En el Perú, el eWOM, está en crecimiento, ya que muchas empresas la están aplicando en sus estrategias de marketing, pues se da la posibilidad que el eWOM negativo pueda influenciar en la intención de compra de moda urbana femenina. Por ello, el estudio tendrá la finalidad de determinar la relación del eWOM en redes sociales y si esta influye en la intención de compra en la categoría de ropa urbana femenina. El eWOM ha ido evolucionando y con el surgimiento de nuevas herramientas y plataformas digitales el nivel de influencia del eWOM es cada vez más relevante. Si bien es cierto, existe eWOM positivo y negativo a nivel internacional el que predomina es el positivo en relación a la intención de compra. Sin embargo, en el Perú es posible que el eWOM negativo tenga la misma relevancia o mayor que el positivo, ya que hemos podido observar opiniones de este tipo. / In Peru, eWOM is growing, since many companies are applying it in their marketing strategies, since it is possible that the negative eWOM may influence the intention to buy women's urban fashion. For this reason, the study will aim to determine the relationship of eWOM on social networks and whether it influences the intention to buy in the category of women's urban clothing. The eWOM has evolved and with the emergence of new tools and digital platforms the level of influence of the eWOM is increasingly relevant. Although it is true, there is a positive and negative eWOM at the international level, the predominant one is the positive one in relation to the purchase intention. However, in Peru it is possible that the negative eWOM has the same relevance or greater than the positive, since we have been able to observe opinions of this type. / Trabajo de investigación

Este trabajo de investigación tiene como objetivo demostrar que la importancia la relación de las estrategias de marketing digital con respecto a la intención de compra de planes nutricionales en Lima metropolitana. Nos enfocaremos en tres marcas en específico, ya que se encuentren de manera digital. Además, el contenido visual que manejan y la información nutricional que ofrecen a sus clientes para la captación y venta de sus productos. A lo largo de la investigación se darán detalles de diversas opiniones del público objetivo primarios, así como expertos de la categoría. De manera que se identificaran los principales hallazgos para que las marcas de planes nutricionales puedan reconocer y trabajar en ello en una mejor estrategia digital. / This research work aims to demonstrate the importance of the relationship of digital marketing strategies with respect to the purchase intention of nutritional aircraft in metropolitan Lima. We will focus on three specific brands, as they are found digitally. In addition, the visual content it handles and the nutritional information it offers to its customers for the acquisition and sale of its products. Throughout the investigation details will be given of various opinions of the primary target audience, as well as experts from the category. In order to identify the main findings for brands of nutritional plans, they will be able to recognize and work on a better digital strategy. / Trabajo de investigación

La presente investigación es un estudio cuantitativo relacionado con las estrategias promocionales (promoción de venta) y la intención de compra de personas. El objetivo general para esta investigación es determinar la relación de la promoción de venta en la decisión de compra de productos de belleza en tiendas de retail, el cual conlleva a analizar y entender la importancia de la promoción hoy en día. La metodología utilizada está basada en la investigación – acción, el cual permite la observación directa del investigador hacia los resultados obtenidos, estos serán analizados desde un enfoque cuantitativo. La muestra utilizada para esta investigación depende del público objetivo, pero debido a que es no probabilístico, será una muestra de 250 personas, el cual son mujeres de 20 a 49 años de edad, las cuales fueron encuestadas en el centro comercial Jockey Plaza. La conclusión más significativa de este trabajo es que las promociones son importantes y sí son consideradas al momento previo de la compra. / The present investigation is a quantitative study related to the degree of influence that promotional strategies (sales promotion) can have on the decision to purchase people. The general objective for this research is to determine the relationship of the sales promotion in the decision to buy beauty products in retail stores, which leads to analyze and understand the importance of the promotion today. The methodology used is based on research - action, which allows the direct observation of the researcher towards the results obtained, these will be analyzed from a quantitative approach. The sample used for this research depends on the target audience, but because it is not probabilistic, it will be a sample of 250 people, who are women from 20 to 49 years old who were surveyed at the Jockey Plaza shopping center. The most significant conclusion obtained in this study was that for people promotional strategies are important and it´s considered in their decision when buying. / Tesis

L'étude est effectuée sur la base d'un échantillon de 13.000 clients d'un courtier en ligne et 1,3M de mouvements d'achats et de vente de valeurs mobilières durant le période Janvier 2006 - Juin 2008. Nous démontrons 1/ Grâce à des régressions linéaires, que les investisseurs individuels français présentent un comportement contrarian par rapport aux évolutions de l'indice domestique. Ils achètent quand le marché baisse et vendent quand le marché monte. Ce résultat est cohérent avec la littérature sur les "noise traders" et la liquidité du marché.2/ sous la forme de régressions logistiques, que la sophistication (approximée par l'utilisation du SRD) est un facteur d'accroissement de la décision d'achat.Ces résultats ouvrent des perspectives pour l'industrie financière et le développement de l'Education financière dans notre pays. / This dissertation draws from a sample of 13 000 clients of an online broker and 1.3M movements of buys and sells from January 2006 to June 2008. The results show that:1/ By regressing the buys and sells to the returns of the domestic index (CAC 40), the french individual investors have a contrarian behavior. This result is in line with the existing literature on "noise traders" and the market liquidity.2/ Through logistic regression of the purchase decision, we show that sophistication (that we proxy with the use of the SRD), is a strong factor explaining the purchase decision.These results can bring insights to the financial industry and help to the development of the financial litteracy.

When a powerful and ambitious nation peacefully transfers almost 600,000,000 acres to a comparatively insignificant nation, the event deserves careful scrutiny and evaluation. The Louisiana Purchase of 1803 was such a transaction. Although events and personalities surrounding the Purchase were complex and numerous, the one factor to be examined here is the role of American diplomacy. The problem is to determine the influence American diplomacy had in securing the Louisiana Purchase.

This master thesis aims to investigate the possibilities of predicting purchase intentions of customers during their sales processes in the real estate sector. Also, the web activity of customers on a real estate company’s web site is used as the basis for the forecasting. A machine learning framework has been developed, where its compliance with the GDPR is also assessed.  Five supervised machine learning algorithms – logistic regression, k-nearest neighbors, decision tree, random forest, multilayer perceptron – have been utilized for predicting the classes of the customers: buyers and non-buyers. Three data sets were generated, which represented the total number of active customers at different points in time: at the same day as a sales process starts (day 0) and 10 and 20 days after it. The algorithms were applied and evaluated on these data sets to identify when it is suitable to predict the purchase intentions of customers. To increase the generalization capability of the algorithms, hyperparameter optimization along with data resampling by combining undersampling and synthetic minority over-sampling techniques, k-fold cross validation and mutual information, as feature selection, were applied. The results show that the number of visited web pages, sessions, searched projects (concerning accommodations) and searched locations were relevant for all three data sets. The average price (in total and per square meter) of the most frequently visited web page regarding projects were also included in all the data sets. In addition, the total number of registration of interests sent, and the total amount of time spent on the company’s web site were considered in the second (day 10) and third data set (day 20). Further, a multilayer perceptron – applied 10 days after the start of a sales process – was considered as the optimal model for classifying the purchase intentions of customers. Moreover, the developed machine learning framework is argued to be compliant with the GDPR. Further evaluation regarding the compliance needs to be conducted if the methodology of this machine learning framework would be implemented in practice.

Denna uppsats har syftat till att undersöka förståelsen kring sexköp ur regionkoordinatorers och samtalsterapeuters perspektiv samt vilka strategier som förespråkas i det preventiva arbetet. För att besvara studiens syfte och frågeställningar har sex semistrukturerade intervjuer med yrkesverksamma inom området genomförts och materialet har sedan analyserats utifrån ett maskulinitetsperspektiv. Resultatet visade att de förklaringsmodeller som professionerna använder för att förstå och beskriva mäns köp av sexuella tjänster är hur sexköpet kan ses som en effekt av könsmaktsordningen, att sexköpet kan vara ett resultat av mäns svårigheter att uttrycka känslor, att sexköpet kan verka som en enkel utväg samt hur pornografin kan sudda ut gränser och skapa fantasier hos män. Vidare visade resultatet att de strategier som professionerna förespråkar i det preventiva arbetet är bemötandet och dess centrala roll i behandlingen för män som köpt sex samt utbildning till barn och unga i frågor som rör jämställdhet, könsnormer och pornografi. / The purpose of this study was to examine the understanding of sex purchases from the perspective of regional coordinators and therapists who work with men who bought sex, and what strategies they advocate in the preventive work. To answer the purpose of this study, six semi-structured interviews were conducted and the material was then analyzed with a masculinity perspective. The results showed that the explanatory models that professionals use to understand and describe men's purchases of sexual services are how the purchase of sex can be seen as an effect of the gender power order, that the purchase of sex may be a result of men's difficulty expressing emotions, that the purchase of sex can seem like a simple way out and how pornography can blur boundaries and create fantasies. Furthermore, the results showed that the strategies that the professions advocate in the preventive work are the treatment and its central role in the treatment of men who have bought sex as well as education for children and youths in issues relating to gender equality, gender norms and pornography.

Date: 2021-06-02 Level: Bachelor Thesis in Business Administration, 15 hp Institution: School of Business, Society and Engineering, Mälardalen University Authors: Alkhayyat Abdulmoaz (97/01/01), Stita Ayham (93/06/18) Title: Consumer Behavior towards green cosmetic products Tutor: Michela Cozza Keywords: Green products, purchase intention, eco-awareness, green cosmetic products, consumer behavior Research question: What are the factors influencing consumer purchasing choices when choosing green cosmetic products over synthetic cosmetic products? Purpose: To study the consumer behavior towards green products by analyzing the attitudes of customers choosing to purchase organic cosmetics and to further investigate the factors that affect their purchasing behavior. Method: This research followed a quantitative approach with a deductive reasoning, done by conducting a survey to collect primary data and interpret the results in order to reach a reasonable conclusion. Conclusion: It was found that green cosmetic products are important in reaching the various needs of customers as consent remaining environmentally friendly and sustainable is concerned. There are possible factors that impact consumer behavior, such as the social influences and eco-awareness, causing a change in buying behavior and attitudes.

Date: 02.06.2021 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Avesta Aspitman (94/05/24) , Beata Valeria Karacsonyi (95/08/01), Dalia Uthman (97/01/07)                      Title: Changes in online shopping activities of Generation Z students - A qualitative study on online purchase intent and impulsivity during Covid-19 Tutor: Leanne Johnstone Keywords: Online purchase intent, Covid-19, Generation Z, Students, Impulsive shopping Research question:  How has Covid-19 impacted the online purchase intent of students at Mälardalen region of Sweden? Purpose: To examine how the impact of Covid-19 has affected the online      purchase intent of students of Mälardalen region in Sweden. Method: This study has an inductive approach with a qualitative data collection. Semi-structured interviews were held with nine students within the Mälardalen region and were conducted online through the communication tool ZOOM. A thematic analysis was conducted to analyze the collected primary data and with assistance of the literature review, four dimensions of the topic could be identified: financial, performance, time and psychological. Conclusion: Online purchasing during Covid-19 has increased and thus, affected the online purchasing intent of students in the same way. This is mainly due to restrictions and due to the pandemic and the consumer’s perception of the online retailers’ adaptation to it. Increased impulsivity due to Covid-19 cannot be concluded in this study and thus contradicts existing and recent literature that suggests impulsive shopping increases in crises. Instead, Generation Z students are more inclined to save their money and make strategic choices to purchase online.

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.