El propósito del presente trabajo es determinar cómo el uso de eWOM en el s - commerce de Facebook en tiendas por departamento influyen en la intención de compra de hombres y mujeres entre 18 a 35 años, en Lima Metropolitana. Para este estudio, se tomó en consideración las dimensiones de eWOM: credibilidad, confianza y valor, para determinar su impacto en la intención de compra. Asimismo, se desprendieron los siguientes objetivos específicos : determinar la posible correlación entre credibilidad de las fuentes y exceso de comentarios negativos; evaluar cuál de las dimensiones tiene mayor conexión con la intención de compra. Por sus características, este trabajo se define como descriptivo correlacional, no experimental, con diseño transversal y enfoque mixto. Para su corroboración, se estableció dos tipos de investigaciones: cualitativa y cuantitativa. El estudio cualitativo se basó esencialmente en la realización de dos focus groups, con rangos de 18 a 24 y de 25 a 35 años. Además, se realizaron entrevistas a expertos en marketing digital y con experiencia en tiendas por departamento. Por otro lado, el cuantitativo se realizó vía encuesta online con una muestra de 250 personas. Finalmente, los resultados arrojados determinaron que sí existe correlación entre las dimensiones de eWOM con la intención de compra ; empero, esta mostró un grado de correlación positivo moderado, vale decir, que existe, pero no plenamente consolidado. Para ello, se utilizó el estadístico de Pearson en el programa de IBM SPSS. Además, se incluye implicancias y recomendaciones a las gerencias, mencionándose futuras investigaciones. / The purpose of this study is to determine how the use of eWOM in Facebook s - commerce in department stores influences the purchase intention of men and women between 18 and 35 years of age, in Metropolitan Lima. To carry out this study, eWOM dimensions: credibility, trust and value were taken into consideration to determine its impact on purchase intention. Likewise, the following specific objectives emerged: determine the possible correlation between credibility of the sources and excess negative comments; evaluate which of the dimensions has the greatest connection with the purchase intention. Due to its characteristics, this work is defined as descriptive correlational, not experimental, with a cross-sectional design and a mixed approach. For its corroboration, two types of research were established: qualitative and quantitative. The qualitative study was essentially based on the realization of two focus groups, with ranges from 18 to 24 and from 25 to 35 years. In addition, interviews were conducted with experts in digital marketing and with experience in department stores. On the other hand, the quantitative was conducted via an online survey with a sample of 250 people. Finally, the results obtained determined that there is a correlation between the dimensions of eWOM with the purchase intention; however, it showed a moderate positive degree of correlation, it exists, but not fully consolidated. For this, the Pearson statistic was used in the IBM SPSS program. In addition, implications and recommendations for management are included, mentioning future research. / Trabajo de investigación

Esta investigación se centra en el estudio de las experiencias del tercer espacio de una flagship store, y cómo este espacio, a través del uso de la personificación de marca, comunica su personalidad, en relación con el sector de moda. El caso que se analizó fue el de la tienda insignia de Butrich y el público objetivo fueron mujeres entre 24 a 40 años del NSE B. La importancia del desarrollo de esta investigación se ve reflejada en los aportes que tiene en el ámbito de la publicidad y el marketing peruano, dado que la tienda insignia es una forma diferente de hacer publicidad en 3D de la marca. El objetivo de esta investigación ha sido identificar de qué manera la experiencia en el tercer espacio de la flagship store de Butrich puede lograr comunicar la personalidad de la marca a través del uso de la personificación de esta entre mujeres de 24 a 40 años. La metodología se basó en el enfoque cualitativo. Se usó la herramienta de entrevistas a profundidad. Los hallazgos principales fueron tres. El primero es el reconocimiento de Jessica como la personificación de Butrich. El segundo es la publicidad boca a boca. Y el tercero, es un espacio de diversión y de relajación. En conclusión, cuando se desarrolla una buena personalidad de marca, las experiencias en el tercer espacio son positivas y el uso de la personificación ayuda a comunicar y conectar al consumidor. La mejor publicidad que tiene Butrich es su propia tienda insignia. / This investigation focuses on the study of experiences of the third space through flagship stores and how this space uses brand personification to communicate its personality related to the fashion sector. The analyzed case is about Jessica Butrich’s flahship store, the target market were socio-economic status B women between 24 to 40 years old. The importance of this research is reflected in the contributions it has in the field of advertising and peruvian marketing, given that flagship stores are a different way of advertising the brand in 3D. The objective of this investigation is to identify how the third space experience related to Jessica Butrich’s flagship store can communicate the brand’s personality through its personification among 24 to 40 years old women. The used methodolody was based on the qualitative approach and the main tool used for this methodolody was the in-depth interviews. Three main findings were achieved. The first finding was the recognition of Jessica Butrich as the personification of her own store. The second finding is everything about mouth to mouth advertising. The third and final finding is about Butrich’s flagship store as a place of relaxation and fun. Finally, when a good brand personality is developed, the third space experiences are positive, and the use of personification helps to communicate and reach the consumer. Butrich’s best advertisement is its own flagship store. / Tesis

The purpose of this study was to develop a conceptual integrated online visual merchandising framework containing online visual merchandising themes that South African apparel e-tailers could use when developing an effective apparel e-store, with the main aim of possibly influencing consumer purchasing behaviour. The study adopted a consumer-centred response approach to online visual merchandising in an attempt to holistically consider this area of the South African e-tail industry from the consumer’s perspective. The study followed a pragmatic paradigm that implemented a mixed-method approach. The qualitative section of the mixed-method approach primarily comprised four focus group interviews as the main data-collection instrument. The data obtained during the qualitative section was analysed by Tesch’s inductive descriptive coding technique, better known as thematic analysis. The findings obtained during the qualitative section were used as the basis for the quantitative section of the mixed-method approach, which implemented a self-administered web-based questionnaire as the data-collection instrument. The data was analysed by means of the Statistical Package for Social Science (SPSS) version 23. The findings of the study delivered a conceptual integrated online visual merchandising framework that consists of 13 themes and 82 items. This conceptual integrated online visual merchandising framework will contribute to the South African apparel retail and e-tail industry, as both apparel brick-and-mortar retailers and apparel e-tailers in South Africa can benefit from using the conceptual integrated framework as a guideline. The value of the conceptual integrated framework lies in the fact that it includes consumers’ views regarding the online visual merchandising themes. Therefore, apparel e-tailers, as well as brick-and-mortar retailers that want to develop an e-store, or update an existing e-store, can use this conceptual integrated framework as a guideline to make their online offering as attractive as possible. This way involves the least possible online risks to ensure that online trust is created, and ultimately, that consumer purchasing behaviour has been influenced. / Business Management / D. Phil. (Management Studies)

Les Grands Magasins du Louvre naissent en 1855 à l’ombre du Grand Hôtel du Louvre, dans un quartier en expansion suite aux travaux de Haussmann, deux ans seulement après la création du Bon Marché. Leur création est fortement liée au projet et au réseau des frères Pereire qui souhaitent développer le commerce et le tourisme de luxe à Paris. Les Grands Magasins du Louvre s’imposent rapidement comme l’un des principaux grands magasins, voire même le plus important par le chiffre d’affaires dans les années 1870-1880, ainsi que par l’espace occupé. En effet, d’abord enclavé par l’hôtel, le magasin conduit par ses deux gérants, Chauchard et Hériot, va engloutir toutes les boutiques environnantes, et s’emparer de l’hôtel en 1875. Ils adoptent ainsi le slogan les « plus vastes magasins du monde ». Ce premier pied dans l’hôtellerie va inciter ses dirigeants à poursuivre leur expansion dans ce domaine en exploitant trois hôtels supplémentaires, le Terminus Saint-Lazare, l’hôtel d’Orsay et le Crillon. Les Grands Magasins du Louvre sera donc le seul grand magasin à avoir investi dans un autre secteur que le commerce pour diversifier ses activités. A la fin du XIXème siècle, le magasin semble connaître son apogée étendant son influence sur le territoire national comme à l’étranger et s’approvisionnant en marchandises du monde entier. Mais la Première Guerre mondiale et surtout la crise économique des années 1930 lui porte un coup dur dont il ne se relèvera pas. En 1939 il dépose une première fois le bilan, avant que cette fermeture soit interrompue par la guerre. Il continuera à survivre après le Second conflit mondial, avant de disparaître définitivement en 1974. / The Grands Magasins du Louvre was born in 1855 in the shadow of the Grand Hôtel du Louvre, in an expanding area following the works of Haussmann, only two years after the creation of the Bon Marché. Their creation is strongly linked to the project and the network of the Pereire brothers who wish to develop trade and luxury tourism in Paris. Louvre shops are quickly becoming one of the leading department stores, and even the most important by turnover in the 1870s and 1880s, as well as occupied space. Indeed, at first locked by the hotel, the store led by its two managers Chauchard and Hériot will engulf all the surrounding shops, as well as the hotel in 1879. They adopt the slogan of "the largest stores in the world". This first foot in the hotel industry will encourage its leaders to continue their expansion in this area by operating three additional hotels, the Terminus Saint-Lazare, the hotel d'Orsay and Crillon. The Grands Magasins du Louvre will therefore be the only department store to have invested in a sector other than commerce to diversify its activities. At the end of the nineteenth century, the store seems to know its heyday extending its influence on the national territory and abroad and sourcing goods from around the world. But the First World War and especially the economic crisis of the 1930s brought him a hard blow which he will not recover. In 1939 it first filed the balance sheet, before the closure was interrupted by the war. It will continue to survive after the Second World War, before finally disappearing in 1974.

Libraries have quietly changed over the last 20 years. They have adapted early and consciously to the changes of digitalization, they have recognized the changed need of their users for collaborative work and derived new spatial concepts from this. Transparency and access to information, knowledge and encounters are the prerequisites for holistic social development. It is the challenge of the 21st century as the information age.

The subject of this diploma thesis is the design of multifunctional building in Brno, in Cimburkova street. The building is placed on flat terrain and it has four floors. Floor plan of multifunctional building is rectangle shaped. There are three different establishments in this building. Most of space of ground floor and first floor is used as parking. Rest of space of ground floor and second floor is used as café, hairdresser and store. There are eight separate offices and sanitary facilities, break rooms, storages and servers. The supporting construction of building is made of reinforced concrete column system and ceiling slabs. The building is based on reinforced concrete slab and than there is a flat roof above the building.

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La sociedad ha cambiado, es así como también el retail ha tenido que evolucionar para adaptarse a las necesidades y nuevos requerimientos de los consumidores. Las tiendas de conveniencia, formato dentro del sector retail, han tenido gran aceptación en el mercado peruano, ya que durante los últimos años hemos visto cómo locales de este tipo han incrementado en la ciudad formando parte casi de nuestro día a día. Sin embargo, en la actualidad no solo basta estar cerca del consumidor, sino entender qué necesita. La presente investigación dentro de la limitación de su población de estudio tiene como objetivo comprobar la influencia de la exposición y variedad de productos en el grado de preferencia de los consumidores en las tiendas de conveniencia. La metodología empleada en esta investigación fue cuantitativa no probabilística con un instrumento aplicado a 400 personas en un muestreo por cuotas para analizar variables como los atributos de tienda, motivos de selección y el comportamiento del consumidor. / Society has changed, this is how retail has also had to evolve to adapt to the needs and new requirements of consumers. Convenience stores, a format within the retail sector, have had great acceptance in the Peruvian market, since in recent years we have seen how stores of this type have increased in the city, almost forming part of our daily routine. However, nowadays it is not only enough to be close to the consumer, but to understand what their needs are. The present investigation within the limitation of its study population aims to verify the influence of exposure and product mix on the consumer’s choice preference in convenience stores. The methodology used in this research was quantitative non-probabilistic with an instrument applied to 400 people in a quota sampling to analyze variables such as store attributes, selection reasons and consumer behavior. / Tesis

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С каждым годом список используемых инструментов для онлайн продвижения только расширяется, а тенденции современного рынка заставляют их постоянно эволюционировать и меняться. Более того, конкуренция на рынке вынуждают компании находить новые каналы для продвижения своих товаров или услуг. В работе изучаются особенности выбора инструментов интернет-маркетинга, в зависимости от управленческих целей, которые преследует компания. Дополнительно предложены критерии для оценки эффективности используемых инструментов. В работе изучен опыт иностранных компаний, работающих на рынке товаров для дома, проведен контент-анализ сайта компаний и страниц в социальных сетях для определения наиболее удачного сценария по продвижению в интернете. Для изучения коммуникативной эффективности по применению инструментов интернет-маркетинга, применен метод глубинных интервью аудитории, самостоятельно принимающей решение о покупке товаров для дома. На основе полученных данных проведена оценка эффективности использования инструментов интернет-маркетинга на рынке В2С и предложен комплекс наиболее эффективных инструментов интернет-маркетинга для компании, работающей на рынке продукции товаров для дома. / Nowadays the list of tools used for online promotion is only expanding, and the trends of the modern market make them constantly evolve and change. Moreover, competition in the market forces companies to find brand new channels to promote products or services. The paper studies the features of the choice of Internet marketing tools, depending on the management goals pursued by the company. Additionally, criteria are proposed for evaluating the effectiveness of the tools used. The work studied the experience of foreign companies in the home goods market, conducted a content analysis of the company's website and pages on social networks to determine the most successful scenario for promoting on the Internet. To study the communicative effectiveness of the use of Internet marketing tools, the method of in-depth interviews with an audience that independently decides to purchase goods for the home was applied. Based on the data obtained, the effectiveness of using Internet marketing tools in the B2C market was assessed and a set of the most effective Internet marketing tools for a company operating in the home goods market was proposed.