京都大学 / 0048 / 新制・課程博士 / 博士(情報学) / 甲第22805号 / 情博第735号 / 新制||情||126(附属図書館) / 京都大学大学院情報学研究科社会情報学専攻 / (主査)教授 吉川 正俊, 教授 森 信介, 教授 田島 敬史 / 学位規則第4条第1項該当 / Doctor of Informatics / Kyoto University / DFAM

Social Media has become a place for Social Media Influencers (SMIs) and brands to interact with users. For decades, brands and companies have been engaging in Corporate Social Responsibility, which has recently become highly visible through social media. While not brands, SMIs have also started engaging in and creating social responsibility content on social media platforms, such as Instagram. An experimental design study of 421 participants was conducted to examine and compare consumer perceptions. Using self-presentation theory as a framework and experimental design, this study analyzes consumer perceptions of brand and SMI credibility and authenticity when engaging in social responsibility content on social media.

eWOM är en viktig kommunikationsmetod på internet idag där konsumenter kan dela med sig av sina åsikter, erfarenheter och information angående företaget eller dess produkter genom online recensioner, som då finns lätt tillgängligt för andra att läsa. Detta har visat sig genom den granskade forskningen att eWOM har en betydande roll för hur konsumenters köpintention påverkas. Det finns olika faktorer inom eWOM som kan vara anledningen till att konsumenter idag väljer att läsa online recensioner innan ett köp. Denna studie fokuserar på faktorerna trovärdighet, kvalitet och kvantitet. Online recensioner kan även finnas på olika plattformar men denna studie har avgränsats detta till e-handelsplattformar, där företag säljer sina produkter eller tjänster. Den granskade forskningen från olika länder visar på att eWOM påverkar deras konsumenter, men det upptäcks en avsaknad av den svenska befolkningen. Detta leder till att syftet med denna studie är att undersöka om upplevd trovärdighets, kvalitets och kvantitets faktorer inom eWOM har en påverkan på svenska konsumenters köpintention på e-handelsplattformar. eWOMs direkta påverkan på köpintentionen med hjälp av den valda inriktningen utgör det teoretiska ramverk som denna studie grundar sig i. För att kunna svara på syftet så genomförs studien genom en kvantitativ forskningsmetod för att försöka generalisera om de svenska konsumenterna påverkas av eWOM. Datainsamlingen utförs genom en digital enkät som publicerades på två Facebook grupper med en inriktning på möbler och heminredning. Enkäten utformades efter påståenden där respondenterna skulle ta ställning och 102 svar kom in. Resultatet av datainsamlingen visar på att de svenska konsumenterna påverkas av eWOM i form av online recensioners trovärdighet, kvalitet och kvantitet. Resultatet visar även på att kvalitet anses vara den faktor som har störst påverkan på konsumentens köpintention. Vilket visar att de hypoteser som ställs i studien accepteras. De tre faktorerna som studien fokuserar på benämns som trovärdighet, kvalitet och kvantitet även om studien fokuserar på den upplevda aspekten av informationen som presenteras i online recensionerna. Detta för att göra studien lättare att läsa. Språket på denna uppsats är svenska. / eWOM is an important communication method on the internet today where consumers can share their opinions, experiences and information regarding the company or its products through online reviews, which are then easily accessible for others to read. It has been shown through the examined research that eWOM has a significant role in how consumers' purchase intentions are affected. There are various factors within eWOM that may be the reason why consumers today choose to read online reviews before making a purchase. This study will focus on the factors of credibility, quality, and quantity. Online reviews can also be found on various platforms, but this study will limit this to e-commerce platforms, where companies sell their products or services. The research examined from different countries shows that eWOM affects their consumers, but a lack of the Swedish population is detected. This leads to the purpose of this study being to investigate whether perceived credibility, quality, and quantity factors within eWOM have an impact on Swedish consumers' purchase intention on e-commerce platforms. eWOM’s direct impact on the purchase intention with the help of the chosen focus constitutes the theoretical framework on which this study will be based. To answer the purpose, the study is conducted through a quantitative research method to try to generalize whether Swedish consumers are affected by eWOM. The data collection is carried out through a digital survey that was published on two Facebook groups with a focus on furniture and home furnishings. The questionnaire was designed according to statements where the respondents would take a stand and 102 responses were received. The results of the data collection show that Swedish consumers are affected by eWOM in the form of online reviews' credibility, quality, and quantity. The results also show that quality is considered to be the factor that has the greatest impact on the consumer's purchase intention. Which shows that the hypotheses put forward in the study are accepted. The three factors that the study focuses on will be referred to as credibility, quality, and quantity, even if the study focuses on the perceived aspect of information presented in the online review. This is to make the study easier to read. The language of this essay is Swedish.

High school pupils operate in a macro (country-specific), meso (school-specific) and micro (personal) context and their information needs are always experienced in a context - sometimes as imposed school assignments or else self-generated, e.g. as everyday life information needs. Pupils source their information through various information channels and there is sometimes a perceived risk to acting on incorrect information. Compared to adults in information-intensive professions, researchers have found that pupils tend to be unconcerned about the credibility of information. Based on a literature survey, a trust model was compiled from a number of other models and adapted to serve as an information channel credibility model portraying the pupil in context with his/her perception of information channel credibility. The model was used as a framework for a study on high school pupils’ perceptions of information channel credibility and factors influencing their perceptions. The study was guided by the following research problem: How can school pupils’ perceptions of information channel credibility inform school-based interventions? In order to find answers, the following sub-questions were addressed: • What has been reported on perceptions of information credibility and information channel credibility, with specific reference to school pupils, students and adults, as well as professionals in information-intensive environments? • How can trust models guide a study of pupils’ perceptions of information channel credibility? • What factors influence school pupils’ perceptions of information channel credibility? • What school-based interventions could be recommended to address the shortcomings in the perceptions of pupils that can prepare them to meet the information requirements of adulthood? A self-administered print questionnaire was used in May 2015 to survey the perceptions of 548 South African high school pupils from three different schools covering the range of the socio-economic spectrum from wealthy through to pupils from poor, unemployed home environments. The study was conducted with grade 8 and grade 12 pupils (entry and exit grades for South African high schools) from a city in the Mpumalanga province of South Africa. Semi-structured interviews were conducted with the principals of the three schools. The results are reported as descriptive statistics supported with inferential statistics and qualitative analysis where relevant. The findings are that pupils’ perceptions of information channel credibility are affected by the perceived risk of acting on incorrect information, their previous experience and the context (i.e. type of information need, whether the need is imposed or self-generated and pupil demographics) in which the information need occurs. Pupils used a level of metacognition with regard to information channel credibility. The model proved useful to guide data collection that can guide school-based interventions. It holds potential to be further adapted to actually reflect school-based interventions. School-based interventions are suggested to encourage responsible assessment of information channel credibility, including the simulation of risk by means of mark allocation for metacognition about information channel credibility, intentional exposure of pupils to a wide range of information needs and exposure to highly credible as well as less credible information channels. / Thesis (PhD)--University of Pretoria, 2016. / Information Science / PhD / Unrestricted

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Purpose – The purpose of this research is to create an understanding of how influencer marketing could be used to increase the purchase intention in an area of a high involvement product in a niche market. Since this study is collected together with a Swedish golf company, the golf industry was evaluated. In order to fulfill the purpose, the social media influencer value (SMIV) model was adopted in this study. Method – A quantitative experiment was conducted through the use of experimental vignette methodology (EVM) together with a qualitative validity check-in form of an interview with a key person from the industry. The main data was collected through a combination of exposure to the independent variable (through a stimulus) and a set of following questions (a questionnaire). The questionnaire was sent out to the company’s consumer through email and to analyze the collected data an analysis of covariance (ANCOVA) was used. Findings – In the collected data, evidence indicating that golf is a high involvement activity where the participants put down a lot of time and effort in the sport was found. In the SMIV model three significant paths was found between expertise and purchase intention, similarity and purchase intention, and usefulness and purchase intention. All three independent variables had a positive impact on purchase intention which tells us that when expertise, similarity, or usefulness increases, consumers purchase intension increases as well. Theoretical and practical implications – The results in this study contributes to current literature in the area of influencer marketing by confirming some relationships but also by extending the literature. The study also contributes to important insights for marketing practitioners since the results present important variables to consider when using influencer marketing to create purchase intention. It also creates meaningful insights for the influential person itself and open up for further research in the area of the effect of influencer marketing in a high involvement product.

Syftet med studien var att studera hur män och kvinnor i 25-30 årsåldern reagerar på olika brottsanklagelser som sker på sociala medier. Undersökningen skedde genom semistrukturerade intervjuer med fem individer. Resultatet visade att respondenterna utan egen erfarenhet av att skriva ut misstänkta gärningspersoners namn var negativa till detta, samtidigt som respondenten som har skrivit ut brottsanklagelser ansåg att det var godtagbart. Resultaten visade även att brottstypen hade en viss påverkan gällande åsikterna, när det gällde brott som uppfattades som mindre var det oacceptabelt att publicera namnet, medan det noterades en större acceptans för grövre brott som exempelvis sexualbrott. Slutligen visade respondenternas svaratt trovärdigheten varierade beroende på vem det är som publicerat inlägget och hur den har uttryckt sig. Alla resultat tolkades i förhållande till stämplingsteorin och radikalfeministisk teori för att få en djupare förståelse för eventuella likheter och skillnader i respondenternas svar. / The purpose of this study was to examine how men and women aged 25-30 respond to various criminal accusations in social media. To investigate this, semi-structured interviews was conducted with five individuals. The results shows that the participants without own experience of posting accusations online were negative to post names of suspected perpetrators, while the participant with own experience considered it acceptable. Furthermore, it showed that the type of offense had some influence on the opinions. When it came to crimes considered as minor, it was unacceptable to publish the name, while greater acceptance was noted for more serious crimes such as sexual crimes. Finally, the participants based the credibility of a post on who published it and how they expressed themselves. All results were interpreted in relation to labeling theory and radical feminist theory to get a greater understanding of any similarities and differences in the participants answers.

Background: Celebrity endorsements is a marketing strategy that has been long used bymarketers to strengthen brands' reputations. Nowadays, due to the fast growth of socialmedia, number of people using social media increase day-by-day. Hence, the use of digitalplatforms as marketing channel has increasing. Plus, a changing shift from traditionalcelebrity endorsement to influencer marketing has also been observed whereby well-knownsocial media users are employed by brands to promote their products. Those people areknown as social media influencers (SMIs) and are deemed as non-traditional celebrities.According to advertising and marketing literature, celebrity endorsement is an effectiveapproach to improve attitudes towards brands and raise buying intentions. However, thereare limited research on the impacts of different types of celebrities on social media uponcustomers, especially in the perfume industry. Therefore, this study was created to fill this gap. Purpose: The purpose of this study is to explore the effect of Instagram influencers onVietnamese customer’s attitude and intentions in purchasing perfume. This paper adoptedthe Ohanian model of source credibility since the authors aim to examine associationbetween SMIs’ perceived attractiveness, trustworthiness, and expertise and customerattitude. The relationship between customer attitude and purchasing intention of perfumewas then also investigated. Method: The survey method was used as the research method. Online questionnaire wasemployed to gather primary data from the respondents in Vietnam. A total of 147 sampleVietnamese Instagram users participated in the survey and collected data was analysed usingthe SPSS 28.0 version. Conclusion: The research results showed that all three dimension of source credibilitymodel, attractiveness, trustworthiness, and expertise, had significant influences on customerattitude. Findings also demonstrated a positive relationship between customer attitudetowards SMIs and their buying intention of perfumes. This study made several contributionsto both theory and practice, which were also highlighted in this paper.

TitelMarknadsföringsaktiviteter på Instagram - En kvantitativ studie om hur varumärkesattityd påverkas av företags samarbeten med influencers på sociala medier. NivåC-uppsats i ämnet Företagsekonomi. FörfattareFelicia Johnsén & Wintana Habte Gimariam HandledareJonas Molin & Lars-Johan Åge. Datum2021 – juni SyfteStudiens syfte är att undersöka hur varumärkesattityd påverkas av den upplevda attraktiviteten hos influencers när de utför samarbeten med företag. MetodDenna studie tillämpar en kvantitativ metod med en tvärsnittsstudie. Studiens datainsamling har utförts med en online enkätundersökning. Den baserades på 79 godtagbara svar från Instagram användare som följer en eller flera influencers. Enkätsvaren har analyserats genom IBM SPSS Statistics och Excel. Därefter har en deskriptiv analys samt en korrelationsanalys gjorts för att tolka studiens resultat. Resultat & SlutsatsResultatet av denna studie visar att attraktiva egenskaper påverkar varumärkesattityd mer än fysisk attraktivitet. Studiens resultat visar även innebörden av att välja en passande influencer till varumärket för ett företags framgång. Förslag till vidare forskningDenna studie föreslår bland annat att genomföra två kvalitativa studier där ena lyfter frågan om fysisk attraktivitet har blivit tabu att tala om och den andra kan utföra samma studie som denna, men med intervjuer som datainsamlingsmetod. Andra förslag till vidare forskning är att undersöka olika generationer och begränsa urvalet efter könsfördelning, exempelvis endast kvinnor. Uppsatsens bidragStudiens bidrag är att attraktiva egenskaper hos influencers påverkar konsumenter mer än deras fysiska attraktivitet. Det är även viktigt för företag att välja en passandeinfluencer till sitt varumärke för att främja positiva attityder gentemot varumärket. NyckelordInfluencer, Influencer marketing, Instagram, Product Match-up. Source Attractiveness, Source Credibility, Varumärkesattityd. / TitleMarketing activities on Instagram - A quantitative study of how brand attitude is affected by companies colloborations with influencers on social media. LevelFinal assignment for Bachelor Degree in Business Administration. AuthorsFelicia Johnsén & Wintana Habte Gimariam. SupervisorsJonas Molin & Lars-Johan Åge. Date2021 – june AimThe purpose of the study is to investigate how brand attitude is affected by the perceived attractiveness of influencers when they do collaborations with brands. MethodThis study applies a quantitative method with a cross-sectional study. The study's data collection was conducted with an online survey. It was based on 79 acceptable responses from Instagram users who follow one or more influencers. The survey results have been analyzed through IBM SPSS Statistics and Excel. Subsequently, a descriptive analysis and a correlation analysis were performed to interpret the study results. Result & ConclusionThe results of this study show that attractive properties affect brand attitude more than physical attractiveness. The results of the study also show that the meaning of choosing the right influencer for the right brand is important for a company's success. Suggestions for future researchThis study proposes, among other things, to conduct two qualitative studies where one raises the issue of physical attractiveness has become taboo to talk about and the other can perform the same study as this, but with interviews as a data collection method. Other proposals for further research are to examine different generations and limit the selection by gender distribution, for example only women. Contribution of the thesisThe study's contribution is that attractive characteristics of influencers affect consumers more than their physical attractiveness. It is also important for companies to choose a suitable influencer for their brand in order to promote positive attitudes towards the brand. Key wordsBrand attitude, Influencer, Influencer Marketing, Instagram, Product Match-up, Source Attractiveness, Source Credibility.

The aim of this thesis is to discuss the concepts of public diplomacy and nation branding, find the link between them, and examine their effect on the economic development in Estonia. This thesis provides a thorough overview of relevant liter- ature on NB and PD. To dive into the practical part of nation branding it discusses the case of globally accepted, effective NB initiatives of Singapore. Moreover, it discusses Estonian's NB campaigns and four main instruments of PD and con- ducts economic analysis to examine the effects of NB and PD in Estonian economy from building credibility and international awareness points of view. To make the economic analysis more valuable and visually comprehensible, all discussed mi- croeconomic and macroeconomic indicators are captured for all three Baltic states (Estonia, Latvia, and Lithuania). Both qualitative and quantitative methodolo- gies are used to answer the research question and hypotheses. The study found that NB and PD in Estonia positively affect the reaffirmation of national identity, facilitate business development, and increase international visibility which in turn ensures economic development in the country. Even though various other play- ers and factors are involved in the process of economic development, effectively designed NP and PD could...