La gestión de la reputación on-line por parte de las compañías hoteleras : El papel del community manager

Mi trabajo de disertación se desarrolla en el contexto del Grado de Comunicación de la UOC y la finalidad es establecer un marco teórico actualizado sobre el concepto de reputación on-line aplicable al sector hotelero. En este sentido entiendo necesario partir del análisis de tres hoteles de Palma de Mallorca para obtener un diagnóstico de reputación y poderafirmar que existe una relación entre su reputación on-line y la obtención de mayores ingresos. Por este motivo, llevaré a cabo un estudio de caso comparativo con la herramienta de monitorización SocialVane del Hotel Gran Meliá Victoria con sus competidores más directos.

2004-2014 Odissea a la xarxa : Una visió de la comunicació d'empresa

Aquest estudi analitza els canvi entre 2004 i 2014 de 5 elements clau en els departaments de comunicació de les empreses: la gestió de la reputació corporativa, les relacions amb els mitjans, la comunicació publicitària, les eines i canals propis dels departaments de comunicació i, finalment, els canvis en el rol dels departaments de comunicació i els seus professionals.

Trust in inter-organizational relationships

Trust in inter-organizational collaborative relationships has attracted substantial research interest among academics and practitioners. Previous studies have concentrated on the benefits of trust to business outcomes and economic performance, as it is considered to be a source of competitive advantage. Despite this increased level of interest, there is no consensus, much less overall agreement, about how it should be conceptualized or about the number of dimensions it incorporates. On the inter-organizational level there is an obvious challenge in defining both the trusting party and the objects of trust. Thus, the notion of trust as an under-theorized and poorly understood phenomenon still holds. Hence, the motivation of this study was fuelled by the need to increase our knowledge and understanding of the role and nature of trust in inter-organizational collaborative relationships. It is posited that there is a call for more understanding about its antecedents and consequences, as well as about the very concept in inter-organizational collaborative relationships. The study is divided into two parts. The first part gives a general overview, and the second part comprises four research publications. Both qualitative and quantitative research methodology is utilized. A multi-method research design was used because it provides different levels of data and different perspectives on the phenomenon. The results of this study reveal that trust incorporates three dimensions on both the individual and the organizational level: capability, goodwill, and self-reference. Trust develops from the reputation and behavior of the trusted party. It appears from this study that trust is clearly directed towards both individual boundary spanners and the counterpart company itself – i.e. not only to one or the other. The trusting party, on the other hand, is always an individual, and not the organization per se. Trust increases collaboration benefits and lowers collaboration drawbacks, thus having a positive effect on relationship performance. The major contribution of this study lies in uncovering the critical points and drawbacks in prior research and thereby in responding to the highlighted challenges. The way in which these challenges were addressed offers contributions to three major issues in the emerging theory of trust in the inter-organizational context: firstly, this study clarifies the trustor-trustee discussion; secondly, it conceptualizes trust as existing on both individual and organizational levels; and thirdly, it provides more information about the antecedents of trust and the ways in which it affects relationship performance.

Markkinointiviestintä ja maineenhallinta paikan markkinoinnin kilpailuetuna. Kohderyhmälähtöinen markkinointiviestinnän suunnittelu

Tutkimuksessa selvitetään miten paikan markkinoinnissa markkinointiviestinnän kohderyhmälähtöisen suunnittelun avulla voidaan paikan kilpailuetua kasvattaa ja kehittää.

Monitorització de reputació online

Implementació d'un servei que cerqui per Internet tota la informació que una empresa pugui requerir per fer-se una idea aproximada del que es diu d'ella a Internet -la seva reputació- i on es diu -llocs web-, per poder consultar aquesta informació de forma ràpida i clara.

Asiakkaan luottamuksen kokemus terveydenhuollon palveluntarjoajaa kohtaan : case tutkimus terveydenhuollon yksityiseltä sektorilta

Tutkimuksen tavoite on selvittää mitkä tekijät vaikuttavat asiakkaan luottamuksen kokemukseen palveluntarjoajaa kohtaan ei kasvokkain tarjottavissa terveyspalveluissa. Tutkimusongelman käsittelyssä kiinnitetään erityisesti huomiota luottamuksen rakentumisen dynamiikkaan ja aikaulottuvuuteen sekä yksityisen palveluntarjoajan maineeseen yhtenä luottamuksen kokemusta selittavänä tekijänä. Kirjailisuuskatsauksessa on määritelty paääkäsitteet maine ja luottamus sekä niiden alakasitteita. Lähteinä on käytetty luottamusta käsittelevää kirjallisuutta useilta eri tieteenaloilta. Case tutkimus on suoritettu laadullisin menetelmin kirjallisuuskatsauksessa esitetyn viitekehyksen ja aikaisemman tutkimuksen pohjalta. Primaariaineisto on kerätty fokusryhmäkeskusteluilia. Aineistoa on pyritty anatysoimaan mahdollisimman yksityiskohtaisesti tutkimuskysymyksen kontekstissa. Analyysin pohjalta tehtyjä tulkintoja on verrattu aikaisempaan tutkimukseen. Case tutkimus osoitti, etta positiivisten odotusten ja suomalaista terveydenhuollon järjestelmää kohtaan tunnetun luottamuksen ansiosta suhtautuminen terveydenhuollon palveluntarjoajaa kohtaan on lähtokohtaisesti luottavainen. Luottamuksen rakentumisen ensivaiheessa nopea luottamus perustuu aikaisemmista kokemuksista siirrettyyn luottamukseen ja stereotypioihin. Seuraavassa vaiheessa luottamus henkilöityy hoitajaan. Luottamus syvenee positiivisten kokemusten ja odotusten täyttymyksen myötä koskemaan myös palveluntarjoajaa. Luottamuksen rakentumisen tärkeimmiksi tekijöiksi nousivat yrityksen maine sosiaalisessa mediassa, suosittelijat, yrityksen asema terveydenhuollon järjestelmässä sekä hoitajien kyvykkyys, kompetenssi, empatiakyky ja potilaan ymmärtäminen.

Review of Robust Cooperative Spectrum Sensing Techniques for Cognitive Radio Networks

Cognitive radio networks sense spectrum occupancy and manage themselvesto operate in unused bands without disturbing licensed users. The detection capability of aradio system can be enhanced if the sensing process is performed jointly by a group of nodesso that the effects of wireless fading and shadowing can be minimized. However, taking acollaborative approach poses new security threats to the system as nodes can report falsesensing data to reach a wrong decision. This paper makes a review of secure cooperativespectrum sensing in cognitive radio networks. The main objective of these protocols is toprovide an accurate resolution about the availability of some spectrum channels, ensuring thecontribution from incapable users as well as malicious ones is discarded. Issues, advantagesand disadvantages of such protocols are investigated and summarized.

"All for one and one for all" Kuinka yhteiskuntavastuu - viestintä on muuttunut suomalaisten pörssiyhtiöiden vuosikertomuksissa vuodesta 2004 vuoteen 2008

Tutkin kandidaatin tutkielmassani yhteiskuntavastuuviestintää suomalaisten pörssiyhtiöiden vuosikertomuksissa 2004. Tutkimus osoitti, että viestintä on hyvin eritasoista eri yrityksissä. Valveutuneet yhteiskuntavastuuviestijät käyttivät kolmen pilarin mallia kategorioidessaan toimintaansa. Selkeästi oli havaittavissa myös toimialakohtaisia eroja. Tässä tutkimuksessa jatkan samalla aihepiirillä selvittämällä sitä, kuinka Helsingin pörssissä listattujen yhtiöiden yhteiskuntavastuuviestintä on muuttunut kun verrataan vuoden 2004 ja 2008 vuosikertomuksia toisiinsa. Tutkimusmetodi on kvalitatiivinen. Diskurssianalyysin keinoin selvitän miten yritykset viestivät vastuullisuudestaan. Tutkimus osoittaa, että yhteiskuntavastuuviestintä ei ole edelleenkään jokaisen yhtiön intresseissä. Yrityksistä noin kaksi kolmesta viestii jotain yhteiskuntavastuun alueeseen liittyvää. Ward on hieman vähentynyt vuodesta 2004. Näistä yrityksistä vastaavasti noin kahdella kolmesta yhteiskuntavastuutoiminta on johdettua ja tavoitteellista tämä näkyy korkealaatuisena yhteiskuntavastuuviestintänä. Taantuma vuosikertomuksissa näkyi etenkin taloudellisen vastuun lisääntyneenä raportointina.

Aineettomat markkinointiresurssit – brändi, imago ja maine

Tämän kandidaatintyön tarkoituksena on tarkastella aineettomien markkinointiresurssien – brändin, imagon ja maineen – määritelmiä sekä niiden etuja yrityksen liiketoiminnassa. Tarkastelu toteutetaan B2B-liiketoimintaympäristössä. Työ rakentuu viidestä osiosta, joista ensimmäisessä käsitellään aineettomia markkinointiresursseja ja niihin kuuluvaa suhdepääomaa. Toisessa, kolmannessa ja neljännessä osiossa käsitellään suhdepääomaan kuuluvien brändin, imagon ja maineen määritelmiä, etuja ja vaikutuksia yrityksen liiketoiminnassa. Viidennessä osiossa esitellään edellä mainittujen tekijöiden vaikutuksia asiakkaan ostopäätösprosessiin. Työssä käytetyn aineiston pohjalta tehtiin johtopäätös, että B2B-liiketoiminnassa toimiva yritys on yleensä itse brändi, jolla on sekä imago että maine. Brändi-imago ja brändin maine ovat merkittävässä roolissa asiakkaan ostopäätösprosessissa. Työn lopussa esitetään erilaisia asiakkaan ostopäätösprosessia kuvaavia malleja. Käytetyn aineiston ja mallien pohjalta on muodostettu malli brändi-imagon ja brändin maineen vaikutuksista asiakkaan ostopäätösprosessin eri tekijöihin.

Packaging inks for folding cartons used in food packaging

This thesis examined packaging inks suitable for folding cartons used in food packaging. The recent cases of compounds migrating from packaging inks into packed food, have forced the packaging ink manufacturers to develop inks that do not include substances at a level, that may pose a risk to the health of a consumer or to the quality of packed food. Food packaging is a sensitive area and subject to extensive legislation. This research presents the current situation on regulatory documents that can be used to demonstrate the safety of packaging inks used in food packaging. In the research, data was also collected on the available packaging inks for food packaging in packaging ink market. Test printing was performed with five printing inks and three varnishes on Ensocoat board, produced by Stora Enso. Tests results regarding print quality, runnability, sensory properties and migration were analysed. The packaging inks with the finest performance in the tests were ultra violet curing printing ink and varnish. The results showed that ultra violet curing printing technology in food contact applications is an important research area, with further research possibly being able to redeem the UV technologies' bad reputation within the packaging supply chain.

Optimization as a method of search engine marketing

This study is dedicated to search engine marketing (SEM). It aims for developing a business model of SEM firms and to provide explicit research of trustworthy practices of virtual marketing companies. Optimization is a general term that represents a variety of techniques and methods of the web pages promotion. The research addresses optimization as a business activity, and it explains its role for the online marketing. Additionally, it highlights issues of unethical techniques utilization by marketers which created relatively negative attitude to them on the Internet environment. Literature insight combines in the one place both technical and economical scientific findings in order to highlight technological and business attributes incorporated in SEM activities. Empirical data regarding search marketers was collected via e-mail questionnaires. 4 representatives of SEM companies were engaged in this study to accomplish the business model design. Additionally, the fifth respondent was a representative of the search engine portal, who provided insight on relations between search engines and marketers. Obtained information of the respondents was processed qualitatively. Movement of commercial organizations to the online market increases demand on promotional programs. SEM is the largest part of online marketing, and it is a prerogative of search engines portals. However, skilled users, or marketers, are able to implement long-term marketing programs by utilizing web page optimization techniques, key word consultancy or content optimization to increase web site visibility to search engines and, therefore, user’s attention to the customer pages. SEM firms are related to small knowledge-intensive businesses. On the basis of data analysis the business model was constructed. The SEM model includes generalized constructs, although they represent a wider amount of operational aspects. Constructing blocks of the model includes fundamental parts of SEM commercial activity: value creation, customer, infrastructure and financial segments. Also, approaches were provided on company’s differentiation and competitive advantages evaluation. It is assumed that search marketers should apply further attempts to differentiate own business out of the large number of similar service providing companies. Findings indicate that SEM companies are interested in the increasing their trustworthiness and the reputation building. Future of the search marketing is directly depending on search engines development.

The Finnish Paper Workers' Union at a crossroads: Labor union representativeness in a changing environment, 1980-2008

This thesis consists of four articles and an introductory section. The main research questions in all the articles refer to the changes in the representativeness of the Finnish Paper Workers' Union. Representativeness stands for the entire entity of external, internal, legal and reputational factors that enable the labor union to represent its members and achieve its goals. This concept is based on an extensive reading of quantitative and qualitative industrial relations literature, which includes works based on Marxist labor-capital relations (such as Hyman's industrial relations studies), and more recent union density studies as well as gender- and ethnic diversity-based 'union revitalization' studies. Müller-Jentsch's German studies of industrial relations have been of particular importance as well as Streeck's industrial unionism and technology studies. The concept of representativeness is an attempt to combine the insights of these diverse strands of literature and bring the scientific discussion of labor unions back to the core of a union's function: representing its members. As such, it can be seen as a theoretical innovation. The concept helps to acknowledge both the heterogeneity of the membership and the totality of a labor union organization. The concept of representativeness aims to move beyond notions of 'power'. External representativeness can be expressed through the position of the labor union in the industrial relations system and the economy. Internal representativeness focuses on the aspects of labor unions that relate to the function of the union as an association with members, such as internal democracy. Legal representativeness lies in the formal legal position of the union – its rights and instruments. This includes collective bargaining legislation, co-decision rules and industrial conflict legislation. Reputational representativeness is related to how the union is seen by other actors and the general public, and can be approximated using data on strike activity. All these aspects of representativeness are path-dependent, and show the results of previous struggles over issues. The concept of representativeness goes beyond notions of labor union power and symbolizes an attempt to bring back the focus of industrial relations studies to the union's basic function of representing its members. The first article shows in detail the industrial conflict of the Finnish paper industry in 2005. The intended focus was the issue of gender in the negotiations over a new collective agreement, but the focal point of the industrial conflict was the issue of outsourcing and how this should be organized. Also, the issue of continuous shifts as an issue of working time was very important. The drawn-out conflict can be seen as a struggle over principles, and under pressure the labor union had to concede ground on the aforementioned issues. The article concludes that in this specific conflict, the union represented its' female members to a lesser extent, because the other issues took such priority. Furthermore, because of the substantive concessions. the union lost some of its internal representativeness, and the stubbornness of the union may have even harmed the reputation of the union. This article also includes an early version of the representativeness framework, through which this conflict is analyzed. The second article discusses wage developments, union density and collective bargaining within the context of representativeness. It is shown that the union has been able to secure substantial benefits for its members, regardless of declining employment. Collective agreements have often been based on centralized incomes policies, but the paper sector has not always joined these. Attention is furthermore paid to the changing competition of the General Assembly, with a surprisingly strong position of the Left Alliance still. In an attempt to replicate analysis of union density measures, an analysis of sectoral union density shows that similar factors as in aggregate data influence this measure, though – due to methodological issues – the results may not be robust. On this issue, it can be said that the method of analysis for aggregate union density is not suitable for sectoral union density analysis. The increasingly conflict-ridden industrial relations predicted have not actually materialized. The article concludes by asking whether the aim of ever-increasing wages is a sustainable one in the light of the pressures of globalization, though wage costs are a relatively small part of total costs. The third article discusses the history and use of outsourcing in the Finnish paper industry. It is shown using Hyman's framework of constituencies that over time, the perspective of the union changed from 'members of the Paper Workers' Union' to a more specific view of who is a core member of the union. Within the context of the industrial unionism that the union claims to practice, this is an important change. The article shows that the union more and more caters for a core group, while auxiliary personnel is less important to the union's identity and constituencies, which means that the union's internal representativeness has decreased. Maintenance workers are an exception; the union and employers have developed a rotating system that increases the efficient allocation of these employees. The core reason of the exceptional status of maintenance personnel is their high level of non-transferable skills. In the end it is debatable whether the compromise on outsourcing solves the challenges facing the industry. The fourth article shows diverging discourses within the union with regard to union-employer partnership for competitiveness improvements and instruments of local union representatives. In the collective agreement of 2008, the provision regulating wage effects of significant changes in the organization or content of work was thoroughly changed, though this mainly reflected decisions by the Labor Court on the pre-2008 version of the provision. This change laid bare the deep rift between the Social Democratic and Left Alliance (ex-Communist) factions of the union. The article argues that through the changed legal meaning of the provision, the union was able to transform concession bargaining into a basis for partnership. The internal discontent about this issue is nonetheless substantial and a threat to the unity of the union, both locally and at the union level. On the basis of the results of the articles, other factors influencing representativeness, such as technology and EU law and an overview of the main changes in the Finnish paper industry, it is concluded that, especially in recent years, the Finnish Paper Workers' Union has lost some of its representativeness. In particular, the loss of the efficiency of strikes is noted, the compromise on outsourcing which may have alienated a substantial part of the union's membership, and the change in the collective agreement of 2008 have caused this decline. In the latter case, the internal disunion on that issue shows the constraints of the union's internal democracy. Furthermore, the failure of the union to join the TEAM industrial union (by democratic means), the internal conflicts and a narrow focus on its own sector may also hurt the union in the future, as the paper industry in Finland is going through a structural change. None of these changes in representativeness would have been so drastic without the considerable pressure of globalization - in particular changing markets, changing technology and a loss of domestic investments to foreign investments, which in the end have benefited the corporations more than the Finnish employees of these corporations. Taken together, the union risks becoming socially irrelevant in time, though it will remain formally very strong on the basis of its institutional setting and financial situation.

Trustworthy context dependency in ubiquitous systems

The modern society is getting increasingly dependent on software applications. These run on processors, use memory and account for controlling functionalities that are often taken for granted. Typically, applications adjust the functionality in response to a certain context that is provided or derived from the informal environment with various qualities. To rigorously model the dependence of an application on a context, the details of the context are abstracted and the environment is assumed stable and fixed. However, in a context-aware ubiquitous computing environment populated by autonomous agents, a context and its quality parameters may change at any time. This raises the need to derive the current context and its qualities at runtime. It also implies that a context is never certain and may be subjective, issues captured by the context’s quality parameter of experience-based trustworthiness. Given this, the research question of this thesis is: In what logical topology and by what means may context provided by autonomous agents be derived and formally modelled to serve the context-awareness requirements of an application? This research question also stipulates that the context derivation needs to incorporate the quality of the context. In this thesis, we focus on the quality of context parameter of trustworthiness based on experiences having a level of certainty and referral experiences, thus making trustworthiness reputation based. Hence, in this thesis we seek a basis on which to reason and analyse the inherently inaccurate context derived by autonomous agents populating a ubiquitous computing environment in order to formally model context-awareness. More specifically, the contribution of this thesis is threefold: (i) we propose a logical topology of context derivation and a method of calculating its trustworthiness, (ii) we provide a general model for storing experiences and (iii) we formalise the dependence between the logical topology of context derivation and its experience-based trustworthiness. These contributions enable abstraction of a context and its quality parameters to a Boolean decision at runtime that may be formally reasoned with. We employ the Action Systems framework for modelling this. The thesis is a compendium of the author’s scientific papers, which are republished in Part II. Part I introduces the field of research by providing the mending elements for the thesis to be a coherent introduction for addressing the research question. In Part I we also review a significant body of related literature in order to better illustrate our contributions to the research field.

Marketers’ perception of the implementation of social media marketing: Evidence from large Finnish companies’ marketing campaigns

Social media is a multidimensional marketing and communications channel which can support and enhance a business’ reputation, sales and even longevity. Social media as a business tool encourages an interaction between customers and companies which gives opportunities for a company to better understand their customers, to target them more effectively and to collaborate and create dialogues with them which is not possible through traditional media channels. The aim of a social media strategy is to increase brand awareness, image, loyalty and recognition. The peer networks that social media creates allows a company to disseminate information through loyal customers to new and prospective customers to ultimately increase reach. The purpose of the study is to understand the marketer’s perspective of social media marketing use and how it is currently utilized in marketing and communications activities in Finland. Three companies were interviewed covering fourteen different implementations of social media marketing campaigns. These were then analysed to ascertain the utilization methods and experience gained on recent campaigns in the Finnish market The utilization of social media marketing was analysed using the methods of thematic analysis and inductive and abductive reasoning. Elements and themes were drawn out of the separate interviews to create a framework with which to explore, evaluate and match theories that define social media usage by companies. It became clear from all of the interviews that social media as a tool is most effective when it captures the viewer’s interest through rich and entertaining content. This directed the theoretical research towards Engagement Theory and Content Marketing which look to emphasize the importance of communities, collaboration, interaction, and peer-sharing as the key drivers of a social media marketing campaign.

Value co-creation through virtual community participation

Consumers create a great deal of content in the Internet. As they do not get a monetary compensation for doing so, it seems apparent that other types of reward are derived from giving up one's time and other resources. The purpose of this study is to describe value creation and user participation in a virtual community. It can be broken down into three research questions. 1. What is the value creation logic of a virtual community? 2. What value is perceived by virtual community users? 3. What is the association between value perceived by virtual community users and their participation in a community? The study employs the discussion on value co-creation as well as perspectives on the notion of value for consumers to create a theoretical framework for value creation. To understand value creation in the context of virtual communities and to create a theoretical framework for user participation, existing literature and research on virtual communities is discussed. The empirical part of the study employs quantitative methodology to analyze data collected by sending a survey questionnaire to the users of a Finnish wellbeing-based virtual community. The results indicate that virtual community users perceive self-development, enjoyment, reputation-building and community commitment value when using the service and that value perceptions are associated with community participation. Moreover, it was found that different types of value are associated with different forms of participation. Based on the findings, it is suggested that the four types of value make up a considerable share of value for virtual community users. Moreover, as the results indicate that different value types are associated with different forms of participation, it suggested that virtual community organizers consider what forms of participation they want to promote and design their virtual communities to support creation of the different types of value accordingly.