Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (i) social influence, (ii) search for information, (iii) entertainment, (iv) trust and (v) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (i) ‘brand detached’, (ii) ‘brand profiteers’, (iii) ‘brand companions’ and (iv) ‘brand reliants’. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.

Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz (1959) to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (1) social influence, (2) search for information, (3) entertainment, (4) trust and (5) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (1) “brand detached”, (2) “brand profiteers”, (3) “brand companions” and (4) “brand reliants”. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.

O comprimento descritivo mínimo na amostragem por transectos lineares

Apresenta·se um breve resumo histórico da evolução da amostragem por transectos lineares e desenvolve·se a sua teoria. Descrevemos a teoria de amostragem por transectos lineares, proposta por Buckland (1992), sendo apresentados os pontos mais relevantes, no que diz respeito à modelação da função de detecção. Apresentamos uma descrição do princípio CDM (Rissanen, 1978) e a sua aplicação à estimação de uma função densidade por um histograma (Kontkanen e Myllymãki, 2006), procedendo à aplicação de um exemplo prático, recorrendo a uma mistura de densidades. Procedemos à sua aplicação ao cálculo do estimador da probabilidade de detecção, no caso dos transectos lineares e desta forma estimar a densidade populacional de animais. Analisamos dois casos práticos, clássicos na amostragem por distâncias, comparando os resultados obtidos. De forma a avaliar a metodologia, simulámos vários conjuntos de observações, tendo como base o exemplo das estacas, recorrendo às funções de detecção semi-normal, taxa de risco, exponencial e uniforme com um cosseno. Os resultados foram obtidos com o programa DISTANCE (Thomas et al., in press) e um algoritmo escrito em linguagem C, cedido pelo Professor Doutor Petri Kontkanen (Departamento de Ciências da Computação, Universidade de Helsínquia). Foram desenvolvidos programas de forma a calcular intervalos de confiança recorrendo à técnica bootstrap (Efron, 1978). São discutidos os resultados finais e apresentadas sugestões de desenvolvimentos futuros. ABSTRACT; We present a brief historical note on the evolution of line transect sampling and its theoretical developments. We describe line transect sampling theory as proposed by Buckland (1992), and present the most relevant issues about modeling the detection function. We present a description of the CDM principle (Rissanen, 1978) and its application to histogram density estimation (Kontkanen and Myllymãki, 2006), with a practical example, using a mixture of densities. We proceed with the application and estimate probability of detection and animal population density in the context of line transect sampling. Two classical examples from the literature are analyzed and compared. ln order to evaluate the proposed methodology, we carry out a simulation study based on a wooden stakes example, and using as detection functions half normal, hazard rate, exponential and uniform with a cosine term. The results were obtained using program DISTANCE (Thomas et al., in press), and an algorithm written in C language, kindly offered by Professor Petri Kontkanen (Department of Computer Science, University of Helsinki). We develop some programs in order to estimate confidence intervals using the bootstrap technique (Efron, 1978). Finally, the results are presented and discussed with suggestions for future developments.

Avaliação do potencial de desenvolvimento em meninos e meninas dos 4 aos 6 anos

Todos nós, educadores, devemos prestar uma atenção aprofundada às potencialidades e inclinações das crianças que constituem os nossos grupos, para que possamos estimular e desenvolver as suas competências. É nesse sentido que desenvolvemos este Estudo Exploratório, com o qual se pretende analisar a adaptação da avaliação de potencial derivada da Teoria das Inteligência Múltiplas ao contexto da Educação Pré-Escolar, com o objectivo de contribuir para a qualidade da intervenção educativa, articulando conceitos como Inteligência, Competência, Potencial, Currículo, Avaliação Dinâmica. Participam no estudo 42 crianças que frequentam Jardim de Infância e integram dois grupos heterogéneos e as respectivas educadoras. A metodologia é de natureza qualitativa e quantitativa, apoiando-se na aplicação dos seguintes instrumentos: modelo de avaliação de potencial baseado no Spectrum; Inventário de Quociente Emocional, versão para crianças e jovens (Bar-On Emocional Quotient Inventory: Youth Version), adaptado a educadores por Candeias e Monteiro (2010); questionário de Caracterização do ambiente educativo - Sala de Actividades, adaptado por Candeias e lglésias (2010); Teste de Avaliação de Habilidades Cognitivas de Solução de Problemas lnterpessoais (EVHACOSPI). Os resultados obtidos sugerem a importância de uma avaliação do potencial, baseada na Teoria das Inteligências Múltiplas, que utiliza instrumentos adequados a cada um dos domínios do potencial e da competência humana propostos por H. Gardner: verbal, Lógico-Matemática, Musical, Corporal-Cinestésica, Visuo-espacial, lnterpessoal, Intrapessoal e Naturalista. Apontam também para o papel que este tipo de avaliação pode desempenhar na intervenção educativa que se objectiva intencional e fundamentada. ABSTRACT: Ali of us, educators, must pay a special attention to the potentialities and inclinations of children who make up our groups, so enabling the stimulation and development of their competences. ln this sense we developed this Exploratory Study, through which is intended to analyse the adaptation of potential evaluation derived from the Theory of Multiple intelligences in the range of Pre-School Education, aiming at the contribution for the educative intervention: articulating concepts such as Intelligence, Competence Potential, Curriculum, and Dynamic Evaluation. The study involves 42 children attending Infant School, belonging to two heterogeneous groups and respective educators. Methodology is of qualitative and quantitative nature, supported by the following instruments: evaluation model based on Spectrum; Inventory of Emotional Quotient, version for children and youths, adapted to educators by Candeias e Monteiro (2010), Query of Characterization of Educative Environment - Activities Room, adapted by Candeias e lglésias (2010); Test for Evaluation of Cognitive Abilities of Interpersonal Problems Solution. (EVHACOSPI). The results suggest the importance of an assessment, based on the Theory of Multiple Intelligence, which uses instruments fitted to each of the domains of human potential and competence proposed by H. Gardiner: Verbal, Logical-Maths, Musical, Corporal¬ Kinaesthetic, Visuo-Spatial, Interpersonal, Intrapersonal and Naturalist. They also refer to the role that this type of assessment can play in the educational intervention aiming to be intentional and grounded.