We live today in the information age with users being able to access and share information freely by using both personal computers and their handheld devices. This, in turn, has been made possible by the Internet. However, this poses security risks as attempts are made to use this same environment in order to compromise the confidentiality, integrity and availability of information. Accordingly, there is an urgent need for users and organisations to protect their information resources from agents posing a security threat. Organisations typically spend large amounts of money as well as dedicating resources to improve their technological defences against general security threats. However, the agents posing these threats are adopting social engineering techniques in order to bypass the technical measures which organisations are putting in place. These social engineering techniques are often effective because they target human behaviour, something which the majority of researchers believe is a far easier alternative than hacking information systems. As such, phishing effectively makes use of a combination of social engineering techniques which involve crafty technical emails and website designs which gain the trust of their victims. Within an organisational context, there are a number of areas which phishers exploit. These areas include human factors, organisational aspects and technological controls. Ironically, these same areas serve simultaneously as security measures against phishing attacks. However, each of these three areas mentioned above are characterised by gaps which arise as a result of human involvement. As a result, the current approach to mitigating phishing threats comprises a single-layer defence model only. However, this study proposes a holistic model which integrates each of these three areas by strengthening the human element in each of these areas by means of a security awareness, training and education programme.

This study aimed to provide public relations professions with insight into the use of Social Customer Relationship Marketing as a marketing 2.0 tool which delivers the potential to elicit the opportunity for organisations to monitor, engage and manage conversations and relationships through Facebook. Drawing on literature from the fields such as new media, public relations, social customer relationship marketing, and public relations, a qualitative content analysis of case studies of selected organisations was conducted including 10 South African organisations that have incorporated Facebook into their Social Customer Relationship Marketing strategies. The content analysis was conducted to determine the amount of communications taking place on each fan page in order to support the data and provide additional insight into the research question, primary data was collected through two survey questionnaires of, firstly, social media users who subscribe to an organisation‘s Facebook page and, secondly, a survey conducted among the social organisations. Surveys were conducted to firstly determine the social organisations interactions with Facebook as secondly, to determine the social media users‘ interactions with the Facebook. The study found that the majority of the organisations under study in the content analysis successfully elicited user generated conversations about the brand, through content that was advocated by the organisations Facebook administrator. It is also evident as seen in the minority of organisations that these platforms are only likely to elicit consumer- driven dialogue on Facebook if the platform is managed effectively through initiated daily conversations about the brand. The continuous involvement by the administrator in encouraging conversations was necessary, as well as response to all wall posts by the social customer, participation in all conversations by providing accurate information to customers and potential customers about the brand. Conclusions from the survey questionnaires among the social identified the social customers need to be communicated with pro-actively by an organisations who can provide, through collaborative conversations, information pertaining to the brand in real time conversation, while the survey among the social organisation concluded the need for an organisation to not only create a social media footprint, but to allow for a space in which through conversation with the social customer, conversations can turn into relationships.

El presente trabajo académico tiene como objetivo principal analizar el papel que desempeñó el marketing digital en la promoción y resultados de las películas Asu Mare 2 y Desaparecer; identificando la correlación que hubo entre la interacción en las redes sociales y los resultados de taquilla en las semanas que ambas películas estuvieron en cartelera. / Trabajo de investigación

Trabajo de suficiencia profesional

El uso de las redes sociales por diferentes empresas es cada vez mayor, pues se obtienen muchos beneficios, entre ellos una mejor interacción con sus clientes y formas más directas y eficientes de informar sobre sus productos. Bajo este contexto, este artículo pretendió investigar sobre los beneficios que Instagram brinda a tiendas de ropa femenina en el mercado peruano enfocándose en cómo puede aportar a la construcción del valor de marca mediante el engagement. Esta investigación se basó en un análisis realizado en el año 2015 a las tiendas Camote Soup y Rommate, para conocer la problemática desde las perspectivas de los dueños de las tiendas, seguidoras de cuentas de Instagram y community managers. Con la finalidad de actualizar la información recabada del año 2015 se realizó un segundo estudio cualitativo en el 2017. De esta manera se concluyó que Instagram sí aporta a la construcción del valor de marca si es que esta es gestionada eficientemente. La buena gestión, según los resultados del presente estudio, se refiere a seguir una estrategia orientada en los objetivos que se tenga como marca y sobretodo utilizando contenido en la plataforma que pueda generar una fidelización con su público. / Trabajo de investigación

This thesis aims to assess the supporting role social networks provide to divorced Saudi women who face after divorce challenges. After reviewing the impact that online social networks have on Saudi society and the legal context of divorce in Saudi Arabia, this study explores key issues faced by divorced Saudi women using a qualitative approach. Upon reviewing the limited amounts of literature and following two methodological phases, the key findings are: (1) identifications of primary challenges faced by divorced Saudi women namely; social, economic, psychological, and legal issues; (2) extraction of themes based on each identified issue, leading to the identification of four qualitative models; and (3) assessment of the supporting role social networks have in the identified themes of each issue.

Orientador: Fernando José Von Zuben / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Engenharia Elétrica e de Computação / Made available in DSpace on 2018-08-27T03:14:35Z (GMT). No. of bitstreams: 1 Kurka_DavidBurth_M.pdf: 1660677 bytes, checksum: 7258daf8129b4dac9d1f647195775d3c (MD5) Previous issue date: 2015 / Resumo: Com o surgimento e a popularização de Redes Sociais Online e de Serviços de Redes Sociais, pesquisadores da área de computação têm encontrado um campo fértil para o desenvolvimento de trabalhos com grande volume de dados, modelos envolvendo múltiplos agentes e dinâmicas espaço-temporais. Entretanto, mesmo com significativo elenco de pesquisas já publicadas no assunto, ainda existem aspectos das redes sociais cuja explicação é incipiente. Visando o aprofundamento do conhecimento da área, este trabalho investiga fenômenos de compartilhamento coletivo na rede, que caracterizam eventos de difusão de informação. A partir da observação de dados reais oriundos do serviço online Twitter, tais eventos são modelados, caracterizados e analisados. Com o uso de técnicas de aprendizado de máquina, são encontrados padrões nos processos espaço-temporais da rede, tornando possível a construção de classificadores de mensagens baseados em comportamento e a caracterização de comportamentos individuais, a partir de conexões sociais / Abstract: With the advent and popularization of Online Social Networks and Social Networking Services, computer science researchers have found fertile field for the development of studies using large volumes of data, multiple agents models and spatio-temporal dynamics. However, even with a significant amount of published research on the subject, there are still aspects of social networks whose explanation is incipient. In order to deepen the knowledge of the area, this work investigates phenomena of collective sharing on the network, characterizing information diffusion events. From the observation of real data obtained from the online service Twitter, we collect, model and characterize such events. Finally, using machine learning and computational data analysis, patterns are found on the network's spatio-temporal processes, making it possible to classify a message's topic from users behaviour and the characterization of individual behaviour, from social connections / Mestrado / Engenharia de Computação / Mestre em Engenharia Elétrica

Orientadores: André Franceschi de Angelis, Regina Lúcia de Oliveira Moraes / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Tecnologia / Made available in DSpace on 2018-08-27T04:53:50Z (GMT). No. of bitstreams: 1 Libardi_PaulaLucieneOliveira_M.pdf: 1610224 bytes, checksum: a08b75cd1a30c421927617ee8b6ac8d4 (MD5) Previous issue date: 2015 / Resumo: A identificação de usuários falecidos em Redes Sociais Online é um desafio em aberto e, dado o tamanho das principais redes, abordagens que envolvam intervenção manual são impraticáveis. Usuários inativos por longo tempo inviabilizam soluções simples tais como a expiração de um prazo desde o último acesso, o que torna difícil a diferenciação entre inativos e falecidos. Esta pesquisa iniciou-se com o pressuposto de que o problema poderia ser parcialmente resolvido com métodos automáticos e a hipótese era de que dois métodos aqui propostos, um baseado na análise de frequência de mensagens trocadas entre usuários e outro fundamentado na combinação de informações da topologia da rede junto a inspeções de mensagens, poderiam identificar satisfatoriamente parte dos usuários falecidos. Para testar esta hipótese, recorreu-se à simulação computacional, usando topologias livre de escala e aleatória. O programa que simula as redes foi construído de forma a aplicar e testar os métodos de identificação de falecidos, seguindo padrões de projeto que permitem facilmente a troca ou o encadeamento dos algoritmos a validar. Dessa característica, originou-se um terceiro método, que é a combinação das saídas de algoritmos detectores aplicados anteriormente à rede. Os resultados da pesquisa validaram a hipótese, sendo que os dois métodos propostos inicialmente tiveram, cada qual, índices de acerto superiores a 70% na maioria dos casos simulados, independentemente da topologia da rede. Em ambos os métodos, no entanto, é necessária uma calibração de dois parâmetros operacionais, o que exige algum conhecimento da rede examinada e influencia na taxa de detecção. O último método mostrou-se bastante eficiente, com detecção correta superior a 94%, e capaz de absorver flutuações na taxa de detecção dos demais métodos advindas de suas respectivas parametrizações. Portanto, os objetivos da pesquisa foram plenamente atingidos, com a validação da hipótese inicial, a proposta de três métodos para a solução do problema e a geração de um produto tecnológico, o Demortuos, que é o software de simulação da rede e teste dos métodos, atualmente em processo de registro no Instituto Nacional da Propriedade Industrial (INPI). Adicionalmente, foram abertas possibilidades para o desenvolvimento de métodos automáticos para busca de outras classes de usuários / Abstract: Identifying deceased users in Online Social Networks is an open challenge and, given the size of the main networks, approaches involving manual intervention are impractical. Inactive users for a long time prevent simple solutions such as the expiration of a period since the last entry, making it difficult to differentiate between inactive and deceased users. This research began with the assumption that the problem could be partially solved with automated methods and the hypothesis was that two methods proposed here, one based on frequency analysis of messages exchanged between users and the other based on the combination of topology information network with the messages of inspections, could satisfactorily identify the part of deceased users. To test this hypothesis, we used the computer simulation, using free topologies of scale and random, the latter for comparison purposes. The program that simulates the network was constructed to implement and test the deceased identification methods, following design patterns that easily allow the exchange or the chain of algorithms to validate. This characteristic gave up a third method, which is combining the outputs of detectors algorithms previously applied to the network. The survey results validated the hypothesis, and the two proposed methods initially had, each, hit rates of over 70% in most cases simulated, regardless of the network topology. In both methods, however, two operating parameters calibration is necessary, which requires some knowledge of the network and examined influences the detection rate. The last method proved to be very efficient with proper detection above 94%, and able to absorb fluctuations in the detection rate of other methods resulting from their respective parameterization. Therefore, the research objectives were fully achieved, with the validation of the initial hypothesis, the proposed three methods for the solution of the problem and the generation of a technological product, Demortuos, which is the network simulation software and testing methods currently in the registration process at the National Institute of Industrial Property (INPI). Moreover, possibilities are opened for the development of automated methods to search for other classes of users / Mestrado / Tecnologia e Inovação / Mestra em Tecnologia

Orientador: Cristiane Pereira Dias / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Estudos da Linguagem e Laboratório de Estudos Avançados em Jornalismo / Made available in DSpace on 2018-08-27T09:28:43Z (GMT). No. of bitstreams: 1 Pequeno_Vitor_M.pdf: 1673328 bytes, checksum: 6c971150145b2aa5951e0bc1f9c7e58f (MD5) Previous issue date: 2014 / Resumo: Essa pesquisa centrou suas investigações sobre as redes de relacionamento como dispositivos tecnológicos de comunicação e estabelecimento das relações sociais. Por meio da apropriação e aplicação de diversos dispositivos teóricos da teoria discursiva e do materialismo histórico, buscou analisar aspectos técnicos dessas redes como produções de cunho ideológico, desconstruindo as formulações de sujeito, relação social e circulação do sentido implícitas em sua estruturação. Essa pesquisa também se apoiou fortemente no método filosófico de Jean Baudrillard para repensar certas operações nocionais de dualização, principalmente no caso de online e off-line, e sua relevância, tanto epistêmica, quanto social, na contemporaneidade. Nos apropriamos aqui da noção de Arquivo como princípio ideológico de circulação do sentido, e desenvolvemos a noção de clivagens subterrâneas, que Pêcheux sugere em Ler o Arquivo Hoje (1982). Apesar da intensa heterogeneidade possibilitada pela materialidade do online, o que de predominante que acabamos por encontrar na estrutura técnica das redes de relacionamento foi a forma-histórica do capitalismo contemporâneo, estruturando as relações sociais, e a própria constituição da subjetividade, através do que acabamos por categorizar como relações de consumo / Abstract: This research centered its investigation on social networks as technological devices for communication and the establishment of social relations. By means of the appropriation and application of several theoretical dispositifs from discursive theory and historical materialism, this paper sought to analyze technical aspects of these networks as ideologically structured, deconstructing the implied formulations for subjects, social relations, and the circulation of meaning imbedded in this structuring. This research also heavily relied on the philosophical methods of Jean Baudrillard in order to rethink certain notional operations of duality, especially in the case of online/off-line, and their relevance, both epistemic and social, for the present. This research appropriates itself of the notion of Archive as an ideological principal for the circulation of all meaning, and develops the idea of subterranean cleavages, which Pêcheux suggests in Lir L¿archive Aujourd¿hui (1982). In spite of intensely heterogeneous material possibilities intrinsic of the online environment, what we have predominantly found in the technical structure of social networks is the historic-form of contemporary capitalism, structuring social relations, and even the constitution of subjects, through what we have come to categorize as relationships of consumption / Mestrado / Divulgação Científica e Cultural / Mestre em Divulgação Científica e Cultural

As the growing popularity of social networking sites (SNS) in recent years, many companies have recognized the potential of SNS as a competitive tool to connect with their customers and help them to achieve better business performance. The brand page is a popular product of SNS that allows companies to create their own profiles in SNS and provides companies with a platform to engage with their customers. The brand page can create added values for both companies and customers because it can help companies to increase brand awareness and also help customers to gain more brand knowledge. Past studies consider that increasing customers’ commitment and trust on the brand page are central to improving companies’ performance on the brand page. The aim of this thesis is to gain a better understanding of customers’ commitment and trust on the brand page based on the Commitment-Trust Theory, and use customer values based on the Customer Value Theory to explain the antecedents of customers’ commitment, trust, and relationship outcomes on the brand page. In particular, the thesis focuses on three customer values, namely, functional value, social value, and emotional value. This thesis focuses on four customer relationship outcomes: relationship durability, electronic word of mouth, continued interaction, and functional conflict. To examine the above objectives, this thesis proposes a theoretical model which includes three model components: relationship antecedents (i.e., customer values), relationship mediators (i.e., brand page commitment and trust), and relationship outcomes (i.e., relationship durability, electronic word of mouth, continued interaction, and functional conflict). We propose positive relationships between relationship antecedents and relationship mediators, and between relationship mediators and relationship outcomes. We conceptualized functional value, social value, emotional value, brand page commitment, and brand page trust as second-order constructs. We identify their respective first-order constructs through an extensive literature review. We verify our research model by using a data set collected in a Chinese social networking site – Sina Microblog. A total of 375 questionnaires are collected from users in Sina Microblog who have followed at least one brand page. We adopt established measurement items in previous studies to measure the constructs in this thesis. All measurement items undergo vigorous tests of factor analysis and construct validity. We also assessed the validity of second-order constructs by using theoretical and statistical analysis. We test our proposed model by using statistical technique of structural equation modelling (SEM). Partial least square (PLS) software package is used for data analysis. Our analysis confirms that social and emotional values significantly influence both brand page commitment and trust. Functional value is significantly related to brand page trust but not brand page commitment. In term of relationship outcomes, our findings show that both brand page commitment and trust significantly affect customers’ relationship durability, electronic word of mouth intention, continued interaction, and functional conflict. Our results also confirm the key mediating roles of brand page commitment and trust on the relationships between each of customer values and each of relationship outcomes. In conclusion, this thesis makes two main contributions. First, it provides empirical evidence regarding the process of customer relationship development on the brand page. Our results reveal that customer values are salient drivers of customers’ commitment, trust, and relationship outcomes on the brand page. Second, it contributes to the Commitment-Trust Theory and the Customer Value Theory by exploring the content of each customer values, commitment, and trust in the context of SNS brand pages.