Submitted by Irene Nascimento (irene.kessia@ufpe.br) on 2016-10-19T17:54:35Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) TESE_MICHELINE_DAYSE_GOMES_BATISTA_CD.pdf: 8737170 bytes, checksum: d594366cdf34d0e38eb575c1d0686f4a (MD5) / Made available in DSpace on 2016-10-19T17:54:35Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) TESE_MICHELINE_DAYSE_GOMES_BATISTA_CD.pdf: 8737170 bytes, checksum: d594366cdf34d0e38eb575c1d0686f4a (MD5) Previous issue date: 2015-11-26 / Esta é uma tese sobre comunidades on-line abrigadas em sites de redes sociais. Seu objetivo é investigar as possibilidades e limites das trocas interacionais e comunicacionais que ocorrem nesses ambientes, considerando que são mediadas pela tecnologia. Tomamos como objeto empírico o grupo Direitos Urbanos | Recife (DU), abrigado no Facebook desde 2012, cujo propósito é discutir os problemas urbanos da cidade do Recife, estado de Pernambuco, Brasil. Contando com cerca de 30 mil participantes, a página da comunidade representa um campo institucional que dá suporte às ações off-line do movimento, que se caracterizam pela ocupação de espaços públicos no sentido de reivindicar o direito à cidade. O Facebook é utilizado pelo movimento não apenas para discussões, mas também para informar, articular e mobilizar, seguindo uma receita adotada por inúmeros outros movimentos que têm eclodido ao redor do mundo, tais como o Ocupe Wall Street. Analisando as trocas interacionais e comunicacionais no ambiente do DU, e os efeitos positivos e negativos da tecnologia sobre esse ambiente, buscamos identificar a estrutura das redes sociais e os atores mais centrais, formatos, conteúdos e fluxo das publicações, como ocorre a conversação em si e a ação dos moderadores para a manutenção da ordem e dos discursos do grupo. Constatamos, entre outras coisas, que o DU abriga redes pouco vivas e muito fragmentadas, com poucos atores bem conectados, baixa interação e poucas relações de amizade. Além disso, a comunicação nesse espaço está sujeita a ruídos e ambiguidades e, ainda assim, consegue abrir brechas para a ação comunicativa, gerando laços de apoio e solidariedade. / This is a thesis about online communities sheltered in social network sites. It aims investigate the possibilities and limits of interactional and communicational exchanges that occur in these environments considering that are mediated by technology. We took as empirical object the Direitos Urbanos | Recife group, sheltered in Facebook since 2012, whose purpose is to discuss urban problems of the city of Recife, state of Pernambuco, Brazil. Bringing together about 30,000 participants, the community page is an institutional field that supports the offline actions of the movement which is characterized by occupying public spaces in order to claim the right to the city. Facebook is used by the movement not only for discussion but also to inform, coordinate, and mobilize, following a recipe adopted by numerous other movements that have hatched around the world such Occupy Wall Street. Analyzing the interactional and communicational exchanges in DU environment we seek to identify the structure of social networks and the most central actors, formats, content, and flow of publications, as is the conversation itself and the action of moderators to maintain order and group discourses. We find among other things that DU has little living and fragmented networks, with few well-connected actors, low interaction and few friendships. In addition communication in this space is subject to noise and ambiguities and still can open loopholes for communicative actions, generating support and solidarity ties.

The diploma thesis focuses on corporate communication through social network Facebook. It deals with the promotion and success of advertising communication on fan pages. The output is recommendations that may significantly contribute to the added value of the company not only in the meaning of increased sales, bud also to increase brand awareness.

This diploma thesis is concerned with the problematic of the links between self-presentation on social networks (SNS) and female beauty ideal. The thesis defines the beauty ideal as social construct, because every culture has its own beauty ideal and every period held its own standards on what is considered as beutiful. The thesis is also based on assumption that definitions of beauty are multidimensional and is focused on several beauty ideals. The aim of the thesis is to evaluate ways of self-presentation of women on social networks in the context of ideal of beauty. The research is based on the analysis of profile pictures on social networks and is also based on qualitative method of grounded theory. The final results show that the dominant way of visual self-presentation is represented by selfies. But the research has also shown that in each group there is a minority group of women who present themselves in accordance with the chosen ideal of beauty. Differences are described at the end of the thesis.

The main purpose of the diploma thesis is to study the environment and functioning of the selected community Islám v ČR nechceme (No Islam in the Czech Republic) on Facebook. The analysis focuses mainly on obtaining knowledge and information about the links of the group with other subjects on the social network and also on covering the growing interest in the studied group. The analysis is carried out using Gephi and Microsoft Excel software. The results of both analyses bring the knowledge necessary to fulfil the purpose of the diploma thesis. The proposed methods can be applied to analyse groups of various sizes and specialisation. These analyses and information gained in this way may be applied as part of security management, specifically for the study and mapping of extremist groups, which may significantly facilitate the decision-making processes of the security authorities.

Internet population in Czech republic and its segmentation. Development of advertisement spending into internet. Types of internet advertising in the Czech republic. New trends of internet marketing (social networks, geolocation services, mobile marketing). Proposal of low-cost marketing campaign on internet (using wide range of communication channels of internet marketing).

The main purpose of this thesis is to examine current most important social networks usable in Czech Republic and evaluate usefulness for logistic companies. The aims of thesis are basics of internet marketing, separation of social networks and evaluation their commercial potential. Author attaches his research in form of questionnaire aimed on current usage social networks in logistic companies and compiles recommendations how use social network for commercial purpose.

This master's thesis deals with luxury brand marketing communication within social networks. The subject reacts to the dynamic growth regarding the importance of social networks that bring many changes and opportunities to marketing communication conductive to the customer. Its purpose is to use theoretical knowledge about luxury brand marketing within social networks such as Facebook, Instagram, Pinterest, Twitter, and Youtube; presented in its first part, for the analysis and evaluation of the current activities on social media of the luxury Czech glass company LASVIT. Based on the findings from the analysis, the final part of this thesis presents my recommendations and concrete proposals concerning the expansion of current marketing communication activities of LASVIT within it's domain of social platforms.

The thesis focuses on the social media strategy and marketing communication on Facebook. The main goal of the thesis is to pursue an analysis of all the steps and parts of the strategy and marketing communication on Facebook at a specific organisation. The theoretical part starts with a general introduction of the internet marketing. The thesis further looks into the topic of social networks, their development, definition, principles and benefits for a company. A detailed study of each step of the social media strategy and main parts of the marketing communication on Facebook follows. The practical part includes the analysis of the suggested strategy and all parts of the marketing communication on Facebook. In case the practical part brings some imperfect results, the author adds data based on the summary of the theoretical part. The final analysis extended by author´s suggestions can act as a practical guide for similar projects.

The diploma thesis deals with the problem of social networking in banking sector of the Czech Republic. The goal of the thesis is to define a set of best practices for successful activity of banks on social networks, based on own research of current activity of selected Czech banks in social networks environment. The thesis is divided into four main chapters. The first chapter summarizes the findings of previous theses, which dealt with similar topic. The second chapter deals with the problem of social networking theoretically, describes the actual most important social networks in the world, suggests their division according to typical attributes and describes the most important ways of social networking usage for business. The third chapter contains own research of social networks usage by Czech banks, definition of criteria for evaluation of the research and the evaluation itself. The final chapter contains the set of best practices based on the research, which can be used for successful activity of banks in social networks environment. Keywords

This thesis deals with the field of Competitive Intelligence in relation to the possibilities of application of its methods and tools for competitive analysis of the market environment using modern virtual social networks. Theoretical part focuses on the characteristics of the market environment of ICT companies by using Porter's analysis and then it is focused on the description of selected tools and methods used to processing unstructured data and social networks analysis. The practical part is based on a real project which ran from early March 2013 at IBM Company. Practical part demonstrates current possibilities of information technology in the field of Competitive Intelligence.