El presente proyecto es una agencia de Marketing Digital para la red social Facebook, dirigida a ofrecer servicios a empresas Mype en Perú, dedicadas principalmente a la comercialización de productos y/o servicios, que tuvieran presupuestos bajos para invertir en un canal digital. La elección de mercado objetivo se obtuvo mediante una investigación de las necesidades de los actuales empresarios del país. Las empresas, en su mayoría, están bajo el régimen Mype, y se vio reflejado en las entrevistas, ya que el 100% de estos pertenecían a este régimen. Además, se rescataron datos importantes, como el reconocimiento de la importancia del Marketing Digital para los empresarios. Hablaron también sobre la necesidad de contar con servicios de diseñadores gráficos y community managers que trabajaran con una estrategia que brindara resultados, por último, esperaban no tener que gastar presupuestos excesivos, ya que esto significaría realizar fuertes sumas de dinero que no disponían. Se encontró una problemática de no encontrar profesionales encargados de implementar una estrategia digital a un precio accesible. Para la implementación de este proyecto se realizó un análisis del entorno, empezando por estudios del sector: la competencia, los consumidores, los proveedores del servicio y más factores externos que impactaban directa e indirectamente en las empresas de esta industria. Asimismo, para completar la investigación y viabilidad del negocio, se realizaron planes y presupuestos. Entre estos planes se encuentra el Plan de Operaciones, el Plan de Marketing, el Plan de Responsabilidad Social Empresarial, el Plan Estratégico y, por último, el Plan Financiero. Digital Boost ha demostrado su viabilidad mediante cifras, el primer año se obtendrá una utilidad neta de 8,345.46 soles, el segundo año será de 6,353.70 soles y 83,248.21 soles para el tercer año. / This project is a Digital Marketing agency focused on Facebook, aimed to offer services to Mype companies in Peru, mainly dedicated to the commercialization of products and services, companies that can afford low budgets to invest in a digital channel. The choice of the target market was made through an investigation of the needs of current businessmen in the country. The companies, for the most part, are under the Mype regime, and it was reflected in the interviews, since 100% of these belonged to this regime. In addition, important data was rescued, such as the recognition of the importance of Digital Marketing for entrepreneurs. They also talked about the need of having graphic designer services and community managers that would work with a strategy that provides real results, finally, they hoped they would not have to spend excessive budgets, since this means carrying out large sums of money that they cannot afford. There was a problem of not finding professionals responsible for implementing a digital strategy at an affordable price in the market. For the implementation of this project, an analysis of the environment was carried out, starting with studies of the sector: competition, consumers, service providers and more external factors that directly and indirectly impact on companies in this industry. Also, to complete the investigation and viability of the business, plans and budgets were made. These plans included the Operations Plan, the Marketing Plan, the Corporate Social Responsibility Plan, the Strategic Plan and, finally, the Financial Plan. Digital Boost has detected its viability through numbers, the first year the project earns a net profit of 8,345.46 soles, the second year will be 6,353.70 soles and 83,248.21 soles for the third year. / Trabajo de investigación

As the growing popularity of social networking sites (SNS) in recent years, many companies have recognized the potential of SNS as a competitive tool to connect with their customers and help them to achieve better business performance. The brand page is a popular product of SNS that allows companies to create their own profiles in SNS and provides companies with a platform to engage with their customers. The brand page can create added values for both companies and customers because it can help companies to increase brand awareness and also help customers to gain more brand knowledge. Past studies consider that increasing customers’ commitment and trust on the brand page are central to improving companies’ performance on the brand page. The aim of this thesis is to gain a better understanding of customers’ commitment and trust on the brand page based on the Commitment-Trust Theory, and use customer values based on the Customer Value Theory to explain the antecedents of customers’ commitment, trust, and relationship outcomes on the brand page. In particular, the thesis focuses on three customer values, namely, functional value, social value, and emotional value. This thesis focuses on four customer relationship outcomes: relationship durability, electronic word of mouth, continued interaction, and functional conflict. To examine the above objectives, this thesis proposes a theoretical model which includes three model components: relationship antecedents (i.e., customer values), relationship mediators (i.e., brand page commitment and trust), and relationship outcomes (i.e., relationship durability, electronic word of mouth, continued interaction, and functional conflict). We propose positive relationships between relationship antecedents and relationship mediators, and between relationship mediators and relationship outcomes. We conceptualized functional value, social value, emotional value, brand page commitment, and brand page trust as second-order constructs. We identify their respective first-order constructs through an extensive literature review. We verify our research model by using a data set collected in a Chinese social networking site – Sina Microblog. A total of 375 questionnaires are collected from users in Sina Microblog who have followed at least one brand page. We adopt established measurement items in previous studies to measure the constructs in this thesis. All measurement items undergo vigorous tests of factor analysis and construct validity. We also assessed the validity of second-order constructs by using theoretical and statistical analysis. We test our proposed model by using statistical technique of structural equation modelling (SEM). Partial least square (PLS) software package is used for data analysis. Our analysis confirms that social and emotional values significantly influence both brand page commitment and trust. Functional value is significantly related to brand page trust but not brand page commitment. In term of relationship outcomes, our findings show that both brand page commitment and trust significantly affect customers’ relationship durability, electronic word of mouth intention, continued interaction, and functional conflict. Our results also confirm the key mediating roles of brand page commitment and trust on the relationships between each of customer values and each of relationship outcomes. In conclusion, this thesis makes two main contributions. First, it provides empirical evidence regarding the process of customer relationship development on the brand page. Our results reveal that customer values are salient drivers of customers’ commitment, trust, and relationship outcomes on the brand page. Second, it contributes to the Commitment-Trust Theory and the Customer Value Theory by exploring the content of each customer values, commitment, and trust in the context of SNS brand pages.

This study sheds light on the role of social networks in entrepreneurship in the e- commerce sector in contemporary China. It examines the usefulness of network ties for entrepreneurship, specifically the capacity of network ties to provide information, advice, resources and emotional support during the creation and growth stages of small and medium-sized e-commerce businesses. Using data from semi-structured interviews with 30 private entrepreneurs in Anhui province in China, I first identified the roles played by family, friendship, business and political ties in e-commerce entrepreneurship, as well as their respective advantages and disadvantages. I then examined the changes in the roles of different network ties in e-commerce entrepreneurship as businesses move from the firm creation stage to the firm growth stage. Following this, I compared online and offline social networks to understand the similarities and differences in their respective effects on e-commerce entrepreneurship. My study presents three main research findings. The first research finding is about the role of strong ties in entrepreneurship. Specifically, I found that strong ties, such as family and friendship ties, are especially important for Chinese entrepreneurs to acquire scarce resources, especially financial and human resources, and for providing emotional support to cope with the highs and lows of running a business. However, there are also disadvantages brought by these strong network ties, including 'over- embeddedness' and conflict with family members and between friends. In addition, although strong ties are important for entrepreneurs to acquire scarce resources during the firm creation stage, its role might diminish as the firm grows. The second research finding is about the role of weak ties in entrepreneurship. In contrast with strong ties, weak ties, such as online business ties, are quite important for e-businesses to connect with a diverse range of people to get a diverse range of resources, advice and information, and emotional support. With the help of the Internet, entrepreneurs can easily develop these weak ties. Last but not least, the third research finding is about the role of political ties. To be specific, under the marketization trend in the e- commerce sector, the role of political ties in entrepreneurship is decreasing. Political ties are not necessary during the firm creation stage, but they might become useful in solving problems that arise in the growth stage, such as tax issues. There are three contributions of the study on the relationship between social networks and entrepreneurship. Firstly, the role of strong ties is found to have advantages and limitations in providing resources, advice and information and emotional support in entrepreneurship in the e-commerce sector, like in other sectors studied by previous research. Secondly, weak ties play an important role in connecting with a diverse number of acquaintances in providing them, especially as firms grow. In e-commerce sector, the Internet helps entrepreneurs to develop these weak ties. Last but not least, the macro-social conditions in an economy and in a specific sector should be considered when studying the role of network ties in entrepreneurship.

Despite the fact that some studies have shown a connection between learning efficiency and instructional time, there is lack of research that has been carried out within the Technical Vocational Education and Training sector with a particular focus on National Certificate Vocational programmes. To fill this gap, the current study utilised WhatsApp, an instance of a Mobile Social Network, in extending instructional time beyond the normal lecturing timetables with the objective of improving learning efficiency for NCV learners studying Computer Programming as a subject. To achieve the objective, a pragmatic approach was adopted in carrying out a participatory action research project. Qualitative data and quantitative data were collected concurrently in three phases using semi-structured interviews, questionnaire and documents. Thematic analyses and statistical analyses were applied to the data collected from five colleges in the Western Cape Province of South Africa. The findings of the study highlighted multiple issues: Firstly, awareness of instructional time phenomena was very minimal from the lecturers and the learners. Secondly, there were no formal interventions in place to recover or extend instructional time beyond the traditional college boundaries. In overall, the implementation of WhatsApp was well-supported at the five locations. However, statistical results from the five locations after implementation of the intervention were mixed. Results indicated an overall pass rate of 69.2% (n=54) of the total number of learners (N=78) who sat for the final examination. While pass rates at each of the other four locations was above 50%, the pass rate of the fifth location was considerably low (37%). The study generated three contributions to knowledge: practical, theoretical and methodological. Firstly, through the study, practical interventions were generated to assist learners outside the classes. Secondly, the thesis generated propositions from data and an integrated Mobile Social Network framework was developed which is expected to be a useful course of action for lecturers who want to improve learning efficiency through extending instructional time. A key methodological contribution has been the application of mixed methods choices in the collection, analyses of data and interpretation of results.

La audiencia social surge con la exhibición sincronizada de las redes sociales y la televisión, por medio de ellos, el público puede manifestar sus distintas opiniones o intereses sobre los contenidos en tiempo real. Esta información es de gran importancia para las producciones audiovisuales. El trabajo muestra las diversas estrategias usadas por la producción del programa “El artista del año”, al analizar la presencia de las audiencias sociales en los programas. Se indagan 2 episodios del programa y 2 cuentas de Twitter, concluyendo que los elementos de la comunicación pública y los programas concursos de tv ahora tienen que trabajar juntos. La incorporación de las audiencias activas en redes sociales expone tantas oportunidades como también desafíos. / The social audience arises with the synchronized exhibition of social networks and television, through them, the public can express their different opinions or interests about content in real time. This information is of great importance for audiovisual productions. The work shows the different strategies used by the production of the program "The artist of the year", when analyzing the presence of social audiences in the programs. In 2 episodes of the show and 2 Twitter accounts, concluding that elements of public communication and television quiz shows now have to work together. The participation of active audiences in social networks exposes as many opportunities as well as challenges. / Trabajo de investigación

A tremendous amount of information is being shared every day on social media sites such as Facebook, Twitter or Google+. However, only a small portion of users provide their location information, which can be helpful in targeted advertising and many other services. Current methods in location estimation using social relationships consider social friendship as a simple binary relationship. However, social closeness between users and structure of friends have strong implications on geographic distances. In the first task, we introduce new measures to evaluate the social closeness between users and structure of friends. Then we propose models that use them for location estimation. Compared with the models which take the friend relation as a binary feature, social closeness can help identify which friend of a user is more important and friend structure can help to determine significance level of locations, thus improving the accuracy of the location estimation models. A confidence iteration method is further introduced to improve estimation accuracy and overcome the problem of scarce location information. We evaluate our methods on two different datasets, Twitter and Gowalla. The results show that our model can improve the estimation accuracy by 5% - 20% compared with state-of-the-art friend-based models. In the second task, we also propose a Local Event Discovery and Summarization (LEDS) framework to detect local events from Twitter. Many existing algorithms for event detection focus on larger-scale events and are not sensitive to smaller-scale local events. Most of the local events detected by these methods are major events like important sports, shows, or big natural disasters. In this work, we propose the LEDS framework to detect both bigger and smaller events. LEDS contains three key steps: 1) Detecting possible event related terms by monitoring abnormal distribution in different locations and times; 2) Clustering tweets based on their key terms, time, and location distribution; and 3) Extracting descriptions include time, location, and key sentences of local events from clusters. The model is evaluated on a real-world Twitter dataset with more than 60 million tweets. The analysis of Twitter data can help to predict or explain many real-world phenomena. The relationships among events in the real world can be reflected among the topics on social media. In the third task, we propose the concept of topic association and the associated mining algorithms. Topics with close temporal and spatial relationship may have direct or potential association in the real world. Our goal is to mine such topic associations and show their relationships in different time-region frames. We propose to use the concepts of participation ratio and participation index to measure the closeness among topics and propose a spatiotemporal index to calculate them efficiently. With the topic filtering and the topic combination, we further optimize the mining process and the mining results.

This thesis looked at the influence of the internet and social networks on adolescent's self- identification. It focused on the self-conception and self-evaluation of adolescents and their relationship to social networsk. Initially, we focused on the development of adolescents and their integration into society. We focused on the characteristics of the social networks, their creation and the functions of each of them. We also found what risks internet users might encounter and how to avoid them. The research part of this work was devoted to time spent on social networks, as well as the content that interviewees search for and share. In the context of self-identification and self-conception, the results showed us that boys have a higher self-assessment compared to girls who care most about their appearance.

This Diploma thesis deals with the campaign of the two political parties SPD and Trikolóra on social media networks before regional elections in 2020. It strives to show the form and the differences of the pre election campaign of these two political parties two weeks before the elections on Facebook, YouTube, Twitter and Instagram. The theoretical part shows the way we can classify the political parties with the cleavages, describes the chosen social media platforms and answers why these four specific platforms had been chosen. It narrates the characteristics of the regional elections with the second-order elections theory and defines negative campaign. The practical part of the thesis draws attention to the political situation in the Czech Republic in autumn 2020, because the regional elections were affected by the Covid-19 pandemic. This part describes SPD and Trikolóra, their history, electoral achievements, defines the election program of these two parties and their similarities. The next chapter includes the quantitative analysis of the social media platforms of SPD and Trikolóra which is supplemented by the qualitative analysis describing the content of the posts. The conclusion of the thesis compares the data of the two parties and provides the campaign differences.

It is well-documented that adolescents tend to befriend those who share demographic characteristics like gender. Less clear is how culture connects to these homogeneous relationships. This study examines the effects of gender-typed behavior on adolescent friendships at dyadic and school levels. The friendship network data are drawn from the well-known wave 1 ‘saturation school’ component of the National Longitudinal Study of Adolescent to Adult Health. I show that adolescents tend to befriend those who share similar gender-typed behavior, above and beyond simple demographic affiliation. Also, when students in particular schools exhibit more heterogeneous gender-typed behavior, the expression of gender-typed behavior homophily within schools becomes stronger, whereas gender homophily declines. The results support previous research showing cultural dispositions shape network patterns, but also provides evidence of contextual network formation processes.

This thesis aims to explore the role of social network in the international market for the companies that plan to test their capabilities of social network for enhancement of business. In order to explore such capabilities, LinkedIn, Facebook, twitter and other social networks have been considered as examples, using companies from three different countries France, China and India. The findings highlight the social network contributing the acceleration of internationalization process and cost reduction. The methodology is used for assessing its relevance of moving internationally by the firms and assessment in the initial phase of implementation. However, its relevance is bigger in advanced stage of the implementation process. LinkedIn, Facebook, twitter can be obtained by new firms to obtain several benefits such as brand awareness and exploring new opportunities, customer retention and few other factors. This study results in providing complete knowledge to those companies or new startups that plan to move into international market after being into the business for few years locally.