With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. Originating from this development was the concept of user-generated content (UGC), which implies that people were able to enrich each other’s user-experiences by sharing creative efforts and communicating openly (O’Reilly, 2007).   As Web 2.0 features continued to grow, marketers became aware of the opportunities this new development online created and how they could use it to their advantage (De Chernatony & Christodoulides, 2004). The development online however also faces companies with challenges, as consumers now are able to create and share opinions and thoughts about brands, which to an extent is uncontrollable by companies (Christodoulides et al., 2012). Just as marketer-controlled communication can create new brand associations in the minds of consumers, for better or worse - so can also externally-generated communication, such as brand-related UGC, do.   Knowing that consumers generally trust what other consumers say about products more than marketing communication (Cheong & Morrison, 2008; Song & Yoo, 2016), and that there does not exist much research on how consumers perceive brand-related UGC, this is a considerably important topic to study. A classic way of studying communication effectiveness is through credibility, which is argued to be a major determinant of whether consumers accept and adopt what is communicated (e.g. Hovland et al., 1953). Thus, the purpose of this thesis is to gain an understanding of how consumers assess credibility of brand-related UGC and furthermore, what their consequent responses are.   A qualitative approach was taken as the purpose is to gain insight rather than proving a point. The interviews were semi-structured and formed around three Instagram posts relating to a specific brand, which were deliberately chosen based on the content of the theoretical framework developed. Through using these example cases, interviewees’ first reactions could be captured and their reasoning around credibility could be followed and discussed.   The results from this study indicate that there exists a certain level of irritation as well as a scepticism towards brand-related UGC. This seem to stem from a suspicion that most content that promotes products and brands is part of sponsored collaborations, into which consumers put noticeably much distrust. Beyond questioning sponsorship, it was also found that the source played a particularly important role when assessing credibility. When a source is familiar, it is easier to determine credibility of brand-related UGC, and credibility furthermore increases with perceived expertise, attractiveness and trustworthiness. The channel through which a message is communicated also matters, as it is more difficult to be ingenuine through a video than an image or a text, which implicated that consumers may find videos more credible than other media formats. The message itself was also deemed to influence the credibility assessment, as the message was questioned both based upon common sense but also on knowledge and previous experience.   As for practical implications, this study indicates that encouraging or generating positive brand-related UGC through paid collaborations, is a balancing act, into which much consideration needs to be put. With the evident irritation that consumers feel when it comes to brand-related UGC, marketers should be careful to push too much positive brand communication onto the consumer, or it will turn negative. To come across as genuine, the “who”, ”what” and ”how” of communication should be carefully considered.

Following the call for further research on the consumer perspective of corporate ethics, this research sets out to explore and conceptualize the construct of ‘Consumer Perceived Ethicality’ (CPE), referring to consumers’ aggregate and valenced perceptions of a subject’s(i.e. a company, brand, product, or service) ethicality. Results present novel insights into how positive/negative CPE is formed and impacted by various kinds of corporate conduct, thereby offering some explanations as to why some companies benefit from positive while others suffer from negative moral equity.<p> / Doctorat en Sciences économiques et de gestion / info:eu-repo/semantics/nonPublished

Diploma thesis is focused on the brand building proces of the retail chain with sports equipment Decathlon. Appropriate theoretical concepts for brand development and for identification of competition are identified in the thesis. On the basis of this knowledge and using the methodology of market and competition analysis, the next part of the thesis analyzes the brand and its position towards competition, the market, as well as the survey of customer perception. The final step is to formulate suitable measures for brand development in the chosen market, which are based on the previous parts of the work.

El mundo se encuentra atravesando por una pandemia que ha causado cambios en distintos rubros y algunos efectos negativos. Entre ellos están las miles de muertes alrededor del planeta y la crisis económica. En el Perú, la industria publicitaria también se ha visto afectada. Por ello, muchas marcas han adaptado su contenido publicitario al contexto utilizando diversos componentes como la narrativa, los mensajes publicitarios orientados a lo emocional y el engagement para poder generar percepciones positivas en las personas. En ese sentido, la presente investigación busca analizar la percepción de los estudiantes de una universidad privada en Lima sobre la adaptación del contenido audiovisual publicitario de la marca Entel, del rubro de telecomunicaciones, debido a la coyuntura del COVID-19. Para ello, se empleará una metodología cualitativa enfocada en la percepción de los estudiantes con respecto a algunos componentes del contenido publicitario. / The world is facing a global pandemic that has caused changes in various areas and some negative effects. One of them is the thousands of deaths around the planet and economic crisis. In Peru, the advertising industry has also been affected. For this reason, many brands have adapted their advertising content to the context using various components such as narrative, emotional-oriented advertising messages and engagement to be able to generate positive perceptions in people. In this sense, the present document seeks to analyze the perception of students of a private university in Lima about the adaptation of the advertising audiovisual content of Entel , of the telecommunications category, due to the conjuncture of the COVID-19. To this end, a qualitative methodology will be used that focuses on students' perception of some components of advertising content. / Trabajo de investigación

El mundo y las personas que se encuentra en un constante cambio. Los ideales cambian y se va adecuando a los contextos sociales de los cuales formamos parte. Este cambio no es ajeno a las marcas, las cuales saben que necesitan adaptarse para poder seguir teniendo presencia en la vida de sus consumidores. Es en ese camino donde aparecen marcas que nos hablan de valores y emociones contextualizados a su entorno, que nos hacen sentir que formamos parte de una comunidad que es avalada por ellas mismas. Tal es el caso de Pilsen Callao, que durante más de una década se ha dirigido al público peruano con concepto de amistad, pero que en su última campaña titulada “Por la amistad todo”, ha demostrado una ejecución emocional de este de una manera sin precedentes en la historia de la marca y en la del Perú. En ese sentido, el presente documento interpreta la recepción del consumidor de la marca con el propósito de esclarecer su percepción sobre esta última campaña realizada. De esta manera, se puede identificar si es que de verdad este cambio en el manejo del concepto ha sido bien recibido por el público al que se dirige. La población para esta investigación es de 18 a 29 años, estudiantes de la carrera de Comunicación Audiovisual y Medios Interactivos de la UPC. / The world and the people are in constant change. Ideals change and it adapts to the social contexts of which we are part. This change is no stranger to brands, which know that they need to adapt in order to continue having a presence in the lives of their consumers. It is on this path where brands appear that speak to us of values ​​and emotions contextualized to their environment, which make us feel that we are part of a community that is endorsed by themselves. Such is the case of Pilsen Callao, which for more than a decade has addressed the Peruvian public with the concept of friendship, but in his latest campaign entitled "Por la amistad todo", have demonstrated an emotional execution of this in an unprecedented way in the history of the brand and in that of Peru. In this sense, this document interprets the consumer's reception of the brand in order to clarify their perception of this latest campaign. In this way, it is possible to identify if this change in the handling of the concept has really been well received by the public to whom it is addressed. The population for this research is between 18 and 29 years old, students of the Audiovisual Communication and Interactive Media career at the UPC. / Trabajo de investigación

El presente trabajo analiza la percepción de la generación millennial respecto al product placement utilizado en las películas peruanas. Este estudio opta por escoger el film de “Asu Mare 3”, el cual logró tener una gran aceptación por el público peruano. Si bien es cierto, el product placement es considerada una gran herramienta publicitaria en el mundo cinematográfico, puesto que brinda la gran recordación de marcas. Debido a que las generaciones van cambiando con el pasar de los años, esta investigación tiene como objetivo analizar la percepción de los jóvenes millennials hacia esta estrategia. Por ello, este trabajo utiliza una metodología cualitativa para comprender la perspectiva del consumidor y descubrir si la estrategia publicitaria sigue brindando beneficios positivos para una marca. Además, el enfoque que usa la presente investigación es el estudio de caso, el cual permite usar diversos recursos como entrevistas, documentos o reportes para la recopilación de información. / This work analyzes the perception of the millennial generation regarding the product placement used in Peruvian films. This studio chooses to choose the film "Asu Mare 3", which managed to have a great acceptance by the Peruvian public. Although it is true, product placement is considered a great advertising tool in the cinematographic world, since it provides great brand recall. Because the generations change over the years, this research aims to analyze the perception of young millennials towards this strategy. Therefore, this work uses a qualitative methodology to understand the consumer's perspective and discover if the advertising strategy continues to provide positive benefits for a brand. Furthermore, the approach used in this research is the case study, which allows the use of various resources such as interviews, documents or reports for the collection of information. / Trabajo de investigación

La interacción parasocial es un fenómeno que está presente en las relaciones de la audiencia con los influencers, sin embargo, no es tomada en cuenta en la elaboración de estrategias de marketing con influencers, quienes, hoy en día, cumplen un rol importante en la comunicación de las marcas. El presente trabajo es un estudio cualitativo realizado mediante entrevistas a especialistas en marketing, psicología y comunicaciones que busca profundizar en el conocimiento de la dinámica de la interacción parasocial entre influencers y su audiencia y sus efectos sobre la percepción de marca para determinar maneras de poder aprovecharla en beneficio de la marca. Con los hallazgos, se pudo determinar la consideración de la interacción parasocial en las estrategias de marketing actuales, los beneficios que esta trae para influencers y marcas; y maneras de poder gestionarla a través del mismo influencer. Debido a que es un elemento que surge en la audiencia, la interacción parasocial es una variable bajo el control del público. Es solo gestionable a través del influencer, mediante elementos relevantes a considerar desde la etapa de planeación de la estrategia, y, de esa manera, aprovechar la interacción parasocial desde etapas iniciales y no solo descubrirla en el desarrollo de una campaña. / Parasocial interaction is a phenomenon present in the relationships between audiences and influencers, however, it is not taken into consideration in the development stages of marketing strategies with influencers, who play an important role in brands’ communication today. This paper is a qualitative investigation carried out through interviews with marketing, psychology and communications specialists which looks for expanding the knowledge of the dynamics of parasocial interaction between influencers and their audiences and its effects on brand perception to determine ways to obtain brand benefits. With this study, it was possible to determine the role of parasocial interaction in current marketing strategies, the benefits it brings to influencers and brands; and ways to manage it through the influencer. Since it is an element that originates in the audience, parasocial interaction is a variable under their control. It is only manageable through the influencer, considering relevant elements since the planning stages of the strategy, so, that way, the brand can benefit from parasocial interaction since the planning stages and not only in the development stage of a campaign. / Tesis

Branding is an influential aspect a company can have to gain the attention of their customers. It is often said that, “Your brand is your promise to your customer”, because the brand is a confirmation that the product or service you are selling matches the expectations of the customer and their wants or needs (Grosdidier, 2012). From a consumer perspective, branding helps direct customers in choosing what they want to buy (Tarnovskaya and Bertilsson, 2017). This way, they spend less time focusing on the type of product and its qualities, because they can instead look at the products they are already familiar with instantly and purchase with little processing time (ibid). Not all companies are successful with branding and even successful companies run into issues. Customers usually determine if they like or dislike a brand, which means a brands main purpose should be to make their customers happy. It is important for businesses to give their customers a promising message and stay consistent to their brand.  Facebook and Instagram are both influential brand names to the face of consumers in the area of social networking. Both companies have over a billion site visits per day and their consumer usage has rapidly grown since Facebook’s first opening in 2004 and the grand opening of Instagram in 2010. In 2012, Kevin Systrom sold Instagram to Facebook for $1 billion dollars. Since the sales, both companies now average around the same market share and took place for the largest social media sites with the highest number of users, now above competitors Snapchat and Twitter (Barr, 2018). The purpose of this research is to identify and describe key factors that has made Facebook and Instagram successful in the perspective of university students. In addition, the findings will aim to discover key factors of success in branding that continually influence them to use social media sites such as Facebook and Instagram daily.  Conclusions of the study were that Facebook and Instagram both have success factors that are the same and some factors that are different. Facebook and Instagram’s success factors based on the research include an easy to use platform and the ability to connect with friends and family. Instagram had a few other strong success factors including its visual display of pictures instead of word content and their smoothly designed mobile app. Facebook lacked in both of these areas that Instagram excelled in. This made Facebook the weaker social media site when compared with Instagram.

Title: Better products,   better world, better image: A study on the   interaction of corporate social responsibility, new product development and   brand image in the B2B sector Authors: Soraya Lima Silva &amp; Noora Irina Miettinen Course: Marketing master programme final thesis, 30 ECTS, spring semester 2012,LinnaeusUniversity Keywords: Corporate social responsibility, sustainability, new product development, innovation, B2B brand image, B2B brand perception Purpose: Investigating how customer’s perception of brand image is affected by corporate social responsibility (CSR) and new product development (NPD) in the business-to-business (B2B) sector in the telecommunication and chemical industries. Method: Mixed methods research, cross-sectional research design Interviews with 4 supplier companies Qualitative content analysis on documents of 40 supplier companies Questionnaire to customer companies with 99 responses Findings: CSR and NPD were usually seen as separate and detached activities. Companies integrated CSR into their NPD process mainly for creating sustainable products helping their customers to minimize their impact on the environment without including the societal aspect of CSR. NPD affected the brand image perception in the telecommunication industry to a high degree by improving the perception of the quality of products, and   in the chemical industry to a low degree by motivating the companies to recommend their suppliers. The interaction of CSR and NPD had an effect on the brand image by creating reputation and competitive advantage. Companies that were seen as environmentally responsible were often also seen as technologically advanced. Being perceived as sustainable was very important to the chemical   companies, whereas being perceived as innovative was vital in the telecommunication industry. CSR affected the brand image perception in the chemical industry by enhancing customer satisfaction and reputation, but in the telecommunication industry the CSR of suppliers was important only when the demand for sustainability came from the customers’ own customers / Otsikko: Parempia tuotteita, parempi maailma, parempi imago: Tutkimus yritysten   yhteiskuntavastuun, tuotekehityksen ja brandi-imagon vuorovaikutuksesta   B2B-sektorilla Tekijät: Soraya Lima Silva &amp; Noora Irina Miettinen Ohjaaja: Sarah Philipson Tarkastaja: Sarah Philipson Kurssi: Markkinoinnin maisteriohjelman päätöstyö, 30 opintopistettä, kevätlulukausi 2012, Linnaeus University Hakusanat: Yrityksen yhteiskuntavastuu, kestävä kehitys, tuotekehitys, innovaatio, B2B brandi-imago, B2B brandivaikutelma Tarkoitus: Tutkia miten yritysten yhteiskuntavastuu ja tuotekehitys vaikuttaa asiakkaiden kokemaan brandi-imagoon B2B-sektorilla telekommunikaatio- ja kemianteollisuudessa Metodi: Poikkileikkaava mixed methods -tutkimus 4 toimittajayrityksen haastattelua Laadullinen sisältöanalyysi 40 toimittajayrityksen dokumenteista Kysely asiakasyrityksille, jossa 99 vastausta Löydökset: Yritykset näkivät yhteiskuntavastuun ja tuotekehityksen erillisinä aktiviteetteina. Yritykset integroivat yhteiskuntavastuun osaksi tuotekehitysprosessia lähinnä luodakseen kestävää kehitystä tukevia tuotteita auttaakseen asiakkaita   minimoimaan ympäristöön kohdistuvaa vaikutusta, mutta eivät ottaneet   yhteiskunnallista aspektia huomioon. Tuotekehitys vaikutti suuressa määrin imagokäsitykseen telekommunikaatioalalla parantamalla käsitystä tuotteiden laadusta. Kemianteollisuudessa tuotekehitys vaikutti   vähäisessä määrin motivoimalla yrityksiä suosittelemaan toimittajia. Tuotekehityksen ja yhteiskuntavastuun suhde vaikutti imagoon lisäämällä mainetta ja  kilpailuetua. Yritykset, jotka nähtiin ympäristöystävällisinä, koettiin usein myös teknisesti kehittyneiksi. Kestävän kehityksen imagolla oli keskeinen merkitys kemianteollisuuden   yrityksissä, kun taas miellettävyys innovatiiviseksi oli oleellista   telekommunikaatioalalla. Yhteiskuntavastuu vaikutti imagokäsitykseen kemianteollisuudessa lisäämällä asiakastyytyväisyyttä ja parantamalla mainetta. Telekommunikaatioalan toimittajien yhteiskuntavastuu oli tärkeää vain, jos asiakkaat olivat kiinnostuneita siitä omien asiakkaidensa vaatimuksien motivoimana. / Titulo: Melhores produtos, melhor mundo, mellhor imagem: Um estudo sobre a interaçäo da responsabilidade social coperativa, desenvolvimento de novos produtos  e imagem de marca no setor de de negócios. Autores: Soraya Lima Silva &amp; Noora Irina Miettinen Tutor: Sarah Philipson Examinador: Sarah Philipson Curso: Dissertaçäo final do programa de master em Marketing, 30 ECTS, semester da   primavera de 2012, Linnaeus University Palavras-chave: Responsabilidade social coperativa, desenvolvimento de novos produtos, innovaçäo, imagem de marca no setor de de negócios.  Objetivo: Investigar como a percepçäo de clients sobre a imagem de marca é afetada pela responsabilidade social coperativa (CSR) e o desenvolvimento de novos produtos (NPD), no setor de negócios (B2B). Métodos: Métodos de pesquisa misturados, design de pesquisa com setores interligados Entrevistas com 4 empresas fornecedoras Análise qualitative de documentos de 40 empresas fornecedoras Questionário com 99 clientes de empresas fornecedoras Resultados: CSR e NPD vistos como atividades separadas. Empresas integram CSR nos processos de NPD, especialmente para a criaçäo de produtos   sustentáveis, ajudando assim os clients a minimizarem seus impactos no meio   ambiente sem incluir aspectos sociais de CSR. NPD afeta muito a percepçäo da imagem de marca na indústria de telecomunicaçöes quando melhora a percepçào dequalidade. Na indústria química NPD afeta muito pouco a percepçäo de marca, ajudando somente recomendaçöes. A interaçäo de CSR e NPD afeta a percepçäo de marca criando efeitos   de reputaçäo e vantagem competitiva. Empresas vistas como responsáveis pelo meio ambiente, também säo vistas como tecnologicamente avançadas. Ser visto como sustentável é muito importante   entre empresas químicas, enquanto ser visto como inovador é vital na   indústria de telecomunicaçöes. CSR afeta a percepçäo da imagem de marca na indústria química, reinforçando satisfaçäo do consumidor e reputaçäo, mas em telecominicaçöes, CSR praticados por fornecedores somente é importante quando a demanda de sustenabilidade veem dos consumidores dos clientes.

近年來，全球女性保養品市場呈現穩定成長，雖然保養品以往都被視為屬於「女性領地」的產品，但全球男性保養市場不僅從2012年起就持續成長，未來前景也是相當看好。 有別於以往以性別（sex）做為市場區隔，消費者的性別認同及性傾向，已逐漸被用於區隔目標消費者，且同性戀消費者更因為其相較於一般異性戀男性的消費能力較強，而被視為「夢幻市場 （Dream Market）」。然而，現今台灣在該領域相關的研究文獻，卻往往只探討生理性別，忽略生理性別和性別認同之間的落差，如此將導致與性別相關的行銷研究有扭曲或偏頗的現象。 因此本研究希望能將性別認同與性傾向等因素，納入研究消費者購買保養品行為之考量因素，彌補理論和實際狀況的落差，期能研究出不同性別認同、性傾向的消費者，對不同定位保養品購買意願的差異，並根據該研究結果，給予保養品廠商一些行銷上的建議，讓其在釐清品牌定位時更有方向，並以更有效率、更適切的方式與顧客溝通。 本研究將影響保養品的購買意願從「性別認同」、「性傾向」、「獨特性需求」、「從眾行為」、「產品涉入」、「在意社會觀感程度」、「品牌知覺」、「品牌性別」、「品牌態度」等九大方面著手。 本研究以問卷方式獲取初級資料，收獲有效問卷共 375份，經過統計迴歸分析後發現，「性別認同」、「在意社會觀感程度」、「品牌知覺」和「品牌態度」此四項，最顯著影響消費者購買保養品意願。另外，雖然「性傾向」並沒有對購買意願產生影響，但卻有可能透過「在意社會觀感程度」干擾購買意願。而還有其他顯著影響因素待於研究中一一闡述。 / Recently, the global market of female skin care products has grown a steady pace. Although, the skin care products are usually regarded as female products, the global market of male skin care products has grown fastly since 2012 and market analysts are optimistic about its future. In the past, we usually only use “sex” to segment a market, but gender identity and sexual orientation are gradually used to target customers now. Moreover, gay customers are regarded as a “Dream Market” because they have greater purchasing power than heterosexual men do. However, existing studies still tend to probe into sex and neglect the differences between sex and gender identity. Therefore, this research takes gender Identity and sexual orientation into consideration when conducting the behavior of purchasing skin care products, and the dependent variable” purchase intention” is leveraged by “Gender Identity”, “Sexual Orientation“, “Product Involvement”, “Need for Uniqueness”, “Conformity Behavior”, “the Degree of Concerning with Social Perception”, “Brand Attitude”, “Brand Gender”, “Brand Perception”. Among influential factors, “Gender Identity”, “the Degree of Concerning with Social Perception”, “Brand Attitude”, and “Brand Perception” contribute significantly to purchase intention. Although sexual orientation does not lead to purchase intention, it may affect purchase intention through influencing the factor of “the degree of concerning with social perception”. Other factors affecting the behavior of purchasing skin care products will be further discussed in this research.