Browsing by Issue Date, starting with "2024-06-24"
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- Collaborative consumption and eWOM : the influence of electronic word of mouth on the valuation of online fashion rental servicesPublication . Lierheimer, Nina Marie; Colaço, VeraThis dissertation investigates the influence of information quality of electronic word of mouth (eWOM), more specifically online customer reviews on the valuation of fashion rental services, namely on eWOM appeal, the intention to rent clothes on a renting platform, and the willingness to pay. Additionally, the moderating effect of fashion involvement and the mediating influence of perceived trust in eWOM was examined on the aforementioned relationship. Results indicate that high eWOM information quality in online customer reviews leads to greater valuations of fashion rental services. Additionally, higher fashion involvement positively impacts eWOM appeal of online customer reviews and the intention to rent clothes from a fashion rental platform. Furthermore, individuals with higher fashion involvement are more likely to rent clothes with higher eWOM information quality reviews. Results slightly improved by adding the influence of the frequency of consuming online reviews to this analysis. Moreover, findings suggest that perceived eWOM trust indirectly influences the relationship between eWOM information quality and fashion rental service valuations, specifically eWOM appeal and rental intention. These findings provide relevant theoretical insights into the previously established link between eWOM and rental platforms, particularly by closing a research gap concerning fashion involvement and eWOM trust. Forthwith, brand managers are provided with recommendations for a successful implementation of fashion rental services, particularly regarding the design of review management strategies.
- Shaping the future : AI governance and its dynamic effect on India's AI competitivenessPublication . Chopra, Karneet; Rajsingh, PeterIndia's potential in Artificial Intelligence (AI) is significant, with a large skilled workforce and a growing AI industry. However, the lack of a comprehensive regulatory framework raises concerns about ethical AI development, data privacy, and potential misuse, impacting public trust and India's global competitiveness. This thesis employed a mixed-methods approach, combining a literature review of existing AI governance models with insights from semi-structured interviews with Indian AI experts and a public perception survey. The findings highlighted a strong desire for a robust, centralized regulatory framework that balances innovation with ethical considerations and data protection. Experts emphasized the need for increased investment in foundational AI research, collaborative policymaking involving government, industry, and academia, and a focus on mitigating potential biases and risks associated with AI deployment. This research challenges the assumption that stringent AI governance would hinder India's AI competitiveness, suggesting that a well-defined regulatory framework, tailored to India's unique socio-economic context, can foster public trust, attract investment, and position India as a leader in responsible AI development. The thesis concludes by offering recommendations for policymakers, industry leaders, and researchers to collaboratively shape a future where AI technologies contribute positively to India's growth and societal well-being.
- Liderança nos desportos de alta competição : o caso do ciclismo profissional de estrada em PortugalPublication . Avelar, Gonçalo Alexandre Machado; Seruya, José Manuel MenanoA presente dissertação foca-se na identificação de práticas de liderança e competências comunicacionais de líderes relevantes no âmbito do ciclismo profissional de estrada em Portugal. Numa fase inicial, procedeu-se à elaboração de uma base teórica nos campos da liderança nos desportos de alta competição – com enfoque no treinador enquanto líder, nos tipos de liderança e nas competências dos treinadores – bem como na comunicação e nas relações estabelecidas entre treinadores e atletas. Em termos metodológicos, a investigação desenvolvida é do tipo qualitativo com recurso à realização de seis entrevistas semiestruturadas ao Presidente da Federação Portuguesa de Ciclismo, ao Diretor da Volta a Portugal em Bicicleta, ao Diretor Geral e Desportivo da Efapel Cycling e a três dos seus ciclistas. O testemunho pessoal de cada um dos entrevistados anteriormente referidos revelou-se fundamental para dar resposta aos objetivos definidos, pelo que, na apresentação e discussão dos resultados, foi possível identificar práticas de liderança e competências comunicacionais destes líderes em matérias como inteligência emocional, autoconsciência, reação às adversidades, visão, definição de objetivos, escuta ativa e versatilidade para comunicar com diferentes públicos.
- Preferences of young German adults for naturally sweetened snacks : a comparison between corporate brands and influencer brandsPublication . Hensel, Annalena; Costa, AnaOver recent years, consumers' eating behaviors have shifted from main meals to more frequent snacking, raising concerns due to high-energy-density snacks rich in sugar, salt, and fat, potentially contributing to obesity. As concerns about processed foods grow, demand for healthier snacks with less processing and natural ingredients rises. This shift reflects a desire for transparency in dietary choices, evidenced by ingredient lists and health claims on packaging. This study aims to understand the impact of extrinsic and intrinsic attributes, namely type of sugar, cocoa content, presence of naturally sweetened claim, and price, on young German adults' preferences for dark chocolate. Further, it investigated whether these preferences change based on whether the product is from a corporate or influencer brand, a brand launched by a social media influencer. An online survey with 168 participants was conducted, incorporating an information treatment and a conjoint analysis task. Findings show that dark chocolate from corporate brands is preferred over influencer brands, likely due to higher familiarity, loyalty, and trust. Coconut sugar was strongly preferred over regular sugar, while the effect of a naturally sweetened claim was non-significant, indicating a preference for factual nutrition information over health claims. Consumer preferences did not differ significantly between the corporate and influencer brand treatment. The results underscore the importance of transparent and informative marketing strategies focusing on ingredients rather than health claims. Influencers launching their brands must build brand awareness, loyalty, and trust among young German adults by providing factual information about their products.
- Gamifying financial literacy : a marketing strategy for a mobile app using gamification to improve user engagementPublication . Divay, William; Xavier, RuteThe global financial crisis of 2008 highlighted the critical importance of financial literacy and effective personal financial management. Despite the growing need for financial education, a significant portion of the global population remains financially illiterate, which poses long-term risks to individual and societal economic stability. This thesis explores the potential of gamification as a strategy to enhance user engagement in a mobile application designed to improve financial literacy. By integrating game elements such as points, badges, leaderboards, and personalized learning paths, the proposed app aims to make financial education interactive and engaging. This study is grounded in the Self-Determination Theory, which emphasizes the importance of competence, autonomy, and relatedness in motivating behavior. Through a combination of literature review, survey analysis, and empirical data collection, the research investigates the effectiveness of different gamification elements in enhancing user engagement. The findings reveal that elements focused on competition, social relationships, feedback, progression, and rewards significantly enhance user motivation and engagement. However, immersive elements such as customizable avatars, while enhancing user experience, do not have a significant standalone impact on engagement. This research provides valuable insights for developers and educators on the strategic implementation of gamification in financial literacy applications, highlighting its potential to foster a more financially informed and competent society.
- Applying mHealth for assessment of complex wounds: insights from a focus groupPublication . Marques, Raquel; Mira, Helena I. M. F.; Lopes, Marcos V. O.; Neves-Amado, João D.; Ramos, Paulo A. S.; Alves, Paulo J. P.Background. It is a reality of care praxis that it is difficult for healthcare professionals to assess and monitor the local status of wounds objectively and regularly. This study aims to identify the minimum data required to evaluate patients with complex wounds to be incorporated into mHealth. Methods. Descriptive qualitative study, based on thematic analysis, using the online focus group technique. An intentional sample was selected, and two separate sessions were held, attended by 6 experts and 7 nurses. The data were coded by two researchers, with a deductive method, using NVivo software. Results. 5 themes emerged which are described as follows: assessment of patients with complex wounds, distinctive criteria based on the type of wound, flowcharts for approaching patients with wounds, characteristics of a mobile application focused on wound care, and alerts to be included in a mobile health application dedicated to wound treatment. The theme characteristics of a mobile application for approaching the patient with wounds raised 4 subthemes: (1) image, (2) communication, (3) decision-making, and (4) safety. Conclusion. The use of wound assessment tools provides data capable of generating quality care outcome indicators. These serve as good practice guides, enhancing health gains, whether they are economic or quality-of-life improvements.
- Multinational tax avoidance associated with leverage, intangibility and profitability on non-US. dataPublication . Chen, Rong; Bonfim, DianaThis study investigates the tax avoidance behaviors of multinational corporations (MNCs) by analyzing the effective tax rates (ETRs) of global ultimate owners and their subsidiaries from 2000 to 2022. Using panel data from the Osiris database, this dissertation examines how various subsidiary-level financial metrics, weighted by the inverse of their domestic statutory tax rates, influence the parent firm's book ETR. Key independent variables include the number of subsidiaries in tax havens, intangibility, leverage, profitability, size, and statutory tax differences. The results showed significant negative correlations between the number of tax haven subsidiaries and book ETRs for parent firms. The presence of tax haven subsidiaries amplifies the impact of subsidiary aggregated leverage and size on tax avoidance. The findings underscore the importance of regulatory measures to curb tax avoidance and highlight the need for further research into the tax practices of MNCs in diverse jurisdictions.
- From paper and pulp industry leader to flexible packaging pioneer : the Navigator’s internalization strategy when entering the French marketPublication . Romanyshyn, Oksana; Xavier, RuteThe past decade has marked the shift within paper and pulp industry, with once leading sectors, like printing and writing paper experiencing a gradual elimination. Exogenous shocks and everchanging consumer needs have turned the industry upside down, driving out incumbents unable to adapt. Those who managed to maintain their position showcased the skills of reinvention and have diversified their offering into more promising contingent fields. Conditioned by highlighted circumstances, the Navigator company successfully expanded their portfolio to tap into the kraft packaging domain, the industry of high predicted growth and market opportunity. However, the entrance of the product to foreign markets is yet to be executed. In the light of the future investment, this dissertation aims to discover if France has the potential to commence the international success of gKraft, the Navigator’s kraft paper sub brand. Based on the comprehensive market analysis, competitor’s benchmarking and insights from end-consumers, France is positioned to be a promising location for further penetration, hovewer, some conditions ought to be satisfied. In order to occupy the competitive stance on the local market, the Navigator is expected to elevate the utility of its product in the eyes of clients by integrating technological advancements and comforting final consumers on the sustainability of the offering across its entire lifecycle.
- From waste to taste : how to adapt “Loop mission’s” business model for the German marketPublication . Schmidt, Alexander; Xavier, RuteTwelve million tons of food are disposed in Germany annually. This presents an ecological, economic, and ethical problem. Inspired by the success of “Loop Mission” in Canada, this thesis explores the feasibility of adapting their business model for the German market, as “Loop Mission” is converting unsellable fruits and vegetables into smoothies. For this purpose, their business model was analyzed through an interview, followed by a market analysis that examined the macroeconomic and competitive landscape as well as cultural differences and concluded with a survey testing market acceptance among consumers. The findings indicate that "Loop Mission’s" smoothies would have significant potential in the German market, with the market size and consumers' willingness to pay particularly promising. From an operational perspective, it is important to find strong procurement and distribution partners or even partners to adapt to local packaging sizes. From a marketing perspective, it would be advisable to switch to a fact-based strategy, emphasizing arguments such as nutritional aspects. In contrast, the sustainability aspect can be considered an additional unique selling proposition. Notably, the identified target group of women aged 25-34 with an academic degree and higher income has proven to be lucrative early adopters and innovators, demonstrating a willingness to pay between 2,50€ and 3,00€ according to the value-based pricing method. The physical presence of the products emerged as a must. Word-of-mouth seems to be the most effective marketing strategy followed by social media ads. Considering the above, entering the German market for “Loop Mission” style products seems promising.
- Assessing the fairness of mortgage lending decisions : leveraging explainability to quantify the trade-off between fairness and performance in algorithmic decision-makingPublication . Schwarz, Hauke; Guedes, AnaThe increase in the application of algorithmic decision-making has given rise to concerns about the fairness of machine-made decisions. Specifically in areas that heavily impact individuals like healthcare, recidivism, or finance, a thorough understanding of how decisions have been made is crucial from a regulatory and moral standpoint. However, improving algorithms in terms of their predictive performance often comes at the cost of increased complexity and thereby reduced understandability. This is especially true for algorithms without a direct interpretation method like neural networks, so-called “black box” models. This thesis aimed to examine whether 2022 Home Mortgage Disclosure Act mortgage lending data can be used to train a neural network to predict whether a mortgage will be granted based on demographic data, specifically focusing on geography and sensitive attributes such as applicant race. Both fairness and explainability requirements were incorporated into the process, all with the aim of keeping the model’s predictive performance high. Iteratively adapting the initial neural network with different fairness-focused algorithms as well as trying to uncover its inner workings using explainability algorithms showed mixed results. While some results were promising with regards to the scope of this thesis, none of the iterations applied managed to significantly improve fairness and/or predictive performance of the proposed model. This is most likely the effect of underlying discriminatory factors underlying in the data, that cannot directly be mitigated by controlling for the race of mortgage applicants, leaving an important focus for future research.
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