Brand image co-creation and individual identity extension in online environments: a Facebook investigation

In this thesis I investigate the extent to which companies can build a more communal environment out of their fan pages while also evaluating the corresponding brand value that may come from having such a communal environment. My research is comprised in three articles: in the first article, I describe how the brand image is created or augmented in the fan page environment, therefore providing demonstrable evidence of value creation. In the second article, I describe how individuals use fan page semiotic elements to communicate their identities. Finally, in the third article, I describe the possible communal characteristics of a fan page and the conditions that enable it to evolve to the virtual brand community concept. As a result, I will contribute to the marketing literature on the use of Facebook for communicating brand identity, on the co-creation of the brand image in social media context, and on the conceptual definition of fan pages as a communal environment.

Os efeitos das reclamações online na lealdade dos consumidores: um estudo experimental

In an environment of constant change, technological developments, market competition and more informed consumers, the search for a lasting relationship through the conquest of loyalty has become the objective of companies. However, several authors suggest that this loyalty can be affected by negative comments available on the internet. Therefore, this dissertation has as objective to examine if the complaints are available on the internet impact the loyalty to a brand of mobile phone. The research used as the basis the Expanded NCSB model suggest by Johnson et al. (2001), studying five prominent drives of loyalty: image/brand reputation, affective commitment, calculative commitment, perceived value and trust, beyond the satisfaction construct as moderator variable. The research method adopted was the experimental design which included 285 undergraduate students, with the trial which included 285 undergraduate students, with the field study of the mobile industry, specifically, the brands of cell phones. The research approach was quantitative and methods were descriptive statistics, factor analysis, cluster analysis, linear regression and non-parametric test of Wilcoxon for data analysis. Of the 16 hypothesis stemmed from the research model proposed, 12 were confirmed. The results showed that the complaint available on the internet, here represented by the available on the site Reclame Aqui, may impact consumer perceptions about brand loyalty, as well as its antecedents, being that these complaints can affect all the consumers, regardless of historical satisfaction with the brand. It also noted the positive relationship between the independent variables trust, image/brand reputation, perceived value, affective commitment and calculative commitment and the dependent variable - loyalty, even when considering the data obtained after exposure to the complaint. However, no unanimous conclusion that the relationship between these variables was strongest in the group with satisfactory experience. At the first moment of the research, the trust was the most important variable for the formation of loyalty. However, after exposure to treatment, the image/brand reputation, was more relevant. Contributions of the study, limitations and recommendations for future researches are approached in the present investigation

Sistema Especialista para Supressão Online de Alarmes em Processos Industriais

Operating industrial processes is becoming more complex each day, and one of the factors that contribute to this growth in complexity is the integration of new technologies and smart solutions employed in the industry, such as the decision support systems. In this regard, this dissertation aims to develop a decision support system based on an computational tool called expert system. The main goal is to turn operation more reliable and secure while maximizing the amount of relevant information to each situation by using an expert system based on rules designed for a particular area of expertise. For the modeling of such rules has been proposed a high-level environment, which allows the creation and manipulation of rules in an easier way through visual programming. Despite its wide range of possible applications, this dissertation focuses only in the context of real-time filtering of alarms during the operation, properly validated in a case study based on a real scenario occurred in an industrial plant of an oil and gas refinery

A parentetização: estratégia de construção textual-interativa do chat educacional

Este artigo descreve, sob a Perspectiva Textual-Interativa, tal como definida por Jubran (2006a), a parentetização (JUBRAN, 1996, 2006b) em uma conversação síncrona mediada por computador, voltada para a esfera educacional, escrita em espanhol por participantes brasileiros - o chat educacional. Observamos que a parentetização constitui-se como uma das regularidades dos processos de elaboração textual. Trata-se, portanto, de uma estratégia de construção textual do chat educacional bastante produtiva.

DIFFERENT MEDIA, DIFFERENT TYPES OF COLLECTIVE WORK IN ONLINE CONTINUING TEACHER EDUCATION: WOULD YOU PASS THE PEN, PLEASE?

This paper presents some findings regarding the interaction between different computer interfaces and different types of collective work. We want to claim that design in online learning environments has a paramount role in the type of collaboration that happens among participants. In this paper, we report on data that illustrate how teachers can collaborate online in order to learn how to use geometry software in teaching activities. A virtual environment which allows that construction to be carried out collectively, even if the participants are not sharing a classroom, is the setting for the research presented in this paper.

Tele-education environment and didactic iconography in sexual transmitted diseases

The field of advertising has developed techniques of mass communication and rapid transmission of information. Among these techniques are slogans and iconographies. This work used such tools for educational purposes and was divided into three modules. Module 1 evaluated the use of simplified textual communication (slogans) about the subject Sexually Transmitted Diseases. It was applied to third-year medical students, which had not taken the course on this theme. To evaluate the impact of the textual communication form (slogans), long phrases were elaborated in scientific language containing 15 topics. From these long phrases, compact phrases were developed using techniques of the advertising area for elaboration of slogans. Three forms of didactic material about that theme were developed. The first form consisted of long phrases in descriptive topics, using scientific language. The second was constituted exclusively of compact phrases in the form of slogans, and the third was composed of the combination of the two previous forms. Then, 10 multiple-choice questions were elaborated and applied in two phases. In the first phase, application occurred immediately after the reading of didactic texts; in the second phase, it happened 60 days after the reading. For statistical analysis, Snedcor's F test was used for analysis of variance, at 5% significance level. There was an increase in memorization by students who read the material containing the association between long phrases and slogans, which indicates that the latter, when used as an auxiliary model of learning, can bring significant benefits for education. Module 2 consisted of analyzing the elaboration of educational videos produced in graphic computing (called iconographies) for development of dynamic communication means. The theme Hair Cycle was utilized. Viability of high quantities of information in few minutes of animation could be demonstrated together with the advantage of presenting the process in a dynamic form without wasting scientific details. Module 3 presented the inclusion of slogans in educational videos produced in graphic computing about the Hair Cycle, showing a new tool for rapid and efficient transference of data. Slogans and iconographies, when utilized in educational material, can bring significant benefits for the student's learning.

Jornalismo online: a construção da notícia a partir do twitter no caso da falsa morte de Amin Khader

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

A produção textual escrita de alunos de 8. série do ensino fundamental

Pós-graduação em Educação - IBRC

Atividades investigativas em grupos online: possibilidades para a educação matemática a distância

Pós-graduação em Educação Matemática - IGCE

Saresp e diversidade textual: perspectivas na formação do leitor

Pós-graduação em Educação - FCT

Mediação em fóruns educacionais de curso online de língua estrangeira (espanhol)

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Estratégias de construção textual do chat escrito em espanhol com língua estrangeira

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Base de dados online na disseminação sobre lazer de idosos

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Implementaçãodo gênero abstract: uma proposta de curso online para produção escrita em inglês

Pós-graduação em Educação - FFC

Educação matemática online: a elaboração de projetos de modelagem

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)