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El presente trabajo de investigación tiene como objetivo principal determinar si existe una relación entre la actitud del consumidor hacia el anuncio y la intención de compra generada por el influenciador de moda en Instagram, para las MYPES en Lima Moderna. El panorama actual propone la implementación del “Influencer Marketing” como una estrategia impulsora frente a un mercado global en el cual el consumidor está más informado y confía en opiniones de expertos que brindan sus experiencias de moda. Surge entonces la necesidad de que las micro y pequeñas empresas logren comprender la importancia del Marketing Digital dentro de su plan estratégico, con el fin de incrementar su cartera de clientes y ser más competitivos en el mercado global. En base a ello, las MYPES en Lima moderna utilizarán influenciadores en redes sociales que generan mayor credibilidad en los usuarios. Sin embargo, en Lima Moderna aún existe indiferencia hacia el Marketing Digital. Es por ello que resulta fundamental lograr que las MYPES conozcan el efecto que tiene el Marketing Digital sobre el consumidor actual. También se buscó identificar quienes son los influenciadores de moda más seguidos por los jóvenes. Asimismo, a partir del análisis de regresión múltiple utilizado en la herramienta SPSS, se demostró que todas las variables usadas en el presente estudio influyen en la intención de compra. / The main objective of this research work is to determine if there is a relationship between the attitude of the consumer towards the advertisement and the purchase intention generated by the influence of fashion on Instagram, for the MYPES in Modern Lima. The current scenario proposes the implementation of "influence marketing" as an impulsive strategy against a global market in which the consumer is more informed and confident in the opinions of the experts who provide their fashion experiences. The need arises for micro and small companies to understand the importance of Digital Marketing within their strategic plan, in order to increase their client base and be more competitive in the global market. In this sense, the MYPES in Lima will used that strategy to improve the credibility of users. However, in Modern Lima there is still indifference towards Digital Marketing. That is why it is essential to achieve that the MYPES join the effect that Digital Marketing has on the current consumer. We also seek to identify who is the fashion influence most followed by young people. Likewise, from the multiple regression analysis used in the SPSS tool, it was shown that all the variables under study influence purchase intention. / Tesis

This thesis aims to increase understanding of New Zealand consumer reactions to messages promoting genetically modified food products (GMFs) and to determine how the manipulation of three persuasion variables, message sidedness, source credibility and inward vs. outward focus impact upon consumer attitudes. To achieve this aim, the study integrated two frameworks, Bredahl's, (2001) determinants of attitudes towards GMFs and Wansink and Kim's, (2001) strategies for educating consumers about GMFs, into a new model. To empirically examine the model, a web-based experiment using a 2x2x2 between-subjects factorial design was conducted. The experiment exposed participants to one of eight treatment groups containing a promotional message for Genetically Modified foods. The participants then completed an on-line questionnaire detailing their responses to the messages. A total of 380 useable questionnaires were collected from a national sample of consumers and analysed using ANCOVA. The results of the study suggest that the outwardly focused, two-sided message was more powerful at lowering perceptions of risks, raising perceptions of benefits and positively influencing attitudes toward the ad than either the one-sided, outwardly focused message, or the inwardly focused messages of either sidedness condition. For purchase intentions individual differences appeared to be of greater influence than message factors.

This study examines how independent writers in Czechia operate at the intersection of creative processes and management of their writing ventures. With a leading set of research questions, this paper delves into the array of contemporary methods and tools used for monetization, considers their influence on content creation, explores the relation to underlying motivations of writers and investigates the current intermediary landscape in the field. As a first academic probe into the topic in the country, the research introduces key concepts and then takes the inductive approach of a qualitative study conducting 7 in-depth interviews with local independent creators and employing grounded theory for the data analysis. The themes emerging from the research of this population sample suggest that local independent writers exhibit a high degree of resourcefulness in their monetization strategies as they combat inherent uncertainties of their vocation. They are also mainly driven by intrinsic motivations in their creation, and while they enjoy a great deal of creative freedom thanks to their independent status attained by often becoming self-publishers, the findings show that the traditional intermediaries such as publishing houses remain highly relevant in the field.

The curiosity for source criticism was something that sparked in us during our internships. We discovered that students, even at an early age, frequently use digital sources and social media to find information and news. The purpose of this meta-study is to find out how the Swedish school system teaches the younger students about critical thinking and source criticism. The current Swedish curriculum mentions in the introductory chapters, along with the core content for Swedish and civics education, that the students should get the opportunity during their education in compulsory school to develop a source-critical approach. The research question posed was therefore “Are the younger students in compulsory school given the right tools and conditions to develop their critical thinking in civics education, to thus understand contemporary society?”. To find answers to this question, a qualitative textual analysis was conducted to determine a selection of related literature. The results showed that the schools lacked practical work regarding critical thinking and source criticism. As a result the teachers find it difficult to determine how it should be incorporated, along with which subject is responsible for it. Studies have shown confusion mainly among Swedish and civics teachers, since both teachers considered source criticism to be the other teacher's area of responsibility. The results also included which abilities are needed for a student to be able to develop a source-critical approach to thinking, also how a phenomenon can be interpreted differently depending on the experiences of the observer. The primary conclusion drawn was that there is a significant lack of research focusing on students in elementary school and how they relate to media and other information they meet every single day. It was also concluded that there is a lack of communication regarding this topic in the Swedish school system and how important it is for young students to develop critical thinking skills to be able to participate in our society as democratic citizens.

The growth within internationalization has changed the world at a rapid pace, with businesses expanding into foreign markets on a daily basis. Similarly, to the growth within internationalization, social media has changed how marketing activities are conducted throughout the world. Influencer marketing has been one of those drivers of growth, changing the way that brands market themselves on a global basis. Therefore, there is a need to understand the relationship between internationalization and influencer marketing but determining the role that internationalization plays in the way that influencer marketing is used within businesses that plan on expanding to new markets. In relation to how traditional marketing tools are adapted through the use of influencer marketing during the internationalization process. For the data collection two interviews were conducted along with one questionnaire with 109 respondents. The study has followed the same structure as can be seen in the frame of reference, according to two main subjects: Internationalization and E-marketing. The findings gathered through the questionnaires showed that credibility was highly valued in relation to that the use of local influencers was preferred to increase trust and credibility between the brand, influencer and their target audience. Along with credibility being more valued by the respondents than an influencer's network size. The findings from the interviews show that the use of influencer marketing is greatly dependent on the needs and preference of the individual market. While one brand preferred a more united front, yet still adapting to the Chinese market in terms of using local influencers and social media platforms. The other brand favored using local influencers in their different markets in order to best reach their consumers. Influencer marketing was used by the two brands to build brand awareness in new markets, through different influencer networks, yet the size of the network was not important for one of the brands, instead it was the connections within the network that were important.

負面事件比正面事件更能達到引起人們注意的效果，然而消費者的品牌依賴程度和負面事件之間的相互作用關係過去很少被研究。因此，本研究希望能透過調查年輕的品牌手機使用族群，以瞭解負面事件的嚴重性、負面事件的來源可靠性，和消費者的品牌依賴程度對消費者的負面品牌態度改變、負面產品評估改變、及風險認知改變程度的影響。 本研究發現，當一個品牌被負面事件攻擊時，消費者的品牌依賴程度及負面事件的嚴重程度會分別對其負面產品評估改變、及風險認知改變程度產生影響；而消費者的負面品牌態度改變只會被其品牌依賴程度影響。並且，負面事件發生時，消費者的品牌依賴程度並不能解決負面內容對消費者所帶來的影響，真正重要的是反而是負面事件的嚴重程度和來源可靠性。品牌管理者應該多加注意的負面事件的組合為高風險且來自較可靠的管道，因為這樣的組合會對消費者產生負面影響最大；而較不需注意的是低風險且來自較不可靠的管道的負面事件組合，因為這樣的組合對消費者產生負面影響最小。 / Negative events are known to drawn more attention than positive events, but how consumers’ brand attachment would interact with negative events is rarely discussed in the literature. As a result, this research would like to investigate how severity level and source credibility of a negative event, and consumers’ brand attachment would affect consumers’ negative brand attitude change, negative product evaluation change and perceived risk change through studying of young adults who use brand cell phone. In this research, it is found that when a brand is attacked by a negative event, consumer’s brand attachment and the severity level of a negative event would both affect consumer’s negative product evaluation and negative product evaluation changes, though only brand attachment would affect consumers’ brand attitude. Furthermore, brand attachment cannot resolve negative impacts of a negative event to the consumers; instead, the severity level and the source of a negative event would affect consumers’ negative brand attitude, negative product evaluation and perceived risk changes. Specifically, it is worth the brand managers the most attention when a negative event involves high severity level and comes from a more credible source, as this combination bring more negative changes to consumers, and the least attention when a negative event involves low severity level and comes from a less credible source, as this combination would bring least negative changes to consumers.