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Marknadsföring på sociala medier är ett område det forskas mycket om. Den medieintensivitet som präglar samhället idag gör ämnet högst aktuellt att undersöka och det finns flertalet intressanta perspektiv att utgå ifrån. För denna uppsats har det operativa arbetet för marknadskommunikation på sociala medier undersökts. Uppsatsen syftar till att ge en djupare förståelse för kommunikationsteorin IIMC (interaktiv integrerad marknadskommunikation) och identifiera samband mellan IIMC och arbetsprocessen för mediebyråer som erbjuder sociala medier som marknadsföringstjänst. För att nå detta syftar uppsatsen vidare till att formulera en modell för marknadskommunikation på sociala medier. Empiriskt material har samlats in genom fem kvalitativa semistrukturerade intervjuer och kompletterats med innehållsanalyser genomförda på Facebooksidor och Instagramkonton tillhörande kundföretag till tre av de mediebyråer som deltagit i undersökningen. Som stöd till det empiriska materialet inhämtades kommunikationsteorier vilka verkade som teoretiskt ramverk för uppsatsen. Genom analys och diskussion uppenbarades att marknadsföring på sociala kanaler har genomgått stora förändringar senaste åren och utvecklas i hög takt. Med detta medföljer stora möjligheter men även svårigheter för marknadsförare som har svårt att hinna med i utvecklingen. Avslutningsvis formuleras en modell som visar på ett potentiellt arbetssätt för att kommunicera framgångsrikt på de sociala kanalerna framtagen på grunder från insamlad teori och empiri. / Marketing on social media is an area that has been researched a lot. The media intense society that characterizes the world today makes this subject relevant to research, and there are several interesting perspectives to investigate. For this paper, the operational work of marketing on social media is investigated. The purpose of this paper is to provide a deeper understanding of the communication theory IIMC (Interactive Integrated Marketing Communications) and identify the connection between IIMC and the work process for media agencies that offer social media as a marketing service. To achieve the purpose, the paper aims to formulate a model for marketing on social media. The empirical material was gathered through five qualitative semistructured interviews and were complemented with content analyzes conducted on Facebook Pages and Instagram accounts belonging to customers to three of the media agencies that were interviewed. As a support to the empirical material collected, communication theories were collected and are shown as a theoretical framework for the thesis. Through analysis and discussion it was revealed that marketing on social channels have undergone major changes in recent years and have developed rapidly. With this come great opportunities but also difficulties for marketers who are struggling to keep up with the developments. Finally a model is formed that shows a potential process to follow in order to communicate successfully in the social channels. Keywords Social

When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing.  It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.

Made available in DSpace on 2016-08-19T12:59:17Z (GMT). No. of bitstreams: 1 Dissertacao-AllannePereiraAraujo.pdf: 10380773 bytes, checksum: d164f581706013a6ea4ad9cfa61ad26f (MD5) Previous issue date: 2015-12-17 / Objective. This study aims to examine the association maternal nutritional status on the size of the newborn. Methodology. Cohort study of 1365 pregnant women and their newborns, who attended the St. Louis BREEZE research - MA. Data were collected in 2010 and 2011 and were applied two questionnaires: one during the prenatal and the other was applied after delivery. The main explanatory variable was the body mass index (BMI) before pregnancy. This was classified as underweight/normal weight, overweight and obesity. From the theoretical assumptions, a theoretical model was proposed by directed acyclic graphs (DAGs English): 1) Total effects (ET) adjusted to economic class, education, marital status, maternal age and occupation, 2) direct effect (ED) adjusted to economic class, education, marital status, maternal age, occupation, alcohol and maternal smoking, high blood pressure during pregnancy and conducting prenatal care. Data were analyzed using multiple linear regression with BMI as the outcome of the newborn (NB). Results. The infants had birth average BMI of 13.4 ± 1.7 kg / m2.As for the pre-pregnancy BMI and BMI RN, association was observed in the model proposed by DAG to full effect. However, for the direct effects model, the type of delivery and the realization of prenatal were protective factors to the increase of the BMI RN: ED (p = <0,001; Coef .: 0,51; CI: 0,31 ; 0,70), ED (p: 0,027; Coef: -. 1,88; CI: -3,55, -0,21). However, schooling between 8-11 years of study in all models (ET and ED) were protective factor for increasing RN BMI. As for the pre-pregnancy BMI and BMI RN, is observed even as overweight (p: 0,008; Coef .: 0,08: CI: -0,06; 1,84) and obesity (p : 0,009; Coef .: 0,89; CI: -0,09, 1,86) pre-pregnancy increase the RN BMI also increases. Conclusion. Overweight and pre-gestational obesity appears to be associated with BMI RN such associations underscore the need for early prenatal care and continuing to pregnant women, which may contribute to reducing maternal and child mortality rates and other adverse developments that context. / Objetivo. O presente estudo tem por objetivo analisar a associação entre estado nutricional pré-gestacional e o índice de massa corporal do recém-nascido. Metodologia. Estudo de coorte que envolveu 1365 gestantes e seus recém-nascidos, que participaram da pesquisa BRISA de São Luís - MA. Os dados foram coletados no ano de 2010 e 2011 e aplicaram-se dois questionários: um por ocasião do pré-natal e o outro após o parto. A variável explanatória principal foi o Índice de Massa Corporal (IMC) pré-gestacional. Este foi classificado em magreza/eutrofia, sobrepeso e obesidade. A partir dos pressupostos teóricos, um modelo teórico foi proposto pelos gráficos acíclicos direcionados (do inglês DAGs): 1) efeito total (ET) ajustado para classe econômica, escolaridade, situação conjugal, idade materna e ocupação, 2) efeito direto (ED) ajustado para classe econômica, escolaridade, situação conjugal, idade materna, ocupação, etilismo e tabagismo materno, hipertensão e diabetes mellitus na gestação e número de consultas realizadas durante o pré-natal. Os dados foram analisados por regressão linear múltipla tendo como desfecho o IMC do recém-nascido (RN). Resultados. Os RN tiveram IMC ao nascer médio de 13,4 ± 1,7 kg/m2. Quanto ao IMC pré-gestacional e sua relação com o IMC do RN, foi observada associação no modelo proposto pelo DAG para efeito total. Porém, para o modelo de efeito direto, o parto vaginal e a realização de pré-natal foram fatores de proteção ao aumento do IMC do RN: ED (p: <0,001; Coef.: 0,51; IC: 0,31;0,70), ED (p: 0,027; Coef.:-1,88; IC: -3,55;-0,21). A escolaridade entre 8 a 11 anos de estudo, em todos os modelos (ET e ED), foi fator de proteção para o aumento do IMC do RN. Quanto ao IMC pré-gestacional e o IMC do RN, observa-se ainda que à medida que o sobrepeso (p: 0,008; Coef.: 0,08: IC: 0,06;1,84) e a obesidade (p: 0,009; Coef.: 0,09; IC: 0,09;1,86) pré-gestacionais aumentam, o IMC do RN também aumenta. Conclusão. O sobrepeso e a obesidade pré-gestacionais parecem estar associados a valores elevados de IMC do RN, tais associações ressaltam a necessidade de assistência pré-natal precoce e contínua às gestantes, o que poderá contribuir para redução dos índices de morbimortalidade materno-infantil e demais evoluções desfavoráveis nesse contexto.

A stall-regulated wind turbine with fixed-speed operation provides a configuration which is one of the cheapest and simplest forms of wind generation and configurations. This type of turbine, however, is non-optimal at low winds, stresses the component structure and gives rise to significant power peaks during early stall conditions at high wind speeds. These problems can be overcome by having a properly designed generator speed control. Therefore, to track the maximum power locus curve at low winds, suppress the power peaks at medium winds, limit the power at a rated level at high winds and obtain a satisfactory power-wind speed curve performance (that closely resembles the ideal power-wind speed curve) with minimum stress torque simultaneously over the whole range of the wind speed variations, the availability of active control is vital. The main purpose of this study is to develop an internal model control (IMC) design for the squirrel-cage induction generator (SCIG), coupled with a full-rated power converter of a small (25 kW), stall-regulated, variable-speed wind-turbine (SRVSWT) system, which is subject to variations in the generator speed, electromagnetic torque and rotor flux. The study was done using simulations only. The objective of the controller was to optimise the generator speed to maximise the active power generated during the partial load region and maintain or restrict the generator speed to reduce/control the torque stress and the power-peaking between the partial and full load regions, before power was limited at the rated value of 25 kW at the full load region. The considered investigation involved estimating the proportional-integral (PI) and integral-proportional (IP) controllers parameter values used to track the stator-current producing torque, the rotor flux and the angular mechanical generator speed, before being used in the indirect vector control (IVC) and the sensorless indirect vector control (SLIVC) model algorithms of the SCIG system. The design of the PI and IP controllers was based on the fourth-order model of the SCIG, which is directly coupled to the full-rated power converter through the machine stator, whereas the machine rotor is connected to the turbine rotor via a gearbox. Both step and realistic wind speed profiles were considered. The IMC-based PI and IP controllers (IMC-PI-IP) tuning rule was proven to have smoothened the power curve and shown to give better estimation results compared to the IMC-based PI controllers (IMC-PI), Ziegler-Nichols (ZN) and Tyreus-Luyben (ZN) tuning rules. The findings also showed that for the SRVSWT system that employed the IVC model algorithm with the IMC-PI-IP tuning rule, considering the application of a maintained/constant speed (CS) strategy at the intermediate load region is more profitable than utilizing SRVSWT with the modified power tracking (MoPT) strategy. Besides that, the finding also suggested that, for the IMC-PI-IP approach, the IVC does provide better power tracking performance than the SLIVC model algorithm.

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Les rapports scientifiques l’attestent, la progression de l’obésité serait irrémédiable. Elle ferait peser sur la santé des individus des risques considérables et menacerait de faire imploser notre système de santé. Ce constat alarmant, a conduit les autorités publiques à prendre le problème à bras le corps. Par sa place centrale dans le dispositif des soins, il est demandé à l’hôpital de s’organiser pour répondre à ce véritable tsunami sanitaire. Or, la réalité hospitalière offre un étonnant contraste. La maladie semble apparemment invisible dans les services de soins. Dans le domaine des pathologies reliées aux troubles du comportement alimentaire, l’obésité ne serait pas « première ». Elle serait plutôt une maladie « secondaire ». En dehors des Centres Hospitaliers Universitaires, ou des centres spécialisés, elle ne concernerait en définitive que très peu d’établissements hospitaliers. Mais, dans ces établissements où l’obésité a été visibilisée, le modèle hospitalier actuel polarisé sur la rationalité des soins, les progrès scientifiques et la performance médicale autour de plateaux techniques imposants, est bousculé. Dans un contexte d’intensification du travail hospitalier et de changement des modes de financement, la prise en charge de l’obésité impose à ces institutions d’engager une réflexion sur les pratiques professionnelles en s’ouvrant à l’environnement hospitalier. De nouvelles formes de coopération apparaissent avec des acteurs locaux qui assurent aux sujets obèses le maintien des liens sociaux et qui participent à la prévention du développement de la maladie. / Scientific reports indicate that the progression of obesity is irremediable. It represents a considerable health risk for individuals and threatens our health system with collapse. This alarming fact has led the public authorities to tackle the problem head-on. In view of their central position in the care system, hospital is required to organize in order to respond to this veritable healthcare tsunami. The situation of hospital does, however, offer an astonishing contrast. The illness appears to be invisible in the healthcare services. In the field of eating disorders, obesity is not in the foreground. It is a “secondary” disease. Outside university hospitals, or specialized centers, it is only of concern to very few hospitals. In those establishments in which obesity has been given a high profile, though, the current hospital model, focused on rational healthcare, scientific progress and medical performance involving impressive technical platforms, is being shaken up. In a scenario of increased hospital work and of changes in funding mechanisms, dealing with obesity obliges these institutions to reflect on professional practices, opening up to their environment. New forms of cooperation are created with local agents who ensure the maintenance of social connections for obese patients and who help to prevent the disease from developing.

Made available in DSpace on 2016-04-28T20:37:42Z (GMT). No. of bitstreams: 1 Maristela dos Reis Souza.pdf: 484726 bytes, checksum: cb8be85e00b93024a2c288ee4bf1df38 (MD5) Previous issue date: 2011-08-26 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Possessing a Body Mass Index (BMI) categorized as obese and taking care of physical appearance may be two irreconcilable characteristics among fat individuals. Therefore, the overall objective of this research is to understand what type of relation exists between the body weight of these individuals and the act of acquiring and wearing clothes. This research uses the concept of persona from Jungian Psychology to understand this issue in a psychological perspective. The methodology used involves semi-structured interviews and the measurement of the Body Mass Index of 40 males and 40 females, distributed between five BMI categories: normal range, overweight and obesity classes I, II and III. The data was analyzed by crossing the closed questions that stood out in terms of percentage with the verbalizations of the participants aimed at justifying their choices. We have found a linear relation between the BMI and the following variables: the feeling of exclusion, difficulty in finding clothes of adequate size and dissatisfaction with body weight. Worrying about body weight causes suffering not only in participants with obese BMI, but also in participants with normal BMI and overweight BMI / Possuir índice de massa corporal obesidade e ser cuidadoso com sua aparência física podem ser características pessoais inconciliáveis para os indivíduos gordos. Assim, o objetivo geral da pesquisa foi compreender qual é o tipo de relação existente entre o peso corporal dos indivíduos e a aquisição e uso de roupas. A pesquisa utiliza o conceito de persona provindo na Psicologia Junguiana a fim de compreender esta relação dentro do ponto de vista psicológico. O método da pesquisa consiste na entrevista semi-aberta e na mensuração do índice de massa corporal de 40 homens e 40 mulheres distribuídos entre cinco categorias do IMC: normal, sobrepeso, e obesidade classes I, II e III. Os dados foram analisados a partir do cruzamento entre as questões fechadas que mais destacaram percentualmente e o discurso emitido pelos participantes ao justificar sua escolha. Encontramos uma relação linear entre o IMC e as três variáveis: sentimento de exclusão, dificuldade para achar roupas de tamanhos adequados e insatisfação com o peso corporal. A preocupação com o peso corporal no ato de vestir-se gera sofrimento não só para os participantes com IMC obesidade, mas também para os participantes com IMC normal e IMC sobrepeso

Os pés representam a base de suporte do ser humano e a projeção do centro de massa dentro dela faz com que o indivíduo permaneça em equilíbrio. Alterações na base são responsáveis pela perda da instabilidade e podem ser a causa de quedas, principalmente em idosos. Portanto, verificar a relação entre o pé e o equilíbrio em idosos é de fundamental importância não apenas para compreender a natureza dessa relação, mas também para facilitar, a partir disso, suas atividades diárias como, por exemplo, sentar-se, andar e ficar em pé. Como há indicativos na literatura de que o índice de massa corporal e a prática de atividade física podem estar ligadas à manutenção do equilíbrio, torna-se necessário verificar a influência dessas variáveis nessa relação. O objetivo deste estudo foi verificar a relação entre a estrutura do pé (mais precisamente o arco longitudinal medial) e o equilíbrio em idosos praticantes e não praticantes de futsal. Foram avaliados 28 idosos do sexo masculino através da mensuração do índice do arco, da aplicação do teste de equilíbrio (POMA) e do questionário de Baecke modificado para idosos. Os resultados mostraram que não houve correlação significante entre as variáveis pé e equilíbrio tanto em diferentes tipos de IMC quanto em idosos praticantes e não praticantes de futsal. Todos os idosos apresentaram pontuação alta no POMA (entre 23 e 28 pontos), fato que demonstra “efeito teto" na população estudada. De um modo geral pode-se dizer que não houve relação entre pé e equilíbrio na população estudada. / The feet represent the base of support in the human beings and the center of mass projection on this base makes the individual balance. Any modification in the base of support is responsible for the lost the stability causing falls, particularly in older people. Therefore, the relationship between foot and balance in older people is important not only to understand the relationship nature but also to help daily activities such as sitting, walking and standing. Since the literature indicates that the body mass índex and the practice of physical atcivity can influence the balance, it is necessary to examine the influence in this relationship. The purpose of this study is verifying the relationship between foot (mainly the arch) and balance in older people who practices futsal or not. In this study, 28 male older people were assessed by using the arch índex and a balance test (POMA), and the Baecke questionnaire on habitual physical activity for elderly. The results show that there was not a significant correlantion between arch index and balance in differents types of BMI among older people who practices futsal or not. All volunteers show high pontuation in POMA (23 and 28 points) demonstrating ceiling effect. In conclusion there was not a relationship between foot structure and balance in this population.