Faculteit der Managementwetenschappen

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    The influence of the occupational group on the perception of corporate social responsibility activities amongst employees
    (2023-08-29) Wit, Jeroen de
    This master’s thesis researches occupational groups and internal and external CSR activities, in order to contribute to existing knowledge about CSR and occupational groups. The focal point of this research is how the occupational group an employee belongs to, influences to employee’s view on the employer’s CSR activities. This study contributes to the literature by looking into the differences between occupational groups and how this influences their view on the CSR activities from the organization they work for, which is an area that lacks broad existing literature. In total, fifteen employees were interviewed to gain insight in the relationship between occupational groups and CSR activities. This study found that the higher within an organization the occupational group is, the more positive they tend to be on internal CSR activities, which can be described as a positive relationship. For occupational groups and external CSR activities, no specific relationship was found within this study.
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    Which categories of solver valorization influence future ideation contest participation in food industries?
    (2023-08-25) Mekking, Daniel
    Ideation contests increase in appearance. When properly conducted, they outsource tasks, increase knowledge about customer needs, and increase customer loyalty. However, in ideation contests, solver valorization currently is not properly managed, resulting in negative feelings and word-of-mouth. To close this knowledge gap, this research investigates which categories of solver valorization influence future ideation contest participation in food industries. For this, two categories of solver valorization as suggested by Hanine and Steils (2019) are used, contribution recognition and social recognition. These two categories, along with an interaction effect, are tested in an experiment, conducted using four scenarios with corresponding questionnaires. Each scenario has a different presence of the recognition categories. Then, respondents are asked to what extent they intend to participate in the future. Results show that the presence of contribution recognition does not have an effect, and both the presence of social recognition and the interaction effect have a marginally significant positive effect on future ideation contest participation. Implications from these results are that the presence of social recognition might have the most potential in increasing future contest participation. However, due to research limitations, the presence of contribution recognition might have an effect when the participation reward is higher.
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    CONSUMER’S INTENTION TO USE UBER
    (2023-08-28) Herold, Vicky
    This study seeks to extend the research on the influence of the technology acceptance model extended with trust and risk aversion on the user intention via sharing economy platforms, specifically Uber. Although it is already known that perceived usefulness and perceived ease of use have an influence on user intention, it remains unknown what effect different trust factors moderated by risk aversion have. The current research broadens the understanding of how disposition to trust, institution-based trust, and interpersonal trust as well as their interaction with risk aversion influence the user intention for sharing economy platforms. This study carried out an online survey to examine the consumers intention to use Uber based on seven variables. The data indicates that perceived ease of use and disposition to trust itself as well as its interaction with risk aversion have an influence on the user intention for Uber. However, data also indicates that perceived usefulness, institution-based trust and interpersonal trust do not have an influence on user intention. Additionally, institution-based trust and interpersonal trust have no interaction effect with risk aversion. Thus, these findings indicate that consumers are only influenced by their disposition to trust and perceived ease of use. Marketers should therefore design their sharing economy platforms while taking into consideration that using it would be free of effort as well as creating familiarity in order to increase the consumer’s user intention.
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    WOW! Is this the marketing strategy you never knew you needed?” Exploring the role of curiosity marketing in an online consumer engagement environment: an exploratory sequential mixed method study
    (2023-08-29) Dam, Cadine van
    In current times where marketeers and advertisers are often losing control over consumers on interactive, social platforms, the urge to develop effective social media marketing strategies has increased. A marketing strategy that is relatively new and unexplained is that of curiosity marketing. As little is known about this strategy, this study investigates the concept with an exploratory sequential mixed methods design. This design firstly opts to qualitatively shape the key elements of curiosity marketing in a social media context, and secondly quantitatively investigates the effect of curiosity marketing on online consumer engagement (OCE) with a 2 (curiosity versus non-curiosity) x1 (online consumer engagement) between-subjects experiment. In the experiment, the potentially moderating roles of product category involvement (PCI) and consumer attitude (CA) were also assessed. The outcomes of the first study provided insight into the concept as to what the underlying processes are of curiosity in marketing, what the goals are of curiosity marketing, and what elements (curiosity cues) can be applied in curiosity advertising, of which creating an information gap is the most relevant. The latter finding formed the base of the manipulation developed for the experiment. The results of the second study show, as opposed to non-curiosity marketing, that curiosity marketing does not lead to higher OCE. Moreover, PCI nor CA moderate this effect. The manipulation appeared to be unsuccessful however, influencing the subsequent results. It can therefore not be concluded from this study that curiosity marketing is an effective marketing strategy, what concerns OCE.