Made available in DSpace on 2016-04-25T16:44:25Z (GMT). No. of bitstreams: 1 Aldair Almeida Fonseca.pdf: 3183130 bytes, checksum: aa08ff6e8f0e5605239a78579f27a8c6 (MD5) Previous issue date: 2011-10-20 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / In regards to the importance of branding and the value of management to contemporary organizations and the relevance of the Internet on the world stage, this study aims to understand how the Internet can be used as a mean to generate value to the brand in addition to understanding how Social Media (social networking, virtual communities, blogs and forums), sites other than Google Adwords, Adsense and Analytics can be useful in creating value for brands and how these features can influence the perception of value by consumers. This study was developed through qualitative research. The bibliographic review on the brand value was based on the concepts of Aaker (1998, 2007) and Keller (2006), as these authors support the line taken in this project that the brand value lies in its positioning in the minds of consumers , as is, the quota that the brand occupies in the consumers' mind , on the issue Internet, we used bibliographic concepts present in Castells (1999, 2001) as well as articles and specialized sites that deal with the issue. The field research was developed through case study, and to ensure the reliability of the survey, we used the case study protocol based on the model proposed by Yin (2001). To answer questions presented a research was made on a study of a single case in a company specializing in the development and improvement of online marketing, where a survey was conducted through exploratory approach of open questions in order to investigate how this company through the means of Internet adds value to your brand, and thus present results that demonstrate the relevance of the Internet as a creator of value. The main conclusions of this study indicate that the Internet and its resources are a key resource for the generation of value for contemporary companies in the current scenario, the increased importance of the Internet shows that companies need to understand and leverage the resources available on it to obtain consistent results and perennials / Em função da importância das marcas e do gerenciamento do seu valor para as organizações contemporâneas e da relevância da Internet no cenário mundial, esse estudo tem por objetivo entender como a Internet pode ser usada como meio para gerar valor à marca além de compreender como as mídias sociais (rede sociais, comunidades virtuais, blogs e fóruns), sites além do Google Adwords, Adsense e Analytics podem ser úteis na criação de valor para as marcas e como esses recursos podem influenciar na percepção de valor por parte dos consumidores. O estudo foi desenvolvido por meio de pesquisa qualitativa. A revisão da literatura sobre o valor da marca foi pautada nos conceitos de Aaker (1998, 2007) e Keller (2006), pois esses autores defendem a linha seguida nesse projeto de que o valor da marca reside no seu posicionamento na mente dos consumidores, ou seja, na cota que a marca ocupa na mente do consumidor . Com relação ao tema Internet e mídias sociais, utilizou-se como base bibliográfica os conceitos presente em Castells (1999, 2001) e Cardoso (1998) além de artigos e sites especializados que tratam do tema. A pesquisa de campo foi desenvolvida por meio de estudo de caso, e para garantir a confiabilidade da pesquisa, utilizou-se o protocolo de estudo de casos baseado no modelo proposto por Yin (2001). Para dar respostas às indagações apresentadas foi realizado um estudo de caso único em uma empresa especializada no desenvolvimento e aprimoramento de marketing online, onde foi realizada uma pesquisa exploratória por meio da abordagem de questões abertas com o objetivo de investigar como essa empresa através dos meios da Internet gera valor para sua marca, e dessa forma, apresentar resultados que demonstrem a relevância da Internet como geradora de valor. As principais conclusões desse estudo apontam que a Internet e seus meios são um recurso fundamental para a geração de valor para as empresas contemporâneas no cenário atual. O aumento da relevância da Internet demonstra que as empresas necessitam entender e potencializar os recursos disponíveis nessa mídia para obtenção de resultados consistentes e perenes

Made available in DSpace on 2016-04-25T16:44:37Z (GMT). No. of bitstreams: 1 Wesley Moreira Pinheiro.pdf: 1467200 bytes, checksum: 46f3fd4eaa9228ccf949df1db5c64f66 (MD5) Previous issue date: 2013-12-12 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Higher education in Brazil has increased demand for places from the beginning of this century. In recent years competition has increased among higher education institutions, especially among private character . Education has a public good, to be treated also as an economic good. The insertion of marketing in educational institutions is notorious. And the strategies for attracting students have been heavily focused on the social networks on the internet , especially as a form of investment cheap and popular. The problem of this research is aimed to investigate the influence of online social networks in the process of student enrollment in higher education. Characterized as a case study, the research is framed as quantitative and qualitative. Discusses how students newly enrolled in journalism courses, Advertising and Publicity, Radio, TV and Video, and Public Relations FIAM - FAAM University Center, seek information, relate the networks and realize the influence of virtual networks in their choice by an institution or a college. The survey results show how it is possible to generate word of mouth through social networks on the internet and how buzz marketing assists the promotion process. Consequently, the data confirm the understanding as is the use of online social networks can impact the student's choice, influencing the process of uptake of higher education institutions in Brazil / O ensino superior no Brasil apresenta crescimento na demanda por vagas desde o início desse século. Nos últimos anos a concorrência tem aumentando entre as instituições de ensino superior, especialmente entre as de caráter privado. A educação passou de um bem público, para ser tratada também como um bem econômico. A inserção do marketing nas instituições de ensino é notória. E as estratégias de captação de alunos vão ao encontro das redes sociais na internet, sobretudo como uma forma de investimento barata e popular. O problema dessa pesquisa está voltado para a investigação da influência das redes sociais digitais no processo de captação de alunos no ensino superior. Caracterizada como estudo de caso, a pesquisa é enquadrada como quantitativa e qualitativa. Discute como os alunos, recém matriculados, dos cursos de Jornalismo, Propaganda e Publicidade, Rádio, TV e Vídeo e, Relações Públicas, do FIAM-FAAM Centro Universitário, buscam informação, se relacionam pelos sites de relacionamento e, percebem a influência das redes virtuais na sua escolha por uma instituição ou por um curso superior. Os resultados da pesquisa apontam como é possível perceber o boca a boca pelas redes de relacionamento na internet e como o buzz marketing auxilia o processo de promoção. Consequentemente os dados corroboram o entendimento sobre como o uso das redes sociais digitais pode impactar a escolha do aluno, influenciando o processo de captação das instituições de ensino superior no Brasil

Submitted by Vasti Diniz (vastijpa@hotmail.com) on 2017-09-20T13:20:33Z No. of bitstreams: 1 arquivototal.pdf: 2943946 bytes, checksum: b8343c63ac0d576407d4e983fce42bb5 (MD5) / Made available in DSpace on 2017-09-20T13:20:33Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 2943946 bytes, checksum: b8343c63ac0d576407d4e983fce42bb5 (MD5) Previous issue date: 2017-04-11 / The historical evolution of the democracy brought the growing necessity of communication and spreading public interest information about the governments to the citizens. Managing these fluxes became part of a specific professional activity, the press office – which gained boost regarding the news release with these function occupied by journalists. The present work shows how this class conquered, developed and exercise its mediator role between power and society, both yesterday and today, in media times. The technologic evolution brought changes in diverse social areas, reaching significantly the media functions. Therefore, it is important to describe the press office work in the institution, focusing the functions and challenges faced by the journalist, especially after the social and digital medias creation. As research’s objectives we have: to contextualize the exercise of the press office profession in general and local levels. To characterize the nature of the journalistic work developed in institutions – especially publics institutions (conflicts, tensions, interests). To distinguish the journalistic practice in press and in the institutional environment. To point the changes faced in social fields and, mainly, in communication, with the digital creation. To discuss culturally and professionally the press officers identity, investigatin if the “ciberculture” creation and the social medias rise brought changes in press officers identities and production routine. For this, besides the bibliography revision, we resorted to the study of the experience in the Paraíba Government case, which has sort of 65 press officers. As methodology, the study uses, in addition, the researcher’s direct participative observation, who is part of the group, and did interviews and applied questionnaires, in a pattern, as a sample of the government press officers. Starting from these resources, the results point that the use of the digital devices, digital and social, are part of the routine of most of the press officers, optimizing the journalistic disclosure and the relationship with the public. The majority of the press officers sees that the new tools, though beneficial, bring function accumulation and overwhelming, because the routine is not restrict to work journey, but full time, to answer the demands coming from everywhere anytime. The press officer also exercise various media activities, establishing a multitasking and technological profile. / A evolução histórica da democracia trouxe uma necessidade crescente de comunicação e liberação de informações de interesse público dos governos para os cidadãos. Administrar esses fluxos passou a fazer parte de uma atividade profissional específica, a assessoria de imprensa – que ganhou impulso quanto à divulgação noticiosa com a ocupação desta função por jornalistas. Neste trabalho, mostra-se como essa classe conquistou, desenvolveu e exerce o papel de mediador entre o poder e a sociedade, tanto ontem quanto hoje, em tempos de midiatização. A evolução tecnológica trouxe mudanças nas diversas esferas sociais, atingindo significativamente as funções de mídia. Por isso, cumpre-nos descrever o trabalho de assessoria de imprensa nas organizações, com foco nas funções e desafios enfrentados pelo jornalista, sobretudo depois do advento das mídias digitais e sociais. Como objetivos específicos da pesquisa, temos: contextualizar o exercício da profissão de assessor em nível geral e local; caracterizar a natureza do trabalho jornalístico desenvolvido em organizações – sobretudo públicas (conflitos, tensões, interesses); diferenciar a prática jornalística na redação e no ambiente organizacional; apontar as mudanças vividas nos campos sociais e principalmente na Comunicação com o advento do digital; discutir cultura profissional e descrever o perfil dos assessores; investigando se o advento da cibercultura e a ascensão das mídias sociais traz mudanças na identidade e nas rotinas de produção do assessor de imprensa. Para isso, além da revisão bibliográfica, recorremos ao estudo de caso da experiência do Governo do Estado da Paraíba, que emprega uma média de 65 assessores. Como metodologia, o estudo utiliza, ainda, a observação direta participante da pesquisadora, que integra a equipe em questão, bem como a realização de entrevistas e a aplicação de questionário padrão com uma amostra de assessores do governo. A partir desses meios, os resultados apontam que o uso dos dispositivos de mídias - digitais e sociais - fazem parte do dia a dia da maioria dos assessores, otimizando a divulgação jornalística e o relacionamento com os públicos. A maior parte dos profissionais enxerga que as novas ferramentas, embora benéficas, trazem acúmulo de função e sobrecarga - pois a rotina não mais é restrita às horas de trabalho, mas “full time”, para atender as demandas advindas de todos os meios e em qualquer momento do dia. O assessor também passa a exercer diversas atividades de mídia, estabelecendo-se com um perfil multitarefa e tecnológico.

Kommunikation idag sker både online, offline och kan vara både text- och bildbaserad. Snapchat är gratis mobilapplikation som förenklar snabb kommunikation genom bilder, videor och text. Applikationen är en social medieplattform som främst riktar sig till den yngre generationen och främjar relationsbyggande. Syftet med studien har varit att undersöka hur unga vuxna kommunicerar via Snapchat samt hur användandet av applikationen påverkar relationer och kommunikation. Studien är baserad på en kvantitativ undersökningsmetod i form av en enkät samt kvalitativa enskilda intervjuer. Enkäten innehöll bland annat frågor och påståenden om respondenternas användning av applikationen samt hur den påverkar kommunikation och relationer. De personliga intervjuerna gav möjlighet till fördjupning av personliga upplevelser. Studiens har visat att Snapchat är en bra applikation för snabb kommunikation men att den också bidrar till anonymitet som kan leda till mobbning. Studien har också visat att Snapchat bidrar till att befintliga relationer stärks. / Communication today takes place both online, offline and can be based on text and images. Snapchat is a free mobile application that simplifies fast communication through images, videos and text. The application is a social media platform that is primarily aimed at the younger generation and promotes the building of relationships. The purpose of this study has been to investigate how young adults communicate through Snapchat and how the use of the application affects relationships and communication. The study is based on a quantitative survey method in the form of a questionnaire and qualitative individual interviews. The survey included questions and statements about the respondents' use of the application and how it affects communication and relationships. The personal interviews provided an opportunity for in-depth personal experiences. The study has shown that Snapchat is a good application for fast communication but that it also contributes to anonymity that can lead to bullying. The study has also shown that Snapchat helps to strengthen existing relationships.

Titel:                                  David vs. Goliath Författare:                        Henriksson, Johannes & Ågehäll, Adam Institution:                        Linnéuniversitetet, Ekonomihögskolan Program:                           Ekonomprogrammet inriktning Marknadsföring Kurs:                                 Företagsekonomi III – Marknadsföring, Examensarbete, 15hp Handledare:                      Leif Rytting Examinator:                      Kaisa Lund   Syfte:                                 Uppsatsens syfte är att undersöka huruvida mikroföretag kan skapa marknadsfördelar av att implementera Search Engine Marketing. Ytterligare en avsikt är att uppsatsen skall bidra med kunskap kring hur mikroföretag kan stärka sitt varumärke genom Search Engine Marketing.    Metod:                               Kvalitativ studie innehavande en mix mellan induktiv- och deduktiv forskningsansats. Även kallad abduktiv forskningsansats. Den empiriska datan är insamlad genom semi-strukturerade intervjuer bestående av tio respondenter.   Slutsats:                             Sökmotormarknadsföring är en grundkomponent i den digitala marknadsföringen. Mikroföretag skapas möjlighet att konkurrera mot större varumärken genom skapad synlighet. Marknadsföring via en nischad marknad visar sig fördelaktig. En sammanstrålad varumärkesidentitet och varumärkesimage bör avspeglas i content.   Nyckelord:                          Sökmotormarknadsföring, SEO, PPC, Google, mikroföretag, sökmotorer, sociala medier, varumärken.   Fördelning av arbete:         Båda författarna har varit lika delaktiga under alla delar av studien. / Title:                                   David vs. Goliath Authors:                             Henriksson, Johannes & Ågehäll, Adam Institution:                          Linnaeus University, School of Business and Economics Programme:                       Business Administration and Economics, specialization Marketing Course:                               Business Administration III – Marketing, Bachelor Thesis, 15hp Supervisor:                         Leif Rytting Examiner:                           Kaisa Lund   Purpose:                             The purpose of this study is to examine how micro enterprises can create market advantages by implementing Search Engine Marketing. Further intention is that the study will provide knowledge about how micro enterprises can invigorate they brand through Search Engine Marketing.    Method:                              Qualitative study using a mix of both inductive- and deductive research approach. Also known as abductive approach. The empirical data is collected using semi-structured interviews, with ten respondants.   Conclusion:                         Search Engine Marketing is a basic component in digital marketing. Micro enterprises creates the opportunity to compete against larger brands through visibility. Niche marketing is found valueable. A converged brand identity and brand image should be mirrored in content.   Keywords:                          Search engine marketing, SEO, PPC, Google, micro enterprises, search engines, social medias, brands.   Allocation of work:             Both authors have been equally involved in all parts of the thesis.

Les interactions entre marques et consommateurs font l’objet de nombreuses recherches, notamment depuis l’avènement des médias sociaux. Cette recherche porte sur un mode d’interaction peu étudié, la conversation de marque, définie comme une suite de messages échangés en ligne et en public entre plusieurs individus dont un au moins représente une marque. Pour étudier ce phénomène, nous réalisons deux études qualitatives et trois études quantitatives. En faisant appel à la théorie du face-work, nous montrons que la marque parait plus humaine quand elle respecte les règles de la communication interpersonnelle. Cependant, ces règles sont altérées quand la conversation porte sur les produits et quand les consommateurs sont attachés à la marque. Cette recherche contribue à la littérature sur les interactions marques-consommateurs et à la littérature sur l’anthropomorphisme en montrant l’impact des pratiques conversationnelles des marques sur l’attitude des consommateurs. / Brand-consumers interaction is an emerging topic in marketing research especially since the advent of social media. This research focuses on a little-studied type of interaction, brand conversation. Brand conversation is defined as a series of messages exchanged online and in public between several individuals, at least one of them being a brand representative. To study this phenomenon, we carry out two qualitative studies and three quantitative studies. Using face-work theory, we show that brands seem to be more human by following interpersonal communication rules. However, these rules are slightly altered in a marketing context, especially when the conversation is about products and when consumers are attached to the brand. This research contributes to the literature on brand-consumer interaction and to the literature on brand anthropomorphism by showing the impact of brand conversational practices on consumer attitudes.

No description available.

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-08-19T19:18:59Z No. of bitstreams: 1 Vania Braz 3.pdf: 3089749 bytes, checksum: 453c94e43ab71f17d6ed6a3012651cfe (MD5) / Made available in DSpace on 2016-08-19T19:18:59Z (GMT). No. of bitstreams: 1 Vania Braz 3.pdf: 3089749 bytes, checksum: 453c94e43ab71f17d6ed6a3012651cfe (MD5) Previous issue date: 2016-03-31 / The postmodern consumer, inserted in a new communication environment, enhances their expressions, which are able to assess a brand or product and convey their opinion by social networks, ie, consumers can express their opinions and desires, dialogue with peers in a spontaneous way in social medias. It is in this atmosphere of participation and interaction (cyberspace) which is our object of study, the word of mouth online - the voice of the contemporary consumer, also known as a personal informative demonstration or talk, opinion sharing. Provided by consumers in social medias, word of mouth is strengthened depending on possibilities of interaction, characteristic of the network society. In this scenario, the objective of this research is to characterize the wordofmouth online as a new flow of communication among consumers, today enhanced by new communication technologies, able to change the brand awareness and demonstrate the use, by the marks,of the social medias even as a one-way communication environment. Through three cases selected by convenience (two national and international cases), our research analysis corpus was limited to the 5,084 comments made available after the publication of newspaper articles in Portal G1 and the fanpages (Facebook), both relating to selected cases. The Analysis of Content of posts allowed us to identify and categorize this contemporary consumer’speech, and this made possible to verify that the organizations / brands make use of the mass culture:they don’t dialogue with their customers because they use social medias yet unidirectional, in addition they do not give due attention to the current flow which puts in evidence the shared opinion of consumers of this network society. / O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

Ce mémoire porte sur la perception du risque des jeunes adultes situés à Montréal quant aux réseaux sociaux numériques. Nous souhaitons plus spécifiquement saisir dans quelle mesure leur perception des risques de surveillance influence leur pratique. En quelques années, les réseaux sociaux numériques se sont imposés parmi les plateformes les plus utilisées d’Internet. Malgré la sortie médiatique de nombreux sonneurs d’alerte concernant les risques imposés sur la vie privée par les technologies de l’information et de la communication, cette nouvelle réalité semble être généralement acceptée. Cette banalisation d’une surveillance technologique généralisée est crainte par de nombreux chercheurs et spécialistes. Comme l’évoque Sofsky (2011, p. 19) : « Ni l’absence de contestation, ni la faiblesse des défenses mises en œuvre n’impliquent que le risque soit moindre ». Nous posons comme hypothèse que leur perception quant aux risques de surveillance exerce généralement peu d’influence sur leur pratique. La tenue de douze entretiens-semi dirigés avec de jeunes adultes montréalais âgés entre 20 et 30 ans permettra de vérifier notre hypothèse. Une analyse phénoménologique des témoignages de nos informateurs a donné lieu à une typologie distinguant trois groupes d’utilisateurs participant aux réseaux sociaux numériques : les responsables vigilants, les responsables indifférents et les abnégateurs. Les résultats de l’analyse nous obligent finalement à réviser notre hypothèse initiale et à envisager que la perception de certains risques, en fin de compte, influence la pratique des individus interrogés. / This thesis focuses on the risk perception of young adults in Montreal concerning online social networks. We wish to understand to what extent their perception of the risks of lateral and vertical surveillance influences their practice. Within the past few years, online social networks have imposed themselves among the most used platforms on the Internet. Despite the media coverage of many whistleblowers regarding the risks imposed on privacy by information and communication technologies, this new reality seems to be generally accepted. This trivialization of generalized technological surveillance is a fear for many researchers and specialists. As Sofsky (2011, p. 19) explains: “Neither the absence of dispute, nor the weakness of the defenses implemented imply that the risk is lower”. We hypothesize that the perception of supervisory risks of these young adults generally has little influence on their practice. The conduct of twelve semi-structured interviews with young adults aged between 20 and 30 from Montreal will allow us to verify our hypothesis. A phenomenological analysis of the testimonies of our informants gave rise to a distinct typology of three user groups participating in online social networks: vigilant users, indifferent users, and abnegators. The results of the analysis ultimately force us to review our initial hypothesis and to consider that, after all, the perception of certain risks influences the practice of the individuals interviewed.

This text is describing childrens problems with addictive behavior on social medias. Mainly it is focused on students with special educative needs (SVP) and students intact on second grade of Elementary school. Internet and social medias are daily used by teenagers, its became routine in their lifes. The using has advantages but also many risks. Teoretic part brings basic informations about positive and negative influence of online world. There is described behavior dependance, prevention and suitable intervention in the end. Practical part is realized by questionnaire method. It was applied on Elementary school second grade students, in order to find out if the students have certain assumptions to potential risks of addictive behavior on social medias in older age. Partial goal is to verify if distance educative form can increase probability of addictive behavior origin and if students with special educative needs are more susceptible of origin than intact students. The risks which can increase the addictive behavior origin are described based on questionnaire checking. For example risks include - met digital technologies in young school age, lots of active using social medias, excessively free time digestion in online world. Due to the distance educative form the risks increased.