology to identify putative driver genes that are deregulated in cancer. TRIAGE triangulates - or integrates -three levels of information: gene expression, gene location, and patient survival. First, TRIAGE identifies regions of deregulated expression (ie, expression footprints) by deriving a newly established measure called the Local Singular Value Decomposition (LSVD) score for each locus. Driver genes are then distinguished from passenger genes using dual survival analyses. Incorporating measurements of gene expression and weighting them according to the LSVD weight of each tumor, these analyses are performed using the genes located in significant expression footprints. Here, we first use simulated data to characterize the newly established LSVD score. We then present the results of our application of this refined version of TRIAGE to gene expression data from five cancer types. This refined version of TRIAGE not only allowed us to identify known prominent driver genes, such as MMP1, IL8, and COL1A2, but it also led us to identify several novel ones. These results illustrate that TRIAGE complements existing tools, allows for the identification of genes that drive cancer and could perhaps elucidate potential future targets of novel anticancer therapeutics.
C-Reactive Protein and Cardiovascular Disease in East Asians: A Systematic Review
Authors: Saito Isao , Maruyama Koutatsu , Eguchi Eri
Published: February 2015

Elevated C-reactive protein (CRP) levels are associated with an increased risk of cardiovascular disease (CVD) in Caucasians; however, evidence is lacking for East Asians, who have low CRP levels. PubMed and Google Scholar searches were conducted (1966 through September 2014), and eight prospective studies in East Asian countries (China, Hong Kong, Japan, Korea, Macao, Mongolia, and Taiwan) that documented risk ratios of elevated CRP for CVD were included for meta-analysis with random-effects models. The overall association between CRP levels and stroke was significant in six studies (risk ratio = 1.40 [95% confidence interval {CI}, 1.10-1.77], P = 0.008). The association with ischemic stroke was more evident in subgroup analyses. For coronary heart disease (CHD) and CVD, the risk ratio was 1.75 (95% CI, 0.96-3.19, P = 0.07) and 1.76 (95% CI, 1.29-2.40, P < 0.001), respectively. Although East Asians have low CRP levels, this meta-analysis shows that elevated CRP levels were significantly associated with an increased risk of stroke, primarily ischemic stroke.
Characteristics Associated with Contact with Rodents In, Around, and Outside Homes in Khon Kaen Province, Thailand
Authors: Suwannarong Kanokwan , Chapman Robert S.
Published: February 2015

Rodents are an important reservoir for zoonotic diseases. To enhance the evidence on the human-rodent interface, this cross-sectional study was conducted in 2011 to investigate characteristics associated with rodent contact in Khon Kaen Province, Thailand. A standardized, interviewer-administered questionnaire elicited information from 201 adults (101 males and 100 females). Overall, 86.6% of participants reported encountering or seeing evidence of rodents in or near the home, whereas 57.2% encountered rodents while working with crops. Encountering rodents in or near the home was positively associated with the number of agricultural activities, whereas encountering rodents during crop work was positively associated with perceiving that disease can be acquired from rodents, the number of food crops grown, the number of agricultural activities, and living in a house with wooden walls. Surprisingly, neither outcome was associated appreciably with gender, age, or setting (urban, forest, or agricultural). These results provide information on the potential risk of rodent-borne zoonoses; this evidence has implications for risk communication strategies in this province and likely elsewhere.
Engagement of the Community, Traditional Leaders, and Public Health System in the Design and Implementation of a Large Community-Based, Cluster-Randomized Trial of Umbilical Cord Care in Zambia
Authors: Hamer Davidson H. , Herlihy Julie M. , Musokotwane Kebby , Banda Bowen , Mpamba Chipo , Mwangelwa Boyd , Pilingana Portipher , Thea Donald M. , Simon Jonathon L. , Yeboah-Antwi Kojo , Grogan Caroline , Semrau Katherine E. A.
Published: February 2015

Conducting research in areas with diverse cultures requires attention to community sensitization and involvement. The process of community engagement is described for a large community-based, cluster-randomized, controlled trial comparing daily 4% chlorhexidine umbilical cord wash to dry cord care for neonatal mortality prevention in Southern Province, Zambia. Study preparations required baseline formative ethnographic research, substantial community sensitization, and engagement with three levels of stakeholders, each necessitating different strategies. Cluster-specific birth notification systems developed with traditional leadership and community members using community-selected data collectors resulted in a post-natal home visit within 48 hours of birth in 96% of births. Of 39,679 pregnant women enrolled (93% of the target of 42,570), only 3.7% were lost to follow-up or withdrew antenatally; 0.2% live-born neonates were lost by day 28 of follow-up. Conducting this trial in close collaboration with traditional, administrative, political, and community stakeholders facilitated excellent study participation, despite structural and sociocultural challenges.