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Previous issue date: 2012-08-24 / The evolution of internet has opened the doors for an adequate place for the creation and quick development of social media. Both in Brazil and all over the world, social networks on the internet have become important tools for communication and for the establishment of social ties. Additionally, another concept which has already been used in off-line social networks, the social capital, which is intended to look for the benefits arising from the use of such networks, has come to the digital world to help measure the advantages obtained by the presence and participation in a social network on the internet. The intense use of digital media by Brazilians, the controversies over whether it is advantageous to allow or not allow employees to use them, the new business opportunities arising from the use of such technologies and the lack of studies on the relationship between social media and the capital have been the motivating reasons for this study. On this line, this investigation is intended to spot the relationship between the intensity of use of social networks and social capital formation. Therefore, an investigative survey has been conducted, replicating and adapting two other American investigations on the topic. So that we could obtain a research instrument in order to appraise the social capital in social networks on the internet, the document was translated, the first draft was designed, face validation was addressed and the final draft of the survey was designed. This instrument was applied in 274 undergraduate students of several different majors at PUCRS. The data were treated and submitted to some statistical methods such as factor analysis, regression analysis, t test and anova. By analyzing the variables of intensity of use and use of social capital with some demographic variables, it was possible to identify some useful trends to map out the intensity and intentions for use of social networks on the internet. We could also note that both the bonding and bridging social capital are influenced by the intensity of use of social media, with a stronger emphasis on the latter; thus we can reckon that the weaker ties that benefit the most from the use of social networks on the internet. / A evolu??o da internet criou o ambiente adequado para a cria??o e r?pido desenvolvimento das redes sociais digitais. No mundo inteiro e tamb?m no Brasil, as redes sociais na internet tornaram-se importantes instrumentos de comunica??o e forma??o de la?os sociais. Um outro conceito j? antes utilizado nas redes sociais off-line, o capital social, que procura verificar os benef?cios decorrentes da participa??o na rede, chegou tamb?m ao mundo digital para auxiliar na mensura??o das vantagens obtidas pela presen?a e participa??o em uma rede social na internet. O intenso uso das redes sociais digitais por parte dos brasileiros, a pol?mica entre ser ou n?o vantajoso habilitar os funcion?rios o uso dos sites de redes sociais, as novas oportunidades para as empresas decorrentes do uso de tal tecnologia e a falta de estudos sobre a rela??o entre redes sociais digitais e o capital social foram justificativas importantes para o presente estudo. Nesta esteira, esta pesquisa objetivou identificar a rela??o entre a intensidade de uso das redes sociais e a forma??o de capital social. Foi realizada, portanto, uma pesquisa explorat?ria do tipo survey, replicando e adaptando duas outras pesquisas americanas sobre o tema. Ap?s a tradu??o, elabora??o da primeira vers?o, valida??o de face e elabora??o da vers?o final do question?rio, chegou-se a um instrumento de pesquisa para avaliar o capital social em redes sociais na internet. Este instrumento foi aplicado em 274 alunos de cursos de gradua??o diversos da PUCRS. Os dados foram tratados e submetidos a alguns m?todos estat?sticos como an?lise fatorial, an?lise de regress?o, teste t e anova. Ao cruzar as vari?veis de intensidade de uso e capital social com algumas vari?veis demogr?ficas, foi poss?vel identificar algumas tend?ncias ?teis para mapear a intensidade e inten??o de uso das redes sociais na internet. Foi observado tamb?m que tanto o capital social fortalecedor como o conector s?o influenciados pela intensidade de uso das redes sociais digitais, com mais ?nfase para este ?ltimo tipo, concluindo que s?o os la?os fracos os mais beneficiados pela utiliza??o das redes na internet.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/5651 |
| Date | 24 August 2012 |
| Creators | Amaral, Henrique Gon?alves |
| Contributors | Testa, Maur?cio Gregianin |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, BR, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 4410494103952189146 |
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