BI Open (Norwegian Business School)
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Navigation AI Adoption In Marketing: Does TAM Clarify The Journey?
Get PDFMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2024Purpose: This thesis examines the determinants influencing digital marketers’
intentions to adopt artificial intelligence (AI), utilizing the Technology
Acceptance Model (TAM). The research aims to understand how perceived
usefulness, ease of use, job relevance, output quality, and perceptions of external
control of AI tools shape digital marketers' attitudes and adoption intentions.
Methodology: Employing a quantitative approach, the study uses a survey
method to gather data from digital marketers, analyzing responses through
regression analysis to validate hypotheses related to AI adoption based on the
TAM framework.
Findings: The findings reveal that perceived usefulness (PU) and perceived ease
of use (PEOU) have nearly equal influence on marketers' behavioral intention (BI)
to adopt AI. Among the external factors, perceptions of external control (PEC)
have the greatest impact on PEOU. For PU, output quality has the strongest
influence, followed by job relevance.
Research Limitations: The study’s sample, predominantly ranging from ages 25
to 34 and derived from specific professional networks, may limit the
generalizability of the findings. Additionally, the exclusion of Structural Equation
Modeling (SEM) limits the depth of analysis concerning variable
interrelationships. Furthermore, the study used only parts of the original TAM
framework to better align with the research context, which may have influenced
the comprehensiveness of the findings.
Practical Implications: The insights from this study guide organizations on
critical aspects to consider when implementing AI in digital marketing,
emphasizing the importance of aligning AI functionalities with specific marketing
roles and the necessity for high-quality outputs from AI systems
Exposure and connectedness to natural environments: An examination of the measurement invariance of the Nature Exposure Scale (NES) and Connectedness to Nature Scale (CNS) across 65 nations, 40 languages, gender identities, and age groups
Get PDFDetachment from nature is contributing to the environmental crisis and reversing this trend requires detailed monitoring and targeted interventions to reconnect people to nature. Most tools measuring nature exposure and attachment were developed in high-income countries and little is known about their robustness across national and linguistic groups. Therefore, we used data from the Body Image in Nature Survey to assess measurement invariance of the Nature Exposure Scale (NES) and the Connectedness to Nature Scale (CNS) across 65 nations, 40 languages, gender identities, and age groups (N = 56,968). While multi-group confirmatory factor analysis (MG-CFA) of the NES supported full scalar invariance across gender identities and age groups, only partial scalar invariance was supported across national and linguistic groups. MG-CFA of the CNS also supported full scalar invariance across gender identities and age groups, but only partial scalar invariance of a 7-item version of the CNS across national and linguistic groups. Nation-level associations between NES and CNS scores were negligible, likely reflecting a lack of conceptual clarity over what the NES is measuring. Individual-level associations between both measures and sociodemographic variables were weak. Findings suggest that the CNS-7 may be a useful tool to measure nature connectedness globally, but measures other than the NES may be needed to capture nature exposure cross-culturally.publishedVersio
EU ETS & the Maritime Shipping Industry: Barriers Compromising the Economic Efficiency and Effectiveness of the System
Get PDFMasteroppgave(MSc) i Master of Science i Forretningsjus og økonomi - Handelshøyskolen BI, 2024The European Union has addressed the challenge of greenhouse gas emissions from the maritime shipping industry with its inclusion in the EU Emissions Trading System (EU ETS). Utilising the market-based measure of a cap-and-trade system, the EU ETS aims to promote emission reductions. The purpose of this thesis is to analyse the maritime inclusion and how identified barriers may compromise the economic efficiency of the EU ETS in achieving cost-effective greenhouse gas emission reductions in the maritime shipping sector.
This thesis incorporates both legal dogmatic methodology and economic analysis of law to identify the following barriers 1) administrative burden, 2) split incentives, 3) lack of cost-competitiveness of alternative fuels and 4) evasive routes and carbon leakage. The administrative burden associated with the ETS generates added costs and complexity of participation. Furthermore, decarbonisation measures generate increased costs due to the price disparity of alternative fuels, creating a key barrier for its deployment. Subsequently, the incentive to invest in alternative fuels is limited due to the lack of benefits to the party investing in energy efficiency measures, creating a split incentive problem. The increased costs associated with the mentioned barriers of the maritime inclusion may establish an incentive for shipping companies to evade the EU ETS. Overall, these barriers compromise the ETS Directive’s subject matter due to the added costs, misaligned incentives for reducing emissions and the dependency on alternative fuels that are currently not cost-competitive in the market.
Our findings show that there is a limited risk of evasive routes and short-term implications of the administrative burden. The lack of cost-competitiveness of alternative fuels and split incentives are assumed to have a greater long-term impact for efficiently reducing emission. Hence, Contract for Difference has been proposed as a solution as it incentivises private investment towards the use and production of alternative fuels for a speedier transition. This thesis distinguishes itself by employing both economic and legal perspectives and proposing Contract for Difference not solely in relation to alternative fuels, but also linking it to the issue of split incentives. A limitation of this thesis includes the lack of case law and previous research on the recent maritime amendment of the ETS Directive.
Keywords: EU ETS; cap-and-trade; maritime shipping industry; emission allowances; barriers; efficiency; cost-effectiveness; incentives; pollution; Contract for Differenc
FRADRAGSRETT FOR INNGÅENDE MERVERDIAVGIFT MED ET EU-RETTSLIG PERSPEKTIV
Get PDFMasteroppgave(MSc) i Master of Science i Forretningsjus og økonomi - Handelshøyskolen BI, 2024Temaet er fradragsrett for inngående merverdiavgift i Norge, sett fra et EU-rettslig perspektiv. Selv om skatt og avgift er unntatt EØS-avtalen, vises det til at det norske merverdiavgiftssystemet er basert på EUs merverdiavgiftssystem, og systemene har derfor flere likheter.
Dermed er det interessant å undersøke bakgrunnen for den tilnærmingen som norsk rett og EU-domstolen har ved tolkning av de formelle vilkårene for fradragsrett for inngående merverdiavgift i tilfeller av formfeil på bilag. Vi ser også på hvordan lignende formfeil som normalt avskjærer fradragsrett etter norsk rett, ikke nødvendigvis fører til det samme ut ifra EU-domstolens anvendelse av “substans over form”-konseptet. I vurderingen av formfeil tas det hensyn til den økonomiske og den forretningsmessige virkeligheten fremfor den formelle formen. Norsk rett vektlegger tradisjonelt i større grad den formelle reguleringen.
Temaet er dermed et område som det er prinsipielt viktig å belyse innen merverdiavgiftsretten. Ved å kartlegge gjeldende dokumentasjonskrav og undersøke tidligere rettsavgjørelser fra Norge og EU, tydeliggjøres bakgrunnen til de forskjellige tilnærmingene til reglene og hvilke konsekvenser dette har for skatteytere som har et komplekst regelverk å forholde seg til.
Merverdiavgiftsrett er et stadig aktuelt tema for skatteytere, rådgivere, jurister og andre interessenter, samtidig som det foreligger mindre grad forskning og litteratur om merverdiavgiftsrettslige spørsmål, sammenlignet med skatterett i Norge. Det pekes derfor på at det er et behov for mer transparens, tydeliggjøring av hvilken plass EU-rett har i det norske rettskildebildet i avgiftsspørsmål, samt økt kunnskap om merverdiavgiftssystemet hos rettsanvendere, for å forebygge unødvendige kostnader for både staten og næringsdrivende. En anvendelse av “substans over form”-prinsippet ved formfeil kan tilrettelegge for at fradragsretten i større grad kan bidra til å oppfylle sitt formål - sikre at merverdiavgift i størst mulig grad er en kostnad på forbruk, og ikke en kostnad for den næringsdrivende
Opening AI: A study of transparency’s impact on brand authenticity and trust in visual advertising
Get PDFMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2024AI technology's rapid growth and integration across various sectors signal a
transformative era in technological adoption, with AI proving increasingly
valuable. This study aims to investigate the impact of disclosing and being
transparent about the use of artificial intelligence in visual advertisements, and
how this affects brand authenticity as a mediating factor to brand trust. As AI
becomes increasingly integrated into marketing strategies, this study assesses
whether transparent disclosure of AI use affects consumer perception and trust
toward brands.
Employing a quantitative research approach, the study utilizes an experimental
questionnaire to gather responses from a sample of Norwegian consumers. The
findings reveal that failing to disclose AI usage in advertisements significantly
reduces perceived brand authenticity as a mediating factor to brand trust. On the
other hand, while transparent disclosure of AI does not increase brand trust, it
mitigates the negative impacts of non-disclosure. These results underscore that
while transparency may not directly enhance trust, it is essential for preventing the
possible decay of brand authenticity and trust. This research gives input for
marketing strategies by highlighting the need for ethical practices and
transparency in AI applications in advertising, meeting consumer expectations for
honesty. Additionally, this study provides insights for future research in the field
of AI and marketing
Hvordan kan Johaug effektivt utnytte CRM for å forbedre kundeengasjement, styrke kundelojaliteten og øke salget?
Get PDFBacheloroppgave i Markedsføringsledelse fra Handelshøyskolen BI, 2024I vår bacheloroppgave har vi tatt for oss bedriften Johaug som B2C nettbutikk. I samarbeid med bedriften har vi kommet frem til følgende problemstilling:
“Hvordan kan Johaug effektivt utnytte CRM for å forbedre kundeengasjement, styrke kundelojaliteten og øke salget?”
For å avgrense problemstillingen har vi jobbet med hva som skal til for å skape verdi med CRM, og hvilke kritiske suksessfaktorer som spiller inn for å effektivt utnytte CRM.
For å kunne svare på problemstillingen vår, og for å få en dypere forståelse av temaet, har vi jobbet grundig med teori som omhandler CRM. Valg av riktig CRM-system har stor påvirkning på hvordan en bedrift administrerer kunderelasjoner, markedsføringsstrategier og salgsprosesser, og er ofte en lang og kompleks prosess. Ikke bare er det viktig med valg av riktig system, men implementeringen er essensiell. Det krever betydelig med tid og ressurser for å lykkes, både for å sikre at det passer bedriftens behov, og for å sikre god opplæring av ansatte med sømløs integrering i eksisterende prosesser.
Videre har vi benyttet både kvantitativ og kvalitativ metode for å samle inn primærdata. I den kvalitative undersøkelsen gjennomførte vi tre dybdeintervjuer med relevante fagpersoner i Johaug. Dette ga oss informasjon om dagens situasjon i bedriften, og deres mål og ønsker. I den kvantitative undersøkelsen identifiserte vi trender og karakteristikker innenfor treningsklær på nett for kvinner.
Avslutningsvis kommer vi med anbefalinger til Johaug. Her anbefaler vi at de bør prioritere opplæring på tvers av hele bedriften og alle avdelingene ved implementeringen av CRM-systemet. Videre anbefaler vi å redusere antall ganger man sender ut markedskommunikasjon til kundene, og å personalisere mer av markedskommunikasjonen de sender ut. Dette er anbefalinger vi mener vil styrke deres nye CRM-system ved å forbedre kundeengasjement, styrke kundelojaliteten og øke salget
'Alone on the Road': Loneliness among Digital Nomads and the Use of Social Media to Foster Personal Relationships
Get PDFThe ‘digital nomad’ (DN) neotribe includes professionals who work remotely from different locations. Despite the benefits of digital nomadism (e.g., work flexibility, high mobility, leisure-centeredness) and opportunities for meeting like-minded people, one of the consequences of the lifestyle may be loneliness. By using 30 in-depth interviews, this study explores the interaction between digital nomadism and loneliness. We conceptualize the DN lifestyle as a continuum that may, but does not have to, lead to feelings of loneliness. External factors such as lack of social support, often related to the capacity to stay in a place long enough to build a network or the social competence skills to connect with others, may contribute to greater levels of loneliness. Conversely, in line with networked individualism, it examines how DNs seek more control over constructing their own social networks in the context of a hyperindividualistic society. Instagram, Facebook groups, Slack, MeetUp, CouchSurfing, and Tinder are identified as key platforms for DNs to connect with people, especially for bridging social capital, whereas WhatsApp is used more for bonding social capital. The paper offers a timely discussion of the way that DNs use different social media platforms to overcome loneliness, forge intimate connections, and build community.'Alone on the Road': Loneliness among Digital Nomads and the Use of Social Media to Foster Personal RelationshipspublishedVersio
The Effect of Consistent Pricing Strategies and Integrated Return Fulfilment on Customer Satisfaction and Repurchase Intention
Get PDFMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2024Omnichannel strategies have been widely adopted among retailers over the past decade. However, research on the effect of omnichannel strategies in the Norwegian retail environment remains limited. This thesis aims to fill this research gap by investigating the effect of some omnichannel services on consumer behaviour. Based on the principles of the Stimulus-Organism-Response (SOR) framework, we propose that consistent pricing strategies and integrated return fulfilment have an indirect effect on repurchase intention, which is mediated through satisfaction and moderated by involvement. The thesis employs a 2x2x2 mixed factorial design in two retail categories to manipulate consistent pricing strategies, integrated return fulfilment, and levels of involvement.
The conceptual framework was broken down into three components for a comprehensive analysis. Our results support the well-established effect of satisfaction on repurchase intention. Furthermore, consistent pricing strategies and integrated return fulfilment were found to have a significant effect on satisfaction and repurchase intention. While involvement was found to moderate the effect of consistent pricing strategies on satisfaction, it did not moderate the effect of integrated return fulfilment. Although the overarching models were not found to be significant, this thesis provides valuable insights for Norwegian retail managers. From a customer behaviour perspective, we recommend retail managers with many high-involvement customers to implement consistent pricing strategies. Conversely, focusing on integrated return fulfilment might be more valuable for those with more low-involvement customers
Do different uncertainty indices affect the returns of U.S. corporate bonds?
Get PDFMasteroppgave(MSc) in Master of Science in Business, Finance - Handelshøyskolen BI, 2024We aim to research how different measures of uncertainties affect U.S. corporate bond returns. We do this by using US corporate bond data and performing beta estimation and rolling window regressions of different uncertainty indices from Bloom (n.d) and Chen et al. (2023), creating factor sensitivities. We perform Fama MacBeth cross-sectional regression and Univariate portfolio regressions to obtain risk premiums and benchmark alphas. We expect that some indices will have a more significant impact on corporate bond returns due to some characteristics being more sensitive to certain types of uncertainty, and we aim to uncover such patterns in our research. Our empirical analysis shows that the uncertainty indices with the most impact are global, world, and monetary policy uncertainty, where monetary policy uncertainty is based on ten major papers. From testing our data across market conditions and bond attributes, we found that these are mainly not robust. The implications of our findings would impact various market participants, including investors, portfolio managers, and policymakers, on how to hedge during times of uncertainty. It will contribute to the literature on corporate bond dynamics and uncertainty
Redefining Beauty: A quantitative investigation of the power of body-positive messaging on social media
Get PDFMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2024The portrayal of body image significantly influences user perceptions and interactions. This master’s thesis investigates how body-positive versus aspirational messaging on social media impacts perceived esteem, focusing on the mediating roles of competence, authenticity, warmth, and hubristic pride, alongside the moderating effect of attractiveness. Our study addresses a critical gap in existing research by exploring the nuanced psychological mechanisms behind social media engagement and body image representation.
To key studies examined (1) the main effects of body-positive messaging on perceived esteem through an experimental design using Independent Samples T-Test, in which participants were exposed to body-positive or aspirational social media posts. Hayes PROCESS Model 4 was utilized to investigate the mediating effects. Additionally, we (2) extended this investigation by incorporating the moderating role of attractiveness using ANCOVA and Hayes PROCESS Model 8 for moderated mediation analysis.
We argue that body-positive messaging significantly enhances perceived esteem, essentially through the mediator of competence. Notably, even when attractiveness was accounted for as a moderator, competency was found to be the most consistent mediator across analyses. This implies that in social media setting, individuals place a high emphasis on perceived skill and ability, which affects overall esteem. Additionally, compared to very attractive individuals, averagely attractive individuals received a greater boost in perceived esteem from body-positive messaging. We revealed a background effect of posting frequency, suggesting that participants' personal social media usage affects their perceptions of the posts of others.
We provide theoretical, practical and managerial implications on the basis of this research