会展经济与管理新媒体营销中英文对照外文翻译文献Word格式.docx
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会展经济与管理新媒体营销中英文对照外文翻译文献Word格式.docx
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会展经济与管理新媒体营销中英文对照外文翻译文献@#@中英文外文翻译@#@(文档含英文原文和中文翻译)@#@原文:
@#@@#@SocialNetworksandtheMassMedia@#@Adaptedfrom:
@#@AmericanPoliticalScienceReview,2013,107@#@Socialnetworkinghasbecomeaneverydaypartofmanypeoples’livesasevidencedbythehugeusercommunitiesthatarepartofsuchnetworks.Facebook,forinstance,waslaunchedinFebruary2004byHarvardundergraduatestudentsasanalternativetothetraditionalstudentdirectory.IntendedtocoverinteractionbetweenstudentsatUniversities–Facebookenablesindividualstoencourageotherstojointhenetworkthroughpersonalizedinvitations,friendsuggestionsandcreationofspecialistgroups.TodayFacebookhasamuchwidertakeupthanjuststudentsatUniversities.Facebooknowfacilitatesinteractionbetweenpeoplebyenablingsharingofcommoninterests,videos,photos,etc.Sharing,@#@Somesocialnetworkpopulationsexceedthatoflargecountries,forexampleFacebookhasover350millionactiveusers.Socialnetworksprovideaplatformtofacilitatecommunicationandsharingbetweenusers,inanattempttomodelrealworldrelationships.Socialnetworkinghasnowalsoextendedbeyondcommunicationbetweenfriends;@#@forinstance,thereareamultitudeofintegratedapplicationsthatarenowmadeavailablebycompanies,andsomeorganizationsusesuchapplications,suchasFacebookConnecttoauthenticateusers,i.e.theyutilizeauser’sFacebookcredentialsratherthanrequiringtheirowncredentials(forexampletheCalgaryAirportauthorityinCanadausesFacebookConnecttograntaccesstotheirWiFinetwork).Thisabilitytocombineathirdpartyapplication(includingitslocaldata)toauthenticateusersdemonstratestheservice-orientedapproachtoapplicationdevelopment.Bytappingintoanalreadyestablishedcommunityaroundaparticularsocialnetworkingplatform,itbecomesunnecessarytorequireuserstoregisterwithanothersystem.@#@ThestructureofaSocialNetworkisessentiallytheformationofadynamicvirtualcommunitywithinherenttrustrelationshipsbetweenfriends.(Szmiginetal.,2006)identifyhow“relationshipmarketing”(identifiedasreferringtoallmarketingactivitiesdirectedtowardsestablishing,developingandmaintainingsuccessfulrelationalexchanges)canbefacilitatedthroughthecreationofon-linecommunities.Theydiscusshowon-linecommunitiescanbeusedtofacilitateinteractionandbondingbetweenconsumerandsuppliers,intermediatepartiesandspecificbrands.Similarly,(Shangetal.,2006)discusshowbrandloyaltycanbeachievedthroughvarioustypesofparticipationwithinanon-linecommunity(focusingspecificallyonthe–avirtualcommunityofAppleusersinTaiwan).Theydiscussthemotivationforindividualstopromotecertainproductsduringon-linediscussions(activeparticipants)andforotherstoremainaslurkers(passiveparticipants).Thestudyparticularlyfocusesontheincentivesforparticipantstocontributetoanon-linecommunity,basedontheperceptionofauseraboutthedegreeofrelevancetowardsanobjectthatisbeingdiscussed–focusingonbothcognitive(basedonutilitarianmotive–concerninganindividual’sconcernwiththecostandbenefitoftheproductorservice)andaffective(avalue-expressivemotive,referringtoanindividual’sinterestinenhancingself-esteemorself-conception,andinprojectinghis/herdesiredself-imagetotheoutsideworldthroughtheproductorservice).@#@Itisalsousefultounderstand,forinstance,howsuchtrustrelationshipscouldbeusedasafoundationforresource(information,hardware,services)sharing.Cloudenvironmentsaretypicallyfocusedonprovidinglowlevelabstractionsofcomputationorstorage.Usingthisapproach,auserisabletoaccess(onashortterm/rentalbasis)capacitythatisownedbyanotherpersonorbusiness(generallyoveracomputernetwork).Inthisway,auserisabletooutsourcetheircomputingrequirementstoanexternalprovider–limitingtheirexposuretocostassociatedwithsystemsmanagementandenergyuse.ComputationandStorageCloudsarecomplementaryandactasbuildingblocksfromwhichapplicationscanbeconstructed–usingatechniquereferredtoas“mash-ups”.StorageCloudsaregainingpopularityasawaytoextendthecapabilitiesofstorage-limiteddevicessuchasphonesandothermobiledevices.TherearealsoamultitudeofcommercialCloudproviderssuchasAmazonEC2/S3,GoogleAppEngine,MicrosoftAzureandalsomanysmallerscaleopencloudslikeNimbus(Keaheyetal.,2005)andEucalyptus(Nurmietal.,2009).ASocialCloud(Chardetal.,2010),ontheotherhand,isascalablecomputingmodelinwhichvirtualizedresourcescontributedbyusersaredynamicallyprovisionedamongstagroupoffriends.Compensationforuseisoptionalasusersmaywishtoshareresourceswithoutpayment,andratherutilizeareciprocalcredit(orbarte
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