Baigiamojo darbo tikslas – sukurti šalutinių priemonių stiprinimo modelį VDU įtikinimo komunikacijos procese. Darbą sudaro trys pagrindinės dalys: teorinės literatūros analizė, tyrimo rezultatų analizė ir projektinio modelio sukūrimas. Teorinėje darbo dalyje analizuojama įtikinimo komunikacija, įsigilinimo tikimybės modelis, šalutinės priemonės komunikacijoje. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami tyrimo rezultatai, gauti atlikus apklausą, siekiant nustatyti šalutinių priemonių – aukštųjų mokyklų logotipų ir šaltinių patikimumo (informacijos apie aukštąsias mokyklas pateikimo atžvilgiu) – lygį. Projektinėje darbo dalyje sukurti šalutinių priemonių stiprinimo modeliai VDU įtikinėjimo komunikacijoje. / The aim of this final work is to create a model of peripheral cues strengthen in VMU persuasive communication process. The paper consists of three main parts: theoretical analysis, analysis of survey and developing a model. The theoretical part analyzes the persuasive communication, Elaboration Likelihood Model (ELM), peripheral cues in communication. The analytical part of work provides an analysis of results of the study carried out of survey. The main aim of survey was to rate the level of peripheral cues (logos of high schools and source credibility). Design work develops models of peripheral cues strengthen in VMU persuasive communication process.

The purpose of this thesis is to investigate young people's approach to media consumption. The presumed objective of the thesis is to ascertain the method that young users apply to evaluate the credibility of news sources in the media. In the first theoretical part the thesis explains the status of the media in the information age and changes related to the field. It also discusses the need for media literacy and its possible development via media education. The chapter finishes with an overview of the most important data from recent studies concerning young people and the media. Second part consist of a qualitative research that is inspired by the research design of the theory by Strauss and Corbin (1999). Data for this research were obtained from 21 in depth interviews among 18 and 19 years old Czech citizens. The open coding was used for the analysis. The outcome of the analysis was interpreted through the method of constant comparation. The result of the research is a creation of four typological user groups according to the type of use of the news resources in the media.

Denna uppsats bygger på en kvantitativ studie med syftet att undersöka vilka faktorer som påverkar millennials attityd till olika informationskällor vid bokning av boende vid resa. Ytterligare kommer betydelsen av eWOM i valet av informationskälla belysas med målet att undersöka om det är en faktor som påverkar förtroendet för informationskällan. Följande forskningsfrågor utformades för att undersöka studiens syfte; “Hur ser millennials resvanor ut och vilka informationskällor använder de för bokning av boende vid resa?”, “Vilka faktorer påverkar millennials attityd mot olika informationskällor online?” samt “Hur ser millennials förtroendet till eWOM kommunikation ut på olika informationskällor?”. Empiriska data samlades in genom en enkätundersökning online bestående av frågor avseende respondenternas resvanor och boendevanor vid utlandsresa. Enkäten innefattade även frågor om respondenternas objektiva förtroende till eWOM på olika informationskällor samt frågor om källans upplevda trovärdighet och informationskvalité. Enkäten skickades ut via sociala medier och totalt 57 personer deltog i undersökningen. De viktigaste fynden var att faktorer inom källtrovärdighet visade sig ha en signifikant positiv effekt på millennials attityd till att använda informationskällorna generella sökmotorer, resebyråer online och recensionshemsidor. Slutsatserna dragna från studien är att källtrovärdighet har en positiv effekt på millennials attityd gentemot några av informationskällorna samt att förtroendenivån för eWOM varierar beroende på vilken informationskälla det publiceras på. Studien har bland annat bidragit till att ge läsaren en inblick i hur förtroendet för informationskällor ser ut och eWOM används i köpprocessen vid bokning av boende vid resa. / This thesis is based on a quantitative study with the purpose to investigate the factors influencing millennials attitude toward different sources of information when booking accommodation abroad. Further, the importance of eWOM in the selection of information sources will be investigated to examine whether it is a factor affecting the trust towards an information source. The following research questions were constructed to investigate the purpose of the study; "What do millennials’ travel habits look like and what information sources do they use to book accommodation abroad?", "What factors affect millennials' attitudes toward different sources of information online?" and "What do millennials trust in eWOM communication look like on different sources of information?". Data was collected with an online survey consisting of questions about the respondents traveling and accommodation habits abroad, their objective trust towards eWOM on different information sources as well as questions about the source’s credibility and information quality. The survey was sent out via social media platforms and 57 people in total participated. The most important findings were that factors found in source credibility had a significant positive effect on millennials attitude toward using information source general search engines, travel agencies online, and review websites. The conclusions drawn from this study is that source credibility has a positive effect on millennials attitude towards some information sources and that the level of trust for eWOM messages varies depending on which information source they are published on. The study contributes by giving the reader an insight into what consumers trust towards different information sources looks like and how eWOM is used in the consumer's buying process when booking accommodation abroad.

The present research seeks to increase understanding of cognitive dissonance by exploring the various information sources that may influence the negative feelings that may arise during post-purchase evaluation. Specifically, the author focuses on the impact of consumer opinion seeking, traditional media search, internet search and social media search on cognitive dissonance by employing two studies. In Study 1, depth interviews are collected and analyzed in an effort to gain more insight into the search process and consumers perceptions of the helpfulness and credibility of different information sources. Categories of information sources, categories of which sources were deemed most helpful or credible, and categories of post-purchase evaluations as they relate to cognitive dissonance are drawn from the interviews. Conclusions are drawn from this analysis and a proposed model is provided informed by the emergent categories. The development of hypotheses is also discussed. Study 2 explores the impact of credibility of sources within social media on online furniture purchase decisions. A survey is developed to empirically examine the relationships represented in the model. A pretest is conducted with a sample of 207 respondents. The results of the pretest are used to make changes to the survey instrument for the main study. The main study is conducted using three samples of participants that gained information from one of three sources of information: 1) friends and family member, 2) retailer or 3) other individual (“others”) the participant does not know personally. The findings from the main study indicate that trustworthiness of the source positively impacts consumers’ perceptions of source credibility. Moreover, the results from each of the three samples also provide evidence that cognitive dissonance is less likely to occur when consumers have a positive attitude toward source of information. These findings are especially relevant for retailers as they should develop strategies to enhance trust among their customers in order to increase perceived credibility. In the same vein, retailers should focus on crafting approaches that foster favorable customer attitudes in order to reduce the occurrence of cognitive dissonance. Additional results of the main study are presented along with managerial implications and ideas for future research.

The purpose of this study is to investigate whether the number of followers affects an influencer's credibility using Ohanian's credibility model (1990). The study contributes to an understanding of how the size of influencers affects the followers' intake of information from influencers. To address the purpose of this study, the following question was analyzed: How does the size of influencers affect their credibility? A qualitative study has been conducted and empirical material has been collected to fulfill the purpose and answer the question of how the number of followers affects the credibility of influencers. To get an answer to the question, nine semi-structured individual interviews were conducted where the sample was women aged 18-24. The theoretical starting point in this study is Ohanian's credibility model (1990), where the focus is on credibility which consists of five different terms; honesty, trustworthiness, sincerity, credibility, and reliability. The study shows that the majority agree that smaller influencers are perceived as more credible. The result is mainly due to the fact that smaller influencers are considered to have higher levels of all five credibility terms. For followers to interpret influencers as credible sources, it is important to do parts that are part of Ohanian's credibility model (1990). This study shows that a factor that affects influencer credibility is the number of followers. / Syftet med studien är att undersöka om antalet följare påverkar en influencers trovärdighet med hjälp av Ohanians trovärdighetsmodell (1990). Studien bidrar till förståelse för hur influencers storlek påverkar följarnas intag av information från influencers. För att besvara syftet, analyserades följande frågeställning: Hur påverkar influencers storlek deras trovärdighet? En kvalitativ studie har genomförts och empiriskt material har samlats in för att uppfylla syftet och besvara frågeställningen om hur antalet följare påverkar trovärdigheten till influencers. För att få svar på frågeställningen utfördes nio stycken semistrukturerade personliga intervjuer där urvalet var kvinnor i åldrarna 18-24 år. Den teoretiska utgångspunkten i denna studien är Ohanians trovärdighetsmodell (1990), där enbart fokuset ligger på trovärdighet som består av fem olika termer; ärlighet, pålitlighet, uppriktighet, trovärdighet och tillförlitlighet. Studien visar att majoriteten är eniga om att mindre influencers uppfattas som mer trovärdiga. Resultatet beror främst på att mindre influencers anses ha högre nivåer av alla fem begrepp som beskriver trovärdighet. För att följarna ska tolka influencers som en trovärdig källa är det viktigt att de uppfyller delarna som ingår i Ohanians trovärdighetsmodell (1990). Denna studie visar att en faktor som påverkar influencers trovärdighet är antalet följare.

The increase of mass shootings in the U.S. has amplified news reporting on mental illness as a possible factor in the shootings despite no evidence linking the two issues. Sources used to explain mental illness in stories that explore the motivations of mass shooters affect audience perception. Through a qualitative content analysis of local newspaper coverage of five U.S. mass shootings in 2015, journalists linked mental illness as a possible motive through sources who were not qualified to treat or diagnose mental illness. Journalists also ignored professional guidance from the Associated Press on mental illness reporting in the context of mass shootings. Additionally, journalists assumed the audience was knowledgeable of mental illness in general terms and specific diagnoses. These findings indicate coverage of mass shootings includes inaccurate information about shooters' motives, and it also continues to frame mental illness as dangerous.

Syftet med denna uppsats är att undersöka på hur ämneslärare i grundskolans NO - ämnen företrädesvis kemi, men också biologi och fysik, i sin praktik bedriver undervisning om källkritik för att möta läroplanens mål och kunskapskrav inom detta område. Studien har baserats på inspelade kvalitativa semi-strukturerade intervjuer av åtta lärareverksamma i grundskolan. Resultaten har tagits fram genom tematisk analys och beskriverhur lärarna undervisar i källkritik i NO-ämnena, samt deras bedömning av de förmågor somde anser eleverna behöver för att tillgodogöra sig undervisningen i källkritik. Källkritiken behandlas främst som en aspekt i undervisningen tex i samband med olika påståenden eller frågor som eleverna tar upp baserat på information de tagit del av i samhällsdebatten eller i olika diskussionsforum. Lärarna diskuterar då tillsammans med eleverna vilka faktorer som gör att information är mer eller mindre trovärdig. Lärarna beskriver också att det är viktigt i undervisningen att lyfta fram att trovärdigheten för vetenskapliga påståenden är beroende av huruvida påståendet stöds av de vetenskapliga metoder som använts vid framtagningen och att påståendet har granskats av ämnes experter. Lärarna i denna studie beskriver att den viktigaste förmågan för att eleverna ska kunna källkritiskt granska information med ett naturvetenskapligt innehåll är deras kunskaper i de olika NO-ämnena. En annan viktig förmåga är att eleverna förstår hur de ska använda sökmotorer på internet för att kunna ta fram oberoende källor. Risken är annars att de hamnar i en s.k. sökbubbla och de inte erhåller relevant information. / The purpose of this thesis is to investigate how science teachers in compulsory school, preferably chemistry, but also biology and physics, in their practice conduct teaching about source credibility to meet the curriculum's goals and knowledge requirements in this area. The study has been based on recorded qualitative semi-structured interviews of eight teachers active in primary school. The results have been produced through thematic analysis and describe how the teachers teach source criticism in the science subjects, as well as the capabilities that the teachers believe the students need to be able to benefit the teaching ofsource credibility. Source credibility is mainly treated as an aspect of ordinary teaching, for example in connection with various statements or questions that students address based on information they have taken part in in the public debate or in various discussion forums is mainly treated as an aspect of the usual teaching. The teachers then discuss with the pupils which factors make information credible. The teachers also describe that it is important in the teaching to emphasize that the credibility of scientific statements depends on the statement being supported by the scientific methods used in the development and that the statement has been reviewed by subject matter experts. The teachers in this study describe that the most important capability for students to critically review information with a scientific content is their knowledge of the various NO subjects. Another important capability is that students understand how to use search engines on the Internet to be able to find independent sources. The risk is otherwise that they end up in a so called search bubble and they do not receive relevant information.

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