La recherche qui est au centre de ce travail de thèse porte sur les opportunités d’apprentissage qui s’offrent à la personne à l’occasion de la rencontre avec d’autres cultures que la sienne. Elle se focalise plus spécifiquement sur l'observation d'une « communauté » virtuelle, également organisation internationale, consacrée au partage d'informations et de témoignages sur le Web et les réseaux sociaux. Cette communauté, appelée Global Voices, est une organisation de médias qui se divise en régions et langues. Elle compte plus de 800 participants. La plupart de ces participants sont des auteurs et des traducteurs bénévoles.Le cadre conceptuel de la recherche mobilise des théories de l’apprentissage, et notamment celles qui concernent les apprentissages par la participation dans les communautés, dans leurs dimensions interculturelles. Nous nous sommes appuyé également sur certains apports de la sociologie de la communication.Nous avons utilisé une approche monographique pour étudier la « communauté » et ses dynamiques de travail et de participation. Les résultats de cette recherche sont aussi le fruit d'une observation impliquée qui repose sur notre participation à plusieurs postes au sein de Global Voices sur une durée de six ans. L’analyse des données recueillies montre comment les interactions au sein de l’organisation, et les histoires et les témoignages qui se partagent sont aussi pour les membres de Global Voices des expériences d’apprentissage qui mobilisent des processus complexes d’ordre cognitif mais aussi affectif. / The research presented here deals with learning opportunities available to peoplewhen they encounter a different culture. The thesis focuses specifically on the observationof a virtual « community », also an international organization, devoted to share informationand personal accounts online through social media. This community, called Global Voicesis a media organization whose content and teams are divided in regions and languages. Thecommunity is made of over 800 participants, most of them volunteer authors and translators.The conceptual frame of the research uses theories of learning, specially thosedevoted to describe learning through participation in communities, and in an interculturaldimension. We have also searched support on the contributions coming from the Sociologyof Communication.The research uses a monographic approach to study the « community » and itsdynamics of work and participation. The results of the research are also the fruit of anengaged observation work supported by my own participation, a 6 year long participationthat included different roles and levels of engagement inside Global Voices.The analysis of the data show the ways in which interactions at the heart of theorganization, as well as the stories and testimonies shared through Global Voice’s work arealso learning for its learners. Finally, it is concluded that these learning experiences alsobring with them complex processes of a cognitive, but also affective order.

Made available in DSpace on 2010-04-20T20:14:43Z (GMT). No. of bitstreams: 1 61080100031.PDF: 7443816 bytes, checksum: a82ca7f98a374b3f75cdb221b7fb942b (MD5) Previous issue date: 2010-02-22T00:00:00Z / O impacto do boca a boca na Imagem da Marca e no julgamento de produtos (bens e serviços) tem sido estudado há tempos na disciplina de comportamento do consumidor. Com o crescimento da internet como mídia social e meio de comunicação entre consumidores e empresas, o boca a boca ganhou força junto a profissionais e pesquisadores de Marketing. Uma revisão da literatura permitiu traçar um paralelo entre o boca a boca tradicional e o eletrônico. É preciso compreender cientificamente a influência do boca a boca eletrônico no comportamento do consumidor. Para isto, foram realizados dois estudos nesta dissertação, sendo o primeiro um estudo exploratório a partir da realização de entrevistas e aplicação de questionários a consumidores, profissionais de Marketing e especialistas do assunto com o intuito de levantar percepções gerais sobre o tema. Para avaliar estatisticamente as hipóteses propostas nesta dissertação, o segundo estudo foi a realização de um experimento com 168 estudantes, contando com cinco cenários e três tipos de produtos (Vestuário, Cosméticos e Lojas Online). A variável independente foi o Comentário Postado pelo consumidor. Duas foram as variáveis dependentes: Imagem da Marca e Intenção de Compra dela. Para a mensuração da Imagem da Marca se utilizou a escala de Personalidade de Marca de Aaker (1997). No tocante à Intenção de Compra, um concurso foi elaborado para os sujeitos. No início e no final da coleta de dados, os participantes escolhiam as empresas das quais ganhariam um prêmio (vale compra), caso fossem os vencedores. Mediu-se a Intenção de Compra em função da escolha dos consumidores antes e depois do estímulo, sendo comparados, ainda, os resultados dos diferentes cenários. Constatou-se que os comentários negativos e positivos que os consumidores postam na internet têm um impacto significante na Imagem da Marca para outros consumidores nos produtos Vestuário e Loja Online. Mas não foram percebidos impactos destes comentários na Imagem da Marca no produto Cosmético e na Intenção de Compra dos outros consumidores nos três tipos de produtos testados. O Gerenciamento dos Comentários negativos (resposta da empresa a comentário postado pelo consumidor) apresentou uma redução no impacto do comentário na Imagem da Marca para os outros consumidores no produto Loja Online. Contudo, os tons alinhados com Foco Regulatório do consumidor nas respostas das empresas não provocaram diferenças significativas, contra indicando essa concepção teórica como meio de aprimorar os resultados do Gerenciamento dos Comentários. Várias implicações científicas e profissionais interessantes decorrem da pesquisa. Para o praticante, se viu que a internet 2.0 é uma mídia a ser considerada no esforço de comunicação da empresa e que ela deve ser considerada como um canal de comunicação bidirecional. / The impact of Word of Mouth Communication on Brand Image and the evaluation of products (goods and services) has been studied for some time in the discipline of consumer behavior. With the growth of the Internet as a social media and as a means of communication between consumers and enterprises, Word of Mouth has gained strength with Marketing professionals and researchers. A review of the literature draws a parallel between traditional Word of Mouth and its electronic version. It is essential to understand scientifically the influence of Electronic Word of Mouth on consumer behavior. In order to do this, two main studies were made: the first one was an exploratory stage conducted with interviews and questionnaires applied to consumers, marketers, and experts on the subject in order to raise general perceptions on the issue. The second study aims to evaluate statistically the hypotheses proposed in this work and involves an experiment applied to 168 students, considering five scenarios and three types of products (clothing, cosmetics and Online Stores). The independent variable was the Comment Posted by the consumer on the internet. Two were the dependent variables: Brand Image and Purchase Intention. To measure Brand Image, the scale "The Brand Personality" by Aaker (1997) was used. To measure Purchase Intention subjects participated in a contest where they chose, at the beginning and end of data collection, the companies from which they would gain a gift certificate, if they won the contest. Purchase Intention was measured depending on the choice of consumers before and after the stimulus, and compared also the results of different scenarios. It was found that the positive and negative comments that consumers posted on the internet have a significant impact on Brand Image for other consumers of products in Clothing and Online stores. However, there was no perceived impact based on these comments regarding Cosmetic products. No impact was found on other consumers' Purchase Intention. Management of Negative Comments (company's response to comments posted by the consumer on the internet) decreased the negative impact of comments on other consumer's Brand Image on product Online Store and the use of Regulatory Focus Theory on companies' responses did not cause significant differences, counter indicating this theoretical concept as a mean to improve the results of managing the comments posted by the consumer on the internet. Several implications of scientific and professional interest arise from this research. For a Marketing professional, it is evident that internet 2.0 should be considered in the media plan of a company and that it should be treated as a two-way communication channel with consumers.