This diploma thesis outlines the ways of efficient marketing use and performance measurement of social networks by FMCG companies. The first chapter defines the concewpt of social networks, describes their benefits for company marketing and introduces the major world and Czech social networks. The second chapter is dedicated to the current most important social network, Facebook. The sub-chapters are covering structure and creation of a fan page, main principles of page management, post planning, aplications, ads, social graph and Facebook advertising policies. Main attention is given to the content of a fan page. the third chapter introduces the marketing potential of Youtube.The fourth chapter features the options of social networks performance measurement. The second half of the work introduces the marketing strategy on social networks for the company Nutricia a.s.

The thesis concentrates on marketing communication on social networks run by tourism entities. Facebook and Twitter are in the middle of the attention. In the first chapter the social networks are defined and all the key concepts are mentioned. The basic principals of marketing communications are mentioned in the next chapters as well as basics of using social network by ordinary users. In the last chapter there are examples of tourism entities presentations which are analyzed a discussed.

Made available in DSpace on 2016-04-29T14:22:56Z (GMT). No. of bitstreams: 1 Fernanda Gonzaga Maia de Freitas.pdf: 13686369 bytes, checksum: b8c752cbcc95bf826ffcff91d5b81ab0 (MD5) Previous issue date: 2011-06-29 / This research aims to map the shapes and uses of corporate organizations in online social networks, especially Facebook. Therefore, the study sought to identify what type of communication is more efficient to reach the target audience of advertisers, that is, what type of communication would be more appropriate to the environment of social networks. This was done through the analysis of three concretes case studies that used Facebook as a platform for corporate communication Ariel, Nextel and Estrela and also through a survey about internet use in Brazil and a study theorist who helped identify the spread of content on the network and its operation. Authors who supported the theoretical study were, among others, André Parente, Humberto Maturana and Vilém Flusser. Through theoretical basis, research analysis and presentation of cases it was possible to show what is the public profile of Facebook in Brazil, as the joints are given in the network and what one some companies are developing to make contact with users. For the design of this study, elements of the Humanities were worked in its multidisciplinary approach, with regards to the media, behavior analysis, sociology, semiotics, consumer society, massification and individualization. Face of what was studied, it was concluded that some brands are already generating content designed for users in order to engage them in their actions, and begin to open for dialogue on social networks / Esta pesquisa objetiva mapear os formatos e os usos das organizações corporativas nas redes sociais digitais, em especial, no Facebook. Para tanto, buscou-se identificar que tipo de comunicação é mais eficiente para atingir o público-alvo dos anunciantes, ou seja, qual o tipo de comunicação estaria mais adequado ao ambiente das redes sociais. Isso foi feito a partir da análise de três casos de estudo concretos que utilizaram o Facebook como plataforma de comunicação institucional Ariel, Nextel e Estrela , e também por meio de um levantamento de dados sobre o uso da internet no Brasil e de um estudo teórico que auxiliou a identificar a disseminação de conteúdo na rede e o funcionamento da mesma. Os autores que subsidiaram o estudo teórico foram, entre outros, André Parente, Humberto Maturana e Vilém Flusser. Por meio de sustentação teórica, análises de pesquisas e apresentação de casos, foi possível mostrar qual é o perfil do público do Facebook no Brasil, como se dão as articulações na rede e o que algumas empresas estão desenvolvendo para estabelecer contato com os usuários. Para a concepção deste estudo, foram trabalhados elementos das Ciências Humanas em sua multidisciplinaridade, no que tange à comunicação social, análise de comportamento, sociologia, semiologia, sociedade de consumo, massificação e individualização. Diante do que foi estudado, foi possível concluir que algumas marcas já estão gerando conteúdo pensado para os usuários com o intuito de engajá-los em suas ações, e começam a se abrir para o diálogo nas redes sociais

Submitted by Kelson Anthony de Menezes (kelson@ucb.br) on 2016-10-19T18:56:17Z No. of bitstreams: 1 PauloMenisDissertacao2015.pdf: 4668754 bytes, checksum: 13432b8adf1c8eca08179b9a9989fc08 (MD5) / Made available in DSpace on 2016-10-19T18:56:17Z (GMT). No. of bitstreams: 1 PauloMenisDissertacao2015.pdf: 4668754 bytes, checksum: 13432b8adf1c8eca08179b9a9989fc08 (MD5) Previous issue date: 2015-12-08 / Brazil has been a recurrent stage in popular mobilizations which leaves marks in its history. Among participants, leaders and organizers of these protests we can observe the university students. They are young people who do not have a clear definition of social class or they have social condition with an expiration date. The June Journeys, mobilizations that happened in June 2013, is part of this group of remarkable protests that as the same time were characterized as the first one to use Social Medias. The Social Medias speed, insertion, expansion and strength could aloud the young people, who participated in the protests, to show their dissatisfaction and to present their claims in a unison way, through 137 cities, 25 States and the Federal District, among them Imperatriz, a city in the State of Maranh??o. This work must analyze the way the young students in university education, who live in Imperatriz ??? MA and participated in the protests of June 2013, understood the acts in the background of June Journeys. In this research, which is mainly qualitative and exploratory, was used questionnaire and interviews previously structured, since pursued more specifically: to identify the social, economic, demographic and educational profile of the participants; to investigate the reasons that lead these young people to take part in the protests; to investigate if the young people availed themselves of the social Medias for the protests, and to verify how the participants understood the protests effects during their accomplishment, and their perspective for the future. During the analysis of the obtained data was used the content analysis with historical materialism, which allowed the description, intervention, and the interpretation of the information collected. The obtained results could attend to the proposed objectives: they showed the protests organization backstage, which had politicians??? fees, different from what was disclosed. They also had the participation of government officials and leaders; they evinced the importance of Social Medias, mainly the Facebook,and they showed the difference between the young people organized the protests, who belonged to upper middle class families, and the young participants, who belonged to humbler families. At the conclusion of the research, some recommendations are introduced in order to search for a major knowledge and comprehension of the current young university students / O Brasil tem sido recorrentemente palco de mobiliza????es populares que marcam sua hist??ria. Entre os participantes, l??deres e organizadores destas manifesta????es s??o observados os estudantes universit??rios, jovens que n??o t??m uma defini????o clara de pertencimento de classe social e status com prazo de validade. As Jornadas de Junho, mobiliza????es ocorridas em junho de 2013 fazem parte deste elenco de manifesta????es marcantes e ao mesmo tempo marcadas como as primeiras a utilizar as redes sociais digitais. A agilidade, penetra????o, expans??o e for??a das redes sociais via internet possibilitou que os jovens integrantes das manifesta????es mostrassem suas insatisfa????es e apresentassem suas reivindica????es de forma un??ssona, por 137 cidades, em 25 Estados e no Distrito Federal, entre elas, o Munic??pio de Imperatriz no Maranh??o. Este trabalho teve como objetivo principal analisar como os jovens estudantes da educa????o superior de Imperatriz ??? MA, que integraram as manifesta????es de rua ocorridas na cidade em junho de 2013, perceberam os atos, no contexto das Jornadas de Junho. Na pesquisa, eminentemente qualitativa e explorat??ria, foram utilizados question??rio e entrevistas semiestruturadas, pois, mais especificamente, buscou: identificar o perfil s??cio demogr??fico econ??mico e educacional dos integrantes; investigar as motiva????es que levaram esses jovens a integrarem as manifesta????es; investigar se os jovens valeram-se das redes sociais para as manifesta????es e verificar como os integrantes percebem os efeitos das manifesta????es no tempo decorrido, bem como as suas perspectivas para o futuro. Na an??lise dos dados obtidos foi utilizada a an??lise de conte??do com o materialismo hist??rico, o que permitiu a descri????o, a infer??ncia e a interpreta????o das informa????es coletadas. Os resultados obtidos permitiram atender aos objetivos propostos: mostraram os bastidores da organiza????o para as manifesta????es, onde percebeu-se que, contrario ao divulgado, haviam recursos financeiros de pol??ticos, atua????o de agentes p??blicos e lideran??as envolvidas; evidenciaram a import??ncia das redes sociais digitais, notadamente o Facebook, e demonstraram a diferencia????o de atua????o e de classe de origem entre os jovens organizadores, de fam??lias da classe m??dia alta, e os participantes das manifesta????es, de origem mais humilde. Ao final s??o apresentadas algumas recomenda????es para a busca de um maior conhecimento e compreens??o dos jovens universit??rios da atualidade

Submitted by Cristiane Chim (cristiane.chim@ucpel.edu.br) on 2017-06-05T12:42:17Z No. of bitstreams: 1 FELIPE BONOW SOARES.pdf: 4395610 bytes, checksum: 125f729eab2c7a7b331736dfe4ba4c0e (MD5) / Made available in DSpace on 2017-06-05T12:42:17Z (GMT). No. of bitstreams: 1 FELIPE BONOW SOARES.pdf: 4395610 bytes, checksum: 125f729eab2c7a7b331736dfe4ba4c0e (MD5) Previous issue date: 2016-12-02 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES# / #2075167498588264571# / #600 / This study seeks to analyze the political discourse on Facebook. It is object are the fanpages of the candidates to Pelotas Prefecture in 2016, namely Paula Mascarenhas (PSDB), Anselmo Rodrigues (PDT), Jurandir Silva (PSOL) and Miriam Marroni (PT). The theoretical foundation is constructed from two bases. The first is rhetoric and its relation with politics, based in Aristotle’s (Rhetoric), Perelman’s (1993) and Fidalgo’s (2010) studies, focusing on: the discussion about the image, concept of Fidalgo, and its relations with politics, also using the studies of Serra (2015) and Ferreira (21015); and the idea of political discourse, inspired by Van Dijk’s studies (2002). The second study base is the role of the Internet in politics, discussing: the question of the public sphere, using Habermas (1984; 1997) and Bastos (2011), and other authors; the concept of social network sites and networking conversation characteristics, based on boyd and Ellison (2007), boyd (2007) and Recuero (2010; 2012); the idea of social capital and its role on the Internet, from Lin (1999) and Recuero (2010); and changes of politics in the light of new technological tools, using studies such as Gibson (2013) and Santos and Rodrigues (2013). To perform the proposed analysis, it was used two collection methods: A temporal cut, observing the fanpages for 20 days; and a thematical cut, where all posts were classified into categories that emerged of data, with a total of nine discourse categories created. Then, a publication of each category that achieved a frequence equal or greater than three was analized, totaling 15 analyzes: five Paula’s posts, three Anselmo’s posts, three Jurandir’s posts and four Miriam’s posts. The methodological apparatus used for the analysis was based on the Herring’s (2004) proposal of computer mediated discourse analysis. / Este estudo busca analisar o discurso político no Facebook. O seu objeto são as páginas dos candidatos à prefeitura de Pelotas em 2016, nomeadamente de Paula Mascarenhas (PSDB), Anselmo Rodrigues (PDT), Jurandir Silva (PSOL) e Miriam Marroni (PT). A fundamentação teórica é construída a partir de duas bases. A primeira é a retórica e sua relação com a política, fundamentada a partir dos estudos de Aristóteles (Retórica), Perelman (1993) e Fidalgo (2010), com foco: na discussão sobre a imagem, conceito de Fidalgo, e sua relação com a política, utilizando também os estudos de Serra (2015) e Ferreira (21015); e na ideia de discurso político, inspirado nas definições de Van Dijk (2002). A segunda base de estudo é o papel da internet na política, discutindo: a questão da esfera pública, a partir de Habermas (1984; 1997) e Bastos (2011), além de outros autores; o conceito de sites de redes sociais e as características da conversação em rede, com base em boyd e Ellison (2007), boyd (2007) e Recuero (2010; 2012); a ideia de capital social e seu papel na internet, a partir de Lin (1999) e Recuero (2010); e as mudanças da política em função das novas ferramentas tecnológica, utilizando estudos como os de Gibson (2013) e Santos e Rodrigues (2013). Para a realização da análise proposta, foram utilizados dois métodos de coleta: um recorte temporal, observando as páginas por 20 dias; e um recorte temático, onde todas as publicações foram classificadas em categorias emergentes dos dados, com um total de nove categorias de discurso criadas. Em seguida, foi analisada uma publicação de cada categoria que alcançou frequência igual ou superior a três, totalizando 15 análises: cinco publicações de Paula, três de Anselmo, três de Jurandir e quatro de Miriam. O aparato metodológico utilizado para a análise foi baseado na proposta da análise de discurso mediado por computador de Herring (2004).

The aim of this work is to map fake Czech profiles on social network Facebook and Twitter. "Fake profiles" in this case mean those where authors are acting as a well-known person, company or institution. The authors mostly found these to entertain themselves and readers. They use satire, parody, and often sarcasm as well. After a general introduction to the topic, which includes, among other things, the introduction of social networks, including the regulation they take for the protection of personality, the main part follows. It analyzes 8 different Czech false profiles. The content of the posts, the account statistics, the most successful posts and possibly other related information are presented. An important part of the work are interviews with authors of these profiles as well as with counterparts, real people or companies. This offers a close look at the backstage of the creation and running of the profile and, on the other hand, the possibility to ascertain the reaction of the concerned party. The next section was included in order to bring a wider view of the issue. It is devoted to similar profiles abroad, which gives the possibility of comparison of the local and international environment. The thesis ends with a chapter devoted to the situations when the content of false profiles is used...

Studies indicate that Latina/o immigrant youth engage in a wide range of sophisticated literacy practices outside of school that are often transnational, crossing various linguistic, cultural, and social spaces. Technology has further afforded immigrant youth the opportunity to develop transnational capabilities which are rare in the mainstream population, yet needed in the 21st century of global connectedness. However, Latino immigrant youth drop out of school at disproportional rates, suggesting that their literacy practices are not recognized or valued by the educational system. Using a New Literacy Studies perspective that recognizes multiple literacies that are meaningful within their sociocultural traditions, this collective case study investigated the range, form, and purpose of the out-of-school literacies of four Latina/o adolescent English Learners who are new arrivals. The qualitative methodology employed constructivist interviews, digital and actual artifacts, and observations. Findings demonstrated that the most prevalent out-of-school literacies the participants practice take place on the social networking site of Facebook, in their workplaces, and through the entertainment media sources of music and television. A cross-case analysis suggests that the literacy practices in these spaces have unique and purposeful roles for the individuals that allow them to connect to their home countries and maintain their Latina/o identities. Additionally, the participants use their out-of-school literacy practices to acquire English, support themselves, and establish a place to succeed. The five aforementioned spaces that their Facebook, workplace, and entertainment literacy practices fill are virtually absent from their in-school literacies. This study suggests literacy pedagogy and research must not continue to impose a narrow monolingual, monocultural, monoliterate, and monomodal view of Latina/o immigrant students which essentially divests them of their greatest resources. Their literacy practices demonstrate that they are transnational, transcultural, emergent bilinguals who competently engage in multimodal means of communication across multiple linguistic, cultural, social, and geographic borders. Educators must reconceptualize school-based literacy to account for the ways immigrant youth make meaning outside of school to provide them a more equitable education that will nurture their transnational skills needed in modern society.

This thesis described the issue of using social media as a part of marketing communication for selected company. The main object was to analyse the current situation and propose tools that can be used in marketing communication for upcoming years. The analysis of the current situation included the analysis of internal and external environment, assessment of the current situation of the company and its competitiveness. Based on these data and interviews with company management has been proposed plan for improving the use of social media for the company.

Introduction: Digital development has caused major changes in how people communicate and interact with each other in the last decades, not least thanks to social media. Social media has become an important element explaining the development of new behaviors in humans by highlighting the active choice of living their lives online or offline. Aim: The study aims at analyzing the diagnosis of fatigue syndrome by means of qualitative interviews with Fear of Missing Out. Method:   The   study   uses    a   qualitative   research   method   with                 emphasis                 on interviews. Results: The result is structured three identified themes: Instagram and Facebook usage, The image of itself on Instagram and Facebook, as well as positive and negative feelings with Instagram and Facebook. Conclusion: The study concludes that the negative effects of social media use are largely linked to FoMO and the pursuit of self-realization. Fatigue syndrome and mental illness go hand in hand with the demand for constant digital presence and the dream of "succeeding".

The purpose of this study was to investigate the perception of acceptable use of social media among teachers, students, and parents. In doing so the researcher touched on generational factors, communication, instructional practice with social networking and the perceptions of what was acceptable among these 3 groups within a middle school setting. This qualitative study examined how students, parents, and teachers perceived the use of social networking. 30 subjects were randomly chosen and interviewed: 10 students, 10 parents and 10 teachers. There were 4 emerging themes: (a) types of social networking preferred and the reason, (b) relationships and acceptable usage, (c) uncertainty of safety of social networking, and (d) the positives in being able to communicate. Research suggests that the generations that were interviewed lean toward different types of communication. The Baby Boomers prefer to communicate via email, telephones, and face-to-face. Generation Xers use email but also include Instant Messaging and mobile phones. Generation Y prefers to text prefers to text or use cell phones as does Generation Z which has yet to be identified and uses these forms as well as all forms of social networking (Entrepreneur Magazine, 2009) Through interviewing and coding the researcher found that each subgroup identified that communication was essential to survival. What differed was the type of communication and the safety involved in that type. It was also found that the research on this subject is limited but is growing with advances. The research has changed to include more positives on this subject. With this, the implication for further study in this area is definite. Recommendations for further study include but are not limited to: looking at a study like this in a larger area, opening the subject group to different demographics, looking into how this will affect school systems in the future.