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Aplicação de Social Network Analysis na caracterização de uma Rede para Comunicação de Marketing: o caso do Subreddit r/intel
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.52 MB | Adobe PDF |
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Abstract(s)
O Reddit é uma plataforma onde existe uma coleção de fóruns, designados de subreddits, com diferentes conteúdos e temas, onde os utilizadores partilham notícias, opiniões e outros conteúdos, sendo que também votam e comentam os mesmos. Este estudo cinge-se no subreddit ‘r/intel’, criada para abordar tudo o que seja relacionado à Intel Corporation, um fabricante de componentes de computadores. Como o subreddit em questão tem um forte potencial de fornecer informação relevante sobre os membros como consumidores, a questão de partida é qual o potencial do Reddit como ferramenta de estudo de comunidades? O objetivo será analisar a possibilidade de utilização do Reddit para o estudo de comunidades, tendo como objetivos específicos a caracterização do engagement da comunidade, o estudo do tipo de afiliação entre os membros e a identificação do nível das características estruturais do subreddit. Esta investigação utiliza como ferramentas o UCINET, o Excel e o Wordart para atingir os objetivos estabelecidos. Quanto aos dados recorreu-se ao frontpagemetrics e a um script em Python para ser possível adquirir informação.
Os resultados sugerem que os tipos de interações mais frequentes são assistências e associações, o que significa que os membros procuram este subreddit para discutir e trocar informação com outros membros, ou para pedir ajuda nas suas questões sobre os produtos da Intel. Quanto ao tipo de afiliação entre os membros, concluiu-se que a network deste subreddit apresenta características das webs e das pools, e está centrada em apenas alguns membros, sendo estes os que apresentam maior influência dentro dela. Ao estudar as características estruturais é possível verificar que este subreddits é um dos que tem o maior número de membros, sendo também um dos mais antigos. Esta comunidade aceita qualquer utilizador como membro, mas todas as publicações analisadas estavam relacionadas à marca o que indica que o interesse dos utilizadores que procuram este subreddit encontra-se apenas na Intel. No fim, concluiu-se que os membros procuram interagir com a comunidade para discutir e trocar informações, procurar apoio e colocar questões relacionadas aos produtos da Intel. Quanto ao tipo de afiliação, os membros não se encontram de forma isolada dentro desta comunidade, criando relações entre si sendo que existem membros que têm mais ligações a si comparativamente a outros.
Reddit is a platform where there is a collection of forums, called subreddits, with different content and themes, where users share news, opinions, and other content, and also vote and comment on it. This study focuses on the subreddit 'r/intel', created to address everything related to Intel Corporation, a manufacturer of computer components. As the subreddit in question has a strong potential to provide relevant information about members as consumers, the starting question is what is the potential of Reddit as a tool for studying communities? The aim will be to analyse the possibility of using Reddit for the study of communities, with the specific objectives being to characterize the engagement of the community, to study the type of affiliation among members, and to identify the level of structural characteristics of the subreddit. This research uses as tools UCINET, Excel and Wordart to achieve the established goals. As for the data, frontpagemetrics and a Python script were used to acquire information. The results suggest that the most frequent types of interactions are assistances and associations, which means that members search this subreddit to discuss and exchange information with other members, or to ask for help with their questions about Intel products. As for the type of affiliation between members, it was concluded that the network of this subreddit presents characteristics of webs and pools, and is centred on just a few members, who are the ones with the greatest influence within it. By studying the structural characteristics, it is possible to verify that this subreddit is one of the ones with the largest number of members, being also one of the oldest. This community accepts any user as a member, but all the analysed posts were related to the brand which indicates that the interest of users looking for this subreddit is only in Intel. In the end, it was concluded that members seek to interact with the community to discuss and exchange information, seek support, and ask questions related to Intel products. As for the type of affiliation, the members are not isolated within this community, creating relationships among themselves and there are members who have more connections to you compared to others.
Reddit is a platform where there is a collection of forums, called subreddits, with different content and themes, where users share news, opinions, and other content, and also vote and comment on it. This study focuses on the subreddit 'r/intel', created to address everything related to Intel Corporation, a manufacturer of computer components. As the subreddit in question has a strong potential to provide relevant information about members as consumers, the starting question is what is the potential of Reddit as a tool for studying communities? The aim will be to analyse the possibility of using Reddit for the study of communities, with the specific objectives being to characterize the engagement of the community, to study the type of affiliation among members, and to identify the level of structural characteristics of the subreddit. This research uses as tools UCINET, Excel and Wordart to achieve the established goals. As for the data, frontpagemetrics and a Python script were used to acquire information. The results suggest that the most frequent types of interactions are assistances and associations, which means that members search this subreddit to discuss and exchange information with other members, or to ask for help with their questions about Intel products. As for the type of affiliation between members, it was concluded that the network of this subreddit presents characteristics of webs and pools, and is centred on just a few members, who are the ones with the greatest influence within it. By studying the structural characteristics, it is possible to verify that this subreddit is one of the ones with the largest number of members, being also one of the oldest. This community accepts any user as a member, but all the analysed posts were related to the brand which indicates that the interest of users looking for this subreddit is only in Intel. In the end, it was concluded that members seek to interact with the community to discuss and exchange information, seek support, and ask questions related to Intel products. As for the type of affiliation, the members are not isolated within this community, creating relationships among themselves and there are members who have more connections to you compared to others.
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Keywords
Reddit Subreddit Comunidades virtuais Social media Intel