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El presente trabajo académico tiene como objetivo principal analizar el papel que desempeñó el marketing digital en la promoción y resultados de las películas Asu Mare 2 y Desaparecer; identificando la correlación que hubo entre la interacción en las redes sociales y los resultados de taquilla en las semanas que ambas películas estuvieron en cartelera. / Trabajo de investigación

Trabajo de suficiencia profesional

El uso de las redes sociales por diferentes empresas es cada vez mayor, pues se obtienen muchos beneficios, entre ellos una mejor interacción con sus clientes y formas más directas y eficientes de informar sobre sus productos. Bajo este contexto, este artículo pretendió investigar sobre los beneficios que Instagram brinda a tiendas de ropa femenina en el mercado peruano enfocándose en cómo puede aportar a la construcción del valor de marca mediante el engagement. Esta investigación se basó en un análisis realizado en el año 2015 a las tiendas Camote Soup y Rommate, para conocer la problemática desde las perspectivas de los dueños de las tiendas, seguidoras de cuentas de Instagram y community managers. Con la finalidad de actualizar la información recabada del año 2015 se realizó un segundo estudio cualitativo en el 2017. De esta manera se concluyó que Instagram sí aporta a la construcción del valor de marca si es que esta es gestionada eficientemente. La buena gestión, según los resultados del presente estudio, se refiere a seguir una estrategia orientada en los objetivos que se tenga como marca y sobretodo utilizando contenido en la plataforma que pueda generar una fidelización con su público. / Trabajo de investigación

Animals exhibit a wide variety of social behaviours that are shaped by the external group social structure. Thus, understanding social behaviours and processes requires examining the individual social associations that form the basis of a group’s social network. The first objective of this thesis was to assess the consistency of social position within wild networks of black-capped chickadees (Poecile atricapillus) and to evaluate the effects of individual behavioural traits (exploratory personality and social dominance) on network position. Intra-annual social position was found to be repeatable and centrality increased with dominance rank, suggesting that dominant individuals occupy more central positions. The second objective of this thesis was to evaluate how network position and individual traits influence the transmission of social information through groups; the use of information acquired by other group members is expected to be an important benefit to group living. Social information regarding the location of novel foraging patches was observed to be transmitted through all eight chickadee groups. The rate of information transmission was found to be positively associated with dominance rank, but was not influenced by exploratory personality, indicating that dominant individuals may have greater access to social information than more subordinate individuals. The final aim of this thesis was to assess if social information transmission varied between urban and rural environments, as increased resource variability in more rural sites was expected to lead to higher reliance on social foraging cues. However, no effect of level of urbanisation was detected on the transmission of social information regarding novel food sources, which may indicate a habitat-independent strategy of social information use in chickadees. In general the results from this thesis indicate the importance of dominance status on individuals’ position within a social group, which can lead to differential exposure to social processes, such as social information transmission.

Having identified the need to provide services to elderly, homebound people with arthritis, the Social Work Department at the Vancouver Arthritis Centre initiated an Arthritis Telephone Contact Program in Autumn, 1989. The purpose of this study was to investigate whether or not a weekly telephone call from volunteers would impact positively on subjects' physical and psychological functioning, level of pain and perceived level of social support. The 11 subjects in this study were elderly, Caucasian women identified by health care professionals as being socially isolated due, in part, to the limits placed on them by either osteoarthritis or rheumatoid arthritis. The one-group pretest-posttest research design was employed for this study. Quantitative measures used were the Arthritis Impact Measurement Scales (AIMS) and the Perceived Social Support From Friends and From Family Scale (PSS-Fr & Fa). Interviews of subjects were conducted in order to describe the efficacy of the Telephone Contact Program from more than one perspective. Over 16 weeks, paired t-test found that the physical functioning of subjects had improved significantly. It was noted that there was a trend towards improved health status for the experimental group in that seven out of the eight subscales of AIMS measured improvement, while one subscale showed no change. Contrary to prediction, perception of social support from family members decreased significantly, as measured by the PSS-Fa scale. Pearson correlation coefficients found no association between changes in perception of social support and changes in health status. Interview data suggests that callers were perceived as sources of social support. Specifically, callers seemed to provide participants with emotional support, informational support, and positive social interaction. Overall, the data suggested that the Telephone Contact Program had the capability to evoke small, but clinically meaningfully improvements in the health status of elderly women with arthritis. Further investigation into the use of telephone contact programs as a minimal intervention is advised. / Arts, Faculty of / Social Work, School of / Graduate

This thesis aims to assess the supporting role social networks provide to divorced Saudi women who face after divorce challenges. After reviewing the impact that online social networks have on Saudi society and the legal context of divorce in Saudi Arabia, this study explores key issues faced by divorced Saudi women using a qualitative approach. Upon reviewing the limited amounts of literature and following two methodological phases, the key findings are: (1) identifications of primary challenges faced by divorced Saudi women namely; social, economic, psychological, and legal issues; (2) extraction of themes based on each identified issue, leading to the identification of four qualitative models; and (3) assessment of the supporting role social networks have in the identified themes of each issue.

The thesis Use of Web 2.0 technologies in education introduces the concept of Web 2.0 and its basic characteristics. The first chapter is based on the explanation of major tools and technologies labelled as Web 2.0. The second chapter deals with specific services which have already found its place in education process. The same chapter evaluates the ways of dealing with their appropriate use, particularly in higher education. This chapter contains also the examples of successful use in education. The thesis is mainly concerned about using Web 2.0 tools in the environment of Czech schools. As Web 2.0 services are not new, I asked students and teachers at the University of Economics in Prague and asked what experience they have with such instruments in their personal life, so in context of education. The third chapter is entirely devoted to survey the use of Web 2.0 tools in the practice of The University of Economics in Prague. Content of the final chapter is a reflection of what direction the web will evolve in the coming years. It also evaluates social issues associated with the turbulent development of the Internet and Web 2.0.

The main goal of this thesis is to identify and evaluace specific aspects of using internet-based social networks in the commercial communication, and their influence on company's communication strategy. It also offers a brief overview of the most popular social networks of today and an insight into the efficiency evaluation of campaigns within them. The case study then shows an actual approach to this communication channel.

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