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As Chaves da Gaiola
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ISBN10: 6209168191
ISBN13: 9786209168192
Publisher: Edicoes Nosso Conhecimento
Published: Nov 11 2025
Pages: 80
Weight: 0.26
Height: 0.19 Width: 6.00 Depth: 9.00
Language: Portuguese
ISBN13: 9786209168192
Publisher: Edicoes Nosso Conhecimento
Published: Nov 11 2025
Pages: 80
Weight: 0.26
Height: 0.19 Width: 6.00 Depth: 9.00
Language: Portuguese
Este livro tem como objetivo medir a influência estrutural (Influence) de certos utilizadores-chave (Key Influencers) da rede social Twitter na difusão de publicações. Para determinar o fator Influence, foi realizada uma análise fatorial exploratória. Esta revelou quais caracterÃsticas da amostra recolhida se correlacionam com a Influence e, consequentemente, com a difusão de um tema. A partir dessa investigação, surgiu um método de medição que mede a influência dos utilizadores e identifica as figuras-chave centrais em vários temas, incluindo meios de comunicação clássicos e a Internet. O fator influência (como esperado) correlacionou-se profundamente com o alcance e as respostas. Para a identificação dos influenciadores-chave, o seu estatuto como especialistas no tema em questão foi uma caracterÃstica de identificação central. O interesse nesta investigação reside, para a ciência, na verificação empÃrica de teorias mais antigas quanto à sua aplicabilidade na Web 2.0 e, para a economia, na medição e identificação de figuras-chave influentes, o que constitui um importante instrumento de marketing.
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