CLSBE - Dissertações de Mestrado / Master Dissertations
URI permanente para esta coleção:
Navegar
Percorrer CLSBE - Dissertações de Mestrado / Master Dissertations por Objetivos de Desenvolvimento Sustentável (ODS) "05:Igualdade de Género"
A mostrar 1 - 10 de 23
Resultados por página
Opções de ordenação
- AI biases and marginalized stakeholders : inquiry into AI implementation practices in dating appsPublication . Lesnikova, Elena; Fioravante, RosaThis study explores how the use of artificial intelligence (AI) in dating apps can reinforce or mitigate biases against marginalized stakeholders groups, including racial minorities, women, and LGBTQ+ users. While AI improves user engagement and safety, it also risks reinforcing systemic biases, such as racial and gender-based discrimination. Through a qualitative thematic analysis of publicly available data, this research examines AI implementation in popular dating apps like Tinder, Bumble, and Grindr. Findings show that AI-driven algorithms often prioritize engagement over fairness, disproportionately excluding marginalized groups. The study highlights AI9s dual role: it can mitigate harm through features like harassment detection but also perpetuates inequalities when unethically designed. Theoretical contributions include applying stakeholder theory and ethical AI frameworks to digital matchmaking, emphasizing companies' ethical responsibilities to marginalized users. Practical recommendations focus on algorithmic transparency, fairness-aware machine learning, and inclusive AI governance. This research highlights the need for ethical AI practices in dating apps to ensure inclusivity and fairness, contributing to broader discussions on AI ethics and digital discrimination.
- Authenticity-based consumer responses : do individualistic or group-affiliating messages in Instagram advertisements enhance gen Z's perception of personal authenticity?Publication . Geinez, Anita; Braga, João NizaThe growing interest in consumers perception of authenticity results from the fact that it does not only result in higher psychological wellbeing and health but also has established a crucial competitive advantage for brands aiming at building strong relationships. Especially members of Gen Z are characterised by their demand for authenticity.The present study explores how individualistic and group-affiliating advertisements on Instagram impact Gen Z's perceived personal authenticity and consumer responses. Utilizing a 2x2 between subjects design (social belonging priming: inclusion/exclusion advertisement message: individualistic/group-affiliating) with 123 participants, the research reveals a significant interaction. Socially excluded Gen Z members reported higher personal authenticity, expected pleasure, and purchase intention with group-affiliating advertisements, while socially included individuals benefited from individualistic messages. Group-affiliating advertisements also drove higher sharing intentions across both social belonging conditions. Importantly, perceived personal authenticity is positively correlated with purchase intention. Therefore, it lastly influences tangible business outcomes.
- Behaviors and bias : a quantitative analysis of gender differences in salary negotiationsPublication . Falcidia, Lara; Mimra, Wanda; Rajsingh, PeterThis dissertation discusses the influence of gendered negotiation tendencies, specifically, confidence, risk aversion, self-advocacy, proactiveness, and biases, on negotiation frequency and salary outcomes. Drawing on a survey of 50 working professionals from various backgrounds, this study employs quantitative methods including t-tests and logistic regressions to test the hypotheses based on behavioral economics, organizational theory, and gender studies. Regression analyses showed that self-advocacy and proactiveness were significant factors that predicted successful salary achievement and increased negotiation frequency; however, confidence did not seem to correlate in this area. The female sample was slightly less likely than the male sample to be self-advocating and confident, reflecting persistent but nuanced gender dynamics. Furthermore, the results showed that biases held internally or externally are more likely to negatively affect women than men, particularly in risk-averse contexts. Ultimately, most gender difference moderation effects were not statistically significant within this small sample; however, there were clear trends that suggested structural and perceptual barriers existed relative to persistent gender disparities in negotiation outcomes. Finally, this research showed the critical role of behavioral traits over demographic characteristics which call for further research in similar studies to evaluate contextual and cultural moderators (i.e., industry and country). By quantifying the behavioral dimensions behind negotiation disparities, this study contributed to a more precise understanding of the mechanisms driving gender gaps in professional environments.
- Breaking the cycle : leveraging strategic sponsorships to enhance brand equity in the Frauen-BundesligaPublication . Linde , Maria Alejandra Diaz; Romeiro, PauloThe thesis investigates sponsorship methods that boost brand value in women's football through the Frauen-Bundesliga league. The growing commercial investment in women's football has not been matched by sufficient research about how sponsorship activities influence both brand perceptions of sponsors (Customer-Based Brand Equity, CBBE) and league perceptions (Spectator-Based Brand Equity, SBBE). A conceptual model is presented, incorporating activation type, fan engagement, and brand value congruence (BVC) as key drivers. A mixed-methods design was used in an experimental survey (N = 81) to test four activation types: title sponsorship, cause-related initiative, official partnership, and influencer collaboration. These were tested against a control group. Semi-structured interviews with stakeholders (DFB, agencies, and sponsors) provided qualitative context. Quantitative results showed no significant direct effects of activation type on brand equity (H1) or fan engagement (H3). However, influencer collaborations and cause-related initiatives showed positive directional trends. Fan engagement was found to be significantly associated with SBBE, offering partial support for H2. BVC demonstrated a consistent ability to predict fan engagement; however, it did not moderate the effect of activation type (H4). The PROCESS Macro Models 4 and 5 confirmed that fan engagement mediated the relationship between activation type and SBBE, but not CBBE. The qualitative findings highlighted authenticity, emotional storytelling, and value alignment as critical success factors. The results indicate that the quality of activation, rather than the format, is a critical factor in achieving effectiveness. Emotional resonance and digital engagement emerged as pivotal in fostering brand equity.
- Confirmation bias and similarity bias in recruitment : the influence of power on hiring decisionsPublication . Meier, Lotta Marie; Almeida, Filipa deHiring decisions are critical to organizational success but are often influenced by unconscious cognitive biases (CBs), such as confirmation bias and similarity bias. This thesis investigates how these biases affect hiring decisions of individuals with different feelings of power, using a quantitative survey design. Perceived power was measured using the Personal Sense of Power Scale, while CBs were assessed through adapted tasks evaluating decision-making behavior in recruitment scenarios. The results reveal that individuals with high perceived power exhibited significantly greater confirmation bias, supporting theories that powerholders rely more heavily on pre-existing beliefs. However, confirmation bias did not significantly predict hiring decisions. In contrast, sim ilarity bias significantly influenced hiring decisions, with participants favoring candidates perceived as similar to themselves, regardless of their level of perceived power. Demographic factors also shaped the occurrence of similarity bias. These findings have important implications for organizations aiming to improve recruitment practices. Strategies such as structured hiring processes, diverse panels, and unconscious bias training are recommended to mitigate CBs and foster objective decision-making. Future research should explore additional biases, cultural and individual differences, and the long-term effectiveness of bias mitigation strategies. By addressing biases, organizations can enhance hiring fairness, build diverse teams, and achieve sustained performance.
- Consumer trust in digital marketing through women’s ethical AI leadershipPublication . Peczyk, Julia Magdalena; Krzyżanowska, MagdalenaThis study investigates the impact of ethical leadership on consumer perceptions of artificial intelligence (AI)-driven brand transparency, with a particular focus on the role of women in leadership positions. As AI technologies become increasingly integrated into marketing strategies, concerns about transparency, fairness, and ethical governance have intensified. Leadership, especially when it embodies ethical principles and diversity, plays a crucial role in shaping how consumers interpret and trust AI applications within branding and communication. The research specifically examines how gender perceptions of leadership, such as the presence of women in executive or decision-making roles, affect consumer trust in AI-powered marketing initiatives. It also explores whether gender-inclusive governance of AI systems can further enhance consumer confidence and contribute to a more favorable brand image. Utilizing a mixed-methods approach that combines quantitative surveys with in-depth statistical analyses, the study evaluates the interplay between algorithmic transparency, leadership ethics, and consumer trust. Findings reveal that companies embracing both algorithmic openness and gender diverse leadership teams are more likely to be perceived as trustworthy, particularly among female consumers. Ethical AI practices, when guided by diverse and inclusive leadership, significantly contribute to building long-term consumer loyalty and brand credibility. Overall, the study emphasizes the importance of integrating ethical and inclusive leadership frameworks into AI governance models. For brands navigating the complexities of AI-driven marketing, adopting transparent, responsible, and gender-aware strategies can serve as a key differentiator in gaining consumer trust and achieving sustainable growth in the digital economy.
- The fabric of the beauty premium : aesthetical injustice within the fashion industryPublication . Romero, Diego Alejandro Baez; Fioravante, RosaThis thesis investigates how organizations in the fashion industry can counterbalance the beauty premium to mitigate aesthetic injustice. While extensive research has discussed and addressed conventional discriminations like gender, race, or ethnicity, appearance-based inequalities remain underexplored despite their significant impact on workplace opportunities and organizational culture. Drawing on an inductive qualitative research design, relying on a dataset of in-depth semistructured interviews at PUMA SE, the study deploys Braun and Clarke's thematic analysis to analyze the data, complemented with triangulation with PUMA´s Code of Ethics. The findings of the study reveal that appearance influences workplace perceptions through physical traits, clothing, and brand representation, but also through broader factors such as confidence, professionalism, and social skills. While PUMA demonstrates a strong commitment to DEI through their policies, training, reporting platforms, leadership action, appearance-based biases are less explicitly addressed compared to other forms of discrimination. The study identifies organizational challenges that include cultural diversity across a global workforce, departmental variations in aesthetic expectations, and the absence of a DEI-specific team. The participants suggested clearer communication policies, regular unconscious bias training, greater transparency in organizational processes, and the creation of DEI-specific structures. It was also emphasized the importance of expanding the inclusion to cover other areas such as disability and neurodivergence. Overall, this thesis contributes to the body of knowledge on aesthetic injustice by investigating how organizations in the fashion industry can counterbalance the beauty premium to mitigate aesthetic injustice offering practical recommendations for integrating appearance into the future organizational DEI strategies.
- From personal values to inclusive practices : the role of founder identity in driving diversity in German startupsPublication . Dahm, Jana Annalena; Fioravante, RosaIn today’s globalized landscape, effective diversity management to increase and maintain a diverse workforce is a critical challenge, especially for startups. Although existing literature confirmed the importance of leaders’ personal values, beliefs and experiences in shaping their willingness to support D&I practices, how this influence arises remains understudied. Additionally, while most previous research focuses on CEOs in large corporations, this study adds nuance by applying these insights to startup founders operating under unique conditions of uncertainty, limited resources, and informal organizational structures. Drawing on qualitative data from nine semi-structured interviews with German startup founders, the study examines how individual-level factors interact with the structural features of startups to influence D&I engagement. The analysis confirms the relevance of theories such as Social Identity Theory and Intergroup Contact Theory, while expanding them by introducing the concept of privilege awareness as a motivator for inclusive leadership. Furthermore, it refines relational demography theory by showing that the diversity of founders’ networks mediates the impact of informal recruitment. Contrary to assumptions that structural constraints limit diversity efforts, the research demonstrates that founder intentionality often overrides these limitations. Startup- specific characteristics, such as small size and flexibility, can be leveraged to embed inclusive norms early. These insights contribute to D&I, leadership, and entrepreneurship literature by offering a context-specific understanding of inclusive behavior in startups. The study concludes with practical recommendations for embedding inclusion early, emphasizing that founder intent and identity play a pivotal role in shaping organizational culture from the outset.
- Gender roles in the succession planning of family businesses : barriers and opportunities for female successors in GermanyPublication . Häußler, Christina Besjana; Dinis, LilianaThis thesis studies how and to what extent gender-specific factors influence the succession process in family businesses in Germany. The succession process in family businesses in Germany includes several factors such as legal, financial, and psychological factors. Moreover, specific gender factors such as environment, context, people, and process factors influence the succession process increasingly. Findings were obtained through 16 semi-structured interviews with female family business successors and using the Gioia methodology to analyze this data. The interviews confirm previous literature on gender-specific factors women face when entering the family business. These factors include, for example, the quality of the incumbent-successor relationship, gender stereotypes and discrimination in male-dominated industries, and the presence of the incumbent in the family business after handing over the business. The interviewed successor overcame obstacles by having a good relationship with the incumbent and the family open communication when having disagreements or conflicts. Furthermore, this study contributes to the literature by showing the current situation in Germany and giving an impression about which general and gender-specific factors influenced the succession process of the interviewed women.
- How emotions and gender stereotypes shape advertising effectivenessPublication . Gryc, Julia Karolina; Fernandes, DanielNowadays, people are exposed to large extent to advertisement, whether through online channels or printed ads. Due to such an exposure marketers try their best to encourage consumers to make a purchase. To obtain such a result, marketers apply several emotions in their ads to evoke a specific feeling in viewers. The range of emotions used in advertisement goes from humour to disgust, sadness or even shock. Moreover, very often gender stereotypes and portrayals are applied in advertisement, either as being reinforced or challenged. Those tactics can be successful, however it is relevant how are they are applied and if they are targeting specific gender, as women and men tend to react differently as they do not experience emotions in a same way and have different attitudes towards stereotypes. To understand what the difference between men and women is this paper uses an online questionnaire to analyse how consumers react to nine ads, using different emotions and stereotypes. Findings suggest that women experience stronger emotional reactions to all types of the emotions and are more sensitive towards stereotypes which affects their attitude towards the brand. On the other hand, results showed that men do not attribute high relevance to type of the emotion or stereotype but focus more on the product. This research is a further contribution to analysis how genders are impacted by advertisement and its tools.
- «
- 1 (current)
- 2
- 3
- »