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Purpose-Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their taste in fashion or their membership in a social group. This paper aims to focus on the identification of market place influencers in a social identity context, in order to better market products and services to social groups. Design/methodology/approach-A structural model linking consumers' individual capital (motivation to influence), social capital (opportunistic use of social influence), and social leadership ability (persuasive "power") is introduced. Hypotheses on the interrelations of these factors are proposed and the model is empirically tested using causal analysis. The survey data were collected in Germany in the context of socially influenced automotive buying behavior (428 valid questionnaires). Findings-The proposed model supports significant relations between individual capital and social capital and social leadership ability. The results suggest which factors (individual and social capital) describe social influencers, helping to identify powerful social influencers in a social identity context. Different types of social influence leaders and followers are presented and characterized. Originality/value-This paper offers marketing researchers and practitioners a new integrative approach to target consumers with specific social identities via social influencers.
Chimeric antigen receptor (CAR) T cell (CART) therapy has been established as a treatment option for patients with CD19-positive lymphoid malignancies in both the refractory and the relapsed setting. Displaying significant responses in clinical trials, two second-generation CART products directed against CD19, axicabtagene ciloleucel (axi-cel) and tisagenlecleucel (tisa-cel), have been approved and integrated into the clinical routine. However, experimental assay for quantitative monitoring of both of these CART products in treated patients in the open domain are lacking. To address this issue, we established and validated a quantitative single copy gene (SCG)-based duplex (DP)-PCR assay (SCG-DP-PCR) to quantify CARTs based on the FMC63 single chain variable fragment (scFv), i.e., axi-cel and tisa-cel. This quantitative PCR (qPCR) approach operates without standard curves or calibrator samples, offers a tool to assess cellular kinetics of FMC63 CARTs and allows direct comparison of CART-copies in axi-cel versus tisa-cel patient samples. For treating physicians, SCG-DP-PCR is an important tool to monitor CARTs and guide clinical decisions regarding CART effects in respective patients.
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