Dissertations / Theses: 'Digital consumer'

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Casner, Benjamin. "Digital Platforms and Consumer Search." The Ohio State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=osu1586791078220478.

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Johansson, Beatrice. "Consumer values in digital music distribution." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-150466.

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Through out the ages, humans have devoted themselves to musical expression. For many peoplemusic is a daily ingredient, and for some it is an important part of having a prosperous life.During the latest years we have seen a change, a movement, within the music industry. In connection with an increasing digital evolution, the physical music industry got affected to evolve and move into the digital space. In the digital realms new services and features are presented daily to satisfy music listeners, which has opened up a huge source of music that no longer is limited by physical record shelves located in a physical record store. Despite this, themusic industry has struggled with creating a willingness to pay for digital material, which is often argued to be due to a missing sense of value of ownership when purchasing digital media.This thesis aims to examine how the physical values can be converted into the digital world, to cater to consumers, and thus to increase the willingness to pay for digitally distributed music.The purpose of this thesis is:“Digitalisation within the music industry – How can experienced physical market values be To investigate this purpose, three different methods of research were conducted. Interviews were made with people involved with the music industry, to hear about their personal opinion and forecasts of the digital music market. To gather insight from an audience angle a focus group was conducted, supplemented with a survey that was sent out to people associated to music oriented network. To build a foundation of necessary information and to understand the music industry, literature studies were made on the current market situation and also about different companies, representing different distribution models available on the market. The investigation proved that as a consumer of digital distributed music it is possible to notice certain behaviour and goals with consuming music online. Also, there seems to be a positive evolution for the streaming based services, since streaming offers access and possibility to navigate towards new music in an effective way. What is also clear, according to investigation, is the difficulty to transform a previous strong physical market into the more fluid and open digital space.We are currently in the starting blocks of the digital evolution, and the all the opportunities offered has not yet been discovered or applied. The proposals presented in this thesis are general forecasts of how the music industry might evolve in the nearest future, and what benefits and obstacles that way occur while adapting to new digital preconditions.converted into new digital values?”

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Wackrow, Rene. "Spatial measurement with consumer grade digital cameras." Thesis, Loughborough University, 2008. https://dspace.lboro.ac.uk/2134/3827.

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Payne, Andrew. "Automatic aesthetic image enhancement for consumer digital photographs." Thesis, Loughborough University, 2007. https://dspace.lboro.ac.uk/2134/34568.

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Automatic image enhancement refers to the process of improving the quality of the visual content of an image without user interaction. There has been considerable research done in the area of image enhancement normally as a preprocessing step for computer vision applications. Throughout the literature, objective image quality metrics have been defined and image enhancements have been made to satisfy the quality metric. Quality metrics typically are based upon the signal to noise ratio, focus measurements, or strength of edges within the image content. Subjective human input is rarely considered in image enhancement applications. This thesis investigates the concept of automatic image enhancement. In this thesis, an automatic subjective image enhancement system based on the regional content of the image is proposed.

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Ulrich, Philip. "Engage to success : Consumer engagement in digital media." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-170449.

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This thesis has been conducted as a case study for the brand Milda. It aims to investigate what Milda can do in order to increase the engagement and co-creation among their consumers at their website. Milda has a user-generated recipe section inside their website they want the consumers to interact with and contribute with content to. The study was conducted using a mixed methodology containing interviews with consumers, usability tests, a survey distributed on Milda’s Facebook page, a review of Milda’s current website, and a short benchmark. Furthermore, the study was based on a thoroughly made literature review over previous studies made regarding the subject. The findings from the study showed that consumers tend to be more willing to co-create with companies they can identify with and are passionate about. Engaged consumers also advocates the brand and connects new consumers to its products. Presence from the company in co-creation processes is highly important to engage and satisfy the consumers. Social aspects in form of communication and interaction with other users are main driving factors for engagement in digital media. For Milda to increase the amount of content at their website shared by their consumers, they have to make some improvements with the site in order to provide a better user experience. Since the social aspect is important to gain engaged consumers, Milda also has to increase the traffic to the site.

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Souza, Ana Clara, and Rexhinaldo Durro. "Digital marketing: Online advertising tricks and consumer irritation." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31317.

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The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effects of this form of advertising. The aim of this study is to identify and explain the main forms of social media advertising, acquire an understanding of the reasons behind the labeling, by the users, of these advertising techniques as irritating, as also, rank the tricks based on the irritation levels effectuated by them to the users. As a result the paper will provide a concentrated guide of social media advertising techniques, with positive and negative aspects of each type of trick and distinguish those tricks that effectuate the most consequential effects. To achieve this goal, a questionnaire was conducted and aimed to a demographic representing the majority of social media users and as a derivate the users that most frequently encounter social media advertising tricks. The results indicated an inclination towards advertisement that make use of celebrity personalities. The reasons and motivations that lead to this eventuality can be due to contempt, appreciation or practical post characteristics.

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Obeidat, Zaid Mohammad Ibrahim. "Beware the fury of the digital age consumer : online consumer revenge : a cognitive appraisal perspective." Thesis, Durham University, 2014. http://etheses.dur.ac.uk/10808/.

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Online consumer revenge is costing companies millions of dollars annually. Yet, a limited number of studies have investigated the factors that influence online consumer revenge and the degree to which they carry on across cultural boundaries. A serious gap was noticed concerning the forms, triggers, and process of consumer revenge in the online context. Additionally, it was noticed that previous theoretical models of consumer revenge go directly from the desire for revenge state to the actual revenge state without explaining the cognitive process the consumer goes through when evaluating the decision whether or not to commit revenge. To address these research gaps, a mixed method approach was applied. A qualitative approach was employed first to explore this behaviour. Afterwards, a scenario based survey was used in order to examine and test the causal relationships between the variables identified in the first study on a larger sample from Jordan and Britain. Overall, the findings of this thesis have proven for the first time the secondary appraisal state consumers go through when evaluating their online revenge coping options. In this state, consumers were found to evaluate the reach of their actions, the risk involved, and the ability to perform the online revenge behaviour. Additionally, this thesis found that the British participants cognitively evaluate their online revenge options more extensively when compared to the Jordanian participants. The findings of this thesis also identify a new set of triggers for online consumer revenge including the type (process/outcome) and the severity of the service failure. This finding shifts away from the traditional fairness violations view of the triggers of consumer revenge. Moreover, the findings of this thesis establishes the role of the national culture in influencing online revenge as demonstrated by the difference in the harm appraisals, negative emotions, and the desires for revenge between the English and Jordanian participants.

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Dodan'Li, Nihal. "Digital product labels and the mapping of consumer values." Thesis, Abertay University, 2013. https://rke.abertay.ac.uk/en/studentTheses/c697b0fe-d3e3-4f9a-b625-241cd3239b2b.

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Current labels of consumer products provide some level of information to consumers but at the moment, this expanding labelling logic, and the multitude of requirements it generates, is often tricky to implement and difficult to translate into a clear and accessible form of communication for consumers to engage with. In the first part of the thesis, an analysis of current labels is carried out which examine a selection of widely used consumer products. This examination supports the objective to imagine the type of complementary information consumers may deem useful, and also highlights the difficulty there may be for consumers in accessing and verifying some key information that directly concerns the product they use and that may significantly influence the assessment they make of it. To improve the quality of the information provided to the public, a fourtiered architecture is proposed in the second section that can respond to the issues that have been identified during the analysis and also with reference to techno-sociological considerations presented in the Literature Review. The end result is an online database which generates real-time digital labels that uses collaborative logics and allows users to conveniently explore essential information about the products and services they use and make decisions more in accordance with their own requirements and values. The system also offers the possibility for the various label stakeholders to actively engage with the evolution of the product they manufacture, verify, legislate upon or consume depending on their relation to the product. In order to illustrate the potential of this architecture, the digital label is applied to informational situations commonly encountered by consumers. Conceptually, the digital label appears capable to meet consumer needs and is ready to be implemented into a prototype. The architecture is also considered against recent developments in terms of digital product labels, and appears to offer a solid foundation to catalogue, compare and analyse them critically. The third section of the dissertation is a reflection on the merits of the digital labelling system, this time from a sociological perspective. The discussion has two objectives (1) validating the digital label as an information arrangement capable of responding to current societal demands and (2) determining the label underlying principles in order to guide further development.

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Barbro, Patrick A. "Content and Context: Consumer Interactions with Digital Decision Aids." Diss., Temple University Libraries, 2015. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/332469.

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Business Administration/Marketing
Ph.D.
Through four essays, this dissertation contributes to the body of marketing literature by advancing understanding of consumer interactions with digital decision aids. Different aspects of the content contained within digital decision aids are explored in several contexts. First, the drivers of consumer interactivity in an online review community are examined and it is found that violations of community norms are an important factor in stimulating consumer action. Second, a tool is developed to facilitate the normalization of online review content across languages. Next, elements of language and national culture are investigated to determine their influence on consumer reviews in an international context. It is found that cultural biases play an important role in the relative verbosity, valence, and helpfulness of online reviews across countries. Lastly, the role of images in digital decision aids is considered and it is found that image type and perspective can influence consumer product evaluation. In sum, the influence that content and context have on consumer interactions with digital decision aids is clearly demonstrated through a diverse yet intertwined set of studies.
Temple University--Theses

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Makri, Aikaterini, Karolos-Konstantinos Papadas, and Bodo B. Schlegelmilch. "Global-local consumer identities as drivers of global digital brand usage." Emerald Publishing Limited, 2018. http://dx.doi.org/10.1108/IMR-03-2018-0104.

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Purpose: The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries. Design/methodology/Approach: Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses. Findings: Results show that in Thailand, users with a global identity enjoy participating in global SNS more than their counterparts in Austria. In addition, consumers with a local identity in Thailand demonstrate less pleasure when participating in global SNS than their counterparts in Austria, and consequently are less inclined to use global SNS. Practical implications: Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital brands according to the country context. Originality/value: This research is the first to extend the location-based identity research in the context of global digital brands, explain how global-local identities predict SNS usage through an engagement mechanism and investigate cross-country variations of this mechanism.

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Zarrin, Kafsh Sanaz. "Developing Consumer Adoption Model on Mobile Wallet in Canada." Thesis, Université d'Ottawa / University of Ottawa, 2015. http://hdl.handle.net/10393/32391.

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The widespread use of smartphones and technological advances in near-field communication technologies are quickly transforming mobile payment systems. These technologies have made it possible for consumers to use their smartphones to pay for their purchases through various payments systems such as Apple’s iPay, MasterPass and V.me. These mobile payment systems, commonly referred to as mobile wallets, are designed to eliminate the need for consumers to carry multiple credit cards in their wallets, thereby making it more convenient for consumers to shop. Mobile wallets represent a major advance in mobile marketing because they are another major channel through which marketers can better reach and serve customers in a very personalized way. Realizing the potential benefits of mobile wallets for both marketers and consumers depends on the speed of adoption of this new technology. This study examines the factors that influence consumers’ decision to adopt mobile wallets. Drawing on the theoretical technology adoption and diffusion literatures, a model of the factors that influence mobile wallet adoption is proposed and tested with data collected from 530 respondents. The purpose of this study was to develop a new technology acceptance model by combining TAM with IDT and exploring the factors that affect people’s behavioral intentions to use Mobile Wallet. Based on our proposed model, we explored the relationships among three innovative characteristics with PU and PEU with subjective norm which affect individuals’ intention for using Mobile Wallet. The results of this study show that some factors significantly influenced people behavioral intention to use Mobile Wallet. The effect of the trialability on the perceived usefulness is supported in this study. Subjective norm and awareness are correlated with the users’ perceived ease of use in Mobile Wallet. The findings suggest extended model of TAM for the acceptance of the Mobile Wallet can help industry players who are looking to build public demand and increase usage of Mobile Wallet.

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Krowinska, Agata. "Fifty shades of consumer engagement : an exploration of factors influencing digital natives' brand-related consumer engagement behaviours on Facebook." Thesis, Edinburgh Napier University, 2017. http://researchrepository.napier.ac.uk/Output/1034828.

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Grounded in a constructivist paradigm, this thesis contributes to an emerging body of scholarship on the consumer engagement concept. In this research, the author conceptualises consumer engagement on social networking sites as a one-dimensional behavioural notion expressed by visible manifestations such as likes, comments and shares - referred to by scholars as consumer engagement behaviours. Although studies on consumer engagement in thecontext of social networking sites have increased over the past few years, current research often fails to provide frameworks that would adequately reflect the interactive nature of those behaviours. In particular, little knowledge exists about why consumers decide to engage with brands or branded content on these online platforms. This thesis addresses this gap by exploring key factors that influence digital natives' brand-related consumer engagement behaviours in the context of Facebook. Findings of this research are based on 25 event-based diaries that were completed by a sample of digital natives who recorded their brand-related engagement behaviours over a period of 11 weeks and from 25 follow-up semi-structured interviews. The data captured by the above-mentioned diary interview method allowed the author to gain rich insights into brand-related consumer engagement behaviours. Furthermore, the diary and interview method is used in this context for the first time which provides a unique methodological contribution. This thesis offers an original contribution to current scholarship on consumer engagement behaviours by introducing three new frameworks, namely: Categories of Effective Creative Content Practices on Facebook, an Integrated Framework of Factors Influencing Positive Brand-Related Engagement Behaviours on Facebook, and an Integrative Framework of Factors influencing Negative Brand-Related Consumer Engagement Behaviours on Facebook. Collectively, as well as individually, these frameworks enhance current theoretical knowledge on the concept by offering a more comprehensive overview of reasons behind brand-related consumer engagement behaviours on Facebook, which can also contribute to practice by assisting social media brand managers in improving current engagement strategies.

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Frisch, Yannik Felix, and Jaakko Alarik Tawast. "Digital Sports Sponsorship : The Impact of Digital Communication Channels on Sponsorship Relationships." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-164732.

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Supporters and spectators of sports club matches are often exposed to advertising of sponsors of the respective club. The most common exposure is to billboard ads, such as, e.g. LED screens on the side of the football pitch, the logo of sponsors embedded in the ice of an ice hockey rink or the logo of the sponsor on the athletes' jerseys. However, exposure does not mean engagement and engagement is what sponsors seek as it can increase the purchase intention of the supporters and spectators engaging with the company. With classical sponsorship approaches, it is hard to measure the number of supporters that actually engage with and eventually purchase from the sponsoring companies. Furthermore, the engagement approach that companies choose besides classical offline sponsorship is limited to occasional news updates or - at the most - highlights of matches. Therefore, the distance between sponsors and supporters is perceived as very wide by the latter. Digital communication channels and especially social media generally poses a good way to engage with supporters, but many companies fail to implement a strategic approach to social media communication.This study is aimed at analysing sports sponsorship in the light of digitalisation and wants to contribute to the scarce literature in the field. Sponsorship is a generally widely investigated and researched topic, and so is digital marketing. In current literature, these topics rarely appear closely linked to each other. Although many companies recognise the importance of digital communication tools for their sponsorship agreements, many fail to integrate it properly. Also, sports clubs often neglect the strategic implementation of digital communication. To fill this research gap, the study at hand wants to answer the following research question.“How is sports sponsorship effectiveness enhanced by the use of digital communication channels and by restructuring the relationships among all three stakeholders within the respective agreement?”An exploratory mixed methods study, which includes 115 questionnaire respondents as well as six expert interviews, was conducted to address this research question as well as the novelty of the research topic. The research was undertaken with a focus on Swedish football and ice hockey teams in professional divisions as well as their sponsors. The study yielded several results which contribute to the literature and show relevance for practice. Firstly, the study showed that all the stakeholders lack the knowledge of the aspiration of each other as well as structured communication strategies in digital channels. Secondly, the communication between clubs and sponsors is insufficient, and wishes, ideas and assumptions concerning a sponsorship agreement remain hidden to the other parties. Thirdly, the clubs, as well as the sponsors, fail to integrate the supporters' wishes and needs into the sponsorship approach, which impedes the effectiveness and the success of this agreement. Fourthly, clubs and sponsors fail to implement precise indicators for the success of a sponsorship deal.

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Godinho, Teresa Margarida Aresta Lopes. "Antecedentes da lealdade digital." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14754.

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Mestrado em Marketing
Com a evolução do comércio eletrónico tornou-se cada vez mais importante para as empresas a prática de estratégias que conduzam a um relacionamento duradouro com os seus consumidores, ou seja, à Lealdade destes para com determinada marca. Esta tendência não resulta apenas de uma evolução nos meios digitais, uma vez que no comércio dito ?tradicional? esta já era uma realidade bem presente na forma de trazer mais e melhores resultados para as empresas. A presente dissertação tem como principal objetivo a análise dos potenciais antecedentes que poderão estar na origem da definição de um consumidor leal a uma determinada marca, com foco nos meios digitais. Numa primeira fase realizaou-se a recolha de informação relevante para a investigação, através da revisão de literatura, e que resultou na elaboração do modelo conceptual e à formulação das hipóteses de investigação. Após a revisão de literatura foi possível determinar as nove dimensões que foram alvo de avaliação sobre a sua influência na formação da Lealdade nos meios digitais, através do desenvolvimento de um questionário online, obtendo-se 216 respostas válidas. Os resultados obtidos, a partir da análise quantitativa realizada, mostraram que as dimensões que contribuem diretamente para a formação da Lealdade nos meios digitais são a Confiança e a Satisfação dos consumidores e que, indiretamente, a Satisfação contribui para o aumento da Confiança para com determinada marca e que o Design e a Navegação do Website contribuem para o aumento da Satisfação dos consumidores, o que posteriormente conduzirá à formação da Lealdade nos meios digitais.
With the evolution of e-commerce, it has become increasingly important for companies to practice strategies that lead to a lasting relationship with their consumers, that is, their loyalty to a particular brand. This trend is not only the result of an evolution in the digital media, since this was already a very present reality in the so-called "traditional" trade as a way of bringing more and better results to the companies. The main objective of this dissertation is to analyze the potential antecedents that may be the basis of the characterization of a loyal consumer to a particular brand, with emphasis on digital media. In the first phase, information relevant to the research was collected through the literature review, which led to the elaboration of the conceptual model, as well as the formulation of research hypotheses. After reviewing the literature, it was possible to determine the nine variables that were evaluated regarding their positive relationship in the development of loyalty in digital media, by carrying out an online questionnaire, which resulted in 216 valid answers to the investigation. The results obtained, based on the quantitative analysis, showed that the variables that directly contribute to the development of loyalty in the digital media are consumer confidence and satisfaction and that satisfaction contributes, indirectly, to the increase of confidence towards a particular brand. In turn, the design and navigation of the website contribute to an increased consumer satisfaction, which will subsequently lead to the development of loyalty in digital media.
info:eu-repo/semantics/publishedVersion

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Miell, Sophie. "Enabling the digital fashion consumer through gamified fit and sizing experience technologies." Thesis, University of Manchester, 2018. https://www.research.manchester.ac.uk/portal/en/theses/enabling-the-digital-fashion-consumer-through-gamified-fit-and-sizing-experience-technologies(4eade053-f4d9-4e0b-9462-cd6d1961f81d).html.

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The aim of this study is to investigate consumer responses to emerging digital fit and sizing tools in online fashion retailing. Digital fit and sizing tools are assumed to reduce returns, increase sales conversions (Dacko 2016) and bridge physical and digital assessment in online retailing contexts (Pantano and Timmermans 2016, Roy et al. 2016). However little is undestood regarding their impact on consumer behaviour. Research is required to gain a holistic understanding of how the tools aid consumer decisions and to deduce whether they can assist with key retailer metrics. This research is split into three stages: stage 1 which investigates the responses of 400 females aged 18-24 to pre-purchase virtual fit website Metail.com. Stage 2 explores the garment fit evaluation of 20 females, aged 18-34 to physical garments purchased using size and style recommender tools on Very.co.uk or Topshop.com. Stage 3 explores the opinions of 6 industry experts from top UK online fashion retailers through semi-structured interviews. Existing research in digital fit and sizing technology has been approached by garment technologists (Kim and LaBat 2012, Song and Ashdown 2015) or experiential marketers (Pantano and Servidio 2012, Beck and Crie 2016). This research aims to provide cohesion between the distinct areas of approach. The study reviews existing literature on experiential fashion technology, consumer behaviour and garment fit and sizing, and makes links between the approaches of each discipline. The research follows the consumer shopping journey framework proposed by Lemon and Verhoef (2016). Existing studies have often not captured consumer responses beyond online purchase intention (Huang and Liao 2015, Kim et al. 2016), and the shopping journey model recognises the importance of consumer experience pre and post-purchase. In addition, consumer fit evaluation is under-explored in extant research (Kasambala et al. 2016, deKlerk and Tselepis 2007). The study adopts the Technology Acceptance Model (TAM) (Davis 1989) to theoretically underpin the conclusive research on pre-purchase consumer evaluations using Metail. The TAM has been used in extant virtual fit or augmented reality fashion research (Perry 2016, Huang and Liao 2015). However, this study builds from existing research and extends the TAM to include the user trait: technology confidence and the experiential state: playfulness. The constructs measured in the post-purchase fit evaluation were derived through existing consumer behaviour research and the evaluation of garment fit and sizing (Kasambala et al. 2016, Eckman et al. 1990, McKinney and Shin 2016). Results of the study provide a guide to understanding the end-to-end processes behind consumer use of fit and sizing tools. The results of the research are conclusive (stage 1) and exploratory (stage 2 and 3) and were triangulated in the discussion to validate each approach.

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Mellis, David Adley. "Case studies in the digital fabrication of open-source consumer electronic products." Thesis, Massachusetts Institute of Technology, 2011. http://hdl.handle.net/1721.1/69675.

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Thesis (S.M.)--Massachusetts Institute of Technology, School of Architecture and Planning, Program in Media Arts and Sciences, 2011.
This electronic version was submitted by the student author. The certified thesis is available in the Institute Archives and Special Collections.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 67-69).
This thesis explores the effects of digital fabrication on the design, production, and customization of consumer electronic devices. It does so through a series of three case studies - a radio, a pair of speakers, and a computer mouse - that combine a custom electronic circuit board with a digitally-fabricated (laser-cut or 3D-printed) enclosure. For each case study, the thesis describes the construction and prototyping of the product and a workshop in which participants modified the design and made the device for themselves. This customization was enabled by the sharing of the design files for the products following the principles and practices of open-source. The case studies are used to draw practical lessons about the application of electronics, the laser-cutter, and the 3D printer in the digital fabrication of consumer electronic products. Implications are drawn for the open-sourcing of each of these elements and for the software tools used to the design them. The case studies also illustrate four modes of production that digital fabrication enables for electronic devices: one-off, artisanal, kit, and a hybrid mass/custom production. Additionally, they shed light on the types of customization and the human roles that digital fabrication implies for consumer electronics. Three main themes emerge: diversity in design and production, personal connection with devices, and leveraging of the power of software for the making of hardware.
by David Adley Mellis.
S.M.

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Greyling, Caroline. "Exploring the impact of language on consumer-brand relationships across digital media." Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/33702.

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Within the marketing management sphere, consumer-brand relationship theory has attracted interest and academic research since its inception. One area that has been relatively unexplored, however, is the interplay between vernacular languages and consumer-brand relationships in a multilingual South Africa. Celebrated for its multicultural and multilingual identity, South Africa recognises eleven official languages with English predominantly used across marketing activities. Despite a variety of research projects aimed at exploring consumer-brand relationship theory, there remains a gap in the knowledge regarding how languages impact the relationships that consumers form with brands. Previous research has been centred on the Western and Asian markets and has failed to address the challenges of the diverse South African market. Consumers experience an emotional link and a sense of attachment to their home language. This paper postulates that this connection extends to consumer-brand relationships and that language choice can, therefore, impact the formation and development of brand relationships. This paper sought to explore this theory, using qualitative research methods. In-depth interviews were conducted in order to collect information about consumers' experiences and feelings regarding this topic. Fourteen participants from various language groups were asked a series of open-ended questions and their responses recorded. Results demonstrated that the use of first languages can influence how consumers respond to brands and can affect a number of elements identified in the brand-relationship quality model. The analysis found a link between language use and brand relationship theory, finding that the use of consumers' mother tongues can lead to consumers developing relationship qualities including love and passion, self-connection and commitment. This demonstrates that language can play a significant role in impacting consumer-brand relationships. We, therefore, infer that language can potentially impact consumer-brand relationships, and that language choice has the power to impact how consumers build relationships with brands.

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Andersson, Pär. "Digital Fabrication and Open Concepts : An emergent paradigm of consumer electronics production." Thesis, Umeå universitet, Institutionen för informatik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-104994.

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Open Source och relaterade mjukvarukoncept och utvecklingsmodeller är vid det här laget allmänt bekanta och har varit föremål för många studier. Open Source Hardware är mindre spritt och studerat, och så även emergent teknologi som för in traditionellt industriella tekniker som 3D-printing, laserskärare, och CAD-baserade produktionsverktyg i mindre skala i hem- och hobbymiljöer. Dessa ämnen har främst studerats ur mer renodlat tekniska perspektiv, snarare än att sättas i samband i en vidare kontext. Denna kombinerar internet som infrastruktur och socialt medium för kunskaps- och resursdelning; open source-koncept; de möjligheter som tillgängligheten av mer och mer kapabel och överkomlig hårdvara byggd på öppen design bereder; och andra relaterade socio-tekniska fenomen vilka börjat framträda de senaste 5-10 åren. I denna uppsats undersöker jag denna större kontext. Uppsatsen har utförts i form av en litteraturstudie av existerande forskning inom ovanstående diskreta områden, och i den mån de finns även dess inbördes relationer. Denna kontext framträder som ett emergent paradigm kring produktion av hemelektronik, och även som exemplifierande trenden av teknologins fortsatta intåg som allestädes närvarande i våra liv och vår omgivning. Resultaten indikerar en gryende förändring i hur vi interagerar med teknik, vilka som gör det och varför, i vilka kontexter, och ett framträdande av en ny ekonomi. Jag visar på att ytterligare forskning behövs, och att perspektivet bör flyttas från att analyseras enbart i diskreta termer som teknik, open source-principer, DIY et cetera, utan även till vad som framstår som resultatet där dessa konvergerar, den naturliga konsekvensen av ett folkligt anammande av denna teknik och open source-koncept.

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Ahsan, Ayesha. "Consumer ratings-reviews and its impact on consumer purchasing behavior." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-219309.

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Storytelling is one of the most creative, powerful and effective tools of modern marketing strategies and communication. Due to the expansion of social media, storytelling has become a popular marketing and sales tool that may affect consumer behavior. This research has been conducted from a storytelling perspective with the purpose of finding the correlation between consumer reviews and consumer purchasing behavior. This study focuses on consumer stories which are reflected in terms of product reviews and ratings. Where the correlation between these reviews and ratings and their effects on overall product sales are investigated. The study answers the question, “If reviews & rating have a correlation with consumer purchasing behavior in digital marketing, and if so then how this correlation could be defined?” The data collection and tests have been conducted in a practical environment. The German online stores have been used as the main mode of data collection. Depending on the nature of the data, the quantitative analysis approach has been adopted. By conducting real-time sales data tests, this study fills the gap in previous consumer research studies. The in-depth analysis of results show the correlation between consumer reviews and product sales. The results have revealed that consumer reviews may influence overall product sales and help a consumer in purchasing decision.
Storytelling är ett av de mest kreativa, kraftfulla och effektiva redskapen i modern marknadsföring. På grund av den ökande användningen av sociala medier har storytelling blivit ett populärt redskap för att påverka konsumenternas beteende. Denna studie har utförts från perspektivet av storytelling med syftet att finna en korrelation mellan kundrecensioner och kundernas köpbeteende. Studien fokuserar på kundernas historier som reflekteras i recensioner och betyg, där korrelationen mellan recensioner och betyg och övergripande försäljning undersöks. Studien syftar till att besvara frågan ”Om recensioner & betyg har en korrelation med kundernas köpbeteende i digital marknadsföring, och om så hur kan korrelationen definieras?” Datainsamlingen och testandet har utförts i en praktisk miljö. Tyska online butiker har använts som huvudsaklig metod för datainsamling. På grund av strukturen på data har en kvantitativ analys metod använts. Genom att genomföra tester i realtid, har denna studie kompletterat tidigare forskning kring kundbeteende. Den fördjupade analysen av resultaten visar att det finns en korrelation mellan kundrecensioner och försäljning. Resultaten har visat att kundrecensioner kan påverka försäljningen av produkter och hjälpa en konsument i ett köpbeslut.

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Ebel, Marc. "Digital music consumption on the Internet : consumer behaviour in the light of digital piracy, legal alternatives and ethical considerations." Thesis, University of South Wales, 2014. https://pure.southwales.ac.uk/en/studentthesis/digital-music-consumption-on-the-internet(a351c4f6-b984-4383-8e41-4b9a3c2c988a).html.

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Purpose: The purpose of this research is to evaluate the usage behaviour of legal and illegal digital music services on the internet and derive a theoretical model that includes the determinants for these behaviours. Based on this model, hidden heterogeneity will be examined amongst the sample population to extract different user-groups with similar attitudes, perceptions and behaviours and to derive and describe these different customer segments of digital music consumers. Design/methodology/approach: A theoretical framework has been developed through a synthesis of the Theory of Planned Behaviour (TPB), Unified Theory of Usage and Acceptance of Technology (UTAUT) and ethical decision making theories. A structured self- completion online-questionnaire has been conducted in Germany and Partial Least Square Structural Equation Modelling (PLS-SEM) has been applied to analyse and validate the theoretical model. Hidden heterogeneity has been analysed using the Finite Mixture (FIMIX) algorithm for PLS-SEM to derive three different customer segments amongst the sample population. Findings: The cause-and-effect model has been proven valid and has revealed the most important antecedents of the usage of legal vs. illegal digital music services on the internet: performance expectancy, facilitating conditions, habit and usage behaviour, perceived risks and benefits, and attitudes including moral and ethical considerations. Besides this, three different segments of customers have been identified, which show different values, opinions and behaviours with the other segments, but homogeneous within the segments. The segments are: Legal Power-Users, Digital Laggards and Young Indifferents. Practical implications: The cause-and-effect model and the three customer segments inform practice for a better understanding of the digital music customer and provide important inputs for the development of new products and services, positioning of the services and communication strategies for current and future services as well as policy makers. Originality/value: Two research gaps have been closed: (1) newer legal digital music services have hardly been examined in the literature and (2) only student samples have been used in digital piracy studies. This study is the first to fill both gaps in expanding the scope explicitly to legal vs. illegal services and to a sample population beyond students. The synthesis of theoretical models to a more comprehensive model to understand the usage and determinants of digital music services has been created. The identification of the three customer segments with the FIMIX algorithm and their real-life description is a contribution to practice, knowledge and methodology. Additionally the research shows, that the evaluation of hidden heterogeneity enriches the pure SEM-analysis, has even improved the evaluation of the overall model and should be a new standard for future SEM-research.

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Costa, Ana Margarida da Silva. "O papel dos influenciadores digitais na jornada de decisão dos consumidores portugueses : os instagrammers e a compra de produtos cosméticos." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19339.

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Mestrado em Marketing
O presente estudo foca a emergência da importância dos influenciadores digitais no Instagram - instagrammers. O crescente poder e influência destas personalidades, tem vindo a assumir um papel preponderante no comportamento de compra dos consumidores. Nesse sentido, o propósito do presente estudo consiste em explorar o papel de influência dos instagrammers na jornada de decisão dos consumidores portugueses, relativa a produtos cosméticos, aferindo se têm um papel de influência, determinando quais os fatores que explicam essa mesma influência, e averiguando em que fases da jornada de decisão do consumidor podem ter mais influência. A investigação foi conduzida com base no interpretativismo e recorrendo a um raciocínio abdutivo, sendo um estudo qualitativo de carácter exploratório, baseado em 15 entrevistas individuais, semiestruturadas, realizadas presencialmente a consumidores portugueses de cosméticos e utilizadores que veem conteúdos de instagrammers de beleza. Os resultados obtidos através de análise de conteúdo, e com o apoio do software MAXQDA, permitem concluir que os instagrammers têm de facto um papel influente na jornada de decisão dos consumidores portugueses de produtos de cosmética entrevistados. O valor do estudo reside na sua contribuição teórica para a área do comportamento do consumidor, permitindo uma compreensão mais profunda do efeito dos instagrammers na jornada de decisão dos consumidores, no contexto português e na indústria dos cosméticos. A nível prático e empresarial, visa elucidar e auxiliar as empresas e os profissionais nesta indústria no desenvolvimento de estratégias e campanhas para maior eficácia e eficiência junto dos seus públicos.
The present study focuses on the emerging importance of digital influencers on Instagram - instagrammers. Their growing power and influence have been playing a leading role in consumers' buying behavior. Regarding these facts, the purpose of the present study is to explore the influence role of instagrammers in the consumer decision journey of Portuguese consumers in cosmetic products, assessing if they have an influencing role, determining which factors explain this influence, and verifying in which phases of the consumer decision journey they can have the most influence. The research was conducted based on an interpretative philosophy and using an abductive reasoning, being a qualitative exploratory study based on 15 semi-structured face-to-face interviews, conducted in person to Portuguese consumers of cosmetic products and Instagram social network users who watch beauty instagrammers' content. The results, obtained through content analysis and with the support of MAXQDA software, suggest that instagrammers do in fact play an influential role in the consumer decision journey of Portuguese consumers in cosmetic products interviewed. The value of this study lies in its theoretical contribution to the area of consumer behavior, providing a deeper understanding of the effect of instagrammers on consumer decision journeys in the Portuguese context and in the cosmetics industry. At a managerial level, it aims to support companies and professionals concerning this industry in the development of strategies and campaigns for greater effectiveness and efficiency among their audience.
info:eu-repo/semantics/publishedVersion

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Stark, Aigul, and Melihate Zekaj. "Smart consumer. En studie om påverkan av den digitala kommunikationen på konsumentbeteendet." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16809.

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Dagens dynamiska situation på marknaden sätter spår på den befintliga marknadsfilosofin med fokus på kommunikationen mellan företaget och konsumenten. Den moderna teknologin och Internet har utvecklats och blivit mer tillgängliga, vilket har bidragit till att den moderna konsumenten tillbringar en stor del av sin tid på Internet. De digitala nätverken och kommu-nikationen inom dem förändrar konsumentbeteenden och attityder, främjar konsumenters självständighet samt ger kontroll över köpbesluten. De här trenderna påverkar dagens detalj-handel, där konkurrensen och kampen om kundernas lojalitet ökar. Konventionella marknads-föringsstrategier föråldras snabbt under dagens förlopp och kräver mer kreativitet och enga-gemang av företaget. Den smarta konsumenten har makt över exponeringen av kommunika-tionen och inspirerar dagens marknadsföring för en digital dialog med kunden. I vårt arbete undersöker vi den digitala kommunikationen och analyserar hur dess utveckling påverkar konsumentens beteende och attityder samt dess beslut kring köpvanorna. The dynamic market situation today affects the existing market philosophy with a focus on the communication between companies and consumers. Modern technology and the Internet have developed and become more available, which contributes to that modern consumer spends majority of his time on Internet. Digital framework and communication within it change consumer behavior and attitudes, encourage consumer’s independence and give him control over the buying decision. These trends influence modern retailing, where competition and fight for consumer loyalty augments. Conventional marketing strategies lose their actuality and require more creativity and engagement from companies. The smart consumer has a power over exposure of the communication and inspires modern marketing for a digital dialog with him. In our study we examine the digital communication and analyze its impact on consumer behavior and attitudes and consumer buying decision.
Program: Butikschefsutbildningen

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Balladares, Fuentes Ana Gabriela. "Changing consumer behavior in the digital age: perceived risk in information search process." Doctoral thesis, Universitat Ramon Llull, 2021. http://hdl.handle.net/10803/671443.

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La digitalització en el entorn del marketing està canviant la manera en la que els consumidors decideixen comprar. Així mateix, el risc percebut té un rol determinant en les decisions de compra dels consumidors. No obstant això, encara que la literatura emergent suggereixi que l´ ús de les fonts d’informació digital generi nous processos de cerca i avaluació de productes diferents a aquells dels entorns de compra tradicional, el desenvolupament de noves teories sobre la naturalesa d’aquestes diferencies ha sigut limitada. Específicament s’han detectat resultats contradictoris en la literatura actual pel que fa a la relació entre el risc percebut i la cerca d’informació de productes d'experiència en entorns digitals. Mentre que alguns estudis asseguren que el risc percebut provoca un augment en la cerca d’informació, ja que una forma de reduir el risc percebut es obtenir més informació, un altre vessant de literatura assenyala que cercar informació addicional pot més aviat resultar en un major risc percebut i en un abandonament de la compra. Per tant, amb el fi d’aclarir aquest gap en la literatura i entendre millor el fenomen del risc percebut durant el procés de compra digital, aquest treball d´ investigació avança amb un enfocament detallat i amb una perspectiva longitudinal per entendre com la digitalització en el entorn del marketing afecta al risc percebut pels consumidors durant els seus processos de cerca d’informació. Mitjançant una investigació realitzada amb múltiples mètodes qualitatius, aquest estudi revela que hi ha cinc etapes en el processament del risc percebut durant el procés de cerca d’informació. Aquestes etapes son: preparació per a la cerca d’informació; cerca d’informació inicial; cerca d’informació avançada; preparació per a la compra i decisió de compra i comportament post-compra. Basat en aquestes troballes, aquest estudi proposa que en l´ actual era digital, el risc percebut es un procés dinàmic que consisteix en etapes on diferents tipus de riscs son percebuts pels consumidors quan avancen en la cerca d’informacions durant el procés de compra. A més a més, la percepció d’aquestes tipus de risc fluctua a mesura que els consumidors cerquen informació. Per tant, aquest descobriment explica que l´ etapa de cerca d’informació es un procés dinàmic suggerint que aquest dinamisme es una de les raons per les quals el nou viatge del consumidor s’estén com un procés cíclic i dinàmic. Finalment, aquest treball d’investigació contribueix al desenvolupament de teories del risc percebut en entorns digitals proporcionant noves evidéncies i suggerint que en l´ actual context digital, el risc percebut es un constructe multidimensional que es desenvolupa, canvia i s’adapta en funció de la informació recollida en el procés de compra. Consegüentment, aquesta investigació proposa entendre el risc percebut des d’una perspectiva de procés per entendre completament com es comporta en el actual entorn digital i suggerir que el procés del risc percebut i cerca d’informació es dinàmic i alineat amb la naturalesa cíclica del nou viatge del consumidor. Finalment, aquest treball vol fer una contribució al marketing aplicat l´ aclarir on i com es poden mitigar els diversos tipus de risc durant la cerca d’informació amb el propòsit d’incrementar la satisfacció i la participació dels clients en el procés de compra.
La digitalización en el entorno del marketing está cambiando la manera en la que los consumidores toman decisiones de compra. Asimismo, el riesgo percibido tiene un rol determinante en las decisiones de compra de los consumidores. Sin embargo, aunque la literatura emergente sugiere que el uso de fuentes de información digital genera nuevos procesos de búsqueda y evaluación de productos diferentes a aquellos de los entornos de compra tradicionales, el desarrollo de nuevas teorías sobre la naturaleza de estas diferencias ha sido limitado. Específicamente, se ha detectado resultados contradictorios en la literatura actual en cuanto a la relación entre el riesgo percibido y la búsqueda de información de productos de experiencia en entornos digitales. Mientras que algunos estudios aseguran que el riesgo percibido provoca un aumento en la búsqueda de información, ya que una forma de reducir el riesgo percibido es obtener más información, otra vertiente de literatura señala que buscar información adicional puede más bien resultar en mayor riesgo percibido y en un abandono de la compra. Por tanto, con el fin de aclarar este gap en la literatura y entender mejor el fenómeno del riesgo percibido durante el proceso de compra digital, este trabajo de investigación avanza con un enfoque pormenorizado y con una perspectiva longitudinal para entender cómo la digitalización en el ámbito del marketing afecta al riesgo percibido por los consumidores durante sus procesos de búsqueda de información. A través de una investigación llevada a cabo con múltiples métodos cualitativos, este estudio revela que hay cinco etapas en el procesamiento del riesgo percibido durante el proceso de búsqueda de información. Estas etapas son: preparación para la búsqueda de información; búsqueda de información inicial; búsqueda de información avanzada; preparación para la compra y decisión de compra y comportamiento pos compra. Basado en estos hallazgos, este estudio propone que en la actual era digital, el riesgo percibido es un proceso dinámico que consiste en etapas en las cuales los diferentes tipos de riesgo son percibidos por los consumidores a medida que ellos avanzan en la búsqueda de información durante el proceso de compra. Además, la percepción de estos tipos de riesgo fluctúa a medida que los consumidores buscan información. Por lo tanto, este descubrimiento elucida que la etapa de búsqueda de información es un proceso dinámico sugiriendo que este dinamismo es una de las razones por las cuales el nuevo viaje del consumidor se entiende como un proceso cíclico y dinámico. En definitiva, este trabajo de investigación hace una contribución al desarrollo de teorías del riesgo percibido en entornos digitales al proveer de nuevas evidencias que sugieren que, en el actual contexto digital, el riesgo percibido es un constructo multidimensional que se desarrolla, cambia y adapta en función de la información recolectada en el proceso de compra. Por consiguiente, esta investigación propone entender al riesgo percibido desde una perspectiva de proceso para entender por completo cómo se comporta en el actual entorno digital y sugerir que el proceso del riesgo percibido y búsqueda de información es dinámico y alineado con la naturaleza cíclica del nuevo viaje del consumidor. Finalmente, este trabajo hace una contribución al marketing aplicado al esclarecer dónde y cómo se pueden mitigar los diversos tipos de riesgo durante la búsqueda de información con el fin de incrementar la satisfacción e involucramiento de los clientes en el proceso de compra.
The digitalization of the marketing environment is changing the manner in which consumers take purchase decisions. Moreover, perceived risk has a determinant role on consumers’ purchase decision-making. However, although emerging literature suggests that consumers’ use of digital information generates new search and product evaluation processes different from those in traditional purchase setting, theorizing about the pattern and nature of these differences has been limited. More specifically, contradictory findings on the relationship between perceived risk and information search of experience-type products in digital environments have been identified in current literature. While some studies assert that perceived risk increases information search because one way of reducing risk is to obtain more information, other streams of literature point out that further engaging in information search might actually result in increased risk perception and purchase deterrence. Therefore, in order to clarify this gap and understand better the phenomenon of perceived risk during digital purchase decision-making process, this research advances with a finer-grained approach and with a longitudinal perspective in order to understand how the digitalization of the marketing environment affects consumers’ perceived risks during the process of information search. By conducting a qualitative multi-method research, this study discloses five stages in the process of risk processing during digital information search. The stages are: preparing for information search; initial information search; advanced information search, preparing for purchase and purchase decision-making and post purchase behavior. Based on these findings, the present study proposes that in the current digital context, perceived risk is a dynamic process consisting of stages in which the different types of risk are perceived by consumers as they progress in the search stage of the purchase decision-making process. Moreover, the perception of these dimensions of risk fluctuates as consumers search for information. Thus, these findings highlight that the search stage is a dynamic process and suggest that this is one of the reasons why the new customer journey is understood as a cyclic and dynamic process. Ultimately, this research contributes to the theorizing process of perceived risk in digital information search by providing new insights that suggest that in the current digital context perceived risk is a multidimensional construct that develops, changes and adapts to the information collected in the purchase decision-making process. Thus, this research proposes to understand and theorize perceived risk from a process-driven perspective in order to fully understand its behavior and suggests that the process of perceived risk processing and information search is dynamic and aligned with the cyclic nature of the new customer journey. Finally, this research contributes to the marketing practice by shedding light on where to act and how to mitigate the different types of risk in order to increase customer satisfaction and engagement during information search.

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Eric, Nilsson, and Mohlin Ludvig. "A study of consumer behaviour in the digital world - The power of alternatives." Thesis, Högskolan i Halmstad, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44630.

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As COVID-19 has led to more desktop usage overall it could be said that the screen size has increased for the general consumer. Previous research shows that what device a consumer uses when browsing the internet also affects their behaviour and more particularly their decision making. Previous research regarding consumer behaviour also shows that consumers when exposed to different amounts of alternatives act differently when making a decision. Connected to devices and their obvious distinction when it comes to screen size and therefore the amount of alternatives displayed to the consumer on the screen makes it interesting. Most of the previous research regarding alternatives and consumer behaviour had not been done in a digital context and this thesis was aimed at studying how consumers react to different amounts of alternatives in a digital context. The authors got interesting contradictory results from the two different AB-tested experimental questions indicating a more complex explanation to the causality of the research into alternatives and consumer behaviour. The author's main conclusion is that consumers' attitudes and then preferences towards products influenced by their internal search could have an explanation to why some products are more advantageous to be displayed as large assortments than others.

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Meiring, Ellena. "Trade-offs impacting consumer decision quality in the context of digital music platforms." Diss., University of Pretoria, 2015. http://hdl.handle.net/2263/52251.

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The growth of music piracy is threatening the sustainability of the music industry in general. The major theme of the research is exploring how price versus fit and other relevant trade-offs impact online consumer decision-making. The aim is to improve understanding in how to attract consumers to legal digital music platforms to create revenue sustainably at prices consumers are willing to pay. Music as an information good has high sunk and low marginal costs. Moreover there are a plethora of consumer access options, from streaming to downloading content in both free and paid for platforms. The focus was to create and test a model built on Punj s recent but untested online decision-making model within the context of music as digital information good. It attempted to improve understanding around trade-offs impacting consumer s decision quality for acquisition of digital music. Thus the end result should improve monetisation of legal digital music distribution. Through a qualitative, explorative research design of face to face interviews with ten digital music consumers and nine music industry experts in South Africa various perspectives and opinions were scrutinised. By comparing trade-offs and factors such as economic price, search costs, product knowledge and perceived risks across downloading and streaming consumers as well as experts new insights emerged. Findings reflected that Punj s model does not hold with regards to price versus benefit and search versus price trade-offs in the context of digital music. Various trade-offs during consumer decision making in this environment are presented. A potential disconnect between consumer perspectives and expert opinions emerged, which imply a substantial lack in consumer centricity. Suggestions on attracting consumers to support legal platforms based on what consumers truly value, concluded the research.
Mini-disseration (MBA)--University of Pretoria, 2015.
nk2016
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted

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Mallo, Angelina, and Mira Vincze. "Future of online marketing: Consumer Recommendations." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-246041.

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The purpose of this thesis is to research how consumer recommendations can be used in terms of marketing and sales purposes in the Fast Moving Consumer Goods sector. Due to technological changes and a shift from traditional to digital marketing, the way of communicating to the audience has changed. Consumer recommendations, micro influencers and social media platforms are a part of digital marketing that is growing progressively. The paradigm of the thesis is interpretivism with following a qualitative research method, inductive reasoning and a case study in focus. The findings show that digital marketing, thanks to aspects as social media and e-commerce, has been growing, however has not completely taken over the marketing field. Influencers are getting a bigger role as marketing tools with the shift of power evolving. Due to these reasons is why and how consumer recommendations have become such a big trend nowadays.

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Kaplo, Maria, and Adam Lundkvist. "How to stay relevant in a time of digital marketing : Investigating the perspectives of marketing agencies and business firms." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-28756.

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Background: We certainly live in a digitalized world, most of the European countries will have at least half of their population being smartphone users. Marketers wants to use social media marketing as a way to both reach and interact with their consumers, in a fashion that has not been available before. Problem: Consumers today are exposed to more marketing messages than ever, partly because that the consumers now are carrying around technology everywhere they go, but also because of the increase of popularity regarding the different social media platforms. Since the consumers’ presence on the digital media channels is high, the business firms have to keep up. This change has affected many firms in a different way and certainly the marketing agencies as well. Purpose: The purpose of this thesis is to investigate the modern marketing landscape, in regards to digital marketing and the affects it has had on marketing agencies as well as the companies themselves. Method: The study is exploratory and has an inductive approach using qualitative research in order to fulfill the purpose of the paper. Semi-structured interviews are chosen to gather the empirical data for the research. The semi-structured interviews are afterwards analyzed through a classical inductive data analysis. Conclusions: The perceptions of the changes in the marketing landscape is that the consumers are today demanding a two-way communication with firms through social media. The most important marketing tools are within the digital world; the ecosystem of google but also advertising tools in Facebook. Most firms have noticed their customers’ demand about having the firms present online and have thereby adapted and gone online. The marketing agencies have adapted to the changes and specialized themselves online, rather than in traditional marketing. Many agencies have changed their name to “communication agencies” rather than “marketing/ advertising agencies”. Some firms do still seek professional help (marketing agencies) with applying the digital marketing, but most firms do it by themselves. The reasons behind it may differ from firm to firm.
Bakgrund: Dagens samhälle är sannerligen digitaliserad, över hälften av befolkningen i majoriteten av de europeiska länderna kommer inom en framtid att vara smartphone-användare. Marknadsförare vill använda sig av social media i deras marknadsföring för att kunna nå samt interagera med sina kunder på ett sätt som inte har varit möjligt tidigare. Problem: Dagens konsumenter är exponerade för mer marknadsföring än någonsin tidigare. Delvis på grund utav att dessa konsumenter ständigt bär med sig den teknologi som möjliggör denna marknadsföring. Detta beror även på den ökade populariteten runt olika sociala media plattformar. Ända sedan konsumenterna började med att använda digital media har detta ökat stadigt. Firmorna måste därför kämpa med att hålla tempot för att tillfredsställa marknaden. Denna förändring har påverkat flertalet firmor på olika sätt, även marknadsbyråer har påverkats av detta. Syfte: Syftet med denna uppsats är att undersöka det moderna marknadsförings-landskapet, med fördjupning i digitala medier och dess effekt på marknadsförings-byråer och vanliga företag. Metod: Denna undersökning är en explorativ studie och använder sig av en induktiv metod, där kvalitativ forskning har används för att uppfylla syftet. Intervjuerna som gjorts har varit semi-strukturerade, och denna data har analyserats med hjälp av en klassisk induktiv dataanalys. Slutsats: De generella uppfattningarna gällande det aktuella marknadslandkapet är att dagens konsumenter kräver en två vägs kommuniké med firmorna genom sociala medier. Därför finner vi de viktigaste marknadsföringsinstrumenten i den digitala världen genom Googles ekosystem, men också genom de reklamverktyg som bland annat går att finna på Facebook. De flesta firmorna har lagt märke till konsumenternas nyfunna krav gällande att ha firmorna tillgängliga online och har därför anpassat sig till detta. Marknadsbyråerna har anpassat sig till förändringarna genom att specialisera sig på digital marknadsföring istället för traditionell marknadsföring. Många marknadsbyråer kallar sig numera för ”kommunikations-byråer” istället för att inkludera orden ”reklam” eller ”marknadsföring” i namnet. Vissa företag söker efter professionell hjälp, anledningarna varierar mellan varje specifik firma.

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Wikström, Katrin, and Jönsson Isabell Szabo. "Have you heard the rumor about the connected consumer? : En kvantitativ studie om digital natives värderingar och förväntningar gentemot företag inom detaljhandeln." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85952.

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Syfte: Studien ämnar undersöka skillnader mellan digital natives och digital immigrants i strävan efter att identifiera huruvida de förstnämnda kan anses vara en enskild målgrupp med unika karaktärsdrag. Vidare syftar studien till att kartlägga de två gruppernas värderingar i förhållande till företag inom detaljhandeln med huvudfokus på digital natives. Resultatet förväntas mynna ut i teoretiska och praktiska implikationer om vilka förväntningar digitala konsumenter har på företag inom detaljhandeln. Studien utförs ur ett konsumentperspektiv där konsumenterna undersöks. Frågeställningar: -Hur särskiljer sig digital natives från digital immigrants i värderingar gentemot företag inom detaljhandeln? och -Hur påverkar den digitala disruptionen digital natives förväntningar på företag inom detaljhandeln? Metod: Studien har en deduktiv ansats där en kvantitativ metod använts i form av en enkätundersökning. I undersökningen deltog 206 respondenter vars svar jämfördes mellan digital natives och digital immigrants i databearbetningssystemet SPSS för att hitta likheter och skillnader grupperna emellan. Även en förundersökning av exempelfallet Giraffen har genomförts i syfte att sätta resultatet i relation till verkligheten. Resultat och Slutsats: Studien påvisar att digital natives och digital immigrants skiljer sig åt till viss del, men inte i den utsträckning teorin förklarar. Vidare antyder resultatet att digital natives inte kan ses som en unik målgrupp när de besitter många liknande värderingar som digital immigrants. Därmed kan påstås att förväntningarna på företag är gemensamma för båda grupperna som kan samlas under benämningen digitala konsumenter.

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Koutsias, Marios. "Consumer protection and global trade in the digital environment : the case of data protection." Thesis, University of Essex, 2007. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.437826.

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Garcia, Barberena Amaia, and Pinillos Leyre Diaz. "The Acceptance of the Digital Books' Market in Spain by Consumers and Companies." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15870.

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Title: The Situation of Digital Books’ Market in Spain. The acceptance by consumers and companies Authors: Amaia García Barberena and Leyre Díaz Pinillos Supervisor: Jean-Charles Languilaire. Level: Bachelor Thesis in Business Administration, Marketing Key words: digital books, electronic books, digitalization, Spain, consumers´ behavior, innovation, adaptation, publishers… Purpose: The purpose is to explore what the current situation of the electronic books’ market in Spain is, concerning the changes in consumer behavior and companies’ adaptation. Method: Our research method is an explorative and descriptive one. Thus, we collected data from secondary resources such as books, studies, articles, journals and so on. We use also primary data in order to answer our purpose. We do two different questionnaires; one focused on consumers and the other one focused on publishers of different companies. Theoretical framework: First, we define the consumer behaviour in a general context and then related to innovations and digital environment. Then, we explain the companies’ behaviour and adaptation to changes, and we finish with and interaction between both parties. Conclusion: We highlight and summarize the findings of our study, giving a clear image of the current situation of the digital books’ market in Spain. We also give our point of view towards this topic, and suggestions for further researches.

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Laing, Audrey Frances. "Bookselling culture and consumer behaviour : marketing strategies and responses in traditional and online environments." Thesis, Robert Gordon University, 2008. http://hdl.handle.net/10059/400.

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This research examines the implementation of marketing both by chain and online booksellers, and consumer responses to this marketing and a reading of the current trade press revealed calls for research into consumer wants and needs (Watson, 2002; Holman, 2007; Horner, 2007a). While BML (Book Marketing Limited) carries out a valuable range of research into publishing and bookselling on an ongoing basis, nevertheless, both are relatively new research areas, and bookselling is particularly underdeveloped. It would appear that research in the field of bookselling has yet to be examined in an academic context. With specific respect to the development of a comprehensive understanding of consumer responses to bookshop marketing, the research is original, timely and useful, and builds upon the foundations of existing research, as detailed above. The mixed-method approach adopted in this study enhanced the level of triangulation possible, with interviews, surveys and focus groups serving to consolidate and support sets of results. This empirical research has uncovered rich source material from consumers both online and offline, revealing complex responses to traditional and online bookselling environments. Key original findings include: the widespread perception of homogeneity across chain bookshops by consumers; the presence of a coffee shop can enhance the concept of the bookshop as a social space and that consumer behaviour online was found to tend towards linear, goal-oriented book buying, whereas traditional book shopping tends to be much more about browsing, and have a serendipitous quality to it. The research has developed a comprehensive understanding of the approaches to marketing taken by chain booksellers, but more especially, the range of consumer responses and behaviour in both traditional chain and online bookshops. It has built upon the existing scholarly material available in these fields, as well as extending and developing research in the new academic field of bookselling. There is considerable scope for further investigation in both traditional and online bookselling, as outlined in the Conclusions chapter, building on the findings emerging from this research.

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Dougherty, Jeffrey S. M. Massachusetts Institute of Technology. "From clicks to bricks : the impact of digital-native consumer brands on retail real estate." Thesis, Massachusetts Institute of Technology, 2019. https://hdl.handle.net/1721.1/123613.

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Thesis: S.M. in Real Estate Development, Massachusetts Institute of Technology, Program in Real Estate Development in conjunction with the Center for Real Estate, 2019
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 54-60).
Digital-native retail brands have business models that sit at the intersection of two major narratives in retail: technology and brick-and-mortar stores. Founded online, they rely on technology to attract a Millennial customer base that gets most of their brand information over the internet. Digital-native retailers are also opening, not closing, brick-and-mortar stores at an accelerating pace. Recent studies have suggested that digital-native retail brands will grow from roughly 600 to over 1,400 brick-and-mortar locations in the coming years. However, these projections only consider existing brands, and industry trends suggest that the actual number of physical stores opened by digital-native retail brands will be significantly greater. Real estate owners that develop leasing strategies focused on the specialized needs of digital-native retail brands are positioned to benefit.
The brick-and-mortar store locations of digital-native retail brands provide key insights into their site selection criteria and brand strategies. Store locations are based on customer data from their online stores. As a result, the sites brands select indicate locations with strong target consumer demand. To analyze trends, we identified 58 major digital-native retail brands that have opened a permanent physical store location in the United States. Then, we collected the addresses of the 608 individual stores that they operate. Among other insights, the store location results indicate that digital-native brands concentrate in New York, Los Angeles, and San Francisco before moving into other major metro areas. Within each metro area, digital-native brands agglomerate into both shopping centers and retail streets located within high-income neighborhoods.
Retail property owners have an opportunity to leverage their expertise in physical retail to assist digital-native retail brands in successfully establishing themselves offline. A brand's first few brick-and-mortar locations are a high-stakes bet that falls outside of the company's core competency. Beyond leasing the physical space, landlords can offer support in identifying store locations, completing tenant improvements, and assisting in the store permitting process. Real estate owners and investors that provide low-capital, turnkey spaces and a streamlined leasing process will be attractive to a growing number of digital-native retail brands.
by Jeffrey Dougherty.
S.M. in Real Estate Development
S.M.inRealEstateDevelopment Massachusetts Institute of Technology, Program in Real Estate Development in conjunction with the Center for Real Estate

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Davin, Joseph. "Essays on the Social Consumer: Peer Influence in the Adoption and Engagement of Digital Goods." Thesis, Harvard University, 2015. http://nrs.harvard.edu/urn-3:HUL.InstRepos:16881890.

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In this dissertation, I study how consumers influence each other in the adoption and engagement of digital goods. In the first essay, I study peer influence in mobile game adoption. Although peer effects are expected to influence consumer decisions, they are difficult to identify in observational studies due selection bias: Friends share common characteristics and behave in similar ways even without peer effects. I use a novel approach to estimate unobserved characteristics which endogenously drive tie formation and use the estimates to control for selection, without need for instruments. This is the first paper to use latent space to reduce bias in peer influence estimates. I find that peers account for 27% of mobile game adoptions, and that ignoring latent homophily would bias the estimates by 40%, in line with previous studies. In some samples, ignoring latent homophily can result in overestimation of social effects by over 100%. In the second essay, I examine the effect of zero rating on consumer behavior in a social net- work. I use Facebook data on millions of users to quantify direct, peer, and long-term effects of zero rating, a campaign where consumers can access digital media over mobile networks for free, on social network activities. I find that zero rating does not have the same effect on all so- cial network activities. While the direct impact of zero rating is positive on all activities, users with more friends on zero rating create less, consume more, and give more feedback on content. In addition, zero rating does not have a uniform effect across consumers. Some consumers benefit more from zero rating than others, and I show that network characteristics can help identify those consumers whose network benefits the most from zero rating.

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Hair, N. "Consumer-to-consumer interpersonal relationships in electronic community : a 'digital' exploration of conceptions, attributes, consequences and personal values in a major UK sporting organisation." Thesis, Cranfield University, 2004. http://dspace.lib.cranfield.ac.uk/handle/1826/11341.

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This doctoral thesis examines the conceptions of interpersonal relationships in a major UK sporting organization's electronic community (MUSO). Focusing on one text-based bulletin board, the research explores the meanings a sample of25 heavy users (insiders) attribute to their interactions with fellow members. Adopting an interpretivist / social constructionist perspective and a virtual ethnographic research strategy this research draws from George Kelly's Personal Construct Theory and Means-End-Chain analysis to explore these meanings as expressed in attributes of interactions, consequences and personal values. The research is split into two main sections, community and sample selection, and the main study. Working with one of the UK's leading moderating organizations, construct elicitation techniques revealed the means by which a sample of electronic communities could be differentiated on the basis of relational activity. Hinde's (1979) model of describing relationships together with a number of practical and ethical considerations were used as a means of identifying a suitable electronic community for the main study. Using a three stage electronic Delphi process, Moderators with experience in managing MUSO were canvassed for their opinions on heavy users (insiders). The main study comprises two approaches. The first involves a wider community interview drawing responses from over 500 members and identifying seven key themes of electronic community use. These are; conflict within the community, debates, entertainment, friendship, interaction, sharing and support. The second involves a number of in-depth electronic interviews exploring the conceptions of meanings of interpersonal relationships amongst insiders. Using a web based construct elicitation software package (WebGridIII) over 400 constructs from 25 participants on relational activity are identified. These are then explored using laddering and pyramiding techniques over instant messenger and email, revealing central attributes, consequences and personal values associated with their use of electronic community. The study identifies over 600 ladders comprising 1800 data points which are used to create hierarchical value maps for electronic community use across the seven key themes previously identified. The thesis makes several contributions to knowledge. To theory, it demonstrates the application of the means-end chain model to interpersonal relationships in electronic environments. It identifies the core values underpinning electronic community use of heavy users and the dominant perceptual pathways connecting the attributes of community use with personal values across the seven key themes. A contribution is further made in the categorization and selection process of electronic communities on the basis of relational activity, practical and ethical considerations. To methodology, the thesis explores the process of conducting virtual ethnography and presents a first hand day by day reflexive account of its activities and experience. The thesis also demonstrates the richness and abundance of data that can be collected using electronic research methods alone. Further contributions are made in the field of ethics identifying the means of safeguarding the integrity of the research process and the safety of participants. Finally practical managerial contributions are made in identifying the role and importance of interpersonal relationships in electronic community in the perceptions of its heavy users.

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Hair, Neil Frederick. "Consumer-to-consumer interpersonal relationships in electronic community : a 'digital' exploration of conceptions, attributes, consequences and personal values in a major UK sporting organization." Thesis, Cranfield University, 2004. http://dspace.lib.cranfield.ac.uk/handle/1826/11341.

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This doctoral thesis examines the conceptions of interpersonal relationships in a major UK sporting organization's electronic community (MUSO). Focusing on one text-based bulletin board, the research explores the meanings a sample of25 heavy users (insiders) attribute to their interactions with fellow members. Adopting an interpretivist/social constructionist perspective and a virtual ethnographic research strategy this research draws from George Kelly's Personal Construct Theory and Means-End-Chain analysis to explore these meanings as expressed in attributes of interactions, consequences and personal values. The research is split into two main sections, community and sample selection, and the main study. Working with one of the UK's leading moderating organizations, construct elicitation techniques revealed the means by which a sample of electronic communities could be differentiated on the basis of relational activity. Hinde's (1979) model of describing relationships together with a number of practical and ethical considerations were used as a means of identifying a suitable electronic community for the main study. Using a three stage electronic Delphi process, Moderators with experience in managing MUSO were canvassed for their opinions on heavy users (insiders). The main study comprises two approaches. The first involves a wider community interview drawing responses from over 500 members and identifying seven key themes of electronic community use. These are; conflict within the community, debates, entertainment, friendship, interaction, sharing and support. The second involves a number of in-depth electronic interviews exploring the conceptions of meanings of interpersonal relationships amongst insiders. Using a web based construct elicitation software package (WebGridIII) over 400 constructs from 25 participants on relational activity are identified. These are then explored using laddering and pyramiding techniques over instant messenger and email, revealing central attributes, consequences and personal values associated with their use of electronic community. The study identifies over 600 ladders comprising 1800 data points which are used to create hierarchical value maps for electronic community use across the seven key themes previously identified. The thesis makes several contributions to knowledge. To theory, it demonstrates the application of the means-end chain model to interpersonal relationships in electronic environments. It identifies the core values underpinning electronic community use of heavy users and the dominant perceptual pathways connecting the attributes of community use with personal values across the seven key themes. A contribution is further made in the categorization and selection process of electronic communities on the basis of relational activity, practical and ethical considerations. To methodology, the thesis explores the process of conducting virtual ethnography and presents a first hand day by day reflexive account of its activities and experience. The thesis also demonstrates the richness and abundance of data that can be collected using electronic research methods alone. Further contributions are made in the field of ethics identifying the means of safeguarding the integrity of the research process and the safety of participants. Finally practical managerial contributions are made in identifying the role and importance of interpersonal relationships in electronic community in the perceptions of its heavy users.

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Mulkeen, J. "An investigation of employee and consumer perceptions of responsible internet gambling." Thesis, University of Salford, 2013. http://usir.salford.ac.uk/28525/.

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Within the UK, the Gambling Act 2005 remains the primary piece of legislation that governs how the gambling industry is regulated. The Act established the following licensing principles upon which gambling practices should be based: that gambling should not be a source of crime or disorder, be associated with crime or disorder or be used to support crime; gambling should be conducted in a fair and open way; and children and other vulnerable people should not be harmed or exploited. Reflecting the general principles of corporate citizenship, the Gambling Act 2005 implies that those organisations which provide gambling products and services should integrate ethics and social responsibility within their operational and strategic frameworks and within their corporate governance. This thesis focuses on employee and consumer perceptions of responsible gambling in general, and specifically in terms of the utility of responsible gambling tools that are available to them. It reviews literature relating to corporate social responsibility and responsible gambling from a variety of perspectives ranging from those who propose that the ultimate responsibility rests with the consumer to those who recommend that gambling organisations should be able to demonstrate compliance with responsible gambling initiatives. The primary data analysis is based on two studies: one focusing on responsible gambling perceptions of 17 employees from a leading Internet gambling provider; and a second study based on 425 consumer perceptions of responsible gambling provisions which were elicited using an Internet based questionnaire. The interviews were analysed using thematic analysis whilst statistical applications including linear regression and multinomial regression were used to analyse questionnaire responses. The analysis highlights factors that undermine the current approach of responsible gambling which is based on the principle of self-identification, self-help and self-regulation by the consumer. For example, it proposes that employee and consumer perceptions of responsible gambling are based on the following four components: perceptions of potential conflicts of interest with a system; willingness to engage with responsible gambling tools; the perceived effectiveness of the responsible gambling systems and the level of responsibility associated with marketing activities. In addition, it distinguishes between financial motives in terms of those who gamble to earn income and those who gamble to win money and it highlights that human factors, such as the need for autonomy and mastery are as significant as social, financial, escape and arousal factors in influencing an individual’s decision to gamble. The study recommends a review of the way in which gambling addiction is diagnosed and research and treatment are funded. This will include challenges for policy makers and providers of gambling products and services in terms of how responsible gambling may further be improved in the future.

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Qin, Yu. "The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads." Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/6931.

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Social media has become an integral part of consumers’ lives and a popular platform for interactive marketing communication. In an age boasting of unprecedented digital connectivity, loneliness (defined as perceived social isolation) has, paradoxically, becoming widespread, affecting consumers’ preferences for products and brands in the marketplace. The present research extends the feelings-as-information theory and develops a conceptual framework in which loneliness modifies people’s cognitive processing style and induces concrete thinking in the context of evaluating social media messages. Using a mixed methods research approach, I first take a close look through the lens of a qualitative study at what it is like for the average consumer to experience loneliness. Additional experiments show that lonely consumers have higher digital engagement with concrete (vs. abstract) social media ads. Broadly, my findings on the effects of loneliness on consumers’ digital engagement with social media ads highlight the fact that loneliness may render different types of social media ads (abstract versus concrete) more or less effective.

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Ferreira, André Luis do Nascimento. "A INFÂNCIA NO TUBO DIGITAL: FELICIDADE VIA CONSUMO?" Universidade Federal Fluminense, 2017. https://app.uff.br/riuff/handle/1/5586.

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CAPES
Este trabalho discute a associação da ideia de felicidade à promoção do consumo pelos youtubers mirins – crianças que produzem conteúdo audiovisual dirigido a outras crianças através da plataforma de vídeos YouTube. Utilizando a análise do discurso e análise de conteúdo como ferramentas metodológicas, busca-se compreender se e de que forma ocorre esta associação. No percurso da pesquisa, busca-se também compreender que elementos caracterizam a presença de abordagem de promoção do consumo, que elementos configuram a presença da felicidade como argumento e que elementos estabelecem elos entre estes dois campos. Esta discussão é realizada com o apoio de revisão bibliográfica que contempla estudos sobre desenvolvimento infantil, caracterização da infância na sociedade, sociedade de consumo, felicidade e consumo, publicidade infantil, marketing infantil, mídia e infância, infância e Internet, e também sobre o papel do YouTube no contexto midiático contemporâneo. A amostra foi composta apenas de vídeos que possuíam algum tipo de indução implícita ou ostensiva ao consumo. Foram analisados ao todo nove vídeos, sendo que todos figuram entre os mais assistidos dentro dos três canais mais populares de youtubers mirins brasileiros. Ao final da pesquisa, foi constatado a presença de elementos discursivos que associam a felicidade ao consumo em todos os vídeos analisados, com presença de ruído em apenas um destes vídeos.
This work discusses the association of the idea of happiness with the promotion of consumption by the kid youtubers – children who produce audiovisual content directed to other children through the YouTube video platform. Using discourse analysis and content analysis as methodological tools, it is sought to understand if and how this association occurs. In the course of the research, it is also sought to understand which elements characterize the presence of a consumer promotion approach, which elements configure the presence of happiness as an argument and which elements establish links between these two fields. This discussion is carried out with the support of a bibliographic review that includes studies on child development, characterization of childhood in society, consumer society, happiness and consumption, children's advertising, children's marketing, media and childhood, childhood and the Internet, and also on the part represented by YouTube in the contemporary media context. The sample was composed only of videos that had some type of implicit or ostensive induction to consumption. A total of nine videos were analyzed, all of which are among the most watched within the three most popular channels of Brazilian kid youtubers. At the end of the research, it was verified the presence of discursive elements that associate happiness with consumption in all analyzed videos, with presence of noise in only one of these videos.

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Coduto, Kathryn D. "Tangibility and Immateriality: Understanding Consumers' Changing Sense of Touch in the Music Industry." Kent State University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=kent1406148708.

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Jarhult, William, and Tobias Köhler. "Corporate strategy in digital- and social media." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20712.

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The purpose of this study was to investigate how companies have linked their corporatestrategy with their digital- and social media strategy. The authors believed that these strategieshad to be connected somehow and wanted to research it further.Qualitative research methodology was utilized in this study. The research data consisted oftwo semi-structured interviews with one employee at Hestra Gloves and one at Kronfönster.The interviews were made after the same protocol in form of questions and documentation.The result of the interviews revealed that both Hestra Gloves and Kronfönster had overallbusiness core values which were reflected in their strategies. Hestra Gloves had a generalbusiness idea which was used as a corporate strategy, they also had a social media strategyand they had working guidelines for their digital channels. Kronfönster followed their corevalues which permeate the whole organization and they had guidelines for both corporatelevel, digital level and social media level.The findings show that the companies which were investigated have linked their corporatestrategy with their digital strategy in a medium way. The findings also show that theinvestigated companies have linked their corporate strategy with their social media strategy ina medium way. The authors conclude that some strategy components are linked in a strongway and that some components are linked in a weak way.

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Silva, Norma Lúcia da. "Marketing digital como estratégia competitiva: o uso do portal digital do Banco do Brasil S.A." Universidade Federal de Goiás, 2016. http://repositorio.bc.ufg.br/tede/handle/tede/5828.

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Financiadora de Estudos e Projetos- Finep
The content covered in this dissertation, entitled "Digital marketing as a competitive strategy: Digital Portal using the Bank of Brazil SA" it is a descriptive and exploratory study. So describes the evolution of information technology in the banking sector and investigates the Digital Portal, available on the platform of this financial institution, contributes to a better relationship between customers three portfolios "Corporate" and that institution, as well as the advantages conferred on the use of it.
O conteúdo abordado nesta dissertação de mestrado, intitulada “Marketing digital como estratégia competitiva: o uso do Portal Digital do Banco do Brasil S.A.” trata-se de um estudo descritivo e exploratório. Assim, descreve a evolução da tecnologia da informação no setor bancário e investiga se o Portal Digital, disponível na plataforma desta instituição financeira, contribui para um melhor relacionamento entre os clientes de três carteiras “Pessoa Jurídica” e a referida instituição, bem como, as vantagens atribuídas quanto ao uso do mesmo.

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Dubus, Antoine. "Strategic information and competition in digital markets." Electronic Thesis or Diss., Université Paris-Saclay (ComUE), 2019. http://www.theses.fr/2019SACLT037.

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Cette thèse étudie les entreprises spécialisées dans la vente d'information personnelles et leurs comment leurs stratégies affectent la concurrence. Nous construisons au cours des trois chapitres des modèles théoriques représentant les interactions entre des courtiers en données spécialisés dans la collecte et dans la vente d'information, des firmes achetant des informations personnelles sur leurs clients, et les consommateurs. Nous étudions en un premier temps les stratégies des courtiers en données quant à la vente d'information pour le ciblage des consommateurs par les prix. Nous montrons que les courtiers en données ne vendent pas toute l'information dont ils disposent, et qu'une partie des consommateurs reste non identifiée. Nous étudions ensuite les stratégies des courtiers en données lorsqu’ils se font concurrence en prix et en quantité de données vendues. Nous montrons que la concurrence affecte les consommateurs de deux manières. Plus la concurrence est forte entre les courtiers, moins ils collectent d'information, mais ils font moins de rétention stratégique d'information. Enfin, nous considérons la réaction des consommateurs lorsqu’ils peuvent se cacher des courtiers en données, et nous montrons que le fait que les consommateurs ont la possibilité de se cacher va inciter le courtier à vendre plus de données consommateurs, créant ainsi une externalité de données. Ces études permettent de répondre à des questions importantes de régulation de la collecte et de la vente d'information, tout en prenant compte un potentiel rôle actif des consommateurs dans ces pratiques
My PhD focuses on how information sellers use consumer information to shape competition on product markets. The three chapters develop theoretical models where the interactions between data brokers specialized in collecting and selling information, firms competing on a product market, and consumers behaving strategically regarding the price they pay and their concern for privacy. Namely we study first the strategies of data brokers selling information to competing firms allowing them to price discriminate consumers. We show that data brokers do not sell all information about consumers but keep a share of unidentified consumers instead. We focus then on competition and mergers between data brokers, and we show that competition affects the uses of information in several directions. Competing data brokers collect less information than monopolists, but sell more consumer data. We show that consumers benefit from competition between data brokers regarding the price they pay on the product market, but the effects on their privacy are two fold. Finally we consider the reactions of consumers who can hide from data brokers and pay a homogeneous price. We show that in order to moderate consumers' willingness to hide, data brokers will identify more consumers on the product market and thus increase competition between firms. Thus the possibility to hide positively affects consumers on the price they pay, as competition is increased, but as more consumers are identified, their privacy concern increases. Overall, this study answers some key questions on the mechanisms of information collection, and uses by data brokers, how they affect competition on the product market, and how consumers react to it when they are concerned both by the price they pay and by their privacy

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Huang, C. T., and 黃爵堂. "The Research in Digital Consumer Goods－Digital TV as An Example." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/36959080468864399844.

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碩士
國立臺灣科技大學
管理研究所
93
With the rapid development of hi-speed internet, terrestrial broadcast, satellite TVs, and cable TVs have all entered the age of Digital Media. Even the telecommunication industry with the advantage of multimedia loading, throws itself into this blooming market. In spite of the hardness confronted by digital TV industry around the world, digitalization of TV industry becomes an inevitable trend due to the swift improvement in modern technology. Facing such immense business opportunity, not only 3C firms are keen to share the market, but traditional electronic plants also want to grasp this chance of TV upgrade. Traditional electronic plants combine their existing technology and channel advantages to devote themselves into further research of digital TV; thus, bring their companies to a greater height. This research is conducted by global broadcasting technology standards and systematically portrays the development overview of cable and terrestrial broadcast, in which the company may learn how to broaden their business-scope. This research gives a sound introduction of digital TV, analyzes future development and the advantage or disadvantage in competition of various types and sizes of digital TV, and provides purchasing references of digital TV for consumers. To realize consumer behavior is critical to a company’s plan of new products which lead the company to advance success due to product differentiation. In the future, digital TV will certainly be equipped with multi-function since the combination of 3C and digital TV is a must. Therefore, the functional value of digital TV in this research will be mainly focused on product functions, product types and 3C integrated products. As to the main point of demanding research, we focus on consumer’s demanding degree of these integrated functions.

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44

Kao, Yu-Chi, and 高宇奇. "Explaining Consumer Acceptance of Online Digital Music." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/10085242623204146151.

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碩士
國立成功大學
交通管理學系碩博士班
95
The global size of online digital music market was $1.1 billion and the total number of songs downloaded on the Internet reached 0.42 billion in 2005. This fast growing market has attracted the attention of worldwide recording industry. The objective of this study is to incorporate influential factors, user’s perception of enjoyment and risk and moral intensity into technology acceptance model (TAM) to examine the causal relationships between perception, intention and usage of online digital music services. We distributed Internet questionnaires on the discussion forums of four major online digital music companies in Taiwan and a total of 371 effective samples were collected. To validate the theory, the extended TAM model was tested using confirmatory factor analysis (CFA) and assessed and modified by structural equation model (SEM). Our findings indicate that perceived ease of use is positively related to perceived usefulness and perceived enjoyment, which in turn have a positive influence on attitude toward intention. Perceived risk instead of moral intensity is negatively related to intention toward usage. Finally, it is newly found in the study that perceived usefulness is related to perceived enjoyment. Some suggestions derived from the findings are summarized for operators and marketers. Simple and easy operational process and humanized interface design of online digital music website make users feel effective and derive cost savings of time and money, and feel enjoyable and curious. The greater risk users perceived on the issues of personal information and quality of music file decreases his/her intention toward usage of online digital music. The high moral intensity toward illegal online music users perceived does not necessarily increase his/her intention toward usage. Effective file/information search, convenient purchase process and time/money saving on online digital music make users feel enjoyable and curious.

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45

Jan, Yu Mei, and 詹玉梅. "Consumer Protection Law for Digital Goods and Services." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/14684162972501755556.

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碩士
東吳大學
法律學系
100
Consumer Protection Law announced since 1994, it had two times of amendment on 2003 and 2005. Though the Consumer Protection article 2, paragraph 10 has expressly regulated the internet provide by the business operators to the consumer for transaction is one of the mail order purchase. The above defined specification, however, still makes some problems and augments when we met the digital goods and services in the Consumer Protection Law on the application especially in it is in the period of cooling-off in which to withdraw from the contract without giving any reason. This study is focus in the case analysis to explore the characteristics of digital goods and services, the legal nature of the transaction contract, the existing regulatory system and the current situation of trade transaction. Finally, the study proposes to amend the paragraph 10 of article 2 of the Consumer Protection Law that recommend to the redefine the definition of mail order purchase, and also acknowledged receipt of changing its name as "The Protection of Consumer in respect of Distance Contracts", so it assured the transaction object is not limited to the type of goods, but also the type of contracts are not limited to sales contract. Meanwhile, the study also comment to incorporate the term that a consumer who does not have opportunity to review the purchased merchandise in the article 19 hat to executes the right to rescind the contract. Furthermore, by amending article 19 of the mail-order purchase is still given to consumers right that a period of at least seven working days in which to withdraw from the contact without stating reasons or paying any expenses or the purchase price. In the meantime, the study refers to Consumer Right Directive of the EUA and Act on specified Commercial Transactions of Japan which are the way to remove out application of the article 19 of the Consumer Protection Law by proviso clause, it will based on a particular transaction object and a certain amount of the trade. In addition, the study expects that business operators provide relevant information and opinions to the authorities for reference in the cooling-off period, such as the return ratio of consumer’s transactions, operating losses… etc, in the process of amending the law of the future Consumer Protection Law. Finally, the study would like to provide the contribution for improving the legal system in order to drive the digital industry booming in the future.

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TSAI, PI-SHU, and 蔡碧淑. "The Research on Digital Consumer Internet Shopping Behavior." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/eghc4s.

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碩士
高苑科技大學
資訊科技應用研究所
106
With the rise of the Internet and the rapid changes in the information age, all manufacturing and consumer transactions depend on the processing and transmission of information. The information on Earth via the Internet is no longer limited to the physical distance. Information from all over the world can be quickly and easily accessed. Of the communication, to create a borderless network space, but also created the prosperity of e-commerce, changing the traditional way of physical store transactions, shopping through the Internet platform, digital consumers can browse a large number of goods within a short period of time Can compare and master the quality of goods, but also through the network evaluation to understand the business reputation; Moreover, the process of consumption will not be disturbed by the store, online also can provide real-time customer service to help consumers solve the shopping Any problems; supplemented by a variety of payment and pick up the way, from the purchase of consumers to pick up can be based on their own preferences to plan, but also significantly shorten the shopping time spent. However, under the condition of extremely prosperous online shopping, this study is intended to explore the mode of online consumer behavior of digital consumers, understand the platforms that consumers are accustomed to using, and their satisfaction with the platform. The main research object is Kaohsiung City Residents sent questionnaires through the Internet platform for census, 367 questionnaires were returned, of which 345 were valid questionnaires. After analysis, the following conclusions were reached: the majority of consumers are female; the apparel category is the main type of goods purchased; the frequency of shopping by sex and There are significant differences in the amount; and several consumers B2C or C2C customary shopping platform, the use of super-merchants to pick up, cash on delivery payment, and the gender pick-up significant differences in the importance of attention to the credibility of online businesses And whether there is a physical store, will be concerned about the purchase of goods have flaws or quality is not as good as expected, choose online shopping because it can be compared to and can be traded at any time, the shopping process is concerned about the quality of goods and prices will be excellent, if there is a discount Vouchers or free shipping will increase the willingness to shop, and the credibility of the platform is the most important consumer; if the platform is friendly , Comprehensive, time-detailed high, use the platform of satisfaction and loyalty will be higher; the same friendliness, comprehensive sexual and detailed satisfaction and loyalty platform can predict satisfaction with the overall platform.

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MING, LEONG JUN, and 梁俊銘. "Establishing consumer experiential marketing model by Digital Technology." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/dthp67.

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碩士
逢甲大學
企業管理學系
106
In this new era development quickly of App in recent years, has made the App device App popular in our life, and it has to be a part of our daily life tools. In this few years, along with the grow up of the IoT a partly from large-scale enterprises, small and medium-sized enterprises had gradually begun to develop App close to users to increase their adherence to use of the App. This research mainly develops an App by self. Through the results of the questionnaire survey, the main functions are included in the design interface. This research mainly discusses regard the expectations and common functions of users when using the App as a research choice of design. This research is based on the “Consumer behavior Survey Questionnaire of Using Digital Technology”, and it uses the 101 valid questionnaires to be returned to learn about the user’s thoughts on the App developed by the Hotpot industry and the considerations included in this research. The main purpose of this research is to explore how to build an App for the user to experience the use of the marketing model, and finally create an improvement and recommendations.According to the survey results, the interviewees a graduate student Feng Chia University were 30 subjects of the study, and 41 other respondents were the guests and staff in the Hotpot restaurant and the research. 33 questionnaires filled by non-related personnel. Three of the questionnaires that were finally returned were invalid. There were a total of valid 101 samples in this study. Hotpot App is different from other Apps in placement movie and photo experience marketing process for users to experience of the App.The analysis of this study from the " Consumer behavior Survey Questionnaire of Using Digital Technology " shows that people generally tend to used functions such as ordering and booking. The Hotpot App feature includes order menu, menu and preview offers that are each linked using a connection list. The App can also launch related promotions at anytime based on store events or seasons to attract users to download Hotpot App and get discounts through announce Hotpot App ordering and positioning. In operation, anyone can simply download the Hotpot App to easily used this interface. Finally, this study developed its application program based on the questionnaires results using MIT App Inventor 2.

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48

Sequeira, Ricardo Leal Ribeiro Neves. "The optimal consumer : targeting the right consumers to meet." Master's thesis, 2016. http://hdl.handle.net/10400.14/20057.

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The present dissertation provides an overview of relevant marketing topics as targeting, competitive advantage and its influence in the firm’s ability to outperform its competitors through analyzing the case study of PharmAssistant, a Portuguese startup that is developing patient engagement solutions to undermine the non-adherence to complex medication regimes. The company developed a smart pill dispenser and a mobile app, thus operating in the digital health market, and now the CEO is having doubts deciding the most efficient path to commercialize its products: should we continue targeting patient with at least one chronic disease or should we target business that can benefit in selling the products. The dissertation uses marketing research to collect information about the company, market, consumers and competitors. Hence, the implications of the findings for the selection of the most desirable target are discuss.
A presente dissertação oferece uma visão geral de tópicos relevantes de marketing como targeting, vantagem competitiva e a sua influência na capacidade de uma empresa superar os seus competidores através da análise do caso de estudo da PharmAssistant, uma startup portuguesa que está a desenvolver soluções que envolvam o paciente, para debilitar a não adesão a regimes complexos de medicação. A empresa desenvolveu uma caixa de comprimidos inteligente e uma aplicação de telemóvel, deste modo opera no mercado de saúde digital. Actualmente o CEO apresenta dúvidas para decidir qual o caminho mais eficiente para comercializar os seus produtos: devemos continuar a ter como alvo pacientes com no mínimo uma doença crónica ou devemos ter como alvo empresas que beneficiem com a venda dos produtos. A dissertação usa pesquisas de mercado para recolher informação sobre a empresa, o mercados, os consumidores e os competidores. Consequentemente, as implicações dos resultados para a escolha do alvo mais desejável são discutidas.

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49

Chen, Hsing-Bai, and 陳星百. "The Design of Digital Rights Management with Consumer Interests." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/38188396598661474141.

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博士
逢甲大學
資訊工程所
97
Extreme changes in information technology coupled with the evolution of digital networks empower consumers to easily make perfect copies of digital contents and to freely disseminate them worldwide. In order to eradicate piracies, the term “DRM” is now in widespread use under the evolution. A broad definition of DRM is a set of technical measures that are used to protect digital content in devices and services from any indiscriminate copyright violations of intellectual property. However, for protecting the interests of content owners without any leaks, the DRM system has been associated with prohibitively tight protection measures that have unnecessarily draconian restrictions on usage rights. Without taking consumers’ behaviors and needs into account, DRM is annoying and has a very negative connotation, such as “Digital Restrictions Management” rather than its denotation “Digital Rights Management” for consumers. This discourages consumers from using the related service again and consequently fails to realize commercial success. As a result, a fairer balancing of the interests of content owners and consumers in a DRM system must be attained. Nevertheless, this goal is diametrically opposed and results in a series of challenges for DRM systems. In this dissertation, firstly, we shall explore and summarize what main requirements are used to reconcile the diverse interests of consumers and content in a DRM system. The requirement is valuable and critical to examine the proposed DRM schemes. In addition, confidentiality and integrity are common security requirements because content is transmitted over an uncontrolled network. Cryptography is a general measure to reach these requirements, and key management is crucial to security and efficiency of cryptographic measure. However, confidentiality, integrity, and key management are independently addressed. A quick response will be gained if they are relative to each other. Accordingly, a new thought "IC-lock" is introduced. This new thought allows key management without extra cost when integrity and confidentiality are completed. It encourages further designing the DRM schemes to improve their security and efficiency. An integrated DRM scheme that comprises three issues is proposed in this dissertation. The first issue is that integrity and confidentiality of content and license must be guaranteed for protecting the content owner’s interests. However, a license server has a heavy burden when it comes to managing a huge amount of content keys corresponding to the contents created by contracting content owners. Therefore, in this dissertation, we shall propose a DRM separate delivery scheme that is based on the main delivery philosophy of a DRM solutioncan and can provide a simple key management for the license server under protecting integrity and confidentiality. The authentication measure that supports the protection of consumer’s interests is required to gain a license if the consumer wants to render a protected content, which is the second issue. A common mechanism is to use user password or a cryptographic key to authenticate the consumer. However, the content owner is concerned that the passwords or keys are easily shared with unauthorized consumers to allow illegitimate access. To eliminate this threat, the license is tied to a specific device, which harms consumers’ rights of using the legally obtained content. This content portability is the most important interest of a consumer. Currently, a measure that ties the license to a specific smart card instead of a certain device is proposed to provide content portability. Nevertheless, the illegitimate access to the content is still not removed if smart card cloning problem occurs. Therefore, the dissertation presents a human-based DRM scheme that ties the license to a specific consumer instead of a smart card or a device. This scheme can protect the interests of the consumer and the content owner. The solutions to the above two issues are based on the assumption that contract relationships exist among the participant. The third issue is to establish the contract relationships. Based on the easy-to-remmember password that is convenient to the consumer and the verifier that protects the password from any disclosure respectively, two trust relationship establishment schemes are proposed to allow a pair of participants to authenticate each other and to negotiate a session key with the assistance of a trusted third party. The DRM developer can choose one of them according to the purpose of convenience or security to establish the contract relationships. In sum, the dissertation presents a complete DRM solution that establishes the contract relationships and provides a fairer balancing of the interests of content owners and consumers. We believe that the proposed DRM solution can encourage consumers to use the DRM service again.

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50

Moormann, Florian Nino. "Consumer´s acceptance of digital wealth managers in Germany." Master's thesis, 2019. http://hdl.handle.net/10400.14/29018.

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Na atual transformação da indústria de gestão de património, os gestores de património digitais têm vindo a atrair um interesse crescente, motivando bancos e start-ups a investir tempo e recursos financeiros no desenvolvimento de advisors digitais baseados em algoritmos. No entanto, a aceitação de mercado de advisors digitais continua baixa e representa um segmento de nicho comparativamente com a indústria tradicional de gestão de património. Tendo em conta que esta área de investigação ainda tem contribuições reduzidas, esta tese tem como objetivo enriquecer a literatura existente através da ilustração dos fatores que levam à adoção de gestores de património digitais, integrando metodologias de aceitação tecnológica e literatura relativa ao comportamento humano. Considerando que a literatura existente referente à adoção tecnológica se tem focado maioritariamente nos ganhos de utilidade positiva, este estudo explora as barreiras dos gestores de património digital do ponto de vista do cliente. Esta tese representa uma sólida contribuição académica através da criação de um modelo centrado no cliente, baseada na Teoria Unificada da Aceitação e Uso da Tecnologia (TUAUT) e complementada com fundamentos da teoria de risco percecionado e fatores individuais característicos. Baseados numa amostra de 216 indivíduos da Alemanha, Áustria e Suíça, os resultados empíricos resultantes de uma análise de regressão múltipla demonstram que a intenção comportamental para utilizar gestores de património digitais foi significativamente influenciada pela expectativa de desempenho e inovação pessoal. Relativamente ao efeito moderador, este estudo concluiu que a duração da experiência de investimento moderou significativamente o efeito da expectativa de desempenho, influência social, conhecimento financeiro e inovação pessoal na intenção comportamental para utilizar gestores de património digitais. De uma perspetiva de gestão, os resultados deste estudo indicam quais os aspetos estratégicos a serem considerados no longo prazo para garantir o sucesso no mercado de massa. As implicações teóricas da utilização da TUAUT e a extensão com a teoria de risco percecionado são debatidas. Este estudo desvenda novas áreas de pesquisa, nomeadamente a área de utilidades negativas, que carece de uma investigação científica mais aprofundada.
In the current transformation of the wealth management industry digital wealth managers have gained recently considerable attention, motivating banks and start-ups to spend budget and time on building digital algorithm-based advisors. However, client’s uptake of digital advice offerings and services is still slow and represents a niche segment compared to the traditional wealth management industry. In order to enrich current knowledge, where academic contribution is almost an untouched field, this study sheds light on what affects individuals to adopt digital wealth managers by integrating and extending existing approaches from technology acceptance and behavioural change literature. As past technology adoption research has focused primarily on the positive utility gains, this research consequently extends that approach by also exploring barriers to the adoption of digital wealth managers from a customer perspective. This work adds valuable empirical findings through the creation of a customer-centric model, which is based on the Unified Theory of Acceptance and Use of Technology (UTAUT) and extended with constructs from perceived risk theory and complemented with individual characteristics factors. Based on a dataset of 216 respondents from Germany, Austria and Switzerland, empirical results from multiple regression analysis demonstrate that behavioural intention to use digital managers was significantly influenced by performance expectancy and personal innovativeness. For the moderating effect, this study discovered that duration of investment experience significantly moderated the effects of performance expectancy, social influence, financial knowledge and personal innovativeness on behavioural intention to use digital wealth managers. From a managerial perspective, the findings show on which strategic aspects to focus in the long-term run to be attractive for the mass market. Theoretical implications of using UTAUT and the extension with perceived risk theory are discussed. The study discloses demand for future research in the area of negative utilities that ought to be further researched.

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Dissertations / Theses on the topic 'Digital consumer'

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