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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
61

Modelo para reconstru??o 3D de cenas baseado em imagens

Marro, Alessandro Assi 22 December 2014 (has links)
Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2016-03-02T22:51:52Z No. of bitstreams: 1 AlessandroAssiMarro_DISSERT.pdf: 1160027 bytes, checksum: dd5a92d0199f985c348be6a11b25208b (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2016-03-03T23:41:10Z (GMT) No. of bitstreams: 1 AlessandroAssiMarro_DISSERT.pdf: 1160027 bytes, checksum: dd5a92d0199f985c348be6a11b25208b (MD5) / Made available in DSpace on 2016-03-03T23:41:10Z (GMT). No. of bitstreams: 1 AlessandroAssiMarro_DISSERT.pdf: 1160027 bytes, checksum: dd5a92d0199f985c348be6a11b25208b (MD5) Previous issue date: 2014-12-22 / Reconstru??o 3D ? o processo pelo qual se faz poss?vel a obten??o de um modelo gr?- fico detalhado em tr?s dimens?es de alguma cena objetivada. Para a obten??o do modelo gr?fico que detalha a cena, faz-se uso de sequ?ncias de imagens que a fotografam, assim ? poss?vel adquirir de forma automatizada informa??es sobre a profundidade de pontos caracter?sticos, ou como comumente chamados, features. Esses pontos s?o portanto destacados utilizando-se alguma t?cnica computacional sobre as imagens que comp?em o dataset utilizado. Utilizando pontos caracter?sticos SURF (Speeded-Up Robust Features) este trabalho procura propor um modelo para obten??o de informa??es 3D sobre pontos principais detectados pelo sistema. Ao termino da aplica??o do sistema proposto sobre sequ?ncias de imagens ? objetivada a aquisi??o de tr?s importantes informa??es: a posi- ??o 3D dos pontos caracter?sticos; as matrizes de rota??o e transla??o relativas entre as imagens; o estudo que relaciona a baseline entre as imagens adjacentes e o erro de precis?o do ponto 3D encontrado. Resultados de implementa??es s?o mostrados indicando resultados consistentes. O sistema proposto tamb?m segue restri??es de Software livre, o que ? uma contribui??o significativa para esta ?rea de aplica??o. / 3D Reconstruction is the process used to obtain a detailed graphical model in three dimensions that represents some real objectified scene. This process uses sequences of images taken from the scene, so it can automatically extract the information about the depth of feature points. These points are then highlighted using some computational technique on the images that compose the used dataset. Using SURF feature points this work propose a model for obtaining depth information of feature points detected by the system. At the ending, the proposed system extract three important information from the images dataset: the 3D position for feature points; relative rotation and translation matrices between images; the realtion between the baseline for adjacent images and the 3D point accuracy error found.
62

Multifoveamento em multirresolu??o com f?veas m?veis

Medeiros, Petr?cio Ricardo Tavares de 20 July 2016 (has links)
Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-03-14T21:32:46Z No. of bitstreams: 1 PetrucioRicardoTavaresDeMedeiros_DISSERT.pdf: 5937912 bytes, checksum: c98c0e639d8348140e2635081d9744f4 (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2017-03-15T22:29:35Z (GMT) No. of bitstreams: 1 PetrucioRicardoTavaresDeMedeiros_DISSERT.pdf: 5937912 bytes, checksum: c98c0e639d8348140e2635081d9744f4 (MD5) / Made available in DSpace on 2017-03-15T22:29:35Z (GMT). No. of bitstreams: 1 PetrucioRicardoTavaresDeMedeiros_DISSERT.pdf: 5937912 bytes, checksum: c98c0e639d8348140e2635081d9744f4 (MD5) Previous issue date: 2016-07-20 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior (CAPES) / O foveamento ? uma t?cnica de vis?o computacional capaz de promover a redu??o da informa??o visual atrav?s de uma transforma??o da imagem, em dom?nio espacial, para o dom?nio de multirresolu??o. Entretanto, esta t?cnica se limita a uma ?nica f?vea com mobilidade dependente do contexto. Neste trabalho s?o propostas a defini??o e a constru??o de um modelo multifoveado denominado MMMF (multifoveamento em multirresolu??o com f?veas m?veis) baseado em um modelo anterior denominado MMF (multirresolu??o com f?vea m?vel). Em um contexto de m?ltiplas f?veas, a aplica??o de v?rias estruturas MMF, uma para cada f?vea, resulta em um consider?vel aumento de processamento, uma vez que h? interse??es entre regi?es de estruturas distintas, as quais s?o processadas m?ltiplas vezes. Dadas as estruturas de f?veas MMF, propomos um algoritmo para obter regi?es disjuntas que devem ser processadas, evitando regi?es redundantes e, portanto, reduzindo o tempo de processamento. Experimentos s?o propostos para validar o modelo e verificar a sua aplicabilidade no contexto de vis?o computacional. Resultados demonstram o ganho em termos de tempo de processamento do modelo proposto em rela??o ao uso de m?ltiplas f?veas do modelo MMF. / Foveation is a computer vision technique for visual information reduction obtained by applying an image transformation in the spatial domain to the multiresolution domain. However, this technique is limited to a single fovea context-dependent mobility. This work proposes the definition and the construction of a multifoveated model called MMMF (Multiresolution Multifoveation using Mobile Foveae) based on an earlier model called MMF (Multiresolution with Moving Fovea). In the context of multiple foveae, the application of various MMF structures, one for each fovea, results in an increase in processing time, since there are intersections between regions of different structures, which are processed multiple times. Given MMF structures, an algorithm in order to get disjoint regions which are to be processed is proposed, avoiding redundant regions and thereby reducing the processing time. Experiments are proposed to validate the model and to verify its applicability in the computer vision context. Results show the gain in processing time of the proposed model compared to the use of multiple MMF structures.
63

Too green to buy? : the impact of values, congruence and green values on consumption

Barbosa, Teresa Cochrane Bravo Andresen January 2015 (has links)
É alarmante a velocidade à qual o mundo à nossa volta está mudando, e é impossível negar que uma das correntes que impulsiona esta mudança no consumo são as preocupações ambientais e a antecipação do estrago que se fez no mundo. Os consumidores estão todos os dias, e todos os minutos, cada vez mais conscientes que se nós continuarmos a consumir ao ritmo de hoje o futuro do nosso mundo não será feliz. Contudo, não existe certeza de como os consumidores agem sobre esta realidade, e até que ponto cada um se importa com este facto. Somos todos diferentes, independentemente da nossa cultura, da nossa criação ou da nossa idade, cada pessoa está marcada pela sua personalidade distinta formada pelos seus valores que por sua vez definem as suas decisões diárias. Conseguimos perceber valores diferentes nas marcas que nos rodeiam, elas são também uma ferramenta de comunicação para o mundo, que reflete quem cada pessoa é, e quem quer ser. Esta pesquisa procura entender se as compras verdes são influenciadas pelos seus próprios valores e os valores que percebem da marca, e até que ponto são moderadas pelos valores verdes de cada individuo. Esta pesquisa foi realizada dentro de um contexto de uma marca de surfe, Quiksilver, pois estes tipos de marcas já mostraram ser ecológicas e têm uma reputação de inspirar consciência ambiental nos consumidores. Este modelo foi testado usando um estudo empírico executado online disponível a habitantes dos Estados Unidos, seguido de uma análise fatorial e modelação de equações estruturais. Foi possível mostrar um efeito moderador dos valores verdes em intenção de compra nas dimensões de abertura à mudança e Auto transcendência. Foi possível mostrar, também, que compras verdes podem ocorrer por distinção social, como foi o caso da dimensão de auto valorização. Este estudo pretende contribuir para a teoria de valores pessoais e comportamento do consumidor, dentro do âmbito de assuntos ambientais, e espera permitir uma melhor compreensão do futuro de comportamento do consumidor. / It is alarming the pace at which the world around us is changing, and it is undeniable that the currents that bring change towards consumption are the environmental issues and worries that we have inflicted upon the world. Consumers are every day more conscious that if we consume at the rate and way of nowadays our world will not have a bright future. However, doubt remains to what extent we as consumers act upon this, and to what point we care. Everyone is different, independent of culture, upbringing or age, everyone has a distinct personality moulded by values that define everyday decisions. We can also perceive different values from brands around us, they are a tool of our communication to the world and we reflect who we are, and who we want to be, on the brands we carry. This research aimed to understand if green purchases were influenced by each individual’s green values, and to what extent their own personal values and the values they perceived from a brand were relevant. This was done in the context of a surf brand, Quiksilver, because these brands have shown to be ecological and have a reputation of inspiring ecological consciousness on consumers. The model was tested by holding an empirical study with an online survey available to residents in the United States of America, and then applying factorial analysis and structural equation modelling. It was possible to show the moderation effect that green values have on purchase intention, in some value dimensions namely openness to change and selftranscendence. It was also possible to show that green purchases may occur for social distinction, as was the case with self-enhancement. This study aimed to contribute to values theory and consumer behaviour, within environmental issues, and allow for a better understanding of the future of consumer behaviour.
64

Too green to buy? : the impact of values, congruence and green values on consumption

Barbosa, Teresa Cochrane Bravo Andresen January 2015 (has links)
É alarmante a velocidade à qual o mundo à nossa volta está mudando, e é impossível negar que uma das correntes que impulsiona esta mudança no consumo são as preocupações ambientais e a antecipação do estrago que se fez no mundo. Os consumidores estão todos os dias, e todos os minutos, cada vez mais conscientes que se nós continuarmos a consumir ao ritmo de hoje o futuro do nosso mundo não será feliz. Contudo, não existe certeza de como os consumidores agem sobre esta realidade, e até que ponto cada um se importa com este facto. Somos todos diferentes, independentemente da nossa cultura, da nossa criação ou da nossa idade, cada pessoa está marcada pela sua personalidade distinta formada pelos seus valores que por sua vez definem as suas decisões diárias. Conseguimos perceber valores diferentes nas marcas que nos rodeiam, elas são também uma ferramenta de comunicação para o mundo, que reflete quem cada pessoa é, e quem quer ser. Esta pesquisa procura entender se as compras verdes são influenciadas pelos seus próprios valores e os valores que percebem da marca, e até que ponto são moderadas pelos valores verdes de cada individuo. Esta pesquisa foi realizada dentro de um contexto de uma marca de surfe, Quiksilver, pois estes tipos de marcas já mostraram ser ecológicas e têm uma reputação de inspirar consciência ambiental nos consumidores. Este modelo foi testado usando um estudo empírico executado online disponível a habitantes dos Estados Unidos, seguido de uma análise fatorial e modelação de equações estruturais. Foi possível mostrar um efeito moderador dos valores verdes em intenção de compra nas dimensões de abertura à mudança e Auto transcendência. Foi possível mostrar, também, que compras verdes podem ocorrer por distinção social, como foi o caso da dimensão de auto valorização. Este estudo pretende contribuir para a teoria de valores pessoais e comportamento do consumidor, dentro do âmbito de assuntos ambientais, e espera permitir uma melhor compreensão do futuro de comportamento do consumidor. / It is alarming the pace at which the world around us is changing, and it is undeniable that the currents that bring change towards consumption are the environmental issues and worries that we have inflicted upon the world. Consumers are every day more conscious that if we consume at the rate and way of nowadays our world will not have a bright future. However, doubt remains to what extent we as consumers act upon this, and to what point we care. Everyone is different, independent of culture, upbringing or age, everyone has a distinct personality moulded by values that define everyday decisions. We can also perceive different values from brands around us, they are a tool of our communication to the world and we reflect who we are, and who we want to be, on the brands we carry. This research aimed to understand if green purchases were influenced by each individual’s green values, and to what extent their own personal values and the values they perceived from a brand were relevant. This was done in the context of a surf brand, Quiksilver, because these brands have shown to be ecological and have a reputation of inspiring ecological consciousness on consumers. The model was tested by holding an empirical study with an online survey available to residents in the United States of America, and then applying factorial analysis and structural equation modelling. It was possible to show the moderation effect that green values have on purchase intention, in some value dimensions namely openness to change and selftranscendence. It was also possible to show that green purchases may occur for social distinction, as was the case with self-enhancement. This study aimed to contribute to values theory and consumer behaviour, within environmental issues, and allow for a better understanding of the future of consumer behaviour.
65

Biomimética e artefatos para ambientes aquáticos: estratégias de leveza e resistência inspiradas na estrutura celular do agave

ARAÚJO, Rodrigo Barbosa de 21 December 2015 (has links)
Submitted by Fabio Sobreira Campos da Costa (fabio.sobreira@ufpe.br) on 2017-04-04T12:22:08Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) BIOMIMÉTICA E ARTEFATOS PARA AMBIENTES AQUÁTICOS - Estratégia de leveza e resistencia inspiradas na estrutura celular do ~1.pdf: 9452656 bytes, checksum: 5fc75ab99d22907c133d82009ac24b3d (MD5) / Made available in DSpace on 2017-04-04T12:22:08Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) BIOMIMÉTICA E ARTEFATOS PARA AMBIENTES AQUÁTICOS - Estratégia de leveza e resistencia inspiradas na estrutura celular do ~1.pdf: 9452656 bytes, checksum: 5fc75ab99d22907c133d82009ac24b3d (MD5) Previous issue date: 2015-12-21 / A biomimética visa o estudo das estratégias da natureza, tendo-a como princípio e inspiração para solução de problemas de design e outras áreas. Esta pesquisa é uma abordagem alternativa para processos de geração de soluções no design de estruturas de pranchas de surf. Atualmente os materiais e processos produtivos destes artefatos ainda estão distantes dos aspectos ecológicos e de um ciclo de vida de produto sustentável. Existem algumas alternativas, onde as pranchas são fabricadas com materiais orgânicos, como por exemplo, o Agave, porém ainda com processos ultrapassados, contrários às estratégias da natureza, que atuam num optimum de economia de matéria e energia, dentro de um ciclo de vida sustentável bem definido. Com base na metodologia DesignLens (Biomimicry Institute 3.8), os ensinamentos da natureza aliados à tecnologia representam potencial de inovação em design e sustentabilidade. Quando processos de design paramétrico foram incorporados à fabricação digital, se permitiu atingir um nível de materialização muito próximo das estratégias da natureza. Verificou-se que a aplicação de tecnologias digitais tem grande relevância para o futuro das áreas de projeto, principalmente quando alinhadas aos princípios de sistemas biológicos. Esta pesquisa obteve parte da validação através da impressão 3D de uma secção de uma prancha de surf como exemplo de aplicação, dentre muitas alternativas para as estratégias do Agave em estruturas. / Biomimetics aims study of the strategies of nature, having it as a principle and inspiration for design and troubleshooting other áreas. This research is an alternative approach to the processes of generation of solutions in the surfboards design. Currently the materials and production processes of these artifacts are still distant from ecological aspects and a sustainable product life cycle. There are some alternatives, where the boards are made with organic materials, as for example, Agave, but with outdated processes, contrary to nature, strategies that work in an optimum of economy of matter and energy, within a sustainable life cycle. Based on the DesignLens methodology (Biomimicry Institute 3.8), the teachings of nature coupled with technology represent potential for innovation in design and sustainability. When parametric design processes have been incorporated into the digital fabrication, if allowed to reach a level of materialization very close of the strategies of nature. The application of digital technologies has great relevance to the future of the project areas, especially when aligned to the principles of biological systems. This research obtained part of the validation through the 3D printing of a section of a surfboard as an example of application, among many alternatives for the strategies of Agave in structures.
66

Reservas de surfe: uma análise jurídica da governança do espaço marinho-costeiro

Santos, Mauricio Duarte dos 16 August 2018 (has links)
Submitted by Jaqueline Duarte (1157279@mackenzie.br) on 2018-11-06T16:43:11Z No. of bitstreams: 2 Mauricio Duarte dos Santos.pdf: 2521960 bytes, checksum: 514a1cac5dd665c23f2d5d6a14114267 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Paola Damato (repositorio@mackenzie.br) on 2018-11-14T13:37:07Z (GMT) No. of bitstreams: 2 Mauricio Duarte dos Santos.pdf: 2521960 bytes, checksum: 514a1cac5dd665c23f2d5d6a14114267 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2018-11-14T13:37:07Z (GMT). No. of bitstreams: 2 Mauricio Duarte dos Santos.pdf: 2521960 bytes, checksum: 514a1cac5dd665c23f2d5d6a14114267 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2018-08-16 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Examining the governance of the sea, oceans and the coast is essential at both global and local levels. Considering the existing legal and institutional arrangements and peculiarities of the marine-coastal zones, it is pertinent to assess the potential of “surfing reserves” as a category of protected area (international level) and a territorial space to be protected (national level). The surfing reserves can be distinctly nominated as a policy instrument by the organised societies and/or governments to protect surf breaks, adjacent areas and surf culture. In this study on the surfing reserves, through exploratory research – bibliographical and documentary analysis – and, through a qualitative methodology, a descriptive analysis was carried out on the legislation and existing voluntary and cogent law models. The study highlights the historical transition to modern surfing and identifies the role of stakeholders’ participation from different countries in order to protect and use the marine-coastal spaces. It notes the advances in the creation of programs and laws and the need to adjust and create strategies for greater effectiveness. It presents propositions that may advance the positive contributory aspects and the preponderant role of the surf community in their dialogue with the decision makers. It concludes with an urgent call to recognise and accommodate different uses of the surfing reserves in developing a thorough understanding of marine-coastal environmental governance. / A discussão sobre a governança do mar, dos oceanos e da costa é essencial tanto no plano global quanto local. A presente tese analisa o potencial das “reservas de surfe” quanto ao seu reconhecimento como instrumento a ser convertido em categoria de área protegida no plano internacional e espaço territorial a ser especialmente protegido no plano nacional considerando os arranjos jurídicos e institucionais existentes e algumas peculiaridades presentes nos espaços marinho-costeiros. Tal instrumento pode ser instituído pela sociedade organizada e/ou pelo Poder Público com intuito de proteger os surf breaks, áreas adjacentes e a cultura do surfe. Por meio de pesquisa exploratória – estudo de bibliografia e análise documental – e, através de metodologia qualitativa, procedeu-se a análise descritiva sobre a legislação e modelos voluntários e normativos existentes. O estudo destaca a transição histórica ao surfe moderno e identifica a participação de diversos atores em diferentes países com intuito de proteção e uso sustentável dos espaços marinho-costeiros, bem como os avanços na criação de programas e normas e a necessidade de ajuste e criação de estratégias que busquem maior efetividade. Neste sentido, a tese apresenta proposições que visam aproveitar os aspectos positivos contributivos e o papel preponderante da comunidade do surfe na interlocução com os tomadores de decisão e conclui que é urgente proporcionar o melhor entendimento sobre os assuntos relacionados ao ambiente marinho-costeiro no que tange à intenção de acomodação de diferentes usos e que as reservas de surfe podem exercer parte deste papel.
67

Wave Loads on a Submerged Intake Structure in the Surf Zone

Hecimovich, Mark M.L. January 2013 (has links)
Sea water intake structures submerged in the surf zone are used to provide water for cooling processes in large facilities such as power plants and refineries. Structures submerged in the surf zone are subject to large forces from breaking waves. To study these forces induced from realistic sea state conditions, a physical model of an intake structure submerged in the wave breaking zone was constructed and subjected to a wide spectrum of regular and irregular waves. The model structure was designed in a manner so force measurement could be isolated to separate components of the structure. The data of peak forces on the structure was analyzed for correlations with varying irregular wave properties. Using the results of forcing on the structure from regular wave tests, drag and inertia coefficients for use in the Morison equation were determined for each separate component and configuration of the structure. These force coefficients were plotted against various wave properties to analyze correlations with wave conditions. Finally, the force coefficients for the structure were used with the Morison equation and current data from the experiments to successfully model forcing on the structure during irregular wave tests.
68

Processus de mobilisation et de transport de sédiments dans la zone de déferlement / Sediment destabilisation and transport processes in the surf zone

Berni, Céline 30 November 2011 (has links)
Ce travail porte sur les processus locaux de déstabilisation, d'érosion et de transport des sédiments sous l'action des vagues en zone de déferlement. L'étude s'appuie sur une modélisation physique menée dans le canal à houle du LEGI avec un sédiment léger pour respecter les similitudes de Rouse et de Shields. Dans ces expériences, nous développons des techniques de mesure optiques, acoustiques et de pression. Ces capteurs nous permettent de caractériser la couche limite en vitesses et en concentration mais aussi d'étudier la réponse du lit aux sollicitations des vagues via la quantification de profondeurs d'érosion, d'épaisseurs de la couche de sédiments en mouvement, fortement concentrée et de la transmission de la pression interstitielle. L'influence des non-linéarités de la houle sur le transport sédimentaire est étudiée, en particulier la dissymétrie de l'accélération (ou asymétrie). Elle est constatée sur la mesure de flux sédimentaire. Deux mécanismes sont identifiés. i) Une asymétrie hors de la couche limite conduit à une dissymétrie de vitesse dans la couche limite qui produit un transport net. ii) L'accélération hors de la couche limite est proportionnelle au gradient horizontal de pression et l'effort de pression qu'il suscite peut déstabiliser le lit (plug-flow). Nous vérifions dans nos expériences que la contrainte de cisaillement (caractérisée par le nombre de Shields) et le gradient de pression (caractérisé par le nombre de Sleath) peuvent alternativement déstabiliser le lit. / This study investigates the local processes of surf-zone bed sediment destabilization, erosion and transport. It is based on a physical model in the LEGI wave flume using lightweight sediment to fulfill scaling laws. Optical, acoustical and pressure sensors measurements technics were developped. The sensors are used simultaneously to characterize the bottom boundary layer in terms of velocities and concentration. The bed response was also determined measuring erosion depth, sheet-flow thickness and pore-pressure pressure transmission. This work mainly focuses on non-linearities of the flow and their effect on transport, especially the acceleration skewness. It is shown that this asymmetry contributes to the sediment transport in two different ways. One mechanism is that the free-stream asymmetry of the flow results in a velocity skewness near the bed, it produces a net transport. The second one is that the free-stream acceleration is proportional to the horizontal pressure gradient. This pressure stress can destabilize the bed in a form of a plug-flow. Our results show that shear stress (characterized by the Shields number) and pressure gradients (characterized by the Sleath number) can in turn destabilize the bed.
69

Sledování objektu ve videosekvenci / Object tracking in videosequence

Nešpor, Zdeněk January 2013 (has links)
This thesis deals with tracking a predefined object in the movie. After a brief introduction describes the procedure suitable for the detection of an object in a video sequence, where the methods are also discussed in detail. There is dealt with issues of image preprocessing, image segmentation and object detection in the image. The main emphasis is laid on using detectors of interest points and descriptors of areas - SURF and SIFT. The second part deals with the practical implementation of a program suitable to monitor predefined object in the movie. First are analyzed libraries suitable for object tracking in a video sequence in an environment of Java, followed by a detailed description of the selected library OpenCV along with wrapper JavaCV. Further described is own application in terms of control and functionality are described key method. Outputs along with discussion and evaluation are presented at the end of work.
70

Surfing the Instagram Wave : How surf brands can use Instagram to communicate with the surf tribe

Sieben, Philipp, Ragg, Jean-Michel January 2020 (has links)
Background: The communication between brands and customers has shifted fromtraditional media like television to social media. This led to the emergence of social media brand communication. One of the best known and fastest-growing social media platforms is Instagram. Furthermore, social media enabled users to form online communities like consumer tribes, who group around a shared activity or passion. However, these consumer tribes are self-willed and need their own marketing approach. Purpose: The purpose of this thesis is to explore how social media brand communication of surf brands on Instagram is experienced by the surf tribe. For this purpose, it is investigated whether Instagram is a suitable medium and which characteristics define the surf tribe. Then it will be examined how social media brand communication on Instagram has to be designed in order to create successful communication strategies. Method: This research followed an explorative research design. The research approach combined desk research for the literature review and qualitative semi-structured interviews with 15 participants of the surf tribe. Snowball sampling was used to identify participants. The empirical data was analyzed with the approach of thematic analysis. Conclusion: Instagram is a suitable platform to reach out to the surf tribe. The surf tribe shares common characteristics in terms of Instagram usage and consumption behaviour, which are relevant for creating appealing marketing messages. Surf brands should use firm generated content that focuses on the activity of surfing and encourage their followers to create and share user-generated surf content to increase their popularity and reach amongst the tribe.

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