Tesi sul tema "E-Opinion leaders"
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Ruspil, Thomas. "Le statut, l'identification et le rôle des e-leaders d'opinion dans les réseaux sociaux internet". Thesis, Toulouse 1, 2017. http://www.theses.fr/2017TOU10065.
E-Opinion Leaders (e-OL) identification on internet social networks is a major issue for marketing managers. This thesis deals with the role, status and identification of these e-OL. Each one of these three aspects are subject to controversial debates in the literature. Three studies are conducted within this thesis. They provide complementary and crossed answers to these debates. Regarding the e-OL status, we offer a definition for the e-OL concept in the specific context of internet social networks within three main characteristics: expertise in the product category, the will to publish valuable contents for their contacts, and the will to develop their social capital. Then, for the e-OL identification, we develop a new and multidimensional measurement scale for this concept. This scale shows good external validity. We confront it with others e-LO measures inspired by traditional OL measures, but also with alternative identification methods as the Twitter profile indicators and the Klout score algorithm. Finally, we test four models and their variants in order to better understand the origin and mechanism of the main e-LO role: the e-influence. We especially show that e-OL has an impact on e-influence. We also show that confidence mediates the link between e-LO and e-influence. These results speak to the relevance of e-OL in a viral marketing perspective
Wang, Rong. "Effect of e-wom message of opinion leaders on purchase intention of female consumers in China : case of Ddouyin (Tik Tok)". Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/18315.
Com o desenvolvimento de Internet e social media, há cada vez mais líderes de opinião a expressar as suas opiniões, recomendacões es e outras formas de passa palavra eletrônica (e-WOM) sobre produtos ou marcas na plataforma de social media. Os seus e-WOMs têm uma influência no processo de decisão de compra do consumidor. O objetivo principal da dissertacão é estudar a relacão entre e-WOM de líderes de opinião e a intenção de compra das consumidores femininas chinesas, explorando o efeito da especialidade, confiança, credibilidade do emissor de e-WOM, valor percebido e atitude sobre o produto/marca. Para realizar esse objetivo, uma pesquisa quantitativa foi utilizada para testar as hipóteses; teses de investigacão. Através de distribuicão online, 215 questionários válidos foram recolhidos para análise dos dados. Os resultados revelaram que a especialidade e confiabilidade dos líderes de opinião têm um impacto positivo na credibilidade de e-WOM. A credibilidade do emissor de e-WOM pode influenciar positivamente o valor percebido e atitude em relação ao produto ou marca dado pelo consumidor. A especialidade, valor percebido e atitude em relacão ao produto ou marca tem um impacto positivo na intencão de compra das consumidoras femininas chinesas.
With the development of internet and social media, more and more opinion leaders expressed their reviews, recommendations and other forms of electronic word-of-mouth (e-WOM) about the product or brand in social media platforms. These e-WOMs can influence the purchase decision of consumers. Douyin is a short-video social media app and is fast-growing in China where opinion leaders? express theirs reviews and recommendations about a product or a brand which will influence the purchase decision-making process of Chinese consumers. The main purpose of this dissertation is to study the relation between e-WOM message by opinion leaders and the purchase intention of Chinese female consumers, exploring the role of expertise, trustworthiness, e-WOM credibility, product/brand perceived value and attitude. In order to achieve the objectives, a quantitative research was used to test the research hypotheses. Through the online survey, 215 effective questionnaires have been collected and used to process the data analysis. The results revealed that expertise and trustworthiness of opinion leaders have a positive impact on the e-WOM credibility. The e-WOM credibility can influence positively the product/brand perceived value and attitude of consumer. The expertise of opinion leaders, product/brand perceived value and attitude has a positive impact on the purchase intention of Chinese female consumers. The Chinese female consumers put more emphasis on expertise of the message sender. The credible message can shape the perceived value and attitude about product/brand of Chinese female consumers, and thus have an effect on purchase intention.
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Ahmed-Boumaza, Amina. "Production et réception de la communication numérique persuasive des PME de luxe au Maghreb : l’influence des e-leaders sur les réseaux sociaux". Electronic Thesis or Diss., Aix-Marseille, 2020. http://www.theses.fr/2020AIXM0578.
For twenty years, Internet use in the Maghreb has experienced strong growth. The increase in Internet users in this region of the world has brought about significant changes in Maghreb society in the political but also economic fields. The democratization of the Internet in the Maghreb has taken place through social networks as access was initially often limited to social platforms. Our thesis is intended to study the influencing devices set up on social networks by luxury companies in the Maghreb. We study the production methods of these persuasive devices but also their reception and their effects on social users / consumers. Digital social networks have been able to acquire a new dimension while keeping certain bases specific to the traditional social network. These platforms have been able to significantly impact businesses in the Maghreb and amplify the influence characteristics of the traditional social network very focused on the community and the group in this region. Thus, our thesis, which is part of SIC, offers a detailed analysis, on the one hand, of the conception of persuasive communication on social networks with the use of e-ledares by luxury SMEs in the Maghreb, producers of affecting. On the other hand, we are looking at the reception of this persuasive digital communication by consumers. We use a qualitative methodology and in particular semi-structured interviews to question, on the one hand, decision-makers in luxury SMEs in the Maghreb and, on the other hand, consumers. The goal is to understand how everyone perceives this communication on social networks and its influence
Quadrella, Alessandra <1993>. "The role of Key Opinion Leaders in the communications strategies of fashion brands in China". Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/12488.
RICCI, ALESSANDRA. "CRAFTSMANSHIP OF EXCELLENCE: A THREE - STUDY EXAMINATION OF THE CONCEPT OF "ARTISANAL"". Doctoral thesis, Università Cattolica del Sacro Cuore, 2019. http://hdl.handle.net/10280/57883.
This thesis aims to deepen the meaning of ‘craft’ by looking at the concept from the perspective of different stakeholders, including 1) Guilds and Chambers of Commerce; 2) businesses, providers and experts and 3) consumers. The overarching purpose of this dissertation is to summarize recent developments, to highlight the state of the art and to offer some critical observations of various understandings of the concept of artisanship, in order to identify conceptual gaps and limitations and directions for future research. This dissertation includes three studies: Study 1 - “Artisanship: A review of the conceptualization of the “craftmanship” – employs content analysis to examine definitions of ‘artisanship’ provided by different sources from Craft Foundations and Associations, international and intergovernmental organizations, and European Chambers of Commerce. Study 2 – “Crafting the craft – evidence from Italian experts” is based on a qualitative methodology and includes semistructured interviews with managers and experts of artisanal products. Study 3 – “Understanding of the concept of “craft” – from the perspective of Italian consumers” is a survey aimed at investigating consumer perceptions of artisanship and preference for different types of artisanal products. By bridging different theoretical bases and disciplines, such as sociology, economics, arts, philosophy and social history, this research will offer a novel contribution and fill gaps in the research on artisanship.
RICCI, ALESSANDRA. "CRAFTSMANSHIP OF EXCELLENCE: A THREE - STUDY EXAMINATION OF THE CONCEPT OF "ARTISANAL"". Doctoral thesis, Università Cattolica del Sacro Cuore, 2019. http://hdl.handle.net/10280/57883.
This thesis aims to deepen the meaning of ‘craft’ by looking at the concept from the perspective of different stakeholders, including 1) Guilds and Chambers of Commerce; 2) businesses, providers and experts and 3) consumers. The overarching purpose of this dissertation is to summarize recent developments, to highlight the state of the art and to offer some critical observations of various understandings of the concept of artisanship, in order to identify conceptual gaps and limitations and directions for future research. This dissertation includes three studies: Study 1 - “Artisanship: A review of the conceptualization of the “craftmanship” – employs content analysis to examine definitions of ‘artisanship’ provided by different sources from Craft Foundations and Associations, international and intergovernmental organizations, and European Chambers of Commerce. Study 2 – “Crafting the craft – evidence from Italian experts” is based on a qualitative methodology and includes semistructured interviews with managers and experts of artisanal products. Study 3 – “Understanding of the concept of “craft” – from the perspective of Italian consumers” is a survey aimed at investigating consumer perceptions of artisanship and preference for different types of artisanal products. By bridging different theoretical bases and disciplines, such as sociology, economics, arts, philosophy and social history, this research will offer a novel contribution and fill gaps in the research on artisanship.
Mikučionytė, Eglė. "Mikučionytė, E., Golfo paslaugos įvedimas Le Meridien Vilnius Bakalauro baigiamasis darbas [Rankraštis]:vadyba ir verslo administravimas. Vilnius, ISM Vadybos ir ekonomikos universitetas, 2009". Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2009~D_20090625_114009-91454.
In this work we are trying to analyse golf service perspectives in Lithuania, attracting new and engaging existing Le Meridien Vilnius clients, also deciding what implement will be most effective. From here work purpose emerge – to find out the best ways to introduce golf servise to Lithuanian community. The main objectives of the work are: • To analyse external golf market environment in Lithuania and neighbour countries. • To do research, in order to find out golf expansion potential in Lithuania and public attitude toward this service. • After analysing research results it‘s time to explore golf perspectives in Lithuania and how to attract prospective clients. In the first part of work, there is comprehensive external analysis, on purpose to explore golf service launch potential. Also to look through macro environment elements, competitors analysis; to group consumers, by their consumption habbits and the main thing to review golf service market tendency. The next part of bachelor thesis is research, which was divided into two stages, in order to get accurate results. The first stage – qualitative research – „deep“ interview (experts interview).The second stage – quantative research (potencial clients survey). The third part of work is analysing, how the service should be introduced to Lithuanian community, using Rogers Innovation Diffusion model(1995). In this part the main thing was mark Le Meridien Vilnius golf club competitives advantages and overlook services prices... [to full text]
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/.
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.
Marquesi, Alexandre Cavalcanti. "COMUNICAÇÃO DE MERCADO E AS MANIFESTAÇÕES PERCEPTIVAS DAS MARCAS NAS REDES SOCIAIS VIRTUAIS". Universidade Metodista de São Paulo, 2015. http://tede.metodista.br/jspui/handle/tede/719.
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This study aims to prove the existence of the interference of opinion leaders in brand communication with consumers (opinion leaders, here in this study, we understand as a person who generate influence on groups of people that discuss a particular subject). We mapped the impact of the interference mentioned above and found out five major significant events of reflections on the brand. The theoretical framework consists of contemporary authors, and is based on the study of the perspective of marketing communication, cyber culture, micro-power, machine dependency and psych technology. The form of the study evidence consisted of methodologies comprising historiographical study, case study and focus groups. (comes before the methodology). We achieved the initials objectives and proved the existence of the interference of the opinion leader in brand communication with consumers.
Este estudo tem como objetivo a comprovação da existência de interferência dos formadores de opinião na comunicação da marca com seus consumidores (formadores de opinião, aqui neste estudo, entendemos como pessoas que geram influência em grupos de pessoas que debatem um determinado assunto). Mapeamos o impacto desta interferência supra citada e encontramos cinco grandes eventos significativos dos reflexos na marca. O quadro teórico de referência é formado por autores contemporâneos, e baseia-se na perspectiva do estudo da comunicação mercadológica, cibercultura, micropoder, maquinodependência e psicotecnologia. A forma de comprovação do estudo foi composta de metodologias que compreende estudo historiográfico, estudo de caso e grupos focais. (vem antes da metodologia). Alcançamos os objetivos iniciais e comprovamos a existência da interferência do formador de opinião na comunicação da marca com seus consumidores.
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.
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.
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.
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.
Canário, Sofia Ferreira. "Portugal sou Eu, revealing the ‘Made in Portugal' stamp". Master's thesis, 2015. http://hdl.handle.net/10400.14/20024.
Este trabalho está dividido por três capítulos: (1) o caso de estudo, (2) as notas de ensino e (3) a metodologia e análise de uma pesquisa de mercado. O principal objectivo deste caso de estudo é proporcionar um exercício de análise, interpretação e elaboração de conclusões válidas a partir de um estudo de mercado realizado pelo autor do caso. Os resultados do estudo de mercado, incorporados no caso de estudo, são agora o principal tema da reunião da equipa de coordenação do programa Portugal Sou Eu (PSE). Os resultados mostram que a notoriedade da marca PSE está baixa e a equipa tem de discutir sobre este problema e elaborar possíveis estratégias para resolvê-lo e construir uma marca mais forte. Além disso, o caso de estudo também tem como objectivo discutir o passado , com temas como: tipos de media, líderes de opinião e efeitos do país de origem.
Oliveira, Rita Marlene Castro. "Social media engagement in the beauty sector in Portugal comparing beauty opinion leaders with beauty brands?" Master's thesis, 2016. http://hdl.handle.net/10362/19364.
VACATELLO, DAVIDE. "Opinion leader online e sfere pubbliche nella Cina contemporanea. L’impatto di internet sulla società della Repubblica popolare cinese". Doctoral thesis, 2016. http://hdl.handle.net/11573/940054.
Couñago, Pedro Miguel Lourenço. "Twitter e Web Summit 2019: Um estudo de caso". Master's thesis, 2020. http://hdl.handle.net/10071/21454.
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.
Charat, Salomé. "The agenda-setting role of Instagram: a case study of Raphael Glucksmann's online campaign to promote the Uyghur cause". Master's thesis, 2021. http://hdl.handle.net/10071/23982.
O ambiente mediático mudou drasticamente durante a última década. O panorama dos media alterou-se com a chegada da Internet e das redes sociais como nova fonte de informação e criação de conteúdos. As teorias clássicas que têm estado ancoradas no campo da comunicação há várias décadas estão a ser revistas e por vezes até questionadas devido às recentes alterações decorrentes da era digital. Aqui, vamos estudar as mudanças que os meios de comunicação social, e em particular a Instagram, trouxeram quer à teoria original do agendamento mediático de McCombs e Shaw (1972), quer à teoria do fluxo de comunicação em dois níveis de Katz e Lazarsfeld, (mais precisamente, à teoria do líder de opinião) e as suas adaptações através do tempo. Os referidos modelos serão analisados com base num estudo de caso específico: a campanha contra a repressão do povo Uigur na China, realizada no Instagram pelo deputado europeu francês, Raphaël Glucksmann. Estas duas teorias são por vezes contestadas hoje em dia e veremos até que ponto o conceito de líder de opinião foi modificado pelo advento das redes sociais e como a influência destas últimas pode ter alterado a capacidade de definição de agenda dos meios de comunicação de massa tradicionais.