A Web 2.0 vem alterando o comportamento do consumidor em relação às marcas. No contexto de interação pelas comunidades de marcas, sites de opiniões, blogs e micro blogs, aflora a prática do colaborativismo em que consumidores, espontaneamente, tomam atitudes de recomendar online bens e serviços, baseados em suas experiências positivas ou negativas de pré-compra. Estas atitudes de recomendação online fazem parte de um novo fenômeno que tem sido pesquisado no âmbito do estudo da intenção de compra do consumidor. O papel deste consumidor como colaborador e gerador de recomendações espontâneas nas mídias sociais traz um aumento da importância da fase de consideração no tradicional funil de compras, alterando o caminho que o consumidor decide por suas compras de produtos e serviços. Como resultado disso um impacto positivo ou negativo pode ser atribuído à intenção de compra e seus antecedentes como o sentimento de confiança, a expectativa de satisfação e a intenção de recomendação. Neste trabalho, propõe-se um framework teórico para discutir o impacto dessas mudanças e o desenho e a análise dos resultados de um experimento fatorial 2x2x2 que contribui para determinar qual o efeito das recomendações positivas ou negativas de influenciadores nas mídias sociais sobre esses antecedentes e a intenção de compra do consumidor. Como foco do experimento investiga-se e mensura-se o tamanho do impacto sobre dois tipos de serviços distintos em termos de valor para o cliente, um de alto valor monetário e outro de baixo valor monetário para o consumidor. De forma complementar investiga-se a existência ou não de diferença de atitude do consumidor em relação à intenção de compra destes serviços, entre recomendações originárias dos grupos pertencentes ao seu relacionamento social ou não. O resultado do estudo evidencia que o único fator relevante que traz impacto tanto para os antecedentes como para a intenção de compra do consumidor é o tipo de recomendação - positiva ou negativa - e que, de uma forma geral, maior impacto é atribuído para as recomendações positivas. O estudo proposto apresenta contribuições ao entendimento do comportamento do consumidor frente a este novo ambiente e trabalha no sentido de elucidar discussões de caráter gerencial com o foco em serviços em relação a esforços de marketing necessários em uma nova realidade no cenário corporativo, a era da colaboração e da importância crescente do papel dos influenciadores. / The Web 2.0 is changing consumer behavior towards brands. In the context of interaction through brand communities, reviews sites, blogs and microblogs, arises the practice of collaboration in which consumers spontaneously take attitudes to recommend online goods and services, based on their positive or negative experiences of pre-purchase. These attitudes of online recommendation belong to a new phenomenon that has been researched in the study of consumer purchase intention. The role of this consumer as a collaborator and generating recommendations spontaneously in the social media provides an increase of the importance of the stage of consideration in the traditional purchasing funnel, changing the way that consumers decide by their purchases of products and services. As a result, a positive or negative impact can be attributed to the purchase intention and its antecedents such as trust, satisfaction and intention of service recommendation . In this study, we propose a theoretical framework to discuss the impact of these changes and the design and analysis of a 2x2x2 factorial experiment that contributes to determine what is the effect of positive or negative recommendations from social media influencers on antecedents and consumer purchase intention. As focus of that experiment we have manipulated two types of services (low and high price), peer groups (personal and external) and nature of message (negative and positive recommendation). The results show that the only relevant factor which brings impact on the trust, satisfaction, recommendation and purchase intention is the type of message - positive or negative - and in general greater impact is attributed to positive messages. This study contributes to the understanding of the consumer behavior face this new environment and can drive to discuss the marketing efforts required in a new reality in the corporate scenario - the era of collaboration and increasing role of influencers.

Orientador: Sérgio Ferreira do Amaral / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Educação / Made available in DSpace on 2018-08-23T05:14:55Z (GMT). No. of bitstreams: 1 Gallana_LiliaMariaReginato_M.pdf: 1590861 bytes, checksum: 85888b70901f33bdd19c024041075206 (MD5) Previous issue date: 2013 / Resumo: Este trabalho teve sua origem na constatação de alguns aspectos observados em questionários de inscrição para o curso "Utilização de Objetos de Aprendizagem em Sala de Aula Mediatizados pelas Tecnologias Digitais", oferecido pelo Laboratório de Inovação Tecnológica Aplicada na Educação - LANTEC, da Faculdade de Educação da Universidade Estadual de Campinas - UNICAMP. A maioria dos inscritos, professores de matemática do Ensino Fundamental I e II, da rede pública de ensino de todo o Brasil, apontava a utilização social da rede Facebook. Deste fato originou-se a questão de nossa pesquisa: "Quais aspectos interacionais, observados num grupo de uma rede social, constituído por professores de matemática de todo o Brasil, favorecem a colaboração no uso de tecnologias em atividades didáticas em sala de aula?", que realizou-se no período de setembro de 2011 a outubro de 2012, com os professores participantes. O objetivo desta pesquisa é analisar a ocorrência de interação entre professores, num grupo fechado da rede social, verificando quais aspectos interacionais influenciam na construção da colaboração e das trocas de conteúdo, facilitando o uso de tecnologias em sala de aula. Nossa metodologia baseou-se na Pesquisa Exploratória dentro deste grupo, que foi espaço para a mediação e observação das interações ocorridas entre os professores, seguindo como referência as cinco etapas de interação em um grupo virtual, descritas por Salmon (2000). Desta observação e da análise das mensagens postadas pelos professores, verificamos as trocas efetuadas entre os sujeitos e identificamos três categorias de análise dos conteúdos interacionais promovidos pelos professores neste grupo: Trocas Sociais, Consciência Crítica e Trocas Colaborativas. As análises das três categorias sinalizam que o Facebook é um instrumento favorecedor dos processos de elaboração do conhecimento, quando utilizado como instrumento tecnológico de suporte pedagógico. O espaço virtual foi utilizado pelos sujeitos da pesquisa, de diferentes regiões do país, para promover a troca de experiências e informações acerca do dia-a-dia na escola e mostrou-se uma experiência positiva e eficaz, provocando mudança de paradigmas em relação ao seu uso em sala de aula, como ferramenta tecnológica de interação e construção de novos processos de ensino e aprendizagem. / Abstract: The origin of this paper work was to find some features observed in questionnaires registration for the course "Using Learning Objects Inside the Classroom Mediated by Digital Technologies", held by Technology Innovation Laboratory Applied in Education - LANTEC, from Education College in Campinas State University - UNICAMP. Most subscribers, mathematic teachers from Public Elementary and Junior Schools throughout Brazil, indicated the use of the network Facebook. This fact led to the question of our research: "Which interactional aspects, noticed inside a group of a social network, consisting of math teachers throughout Brazil, promote collaboration in the use of technology in learning activities inside the classroom?". The research took place from September 2011 to October 2012 with the participating teachers. The aim of this research is to analyze the interaction of teachers inside a private group of a social network and to verify which interactional aspects have influenced the building of cooperation and content exchanges, making easier the usage of technologies in the classroom. Our methodology is based on the Exploratory Research inside this group, which was the space used for mediating and observation of interactions done by the teachers, following as reference the five steps of interaction in a virtual group, described by Salmon (2000). From this observation and analyses of messages posted by teachers we have verified the exchanges performed between people, and have identified three categories for analyzing the interactional contents made by the teacher in this group: Social Exchanges, Critical Conscience and Collaborative Exchanges. The analyses of these three categories indicate that Facebook is a tool in favor of knowledge elaboration processes, when used as technological instrument for pedagogical support. The virtual space was used by the subjects in the research, from different regions of the country, to promote the exchange of experiences and information about the everyday life in the school and has proved to be a positive and effective experience, resulting in paradigm changes related to its use inside the classroom, as technological tool of interaction and building of new teaching and learning processes. / Mestrado / Ciencias Sociais na Educação / Mestra em Educação

[pt] Recentemente, de maneira mais extensiva, mas desde o fim da década de 90, um fenômeno pôs em cheque os papéis de quem produz e de quem consome informação no mundo. Esta dissertação procura analisar esse fenômeno na internet, chamado aqui de comunicação individual de massa. Especificamente, o foco deste estudo é o site de compartilhamento de vídeos YouTube, cujo slogan é broadcast yourself, ou seja, transmita você mesmo, e que conta com mais de 78 milhões de vídeos publicados – são cerca de 240 mil filmes adicionados todos os dias. Integrante da fase web 2.0, na qual pessoas comuns passaram a publicar textos, fotos, vídeos, comentários, desenhos e outros tipos de conteúdo na internet, o YouTube, originalmente concebido por três amigos desejosos de compartilhar com outros amigos seus vídeos pessoais, hoje integra o Google Inc., um dos maiores grupos do mercado web. Além das réplicas de conteúdos já exibidos no cinema, na TV e em outros meios, a grande maioria dos vídeos publicados e exibidos no site é totalmente inusitada. Para a análise, foram agrupados os vídeos produzidos por usuários comuns em três categorias: filmes virais, de família e videobiografias. Por meio das análises desses filmes e do diálogo com teóricos, são elaboradas questões atuais, como identidade, autoria e agenciamento coletivo, que parecem refletir bem a sociedade conectada. / [en] Recently, more extensively, but since the end of the 90s, a phenomenon has changed the roles of those who produce and consume information in the world. This dissertation attempts to analyze this phenomenon, called here mass self communication, which took place in the internet in recent years. Specifically, the focus of this study is the website YouTube, whose slogan is broadcast yourself, and has over 78 million uploaded videos - about 240 thousand movies are being added there every day. Of the web 2.0 phase, in which ordinary people publish text, photos, videos, comments, drawings and other types of content on the internet, YouTube, originally conceived by three friends willing to share with their group their personal videos, today integrate Google Inc., one of the largest worldwide technology corporation groups. In addition to the large amount of cloned content, copied and digitalized from blockbuster movies, clips, TV soap opera and other sources, most of the videos published and displayed in YouTube are brand new. For the analysis of these videos produced by common users, they were grouped in three categories: viral films, family movies and video biographies. Some selected issues, particularly of identity, authorship and agency are then discussed, raising speculations about the nature and prospects of a interconnected society.

I denna uppsats undersöks två svenska ideella organisationer utifrån hur de marknadsför sig i sociala medier. Utgångspunkten ligger i olika teorier om hur Internet i och med Web 2.0 blivit en plattform för social interaktion och vilka sociala medier som når ut till många människor. Fokus ligger både på hur organisationerna resonerar kring marknadsföring samt vilka användarbeteenden som finns och hur dessa kan påverka den virala spridningen av marknadsföring på Internet. För att få en inblick i detta har vi utfört intervjuer med representanter med ansvar för sociala medier i de två organisationer som undersökts samt utfört kvantitativa datainsamlingar där vi fört statistik över organisationernas utveckling i de sociala medierna sett till siffror. Utifrån teorier om olika aspekter kring sociala medier samt den kvalitativa och kvantitativa datan har vi kunnat se mycket som pekar mot att sociala medier idag är framstående när det gäller marknadsföring på Internet. / This essay investigates how two nonprofit Swedish organizations market themselves in social media. The foundation is different theories about how Internet in connection with Web 2.0 has become a platform for social interaction and theories about what social media is prominent in terms of reaching out to many people. This essay focuses both on how organizations experience marketing in social media, what user behavior can be distinguished and how it might affect the viral spread of the organizations’ publications online. To gain insight, we performed interviews with representatives who are responsible for the organizations’ social media, and performed quantitative data gathering, in which we conducted statistics on their development in social media in terms of numbers. Based on theories about various aspects of social media and the qualitative and quantitative data, we could see several aspects that indicate that social media are outstanding when it comes to marketing online.

The behavioural changes which result from expansion and popularity of online platforms can be observed in day to day activities such as buying tickets, ordering food, and communicating with friends and family. From a technical perspective these platforms utilise similar technologies and infrastructures (e.g. the Internet, servers, and databases), however there are numerous conceptual and functional differences which can be identified between them. This research is associated with specific types of online platforms which are commonly referred to as Web 2.0 platforms. Popular examples of such platforms include Wikipedia, YouTube, and Facebook. These platforms rely upon user generated content and benefit from users’ collaborative efforts. Users’ efforts can be considered as a resource, and a possible objective in associated projects could be to optimise the outcome of such efforts. In many cases, this can be accomplished by influencing users’ Online Behaviour (OB). In Web 2.0 platforms, OB can be influenced by various factors, and among them Sense of Belonging (SB) has been highlighted by many previous researchers as a significant factor. While the literature suggests a significant association between SB and OB in Web 2.0 platforms, this research identifies a gap in the existing literature in regards to SB due to its qualitative nature and the dependency of associated investigations on human interaction. In addition to the subjective nature of such investigations, other practical challenges can be associated with measuring SB in Web 2.0 projects. Firstly, considering the demographical, cultural and lingual diversity of users in many Web 2.0 platforms, such investigations can be complex and therefore expensive. Secondly, investigating SB cannot be performed in real time which can result in extended timelines for gathering data. Thirdly, in early stages of Web 2.0 projects in which the concept is being defined and the platform is being developed, the users might not yet exist, and hence investigating their SB and OB may not be an option. Finally, without an existing platform and community, there is nothing to belong to, and hence SB might not exist to measure or investigate. As an attempt to fill the identified gap and provide practical solutions for highlighted challenges in Web 2.0 projects, this research introduces a new factor, and investigates its association with OB. Virtual Belonging (VB) is proposed as a factor built upon suggested elements for SB, and based on a new perspective towards Web 2.0 features. Furthermore, in any Web 2.0 platform, VB can be quantitatively defined, compared, and analysed. This research suggests three dimensions for VB, and their associations with OB are hypothesised. To test the research hypotheses, a Web 2.0 platform was developed in association with a student poetry competition in the University of Manchester, and it was used as the vehicle for an experiment (available at epsPoetry.com). The platform includes a bespoke Tracking System that has been specifically designed and developed to assist with this investigation. Also, Ethical Approval was obtained from the University’s Ethics Committees for the use of the data collected by the Tracking System from the individuals who have agreed to take part in this research and used the platform between March 2013 and July 2014.VB’s dimensions are presented in this research as a hierarchy with three distinct levels, namely Inclusion, Involvement, and Influence. The results show a significant association between every dimension of users’ VB and their OB. On this basis, this research proposes VB as a predictive factor for OB in Web 2.0 projects. The findings can provide practical guidance and directions for Web 2.0 project managers, particularly in the early stages of such projects in which the existence of users and their interactivity with the platform can only be an assumption, and hence obtaining qualitative data (such as SB) may not be an option.

Social commerce is a growing field due to the popularity of social media. Research on social commerce stresses the benefits of utilizing social media or Web 2.0 technologies for business because user contribution, participation and collaboration, which are characteristics of Web 2.0, fuel business vitalization. Nevertheless, there is a lack of academic research on social commerce, and in what little research there is, the coverage is circumscribed. One of the challenges is conceptualization of social commerce due to various definitions made from researchers’ different perspectives and different positions on social commerce. This also led to the limitation of scope of research. In addition, there is still a need for identifying technological features and business goals for social commerce. Therefore, this research primarily encompasses establishing the concept of social commerce and identifying its implementation methods. To amount to those two primary goals, the research objectives are to understand the factors that affect social commerce implementation; to identify and investigate applicable Web 2.0 technologies that enable social commerce activities; and to investigate the business goals that can be achieved by social commerce implementation. Ultimately, the research aims to address methods of implementation. Consequently, the achievement of this research is that first, the concept of social commerce has been established by refining several definitions from the literature. Second, social commerce activities and business goals were identified and categorized based on the marketing funnel concept and the new customer life cycle model. Third, applicable Web 2.0 technologies were identified from the literature and other functionalities were also seized from real cases. Finally, the concept of social commerce has been demonstrated by implementing selected various commerce applications

This work connects a practical project, revitalization of Frani Sramka Museum in Sobotka, with available theory. Addressed are three theoretical areas - museum, education and new media. Historically, museums are democratic educational institutions. Currently, museums use mainly principles of non-formal education that displays higher diversity in learning approaches. New media are appropriate means of enrichment and practical application of non-formal education in museums. Museums use new media in diverse ways. This work addresses two uses of new media - technological and conceptual, which stems from the characteristics of new media. The argument of this work is that conceptual new-media approach should be the focus when preparing an exhibition - new-media exhibit is not created purely by incorporation of modern technology. The contribution of this work is a description of a parallel between new media characteristics and functioning of the museum, connection of theory to a practical project and analysis of new-media museum creation , which is up to now unusual in the Czech Republic. Key words: new media; museum; interactivity; non-formal education; Web 2.0

Das Web 2.0 hat die Kommunikation verändert. Dies gilt zum einen für die Kommunikation im Alltag, für die inzwischen knapp ein Drittel aller Internetnutzer in Deutschland regelmäßig auf Web 2.0-Angebote zurück greifen (Busemann & Gscheidle, 2010). Dies gilt aber auch für die Kommunikation im Hochschulkontext, wo das Web 2.0 von Seiten der Studierenden wie der Hochschulen in den Bereichen Lehre, Forschung und Verwaltung und Dienstleistungen genutzt wird (Hochschulrektorenkonferenz, 2010).

Aquesta tesis informa de la implementació d’un projecte de portafoli electrònic en els estudis de Grau d’Educació Infantil de la Universitat de las Illes Balears a la seu d’Eivissa. Durant els quatre cursos de la seva formació, l’alumnat documenta el seu procés d’aprenentatge usant eines de la Web 2.0 com blocs per la construcció del seu eportafoli i, una gran varietat d’altres eines per la construcció d’artefactes. La investigació sobre aquest projecte se centra en els dos primers cursos de la seva implementació experimental. La revisió de la literatura compren el tema de la Web 2.0 i els eportafolis. Les dades obtingudes mostren l’evolució positiva de la quantitat i qualitat del treball de l’alumnat en els seus eportafolis. Les entrevistes mostren les percepcions d’alumnat i professorat sobre els eportafolis i el rol de la tecnologia en l’educació. Les dades recollides fan palès una major dificultat en el procés de reflexió que no en l’ús de la tecnologia. Finalment, les conclusions també destaquen la relació de l’eportafoli i el PLE i, les possibilitats i limitacions de la Web 2.0 per la construcció d’ eportafolis i per l’ampliacó del PLE. / Esta tesis informa de la implementación de un proyecto de portafolio electrónico en los estudios de Grado de Educación Infantil de la Universidad de las Islas Baleares en la sede de Ibiza. Durante los cuatro cursos de su formación, el alumnado documenta su proceso de aprendizaje usando herramienta de la Web 2.0 como blogs para la construcción de su eportafolio y una gran variedad de herramientas para la construcción de artefactos. La investigación sobre este proyecto se centra en los dos primeros cursos de su implementación experimental. La revisión de la literatura comprende el tema de la Web 2.0 y los eportafolios. Los datos obtenidos muestran la evolución positiva de la cantidad y calidad del trabajo del alumnado en sus eportafolios. Las entrevistas muestran las percepciones de alumnado y profesorado sobre los eportafolios y el rol de la tecnología en la educación. Los datos recogidos también muestran mayor dificultad en el proceso de reflexión que en el uso de la tecnología. Finalmente, las conclusiones también destacan la relación entre el eportafolio y el PLE así como las posibilidades y limitaciones de la Web 2.0 para la construcción de eportafolios. / This thesis presents the implementation, analysis and evaluation of an electronic portfolio project in Teacher Education at the local branch of the Balearic Islands University in Ibiza. During their four-year programme, students are asked to document learning using Web 2.0 tools such as blogs for the construction of their eportfolio site and a wide range of tools for the construction of artefacts. The research on this project is focused on the first two school years of the experimental implementation. The literature review covers both Web 2.0 and portfolio topics. Data collected evidence the positive evolution of quantity and quality of students’ performance on their eportfolio. Interviews with students and lecturers show their perceptions on eportfolios and the role of technology in education. Furthermore, data collected indicate more difficulties in the reflection process than in the use of technology. Finally, conclusions also highlight the close relationship between eportfolio and PLE and, the affordances and barriers of Web 2.0 for the construction of eportfolios.

Es existiert eine Vielzahl an Web 2.0-Applikationen, welche es einer Gruppe von Personen ermöglichen, einen gemeinsamen Termin zu finden (z. B. doodle.com, moreganize.ch, whenisgood.net, agreeadate.com, meetomatic.com, etc.) Der Ablauf ist simpel: Ein Initiator legt eine Terminumfrage an und schickt den Link zu der Umfrage zu den potentiellen Teilnehmern. Nachdem jeder Teilnehmer der Anwendung seine Verfügbarkeiten mitgeteilt hat, kann anhand dieser Informationen ein Termin gefunden werden, der am besten passt. Maßnahmen um die Vertraulichkeit und Integrität der Daten zu schützen finden in allen bestehenden Applikationen zu wenig Beachtung. In dieser Dissertation wurde eine Web 2.0-Applikation entwickelt, welche es zulässt Terminabstimmungen zwischen mehreren Teilnehmern durchzuführen und dabei möglichst wenige Vertrauensannahmen über alle Beteiligten zu treffen. / Applications which help users to schedule events are becoming more and more important. A drawback of most existing applications is, that the preferences of all participants are revealed to the others. We propose a schemes, which are able to schedule events in a privacy-enhanced way. In addition, Dudle, a Web 2.0 application is presented which implements these schemes.