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

EGOS paper.

This thesis explores how independent editorial formats—specifically “Ich will nicht nach Berlin”— can be used to challenge dominant perceptions of urban spaces and resist the cultural narratives that often accompany gentrification. Using the Ruhrgebiet in Germany as a case study, the project takes the …

Dit onderzoek richt zich op de vraag waarom Nederlandse modemerken anno 2025 nog nauwelijks zijn overgestapt op een 3D-samplingproces, ondanks de bewezen voordelen zoals duurzaamheid, efficiëntie en kostenbesparing. Terwijl internationale bedrijven al gebruikmaken van deze technologie, afkomstig uit …

With Behind the Curtains, I aim to create a space where young women, like myself, can feel less alone as they navigate the emotional complexities of today’s dating world. In an era of ghosting, bread crumbing, yap-trapping, and other fleeting trends born from hookup culture, many of us are left feeling …

This thesis explores why many people still hesitate to buy second-hand fashion, even though they care about sustainability. While the second-hand market is growing fast and expected to take up 10% of the global fashion market by 2025, many consumers still prefer to buy new clothes. This research looks …