Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. Further we wish to research if and what kind of impact events have on the real-time marketing effectiveness. Lastly we provide recommendations on how to, according to us, best practice RTM-advertising on social media today. Theoretical framework: The theoretical framework consists of the essentials of brand equity and the importance of having a strong brand, as well as the emerging of a digital marketing platform and how it affect how companies perform marketing activities today. Further the theoretical framework covers the basic of social media and development of RTM. Considering RTM being a new phenomenon, previous scientific theories on the subjects are limited. Method: The research is based on a triangulation, a combination of both qualitative and quantitative research methods. This was made to get a broad perspective on the subject with viewpoints from both experts and consumers. The qualitative part consisted of five interviews with experts in the field of marketing as well as online observations of real-time marketing activities. The quantitative part consisted of a survey with 296 responses. Conclusions: The conclusions made in this research is that RTM is an effective and attractive way of creating social media marketing if made according to the following guidelines: 1) Build content on up-to-date news, so called newsjacking, 2) Be selective on what events to work on to make sure they are in alignment with your brand personality, 3) Use weather related happenings to build real-time content that is relevant and geographically on target, and 4) Interact with other brands and start a two way conversation. However, advertising in real-time may jeopardize how the brand is perceived by its consumers, since it may 1) Confuse the consumers, a luxury brand may for example come off as too mainstream, 2) Be misunderstood, considering the lack of time to plan and reconsider, and 3) Have the brand come out as Page 3 of 76 unauthentic, if the real-time content fail to reach high engagement, making it look dull and unattractive. Lastly, events have shown to have an impact on the effectiveness of the real-time advertisement, since 1) It provides brand with a short-cut to creating content that people are talking about, 2) Events are easy to plan beforehand, and 3) Events often open up to unpredicted happenings that consumers want to talk about, creating a so called opportunistic real-time opportunity.

Submitted by Zulaiê Loncarcci Breviglieri (zubreviglieri@gmail.com) on 2018-11-13T00:49:11Z No. of bitstreams: 1 DISSERTAÇÃO - ZULAIE - PPG DIREITO UNESP (1).pdf: 1492356 bytes, checksum: 05873851c7987ebf0c2f198cab3c4ab1 (MD5) / Approved for entry into archive by Jacqueline de Almeida null (jacquie@franca.unesp.br) on 2018-11-13T18:21:59Z (GMT) No. of bitstreams: 1 Breviglieri, ZL_me_fran.pdf: 1492356 bytes, checksum: 05873851c7987ebf0c2f198cab3c4ab1 (MD5) / Made available in DSpace on 2018-11-13T18:21:59Z (GMT). No. of bitstreams: 1 Breviglieri, ZL_me_fran.pdf: 1492356 bytes, checksum: 05873851c7987ebf0c2f198cab3c4ab1 (MD5) Previous issue date: 2017-11-08 / O trabalho lança um olhar sobre o paradigma dominante delineado na história recente do Brasil acerca da política habitacional, ao mesmo tempo em que recupera a trajetória de lutas sociais por uma maior participação popular na gestão dessas políticas e do protagonismo dos moradores. Apresenta um panorama sobre a base normativa do direito à moradia, passando pelo direito internacional e brasileiro, discutindo o seu caráter fundamental e o conceito de moradia adequada, e passa-se a discutir a política habitacional no Brasil, realizando um aporte teórico sobre o tema e demonstrando as opções da atuação estatal na história recente, adotando-se como paradigma o modelo do Bando Nacional de Habitação (BNH), num estudo sobre o perfil majoritário de seus programas e dos seus programas alternativos. Discute a mobilização da sociedade civil organizada e ascensão dos sujeitos coletivos como agentes de provimento habitacional, e o despontar da questão da participação popular neste modelo de política pública. Aprofunda os fundamentos de atuação dos grupos organizados da sociedade civil por moradia e o tema da autogestão como estratégia de atuação e organização, trazendo a experiência pioneira do Uruguai e seu Sistema Cooperativo Uruguaio, tendo a autogestão como principio norteador e no qual os movimentos sociais brasileiros se basearam quanto a sua forma de organização e prática, demonstrando a caminhada de lutas e as conquistas normativas encampadas pelos movimentos sociais brasileiros por moradia. Analisa os aspectos legislativos do Programa Minha Casa Minha Vida – Entidades e a entrada da pauta da autogestão e do protagonismo dos movimentos populares naquele modelo de política pública, analisando a sua eficácia e a qualidade da participação popular por ele conferida, por meio da análise indireta de dados estatísticos, passando por uma análise quantitativa e qualidade das moradias e da efetiva participação popular nos seus processos de construção. / This paper looks at the dominant paradigm outlined in Brazil 's recent history of housing policy, while at the same time recovering the path of social struggles for greater popular participation in the management of these policies and the protagonism of the residents. It presents a panorama on the normative basis of the right to housing, including international and Brazilian law, discussing its fundamental character and the concept of adequate housing, and discusses the housing policy in Brazil, making a theoretical contribution on the subject and demonstrating the options of state action in recent history, adopting as paradigm the model of the National Housing Bank (BNH), in a study on the majoritarian profile of its programs and alternative programs. It discusses the mobilization of organized civil society and the rise of collective subjects as agents of housing provision, and the emergence of the issue of popular participation in this model of public policy. It expands on the foundations of action of organized civil society groups for housing and the theme of self-management as a strategy for action and organization, bringing the pioneering experience of Uruguay and its Uruguayan Cooperative System, with self-management as the guiding principle and in which Brazilian social movements were based on their form of organization and practice, demonstrating the path of struggles and normative conquests faced by Brazilian social movements for housing. It analyzes the legislative aspects of the My House My Life Program - Entities and the entry of the agenda of self-management and the protagonism of popular movements in that model of public policy, analyzing its effectiveness and the quality of popular participation conferred by it, through indirect analysis of statistical data, passing through a quantitative analysis and quality of the dwellings and of the effective popular participation in its construction processes.

Nous explorons et analysons, dans cette recherche, les modes d’engagement d’enseignants qui deviennent directeur d’école. Il s’agit d’une transition personnelle et professionnelle qui a lieu dans un contexte d’évolution de l’environnement éducatif et de transformation institutionnelle. Ce passage dans de nouvelles fonctions s’accompagne souvent d’une restructuration identitaire. Au-delà de l’action, l’engagement repose sur un ensemble complexe et dynamique de conduites, d’attitudes mais aussi de processus psychoaffectifs, sociocognitifs et conatifs. Dans une approche active et plurielle de la socialisation, le modèle de l’interstructuration du sujet et des institutions (Baubion-Broye, A., Malrieu, P. & Tap, P., 1987) auquel nous nous référons, considère qu’au-delà d’influences externes et de composantes socio-biographiques, c’est bien le sujet qui reste l’agent de ses engagements. Nous montrons que les conduites d’engagement professionnel ne proviennent pas uniquement d’influences sociales ou d’intentions personnelles mais qu’elles sont orientées par des processus d’inter-signification du travail. Les origines de l’engagement se réfèrent à d’autres domaines de vie et temps d’existence pour les individus et reposent notamment surdes arbitrages de valeurs et de visées concurrentes. La recherche met à jour une typologie des trajectoires socioprofessionnelles des directeurs en trois classes, dont on mesure l’influence différentielle sur l’orientation de leurs engagements. Nos résultats indiquent comment certaines valeurs orientent les conduites et comment ces valeurs sont mises à l’épreuve quand, au cours de l’exercice professionnel, s’installe un sentiment de décalage entre attendu, prescrit et réalisé.Chaque type d’engagement apparaît comme dimension d’un projet de vie qui articule de manière singulière les visées, les ressources et les contraintes de différents domaines de vie (familial, professionnel, personnel, social). / We explore and analyze, in this research, patterns of teacher’s commitment who become principals. This is a personal and professional transition that takes place in a context of changing educational environment and institutional transformation.This passage of new features is often accompanied by a restructuring of identity. Beyond the action, the commitment is based on a complex and dynamic behavior, attitudes, but also processes psycho, socio-cognitive and conative.In an active and plural approach of socialization, the model of the subject and institutions interstructuration (Baubion-Broye, A., Malrieu, P. & Tap, P., 1987) which we refer, considers that beyond external influences and socio-biographical components, that is the subject who is the agent of its commitments.We show that the conducts of professional commitment are not confined to social influences or personal intentions but they are guided by the process of inter-service work. The origins of commitment refer to other areas of life and time of existence for individuals and based in particular on trade-offs of competing values and referred.Research updates a typology of socio-professional trajectories of directors into three classes, which we measure the differential influence on the direction of their commitments.Our results indicate how certain values drive behaviors and how these values are tested when in the course of professional practice, installs a sense of gap between expected, realized and prescribed.Each type of commitment appears as a dimension of life plan that articulates a singular way the aims, resources and constraints of different domains of life (family, professional, personal, social). / Esploriamo e analizziamo i coinvolgimenti di insegnanti che diventano direttori scolastici. Si tratta di una transizione personale e professionale che si svolge in un contesto di evoluzione educativa e di trasformazione istituzionale. Questo passaggio a nuove funzioni coincide spesso con una ristrutturazione dell'identità. Oltre all’ azione, l'impegno si basa non solo su un insieme complesso e dinamico dei comportamenti, ma anche su dei processi psico-affettivi , socio-cognitivi e conativi. In un approccio attivo e plurale della socializzazione, il modello dell’ interstructurazione del soggetto e delle istituzioni (Baubion-Broye, A., Malrieu, P. & Tap, P., 1987) alle quali ci riferiamo, ritiene che al di là di influenze esterne e di elementi socio-biografici, è al soggetto che spetta la decisione del suo impegno. Mostriamo che le linee di impegno professionale non si limitano solo alle influenze sociali o alle intenzioni personali, ma sono anche guidate dai processi d’inter-significato del lavoro. Le origini di questo impegno provengono da altri settori della vita e dai tempi di esistenza degli individui e si basano particolarmente sugli arbitraggi di valori e di ambizioni rivali. La ricerca evidenzia una tipologia delle traiettorie socio-professionali dei direttori in tre classi, di cui si misura l'influenza differenziale sulla direzione degli impegni assunti. I nostri risultati mostrano che certi valori orientano i comportamenti e che questi valori vengano testati quando, nel corso della pratica professionale, si installa un senso di discrepanza fra ciò che è atteso, previsto e realizzato. Ogni tipo di impegno appare comme una dimensione di un progetto di vita che organizza in modo singolare gli obiettivi, le risorse e gli obblighi dei diversi settori della vita (familiare, professionale, personale, sociale) / Dens la nosta recerca, qu’esploram e qu’analisam modos d’engagemen del regents que basan directùrs d’escola. Que pot estar ua transicion personela e professionella qu’arriva dens un contexto d’evolucion de l’educacion e de transformacion institucionela.Aquet passage dens naoeras foncions que va taben dabt ua restructuracion de l’identitat. Meij que l’accion, l’engagemen qu’ei contenut dens un ensemblo complexo e dinamico de comportaments, d’attitudas e taben de procesus psico-affectifs, sociocognitifs e conatifs.Dens ua approcha activa e pluriela de la socialisacion, lo modelo de l’interstructuracion do sujet dabt las institucions (Baubion-Broye, A., Malrieu, P. & Tap, P., 1987), qu’ei aquiu la nosta referença teorica, considera que meij qu’influenças externas e composantas socio-biograficas, qu’ei lo sujet qui, eht tot sol, megna lo son engagemen.Que mushem que los comportaments d’engagemen profesionel ne venguen pas sulamen d’ influenças socialas o d’intencions personalas ; au loc de quò que son guidadas per processus d’intersignificacion do travalh. Las originas de l’engagemen qu’es referan a d’autis dòmanis de vita et temps d’existença per los sujets e que dependan d’arbitrajos de valors e d’ambicions concurentas.La nosta estudia que presenta ua tipologia de trajectorias socioprofessionalas dos regents en trés classas, per cadùa que mesurem taben l’influença diferenciala sur l’orientacion do sons engagemens.Los nostos resultats que mushent cum caocas valors orientan los comportemens e cum aqueras valors son boutades a l’eprova quan, pendan lo travalh, qu’arrivo un sentimen de descalage entre ço qui ei attendut, prescrit et heit.Cado tipò d’engagemen qu’ei la dimension d’un projet de vita qui compren las ambicions, las resorças e las obligacions dos diferents dòmanis (familial, profesionel, personel, social).