No description available.

The subject of this Master's thesis is social media and its utilization in tourism marketing. The aim of the thesis is to determine which social media are most useful for tourism marketing and identify effective ways of social media marketing in tourism. The opening chapter deals with the development and current state of the Internet, digital marketing and individual types of social media. The second chapter examines the influence of social media on travelers and trends in social media marketing. The next chapter contains analysis and evaluation a survey among users of social networking sites. The last chapter is dedicated to analysis and comparison of marketing activities of two competitive tour operators on social media. The main findings of the thesis are summarized in its conclusion.

Abstract This thesis focuses on integrating multipurpose public displays with online social networking services. Modern public displays are capable of much more than the early digital billboards used for promoting brand awareness in urban areas. Currently, smaller, interactive displays are proliferating and starting to offer a variety of services for their users. A network of such displays is located in the northern City of Oulu, Finland, for example, where it is used by the general public. As such, it forms a realistic test bed for studying novel public display services in an authentic urban setting. This thesis examines how to leverage online social networking services in creating services for interactive public displays. A key difference to most related research is that the displays simultaneously offer multiple services to their users. The thesis first provides general purpose software components, which together allow creating services that take advantage of online social networking services. These include a distributed user interface framework, a login mechanism for displays that relies on the developed framework, and a social networking service API for public displays, relying on the login mechanism. Then, the thesis presents a number of prototype services that use the developed components. The services are discussed in the contexts of user generated content, public displays for enabling communication between users, and the role of smart phones in enabling these services. The key findings of this thesis illustrate how consuming and producing user generated content directly on public displays provide compelling use cases. Also, while leveraging online social networking services can be useful in supporting casual communication between users, the anonymity of public display users is likely to cause problems in official communications. Mobile phones are found as suitable for enabling the integration of social networking services and public displays by de-anonymizing the users. However, we are still far from a situation in which mobile phones are a natural part of the interface between humans and public displays, and more research and development towards this vision are needed. / Tiivistelmä Tämä väitöskirja keskittyy monikäyttöisten julkisten näyttöjen ja yhteisöpalvelujen yhdistämiseen. Uudenaikaiset julkiset näytöt kykenevät paljon muuhunkin kuin ensimmäiset suuret mainostaulut joilla mainostettiin suuria tavaramerkkejä. Pienemmät, interaktiiviset näytöt yleistyvät ja alkavat tarjoamaan uudenlaisia palveluita. Yksi verkko tällaisia näyttöjä sijaitsee Oulussa, Suomessa, missä se on yhteisön käytössä. Se muodostaa aidon ja totuudenmukaisen testialustan julkisten näyttöjen palveluille aidossa kaupunkiympäristössä. Tämä väitöskirja tutkii Internetin yhteisöpalveluiden käyttämistä interaktiivisten julkisten näyttöjen palveluiden luomisessa. Yksi työn tärkeimmistä eroista olemassaolevaan kirjallisuuten on se, että käytetyt näytöt tarjoavat yhtäaikaa useita palveluita. Väitöskirja esittelee ensin yleiskäyttöisiä ohjelmistokomponentteja, joiden avulla voidaan luoda näytöille palveluita, jotka käyttävät hyväkseen Internetin yhteisöpalveluita. Nämä ovat hajautettu käyttöliittymäratkaisu, sisäänkirjautumismekanismi, mikä rakentuu kehitetyn käyttöliittymäratkaisun varaan sekä yhteisöpalvelurajapinta, mikä taas rakentuu sisäänkirjautumismekanismin varaan. Seuraavaksi väitöskirja esittelee prototyyppipalveluita, mitkä rakentuvat mainittujen komponenttien varaan. Nämä palvelut analysoidaan eri viitekehyksissä: käyttäjien luoma sisältö, julkisten näyttöjen mahdollistama kommunikaatio eri käyttäjien välillä sekä älypuhelinten rooli näiden palveluiden luomisessa. Väitöskirjan löydökset havainnollistavat, kuinka käyttäjien luoma sisältö sekä sen tuottaminen suoraan julkisella näytöllä ovat mieleisiä käyttötapoja. Lisäksi, vaikka yhteisöpalvelujen hyödyntäminen julkisilla näytöillä voikin tukea arkipäiväistä kommunikaatiota käyttäjien välillä, käytön anonymiteetti voi kuitenkin aiheuttaa ongelmia virallisemmassa kommunikaatiossa. Matkapuhelimet todetaan sopiviksi yhteisöpalvelujen ja julkisten näyttöjen yhdistämisessä etenkin käyttäjien tunnistamistuen vuoksi. Olemme kuitenkin vielä kaukana tilanteesta, missä matkapuhelimet ovat osa luonnollista käyttöliittymää ihmisten ja julkisten näyttöjen välillä, ja lisää tutkimusta on tehtävä tämän vision suuntaan.

The diploma thesis Life without Facebook: Experimental study of non-using the social networking site Facebook focuses on non-usage of social networking sites and reflection of the disconnection from it. It aims to map functions that Facebook performs in indiviual and social life of a man, ideas about life without it and the experience of disconnection that was induced under the terms of one week experiment. The aim of the study is to outline what life without Facebook is like, point out possible advantages and disadvantages of it and describe what a person disconnected from social networking site can face both within him or herself and its social surroundings. This diploma thesis aims to contribute to understanding the importace of Facebook in our society as well as offer some paths to reflect its use. In the first theoretical part it offers a description of topics related to social networking sites from the media studies point of view. It briefly describes Facebook itself and the status of it in the Czech Republic. It also submits summary of studies clarifying the usage and non-usage of this social networking site. The second methodological part presents a description of the research which was conducted via experiment, accompanying interview and a short questionnaire. Based on a qualitative analysis of the...

This thesis studies how Liberal Democrat members and supporters use Internet tools to mobilise volunteers within local election campaigns. It also identifies who is most likely to use these tools and who is most likely to perceive that they are useful. Existing studies of the use of Internet tools to mobilise volunteers are limited because they have typically focused upon the Internet-as-a-whole, instead of breaking it down into smaller, more meaningful categories. It is important to study Internet tools individually as they each have different features and some are more deeply integrated into mobilisation practices than others. Therefore, this thesis addresses this limitation by focusing upon three specific Internet tools: Facebook, Twitter and email. It uses data generated from a participant observation, survey and series of semi-structured interviews. Similarly, few studies have been carried out in England or within the context of second order elections. As a result, this thesis explores the perceptions of grassroots activists in relation to English local elections, thus offering a relatively unique perspective upon the link between Internet tools and volunteer mobilisation. The findings confirm that it is beneficial to analyse Internet tools individually because there are significant differences in how they are used, in addition to who uses them and who perceives them to be useful. Email is the most commonly used; it is also perceived to be the most useful for mobilising volunteers and increasing membership. Younger people are more likely to use Facebook and Twitter and to perceive that they are useful tools, whereas older people are less likely to do so. This emphasises the importance of younger supporters, as the party would find it more difficult to reach online audiences without them. This thesis argues that people that become involved as a result of Internet tools are less likely to remain heavily involved over the long-term. For instance, externally elected public officials are less likely to join online or use Internet tools to mobilise volunteers and increase membership. This fits with a wider pattern of engagement amongst party elites and long-term members. It emphasises the importance of using a combination of online and offline tools to mobilise volunteers and increase membership.

Social networking sites (SNSs) nowadays serve as important platforms for users to engage in public affairs. This study applied the O-S-O-R model to examine the relationship between Facebook and public participation in science and the mediating role of users’ scientific knowledge and self-efficacy. Besides, this study examined the relationship mentioned above by utilizing data collected from two different populations - the general public and the users of the Facebook fan page “Pansci.com,” the biggest scientific online group in Taiwan. Based on a total sample size of 1,960, the result showed that scientific use of Facebook increased scientific knowledge only for “Pansci.com” users. Besides, scientific use of Facebook is positively associated with self-efficacy and public participation in science in both samples. It is noteworthy that the effect of scientific use of Facebook on self-efficacy is stronger for “Pansci.com” users but the effect of self-efficacy on public participation in science is stronger for general users. In addition, self-efficacy serves as a significant mediator in the relationship between scientific use of Facebook and public participation in science in both samples.

The main objective of the diploma thesis is to evaluate the Internet activities of mountain resorts in the Giant Mountains and then submit recommendations aimed at improving the marketing on-line communication within these resorts, which can increase the awareness and interest of the public to visit the mountain resorts in the Giant Mountains. Due to the on-line questionnaire survey is then possible to determine the current interest and attendance of each mountain resort based on respondents' answers. Individual goals of the diploma thesis are mainly detailed characteristics of marketing including its on-line form, current forms of marketing communication mix etc.

This thesis deals with the comparison of users' behaviour in virtuality and in reality. The thesis is divided into two interrelated parts. I'm analyzing participants' behavior according to results from our own research in chosen social network. I'm comparing the results with other scientific works and putting them into context with theoretical knowledge. I'm looking for conjunctions with reality, focus on the differences and trying to explain different behaviour of users of social networks. The theoretical part gives a comprehensive overview of the concepts of virtuality, social network and virtual world. It provides an overview of the potential danger lurking in the virtual reality, focusing on children, because for them is virtuality already a natural part of life, and they are also because of their credibility very vulnerable. It also deals with the meaning of the concept of friendship, which has in the virtual world a bit different meaning. It also examines the behaviour of individuals in various situations in a virtual environment and looks for reasons why people change their image, why they behave aggressively, and whether their virtual behaviour influence their behaviour in reality. I'm analyzing the differences between virtual and real communications and the influence of the increasing tendency of using virtual means of communication for real communication.

The main goal of this thesis is to analyze possibilities of social media marketing and its use for the purposes of FIS VŠE. The analysis covers social networking sites and their evolution, including description of current major social networking sites. The marketing potential of social networking sites is analyzed in the second part of general analysis with special attention to specifics of Czech market and use of social networking sites in Czech republic. There was a competitive analysis done as a base for the formulation of social media marketing strategy of FIS VŠE. The competitive analysis compares other Czech technical universities and describes the position of FIS VŠE in comparison with those. Another analysis was made comparing foreign top technical universities to find and describe best practices in social media marketing that could be used in the strategy for FIS VŠE. Findings of both analyses were used in formulation of Social media marketing strategy of FIS VŠE which offers a framework for the work of social media team. The strategy is prepared in a brief form of 6 documents. The basic documents and processes are covered by an interactive tool prepared using Google Spreadsheet. This tool is ready to use by the social media team. Other parts of the strategy cover Rules, Metrics and Content tips. The strategy can be adopted as a whole or used to inspire and adopt only smaller parts.

This thesis deals with the importance of social networks for marketing communications musical bands in the Czech republic. Firstly it deals with basic theoretical knowledge in the field of marketing communications, new media and social networks. Then describe the selected music band - Animé, Holden Caulfield, The Pooh and Republic of Two. Followed by analysis of the individual profiles on social networks selected music bands. Based on interviews do a comparison of views on the use of social networks for marketing communication among musicians and I will also look at the issue of fans through a questionnaire survey. In conclusion I will describe the own proposal how the musical band can promote.