The B.1.617.2 (delta) Covid-19 variant has surged in India and spread worldwide. In a test-negative case–control study, the effectiveness of two doses of BNT162b2 was 94% against the B.1.1.7 (alpha) ...variant and 88% against delta; with the ChAdOx1 nCoV-19 vaccine, effectiveness was 74% and 67%, respectively. Protection after a single vaccine injection was low; two doses are needed.
A test-negative case–control study involving more than 6 million persons in England who received two doses of the ChAdOx1-S or BNT162b2 vaccine (interval, 3 to 12 weeks) showed high vaccine ...effectiveness against hospitalization and death from Covid-19 at 20 weeks or more after vaccination. Protection against infection waned. Waning was greater in older persons and those with underlying risk factors.
In a large case–control study in England, immunity to the omicron variant was very low and less than that to the delta variant 20 weeks after the second vaccine dose, regardless of the initial ...vaccine type. A booster dose of one of the mRNA vaccines improved efficacy to approximately 65 to 70%, but protection waned over a 10-week period.
Influencer marketing is the practice of compensating individuals for posting about a product or service on social media. Influencer marketing is on the rise, and many marketers now plan either to ...start using influencers or to increase their use of them in their media mixes. Despite such growth, relatively little strategic or academic insight exists that is specific to influencers. In this article, we describe the roots of influencer marketing and the many different types of influencers that now exist. We identify influencers’ three functional components: the audience, the endorser, and the social media manager. We then detail for each of these components the different sources of value influencers potentially offer marketers. We draw on relevant academic research to offer advice about how to leverage each component strategically. We close by describing how the interplay of these functional components makes influencers a potentially powerful—and undervalued—marketing tool.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
The continuum hypothesis states that both deterministic and stochastic processes contribute to the assembly of ecological communities. However, the contextual dependency of these processes remains an ...open question that imposes strong limitations on predictions of community responses to environmental change. Here we measure community and habitat turnover across multiple vertical soil horizons at 183 sites across Scotland for bacteria and fungi, both dominant and functionally vital components of all soils but which differ substantially in their growth habit and dispersal capability. We find that habitat turnover is the primary driver of bacterial community turnover in general, although its importance decreases with increasing isolation and disturbance. Fungal communities, however, exhibit a highly stochastic assembly process, both neutral and non-neutral in nature, largely independent of disturbance. These findings suggest that increased focus on dispersal limitation and biotic interactions are necessary to manage and conserve the key ecosystem services provided by these assemblages.
Artificial intelligence (AI) is at the forefront of a revolution in business and society. AI affords companies a host of ways to better understand, predict, and engage customers. Within marketing, ...AI’s adoption is increasing year-on-year and in varied contexts, from providing service assistance during customer interactions to assisting in the identification of optimal promotions. But just as questions about AI remain with regard to job automation, ethics, and corporate responsibility, the marketing domain faces its own concerns about AI. With this article, we seek to consolidate the growing body of knowledge about AI in marketing. We explain how AI can enhance the marketing function across nine stages of the marketing planning process. We also provide examples of current applications of AI in marketing.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Native advertising is a relatively new form of online advertising that matches the format of surrounding non-advertising content. The fact that native advertising blends into its context risks ...deceiving consumers who may be unaware the content they are viewing is actually advertising. Article-style native advertising, a native ad form that mimics the style of online news articles, is particularly concerning since consumers may not expect advertising to appear in such a format. Such concern is supported by research finding low efficacy of traditional disclosures on article-style native advertisements. We investigate a novel means of increasing ad recognition through the use of companion banner advertising. Across two experiments we demonstrate that inclusion of a companion banner boosts consumer recognition of the paid nature of article-style native advertising to the same degree as a traditional disclosure. In both cases we also find that the negative reactions caused by ad recognition are muted when a native ad is perceived as having higher sponsorship transparency. These effects occur for both familiar and unfamiliar brands. Taken together, results not only detail the efficacy of a new means of achieving adequate disclosure, but also develop greater understanding of how consumers respond to article-style native advertising.
•Recognition of native advertising can be triggered by companion banner advertising.•Companion banner advertising results in the same ensuing effects as text disclosure.•Companion banner advertising is effective for both familiar and unfamiliar brands.•Perceptions of sponsorship transparency mitigate negative effect of ad recognition.
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Despite the importance of microbial communities for ecosystem services and human welfare, the relationship between microbial diversity and multiple ecosystem functions and services (that is, ...multifunctionality) at the global scale has yet to be evaluated. Here we use two independent, large-scale databases with contrasting geographic coverage (from 78 global drylands and from 179 locations across Scotland, respectively), and report that soil microbial diversity positively relates to multifunctionality in terrestrial ecosystems. The direct positive effects of microbial diversity were maintained even when accounting simultaneously for multiple multifunctionality drivers (climate, soil abiotic factors and spatial predictors). Our findings provide empirical evidence that any loss in microbial diversity will likely reduce multifunctionality, negatively impacting the provision of services such as climate regulation, soil fertility and food and fibre production by terrestrial ecosystems.
Traditionally, the production and distribution of advertising material has relied on human effort and analog tools. However, technological innovations have given the advertising industry digital and ...automatic tools that enable advertisers to automate many advertising processes and produce "synthetic ads," or ads comprising content based on the artificial and automatic production and modification of data. The emerging practice of synthetic advertising, to date the most sophisticated form of ad manipulation, relies on various artificial intelligence (AI) techniques, such as deepfakes and generative adversarial networks (GANs), to automatically create content that depicts an unreal, albeit convincing, artificial version of reality. In this article, a general framework is constructed to better understand how consumers respond to all forms of ad manipulation. It is anticipated that this article will help explain how consumers respond to the more sophisticated forms of synthetic ads-such as deepfakes-that are emerging at an accelerating rate. To guide research in this area, a research agenda is developed focusing on three manipulated advertising areas: ad falsity, consumer response, and originality. Furthermore, the implications for theory and industry are considered.
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10.
The Challenges Native Advertising Poses Campbell, Colin; Grimm, Pamela E.
Journal of Public Policy & Marketing,
01/2019, Volume:
38, Issue:
1
Journal Article
Peer reviewed
Open access
Native advertising is a new form of online advertising that appears in many settings, such as blogs, social media, and entertainment and news publications. Native ads typically blend with their ...surrounding context, stem from sources or placements that do not signal advertising, lack overtly persuasive or sales-focused messaging, and have less clear material outcomes. Such characteristics raise ethical concerns because native ads are more difficult for consumers to identify and because they challenge concepts that are central to current deceptive advertising policy. Native advertising is a Federal Trade Commission enforcement priority, and the agency has developed guidelines for this new ad form. However, the unique characteristics of native advertising likely require novel approaches to protect consumers. In this article, the authors trace the evolution of regulation relevant to native advertising. They identify shortcomings and propose remedies that the Federal Trade Commission or industry could adopt to prevent consumer harm, detect infractions, and enforce its regulations. The authors also develop an agenda for future research needed to more fully inform public policy and industry response in this arena.
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