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.

Internet has been a common part of our private and work-related lives for a rather long time, yet it doesn't seem this is going to change. On the contrary - the importance of Internet is steadily growing as well as number of it's users and only few technologies have similar impact on individuals or even whole businesses and industries. But Internet evolves as well and it is not the same that it was 10 years ago. Today, Internet is more than just email or static (business) presentation on the web; it's more an interactive medium and is often associated with so called "Web 2.0". Yet even this concept isn't likely to last forever. That's why I find important to focus on contemporary Internet trends and try to describe some of the most influential ones regarding the future, i.e. social networking, wiki systems and blogs, APIs and mashups, but also Creative Commons licences and possible solution to multiple online identity issue, the OpenID project. Although I'm going to use particular examples of services in order to describe some of the trends, I would like to avoid unnecessary details. I'm going to focus on features the services have in common, not just considering particular service categories, but across the Internet as a whole as well. The aim is to create a survey, evaluation of contemporary Internet services and describe some approaches to solving specific issues related to this environment. Information resources will be mostly technologically oriented servers, blogs and other contemporary trends or particular product related websites. Obviously I'm going to embed my personal experience as well.

This thesis analyzes the current status of the acquisition of human resources in the field of independent financial advice company Fincentrum, a. s. There are also analyzed the possibility of using Web 2.0 services supporting this activity on the basis of this analyses are given recommendations leading to more effective recruitment. This thesis focuses on the activities of managers. Describes the process of recruiting new employees from the first contact with candidates and period of the worker's adaptation.

Este trabalho foca na viabilização do desenvolvimento de serviços semânticos de acordo com o estilo arquitetural REST. Mais especificamente, considera-se a realização REST baseada no protocolo HTTP, resultando em serviços semânticos RESTful. A viabilização de serviços semânticos tem sido tema de diversas publicações no meio acadêmico. Porém, a grande maioria dos esforços considera apenas os serviços desenvolvidos sob o estilo arquitetural RPC, através do protocolo SOAP. A abordagem RPC, fortemente incentivada pela indústria de software, é perfeitamente realizável em termos tecnológicos, mas agrega computações e definições desnecessárias, o que resulta em serviços mais complexos, com baixo desempenho e pouca escalabilidade. O fato é que serviços REST compõem a maioria dos serviços disponibilizados na Web 2.0 nome amplamente adotado para referenciar a atual fase da Web, notoriamente focada na geração colaborativa de conteúdo. A proposta oferecida por este trabalho utiliza uma seleção específica de linguagens e protocolos já existentes, reforçando sua realizabilidade. Utiliza-se a linguagem OWL-S como ontologia de serviços e a linguagem WADL para a descrição sintática dos mesmos. O protocolo HTTP é utilizado na transferência das mensagens, na definição da ação a ser executada e no escopo de execução desta ação. Identificadores URI são utilizados na definição da interface de acesso ao serviço. A compilação final dá origem à ontologia RESTfulGrounding, uma especialização de OWL-S. / The proposal is to allow the development of semantic Web services according to an architectural style called REST. More specifically, it considers a REST implementation based on the HTTP protocol, resulting in RESTful Semantic Web Services. The development of semantic Web services has been the subject of various academic papers. However, the predominant effort considers Web services designed according to another architectural style named RPC, mainly through the SOAP protocol. The RPC approach, strongly stimulated by the software industry, aggregates unnecessary processing and definitions that make Web services more complex than desired. Therefore, services end up being not as scalable and fast as possible. In fact, REST services form the majority of Web services developed within the Web 2.0 context, an environment clearly focused on user-generated content and social aspects. The proposal presented here makes use of a specific selection of existing languages and protocols, reinforcing its feasibility. Firstly, OWL-S is used as the base ontology for services, whereas WADL is for syntactically describing them. Secondly, the HTTP protocol is used for transferring messages; defining the action to be executed; and also defining the execution scope. Finally, URI identifiers are responsible for specifying the service interface. The final compilation proposed results in an ontology named RESTfulGrounding, which extends OWL-S.

<p>Wikipedia, ”den fria encyklopedin som alla kan redigera”, används mer och mer. Den är tillräckligt stor för att konkurrera med traditionella uppslagsverk som Encyclopedia Britannica eller Nationalencyklopedin. Den stora skillnaden jämfört med de traditionella uppslagsverken är dock att även de som inte är experter kan redigera och skriva artiklar. Wikipedia, som den ”vanlige internetanvändaren” kan påverka innehållet i, är en del av vad man kan kalla för deltagarkultur. Internetmediets struktur skapar förutsättningar för att användaren interaktivt ska kunna delta, och den här förutsättningen har hjälpt till att snabbt skapa ett stort uppslagsverk på internet. På grund av kritiken som riktats mot Wikipedia om huruvida det går att lita på uppslagsverket, undersöks i den här uppsatsen debatten kring vem som borde ha rätt att bestämma vad som ska få vara kunskap på Wikipedia och utifall det krävs ett tydligare regelverk kring hur kunskapsprocessen går till. Metoden som används är diskursanalys och resultatet visar att den traditionella synen på kunskap med expertis i fokus inte har spelat ut sin roll.</p>

Internet har i jämförelse med andra kommunikationskanaler som TV och radio vuxit fram väldigt fort, och en utveckling av detta är sociala medier, där interaktion och kommunikation är två viktiga ledord. För turismföretag kan dessa plattformar fylla en marknadsföringsfunktion, om de används på rätt sätt, och i bästa fall skulle de också kunna hjälpa turistbyråer att attrahera fler gästnätter till sina städer. Syftet med denna uppsats är att jämföra hur de tre skandinaviska huvudstädernas turistbyråer marknadsför sig via sociala medier mot turister och se vilka förväntningar de har för det framtida användandet av dessa plattformar. Anställda på de tre olika turistbyråerna har intervjuats för att få höra om deras erfarenheter med användandet av sociala medier, och i detta fall just Facebook och Twitter. Vi har även intervjuat en expert på sociala medier för att se om det finns något sätt som är mer effektivt vid marknadsföring via dessa. Utöver det har vi undersökt hur de tre turistbyråerna marknadsför sig på Facebook och Twitter och om antalet likes och followers har något att säga när det gäller att attrahera fler besökare. Tidigare forskning och det empiriska materialet indikerar att det är viktigt att hänga med i utvecklingen av de sociala medierna, och att man måste veta hur man marknadsför sig på rätt sätt. Annars kan det lätt leda till ett misslyckande, då både positiva och negativa nyheter flödar i hög hastighet på internet. Dock är vi i ett för tidigt stadium i utvecklingen av sociala medier för att kunna se om användandet av dessa konkret har bidragit till en ökning av gästnätter för de skandinaviska huvudstäderna. Vi är i alla fall säkra på att det inom en snar framtid kommer att kunna vara avgörande för dessa företag att finnas online, för att just attrahera fler besökare, även om aktiviteten bör genomföras med en medvetenhet. / Internet has, opposed to other communication channels such as TV and radio, had a very rapid growth and social media is one development from this, where interaction and communication are two important keywords. For tourism companies, these platforms can fill an important marketing function, if used in a strategic way. In a best case scenario, they could also help tourist agencies attract more visitors to their cities. The purpose of this thesis is to compare how the three Scandinavian capitals and their tourist agencies market themselves through social media and what expectations they have for the future work with these platforms. Employees from the three different tourist agencies have been interviewed in order to see how they work with social media, in this case especially Facebook and Twitter. We have also interviewed an expert on social media, in order to see if there is a way that is more efficient when it comes to marketing on these platforms. We have in addition to this studied how the tourist agencies actually market themselves on Facebook and Twitter, and if the amount of likes or followers has something to say when it comes to attracting more visitors. Research that has been made prior to this and our empirical material indicate that it is important to closely follow the development of social media, and that you need to know how to market yourself efficiently. It can easily turn in to a failure otherwise, since both positive and negative news travel fast on the Internet. We are still in a too early stage of the development of social media to be able to tell if the use of them has contributed to an increase of visitors to the Scandinavian capitals or not. We are however positive that it in a near future will be crucial for the tourism agencies to be online in order to attract more visitors, even though the activity should be performed with cautiousness.

Wikipedia, ”den fria encyklopedin som alla kan redigera”, används mer och mer. Den är tillräckligt stor för att konkurrera med traditionella uppslagsverk som Encyclopedia Britannica eller Nationalencyklopedin. Den stora skillnaden jämfört med de traditionella uppslagsverken är dock att även de som inte är experter kan redigera och skriva artiklar. Wikipedia, som den ”vanlige internetanvändaren” kan påverka innehållet i, är en del av vad man kan kalla för deltagarkultur. Internetmediets struktur skapar förutsättningar för att användaren interaktivt ska kunna delta, och den här förutsättningen har hjälpt till att snabbt skapa ett stort uppslagsverk på internet. På grund av kritiken som riktats mot Wikipedia om huruvida det går att lita på uppslagsverket, undersöks i den här uppsatsen debatten kring vem som borde ha rätt att bestämma vad som ska få vara kunskap på Wikipedia och utifall det krävs ett tydligare regelverk kring hur kunskapsprocessen går till. Metoden som används är diskursanalys och resultatet visar att den traditionella synen på kunskap med expertis i fokus inte har spelat ut sin roll.

Zugl.: Diplomarbeit.

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

Das Poster stellt einen Ansatz für den Einsatz von Web-2.0-Technologien in der Weiterbildung in der Ernährungsindustrie dar. Neben der Unterstützung von Blended Learning Szenarien werden auch selbstständiges Lernen sowie der informelle Erfahrungsaustausch zwischen den Teilnehmern ermöglicht und gefördert.