Search results for: Leaf shape; Mass; Fuzzy cluster; Regression analysis; Eviews; Matlab
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 11604

Search results for: Leaf shape; Mass; Fuzzy cluster; Regression analysis; Eviews; Matlab

3924 AI-Based Techniques for Online Social Media Network Sentiment Analysis: A Methodical Review

Authors: A. M. John-Otumu, M. M. Rahman, O. C. Nwokonkwo, M. C. Onuoha

Abstract:

Online social media networks have long served as a primary arena for group conversations, gossip, text-based information sharing and distribution. The use of natural language processing techniques for text classification and unbiased decision making has not been far-fetched. Proper classification of these textual information in a given context has also been very difficult. As a result, a systematic review was conducted from previous literature on sentiment classification and AI-based techniques. The study was done in order to gain a better understanding of the process of designing and developing a robust and more accurate sentiment classifier that could correctly classify social media textual information of a given context between hate speech and inverted compliments with a high level of accuracy using the knowledge gain from the evaluation of different artificial intelligence techniques reviewed. The study evaluated over 250 articles from digital sources like ACM digital library, Google Scholar, and IEEE Xplore; and whittled down the number of research to 52 articles. Findings revealed that deep learning approaches such as Convolutional Neural Network (CNN), Recurrent Neural Network (RNN), Bidirectional Encoder Representations from Transformer (BERT), and Long Short-Term Memory (LSTM) outperformed various machine learning techniques in terms of performance accuracy. A large dataset is also required to develop a robust sentiment classifier. Results also revealed that data can be obtained from places like Twitter, movie reviews, Kaggle, Stanford Sentiment Treebank (SST), and SemEval Task4 based on the required domain. The hybrid deep learning techniques like CNN+LSTM, CNN+ Gated Recurrent Unit (GRU), CNN+BERT outperformed single deep learning techniques and machine learning techniques. Python programming language outperformed Java programming language in terms of development simplicity and AI-based library functionalities. Finally, the study recommended the findings obtained for building robust sentiment classifier in the future.

Keywords: Artificial Intelligence, Natural Language Processing, Sentiment Analysis, Social Network, Text.

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3923 A Comparative Study of Medical Image Segmentation Methods for Tumor Detection

Authors: Mayssa Bensalah, Atef Boujelben, Mouna Baklouti, Mohamed Abid

Abstract:

Image segmentation has a fundamental role in analysis and interpretation for many applications. The automated segmentation of organs and tissues throughout the body using computed imaging has been rapidly increasing. Indeed, it represents one of the most important parts of clinical diagnostic tools. In this paper, we discuss a thorough literature review of recent methods of tumour segmentation from medical images which are briefly explained with the recent contribution of various researchers. This study was followed by comparing these methods in order to define new directions to develop and improve the performance of the segmentation of the tumour area from medical images.

Keywords: Features extraction, image segmentation, medical images, tumour detection.

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3922 Study on Guangzhou's Employment Subcentres and Polycentricity

Authors: L. Jiang

Abstract:

Since the late 1980s, the new phenomena of 'employment subcentres' or 'polycentricity' has appeared in the metropolises of North American and Western Europe and it has been an interesting topic for academics and researchers. This paper specifically uses one case study-Guangzhou to explore the development and the mechanism of employment subcentres and polycentricity in Chinese metropolises by spatial analysis method on the basis of the first economic census data. In conclusion, the paper regards that the employment subcentres and polycentricity has existed in Chinese metropolises. And that, the mechanism of them is mainly from the secondary industry instead of the tertiary industry in North American and Western Europe

Keywords: Employment Subcentre, Polycentricity, Guangzhou.

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3921 Photo-Fenton Treatment of 1,3-dichloro-2- Propanol Aqueous Solutions Using UV Radiation and H2O2 – A Kinetic Study

Authors: Maria D. Nikolaki, Katerina N. Zerva, Constantine. J. Philippopoulos

Abstract:

The photochemical and photo-Fenton oxidation of 1,3-dichloro-2-propanol was performed in a batch reactor, at room temperature, using UV radiation, H2O2 as oxidant, and Fenton-s reagent. The effect of the oxidative agent-s initial concentration was investigated as well as the effect of the initial concentration of Fe(II) by following the target compound degradation, the total organic carbon removal and the chloride ion production. Also, from the kinetic analysis conducted and proposed reaction scheme it was deduced that the addition of Fe(II) significantly increases the production and the further oxidation of the chlorinated intermediates.

Keywords: 1, 3-dichloro-2-propanol, hydrogen peroxide, photo- Fenton, UV .

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3920 Measurement Fractional Order Sallen-Key Filters

Authors: Ahmed Soltan, Ahmed G. Radwan, Ahmed M. Soliman

Abstract:

This work aims to generalize the integer order Sallen-Key filters into the fractional-order domain. The analysis in the case of two different fractional-order elements introduced where the general transfer function becomes four terms which is unusual in the conventional case. In addition, the effect of the transfer function parameters on the filter poles and hence the stability is introduced and closed forms for the filter critical frequencies are driven. Finally, different examples for the fractional order Sallen-Key filter design are presented with circuit simulations using ADS where a great matching between the numerical and simulation results is obtained.

Keywords: Analog Filter, Low-Pass Filter, Fractance, Sallen-Key, Stability.

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3919 Ferrites of the MeFe2O4 System (Me – Zn, Cu, Cd) and Their Two Faces

Authors: B. S. Boyanov, A. B. Peltekov, K. I. Ivanov

Abstract:

The ferrites ZnFe2O4, CdFe2O4 and CuFe2O4 are synthesized in laboratory conditions using ceramic technology. Their homogeneity and structure are proven by X-Ray diffraction analysis and Mössbauer spectroscopy. The synthesized ferrites are subjected to strong acid and high temperature leaching with solutions of H2SO4, HCl and HNO3. The results indicate that the highest degree of leaching of Zn, Cd and Cu from the ferrites is achieved by use of HCl. The charging of five zinc sulfide concentrates was optimized using the criterion of minimal amount of zinc ferrite produced when roasting the concentrates in a fluidized bed. The results obtained are interpreted in terms of the hydrometallurgical zinc production and maximum recovery of zinc, copper and cadmium from initial zinc concentrates after their roasting.

Keywords: Hydrometallurgy, inorganic acids, solubility, zinc ferrite.

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3918 Optimal DG Allocation in Distribution Network

Authors: A. Safari, R. Jahani, H. A. Shayanfar, J. Olamaei

Abstract:

This paper shows the results obtained in the analysis of the impact of distributed generation (DG) on distribution losses and presents a new algorithm to the optimal allocation of distributed generation resources in distribution networks. The optimization is based on a Hybrid Genetic Algorithm and Particle Swarm Optimization (HGAPSO) aiming to optimal DG allocation in distribution network. Through this algorithm a significant improvement in the optimization goal is achieved. With a numerical example the superiority of the proposed algorithm is demonstrated in comparison with the simple genetic algorithm.

Keywords: Distributed Generation, Distribution Networks, Genetic Algorithm, Particle Swarm Optimization.

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3917 Numerical Simulation of the Aerodynamic Loads acting on top of the SMART Centre for PV Applications

Authors: M. Raciti Castelli, S. Toniato, E. Benini

Abstract:

The flow filed around a flatted-roof compound has been investigated by means of 2D and 3D numerical simulations. A constant wind velocity profile, based both on the maximum reference wind speed in the building site (peak gust speed worked out for a 50- year return period) and on the local roughness coefficient, has been simulated in order to determine the wind-induced loads on top of the roof. After determining the influence of the incoming wind directions on the induced roof loads, a 2D analysis of the most severe load condition has been performed, achieving a numerical quantification of the expected wind-induced forces on the PV panels on top of the roof.

Keywords: CFD, wind-induced loads, flow around buildings, photovoltaic system

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3916 The Effect of Slow Variation of Base Flow Profile on the Stability of Slightly Curved Mixing Layers

Authors: Irina Eglite, Andrei A. Kolyshkin

Abstract:

The effect of small non-parallelism of the base flow on the stability of slightly curved mixing layers is analyzed in the present paper. Assuming that the instability wavelength is much smaller than the length scale of the variation of the base flow we derive an amplitude evolution equation using the method of multiple scales. The proposed asymptotic model provides connection between parallel flow approximations and takes into account slow longitudinal variation of the base flow.

Keywords: shallow water, parallel flow assumption, weaklynonlinear analysis, method of multiple scales

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3915 Development of a RAM Simulation Model for Acid Gas Removal System

Authors: Ainul Akmar Mokhtar, Masdi Muhammad, Hilmi Hussin, Mohd Amin Abdul Majid

Abstract:

A reliability, availability and maintainability (RAM) model has been built for acid gas removal plant for system analysis that will play an important role in any process modifications, if required, for achieving its optimum performance. Due to the complexity of the plant, the model was based on a Reliability Block Diagram (RBD) with a Monte Carlo simulation engine. The model has been validated against actual plant data as well as local expert opinions, resulting in an acceptable simulation model. The results from the model showed that the operation and maintenance can be further improved, resulting in reduction of the annual production loss.

Keywords: Acid gas removal plant, RAM model, Reliabilityblock diagram

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3914 Harmonic Reduction In Three-Phase Parallel Connected Inverter

Authors: M.A.A. Younis, N. A. Rahim, S. Mekhilef

Abstract:

This paper presents the design and analysis of a parallel connected inverter configuration of. The configuration consists of parallel connected three-phase dc/ac inverter. Series resistors added to the inverter output to maintain same current in each inverter of the two parallel inverters, and to reduce the circulating current in the parallel inverters to the minimum. High frequency third harmonic injection PWM (THIPWM) employed to reduce the total harmonic distortion and to make maximum use of the voltage source. DSP was used to generate the THIPWM and the control algorithm for the converter. Selected experimental results have been shown to validate the proposed system.

Keywords: Three-phase inverter, Third harmonic injection PWM, inverters parallel connection.

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3913 Texture Feature Extraction using Slant-Hadamard Transform

Authors: M. J. Nassiri, A. Vafaei, A. Monadjemi

Abstract:

Random and natural textures classification is still one of the biggest challenges in the field of image processing and pattern recognition. In this paper, texture feature extraction using Slant Hadamard Transform was studied and compared to other signal processing-based texture classification schemes. A parametric SHT was also introduced and employed for natural textures feature extraction. We showed that a subtly modified parametric SHT can outperform ordinary Walsh-Hadamard transform and discrete cosine transform. Experiments were carried out on a subset of Vistex random natural texture images using a kNN classifier.

Keywords: Texture Analysis, Slant Transform, Hadamard, DCT.

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3912 Development of Researcher Knowledge in Mathematics Education: Towards a Confluence Framework

Authors: I. Kontorovich, R. Zazkis

Abstract:

We present a framework of researcher knowledge development in conducting a study in mathematics education. The key components of the framework are: knowledge germane to conducting a particular study, processes of knowledge accumulation, and catalyzing filters that influence a researcher decision making. The components of the framework originated from a confluence between constructs and theories in Mathematics Education, Higher Education and Sociology. Drawing on a self-reflective interview with a leading researcher in mathematics education, Professor Michèle Artigue, we illustrate how the framework can be utilized in data analysis. Criteria for framework evaluation are discussed.

Keywords: Community of practice, knowledge development, mathematics education research, researcher knowledge.

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3911 Can a Development Bank Improve the Governance of Investee Companies? Evidence from BNDES in Brazil

Authors: Andre Luiz Carvalhal da Silva, Fernanda Farah de Abreu Zorman

Abstract:

There are many studies in the literature on institutional investors- efforts to improve corporate governance, generally focused on the role of pension funds and private equity firms. There are only a few studies that analyze the influence of development banks in the governance of investee companies. The objective of this research is to examine the role of the Brazilian Development Bank (BNDES) in the governance of listed companies. Our analysis provides evidence that companies in which BNDES is a shareholder have better governance.

Keywords: BNDES, corporate governance, development banks, institutional investors.

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3910 Cyclic Heating Effect on Hardness of Copper

Authors: Tahany W. Sadak

Abstract:

Presented work discusses research results concerning the effect of the heat treatment process. Thermal fatigue which expresses repeated heating and cooling processes affect the ductility or the brittleness of the material. In this research, 70 specimens of copper (1.5 mm thickness, 85 mm length, 32 mm width) are subjected to thermal fatigue at different conditions. Heating temperatures Th are 100, 300 and 500 °C. Number of repeated cycles N is from 1 to 100. Heating time th =600 Sec, and Cooling time; tC= 900 Sec.  Results are evaluated and then compared to each other and to that of specimens without subjected to thermal fatigue.

Keywords: Copper, hardness, heat treatment, thermal fatigue, thermal analysis.

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3909 Fixture Layout Optimization for Large Metal Sheets Using Genetic Algorithm

Authors: Zeshan Ahmad, Matteo Zoppi, Rezia Molfino

Abstract:

The geometric errors in the manufacturing process can be reduced by optimal positioning of the fixture elements in the fixture to make the workpiece stiff. We propose a new fixture layout optimization method N-3-2-1 for large metal sheets in this paper that combines the genetic algorithm and finite element analysis. The objective function in this method is to minimize the sum of the nodal deflection normal to the surface of the workpiece. Two different kinds of case studies are presented, and optimal position of the fixturing element is obtained for different cases.

Keywords: Fixture layout, optimization, fixturing element, genetic algorithm.

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3908 Numerical Simulation of the Flow Field around a 30° Inclined Flat Plate

Authors: M. Raciti Castelli, P. Cioppa, E. Benini

Abstract:

This paper presents a CFD analysis of the flow around a 30° inclined flat plate of infinite span. Numerical predictions have been compared to experimental measurements, in order to assess the potential of the finite volume code of determining the aerodynamic forces acting on a flat plate invested by a fluid stream of infinite extent. Several turbulence models and spatial node distributions have been tested and flow field characteristics in the neighborhood of the flat plate have been numerically investigated, allowing the development of a preliminary procedure to be used as guidance in selecting the appropriate grid configuration and the corresponding turbulence model for the prediction of the flow field over a twodimensional inclined plate.

Keywords: CFD, lift, drag, flat plate

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3907 A Development of OTOP Web Application: In Case of Samut Songkhram Province

Authors: Satien Janpla, Kunyanuth Kularbphettong

Abstract:

This paper aims to present the development of a web‑based system to serve the need of selling OTOP products in Samut Songkhram, Thailand. This system was designed to promote and sell OTOP products on Web site. We describe the design approaches and functional components of this system. The system was developed by PHP and JavaScript and MySQL database System. To evaluate the system performance, questionnaires were used to measure user satisfaction with system usability by specialists and users. The results were satisfactory as followed: Means for specialists and users were 4.05 and 3.97, and standard deviation for specialists and users were 0.563 and 0.644 respectively. Further analysis showed that the quality of One Tambon One Product (OTOP) Website was also at a good level as well.

Keywords: Web-based system, OTOP, product.

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3906 Study on Energy Absorption Characteristic of Cab Frame with FEM

Authors: Shigeyuki Haruyama, Oke Oktavianty, Zefry Darmawan, Tadayuki Kyoutani, Ken Kaminishi

Abstract:

Cab’s frame strength is considered as an important factor in excavator’s operator safety, especially during roll-over. In this study, we use a model of cab frame with different thicknesses and perform elastoplastic numerical analysis by using Finite Element Method (FEM). Deformation mode and energy absorption's of cab’s frame part are investigated on two conditions, with wrinkle and without wrinkle. The occurrence of wrinkle when deforming cab frame can reduce energy absorption, and among 4 parts with wrinkle, the energy absorption significantly decreases in part C. Residual stress that generated upon the bending process of part C is analyzed to confirm it possibility in increasing the energy absorption.

Keywords: ROPS, FEM, hydraulic excavator, cab frame, energy absorption.

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3905 Performance Evaluation of Acoustic-Spectrographic Voice Identification Method in Native and Non-Native Speech

Authors: E. Krasnova, E. Bulgakova, V. Shchemelinin

Abstract:

The paper deals with acoustic-spectrographic voice identification method in terms of its performance in non-native language speech. Performance evaluation is conducted by comparing the result of the analysis of recordings containing native language speech with recordings that contain foreign language speech. Our research is based on Tajik and Russian speech of Tajik native speakers due to the character of the criminal situation with drug trafficking. We propose a pilot experiment that represents a primary attempt enter the field.

Keywords: Speaker identification, acoustic-spectrographic method, non-native speech.

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3904 A New Nonlinear PID Controller and its Parameter Design

Authors: Yongping Ren, Zongli Li, Fan Zhang

Abstract:

A new nonlinear PID controller and its stability analysis are presented in this paper. A nonlinear function is deduced from the similarities between the control effort and the electric-field effect of a capacitor. The conventional linear PID controller can be modified into a nonlinear one by this function. To analyze the stability of the nonlinear PID controlled system, an idea of energy equivalence is adapted to avoid the conservativeness which is usually arisen from some traditional theorems and Criterions. The energy equivalence is naturally related with the conceptions of Passivity and T-Passivity. As a result, an engineering guideline for the parameter design of the nonlinear PID controller is obtained. An inverted pendulum system is tested to verify the nonlinear PID control scheme.

Keywords: Nonlinear PID controller, stability, gain equivalence, dissipative, T-Passivity.

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3903 Constraints on IRS Control: An Alternative Approach to Tax Gap Analysis

Authors: J. T. Manhire

Abstract:

A tax authority wants to take actions it knows will foster the greatest degree of voluntary taxpayer compliance to reduce the “tax gap.” This paper suggests that even if a tax authority could attain a state of complete knowledge, there are constraints on whether and to what extent such actions would result in reducing the macro-level tax gap. These limits are not merely a consequence of finite agency resources. They are inherent in the system itself. To show that this is one possible interpretation of the tax gap data, the paper formulates known results in a different way by analyzing tax compliance as a population with a single covariate. This leads to a standard use of the logistic map to analyze the dynamics of non-compliance growth or decay over a sequence of periods. This formulation gives the same results as the tax gap studies performed over the past fifty years in the U.S. given the published margins of error. Limitations and recommendations for future work are discussed, along with some implications for tax policy.

Keywords: Tax law, tax compliance, tax gap, income tax.

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3902 Meteorological Data Study and Forecasting Using Particle Swarm Optimization Algorithm

Authors: S. Esfandeh, M. Sedighizadeh

Abstract:

Weather systems use enormously complex combinations of numerical tools for study and forecasting. Unfortunately, due to phenomena in the world climate, such as the greenhouse effect, classical models may become insufficient mostly because they lack adaptation. Therefore, the weather forecast problem is matched for heuristic approaches, such as Evolutionary Algorithms. Experimentation with heuristic methods like Particle Swarm Optimization (PSO) algorithm can lead to the development of new insights or promising models that can be fine tuned with more focused techniques. This paper describes a PSO approach for analysis and prediction of data and provides experimental results of the aforementioned method on realworld meteorological time series.

Keywords: Weather, Climate, PSO, Prediction, Meteorological

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3901 Chinese Tourists’s Behaviors towards Travel and Shopping in Bangkok

Authors: Sasitorn Chetanont

Abstract:

The objectives of this study are to study Chinese tourist’s Behaviors towards travel and shopping in Bangkok. The research methodology was a quantitative research. The sample of this research was 400 Chinese tourists in Bangkok chosen by the accidental sampling and the purposive sampling. Inferential Statistics Analysis by using the Chi-square statistics. As for the results of this study the researcher found that differences between personal, social and cultural information, i.e., gender, age, place of residence, educational level, occupation, income, family, and main objectives of tourism with behaviors of Chinese tourists in Bangkok towards travel and shopping in Bangkok.

Keywords: Tourists’ behavior, Chinese tourists, travelling, expenses in travels.

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3900 Changes in Amino Acids Content in Muscle of European Eel (Anguilla anguilla) in Relation to Body Size

Authors: L. Gómez-Limia, I. Franco, T. Blanco, S. Martínez

Abstract:

European eels (Anguilla anguilla) belong to Anguilliformes order and Anguillidae family. They are generally classified as warm-water fish. Eels have a great commercial value in Europe and Asian countries. Eels can reach high weights, although their commercial size is relatively low in some countries. The capture of larger eels would facilitate the recovery of the species, as well as having a greater number of either glass eels or elvers for aquaculture. In the last years, the demand and the price of eels have increased significantly. However, European eel is considered critically endangered by the International Union for the Conservation of Nature (IUCN) Red List. The biochemical composition of fishes is an important aspect of quality and affects the nutritional value and consumption quality of fish. In addition, knowing this composition can help predict an individual’s condition for their recovery. Fish is known to be important source of protein rich in essential amino acids. However, there is very little information about changes in amino acids composition of European eels with increase in size. The aim of this study was to evaluate the effect of two different weight categories on the amino acids content in muscle tissue of wild European eels. European eels were caught in River Ulla (Galicia, NW Spain), during winter. The eels were slaughtered in ice water immersion. Then, they were purchased and transferred to the laboratory. The eels were subdivided into two groups, according to the weight. The samples were kept frozen (-20 °C) until their analysis. Frozen eels were defrosted and the white muscle between the head and the anal hole. was extracted, in order to obtain amino acids composition. Thirty eels for each group were used. Liquid chromatography was used for separation and quantification of amino a cids. The results conclude that the eels are rich in glutamic acid, leucine, lysine, threonine, valine, isoleucine and phenylalanine. The analysis showed that there are significant differences (p < 0.05) among the eels with different sizes. Histidine, threonine, lysine, hydroxyproline, serine, glycine, arginine, alanine and proline were higher in small eels. European eels muscle presents between 45 and 46% of essential amino acids in the total amino acids. European eels have a well-balanced and high quality protein source in the respect of E/NE ratio. However, eels with higher weight showed a better ratio of essential and non-essential amino acid.

Keywords: European eels, amino acids, HPLC, body size.

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3899 Metaphor in Terminology: Visualization as a Way to Term Perception

Authors: Jeļena Tretjakova

Abstract:

Metaphor has recently gained extensive interest most probably due to developments in cognitive sciences and the study of language as the reflection of humans- world perception. Metaphor is no longer reckoned as solely literary expressive means. Nowadays it is studied in a whole number of discourses, such as politics, law, medicine, sports, etc. with the purpose of the analysis and determining its role. The scientific language is not an exception. It might seem that metaphor cannot suit it; we would dare to draw a hypothesis that metaphor has indeed found its stable place in terminology. In comprehension of metaphorically represented terms the stage of visualization plays a significant role. We proceeded on the assumption that this stage is the main in provision of better term comprehension and would try to exemplify it with metaphoricallyoriented terms.

Keywords: Comprehension, metaphor, terminology, visualization.

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3898 Evaluation of the Elastic Mechanical Properties of a Hybrid Adhesive Material

Authors: Moudar H. A. Zgoul, Amin Al Zamer

Abstract:

Adhesive materials and adhesion have been the focal point of multiple research works related to numerous applications, particularly, aerospace, and aviation industries. To enhance the properties of conventional adhesive materials, additives have been introduced to the mix in order to enhance their mechanical and physical properties by creating a hybrid adhesive material. The evaluation of the mechanical properties of such hybrid adhesive materials is thus of an essential requirement for the purpose of properly modeling their behavior accurately. This paper presents an approach/tool to simulate the behavior such hybrid adhesives in a way that will allow researchers to better understand their behavior while in service.

Keywords: Adhesive materials, analysis, hybrid adhesives, mechanical properties, simulation.

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3897 Part of Speech Tagging Using Statistical Approach for Nepali Text

Authors: Archit Yajnik

Abstract:

Part of Speech Tagging has always been a challenging task in the era of Natural Language Processing. This article presents POS tagging for Nepali text using Hidden Markov Model and Viterbi algorithm. From the Nepali text, annotated corpus training and testing data set are randomly separated. Both methods are employed on the data sets. Viterbi algorithm is found to be computationally faster and accurate as compared to HMM. The accuracy of 95.43% is achieved using Viterbi algorithm. Error analysis where the mismatches took place is elaborately discussed.

Keywords: Hidden Markov model, Viterbi algorithm, POS tagging, natural language processing.

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3896 Bifurcation Analysis of Horizontal Platform System

Authors: C. C. Wang, N. S. Pai, H. T. Yau, T. T. Liao, M. J. Jang, C. W. Lee, W. M. Hong

Abstract:

Horizontal platform system (HPS) is popularly applied in offshore and earthquake technology, but it is difficult and time-consuming for regulation. In order to understand the nonlinear dynamic behavior of HPS and reduce the cost when using it, this paper employs differential transformation method to study the bifurcation behavior of HPS. The numerical results reveal a complex dynamic behavior comprising periodic, sub-harmonic, and chaotic responses. Furthermore, the results reveal the changes which take place in the dynamic behavior of the HPS as the external torque is increased. Therefore, the proposed method provides an effective means of gaining insights into the nonlinear dynamics of horizontal platform system.

Keywords: horizontal platform system, differentialtransformation method, chaotic.

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3895 The Influence of Fashion Bloggers on the Pre-Purchase Decision for Online Fashion Products among Generation Y Female Malaysian Consumers

Authors: Mohd Zaimmudin Mohd Zain, Patsy Perry, Lee Quinn

Abstract:

This study explores how fashion consumers are influenced by fashion bloggers towards pre-purchase decision for online fashion products in a non-Western context. Malaysians rank among the world’s most avid online shoppers, with apparel the third most popular purchase category. However, extant research on fashion blogging focuses on the developed Western market context. Numerous international fashion retailers have entered the Malaysian market from luxury to fast fashion segments of the market; however Malaysian fashion consumers must balance religious and social norms for modesty with their dress style and adoption of fashion trends. Consumers increasingly mix and match Islamic and Western elements of dress to create new styles enabling them to follow Western fashion trends whilst paying respect to social and religious norms. Social media have revolutionised the way that consumers can search for and find information about fashion products. For online fashion brands with no physical presence, social media provide a means of discovery for consumers. By allowing the creation and exchange of user-generated content (UGC) online, they provide a public forum that gives individual consumers their own voices, as well as access to product information that facilitates their purchase decisions. Social media empower consumers and brands have important roles in facilitating conversations among consumers and themselves, to help consumers connect with them and one another. Fashion blogs have become an important fashion information sources. By sharing their personal style and inspiring their followers with what they wear on popular social media platforms such as Instagram, fashion bloggers have become fashion opinion leaders. By creating UGC to spread useful information to their followers, they influence the pre-purchase decision. Hence, successful Western fashion bloggers such as Chiara Ferragni may earn millions of US dollars every year, and some have created their own fashion ranges and beauty products, become judges in fashion reality shows, won awards, and collaborated with high street and luxury brands. As fashion blogging has become more established worldwide, increasing numbers of fashion bloggers have emerged from non-Western backgrounds to promote Islamic fashion styles, such as Hassanah El-Yacoubi and Dian Pelangi. This study adopts a qualitative approach using netnographic content analysis of consumer comments on two famous Malaysian fashion bloggers’ Instagram accounts during January-March 2016 and qualitative interviews with 16 Malaysian Generation Y fashion consumers during September-October 2016. Netnography adapts ethnographic techniques to the study of online communities or computer-mediated communications. Template analysis of the data involved coding comments according to the theoretical framework, which was developed from the literature review. Initial data analysis shows the strong influence of Malaysian fashion bloggers on their followers in terms of lifestyle and morals as well as fashion style. Followers were guided towards the mix and match trend of dress with Western and Islamic elements, for example, showing how vivid colours or accessories could be worked into an outfit whilst still respecting social and religious norms. The blogger’s Instagram account is a form of online community where followers can communicate and gain guidance and support from other followers, as well as from the blogger.

Keywords: Fashion bloggers, Malaysia, qualitative, social media.

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