Dissertations / Theses on the topic 'LOTE online'
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Barty, Karin, and edu au jillj@deakin edu au mikewood@deakin edu au kimg@deakin. "Students' experiences of e-learning at school." Deakin University. School of Education, 2001. http://tux.lib.deakin.edu.au./adt-VDU/public/adt-VDU20040614.145900.
Full textSchoemaker, Holmes Jacqueline. "'Doing love' online : performative gender and the urban everyday." Thesis, University of British Columbia, 2010. http://hdl.handle.net/2429/23342.
Full textJohnson, James Henry. "Dating_MissRepresentation.Com: Black Women's Lived Love-Hate Relationship With Online Dating." OpenSIUC, 2017. https://opensiuc.lib.siu.edu/dissertations/1363.
Full textFalkenstein, Luisa Elena. "Because They Love You: An Analysis of the @BVG_Kampagne Twitter Feed." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21513.
Full textLambert, Tania. "Young adults' experiences of romantic love relationships in virtual space." Thesis, Nelson Mandela Metropolitan University, 2017. http://hdl.handle.net/10948/7577.
Full textMarsh, Maureen Margaret. "Love on the line the social dynamics involved with meeting other people using New Zealand online dating sites /." The University of Waikato, 2007. http://hdl.handle.net/10289/2326.
Full textBrynhildsen, Niklas, and Julian Lundberg. "Närvarande Frånvaro -En kvalitativ studie av online-gaming i samborelationer." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-75508.
Full textTaggart, Molly B. "“What’s Love Got to Do with It?” The Effect of Love Styles on the Motives for and Perceptions of Online Romantic Relationships." Kent State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=kent1322468283.
Full textSaw, Yadana Josephine. "Frodo is grea... who is that?!?: the production and consumption of an online celebrity parody." Thesis, University of Canterbury. Sociology and Anthropology, 2007. http://hdl.handle.net/10092/1745.
Full textToohey, Raiza A. "Wired Valentines and Webs of Love: An Examination of People’s Attitudes and their Intentions to Use the Net to Form Romantic Relationships." Digital Archive @ GSU, 2007. http://digitalarchive.gsu.edu/communication_diss/11.
Full textKara, Alexandra Paulina, and Emelie Olsson. "Att finna kärleken i det senmoderna samhället : En sociologisk uppsats om risker med att dejta på nätet." Thesis, Högskolan i Halmstad, Akademin för hälsa och välfärd, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29015.
Full textThe purpose of this study is to contribute with knowledge and understanding of how love can be created in the late modern society. Current studies on this topic shows that society today is more individualized than before, which means that the conditions in order to get successful love relationships has changed. We have adopted new forms of dating which are characterized by the freedom of choice for individuals. The development of technology has led to new opportunities to find intimacy and trust online as a consequence of the modernization. This qualitative thesis is based on interviews with online daters and has been interpreted on the basis of Beck's theories of the risk society, Giddens theories of pure relationship, and Goffman's theories about the dramaturgical perspective. The result shows that there are several risks and dangers with the online dating. The online daters are likely to be disappointed if they go in with too high expectations, they also risk ending up in unsatisfying relationships or being deceived or mislead online by other online daters. However there were strategies to overcome these risks and dangers to find love. Having an open mind and lower the expectations, broaden the range of online daters and simultaneously engage in deep communication to build trust, tended to minimize the risks and dangers that online daters faced when they were searching for love online.
Goldberg, James Arthur. "Drink Me, or: How I Learned to Stop Worrying and Love the Blog." BYU ScholarsArchive, 2010. https://scholarsarchive.byu.edu/etd/2161.
Full textWinget, Megan. "User-defined classification on the online photo sharing site Flickr ... Or, How I learned to stop worrying and love the million typing monkeys." dLIST, 2006. http://hdl.handle.net/10150/105631.
Full textChen, Xin. "Boys' Love (Danmei) fiction on the Chinese internet : Wasabi Kun, the BL forum Young Nobleman Changpei, and the development of an online literary phenomenon." Thesis, University of British Columbia, 2017. http://hdl.handle.net/2429/62892.
Full textArts, Faculty of
Asian Studies, Department of
Graduate
Silva, Vergas Vit?ria Andrade da. "Qu?o romance ? minha vida amorosa! : namoro virtual e narrativas." Universidade Federal do Rio Grande do Norte, 2012. http://repositorio.ufrn.br:8080/jspui/handle/123456789/13805.
Full textCoordena??o de Aperfei?oamento de Pessoal de N?vel Superior
This research aims to acknowledge the virtual dating phenomenon. The research deals with this phenomenon in Orkut, a social networking website. Thus, it considers debates and forums that were present in a Brazilian Orkut online community called Conheci meu amor pela internet (I met my love through the Internet). As a staring point the research dealt with issues such as: what are the debates about? How can we deal with practices that question their own dating process? According to the initial hypothesis, these debates reveal different contemporary social aspects: 1) they emerge as a response to demands on behalf of a society that is rather reflexive. This reflexive element is fundamental for the constitution of the self 2) these debates work as support elements in social relations that are built upon this sphere. In this context, individuals write about themselves and constitute themselves as real individuals that acquire a sense as subjects; and 3) people discuss online dating as form reconstructing former experiences. Empirical analysis demonstrates that these forums and polls present themselves as a social phenomenon that allows a particular form of self presentation on the internet. In order for these subjects to present themselves they built their own self narratives. What is possible to acknowledge considering these narratives is that there is a predominance of the element of intrigue that is further solved and demonstrate a satisfactory result. These narrators then choose online dating situation that present happy endings and happiness that are associated to romantic ideals that are worthwhile being shown. The contents present in these narratives are dealt with by the research. Thus, this work defends the thesis that the online dating narratives are a mixture of facts and fiction once all experiences deal with romantic imaginary as well as personal dating experience. Thus, the research is an attempt to understand what goes on the forums and debates that deal with the fictionalized and dramatized daily experiences in the performances that are similar to games. This is possible due to the fact that there is use of romantic fables and concrete experiences realized by online dating
A pesquisa se prop?e a estudar o fen?meno do namoro virtual atrav?s da observa??o do Orkut, rede social on-line. Para tanto, analisa os debates travados em f?runs e enquetes de uma de suas comunidades virtuais, chamada Conheci meu amor pela internet. Como ponto de partida, colocam-se as seguintes quest?es: em que se revestem tais debates? O que subjaz ?s pr?ticas que visam interrogar os pr?prios namoros? Conforme as hip?teses iniciais, tais debates desvelam diferentes aspectos sociais contempor?neos: 1) eles emergem para responder ?s demandas de uma sociedade que toma a reflexividade como elemento fundamental para a constitui??o do eu; 2) convertem-se em suportes, na medida em que as rela??es sociais, tecidas nesses espa?os, aparecem investidas por uma escrita de si que indiv?duos lan?am m?o para se constitu?rem enquanto sujeitos de sentido; por fim, 3) discutem-se namoros virtuais com vistas a reconstruir de outra maneira aquilo que foi vivido. A an?lise emp?rica demonstra que esses f?runs e enquetes apresentam-se enquanto um fen?meno social que d? origem a uma forma particular de apresenta??o do eu na internet. No ensejo por apresentarem-se, os mesmos atores acabam por construir narrativas de si. O que se observa nessas narrativas de namoros virtuais ? a predomin?ncia de uma intriga, cujo desfecho revela-se exitoso, de resultado satisfat?rio, feliz. Os narradores elegem casos de namoros virtuais que se desenrolam sob a forma de uma felicidade amorosa associada a ideais rom?nticos como dignos de serem retratados. O teor dessas narrativas ? desses aspectos tribut?rio. Portanto, a partir dessas formula??es, defende-se neste trabalho a tese segundo a qual as narrativas de namoros virtuais s?o um misto de fato e fic??o, na medida em que s?o narrativas tecidas com empr?stimo tanto do imagin?rio rom?ntico quanto da pr?pria experi?ncia amorosa vivida nos namoros. Em resumo, esta pesquisa esfor?a-se por compreender f?runs e enquetes cujo cotidiano amoroso ? ficcionalizado e dramatizado atrav?s de jogos perform?ticos compostos pela fabula??o rom?ntica e pela experi?ncia de concretude dos namoros virtuais
Böhme, Timo, Erhard Rahm, and Dieter Sosna. "LOTS: Online-Training an der Universität Leipzig." 2006. https://ul.qucosa.de/id/qucosa%3A32167.
Full textHung, Kuo-Tung, and 洪國棟. "Online Dating Motivations toward Love, Internet Addiction and Positive Affect." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/39206468752727683319.
Full text國立雲林科技大學
應用外語系
103
This study aimed at the relationship among Online Dating Motivations toward Love, Internet Addiction and Positive Affect. The survey sample included 460 randomly selected participants in the vocational high school students from grade ten to twelve in Yunlin county. Exploratory factor analysis would identify online dating motivations toward love, Internet addiction and positive affect of the vocational high school students, which consisted of the four subscales: Online Dating Motivations Scale, Love Scale, Positive Affect Scale and Internet Addiction Scale. The survey data collected would analyze factor analysis, structural equation modeling, and partial correlations. The study used structural equation modeling (SEM) to test the proposed research model. The results showed that Online Dating Motivations significantly influenced Love, Positive Affect played a significant role to Love, and Internet Addiction showed the negative relation to Positive Affect and Online Dating Motivations. Finally, the limitation of the study and the recommendation of the study were discussed for future research.
DOUCHOVÁ, Marcela. "Reprezentace osobnosti v prostředí hry LOTR Online prostřednictvím jazykových a mimojazykových prostředků." Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-381089.
Full textLi, Jian-De, and 李建德. "The Relationships between Online Dating Motivations and Love Styles of College Students." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/57987450147012707852.
Full text國立東華大學
諮商與臨床心理學系
103
The purpose of this research was to explore relationship among online dating motivations and love styles for the college students. The instruments used were Student Information Sheets, Cyber-Relationship Motives Scale, and the Scale of Taiwanese Love Styles Based on College Samples. The subjects of this study consist of 766 college students in western and eastern Taiwan. The research analyzed all the information by descriptive statistics, t-test, one-way analysis of variance, independent samples, Pearson’s product-moment correlation, and stepwise multiple regression analysis. The results were shown as follow: (1) Of all love styles, the college students’ Romantic and Expressive style is the most, and Vagrant and Strategic style is the least. (2) There was significant difference of gender on three kinds of online dating motivations. (3) There was significant difference of gender on Vagrant and Strategic style, Adherent and Sacrificing style, Pessimistic and Reserved style, and Sexual and Sensible style. (4) There was significant difference of grade on romance, one of three online dating motivations. (5) There was significant difference of grade on Marriage-Purposeful style as well as Sexual and Sensible style. (6) There was significant correlations among online dating motivations and love styles. (7) Online dating motivations could significantly predict eight kinds of love styles. Based on the above findings, suggestions to students, parents, teachers, schools and future studies are presented.
Su, Feng-Kai, and 蘇豐凱. "Applying Classification Technique for Analyzing the Win/Lose Factors of Online Games." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/35308236545634007311.
Full text國立高雄大學
資訊管理學系碩士班
102
Accompanying with the arrival of e-age, youngsters are fascinated with online games tremendously. Via the online games "LOL", this study regarded it as the subject. It's neither the same of the factors that influencing every game-player, so the purpose of this study are collecting the factors which game players are effected with upon the game process and classifying, equally proceeding Data Mining through the analysis techniques of Bayesian Network and Decision Tree to assay whether these factors can proceed appropriately classifying with regard to the game's victory and defeat or not. Furthermore, this study utilizes factor-analysis to discover the key-factor influencing victory or defect. Through the result of this study, It's realized that these four factors, including the amount of acquaintances, the location where playing game, the type of computer and the speed of the internet, may being the factor influencing game's victory or defect.
Huang, Pengli. "A search for fun, love, or equality : boys' love fiction and fans in China." Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-08-1711.
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Santos, Joana Fonseca dos. "Exploring the impact of "massclusivity" campaigns on brand love through online brand communities." Master's thesis, 2018. http://hdl.handle.net/10071/18255.
Full textEsta dissertação visa compreender o impacto do desenvolvimento de campanhas de luxo para massas no sentimento e na relação que os membros das comunidades online têm para com as respetivas marcas. Esta investigação compreende a análise do conceito e da perceção de luxo; do mercado associado ao mesmo – com foco no segmento de moda; e do impacto de tendências atuais como a digitalização e a criação de luxo para massas. Com o intuito de compreender a dinâmica do mercado selecionado, esta dissertação concentra-se em bases de marketing relacional, como a relação entre os consumidores e a marca – bem como os sentimentos associados – e ao desenvolvimento de comunidades de marca. Foi realizada uma análise netnográfica à Gucci – uma marca de moda de luxo –, e à H&M – uma marca de massas –, bem como às respetivas comunidades on-line, Facebook e Instagram, durante um período que considera o lançamento de campanhas de exclusividade para massas por parte destas marcas. A recolha de informação para esta investigação ocorreu nas comunidades online selecionadas, e permitiu a compilação de um total de 336.509 interações entre os consumidores e as marcas, sendo que as interações dos membros das comunidades online foram analisadas considerando as publicações das marcas entre os seguintes períodos: (1) Gucci – Março de 2017 a Março de 2018; (2) H&M – Julho de 2017 a Março de 2018. Este estudo identifica impactos não apenas para a aplicação na gestão de marcas de luxo, mas também para o mercado de moda em geral. Apesar dos sentimentos dos consumidores relativamente à marca não sofrerem alterações significativas, o desenvolvimento de campanhas de exclusividade para massas tem várias consequências identificadas neste estudo: gera envolvimento dos consumidores nas comunidades e promove a expansão das mesmas, especialmente devido à novidade que estas campanhas representam no mercado e à curiosidade que geram. As marcas de luxo que pretendem diversificar as suas audiências e tornarem-se competitivas num setor tradicional podem considerar estas campanhas uma hipótese com retornos positivos.
Baker, Sunshine. "Blogging Love After Loss: How Widows Use Facework When Revealing Their New Relationships Online." Master's thesis, 2014. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/6054.
Full textM.A.
Masters
Communication
Sciences
Communication; Mass Communication Track
Cresswell, Catherine. "Female agency in action: an examination of interactions in an online 'love and relationships' discussion forum." Thesis, 2015. http://hdl.handle.net/10539/18421.
Full textThis project examined the discursive and interactional processes by which female participants present and discuss their romantic relationships in the ‘Love and Relationships’ MXit forum on the South African Non-Governmental Organisation, HIVSA’s, hi4LIFE mobile phonebased project. In doing so, it was possible to explore some of the norms and ‘taken-forgranted’ practices of romantic relationships that the participants describe, which offer insight into present research into adolescent experiences of gender and romantic relationships, as well as some new subjects for consideration during intervention or analysis. In particular, the participants discussed a commitment-based conception of love, and linked it to partnerfidelity, but also to his commitment of time and attention. A feelings-based conception of love was mobilised to suggest why a participant may deviate from the norm of breaking up with a partner who has been unfaithful. The question of children was contested in terms of whether they should be part of a committed relationship, or a decision that a woman should make separately from her romantic relationships. Taken together, it is suggested that because conceptions of love and having children appear not to be foreclosed normative practices as these participants debate and contest them, these could prove fertile points of intervention with young women’s choices, agency, and ultimately, empowerment. Thus this study recommends disseminating and increasing the scope of hi4LIFE and similar projects that provide platforms for the production of female agency.
Carstens, Dennis Ryan. "The perfect storm : administrative conditions of an effective online distance learning program in the Lone Star College System." 2008. http://hdl.handle.net/2152/18062.
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Chen, Jin-Yu, and 陳勁宇. "Love-Disappointment Recovery and Online Communities-An Exploratory Study on the Perceptions of PTT Broken-Heart Members." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/77004146967045405321.
Full text國立暨南國際大學
資訊管理學系
97
Love traumatism is a common torment for most young people. Social tragedies were often seen resulted from untreated traumatism. Since the current younger generations spend larger amount of time on the Internet, it would be important to investigate the love traumatism recovery process within Internet communities. This research aims to investigate the perceptions of online community members on the imfluence of community interactions to the recovery effect of love traumatism. The results revealed that the major purpose to join the community is taking others’ love loss experience as references to their own. Members perceive they could obtain a sort of psychological comforts by reading other’s articles, and obtain a sense of social support from others’ responses to their article. In addition, this research found that sex and anonymity could be important factors that might affect the perception of Internet community effects.
Yun, Mengwu. "QUEST FOR PURE LOVE AND EQUAL RELATIONSHIP: THE GENESIS AND MEANING OF CHINESE DANMEI NOVEL." 2018. https://scholarworks.umass.edu/masters_theses_2/684.
Full textHsieh, Hsiang-Pei, and 謝享霈. "The Influence of lifestyle, love attitude and technology readiness on online dating cognition and behavior among Generation Y." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/2q28ep.
Full text國立東華大學
社會學系
106
The purpose of this study is to explore the real situation of lifestyle, love attitude, technology readiness, online dating cognition, and online dating behavior, and the factors that affect Y generations online dating behavior. The study adopts the method of questionnaire survey. There were 559 completed and effective questionnaires to be collected by snowball sampling. The analyzable data reached 94 %. Findings are as the followings. Demographics, lifestyle, love attitude, and technology readiness could influence online dating cognition and online dating behavior. Three sub-aspects under online dating cognition can positively affect the online dating behavior. The key factors for the cognition of lifestyle, love attitude, technology readiness, online dating of Y generations are “being fashionable”,“adherent and sacrificingstyle”,“ innovativeness” , and “ functional value”. Y generations’s age and the monthly leisure budge are the factors to affect the technology readiness. There was significant difference of gender on life expansionists, Sincere and Devoted style, Sexual and Sensible style, Adherent and Sacrificing style, Marriage-Purposeful style, and Innovativeness. There was significant difference of sexual orientation on love attitude. Age, Preference for foreign products, Sincere and Devoted style, Sexual and Sensible style, reliance, functional value, and emotional communication could significantly predict Y generations’ s online dating behavior.
TSAI, HSIN-YUN, and 蔡欣芸. "A study on Audience’s Viewing Intention in Taiwan Boys’ Love Drama: Taking an Online Drama HIStory Series for Example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/m4e2vh.
Full text國立臺灣藝術大學
廣播電視學系碩士班
107
BL (Boys’ Love) drama is a dramatic genre that depicts homosexual love between two male characters. Although Taiwan BL research has been developed about decade, since drama is a relatively new field of BL text, there has not been any academic research to study its audiences from the perspective of BL drama. Past research have found that there are always refusing to carry out RPS (Real-person-Slash) phenomena in the BL-loving circle. However, the paradox is that the Taiwanese online drama "HIStory" can get great attention in Taiwan. Therefore, in order to understand the difference between audience of Taiwan's BL drama and the BL culture audience, this study uses the focus group method to explore the views of the BL lovers and the BL drama audience on the Taiwanese BL drama. Two focus groups was conducted in this study, Through the results of the interviews were discussed and analyzed with literature discussion of this study, it is found that although BL dramas can also attract some non-bl fans, they are mainly composed of BL-loving group who have been exposed to BL works for a long time. In addition, the features of BL drama audiences are more distinct than that of BL readers of other media in the past. The reason may be that BL audiences watch BL dramas with a more entertaining mind.Besides, because there are many elements in the drama, audiences may turn their attention to the actors' personal activities because of their appearance and acting, or become fans of the directors because of director's Narrative style. In a word, the presentation of BL dramas makes the field where the BL drama audience pleasure is no longer limited to the drama itself. In addition, for long-time addicted to BL text audiences, BL drama is more like new entertainment products. But for audiences who have been exposed to the BL culture because of the BL drama, the BL drama as a guiding role makes them recognizing the concept of gender diversity. But BL dramas do not have a positive effect on everyone. For the homophobia and older ethnic groups, the current content of BL dramas will have a negative effect, making them feel more disgusted with the concept of gender diversity.
Martins, Carina Fernanda Nogueira. "AMAR É GRÁTIS...Estudo de caso sobre representações online de relacionamentos amorosos enquanto normalização do abuso na intimidade." Master's thesis, 2018. http://hdl.handle.net/10362/51208.
Full textThe objective of this study was to observe the way the discourse about the transformations in intimate relations in online representations, in current times, were given. For this, the chosen object was the Brazilian blog Casal Sem Vergonha, which deals specifically with the themes of love relationships and sexuality, with a supposedly non-moralistic bias. The intention was to understand at what point, and how, the narratives about love relationships were articulated with substantially abusive patterns established according to concepts of symbolic and psychological violence (Bourdieu, 1999), and micromachism (Fiol et al., 2007). For this context, a critical feminist perspective (Butler, 2017) was adopted, in which the main goal was to observe the position given to women in these constructions, and the violence to which they are subject subliminally and daily. As a research methodology, content analysis (Bardin, 2011) and critical speech analysis (Van Dijk, 2008) were used. In total, 83 texts were collected on the webpage, including six years of publications, from the beginning of the blog to the present day. All the material analyzed only presented reports on heteronormative relationships, and therefore, this was the scope adopted by the study. The hypothesis raised was that by insisting on a romantic narrative and placing the love relationship as a desirable goal of life, the blog would eventually normalize abusive behaviors in intimacy. It was verified that this would really happen in narrative constructions, but mainly by the rhetoric explored by blogs in tips formats, and/or step by step, in which the goal was to dictate certain norms and behaviors for women to become adequate in a love relationship, as it is established in the present day, due to the consequences of the transformations proper to postmodernity. The woman, in these texts, is shown to be susceptible to these changes, and must be seen both as independent and as maintaining a specific standard that corresponds to the expectations of men – and in this point are also shown problematic aspects of contemporary masculinity. In this context, the importance of real and total autonomy of women in contemporary times, according to economic and emotional aspects, is pointed out.
Policarpo, Pedro Nuno Vaz. "Exploring young artists' digital performance using online community engagement." Master's thesis, 2019. http://hdl.handle.net/10071/19144.
Full textRecentemente novos artistas musicais têm vindo a emergir através de novas plata-formas digitais e serviços de streaming. Estas plataformas permitem a criação de comuni-dades e a interação entre membros que partilham os mesmos gostos e ideias. Consequen-temente, os novos artistas encontram sucesso através do apoio e engagement da sua comu-nidade. Analisar este fenómeno poderá ser bastante importante para compreender os artis-tas musicais e como estes lidam com o engagement dos seus fãs. Desta forma, este estudo analisou um conjunto de fatores como: Envolvimento; Autenticidade; Identidade da Marca; Engagement da Comunidade da Marca; Cocriação; e Amor pela Marca. Os resultados mos-tram claramente que o Envolvimento tem um efeito significativo e positivo no Engagement da Comunidade da Marca e na Cocriação, a Autenticidade também influencia positivamen-te o Engagement da Comunidade da Marca e, finalmente, o Engagement da Comunidade da Marca e a Cocriação têm um impacto bastante significativo e positivo no Amor pela Marca. Deste modo, podemos assumir que quão mais envolvido um fã de um artista for, mais elevado será o seu engagement, bem como a sua aptidão para cocriar, o que, subse-quentemente, levará a níveis elevados de engagement ou amor pela marca. Os artistas mu-sicais que são vistos como autênticos pelos seus fãs podem também contribuir para níveis elevados de engagement na sua comunidade. Numa altura em que o número de canais digi-tais está a aumentar, através dos quais os artistas musicais podem comunicar e lançar a sua música, é de primordial importância perceber como este tipo de marcas humanas se pode destacar num ambiente cada vez mais competitivo e saturado.
Gorgus, Tatjana Michaela Constanze. "Online brand engagement : an investigation on antecedents and outcomes within the social media environment." Master's thesis, 2016. http://hdl.handle.net/10071/13562.
Full textComo a gestão das interações do consumidor com a marca online torna-se cada vez mais importante, os gestores devem envolver-se com seus clientes através dos meios de comunicação social online. Ao lograr alcançar o compromisso (engagement), reconhecido como sendo valioso para a empresa, os profissionais admitem que existe uma falta de conhecimento como controlá-lo ativamente. Apesar deste interesse, a literatura sobre o compromisso da marca é escassa e a análise empírica ainda muito limitada. Assim, esta dissertação tenta contribuir para ir mais longe na investigação sobre os antecedentes e os resultados do compromisso da marca online, para poder ampliar esse conhecimento académico sobre o tema e tecer implicações para a prática de marketing. O referencial teórico deste estudo baseia-se nos conceitos de marketing de relacionamento, a lógica serviço-dominante e a teoria dos usos & gratificação. Com base na revisão da literatura, o compromisso da marca online significa como ir além da transação e é composto de três dimensões (cognitiva, afetiva, comportamental). Além disso, o documento centra-se nas páginas da marca Facebook como o objeto em estudo, devido à prevalência em curso da rede social. Após a coleta de dados quantitativos, o modelo de pesquisa conceitual e as hipóteses foram testados com uma abordagem de modelagem de mínimos quadrados parciais. Os resultados revelam que o envolvimento, a congruência do “eu” do consumidor e a marca e experiência de marca online desempenham um papel significativo como antecedentes do compromisso da marca online. Além disso, a satisfação e o amor à marca são vistos como o resultado direto e que o passa-palavra pode ser influenciado diretamente pelo amor à marca. No geral, os resultados indicam que o compromisso da marca com uma página da marca no Facebook, é iniciado principalmente pela experiência de marca online, que pode ser alcançado através de desencadear os respetivos estímulos relacionados marca.
As the management of digital consumer-brand interactions becomes more and more important, marketers rely on engaging with their customers through social media. While it is generally recognized that engaged customers are valuable for the firm, practitioners admit that there exists a lack of knowledge of how to actively manage it. Despite this interest, literature on brand engagement is scarce and empirical analyses are still limited. Thus, this dissertation attempts to further investigate on antecedents and outcomes of online brand engagement, to broaden the academic knowledge on the topic and to derive implications for marketing practice. The theoretical framework of this study is based on the concepts of relationship marketing, service-dominant logic and uses and gratification theory. The construct online brand engagement is conceptualized as going beyond the pure transaction of goods and existing of three dimensions (cognitive, affective, behavioural). Moreover, the paper focuses on Facebook brand pages as the engagement object, due to the ongoing prevalence of the social-network. After collecting quantitative data, the conceptual research model and the corresponding hypotheses, have been tested with a partial least squares modelling approach. The results reveal that involvement, self-brand congruence and online brand experience play a significant role as antecedents of online brand engagement. Furthermore, it could be seen that satisfaction and brand love act as outcomes and that word-of-mouth can be positively influenced by online brand engagement, mediated through brand love. Overall, the findings indicate that brand engagement with a Facebook brand page, is mainly initiated by online brand experience, which can be achieved through triggering the respective brand related stimuli.
Silva, Mariana Pereira da. "Analysing consumers relationship with banking on social media: The influence of consumer-brand engagement and brand love." Master's thesis, 2019. http://hdl.handle.net/10071/19422.
Full textA utilização constante das redes sociais é uma das maiores tendências observadas nos últimos anos, cuja popularidade parece não parar de crescer, existindo sempre forma de se reinventar. Qualquer pessoa, de qualquer geração, está presente em pelo menos uma rede social e passa uma parte substancial do seu tempo em comunidades online. E onde as pessoas estão, é onde as marcas querem estar. Daqui, surge a necessidade de adaptação das empresas ao ecossistema digital, garantindo a sua presença e mantendo as suas best practices. Apesar de se ter vindo a observar que as relações entre marcas e consumidores nas redes sociais são favoráveis para ambas as partes e trazem benefícios, há ramos de negócio que não conseguem fazê-lo de forma eficiente. Um destes casos consiste no setor bancário, que é um dos mais atrasados neste tema. Esta dissertação pretende compreender as dificuldades que existem atualmente na interação entre os consumidores e os Bancos nas plataformas digitais, bem como as motivações que estimulam os consumidores a querer fazer parte da Comunidade Online dos seus Bancos e a manter-se engaged no longo prazo. Simultaneamente, pretende-se estudar a existência de variáveis como o Engagement e Brand Love nesta área, bem como as suas consequências. A recolha de dados foi feita através de um estudo quantitativo, suportado por um questionário online baseado em literatura científica referente aos tópicos previamente mencionados. Os resultados permitem compreender quais os caminhos a seguir pelo setor bancário, de forma a conseguirem influenciar positivamente os seus consumidores a estarem presentes e serem assíduos nas suas comunidades online.