The aim of my thesis is to analyse the potential of web 2.0 for commercial communication. Internet became due to web 2.0 services more fun. The number of internet users increases. People spend still longer time online to the prejudice of watching TV, reading papers or listening to the radio. This could be a problem for marketers who have relied on traditional mass media communiaction. In my thesis I try to find possibilities how to solve this problem. The theorethical part of the thesis provides characterization of the terms web 2.0 and commercial communication. Then I describe particular web 2.0 tools and general ways of internet advertising. In the practical part, I examine possibilities and significancy of these tools for commercial communication. Then I describe some successful web 2.0 projects and analyse two realized online advertising campaign. At the end I introduce my own proposal of online communication campaign for McDonald's using one of web 2.0 tools - social networking Facebook.

The primary focus of this dissertation was to explore students' perceptions of adopting Web 2.0 applications at the School of Basic Education (SBE) in Kuwait. Although Web 2.0 applications are becoming more popular among the digital generation, there is still no evidence of students' perceptions of adopting the innovation of Web 2.0 technologies in Kuwait. The problem this study addresses is that the current status of Web 2.0 technologies usage by academic students has remained educationally unknown in Kuwait. Therefore, there was a need to investigate the extent to which academic students in SBE are aware of and their usage of Web 2.0 technologies, as well as the factors and obstacles that affect using these technologies. Rogers' diffusion of innovation theory (DoI) is employed in this study to specify the factors that influence student perceptions of adopting Web 2.0 applications as learning tools. Data used in this dissertation was gathered via a survey instrument from 350 students at the SBE and was statistically analyzed to find out the answers of the research questions. This study identified the low rate of Web 2.0 awareness and adoption by the students. Descriptive statistical analysis, such as mean scores and standard deviation, were used to analyze and conclude the findings. In the rates of awareness and adoption of Web 2.0, this study also identified no statistically significant differences between the groups of all the demographic variables except the academic field. The statistically significant differences were identified between the academic variables before and after recoding the academic fields into 5 groups. A t-test and one-way ANOVA were used to determine the statistical significance. Several factors were examined in the study to identify their influence on the rate of adoption. The factors included the rate of awareness, Rogers' attributes of innovations, and the obstacles to adopt Web 2.0. The multiple linear regression technique was used to find out the percentage of variance that was explained by three groups of predictors. The overall research model explained 49% of the variance on the rate of adoption. The implications of the findings, in addition to adding empirical evidence to the body of knowledge, highlight areas for professional development, educational and institutional changes and possibility for future research.

En la actualidad las redes sociales se han convertido en un medio para que las empresas hagan conocidos sus productos o servicios de manera rápida, llegando a un gran número de personas. Mediante el uso de las mismas, se ha modificado la manera de hacer publicidad llegando a innovar en los métodos y a su vez obteniendo la ventaja de estar cerca a sus consumidores, conociendo sus necesidades, su perfil e interactuando con ellos. El presente Trabajo de Suficiencia Profesional está orientado a demostrar que el uso de Facebook fue el medio más efectivo para que la microempresa “Los Sanguchones de Kike” haya captado nuevos clientes. Para la base teórica se utilizaron los temas: marketing digital, estrategia del uso de redes sociales, investigación de mercados y microempresa. Se plantearon objetivos específicos, los cuales consistieron en (i) medir cómo la interacción de la página de Facebook impactó directamente al incremento en las ventas (ii) la recordación de los productos que generan las publicaciones y finalmente (iii) la comparación en alcance y costo del uso de esta red social frente al de los métodos tradicionales (específicamente volantes). Para el cumplimiento de estos tres objetivos se desarrollaron diversas investigaciones para cada uno, con la finalidad de obtener datos relevantes y sustanciales. Luego de analizar los datos obtenidos, se tuvo resultados favorables para los tres objetivos específicos, por lo cual se logró el objetivo general: Demostrar que el uso de Facebook fue el medio más efectivo para que “Los Sanguchones de Kike” haya captado nuevos clientes. Palabras clave: Redes Sociales, Facebook, Microempresa, “Los Sanguchones de Kike”, Marketing Digital, Internet, Web 2.0. / Nowadays, social media has become an important and fast way for companies to promote their products and services, reaching to a great number of people. The use of social media, has changed the way of advertising, and has innovated the ways of doing it. At the same time, companies using social media have gain the advantage of being closer to their consumers, making it easier for the company to know their needs, their profiles and also to interact with them. This study of Professional Sufficiency is oriented to demonstrate that the use of Facebook was the most effective way for the microenterprise “Los Sanguchones de Kike” to obtain new customers. The theoretical base was established by using the following concepts: digital marketing, social media strategy, markets research and microenterprise. We setted the specific goals for the study, which consisted in (i) measuring how sales increase and (ii) product remembrance were strongly correlated to the interaction through the posts from their Facebook page, our last goal consisted in (iii) comparing the scope and the cost of this social media versus traditional marketing methods (i.e. flyers). In order to fulfill the aim of the study, we developed several types of research for each goal, with the purpose of obtaining relevant and substantial information. Having analysed our results, we were able to achieve our specific goals; hence, we also achieved our main goal; this means that we were able to demonstrate that the use of Facebook was the most effective way for “Los Sanguchones de Kike” to obtain new customers. / Trabajo de Suficiencia Profesional

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[ES] La presente Tesis Doctoral nos plantea un escenario evanescente e incoherente para nuestros sentidos, dentro del cual interrogarnos sobre las formas de intervención artística en aplicaciones y tecnologías de la Web 2.0. La práctica artística siempre ha tenido la capacidad de alterar los códigos y signos de las estructuras de poder para tergiversarlas y reinterpretarlas. Por otro lado, el artista como explorador de los entornos tecnológicos más novedosos es capaz de asociar cambios externos con sus consecuencias internas, de manera que alcanza a atisbar como somos modelados por nuestras propias tecnologías. Esta tesis analiza, mediante la práctica artística el funcionamiento, la estructura, el contenido y el impacto de estos medios, poniendo especial atención en su funcionamiento y uso dentro de la esfera pública, con la intención de dilucidar cual es el papel del artista dentro de este entorno mediático cada vez más complejo y cotidiano. Mediante este estudio se pretende profundizar sobre la verdadera dimensión social y cultural de la red, a la vez que se genera una completa investigación sobre como la práctica artística es capaz de reinterpretar las nuevas características y configuraciones de este medio. / [CA] La present Tesi Doctoral ens planteja un escenari evanescent i incoherent per als nostres sentits, dins del qual interrogar-nos sobre les formes d'intervenció artística en aplicacions i tecnologies de la Web 2.0. La pràctica artística sempre ha tingut la capacitat d'alterar els codis i signes de les estructures de poder per a tergiversar-les i reinterpretar-les. D'altra banda, l'artista com a explorador dels entorns tecnològics més nous és capaç d'associar canvis externs amb les seues conseqüències internes, de manera que aconsegueix a aguaitar com som modelats per les nostres pròpies tecnologies. Esta tesi analitza, per mitjà de la pràctica artística el funcionament, l'estructura, el contingut i l'impacte d'estos mitjans, posant especial atenció en el seu funcionament i ús dins de l'esfera pública, amb la intenció de dilucidar quin és el paper de l'artista dins d'este entorn mediàtic cada vegada més complex i quotidià. Per mitjà d'este estudi es pretén aprofundir sobre la verdadera dimensió social i cultural de la xarxa, al mateix temps que es genera una completa investigació sobre com la pràctica artística és capaç de reinterpretar les noves característiques i configuracions d'este mig. / [EN] This Doctoral Thesis presents us with an evanescent and incoherent scenario for our senses, in which we wonder about the forms of artistic intervention in Web 2.0 applications and technologies. Artistic practice has always had the ability to alter the codes and signs of power structures in order to distort and reinterpret them. On the other hand, the artist as an explorer of the most state-of-the-art technological environments is able to associate external changes with their internal consequences, so that he can see how we are modeled by our own technologies. This thesis analyzes, through artistic practice, the functioning, structure, content and impact of these media, paying special attention to their functioning and use within the public sphere, with the intention of elucidating which role the artist assumes within this media environment as its degree of complexity is increasingly growing every day. The aim of this study is to deepen the true social and cultural dimension of the network, while generating a complete research on how artistic practice is able to reinterpret the new characteristics and configurations of this medium. / Ortega Lisbona, JL. (2018). LA INVISIBILIDAD DEL PRESENTE: PRÁCTICAS ARTISTICAS Y ESPACIOS VIRTUALES EN LA ÉPOCA DE LA WEB 2.0 [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/115936

Yes / One of the main aspects of the Web 2.0 revolution has been social commerce that has resulted in many people across the world increasingly engaging with commercial activities over social media platforms. However, the academic and research interest in social commerce is still low, and more studies are required to accelerate awareness of the most important issues relating to social commerce, in particular, social trust and value cocreation. Thus, the present study aims to propose a conceptual model that is intended to enable greater understanding of the causal interactions between social commerce constructs, social trust, and customer value cocreation. We collected data using a sample of 300 followers and fans of online Facebook communities, and we analysed them by using a structural equation model. The results show that social commerce constructs positively impact on social trust. Furthermore, we found that social trust positively impacts on the three dimensions of customer value cocreation. We found that social trust mediates the relationship between the social commerce and customer value cocreation dimensions. The paper presents a considerable theoretical contribution for being the first study that links social commerce constructs with social trust. The linkage between social commerce constructs, social trust, and customer value cocreation dimensions will also be beneficial for social media marketing strategists and managers.

Yes / The introduction in the early 1990s of the world wide web was a significant factor in the creation of a global information society, allowing new possibilities to work, entertain and communicate, from home, at the workplace or on the move. In recent years, there have been significant advances in information technology (IT), while a new generation of applications that are able to harness the power of the world wide web has been introduced under the banner of Web 2.0. The increased capabilities of IT and the nature of Web 2.0 applications have attracted interest from the academic community as a means of enhancing the delivery of higher education. This paper considers the implications of introducing technology into the higher education sector from the perspectives of academic staff and students, with particular emphasis on the use of technology and Web 2.0 applications, and the relationship between technology and teaching and learning.

New technological advancements have resulted in a shift of medium. Music interaction has moved from physical media such as CDs and MP3-players to digital music services on the Internet. Vast catalogues of music is today available from any device with Internet access for either a monthly cost or even in some cases for free. Even though many users subscribe for the music they consume the music industry still experience an uncertain economy. New interaction opportunities and new design principles have derived from the new medium. According to users some functions are more important than others, some functions are even missing. Which are these? Are the users’ needs equivalent to the web development and the current supply of function the services offer? With vast consumption and immense establishment together with the tie in economic factors and technological development music streaming services is a given media technological phenomenon. This study’s purpose is to analyze three important components in the case of music streaming services: the supply, the user’s perspective and the position according to the web development. In order to increase the understanding of these parts this study has completed an inventory of current supply of functions in seven music streaming services and a questionnaire to conclude the user’s perspective. The study uses the theory of Web 1.0, Web 2.0 and Web 3.0 to examine current position of the services in web development. Possibly in this way the study might discover strengths and weaknesses in the supply of the music streaming services and thereupon contribute to suggestion of improvement and functions. Functions which might help the development of music streaming services and increase more paying consumers. This study show that the current supply of functions music streaming services offer is in general equivalent to the users’ need. However, the users don’t value social functions as an important part in music streaming services. They value a great catalogue of songs and great accessibility with commercial free use. The supply of functions doesn’t differ a lot from service to service. Spotify is the leading services both in quantity of functions and in number of users. Regarding the position of functions most functions is placed within Web 2.0. Thus, the user show an indication of the importance of accessibility which suit the vision of the ubiquitous and pervasive webb of Web 3.0. Even though the theory of Web 2.0 was coined 15 years ago the interactive music web service is mostly a product of Web 2.0. Despite of the satisfaction in supply, in terms of sustainability, it might always be a value to continue to examine the user’s need, the industry’s demands and the technological development to reach the highest form of contentment from all parts.

以往之網際網路相關研究，並未就 Web 2.0一詞提出簡單明確且涵蓋廣泛之解釋，故本研究首先嘗試提出一 Web 2.0之通用意涵：「網路參與者更容易重組及排列網路元素的網際網路演化狀態。」，並將 Web 2.0從流行名詞轉而充分融入各網際網路服務的階段設定為後 Web 2.0時代。 近年來網際網路已經越來越朝向開放發展，而本研究發現開放的發展主要可分為三個階段：第一，於 Web 2.0時代以前，開放的機制即已奠定基礎，此階段主要的發展來自於技術與架構方面；第二，Web 2.0時代，開放的觀念與能力逐漸成熟，此階段的趨力主要來自於使用者與開發者社群之互動；第三，後 Web 2.0時代，企業之開放策略形成，正式進入商業與程序主導的開放階段。本研究並羅列混搭的類型，以之為涵蓋範圍，結合其成員及網路關係，試圖解構出網際網路的開放生態系。 在說明追求競爭優勢的傳統理論在 Web 2.0時代已經失效之後，本研究針對開放的動態策略互動進行脈絡化整理，建構出擴充超競爭理論的第五個競技場—開放競技場理論，其中，各動態策略互動之內涵與造成的影響分別為：使用者產生內容造成控制權移轉；開放內容混搭突破傳統網站壁壘；以開放 API 解放創新枷鎖；以開放平台收編第三方開發者；以開放社交資料收編中小型網站；以及資料可攜將所有高牆剷平。開放競技場的假想終點，就是一種所有服務、技術、內容，及資料等都完全開放的狀態。開放競技場的網際網路企業，一方面要追求開放以獲得競爭優勢，一方面又要避免達到沒有人有競爭優勢的完全開放狀態。 本研究並認為，台灣網際網路產業由於現存者的不作為，目前並未進入開放競技場，且因為缺乏開放競技場的動態策略互動經驗，廠商普遍而言難以進入超競爭之國際市場，僅能專注本地市場。 / Former Internet studies did not provide a simple and inclusive explanation to the concept of Web 2.0. Therefore, this study proposed a universal meaning of Web 2.0: "the Internet evolution stage in which its participants are more easy to reassemble and arrange Internet elements." Moreover, post Web 2.0 era is defined as the period when the buzzword of Web 2.0 becomes prevalent in Internet services. In recent years, the Internet is becoming more and more open. This study found that the development of openness can be divided into three stages. (1) Before Web 2.0, the open mechanism has already set its root. The development of this stage is a result of technology and architecture. (2) In Web 2.0 era, as the concept and capability of 'openness' are gradually mature, the driving force behind this stage involved the interaction of user and developer communities. (3) Following the formation of open strategy, the effects of business and process are predominant in post Web 2.0 era. The study has also listed the types of mashups, combining the players and their network relationships, to reconstruct the open ecosystem of the Internet. After showing that traditional theories in competitive strategy are invalid in Web 2.0 era, this study contextually discussed and organized the dynamic strategic interactions in open development, which expanded hypercompetition theory into its fifth arena, the open arena theory. The core ideas and consequences of the dynamic strategic interactions are as follows: (1) user generated content to shift the control; (2) content mashups to break the web strongholds; (3) open API to unleash the chains of innovation; (4) open platform to recruit third party developers; (5) open social data to absorb small and middle websites; (6) data portability to tear down all the walls. The end of open arena is supposed to be a status that all services, technologies, contents, and data are completely open to all. Businesses in open arena pursue openness to gain competitive advantages, while prevent total openness where no one has any competitive advantage. According to the study, since the inertia of the monopolistic incumbent, the Internet industry in Taiwan has not currently entered into the open arena. Lacking the experience of dynamic strategic interaction in open arena, it is generally difficult for businesses in Taiwan to tap into the global market, and thus limited to the local market.