Personality plays an important role in various aspects of our daily life. It is being used in many application scenarios such as i) personalized marketing and advertisement of commercial products, ii) designing personalized ambient environments, iii) personalized avatars in virtual world, and iv) by psychologists to treat various mental and personality disorders. Traditional methods of personality assessment require a long questionnaire to be completed, which is time consuming. On the other hand, several works have been published that seek to acquire various personality traits by analyzing Internet usage statistics. Researchers have used Facebook, Twitter, YouTube, and various other websites to collect usage statistics. However, we are still far from a successful outcome. This thesis uses a range of divergent features of Facebook and LinkedIn social networks, both separately and collectively, in order to achieve better results. In this work, the big five personality trait model is used to analyze the five traits: openness to experience, conscientiousness, extroversion, agreeableness, and neuroticism. The experimental results show that the accuracy of personality detection improves with the use of complementary features of multiple social networks (Facebook and LinkedIn, in our case) for openness, conscientiousness, agreeableness, and neuroticism. However, for extroversion we found that the use of only LinkedIn features provides better results than the use of only Facebook features or both Facebook and LinkedIn features.

In this diploma thesis I deal with possibilities and conditions of increasing the competition abilities of companies by social networks. In the theoretical part I target essence and history of formation of social networks. I also looked at basic principles of their behaviour and discribed their sources of income. In the practical part I used various statistics of popularity and I chose social networks which can offer the highest increase of share at the market to companies which are interested. Consecutively I created analysis of penetration of chosen social networks to czech bussiness environment and I gave an objective account on this issue using case studies of the companies. At the end I suggested principles for successful managing of social networks comunity which should lead towards the increase of the ability to compete. The thesis will not be the most extensive one analysing social networks but it is a good summary of theoretical and practical knowledge and will serve as a very good inspiration for deeper research of with possibilities and conditions of increasing the competition abilities of companies by social networks.

The purpose of this diploma thesis is to analyze the different possibilities of using social networks in marketing, and to compare the situation in the Czech Republic with the rest of the world. In the theoretical section, the term social network is clearly defined and the historical development of social networks and their popularity in the world and in the Czech Republic are discussed. Later, the thesis focuses on individual components of marketing strategy and marketing mix and their implementation on social networks. The key part of the thesis centers on the discussion of different marketing tools, which are used on the most popular social networks today and provides practical examples of their use. The final chapter is a detailed analysis of the marketing strategy and communication campaigns within the most successful companies on social networks in order to identify the reasons for their success. These conclusions are then compared with marketing activities on social networks in the Czech Republic. Finally, the thesis compares the way in which international firms that operate in the Czech Republic are using social networks for marketing abroad and in our country.

The purpose of this diploma thesis is to analyze marketing through social networks. The first chapter is focused on Internet, marketing and communication mix. In the second chapter there are discussed social networks and their history. Moreover, this chapter also characterizes generations X, Y and Z. The key part of the thesis aimed to analyze each of social networks such as Facebook, Twitter, LinkedIn and Google+. Main attention is given to provide a detail view of social media tools and possibilities that companies can use for marketing.

Networking is a key component of a successful professional career. Studies have shown that between 60-75% of jobs are obtained through an individual’s network. Today many professionals use the social media site such as LinkedIn to make and maintain professional connections. However college students only make up approximately 10% of LinkedIn’s 300+ million users. There has been much research done regarding the use of social networking and academic and corporate use, little has been done to investigate how college students interact with LinkedIn. Therefore the purpose of this study was to gather students’ perceptions of LinkedIn as a professional social networking tool.Three research questions were used to find the use and perception of LinkedIn among college students and if there was a difference in the way that select students used it. A survey administered via Survey Monkey based on demographic, utilization, and perception of LinkedIn was sent to undergraduate students majoring in Kinesiology, Business Administration, and Mechanical Engineering during the spring 2015 semester. A total of 359 students responded to the survey, out of which only 105 owned LinkedIn accounts. The data was analyzed using descriptive statistics, frequencies, and percentages, and the one-way analysis of variance test. The results showed that the use of LinkedIn was low, and 38% of account owners reported never using their account. Most of the participants who owned LinkedIn accounts were white males. Students shared a neutral perception about LinkedIn features and LinkedIn as a tool for professional networking. Mechanical Engineers had the largest population of users out of the 3 majors surveyed.The results showed that Business Administration students used LinkedIn more than the other two majors surveyed, and juniors and seniors used the site comparatively the same. In addition, the findings showed that there was no significant difference in the way Mechanical Engineers and Kinesiology majors used LinkedIn. The findings of this study will provide valuable information for students and career counselors on the features of LinkedIn and what guidance students need when using the site.

LinkedIn profiles are increasingly serving as supplements to or substitutes for traditional resumes. Beyond the explicit information in LinkedIn profiles, research indicates that recruiters and hiring managers can infer additional applicant characteristics. The Big Five personality dimensions are particularly valuable for organizations to glean from these profiles due to their relationship with job performance. Although previous research has attempted to predict personality from LinkedIn, it has severe limitations, including limited practical utility due to relying on manual coding of profiles, inconsistent and largely non-significant findings, and a tendency to overlook the text data within profiles. This study addresses the first issue by developing an automated computer coding process, which significantly reduces profile coding time. The other limitations are tackled by drawing on the Realistic Accuracy Model and literature suggesting natural language contains personality cues to create a more comprehensive prediction model by incorporating the text data of LinkedIn profiles. Machine learning was used to analyze the profiles of 960 employees recruited through CloudResearch Connect and MTurk. Cross-validated and tested on out-of-sample data, the results indicate that all the Big Five personality dimensions can be validly and reliably predicted from LinkedIn profiles when text data is incorporated and analyzed through open-vocabulary approaches, but generally not when text is not included. Additionally, the built models result in fewer subgroup differences than a traditional self-report personality assessment. This research provides a more efficient and accurate approach to predicting personality from LinkedIn profiles. The implications and limitations of the developed approach are discussed.

Syfte – Syftet med denna rapport är att bidra med information om hur sociala medier används inom rekrytering och hur de kan användas för att öka chanserna för arbetssökande att få jobb inom marknadsföringsbranschen. Metod – För att besvara frågeställningarna användes metoderna studie av sociala medie-profiler och kvalitativa intervjuer. Studien genomfördes för att se hur rekryterare inom marknadsföringsbranschen betraktar en arbetsansökandes sociala medier. Detta gjordes genom att visa upp olika personers sociala medie-profiler och betrakta vad rekryterarna valde att undersöka på profilen. Resultat – Rapportens resultat är baserat på de intervjuer och den studie av sociala medie-profiler som utfördes. Resultatet visar på att sociala medier används för att styrka en uppfattning av den sökande. Däremot är välstrukturerade sociala medier inte det viktigaste för en anställning. Personligt brev, CV, kompetens och personliga attribut vägde tyngre. Sociala medier kunde dock få en allt viktigare roll i valet mellan arbetssökande där de förstnämnda faktorerna såg lika ut. Resultatet av intervjun visade att det var Facebook, Instagram och Linkedin som rekryterare helst undersökte när det kom till sociala medier. I studien framgick det att rekryterare som undersökte den sökandes sociala medier oftast blickade igenom den väldigt flyktigt och endast läste och kollade extra på de delar som verkligen fångade deras intresse. Det innehåll som skapade en bra uppfattning av den sökande var en blandning mellan yrkesrelaterade uppdateringar och information kring intressen och privatliv. Det som var det mest positiva med blandningen mellan privat och professionellt material var att rekryteraren fick möjligheten att se dels en passion för yrket och vilka sociala färdigheter och ambitioner den sökande besatt. Implikationer – Resultatets användningsområden är främst kopplade till arbetssökande inom markandsföringsbranschen men kommer även att kunna användas av rekryterare, arbetssökande inom andra branscher och privatpersoner. För rapportens primära målgrupp kommer användningsområdet att vara en ökad förståelse för rekryteringsprocessen i branschen samt en ökad förståelse för hur sociala medier kan användas till den arbetssökandes fördel. Begränsningar – Den största begränsningen i detta arbete har främst varit bristen till kontakt av företag. Hade vi fått möjlighet att få tag på fler företag hade vi kunnat dra fler generella slutsatser än de som gjorts. En annan begränsning som finns i rapporten är den snäva tiden. Hade mer tid funnits hade det varit möjligt att utföra en jämförande studie mellan vad arbetssökande inom marknadsföringsbranschen själva tror att deras sociala medier ska vara utformade på bäst sätt och jämfört det med vad rekryterarna tycker. / Purpose – The purpose of this report is to provide information on how social media is used in recruitment and how they can be used to increase the chances for job seekers to get a job in the advertising industry. Method – In order to answer the questions in our report we used the methods study of social media profiles and qualitative interviews. The study was conducted to see how recruiters in the marketing industry look at an applicant's social media. This was done by showcasing different people's social media profiles and view what recruiters chose to see and read. Findings – The report's results are based on the interviews and the study of social media profiles that were performed. The results show that social media is used to force an idea of the applicant. However, well-structured social media is not the most important for employment. Cover letter, resume, skills and personal attributes outweighed. Social media could, however, play an increasingly important role in the choice between two job applicants with the same experience. The result of the interview showed that it was Facebook, Instagram and LinkedIn that where examined when it came to social media. The study revealed that recruiters who examined the applicant's social media usually checked through very volatile and only read and checked extra on the parts that really caught their interest. The content that created a good view of the applicant was a mix between professional updates and information about the user’s interests and privacy. The most positive thing was a mix between private and professional materials so that the recruiter had the opportunity to see both a passion for the profession and the social skills and ambitions of the applicant possessed. Implications – The results are mainly linked to job seekers in marketing but can also be used by recruiters, job seekers in other industries and individuals. The report's primary target audience can use the result to acquire a greater understanding of the recruitment process in the industry and a greater understanding of how social media can be used for the jobseeker's benefit. Limitations – The main limitation of this work has been the opportunity to contact the company. Had we been able to get hold of more companies, we could have drawn a more general conclusion than the ones made. Another limitation contained in the report is the limited time. If we had had more time, we would have done a comparative study between what job seekers in the marketing industry itself believes that their social media should be designed in the best way and how hiring managers think.

Made available in DSpace on 2016-04-26T18:16:01Z (GMT). No. of bitstreams: 1 COS - Lawrence Chung Koo.pdf: 3365336 bytes, checksum: 00db0c515693982cdd765c7d1f84f228 (MD5) Previous issue date: 2006-12-19 / The reality of digital world is closely related to our daily life in such a way that the cyber culture footsteps are marked digitally in all the aspects of our life. These facts can also be applied to our relationships, transforming physical contact into virtual hypermidiatic connections. A large quantity of virtual community is added to cyber space each day, however, significant part of them lose their attractiveness soon after they are launched to the market. We would like to understand the reasons why the failure of these sites happen, and list the main factors which have to be considered in the design phase. The semiotic qualitative analysis performed in this research work has the objective to demonstrate how the attractiveness and communicability of the relationship site such as Orkut and LinkedIn is one of the key factors to drive the successful construction of virtual networks and create loyalty to the users. The methodology that we will apply to this research work is based in the General Theory of Signs from Charles Peirce. We chose the Orkut and LinkedIn relationship sites as study objects / A realidade do mundo digital está intimamente relacionada ao nosso cotidiano fazendo com que a permeabilidade da cibercultura torne o nosso viver impregnado de traços digitais. Esse fato aplica-se também aos nossos relacionamentos que se dão cada vez mais por meio de conexões hipermidiáticas. Constata-se, por um lado, que uma grande quantidade de comunidades virtuais nasce nos meios de comunicação internet, por outro, que grande parte dessas comunidades perde atratividade prematuramente. Queremos ampliar o conhecimento sobre esse tema, entender como e por que se dá o fenômeno da perda da atratividade e conseqüente falência das comunidades virtuais. Os fatores relevantes a serem considerados nessa pesquisa são os predominantemente ligados às áreas das comunidades virtuais, cibercultura e comunicação imagética A análise qualitativa semiótica realizada neste trabalho tem por finalidade demonstrar que a atratividade e a comunicabilidade dos sítios de relacionamento por meio da internet são fatores decisivos para potencializar a formação de redes virtuais e possibilitar a fidelização dos seus usuários. A metodologia utilizada está baseada na Teoria Geral dos Signos de Charles Peirce. Foram selecionados os sítios Orkut e LinkedIn como objetos da nossa pesquisa

This master thesis investigates linkage between personality characteristics and digital records on the Internet. The theoretical part is focused on selected theories of personality traits, brief description of social networks and on current studies connected with relationship between digital records and personality characteristics. Empirical research is dedicated to test interdependences between user profiles at the LinkedIn and Hogan's MVPI and HDS using the research sample (N=238, after reduction N=129 due to limited number of LinkedIn users). Based on LinkedIn data which were reduced to 6 new variables, results describe statistically significant models predicting scores for some scales of MVPI and HDS. However, maximum adjusted R2 was only 15,5% for the best regression model which was predicting Altruistic scale (MVPI).

Made available in DSpace on 2016-04-29T14:23:18Z (GMT). No. of bitstreams: 1 Diego Simoes Correa Maymone.pdf: 10780914 bytes, checksum: cfffcddcaf22956c5fcc458946b863db (MD5) Previous issue date: 2013-05-25 / In recent years the Internet has become one of the most used channels for communicating job opportunities or positions, identifying talents and searching for jobs, allowing changes in the form of action and interaction between those who offer and those looking for a job. Companies and recruiters can now rely on the benefits that the expressive reach of the Internet brought to publishing job opportunities, while the professionals looking for a job have increased resources and tools available to conduct research for job opportunities published by companies in their corporate websites, in online classified ads and in other webbased services, such as online social networks. With the popularity of online social networks, new trends have emerged in the processes for recruitment and job search, fostering the construction of relationships and communities intended to leverage the experience of recruiters and professionals looking for a job. And, in face of this reality, this research aims at analyzing and describing how online social networks support the processes of recruiting and searching for job opportunities. In this exploratory descriptive research, for which the instrument used for collecting data was the bibliographical research, LinkedIn was identified and highlighted among the online social networks that appear as a tool to support the processes assessed herein. LinkedIn is a professional social network, whose role, potential and importance for the recruitment industry has grown as millions of professionals and businesses around the world create their online profiles/resumes, turning this social network into a place where employers and job seekers meet each other. Based on the work of authors like Cappelli, Qualman, Safko, Hunt, Anand, Khun & Skuterud, Santaella, Krueger, and others who study topics such as online social networks, the Internet and/or recruiting and job searching processes, as well as through the analysis of research conducted by Comscore, Jobvite, Bullhorn, and LinkedIn, the present study provided information that proves the high potential of online social networks as being tools to support the processes of recruitment and job search, and identifies and presents the benefits that LinkedIn has brought to the recruiting and job searching processes in Brazil and worldwide / A internet tornou-se um dos canais mais utilizados para a comunicação de oportunidades ou postos de trabalho, identificação de talentos e pesquisa por emprego nos últimos anos, viabilizando mudanças na forma de atuação e interação entre quem oferta e quem procura trabalho. Empresas e recrutadores passaram a contar com os benefícios que o expressivo alcance da internet trouxe para divulgação de oportunidades de trabalho, enquanto os profissionais à procura de emprego tiveram ampliados os recursos e ferramentas disponíveis para a realização de pesquisas por oportunidades de trabalho divulgadas pelas empresas em seus sites corporativos, nos classificados online e em outros serviços baseados na web, como as redes sociais online. Com a popularização das redes sociais online, novos processos de recrutamento e pesquisa por emprego surgem como tendências, favorecendo a construção de relacionamentos e comunidades que pretendem alavancar a experiência dos recrutadores e profissionais à procura de emprego. E, diante dessa realidade, a presente pesquisa tem como objetivo analisar e descrever de que forma as redes sociais online suportam os processos de recrutamento e pesquisa por oportunidades de trabalho. Nesta pesquisa exploratória descritiva, cujo instrumento utilizado para a coleta de dados foi a pesquisa bibliográfica, foi identificada e destacada, dentre as redes sociais online que despontam como ferramenta de suporte aos processos aqui avaliados, o LinkedIn, uma rede social profissional cujo papel, potencial e importância para a indústria do recrutamento tem crescido à medida que milhões de profissionais e empresas ao redor do mundo criam seus perfis/currículos online, fazendo dessa rede social um local onde empregadores e pessoas à procura de emprego se encontram. Com base nos trabalhos de autores como Cappelli, Qualman, Safko, Hunt, Anand, Khun & Skuterud, Santaella, Krueger, dentre outros que estudam temas como as redes sociais online, a internet e/ou os processos de recrutamento e pesquisa por emprego, bem como por meio da análise de pesquisas realizadas pela Comscore, Jobvite, Bullhorn e LinkedIn, este trabalho forneceu subsídios que comprovam o alto potencial das redes sociais online como ferramenta de suporte aos processos de recrutamento e pesquisa por oportunidades de trabalho, além de identificar e apresentar os benefícios que o LinkedIn trouxe para os processos de recrutamento e pesquisa por emprego no Brasil e no mundo