Thèses sur le sujet « FB. Marketing »

El sector construcción es uno de los sectores más dinámicos de la economía del Perú con un crecimiento aproximado de 6% anual. El boom inmobiliario se viene dando no solo en la construcción de viviendas, sino también en la construcción de oficinas administrativas y comerciales. Solo a nivel de vivienda actualmente en el país existe una demanda insatisfecha de 400,000 unidades de los cuales con la oferta actual solo se logra cubrir el 7%. En este sector hemos encontrado un mercado potencial que hoy está desatendido, se trata de 488,000 Jóvenes adultos del segmento A y B, que hoy en día ya están demandando una vivienda con características específicas en función de su actual estilo de vida. Para el caso de oficinas, actualmente se construyen más de 190 mil m2 solo entre las principales zonas empresariales de Lima, lo que representa una gran oportunidad para el negocio de implementación de dichas oficinas. FB Proyectos Integrales SAC, es una empresa de diseño y arquitectura en etapa de lanzamiento e introducción al mercado, que desarrolla proyectos de vivienda, oficinas y remodelación de interiores. Si bien este sector es altamente competitivo, existe aún una gran oportunidad de capturar esta creciente demanda y observamos que la mayoría de los competidores ofrecen productos muy similares, por lo que no existe un factor diferenciador para el Cliente. El presente plan de marketing tiene como principal objetivo construir una marca cuya propuesta de valor será brindar servicios de diseño arquitectónico a la medida de cada Cliente, tomando su estilo de vida y necesidades para transformarlas en un espacio único a un precio por debajo del precio Premium, además incorpora dentro de sus productos de vivienda el atributo ecofrendly como un diferenciador adicional. El desarrollo y posicionamiento de la marca como una estrategia paraguas para todas sus líneas de producto es fundamental para la aplicación del presente plan. FB Proyectos Integrales SAC debe focalizar sus esfuerzos en su principal core de negocio que es el diseño arquitectónico, incorporando su promesa de valor en cada uno de sus proyectos. Para tangibilizar esta nueva promesa se lanzará una nueva línea de producto de viviendas multifamiliares, siendo el primer proyecto un producto innovador que busca cubrir una necesidad insatisfecha en el segmento de jóvenes adultos y cuya demanda de vivienda viene en crecimiento.
Tesis

The strategy of information service’s marketing (case studies at pt. data consult,inc. and pt. agranet multicitra siberkom). Depok : University of Indonesia - Thesis - Postgraduate (S2) Department of Library Science, Faculty of Cultural Science. This research proposed to analize (1) The role of mission in implementing marketing strategy (2) The role of market analysis in implementing marketing strategy, and (3) The strategy of allocating resource which included strategy of 7 (seven) elements of marketing mix (products, price, place/distribution channel, promotion, process, people and phisical evidence) in implementing marketing strategy at PT. Data Consult, Inc and PT. Agranet Multicitra Siberkom / Agrakom especially for the product/services of Detikcom in period of 2001-2003. This research is a qualitative research using assessment data methods : in-dept interview either with direct conversation or e-mail, observation in the rules of reseacher-participant and bibliotheque. In doing this research, researcher enrich herself with open standards interview guide.The informan of this reseach are the decision makers, especially in marketing policy, consist of one staff from PT. Data Consult, Inc. and four staff from PT.Agranet Multicitra Siberkom Results of research at PT.Data Consult, Inc. showed (1) Company mission play in implementing marketing strategy, which is customized with current condition, (2) Market analysis play in any current applied marketing policy in the company, (3) The strategy of allocating resource which included strategy of 7 (seven) elements of marketing mix (products, price, place/distribution channel, promotion, process, people and phisical evidence) has been conducted in the process of implementation of marketing strategy at Data Consult. Perceiving the increased selling data of the whole products / services offered in period of 2001-2003, it may concluded if the implementation of marketing strategy at Data Consult in periode of 2001-2003 has been succesfully increased the amount of information products/services selling at Data Consult in periode of 2001-2003. Result of research at PT.Agranet Multicitra Siberkom showed that the basic strategy which is implemented by Agrakom in develop Detikcom is the principle of ‘how to make revenue is bigger than cost’. To achieve the goal, they developed marketing strategies which is suitable with online business characteristic. Basically, the mission and the result of analysis of the market play a big role in implementing marketing strategy of Detikcom. Performance evaluation of Detikcom in implementing marketing strategy above all seven elements of marketing mix (products, price, place/distribution channel, promotion, process, people and phisical evidence), able to be seen from the growth of sum of page view (opened pages) and sum of advertising which published at Detikcom in period of 2001-2003. Thus, it may concluded that the implementation of marketing strategy of Detikcom in periode 2001-2003 has been succesfully enhanced the sum of visitor and the ads selling in periode 2001-2003.

Οι βιβλιοθήκες διαθέτουν υλικό που προσφέρουν μέσα από οργανωμένες υπηρεσίες στο αναγνωστικό κοινό. Το κοινό άλλοτε εντοπίζεται εύκολα (πχ οι φοιτητές, ερευνητές στις ακαδημαϊκές βιβλιοθήκες) άλλοτε δύσκολα ή καθόλου (πχ οι μετανάστες, τα άτομα με ειδικές ανάγκες -ΑΜΕΑ, έφηβοι, γυναίκες, άνεργοι το ενδεχόμενο κοινό στις λαϊκές βιβλιοθήκες). Οι βιβλιοθήκες, επομένως, θα πρέπει να οργανώνουν τις υπηρεσίες τους προς δύο κατευθύνσεις: προς το κοινό τους, αλλά και προς το εν δυνάμει κοινό, τους ενδεχόμενους χρήστες. Σε όλες τις περιπτώσεις, ερευνητέο είναι το μέγεθος της απόκρισης του κοινού στην παροχή υπηρεσιών των βιβλιοθηκών. Ερευνητέο είναι επίσης αν οι βιβλιοθήκες εφαρμόζουν μεθόδους προσέγγισης και προσέλκυσης του κοινού. Ερευνητέο επίσης είναι αν οι βιβλιοθήκες μελετούν την τυχόν αποχή του κοινού και αν αναζητούν τις αιτίες και τις λύσεις. Η αναζήτηση της επικοινωνιακής πολιτικής και πρακτικής των βιβλιοθηκών γίνεται μέσα από συγκεκριμένη έρευνα, το περιεχόμενο της οποίας αναδύεται τόσο από τη μελέτη της βιβλιογραφίας, αλλά και από τις υπηρεσίες που παρέχουν οι βιβλιοθήκες. Για το σκοπό της εργασίας, έχει συνταχθεί μια έρευνα προς τις ελληνικές βιβλιοθήκες, με συνεντεύξεις και ερωτηματολόγια που διερευνούν το θέμα αυτό. Τέλος προτείνονται οι ενδεδειγμένες για την ελληνική πραγματικότητα ορθές πρακτικές. Η μεθοδολογία που ακολουθήθηκε στην εργασία είναι η μελέτη της ελληνικής και ξένης βιβλιογραφίας, για τη θεωρητική προσέγγιση του θέματος της επικοινωνίας, των μεθοδολογιών και του μάρκετινγκ. Επίσης, η μελέτη της βιβλιογραφίας αξιοποιείται στην ανεύρεση ορθών πρακτικών και χρήσιμων μαθημάτων που εφαρμόζονται από βιβλιοθήκες άλλων χωρών, για την επικοινωνία τους με το κοινό τους και με το εν δυνάμει κοινό τους, και οι οποίες ορθές πρακτικές θα μπορούσαν να εφαρμοστούν στον ελληνικό χώρο, μετά από κατάλληλες προσαρμογές. Η εργασία, προκειμένου να διερευνήσει την πραγματική κατάσταση της πολιτικής και της στρατηγικής της επικοινωνίας στις ελληνικές βιβλιοθήκες, χρησιμοποιεί ερωτηματολόγια που απευθύνει στις ενεργές ελληνικές βιβλιοθήκες και ζητά απαντήσεις από τον βιβλιοθηκονόμο που είναι υπεύθυνος για την εξυπηρέτηση και την πληροφόρηση του κοινού ή εκείνου που είναι υπεύθυνος για την χάραξη της επικοινωνιακής πολιτικής ή στον επαγγελματία άλλης ειδικότητας που πάντως ασχολείται με την πληροφόρηση και την εξυπηρέτηση του κοινού. Η περίπτωση των συνεντεύξεων θεωρείται πιθανή, ως συμπληρωματική και επιβοηθητική στην έρευνα των ερωτηματολογίων, αν κριθεί αναγκαίο. Η μεθοδολογία συμπληρώνεται από ποιοτικές μεθόδους ως ερμηνευτικά ή /και οργανικά συμπληρώματα της έρευνας μάρκετινγκ.

In this study, the meaning of the customer relations discussed and a customer relationship management model established for libraries and document information centers. Customer Relationship Management (CRM) is a management technique. It is applicable and useful for libraries and document information centers. Benefits can appear as a way to know users and understand their needs and improve standarts and effective service. In this way,libraries and document information centers can survive by themselves for existence with the CRM systems on the continuous changing, global and competitive environment. Data warehouses, focus groups, questionnaires, Internet and web pages can be used in CRM. CRM evaluated all operations of the customers in libraries and document information centers. The research methods utilised in this study are descriptive and comparative methods. Data gathering techniques are observation, interview techniques and documentary sources collection.

The importance of service quality has been growing day by day. The studies that have been under taken in this field are also increasing periodically. Increasing importance of service quality has made imperative to find on effective way to measure service quality it. The’ service sector, determining this necessity in the light of "You can not make it better unless you can measure ", it tries to measure service quality in a more effective way. In fact, there has been substantial body of research on this field. Among these studies, the most popular one is Parasuraman, Zeithaml and SERVQUAL model developed by Berry. Reduced-to-one-type-service-features of SERVQUAL, limits its applicability in measuring service quality of libraries. Nitecki and Hernon, making their researches on librarianship sector, used a SERVQUAL-based instrument they formed, to measure quality service in libraries. This thesis adapt the model developed by Nitecki and Hernon and applied it in a university library in Turkey. The questionnaire was prepared and administered to a sample of 470 users and only 237 users were eligible for assessment. The reliability of known factors was tested first and after that the quadrant and difference analysis were applied. In that way, the applicable and non-applicable features for library users were determined. The results gained were presented visually in quadrant analysis and numerically in difference analysis. Considerable differences were found between expectations and perceptions of service quality. Detailed quadrant analysis was made for different user groups of the library. This analysis showed that there are differences of expectations and perceptions between user groups. For SERVQUAL criteria, the results of the previous studies that were obtarwed from similar studies conducted in librarian for librarianship sector before, were compared to our findings. The similar and different points of this comparison were determined. Physical conditions were found to be the most important determinant of service quality for the users of Beykent University Library.determined. were The research, established a very important communication channel between library users and library management. The open-end questions on the questionnaire form and the complaints written on these forms created an opportunity to share information about the potential problems and searching for ways to solve them.

This paper focuses on the design and implementation of a social marketing plan that will enable the Library of the University of Cádiz enter with force to the tendency of Library 2.0, thereby improving utilization levels of services and resources as well as maintain a more fluid and direct communication with our customers so that we can build on that feedback to better understand their needs and improve our services and the perception of the university community about the library, putting it in value as an information center specialized in the fundamental university. So here are united by new services and library resources to the possibilities of new web 2.0 tools available on the Internet, so-called social web, to perform the necessary work of dissemination, communication and marketing of a university library.

At present, the Austrian army is highly focusing on using public relations methods to gain the public's trust. However, the documentation centre of the Austrian army is not incorporated into this general public relations concept. Nevertheless, the documentation centre already uses some public relations instruments to keep their employees and army-internal clients informed but without following a structured plan. Therefore the aim of the thesis is to develop a public relations concept for the documentation centre of the Austrian army in order to make their public relations more effective. Due to the fact that the main aim of public relations is to get a positive image within the group of stakeholders, the factor reputation and its link to successful public relations is analysed in a detailed review of literature. The empirical part of the thesis investigates the current image of the documentation centre among its employees and clients. For these purposes, interviews amongst employees and clients are conducted. On the basis of this IS-analysis the aims of public relations, corresponding instruments and evaluation tools are defined. The results of the interviews show that the documentation centre has in general quite a positive image but has to work more on its information policy in order to keep its employees motivated and to attract the attention of existing and potiential clients. As a result, the aims of public relations and instruments mainly focus on these aspects.

As with service-based business enterprises, determining the quality of service provided by libraries is dependent on the discovery of reliable data. In modern libraries, the ability to accurately measure and evaluate quality service to users holds a significant place in determining the value of library service to users and provides a key to appraising performance and productivity. The ability to analyze performance is one of the most important factors in the successful performance of their duties for university libraries. The quality level of the various services provided by university libraries of our country cannot be defined numerically; on the contrary, libraries have usually relied on the traditional means of analysis, making judgements based on generalized observation or common opinion. In university libraries measuring quality levels of user-focused services is a core problem. The hypothesis of this research has been stated as “The quality of the services provided by METU Library can be measured and re-organized according to the dimensions of library service quality which affect service, access to information, library as place and personal control”. In this thesis, the LibQUAL+TM service quality measurement tool has been applied as the scale of user-focused service quality and the quality of service at the METU Library has been measured. Determining the findings and evaluating them against those found in the literature provide the results of this research.

The main objective of this research is to analyze and evaluate the presence of national libraries in Latin America within the open gov portals of their country. Different concepts related to the subject are addressed in order to constitute a theoretical framework that allows understanding the complexity of the thematic, among them the following can be mentioned: national library, law of access to public information, public policies and open government plan that each country carries out. Methodologically, the web pages of each information unit are observed in order to establish if they have the elements that are part of open government. The method of virtualized observation is used which, through the creation of a web form, in which they are analyze each of the sites in question. The main axes that make up the government (transparency, collaboration and citizen participation, and accountability) were those that were considered to carry out the analysis. In order to establish a state of the situation is that compiled the legislation on access to public information to understand the importance in integration in the open government. Subsequently, the results obtained from the evaluation of the different cases are compared, establishing the situation in which each national library is located. Towards the end of this thesis, the elaborated guidelines that try to be useful so that each institution can be integrated into this system of government can be observed. By way of closure, the conclusions that aim to shape a panorama of the current reality of Latin America around the subject are outlined.

Se realiza un estudio de las bibliotecas universitarias de la Universidad Nacional de La Plata (en adelante UNLP) con el fin de conocer las políticas y estrategias empleadas en materia de comunicación con sus usuarios, más exactamente las relativas a las tareas de promoción de los servicios documentales. Para ello se detectan y analizan las políticas de comunicación existentes en las bibliotecas, se efectúa una observación directa de los espacios físicos y virtuales de las mismas y se realizan entrevistas semiestructuradas a representantes de algunas de las bibliotecas estudiadas. Finalmente, se analizan y comparan los resultados obtenidos y se sugieren pautas en torno a las políticas de comunicación y promoción.

碩士
國立臺中科技大學
企業管理系事業經營碩士班
102
Social media is one of the influencing key to make purchasing decisions for modern consumers."Top 100 websites of Taiwan" from the magazine of "Business Next"in 2013, there are 30 community websites on the list, not only the number is the most, also hit a new record.Also, according to the survey of "Create Century"in 2013, founded that people in Taiwan spend more than 400 minutes(around 6hours) monthly average on the community website. &; the using time on the community website accounts for 31.69% of the total Internet using time, shows that Internet users have 1/3 times on the community website. Nowadays, "Facebook" is the most active sites of the community website, when it crash even caught the anxiety of netizen, which has become a daily necessities to them. Netizen use FB to do the interpersonal communication and information sharing &; in this inevitable trend causes information explosion. Therefore, the research of the reliability of the information communication becomes an important issue of Internet marketing. So the research on Facebook as the object, to investigate the Facebook non anonymous web community member on word-of-mouth trust and word of mouth marketing forcommunity members purchase intention.In sampling, the survey data was collected by a questionnaire, And a random questionnaire survey in the FB community platform, all items are required beforesending, fill out the effective fraction of the total 261 samples, the study and the further use of descriptive statistics, reliability and validity analysis, analysis and interference analysisregression analysis method is verified. The result show that, first of all, the more professional the communicator is, the more influential of the online Word-Of-Mouth for purchasing tendency to the recipients. Second, the more professional the recipient is, the less influential of the online Word-Of-Mouth for purchasing tendency to the recipients. Third, the more strength the relationship is, the more influential of the online Word-Of-Mouth for purchasing tendency to the recipients. Forth, the more higher visual and interactive effects the message is, the more influential of the online Word-Of-Mouth for purchasing tendency to the recipients. Fifth, recipient preference of commodity has a significant effect on purchase intention. Sixth, the credibility of online Word-Of-Mouth also influenced the recipient for purchasing tendency.

The current Information Society and information technology (IT) evolve at the same time. That is why professions are changing and adapting to the new reality. This fact results in the new professional community manager (CM), closely related to the new communication models of the XXI century. These are social networks. How is this professional profile? What skills this professional should have? This paper aims to find the link there, or could have, among this profession in association with social networks and Web 2.0, and Information Science. Learn the skills needed to perform the job of community manager, define their duties, and see if the studies in Information Science in Spanish universities are supporting and forming effectively in tasks and abilities about community managemen

In a context of evolving technological and social changes, leading to today's information and knowledge society, we aim to understand the new concept of public library, and what services and spaces are emerging all over the world in public libraries in order to attract new users and meet the needs of people. As background, we associate the role of public libraries with the policies for smart, sustainable and inclusive growth strategies under Europe Strategy 2020. We present a new concept of public library that responds to the new challenges of today linking them with the educational, cultural, social, political and informative roles it plays. In this sense, there was a concern to demonstrate the importance of public libraries in the development of integrated cultural, social and educational policies through some concrete relevant examples, namely: the Library Parks in Medellin, Colombia ( with a distinctly social dimension), the BiblioRedes program in Chile (with a focus on information and communication technologies) and the National Program of Public Libraries (RNBP), which, to date, has provided Portugal with more than two hundred modern public libraries . Finally, under these new spaces and facilities offered by public libraries, they tried to develop the concept of public libraries as an area of work through several examples that have in common the concept of co-working. Based on this concept we propose the creation of co-working spaces in public libraries, through an actual project to be implemented in the Municipal Library of Montemor-o-Velho.

As to design new strategies for the quality improvement of all services offered by the Marcel Roche Library (MRL) of the Venezuelan Institute of Scientific Investigations (IVIC) this work studies the beginnings and evolution of quality management improvement reviewing some of the studies presented by some of the most outstanding authors in this subject as well as analyzing the basic components and principles of the total quality management (TQM). This document also focuses on the analysis of the nature, evolution, characteristics and importance of current services inside the manufacturing industries as well as service industries itself. Having these concepts in mind, service quality can be defined as a mayor factor in the progress of all corporations due to the increasing demands and expectation of costumers nowadays, they no longer evaluate quality as the final product but as the result of all processes involved in the delivering of the final product. This paper also refers to the incorporation of the philosophy of quality services into the library scope, and marketing and strategic planning notions are studied as the concretion of management towards quality. To determine the factors which affect service quality, elements of quantitative and qualitative investigations were used, employing direct observation, questionnaires and focal group interviews techniques, being the latter the mayor provider of real and instant information, which helped us identify the needs and expectations of users as well as the perception of employees of MRL. Conversations with both audiences allowed us not only to know their answers to each question but also to observe their reactions towards them, adding value to the interpretation of these answers by helping us identify emotional ties associated to the offering and use of services. At last, as a consequence of the results obtained in this study of factors which influence the offering of services at MRL, nine application areas were defined for which specific strategies and actions were designed. Such areas are: personnel, organization, collection development, information recovery, documents reproduction, users education, physical infrastructure and technological platform, automated system of library management and marketing. Academic tutor: Prof. Calos Ortuño

Communication through social media, such as Facebook, Twitter, YouTube, Blogs and TikTok, among others, has become one of the main channels to generate links and maintain conversations. They represent an economic, ubiquitous and massive communication tool, and have positioned themselves as indispensable instruments in the communication strategy of most organizations. However, it is observed that a significant number of popular libraries in the Argentine Patagonia Region do not have a presence in social media, and many of those that do, update their accounts inconsistently and provide limited and outdated information. The objective of this study is to describe the presence and uses of social media in popular libraries in Patagonia Argentina during the period April-May 2021. In addition, the different types of content that popular libraries share with their users through these tools are exposed. For this, a descriptive research is carried out, with a quantitative approach and, to a lesser extent, a qualitative treatment to describe and analyze the topics of the publications. The results show that a significant number of popular libraries in the Region do not have social media accounts or they are inactive or out of date. In addition, the analysis of their profiles shows an intuitive and unplanned use. In relation to the contents, the units prioritize the publication of anniversaries, cultural messages and local news.

Academic library oriented to research: proposal for a user centered service model from the marketing perspective. This work has as goal the study and evaluation of University libraries role in the accomplishment of the University mission towards its research activity. For this purpose, the research function and its incidence in the competitive evaluation systems are analyzed, spotlighting the rankings. The paradigm change in the management of the University Libraries, where the performance is more focused in the support services for research, is highlighted. This University services are characterized, placing the study in the context of the Universities global strategy for research. Two main groups of Spanish Universities are looked into from a strategic and operative standpoint. Researcher are examined as the corner stone of this research support services both from an informative perspective, including an study on the digital identity management, and their link with the library as well as librarians role in this context. Moreover, this work develops a practical chapter studying the real situation in A Coruña University, its services, its library and the defining traits of their researchers. A methodical proposal is developed based on marketing foundations, being applicable to other librarian contexts, in which is emphasized in the need of an holistic view of the services for research and the philosophy and the technique from marketing are applied from a strategic and operative standpoint.

This thesis reflects on how libraries and related organizations, their collections and services can be described in a structured, machine-readable way. It aims at assisting practitioners in enriching library websites with structured, machine-readable, RDF-compliant markup (RDFa). The reflections result from experiences made developing the Linked Open Data service lobid.org which led to the realization that the decentral curation of organizational information brings significant benefits compared to central directories. To this aim it is investigated by example which informations can be found on library websites to be enriched with structured, machine-readable markup. Based on the results, a comprehensive general model for describing libraries and related organisations is developped. Existing approaches of describing libraries and related organisations in a structured, standardized manner (the German projects Sigelverzeichnis and Deutsche Bibliotheksstatistik as well as WorldCat Registry) are described and common practices of description are worked out. RDF vocabularies are presented which could be useful following existing practices of description. Finally, a concrete proposal is made for the description of libraries and related organisations, exemplarily carried out with two libraries.

The possible emigration of users of the website to any of the new communication channels is based on easier access to the library's services, as they are offered via tools and applications that are already used by the audience. Moreover, the link between library and users is strengthened, as the audience's needs are totally covered, thus creating a feeling of loyalty to the library. It should also be borne in mind that the large number of such channels gives a wider public access to the library's services in a shorter time, contributing to virality. And in general the institution's visibility and reputation in the web ecosystem are enhanced. As part of the process of constructing the on-line brand of Spanish university libraries, the services they offer can be identified under a unified banner in an environment where the growing use of mobile devices facilitates simultaneous access via various channels. However, this means our objectives both for the web services offered and the development of the on-line brand need to be associated with this identity, while the library in question must avoid becoming lost among all the content offered by competitors. This research is intended to show the need for Spanish university libraries to create an on-line brand, in the light of the possible existence of a linear correlation between the increase in the use of certain web environments (social media, apps and specific tools, which can only be viewed on mobile devices), as indicated by appropriate metrics, and the decrease in the use of the website tool, also measurable in this way. It also aims to compare the influence of tactical objectives such as popularity, activity, social perception, commitment and conversion on the possible increase in the use of these web environments and the possible decrease in the use of the website. This quantitative descriptive research proposes to compile information on the number of Spanish university libraries for which the tactical objectives of popularity, activity, social perception, commitment and conversion are pursued more effectively in the above web environments than via the website, when promoting the visibility of the libraries and their brand identity. We also try to predict, using simple regression analysis, whether the increase in the number of libraries where the use of web environments is growing coincides with an increase in the number of libraries where the use of the website is decreasing. Of the possible combinations between the website and each of the web environments analysed, the variables giving the highest Pearson linear correlation coefficient were the number of libraries where the use of each of the web tools grew and the number of libraries the use of whose website decreased. There was a strong positive correlation as both increased in parallel. Using the tabulated data for both variables, and in order to verify the prediction, in the regression formula: , the variable x, (number of libraries where the number of visits to each of the web environments increased) was replaced by a random value in the range between the minimum and maximum tabulated values for both variables. The process was carried out with two values in order to obtain two pairs of data (x, y), which were used as coordinates, so that results falling on the regression line for these data would confirm the hypothesis of an increase in both variables, as was the case. To verify the validity of the prediction line in the regression equation, the value of the variable x was replaced by its average, giving the average value of the variable y as a result. When these two values were added to the regression line, the point at which they met also fell on the line. Finally the coefficient of determination was measured, with a view to confirming that the variable for the number of libraries where the use of each of the web tools increased accounted for the variable for the number of libraries where the use of the website decreased in almost 100% of cases. One of the conclusions of this research is that it confirms the prediction that a greater increase in the number of Spanish university libraries using REBIUN where the number of accesses or visits to the website between 2004 and 2012 inclusive fell matches a greater increase in the number of Spanish university libraries using REBIUN where the number of visits and downloads using the web environments analysed in the same period rose. The results for Popularity, Influence, Commitment and Conversion were considered neutral, as it was not possible to establish a greater or lesser predominance for these indicators in relation to the web environments analysed compared to the website. However, the result for Activity showed a higher level of influence with the web environments than in the case of the website.