Made available in DSpace on 2015-05-07T14:46:42Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 5051528 bytes, checksum: 0f117f4f45a3a652cdb678e36a5037e2 (MD5) Previous issue date: 2013-03-09 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Mediatization arises as an unfinished phenomenon, but with the analysis of some film reviews on audiovisual and textual aspects, and also, viewers comments, we want to understand how the latter, in a given site, has been part of a mediatization process, revealing the overflow of social relations to a means that is increasingly becoming a space, and thus generating the concept of "web-review." Our goal is to discover how this relationship between naturally complex and impure review and Web is generating new media practice, how this influences new production of the message, but also experiences with reviews. As for our method, we have the content analysis, the means and the message, but used in a somewhat formalistic way, allowing a type of analysis that took place according to what our objective is, bringing their problems without an excessively rigid structure. The fact is that we find that this new form of review is not limited to "online textual review" or " online audiovisual review ", but it includes all the Web inset and all the resulting human experiences - this contact with hypermedia and interactive possibilities. Finally, we explain that we analyzed two aspects, and the main message and the return messages from the interacting public, facing a process the process of mediatization of underway reviews, and we have shown that the dimension of "web-review" is not a process that comes after the "online reviews", but that both characterizations coexist, as different dimensions of the same phenomenon. / A questão da midiatização nos surge como um fenômeno inacabado, mas, com a análise de algumas resenhas cinematográficas, em seus aspectos audiovisuais, textuais e os comentários do público, pretendemos entender como elas, em um determinado site, vêm sendo parte de um processo de midiatização, revelando o transbordamento das relações sociais para um meio que vem se tornando cada vez mais um espaço, e com isso gerando a noção de web-resenha . Nosso objetivo está em descobrir como essa relação naturalmente complexa e impura entre resenha e Web está gerando novas práticas midiáticas, como isso influencia novas formas de produção da mensagem, mas também de experiências com a resenha. Quanto ao nosso método, temos a Análise de Conteúdo, do meio e da mensagem, mas usada de uma forma pouco formalista, permitindo um tipo de análise que ocorreu de acordo com o que o nosso objeto e sua problemática vêm nos trazendo, sem que os tenhamos colocado numa estrutura demasiadamente rígida. O fato é que descobrimos que essa nova forma de fazer resenha não se limita à resenha textual online ou à resenha audiovisual online , mas inclui todo o entremeio da Web e toda a experiência humana resultante disso, desse contato com hipermídia e possibilidades interativas. Enfim, devemos explicar que analisamos dois aspectos, o da produção da mensagem principal e a das mensagens de retorno do público interagente, frente a um processo de midiatização das resenhas ainda em andamento, e que nos tem revelado que a dimensão da web-resenha não é um processo que vem depois das resenhas online , mas que ambas as caracterizações coexistem, sendo dimensões diferentes de um mesmo fenômeno.

Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-03-09T21:57:44Z No. of bitstreams: 1 AdriannePaulaVieiraDeAndrade_DISSERT.pdf: 9266203 bytes, checksum: b4df48cf836713b45782f1a247a1a30c (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2017-03-09T22:03:11Z (GMT) No. of bitstreams: 1 AdriannePaulaVieiraDeAndrade_DISSERT.pdf: 9266203 bytes, checksum: b4df48cf836713b45782f1a247a1a30c (MD5) / Made available in DSpace on 2017-03-09T22:03:12Z (GMT). No. of bitstreams: 1 AdriannePaulaVieiraDeAndrade_DISSERT.pdf: 9266203 bytes, checksum: b4df48cf836713b45782f1a247a1a30c (MD5) Previous issue date: 2014-11-28 / A utiliza??o de dispositivos m?veis, dentre os quais se destacam os smartphones e tablets, tem crescido no mundo todo de forma exponencial. Como consequ?ncia, um novo modelo de neg?cio se desenvolve no ambiente das lojas de aplicativos m?veis, impulsionado pelo avan?o da utiliza??o da internet e das redes sociais. No contexto da mobilidade, a pr?tica do boca-a-boca eletr?nico (eWOM) acontece atrav?s da avalia??o ("reviews") dos aplicativos, da troca e propaga??o de informa??es. Alguns estudos de marketing eletr?nico t?m abordado o eWOM, mas h? poucos trabalhos focando o engajamento dos consumidores no fornecimento de coment?rios negativos. O objetivo deste trabalho foi compreender os motivos que levam os consumidores a fazer coment?rios negativos em um ambiente de mercado de mobilidade. A literatura mostra uma maior influ?ncia do eWOM negativo sobre os potenciais consumidores quando comparado com o eWOM positivo. A Teoria do Comportamento Planejado juntamente com os motivadores identificados na literatura, tais quais altru?smo, emo??es, desabafos de sentimentos negativos, vingan?a, busca por provid?ncias, reputa??o e reciprocidade, foram adotados como arcabou?o te?rico para compreens?o do engajamento dos consumidores no ambiente das lojas de aplicativos m?veis. A pesquisa, do tipo explorat?ria e descritiva, utilizou uma abordagem qualitativa e adotou o interacionismo simb?lico como postura te?rica, de modo a entender os significados atribu?dos pelos indiv?duos as suas experi?ncias. Foram coletados dados verbais, atrav?s de entrevistas epis?dicas semiestruturadas realizadas e gravadas no ambiente online com consumidores que praticam o eWOM negativo. Para a an?lise dos dados, foi utilizada a an?lise de conte?do categorial com o aux?lio do software QSR NVivo?. Na interpreta??o, foram feitas an?lises comparativas com uso de mapas de ?rvore, matriz estrutural e matriz de codifica??o. Como resultado, as raz?es mais evidentes para o uso de aplicativos foram a satisfa??o de necessidades, facilidade nas atividades, recomenda??o de amigos, mobilidade e uso atrelado a servi?os. Quatro motivadores foram evidenciados pelos consumidores para a propaga??o de ?reviews? negativos nas lojas de aplicativos m?veis, s?o eles: o Altru?smo, ressaltando o desejo de alertar outros consumidores; a Busca por Provid?ncias, com ?nfase na busca por melhorias dos aplicativos; Emo??es negativas, destacando a frustra??o e raiva e a Reciprocidade, real?ando o aspecto do companheirismo e o desejo de se sentir ajudado. Os consumidores mostraram que se engajam neste ecossistema m?vel independentemente das press?es sociais e de influ?ncia de amigos. Os fatores ambientais, tais como o canal de avalia??o e a Internet, s?o vistos como facilitadores, enquanto que a falta de intera??o e alguns incentivos utilizados pelos desenvolvedores, como a emiss?o de alertas, podem prejudicar o comportamento de engajamento com eWOM. Os resultados da pesquisa contribuem para explorar o campo de estudos sobre o eWOM negativo no contexto nacional, e tamb?m avan?a o conhecimento sobre os motivos para a propaga??o de coment?rios negativos e h?bitos dos consumidores nas lojas de aplicativos m?veis. Com base nas informa??es da pesquisa, os desenvolvedores e empresas poder?o desenvolver estrat?gias de aperfei?oamento de intera??o com os consumidores de aplicativos m?veis. / The usage of mobile devices, such as smartphones and tablets, by consumers has been growing exponentially around the world. As a result, a new business model emerged in mobile application stores? environment, driven by the progress in the use of internet and social networks. In the context of mobility, the practice of electronic word-of-mouth (eWOM) happens through the evaluation ("reviews") of applications and the exchange and dissemination of information. Some studies have approached the electronic marketing eWOM, but there are few studies focusing on the consumers? engagement in providing negative comments. The objective of this research is to understand the reasons that lead consumers to provide negative reviews in an environment of the mobile market. The literature shows that negative eWOM has a greater influence on potential customers when compared to the positive. The Theory of Planned Behavior (TPB) along with motivators identified in the literature, such as altruism, emotions, venting negative feelings, revenge, search for actions, reputation and reciprocity have been adopted as theoretical framework for understanding the consumers?engagement in the atmosphere of mobile application stores. The study is a descriptive and exploratory research using a qualitative approach and the symbolic interactionism as theoretical technique in order to understand the meanings assigned by their experiences. Verbal data were collected through episodic semi-structured interviews conducted and recorded in the online environment. The research sample was composed by consumers who practice negative eWOM. For data analysis, the categorical content analysis was used with the support of QSR NVivo? software. To interpret, comparative analyzes were made using tree maps, structural matrix and coding matrix. It was found that the most evident reasons for using applications were satisfaction of needs, ease in activities, friends recommendation, mobility and use coupled to services. Four drivers were evidenced by consumers to spread negative reviews in mobile application stores, they are: Altruism, emphasizing the desire to warn other consumers; Searching for Providences, with the emphasis on the search for improvements of applications; Negative emotions, especially anger, frustration, and; Reciprocity, enhancing the aspect of fellowship in the atmosphere of the mobile application store environment and the desire to feel helped. Consumers have shown that they engage in this mobile ecosystem indepent of social influences and pressures from friends. Environmental factors, such as channel evaluation and the internet, are seen as facilitators, while the lack of interaction and some incentives used by developers, such as issuing alerts, can disrupt behaviors of engagement with eWOM. The research findings contribute to explore the field of studies on the negative eWOM in the national context, and also advances knowledge about the reasons for the spread of negative reviews and consumer habits in mobile application stores. Based on survey information, developers and businesses can develop strategies to improve interaction with consumers of mobile applications.

O aumento dos investimentos em processos educativos formais para profissionais trouxe consigo a necessidade de avaliar o efeito dessas atividades, seja sobre o trabalhador treinado, seja sobre a organização. Os instrumentos mais utilizados para avaliação aparentemente não estão atingindo os objetivos, e pouco contribuem para retroalimentar atividades educativas. Na área da saúde são realizados muitos treinamentos, no entanto, nem sempre são avaliados. Sendo assim, surgiu a necessidade de compreender mais sobre o tema e, assim, iniciar a construção de uma metodologia de avaliação capaz de mostrar as informações indispensáveis para retroalimentação dos programas e, por conseguinte, melhorar a prática assistencial que é a finalidade precípua das ações educativas na área da saúde. Assim, esse estudo teve como objetivos analisar a produção científica publicada sobre avaliação de processos educativos formais de profissionais da área da saúde e analisar as características dos instrumentos encontrados na revisão de literatura. Para isso, utilizamos a revisão integrativa, método pelo qual pesquisas primárias são analisadas para elaboração de uma síntese do conhecimento produzido sobre o tema investigado. Foram revisadas as bases de dados da BVS, Pubmed e Cochrane, no período de Janeiro de 2000 a Julho de 2010; a amostra final foi de 19 artigos científicos. Os resultados evidenciaram que não é utilizada uma metodologia validada e sistematizada para avaliar processos educativos formais, que o foco da avaliação é principalmente o aprendizado do participante, com pouca atenção ao processo de ensino e ao comportamento no cargo, sendo assim, ampliar os níveis de avaliação é essencial. Não basta olhar para a satisfação do treinando e a aquisição de conhecimento; também é importante conhecer o quanto esse novo conhecimento é aplicado no trabalho e o que isso impacta na instituição contratante e no usuário do sistema de saúde. A utilização dos resultados de avaliação apenas para captar se o treinando adquiriu algum conhecimento ou se ficou satisfeito com a ação também é um uso restrito das ferramentas de avaliação de processos educativos formais para profissionais. A ausência de avaliações pode reduzir o valor do treinamento que precisariam de alterações. / The increased investment in formal education processes for professionals has brought the need to assess the effect of these activities, the employee is trained, is about the organization. The most widely used instruments for assessing apparently are not reaching the goals, and contribute little to give feedback to educational activities. In the health area are conducted many training sessions, however, are not always evaluated. Thus, the need to understand more about the subject and thus initiate the building of an evaluation methodology capable of displaying the necessary information for feedback from the programs and therefore improve the care that is the primary aim of stock education in health. Thus, this study aims to examine the published scientific literature on evaluation of educational processes formal healthcare professionals and analyze the characteristics of the instruments found in the literature review. For this, we use an integrative review, a method by which primary research are analyzed for developing a synthesis of knowledge produced about a topic. We reviewed the databases of the VHL, Pubmed and Cochrane, in the period January 2000 to July 2010, the final sample of 19 scientific articles. The results showed that there is a validated methodology used to assess systematic and formal educational processes, the focus of the evaluation is primarily the learning of the participant, with little attention to teaching and behavior in office, thus, increase the levels of evaluation is essential. Do not just look for the satisfaction of training and knowledge acquisition, is also important to know how this new knowledge is applied at work and that this impacts on the contracting institution and the user of the health system. The use of evaluation results to capture only if the trainee has acquired some knowledge or if she was satisfied with the action is also limited use of evaluation tools for formal educational processes for professionals. The lack of assessment can reduce the amount of training they needed changes.

Bakgrund: Smittsamma sjukdomar är ett ökande problem för världen med ständig utveckling av bland annat antibiotikaresistenta bakterier, vilket kan göra att patienter med smittsam sjukdom blir komplicerade att vårda. För att minska smittspridning vårdas patienter i isolering, vilket kan medföra negativa upplevelser. Problem: När patienter vårdas i isolering blir de begränsade i sin livssituation. Deras möjlighet till att socialisera och interagera med andra människor försvåras, vilket kan ge upphov till ohälsa och eventuellt lidande. Isoleringsvård innebär även tillämpning av skydds- och försiktighetsåtgärder som orsakar ökad arbetsbelastning för sjukvårdspersonal, vilket kan leda till sämre omvårdnadskvalitet för patienter som vårdas i isolering. Syfte: Beskriva patienters upplevelser av isoleringsvård vid smittsam sjukdom. Metod: Kvalitativ systematisk litteraturstudie med beskrivande syntes, där tio analyserade vetenskapliga artiklar användes i resultatet. Resultat: Det framkom både negativa och positiva upplevelser hos patienter som vårdas i isolering. Dessa delades in i två övergripande teman; Vårdas i ensamhet med tre tillhörande subteman och Behov av att förstå med två tillhörande subteman. Slutsats: Sjukvårdspersonal behöver anpassa den vård som ges med hänsyn till patienters omvårdnadsbehov. Genom att sjukvårdspersonal får utökade kunskaper om patienters positiva och negativa upplevelser av isoleringsvård kan sjukvårdspersonal anpassa vårdandet. / Background: Communicable diseases is an increasing problem world-wide due to the ongoing increase of antibiotic-resistant bacteria, which makes the diseases hard to treat. Patients are forcibly being treated in isolation due to the risk of spreading the infection to other people, this can cause negative experiences for these patients. Problem: Patients who are being treated in isolation are forced into a limited situation in their lives. Their possibilities of socializing and interacting with other people are reduced which could cause unhealthiness and suffering. Isolation care means that healthcare professionals have to apply precautionary methods with protective equipment when treating these patients. This could cause an increased workload for healthcare professionals and lead to poor quality of care for patients in isolation. Aim: To describe patients’ experience of isolation care due to communicable diseases. Method: A systematic review with a descriptive synthesis, and ten articles were analyzed for the result. Result: Both negative and positive experiences were identified of patient treated in isolation. These experiences were divided into two major themes; To receive care in loneliness with three included sub-themes and The need to understand with two included sub-themes. Conclusion: Healthcare professionals have to adapt the care to the needs of the unique patient. If healthcare professionals had more knowledge of caring for patients in isolation some of the negative experiences could be eliminated and lead to better quality of care.

The divide between popular culture and high culture has been a subject of discussion since the early days of media research. Even though popular culture has a somewhat higher status today than in the early 1900’s, the division between the two cultural forms still exists. For example, the movies that appeal to the great masses are rarely awarded the most prestigious European film prices. The aim of this study was to examine how these two cultural practices is separated in film reviews on the Swedish film site MovieZine with the use of the socio-cultural theories of Adorno, Horkheimer and Bourdieu. The main issues consisted of what types of rhetorical arguments the critics use to value the film, and what types of cultural references they make in the different reviews The selection of the movie reviews for this study was based on the ten most viewed movies in Swedish cinema in 2016, and ten movies that were awarded some of the most prestigious and refined American and European film prices in the same year. The general result showed that the film critics used different types of rhetorical arguments based on what type of films they reviewed. In their reviews of the more high cultural films, the citric based their arguments on matters that are considered to be of a more intellectual and analytical kind, than in the reviews of the films that appeal to the masses. The critics often referred to movies or other cultural phenomenon that could be placed on the same side of the cultural spectrum as the movies they reviewed.

Jean Paulhan a consacré son œuvre à la recherche des lois de l’expression et à la mise au point d’une méthode critique qui en tienne compte. Cette quête s’enracine dans l’étude et l’expérience poétiques : elle commence avec les Hain-teny, poésies populaires malgaches, trouve sa formule critique dans Clef de la poésie et s’achève dans Le Don des langues, tandis que dans Les Fleurs de Tarbes sont posés les termes d’un renouvellement de la critique. Quel rapport à la poésie Jean Paulhan entretenait-il pour en faire le lieu de sa maturation critique ? C’est à cette question que tente de répondre cette thèse, en étudiant la place et la fonction de la poésie dans la vie et dans l’œuvre de Jean Paulhan. Une première partie présente une approche chronologique et sociologique du lien qu’entretient Jean Paulhan à la poésie, à travers ses découvertes propres, la formation complexe de ses réseaux de relations et son positionnement au sein du champ de la littérature, enfin son action en faveur de la poésie en tant que lecteur et éditeur. Une seconde partie analyse les enjeux de la poésie, à l’intérieur de l’œuvre de Jean Paulhan, dans la définition d’une méthode critique et la découverte de soi en sujet critique. Il s’agit ainsi de montrer comment, en cherchant la « clef de la poésie », Jean Paulhan trouve dans la poésie la clef de la critique et comment cette intimité intellectuelle entre l’expérience poétique et la méthode critique irradie non seulement au sein d’une majeure partie de la communauté poétique, mais aussi au sein de toute son œuvre et jusqu’à sa personnalité d’écrivain. / Jean Paulhan devoted his work to the research of the laws of expression and to the development of a criticism method, which would take them into account. That quest takes root in his studying and experiencing of poetry: it starts with the Hain-teny, poésies populaires malgaches, achieves its critical formula in Clef de la poésie and ends up with Le Don des langues, while the basis of the renewal of criticism is set down in Les Fleurs de Tarbes. What kind of a relationship with poetry did Jean Paulhan maintain that would stand for the starting point of his own idea of criticism? In order to answer this question, this dissertation sets out to define the place and role of poetry in Jean Paulhan’s life and work. In its first part, the dissertation shows a chronological and sociological study of the link between Jean Paulhan and poetry, through his own finds, through the building of a complex network and his positioning in the literary field, lastly through his action for poetry as a reader and as a publisher. In its second part, the dissertation analyses how poetry is at stake, throughout Jean Paulhan’s work, in the invention of a criticism method, and in the discovery of his own self as a critique. This study means to show how Jean Paulhan, by looking for “the key to poetry”, finally finds in poetry the key to criticism, and how such an intellectual intimacy between the experiencing of poetry and the criticism method spreads through a large part of the poet community and enlightens both his whole work and his personality as a writer.

Objectives: The EZSCAN is a non-invasive device that, by evaluating sweat gland function, may detect subjects with type 2 diabetes mellitus (T2DM). The aim of the study was to conduct a systematic review and meta-analysis including studies assessing the performance of the EZSCAN for detecting cases of undiagnosed T2DM. Methodology/Principal findings: We searched for observational studies including diagnostic accuracy and performance results assessing EZSCAN for detecting cases of undiagnosed T2DM. OVID (Medline, Embase, Global Health), CINAHL and SCOPUS databases, plus secondary resources, were searched until March 29, 2017. The following keywords were utilized for the systematic searching: type 2 diabetes mellitus, hyperglycemia, EZSCAN, SUDOSCAN, and sudomotor function. Two investigators extracted the information for meta-analysis and assessed the quality of the data using the Revised Version of the Quality Assessment of Diagnostic Accuracy Studies (QUADAS-2) checklist. Pooled estimates were obtained by fitting the logistic-normal random-effects model without covariates but random intercepts and using the Freeman-Tukey Arcsine Transformation to stabilize variances. Heterogeneity was also assessed using the I2 measure. Four studies (n = 7,720) were included, three of them used oral glucose tolerance test as the gold standard. Using Hierarchical Summary Receiver Operating Characteristic model, summary sensitivity was 72.0% (95%CI: 60.0%– 83.0%), whereas specificity was 56.0% (95%CI: 38.0%– 74.0%). Studies were very heterogeneous (I2 for sensitivity: 79.2% and for specificity: 99.1%) regarding the inclusion criteria and bias was present mainly due to participants selection. Conclusions: The sensitivity of EZSCAN for detecting cases of undiagnosed T2DM seems to be acceptable, but evidence of high heterogeneity and participant selection bias was detected in most of the studies included. More studies are needed to evaluate the performance of the EZSCAN for undiagnosed T2DM screening, especially at the population level.

The influence of electronic word of mouth (eWOM) on consumers’ purchase intentions has long been known. However, the emergence of social media has brought a new perspective to eWOM through enabling users to communicate with their existing networks on the Internet. On social media, conversely to the other online platforms, users are able to exchange their opinions and experiences about products or services with familiar people, which refers to people who they already know such as friends and acquaintances. This new way of eWOM has the potential for greater impact on consumers. Therefore, the aim of this research is to examine the influence of eWOM in social media on consumers’ purchase intentions. To do so, the research in this thesis involved two major phases. In the first phase, in order to explore the determinants of eWOM information on social media which influences consumers’ purchase intentions, a theoretical model was developed based on the integration of Information Adoption Model (IAM) and related components of Theory of Reasoned Action (TRA). The new model, which is named as Information Acceptance Model (IACM), was validated through structural equation modelling (SEM) based on surveys of 384 social media users in the UK. The results have highlighted that quality, credibility, usefulness and adoption of information, needs of information and attitude towards information are the key factors for eWOM in social media which influence consumers’ purchase intentions. Furthermore, to provide better understanding of the influence of eWOM on social media, the second phase of this research was designed as a comparative study. To explore whether the eWOM between familiar people on social media or the eWOM between anonymous people on other online platforms was more influential on consumers’ purchase intentions, the data collected through survey was reanalysed with a different perspective; and a comparison was conducted based on multiple regression analysis. The results have revealed significant differences and found anonymous reviews to be more influential on consumers’ purchase intentions than friends’ recommendations on social media. However, since these results were contrary to expectations, 10 in-depth interviews were also administered to enlighten the insightful results found through the survey. The interview findings uncovered the survey results. Information quantity, information readiness, detailed information, and dedicated information were discovered as the factors which make online reviews superior than friends’ recommendations in terms of the influence of eWOM. This research contributes to theoretical implications through its validated model and found key dimensions. The research model, IACM, brings a new approach to information adoption by extending IAM and provides new insights to researchers who study Information Systems (IS). In addition, the model highlights the information adoption process as an antecedent of behavioural intention, which is a very important finding for the related literature. Future studies can build new models through considering this relationship between information adoption process and behavioural intention. Moreover, the second phase of this research provides new constructs for future studies through its qualitative findings. The findings reached through in-depth interviews, which explain why consumers prefer anonymous online reviews, can either be tested as components of new theories and models or they can be tested as inclusion of existing theories and models. Both types have potential to provide valuable results for the literature. On the other hand, in terms of practicality, this research provides marketers with a frame of reference to understand the influence of eWOM in social media on consumers’ purchase intentions. Both the contextual and the comparative studies in this research offer valuable insights for marketers; marketers thus can develop better strategies for marketing on social media.

Vid ett e-handelsköp finns det två alternativ för informationssamling om produkten som skall köpas, produktinformation från e-handlaren och kundomdömen från tidigare konsumenter. Postnords e-barometer har flera år visat att svenska konsumenter önskade att e-handlare utvecklade kundomdömen på sina plattformar vilket denna studie har intresserat sig för att undersöka. Arbetet är av kvantitativ karaktär och har som syfte att undersöka svenska konsumenters användning av kundomdömen inför ett köp och vilka faktorer som påverkar användningen. För detta används en teoretisk modell med tillhörande hypoteser som är en förläning på TAM-modellen. Undersökningen bestod av en surveyundersökning där enkät har använts som datainsamlingsmetod. Resultatet visar på att de flesta respondenter till underökningen är positivt inställda till kundomdömen. De tycker att det är användbart, användarvänligt, betydelsefullt och har även en avsikt att använda dem innan köp. Dock är det väldigt få som använder omdömessystemet efter köp för att dela med sig av sina åsikter eller på annat sätt använda omdömessystemet. Studien föreslår att svenska konsumenter är mycket mer tystlåtna när det gäller eWOM än var tidigare studier har visat. Kundomdömen upplevs inte som trovärdiga, vilket dock inte visade sig vara en faktor som har en påverkan på användandet av kundomdömen vid köp. De faktorer som visade sig ha en stark direkt påverkan på avsikten att använda kundomdömen vid ett köp är omdömessystemets användbarhet och betydelse. En indirekt påverkan visade det sig att användarvänligheten har vilket påverkar användbarheten. Detta resultat skiljer sig från den ursprungliga TAM-modellen som menar att även användarvänligheten direkt påverkar avsikten att använda. Vidare har det i studien även identifierats olika demografiska grupper med olika datorvanor vilket har en medelmåttig effekt på hur användarvänligt ett omdömessystem upplevs. Resultaten visar också att det finns statistisk signifikanta skillnader mellan demografiska grupper och deras förhållning till kundomdömen. Kvinnor har en mer positiv syn på omdömessystem och har dessutom ett större förtroende till dem än män. Vidare upplever de kunder som ofta eller aldrig returnerar varor efter ett köp att kundomdömen är mer betydelsefulla och användbara. / When purchasing online there are two alternatives to collect information about the product of interest, product information from the e-retailer and customer reviews from previous customers. Postnord’s e-barometer has several years shown that Swedish customers wish that e-commerce providers developed customer reviews on their platforms, which are the main topic for this study. This work is of a quantitative nature and aims to explore Swedish online customers use of customer reviews before making a purchase and factors that influence their use. For this, a theoretical model with associated hypotheses has been used which is an extension on the original TAM-model. The study is a survey study where a survey was used as a primary data collection to test the model and analyze about factors that influence each other. The result of this study shows that most of the study’s respondents have a positive attitude towards customer reviews, they believe it is useful, easy to use, important and have intentions to use it before a purchase online. However, very few respondents tend to use customer review systems after purchases to share their purchase experience or use it in other ways. The study proposes that Swedish customers are much more of a silent observer when it comes to eWOM than what previous studies have found. Customer reviews is not perceived to be trustworthy, which however this study shows is not a factor that influence the intention to use customer reviews, in other words, customer reviews are perceived useful even if they are not trustworthy. The factors that proved to have strong direct influence on the intention to use customer reviews is the usefulness of the customer reviews system and the perceived importance of it. Additionally, the ease of use has an indirect influence, which differs from the original TAM-model which means that the ease of use directly influences the intention to use. Furthermore, different demographic groups with different computer experience has been identified, which has a moderate effect on the perceived ease of use customer reviews systems. The result also shows that there are statistically significant differences between demographical groups, and their relation to customer reviews. Women has a more positive view of customer reviews and perceive them to be more trustworthy than men. Furthermore, customers with different product return behaviors has different perceptions of the importance of customer review systems and the ones who never or often return products after a purchase online tend to perceive customer reviews more important.

El objetivo de esta investigación es analizar como las reseñas en el social media afectan al valor de marca de los hoteles 5 estrellas en el distrito de Miraflores de la ciudad de Lima. El estudio inicia con la investigación en fuentes con la finalidad de definir los conceptos de: social media, reseñas online, turismo, conocimiento de marca, imagen de marca y lealtad de marca; además de conocer el contexto actual del sector hotelero. Después, se enmarca en una investigación que utiliza una metodología mixta (cualitativa y cuantitativa) con un alcance exploratorio y correlacionar. En la fase cualitativa, se realizan entrevistas a profundidad y estructuradas a expertos digitales del social media y branding. Asimismo, usuarios representantes del servicio hotelero. Finalmente, en la fase cuantitativa se aplica un cuestionario a una muestra de 282 personas hospedajes en los 9 hoteles de cinco estrellas de Miraflores. Se obtiene como resultado que efectivamente las reseñas positivas o negativas afectan al valor de marca de los hoteles. Por ello, a mayor experiencia del cliente con las plataformas donde el consumidor participa y crea contenido, esta influirá en sus actitudes hacia valor de marca de los hoteles. Además, influye tanto en su decisión de compra como selección del hotel, dependiendo de las calificaciones anteriores en dichas plataformas. Finalmente, se proponen acciones para los gerentes de los hoteles. / The objective of this research is to analyze how the reviews in the social media affect the brand value of the five stars hotels in the Miraflores district of the city of Lima. The study begins with research in sources with the purpose of defining the concepts of: social media, online reviews, tourism, brand awareness, brand image and brand loyalty; besides knowing the current context of the hotel sector. Later, it is part of a research that uses a mixed methodology (qualitative and quantitative) with an exploratory and correlational scope. In the qualitative phase, in-depth and structured interviews are conducted with digital experts of social media and branding. Also, users representing the hotel service. Finally, in the quantitative phase a questionnaire is applied to a sample of 282 people staying at the 9 five-star hotels in Miraflores. The result is that effectively positive or negative reviews affect the brand value of the hotels. Therefore, the greater the customer experience with the platforms where the consumer participates and creates content, this will influence their attitudes towards the brand value of the hotels. In addition, it influences both your purchase decision and hotel selection, depending on the previous ratings on those platforms. Finally, actions are proposed for hotel managers. / Trabajo de investigación