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TITLE The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram): Case Study of Magnum Ice Cream Thailand RESEARCH QUESTION How does the use of celebrity endorsement with the help of electronic communication channel (Social media: Instagram) affect the buying behavior of generation Y consumers in Thailand? STRATEGIC QUESTION How can marketers use this marketing technique in an effective way to increase the number of consumers? PURPOSE OF THE STUDY The purpose of this research paper is to describe the buying behavior of generation Y consumers in Thailand with regards to the use of celebrity endorsement through the electronic communication channel (Instagram). METHODOLOGY In this research study, both primary data and existing secondary data are used. A questionnaire of 436 target respondents was taken into account to answer the research question. CONCLUSION The use of celebrity endorsement through Instagram has a low effect on buying behavior of generation Y in Thailand. However, the result shows that this advertising technique easily reach to consumers and help them to know the product.

<p>This thesis was completed as a part of the project "Microwave wireless Communication </p><p>Link". In this thesis, the requirements to develop base band part for the transceiver were </p><p>studied, including, usage of proper hardware equipment as well as software </p><p>programming. A signal injector performed as a hardware interface between the Analog </p><p>part and the Digital (base band) part of the tranceiver, whereas, a PCI card acted as a data </p><p>acquisition device for base band part. A programming language was required to build </p><p>such a software, able to successfully represent a transmitter and a receiver. All the </p><p>features were found in Labview (Laboratory Virtual Instrument Engineering Workbench) </p><p>introduced by National Instruments in 1980s. A modern version of Labview i.e. version </p><p>7.1, was used in this thesis, it views the software as a virtual instrument to automate and </p><p>measure the values passed from the connected hardware. Labview provides a graphical </p><p>development environment, which is modular and parallel in nature, and uses an efficient </p><p>G compiler. A coherent base band receiver using matched filter was implemented, and a </p><p>base band transmitter using NRZ-L digital encoding scheme and QPSK modulation </p><p>scheme was developed.</p>

This thesis was completed as a part of the project "Microwave wireless Communication Link". In this thesis, the requirements to develop base band part for the transceiver were studied, including, usage of proper hardware equipment as well as software programming. A signal injector performed as a hardware interface between the Analog part and the Digital (base band) part of the tranceiver, whereas, a PCI card acted as a data acquisition device for base band part. A programming language was required to build such a software, able to successfully represent a transmitter and a receiver. All the features were found in Labview (Laboratory Virtual Instrument Engineering Workbench) introduced by National Instruments in 1980s. A modern version of Labview i.e. version 7.1, was used in this thesis, it views the software as a virtual instrument to automate and measure the values passed from the connected hardware. Labview provides a graphical development environment, which is modular and parallel in nature, and uses an efficient G compiler. A coherent base band receiver using matched filter was implemented, and a base band transmitter using NRZ-L digital encoding scheme and QPSK modulation scheme was developed.

This study investigates the effect of communication channel (e.g., face-to-face, written) and management information (i.e., background information on the reliability of client personnel) on auditors’ judgments of evidence persuasiveness in a management inquiry setting. Management information directs auditors to focus on the source of the evidence, creating a goal of assessing management during evidence collection. Auditors are distracted away from the evidence when the communication channel presents management characteristic cues (i.e., face-to-face), unrelated to the message and related to their new unconscious goal of assessing management. By comparison, when evidence is communicated by a channel that does not provide additional management characteristic cues (i.e. written), auditors are better able to evaluate the evidence without distraction. I predict an interaction effect, where communication channel effects auditor judgments when management information is provided, but not otherwise. I design a 2x2 between-participants experiment to test my theory and present results of an experiment with 122 practicing senior auditors. Auditor participants receive an explanation from a client’s assistant controller to explain an unexpected fluctuation in a financial ratio. I manipulate the means by which the assistant controller communicates with the auditor (communication channel) and the presence of background information about the assistant controller (management information). Results of my experiment indicate an interaction effect of the communication channel and management information. When management information is provided, auditors assess the evidence as more persuasive when communication is face-to-face versus text. Auditors not receiving management information do not assess the evidence any differently, irrespective of communication channel. I also find evidence that auditors assess management differently when management information is provided. The results suggest that auditors are focused more on evaluating management when communicating through face-to-face versus written channels. Further, these assessments of management are consistent with the pattern of persuasiveness, indicating that they use this information more in their judgments when communicating face-to-face versus text and only when management information is provided. The results of this research suggest auditors may be assessing evidence as more persuasive than merited when management information is present and auditors are communicating with management face-to-face. Auditors as well as regulators should be aware of this effect so that adjustments can be made. Future researchers should consider these results in future research on management inquiry.

<p> Wireless optical communication systems have the potential of establishing secure high data rate communication links. In order to realize the ultimate promise of these links, channel modeling and communication algorithms must be developed. This thesis addresses free-space optical (FSO) system design and provides novel contributions in four major areas: 1) channel modeling, 2) channel capacity and optimal signal design, 3) signaling algorithms, and 4) formal methods to jointly design code rate and beamwidth for FSO systems.</p> <p> A novel statistical channel model taking into account atmospheric and misalignment fading is developed that generalizes the existing models and accounts for transmitter beamwidth. The channel capacity is analyzed under average and peak optical power constraints and a new class of non-uniform discrete input distributions are developed with mutual information that closely approaches the channel capacity. Algorithms to realize the proposed non-uniform signaling and achieve the promising rates are also presented. Numerical simulations are conducted with finite length low density parity check codes showing significant improvement in system performance. Finally, the developed signaling is applied to FSO channels considering the above impairments. Beamwidth optimization is considered to maximize the channel capacity subject to outage. It is shown that a rate gain of 80% can be achieved with beamwidth optimization.</p> / Thesis / Doctor of Philosophy (PhD)

In this modern communication era, we are surrounded by unlimited electronic devices, the need to connect with everyone and everything increases dramatically. As the number of electronic devices increases, the amount of data to process increases and the need for higher data speeds occurs. After 1G and 2G, LTE (Long Term Evolution, 3G) come with the improvements in technology which allows reaching those new high data rates. Next comes the upgraded version of LTE called LTE-Advanced, which was launched to boost the speeds further. In this thesis, a 4G LTE environment has been created using (Graphic User Interface) in MATLAB. Many characteristics and parameters can be tuned such as type of modulation, number of UEs, type of channel, channel scenario, and some others to know how the system behaves and varied results outcome. Focus on the presence of a line of sight between the receiver and the transmitter helps to distinguish the Rayleigh and Rician scenario. In this thesis simulations on different channel models are simulated and various beamforming algorithms are tested to estimate that line of sight component (K-factor) and Error vector magnitude. The main aim of the thesis is to understand the communication channel behaviour in Static (Line of sight between transmitter and receiver) condition and High-Speed Train Condition along with EPA, EVA, ETU. The other aim of this report is to use the channel knowledge comprises of signal to noise ratio (SNR), bit error rate (BER) and error vector magnitude (EVM) helps to reduce the number of computations required while performing beamforming by varying the beam weight resolution.

<p dir="ltr">Studying ZARA provides valuable insights into the marketing communication strategies employed by a highly successful fashion brand. ZARA's innovative business model, which prioritizes speed, affordability, and fast fashion line turnaround, has disrupted the traditional fashion industry and created a new paradigm for fast fashion. The company's ability to rapidly create and distribute affordable, trendy clothing has made it one of the most popular fashion brands globally.</p><p dir="ltr">Analyzing ZARA's success in marketing and communicating with customers, as well as its ability to stay ahead of fashion trends, can inform and inspire other fashion brands seeking to improve their market position. I collect and analyze data from a variety of sources, including applying the marketing mix 4Ps and 4Cs and using ZARA's FB posts as a sample to understand its social media communication strategies. The study aims to identify how these key factors contribute to ZARA's success in marketing and customer communication.</p><p dir="ltr">ZARA's marketing communication strategies emphasize customer-centricity and responsiveness to changing fashion trends, and the effective use of social media marketing. By staying closely connected to its customers' needs and desires, ZARA can rapidly create new products and styles that resonate with its target market. Furthermore, the company's effective use of social media platforms, such as Facebook, has helped to create a strong brand identity and a loyal customer base.</p><p dir="ltr">Overall, the study of ZARA's marketing communication strategies provides useful insights into marketing performance and what works in the fast-paced world of fast fashion. By emphasizing customer-centricity, responsiveness to changing fashion trends, and the effective use of social media marketing, fashion brands can create strong brand identities and connect with customers in meaningful ways.</p>

Smart grid aims at improving the efficiency, reliability, security, and quality of service (QoS) of the current electricity grid by exploiting the advances in communication and information technology. In parallel to size of the electricity grid, smart grid communication infrastructure should cover a very large geographical area that may extend from remote generation sites to densely populated residential regions and inside buildings, homes, and electricity-power-system environments. In such an extensive communication network, different communication technologies operating on different communication medium are likely to coexist. Among the communication technologies available, wireless and power line communication (PLC) based solutions are comparatively attractive especially considering cost of the initial investment required for the realization of a communication network with such an immense size. In this dissertation, a detailed investigation of wireless and PLC channel characteristics of the smart grid networks is presented. Among the topics discussed are the time variation characteristics of wireless channels, root-mean-squared (RMS) delay spread and path amplitude statistics of PLC channels, and the impact of impulsive noise on orthogonal frequency division multiplexing (OFDM) systems.

This study aims to explore effective marketing communication strategies for the nursing program of University of Gävle to develop in China. Qualitative method is used in this research. The data is collected from 24 semi-structured interviews with managers in University of Gävle, managers and students in Zhuhai College of Jilin University and Kede College of Capital Normal University. The study finds out that traditional media advertising, online advertising, and public relations and publicity are effective for both students and managers. However, direct communication is particularly effective for managers, while place advertising is especially useful for students. Content about education and country-of -origin are useful for both students and managers. The study provides suggestions about each marketing communication channel and content, and the integrated marketing communication strategy for higher education institution to do marketing communication in China. Therefore, it can serve as a useful reference when making marketing communication strategy for the future higher education institutions cooperation between Sweden or other countries and China.