Actualmente, el mercado de retail de ropa en Perú se encuentra en constante crecimiento. Más del 50% de las ventas totales son procedentes de tiendas independientes. Ante la imposibilidad de competir en igualdad de condiciones ante grandes cadenas retail con presupuestos elevados, utilizan herramientas digitales, principalmente en redes sociales, con el fin de ser una marca reconocida en el mercado (incremento de conocimiento de marca) y captar clientes. Entre estas se identifican los comentarios de recomendación o eWOM y aspectos de los Influencers como el contenido generado y la credibilidad, elementos que deben ser aprovechados. El uso adecuado de dichas herramientas ha permitido el crecimiento de varias marcas en el mercado peruano, alcanzando incluso más de cien mil seguidores en sus redes sociales y contando con algunas tiendas físicas o presencia en concept stores. Es importante en el planteamiento de las estrategias comunicacionales y de marketing propias de cada marca identificar los componentes más relevantes de cada una de las variables en mención con el fin de obtener resultados óptimos. Por ello, el presente trabajo de investigación busca relacionar aspectos de los influencers y el eWOM con el brand awareness. / Currently, the clothing retail market in Peru is constantly growing. More than 50% of total sales are from independent stores. Given the impossibility of competing on equal terms with large retail chains with high budgets, they use digital tools, mainly in social networks, in order to be a recognized brand in the market (increased brand awareness) and attract customers. Among these are the comments of recommendation or eWOM and aspects of the Influencers such as the content generated and credibility, elements that should be exploited. The proper use of these tools has allowed the growth of several brands in the Peruvian market, reaching even more than one hundred thousand followers in their social networks and having some stores or presence in concept stores. It is important in the approach of the communication and marketing strategies of each brand to identify the most relevant components of each of the variables mentioned in order to obtain optimal results. Therefore, this research work seeks to relate aspects of influencers and eWOM with brand awareness. / Trabajo de investigación

Hoy en día, hay una creciente demanda del consumo de vino por jóvenes millennials en cuanto a hombres y mujeres de NSE A y B de Lima Metropolitana. Así, a través de distintos autores se da a conocer la relación entre el E-WOM con la intención de compra en jóvenes de 23 a 35 años del segmento mencionado. El incremento de este consumo de vino por jóvenes está generando un cambio con respecto a los volúmenes establecidos anteriormente en Lima Metropolitana en donde, se considera, que esto se da a una nueva tendencia con respecto a los hábitos de consumo y al estilo de vida de los jóvenes. En cuanto a la relación entre comentarios en redes sociales y la intención de compra de vinos, los jóvenes son influenciados sobretodo a los comentarios de calidad que brindan información sobre la característica del sabor y el tipo de vino presentado en la página web o aplicación. Se puede decir que existe una relación con la intención de compra por la credibilidad que le dan ciertas páginas web al ser reconocidas y de prestigio. Si bien estamos en un mundo online, se considera que los jóvenes también forman parte de una influencia actual del mundo offline en cuanto a tiendas boutique y personas conocedoras del rubro las cuales influyen en su compra al momento de adquirir un vino. / Today, there is a big demand for wine consumption by young millennials regarding men and women from socioeconomic level A and B of Metropolitan Lima. Thus, the relationship between the E-WOM and the interactivity with the purchase intent of young people from 21 to 35 years old is made known through different authors. The increase of this wine consumption by young people is generating a change of the volumes previously established in Lima, where, it is considered, that this is given to a new trend by habits consumption and the lifestyle of these millennials. Regarding the relationship between comments on social networks and the purchase intent, young people are influenced above all from quality comments that provide flavor and wine type information shown up on websites or apps. Moreover, we can tell that there is a relationship with purchase because these websites are recognized by important people, giving prestigious to each one of them. Although we are in an online world; it is considered that young people are also part of a current influence of the offline world in terms of physical stores as boutiques and also by people knowledgeable about the wine they are looking for purchase. / Trabajo de investigación

abstract: Theories related to social identity provide insight on how gender may be meaningful in organizations. This dissertation examines how psychosocial outcomes for science, technology, engineering, and mathematics (STEM) faculty are influenced by the proportion of women in productivity, support, and advice networks in gendered academic institutions. Psychosocial outcomes are defined as the psychological and social perspectives of the organizational environment. Gendered aspects in organizations are of theoretical importance because they provide opportunities to investigate how STEM faculty attain psychosocial outcomes. An underlying argument in gender literature is that women, compared to men, are more likely to provide emotional support. As women’s presence in STEM departments increases, STEM faculty are likely to rely on women to provide emotional support which may influence psychosocial outcomes of the work environment. Universities are considered to be gendered organizational environments, where masculine and feminine characteristics are evident within their processes, practices, images, and through distribution of power. Universities are broadly categorized as two types: research focused and teaching focused universities. Both university types are deeply involved with the education of students but promotional standards for faculty members and the primary focus of these universities is dictated by the categorization of research versus teaching. University structuring is gendered, making them an ideal setting to investigate questions related to identity and psychosocial outcomes. Drawing from gendered theory, social identity theory, social network theory, and social capital theory, I ask the following research question: Does the proportion of women in informal networks influence psychosocial outcomes within gendered university settings? To examine how psychosocial outcomes are influenced by informal networks, I use survey data from a 2011 National Science Foundation funded national survey of STEM faculty across universities in the United States (U.S.). I find that psychosocial outcomes vary by university type, faculty gender, and a high proportion of women in three types of academic informal networks. I conclude with a discussion about what the results mean for practice and future research. / Dissertation/Thesis / Doctoral Dissertation Public Administration and Policy 2020

The prevailing political theory of late medieval England established the wealthiest men as the best able to bear the responsibilities of town governance and protect the common good of the community. Examining three middling towns in Greater East Anglia: Colchester, Ipswich, and Great Yarmouth, this study explores the relationship between the ruling elite and other inhabitants of their towns. Although the ruling elite were distinguished through their wealth and power, they were also active members of their community. Not only did they act to protect the economic and political interests of the community, but they were also invested in their local economies and connected to the other members of their community through legal structures and trust networks. Economic and political circumstances, however, impacted the development of these relationships. Great Yarmouth’s reliance on the highly competitive herring industry created a closely connected ruling elite, whose frequent actions together in defense of the town’s common good along with their regulation of the trade to the benefit of their own self-interests solidified their rule. In contrast, Colchester and Ipswich’s reliance on the cloth industry, which expanded in the late Middle Ages, created a number of opportunities for the ruling elite outside the town resulting in a higher turn over within these towns’ ruling elite. Although they acted to protect the jurisdictional boundaries of the town and were connected to other inhabitants of the town through trust networks, these connections were weaker than in Great Yarmouth. Local circumstances are essential to understanding how late medieval towns were governed.

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The study aimed to explore women entrepreneurs’ experiences using social capital to develop their manufacturing businesses. Social capital has apparent benefits for developing women-owned businesses. The manufacturing sector has traditionally been male-dominated globally, therefore to promote inclusivity the need arose to explore the dynamics of social capital and its perceived benefits, to gain an insightful understanding of the value it might hold for both academics and business. Valuable insights were gained on the combination of creating and sustaining relationships, and social networking as influencers that impacts the accumulation of social capital. This research set out to discover the main drivers of social capital, obtain narratives regarding the barriers and enablers in accessing social networks. Deeper understanding was gained on how support structures act as resources to develop women-owned businesses. The study highlighted the need to promote cultural and societal transformation with social capital being a critical component to develop of women’s entrepreneurship. / Mini Dissertation (MBA)--University of Pretoria, 2021. / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

Diploma thesis deals with utilization of social media in marketing communication of selected company. The goal of the thesis is to analyse current state of the situation in this company and consequent proposal of the new plan of marketing communication in field of social media. The teoretical part of the thesis is summarising the theory of the marketing and communication mix and also marketing communication in B2B environment. Analytical part of the thesis is dealing with analysis of the communication mix of selected company with particular effort to discuss of the content which is shared by this company and its main competitors in various social platforms The final part of the thesis is containing proposal of the new marketing communication strategy of the selected company based on the analysis of the current state. The potential benefits of the proposed strategy are discussed together with the analysis of its cost.

Magister Commercii - MCom / Inequality in South Africa has long been recognised as one of the most salient features of our society. Despite many efforts by the government to reduce inequality since our democratic transition in 1994, progress has been limited. The historic patterns of accumulation and economic concentration have continued to feed into South Africa’s patterns of uneven and combined development. Moreover, financial markets in many countries are undeniably incomplete, segmented, and inefficient. This is largely attributed by high transaction costs for both institutions and clients as well as biases against certain parts of the market. Therefore, people will continue to transact outside the formal financial system if they lack easy access and use of formal financial institutions. Private resources are often used in formal areas that provide better access and higher return on investment for private institutions. As a result, the development of the poorest areas remains relatively neglected.

The purpose of this research was to investigate educator participation in edchats. The research questions addressed were the following: 1. What does an edchat network look like in terms of followership and edchat interactions? 2. What are the different modes of participation in an edchat? 3. What is the ethos of an edchat? 4. How are edchats organized by educators and edchats organized by companies similar to and different from each other? To address these questions, tweet data from 10 edchats was collected and analyzed using a mixed methods approach. Across edchats, social network structures were consistent with the Tight Crowd network structure often found in Twitter learning communities, and members frequently interacted with each other, with several having ties extending beyond a single edchat. Twitter users participated in edchats as moderators and participants through several different modes by tweeting, retweeting, and sharing links and media. Although most participants only tweeted once, a smaller group of participants was especially active. Edchat questions received multiple responses, providing the community with diverse answers to review and if desired, discuss further. Across edchats, communities displayed an ethos of professionality, support, and fun without signs of the hostility known to plague Twitter. Although edchats shared a similar discussion structure and spirit of support and positivity, edchats organized by teachers tended to focus on classroom practice in greater detail than company-organized edchats. Distinguishing a teacher-organized edchat from a company-organized edchat was often complicated due to the presence of companies in teacher-organized spaces as well as an individual’s ability to profit from their social media influence through self-promotion or as a product ambassador. Edchats could provide an additional means of supporting educators by facilitating connection with a community of peers who can provide just-in-time support; however, their quality varies and much depends on the participant, highlighting the need for additional research to develop best practices for structuring and participating in edchats, especially to combat the risk of stealth advertising in these spaces.

The purpose of this research was to study the influence of strong and weak social network ties on the phenomenon of bullying by examining the social ties leading to, or preventing bullying. Social ties were examined in relation to bullying, to establish the risk and protective factors associated with the structures of existing social networks. The study answered the research question: How does the strength of social ties relate to the phenomenon of bullying experienced by Grade 4 learners in a school environment? The secondary research questions addressed by the study were: What types of social ties are prevalent in bullies' and victims' networks? How do social ties act as protective factors when regarding bullying for the Grade 4 victims and bullies? How do social ties act as risk factors when regarding bullying for the Grade 4 victims and bullies? Social capital theory formed the basis of the theoretical framework. This study made use of an interpretivist paradigm, and employed a qualitative approach. This study was conducted using an exploratory, embedded case study design. One-on-one, semi-structured interviews, observations and reflexive journal were used to gather data. The data was analysed using thematic content analysis. Bullies were found to have more weak network ties than victims. Weak ties are largely necessary for the exchange of resources across networks, leading to greater diversity and variety of information, thus increasing access to social capital. Future research recommendations included a mixed-methods study, as well as an examination of the longevity of bullying and social network status. Recommendations included interventions aimed at reducing the incidences of bullying through addressing unrealised assets within social networks, and the wider social context, alongside teacher training. / Dissertation (MEd)--University of Pretoria, 2016. / Educational Psychology / MEd / Unrestricted