Browsing by Issue Date, starting with "2024-10-17"
Now showing 1 - 10 of 38
Results Per Page
Sort Options
- Brand placement disclosure on Instagram posts : the impact on behaviors towards the featured productPublication . Bicudo, Catarina Silva de Almeida; Romeiro, PauloThis research seeks to determine whether it's more worth it to pay for sponsored endorsements, or to promote organic ones (e.g., send products to potential endorsers and hope they make content out of it), and therefore help marketers in their budget allocation decisions. Accordingly, an experimental study was conducted to investigate if the absence or presence of a sponsorship disclosure on Instagram posts impacts the post's credibility, and subsequently behaviors towards the product featured, such as value perception and purchase intention. Surprisingly, findings show that disclosure does not have a significant direct effect on either post credibility, product value perception or product purchase intention. Despite this, survey results reveal that post credibility significantly affects value perception and purchase intention, and value perception considerably influences purchase intention.
- The management consulting paradigm : a case study comparing two consulting approachesPublication . Livério, José Maria; Rajsingh, Peter V.The management consulting industry has been estimated to be worth around $250 billion per annum and is growing consistently year over year. In the competitive landscape of consulting, various approaches exist whereby firms seek to differentiate themselves from their peers. This thesis aims to understand differences in problem-solving between the engineering approach versus a management orientation within the consulting industry. To capture the differences three forms of data were analysed. We surveyed 150 individuals with participants ranging from India to Mexico, as well as Europe, and the United States. We then interviewed 14 individuals with at least two years and a half of consulting experience and then 5 senior consultants. These sources allowed us to have an overview of differences between engineering and management and its long-term impacts on a consultant’s approach to problemsolving. The major differences found were that individuals with a management background demonstrated a wider perspective when solving business problems, even with only two and a half years of consulting experience. On the other hand, individuals with an engineering background demonstrated more attentiveness to details. The particularities of an educational background, which contours the form of thinking associated with problem-solving, was found to have an impact over a longer-term on consulting practise. The study creates a fertile ground for future research on different topics, for example if differences identified are indeed indicators of top performance.
- O impacto do neurofeedback na perceção subjetiva da ansiedade de performance musical e no bem-estar emocionalPublication . Pereira, Inês Dias Botelho Martins; Silva, Clédna Patrícia de OliveiraA Ansiedade de Performance Musical (APM) é um problema prevalente entre os músicos, impactando o seu bem-estar emocional e a qualidade da performance. Este estudo investiga os efeitos do Neurofeedback (NFDK) utilizando Espectroscopia Funcional de Infravermelho Próximo (fNIRS) no bem-estar emocional dos músicos e na perceção da APM. Além disso, examina como o background musical, o tipo de instrumento e os anos de prática influenciam o controlo da ansiedade e a perceção subjetiva da APM. A amostra foi composta por 14 músicos, submetidos a uma sessão de treino com Neurofeedback. A recolha de dados envolveu o Inventário de Ansiedade de Performance Musical de Kenny (K-MPAI), o Questionário Revisto de Controlo da Ansiedade (ACQ-R) e outras medidas de autorrelato. Como esperado, os resultados não indicaram uma redução significativa na APM nem uma melhoria no bem-estar emocional nesta amostra. Músicos com prática extensiva e um background em música clássica não mostraram diferenças no controlo da ansiedade ou nos níveis de APM antes e depois da intervenção, em comparação com os outros indivíduos, com menos experiência e prática. Além disso, o tipo de instrumento não influenciou os níveis de ansiedade nem o resultado do tratamento. É importante interpretar os resultados deste estudo considerando que foi um estudo piloto. Uma vez que a amostra teve apenas uma sessão de Neurofeedback, estes resultados eram esperados. Ainda assim, estes achados sublinham o potencial do Neurofeedback como uma intervenção eficaz relativamente à APM e a importância de realizar estudos futuros, com uma amostra maior, permitindo a análise do impacto das diferenças e características individuais no resultado deste tratamento. Este estudo contribui para a compreensão da APM e para a sua gestão. Pesquisas futuras devem explorar os efeitos a longo prazo do Neurofeedback e a sua aplicação em diferentes contextos musicais.
- Artificial intelligence & digital ecosystems and their role in shaping the future of automotive aftersalesPublication . Raudies, Mona; Lancastre, FilipaThis thesis examines the role of artificial intelligence (AI) and digital ecosystems (DEs) in shaping the future of the automotive aftersales domain. This research addresses a gap in the existing literature, which has predominantly focused on broader digital transformation trends, thereby leaving the specific implications for aftersales services underexplored. By employing a qualitative approach based on 11 semi-structured interviews with experts from the automotive and consulting sectors, the study identifies key use cases for AI and DE integration, including personalized customer experiences, AI-driven customer support chatbots, and predictive maintenance. Additionally, it explores the strategic role of aftersales DEs in enhancing the competitiveness of original equipment manufacturers (OEMs) by improving customer relationships, leveraging external skills and knowledge, and establishing entry barriers. Furthermore, the research identifies significant challenges in the integration process, including the harmonization of technology, data management and regulatory compliance. The study concludes with lessons learned for OEMs, emphasizing the importance of a holistic approach, workforce education and the need to balance technological innovation with humancentric strategies. Overall, the findings contribute both to the academic discourse and provide actionable recommendations for industry practitioners aiming to leverage AI and DEs in the rapidly evolving automotive aftersales sector.
- Exploring generation Z's use of AI advice in business decision-makingPublication . Correia, Inês Monteiro Saraiva; Lettl, Christopher; Kommol, ErikThere is an increasing number of companies employing AI in business decision-making. Companies are composed by a diverse workforce with different experiences and backgrounds thus, it becomes imperative to understand if generations rely differently on AI. This thesis aims to understand the differences between Generation Z and Generation X regarding their reliance on AI advice and explore how this relationship is affected by trust. Additionally, it assesses the moderating effect of confidence in own judgement. To collect the data, a quantitative betweensubjects survey was employed, where participants from both generations were presented with two hypothetical decision-making scenarios to evaluate their reliance on AI advice. Findings reveal that Gen Z relies more on AI advice compared to Gen X. Interestingly, no significant differences were found in dispositional trust in AI between the two generations. However, a strong positive correlation was identified between dispositional and situational trust, with situational trust significantly enhancing reliance on AI advice. This indicates that higher levels of situational trust are correlated with greater reliance on AI. Surprisingly, the moderating effect of confidence in own judgment was not confirmed. Exploratory analysis suggests that familiarity with AI might mediate the relationship between generational differences and reliance on AI advice. Additionally, it was found that higher confidence in own judgement negatively impacts reliance on AI advice. These insights underscore the complexity of understanding how trust affects reliance on AI across generational cohorts and highlight the importance of considering this factor in order to foster effective AI integration strategies within companies.
- The role of large language models in mental health : a scoping reviewPublication . Gomes, Tiago; Martins, HenriqueMental health disorders affect nearly one billion individuals worldwide, with a growing prevalence over year, caused in part due to stigma and lack of treatment causing a high burden for healthcare systems. In this context, Large Language Models (LLMs), such as GPT-4, have emerged as transformative tools with the potential to improve mental health care. This master thesis conducts a scoping review of research published from 2023 onwards to explore the current applications of LLMs within the realm of mental health, with the objective of offering a thorough overview of their existing and prospective applications in clinical practices and data analysis. While LLMs hold promise in improving mental healthcare through early diagnosis, treatment planning, and the communication between patients and clinicians, this review has also pointed out the limitations the current models have, such as the high-risk mental health crisis, an inability to understand emotional subtleties which are crucial in the treatment of mental health, and concerns about ethics and data privacy in relation to the inherent biases of the training data. For future research, key areas include enhancing LLMs' skills in recognizing crises, creating tailored models for mental health for higher sensibility, and addressing significant ethical issues like bias and data privacy, which are essential for the gradual integration into the mental health field. LLMs integration in the mental health sector require a careful integration in order ensure patient safety and maintaining trust. It is imperative to have human oversight while using these tools, especially in high-risk clinical environments.
- Um estudo de viabilidade sobre o uso combinado de neurofeedback e fNIRS na ansiedade musical de performance musicalPublication . Santos, Henrique Gomes; Silva, Clédna Patrícia de OliveiraA ansiedade de performance musical é um fenómeno que afeta os músicos em situações nas quais o seu desempenho musical é ou pode ser avaliado, podendo trazer prejuízos para a própria performance. Este estudo de viabilidade procura contribuir para a preparação de futuros protocolos de investigação mais extensos e que utilizem a mesma tecnologia e abordagem, fornecendo dados críticos para o refinamento de metodologias. Com efeito, foi formulado e aplicado um protocolo de Neurofeedback associado a fNIRS (functional Near-Infrared Spectroscopy) a 13 músicos portugueses, amadores e profissionais, com idades entre 18 e os 29 anos. O protocolo consistia, numa primeira fase, na realização de uma tarefa de linha de base, onde era pedido aos participantes que procurassem relaxar antes da primeira atuação. Ambas as atuações contavam com a presença de um júri virtual. De seguida, deu-se início à sessão de Neurofeedback, que compreendia a realização de três tarefas com diferentes intuitos e dificuldades, acompanhadas por um termómetro emocional, que os participantes tinham de manter dentro dos parâmetros indicados na imagem. Por fim, os músicos foram convidados a realizar uma segunda atuação, também na presença do mesmo júri virtual, mas com uma nuance diferente, as camaras dos júris encontravam-se desligadas. Apesar dos resultados não se mostrarem significativos devido à reduzida amostra, que impede a sua generalização, os mesmos poderão ser tidos em conta para fornecer insights valiosos no desenvolvimento de intervenções eficazes com a mesma técnica. O presente estudo não só abre novas portas para a melhor compreensão do Neurofeedback associado a fNIRS, como contribui para otimizar futuras intervenções que utilizem a mesma abordagem na ansiedade de performance musical.
- Car subscription models : chinese EV producers and the german B2C car marketPublication . Klintwort, Tim; Rajsingh, Peter V.The automotive industry is experiencing rapid transformation, driven by the shifts towards electric mobility, autonomous driving, connectivity and new car usage models, creating opportunities for new entrants to challenge established players in markets that long seemed untouchable. This thesis examines whether car subscription models can serve as an effective market entry strategy for Chinese electric vehicle (EV) producers to gain a foothold in the German business-to-customer (B2C) car market. A mixed methods approach, combining qualitative interviews with industry experts and a quantitative survey with potential customers, was used to assess the viability of this strategy. The findings suggest that while Chinese producers possess dynamic capabilities and technological innovations, they still face significant market entry barriers that arise from negative user perceptions, lack of brand recognition, the need for building distribution channels, potential tariffs and capital requirements. Car subscriptions, which offer a low-commitment entry option for potential customers, are especially attractive for customers who´s negative perceptions manifest in experiencing social and performance risk towards the car and can provide a more capital-efficient entry by reducing the need for extensive dealership networks. However, the study also highlights operational and financial challenges associated with car subscriptions, such as managing vehicle returns, maintaining service networks, and ensuring sustainable revenue streams. It concludes that while subscriptions are a promising strategy for market entry, they should be part of a broader multi-channels sales strategy, which long term success is highly dependent on the companies9 ability to convince the customers of their brand during the subscription period.
- Three stripes, three logos : a consumer centric study of Adidas’s brand logos and their impact on brand equityPublication . Scheble, Christian; Romeiro, PauloThis dissertation studies the impact of brand logos on brand equity exemplified by Adidas, one of the leaders in the global sportswear market. This research examines whether and how the three Adidas logos - Trefoil, Performance Logo and Badge of Sport (BOS) - are perceived differently by consumers. Utilizing Keller’s Brand Equity Pyramid, this research assesses the influence of logos on various dimensions of brand equity and the potential moderating role of product categories. To answer these research questions, a pre-survey, in-depth interviews and a final survey were conducted. The final survey features an a/b test, which combined a typical product from one of two product categories with one of the three Adidas logos each. A statistical analysis revealed that logos did not significantly affect overall brand equity. However, the impact of logos differed across specific parts of the Brand Equity Pyramid. The BOS was consistently linked with more positive associations compared to the other two logos. No significant moderating effect of the product category was found, although some results differed across categories. Hypotheses from marketing literature were mostly rejected. Further research is needed, especially about the impact of actual logos from well-known brands. This dissertation contributes to both academic literature and marketing practice. The results appear to be particularly relevant to Adidas, as it apparently re-structures its brand architecture in 2024, changed its logo approach for a high-profile launch in August 2024 and phased out the BOS in contrast to positive results from this research.
- Transforming automotive emissions : the impact of ammonia engines and nano-electro fuel technologies on environmental sustainabilityPublication . Camerana, Lorenzo Vittorio Michele Maria; Rajsingh, Peter V.The automotive industry is at a standpoint, faced with the critical challenge of reducing its environmental footprint. This dissertation examines the transformative potential of ammonia engines and nano-electro fuels as potential solutions to achieving a carbon-free future. Ammonia engines provide a revolutionary path, cutting CO₂ emissions with minimal change to current infrastructure. In parallel, NEFs are an innovative approach to tackle battery technology, leveraging on renewable electricity and offering improvements in power delivery, battery life, and overall efficiency. The research integrates qualitative insights from industry experts with quantitative data from a survey of automotive professionals to assess the adoption potential, benefits, and barriers of both of these technologies. The findings suggest that while ammonia engine and NEFs have great potential for improving environmental sustainability, their widespread adoption is currently impeded by high costs, technical challenges, and the industry’s focus on electric vehicles. Regulatory pressure and the industry’s ability to adapt to new technologies is essential for overcoming these barriers. This study highlights the crucial need for investments and collaborative efforts to integrate these technologies into the automotive world, driving the industry towards a greener future.