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Al-Darraji, Zainab, Mansour Zahra Al, and Shilan Rezai. "Similarity, Familiarity, and Credibility in influencers and their impact on purchasing intention." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48502.
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Egertz, Linnea, Jonathan Almström, and Benny Truong. "Influencer marketing: What if everything revolves around the consumer’s self-esteem : A study about the purchasing behaviour of Swedish women in relation to influencer marketing." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44077.
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This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. Five different independent variables were identified; Source- Attractiveness, Trustworthiness, Expertise, Similarity, and Tie-strength, which were evaluated in relation to the dependent variable; Purchase intention. Lastly, Self-esteem was introduced as a moderating variable. The goal with the conceptual model was to gain a deeper understanding of how a consumer’s self-esteem may affect their purchasing behavior, as well as which factors that may influence their purchase intention. A quantitative research method was used, and ten hypotheses were developed from the conceptual model. To test the hypotheses and answer the research questions, a questionnaire was distributed with the use of snowball sampling. Overall, 1029 Swedish females who followed an influencer on a social media participated in the survey. It was stated in the results and the analysis that all five independent variables had a significant positive relation on the consumer’s purchase intention. However, data shows that a consumer’s self-esteem solely had a relation on two of the five independent variables; Trustworthiness & Tie-strength. Trustworthiness was found to have a negative relation to the purchase intention, while Tie-strength was found to have a positive relation. A content analysis was conducted in order to identify other factors that the participants in the survey felt had a significant impact on why they followed their favorite influencer. The result of the content analysis identified two more factors that may impact the ability of an influencer to create a purchase. These were the Entertainment value and the Core values of the influencer.
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Ervin, Jennifer. "The Impact of Similarity on Influence Attempts during Group Discussions." Thesis, The University of Arizona, 2012. http://hdl.handle.net/10150/238656.
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Two studies were conducted in order to investigate the role of similarity and influence processes in groups. It was proposed that if group members believe they share one or more salient characteristics (i.e., relevant to the evaluation process) with a target it will (a) fundamentally change the way those group members orient themselves towards that target, and (b) subsequently affect the way those members contribute to the group discussion. Findings suggested that group members who were similar to a target were perceived as having contributed more novel arguments to the group discussion than those dissimilar, and high self-reported levels of communication competence significantly predicted a person's ability to generate arguments about a target. Limitations and future directions are discussed.
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Simmons, Sabrina. "The influence of Thematic relations on similarity and difference." Thesis, University of Warwick, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.487834.
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Nelson, Reid A. "Effects of similarity and tourist status on prosocial behavior : a field study in Spain /." Online version, 2009. http://content.wwu.edu/cdm4/item_viewer.php?CISOROOT=/theses&CISOPTR=320&CISOBOX=1&REC=9.
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Goodson, Ann Lesley. "The influence of parent-child behavioural similarity on parental empathetic responding." Thesis, Bangor University, 2004. https://research.bangor.ac.uk/portal/en/theses/the-influence-of-parentchild-behavioural-similarity-on-parental-empathetic-responding(b1337571-0111-4076-be2b-781c4685bfc5).html.
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Wifall, Timothy Curtis. "Reaching into response selection: stimulus and response similarity influence central operations." Diss., University of Iowa, 2014. https://ir.uiowa.edu/etd/1418.
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This dissertation examines the impact of stimulus and response similarity on response selection. Traditional models of response selection invoke a central processor that operates like a look-up table by matching the perceptually classified stimulus (e.g., green square) to the specified response (e.g., right button press). The look-up property of response selection affords the system the ability to map any stimulus onto any response, even if that stimulus-response has never been paired before. Under such an approach, the degree of perceptual similarity or dissimilarity that exists among stimuli in the environment should have little effect on central operations, the similarity or dissimilarity of the motor response executed in response to a stimulus should not influence response selection, and no interaction between stimulus and response features is permitted, given that stimulus features affect the encoding process, and response features affect the output process, but not response selection itself.
Eight studies examine the influence of stimulus and response similarity during response selection. The first two experiments establish the interaction across different task demands between stimulus and response similarity. The interaction was not the result of perceptual difficulty (Experiment 3) and was extended to a new set of stimuli (Experiment 4). A consequence of the design in Experiments 1 - 4 was that response condition was confounded with response configuration. In one of the response conditions the target location had three competitors on one side of it compared to the other condition where the target had one competitor on one side and two others on the other side. Experiments 5 and 6 examined the separate roles that response configuration and response metrics had on the interaction between stimulus and response similarity. The mechanism that produced the interaction was the result of competition between partially activated stimulus-response alternatives. Experiments 7 and 8 further explored the role of competition during response selection by turning to traditional response selection methodologies that introduce competition through either the presentation of irrelevant stimulus information or through presenting the stimulus along an irrelevant spatial dimension.
These data have broad implications for models of RS. To account for the ability to pair any stimulus modality with any response modality dominant accounts of RS assume that central operations are performed by a generic set of processes that operate over representations that are stripped of metric information (amodal representations). Response selection works as a look-up table that receives a categorized stimulus as an input and returns an abstract response code as output. This type of model cannot produce an interaction between stimulus and response similarity and thus, the present data provide a serious challenge to these types of models. Finally, the data provide evidence that the metric relationship between stimuli and response matter and influence response selection. The co-activation of stimulus-response alternatives are at a level of representation that includes both stimulus and response properties. A framework is presented that captures key aspects of the data.
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Ruys, Kirsten Inger. "The influence of self and similarity on immediate affective impressions of people." [S.l. : Amsterdam : s.n.] ; Universiteit van Amsterdam [Host], 2004. http://dare.uva.nl/document/76549.
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Zhou, Li. "Towards a deeper understanding of store branded lookalikes : similarity judgment and price influence." Thesis, University of East Anglia, 2016. https://ueaeprints.uea.ac.uk/59590/.
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The development of store branded lookalikes (SBLs) imitating established manufacturer national brands has long been a source of friction and dispute between brand manufacturers and retailers. It is evident that retailers often use a close positioning strategy on store brands (SBs) to imitate the look and appearance of leading national brands (NBs) on a wide range of fast moving consumer goods. It is, though, less clear why and how a me-too store brand is perceived to be a lookalike to an imitated national brand. At issue is a fundamental question: What makes a store brand lookalike and imitated national brand look alike? Precisely to what extent do the different packaging features, both in isolation and in tandem, trigger in the consumer’s mind similarity between the two goods? Furthermore, the overall market outcome from the introduction and use of lookalike packaging on store brands is also not clear or evidenced, especially its effect on pricing and more generally how this impacts national brand/store brand competition as well as well as competition between competing retailers each purveying their own store brand. Does offering a closer lookalike allow a retailer to price the store brand higher and close the price gap with the imitated national brand? Does offering a closer lookalike allow a retailer to price higher than rival retailers offering less close lookalike store brands? This thesis seeks to provide some answers to these important questions that have so far received relatively little attention in marketing research. The analysis is based on undertaking different studies of consumers’ perceptions gathered through structured surveys regarding actual national brand and store brand equivalents as well as through experiments in manipulating features of store brands (to control for individual effects) to understand how consumers form judgments over product similarity. Along with additional information provided by respondents on their own backgrounds and their shopping behaviour, this primary data is supplemented with secondary data on market features and outcomes, including market share and sales performance data as well as prices, to allow for consideration of contextual aspects that might influence similarity perceptions and also for analysing how the degree of perceived similarity relates to the price gap between competing products. Collectively, the studies undertaken and iv reported in the thesis provide several new and perhaps counterintuitive insights to improve our understanding of this prevalent marketing phenomenon and its effects on market outcomes as well as the nature of competitive rivalry in positioning and selling FMCG products. On the issue of what makes a brand and a lookalike look alike, the analysis shows that whether consumers perceive a store brand to be a lookalike is initially derived from the physical similarity of its packaging, which is primarily determined by colour, size & shape, and imagery. However, the analysis shows that the context matters. Specifically, the findings show that consumers’ degree of brand loyalty and brand familiarity, as well as their perception of the retailers’ store work together to influence the perception of similarity for a particular pairing of a national brand and the intended equivalent me-too store brand. Accordingly, different consumers will perceive the same product pairings differently based on their experience, tastes and broader perceptions. Regarding the nature of NB and SBL prices, it might be expected that high packaging similarity of SBLs will bring more intense price competition between the SBLs and the targeted NBs they imitate and among competing SBs. There is indeed evidence for this here. However, again, the context is shown to be important. Several marketing context indicators were considered in analysing the price competition between the products. A key finding is that the price gap tends to be wider for NBs that have growing sales (measured by a higher sales turnover compared to the previous year) or have higher market shares in a given category. In contrast, the price gap between an SBL and targeted NB tends to be lower the greater market power of the SBs in a category (measured by store brands share of category sales) and the strength of rival manufacturer brands in the same category (captured by relative brand shares). In terms of cross-retailer rivalry, an SBL tends to be priced more closely to a competing SBL the higher is SB familiarity and the greater the relative strength of the retailer (measured by its retailer market share). In contrast, higher category share held by store brands is found to allow for a wider price gap between competing SBLs. All these effects were tested in numerous FMCG product categories from across the v different leading grocery retailers in the UK, which adds a degree of reassurance about the generality to the studies conducted in this thesis. The findings reported in the thesis add to the existing literature in five significant ways. First, it confirms that colour, when treated in isolation or in tandem with other packaging features, is the most important packaging cue that determines the physical similarity of SBLs. Second, it reveals how various contextual indicators, such as brand loyalty, brand familiarity, and store image, can moderate the similarity perception process. Third, it demonstrates that the close packaging position of an SBL to a targeted NB will intensify the price competition between the NB manufacturer and the retailer. Fourth, it highlights the strategic importance of SBs in assisting retailers with cross-store competition where retailers compete amongst themselves through their SBLs. Fifth, it reveals the necessity of considering the influence of several frequently mentioned marketing performance indicators in this price competing process and these moderate or accentuate the packaging similarity effect, such as the targeted NB manufacturer’s market strength, the general market strength of the SBs, and the competition intensity in the NBs’ market.
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Wenzel, Christoph [Verfasser]. "DNS of compressible turbulent boundary layers: pressure-gradient influence and self-similarity / Christoph Wenzel." München : Verlag Dr. Hut, 2019. http://d-nb.info/1192568362/34.
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Swenson, Nathan Garrick. "The Influence of Phylogenetic and Functional Similarity on Species Coexistence Through Space and Time." Diss., The University of Arizona, 2008. http://hdl.handle.net/10150/194918.
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The problem of species diversity and co-existence in hyper-diverse communities remains. Traditionally ecologists have approached this problem from examining patterns of co-occurrence, interaction matrices and abundance distributions. This work, while productive, generally has rarely explored the role of shared ancestry and species-specific quantitative function in promoting species diversity and co-existence. This has been a critical oversight as simply analyzing the list of Latin binomials in an assemblage ignores the relatedness between taxa as well as the diversity in organismal form and function--the very information relevant to evolutionary, ecological, and historical hypotheses about the distribution of diversity and community assembly. The following research is designed to investigate the role of phylogenetic and functional similarity on species diversity and co-existence through space and time in diverse tropical tree communities. Specifically, I investigate: (i) the role of phylogenetic relatedness in determining community structure from very local to large regional spatial scales; (ii) the role of phylogeny in determining the structure of tree communities at different strategraphic levels in the canopy; (iii) the power of recently developed phylogenetic analyses to detect non-random patterns of co-existence in communities when the phylogenetic tree used is not completely resolved; (iv) the role of functional similarity in promoting co-existence in a Neotropical dry forest through space and across body sizes; (v) whether decadal long trends in forest composition can be explained on the basis of species-specific function; and (vi) variability in a key functional trait across New World forest communities and along the Angiosperm phylogeny.
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Gudleski, Gregory Daniel. "The Influence of Similarity to an Actor on an Observer's Attributions for Negative Behaviors." W&M ScholarWorks, 1998. https://scholarworks.wm.edu/etd/1539626192.
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Ballo, Mattia. "Recommender Systems: Integrazione dell’influenza nei social e della Community Similarity nei modelli di raccomandazioni." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2019. http://amslaurea.unibo.it/17786/.
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Lo scopo di questa tesi è valutare i vari approcci utilizzati per costruire
un recommender system basato sui social network, analizzando i vari algo-
ritmi utilizzati, e valutandone le performance, comparandoli gli uni con gli
altri attraverso delle metriche definite. Successivamente verrà proposto un
indicatore per valutare la bontà di una community per l’applicazione di tali modelli.
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Smurda, Julie Dreon. "The influence of possible selves on perceived similarity and the tendency towards stereotyping and projection." Diss., Restricted to subscribing institutions, 2007. http://proquest.umi.com/pqdweb?did=1472128071&sid=1&Fmt=2&clientId=1564&RQT=309&VName=PQD.
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Zavislak, Naomi M. "The influence of similarity on perceptions of risk for negative outcomes : two laboratory experiments and a field investigation of breast cancer survivors /." Thesis, Connect to this title online; UW restricted, 2004. http://hdl.handle.net/1773/8999.
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Zhao, Wanting. "How will the Stimulus Similarity Influence the Effects of the Presentation Types on Learning and Retention?" Kent State University / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=kent1595011064410022.
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Mebratu, Ashagrie Kefyalew. "Does religious similarity influence the direction of trade? : Evidence from US bilateral trade with other 168 countries." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-17478.
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Despite interest in the influence of religion on economic activity by early economists like Adam Smith, modern economists have done little research on the subject. In light of the apparent religious fervour in many parts of the global economy, economists' seeming lack of interest in studying how religious cultures enhance or retard the globalization of economic activity is especially surprising. In general, trade theories have given less weight towards the reason for trade explanation on demand side. As a contrary to H-O theory Linder had proposed a theoretically sound and empirically consistent trade theory with a new claim for the reasons why countries trade on the demand side. To fill this gap, I use international survey data on religiosity for a broad panel of countries trading with US to investigate the effects of church attendance and religious beliefs on trade. The beliefs are, in turn, the principal output of the religion sector, and the believer alignment to a specific denomination measures the inputs to this sector. Hence, I used an extended gravity model of international trade to control for a variety of factors that determine trade, and I used two regression methods, OLS and WLS, to exploit the model to its fullest. I find that the sharing of same religious cultures by people in different countries has a significantly positive influence on bilateral trade, all other things being equal. These results accord with a perspective in which religious beliefs influence individual traits that enhance trade and economic performance in general. And my attempt to magnify religion as a means to trade is only a derivation of Linder’s overlapping demand theory.
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Fagan, Tamara. "Stereotypes, Perceptions of Similarity, and Cultural Identity: Factors That May Influence the Academic Achievement of Immigrant Students." Master's thesis, University of Central Florida, 2013. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/5936.
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For decades, the United States has been known as the nation of immigrants due to the increasing number of immigrant students in the public school system. Although the population of immigrant students steadily increases annually, American society still pressures immigrants into acculturation to fulfill the United States ideals of academic achievement despite the United States claim of multiculturalism (Malcolm & Lowery, 2011). This research focuses on 1st- and 2nd generation immigrant students' strife of acceptance in U.S. culture, while sill preserving their own native culture, and the influence it has on academic achievement.
The researcher interviewed eight (8) adult participants who are either 1st- or 2nd generation immigrant college students. This qualitative case study research aims to determine if forced acculturation or assimilation using stereotypes and perceptions of similarity effects how immigrant students develop their cultural identity, and the influence it has on academic achievement. Four major themes emerged from the participants' responses: parental approval, peer pressure, environmental influence, and feelings about their ethnic group. Basic findings supported that immigrant students' cultural identity is threatened by stereotypes and perceptions of similarity.M.S.
Masters
Child, Family, and Community Sciences
Education and Human Performance
Early Childhood Development and Education
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Grizzle, Jonhenry Cordell. "The influence of contagion information and behavior on older adolescents' perceptions of peers with chronic illness." Texas A&M University, 2004. http://hdl.handle.net/1969.1/2798.
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To explore attributions about chronically ill peers, 545 older adolescents ages 17-26 read a short vignette describing a brief social encounter with a hypothetical peer suffering from a medical condition, and then responded to a series of questionnaires to assess their perceptions of that peer. Nine measures intended to assess perceptions of ill peers were developed and empirically validated. Test-retest reliability and internal consistency was moderate to good for all measures. Component structure of the Peer Acceptance Questionnaire (PAQ), Peer Acceptance Questionnaire ?? 3rd Person (PAQ-F), and Perceived Similarity Questionnaire (PSQ) were also evaluated. Principal components analysis yielded a 2-factor structure of Openness and Egalitarianism for both the PAQ and PAQ-F. A 6-factor structure of (a) Familial/Spiritual, (b) General Health, (c) Social, (d) Behavioral, (e) Physical, and (f) Educational was suggested for the PSQ. Results indicated an interaction between illness type and behavior on acceptance ratings, such that behavior potentiated the effect of illness type on acceptance. In addition, vignette characters with contagious illnesses were rated less favorably than those with noncontagious illnesses, and vignette characters displaying typical behavior were rated more favorably than either withdrawn or aggressive vignette characters. Illness-specific knowledge, ratings of perceived similarity, and ratings of assigned blame predicted acceptance ratings, whereas illness-specific knowledge and acceptance ratings predicted ratings of assigned blame.
Finally, significant differences were observed between first- and third-person ratings of both acceptance and assigned blame.
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Craig, Gregory (Gregory Lorne) Carleton University Dissertation Psychology. "The effect of unattended digits upon identification of an attended letter; the influence of letter-digit seperation and physical similarity." Ottawa, 1992.
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Tostado, Philip. "When You Aren't Who Your Friends Are: the Moderating Influence of Racial Similarity on the Association Between Friendships and Mental Well-Being." PDXScholar, 2017. https://pdxscholar.library.pdx.edu/open_access_etds/4018.
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Friendships are a mental health resource for adolescents. Their availability and strength have been shown to predict lower levels of depression, higher self-esteem, and higher life satisfaction. They can also alleviate the stress that often leads to negative mental health outcomes. However, studies examining the stress process rarely consider the fact that social networks like friendship groups are not a static resource that effects all people the same way. Rather, demographic characteristics of both the individual and their friends could change the role of friendship networks within the stress process.
In this thesis, I investigate the importance of one such demographic characteristic: race. Racial and ethnic diversity continues to grow in the United States, contributing to an increase interracial and interethnic friendships. It is important to understand what impact racial difference might have on the stress process. In addition to using Leonard Peralin's stress process model to understand these potential effects, I draw upon Gordon Allport’s Contact theory to inform my analysis. Contact Theory attempts to explain why and how intergroup contact leads to changes in racial attitudes. Increases in positive racial attitudes may lower unique stressors often experienced my racial minorities such as racial prejudice and acculturation. This research project provides a starting point for deeper analyses examining how contact theory and the stress process function together. I ask if racially diverse friendship networks affect adolescent mental well being (as measured by mental health and self-esteem) and if the race of the respondent moderate the effects of racial diversity in friendship networks on mental well-being.
To answer these questions, I perform secondary data analysis of survey responses from The National Longitudinal Study of Adolescent to Adult Health. I use public-use, cross-sectional data of adolescents from Wave 1 ('94-'95). Linear regression models predicting adolescent mental health found that racial difference in friendship networks is negatively associated with mental health for white adolescents. For Asian respondents, linear regression models found that racial difference in friendship networks was positively associated with both mental health and self-esteem. Results on Hispanic, Black, and "Other" race adolescents were non-significant.
These results suggest that racial difference in friendship networks have varying associations on mental well-being that depend on the race of the adolescent. White adolescents with more diverse friend groups may experience increased stress resulting from an increased awareness of the racial prejudice that affects their friend's lives. Asian adolescents may benefit from more diverse friend groups because it allows them to find a "sense of belonging" in environments where there is less opportunity to have same-race friendship networks. They also might face less discrimination from different-race peers, allowing the social support benefits of a racially different friendship networks to outweigh any increases in perceived discrimination from peers. The results indicate that future studies should continue studying how demographic characteristics influence the stress process, including the role of social networks. Policies should aim to provide educational resources teaching adolescents how to handle experiences of prejudice and to create positive points of contact for different race peers. Future studies should assess the validity of these results by performing longitudinal analyses that can provide information on how racially different friendship networks buffer specific stressors and discover if the relationships found in this analysis change over time.
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Alshenaifi, Najla. "Follower upward influence tactics and their relationships with job performance ratings : the importance of leader-member exchange (LMX) and leader/follower gender similarity." Thesis, University of Southampton, 2016. https://eprints.soton.ac.uk/402058/.
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This doctoral study focuses on upward influence tactics and the social exchange process which takes place between leaders and their followers. The research posits Leader-Member Exchange (LMX) dimensions as a theoretical mechanism for understanding how upward influence tactics work. More specifically, it analyses the roles of LMX dimensions in mediating the relationship between followers’ upward influence tactics and job performance ratings. Furthermore, it seeks to understand the role of gender similarity in moderating the relationship between upward influence tactics and LMX dimensions. It goes on to query upward influence tactics’ direct and non-linear relationships with job performance ratings, the differences between leaders’ and followers’ reporting of the use of follower upward influence tactics and test their relationships with job performance ratings, and the use of these tactics in the Saudi context. The empirical research for the present study took place in public, private, and non-profit organizations in Saudi Arabia. This is a country which has not been the focus of research on influence tactics to date in the literature. Based on a sample of 389 leader-follower pairs, the results show a number of significant relationships. Results revealed that rationality and self-presentation tactics have positive relationships with job performance ratings while exchange of benefits and upward appeal tactics have negative relationships with job performance ratings. Moreover, LMX-loyalty mediates the relationship between upward influence tactics of rationality, ingratiation, upward appeal, coalition, and self-presentation with job performance ratings. LMX-affect mediates the relationship between upward influence tactics of upward appeal and coalition with job performance ratings. Gender similarity moderates the relationship between rationality ingratiation, upward appeal, coalition, and self-presentation tactics and LMX-loyalty. Specifically, the relationship between these tactics and job performance ratings are mediated by LMX-loyalty in case of the leader and the follower having the same gender. Additionally, non-linear relationships have been found between the use of coalition and upward appeal tactics and job performance ratings within Saudi culture. These latter findings suggesting non-linear effects for some upward influence tactics propose new avenues for conducting research in the area of influence tactics within differing cultural contexts. Finally, while rational persuasion and ingratiation were the most-used tactics, self-presentation was moderately used in Saudi culture. Assertiveness, upward appeal, coalition, and exchange of benefits were used far less by comparison in Saudi Arabian culture.
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Jost, Auf Der Stroth Sebastian August Michael, and Aleksandr Sedov. "Citizen Influencers on Instagram : A quantitative study of persuasiveness and purchase intentions within the fashion industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85490.
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Background: With social media being ever present in today's marketing world, research guiding and aiding this phenomenon is of mount importance. With social credibility and source attractiveness being lucrative schemes on citizen influencers persuasiveness towards target followers on Instagram and ultimately the drive of online purchase intentions, a holistic approach is introduced to understand each key determinant of each phenomena. Purpose: The purpose of this study is to investigate the determinants of citizens influencers’ persuasiveness and its relationship with source credibility and source attractiveness, as well as determining a consumers’ online purchase intention on the social media platform Instagram. Method: The study was written in a quantitative manner, aiding the need for generalizable data within the field. An exploratory research design was used with web-based surveys sent out to the sample selection for completion. Main Findings: Four out of the five hypothesis regarding source credibility and attractiveness towards the persuasiveness of citizen influencers were rejected, indicating interesting results as it contradicts previous literature. Furthermore, online purchase intention hypotheses were found to have more positive alignments towards citizen influencers. Grounds for theoretical and practical implications as well as future research endeavors were found.
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Shabsogh, Nisrein Mohammad Ahmad. "Impact of eWOM source characteristics on the purchasing intention." Thesis, University of Bradford, 2013. http://hdl.handle.net/10454/7518.
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The use of e-mail communication between consumers has been growing and companies are seeking to increase their understanding of this type of private communication medium between consumers. The privacy and cost-effectiveness characteristics of e-mail make it an important communication medium for consumers. Consumers use e-mail to exchange a variety of information including electronic word of mouth (eWOM) about products, services and organisations. The travel industry, the context of this study, is increasingly being delivered online. Understanding what influences consumers and how consumers evaluate eWOM will increase the travel industry’s knowledge about its consumer base. This study aims to contribute to existing knowledge on the impact of eWOM on consumer purchase intention. Its focus is on an interpersonal context where eWOM is sent from the source to the receiver in an e-mail about holiday destination. The study, which was undertaken from a positivist perspective, used qualitative and quantitative research techniques to better understand the influence of eWOM on purchase intention. The literature on word of mouth (WOM) and eWOM was initially examined to identify the major factors that have an influence on the receiver of eWOM. Consistent with previous studies, both perceived expertise and similarity were identified as source characteristics that have an influence on the receiver’s purchase intention. The literature also indicated that trustworthiness belief would have a key effect on the influence of eWOM on the attitude of the receiver. Consequently, this study examined each trustworthiness dimension – ability, benevolence, and integrity – with respect to its role in the influence of eWOM on purchase intention. The literature review also revealed that certain receiver characteristics were important in the process of influence, especially consumer susceptibility to interpersonal influence. The relationships between the variables identified were further developed into the research model, which has its roots in the theory of reasoned-action (Fishbein and Ajzen, 1975) and the dual process theory of influence (Deutsch and Gerard, 1955). Methodologically, a scenario-building approach to developing authentic e-mail was used. The qualitative data gathered from eight focus group discussions were analysed using “framework analysis” (Ritchie and Spencer, 1994) to develop eight scenarios. This was then used to manipulate the moderating variables in the scenario. Three manipulations, each with two levels, were included: eWOM direction “positive and negative”; source characteristic of “expert/non-expert”; and source characteristic of “similar/non-similar”. These scenarios formed part of a questionnaire. The questionnaire was used to collect data from a sample of University of Bradford students. The final number of usable questionnaires was 477. Structural equation modelling was used to determine the validity of the conceptual model and test the hypotheses. In particular, multiple group analysis was used to assess both the measurement and structural models, and to identify the impact of the eWOM direction. The theoretical model that describes the relationships between the exogenous variables (source’s and receiver’s characteristics) and the endogenous variables (trustworthiness dimensions, interpersonal influence and purchase intention) was accepted. The research findings provided empirical evidence on the difference in the impact of positive and negative eWOM on purchase intention. The source’s and receiver’s characteristics and related trustworthiness beliefs, (i.e. ability, benevolence, and integrity) are influenced by the direction of eWOM. The findings show that positive and negative eWOM differ with respect to how they impact on consumers’ attitudes and intentions. For instance, consumers have more belief in the credibility of a source who provides negative eWOM. However, the overall influence of the source’s characteristics tends to be stronger with positive than with negative eWOM. The findings of this study provide insights for both academics and practitioners to understand the potential of eWOM. This might be tailored to help develop more private relationships with customers through e-mail marketing strategies that incorporate eWOM. Negative eWOM is more credible but less directly useful to marketers. Nevertheless, it is important for marketers to realise the significance of managing dissatisfaction and to harness the power of negative eWOM. Similarly, positive eWOM is effective especially when the source is both expert and similar. This might be translated into online marketing campaigns that use consumer-to-consumer discussions in addition to viral marketing. Future research might test the model in different contexts, (e.g. financial services), to provide a more comprehensive picture of the influence of eWOM on purchase intention.
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BOZON, FREDERIQUE. "Influence du nombre de voisins orthographiques sur le traitement des mots et des pseudo-mots : effet inhibiteur ou facilitateur?" Grenoble 2, 1997. http://www.theses.fr/1997GRE29035.
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Nous avons etudie l'influence du nombre de voisins orthographiques (n) dans l'activite de lecture. La question a laquelle nous avons tente de repondre etait : la presence de nombreux voisins facilite-t-elle, ou inhibe-t-elle, la reconnaissance visuelle et la prononciation des mots et des pseudo-mots presentes? nous avons montre qu'en identification perceptive (ip), le n inhibait l'identification des mots alors qu'en prononciation, il facilitait leur traitement. De plus, l'influence du n ne differait pas selon que les mots etaient melanges, ou non, a des pseudo-mots. Dans la tache de decision lexicale (dl), nous avons tente de determiner a partir de quel degre de discriminabilite mot/non-mot, un renversement de l'effet du n pouvait etre observe pour les mots. Nos resultats ont revele que selon la "familiarite" des non-mots utilises (balota & chumbley, 1984), l'influence du n pour les mots pouvait etre facilitatrice ou inhibitrice en dl. De plus, nous avons montre, a l'aide d'une tache de reconnaissance mnesique utilisee a l'issue de la dl, que la variation de la "familiarite" des non-mots engendrait des niveaux de traitement differents pour les mots. Nous avons egalement montre, en dl, que les caracteristiques orthographiques des mots inclus dans la liste pouvaient engendrer un renversement de l'effet du n pour les mots. Pour les pseudo-mots, nous avons montre que l'influence du n facilitait leur traitement en prononciation et en ip alors qu'en dl, nous avons observe que l'influence de ce facteur etait inhibitrice. En resume, nous avons montre que l'influence du n variait pour les mots et les pseudo-mots selon la tache utilisee et pour la tache de dl, selon le degre de discriminabilite mot/non-mot. Nous avons envisage l'implication de nos resultats par rapport aux preductions des modeles et aux donnees de la litterature, et nous avons discute des niveaux de traitement requis par chacune des taches employeesWe have studied the effect of the number of orthographic neighbours (n) on reading. Our main question was : does the existence of many neighbours facilitate or inhibit visual recognition and naming of words and pseudowords? in a perceptual identification task, we have shown that the n effect was inhibitory on word recognition whereas it was facilitatory on word naming. Moreover, these different n effects did not differ when words were mixed with pseudowords. In the lexical decision task (ldt), we have attempted to determine the discrimination degree between words and nonwords from which the n effect for words should vary. Our data have revealed that the n influence on words was either facilitatory or inhibitory as a function of the "familiarity" of the nonwords used (balota & chumbley, 1984). Furthermore, we have shown by using a memory recognition task after the ldt that the variation of nonwords' familiarity induced different processing levels for words. We have also shown that the orthographic characteristics of the words added in the ldt produced a variation of the n effect for words. For pseudowords, we have observed that the n effect was facilitatory in the naming task and in the perceptual identification task whereas we have shown that the influence of this factor was inhibitory in the ldt. In sum, we have shown a variation of the n effect for words and pseudowords as a function of the task used. In the ldt, this influence varied also as a function of the discrimination degree between words and nonwords. From our results, we have discussed the processing level required by each task used and we have considered the implications of our data relative to models' predictions and to others empirical data
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Fossum, Elin, and Hanna Lindhe. "Influencer Marknadsföring – Om samarbetet mellan företag, mellanhand och influencer." Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20166.
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En kvalitativ studie har genomförts där studenterna har arbetat enligt baklängesmetoden med en induktiv ansats. Studenterna genomförde fem stycken semistrukturerade intervjuer med fyra influencers och en mellanhand för insamling av empiri. Detta för att kunna generera kunskap kring hur kedjan kring samarbetet ser ut och vad fördelarna respektive nackdelarna med influencer marknadsföring kan vara. Resultatet av studien visar att influencer marknadsföring kan vara fördelaktigt för företag för ökad försäljning och exponering hos nya kunder. Studien visar även att matchningen mellan företag och influencer är viktig för ett mer lyckat samarbete, därav är mellanhänder en viktig del i kedjan.A qualitative study has been made by using the backwards method and with an inductive approach. Five semi structured-interviews with influencers and intermediaries were used as a method of data collection. This in order to generate knowledge about how the chain of cooperation looks and what the benefits and the respective disadvantages of influencer marketing can be. The main purpose with this study is to generate knowledge about how the chain of cooperation looks and what the benefits and the respective disadvantages of influencer marketing can be. The results of the study show that influencer marketing can be beneficial for companies to increase sales and to expose the brand to new customers. The study also shows that the match between companies and influencers is important for a more successful collaboration, of which intermediaries are an important part of the chain.
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Zietek, Nathalie. "Influencer Marketing : the characteristics and components of fashion influencer marketing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10721.
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The ad blocking hype has brought new challenges for fashion brands to be seen and heard. Therefore new marketing strategies have to be found. Since the usage of mobile devises increased and consumers spend more time on online social networks - influencer marketing had been found as a authentic marketing channel to reach the consumers. Therefore this thesis aims on providing fashion brands a guideline of the components and characteristics of influencer marketing. To accomplish this research objective the qualitative method approach of expert interviews had been chosen and four experts from the fashion influencer marketing were questioned about their daily work with influencers to elaborate their needs and the challenges they are facing. The interviews lead to four core components of influencer marketing: authenticity, long-term relations, co-creation and micro-influencers. Underneath these core components the following sub-components were found: brand fit, exclusivity, visual language, passion, trust, price, creative freedom, and frequent communication. The main conclusion of this study is that working with micro influencers is key a component of influencer marketing. These influencers tend to have high authenticity, are experts in a certain niche and are not motivated by monetary reasons.
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Noske, Karina. "The influence of formal instruction on segmental speech production by German learners of English." Thesis, Stockholms universitet, Engelska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-62163.
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This study examines the influence of formal L2 English instruction (FEI) onpronunciation accuracy of similar and new vowels in the framework of Flege’s SpeechLearning Model (Flege, 1995a, 1999, 2002), focusing on selected segmentalpronunciation features produced by native German speakers. A spectral vowelproduction experiment was carried out with 24 German students who attend sixth, ninthand twelfth grade of a south German secondary school by the time this study wasconducted. Spectral characteristics of the similar vowel /ɛ/ and the new vowel /æ/,produced by each subject of the three groups (G6, G9, and G12), were compared tovowel data of native English speakers. In order to test the influence of formalinstruction on selected phonetic segments, which are known to cause difficulties fornative German learners of English, three native English listeners judged on a three pointscale the intelligibility of the segments produced. The results of the vowel experimentshowed significant influence of FEI on pronunciation accuracy of some characteristicsof the similar vowel /ɛ/ but not of the new vowel /æ/. The listener rating experimentshowed that FEI had on average no influence on pronunciation accuracy of the three L2English learner groups.
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Wabnitz, Luise. "Influencer-Kommunikation deutscher Bibliotheken." Hochschule für Technik, Wirtschaft und Kultur, Leipzig, 2019. https://slub.qucosa.de/id/qucosa%3A34076.
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Influencer werden in der öffentlichen Wahrnehmung seit einigen Jahren zunehmend präsenter. Sie sind besonders einflussreiche Social-Media-Nutzer mit hohen Reichweiten und deshalb attraktive Kooperationspartner für Werbung. Die vorliegende Arbeit untersucht Formen der Zusammenarbeit zwischen Influencern und Bibliotheken mit dem Ziel, künftig Hilfestellung zur Einführung erfolgreicher Kooperationen zu bieten. Die Formenvielfalt der Zusammenarbeit wird an konkreten Beispielen aus der bibliothekarischen Praxis dargestellt. Dazu wurden Experteninterviews mit Bibliotheksmitarbeitern und Influencern geführt, die bereits zusammengearbeitet haben. Die Bandbreite reicht von monatlichen Buchempfehlungen einer Influencerin in der Stadtbibliothek Greifswald bis zum etablierten #blogsofa der Stadtbüchereien Düsseldorf. Auch Beispiele aus Buchhandlungen werden einbezogen.
Es wird deutlich, dass jede Bibliothek mit Influencern kooperieren kann und je nach individuellen Ressourcen verschiedene Formen möglich sind. In einem Leitfaden für die Praxis werden sechs Schritte erläutert, welche die Einführung erfolgreicher Kooperationen künftig unterstützen können. Angesprochen sind vor allem Social-Media-Beauftragte in Bibliotheken, aber auch das interessierte Fachpublikum. Die Ergebnisse sind für alle Bibliothekstypen relevant, Beispiele mit Öffentlichen Bibliotheken überwiegen jedoch. Ebenso ist die Arbeit für Influencer von Interesse, die eine entsprechende Zusammenarbeit anstreben.
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Kúdelková, Andrea. "Testimonial a influencer marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359147.
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The topic of the diploma thesis is testimonial and influencer marketing. The aim of this work is to find out whether influencer increases the likelihood of purchasing a healthy nutritional product for Slovak women aged 20-40 years, and also whether Peter Sagana as a testimonial enhances brand credibility. The theoretical part deals with general communication and presentation of testimonial and marketing influence, their categories and examples. The practical part of the thesis is set into the environment of healthy nutrition. It shows an example of a marketing communication for a company that uses this specific type of marketing. Futhermore, own qualitative and quantitative research is included.
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Bergh, Mikael, Albin Eklöf, and Isak Rydén. "Influencer or Human Billboard? : A study on defining influencer credibility on the Swedish market." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104165.
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The drastic growth of the influencer market has spiked an interest in defining the significance of influencer credibility (IC). This thesis primarily aims to identify which drivers of IC are important to Swedishconsumers and how these can impact purchase intention (PI). The data was collected through a questionnaire shared on social media resulting in a sample size of 201 (N=201). After analyzing the data in SPSS through a nonparametric one sample and independent sample Chi-square test the following characteristics were found as impacting IC and PI. Expertise, trustworthiness, Image quality, entertainment value, and product and endorser fit influence IC and subsequently PI. The personal connection was also found to influence PI and when comparing different influencer sizes a smaller influencer generated substantial IC through a personal connection compared to larger.
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Hamasdi, Kani. "Influencer marketing - en marknadsrättslig gråzon." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-444360.
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Influencer marketing - en av världens snabbast växande och mest framgångsrika marknadsföringsmetoder. Det senaste årtiondet har internetanvändningen ökat bland befolkningen i Sverige och en av faktorerna till denna ökning är tack vare sociala medier. Idag använder nio av tio svenskar sociala medier, och dessa plattformar används även för marknadsföring i säljsyfte. Influencer marketing innebär att en näringsidkare betalar en influerare (ofta kallat det engelska begreppet: ”influencer”) för att få synas i den inflytelserika personens kanal. Att en näringsidkare marknadsfört sig genom en inflytelserik person för att nå ut till sin kundgrupp är inget nytt och det har funnits innan internet. Men i och med att denna marknadsföringsmetod är så pass ny har det varit diffust kring vilka rättsregler som aktualiserats vid influencer marketing och hur de ska tillämpas. Uppsatsen ämnar redogöra för vilka rättsregler som aktualiseras i sociala medier samt hur de tillämpas vid influencer marketing. Sammantaget visar uppsatsen slutsats på att vilka rättsregler som aktualiseras och hur de tillämpas vid marknadsföring via influerare beror på framställningen av inläggen, det vill säga om det är av kommersiell natur eller redaktionell natur. Dock att gränsdragningen mellan kommersiell och redaktionell natur kan vara en gråzon.
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Virkkunen, Paula, and Elsi Norhio. "Becoming a Social Media Influencer : Describing the journey of becoming a successful social media influencer." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44168.
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Bowen-Jenkins, P. E. "Molecular similarity." Thesis, University of Oxford, 1986. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.375235.
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Johansson, Isak, and Eriksson Jonas Bederoff. "Matrix similarity." Thesis, KTH, Skolan för teknikvetenskap (SCI), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-194214.
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This thesis will deal with similar matrices, also referred to as matrix conju- gation. The rst problem we will attack is whether or not two given matrices are similar over some eld. To solve this problem we will introduce the Ratio- nal Canonical Form, RCF. From this normal form, also called the Frobenius normal form, we can determine whether or not the given matrices are sim- ilar over any eld. We can also, given some eld F, see whether they are similar over F or not. To be able to understand and prove the existence and uniqueness of the RCF we will introduce some additional module theory. The theory in this part will build up to nally prove the theorems regarding the RCF that can be used to solve our problem. The next problem we will investigate is regarding simultaneous conjugation, i.e. conjugation by the same matrix on a pair of matrices. When are two pairs of similar matrices simultaneously conjugated? Can we nd any necessary or even sucient conditions on the matrices? We will address this more complicated issue with the theory assembled in the rst part. 2
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Diango, Kouadio Alphonse. "Influence des pertes thermiques sur les performances des turbomachines." Phd thesis, Conservatoire national des arts et metiers - CNAM, 2010. http://tel.archives-ouvertes.fr/tel-00598488.
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Résumé en français : Dans les turbomachines conventionnelles, l'estimation des performances (rendement, puissance et rapport de pression) se fait en général en admettant l'adiabaticité de l'écoulement. Mais, de nombreuses études ayant montré l'influence négative des échanges thermiques internes et externes sur les performances des petites turbomachines dans les faibles charges et aux bas régimes, cette hypothèse ne peut plus être recevable. L'objectif principal de cette thèse est de contribuer à lever l'hypothèse d'adiabaticité.Une étude préalable de l'état de l'art a permis de relever les différents types de transferts thermiques dans les turbomachines et de circonscrire notre étude.Puis, une analyse exergétique généralisée, ayant pour but la prise en compte des deux principes de la thermodynamique, a été effectuée et l'évolution de l'indice de performance caractérisant le niveau d'énergie récupérable en fonction des échanges thermiques est étudiée.Les performances des turbomachines à fluide compressible sont généralement représentées sous forme graphique dans des systèmes de coordonnées adimensionnelles établies avec l'hypothèse d'adiabaticité. Ces cartographies couramment utilisées par les exploitants et constructeurs ne conviennent pas aux machines fonctionnant avec transferts thermiques. L'étude de la similitude des turbomachines thermiques à fluide compressible présentée dans ce travail, propose de nouvelles coordonnées adimensionnelles pouvant être utilisées aussi bien en adiabatique que dans les écoulements avec transferts thermiques.Enfin, nous proposons un protocole de mesures et un modèle numérique pour l'évaluation des transferts thermiques dans un turbocompresseur.Certains résultats obtenus montrent que les performances calculées avec l'hypothèse d'adiabaticité de l'écoulement du fluide sont surestimées. Les nouvelles lois de la similitude proposées généralisent le théorème de Rateau au fluide compressible fonctionnant dans n'importe quelle condition et permettent de calculer les échanges thermiques à chaud à partir des résultats d'essai à froid. Une donnée supplémentaire (température de refoulement) est néanmoins nécessaire pour la prédiction complète des performances et des échanges thermiques.Le modèle numérique de calcul des échanges thermiques proposé donne des résultats en accord avec ceux attendus, mais nécessite des données réelles issues de mesure sur banc pour une validation complète.
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Larsson, Josefine, and Marie-Louise Åhgren. "Influencer Marketing : En kvalitativ studie om hur olika organisationer inom livsstilsbranschen förhåller sig till influencer marketing." Thesis, Mittuniversitetet, Institutionen för medie- och kommunikationsvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-36565.
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Användandet av sociala medier fortsätter att växa allt mer. Influencer marketing är ett relativt nytt fenomen, och många företag väljer att använda sig utav influencers för att marknadsföra sina produkter. Syftet med denna studie är att utifrån ett kommunikationsperspektiv undersöka hur olika organisationer inom livsstilsbranschen förhåller sig till influencer marketing. Detta för att utveckla en förståelse för hur organisationer jobbar med influencers som en del av marknadsföringsstrategin.
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West, Antonia, and Daniel Radisevic. "En effektivare influencer marketing : En studie om hur företag kan optimera sin användning av influencer marketing." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-44418.
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Today, the consumers have become more and more immune to traditional marketing, such as the use of TV-commercials. With social media, the rules of marketing changed, and the most effective way to reach customers today is through influencer marketing. However, influencer marketing is still considered to be a new phenomenon with few established practices. The aim of this study is to develop an understanding for what precise actions companies can take to make their use of influencer marketing more successful. This study will therefore address the following research question, “What factors are important for a more effective use of influencer marketing?”. To achieve this, the study will have an deductive research approach, and make use of qualitative, semi-structured interviews. The findings of this research show that long-term collaborations with micro-influencers, and a specific target group are key components for an effective use of influencer marketing. Other important factors are selecting influencers with a passion towards the products, congruence between the influencer and the company, and lastly higher company transparency.Utifrån analysen av det empiriska materialet, kunde studien konstatera att det var effektivt att bygga upp långsiktiga samarbeten med mindre influencers, tydlig kongruens mellan influencern och varumärket denne marknadsförde var viktigt för att öka köpintentionen, vikten av att influencern verkligen brinner för produkten den marknadsför, och ökad professionalism och transparens i samarbetet med en influencer var viktiga faktorer för att skapa effektiva influencer marknadsföringskampanjer.
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Ring, Alisia, and Nevalainen Jennifer Hennessy. "Influencer marketing och köpintention på Instagram : En studie om hur konsumenters köpintention påverkas av influencer marketing." Thesis, Högskolan Väst, Avd för medier och design, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hv:diva-14410.
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The presented bachelor thesis investigates which aspects of influencer marketing may affect the purchase intentions of women in the ages between 18-30 years. The study was conducted by interviews and questionnaires with a focus of attention on consumer shopping habits and Instagram usage. To analyse the collected data, we have applied relevant theories from the research fields of marketing, semiotics and cognition. This formed the theoretical basis when studying respondents answers and allowed identifying the factors that could affect their purchase intentions. The results showed that there was one factor that acted as a direct stimulant of the purchase intention, while four other factors had an indirect effect. The salient aspect was shown to be "consumer attitude" which marked itself as a dominant factor throughout the whole evaluation process. The other aspects of "source credibility", "source attractiveness", "product match-up" and "meaning transfer" where shown to have a combined impact on the purchase intentions, although no individual parameter could be shown as directly influential on its own. The study also revealed that the metric "meaning transfer" contained several underlying variables. These variables were shown to be linked to both cognition and semiotics as the image composition was able to stimulate the consumer attitude which was the dominant factor relating to purchase intention.Följande uppsats undersöker vilka aspekter av influencer marketing som kan påverka köpintention för kvinnor mellan 18–30 år. För att besvara frågan genomfördes intervjuer och enkätundersökningar, med fokus på konsumenters shoppingvana och Instagram-användning. För att tolka den insamlade empirin har vi vänt oss till relaterad forskning och teorier som berör marknadsföring, semiotik och kognition. Utifrån dessa teorier har respondenternas svar granskats, för att hitta eventuella faktorer som kan påverka deras köpintention. Resultatet visar att det fanns en aspekt som direkt stimulerade köpintentionen, medan fyra andra påverkade indirekt. Den primära aspekten "consumer attitude" visade sig vara en relevant och genomgående del under hela utvärderingsprocessen. "Source credibility", "source attractiveness", "product match up" och "meaning transfer" är i sin helhet relevant, dock kunde ingen av dessa fyra konstruktioner på egen hand ledas direkt till köpintentionen. Utifrån studien framkom det att "meaning transfer" hade flera nivåer. Dessa nivåer kunde kopplas till både kognition och semiotik, då bildkompositionen kunde stimulera konsumenternas attityd som är den huvudsakliga faktorn som påverkar köpintentionen.
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Jonasson, Jennifer, and Carolina Levinsson. "Influencer marketing : Mode- vs. IT-branschen." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21640.
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Influencer marketing är ett växande fenomen och blir alltmer vanligt som marknadsföringsverktyg på sociala medier. Efter att granskat tidigare forskning upptäckte vi att det tidigare inte forskats mycket kring hur influencer marketing skiljer sig åt mellan olika branscher. Syftet med studien är att ta reda på vilken roll begreppen trovärdighet och identitethar i mode- (hedonism) och IT-branschen (utilitarism/hedonism) när det gäller användandet av influencer marketing, ur ett samhällsperspektiv. Resultatet ska bidra med ökad förståelse kring upplevda skillnader mellan de olika branscherna som i sin tur kan bidra med information tillföretag som klassificeras som hedonistiska och utilitaristiska vid deras användande av influencer marketing. Frågeställningarna som ställdes var:1. På vilket sätt kan mode- och IT-branschen kopplas till hedonistiskt samt utilitaristisktvärde?2. Vilka skillnader, kopplat till begreppen trovärdighet och identitet, uppleverkonsumenterna att det finns av användningen av influencers på sociala medier inom mode- respektive IT-branschen? För att kunna besvara studiens frågeställningar inleddes studien med en så kallad förstudie. Förstudien bestod av två semistrukturerade intervjuer, en med ett IT-företag och en med ett modeföretag. Målet med förstudien var inte att genomföra en fulländad kvalitativ studie utan målet med förstudien var att få en inblick i ämnet vi valt att skriva om och hur branscherna såg på ämnet. Syftet med förstudien var också att tillsammans med svaren som erhållits frånenkätundersökningen kunna besvara studiens två forskningsfrågor. Studiens huvudfokus var enkvantitativ studie med en enkätundersökning som spreds via Facebook, e-mail och sms. Målet med enkäten var att fånga upp konsumenternas perspektiv på influencer marketing på sociala medier kopplat till upplevda skillnader mellan mode- och IT-branschen kopplat till studiens tvåhuvudbegrepp identitet och trovärdighet. Resultatet av studien indikerar att modebranschen upplevs ligga i framkant när det kommer tillanvändandet av influencer marketing. Detta kan till stor del bero på själva användandet av modeprodukter jämfört med IT-produkter. Modebranschen går främst att koppla tillhedonistiska värden medan IT-branschen är svårare att definiera. Detta kan ha haft en storpåverkan på varför IT-branschen inte använder sig av influencer marketing i lika stor grad som modebranschen gör. Studien kom dock fram till att det finns belägg till att IT-branschen, som har inslag av såväl hedonistiska värden som utilitaristiska, även kan erhålla positiva effektergenom användandet av influencer marketing. Studien tyder på att det inte existerar någon större skillnad när det kommer till trovärdighet mellan branscherna. Det upplevs vara av betydanderoll för såväl mode- som IT-branschen. När det kommer till identitet gav studien dock belägg på att det finns en skillnad mellan branscherna, då identitet upplevs vara viktigare förmodebranschen. Vilket kan bero på att identitet spelar en större roll när det kommer till merhedonistiska branscher.Influencer marketing is a growing phenomenon and is becoming more and more common as a marketing tool on social media. After reviewing previous research we discovered that there has not been much research in the past about how influencer marketing differs between different industries. The purpose of this study is to find out what role the concepts of credibility and identity have in the fashion- (hedonism) and the IT-industry (utilitarianism / hedonism) when it comes to the use of influencer marketing, from a societal perspective. The result will contribute to increased understanding of perceived differences between the various industries, which in turn can contribute information to companies classified as hedonistic and utilitarian in their use of influencer marketing. This essay will be written in Swedish and the questions this study examines are: 1. In what way can the fashion and IT industry be linked to hedonistic and utilitarian values? 2. What differences, linked to the concepts of credibility and identity, do consumers perceive that there is between the fashion- and the IT-industry when it comes to the use of influencers on social media? To be able to answer the study's questions, the study started with a so-called pree study. The pree study consisted of two semi-structured interviews, one with an IT company and one with a fashion company. The aim of the pree study was not to carry out a complete qualitative study, instead the purpose of the pree study was to gain an insight into the subject we have chosen to write about and how our representatives of the industries looked at the subject. The purpose of the pree study was also to be able to answer the two research question, together with the answers obtained from the survey. The main focus of this study was a quantitative study with a survey conducted via Facebook, e-mail and sms. The aim of the survey was to capture consumers’ perspectives on influencer marketing on social media linked to perceived differences between the fashion- and IT industry linked to the study's two main concepts of identity and credibility. The result of our study indicate that the fashion industry is perceived to use influencer marketing more often, which can depend on the use of fashion products compared to IT products. The fashion industry is mainly linked to hedonic values while the IT industry is more difficult to define. This may have had a major impact on why the IT industry does not use influencer marketing to the same extent as the fashion industry does, but the study concluded that there is evidence that the IT industry, which has elements of both hedonic and utilitarian values, can also obtain positive effects through the use of influencer marketing. The study indicates that there is no greater difference when it comes to credibility between the industries. It is perceived to be of significant role for the fashion industry as well as for the IT industry. When it comes to identity, the study showed that there is a difference between the industries. IIIIdentity is considered to be more important for the fashion industry. Which may be because identity play a larger role when it comes to more hedonistic industries.
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Rönngren, Bianca. "Influencer marketing : Reklamidentifiering och särskilda intressen." Thesis, Stockholms universitet, Juridiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-157003.
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Influencer marketing has rapidly become a popular marketing method where so-called influencers get compensated to promote businesses on their social media platforms. The idea is that by advertising through an influencer, a company reaches an already positive audience with a high inclination to consume the products or services being advertised. It is common that the influencers themselves design the advertisements, with personal appeal to his or her followers, and in a form that makes the marketing blend among other, non-commercial, content on the social media platform. Consequently, the advertisement may border on hidden marketing. According to the requirement of advertising identification in the Marketing Act (2008: 486), paragraph 9, all marketing must be designed and presented so that it is clearly identifiable as marketing. However, the requirement is generally held and it has been noted within the judicial system that it is difficult to apply on influencer marketing. It is unclear how advertisements in social media should be designed to fulfil the demands of the law. Some of the legal aspects of influencer marketing are yet to be straightened out. Thus, the purpose of this thesis is to clarify the following: i) how is the requirement constructed and how compatible is it with influencing marketing, ii) whose interests are taken account of and ii) could the requirement be held in a more distinct way to make it easier to abide by? The thesis concludes that the legal requirements could be clearer and therefore easier to comply with. One suggestion is to insert a more action-directing wording in the advertising identification paragraph in the Marketing Act, which safeguards the principle that marketing may not be presented as non-commercial content. Another is to renounce that principle and instead impose an explicit claim on advertising markings, which does not imply any closer regulation of the content of commercial messages. The thesis ends with a discussion about whether different aspects of the current legal regulation are favourable and non-favourable for the different parties involved, noting that the business sector has the greatest appreciation of the current legal position.
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Navarro, Daniel. "Representing stimulus similarity." Title page, contents and abstract only, 2002. http://web4.library.adelaide.edu.au/theses/09PH/09phn322.pdf.
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Bibliography: p. 209-233. Over the last 50 years, psychologists have developed a range of frameworks for similarity modelling, along with a large number of numerical techniques for extracting mental representations from empirical data. This thesis is concerned with the psychological theories used to account for similarity judgements, as well as the mathematical and statistical issues that surround the numerical problem of finding appropriate representations. It discusses, evaluates, and further develops three widely-adopted approaches to similarity modelling: spatial, featural and tree representation.
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Malim, Nurul Hashimah Hassain. "Enhancing similarity searching." Thesis, University of Sheffield, 2011. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.540599.
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Beltz, Brandon C. "Revisiting orthographic similarity." Fairfax, VA : George Mason University, 2009. http://hdl.handle.net/1920/4545.
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Thesis (Ph.D.)--George Mason University, 2009.Vita: p. 119. Thesis director: Christopher T. Kello. Submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Psychology. Title from PDF t.p. (viewed June 10, 2009). Includes bibliographical references (p. 114-118). Also issued in print.
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Nysater, Richard, and Tobias Reinhammar. "Song Similarity Classication." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-134955.
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The purpose of this study was to investigate the possibility of automatically classifying the similarity of song pairs. The machine learning algorithm K-Nearest Neighbours , combined with both bootstrap aggregating and an attribute selection classier, was rst trained by combining the acoustic features of 45 song pairs extracted from the Million Song Dataset with usersubmitted similarity for each pair. The trained algorithm was then utilized to predict the similarity between 50 hand-picked and about 4000 randomly chosen pop and rock songs from the Million Song Dataset. Finally, the algorithm was subjectively evaluated by asking users to identify which out of two randomly ordered songs, one with a low and one with a high predicted similarity, they found most similar to a target song. The users picked the same song as the algorithm 365 out of 514 times, giving the algorithm an accuracy of 71%. The results indicates that automatic and accurate classication of song similarity may be possible and thus may be used in music applications. Further research on improving the current algorithm or nding alternative algorithms is warranted to draw further conclusions about the viability of using automatically classied song similarity in real-world applications.Syftet med denna studie var att undersoka huruvida det ar mojligt att automatiskt rakna ut hur lika tva latar ar. I studien anvandes maskininlarningsalgoritmen k narmaste grannar tillsammans med bootstrap aggregering och en klassicerare som sallar bort ovidkommande egenskaper. Algoritmen tranades forst genom att kombinera ett ertal akustiska parametrar med anvandares likhetsbedomningar for 45 latpar skapades genom att kombinera 10 latar uttagna fran The Million Song Dataset med varandra. Den tranade algoritmen anvandes sedan for att rakna ut likheten mellan 50 handplockade och ungefar 4000 slumpmassigt valda pop- och rocklatar fran the Million Song Dataset. Avslutningsvis utvarderades resultaten genom en andra fas av anvandartestning. Anvandare blev ombedda att lyssna pa en mallat, en av de 50 handplockade latarna, foljt av en av de latar som algoritmen matchat som mycket lik och en lat som den matchat som mycket olik, i slumpmassig ordning. Anvandaren ck sedan valja vilken av de tva latarna som tycktes likna mallaten. Algoritmen och anvandaren valde samma lat i 365 av 514 fall, vilket ger algoritmen en trasakerhet pa 71%. Resultaten tyder pa att det kan vara mojligt att utveckla en algoritm som automatiskt kan klassicera likhet mellan latar med hog precision och darmed skulle kunna anvandas i musikapplikationer. Ytterligare utveckling av algoritmen, eller forskning pa alternativa algoritmer, ar nodvandigt for att kunna dra vidare slutsatser om hur anvandbart automatisk uppskattning av latlikhet ar for verkliga tillampningar.
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Sahlander, Julhia, and Lovisa Samuelsson. "Artist och Influencer? : En kvalitativ studie om artister och deras möjlighet att implementera influencer marketing i sin marknadsföring." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-101299.
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Research shows that influencer marketing is an effective way to market on social media. Scientists argue that consumers rely on influencers to help them decide on their purchases and guide them through the whole process. In a world where everyone can become an artist, it can be a struggle to stand out among the crowd. This is why this study aims to investigate if influencer marketing can be a new way for artists to reach various audiences and target groups. We want to explore the possibilities for swedish artists to implement influencer marketing as a way of strengthening their personal brand. The empirical data is based on eight different interviews and observations on social media conducted through a period of time of about two months. The average time of the interviews was 37 minutes. The results of this study shows that artists are willing to implement influencer marketing into their lives. This includes doing more collaborations with other influencers and companies. This study shows that there are two ways for an artist to implement influencer marketing into their marketing strategies. An artist can either collaborate with some established influencers and use their platforms to push their music out on social media. This could lead to the artist reaching a new audience and hopefully gain more followers. We also saw that the artist has the possibility to become an influencer in the sense that they collaborate with other brands on their social media platforms. This study shows that there might be risk with connecting your own brand to another but we can not find any major obstacles if the collaboration seems genuine and follows with the artists brand.
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Wannberg, Stella, and Gustav Olsson. "Att integrera etik i influencer marketing : en process för framgångsrikt arbete med influencer marketing ur ett etiskt perspektiv." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149452.
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Denna studie utforskar hur de etiska problem och dilemman som finns i marknadsföringsmetoden influencer marketing kan arbetas med på ett bättre sätt. Detta görs utifrån perspektivet av hur byråer aktiva inom influencer marketing kan integrera arbetet med etik i influencer marketing för att på så sätt skapa bättre förutsättningar att minimera och lösa de etiska problem och dilemman som finns med arbetet. Motivet bakom detta är att influencer marketing som metod är en kombination av betald- och förtjänad media, involverar arbete från flera kommunikationsdiscipliner och i stor utsträckning saknar generella etiska arbetsmetoder. Detta skapar i sin tur en grund för etiska problem och dilemman att gro. Det är upp till byråer aktiva inom influencer marketing att ta upp kampen med de etiska aspekterna då de som skapare av strategierna till arbetsmetoder och i många fall även materialet i sig, står som ansvarig för de etiska aspekterna av metoden. Detta anser de olika kommunikationsdisciplinerna – såsom reklam och PR – är komplext, då det i dagsläget saknas bra praktiska tillvägagångssätt som inte påverkar metodens kvalitet. Den process som integrerar etik i arbetet med influencer marketing vilket presenteras i denna studie bemöter denna problematik genom att argumentera varför byråer ska arbeta med att integrera etik i arbetet med influencer marketing. Vidare förklarar denna process hur arbetet ska utföras samtidigt som den mer konkret benämner vad som ska göras. Sammanfattningsvis handlar detta om att arbetet med influencer marketing går att ses som en process bestående av sex steg, där det etiska arbetet ska integreras i respektive steg. Det etiska arbetet är baserat på vetenskaplig teori om hur etik arbetas med på ett framgångsrikt sätt och integreras därefter in i processen för influencer marketing. För att uppnå ett kvalitativt resultat så bör arbetet med både influencer marketing och etik ses som iterativt. Detta då det ibland kan behövas tas flera steg bakåt i processen. För att således ta sig framåt i processen behöver byråer aktiva inom influencer marketing både arbeta med etik och influencer marketing. Slutligen skapar denna integration ett bättre sätt att arbeta med influencer marketing och ett resultat som är gynnsamt för såväl kund som samhälle.
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Schendel, Zachary Adam. "The irrelevant sound effect similarity of content or similarity of process? /." Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1148590088.
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Xiang, Hua. "Similarity-based virtual screening : effect of the choice of similarity measure." Thesis, University of Sheffield, 2014. http://etheses.whiterose.ac.uk/5662/.
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The aim of the research was to identify novel similarity measures for similarity-based virtual screening. Similarity-based virtual screening is at the lead identification stage of drug discovery process and normally requires explorations in large scale databases. Thus, the improvement of accuracy of the methods employed could result in a significant enhancement of effectiveness of the whole process of drug discovery. There are three key components involved in similarity-based virtual screening, i.e., structural representations, similarity coefficients and weighting schemes. The research focuses on the choice of similarity coefficient and weighting scheme. Three investigations have been conducted: investigation of interactions between weighting schemes and similarity coefficients; comparison of binary coefficients and evaluation of similarity coefficients using weighted fingerprints. Four chemical databases were used, i.e., MDDR, WOMBAT, MUV and ChEMBL. The results show that there are strong, and often quite subtle, interactions between the similarity coefficient and the weighting scheme comprising a similarity measure. They also exhibit that, although the Tanimoto coefficient remains one of the most practical coefficients for use in similarity-based virtual screening on binary representations, it may not be the coefficient of choice when weighting schemes are applied. In addition, other coefficients were identified as favorable for similarity-based virtual screening when weighted fingerprints are available. The findings indicate that the study of the combinations of weighting schemes and similarity coefficients could make a significant contribution to similarity-based virtual screening.
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Akopov, Tatiana, and Evelina Andersson. "Influencer Marketings påverkan på millennials etiska klädkonsumtion." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-161244.
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Digitaliseringen inom marknadsföring har resulterat i att företagen numera lägger stor vikt vid att synas på sociala medier, vilket gett upphov till en omfattande användning av Influencer Marketing. Detta används särskilt effektivt vid marknadsföring av kläder mot målgruppen millennials, via Instagram. Samtidigt ger klädbranschenupphov till omfattande miljöproblem, vilket tyder på att konsumtionen av kläder i dagens samhälle inte är hållbar, varken miljömässigt eller socialt. Inom området för Influencer Marketing identifierades därmed ett kunskapsgap gällande avsaknaden av ett hållbarhetsperspektiv på konsumtion. Utifrån detta kunskapsgap formulerades innevarande studiens frågeställning till hur Influencer Marketing kan bidra till hållbarhet och etisk konsumtion bland millennials. Därmed fokuseras studien till en generation med hög betydelse både inom Influencer Marketing och hållbarhet. Målsättningen var att ta reda på hur Influencer Marketing av kläder kan bidra till ett mer hållbart samhälle, istället för mindre hållbart, som det gör i nuläget genom överdriven klädkonsumtion med tillhörande konsekvenser för miljö och samhälle. Syftet med studien är att skapa djupare förståelse av Influencer Marketings betydelse för hållbarhet och etisk klädkonsumtion bland millennials. På så sätt ska undersökningen hitta faktorer i influencers offentliga livsstil och i reklamsamarbeten på Instagram, som påverkar millennials attityder till hållbarhet, etisk klädkonsumtion positivt. Genom att studera dessa attityder i en kvalitativ ansats, kan Influencer Marketings påverkan på millennials konsumtionsbeteende undersökas, utifrån den teoretiska ramen för innevarande studie. Den teoretiska ramen inkluderar Influencer Marketing, hållbarhet och etisk klädkonsumtion, samt millennials utmärkande konsumentbeteende. Utifrån denna ram genomfördes åtta semistrukturerade djupintervjuer med kvinnliga millennials. Trots detta urval är inte målet med studien att begränsa resultatet endast till kvinnliga millennials. Det empiriska resultatet analyserades i förhållande till den teoretiska ramen med en tematisk analys. Denna analys ledde till slutsatser om att Influencer Marketing har hög potential att påverka millennials till hållbarhet och etisk konsumtion, men att det krävs specifika åtgärder hos både företag och influencers. Dessa åtgärder sammanfattas i en ny strategi för Influencer Marketing. Strategin visar på specifika beteenden och egenskaper hos influencers, samt företagens åtgärder och val av influencers, som kan göra att Influencer Marketing bidrar till hållbarhet och etisk konsumtion bland millennials. Studiens praktiska bidrag är således ökade förutsättningar för en utveckling mot ett hållbart samhälle, både bland konsumenter och företag, genom etisk klädkonsumtion. Teoretiskt bidrar studien med en omfattande teoretisk ram för hur Influencer Marketing kan bidra till hållbarhet, genom en strategi inom Influencer Marketing med ett hållbarhetsperspektiv som tidigare saknades.