The aim of this degree project is to gain a deeper understanding of how online reviews affect consumers' purchase intentions when purchasing high-involvement products. Exploring the differences of effect between two separate generations of consumers, Generation Z and Millennials. The age intervals have been 18-41, 18-25 for Generation Z consumers and 26-41 for Millennials. This research is utilizing a deductive approach paired with a quantitative research strategy. The primary data collection method has been through an internet-based self-completed questionnaire, whereas the data later on has been analyzed. The analysis has been conducted through the Statistical Package for Social Sciences (SPSS) program allowing for the researchers to perform a series of statistical analyses. From the empirical findings and analysis conducted, it was concluded that all of the hypotheses were disproven and rejected, showing no significant difference. Through SPSS a series of independent sample t-tests were conducted to extract two means for the two generations. The statistical output displayed a higher level of impact on Millennials consumers contrary to the hypothesis, predicting Generation Z’s purchase intentions being significantly more impacted. Through SPSS the researcher have been able to compare how each generation compare against each other in terms of all the variables making up purchase intention (Involvement, Argument Quality, Source Credibility, Information Usefulness), but also performed t-tests to see how their answers differentiate in each question as well. This study could provide marketers with very insightful knowledge about how online reviews affect consumers differently, allowing for adaptation and optimizations.

In recent years – and especially since the beginning of the COVID-19 pandemic – online shopping has become a part of everyday life for many people. Yet, in contrast to buying at a traditional retail store, staying anonymous is at least difficult if not impossible when shopping online – in particular, when physical goods are to be delivered. From the customer perspective, reasons for seeking anonymity when shopping online can be manifold, for example some do not want anyone to know about their purchases, others do not want their data to be used by Big Data-enabled online retailers. From the point of view of online retailers, the prospect of anonymous online shopping should therefore not only be seen as a threat to their data-driven business models, but also as an opportunity to attract new customers. In this thesis we search and find support in the literature regarding the question whether there is indeed a demand for anonymous online shopping, and we discuss system architecture designs that were proposed by other authors for potentially realizing what we call All-Steps Anonymous Purchase Platforms (ASAPP). We propose a new architecture design that improves earlier work by realizing the concept of Separation of Data within a single platform: GhostBuy. We implement a working prototype of this platform that demonstrates not only the fundamental feasibility of the architecture but also that such a platform can be realized with a look-and-feel similar to that of common online shops. We also propose solutions for certain related aspects that are particularly important in the context of such a platform, as for example a guaranteed use of secure user passwords or application-level database encryption. We evaluate to what extent the proposed architecture and prototype preserve the customers’ anonymity/privacy, showing that the prototype provides it to the maximum possible extent that can be achieved based on the proposed architecture. We also show that the system provides 256-bit security against all but one considered cryptographic and mis-authentication attack vectors and discuss how this can also be achieved for the remaining attack vector. Closing our evaluation, we show how well the platform could presumably be deployed in the real world. Finally, limitations, possible improvements, and potential further future work are discussed and proposed.

El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado. / Nowadays, retailers in the trade industry are focused on meeting customers’ needs, as their priority is to make as many sales per day as possible. Stockouts lead to unattended sales, which mean loss of income. This endangers the place of the MSBs in the industry. This paper aims to prove that proposing a supply management model will reduce the number of lost sales due to stockouts. For this study, we analyzed three key processes (purchasing, storage and distribution), where we identified problems such as incomplete shipments and unfulfilled POs and replacement requests. To prove the viability of our proposal, a pilot was carried out in a pharmacy that has five dispensing premises and a central warehouse, which improved its stock availability from 82% to 89.5%.

Since influencer marketing is a relatively new term, there is a scarce theoretical foundation investigating the subject. Previous research has mainly focused on identifying female followers' behavior and how they are persuaded, fewer studies are on male followers and the ability of male influencers to influence their followers. Therefore this master thesis aims to investigate if and how male influencers persuade their male followers.    Aim: The purpose of this thesis is to investigate if and in that case how male followers are influenced by the persuasiveness of male influencers.   Method: Based on the literature review, a theoretical framework is proposed to accomplish the aim of the thesis. For the empirical evidence, a qualitative approach was taken, with the help of ten online based interviews. Furthermore, the content analysis method was used for the analysis of the collected data.   Results & Conclusions: The results of the study provide evidence that followers of these influencers are persuaded by influencers, and they are persuaded by influencers on two main factors, authority and likeability.    Suggestions for future research: As a suggestion for future research we suggest someone to research more in depth with more interviews carried out.  Also, more research is needed on persuasion over male followers +35 years old and how persuasiveness of an influencer is influencing in different industries.     Contribution of the thesis: This research study contributes with knowledge on male influencers and male followers and especially with knowledge on how male followers are persuaded by male influencers. This research findings contributes to the theoretical framework by showing that social media influencers, influences its followers on two main factors, likability and authority. Furthermore, influencers can use this study to enhance their persuasive power and it provides a good understanding of the mechanisms that are influencing the persuasive power.

When a company evaluates a customer for being a potential prospect, one of the key questions to answer is whether the customer will generate profit in the long run. A possible step to answer this question is to predict the likelihood of the customer returning to the company again after the initial purchase. The aim of this master thesis is to investigate the possibility of using machine learning techniques to predict the likelihood of a new customer returning for a second purchase within a certain time frame. To investigate to what degree machine learning techniques can be used to predict probability of return, a number of di↵erent model setups of Logistic Lasso, Support Vector Machine and Extreme Gradient Boosting are tested. Model development is performed to ensure well-calibrated probability predictions and to possibly overcome the diculty followed from an imbalanced ratio of returning and non-returning customers. Throughout the thesis work, a number of actions are taken in order to account for data protection. One such action is to add noise to the response feature, ensuring that the true fraction of returning and non-returning customers cannot be derived. To further guarantee data protection, axes values of evaluation plots are removed and evaluation metrics are scaled. Nevertheless, it is perfectly possible to select the superior model out of all investigated models. The results obtained show that the best performing model is a Platt calibrated Extreme Gradient Boosting model, which has much higher performance than the other models with regards to considered evaluation metrics, while also providing predicted probabilities of high quality. Further, the results indicate that the setups investigated to account for imbalanced data do not improve model performance. The main con- clusion is that it is possible to obtain probability predictions of high quality for new customers returning to a company for a second purchase within a certain time frame, using machine learning techniques. This provides a powerful tool for a company when evaluating potential prospects.

Downstream fuel retailing among the major players in South Africa is highly competitive, and further compounded by the emergence of new players and changing customer orientation under the current price regulation environment. Marketing of fuel by way of expanding geographical coverage and the distribution network is no longer sustainable. Advertising benefits fuel companies by communicating their value proposition for brand differentiation, swaying consumer perception of fuel as a low involvement commodity with no difference in quality, and ultimately influencing their attitudes and behaviour. Fuel companies can take advantage of the advertising elements that have direct bearing – and are within their control – to make impactful advertisements to attract customers. Thus, this study investigates the influence of advertising controllable elements – namely, source and message – on attitude towards the advertisement, as well as attitude towards the brand and subsequently on purchase intention. A sample of 201 respondents was selected using convenience sampling method. The data was collected using an online self-administered questionnaire. Data analysis was performed using the Statistical Package for Social Sciences (SPSS) version 26.0. The relationship between the independent and the dependent variables was then examined using Structural Equation Modelling (SEM) with Analysis of Moment Structures (AMOS) version 26.0. The study findings established that attitude towards the advertisement is positively and significantly influenced by source credibility, source likeability and emotional message. Rational message has a positive impact on attitude towards the advertisement, albeit insignificant. Meanwhile, only source credibility and rational message have positive significant effects on attitude towards the brand. The impact of source likeability on brand attitude although positive, is not significant. Contrariwise, emotional message has neither influence nor significant effect on attitude towards the brand. Moreover, the study findings showed that while attitude towards the advertisement positively influences brand attitude, it does not influence purchase intention. The purchase intention for fuel is nonetheless influenced by attitude towards the brand. This study offers useful insights that can be used to create an impactful fuel advertisement, leveraging on source attributes and message appeals to influence consumers' attitudinal as well as behavioural intention.

Date: 2021/06/03 Level: Master Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Shadi Botros, Yacoub Said (87/07/24) (95/01/01) Title: LUXURIOUS BRAND AND SOCIAL MEDIA Tutor: Edward Gillmore Keywords: Luxury brands, Social media marketing activities, Brand perceptions, Brand awareness, Purchase intention. Research questions: What are the outcomes of social media marketing used by luxury brands, brand awareness and brand perception, on purchase attention? Purpose: The purpose of this research is to study if social media marketing can have an effect on luxuries brands perception in consumers mind and if social media can influence consumers purchase intention. Method: This study is following a quantitative approach by using statistical methods to test the hypothesis. Conclusion: Luxury brands are considered as exclusive and expensive brands. Social media is a mass communication tool that is usually used to reach a broad segment of consumers. The authors found out through the gathered data that consumers are aware about the brand and they perceive the brand as a luxury brand. However, consumers were not only relying on the official home page of the brand to obtain information.

The purpose of the study is to understand the satisfaction of young customers living in Sweden for a long time with the packaging of chips and the impact of packaging on their chip purchase and to discuss corporate social responsibility in connection with environmental sustainability. In this study, theoretical analysis, interviews, and focus groups are used as the research methods. Through the analysis of collected data and combined with the theory to carry out a comprehensive analysis. Through the analysis, it is found that the color, picture, and shape of packaging in the chips market in Sweden are the main factors affecting customers' purchase. It is also found that young customers still attach great importance to the sustainable development of the environment and think that the company should be responsible for this. The findings of this study can be considered to provide customers with real ideas for companies who want to understand the Swedish chip market and help them develop the Swedish market. Due to the lack of research on the packaging market in Sweden, the researchers hope that this study can be helpful to the relevant research.

Research Question: How do online reviews influence purchase decisions among potential consumers within the Hotel Industry?  Purpose: The purpose of this research is to gain a deeper understanding about the impacts in which online reviews has on consumer behavior and their decisions to actively select and purchase service from different hotels. The authors are striving to find answers to whether online reviews obtaining information about positive customer experiences within the hotel industry has a noticeable impact on the decisions made by customers.  Method: In this study, a deductive comparative research approach will be used  Conclusion: The results concluded that both luxury and budget hotel bookers seem to have more usage for traditional word of mouth than electronic word of mouth. However, electronic word of mouth is still seen as an important tool which is widely used by both groups. It was evident that luxury consumers find customer reviews more valuable aligned with having more experience with online reviews, which may have an impact on their decision making when booking hotels online. Further on, it was also observed that the brand image of budget hotels is impacted more by online reviews among both segments, than luxury hotels' brand image.

The purpose of this study is to gain a deeper understanding of Swedish female millennials attitudes towards sports supplements. As well as how packaging design influences their willingness to purchase within this product category. Based on this, two main research questions were formulated: (1) What are millennial women's attitudes towards sports supplements? And (2) How does packaging design influence female millennials willingness to purchase sports supplements?  In order to answer these questions, a qualitative study was conducted using semi-structured interviews with 26 Swedish millennial females. The empirical findings from these interviews were then transcribed and analyzed in relation to the theories found in the literature review. The conclusions of this thesis shows that female millennials have positive attitudes towards sports supplements, however it was found that a positive attitude is not sufficient to generate a purchase. Additionally, it was concluded that packaging design influences this population greatly. Although the researched population were not aware of how much they in fact were influenced and a conflict between conscious influence and unconscious influence was identified.