Magister Artium (Psychology) - MA(Psych) / Substance use among pregnant women is a perennial problem in the Western Cape Province of South Africa. There are many influential factors are associated with substance use among women of childbearing-age. The study explored factors associated with substance use among pregnant women using a qualitative research design and the bio-ecological theoretical framework to explore and guide the researcher throughout the study. Participants were selected using purposive sampling. Only participants accessed from the Department of Social Development meeting the inclusion criteria of the study were interviewed using semi-structured interviews. Immediate referral for psychological intervention during the interview was available for participants who needed it. Braun and Clarke’s (2006) six phases of thematic analysis were utilised to analyse the data. The study adheres to ethical guidelines for the participants’ protection. Participants were informed about the study before the initiation of the interviews and the details of their voluntary participation were explained. The key findings from this study illustrate that socio-cultural factors, personal factors, emotional response and intimate relationships are the major contributing factors to substance use among pregnant women in this sample. The results outline the preventative measures that pregnant women implement. Lastly, the study reveals the positive and negative perceptions of substance use programmes that participants share. Some of the study findings are similar to the existing literature and some of the findings differed. Recommendations emanating from the study include that the stakeholders, rehabilitation centres, Department of Health and future researchers should act proactively against substance use during pregnancy.

Bakgrund: Dokumentation utgör en stor del av arbetet inom hälso- och vården. TIK - taligenkänning - är ett digitalt hjälpmedel som kan användas för att effektivisera vårddokumentationen. År 2021 genomfördes ett pilotprojekt med TIK inom RJL - Region Jönköpings län – som nu har breddinförts i flera verksamheter. Vårt uppdrag från sektion e-hälsa, Folkhälsa och sjukvård, är att följa upp arbetet med TIK efter breddinförandet. Syfte: Syftet med detta arbete är att undersöka vårdpersonalens upplevelser av användningen av TIK som hjälpmedel vid vårddokumentation. Metod: Studiens data samlades in med hjälp av en digital enkät med både fasta och öppna frågor. För att få ett representativt urval var kriteriet för deltagande att respondenterna skulle ha använt TIK i 3 månader eller mer. Enkäten riktade sig till både vårdadministratörer och behandlande vårdpersonal som på något vis kommit i kontakt med TIK i sitt dagliga arbete.  Slutsats: Resultatet visar att majoriteten av respondenterna upplever att användning av TIK har underlättat deras dokumentationsarbete och skapat utrymme för andra arbetsuppgifter. De anser att den största nyttan med TIK är att journalanteckningarna blir tillgängliga direkt för både personal och patienter vilket skapar förutsättningar för mer effektiva vårdflöden. Resultatet visar även på vissa tekniska utmaningar med TIK som påverkar respondenternas upplevelser men majoriteten är trots detta motiverade till fortsatt användning. Utifrån resultatet kan slutsatsen dras att upplevelsen av användningen av TIK skiljer sig åt beroende på hur respondenterna har arbetat med vårddokumentation före införandet. För att implementera det nya arbetssättet med TIK behöver användarna få utbildning, avsatt tid och kontinuerlig support. / Background: Documentation is a big part of the work in healthcare. TIK (speech recognition) is a digital tool that can be used to make the documentation more effective. In 2021, a pilot project with TIK was carried out within RJL (Region Jönköping County) which has now been widely introduced in several units. Our assignment from sektion e-hälsa, Folkhälsa och sjukvård (the section of e-health, Public health and healthcare), involves a follow-up on the work with TIK after the broad introduction of the system. Purpose: The purpose of this study is to investigate the healthcare staffs' experiences of the use of TIK as a supportive digital device in care documentation. Method: The data was conducted by an online survey with both fixed and open questions. In order to obtain a representative selection, the criterium for participation was that the respondents would have used TIK for at least 3 months. The survey was directed to both care administrators and treating care staff that somehow were in contact with TIK in their daily work. Conclusion: According to the result, most respondents feel that the use of TIK has facilitated their documentation and created space for other tasks. They state that the greatest benefit of TIK is that medical records become available directly to both staff and patients, which contributes to more efficient care flows. The result also shows that there are certain technical challenges with TIK that affects the respondents' experiences, but the majority is motivated to further use. Based on the result, the conclusion shows that the experience of the use of TIK differs depending on how the respondents have worked with care documentation before the introduction of the system. To implement the new way of working with TIK the users need to receive training, allocated time, and continuous support. / <p>Examen i vårdadministration, YH-utbildning: 20 YH-poäng</p>

Thesis (MBA)--Stellenbosch University, 2008. / ENGLISH ABSTRACT: There has been a dramatic increase in the use of the drug methamphetamine, also known locally as tik, in the Western Cape, specifically in Cape Town. This trend impacts the availability and the quality of labour as well as the productivity of current employees. The presence of tik abuse in the workplace represents both legal and ethical challenges to employers. The Labour Relations Act of 1995 states that employers must ensure a safe working environment for their employees. The actions of tik users tend to increase the risk of injuries at work and the occurrences of workrelated accidents that may harm others. Social responsibility requires employers to operate their business in an honourable manner, to provide good working conditions and to work actively to better the quality of life of the local communities where it operates. This responsibility translates into helping the tik users that they employ. The current relationship between employer and employee regarding tik is marred by conflict and misunderstanding. Employers seem unsure what to do and are unaware of how far-reaching tik abuse is. Tik abuse causes many problems for employees and also for their family and friends. By gathering information in a structured way the study aims to improve the understanding of employers so that they can help and prevent tik-related problems in the future. The study utilized descriptive qualitative research in the form of a questionnaire given to recovering tik users at two treatment centres in Cape Town, SANCA and De Novo. The research ran for about a month and gathered 82 usable questionnaires. Results, along with a literature study, were used to create a framework to guide employers on identifying tik users and on how to deal with them. The framework, the Tik Identification and Intervention Protocol (TIIP), contains criteria to help identify employees that may be using tik. The study showed that many international trends are evident in Cape Town. Approximately 40% of participants indicated that they were absent from work more often than prescribed by labour legislation; 70% of participants experienced that tik affected their ability to perform their duties; 32% of participants admitted that they stole to obtain funding for their drug habit. Some new findings became evident, such as the impact of the family on the participant's decision to go for treatment. The Western Cape's treatment centres are severely hampered by a lack of resources and are incapable at present of dealing with the current flood of patients. While plans are in place to rectify this, it is clear that in the short term at least, employers will have to take up more of the slack. The recovery process for a drug addict takes a long time; experts suggest it may take up to two years. Therefore employers need to be involved and create support programs at work to assist employees in their recovery. Employees can be cured from their dependency on tik, so that they can become healthy and contribute to the community and to their employer. / AFRIKAANSE OPSOMMING: Daar is 'n dramatiese toename in die voorkoms en gebruik van metaphetamien (plaaslik bekend as tik) in die Wes-Kaap, spesifiek in Kaapstad. Die tendens het 'n impak op die verskaffing en die kwaliteit van beskikbare arbeid, sowel as die produktiwiteit van huidige werknemers. Die voorkoms en gebruik van tik in die werksplek het beide wetlike en etiese uitdagings vir werkgewers. Die Arbeidswet van 1995 verklaar dat die werkgewer daarvoor verantwoordelik is om te verseker dat hul werksplek veilig is vir hul werknemers. Tik gebruikers verhoog die risiko en die voorkoms van werksbeserings en werksongelukke wat ander werknemers ook mag beinvloed. Sosiale verantwoordelikheid vereis van werkgewers om hul besighede op 'n eerbare wyse te bestuur, om goeie werksomstandighede te verseker en 'n aktiewe bedrae te lewer in die plaaslike gemeenskap waar hulle hul ook mag bevind. Die verantwoordelikheid sluit tik gebruikers in. Die huidige verhouding tussen werkgewers en werknemers in verband met die misbruik van tik word gekenmerk deur konflik. Werkgewers blyk onseker te wees ten opsigte van wat hul te doen staan en hoe verreikend die impak van die misbruik van tik mag wees. Die misbruik van tik veroorsaak 'n menigte probleme vir werknemers, sowel as vir hul vriende en families. Hierdie studie poog am deur 'n gestruktureerde wyse informasie te versamel met die doel om die begrip van werkgewers te verbeter, sodat hul tik gebruikers kan help en tik-verwante probleme in die toekoms kan voorkom. Die studie is beskrywend kwalitatief van aard en gebruik 'n vraelys om informasie te versamel by twee behandelingsentrums in Kaapstad, SANCA en De Novo. Die navorsing het vir omtrent 'n maand geduur waarna 82 bruikbare vraelyste ingewin is. Die resultate, sowel as die literatuurstudie wat gedoen is, is gebruik om 'n raamwerk op te stel wat werkgewers kan help om tik gebruikers te identifiseer, sowel as hoe om hulle te ondersteun. Die eerste gedeelte van die raamwerk, die Tik Identifikasie en Ingrypings Protokol (TIIP), bestaan uit kriteria wat gebruik kan word om werknemers te identifiseer wat tik gebruik. Hierdie studie het gewys dat verskeie internasionale tendense sigbaar is in Kaapstad. Ongeveer 40% van die deelnemers het aangewys dat hulle meer as die wetlike hoeveelheid dae afwesig was van die werk, 70% van die deelnemers het erken dat tik hulle vermoe am hul werk behoorlik te kan doen beinvloed het en 32% van die deelnemers het erken dat hulle gesteel het om geld te verkry am tik te koop. Die studie het daarop gedui dat die familie 'n integrale rol gespeel het in die deelnemers se besluit om vir behandeling te gaan. Dit blyk dat die Wes-Kaapse behandelings-hulpbronne ver te kort skiet om die saak te hanteer. Daar is tans planne in plek am die probleem die hoof te bied, maar dit is duidelik dat in die korttermyn, werkgewers 'n groter rol sal moet speel. Die herstelproses is van lange duur, en kenners meen dat dit tot twee jaar mag neem voor tik gebruikers volkome herstel het. Die werkemers het ondersteuning nodig gedurende hierdie moeilike proses. Die studie het bevind dat werknemers herstel en gesond kan word om weer 'n bydrae te kan lewer vir beide die werkgewer en die bree samelewing.

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Syfte: Syftet med studien är att bidra till forskningen kring hur SMMS kan gynna professionella fotbollsklubbar i deras varumärkesarbete. Studien ämnar specifikt att fylla luckan i forskningen kring de senaste trenderna på sociala medier.   Teori: Studien bygger på tidigare forskning om sociala mediers användning inom professionell fotboll, SMMS inom idrottsklubbar, relationsmarknadsföring (Rm), varumärkesidentitet och varumärkeslojalitet  Metod: Studien har genomförts utifrån en kvalitativ metod. Fyra semistrukturerade intervjuer har genomförts med fyra marknadschefer i klubbarna Hammarby FF, IFK Göteborg, IFK Värnamo och Brommapojkarna (BP)  Empiri och Analys: Empirin består av fyra semistrukturerade intervjuer och har analyserats utifrån studiens teorier.  Slutsatser: (1.) SMMS ger klubbarna enkla och effektiva sätt att kommunicera med sina intressenter. Detta hjälper klubbarna att sprida information samt utveckla och underhålla goda relationer med sina supportrar. (2.) SMMS hjälper klubbarna att synas och skapa samt bibehålla engagemang kring klubben. (3.) SMMS ger klubbarna en viss kontroll över det som syns och framställs, då de själva kan skapa en stor del av innehållet. / Purpose: The purpose of the study is to contribute to the research on how SMMS can help professional football clubs with their branding. The study specifically means to contribute to filling in the gaps in research of the latest social media trends.  Method: The study uses a qualitative research method with four semi-structured interviews that were conducted with the heads of marketing in football clubs Hammarby FF, Brommapojkarna, IFK Goteborg and IFK Värnamo.    Theory: The study builds off of earlier theories and research on social media use in professional football clubs, SMMS in sport clubs, relationship marketing, brand identity and brand loyalty.  Empirical data &amp; analysis: The empirical data is collected from four semi-structured interviews and has been analyzed in relation to the theories of the study.  Conclusions: (1.) SMMS gives the clubs easy and effective ways to communicate with their stakeholders. This can help the clubs to spread information as well as create and maintain good relationships with their fans. (2.) SMMS helps the clubs to become more visible as well as create and maintain engagement. (3.) SMMS give the clubs a certain amount of control over its image because they are able to create a lot of the content themselves.

Thesis (MTh)--Stellenbosch University, 2012. / ENGLISH ABSTRACT: Drugs are a very real problem in South-Africa. It affects health and is endemic to societal problems. Methamphetamine, popularly called “Tik,” is relatively cheap and easy to come by. Many young people use it and become addicted - with very bad repercussions for their families and society at large. In the Bellville South area most families suffer because of this scourge and are desperately looking for help. Faith communities have no option but to address the problem. The research focuses on the Bellville-South community where numerous families struggle with the scourge, desparately looking for help. As such faith communites are challenged to get involved and address tik-addiction and the related sociao-economic problems. The leadership of the Rhenish Church in Bellville took on the challenge to live up to the needs of families and society and to provide guidance for families. It is realistic to accept that there is no easy quick-fix solution to the problem. A holistic approach is needed. Thus the congregation has to do some real soul-searching and address its being functions, identity and calling in a time like this. How can the church be a safe haven for its members and the suffering community‟s parents and children? The research took an analytical look at the congregation, describing it from different angles. It also made a study of the drug problem, focussing on Tik. From a normative angle it looked at the essence of a missional church and asked how a missional church should address these challenges. It develops a strategy to guide leadership and congregation to support the families affected by the scourge. Eventually a missional ministry should be in place that will reach out in love and care to serve the community. / AFRIKAANSE OPSOMMING: Dwelmmisbruik is ‟n geweldige probleem in Suid-Afrika. Hierdie probleem hou nie net gesondheidrisiko‟s in nie, maar veroorsaak ook ernstige en dikwels verwoestende sosiale probleme. Methamphetamine, populêr bekend as Tik, is redelik goedkoop en vrylik beskikbaar. Dit word deur talle jongmense gebruik met die gepaardgaande veelvuldige gevolge en verslawing. Dit affekteer individue, gesinne, en totale gemeenskappe. Hierdie studie fokus op die gemeenskap van Bellville-Suid waar talle gesinne worstel met die euwel en desperaat soek om hulp. Hierdie situasie van tikverslawing en gepaardgaande sosiale uitdagings daag veral die verskillende geloofsgemeenskappe uit om betrokke te raak by die aanspreek van die probleem. Ook die Rynse Kerk Bellville staan midde in die sosiaal-maatskaplik en sosio-ekonomies uitdagings en behoeftes. Die leierskap van die gemeente is soekend om hulself te bekwaam om op „n sinvolle wyse lidmate te begelei in hoe om veral die uitdagings rondom tikverslawing aan te spreek. Aangesien gesinne in besonder deur hierdie verskynsel geraak word, fokus hierdie studie op die behoeftes van gesinne. Die gemeente besef dat daar nie ‟n resep vir so iets is nie en dat die probleem holisties aangepak moet word. Die gemeente word dus verplig om baie ernstig selfondersoek te doen en na sy wese, sy identiteit en roeping te kyk. Hoe kan die gemeente ‟n veilige hawe vir sy lidmate en gemeenskap se ouers en kinders word? Die ondersoek beskryf die Rynse Kerk Bellville asook die probleem van tikverslawing in die families van die gemeente. Hoe sou daar in die lig van „n missionale teologie op die uitdagings gereageer word? ‟n Bedieningsplan word voorgestel om die leierskap en lidmate te bemagtig om ondersteunend betrokke te raak by geaffekteerde families. Die doel hiervan is om ‟n missionale bediening te vestig wat met barmhartigheid en liefde die gemeenskap dien.

Thesis (MSc (Mathematical Sciences))--University of Stellenbosch, 2011. / Includes bibliography / ENGLISH ABSTRACT: The production and abuse of methamphetamine has increased dramatically in South Africa, especially in the Western Cape province. A typical methamphetamine use cycle consists of concealed use after initiation, addiction, treatment and recovery. The model by Nyabadza and Musekwa in [32], is extended to include a core group, fast and slow progression to addiction. The model is analysed analytically and numerically using mass action incidence function and non-linear incidence function. The analysis of the model with mass action incidence is presented in terms of the methamphetamine epidemic threshold R0. The analysis shows that the drug free equilibrium is locally asymptotically stable when R0 < 1 and drug persistent equilibrium is locally asymptotically stable when R0 > 1. The model also exhibits a backward bifurcation. Sensitivity analysis of the model on R0 is performed. The most sensitive parameters are transmission rate and recruitment rate of individuals into the core group. The non-linear incidence incorporates innovators and behaviour change. Analytically, the model is analysed in the absence of behaviour change. With behaviour change two cases were considered. Firstly without innovators and secondly with innovators. In the absence of innovators the non-linear incidence reduced to standard incidence and similar results to the ones in the first model were obtained. With the presence of innovators there is no drug free equilibrium. Numerically we fit the model to data on the number of patients who enter into treatment centers for rehabilitation. Using the fitted model, we determine the prevalence and incidence of methamphetamine abuse. We investigate the impact of behaviour change, ‘reinfection’ rate as well as uptake rate into treatment on prevalence. Our results suggest that intervention and prevention programs focusing on behaviour change and uptake rate into treatment would reduce the prevalence. Projections are made to determine the possible long term trends of the prevalence of methamphetamine abuse in the Western Cape. We give suggestions related to data that should be collected from a modelling perspective. / AFRIKAANSE OPSOMMING: Die vervaardiging en misbruik van metamfetamien het dramaties in Suid-Afrika toegeneem, veral in die Wes-Kaap provinsie. ’n Tipiese metamfetamien gebruiksiklus bestaan uit heimlike gebruik na aanvang, verslawing, behandeling en herstel. Die model deur Nyabadza en Musekwa in [32], is uitgebrei om ’n kerngroep in te sluit, vinnige en stadige verloop tot verslawing. Die model is analities en numeries ontleed deur van massa-aksie insidensie funksie en ’n nie-liniêre insidensie funksie gebruik te maak. Die ontleding van die model met massa-aksie insidensie word voorgestel in terme van die metamfetamien epidemiese drempel R0. Die ontleding toon dat die dwelmvrye ewewig lokaal asimptoties stabiel is as R0 < 1 en die dwelmblydende ewewig is lokaal asimptoties stabiel as R0 > 1. Die model beeld ook ’n terugwaartse bifurkasie uit. Sensitiwiteitsontleding van die model ten opsigte van R0 is uitgevoer. Die mees sensitiewe parameters is die oordraagbaarheidskoers en die rekrute koers van individue in die kerngroep in. Die nuwelinge en gedragsverandering word deur die nie-liniêre insidensie opgeneem. Analities, is die model ontleed in die afwesigheid van gedragsverandering. Met gedragsverandering is twee gevalle beskou. Eerstens sonder nuwelinge en tweedens met nuwelinge. In die afwesigheid van nuwelinge is die nie-liniêre insidensie herlei tot standaard insidensie en soortgelyke resultate is verkry, as dié wat in die eerste model verkry is. Met die aanwesigheid van nuwelinge is daar geen dwelmvrye ewewig nie. Numeries pas ons die model aan die data wat betrekking het met die aantal pasiënte wat in rehabilitasie sentra opgeneem word vir behandeling. Deur die gepaste model te gebruik, het ons die voorkoms en insidensie van metamfetamien misbruik bepaal. Ons ondersoek die impak van gedragsverandering, “re-infeksie” koers sowel as die koers van opname in behandeling op voorkoms. Ons resultate toon dat intervensie- en voorkomingsprogramme sal voorkoms verlaag, wat op die gedragsverandering en die koers van opname in behandeling konsentreer. Die model is ook gebruik om die aantal metamfetamien gebruikers te projekteer. Ons maak voorstelle verwant aan die data, wat vanuit ‘n modellerings-oogpunt ingesamel moet word.

El presente artículo busca analizar los diferentes beneficios para las marcas dirigidas a jóvenes de 17 a 25 años, al hacer uso de la nueva red social de Tik Tok como herramienta de Content Marketing. El objetivo de este artículo es poder conocer a través de los usuarios de Tik Tok, cuáles son los beneficios que las marcas dirigidas a jóvenes obtendrían al estar en constante interacción con ellos, teniendo en cuenta las diversas herramientas y opciones de manejo para crear contenido, que ofrece esta aplicación. La metodología a usar será de carácter cualitativo, debido a que se busca conocer las percepciones e intereses de los usuarios en Tik Tok, de tal manera que cada marca pueda utilizar estos descubrimientos para adaptarlos a los distintos mensajes de comunicación que buscan transmitir al público objetivo. / The present paper seeks to analyze the different benefits for brands that focus on young people from 17 to 25 years old, by using the new Tik Tok social network as a Content Marketing tool. The aim of this article is to acquaint through Tik Tok users, the benefits that brands for young people would obtain by being in constant interaction with them, taking into account the tools and management options to create content, offered by this application. The methodology to be used will be of a qualitative nature, since it seeks to know the perceptions and interests of Tik Tok users, so that each brand can apply these discoveries to adapt them to the different messages they require to convey to the target audience. / Trabajo de investigación

Region Jönköpings län står inför ett införande av taligenkänning där målet är att effektivisera hälso- och sjukvården. Taligenkänning möjliggör för vårdpersonal att tala in patientjournalan­teck­ningar i journalsystemet och direkt få det skrivet i text utan att en vårdadministratör eller lä­karsekreterare behöver transkribera. Syftet med denna studie är att utforska för- och nackdelar med taligenkänning och att försöka besvara de frågor som vårdadministrativ personal ute i Region Jönköpings län kan tänkas ha inför införandet. I studien så har kvalitativa metoder använts eftersom vi ville förstå och tolka människors handlingar, upplevelser, tankar och syn på verkligenheten. Vi har använt oss av intervjuer samt digitala enkäter och på så sätt samlat in information från både vårdadministrativ personal och sakkunniga inom taligenkänning.      Resultatet visar att en större del av de vårdadministratörer och läkarsekreterare som besvarade enkäten ser minst en nackdel med införandet av taligenkänning. De uttrycker att de saknar in­formation kring taligenkänning och många känner oro över hur det ska påverka deras arbetssi­tuation i framtiden. Enligt de sakkunniga innebär taligenkänning en effektivisering av hälso- och sjukvården som gynnar både personal och patienter. De menar att den vårdadministrativa personalen inte behöver oroa sig över framtiden då deras profession kommer att behövas lika mycket om inte mer, men att arbetet kommer att förändras och delvis ersättas av andra administra­tiva arbetsuppgifter.        I studien så kom vi fram till att taligenkänning frigör tid för den vårdadministrativa personalen, vilket i sin tur ger behandlare mer tid till patientbesök. Patientjournalsanteckningar hamnar på plats direkt vilket effektiviserar vården och stärker patientsäkerheten. TIK innehåller dessutom många hjälpmedel som bidrar till en minskning av bland annat felstavningar. Nackdelarna med TIK är enligt studien att arbetsredskapet inte passar alla behandlare och att språkkvaliteten i patientjournalen riskerar att försämras då vårdadministrativ personal inte längre ser över den. / The Jönköping County Region is about to introduce the use of speech recognition and the purpose of this is to make healthcare more efficient. Speech recognition enables healthcare professionals to directly speak medical records into the medical record system and have it written in text, without the need for a healthcare administrator or medical secretary to transcribe. The purpose of this study is to explore the pros and cons of speech recognition and to try to answer the questions that healthcare administrative personnel in the Jönköping County Region may have before the introduction.   The study was conducted with the use of qualitative methods because we wanted to understand and interpret people's actions, experiences, thoughts, and views of reality. We have conducted interviews and digital surveys to collected information from both healthcare administrative personnel and experts on speech recognition.   The results show that a larger part of the healthcare administrators and medical secretaries who answered the survey see at least one disadvantage with the introduction of speech recognition. They express that they lack information about speech recognition, and many are worried about how it will affect their work situation in the future. According to the experts, speech recognition is going to make healthcare more effective by providing benefits for both personnel and patients. They believe that the healthcare administrative personnel should not worry about the future as their profession will be needed just as much if not more, but that the work tasks will change and be partially replaced by other administrative tasks.   In the study, we concluded that speech recognition frees up time for the healthcare administrative personnel, which in turn gives healthcare professionals more time for patients. Medical records end up in the medical journal immediately, which streamlines healthcare and improves patient safety. TIK also contains many tools that contribute to a reduction of misspellings, among other things. According to the study, the disadvantages of TIK are that the work tool does not suit all healthcare professionals and that the language quality in the medical records risks deteriorating as healthcare administrative personnel no longer review them. / <p>Examensarbete i Vårdadministration; 20 yhp</p>

En el entorno digital, las personas tienen más poder sobre lo que quieren ver y lo que no. Por ello, las marcas buscan mantenerse en la mente del consumidor sin ser rechazados. En ese aspecto, los micro influencers poseen ciertas características de comunicación más cercanas y empáticas con el público que los sigue. El propósito de este estudio fue identificar cómo el uso de la marca Adidas por micro influencers de la red social Tik Tok promueve la recordación de marca en los millennials. Se hizo uso de un enfoque cualitativo por medio de entrevistas a profundidad. Se tomaron como variables a los micro influencers de la red social Tik Tok (X1) y a la recordación de marca (X2), siendo la variable dependiente la percepción de los Millennials (Y). / In the digital environment, people have more power over what they want to see or not in it. Therefore, brands seek to stay in the mind of the consumer without being rejected. In this matter, the micro-influencers have certain characteristics of closer and more empathetic communication with people that follow them. The purpose of this study was to identify how the use of the brand Adidas by micro influencers from the social network Tik Tok, promotes brand awareness in millennials. A qualitative approach was used through in-depth interviews. The micro-influencers of the social network Tik Tok (X1) and the brand awareness (X2) were taken as variables, with the perception of millennials (Y) being the dependent variable. / Trabajo de investigación