A forma??o de capital social atrav?s de redes sociais na internet

• Ano de defesa: 2012
• Autor(a) principal: Amaral, Henrique Gon?alves
• Orientador(a): Testa, Maur?cio Gregianin
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontif?cia Universidade Cat?lica do Rio Grande do Sul
• Programa de Pós-Graduação: Programa de P?s-Gradua??o em Administra??o e Neg?cios
• Departamento: Faculdade de Administra??o, Contabilidade e Economia
• País: BR
• Palavras-chave em Português: ADMINISTRA??O DE EMPRESAS; REDES SOCIAIS; INTERNET; CAPITAL SOCIAL
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.pucrs.br/tede2/handle/tede/5651

The evolution of internet has opened the doors for an adequate place for the creation and quick development of social media. Both in Brazil and all over the world, social networks on the internet have become important tools for communication and for the establishment of social ties. Additionally, another concept which has already been used in off-line social networks, the social capital, which is intended to look for the benefits arising from the use of such networks, has come to the digital world to help measure the advantages obtained by the presence and participation in a social network on the internet. The intense use of digital media by Brazilians, the controversies over whether it is advantageous to allow or not allow employees to use them, the new business opportunities arising from the use of such technologies and the lack of studies on the relationship between social media and the capital have been the motivating reasons for this study. On this line, this investigation is intended to spot the relationship between the intensity of use of social networks and social capital formation. Therefore, an investigative survey has been conducted, replicating and adapting two other American investigations on the topic. So that we could obtain a research instrument in order to appraise the social capital in social networks on the internet, the document was translated, the first draft was designed, face validation was addressed and the final draft of the survey was designed. This instrument was applied in 274 undergraduate students of several different majors at PUCRS. The data were treated and submitted to some statistical methods such as factor analysis, regression analysis, t test and anova. By analyzing the variables of intensity of use and use of social capital with some demographic variables, it was possible to identify some useful trends to map out the intensity and intentions for use of social networks on the internet. We could also note that both the bonding and bridging social capital are influenced by the intensity of use of social media, with a stronger emphasis on the latter; thus we can reckon that the weaker ties that benefit the most from the use of social networks on the internet.