Submitted by Fabiany Feitosa (fabiany.sousa@ufba.br) on 2017-03-21T14:31:53Z No. of bitstreams: 1 Cristiane Serra Vilela Dourado.pdf: 3129331 bytes, checksum: 70680f89b2dfbb31d86b44e0bbfede38 (MD5) / Approved for entry into archive by Maria Angela Dortas (dortas@ufba.br) on 2017-03-21T18:09:06Z (GMT) No. of bitstreams: 1 Cristiane Serra Vilela Dourado.pdf: 3129331 bytes, checksum: 70680f89b2dfbb31d86b44e0bbfede38 (MD5) / Made available in DSpace on 2017-03-21T18:09:06Z (GMT). No. of bitstreams: 1 Cristiane Serra Vilela Dourado.pdf: 3129331 bytes, checksum: 70680f89b2dfbb31d86b44e0bbfede38 (MD5) / Desde que conquistaram o mercado de trabalho fora do lar, as mulheres começaram a disputar bons empregos. Elas vêm consolidando a sua trajetória profissional com dedicação, esforço e abnegação, enquanto tentam equilibrar trabalho e vida familiar. Ocorre que os melhores anos para a construção da carreira coincidem com os ideais para ter filhos. Não obstante, ao engravidar, muitas delas ponderam se é válido o retorno ao trabalho após a licença maternidade e abdicar da participação ativa na educação de um ser que exige aprendizados complexos. Diante deste cenário, elas veem no empreendedorismo o caminho para ter flexibilidade de horários em uma opção de carreira que promova maior equilíbrio na administração de suas multitarefas. Em geral, essas mulheres têm recursos financeiros limitados para investimento em ponto físico e capital inicial. Nesse contexto, o principal objetivo dessa dissertação é analisar como o comércio eletrônico tem se constituído uma importante ferramenta utilizada pelas mães empreendedoras para divulgar e vender seus produtos e serviços e tornar seus negócios viáveis. Como metodologia utilizada foi aplicado um estudo de caso holístico com uma rede de mães empreendedoras em destaque no Brasil. Para obtenção dos dados analisados foram feitas entrevistas com mulheres participantes daquela rede. Dentre os resultados obtidos com a pesquisa, foi possível perceber a importância do comércio eletrônico como meio de inclusão socioeconômico para mulheres que optam por uma nova carreira no empreendedorismo. Apresentam-se, adicionalmente, duas Tecnologias Sociais que se apresentam como aliados no processo de fomento ao empoderamento da mulher através do empreendedorismo materno. / Since women conquered the labor market outside home, they began to compete for better jobs. They have been consolidating their career with dedication, effort and self-sacrifice, while they try to balance work and family life. On the other side, the best years for the development of the professional career coincide with the ideal years to have children. However, once pregnant, many women are considering whether it is valid returning to work after maternity leave, and give up the active participation in the education of their children who require complex learning. In this scenario, they see the entrepreneurship as a way to have flexible schedules at a career option that promotes greater balance in managing their multi-tasking. In general, these women have limited financial resources to invest in a commercial point and initial capital. In this context, the main objective of this dissertation is to analyze how ecommerce has been an important tool used by enterprising mothers to promote and sell their products and services, and make their business viable. It was used, as methodology, a holistic case study applied with a group of enterprising mothers highlighted in Brazil. To get the data analyzed were made interviews with women participants of that network. Among the results obtained from the research, it was possible to realize the importance of e-commerce as a mean of socio-economic inclusion for women who opt for a new career in entrepreneurship. In addition, it will present two social technologies that are as allies in the development process to the empowerment of women through maternal entrepreneurship.

Due to the increasing relevance conferred to a digital based approach to sales, moreorganizations are looking for a profitable way to exploit the value of the information they are able to collect during Digital Marketing campaign projects. These data are called Web analytics and are generated at the passage of the user on the Web page. Despite the value entailed by this information, previous academic literature points out the lack of a structured approach to Web analytics and rarely the subject was observed in connection with Project Management.The purpose of our study is therefore to bridge the existinggap, by aiming to assess how a structured approach to Web analytics could enhance the planning phase of a project. The focus on the planning phase is due to the critical relevance attributedto it. About this, researchers want to answer the following research question:Project planning in digital marketing campaigns: which is the role of a structured use of Web analytics?Given the exploratory nature of the study, guided by a positivist stand point and considered time and space constraints, a qualitative approach to the research was selected as the most suitable. The literature reviewperformed in the secondchapter allowed the authors to drawa conceptual framework, showing the connections between the research areas involved. At the end of the chapter a model of use of Web analytics, built from previous researchers, is presented. This last one lacks of an explicit connection with thesubject of Project Management, which we will develop along the thesis work. Empirical data was gathered through semi-structured interviews that involved with managers from a digital marketing company and consultants dealingwith Web analytics, working in two different companies.Research findings indicate therole of Web analytics to beextremely important while planning a Digital Marketing campaign project, but also revealed their use and relevance along other project phases. Also, the role of Web analytics historical data emerged during the interview process and is widely commented in the conclusive chapters.Interviewees provided coherent answers that we grouped in four main clusters and analyzed: structured use of Web analytics, project phases in marketing campaigns, use of Web analytics in the planning phase of a project and contextualization.Results reveal interesting implications both at a managerial level and for future academic research. Indeed, a new model that connects a structured use of Web analytics with the planning phase of a project is presented, including the role of historicaldata. Suggestions are provided to managers in terms of possible investments, while in case of academics we recommended other ways to test the validity of the study.

Social media has become an integral part of consumers’ lives and a popular platform for interactive marketing communication. In an age boasting of unprecedented digital connectivity, loneliness (defined as perceived social isolation) has, paradoxically, becoming widespread, affecting consumers’ preferences for products and brands in the marketplace. The present research extends the feelings-as-information theory and develops a conceptual framework in which loneliness modifies people’s cognitive processing style and induces concrete thinking in the context of evaluating social media messages. Using a mixed methods research approach, I first take a close look through the lens of a qualitative study at what it is like for the average consumer to experience loneliness. Additional experiments show that lonely consumers have higher digital engagement with concrete (vs. abstract) social media ads. Broadly, my findings on the effects of loneliness on consumers’ digital engagement with social media ads highlight the fact that loneliness may render different types of social media ads (abstract versus concrete) more or less effective.

Marketing today is no longer mainly about using traditional medias to reach a desired public. As consumers are moving to the digital world for information search, social media has provided new possibilities for companies to market themselves online. Newly started branding agencies often have a limited budget for marketing, but the need to increase brand awareness is high. In this situation, social media will be a good solution, because it is easy to use, cost effective and has a great range of reach to the desired target group. Instagram is a photo-sharing based app where the communication is done visually, which can be a good choice for branding agencies. The purpose of this thesis is to suggest a strategy for Instagram using results from a study of Swedish branding agencies’ use of Instagram, during a period of one year. The empirical study was done using a quantitative content analysis, in combination with an image analysis. A selection of six agencies were used for the two analyses to gain understanding of the research topic. Findings showed that Instagram was mainly used to humanize the agencies’ identity, and at the same time filled a showcasing function. A digital strategy plan was created for a Swedish branding agency called LLC Design. The plan created a total of 62 posts for a period of six months, with four different themes called Vi Värmland, Vi i LLC, Showcase and Kunskap, to deliver diverse content.

The main goal of this masters thesis is to analyze current marketing communication of a specific leadership development company active and the Czech market and its effectiveness. Based on the results recommend measures for improvement using appropriate channels. In the first part theoretical background of online communication, strategic framework and measurement of performance is introduced. Statistics, expert surveys and insight from opinion leaders from the field are included to provide more practical and comprehensive understanding of approach to individual channels, current trends and potential future development. Second part is dedicated to analysis of online communication strategy of chosen leadership development company. Analysis are based on interviews with relevant target group, comparison of online activities of competition and clickstream analysis of data from Google Analytics of various communication channels.

The digital landscape is rapidly changing and provides business-to-business companies with new digital tools and channels to conduct their marketing work e.g. social media networks. Business-to-consumer firms have been previously research in the topic of social media and digital marketing. However, there is a lack of research in the business-to-business area (Elsevier, 2016). This bachelor thesis aim to contribute to the field of marketing when it comes to social media and digital marketing activities in business-to-business companies. This through examine and describe how marketing practitioners e.g. marketing managers; experience and think about social media adoption and usage for digital marketing purposes. Two research questions are presented in the report; (i) how is social media adopted and used in digital marketing within international business-to-business companies, and for what purpose, according to marketing managers? and (ii) how can social media adoption and usage be improved for marketing purposes in international business-to-business companies, according to marketing managers? To answer the RQs the paper took a qualitative approach through conducting semi-structured interviews with eight Swedish business professionals whom work with social media for marketing purposes. The research concluded that social media is adopted either due to the assumption that B2B firms simply should, or the reckon of its low cost of usage, viral reach, ease of usage and accessibility. The usage itself were conduct marketing activities e.g. market business offerings; but also, to promote the business itself and its accomplishments. Regarding improvements, marketers’ states that digital marketing through social media needs to be further integrated in the overall business and marketing strategy. They also suggest management to provide training and/or education for the employees to increase the efficiency of the usage.

This master thesis aims to define the position of digital marketing within the communication mix, and via data analysis show its changing role in the course of time. At the same time, the thesis presents major trends in information and communication technologies influencing the field of marketing.

The work applies methods of multicriteria decision-making to various sources and media in the field of digital marketing. The calculation of the efficient strategy of the digital marketing is included. The strategy brings sorts of conversions, audience and attention together with minimizing costs. The application of multicriteria discrete decision-making methods is carried out in the environment of websites of firms on the sources and their general category medium. On the website of the company products are promoted and strengthened brand awareness. The methods of multicriteria decision-making using the discrete method of decision-making with determination of the order of variants with cardinal information were used for the calculations. Part of this work based on calculation of the efficient strategy of the digital marketing is also the analysis of used keywords and the most common conversion paths of the sources and media.

This thesis examines the problem of evaluating the effectiveness of digital marketing; more specifically it looks at the topic of Pay-per-click advertising on the scope of Small and Medium-sized businesses in the Czech Republic. The thesis provides literature review of the historical and current possible practices of what specific measures can be used to evaluate the success of pay-per-click advertising. Moreover, it connects the measurement subject with the associated area of attribution modeling. This topic represents an important issue for the online marketers mostly because of a currently widely used last-click attribution model that is not able to attribute the fair value of the different channels on the consumer journey to purchase. The primary research conducted in the form of qualitative research through in-depth interviews brings insights into the current practices of selected representatives of Czech SME sector as well as the digital agencies on the matter of measuring the success of online marketing and the attribution modeling. Derived findings give a picture at what stage of development the measurement and attribution of PPC currently is in the Czech SME market.

Las acciones de marketing promocional online se han convertido en una herramienta adaptable a diversos tipos de negocios e incluso imprescindible en la actualidad. Debido a que permite a las empresas generar un mayor tráfico a las plataformas web e inducir a los usuarios a poder realizar una comprar online (conversión). Cabe recalcar que esta investigación presenta la adecuada originalidad, ya que se estudia por primera vez las acciones de marketing promocional online en las tiendas por departamento y que además la utilidad de estos resultados puede ayudar a mejorar la optimización de estrategias promocionales online con respecto a la intención de compra. Así mismo, que el propósito de la investigación es determinar la relación de las acciones de marketing promocional online con respecto a la intención de compra para la categoría de ropa en tiendas por departamento en Lima Metropolitana. Para ello, se realizó una investigación mixta. El estudio cualitativo está compuesto por dos focus group de siete personas jóvenes entre 20 a 27 años; así mismo por entrevistas a profundidad, de las cuales fueron realizadas a un experto en marketing digital, un docente de marketing digital y a la subgerente de marketing digital de una de las tiendas por departamento; por último un estudio cuantitativo aplicado a 250 encuestas al público objetivo. Finalmente, se llevó a cabo el análisis correlacional entre la variable compra (que representa intención de compra) y los diversos tipos de acciones de marketing promocional online; de lo que se obtuvo como resultados que existe una relación de “Cierra Puertas/Liquidación/Final Sale”, “Recíbelo en 90 minutos”, “2x1”, “Promociones exclusivas” con la variable “Compra”; sin embargo, con la variable “Descuentos 80%,50%,etc” fue lo contrario, no presentó una relación con la variable “Intención de Compra”. / Online promotional marketing actions have become a tool adaptable to various types of businesses and even essential today. Because it allows companies to generate more traffic to web platforms and induce users to make an online purchase (conversion). It should be noted that this research presents the appropriate originality, since the promotional online marketing actions in department stores are being studied for the first time and that the usefulness of these results can also help improve the optimization of online promotional strategies with Regarding the purchase intention. Likewise, the purpose of the investigation is to determine the relationship of the promotional online marketing actions with respect to the purchase intention for the clothing category in department stores in Metropolitan Lima. For this, a mixed investigation was carried out. The qualitative study is composed of two focus groups of seven young people between 20 and 27 years old; also by in-depth interviews, of which they were experienced to a digital marketing expert, a digital marketing teacher and the digital marketing assistant manager of one of the department stores; Finally, a quantitative study applied to 250 surveys of the target audience. Finally, the correlational analysis was carried out between the purchase variable (which represents the purchase intention) and the various types of online promotional marketing actions; from what was obtained as results that there is a relationship of "Close Doors / Liquidation / Final Sale", "Receive it in 90 minutes", "2x1", "Exclusive promotions" with the variable "Purchase"; however, with the variable "Discounts 80%, 50%, etc." It was the opposite, it did not present a relationship with the "Purchase" variable. / Trabajo de investigación