Studien undersöker utifrån investerares perspektiv hur de upplever risker kopplade till investeringar i kryptovalutor samt aktier, hur de med hjälp av onlinemedier hanterar riskerna och hur onlinemedier används för att fatta ett köpbeslut. Vidare undersöks skillnader mellan dessa två typer av investerare i relation till risktagande, riskhantering och köpbeslut. Syftet med detta är att bidra med förståelse för ämnet. Studien är av kvalitativ metod med en abduktiv ansats. I studien speglas teorier som edgework, uses and gratification, tvåstegshypotesen och fear of missing out. Med dessa teorier dras kopplingar mellan teori och empiri för att forma studiens resultat samt ett nytt begrepp, semi-edgework. Studien genomfördes med hjälp av åtta semistrukturerade intervjuer där fyra investerade i kryptovalutor och fyra i aktier. Studiens resultat visar bland annat på att onlinemedier används av samtliga investerare för att hantera risker. Hur stora riskerna upplevs vara varierar mellan grupperna. Samtliga investerare påverkas av opinionsledare på onlinemedier när de ska fatta ett köpbeslut. Resultat visar även på att kryptoinvesterare lider större risk för att drabbas av FOMO när de använder sig av onlinemedier.

M. Tech. (Department of Marketing, Faculty of Management Sciences), Vaal University of Technology. / Counterfeiting is a global phenomenon in developed and developing countries, causing a threat to national economies and societies. It negatively harms new investment and progressively endangers public health and safety as well. Known and famous brands are often targeted for counterfeiting. This phenomenon is primarily driven by consumers’ aspiring attitudes, social media pressures and the need to differentiate oneself. The aim of the study is to examine the influence of materialism, hedonic consumption motive, utilitarian consumption motive, personal gratification and novelty-seeking on attitudes and the influence of attitudes on willingness to purchase counterfeit sportswear products at a selected HEI. The study is grounded within the positivist philosophy, in which a quantitative research approach was followed, since positivists prefer an analytic and factual interpretation of quantitative data. An online structured questionnaire was used to collect data through an online survey. The study sample was conveniently selected from a population of registered students at a selected HEI in Southern Gauteng in the 2020 academic year. Data were collected on demographic variables, materialism (MAT), hedonic motivation (HED), utilitarian motive (UTL), personal gratification (PGT), novelty-seeking (NOS), attitude towards counterfeits (ATC) and willingness to purchase (WTP) counterfeit sportswear. A total of 327 questionnaires were completed and used in the final data analysis. Descriptive statistics techniques, correlations and regression analysis were used to evaluate perceptions and relationships between the study constructs. The research results revealed the existence of significant positive associations amongst the study constructs. Of the five antecedents, two of the five predictor variables, namely, UTL and NOS showed significant predictive relationships with attitudes towards counterfeit sportswear purchases. Attitudes towards counterfeits (ATC) also emerged as a significant predictor of students’ WTP counterfeit sportswear. Since NOS and UTL seem to predict a positive attitude towards counterfeit sportswear, the study recommends that brand owners develop awareness about ethical purchasing behaviour. They should also educate consumers on the social and economic downside of buying counterfeit products and that seeking novelty when purchasing counterfeit products may soon wane and wear off, leading to regret and cognitive dissonance. Further, brand marketers should also emphasise the utility value inherent in the purchase of authentic branded products instead of buying counterfeits. Since consumers cannot often readily distinguish between genuine and fake sportswear, it is therefore critical for marketers of branded products to promote the contrast of originals and fakes and to underline the quality, longevity, and dependability of their authentic products in the market. These results make a valuable contribution to academics, brand managers and marketers, as the results reveal that consumer buying can be influenced by personality and social interests of different individuals. The study notes that laws only cannot prohibit the sale and purchase of counterfeit products. It requires the stricter implementation thereof. Further, there is a need for behavioural change strategies to counter the effects of counterfeiting. Nudges such as promotions and loyalty programmes may encourage the purchase of authentic products as opposed to the purchase of counterfeits.

Denna uppsats undersöker media-övervakningens påverkan på äldre och yngre generationer på sociala medier genom en kvalitativ undersökning. Studien syftar till att avslöja generationsskillnader i medvetenhet och beteende när det gäller mediaövervakning. Bakgrunden belyser de växande farhågorna kring mediaövervakning i den digitala eran, särskilt på sociala medieplattformar. Genom att fokusera på äldre och yngre generationer utforskar studien hur deras erfarenheter, attityder och kunskap formar deras medvetenhet och beteenden i relation till mediaövervakning. Genom att använda kvalitativa forskningsmetoder (intervjustudie), undersöker studien deltagarnas perspektiv och erfarenheter. Analysen av teman och mönster som framkommer i intervjuerna ger värdefulla insikter i de olika sätt på vilka äldre och yngre generationer uppfattar och reagerar på mediaövervakning på sociala medier. Det är viktigt att erkänna begränsningarna i denna studie, såsom det specifika fokuset på två generationer och användningen av kvalitativ data. Därför kan resultaten inte generaliseras till hela populationen, men det erbjuder värdefulla insikter i den specifika kontexten av mediaövervakning och generationers dynamik. De två teoretiska utgångspunkterna som används är användar-teorin från Balnaves et al. (2009) och övervaknings-kapitalismen som beskrivs av Zuboff (2019). Resultaten och slutsatserna från studien bidrar till en djupare förståelse för hur mediaövervakning påverkar äldre och yngre generationer på sociala medier. Dessutom kan resultaten informera utvecklingen av strategier för att öka medvetenheten, stärka användarna och skydda integriteten i mediaövervakningens sammanhang. / This thesis examines the impact of media surveillance on older and younger generations on social media through a qualitative investigation. The study aims to uncover generational differences in awareness and behavior regarding media surveillance. The background highlights the growing concerns surrounding media surveillance in the digital age, particularly on social media platforms. By focusing on older and younger generations, the study explores how their experiences, attitudes, and knowledge shape their awareness and behaviors in relation to media surveillance. Using qualitative research methods, including interviews, the study delves into the perspectives and experiences of the participants. The analysis of themes and patterns that emerge from the interviews provides valuable insights into the differing ways in which older and younger generations perceive and respond to media surveillance on social media. It is important to acknowledge the limitations of this study, such as the specific focus on two generations and the reliance on qualitative data. Therefore, the findings cannot be generalized to the entire population, but they offer valuable insights into the specific context of media surveillance and generational dynamics. The two theories used in this study are uses and gratification theory from Balnaves et al. (2009) and the theory about surveillance capitalism by Zuboff (2019). The results and conclusions of the study contribute to a deeper understanding of how media surveillance impacts older and younger generations on social media. Furthermore, the findings can inform the development of strategies to enhance awareness, empower users, and protect privacy in the context of media surveillance.

The study examines how children act as audiences, which needs are fulfilled through their consumption of Disney films and how children receive messages about cultural representations in animated films. Furthermore, how children relate to Disney's characters and their understanding of what is real and made-up in Disney's films is examined. The hope is to contribute with insights into how children create meaning based on Disney's ethnic and cultural representations, as well as how these can have significance for children's identification processes. Uses and gratification along with reception and representation theory are applied as theoretical starting points. The material was collected through semi-structured and sensory interviews with children aged 10-11 and then analyzed through a thematic analysis. The results showed that the children mainly have a ritual media use and watch Disney films with the motive of social interaction with parents. Thus, children's opportunities to be an active audience can be somewhat limited, as adults can control the children's media use to a certain extent. Both internal and external characteristics matter when children identify themselves and others with Disney characters. The children were also able to distinguish ethnic and cultural elements in Disney's films which helped them to create an understanding of the films' characters and messages. In addition, the results showed that children put Disney's stereotypical depictions in relation to reality, which can affect how children see themselves and others. Finally, the results showed that the children in the study assume that the Disney films are based on fantasy, even though they understand that the films' message may have a connection to reality.

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Gegenstand dieser Dissertationsschrift ist die Erforschung der Akzeptanz digitaler Medien durch Personen im Ruhestand, die im ländlichen Raum leben. Es galt insbesondere Faktoren aufzudecken, die sich förderlich oder hinderlich auf die Nutzung von Smartphones und Tablet-PCs auswirken. Basierend auf den Ergeb-nissen lassen sich Hinweise darauf gewinnen, wie die betroffene Personengruppe in der Nutzung der Medien unterstützt werden kann. Theoretische Grundlagen für die Ermittlung von Einflussfaktoren stellen das klas-sische Technologieakzeptanzmodell von Davis (1989) und dessen Folgemodelle (2000, 2008), das Seniorakzeptanzmodells von Renaud und Biljon (2008) und der Uses-and-Gratification-Ansatzes von Blumler und Katz (1974) dar. Weiterhin wer-den Faktoren, die den ländlichen Raum charakterisieren, berücksichtigt. Spezifika des Ruhestands werden über das kalendarische Alter und das subjektive Alterser-lebens einbezogen. Die aus den Theorien herausgearbeiteten Einflussfaktoren wurden mit drei explo-rativen Vorstudien, auf ihre Relevanz für die Zielgruppe hin geprüft. Dabei handelt es sich um ein Experteninterview (n = 5), eine teilstandardisierte Befragung (n = 39) und ein Leitfadeninterview (n = 10). Die daraus gewonnenen Einflussfak-toren wurden anschließend in einer Fragebogenstudie von Personen im Ruhe-stand (n = 203) in den Landkreisen Bautzen und Zwickau beurteilt. Die Daten wurden statistisch mit Korrelations- und Regressionsanalysen sowie der einfakto-riellen Anova analysiert. Im Ergebnis zeigte sich, dass insbesondere der wahrgenommene Nutzen, die Leichtigkeit des Lernens und Leichtigkeit der Bedienung die Technikakzeptanz der befragten Personen beeinflussen. Diese Faktoren werden ihrerseits direkt durch die Selbstwirksamkeit sowie indirekt durch Vorerfahrungen mit Computer und Internet aber auch die Angst vor Bedienfehlern oder Sicherheitsbedenken geleitet. Eine wichtige Rolle kommt lernunterstützenden Maßnahmen zu. Der wahrgenommene Nutzen, die Einstellung und auch die Verhaltensabsicht unterscheiden sich signifikant in Abhängigkeit vom bereichsspezifischen Alterser-leben. Relevanz besitzen zudem personenbezogene und soziodemographische Faktoren wie z.B. der Gesundheitszustand, der Bildungsabschluss und das Haus-haltseinkommen. In Abhängigkeit vom Wohnort wirkt sich das soziale Engage-ment signifikant auf die Verhaltensabsicht aus. Weiterhin lassen sich Zusammen-hänge zwischen der Wohnentfernung zu den Kindern, dem wahrgenommenen Nutzen und den sozialen Motiven nachweisen. Die Ergebnisse der Dissertationsschrift sind vor allem interessant für Wissen-schaftler und Lehrende, die ältere Menschen bei der Bedienung digitaler Medien unterstützen. Daneben bieten sie Anhaltspunkte für Kommunen, die sich mit ge-sellschaftlicher Teilhabe von Älteren befassen.:1 Einleitung 1.1 Themenrelevanz 1.2 Zielsetzung und Beitrag der Arbeit 1.3 Vorgehensweise 2 Theoretischer Hintergrund 2.1 Das Phänomen „Alter(n)“ 2.2 Der Sozioökologische Kontext: Altern im ländlichen Raum 2.3 Ältere Erwachsene im Fokus der Mediennutzungsforschung 2.4 Älterer Erwachsene im Fokus der Akzeptanzforschung 2.5 Forschungsbedarf und Forschungsfragen 3 Methodisches Vorgehen 3.1 Explorative Vorstudie 1 - Expertenbefragung 3.2 Explorative Vorstudie 2 – schriftliche, halboffene Befragung 3.3 Explorative Vorstudie 3 –leitfadengestützte Interviews 3.4 Einflussgrößen auf die digitale Mediennutzung 3.5 Hypothesen 4 Hauptstudie 4.1 Studiendesign 4.2 Feldphase 4.3 Datenaufbereitung und –analyse 4.4 Stichprobenzusammensetzung 4.5 Statistische Analysen 4.6 Ergebnisse: Technikbezogene Faktoren 4.7 Ergebnisse: Subjektbezogene Ressourcen 4.8 Ergebnisse: Wohnortbezogenen Ressourcen 5 Diskussion und Zusammenfassung 5.1 Zusammenfassung und Interpretation der Ergebnisse 5.2 Diskussion der Methoden 5.3 Fazit und Ausblick / The dissertation investigates smartphone and tablet acceptance by elderly users and non-users in rural areas in Germany, especially in federal provinces in Saxo-ny (Bautzen and Zwickau). Following a mixed-methods design, both qualitative and quantitative studies were used. The theoretical framework is based on the Technology Acceptance Models by Davis (1989) and Venkatesh (2000, 2008), the Senior Technology Acceptance and Adoption Model by Renaud and Biljon (2008), and the Uses-and-Gratification Approach by Blumler and Katz (1974). The models served to identify influence factors on technology acceptance. Those factors were validated empirically for the specific group of (potential) elderly users by three qualitative studies: 1. Expert interviews (n = 5), 2. Interviews using a partly standardised guideline (n = 39) and 3. Structured-interviews with elderly people (n = 10). The influencing factors gained were then analysed in a questionnaire study completed by elderly persons, who live in rural areas (n = 203). Data was analysed by means of correlation analysis, regression analysis and uni-variate ANOVA. Findings show that for elderly users perceived usefulness, per-ceived ease of use and learning (as main factors of TAM) significantly affect atti-tude, behavioral intention to use and acceptance. Self-efficacy is a strong predic-tor for ease of use and learning. Moreover, prior experiences with computers and the Internet as well as fear of operating errors and security concerns are of inter-est. Measures to support learning are also important. Users and non-user’s differ in acceptance of smartphones and tablets. Users’ motives for digital media use and perceived ubiquity of new media influence perceived usefulness, whereas non-users have more sense of fear with regard to operating errors and safety concerns. Furthermore, age affects perceived usefulness, ease of use, ease of learning and behavioral intention to use whereas attitude towards ageing significantly affects perceived usefulness, attitude towards use and behavioral attention to use. Due to the characteristics of rural areas social commitment is relevant for behavioral intention, and the geographical distance to children influences perceived useful-ness as well as social motives for usage. This dissertation should be of interest for researchers, lecturers, politicians, and technology designers, especially with regard to mobile devices.:1 Einleitung 1.1 Themenrelevanz 1.2 Zielsetzung und Beitrag der Arbeit 1.3 Vorgehensweise 2 Theoretischer Hintergrund 2.1 Das Phänomen „Alter(n)“ 2.2 Der Sozioökologische Kontext: Altern im ländlichen Raum 2.3 Ältere Erwachsene im Fokus der Mediennutzungsforschung 2.4 Älterer Erwachsene im Fokus der Akzeptanzforschung 2.5 Forschungsbedarf und Forschungsfragen 3 Methodisches Vorgehen 3.1 Explorative Vorstudie 1 - Expertenbefragung 3.2 Explorative Vorstudie 2 – schriftliche, halboffene Befragung 3.3 Explorative Vorstudie 3 –leitfadengestützte Interviews 3.4 Einflussgrößen auf die digitale Mediennutzung 3.5 Hypothesen 4 Hauptstudie 4.1 Studiendesign 4.2 Feldphase 4.3 Datenaufbereitung und –analyse 4.4 Stichprobenzusammensetzung 4.5 Statistische Analysen 4.6 Ergebnisse: Technikbezogene Faktoren 4.7 Ergebnisse: Subjektbezogene Ressourcen 4.8 Ergebnisse: Wohnortbezogenen Ressourcen 5 Diskussion und Zusammenfassung 5.1 Zusammenfassung und Interpretation der Ergebnisse 5.2 Diskussion der Methoden 5.3 Fazit und Ausblick

New mass media impact on the nature of public communication and the use and gratification of existing mass media because each new medium is used and experienced differently. As a new mass medium, the Internet offers different forms of communication, such as Internet Relay Chat, Multi-User Dungeons and chatrooms. It has also combined traditional mass media, namely print, radio and television, into a single powerful medium. Due to the fact that the Internet is still an emerging medium, its long-term effects on the nature of public communication and traditional mass media warrants ongoing investigation. The first part (Part A) of this dissertation situates the Internet chronologically within the development of traditional mass media and their impact on public communication. Part B investigates Internet use among a group of professionals in South Africa. The objective is to identify how they use the Internet and the gratification they derive from it. / Communication Science / M.A. (Communication)

Texting while driving is a growing problem that has serious, and sometimes fatal, consequences. Despite laws enacted to curb this behavior, the problem continues to grow. Discovering factors that can reduce such risky behavior can significantly contribute to research, as well as save lives and reduce property damage. This study developed a model to explore the motivations that cause a driver to send messages. The model evaluates the effects that boredom, social relationships, social anxiety, and social gratification (BRAG) have upon a driver’s frequency of typing text messages. In addition, the perceived severity of the consequences and the presence of a passenger were also be evaluated for any moderating effects on a driver’s texting. Furthermore, a set of hypotheses based on the BRAG model were presented. To investigate these hypotheses, a survey instrument was developed and data was collected from 297 respondents at a mid-sized regional university in the Pacific North west of the United States. Prior to the distribution of the survey, an expert panel and a pilot study were used to ensure the reliability of the instrument. Partial least squares structured equation modeling (PLS-SEM) was used to evaluate the predictive validity of the BRAG model. This evaluation included an assessment of the reflective measures, as well as a detailed analysis of the structural model. Additionally, knowledge visualization techniques were used to emphasize the significance of the findings. The results of this analysis showed that the social gratification one receives from maintaining their social relationships is a significant predictor of texting while driving. Additionally, the results showed that drivers continued to text, regardless of the consequences. However, boredom and social anxiety were not significant predictors of texting while driving. This study makes important contributions to the information systems body of knowledge and has implications for state and local lawmakers, in addition to public health officials. Prior research has shown that bored or anxious individuals use texting to relieve those feelings of discomfort. However, this study did not extend those findings to drivers. As this study found that laws banning texting while driving do not deter this behavior, public health officials and lawmakers should investigate other means of deterring texting while driving, given the significant impact it has on the increase of fatal car accidents in recent years.

This thesis examines how the potentional future media professionals (students of Institute of Communication Studies and Journalism at Faculty of Social Sciences at Charles University) relate to print media, i. e. daily newspapers and printed magazines. It is based on the concept of active audience, uses and gratification theory and studies that try to explain the decline of interest in print media. The thesis tries to describe the role of print media in lives of the studied group at the time when print media go through a long-term crisis. Massive expansion of the electronic media is the most important factor of this crisis. The research tries to answer the question whether print media are still attractive for the researched group, despite the constant wave of information from the Internet, what motivates this group to the use of print media and contrarily what discourages them.

This research aims to fill a research gap by examining video games to explore whether gender, age, or hours played per week would exert any influence on the information of those who may or may not play video games. Mood Management Theory and Uses and Gratification Theory were used as the theoretical foundation for this study. Four-hundred-three East Tennessee State University students who received the survey via email were asked to voluntarily participate in a survey about their motivations behind playing video games. Results from MANOVA showed that the motivations of male participants on video games were significantly higher than were female participants on video games. Moreover, those who claimed to play five or more hours of video games per week were significantly higher than those who claimed to play zero hours per week.