The influence of electronic word of mouth (eWOM) on consumers’ purchase intentions has long been known. However, the emergence of social media has brought a new perspective to eWOM through enabling users to communicate with their existing networks on the Internet. On social media, conversely to the other online platforms, users are able to exchange their opinions and experiences about products or services with familiar people, which refers to people who they already know such as friends and acquaintances. This new way of eWOM has the potential for greater impact on consumers. Therefore, the aim of this research is to examine the influence of eWOM in social media on consumers’ purchase intentions. To do so, the research in this thesis involved two major phases. In the first phase, in order to explore the determinants of eWOM information on social media which influences consumers’ purchase intentions, a theoretical model was developed based on the integration of Information Adoption Model (IAM) and related components of Theory of Reasoned Action (TRA). The new model, which is named as Information Acceptance Model (IACM), was validated through structural equation modelling (SEM) based on surveys of 384 social media users in the UK. The results have highlighted that quality, credibility, usefulness and adoption of information, needs of information and attitude towards information are the key factors for eWOM in social media which influence consumers’ purchase intentions. Furthermore, to provide better understanding of the influence of eWOM on social media, the second phase of this research was designed as a comparative study. To explore whether the eWOM between familiar people on social media or the eWOM between anonymous people on other online platforms was more influential on consumers’ purchase intentions, the data collected through survey was reanalysed with a different perspective; and a comparison was conducted based on multiple regression analysis. The results have revealed significant differences and found anonymous reviews to be more influential on consumers’ purchase intentions than friends’ recommendations on social media. However, since these results were contrary to expectations, 10 in-depth interviews were also administered to enlighten the insightful results found through the survey. The interview findings uncovered the survey results. Information quantity, information readiness, detailed information, and dedicated information were discovered as the factors which make online reviews superior than friends’ recommendations in terms of the influence of eWOM. This research contributes to theoretical implications through its validated model and found key dimensions. The research model, IACM, brings a new approach to information adoption by extending IAM and provides new insights to researchers who study Information Systems (IS). In addition, the model highlights the information adoption process as an antecedent of behavioural intention, which is a very important finding for the related literature. Future studies can build new models through considering this relationship between information adoption process and behavioural intention. Moreover, the second phase of this research provides new constructs for future studies through its qualitative findings. The findings reached through in-depth interviews, which explain why consumers prefer anonymous online reviews, can either be tested as components of new theories and models or they can be tested as inclusion of existing theories and models. Both types have potential to provide valuable results for the literature. On the other hand, in terms of practicality, this research provides marketers with a frame of reference to understand the influence of eWOM in social media on consumers’ purchase intentions. Both the contextual and the comparative studies in this research offer valuable insights for marketers; marketers thus can develop better strategies for marketing on social media.

What are the key antecedents, factors and moderators that influence environmentally friendly and socially responsible consumer behaviour? Individual consumers buy products and services not only for their intrinsic satisfactory functionalities. They make their consumption choices also because of specific extrinsic products/service abilities to affirm their lifestyle choice, i.e. enhance their self-concepts and satisfy their psychological needs. Given that despite the recent increase of interest in sustainable consumer behaviour, little is known on sustainable consumer aspirations, this study aims at filling the research gap in this area of academic research. This study investigates ad hoc literature in Lifestyle Strategic Marketing, Branding, Social Psychology and Self-Concept Theory applicable in Green and Fair Trade Operational Marketing . Mixed research methods are used in three distinct studies: (a) laboratory experiment, (b) SurveyMonkeyTM online questionnaire analyzed quantitatively, and (c) SPSS and SEM software data management and analysis. They are conducted in France and based on the common research models, i.e. the Theory of reasoned action (TRA) founded by Fishbein & Ajzen (1975) and the Theory of planned behaviour (TPB) coined by Ajzen (1991). Specific attitudes towards environmentally friendly and fair-trade products and services are derived from Value sets, Awareness of Consequences beliefs and Environmental Concern evaluations; therefore in the third partial study we adapt the research model proposed by Hansla et al. (2008). In all of them is employed a convenience sampling method that allows to gather between 109 and 350 respondents. Results allow for identification of salient factors influencing consumer purchasing intention and willingness to adopt and pay for both environmentally friendly and socially responsible products and/or services.

The predominately rural state of Mississippi responded to high teenage pregnancy rates by enacting a 2011 law requiring school districts to choose between an abstinence-only and an abstinence-plus program for their high schools. However, there is limited extant research on Mississippi's sex education policies, creating a research gap that inhibits developing successful programs to reduce teenage pregnancy rates. There is specifically a need to compare the two types of allowed programs with a focus on rural areas. This study compared programs by examining students' abstinent sexual attitudes, social norms, self-efficacy, sexual abstinence behaviors, and perceived effectiveness of sexual education and decision making to address whether those variables differed by program and if programs and genders interacted. The study was informed by the health belief model, social cognitive theory, and the theory of reasoned action. The study collected data from 366 students who had taken one of the two programs completed 4 surveys: a demographic survey, the Sexual Risk Behavioral Belief and Self-Efficacy scale, the Sexual Abstinence scale, and the Effectiveness of Sexual Education scale. Students who completed the abstinence-plus program had higher levels of abstinent sexual attitudes, abstinent social norms, abstinent self-efficacy, and sexual decision-making self-efficacy when compared to students who completed the abstinence-only program, with a small effect size for abstinent social norms. Sexual abstinence behavior scores did not differ by program and programs and genders did not interact. Future studies should include a pretest and posttest evaluation. Analyzing these programs facilitates social change by informing the design of effective programs that focus on at-risk youth sexual behaviors.

The Three-Component Model of organizational commitment (TCM) by Meyer and Allen (1991, 1997) is widely regarded as the most dominant model in organizational commitment research (Cohen, 2003, 2007). However, recent research by Solinger et al. (2008) questioned the legitimacy of the TCM as a general model of organizational commitment. More specifically, the authors criticized the TCM for grouping affective commitment as an attitude toward target with continuance and normative commitment as attitudes toward behaviors under one general label of attitudinal construct. Based on the Theory of Reasoned Action (TRA; Ajzen & Fishbein, 1980), Solinger et al. (2008) argued that we should consider organizational commitment strictly as an attitude toward the organization (i.e., affective commitment). Based on Eagly and Chaiken's (1993) composite attitude-behavior model, the current study tested the reconceptualization of organizational commitment as a unidimensional construct reflecting employees' attitudes toward the organization (i.e., affective commitment) in predicting several organizational behaviors (i.e., considerate voice, production deviance, and behavioral engagement). In addition, I also investigated whether these organizational behaviors could be better explained by adding different classes of behavioral expectancies (i.e., utilitarian, normative and self-identity expectancies) as antecedents. Finally, I tested the mediating roles of attitude toward behaviors in the relationship between affective commitment and three behavioral expectancies and the three organizational behaviors. A sample of 258 employees in a large-sized organization in China was obtained for this study. The results suggested that none of the hypotheses of the current study was supported by the evidence in the current study. In particular, affective commitment and three classes of behavioral expectancies did not significantly predict their corresponding behaviors. In addition, I also did not find the evidence for the indirect effects from affective commitment and the behavioral expectancies on the behaviors. Several alternative explanations were provided for the results. Among those, the lack of compatibility between affective commitment and the behaviors, the existence of moderators (e.g. national culture), the lack of necessary control to perform the behaviors successfully are key factors that might lead to the current findings. Although none of the hypotheses was supported, I found limited empirical supports for the reconceptualization of organizational commitment strictly as the attitude toward the organization and that organizational behaviors could be better explained by adding appropriate behavioral expectancies to the model (Solinger et al., 2008). Finally, theoretical and practical implications of the current study as well as directions for future research are discussed.

The prevalence of overweight and obese children has increased dramatically in the United States over the past 20 years and is a symptom of multiple systemic and cultural changes that have significantly influenced alterations in energy intake, energy expenditures, and the energy balance of children across the nation. School-based obesity prevention programs addressing nutrition and healthy eating behaviors within the school environment and cultural context provide a unique opportunity to educate and engage students in healthy food consumption practices. This study evaluated the effectiveness of a three-year elementary school nutrition education program for students in grades kindergarten through fifth using a longitudinal analysis of two separate data sets, a nutrition skills behavior assessment survey of self-reported eating behaviors, and body mass index (BMI) scores derived from height and weight measurements of program participants. Nutrition survey results indicated that students reported making healthier food choices from August 2001 to November 2004, with a significant decrease in reported consumption of fats/oils/sweets and significant increases in reported consumption of milk, meat, vegetables, fruit and grains. BMI results indicated a 7.8% decline in the percentage of students in the "overweight" and "at-risk for overweight" categories between August 2001 and October 2004. The combined results of both measures indicate that the nutrition education program appeared to positively affect eating behaviors and body mass index percentages. Implications of the study and strategies for further research are proposed.

According to the State of the Nation’s Housing (Harvard, 2005) more than one in five homebuyers is a single woman and twice as many unmarried women as unmarried men are buying homes. Notably unmarried women make up more than one-third of the growth in real estate ownership since 1994. The purpose of this study was to examine this cultural phenomenon. Utilizing an interpretative qualitative paradigm, in-depth interviews, social identity and reason action theories, this research explored the social, psychological, and symbolic meanings single, never-married, women in their 30s and 40s attributed to home buying as well as the design and purchasing behaviors they displayed. In an effort to create and refine the questionnaire for this research, a five participant pilot study was conducted in southwestern Virginia. The main body of this work consisted of 12 in-depth interviews and included six participants from southwestern Virginia, five participants from northern Virginia and one from western Pennsylvania. The average age of the participants was 39.5 years, with a range of 29 – 48 years. In total, 21 themes emerged in this study: 18 were strongly supported and mentioned by at least 50%, or six of the twelve, dissertation participants, while three received moderate support and were discussed by at least 25%, or three of the twelve, respondents. The themes were further divided into the following categories: behavioral themes which answer the question of the how women approach the buying process; behavioral themes which answer the question of what women buy, psychological themes which answer the question of why single women buy; social themes which promote a sense of security or stability; and social themes which promote a sense of isolation. The findings of this study can be used to enhance the residential construction industry and to assist housing professionals who routinely interact with female homebuyers. In addition, these findings suggest the continued need for home-buyer education and further research. / Ph. D.

Due to an impending STEM shortage facing the United States, it is critically important that students of color are recruited to scientific disciplines. This STEM shortage affects agricultural fields, as many agricultural disciplines are scientifically based. There is currently a lack of students of color within agricultural disciplines when compared to the increasingly diverse make-up of the United States. This qualitative study utilizes the path-goal theory of leadership (House, 1971) and reasoned action theory (Fishbein and Azjen, 2010) to examine the perceptions of administrators regarding the barriers that students of color face within colleges of agriculture at 1862 land-grant institutions. Another important purpose of this study is to identify strategies that department heads, deans, and administrators within colleges of agriculture can use to increase the recruitment and retention of students of color. The study utilized phenomenology, as this method focuses on participants' subjective experiences and interpretations of the world. Eighteen participants at 17 institutions were interviewed about their perceptions of diversity, the barriers that students of color face within colleges of agriculture, and strategies for success. The findings of this study reveal that (1) diversity is a multifaceted and evolving concept that varies from individual-to-individual, (2) students of color face barriers to access, (3) successful recruitment and retention strategies for students of color require investments from administrators, and (4) data validates program success. / Ph. D.

This study investigates vertical farming and its potential as an efficient agricultural method. With significant potential, including higher yields per unit area to address critical issues suchas food shortages. The method boasts increased productivity within a limited space, presenting a substantial crop yield compared to traditional farming practices. This makes VFparticularly relevant in the face of a growing global population, particularly in urban areas,and provides a viable means of cultivating food in regions plagued by challenging climateconditions. Despite its numerous advantages, VF encounters potential challenges, notably interms of customer acceptance. Concerns among the general public may arise due to theunconventional setting of plant production, reliance on artificial light, and associated costs. Consequently, there is a crucial need to delve into and evaluate the acceptance of VF productsby consumers. This thesis aims to provide in-depth insights into the acceptance of VF amongconsumers in European countries. By addressing concerns and perceptions addressingsustainability, cost, and the unconventional nature of VF systems, the research seeks tocontribute valuable knowledge to the discourse on the future of agriculture and its role inmitigating food shortages. Through a nuanced exploration of customer attitudes andexpectations, this study aspires to shed light on the potential challenges and opportunities forthe widespread adoption of vertical farming in European contexts. However, the findings of this paper indicate that, at present, VF products are suitable for aspecific segment of young and affluent consumers. The primary factors influencing thechoice of these particular customers are a general lack of awareness and the high associated costs. The acceptance of VF products by European consumers may positively influence theirpurchasing choices due to factors such as sustainability, technological awareness, innovation,novelty, curiosity, quality, absence of chemicals, freshness, trust in government rules andregulations, and the direct purchase option. Conversely, it could have negative effectsattributable to a high price, lack of awareness, adherence to traditional values or distrust oftechnology, absence of organic labels, or a preference for alternative organic methods. The primary opportunities for customer attraction lie in affluent area supermarkets. Asmentioned earlier, a significant barrier observed among consumers is their lack of awarenessregarding VF products. It is recommended that VF organizations devise strategies tointroduce their products and services via the internet and diverse media, tailored to thegeographic locations of their consumers. Participants with pre-existing knowledge providedthe most positive feedback regarding the acceptance and purchase of VF products. Additionally, given the local proximity of VF to cities, facilitating direct purchases at thefarm could further enhance customer appeal. Positive mentions from participants include trustin the direct supply chain and a lower price. The primary hurdle involves the imperative to expand operations and decrease expenses torevolutionize the industry, making it accessible to a wider audience. Minor challenges includetechnological skepticism, absence of organic labeling, variability in electricity costs, and aprevailing lack of awareness regarding VF, although this may change over time. Prospectiveresearch could quantitatively explore variations among countries and demographic factorsinfluencing customer acceptance of VF products

Children, growing up in this digital era incorporate technology into play, communication and learning. Therapists working with children endeavour to use mediums with which children are familiar and thus need to make a decision whether to include technology in or exclude technology from their therapeutic environments. This is no easy decision, in the midst of negative publicity regarding the role technology plays in children‘s lives. A deeper understanding of what encourages or discourages therapists from using technology as a therapeutic medium with children could guide practitioners in their decisions regarding the use of technology in therapy. The aim of this study was to explore and describe experiences of therapists using technology, as a therapeutic medium with children. A qualitative multiple case study design was used. Experiences were defined as the “active process" of reinterpreting the "physical, perceptual, affective and cognitive aspects" of being exposed to events to bring about a change in response options (McKnight & Sechrest, 2003:471). Data were collected by means of semi-structured interviews and visual data. Seven therapists participated in the research, selected by means of non-probability purposive sampling and snowball sampling. Collected data and reflective field notes were analysed thematically, using an inductive, interpretive approach, guided by a theoretical framework, the Theory of Reasoned Action (TRA). Findings indicated that all participants were aware that children find technology appealing, but participants who were older or psychodynamically orientated were less inclined to incorporate technology as a therapeutic medium. Participants who were experimental by nature used technology as a therapeutic medium with some caution. Experimentally inclined participants who had received training in using technology used technology not only as a therapeutic medium, but also more confidently as a play medium. Participants were deterred mainly by the uncertainty of the therapeutic value of technology, the lack of ethical guidelines regulating the use of technology in therapy and the concern that technology may interfere with the therapeutic process. Further research regarding parents’ and child-clients’ perspectives of using technology in therapy would perhaps reduce speculative perceptions. Research regarding therapists’ values and perceptions of technology as a therapeutic medium could guide stakeholders in their development of training programs and necessary ethical guidelines. / MA (Psychology), North-West University, Potchefstroom Campus, 2015

Children, growing up in this digital era incorporate technology into play, communication and learning. Therapists working with children endeavour to use mediums with which children are familiar and thus need to make a decision whether to include technology in or exclude technology from their therapeutic environments. This is no easy decision, in the midst of negative publicity regarding the role technology plays in children‘s lives. A deeper understanding of what encourages or discourages therapists from using technology as a therapeutic medium with children could guide practitioners in their decisions regarding the use of technology in therapy. The aim of this study was to explore and describe experiences of therapists using technology, as a therapeutic medium with children. A qualitative multiple case study design was used. Experiences were defined as the “active process" of reinterpreting the "physical, perceptual, affective and cognitive aspects" of being exposed to events to bring about a change in response options (McKnight & Sechrest, 2003:471). Data were collected by means of semi-structured interviews and visual data. Seven therapists participated in the research, selected by means of non-probability purposive sampling and snowball sampling. Collected data and reflective field notes were analysed thematically, using an inductive, interpretive approach, guided by a theoretical framework, the Theory of Reasoned Action (TRA). Findings indicated that all participants were aware that children find technology appealing, but participants who were older or psychodynamically orientated were less inclined to incorporate technology as a therapeutic medium. Participants who were experimental by nature used technology as a therapeutic medium with some caution. Experimentally inclined participants who had received training in using technology used technology not only as a therapeutic medium, but also more confidently as a play medium. Participants were deterred mainly by the uncertainty of the therapeutic value of technology, the lack of ethical guidelines regulating the use of technology in therapy and the concern that technology may interfere with the therapeutic process. Further research regarding parents’ and child-clients’ perspectives of using technology in therapy would perhaps reduce speculative perceptions. Research regarding therapists’ values and perceptions of technology as a therapeutic medium could guide stakeholders in their development of training programs and necessary ethical guidelines. / MA (Psychology), North-West University, Potchefstroom Campus, 2015