Search results for: revenue generation

Authors: Afroze Ibrahim Baqapuri, Ilya Trofimov

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Sponsored search is a multi-billion dollar industry and makes up a major source of revenue for search engines (SE). Click-through-rate (CTR) estimation plays a crucial role for ads selection, and greatly affects the SE revenue, advertiser traffic and user experience. We propose a novel architecture of solving CTR prediction problem by combining artificial neural networks (ANN) with decision trees. First, we compare ANN with respect to other popular machine learning models being used for this task. Then we go on to combine ANN with MatrixNet (proprietary implementation of boosted trees) and evaluate the performance of the system as a whole. The results show that our approach provides a significant improvement over existing models.

Keywords: neural networks, sponsored search, web advertisement, click prediction, click-through rate

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Authors: Hiroaki Sumi, Kiichiro Hayashi

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Now, the use of renewable energy power generation has been advanced. In this paper, we compared the expansion support policy of photovoltaic power generation which was researched using The internet and the amount of resource for photovoltaic power generation which was estimated using the NEDO formula in the municipality level in Hokkaido and Aichi Prefecture, Japan. This paper will contribute to grasp the current situation especially about the policy. As a result, there were municipalities which seemed to be no consideration of the amount of resources. We think it would need to consider the suitability between the policies and resources.

Keywords: photovoltaic power generation, dissemination and support policy, amount of resources, Japan

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Authors: B. Chandra

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In Association Rule Mining, much attention has been paid for developing algorithms for large (frequent/closed/maximal) itemsets but very little attention has been paid to improve the performance of rule generation algorithms. Rule generation is an important part of Association Rule Mining. In this paper, a novel approach named NARG (Association Rule using Antecedent Support) has been proposed for rule generation that uses memory resident data structure named FCET (Frequent Closed Enumeration Tree) to find frequent/closed itemsets. In addition, the computational speed of NARG is enhanced by giving importance to the rules that have lower antecedent support. Comparative performance evaluation of NARG with fast association rule mining algorithm for rule generation has been done on synthetic datasets and real life datasets (taken from UCI Machine Learning Repository). Performance analysis shows that NARG is computationally faster in comparison to the existing algorithms for rule generation.

Keywords: knowledge discovery, association rule mining, antecedent support, rule generation

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Authors: Rajesh Kumar

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The largest issue in the current situation is managing solid waste since it pollutes the ecosystem. When considering how to manage waste, even the disposal of mixed waste is a challenge. The Saksham Yuva Project, which is managed by the Haryana government, highlights the consequences and drivers of managing the solid waste of urban areas in the municipal committee pundri in the present study. The overall goal of the Saksham Yuva project is to mobilise the public and educate them about the dangers associated with garbage management. There has been a 20% reduction in waste, according to the study's impacts, and the cost of waste management has also gone down. Further, the study also reported the alternative use of wastes in revenue generation by generating Khaad for agricultural purposes.

Keywords: solid waste management, people awareness, dry and wet waste disposal, material recover facility

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Authors: Wei Hu, Wenguang Chen, Chong Dong

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In order to improve the efficiency and safety of photovoltaic power generation devices, this photovoltaic power generation system combines Artificial Intelligence (AI) and the Internet of Things (IoT) to control the chasing photovoltaic power generation device to track the sun to improve power generation efficiency and then convert energy management. The system uses artificial intelligence as the control terminal, the power generation device executive end uses the Linux system, and Exynos4412 is the CPU. The power generating device collects the sun image information through Sony CCD. After several power generating devices feedback the data to the CPU for processing, several CPUs send the data to the artificial intelligence control terminal through the Internet. The control terminal integrates the executive terminal information, time information, and environmental information to decide whether to generate electricity normally and then whether to convert the converted electrical energy into the grid or store it in the battery pack. When the power generation environment is abnormal, the control terminal authorizes the protection strategy, the power generation device executive terminal stops power generation and enters a self-protection posture, and at the same time, the control terminal synchronizes the data with the cloud. At the same time, the system is more intelligent, more adaptive, and longer life.

Keywords: photo-voltaic power generation, the pursuit of light, artificial intelligence, internet of things, photovoltaic array, power management

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Authors: Riad

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As present world needs more and more energy in a low cost way, it needs to find out the optimal way of power generation. In the sense of low cost, renewable energy is one of the greatest sources of power generation. Water vapour of sea/river/lake can be used for power generation by using the greenhouse effect in a large flat type water chamber floating on the water surface. The water chamber will always be kept half filled. When water evaporates by sunlight, the high pressured gaseous water will be stored in the chamber. By passing through a pipe and by using aerodynamics it can be used for power generation. The water level of the chamber is controlled by some means. As a large amount of water evaporates, an estimation can be highlighted, approximately 3 to 4 thousand gallons of water evaporates from per acre of surface (this amount will be more by greenhouse effect). This large amount of gaseous water can be utilized for power generation by passing through a pipe. This method can be a source of power generation.

Keywords: renewable energy, greenhouse effect, water chamber, water vapour

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Authors: Narsimhulu Sanke, D. N. Reddy

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The purpose of the paper is to discuss the biomass as a renewable source of energy for power generation. The setup is designed and fabricated in the Centre for Energy Technology (CET) and four different fuels are tested in the laboratory, but here the focus is on wood blocks (fuel) combustion with temperature, gas composition percentage by volume and the heating values.

Keywords: biomass, downdraft gasifier, power generation, renewable energy sources

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Authors: Muazzam Ali Khan Khattak

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Next Generation Network is combination of different networks having different technologies. Due to mobile nature of nodes the movement of nodes occurs from one network to another network. Multicasting in such networks is still a hot issue of research because the user in today's world wants reliable communication wherever it lies. Due to heterogeneity of NGN it is very difficult to handle reliable multicast communication. In this paper we proposed an improved scheme for reliable multicast communication in next generation networks. Because multicast communication is very important to deliver same data packets to multiple receivers and minimize the network traffic. This new scheme will make the multicast communication in NGN more reliable and efficient.

Keywords: next generation networks, route request, IPT, NACK, ARQ, DTN

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Authors: Rishi Prajapati

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3G is the abbreviation of third generation of wireless mobile telecommunication technologies. 3G is a mode that finds application in wireless voice telephony, mobile internet access, fixed wireless internet access, video calls and mobile TV. It also provides mobile broadband access to smartphones and mobile modems in laptops and computers. The first 3G networks were introduced in 1998, followed by 4G networks in 2008. 4G is the abbreviation of fourth generation of wireless mobile telecommunication technologies. 4G is termed to be the advanced form of 3G. 4G was firstly introduced in South Korea in 2007. Many abstracts have floated researches that depicted the diversity and similarity between the third and the fourth generation of wireless mobile telecommunications technology, whereas this abstract reflects the study that focuses on analyzing the preference between 3G versus 4G given by the elite group of the Indian society who are known as adolescents or the Millennial Generation aging from 18 years to 25 years. The Millennial Generation was chosen for this study as they have the easiest access to the latest technology. A sample size of 200 adolescents was selected and a structured survey was carried out which had several closed ended as well as open ended questions, to aggregate the result of this study. It was made sure that the effect of environmental factors on the subjects was as minimal as possible. The data analysis comprised of primary data collection reflecting it as quantitative research. The rationale behind this research is to give brief idea of how 3G and 4G are accepted by the Millennial Generation in India. The findings of this research would materialize a framework which depicts whether Millennial Generation would prefer 4G over 3G or vice versa.

Keywords: fourth generation, wireless telecommunication technology, Indian society, millennial generation, market research, third generation

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Authors: Yeliz Ekinci, Melis Koyuncu

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Successful planning of solid waste management systems requires successful prediction of the amount of solid waste generated in an area. Waste management planning can protect the environment and human health, hence it is tremendously important for countries. The lack of information in waste generation can cause many environmental and health problems. Turkey is a country that plans to join European Union, hence, solid waste management is one of the most significant criteria that should be handled in order to be a part of this community. Solid waste management system requires a good forecast of solid waste generation. Thus, this study aims to forecast solid waste generation in Turkey. Artificial Neural Network and Linear Regression models will be used for this aim. Many models will be run and the best one will be selected based on some predetermined performance measures.

Keywords: forecast, solid waste generation, solid waste management, Turkey

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Authors: Arslan Ellahi, Syed Amjad Hussain

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Software Testing is a vital process in software development life cycle. We can attain the quality of software after passing it through software testing phase. We have tried to find out automatic test data generation techniques that are a key research area of software testing to achieve test automation that can eventually decrease testing time. In this paper, we review some of the approaches presented in the literature which use evolutionary search based algorithms like Genetic Algorithm, Particle Swarm Optimization (PSO), etc. to validate the test data generation process. We also look into the quality of test data generation which increases or decreases the efficiency of testing. We have proposed test data generation techniques for model-based testing. We have worked on tuning and fitness function of PSO algorithm.

Keywords: search based, evolutionary algorithm, particle swarm optimization, genetic algorithm, test data generation

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Authors: Yufen Qin

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Topic-to-Essay generation is a challenging task in Natural language processing, which aims to generate novel, diverse, and topic-related text based on user input. Previous research has overlooked the generation of articles under the constraints of event elements, resulting in issues such as incomplete event elements and logical inconsistencies in the generated results. To fill this gap, this paper proposes an event-constrained approach for a topic-to-essay generation that enforces the completeness of event elements during the generation process. Additionally, a language model is employed to verify the logical consistency of the generated results. Experimental results demonstrate that the proposed model achieves a better BLEU-2 score and performs better than the baseline in terms of subjective evaluation on a real dataset, indicating its capability to generate higher-quality topic-related text.

Keywords: event element, language model, natural language processing, topic-to-essay generation.

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Authors: Xiaolin Zeng, Lei Cheng, Zhirong Li, Xueping Liu

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Aiming at the problem of low accuracy and susceptibility to cultural relic diseases in the generation of high-resolution archaeology drawings by current image generation algorithms, an archaeology drawings generation algorithm based on a conditional generative adversarial network is proposed. An attention mechanism is added into the high-resolution image generation network as the backbone network, which enhances the line feature extraction capability and improves the accuracy of line drawing generation. A dual-branch parallel architecture consisting of two backbone networks is implemented, where the semantic translation branch extracts semantic features from orthophotographs of cultural relics, and the gradient screening branch extracts effective gradient features. Finally, the fusion fine-tuning module combines these two types of features to achieve the generation of high-quality and high-resolution archaeology drawings. Experimental results on the self-constructed archaeology drawings dataset of grotto temple statues show that the proposed algorithm outperforms current mainstream image generation algorithms in terms of pixel accuracy (PA), structural similarity (SSIM), and peak signal-to-noise ratio (PSNR) and can be used to assist in drawing archaeology drawings.

Keywords: archaeology drawings, digital heritage, image generation, deep learning

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Authors: Fuqiang Wang, Jun Liu, Liyan Cai

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This paper investigates the coordination of the conflicting two-stage low carbon supply chain consisting of upstream and downstream manufacturers. The conflict means that the upstream manufacturer takes action for carbon emissions reduction under carbon trading mechanism while the downstream manufacturer’s production cost rises. It assumes for the Stackelberg game that the upstream manufacturer plays as a leader and the downstream manufacturer does as a follower. Four kinds of the situation of decentralized decision making, centralized decision-making, the production cost sharing contract and the carbon emissions reduction revenue sharing contract under decentralized decision making are considered. The backward induction approach is adopted to solve the game. The results show that the more intense the conflict is, the lower the efficiency of carbon emissions reduction and the higher the retail price is. The optimal investment of the decentralized supply chain under the two contracts is unchanged and still lower than that of the centralized supply chain. Both the production cost sharing contract and the carbon emissions reduction revenue sharing contract cannot coordinate the supply chain, because that the sharing cost or carbon emissions reduction sharing revenue will transfer through the wholesale price mechanism. As a result, it requires more complicated contract forms to coordinate such a supply chain.

Keywords: cap-and-trade mechanism, carbon emissions reduction, conflict, supply chain coordination

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Authors: Amir Lotfi, Seyed Hamid Hosseini

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During the recent past, due to the increase of electrical energy demand and governmental resources constraints in creating additional capacity in the generation, transmission, and distribution, privatization, and restructuring in electrical industry have been considered. So, in most of the countries, different parts of electrical industry like generation, transmission, and distribution have been separated in order to create competition. Considering these changes, environmental issues, energy growth, investment of private equity in energy generation units and difficulties of transmission lines expansion, distributed generation (DG) units have been used in power systems. Moreover, reduction in the need for transmission and distribution, the increase of reliability, improvement of power quality, and reduction of power loss have caused DG to be placed in power systems. On the other hand, considering low liquidity need, private investors tend to spend their money for DGs. In this project, the main goal is to offer an algorithm for planning and placing DGs in order to reduce the need for transmission and distribution network.

Keywords: planning, transmission, distributed generation, power security, power systems

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Authors: Raghav Lakhotia, Sameer Ganu, Anshul Goel, Abhishek Kumar

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In the age and times where women’s empowerment is a significant topic of discussion, we aim to analyze the potential gender diversity influence on box office revenues. The following research is carried out by collecting data from 400 Hollywood movies between the years 2014-2017 and performing regression analysis to find a correlation between the presence of female characters in movies and their return on investment (ROI). The paper finds that there is a positive relationship between the performance of the movies (its ROI) and the gender diversity i.e. the more the number of female characters, the higher the revenue generated. Another factor such as Number of Votes also has a direct impact on the revenue of the movie. The research not only takes into consideration the mere presence of women on screen but also the exchange of at least one dialogue among themselves, which is presented by the Bechdel Score of the movie.

Keywords: Bechdel, diversity, Hollywood, return on investment

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Authors: Alex Sidarta Guglielmoni

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Since the 1970s, sustainable development has become increasingly present on the international agenda. The present work has as general objective to analyze, discuss and bring answers to the following question, what is the importance of the generation of electric energy through the wind power plants in the Brazilian electricity matrix between 2013 and 2019? To answer this question, we analyzed the generation of renewable energy from wind farms and the consumption of electricity in Brazil during the period of January 2013 until December 2020. The specific objectives of this research are: to analyze the public data, to identify the total wind generation, to identify the total wind capacity generation, to identify the percentage participation of the generation and generation capacity of wind energy in the Brazilian electricity matrix. In order to develop this research, it was necessary a bibliographic search, collection of secondary data, tabulation of generation data, and electricity capacity by a comparative analysis between wind power and the Brazilian electricity matrix. As a result, it was possible to observe how important Brazil is for global sustainable development and how much this country can grow with this, in view of its capacity and potential for generating wind power since this percentage has grown in past few years.

Keywords: wind power, Brazilian market, electricity matrix, generation capacity

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Authors: Lilia Righi

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Recently, the fashion industry has demonstrated a keen interest in sustainability and the environment. Sustainable fashion has huge potential and appeals to environmentally conscious Generation Z shoppers. Meanwhile, Generation Z customers have attracted researchers' interest due to their overconsumption of clothing. However, most studies in this area focus on designing or producing sustainable clothing, with little exploration of consumers. To fill this gap, the present study aims to determine the important factors influencing Generation Z consumers' decisions to purchase sustainable fashion by mobilizing the theory of planned behavior (TPB). It uses deductive qualitative research based on 18 semi-structured interviews with Generation Z consumers in France. Qualitative data will be analyzed using reflective thematic analysis. On a theoretical level, this research contributes to enriching the literature by mobilizing, for the first time, the theory of planned behavior in the context of sustainable fashion. On a practical level, the results can help practitioners determine effective marketing strategies to persuade Generation Z to consume sustainable clothing.

Keywords: generation Z, qualitative methodology, sustainable fashion, theory of planned behavior (TPB).

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Authors: Umar Lawal Maradun

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Newspapers are very important sources of information and are trusted by majority of populations in America, Latin America, Europe and many parts of the world. In the mid-1950s newspapers were at the forefront of providing people with information. However, in the 1970s television took over, while in the 1980s cable satellites became popular and in the 1990s the Internet and World Wide Web became major sources of media content and also major threats to the print media form. This paper looks at how newspaper readership has been affected by new media technology, especially the Internet. It uses empirical data by reviewing available literature within the context of change that is likely to threaten conventional media. It discovers that there is a growing decline in newspaper readership as a result of widespread use of the Internet. The decline in readership has been discovered to be a global phenomenon. The paper suggests strategies for the survival and revenue generation for print-based newspapers.

Keywords: Internet, media, newspaper, press

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Authors: Pedro Esteban

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Planning a hybrid power system (HPS) that integrates renewable generation sources, non-renewable generation sources and energy storage, involves determining the capacity and size of various components to be used in the system to be able to supply reliable electricity to the connected load as required. Nowadays it is very common to integrate solar photovoltaic (PV) power plants for renewable generation as part of HPS. The solar PV system is usually balanced via a second form of generation (renewable such as wind power or using fossil fuels such as a diesel generator) or an energy storage system (such as a battery bank). Hybrid power systems can also provide other forms of power such as heat for some applications. Modern hybrid power systems combine power generation and energy storage technologies together with real-time energy management and innovative power quality and energy efficiency improvement functionalities. These systems help customers achieve targets for clean energy generation, they add flexibility to the electrical grid, and they optimize the installation by improving its power quality and energy efficiency.

Keywords: microgrids, hybrid power systems, energy storage, grid code compliance

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Authors: Endang Jati Mat Sahid, Hussain Ali Bekhet

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Ability to supply reliable and secure electricity has been one of the crucial components of economic development for any country. Forecasting of electricity production is therefore very important for accurate investment planning of generation power plants. In this study, we aim to examine and analyze the factors that affect electricity generation. Multiple regression models were used to find the relationship between various variables and electricity production. The models will simultaneously determine the effects of the variables on electricity generation. Many variables influencing electricity generation, i.e. natural gas (NG), coal (CO), fuel oil (FO), renewable energy (RE), gross domestic product (GDP) and fuel prices (FP), were examined for Malaysia. The results demonstrate that NG, CO, and FO were the main factors influencing electricity generation growth. This study then identified a number of policy implications resulting from the empirical results.

Keywords: energy policy, energy security, electricity production, Malaysia, the regression model

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Authors: Hitesh Tahbildar

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The cost of test data generation for a program is computationally very high. In general case, no algorithm to generate test data for all types of algorithms has been found. The cost of generating test data for different types of algorithm is different. Till date, people are emphasizing the need to generate test data for different types of programming constructs rather than different types of algorithms. The test data generation methods have been implemented to find heuristics for different types of algorithms. Some algorithms that includes divide and conquer, backtracking, greedy approach, dynamic programming to find the minimum cost of test data generation have been tested. Our experimental results say that some of these types of algorithm can be used as a necessary condition for selecting heuristics and programming constructs are sufficient condition for selecting our heuristics. Finally we recommend the different heuristics for test data generation to be selected for different types of algorithms.

Keywords: ongest path, saturation point, lmax, kL, kS

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Authors: Nadia Allouache

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The concept of second law is assumed to be important to optimize the energy losses in heat exchangers. The present study is devoted to the numerical prediction of entropy generation due to heat transfer and friction in a double tube heat exchanger partly or fully filled with a porous medium. The goal of this work is to find the optimal conditions that allow minimizing entropy generation. For this purpose, numerical modeling based on the control volume method is used to describe the flow and heat transfer phenomena in the fluid and the porous medium. Effects of the porous layer thickness, its permeability, and the effective thermal conductivity have been investigated. Unexpectedly, the fully porous heat exchanger yields a lower entropy generation than the partly porous case or the fluid case even if the friction increases the entropy generation.

Keywords: heat exchangers, porous medium, second law approach, turbulent flow

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Authors: S. Sambath, P. Palanivel

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Research conducted in the last few decades has proven that an inclusion of Distributed Genaration (DG) into distribution systems considerably lowers the level of power losses and the power quality improved. Moreover, the choice of DG is even more attractive since it provides not only benefits in power loss minimisation, but also a wide range of other advantages including environment, economic, power qualities and technical issues. This paper is an intent to quantify and analyse the impact of distributed generation (DG) in Tamil Nadu, India to examine what the benefits of decentralized generation would be for meeting rural loads. We used load flow analysis to simulate and quantify the loss reduction and power quality enhancement by having decentralized generation available line conditions for actual rural feeders in Tamil Nadu, India. Reactive and voltage profile was considered. This helps utilities to better plan their system in rural areas to meet dispersed loads, while optimizing the renewable and decentralised generation sources.

Keywords: distributed generation, distribution system, load flow analysis, optimal location, power quality

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Authors: Pitchayanin Sukholthaman

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Gradually accumulated, the enormous amount of waste has caused tremendous adverse impacts to the world. Bangkok, Thailand, is chosen as an urban city of a developing country having coped with serious MSW problems due to the vast amount of waste generated, ineffective and improper waste management problems. Waste generation is the most important factor for successful planning of MSW management system. Thus, the prediction of MSW is a very important role to understand MSW distribution and characteristic; to be used for strategic planning issues. This study aims to find influencing variables that affect the amount of Bangkok MSW generation quantity.

Keywords: MSW generation, MSW quantity prediction, MSW management, multiple regression, Bangkok

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Authors: Hideyuki Onodera, Ryoji Imai, Masahiro Sakai

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Explosions have occurred in incineration plants in conveyors, ash pits, and other locations. The cause of such explosions is thought to be the reaction of metallic aluminum contained in the ash with water used to cool the ash and prevent scattering, resulting in the generation of hydrogen. Given this background, conveyors and other equipment have been damaged by explosions, which has hindered the stable operation of incineration plants. In addition, workers may be injured by equipment explosions, creating an unsafe situation. To remedy these problems, it is necessary to devise a way to prevent hydrogen explosions from occurring. To overcome this problem, we conducted a hydrogen generation reaction experiment using simulated incinerator ash powder containing aluminum, calcium oxide, and water and confirmed that conditions exist to stop the hydrogen generation reaction. The results of this research may contribute to the suppression of hydrogen explosions at incineration plants.

Keywords: waste incinerated ash, aluminum, water, hydrogen, suppression of hydrogen generation, incineration plant

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Authors: Lolade Siyonbola

Abstract:

Nigerians are often celebrated as being the most educated cultural group in America. The cultural values and history that have led to this reality are particular to a generation that came of age post colonialism. Many of these cultural values have been passed down from post-colonial parent to millennial child, but most have not. This study, based on interviews and surveys of Nigerian millennials and their parents in the United States, explores the degree to which identity has been eroded in the millennial generation due to a lack of imparted cultural values and knowledge from the previous generation. Most of the subjects do not speak their native language or identify with their cultural heritage sufficiently to build ties with their native land. Most are experiencing some degree of identity crisis, and therefore limited self-actualization, with little to no support; as there are few successful tools available to this population. If governmental programs to reverse these trends are not implemented within this generation, the implications to the individual, family and home nation (Nigeria), will be felt for generations to come.

Keywords: identity, culture, self-actualization, social identity theory, migration, transnationalism, value systems

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Authors: Lei Lei, Hongbo Zhang, Donald J. Bergstrom, Bing Zhang, K. Y. Song, W. J. Zhang

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This paper presents a model for a modified T-junction device for microspheres generation. The numerical model is developed using a commercial software package: COMSOL Multiphysics. In order to test the accuracy of the numerical model, multiple variables, such as the flow rate of cross-flow, fluid properties, structure, and geometry of the microdevice are applied. The results from the model are compared with the experimental results in the diameter of the microsphere generated. The comparison shows a good agreement. Therefore the model is useful in further optimization of the device and feedback control of microsphere generation if any.

Keywords: CFD modeling, validation, microsphere generation, modified T-junction

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Authors: Mohsen Torabi, Nader Karimi, Kaili Zhang

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This work aims to provide a comprehensive study on the heat transfer and entropy generation rates of a horizontal channel partially filled with a porous medium which experiences internal heat generation or consumption due to exothermic or endothermic chemical reaction. The focus has been given to the local thermal non-equilibrium (LTNE) model. The LTNE approach helps us to deliver more accurate data regarding temperature distribution within the system and accordingly to provide more accurate Nusselt number and entropy generation rates. Darcy-Brinkman model is used for the momentum equations, and constant heat flux is assumed for boundary conditions for both upper and lower surfaces. Analytical solutions have been provided for both velocity and temperature fields. By incorporating the investigated velocity and temperature formulas into the provided fundamental equations for the entropy generation, both local and total entropy generation rates are plotted for a number of cases. Bifurcation phenomena regarding temperature distribution and interface heat flux ratio are observed. It has been found that the exothermicity or endothermicity characteristic of the channel does have a considerable impact on the temperature fields and entropy generation rates.

Keywords: entropy generation, exothermicity or endothermicity, forced convection, local thermal non-equilibrium, analytical modelling

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Authors: Hüseyin Altubaş, Hasret Aktaş, A. Mücahid Zengin

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Children determine the direction of the power of consumption. They affect the decisions of their parents but they also reached to a significant purchasing power themselves. Children, who are turning interactive behavior to normal behavior are becoming the decision makers in a company’s survival. Companies that analyze this effective target audience can communicate successfully with children. Children, who are interactive individuals, are closer to advertising. They are almost talking better with advertising. They are not afraid to express their likings, as well as their dislikes. Children have an interactive lifestyle and they were exposed to the vast changes in technology after year 2000. They do not know a life without internet, they spend mobile life in internet. This Z generation is the new determinants of brands. Z generation finds it appropriate to be brand ambassadors and they completely changed traditional media and traditional consumer behavior. These children live social reality with virtual reality and they feed brands differently. Brands that interact with Z generation are affected by this feeding positively, while brands that keep interaction in traditional levels are affected negatively. In this research we examine the communication, advertising and brand behaviors of Z generation. We especially analyze this generation’s interaction with social media brands and their interactive attitudes.

Keywords: social media, Z generation, children, advertising, brand choice

Procedia PDF Downloads 534