Search results for: Social Media Marketing

Authors: Akbar Seraly, Kazbek Primbetov, Gulmira Abdiraiymova, Gulnapis Abdikerova

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the article analyzes the development prospects of education system in Kazakhstan. Education is among key sources of culture and social mobility. Modern education must become civic which means availability of high quality education to all people irrespective of their racial, ethnic, religious, social, gender and any other differences. Socially focused nature of modernization of Kazakhstan-s society is predicated upon formation of a civic education model in the future. Kazakhstan-s education system undergoes intensive reforms first of all intended to achieve international education standards and integration into the global educational and information space.

Keywords: Education system, Kazakhstan , Modernization

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Authors: Ashish Saini, A.K. Saxena

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In competitive electricity markets all over the world, an adoption of suitable transmission pricing model is a problem as transmission segment still operates as a monopoly. Transmission pricing is an important tool to promote investment for various transmission services in order to provide economic, secure and reliable electricity to bulk and retail customers. The nodal pricing based on SRMC (Short Run Marginal Cost) is found extremely useful by researchers for sending correct economic signals. The marginal prices must be determined as a part of solution to optimization problem i.e. to maximize the social welfare. The need to maximize the social welfare subject to number of system operational constraints is a major challenge from computation and societal point of views. The purpose of this paper is to present a nodal transmission pricing model based on SRMC by developing new mathematical expressions of real and reactive power marginal prices using GA-Fuzzy based optimal power flow framework. The impacts of selecting different social welfare functions on power marginal prices are analyzed and verified with results reported in literature. Network revenues for two different power systems are determined using expressions derived for real and reactive power marginal prices in this paper.

Keywords: Deregulation, electricity markets, nodal pricing, social welfare function, short run marginal cost.

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Authors: R.L. Sanders, L. McKeown

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An international cooperation between educators in Australia and the US has led to a reconceptualization of the teaching of a library science course at Appalachian State University. The pedagogy of Action Learning coupled with a 3D virtual learning environment immerses students in a social constructivist learning space that incorporates and supports interaction and reflection. The intent of this study was to build a bridge between theory and practice by providing students with a tool set that promoted personal and social reflection, and created and scaffolded a community of practice. Besides, action learning is an educational process whereby the fifty graduate students experienced their own actions and experience to improve performance.

Keywords: action learning, action research, reflection, metacognition, virtual worlds

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Authors: Jamal Amani Rad, Kourosh Parand

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In this paper, we have applied the homotopy perturbation method (HPM) for obtaining the analytical solution of unsteady flow of gas through a porous medium and we have also compared the findings of this research with some other analytical results. Results showed a very good agreement between results of HPM and the numerical solutions of the problem rather than other analytical solutions which have previously been applied. The results of homotopy perturbation method are of high accuracy and the method is very effective and succinct.

Keywords: Unsteady gas equation, Homotopy perturbation method(HPM), Porous medium, Nonlinear ODE

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Authors: Ayelet Gur

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Background: In recent years we are witnessing a welcome trend in which more children/persons with disabilities are living at home with their families and within their communities. This trend is related to various policy innovations as the UN Convention on the Rights of People with Disabilities that reflect a shift from the medical-institutional model to a human rights approach. We also witness the emergence of family centered approaches that perceive the family and not just the individual with the disability as a worthy target of policy planning, implementation and evaluation efforts. The current investigation aims to explore economic, psychological and social factors among households of families of children or adults with intellectual disabilities in Israel and to present policy recommendation. Methods: A national sample of 301 households was recruited through the education and employment settings of persons with intellectual disability. The main caregiver of the person with the disability (a parent) was interviewed. Measurements included the income and expense surveys; assets and debts questionnaire; the questionnaire on resources and stress; the social involvement questionnaire and Personal Wellbeing Index. Results: Findings indicate significant gaps in financial circumstances between households of families of children with intellectual disabilities and households of the general Israeli society. Households of families of children with intellectual disabilities report lower income and higher expenditures and loans than the general society. They experience difficulties in saving and coping with unexpected expenses. Caregivers (the parents) experience high stress, low social participation, low financial support from family, friend and non-governmental organizations and decreased well-being. They are highly dependent on social security allowances which constituted 40% of the household's income. Conclusions: Households' dependency on social security allowances may seem contradictory to the encouragement of persons with intellectual disabilities to favor independent living in light of the human rights approach to disability. New policy should aim at reducing caregivers' stress and enhance their social participation and support, with special emphasis on families of lower socio-economic status. Finally, there is a need to continue monitoring the economic and psycho-social needs of households of families of children with intellectual disabilities and other developmental disabilities.

Keywords: Disability policy, family policy, intellectual and developmental disabilities, Israel, households study, parents of children with disabilities.

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Authors: Chien-Hua Wang, Wei-Hsuan Lee, Chin-Tzong Pang

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In data mining, the association rules are used to find for the associations between the different items of the transactions database. As the data collected and stored, rules of value can be found through association rules, which can be applied to help managers execute marketing strategies and establish sound market frameworks. This paper aims to use Fuzzy Frequent Pattern growth (FFP-growth) to derive from fuzzy association rules. At first, we apply fuzzy partition methods and decide a membership function of quantitative value for each transaction item. Next, we implement FFP-growth to deal with the process of data mining. In addition, in order to understand the impact of Apriori algorithm and FFP-growth algorithm on the execution time and the number of generated association rules, the experiment will be performed by using different sizes of databases and thresholds. Lastly, the experiment results show FFPgrowth algorithm is more efficient than other existing methods.

Keywords: Data mining, association rule, fuzzy frequent patterngrowth.

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Authors: Ammal M. Metwally, Dalia M. Elmosalami, Walaa A. Fouad, Abla G. Khalifa, Lobna A. El Etreby, Mohamed AbdelRahman

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People with hepatitis C are likely to experience psychological distress related to adjustment issues following diagnosis. Objective: The study was conducted to determine the psycho-social stressors accompanying Hepatitis C virus (HCV) chronic infection. The study focused on immediate and later on reactions to being diagnosed as infected HCV patients. Effect of HCV on disruption of patients’ relationships in term of family relationship and friendship, employment and financial status was assessed. The magnitude and causes of the social stigma and its relation to awareness about illness, level of education were also assessed. Methods: During this study the subjective experiences of people having HCV was explored through a designed questionnaire targeted 540 cases; 359 males and 181 females from ten out of 21 National Treatment Reference Centers of National Hepatology and Tropical Medicine Research Institutes of Ministry of Health (MOH) hospitals. The study was conducted along a period of six months from September 2011 to March 2012. Results: The study revealed that the financial problems are the commonest problems faced by 75.5% of the cases. More than 70% of the cases suffered from immediate sadness versus 67.4% suffered from worry. Social stigma was reported by 13 % of HCV +patients, the majority of which were females. Conclusions: Exploring the psychosocial consequences of HCV infection can act as pressing motivators for behavior change needed for limiting HCV endemicity in Egypt.

Keywords: Egypt, HCV infection, psychosocial adjustment, stigma.

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Authors: Bundit Pungnirund

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The purposes of this research were to develop and to monitor the antecedent factors which directly affected the success rate of new product development. This was a case study of the leather industry in Bangkok, Thailand. A total of 350 leather factories were used as a sample group. The findings revealed that the new product development model was harmonized with the empirical data at the acceptable level, the statistic values are: χ2=6.45, df= 7, p-value = .48856; RMSEA = .000; RMR = .0029; AGFI = .98; GFI = 1.00. The independent variable that directly influenced the dependent variable at the highest level was marketing outcome which had a influence coefficient at 0.32 and the independent variables that indirectly influenced the dependent variables at the highest level was a clear organization policy which had a influence coefficient at 0.17, whereas, all independent variables can predict the model at 48 percent.

Keywords: Antecedent, New Product Development, Leather Industry.

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Authors: Zarita Zainuddin, Mohammed Mahmod Shuaib, Ibtesam M. Abu-Sulyman

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The social force model which belongs to the microscopic pedestrian studies has been considered as the supremacy by many researchers and due to the main feature of reproducing the self-organized phenomena resulted from pedestrian dynamic. The Preferred Force which is a measurement of pedestrian-s motivation to adapt his actual velocity to his desired velocity is an essential term on which the model was set up. This Force has gone through stages of development: first of all, Helbing and Molnar (1995) have modeled the original force for the normal situation. Second, Helbing and his co-workers (2000) have incorporated the panic situation into this force by incorporating the panic parameter to account for the panic situations. Third, Lakoba and Kaup (2005) have provided the pedestrians some kind of intelligence by incorporating aspects of the decision-making capability. In this paper, the authors analyze the most important incorporations into the model regarding the preferred force. They make comparisons between the different factors of these incorporations. Furthermore, to enhance the decision-making ability of the pedestrians, they introduce additional features such as the familiarity factor to the preferred force to let it appear more representative of what actually happens in reality.

Keywords: Pedestrian movement, social force model, preferredforce, familiarity.

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Authors: Shaza Melies, Abeer Refky, Nihad Mansoor

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Multimodality involves the communication between verbal and visual components in various discourses. A painting represents a form of communication between the artist and the viewer in terms of colors, shades, objects, and the title. This paper aims to present how multimodality can be used to decode the verbal and visual dimensions a painting holds. For that purpose, this study uses Kress and van Leeuwen’s theoretical framework of visual grammar for the analysis of the multimodal semiotic resources of selected paintings of Salvador Dali. This study investigates the visual decoding of the selected paintings of Salvador Dali and analyzing their social and political meanings using Kress and van Leeuwen’s framework of visual grammar. The paper attempts to answer the following questions: 1. How far can multimodality decode the verbal and non-verbal meanings of surrealistic art? 2. How can Kress and van Leeuwen’s theoretical framework of visual grammar be applied to analyze Dali’s paintings? 3. To what extent is Kress and van Leeuwen’s theoretical framework of visual grammar apt to deliver political and social messages of Dali? The paper reached the following findings: the framework’s descriptive tools (representational, interactive, and compositional meanings) can be used to analyze the paintings’ title and their visual elements. Social and political messages were delivered by appropriate usage of color, gesture, vectors, modality, and the way social actors were represented.

Keywords: Multimodality, multimodal analysis, paintings analysis, Salvador Dali, visual grammar.

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Authors: Yaser Rezapour, Armin Jabbarieh, Fatemeh Behfar, Ahadollah Azami, Aidin Shamsalghorayi

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Social ideology, cultural values and principles shaping environment are inferred by environment and structural characteristics of construction site. In other words, this inference manifestation also indicates ideology and culture of its foundation and also applies its principles and values and somehow plays an important role in Cultural Revolution. All human behaviors and artifacts are affected and being influenced by culture. Culture is not abstract concept, it is a spiritual domain that an individual and society grow and develop in it. Social behaviors are affected by environmental comprehension, so the architecture work influences on its audience and it is the environment that fosters social behaviors. Indeed, sustainable architecture should be considered as background of culture for establishing optimal sustainable culture. Since unidentified architecture roots in cultural non identity and abnormalities, so the society possesses identity characteristics and life and as a consequence, the society and architecture are changed by transformation of life style. This article aims to investigate the interaction of architecture, society, environment and sustainable architecture formation in its cultural basis and analyzes the results approaching behavior and sustainable culture in recent era.

Keywords: Culture, Sustainable Architecture, Environment, Development

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Authors: Arunesh Chandra, Pankaj Chandna

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Virtual reality (VR) is a rapidly emerging computer interface that attempts to immerse the user completely within an experimental recreation; thereby, greatly enhancing the overall impact and providing a much more intuitive link between the computer and the human participants. The main objective of this study is to design tractor trailer capable of meeting the customers’ requirements and suitable for rough conditions to be used in combination with a farm tractor in India. The final concept is capable of providing arrangements for attaching the trailer to the tractor easily by pickup hitch, stronger and lighter supporting frame, option of spare tyre etc. Furthermore, the resulting product design can be sent via the Internet to customers for comments or marketing purposes. The virtual prototyping (VP) system therefore facilitates advanced product design and helps reduce product development time and cost significantly.

Keywords: Conceptual design, Trailer, Virtual prototyping, Virtual reality.

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Authors: Touba Amirazodi

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Rapid process of urbanism development has increased the demand for some infrastructures such as supplying potable water, electricity network and transportation facilities and etc. Nonefficiency of the existing system with parallel managements of urban traffic management has increased the gap between supply and demand of traffic facilities. A sustainable transport system requires some activities more important than air pollution control, traffic or fuel consumption reduction and the studies show that there is no unique solution for solving complicated transportation problems and solving such a problem needs a comprehensive, dynamic and reliable mechanism. Sustainable transport management considers the effects of transportation development on economic efficiency, environmental issues, resources consumption, land use and social justice and helps reduction of environmental effects, increase of transportation system efficiency as well as improvement of social life and aims to enhance efficiency, goods transportation, provide services with minimum access problems that cannot be realized without reorganization of strategies, policies and plans.

Keywords: Sustainable Urban Transport, Environment, Social Justice, Air Pollution

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Authors: Thomas Klauß

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In networks, mainly small and medium-sized businesses benefit from the knowledge, experiences and solutions offered by experts from industry and science or from the exchange with practitioners. Associations which focus, among other things, on networking, information and knowledge transfer and which are interested in supporting such cooperations are especially well suited to provide such networks and the appropriate web platforms. Using METORA as an example – a project developed and run by the Federal Association for Information Economy, Telecommunications and New Media e.V. (BITKOM) for the Federal Ministry of Economics and Technology (BMWi) – This paper will discuss how associations and other network organizations can achieve this task and what conditions they have to consider.

Keywords: Associations, collaboration, communities, crossdepartmental organizations, semantic web, web 2.0.

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Authors: Anocha Kimkong

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The purpose of this research was to study the behavior trend factors of consumers to roasted coffee at the petrol station on the route of Rangsit to Nakhon Nayok. The research drew upon data collected from the regular consumers of roasted coffee stands. The majority of respondents was male, 33-39 years old, and holding a bachelor degree. The majority of respondents considered themselves private business proprietors or entrepreneurs and had a monthly income of between 10,000-16,000 baht. The regular coffee consumers spent a minimum coffee expense of between 45 and 300 baht per day. These consumers also displayed good attitude and good motivation which can be ranked as very high. From the hypothesis testing of the behavior trend for the roasted coffee consumers in repurchasing coffee and recommended the coffee to others, the findings revealed that it had a significant correlation. Moreover, the overall attitude towards the marketing mix factors also had a significant correlation with the behavior trend consumers.

Keywords: Factors Related, Consuming Behaviour, Coffee Consumers.

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Authors: Haiyan Wang

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Being main teaching media and major source of comprehensive target language input, teacher talk plays an important role in learners' second-language acquisition. Under the trend of "learner-centered" teaching mode, some researchers think that the best teacher talk means less. But the author holds that, in Chinese second language classroom, it is not advisable to lay too much stress on the formal students' participation, which requires the teacher to say as little as possible and the student to say as much as possible. The emphasis should be put on how to raise teacher talk's quality.

Keywords: Comprehensive language input, "learner-centered" teaching mode, teacher talk, teacher talk's quality.

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Authors: Mario Spremić, Natalija Kokolek, Božidar Jaković, Jurica Šimurina

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This paper deals with various questions related to functionality and providing banking services in the European union on the Internet. Due to the fact that we live in the information technologies era, the Internet become a new space for doing economic and business activities in all areas, and especially important in banking. Accepting the busy tempo of life, in the past several years electronic banking has become necessity and a must for most users of banking services. On a sample of 300 web sites of the banks operating in European Union (EU) we conduct the research on the functionality of e-banking services offered through banks web sites with the key objective to reveal to what extent the information technologies are used in their business operations. Characteristics of EU banks websites will be examined and compared to the basic groups of business activities on the web. Also some recommendations for the successful bank web sites will be provided.

Keywords: Electronic banking, electronic business, European Union banks, internet.

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Authors: Nisha Singhal, Usha Chouhan

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At present, application of the extension of soft set theory in decision making problems in day to day life is progressing rapidly. The concepts of fuzzy soft set and its properties have been evolved as an area of interest for the researchers. The generalization of the concepts recently got importance and a rapid growth in the research in this area witnessed its vital-ness. In this paper, an application of the concept of generalized fuzzy soft set to make decision in a social problem is presented. Further, this paper also highlights some of the key issues of the related areas.

Keywords: Soft set, Fuzzy Soft set, Generalized Fuzzy Soft set, Membership and Non-Membership Score.

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Authors: Zeynep Ayfer Bozat

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As traditional innovation has already taken its place in managers’ to do lists; managers and companies have started to look for new ways to go beyond the traditional innovation. Because of its cost, traditional innovation became a burden for companies since they only use inner sources. Companies have intended to use outer innovation sources to decrease the innovation costs and Open Innovation has become a new solution for companies at this point. Crowdsourcing is a tool of Open Innovation and it consists of two words: Outsourcing and crowd. Crowdsourcing aims to benefit from the efforts and ideas of a virtual crowd via Internet technologies. In addition to that, crowdsourcing can help entrepreneurs to innovate and grow their businesses. They can crowd source anything they can use to grow their businesses: Ideas, investment, new business, new partners, new solutions, new policies, data, insight, marketing or talent. Therefore, the aim of the study is to be able to show some possible ways for entrepreneurs to benefit from crowdsourcing to expand or foster their businesses. In the study, the term crowdsourcing has been given in details and these possible ways have been searched and given.

Keywords: Crowdsourcing, entrepreneurship, innovation, open innovation.

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Authors: M. H. M. Zin, N. L. N. Ibrahim, M. F. M. Zain, M. Jamil

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Located within the tropical belt region, there are certain rules which should implemented in creating a passive sustainable housing design in Malaysia. Traditional Malay house possess a strong character with certain special spaces to create a sustainable house which suit to the tropical climate in Malaysia. One of the special space known as verandah or serambi gantung, create various advantages in solving various issues. However, this special space is not extremely being applied currently which produce major issues in term of social and environmental aspects. Hence, this phenomena create a negative impact to the occupant while Malaysia already has a best housing design previously. Therefore, this paper aims to explore both of the main issues mentioned above and reveal the advantages of implementing verandah into passive sustainable housing design in Malaysia. A systematic literature review is the main methodology in this research to identify the various advantages about verandah.. The study reveals that verandah is the best solution in term of social and environmental issues and should be implemented in current housing design in Malaysia.

Keywords: Tropical climate, traditional Malay house, verandah, passive sustainable housing design

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Authors: Harleen Kaur, Deepika Jindal Singla

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Buying decision making is a complicated process, in which consumer’s decision is under the impact of others. The buying decision making is directed in a way that they have to act as customers in the society. Media and family are key socialising agents for adolescents’. Moreover, changes in the socio-cultural environment in India necessitate that adolescents’ influence in family’s buying decision-making should be investigated. In comparison to Western society, Indian is quite different, when compared in terms of family composition and structure, behaviour, values and norms which effect adolescents’ buying decision-making.

Keywords: Adolescents’, buying behaviour, Indian urban families, consumer socialization.

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Authors: Amalia Triantafillidou, Georgios Lappas, Prodromos Yannas, Alexandros Kleftodimos

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In this paper, an experiment was conducted to assess the impact of online deliberation on citizens’ attitudes. Specifically, this research compared pre and post deliberation opinions of participants who deliberated online via an asynchronous platform regarding the issue of political opinion polls. Results indicate that online deliberation had a positive effect on citizens’ attitudes since it was found that following deliberation participants changed their views regarding public opinion polls. Specifically, online deliberation improved discussants perceptions regarding the reliability of polls, while suppressing their negative views about the misuse of polls by media, polling organizations and politicians.

Keywords: Online deliberation, attitudes change, opinion polls, e-democracy.

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Authors: Ezeni Brzovska, Durdana Ozretic-Dosen

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The purpose of this paper is to deepen the understanding of the product cues that influence purchase decision for a specific product category – chocolate, and to identify demographic differences in the buying behavior. ANOVA was employed for analyzing the significance level for nine product cues, and the survey showed statistically significant differences among different age and gender groups, and between respondents with different levels of education. From the theoretical perspective, the study adds to the existing knowledge by contributing with the research results from the new environment (Southeast Europe, Macedonia), which has been neglected so far. Establishing the level of significance for the product cues that affect buying behavior in the chocolate consumption context might help managers to improve marketing decision-making, and better meet consumer needs through identifying opportunities for packaging innovations and/or personalization toward different target groups.

Keywords: Chocolate consumption context, chocolate selection, demographic characteristics, product cues.

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Authors: Merve Sezer, Ismail Sahin, Ahmet Oguz Akturk

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With the use of developing technology, mostly in communication and entertainment, students spend considerable time on the Internet. In addition to the advantages provided by the Internet, social isolation brings problems such as addiction. This is one of the problems of the virtual violence. Cyber bullying is the common name of the intensities which students are exposed on the Internet. The purpose of this study designed as a qualitative research is to find out the cyber bullying varieties and its effects on elementary school students. The participants of this research are 6^th, 7^th and 8^th grade students of a primary school and 24 students agreed to participate in the study. The students were asked to fill an interview with semi-structured open-ended questions. According to the results obtained in the research, the most important statements determined by the participants are breaking passwords on social networking sites, slang insult to blasphemy and taking friendship offers from unfamiliar people. According to participants from the research, the most used techniques to prevent themselves from cyber bullying are to complain to the site administrator, closing accounts on social networking sites and countercharging. Also, suggestions were presented according to the findings.

Keywords: Bullying, cyber-bullying, elementary, peer-relationship, virtual victimization.

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Authors: Ahasanul Haque, Abdullah Sarwar, Khaliq Ahmad

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Networking is important among students to achieve better understanding. Social networking plays an important role in the education. Realizing its huge potential, various organizations, including institutions of higher learning have moved to the area of social networks to interact with their students especially through Facebook. Therefore, measuring the effectiveness of Facebook as a learning tool has become an area of interest to academicians and researchers. Therefore, this study tried to integrate and propose new theoretical and empirical evidences by linking the western idea of adopting Facebook as an alternative learning platform from a Malaysian perspective. This study, thus, aimed to fill a gap by being among the pioneering research that tries to study the effectiveness of adopting Facebook as a learning platform across other cultural settings, namely Malaysia. Structural equation modeling was employed for data analysis and hypothesis testing. This study finding has provided some insights that would likely affect students’ awareness towards using Facebook as an alternative learning platform in the Malaysian higher learning institutions. At the end, future direction is proposed.

Keywords: Learning Management Tool, Social Networking, Education, Malaysia.

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Authors: Juha Kettunen

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The purpose of this study is to develop a framework for the assessment of research and development projects. The assessment map is developed in this study based on the strategy map of the balanced scorecard approach. The assessment map is applied in a project that aims to reduce the inequality and risk of exclusion of young people from disadvantaged social groups. The assessment map denotes that not only funding but also necessary skills and qualifications should be carefully assessed in the implementation of the project plans so as to achieve the objectives of projects and the desired impact. The results of this study are useful for those who want to develop the implementation of the Erasmus+ Programme and the project teams of research and development projects.

Keywords: Non-formal learning, youth work, social inclusion, innovation.

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Authors: Marzieh Moosavi- Nasab, Safoora Pashangeh, Maryam Rafsanjani

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Xanthan gum is a microbial polysaccharide of great commercial significance. The purpose of this study was to select the optimum fermentation time for xanthan gum production by Xanthomonas campestris (NRRL-B-1459) using 10% sugar beet molasses as a carbon source. The pre-heating of sugar beet molasses and the supplementation of the medium were investigated in order to improve xanthan gum production. Maximum xanthan gum production in fermentation media (9.02 g/l) was observed after 4 days shaking incubation at 25°C and 240 rpm agitation speed. A solution of 10% sucrose was used as a control medium. Results indicated that the optimum period for xanthan gum production in this condition was 4 days.

Keywords: Biomass, Molasses, Xanthan gum, Xanthomonascampestris

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Authors: Sh. Shahhosseini, S. Alinia, M. Irani

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In this work, axisymetric CFD simulation of fixed bed GTL reactor has been conducted, using computational fluid dynamics (CFD). In fixed bed CFD modeling, when N (tube-to-particle diameter ratio) has a large value, it is common to consider the packed bed as a porous media. Synthesis gas (a mixture of predominantly carbon monoxide and hydrogen) was fed to the reactor. The reactor length was 20 cm, divided to three sections. The porous zone was in the middle section of the reactor. The model equations were solved employing finite volume method. The effects of particle diameter, bed voidage, fluid velocity and bed length on pressure drop have been investigated. Simulation results showed these parameters could have remarkable impacts on the reactor pressure drop.

Keywords: GTL Process, Fixed bed reactor, Pressure drop, CFDsimulation.

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Authors: Eunil Park, Angel P. del Pobil

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Does a communication modality matter in delivering e-learning information? With the recent growth of broadcasting systems, media technologies and e-learning contents, various systems with different communication modalities have been introduced. In accordance with these trends, this study examines the effects of the information delivery modality on psychology of students. Findings from an experiment indicated that the delivering information which includes a video modality elicited higher degrees of credibility, quality, representativeness of content, and perceived suitability for delivering information than those of auditory information. However, there is no difference between content liking and attitude. The Implications of the findings and the limitations are discussed.

Keywords: Communication modality, e-learning, multimodality, students.

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Authors: Subramaniam Chandran

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This paper analyses the structural changes in education sector since the introduction of liberalization policy in India. This paper explains how the so-called non-profit trusts and societies appropriated the liberalization policy and enhanced themselves as new capitalist class in higher education sector. Over the decades, the policy witnessed the role of private sector in terms of maintaining market equilibrium. The state also witnessed the incompatibility of the private sector in inculcating the values of social justice. The most important consequence of the policy is to witness the rise of new capitalist class and academic capitalism. When the state came to realize that it no longer cope up with market demands, it opens the entry of private sector in higher education. Concessions and tax exemptions were provided to the trusts and societies to establish higher education institutions. There is a basic difference between western countries and India in providing higher education by the trusts and societies. In western countries the big business houses contributed their surplus revenues to promote higher education and research as a complementary service to society and nation. In India, several entrepreneurs came up with business motive using education sector. Over the period, they accumulated wealth at the cost of students and concessions from the government. Four major results can now be identified: production of manpower in view of market demands; reduction of standards in higher education; bypassing the values of social justice; and the rise of new capitalist class from the business of education. This paper tries to substantiate these issues with the inputs from case studies.

Keywords: New capitalism, market, social justice, higher education

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