Pakistani women in the UK have high levels of mental illness, alongside low levels of outpatient mental health service use, compared with women of other ethnic groups. Further, previous studies have suggested that Pakistani women have particularly low levels of social support, and high levels of social isolation which may reduce their chances of coming into contact with mental health services. However, to date, there has been little empirical evidence to support this. This thesis investigated the mental health service use, social networks' structure and function, and the relationship between the two, for Pakistani women compared with women of other ethnic groups. This was done using a systematic review of the relevant literature, and statistical modelling using two large nationally representative datasets from the UK. The first dataset, Understanding Society, was used to formulate latent classes of support networks, subsequently used in regression models to compare the support available in Pakistani women's networks with women of other ethnic groups. The second dataset, Ethnic Minority Psychiatric Illness Rates in the Community (EMPIRIC), was used to ascertain the influence of social networks (perceived social support, contact with relatives and friends, network composition, and size) on the use of outpatient mental health services, using logistic regression modelling. These data were also used to build a structural equation model to test the direct and indirect effects of social networks on outpatient mental health service usage, via their impact on mental illness. Pakistani women (along with Bangladeshi women) had the lowest rate of mental health service use, compared with women in other ethnic groups. Further Pakistani women were more likely to be socially isolated than White majority women, but there were largely no differences between Pakistani women and other ethnic minority women in the structure and function of social networks. Finally, there was evidence to suggest that social networks indirectly reduced mental health service use via their impact on mental illness. There were only small ethnic differences in the indirect effect of social networks on mental health service use, and these differences did not explain Pakistani women's under-use of mental health services.

关于信任和社会资本的现有文献中存在着以下几点不足有待改进。第一，有关信任格局及比较不同信任类型差异的研究方法有待完善。第二，对信任（尤其是普遍信任）是否存在地区差异的学术研究还很欠缺。第三，在当前关于信任的影响因素研究中，尤其是关于社会资本是否会影响信任的研究中，存在着社会资本概念模糊导致社会资本与信任关系不清的问题。社会资本与信任之间是线性关系还是曲线关系也有待理清。第四，社会资本与普遍信任的关系是否受到制度性结构资源的调节仍然是研究的空白点。 / 为了填补以上现有文献中的不足，本研究引入新的数据分析方法考察中国城镇居民信任的构成以及比较各个信任类型的程度差异，并在总结了相关信任和社会资本理论的基础上，主张“资源（包括信息）影响信任的观点，从“网络资源观出发，分析两个维度的社会资本对普遍信任的影响及效用差异，以及制度性结构资源对此影响的调节作用。 / 本研究发现中国城镇居民的信任呈现“差序格局。具体来说，中国城镇居民对自然人群体的信任低于对制度群体的信任，人际信任内部有非常明显的差异，个体对家人的信任远远高于其他自然人，而制度信任内部则差异较小。另外，本研究发现普遍信任存在地区差异，具体表现为南方城镇居民高于北方城镇居民；东部高于中部，而西部最低。 / 本研究还采用社会资本的多维度视角，将社会资本划分为讨论网社会资本和拜年网社会资本两类。数据显示中国城镇居民的讨论网社会资本（以定名法测量）呈现出相对规模大、资源丰富、密度高以及异质性强等特点。拜年网社会资本（以定位法测量）则具有亲属人数多、成员互动多、职业规模小、资源总量偏低等特点。总体来看，大部分人的拜年网络资源并不丰富，并且资源的占有存在等级性和有限性。 / 就社会资本和普遍信任之间的关系看，本研究发现社会资本对普遍信任存在显著影响。具体地说，讨论网社会资本对普遍信任带来负面影响，而拜年网社会资本则正面地影响中国城镇居民的普遍信任。总的来说，社会资本的增加有助于提高信任水平，并且这种增加符合边际效用曲线。最后，本研究验证了社会资本对普遍信任的影响会受到一些制度性结构资源因素（籍、房产、工作场所）的调节。 / 本研究的相关结论有助于更为清楚、明确地了解中国当前各信任种类的程度差异，更好地把握和了解民众的社会行动，为决策者在改进社会制度方面的政策制定上提供参考。对普遍信任的地区差异的考察为相关的政策在监管不同区域的经济和社会行为时提供了可行性的指导。对两类不同维度的社会资本的效用比较更清楚地解构了社会资本在信任生成上的差异，对了解中国本土的社会关系网络提供了新的视角，方便行动者更为理性地认识自身信任产生的缘由，合理地调整和建构自身能够动用的资源以实现行为目的。有关结构性资源的调节作用分析，有助于更全面地认识社会资本和信任、个体和结构的关系。 / There are several gaps in the existing literature on trust and social capital. First, the methods of analyzing the trust structure and comparing different types of trust need to be improved. Second, few studies have explored the regional difference of trust, especially generalized trust, although China has dramatic diversities geographically, culturally and economically. Third, it still hasn’t been convincingly explored that whether there is a relationship, if any, linear or nonlinear, between social capital and trust in the literature. Fourth, it is still unknown that whether the institutional resources will condition the relationship between social capital and trust. / In order to fill these gaps, this research applies a new data analyzing method to study the trust structure in urban China, and compare the differences among its components. This research also carefully scrutinizes different trust theories and social capital theories, advocates the resource view of social capital, and proposes that social capital measured in two different dimensions will affect the level of generalized trust, conditioned by several institutional resources. / The results show that Chaxugeju does exist in the respondents’ trust in natural persons. Specifically, the trust placed in natural persons is lower than in institutions. Chaxugeju is more remarkable in interpersonal trust than in institutional trust. In terms of regional variations, the respondents in Southern China show higher level of generalized trust than their counterparts in Northern China. In addition, the rank-order from high to low in the level of generalized trust is the East, the Middle, and the West. / In this study, the concept of social capital is measured from two dimensions. One is social capital embedded in discussion network (by the name generator), the other is social capital embedded in New Year greeting network (by the position generator). The data show that the urban residents’ discussion networks are relatively large, resourceful, dense and highly heterogeneous. On the other hand, the New Year greeting networks have the following features: containing more relatives, more interaction among members, smaller size, and less embedded yet unequally distributed resources. / The results confirm the hypothesis that social capital affects the generalized trust. Specifically, social capital embedded in discussion network negatively affects trust while social capital embedded in New Year greeting network positively influences trust. Overall, social capital has positive impact on the generalized trust in a nonlinear way. Finally, the results confirm that the relationship between social capital and trust is contingent on several institutional factors like Hukou, housing, and Danwei. / The results are not only meaningful academically; they also help understand current China and help shape the policy making in relevant fields. It gives clearer and more definite description on differences among types of trust in current urban China, which shed lights on the mechanisms behind social actions taken by citizens, and provides references for improving social policy. The findings on regional differences of generalized trust permit local government to adopt different policies to supervise economy and social action regionally, instead of using unified standard. The decomposition of social capital into two dimensional social capital provides a new perspective to understand social network in China. Such understanding makes agents construct and utilize their resources efficiently to fulfill their action purposes. Finally, the analysis on moderating effects of structural resources draws a clearer and more complete picture on the relation between social capital and trust and on the relation between individual resources and institutional structures. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / 鄒宇春. / "2013年3月" / "2013 nian 3 yue" / Thesis (Ph.D.)--Chinese University of Hong Kong, 2013. / Includes bibliographical references (leaves 199-206). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstract in Chinese and English. / Zou Yuchun. / Chapter 第一章 --- 导论 --- p.1 / Chapter 一、 --- 研究缘起 --- p.1 / Chapter 二、 --- 理论背景 --- p.1 / Chapter 三、 --- 研究问题与贡献 --- p.3 / Chapter 四、 --- 论文的章节安排 --- p.5 / Chapter 第二章 --- 文献回顾 --- p.7 / Chapter 一、 --- 信任理论与经验研究 --- p.7 / Chapter （一） --- 信任及其差异的比较研究 --- p.7 / Chapter （二） --- 影响信任生成的因素与机制 --- p.15 / Chapter （三） --- 有关信任生成机制的一个讨论：传统视角 vs. 网络视角 --- p.20 / Chapter （四） --- 普遍信任的重要性及生成机制 --- p.22 / Chapter 二、 --- 社会资本 --- p.24 / Chapter （一） --- 概念厘清 --- p.24 / Chapter （二） --- 理论介绍 --- p.26 / Chapter （三） --- 测量理念 --- p.29 / Chapter （四） --- 指标设置 --- p.30 / Chapter （五） --- 社会资本的回报 --- p.31 / Chapter 三、 --- 社会资本与普遍信任 --- p.33 / Chapter （一） --- 信任不等于社会资本 --- p.33 / Chapter （二） --- 社会资本对普遍信任的作用机制 --- p.34 / Chapter （三） --- 多维度理论 --- p.35 / Chapter 四、 --- 社会资本效用空间理论：结构资源的调节作用 --- p.37 / Chapter （一） --- 戶口 --- p.38 / Chapter （二） --- 住房 --- p.39 / Chapter （三） --- 工作场所 --- p.40 / Chapter 第三章 --- 研究构架与方法 --- p.42 / Chapter 一、 --- 研究架构 --- p.42 / Chapter 二、 --- 研究假设 --- p.43 / Chapter 三、 --- 数据，变量和分析模型 --- p.53 / Chapter （一） --- 数据 --- p.53 / Chapter （二） --- 变量和分析模型 --- p.54 / Chapter 第四章 --- 信任的差序格局与地区差异 --- p.68 / Chapter 一、 --- 引言 --- p.68 / Chapter 二、 --- 子信任类型的基本情况 --- p.69 / Chapter （一） --- 对家人的信任 --- p.69 / Chapter （二） --- 对邻居的信任 --- p.70 / Chapter （三） --- 对外地人的信任 --- p.71 / Chapter （四） --- 对陌生人的信任 --- p.71 / Chapter （五） --- 对居委干部的信任 --- p.72 / Chapter （六） --- 对政府的信任 --- p.74 / Chapter （七） --- 对警察的信任 --- p.74 / Chapter （八） --- 对医生的信任 --- p.75 / Chapter （九） --- 对国内广播电视报刊新闻的信任 --- p.76 / Chapter （十） --- 对法院/法官的信任 --- p.77 / Chapter （十一） --- 对科学家的信任 --- p.77 / Chapter （十二） --- 对商人的信任 --- p.78 / Chapter （十三） --- 小结 --- p.78 / Chapter 三、 --- 子信任类型的差异比较 --- p.80 / Chapter （一） --- 十二类信任类型的差异比较 --- p.80 / Chapter （二） --- 自然人信任与制度信任差异比较 --- p.81 / Chapter （三） --- 自然人内部的信任差异比较 --- p.81 / Chapter （四） --- 制度代表内部的信任差异比较 --- p.82 / Chapter （五） --- 小结 --- p.83 / Chapter 四、 --- 普遍信任的地区差异 --- p.84 / Chapter （一） --- 基本情况 --- p.84 / Chapter （二） --- 差异验证 --- p.85 / Chapter （三） --- 小结 --- p.86 / Chapter 五、 --- 普遍信任与木桶理论 --- p.89 / Chapter 第五章 --- 城镇居民的社会资本分析 --- p.90 / Chapter 一、 --- 引言 --- p.90 / Chapter 二、 --- 讨论网社会资本 --- p.90 / Chapter （一） --- 基本情况 --- p.91 / Chapter （二） --- 个人特征上的差异 --- p.95 / Chapter 三、 --- 拜年网社会资本 --- p.98 / Chapter （一） --- 基本情况 --- p.98 / Chapter （二） --- 个人特征上的差异 --- p.102 / Chapter 四、 --- 小结 --- p.105 / Chapter （一） --- 讨论网社会资本的指标情况 --- p.106 / Chapter （二） --- 拜年网社会资本的指标情况 --- p.107 / Chapter （三） --- 个体社会资本：一个“小世界 --- p.108 / Chapter （四） --- 数据之外：辩证地看待两个社会资本维度 --- p.111 / Chapter 第六章 --- 社会资本对普遍信任的影响 --- p.114 / Chapter 一、 --- 引言 --- p.114 / Chapter 二、 --- 社会资本的曲线效用 --- p.114 / Chapter （一） --- 两个维度社会资本对普遍信任存在显著影响 --- p.115 / Chapter （二） --- 社会资本的曲线效用 --- p.116 / Chapter （三） --- 两类资本的曲线效用比较 --- p.118 / Chapter （四） --- 个人特征变量的作用 --- p.119 / Chapter 三、 --- 结构资源的调节作用 --- p.121 / Chapter （一） --- 口资源 --- p.122 / Chapter （二） --- 住房资源 --- p.125 / Chapter （三） --- 工作场所资源 --- p.126 / Chapter （四） --- 小结 --- p.130 / Chapter （五） --- 社会资本效用的“鲁棒性 --- p.132 / Chapter 第七章 --- 结论、贡献与反思 --- p.134 / Chapter 一、 --- 结论 --- p.134 / Chapter 二、 --- 贡献 --- p.136 / Chapter 三、 --- 反思 --- p.137 / Chapter （一） --- 社会资本与普遍信任的因果关系 --- p.137 / Chapter （二） --- 地方性数据和缺省值处理 --- p.138 / Chapter （三） --- 公共资源和个体资源 --- p.138 / Chapter （四） --- 社会资本的维度 --- p.138 / Chapter （五） --- 社会资本里的信息 --- p.139 / Chapter 图2.1 --- 影响信任的主要因素图谱 --- p.140 / Chapter 图2.2 --- 结构性位置的相对优势和社会资源分布 --- p.141 / Chapter 图2.3 --- 网络资源观下的社会资本指标示意图 --- p.142 / Chapter 图3.1 --- 研究分析框架 --- p.143 / Chapter 图4.1 --- 各省市城镇居民普遍信任分布情况图 --- p.144 / Chapter 表3.1 --- 数据转换示例 --- p.145 / Chapter 表3.2 --- 不同职业的声望分数与权力分数 --- p.146 / Chapter 表4.1.1 --- 中国大城市社会网与求职调查（JSNET2009）原始数据的样本情况 --- p.147 / Chapter 表4.1.2 --- 个人特征与对家人信任度的相关分析 --- p.148 / Chapter 表4.1.3 --- 个人特征与对邻居信任度的相关分析 --- p.149 / Chapter 表4.1.4 --- 个人特征与对外地人信任度的相关分析 --- p.150 / Chapter 表4.1.5 --- 个人特征与对陌生人信任度的相关分析 --- p.151 / Chapter 表4.1.6 --- 个人特征与对居委干部信任度的相关分析 --- p.152 / Chapter 表4.1.7 --- 个人特征与对政府信任度的相关分析 --- p.153 / Chapter 表4.1.8 --- 个人特征与对警察信任度的相关分析 --- p.154 / Chapter 表4.1.9 --- 个人特征与对医生信任度的相关分析 --- p.155 / Chapter 表4.1.10 --- 个人特征与对新闻信任度的相关分析 --- p.156 / Chapter 表4.1.11 --- 个人特征与对法院/法官信任度的相关分析 --- p.157 / Chapter 表4.1.12 --- 个人特征与对科学家信任度的相关分析 --- p.158 / Chapter 表4.1.13 --- 个人特征与对商人信任度的相关分析 --- p.159 / Chapter 表4.2.1 --- 信任的格局以及两群体信任的对比分析 --- p.160 / Chapter 表4.2.2 --- 自然人及制度信任的等级逻辑斯特回归分析 --- p.161 / Chapter 表4.2.3 --- 自然人信任的等级逻辑斯特回归分析 --- p.162 / Chapter 表4.2.4 --- 制度信任的等级逻辑斯特回归分析 --- p.163 / Chapter 表4.3.1 --- 各省市城镇居民普遍信任的排序情况 --- p.164 / Chapter 表4.3.2 --- 城镇居民普遍信任地域差异的逻辑斯特回归分析 --- p.165 / Chapter 表4.4.1 --- 城镇居民普遍信任的逻辑斯特回归分析（年龄分组） --- p.166 / Chapter 表5.1.1 --- 讨论网社会资本的指标描述 --- p.167 / Chapter 表5.1.2 --- 讨论网规模与比较 --- p.168 / Chapter 表5.1.3 --- 讨论网亲属人数与比较 --- p.169 / Chapter 表5.1.4 --- 讨论网非亲属人数与比较 --- p.170 / Chapter 表5.1.5 --- 讨论网密度与比较 --- p.171 / Chapter 表5.1.6 --- 年龄异质性与比较 --- p.172 / Chapter 表5.1.7 --- 教育异质性与比较 --- p.173 / Chapter 表5.1.8 --- 性别异质性与比较 --- p.173 / Chapter 表5.1.9 --- 讨论网关系类型的国家比较 --- p.174 / Chapter 表5.1.10 --- 讨论网关系类型的城市比较 --- p.175 / Chapter 表5.2.1 --- 各项个人特征对讨论网规模的负二项模型分析 --- p.176 / Chapter 表5.2.2 --- 各项个人特征对讨论网指标的回归分析 --- p.177 / Chapter 表5.3.1 --- 拜年网社会资本的指标概况 --- p.178 / Chapter 表5.3.2 --- 拜年网内各个职业的比例情况 --- p.179 / Chapter 表5.4.1 --- 各项个人特征对拜年规模的负二项模型分析 --- p.180 / Chapter 表5.4.2 --- 各项个人特征对拜年网指标的回归分析 --- p.181 / Chapter 表5.4.3 --- 各项个人特征对拜年网纽带指标的逻辑斯特回归分析 --- p.182 / Chapter 表6.1.1 --- 中国综合调查2003（CGSS2003）样本情况 --- p.183 / Chapter 表6.1.2 --- 两维度社会资本因子对普遍信任的逻辑斯特回归分析 --- p.184 / Chapter 表6.1.3 --- 社会资本二次项对普遍信任的逻辑斯特回归分析 --- p.185 / Chapter 表6.1.4 --- 两维度社会资本因子自然对数对普遍信任的逻辑斯特回归分析 --- p.186 / Chapter 表6.2.1 --- 家庭成员口迁移次数对讨论网社会资本与普遍信任关系的调节作用 --- p.187 / Chapter 表6.2.2 --- 家庭成员口迁移次数对拜年网社会资本与普遍信任关系的调节作用 --- p.188 / Chapter 表6.2.3 --- 家庭成员“农转非对讨论网社会资本与普遍信任关系的调节作用 --- p.189 / Chapter 表6.2.4 --- 家庭成员“农转非对拜年网社会资本与普遍信任关系的调节作用 --- p.190 / Chapter 表6.2.5 --- 房产资源对讨论网社会资本与普遍信任关系的调节作用 --- p.191 / Chapter 表6.2.6 --- 房产资源对拜年网社会资本与普遍信任关系的调节作用 --- p.192 / Chapter 表6.2.7 --- 工作场所性质对讨论网社会资本与普遍信任关系的调节作用 --- p.193 / Chapter 表6.2.8 --- 工作场所性质对拜年网社会资本与普遍信任关系的调节作用 --- p.194 / Chapter 表6.2.9 --- 主管/挂靠部门行政级别对讨论网社会资本与普遍信任关系的调节作用 --- p.195 / Chapter 表6.2.10 --- 主管/挂靠部门行政级别对拜年网社会资本与普遍信任关系的调节作用 --- p.196 / Chapter 表7.1 --- 假设验证情况 --- p.197 / Chapter 续表7.1 --- 假设验证情况 --- p.198 / 参考文献 --- p.199

By making use of the virtual community, older netizens can accumulate and maintain their social capital in various ways: namely, improving their self-identities through online collective problem-solving; developing collective identification with the community through sharing collective memories with their peers online; exchanging intellectual capital for social resources offline during their social engagement; providing emotional support to their net friends; and increasing the density of their networks of social relationships through interacting with their net friends both online and offline. / Data collection is mainly based on ethnographic work, including online and offline participant observation between September 2008 and July 2009. The data collection was later supplemented with semi-structured in-depth interview (on 37 OldKids members) and textual analysis. When analyzing how the virtual community interacts with older netizens' social capital, the study introduces a theoretical framework that, illustrates the acquisition of social capital on its cognitive, behavioral, structural and relational dimensions. / Existing literature reveals that netizens augment their social capital upon joining social networking sites. But most studies focus on analyzing youth behaviors, neglecting older adults, who are often labeled as laggards in taking up new technologies. Because social capita is a resource which can be mobilized to provide network-mediated benefits beyond the immediate family; it is especially important for disadvantaged groups (i.e. older generation) who lack social support. In Chinese society, older adults' social capital shrinks dramatically after their retirement; therefore it is of practical significance for this study to explore how virtual communities provide older people with opportunities to regain and enhance social capital. / This study also reveals that the online roles and social status of the older netizens, together with the external social context of OldKids website, influence how the virtual community influence social capital. In other words, social capital does not distribute evenly among virtual community members. The netizen who takes on more active and responsible roles can accrue more social capital than other members. / This study reveals that OldKids virtual community and its offline communities (OldKids club and OldKids salons) act as platforms and at the same time are driving forces for the older netizens to develop their social capital: it provides them access to cyberspace through encouraging knowledge sharing online and designing offline computer training for the elderly; it encourages its members to shape collective memory through organizing ritual-like online and offline activities; it facilitates members' social engagements by obtaining resources from local government and traditional media; finally, it promotes the flow and exchange of members' social capital resources between online and offline communities. / Under the background of worldwide aged tendency of population, this thesis explores how virtual communities provide social resources to disadvantaged groups. Using the OldKids website (headquartered in Shanghai, China) as a case study, the research investigates how this virtual community assists its members to mobilize social capital, a valuable productive resource inheres in social relations. / 吳歡. / Adviser: Anthony Y. H. Fung. / Source: Dissertation Abstracts International, Volume: 73-01, Section: A, page: . / Thesis (Ph.D.)--Chinese University of Hong Kong, 2010. / Includes bibliographical references (p. 287-301). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. [Ann Arbor, MI] : ProQuest Information and Learning, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstracts in Chinese and English, partial text includes English translation. / Wu Huan.

This thesis is about how complex change processes requiring collective action happen. Its concern is with connecting the technicalities of change (doing X to influence Y) to the human factors that move people to act. It draws learning from the efforts of a diverse group of volunteers and residents to protect a water ecosystem on a disasterstricken island in the Philippines. It analyses the relational structures and wellbeing dynamics of people's interactions to bring new insights into the interpersonal experiences that mobilise and sustain collective endeavours. Despite long-standing interest in the psychology of individual motivation and group dynamics, the integration of these fields to consider the role of motivation in rewarding and adaptive interpersonal interactions is a very recent focus (O'Hara & Rutsch, 2013; Weinstein, 2014). The way individuals approach one another – and the emotional effects of interpersonal interactions on motivation – is not recognised in rational and cognitive conceptualisations of collective action (Hoggett, 2000) in social-ecological systems (Head, 2016; Anderson, 2017). To address this gap, the research is concerned with the existence of social networks, their wellbeing qualities and the interplays which contextualise collective action. The core questions driving this research are: * How are networks for collective action built and strengthened? * Which network experiences motivate individuals while building their momentum as a collective? * What qualities sustain a network of people? Looking at how volunteering works, when it works, the study examines the social networks of volunteers and the patterns of wellbeing created through network interactions, tracing what possibilities relational structures and the wellbeing dynamics they amplify create for social-ecological systems change. To accomplish an examination of ‘relationships for change', I use a participatory methodology informed by system and complexity concepts to illuminate interrelationships between context, experiences and relationships, which helped me and co-participants to understand and build from what works. To accomplish an analysis of the data generated, I integrate two fields of research: social networks with human wellbeing to understand collective action. I also integrate research from natural resource management and volunteering to situate an examination of collective action in a real-world context. Both the data collection and sense-making processes are anchored in a belief that human development and the challenges that stand in its way – climate change, inequality and poverty – are inherently complex phenomena (Ramalingam et al., 2008; Apgar et al., 2009; Marks, 2011; Bellagio Initiative, 2012; Ramalingam, 2013) requiring that we increase our capacity to work with this complexity rather than simplify the way things are (O'Hara & Lyon, 2014).

Orientador: Francisco Rolfsen Belda / Banca: Denis Porto Reno / Banca: Élvio Gilberto da Silva / Resumo: Este trabalho apresenta o processo de planejamento de uma rede social para o nicho da gastronomia, convergente com programas de TV, sites especializados e outras mídias sociais, a partir dda adoção da metodologia ágil para desenvolvimento de software Scrum. Como justificativa do trabalho, são apresentados dados sobre a valorização de temas gastronômicos no cenário contemporâneo, e sobre as tendências de uso de redes sociais no Brasil. Para a definição do escopo do projeto e das funcionalidades do produto, foram analisados programas de TV, sites especializados e canais de mídias sociais que tratam do tema. Como resultados, o trabalho apresenta o modelo de negócios concebido para o produto, um roadmap cronológico que define versões para seu lançamento no mercadoe um protótipo que demonstra o conceito e algumas funcionalidades dessa rede social. / Abstract: This research presents the planning process of a niche social network about gastronomy convergent with TV shows, specialized sites and other social media, with the adoption of agile software development Scrum. As justification, presents data about the importance of gastronomic themes in the contemporary scene and on social networking usage trends in Brazil. To define the project scope and product features. TV programs, specialized websites and social media channels about the theme are analyzed. As results, presents the business model designed for the product, a chronological roadmap that defines versions to-market and a prototype that demostrates the concept and some features of the social network / Mestre

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The main objective of this thesis is to evaluate activities of the bar U stare studny on social networks and to suggest steps that will enable management to achieve success mainly on Facebook, but also on other networks such as Twitter and Foursquare. The bar is currently using social networks in a very limited way and in this work I would like to contribute to better understanding of the problem and also show the way, which should their online activities take. The theoretical part deals with the social graph, which is later linked to the modern online social networks. The practical part contains steps that aim to improve the marketing campaigns primarily on Facebook, but also on Twitter and Foursquare.

The thesis deals in the first part with the definition of social networks, their historical development and the basic principles of the operation. The content of the second part is focused on the benefits and risks connected to the usage of the social networks and contains the analysis of trends in the marketing practice. The next part is devoted to the most used social networks and describes their functional elements, which can be used by the companies to achieve their marketing objectives. The practical part of this thesis begins with the introduction of the company IBM, their marketing strategy and evaluation of the activities within social networks. The main objective of this thesis is to propose steps that will help IBM to avoid the mistakes which are currently being made. These steps include mainly the layout design and the usage of the most frequently used functionalities to allow more effective utilization of the social networks in marketing strategy. Although is Facebook the key element for the application of the proposed steps, the attention is also devoted to Twitter and the newly established social network called Google+.

The thesis is about internet marketing tools and their possible usage, shown on exact example from internet shop Minibike-shop.cz. The thesis is divided in three logical parts, which are built on each other. There are theoretically described tools in the first part, which can be used for an online promotion of the shop. The individual tools describe their advantages and possibilities of usage, which can result in improvement of business competitiveness. The fourth chapter of the thesis is completely devoted to social networks in Czech Republic and possibilities, which are offered by these networks to businesses. One of the chapters of the theoretical part of the thesis is a chapter devoted to indicators, which will help us measuring company's marketing success. Second part of the thesis is focused on a chosen shop analysis and its competitors according to the theoretical assumptions set up in first part of the thesis. Web pages audit of the individual shops is completed on the top of that, resulting in showing lack of their qualities. Third part of the thesis is devoted to a strategy proposal, which is based on shortages found out in the analyst part. Aim of the strategy is to eliminate detected mistakes and also gain competitive advantage. The thesis is ended by conclusion, which is devoted to the thesis summary and evaluation of the set goals. The main benefit of the thesis is the competitive analysis completed for the internet shop Minibike-shop.cz. and the proposed strategy on company's marketing growth. The strategy will manage to increase an amount of visitors and their satisfaction, resulting in an increase of the company's profit.

Title: Utilization of Facebook in studio Arven's marketing Objectives: The aim of this work is to create a facebook fan page for Power Plate studio Arven in Čelákovice. The facebook fan page was created on the basis of survey. Then the effectiveness of the page was evaluated. Methods: In this work have been taken both quantitative and qualitative methods. The quantitative method was applied in survey among existing clients of studio Arven and facebook fans of fitness clubs. Qualitative method was used during structured interviews. The facebook page was monitored. Results: It was found that the facebook page serves as a presentation for companies. However, fans of the facebook pages do not follow the pages very often. It was also found that is very difficult to bring new clients to the studio thanks to Facebook. Keywords: marketing, marketing communications, social networks, Facebook