This study examines the eWOM effect, more specifically: how customer reviews effects consumers. The study is based on a modified version of the Regulatory Focus Theory which describes consumer behavior using consumer consumption goals. The purpose of this study was to examine how positive and negative customer review's influence consumers when analyzing products that are equally characterized by two consumption goals: promotion and prevention goals. The authors combined quantitative (questionnaire) and qualitative (focus groups) research methods with the sample selection for both research methods being based on students of Södertörns University. Results indicate that negative customer reviews have a stronger influence on consumers than positive customer reviews when analyzing products that are equally characterized by the promotion goals and prevention goals.

Many companies choose to market their products and brands with help from celebrities. This is not a new phenomenon, though, this strategy is something that we consumers start to get used to and the risk that the consumer unconsciously unselects the message grows. A recently much-disputed theory is the use of incongruent marketing. This means that companies uses a marketing message with the objective to not match the consumer?s expectations.

The present project was initiated with the aim to create pattern modules for use in public environments. My intention was to let the properties, of the specific materials used, have a marked influence on the realisation of the final form. I also wanted to find a material, which is suitable from the perspective of sustainabilityand possibilities to create modules from it. The work was initiated with a study of some candidate materials and many sketches before I finally made my choice. My decision was clear after a visit to the company Glasfabriken inKalmar.

Purpose/Aim: The aim of this paper is to find out how the new media landscape and new communication channels is altering how companies and organizations can reach out with their messages. The aim is also to shine light on the different trends within advertising today and also to discuss the Tivo-effect ie. that consumers are doing whatever possible to avoid advertisements.Material/ Method: I have used a qualitative research method where I have interviewed a number of people working in advertising in Sweden. The paper also includes material from books, article and various websites.Main results: In order for advertising agencies to create successful advertisement and to generate positive associations around a certain brand, it?s crucial that the advertisement is relevant for the target group.

The essay deals with the subject about branding and the communicative process that entails between businesses and consumers. The purpose of this paper is to increase understanding of the opportunities and risks of brand building through sponsorship and Co-Branding. This descriptive analysis is made by highlighting the partnership between two strong brands in the Swedish market, Åbro & AIK, and how internal and external associations related to their impact on brand equity. The study has led to the conclusion that the sponsorship should be seen as synonymous with Co-branding, ie. a synergy between two or more brands.

This thesis is an analysis of articles published in the Palestinian newspaper al-Quds concerning the escalated conflicts within the Fatah movement during the summer in 2004.The study is done on the basis of the assumption that The Palestinian Authority (PA) expects the domestic media institutions to support the official objectives and, in this case most important, the national unity. My investigation reveals that the articles are indeed highly adjusted and purposed to unify and to hinder further growing instability, both in the politicalsphere and in the streets. The message urging for unification under the PA is constantly, directly and indirectly, repeated throughout the articles by the choice of themes and references as well as by the choice of individuals and organisations delivering statements..

 ABSTRACT  Nature of essay:                C-level, 15 pointsPage count:                        47Title:                                   The last way out?-A qualitative study of psychiatric staff and service users attitude to electroconvulsive therapy (ECT).Author:                              Hanna Nilsson Purpose: The purpose of this study is to investigate attitudes to electroconvulsive therapy (ECT) of professionals and service users within a user organization ? Riksförbundet för social och mental hälsa. (RSMH)Questions: Does the psychiatric staff believe that there are preconceptions about electroconvulsive therapy? What motivates service user?s choice of electroconvulsive therapy? Do the psychiatric staff and the service users think that the positive effects of ECT can outweigh the possible negative side effects?Method: Qualitative study. The study is based on interviews with psychiatric staffthat works with electroconvulsive therapy (ECT), and with services users who have received electroconvulsive therapy (ECT).Results: The result showed that the psychiatric staff feels that preconceived ideas occur about the treatment of ECT, and that it is affecting their approach to work.Service users motivate their choice by how bad they felt under the depression, and that ECT was their only choice left, that´s why psychiatric staff suggested the treatment.The positive effects of ECT outweighed the possible negative side effects because life is something you value higher than any memory loss and when there is currently no treatment having a similar efficiency.Keywords: Electroconvulsive therapy, Attitudes, Side effects, Experience, Patients, Professionals.

In Sweden today, the consumers have the opportunity to use the different sales channels; physical store, online store and brick and click, a combination of both. For the past decade, the use of ecommerce has spread tremendously and the fashion industry is one of the top three industries in this category. This, together with the growth of technology, have created new opportunities for consumers during their online shopping. The purpose of this study is to examine the differences between consumers who use physical store, online store or both. This study aims to look into consumers' shopping habits within these sales channels and factors that are affecting them.

Financial bubbles are characterized by a large increase in the economic growth on the market as a whole or in specific industries. The change gives rise to an increase in the capital needed to finance this growth. Companies typically have a choice between equity and debt capital to finance its business and the mix of these types of capital is often referred to as the company?s capital structure. There has been a lot of research done in the field of financial bubbles and ofcapital structure, as of yet no studies seem to address these two areas in combination.The aim of this study is to examine if financial bubbles affect a company?s capital structure and through this also examine if the supposed changes in capital structure can be generalized.The study comprise of two identical time-series which examines the changes in leverage and the choice of financing during the Swedish real estate bubble in the early nineties and the IT-crash at the end of the 2000th century.

Interactive media is constantly increasing in our surroundings and with the innovation of touch-screens, two-way communication with screens has become part of our daily life. Still, this well known way of process information is not often seen in the in-store environment of grocery retailing. Here, interactive media is an unestablished field where empirical studies are invisible within the academic world. The lack of knowledge in which effect interactive digital signage has is one of the barriers of investing in this marketing solution in-store. The main purpose of this study is to examine and describe the effects of interactive digital signage at shelf within grocery retailing.

This study was carried out at Luftfartsverket (LFV Group, Swedish Airports and Air Navigation Services). The aim was to study what characterizes an employer of choice and further to examine how well the employees at Luftfartsverket feel that their employer lives up to this image. A quantitative method was applied in the form of a selfdeveloped questionnaire. It was answered by a random sample of employees at Luftfartsverket.The results showed that salary, good leadership, good relations to colleagues and a sense of participation were important factors to be an employer of choice. In the organization at hand good colleagues were the most fulfilled factor whereas good leadership were the least fulfilled factor.

Financial bubbles are characterized by a large increase in the economic growth on the market as a whole or in specific industries. The change gives rise to an increase in the capital needed to finance this growth. Companies typically have a choice between equity and debt capital to finance its business and the mix of these types of capital is often referred to as the company?s capital structure. There has been a lot of research done in the field of financial bubbles and ofcapital structure, as of yet no studies seem to address these two areas in combination.The aim of this study is to examine if financial bubbles affect a company?s capital structure and through this also examine if the supposed changes in capital structure can be generalized.The study comprise of two identical time-series which examines the changes in leverage and the choice of financing during the Swedish real estate bubble in the early nineties and the IT-crash at the end of the 2000th century.

What is the?self? and to become ?one-self?? To resolve this questions possibility I´ve been using the philosopher Søren Kierkegaard metaphysic paradoxes. This essay about the ?self? shows the reader the difference between describing a transcendent and immanent phenomenon and if it´s possible to become or to not become ourselves. The process is a key of the ?self? which Kierkegaard explains the ?self? in and for it-self.

This thesis revolves around NATO?s role in the Ukraine crisis with the startpoint in 2014. Specifically, through conducting a qualitative content analysis of various NATO related material, a study regarding NATO?s security strategy and defense strategy, and the strategies' implications and roles in the Ukraine crisis, was able to be conducted. The purpose was to obtain an understanding of how NATO?s strategy has been interpreted and implemented in relation to the crisis.

The purpose of this study was investigating the means which rule the social worker?s choice of institution placing youths and how they match the youth?s individual need compared with the type of home. The questions were: Which significance has the characteristics of the youth and their family for the placing? Which significance has the characteristics of the institution? Which significance has the social workers? way of working, investigation, theories, economy etc.? A qualitative way of interviewing has been used. Eight interviews were done; six with social welfare secretaries who place youths and two social workers who work with coun­selling and placement.