Tesis: "Ekonomisk media"

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Stjernudde, Christoffer. "Ekonomiska nyheter och dess effekt på aktiemarknaden : En studie i hur nyheter av ekonomisk karaktär påverkar aktiesparare och i sin tur aktiemarknaden". Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-18667.

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Syfte: Vilken effekt som publiceringar från media med dåliga ekonomiska tider har på aktiespararna på stockholmsbörsen samt undersöka om dessa nyheter påverkar aktiepriset på ett negativt eller positiv samt hur aktiesparare reagerar på ekonomiska indikationer samt om aktiespararens utbildningsnivå har någon effekt på om aktiespararen använder sig av media som beslutsunderlag i sin aktiehandel. Metod: Det är två undersökningar varav den ena är en kvantitativ enkätundersökning utan kvalitativa element. Den andra är ett stickprov på aktiekurser i samband med specifika artiklars publiceringsdatum. Slutsats: Utifrån de resultat som presenterats så går det att utläsa att aktiesparare sällan använder sig av media som beslutsunderlag när de handlar med aktier samt så finns inget negativt samband med de valda artiklarna och aktiekursen. Det fanns dock ett sammanband i det att aktiesparare med högra utbildning är mindre benägna att använda sig av media och dess indikationer som beslutsunderlag i deras handel med aktier. Fortsatt forskning: Det finns flera intressanta undersökningsfrågor kvar, bland annat så skulle undersökningen behövas göras på mer än ett område av media samt på flera olika områden av aktiemarknaden än dagligvaruhandeln. En annan intressant fråga är att enligt enkätundersökningen så är många aktiesparare högt utbildade inom ämnet men är fortfarande osäkra på deras effekt på aktiemarknaden när de handlar. Uppsatsens bidrag: Ett försök till att undersöka om media skapar sina egna självuppfyllande profetior i samband med att de publicerar nyheter med en negativ vinkling på det kommande ekonomiska klimatet. Enligt undersökningen så har inga tidningsartiklar någon märkbar effekt på aktiekursen.

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Wahlund, Richard. "Skatter och ekonomiska beteenden : en studie i ekonomisk psykologi om främst skattefusk och sparande utifrån 1982 års skatteomläggning". Stockholm : Handelshögskolan. Ekonomiska forskningsinstitutet, 1991. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=002685334&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Eronen, Linnéa. "En silvermedalj kring halsen ellermidsommarblommor i håret? : Sportslig framgång och framställning av det svenska damlandslaget i media". Thesis, Uppsala universitet, Ekonomisk-historiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-448247.

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Gustafsson, Lars. "Nedläggningar i skogsindustrin : En medieanalys och en historisk tillbakablick". Thesis, Uppsala University, Department of Economic History, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-99418.

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Olsson, Ola. "Perspectives on knowledge and growth /". Göteborg : Nationalekonomiska institutionen, Handelshögsk, 2000. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=009181891&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Pesaresi, Andrea. "Italy’s destination image in Scandinavia : Analysis of photographs in tourism catalogues and social media platforms". Thesis, Södertörns högskola, Turismvetenskap, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-45758.

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Means of information have drastically changed during the last decades due to the evolution of technology and the development of social media, which have gained crucial relevance in the tourism industry. As a consequence, efficacy of traditional information sources is being challenged. The aim of this research is to determine, analysing photographs, what destination images of a particular country are projected by both traditional and digital information sources, in order to compare them identifying main similarities and differences in the projected images. For the purpose of this study, the selected destination is Italy and the analysed images will beretrieved from Swedish, Danish and Norwegian tour operators’ tourism catalogues and their respective social media accounts. Therefore, main similarities and differences between the three countries will also be identified and analysed. The images will be analysed using a thematic analysis method, following an inductive approach, meaning that themes and codes will be generated from the data itself. In order to generate conclusions, five Swedish, five Danish and five Norwegian tour operators were selected, and their catalogues and social media accounts were analysed, for a total of 1,306 images illustrating Italy as a destination. Findings suggest how images retrieved from catalogues mainly illustrate Italy by the generated themes of hidden mass tourism, notorious Italy, and culture. On the other hand, images retrieved fromsocial media accounts mainly represent Italy with the generated themes of mass tourism, unfamiliar Italy, and culture. As the names of the themes suggest, the first two themes generated from the two information sources represent opposite ways of illustrating the destination, while the theme of culture represents the main similarity between the traditional and digital information sources. Regarding the three countries, it was noticed that each Scandinavian country focused on specific features of Italy, with Swedish tour operators focusing on the history and culture of the destination, Danish ones focusing on sea, beaches and urban areas, while Norwegian tour operators concentrated on natural landscapes and countryside areas of Italy.

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Arnberg, Klara. "Motsättningarnas marknad : Den pornografiska pressens kommersiella genombrott och regleringen av pornografi i Sverige 1950-1980". Doctoral thesis, Umeå universitet, Institutionen för ekonomisk historia, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-35990.

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This thesis analyses the development towards a mass market pornographic press. Sweden (in addition to Denmark) is often described as a forerunner in this development when the so-called “porn wave” hit most of the Western world in the late 1960s. The “porn wave” was the starting point of the contemporary pornographic press, which put sexually explicit pictures on the international market. Denmark was the first country in the world to decriminalize pornographic pictures in 1969 and Sweden followed in 1971. While previous research in Sweden often blames decriminalisation for the growth of the pornographic market, this thesis shows that the “porn wave” preceded the alteration of the Freedom of the press act and thus calls for a more multifaceted analysis of the development. Very few studies have been made about the development from an underground exclusive market of explicit pornography to a legal mass market. This thesis, however, makes a survey of all the Swedish publishers of pornographic magazines, their length on the market, and the market conditions. By analysing the regulation of pornography prior to 1971 and the legal cases leading to prosecutions of the publishers, the strategies used to challenge the regulation are traced. Special attention is also paid to how the monopoly on distribution held by Pressbyrån, a company owned by the Swedish press, affected the pornographic press. By cooperating and starting their own distribution channels, the pornography publishers managed to challenge Pressbyrån’s regulations. Great emphasis is laid on the discursive construction of pornography in mass media and in the parliamentary debates. This thesis argues that the antagonisms between the pornographic press and its critics are central in understanding how pornography was perceived and that these debates have decisively impacted the market conditions. Sensation-seeking articles in the evening papers, and the politicians’ liberal attitudes towards the pornographic press, made the market seem more open and lucrative. The resistance towards the establishment of a mass market and explicit pornographic press was strong during the whole period – but these critics used quite varying arguments. By analysing these arguments, this thesis shows how the pornographic press touched on sensitive cultural norms regarding marriage, young people’s sexuality, homosexuality, gender and love. The second half of the 1960s was a turning point in the development of the pornographic press, the discursive construction of pornography and in the political strategies used to combat pornography. In just a few years, the pornographic press grew substantially and started to publish explicit pictures of intercourse. In that same period, the construction of pornography went from a conservatively Christian understanding to a sexually liberal – and later to a feminist understanding of its problems. The government introduced a “porn raid” against the magazines, prosecuted many of them, and then paradoxically decriminalized pornography in 1971. Theoretically, the conclusion is made that pornography has to be seen in its historical context and in relation to its special market conditions. Since pornography continually has been a contested commodity, its controversial status has resulted in special regulations, marketing difficulties and lack of income from advertisements.

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Yilma, Mulugeta. "Measuring smallholder efficiency : Ugandan coffee and food-crop production /". Göteborg : Nationalekonomiska institutionen, Handelshögsk, 1996. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=007212386&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Thelander, Emelie. "Ekonomins globalisering : En diskursanalys av medias framställning av ekonomins globalisering". Thesis, Stockholms universitet, Sociologiska institutionen, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-58840.

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Vi exponeras dagligen för rapporter om börsutvecklingen och andra ekonomi- och marknadsrelaterade nyheter från världens alla hörn. Individens världsbild kan i dag påstås vara genomsyrad av föreställningen att världens ekonomi och politik är global snarare än nationell. Syftet med detta arbete är att med diskursanalys som ansats visa på hur svensk media språkligt och diskursivt gestaltar globaliseringens ekonomi samt vidare diskutera hur dessa konstruktioner kan tänkas bidra till vår förståelse för och hur vi tänker kring fenomenet i fråga. En vidare ambition är att studera om media förefaller göra anspråk på diskurser kring globalisering och ekonomisk makt. Analysunderlaget omfattar artiklar från svensk dagspress, närmare bestämt Dagens Nyheter, Svenska Dagbladet, Expressen och Aftonbladet, samtliga artiklar publicerade under år 2010. Analysen har genomförts utifrån ett socialkonstruktionistiskt perspektiv med premisserna som ligger till grund för kritisk diskursanalytisk metod, i synnerhet Norman Faircloughs modell av denna. Resultatet har sammanfattats under fyra teman, Globala utmaningar – beroende makt och konflikter, Sverige - Kunskapslandet, Omställning – tillväxt och utveckling respektive Diskursiv inordning – behovet av anpassning. Globaliseringen, med betoning på den ekonomiska dimensionen av fenomenet, framstår i artiklarna som ett mångfacetterat och i flera avseenden motsägelsefullt projekt i artiklarna. Språkbruket ter sig därtill inte sällan hotfullt, vilseledande och mångtydigt. Huvudsakliga lösningar och svar på globaliseringen som lyfts fram i artiklarna syftar till ekonomisk tillväxt, kunskapsutveckling, konkurrens och investeringar. Ekonomipolitiska omställningar och anpassning är ytterliga centrala moment. Genom sättet att presentera, artikulera och förklara den globaliserade ekonomin förefaller media göra anspråk på diskurser kring globalisering och ekonomisk makt.

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Eriksson, Madeleine. "(Re)producing a periphery : popular representations of the Swedish North". Doctoral thesis, Umeå universitet, Kulturgeografiska institutionen, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-36502.

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The discourse on Norrland (literally ‘North land’ in English) as essentially ‘different’ has been(re)produced in literature, politics and science for as long as the idea of ‘Norrland’ has existed. Thus,when investigating the discourse that constructs the identity of Norrland in opposition to a Swedishnational identity, it is important to connect these representations to their contemporary (andchanging) political-economic contexts. The aim of this thesis is to analyze contemporaryrepresentations in news, film, advertising and interviews to show how representations constructstereotypes informed by neoliberal ideals and internationally familiar stereotypes of a traditionalintransigent population positioned in Norrland and a modern and progressive population in theurban South. The findings in this thesis can be summarized as follows. First, Norrland has beenconsistently reproduced, resisted and reworked through various discursive networks and practicesover centuries, as simultaneously authentic and obsolete. Drawing on these discourses makes therepresentations of Norrland in the news become part of a wider discursive network that representsNorrland as an ‘internal other’ within Sweden. Secondly, discourses on Swedish modernity and onneoliberal growth and competition reproduce Norrland and its people as inferior to the rest ofSweden. These representations are reworked and resisted and result in ‘real’ material effects in, forinstance, the news media, place marketing and film. Thirdly, in order to resist these representationsand become part of the ‘modern’, progressive world, places and people need to adjust to neoliberalideals of competitiveness and growth. And, finally, people’s identities are affected by theseneoliberal ideals as they have to relate and react to the representations of different places andpeople and the discourse on the urban as progress. This results in different strategies in theconstruction of narrative identities. I conclude by arguing that these representations serve not onlyas contrasts but also as strategies in the quest to scapegoat certain groups for problems that initiallyoriginated in unequal opportunities and structures of power related to, for instance, ethnicity, class,gender and disabilities – something that is exacerbated by neoliberalist policies and ideologies. Themore pressure is put on individuals and places to produce constant growth, the more certain peopleand places are viewed as ‘unproductive’ and problematic. The problems of depopulation anddiminishing job opportunities in the inland areas of Norrland are thus blamed on the population through the representations of Norrland as an internal ‘other.’
Away from the periphery – migration, livelihood strategies and place discourse in the periphery of Norrland

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Gäfvert, Mikael y Oskar Lindberg. "IT/Internetkkonsultföretag : den"Nya Ekonomins"Barn - Drivkrafter för IT/Internetföretags strategiska utveckling i kontexten den"nya ekonomin"- ett dynamiskt växelspel". Thesis, Linköping University, Department of Management and Economics, 2001. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-860.

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Bakgrund: Kontexten den"nya ekonomin"gav en speciell strategisk utveckling för många IT/Internetkonsulter i form av mycket snabb tillväxt där företag, finansmarknad och media såg lönsamhet som något för tillfället sekundärt.

Syfte: Syftet med uppsatsen är att bidra med kunskap om vilka faktorer som drivit förändring i företag från den så kallade"nya ekonomin", i vårt fall IT/Internetkonsulter, samt hur och varför detta skett. Det är även vår avsikt att utreda om någon livscykel vilken illustrerar företagets utveckling kan observeras samt studera företagens förändringsprocess kopplat till kontexten den"nya ekonomin".

Genomförande: Intervjuer har genomförts med IT/Internetkonsulter samt affärspress.

Resultat: Aktörerna företagsledare, media samt finansmarknaden vilka företräder liknande uppfattningar i kombination med en teknik vars implikationer för ekonomin är dåligt förstådda ger en mycket kraftfull drivkraft för förändring. Den snabba förändringsprocessen var en produkt av ovanstående drivkraft och kan ej ses som ett långsiktigt bestående fenomen. Vid mycket snabb tillväxt utvecklas en"diffus livscykel"vilken inte liknar den livscykel som traditionell teoribildning presenterar.

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Vidlund, Elin y Stephen Rigney. "Biståndstagarnas subjektspositioner i kvällspressen : En diskursanalys av den mediala framställningen av mottagare av ekonomiskt bistånd". Thesis, Stockholms universitet, Institutionen för socialt arbete, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-176019.

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Previous research has shown that welfare recipients are subject to prejudicial attitudes from others while welfare recipients themselves experience feelings of shame related to their need to apply for help for their subsistence. The aim of this study was to analyse how welfare recipients are depicted in Swedish newspaper media in order to better understand the role that the media can potentially play in how welfare recipients are perceived by others and by themselves. The empirical material consists of 74 articles published in two leading Swedish tabloid newspapers - Aftonbladet and Expressen - during the years 2011 and 2017. With Ernesto Laclau & Chantal Mouffe’s discourse theory, we have been able to identify six discursive subject positions that welfare recipients are offered in the material. Our findings show that these subject positions contribute to creating a picture of “deserving” and “undeserving” welfare recipients with the latter representing a threat to the cornerstones of the Swedish welfare state. This picture, however, is not static and between 2011 and 2017, subject positions that can be seen as “undeserving” have become more dominant in the discourse around welfare recipients.

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Avebäck, Freja y Katarina Pagan. "Har sociala medier och Influencers betydelse? : En undersökning om resenärernas uppfattning och attityd på marknadsföring av turism genom sociala medier". Thesis, Södertörns högskola, Turismvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38748.

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Swedish travelers’ consumption has increased in relation to better economic conditions and demographic changes. In 2017, domestic leisure travelers’ consumption increased and the reason for such a changed tourism industry which is due to a changed behavior among travelers. One major reason is that internet and social media has had a major impact on the tourism industry (TIllväxtverket, 2017). Social media has developed new marketing techniques such as Influencer Marketing (IM) and Viral Marketing. The purpose of this study is to find out how travelers are affected by IM when choosing a destination, as a basis for this research the writers created a web survey where the target group was Swedish travelers who like to travel, the survey was answered by 188 respondents. The writers used netnography to review ten influencers to build their own interpretation of the subject and the result suggests that influencers have a role as an information source (eWOM) but are not the decision-making source for travelers’ consumption.

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Vaca, Vaca Jessica y Patricia Tanaveerapong. "Jag möts av destinationsmarknadsföring dagligen på sociala medier : En studie om konsumenternas tolkning av destinationsmarknadsföring på sociala medier". Thesis, Södertörns högskola, Turismvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38749.

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Under de senaste åren har det blivit allt vanligare för konsumenter att använda sig av sociala medier, främst inom turismindustrin. Det är vanligt för konsumenter att idag stöta på nya destinationer och att viljan av att resa uppstår genom sociala medier. Denna studie handlar om att få en djupare förståelse av hur destinationsmarknadsföring tolkas av konsumenter. För att uppnå syfte har dessa två frågeställningar formulerats, Hur möts konsumenterna av destinationsmarknadsföring på sociala medier? och Vilket inflytande påstår konsumenterna att destinationsmarknadsföring inom sociala medier har på deras köpbeslut av destination?. Den empiriska materialinsamlingen har tagits fram genom att genomföra 20 kvalitativa intervjuer på konsumenter. Valet av att genomföra intervjuerna på konsumenter var för att få konsumenternas perspektiv av det valda forskningsområdet. För att analysera den empiriska materialinsamlingen har studien utgått ifrån fem teorier, Social media marketing, Konsumentens beslutsprocess, WOM och eWOM, Personliga egenskapers påverkan på konsumenternas köpbeteende och Push- och Pull faktorer. Studien har kommit fram till att konsumenter ofta möts av destinationsmarknadsföring i sin vardag på sociala medier. Samt att mötet även har ett stort inflytande på konsumenternas köpbeslut, då viljan av att resa uppkommer och beslutet av destination tas.
Over recent years it has become increasingly common for the general populous to use social media, especially for companies and consumers in the tourism industry. This affects the way potential consumers learn about new destinations and also influences their opinions on said places. The aim of this study is to gain a deeper understanding of how destination marketing is interpreted by consumers. In order to achieve this, two questions needed to be answered: How do consumers come across destination marketing on social media? and In what way do consumers feel destination marketing impacts their purchasing decisions? Interviews were conducted with 20 consumers to obtain qualitative data in order to gain an insight on the consumers perspective. Empirical data was analyzed using five different theories: Social Media Marketing, The Buyer Decision Process, WOM and eWOM, Personal Characteristics Affecting Consumers Behavior and Push- and Pull Factors. This study shows that consumers encounter destination marketing on social media often and also that destination marketing has a significant influence on consumers purchasing decisions as it encourages travel and allows selection of destination.

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Haking, Julia. "Digital Nomad Lifestyle : A field study in Bali". Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-222351.

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The digital age has unleashed limitless opportunities and transformed how we work, play and live. As a result, more people embrace the digital nomad lifestyle to fulfill both personal and professional goals. This research assesses the advantages and disadvantages that are associated with this lifestyle. In addition, I examine the digital nomad characteristics in Bali and how the digital nomad community in Bali supports professional development. Data were collected during a two-month field study in Bali, which is one of the world’s most popular digital nomad hubs. The findings suggest that digital nomads are predominantly millennials from advanced economies who have different academic backgrounds. Freedom is the primary advantage, while overall job satisfaction and productivity dramatically differ. Overall, members of Bali’s digital nomad community feel supported in their professional development. “Spend your days on a nine to five You waste your time on a central line What do you love? Work two jobs tryin' stay alive You spend your money on a Friday night Tell me, what do you love?” – Jacob Banks
Digitaliseringen har skapat oändligt många möjligheter och förändrat hur vi arbetar, umgås och lever i dagens samhälle. Det har resulterat i att allt fler provar på en livsstil som digital nomad för att uppnå både personliga och professionella mål. Den här uppsatsen analyserar fördelar och nackdelar som är förknippade med en livsstil som digital nomad. Dessutom undersöker jag vad som karaktäriserar digitala nomader på Bali och hur gemenskapen bland digitala nomader på Bali kan gynna professionell utveckling. Insamling av data skedde under en två månaders fältstudie på Bali, vilket är en av världens mest populära digital nomad hubbar. Resultatet visar att digitala nomader är främst millenials från i-länder med olika akademisk bakgrund. Frihet är den främsta fördelen, medan generell arbetstillfredsställelse och produktivitet varierar dramatiskt. Medlemmar av Balis digitala nomadgemenskap känner att de utvecklas professionellt. “Spend your days on a nine to five You waste your time on a central line What do you love? Work two jobs tryin' stay alive You spend your money on a Friday night Tell me, what do you love?” – Jacob Banks

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Hjälmefjord, Simon y Mark Malmström. ""Ingen välgörenhetsorganisation" : En kvalitativ intervjustudie om pressetik, integritet och ekonomi hos fem webbredaktörer på magasin i Stockholm". Thesis, Södertörn University College, School of Communication, Media and it, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3633.

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Uppsatsen visar hur webbredaktörer på magasin förhåller sig till marknadsekonomiska krav, de pressetiska reglerna och den journalistiska yrkesintegriteten.

Webbredaktören på magasin förväntas arbeta med journalistik samtidigt som hon arbetar närmare marknadsfrågor och annonsörer än vad en vanlig redaktör gör. För den traditionella journalisten är ett samarbete med annonsavdelningen oftast ett otänkbart scenario och en förolämpning mot de journalistiska yrkesidealen. Men för webbredaktören på ett magasin är det en nödvändighet för att föra den egna produkten (webbplatsen) framåt.

I uppsatsen analyseras webbredaktörens yrkesroll enligt 2000-talets journalistideal, definierade av Gunnar Nygren (2008). Resultaten visar att webbredaktörens yrkesroll fortfarande är under utveckling och därför är svår att klassificera.

Forskningen är byggd på fem kvalitativa samtalsintervjuer med webbredaktörer på magasin.

I resultatdelen redovisas webbredaktörernas svar och resonemang kring bakgrund, yrkesroll, ekonomi och organisationsform. Resultatet av intervjuerna visar att webbredaktörerna har olika åsikter om hur förhållandet till företagets marknadsavdelning bör se ut. Men alla respondenter är ense om att en journalistisk produkt i lika hög grad är beroende av bra annonser, som att annonserna är beroende av att den journalistiska produkten bibehåller sitt oberoende.

Webbredaktören på magasin ofta har en journalistisk högskoleutbildning men är mer flexibel än den traditionella journalisten och ser inte en motsättning i att ekonomiska faktorer påverkar det journalistiska oberoendet.

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Di, Alina. "Marketing and the media in the new economy". Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72506.

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For the last couple of decades marketing and the media have been successfully cooperating together hand in hand improving business management around the world and setting new goals for companies to reach. Innovations in both areas have challenged current world of business and developed new approaches to theories of profitable companies. One of the main goals of coordination of media and marketing is to get familiar and closer to people and influence their decision making process. This paper is analyzing impact of media marketing on costumers' behavior in the new economy, exploring original and most popular advertising campaigns among consumers and measuring dependence on advertisement and promotion focusing on "old" and "new" media.

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Hansson, Erik. "”Det är väl som med alla spel”. Medial formgivning av ditt ansvar och din anpassning som ekonomisk aktör". Thesis, Uppsala universitet, Ekonomisk-historiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-180012.

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Såväl sociologer som etnologer, antropologer och historiker har sedan tio år pekat på en social förändring i västerlänningars identitet, värderingar och levnadsmönster de senaste decennierna. Det har beskrivits som en ”ekonomisering” av vardagslivet, att vi idag lever i en kultur som präglas av konsumism mer än något annat. Här utförs en intertextuell diskursanalys av innehåll från två av Sveriges största dagstidningar under åren 1972, 1986 och 2006, med syftet att spåra den förändrade mediala framställningen av den ekonomiska verkligheten för läsaren och dennes förhållande och relation gentemot samhället, ekonomin och sig själv som ekonomisk aktör. Med årens gång blir innehållet som handlar om hur individen skall/bör hantera sina pengar allt större, samtidigt som hur en talar om spelvinster och finansiella klipp blir närmast identiska. Det går att utläsa att en förändrad syn på vad rättvisa innebär motiverar en förändrad föreställning av hur relationen mellan individ, stat och samhälle skall se ut.

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Persson, Fredrik y Jonas Lindgren. "Diversification and Performance : The Nordic Media Market". Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-239.

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The Nordic media market has since the end of the 1990’s experienced a number of consolidations and the market has become increasingly integrated. Some companies within the market are diversified, meaning they are involved in many different kinds of businesses, while other are focused, which implies that they are focused on one business segment.

Different research views explain different motives for diversification. The resource view explain diversification by claiming that a company having underused resources needs to profitably employ them elsewhere in order to expand. The agency view explains diversification with the agent’s different incentives compared to the principal. The market power view implies that by having more resources a company can strengthen its competitiveness. Furthermore, there may be financial and synergetic motives behind diversification.

This thesis investigates the relation diversification has with size, sales growth, financial efficiency ratios, and stability. By doing this we can explain the motives behind diversification in the Nordic media market through using existing theories and hence applying a deductive research approach. The thirty largest media companies in the Nordic media market were analyzed.

The degree of diversification had a positive relationship with the total revenue of the investigated firms. Furthermore, diversified firms on average had higher revenues than its focused counterparts. The more diversified the firms are the higher sales growth they have and diversified companies had a higher average sales growth than the focused firms. A higher degree of diversification did not increase the firms’ financial efficiency and diversified firms did not have a higher average efficiency. However, one of the measured ratios, ROA, was higher for focused firms. Based on knowledge gained from portfolio theory we believed, before conducting the statistical analyses, that a higher degree of diversification would stabilize the cash flows for the investigated companies. However, no statistical evidence was found supporting that a higher degree of diversification would improve cash flow stability.

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Peřinka, Petr. "Důvěryhodnost a distribuce informací v kontextu ekonomicko-technologické transformace". Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-198872.

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The recent economic crisis has hit most sectors of human activities. The media sector was no exception. Before the crisis began, media companies had to face challenges of technological and cultural transformation, the impact was even more accelerated by global economic downturn. The boom of the Internet and, by extension, social media, redefine consumer behavior in relation to information whose quantity and accessibility are rapidly increasing through technological innovation. The goal of this work is to evaluate impact of transformational effects on distribution and credibility of information presented in mainstream media. All this in terms of both consumer and mass media, because this synergistic relationship can not by separated.

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Borisenko, Elena. "Discourse on Immigration in Swedish Mass Media". Thesis, Linköping University, Department of Management and Economics, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-376.

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Mass movement of people over national borders constitutes the major feature of the today's world. Immigration and its implications are widely debated, whereby the term 'immigration', whenever appeared in a text, hardly ever refers to some unambigously defined concept. To deal with the question of immigration is, therefore, to be faced with a variety of definitions and connotations. The thesis constitutes an attempt to understand how the phenomenon of immigration is conceptualized in Swedish mass media debate, and explore the dynamics of the discourse over the last decade. To do so, the study develops a theoretical framework that takes a form of classification of different approaches to immigration, as formulated by major paradigms of international relations (liberal communitarianism, realism, idealism) and as developed within modern economic and cultural studies. Social construction of immigration and its implications for the nation-states serves as the organizing principle for the emerging classification, as social constructivism is adopted as the ontological standpoint of the thesis. The thesis then analyzes over 180 articles that deal with immigration and are published in the major Swedish daily newspapers, Dagens Nyheter and Svenska Dagbladet in the years 1993 and 2002. The aim is to discover common patterns of the debate and link them to the concepts constituting the theoretical framework. The analysis shows that almost all concepts described in the theoretical section can be identified in the mass media discourse, which allows to conclude that the developed classification has proved appropriate for the analysis of the empirical material. The research concludes that, while concepts pointing towards self-interests as determining factors for formulating immigration policies are present in the studied mass media discourse, which is especially clear in 1993, the debate in general is strongly influenced by adherence to international solidarity and humanistic values as the basis for Swedish traditional foreign policy. Additionally, the study highlights the essential changes occured within the debate over the last decade, among which a shift from connecting immigration exclusively to refugee policies towards a more braod understanding of immigration as a consequence of globalization and as a realization of individual right to free movement can be considered the most central.

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Westling, Jonas. "Pengarna som inte kommer fram : Den ekonomiska fördelningsproblematiken i klubbmusik Sverige 2015". Thesis, Högskolan Dalarna, Ljud- och musikproduktion, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:du-21337.

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Denna uppsats problematiserar hur kollektiva förvaltningsorganisationer fördelar pengar insamlade från offentligt framförd klubbmusik samt undersöker hur etablerade dj’s och producenter ser på dagens system och tror sig påverkas av detta. Med djupintervjuer av fyra personer undersöker uppsatsen även hur dessa ser på rapportering av den spelade musiken, vilka problem som kan uppstå och om det finns tekniska möjligheter att underlätta för korrekt fördelning. Resultaten visar att intervjupersonerna skiljer sig åt i vilken typ av karriär de har och därmed hur man förhåller sig till dagens system. Ingen ställde sig dock positiv till att rapportera in spellistor med vad de spelat som dj’s, man lyfte även fram problemet med att ersätta musik som spelas men ännu inte släppts officiellt. Det framkom också att vi idag har tekniska möjligheter att övervaka vad som spelas genom användandet av akustiska fingeravtryck. Jag diskuterade att det är först när ett sådant system är på plats som vi kan se hur mycket fel dagens pengar fördelas.

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Andersson, Mimmi y Kristin Lindberg. "Ekonomiskt bistånd : En studie om handläggarnas upplevelse av införandet av robothandläggning i socialtjänsten". Thesis, Högskolan i Gävle, Avdelningen för socialt arbete och psykologi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27238.

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Social welfare - A study on the introduction of robotic techniques in social services We have studied how administrators in social services experience the new work method with robotic techniques. Based on a focus group interview and two deep interviews, the finding shows that it is important to provide information and time when making a reorganization. The new work method has caused concern among the administrators about the future of social work. They are critical of how the implementation process has been addressed. The results we gained show that the administrators look forward to the future regarding robotic techniques, even though their attitudes have been negative. Based on our findings we have concluded that the decision of implementing robotic techniques has been made at higher level and that the administrators lacked influence in the decision-making process. We have also made observations of what have been published in the media to see how the attitudes of the administrators were influenced by what is written. Keywords: Social welfare, robotic techniques, attitudes, mass media, social services

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Lehká, Michaela. "Vývoj ekonomického chování z hlediska změn v hodnotových preferencích". Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15966.

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The aim of this thesis is to obtain comprehensive results for the population of the Czech Republic in the field of human values, value preferences and value charts by using results from conducted research and data from previous studies. Also an important objective of this thesis is to show the economic behavior of people in the Czech Republic at the time of the financial and economic crisis. As a theoretical basis for the practical part, three major, interrelated areas have been selected: economic behavior, focused on principles of individual decision-making and on media and their possible impact on the economy; life values; and economic development as a source of changes in economic behavior in terms of development on the labour market, development of education and development of ecology. Empirical part, which is called Research - changes in value preferences, is at first focused on the formulation of hypotheses, which relate to the issue, and on the creation of the questionnaire. The analysis and the interpretation of results can be considered as a pivotal chapter of the practical part of this thesis.It is divided into several sub-chapters according to the examined area.

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Duque, Juan Sebastian. "Social media influence : Qualitative study of Colombian consumer attitude toward social media and its influence". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65685.

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Master Thesis, Master of Science in Innovation through Business, Engineering and Design with specialisation in Business Administration Field of research: Business Administration, School of Business & Economics University: Linnaeus University, Växjö, Sweden. Course code:5FE07E Semester: Spring 2017 Author: Juan Sebastian Duque L. Examiner: Saara Taalas Tutor: Soniya Billore Title: Social media influence Subtitle: Qualitative study of Colombian consumer attitude toward social media and its influence Background: The reason for conducting this master thesis in the field of Colombian consumer perspective and the influences on social media, was due to the realisation that there was a need for an increased understanding of the influences that social media is making on Colombian consumer. Besides, the main question is why Colombia? This country is a developing country that its level of growth in multiple sectors is remarkable. It is a market that is attracting multinational companies and expanding with prestigious national brands. The furniture industry is one of the most competitive businesses in this country, therefore using every single resource to acquire customers is a relevant aspect to take into consideration. However, the digital marketing and e- commerce are just emerging. Therefore, there is a need to understand how the Colombian consumer perceives and is influenced by the social media. Also, as Colombia is ranked number 15 with the most daily active users worldwide, meaning that the digital market on social media has a high potential. Colombian consumers are different than European consumer regarding online and social media purchase. Therefore, it is important to understand their attitudes and cognition about this subject. Research question: Q1: How do Colombian consumers perceive the purchase of furniture products through social media? Q2: In which way social media influence Colombian consumer’s attitudes toward purchasing furniture? Purpose: Identify what is the Colombian consumer’s attitude and perception toward purchase furniture through social media. Also, recognising how does social media influence Colombian consumer attitudes toward buying furniture. Method: The research design was qualitative and abductive manner. The empirical data was collected through Semi-structure interviews. It was essential for this study to settle in the ontological part as consumers’ behaviour was examined. Conclusion: This research found that Colombian consumers have a negative attitude towards social media. Nevertheless, this first attitude tends to change when it comes to the influences that social media have in their final decision making when purchasing furniture. Also, the Colombian consumer is seeking for information on social media for every purchase they make. Reviews are a key aspect that they take into consideration when purchasing an item of furniture. These reviews have the power to influences their perception of products and their final decision either to positive or negative.

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Hytry, Lina. "Konstnärer och arbetsmarknaden – mellan konstnärligt driv och ekonomiskt tvång : En kvalitativ intervjustudie av audiovisuella kreatörers arbetssituation". Thesis, Högskolan Dalarna, Ljud- och musikproduktion, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:du-36124.

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Syftet med denna kvalitativa studie är att få en djup förståelse för en liten grupp audiovisuella kreatörers kreativitet i relation till deras arbetsförhållanden. Resultatet är användbart för forskning inom kreativitet, inom arbete med fokus på kultur- och kreativarbete, samt användbart för aktörer inom branschen. Det genomfördes djupintervjuer på fem audiovisuella kreatörer med fokus på deras utbildnings- och arbetsbana, nuvarande arbetssituation, konstnärliga identitet och framtidsplaner. Analysprocessen består av associationer mellan respondenternas svar, tidigare forskning och alienationsteori. Resultatetet styrker tidigare forskning kring ett existerande spänningsfält eller dualism mellan kreativitet och lönearbete och att respondenterna positionerar sig i detta spänningsfält beroende på sin konstnärliga identitet och motivation. Resultatet ger även kunskap om arbetsförhållanden inom kulturella och kreativa näringar. I diskussionen sammanfattas resultatet utifrån forskningsfrågorna och det föreslås att samarbete och gemenskap, kreativ frihet, ekonomisk frihet och stabila arbetsförhållanden är faktorer som skapar utrymme för kreativt utlopp via arbetet. Studien ger upphov till forskning kring hur konstnärlig identitet formas till att bli entreprenöriell kontra symbolisk-rekreationell. Ett annat förslag till fortsatt forskning är Covid 19-pandemins kortvariga och långvariga konsekvenser på livebranschen.

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Stridbo, Chris. "Ny medialiseringsform av musik skapade förlorare och hjältar : Låtskrivares levnadshistoriska berättelser om deras ekonomiska överlevnad under musikindustrins omstrukturering". Thesis, Högskolan Dalarna, Ljud- och musikproduktion, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:du-24575.

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Syftet med undersökningen är att bidra med en djupare kunskap om vilken betydelse musikindustrins omstrukturering har haft för svenska låtskrivares ekonomiska överlevnad när digital teknologi för produktion och distribution av inspelad musik börjat användas. Tidigare forskning visar att strömmande musikens etablering bidragit till att musikindustrin stabiliserats och intäkterna återhämtat sig efter den nedåtgående trenden som orsakades av flera års illegal fildelning. Genom levnadshistoriska intervjuer tolkas vändpunkter och roller från tre svenska låtskrivares berättelser om hur de upplever musikindustrins omstrukturering. Utmärkande resultat var låtskrivarnas berättelser om en minskad efterfrågan av fullängdsproduktioner som fysiska album som vinyl och CD till förmån för skapandet av singlar som enstaka låtar som strömmas via Spotify. Låtar via Spotify var en ny medialiseringsform som berättades som en vändpunkt i alla låtskrivarnas levnadsberättelser. Resultatet visar även att låtskrivarnas berättelser skiljde sig från varandra då de hade olika upplevelser av vilken betydelse musikindustrins omstrukturering haft på deras ekonomiska överlevnad. Låtskrivarna identifierade sig som förlorare eller hjälte utifrån hur nya medialiseringsformen som vändpunkt varit positiv eller negativ för deras intäkter från royalties. I diskussionsavsnittet redogörs för hur resultatet liknar den tidigare forskning då även låtskrivarna berättade om hur de upplevde att den fysiska CD-skivan övergetts för att istället distribuera musik digitalt på strömmande tjänster.

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Jarhult, William y Tobias Köhler. "Corporate strategy in digital- and social media". Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20712.

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The purpose of this study was to investigate how companies have linked their corporatestrategy with their digital- and social media strategy. The authors believed that these strategieshad to be connected somehow and wanted to research it further.Qualitative research methodology was utilized in this study. The research data consisted oftwo semi-structured interviews with one employee at Hestra Gloves and one at Kronfönster.The interviews were made after the same protocol in form of questions and documentation.The result of the interviews revealed that both Hestra Gloves and Kronfönster had overallbusiness core values which were reflected in their strategies. Hestra Gloves had a generalbusiness idea which was used as a corporate strategy, they also had a social media strategyand they had working guidelines for their digital channels. Kronfönster followed their corevalues which permeate the whole organization and they had guidelines for both corporatelevel, digital level and social media level.The findings show that the companies which were investigated have linked their corporatestrategy with their digital strategy in a medium way. The findings also show that theinvestigated companies have linked their corporate strategy with their social media strategy ina medium way. The authors conclude that some strategy components are linked in a strongway and that some components are linked in a weak way.

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Gunnarsdotter, Petra. "Visualiseringar av en driftsgrensanalys : Ett användargränssnitt utvecklat för ett ekonomiskt och produktionstekniskt analyssystem med en användarcentrerad utvecklingsprocess". Thesis, Linköpings universitet, Medie- och Informationsteknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-179131.

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This report presents a development of an analytic tool for advisors, developed with a usercentred design process. The tool is developed to help advisers enhance profitability in a company in a simple and flexible way, and to convey the knowledge to their customers. The report focuses on usability and visual representations to present data from an analysis of the operating branches as well as key performance indicators. The work has a usercentered design process divided into four steps and performed by a pre-study and two iterations. The prestudy was the basis of the project, which included a literature study, interviews compiled to two persons and an effect map. The first iteration began with exploring different visual representations for an analysis of the operating branches and key performance indicators. The visual representations were user-tested through a questionnaire. The second iteration developed the tool by designing and implementing a prototype in the program React in order to be user-tested. The test focused on the visual representations and was performed through task-based questions, Likert-questions about the visual representation and the standardized questionnaire System Usability Scale. The report concluded that users thought that bar graphs, tables and texts are the easiest tools to use. The visual representations can therefore be used to visualize economic values. However, a bullet graph was more likely to be chosen in order to visualize key performance indicators. Bullet graphs contain a lot of information, which makes the diagram complex for the user to understand. A simple and fast tool should therefore be limited and use the details-on-demand of the information visualization mantra to enable the user to obtain more information when needed. The tool is not fully developed and more iterations are needed to complete a final product.
Denna rapport presenterar utvecklingen av ett analysverktyg för ekonomiska rådgivare med inriktning på lantbruk, utvecklat genom en användarcentrerad designprocess. Verktyget är utvecklat för att hjälpa rådgivare att förbättra lönsamhet i ett företag på ett en-kelt och smidigt sätt, samt förmedla kunskapen till sina kunder. Examensarbetet fokuserar på användbarhet och visuella representationer för att presentera data från en driftsgrensanalys samt nyckeltal. Arbetet använder en användarcentrerad designprocess uppdelat i en förstudie och två iterationer. Förstudien låg till grund för projektet och innehöll en litteraturstudie, intervjuer sammanställt till två personer och en effektkarta. Första iterationen utforskade olika visuella representationer för en driftsgrensanalys och nyckeltal. De visuella representationerna användartestades genom en enkätundersökning. Den andra iterationen utvecklade verktyget genom att designa och implementera en prototyp med React för att användartestas. Användartestet fokuserade på de visuella representationerna av resultatet och utfördes genom uppgiftsbaserade frågor, Likert-frågor om den visuella representationen och en standardiserade enkäten för att undersöka användbarheten (System Usability Scale). Resultatet visade att användare tycker att stapeldiagram, tabeller och texter är de enklaste verktygen att använda. De visuella representationerna går därför att använda för att visualisera ekonomiska värden. Visualiseringen för nyckeltal gjordes med ett nysansdiagram vilket fungerade bra med förklaring. Visualiseingen innehöll mycket information vilket gjorde den komplext vid första anblick för användaren att förstå. Ett enkelt och snabbt verktyg bör därför begränsas och använda sig av informationsvisualiseringsmantrats detaljer vid efterfrågan (details-on-demand) för att ge användaren möjlighet att få mer information vid behov. Verktyget är inte färdigutvecklat och fler iterationer behövs för att färdigställa en slutlig produkt.

Examensarbetet är utfört vid Institutionen för teknik och naturvetenskap (ITN) vid Tekniska fakulteten, Linköpings universitet

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Petrusson, Ulf. "Patent och industriell omvandling : en studie av dynamiken mellan rättsliga och ekonomiska idésystem /". Stockholm : Norstedts juridik, 1999. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=008539693&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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Kollander, Staffan y Carl Lejon. "Evening Tabloids : Enhancing Brand Equity Through Extensions in Alternative Media Channels". Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-867.

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Introduction: The evening tabloids in Sweden have been going through a change towards moving into alternative media channels during the last decades. It is essential to capitalize on the evening tabloids strong brands in order to enhance growth and to stay in the top of the tough competition. Advertising has become of larger importance for Aftonbladet and Expressen since the move into alternative media channels. People tend to be increasingly interested in free news media and one of the most essential issues that Aftonbladet and Expressen are facing is how to increase its brand equity through entering alternative media channels.

Purpose: To research and analyze the development of Aftonbladet’s and Expressen’s brand equity in terms of brand extensions and establishments in alternative media channels.

Method: To fulfill the purpose the authors have conducted a quantitative study with a standardized questionnaire. The sample consists of 100 respondents between 19-24 years of age who have been contacted at Jönköping University, A6 shopping mall in Jönköping and at the city centre of Jönköping.

Results: The study revealed that this group has an extremely low purchasing rate of the actual hard copy. Although the awareness of the brands Aftonbladet and Expressen are solid in their mind set. Instead it is of greater importance for this group what type of extra services and activities that is provided online. The researched target group is attracted by customized and accessible information which are of high quality and is distributed without any additional cost. Aftonbladet has developed a more efficient strategy in terms of brand extensions than Expressen in order to enhance its brand equity.

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Lundqvist, Fredrik y Martin Jarl. "En medial fusion : En studie av Telia-telenor fusionen". Thesis, Linköping University, Department of Management and Economics, 2002. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-1460.

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Bakgrund: Telekomindustrin har på senare tiden genomgått en period av strukturella förändringar. Dessa strukturella förändringar har bland annat medfört fusioner och sammanslagningar av företag inom branschen. Fusioner har en inverkan på en rad olika faktorer för företag och samhällen. Att kommunicera med media är viktigt då ett företag genomgår en fusion.

Syfte: Syftet med denna magisteruppsats är att öka förståelsen för företags kommunikation under en fusion samt hur media reproducerar fusionen.

Metod: För att uppnå syftet med denna magisteruppsats genomfördes en diskursanalys av vad som skrivits om Telia-Telenor fusionen i media under 1999. Vi koncentrerade oss till stora svenska dagstidningar.

Resultat: Media fokuserade på fler aspekter i fusionen än vad de inblandade företagen tenderade att göra. På det sätt budskapen presenterades samt budskapens kontext hjälpte oss inte att uppnå en större förståelse för kommunikationen. Då både företag samt media var aktiva i debatten visade det sig att budskapens innehåll tenderade att skilja sig åt ju längre fusionen fortskred. Medierna var kraftigt influerade av en ekonomiskt rationell ideologi medan företagen tenderade att använda sig av flera olika ideologier. Aktörerna, media samt företagen, influerade eller påverkade inte varandra nämnvärt under fusionen. Dessa resultat har påvisat att media och företag befinner sig i två olika diskurser under en fusion.

Background: The telecommunications industry has recently been through a very changing structural period. Mergers have a significant impact on many societal aspects. Communication to the media is important during a merger.

Purpose: The aim of this thesis is to increase the understanding of corporations’ public communication in mergers and how the media reproduces it.

Method: In order to fulfil the purpose, we conducted a discourse analysis of mainly what has been written about the Telia-Telenor merger in the major Swedish newspapers in 1999.

Findings: The media focused on more aspects of the merger than the involved companies did. How messages were presented and in what context they occurred did not give us any higher understanding of the communication. When both the companies and the media were active in a topic their opinions tended to grow apart with time. The media were heavily influenced with rational financial ideology whereas the companies’ messages were influenced by a wider range of ideologies. The actors did not influence each other to any greater extent. This has lead us to believe that corporations and the media are in different discourses.

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Svensson, Patrik. "Explaining Protective Trade Policies: Political Economy, Trade and Media Effects". Thesis, Linköping University, Department of Management and Economics, 2003. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-2012.

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This paper draws on communications research to complement existing models of the political economy of trade policy by introducing the role of media as an institution interacting with policy makers, special interest groups and the public, influencing the formulation of policy and supporting a bias towards protective trade policies. Through the concepts of framing and perceived public opinion, media can contribute to and reinforce problem definitions and suggested solutions that limit the range of alternative policies available to policy makers. In the case of trade policy, established frames for conflict discourse that are efficiently represented in media give incentives to special interest groups to voice demands for support that focus on foreign adversaries, trade interventions and import restrictions. The hypothesis that media effects can contribute to trade policies based on tariffs or other forms of import restrictions is tested by an empirical examination of media coverage leading up to the U.S. decision to impose tariffs on imported steel in the spring 2002. The empirical study of news coverage in the New York Times suggests that to the extent that policy makers are concerned about real or perceived public opinion, they have incentives to adopt tariff-based or other import-restricting trade policies, rather than economically more efficient redistributive policies, wherever the conflict frame is prevalent and special interest groups have media access.

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Mänty, Maria. "Bilden av Hässleholm : Kommunens framställning vs. medias". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-46968.

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The purpose of this study is to examine how the municipality of Hässleholm works with their brand and how they describe and communicate the city. To be able to work with a product or a service as a brand and to create and develop the brand identity it is necessary to first clarify what the current image is. The image is how people think of the brand and could be based on anything from their own experience, hearsay, marketing or formers like media. Because of that it should be interesting and important for the municipality to know what is being written about the city. To begin my research I have read newspaper articles that contain the word "Hässleholm" in order to get a perception of the municipality through newspaper articles. The article search is covering the articles from the seven largest daily newspapers in Sweden during a year starting with 2011-03-01 and ending with 2012-02-29. I have also based my report on three semi structured interviews with people working in the municipality who have great knowledge of the marketing and work with brand subjects. My conclusion after completing my research is that there is a misconception on what the municipality and media are telling about Hässleholm, the perception is not the same. Although it is clear what is most important for media to cover and what type of events in the city that will gain media coverage. By knowing this the city could use it as a part of their work with the brand Hässleholm and it could also work as a decision support for the directorials in the municipality.

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Eck, Johanna y Johansson Sofie. "Social media acceptance in B2B marketing : A study exploring the reasons behind the difference in social media usage between B2B and B2C markets". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79891.

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Social media is a fast growing platform when it comes to marketing. It is, however, used to a greater extent by business-to-consumer (B2C) companies than by business-to-business (B2B) companies. Because of this there has been considerably less research done concerning marketing on social media for B2B, compared to B2C. This study explores why social media marketing is less common in B2B than B2C. This was done by conducting eleven one-on-one interviews with people who work at different B2B companies, and who have influence over their respective company’s marketing process. To analyse and evaluate the findings of this study the Technology Acceptance Model (TAM) was used. By identifying the external variables that deter B2B companies from using social media the perceived usefulness and ease of use were analysed in order to explore what affects the difference in social media acceptance for marketing between B2B and B2C companies. The findings of this study show that the perceived ease of use is the dominant factor that deters B2B companies from using social media for marketing purposes. This is however not the reason for the difference between B2B and B2C. The difference can instead be explained by a more negative perception of the usefulness of marketing on social media. This negative perception is a result of the characteristics of social media, the industry the company is operating within, as well as the company’s products and customers.
Sociala medier är en snabbt växande plattform när det kommer till marknadsföring. Det används dock i större utsträckning av business-to-consumer (B2C) företag än av business-to-business (B2B) företag. På grund av detta har det gjorts betydligt mindre forskning gällande marknadsföring på sociala medier för B2B än vad som har gjorts för B2C. Denna studie utforskar varför marknadsföring på sociala medier är mindre vanligt i B2B än B2C. Detta har gjorts genom att genomföra 11 intervjuer, öga-mot-öga, med personer som arbetar på olika B2B-företag och som har inflytande över sitt respektive företags marknadsföringsprocess. För att analysera och utvärdera resultaten från denna studie användes Technology Acceptance Model (TAM), en modell som mäter acceptansen av olika tekniska plattformar. Genom att identifiera de externa variabler som hindrar B2B-företag från att använda sociala medier analyserades användbarheten och användarvänligheten, som den uppfattas av dem intervjuade, för att undersöka vad som påverkar skillnaden i sociala media acceptans i marknadsföringssyfte mellan B2C- och B2B-företag. Resultaten av denna studie visar att den upplevda användarvänligheten är den dominerande faktorn som hindrar B2B-företag från att använda sociala medier för marknadsföringssyften. Detta är dock inte orsaken till skillnaden mellan B2B och B2C. Skillnaden kan istället förklaras av en negativare uppfattning av användbarheten av marknadsföring på sociala medier. Denna negativa uppfattning är ett resultat av egenskaperna hos sociala medier, den bransch som företaget är verksam inom, samt företagets produkter och kunder.

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36

Johansson, Sofie y Johanna Eck. "Social media acceptance in B2B marketing : A study exploring the reasons behind the difference in social media usage between B2B and B2C markets". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79893.

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Social media is a fast growing platform when it comes to marketing. It is, however, used to a greater extent by business-to-consumer (B2C) companies than by business-to-business (B2B) companies. Because of this there has been considerably less research done concerning marketing on social media for B2B, compared to B2C. This study explores why social media marketing is less common in B2B than B2C. This was done by conducting eleven one-on-one interviews with people who work at different B2B companies, and who have influence over their respective company’s marketing process. To analyse and evaluate the findings of this study the Technology Acceptance Model (TAM) was used. By identifying the external variables that deter B2B companies from using social media the perceived usefulness and ease of use were analysed in order to explore what affects the difference in social media acceptance for marketing between B2B and B2C companies. The findings of this study show that the perceived ease of use is the dominant factor that deters B2B companies from using social media for marketing purposes. This is however not the reason for the difference between B2B and B2C. The difference can instead be explained by a more negative perception of the usefulness of marketing on social media. This negative perception is a result of the characteristics of social media, the industry the company is operating within, as well as the company’s products and customers.
Sociala medier är en snabbt växande plattform när det kommer till marknadsföring. Det används dock i större utsträckning av business-to-consumer (B2C) företag än av business-to-business (B2B) företag. På grund av detta har det gjorts betydligt mindre forskning gällande marknadsföring på sociala medier för B2B än vad som har gjorts för B2C. Denna studie utforskar varför marknadsföring på sociala medier är mindre vanligt i B2B än B2C. Detta har gjorts genom att genomföra 11 intervjuer, öga-mot-öga, med personer som arbetar på olika B2B-företag och som har inflytande över sitt respektive företags marknadsföringsprocess. För att analysera och utvärdera resultaten från denna studie användes Technology Acceptance Model (TAM), en modell som mäter acceptansen av olika tekniska plattformar. Genom att identifiera de externa variabler som hindrar B2B-företag från att använda sociala medier analyserades användbarheten och användarvänligheten, som den uppfattas av dem intervjuade, för att undersöka vad som påverkar skillnaden i sociala media acceptans i marknadsföringssyfte mellan B2C- och B2B-företag. Resultaten av denna studie visar att den upplevda användarvänligheten är den dominerande faktorn som hindrar B2B-företag från att använda sociala medier för marknadsföringssyften. Detta är dock inte orsaken till skillnaden mellan B2B och B2C. Skillnaden kan istället förklaras av en negativare uppfattning av användbarheten av marknadsföring på sociala medier. Denna negativa uppfattning är ett resultat av egenskaperna hos sociala medier, den bransch som företaget är verksam inom, samt företagets produkter och kunder.

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37

Elmervik, Cecilia y Karin Funck. "Media Channels in a regulated market : A case study of ABSOLUT VODKA". Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-697.

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It is widely known today that marketing plays an important role for the success of a company. The process of marketing is extremely complicated as it is, thus there are markets where this process is complicated even further. In these regulated markets, factors occur during the launching and marketing of a product that interferes with the marketing activities. In these markets advertisers has to obey to laws and rules on how to advertise their products. One of the most regulated markets today is the one of alcoholic beverages. The two largest consumer countries of alcohol today are the United States and the Republic of China. Even though these countries have some similarities as the two largest consumer markets in the world, laws, regulations and attitude towards alcohol vary greatly between them making the process of penetrating the markets even harder.

The purpose with this thesis is to get an understanding of how differences in the choice of media channels in the United States and China can be explained by differences in culture and ways of communication as opposed to legal and ethical restraints.

This thesis will be carried out as a case study on ABSOLUT VODKA. The authors have used a qualitative approach to the problem at hand together with structured and unstruc-tured interviews with employees at ABSOLUT VODKA that have knowledge about the American and Chinese market Due to limited contact possibilities the empirical findings will also be based on secondary data.

The authors have reached the conclusion that ABSOLUT VODKA has to first of all clearly identify its target group to be able to use the media channels efficiently. The authors believe that differences in media channels between China and the United States can to some extent be explained by differences in culture, communication, regulations and ethics. The concepts that are believed to have most impact are believed to be the ethical and moral considerations. Thus the authors are also of the opinion that the factors mention above has a heavier impact on the design of the advertisement than it does on the choice of media channels operating in a regulated market

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38

Akrami, Azin y Jinyue Yao. "The effect of social media interactivity on relationship quality". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-106130.

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With the development of technology, the speed of social media development is getting fasterand faster. The relationship between the company and its customers is getting closer.Company profits are increasingly affected by the quality of the relationship betweencustomers and the company. Therefore, relationship quality has become a key research topicfor the company. The interaction of social media will affect the quality of the relationshipbetween the company and its customers to a certain extent. This study examines therelationship between the quality of the relationship between the company and its customersand their interactions on social media. In addition, this research also examines commitment,trust, satisfaction, responsiveness, social influence, and media richness. These factors mainlyaffect the relationship between relationship quality and social media interaction. This studydescribes how to analyze the impact of social media interactions on relationship quality froma customer's perspective. In order to answer the research questions and obtain customers'opinions, this paper uses quantitative research to interview customers of different types ofbrand social media through questionnaires. From what customers feel about the company’scommitment to customers, trust, and customer satisfaction through social media interactions,the impact of social media interactions on the quality of the relationship between thecompany and customers can be derived. In order to promote the development of the company

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39

Svensson, Jonatan y Sofia Hörnfeldt. "In the Red : Political scandals in the media and the effect of political affiliation". Thesis, Uppsala universitet, Medier och kommunikation, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-194672.

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I denna studie har politiska skandaler studerats ur ett framingperspektiv. Syftet med uppsatsen har varit att undersöka hur rapporteringen skiljer sig åt mellan höger- och vänsterpolitiker i beskrivningen av politiska skandaler. Genom en kvantitativ första undersökning har det konstaterat satt vänsterpolitiker blir omskrivna mer när de är involverade i politiska skandaler, särskilt om skandalen är av ekonomisk natur. I en andra kvalitativ del undersöktes två skandaler på djupet, genom kritisk diskursanalys. Resultaten av den undersökningen visar att vänsterpolitiker gestaltas på ett annat sätt än högerpolitiker när de är involverade i skandaler av ekonomisk natur. Skillnaderna tycks framförallt bero på sociokulturella faktorer. De förväntningar som allmänheten har på politiker påverkar hur de gestaltas i media. Om en politiker inte lever som den lär blir granskningen av densamme mer negativt vinklad.

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40

Häregård, Edvardsson Emma y Linnea Boestam. "How credible is the incredible influencer? : A study examining what factors affect the perception of credibility in influencer marketing". Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37139.

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Problem formulation: What factors affect the consumers perception of credibility in influencer marketing on social media? How and why do certain factors affect the credibility of influencer marketing? Purpose: The purpose of this thesis is to understand what factors affect the perception of credibility in influencer marketing on social media. Moreover, the aim is to understand how and why certain factors affect the credibility in influencer marketing in order to elaborate a conceptual model consisting of factors generating credible influencer marketing. Theoretical framework: The theoretical framework of this paper consists of existing theories regarding social identity theory, perception, brand communication, word-of-mouth (WOM), celebrity endorsement and social influencers. Methodology: This study is conducted through both a quantitative and a qualitative study with a deductive approach. The collection of primary data consists of an online survey where 120 respondents participated followed by five qualitative interviews. In order to determine what aspects to examine, a conceptual model was created based on the previous findings within credibility in WOM and celebrity endorsement. The secondary data building the theoretical framework of this thesis are collected from peer reviewed articles published in scientific journals as well as books. Empirical findings: The empirical findings consist of the result from the qualitative and quantitative study. The result of the quantitative study presents the outcome from 24 Likert scale items presented in text, charts and tables. The empirical findings from the qualitative study presents the outcome from the interviews conducted through personal communication face to face or through Skype and are presented in text that are strengthened with citation from the interviews. Conclusion: The findings show that the credibility in influencer marketing is positively affected by the perception of the influencer being a credible source and the influencer and the brand being a good fit.

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41

Charkas, Hiba y Anne Beth Eltun. "Branding in Social Media : A qualitative study of three Swedish municipalities". Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-26448.

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Research show that social media are effective channels to use in branding, at the same time Swedish municipalities are increasingly starting to see the importance of branding and reports show that they are using social media channels for branding purposes. Even though reports show that the municipalities are using social media channels in branding there is a lack of studies done on how they are using social media in branding. To examine this two research questions is developed; (1) What is branding for a municipality and (2) How are municipalities using social media in branding. To examine the research questions different theories are applied and a conceptual framework is developed based on theories from branding, social media and branding in social media. To collect data for the research a qualitative study with three case studies (three Swedish municipalities) is conducted. The primary data from the three cases is collected through face to face interviews with employees responsible for the social media channels. Secondary information is gathered through observations of the municipalities social media channels examined in this thesis, and documents found on internet concerning the municipalities’ use of social media. The analysis of the data is done based on the conceptual framework presented in the theoretical chapter and consists of both within case studies and cross case studies in order to identify similarities and differences among the cases. The findings from this study show that both corporate, employee, and place branding is applied in the municipalities overall branding goals and strategies. Even though the municipalities are examined as organizations in this study employee and place branding goals are identified in order for the municipalities to reach their overall wanted position and image. A further conclusion is that social media has been effective in branding. Social media has enabled the municipalities to reach their branding goals through being transparent, informing, engaging and creating dialogues with their inhabitants and other publics. Through social media the municipalities have managed to establish, influence and create perceptions that have positively influenced their position and image. Facebook, Twitter and Instagram have shown to be efficient social media channels to use in branding and has enabled the studied municipalities to change their perceived image from being unknown organizations to becoming more personal, transparent and increasing the public`s knowledge about the municipalities.

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42

Nyakundi, Victor y Bui Thi Kim Khanh. "Factors Influencing the Adoption and Continuance Usage of Social MediaPlatforms among Small new ventures in Sweden". Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44579.

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The rise of social media platforms in the modern world of business has shaped how organizations undertaketheir day-to-day business activities. This has in return increasingly attracted several studies on howbusinesses can optimally harness the benefits of social media platforms through adoption and continuedusage of these platforms. This paper therefore endeavored to conduct a quantitative study on factors ofunified theory of acceptance and use of technology (UTAUT) by extending the original model by Venkateshet al.,. (2003) in integrating continuance to test their impact on adoption and continuance. These factorsinclude (performance expectancy, perceived trust, perceived risk, facilitating condition, effort expectancyand perceived enjoyment) which were tested against adoption and continuance usage of social mediaplatforms among small new ventures in Sweden, an area we consider new and fragmented in focus basedon existing literatures. Through a systematic investigation, empirical data testing from small new ventures in Sweden, findingspositively identified perceived trust and facilitating conditions to have a positive influence on adoption ofsocial media platforms while effort expectancy and perceived enjoyment were found to have a positiveimpact on continuance usage of social media platforms. However, we did not find significant moderatingeffect of perceived risk and performance expectancy on adoption and continuance usage. The findings of this research present a practical and pragmatic approach that small new ventures, founders,leaders and managers of these businesses in Sweden can apply to maximize on the benefits associated withadoption and continuance usage of social media platforms.

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43

Nikolov, Nikolay y Juan Pablo Gonzalez. "From Loyalty to Disloyalty : Exploring negative consumer-brand relationships in social media". Thesis, Jönköping University, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49491.

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Brand loyalty has been studied extensively in consumer-brand relationship literature. However, the negative side of these relationships has not been studied to the same degree. This paper starts with Court et al.’s (2009) loyalty loop as part of the consumer decision journey and proposes that consumers may stop being loyal to a brand due to various circumstances.The authors propose a negative view of the loyalty loop, the disloyalty loop, exist, in which consumers become disloyal. Furthermore, the authors conducted this study in order to find out if this relationship exists, the disloyalty loop, within the framework of social media platforms, i.e. applications who allow communication among users over the Internet. These platforms should not solely be seen as online communication tools, but as brands themselves.Semi-structured interviews with social media users were conducted showing that consumers can navigate between the loyalty and disloyalty loops, and even exit the brand relationship completely. These findings indicate that consumers’ brand loyalty should not be taken for granted, and service failures may cause them to reduce their patronage, abandon the brand, and even influence other consumers negatively through word-of-mouth.

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44

Bylund, Isabelle y Susanne Lindgren. "Customer engagement : A study of consumers interaction with fashion brands on social media". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12836.

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Social media is widely expanded worldwide with increasing number of users in social networks. Social media allows the consumers to connect directly with companies, which has led to a shift from traditional one-way communication to a two-way communication between both consumer to company and consumer to consumer. A successful two-way communication on social media engages both the consumers and the company. The rise of social media has quickly changed the marketing approach, as it creates new opportunities for the consumer to connect and communicate in a greater rich. In a two-way communication, the communication needs to create engagement from the consumers even though the consumer may not want to engage, contributing to a challenge for companies to communicate to customers in order for them to engage. It could be argued that companies should in some way get their customers to be more engaged even though the engagement can generate several outcomes in this complex communication approach. Furthermore, customer engagement could have an impact on the purchase intention for the consumer. Therefore, the aim of this thesis is to investigate motives that create customer engagement with fashion brands on social media and the relation between customer engagement motives and purchase intention with a fashion brand. According to previous research, personal interest, entertainment, rewards and information acquisition and sharing are the most encouraging motives for customer engagement. Due to that fact, these motives were in focus in the study and the motives were also put in relation to their effect on purchase intention. The research was conducted by a quantitative study through a survey, in order to gather an overviewing perspective in customer engagement on social media towards fashion brands. The sample size reached a valid number of 109 respondents. The findings of this thesis give the impression that overall customer engagement is still low even for the investigated motives. This indicates that the respondents do not usually take part of the two-way dialog. The reliability seems to lie with other consumers rather than fashion brands on social media when searching for information. In addition, information acquisition was ranked as the most encouraging motive while personal interest is the motive that most encourage to purchase intention.

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45

Wiberg, Johan y Joakim Månsson. "Consumers' perceptions of social media advertisements : a cross-cultural comparison among Sweden, India, and Japan". Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20613.

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The development of technology in the 21st century has led to extensive use of various social media platforms worldwide among consumers as well as businesses, which has led to an increased number of advertisements on social media across borders, where they may face differences regarding how their advertisement is perceived considering cultures, religions, and traditions. These cultural factors make it crucial for companies to recognize local cultural differences to succeed globally. Qualitative data collection with semi-structured interviews with fourteen participants from Sweden, India, and Japan was implemented to determine whether there are discrepancies concerning individual perceptions towards social media advertisements. The interviews were conducted by participants taking part in an artificial and recorded Facebook feed consisting of advertisements connected to four of Hofstede's dimensions, as well as pictures, and posts. The empirical findings suggest that the participants' perceptions are subjective and highly individual, but similarities could be linked to their attitude, brand recognition, imagery, and interest. In addition, when considering the Hofstede's model, it indicates that culture infuses the participants perception of the advertisements connected to all four dimensions examined in terms of femininity, masculinity, individualism, collectivism, restraint, indulgence, and power distance. However, the dimensions had less measurable effect related to national culture among the participants regarding each represented nation. With the results of this study, we hope to contribute with increased insight into how consumers based on their national culture can interpret advertisements on social media.

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46

Gonne-Victoria, Benjamin, Guillaume Lécuellé y Nagisa Sasaki. "Students' perceptions of online personal branding on social media sites". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65789.

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This paper starts by an explanation of the context of personal branding and online personal branding and the problem identified by the authors. Thus, the purpose of the study is to investigate on the perception of students towards online personal branding through their own personal brand and with the perspective of matching employer’s expectations. A section reviewing online personal branding and related literature is provided in order to describe among others, the several components of the elaboration of an online personal brand and the different employers’ expectations towards this brand. Next, a section describing the different methods used in the study is implemented. The data of this paper is gathered through 13 semistructured interviews based on an operationalization of the different concepts presented in the theoretical framework section. The results are then presented in the empirical investigation section following recurrent identified themes bring by the respondents: The need to fit the norm, to stand out and of control. Then the data is analyzed through the theories and is therefore following the different components of an elaboration of a personal brand including the different items related to employer’s consideration and practices. Then the conclusion is drawing in order to answering the research question as well as providing some acknowledgement and recommendations. This paper has permitted to describe the perception of student towards online personal branding with the perspective of matching employers’ expectations. This perception is a rather incomplete online personal brand, consisting of a normalized image of the self, a tool for a certain self-realization towards a limited audience and a have a certain perception of an overall control of this online personal brand.

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47

Larsson, Paul y Jakob Wijk. "Hållbarhetslära genom ett inkluderande medium : Ett interaktivt sätt att lära sig om cirkulär ekonomi". Thesis, Blekinge Tekniska Högskola, Institutionen för teknik och estetik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-20084.

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Detta kandidatarbete lyfter fram virtual reality som ett medium med potential för både lärande och underhållande syften. Begrepp som serious games, gamification, och edutainment undersöks för att ta reda på vad som gör vissa spel lärorika, vad som motiverar användaren till att vilja fortsätta spela ett spel, samt hur dessa egenskaper kan kombineras. För att utforska dessa områden har en gestaltning designats i form av en interaktiv miljö som kan upplevas med hjälp av ett VR-headset såsom Oculus Quest (2019) eller Oculus Rift (2014). I denna miljö får spelaren en unik möjlighet att lära sig om cirkulär ekonomi på ett inlevelserikt och interaktivt sätt. Förhoppningen är även att spelaren kan använda sig av denna nyvunna kunskap i verkligheten för att bidra till det framtida välmåendet av vår planet.
This bachelor thesis aims to highlight virtual reality as a medium with potential within both educating and entertaining purposes. Exploration of concepts such as serious games, gamification, and edutainment is conducted to discover what makes certain games educational, what motivates the user to keep playing a game, as well as how these characteristics could be combined. To explore these areas, an interactive environment in virtual reality is designed, and meant to be used with VR-headsets such as Oculus Quest (2016) or Oculus Rift (2014). This environment allows the player to learn about circular economy in an immersive and interactive way. The hope is that the player can use this knowledge in real-life to contribute to the future wellbeing of the planet.

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48

AHLÉN, JOHANNA y FANNY BENGTSSON. "From likes to commitment : a case study of micro companies’ social media usage". Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17439.

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The purpose with the thesis is to identify, analyze and present the problems micro companies in the Swedish fashion and sport industry are facing when using social media as a communication tool in their marketing activities. Also relevant digital communication channels have been investigated and presented. Two case studies have been made with two Swedish micro companies in order to fulfill our purpose and answer our two research questions. The result from the interviews showed that micro companies, overall in the industry, could benefit from using social media as a communication channel, but they struggle to know how they should use it. We answer our research question through creating and presenting our own constructed model that companies should use in their business for planning their social media strategy and overcome the found problems. The thesis is a qualitative research with an abducted approach. We did an active research with a case study on the two companies Kask of Sweden and Gococo. Through deep interviews, we got much information about how they work today and what problems they face when using social media. We have worked with four themes during the entire process; present, relationship, problems and future, to facilitate for the reader and for us. The study has high reability for the investigated companies, and we also argue that it could be of interest for other fashion and sport micro companies at the Swedish market. An theoretical framework was conducted through researching the specific area and finding relevant theory and published material concerning marketing and communicaton, as well as digital marketing theory and publications about social media. The chosen material is presented in the theory chapter where an own constructed model is presented as a guideline for the reader. It will help the reader to find the theories and their elations to each other. We believe it to be a good way of ease the understanding and the relevance of the chosen theories. The research shows that micro companies in the Swedish fashion sport industry faces different problems using social media as a communication platform for their company. Thus micro companies often have a very limited amount of resources and neither have the money, the knowledge or the time to manage a large marketing and communication social media can be beneficial if used properly. Though it comes with a few struggles. The main problems concerned around knowing who their real customer is, how to handle the relationship and create stronger connections with customers, difficulties in knowing which channels to use and how to handle them properly. They also found problems in knowing what how to communicate the right image and get the desired result of the published materials. Lastly the companies sometimes lacked a clear strategy in managing their social media platforms and raised questions about the language use, time consumption and who should run the activates. With our ”Four step-from likes to commitment” model we want to put attention to the most relevant steps a company needs to be aware of before starting and during working with social media, as well as be a strategy to handle and overcome the problems the previously struggled with.
Program: Textilt management, fashion management

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49

Gu, Lingtao y Feiyan Mu. "Shopping on social media: : A qualitative study to explore Chinese consumers’ purchasing experience on WeChat". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-358044.

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WeChat is a widely used multi-functional social media platform in China. The increasing number of WeChat users provides new possibilities and challenges for company marketing strategy. We draw literature from word-of-mouth (WOM) and e-service quality (e-SQ). Qualitive study approach was conducted, and ten interviews done with Chinese consumers with shopping experience on WeChat. This thesis aims to explore the purchasing experience of Chinese consumers on WeChat, and specifically we want to understand how do WOM/ eWOM influences Chinese consumers on their shopping experience on WeChat, and what aspect of the e-SQ may affect Chinese consumers’ shopping experience on WeChat. The results reveal that in the brand awareness period, people are more likely to be influenced by WOM to notice products or services. Furthermore, offline WOM has more influential persuading power than online WOM. In terms of e-service quality, the professionalism and convenience of website design is the foundation of consumer purchase. Fulfillment and security perform quite well on WeChat according to our research findings. At the same time, consumers on WeChat are inclined to buy products with less need of customer service.

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50

ARVIDSSON, JULIA y MALIN ERIKSSON. "Om kunden själv får välja". Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18031.

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Social media är idag ett väletablerat begrepp och mediet används flitigt av både företag och privatpersoner. Användningsområden innefattar allt från marknadsföring till att kommunicera med andra användare. I nuläget är det ett stort fokus på att företag ska engagera sina kunder via detta medium för att på lång sikt skapa kundrelationer. För ett företag innebär en engagerad kund någon som samarbetar och genom sina handlingar skapar ett värde, för både kunden och företaget. Kundengagemang kan definieras som styrkan av en kunds deltagande och koppling till en organisations erbjudanden och aktiviteter, och kan påbörjas av antingen kunden eller företaget. Kundengagemang via social media syftar till all kommunikation som sker mot ett företag via plattformar som bloggar och andra sociala nätverk. Social media med dess interaktiva natur har gett kundengagemang en allt större betydelse för företag och kunder. Interaktiviteten bör leda till en dialog mellan företag och kund och vidare förbättra relationen mellan dem. Forskning visar dock att det finns ett glapp mellan den relation företag eftersträvar med social media och vad kunden själv eftersträvar. Uppsatsen syftar därför till att undersöka hur och varför kunder vill vara engagerade i modeföretag via sociala medier. Undersökningen genomfördes med en kvantitativ ansats och empirin samlades in via en webenkät. Målet var att få en uppfattning om hur de som följer modeföretag vill engagera sig och hur de anser att relationen ser och bör se ut. Resultatet av undersökningen visar att användare av social media främst engagerar sig genom att utföra relativt passiva handlingar som att ”gilla” bilder och uppdateringar. Det användarna vill få ut av följandet är främst inspiration och möjlighet att få tillgång till nyheter och erbjudanden. Användarna är inte intresserade av aktiviteter som innebär att de själva behöver anstränga sig och bidra med innehåll. Majoriteten är heller inte intresserad av att ha en relation, utan föredrar en envägskommunikation där företag bidrar med nyheter, erbjudanden och inspirerande bilder. I analysen kom vi fram till att det bland användarna finns olika typer av engagemang som vidare kan kopplas till olika typer av följare och kunder. Dessa följare skiljer sig åt beroende på hur mycket innehåll de bidrar med och hur stort värde de producerar för ett företag. Den vanligaste typen av följare i vår undersökning är den som har ett passivt beteende på social media och kategoriseras som en ”nöjd kund” som inte söker en relation. Användaren följer modeföretagens sociala medier av vad vi anser är själviska motiv, inte för att bidra till ett samarbete och en relation som i slutändan skulle kunna vara till nytta för både modeföretag och kund. Sammanfattningsvis uppvisar de responderande ett väldigt lågt engagemang och ses som ointresserade att bedriva en relation tillsammans med modeföretag på sociala medier.
Program: Textilekonomutbildningen

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Tesis sobre el tema "Ekonomisk media"

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