Дисертації з теми "Digital leaders"
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Barden, Pollie. "Older people and digital technology : from digital learners to digital leaders through participatory design with community-based organisations." Thesis, Queen Mary, University of London, 2017. http://qmro.qmul.ac.uk/xmlui/handle/123456789/31709.
Повний текст джерелаBasco, John. "Digital Fundraising Strategies for Nonprofit Marketing Leaders in International Markets." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5540.
Повний текст джерелаTruter, Berdine. "Transformational leadership style : the relationship to companies that are digital leaders." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/59790.
Повний текст джерелаMini Dissertation (MBA)--University of Pretoria, 2017.
sn2017
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
Dubru, Rebecca. "Critical competencies of leaders in the digital transformation of banking in South Africa." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/64841.
Повний текст джерелаMini Dissertation (MBA)--University of Pretoria, 2017.
pa2018
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
Wu, Qian 1972. "A supply chain strategy for digital camera products." Thesis, Massachusetts Institute of Technology, 2001. http://hdl.handle.net/1721.1/84523.
Повний текст джерелаIncludes bibliographical references (p. 69-70).
by Qian Wu.
S.M.
M.B.A.
Latif, Natasha, and Vladislava Shevyakova. "Leadership brings innovation through digitalization : A study on how leaders contribute to digital innovations." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105857.
Повний текст джерелаHsu, Kevin(Kevin Ta-Zhi). "Using factory-level digital tools to improve quality and productivity in garment factories." Thesis, Massachusetts Institute of Technology, 2019. https://hdl.handle.net/1721.1/122590.
Повний текст джерелаThesis: S.M., Massachusetts Institute of Technology, Department of Mechanical Engineering, 2019, In conjunction with the Leaders for Global Operations Program at MIT
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 66-67).
The retail landscape is rapidly changing as evolving consumer habits are resulting in smaller batch quantities and shorter lead times, requiring Li & Fung to have a more digitally connected, nimble vendor base. Li & Fung uses a supplier network of thousands of garment factories around the world, the majority of whom are still capturing quality and production data manually, resulting in incomplete and inaccurate records. Factories see the value in making their operations digital, but most are low margin businesses that do not have the capital to make significant investments. This project is focused on the development of a cost-effective, digital tool to capture quality and production data at the end of a production line. This new tool will: -- Allow managers to quickly access real-time data analytics on their factory, -- Enable factories to make immediate root cause corrections in the sewing line, -- Serve as a gateway for Li & Fung to more proactively manage its vendor base,--
Give Li & Fung visibility to eliminate unnecessary inspection activities and reduce costs. The project began with an initial hardware prototype created in 2017 that evolved into the Phase One version of a mobile application which was delivered in early 2018. User testing was performed in three factories in India and Malaysia, where feedback was incorporated into a comprehensive redesign in Phase Two. The thesis will detail the needs and challenges from both the factory and Li & Fung viewpoints, and how this digital tool seeks to address them. For garment factories, the tool is cost-effective and simple, enabling factories to become digital in a very accessible way. The tool introduces garment factories to technology and Internet of Things without over-complicating their operations.
For Li & Fung, the tool provides much-needed insights into the actual performance of the vendor base, allowing Li & Fung to achieve many of its strategic initiatives related to inspection cost reduction, vendor selection, and production tracking.
by Kevin Hsu.
M.B.A.
S.M.
M.B.A. Massachusetts Institute of Technology, Sloan School of Management
S.M. Massachusetts Institute of Technology, Department of Mechanical Engineering
Tsolias, Panagiotis, and Adelina Zilkiqi. "Leaders Perception of Virtual communication : -leadership and communication mediated through technology." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96273.
Повний текст джерелаShao, Min 1975. "Digital factory : real time information system implementation in a traditional manufacturing environment." Thesis, Massachusetts Institute of Technology, 2006. http://hdl.handle.net/1721.1/37244.
Повний текст джерелаIncludes bibliographical references (p. 47-48).
The Internet and emerging technologies such as RFID have been making profound impacts on operations of traditional manufacturing companies. Advances in these fields have opened up possibilities for significant improvements in process, productivity, quality, and communication. The ability for a company to keep up with current technology trends directly affects the company's ability to achieve customer satisfactions, ability to maintain competitive advantages and ability to accomplish its financial targets. Digital factory is a project that Hamilton Sundstrand piloted to investigate how its new 787 component assembly lines can take full advantages of existing technologies. A RFID based prototype solution was developed. Key functionalities include real time work-in-progress monitoring, digitized work instruction display and automated Andon response. The prototype demonstrates that a practical sophisticated infrastructure can be built with widely available equipment and tools. Real challenge in full scale deployment of digital factory will be to identify functionalities that are truly critical to production needs and implement those in a practical fashion so that they can become an integral part of production system.
by Min Shao.
S.M.
M.B.A.
Ahlquist, Josie. "Developing Digital Student Leaders| A Mixed Methods Study of Student Leadership, Identity, and Decision Making on Social Media." Thesis, California Lutheran University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3713711.
Повний текст джерелаSocial media tools permeate the college student experience (Junco, 2014), including for those students who hold leadership positions on campus. The purpose of this study was to document the experiences and online behaviors of 40 junior and senior student leaders on digital communication tools. The study was conducted at two institutions in the western United States. Three research questions guided the sequential exploratory mixed methods study connecting student leadership, the presentation of identity, and decision-making with social media use. The study involved a three phase mixed methods analysis of focus group interviews and 2,220 social media posts.
Five major findings surfaced, including (a) social media impact starting in K-12 (b) college student leaders’ navigation of social media (c) presentation of digital identity (d) the beginning of leadership presence and possibilities and (e) significance of social media guidance in college. These findings suggest college student educators should implement holistic digital leadership education. Initiatives should begin early, prior to student enrollment in higher education, focusing on identity expression, positive possibilities-based perspectives, with a focus on social media’s potential impact on student groups, social communities, and social change. Findings from this study can mobilize higher education professionals, student peers, and parents to become digital educators, providing tools for students to implement in their digital practices.
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/.
Повний текст джерелаThe 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.
Atwell, David Christopher. "Digital edification| An analysis of technology readiness and concept of ability in the school district of Palm Beach County K-12 school leaders." Thesis, Florida Atlantic University, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10154931.
Повний текст джерелаThe purpose of this research study was to determine K-12 school leaders’ concepts of ability and technology readiness. The Theories of Intelligence Scale (TIS) was used to analyze concepts of ability and the Technology Readiness Index (TRI) 2.0 was used to analyze the technology readiness of K-12 school leaders. Data from the two instruments were used to determine if there was any relationship between K-12 school leaders’ concept of ability and technology readiness. This analysis filled a blank spot in the research contributing to the literature on leadership, Mindset Theory (Dweck, 2006; Dweck, Chiu, & Hong, 1995), and Technology Readiness (Lin & Hsieh, 2012; Parasuraman, 2000). Furthermore it helped to determine the state of K-12 school leaders’ status as 21st century leaders.
The sample consisted of the school leaders of School District of Palm Beach County (SDPBC). This included 158 principals from 104 elementary, 31 middle, and 23 high schools. The researcher was a school district employee and therefore had access to the participants.
Each of the four null hypotheses were rejected as SDPBC school leaders scored significantly higher on the TIS (p<.05) and TRI 2.0 (p<.01), there was a significant (p<.0125) positive relationship between TIS and the TRI 2.0, and that relationship was affected (p<.05) by gender, race, and experience.
Jovanovic, Nathalie, and Sabina Bosnjakovic. "Motivationspåverkan av ett digitalt förändringsarbete i organisationer : En kvalitativ studie om vilka faktorer som påverkar medarbetarnas motivation vid ett digitalt förändringsarbete inom två medelstora företag i Stockholm." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41387.
Повний текст джерелаMotivation anses vara en viktig faktor för medarbetarnas trivsel på arbetsplatsen, och har speciellt stor betydelse vid ett digitalt förändringsarbete (Gilley et al., 2009). Detta med tanke på företagets föränderliga miljö då det finns risk att medarbetarnas motivation påverkas (ibid.). Problemet är att det fortfarande inte finns så mycket forskning om hur ett digitalt förändringsarbete påverkar medarbetarnas motivation. Syftet med denna studie är därför att analysera hur ett digitalt förändringsarbete påverkar medarbetarnas motivation på arbetsplatsen, samt vilka faktorer som har påverkan på medarbetarnas motivation. Detta ska analyseras utifrån medarbetarnas och ledarnas synvinkel. Studien baseras på en kvalitativ forskningsmetod i form av semistrukturerade intervjuer som utfördes på två medelstora företag i Stockholm, vilka har ett pågående digitalt förändringsarbete. För att få en djupare förståelse om ämnet och kunna besvara studiens frågeställning har totalt tolv respondenter intervjuats, varav tio är medarbetare och två ledare. Studiens resultat visar att ett digitalt förändringsarbete har en positiv påverkan på de flesta medarbetare som upplever att förändringen ska underlätta deras arbetsuppgifter i framtiden. Resultatet har även visat att de avgörande faktorerna som kan leda till ökad motivation hos medarbetarna vid ett digitalt förändringsarbete på arbetsplatsen är uppskattning, eget ansvar och stöd från ledare.
Alexandersson, Sara, and Carolina Jansson. "A Human Touch in A Digitalized Business World : A Qualitative Study of How the Digital Transformation in Business Impacts the Emotional Interactions Between Leaders and Followers." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-103771.
Повний текст джерелаHåkansson, Lindqvist Marcia. "Conditions for Technology Enhanced Learning and Educational Change : a case study of a 1:1 initiative." Doctoral thesis, Umeå universitet, Pedagogiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-109887.
Повний текст джерелаFellbrant, Johanna, Emma Fridén, and Clara Ohlsson. "Well, that escalated quickly... : Exploring how leaders have managed the rapid change of leading a group of people in a physical environment into a digital environment due to Covid-19." Thesis, Jönköping University, IHH, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52971.
Повний текст джерелаGerdin, Emelie, and Elvira Svensson. "“All of the black women in me are tired today” : En studie om Black Lives Matter-aktivisten Alicia Garzas twittrande." Thesis, Uppsala universitet, Institutionen för informatik och media, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-449341.
Повний текст джерелаAguilar, Ruiz Juan Patricio. "La relación entre el uso de las herramientas de marketing digital y la captación de leads en el sector de bienes raíces." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/652105.
Повний текст джерелаThis research will seek to determine the relationship between the use of digital marketing tools and lead acquisition in the real estate sector between men and women between the ages of 26 and 45 of socioeconomic levels A and B of Metropolitan Lima. Given the relevance that internet has acquired in recent years as a promotion and sales channel and the concentration of real estate offer in the digital space, it is important to understand the effectiveness of the implementation of digital marketing tools and their relationship with current platforms for be able to efficiently complement a traditional strategy that allows to enhance lead acquisition and positively influence the final purchase decision of the real estate. Among the main results of the study, it can be concluded that, currently, digital users are mostly in the search for real estate in the coming years. They are familiar with digital platforms, real estate mechanics to obtain quality information from their potential clients and are willing to provide personal data via digital channels. Within this context, it was determined that the implementation of digital tools within the marketing strategy of real estate organizations directly impacts lead acquisition. Therefore, it is vital to know the relationship between these tools and digital users to develop a comprehensive online strategy of high impact.
Trabajo de investigación
Ribble, Michael Shannon. "Implementing digital citizenship in schools : the research, development and validation of a technology leader's guide /." Search for this dissertation online, 2006. http://wwwlib.umi.com/cr/ksu/main.
Повний текст джерелаPaulino, Caroline Thomazini. "Como se tornar um influenciador digital de sucesso e um endossante de marcas?" Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20871.
Повний текст джерелаAtualmente, as redes sociais recebem grande parte da atenção dos marketeers e cada vez maiores investimentos de marketing das empresas. Os protagonistas das redes sociais são os influenciadores digitais, pessoas que ganharam fama através da produção de conteúdo na Internet, conquistaram inúmeros seguidores e possuem alto poder de influência. Sendo assim, cada vez mais as empresas procuram formas de associação a esses influenciadores digitais, uma vez que eles são importantes formadores de opinião dos seus públicos-alvo. Portanto, este trabalho estuda o perfil e a trajetória de 10 macro influenciadores digitais brasileiros que atingiram o sucesso na rede social Instagram. De acordo com os objetivos específicos definidos para este estudo foram encontrados como principais resultados a definição das etapas da construção de um influenciador digital de sucesso, as principais características e ações que os influenciadores digitais possuem em comum, como, a autenticidade e a produção de conteúdo e as principais mais-valias que os influenciadores digitais podem proporcionar para uma marca, como, por exemplo, dar um tom de pessoalidade à publicidade e agregar credibilidade à marca. Este estudo possui relevância académica ao contribuir para a literatura de influenciadores digitais e marketing de influência, considerada a escassez de estudos académicos focados em estudar o processo de construção de influenciadores digitais. As contribuições empresariais deste estudo referem-se no auxílio aos profissionais de marketing a verificar a adequação de parcerias entre os influenciadores e as marcas.
Currently, social networks receive a great deal of attention from marketers and increasing marketing investments from companies. The protagonists of social networks are digital influencers, people who have gained fame through the production of content on the Internet, have won numerous followers and have a high power of influence. Therefore, more and more companies are looking for ways to associate with these digital influencers, since they are important opinion makers of their target audiences. Therefore, this work studies the profile and trajectory of 10 Brazilian digital macro influencers who have achieved success on the social network Instagram. According to the specific objectives defined for this study, the main results were the definition of the stages of building a successful digital influencer, the main characteristics and actions that digital influencers have in common, such as authenticity and content production and the main advantages that digital influencers can provide for a brand, such as, for example, giving a tone of personality to advertising and adding credibility to the brand. This study has academic relevance by contributing to the literature of digital influencers and influence marketing, considering the scarcity of academic studies focused on studying the process of building digital influencers. The business contributions of this study refer to helping marketers to check the adequacy of partnerships between influencers and brands.
info:eu-repo/semantics/publishedVersion
Berggren, Emelie, and Moa Wallin. "Att leda digitalt - det "nya" ledarskapet : En kvalitativ studie om digitalt ledarskap till följd av coronapandemin." Thesis, Uppsala universitet, Informationssystem, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-445692.
Повний текст джерелаDue to the covid-19 pandemic, organisations were forced to make a rapid and involuntary transition to teleworking. This shift in labour entails new demands, especially on leaders who are forced to rely on digital tools for communication and leadership. Accordingly, the aim of this study was to investigate experiences of leaders during this period of time, and how leadership is mediated through information and communication technology (ICT). To answer the research question, semi structured interviews were conducted with twelve leaders. The results were primarily analyzed through an affordance lens, combined with a leader-member exchange perspective, which emphasizes the dyadic relationship between leader and follower. The results imply that ICT is essential for remote leadership. However, a major issue arises as leaders previously has developed a leadership style that primarily relies on informal communication and following up with employees face-to-face. Although individual characteristics matter in regards to how well and to what extent digital affordances are actualized, digital tools do not manage to create and transmit social affordances to the same extent as the physical environment. Yet, a progress has been made since the start of the pandemic-induced telework, and the use of ICT has increasingly been integrated in the leadership. To fully reach so-called e-leadership, new e-competencies are nevertheless required, where ICT is applied effectively, deliberately and appropriately.
Ståhl, Emma, and Anna Pettersen. "Marknadsstrategi för lead generation : En studie om digitala marknadsstrategier och dess effekt på marknadsleads." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16989.
Повний текст джерелаTitle: Market strategy of lead generation: A study about digital market strategies and its effects on market leads Level: Bachelor thesis in Business economics Authors: Anna Pettersen and Emma Ståhl Supervisor: PhD Agneta Sundström Examiner: PhD Lars-Johan Åge Date: 2014-June Aim: The aim of this study is to increase understanding of how companies plan, implement and evaluate strategies for digital marketing in order to generate leads. Method: This multiple case study has a qualitative research approach. The empirical data were collected through a primary data collection of ten semi-structured interviews conducted in ten different companies with locations in the Swedish IT-industry. Through a grid where we coded and analysed the collected primary data, themes and patterns were found that emerged in to a core category; Effect. Result & conclusion: This study shows that the participating respondent consider digital marketing and lead generation to be of high importance for their company. The respondents choose to base their design for marketing strategies on intuition, and they apply their strategies by “trial and error”. Further, the respondents spend a small amount of time on evaluation of strategies. Contribution: This study contribute to a higher understanding of what effect a companies design, application and evaluation of digital marketing strategies have on lead generation Further research: We suggest that future research examines what businesses can do to receive feedback from customers, and how important this benefit is in lead generation. Key words: Digital marketing, Market strategies, Lead generation, Digital tools, Market leads, Business-to-business
Fors, Emelie, and Evelina Lundberg. "Do as I do! : A single case study investigating leadership within a successful e-commerce company with a Customer Experience focus." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105523.
Повний текст джерелаAndersson, Amanda, Michelle Daunfeldt, and Pulli Sarah Lundberg. ""Det är en självklarhet för oss att hänga med i framtidens utveckling" : - En kvalitativ studie om ledares uppfattningar av krav, resurser och lärande i en organisatorisk digital förändringsprocess." Thesis, Högskolan i Halmstad, Akademin för hälsa och välfärd, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-40605.
Повний текст джерелаAs digitalization increases in speed and we become more digital, changes are brought upon every part of society, not least our workplaces. While these changes often create efficiency in organizations, they also come with high demands on individual learning and well-being. Leaders play a central role in change processes, thus improvingleadership is of utmost importance. The purpose of this study was to examine leaders’perception of job demands, resources and learning in an organizational digital change process and contribute to the body of research with understanding of what creates success and health promotion in such change processes. To examine and answer the research questions, eight semi-structured interviews were held with leaders from the care office of the municipality. The interviews were transcribed and analyzed using conventional qualitative content analysis. The results from this study show that theleaders’ positive attitude towards digitalization induce wellbeing and that individualmotivation drivers are important resources to support healthiness. The study also finds that the most prominent demand that leaders experience in the digitalization process is to be a good role model. Further, the results show that occasions for education and reflection regarding digitalization are main drivers to promote leaders’ learning.Success is created from having a positive attitude, individual motivation drivers, a supportive learning environment for formal learning, and opportunities for informal learning. For an organizational digital change process to be health promotional, motivation and support are important factors as they create opportunities for improvement of well-being and learning at the workplace.
Bellido, Caffo Sandra Paola, and Núñez Mónica Andrea Olarte. "Estrategia de Inbound Marketing en social media y su relación con la decisión de compra online en tiendas por departamento en el rubro de la moda." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653523.
Повний текст джерелаThe objective of this research is to study if there is a relationship and of what type between the Inbound Marketing strategy in social media and the online purchase decision. This study is relevant because it will allow us to verify that Inbound Marketing actions are positively related to the decision to buy online in department stores in the fashion sector. The actions to be considered for the research are the following: attraction, conversion, lead generation, lead tracking and finally, loyalty. The target audience for the study are women who make purchases online, are between 18 and 30 years old and reside in the city of Lima. 250 surveys will be considered to the target audience, these based on the structured questionnaire with 20 questions.
Trabajo de investigación
Drápalíková, Jitka. "Návrh podnikového trainee programu a jeho zavedení pomocí technik projektového managementu v organizaci." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-444615.
Повний текст джерелаBradshaw, Jeannine. "Digital communication can support compassionate leaders and compassionate workplaces." 2013. http://hdl.handle.net/10170/600.
Повний текст джерелаSohn, Youngju Korzenny Felipe. "Opinion leaders and seekers in online brand communities centered on Korean digital camera brand communities /." Diss., 2005. http://etd.lib.fsu.edu/theses/available/etd-07012005-002206.
Повний текст джерелаAdvisor: Dr. Felipe Korzenny, Florida State University, College of Communication, Dept of Integrated Marketing Communication. Title and description from dissertation home page (viewed Sept. 19, 2005). Document formatted into pages; contains v, 55 pages. Includes bibliographical references.
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.
Повний текст джерелаThe 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.
Bankova, Kamelia, and Pavlina Stancheva. "How Social Media Influencers Co-Create Brand Value in the Digital World? : Exploratory research investigating Gamers and Opinion Leaders as Social Media Influencers and the process of Brand Value Creation in the Digital World." Thesis, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-54576.
Повний текст джерелаFerreira, João Carlos Bugarim. "O marketing digital nos media sociais : o papel dos micro-influenciadores na Allianz Global Assistance." Master's thesis, 2021. http://hdl.handle.net/10400.14/37252.
Повний текст джерелаThis study aims to clarify digital marketing dynamics in online platforms such as social media that have become very importante after the society’s digitalization and the fact that companies saw its branded messages’ effectiveness decrease when they were aired in traditional media like television, radio and press. Therefore, we explore the core fundaments that led digital marketing to be more and more preponderant in companies’ communication strategies and how these social media allowed na unprecedent closeness between brands and consumers, besides that, with its functionalities, some users began to produce and share content, becoming more notorious and reaching the status of digital influencers, and starting to work with companies acting as intermediates between them and its clients. The empirical study took Allianz Global Assistance as case study and it is composed of semi-structured interviews with marketeers and a digital influencer, alongside a content analysis to the company’s Facebook and Instagram profiles. We concluded that social media must be seen as more than just comercial channels and that consumers now prefer getting to know products and services through digital influencers than directly from brands.
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.
Повний текст джерелаAs 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.
Camarão, Rafael Pardal. "The evolution of the direct-to-consumer model in the sportswear industry : an assessment of the model’s application by top industry leaders." Master's thesis, 2021. http://hdl.handle.net/10400.14/34966.
Повний текст джерелаEsta dissertação tem como objetivo avaliar como a indústria do vestuário desportivo está a abordar a recente tendência de utilizar o model Direct-to-Consumer (DTC). Portanto, a mesma explora o desenvolvimento atual e potential que o modelo poderá ter na indústria. As perguntas de investigação foram respondidas ao construir quatro casos de estudos abreviados sobre marcas desportivas globais como Adidas, Nike, Puma e Under Armour. Os quatros casos de estudos explicam como marcas desportivas de topo estão a abordar este model, quais práticas estão a ser usadas e qual é o impacto financeiro que o modelo apresenta. Para perceber qual será o futuro do model DTC na indústria do vestuário desportivo foram construídos vários possíveis cenários. Ao longo dos anos, cada vez mais marcas desportivas estão a adotar este mode, especialmente as marcas estão a aplicar o modelo nos seus canais online, que são os que representam o maior crescimento. Na perspectiva do consumidor, é mais provável que os consumidores compram e interajam com as marcas nas plataformas digitais. O futuro do modelo DTC na indústria do vestuário desportivo tem maior probabilidades de seguir um cenário base, onde as maiores marcas desportivas continuarão a adotar o model e futuramente marcas médias e mais pequenas vão seguir esta tendência.
Heng, Lin, and 林珩. "The Correlation Study of Project Management and Innovation of Opinion Leaders in Virtual Community-A Case of the "Bridging the Digital Divide of the SME" Project." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/91132443930350018342.
Повний текст джерелаLoureiro, Sofia Miranda. "A comunicação no setor da restauração: a importância da electronic word-of-mouth." Master's thesis, 2019. http://hdl.handle.net/10362/74798.
Повний текст джерелаWith the progress of web over the last few years, many challenges have been placed on strategic communications and those dedicated to reputation management, particularly in the digital world. The aim of this exploratory study is to analyze how communication in the restaurant sector has adapted to the new contexts and to the evolution of production and diffusion means of information available to consumers. Starting from the traditional concept of word-of-mouth communication and analyzing its evolution through time linked to the notion of opinion leader, this study sought to understand the mutations suffered by two classical ideas strongly influenced by the new technologies. From the initial approach to electronic word-of-mouth, with particular focus on the new opinion-aggregating platforms, this study focuses on assessing the impact of strategies used by communication professionals in the restaurant sector in the decision-making process regarding the choice of a restaurant. In order to induce the academic study of new concepts related to word-of-mouth communication and to new opinion leaders in the digital context, this study used both quantitative and qualitative methods to collect data, through questionnaire and interviews, as well as for their analysis through content analysis.
Couñago, Pedro Miguel Lourenço. "Twitter e Web Summit 2019: Um estudo de caso." Master's thesis, 2020. http://hdl.handle.net/10071/21454.
Повний текст джерелаThe 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.
Рахманіна, Наталя Семенівна. "Комунікативні механізми взаємодії з лідерами думок у межах рекламної кампанії". Магістерська робота, 2020. https://dspace.znu.edu.ua/jspui/handle/12345/4518.
Повний текст джерелаUA : Магістерська робота «Комунікативні механізми взаємодії з лідерами думок у межах рекламної кампанії» – основний текст – 75 сторінок. Для виконання дипломної роботи опрацьовано 70 джерел. Об’єктом дослідження є проектна діяльність лідерів думок з компаніями або брендом в українському медійному просторі. Предметом дослідження є механізми ефективної взаємодії з інфлюенсерами у межах рекламної кампанії. Мета дослідження: виявлення специфіки діяльності лідера думок як інструменту рекламної кампанії та надання рекомендацій для успішної рекламної стратегії. Методи дослідження: для з’ясування ефективність рекламної кампанії за участі лідерів думок для бренду та виявлення найефективніших шляхів комунікацій було використано такі методи: аналіз, описовий метод, контент-аналіз, порівняння, метод класифікації та узагальнення, а також систематизація. Для реалізації поставленої мети необхідно виконати такі завдання: 1) визначити поняття «реклама», «нативна реклама», «інфлюенс-маркетинг», «лідер думок» у межах медіакомунікації; 2) розкрити основні стратегії рекламних кампаній; 3) виділити типи лідерів думок за різними показниками; 4) проаналізувати особливості сегментування та дослідження цільової аудиторії бренду та лідера думок; 5) змоделювати дієві комунікативні механізми взаємодії з лідерами думок у межах рекламної кампанії. 6) подати рекомендації до підготовки, запуску контенту та оцінки ефективної співпраці з інфлюенсерами. Методологічну і теоретичну основу дослідження складають праці вітчизняних і зарубіжних науковців, які досліджували інфлюенс-маркетинг і комунікативні стратегії у соцільних мережах загалом та в межах медіакомунікації зокрема: Дж. А. Барнес, О. Довженко, П. Лазарсфельд, Е. Кац, В. Зірка, В. Корольков, Л. Патрік. Наукова новизна: в роботі були подані рекомендації щодо підготовки, запуску контенту та оцінки ефективної співпраці з інфлюенсерами. Сфера застосування: матеріали проведеного дослідження можуть бути використані у професійній діяльності менеджерів з медіакомунікацій, працівників рекламних і PR агенцій, а також під час подальших наукових розробок із питань залучення лідерів думок у просуванні брендів.
EN : Master's thesis "Communicative mechanisms of interaction with thought leaders within the advertising campaign" - main text - 75 pages. 70 sources were processed for the thesis. The object of the research is the project activity of opinion leaders with companies or brands in the Ukrainian media space. The subject of the study is the mechanisms of effective interaction with influencers within the advertising campaign. The purpose of the study: to identify the specifics of the activities of the opinion leader as a tool of the advertising campaign and provide recommendations for a successful advertising strategy. Research methods: The following methods were used to determine the effectiveness of the advertising campaign with the participation of opinion leaders for the brand and to identify the most effective ways of communication: analysis, descriptive method, content analysis, comparison, classification and generalization, and systematization. To achieve this goal it is necessary to perform the following tasks: 1) define the concepts of "advertising", "native advertising", "influence marketing", "thought leader" within media communication; 2) to reveal the main strategies of advertising campaigns; 3) identify the types of opinion leaders on various indicators; 4) analyze the features of segmentation and research of the target audience of the brand and the opinion leader; 5) to model effective communicative mechanisms of interaction with thought leaders within the advertising campaign. 6) make recommendations for the preparation, launch of content and evaluation of effective cooperation with influencers. The methodological and theoretical basis of the study are the works of domestic and foreign scientists who studied influenza marketing and communication strategies in social networks in general and within media communication in particular: J. A. Barnes, O. Dovzhenko, P. Lazarsfeld, E. Katz, V. Zirka, V. Korolkov, L. Patrick. Scientific novelty: the paper provided recommendations for the preparation, launch of content and evaluation of effective cooperation with influencers. Scope: the materials of the study can be used in the professional activities of media communications managers, employees of advertising and PR agencies, as well as during further research on the involvement of opinion leaders in brand promotion.
Cruz, Rodrigo Paulo dos Reis. "Plano de ação digital para a geração de leads: aplicação à RE/MAX Progresso." Master's thesis, 2020. http://hdl.handle.net/10400.26/36642.
Повний текст джерелаThe digital age has changed the way business is done, and it is important that marketers follow the needs of their potential customers, building a well-structured lead generation plan and a customer relationship strategy based on appropriate content and relevant. With the high competition in the real estate market and market shares divided by several agencies, this market can be considered to be in a saturation phase. The number of agencies and their consultants is increasing and the demand for buyers, sellers and the recruitment itself has become increasingly aggressive in recent times. The traditional marketing methods for attracting clients and recruiting have proved to be insufficient for this purpose, as the high cost, lack of return and the difficulty of measuring performance require agencies to reinvent themselves and present a new complementary strategy, the digital. The keyword for a digital plan is not revolution, but evolution. In the same way that betting on traditional channels cannot be supplanted, betting on the internet will also not solve all problems if it is not well managed and applied. The meaning of being present online is not the same as having an online presence, and within this spectrum there are a wide range of strategies and actions that can be implemented. In addition to this plan, there is a responsibility to be applied in a troubled period caused by the Covid-19 pandemic that brought to light the various business opportunities and reach that digital channels offer. In this way, a digital action plan for generating leads with a view to future application in a small real estate business organization will be reflected here.
Bang, Sungsoo. "Beyond the Red and the Blue : political Twitter networks of U.S. House of Representatives and Korean National Assembly." 2013. http://hdl.handle.net/2152/23251.
Повний текст джерелаtext
Broos, Elizabeth. "Information, communication and technological competencies in a digital working environment : a case study in the Netherlands Defence Organization." Thesis, 2008. http://hdl.handle.net/2263/25608.
Повний текст джерелаThesis (PhD (Computer-Integrated Education))--University of Pretoria, 2008.
Curriculum Studies
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Silva, Davide Miguel Vieira da. "Inbound marketing & marketing automation: o impacto na angariação de leads : estudo de caso da empresa Go4Mobility." Master's thesis, 2021. http://hdl.handle.net/10437/12774.
Повний текст джерелаA transformação digital assume um fator primordial nas opções estratégicas das empresas, as quais devem tomar decisões que lhes permitam, potenciar os seus resultados através das mais valias associadas ao Digital e, à Tecnologia. Esta investigação incide sobre o conceito de Inbound Marketing, que permite às empresas atrair visitantes para os seus canais, essencialmente, para o website, converter os mesmos em leads (potenciais clientes), e, por fim, converter as leads em clientes fidelizados. Através do Inbound Marketing, novos, mas também, atuais clientes, podem tornar-se promotores da marca, aumentando assim o retorno dos mesmos para com a empresa. O Marketing Automation e a sua aplicabilidade através das funcionalidades e, da tecnologia disponível em forma de plataforma, possibilita que as empresas possam, por um lado, automatizar processos, e por outro, dotar se de um conjunto de estratégias e canais de comunicação, que lhes permitem oferecer aos seus clientes e contactos, uma boa experiência de utilização, potenciando assim os resultados comerciais das empresas e a satisfação dos seus clientes. O presente estudo tem como principal objetivo aferir o impacto da implementação de estratégias de Inbound Marketing e, a utilização de uma plataforma de Marketing Automation, na angariação de leads para as empresas. De forma a inquirir as evidências deste impacto, é realizado um estudo de caso sobre a empresa Go4Mobility, que implementou estas duas estratégias, com o objetivo de angariar um maior número de oportunidades de negócio (leads). No decorrer do estudo, foram também especificadas as técnicas utilizadas e que culminaram na angariação de um maior número de leads.
The strategy definition on the business sector is something very important and the Digital Transformation assumes a big relevance. Companies should make decisions that allow them, to increase their results through all the potential and the added value associated with Digital and Technology. This study is focused on the concept of Inbound Marketing strategies, that provide the ability to attract traffic for the company channels, in order to generate business leads. Marketing Automation and its applicability through your features and, of the technology available in the platform, allows companies to automate processes and to provide themselves with a set of strategies and communication channels, to deliver a good user experience for your contacts and also, to your customers, enhancing the companies' commercial results and customer satisfaction. This research aims to verify the impacts of the implementation of Inbound Marketing strategies and the use of a Marketing Automation platform to attract business leads. In order to identify the existence of this impact, was carried out a case study with the company – Go4Mobility. They implemented these two strategies in order to raise a greater number of business leads. Through the study, the techniques used were also specified, which concluded in the acquisition of an interesting number of business leads.
Oliveira, Marta Borges Caroço Ferreira de. "Análise do impacto da implementação de uma estratégia de inbound marketing na geração de leads estudo de caso das empresas Voxtron e Youlead." Master's thesis, 2016. http://hdl.handle.net/10437/7644.
Повний текст джерелаEsta investigação introduz o conceito de Inbound Marketing, que permite às empresas atrair visitantes para o seu website, converter os mesmos em potenciais clientes (leads) e, por fim, converter as leads em clientes fidelizados e promotores da sua marca. Para isso este utiliza técnicas de Blogging, Search Engine Optimization (SEO), Content Marketing, e também as redes sociais. O presente estudo tem como principal objetivo averiguar o impacto da implementação de estratégias de Inbound Marketing na angariação de leads de negócio para as empresas. De modo a averiguar a existência deste impacto, é levado a cabo um estudo de caso das empresas Voxtron e YouLead, que implementaram este tipo de estratégia com o objetivo de angariar um maior número de potenciais clientes (leads), tendo sido comparada em ambas as empresas a quantidade de leads angariadas nos períodos anteriores e posteriores à implementação da estratégia de Inbound Marketing. Foram também especificadas as técnicas utilizadas que conduziram à angariação de um maior número de leads. No caso da empresa YouLead, os resultados parecem apontar para a existência de um impacto da implementação da estratégia de Inbound Marketing na angariação de novas leads de negócio. No caso da empresa Voxtron, os dados fornecidos não permitiram aferir se o aumento no número de leads geradas nos períodos considerados está diretamente relacionado com a implementação da estratégia de Inbound Marketing na empresa.
This research introduces the concept of Inbound Marketing, which allows companies to attract visitors to your website, convert them into potential customers (leads) and ultimately convert those leads into loyal customers and brand promoters. To do this, it uses Blogging techniques, Search Engine Optimization (SEO), Content Marketing, and also Social Networks. This study aims to verify the impact of the implementation of Inbound Marketing strategies in attracting business leads for companies. In order to identify the existence of this impact was carried out a case study with two companies, Voxtron and YouLead, that have had implemented this type of strategy in order to raise a greater number of potential customers (leads) and made a comparison between companies regarding the amount of leads raised before and after the implementation of the Inbound Marketing strategy. The techniques leading to raise a larger number of leads were also specified. In the case of YouLead company, the results obtained point to the existence of an impact of the implementation of the Inbound Marketing strategy in attracting new business leads. In the case of Voxtron company, the data provided did not allow to assess whether the increase in the number of leads, on the studied periods, is directly related to the implementation of the Inbound Marketing strategy in the company.
Lopes, André Filipe Ferreira. "Paid Search Advertising como meio de desenvolvimento de Brand Awareness para a conversão de Leads." Master's thesis, 2021. http://hdl.handle.net/10400.26/36117.
Повний текст джерелаThe technological innovation has brought theoretical changes in the way marketing is applied, and companies are now more interested in the practice of paid search advertising, due to the greater effectiveness in delivering a message. Simultaneously, the increasingly fierce competition in many of the B2B service sectors has led organizations to seek competitive advantage through brand awareness. Facing these challenges, SGS Academy, as a professional training department of the SGS group, started looking for new ways to communicate digitally, in order to promote a closer approach of the business to its market and convert a greater number of leads through their digital channels. To this end, it was outlined a strategy based on the creation and monitoring of a promotional campaign using pay-per-click ads on the Google Ads platform. This academic document is supported by a content analysis technique and proves that the introduction of a paid search advertising campaign, based on the creation and monitoring of PPC ads, acted as an effective means to increase SGS Academy brand awareness and consequent conversion of leads in the digital ecosystem of the brand.