Global Opposition to Neoliberalism Essay

Through the Internet, a movement began to develop in opposition to the doctrines of neoliberalism which were widely manifested in the 1990s when the Organisation for Economic Co-operation and Development (OECD) proposed liberalisation of cross-border investment and trade restrictions through its Multilateral Agreement on Investment (MAI). This treaty was prematurely exposed to public scrutiny and subsequently abandoned in November 1998 in the face of strenuous protest and criticism by national and international civil society representatives. Neoliberal doctrine argued that untrammeled free trade and reduction of public-sector regulation would bring benefits to poor countries and to disadvantaged people in rich countries. Anti-globalization advocates urge that preservation of the natural environment, human rights (especially workplace rights and conditions) and democratic institutions are likely to be placed at undue risk by globalization unless mandatory standards are attached to liberalisation. Noam Chomsky stated in 2002 that The term â€Å"globalization† has been appropriated by the powerful to refer to a specific form of international economic integration, one based on investor rights, with the interests of people incidental. That is why the business press, in its more honest moments, refers to the â€Å"free trade agreements† as â€Å"free investment agreements† (Wall St. Journal). Accordingly, advocates of other forms of globalization are described as â€Å"anti-globalization†; and some, unfortunately, even accept this term, though it is a term of propaganda that should be dismissed with ridicule. No sane person is opposed to globalization, that is, international integration. Surely not the left and the workers movements, which were founded on the principle of international solidarity—that is, globalization in a form that attends to the rights of people, not private power systems.

Scholarly Paper

The caring component of nursing encompasses much more than a combination of scientific and the technical. It encompasses the mandates a balance of â€Å"the head, the heart, and the hands† or â€Å"the science, the skill, and the spirit.† Nursing has its roots in the humanities, which address the wholeness of the persons for whom we care. Nursing has been sanctioned by society; nursing care satisfies a real human need. Nursing mandates the interaction with people at the most intimate level during the most crucial and critical times in their lives. And yet, the liberal arts in our educational programs continue to diminish to accommodate the scientific knowledge necessary to practice nursing. Nurse midwives provide comprehensive prenatal care including delivery for patients who are at low risk for complications. For the most part, they manage normal prenatal, intrapartum, and postpartum care. Provided that there are no complications, normal newborns are also cared for by a nurse midwife. Nurse midwives often provide primary care for women's issues from puberty post menopause. As a profession that seemingly demonstrates many of the same behaviors as obstetrics and gynecologist, we need to not only demonstrate but also document how midwifery differs from obstetrics and gynecology. Although the behaviors that a midwife, a physician a nurse- practitioner, or a physician's assistant demonstrate when providing women's health care may be similar, the origin, attitudes, and perception of the care may be radically different. If midwives truly provide women- oriented care with a focus on excellence in the process of providing care and attentiveness to outcomes, this should clearly be reflected in each client's medical record. Nurses long have been concerned with the psycho-social responses of clients to health and health alterations. The interrelationship of physiological and psychological heath requires careful attention to both dimensions within the client's family, cultural, and environmental context, and with consideration of the client's developmental level. (Tharpe, 2006, p, 1) Psycho-social functioning has two components: intrapersonal and interpersonal. Intrapersonal functioning refers to that which goes on within the individual, whereas interpersonal functioning involves a person's interactions or relationships with others. During the intrapersonal and interpersonal assessment the nurse's attention should focus on the client's current psychosocial status, with enough history to yield an appreciation of the individual's present â€Å"self.† For a comprehensive approach, the intrapersonal and interpersonal components of the nursing assessment should not be isolated from other parts of the assessment. For example, while assessing a client's physiological status, the client's interaction with and responses to the nurse provide information about cognitive style, affect, and language. (Styles, Patricia 1996, 7) The current motto of the American College of Nurse-Midwives- â€Å"With women, for lifetime†- summarizes concisely the vast area of midwifery health care. While the name â€Å"midwife† conjures images of pregnancy care and attendance at birth, the fact is that for century's midwives have been called upon to assist women in health care matters that have extended beyond childbearing. Historically, midwives have helped women with issues regarding menarche, menstruation, and menopause. And this historical role has not only extended throughout the twentieth century but has expanded further. (Vaeney, 2004, p, 380) Reference Bellack, P, Janis. Barbara, J, Edlund. (1992). Nursing Assessment and Diagnosis, London: Jones & Barlett Publishers, 337 Cody, K, Willam. Kenny W, Janet. (2006). Philosophical and Theoretical Perspectives for Advanced Nursing Practice, London: Jones & Barlett Publishers Styles, Madden, Margretta. Patricia, Moccia. (1996) On Nursing: A Literary Celebration: an Anthology, London: Jones & Barlett Publishers, 7 Tharpe, L, Nell. (2006) Clinical Practice Guidelines for Midwifery & Women's Health, London: Jones & Barlett Publishers, 1 Vaeney, Helen. Kriebs, M, Jan. Margretta, L, Carolyn. (2004). Verney's Midwifery: fourth edition, London: Jones & Barlett Publishers, 380      

Case study of a man with parkinsons disease

Case study of a man with parkinsons disease Mr Henderson has arrived in hospital after a history of falls at home and has just commenced a new medication regime. It is very possible that he may be anxious, worried, frightened as a result of falling at home which also may result in loss of confidence. He may also be apprehensive about his new medication regime. Having been diagnosed with Parkinson’s for 5 years, he more than likely knowns the importance of getting his medications on time, in reducing the symptoms allowing him to maximise his independence. However, it is not for the nurse to presume this and she/he must sit down, talk to him, allowing him time to talk and express his worried and anxieties. This was help to establish a relationship and Mr Henderson will understand that you are there to support him throughout his journal of care. The nurse should also make sure that all members of the multidisciplinary team are aware of Mr Henderson’s condition and if they are not aware of the importance of getting medication on time out with ‘normal’ drug rounds then they should be informed of its importance and understand the significant consequences resulting from not getting the drugs on time such as reduced independence and prolonged hospital stay. As medications are a large part in maximising independence and mobility and it may be suggested that Mr Henderson receives his medications before getting out of bed in the morning. This will allow time for the drugs to work and therefore enabling him to get out of bed more easily. ‘Freezing’, a symptom of Parkinson’s’ disease can be distressing for patients. It affects gait initiation, turning and moving through small spaces, such a doors and busy areas. Anxiety can exacerbate freezing and it is vital that the nurse can firstly recognise anxiety, this may be achieve through effective communication and listening skills and secondly developing strategies to reduce anxiety levels such as allowing him time to talk, listening and taking on board his expressions allowing for a trusting relationship to be developed, helping him to build in confidence and preparing him psychologically for going home. Various strategies have been suggested to assist with ‘freezing’. Alexander, Fawcett and Runicnan (2006) suggest cognitive techniques in breaking down movement. They suggest breaking down the task of getting out of bed in the morning and describe that patients should bend their knees so that feet are flat on the mattress and they the patient should swing knees in the direction that he wants to turn. The next stage involves clasping both hands and lifting them straight up, straightening the elbows, then turning the head and swinging the arms in the same direction as the legs. Finally the patient can grip the edge of the mattress and adjust his position until comfortable. When Mr Henderson is mobilising then it is important that he does not have any distractions and the nurse or othe r members of staff should not disturb or interrupt if at all possible as this could lead to ‘freezing’. The Parkinson’s Disease Society describe cueing strategies as external meaning visual, auditory or preprioceptive or internal meaning cognitive.

Should the United States open its doors to more (or fewer) immigrants Essay

Should the United States open its doors to more (or fewer) immigrants - Essay Example This is where all people aspire to live in and make a living. It is through such thoughts of making it big in the United States that lead to many people trying to relocate there. However, their means of getting into the country might not be through the right or legal channels. They, thus, end up being caught by immigration officials because of trying to sneak into the country. Deportation is followed immediately they are found out with nothing and sometimes, they might serve a jail sentence. The United States should not open its doors to immigrants and the reasons for this are clearly discussed by reviewing the effects of allowing a lot of immigrants into the country. The flooding of immigrants into American soil has had very many effects. There are positive, but there are also negative effects. Those in favour of America closing down its borders to immigrants argue that the negative things outweigh the positive. This school of thought could be true. The attitude that has brought this on cannot be blamed entirely on stereotyping among those against it. It is a known fact that the different cultures that cross the border into American soil bring a difference into the land (Bromwell, p. 32). This difference most of the times is not always positive. An example is the Muslim religion. This religion does not go down well with some of the American people. The religion is usually affiliated with violence. Protests and demonstrations have been carried out to ensure the religion does not spread more than it already has. Over the past decade, Americans have allowed immigrants to be citizens of their country. This means that more and more of the original inhabitants of the land are growing extinct with each passing year. This should not be the case. Native Americans, the original inhabitants of America, are being considered immigrants (Bromwell, p. 45). This is due to their small number and dying culture. Once again, the factor

What was the idea, belief, or movement that had the greatest impact on Research Paper

What was the idea, belief, or movement that had the greatest impact on Western civilization from the Enlightenment to the present day - Research Paper Example First, there was a need to make an improvement in technology. An improvement in technology would improve the world to a better place (Perry 12). Secondly, it was a prudent approach to make advances on science. In the ancient times, science was part of the society. Consequentially, the people were using traditional approaches in science, which recorded dismal performance. Thirdly, there was a need to mark an improvement in the social organisations of the day. With a collective bargain on the three issues, the human condition would be improved. This called for reaction from different individuals, governments and organisations that were directly involved in governance. Therefore, concentrating on these issues would yield results. Though it would take time, their efforts were greatly rewarded. Apparently, they were geared towards improving social progress that would improve the lives of people. This would also have an impact on developing economy and improve science and technology applic ation. There are notable ideologies and movements that were influential in steering western civilization in the world. To begin with, the idea of revolution was an influential approach in the western countries. North America was among the first regions to induct revolution in improving the human condition (Spielvogel 18). Many British colonies decided that this was the right time to bring change in various aspects of the country. First, they focused on improving the economy. They noted that the economy was strong pillar that would be influential in improving human condition. As such, they had several ideologies that would improve their economy. As such, they had to make a different approach by employing sophisticated ideas that would develop their economy. In perfecting their economy, some countries like Britain decided to develop great cities. This was particularly successful since they had a large population that would provide the much-needed labour. For instance, a better part of the population was the Britain ascent. However, there were other minorities which included the Dutch, Irish and black slaves (Sherman 17). The large population would provide descent labour to build cities across the nation. With developed cities, the region was able to record an improvement in the economy. In making an even better improvement, the region accepted immigrants from neighbouring regions. This would increase the number of people in need of employment. In return, the economy would gain by utilising the labour provided by the population. One of the ideas that improved the economy of the region was the introduction of taxes. The Britain government felt that the population needed to pay taxes. This was a move to increase the revenue collected by the government. In actual sense, the Britain government felt that all colonies should pay taxes that would run the government (Spielvogel 21). Consequentially, there was opposition from the colonies that felt overburdened by the tax es. Apparently, their grievances and opposition did not deter the government of the day from implementing the tax. This is particularly due to non-representation in the government. This was a milestone to improving the economy as the governments continued to amass revenue. While focusing on these revolutions and change in the economy, there are many regions that benchmarked the ideology. For instance, Canada, Australia and New Zealand made possible changes to mark an improvement in the economy and culture. This collectively improved the western countries to a better social and economic path. There was a belief that improving education and application of science would improve the world, especially the western count

Dose makes the poison Research Paper Example | Topics and Well Written Essays - 500 words

Dose makes the poison - Research Paper Example Our body itself is a combination of chemical elements and compounds. It is vital to divide the chemicals present in our environment into the good ones and the harmful ones. Moreover, also focus on how the toxic and deadly effects of the chemicals can be avoided is also of importance. The story of Strong Poison by Dorothy S. Layers revolves around a mystery case of the murder of Philip Boyes by arsenic poisoning. Harriet Vane is accused of the murder of her fiancà ©, as she is a crime novelist and knows an awful lot about the novel and all the evidence points in her direction. However, Lord Peter Wimsey is convinced of her innocence and struggles to convince the jury as well. The book discusses a great deal about the arsenic poisoning and the symptoms the victim suffers from, bringing the horrifying adverse effects of a toxic chemical under highlight. It is vital to understand what is toxic in our environment and can lead to adverse effects. A toxic substance is a substance that can be poisonous or cause health effects. Toxicity of a substance is not measured on the basis of its severity of effects; it can strike a single cell, a group of cells, an organ or the whole body. It is basically measured to the degree to which it is poisonous to biological organisms including humans. Chemicals toxicity is also dependent on the dose of the chemical, route of exposure, the duration and the number of incidents of exposure, and individual’s susceptibility. In 1500s, Philippus Aureolus brought forward the argument that a chemical can be entirely harmless or even advantageous at low concentrations but the same chemical can turn into toxic at higher levels. He stated, â€Å"All substances are poisons; there is none which is not a poison. The right dose differentiates a poison from a remedy† (Trautmann). Indeed many chemicals which are beneficial at low concentrations even essential for human health can lead

Funding the rising cost of U.S health care Assignment

Funding the rising cost of U.S health care - Assignment Example The healthcare delivery system of the US has been voluntarily involved in response to the considerations regarding the accessibility, quality, along with cost of the health insurance services (Jones & Bartlett Publishers LLC, 2008). However, the continuous rising of healthcare costs has long been witnessed by the demographic groups can be regarded as a phenomenal concern of the country. Accessibility to the healthcare services has long been recognized as a key issue in the US healthcare system. Both the government and non-government insurance agencies are recognized to focus on developing their offerings in order to accomplish a significant growth for their institutions. The consolidation amidst the health insurance service providers in the nation, have been raising issues associated with accessibility due to their unabatedly increasing price and availability of quality based service facilities (Kaiser Family Foundation, 2014). The following figure details about the overall health in surance coverage of the total US population. With regard to the above statistics, it is affirmed that the healthcare sector of the US has been undergoing an unsustainable condition due to the rising cost of healthcare services provided by both public and private health insurance institutions (U.S. National Library of Medicine, 2013; Shi, 2012). Medicare services provided by the institutions are likely to involve higher pricing strategies that often raise major issues for the population with minimum or considerably less income level. The Census Bureau in the year 2011 reported that more than 36% of US households living below poverty line were not insured. With reference to the total spending on healthcare and its insurance beneficiaries, the US spends approximately USD 2 trillion every year that can be apparently identified to be higher than other countries of the world (Wilper et al., 2009). The

Ethical Dilemma on Same Sex Parenting Assignment

Ethical Dilemma on Same Sex Parenting - Assignment Example There are diverse parties involved in defining the morality of same-sex marriage. Proponents of the practice highlight that it embraces moral. Based on opponents’ standpoint, same-sex parenting practice presents complex choices to different parties. Consequently, the parties involved are compelled to adopt societal norms as a justification for solving the ethical dilemma. The parties involved in same-sex parenting morality debate include policy makers, nurses, and parents. Policy makers have a central role in formulating relevant laws pertaining to the rights and role of same-sex parents. Nurses present different standpoint on the debate as to whether to adopt same-sex parenting. Parents have challenges supporting or criticizing same-sex parenting as a practice. Three principles ANA codes of ethics are applicable to the question of same-sex parenting as an ethical dilemma: the principle of social networking, the principle on social networking and principle for pay for quality, and principle on nursing documentation. The principle for social networking ensures nurses protect the privacy and confidentiality of their patients while using social networks including the media. It principle ensures nurses do not interfere with the freedom of same-sex parents to adopt children. It forbids nurses from disclosing confidential information pertaining to same-sex parenting. The principle of pay for quality relates to same-sex parenting as a practice creates an ethical. It compels nurses to offer quality services to sex parents; quality of service should be commensurate with the pay. Based on the principle, nurses must offer quality services to same-sex parents. Similarly, the nursing documentation principle is applicable to same-sex parenting ethical dilemma. Nursing documentation principle requires nurses to keep accurate and clear medical records for same-sex parents.  

Prevention of childhood obesity 5-10years old Research Proposal

Prevention of childhood obesity 5-10years old - Research Proposal Example re in constant contact with their children and if anything have the greatest influence pertaining to what their children feed on; hence can uphold sustainable health measures in the family that are then adopted by the children. Additionally this study will also be useful to the larger community especially organizations that are concerned with the manufacturing and processing of food, nutritionists and the members of the National Health Service. Obesity in children is one of the greatest public health challenges in the 21st century. Contextually, in the UK there has been a great concern pertaining to childhood obesity that has led the government into applying stricter nutrient standards especially with respect to foods supplied in schools (Voon et.al, 2014). This makes this study quite relevant showing how unhealthy eating has posed a great challenge to children’s health in the country; â€Å" marketing of unhealthy foods was banned on other channels during, before and after programs aimed at children aged between 4 and 15† (p. 172). This is an attempt to reduce the exposure of children to unhealthy foods; as the prevalence of obesity in the UK is said to have tripled in the last two decades pushing it to epidemic proportions (Branca et. Al, 2007). The statistics show the high rate at which health has been deteriorating and weight increasing among young children in the UK; making healthy eating and weight among young children an area of great concern to date in the country. It is for this reason that the government has taken it upon itself to implement strict policies that are meant to secure the health of the children in the long run; the government is only trying to combat this epidemic as it is. Obesity is viewed as a major health alarm as once a child becomes obese in his or her prime years then there is a chance that this child will remain obese even in adulthood (Branca et. Al, 2007). With obesity both short-term and long-term conditions become a

Ethical Decision Making by Individuals Essay Example for Free

Ethical Decision Making by Individuals Essay Existing theoretical models of individual ethical decision making in organizations place little or no emphasis on characteristics of the ethical issue itself. This article (a) proposes an issue-contingent model containing a new set of variables called moral intensity: (b) using concepts, theory, and evidence derived largely from social psychology, argues that moral intensity influences every component of moral decision making and behavior: (c) offers four research propositions, and (d) discusses implications of the theory. Conclusions and Implications Existing theoretical models have ignored the effect of characteristics of the moral issue itself on ethical decision making and behavior in organizations. Taken at face value, these models suggest that individuals will decide and behave in the same manner regardless of the nature of the moral issue involved. An employee of a drug manufacturer would view the release of a dangerous drug by his or her firm with the same alarm (or lack of alarm) that he or she viewed the theft of a few diskettes from the company supply cabinet by a fellow employee. The issue-contingent model proposed here explicitly rejects this view and suggests that the moral intensity of the issue itself has a significant effect on moral decision making and behavior at all stages of the process. If this model is found to have empirical support, the testing of other models would be significantly affected. Controlling for issue traits would become an integral part of a meaningful test of Trevinos (1986) person-situation interactionist model, for example; the relative importance of personal factors and situational factors might vary considerably, from issue to issue. Similarly, issue charucteristics could alter the balance of teleological and deontological considerations in the moral evaluation stage of Hunt and Vitells (1986) general theory model of marketing ethics. Perhaps the most important potential impact of an empirical finding that ethical decision making and behavior are issue contingent involves the applicability of the models themselves. Moral intensity is expected to play a major role in the recognition of moral issues and, hence, in the actual engagement of moral decision-making processes instead of, or in addition to, other decision-making schemata. Simply stated, the details of moral decision-making and behavior processes become irrelevant if the person does not recognize that he or she is dealing with a moral issue. Future models of ethical decision making should include some consideration of the effect of the moral agents failure to recognize the moral issue. Moral intensity is also relevant to the general applicability of Kohlbergs (1976) theory of cognitive moral development. If moral development is issue contingent, as this article and some emerging empirical evidence suggest, then Kohlbergs theory would have to be substantially revised, and much of the research based on it would have to be reappraised. Future research based on his developmental theory would have to control for traits of the moral issues involved. From a practical point of view, issue contingency is important to normative judgments of moral decisions and of the people who make them. Many of the elements of moral intensity (magnitude of consequences, probability of effect, temporal immediacy, and concentration of effect) are directly related to judgments of the importance of moral issues. If these elements of moral intensity are found to be positively linked to moral behavior, it can be concluded that people generally behave better when the moral issue is important than they do when it is unimportant. Regardless of a persons views regarding the overall moral tenor of society or its alleged decline in recent years, he or she could easily be encouraged by the finding that peoples best moral behavior is inspired by issues of substantial importance.

Techniques for Understanding Human Walking Motion

Techniques for Understanding Human Walking Motion Introduction Multimedia is a term that collectively describes a variety of media content available in various forms of text, speech, audio, still images, video, animation, graphics, 3D models and combinations of them used to capture real time moments. Over the recent years the technological advances have enabled wide availability and easy access of multimedia content and much research was dedicated to perform automated computational tasks for a wide spectrum of applications such as surveillance, crime investigation, fashion and designing, traditional aerospace, publishing and advertising, medical applications, virtual reality applications to name a few. The volume of multimedia information is so huge now that the improvement in various tasks of representation, analyzing, searching and retrieving process has become the need of the hour. Among all the available types of media, video is one of the prominent forms, widely used for analyzing multimedia content. Several types of videos can be captured by various recording devices but then even the most suitable types of devices used for acquiring videos have to deal with two important problems- sensory gap and semantic gap. The sensory gap being- the difference between the real world and its representation. â€Å"The sensory gap is the gap between the object in the world and the information in a (computational) description derived from a recording of that scene† [Smeulders, A. W. M., Worring, M., Santini, S., Gupta, A., and Jain, R. (2000). Content-based image retrieval at the end of the early years. IEEE Transactions on Pattern Analysis and Machine Intelligence, 22(12):1349–1380.]. The semantic gap being- the difference between the behavior description by human vision and the computational model used by the human activity/behavior analysis systems. â€Å"The semantic gap is the lack of coincidence between the information that one can extract from the visual data and the inter pretation that the same data have for a user in a given situation† [Smeulders, A. W. M., Worring, M., Santini, S., Gupta, A., and Jain, R. (2000). Content-based image retrieval at the end of the early years. IEEE Transactions on Pattern Analysis and Machine Intelligence, 22(12):1349–1380.]. Many researchers have proposed to build computational models of the human visual system to represent as close as possible to the reality. A major development was the framework proposed by David Marr at MIT, who used a bottom-up approach to represent scene understanding [D. Marr,† Vision: A Computational Investigation into the Human Representation and Processing of Visual Information†, Freeman, san Francisco (1982)]. Later, various state-of the-art methods evolved but, the technology that helps people to integrate the content of multimedia, for meaningful expression is still lagging behind. Within the realm of multimedia content analysis, computer vision methods and algorithms have been used as foundation and the coupled relation between multimedia analysis and computer vision is a well-known challenge. Currently, the most popular research performed by various researchers is the human movement analysis. Several types of activities that are performed by humans can be captured by various recording devices and the human motion analysis systems were built with respect to context of applications. The aim of human movement analysis systems is to automatically analyze and transform the input video sequences into semantic interpretation of them. The recognition of human activities has been studied by computer vision for quite some time but is far behind the capabilities of human vision. In human visual system- when a person moving is observed, human’s brain recognizes that person’s action by analyzing the transition of postures adopted or interprets behavior by tr acking the person’s transition of postures and noting the intent of action. This analysis is complex for computer vision systems. Since the human body is non-rigid, deformable, articulated, a person can have a variety of postures over time. The works on human activity analysis have not provided satisfactory results yet. To solve problems relating human movement analysis using videos, the paradigm of data fusion is recommended. Multimedia data fusion is a way to integrate multiple media, their associated features or integrate intermediate decisions to perform an analysis task. According to B.V Dasarathy, â€Å"Combining Multimedia data fusion is a formal framework in which are expressed means and tools for alliance of data originating from different sources for the exploitation of their synergy in order to obtain information whose quality cannot be achieved otherwise.† [Dasarathy, B.V. (2001) information fusion- what, where, why, when, and how? Information fusion, 2, 75-76]. In the existing literature several contributions are made to research on data fusion techniques used in multisensory environments and multimodal fusion with the aim of fusing and aggregating data obtained from multiple sources. Video data has a significant characteristic of multimodal content. Combining the information gat hered from multiple modalities is valid approach to increase accuracy. [ P.K Atrey, M. a Hossain, A.E Saddik and M.S Kankahalli. â€Å"Multimodal fusion for multimedia analysis: A Survey. Multimedia systems 16(6): 345-379, 2010] Multimedia fusion is useful for several tasks such as detection, recognition, identification, tracking and a wide range of applications. This research work presents multimedia analysis in combination with computer vision and data fusion perspectives to understand human walking motion in video sequences. This kind of research is challenging. Motivation From the view point of data fusion this research work is motivated by the observation that all living organisms have the capability to use multiple senses to learn about the environment and then the brain fuses all the information to perform a decision task. Human observer can easily and instantly recognize action. But, the main limitations with the visual sensory of humans are, limited range of visual perception, limitations and compromises of human brain. Whereas, automatic systems can work 24 hours a day and 7 days a week allowing accurate event detection and their cost is lower to maintain. On the other hand, from the view point of computer vision, algorithms and techniques are yet to improve performance for analyzing humans walking found in videos. Computer vision systems are far behind the capabilities of human vision and have to deal with two important problems- sensory gap and semantic gap. The sensory gap being- the difference between the real world and its representation and the semantic gap being- the difference between the behavior description by human vision and the computational model used by the human activity/behavior analysis systems. A promising strategy consists in integrating different techniques of data fusion and computer vision in a unified framework to enhance the performance of the tasks associated with analyzing human walking motion and overcoming the drawbacks. 1.3 The Goal The aim of this research work is to conduct a detailed investigation of currently available tools and techniques for understanding human walking motion and develop a generic framework where data fusion and computer vision perspectives are used to analyze human walking actions in context to real life applications. During the process of fusing, correlation of activities and patterns of activities can be detected to predict intent. Finally, performance will be evaluated for true positives, false positives and misclassifications. Summary of contributions Our work in the thesis is focused on the following significant contributions: Design of a unified framework, for combining data fusion and computer vision methodology to improve the performance of automatic analysis of human movements in videos. Tasks of detecting moving humans and related sub-problems in video frames using unsupervised techniques. Efficient technique to handle occlusion in the task of tracking walking humans. New strategy for accomplishing the task of correlation and predictions during detection and tracking of humans. Noticing and Interpreting stances change in walking movements. 1.5 Outline The thesis is organized as follows Chapter 2 –presents background and related literature review on various existing strategies and approaches of data fusion and computer vision while providing motivation for the proposed approaches used for the work in this thesis. Chapter 3 Provides detailed explanation on the unified framework. Show how the frame work helps in accomplishing the tasks of analysis in multimedia content for correlation and prediction along with a comparison of proposed frame work to JDL, Dasarthy data fusion model. Chapter 4 Presents an overview of state-of-the art methods for detection of humans in videos, the proposed novel work, experiments and the evaluations. Chapter 5 Presents an overview of state-of-the art methods for tracking of humans in videos, the proposed novel work, experiments and the evaluations. Chapter 6 Automatic interpretation of changes in stance changes in human walking. Chapter 7 Conclusions, future directions and related open issues are discussed. References: Smeulders, A. W. M., Worring, M., Santini, S., Gupta, A., and Jain, R. (2000).Content-based image retrieval at the end of the early years. IEEE Transactions on Pattern Analysis and Machine Intelligence, 22(12):1349–1380 D. Marr,† Vision: A Computational Investigation into the Human Representation and Processing of Visual Information†, Freeman, san Francisco (1982) Dasarathy, B.V. (2001) information fusion- what, where, why, when, and how? Information fusion, 2, 75-76 P.K Atrey, M. a Hossain, A.E Saddik and M.S Kankahalli. â€Å"Multimodal fusion for multimedia analysis: A Survey. Multimedia systems 16(6): 345-379, 2010

Code of Ethics Design and Implementation Essay -- Business Ethics Essa

Introduction Business ethics has become increasingly important in recent years. American’s idea of business had become more negative due to the scandals in the early nineteen nineties. Due to the increasing public outcry, it is more important than ever to have an enforced code of ethics or CofE. Currently, the organization I work for, PBC, does not have a code of ethics. There are many important ideas that need to be implemented in a CofE for my organization to ensure ethical behavior by every employee. I will be developing an ethics plan to be adopted by my organization, and will provide evidence as to why that is in my code of ethics. Organizational Structure The management company I work for is the most decentralized organization out of all the organizations I have worked for in the past. In a decentralized organization the decisions are delegated all the way down to the bottom of the organization (Ferrell, Fraedrich, & Ferrell, 2011). In my company all decisions are left to me, since the only people above me are my owners. Since I work with a decentralized organization, and ethics program is even more important. One author linked the size of the organization to the risk of unethical behavior, and found that the smaller more flexible the company sees both extremes of high ethical behavior and low ethical behavior (Schminke, 2001). When I recently took over the community, the lack of an ethics program became a hurdle I had to overcome. The previous manager did quite a few things that were unethical. Since there is no one supervising my staff and I when it comes to ethical decisions, it is even more important to have a solid ethics program. Within the management company I work for we have both formal and ... .... C., Fraedrich, J., & Ferrell, L. (2011). Business Ethics: Ethical decision making and cases 8th ed. Mason, OH: South-Western Cengage Learning. McNamara, C. (n.d.). Complete Guide to Ethics Management: An Ethics Toolkit for Managers. Retrieved September 1, 2011, from Free Management Library: http://managementhelp.org/businessethics/ethics-guide.htm North Carolina Department of Administration. (2005, July 1). Example of an Organizational Code of Conduct. Retrieved September 1, 2011, from North Carolina Department of Administration http://www.doa.nc.gov/cfw/documents/grants/2010/policy/OrganizationalCodeofConductExample.pdf Schminke, M. (2001). Considering the Business in Business Ethics: An Exploratory Study of the Influence of Organizational Size and Structure on Individual Ethical Predispositions. JOURNAL OF BUSINESS ETHICS , 30 (4), 375-390.

Asthma :: essays research papers fc

Asthma is a respiratory disorder marked by breathing difficulty caused by temporary narrowing of the bronchi, the airways branching from the trachea to the lungs. Attacks usually are brought on by allergic reaction to ANTIGENS such as grass and tree pollens, mold spores, fungi, animal dander, and certain foods but may also be caused by chemical irritants in the atmosphere or by infections of the respiratory tract. Susceptibility to an asthma attack is based on hyperactivity of the bronchial muscles, which constrict on exposure to one or another of these agents. Episodes of asthma vary widely in severity and may last from a few minutes to several days. They may begin at any age but usually occur in childhood. In children, asthma often is associated with eczema, a skin inflammation that may reflect the tendency of the child to develop hypersensitivity reactions. The attacks usually become less frequent and less severe over the years and disappear in about half of all affected children before adulthood. In one form of asthma, called intrinsic asthma, however, the attacks become less frequent and less severe, but recovery between them is less complete. The bronchi in such patients become chronically narrowed, causing a progressive loss of capacity for physical exertion. The prevalence of asthma is only about 1 or 2 percent worldwide but varies greatly from country to country. In the United States, asthma affects about 6.9 percent of children. Typically, an asthma attack begins within minutes after exposure to a triggering agent. Symptoms include a sensation of tightness in the chest, coughing and wheezing, and difficulty in breathing. Persons having attacks usually find it more difficult to exhale then inhale, which causes overinflation of the chest and impaired lung functions. The breathing difficulty is alleviated somewhat by leaning forward and supporting the trunk with the arms on some object. Attacks that last several hours or more, even several days, despite treatment are called status asthmaticus. Patients with this condition develop a rapid pulse as the heart attempts to compensate for the lack of oxygen in the blood by beating faster. They also develop signs of exhaustion and dehydration. On a long-term basis, asthma usually is managed by determining the agent responsible for the attacks so that the patient can avoid it. When avoidance of allergens is not feasible, patients can sometimes be

Balzac and the Little Chinese Seamstress by Dai Sijie Essay -- Balzac

Balzac and the Little Chinese Seamstress by Dai Sijie Throughout his novel Balzac and the Little Chinese Seamstress, Dai Sijie illustrates the powerful influence that books have on their readers. Through his narrative, he establishes his stance on the controversial issue of whether or not storytelling is good. He combines countless events and feelings to create a novel that demonstrates the good of storytelling and the iniquity of book banning and burning. In the end, Sijie portrays storytelling as a means of good entertainment, enlightening experience and positive encouragement. First and foremost, Sijie displays storytelling as a means for entertainment, and in turn, as something good. He portrays Luo as an incredible storyteller. His creativity and ability to capture his audience sets him apart from the other boys on the mountain. The narrator describes the amazing effect that Luo’s film reenactments have on the village people. The headman is so enthralled that he gives Luo and the narrator the opportunity to view more films so that Luo can reproduce the stories developed in the films to both him and the other villagers (18-20). The headman’s fascination with these films portrays storytelling’s ability to entertain. While some readers may feel that entertainment is not necessarily a positive thing as it gives people new and possibly dangerous thoughts and ideas, Luo’s storytelling allows the people of the mountain village to escape the caged reality in which they live. These people use the stories to experience the excite ment and happiness that is absent from their lives. In this way, Sijie establishes storytelling as a form of positive entertainment. Through his own story, Sijie proves to the reade... ...dness found in all stories. As he follows the lives of three different characters and their experiences with stories, Sijie proves that storytelling plays an important positive role in the lives of many, if not all, people. Through his portrayal of storytelling as a channel of entertainment, enlightenment, and hope, he advocates the goodness of books. By leaving his audience with a sense of wonder, he makes concrete the effect that stories have on the lives of all people as striving intellectual individuals. Works Cited Plato. â€Å"The Allegory of the Cave.† The Arlington Reader: Canons and Contexts. Ed. Lynn Z. Bloom and Louise Z. Smith. Boston: Bedford, 2003. 723-26. Sanders, Scott Russell. The Force of Spirit. Boston: Beacon Press, 2000. Sijie, Dai. Balzac and the Little Chinese Seamstress. Trans. Ina Rilke. New York: Anchor-Random, 2002.

The Relationship Between Human Health and the Built Environment

Undertaking 1Built environment is straight associated with wellness of people populating, working and playing in them and has different impact on different age groups, therefore plays critical portion in human wellness. Increasing cost of wellness, instances of diabetes, fleshiness and other diseases, deficiency of exercising due to transport vehicles domination, easy fast nutrient and limited societal assemblages due to technological promotions adds to wellness jobs in Australia. New South Wales ( NSW ) section of wellness has proposed a wellness built environment plan ( HBEP ) , which focuses on redesigning and developing built environment to better overall wellness utilizing best in category patterns and policies. Evidence gathered by NSW section of wellness identified deficiency of physical activity, low quality nutrient and improper communicating between communities as the taking grounds behind wellness jobs. Paper focuses on how can these hazards be lowered by modifying the bui lt environment. HBEP plan focal points on how reinforced environment can be improved to better wellness. Discussion on benefits of increased physical activity on wellness were made along with the grounds on how reinforced environment alteration can actuate people to increase physical activity. Evidence has been provided on how political, economic, societal and policies related to construct environment can act upon physical activity positively. Critical analysis on how high residential denseness country in reinforced environment of society, distance to street markets, maintained pathwaies, along with little design elements alteration can increase degree of physical activity. A developing form in the constellation, urban arrangement, and renewing careers is one that explores how build environment helps the wellbeing issues of Australia. This position is focused around the idea that deficient eating methodological analysis and stationary life builds the danger for some unwellnesss, for illustration, cardiovascular illness, high blood pressure, colon malignance, kind 2 diabetes, osteoporosis, stalwartness, jitteriness and depression. An agreement now exists among wellbeing research workers, curative professionals and different experts that a dynamic life style lessens the danger for some ceaseless infections and/or encourages the effectual disposal of those illnesss. Inside this scene, the dynamic life development emerged a twosome of old ages prior to strike the stationary society issue. It focused on the betterment of a life style that incorporates physical action into twenty-four hours by twenty-four hours agendas, with the aim of aggregating negligibly 30 proceedingss of motion every twenty-four hours by sauntering, bicycling, working out, working in the pace, taking the steps, or take parting in some other sort of physical action. Further perceptual experience of people towards physical activity in reinforced environment was discussed and how this can be molded in support of physical activity utilizing built environment redevelopment policies was analyzed. HBEP plan besides considers built environment alteration for school and college substructures besides in order to do the new coevals accustomed with the importance of wellness every bit early as school. Overall research on societal ecological theoretical account is done sing the impact of policies related to society, political relations, built environment and economical on physical activity. Further a elaborate research on the impact of built environment on community strengthening was conducted and failings were found related to hapless self residential determination devising and carelessness of wellness variables in built environment which were so included in HBEP policy plan. Gap analysis between built environment impact on societal connexion amongst peopl e and community authorization was analyzed. HBEP policy considers bridging this spread through improved communicating between built environment section and wellness section of Australia. Paper besides reviews literatures the impact of advertisement of fast nutrients on their ingestion and how it leads to increases instances of diseases. It was found that there is no proper consideration of relationship between advertisement of bad nutrient and jobs originating due to ingestion of that nutrient. Evidence were found by NSW section of wellness that built environment of schools besides had no proviso of commanding advertisement of fast nutrients around school campuses. It was found that reinforced environment policy did non had any methodological analysis to see the impact of hapless nutrient handiness on the wellness. HBEP proposes a qualitative and quantitative survey to understand the relationship with nutrient in reinforced environment of schools and even residences and advance good nutrient within the environment. Exploration is needed on all parts of the based environment ‘s consequence on sound nourishment debut in Australia. While assorted immense graduated table surveies have been attempted appraising handiness of less than great nutriment, their consequences need to be farther investigated through complex quantitative and qualitative analysis. Advancement of an mixture of socially huffy geographic expedition embraced in diverse urban metropoliss and towns will allow more reliable generalisations to underpin attack. Further paper proposes that making a healthy built environment must be taken attention of critically through better communicating and apprehension, choice leading and relationship edifice. This paper unites a proof base of bing scrutiny to rede solid nature ‘s sod attacks and motions. It similarly helps to the identii ¬?cation of parts of geographic expedition in which reinforced environment policy deficiencies. The Survey ‘s cardinal message is that there is a solid relationship between persons ‘ well-being and built environment and this relationship is really complex. This paper talks about the undertakings, which need to considered in reinforced environment policy of Australia so that healthy environments can be built and jobs can be lowered.Social interaction are determiners of good wellnessThis statement was mentioned on page 75 of paper and was raised in order to better the societal interactions amongst community people so that reinforced environment can be socially healthy. I wholly agree with this statement in the context of the paper and otherwise. Social interactions improves information flow between people, which can be good for the socie ty as affairs like hapless nutrient around the built environment, cleanliness of workplace, residential society and other topographic points which can impact wellness. It will besides farther better the overall quality of physical and societal environment in communities therefore beef uping the good wellness. Majority of people who will profit from societal interaction are old age people who non so frequently acquire opportunities to socialise. Harmonizing to a study done by University of Rochester medical centre, people who frequently socialize more than other does, populate more and happy ( University of Rochester, 2014 ) . Apart from that, there are many wellness advantages of societal interaction, which are discussed below to farther back up the statement: –Frequently people who socially interact have low blood force per unit area degrees than people who do non interact frequently.Low hazard of Alzheimer’sCan assist one overcome solitariness and depression.Less or no hazard of malignant neoplastic disease and cardiovascular related jobs.Everybody needs to experience idolized and upheld peculiarly as we develop more seasoned. As we age, comrades truly might be line of lifes. Social interaction, offering, being in contact with other people who have dynamic, included lives gives populating a ground. Offer to comrades Plutos duplicate the delectations and separation the hurts. Vast, augmented households that were on a regular basis accessible for endorsing are presently less. The sum of one-person household units has expanded. Persons on a regular basis move a long manner from their households to work or vacate. In any instance remaining associated with household, comrades and exercisings has ne'er been more critical. A few surveies report fewer colds, lower circulatory strain and lower bosom rates in members with solid societal ties. Detail indicates that matrimony, possibly the strongest tie, adds old ages to future. Furthermore, self-destructi on, emotional instability and spirits maltreatment rates are much lower when persons interact socially on a higher degree ( Gold, 1999 ) . Another survey from the US recommends that societal coaction ought to be viewed as an indispensable component for turning lifetime, on a criterion with other wellbeing and lifestyle constituents, to the grade that low societal connexion hurts life span to the extent that liquor dependence and smoke, has more consequence than absence of activity, and is twice every bit destructive as fleshiness ( Louv, 2012 ) . Analysts at Brigham Young University ( BYU ) in Provo, Utah, directed a meta-examination of distributed surveies and found that holding societal ties with comrades, household, neighbours and associates can heighten our opportunities of endurance by 50 for every penny. You can read about their survey online in a paper distributed in the July issue of PLOS Medicine. Mentions: –Louv R. , 2012, Health benefits to kids from contact with the out-of-doorss and nature, [ Online ] , Available from: – hypertext transfer protocol: //www.childrenandnature.org/downloads/CNNHealthBenefits2012.pdf [ Accessed on 13th June, 2014 ]University of Rochester, 2014, Older grownups and importance of societal interaction, [ Online ] , Available from: – hypertext transfer protocol: //www.urmc.rochester.edu/encyclopedia/content.aspx? ContentTypeID=1 & A ; ContentID=4513 [ Accessed on 13ThursdayJune, 2014 ]Gold E. , 1999, Benefits of societal interaction, [ Online ] , Available from: – hypertext transfer protocol: //www.valueoptions.com/april06_newsletter/benefits_of_social_interactions.htm [ Accessed on 13th June,2014 ]

Positive Psychological Effects on Exercise

â€Å"Positive Psychological Effects of Exercise† Kelsey Leavitt Thomas G. Plante, C. C. (2006, April 10). Psychological Benefits of Exercise Paired with Virtual Reality. Retrieved from http://web. ebscohost. com. ezproxy. tntech. edu/ehost/detail? vid=5&sid=2e69bd11-298b-4674-98ca8d42db4513b4%40sessionmgr110&hid=126&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=pdh&AN=2006-04110-006 Introduction Numerous studies showed that a daily routine of exercise made people live longer lives, had healthier bodies, and were in a more positive psychological state than the people who did not perform exercise as part of their lifestyle.Majority of my family members were overweight and I witnessed many psychological effects that took a toll on their bodies and interfered with their work routine and also their social life. On the other hand, when I reached a certain age in my life, I knew that I did not want to have the health problems some of my family members did and decided to make exercise part o f my daily routine to decrease the negative psychological effects that it could have had on myself.Many people used the excuse; I do not have time for exercise or I didn’t have any money for a gym membership. To me, this was just an excuse because anyone can take thirty minutes a day and go for a walk through the park or jog through the neighborhood, which cost no money at all. â€Å"Research demonstrated that individuals who exercised with others, that involved virtual reality stimulation, or getting feedback aimed at improved self efficiency and enjoyment, greater increase in stress reduction, mood, and well-being, and reduced anxiety and depression† (Plante 1).In the database I researched, a sample of 112 psychology students participated in a study designed to measure momentary mood states which included, energy, calmness, tension, and tiredness. The participants in the exercise experienced the lowest level of tiredness. Overall, â€Å"this study suggested that the combination of virtual reality and exercise improved some of the positive psychological effects of exercise compared with virtual reality or exercise alone† (Plante 1). Purpose The purpose of this article was to investigate the role of virtual reality on the psychological benefits of exercise.The article showed forty-seven male and sixty-five female psychology students who participated in a study and were asked to complete the AD-ACL questionnaire which measured state energy, calmness, tiredness, and tension. â€Å"It was predicted that when virtual reality was paired with exercise, it would positively influence the mood benefits of exercise† (Plante 1). Participants were then randomly assigned to one of three conditions: a twenty minute brisk outdoor walk, combined virtual reality with walking on a treadmill, and virtual reality without exercise condition. Among all participants, there were no significant effects on energy, calmness, or tiredness. However, there were significant effects for tension† (Plante 1). The results of this study were determined by running a series of sample t-tests, which concluded a p-value that clarified whether the test had a significant effect or a non-significant effect. I learned from my adaptive class, that having a p-value less than 0. 5 is significant and anything above that is non-significant, which is how I determined the results from reading the chart of scores from this study. The results suggested support from the hypotheses as virtual reality did boost positive mood benefits when paired with exercise† (Plante 1). As mentioned earlier, the exercise environment contributed to psychological benefits of exercise by affecting well-being, confidence, enjoyment, mood, and self-efficiency. Problem A quote that I like to live by stated, â€Å"One can talk the talk, but can one walk the walk†? I believe that this had a lot to do with the problems with exercise. Despite all the physical and psychol ogical benefits associated with exercise, exercise involved a risk of serious injury.Exercise related injuries consisted of pulled muscles, sprains, strains, fractures, and dislocations. Individuals that were out of shape, failed to wear correct shoes, or improper use of the exercise equipment were more likely to be injured during exercise. Another problem with exercise was obsession. Believe it or not, one can exercise too much, which caused more harm than good mentally. Excessively exercising can cause one’s body to burn out, which had an increased risk of injury.If an individual became obsessive about their appearance, it would lead them to poor self-esteem and developed into a bad attitude about the psychological purpose of exercise. Solution There were many ways for individuals of all ages and sizes to improve and help cope with the psychological problems of exercise. Wearing proper protective equipment, proper clothing and shoes, and even having a gym owner show you the proper way to use their exercise equipment are all ways that helped reduce the risk of injury involved with exercise today.Also, creation of a comfortable, proper daily exercise routine reduced the risk of an individual becoming burnt out or becoming obsessive with exercise. Lastly, another solution to the psychological effects of exercise is the production of endorphins. Endorphins are produced from exercise and have relieved pain, stress, and enhanced the immune system. Based off the research, the environment that an individual chose to exercise in helped with the psychological benefits of exercise as well.The results from this article demonstrated that indoor  exercises  were more relaxing. An indoor environment proved to be more calming because it was an enclosed and secure area, and there were minimal distractions. Furthermore, â€Å"our findings suggest that an individual's decision to workout indoors or outdoors could be influenced by whether he or she is attempted to r elax or energize† (Plante 1). For example, one chose to run outside in the morning to increase energy levels or one chose to run indoors in the evening to wind down and decrease tension before bed.

Linguistics Essay

The first is that there may be an over-preoccupation with one particular feature that may well minimise the significance of others that are equally important. (Wetherill. 1974, 133) The second is that any attempt to see a text as simply a collection of stylistic elements will tend to ignore other ways whereby meaning is produced. (Wetherill. 1974, 133) Implicature In ‘Poetic Effects’ from Literary Pragmatics, the linguist Adrian Pilkington analyses the idea of ‘implicature’, as instigated in the previous work of Dan Sperber and Deirdre Wilson. Implicature may be divided into two categories: ‘strong’ and ‘weak’ implicature, yet between the two extremes there are a variety of other alternatives. The strongest implicature is what is emphatically implied by the speaker or writer, while weaker implicatures are the wider possibilities of meaning that the hearer or reader may conclude. Pilkington’s ‘poetic effects’, as he terms the concept, are those that achieve most relevance through a wide array of weak implicatures and not those meanings that are simply ‘read in’ by the hearer or reader. Yet the distinguishing instant at which weak implicatures and the hearer or reader’s conjecture of meaning diverge remains highly subjective. As Pilkington says: ‘there is no clear cut-off point between assumptions which the speaker certainly endorses and assumptions derived purely on the hearer’s responsibility. ’ (Pilkington. 1991, 53) In addition, the stylistic qualities of poetry can be seen as an accompaniment to Pilkington’s poetic effects in understanding a poem’s meaning. Stylistics is a valuable if long-winded approach to criticism, and compels attention to the poem’s details. Two of the three simple exercises performed here show that the poem is deficient in structure, and needs to be radically recast. The third sheds light on its content. Introduction Stylistics applies linguistics to literature in the hope of arriving at analyses which are more broadly based, rigorous and objective. {1} The pioneers were the Prague and Russian schools, but their approaches have been appropriated and extended in recent years by radical theory. Stylistics can be evaluative (i. e. udge the literary worth on stylistic criteria), but more commonly attempts to simply analyze and describe the workings of texts which have already been selected as noteworthy on other grounds. Analyses can appear objective, detailed and technical, even requiring computer assistance, but some caution is needed. Linguistics is currently a battlefield of contending theories, with no settlement in sight. Many critics have no formal training in linguistics, or even proper reading, and are apt to build on theories (commonly those of Saussure or Jacobson) that are inappropriate and/or no longer accepted. Some of the commonest terms, e. g. deep structure, foregrounding, have little or no experimental support. {2} Linguistics has rather different objectives, moreover: to study languages in their entirety and generality, not their use in art forms. Stylistic excellence — intelligence, originality, density and variety of verbal devices — play their part in literature, but aesthetics has long recognized that other aspects are equally important: fidelity to experience, emotional shaping, significant content.

Customer Engagement on Facebook

Individual Research â€Å"Customer engagement of commercial brand community on Facebook† Ms. Benchawan Phumphuengsri ID: 543-9374 iMBA Batch 3 Section 19 BP6993 Individual Research Submitted to Assistant Professor Dr. Kriengsin Prasongsukarn Graduate School of business Assumption University Submission date: 12 April 2013 Word count: †¦Ã¢â‚¬ ¦.. words Abstract The rise of the Internet in worldwide there are opportunities and challenges have emerged for marketing brands and products.In its early days, the Internet was seen as an opportunity for marketers to communicate with consumers, and even to engage the customer in two-way communications. However, consumers are becoming overcome by marketers’ attempts to engage them in relationship marketing strategies. The marketing managers and planners should apply new ideas in order to make their brand community more effective because traditional web sites are no longer motivating customers to return and interact to the site. So it is important for the marketer to find out the strategy that involves the development of a virtual community around the brand by focusing on perceived benefits such as social benefits, entertainment benefits and economic benefits to the customer by using online media and social network which are more powerful marketing tools in the current day. In addition, interactions among members can influence the selection of brands, making effective communities very important for the company.In order to get a better understanding of the important factors of community engagement behaviour, this study will show which factor lead to successful online strategies for the marketing on Facebook fan page by using Product Moment Coefficient Pearson Correlation (Bivariate) to analyse the variables and explain that how social benefits, economic benefits and entertainment benefits have a relationship on customer community engagement behaviour. Acknowledgements To complete my individual research, I wo uld like to thank you my advisor Assistant Professor Dr.Kriengsin Prasongsukarn for all helpful advices and guidance since the beginning up to the individual research completion. Moreover I have learned many things from him during the consulting time and he motivated me to try harder to understand and apply his teaching to real practice. I would like to thank to all of my friends, iMBA section 19 for their advice and encouragement which supported me to finish this individual research. Thank you to respondents of my questionnaires.Lastly I would like to thank my family who always believe in me that I could do study and work at the same time. I hope this research will be benefits the business towards understanding ways to enhance customer engagement with their brands. Table of Contents CHATER 1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 INTRODUCTION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 1 1. 1 Background of the topic†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 1 1. 2 Statement of the problem†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 1. Research Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 1. 4 Scope of Research †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 4 1. 5 Limitations of research †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 4 1. 6 Significant of study †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 1. 7 Definition of terms †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 5 CHATER 2 LITERATURE REVIEW†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 2. 1 Theoretical Literature †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 5 2. 2 Related Literature Review †¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 2. 3 Summary table of findings of previous researches†¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ CHAPTER 3 RESEARCH CONCEPTUAL FRAMEWORK †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 3. 1 Theoretical Framework †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 3. 2 Conceptual Framework†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦ 12 3. 3 Research hypothesis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦.. †¦13 3. 4 Operationalization of the variables †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 14 CHAPTER 4 DATA ANALYSIS AND RESULT†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 4. 1 Method of Research †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 15 4. Source of Data †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 4. 3 Research instrument †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦. 15 4. 4 Data Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦ 16 4. 5 Summary of Hypotheses Testing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 22 CHAPTER 5 CONCLUSION AND RECOMMENDATION. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 23 5. 1 Conclusion †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦ 23 5. 2 Recommendation †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 24 5. 3 Future Study †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 25 REFERENCE†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. . 26 Appendix A Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 28 Appendix B Questionnaire †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Customer engagement in a Facebook commercial brand c ommunity CHAPTER 1 INTRODUCTION 1. 1 Background of the topic The reason to select the studying community engagement behaviors in a Facebook brand community of customers is because nowadays Facebook is a very famous social-networking website that has impacts on daily life and it socially influences the people’s choices. The world is moving toward the cyber world is which internet connections are easily access and reachable for every households and businesses.This study will show how the customer community engagement behavior affects perceived benefits of the Facebook commercial brand, and user of its services and applications. We will focus on both male and female respondents who are Facebook users and fans of at last one brand on Facebook, because these people can respond to our questionnaire effectively as they already experience social-networking. The company is looking for ways to brand loyalty among customers as the brand community offers both companies and customers new ways to engage with each other.Whilst companies aim at engaging with influencing members’ perceptions, loyal customers about the brand, sharing information, and learning from and about customers (Algesheimer et al. , 2005), customers perceive value through the variety of practices that they execute offline and online (Schau et al. , 2009). Although originally, an online brand community referred to a community on the www, recently social media network has been added to companies’ marketing and brand building activities (Kaplan and Haenlein, 2010).Attracted by the great number of users of Facebook so, the creative marketing activity in Facebook brand community will draw people to participate and make the brand succeed. This study will help the firm understand more about customer engagement in the Facebook brand community. 1. 1. 2 Social Network, Facebook Over the last years, the ways people search, share information and communicate with each other has changed dramaticall y (Hennig-Thurau et al. , 2010). Social media networks such as Facebook, Twitter, or YouTube are playing a major role and are more important in business communication.The changes force the company and brand to focus on online services in order to create relationships to customers. Facebook allows companies several services to contact and communicate with their customers. Fan pages are a very interesting tool for companies to use. Usual characteristics of fans are self-identification as a fan, cultural competence, emotional engagement, co-production and auxiliary consumption (Kozinets et al. , 2010). The Internet brought the possibility to overcome geographical restrictions and also help the company build fan communities world-wide.In practice, Facebook users can be fans of a fan page by pressing the â€Å"like-button,† then it identifies that they like this brand and will present their profiles on social network. The content and information of fan page is automatically posted to the customer is Facebook news feed, and the customer can post comments on the fan page, interact with the brand, forward offers from the page as well as the interact with other community members (Jahn and Kunz. ,2012). 1. 2 Statement of problem As a social network, Facebook has affected the social life and activity of people in several ways.With its availability on many mobile devices, Facebook allows users to continuously stay in touch with friends, relatives and other connections wherever they are in the world, as long as there is access to the Internet. It can also tie people with same interests or beliefs through groups and other pages. This study will help the company to understand more how community engagement behavior in Facebook is important to the company for implementing the technique to create company brand perception and gain market share via Facebook.In addition, engaging with the brand community in different behaviors, receive different relationship benefits, for e xample entertainment, may make customers more satisfied. This assumption is based on the reasoning that customers. This study will investigate how a customer engagement behavior affects consumers perceived benefits, and assume a positive relationship between the constructs. (Gummerus et al. , 2012) 1. 3 Research objectives The research objective is to study the affects of community engagement behaviour of Facebook commercial brand on perceived benefits.The company can know more insight of customer behaviour especially the company who focuses on social network marketing activities. This study will help the company create marketing and content to their page on Facebook effectively to increase perceived benefit of the brand. * To study community engagement behaviour has a positive relationship on social benefit * To study community engagement behaviour has s positive relationship on entertainment benefit * To study community engagement behaviour has a positive relationship on economic benefit 1. Scope of research The research studied the affects of community engagement behaviour on three factors of perceived benefits. The three independent variables of perceived benefits factors are social benefit, entertainment benefit and economic benefit. The respondents of this research are male and female Facebook user in Bangkok. This research result would be advantage to the marketing department of the company who has community page of their brand on Facebook they can apply more attractive activities for their members.This study will help them to monitor their Facebook fan page effectively after they understand the fact that the brand community will help a firm draws individual customers and to create relationships with those customers, and also establishing long-term relationships. 1. 5 Limitations of research There are some limitations to this study of customer community engagement behaviours of commercial brands on Facebook. The study is limited to the engagement behavi our in a Facebook commercial brand community, while customers also engage with the brand in other ways.The limitations that need to be considered are first, self-selection of respondents affects the results which may come from inactive community users. Second, the behavioural measures were reported by the respondents themselves, and do not know that the answers are from actual behaviour or not. Finally, because the findings are based on commercial brand on Facebook page and the respondent have to be both Facebook user and commercial brand community page so this will represent only some portion of target customer of the company not the whole market 1. Significant of the study The findings in this study have several implications for social media strategies, and help the company to understand why customers participate in the Facebook brand community which is important to increasing more numbers of Facebook users to become brand community members and towards develop marketing on Faceboo k, which is lower cost than other commercial media. Firms may want to encourage and reward consumers to become more active on the site to receive maximal perceived benefits from the community (Gummerus et al. 2012). 1. 7 Definitions of Terms Fan pages the important tool on Facebook for brand communication. The company can use to integrate and interact with the customers effectively (Dholakia et al. , 2004). Community engagement behaviour is the customer behaviour that is more value than purchasing the product or service, and can be defined as a customer’s behavioural manifestations that have a focus as motivational drivers rather than purchasing by the brand or firm (van Doorn et al. , 2010).Social benefits results from interaction among the company and consumer and mention to recognition and also friendship (Gweinner et al. , 1998). Entertainment benefits is the relaxation and fun which customer perceive and could encourage community participation (Dholakia et al. , 2004). E conomic benefits refer to people joining brand communities in order to get discounts and time savings, or to take part in marketing activity campaign and competitions (Gwinner et al. , 1998). CHAPTER 2 LITERATURE REVIEW 2. Theoretical Literature Customer engagement in brand communities Customer engagement in brand communities causes the customer’s interactive experiences direct to the brand, is context-dependent, and develops consumers’ experience of brand value (Brodie et al. , 2011). Customer engagement is sometimes used to represent the highest form of loyalty (Bowden, 2009; Roberts and Alpert, 2010), but as behavioural indicator it comprises all kinds of behaviours, not only those that are characteristic of high degrees of loyalty (Libai, 2011; Narayandas, 1998).The customer engagement consists of five dimensions. First, customer engagement can be defined in a different ways depending on customer time, interest or preference this called customer’s resources. Second, it can generate in different of outcomes for the customer such as improvement in the service. Third, it can be different in scope and be momentary, for example on going behaviour or issuing a complaint. Fourth, it has various impact on the company both negative and positive impact. Fifth, customer can engage in the behaviours for specific purposes (van Doorn et al. , 2010).Consumers engage in a number of behaviours that tie their relationship with the brand. For example frequency of visit, buying behaviours, and intended behaviour which go beyond the traditional measure of the loyalty of the customer (Gummerus et al. , 2012). Perceived benefits of customer engagement in brand communities Before the existence of Web 2. 0, the customers did not consider social benefits important in an online context. They sought to experience trust benefit and special treatment benefit such as saving time and receiving special service rather than experience social benefit (Yen and Gwinner, 20 03).The previous research studied on practical benefits which included informational and instrumental benefits (Dholakia et al. , 2004) which are often achievable through a Facebook fan page set up by the company. This study is focused on social, entertainment and economic benefits which we called perceived benefits. The reasons that people use social networking site are social connections such as keeping in touch with their friends and exchanging information such as events or gossip, (Raacke and Bonds-Raacke, 2008). In similar interest, Foster et al. 2010) found the important motivation of people to participate the social network is the perceived information value from the community and the connection to their friends. The experiential value that derives the satisfaction of the customer of using online services is entertainment (Mathwick et al. , 2001; Nambisan and Baron, 2009; Nonnecke et al. , 2006). Entertainment benefit can be expected as an important more than e-commerce in a brand community context. The Facebook fan pages spend their time with the community page such as game applications (Gummerus at al. 2012). Many previous researches also show that entertainment plays an important role as shared and consumed content on social networking sites (Sheldon, 2008; LaRose et al. , 2001). Economic benefits (Gwinner et al. , 1998) mention to people connecting brand communities because they want to get discounts and time savings, or to be a part in awards and competitions. 2. 2 Related Literature Review Brand Community The companies aim to engage with the loyal customers, influencing the member to have good perception toward the brand, distributing information and earning form and about customers (Algesheimer et al. , 2005), customer perceive value from the variety of practice that they perform online and offline (Schau et al. , 2009). An online brand community referred to a community on the World Wide Web, recently social media has been added to companies†™ marketing and brand building activities (Kaplan and Haenlein, 2010). In this study, brand community is defined as a group of people who possess a particular brand or who have a strong interest in a brand, and who are active both online and offline (Muniz and O’Guinn, 2001; Jeppesen and Frederiksen, 2006).Research on brand communities found several different dimensions, including geographic concentration, social context, size, and temporality (Dholakia et al. , 2004; McAlexander et al. , 2002). Regarding the size, Dholakia et al. , (2004) found the differences between small group-based communities and big communities in terms of motivation to join the communities. Another dimension is their temporality in communities, some are unchanging and others are short-term.The temporal stability of community members can be benefit to marketers as well as longevity associates with a long-term, stable market. Finally, geographically concentrated or scattered are considered as a dimens ion of communities (Hur at el. , 2011) The keys of brand community participation are hedonic and functional. Functional goals mention to information sharing among community members, while hedonic goals lead customer to have a positive experience over the interactions among the member (Holland and Baker, 2001).Regardless of which aim is established before a participation, the effect of brand community on private lives has been growing, for example over actual product consumption and purchasing, or the formation of opinions toward products or brands (Hagel and Armstrong, 1997), since they have been changing the role performed by existing reference groups (Constant et al. , 1996). The firms have begun to use brand communities for the strategic purpose of getting closer to a specific target market segment.Members of a brand community define the outline and particular community activities by the inter-relationships between members who like the same brand, and as they share information ab out the brand (Muniz and Schau, 2005), they set up brand-centered sub-culture (Schouten and McAlexander, 1995), which could be applied for companies’ brand-building strategies. Then, the interaction between brand communities and companies is helpful for the firms to analyse customers’ characteristics and needs more accurately, so that firms can achieve long-term customer relationships at a lower cost. . 3 Summary table of findings of previous researches. There are many researchers who studied about the customer engagement, brand community, social networking, social benefit, entertainment benefit and economic benefit. The researcher name, objective and result are as follow: Table 2. 1 Previous empirical studies CHAPTER 3 RESEARCH CONCEPTUAL FRAMEWORK 3. 1 Theoretical Framework From previous research two engagement behavioural factors were found, one being community behaviour and one being transactional behaviours as independent variables (Gummerus et al. , 2012).The var iable measuring how often customers visit the page and react to the brand on Facebook. Therefore, the three constructs were social benefits, economic and entertainment benefits as mediator. The dependent variables were relationship outcome, one is satisfaction and one is loyalty. Figure 3. 1 Model of study on relationship benefits mediate the effect on customer engagement on relationship outcomes Source: Johanna Gummerus, Veronica Liljander, Emil Weman, Minna Pihlstrom, (2012),†Customer engagement in a Facebook brand community†, Management Research Review 35 (9), 857 – 877 . 2 Conceptual Framework The theoretical framework of relationship benefits mediate the effect on customer engagement on relationship outcomes (Gummerus et al. , 2012). The researcher adjusted the conceptual framework to study the relationship on customer engagement behaviour and perceived benefits as follows Figure 3. 2 Conceptual Framework There are three independent variables which are social benefit, entertainment benefit and economic benefit. The dependent variable of this conceptual framework is community engagement behaviour. . 3 Research hypothesis The hypotheses studies the relationship between customer engagement behaviour which is community engagement behaviour about the brand community on Facebook and perceived benefit which are social benefit, economic benefit and entertainment benefit and demonstrate that there is positive relationship of customer community engagement behaviour on perceived benefit for Facebook users in Thailand. Customer engagement in brand communitiesFrom previous studies, the researcher examined the customer behavioural engagement in a brand community relationship on perceived relationship benefits of Game Club in Facebook. For this study we will study a customer community engagement behaviour relationship on perceived relationship benefits of Facebook user in Thailand who are members of the commercial brand’s fan page. Perceived be nefits of customer engagement in brand communities From previous studies, the researcher examined the relationship benefits mediation of customer engagement on satisfaction and loyalty of Game Club in Facebook.For this study we will research the relationship of customer community engagement behaviour and perceived benefits which are social benefit, entertainment benefit and economic benefit of Facebook user in Thailand who is fan page of the commercial brand. Hence, the hypothesized model can be summarized as shown below: H1: Community engagement behaviour has a positive relationship on social benefits. H2: Community engagement behaviour has a positive relationship on entertainment benefits. H3: Community engagement behaviour has positive relationship on economic enefits. 3. 4 Operationalization of the variables CHAPTER 4 DATA ANALYSIS AND RESULT 4. 1 Method of Research The Facebook user who is a member of the fan page of the brand on Facebook is defined as a target group to distrib ute the questionnaire in order to test the hypothesis. The questionnaires are available into two methods; one is online questionnaire and second is questionnaire paper. The respondent who answered the questionnaire of this study is all Thai Facebook users and also being a fan page of commercial brand on Facebook.The questionnaire combined 4 constructs which are customer community engagement behaviour construct, social benefit construct, entertainment benefit construct and economic benefit construct and consists of 23 questions which this research applied the question from the previous study base on this research objectives. 4. 2 Source of Data This research was applied from the previous study of customer engagement on Facebook. The information was collected from 208 respondents who are Facebook users and members of a commercial brand fan page and were tested to prove the hypotheses.The researcher collected data by distributed 58 questionnaires in Siam Square, Assumption University a nd Thai Summit Tower building in Bangkok, and posted a questionnaire online for Thai Facebook users and there is 150 respondents from online questionnaire. The date duration to collect the data is 24th February 2013 to 12th March 2013. 4. 3 Research instrument The instruments for gathering the data for the research are online questionnaire and paper questionnaire.To test the hypothesis the question paper consists of varies specific questions to measure the relationship of community engagement behaviours on three perceived benefit, social benefit, economic benefit and entertainment benefit. The questionnaires consist of four constructs. The Community engagement behaviours the perceived benefit statement was measured on a Five-point Likert scale with the anchors â€Å"Strongly agree† – â€Å"Strongly disagree†. Table 4. 1 Measurement Scale 4. 4 Data Analysis In this research, there are three types of data analysis.First, this study uses descriptive analysis to ana lyse the frequency and percentage of the data in screening question and demographic information. Second, this research use reliability analysis to test the reliability of each question for dependent and independent variables. Finally, this research use inferential analysis to analyse the correlation between variables by using Pearson correlation (Bivariate). Descriptive Analysis After screening question of the questionnaire from 208 respondents there are 200 respondents who are Facebook users and be a member of brand fan page and 8 respondents who are not Facebook user.The following table shows the frequency and percentage of demographic by using descriptive analysis. Table 4. 2 Screening question Facebook user From table 4. 2 of 208 respondents, we found 200 respondents are Facebook users 96. 2% (200) and 3. 8% (8) are not Facebook user. Brand fan page on Facebook From table 4. 2, after the first screening question we got 200 respondents who are members of a brand fan page on Faceb ook. Frequency of visit fan page From the table 4. 2, the highest percentage of visits to brand fan page on Facebook of the respondents is 1-3 times per week and the lowest percentage is once a month or seldom.There are 37. 5% (75) of respondents who visit 1-3 times per week, 29. 5% (59) of visit daily, 20% (40) of 4-6 times per week, 7% (14) of 2-3 times per month and 6% (12) of once a month or seldom. Table 4. 3 Demographic information Factor of Gender From the table 4. 2, the highest percentage of respondents was female. There are 56. 5% (113) of female respondents and 43. 5% (87) of male respondents. Factor of Age From the table 4. 2, the highest percentage of respondents was age 25-29 years old and the lowest percentage is age below 20 years old.There are 69% (138) of age 25 to 29 years old, 16% (32) of age 21 to 24 years old, 12. 5% (25) of age 30 and above and 2. 5% (5) of age below 20 years old. Factor of education level From the table 4. 2, the highest percentage of respond ents was college/university level and the lowest percentage is high school level. There are 66. 5% (133) of college/university level, 31. 5% (63) of advance degree level and 2% (4) of high school level. Table 4. 4 The Analysis of Descriptive statistics of constructs by using Average Mean and Standard Deviation Reliability AnalysisThe purpose of testing the reliability is to measure the question of each variable by using Cronbach’s Coefficient Alpha test. The results of each variable are as follows: Table 4. 5 The reliability Analysis of Research Instrument From table 4. 5, the results show that the reliability of all variables is greater than . 6 so all questions are reliable to use for this study. Inferential Analysis There are 3 independent variables which are social benefit, entertainment benefit and social benefit to analyse the relationship with community engagement behaviour by using Coefficient Pearson Correlation (Bivariate).Each independent variable has a positive re lationship to community engagement behaviour and significant value is less than 0. 01 which means all hypotheses are fail to reject (supported). Hypothesis 1: Community engagement behaviour has a positive relationship on social benefits. Table 4. 6 The Analysis of relationship between Community engagement behaviour and Social benefit As the result in table 4. 6, the sig. is equal to . 000 which is less than . 01 (. 000

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