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The Power of Word Choice in Influencer Marketing

Be Consistent, Be Yourself The hero image with this story was shot by Canva.com. Professor Berger has watched and studied the evolution of word-of-mouth marketing – from telling a friend about your favorite shampoo, to social media influencer dominance. “In the early 2010s, people were starting to realize that word of mouth is much more […]

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The Power of Word Choice in Influencer Marketing


Be Consistent, Be Yourself
The hero image with this story was shot by Canva.com.
Professor Berger has watched and studied the evolution of word-of-mouth marketing – from telling a friend about your favorite shampoo, to social media influencer dominance. “In the early 2010s, people were starting to realize that word of mouth is much more impactful than traditional advertising (selling products on TV and radio). We trust it much more because it feels like it comes from a peer rather than a a recent Knowledge@Wharton podcast. “Companies and organizations have spent the last decade and a half thinking, ‘Well, word of mouth is really valuable. How do we get it?’ Companies who were used to that traditional advertising model said, ‘I’m used to buying attention for my stuff. Is there a way to do that?’ That started the influencer movement. It’s in some sense a new type of paid media…Now I pay an “influencer,” an online individual who has some sort of following, to talk about my product, my here to listen to the full interview.

man in light blue button-down shirt and dark blue blazer leaning against a wall and smiling.
Associate professor of marketing, Jonah Berger.
Photo: Knowledge@Wharton

As a professor of  interview on the Side Hustle Pro podcast. “I think what makes people stand out is consistency and being themselves. The only thing that really will pop off is when you bring something new to the table. And usually, it’s just you and being yourself. If you’re too afraid to do that, you’ll stay stagnant.” Brands, she has said, typically seek influencers who have a strong, authentic relationship with their audience and can deliver content that aligns with the brand’s values and objectives.
During the research process, Berger and his colleagues dug into the language that influencers use on social media. They studied a large data set of hundreds of different influencers posting thousands of pieces of content across multiple different platforms and, controlling for different factors like number of followers and brands they were working with, studied whether sensory words had a bigger impact. “In a variety of different domains, we found that using sensory language rather than this other type of language had an impact,” noted Berger. “In TikTok, for example, just one additional sensory word in a video was associated with 11,000 additional likes and comments.”

Conversation Starters

Barber, 26, is a Wharton MBA student whose Too Smart for This podcast and Too Collective lifestyle 1

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Potts Selected as NACDA Cunningham Award Recipient

Story Links CLEVELAND, Ohio – The Division I-AAA Athletics Directors Association (DI-AAA ADA) is proud to announce Steve Potts, former director of athletics at Pepperdine University, as the 2025 Gary Cunningham Lifetime Achievement Award recipient. “I am so overwhelmed and humbled to even be considered for this incredible award,” said Potts. “I wish to express my […]

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CLEVELAND, Ohio – The Division I-AAA Athletics Directors Association (DI-AAA ADA) is proud to announce Steve Potts, former director of athletics at Pepperdine University, as the 2025 Gary Cunningham Lifetime Achievement Award recipient.

“I am so overwhelmed and humbled to even be considered for this incredible award,” said Potts. “I wish to express my sincere thanks to DI-AAA ADA for this honor and for all they do for our unique member institutions. Any achievements and successes that may have been credited to me in my position as the director of athletics at Lipscomb University and Pepperdine University were the direct result of the talent, dedication and commitment of coaches, sta? members and student-athletes with whom I was blessed to associate.”

Steve Potts (JD ’82), who oversaw one of the nation’s most successful Division I-AAA programs as Pepperdine’s director of athletics, retired at the conclusion of the 2023–24 academic year after leading the Waves since January 2011.

A Nashville native, Potts earned his bachelor’s degree in political science from the University of Tennessee-Martin in 1979 and went on to earn his juris doctor degree from the Pepperdine Caruso School of Law in 1982. Prior to his position as Pepperdine’s AD, Potts spent 17 years at the university as an administrator and a professor and serving as the school’s associate dean of administration and an assistant professor of law from 1990–99. In July 2008, Potts returned to Malibu as the senior associate AD after serving as the director of athletics at Lipscomb University from 2000 to 2008.

Under Potts’ leadership, Pepperdine earned the I-AAA Athletic Director’s Association All-Sports Award (given to the top-performing non-football school in Division I) three times (2011–12, 2021–22 and 2022–23), while finishing in the top three five additional times. Throughout Potts’ tenure, the Waves won 69 conference regular-season or tournament titles (through the 2023-24 school year) and captured the 2021 NCAA men’s golf national championship.

Potts brought beach volleyball to the university and the team captured the inaugural AVCA national championship in 2012, and again in 2014. In addition, men’s golf won the 2021 national championship. Through his tenure, multiple teams experienced firsts, including but not limited to the following:

  • 2014 – baseball advancing to a Super Regional for the first time; women’s soccer advancing to the Sweet 16
  • 2015 – men’s basketball making its first postseason appearance since 2002
  • 2018-19 – women’s basketball winning 20 games for the first time since 2010 and won its first postseason game in the modern era.
  • 2020-21 – men’s basketball winning the College Basketball Invitational
  • 2021 – women’s soccer advancing to the Sweet 16; women’s tennis advancing to national championship match
  • 2022 & 2023 – women’s swimming and diving team won back-to-back PCSC titles
  • 2023-24 – women’s tennis doubles advanced to NCAA Tournament final match; men’s water polo captured first WCC regular-season title

Pepperdine’s various facilities have also been upgraded under Potts’ leadership, which has provided student-athletes and coaching staff exceptional opportunities to excel in their respective sports and increased the level of recognition of the Waves’ great athletics history.

Prior to Pepperdine, Potts oversaw Lipscomb’s transition from NAIA to NCAA Division I, successfully guiding the athletics department through four years of NCAA Division I provisional membership. In 2003, Lipscomb received active membership status and joined the Atlantic Sun Conference.

About Division I-AAA ADA: Now in its 24th year, the Division I-AAA Athletics Directors Association’s mission is to enhance initiatives common to its Division I-AAA membership (non-football institutions), in particular, aspects related to their flagship basketball programs. For more information on the Division I-AAA ADA, please visit www.div1aaa-ada.com. The Division I-AAA ADA is administered by the National Association of Collegiate Directors of Athletics (NACDA), which is in its 60th year. For more information on NACDA and the 19 professional associations that fall under its umbrella, please visit www.nacda.com.



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World Aquatics partners with MOL, MVM and OTP to support growing presence in Hungary

This includes the opening of a new headquarters in Budapest, formally approved by Member Federations at the 2023 World Aquatics General Congress in Fukuoka, Japan. An interim headquarters was opened in the Hungarian capital in November 2024. International energy company MOL Group is headquartered in Budapest with an active presence in more than 30 countries. […]

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This includes the opening of a new headquarters in Budapest, formally approved by Member Federations at the 2023 World Aquatics General Congress in Fukuoka, Japan. An interim headquarters was opened in the Hungarian capital in November 2024.

International energy company MOL Group is headquartered in Budapest with an active presence in more than 30 countries. It is a long-time supporter of sport through a series of partnerships with athletes and teams, and will work closely with World Aquatics as the organisation progresses with its transition to Hungary.

MOL – New Europe Foundation, founded by the Hungarian Government and MOL Plc is dedicated to performing a range of public tasks. The partnership with World Aquatics fits to its engagement in various areas of talent development and sport in Hungary and beyond.

MVM Group is headquartered in Hungary with an active presence in 23 countries, providing energy to millions of businesses and homes across the Central-Eastern Europe region. It also holds significant expertise in the production of carbon-neutral energy, and has committed to achieving net carbon neutrality by 2050.

The partnership will contribute to World Aquatics’ energy efficiency planning for its new headquarters in Budapest.

OTP Group is one of Central and Eastern Europe’s leading independent banking groups, and brings over 75 years of experience of market-leading financial infrastructure. OTP will support World Aquatics’ activity in the region by providing tailored banking services for World Aquatics in Hungary.


Image Source: World Aquatics

“As we expand our operations in Hungary, it is vital World Aquatics aligns with trusted and forward-thinking partners in the region,” said President of World Aquatics, Captain Husain Al-Musallam.

“MOL Group, MOL – New Europe Foundation, MVM Group and OTP Group have strong global reputations, and these agreements come at the perfect time as we advance with the development of our new headquarters in Budapest and open an exciting new chapter.

“These partnerships will enhance our operations and benefit the global aquatics family. We look forward to working closely with MOL Group, MOL – New Europe Foundation, MVM Group and OTP Group”

By World Aquatics President, Captain Husain Al-Musallam

Member of the Board of Trustees of MOL New Europe Foundation and COO of MOL Hungary György Bacsa said: “With full commitment, we support every cause and organization that creates value for Hungary and provides opportunities for our talents. And we already owe a great deal to aquatic sports: there is no generation that hasn’t cheered for and rejoiced over a gold medal won at an international competition, and perhaps there is no other Olympic sport that has made so many Hungarians world-renowned. Aquatic sports are about noble competition, world-class talent and records, as well as the conscious and persistent training behind them, the excellent coaches, and the clubs. I am proud that MOL and the MOL-New Europe Foundation can contribute to this success story.”

MVM Group CEO Mátrai Károly said: “This collaboration is a strategic choice: we believe that supporting sporting talent, performance and the wider athletic community is just as much a part of responsible corporate operations as energy security. Joining World Aquatics fits well with MVM’s development trajectory – we work for development with domestic foundations, regional ambitions and an increasingly strong international presence, along with values ​​that lead to success in the world of sports.”

OTP Group CEO Csányi Péter commented: “We are delighted and proud to welcome the decision of World Aquatics to relocate its global headquarters to Budapest. This move further strengthens the role of the Hungarian capital and our country in international sports. As a banking group with Hungarian roots and international presence, the OTP Group is, as of today, the World Aquatics Global Banking Supplier.”


Image Source: Istvan Derencsenyi/World Aquatics

The World Aquatics interim headquarters in Budapest currently houses a team of 25 staff. The wider transition to Budapest is planned around the 2027 World Aquatics Championships, which will also be hosted in the Hungarian capital.

Lausanne will remain home of the Aquatics Integrity Unit, which provides independent oversight of all integrity-related matters in aquatics, and the new World Aquatics Foundation, continuing the organisation’s proud history in the city.

About World Aquatics

Driven by the vision of a world united by water for health, life and sport, World Aquatics is the international governing body for aquatic sports. Founded in 1908, World Aquatics is an independent organisation formed of 210 National Federations and five Continental Organisations.  

World Aquatics oversees six aquatic sports – swimming, water polo, diving, artistic swimming, open water swimming and high diving – and is recognised as the leading global authority of these sports by the International Olympic Committee (IOC). For more information, please visit: www.worldaquatics.com

About MOL Group

MOL Group is an international energy company headquartered in Budapest, operating in over 30 countries with 25,000 employees, three refineries, two petrochemical plants, and nearly 2,400 service stations. The company currently produces in eight countries and holds exploration assets in nine.

MOL is committed to a smart energy transition — gradually transforming its fossil-based operations into a low-emission, sustainable business model with the goal of becoming carbon neutral by 2050. MOL Group aims to make the region greener, more competitive, and more self-sufficient, while driving the circular economy in Central and Eastern Europe. For more information, please visit: https://molgroup.info/en

About MOL – New Europe Foundation

The MOL – New Europe Foundation was established by law in 2021 through a partnership between the Hungarian Government and MOL Plc. As a public-interest asset management foundation, it is dedicated to performing a range of public tasks. The Foundation provides funding and is actively involved in various public initiatives, including talent development, sustainability, social affairs, culture, heritage protection and sports in Hungary and beyond. For more information, please visit: https://molujeuropaalapitvany.hu/

About MVM Group

MVM Group is the 2nd largest company in Hungary, and the 6th in Central Europe. It is a dynamic, innovative company group continually gaining dominance also on regional level. Through its professional competences it offers significant contribution to the security of supply in Central-Eastern Europe. With its active presence in 23 countries, with more than 19 000 employees and with serving more than 11 million household and company clients (including almost 2 million in Czech Republic, Slovakia and Romania), MVM Group is a significant player of the CEE region’s energy ecosystem. MVM Group is ready to supply 3.4 million Romanian customers in case of taking over the majority stake of EON Energie Romania. Since 2024 MVM Group has a significant interest in Azerbaijan as well. MVM Group acquired a stake in one of the world’s largest offshore natural gas fields called Shah Deniz. MVM is also an important energy knowledge centre with significant expertise in carbon-neutral energy production, retail energy solutions and energy trading. For more information, please visit: www.mvm.hu.

About OTP Group  

OTP Group is one of the fastest growing, leading independent banking groups in Central and Eastern Europe with a bridgehead in Central Asia. It operates in 11 countries—10 in the CEE region and 1 in Uzbekistan—employing nearly 40,000 people and providing universal financial services to 17 million customers. 

Founded in 1949, OTP Group has evolved into a universal financial services provider, offering a comprehensive range of services including retail and corporate banking, leasing, asset management, investment funds, pension funds, and insurance. The Group’s commitment to innovation and digital transformation ensures high-quality financial services across its extensive network of over 1,500 branches and digital channels. 

OTP Group is listed on the Budapest Stock Exchange and maintains an outstanding capital and liquidity position, reflecting its prudent financial management and strategic growth initiatives. The Group’s dedication to corporate social responsibility is evident through its support for various cultural, educational, and sports initiatives. 

As a Global Supplier of World Aquatics, OTP Group reinforces its commitment to promoting aquatic sports and fostering international cooperation. This partnership aligns with the Group’s values of excellence, community engagement, and sustainable development. 

For more information, please visit: www.otpgroup.info.





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Tarpley Collects All-American Honors in the Discus Throw at the NCAA Division III Outdoor Championships

Story Links GENEVA – Nicole Tarpley and Jackie Tuzil of the Carthage women’s track & field team competed in the discus throw at the NCAA Division III Outdoor Track & Field Championships, Thursday afternoon. Tarpley placed 12th, earning Second Team All-American honors, and Tuzil placed 21st.   Tarpley and Tuzil started day […]

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GENEVA – Nicole Tarpley and Jackie Tuzil of the Carthage women’s track & field team competed in the discus throw at the NCAA Division III Outdoor Track & Field Championships, Thursday afternoon. Tarpley placed 12th, earning Second Team All-American honors, and Tuzil placed 21st.
 
Who Led the Way

Tarpley and Tuzil started day one of the championships for the Firebirds, competing in the discus throw. Tarpley’s furthest mark of 40.60 meters, first throw, placed Tarpley in 12th and earned Second Team All-American honors. Tuzil placed 21st with a mark of 37.01 meters. 

Coach's Remarks

“A bit of a rough start to the weekend as it didn’t take anything amazing to make the final,” said assistant coach Greg Raimondi. “The weather was definitely a factor, but regardless, we didn’t execute at the level we are capable of in these conditions. Nicole still has the hammer throw on Saturday, and I am looking forward to seeing what she can do. This was Jackie’s first national meet, and having to compete with the conditions as a first timer adds another factor to deal with mentally. Jackie has grown a lot as a competitor this year, and this setback will hopefully push her to grow even more next year.”

Up Next

Two Firebirds will compete tomorrow, Friday, May 23, at the NCAA Division III Outdoor Track & Field Championships in Geneva, Ohio. For more information, visit athletics.carthage.edu.



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Southeastern Athletics Graduates 65 at Spring 2025 Commencement

Story Links HAMMOND, La. – A total of 65 members of the Southeastern Louisiana Athletics family had degrees conferred at the university’s Spring 2025 commencement exercises Saturday in the University Center.   The Southland Conference regular season champion Southeastern baseball team led the department with 12 graduates. The SLU football and track […]

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HAMMOND, La. – A total of 65 members of the Southeastern Louisiana Athletics family had degrees conferred at the university’s Spring 2025 commencement exercises Saturday in the University Center.
 
The Southland Conference regular season champion Southeastern baseball team led the department with 12 graduates. The SLU football and track and field programs each saw 11 representatives of their respective programs graduate.
 
The two-time reigning SLC Tournament champion softball team graduated six student-athletes Saturday. The SLC champion indoor volleyball team and the national champion cheerleading squad each had four graduates apiece.
 
The Southland champion women’s basketball team was one of two SLU athletic programs with three graduates, along with women’s tennis. The Lady Lion soccer and beach volleyball programs had two graduates apiece, while men’s basketball had one graduate Saturday.
 
Along with the 59 student-athlete graduates, six members of the SLU Athletics support staff also received degrees Saturday. Among the 65 Southeastern Athletics graduates, six received master’s degrees.
 
Spring 2025 Southeastern Athletics Graduates
Name | Sport/Department | Major
Sara Bancevic | Soccer | Computer Science
Luke Barbier | Baseball | General Studies
Taylor Bell | Women’s Basketball | General Studies
India Bennett | Indoor Volleyball/Marketing Student Assistant | Industrial Technology
John Bilich | Marketing Student Assistant | Marketing
Halle Bouffard | Cheerleading | Nursing
Ryan Brome | Baseball | General Studies
Donroy Brown | Track and Field | General Studies
Allison Brunson | Softball | General Studies
Jakevion Buckley | Men’s Basketball | General Studies
Ethan Butler | Baseball | Kinesiology
Camryn Cangiolosi | Cheerleading | Health Sciences
Hailey Clayton | Athletics Student Assistant | Psychology
Kendall Cleveland | Track and Field | Information Technology
Jude Coats | KSLU Student Assistant | Communication
Parker Coley | Baseball | General Studies
Micah Crockett | Football | Criminal Justice
Michael Crockett | Football | General Studies
Bogi Csordas | Tennis | English and Communication
Cheyanne Daniels | Women’s Basketball | General Studies
Ryan Dawsey | Compliance Graduate Assistant | Business Administration*
Jacob Dobraska | Football | Kinesiology
Amanda Dos Santos | Women’s Tennis | Biological Sciences
Ainsley Driska | Indoor Volleyball | Human Sciences
Ivan Drobocky | Football | Business Administration*
Anna Ferrand | Track and Field | Communication
Keandre Fultz | Track and Field | General Studies
Dedrick Gant | Track and Field | Finance
Paige Gaubert | Cheerleading | Accounting
Ariel Gomez | Softball | General Studies
Lance Hamilton | Track and Field | Strategic Communication*
Makayla Hicks | Beach Volleyball | General Studies
Kibi Huggins | Indoor Volleyball/Marketing Student Assistant | Communication
Natalie Ioannou | Track and Field | Early Childhood Education Grades PK-3
Jayden Kirsh | Athletics Student Assistant | Communication Sciences and Disorders
Euan Lagan | Track and Field | Business Administration*
Britney Lewinski | Softball | General Studies
Darius Lewis | Football | General Studies
Shakespeare Louis | Football | General Studies
Tyler Mansfield | Football | General Studies
Leah Marshall | Softball | Biological Sciences
Haley Martin | Cheerleading/Marketing Student Assistant | Art
Mia Martin | Soccer | Criminal Justice
Blakey Miller | Football | Business Administration
Esther Nwanze | Track and Field | Biological Sciences
Kate Oborina | Tennis | Communication
Olufolabo Ogunyemi | Track and Field | Business Administration
Conner O’Neal | Baseball | General Studies
Arianna Patton | Women’s Basketball | Criminal Justice
Coryell Pierce | Football | Communication
Josh Randall | Football | Communication
TJ Salvaggio | Baseball | General Studies
Bailyn Sorensen | Baseball | Business Administration
Kennedi Steele | Beach Volleyball | Management
Damon Stewart | Football | General Studies
Cole Stromboe | Baseball | General Studies
Meghan Tilschner | Marketing Graduate Assistant | Business Administration*
Shenita Tucker | Softball | General Studies
Chance Vaught | Baseball | General Studies
Patrick Vienne | Baseball | General Studies
Aiden Vosburg | Baseball | General Studies
Logan Walters | Baseball | General Studies
Maddie Watson | Softball | Biological Sciences

Terrell Webb | Track and Field | Health & Kinesiology*
 
* – Master’s degree
 
SOCIAL MEDIA
For more information on Southeastern Athletics, follow @LionUpAthletics on X and Instagram or like /Lionupathletics on Facebook.
 
CLEAR BAG POLICY
Southeastern Athletics has instituted a clear bag policy for all ticketed events. For more information on the clear bag policy, visit www.LionSports.net/clear.
 
 



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Grant Milbrath Selected for 2025 NCAA Division I Men’s West First Round Championship

Story Links INDIANAPOLIS- The NCAA Division I Men’s and Women’s Track and Field and Cross-Country Committee has announced the participants for the 2025 NCAA Division I Men’s and Women’s Outdoor Track and Field Championships First Round competitions.   SIUE’s Grant Milbrath is set to compete in the first round of […]

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INDIANAPOLIS- The NCAA Division I Men’s and Women’s Track and Field and Cross-Country Committee has announced the participants for the 2025 NCAA Division I Men’s and Women’s Outdoor Track and Field Championships First Round competitions.
 
SIUE’s Grant Milbrath is set to compete in the first round of the Men’s West division for the hammer throw event. Earlier this season he had a PR hammer throw at the Ohio Valley Conference Championships, May15-17, with a distance of 62.07m (203-8). This puts him in third for the programs all-time performances.
 

The first-round competitions are scheduled for May 28 – 31. The University of North Florida, in Jacksonville, Florida will host the East First Round and Texas A&M University, in College Station, Texas will host the West First Round. The qualifiers out of these two regions will compete in the NCAA Division I Men’s and Women’s Outdoor Track and Field Championships held June 11-14 in Eugene, Oregon.
 
The complete list of participants is available on the following website.

For more information regarding the NCAA Division I Men’s and Women’s Outdoor Track and Field Championships, and to purchase tickets, log on to NCAA.com/trackandfield.

 



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Emmy Klika joins fellow Pitt women’s volleyball players on national teams

Emmy Klika, a recent alum of the Pitt Panthers women’s volleyball team, has been selected to play for the women’s U23 national team. The libero joins 17 other athletes who will be training for the NORCECA U23 Pan American Cup. The tournament takes place in Leon, Mexico from July 25-Aug. 2. Two other Panthers will […]

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Emmy Klika, a recent alum of the Pitt Panthers women’s volleyball team, has been selected to play for the women’s U23 national team.

The libero joins 17 other athletes who will be training for the NORCECA U23 Pan American Cup.

The tournament takes place in Leon, Mexico from July 25-Aug. 2.

Two other Panthers will be competing overseas this summer as well. Outside hitter Blaire Bayless (U21) and middle blocker Abbey Emch (U19) will embark on similar journeys to Klika.

Bayless will be training in Colorado Springs, Colo., where 12 athletes will be selected to represent Team USA in Costa Rica.

Bayless, a junior, played for the U21 team last summer and in 2023 was named tournament MVP at the U19 Pan American Cup.

Emch, a freshman who joined the Panthers as an early enrollee this spring, will also train in Colorado. Selected athletes will then head to the Netherlands for additional training before traveling to play in Croatia and Serbia over the summer.

Klika helped Pitt reach the NCAA semifinals the past four seasons. She holds the program record of 64 digs in the NCAA tournament in 2024.

She was a two-time All-ACC member and now competes in the PVF (Pro Volleyball Federation) with the Orlando Valkyries. Her performance helpd Orlando earn the organizations’s first title last weekend. Klika has experience in the international competition after competing in the U21 Pan American Cup.

Twelve of the 17 athletes training in Anaheim, Calif., will be added to the team’s U23 roster when they head to Mexico later this summer.

Giustino Racchini is a Tribune-Review staff writer. You can contact Giustino at gracchini@triblive.com.



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