Temos aktualumas Prekės ženklas yra ilgaamžiškiausias įmonės turtas, sukuriantis pridėtinę vertę ir padedantis įgyti konkurencinį pranašumą rinkoje. Tačiau sukurti sėkmingą prekės ženklą nėra lengva. Tam reikia ne tik originalių idėjų, bet ir nemenkų investicijų, kadangi prekės ženklo stiprinimas yra nuolatinis procesas. Kitaip tariant, vien sukurti sėkmingą prekės ženklą neužtenka. Nuolatinė konkurencija, vartotojų poreikių pokyčiai verčia nuolatos peržiūrėti prekės ženklo struktūrą ir priimti tam tikrus sprendimus dėl prekės ženklo stiprinimo. Šiais laikais televizija, radijas, žurnalai, internetas ir kt. masinės informacijos priemonės gali apimti didelę auditoriją vartotojų, tačiau reklaminės kampanijos kainuoja dideles pinigų sumas. Tačiau vis dėlto įmonės nevisuomet sulaukia tokio grįžtamojo rezultato, kurio tikėjosi. Taigi, kyla poreikis išsiaiškinti kaip teisingai parengti prekės ženklo stiprinimo programą, skatinančią vartotoją rinktis būtent šį prekės ženklą, bei kaip pasitelkti naujausių informacinių technologijų galimybes ir taip minimaliomis išlaidomis pasiekti kuo didesnę auditoriją ir gauti norimus rezultatus. Darbo objektas- prekės ženklas socialiniuose tinklapiuose. Darbo tikslas - išnagrinėti ir įvertinti prekės ženklo stiprinimo galimybes socialinėse medijose. Darbo tikslui pasiekti numatomi tokie uždaviniai: 1. Išanalizuoti prekės ženklą ir jo stiprinimo metodus. 2. Išnagrinėti integruotąsias marketingo komunikacijas. 3. Išanalizuoti socialinių medijų... [toliau žr. visą tekstą] / The Relevance of the paper. The brand name is the most durable of company‘s assets creating added value and helping to gain a competitive advantage in the market. Though creating a successful brand is not as easy as it seems. This requires not only original ideas but also a considerable investment because the brand-building is a continuous process. In other words, it is not enough only to create a brand name of the product. Constant competition and changes in consumer demands force the analysis of brand name structure and makes it take certain decisions on the enforcement of the brand building. Nowadays television, radio, magazines, the internet and other mass media can cover a large audience of consumers, though commercial campaigns cost a fortune. However companies do not ussually receive an expected feedback. Thus, there is an increasing demand to find out the right way of brand name building program which encourages choosing exactly this brand name for the consumer and also how to use the opportunities of new infomational technologies and in this way to reach as wider audience as possible with minimal cost and to acquire desired rezults. The object of the paper- the brand name in social networks. The aim of the paper- to examine and evaluate the opportunities of brand name strengthening in social media. Set goals in order to achieve the aim of the paper: 1. To analyze the brand and the methods of the brand strengthening. 2. To analyze the communications of the integrated... [to full text]

This thesis explores the influences of social networks and social support on the literacy engagement of 7 high school students from a multicultural, multilingual, and economically disadvantaged urban neighborhood in a large, diverse North American city. Specifically, this study describes (1) students’ social networks and social literacy interactions; (2) the types of social support the network relationships provide for participants’ literacy; and (3) the ways in which this socioliterate support might affect participants’ literacy engagement. Guided by Ecological Systems Theory (Bronfenbrenner, 1979, 1992/2005), at three times during an 18-month period the 7 participants completed social network maps and interviews, checklists about their reading and writing choices, and retrospective interviews about their reading and writing practices on self-selected texts. These data were analyzed on the basis of Tardy’s (1985) typology of social support and the tripartite model of engagement proposed by Fredricks, Blumenfeld, and Paris (2004), then individual case reports were created for each participant. For cross-case analysis (Stake, 2006), the individual reports were compared across similar, predetermined themes. Two primary conclusions are supported by the data and analysis: These adolescents received varying amounts and types of socioliterate support from certain members of their social networks, particularly teachers and family members, and this support positively influenced their literacy engagement when they were facing difficult or uninteresting tasks. The study provides an understanding of the relationship between social support, motivation, and engagement in single literacy events, including proposed relationships between these three concepts, as well as perspectives on the role of technology in adolescent social network formation and on the sources from whom adolescents seek literacy-based social support. The study describes pedagogical spaces that can provide and activate such literacy support and suggests topics for future research relating to adolescent literacy, socioliterate networks and support, and literacy engagement.

This thesis comprises of two separate game theoretic models that fall under the general umbrella of network formation games. The first is a coalitional model of interaction in social networks that is based on the idea of social distance, in which players seek interactions with similar others. Our model captures some of the phenomena observed on such networks, such as homophily driven interactions and the formation of small worlds for groups of players. Using social distance games, we analyze the interactions between players on the network, study the properties of efficient and stable networks, relate them to the underlying graphical structure of the game, and give an approximation algorithm for finding optimal social welfare. We then show that efficient networks are not necessarily stable, and stable networks do not necessarily maximise welfare. We use the stability gap to investigate the welfare of stable coalition structures, and propose two new solution concepts with improved welfare guarantees. The second model is a compact formulation of matchings with externalities. Our formulation achieves tractability of the representation at the expense of full expressivity. We formulate a template of solution concept that applies to games where externalities are involved, and instantiate it in the context of optimistic, neutral, and pessimistic reasoning. Then we investigate the complexity of the representation in the context of many-to-many and one-to-one matchings, and provide both computational hardness results and polynomial time algorithms where applicable.

The aim with our study was to understand former addict´s experience of social networks from the Lewi Pethrus foundation (LP foundation) aftercare. The method we have used is qualitative semi-structured interviews. We have interviewed eight persons, four men and four women. They have all been in contact with the LP foundation and are today drug free. The result of the study has shown that the fellowship, in the different social networks have been very important to maintain a drug free life. A feeling of affinity, being seen, feel supported and trusted, experience that someone believe in you, has been the most regarded in the social networks. The contact with the LP foundation and the church appeared to have a significant role in the LP foundation and the church appeared to have a significant role in the LP foundation aftercare to create new social networks. Having a job or study is also a key to build new relationships and is something that the LP foundations aftercare has contributed to. Our study also showed the necessity to break up with old friends from the time when they were addicts, who had a negative influence. Furthermore it was vital to re-establish the relationship with their children and also with their siblings.

The aim of this thesis is to demonstrate how immigrants from Turkey try to create flexible identities through their entrepreneurial practices in order to achieve social mobility within the regimes of state, market and social networks in Berlin. To put it differently, the aim of the study is to indicate how immigrant entrepreneurs try to develop strategies and maneuvers vis-&agrave / -vis the regulatory mechanisms like immigrant and citizenship laws, high degree of labor market rules, class based corporatist policies, social welfare policies and social networks acting as habitus for order and stability through social control and surveillance. These strategies and maneuvers, which are reflected on the flexible identities of immigrant entrepreneurs, are crucial for them to have social mobility and thus to remain competitive in the capitalist market economy and its political and social dynamics. That is to say through flexible identities immigrant entrepreneurs enable themselves to benefit from the economic, political and social conditions in Turkey and Germany, and also adapt themselves to the changing circumstances in these countries. In this manner, immigrant entrepreneurs are not only passive subjects of the regimes of state, market and social networks, which are constituted and conditioned with various norms, laws and values, but also active agents, who are able to create flexible identities in order to be mobile and competitive within these regimes.

In this thesis, it is aimed to investigate to what extent Bulgarian Turkish immigrants of 1989 and the following years, integrated to the urban life and to analyze the role of their social networks in this process. In this respect, demographic, socioeconomic variables and migration process, social networks and organized and political behaviour of the immigrants have been evaluated in a comparative perspective with Turkish rural migrants in order to understand their difference in urban integration levels. Economic, social and political levels of urban integration of immigrants have been analyzed and the findings of two different age-groups were compared on these levels to see the generational difference in urban intaegration A total of 140 members of the association &ldquo / Bulgaristan T&uuml / rkleri Deliorman K&uuml / lt&uuml / r Dernegi&rdquo / were interviewed in Yenibosna for this purpose. Contrary to assumptions, they couldn&rsquo / t easily integrate to the urban life in Turkey because they came from a country, which is different in ideological, economic, social and cultural aspects. The most important difference was political and ideological, since they were raised in a country, which was socialist in that period before immigration. They formed a strong community to cope with the difficulties in the new environment. Although they became successful in economic integration to a certain extent, they couldn&rsquo / t integrate socially and politically in the same way.

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The following series of three essays examine the impact of peer networks of investment banks, including those commercial banks that recently entered security underwriting, on investment banking activities. Specifically, I focus on underwriter and financial advisor peer networks in security underwriting and mergers and acquisitions advisory services, and examine how the structure of these peer networks affects the performance of initial public offerings, the shareholders' wealth in mergers and acquisitions, and the market share of underwriters. The results indicate that the peer relations of underwriters and advisors have significant implications along various dimensions.

Worldwide use of mobile phones has created a new basis for interpersonal communication and has become a ubiquitous feature of youth culture. Hence the examination of global mobile phone adoption is a global challenge for communication researchers as well as for the media industries. Thus far, New Media research in New Zealand (NZ) has focused on children and teenagers. The group of young adults between 18-25 years has rarely been surveyed. This thesis focused on university students� use of mobile communication in NZ in the context of their everyday practices. The Mobile Media Study (MMS) was designed as a cross-national comparative research project with a focus on NZ together with one European and one North American country. The usage behavior, experiences, attitudes, and opinions of young NZers� towards mobile phone use was examined and contrasted to young German and American students. Methodological and data triangulation was applied and data was collected at the University of Otago, the City University of New York, the Pennsylvania State University, and the University of Leipzig. MMS survey research was conducted along with focus group and personal interviews, and qualitative exercises. In addition, the latest data from a longitudinal study of New Media use in Germany, the US and NZ served as a secondary, comparative, and complementary dataset. The research questions focused on general mobile phone use, text-messaging (SMS), the acceptance of Third Generation (3G) cell phones, mobile phone use in public places, gender-specific usages, and the construction of mobile social networks. Altogether, data from 1,316 students at four universities in three countries was analyzed. Results indicated that the number of providers as well as tariff structures appear to influence mobile phone adoption within a country. To adjust to the duopoly situation young people in NZ preferred prepaid cards in connection with a SMS package. This was reflected by extraordinarily high use of SMS in NZ. By comparison German and American students preferred annual contracts. Americans, who had the strongest preference for mobile calling, also had the highest monthly expenses. Additionally, findings revealed that overall user interest in 3G services is not yet very high. It was found that in particular NZ students do not exploit the full range of mobile services already available to them and feel confident that their current cell phone gratifies all their needs. They concentrate on using basic functions, such as calling and SMS. In addition, results suggest a decreasing role of the landline telephone and email for interpersonal communication. Gender differences were found with NZ women in particular being most enthusiastic about SMS. German men had the most negative attitude toward SMS and also used the service the least in comparison to the other students surveyed. In general women had a preference for the communicative functions on their mobile phone including voicemail and more women than men in Germany and NZ were found to play mobile phone games. Finally, evidence of gender specific social network structures were found in NZ with male networks resembling spider webs while female networks were centered so that all persons in the network connected back to the center. Overall, students only used a fraction of the contacts in their mobile phone book and communicated mostly within a limited local area. In conclusion, a replication of the MMS was suggested along with further multi-method research in the field of Asian-NZer�s New Media use.

This thesis interrogates my and others?? creative praxis using the tools of the Internet, webcam, blogging and digital video, to elucidate possibilities for communication. I examine whether these tools are productive for my creativity and others?? in increasing communicative spaces and building social networks amongst the complexities of globalised culture. Many cultural commentators consider the Internet as a new kind of public sphere, developing community, strengthening the lifeworld and providing ethical discourse. The Internet, however, is a context not without problems. Still, less that one quarter of the world??s population has access, and computer illiteracy and governance (to name only a few) contribute to its limitations ?? this dichotomy is central to my investigation. I demonstrate that information communication technologies (ICTs) such as the Internet are radically altering our everyday lives and mediation is increasingly pervasive. I argue, therefore, that our globalised context demands alternative communicative spaces to mainstream media that allow diversity, plurality, intersubjectivity and new forms of interrogation. I ask whether the Internet can assist in the development of social networks and newest social movements (NSMs) by increasing civic bonds and communities. I posit communicative action, reflexivity and praxis as productive tools for a critical practice. I suggest that these theories are influential in researching the Internet??s potential in generating social awareness. I argue that the Internet can be used to construct social spaces and, in conjunction with creativity, can increase its productive capacity in developing diverse and ethical communicative contexts.