Social media provides a new position of power to the single individual within PR and marketing campaigns. When a company uses social media as a communication tool in their PR and marketing practice, they have to adapt themselves after the customers' needs and the new communication structure within social media. Communication in social medi is different from traditional media, which is more one-way communicative and visual in its interaction, rather than the digital media that are more two-way communicative av viral through dialogue. If a company creates PR and marketing campaigns within social media without adjusting to the new rules of communication through dialogue, and instead try to apply traditional one-way communication to their social campaigns, they put themselves and their brands in risk of public humiliation and loss of customers; the speed of the viral dialogue over social media can spread bad news fast, and with the newfound power of the single individual, the impliacations can thus be devastating for a company and its brand. If an organization does not respond and take part of the criticism that may be directed at them through the customers' comments, the negative dialogue among clients and the public within social media can quickly create a hazard enviorment for a company and its brand to be seen in. The public within these social media platforms are more independent and continuously conversing with each other on a local an global scale.

Sustainable development has become more and more important over the past years. The term Corporate Social Responsibility (CSR) is closely connected to sustainable development and focuses on organizations responsibility towards the society and the environment in which it exists. Companies within the mining industry were among the first to initiate CSR-work due to the fact that they have a great impact at the local community, both socially and environmentally. Today they are still in the forefront of the development of CSR-questions in general, and community involvement and development in particular. Earlier studies made on this area have focused on the strategic level of community involvement and development.

The study is based on the pragmatic question whether one can apply the theoretical perspectives priming, experience space and relationship marketing in a practical context. The authors visualize how these concepts appear practical and what advantages and disadvantages can be discerned in the particular case of HV71. The method used is a hypothetico-deductive approach, which is not entirely conventional in the humanistic and social scientific context. Consequently, it has been proven to be particularly suitable as it could expose the theoretical perspectives for a difficult scientific test.The result of the study demonstrated that a marketer could benefit from using the theoretical perspectives when exercising the profession. It also showed that the object of study applied these perspectives.

Den rådande trenden är att vi blir alltmer uppkopplade mot Internet och sociala medier. Vi kommunicerar med varandra snabbare och flitigare. Via sociala medier kan företag nå en allt större publik. Främjar sociala medier relationen mellan företag och kund eller gör de mer skada än nytta?.

The aim of this thesis is to research if and in that case how, marketing of Swedish public libraries is used as a possible work method in a time when they are marked by changes in the form of cut backs and technical innovations. With a strive to get an overview by the possible debate I have chosen to do a closer exam of 20 texts published in five of the biggest Swedish library publications during a period of 20 years. My research is based mainly upon Philip Kotler?s marketing theories regarding non-profit organization as well as Eileen Elliot de Saéz interpretations of these to a library context. The first part of the essay therefore consists of an introduction of these, as well as a rendering of their method of work, which shows the width of the conception of marketing.

The study seeks to from professionals perspectives describe and analyze the beliefs they have about women with intellectual disabilities and their pregnancy and motherhood. We will also discuss and reflect on the possible support that professionals find important for women to handle pregnancy and motherhood. The information has been gathered through interviews with five different professions that have come in contact with the audience in their work. In our material we found three distinctive perspectives: a child´s perspective, a parent´s perspective and a community perspective. From these perspectives, we could find many similarities in the informants´ perceptions, which resulted in different themes.

In this thesis we focus on the issue of crowdfunding and especially how a project relates to and embraces its community. While a lot of related research focus on what makes people give, our research instead delve into whether a creator looks upon the sponsors as something more than just a financial resource. To manage this task we used a triangular perspective consisting of a case study, a questionnaire and a netnographic study. The goal was to gain the perspectives of creators, crowdfunding platforms and sponsors on how the communication between the community and the project works and can be improved.       The three crowdfunding platforms we reviewed (Kickstarter, IndieGoGo, Rockethub) all had fairly similar models on how to attract sponsors and make them involved in the project, while the questionnaire and netnographic study demonstrated how a community could contribute in different ways.

The purpose of this thesis is to investigate the view on the personal encounter between staff and visitors in public libraries in order to detect possible differences between the two groups in order to see if the personal encounter as such could be used in order to market libraries. We believe that social competence must interact with the initial personal encounter in order for the visitor to experience the visit as positive. We have based the theoretical framework on Erving Goffman?s theory on social interaction, as well as on Christian Grönroos? theory on quality of service and marketing. We use the following questions: How do library staff view the personal encounter? How do library visitors view the personal encounter? How does the library staff?s treatment affect the visitor?s view of the library?Are there any differences in view between visitors and staff concerning the personal encounter? If so, what kind of differences are they? Using qualitative interviews, we have interviewed nine visitors and six staff members at two public libraries.

The purpose of this Master?s thesis is to discuss marketing as it applies to some school libraries. Today?s marketing is about relations. It involves the establishment, maintenance and development of relations with users, non-users and other library related relationships.

Idén med att skapa en community för pensionärer föddes under hösten 2005 av dåvarande generaldirektören vid Statens pensionsverk (SPV). Denne kontaktade Mittuniversitetet i Sundsvall för att skapa en lättan-vänd och syftesuppfyllande community för pensionärer. Min uppgift har varit att utforma denna community med fokus på slutanvändaren. Uppgiften utgick från en kravanalys som tagits fram av forskare vid Mittuniversitet. Utifrån kravanalysen har ett användargränssnitt skapats enligt standarder för webbutveckling för dem som har ett funktionshinder.

The purpose of this study is to identify the points-of-difference that should form the basis for Bryggarsalen?s future marketing efforts. Bryggarsalen is a newly established conference business in Stockholm. To be able to identify these points-of-difference, Bryggarsalen?s marketing problems have been studied from the resource-based view, claiming that the source of sustained competitive advantage derive from a firm?s unique bundle of resources.

This study is based on a qualitative internet research about people with Asperger syndrome and their thoughts and opinions about the difficulties that occurs in the environment outside the home and their experiences of Internet. We have analyzed Internets social influences for those with Asperger syndrome, as a consequence of the difficulties that they meet in other environments. The constructed communities in the environment outside the home and the social interaction that occurs there is not adjusted for those with the diagnosis. This leads to difficulties to be there for those with Asperger syndrome. By doing a content analysis of the assembled data from a community site on the Internet, we found out that the environment on Internet is more comfortable for those with the diagnosis in several ways.

I?ve chosen a subject that's close to my heart, as a student who has experiences the need of a change in the traditional student living.I've focused my theses on ?nding the key ingredients for improving an individuals time as a student. In a time when students are struggling to ?nd accommodation that ful?lls the need of being close to university, close to social places, adequate size and affordable. This is close to impossible! This is not just a problem in Stockholm but an international dilemma.The heart of my thesis is, how can we create clever ways of student accommodation with emphasis on community and a more sustainable way of living?Only when we start embracing change and by breaking out of our traditional individual living, can we then start to realise and recognise the bene?ts of working, studying and living together.

Background: Our daily lives and personal interactions are increasingly featuring social media and social networks in particular. Topics regarding social media, its impact on society at large ? both on corporate as well as individual behavior ? has been the focus of many research papers. Personal use of social networks are regularly being mapped out by researchers aiming at clarifying concepts such as engagement, trust and interactivity, and mapped by companies seeking to maximize return on investment concerning their marketing efforts. The aim of our study is (i) to map how companies and/or organizations operating on the Swedish market use their company?s pages on the social media as a way of communicating with their followers and audience, as well as (ii) identifying whether ?Real-Time Marketing?, in our own definition, is used or not.Methods: The research methods used included both quantitative and qualitative content analysis.

Every day consumers are bombarded with different marketing messages from all possible directions. At the same time consumers starts to actively and consciously avoid these messages. Therefore, marketers have to start thinking outside the box and find new ways to get consumers' attention. One of these methods is called guerilla marketing. The strength of guerilla marketing is its way to be unexpected and unusual.