Дисертації з теми "Advertising motivation"
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Peterson, C. Mark. "The Motivation-Emotion-Matching (MEM) model of television advertising effects." Diss., Georgia Institute of Technology, 1994. http://hdl.handle.net/1853/30653.
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Huliyeva, D. O. "Verbal means of emotional and rational motivation in gender specific advertising." Thesis, ФОП Лисенко І. Б, 2012. http://repository.kpi.kharkov.ua/handle/KhPI-Press/47972.
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Al, Haj Anas. "Leadership Styles and Employee Motivation in Qatar Organizations." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3380.
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Organizations in the public sector in Qatar have a reputation for delivering inefficient services. Leaders lack an understanding of motivational factors affecting public sector employee performance. The purpose of this correlational research was to examine the relationship between leadership styles and employee motivation in public companies in Qatar. The independent variables were the transformational, transactional, and passive-avoidant leadership styles. The dependent variable was employee motivation. The moderator variables were employee age and salary. A sample of 92 employees from 4 public sector organizations in Qatar responded to the online survey. The full range leadership theory served as the theoretical foundation for describing leadership styles of managers as perceived by employees. Self-determination theory served as the theoretical foundation for describing employee motivation. A hierarchical regression model was developed, and results of the study indicated a significant positive correlation between transformational and transactional leadership styles used by managers and employee motivation levels, with a standardized beta coefficient (β) above 0.6, and a significant negative correlation between passive-avoidant leadership style and employee motivation levels, with a standardized beta coefficient (β) below -0.57. Age moderated the relationship between transformational leadership and motivation. Salary moderated the relationship between passive-avoidant leadership and motivation. Leaders of public organizations in Qatar may use the results of this study to better support employee motivation and engagement. The study may contribute to social change by helping managers improve organizational performance and increase efficiency levels.
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Korzh, K. R., and S. V. Mikhno. "Patriotic motivation in advertising slogans as a reflection of political changes in the country." Thesis, Sumy State University, 2017. http://essuir.sumdu.edu.ua/handle/123456789/62835.
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Advertising and marketing use patriotism for commercial purposes. Historical events and personalities, the achievements of past years create a new image of the prosperity of a country in advertising. This method builds the fantom brand and such advertising is intended for naïve or emotional audience. Patriotism towards the Fatherland refers to emotional advertising motives, for the Ukrainian mentality this motive is dominant in recent years.
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Svensson, Johan. "Change management on three big advertising agencies in Sweden." Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20802.
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Idag måste företag genomgå förändringar för att fortsätta utvecklas på en konkurrensutsatt marknad och uppnå nya målsättningar. Det är också viktigt för företag att involvera sina medarbetare till förändringsarbeten för att uppnå engagemang och undvika reaktioner i form av motstånd.Studiens syfte är att utifrån tre stora reklambyråer i Sverige undersöka hur man leder ett förändringsarbete och hur deras medarbetare involveras och engageras till förändringsinitiativen. Syftet med studien är också att se hur deras medarbetare påverkas och reagerar på förändringsarbeten och om det är vanligt att det uppstår motstånd eller andra attityder inom reklambranschen. Utifrån en kvalitativ studie har det samlats in textmaterial från intervjuer, observationer, böcker, artiklar och webbplatser. Uppsatsen har också utgått från ett kvantitativt perspektiv, där ett urval av medarbetare på respektive byrå har fått besvara en webbbaserad enkät.Resultatet visar på att reklambyråerna skiljer sig åt och använder olika verktyg, strategier och arbetsmetoder för att leda sina förändringsarbeten och samt motivera och engagera sina medarbetare till förändringsinitiativen. Resultatet visar också att medarbetarna påverkas och reagerar på olika sätt i samband med förändringsarbeten. Resultatet visar även på att där finns tydliga kopplingar till teorin om vad som är betydelsefullt för att reklambyråerna ska uppnå ett framgångsrikt förändringsarbete.Today on a competitive market, companies and organizations needs to undergo changes in order to continue to develop and achieve new goals. It is also important to involve their employees in order to achieve their commitment and avoid reactions in the form of resistance and other attitudes. Purpose of the study is to examine how to lead Change management in three major advertising agencies in Sweden and how their employees are involved and engaged to change initiatives.The purpose of the study is also to examine how their employees are affected and reacts to Change Management and aslo see if it can develop resistance or other attitudes in the advertising industry among the employees.Based on a qualitative study textual material has been collected through interviews, observations, books, articles and websites. The paper is also based on a quantitative study where a selection of employees at each office has asked to complete an online survey. The result shows that advertising agencies are different and use different tools, strategies and business practices to lead their change management and as well as motivate and engage their employees for change initiatives. The results also shows that the employees is affected and reacts in different ways in the context of change management. The results also shows that there are some connections to the theory of what is important for the agencies to achieve successful Change Management.
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Harris, William Detwiler. "An investigation into the effect of affect intensity on consumer responses to persuasive appeals /." Full-text version available from OU Domain via ProQuest Digital Dissertations, 1989.
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Santos, Jennifer. "The influence of audiovisual sports advertising in sedentary individuals." Master's thesis, Universidade de Aveiro, 2016. http://hdl.handle.net/10773/18513.
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Mestrado em Comunicação MultimédiaThe purpose of this research is to evaluate how audiovisual sports advertising alters the self-perception and the socio-cultural perception of sedentary individuals. The objective is to understand the effect of the marketing strategies used by sports industry’s brands in order to create more effective audiovisual sports advertising. This research integrates an interpretative approach, a qualitative research strategy in a quasi-experimental approach, using mixed methods, such as an Online Research Survey and Focus Group methods. These methods were progressively used in order to cross information and contribute in the design of the sequential investigation steps. Most of the existing literature on body image and sports advertising has presented itself as a huge gap in the world of scientific research. Accordingly, this research explores the direct influence of sports audiovisual content in sedentary and athletic individuals. The evaluation was accomplished through the screening of a sports video in the second of the Focus Group Research in which, after a 10-minute workout, the participants’ behaviors were assessed with the use of an Observation Grid and a post-workout discussion. There is a high chance that audiovisual sports advertising has a detrimental effect on both sedentary and athletic individuals. The main findings of this research identified that, although the Focus Group Research participants did not verbally confirm it, the video appeared to have a motivational effect on participants. They revealed a better performance and a more focused attitude during the test session. Sedentary individuals seem to be more critical of the female body than of athletic individuals and, as opposed to individuals who consider themselves athletic, individuals who consider themselves sedentary will less likely feel especially motivated to exercise when watching inspirational fitness videos. In addition, gender does not seem to be correlated with sports advertising, sports gear or equipment seems to especially motivate athletic individuals to exercise and individuals’ self-perception seems to be correlated to their workout motivations.
O objetivo do presente estudo é a avaliar como as publicidades desportivas audiovisuais influenciam a auto-perceção e a perceção socio-cultural de indivíduos sedentários. O objetivo é compreender o efeito das estratégias de marketing utilizadas pela indústria desportiva para criar publicidades desportivas audiovisuais mais eficazes. Este estudo integra numa abordagem interpretativa, uma estratégia de investigação qualitativa numa abordagem quasi-experimental, com a utilização de métodos mistos, como um Inquérito Online e Grupos de Foco. Estes métodos foram usados progressivamente com o intuito de cruzar informação e contribuir na estruturação dos passos sucessivos e de forma incremental. Identificou-se que, na literatura existente relativa à imagem corporal e a publicidades desportivas existe uma lacuna que, por consequente, este estudo procura preencher — através da exploração da influência direta dos conteúdos audiovisuais em indíviduos sedentários e atléticos. A avaliação foi realizada através da discussão em torno da visualização de um vídeo desportivo na segunda sessão de Grupo de Foco na qual, após um treino de 10 minutos, o comportamento dos participantes foi avaliado com a utilização de uma Grelha de Observação e uma discussão pós-treino. É muito provavél que as publicidades desportivas audiovisuais tenham um efeito detrimental em ambos os indivíduos sedentários e atléticos. Os resultados principais deste estudo identificaram que, apesar de os participantes do Grupo de Foco não o terem confirmado verbalmente, o vídeo tenha provocado um efeito motivacional nos participantes. Durante a segunda sessão, após visualização do vídeo, os participantes revelaram um melhor rendimento e uma atitude mais concentrada durante o treino. Os indivíduos sedentários parecem ser mais críticos relativamente ao corpo feminino do que os indivíduos atléticos. Parece mais improvável que indivíduos que se consideram sedentários se sintam especialmente motivados para praticar atividade física aquando da visualização de vídeos inspiracionais de fitness. Adicionalmente, o género não parece estar relacionado com sentir-se motivado para praticar atividade física após visualização de publicidades desportivas, material e equipamento desportivo parecem motivar especialmente indivíduos atléticos para a prática de exercícios físico e a autopercepção parece estar relacionada com as motivações de treino de cada indivíduo.
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Ku, Sung Mo. "The Influence of Content and Context Motivation on Advertisement Effectiveness Online." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/1177.
Повний текст джерелаАнотація:
This research proposal provides literature review regarding context motivation and its influence on advertisement effectiveness. I propose two quasi-experiments using motivation as an independent variable while measuring memory for the advertisement in order to predict advertisement effectiveness. The first experiment solely investigates the role of program motivation on advertisement memory. The secondary experiment proposed an investigation looking into the interaction between program motivation and advertisement motivation. Based on previous literature on advertisements, persuasion, and motivation, I hypothesized that high program motivation may impair memory for the advertisements. For Experiment 2, I hypothesized that both independent variables regarding content and context motivation will interact to show different results than Experiment 1, in which only the context motivation is measured. This paper aims to provide an effective marketing strategy in a relatively new yet potent advertising market in OTV (online television).
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Avdic, Nasiha, and Israa Badran. "How do consumers perceive online advertising? : a cross cultural comparison between Sweden and China." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9795.
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The purpose of this dissertation is to investigate cultural differences in consumer perception of online advertising. As the Internet grows it has become important for companies to adjust website design to cultural differences in online advertising. Internet users are more comfortable with website design related to their own culture. There have been a limited number of previous investigation regarding website design and our study aims to fill this gap. Schwartz cultural values are used to investigate cultural differences on a micro level. Our study aims to compare Sweden and China based on cultural values. The two countries were chosen because of the cultural differences. Schwartz cultural values have been selected since Schwartz investigates cultural differences on an individual level. The result of the dissertation indicates that there are other factors than colour text and image that influence consumers’ perception of the website design. One of the challenges in the dissertation was to connect the conceptual model to the collected data from the focus group interviews. However, some of the Schwartz’s cultural values could be captured where the participants were motivated by the culture in the responses. The result of the study can be used for companies and their website design in connection to Swedish and Chinese culture. The investigation gave us more understanding regarding the area of online advertising in connection to website design.
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Немеш, В. "Види мотивації в сучасній рекламі парфумів". Thesis, Cумський державний університет, 2016. http://essuir.sumdu.edu.ua/handle/123456789/49163.
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Van, Huyssteen Lucea. "Fear-based advertising appeals : assessing execution styles of social marketing campaigns." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5445.
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Thesis (MComm (Economics)--University of Stellenbosch, 2010.ENGLISH ABSTRACT: South Africa faces an epidemic, namely, HIV/Aids, which has grown substantially over the last ten years. It can be regarded as the country with the most alarming statistical figures concerning HIV infection rates. Even though South Africa is a country under scrutiny, given the high prevalence of HIV/Aids, this epidemic also constitutes as a global problem, given that an approximate number of 7400 individuals are infected with HIV every day. The number of Aids related deaths has risen from 100 000 in 1999 to over 400 000 in 2009. Given the concern, and in an effort to combat the fast spread of HIV/Aids, the South African government has implemented various educational and support programs. Marketing efforts are related to the above topic, given that various marketing-related practices have been implemented by non-profit organisations in an attempt to create awareness of HIV/Aids and the related risks. These marketing communication programs are referred to as social campaigns. HIV/Aids social campaigns involve communication strategies which attempt to persuade the target market to ensure that they adhere to safesexual practices, by making individuals aware of the threat that infection poses to their lifestyles. Various campaigns also explore how an individual can ensure safe sexual behaviour. Empirical research stretching back to 1975 has provided marketers with guidelines as to what social communication campaigns, concerning threats to human health, should include regarding an emotional, cognitive aspect. Evidence exists for the need to include emotional cues that would stimulate medium to high levels of fear, rather than low levels of fear, in order to effectively persuade an individual to adhere to a protective behavioural pattern. No research has been conducted in order to conclude whether one type of execution style or specific advertising content would result in significantly increased intentions to behave in the recommended protective manner. This study investigated whether different execution styles would result in significantly different levels of attitude, fear and behavioural intention. This was done by sampling a group of 450 respondents who participated in an experimental study. Three execution styles were tested by means of a post-test self administered questionnaire including items related to variables of the Protection Motivation Theory (PMT). The PMT explores the effects that fear appeal would have on attitude change. Not only was it found that different execution styles result in significantly different levels of the mentioned variables, it was also found that one execution style is significantly more effective in evoking these cognitive responses in one race group as compared to another. The empirical results of this study reveal that by discontinuing mass communication, and, in preference, segmenting the market towards which HIV/Aids social campaigns are currently aimed, based on race, these awareness campaigns would be more effective in inducing protective sexual behaviour.
AFRIKAANSE OPSOMMING: Suid-Afrika word gekonfronteer met ’n epidemie, naamlik MIV/Vigs, wat aansienlik gegroei het oor die afgelope tien jaar. Suid Afrika kan beskou word as die land met die mees ontstellende statistieke met betrekking tot MIV-infeksie. Selfs al is Suid-Afrika die land met die hoogste gevalle van MIV/Vigs, is hierdie epidemie ook 'n wêreldwye probleem, gegewe dat 'n ongeveer 7400 individue met MIV besmet word elke dag. Die aantal Vigs-verwante sterftes het toegeneem van 100 000 in 1999 tot meer as 400 000 in 2009. Gegewe bogenoemde en in 'n poging om MIV/Vigs verspreiding te beveg, het die Suid- Afrikaanse regering verskeie ondersteunende en opvoedkundige programme geïmplementeer om hierdie doel te bereik. Die verwantskap tussen bemarkingspogings en die betrokke onderwerp is dat verskeie bemarkingsverwante praktyke geïmplementeer word deur nie-winsgewende organisasies in 'n poging om bewustheid van MIV/Vigs en die verwante risiko's te skep. Hierdie bemarkingskommunikasie programme word na verwys as sosiale veldtogte. Die relevante MIV/Vigs-veldtogte behels sosiale kommunikasie strategieë wat die teikenmark probeer oorreed om te verseker dat hulle voldoen aan veilige seksuele praktyke, deur individue bewus te maak van die bedreiging wat infeksie inhou tot hul lewenswyse. Verskeie veldtogte brei ook uit oor hoe 'n individu veilige seksuele gedrag kan verseker. Empiriese navorsing wat terugstrek tot 1975 voorsien bemarkers met riglyne oor wat die sosiale kommunikasie veldtogte, wat 'n bedreiging vir menslike gesondheid behels, moet insluit met betrekking tot 'n emosionele, kognitiewe aspek. Bewyse bestaan in guns van die noodsaaklikheid van emosionele leidrade wat medium tot hoë vlakke van vrees in ‘n individu sal stimuleer, eerder as lae vlakke van vrees, om sodoende 'n individu effektief te oorreed om te voldoen aan beskermende gedragspatrone gegewe die bedreiging wat bestaan. Geen navorsing bestaan tans met betrekking tot of ‘n sekere tipe advertensie uitvoeringstyl of spesifieke advertensie-inhoud sou lei tot ‘n aansienlik hoër voorneme om te reageer op die aanbevole beskermende gedrag nie. Hierdie studie ondersoek of sekere advertensie uitvoeringstyle sou lei tot aansienlik verskillende vlakke van houding, vrees en gedrag. Die ondersoek is gedoen deur middel van 'n groep van 450 respondente wat deelgeneem het aan 'n eksperimentele studie. Drie uitvoeringstyle is getoets deur middel van 'n na-toets self-voltooiingsvraelys wat items ingesluit het wat verband hou met veranderlikes van die beskermings-motiveringsteorie (BMT). Die BMT ondersoek die uitwerking wat vreesaanlagte sal hê op houding en aanpassing daarvan. Hierdie studie het bevind dat verskillende advertensie uitvoeringstyle bydra tot aansienlike verskillende vlakke van die bogenoemde veranderlikes, asook dat een uitvoeringstyl beduidend meer effektief is in die ontlokking van kognitiewe respons in sekere rassegroepe in vergelyking met ander. Die empiriese resultate van hierdie studie bewys dat bemarkers die doeltreffendheid van MIV/Vigs sosiale veldtogte kan verbeter deur massa-kommunikasie te staak en eerder segmentering toe te pas binne die mark op wie veldtogte gemik is. Segmentering op grond van rassegroepe sal veroorsaak dat bewusmakingsveldtogte meer effektief is met betrekking tot hul invloed op die toepassing van beskermende seksuele gedrag binne die teikenmark.
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Hawkins, Nicole Lea. "Leader Strategies to Reduce Sales Personnel Attrition." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2153.
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Because sales are the primary revenue generators for insurance companies, reducing attrition of sales agents is essential to organizational success. The purpose of this single descriptive case study was to explore strategies that 6 Nebraskan sales leaders within the insurance industry used to reduce attrition. Participants had experience in sales leadership and the attrition of sales personnel and were able to provide insight into the unique perspectives on attrition in the insurance industry. Participants met the following criteria: (a) manage an insurance sales office or organization or (b) held an insurance sales leadership position for at least 1 year and (c) are actively employed in the insurance industry. Data were collected from interviews with sales leaders, focus groups with sales representatives, and documentation from organizational websites for data triangulation. The expectancy theory framework guided the data analysis process. The data analysis process involved using thematic analysis which allowed coding data that related to the expectancy theory and research question. Data analysis also included the uncovering of repetitive themes and patterns and synthesizing results. Five themes emerged from data analysis: (a) leadership's responsibility for motivating sales personnel, (b) organizational commitment to creating a culture of engagement, (c) the use of compensation and rewards as sales motivators, (d) the necessity for training and development, and (e) a need to improve the selection process for new candidates. Organizational leaders may apply findings in other, similar settings to strategize community growth initiatives encouraging young people entering the workforce to stimulate local economies. Other possible benefits include reduced customer issues and claims.
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DeShields, Oscar Winston. "The relationship between spokesperson credibility and purchase intentions : a proposed theory and experimental evaluation." FIU Digital Commons, 1992. http://digitalcommons.fiu.edu/etd/2779.
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The purpose of this dissertation is to develop and evaluate an expanded spokesperson credibility model to address issues uncovered in Ohanian's (1991) study about linkages between spokespersons ' credibility and consumers ' purchase intentions. Based on Tajfel's social categorization theory (1981), 12 hypotheses were developed to test direct and indirect relationships between spokesperson's credibility and purchase intentions.
The sample for the study consisted of 1,162 respondents 82.9% students and 17.1% nonstudents; 48.2% males and 51.4% females; 31.3% Caucasian (American); 24.5% Cuban (American); 19.6% other Hispanics and 22.5% other ethnic groups. The data were collected .by having respondents either view a video tape or listen to an audio tape in a classroom or shopping mall setting. The respondents were told that they would hear a spokesperson presenting a message. After listening to the message they would then be asked to complete a questionnaire.
The spokesperson credibility model was tested using covariance structure analysis as implemented in the LISREL software. A series of ANOVAs were used to test the impact of the moderating variables on purchase intentions.
The findings indicate that Ohanian's (1991) credibility constructs i.e., attractiveness, trustworthiness, and expertise are significantly related to purchase intentions. In addition, the following interactions were found to be statistically significant:
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Taylor, David George. ""I Speak, Therefore I Am:" Identity and Self-Construction as Motivation to Engage in Electronic Word of Mouth." Thesis, University of North Texas, 2010. https://digital.library.unt.edu/ark:/67531/metadc31549/.
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To paraphrase an old bromide, "you are what you consume." Consumers derive their sense of self through products, brands, performances and a host of other meaning-laden materials that they consume. The marketing literature has long recognized possessions as an extension of the self-concept. Although hundreds of studies have examined the linkage between consumption and the self, surprisingly few have examined a related phenomenon - the relationship between the self-concept and word of mouth (WOM). A handful of studies have demonstrated the use of WOM to enhance the consumer's self-image, but most extant research focuses on how the act of engaging in WOM is used to build the self-concept. To date there has not been an extensive examination of the process by which WOM transfers the meaning of a product, brand, advertisement or narrative from one consumer to another as part of identity construction. This dissertation attempts to answer the following research questions: 1. Do self-concept and identity motivate consumers to engage in electronic word-of-mouth (eWOM)? 2. Is there a conceptual model to represent the effects of message characteristics, product/brand characteristics and individual personality differences on the self-enhancement value of eWOM and resulting eWOM behaviors? A conceptual model was proposed and, using an experimental research design, hypotheses were tested using structural equation modeling (SEM). The results suggest that self-concept and identity indeed motivate consumers to engage in eWOM, and a number of brand and message traits comprise eWOM's self-enhancement value. This dissertation both contributes to the theoretical understanding of eWOM and assists managers in developing marketing strategy. The use of WOM for identity construction remains an understudied area in marketing when compared to the consumption of products as self-expression. This research provides suggestions for practitioners in harnessing the potential of eWOM as a marketing strategy through message development and targeting of lucrative segments with viral campaigns.
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Miah, MD Kaiyum, and Alokananda Bhattacharjee. "A Study on Social Media Networks : Impact of Intrinsic Motivators and Demographic Factors." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-45552.
Повний текст джерелаАнотація:
The advent of social media networks is radically changing the way we communicate, shareand socialize. These networks are also creating impact on consumer behavior. In this study,we tried to analyze the factors working behind the intrinsic motivation of people upon whichthey are interacting in the social networks and formulating their preferences.Based on the theory of intrinsic motivation, we identified five factors to be most relevant withthe phenomena we attempted to address which are Curiosity, Power, Status, Tranquility, andIndependence. Among these five factors, we tried to analyze the relative importance of eachone on the buying behavior of users in the form of choosing social media platforms. Westretched out inquiry to the identification of the influence of demographic factors as well.According to our analysis, it has been revealed that the relative importance of curiosity ismore than any other factors and it also has a strong association with the nationality of theuser. Again, status has been identified as the second most important factor however; itshowed no association with any demographic factor.To conduct this study, we have taken a qualitative approach. Our philosophical underpinningsare based on the positivist and objectivist perspective which defined how we are going toreceive and interpret reality as researchers. However, on more practical terms, we chosesurvey as our data collection method as it allows us to collect mentionable amount of datawithin a short time span and keeps the opportunity of higher statistical analysis open.Regarding the sampling method, we have followed both the non-probability conveniencesampling and Quota sampling method. We have collected our 206 respondents from UmeaUniversity, which was divided by equal half of male and female quota. After collecting thedata, we analyzed it and presented the empirical findings in the chapter 5. Then the analysisrelating to the research question and the hypotheses was presented in the chapter 6 where wealso decided about the null hypotheses on the basis of stringent statistical tests. At the end, wesummed up out findings and proposed some implications and future research possibilities.This study can be helpful to understand the links between human motivation and the userinteraction in the social networks. This kind of relationships has not been fully appreciated inthe literature so far. From a managerial perspective, social media platforms are continuouslybecoming one great route to reach the consumers and engage them with the brands. Thus,understanding the motivation of the users might help the marketers to formulate their strategybetter and they can also take better decisions regarding which kind of social media is to use topromote the products on. As we also studied the demographic factors and one of the uniquecapacities of social media networks is the ability to identify demographic segments veryspecifically, the managers can capitalize on our demographic findings to differentiate theirpromotion on the basis of demographics across various social media platforms.This study has several limitations as time and resource scarcity did not allow us to explore theissue more profoundly. Thus, it has kept many research opportunities open such as exploringthe influence of psychographic factors on the choice of social media, use of user generatedcontent to build a stronger brand profile, identification of extrinsic motivators behind thebuying behavior of users and so on.
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Augustine, Sherrine Natahsa. "British Virgin Islands Tourists' Motives to Travel, Destination Image, and Satisfaction." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3859.
Повний текст джерелаАнотація:
The turbulent events of the world have resulted in a decline in the number of travelers since 2011. Nevertheless, approximately one billion international tourists still travel annually.Tourist activity plays an important role in the global economic activity. The purpose of this correlational study was to examine if a relationship exists between destination images, push and pull motives to travel, and tourists' satisfaction. The target population consisted of noncitizen and nonresident tourists of the British Virgin Islands (BVI) between March 2017 and April 2017. Oliver's expectancy-disconfirmation theory that the individual will act in a particular way because the expectation that a certain outcome follows the act formed the theoretical framework for this study. Data were collected through a self-developed paper survey using existing Likert-scale questions based on prior research to measure the study variables. A convenience sample of 257 noncitizen and nonresident tourists of the BVI resulted in 247 participants with useable responses. Standard multiple regression analysis determined whether there was a relationship between destination image, push and pull motives to travel, and BVI tourists' satisfaction. The results indicated the 2 predictors, destination image and push and pull motives to travel, accounted for approximately 17% of the variation in tourist satisfaction (R2= .166, F(2,244)= 24.233, p<.001). Either destination image and push and pull motives to travelor both predictors had a significant relationship with tourist satisfaction. The implications for positive social change include employment opportunities through various tourism sectors and for the future development of tourism profitability and sustainability benefiting the local community.
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Neto, Arlindo Ornelas Figueira. "Em \"Curso de Ferreiro\".... ou o uso da comunicação para a potencialização do aproveitamento discente no ensino de publicidade e propaganda na ECA/USP." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/27/27153/tde-19052009-161753/.
Повний текст джерелаАнотація:
Esta tese estuda atitudes e comportamentos dos alunos de Publicidade e Propaganda da ECA/USP quanto ao seu relacionamento com o curso. Através de pesquisas qualitativas procurou verificar as expectativas e as motivações de vestibulandos e ingressantes no tocante ao aprendizado acadêmico e à carreira, e com a realização de pesquisas quantitativas buscou medir o grau de satisfação com o curso e a escola, bem como as principais razões de satisfação / insatisfação. Verificado que muito da insatisfação e da decepção dos alunos origina-se de uma imagem estereotipada da carreira e do pouco conhecimento do curso, o autor procurou mostrar que é possível minorar estes sentimentos dos alunos e motivá-los às atividades acadêmicas usando os próprios instrumentos que a escola se propõe a ensinar, ou seja, as técnicas de comunicação persuasiva.This thesis study all attitudes and behaviour from Advertising students of ECA/USP related to their course. By qualitative researches the author tried to verify the expectation and motivation that concern all beginners and students who are starting their academic life and their careers. By quantitative researches he tried also measure the degree of satisfaction from new students related to their course and school. Moreover he found the real purposes of satisfaction and dissatisfaction of these students analysed. The degree of dissatisfaction and deception that showed all students analysed became from the stereotype career and unknown description that they are from their course. The author tried to show that is possible to minimize these feelings and motivate all students towards academic activities by tools who are originally teaching at school as persuasive communication techniques.
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Hermansdotter, Mikaela, and Jesper Cederlind. "Tick tack, Tik Tok. Hög tid attlära känna den moderna tidensopinionsbildare : En kvalitativ studie om unga influencers på mobilappen TikTok." Thesis, Stockholms universitet, Marknadsföring, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-164994.
Повний текст джерелаАнотація:
Det faktum att unga människor, genom sociala medier, i allt större utsträckning erhåller makt att påverka har kommersialiserats av företag genom marknadsföringsmetoden influencer marketing. Merparten av forskningen kring influencer marketing fokuserar dock på företag eller följare – men vad vet vi egentligen om hur dessa influencers själva betraktar fenomenet och sin roll? Vad är det egentligen som driver influencers under 18 år? Denna studie ämnar besvara dessa frågor och därigenom tillhandahålla viktig insikt kring hur företag bäst förhåller sig till gruppen unga influencers. I studien medverkar fem influencers i åldrarna 14–17 år från mobilappen TikTok, där de i skrivande stund har mellan 172 000 till 2,3 miljoner följare. Studien visar på en relativt medveten grupp unga individer med god förståelse för sin roll i marknadsföringssystemet, likväl som för sin roll som opinionsbildare och influencer. Generellt uppvisar de en negativ uppfattning till reklam i allmänhet men en positiv inställning till influencer marketing. De innehar vidare stark kritisk inställning till det som de identifierar som missbrukande av rollen influencer. Trots att influencers främst tycks drivas av personlig vinning så har de en tydlig önskan att fungera som förebild och inspirationskälla. Influencers tycks vidare i stor grad drivas av inre motivationskällor och uppvisar stor personlig integritet samt selektivitet vid val av företagssamarbeten. Ett framgångsrikt samarbete bör därför upplevas som självvalt, innehålla rätt typ av budskap samt ge visst utrymme för egna tolkningar.The fact that young people, through social media, has increasingly been given the power to influence has been commercialized by companies through the marketing method influencer marketing. However, most of the research on influencer marketing focuses on companies or followers – but what do we really know about how these influencers themselves regard the phenomenon and their role? What is it that drives influencers under the age of 18? This study aims to answer these questions and thereby provide important insights about how companies best relate to the group of young influencers. The participants in the study, which are aged between 14 and 17, are active on the mobile app TikTok. At the time of writing, they have between 172,000 to 2.3 million followers on the platform. The study shows a relatively conscious group of young individuals with a good understanding for their role in the marketing system, as well as their role as opinion leaders and influencers. Generally, they show a negative view of advertising in general but a positive attitude to influencer marketing. They also have a strong perception of possible negative aspects, that they identify as an abuse of the role influencer. Despite the fact that influencers mainly seem to be driven by personal gain, they have a clear desire to act as a role model and source of inspiration. Influencers seem to be strongly driven by internal sources of motivation and therefore show great personal integrity as well as selectivity to collaborations with companies. To achieve a successful business collaboration, the cooperation should therefore be perceived by influencers as self-chosen, contain the right kind of message and finally give enough room for the influencer’s own interpretations.
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Гаркуша, І. Р., та О. М. Ніфатова. "Сучасні інструменти просування продукції у малому бізнесі". Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/9532.
Повний текст джерелаАнотація:
У статті описано сутність сучасних інструментів просування товарів та послуг, їх вплив на позиції підприємства. Доведено, що інструменти-комунікації дозволять підприємству ефективно і раціонально організувати процес взаємодії з клієнтами, що в свою чергу дасть можливість проводити рекламні кампанії, отримувати інформацію від клієнтів і на цій основі приймати ефективні рішення. Розкрита роль інструментів просування продукції, оскільки в сучасних умовах вони виступають ключовим фактором забезпечення конкурентних позицій підприємства, створюють та розповсюджують інформацію про товари та послуги підприємств. Автором виділено основні переваги від застосування сучасних інструментів просування товарі в малому бізнесі: більш точне охоплення цільової аудиторії, інтерактивність, порівняно низька вартість.В статье описано сущность современных инструментов продвижения товаров и услуг, их влияние на позиции предприятия. Доказано, что инструменты коммуникации позволят предприятию эффективно и рационально организовать процесс взаимодействия с клиентами, что в свою очередь даст возможность проводить рекламные кампании, получать информацию от клиентов и на этой основе принимать эффективные решения. Раскрыта роль инструментов продвижения продукции, поскольку в современных условиях они выступают ключевым фактором обеспечения конкурентных позиций предприятия, создают и распространяют информацию о товарах и услугах предприятий. Автором выделены основные преимущества от применения современных инструментов продвижения товаров в малом бизнесе: более точный охват целевой аудитории, интерактивность, сравнительно низкая стоимость.
In the article describes the essence of modern tools of promotion of goods and services, their influence on the position of the enterprise. It is proved that communication tools will allow the enterprise to efficiently and efficiently organize the process of interaction with clients, which in turn will allow them to conduct advertising campaigns, to receive information from clients and to make effective decisions on this basis. The role of product promotion tools has been revealed, since in modern conditions they are a key factor in ensuring competitive positions of the enterprise, creating and distributing information about products and services of enterprises. The author highlights the main advantages of using modern tools for promoting goods in small business: more accurate coverage of the target audience, interactivity, relatively low cost.
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Pagiaslis, Anastasios. "Sexual imagery in advertising : issues in consumer motivational processes." Thesis, University of Nottingham, 2015. http://eprints.nottingham.ac.uk/30433/.
Повний текст джерелаАнотація:
Grounded in Self Determination Theory (Deci and Ryan 1985a; 2000), the purpose of this thesis is to investigate the unintentional and pernicious effects of sexual imagery in advertising on life aspirations, situational motivation for consumption, satisfaction with basic needs, state self-esteem and body image (dis)satisfaction while accounting for the mediating effects of the individual differences variables: contingent self-esteem, general causality orientations and sexual liberalism. Results from two laboratory experiments test the hypotheses. Data were collected via a series of quasi-experiments utilizing a 2 x 4 full factorial design; gender served as a 2-level quasi-experimental variable and nudity as a 3-level experimental variable (nude, semi-nude, clothed) with a product-only condition as the control condition. The experimental stimuli comprised 16 advertisements utilizing products relevant to sexual imagery (Vodka, Whiskey, Wrist watches, Jeans and Perfumes). Before exposure to the experimental stimuli, participants were asked to complete the individual differences questionnaires, and after exposure to the experimental stimuli, participants were asked to complete the questionnaire comprising the outcome variables and basic demographic information. The results provide counter-intuitive information about the function of sexual imagery across increasing levels of nudity and across genders. The original hypotheses about the directionality of effects hold only partially. Individuals exhibit mixed results regarding the effects in aspirations (study 1 and study 2), the situational motivation for consumption is not found to differ across conditions (study 1 and 2), state self-esteem and body image (dis)satisfaction show indications compensatory mechanisms but only for study 1. In study 2 sexual imagery impacts the satisfaction with basic needs. Females are more pre-occupied with image, meaningful relationships and health (study 1 and study 2) while men are more preoccupied with fame (study 1). Females also exhibit lower state self-esteem (study 1) and lower body satisfaction (study 1). Taken together the results indicate that the negative effects of sexual imagery can be offset by conscious image processing, autonomous self-determination and other defensive strategies. Finally, differences between advertising conditions of nudity may be susceptible to arousal and mating profile effects.
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Estrada, Priscilla C. "Motivations Predicting Facebook Users' Engagement with Advertising| A Uses and Gratifications Approach." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10978175.
Повний текст джерелаАнотація:
Social media allows people to communicate and interact with friends and acquaintances around the world. This innovative avenue of advertisement is now helping companies create content and turn information into profit. This study seeks to understand the effects of social network advertisement (focusing on Facebook) on the biggest population of Facebook users. This population between 30–36 years old is highly engaged in Facebook; spending a critical part of their time on social media channels for several reasons such as: increasing their social life, networking, locating old friends, etc. Through the uses and gratifications theory, this research was able to examine the motivations behind users social media usage and how their levels of engagement in social networking sites can influence their purchase behaviors. The purpose of this study was to show the relationship between motivations for using Facebook in the age group previously mentioned and engagement/interaction with Facebook Advertising. Statistical tests were conducted to determine the relationship between elements of uses and gratifications theory and engagement with Facebook ads.
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Davis, Odetha Antonnett. "Strategies for Low Employee Turnover in the Hotel Industry." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5069.
Повний текст джерелаАнотація:
Employee turnover affects the profitability, performance, and customer service of an organization. The purpose of this multiple case study was to explore strategies that leaders in the hotel industry used to maintain a low rate of employee turnover. Motivation-hygiene theory was the conceptual framework for the study. The study population included 9 hotel leaders from 2 international hotels operating in Jamaica. Methodological triangulation involved the comparison of data from observation of hotel facilities and leaders' interactions with employees, review of company documents, and semistructured interviews. Data were analyzed into emerging themes using a Gadamerian hermeneutics framework of interpretation. Four major themes emerged from the data analysis: effective leadership strategies, favorable human resource management practices, good working conditions, and a family-oriented organizational culture. Analysis of the data showed that hotel industry leaders used a combination of these strategies to maintain low rates of employee turnover. The findings and recommendations may contribute to positive social change by providing hotel leaders with effective retention strategies, resulting in increased profitability and potential income continuity, thereby decreasing unemployment and moderating poverty.
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Mishra, Himanshu Kumar. "Ignorance is bliss the information malleability effect /." Diss., University of Iowa, 2006. http://ir.uiowa.edu/etd/60.
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Goers, Jean Louise. "Perceptions of Word-of-Mouth Referral Programs on Recruiting Clients." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5866.
Повний текст джерелаАнотація:
Abstract
Word-of-mouth (WOM) personal referrals are more efficient and influential than other forms of
advertising; however, there is a lack of information regarding the value of referral programs. The
purpose of this qualitative case study was to explore the perceptions of business owners, staff,
and customers of alternative health care organizations in a Midwestern U.S. state about efficient
referral strategies, measuring the effect of those strategies, and motivations of consumers to
make referrals. Maslow's hierarchy of needs theory of motivation and customer decision-making
theories provided the conceptual framework. The research questions addressed how industry
leaders perceived and ranked referral strategies and addressed customers' perceptions and
motivations to make personal referrals. Data collection consisted of semistructured interviews
with 4 business owners, 2 staff members, and 10 client participants. Data were analyzed using
constant comparative analysis methods, and member checking enhanced the accuracy of the
findings. Results indicated that participants viewed WOM personal referrals as the most efficient
nontraditional strategy to make or receive referrals, and they perceived referrals from impartial
and trustworthy sources as the most valued information. This research has implications for
positive social change. Findings may be used to enhance business owners' understanding of the
value of personal referrals in their marketing mix, and of the motivation for customers to make
referrals. WOM personal referrals may be used as a marketing strategy to increase sales and
lower costs of formal advertising, which may contribute to the growth of the business.
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Rosenthal, Erica Lynn. "Overcoming Cognitive and Motivational Barriers to Media Literacy: A Dual-Process Approach." Scholarship @ Claremont, 2012. http://scholarship.claremont.edu/cgu_etd/32.
Повний текст джерелаАнотація:
In today's fast-paced, hyper-mediated society, the ability to balance accuracy and efficiency is essential. Media literacy educational programs have arisen to meet this need and proliferated in recent years. Although the practice of media literacy is thriving, its underlying mechanisms are poorly understood and evidence of effectiveness is mixed (e.g., Bergsma & Carney, 2008). A social psychological perspective has the potential to illuminate previously overlooked variables and inform research and practice in this growing field. In particular, whereas media literacy efforts typically emphasize thorough processing of media messages, dual-process theories of persuasion (e.g., Eagly & Chaiken, 1993; Petty & Cacioppo, 1986) suggest this is not always realistic. When motivation or ability is compromised, individuals default to a low-effort processing mode, relying on peripheral cues or heuristics rather than carefully evaluating message arguments. In this mode, media messages can persuade unconsciously.
Using a dual-process approach, the present research investigated how specific barriers to motivation (perceptions of personal invulnerability) and processing ability (emotion-based advertising, environmental distractions) influence the processes of media literacy. Participants (N = 882) were randomly assigned to 16 conditions in a 2 [vulnerability: demonstrated, control] x 2 [distractions: present, absent] x 2(2) [ad type: informational, emotional; two replicates of each type] between-subjects nested design. The vulnerability manipulation increased distrust in the target ads and reduced their persuasiveness, not through the hypothesized mechanism of heightened perceptions of vulnerability, but mediated by increased counterarguing. Relative to informational ads, emotional ads were judged more persuasive, attractive, similar to personal experience, and elicited greater identification. However, they were also rated less trustworthy than informational ads, suggesting emotional advertising largely bypasses logical decision-making processes. Distraction reduced counterarguing only among those who found the ad relatively unpersuasive.
The results of this research highlight the central role of trust in media literacy processes. Although individuals recognize and distrust emotional forms of advertising, they are nonetheless persuaded by such appeals. Given the sophistication of contemporary advertising techniques and the ubiquity of distractions, the present research suggests new approaches to media literacy are needed, specifically tailored to decision-making under these more realistic media-use conditions.
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Harben, Beth Kwon Wi-Suk Forsythe Sandra Monk. "Predicting consumers' cause-brand alliance attitude and purchase intention the influence of cause involvement, message source, perceived motivations, and cause-brand fit /." Auburn, Ala, 2009. http://hdl.handle.net/10415/1890.
Повний текст джерела
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van, Enckevort Kaya, and Jasmin Ansari-Dunkes. "Facebook & Brand Equity : Firm-created advertising and its effects on the consumer mindset." Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-73421.
Повний текст джерелаАнотація:
This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertising and its effects on the consumer mindset. This has lead to three overarching research questions, which provides a strong theoretical and practical contribution to the status quo: RQ1: What is the influence of the gap between motivational factors to “Like” a brand’s Facebook page and the subsequent firm-created Facebook advertising on perceived advertising value? RQ2: What is the influence of perceived advertising value on consumer brand-related activities? RQ3: What is the influence of (1) perceived advertising value and (2) consumer brand-related activities on brand equity? A quantitative research approach was adopted using a self-administered survey among 101 European Facebook users between 18 and 35. The framework of this research comes from four elements of theory; Uses and Gratifications (U&G) theory to identify the underlying motivational factors to engage with a brand on Facebook, advertising value by Ducoffe (1995), to measure how the brand’s advertising is perceived, consumer brand-related activities (COBRA) by Muntinga, et al. (2011) to classify the level of consumer involvement with the brand on Facebook, and the brand value chain by Keller & Lehmann (2003), which is closely related to consumer-based brand equity as developed by Aaker (1991) and Keller (1993). The main conclusions of this research include that the gap between initial motivations to start a brand-relationship on Facebook and the subsequent activities performed by the firm is smaller for those in a currently active brand-relationship while it is considerable larger for those who have decided to exit the relationship. Moreover, while not statistically confirmed a clear tendency was identified that the perceived advertising value of a brand on Facebook is attributable to the extent of this gap. In the same vein, the decision to continue or exit a brand-relationship on Facebook is attributable by the level of perceived advertising value. The type and level of interaction with a brand is influenced by the perceived advertising value, however, can be influenced by targeting specific motivations to interact. Both the perceived advertising value and the level/type of interaction with a brand were found to influence the consumer mindset. Especially the form (entertaining, enjoyable) in which advertising is dispersed on Facebook proves to be important.
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Parker, Don James. "A study of the macro to micro process of persuasion for advertising in context towards a meso dominant logic model of consumer behaviour." Thesis, University of South Wales, 2014. https://pure.southwales.ac.uk/en/studentthesis/a-study-of-the-macro-to-micro-process-of-persuasion-for-advertising-in-context-towards-a-meso-dominant-logic-model-of-consumer-behaviour(8a76c8ce-2301-4134-9d8b-489af0136500).html.
Повний текст джерелаАнотація:
This thesis gains an insight into advertising and integrated marketing communications with an exploration of the relationships between advertisers and consumers at the meso level of interface between the two groups. As an initial investigation into advertising and integrated marketing communications and its relationships to consumers’ behaviour, the inquiry develops by exploring an alternative lineage of interpretive consumer research. The two areas of focus emerging from the literature review are the concepts of manufacturing consent (Herman and Chomsky, 2002) as the macro advertiser/sender level of behaviour and the concept of motivational behaviour research (Tadajewski, 2006) as the micro consumer/receiver level of behaviour. The study utilises a mixed methods research design to explore the interface between advertisers and consumers. From the analysis of the commonalites and variances within the data, a mapping of behaviour between the two groups presented a new and unexpected set of interactions. Interactions that reflect the Foundation Premises within the work of Vargo and Lush (2008) by developing an emergent conceptual model.
29
Linhart, Pavel. "Obchodní modely MMORPG." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72544.
Повний текст джерелаАнотація:
This thesis studies massive multiplayer online role-playing games (MMORPG) and their business models. Purpose of this work is to analyze current MMORPG market and business models which are currently used. The main goal and asset of this thesis is concept of new business and payment models that could be used in MMORPGs in order to increase number of customers and to raise profits. Part of the concept is the analysis of possibilities of player's history to create a profile suitable for personalized advertising. The last goal is analysis of ways that developers of MMORPGs use to motivate players to to play long-term, so they use the service and generate profit.
30
Tecedeiro, Mariana Candeias. "Humor em publicidade social : estímulo e processo de mudança de comportamento." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/21079.
Повний текст джерелаАнотація:
Mestrado em MarketingAs alterações climáticas são o tema do século e, por isso, surge uma necessidade mais aguerrida de mudança comportamental dentro do meio social. De forma a estimular esta maior consciencialização da sociedade, nascem disciplinas no Marketing, como o Marketing Social. O humor é considerado uma estratégia de sucesso em publicidade, no geral, mas raramente aplicado em cenários mais sensíveis, como a proteção ambiental. A investigação aqui apresentada procura compreender o efeito do estímulo humorístico no processo de mudança de comportamento. Isto é possível através da combinação do modelo AIDA e o modelo MOA, num cenário de humor em publicidade social. O modelo AIDA analisa o impacto do estímulo humorístico no consumidor, através da Atenção, Interesse, Desejo e Ação provocados. E o modelo MOA avalia a propensão à mudança de comportamento do consumidor, através das suas Motivações, Oportunidades e Capacidades. Seguindo uma abordagem dedutiva de natureza exploratória, a investigação utiliza uma metodologia quantitativa, em forma de inquérito online. Deste resultam cerca de 250 respostas válidas que foram posteriormente analisadas. Conclui-se que o processo de Mudança de Comportamento varia com a presença do estímulo humorístico, sendo fortemente influenciado pela Intenção de Comportamento. O Humor é um fator-chave para prender a Atenção do espectador e as Motivações influenciam o Desejo pela Mudança de Comportamento.
Climate change is the theme of the century and, therefore, there is a stronger need for a change in our behavior within our society. In order to create this greater awareness, new fields of study in Marketing are emerging, such as Social Marketing. Humor, in general, is a very successful advertising strategy, but rarely applied in sensitive scenarios, such as environmental protection. The thesis presented here seeks to understand the effect of humorous stimulus on the behavior change process. This is possible through the combination of the AIDA model and the MOA model, in a humorous scenario in social advertising. The AIDA model analyzes the impact of humorous stimulation on the consumer, through the Attention, Interest, Desire and Action provoked. And the MOA model assesses the propensity to change consumer behavior, through their Motivations, Opportunities and Capabilities Following an exploratory deductive approach, the study uses a quantitative methodology, in the form of an online survey. This results in about 250 valid responses that were analyzed. It is concluded that the Behavior Change process varies with the presence of the humorous stimulus, being strongly influenced by the Intention of Behavior. Humor is a key factor to hold the viewer's attention and motivations influence the desire for behavior change.
info:eu-repo/semantics/publishedVersion
31
Sumpradit, Nithima. "Consumers' motivation in responding to prescription drug advertising." 2003. http://catalog.hathitrust.org/api/volumes/oclc/68944605.html.
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32
Chiang, Shou-Jie, and 蔣受傑. "A Study On Motivation, Attitude, Behavior And Advertising Effectiveness Of Internet Video Advertising Audiences." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/54926965742719992542.
Повний текст джерелаАнотація:
碩士國立中山大學
企業管理學系研究所
99
In Taiwan, there is an increasing number of people using the Internet. Advertising firms have noticed the change in consumer behavior, and thus are investing a lot of money on online advertising. The biggest difference between advertising on televisions and advertising on the Internet is the『motivation』. All of these video advertising will not only show on television. Video advertising audiences will gradually move to online video advertising. These are the findings from our research: 1.The motives of online audiences, their means of viewing the advertisement and the post-viewing actions are largely related to each other. Different motives also bring differences to the affected motives, attitudes, actions and the impact of the advertising. 2.Most of the time, advertisements that are interesting and humorous, have a storyline, or have valuable information are largely related to the attitudes of the consumers. 3.Consumers with positive attitudes would want to share the advertisements and their effects,whereas consumers with negative attitudes will not take any actions. Neither would the advertisement bring much of an impact. 4.When sharing the positive feedback, the viewers shared that the advertisements make a great impression on them. The advertisements also confirm whatever they know about the product. After that, branding of the product and the viewers’willingness to buy the product are also factors. However, the research discovered that many of the interviewed subjects prefer television advertisements over online advertisements.
33
Lan, Qiao. "Immigrant Perceptions of Advertising amid Acculturation Levels, Stress and Motivation." 2007. https://scholarworks.umass.edu/theses/63.
Повний текст джерелаАнотація:
A media studies survey was conducted among university graduate students to study immigrants' attitudes toward advertising under various acculturation conditions. A total of 358 valid responses were collected. The study supported our hypothesis that immigrants have more positive attitudes than Americans do and it also showed that the level of positiveness varies according to different acculturation status. The study also found a larger third-person effect for immigrants than for Americans.
34
Chung, Hsien Tsai, and 蔡宗憲. "The Internet User's Investment Behavior, Internet Using Motivation and the advertising effect." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/05263819631700441576.
Повний текст джерелаАнотація:
碩士輔仁大學
大眾傳播學研究所碩士班
101
The Research discusses the user's investment behavior, the internet use motivation and the advertising effect. It uses the internet questionnaire survey to discover the most users' behavior about the advertising . The result shows that the user's investment behavior including the investment attitude, investment tools and the investment information sources, will influence the advertising effect including the users attention to advertising ,the click on advertising , and the behavior after advertising click. Besides, the result also finds that the users' internet use motivation influences the advertising effect, the users with goal motivation will not see and click the advertising.
35
Hsueh, Li-Hsueh, and 薛麗雪. "A Correlation Study on Leadership, Work motivation, and Resignation-intention for Advertising Practitioners." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/47803511399785534406.
Повний текст джерелаАнотація:
碩士國立臺灣大學
工業工程學研究所
101
A general survey has been conducted covering 31 different aspects in association with the resignation intention of the advertising practitioners. Four key factors have been identified from the survey that significantly inference the resignation intension: leadership, intrinsic motivation, extrinsic health, and turnover intention. Based on the scores of the four factors, independent sample T-test, ANOVA, and regression analysis are conducted to correlate these factors. Results indicate that 1 . Uunmarried advertising practitioners have a stronger turnover intention than married . 2. Business advertising practitioners have a stronger turnover intention than the marketing department :, while, creative department exerts a stronger turnover intention than the marketing department. 3. Factors of turnover intention , external health, intrinsic motivation, and leadership, have a significant negative correlation; while factors including external care, intrinsic motivation and leadership have a significant positive correlation. 4 . A regression analysis showed that, "a higher level of external care," yields a lower impact on turnover intention and external health. In general, advertising practitioners are fond of contacting with different people, things, and environment. They concentrate and concern much on their creativity work while external factors do more or less influence their turnover intension..
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Hong, Seokmin. "The impacts of the levels of interactivity, vividness, and motivation on telepresence and revisiting intention in the new media." 2003. http://wwwlib.umi.com/cr/utexas/fullcit?p3116337.
Повний текст джерела
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Lin, Yan-Cheng, and 林彥呈. "The study of Facebook users lifestyle on the use of motivation and advertising effectiveness." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/15252046048805725515.
Повний текст джерелаАнотація:
碩士朝陽科技大學
工業工程與管理系碩士班
99
This study is a compilation of relevant literature discussing Facebook users in Taiwan, going in depth to explore how the lifestyle and behaviours of these users and the motivation behind using Facebook affects the effectiveness of marketing through advertisement on Facebook. In this study, we will have a total of five types of behavioural lifestyles of which we will explore the main four “interactive”, “communicative”, “media” and “entertainment” and four main groups including“moneywise consumer”, “ family fun ”, “ Self-seeking”, “Investment banking ” This study uses One way MANOVA model to explore the behaviour and motivational driver of these users and the impacts it has on advertising and its effectiveness on these different groups. After analysising the results, we can see a significant impact showing that different type of behavioural lifestyle has different affects on the group resulting in different significant impact of advertising through Facebook.
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CHIA, CHUN-CHUN, and 賈鈞鈞. "A study on the interrelationship entrepreneurial motivation and performance in the marketing advertising industry." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/tfczt9.
Повний текст джерелаАнотація:
碩士實踐大學
企業管理學系碩士在職專班
105
The purpose of this research is to understand the current status of the entrepreneurial motivation and business performance of the marketing advertisings, and then analyze and discuss the difference of different personal background variables on the entrepreneurial motivation and business performance, and the correlation between the entrepreneurial motivation and business performance, and finally discusses the prediction status of the entrepreneurial motivation towards the business performance. This research adopts questionnaire sampling, and 500pcs of formal questionnaires were issued, so that 415pcs were valid. Besides, this research carries out information analysis on the collected material through descriptive statistics, one-way analysis of variance, Pearson product-moment correlation, multiple stepwise regression analysis, etc. From the information analysis on this research, the following conclusion can be achieved: 1.The marketing advertising’s perspective on the whole entrepreneurial motivation and business performance is above the averentrepreneurial age level. 2.The entrepreneurial motivation perceives by the marketing advertising with different background variables has remarkable difference on marital status, entrepreneurial age, education background, and company owned. 3.The business performance perceives by the marketing advertising with different background variables has remarkable difference on gender, entrepreneurial age, education background, and company owned. 4.Each perspective of the entrepreneurial motivation and business performance of the marketing advertisings presents positive correlation, and reaches the level of obvious difference. 5.The correlation between the entrepreneurial motivation and business performance is remarkable, and each dimension of the entrepreneurial motivation has medium degree of predictive power towards the business performance. Among them, the "freedom motivation" has the strongest influence. Finally, according to the research process and conclusion, it puts forward specific suggestions as the reference for the marketing advertisings and future researchers.
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ZHANG, WEI-LU, and 張瑋璐. "The Impact of Fit and Consumers’ Impression Motivation on Advertising Effectiveness and Information Processing of Personalization Advertising on Social Media– A HSM Perspective." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/edrp2d.
Повний текст джерелаАнотація:
碩士世新大學
公共關係暨廣告學研究所(含碩專班)
105
Personalized advertising is a kind of commercial information, which provides personal relevant content to their consumers. Social media （such as Facebook）, one of the main platforms of personalized ads, serves as a special public context for them. This study, based on the heuristic-systematic model, aimed to explore the impaction of personalized ads' fit and consumers' impression motivation on their evaluation. Personalized advertising possessed additional social value by providing personal relevant content to consumers compared to the general commercial message. This additional social value is important for user's impression management goal in public social context. The fit between the message and the consumer would be an important information cue during information processing. Thus, in this research, impression motivation was seen as the main factor differing consumers' information processing paths to the personalized ads and the fit between the information and the consumer was an important information factor to be considered. An experiment was executed to test the hypotheses. Although one of the manipulations （Social Observability in order to manipulate the impression motivation） was not succeeded, some interesting findings were also seen in the experiment. The results showed: regulatory focus fit in the advertising didn’t impact consumers’ evaluation significantly; however by raising users' pleasure and perceived information quality during the information processing, the perceived fit positively impact the attitude and engagement of the consumers; the different conditions of impression motivation did biased information processing path; there is an interaction effect to advertising attitude between the two main manipulate variables.
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Marcello-Serafin, Gina. "Media mindfulness developing the motivation and ability to process advertisements." 2008. http://hdl.rutgers.edu/1782.2/rucore10001600001.ETD.17391.
Повний текст джерела
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Whiddon, Jeremiah J. "Advertising strategy and anthropology : a focused look at consumers and their organizing devices." Thesis, 2002. http://hdl.handle.net/1957/31496.
Повний текст джерелаАнотація:
This thesis was designed and written with advertising stakeholders in mind.
The aim of my thesis is to illustrate how listening to and understanding the
behavior and voices of consumers from the perspective of a trained anthropologist
can improve advertising strategies. My instruments for conducting this research
include an in-depth investigation of 28 consumers who use organizing devices (e.g.
personal digital assistants and paper-based organizers) and a qualitative analysis of
two print ads from Palm, Inc.
In the first phase of my research, I employed ethnographic techniques and
analyses to shed light on the usage-based benefits consumers realize by using
organizers. In the second part of my research, I reveal my analysis and
interpretations of print ads from Palm, one of the world's largest producers of
organizers.
My research culminates with the placement of the Palm advertisers'
decisions in a critical framework. I do this by illuminating the consonance and
contradiction between the ways in which I found consumers using organizers and
the ways in which they are promoted in the advertising.
Among other things, my research found informants using their organizers as
a means to escape the tedium of commuting to and from work; I also found
informants using their organizers to extend their memory capacity and create
solutions to problems. In the end, my interpretations lead to pragmatic conclusions
that potentially make advertising strategy more efficacious: Palm advertising
should create scenes in which people are actively using their organizers to achieve
benefits (e.g. memory, entertainment, etc.) they seek.Graduation date: 2003
42
Windels, Kasey Farris. "Proportional representation and regulatory focus : the case for cohorts among female creatives." 2008. http://hdl.handle.net/2152/17824.
Повний текст джерелаАнотація:
Females are under-represented in advertising agencies by a ratio of 2.3 to 1. This paper examines the impact of gender proportions on an individuals regulatory focus (Higgins 1997). The theory of proportional representation (Kanter 1977) states that individuals in the severe minority within a group may be unable to acclimate to the group, causing performance and identification problems. Regulatory focus theory (Higgins 1997) states that there are two types of regulatory foci, a promotion focus and a prevention focus, which bring about different goal pursuits and strategies for success. It was predicted that proportional representation scenarios could induce regulatory focus, with majority representation inducing a promotion focus and minority representation inducing a prevention focus. Results from Studies 1a, 1b and 1c do not find support for this prediction. In Study 2, regulatory fit is used to explain the moderating effect of proportional representation on regulatory focus. Regulatory fit states that a match “between a person’s orientation to an activity and the means used to pursue that activity” (Higgins 2000, p. 1218) brings about a feeling of fit, causing the person to value and enjoy the task more and to have greater motivation on the task. It was predicted that membership both in a promotion focus and in the majority or membership both in a prevention focus and in the minority should bring about a feeling of fit resulting in increased motivation and value placed on the task, thus better results on the task. Study 2 tested seven dependent variables, and found support for fit for three of the dependent variables. In addition, one dependent variable measuring the generation of novel uses for a brick better supports the predictions of the theory of proportional representation than those of regulatory focus. Theoretical and practical implications are given.text
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Chen, Shu-Wen, and 陳淑雯. "A Study of Relationships of Motivation Strategies, Knowledge Creation Conditions and Team Innovation Performance-Advertising Agency as An Example." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/10675473304375914956.
Повний текст джерелаАнотація:
碩士國立彰化師範大學
商業教育學系
91
The main purposes of the study were to investigate the relationship between motivation strategies, knowledge creation conditions and team innovation performance of advertising agencies. This study acquired the data through a questionnaire, exploring the relationship between motivation strategies, knowledge creation conditions and team innovation performance of the 39 advertising agencies. The questionnaire included four sections: demographic information, motivation strategies, knowledge creation conditions and team innovation performance. Four hundred and twenty-eight questionnaires were sent out with 143 returns. The overall return rate was 33.4%; the usable returns were 123(28.8%).The collected data were analyzed by using descriptive analysis, t-test, one way ANOVA, one way MONOVA, canonical correlation, IPA analysis and multiple regression analysis. According to the findings, conclusions of the study were listed as follow: 1. Non-financial motivation strategies were preferred by the respondents, and the advertising agencies regularly preferred to use them in their corporations. 2. Advertising agencies should pay the most attention to raise salary as their motivation strategy. 3. The number of years of working experiences, position, and operational format had significant effects on motivation strategies. 4. The number years of establishment and capital category had significant effects on knowledge creation conditions. 5. Motivation strategies had strong relationship with team innovation performance, and the non-financial motivation strategies can forecast the production innovation performance and the process innovation performance. 6. The knowledge creation conditions had strong relationship with the team innovation performance. Finally, recommendations based on the findings and conclusions of the study were made for advertising agency and further study.
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Thorvaldsson, Veronica, and Maria Källgren. "Att motivera för kreativitet : En kvalitativ studie om projektledare inom reklambranschen." Thesis, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-27530.
Повний текст джерелаАнотація:
Reklambranschen är en bransch som lägger mycket fokus och stort värde på skapandet av originalitet och nytänkande för att frambringa effektiva lösningar. Reklam handlar om att påverka en individ och skapa reaktioner, vilket kan leda till att personen köper den marknadsförda produkten eller tjänsten. En reklambyrås vardag är att arbeta med flera olika uppdrag i varierade storlekar och projektledaren kan leda runt tjugo projekt samtidigt. Projektgruppen har en ständigt tuff utmaning att överträffa sig själva och kundens önskemål för att slå igenom marknaden samt nå ut till konsumenten. Projektledaren har en viktig roll i denna process genom att både leda sina medarbetare och att motivera dem till att vara kreativa. Denna studie har som syfte att studera samt ge exempel på hur projektledare på en reklambyrå motiverar kreativiteten hos projektdeltagarna. För att besvara forskningsfrågan har semistrukturerade intervjuer gjorts där respondenterna fick möjlighet att fördjupa sig i varje fråga. Totalt fyra intervjuer genomfördes på fyra olika projektledare, varav två arbetade på samma byrå. I studien ges en djupare förståelse för kreativitet, motivation, organisationsklimat och ledarskap, och är de fyra teoriavsnitt som studien är uppbyggd kring och som presenteras i teorikapitlet. Analysen använder sedan samma indelning vid genomgången av empirin. Undersökningen visade bland annat att projektledare på en reklambyrå upplever en ständig, men samtidigt stimulerande utmaning, då projektgruppen ska vara kreativ inom vissa ramar, önskemål och förväntningar. Med den press som byråerna har att alltid prestera och leverera nya idéer är det viktigt att organisationsklimatet och projektledaren främjar samt motiverar kreativiteten bland de anställda. Studien fann inget gemensamt arbetssätt eller ledarskap för att stötta kreativa idéer och att motivera för kreativitet. Varje projektledare anpassar sitt ledarskap utifrån hur mycket motivation som behövs. Studien visar tydligt att samtliga är helt överens om vikten av kreativt arbete i projekten, men att mångfalden av hur den hanteras är slående. Exempel på hur olika projektledarna motiverar sina projektdeltagare är att ledarna inspirerar dem genom att sprida positiv energi, skapa en vi-känsla och att själva delta i det kreativa arbetet. Trots att det finns olika teorier om hur en ledare bör agera för att hantera kreativa människor använder projektledarna i denna studie ingen särskild metod, utan ser varje individ som unik. De anser att alla har olika behov, motiv och personligheter, samt att de också behöver motivera efter situation och projekt.The focus in the advertising business is on creating original solutions. Advertising is all about affecting an individual and to make reactions, which could lead to a person buying the promoted product or service. The everyday life of an advertising agency is to work with multiple quests in different sizes and the project manager can manage up to twenty projects at a time. The project group has a constant challenge to excel not only themselves but also the wishes of the client to break through the market and reach out to the consumer. The project manager has therefore an important role in this process to both manage their coworkers and motivate for creativity. The purpose of this study is to find examples of how a project manager at an advertising agency motivates their coworkers to be creative. Semi structured interviews have been used to answer this research’s question, where the respondents had the opportunity to develop their answers. A total of four interviews were made with four different project managers, where two of them work at the same agency. The theoretical foundation of the study is based on four different areas; creativity, motivation, organizations climate and leadership. The same areas are used in the analysis when handling the empirical results. The study revealed that project managers at an advertising agency experience a persistent, but at the same time stimulating challenge. The team needs to be very creative, and at the same time adhere to certain boundaries, requests and expectations. With the pressure that the teams face to perform and deliver original ideas, it is important for the project managers to motivate their coworkers to be creative and to create an organizational climate that stimulates creativity. The study didn’t find a common view among the project managers’ on leadership or on how to stimulate the creativity of their colleagues. Each project manager had their own way of managing their coworkers’ creativity and they adapt their leadership to the level of motivation that the group needs. The study clearly shows that the project managers agree upon the importance of creativity in their projects. Nevertheless the diversity of how this is handled is striking. To inspire with positive energy, to create a “we-feeling” in the group and to participate in the creative process are some examples of how the project managers motivate their coworkers. Even though there are different theories on how a manager should handle creative people, the project managers’ in this study see every individual as unique instead of using a particular method. They consider that everybody has different needs, motives, personalities and that they need to adapt the level of motivation to every situation and project.
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Dunn, Mary Elizabeth. "The effect of narrative elements within video games : localized setting and character motivation on audience arousal." Thesis, 2012. http://hdl.handle.net/2152/ETD-UT-2012-05-5828.
Повний текст джерелаАнотація:
The creative possibilities of video games have been energized by the continual advancement of technology in the twenty-first century. Extensive research has been conducted to better understand the effects of video game audio-visual components, gaming platforms, and computer-mediated communication. The research that has investigated the influence of narrative elements has focused primarily on their interaction with aggressive game play and increased aggression. After investigation into the literature pertaining to narrative, human motivation, and arousal, this thesis discusses study results indicating a subtle, yet significant, influence character motivation manipulation has increasing audience arousal, specifically in a narrative involving a near future war plotline. Additionally, the results indicating that the localization of a narrative’s setting does not increased audience arousal any more so than a narrative setting ambiguously defined. These concepts can be useful to advertising strategists interested in developing advergames or product placements within video games, and therefore the implications of this thesis’ results and future research suggestions will be presented.text
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"Levels of involvement, consumer information seeking and interest stimulation: an experiment on television advertising." 1997. http://library.cuhk.edu.hk/record=b5889116.
Повний текст джерелаАнотація:
by Fong Sze Nga, Natalie.Questionnaire in Chinese.
Thesis (M.Phil.)--Chinese University of Hong Kong, 1997.
Includes bibliographical references (leaves 78-84).
Acknowledgments --- p.i
Abstract --- p.ii
Chapter I. --- Introduction --- p.1
Chapter A. --- Overview
Chapter B. --- Purposes
Chapter C. --- Reasons for selecting television commercials
Chapter D. --- Objectives of the study
Chapter E. --- Outline of this research report
Chapter II. --- Theoretical Framework --- p.8
Chapter A. --- Shared themes on involvement
Chapter B. --- Statement of problems
Chapter C. --- Individual-centered involvement level
Chapter D. --- Stimuli-centered involvement level --- High/low involvement product commercials
Chapter E. --- Dependent variables
Chapter F. --- Other concepts pertaining to involvement
Chapter III. --- Methodology --- p.20
Chapter A. --- Sample
Chapter B. --- Overview of the experimental study
Chapter C. --- Modifications of pilot study
Chapter D. --- Index construction of independent variables
Chapter E. --- Index construction of dependent variables
Chapter IV. --- Hypotheses & Analysis --- p.42
Chapter A. --- Main findings
Chapter B. --- Summary of main findings
Chapter C. --- Further Analysis on Relationships Between People Involvement Level and Information Seeking & Interest Stimulation
Chapter D. --- Other concepts pertaining to the concept of involvement
Chapter V. --- Discussions & Implications --- p.66
Chapter A. --- What is high involvement?
Chapter B. --- Variations of personal values and product advertisements
Chapter C. --- Importance of individual-centered involvement level
Chapter D. --- Involvement is consumer-determined and situation-specific
Chapter E. --- Measurement of involvement level
Chapter F. --- Differentiation of product and commercials
Chapter G. --- Equivalence of product commercials
Chapter VI. --- Suggestions for Future Research --- p.76
Chapter VII. --- Limitations of the Study --- p.77
References --- p.78
Appendices
47
LI, KUEI-HUNG, and 李奎宏. "The Influence of Consumer Types, Motivation Types of Internet Usage and Perception Value on the Advertising Effectiveness of Micro-Films." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/7qprz7.
Повний текст джерелаАнотація:
碩士中華大學
資訊管理學系碩士在職專班
101
In recent years, the popularization of technologies, such as, mobile Internet, smart phones, and cloud services becomes an important marketing trend to achieve the advertising effectiveness with micro-films. The main objective of this research is to discuss the influence of consumer types and motivation types of Internet usages on the advertising effectiveness of micro-films. In addition, this study explores factors, such as, the personal background of consumers, the experience of using Internet, on-line shopping experience and the perception value to micro-films, etc., and finds out whether these factors will affect the advertising effectiveness of micro-films or not. The hierarchical model was adopted into the advertising effectiveness of micro-films in this study to categorize the effectiveness into six levels for the further discussions: awareness, knowledge, liking, preference, conviction, and purchase. Both online questionnaires and physical questionnaires were used in this research. Total of 422 valid samples were collected with an effectiveness of 93.99%. This study targets on Taiwan Internet users as examples and focuses on the Internet consumers’ views of micro-films. The result shows that motivation types of Internet usages and consumer types affect the advertising effectiveness. At the same time, the higher perception value of consumers to micro-films is, the more significant advertising effectiveness to micro-films is. Furthermore, the advertising effectiveness of micro-films is impacted by the difference of consumers’ backgrounds, experience of Internet usages, and on-line shopping experience.
48
XIE, MENG-CHEN, and 謝孟辰. "The Effect of Advertising Message and Sharing Reward on Sharing Motivation and Sharing Intention on Social Platform-An Example of Facebook." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/phf73x.
Повний текст джерелаАнотація:
碩士國立高雄科技大學
運籌管理系
107
In recent years, the Internet has developed rapidly; therefore, merchants would like to sell their goods through online social media. One of marketing techniques is that merchants attach sharing reward to advertising posts of Facebook. However, with different appeals, merchants should adopt different marketing technique. Sharing reward is not always suitable for each advertisement. Hence, this study would like to explore why consumers would like to share those posts. This study explores whether the interaction between message of advertisements and sharing reward would affect consumers' sharing motivation (economic motivation, information exchange motivation, reputation motivation) under the marketing technique which is advertisements combined with sharing reward. Whether consumers’ sharing intention would be affected by sharing motivation? This study used a 3x2 two-factor experimental design method (symbolic/economic/functionality x reward/no reward). There were six editions of questionnaires, and the total of 258 valid questionnaires. The results of the analysis and collation of the data are as follows: (1) Sharing reward has a positive impact on economic motivation. (2) Sharing reward has a positive impact on sharing intention. (3) The content of the message and the sharing of reward have no interaction on the economic motivation or reputational motivation. (4) Sharing motivation has a positive impact on sharing intention. Key words: message content, sharing reward, sharing motivation, sharing intention.
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Chen, Chi-Wei, and 陳志維. "The advertising effect of similarity between beer brands image and youth leisure motivation appeals─On the moderating role of spokesperson gender." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/nv8tjp.
Повний текст джерелаАнотація:
碩士輔仁大學
餐旅管理學系碩士班
100
The purpose of this study was to investigate the similarity between the appeals of leisure motivation and brand image in the beer advertisings, spokesperson, as well as the interactions of the similarity of brand images and leisure motivation and spokesperson. This study adopts a experimental design. This pre-test employs four leisure motivation tends to the find the high similarity and low similarity with beer brand image. Based on the results of the first stage, and adopts the spokesmen of the different gender, this study develops four experimental advertising. Thus, this study employs 2x2 experimental design. The subjects are Adolescent between the ages of 15-17. They are selected stratified cluster random sampling method. Questionnaires were sent to 377 people for survey and 377 responses were valid data and were used in the data analysis by a statistic program, SPSS 18.0. The finding are: 1. Low similarity of Brand images and leisure motivation has a positive impact on future purchase intentions. 2. Female spokesperson has a positive impact on advertising attitude and brand attitude. 3. The interaction between similarity of Brand images and leisure motivation and spokesperson gender have significant influences on image transfer.
50
Der-Chang, Chen, and 陳德璋. "Action Research to Raise Students’ Learning Motivation for Computer Graphics in the Department of Advertising Design of a Vocational High School: Using Cartoon and Comic Creation as Titles." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/04565909097621031117.
Повний текст джерелаАнотація:
碩士國立臺灣科技大學
設計研究所
93
Computer graphics is the key course in the department of advertising design of vocational schools. The purpose of this research is to use and re-plan the cooperative learning of action research with cartoon and comic creation to raise students’ learning motivation. The duration of this research was one semester and was divided into two stages. The first was the introduction stage of cooperative learning to teaching and the researcher collected relevant information from the students to reflect his own teaching methods in action. The result was analyzed to select a suitable method to be carried on into the next stage. The second was the refinement stage of cooperative learning and a modified method was used to collect related data for the comparison of the students’ learning motivation in two stages. The results of this research are as follows. 1.Cooperative learning can achieve a better teaching effect on computer graphics. 2.Cooperative learning can raise the students’ motivation to participate in learning activities and increase the interaction between the teacher and the students. 3.Using cartoon and comic creation as titles for cooperative learning can solve teaching problems in computer graphics. 4.Cooperative learning can raise the vocational students’ learning motivation for computer graphics.