South Africa the development of small tourism businesses are extremely vital for job creation and a development of a new economy. The South African tourism industry has to look at more innovative ways for marketing their products and services to develop the small tourism businesses. The arrival of web 2.0 led to the development and evolution of web-based communities, hosted services and web applications such as social networking sites. Social networking sites have encouraged new ways to communicate and share information on the web. When it comes to online networking, websites are commonly used. These websites are known as social networking sites and function as online communities on the internet. Social networking sites are currently one of the applications of Web 4.0 developments. This means creation by the majority and web participation a necessity. The importance of customer engagement enablement is recognised. Operating systems are in cloud-computing. The communication medium became social media systems and people sell everything via desktop, mobile, tablets and iTV. This study focuses on the Eastern Free State tourism destination and its development through social networks. The main aim of the study is to critically analyse the application and effective utilisation of social network site technologies within the Eastern Free State tourism industry and to explore this objective of social network applications used within the small businesses in Eastern Free State tourism industry. The empirical study was conducted by means of a field study using a structured questionnaire and interviews with key stakeholders. Data from 60 small tourism businesses were collected and a total of 55 businesses restricted to Eastern Free State Drakensberg were analysed in the process of collecting the peer-aided questionnaires. The biggest problems in the use of digital media are knowledge to develop a proper product that has measured marketing outcomes for the small business. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013.

South Africa the development of small tourism businesses are extremely vital for job creation and a development of a new economy. The South African tourism industry has to look at more innovative ways for marketing their products and services to develop the small tourism businesses. The arrival of web 2.0 led to the development and evolution of web-based communities, hosted services and web applications such as social networking sites. Social networking sites have encouraged new ways to communicate and share information on the web. When it comes to online networking, websites are commonly used. These websites are known as social networking sites and function as online communities on the internet. Social networking sites are currently one of the applications of Web 4.0 developments. This means creation by the majority and web participation a necessity. The importance of customer engagement enablement is recognised. Operating systems are in cloud-computing. The communication medium became social media systems and people sell everything via desktop, mobile, tablets and iTV. This study focuses on the Eastern Free State tourism destination and its development through social networks. The main aim of the study is to critically analyse the application and effective utilisation of social network site technologies within the Eastern Free State tourism industry and to explore this objective of social network applications used within the small businesses in Eastern Free State tourism industry. The empirical study was conducted by means of a field study using a structured questionnaire and interviews with key stakeholders. Data from 60 small tourism businesses were collected and a total of 55 businesses restricted to Eastern Free State Drakensberg were analysed in the process of collecting the peer-aided questionnaires. The biggest problems in the use of digital media are knowledge to develop a proper product that has measured marketing outcomes for the small business. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013.

Given the novelty of political campaigning on social networking sites in Lithuania and the critique, it has received from social media experts, the object of the master thesis encompasses mediatization of Lithuanian politics on Facebook, when social media logic becomes adapted in political campaigning and integrated into the political agenda. Accordingly, the MA thesis developed its aim to define in what ways mediatization of Lithuanian politics manifests on Facebook and if public-relations oriented Lithuanian political communication culture, characteristic to political communication on mass media, and negativity, as its culture-specific aspect, are transported to the platform. The research was carried out in several stages. Firstly, using secondary data analysis the study aimed at determining social media logic. Accordingly, the requirements for successful exploitation of social media logic in political campaigning on Facebook were identified – popularity building, connectivity, personalization and interactivity. Thirdly, aiming to determine if the politicians complied with social media logic and transported public-relations oriented political communication culture and negativity to the platform, the research used quantitative and qualitative content analyses. It covered a two-weeks period (from April 02 to April 15, 2014) political campaigning on Facebook run by the seven candidates' to Lithuanian President’s Office. Fourthly, using the obtained empirical data the study... [to full text] / Nors Lietuvos politinė komunikacija socialiniuose tinkluose yra gana naujas reiškinys, jis jau sulaukė socialinių medijų ekspertų kritikos. Šio magistro baigiamojo darbo tyrimo objektu pasirinkta Lietuvos politikos mediatizacija socialiniame tinkle Facebook, kuomet politinių kampanijų metu politikai adaptuoja socialinių medijų logiką ir ją integruoja į savo politinę dienotvarkę. Darbe siekta nustatyti, kokiais būdais Lietuvos politikos mediatizacija pasireiškia internetiniame socialiniame tinkle Facebook. Taip pat buvo svarbu išsiaiškinti, ar Lietuvos viešųjų ryšių (ang. Public-relations oriented) politinės komunikacijos kultūra, ugdoma masinėje žiniasklaidoje, ir jai būdingas negatyvumas perkeliami į Facebook platformą. Tyrimas atliktas keliais etapais. Pirmojo etapo metu, naudojant antrinių duomenų analizę, buvo įvardyta socialinių medijų logika. Tokiu pat būdu nustatyti reikalavimai, leidžiantys išnaudoti socialinių medijų logiką politinių kampanijų metu, t. y., populiarumo didinimas, socialinių ryšių išnaudojimas, personalizacija ir interaktyvumas. Trečiojo etapo metu, siekiant atskleisti Lietuvos politikų komunikacijos atitikimą socialinių medijų logikai ir galimą viešųjų ryšių politinės komunikacijos kultūros bei negatyvumo perkėlimą į Facebook platformą, tyrime naudojama kiekybinė ir kokybinė turinio analizė. Ištirtos septynių kandidatų į 2014 metų Lietuvos Prezidento postą dviejų savaičių laikotarpio (balandžio 02–15 dienomis) politinės kampanijos socialiniame... [toliau žr. visą tekstą]

本研究以三位候選人的粉絲專頁作為觀察的對象，以了解粉絲專頁在競選中所扮演之角色。透過分析Facebook本身的行銷特性，並討論Facebook上的回饋機制（「讚」、「評論」與「分享」）；另一方面則討論網路選戰在國內選舉中所扮演的角色，再以歐巴馬對社群網站應用的經驗，點出社群網站作為競選工具的可行性，以回答本研究的問題與目的：（1）訊息主題與訊息呈現方式的差異與粉絲按「讚」、「評論」與「分享」的差異為何？（2）三組候選人的粉絲專頁經營策略有何差異？本研究希望透過對訊息內容的分析，以及三組候選人粉絲專頁經營策略的分析，整理出屬於社群網站競選的經營方式。 透過「內容分析法」對訊息與「讚」、「評論」和「分享」之關係進行分析，本研究整理結果並提出對經營粉絲專頁訊息之建議：（1）形象塑造上以抓住候選人特質為主，但不偏離真實樣貌；（2）訊息主題的經營應有較多能夠呈現候選人真實想法之主題；（3）訊息呈現方式雖以複合式訊息較容易被分享，仍不可忽略文字訊息之重要。另外，本研究亦同時對三組候選人陣營進行「深度訪談」，以了解其粉絲專頁經營策略，發現三組候選人經營粉絲專頁背景的共通性在於增加「訊息曝光度」；在訊息主題的決策上，大抵都是在主軸底下做細節的延伸和攻防；且從效果評估來看，他們也都認為經營粉絲專頁具有一定成效在。 從三位總統候選人的粉絲專頁訊息內容分析以及經營策略來看，本研究認為，透過經營粉絲專頁能夠讓訊息曝光能達到一定的成效。另外，本研究也建議，應該要以「虛實交會」的手法並行，讓粉絲能夠從虛擬世界中走出，與候選人在真實世界中相會，讓線上與線下的關係能夠更緊密。 / This study aims to understand the role of Facebook pages in electoral campaign. The objectives of observations in this study are the three Facebook pages in regard to the three presidential candidates (Tsai Ing-wen, Ma Ying-jeou, and Sung Chu-yu). To establish the applicability of using SNSs as campaign tools in election, the study generates research questions as follows: (1) Among messages of observed three candidates’ fan pages, how are topics and ways of expression different from each other in the feedback mechanism? (2) What are the differences among the strategies of three candidates’ Facebook pages? Drawn from the results of content analysis and intensive interviews, suggestions are shown as follows: (1) image building of candidates should manifest personal characteristics rather than flamboyance; (2) topics and content of messages should reflect those candidates’ true opinions; (3) the multimedia format of messages are forwarded more often, but the influence of text message should also be concerned. As to strategies of candidates’ Facebook pages, the results in this study suggests managing Facebook pages could enhance the degree of ‘message exposure,’ the subject of message decisions are based on some main topics, and there are a few successful cases for using Facebook pages as a campaign tool. In conclusion, there are some evidences for enhancing ‘message exposure’ by running Facebook pages in this study. Furthermore, to arouse more sense of identification among Facebook fans, political campaigns should be conducted in both ‘cyberspace’ and ‘reality.’

Thesis (MPhil)--Stellenbosch University, 2013. / ENGLISH ABSTRACT: The primary purpose of this study is to explore the social media habits of South African previously disadvantaged entrepreneurs and the way in which the activity of online social networking through social networking sites (SNS) results in the outcome of building social capital for a business venture. At the heart of addressing the research topic is the concept of selfefficacy, which is explored as a key component of human motivation and behaviour. The study explores how self-efficacy beliefs are developed with regard to social media usage and their potential to influence positive outcomes for a business. Based on the research topic, the study which is empirical in nature, has applied a qualitative research design in order to interpret rather than measure self-efficacy behaviours related to social media usage. A purposive non-probability sampling procedure has been adopted to select twelve previously disadvantaged South African entrepreneurs for the study. Semi-structured interviews provide for an interactive and insightful data collection process. As a qualitative study, attention is given to guidelines which establish reliability and validity. Key findings from the study support and refine established Internet selfefficacy research (Eastin & LaRose, 2000) based on Social Cognitive Theory (Bandura, 1986). Based on the established relationships between various constructs and self-efficacy beliefs, the results of the study have been interpreted positively. The findings of the study contribute to the current digital divide debate, and point to a narrowing of the access and participation gap. According to the sample, social media has become embedded in their daily lives for both social and business purposes, and is contributing towards building social capital. This study provides scope to further explore social media as a new opportunity for previously disadvantaged entrepreneurs in South Africa.

Dans la présente thèse, nous proposons une grille de lecture – ancrée dans la théorie du don de Marcel Mauss – et permettant de comprendre les échanges effectués dans le cadre des réseaux sociaux numériques (RSN). Cet éclairage que nous présentons, nous amène à définir et à conceptualiser « le lien social virtuel » qui explique la continuité d’utilisation de ces plates-formes de socialisation en ligne. Il nous permet également d’effectuer une taxonomie des utilisateurs des RSN en fonction de leurs comportements de « donneurs » et de « receveurs » sur ces sites. C’est ainsi que nous avons pu identifier quatre profils : « les connectés » et « les réseauphiles » (catégorie de continueurs) puis « les désenchantés » et « les déconnectés » (catégorie de discontinueurs). Nous suivons une démarche de recherche mixte puisque nous adoptons à la fois des méthodes quantitatives et qualitatives qui s’enrichissent mutuellement et nous permettent de répondre à notre problématique de recherche / In this dissertation, we propose a reading grid of interactions within social networking sites, which is rooted in the theory of the gift developed by Marcel Mauss. This lighting allows us to conceptualize the “virtual social tie” which explains the continuance of usage of these online platforms. It also leads us to develop a taxonomy of social networking sites’ users based on their behavior as “donors” and “receivers” on these websites. Thus, we have identified four groups which are: “connected” and “network-aholics” (category of continuers) then “disenchanted” and “disconnected” (category of discontinuers). We follow here a mix-method research approach as we adopt both quantitative and qualitative methods so as to get data and be able to answer to our research question

Purpose: The purpose of this paper was to extend the understanding of content marketing, content characteristics and its effects on attitudes towards the advertisement and advertising value on social networking sites. Methodology: This study had an explanatory research design with a quantitative research approach. The data used in this study was gathered through an online questionnaire. Conclusion: The results of this study shows that there is a difference between different SNS and the effects that arises from different content characteristics in SNS advertisements. Different SNS can not be treated the same, these differences need to be addressed when communicating and creating advertisements and when being present on different SNS. Implications: This study contributed to the field by providing additional information on how advertising value is affected by attitudes towards the advertisement. The results of this study also show what effect the different content characteristics have on affective and cognitive responses, and gives information regarding what type of content marketers should emphasize, depending on which of the two SNS investigated in this study they are currently operating on.

Magister Artium - MA / Social networking sites are used on a daily basis, to communicate with friends we have known for quite some time as well as make new friends from all over the globe - a global phenomenon. According to Aparicio (2011) the use of social networking sites have given way to a new “social dynamic” where friendships are formed with individuals from diverse backgrounds and geographical locations. Larsen (2007) continues to state that social network sites make for the creation of new friendships and the maintenance of new relationships. Using social networking sites to develop relationships provides us with new social skills, but through constant use of these sites we lose valuable interpersonal skills learnt through the use of face to face interaction (Aparicio, 2011). This thesis investigated the notion of social networking sites, specifically focusing on interpersonal relationships and language use within the networking context. The social networking site in question is that of Twitter, as majority of existing studies in this area focuses on the more popular Facebook. The main objective was to determine whether social networking sites, specifically Twitter, influence the development and maintenance of interpersonal relationships and language use. Participants included a group of 11 males and 11 females (22 in total), ranging from the ages of 17 to 33 and from different geographical locations (e.g. United Kingdom, South Africa, Tokyo, and so on). These participants frequently keep in contact with each other. Four ways in which Twitter has been adapted to emulate face to face communication have been found, namely: (1) the use of Paralinguistic and Prosodic Features to imitate speech, (2) Ustream, although not prominent within the data collected, is used to make up for the lack of face to face communication.This, however, is one-way; only one user provides a video link while those communicating with him or her (as there can be more than one) would type messages, (3) as expected a variety of shortenings can be found within the data collected. Shortenings imitate speech among the younger generation, and (4) participants make use of an informal register, as the most common type of relationship found on Twitter is that of friendships. Both strong and weak ties exist in the collected data; with weak ties being the majority. It is possible for weak ties to become strong ties. All online relationships start off as weak and gradually, over time, become strong ties. This is done through establishing trust between participants and communicating on a regular basis. Paolillo (1999) found that online relationships manifests as both weak and strong. However, “online ties are not ‘branded’ as weak ties” and these ties differ in quality; “those who have regular contact have strong ties and those with less frequent contact have weaker ties weak”. Social support is evident in the collected data and possible in online, textbased communication. In is manifested in four types of support, namely: instrumental, emotional, informational, and appraisal. The most common type of support found in the collected data is that of informational support. With regards to support activation strategies, most tweet fall under the ‘ask’ and ‘cry’ types of strategies. Also, considering the amount of emoticons found in the data, little or no emoticons were found in the activation strategies. There are also more indirect support activation strategies as opposed to direct. This could possibly be due to the fact that majority of the ties are ‘in the weak stage’. Textese has not been adapted in anyway; the same elements used by texters and IMers are used by tweeters, such as initialisms, phonetic spellings and contractions. Although present in the Twitter data, elements of textese did not occur as frequently as that found in e.g. Bieswanger’s (2007) and Thurlow’s (2003) studies; however more elements of Twitter language was found. If anything, the characteristics of textese are well-suited for Twitter; as shortened forms of words would make it easier for users to maintain a character count below the imposed limitation and it promotes the idea of writing quick and concise messages instead of filling message space with irrelevant content. With regards to the difference in the way male and female participants use language in terms of the linguistic characteristics of textese and the language unique to Twitter and the use of paralinguistic and prosodic features, it can be said that females tend to use these characteristics more than males do.

Submitted by Franciele Moreira (francielemoreyra@gmail.com) on 2017-12-07T13:00:25Z No. of bitstreams: 2 Dissertação - Gabriel de Araujo Oliveira - 2017.pdf: 4562129 bytes, checksum: 791d9052681224fcee076ceb8f05e36e (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-12-08T10:34:59Z (GMT) No. of bitstreams: 2 Dissertação - Gabriel de Araujo Oliveira - 2017.pdf: 4562129 bytes, checksum: 791d9052681224fcee076ceb8f05e36e (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-12-08T10:34:59Z (GMT). No. of bitstreams: 2 Dissertação - Gabriel de Araujo Oliveira - 2017.pdf: 4562129 bytes, checksum: 791d9052681224fcee076ceb8f05e36e (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-11-23 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This study presents the founding of the group named Mobilização dos Professores de Goiás (MPG) (Goiás teachers’ movement). Founded by teachers of Goiás public schools in the end of 2011, the movement’s goal was to resist the educational reforms promoted by the government back then. MPG has shown itself as an alternative to the Educational Workers’ Union of Goiás (SINTEGO), institution that officially represents the teachers’ working class in the state. Using the social networking site Facebook, it promoted a series of protests during the educational workers’ strike in 2012. For this research, 1,460 posts and 7,178 comments that were posted on MPG’s Facebook page in February and March of 2012 were documented and, from this, a research on quality and quantity was conducted to: measure the growth of the group on the social networking site; assess the relations between its posts/comments and political events; and capture the political, social, and emotional values that sustain the relationship between its members. / Este estudo apresenta a criação do grupo denominado Mobilização dos Professores de Goiás (MPG). Criado no final de 2011 por professores da rede pública estadual do Estado de Goiás, para exercer resistência às reformas educacionais promovidas pelo governo naquele momento, o MPG colocou-se como uma alternativa ao Sindicato dos Trabalhadores em Educação de Goiás (SINTEGO), entidade que representa oficialmente a classe dos professores no estado. Utilizando a rede social Facebook, promoveram mobilizações diversas durante a greve da categoria no ano de 2012. Para este estudo foram documentadas 1.460 publicações e 7.178 comentários no grupo do MPG no Facebook, entre os meses de fevereiro e março de 2012, e, a partir disso, foi realizada uma pesquisa qualiquantitativa para medir o crescimento do grupo na rede social; avaliar as relações das publicações e dos comentários com os acontecimentos políticos; e apreender os valores políticos, sociais e afetivos que sustentavam as relações entre os membros.

Made available in DSpace on 2014-08-20T13:57:33Z (GMT). No. of bitstreams: 1 Dissertacao_Ana_Maria_Simoes_Netto_Costa.pdf: 2861419 bytes, checksum: 03d70c3b21a436c302aba3899afd96d5 (MD5) Previous issue date: 2013-08-16 / The present study begins research on how social networking sites Twitter and Facebook involved modifying the teaching-learning of mathematics. Therefore, it approaches the Information and Communication Technologies (ICT) in everyday school life through the influence of the social context in which it is inserted contemporary society and exceeds the physical education that occurs. Specifically on ICT discusses the possibility of using social networking sites as spaces mediators of teaching-learning process, aiming collaborative production of knowledge, the development of teaching projects involving research into the history of mathematics. This research is based on theories that discuss the use of ICT in education such as Pierre Lévy, the research as a process that enables the student to work in the construction of their learning as Pedro Demo and articulates the concepts of the theory socio-cultural-historical Vygosky to be the student, the active subject in the process of learning and development. It is concluded in this study that social networking sites actually participated and changed the teaching-learning process, and enabled the collaborative production of knowledge in enabling change to teaching. / O presente trabalho tem origem na investigação sobre como os sites de rede social Twitter e Facebook participam e modificam o processo ensino-aprendizagem da Matemática. Para tanto, aborda-se as Tecnologias de Informação e Comunicação (TIC) presentes no cotidiano escolar pela influência do contexto social no qual está inserida a sociedade contemporânea e que transcende os espaços físicos em que ocorre a educação. Sobre as TIC, mais especificamente, aborda-se a possibilidade de uso dos sites de rede social como espaços mediadores do processo ensino-aprendizagem, visando a produção colaborativa do conhecimento, no desenvolvimento de projetos de ensino que envolvem a pesquisa sobre a História da Matemática. Esta investigação está respaldada em teóricos que discutem o uso das TIC na educação como Pierre Lévy, a pesquisa como um processo que possibilita o aluno atuar na construção de seu aprendizado conforme Pedro Demo e articula os conceitos da teoria sócio-histórico-cultural de Vygosky por ser, o aluno, o sujeito ativo no seu processo de aprendizado e desenvolvimento. Constatou-se nesta investigação que os sites de rede social de fato participaram e modificaram o processo ensino-aprendizagem, bem como viabilizaram a produção colaborativa do conhecimento e propiciaram mudança no fazer docente.