Browsing Handelshøyskolen BI by Subject "marketing management"
Now showing items 101-118 of 118
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The ups and downs of consumer behavior : the effect of emotions on vertical attention
(Master thesis, 2017)Emotions are known to influence cognitive processes, such as attention, memory and behavior. However, only few studies examined the verticality pattern of attention. The present study investigated if selective attention ... -
To disguise or disclose? The effects of sponsorship disclosure on the recognition and evaluation of sponsored content on Instagram
(Master thesis, 2018)This study investigates the implications of disclosures in sponsored posts on Instagram. The background for this study is the development of Instagram as an advertising platform with an enormous reach and influence. In ... -
Too Creepy for Comfort? A Study of Personalized Online Advertising Effects on Attitude Towards The Ad and The Advertised Brand Across High/Low Involvement and Socially Sensitive Products, and The Mediating Role of The Creepiness Factor
(Master thesis, 2018)Consumers do perceive online ads differently, and ads do have the power to trigger different emotions for consumers depending on which type of product that is advertised. However, to our knowledge, no study has explored ... -
Too fast to be green? A qualitative study of young consumers behavioral patterns and attitudes towards sustainability in the fast fashion industry
(Master thesis, 2018)Purpose - The objective of this paper is to provide a thorough analysis, with young consumers attitudes, emotions, characteristics and knowledge regarding sustainability in the fast fashion industry, and to present a ... -
Trash Tall!: Unraveling Emotional Responses and Behavioral Rationalizations in the wake of Contradicting Evidence
(Master thesis, 2023)This study serves as a contribution to the green marketing paradigm, specifically under research about promotion of sustainable behaviors such as recycling of household waste. For the past decades, recycling has ... -
Underestimated ABG in Sustainable Fashion: Recalling Brand Names Alters the Predictiue Power of Attitude on Purchase
(Master thesis, 2023)Whether attitude is a good predictor of purchase has been widely discussed in sustainable literature. With an aim to examine if the predictive power of attitude to behaviour is exaggerated in current sustainable fashion ... -
Understanding different attitudes towards advertising on Instagram and Facebook
(Master thesis, 2019)The concept of attitude towards advertising has been widely tested. However, the concept lacks work regarding social media. The present study, therefore, provides important new insight regarding a topic that is both ... -
Understanding Underlying Gratifications Behind TikTok Use: A Strategic Marketing Perspective
(Master thesis, 2023)With TikTok taking more place in firms’ marketing efforts, many businesses launch their debut on the platform. Regardless of knowledge and experience, firms post content and buy ads hopeful to reach their initial goals. ... -
WANT TO BE A BILLIONAIRE? : The effect of money priming through music lyrics on
(Master thesis, 2018)The effects of music lyrics have been widely researched and compared with different behavioural outcomes within the field of social psychology. However, the impact of music lyrics has seldom been studied within the field ... -
What if AI is not that fair? - Understanding the impact of fear of algorithmic bias and AI literacy on information disclosure -
(Master thesis, 2021)Boosted by the COVID-19 pandemic, the use of AI technology to collect personal information regarding the population's health has been gaining traction globally. Public authorities worldwide pinned their hopes on developing ... -
When a brand adds an ecolabel - is it worth it? “What effect does issuing a brand-made carbon-footprint label have on the perceived product quality, brand attitude and purchase intention of the consumer?”
(Master thesis, 2020)This thesis examines the effect of a brand-issued carbon label on brand attitude, purchase intention and perceived product quality on the consumer. These effects are hypothesized to be moderated by the perceived fit ... -
When feminine product presentation t>acllfires: Utilitarian us Hedonic products on Purchase Intention and Attitude toward product, and the mediating effect of Source Credit
(Master thesis, 2023)In this research, we propose that a product with feminine product presentation can backfire, leading to reduced purchase intention and attitude. The research topic was inspired from an increased trend we have observed over ... -
Who is posting the brand-related content (BRC) on Instagram and do they earn profit? Consumers’ response to BRC post on Instagram
(Master thesis, 2023)Growing use of social media and predicted increases in the social media marketing trend necessitates an understanding of how different social media elements work. This study focuses on finding how the brand-related content ... -
Who is posting the brand-related content (BRC) on Instagram and do they earn profit? Consumers’ response to BRC post on Instagram
(Master thesis, 2023)Growing use of social media and predicted increases in the social media marketing trend necessitates an understanding of how different social media elements work. This study focuses on finding how the brand-related content ... -
With great power comes great responsibility": A meta-narratiue reuiew of ethical considerations and implications in the crossroads of Al and Marketing
(Master thesis, 2023)This meta-narrative review examines the ethical implications of using artificial intelligence (AI) in marketing and explores how companies can mitigate the associated risks. To address these concerns, a comprehensive ... -
"With great power comes great responsibility": A meta-narrative review of ethical considerations and implications in the crossroads of Al and Marketing
(Master thesis, 2023)This meta-narrative review examines the ethical implications of using artificial intelligence (AI) in marketing and explores how companies can mitigate the associated risks. To address these concerns, a comprehensive ... -
Would you eat it? An investigation of how perceived sustainability and perceived risk influence consumer acceptance of edible food packaging.
(Master thesis, 2020)One of the recent innovations for food packaging materials is edible packaging which is initiated to deal with environmental issues. However, research into edible food packaging is still in its infancy, especially in ... -
Would you like to bid higher for additional information? Examining consumers’ willingness to pay for blockchain proven goods in the Norwegian food industry
(Master thesis, 2020)This study focuses on the effect blockchain technology has on consumers’ willingness to pay, when used to record and present food provenance information. This was done through an experimental auction, where consumers bid ...