A popularização mundial da internet facilita para seus usuários o compartilhamento de informações, opiniões e experiências sobre diversas questões, como seus interesses, produtos, serviços e locais que visitaram ou que pretendem visitar. Nesse contexto, abre-se espaço para que as organizações também participem desse processo, de modo a conhecer melhor seus públicos e desenvolver ações para influenciar positivamente suas decisões; esse conjunto de práticas forma a chamada comunicação digital. Dentro da competição internacional para atrair investimentos, turistas, imigrantes e estimular exportações, muitos países passaram a adotar estratégias e práticas de criação e gestão de marcas a fim de melhorar suas imagens para obter melhores resultados nessa competição (inclusive o Brasil, através da Marca Brasil) e, com isso, a comunicação digital surge como um importante aliado. Entretanto, observa-se uma escassez de pesquisas que abordem a interdisciplinaridade desses assuntos. Assim, o objetivo geral desta pesquisa é avaliar a experiência de navegação de usuários estrangeiros nos conteúdos de comunicação digital no portal Visit Brasil. A pesquisa foi definida como qualitativa exploratória e, num primeiro momento, realizou entrevistas em profundidade com os profissionais envolvidos na criação e gerenciamento de tais práticas no caso brasileiro. Num segundo momento, foram entrevistados usuários estrangeiros dos conteúdos gerados para a Marca Brasil, contando também com as informações complementares obtidas pelo uso de um equipamento de eye tracking. Os dados qualitativos levantados serviram de base para uma análise de conteúdo. Os resultados obtidos fomentam a conclusão de que o portal Visit Brasil atinge seu objetivo de atrair potenciais turistas estrangeiros a visitar o país, mas falha em seu outro propósito de suprir as necessidades de informações turísticas desses indivíduos. Além disso, conclui-se que o portal não é capaz de influenciar mudanças na imagem do Rio de Janeiro como um destino turístico. Este estudo traz contribuições ao desenvolvimento de novos trabalhos sobre o assunto, além de fornecer aos profissionais envolvidos, e potencialmente às empresas do setor brasileiro de turismo, uma melhor compreensão e o descobrimento de novas oportunidades a respeito das práticas de comunicação digital desenvolvidas em prol da Marca Brasil e de seus resultados até o momento. / The worldwide popularization of the internet makes easier for its users to share information, opinions and experiences about several subjects, like their interests, products, services and places they\'ve been to or intend to go in the future. In this context, companies have the opportunity to also take part into this process, being able to know better their audiences and developing actions to positively influence their decisions, putting into practice digital marketing activities. As the international competition to attract investments, tourists, immigrants and stimulate exports continues to grow, many countries now adopt branding strategies and practices trying to improve their own images to get better results into this competition (including Brazil, through the Brazil Brand), and digital marketing is now an important ally for that attempt. However, studies that approach the interdisciplinarity of those subjects are scarce. Therefore, this study was developed to evaluate the experience of foreign users towards the digital marketing contents developed to the Brazil Brand through the website Visit Brasil. First, through a qualitative approach, in depth interviews were developed with professionals involved on the creation and management of those practices. After that, foreign users of the Brazil Brand online materials interacted with those contents, and these interactions were recorded and analyzed with an eye tracking equipment. In depth interviews also were conducted. All the collected data were analyzed through a content analysis. The results supports the conclusion that the website succeeds to attract potential foreign tourists to visit Brasil, but fails to supply all tourist\'s information needs. Also, it is possible to conclude that the website is incapable of influencing changes about the image of Rio de Janeiro as a tourist destination. This study contributes to the development of new researches on this field, and also will provide to the involved professionals and tourism companies, better comprehensions and new opportunities related to digital marketing practices developed to the Brazil Brand and its results so far.

The subject of this Master's thesis is social media and its utilization in tourism marketing. The aim of the thesis is to determine which social media are most useful for tourism marketing and identify effective ways of social media marketing in tourism. The opening chapter deals with the development and current state of the Internet, digital marketing and individual types of social media. The second chapter examines the influence of social media on travelers and trends in social media marketing. The next chapter contains analysis and evaluation a survey among users of social networking sites. The last chapter is dedicated to analysis and comparison of marketing activities of two competitive tour operators on social media. The main findings of the thesis are summarized in its conclusion.

The diploma thesis deals with the digital marketing strategy for the selected company -- a real estate agency called F.O.K., s.r.o. Prešov. The main objective of theoretical part is to analyze and define the most effective ways and means of company's promotion on the Internet with an emphasis on character of the company and the specifics of the real estate market. SOSTAC method is applied to find the most effective planning of the digital marketing strategy. The practical part deals with an optimization of the existing marketing communications and advertising. As a result, the recommendation for promotion improvement are discovered and futher development for real estate agency plan is defined.

This master thesis deals with various tools of digital marketing and their usage in the music industry. The aim of my master thesis is an analysis of available tools and then the demarcation extent of use. The main research question is What tools of digital marketing are currently most used in the music industry? I chose research methods such as observation, study documents and written questionnaire for answering this issue applied to the Czech Republic. The contribution of this work is how to make particular tools of digital marketing more effective for musicians of the Czech Republic.

This diploma thesis focuses on selected advertising campaigns (published during the academic year 2015/2016) by the universities in the Czech Republic with the highest impact. The goal of this thesis is to present the new ways of communication in digital marketing and to evaluate aforementioned campaigns based on usual principles of promotion among public and educational facilities in the Czech Republic. In order to understand the background the situational analysis and monitoring of current trends within the online advertisement were used. The main contribution is a set of recommendations that could be useful for any educational facility.

Orientador: Laymert Garcia dos Santos / Tese (doutorado) - Universidade Estadual de Campinas, Instituto de Filosofia e Ciências Humanas / Made available in DSpace on 2018-08-26T13:04:28Z (GMT). No. of bitstreams: 1 Cruz_LeonardoRibeiroda_D.pdf: 2081819 bytes, checksum: 83edc0f34085d32e2f4e01a345734b85 (MD5) Previous issue date: 2014 / Resumo: Essa pesquisa discute as estratégias de combate e de inserção do mercado fonográfico na internet e seus efeitos no desenvolvimento da rede. Para tal, ela parte da análise do mercado tradicional de discos, que durante todo o século XX se solidificou através do controle dos meios de produção, distribuição e promoção de cópias gravadas em suporte físico bem como através da proteção das leis regulamentadoras desse mercado ¿ as leis autorais. Entretanto, a internet e as tecnologias de reprodução e distribuição de bens culturais digitalizados reorganizaram o mercado fonográfico ao propiciar uma ampla e gratuita disponibilização de seus produtos. Tal reorganização teve ressonâncias em diversos aspectos desse mercado, principalmente nas formas tradicionais de negociação e valorização dos produtos culturais. As primeiras movimentações do mercado fonográfico foram a de combate à distribuição digital de música em favor da proteção do mercado tradicional de música gravada, pautada pelo paradigma da escassez e pelo controle oligopolista e altamente concentrado do mercado. Contudo, acontecimentos mais recentes no campo da negociação dos produtos culturais e das empresas fonográficas apontam para novos desdobramentos relacionados à aproximação das estratégias de inserção das empresas de entretenimento com a distribuição digital que, por sua vez, buscou transformar o modelo de negócio do mercado fonográfico através de uma redefinição de seus produtos e de sua atuação. A partir de novos serviços legais de disponibilização gratuita de músicas, as grandes empresas fonográficas inauguraram formas distintas de negociação de seus produtos culturais, pautando seus lucros a partir do cada vez mais onipresente marketing comportamental. A música como mercadoria muda de natureza comercial em favor de uma nova lógica de valorização, pautada na abundância e na gratuidade de produtos a partir de seu acesso. Ao reforçar a hegemonia de um modelo de negócio pautado no controle do acesso de informações, na criação de ambientes fechados e voltados à valorização ¿ baseado na ação simultânea de suas estratégias de repressão e de inserção ¿ a indústria fonográfica volta a buscar o controle da produção, distribuição e promoção de música gravada ao mesmo tempo que alteram definitivamente a experiência de navegação do usuário e o próprio desenvolvimento da topologia da internet / Abstract: This research discusses the strategies of repression and insertion of the music industry on the Internet and its effects on the development of the network . To this goal, it starts from the analysis of the traditional music market, that throughout the twentieth century solidified by controlling the means of production, distribution and promotion of recorded copies on physical media as well as through the protection of the laws regulating this market ¿ the copyright laws. However , the internet and the technologies of reproduction and distribution of digitized cultural goods reorganized the music industry by providing a wide and free availability of their products . This restructuring had resonances in various aspects of this market , especially in traditional forms of trading and valuation of cultural products . The first strategy of the music industry were to combat the digital distribution of music in favor of protecting the traditional market for recorded music, guided by the paradigm of scarcity and the highly concentrated and oligopolistic market control. However, recent events in the trading of cultural products and in the record companies fields indicate a new developments related to the integration strategies of entertainment companies in the digital distribution that, in turn, sought to transform the business model of the music industry through a redefinition of its products and its operations. From new legal services with free music available, large music companies opened different ways of negotiating their cultural products, basing its profits from the increasingly ubiquitous digital behavioral marketing. Music as merchandise changes of its commercial nature in favor of a new logic of valuation, based on the abundance and gratuity of product through their access. By reinforcing the hegemony of a business model guided by the access information control, the creation of closed and controlled digital environments - based on the simultaneous action of their strategies of repression and insertion - the music industry back to seek control of production, distribution and sale of recorded music while definitely alter the user's browsing experience and the development of the topology of internet / Doutorado / Sociologia / Doutor em Sociologia

Today’s society is earmarked by developments in technology so drastic, that our lives are continuously changed, impacted and remolded. When thinking about how many impressions one goes through during a single day, the results will be uncountable. And at an increasing pace, many of these impressions are shifting to the digital realm. This thesis acknowledges these rapid changes in the modern world of marketing, particularly the digital aspects of it. Yet while a great amount of research has been conducted to more closely understand digital marketing and how to conduct it, a significantly little amount of research has been spent focusing on the customer. This while the path that a customer takes from need to purchase may have grown to be more complex than ever. Not all the impressions that a customer gains on a certain product or brand come solely from the company behind it. As such, we decided to focus on exploring this customer journey – a relatively nascent theme in the field of marketing research. More specifically, we aim to answer the following research question: How is the customer purchasing decision affected by the customer’s interaction with touch points throughout the customer journey? Our main purpose was to arrive at a model as an answer to the research question, that could be used as a foundation for future research studies. We were intensely curious at gaining a better understanding of the customer journey and what the customers experience as they are touched by different influential channels during their travel from need to purchase. Our study shows that it is possible to synthesize the state of current research on the topic of the customer journey and support it with empirical data gathered from interviews with a variety of customers. Central to our thesis are the following two definitions that we have constructed based on current literature: The customer journey is the individual experience that a customer has when interacting with touch points in the path from a pre-purchase to a post-purchase setting. Touch points are moments of contact between customer and company that individually and collectively influence customer experience. The third critical element is that of the customer experience, which we don’t explicitly define, but implicitly construe as a distinct construct with a powerful impact by serving as the catalyst between touch points and customer actions and perceptions.The result is a conceptual model of the customer journey that we feel could be a foundation for future research on the customer journey to build upon and perhaps one day could serve as an overarching model for marketing as a whole.

The aim of this thesis is to research the value and influence of digital marketing on the competitive establishment of start-up companies. The research would further explore whether digital marketing can have a substantial effect on the growth of start-ups, enhance brand recognition, gain consumer loyalty, and strengthen customer relationships. This concept has not been previously researched and the only related study we find was the correlation between social media and innovation in start-ups, which indicates that social media has a positive effect on innovation in start-up companies.    The research used a qualitative research approach in which 5 start-up firms were interviewed using a semi-structured interview as the primary data collection method. The research also used secondary data collected through peer-reviewed articles, journals, and websites.   The study concludes that digital marketing is recognized as a creative and efficient way of obtaining, sustaining, and establishing customer relationships. Online channels and platforms, such as websites, industry-specific outlets, and forums, have been identified to be the most beneficial for start-ups. It also suggests that a fresh start-up can develop substantially through digital marketing by creating brand awareness, building trust, and building consumer awareness. However, most of the start-up companies hesitate implementing digital marketing strategies at the beginning of the company’s establishment.   Our findings will assist other start-ups to consider digital marketing for their marketing strategies. Recommendations for further studies are a related but perhaps more detailed study in Sweden and UAE, together with a study in a country other than Sweden and UAE.

To date, the rather new phenomena known as Social Media Marketing (SMM) has caught much attention from researchers and several studies have been conducted prior to resolving how this new phenomenon can be utilized by business-to-business (B2B) organizations. However, existing literature covering SMM has been mainly focused on the business-to-consumer (B2C) perspective, therefore, there is a lack of research in the utilization of SMM in a B2B context. Hence, this bachelor thesis aims to contribute to the theoretical and empirical findings of social media in a B2B context, by uncovering marketing decision-makers point of view and how they work with social media, specifically in the international high-technological and service-oriented sector. The purpose of this research paper is to identify and describe the utilization of SMM together with the positive and negative aspects of it in the B2B context, based on empirical data collected from decision-makers working with marketing, operating in service-oriented international IT-organizations located in Sweden. In order to fulfil the purpose, a qualitative research method was chosen where 7 semi-structured interviews were conducted with marketing decision-makers from 6 international service-oriented B2B companies operating in the IT industry. The decision-makers participating in the study contributed with their experiences and perceptions of social media, concluding that they highly values SMM and emphasizes its importance as it is perceived as significant for all B2B organizations today and as the society is becoming more and more digitized, it will become of even higher importance in the upcoming years. Further, the thesis also found that the decision-makers working with SM use it for three main objectives; Brand awareness, Lead generation and Employer branding. Lastly, based on the empirical findings of this report, some similarities and controversies were discovered in regard to how theory suggests that SMM is used in the B2B environment as well as how the different participants view the usage of SMM.

Hoy en día, el uso de las redes sociales de manera profesional y las mismas reglas y restricciones que imponen estas plataformas al momento de ofrecer espacios publicitarios en sus webs, hace que el mundo sea competitivo para crecer y hacer un negocio conocido. Esto sucede con los músicos independientes en Lima dado que en su mayoría no cuenta con los recursos necesarios para crear una estrategia que impacte en redes sociales o simplemente no tiene un presupuesto de inversión. El tema investigado consiste en demostrar que el uso óptimo y eficiente de las redes sociales es una estrategia digital es esencial para generar Brand Awareness en el negocio de los músicos independientes. Se buscó investigar una audiencia joven, la cual es considerada como nativos digitales, que entra durante varios momentos en el día a sus redes sociales y que escuchan a sus artistas favoritos a través de plataformas de streaming digital en su gran mayoría. Basándonos en la aplicación estudios cualitativos y cuantitativos, se buscará evidenciar y demostrar que esta relación existe y es relevante para el negocio de la industria de la música en la ciudad de Lima, Perú. / Today, the use of social networks in a professional manner and the same rules and restrictions imposed by these platforms when offering advertising spaces on their websites, makes the world competitive to grow and make a business known. This happens with independent musicians in Lima since they do not have the necessary resources to create a strategy that impacts social networks or simply does not have an investment budget. The subject investigated is to demonstrate that the optimal and efficient use of social networks is a digital strategy is essential to generate Brand Awareness in the business of independent musicians. We sought to investigate a young audience, which is considered as digital natives, who enter their social networks for several moments in the day and who listen to their favorite artists through digital streaming platforms in the vast majority. Based on the application of qualitative and quantitative studies, we will seek to demonstrate and demonstrate that this relationship exists and is relevant to the music industry business in the city of Lima, Peru. / Trabajo de investigación