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The aim of this master's thesis is to provide more insight into the concept of influencer marketing among footballers because influencer marketing is a booming business. This was done by means of a survey among the age group 14-18. As can be seen in the conceptual framework, 2 (macro vs micro influencer) x 2 (sports (Nike) vs non-sports product (Nivea)) x 2 (male endorser vs female) between subject design are used. The results were processed using an independent t-test, one-way ANOVA and a regression. This master's thesis is innovative because I studied both male and female soccer players since female soccer is on a strong rise. What already being studied earlier is that promoting a sports product is more successful with an athlete than a non-professional sportsman. My research takes the footballer (both male and female) as the starting point and wants to investigate the customer reactions on a number of variables.

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Online retailing has nowadays become an established part of the multi-channel retailer’s set of tools for offering their product to the customer. In order to stay competitive however, the presence of this medium alone no longer suffices. This study identifies which website features and functionalities have an influence on the multi-channel retailer’s success.

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This master’s thesis digs into the research field of technology-related trust, focusing on trust in AI-equipped devices in a medical context. It is obvious that AI in the medical sector offers a myriad of new possibilities, but their effective implementation is seriously tempered by the lack of trust shown by potential users, and this limits the evolution of this promising technology. Those stakes underscore the relevance of the present work, not in the least because the existing literature on the subject seems to focus mainly on trust in automation. In the context of this study, a survey was used to measure trust in AI. This survey featured on the one hand a fictive scenario involving either AI or a regular doctor, and on the other the measurement of a number of trust antecedents. Results show that trust and intention to use is significantly higher when granted to a human doctor than when granted to AI. Second, demographics, propensity to trust and locus of control have no effect on trust or intention to use. Third, medical health literacy enhances trust in a doctor, but not the intention to reuse the process involving a doctor. Fourth, medical literacy does not shift either trust in a diagnosis expressed by an AI-equipped machine, or the intention to reuse such a system. Fifth, there is no difference in attitude whether AI is explicitly mentioned to the respondent or only described.

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Recently, autonomous vehicles have become an interesting and popular topic. In this study, the acceptance of potential users towards autonomous vehicles is researched. The scope of this research is limited to conditional automation vehicles and high automation level vehicles. The aim of this study is threefold. Firstly, determining the most influential factors towards using autonomous vehicles. Secondly, investigating differences in the acceptance towards autonomous vehicles between conditional automation level vehicles and high automation level vehicles. Lastly, exploring the implications on how to launch each level of automation and the accompanying concerns. Based on a review of the literature of autonomous vehicles and theories of acceptance models two online surveys were conducted based on the conditional automation level and the other high level automation. The results indicate that in order to launch automated vehicles successfully, customer readiness must be enhanced. The study also notices that conditional automated vehicles have the greatest chance of being successfully launched.

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Online retailers increasingly personalize ads in order to cut through the clutter of online advertising, but the effectiveness of ad personalization is questionable. Notwithstanding that when a retailer is trusted, the effectiveness of a personalized ad increases, as the consumer believes that the usefulness of the ad weighs up to the privacy concerns and reactance associated with such an ad. Furthermore, when the website on which the ad is depicted is trusted, the effectiveness of the ad will also increase, as the consumer no longer experiences vulnerability. Still, the simultaneous effect of retailer trust and website trust has not yet been studied. In that regard, this study has demonstrated that trust in the retailer by itself or trust in the website by itself is not sufficient to positively influence the effect of ad personalization on click-through intentions. After conducting a scenario-based online experiment, four generalized ordered logistic models have shown that when trust is high in both the retailer and the website, personalization has a positive effect on click-through intentions. Conversely, when the retailer is trusted but the website is not, ad personalization has a negative effect on click-through intentions and when the retailer is not trusted, ad personalization has no effect on click-through intentions. Thus, before littering the Internet with more pointless personalized ads, practitioners should reflect on the trust consumers have in them and in their ad publishers. Moreover, they should strive to obtain optimal trusting levels in order to maximize their personalized ads’ effectiveness.