SOCIAL MEDIA IN INTERNATIONAL BRAND COMMUNICATION OF SMES - A multiple case study of small Finnish design-intensive companies

Social media is a rather new phenomenon which has revolutionised the world of online communication. However, academic research on how companies can benefit from social media is lacking. The research objective of this thesis was to examine the use of social media in international brand communication of small Finnish design-intensive companies. Therefore, this research contributes also to the research gap in SME branding. The focus was on communication targeted at consumers. The research was carried out as a mixed methods research employing the questionnaire and multiple case study methods. The questionnaire was used to gather preliminary information on Finnish design-intensive companies and to provide an eligible list of companies for deeper examination. Then, four case companies were studied in more depth. The empirical evidence of the case companies was mainly gathered through theme interviews. The results of the questionnaire shed light on the internationalisation of small Finnish designintensive companies. On average, the companies had internationalised rather quickly after they had been founded. However, the share of exports was rather low in most of the companies. The results revealed also that social media was already used widely in the exporting companies and the use can be expected to grow in future. The findings of the multiple case study suggest that branding activities in small Finnish designintensive companies are constrained by limited resources and skills. In addition, the branding activities are strongly guided by the vision and values of the entrepreneur(s) rather than extensive marketing research. The brand structure was simple in all case companies and they aimed at having a standardised brand image across markets. However, all case companies had faced a need for some adaptation of their international brand communication. Internationally important brand communication channels were international fairs, the internet, word-of-mouth and social media. Social media offered a cost-effective brand communication channel for the case companies. It was used for various purposes, such as creating brand awareness and affecting how the brand is perceived. The entrepreneurs found the use of social media to be rather easy and the case companies had not faced any major challenges. However, the companies had recognised that communication in social media requires consistency and planning. The planning was rather informal and stayed on a general level. Overall, the utilisation of social media in the case companies was limited by a lack of resources. It seemed to affect especially the follow-up of brand communication in social media which stayed rather superficial.

Measuring effects of strategic utilization of social media in business-to-business marketing: Case Greenlux Finland Oy

Utilization of social media is increasingly common in B2B marketing. Social media is an efficient and cheap marketing and communication channel available for everyone, and thus extremely attractive marketing medium. The more companies get involved in social media the more failures are reported. It is not enough for a company to just be present in social media. Succeeding on it requires hard work, investing time and money, and ability to measure and to monitor performance. With an increasing number of companies failing in utilizing social media, together with lack of research on strategic utilization of social media focusing on B2B marketing, measuring, and monitoring create a purpose for this research. The aim of this research is to discover methods for measuring and monitoring effects of strategic utilization of social media in B2B marketing. Most relevant financial and non-financial indicators are discussed, and the methods by which these can be monitored and measured. In addition, effects of strategic utilization of social media on the case company are measured and analyzed. The research methodology used in this research is a participatory action research, which includes elements of both qualitative and quantitative research methods. The case company examined in the research provides a unique opportunity to follow through all phases of strategic utilization of social media for B2B marketing purposes concluding real effects of social media to the case company, and thus gain a deep understanding about this new marketing medium in the perspective of B2B marketing. Duration of the research period is seven months. During this time, information is collected, measured, and analyzed. Case company does not have any other marketing activities simultaneously which makes it possible to examine social media apart from effects of other visible marketing activities. Effects of strategic utilization of social media can be monitored and measured in many ways. Methods that should be used depend on goals set for social media. Fundamental nature of social media requires multidimensional assessment, and thus effects should be measured, and monitored considering both financial and non-financial indicators. The results implicates that effects of strategic utilization of social media are relatively wide ranged. According to the findings, social media affects positively on brand, number of web page visitors, visitor behavior, and on distribution of awareness. According to investment calculations social media is a legitimate investment for case company. Results also implicate that by using social media case company gains conversation, arouses interest, gets attention, and creates interactivity. In addition and as a side note, winter holiday season appears to have a great effect on social media activity of B2B companies’ representatives.

The Utilization of Chinese Social Media in Internationalization into China: Perspective of a Western Company

The purpose of this qualitative research is to analyze western-based companies’ social media usage in internationalization into China and to identify social media presence’ impact on the internationalization process. Additionally, the benefits and challenges a western company may face while using social media in China will be illustrated. Competitive advantages, knowledge, networks and relations, and costs and risks could be identified as the key antecedents for successful internationalization. A great social media presence could create a competitive advantage for a western company while competitive advantages may be communicated in social media marketing, knowledge and networks can be enhanced and utilized in internationalization via social media two-way communication. The biggest benefit for internationalization resulted from decreased marketing costs due to cost-effectiveness of social media. The results revealed that cost effective brand awareness was the main benefit from the social media usage in internationalization into China. However, companies struggled with the limited resources and despite of understanding the importance of Chinese social media, lacked sufficient resources for the social media operations. Companies should determine clear strategy and goals that they are willing to achieve via social media in internationalization process, and allocate required resources according to the social media strategy. Localization of the social media operations is important in China, and business-to-consumer companies tend to benefit more from the social media presence. Business-to-business companies may increase the brand’s credibility by successful Chinese social media operations.

Teaching media literacy skills about commercials: a comparative analysis of media literacy instruction /

In this study, methods of media literacy instruction including analytic activities, production activities, and a combination of analytic and production activities were compared to determine their influence on grade 8 students' knowledge, attitudes, and behaviours towards commercials. The findings showed that media literacy instruction does improve media literacy skills. Specifically, activities that included an analytic component or an analytic and production component were significantly better than activities that included a production component. Participants that completed analytic or analytic and production activities were able to discern media-related terms, target audience, selling techniques, social values, and stereotypes in commercials better than participants that completed only production activities. The research findings also showed obstacles when teaching media literacy. When engaged in analytic activities, the difficulties included locating suitable resources, addressing the competition from commercials, encouraging written reflection, recognizing social values, and discussing racial stereotypes. When engaged in production activities, the difficulties were positioning recording stations, managing group work, organizing ideas, filming the footage, computer issues, and scheduling time. Strategies to overcome these obstacles are described.

"Canada's toughest neighbourhood" : surveillance, myth and orientalism in Jane-Finch

This study examines coverage of lane-Finch in popular Canadian newspapers in 2007. It explores the often-negative representations of the community through conceptual frameworks based on the work of Michel Foucault, Roland Barthes and Edward Said. The question it attempts to answer is: What knowledge and power relationships are embedded within depictions of lane-Finch in popular Canadian newspapers in 2007? The methodology is a version of critical discourse analysis based on Foucault's The Archaeology of Knowledge. It finds that predominantly-negative connotations of the neighbourhood are reinforced through the perpetuation of dominant discourses, the use of "expert" knowledge sources, and the discounting of subjugated knowledges or livedexperiences of residents. The study concludes by suggesting where further research within the realm of popular culture and community identity can be directed.

Social comparison and body image in non or infrequent exercisers and exercisers

Body image refers to an individual's internal representation ofhis/her outer self (Cash, 1994; Thompson, Heinberg, Altabe, & Tantleff-Dunn, 1999). It is a multidimensional construct which includes an individual's attitudes towards hislher own physical characteristics (Bane & McAuley, 1998; Cash, 1994; Cash, 2004; Davison & McCabe, 2005; Muth & Cash, 1997; Sabiston, Crocker, & Munroe-Chandler, 2005). Social comparison is the process of thinking about the self in relation to others in order to determine if one's opinions and abilities are adequate and to assess one's social status (Festinger, 1954; Wood, 1996). Research investigating the role of social comparisons on body image has provided some information on the types and nature of the comparisons that are made. The act of making social comparisons may have a negative impact on body image (van den Berg et ai., 2007). Although exercise may improve body image, the impact of social comparisons in exercise settings may be less positive, and there may be differences in the social comparison tendencies between non or infrequent exercisers and exercisers. The present study examined the nature of social comparisons that female collegeaged non or infrequent exercisers and exercisers made with respect to their bodies, and the relationship of these social comparisons to body image attitudes. Specifically, the frequency and direction of comparisons on specific tal-gets and body dimensions were examined in both non or infrequent exercisers and exercisers. Finally, the relationship between body-image attitudes and the frequency and direction with which body-related social comparisons were made for non or infrequent exercisers and exercisers were examined. One hundred and fifty-two participants completed the study (n = 70 non or ill infrequent exercisers; n = 82 exercisers). Participants completed measures of social physique anxiety (SPA), body dissatisfaction, body esteem, body image cognitions, leisure time physical activity, and social comparisons. Results suggested that both groups (non or infrequent exercisers and exercisers) generally made social comparisons and most frequently made comparisons with same-sex friends, and least frequently with same-sex parents. Also, both groups made more appearance-related comparisons than non-appearance-related comparisons. Further, both groups made more negative comparisons with almost all targets. However, non or infrequent exercisers generally made more negative comparisons on all body dimensions, while exercisers made negative comparisons only on weight and body shape dimensions. MANOV As were conducted to examine if any differences on social comparisons between the two groups existed. Results of the MANOVAs indicated that frequency of comparisons with targets, the frequency of comparisons on body dimensions, and direction of comparisons with targets did not differ based on exercise status. However, the direction of comparison of specific body dimensions revealed a significant (F (7, 144) = 3.26,p < .05; 1]2 = .132) difference based on exercise status. Follow-up ANOVAs showed significant differences on five variables: physical attractiveness (F (1, 150) = 6.33,p < .05; 1]2 = .041); fitness (F(l, 150) = 11.89,p < .05; 1]2 = .073); co-ordination (F(I, 150) = 5.61,p < .05; 1]2 = .036); strength (F(I, dO) = 12.83,p < .05; 1]2 = .079); muscle mass or tone (F(l, 150) = 17.34,p < .05; 1]2 = 1.04), with exercisers making more positive comparisons than non or infrequent exercisers. The results from the regression analyses for non or infrequent exercisers showed appearance orientation was a significant predictor of the frequency of social comparisons N (B = .429, SEB = .154, /3 = .312,p < .01). Also, trait body image measures accounted for significant variance in the direction of social comparisons (F(9, 57) = 13.43,p < .001, R2adj = .68). Specifically, SPA (B = -.583, SEB = .186, /3 = -.446,p < .01) and body esteem-weight concerns (B = .522, SEB = .207, /3 = .432,p < .01) were significant predictors of the direction of comparisons. For exercisers, regressions revealed that specific trait measures of body image significantly predicted the frequency of comparisons (F(9, 71) = 8.67,p < .001, R2adj = .463). Specifically, SPA (B = .508, SEB = .147, /3 = .497,p < .01) and appearance orientation (B = .457, SEB = .134, /3 = .335,p < .01) were significant predictors of the frequency of social comparisons. Lastly, for exercisers, the results for the regression of body image measures on the direction of social comparisons were also significant (F(9, 70) = 14.65,p < .001, R2adj = .609) with body dissatisfaction (B = .368, SEB = .143, /3 = .362,p < .05), appearan.ce orientation (B = .256, SEB = .123, /3 = .175,p < .05), and fitness orientation (B = .423, SEB = .194, /3 = .266,p < .05) significant predictors of the direction of social comparison. The results indicated that young women made frequent social comparisons regardless of exercise status. However, exercisers m,a de more positive comparisons on all the body dimensions than non or infrequent exercisers. Also, certain trait body image measures may be good predictors of one's body comp~son tendencies. However, the measures which predict comparison tendencies may be different for non or infrequent exercisers and exercisers. Future research should examine the effects of social comparisons in different populations (i.e., males, the obese, older adults, etc.). Implications for practice and research were discussed.

Noam Chomsky, un représentant de la tradition humaniste et critique en éducation

Noam Chomsky, figure notoire du cognitivisme innéiste en psycholinguistique, est aussi un important penseur américain et activiste politique ayant écrit sur une multitude de sujets, issus de domaines variés : politique interne et étrangère des États-Unis, critique des médias de masse et enjeux sociaux liés aux droits de l’Homme, pour ne nommer que ceux-ci. Par contre, et malgré l’abondance de ses écrits à ce propos, Chomsky est, à ce jour, très peu étudié en philosophie de l’éducation : ce mémoire de maîtrise s’inscrit ainsi dans une perspective d’exploration, de définition et d’analyse de la pensée éducative chomskyenne, dans le but de présenter et réfléchir la portée possible d’une telle pensée dans l’axe philosophique des recherches en éducation. Devant la rareté, voire l’absence de recherches francophones et anglophones concernant notre objet d’étude, plus d’une centaine de livres, articles, entrevues et vidéos portant sur la philosophie chomskyenne et celle de grands penseurs humanistes, critiques ou opposés aux postulats chomskyens ont été retenus, lus et analysés dans le cadre de ce projet. Deux objectifs précis ont guidé ce mémoire : d’abord, présenter et analyser la pensée éducative chomskyenne en regard de ses fondements philosophiques et de ses ancrages intellectuels dans les traditions humaniste et critique en philosophie éducative, puis mettre en lumière l’unicité de cette pensée par rapport à ces traditions et à quelques courants opposés en éducation. Au terme de ce mémoire, nous espérons ainsi répondre aux questions suivantes : dans quelle mesure Chomsky s’inscrit-il dans les traditions humaniste et critique en éducation? Peut-il être considéré comme un héritier de la pensée de certains philosophes particuliers? En quoi sa pensée, relative à la philosophie de l’éducation, est-elle pertinente et innovante pour ce domaine fondamental? Et, finalement, quelles critiques pouvons-nous lui adresser?

Social Media- A relevant tool for tourism and hospitality marketing

Tourism is an industry which is heavily dependent on marketing. Mouth to mouth communication has played a major role in shaping a number of destinations.This is particularly true in modern parlance.This is social networking phenomenon which is fast spreading over the internet .Many sites provide visitors a lot of freedom to express their views.Promotion of a destination depends lot on conversation and exchange of information over these social networks.This paper analyses the social networking sites their contribution to marketing tourism and hoapitality .The negetive impacts phenomena are also discussed

Los medios de comunicación (Cambio y Semana) como mecanismo de accountability social. Un análisis del escándalo de Agro Ingreso Seguro. Período 2009 - 2011.

Dentro del marco de la Rendición de Cuentas, los medios de comunicación han logrado convertirse en destacados mecanismos de accountability social, puesto que para ello se requiera visibilidad y los medios son la herramienta más útil para lograr este objetivo. Un ejemplo de estos procesos de visibilidad y accountability es el escándalo generado alrededor del programa gubernamental Agro Ingreso Seguro, principal tema de análisis de la presente monografía.

Los medios de comunicación social como agentes de educación social.

Monográfico con el título: Medios de comunicación y educación social

La escolarizaci??n de ni??as y ni??os inmigrantes en el sistema educativo espa??ol : estudio comparado entre diferentes provincias espa??olas de la situaci??n en las escuelas de los hijos de inmigrantes extranjeros desde la perspectiva de la antropolog??a social : memoria de investigaci??n

Identificar la realidad multicultural en las escuelas de tres provincias espa??olas y la incidencia de tal realidad en el medio educativo y social. Caracterizar las estrategias que los hijos de trabajadores inmigrantes desarrollan para incorporarse a las escuelas, en funci??n de los niveles de escolarizaci??n de sus paises de origen, del nivel de conexi??n con la lengua oficial de la sociedad receptora y de las expectativas que las familias tienen del papel de la instituci??n escolar como instrumento de integraci??n a la sociedad receptora.. Hijos e hijas de padres de origen extranjero en edad escolar de centros p??blicos, concertados o privados de Granada, Girona y Murcia.. La investigaci??n tiene 3 fases perfectamente definidas. La primera consiste en la elaboraci??n del mapa escolar sobre inmigrantes que pretende realizar un diagn??stico de la escolarizaci??n de ??stos en el sistema educativo espa??ol, desde un punto de vista cuantitativo. La segunda consiste en la realizaci??n de estudios cualitativos sobre el proceso de escolarizaci??n, integraci??n o asimilaci??n cultural, cuyo objetivo es etnografiar el proceso de construcci??n de representaciones socialmente compartidas, asi como las operaciones mentales tales como la interpretaci??n y la argumentaci??n, la producci??n de inferencias y el aprendizaje. La tercera parte se centra en la intervenci??n educativa. El estudio se apoya en los pilares de la investigaci??n etnogr??fica. Cuantifican la situaci??n escolar en lo referente a la poblaci??n inmigrante, localizando escuelas en las que se presente tal situaci??n. Practican la observaci??n en aulas. Observan los patios o lugares de recreo de los alumnos, a los profesores y a otro personal del centro escolar. Entrevistan a administradores, gestores, profesionales y a los propios usuarios del sistema educativo.. Entrevistas semiestructuradas.. Tablas, porcentajes.. 1. El dise??o del mapa escolar de los ni??os, hijos de inmigrantes extranjeros escolarizados en las provincias de Granada, Murcia y Girona, ha permitido identificar, situar y evaluar cuantitativamente a un colectivo que hasta este momento no hab??a sido objeto de particular atenci??n. Los datos relativos a su n??mero, sexo, edad, origen y nacionalidad de los padres, hermanos, a??o de llegada a Espa??a, fecha y curso de ingreso en las escuelas, curso en el que se encuentran, competencias ling????sticas, etc., desbrozan el camino para un enfoque m??s cualitativo en el que se analice el papel que desempe??a la socializaci??n escolar en el proceso de asentamiento familiar, en la cultura de origen y en la de acogida, as?? como en la formaci??n de su identidad. 2. Respecto al discurso de la administraci??n educativa -en el caso estudiado de Catalu??a- han llegado a las siguientes conclusiones: la administraci??n catalana ha elaborado un discurso coherente y lleno de matices, de gran potencialidad te??rica y pr??ctica. Se trata de un discurso estrictamente pedag??gico que pretende ser expresamente ajeno a condicionamientos socio-pol??ticos. En los directores de centros escolares, por otro lado, han identificado una orientaci??n asimilacionista y la preocupaci??n por facilitar el aprendizaje del catal??n para la integraci??n en el aula, sin cambios en la programaci??n que impliquen a la organizaci??n de la escuela. 3. En relaci??n al trabajo etnogr??fico, los resultados m??s significativos se resumen as??: en la vida cotidiana del aula observan claras situaciones de rechazo aunque no son problem??ticas seg??n los profesores y las profesoras, que desde los primeros momentos hablan de 'total integraci??n' y reconocen el claro inter??s que las familias extranjeras tienen por la buena marcha de sus hijos e hijas. Los extranjeros son ignorados por la mayor??a en el aula. Al analizar el discurso de los ni??os 'nativos' espa??oles sobre el 'otro', ven que los mass media son el principal canal para la transmisi??n de los prejuicios ??tnicos e identifican contradicciones sobre generalizaciones sin base, asociaciones realizadas a partir de inferencias basadas en estereotipos, categorizaciones sociales distorsionadas que dan forma, en definitiva, a un discurso basado en el prejuicio..

El Consum de mitjans de comunicació i el consum cultural dels joves a Catalunya: una aproximació social

L’estudi analitza alguns aspectes clau per entendre les diferències entre els joves i adults pel que fa al consum de mitjans de comunicació i als consums culturals a Catalunya. Aquest tipus d’estudi s’emmarca habitualment en els estudis de mercat, i són motivats principalment per la pròpia indústria de la comunicació i la cultura, que veu en els joves un gran públic objectiu i el públic que mostra les noves tendències del mercat. Aquest estudi es basa precisament en les dades del Baròmetre de la Comunicació i la Cultura, que és un gran estudi de mercat, però busca una interpretació més social de les dades per analitzar alguns aspectes que han estat d’interès social els darrers anys. Entre aquests temes, l’estudi mostra que el centre del problema no és si els joves ja no llegeixen, si els consums culturals dels joves són baixos en general, o si entre els joves ja no es consumeix cultura i comunicació en català. El veritable problema és que darrera aquests tòpics i aquests estereotips, s’amaga una realitat més crua. I és que ja entrats en el segle XXI i després de 30 anys de democràcia, encara es mantenen fortes diferències d’accés a la cultura i a la comunicació per motius de gènere, nivell d’estudis i classe social. I l’exclusió cultural és una crua forma d’exclusió social

Justiça e comunicação social : entre a tensão e a tentação recíprocas; do conflito à harmonização

Os meios de comunicação social encontram-se indelevelmente ligados ao combate pela liberdade e pluralismo que caracteriza os regimes democráticos, nos quais assumem o imprescindível papel de veiculador de informação e de formador da opinião pública, para que esta possa, de um modo consciente e esclarecido, cumprir o seu desígnio de "árbitro no domínio do político", como prescreve a democracia participativa.

The sociology of childhood as scientific communication - Observations from a social systems perspective

This article begins by identifying a close relationship between the image of children generated by several sociologists working within the new sociology of childhood perspective and the claims and ambitions of the proponents of children's autonomy rights. The image of the child as a competent, self-controlled human agent are then subjected to observation from the perspective of Niklas Luhmann's social systems theory. The new sociology of childhood's constructivist approach is compared and contrasted with Niklas Luhmann's theory of 'operational constructivism'. The article applies tenets of Luhmann's theory, to the emergence of the new childhood sociologist's image of the child as a competent, self-controlled social agent, to the epistemological status of this image and, in particular, to claims that it derives from scientific endeavour. The article proceeds to identify two theoretical developments within sociology - sociology of identity and social agency - which have brought about fundamental changes in what may be considered 'sociological' and so 'scientific' and paved the way for sociological communications about what children,really are'. In conclusion, it argues that the merging of sociology with polemics, ideology, opinion and personal beliefs and, at the level of social systems, between science and politics represents in Luhmann's terms 'dedifferentiation'- a tendency he claims may have serious adverse consequences for modern society. This warning is applied to the scientific status of sociology - its claim to be able to produce 'facts' for society, upon which social systems, such as politics and law, may rely. Like the mass media, sociology may now be capable of producing only information, and not facts, about children.