This research justification discusses how YourSurprise, a personalised gift company, can improve its paid social media performance by implementing more efficient messaging and content formats. The business has historically concentrated on campaigns that increase conversions, but it is currently moving …

Purpose This study aims to investigate the impact of Generative AI (GAI)-produced marketing communication on consumer trust and behavioural intentions, particularly purchase intention. This study explores how GAI’s anthropomorphism and transparency influence these outcomes. The findings aim to expand …

This thesis explores the evolving relationship between social media and fashion identity in the aftermath of the Covid-19 pandemic. Since public life was drastically restricted during the lockdowns, social media platforms emerged as critical spaces for self-expression, inspiration, and identity experimentation …

Influencer marketing has become a key element of modern brand communication. More and more companies rely on influencers to reach consumers on an emotional level. But how do individuals with different personality traits respond to such content – and how does this affect their purchasing behavior? This …

Research on the spatial variation in ‘populist’ and ‘anti-establishment’ voting focuses on the role of ‘left behind places’, where these parties are particularly successful in regions that have been left behind economically or culturally. Applying this perspective to the German case, this paper examines …

In this thesis, we focus on developing behaviours for socially interactive agents (SIAs). The context in which the agent is used is a self-regulated learning system for children. We focus on personalising learning objectives and interaction content within an intelligent tutoring system (ITS). We envision …

Pregnancy and early parenthood mark a transformative period where women become caregivers and assume a new role with new responsibilities. While often portrayed positively, the transition to motherhood can be overwhelming. This is especially true for women living in adverse circumstances, presenting …

This thesis explores how food-related content on social media platforms like TikTok and Instagram influences the dietary behaviour of Dutch adolescents aged 15–18. Using both survey data and a focus group, the study reveals that emotionally engaging content, influencer promotions, and viral trends significantly …

Urban areas, particularly those surrounding universities, can present promising opportunities for small food businesses due to the high concentration of students seeking convenient and affordable lunch options. In Augsburg, Germany, Feinkost Glück, a family-run delicatessen and catering company, has …