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Wang, Jenny. "How do we look on Instagram? : A communication strategy for Swedish branding agencies." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-55381.
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Marketing today is no longer mainly about using traditional medias to reach a desired public. As consumers are moving to the digital world for information search, social media has provided new possibilities for companies to market themselves online. Newly started branding agencies often have a limited budget for marketing, but the need to increase brand awareness is high. In this situation, social media will be a good solution, because it is easy to use, cost effective and has a great range of reach to the desired target group. Instagram is a photo-sharing based app where the communication is done visually, which can be a good choice for branding agencies. The purpose of this thesis is to suggest a strategy for Instagram using results from a study of Swedish branding agencies’ use of Instagram, during a period of one year. The empirical study was done using a quantitative content analysis, in combination with an image analysis. A selection of six agencies were used for the two analyses to gain understanding of the research topic. Findings showed that Instagram was mainly used to humanize the agencies’ identity, and at the same time filled a showcasing function. A digital strategy plan was created for a Swedish branding agency called LLC Design. The plan created a total of 62 posts for a period of six months, with four different themes called Vi Värmland, Vi i LLC, Showcase and Kunskap, to deliver diverse content.
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Firmannamal, Akhmad. "The engagement of social media and traditional news media in Joko Widodo’s communication strategy for the 2019 Indonesian presidential election." Thesis, Queensland University of Technology, 2021. https://eprints.qut.edu.au/225929/1/Akhmad_Firmannamal_Thesis.pdf.
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This research explored the nature of political campaigning in the digital era through a case study of the 2019 Indonesian presidential election campaign. The project studied how the incumbent President attempted to set the discussion agenda through his engagements with both Facebook and traditional news media, and the implications of the dynamics of this campaigning strategy for Indonesian democracy. The research showed that the President could use Facebook’s technological features and audience reach to influence public discussion and traditional news media agendas. It also found that journalists would act independently and often followed different agendas that influenced social media.
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Stange, Jessica, and Agnes Melin. "Retoriken - ett verktyg för att uppnå legitimitet : En fallstudie om hur UNHCR arbetar med sin externa kommunikation på sociala medier för att skapa samt upprätthålla sin legitimitet." Thesis, Uppsala universitet, Medier och kommunikation, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-376596.
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Legitimacy is something all organizations aims for and much research has been done on gaining legitimacy among profit-making companies, but much less research has been done on nonprofit organizations and their legitimacy. Therefore this study will address this gap between charity organizations, which are nonprofit companies, and their legitimacy. The purpose of this study is to find the rhetorical strategies that ‘Sverige för UNHCR’ applies when communicating via Instagram to gain or maintain legitimacy. This essay's two research questions are; Firstly, what rhetorical strategies does ‘Sverige för UNHCR’ apply when communicating externally via Instagram? Secondly, what strategies for gaining and maintaining legitimacy can be found in the Instagram posts, and how are they related to the specific rhetorical strategies? In order to answer the outline research questions, qualitative methods were used. The empirical material was collected by using a rhetorical analysis of image and text published by ‘Sverige för UNHCR’ on Instagram. These qualitative methods became the base in which this essay gathers and analyses data. The theoretical framework of this study consists of classical rhetoric, visual rhetoric, legitimacy theory and legitimacy strategies. When analysing the empirical material in relation to the theories it proves how rhetoric methods shape the Instagram publications, and in turn shows how the organization works with legitimacy. This study shows that Sverige för UNHCR uses four main rhetorical strategies. It can be concluded that these rhetorical strategies helps the organization to gain and maintain pragmatic and moral legitimacy through different legitimacy strategies by Suchman (1995).<br>Legitimitet är något alla organisationer strävar efter och mycket forskning har gjorts på legitimitetsbyggandet hos vinstdrivande företag. Betydligt mindre forskning har gjorts på ideella organisationer och deras legitimitet. Denna uppsats förväntas studera denna forskningslucka mellan välgörenhetsorganisationer, som ingår i den ideella sektorn, och legitimitet. Syftet med studien är att identifiera organisationen Sverige för UNHCR:s retoriska strategier på sin digitala plattform Instagram för att skapa eller upprätthålla legitimitet. Uppsatsens två frågeställningar lyder; För det första, vilka retoriska strategier använder sig Sverige för UNHCR av sin externa kommunikation på Instagram? För det andra, vilka strategier för skapande och upprätthållande av legitimitet kan utläsas i Instagram-inläggen, och hur är de relaterade till specifika retoriska strategier? Forskningsfrågorna i studien har besvarats genom att tillämpa kvalitativa metoder. Det empiriska materialet har samlats in genom en retorisk analys av bild samt text av Instagram inlägg publicerade av Sverige för UNHCR. Dessa kvalitativa metoder blir således uppsatsens insamlings- och analysmetod. Studiens teoretiska ramverk består utav klassisk retorik, bildens retorik, legitimitetsteori samt legitimitetsstrategier. Dessa teorier sätts i relation till analysen av empirin för att förstå hur retoriken tar sin utformning i publikationerna på Instagram samt för att kunna se hur organisationen arbetar med legitimitet. Denna studie kan urskilja fyra retoriska huvudstrategier som Sverige för UNHCR använder sig av. Slutsatsen visar på att dessa retoriska strategier hjälper organisationen att skapa och upprätthålla pragmatisk samt moralisk legitimitet genom Suchmans (1995) legitimitetsstrategier.
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Wiklund, Elvira. "Improving a company's social media strategy : A study based on a competitive analysis." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-211501.
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This study started off during the spring of 2017 and had the goal of with the aid of a competitive analysis create a new social media strategy for the company Spree. During the last years, digitalization has grown increasingly and has become more integrated in our society. Together with the digitalization, the use of social medias has increased, both for personal use and for business use. For companies, the use of social medias is still relatively new, so a designed and developed social media strategy can be crucial for a company to reach out in the right way and to the right target group. This study show that a well-designed social media strategy can be created with the aid of a competitive analysis together with a deeper analysis of the company’s own social medias. The analysis of the company’s own social medias helps to illustrate the current flaws that exists, while the competitive analysis assist in finding relationships that can help the company get an apprehension of what their main focus should be on.<br>Denna studie borjade under varen 2017 och hade som mal att med hjalp av enkonkurrensanalys skapa en ny sociala medier-strategi for foretaget Spree. Under desenaste aren har digitaliseringen vaxt allt mer och blivit mer integrerad i vartsamhalle. Tillsammans med digitaliseringen har aven anvandningen av socialamedier okat, bade for den enskilda individen samt for foretagen. Men att anvandasociala medier for foretag ar fortfarande relativt nytt, sa att ha en utformad ochvalplanerad sociala medier-strategi kan vara avgorande for att na ut pa ratt satt ochtill ratt malgrupp. Denna undersokning visar att en val utformad sociala medier-strategi kan skapasmed hjalp av en konkurrensanalys tillsammans med en djupare analys av foretagetsegna sociala medier. Analysen av det egna foretagets sociala medier hjalper till attbelysa de nuvarande brister som finns, samtidigt som konkurrentanalysen bistar tillatt hitta samband som kan hjalpa foretaget att fa en uppfattning om vad de borfokusera pa.
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Ribeiro, Maria Eugênia. "ESTRATÉGIAS DE COMUNICAÇÃO ORGANIZACIONAL DIGITAL: O ESTUDO DE CASO DA EMBRAPA." Universidade Metodista de São Paulo, 2014. http://tede.metodista.br/jspui/handle/tede/686.
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Previous issue date: 2014-04-09<br>With the advent of internet and its subsequent use as a means of communication, it is necessary to know, through analysis of literature on communication and internet, as well as empirical observation of the digital environment, what opportunities for improvement in processes of organizational communication open from the incorporation of internet usage (media and social networks) communication strategies of the institutions. The study aims to analyze the process of insertion of Embrapa in the environment of the media and social networks, what strategies the company used to prepare its institutional entrance in this ecosystem and how it utilizes the digital organizational communication strategies to promote its actions and strengthen relationships with its stakeholders. Furthermore, this text will discuss strategy models and the importance of planning (with setting goals, defining public) and monitoring when it intends to operate in the digital environment in a strategic way. The method consists of a case study which will assess the performance of Embrapa in the social network Facebook, through literature review, desk research, content analysis and semi-structured interviews.<br>Com o surgimento da internet e sua posterior utilização como meio de comunicação, torna-se necessário conhecer, por meio de análise de bibliografia sobre comunicação e internet, além de observação empírica do ambiente digital, que possibilidades de melhoria nos processos de comunicação organizacional se abrem a partir da incorporação do uso da internet (mídias e redes sociais) às estratégias de comunicação das instituições. O estudo tem por finalidade analisar o processo de inserção da Embrapa no ambiente das mídias e redes sociais, quais as estratégias que adotou para se preparar para ingressar de maneira institucional nesse ecossistema e como ela utiliza-se das estratégias de comunicação organizacional digital para divulgar suas ações e fortalecer o relacionamento com seus públicos de interesse. Além disso, serão apresentados modelos de estratégias e abordada a importância do planejamento (com estabelecimento de objetivos, definição de públicos) e do monitoramento quando se pretende atuar no ambiente digital de maneira estratégica. O método consiste em um estudo de caso no qual será analisada a atuação da Embrapa na rede social Facebook, por meio de uma revisão de literatura, pesquisa documental, análise de conteúdo e entrevistas semiestruturadas.
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Luttrup, Julia, Maria Boo, and Louise Carlsson. "Syns du finns du? : En studie över användningen av SEO, PPC och sociala medier som strategiska kommunikationsverktyg i svenska företag." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-8376.
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Jarkell, Lars, and Moa Ullmark. "Skapa förväntan - Mer än ett PR-trick : Hur företag skapar förväntan innan premiär i en digital kontext för produkter och tjänsters framgång." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-29767.
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Syfte: Syftet med detta arbete är att öka förståelsen för hur företag arbetar med strategi och taktik för att skapa förväntan på marknader innan en produkts premiär. Hur det går till när förväntan skapas innan produktpremiär, utan att det slår över och får negativa konsekvenser för produkten eller tjänsten, är ett område som kan anses vara outforskat. Området är en viktig källa till framgång eller fall för marknadsföring och lansering av nya produkter, vilket gör det relevant och intressant, både teoretiskt och praktiskt. Metod: I denna studie har vi använt oss av en kvalitativ forskningsmetod, semistrukturerade intervjuer. Respondenterna är marknadsförare och produktansvariga med en bred bakgrund från olika typer av företag. De var hälften kvinnor, hälften män i olika åldrar. Vid analyseringen användes tematisk analys, då vi kodade intervjuerna för att sedan bilda teman. Resultat & slutsats: Resultatet som har framkommit i denna studie är att företagen lägger stor vikt vid att skapa och förankra planer internt och hos samarbetspartners innan en produktlansering. Samtidigt måste företaget arbeta med förståelse för och val av målgrupp, för att med dessa bitar på plats kunna leverera information till konsumenterna som skapar förväntan på marknader. Om någon del inte är välgjord ökar riskerna till att det blir komplikationer för lanseringen och uppbyggd förväntan riskerar att sänkas. Är grundarbetet välgjort har företagen goda förutsättningar att skapa förväntan. Sedermera är arbetet med att skapa förväntan en process som startar långt innan premiär. Examensarbetets bidrag: Kunskapsbidraget för denna studie är en unik insikt och översikt över hur företag arbetar med strategi och taktik för att skapa förväntan på marknader innan en produkts premiär. Förslag till fortsatt forskning: Ytterligare undersöka konsumenternas perspektiv om detta ämne och deras vilja att använda deras röst. Undersöka hur negativ buzz i slutändan kan bidra till produktframgång. Undersöka skillnaderna mellan tillverkare, grossister och butik när det kommer till kompetens och förståelse för strategier för att skapa förväntan genom sociala medier.<br>Aim: The purpose of this paper is to increase understanding of how companies work with strategy and tactics to create anticipation in markets. The way in which anticipation is created before the product premiere, without it having a negative impact on the product or service success, is an area that can be considered unexplored. The area is an important source of success or failure for marketing and launching new products, which makes it relevant and interesting, both theoretically and practically. Method: In this study we have used a qualitative research method, semi-structured interviews. The respondents are marketers and product managers with a broad background from different types of companies. They were an equal proportion of women and men of different ages. Thematic analysis was used for coding the interviews and then forming themes. Result & Conclusions: The result that has emerged in this study is that the companies put great emphasis on creating and establish plans internally and with partners before a product launch. At the same time, the organization must work to create an understanding of and choose a target group, in order to be able to supply information to consumers who create anticipations in markets. If any part is not well done, the risk increases that there will be complications for the launch and built-up anticipation risks being lowered. If the groundwork is well done, the companies have good opportunities to create anticipations. Later on, the work of creating anticipation is a process that starts long before the premiere. Contribution of the thesis: The contribution for this study is a unique insight and overview of how companies work with strategy and tactics to create anticipation in markets before a product's premiere. Suggestions for future research: Further explore consumer perspective on this topic and their willingness to use their voice. Examine how negative buzz can ultimately contribute to product success. Examine the differences between manufacturers, wholesalers and retailers when it comes to skills and understanding of strategies to create anticipation.
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Machado, Jones. "Estratégias comunicacionais no contexto de crise: os contratos de comunicação da Petrobras, O Globo e Planalto em mídias digitais." Universidade Federal de Santa Maria, 2016. http://repositorio.ufsm.br/handle/1/3436.
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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior<br>In a crisis context, in which the facts visibility increases, communication has an even more important function, in the sense of contribution to the reputation of organizations. In the presence of this conjuncture, this study has as theme the strategies of crisis comunication and it delimits to analyze the contracts of comunication established by an organization, by an political institution and by an mean of communication, tensing the choices of each one to deal with the same event in a scenery of mediatic hyper visibility. We elected, as study objects, an brazilian company Petrobras; an political institution - Palácio do Planalto; and an brazilian media institution - O Globo. As empirical objects of study, we selected the blog Fatos e Dados, of Petrobras; the Blog do Noblat, of O Globo, and the blog of Planalto, of the Presidency of the Republic. The corpus of the study, colected between the months of January and December of 2015, is composed by digital institutional posts and publications, referring to the developments of the Parliamentary Commission of Inquiry of Petrobras and of the Operação Lava Jato (in portuguese), which originated the actual crisis of the Company and impacted in the political and economic crisis that Brazil is facing nowadays. The problematic of this research aims to answer the question: ''In which way it is established the communication contracts signed by the organizational, mediatic and political fields in digital media in a crisis context?''. The general objective refers to analyze the communication contracts of a mediatic field representative, a political field representative and an organizational field representative in a crisis moment. In relation to the specific objectives, we seek: 1) Map out, in the digital media selected to the study, the principal moments of Petrobras's crisis addressed in the posts; 2) Verify the comunicative strategies undertaken by Petrobras, by O Globo and by Palácio do Planalto in these moments in their blogs; and 3) Tensing the strategies of the mediatic, political and organizational fields, engaged in these digital media. The research methodological process refers to an triangulation of methods and technics composed by: Case study; Bibliographic research; Non-participative covert observation; Communication contract analysis; and In-depth interview. As research results, we infer that the communicative and discursive strategies of the publications of the organizational, political and mediatic fields have distinct focus, according to objectives and interests of each one. The Petrobras, aiming to decrease the facts and for the business survival, emphasizes the commitment to the investigation's transparency and gives visibility to the actions daily undertaken. In another hand, we infer that mediatic field explores the event, highlighting in its news, the image and credibility crisis, attributing to it the condition of the greatest crisis in Petrobras history. The Planalto though, adopts a defense position exulting the Company possibilities and the importance of investigation of the corruption acts that involves people linked to the Company. In this way, each social field determines a comunication contract, from the recognition of internal and external conditions in which the communicational act is effected, operating choices and undertaken comunicative and discursive strategies, aiming the maintenance and fortification of its legitimacy in the social space.<br>No contexto de crise, em que a visibilidade dos fatos aumenta, a comunicação tem papel ainda mais importante, no sentido de contribuir para a reputação das organizações. Diante de tal conjuntura, este estudo tem como tema as estratégias de comunicação de crise e delimita-se a analisar os contratos de comunicação estabelecidos por uma organização, por uma organização política e por um veículo de comunicação - tensionando as escolhas de cada um para tratar de um mesmo acontecimento num cenário de hipervisibilidade midiática. Elegeu-se como objetos de estudo uma empresa brasileira - a Petrobras; uma instituição política o Planalto, e um veículo de comunicação brasileiro - O Globo. Como objetos empíricos de estudo selecionou-se o blog Fatos e Dados, da Petrobras; o Blog do Noblat, d O Globo e o blog do Planalto, da Presidência da República. O corpus do estudo, coletado entre os meses de janeiro e dezembro de 2015, é composto por postagens e publicações institucionais digitais referentes aos desdobramentos da Comissão Parlamentar de Inquérito (CPI) da Petrobras e da Operação Lava Jato, que originaram a atual crise da Companhia e impactaram na crise política e econômica que o Brasil enfrenta atualmente. A problemática desta pesquisa busca responder à questão: De que forma se estabelecem os contratos de comunicação firmados pelos campos organizacional, midiático e político em mídias digitais no contexto de crise? . O objetivo geral refere-se a analisar os contratos de comunicação por meio de um blog do campo midiático, de um do campo político e de um do campo organizacional. Com relação aos objetivos específicos, busca-se: 1) Mapear nas mídias digitais selecionadas para o estudo os principais momentos da crise da Petrobras abordados nas postagens; 2) Verificar as estratégias comunicativas empreendidas pela Petrobras, pelo O Globo e pelo Planalto nesses momentos em seus blogs; e 3) Tensionar as estratégias dos campos midiático, político e organizacional empreendidas nessas mídias digitais. O procedimento metodológico da pesquisa corresponde a uma triangulação de métodos e técnicas composta por: Estudo de Caso, Pesquisa Bibliográfica, Observação Encoberta Não-Participativa, Análise do Contrato de Comunicação e Entrevista em Profundidade. Como resultados de pesquisa, conclui-se que as estratégias comunicativas e discursivas das publicações do campo organizacional, do campo político e do campo dos media possuem enfoques distintos, de acordo com os objetivos e interesses de cada um. A Petrobras, na busca por amenizar os fatos e pela sobrevivência do negócio, enfatiza o compromisso com a transparência das investigações e dá visibilidade às ações empreendidas diariamente. De outro lado, infere-se que o campo dos media explora o acontecimento ao destacar em suas notícias a crise de imagem e de credibilidade, atribuindo-lhe a condição de maior crise da história da Petrobras. Já o Planalto adota uma posição de defesa ao exaltar as potencialidades da Companhia e a importância de se investigar atos de corrupção que envolvam pessoas ligadas à Companhia. Nesse sentido, cada campo social estabelece um contrato de comunicação a partir do reconhecimento das condições internas e externas em que o ato comunicacional se efetua, operando escolhas e empreendendo estratégias comunicativas e discursivas com vistas à manutenção e ao fortalecimento da sua legitimidade no espaço social.
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Lake, Suzette. "A Consultant’s Analysis of Bond Public Relations and Brand Strategy." ScholarWorks@UNO, 2014. http://scholarworks.uno.edu/aa_rpts/162.
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In order to demonstrate the knowledge and skills acquired during her tenure in the Arts Administration graduate program, the consultant works four hundred and eighty hours as a Social Media and PR intern at Bond Public Relations and Brand Strategy in New Orleans, Louisiana. The following body of work is a consultant’s report written from the perspective of a professional Arts Administrator, and includes the following items: host company profile; description of internship activities; consultant’s contributions and gains; summation of company and industry best practices; host company’s strengths, weaknesses, opportunities, and threats – both internal and external; and the consultant’s recommendations for improvement.
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Santos, Tânia Belo Rodrigues. "A comunicação estratégica digital no contexto de uma associação sem fins lucrativos - A Vida Ama-me." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2017. http://hdl.handle.net/10400.5/14282.
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Dissertação de Mestrado em Comunicação Social vertente de Comunicação Estratégica<br>Neste Trabalho de Projeto pretende-se analisar como a comunicação estratégica digital pode contribuir para o cumprimento dos objetivos de comunicação no contexto de uma organização sem fins lucrativos. Assim sendo, foi desenvolvido e implementado um Plano de Comunicação Digital que visava contribuir para os objetivos e a missão da A Vida Ama-me, uma Associação sem Fins Lucrativos de Desenvolvimento Pessoal e Social. Para este efeito, recorreu-se ao estudo de caso, usando técnicas de recolha de dados, tais como: a pesquisa bibliográfica, a análise documental e a observação direta não estruturada. O Plano de Comunicação foi implementado em duas fases: de setembro a dezembro de 2016 e de fevereiro a maio de 2017. Após o término da execução do plano, procedeu-se à avaliação dos resultados obtidos, concluindo-se que a Associação não está a tirar total partido dos recursos e oportunidades online devido àquelas que são as principais dificuldades da comunicação no Terceiro Setor: a falta de conhecimento e profissionalização dos seus recursos humanos e a inexistência de investimento financeiro para as atividades de comunicação.<br>This Project intends to analyze how digital strategic communication can contribute to the fulfillment of communication objectives in the context of a non-profit organization. To accomplish this, a Digital Communication Plan was developed and implemented to contribute to the goals and mission of A Vida Ama-me, a Non-Profit Organization for Personal and Social Development. For this purpose, a case study approach was used together with data collection techniques such as: bibliographic research, documentary analysis and direct unstructured observation. The Communication Plan was implemented in two phases: from September to December 2016 and from February to May 2017. After the execution of the plan the results were evaluated, concluding that the Association was not taking full advantage of all the online resources and opportunities available due to the main communication difficulties in the Third Sector: the lack of knowledge and professionalism of its human resources and the lack of financial investment for communication activities.<br>N/A
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QUINCOSES, Candice da Silva. "MÍDIAS SOCIAIS DIGITAIS: ESPAÇO DE RELACIONAMENTO E COMUNICAÇÃO ESTRATÉGICA." Universidade Metodista de Sao Paulo, 2016. http://tede.metodista.br/jspui/handle/tede/1547.
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Previous issue date: 2016-04-25<br>Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES<br>This work aims to assess the posture of organizations on social digital medias, considering the fact that these new virtual environments have dramatically changed the way in wich they promote the relationship with its stakeholders.The main objective of the research is to identify and understand how organizations position themselves in front of unfavorable comments in digital social media that may impacts its image and reputation, as well as showing the importance to constantly monitor the consumer and dialogue with him on the digital channels to avoid risks to the brand. The metodology used is called study of multiple cases, through which analyzed the unfavorable comments to the Brands: Vivo, Tim and Oi, on the Facebook Page during the month of september 2015. It was built a research protocol and held the monitoring of these brands analyzing them posts and unfavorable comments collected in that period. It was found, after such procedures that mobile operators often have difficulties in relationships with the public in digital social media, which puts them at risk for their image and reputation.<br>O trabalho tem como proposta avaliar a postura das organizações nas mídias sociais digitais, considerando o fato de que esses novos ambientes virtuais têm modificado drasticamente a maneira pela qual elas promovem o relacionamento com seus públicos estratégicos. O objetivo principal da pesquisa é identificar e compreender como as organizações se posicionam diante de comentários desfavoráveis nas mídias sociais digitais que possam impactar sua imagem e reputação, bem como mostrar a importância de monitorar constantemente o consumidor e dialogar com ele nos canais digitais para evitar riscos à marca. A metodologia aplicada denomina-se Estudo de Casos Múltiplos, por meio da qual analisaram-se os comentários desfavoráveis às marcas: Vivo, Tim e Oi, na página do Facebook, durante o mês de setembro de 2015. Construiu-se um protocolo de pesquisa, e realizou-se o acompanhamento dessas marcas analisando-lhes os posts e os comentários desfavoráveis coletados no período. Constatou-se, após tais procedimentos que as operadoras apresentam frequentemente dificuldades para se relacionar com os públicos nas mídias sociais digitais, o que as coloca em risco quanto à sua imagem e reputação.
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Ilic, Josefin, and Matilda Tranell. "What Influences Employees to Become Digital Advocates? : A Quantitative Study of the Relationship Between Employer Branding and Digital Employee Advocacy in Industrial Organisations." Thesis, KTH, Industriell Marknadsföring och Entreprenörskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-230625.
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Since the introduction of social media, the corporate communication landscape has changed significantly, and thus organisations need to find new innovative ways to communicate. One emerging strategy is digital employee advocacy, which ultimately means that employees voluntarily endorse their employers on social media platforms. As of now however, research on how organisations should operate in order to encourage such behaviour is rather unexplored and inadequate, and a stronger understanding of the motivation and underlying mechanisms is needed. One concept that is conceptually identified as a driver for employee advocacy is employer branding, both directly and indirectly through organisational commitment. Therefore, this thesis aims at investigating and analysing the relationship between employer branding and digital employee advocacy as well as the dimensions of employer branding. Ultimately, the purpose of this thesis is to generate insights on which industrial organisations can build strategies for digital employee advocacy programs. This was done by collecting quantitative data through a questionnaire distributed among employees in a Swedish industrial organisation. Based on the data, a PLS-SEM analysis was conducted that both evaluated a newly developed employer branding scale and the relationships between employer branding and digital employee advocacy. The results from the analysis show that employer branding consists of five dimensions: training and development, healthy work atmosphere, ethics and CSR, work life balance as well as compensation and benefits. Furthermore, it can be concluded that employer branding does not lead to digital employee advocacy directly. It can however be shown that the relationships from employer branding to organisational commitment and from organisational commitment to digital employee advocacy are significant and that organisational commitment has a full mediating effect on the direct relationship between employer branding and digital employee advocacy. Thus, organisations need to recognise organisational commitment as a necessity, and employer branding as an instrument, for achieving digital employee advocacy.<br>I takt med tillväxten av sociala medier så har kommunikationslandskapet förändrats drastiskt och organisationer behöver därför hitta nya innovativa kommunikationsstrategier. En allt mer framstående strategi är digital employee advocacy, vilket innebär att få anställda att frivilligt förespråka sina arbetsgivare på sociala medier. Forskning gällande hur organisationer ska verka för att främja sådant beteende är dock bristfällig i nuläget och en större förståelse för incitament och drivande faktorer är därför nödvändig. En faktor som är identifierad som en potentiell drivkraft för digital employee advocacy är employer branding, både direkt och indirekt genom ett koncept känt som organisational commitment (sv. organisationsengagemang). Baserat på detta är målet för denna rapport att undersöka och analysera relationen mellan employer branding och digital employee advocacy samt de potentiella dimensionerna av employer branding. Vidare är rapportens syfte att generera insikter på vilka industriella organisationer kan bygga strategier för digital employee advocacy program. Detta kunde uppfyllas genom att distribuera en enkät till anställda i en svensk industriorganisation. Baserat på kvantitativ data från denna enkät kunde en PLS-SEM analys genomföras vilken både utvärderade en nyutvecklad skala för employer branding samt relationerna mellan employer branding och digital employee advocacy. Resultaten från denna analys indikerar att employer branding består av fem dimensioner: training and development, healthy work atmosphere, ethics and CSR, work life balance samt compensation and benefits. Vidare så visar resultaten att employer branding i dessa förhållanden inte har en direkt påverkan på digital employee advocacy. Dock visar resultaten att employer branding leder till organisational commitment, som i sin tur leder till digital employee advocacy. Dessutom visar resultaten att det direkta förhållandet mellan employer branding och digital employee advocacy till fullo medieras av organisational commitment. Organisationer som vill uppnå digital employee advocacy bör därför se organisational commitment som en nödvändighet och employer branding som ett hjälpmedel.
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Ferraz, Cibele Maria. "Gestão da comunicação organizacional em tempos de transição: desafios e novas competências profissionais em prol do engajamento e da propagação de valores e significados." Universidade Federal de Juiz de Fora, 2016. https://repositorio.ufjf.br/jspui/handle/ufjf/1502.
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Previous issue date: 2016-03-21<br>Partindo do pressuposto de que as ferramentas virtuais alteraram as relações entre as organizações e seus públicos de interesse - pensamento defendido por autores como Argenti, Bueno, Nepomuceno, entre outros -, diminuindo a distância entre conteúdos públicos e privados e, consequentemente, aumentando o desafio das corporações em manterem a reputação positiva, avaliamos se houve mudanças tanto no perfil dos profissionais quanto no status das áreas de comunicação das organizações. Através da análise de empresas associadas à Aberje (Associação Brasileira de Comunicação Empresarial) foi verificado se a gestão da comunicação se altera com as mudanças de contexto social e tecnológico, orientando-se de forma mais estratégica. Examinou-se, também, se houve uma intensificação do trabalho com foco em resultados no desenvolvimento da comunicação corporativa e, por fim, investigamos se as habilidades e as competências dos gestores foram alteradas para enfrentar as mudanças de contexto organizacional e qual o novo perfil desejado para os profissionais da área. Foram realizadas entrevistas qualitativas em profundidade e semiestruturadas ou semiabertas com os gestores das áreas de comunicação. Dos resultados, originou-se uma análise de conteúdo sobre os efeitos de determinados aspectos levantados. Nas dimensões teóricas foram abordados os conceitos de organização, comunicação organizacional, imagem e identidade corporativa, além de gestão e competências contemporâneas. Os resultados permitem afirmar, entre outras considerações, que as formas de relacionamento mediadas pelas ferramentas digitais de comunicação inspiram novos desafios aos profissionais de comunicação organizacional, porém, não são decisivas para a mudança da importância do setor dentro das corporações.<br>The virtual tools have changed the relationship between organizations and their stakeholders – a thought defended by authors such as Argenti, Bueno, Nepomuceno, among others – and narrowed the gap between public and private. Consequently, they challenged companies to keep a positive reputation; therefore, the aim of the current study is to assess whether there were changes both in the professional profile and in the status of communication sectors within the organizations. An analysis involving companies affiliated to the Brazilian Association of Corporate Communication (Aberje - Associação Brasileira de Comunicação Empresarial) enabled us to check whether the communication management is influenced by changes in social and technological contexts, and thus becomes more strategic. In addition, we assessed whether the work in such sectors turned its attention to corporate communication development. Finally, we investigated whether managers’ skills and competencies have changed in order to face the new the organizational contexts and to draw the desired new profile for professionals in this field. In-depth semi-structured or semi-open qualitative interviews were conducted with the managers of communication sectors and the results enabled analyzing the effects of certain aspects described in the interview contents. Concepts such as organization, organizational communication, image and corporate identity were discussed in theoretical dimensions, as well as contemporary management and skills. The results allow stating, among other things, that the relationships mediated by digital communication tools lead to new challenges faced by organizational communication professionals; however, these challenges do not change the importance given to this sector within corporations.
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Machado, Jones. "ESTRATÉGIAS DE COMUNICAÇÃO DA PETROBRAS NO CONTEXTO DE CONVERGÊNCIA MIDIÁTICA." Universidade Federal de Santa Maria, 2012. http://repositorio.ufsm.br/handle/1/6336.
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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior<br>This research theme is organizational communication in the context of digital media convergence and is bounded to the study of the media convergence as a strategic resource organizational communication undertaken by Petrobras in the ambience of the internet. The research problem holds on the assumption that the contemporary scene of Information Technologies and Communication Technologies enables other forms of sociability, different spaces of forms of relationship and interaction between organizations and their audiences. In view of this phenomenon, the types of communication flows are reconfigured, so now we must take into account the possibilities of interaction for different ambiences media empowered to conduct the mapping and analysis of appropriations and communicative practices (BARICHELLO, 2009). The problem can be expressed through the following question: How does digital media convergence is presented as a communication strategy by Petrobras in the ambience of the internet? The overall goal is to understand how a digital media convergence is presented as a strategic resource for communication by Petrobras in the ambience of the internet. Specific objectives relate to: map the communication strategies undertaken by Petrobras in multimedia in the period from January to April 2012; investigate the potentiation of the approach of content in digital multimedia, media convergence and analyze the second articulation of communication strategies undertaken by Petrobras in the ambiance of internet multimedia. The methodology is mixed, a triangulation of methods and techniques in order to study and understand the articulation of strategies for multimedia communication Petrobras institutional. It was decided, in light of the objectives to be answered and the research problem, the case study method (Yin, 2005). As research techniques were used: the content analysis adapted from Bardin (1977), covert and non-participatory observation (JOHNSON, 2010) and the asynchronous semi-structured online interview (JOHNSON, 2010). It was noted that the redirection of content by providing pointers (links) was present in 48.83 studied units, the creation of specific content for a particular media corresponding to 43.25; the adaptation of content with different approach to other digital media was detected in 7.90 of units of study; while the ability to transpose the content of digital media to another was not detected in any of the units tested. It was noted also that the blog Fatos e Dados has a central function in the process of communication which Petrobras establishes with the society and in the circulation of information between digital media studied.<br>Esta pesquisa tem como tema a comunicação organizacional no contexto de convergência midiática e está delimitada ao estudo desta como recurso estratégico de comunicação organizacional empreendida pela Petrobras na ambiência digital. O problema de pesquisa ampara-se no pressuposto de que o cenário contemporâneo das Tecnologias da Informação e da Comunicação (TICs) viabiliza outras formas de sociabilidade, diferentes espaços de relacionamento e formas de interação entre as organizações e seus públicos. Em face desse fenômeno, as tipologias de fluxos comunicacionais são reconfiguradas e, portanto, atualmente é preciso levar em consideração as possibilidades de interação propiciadas pelas diferentes ambiências midiáticas para proceder ao mapeamento e à análise de apropriações e práticas comunicacionais (BARICHELLO, 2009). A problemática pode ser expressa por meio da seguinte questão: De que forma a convergência midiática se apresenta como estratégia de comunicação pela Petrobras na ambiência digital? O objetivo geral é compreender de que forma a convergência midiática digital se apresenta como recurso estratégico de comunicação pela Petrobras na ambiência digital. Os objetivos específicos referem-se a: mapear algumas das estratégias de comunicação empreendidas pela Petrobras em multimídias no período de janeiro a abril de 2012; investigar a abordagem de conteúdos em multimídias digitais; e analisar a convergência midiática segundo a articulação de estratégias de comunicação empreendida pela Petrobras em multimídias na ambiência da internet. A metodologia é mista, uma triangulação de métodos e técnicas, a fim de se estudar e compreender a articulação das estratégias de comunicação da Petrobras em multimídias institucionais. Decidiu-se, em face dos objetivos a serem respondidos e do problema de pesquisa, pelo método do Estudo de Caso (YIN, 2005). Como técnicas de pesquisa foram utilizadas: a análise de conteúdo adaptada de Bardin (1977), a observação encoberta e não participativa (JOHNSON, 2010) e a entrevista online assíncrona semiestruturada (JOHNSON, 2010). Constatou-se que o redirecionamento de conteúdo por meio da disponibilização de apontadores (links) esteve presente em 48,83% das unidades estudadas; a criação de conteúdo específico para uma determinada mídia correspondeu a 43,25%; a adaptação de conteúdo com abordagem diferente para outra mídia digital foi detectado em 7,90% das unidades estudadas; enquanto a possibilidade de transpor o conteúdo de uma mídia digital para outra não foi detectada em nenhuma das unidades analisadas. Constatou-se também que o blog Fatos e Dados possui função central no processo de comunicação que a Petrobras estabelece com a sociedade e na circulação de informações entre as mídias digitais estudadas.
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Lasta, Elisangela. "Processos comunicacionais na mídia digital: estratégias sociotécnicas de visibilidade e legitimidade nos blogs corporativos." Universidade Federal de Santa Maria, 2012. http://repositorio.ufsm.br/handle/1/6320.
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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior<br>This dissertation has as its theme the communication processes developed organizations in the digital media / corporate blog, which is enclosed in the examination of socio-technical strategies of visibility and legitimacy undertaken in 16 blogs the corporate Medium-Large Business and Large Business of the blogsphere Brazilian. The overall objective is to develop an array of strategies for socio-technical visibility and legitimacy for corporate blogs with the intention of responding to problem: what strategies sociotechnical practiced organizations in promoting corporate blogs that search visibility and legitimacy '. The methodology uses empirical research proposal mediated computer (Johnson, 2010), from two main methods for research qualitative: the hidden field observation and non-participatory and triangulation methodological techniques. The theoretical approach and methodology developed in this research focused on the finding that 68.75% of companies are conspicuous by their field of study sociotechnical strategy of visibility positioned at the level of relationship intermediate and 75% by sociotechnical strategy of legitimacy positioning also returned to the relationship and intermediate level. The positioning of relationship besides having preferably is at intermediate level and therefore absorbed in the socio-technical strategies of visibility and legitimacy in more than half corporate blogs the field of study.<br>A presente dissertação tem como tema os processos comunicacionais desenvolvidos pelas organizações na mídia digital/blog corporativo, que é delimitado no exame das estratégias sociotécnicas de visibilidade e legitimidade empreendidas em 16 blogs corporativos das Médias-Grandes Empresas e Grandes Empresas da blogosfera brasileira. O objetivo geral é desenvolver uma matriz de estratégias sociotécnicas de visibilidade e legitimidade para os blogs corporativos com o intento de responder à problemática: quais estratégias sociotécnicas praticadas nos blogs corporativos pelas organizações promovem a busca de visibilidade e legitimidade?. A metodologia utiliza a proposta de pesquisa empírica mediada por computador (JOHNSON, 2010), a partir de dois principais métodos para pesquisas qualitativas: a observação de campo encoberta e não participativa e a triangulação de técnicas metodológicas. O percurso teórico e metodológico desenvolvido nessa pesquisa incidiu na constatação de que 68,75% das empresas do campo de estudo primam pela estratégia sociotécnica de visibilidade com posicionamento de relacionamento no nível intermediário e 75% pela estratégia sociotécnica de legitimidade com posicionamento também voltado ao relacionamento e com nível intermediário. O posicionamento de relacionamento além de ter preferência se encontra em nível intermediário e, portanto, absorvido nas estratégias sociotécnicas de visibilidade e legitimidade em mais da metade dos blogs corporativos do campo de estudo.
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Molund, Emma. "Den digitala strategin : En rapport om arbetet med en digital strategi för ett litet, nystartat företag." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-24041.
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Social media, such as Facebook, Instagram and Twitter, have become popular platforms for social communication, and, increasingly, also important channels for business marketing. For a business intending to use social media for marketing, however, developing a strategy and building a trademark can be a challenge. This report describes how a small, newly established business enterprise can develop a digital strategy with clear goals and practical guidelines. The report describes a digital strategy for Gelato Scarfó and shows how this strategy is made concrete through a set of guidelines. The guidelines develop a trademark for identification and loyalty, and give advice on how new materials can be made consistent with the trademark.
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Yáñez, de Aldecoa Cristina. "Anàlisi de la implantació de les TIC als museus d’Andorra. Bases per al disseny i desenvolupament d’una estratègia d’avaluació com a eina de gestió." Doctoral thesis, Universitat d'Andorra, 2016. http://hdl.handle.net/10803/353859.
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L’ús i la incorporació de les TIC a la societat del coneixement està cada cop més estès. La tecnologia pot jugar un paper important en la posada en valor del patrimoni del segle XXI. En el cas dels museus cada cop és més evident la necessitat de diversificar l’oferta existent davant l’augment de la demanda per part dels visitants d’eines per interpretar i amb les que interactuar amb el patrimoni. L’objectiu dels museus respecte a la introducció de les TIC pot variar influenciat per factors diferents, ja sigui la mida del museu, el tipus de tecnologia utilitzada, o l’ús que en fan els visitants.
Aquesta recerca vol analitzar la integració de les TIC i l’ús que se’n fa a les institucions museístiques andorranes. Caldrà veure quin és el paper que juguen les TIC i quins serien els beneficis principals resultants de la seva introducció.
La recerca presenta els objectius específics següents: (1) identificar els factors determinants en la implantació d’un projecte TIC en un museu; (2) analitzar la situació dels museus a Andorra; (3) diagnosticar el grau d’implantació de les TIC als museus d’Andorra i (4) determinar-ne la seva l’estratègia digital. La metodologia proposada és qualitativa amb instruments com els qüestionaris.
Els resultats han de permetre concloure com els gestors dels museus apliquen els seus coneixements disciplinaris en la incorporació i l’ús de les TIC, i analitzar com aquestes poden esdevenir una eina per la millora de la planificació estratègica dels museus.<br>The use and incorporation of ICT in the knowledge society is increasingly widespread. Technology can play an important role in the value of the assets of the 21st century heritage. In the case of museums the need to diversify the existing supply is becoming clear due to the visitors’ increasing demand of tools for interpretation and interaction with the heritage. The purpose of museums in regard to integration of ICT can vary, influenced by the size of museums, the kind of technology used, as well as the use of ICT by visitors..
This research focuses on the use of the ICT made by the museums in Andorra, willing to analyze the adaptation to new technologies and the role played by ICT resources to find out which would be the main benefits resulting from the introduction of technologies in museums.
The research focuses on the following specific goals: (1) identification of determing factors in the implementation of an ICT project in a museum; (2) analysis of museums in Andorra; (3) diagnose the ICT implementation degree of museums in Andorra and (4) determine the digital strategy at the andorran museums. We propose a qualitative methodology using tools such as questionnaires.
The results will allow us to conclude how museum managers apply their knowledge of museums’ discipline in incorporating ICT and see how far and in which way museums can use the incorporation of ICT to improve strategic planning in museums.
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Jarhult, William, and Tobias Köhler. "Corporate strategy in digital- and social media." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20712.
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The purpose of this study was to investigate how companies have linked their corporatestrategy with their digital- and social media strategy. The authors believed that these strategieshad to be connected somehow and wanted to research it further.Qualitative research methodology was utilized in this study. The research data consisted oftwo semi-structured interviews with one employee at Hestra Gloves and one at Kronfönster.The interviews were made after the same protocol in form of questions and documentation.The result of the interviews revealed that both Hestra Gloves and Kronfönster had overallbusiness core values which were reflected in their strategies. Hestra Gloves had a generalbusiness idea which was used as a corporate strategy, they also had a social media strategyand they had working guidelines for their digital channels. Kronfönster followed their corevalues which permeate the whole organization and they had guidelines for both corporatelevel, digital level and social media level.The findings show that the companies which were investigated have linked their corporatestrategy with their digital strategy in a medium way. The findings also show that theinvestigated companies have linked their corporate strategy with their social media strategy ina medium way. The authors conclude that some strategy components are linked in a strongway and that some components are linked in a weak way.
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Nykvist, Marilde. "Den ideala digitala strategin för den ideella organisationen : Arkitekturen av en sociala medier-strategi för en en ideell organisation." Thesis, Södertörns högskola, Medieteknik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30736.
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Without doubt usage of social media is increasing rapidly and globally in all levels of societies and organizations. Businesses of all shapes and sizes are embracing Social Media as an important marketing tool. Social Media provide many opportunities for non-profit organizations to increase their presence, impact, communication and efficiency. Many non-profit organizations lag behind in incorporating social media marketing into their daily operations. More than half of the non-profit organizations included in this study thought they could be more active on social media and declared they were in need of a social media strategy. Social media is challenging and establishes new hierarchies, cultures and responsibilities. Also, Social media demands time and interactive content which means you need to find new creative ways of looking at your organization’s communication. If no map is outlined for how social media marketing should be done how should the organization know how to coordinate in the world of digital marketing? This study therefore employed a content analysis of a non-profit organization’s social media marketing on Twitter, Facebook and LinkedIn. The study also includes a survey of how 17 non- profit organizations are utilizing the potential of the social media technologies to carry out their programs and services. Together with a theoretical framework and an interview with a Social Media expert this revealed eight important parts that should be included in a social media strategy. The eight elements are visually presented in a conceptual model as well as put in practice as a strategy with concrete guidelines for the non-profit organization Swedish-American Chambers of Commerce-USA. This report is an examination of the development of a social media strategy for a non-profit organization which resulted in a strategy to help strengthen the organization's voice online and illuminate the organizations reliability and aim.
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Bång, Andreas, and Joy Hell. "Digital Marketing Strategy : Social media and its contribution to competitiveness." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44984.
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Purpose The purpose of this study is to explore how the use of social media can contribute to a firm‟s competitive position and identify the key factors that lead to a successful use of social media. Research 1. How can social media within digital marketing strategy contribute to Swedish SME‟s ability to compete? 2. Which are the key factors for successful application of social media for Swedish B2B companies? Methodology The study has used a qualitative research with both semi structured interviews and email correspondence. Three Swedish SME‟s that operate within the manufacturing industry were selected as case companies. Findings Social media can contribute to a firm‟s competitive position as long as the firm has a well-established network and has studied the adequate platforms to utilize before the implementation. Social media can also increase brand awareness among B2B companies. Managerial implications Companies which are working in an international context can find it beneficial to integrate social media platforms due to its strengthening effects on relationships, both new and existing. Companies should also investigate the different digital platforms that are available in order to find the applications that adapt best to the company and its industry before the implementation. Theoretical implications By applying social media to a firm‟s network it will increase brand awareness and make the network with stakeholders stronger. This study verifies previous research that claims that digital marketing strategies can act as an instrument of competitiveness. Limitations The amount of companies investigated in this study is too small to generate representative results that can act as a guidance for other companies in other industries. Only B2B companies from one Swedish region were studied and they all belonged to the manufacturing industry. Future research It is of high interest to verify this research with more profound qualitative and quantitative research, especially with a greater sample of case companies. Keywords: Digital marketing strategy, social media, networking, relationships, brand awareness
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Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.
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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions: RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose: The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy. Methodology: Qualitative approach, multi case study, semi-structured interviews Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.
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Lashgari, Maryam. "Digital Marketing Strategy:B2B and Stakeholders Communication." Doctoral thesis, KTH, Skolan för industriell teknik och management (ITM), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-220144.
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Since digital media entered the business domain, many different tools and platforms have transformed the nature of business communications. This transformation has not been easy, since the journey has been accompanied by challenges from the marketers’ side against the adoption of the new platforms into the firm’s communication channels. Business to business marketers have also been engaged in such challenges by maintaining a slow adoption, which has motivated the researchers to study the adoption of different means and tools of digital communication in a business context. Through this research, I contribute by exploring the adoption strategies of digital platforms in the B2B supply chain including B2B firms, retailers and end users. By digital media, I mainly refer to social media and beacon technology. First, I begin this thesis by identifying the adoption and integration strategies of social media and digital marketing into traditional marketing channels in a B2B context. In this part, I identify the B2B firms’ target audience and propose a model facilitating a B2B firm’s practical social media adoption strategies. Second, to explore the benefits of different social media content sharing approaches derived from information accessibility resulted in the prior study of this thesis, I introduce and examine Public and Gated-Content sharing approaches. Thereafter, assisted by Social Power Theory and Resource Dependence Theory, I examine the effect of Public and Gated-Content sharing approaches on the target audience’s willingness to interact with the firm. The findings of this study reveal that Gated-Content approach can help the firms build closer relationship with the target audience and engage them in a co-creation process. Third, by studying proximity marketing through the adoption of beacon technology in the retail context, I explore the current methods of usage, as well as the benefits and challenges of in-store proximity marketing adoption for content sharing purposes. I complete the thesis by presenting the different challenges of such adoption, which consist technical, human behavior, managerial perception, resource and privacy factors. Finally, I identify the need to integrate the physical aspect of place and location back again into the online digital communication channels within a retail context.<br><p>QC 20171219</p>
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Pearson, George David Hooke. "`Source Blindness’ in Digital News: Predictors of Processing Source Cues in Social Media." The Ohio State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=osu1563544987037169.
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Amerian, Irsa, and Natallia Pisareva. "Integrating Social Media into the Marketing Communication Strategy : The Case of ID24." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18314.
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Problem: Integration of social media tools in marketing practice of B2B companies is not a widespread phenomenon yet. However, particular patterns of involvement already exist. Companies get connected through social media and they use Web 2.0 tools to engage the customers in communication and to interact and build relationships with them. Purpose: The overall purpose of this thesis is to deepen and broaden the knowledge of the application of social media into the communication strategy of B2B micro-firms. It aims to compare the integration of social media in direct and indirect, or through publications in press, ways of communicating the customers, and investigates if social media are an appropriate tool to build relationships with the customers. Method: In order to fulfil the research purpose, authors conducted a case study research, used an inductive approach, and gathered the primary data through observation and interviews. Respondents were representing a supplying company, mass media professionals and retailing companies. Conclusion: Integrating of social media channels can be performed through linking different online platforms of the company, engaging its business partners in joint projects and following customers’ preferences in their choice of the appropriate channels. Results of the study illustrate that social media can empower the companies to create, maintain and reinforce relationships both with customers and mass media professionals. The study differentiates various social media platforms in their relevance for communication with customers and mass media professionals. It demonstrates that the blend of the social media and traditional platforms employed by a company is not a constant, but rather a dynamic combination, coordinated with the goals and resources of the company and its marketing strategy. Finally, it suggests companies to be consistent and persistent in developing their social media strategy, providing timely and constantly updated information.
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Reis, Gitaine. "EFFECTIVENESS OF SOCIAL MEDIA MARKETING STRATEGIES FOR BEAUTY ACCOUNTS ON INSTAGRAM." Scholarly Commons, 2021. https://scholarlycommons.pacific.edu/uop_etds/3748.
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Social media content strategies have been created and used for years as a way to advertise and influence market decisions in various industries. The reason for their effectiveness should be adequately studied so that we can have a better understanding of which strategies are successful and which ones are not. This study identifies effective social media content strategies, with a focus on brand and customer-centric strategies. After a content analysis of 251 Instagram posts from Huda Beauty and Glossier’s accounts, the hypotheses stating that brand-centric strategies will be more effective and all the strategies will be a useful way to determine the outcome of future Instagram posts are partially supported. This research contributes to best practices in social media marketing in order to understand the effectiveness behind content strategies.
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Wang, Yunchun, and Anna Ivanova. "Social Media Strategy in the Chinese Market : Weibo Platform Case Study." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-230193.
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Problematisation Previous study has indicated that social media is an effective marketing tool. Moreover, Weibo, a Chinese social network contains large potential for the companies. However little theoretical guidance exists on what are the key features of Weibo marketing. Purpose and research question The purpose of this study contributes to a better understanding of the social media by analyzing the advantages and disadvantages of Weibo for Western companies that expect to launch a successful marketing strategy. Methodology This research is done through qualitative approach and is of an abductive nature . It uses a case-study methodology and relying on empirical data and theoretical conceptions. The main empirical findings are based on collection of 13 personal interviews. Results and conclusion The result of this paper contributed to deep understanding of Weibo marketing. Therefore, the theoretical guideline in form of model has been developed and includes 8 key features (4 advantages and 4 disadvantages) that should be considered by Western companies in order to apply successful marketing strategy on Weibo.
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Vann, Portia L. ""Gateway to the sideline": Brand communication on social media at large-scale sporting events." Thesis, Queensland University of Technology, 2018. https://eprints.qut.edu.au/123653/1/Portia_Vann_Thesis.pdf.
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This thesis investigated how sport organisations use social media to communicate at international sporting events. Combining participant observation, interviews and Twitter data analysis, it examines two cases – the AFC Asian Cup and Netball World Cup – to document, analyse and compare the creation and implementation of social media strategy. This research uncovered that the development of social media strategy comprises six key pillars: volunteer selection and training, setting objectives, audience segmentation and targeting, platform-based approaches, content creation strategy and moderation of fan conversation. However, within these foundational categories, the specific strategy enacted varies, depending on the event's position in the market.
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Laguda, W. B. "Electronic government, information communication technologies and social inclusion." Thesis, University of Salford, 2003. http://usir.salford.ac.uk/26767/.
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The UK's E-Government agenda was found on the principles of improving the quality of services offered to the public by Central and Local Government. This would be made possible through various national projects. Most notable were the use of Customer Relationship Management (CRM) and Community Informatics involving the use of public libraries and outreach workers. However there is growing fear on the emergence of inequalities between the information rich and information poor termed the 'digital divide'. This has prompted the subject of research - to explore the reality of e-government in reducing social exclusion. Both qualitative and quantitative research techniques are used to this end. Analysis is made on the use of CRM in 27 Local Authorities including a detailed case study at Newham Council and a public survey in Salford. Universal access and social inclusion is tackled through the analysis of public libraries in Salford offering ICT services. In addition the effects of free ICT courses organised by Salford City Council on a number of community groups was included in the survey. The findings confirm the widespread use of CRM and reveal a series of barriers to its success. These include a lack of skilled CRM staff, inefficiencies in channel management, high emphasis on technology, and low levels of ICT usage. Results from the public library survey also revealed some barriers. Inadequate staffing levels, inappropriate training, and lack of IT support were all identified. In addition the library failed to attract novices and new users. The evaluation of Community Informatics in Salford showed the problems faced by outreach workers. As well as providing some academic research in a field lacking representation in IS research (due largely to recent emergence), the thesis also contributes to E-Government practice by, highlighting issues often over looked in its implementation, addressing its failures, and providing some reasoning on the current situation.
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Gustavsson, Niklas. "Create, maintain and reap the rewards of a social media strategy." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-208998.
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This report analyzes the effects that social media marketing has on companies who choose to invest in a social media strategy. Previous research has looked at separate parts of a social media strategy, but no holistic view of the entire life cycle of a social media strategy has been created. Further, this report looks at what companies who choose to invest in a strategy gain from it in terms of different sources of business value. Advertising over digital media has increasingly taken market shares from more traditional advertising such as print, radio and TV. A large portion of this digital advertising is done through social media in the form of directing content at a specific target audience using the various social media platforms marketing algorithms. This increase in digital advertising is coupled by more companies choosing to create a social media presence. However, often have these social media presences failed to net any results due to a lack of understanding of the social media environment and how the consumers use the platforms. A case study was conducted on Marvelous, a Nordic digital agency specializing in social media. The case study also analyzed one of Marvelous’ clients who has invested in a social media strategy through them. The reason for this case study was to see how social media marketing is done in practice by a leading company within the industry. To complement the case study and get a less nuanced view of the development of a strategy and the results of it, qualitative interviews were held with other industry professionals who have worked with social media for several years. The results show that the life cycle of a social media strategy is made up of six stages: the pre-assessment stage, the strategy creation stage, the basics & hypotheses stage, the maturation & capitalization stage, the short-term evaluation stage and lastly the long-term evaluation stage. These different stages help companies in creating a strategy to guide social media efforts sustainably over a long period, leading to economical sustainability of the companies through granting advantages such as increased brand strength, increased sales and reaching a new consumer basis amongst other advantages. These advantages are gained while simultaneously strengthening the bond between consumer and company through the two-way communication that social media has enabled.<br>Denna rapport analyserar effekten som marknadsföring via sociala medier har på företag som bestämt sig för att investera i en social mediestrategi. Tidigare forskning har utforskat olika delar i en social mediestrategi, men ingen holistisk vy av hela livscykeln har skapats. Vidare så tittar denna rapport på vad företag som har investerat i en strategi får ut av det i form av olika källor av affärsvärde. Marknadsföring över digitala medier har ökat och fortsatt tagit marknadsandelar från mer traditionella källor såsom print, radio och TV. En stor del av denna digitala marknadsföring görs via sociala medier genom att rikta ett budskap mot en specifik målgrupp med hjälp av de olika sociala plattformarnas marknadsföringsalgoritmer. Denna ökning av reklam via digitala medier syns även i form av att fler företag väljer att skapa en närvaro på sociala medier. Däremot så misslyckas ofta denna sociala närvaro att gynna företag på grund utav en brist på kunskap om det sociala medielandskapet och hur kunder använder dessa plattformar. En fallstudie gjordes på Marvelous, en nordisk digitalbyrå som specialiserar sig inom sociala medier. I denna fallstudie undersöktes även en av Marvelous kunder som har investerat i en social mediestrategi via dem. Anledningen till denna fallstudie var att se hur denna marknadsföring görs i praktiken av ett ledande företag inom industrin. För att komplettera fallstudien och få en mindre nyanserad bild av utveckling av en strategi och dess resultat så utfördes även intervjuer med andra experter inom industrin som har arbetat med sociala medier i ett flertal år. Resultaten visar att en livscykel för en social mediestrategi är uppgjord av sex skeden: förhandsbedömning, strategiskapande, etablering och hypotesprovning, mognads- och kapitalisering, kortsiktiga utvärderingar och slutligen långsiktiga utvärderingar. Dessa skeden hjälper företag att skapa en strategi för att vägvisa deras insatser på sociala medier hållbart över en lång period vilket kan leda till ekonomisk hållbarhet för företagen. Detta genom fördelar såsom ökad varumärkesstyrka, högre försäljningsgrad, att nå ut till en ny kundbas och andra fördelar därtill. Dessa fördelar fås medan företagen samtidigt stärker bandet mellan kund och företag genom den tvåvägskommunikation som sociala medier har möjliggjort.
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Silvestri, Lisa Ellen. "Friended from the front: social media and 21st century war." Diss., University of Iowa, 2014. https://ir.uiowa.edu/etd/5633.
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Using Facebook from a theater of war provides a particularly unique vantage point from which to study the broader shift in our communication environment. While many communication technologies began in warzones for mission purposes--connecting planes to the ground, connecting and coordinating strikes and ambushes, reporting needs for medics, and so on, warzones are not known for connecting the war front and the home front. Thus the culture of perpetual contact ushered in by social media technologies like Facebook collides with a situation quintessentially associated with a lack of contact. Surprisingly this point has received little scholarly attention.
This dissertation examines the way US troops use Facebook from a theater of war to narrate their experiences to their civilian network members, to each other, and to themselves. The project explores how US troops define and are defined by existing discourses of war; how they shape and are shaped by technological advancements, and how all these relationships are changing what "war" means in this millennium. Data include 20 semi-structured in-person interviews, which took place on active bases in Okinawa, Japan and Camp Pendleton, California. Data also include the field notes from those visits as well as field notes and screen captures of Facebook observations.
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De, Zuani Arianna <1991>. "Digital Marketing in China: An analysis of the social media strategy of Tod's Group." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11611.
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In recent years, digital marketing has rapidly developed in China and it has attracted an extensive part of the Chinese population, especially for what concerns apparel and footwear. A lot of Italian firms and “made in Italy” brands consider the Chinese digital market as the perfect field to expand themselves into the East-Asian area.
The objective of this study is to comprehend the strategies used by some Italian fashion companies in order to enter the Chinese market in terms of digital marketing and communication, with particular attention to the strategies adopted by Tod’s Group.
The thesis is divided into four chapters.
The first chapter of this dissertation focuses on explaining the meaning of “digital marketing”, that is marketing of products including different channels of communications compared to the traditional ones. The big, wide and enormous channel is the internet, that contains a lot more concrete media, such as display advertising, chats, e-commerce online websites, m-commerce services and social media. As any marketing strategy, digital marketing requires an understanding of the customer behavior, in this case Chinese customers.
The second chapter analyzed the Chinese market starting from a general overview of the country’s situation regarding the marketing communications and the potential implications including those related to the cultural dimension -such as brand-loyalty, gift-giving behavior- as an essential basis for the market segmentation. Hereafter, an analysis of the most used digital communication channels in China is provided with particular attention to Chinese social media, which represent a whole completely different and new world from Western social media, pointing out, in this case, not the influence of cultural values, but the political elements –communism, state control, rules- that could affect this type of communication.
The third chapter carries out a review about the specific sector of Italian fashion, including clothing items, eyewear, footwear, etc., and which companies have invested in the digital marketing to China the most, in order to understand their communication strategy and how they manage to properly communicate in this country. A digression on the work of advertising agencies is given in order to understand how they help companies with the digital communication, with a closer and concrete look on the experience of the Italian communication agency “Young Digitals” and its work with Italian companies that intend to expand worldwide, but especially in the Chinese market.
The fourth part of this thesis is devoted to the analysis of the social media strategy of Tod’s Group, a leading company in the apparel and footwear sector. Tod’s is an Italian company that managed to find a space in the Chinese marketing in two significant ways: by maintaining the “made in Italy” label as expression of high quality and good taste, and by entering a key social media channel (ie. Weibo) and adopting specific communication strategies, including collaborations with famous influencers to expand their audience.
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Więckowska, Natalia Joanna, and Roxana Stefania Danila. "Being social when crisis knocks : Why and how companies use social media to communicate in a time of crisis." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18403.
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Over the past years communication patterns have been changing continuously due toincreased public demand for information and knowledge. Numerous social networks andwebsites have escalated and gained the attention of the academics and practitioners, as wellas the business society. Previously scholars researched this field of interest from differentperspectives. Thus it could be stated that the emphasis was put on the impact of the certainsocial media networks in terms of communication strategy. However, no holistic approachhas been noticed in regards to why and how companies can use different mediasimultaneously in order to overcome a crisis situation. This research is aimed at filling thegap within existing literature. This thesis complements the previous studies and provides a broader understanding uponthe role of social media in the crisis communication process by the use of the triangulationmethod. This approach refers to the implementation of both quantitative and qualitativestudies based on a questionnaire addressed to various organisations and by observing theactions taken by the company currently facing the crisis situation. The empirical findingsprovided concrete data on why companies use social media and how they can be deployedto communicate with the large audience during turbulent times. The conducted study revealed that even if social media plays an important role in thecommunication and information sharing, traditional media is still perceived as moretrustworthy by the organisations. Therefore, companies in crisis should combine the use ofthese two kinds of media in their corrective actions taken in order to regain public trust andovercome the crisis.
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Miller, Kyle Joseph. "Educational engagement: college radio, digital media, and organizational change." Diss., University of Iowa, 2017. https://ir.uiowa.edu/etd/5813.
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The media are experiencing a digital revolution. Substantial research has been conducted on digital technologies as they change television, print, and commercial radio. However, very little is known about the current digital adaptation in college radio. From increased online consumption, to podcasts and social media, college radio is also embracing digital technologies.
Educational engagement is important in college radio. Alternative and academic structures are being significantly influenced today through digital transformation. The college radio system has faced a number of funding and administrative tensions between stations and their universities. As these tensions continue to affect the growth and development of college radio, they should be studied.
This study investigates the use of digital technologies in two college radio station case studies. The Kotter Eight Steps of Organizational Change Model is used to analyze the change process. This model is used to analyze an urgency to create change, the role of group collaboration, and how organizational visions are established, communicated, and used to create and anchor change. Issues of leadership, decision-making, and personal and group agency are also examined as part of each station’s theoretical implications.
Through qualitative in-depth interviews and college radio station in-person and social media observations, this dissertation seeks to answer the question of how administration, staff, and management have incorporated digital media into college radio. This research also serves as a platform for a current look into how college radio is changing and can guide future research about station digital use and organizational change.
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Frisch, Yannik Felix, and Jaakko Alarik Tawast. "Digital Sports Sponsorship : The Impact of Digital Communication Channels on Sponsorship Relationships." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-164732.
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Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.
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Mahoney, Jessica. "The Ice Bucket Challenge and Its Name Calling Strategy through Social Media| A Descriptive Statistical Analysis." Thesis, University of Louisiana at Lafayette, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=1593228.
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<p> Social networking sites are expanding the horizons of awareness campaigns by creating avenues for mass diffusion. The Ice Bucket Challenge, an ALS awareness campaign, diffused globally on social media platforms. The purpose of this research is to investigate the public perception of the Ice Bucket Challenge and its name calling strategy. The name calling strategy identified individuals by name and publicly nominated them on social media to participate in the campaign. This study investigates psychological reactance in the unique context of an interactive social media-based campaign. It seems that the name calling strategy was not perceived as a threat to freedom because it was communicated through close personal relationships on social networking sites. While the name calling strategy seems to have been a powerful propellant for diffusing the Ice Bucket Challenge, it also had an excluding effect. Nearly half of those did not participate in the Ice Bucket Challenge (46.1%) reported that they would have participated if they had been nominated.</p>
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Oredsson, Lindsey. "Communicating Responsibility : Audience reception of CSR communication on social media." Thesis, Stockholms universitet, Institutionen för mediestudier, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-104697.
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This study offers insight into international audience reception of Corporate Social Responsibility (CSR) communication. Swedish companies are currently reaching international audiences through a variety of social media channels and this study analyzes how audiences in Sweden and the U.S. respond to specific messages. Qualitative interviews with professionals offer background information on how CSR is currently communicated while audience responses to CSR communication are gathered through a web-based survey and focus groups consisting of American and Swedish citizens. Results indicate that the two countries have more similarities than differences. Americans have a slightly more positive outlook on the communication and they are more likely to look up information about CSR initiatives after hearing a corporate message. This might indicate a more profound interest. Cultural and social differences are given as a possible explanation for the key differences.
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Botton, Elisa <1993>. "Social Media, SEO and Google Ads in Digital Marketing Strategy: A Case Study on EcorNaturaSì." Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/13829.
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The master dissertation explores the implementation of a digital marketing strategy in all its functionalities. The thesis is developed following a mantra: content is king, distribution is queen and context is god.
The first chapter focuses on the evolution of consumer decision journey throughout the years and the development of touch-points from off-line to on-line activities, strictly tied to users' behavior role on-line.
The sections introduce the strategy for an efficient social media management, best practice and functionalities for each social media platforms.
At the end, the chapter introduces which are the main KPIs to evaluate social media strategy's activities and results.
The second chapter develops an overview of the main element in Search Engine Marketing (SEM). Starting with the ongoing updates of Google algorithm, the sections explore how the techniques of Search Engine Optimization (SEO) are using even more a user-centric approach. We have focused the attention on the main SEO techniques and the main KPIs to consider in its evaluation. The last chapter's section is about the implementation of paid optimization activities on Google Ads. Simultaneously, the chapter introduces the element needed to implement an efficient Facebook Adv strategy.
The last chapter introduces the EcorNaturaSì S.p.A case study. After a general overview about company's history, its on-line presence highlights and the ongoing relation with the web agency MOCA Interactive, follows a data analysis.
The analysis starts considering the interaction between organic and paid source of traffic website, then it evaluates the Google Ads campaigns and it ends with a general analysis on how the social media specialists manage the EcorNaturaSì Facebook page.
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Brojakowski, Benjamin. "Digital Whiteness Imperialism: Redefining Caucasian Identity Post-Boston Bombing." Bowling Green State University / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1499383965589843.
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Fernández, Planells Ariadna 1983. "Keeping up with the news: youth culture, social activism & digital communication." Doctoral thesis, Universitat Pompeu Fabra, 2016. http://hdl.handle.net/10803/371740.
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Esta tesis presenta una exploración global del uso de medios e información a partir del estudio de las generaciones más jóvenes, tanto en su día a día así como en situaciones excepcionales. Para tal fin, hemos abordado los hábitos de consumo de medios, noticias e información de jóvenes y activistas, los soportes utilizados para el consumo de información, las motivaciones para consumir-la de un medio u otro, en un soporte u otro y las demandas de la juventud sobre los contenidos informativos.
Se trata de una tesis doctoral por compendio de artículos. Los seis artículos que la componen contribuyen, de este modo, a aumentar la comprensión de las actitudes informativas de las personas jóvenes en etapas, edades y contextos distintos. A partir de una primera aproximación al consumo mediático de jóvenes adolescentes en sus rutinas diarias, la tesis se adentra en un contexto específico (el activismo) y en una práctica mediática definida (la búsqueda de información). El resultado presenta un escenario amplio y completo de la ecología de medios de las personas jóvenes y, concretamente, de los/las jóvenes activistas de los nuevos movimientos en red como el Movimiento 15M o el Umbrella Movement. De este modo, nuestra investigación aporta conocimientos sobre un segmento de la población de vital importancia para comprender el futuro de la comunicación, dada su condición de ciudadanos jóvenes, activos y comprometidos con la sociedad. Además, aporta modelos de análisis que pueden ser utilizados para futuras investigaciones o por parte de otros investigadores.<br>Aquesta tesi presenta una exploració global de l'ús de mitjans i informació d'actualitat a partir de l'estudi de les generacions més joves, tant en el seu dia a dia així com en situacions excepcionals. Hem abordat l’estudi dels hàbits de consum de mitjans, notícies i informació de joves i activistes, els suports utilitzats per consumir informació d'actualitat, les motivacions per consumir-la d'un mitjà o d’un altre, amb un suport o un altre i què esperen les persones joves dels continguts informatius.
Es tracta d'una tesi doctoral per compendi d'articles. Sis són els articles que la composen i que contribueixen a incrementar la comprensió de les actituds informatives de les persones joves en etapes, edats i contextos diferents. A partir d'una primera aproximació al consum mediàtic de joves adolescents en les seves rutines diàries, la tesi s'endinsa en un context específic (l’activisme) i en una pràctica mediàtica definida (la cerca d’informació). Els resultats presenten un escenari ampli i complert de l'ecologia de mitjans de les persones joves i, concretament, dels i les joves activistes dels nous moviments en xarxa com el Moviment 15M o l’Umbrella Movement. D'aquesta manera, la nostra investigació aporta coneixement sobre un segment de la població d'importància vital per comprendre el futur de la comunicació, donada la seva condició de ciutadans joves, actius i compromesos amb la societat. A més, aporta models d'anàlisi que poden ser utilitzats per a futures investigacions i/o per part d'altres investigadors.<br>The thesis presents a global exploration of youth information behaviour, both in their daily lives and in specific situations. Media and information consumption habits among young people and young activists have been studied, as well as the media used for news consumption, the motivations to choose information from one media or another, and youth expectations about news content.
This is a thesis submitted in the form of compendium of publications. Each of the six papers contributes to enhance the understanding of young people’s information behaviour in different stages, ages and contexts. The first approach is made through teenagers’ media habits. Afterwards, the thesis delves into a specific context (activism) and a particular media practice (keeping up with the news). The results show us a broad and comprehensive picture of young people’s media ecology. More concretely, it sheds light on the ecology of young activists who participated in the so-called networked social movements, such as the 15M Movement or the Umbrella Movement. Therefore, our research provides insight into a crucial age group that can help us to understand future trends of the communicative landscape. The thesis also provides models of analysis that can be used for future research and/or by other researchers.
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Hjärne, Jessika, and Elin Bergh. "Skapa ditt digitala skyltfönster : En studie om skapandet och betydelsen av dendigitala identiteten i mediebranschen." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19407.
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Googling their employees and job seekers are becoming more common andin that we live our lives more and more on the internet it becomes moreimportant how we act and to think about what you publish on the internet.Each time you press a key, will leave a digital footprint behind and thereforeit’s important to know how to deal with this. The purpose was to describehow a person strategically can proceed to build an identity on the internet toget benefits in the job seeking process in the media industry and to describethe importance of the digital identity in the recruitment process in a smallertown. We’ve used a qualitative approach and made eight interviews withrecruiters from the media and also people who have built a digital identity.We’ve used Bauman’s theory about consumer society, Montoya’s eight lawsof personal branding and also theories about profiling, and communicationsplanning to analyze the material. We’ve found that a digital identity plays animportant role in the professional context in the media industry and cansometimes be crucial if a person gets a job or not. The first thing to do whenbuilding a digital identity is to find your core value, set goals and define thetarget audience in order to adapt to this when you convey your message. It’salso important to choose the right channel to carry the message through. Thedigital identity also needs to be updated and maintained regularly.
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Pruchniewska, Urszula Maria. "Everyday feminism in the digital era: Gender, the fourth wave, and social media affordances." Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/602916.
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Media & Communication<br>Ph.D.<br>The last decade has seen a pronounced increase in feminist activism and sentiment in the public sphere, which scholars, activists, and journalists have dubbed the “fourth wave” of feminism. A key feature of the fourth wave is the use of digital technologies and the internet for feminist activism and discussion. This dissertation aims to broadly understand what is “new” about fourth wave feminism and specifically to understand how social media intersect with everyday feminist practices in the digital era. This project is made up of three case studies –Bumble the “feminist” dating app, private Facebook groups for women professionals, and the #MeToo movement on Twitter— and uses an affordance theory lens, examining the possibilities for (and constraints of) use embedded in the materiality of each digital platform. Through in-depth interviews and focus groups with users, alongside a structural discourse analysis of each platform, the findings show how social media are used strategically as tools for feminist purposes during mundane online activities such as dating and connecting with colleagues. Overall, this research highlights the feminist potential of everyday social media use, while considering the limits of digital technologies for everyday feminism. This work also reasserts the continued need for feminist activism in the fourth wave, by showing that the material realities of gender inequality persist, often obscured by an illusion of empowerment.<br>Temple University--Theses
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Söderberg, Evelina, and Amanda Wissinger. "How a fashion company can create higher brand equity - the importance of using social media." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25907.
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Purpose - With the social media's emergence in recent times, the main purpose of this study is to generate knowledge about social media communication’s impact on consumer-based brand equity, in terms of firm-created and user-generated social media communication. In order to make this possible, knowledge about customer’s perception about a specific brand is required. Furthermore, we are interested in explaining issues concerning how fashion companies can efficiently use social media, and the study’s intention is also to present recommendations of how companies can use social media as a marketing communication tool. Theory and hypothesis – This chapter deals with theory about consumer-based brand equity, where the different components of the model are presented. Also theory about social media, different social media applications and a social media strategy are described. Finally, firm- created and user-generated social media communications impact on brand equity are discussed, which leads to the study’s hypotheses. Methodology – The study has a triangulation consisting of both a qualitative and a quantitative part and has essentially a deductive approach. The study interviewed one expert in the fashion industry and one expert in the area of social media. An interview with the analysed company’s marketing manager was also made. The quantitative study was made on 624 respondents, which were all members of the company’s customer club. 97 of these 624 respondents were investigated in order to observe the impact of firm-created and user- generated social media communication on brand equity. Empirical findings and results – The findings in the study indicate that firm-created social media communication positively impact brand equity, while user-generated did not show to be significant. In this study it was shown that the majority of the respondents use social media, especially Facebook, and the content that most valuable was access to discounts and promotions as well as information about the brand and its products. Conclusion - Our study confirms the importance for companies to use social media as a marketing tool and it should be in all managers’ interest to make use of this channel. Also the importance of having high brand equity is highlighted and how the customer’s perceptions about a brand can be used as guidelines in order to increase brand equity.
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Okojie, Vanessa Omolivie. "Consumerism in the Digital Age: Exploring Innovative Commerce as a Design Strategy for Brand Creation and Implementation." Kent State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=kent1543254649845504.
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Grundin, Olle, and Isabella Sundberg. "Relationer i en digital värld - En kvalitativ studie om PR via sociala medier." Thesis, Stockholm University, Department of Journalism, Media and Communication (JMK), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-40715.
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<p>Social media is by many believed to be the core of a new type of Public Relations. This new PR is called PR 2.0. Most larger companies today are to be find using dif- ferent types of social media to interact with their publics. Each year companies invest more money in this type of digital public relations. Social media is a relatively new online phenomenon and still used at a very early stage. Today there are a lot of differ- ent ideas and theories’ coming from many directions on how to use social media in PR and also what comes out from doing so. Companies invest a lot of money in it, but how’s it done and what’s the return on investment (ROI) in using social media? PR 2.0 is said by its advocates to be a step away from a type of PR that is built on messages to a PR built on two-way communication, dialog and equally beneficial rela- tionships. This essay aims at exploring what PR 2.0 is when practiced, what makes it different from the old PR and how it can be used to manage relations with publics. The focus lies on how the relationships between a company and its publics have developed in the digital world. As a more separate matter of research we have studied how effects from PR in social media can be measured . The essay is based on qualitative interviews performed with Swedish PR communica- tion and social media marketing practitioners. The result from the interviews in com- bination with relevant literature makes the foundation for the conclusions made in the essay. The literature and articles used in the essay is a mix of more general PR theo- ries, theories about PR in practice, social media marketing and digital PR, PR 2.0. The conclusion of this essay is that social media constitutes great opportunities for companies to listen and talk to its publics in a way not possible before. However, the relationships created aren’t always the result of a symmetric two-way communication. Companies use social media to monitor and register what people think about them, which is the characteristic for a form of communication that is asymmetrical. But it is also important to notice that companies that share more and create value for those they are communicating with will build stronger relationships. Social media also makes it possible to identify publics and important individuals by using the medium itself, in a way that is both easy and cost-efficient. The problem with measuring effects from communicating in social media is of a methodological nature. A lot of what happens when communicating in social media is possible to measure and quantify, but the problem lies in explaining what the result means. To set up clear and realistic goals and to do research before engaging in social media is a prerequisite for measuring ef- fects at all.</p>
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Sastre, Miriam. "e-FEMINISM: The Impact of Engaging Men in Digital Campaigning in Spain : How can men be included as allies in digital activism?" Thesis, Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-18795.
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The fresh idea of including men in feminist campaigning might be a reaction to a postfeminist context with much uncertainty towards the feminist movement and arises a never-ending complex and contested issue within the feminist theory. This research aims at understanding the rise of feminist communication on social media, particularly on Instagram, with a special focus on men’s representation and involvement. Therefore, this paper will study men’s engagement in feminist digital campaigning on Instagram; and their representation and participation in this type of activism without ostracizing women. In recent years, social media have gained an increasing number of users, transforming these platforms into daily communication tools. Notably, Instagram has achieved considerable success with a growing use in e-commerce campaigns and social activism. In this context, this report will reduce its scope to Instagram feminist accounts in Spain and will consider the potential of social media for change by conducting surveys to feminist organisations and social media users and analysing the contents published by feminist influencers. All in all, this study responds to existing debates on how (or if) men should be included in the feminist movement. The clear conclusion to this DP is that there is not a simple answer to this matter.
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Cloete, Ewoudt. "An exploration of the strategic implementation of marketing communication within social networking communication context." Thesis, North-West University, 2012. http://hdl.handle.net/10394/9004.
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Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines.
In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix.
During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool was discussed. Thereafter, the study’s main theoretical underpinning, marketing communications was discussed and analysed.
During the empirical phase of the research, a process of grounded theory was firstly followed in order to compile a list of typical social networking communications actions that are performed on social networking platforms. The list of typical social networking communication actions were then compared with the five disciplines of the marketing communications mix and consequently paired, based on their inherent similarities in regards to characteristics.
In an attempt to illustrate the practical use of the paring of social networking actions and the disciplines of the marketing communications mix, the empirical study conclusively followed a process of action research in order to analyse an organisation’s social networking strategy. It was established that the model could possibly increase the strategic alignment of an organisation’s social networking initiatives but that it should only be used as a guiding and adaptable framework as to not hamper the creative capacity of social networking marketing.
It was suggested that a follow-up study explore the ways in which social networking can complement and support other modern as well as traditional marketing initiatives as way to strengthen the case for an integrated approach to professional, strategic marketing.<br>Thesis (MA (History of Art))--North-West University, Potchefstroom Campus, 2013.
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Langášová, Markéta. "Online marketing communication of leadership development company." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264355.
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The main goal of this masters thesis is to analyze current marketing communication of a specific leadership development company active and the Czech market and its effectiveness. Based on the results recommend measures for improvement using appropriate channels. In the first part theoretical background of online communication, strategic framework and measurement of performance is introduced. Statistics, expert surveys and insight from opinion leaders from the field are included to provide more practical and comprehensive understanding of approach to individual channels, current trends and potential future development. Second part is dedicated to analysis of online communication strategy of chosen leadership development company. Analysis are based on interviews with relevant target group, comparison of online activities of competition and clickstream analysis of data from Google Analytics of various communication channels.
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Sorensen, Meghan Marie. "Student Attitudes toward Social Media Technology as an Enhancement to Language Acquisition." BYU ScholarsArchive, 2013. https://scholarsarchive.byu.edu/etd/3783.
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Language students today have grown up with a plethora of technology tools at their fingertips, which has in some cases earned them the title of "digital native". 'Students' high use of technology outside the classroom has led teachers and researchers to believe that technology could be highly effective for language learners when used appropriately. Yet little is known about how students actually react to technology-based tools for language learning purposes. This study seeks to not only understand student attitudes toward technology in general, but also to see how those attitudes might affect student attitudes toward online language learning tools in a social media context. Using a design-based research approach, we implemented a curriculum that utilizes a social networking environment in which students could consume authentic language samples and practice using the language in a controlled environment. Through the analysis of pre and post surveys, it was discovered that age was the most significant predictor of student attitudes toward technology, but that the extent to which students use technology proves to be a more significant predictor when other variables are factored in. Furthermore, it was discovered that general attitudes toward technology do affect the ways in which students will react to a technology-based curriculum. Nevertheless, the way in which a curriculum is presented can be a stronger factor in predicting how the curriculum will be received.
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Pettersson, Tobias, and Daniel Tadesse. "Small enterprises’ marketing strategy in the digital era : A study of hotels in Sweden." Thesis, Högskolan i Gävle, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-30077.
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Aim: The aim of this study is to explore small enterprises’ marketing strategy and the digital tools that can improve their odds in the market against competitors and gain competitive advantage. Method: Qualitative study was conducted using primary and secondary data for this study, where primary data was collected through ten semi-structured interviews. An inductive approach was used to complete this study. The sample taken was seven small hotels and ten respondents who own and manage the hotels. Result & Conclusion: Findings of this study show that digital marketing tools demand fewer resources such as marketing expenses, number of employees, and make marketing activities simpler for the managers of small enterprises. As a result of digitalization, small enterprises are able to implement the marketing mix (4Ps), although their primary focus is price followed by providing customized product/service that fits the customers’ needs to gain competitive advantage. Suggestion for future studies: We found in our study that one hotel did not use social media at all, and it would be interesting to know if there are more enterprises that do not use it as well. Therefore, in future studies, a larger sample would produce more data about the use of social media by small enterprises. Additionally, this study was conducted in a developed country context and further research would be beneficial to emerging-market countries if it is conducted in their context. Finally, a deeper investigation of marketing strategy between different sizes of micro and small enterprises can provide greater knowledge about how they operate. Contribution of the thesis: This study has contributed to small enterprises’ marketing strategy, which shows that they focus on customer preferences rather than what their competitors offer. It also contributes to SMEs’ digital marketing where digitalizing an enterprise’s marketing activities decreases costs and increases dynamic capabilities to gain and maintain a competitive advantage. Moreover, this study provides new thoughts about the marketing mix for SMEs, which includes that cost leadership strategy is mostly used, hence, making them the price followers. In other words, they set their prices based on their competitors.
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Stanovsek, Shelby. "Cultivating Digital Mindfulness in an Era of Constant Connection: A Phenomenological Exploration of College Students’ Digital Detox." Thesis, University of Oregon, 2019. http://hdl.handle.net/1794/24185.
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The “always on” culture of constant connectivity afforded by the ubiquity of smartphones and social media has profoundly influenced society, reorienting our sense of self and connection to others. This thesis particularly investigates the impact of these technologies on present-day college students, who are among the first to incorporate these tools into their ongoing identity development processes from adolescence into emerging adulthood. Specifically, it explores how the absence of everyday devices during a “digital detox” alters their experiences of self, socialization, and ways of being in the world. Phenomenological analysis through participant observation and interview methods reveals how the digital detox provides an opportunity for these emerging adults, who have grown up predominately using these technologies of virtual extension—values espoused in a culture of constant connection— to recognize the value of embodied experiences. The digital detox experience can encourage the cultivation of more digitally mindful media and technology use.