Search results for: Marketing approach.

Authors: Duygu Aydın, Aşina Gülerarslan, Süleyman Karaçor, Tarık Doğan

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Sharing motivations of viral advertisements by consumers and the impacts of these advertisements on the perceptions for brand will be questioned in this study. Three fundamental questions are answered in the study. These are advertisement watching and sharing motivations of individuals, criteria of liking viral advertisement and the impact of individual attitudes for viral advertisement on brand perception respectively. This study will be carried out via a viral advertisement which was practiced in Turkey. The data will be collected by survey method and the sample of the study consists of individuals who experienced the practice of sample advertisement. Data will be collected by online survey method and will be analyzed by using SPSS statistical package program. Recently traditional advertisement mind have been changing. New advertising approaches which have significant impacts on consumers have been argued. Viral advertising is a modernist advertisement mind which offers significant advantages to brands apart from traditional advertising channels such as television, radio and magazines. Viral advertising also known as Electronic Word-of- Mouth (eWOM) consists of free spread of convincing messages sent by brands among interpersonal communication. When compared to the traditional advertising, a more provocative thematic approach is argued. The foundation of this approach is to create advertisements that are worth sharing with others by consumers. When that fact is taken into consideration, in a manner of speaking it can also be stated that viral advertising is media engineering. The content worth sharing makes people being a volunteer spokesman of a brand and strengthens the emotional bonds among brand and consumer. Especially for some sectors in countries which are having traditional advertising channel limitations, viral advertising creates vital advantages.

Keywords: Viral advertising, marketing, consumers, brands.

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Authors: Sevil Igit, Merve Meric, Sarp Erturk

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In this paper, it is proposed to improve Daisy Descriptor based face recognition using a novel One-Bit Transform (1BT) based pre-registration approach. The 1BT based pre-registration procedure is fast and has low computational complexity. It is shown that the face recognition accuracy is improved with the proposed approach. The proposed approach can facilitate highly accurate face recognition using DAISY descriptor with simple matching and thereby facilitate a low-complexity approach.

Keywords: Face Recognition, Daisy Descriptor, One-Bit Transform, Image Registration.

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Authors: Chein-Shung Hwang, Ruei-Siang Fong

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User-based Collaborative filtering (CF), one of the most prevailing and efficient recommendation techniques, provides personalized recommendations to users based on the opinions of other users. Although the CF technique has been successfully applied in various applications, it suffers from serious sparsity problems. The cloud-model approach addresses the sparsity problems by constructing the user-s global preference represented by a cloud eigenvector. The user-based CF approach works well with dense datasets while the cloud-model CF approach has a greater performance when the dataset is sparse. In this paper, we present a hybrid approach that integrates the predictions from both the user-based CF and the cloud-model CF approaches. The experimental results show that the proposed hybrid approach can ameliorate the sparsity problem and provide an improved prediction quality.

Keywords: Cloud model, Collaborative filtering, Hybridrecommender system

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Authors: Hafiz Gulfam Ahmad, Chuangdong Li, Zeeshan Ahmad

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In this paper, we have proposed a parallel IDS and honeypot based approach to detect and analyze the unknown and known attack taxonomy for improving the IDS performance and protecting the network from intruders. The main theme of our approach is to record and analyze the intruder activities by using both the low and high interaction honeypots. Our architecture aims to achieve the required goals by combing signature based IDS, honeypots and generate the new signatures. The paper describes the basic component, design and implementation of this approach and also demonstrates the effectiveness of this approach to reduce the probability of network attacks.

Keywords: Network security, Intrusion detection, Honeypot, Snort, Nmap.

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Authors: Abu Bakar Sedek Abdul Jamak, Rohani Salleh, Subarna Sivapalan, Azrai Abdullah

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This research focuses on micro-enterprise of Malaysian Malays that are involved in very small-scaled business activities. Among them include food stall and burger stall operators, night market hawkers, grocery store operators as well as construction and small service activities works. The study seeks to explore why some micro-entrepreneurs still lag in entrepreneurship and what needs to be rectified. This quantitative study is conducted on 173 Malay micro-enterprise owners (MEOs) and 58 Malay failed microenterprise owners (FMEOs) involved in all range of businesses throughout the state of Perak, Malaysia. The main aims are to identify the gaps between the failed micro-enterprise owners (FMEOs) and existing micro-enterprise owners (MEOs) and the problems faced among FMEOs. The results reveal that the MEOs had strong motivations and better marketing approaches as compared to FMEOs. Furthermore, the FMEOs failed in the business ventures mainly due to lack of management, sales and marketing skills and poor competitive abilities to keep up with rivals.

Keywords: Micro-enterprises, Malays, entrepreneurship, Malaysia

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Authors: Yu-Kyung Kang, Suk-Hyung Hwang, Kyoung-Mo Yang

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The tagging data of (users, tags and resources) constitutes a folksonomy that is the user-driven and bottom-up approach to organizing and classifying information on the Web. Tagging data stored in the folksonomy include a lot of very useful information and knowledge. However, appropriate approach for analyzing tagging data and discovering hidden knowledge from them still remains one of the main problems on the folksonomy mining researches. In this paper, we have proposed a folksonomy data mining approach based on FCA for discovering hidden knowledge easily from folksonomy. Also we have demonstrated how our proposed approach can be applied in the collaborative tagging system through our experiment. Our proposed approach can be applied to some interesting areas such as social network analysis, semantic web mining and so on.

Keywords: Folksonomy data mining, formal concept analysis, collaborative tagging, conceptual knowledge discovery, classification.

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Authors: Abbas Al-Refaie, Nour Bata

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A distributor of Apple products' experiences numerous difficulties in developing marketing strategies for new and existing mobile product entries that maximize customer satisfaction and the firm's profitability. This research, therefore, integrates market segmentation in platform-based product family design and conjoint analysis to identify iSystem combinations that increase customer satisfaction and business profits. First, the enhanced market segmentation grid is created. Then, the estimated demand model is formulated. Finally, the profit models are constructed then used to determine the ideal product family design that maximizes profit. Conjoint analysis is used to explore customer preferences with their satisfaction levels. A total of 200 surveys are collected about customer preferences. Then, simulation is used to determine the importance values for each attribute. Finally, sensitivity analysis is conducted to determine the product family design that maximizes both objectives. In conclusion, the results of this research shall provide great support to Apple distributors in determining the best marketing strategies that enhance their market share.

Keywords: Market segmentation, conjoint analysis, market strategies, optimization.

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Authors: Malathi Balakrishnan, Shabeshan Rengasamy, Mohd Salleh Aman

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The study investigated the effects of Teaching Games for Understanding approach on students ‘cognitive learning outcome. The study was a quasi-experimental non-equivalent pretest-posttest control group design whereby 10 year old primary school students (n=72) were randomly assigned to an experimental and a control group. The experimental group students were exposed with TGfU approach and the control group with the Traditional Skill approach of handball game. Game Performance Assessment Instrument (GPAI) was used to measure students' tactical understanding and decision making in 3 versus 3 handball game situations. Analysis of covariance (ANCOVA) was used to analyze the data. The results reveal that there was a significant difference between the TGfU approach group and the traditional skill approach group students on post test score (F (1, 69) = 248.83, p < .05). The findings of this study suggested the importance of TGfU approach to improve primary students’ tactical understanding and decision making in handball game.

Keywords: Constructivism, learning outcome, tactical understanding, and Teaching Game for Understanding (TGfU)

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Authors: Hossein Gitinavard, Mohammad Hossein Fazel Zarandi

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In the last decades, concerns about the environmental issues lead to professional and academic efforts on green supplier selection problems. In this sake, one of the main issues in evaluating the green supplier selection problems, which could increase the uncertainty, is the preferences of the experts' judgments about the candidate green suppliers. Therefore, preparing an expert system to evaluate the problem based on the historical data and the experts' knowledge can be sensible. This study provides an expert evaluation system to assess the candidate green suppliers under selected criteria in a multi-period approach. In addition, a ranking approach under interval-valued hesitant fuzzy set (IVHFS) environment is proposed to select the most appropriate green supplier in planning horizon. In the proposed ranking approach, the IVHFS and the last aggregation approach are considered to margin the errors and to prevent data loss, respectively. Hence, a comparative analysis is provided based on an illustrative example to show the feasibility of the proposed approach.

Keywords: Green supplier selection, expert system, ranking approach, interval-valued hesitant fuzzy setting.

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Authors: Naiqin Feng, Fang Wang, Yuhui Qiu

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A new approach to promote the generalization ability of neural networks is presented. It is based on the point of view of fuzzy theory. This approach is implemented through shrinking or magnifying the input vector, thereby reducing the difference between training set and testing set. It is called “shrinking-magnifying approach" (SMA). At the same time, a new algorithm; α-algorithm is presented to find out the appropriate shrinking-magnifying-factor (SMF) α and obtain better generalization ability of neural networks. Quite a few simulation experiments serve to study the effect of SMA and α-algorithm. The experiment results are discussed in detail, and the function principle of SMA is analyzed in theory. The results of experiments and analyses show that the new approach is not only simpler and easier, but also is very effective to many neural networks and many classification problems. In our experiments, the proportions promoting the generalization ability of neural networks have even reached 90%.

Keywords: Fuzzy theory, generalization, misclassification rate, neural network.

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Authors: Ramin Halavati, Saeed B. Shouraki, Mahdieh Noroozian, Saman H. Zadeh

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Packing problems arise in a wide variety of application areas. The basic problem is that of determining an efficient arrangement of different objects in a region without any overlap and with minimal wasted gap between shapes. This paper presents a novel population based approach for optimizing arrangement of irregular shapes. In this approach, each shape is coded as an agent and the agents' reproductions and grouping policies results in arrangements of the objects in positions with least wasted area between them. The approach is implemented in an application for cutting sheets and test results on several problems from literature are presented.

Keywords: Optimization, Bin Packing, Agent Based Systems.

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Authors: R. Iraz, K. Eryeşil

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Employees commitments of vision and mission of organization is effected due to manager’s executes by approach of leadership The leaders who have attributions like vision, confidence and correctitude, sharing and participation, creativeness, progressive learning –improvement and responsibility are effective to increase organizational commitment if they are sensitive to expectation and requirement of employees in an organization. Studies about organizational commitment appear results that employees who have strong organizational commitment have the most contribution. In this study, “Leadership” and “Organizational Commitment” conduct surveys to 31 employees of Ahmet Özdemir Nak. Tic. San. A.Ş. which has operations in road and railway transportation sector. It is analyzed the effects of leadership approach to organizational commitment deals with result of survey.

Keywords: Leadership Approach, Organizational Commitment, Study

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Authors: Hui Chen, Xiao Feng

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Depressurization and pressurization streams in industrial systems constitute a work exchange network (WEN). In this paper, a novel graphical approach for targeting energy conservation potential of a WEN is proposed. Through constructing the composite work curves in the pressure-work diagram and assuming all of the mechanical energy of the depressurization streams is recovered by expanders, the maximum work target of a WEN can be determined via the proposed targeting steps. A WEN in an ammonia production process is used as a case study to illustrate the applicability of the proposed graphical approach.

Keywords: Expanders, Graphical approach, Pressure-work diagram, Work exchange network, Work target

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Authors: M. Okeke, A. Blyth

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Industrial Control Systems (ICS) such as Supervisory Control And Data Acquisition (SCADA) can be seen in many different critical infrastructures, from nuclear management to utility, medical equipment, power, waste and engine management on ships and planes. The role SCADA plays in critical infrastructure has resulted in a call to secure them. Many lives depend on it for daily activities and the attack vectors are becoming more sophisticated. Hence, the security of ICS is vital as malfunction of it might result in huge risk. This paper describes how the application of Prey Predator (PP) approach in flocks of birds could enhance the detection of malicious activities on ICS. The PP approach explains how these animals in groups or flocks detect predators by following some simple rules. They are not necessarily very intelligent animals but their approach in solving complex issues such as detection through corporation, coordination and communication worth emulating. This paper will emulate flocking behavior seen in birds in detecting predators. The PP approach will adopt six nearest bird approach in detecting any predator. Their local and global bests are based on the individual detection as well as group detection. The PP algorithm was designed following MapReduce methodology that follows a Split Detection Convergence (SDC) approach.

Keywords: Industrial control systems, prey predator, SCADA, SDC.

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Authors: Martin Henkel

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Different forms of interaction are an integral part of modern courses. Traditional courses held on-campus might focus on teacher-student interaction, or student-student interaction, or both. However when these traditional on-campus courses are to be held as distance courses there is a risk that these well-designed interactions will be difficult or impossible to uphold. For example, studentstudent interaction in traditional project assignments might not work well if the students are scattered across the world. Thus, even a welldesigned traditional on-site course cannot without modification be turned into a distance course. Traditional on-site courses simply have to be redesigned to become true distance courses. This paper describes a structured approach which facilitates the redesign of a traditional course into a distance course. The approach is based on that the desired forms of course flexibility are identified, and thereafter that the course activities are redesigned to facilitate interaction in a distance course. The approach is making use of known patterns of pedagogic interaction and existing guidelines for distance education design. The approach is illustrated with an example course in the field of information systems design.

Keywords: Distance education, interaction in education, course design.

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Authors: Faisal A. Aburub

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Organizations today need to invest in software in order to run their businesses, and to the organizations’ objectives, the software should be in line with the business process. This research presents an approach for linking process models and system models. Particularly, the new approach aims to synthesize sequence diagram based on role activity diagram (RAD) model. The approach includes four steps namely: Create business process model using RAD, identify computerized activities, identify entities in sequence diagram and identify messages in sequence diagram. The new approach has been validated using the process of student registration in University of Petra as a case study. Further research is required to validate the new approach using different domains.

Keywords: Business process modelling, system models, role activity diagrams, sequence diagrams.

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Authors: Saowaluck Ukrisdawithid

Abstract:

The thermal conductivity of thermal insulation materials are measured by Heat Flow Meter (HFM) apparatus. The components of uncertainty are complex and difficult on routine measurement by modelling approach. In this study, uncertainty of thermal conductivity measurement was estimated by single laboratory validation approach. The within-laboratory reproducibility was 1.1%. The standard uncertainty of method and laboratory bias by using SRM1453 expanded polystyrene board was dominant at 1.4%. However, it was assessed that there was no significant bias. For sample measurement, the sources of uncertainty were repeatability, density of sample and thermal conductivity resolution of HFM. From this approach to sample measurements, the combined uncertainty was calculated. In summary, the thermal conductivity of sample, polystyrene foam, was reported as 0.03367 W/m·K ± 3.5% (k = 2) at mean temperature 23.5 °C. The single laboratory validation approach is simple key of routine testing laboratory for estimation uncertainty of thermal conductivity measurement by using HFM, according to ISO/IEC 17025-2017 requirements. These are meaningful for laboratory competent improvement, quality control on products, and conformity assessment.

Keywords: Single laboratory validation approach, within-laboratory reproducibility, method and laboratory bias, certified reference material.

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Authors: Ali M. Alakeel

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Assertion-Based software testing has been shown to be a promising tool for generating test cases that reveal program faults. Because the number of assertions may be very large for industry-size programs, one of the main concerns to the applicability of assertion-based testing is the amount of search time required to explore a large number of assertions. This paper presents a new approach for assertions exploration during the process of Assertion- Based software testing. Our initial exterminations with the proposed approach show that the performance of Assertion-Based testing may be improved, therefore, making this approach more efficient when applied on programs with large number of assertions.

Keywords: Software testing, assertion-based testing, program assertions.

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Authors: Nahla Barakat, Joachim Diederich

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Support vector machines (SVMs) have shown superior performance compared to other machine learning techniques, especially in classification problems. Yet one limitation of SVMs is the lack of an explanation capability which is crucial in some applications, e.g. in the medical and security domains. In this paper, a novel approach for eclectic rule-extraction from support vector machines is presented. This approach utilizes the knowledge acquired by the SVM and represented in its support vectors as well as the parameters associated with them. The approach includes three stages; training, propositional rule-extraction and rule quality evaluation. Results from four different experiments have demonstrated the value of the approach for extracting comprehensible rules of high accuracy and fidelity.

Keywords: Data mining, hybrid rule-extraction algorithms, medical diagnosis, SVMs

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Authors: Imane Chikhi, Hafida Abed

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The significant growth in the use of technologies in all life domains created numerous hurdles that derailed many knowledge management projects. Cloud computing choices are commencement to untangle these obstacles. Linking Cloud computing with knowledge management (KM) is a challenging task. Small amount of researches have been done regarding cloud computing and KM. In this paper, we consider Cloud-based KM as a new KM approach, and study the contribution of Cloud Computing to organizational KM. In fact, KM and cloud computing have many things in common, this similarity allows deriving very interesting features. Our approach is based on these features and focuses on the advantages of Cloud computing in the context of organizational KM. Finally, we highlight some challenges that have to be addressed when adopting a Cloud Computing approach to KM.

Keywords: Knowledge management, cloud computing, knowledge management approaches, cloud-based knowledge management.

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Authors: Amit Kumar, Pushpinder Singh, Parampreet Kaur, Amarpreet Kaur

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Ranking of fuzzy numbers play an important role in decision making, optimization, forecasting etc. Fuzzy numbers must be ranked before an action is taken by a decision maker. In this paper, with the help of several counter examples it is proved that ranking method proposed by Chen and Chen (Expert Systems with Applications 36 (2009) 6833-6842) is incorrect. The main aim of this paper is to propose a new approach for the ranking of generalized trapezoidal fuzzy numbers. The main advantage of the proposed approach is that the proposed approach provide the correct ordering of generalized and normal trapezoidal fuzzy numbers and also the proposed approach is very simple and easy to apply in the real life problems. It is shown that proposed ranking function satisfies all the reasonable properties of fuzzy quantities proposed by Wang and Kerre (Fuzzy Sets and Systems 118 (2001) 375-385).

Keywords: Ranking function, Generalized trapezoidal fuzzy numbers

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Authors: Dariusz Barbucha, Piotr Jedrzejowicz

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The paper proposes and validates a new method of solving instances of the vehicle routing problem (VRP). The approach is based on a multiple agent system paradigm. The paper contains the VRP formulation, an overview of the multiple agent environment used and a description of the proposed implementation. The approach is validated experimentally. The experiment plan and the discussion of experiment results follow.

Keywords: multi-agent systems, population-based methods, vehiclerouting problem.

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Authors: Hsiang-Fu Yu, Yu-Chan Hsu, Chun Fang, Hao-Yun Yang

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Periodic broadcast is a cost-effective solution for large-scale distribution of popular videos because this approach guarantees constant worst service latency, regardless of the number of video requests. An essential periodic broadcast method is the client-centric approach (CCA), which allows clients to use smaller receiving bandwidth to download broadcast data. An enhanced version, namely CCA++, was proposed to yield a shorter waiting time. This work further improves CCA++ in reducing client buffer requirements. The new scheme decreases the buffer requirements by as much as 52% when compared to CCA++. This study also provides an analytical evaluation to demonstrate the performance advantage, as compared with particular schemes.

Keywords: Periodic broadcast, client-centric approach, buffer space, multimedia communications.

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Authors: Abdul Raheem Jasim Mohammed, Mohd Salehuddin Mohd Zahari, Salim Abdul Talib, Mohd Zulhilmi Suhaimi

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The connection between past travel experience and tourists’ revisit behavioral intentions has not been widely explored but the existing studies suggest a close relationship between them. Destination image can equally be construed as having effects on the attitudes of the tourists at the end of their actual visitation and the satisfaction of a tourist with his or her travel experiences contributes to a revisit intention towards a particular destination. With strong marketing efforts, UAE is not only considered to be successful in attracting foreign investors, but is becoming the most popular tourism destination in the Arab region. UAE is seriously developing its tourism image and taking serious initiatives to attract new or repeat visitations from the international tourists. This study empirically investigates the causal relationships between tourism destination image, tourist satisfaction and revisit intention using UAE as a contextual study setting. A very clear picture emerged which provides a host country with potential implications for its tourism industry practitioners, Department of Tourism and Commerce Marketing and the travel agencies who act as the intermediaries between the potential tourists and the hotel operators.

Keywords: Destination image, tourist satisfaction, revisit intention.

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Authors: Boonlert Watjatrakul

Abstract:

Mobile marketing through mobile messaging service has highly impressive growth as it enables e-business firms to communicate with their customers effectively. Educational institutions hence start using this service to enhance communication with their students. Previous studies, however, have limited understanding of applying mobile messaging service in education. This study proposes a theoretical model to understand the drivers of students- intentions to use the university-s mobile messaging service. The model indicates that social influence, perceived control and attitudes affect students- intention to use the university-s mobile messaging service. It also provides five antecedents of students- attitudes–perceived utility (information utility, entertainment utility, and social utility), innovativeness, information seeking, transaction specificity (content specificity, sender specificity, and time specificity) and privacy concern. The proposed model enables universities to understand what students concern about the use of a mobile messaging service in universities and handle the service more effectively. The paper discusses the model development and concludes with limitations and implications of the proposed model.

Keywords: education, intention, mobile marketing, mobile messaging.

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Authors: P. Mbecke

Abstract:

Developmental social welfare implemented through developmental social work is being applauded internationally as an approach that facilitates social development theory and practice. However, twenty-two years into democracy, there are no tangible evidences that the much-desired developmental social welfare approach has assisted the post-apartheid macroeconomic policy frameworks in addressing poverty and inequality, thus, the derailment of the post-apartheid development approach in South Africa. Based on the implementation research theory, and the literature review technique, this paper recognizes social work as a principal role-player in social development. It recommends the redesign and implementation of an effective developmental social welfare approach with specific strategies, programs, activities and sufficient resources aligned to and appropriate in delivering on the promises of the government’s macroeconomic policy frameworks. Such approach should be implemented by skilled and dedicated developmental social workers in order to achieve transformation in South Africa.

Keywords: Apartheid, developmental social welfare, developmental social work, inequality, poverty alleviation, social development, South Africa.

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Authors: Tsuyoshi Okita

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For a given specific problem an efficient algorithm has been the matter of study. However, an alternative approach orthogonal to this approach comes out, which is called a reduction. In general for a given specific problem this reduction approach studies how to convert an original problem into subproblems. This paper proposes a formal modeling language to support this reduction approach in order to make a solver quickly. We show three examples from the wide area of learning problems. The benefit is a fast prototyping of algorithms for a given new problem. It is noted that our formal modeling language is not intend for providing an efficient notation for data mining application, but for facilitating a designer who develops solvers in machine learning.

Keywords: Formal language, statistical inference problem, reduction.

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Authors: Z. Babic, I. Veza, A. Balic, M. Crnjac

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The linear programming model is sometimes difficult to apply in real business situations due to its assumption of proportionality. This paper shows an example of how to use De Novo programming approach instead of linear programming. In the De Novo programming, resources are not fixed like in linear programming but resource quantities depend only on available budget. Budget is a new, important element of the De Novo approach. Two different production situations are presented: increasing costs and quantity discounts of raw materials. The focus of this paper is on advantages of the De Novo approach in the optimization of production plan for production company which produces souvenirs made from famous stone from the island of Brac, one of the greatest islands from Croatia.

Keywords: De Novo Programming, production plan, stone souvenirs, variable prices.

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Authors: P. Thepnarintra

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The purposes of this study were to: 1) investigate operation conditions of SME automotive part industry in Bangkok and vicinity and 2) to compare operation problem levels of SME automotive part industry in Bangkok and vicinity according to the sizes of the enterprises. Samples in this study included 196 entrepreneurs of SME automotive part industry in Bangkok and vicinity derived from simple random sampling and calculation from R. V. Krejcie and D. W. Morgan’s tables. Research statistics included frequency, percentage, mean, standard deviation, and T-test. The results revealed that in general the problem levels of SME automotive part industry in Bangkok and vicinity were high. When considering in details, it was found that the problem levels were high at every aspect, i.e. personal, production, export, finance, and marketing respectively. The comparison of the problem levels according to the sizes of the enterprises revealed statistically significant differences at .05. When considering on each aspect, it was found that the aspect with the statistical difference at .05 included 5 aspects, i.e. production, marketing, finance, personal, and export. The findings also showed that small enterprises faced more severe problems than those of medium enterprises.

Keywords: Automotive part industry, operation problems, SME, perimeter.

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Authors: Sunil Bhooshan, Vinay Kumar

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This paper discusses a method for designing the Finite Impulse Response (FIR) filters based on polynomial approach.

Keywords: FIR filter, Polynomial.

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