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

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