Abstract

This methodology offers an approach to studying the information available within Web 2.0 Media and User-Generated Content (MUGC). The large-scale generation of online information is the result of collective social action based on information: infosociability. Competitive Intelligence (CI) aims to monitor and research a company’s web 2.0 environment for information relevant to its decision-making process. Facing the possibilities and limitations that today’s technology offers for processing the communication of meanings and abstract ideas in text format, a methodology derived from empirical research on web 2.0 is proposed. Monitoring and research are identified as the two key processes that generate insights aimed to facilitate decision-making. The relevance of each stage is illustrated with reference to the diverse methodological challenges encountered while extracting and analyzing large amounts of online information.

Abstract

The communication strategy developed on Twitter by the communication team La Cueva, of the political party Izquierda Unida, during the general elections of 2015 and 2016, achieved notoriety because of the language used and the followers and sympathizer’s participation. This article analyzes the tweets generated by the accounts of the party and the candidate Alberto Garzón during the two electoral campaigns, by combining frequency analysis, as a quantitative technique, and digital ethnography, as a qualitative technique. A confluence of factors, such as the visualization of the candidate’s private life and the admiration professed by the “garzoners” (Garzón’s supporters), both promoted by La Cueva, allows us to consider Alberto Garzón as an example of politician celebrity.

Abstract

The progress of the global agenda for sustainable development, as well as increased concerns over climate change and global resource storage, are in the centre of this century discussions and concerns. Such concerns foster the demand for electric vehicles as these contribute to a more sustainable transportation system by reducing greenhouse gas emissions. The present dissertation aims to study online communities of electric vehicles enthusiasts, understanding their attitudes, behaviours and opinions towards electric vehicles purchase intentions. Hence, netnography is considered the most appropriate qualitative research method to conduct this research. Results demonstrate that electric vehicles purchase intentions are affected by the consumers weighting of drivers, barriers, and mostly, perceived self-image. Further, this research shows that purchase intentions of electric vehicles are highly motivated by social influence. This study contributes to current academic discussion on the influential factors of this technology diffusion, unveiling interesting findings regarding the pre-eminence of perceived self-image and vehicle performance over environmental concerns, on purchase intentions. The desired change of behaviours and attitudes towards a more sustainable lifestyle, should be enticed at a societal level through Social Marketing. Governments should promote a more sustainable behaviour on the transportation paradigm by investing in the development of charging infrastructures and promoting the adoption of electric vehicles through stricter policies and incentives. Conspicuously, companies should leverage on governments actions and policies by advocating the futuristic and innovative technology, enhancing consumers perceived self-image to hasten electric vehicles diffusion O progresso da agenda global para o desenvolvimento sustentável e o armazenamento de recursos globais, estão no centro das discussões e preocupações deste século. Estas preocupações estão a fomentar a procura de veículos elétricos, uma vez que estes favorecem a redução de emissões de gases com efeito estufa e contribuem para um sistema de transporte mais sustentável. A presente dissertação visa, por isso, analisar comunidades online de entusiastas de veículos elétricos e compreender as suas atitudes, comportamentos e opiniões em relação às intenções de compra de veículos elétricos. Deste modo, netnografia é considerado o método de investigação qualitativo mais adequado para esta investigação. Os resultados demonstram que as intenções de compra de veículos elétricos são afetadas pela forma como os consumidores avaliam motivações, barreiras e percecionam autoimagem. Adicionalmente, as intenções de compra são fortemente motivadas pela influência social. Este estudo contribui para a atual discussão académica sobre os fatores influentes na difusão desta tecnologia, revelando a preeminência da perceção da autoimagem e do desempenho dos veículos em detrimento de preocupações ambientais na intenção de compra. A desejada mudança de comportamentos e atitudes para um estilo de vida mais sustentável deve ser fomentada através do Marketing Social. Os governos devem promover um comportamento mais sustentável no sistema de transporte, promovendo a adoção de veículos elétricos e investindo no desenvolvimento de infraestruturas de carregamento. Seguidamente, as empresas devem aproveitar as ações e políticas dos governos, promovendo tecnologia futurista e inovadora, potenciando a autoimagem dos consumidores para acelerar a difusão de veículos elétricos.

Abstract

problem of non-acceptance of new information technologies becomes a predominant obstacle that results in companies’ losses and represents an arena of avid debate for researchers. Hereof this netnographic study explores changes in the individual beliefs that contribute to new information system acceptance such as autopilot in the light of the Technology Acceptance model (TAM). The research takes place within three automobile communities related to Tesla Motors and uses content analysis for its collected data. Based on the findings new influencers on individual beliefs emerge hence the research proposes to incorporate these determinants into the adopted TAM model. This study has theoretical, practical and methodological contributions.