El propósito de este trabajo es analizar diversas manifestaciones de oralidad en un corpus de quince cuentos del escritor argentino Roberto Fontanarrosa. Para ello, tomamos en cuenta, por un lado, la oralidad entendida como oralidad primaria (Ong, 1982; Havelock, 1986, 1998) y, por el otro, la oralidad en el sentido de registro oral en la literatura (Pacheco, 1992; Goetsch, 1985). Nuestro estudio se centra, entonces, en las manifestaciones que exhiben reminiscencias de oralidad primaria o tradicional y en los elementos formales a través de los cuales se constuye la oralidad fictiva. Analizamos, asimismo, la función que la oralidad tiene en la cuentística de Fontanarrosa. Concluimos que hay en estas ficciones elementos de la oralidad primaria, presentes en las situaciones de oralidad representadas, en el modo en que los personajes resuelven y enfrentan conflictos, en la propia caracterización de los personajes e incluso en los temas de los que estos hablan. En el plano de la elaboración de la oralidad fictiva encontramos varios de los elementos que caracterizan los intercambios orales reales, tales como los coloquialismos, los vulgarismos, las digresiones, las pausas, la deixis. También en la estrategia narrativa, particularmente bajo la forma del monodiálogo, está presente la oralidad en los dos sentidos aquí analizada. Estas manifestaciones de oralidad permiten la introducción en el relato de una multitud de voces a través de las cuales tenemos un contacto directo con distintos universos. Esto, junto con el elemento humorístico tan característico de Fontanarrosa, contribuye a que los personajes aparezcan más cercanos al lector y es aquí dondo radica una función muy importante de la oralidad, ya que esta cercanía promueve una instancia de identificación y reconocimiento con esos personajes y con las situaciones representadas.

But : Ce projet de recherche a comme objectif principal de mieux comprendre diverses facettes de la relation entraîneur-entrainée. Cette relation entre un entraîneur masculin et une athlète féminine en volleyball sera observée selon trois niveaux de compétition des athlètes – secondaire, collégial et universitaire. Trois aspects seront étudiés à travers les questions posées dans cette recherche : (1) Est-ce que la perception que les athlètes ont de la relation entraîneur-entraîné est différente selon le niveau de compétition de l’athlète? (2) Existe-il des différences dans la nature de la relation à l’intérieur d’un même niveau? (3) Est-ce que le nombre d’années qu’une athlète a passé avec le même entraîneur affecte la qualité de la relation?. Méthodologie : Évoluant sur le circuit québécois, les six équipes de volleyball et leur entraîneur respectif représentent l’échantillon de la présente étude. Les tests utilisés afin de réaliser les analyses univariées et bivariées de cette étude sont : le Test de Welch, les corrélations de Pearson ainsi que les tests post-hoc de Games-Howell. Résultats : (1) Les athlètes du secondaire partagent une relation de meilleure qualité avec leur entraîneur que celles du cégep et de l’université. (2) Dans un même niveau de compétition, ce qui différencie la qualité de la relation est : le rôle de la joueuse dans son équipe ainsi que le nombre de sports organisés dans lesquels elle participe (relations proportionnelles). (3) Une relation inverse existe entre le nombre d’années vécues par la dyade entraîneur-athlète et la qualité de la relation. / Objective : The main purpose of this study is to better understand certain aspects of the coach-athlete relationship. The relationship between a male coach and a female athlete in volleyball will be analyzed based on three different levels of competition: high school, cegep and university. The specific objectives of this study will be examined through three research questions: (1) Is the athlete’s perception of the coach-athlete relationship different based on the level of competition in which the athlete participates? (2) Is there any difference in the nature of the coach-athlete relationship within the same level of competition? (3) Does the number of years that an athlete plays for the same coach affect the nature of the relationship? Method: The sample of this study consists of six volleyball teams, playing within the Quebec conference, and their respective coaches. The univariate and bivariate analyses were conducted using the following tests: the Welch test, the Pearson correlations and the Games-Howell post-hoc tests. Results: (1) High school athletes have a relationship with their coach that is of higher quality than athletes from cegep and university. (2) The quality of the coach-athlete relationship differs within a same level of competition based on the athlete’s role in her team as well as the number of organised sports in which she participates (proportional relationships). (3) There is an inverse relationship between the number of years the athlete and the coach have been working together and the quality of their relationship.

Bien que les facteurs de risque associés au faible engagement scolaire aient été largement étudiés, les mécanismes qui conduisent les enfants moins bien préparés pour l’école à se désengager dès le début de leur parcours scolaire demeurent méconnus. Une meilleure compréhension de ces mécanismes permettrait de prévenir le désinvestissement de ces élèves et favoriserait leur persévérance scolaire. Étant donné l’importance des relations sociales en début de scolarisation, la présente étude a pour objectif d’examiner dans quelle mesure la relation que l’élève entretient avec son enseignant en première année peut expliquer le lien entre la préparation à l’école en maternelle et l’engagement scolaire en deuxième année. Des régressions linéaires multiples hiérarchiques réalisées sur un échantillon de 1492 élèves québécois ont permis de vérifier cette hypothèse. Les résultats obtenus confirment que la relation maître-élève chaleureuse et conflictuelle permet d’expliquer le niveau d’engagement des élèves qui présentent une faible préparation à l’école lorsqu’ils entrent à la maternelle. Les implications pour la recherche et la pratique des intervenants en milieu scolaire seront discutées. / Risk factors associated with lower school engagement have been widely studied. Children entering school with lower levels of school readiness tend to be less engaged in school activities. However, the mechanisms leading those children to early disengagement are yet to be discovered. Better understanding these mechanisms could help prevent disengagement and school dropout. Social relationships are known to be of high importance, especially at school entry. Therefore, the present study will test if the teacher-student relationship in grade 1 can explain the association between school readiness in kindergarten and school engagement in grade 2. This hypothesis was verified using multiple linear regressions and a sample of 1492 French-canadian pupils. Results show that children’s readiness for school in kindergarten can predict their level of school engagement two years later. Furthermore, conflict and closeness in the teacher-student relationship are mechanisms which can explain this predictive relationship. Implications for further research and school intervention will be discussed.

Les élèves aux problèmes de comportements externalisés comme l'opposition éprouvent généralement de la difficulté à s’engager dans leurs apprentissages (Janosz, 2000). Or, un faible engagement scolaire peut générer des problèmes d’ordre académique et mener au décrochage. Toutefois, certains facteurs environnementaux tels que la relation maître-élève semblent influer sur l’investissement des élèves dans les activités scolaires. La présente étude vise à examiner le lien entre le degré d'opposition d'élèves du 2e cycle du primaire et leur engagement comportemental et affectif en français. Elle tente aussi de vérifier si la chaleur ou les conflits présents dans la relation maître-élève agissent comme facteurs de protection ou comme facteurs aggravants face à l’engagement scolaire des élèves oppositionnels. Finalement, cette étude s’intéresse à l’effet différentiel de la relation maître-élève sur l’engagement scolaire des garçons et des filles. Des régressions linéaires multiples hiérarchiques effectuées sur 385 élèves québécois ont permis d’atteindre ces objectifs. Les résultats obtenus révèlent que la chaleur n’agit pas à titre de facteur de protection en ce qui a trait à l’engagement comportemental des élèves oppositionnels, mais qu’elle est bénéfique pour l’engagement comportemental des filles. Les résultats confirment également l’effet aggravant des conflits sur l’engagement comportemental des élèves oppositionnels. Finalement, cette étude indique que les conflits élèves-enseignants sont nuisibles pour l’engagement affectif des garçons. Les implications de ces résultats pour la recherche et pour l’intervention en psychoéducation seront présentées. / Students who display externalized behavior problems such as opposition generally find it difficult to engage themselves in their learning (Janosz, 2000). Yet, a lack of engagement toward school can result in diverse academic problems and eventually lead to drop-out. However, certain school-related factors such as the student-teacher relationship might influence students’ investment in academic activities. The current study has three objectives. First, it attempts to examine the link between the degree of opposition of 3rd and 4th grade students’, and their behavioral and emotional engagement toward French activities. Then, it tries to verify whether the level of closeness or conflict in the student-teacher relationship acts as a protective or aggravating factor regarding the school engagement of oppositional students. Finally, the current study is interested in the differential effect of the student-teacher relationship on the school engagement of boys and girls. Hierarchical linear regressions were conducted on a sample of 385 students from Quebec in order to reach the study’s objectives. Findings reveal that closeness does not act as a protective factor for the behavioral engagement of oppositional students, but that it is beneficial for girls’ behavioral engagement. Results also confirm that conflict is an aggravating factor for the behavioral engagement of oppositional students. Finally, this study indicates that student-teacher conflict is harmful for boys’ emotional engagement. Implications of these findings for research and for intervention will be discussed.

No description available.

Esta tese explora um aspecto social específico da interação entre consumidores e marcas em mídias sociais, que é o nível de intimidade da marca. Este fator é entendido como o grau em que a marca interage como um ator social psicologicamente próximo aos seus consumidores, sendo operacionalizado na forma de um construto latente formado pela autorrevelação, pela expressividade de emoções, pela transmissão de sentimentos positivos e de calor humano e pela informalidade. Embora as mídias sociais já tenham se tornado um componente importante para as estratégias de relacionamento das empresas com seus clientes, ainda há uma falta de construtos específicos de relacionamento social na maior parte dos modelos tradicionalmente empregados em branding e comércio eletrônico. Assim, o objetivo geral desta tese foi o de entender como este nível de intimidade da marca influencia o comportamento dos consumidores nas mídias sociais e quando pode ser mais vantajoso para as marcas buscarem maior ou menor intimidade, dependendo do contexto de consumo em que atuam. Mais especificamente, o efeito da intimidade da marca foi analisado em duas variações de contextos de consumo: no caso de serviços de objetivo hedônico ou utilitário; e no caso de serviços de alto ou baixo envolvimento situacional. Quatro estudos experimentais foram usados, apresentando reproduções de páginas de marca no Facebook para participantes selecionados através do Amazon MTurk. Através do Estudo 1, foram oferecidas evidências de suporte ao efeito positivo da intimidade da marca nas respostas dos consumidores – intenção de compra, intenção de uso da página de marca, aceitação e fornecimento de boca a boca online – em função do aumento do valor hedônico da experiência dos consumidores na mídia social. Os resultados do Estudo 1 também ofereceram suporte à hipótese de moderação deste efeito positivo da intimidade da marca pelo tipo de consumo buscado pelos consumidores. A intimidade da marca teve um efeito maior quando os consumidores buscavam um objetivo hedônico do que um objetivo utilitário. O Estudo 2 foi projetado para testar o efeito moderador da valência geral das postagens sobre a marca na mídia social. Os resultados deste estudo demonstraram que, com o maior número de opiniões negativas sobre a marca na mídia social, o efeito positivo da intimidade da marca deixa de se manifestar em todas as variáveis dependentes. O Estudo 3 analisou a possibilidade de que a intimidade da marca pudesse tornar as respostas dos consumidores menos favoráveis à marca, no caso do aumento do risco percebido. Confirmando esta hipótese, o risco percebido foi verificado como um mediador do efeito negativo da intimidade da marca e o nível de envolvimento situacional como um moderador desta relação. Por fim, o Estudo 4 foi projetado para verificar a possibilidade de influência da valência geral das postagens sobre a marca no efeito da intimidade da marca nas variáveis dependentes. Porém, os resultados deste estudo não indicaram nenhuma interação entre a intimidade da marca e a valência geral das postagens, mas apenas um efeito direto da valência geral das postagens na intenção de compra e de boca a boca. De uma forma geral, os resultados desta tese podem contribuir não apenas para a literatura sobre marketing e comércio eletrônico, mas também podem ser úteis para informar os gerentes de marketing sobre como e quando eles deveriam abordar seus clientes de uma forma mais (ou menos) próxima. Em especial, os resultados indicam ser possível obter melhores respostas em termos de intenção de compra, uso da página de marca e boca a boca online, aumentando o nível de intimidade de marca se esta está mais relacionada a produtos/serviços mais hedônicos e de baixo envolvimento situacional, mas diminuindo o nível de intimidade se o produto/serviço está associado a um alto risco e a um elevado envolvimento situacional. / This thesis explores a specific aspect of social interaction between consumers and brands on social media, which is the level of brand intimacy. This factor is defined as the degree to which the brand interacts as a psychologically close social actor to its consumers, and it is operated as a latent construct composed of self-disclosure, emotion expressivity, transmission of positive feelings, human warmth and informality. Although social media have already become an important component in the relationship strategies of companies with their customers, there is still a lack of specific constructs of social relationship in most models traditionally used in online branding and ecommerce. Thus, the general purpose of this thesis was to understand how this level of brand intimacy influences consumer behavior on social media and when it may be more advantageous for brands to seek greater or lesser intimacy, depending on the consumption context in which they operate. More specifically, the effect of brand intimacy was examined under two variations of consumption contexts: in the case of hedonic or utilitarian services; and in the case of services of high or low situational involvement. Four experimental studies were applied to participants selected through Amazon MTurk, with reproductions of Facebook brand pages. The first study provided evidence supporting the positive effect of brand intimacy in consumer responses (purchase intention, intention to use brand page, acceptance and delivery of e-WOM) – due to the increased hedonic value the experience of consumers on social media. The results of Study 1 also offered support to the hypothesis that this positive effect of intimacy brand is moderated by the consumers’ goal type. Brand intimacy had a greater effect when consumers had a hedonic goal than when they had a utilitarian goal. Study 2 was designed to test the moderating effect of the overall valence of posts about the brand on social media. The results confirmed this effect and showed that the positive effect of brand intimacy in all dependent variables ceased to exist due to the number of negative opinions on the brand page. The third study analyzed the possibility that the level of brand intimacy could make consumers’ responses less favorable to the brand in the case of increased perceived risk. Confirming this hypothesis, the perceived risk was observed as a mediator of this negative effect of brand intimacy. Additionally, the study verified that the level of situational involvement was a moderator of this relationship. Finally, the fourth study was designed to test the possibility that the overall valence of the posts about the brand could moderate the effect of brand intimacy on the dependent variables. However, the results of this study indicated no interaction between brand intimacy and the overall valence of the posts, but only a direct effect of the overall valence of posts on purchase intention and e-WOM. In a general way, the results of this thesis can contribute not only to the literature on online marketing and e-commerce, but may also be useful to inform marketing managers on how and when they should address their customers in a more (or less) close way. in order to get better responses in terms of purchase intention, brand page usage and e-WOM. In particular, the results indicate possible best responses in terms of purchase intention, brand page usage intention and e-WOM, by increasing the level of brand intimacy if it is more related to hedonic products/services with low level of situational involvement and risk, or decreasing the level of intimacy for products/services with high levels of situational involvement and risk.

Text in Afrikaans / Die komplementariteit tussen afstand en intimiteit in die terapeutiese verhouding word ge"illustreer en bespreek aan die hand van 'n enkeie gevallestudie. Die klem is op rekursiewe en selfverwysende prosesse wat tussen die terapeut en kiient plaasvind, sodat die vvyse waarop intiemer en meer afstandelike interaksies ge-kokreer is, uitgelig word. Die terapeutiese proses word binne die raamwerk van die ekosistemiese en sosiale konstruksionistiese epistomologie bespreek. Navorsing word uitgevoer volgens die naturalistiese navorsingsparadigma en raakpunte tussen die navorsingsparadigma en epistomologie wat bespreek is, word aan die hand van die gevaliestudie ge"illustreer. In die studie word daar ook verwys na verwante kwessies, soos aanraking en grense in die terapeutiese verhouding, terapie as 'n a-sosiale konteks, terapie as 'n paradoksale situasie en die neutraliteit van die terapeut, wat aansluit by die tema van hierdie studie. Hierdie temas word geintegreer tydens die bespreking van die gevallestudie. / An individual case study is used in this study, to discuss the complementarity between distance and intimacy in the therapeutic relationship. The focus is on recursive and selfreflective processes between the therapist and the client in order to explain the way in which intimate and distant interactions were coconstructed. The therapeutic process was discussed in the context of ecosystemic and social constructionist epistemologies. Research was done according to the principles of the naturalistic research paradigm and overlaps between this research paradigm and epistemologies that were discussed are brought forward through the discussion of the case study. There are also references in this study to related issues, such as touching and boundaries in the therapeutic relationship, therapy as an a-social and paradoxical context, and the neutrality of the therapist, which connect with the theme of this study. These themes are integrated in the discussion of the case study. / Psychology / M.A. (Kliniese Sielkunde)

Esta tese explora um aspecto social específico da interação entre consumidores e marcas em mídias sociais, que é o nível de intimidade da marca. Este fator é entendido como o grau em que a marca interage como um ator social psicologicamente próximo aos seus consumidores, sendo operacionalizado na forma de um construto latente formado pela autorrevelação, pela expressividade de emoções, pela transmissão de sentimentos positivos e de calor humano e pela informalidade. Embora as mídias sociais já tenham se tornado um componente importante para as estratégias de relacionamento das empresas com seus clientes, ainda há uma falta de construtos específicos de relacionamento social na maior parte dos modelos tradicionalmente empregados em branding e comércio eletrônico. Assim, o objetivo geral desta tese foi o de entender como este nível de intimidade da marca influencia o comportamento dos consumidores nas mídias sociais e quando pode ser mais vantajoso para as marcas buscarem maior ou menor intimidade, dependendo do contexto de consumo em que atuam. Mais especificamente, o efeito da intimidade da marca foi analisado em duas variações de contextos de consumo: no caso de serviços de objetivo hedônico ou utilitário; e no caso de serviços de alto ou baixo envolvimento situacional. Quatro estudos experimentais foram usados, apresentando reproduções de páginas de marca no Facebook para participantes selecionados através do Amazon MTurk. Através do Estudo 1, foram oferecidas evidências de suporte ao efeito positivo da intimidade da marca nas respostas dos consumidores – intenção de compra, intenção de uso da página de marca, aceitação e fornecimento de boca a boca online – em função do aumento do valor hedônico da experiência dos consumidores na mídia social. Os resultados do Estudo 1 também ofereceram suporte à hipótese de moderação deste efeito positivo da intimidade da marca pelo tipo de consumo buscado pelos consumidores. A intimidade da marca teve um efeito maior quando os consumidores buscavam um objetivo hedônico do que um objetivo utilitário. O Estudo 2 foi projetado para testar o efeito moderador da valência geral das postagens sobre a marca na mídia social. Os resultados deste estudo demonstraram que, com o maior número de opiniões negativas sobre a marca na mídia social, o efeito positivo da intimidade da marca deixa de se manifestar em todas as variáveis dependentes. O Estudo 3 analisou a possibilidade de que a intimidade da marca pudesse tornar as respostas dos consumidores menos favoráveis à marca, no caso do aumento do risco percebido. Confirmando esta hipótese, o risco percebido foi verificado como um mediador do efeito negativo da intimidade da marca e o nível de envolvimento situacional como um moderador desta relação. Por fim, o Estudo 4 foi projetado para verificar a possibilidade de influência da valência geral das postagens sobre a marca no efeito da intimidade da marca nas variáveis dependentes. Porém, os resultados deste estudo não indicaram nenhuma interação entre a intimidade da marca e a valência geral das postagens, mas apenas um efeito direto da valência geral das postagens na intenção de compra e de boca a boca. De uma forma geral, os resultados desta tese podem contribuir não apenas para a literatura sobre marketing e comércio eletrônico, mas também podem ser úteis para informar os gerentes de marketing sobre como e quando eles deveriam abordar seus clientes de uma forma mais (ou menos) próxima. Em especial, os resultados indicam ser possível obter melhores respostas em termos de intenção de compra, uso da página de marca e boca a boca online, aumentando o nível de intimidade de marca se esta está mais relacionada a produtos/serviços mais hedônicos e de baixo envolvimento situacional, mas diminuindo o nível de intimidade se o produto/serviço está associado a um alto risco e a um elevado envolvimento situacional. / This thesis explores a specific aspect of social interaction between consumers and brands on social media, which is the level of brand intimacy. This factor is defined as the degree to which the brand interacts as a psychologically close social actor to its consumers, and it is operated as a latent construct composed of self-disclosure, emotion expressivity, transmission of positive feelings, human warmth and informality. Although social media have already become an important component in the relationship strategies of companies with their customers, there is still a lack of specific constructs of social relationship in most models traditionally used in online branding and ecommerce. Thus, the general purpose of this thesis was to understand how this level of brand intimacy influences consumer behavior on social media and when it may be more advantageous for brands to seek greater or lesser intimacy, depending on the consumption context in which they operate. More specifically, the effect of brand intimacy was examined under two variations of consumption contexts: in the case of hedonic or utilitarian services; and in the case of services of high or low situational involvement. Four experimental studies were applied to participants selected through Amazon MTurk, with reproductions of Facebook brand pages. The first study provided evidence supporting the positive effect of brand intimacy in consumer responses (purchase intention, intention to use brand page, acceptance and delivery of e-WOM) – due to the increased hedonic value the experience of consumers on social media. The results of Study 1 also offered support to the hypothesis that this positive effect of intimacy brand is moderated by the consumers’ goal type. Brand intimacy had a greater effect when consumers had a hedonic goal than when they had a utilitarian goal. Study 2 was designed to test the moderating effect of the overall valence of posts about the brand on social media. The results confirmed this effect and showed that the positive effect of brand intimacy in all dependent variables ceased to exist due to the number of negative opinions on the brand page. The third study analyzed the possibility that the level of brand intimacy could make consumers’ responses less favorable to the brand in the case of increased perceived risk. Confirming this hypothesis, the perceived risk was observed as a mediator of this negative effect of brand intimacy. Additionally, the study verified that the level of situational involvement was a moderator of this relationship. Finally, the fourth study was designed to test the possibility that the overall valence of the posts about the brand could moderate the effect of brand intimacy on the dependent variables. However, the results of this study indicated no interaction between brand intimacy and the overall valence of the posts, but only a direct effect of the overall valence of posts on purchase intention and e-WOM. In a general way, the results of this thesis can contribute not only to the literature on online marketing and e-commerce, but may also be useful to inform marketing managers on how and when they should address their customers in a more (or less) close way. in order to get better responses in terms of purchase intention, brand page usage and e-WOM. In particular, the results indicate possible best responses in terms of purchase intention, brand page usage intention and e-WOM, by increasing the level of brand intimacy if it is more related to hedonic products/services with low level of situational involvement and risk, or decreasing the level of intimacy for products/services with high levels of situational involvement and risk.

Esta tese explora um aspecto social específico da interação entre consumidores e marcas em mídias sociais, que é o nível de intimidade da marca. Este fator é entendido como o grau em que a marca interage como um ator social psicologicamente próximo aos seus consumidores, sendo operacionalizado na forma de um construto latente formado pela autorrevelação, pela expressividade de emoções, pela transmissão de sentimentos positivos e de calor humano e pela informalidade. Embora as mídias sociais já tenham se tornado um componente importante para as estratégias de relacionamento das empresas com seus clientes, ainda há uma falta de construtos específicos de relacionamento social na maior parte dos modelos tradicionalmente empregados em branding e comércio eletrônico. Assim, o objetivo geral desta tese foi o de entender como este nível de intimidade da marca influencia o comportamento dos consumidores nas mídias sociais e quando pode ser mais vantajoso para as marcas buscarem maior ou menor intimidade, dependendo do contexto de consumo em que atuam. Mais especificamente, o efeito da intimidade da marca foi analisado em duas variações de contextos de consumo: no caso de serviços de objetivo hedônico ou utilitário; e no caso de serviços de alto ou baixo envolvimento situacional. Quatro estudos experimentais foram usados, apresentando reproduções de páginas de marca no Facebook para participantes selecionados através do Amazon MTurk. Através do Estudo 1, foram oferecidas evidências de suporte ao efeito positivo da intimidade da marca nas respostas dos consumidores – intenção de compra, intenção de uso da página de marca, aceitação e fornecimento de boca a boca online – em função do aumento do valor hedônico da experiência dos consumidores na mídia social. Os resultados do Estudo 1 também ofereceram suporte à hipótese de moderação deste efeito positivo da intimidade da marca pelo tipo de consumo buscado pelos consumidores. A intimidade da marca teve um efeito maior quando os consumidores buscavam um objetivo hedônico do que um objetivo utilitário. O Estudo 2 foi projetado para testar o efeito moderador da valência geral das postagens sobre a marca na mídia social. Os resultados deste estudo demonstraram que, com o maior número de opiniões negativas sobre a marca na mídia social, o efeito positivo da intimidade da marca deixa de se manifestar em todas as variáveis dependentes. O Estudo 3 analisou a possibilidade de que a intimidade da marca pudesse tornar as respostas dos consumidores menos favoráveis à marca, no caso do aumento do risco percebido. Confirmando esta hipótese, o risco percebido foi verificado como um mediador do efeito negativo da intimidade da marca e o nível de envolvimento situacional como um moderador desta relação. Por fim, o Estudo 4 foi projetado para verificar a possibilidade de influência da valência geral das postagens sobre a marca no efeito da intimidade da marca nas variáveis dependentes. Porém, os resultados deste estudo não indicaram nenhuma interação entre a intimidade da marca e a valência geral das postagens, mas apenas um efeito direto da valência geral das postagens na intenção de compra e de boca a boca. De uma forma geral, os resultados desta tese podem contribuir não apenas para a literatura sobre marketing e comércio eletrônico, mas também podem ser úteis para informar os gerentes de marketing sobre como e quando eles deveriam abordar seus clientes de uma forma mais (ou menos) próxima. Em especial, os resultados indicam ser possível obter melhores respostas em termos de intenção de compra, uso da página de marca e boca a boca online, aumentando o nível de intimidade de marca se esta está mais relacionada a produtos/serviços mais hedônicos e de baixo envolvimento situacional, mas diminuindo o nível de intimidade se o produto/serviço está associado a um alto risco e a um elevado envolvimento situacional. / This thesis explores a specific aspect of social interaction between consumers and brands on social media, which is the level of brand intimacy. This factor is defined as the degree to which the brand interacts as a psychologically close social actor to its consumers, and it is operated as a latent construct composed of self-disclosure, emotion expressivity, transmission of positive feelings, human warmth and informality. Although social media have already become an important component in the relationship strategies of companies with their customers, there is still a lack of specific constructs of social relationship in most models traditionally used in online branding and ecommerce. Thus, the general purpose of this thesis was to understand how this level of brand intimacy influences consumer behavior on social media and when it may be more advantageous for brands to seek greater or lesser intimacy, depending on the consumption context in which they operate. More specifically, the effect of brand intimacy was examined under two variations of consumption contexts: in the case of hedonic or utilitarian services; and in the case of services of high or low situational involvement. Four experimental studies were applied to participants selected through Amazon MTurk, with reproductions of Facebook brand pages. The first study provided evidence supporting the positive effect of brand intimacy in consumer responses (purchase intention, intention to use brand page, acceptance and delivery of e-WOM) – due to the increased hedonic value the experience of consumers on social media. The results of Study 1 also offered support to the hypothesis that this positive effect of intimacy brand is moderated by the consumers’ goal type. Brand intimacy had a greater effect when consumers had a hedonic goal than when they had a utilitarian goal. Study 2 was designed to test the moderating effect of the overall valence of posts about the brand on social media. The results confirmed this effect and showed that the positive effect of brand intimacy in all dependent variables ceased to exist due to the number of negative opinions on the brand page. The third study analyzed the possibility that the level of brand intimacy could make consumers’ responses less favorable to the brand in the case of increased perceived risk. Confirming this hypothesis, the perceived risk was observed as a mediator of this negative effect of brand intimacy. Additionally, the study verified that the level of situational involvement was a moderator of this relationship. Finally, the fourth study was designed to test the possibility that the overall valence of the posts about the brand could moderate the effect of brand intimacy on the dependent variables. However, the results of this study indicated no interaction between brand intimacy and the overall valence of the posts, but only a direct effect of the overall valence of posts on purchase intention and e-WOM. In a general way, the results of this thesis can contribute not only to the literature on online marketing and e-commerce, but may also be useful to inform marketing managers on how and when they should address their customers in a more (or less) close way. in order to get better responses in terms of purchase intention, brand page usage and e-WOM. In particular, the results indicate possible best responses in terms of purchase intention, brand page usage intention and e-WOM, by increasing the level of brand intimacy if it is more related to hedonic products/services with low level of situational involvement and risk, or decreasing the level of intimacy for products/services with high levels of situational involvement and risk.

The onset of a progressive, fatal illness such as Motor Neuron Disease (MND) inevitably results in physical and communication disabilities that impinge on the individuals’ ability to remain functionally independent. The loss of speech as a result of dysarthria, a motor speech disorder, is one of the most profound changes that the person with MND will experience. The decline in the individuals’ speech intelligibility, that negatively influences communication effectiveness, implies that in 80% of cases alternative and augmentative communication (AAC) strategies are required to support the daily communication needs of individuals with MND. The dyadic nature of chronic illness implies that multiple aspects of one of the most important adult relationships, marriage, will be affected. Roles and responsibilities performed by each member of the couple will continually change as the disease progresses. The emotional trauma of adjusting to the unavoidable alteration in their relationship elicits strong emotions such as guilt, anger and frustration. Communication is one of the most constructive ways of dealing with these emotions. The ability of spouses to convey their innermost thoughts, feelings and intimacy through communicative interaction is vitally important in marital communication. The aim of this study was to compare how persons with MND and their spouses perceive changes in their marital communication in relation to the deteriorating speech of persons with MND. Fourteen couples divided into two participant groups, persons with MND and spouses, participated in this non-experimental correlational research study. Data was collected during three visits at six-monthly intervals over a 12 month period. At each of these visits both participant groups completed a variety of objective and subjective measures, of which twenty percent were interrated by independent raters. Results confirmed the inevitable decline in speech intelligibility of persons with MND across the disease progression. The persons with MND did not report a change in their perception of marital communication although their spouses indicated a statistically significant decrease between the first and last visits. Interestingly, there was no statistically significant relationship between the deteriorating speech of persons with MND and the couples’ perception of marital communication, confirming that marital communication was not influenced by decreased speech intelligibility. / Thesis (PhD)--University of Pretoria, 2010. / Centre for Augmentative and Alternative Communication (CAAC) / unrestricted