AI Content To Human

AI Content To Human — independent reviews, comparisons, pricing and step-by-step guides on Aizhi.

  • Wide-column store

    Wide-column store

    A wide-column store (or extensible record store) is a type of NoSQL database. It uses tables, rows, and columns, but unlike a relational database, the names and format of the columns can vary from row to row in the same table. A wide-column store can be interpreted as a two-dimensional key–value store. Google's Bigtable is one of the prototypical examples of a wide-column store. == Wide-column stores versus columnar databases == Wide-column stores such as Bigtable and Apache Cassandra are not column stores in the original sense of the term, since their two-level structures do not use a columnar data layout. In genuine column stores, a columnar data layout is adopted such that each column is stored separately on disk. Wide-column stores do often support the notion of column families that are stored separately. However, each such column family typically contains multiple columns that are used together, similar to traditional relational database tables. Within a given column family, all data is stored in a row-by-row fashion, such that the columns for a given row are stored together, rather than each column being stored separately. Wide-column stores that support column families are also known as column family databases. == Notable examples == Notable wide-column stores include: Apache Accumulo Apache Cassandra Apache HBase Bigtable DataStax Enterprise (uses Apache Cassandra) DataStax Astra DB (uses Apache Cassandra) Hypertable Azure Tables ScyllaDB

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  • W3C Device Description Working Group

    W3C Device Description Working Group

    The W3C Device Description Working Group (DDWG), operating as part of the World Wide Web Consortium (W3C) Mobile Web Initiative (MWI), was chartered to "foster the provision and access to device descriptions that can be used in support of Web-enabled applications that provide an appropriate user experience on mobile devices." Mobile devices exhibit the greatest diversity of capabilities, and therefore present the greatest challenge to content adaptation technologies. The group published several documents, including a list of requirements for an interface to a Device Description Repository (DDR) and a standard interface meeting those requirements. The group was rechartered in 2006 to work in public towards the development of the Application Programming Interface (API) for a DDR. Early in 2007, the group launched a wiki and a blog to add to the public mailing list. The group subsequently published a formal vocabulary of core device properties, and an API called the DDR Simple API, which became a W3C Recommendation in December 2008. The group closed at the end of 2008, but with the intention of maintaining the Web pages, blog and wiki through W3C volunteer effort. == Publications == The DDWG published several W3C Working Group Notes and one W3C Recommendation. A W3C WG Note that articulates what the W3C and other organizations are doing or have already done with regard to device information. This document suggests an environment in which these technologies work together to meet the goals of content adaptation. The completed document was published on 31 October 2007. A W3C WG Note describing the ecosystem surrounding creation, maintenance and use of device descriptions. The completed document was published on 31 October 2007. A W3C WG Note describing a set of requirements for a reference repository of device descriptions. The completed document was published on 17 December 2007. A W3C WG Note describing a process to manage contributions to an initial core vocabulary, identification of key device properties, a formal initial core vocabulary and the identification of a maintainer for the core vocabulary. The details were contained in the Working Group Note describing the DDWG Core Vocabulary published on 14 April 2008. A W3C WG Note defining useful grouping and structure patterns in device descriptions. The Device Description Structures document was published as a Working Draft on 5 December 2008. The intention is that this document will be future input to other W3C groups. A W3C Recommendation defining a language-neutral programming interface to a Device Description Repository. The DDR Simple API was published on 5 December 2008. There is the possibility of future publications on the DDWG wiki describing implementations of the API in various languages, including Java, IDL, WSDL, C# etc. Much of the DDWG's material was developed in public via the DDWG Wiki and through their public mailing lists.

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  • Brand networking

    Brand networking

    Brand networking is the engagement of a social networking service around a brand by providing consumers with a platform of relevant content, elements of participation, and a currency, score, or ranking. Brand networking creates communities that serve as interactive destinations to encourage brand participation online and off. This evolved level of user participation with the brand facilitates strong relationships with consumers, leverages sales, and generates fan equity. The concept builds on the marketing literature on brand communities, which describes specialized, non-geographically bound groups of consumers organized around shared interest in a brand, and on subsequent research on social-media-based brand communities that examines how such groups operate when embedded in general-purpose networking platforms. == History == The development and growth of social networking in the early 2000s gave birth to brand networking. Brands saw the immediate potential to reach and interact with consumers through online platforms like Facebook and MySpace. At first, the ability to reach consumers through these platforms was inadequate; brands had the option to join as members or simply advertise on these sites. The potential existed to not only display advertisements to consumers, but to encourage them to interact with the brand. This is when brands made the shift to create their own networking platforms. Less evolved attempts to connect brands with consumers via networking are typically built as online platforms meant only to complement a product/service and are limited in functionality. Typically these sites offer consumers the opportunity to interact through discussion boards and group pages. The Guiding Light Community was built to complement the popular CBS television soap opera. The site offers members reward points for contributing content to discussion boards and blogs (which is all geared toward the show). == Structure == Brand networking is more than the utilization of a social networking platform; it is connecting consumers together and constructing relationships directly with the brand. Three key elements, in unity, create effective brand networking: relevant content, elements of participation, and a competitive currency. Websites in conjunction with other media types (television, radio, print) present content around a vertical industry, sector of interest, or cultural and social issues for a brand. This can be in areas such as health, marketing, or business, or any content relevant to the brand message. Such content is not only provided by the brand but also in the form of consumer-generated media. Research on brand-related user-generated content across major platforms suggests that the form and tone of consumer contributions vary by platform, with promotional content more common on some networks and response-oriented content on others. A brand provides participation with consumers online and offline. This is accomplished through the combination of typical social networking features online, such as personalised pages, friend lists, groups, and messaging, alongside elements of involvement offline. This is not simply connecting an online platform with mobile devices, but providing separate mobile features jointly with a secondary media type to drive online usage and build relationships with the brand on the go. By participating in mobile campaigns, users are interacting with the brand outside of traditional brick and mortar or e-commerce destinations. Empirical work on consumer brand engagement in social media frames such participation along cognitive, affective, and behavioural dimensions. The final element of brand networking involves incentivising participation with the other two elements. The addition of a currency or point system acts as an anchor to the brand and network and creates a competitive dynamic between consumers. These points are distributed for activity carried out outside of the networking site. By incentivising usage offline, the brand image is reinforced for the consumer and strengthens the relationship. Consumers are turned into promoters for both the brand and the users' benefit. The use of points, badges, leaderboards, and similar mechanics is described in the marketing literature as gamification, and has been linked to higher participation rates in mobile and loyalty programmes. == Fan equity == Fan equity is the idea that by locking in consumers to a brand, they are turned into fans of the brand. As fans, they promote, interact, and consume on a daily basis and become assets. Apple Inc. is one example of a company often cited as possessing fan equity. Customers of Apple are extremely brand loyal and are assets to the company. Creating a fan-generated brand is a difficult but effective method of business. Through the use of brand networking, a company is able to build a consumer or fan base that provides a strong relationship between business and consumers. The trust is formed and fans do a lot of work for the brand by word of mouth. Peer-to-peer channels are the strongest means of communication for a brand, but also one in which the brand can only influence and not control. Subsequent research links community engagement with brand trust, identifying community engagement as a mediator between social-media brand community participation and trust. This method of business is argued to be a relationship handled by the brand generally for its own gain. Many fans do not realise the work they are doing for companies by using their product or service. Facebook is a fan-based brand that has become a global phenomenon through customer use, with social media features such as sharing and commenting. With the growth of social media, marketing and advertising through social media has continued to expand. Brands can display and promote their products or services at a fast rate, with consumers sharing and contributing to the brand on a global scale. This can also be seen as online word of mouth exposure that can produce positive or negative feedback for brands. Once consumers become fans they are typically loyal, which can create positive word of mouth for a brand. Fans become a valuable asset, boosting the status and reputation of a brand. Different perceptions of brands can be linked to a person's origin or religion, which creates a difficulty when trying to enter a market or gain market share. Businesses need to be aware of the types of products or services they introduce to a specific market, ensuring they are culturally sensitive. Fan pages are created on social media to maintain the relationship between brands and consumers. By engaging and interacting with consumers, brands obtain fans and produce positive imaging. Some fans become attached to brands and are often encouraged to remain as fans through the use of celebrities endorsing the brand. Research on parasocial interaction in social-media environments suggests that one-sided emotional bonds that consumers form with endorsers and brand personae help convert ordinary followers into engaged fans.

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  • Link-richness

    Link-richness

    Link-richness is the quality, possessed by some websites, of having many hyperlinks. Classified advertising sites like Craigslist tend to be very link-rich, sometimes with hundreds of links on their main page. They help users find the links they are looking for by grouping links into clusters. Inadequate link richness has been described as frustrating to readers, as it reduces transparency of site content from the main page. Students new to wiki collaboration were found to need guidance in how to take full advantage of the medium's potential for creating link-rich content. Link-richness in some contexts can be distracting, as when an article is surrounded by extraneous links. Indeed, it is becoming accepted as a best practice for universities to have link-rich home pages that do not rely on user categorisation and exploration of long sequences of links and are not constrained by traditional boundaries between departments. Tools are sometimes needed to make the publishing of link-rich web sites tractable, and many people may lack the technical skills, time, or inclination to engage in hand- crafting new digital document forms. A link-rich site that is low on content is sometimes referred to as a "gateway site." Link-rich portals were popular on the Web in 2000. Yahoo! and other sites featuring categories with many links were heavily used and often required fewer than three clicks to reach the content. Web designers were creating flat sites with content positioned close to the top of pages.

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  • Gold (linker)

    Gold (linker)

    In software engineering, gold is a linker for ELF files. It became an official GNU package and was added to binutils in March 2008 and first released in binutils version 2.19. gold was developed by Ian Lance Taylor and a small team at Google. The motivation for writing gold was to make a linker that is faster than the GNU linker, especially for large applications coded in C++. Unlike the GNU linker, gold does not use the BFD library to process object files. While this limits the object file formats it can process to ELF only, it is also claimed to result in a cleaner and faster implementation without an additional abstraction layer. The author cited complete removal of BFD as a reason to create a new linker from scratch rather than incrementally improve the GNU linker. This rewrite also fixes some bugs in old ld that break ELF files in various minor ways. To specify gold in a makefile, one sets the LD or LD environment variable to ld.gold. To specify gold through a compiler option, one can use the gcc option -fuse-ld=gold. Fedora has moved gold from binutils into its own package due to concerns it is suffering from bitrot after Google's interest has moved to LLVM. In particular, gold does not read LDFLAGS variable, so cannot see libraries in folders like /usr/local/lib. On 2025-02-02 the 2.44 version of GNU Binutils removed gold from the default source distribution and into a separate package, stating that "the gold linker is now deprecated and will eventually be removed unless volunteers step forward and offer to continue development and maintenance".

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  • Matt Mullenweg

    Matt Mullenweg

    Matthew Charles Mullenweg (born January 11, 1984) is an American web developer and entrepreneur. He is known as a co-founder of the free and open-source web publishing software WordPress, and the founder of Automattic. == Early life and education == Mullenweg was born January 11, 1984, in Houston, Texas, to Chuck and Kathleen Mullenweg and grew up in the Willowbend neighborhood. His older sister was born in 1974. His father, who died in 2016, was a computer programmer who worked for Brown & Root, and encouraged his children to start using home computers at an early age. His mother was a stay-at-home mother. The Mullenwegs were raised Catholic. He attended Kinder High School for the Performing and Visual Arts, studying jazz and playing the saxophone. Mullenweg suffered from migraines as a child that forced him to miss extended periods of school. He attended the University of Houston for two years, studying philosophy and political science. He dropped out after his sophomore year in 2004 to work for CNET, which promised him that he could allocate time to the development of WordPress. == Career == Mullenweg began blogging in 2002 on the open source platform b2. B2 developer Michael Valdrighi abandoned the project and Mullenweg took it over in 2003. He and Mike Little created a b2 fork that year they called WordPress and published it under the GNU General Public License. In March 2003, he co-founded the Global Multimedia Protocols Group (GMPG) with Eric A. Meyer and Tantek Çelik. In April 2004, he helped launch Ping-O-Matic, a mechanism for notifying search engines about blog updates. In October 2004, he was hired by CNET who would allow him to develop WordPress part-time as part of his job. He dropped out of college and moved to San Francisco for the position. === Automattic === After leaving CNET in 2005, Mullenweg founded Automattic as a fully distributed company. Toni Schneider was hired as CEO so Mullenweg could learn how to manage a large organization. During this period, Mullenweg focused on product development while Schneider managed the company. In January 2014, Mullenweg resumed the role of CEO, replacing Schneider. He led Automattic's expansion and a series of acquisitions, including WooCommerce in 2015, The Atavist Magazine in 2018, Tumblr in 2019, Pocket Casts in 2021, and Beeper in 2024. Mullenweg received the Heinz Award for Technology, the Economy and Employment in 2016, for "helping to democratize online publishing". Automattic's valuation reached $7.5 billion in 2021. At the time, WordPress hosted 28 million websites, or 40 percent of all websites on the Internet. == Public disputes == On several occasions, Mullenweg has publicly challenged competitors to WordPress and WordPress.com. He has stated that he prefers to settle disputes in the court of public opinion and described his approach as "brinksmanship", noting that the potential cost of legal action could put Automattic in a "tough spot". In 2008, shortly before WordPress 2.5's release, Six Apart's Movable Type published "A WordPress 2.5 Upgrade Guide"—a comparison of their CMS with their rival, WordPress—as a company blog article that Mullenweg characterized as "desperate and dirty". In 2013, developers on the digital marketplace Envato were banned from speaking at WordPress events after he criticized the platform for selling WordPress themes with the graphics and CSS components under a proprietary license instead of the GPL. In 2016, Mullenweg accused Wix.com, a competitor to WordPress.com, of reusing WordPress's mobile text editor code in Wix's own mobile app without adhering to the terms of the GPL. Despite the license's requirement to publish anything built with GPL code under the GPL, Wix's CEO claimed that the company open-sourced their forked version of the component and satisfied the license's terms before the app switched to its own fork of the MIT-licensed text editor that the WordPress editor was based upon. The new fork added a clause to the MIT license that forbids redistribution under any other license. In 2022, Mullenweg criticized GoDaddy for not reinvesting in the WordPress project sufficiently. On January 9, 2025, the representative of the WordPress Sustainability team, Thijs Buijs, resigned via WordPress.org’s Slack channel, citing dissatisfaction with Matt Mullenweg’s December 24, 2024, Reddit post titled “What drama should I create in 2025?” highlighting concerns about what he described as “unsustainable leadership”. In response, Matt Mullenweg thanked Thijs Buijs for reminding him of the existence of a sustainability team, announced its disbanding, and subsequently closed Wordpress.org's #sustainability Slack channel. === Tumblr === Mullenweg began a three-month sabbatical from his role as CEO at the beginning of February 2024. During that time, Mullenweg engaged in a public feud with a transgender Tumblr user who, frustrated with the failure of Tumblr (owned by Automattic) to address transphobic harassment, posted that she wished Mullenweg would die in a comedic way. The user was subsequently banned. Responding to user uproar, Mullenweg addressed the ban in posts on his personal Tumblr blog, in which he characterized the post as a death threat, and shared private account information about the user. Mullenweg also responded to individual commenters on Tumblr in posts and direct messages, and went to Twitter to respond to the banned user's tweets about the situation. A few days later, transgender employees of Tumblr and Automattic made a post on the official Tumblr staff blog characterizing his response as "unwarranted and harmful" and stating that he did not speak on their behalf. They also said that the user's post was not a realistic threat of violence and not the reason for her ban. === WP Engine dispute === == Audrey Capital == Mullenweg is a principal at angel investment firm Audrey Capital, which he co-founded in 2008 alongside Naveen Selvadurai and Audrey Kim. As of 2024, the company lists investments in companies such as CoinDesk, MakerBot, Sonos, SpaceX, Ring, as well as software companies including Calm, Chartbeat, DailyBurn, Memrise, Genius, Nord Security and Telegram. It has also funded startups that provide services to web developers including Creative Market, GitLab, NPM, SendGrid, Stripe and Typekit. From 2017 to 2019, Mullenweg also served as a board member for GitLab. Mullenweg has employed a team of contributors to WordPress through Audrey Capital since 2010, who work separately from Automattic. On the 20th anniversary of WordPress' initial release, Mullenweg announced a scholarship program aimed at the children of significant contributors to open-source projects.

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  • Commercial skipping

    Commercial skipping

    Commercial skipping is a feature of some digital video recorders that makes it possible to automatically skip commercials in recorded programs. This feature created controversy, with major television networks and movie studios claiming it violates copyright and should be banned. == History == After the video cassette recorder (VCR) became popular in the 1980s, the television industry began studying the impact of users fast forwarding through commercials. Advertising agencies fought the trend by making them more entertaining. For many years, video recorders manufactured for the Japanese market have been able to skip advertisements automatically, which is done by detecting when foreign language audio overdub tracks provided for many programmes go silent, as advertisements were broadcast with a single language only. The first digital video recorder (DVR) with a built-in commercial skipping feature was ReplayTV with its "4000 Series" and "5000 Series" units. In 2002, the main television networks and movie studios sued ReplayTV, claiming that skipping advertisements during replay violates copyright. Later, five owners of ReplayTV represented by Electronic Frontier Foundation and attorneys Ira Rothken and Richard Wiebe countersued, asking the federal judge to uphold consumers' rights to record TV shows and skip commercials, claiming that features like commercial skipping help parents protect their kids from excessive consumerism. ReplayTV ended up filing for bankruptcy in 2003 after fighting a copyright infringement suit over the ReplayTV's ability to skip commercials. === Commercial skipping software === In addition to the DVR devices which existed in the private market since the late 1990s, towards the mid-2000s, due to the significant advances in home computers, Home theater PCs started gaining popularity in the private market and many users began using their Home theater PCs in their living room for entertainment purposes. Following this, many DVR programs were developed, including popular programs such as Windows Media Center, which contained all of the features of the DVR devices in addition to advanced features such as HDTV and the use of Multiple TV Tuner Cards. Some independent developers began developing independent software capable of skipping the commercial segments when playing recorded videos, and permanently removing the commercial segments from recorded video files. By 2014, many DVR programs such as Windows Media Center, SageTV and MythTV had the capability to skip commercials segments in recorded TV broadcasts after installing third-party add-ons such as DVRMSToolbox, Comskip and ShowAnalyzer, which use various advanced techniques to locate the commercial segments in the video files and save their locations to text files. The text files can also be fed into programs such as MEncoder or DVRMSToolboxGUI which can delete the commercial segments from the recorded video files. A few third-party tools such as MCEBuddy automate detection and removal/marking of commercials. One of the weaknesses of commercial skippers is that, operating automatically, they may misidentify program material as a commercial. Some programs like MCEBuddy provide the ability to fine-tune commercial detection for groups of files (e.g. by channel or country) and provide tools to manually fine-tune commercial segments for individual files. In May 2012, the US Dish Network began offering a DVR with what it calls AutoHop. The device would automatically skip commercials when displaying programming that the viewer had previously recorded with the PrimeTime Anytime feature. It does not skip ads on any live programs. US broadcasters were angered at the news, and FOX embarked on legal action. Most, but not all, of Fox's claims were dismissed; ultimately an agreement was reached whereby AutoHop would only become available for Fox stations seven days after a program is transmitted; terms of the settlement were not disclosed. == The future of TV advertisements == The introduction of digital video recorders and services with skipping and fast-forward capabilities enables viewers to avoid viewing interruptive advertisements in recorded programs, either manually or automatically. While advertising separate to television shows can be skipped, advertising in TV shows themselves ("product placement") cannot be skipped. Streaming services such as Hulu show shorter advertisements with a countdown timer and tailored to the viewers interests, asking interactive questions like "Is this ad relevant to you?".

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  • Polyfill (programming)

    Polyfill (programming)

    In software development, a polyfill is code that implements a new standard feature of a deployment environment within an old version of that environment that does not natively support the feature. Most often, it refers to JavaScript code that implements an HTML5 or CSS web standard, either an established standard (supported by some browsers) on older browsers, or a proposed standard (not supported by any browsers) on existing browsers. Polyfills are also used in PHP and Python. Polyfills allow web developers to use an API regardless of whether or not it is supported by a browser, and usually with minimal overhead. Typically they first check if a browser supports an API, and use it if available, otherwise using their own implementation. Polyfills themselves use other, more supported features, and thus different polyfills may be needed for different browsers. The term is also used as a verb: polyfilling is providing a polyfill for a feature. == Definition == The term is a neologism, coined by Remy Sharp, who required a word that meant "replicate an API using JavaScript (or Flash or whatever) if the browser doesn’t have it natively" while co-writing the book Introducing HTML5 in 2009. Formally, "a shim is a library that brings a new API to an older environment, using only the means of that environment." Polyfills exactly fit this definition; the term shim was also used for early polyfills. However, to Sharp shim connoted non-transparent APIs and workarounds, such as spacer GIFs for layout, sometimes known as shim.gif, and similar terms such as progressive enhancement and graceful degradation were not appropriate, so he invented a new term. The term is based on the multipurpose filling paste brand Polyfilla, a paste used to cover up cracks and holes in walls, and the meaning "fill in holes (in functionality) in many (poly-) ways." The word has since gained popularity, particularly due to its use by Paul Irish and in Modernizr documentation. The distinction that Sharp makes is: What makes a polyfill different from the techniques we have already, like a shim, is this: if you removed the polyfill script, your code would continue to work, without any changes required in spite of the polyfill being removed. This distinction is not drawn by other authors. At times various other distinctions are drawn between shims, polyfills, and fallbacks, but there are no generally accepted distinctions: most consider polyfills a form of shim. The term polyfiller is also occasionally found. == Examples == === core-js === core-js is one of the most popular JavaScript standard library polyfills. Includes polyfills for ECMAScript up to the latest version of the standard: promises, symbols, collections, iterators, typed arrays, many other features, ECMAScript proposals, some cross-platform WHATWG / W3C features and proposals like URL. You can load only required features or use it without global namespace pollution. It can be integrated with Babel, which allows it to automatically inject required core-js modules into your code. === html5shiv === In IE versions prior to 9, unknown HTML elements like

    and
  • Point-set registration

    Point-set registration

    In computer vision, pattern recognition, and robotics, point-set registration, also known as point-cloud registration or scan matching, is the process of finding a spatial transformation (e.g., scaling, rotation and translation) that aligns two point clouds. The purpose of finding such a transformation includes merging multiple data sets into a globally consistent model (or coordinate frame), and mapping a new measurement to a known data set to identify features or to estimate its pose. Raw 3D point cloud data are typically obtained from Lidars and RGB-D cameras. 3D point clouds can also be generated from computer vision algorithms such as triangulation, bundle adjustment, and more recently, monocular image depth estimation using deep learning. For 2D point set registration used in image processing and feature-based image registration, a point set may be 2D pixel coordinates obtained by feature extraction from an image, for example corner detection. Point cloud registration has extensive applications in autonomous driving, motion estimation and 3D reconstruction, object detection and pose estimation, robotic manipulation, simultaneous localization and mapping (SLAM), panorama stitching, virtual and augmented reality, and medical imaging. As a special case, registration of two point sets that only differ by a 3D rotation (i.e., there is no scaling and translation), is called the Wahba Problem and also related to the orthogonal procrustes problem. == Formulation == The problem may be summarized as follows: Let { M , S } {\displaystyle \lbrace {\mathcal {M}},{\mathcal {S}}\rbrace } be two finite size point sets in a finite-dimensional real vector space R d {\displaystyle \mathbb {R} ^{d}} , which contain M {\displaystyle M} and N {\displaystyle N} points respectively (e.g., d = 3 {\displaystyle d=3} recovers the typical case of when M {\displaystyle {\mathcal {M}}} and S {\displaystyle {\mathcal {S}}} are 3D point sets). The problem is to find a transformation to be applied to the moving "model" point set M {\displaystyle {\mathcal {M}}} such that the difference (typically defined in the sense of point-wise Euclidean distance) between M {\displaystyle {\mathcal {M}}} and the static "scene" set S {\displaystyle {\mathcal {S}}} is minimized. In other words, a mapping from R d {\displaystyle \mathbb {R} ^{d}} to R d {\displaystyle \mathbb {R} ^{d}} is desired which yields the best alignment between the transformed "model" set and the "scene" set. The mapping may consist of a rigid or non-rigid transformation. The transformation model may be written as T {\displaystyle T} , using which the transformed, registered model point set is: The output of a point set registration algorithm is therefore the optimal transformation T ⋆ {\displaystyle T^{\star }} such that M {\displaystyle {\mathcal {M}}} is best aligned to S {\displaystyle {\mathcal {S}}} , according to some defined notion of distance function dist ⁡ ( ⋅ , ⋅ ) {\displaystyle \operatorname {dist} (\cdot ,\cdot )} : where T {\displaystyle {\mathcal {T}}} is used to denote the set of all possible transformations that the optimization tries to search for. The most popular choice of the distance function is to take the square of the Euclidean distance for every pair of points: where ‖ ⋅ ‖ 2 {\displaystyle \|\cdot \|_{2}} denotes the vector 2-norm, s m {\displaystyle s_{m}} is the corresponding point in set S {\displaystyle {\mathcal {S}}} that attains the shortest distance to a given point m {\displaystyle m} in set M {\displaystyle {\mathcal {M}}} after transformation. Minimizing such a function in rigid registration is equivalent to solving a least squares problem. == Types of algorithms == When the correspondences (i.e., s m ↔ m {\displaystyle s_{m}\leftrightarrow m} ) are given before the optimization, for example, using feature matching techniques, then the optimization only needs to estimate the transformation. This type of registration is called correspondence-based registration. On the other hand, if the correspondences are unknown, then the optimization is required to jointly find out the correspondences and transformation together. This type of registration is called simultaneous pose and correspondence registration. === Rigid registration === Given two point sets, rigid registration yields a rigid transformation which maps one point set to the other. A rigid transformation is defined as a transformation that does not change the distance between any two points. Typically such a transformation consists of translation and rotation. In rare cases, the point set may also be mirrored. In robotics and computer vision, rigid registration has the most applications. === Non-rigid registration === Given two point sets, non-rigid registration yields a non-rigid transformation which maps one point set to the other. Non-rigid transformations include affine transformations such as scaling and shear mapping. However, in the context of point set registration, non-rigid registration typically involves nonlinear transformation. If the eigenmodes of variation of the point set are known, the nonlinear transformation may be parametrized by the eigenvalues. A nonlinear transformation may also be parametrized as a thin plate spline. === Other types === Some approaches to point set registration use algorithms that solve the more general graph matching problem. However, the computational complexity of such methods tend to be high and they are limited to rigid registrations. In this article, we will only consider algorithms for rigid registration, where the transformation is assumed to contain 3D rotations and translations (possibly also including a uniform scaling). The PCL (Point Cloud Library) is an open-source framework for n-dimensional point cloud and 3D geometry processing. It includes several point registration algorithms. == Correspondence-based registration == Correspondence-based methods assume the putative correspondences m ↔ s m {\displaystyle m\leftrightarrow s_{m}} are given for every point m ∈ M {\displaystyle m\in {\mathcal {M}}} . Therefore, we arrive at a setting where both point sets M {\displaystyle {\mathcal {M}}} and S {\displaystyle {\mathcal {S}}} have N {\displaystyle N} points and the correspondences m i ↔ s i , i = 1 , … , N {\displaystyle m_{i}\leftrightarrow s_{i},i=1,\dots ,N} are given. === Outlier-free registration === In the simplest case, one can assume that all the correspondences are correct, meaning that the points m i , s i ∈ R 3 {\displaystyle m_{i},s_{i}\in \mathbb {R} ^{3}} are generated as follows:where l > 0 {\displaystyle l>0} is a uniform scaling factor (in many cases l = 1 {\displaystyle l=1} is assumed), R ∈ SO ( 3 ) {\displaystyle R\in {\text{SO}}(3)} is a proper 3D rotation matrix ( SO ( d ) {\displaystyle {\text{SO}}(d)} is the special orthogonal group of degree d {\displaystyle d} ), t ∈ R 3 {\displaystyle t\in \mathbb {R} ^{3}} is a 3D translation vector and ϵ i ∈ R 3 {\displaystyle \epsilon _{i}\in \mathbb {R} ^{3}} models the unknown additive noise (e.g., Gaussian noise). Specifically, if the noise ϵ i {\displaystyle \epsilon _{i}} is assumed to follow a zero-mean isotropic Gaussian distribution with standard deviation σ i {\displaystyle \sigma _{i}} , i.e., ϵ i ∼ N ( 0 , σ i 2 I 3 ) {\displaystyle \epsilon _{i}\sim {\mathcal {N}}(0,\sigma _{i}^{2}I_{3})} , then the following optimization can be shown to yield the maximum likelihood estimate for the unknown scale, rotation and translation:Note that when the scaling factor is 1 and the translation vector is zero, then the optimization recovers the formulation of the Wahba problem. Despite the non-convexity of the optimization (cb.2) due to non-convexity of the set SO ( 3 ) {\displaystyle {\text{SO}}(3)} , seminal work by Berthold K.P. Horn showed that (cb.2) actually admits a closed-form solution, by decoupling the estimation of scale, rotation and translation. Similar results were discovered by Arun et al. In addition, in order to find a unique transformation ( l , R , t ) {\displaystyle (l,R,t)} , at least N = 3 {\displaystyle N=3} non-collinear points in each point set are required. More recently, Briales and Gonzalez-Jimenez have developed a semidefinite relaxation using Lagrangian duality, for the case where the model set M {\displaystyle {\mathcal {M}}} contains different 3D primitives such as points, lines and planes (which is the case when the model M {\displaystyle {\mathcal {M}}} is a 3D mesh). Interestingly, the semidefinite relaxation is empirically tight, i.e., a certifiably globally optimal solution can be extracted from the solution of the semidefinite relaxation. === Robust registration === The least squares formulation (cb.2) is known to perform arbitrarily badly in the presence of outliers. An outlier correspondence is a pair of measurements s i ↔ m i {\displaystyle s_{i}\leftrightarrow m_{i}} that departs from the generative model (cb.1). In this case, one can consider a differen

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  • Artificial Intelligence for Digital Response

    Artificial Intelligence for Digital Response

    Artificial Intelligence for Digital Response (AIDR) is a free and open source platform to filter and classify social media messages related to emergencies, disasters, and humanitarian crises. It has been developed by the Qatar Computing Research Institute and awarded the Grand Prize for the 2015 Open Source Software World Challenge. Muhammad Imran stated that he and his team "have developed novel computational techniques and technologies, which can help gain insightful and actionable information from online sources to enable rapid decision-making" - according to him the system "combines human intelligence with machine learning techniques, to solve many real-world challenges during mass emergencies and health issues". == How to use == It can be used by logging in with ones Twitter credentials and by collecting tweets by specifying keywords or hashtags, like #ChileEarthquake, and possibly a geographical region as well. == Use == It has been deployed in conjunction with UNICEF in Zambia to classify short messages related to AIDS/HIV received through the U-Report platform. AIDR was used for the first time during the 2010 Pakistan floods. The first real test of AIDR took place during the 2014 Iquique earthquake in Chile. == Related talks and events == Muhammad Imran delivered a keynote talk on the science behind the AIDR system at the International Conference on Information Systems for Crisis Response And Management (ISCRAM). Abdelkader Lattab and Ji Lucas also presented the system at the 2016 QCRI-IBM Data Science Connect event.

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  • Groundswell (book)

    Groundswell (book)

    Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies. It was published in 2008 by Harvard Business Press. A revised edition was published in 2011. The book attempts to explain a shift in the relationship between customers and companies, in which companies are no longer able to control customers' attitudes through market research, customer service, and advertising. Instead, customers are controlling the conversation by using new media to communicate about products and companies. == Synopsis == The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. Listening: Businesses should listen to their customers to understand what the market is looking for in their products. In order to do this, a company needs to find out if their customers are using social technologies and how they are using them. Talking: Instead of advertising to customers, marketing departments should find creative ways to connect with users about their experience with a product and their feelings about the brand. One common method is participation in social networks. Energizing: Enthusiastic customers are part of the groundswell, and companies can recognize and appreciate these customers by creating online communities and social platforms where they can connect with the brand and provide reviews. Supporting: Businesses can harness the support of their own employees by creating internal social applications for them to connect with the brand, also known as enterprise social software. == Groundswell in action == === Examples === Some companies distinguish their product through the use of social technologies. Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend? The groundswell spread marketing messages through Digg and YouTube with a small budget and little marketing experience. Other companies have been able to listen to and talk with the groundswell by building their own online communities. Procter & Gamble created beinggirl.com Archived 2016-04-10 at the Wayback Machine to introduce girls to P&G feminine care products. The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign. === Risks === Features of particular industries or companies can make direct customer engagement more difficult. For instance, some companies must work within industry regulations, national or multinational corporations must balance corporate and local engagement, and other companies must find ways to engage with customers on time-sensitive issues. == Reception == Kevin Allison of the Financial Times praised the book for its focus on Web analytics: "[Groundswell] is not so much a manifesto or a dissection of online culture as it is a how-to manual for executives and mid-level managers trying to navigate this fast-changing and often confusing environment." The book won the American Marketing Association Foundation’s Berry-AMA Book Prize for best marketing book of 2009. It was also listed by: Amazon, as one of the Top 10 Business & Investing Books of 2008 CIO Insight, as one of the Top 10 Business-Tech Books of 2008 and one of 10 Insightful Web 2.0 Books Fortune as Magazine as one of the 3 best Web books of 2008 Advertising Age as number 3 of 10 Books You Should Have Read BusinessWeek as one of the Best Innovation & Design Books of 2008 "strategy+business" as one of the Best Business Books 2008 and “Top Shelf” in Marketing

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  • International World Wide Web Conference Committee

    International World Wide Web Conference Committee

    The International World Wide Web Conference Committee (abbreviated as IW3C2 also written as IW3C2) is a professional non-profit organization registered in Switzerland (Article 60ff of the Swiss Civil Code) that promotes World Wide Web research and development. The IW3C2 organizes and hosts the annual World Wide Web Conference in conjunction with the W3C. The IW3C2 was founded by Joseph Hardin and Robert Cailliau at a meeting held in Boston, United States, on 14 August 1994 to prepare for the upcoming Second International World Wide Web Conference in Chicago. The IW3C2 formally became an incorporated entity in May 1996 at the fifth conference in Paris, France. The organization is governed by laws of the Swiss Confederation and the By-laws. == Abbreviation == The abbreviation for the International World Wide Web Conference Committee as IW3C2 is as follow: I- The I is represents the leading I in International. W3- The W3 represents the three 3 leading W's in World Wide Web. C2- The C2 represents the three 2 leading C's in Conference Committee. == Mission == The mission of the IW3C2 is: To coordinate the organization and planning of the international WWW conference series and ensure that it remains the foremost conference addressing World Wide Web research and development; To promote a collaborative spirit among conference attendees that is essential to the success of the series; To ensure the global geographical diversity of conference sites and provide support to local organizers at those sites; To make sure that all content arising from these conferences and forums is permanently and openly available on the widest possible scale; To preserve the history of the conference series; To encourage the global development of the World Wide Web through collaboration with WWW standards organizations; To provide a permanent, broad-based international body to achieve these purposes. == Conferences == The conferences are organized by the IW3C2 in collaboration with local organizing committees and technical program committees. The series provides an open forum in which all opinions can be presented, subject to a strict process of peer review. The proceedings of the conference are published in the ACM Digital Library. === Endorsed conferences === The IW3C2 has endorsed regional conferences devoted to a special topic of the Web by working with endorsed conferences on cross-promotion, publicity and programs. == Membership == Members of the IW3C2 are ordinary members, ex officio members, non-voting members, and officers. === Ordinary members === Ordinary members are elected for a period of 3 years during a general meeting. Members are nominated due to their recognition in the WWW community and represent themselves. Members can be re-elected only after at least one year of absence. The following are the founding members at the time when IW3C2 was officially incorporated in May 1996: Jean-François Abramatic Tim Berners-Lee Robert Cailliau Dale Dougherty Ira Goldstein Joseph Hardin Tim Krauskopf Detlef Krömker Corinne Moore R. P. Channing Rodgers Albert Vezza Stuart Weibel Yuri Rubinsky (died prior to incorporation) The following are the current (April 2016) ordinary members: Robin Chen Chin-Wan Chung Allan Ellis Wendy Hall - IW3C2 Chair Ivan Herman Arun Iyengar - IW3C2 Vice Chair Irwin King Yoelle Maarek Luc Mariaux - IW3C2 Treasurer Daniel Schwabe - IW3C2 Vice-Chair === Ex officio members === Ex officio members are selected from the immediate past conference general co-chairs and from future conference co-chairs. Their term expires one year after the conference they organized. Ex officio members can be elected as ordinary members. The following are current (April 2016) ex officio members and the conference with which they are affiliated: Jacqueline Bourdeau - WWW2016 James Hendler - WWW2016 Rick Barrett - WWW2017 Rick Cummings - WWW2017 Laurent Flory - WWW2018 Fabien Gandon - WWW2018 === Officers === The IW3C2 officers consist of a chairperson, a vice-chair (chairperson-elect), a secretary, a treasurer, and other appointees. Officers are elected during a general meeting (usually at the annual WWW conference) and serve for one year. They can be re-elected an indefinite number of times. == The Seoul Test of Time Award == This annual award, presented at the WWW conference, is made possible by a generous contribution from the organizers of WWW2014 (Seoul Korea). Recipients are determined by the IW3C2 and honor the author, or authors, of a paper presented at a previous WWW conference that has "stood the test of time." The first award, announced at WWW2015 (Florence Italy), recognized Sergey Brin and Larry Page, the founders of Google. The recipients of the WWW2016 award are LinkIn scientist Dr. Badrul Sarwar and University of Minnesota professors George Karypis, Joseph Konstan, and John Riedl (posthumous) for their work in item-item collaborative filtering.

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  • Unfold (app)

    Unfold (app)

    Unfold is a mobile application that allows users to create social media content using a variety of templates and other tools. It was founded in 2018 by Alfonso Cobo and Andy McCune. It enables users to add photos, video, and text with a variety of tools. In 2019, Unfold was acquired by Squarespace. == History == In January 2017, Alfonso Cobo was studying at Parsons School of Design when he realized there was no software or app that could create a portfolio of his work on an iPad. Cobo created an app called Portfolio, a basic version of a portfolio layout app, and the first one to exist for iPad. He launched it in 2017. After launching the first version of Portfolio, Cobo realized the more popular market and use case was on mobile. Around that time, Instagram was launching Stories. As a result, Cobo pivoted the app away from portfolios and instead focused on an app to showcase one's stories. Cobo later contacted Andy McCune, founder of social media account Earth, to collaborate with Unfold. Unfold also partnered with various companies to create custom templates. These include Equinox, Tommy Hilfiger, NARS, Billboard Music Awards, and Product Red. Unfold also launched a collection of Product Red templates to help eliminate HIV/AIDS in several African countries. In 2019, Squarespace acquired Unfold. The Unfold app has been downloaded over 60 million times and has been used to create over 1 billion Instagram stories. == Features == With Unfold, users can utilize hundreds of templates to make social content for social media platforms such as Instagram, Snapchat, and Facebook. The free app offers users basic templates and standard fonts, filters, and stickers, and there are also premium templates available for a monthly subscription. With Unfold+ and Unfold Pro (previously Unfold for Brands), users can access premium templates and tools, as well as upload custom brand assets and fonts. In 2020, Unfold launched Bio Sites, which allows users to link to multiple sites and platforms.

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  • Creepiness

    Creepiness

    Creepiness is the state of being creepy, or causing an unpleasant feeling of fear or unease to someone and/or something. Certain traits or hobbies may make people seem creepy to others; interest in horror or the macabre might come across as 'creepy', and often people who are perverted or exhibit predatory behavior are called 'creeps'. The internet, especially some functions of social media, has been described as increasingly creepy. Adam Kotsko has compared the modern conception of creepiness to the Freudian concept of unheimlich. The term has also been used to describe paranormal or supernatural phenomena. Some people have phobias which are irrational fears, which can make them perceive something as creepy. == History and studies == "Creepiness" is subjective: for example some dolls have been described as creepy, while what makes something "creepy" or "strange" to someone might seem normal to someone else. The adjective "creepy", referring to a feeling of creeping in the flesh, was first used in 1831, but it was Charles Dickens who coined and popularized the term "the creeps" in his 1849 novel David Copperfield. In the 20th century, association was made between involuntary celibacy and creepiness. The concept of creepiness has only recently been formally addressed in social media marketing. The sensation of creepiness has only recently been the subject of psychological research, despite the widespread colloquial use of the word throughout the years. Francis T. McAndrew of Knox College is the first psychologist to do an empirical study on creepiness. == Causes == The state of creepiness has been associated with "feeling scared, nervous, anxious or worried", "awkward or uncomfortable", "vulnerable or violated" in a study conducted by Watt et al. This state arises in the presence of a creepy element, which can be an individual or, as recently observed, new technologies. === Individuals === Creepiness can be caused by the appearance of an individual. Another study investigated the characteristics that make people creepy. Creepy people were thought to be more often male than female by an overwhelming majority of participants (around 95% of both male and female participants). Another study conducted by Watt et al. also found that participants associated the ectomorphic body type (more linear) with creepiness, more than the other two body types (51% vs mesomorphic, 24% and endomorphic, 23%). Other cues of creepiness included low hygiene, especially according to female participants, and a disheveled appearance. Participants also identified the face as an area with potentially creepy features: in particular the eyes and the teeth. Both of those physical features were deemed creepy not only for their unpleasant appearance (ex. squinty eyes or crooked teeth) but also for the movements and expressions they engaged it (ex. darting eye movements and odd smiles). In fact, appearance does not seem to be the only factor making an individual creepy: behaviors provide cues as well. Behaviors such as "being unusually quiet and staring (34%), following or lurking (15%), behaving abnormally (21%), or in a socially awkward, "sketchy" or suspicious way (20%)" are all contributing to a feeling of creepiness, as described by Watt et al.'s study. === Technology === In addition to other individuals, new technologies, such as marketing's targeted ads and AI, have been qualified as creepy. A study by Moore et al. described what aspect of marketing participants considered creepy. The main three reasons are the following: using invasive tactics, causing discomfort and violating of norms. Invasive tactics are practiced by marketers that know so much about the consumer that the ads are "creepily" personalized. Secondly, some ads create discomfort by making the consumer question "the motives of the company advertising the product". Finally, some ads violate social norms by having inappropriate content, for example by unnecessarily sexualizing it. It is marketing's extensive knowledge used in an improper way, together with a certain loss of control over our data, that creates a feeling of creepiness. Another creepy aspect of technology is human-looking AI: this phenomenon is called the uncanny valley. Humans find robots creepy when they start closely resembling humans. It has been hypothesized that the reason why they are viewed as creepy is because they violate our notion of how a robot should look. A study focusing on children's responses to this phenomenon found evidence to support the hypothesis. == Evolutionary explanation == Several studies have hypothesized that creepiness is an evolutionary response to potentially dangerous situations. It could be linked to a mechanism called agent detection which makes individuals expect malignant agents to be responsible for small changes in the environment. McAndrew et al. illustrates the idea with the example of a person hearing some noises while walking in a dark alley. That person would go in high alert, fearing that some dangerous individual was there. If that was not the case the loss would be small. If, on the other hand, a dangerous individual was actually in the alley and the person had not been alerted by this creepy feeling, the loss could have been significant. Creepiness would therefore serve the purpose of alerting us in situations in which the danger is not outright obvious but rather ambiguous. In this case, ambiguity both refers to the possible presence of a threat and to its nature, sexual or physical for example. Creepiness "may reside in between the unknowing and the fear" in the sense that individuals experiencing it are unsure if there truly is something to fear or not. Creepy characteristics are not simply caused by threat potential: in fact, ectomorphic body types are not the most powerful bodies and facial expressions are not a proxy of physical strength either. Therefore, creepiness is not only related to how threatening a characteristic is, in the sense of how dangerous and strong the individual can be. There are more facets to consider. Another characteristic of creepiness is unpredictable behavior. Unpredictability links back to this idea of ambiguity. When an individual is unpredictable it is not possible to tell when their behavior will turn violent: this adds to the ambiguity of a potentially dangerous situation. This theory is endorsed by studies. Not only is unpredictability directly listed as a creepy characteristic, but other behaviors, such as norm-breaking behaviors are indirectly linked with unpredictability. Such behaviors show that the individual does not conform to some social standards others would expect in a given situation. For example, the aforementioned staring at strangers or lack of hygiene—behaviors that make us uneasy or creeped out because they do not fit the norm and therefore are not expected. More generally, participants tended to define creepiness as "different" in the sense of not behaving, or looking, socially acceptable. Such differences point towards a "social mismatch". Humans have a natural system of detection of such mismatch: a physical feeling of coldness. When an individual is creeped out, they report feeling those "cold chills". This phenomenon has been studied by Leander et al, with relation to nonverbal mimicry in social interactions, meaning the unintentional copying of another's behavior. Inappropriate mimicry may leave a person feeling like something is off about the other. Absence of non-verbal mimicry in a friendly interaction, or the presence of it in a professional setting, raises suspicion as it does not follow the relevant social norms. Individuals are left wondering what other unusual behavior the other might engage in.

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  • Brand networking

    Brand networking

    Brand networking is the engagement of a social networking service around a brand by providing consumers with a platform of relevant content, elements of participation, and a currency, score, or ranking. Brand networking creates communities that serve as interactive destinations to encourage brand participation online and off. This evolved level of user participation with the brand facilitates strong relationships with consumers, leverages sales, and generates fan equity. The concept builds on the marketing literature on brand communities, which describes specialized, non-geographically bound groups of consumers organized around shared interest in a brand, and on subsequent research on social-media-based brand communities that examines how such groups operate when embedded in general-purpose networking platforms. == History == The development and growth of social networking in the early 2000s gave birth to brand networking. Brands saw the immediate potential to reach and interact with consumers through online platforms like Facebook and MySpace. At first, the ability to reach consumers through these platforms was inadequate; brands had the option to join as members or simply advertise on these sites. The potential existed to not only display advertisements to consumers, but to encourage them to interact with the brand. This is when brands made the shift to create their own networking platforms. Less evolved attempts to connect brands with consumers via networking are typically built as online platforms meant only to complement a product/service and are limited in functionality. Typically these sites offer consumers the opportunity to interact through discussion boards and group pages. The Guiding Light Community was built to complement the popular CBS television soap opera. The site offers members reward points for contributing content to discussion boards and blogs (which is all geared toward the show). == Structure == Brand networking is more than the utilization of a social networking platform; it is connecting consumers together and constructing relationships directly with the brand. Three key elements, in unity, create effective brand networking: relevant content, elements of participation, and a competitive currency. Websites in conjunction with other media types (television, radio, print) present content around a vertical industry, sector of interest, or cultural and social issues for a brand. This can be in areas such as health, marketing, or business, or any content relevant to the brand message. Such content is not only provided by the brand but also in the form of consumer-generated media. Research on brand-related user-generated content across major platforms suggests that the form and tone of consumer contributions vary by platform, with promotional content more common on some networks and response-oriented content on others. A brand provides participation with consumers online and offline. This is accomplished through the combination of typical social networking features online, such as personalised pages, friend lists, groups, and messaging, alongside elements of involvement offline. This is not simply connecting an online platform with mobile devices, but providing separate mobile features jointly with a secondary media type to drive online usage and build relationships with the brand on the go. By participating in mobile campaigns, users are interacting with the brand outside of traditional brick and mortar or e-commerce destinations. Empirical work on consumer brand engagement in social media frames such participation along cognitive, affective, and behavioural dimensions. The final element of brand networking involves incentivising participation with the other two elements. The addition of a currency or point system acts as an anchor to the brand and network and creates a competitive dynamic between consumers. These points are distributed for activity carried out outside of the networking site. By incentivising usage offline, the brand image is reinforced for the consumer and strengthens the relationship. Consumers are turned into promoters for both the brand and the users' benefit. The use of points, badges, leaderboards, and similar mechanics is described in the marketing literature as gamification, and has been linked to higher participation rates in mobile and loyalty programmes. == Fan equity == Fan equity is the idea that by locking in consumers to a brand, they are turned into fans of the brand. As fans, they promote, interact, and consume on a daily basis and become assets. Apple Inc. is one example of a company often cited as possessing fan equity. Customers of Apple are extremely brand loyal and are assets to the company. Creating a fan-generated brand is a difficult but effective method of business. Through the use of brand networking, a company is able to build a consumer or fan base that provides a strong relationship between business and consumers. The trust is formed and fans do a lot of work for the brand by word of mouth. Peer-to-peer channels are the strongest means of communication for a brand, but also one in which the brand can only influence and not control. Subsequent research links community engagement with brand trust, identifying community engagement as a mediator between social-media brand community participation and trust. This method of business is argued to be a relationship handled by the brand generally for its own gain. Many fans do not realise the work they are doing for companies by using their product or service. Facebook is a fan-based brand that has become a global phenomenon through customer use, with social media features such as sharing and commenting. With the growth of social media, marketing and advertising through social media has continued to expand. Brands can display and promote their products or services at a fast rate, with consumers sharing and contributing to the brand on a global scale. This can also be seen as online word of mouth exposure that can produce positive or negative feedback for brands. Once consumers become fans they are typically loyal, which can create positive word of mouth for a brand. Fans become a valuable asset, boosting the status and reputation of a brand. Different perceptions of brands can be linked to a person's origin or religion, which creates a difficulty when trying to enter a market or gain market share. Businesses need to be aware of the types of products or services they introduce to a specific market, ensuring they are culturally sensitive. Fan pages are created on social media to maintain the relationship between brands and consumers. By engaging and interacting with consumers, brands obtain fans and produce positive imaging. Some fans become attached to brands and are often encouraged to remain as fans through the use of celebrities endorsing the brand. Research on parasocial interaction in social-media environments suggests that one-sided emotional bonds that consumers form with endorsers and brand personae help convert ordinary followers into engaged fans.

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