Dissertations / Theses: 'Digital leaders'

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Barden, Pollie. "Older people and digital technology : from digital learners to digital leaders through participatory design with community-based organisations." Thesis, Queen Mary, University of London, 2017. http://qmro.qmul.ac.uk/xmlui/handle/123456789/31709.

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It is predicted that there will be more people over the age of 65 than under 5 by 2050 in developed countries. In recognition of the needs of an ageing population, there is a growing field of research in HCI focused on engaging older people with digital technologies. This thesis contributes to the field of ageing in HCI through a community-based participatory design investigation into the challenges and opportunities for older people to engage with digital tools in their everyday lives. We demonstrate how the commitments, practices and values of participatory design can be used to better understand and foster engagement between digital tools and older people through the support of community-based organisations. This is achieved through two case studies. The rst study with a traditional computer class at a local day centre. The second with a London-based intergenerational running club. The research reflects on and examines the details and decisions of the learning and adoption process across these two studies. We expand our view beyond the digital tools to the influences and situations that contribute to older people's attitudes and usage. Through the lens of participatory design and communities of practice we discuss the considerations of values, problem-solving, and identity that can potentially be transferred to other non-traditional digital learning environments for older people. We provide recommendations and reflect on our challenges to serve as guidance for other researchers engaging in similar participatory work `in-the-wild'.

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Basco, John. "Digital Fundraising Strategies for Nonprofit Marketing Leaders in International Markets." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5540.

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Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing techniques of each organization. Interview transcripts and documents were examined to identify key ideas, and then analyzed using cross-case analysis to identify common themes. Included in the findings were themes such as the importance of cultural understanding, the value of message translation, the power of partnership with local organizations, and the effectiveness of e-mail marketing. The findings from this study may result in social change by increasing revenue and growth for nonprofit healthcare organizations, making them better able to provide services to all members.

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Truter, Berdine. "Transformational leadership style : the relationship to companies that are digital leaders." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/59790.

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The objective of the study was to explore the relationship between companies that are digitally mature and the leadership style of their C-level executives, with a specific focus on transformational leadership. Success in the digital era requires not only an investment in digital capabilities, but also a change in organisational culture that only strong leadership can inspire. Transformational leadership instils major changes at the organisational level, through changing attitudes and assumptions at the individual level and creating collective engagement. Moreover, this leadership approach facilitates organisational innovation and learning, and generates a shared, inspiring vision for the future The purpose this study was two-fold: Firstly, to explore the relationship between transformational leadership and having higher digital maturity levels - becoming a digital master. Secondly, to determine whether one or more of the transformational leadership factors has an effect on the digital maturity of South African companies (represented by four basic transformational leadership behaviours, or "I's". An online survey, specifically addressing the research question, was sent to C-level executives from South African companies that fit the population criteria, using moderator regression models to determine if transformational leadership and its associated behaviours have an effect on a company's digital maturity. For the sample population, it was determined that two of the transformational leadership behaviours had a positive effect on digital maturity, namely idealised influence and individualised consideration and that one transformational leadership behaviour, inspirational motivation, has a negative effect on digital maturity.
Mini Dissertation (MBA)--University of Pretoria, 2017.
sn2017
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted

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Dubru, Rebecca. "Critical competencies of leaders in the digital transformation of banking in South Africa." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/64841.

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Leaders in the banking sector are facing an array of bewildering new digital challenges and opportunities, yet despite the many frameworks that exist on leadership competencies, they are still in search of the critical competencies required for leading digital transformation. The purpose of this research is to report data showing competencies that are effective for leading digital transformation in the banking sector. The research approach took the form of a qualitative, exploratory research design, which involved 15 face-to-face, semi-structured, in-depth interviews with banking leaders such as CEOs, CIOs, Managing Executives, Heads of Departments and Digital Consultants. The literature on traditional leadership competency models indicated three critical skills that enable effective leadership, namely business, cognitive and influencing skills. The study confirmed that all three skills are key and equally important in leading digital transformation. However, an effective leader must integrate and adapt these competencies in each context. Furthermore, four additional competencies that are critical for leading digital transformation emerged through the study, i.e. an entrepreneurial mindset, experiential learning, futuristic thinking and integrator competencies. These are represented in the Digital Leadership Competencies Model. The findings from this study contribute to the extant literature in the field of leadership.
Mini Dissertation (MBA)--University of Pretoria, 2017.
pa2018
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted

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Wu, Qian 1972. "A supply chain strategy for digital camera products." Thesis, Massachusetts Institute of Technology, 2001. http://hdl.handle.net/1721.1/84523.

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Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management; and, (S.M.)--Massachusetts Institute of Technology, Dept. of Mechanical Engineering; in conjunction with the Leaders for Manufacturing Program at MIT, 2001.
Includes bibliographical references (p. 69-70).
by Qian Wu.
S.M.
M.B.A.

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Latif, Natasha, and Vladislava Shevyakova. "Leadership brings innovation through digitalization : A study on how leaders contribute to digital innovations." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105857.

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The objective of this exploratory thesis has been to study how leaders incorporate innovations into the business processes with the help of technical solutions and their competencies. The study takes into consideration the best practices of consulting companies, multinational manufacturing companies, and digitally creative consultant companies where leaders are able to bring innovation with the help of technical solutions. It deals with questions on what technical solutions help leaders to implement innovations, and also, what are the skills and competencies required by leaders to bring innovation with the help of digitalization. The findings of the research aim to develop a profound understanding on the concepts of leadership, innovation and also digitalization in the modern era. The thesis was carried out in light of semi- structured interviews, to understand the study areas, and proceed further with the data processing, empirical findings, analysis and conclusions. Owing to the rapid development in technologies, and the innovative ways of working, organisations lose their competitive advantages with the growing times if their leadership doesn’t evolve with the advancement that prevails. There has also been previous literature on how digitalization helps leadership to bring innovation and transformation within business organizations, however, there has been lack of studies and research gap to show that leadership has its extensive role to bring innovation within organizations with the help of digitalization and leadership competencies. Therefore, this master thesis worked to combine previous research on leadership, digitalization along with the modern insights based on empirical data. The research has used one qualitative method of semi-structured interview, revealing insightful findings on the data collected for our thesis. Moreover, this Master thesis will serve as a foundation for the future studies and research within the areas of leadership, innovation and digitalization.

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Hsu, Kevin(Kevin Ta-Zhi). "Using factory-level digital tools to improve quality and productivity in garment factories." Thesis, Massachusetts Institute of Technology, 2019. https://hdl.handle.net/1721.1/122590.

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Thesis: M.B.A., Massachusetts Institute of Technology, Sloan School of Management, 2019, In conjunction with the Leaders for Global Operations Program at MIT
Thesis: S.M., Massachusetts Institute of Technology, Department of Mechanical Engineering, 2019, In conjunction with the Leaders for Global Operations Program at MIT
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 66-67).
The retail landscape is rapidly changing as evolving consumer habits are resulting in smaller batch quantities and shorter lead times, requiring Li & Fung to have a more digitally connected, nimble vendor base. Li & Fung uses a supplier network of thousands of garment factories around the world, the majority of whom are still capturing quality and production data manually, resulting in incomplete and inaccurate records. Factories see the value in making their operations digital, but most are low margin businesses that do not have the capital to make significant investments. This project is focused on the development of a cost-effective, digital tool to capture quality and production data at the end of a production line. This new tool will: -- Allow managers to quickly access real-time data analytics on their factory, -- Enable factories to make immediate root cause corrections in the sewing line, -- Serve as a gateway for Li & Fung to more proactively manage its vendor base,--
Give Li & Fung visibility to eliminate unnecessary inspection activities and reduce costs. The project began with an initial hardware prototype created in 2017 that evolved into the Phase One version of a mobile application which was delivered in early 2018. User testing was performed in three factories in India and Malaysia, where feedback was incorporated into a comprehensive redesign in Phase Two. The thesis will detail the needs and challenges from both the factory and Li & Fung viewpoints, and how this digital tool seeks to address them. For garment factories, the tool is cost-effective and simple, enabling factories to become digital in a very accessible way. The tool introduces garment factories to technology and Internet of Things without over-complicating their operations.
For Li & Fung, the tool provides much-needed insights into the actual performance of the vendor base, allowing Li & Fung to achieve many of its strategic initiatives related to inspection cost reduction, vendor selection, and production tracking.
by Kevin Hsu.
M.B.A.
S.M.
M.B.A. Massachusetts Institute of Technology, Sloan School of Management
S.M. Massachusetts Institute of Technology, Department of Mechanical Engineering

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Tsolias, Panagiotis, and Adelina Zilkiqi. "Leaders Perception of Virtual communication : -leadership and communication mediated through technology." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96273.

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Technological developments have brought at the forefront the virtual communication in the business world. In our day and age it is difficult to find teams in organizations that do not rely in long distance communication even partially. Leaders bear the responsibility to secure quick and smooth transition of information among the members of their teams as well as to foster an environment that promotes trust and fuels motivation. We conducted this exploratory case study using the abductive approach and the qualitative method. Our aim was to gain a better understanding on how the leaders perceive trust and motivation in a virtual communication setting. Therefore, we send out questionnaires to leaders that volunteered to participate in our study and we adopted the pragmatist philosophy in an attempt to provide valuable insights and practical recommendations to leaders that are managing teams in an electronic environment. The results of our study suggest that leaders perceive the long distance communication mediated through technology to be something positive to the success of their teams as they consider it to actually increase efficiency, provide a more straightforward style of communication that enables their followers to take on more responsibility for the results of their work as well as an increase in productivity.

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Shao, Min 1975. "Digital factory : real time information system implementation in a traditional manufacturing environment." Thesis, Massachusetts Institute of Technology, 2006. http://hdl.handle.net/1721.1/37244.

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Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management; and, (S.M.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science; in conjunction with the Leaders for Manufacturing Program at MIT, 2006.
Includes bibliographical references (p. 47-48).
The Internet and emerging technologies such as RFID have been making profound impacts on operations of traditional manufacturing companies. Advances in these fields have opened up possibilities for significant improvements in process, productivity, quality, and communication. The ability for a company to keep up with current technology trends directly affects the company's ability to achieve customer satisfactions, ability to maintain competitive advantages and ability to accomplish its financial targets. Digital factory is a project that Hamilton Sundstrand piloted to investigate how its new 787 component assembly lines can take full advantages of existing technologies. A RFID based prototype solution was developed. Key functionalities include real time work-in-progress monitoring, digitized work instruction display and automated Andon response. The prototype demonstrates that a practical sophisticated infrastructure can be built with widely available equipment and tools. Real challenge in full scale deployment of digital factory will be to identify functionalities that are truly critical to production needs and implement those in a practical fashion so that they can become an integral part of production system.
by Min Shao.
S.M.
M.B.A.

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Ahlquist, Josie. "Developing Digital Student Leaders| A Mixed Methods Study of Student Leadership, Identity, and Decision Making on Social Media." Thesis, California Lutheran University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3713711.

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Social media tools permeate the college student experience (Junco, 2014), including for those students who hold leadership positions on campus. The purpose of this study was to document the experiences and online behaviors of 40 junior and senior student leaders on digital communication tools. The study was conducted at two institutions in the western United States. Three research questions guided the sequential exploratory mixed methods study connecting student leadership, the presentation of identity, and decision-making with social media use. The study involved a three phase mixed methods analysis of focus group interviews and 2,220 social media posts.

Five major findings surfaced, including (a) social media impact starting in K-12 (b) college student leaders’ navigation of social media (c) presentation of digital identity (d) the beginning of leadership presence and possibilities and (e) significance of social media guidance in college. These findings suggest college student educators should implement holistic digital leadership education. Initiatives should begin early, prior to student enrollment in higher education, focusing on identity expression, positive possibilities-based perspectives, with a focus on social media’s potential impact on student groups, social communities, and social change. Findings from this study can mobilize higher education professionals, student peers, and parents to become digital educators, providing tools for students to implement in their digital practices.

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Maia, Maíra Carneiro Bittencourt. "O príncipe digital: estruturas de poder, liderança e hegemonia nas redes sociais." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/27/27153/tde-14092016-112629/.

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O conceito de \"Príncipe\" surgiu com Nicolau Maquiavel, no início do século XVI, para descrever o governante das monarquias e repúblicas. Em Antonio Gramsci, na metade do século XX, o lugar do Príncipe passou a ser ocupado pelo partido político, aparecendo assim o conceito de \"Moderno Príncipe\". Mais tarde, no fim do século XX, o pesquisador brasileiro Octavio Ianni revisita as duas obras e propõe o \"Príncipe Eletrônico\". Ele constatou que os meios de comunicação de massa passaram a exercer as funções sociais de Príncipe. Em Octávio Ianni, o rádio e, principalmente, a televisão são os lugares, por excelência, de poder, hegemonia e liderança, não sozinhos, mas com o suporte e apoio dos grandes grupos econômicos e políticos. O objetivo desta tese é levar adiante a teoria criada por Ianni e explorar a hipótese da existência de um novo Príncipe no século XXI, que chamamos de Príncipe Digital. Sem prejuízo do que foi descrito por Ianni, essa nova figura não é necessariamente um intelectual, não nasce das mídias tradicionais de massa (rádio e TV) e não se alinha direta e necessariamente com os grupos, econômicos e políticos, hegemônicos, mas é tão ou mais influente e eficaz. O conceito de Príncipe Digital, como variante da categoria criada por Ianni, ilumina a forma como, na era das redes digitais, estão estruturadas as categorias: poder, hegemonia e liderança, pilares de todos os modelos teóricos de príncipes existentes até então. Essa compreensão pode nos levar a entender melhor os fenômenos deste tempo, como as grandes manifestações sociais e os tipos de relações existente nas redes sociais. Para chegar a esse modelo teórico, este trabalho usou como aporte metodológico a Grounded Theory (GT). A GT possibilita uma perspectiva mais real sobre o fenômeno, pois a própria população envolvida aponta os dados, por meio de pesquisas empíricas de natureza quantitativa e qualitativa. Para essa parte empírica, esta pesquisa contou com análise de 74 manifestações sociais, 601 entrevistados e observações acerca de 354 Líderes de Opinião. Analisamos, teórica e empiricamente, manifestações populares que ocorreram no Brasil entre os anos de 2013 e 2015. Os questionários foram divididos em duas fases de aplicações, a primeira, na qual ficaram disponíveis entre março e junho de 2015 e, a segunda, no mês de agosto de 2015. Os principais autores que dão sustentação à tese são: Maquiavel, Gramsci e Ianni, pelas razões já expostas. Lazarsfeld e Toro, com reflexões sobre a recepção de ideias e a mobilização social; Glaser, Tarozzi e Charmaz, com o suporte metodológico da GT. Hardt, Negri e Castells, com argumentos teóricos sobre multidão, redes sociais, internet e processos de mobilização online.
The concept of \"Prince\" came up with Niccolo Machiavelli, in the early sixteenth century to describe the ruler of monarchies and republics. In Antonio Gramsci, the midtwentieth century, the place of the Prince was occupied by political party, thus appearing the concept of \"Modern Prince\". Later, in the late twentieth century, the Brazilian researcher Octavio Ianni revisits the two works and proposes the \"Electronic Prince.\" He found that the mass media took over the social functions of Prince. In Octavio Ianni, radio and especially television are the places par excellence, power, hegemony and leadership, not alone, but with the support and backing of major economic and political groups. The aim of this thesis is to carry forward the theory created by Ianni and explore the hypothesis of a new Prince in the twenty-first century, we call \"Digital Prince.\" Without prejudice to what has been described by Ianni, this new figure is not necessarily an intellectual, not born through the mass traditional media (radio and TV) and does not line up directly and necessarily to the groups, economic and political hegemony, but it is so or more influential and effective. Digital Prince of concept, as a variant of the category created by Ianni, illuminates the way that, in the era of digital networks, the categories are structured: power, hegemony and leadership, pillars of all existing theoretical models of Princes before. This understanding can lead us to better understand the phenomena of this time, as the major social manifestations and types of existing relationships on Social Networks. To get to that theoretical model, this work used as a methodological contribution to Grounded Theory (GT). The GT enables a more realistic perspective on the phenomenon, for the very people involved point data through empirical research of quantitative and qualitative nature. For this empirical part of this research involved analysis of 74 social demonstrations, 601 respondents and observations about 354 leaders of opinion. We analyze, theoretically and empirically, popular demonstrations that took place in Brazil between 2013 and 2015. The questionnaires were divided into two phases of applications, the first, which became available between March and June 2015 and the second, in august of 2015. The main authors that support the thesis are: Machiavelli, Gramsci and Ianni, the reasons given above. Lazarsfeld and Toro, with reflections on the reception of ideas and social mobilization. Glaser, Tarozzi and Charmaz, with the methodological support of the GT. Hardt, Negri and Castells with theoretical arguments about the crowd, social networking, internet and online mobilization processes.

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Atwell, David Christopher. "Digital edification| An analysis of technology readiness and concept of ability in the school district of Palm Beach County K-12 school leaders." Thesis, Florida Atlantic University, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10154931.

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The purpose of this research study was to determine K-12 school leaders’ concepts of ability and technology readiness. The Theories of Intelligence Scale (TIS) was used to analyze concepts of ability and the Technology Readiness Index (TRI) 2.0 was used to analyze the technology readiness of K-12 school leaders. Data from the two instruments were used to determine if there was any relationship between K-12 school leaders’ concept of ability and technology readiness. This analysis filled a blank spot in the research contributing to the literature on leadership, Mindset Theory (Dweck, 2006; Dweck, Chiu, & Hong, 1995), and Technology Readiness (Lin & Hsieh, 2012; Parasuraman, 2000). Furthermore it helped to determine the state of K-12 school leaders’ status as 21st century leaders.

The sample consisted of the school leaders of School District of Palm Beach County (SDPBC). This included 158 principals from 104 elementary, 31 middle, and 23 high schools. The researcher was a school district employee and therefore had access to the participants.

Each of the four null hypotheses were rejected as SDPBC school leaders scored significantly higher on the TIS (p<.05) and TRI 2.0 (p<.01), there was a significant (p<.0125) positive relationship between TIS and the TRI 2.0, and that relationship was affected (p<.05) by gender, race, and experience.

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Jovanovic, Nathalie, and Sabina Bosnjakovic. "Motivationspåverkan av ett digitalt förändringsarbete i organisationer : En kvalitativ studie om vilka faktorer som påverkar medarbetarnas motivation vid ett digitalt förändringsarbete inom två medelstora företag i Stockholm." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41387.

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Motivation is considered to be an important factor for employees' well-being in their workplace, and is especially important in digital change work (Gilley et al., 2009). This is due to the company's changing environment since there is a risk that employees' motivation will be affected (ibid.). The problem is that there is still not much research on digital change work having any effect on employee motivation. The purpose of this study is therefore to analyze how digital change work affects employees' motivation in their workplace, as well as what factors influence employee motivation. The analysis is based on the employees and managers point of view from two medium sizes companies in Stockholm. The study is based on a qualitative research method in form of semi-structured interviews which where conducted at two medium-sized companies in Stockholm. Both companies have an ongoing digital change work. To gain a deeper understanding, the authors interviewed a total of twelve respondents where ten of them are employees and two of them are leaders. The study's results show that digital change work has a positive impact on most employees. The majority have a positive attitude towards the new digital change and feel that the change will facilitate their tasks in the future. The result has also shown that the crucial factors such as appreciation, own responsibility and support from managers can lead to increased motivation among employees in a digital change work.
Motivation anses vara en viktig faktor för medarbetarnas trivsel på arbetsplatsen, och har speciellt stor betydelse vid ett digitalt förändringsarbete (Gilley et al., 2009). Detta med tanke på företagets föränderliga miljö då det finns risk att medarbetarnas motivation påverkas (ibid.). Problemet är att det fortfarande inte finns så mycket forskning om hur ett digitalt förändringsarbete påverkar medarbetarnas motivation. Syftet med denna studie är därför att analysera hur ett digitalt förändringsarbete påverkar medarbetarnas motivation på arbetsplatsen, samt vilka faktorer som har påverkan på medarbetarnas motivation. Detta ska analyseras utifrån medarbetarnas och ledarnas synvinkel. Studien baseras på en kvalitativ forskningsmetod i form av semistrukturerade intervjuer som utfördes på två medelstora företag i Stockholm, vilka har ett pågående digitalt förändringsarbete. För att få en djupare förståelse om ämnet och kunna besvara studiens frågeställning har totalt tolv respondenter intervjuats, varav tio är medarbetare och två ledare. Studiens resultat visar att ett digitalt förändringsarbete har en positiv påverkan på de flesta medarbetare som upplever att förändringen ska underlätta deras arbetsuppgifter i framtiden. Resultatet har även visat att de avgörande faktorerna som kan leda till ökad motivation hos medarbetarna vid ett digitalt förändringsarbete på arbetsplatsen är uppskattning, eget ansvar och stöd från ledare.

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Alexandersson, Sara, and Carolina Jansson. "A Human Touch in A Digitalized Business World : A Qualitative Study of How the Digital Transformation in Business Impacts the Emotional Interactions Between Leaders and Followers." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-103771.

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Due to today’s digital transformation, traditional ways of communication are increasingly replaced by virtual and digital communication channels. The challenge for leaders in this digital environment is consequently to reach out to their followers to the same extent as in physical meetings. Leadership is about influencing people to strive towards a desired direction and leaders’ aims are thereby to impact their followers both cognitively but also emotionally in order to stimulate motivation. Emotional intelligence revolves around the necessity of understanding and reading others’ emotions and how to act upon that in order to successfully interact with others. By reason of the current Covid-19 pandemic, we have the rare opportunity to explore the interaction between leaders and followers during the time of a global pandemic and understand how the accompanying social distance may impact the emotional aspects in leadership. The research question for this thesis is thereby: How can emotional value be created in the interaction between leaders and followers in today's digitalized world? The theoretical framework that constitutes the basis of the thesis is divided into four main concepts which are: the relational perspective of leadership, emotional intelligence, creating emotional value and the digital transformation in the business world. The study has an exploratory purpose and is of a qualitative approach. In order to collect empirical data, semi-structured interviews were held with eight participants whereof four leaders and four followers. The findings could be divided into four themes which are: Human touch and individual need, Social skills and individual adaptation, Work satisfaction and motivation and Future strategies. The result of the study shows that emotional value is highly important in the interaction between leaders and followers in order to maintain engagement, satisfaction and motivation in a digital work environment. The conclusion is however that emotional value indeed can be created through digital communication but that it has to be created in a quite different way than in physical meetings.

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Håkansson, Lindqvist Marcia. "Conditions for Technology Enhanced Learning and Educational Change : a case study of a 1:1 initiative." Doctoral thesis, Umeå universitet, Pedagogiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-109887.

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The uptake and use of digital technologies continues to increase in schools throughout the world. In many schools the uptake and use of digital technologies takes place in One-to-One (1:1) initiatives in which teachers and students have their own laptops. In this thesis the uptake and use of digital technologies is studied from the student, teacher and school leader perspectives in order to through this gain knowledge regarding the conditions for Technology Enhanced Learning (TEL) and educational change in K-12 schools. In the Unos Umeå research project the uptake and use of digital technologies in two schools, an upper secondary school and a compulsory school, was studied. A research design involving a case study approach (Yin, 2003, 2009) was used to study a 1:1 initiative. The methods of data collection were surveys, interviews and classroom observations. To explore, identify and describe conditions for TEL and educational change the data collected were used to map the initial expectations regarding the uptake and use of digital technologies from the start of the initiative as well as to follow the development of teaching and learning activities related to the uptake and use of digital technologies in the 1:1 classroom over a period of two years. The Ecology of Resources Model (Luckin, 2010) was used as a theoretical framework including the use of the concept of filters. Regarding the conditions for TEL, the results show that the uptake and use of digital technologies provides possibilities for new forms of teaching and learning in the 1:1 classroom. Students reported increased motivation, engagement and variation in schoolwork. Teachers described new forms of teaching as well as possibilities for collaboration, sharing of materials and continued professional development. For school leaders possibilities were found in collaboration, administrative support and follow-up of students and teachers, creating a unified vision of the work with digital technologies, and collaboration and sharing within the schools as an ecology of resources. The challenges seen from the student, teacher and school leader perspectives were related to use, technical support and optionality. If the possibilities are to be achieved, there is a need for continued professional development for teachers and school leaders. Further, clear directives through policy will be of importance. In the short term, the practical implications of the uptake and use of digital technologies, specifically in 1:1 initiatives, seem to be strongly connected to sustainability in schools. In the long term, if sustainable conditions for TEL and educational change in the 1:1 classroom can be created and upheld, the practical implications may for example be teachers’ improved skills to integrate a thought-through student use of laptops in their teaching practices and an increase in equality of digital competence between students, between schools and between classrooms in the same school.

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Fellbrant, Johanna, Emma Fridén, and Clara Ohlsson. "Well, that escalated quickly... : Exploring how leaders have managed the rapid change of leading a group of people in a physical environment into a digital environment due to Covid-19." Thesis, Jönköping University, IHH, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52971.

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The Covid-19 pandemic has not only affected people's health seriously around the world, but it has also forced people to change the way they live their lives abruptly. The pandemic has had a significant impact on how people communicate and interact, and changed our normal working routines to a digital setting. Leadership is more important than ever during a time of crisis, hence, this phenomenon must be investigated further. The pandemic has created new changing realities for organizations and individuals. Considering constant changes in the world, one can argue that leadership also changes with time and thus indicates the need for updated research on the subject. Therefore, leadership is an important subject to investigate constantly despite its complexity. The purpose of this paper is to deepen the understanding of leaders' and employees' experiences of leadership within a time of crisis that has created new, digital, working conditions for organizations. This thesis will also contribute to the psychological philosophy of change management theory with new valuable insights.

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Gerdin, Emelie, and Elvira Svensson. "“All of the black women in me are tired today” : En studie om Black Lives Matter-aktivisten Alicia Garzas twittrande." Thesis, Uppsala universitet, Institutionen för informatik och media, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-449341.

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In this article, we explore the Black Lives Matter activist Alicia Garza's Twitter usage during the month of June in 2020 with a critical discourse analysis (CDA). Our aim with the study was to examine the underlying motives and values in Garzas tweeting, and if there were any prevailing themes, in order to see if there was a difference between the discourse used for personal matters and the discourse related to her activism. To support our analysis we utilized critical theory to gain a critical reference and the two-step flow hypothesis to delve into the possible effects Garza's position as an opinion leader has on her tweeting. After processing and examining a total of 48 tweets from the month of June, through the use of coding, our analysis suggests that there are several prevalent themes that can be distinguished in her tweeting. The themes we found were personal tweets, tweets expressing solidarity, tweets urging for action, tweets exuding authority, and promotional tweets. The line between personal matters and the discourse related to her activism was found to be fluid and unable to be strictly defined.

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Aguilar, Ruiz Juan Patricio. "La relación entre el uso de las herramientas de marketing digital y la captación de leads en el sector de bienes raíces." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/652105.

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La presente investigación buscará determinar la relación entre el uso de las herramientas de marketing digital y la captación de leads en el sector de bienes raíces entre hombres y mujeres entre los 26 y 45 años de edad de los niveles socioeconómicos A y B de Lima Metropolitana. Dada la relevancia que ha adquirido internet en los últimos años como canal de promoción y venta y la concentración de oferta inmobiliaria en el espacio digital, es importarte comprender la eficacia de la implementación de las herramientas de marketing digital y su relación con las plataformas actuales para poder complementar de manera eficiente una estrategia tradicional que permita potenciar la captación de leads e influir positivamente en la decisión de compra final del bien inmueble Entre los principales resultados del estudio, se pude concluir que, actualmente, los usuarios digitales, están en su mayoría en la búsqueda de un bien inmueble en los próximos años. Están familiarizados con plataformas digitales, la mecánica del sector inmobiliario para obtener información de calidad de sus potenciales clientes y están dispuestos a brindar datos personales vía canales digitales. Dentro de este contexto, se pudo determinar que la implementación de herramientas digitales dentro de la estrategia de marketing de las organizaciones de bienes raíces impacta directamente en la captación de leads. Por ello, es de vital importancia conocer la relación entre estas herramientas y los usuarios digitales para elaborar una estrategia integral online de alto impacto.
This research will seek to determine the relationship between the use of digital marketing tools and lead acquisition in the real estate sector between men and women between the ages of 26 and 45 of socioeconomic levels A and B of Metropolitan Lima. Given the relevance that internet has acquired in recent years as a promotion and sales channel and the concentration of real estate offer in the digital space, it is important to understand the effectiveness of the implementation of digital marketing tools and their relationship with current platforms for be able to efficiently complement a traditional strategy that allows to enhance lead acquisition and positively influence the final purchase decision of the real estate. Among the main results of the study, it can be concluded that, currently, digital users are mostly in the search for real estate in the coming years. They are familiar with digital platforms, real estate mechanics to obtain quality information from their potential clients and are willing to provide personal data via digital channels. Within this context, it was determined that the implementation of digital tools within the marketing strategy of real estate organizations directly impacts lead acquisition. Therefore, it is vital to know the relationship between these tools and digital users to develop a comprehensive online strategy of high impact.
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Ribble, Michael Shannon. "Implementing digital citizenship in schools : the research, development and validation of a technology leader's guide /." Search for this dissertation online, 2006. http://wwwlib.umi.com/cr/ksu/main.

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Paulino, Caroline Thomazini. "Como se tornar um influenciador digital de sucesso e um endossante de marcas?" Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20871.

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Mestrado em Marketing
Atualmente, as redes sociais recebem grande parte da atenção dos marketeers e cada vez maiores investimentos de marketing das empresas. Os protagonistas das redes sociais são os influenciadores digitais, pessoas que ganharam fama através da produção de conteúdo na Internet, conquistaram inúmeros seguidores e possuem alto poder de influência. Sendo assim, cada vez mais as empresas procuram formas de associação a esses influenciadores digitais, uma vez que eles são importantes formadores de opinião dos seus públicos-alvo. Portanto, este trabalho estuda o perfil e a trajetória de 10 macro influenciadores digitais brasileiros que atingiram o sucesso na rede social Instagram. De acordo com os objetivos específicos definidos para este estudo foram encontrados como principais resultados a definição das etapas da construção de um influenciador digital de sucesso, as principais características e ações que os influenciadores digitais possuem em comum, como, a autenticidade e a produção de conteúdo e as principais mais-valias que os influenciadores digitais podem proporcionar para uma marca, como, por exemplo, dar um tom de pessoalidade à publicidade e agregar credibilidade à marca. Este estudo possui relevância académica ao contribuir para a literatura de influenciadores digitais e marketing de influência, considerada a escassez de estudos académicos focados em estudar o processo de construção de influenciadores digitais. As contribuições empresariais deste estudo referem-se no auxílio aos profissionais de marketing a verificar a adequação de parcerias entre os influenciadores e as marcas.
Currently, social networks receive a great deal of attention from marketers and increasing marketing investments from companies. The protagonists of social networks are digital influencers, people who have gained fame through the production of content on the Internet, have won numerous followers and have a high power of influence. Therefore, more and more companies are looking for ways to associate with these digital influencers, since they are important opinion makers of their target audiences. Therefore, this work studies the profile and trajectory of 10 Brazilian digital macro influencers who have achieved success on the social network Instagram. According to the specific objectives defined for this study, the main results were the definition of the stages of building a successful digital influencer, the main characteristics and actions that digital influencers have in common, such as authenticity and content production and the main advantages that digital influencers can provide for a brand, such as, for example, giving a tone of personality to advertising and adding credibility to the brand. This study has academic relevance by contributing to the literature of digital influencers and influence marketing, considering the scarcity of academic studies focused on studying the process of building digital influencers. The business contributions of this study refer to helping marketers to check the adequacy of partnerships between influencers and brands.
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Berggren, Emelie, and Moa Wallin. "Att leda digitalt - det "nya" ledarskapet : En kvalitativ studie om digitalt ledarskap till följd av coronapandemin." Thesis, Uppsala universitet, Informationssystem, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-445692.

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Till följd av coronapandemin tvingades många organisationer göra en hastig och ofrivillig övergång till distansarbete. Detta skifte i arbetssätt för med sig nya krav, inte minst på ledare som tvingas kommunicera och leda via digitala verktyg. Följaktligen ämnade denna studie undersöka ledares upplevelser under denna tidsperiod och hur ledarskapet medierats med hjälp av informations- och kommunikationsteknik (IKT). För att besvara forskningsfrågan genomfördes semistrukturerade intervjuer med tolv ledare. Empirin analyserades sedan huvudsakligen utifrån en affordance-lins, i kombination med ett leader-member exchange-perspektiv vilket belyser den dyadiska relationen mellan ledare och medarbetare. Resultatet visar på att IKT är oumbärligt för ledarskap på distans, men att en stor problematik ligger i att ledare tidigare utvecklat en ledarskapsstil som till stor del förlitar sig på informell kommunikation och uppföljning som sker fysiskt. Även om individuella egenskaper har en avgörande betydelse för hur väl och i vilken omfattning digitala affordances aktualiseras, påvisas att IKT inte lyckas skapa och förmedla sociala affordances i samma utsträckning som den fysiska miljön. Emellertid har en utveckling skett sedan distansarbetets början och användandet av teknik har alltmer integrerats i ledarskapet. För att uppnå e-ledarskap behöver dock nya e-kompetenser utvecklas, där IKT används effektivt, medvetet och ändamålsenligt.
Due to the covid-19 pandemic, organisations were forced to make a rapid and involuntary transition to teleworking. This shift in labour entails new demands, especially on leaders who are forced to rely on digital tools for communication and leadership. Accordingly, the aim of this study was to investigate experiences of leaders during this period of time, and how leadership is mediated through information and communication technology (ICT). To answer the research question, semi structured interviews were conducted with twelve leaders. The results were primarily analyzed through an affordance lens, combined with a leader-member exchange perspective, which emphasizes the dyadic relationship between leader and follower. The results imply that ICT is essential for remote leadership. However, a major issue arises as leaders previously has developed a leadership style that primarily relies on informal communication and following up with employees face-to-face. Although individual characteristics matter in regards to how well and to what extent digital affordances are actualized, digital tools do not manage to create and transmit social affordances to the same extent as the physical environment. Yet, a progress has been made since the start of the pandemic-induced telework, and the use of ICT has increasingly been integrated in the leadership. To fully reach so-called e-leadership, new e-competencies are nevertheless required, where ICT is applied effectively, deliberately and appropriately.

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Ståhl, Emma, and Anna Pettersen. "Marknadsstrategi för lead generation : En studie om digitala marknadsstrategier och dess effekt på marknadsleads." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16989.

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Titel: Marknadsstrategi för lead generation: En studie om digitala marknadsstrategier och dess effekt på marknadsleads Nivå: C-uppsats, kandidatexamen i Företagsekonomi Författare: Anna Pettersen och Emma Ståhl Handledare: PhD Agneta Sundström Examinator: PhD Lars-Johan Åge Datum: 2014-Juni Syfte: Syftet med denna studie är att öka förståelsen för hur företag planerar, tillämpar och utvärderar strategier för digital marknadsföring med avsikt att generera leads. Metod: Flerfallstudien är av kvalitativ karaktär. Empirin samlades in genom en primär datainsamling av tio semistrukturerade intervjuer utförda på tio olika företag med verksamhet inom svenska IT-industrin. Genom ett rutnät har vi kodat och analyserat insamlad primär data för att finna teman och mönster som mynnade ut i en kärnkategori; Effekt. Resultat & slutsats: Studien visar att de medverkande respondenterna anser att lead generation och digital marknadsföring är viktiga områden för deras företag. Respondenterna väljer att basera sin planering för marknadsstrategier på intuition och tillämpar strategier genom ”trial and error”. Vidare lägger respondenterna sparsamt med tid på att utvärdera sina strategier. Studiens bidrag: Studien bidrar till en ökad förståelse för vilken effekt företagens planering, tillämpning och utvärdering av digitala marknadsstrategier har på lead generation. Fortsatt forskning: Vi föreslår att fortsatt forskning undersöker hur mycket affärssamarbeten mellan företag påverkas av kulturella skillnader, och vad företagen kan göra för att undvika problem kopplat till detta. Nyckelord: Digital marknadsföring, Marknadsstrategier, Digitala verktyg, Lead generation, Marknadsleads, Business-to-business
Title: Market strategy of lead generation: A study about digital market strategies and its effects on market leads Level: Bachelor thesis in Business economics Authors: Anna Pettersen and Emma Ståhl Supervisor: PhD Agneta Sundström Examiner: PhD Lars-Johan Åge Date: 2014-June Aim: The aim of this study is to increase understanding of how companies plan, implement and evaluate strategies for digital marketing in order to generate leads. Method: This multiple case study has a qualitative research approach. The empirical data were collected through a primary data collection of ten semi-structured interviews conducted in ten different companies with locations in the Swedish IT-industry. Through a grid where we coded and analysed the collected primary data, themes and patterns were found that emerged in to a core category; Effect. Result & conclusion: This study shows that the participating respondent consider digital marketing and lead generation to be of high importance for their company. The respondents choose to base their design for marketing strategies on intuition, and they apply their strategies by “trial and error”. Further, the respondents spend a small amount of time on evaluation of strategies. Contribution: This study contribute to a higher understanding of what effect a companies design, application and evaluation of digital marketing strategies have on lead generation Further research: We suggest that future research examines what businesses can do to receive feedback from customers, and how important this benefit is in lead generation. Key words: Digital marketing, Market strategies, Lead generation, Digital tools, Market leads, Business-to-business

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Fors, Emelie, and Evelina Lundberg. "Do as I do! : A single case study investigating leadership within a successful e-commerce company with a Customer Experience focus." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105523.

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The digitised world of today has led to the development of new organisational structures within companies, resulting in new leadership styles in digital firms. Furthermore, customers’ demand is constantly increasing, which results in the importance of delivering an experience to the customers to stay competitive in the market. Therefore, the purpose of this thesis is to investigate how leadership is applied in a successful e-commerce company with a Customer Experience focus. This thesis is conducted throughout a qualitative single case study of a successful e-commerce company focusing on customer experience(s). The empirical findings have been obtained through semi-structured interviews, which further have been analysed together with the given theories to gain an in-depth understanding to answer the research question (1) How does leadership manifest itself in an e-commerce company? Furthermore, the sub-question (a) Which leadership styles can be identified within the e-commerce company. The conclusion of this thesis presents the importance of having leadership connected to the corporate culture. This includes considering the culture in all decisions within the company and that leaders and employees live by the company’s values. This thesis presents leaders within the case company applying several attributes of different leadership styles. However, the primary leadership style that has been identified throughout all leaders is transformational leadership, including being a digital leader.

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Andersson, Amanda, Michelle Daunfeldt, and Pulli Sarah Lundberg. ""Det är en självklarhet för oss att hänga med i framtidens utveckling" : - En kvalitativ studie om ledares uppfattningar av krav, resurser och lärande i en organisatorisk digital förändringsprocess." Thesis, Högskolan i Halmstad, Akademin för hälsa och välfärd, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-40605.

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Digitaliseringen är den mest samhällsomvälvande processen sedan industrialiseringen och allt eftersom den ökar drivs förändringar fram i alla sammanhang, inte minst inom arbetslivet. Detta ställer krav på både lärande och välmående inom arbetslivet. Ledare har en central roll i förändringsprocesser och att stärka ledarskapet i dessa är betydelsefullt. Syftet med studien var att, genom en undersökning av ledares uppfattningar av krav, resurser och lärande i en organisatorisk digital förändringsprocess, bidra med en ökad förståelse kring vad som skapar framgång och leder till att en sådan process blir hälsofrämjande. För att besvara studiens syfte har åtta semistrukturerade intervjuer med ledare inom omsorgskontoret i kommunen genomförts, vilka senare analyserats genom en kvalitativ innehållsanalys. Resultatet visar att krav, resurser och lärande förekommer i samband med digitaliseringen i kommunen. Resultatet i studien visar att ledares positiva inställning till digitalisering bidrar till välmående och att egna drivkrafter är en betydelsefull individuell resurs. Det mest framträdande kravet som uppfattats i samband med digitaliseringen är kravet att som ledare vara en god förebild. Resultatet visar även att utbildnings- och reflektionstillfällen i samband med digitalisering bidrar till ledares lärande. Det som skapar framgång har visat sig vara en positiv inställning, egna drivkrafter och en stödjande lärmiljö där möjlighet till formellt lärande ges samt att det informella lärandet främjas. För att en organisatorisk digital förändringsprocess ska bli hälsofrämjande ses motivation och stöd som viktiga faktorer eftersom de skapar möjlighet till att välmående och lärande på arbetsplatsen utvecklas.
As digitalization increases in speed and we become more digital, changes are brought upon every part of society, not least our workplaces. While these changes often create efficiency in organizations, they also come with high demands on individual learning and well-being. Leaders play a central role in change processes, thus improvingleadership is of utmost importance. The purpose of this study was to examine leaders’perception of job demands, resources and learning in an organizational digital change process and contribute to the body of research with understanding of what creates success and health promotion in such change processes. To examine and answer the research questions, eight semi-structured interviews were held with leaders from the care office of the municipality. The interviews were transcribed and analyzed using conventional qualitative content analysis. The results from this study show that theleaders’ positive attitude towards digitalization induce wellbeing and that individualmotivation drivers are important resources to support healthiness. The study also finds that the most prominent demand that leaders experience in the digitalization process is to be a good role model. Further, the results show that occasions for education and reflection regarding digitalization are main drivers to promote leaders’ learning.Success is created from having a positive attitude, individual motivation drivers, a supportive learning environment for formal learning, and opportunities for informal learning. For an organizational digital change process to be health promotional, motivation and support are important factors as they create opportunities for improvement of well-being and learning at the workplace.

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Bellido, Caffo Sandra Paola, and Núñez Mónica Andrea Olarte. "Estrategia de Inbound Marketing en social media y su relación con la decisión de compra online en tiendas por departamento en el rubro de la moda." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653523.

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El objetivo de esta investigación es estudiar si existe una relación y de qué tipo entre la estrategia de Inbound Marketing en el social media y la decisión de compra online. Este estudio es relevante debido a que permitirá comprobar que las acciones del Inbound Marketing están relacionadas positivamente con la decisión de compra online en las tiendas por departamento en el rubro de la moda. Las acciones a considerar para la investigación son las siguientes: atracción, conversión, generación de leads, seguimiento de leads y por último, fidelización. El público objetivo para el estudio son mujeres que realicen compras vía online, se encuentren entre los 18 y 30 años de edad y residan en la ciudad de Lima. Se considerarán 250 encuestas al público objetivo, estas en base al cuestionario estructurado con 20 preguntas.
The objective of this research is to study if there is a relationship and of what type between the Inbound Marketing strategy in social media and the online purchase decision. This study is relevant because it will allow us to verify that Inbound Marketing actions are positively related to the decision to buy online in department stores in the fashion sector. The actions to be considered for the research are the following: attraction, conversion, lead generation, lead tracking and finally, loyalty. The target audience for the study are women who make purchases online, are between 18 and 30 years old and reside in the city of Lima. 250 surveys will be considered to the target audience, these based on the structured questionnaire with 20 questions.
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Drápalíková, Jitka. "Návrh podnikového trainee programu a jeho zavedení pomocí technik projektového managementu v organizaci." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-444615.

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Bradshaw, Jeannine. "Digital communication can support compassionate leaders and compassionate workplaces." 2013. http://hdl.handle.net/10170/600.

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This thesis explores how digital communication can support compassionate leaders and compassionate workplaces. Through grounded theory methods, exploration and understanding emerged from compassionate leader semi-structured interviews. Emergent themes maintain digital communication can support the evolution of compassionate workplace connectedness and collaboration leading to a compassionate workplace experience. Compassionate leaders stimulating workplace compassion build an atmosphere of trust culminating in increased productivity and a joyful culture where one-on-one to multi-way interaction is supported by digital communication tools.

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Sohn, Youngju Korzenny Felipe. "Opinion leaders and seekers in online brand communities centered on Korean digital camera brand communities /." Diss., 2005. http://etd.lib.fsu.edu/theses/available/etd-07012005-002206.

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Thesis (M.A.)--Florida State University, 2005.
Advisor: Dr. Felipe Korzenny, Florida State University, College of Communication, Dept of Integrated Marketing Communication. Title and description from dissertation home page (viewed Sept. 19, 2005). Document formatted into pages; contains v, 55 pages. Includes bibliographical references.

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Costa, Inês Maria Figueiredo Tavares Pereira da. "Impacto da utilização de digital opinion leaders portugueses, pelas empresas, na promoção de produtos, serviços e eventos nas redes sociais." Master's thesis, 2017. http://hdl.handle.net/10071/14816.

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A evolução das redes sociais levou a que estas se tornassem num meio de comunicação de tal forma poderoso que as empresas têm vindo a abandonar o marketing tradicional e a apostar no marketing digital. Foi por causa das redes sociais que surgiram os líderes de opinião digital: pessoas influentes nas redes sociais que muitas vezes são escolhidos pelas marcas como os seus representantes e que têm como função transmitir aos seus seguidores aquilo que as marcas oferecem. Este tipo de marketing funciona porque é mais pessoal e as pessoas confiam nas suas opiniões. Com este estudo, pretende-se compreender se a promoção de produtos, serviços e eventos, feita pelos líderes de opinião digital nas redes sociais, tem impacto positivo nas marcas. Neste sentido, foram criados cinco objetivos com o intuito de ajudar na resolução desta problemática. Como primeiro objetivo tentámos averiguar se a opinião e a partilha de conteúdos por parte dos influenciadores digitais nas redes sociais é uma mais valia para a marca. O segundo objetivo passou por verificar se a reação do consumidor à partilha de conteúdos pagos pelas marcas nas redes sociais dos líderes de opinião digital é positiva. Relativamente ao terceiro objetivo, pretendemos averiguar se o consumidor considera que o líder de opinião digital português é leal aos seus seguidores. No quarto objetivo procurámos perceber se o líder de opinião digital tem influência no processo de decisão de compra do consumidor. No que diz respeito ao quinto e último objetivo, tentámos identificar a rede social em Portugal que permite uma maior interação entre o influenciador digital e o consumidor. Depois de definidos os objetivos, foi elaborado um questionário online, onde participaram 200 consumidores portugueses que utilizam as redes sociais. Os resultados obtidos mostram que a maioria dos portugueses já se sentiram influenciados por um líder de opinião digital na aquisição de um produto ou serviço. No entanto, o mesmo não acontece com a promoção de eventos. São os familiares e amigos que têm mais influência, na aquisição de produtos e serviços nos consumidores. Os portugueses consideram que os influenciadores digitais não são leais aos seus seguidores, uma vez que promovem produtos e serviços que nunca utilizaram, mas fazem-no porque são pagos. Porém, os portugueses também não se importam que os líderes de opinião partilhem conteúdos pagos, isto porque consideram uma boa forma de conhecer novas marcas. Os utilizadores das redes sociais procuram as opiniões dos líderes de opinião nas redes sociais, mas também em reviews feitas em fóruns durante o processo de decisão de compra. A rede social mais utilizada pelos portugueses é o Facebook. Esta é também a rede onde há maior participação dos líderes de opinião digital, segundo os utilizadores; logo, é a rede onde há maior interação entre os influenciadores e os seguidores. Os resultados deste estudo permitem concluir que as marcas devem apostar nos líderes de opinião digital. É importante que a marca escolha um líder de opinião digital que se relacione bem com os seus seguidores e que se envolva com o conteúdo que está a partilhar. As redes sociais estão a evoluir cada vez mais e os seus utilizadores estão cada vez mais rigorosos, sendo então importante acompanhar a evolução para que o poder da influência não se extinga.
The evolution of social networks made them so powerful that companies starts to change from traditional marketing to digital marketing. After the social networks boom, the digital opinion leaders emerged. They are influent people in social networks that are chosen by the brands as their voice with the main goal of communicate to their followers what brands have to offer. This kind of marketing works because it’s more personal and people trust in their opinions. The study purpose is to understand if the promotion made by digital opinion leaders of products, services and events in social networks, has positive impact on brands. Therefore, five goals were created in order to help in the analyses of this study. As first goal, we try to find out if the influencers’ opinion as well as the contents shared by them are a benefit for brands. In the second goal, we try to understand if consumer reacts positively when digital opinion leaders share paid content. In the third goal, we want to know if consumers think that portuguese digital opinion leaders are loyal to their followers. The fourth goal that we establish is to understand if digital opinion leaders have influence in the consumer’s purchase decision process. In the fifth and last goal, we try to identify the social network that allows more interaction between influencers and consumers in Portugal. After the definition of the goals, an online questionnaire was created and was answered by 200 portuguese consumers that use social networks. The results show that the majority of consumers have already been influenced by digital opinion leaders to buy a product or a service. However, this doesn’t happen with the events promotion. Family and friends are the ones who have more influence in consumers when it comes to purchase a product or a service. Portuguese people do not see digital opinion leaders as loyal people to their followers, because they promote products and services that they don’t know well but are paid for sharing them. Nevertheless, portuguese people also don’t care if influencers share paid content because they see it as a good way of knowing new brands. The social networks users search for the influencers’ opinion, but also for reviews in online forums during their purchase decision process. Facebook is the social network that is used by the majority of portuguese people. This network is also the one where digital opinion leaders have more participation; So, Facebook is the social network where there is more interaction between influencers and their followers. The findings of this study allow to conclude that brands should use digital opinion leaders. It is important that the brands choose a digital opinion leader that has a good relationship with their followers and that know well the content that is sharing. Social networks are increasing every day and their users are more strict than ever, so it is important to keep up with the evolution so the power of the influence does not fade away.

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Bankova, Kamelia, and Pavlina Stancheva. "How Social Media Influencers Co-Create Brand Value in the Digital World? : Exploratory research investigating Gamers and Opinion Leaders as Social Media Influencers and the process of Brand Value Creation in the Digital World." Thesis, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-54576.

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Ferreira, João Carlos Bugarim. "O marketing digital nos media sociais : o papel dos micro-influenciadores na Allianz Global Assistance." Master's thesis, 2021. http://hdl.handle.net/10400.14/37252.

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Este estudo pretende clarificar as dinâmicas do marketing nos meios online e, em particular, nos media sociais, depois de, como consequência da digitalização da sociedade, as empresas terem registado um decréscimo da eficácia das suas mensagens publicitárias disseminadas através dos chamados media tradicionais, como a televisão, a rádio e a imprensa. Assim, são explorados os fundamentos que levam a que o marketing digital seja cada vez mais preponderante nas estratégias de comunicação das marcas, e a forma como os media sociais permitiram uma aproximação sem precedentes entre empresas e consumidores, além de terem proporcionado, através das funcionalidades de criação e partilha de conteúdos, o aparecimento dos influenciadores digitais, utilizadores que ganharam notoriedade junto dos seus pares e que colaboram com as marcas atuando como intermediários entre elas e os seus clientes. A nível empírico e tomando como estudo de caso a Allianz Global Assistance, procedeu-se a entrevistas semi-estruturadas com profissionais da área do marketing e com uma influenciadora digital, além de uma análise de conteúdo aos perfis de Facebook e Instagram da empresa. Concluiu-se que os media sociais podem ser vistos como muito mais que apenas canais comerciais e que os consumidores preferem cada vez mais contactar com produtos e serviços através dos influenciadores em detrimento das próprias marcas.
This study aims to clarify digital marketing dynamics in online platforms such as social media that have become very importante after the society’s digitalization and the fact that companies saw its branded messages’ effectiveness decrease when they were aired in traditional media like television, radio and press. Therefore, we explore the core fundaments that led digital marketing to be more and more preponderant in companies’ communication strategies and how these social media allowed na unprecedent closeness between brands and consumers, besides that, with its functionalities, some users began to produce and share content, becoming more notorious and reaching the status of digital influencers, and starting to work with companies acting as intermediates between them and its clients. The empirical study took Allianz Global Assistance as case study and it is composed of semi-structured interviews with marketeers and a digital influencer, alongside a content analysis to the company’s Facebook and Instagram profiles. We concluded that social media must be seen as more than just comercial channels and that consumers now prefer getting to know products and services through digital influencers than directly from brands.

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Marcelino, Beatriz Ferreira. "Digital influencers and their impact on social media users in fashion clothing." Master's thesis, 2018. http://hdl.handle.net/10400.14/25945.

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Social media networks are giving voice to millions of consumers, the increasing number of users has revolutionized the way consumers and brands communicate. With this phenomenon new influencers, born from blogs, vlogs and social media are now playing a vital role influencing and reaching the online community effortlessly. Specially in the fashion industry new influencers (eg. fashion bloggers, social media vloggers) co-exist with traditional ones (eg. journalists, fashion magazines, designers publishing online) therefore, brands are unsure who is the most influential player and how they should allocate their promotional budgets. As so, this dissertation aims to understand the impact that new and traditional influencers have on fashion clothing consumers when conveying the same brand messages through Instagram posts. The impacts are analysed regarding: brand attitude; perceived quality of the message; perceived source expertise; perceived source credibility; brand purchase intentions; brand word-of-mouth intentions. Additionally, users´ awareness of the source (know or unknown influencers) among the new influencers, was evaluated regarding its impact on the variables mentioned above. To validate the research objectives, an online survey with experimental design was conducted and 287 valid responses obtained. The results indicate that traditional influencers have stronger impact than new influencers on users’ brand purchase intentions, quality of the message and source expertise perceived. However, results were the same regarding brand attitude, source credibility and WOM intentions. Also, the effects were similar when users were exposed to unknown sources versus known ones. Finally, results were discussed, limitations and future research were presented.
As redes sociais estão a dar voz a milhões de consumidores, o aumento de usuários está a revolucionar a maneira como marca e consumidores comunicam. Com este fenómeno novos influenciadores, nascidos de blogs e redes sociais, desempenham agora um papel vital a influenciar a comunidade online. Especialmente na indústria da moda os novos influenciadores (ex. bloggers de moda nas redes socias) coexistem com os influenciadores tradicionais (ex. jornalistas, revistas de moda a publicar nas redes socias), onde as marcas não conseguem identificar quem é o interveniente mais influente. Assim, esta dissertação tem como objetivo perceber o impacto que os influenciadores tradicionais e novos têm nos consumidores de roupa quando transmitem a mesma mensagem no Instagram. O impacto é analisado nas dimensões: atitude em relação à marca; qualidade da mensagem; perceção de profissionalismo; credibilidade; intenções de compra; intenções de passar a palavra. Adicionalmente, a familiaridade dos usuários com a fonte (conhecida vs. desconhecida) entre os novos influenciadores foi investigada quanto ao seu efeito nas dimensões acima mencionadas. Para validar os objetivos de pesquisa, foi elaborado um questionário online que recolheu 287 respostas válidas. Os resultados indicaram que os influenciadores tradicionais têm um impacto maior em intenção de compra, qualidade da mensagem transmitida e perceção de profissionalismo. Contudo, quanto à atitude em relação à marca, credibilidade e intenções de passar a palavra os resultados foram os mesmos para ambos os influenciadores. O efeito nos consumidores foi o mesmo quando exposto a uma fonte desconhecida. Resultados foram discutidos, limitações e futuras pesquisas apresentadas.

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Camarão, Rafael Pardal. "The evolution of the direct-to-consumer model in the sportswear industry : an assessment of the model’s application by top industry leaders." Master's thesis, 2021. http://hdl.handle.net/10400.14/34966.

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This dissertation assesses how the sportswear industry is approaching the rising trend, Direct-to-Consumer (DTC) model. Therefore, it explores its current development and the potential of model in the industry. The research questions were answered by developing four abbreviated case studies on global sportswear brands, Nike, Adidas, Puma, and Under Armour. The four abbreviated cases explain how top global sportswear brands are approaching model, what best practices they are using and the financial impact of the model. Also, a scenario-building approach was developed to understand what the future of this model in the sportswear industry will be. The sportswear brands are increasing the adoption of the DTC model at a fantastic pace over the years, especially online, which the sportswear brands fastest-growing channel. On a consumer perspective, consumers are more likely to buy and interact directly through a brand on digital platforms. The future of the DTC model in the sportswear industry is most likely to follow a base-case scenario, where the top global sportswear brands will increase the adoption of the model, and medium and small brands will follow the trend.
Esta dissertação tem como objetivo avaliar como a indústria do vestuário desportivo está a abordar a recente tendência de utilizar o model Direct-to-Consumer (DTC). Portanto, a mesma explora o desenvolvimento atual e potential que o modelo poderá ter na indústria. As perguntas de investigação foram respondidas ao construir quatro casos de estudos abreviados sobre marcas desportivas globais como Adidas, Nike, Puma e Under Armour. Os quatros casos de estudos explicam como marcas desportivas de topo estão a abordar este model, quais práticas estão a ser usadas e qual é o impacto financeiro que o modelo apresenta. Para perceber qual será o futuro do model DTC na indústria do vestuário desportivo foram construídos vários possíveis cenários. Ao longo dos anos, cada vez mais marcas desportivas estão a adotar este mode, especialmente as marcas estão a aplicar o modelo nos seus canais online, que são os que representam o maior crescimento. Na perspectiva do consumidor, é mais provável que os consumidores compram e interajam com as marcas nas plataformas digitais. O futuro do modelo DTC na indústria do vestuário desportivo tem maior probabilidades de seguir um cenário base, onde as maiores marcas desportivas continuarão a adotar o model e futuramente marcas médias e mais pequenas vão seguir esta tendência.

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Heng, Lin, and 林珩. "The Correlation Study of Project Management and Innovation of Opinion Leaders in Virtual Community-A Case of the "Bridging the Digital Divide of the SME" Project." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/91132443930350018342.

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Loureiro, Sofia Miranda. "A comunicação no setor da restauração: a importância da electronic word-of-mouth." Master's thesis, 2019. http://hdl.handle.net/10362/74798.

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Com os avanços da web ao longo dos últimos anos, muitos foram os desafios que se impuseram à comunicação estratégica e aqueles que se dedicam à gestão da reputação, nomeadamente no mundo digital. Com este trabalho exploratório, pretende-se assim analisar o modo como a comunicação no setor da restauração se adaptou aos novos contextos e à evolução dos meios de produção e difusão de informação à disposição dos consumidores. Partindo do conceito tradicional de comunicação word-of-mouth e analisando a sua evolução temporal ligada à noção de líder de opinião, procurou-se com este estudo compreender as mutações sofridas por duas ideias clássicas fortemente influenciadas pelas novas tecnologias. Da aceção inicial ao electronic word-of-mouth, com particular tónica nas novas plataformas agregadoras de opinião, este estudo foca-se na compreensão do impacto das estratégias utilizadas pelos profissionais de comunicação no setor restauração no processo de tomada de decisão quanto à escolha de um restaurante. Com o intuito de induzir ao aprofundamento a nível académico do estudo dos novos conceitos ligados à comunicação word-of-mouth e aos novos líderes de opinião em contexto digital, neste estudo recorreu-se para recolha de dados a métodos tanto quantitativos como qualitativos, questionário e entrevistas, bem como para a sua análise através de análise de conteúdo.
With the progress of web over the last few years, many challenges have been placed on strategic communications and those dedicated to reputation management, particularly in the digital world. The aim of this exploratory study is to analyze how communication in the restaurant sector has adapted to the new contexts and to the evolution of production and diffusion means of information available to consumers. Starting from the traditional concept of word-of-mouth communication and analyzing its evolution through time linked to the notion of opinion leader, this study sought to understand the mutations suffered by two classical ideas strongly influenced by the new technologies. From the initial approach to electronic word-of-mouth, with particular focus on the new opinion-aggregating platforms, this study focuses on assessing the impact of strategies used by communication professionals in the restaurant sector in the decision-making process regarding the choice of a restaurant. In order to induce the academic study of new concepts related to word-of-mouth communication and to new opinion leaders in the digital context, this study used both quantitative and qualitative methods to collect data, through questionnaire and interviews, as well as for their analysis through content analysis.

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Couñago, Pedro Miguel Lourenço. "Twitter e Web Summit 2019: Um estudo de caso." Master's thesis, 2020. http://hdl.handle.net/10071/21454.

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A presente dissertação refere-se a um estudo de caso feito através do Twitter relativamente a um dos eventos mais importantes no contexto português: o Web Summit, sendo, neste caso, o estudo referente à edição de 2019. Para tal, são recolhidos tweets com recurso a software especializado que consegue traduzir os mais variados detalhes sobre o evento e, enfim, qual o estado de espírito, as ideias chave a reter para próximas edições e, como objetivo último, quais os líderes de opinião. Pretende-se fazer uma fiel análise daquelas que são as principais incidências neste evento tecnológico, criando-se uma rede que permita conhecer quais os principais temas, quem tem mais relevância para a rede social no evento e também que laços se formam entre os principais líderes de opinião e os seus seguidores. Para tal, passarei por algumas definições importantes de redes sociais digitais, líderes de opinião, a importância do Twitter e das redes sociais na análise de eventos, entre outros. É preciso uma análise conceptual destes termos visto que a morfologia da construção das redes entre os indivíduos mudou, com agora as redes sociais a terem um papel importantíssimo na interação e junção de indivíduos com os mesmos tipos de interesse, muito graças ao fenómeno da homofilia. Eventos como o Web Summit têm grande importância para o país, porque contemplam um nível de aposta grande, captando diversos públicos-alvo, algo que não é feito totalmente de forma imparcial, procurando eu analisar de forma crítica aquilo que é dito pelos marcadores de tendências.
The present document refers to a case study that uses Twitter and analyzes one of the most importante events on Portugal: Web Summit, with the study relating to the 2019 edition. It relies on a great number of tweets that use especialized software that can translate the various details about the people that write them and the main themes discussed. It can also show the general spirit about the event, the key ideas to retain for next editions and, lastly, who are the opinion leaders. This work pretends to do a reliable analysis of this tecnological event, creating a network that allows us to know the main themes, who has the most relevance to the social network of the event and also the relationships formed between the main opinion leaders and their followers. I´ll go through some important definitions of digital social networks, opinion leaders, the importance of Twitter and social networks sites in the analysis of events, among others. Also, I’ll do a conceptual analysis to understand the morphology in the relations of individuals, with social network sites having a very importante role to play in the construcion of stronger bonds and aligning people with same interests, mainly because of the homofilia phemomenon. Events like Web Summit have huge importance to the organizing country, since they try to capture diferente targets, not always in an impartial manner. Because of that, it is important to do a critical analysis of what is written by the opinion leaders and trend setters.

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Рахманіна, Наталя Семенівна. "Комунікативні механізми взаємодії з лідерами думок у межах рекламної кампанії." Магістерська робота, 2020. https://dspace.znu.edu.ua/jspui/handle/12345/4518.

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Рахманіна Н. С. Комунікативні механізми взаємодії з лідерами думок у межах рекламної кампанії : кваліфікаційна робота магістра спеціальності 061 "Журналістика" / наук. керівник Т. М. Плеханова. Запоріжжя : ЗНУ, 2020. 75 с.
UA : Магістерська робота «Комунікативні механізми взаємодії з лідерами думок у межах рекламної кампанії» – основний текст – 75 сторінок. Для виконання дипломної роботи опрацьовано 70 джерел. Об’єктом дослідження є проектна діяльність лідерів думок з компаніями або брендом в українському медійному просторі. Предметом дослідження є механізми ефективної взаємодії з інфлюенсерами у межах рекламної кампанії. Мета дослідження: виявлення специфіки діяльності лідера думок як інструменту рекламної кампанії та надання рекомендацій для успішної рекламної стратегії. Методи дослідження: для з’ясування ефективність рекламної кампанії за участі лідерів думок для бренду та виявлення найефективніших шляхів комунікацій було використано такі методи: аналіз, описовий метод, контент-аналіз, порівняння, метод класифікації та узагальнення, а також систематизація. Для реалізації поставленої мети необхідно виконати такі завдання: 1) визначити поняття «реклама», «нативна реклама», «інфлюенс-маркетинг», «лідер думок» у межах медіакомунікації; 2) розкрити основні стратегії рекламних кампаній; 3) виділити типи лідерів думок за різними показниками; 4) проаналізувати особливості сегментування та дослідження цільової аудиторії бренду та лідера думок; 5) змоделювати дієві комунікативні механізми взаємодії з лідерами думок у межах рекламної кампанії. 6) подати рекомендації до підготовки, запуску контенту та оцінки ефективної співпраці з інфлюенсерами. Методологічну і теоретичну основу дослідження складають праці вітчизняних і зарубіжних науковців, які досліджували інфлюенс-маркетинг і комунікативні стратегії у соцільних мережах загалом та в межах медіакомунікації зокрема: Дж. А. Барнес, О. Довженко, П. Лазарсфельд, Е. Кац, В. Зірка, В. Корольков, Л. Патрік. Наукова новизна: в роботі були подані рекомендації щодо підготовки, запуску контенту та оцінки ефективної співпраці з інфлюенсерами. Сфера застосування: матеріали проведеного дослідження можуть бути використані у професійній діяльності менеджерів з медіакомунікацій, працівників рекламних і PR агенцій, а також під час подальших наукових розробок із питань залучення лідерів думок у просуванні брендів.
EN : Master's thesis "Communicative mechanisms of interaction with thought leaders within the advertising campaign" - main text - 75 pages. 70 sources were processed for the thesis. The object of the research is the project activity of opinion leaders with companies or brands in the Ukrainian media space. The subject of the study is the mechanisms of effective interaction with influencers within the advertising campaign. The purpose of the study: to identify the specifics of the activities of the opinion leader as a tool of the advertising campaign and provide recommendations for a successful advertising strategy. Research methods: The following methods were used to determine the effectiveness of the advertising campaign with the participation of opinion leaders for the brand and to identify the most effective ways of communication: analysis, descriptive method, content analysis, comparison, classification and generalization, and systematization. To achieve this goal it is necessary to perform the following tasks: 1) define the concepts of "advertising", "native advertising", "influence marketing", "thought leader" within media communication; 2) to reveal the main strategies of advertising campaigns; 3) identify the types of opinion leaders on various indicators; 4) analyze the features of segmentation and research of the target audience of the brand and the opinion leader; 5) to model effective communicative mechanisms of interaction with thought leaders within the advertising campaign. 6) make recommendations for the preparation, launch of content and evaluation of effective cooperation with influencers. The methodological and theoretical basis of the study are the works of domestic and foreign scientists who studied influenza marketing and communication strategies in social networks in general and within media communication in particular: J. A. Barnes, O. Dovzhenko, P. Lazarsfeld, E. Katz, V. Zirka, V. Korolkov, L. Patrick. Scientific novelty: the paper provided recommendations for the preparation, launch of content and evaluation of effective cooperation with influencers. Scope: the materials of the study can be used in the professional activities of media communications managers, employees of advertising and PR agencies, as well as during further research on the involvement of opinion leaders in brand promotion.

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Cruz, Rodrigo Paulo dos Reis. "Plano de ação digital para a geração de leads: aplicação à RE/MAX Progresso." Master's thesis, 2020. http://hdl.handle.net/10400.26/36642.

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A era digital mudou a forma como se realiza negócios, e é importante que os profissionais de marketing acompanhem as necessidades dos seus potenciais clientes, construindo um plano de geração de leads bem estruturado e uma estratégia de relacionamento com o cliente com base em conteúdo adequado e relevante. Com a elevada concorrência no mercado imobiliário e as quotas de mercado a se dividirem por diversas agências, pode-se considerar este mercado como estando numa fase de saturação. O número de agências e respetivos consultores é cada vez maior e a procura por clientes compradores, vendedores e o próprio recrutamento vem-se tornando nos últimos tempos cada vez mais agressiva. Os métodos de marketing de tradicional para angariação de clientes e recrutamento têm-se relevado insuficientes para este objetivo, na medida em que o elevado custo, a falta de retorno e a dificuldade de medição de performance exigem às agências que se reinventem e apresentem uma nova estratégia complementar, o digital. A palavra-chave para um plano digital não é revolução, mas sim evolução. Do mesmo modo que a aposta nos canais tradicionais não pode ser suplantada, a aposta na internet também não resolverá todos os problemas se não for bem gerida e aplicada. O significado de estar presente online não é mesmo de ter presença online, e dentro deste espectro existem uma ampla gama de estratégias e ações que podem ser implementadas. A este plano acresce a responsabilidade de vir a ser aplicado num período conturbado provocado pela pandemia de Covid-19 que trouxe ao de cima as diversas oportunidades de negócio e alcance que os canais digitais oferecem. Deste modo, estará aqui refletido um plano de ação digital para a geração de leads com perspetiva de aplicação futura numa pequena organização empresarial imobiliária.
The digital age has changed the way business is done, and it is important that marketers follow the needs of their potential customers, building a well-structured lead generation plan and a customer relationship strategy based on appropriate content and relevant. With the high competition in the real estate market and market shares divided by several agencies, this market can be considered to be in a saturation phase. The number of agencies and their consultants is increasing and the demand for buyers, sellers and the recruitment itself has become increasingly aggressive in recent times. The traditional marketing methods for attracting clients and recruiting have proved to be insufficient for this purpose, as the high cost, lack of return and the difficulty of measuring performance require agencies to reinvent themselves and present a new complementary strategy, the digital. The keyword for a digital plan is not revolution, but evolution. In the same way that betting on traditional channels cannot be supplanted, betting on the internet will also not solve all problems if it is not well managed and applied. The meaning of being present online is not the same as having an online presence, and within this spectrum there are a wide range of strategies and actions that can be implemented. In addition to this plan, there is a responsibility to be applied in a troubled period caused by the Covid-19 pandemic that brought to light the various business opportunities and reach that digital channels offer. In this way, a digital action plan for generating leads with a view to future application in a small real estate business organization will be reflected here.

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Bang, Sungsoo. "Beyond the Red and the Blue : political Twitter networks of U.S. House of Representatives and Korean National Assembly." 2013. http://hdl.handle.net/2152/23251.

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This research investigates the Twitter network sphere of the 112th U.S. House of Representatives and the 18th Korean National Assembly members. Drawing from social network analysis, this study explores and compares structural characteristics of each legislative political network at diverse network levels – legislative, party and personal network. Mapping these networks highlights the major features of these two elite political networks grounded in a new social medium. Findings indicate that U.S. and Korean lawmakers have created and are enjoying affluent and multi-layered digital networks. Dynamic legislative-body networks, strong party networks, and a variety of personal networks with diverse partisan and bipartisan relationships demonstrate how politicians are agile at using new mediums. This research confirmed that these newly created legislative networks go beyond partisanship. Complicated structures demonstrate active and mutual interactions among lawmakers, and the political networks with large numbers of bipartisan tie relationships indicate that the political elite communicate, interact, and build relationships with each other rather than remaining disconnected or isolated. This research revealed new types of leaders – digital opinion leaders – emerging from newly created digital legislative networks: the most connected lawmakers; lawmakers who have great potential to coordinate party politics; the most sought after leaders; and most sociable lawmakers. By examining lawmakers’ patterns of relationship building in the network, this research tests whether these relationships are dependent on party position, ruling or opposition, in the network. In turn, this provides evidence for different uses of this new medium by party position in both legislative bodies. Detailed examination of Twitter use by political elites in Korea and the U.S. illuminate how this new media platform is being adopted by and changing politics in two distinct social and cultural settings. This new political arena, a fully digitalized and networked sphere where dynamic competition and cooperation occurs between political elites, has emerged as one of the political battlefields in politics today.
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Broos, Elizabeth. "Information, communication and technological competencies in a digital working environment : a case study in the Netherlands Defence Organization." Thesis, 2008. http://hdl.handle.net/2263/25608.

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This research is an attempt to obtain insight in the influence of ICT and the information society on the labour environment of the officers of the Netherlands Defence Organization and to determine the competence of those officers in a number of information, communication and technological areas associated with the changed ways of working in the information society as they are discussed in the literature. What was found is that a substantial number of officers are not fully prepared to participate in the new ways of working required in the information society. The implications of those findings for a digital learning environment for the Netherlands Defence Academy are discussed and a general model for information, communication and technological competencies for managers in the information society is proposed based on the results of the case study.
Thesis (PhD (Computer-Integrated Education))--University of Pretoria, 2008.
Curriculum Studies
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Silva, Davide Miguel Vieira da. "Inbound marketing & marketing automation: o impacto na angariação de leads : estudo de caso da empresa Go4Mobility." Master's thesis, 2021. http://hdl.handle.net/10437/12774.

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Orientação: Ana Raquel de Ponte Figueiras
A transformação digital assume um fator primordial nas opções estratégicas das empresas, as quais devem tomar decisões que lhes permitam, potenciar os seus resultados através das mais valias associadas ao Digital e, à Tecnologia. Esta investigação incide sobre o conceito de Inbound Marketing, que permite às empresas atrair visitantes para os seus canais, essencialmente, para o website, converter os mesmos em leads (potenciais clientes), e, por fim, converter as leads em clientes fidelizados. Através do Inbound Marketing, novos, mas também, atuais clientes, podem tornar-se promotores da marca, aumentando assim o retorno dos mesmos para com a empresa. O Marketing Automation e a sua aplicabilidade através das funcionalidades e, da tecnologia disponível em forma de plataforma, possibilita que as empresas possam, por um lado, automatizar processos, e por outro, dotar se de um conjunto de estratégias e canais de comunicação, que lhes permitem oferecer aos seus clientes e contactos, uma boa experiência de utilização, potenciando assim os resultados comerciais das empresas e a satisfação dos seus clientes. O presente estudo tem como principal objetivo aferir o impacto da implementação de estratégias de Inbound Marketing e, a utilização de uma plataforma de Marketing Automation, na angariação de leads para as empresas. De forma a inquirir as evidências deste impacto, é realizado um estudo de caso sobre a empresa Go4Mobility, que implementou estas duas estratégias, com o objetivo de angariar um maior número de oportunidades de negócio (leads). No decorrer do estudo, foram também especificadas as técnicas utilizadas e que culminaram na angariação de um maior número de leads.
The strategy definition on the business sector is something very important and the Digital Transformation assumes a big relevance. Companies should make decisions that allow them, to increase their results through all the potential and the added value associated with Digital and Technology. This study is focused on the concept of Inbound Marketing strategies, that provide the ability to attract traffic for the company channels, in order to generate business leads. Marketing Automation and its applicability through your features and, of the technology available in the platform, allows companies to automate processes and to provide themselves with a set of strategies and communication channels, to deliver a good user experience for your contacts and also, to your customers, enhancing the companies' commercial results and customer satisfaction. This research aims to verify the impacts of the implementation of Inbound Marketing strategies and the use of a Marketing Automation platform to attract business leads. In order to identify the existence of this impact, was carried out a case study with the company – Go4Mobility. They implemented these two strategies in order to raise a greater number of business leads. Through the study, the techniques used were also specified, which concluded in the acquisition of an interesting number of business leads.

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Oliveira, Marta Borges Caroço Ferreira de. "Análise do impacto da implementação de uma estratégia de inbound marketing na geração de leads estudo de caso das empresas Voxtron e Youlead." Master's thesis, 2016. http://hdl.handle.net/10437/7644.

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Orientação: Paula Lopes
Esta investigação introduz o conceito de Inbound Marketing, que permite às empresas atrair visitantes para o seu website, converter os mesmos em potenciais clientes (leads) e, por fim, converter as leads em clientes fidelizados e promotores da sua marca. Para isso este utiliza técnicas de Blogging, Search Engine Optimization (SEO), Content Marketing, e também as redes sociais. O presente estudo tem como principal objetivo averiguar o impacto da implementação de estratégias de Inbound Marketing na angariação de leads de negócio para as empresas. De modo a averiguar a existência deste impacto, é levado a cabo um estudo de caso das empresas Voxtron e YouLead, que implementaram este tipo de estratégia com o objetivo de angariar um maior número de potenciais clientes (leads), tendo sido comparada em ambas as empresas a quantidade de leads angariadas nos períodos anteriores e posteriores à implementação da estratégia de Inbound Marketing. Foram também especificadas as técnicas utilizadas que conduziram à angariação de um maior número de leads. No caso da empresa YouLead, os resultados parecem apontar para a existência de um impacto da implementação da estratégia de Inbound Marketing na angariação de novas leads de negócio. No caso da empresa Voxtron, os dados fornecidos não permitiram aferir se o aumento no número de leads geradas nos períodos considerados está diretamente relacionado com a implementação da estratégia de Inbound Marketing na empresa.
This research introduces the concept of Inbound Marketing, which allows companies to attract visitors to your website, convert them into potential customers (leads) and ultimately convert those leads into loyal customers and brand promoters. To do this, it uses Blogging techniques, Search Engine Optimization (SEO), Content Marketing, and also Social Networks. This study aims to verify the impact of the implementation of Inbound Marketing strategies in attracting business leads for companies. In order to identify the existence of this impact was carried out a case study with two companies, Voxtron and YouLead, that have had implemented this type of strategy in order to raise a greater number of potential customers (leads) and made a comparison between companies regarding the amount of leads raised before and after the implementation of the Inbound Marketing strategy. The techniques leading to raise a larger number of leads were also specified. In the case of YouLead company, the results obtained point to the existence of an impact of the implementation of the Inbound Marketing strategy in attracting new business leads. In the case of Voxtron company, the data provided did not allow to assess whether the increase in the number of leads, on the studied periods, is directly related to the implementation of the Inbound Marketing strategy in the company.

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Lopes, André Filipe Ferreira. "Paid Search Advertising como meio de desenvolvimento de Brand Awareness para a conversão de Leads." Master's thesis, 2021. http://hdl.handle.net/10400.26/36117.

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A inovação tecnológica trouxe mudanças teóricas na maneira como o marketing é aplicado, passando a haver um maior interesse das empresas pela prática de paid search advertising, devido à maior eficácia na entrega de uma mensagem. Simultaneamente, a concorrência cada vez mais acirrada em muitos dos sectores de serviços B2B, tem levado as organizações a procurar uma vantagem competitiva por meio da notoriedade da marca. Diante desses desafios, a SGS Academy enquanto departamento de formação profissional do grupo SGS, passou a procurar novas formas de comunicar digitalmente, de modo a promover uma maior aproximação do negócio ao seu mercado e converter um maior número de leads através dos seus canais digitais. Para tal, delineou-se uma estratégia assente na criação e monitorização de uma campanha promocional com recurso a anúncios pay-per-click na plataforma Google Ads. O presente documento académico apoia-se numa técnica de análise de conteúdo e comprova que a introdução de uma campanha comunicacional de paid search advertising, assente na criação e monitorização de anúncios PPC, atuou como um meio eficaz para o aumento da brand awareness da SGS Academy e consequente conversão de leads no ecossistema digital da marca.
The technological innovation has brought theoretical changes in the way marketing is applied, and companies are now more interested in the practice of paid search advertising, due to the greater effectiveness in delivering a message. Simultaneously, the increasingly fierce competition in many of the B2B service sectors has led organizations to seek competitive advantage through brand awareness. Facing these challenges, SGS Academy, as a professional training department of the SGS group, started looking for new ways to communicate digitally, in order to promote a closer approach of the business to its market and convert a greater number of leads through their digital channels. To this end, it was outlined a strategy based on the creation and monitoring of a promotional campaign using pay-per-click ads on the Google Ads platform. This academic document is supported by a content analysis technique and proves that the introduction of a paid search advertising campaign, based on the creation and monitoring of PPC ads, acted as an effective means to increase SGS Academy brand awareness and consequent conversion of leads in the digital ecosystem of the brand.

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