Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. More specifically, this study focuses on which communication channel that is best suited for establishing brand awareness for this generational cohort. Hence, the purpose of this study is to explicitly analyse the linkage between these variables and provide a guideline for companies targeting Generation Z. To obtain a deeper understanding, previous research has been reviewed and an extensive data collection has been conducted including two methods; interviews and a survey to obtain empirical evidence and valuable insights. The qualitative data was of main focus with the quantitative data gave more of an overview. By combining and evaluating the empirical findings in relation to previous research and theory we could identify patterns and relationships that eventually led to the conclusion and final results of this thesis. The initial results concluded from this study underlined the importance of brand awareness since it was the first step for the purpose of inducing purchases. In addition, the results also highlight the importance of building upon brand awareness to establish brand liking as it will provide for the increase of purchase intention. For establishing brand awareness when targeting Generation Z, Instagram is a means of preference and should be considered as part of a mix of various communication channels in using integrated marketing communications.

This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. Five different independent variables were identified; Source- Attractiveness, Trustworthiness, Expertise, Similarity, and Tie-strength, which were evaluated in relation to the dependent variable; Purchase intention. Lastly, Self-esteem was introduced as a moderating variable. The goal with the conceptual model was to gain a deeper understanding of how a consumer’s self-esteem may affect their purchasing behavior, as well as which factors that may influence their purchase intention. A quantitative research method was used, and ten hypotheses were developed from the conceptual model.    To test the hypotheses and answer the research questions, a questionnaire was distributed with the use of snowball sampling. Overall, 1029 Swedish females who followed an influencer on a social media participated in the survey. It was stated in the results and the analysis that all five independent variables had a significant positive relation on the consumer’s purchase intention. However, data shows that a consumer’s self-esteem solely had a relation on two of the five independent variables; Trustworthiness & Tie-strength. Trustworthiness was found to have a negative relation to the purchase intention, while Tie-strength was found to have a positive relation. A content analysis was conducted in order to identify other factors that the participants in the survey felt had a significant impact on why they followed their favorite influencer. The result of the content analysis identified two more factors that may impact the ability of an influencer to create a purchase. These were the Entertainment value and the Core values of the influencer.

Le bouche à oreille électronique s’est fortement développé ces dernières années surtout avec la multiplication de plateformes en ligne comme les réseaux sociaux. Traitant du cas des caractéristiques des messages en ligne (la force et de l’argumentaire des messages), ce travail nous a permis dans une première étape exploratoire de se familiariser avec le langage des internautes pour créer nos propres scénarios, de connaitre les principales interrogations des internautes concernant la crédibilité, la confiance et l’utilité de ces messages. Cette recherche et la revue de la littérature nous ont ainsi aidé à proposer un modèle conceptuel pivotant autour des caractéristiques des messages de bouche-à-oreille en ligne et leurs influences sur le comportement du consommateur.Une deuxième étape confirmatoire nous a permis de tester et de valider le modèle proposé etde vérifier ou d’infirmer certaines des hypothèses supposées. Les résultats statistiques montrent que les types des messages influencent la crédibilité perçue, l’intention d’achat et de recommandation. Les variables modératrices liées aux caractéristiques du récepteur des messages modèrent ces relations. Des variables médiatrices (i.e. la confiance perçue et l’utilité perçue des messages) sont considérées comme fondamentales pour l’évaluation des messages de bouche à oreille électronique. / The electronic word of mouth has grown considerably the last years especially with the proliferation of online platforms like social networks. Treating the specific case of the characteristics of online messages (the valence strength and arguments), this work has helped us in a first exploratory step to learn the language of the Internet to create our own scenarios, to know the main questions of users about the credibility and the trust and usefulness of these messages. This research and literature review have enabled us to propose a conceptual model to pivot about the characteristics of word-of-mouth messages online and influences on consumer behavior. Through a confirmatory analysis we tested and validated the proposed model and accepted and rejected some of our supposed hypothesis. The statistical output had shown that the types of messages influence the perceived credibility, purchase intent and recommendation. Moderator variables related to the characteristics of the message receiver moderate these relationships. Mediating variables (ie perceived trust and perceived usefulness of messages) are considered fundamental for the evaluation of electronic word of mouth messages.

La presente investigación tiene el propósito de conocer las actitudes, comportamientos e intención de compra de los consumidores finales hacia la publicidad en redes sociales de productos farmacéuticos OTC del distrito de San Borja en Lima, Perú. El objetivo es descubrir oportunidades de mejora para el sector farmacéutico el cual no tiene una taza de crecimiento alto como otros sectores en el mercado publicitario digital. Para esto se realizó una investigación cuantitativa, la herramienta utilizada fueron encuestas a una muestra de 383 pobladores consumidores de este tipo de mercado. Además se realizó investigación cualitativa utilizando dos herramientas: Focus group o grupo de enfoque, los cuales tienen las características de la muestra objetivo de investigación y entrevistas en profundidad a expertos en los temas resaltados. Se descubrió que la intención de compra luego de impactar en el público objetivo es positiva, y la misma se ve afectada por las actitudes y el comportamiento. Las actitudes son afectadas por el contenido de los anuncios, los cuales tienen que ser informativos, creíbles y entretenidos. Estos resultados de suma importancia para el planeamiento y ejecución de plan de marketing dentro del sector farmacéutico, de manera que deberían plantear estrategias innovadoras en este rubro y poder ahorrar presupuesto utilizando el medio digital que es más económico que los medios tradicionales como televisión, radio y revistas. / The present investigation has the purpose of knowing the attitudes, behaviors and intention of purchase of the final consumers towards the publicity in social networks of pharmaceutical products OTC of the district of San Borja in Lima, Peru. The objective is to discover improvement opportunities for the pharmaceutical sector which does not have a high growth rate as other sectors in the digital advertising market. For this, a quantitative investigation was carried out, the tool used was surveys to a sample of 383 consumers of this type of market. In addition, qualitative research was carried out using two tools: Focus group, which have the characteristics of the objective sample of research and interviews with experts on the topic. It was discovered that the purchase intention after impacting the target audience is positive, and it is affected by attitudes and behavior. Attitudes are affected by the content of the ads, which have to be informative, credible and entertaining. These results are very important for the planning and execution of the marketing plan within the pharmaceutical sector, so they should propose innovative strategies in this area and be able to save budget using the digital medium that is more economical than traditional media such as television, radio and journals. / Tesis

El propósito de esta investigación es encontrar la relación entre el Brand Equity e la intención de compra en los Homecenter con la categoría de pinturas látex, en hombres de 36 a 45 años, del nivel socioeconómico C en Lima Metropolitana. La metodología de investigación fue de carácter mixta ya que se aplicó herramientas cualitativas y cuantitativas. En la investigación la cualitativa se realizó 4 entrevistas a expertos, 3 grupos focales y 4 observaciones presenciales en Homecenter. Por otro lado, para contrastar la información de los expertos, se utilizó la investigación cuantitativa para darle una representatividad a los datos. Se utilizó una muestra de 190 personas escogidas por muestro no probabilístico por cuota, las cuales fueron encuestadas con un cuestionario elaborado de 24 preguntas el cual fue aplicado de manera presencial en papel. Posteriormente, se aplicó un análisis de correlación, cuyos resultados arrogaron que la relación entre el Brand Equity y la intención de compra en los Homecenter fue positiva. Dentro las dimensiones establecidas, se utilizó: calidad percibida, Brand Loyalty y Brand Trust. El resultado más destacable fue con la dimensión “Calidad percibida” que obtuvo la mayor fuerza de relación hacia la intención de compra con una correlación de: 0,423. Por último, cabe destacar que estos resultados son de utilidad para todo el sector de mejoramiento del hogar o pinturas, para demostrar que las estrategias de Brand Equity forman parte de los factores que fomentan las ventas en la categoría y le agregan valor a la empresa. / The purpose of this research is to find the relationship between Brand Equity strategies and the purchase intention for Homecenter. The research was conducted for the category of decorative paints, in men aged 36 to 45 years old, with a socioeconomic level of C at Metropolitan Lima. The research methodology had a mixed nature, qualitative and quantitative tools were applied. The qualitative research had: four interviews with experts, three focus groups to the target and four direct observations at Homecenter. On the other hand, to compare the information of the experts, a quantitative investigation was applied. The sample was conformed of 190 people that were chosen for non-probabilistic sampling by quota method, which were surveyed with a paper questionnaire made of 24 questions which was applied in person. Subsequently, a correlation analysis was applied, that showed up that the relationship between the Brand Equity and the purchase intention in Homecenter were positive. To measure the relationship a three-dimension model was created for the Brand Equity model which included: perceived quality, Brand Loyalty, and Brand Trust. The most notable result was the dimension of “perceived quality” that obtained the greatest relation with the purchase intention with a correlation of: 0.423. Finally, it should be noted that these results are useful for the entire Homecenter or painting sector, to demonstrate that Brand Equity strategies are part of the factors that promote sales in the category and add value to the retailer. / Trabajo de investigación

現今應用程式軟體（APP）不斷推陳出新，吸引不少企業與廠商投入應用程式設計的行列，原因來自於使用者高度熱衷使用這類型的程式，而此高使用度也可能正面影響使用者對贊助品牌的認同度。由於近年來資訊科技與通訊發展迅速，因而帶動應用程式設計業者設計更多動態功能與互動性功能的應用程式以期留住顧客，鼓勵他們重複性購買該應用程式之衍生商品，以提升顧客忠誠度。但隨著有越來越多的社群與手機遊戲應用程式漸漸在現今生活中形成一股重要潮流後，企業應瞭解添加遊戲元素至應用程式中將能夠帶給顧客哪些價值感受，並選取最重要的元素作為主要訴求。本研究中整理不同的遊戲設計元素及不同人口統計特徵與消費行為，用以探討不同類型顧客的消費購買意向，在檢閱過遊戲設計的相關文獻後，本研究歸納出七種遊戲設計元素，並以個案研究方式驗證這些元素後，進而提出研究假設，試圖找出遊戲設計對不同類型顧客的影響。接著，為驗證本研究提出的假設，我們調查五百名受試者對遊戲元素的感受，希望本研究成果能提供應用程式設計者參考，設計出更貼近使用者需求的應用程式，幫助他們從衍生產品中獲得更高的收益。 / Applications software (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a customer’s attitude toward the sponsoring brand. Due to the advancement of information and telecommunication technologies, more dynamic and interactive applications have been developed to retain customers and encourage repeat purchasing for extension products and further enhance customer loyalty. As the increasing application of social and mobile games plays an important trend in today’s culture, enterprises need to understand the value of adding frequent game design elements into every customer encounter. This study consolidates different game design elements and demographics to explore the purchase intentions of different types of customers. We have reviewed the game-design literature and identified seven motivational elements. Using a case analysis, we verified these elements and proposed hypotheses on game design for different types of customers. Then the hypotheses was tested by collecting responses from 500 participants regarding their perceptions of the elements of the game activity. We hope that the findings can provide app designer useful references in generating more revenue from extension products.

2015年的今日是一個充斥著各種媒體的社會，我們每天都會接觸到形形色色的廣告標語。根據前人之研究，廣告標語是一項普遍且相當有效的行銷技術。企業打廣告的最終目的無非是提高銷售量，而之前的研究探討廣告標語對購買意願影響者較少，也較少針對廣告標語進行分類後來探討其效果。故本研究使用理性與感性兩大類、共16種不同策略訴求之廣告 標語作為探討主題，以問卷調查方式來研究其對產品態度及購買意願二種廣告效果之影響，並以產品涉入程度(高/低)作為調節變數。 本研究使用「汽車」作為高涉入產品，「罐裝咖啡」作為低涉入產品來進行平面廣告的實驗，實驗對象為政治大學的大學生、研究生，以及PTT論壇上e-Shopping版的版友，共回收1,002份有效問卷，根據本研究之分析結果，可以得到以下發現： 一、 使用廣告標語的廣告文案可以增加消費者的購買意願。 二、 廣告標語的理性程度越高，消費者會形成更佳的產品態度及購買意願。 三、 產品態度與購買意願兩變數間存在顯著正向關係。 四、 產品態度在廣告標語理性程度與購買意願間具有部分中介效果。 五、 產品涉入程度在廣告標語理性程度與產品態度及購買意願間不具調節效果。 六、 在高涉入產品中，使用「類別訴求標語」、「理念形象訴求標語」、「功效訴求標語」能使消費者有較佳的產品態度及購買意願。 七、 在低涉入產品中，使用「理念形象訴求標語」、「類別訴求標語」能使消費者有較佳的產品態度及購買意願。 根據本研究之結果，廣告標語在行銷上擔任了非常重要的地位，且廣告標語越為理性消費者的反應也越好。因此建議行銷或廣告從業人員在設計廣告標語時，可以先往理性這個大方向著手，再搭配適當訴求策略的廣告標語，以達到最佳的廣告效果。 / It is now a society with plenty of medias, and everyday there are many kinds of advertising slogans showing up in front of our eyes. According to previous studies, advertising slogan itself is one of very common and effective marketing techniques. The most important purpose for companies to launch an advertisement is to increase the sales of their products or services. However, few studies have discussed the relation between advertising slogan and purchase intention or sorting advertising slogans by different appeals. Therefore, this study used rational and emotional advertising slogans (with 16 different types of appeals in total), and add product involvement as moderator, to discuss their influence on attitude toward product and purchase intention. This study used car as high-involvement product and canned coffee as low-involvement product to conduct an advertisement experiment. 1,002 people from the students of NCCU and the users of “e-Shopping” online fourm on PTT participated in the experiment. The several findings include: 1. Using advertising slogans in an advertising copy can increase purchase intention. 2. Rational advertising slogans led to better attitude toward product and purchase intention. 3. There is a positive relation between attitude toward product and purchase intention. 4. Attitude toward product has a partial mediator effect between the rational level of slogan and purchase intention. 5. Product involvement does not have moderator effect between the rational level of slogan and attitude toward product (purchase intention). 6. In high-involvement product, the “category appeal slogans”, “ideal and image slogans” and “function slogans” led to a better attitude toward product and purchase intention. 7. In low-involvement product, the “category appeal slogans” and “ideal and image slogans” led to a better attitude toward product and purchase intention. According to the findings, slogan is an important marketing technique. The more rational a slogan is, the better reaction a consumer has. People who work as marketing or advertising staffs can take this result into consideration when they are designing the slogans of their products or services to get the better advertising effectiveness.

App 內購買(In-App Purchase, IAP)已成為現今App 營收的主要模式，而過 去針對此一現象的研究大多集中於遊戲類的App，較少針對其他類型App(工 具、資訊、社交)進行探討。 本研究先利用文獻歸納的方式，整理出可能影響使用者App 內購買的因 素，再透過深度訪談法，針對曾經進行過App 內購買的使用者進行訪問，歸納 出App 使用動機、販售商品與App 的互補性與口碑情緒三個因素會影響使用者 對商品的知覺價值與購買意圖，並依此建構本研究的研究模型，並進行實驗設 計。在實驗中，本研究挑出四種不同類型的App，並以高低互補性、正面口碑 的有無為操弄變項，搭配App 使用動機來搜集資料並進行分析。 研究結果發現：(1) 部分App 使用動機會對知覺價值與購買意圖有顯著影響。 (2) App 與商品的互補性對於知覺價值與購買意圖皆有顯著影響。(3) 口碑對於 商品的知覺價值有顯著影響，但是對於購買意圖沒有顯著影響。顯示IAP 商品 是否能與App 有效整合，為App 帶來更多的價值，才是影響使用者購買意圖的 最大因素。 / In-App purchase(IAP) has become the main revenue model in App market. Previous studies on this issue are mostly focused on game Apps, and rarely explored other types of Apps such as productivity tools, information or social networking tools. In this study, we use literature analysis and in-depth interviews to find factors that may affect users’ in-app purchase intention. User motivation, product complementarity, and word-of-mouth are found to affect users’ perceived value and in-app purchase intention. We developed a theoretical model and designed an experiment to test the model. In the experiment, we chose four different types of Apps, designed with different levels of complementarity and different sentiment of word-of-mouth (user comments) as the treatment. The results indicated that: (1) Certain motivations significantly affected the perceived value and purchase intention of IAP products. (2) Complementarity between IAP products and the App significantly affected the perceived value and purchase intentions of IAP product. (3) word-of-mouth significantly affected perceived value but not affecting the purchase intention of IAP products.

Background: A significant increase in the global food demand is expected to occur in the near future. Since the currently implied food system will not be able to meet this demand without impacting the environment negatively, it is crucial to consider alternative ways of producing food. Entomophagy thereby presents an approach that could be deployed to meet the future demand in an environmental and sustainable way. However, whereas multiple studies investigate consumers’ acceptance of insect-based products, little is known about their purchase intentions. Purpose: The purpose of this study is to explore the underlying factors affecting Swedish university-attending Generation Y consumers’ purchase intentions towards insect-based products. In order to fulfill the purpose of this study, two research questions have been developed. Thereby, the Theory of Planned Behavior was chosen as a theoretical framework. Method: The research philosophy of this study adopted elements of both constructionism and interpretivism. Further, this study applied an abductive approach and a qualitative research design with an exploratory purpose. A total of three focus groups were conducted in order to explore purchase intentions towards insect-based products. In addition, a taste test was incorporated in each focus group to explore the participants’ reactions when given the opportunity to try an insect-based product. To adequately reach the selected target population, a combination of a self-selection sampling technique and a convenience sampling technique was employed. Lastly, a content analysis following a directed approach was applied in order to properly analyze the collected data. Conclusion: The empirical findings of this study suggest that eleven factors are contributing to the target populations’ purchase intentions towards insect-based products. Thereby, ten of these factors are connected to the components of attitude, subjective norm, and perceived behavioral control of the theoretical framework whereas the remaining factor was not categorized within these components. Regarding the conducted taste test, it was found that the large majority of the participants were willing to try. Further, the taste test showed that all participants followed their initial intentions.

Submitted by Cyntia Uehara (cyntia_uehara@hotmail.com) on 2017-08-18T12:49:33Z No. of bitstreams: 1 20170817DissertacaoMestrado_CyntiaUehara.pdf: 1589421 bytes, checksum: a022fcd5fcac3b989f39359bfd1f9b1c (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2017-08-18T12:55:36Z (GMT) No. of bitstreams: 1 20170817DissertacaoMestrado_CyntiaUehara.pdf: 1589421 bytes, checksum: a022fcd5fcac3b989f39359bfd1f9b1c (MD5) / Made available in DSpace on 2017-08-18T14:19:09Z (GMT). No. of bitstreams: 1 20170817DissertacaoMestrado_CyntiaUehara.pdf: 1589421 bytes, checksum: a022fcd5fcac3b989f39359bfd1f9b1c (MD5) Previous issue date: 2017-07-20 / Brands that promote actions focused on social issues hope to convey to consumers their position on corporate social responsibility (CSR) in order to improve their evaluation with this public. However, the use of these actions may not cause the desired effect, either by the consumer's distrust of such activities or by the individual's lack of sensitivity to the subject. The effect of these actions may suffer interference from other aspects related to consumer profile and knowledge about products and brands, for example. In this way, this study investigated by a factorial experiment between subjects the effect of the Cause Related Marketing (CRM) the reaction of the consumers regarding the perceived image of the brand, the attitude towards the brand and the intention to purchase the brand that adopts CRM. Were tested brands already on the market of products considered harmful to health (soft drinks) by the World Health Organization and products considered as beneficial to health (mineral water) supporting the cause ‘nutritional re-education’. Familiarity with the brands, high and low, was also evaluated in the study. An experiment was conducted with 480 Brazilian consumers of both sexes, who had income above 1 minimum wage, aged between 18 and 60 years and who had attended at least high school, in order to reflect the actual buying behavior. This study also verified the relationship between consumer skepticism as well as the congruence of the social cause with the brand and the attitude, image and intention to buy. The choice of brands was based on the knowledge and frequency of use that the consumer has with these product types, which makes possible the external validity of the experiment. The data were analyzed by means of averages test and also by linear regression. The results of the experiment point out that the CRM shows greater adherence to brands with low familiarity and beneficial health products. Highly familiar brands did not show significant changes in consumer assessment and the health products of low familiar brands achieved an improvement in attitude, image and purchase intent when tied to an CRM campaign. A positive and significant relationship was also identified between skepticism and congruence in the consumer's attitude and the intention to buy the brand, however, a significant influence on the brand image was not perceived. / Marcas que promovem ações voltadas às questões sociais esperam transmitir aos consumidores seu posicionamento em relação à responsabilidade social corporativa (RSC) visando melhorar sua avaliação junto a este público. Todavia, o uso dessas ações podem não causar o efeito desejado, tanto pela desconfiança que o consumidor nutre em relação a essas atividades, quanto pela falta de sensibilidade do indivíduo a esse tema. O efeito destas ações pode sofrer interferência de outros aspectos relacionados ao perfil do consumidor e conhecimento sobre produtos e marcas, por exemplo. Desta forma, este estudo investigou por meio de um experimento fatorial entre sujeitos o efeito do Marketing Relacionado à Causa Social (MRC) na reação dos consumidores quanto à imagem percebida da marca, à atitude em relação à marca e à intenção de compra da marca que adota MRC. Foram testadas marcas já existentes no mercado de produtos considerados prejudiciais à saúde (refrigerantes) pela Organização Mundial da Saúde e de produtos tidos como benéficos à saúde (água mineral) apoiando a causa ‘reeducação alimentar’. A familiaridade com as marcas, alta e baixa, também foi avaliada no estudo. Foi conduzido experimento com 480 consumidores brasileiros de ambos os sexos, que possuíam renda acima de 1 salário mínimo, idade entre 18 e 60 anos e que tivessem cursado pelo menos o ensino médio, com o intuito de refletir o real comportamento de compra. Esse estudo verificou também a relação entre o ceticismo do consumidor bem como a congruência da causa social com a marca e a atitude, a imagem e a intenção de compra. A escolha das marcas tomou como base o conhecimento e a frequência de uso que o consumidor tem com esses tipos produtos, o que possibilita maior validade externa do experimento. Os dados foram analisados por meio de teste de médias e também por regressão linear. Os resultados do experimento apontam que o MRC apresenta maior aderência para marcas de baixa familiaridade e para produtos benéficos à saúde. Marcas de alta familiaridade não apresentaram mudanças significativas na avaliação do consumidor e os produtos prejudiciais à saúde de marcas de baixa familiaridade obtiveram uma melhora na atitude, na imagem e na intenção de compra ao ser atrelada a uma campanha de MRC. Foi identificada também uma relação positiva e significativa entre o ceticismo e a congruência na atitude do consumidor e na intenção de comprar a marca, todavia, não se percebeu uma influência significativa sobre a imagem da marca.